影響大學生口碑行為的因素之研究

Factors Influencing Word-of-Mouth Intention for Undergraduate Students

10.3966/181666012021041701002

顏永森(Yung-Shen Yen)

口碑意願 ； 大學聲譽 ； 師生關係 ； 教學品質 ； Word-of-mouth intention ； University reputation ； Teacher-student relationship ； Teaching quality

行銷科學學報

17卷1期（2021 / 04 / 01）

21 - 43

繁體中文

本研究擬探討影響學生口碑意願的因素，驗證大學聲譽、師生關係與教學品質對口碑意願的影響，並以滿意度與認同作為中介變項，以承諾作為調節變項。本研究以網路問卷調查218位大學生，採用結構方程模型驗證假設。結果發現，大學聲譽與教學品質是主要影響學生口碑意願的因素，滿意度與認同扮演重要中介角色。高承諾學生會透過學校認同，進而影響其口碑意願，但低承諾學生則是透過滿意度影響其口碑意願。因此，本研究延伸現有的口碑理論，應用於高等教育領域，並提供大學在招生時的策略方向。

This study aims to explore the factors influencing word-of-mouth intention for undergraduate students. We examined the impacts of university reputation, teacher-student relationship and teaching quality on word-of-mouth intention. Satisfaction and identification acted as two mediators in the model. We also tested the moderating effect of commitment on the relationships of the model. An online survey was conducted and 218 undergraduate students were investigated. Structure equation modeling was conducted to test the hypotheses. The findings show that university reputation and teaching quality are the main factors influencing word-of-mouth intention. The mediating effects of satisfaction and identification and the moderating effect of commitment both are significant in the model. Students with high level of commitment have higher impacts on word-of-mouth intention through identification, while students with low level of commitment have higher impacts on the intention through satisfaction. The contribution of the study is two-fold. The first is to extend the extant knowledge of word-of-mouth theory in the context of higher education; the second is to provide the strategy of recruiting students for universities.

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