Developing the CET-4D model: An evidence-based instructional design framework for Generation Z learners

As Generation Z becomes the dominant force in online learning, developing effective instructional design for this demographic has become essential. This study examines Bilibili, a platform popular among Generation Z, to explore tailored instructional approaches. Through multimodal analysis of 45 high-impact educational videos from 15 top creators, we identified key design features and developed the CET-4D Model, integrating Cognition, Emotion, Technology, and four key drives (Cultural, Gamification, Social, Algorithmic). An 8-week quasi-experiment demonstrated that this model significantly enhances academic performance, boosts motivation, and reduces cognitive load compared to traditional MOOC instruction. The findings offer an evidence-based framework for optimising learning environments for Generation Z.