PERSPECTIVE OF USER MOTIVATION AND SATISFACTION AS KEY DRIVERS OF KNOWLEDGE TRANSFER IN NANO-LEARNING
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This research aims to: 1) to examine the influence of user motivation on engagement in nano-learning environments. 2) to investigate the effect of user satisfaction on engagement and subsequent learning effectiveness. 3) to analyze the mediating roles of engagement and watch time in facilitating knowledge transfer on short-form video platforms. Data were collected from 538 Chinese users aged 18–35 familiar with nano-learning on short video platforms. All variables were measured using five-point Likert scales adapted from prior studies. Data from [N] participants were analyzed using SEM.
Results show that: (1) motivation (β = 0.459) and satisfaction (β = 0.428) enhance engagement; (2) engagement affects watch time (β = 0.362) and learning effectiveness (β = 0.256), while watch time has the strongest effect (β = 0.750); (3) the model explains substantial variance (R² = 0.683, 0.592, 0.562).
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