Exploring Chinese College Students’ Motivations to Participate in Cross-Border E-Commerce Skill Training

Abstract

This paper examines college students’ motivations to participate in cross-border e-commerce skill training. The study conducted a semi-structured interview with participants of cross-border e-commerce workshops at Huaihua University using the ARCS motivation model. According to the findings, relevance and attention motivational components significantly attract students to the cross-border e-commerce skill training program. In contrast, confidence and satisfaction motivational components act as supportive motivators to persuade students to participate in the training program. Students’ knowledge of cross-border e-commerce platforms impacts their interest and attention to cross-border e-commerce workshops and their confidence and satisfaction with their learning process. It is recommended that the design of the university’s cross-border e-commerce skill training program should be optimized. Doing so is expected to maximize students’ motivations to participate in cross-border e-commerce skill training by promoting knowledge of cross-border e-commerce platforms to students of different levels.