The Relationship Between Website Quality, University Image, e-WOM and Intention to Follow the University Website

Sutithep Siripipattanakul,Supaprawat Siripipatthanakul ,Pongsakorn Limna, Pichakoon Auttawechasakoon

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Published: May 20, 2022

Keywords:

Website Quality; Electronic Word of Mouth (e-WOM); University Image; Intentions to Follow; Digitalisation

Sutithep Siripipattanakul,Supaprawat Siripipatthanakul ,Pongsakorn Limna, Pichakoon Auttawechasakoon

Abstract

This study examines the relationship between website quality, university image, electronic
word-of-mouth (e-WOM) and intention to follow the university’s website in Thailand. The
online questionnaires of 214 were employed for the quantitative study through convenience
sampling. The complete collected data were analysed using the PLS-SEM program for
hypothesis testing. The results show that website quality significantly impacts the university's
image and turns it into the intention to follow the university’s website. University image
significantly influences e-WOM and turns it into the intention to follow the university’s
website. The implication could be applied to explain the relationship between website quality,
brand image, e-WOM and intention to follow the website of companies or organisations in any
sector. The recommendation is to expand more sampling to other countries to understand the
relationship. Also, qualitative research could give insight results for further study.

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Vol. 59 No. 2 (2022)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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