FACTORS INFLUENCING GRADUATE STUDENTS’ SATISFACTION AND BEHAVIORAL INTENTION TOWARD USING BILIBILI AS A LEARNING PLATFORM  IN CHENGDU, CHINA

Ziyi Zhou

Authors

Ziyi Zhou PhD. TEM, Graduate School of Business and Advanced Technology Management, Assumption University, Thailand.

Keywords:

Perceived Usefulness, Satisfaction, Behavioral Intention, Graduate Student, Higher Education

Abstract

This study examines the key factors influencing graduate students’ satisfaction and behavioral intention toward using Bilibili for learning in Chengdu, China. We adopted a quantitative research design and collected data through a questionnaire survey of 500 graduate students using non-probability sampling. Confirmatory factor analysis and structural equation modeling were employed to assess the measurement model and test the hypothesized relationships among perceived ease of use, perceived usefulness, self-efficacy, information quality, attitude, satisfaction, and behavioral intention. The results indicate that perceived ease of use, perceived usefulness, self-efficacy, and information quality have significant positive effects on satisfaction. In addition, satisfaction and attitude exert significant direct effects on behavioral intention, with satisfaction demonstrating the strongest impact (β = 0.208). All proposed hypotheses were supported. These findings extend existing e-learning research to a media-based learning platform and provide practical implications for improving the design, usability, and content quality of Bilibili’s learning zone to enhance student satisfaction and sustained usage.

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