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ItemA comparative study of motivation for and situational interest in learning Chinese as a foreign language among Thai upper elementary school studentsPurpose: The purpose of this study was to determine whether there was a significant difference in motivation for and situational interest in learning Chinese as a foreign language (CFL) among Grades 4-6 students at an international school in Bangkok. Research design, data and methodology: In order to accomplish this purpose, a quantitative comparative research design was employed on 36 students from Grade 4, 31 students from Grade 5, and 32 students from Grade 6 enrolled in an international school in Bangkok, in the academic school year 2021- 2022. Motivation-related data were gathered through administering the Motivation for Learning Chinese Questionnaire (MLCQ), adapted from Gardner (2010), while the situational interest scale was measured using the Situational Interest Scale (SIS), adopted from Chen et al. (1999). Results: The overall level of motivation for learning in CFL of the participants, regardless of their grade, was partially high and was numerically very similar across grades, whereas the overall level of situational interest in learning CFL was moderate regardless of the grade, and numerically dropped in Grade 6. Moreover, there was no statistically significant difference in either motivation for or situational interest in learning CFL among Grade 4, Grade 5, and Grade 6 students at the target school. Conclusions: The results indicate that being enrolled in either Grade 4, 5 or 6 at the target school appears to have no statistical effect on the participants’ motivation for and situational interest in learning CFL.
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ItemA comparative study of students' motivation and perception of parental encouragement for learning englishPurpose: The purpose of this quantitative comparative study was to determine whether there were significant differences among Grades 3-5 students’ motivation and perception of parental encouragement for learning English at an International School in Nonthaburi, Thailand. Research design, data and methodology: A total of 102 students participated in this study. The research instrument was the Motivation and Perception of Parental Encouragement for Learning English Questionnaire (MPPEFLEQ) which was adapted from the international version (2004) of Gardner's Attitude/Motivation Test Battery (AMTB). Results: The results showed that there was a significant difference in both motivation and perception of parental encouragement for learning English among Grades 3-5 students at International School in Nonthaburi, Thailand. Conclusions: The results indicated that there were significant differences between students’ drive for learning English and parental support for learning English among Grades 3-5 students at an International School in Nonthaburi, Thailand.
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ItemA correlational study of student engagement and attitudes toward learning english with english academic achievementPurpose: The purpose of this quantitative study was to determine whether there was a significant relationship between student engagement and attitudes toward learning English with English academic achievement of Grade 3 students at an international school, Thailand. Research design, data and methodology: A total of 115 students participated in this study. The first research instrument was the Student Engagement and Attitudes Toward Learning English Questionnaire (SEATLEQ). It consisted of the Engaged Learning Index (ELI): Student Engagement to determine the level of student engagement; and Attitudes Toward Learning English Questionnaire (ATLEQ) to determine students’ attitudes toward learning English. The second research instrument was the English Final Test for Grade 3 students to analyze their English academic achievement. Results: The findings indicated that Grade 3 students at the target school had an overall high engagement level for learning English. While the overall level of attitudes toward learning English was interpreted as partially positive. The English Final Test depicted that students had a good level of English academic achievement. Conclusions: The results specified that there was a strong, positive, and significant relationship between student engagement and attitudes toward learning English with English academic achievement of Grade 3 students at an International School in Thailand.
