Exploring The Impact Of Universities’ Digital Advancement On Students' Perceptions – A Driver of Reputation and WOM behavior?

dc.contributor.author Colin, Delphine
dc.contributor.author Mahr, Sarah
dc.date.accessioned 2016-12-29T00:47:59Z
dc.date.available 2016-12-29T00:47:59Z
dc.date.issued 2017-01-04
dc.description.abstract Universities nowadays face an increasing competition \ for high-potential students. As students rely on opinions \ of their peers when deciding for a study program, universities \ benefit from positive word-of-mouth (WoM). A \ good way to increase positive WoM is to establish a favorable \ reputation among their current students. Therefore, \ this study investigates reputational drivers with a \ focus on the influence of digital offers. It explores students’ \ perceptions of universities’ digital advancement \ and how it impacts university reputation and their WoM \ behavior. First, this paper introduces a measurement \ for students’ perception of their universities’ digital advancement \ (PDA). The results of a PLS-SEM model underline \ the quality of the proposed measurement. Second, \ this paper highlights the explanatory power of the \ PDA construct on students’ assessment of university \ reputation and on their WoM behavior. Particularly, results \ show that the PDA construct is the third most influential \ driver for universities’ likeability and students’ \ related WoM behavior.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2017.237
dc.identifier.isbn 978-0-9981331-0-2
dc.identifier.uri http://hdl.handle.net/10125/41391
dc.language.iso eng
dc.relation.ispartof Proceedings of the 50th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject reputation
dc.subject higher education
dc.subject digital
dc.subject students
dc.subject word-of-mouth
dc.title Exploring The Impact Of Universities’ Digital Advancement On Students' Perceptions – A Driver of Reputation and WOM behavior?
dc.type Conference Paper
dc.type.dcmi Text
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
paper0242.pdf
Size:
961.65 KB
Format:
Adobe Portable Document Format
Description: