The THE INFLUENCING FACTORS AND MECHANISMS OF SATISFACTION AMONG HANDCRAFT LEARNERS IN SHANXI UNIVERSITIES UNDER THE CONTEXT OF DIGITAL MEDIA
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Abstract
This study investigates the factors influencing university students' satisfaction in digital media-based handicraft learning in Shanxi Province, China. The primary objectives are to identify key determinants of satisfaction such as learner expectations, personalized learning environments, previous learning experiences, learner initiative, perceived quality, and perceived value; to examine the mediating effects of perceived quality and perceived value; and to develop a satisfaction model integrating the American Customer Satisfaction Index (ACSI), the Technology Acceptance Model (TAM), and Experiential Learning Theory (ELT). A mixed-methods research design was adopted, employing both quantitative and qualitative approaches. Data were collected through structured questionnaires with 428 valid responses and in-depth interviews with relevant participants. Structural Equation Modeling (SEM) was used to test the model and analyze the direct and indirect relationships among variables. The results reveal that learner expectations, personalized learning environments, and previous experiences directly impact satisfaction, while perceived quality and value mediate these effects. Learner initiative, however, does not have a direct effect but is influenced by other variables. The study concludes that satisfaction in digital handicraft learning is multifactorial and shaped by both technical and experiential dimensions. Based on the findings, practical recommendations are proposed for optimizing digital learning platforms, enhancing personalized learning strategies, and integrating cultural education with digital innovation. Future research is encouraged to explore longitudinal changes and the application of artificial intelligence in personalized digital handicraft education.
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