Applying data mining techniques to explore user behaviors and watching video patterns in converged IT environments

Su, Yu-Sheng; Wu, Sheng-Yi

doi:10.1007/s12652-020-02712-6

Cited by 34 publications

(24 citation statements)

References 29 publications

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“…Third, sampling was carried out by survey, and the results are based only on statistical results, which may not allow for a deep discussion of the continuous use of online learning under emergency management. Therefore, future research can include qualitative methods [80][81][82][83][84][85][86][87], which could dig out more core factors of continuance intention, and the results might explain deficiencies in quantitative research. In this study, TTF and ECT were integrated to explain the online learning environment under emergency management.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

Continuance Intention of University Students and Online Learning during the COVID-19 Pandemic: A Modified Expectation Confirmation Model Perspective

Wang

Lin

2021

Sustainability

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The prevalence of COVID-19 has changed traditional teaching modes. For many teachers, online learning effectively compensated for the absence of traditional face-to-face instruction. Online learning can support students and schools and can create unique opportunities under emergency management. Educational institutions in various countries have launched large-scale online course modes in response to the pandemic. Additionally, online learning during a pandemic differs from traditional online learning modes. Through surveying students in higher education institutions, educational reform under emergency management can be explored. Therefore, university students were surveyed to investigate their continuance intention regarding online learning during the pandemic. Expectation confirmation theory was extended using the task-technology fit model to ascertain whether the technical support of promoting online learning helped student’s complete course learning tasks during the pandemic and spawned a continuance intention to use online learning in the future. Data were collected through online questionnaires. A total of 854 valid responses were collected, and partial least squares structural equation modeling was employed to verify the research hypotheses. The results revealed that the overall research framework largely explained continuance intention. Concrete suggestions are proposed for higher education institutions to promote online learning modes and methods after the COVID-19 pandemic.

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Section: Limitations and Future Researchmentioning

confidence: 99%

Continuance Intention of University Students and Online Learning during the COVID-19 Pandemic: A Modified Expectation Confirmation Model Perspective

Wang

Lin

2021

Sustainability

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“…Members in the chat groups of university teachers created in WeChat and Tencent QQ were invited to distribute the questionnaire to their students. To improve the sample quality, the following four principles proposed in previous studies [83][84][85] were used to screen for valid samples. First, respondents require 8-15 min to complete the questionnaire, thus, samples that were completed within 3 min were considered invalid.…”

Section: Data Collectionmentioning

confidence: 99%

Exploring the Critical Factors, the Online Learning Continuance Usage during COVID-19 Pandemic

Hsieh

Lin

et al. 2021

Sustainability

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In order to enable online learning to continue developing when the COVID-19 pandemic passes, this study aimed to identify the critical factors that affected the use of e-learning by university students during the pandemic. These critical factors will help to increase the efficiency of future development and deployment of online learning systems. Through a literature review, this study employed the technology acceptance model, social support, and task–technology fit as the theoretical basis to establish the framework of the online learning environment with regards to the technology acceptance model in the context of emergency management. A questionnaire survey was administered to students in universities that had implemented online teaching during the pandemic, and 552 valid responses were collected. The survey explored the factors affecting the willingness of higher education institution students to continue using online learning, and the following conclusions were drawn. (1) The easier an online learning platform was to navigate, the better it was perceived by the students, and thus the students were more willing to use it. (2) Ease of use and usefulness were associated with the teachers’ choice of platform and their ability to achieve a satisfactory fit between the course design and platform navigation, which thereby affected the students’ learning outcomes and attitude towards use. (3) The positive attitude of teachers towards teaching increased the students’ perceived ease of use of online learning. (4) During the pandemic, family support—a major support for teachers in online teaching—enhanced teachers’ attitudes towards, and willingness to provide, online teaching. A high level of support showed that the parents urged the students to learn and complete online learning tasks as instructed by the teachers, implying that family support could affect the students’ habits towards, adaptation to, and identification of online learning. The study results provide insights into the factors affecting the willingness of teachers and students to continue using e-learning platforms.

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“…They concluded that participants' intention to revisit and recommend the event depended on their perceptions of the event image and their satisfaction with the event. In addition to the previous research focusing on the events themselves (e.g., event quality or event image), Low and Pyun ( 2016 ) emphasized the importance of the sponsor's characteristics (e.g., sincerity, credibility), and believed that the outstanding characteristics can enhance a positive attitude toward sponsorship activities, such as sports sponsorship of local and amateur colleges (Ko et al, 2017 ; Su and Chen, 2020 ; Su and Lai, 2021 ; Su and Wu, 2021 ).…”

Section: Literature Reviewmentioning

confidence: 99%

An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention

Hsiao

Tang

2021

Front. Psychol.

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The purpose of this study is to investigate the relationship between the activation of experiential marketing, satisfaction with sponsored sporting events, brand equity, and subsequent product purchase intentions in a small-scale sponsorship campaign. Survey data were collected from 238 actual runners in the terminal rest area after they had completed a race. Structural equation modeling with the bootstrap method was carried out to examine the proposed hypotheses. Results revealed that in terms of product purchase intention, brand equity was the most influential factor, followed by experiential marketing activation and satisfaction with the sponsorship. Specifically, experiential marketing activation significantly influenced the sports sponsorship and the sponsor's brand equity; however, satisfaction showed an insignificant effect on purchase intention. In addition, the mediation test shows that brand equity is an important mediator of experience marketing and satisfaction to product purchase intention. Findings provide some empirical insights into how small-scale sponsorship can benefit sponsoring companies, including intangible brand assets and tangible product consumption. The results could encourage more companies to organize small-scale sponsorship races and to present brand-related experiences (e.g., experiencing product packaging, on-the-spot experience areas). In this way, opportunities may be provided to attract more runners (or potential consumers) to participate in the event and have a deeper brand experience. This study contributes to a better understanding of the effectiveness of small-scale sponsorship in Asia to increase the generalization of the small sponsorship literature. Small-scale sporting events can bring public attention and economic benefits to the host company, and encourage more people to participate, thereby resulting in long-term social and health benefits in the community.

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Applying data mining techniques to explore user behaviors and watching video patterns in converged IT environments

Cited by 34 publications

References 29 publications

Continuance Intention of University Students and Online Learning during the COVID-19 Pandemic: A Modified Expectation Confirmation Model Perspective

Continuance Intention of University Students and Online Learning during the COVID-19 Pandemic: A Modified Expectation Confirmation Model Perspective

Exploring the Critical Factors, the Online Learning Continuance Usage during COVID-19 Pandemic

An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention

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