Unveiling Learners’ Intentions Toward Influencer-Led Education: An Integration of Qualitative and Quantitative Analysis (Poster 48)

• In Event: AERA Poster Session Saturday 9:50 a.m.
  In Poster Session: Division G - Section 1: Education and Place, Space, Time Poster Session

Abstract

In the rapidly evolving landscape of social media, Influencer-led Education emerges as a novel learning model in the mobile learning era. This study adopts an integrated framework of grounded theory and fuzzy-set Qualitative Comparative Analysis (fsQCA). Based on 17 in-depth interviews, an Action-Decision Framework is established. Analysis of 150 questionnaires using fsQCA reveals five high adoption intention configurations and two low intention configurations, highlighting heterogeneity among learner cohorts. This research expands theories on learners' engagement with Influencer-led Education and provides insights into the mechanisms driving learning behaviors in novel scenarios.

Authors

• Xiaojiao Chen, Zhejiang University of Technology

• Jian Dai, Zhejiang University of Technology

• Zhebing Hu, Zhejiang University of Technology

• Yuhui Jing, Zhejiang University of Technology

• Chengliang Wang, East China Normal University