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