Analysis of Factors Influencing Intention to Engage in Online Learning in Chinese Calligraphy and Their Mediation Effects

The utilization of online platforms for the preservation of the culture of Chinese calligraphy has become increasingly common in the digital era. We studied learners’ intention to use online calligraphy teaching websites, adopting a mixed research method including both quantitative and qualitative analyses to examine the factors that engage online calligraphy learners. In total, 227 participants from a calligraphy learning community were analyzed using partial least squares structural equation modeling with mediation/moderation analysis. Usability and relative advantage significantly influenced the intention to use calligraphy websites. Perceived usefulness and attitude had a significant impact on usage intention. Both direct and indirect effects were observed for factors, including usability, ease of use, and relative advantage, whereas trialability and compatibility did not exhibit such effects. This study has theoretical and practical applications for scholars, practitioners, and managers in online calligraphy education in creating e-learning systems that align with learners’ preferences.