FACTORS EFFECTING STUDENTS’ INTENTION USING VISUAL COMMUNICATION DESIGN TECHNOLOGY: TECHNOLOGY ACCEPTANCE MODEL AT QINGDAO HARBOR VOCATIONAL AND TECHNICAL COLLEGE, CHINA Research Article
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This study explores the factors influencing students' intention to use the Technology Acceptance Model (TAM) in the context of visual communication design technology. The research employs TAM as a theoretical framework to analyze the key variables that affect students' intention to adopt visual communication design technologies. The objectives of this study are 1) to examine students’ behavioral intention, 2) to investigate students’ use of the TAM, and 3) to pinpoint the elements that influence students' desire to employ the TAM. We used a quantitative research approach, administering a structured questionnaire to a sample of 226 students to collect data. A Cronbach's alpha coefficient of 0.97 confirmed the overall reliability of the instrument. Statistical analyses included descriptive statistics, correlation analysis, and multiple regression analysis.
The results indicate that both perceived usefulness and perceived ease of use significantly influence students’ behavioral intention to use the TAM. We propose strategic recommendations based on these findings to optimize the integration of technology within educational settings. By enhancing students' engagement with the TAM framework, educational institutions can foster a more dynamic and effective learning environment that maximizes the benefits of technology adoption.
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