A STUDY OF FACTORS INFLUENCING UNIVERSITY STUDENTS’ SATISFACTION AND CONTINUANCE INTENTION TO USE SOCIAL MEDIA PLATFORMS  IN ZHANJIANG, CHINA

Xujian Li

ผู้แต่ง

Xujian Li PhD.ITM Graduate School of Business and Advanced Technology Management, Assumption University

คำสำคัญ:

Student Satisfaction, Continuance Intention, Higher Education, Social Media Platform

บทคัดย่อ

This study examines the factors influencing university students’ satisfaction and continuance intention toward social media platforms in four representative universities in Zhanjiang City, Guangdong Province, China. Drawing on established theories of technology use and satisfaction, the proposed framework includes leisure, information sharing, entertainment, usefulness, pleasure, satisfaction, and continuance intention. Data were collected through a structured questionnaire from students aged 18 and above with at least six months of social media usage experience. We used confirmatory factor analysis and structural equation modeling to assess the measurement model and test the hypothesized relationships. The results show that leisure, information sharing, entertainment, usefulness, and pleasure significantly and positively affect user satisfaction. Satisfaction, in turn, strongly and significantly affects continuance intention. These findings extend existing research on social media use by highlighting the combined role of functional and experiential factors in shaping student satisfaction. The study provides theoretical insights and practical implications for improving social media platform design and supporting sustained student engagement in the Chinese higher education context.

เอกสารอ้างอิง

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