A Convergence Study on Factors Influencing Undergraduate Music Students' Learning Stickiness in Online Education Live-Broadcasting Platforms

Zhao, Ruo Xi; Kim, Hyun Tai

doi:10.17548/ksaf.2025.01.30.307

A Convergence Study on Factors Influencing Undergraduate Music Students' Learning Stickiness in Online Education Live-Broadcasting Platforms

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Type: Academic journal

Author: Zhao, Ruo Xi (Sejong University) Kim, Hyun Tai (Sejong University)

Journal: Korea Institute of Exhibition Industry convergence The Korean Society of Science & Art Vol.43 No.1 KCI Accredited Journals

Published: 2025.1

Pages: 307 - 328 (22page)

DOI: 10.17548/ksaf.2025.01.30.307

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A Convergence Study on Factors Influencing Undergraduate Music Students' Learning Stickiness in Online Education Live-Broadcasting Platforms

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Online education has become an indispensable part of the modern education system, providing learners with flexible and extensive learning opportunities. In the field of music education, the rise of online live-broadcasting platforms has brought new possibilities and challenges to traditional music teaching. However, maintaining learners' continuous participation, i.e., learning stickiness, in a virtual environment has been a key issue facing online music education. Based on the Stimulus-Organism-Response (S-O-R) theory, this study examines the impact of course quality on undergraduate music students' learning stickiness in online education live-broadcasting platforms, as well as the mediating role of course experience in this process. Data were collected from 361 Chinese undergraduate music students through an online questionnaire survey conducted from September to October 2024. The participants were recruited from two major Chinese online education live-broadcasting platforms (VZAN and Xiao E Tech) using random sampling. The data were analyzed using SPSS 26.0 for descriptive statistics and SmartPLS 4.0 for structural equation modeling. The results revealed that expressing quality, utility quality, and carrier quality of courses significantly enhanced learning stickiness by influencing learners' course experience. However, contrary to expectations, the impact of course content quality on learning stickiness was not significant. These findings not only enrich the theoretical research of online music education but also provide practical guidance for optimizing online music course design and improving learning effectiveness. More broadly, this study provides a new perspective for understanding the special needs of professionally skill-oriented disciplines in online education environments, which may inspire online education research in other highly practical disciplines.

#Online Education Live-Broadcasting Platform #Course Quality #Course Experience #Learning Stickiness #Convergence Research

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I. Introduction
II. Theoretical Background
III. Research Hypotheses and Model
IV. Research Methods
V. Results
VI. Discussion and Implications
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