Determinants of CapCut Acceptance by Digital Media Students in Universities in China

Purpose: This study investigates the determinants of CapCut acceptance among digital media students in Chinese universities, drawing on a conceptual framework to propose causal relationships among Perceived Usefulness, Perceived Ease of Use, Compatibility, Behavioural Beliefs, Peer Influence, Superior Influence, Normative Beliefs, Attitude, Subjective Norms, and Behavioural Intention. Research design, data and methodology: The researcher applied a quantitative method (n = 493), distributing questionnaires to digital media students. A multi-stage nonprobability sampling design was employed: Step I involved purposive sampling to select the Department of Digital Media at three universities; Step II applied stratified sampling to target sophomore and junior students within these departments. Confirmatory Factor Analysis and Structural Equation Modelling assessed model fit, reliability, and validity. Results: The results explicated that Perceived Usefulness, Perceived Ease of Use, Compatibility, and Behavioural Beliefs significantly influence students’ Attitude towards using the video editing software. Concurrently, Peer Influence, Superior Influence, and Normative Beliefs were found to have an impact on students’ Subjective Norms. Furthermore, both Attitude and Subjective Norms emerged as significant predictors of Behavioural Intention. All nine hypotheses were empirically supported. Conclusions: Educators, institutions, and developers should enhance usability, compatibility, and social reinforcement to sustain students’ CapCut acceptance.