Drivers of social media application satisfaction among students in higher vocational colleges — an empirical analysis based on uses and gratifications theory

IntroductionSocial media in higher vocational colleges commonly faces problems such as content homogenization, insufficient interactivity, and disorderly vocational resources, which lead to lower student satisfaction. Existing studies mostly focus on general universities or general user groups, and insufficiently examine the demand differences and satisfaction driving mechanisms of vocational college students. Therefore, based on Uses and Gratifications Theory (UGT), this study takes vocational