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ItemA correlational-comparative study of self-regulation in learning Chinese as a foreign language and Chinese as a foreign language academic achievement of grade 9 and grade 10 students in a private school in ThailandThe study aimed to investigate whether there was a significant relationship between the self-regulation in learning Chinese as a foreign language and Chinese as a foreign language academic achievement. Besides, the purpose of the study was to compare if there was a significant difference of self-regulation in learning Chinese as foreign language between grade 9 and Grade 10 students in a private school in Samut Prakan, Thailand. This study involved 259 students enrolled in private schools for the 2021-2022 academic year. This research was designed as a comparative-correlational study. Two research instruments were employed to collect the data. The first was the Questionnaire of Self-Regulation in Learning Chinese as a Foreign Language, which was adapted from the Strategy Inventory for Language Learning(SILL) (Oxford,1989). Secondly, the summative assessments were used as a research instruments to measure the Chinese as foreign language learning academic achievement for Grade 9 and Grade 10 students. Descriptive statistics, means and standard deviations were employed to analyze the students’ self-regulation in learning Chinese as a foreign language and Chinses as a foreign language academic achievement. Pearson product moment correlation was used to find the relationship between the self-regulation in learning Chinese as a foreign language and Chinese as a foreign language academic achievement. A two-tailed independent sample t- test was employed to compare the difference between Grade 9 and Grade10 students’ self- regulation in learning Chinese as a foreign language. The results of the research showed that there was a significant relationship between self-regulation in learning Chinese as a foreign language and Chinese as a foreign language academic achievement. In addition, there was a significant difference of self-regulation in learning Chinese as a foreign language between Grade 9 and Grade 10 students. On the basis of findings, the researcher offered recommendations to teachers, students, school administrators and scholars.
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ItemA Genre-Based Analysis of Vietnam Tourist Attraction Brochures with Pedagogical PurposesTourism brochure is one of the most popular advertising channels in the tourism industry and an inevitable task of tourism staff’s work. In learning and teaching English for tourism, tourism brochures can be used as teaching materials and a way of exposing students to authentic texts. In the new technology era, digital brochures play a vital role in tourism promotion. Therefore, this study aimed to explore digital attraction brochures’ generic structure for contributing to brochure writing and implications in English for tourism. In this research, 24 digital Vietnamese attraction brochures of highly reputed company websites in Vietnam were selected by purposive sampling for analysis based on Bhatia’s (2004) move-structural analysis. The findings were figured out with the generic structural model of the brochures, which comprised six moves, including (1) Captivating Titles, (2) Targeting Potential Tourists, (3) Attractions Information, (4) Establishing Credentials, (5) Directive Information, and (6) Soliciting Responses. The strategies for designing tourism brochures included four communicative purposes: attention getting, information supplying, persuasive messaging, and reaction reminding. Through the research findings, pedagogical implications were finally recommended as an English for tourism instruction.
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ItemA glittering market: the enhancement of purchase intentions of consumers to buy diamond jewelry in Phnom Penh, CambodiaPurpose: This paper aims to examine key factors influencing consumers’ purchase intentions toward diamond jewelry in Phnom Penh, Cambodia. The conceptual framework determines the relationship between perceived uniqueness, perceived hedonism, subjective norm, conspicuous value, reference group influence, attitude, individual luxury value perception, and purchase intention. Research design, data, and methodology: The population is based on 500 customers purchasing diamond jewelry from four big local jewelry stores in Phnom Penh. The sampling methods are judgmental, quota, and convenience sampling. Before the data collection, the Item Objective Congruence (IOC) Index and Cronbach’s Alpha of the pilot test (n=50) were conducted the ensure validity and reliability. The data analysis is made through confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results: The results revealed that perceived uniqueness, hedonism, subjective norm, and conspicuous value significantly influence attitude. Reference group influence has a significant influence on individual luxury value perception. Furthermore, attitude and individual luxury value perception significantly influence purchase intention. Conclusions: This research can contribute to diamond jewelry business owners and marketers understanding the motivation behind customers’ purchasing intention and improving the attributes of products and services to enhance market expansion and sales revenue.
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ItemA Model forDeveloping Leadership Skills for Music Students at Public Universities in Zhuzhou, ChinaMore and more higher education institutions are emphasizing developing student leadership skills. This study aimed to create a model to improve the leadership skills of music students at public universities in Zhuzhou, China. This study utilized a mixed-method research design. The qualitative aspect used a systematic approach to find variables to develop the questionnaire from secondary literature and interview data-the quantitative element involves the use of numerical analysis of findings from the questionnaires. The total sample size for the study was 546 music students. The research instruments were questionnaires and model validation forms. Data were analyzed using descriptive statistics. According to the results of the study, 1) the leadership skills needed for music students in universities were communication,delegation, flexibility, positivity, motivation, commitment, trustworthiness, and responsibility. 2) Two leadership skills, delegation and responsibility, needed to be prioritized in developing music students at Zhuzhou Public Universities in China. 3) The researcher finally proposed a model based on these two leadership skills and related research theories evaluated and revised by experts. 4) The final conceptual model was designed as a triangle focusing on three primary levels: personal, university, and social. Finally, the experts approved the model for developing leadership skills for music students at Zhuzhou Public Universities in China and can be generalized to Zhuzhou Public Universities in China.
