The rapid growth of social media platforms such as Douyin has generated increasing interest in their educational potential. This study aims to examine the key factors influencing undergraduate students _ voluntary use of Douyin for educational purposes. Data were collected via cluster sampling from 547 students at Pingdingshan University, representing the general undergraduate institutions in Henan Province. Structural Equation Modeling (SEM) was used to analyze the relationships among Adoption, Purpose, and Personal Factors, and to test the mediating role of Purpose between Adoption and Educational Usage. The results indicated a good model fit, with adoption ( _ =0.365, p..

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