Investigation through the Lens of Guardians of Factors Impacting Student Satisfaction and Behavioral Intention to be Educated by Cartoon Animation in China
DOI:
https://doi.org/10.14456/abacodijournal.2023.41Keywords:
Information Quality, Service Quality, Perceived Usefulness, Satisfaction, Behavioral IntentionsAbstract
This research aims to investigate the factors impacting student satisfaction and behavioral intention to be educated by cartoon animation in Sichuan, China. The quantitative survey was completed by students’ guardians, constructed with information quality, service quality, perceived usefulness, negative economic impacts, negative sociocultural impacts, satisfaction, and behavioral intentions. The target population involves 500 guardians whose children are between grades 1 to 4 and have been educated with cartoon animation in a primary school. The sampling techniques involve judgmental and convenience sampling. Before the data collection, Item Objective Congruence (IOC) Index and the pilot test (n=50) with Cronbach’s Alpha were used. Data were analyzed through confirmatory factor analysis (CFA) and structural equation modeling (SEM). The hypotheses testing was measured with a p-value<0.05. The results were that five out of six hypotheses were supported. Information quality significantly influences perceived usefulness. Perceived usefulness, negative economic impact, and negative sociocultural impacts significantly influence satisfaction. Satisfaction significantly influences behavioral intentions. On the other hand, service quality has no significant influence on perceived usefulness. The findings provide a better understanding for animation developers, educators, and students’ guardians to improve this animated cartoon content and monitor their children’s behavioral intentions for their learning purpose.
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