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ItemA needs assessment of communication and employee performance: a case study of PKK auto Partnership Limited, Thailand(Bangkok : Assumption University, 2022) Thanthicha Phachirananwanich ; Fernando, Maria Socorro C. L.Both company communication and employee performance play an increasingly essential role in many organizations throughout the world. Many companies are struggling to enhance better company communication and employee performance through training and career development because these can lead to the good image of organization and the effectiveness of entire organizational performance. This research intended to discover the priority needs for the improvement in terms of the forms of communication, company communication, and employee performance by using the case study of PKK Auto Partnership Limited in Thailand. There are two major research objectives including 1) To determine the current situation and expected situation of the company’s communication and employee performance based on perceptions of employees and customers and 2) To design a training plan based on the results of the research study. To prioritize the needs for enhancing better company communication and employee performance, the quantitative research method using Priority Needs Assessment Modified (PNIModified) was utilized in this research study. The key results based on the quantitative findings were the company communication (PNIModified = 0.1644) sorted as the 1st rank of priority needs index followed by forms of communication (PNIModified = 0.1588) and employee performance (PNIModified = 0.1468), respectively. A training plan was designed based on the results of the study.
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ItemA proposed enhancement initiative for employee engagement, organizational resiliency, and organizational sustainability: a case of the center for diversity and National Harmony (CDNH) Myanmar(Bangkok : Assumption University, 2023) Naing, Nyi Nyi ; Sirichai Preudhikulpradab ; Barnes, John ArthurThis mixed-method research has three objectives: 1) examine the current condition of employee engagement, organizational resiliency, and organizational sustainability of all employees' levels and rank the priority needs; 2) explore interviewees’ perceptions of how to enhance employee engagement, organizational resiliency, and sustainability. 3). develop an initial proposal for enhancement initiative, organizational resiliency, and sustainability at CDNH. The instruments employed included: a\structured questionnaire (N=90) and an in-depth interview (N=10). The target populations comprise all employees, middle-level management, and top-level management, the purposive sampling method. The data analysis treatments include descriptive statistics and PNI Modified for the structured questionnaire and contents analysis for the interview. Findings showed that based on the PNI modified, Employee Engagement (PNI Modified =0.345) was ranked as the priority need for organizational sustainability in the Center for Diversity and National Harmony, Organizational Resilience (PNI Modified = 0.334) was ranked as the second priority need level, the Organization Sustainability (PNI Modified = 0.249) was ranked the third. The recommendations are that the CDNH organization focuses on the three main competencies factors to develop enhancement initiatives for employee engagement, organizational resiliency, and organizational sustainability. Lastly, the data obtained from the questionnaire and open-response questions were analyzed by using descriptive statistics and content analysis. According to the content analysis inter-coding, social harmony, stakeholder engagement, and accountability and transparency had been mentioned among 10 informants that could be improved for employee engagement, organizational resilience, and organization sustainability. Additionally, the key informants believe that team building, creating a good working environment, and staff capacity building are factored in developing these three areas. As there are many levels and employees within the organization at the same time, it might not be unity. Moreover, allocating their workplace without creating or supporting a good working environment was discussed among 10 key informants. Lastly, the informants believe that building staff capacity was considered a critical need for employees according to their tasks and responsibility. For further studies, to identify conducting research focused on stakeholders' engagement and working conditions, as well as employees' satisfaction in the Center for Diversity and National Harmony.
