Influencing Factors of Behavior Intention of Master of Arts Students Towards Online Education in Chengdu Public Universities, China


  • Ying Min
  • Ming Yang
  • Jingying Huang
  • Somsit Duangekanong

DOI: 10.14456/shserj.2023.1
Published: 2023-06-09


Online Education, Perceived Ease of Use, Perceived Usefulness, Self-Efficacy, Behavioral Intention


Purpose: This study aims to investigate influencing factors of behavioral intentions to use online education of Master of Arts students from three public universities in the Chengdu region of China. The conceptual model contains perceived ease of use, perceived usefulness, social influence, effort expectancy, self-efficacy, perceived satisfaction, and behavioral intention. Research design, data and methodology: The researchers employed a quantitative approach of survey distribution to 501 participants. The sample techniques involve judgmental, quota and convenience sampling. The content validity method of Item Objective Congruence (IOC) Index was used, resulting all measuring items reserved by three experts. Pilot testing of 30 participants was approved under Cronbach’s Alpha reliability test. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were performed for data analysis, including goodness of model fits, validity, and reliability testing. Results: Perceived ease of use had the strongest influence on perceived usefulness toward behavioral intention. Furthermore, perceived usefulness, social influence, self-efficacy, perceived satisfaction, except effort expectancy, significantly impacted behavioral intention. Conclusions: The findings lead to the recommendations that educational administrators at public universities to enhance the behavioral intention to use online education by providing well-design online learning system and promote various benefits of using.

Author Biographies

Ying Min

College of Fine Arts and Design, Chengdu University, China.

Ming Yang

Department of Animation, School of Film Television and Animation, Chengdu University

Jingying Huang

Recruitment and Employment Department, Sichuan University of Arts and Science, China.

Somsit Duangekanong

Program Director and Faculty Member, Doctor of Philosophy in Technology Education and Management, Graduate School of Business and Advanced Technology Management, Assumption University, Thailand.


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How to Cite

Min, Y., Yang, M., Huang, J., & Duangekanong, S. (2023). Influencing Factors of Behavior Intention of Master of Arts Students Towards Online Education in Chengdu Public Universities, China. Scholar: Human Sciences, 15(1), 1-10.