The Influence of University Visual Image on Student Behavior
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Many universities and institutions have begun to attach importance to their visual image. However, this occurrence is rarely investigated. This study seeks to analyze the relationship between student expectation (hedonic and utilitarian), satisfaction with university visual image (design, quality, and comfort), student loyalty, and word of mouth (WOM). An online survey tool (www.sojump.com) was employed from August 6–11, 2020 and recruited 200 respondents from one university. To accomplish the proposed objectives, a research model is tested through the use of structural equations. A positive relationship is found between student expectation and satisfaction with university visual image. Hedonic expectation improve most design satisfaction. Moreover, utilitarian expectation causes the highest increase in comfort satisfaction. In terms of the effect on loyalty and word of mouth (WOM), design and comfort satisfaction have a positively significant effect on student loyalty and WOM, but quality factor has no influence. Meanwhile, student loyalty exerts a positive influence on WOM. This work confirms that the construct which expectation influences the most is satisfaction with university visual image, and expectation is the most important factor in the mechanism by which visual image influences loyalty and WOM. All these findings can provide theoretical and practical implications for university visual designers or manager.
Abstract
Many universities and institutions have begun to attach importance to their visual image. However, this occurrence is rarely investigated. This study seeks to analyze the relationship between student expectation (hedonic and utilitarian), satisfaction with university visual image (design, quality, and comfort), student loyalty, and word of mouth (WOM). An online survey tool (www.sojump.com) was employed from August 6–11, 2020 and recruited 200 respondents from one university. To accomplish the proposed objectives, a research model is tested through the use of structural equations. A positive relationship is found between student expectation and satisfaction with university visual image. Hedonic expectation improve most design satisfaction. Moreover, utilitarian expectation causes the highest increase in comfort satisfaction. In terms of the effect on loyalty and word of mouth (WOM), design and comfort satisfaction have a positively significant effect on student loyalty and WOM, but quality factor has no influence. Meanwhile, student loyalty exerts a positive influence on WOM. This work confirms that the construct which expectation influences the most is satisfaction with university visual image, and expectation is the most important factor in the mechanism by which visual image influences loyalty and WOM. All these findings can provide theoretical and practical implications for university visual designers or manager.
참고문헌 (22)
- Alves, "The influence of university image on student behavior", International Journal of Educ ational Management, 24(1) (2010)
- Anderson, Gerbing, "Some methods for respecifying measurement models to obtain unidimensional construct measurement", Journal of Marketing Research, 19(4) (1982)
- Bagozzi, Yi, "Specification, evaluation, and interpr etation of structural equation models", Journal of the Academy of Marketing Science, 40(1) (2012)
- Brown, "The importance of institutional image to student satisfaction and loyalty within hi gher education", Higher Education, 58(1) (2009)
- Chang, "The effects of hedonic", utilitar ian expectations and social influence on continuance intention to play online games, 2014, pp.24(1), ~
- El-Adly, M. I., "Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty", Journal of Retailing and Consumer Services, 50 (2018)
- Farcas, D., "The image of e-learning: Perceptions about a Chilean University and the e-learning sys tem in the context of Chile", Doctor, pp.2010
- Fornell, "Evaluating structural equation models with unobservable variables and measure ment error", Journal of Marketing Research, 24(4) (1981)
- Hashim, "The moderatin g influence of trust on the relationship between in stitutional image", reputation, perceived value on st udent loyalty in higher education institution, 2015, pp.5(3), ~
- Hill, Epps, "The impact of physical classroom environment on student satisfaction and student evaluation of teaching in the university environment", Academy of Educational Leadership Journal, 14(4) (2010)
- Jiewanto, "Influence of service quality, university image, and student satisfaction toward WOM intention: A case study on Universit as Pelita Harapan Surabaya", Procedia Social & Behavioral Sciences, 40(10) (2012)
- 이하나, "단과대학 브랜드 경쟁력 제고를 위한 로고디자인 기초연구", 브랜드디자인학연구, 16(3), pp.45~56 (2018), 사단법인 한국브랜드디자인학회[DOI]
- Letcher, "Determinants of undergraduate business student satisfaction", Research in Higher Education Journal (2010)
- Osman, "Exploring mediating role of institutional image through a complete structur al equation modeling (SEM): A perspective of hig her education", International Journal for Quality Re search, 12(2) (2018)
- Radiman, "The effect of marketing mix, service quality, Islamic values and institutional image on students' satisfaction and loyalty", Expert Journal of Marketing, 6(2) (2018)
- Realize, "The influence of using academic information system on private uni versity image and its impact to competitive advan tage", Archives of Business Research, 5(8) (2017)
- Realize, R., "Analysis of trust through academic inf ormation system and image of private university", Archives of Business Research, 6(6) (2018)
- Temizer, "Implementation of student satisfaction index model in higher education instit utions", Procedia - Social and Behavioral Sciences, 46 (2012)
- Usulu, "Word of mouth, bran d loyalty, acculturation and the Turkish ethnic mi nority group in Germany", Procedia - Social and B ehavioral Sciences, 99 (2013)
- Wilkins, "Student evaluation of universi ty image attractiveness and its impact on student attachment to international branch campuses", Journal of Studies in International Education, 17(5) (2013)
- Yang, Becerik, "A study on student perceptions of higher education classrooms: Impact of classroom attributes on student satisfaction and performance", Building & Environment, 70 (2013)
- Yugo, "Understanding students' university educational image and its role in college choice", Psi Chi Journal of Undergraduate Research, 12(1) (2007)