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ItemA proposed service portal platform for appliance maintenance in Bangkok(Bangkok : Assumption University Press, 2022) Hao Hao Suwanpanmanee ; Shinasharkey, Taminee ; Unyapoth, AsisNowadays, handheld device is the tool people carry all along their daily life for both personal and business purpose especially for service and shopping proposes. Currently, there are already existing several famous portals for shopping goods for example Shopee, Lazada, and Central. However, the services such as maintenance service, are still seen either limited to physical barrier in the local area or sitting in the unadvertised domain name unless visited physically. This paper presents a proposed service platform for maintenance daily life appliance usage which scattered across cities by initiate a portal application. Looking at many famous applications to utilize as customer service platform, LINE application was chosen as launching service channel. The application provides the functions that allows customer who bring their appliance to drop at the specific locations and customers to bring in their shoes, choose the service type and make payment, and pick up later when notified as finished. Whilst back office is located locally, the orders coming in and out can be picked up by scheduled transport without the need to consume expensive space. The trial location is established. By integrating maintenance service over IT, local maintenance service like shoes fixing can obtain more traffic and deliver more value. Each pair of shoes are separated by order which can be tracked for individual. Both cobblers and customers can communicate via LINE to eliminate any confusions and mistakes. This brings more transparency, reliability, and trust to the customers.
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ItemA study examining undergraduate students’ satisfaction and continuance intention with E-learning in Beijing, ChinaPurpose: This study investigates the factors impacting undergraduate students’ satisfaction and continuance intention with e-learning in Beijing, China. The main theories were Information Systems Success Model (ISSM), Expectation Confirmation Theory (ECT), and Technology Acceptance Model (TAM). Perceived usefulness, confirmation, satisfaction, system quality, information quality, service quality, and continuance intention were all interconnected in the conceptual framework. Research design, data, and methodology: 479 questionnaires were completed by students in the four departments of the Beijing Film Academy. The study employed three sampling techniques: purposive sampling, quota sampling, and convenience sampling. To ensure content validity, the index of item-objective congruence (IOC) was utilized, along with a pilot test involving a sample of 50 participants, and the reliability of the measurements was assessed using Cronbach's alpha coefficient. Additionally, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed to analyze the data and generate the findings. Results: All eight hypotheses proposed in the study were supported. Confirmation has a significant impact on perceived usefulness. Perceived usefulness, confirmation, system quality, information quality, and service quality significantly impact satisfaction. Perceived usefulness and satisfaction significantly impact continuance intention. Conclusions: College teaching practitioners should focus to enhance e-learning’s efficiency and student’s motivation to continue using online education appropriately.
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ItemA study of the effect of leadership style towards organizational culture on job satisfaction and employee performance in BangkokThis study endeavors to explore the intricate interplay among leadership style, organizational culture, job satisfaction, and employee performance within the organizational landscape of Bangkok, Thailand. Employing a single linear regression (SLR) methodology and a blend of primary and secondary data collection techniques, the research delves into the factors influencing leadership style in the unique context of Bangkok. The investigation adopts an archival study approach, involving 395 respondents with a minimum of six months of work experience in diverse companies or organizations. To enrich the study, five theoretical frameworks from prior research are integrated to formulate a new conceptual framework. The findings underscore significant correlations between the variables under examination, revealing that leadership style significantly influences organizational culture, job satisfaction, and employee performance. Furthermore, the study unveils the pivotal role of organizational culture in shaping both employee performance and job satisfaction. While offering valuable insights, this research is not without limitations. It focuses exclusively on the impact of leadership style on organizational culture, job satisfaction, and employee performance in Bangkok, potentially constrained by time and budgetary restrictions. The study's scope is confined to the city of Bangkok, with data derived from a sample of 395 respondents, potentially limiting its generalizability to the entire Thai population or applicability to different countries and time frames. Nevertheless, this research contributes a comprehensive and innovative framework for comprehending the dynamics of leadership style, organizational culture, job satisfaction, and employee performance within the specific organizational context in Bangkok.
