Factors Impacting Student’s Behavioral Intention to Use Social Media Applications for Online Learning


  • Yuetong Gao
  • Siriwan Kitcharoen


DOI: 10.14456/shserj.2023.9
Published: 2023-06-09


Higher Education, Students, Behavioral Intention, Online Learning, Social Media Applications


Purpose: Social media applications are powerful learning tools for a new norm of online learning in this era. Therefore, this paper aims to investigate the impacting factors of students’ behavioral intention to use social media applications for online learning. The conceptual framework proposes the causal relationships between attitude, information quality, perceived ease of use, perceived usefulness, service quality, social influence, and behavioral intention. Research design, data, and methodology: A quantitative method was used to distribute questionnaires to 500 students. Nonprobability sampling was adopted by using judgmental sampling, stratified random sampling, and convenience sampling. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze model fit, reliability, validity and hypotheses testing. Results: Social influence and attitude significantly impact behavioral intention. Furthermore, there are support relationships between perceived ease of use and perceived usefulness, and between service quality and perceived ease of use. Nevertheless, perceived ease of use and perceived usefulness have no significant impact on behavioral intention, and information quality has no significant impact on perceived ease of use. Conclusions: Social media apps developers and education managers should consider the importance of students’ behavioral intention to use social media applications for their effective online learning.

Author Biographies

Yuetong Gao

Sichuan University of Media and Communications, China

Siriwan Kitcharoen

Full-time Lecturer, Graduate School of Business and Advanced Technology Management, Assumption University


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How to Cite

Gao, Y., & Kitcharoen, S. (2023). Factors Impacting Student’s Behavioral Intention to Use Social Media Applications for Online Learning. Scholar: Human Sciences, 15(1), 81-90. https://doi.org/10.14456/shserj.2023.9