What Factors Drive Satisfaction and Continuance Intention Of Art Major Students Towards Cloud-Based E-Learning in Chongqing, China?
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Purpose: The cloud-based e-learning system has rapidly developed in China, with over 21 platforms dedicated to online higher education teaching. This research, therefore, investigates the factors influencing the satisfaction and continuance intention of postgraduate students majoring in art in Chongqing, China, when using cloud-based e-learning system services. Research design, data, and methodology: The quantitative research study will collect data from 500 art postgraduate students in nine art majors at Sichuan Fine Arts Institute, Chongqing, China, through a questionnaire survey. Sample methods include judgmental sampling, quota sampling, and convenience sampling. Before data collection, an initial pilot study with a sample size of 30 will be conducted to establish the Index of Congruence (IOC) and perform a validity and reliability trial assessment. Confirmatory Factor Analysis (CFA) will be used to evaluate the convergence and discrimination validity of the measurement model. Results: The results indicated that perceived usefulness is the strongest factor influencing satisfaction, followed by information and system quality. However, e-learning effectiveness and service quality do not significantly impact the satisfaction of graduate students in the arts field. Conclusions: The administrators of the cloud-based e-learning system and the instructors of art courses should enhance student satisfaction from two perspectives: system level and course quality.
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