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ItemA synopsis of the development of a framework of reference for english language education in Thailand (FRELE-TH)The purpose of this article is to address the need for a Framework of Reference for English Language Education in Thailand (FRELE-TH 2017) based on the Common Europe Framework of Reference for Languages (CEFR, 2001 2018) which was first introduced and practiced among the European countries. CEFR framework has been adopted into language education systems of the majority of Asian countries as well as other parts of the world. As English is the working language of the ASEAN Economic Community people can cross borders to fulfil their social, economic and educational needs. However many Thais do not have the proficiency in English to compete in terms of English, thus hindering their mobility within the ASEAN context. By looking at the basic principles that would benefit the English language teaching and learning in Thailand using FRELE-TH and understanding the difficulties when adopting and modifying CEFR ‘CAN Do’ approach might be a more realistic solution to improving the standard of English in the Thai education system.
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ItemAbnormal return on stock split-revisiting the evidence of Thailand during 2009-2018(Assumption University Press, 2020) Sedthaporn Tosiriwatanapong ; Thananporn Sethjinda ; Nopphon TangjitpromAn abnormal return on the stock split is one of the most prominent debates in the finance industry. Positive signaling and optimal trading range hypotheses are underlying principles that are commonly used to describe a positive market reaction to the stocksplit. This research paper focuses specifically on the market’s reactions by the announcement date of the stock split, applying firm size and price range to explore insightful connections. The samples are listed companies in the Stock Exchange of Thailand(MAI excluded) with a stock split from January 1, 2009, to December 31, 2018, aiming to capture data in all economic cycles. To examine positive abnormal returns around announcement date, the event-study-methodology is applied. The study indicates that average abnormal return (AAR) and cumulative average abnormal return (CAAR) are significantly positive during the announcement. Applying firm size in the study, the market tends to react more positively to small-size firms, likewise, low-price. The pieces ofevidence indicated that stocks responded more positively by reason of consciously or subconsciously anticipation to post-splits. The investors are able to apply the rationales and logic behind this corporate action to distinguish between fundamental changes and expectations for their investment decisions in financial markets.
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ItemAchieving satisfaction and loyalty of teacher training major students in Chuxiong, ChinaPurpose: The aim of this study is to investigate the factors influencing the satisfaction and loyalty of teacher training major students in Chuxiong Normal University. The conceptual framework proposes causal relationships among academic aspect, reputation, service quality, facility, student satisfaction and student loyalty. Research design, data and methodology: The researcher used the quantitative method to distribute online questionnaires to 500 students of Chuxiong Normal University. The sampling techniques are judgment sampling, quota sampling, convenience sampling and snowball sampling. Before collecting the data, researcher ensured construct validity by using the index of item-objective congruence (IOC). Then, Cronbach's Alpha reliability test was carried out to validate internal consistency of constructs in the pilot test. The data were analyzed by confirmatory factor analysis (CFA) and structural equation modeling (SEM), including goodness of model fit, reliability and validity. Results: The results reveal that reputation, service quality and facility significant affect student satisfaction. Furthermore, student satisfaction has a significant impact on student loyalty. On the other hand, academic aspect has no significant impact on student satisfaction. Conclusions: Academic practitioners and university executives should improve student satisfaction and loyalty by promoting good reputation and evaluating the efficiency of academic program, service and facility.
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ItemAction research of goal-setting as ODI to improve employee motivation, engagement in Thai CCTV, ThailandThis study intended to answer the question of how to make Thai Central Chinese Television Group (Thai CCTV) profitable while improving customer satisfaction? The study investigations were through observations, interviews, and analysis of primary data from employees, suppliers, cable TV owners with total of thirty-three participants. In particular, the main research questions encompass as: 1) What is Thai CCTV’s current situation on employee motivation, employee engagement, operational excellence and customer satisfaction? 2) What ODI techniques can be implemented/ applied to increase the level of employee motivation and to increase the level of employee engagement? 3) Are there any differences between pre and post OD intervention on the level of employee motivation and employee engagement? 4) Are there any differences between pre and post OD intervention on the level of operational excellence? 5) Are there any differences between pre and post OD intervention on the level of customer satisfaction? The study used open-ended interview questions and qualitative approaches to conduct interviews during diagnosis, pre- and post-intervention and compare the results before and after the intervention. The findings reveal that the participants were unanimous in belief that goal setting plays a significant role which influenced employee motivation, employee engagement, operational efficiency and customer satisfaction.
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ItemAdaptation of work from home or anywhere in the hospitality and tourism industry in Yangon and Mandalay, MyanmarDue to the COVID-19 epidemic, every country announced the lockdown, travel restrictions, social distancing, curfew and stop gathering the people to prevent the spreading virus. The national government of Myanmar announced this policy in the month start of April 2020. Because of that policy, all of the business industry has to change its operation method. This study aims to know about the impact and challenges of work from home or anywhere and this method can be adapted in the hospitality industry or not. This research conducted a qualitative method and data was collected by using purposive sampling, in-depth interviews with 9 managers, and 1 employee from both of the destination Yangon and Mandalay hotels. The thematic method was used to analyze the data by coding the key information from the interview transcripts. This study finds that the people who work in work from home or anywhere method they got the opportunity to learn new things and leisure time not only that they also facing the problem of cannot working well like office and unbalancing work and live performance. The most challenging part of them is a technology and cannot bring out the data information from the organization. So, the people who work at hospitality industry is not easy to do work from home or anywhere like other organization and still need to go office also have to serve the customer with the human touch, warming and welcoming. Therefore no one thinks that working ways can be adapt but no one knows about the future.
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ItemADOPTABILITY of IoTs IN THAILAND HEALTH CARESince Technology is driving changes in everyone life around the globe, It affects most of the aspects of our daily life. Health is one of the important things that everyone concern and cannot avoid being involved with. The initiative idea of the thesis is to find out the possibility that technology can bring and offer to Thailand health care system in both public and private sectors. The development of technology in Thailand’s Health Care depends on various factors such as ICT (Information and Communication Technologies) infrastructure, Human Resources skills of health specialists, world economy, Investment in IT healthcare businesses which creates new technologies that will drive consumer new behaviours, cost containment in healthcare system and businesses to deliver healthcare core value to consumers in the future. Thailand considers as a developing country, we are facing many challenges to deliver and empower core value of healthcare business to consumers from technology infrastructure, healthcare specialists to the end users or consumers. There are many unknown and uncontrollable factors in health care system that need to be taken into accounts such as personal interest, motivation to drive information and technology in healthcare to deliver core value of health care business and system to consumers that need to be discovered and develop in each individual person, communities and society as a whole in order to improve the adoptability of healthcare technology.
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ItemAdopting a blended learning approach for teaching Chinese classical danceThe main purpose of this study was to determine the effectiveness of the blended Chinese classical dance course in improving the dance performance of dance students at the College of Art and Design at Guangdong University of Petrochemical Technology, China. Opinions of students regarding their learning experiences in the blended learning environment were also obtained through a face-to-face interview. This research utilized a mixed methodology design. The quantitative part was the quasi-experiment to determine if the Chinese classical dance performance of students would improve after using the China Dance Network Application in a blended learning environment. The sample was selected using purposive sampling. The participants selected had not used China Dance Network Application before. There were four freshmen, two sophomores and five juniors who participated in the quasi-experiment. It was conducted for eight weeks to determine the effectiveness of the blended dance course. Before the quasi-experiment, participants took the pre-test and after eight weeks were completed, the participants took the post-test. Pre-test and post-test scores were compared and analyzed using the paired t-test. The qualitative part involved a face-to-face interview with all 11 participants. Results of the paired t-test showed that there were significant differences in the pre-test and post-test scores of the participants in terms of body rhyme, soft opening, dancing posture, rhythm style, and expressive force. Based on the interviews with 11 participants, they admitted that their dance performance had improved, the use of China Dance Network helped them in learning more about Chinese classical dance and they were more motivated in learning dance online and offline anytime. They used the Chinese Dance Network to learn dancing online, broadening their horizons, watching many dance videos, and learning more contents. The interviewees also added that compared with a single traditional classroom teaching, their interest in learning was stimulated.