ABSTRACT:
This study investigates the impact of Electronic Word-of-Mouth (EWOM) on high school students’ enrollment intentions for private universities in Vietnam, focusing on the mediating role of University Image and the moderating role of Gender. Using Structural Equation Modeling (SEM) with a sample of 254 students, the findings reveal that EWOM positively influences University Image, which in turn affects enrollment intention. The effect of EWOM on University Image is stronger among female students. The study offers managerial insights for private universities to leverage EWOM in cost-effective marketing strategies.
Keywords: Electronic Word-of-Mouth (EWOM), University image, Enrollment intention, Gender, Private Universities
1. Introduction
Traditional word-of-mouth has long influenced consumer decisions, and with the rise of the Internet, electronic word-of-mouth (EWOM) has become even more impactful. Social media platforms like Facebook and Instagram allow users to easily share experiences, affecting brand trust, image, and purchase intentions-especially when feedback is negative (Gregoire et al., 2009; Wu & Wang, 2011; Bechwati & Morrin, 2003). According to Kotler and Keller (2014), during the decision-making process, consumers compare brand images based on both personal experiences and external information sources, with EWOM playing a key role. Negative EWOM often outweighs positive feedback, posing reputational risks (Beneke et al., 2015; Shang et al., 2006).
In the context of education, as an intangible service, prospective high school students heavily rely on reviews and experiences of current or former students when selecting universities (Kotler et al., 2006). This is especially true for private universities, where tuition and perceived quality are critical factors. However, research on how EWOM affects Vietnamese students’ enrollment decisions is limited.
This study investigates the relationship between EWOM and high school students’ enrollment intentions, with university image as a mediating factor and gender as a moderator. The findings aim to offer practical insights for private universities in refining marketing strategies and enhancing digital engagement to attract students.
2. Theoretical background and research hypothesis
2.1. Private university in Vietnam
The growth of private higher education in Vietnam is closely linked to the Đổi Mới (Renovation) policy initiated in 1986, which transitioned the country from a centrally planned economy to a market-oriented one. This policy shift enabled the privatization of various sectors, including education, leading to the establishment of private higher education institutions (PHEIs). Initially, regulations for PHEIs were highly interventionist, reflecting the government’s inexperience with the sector. Over time, these institutions have become essential in Vietnam’s higher education system, helping to accommodate a rapidly growing population and workforce development needs (The HEAD Foundation, 2022).
2.2. Electronic Word-of-Mouth (EWOM)
With the rapid growth of the Internet, EWOM has become an effective way for consumers to engage in unpaid advertising, sharing, and discussing their direct experiences with products and brands (Chevalier & Mayzlin, 2006). EWOM generally functions in two main ways: as information providers and as recommenders. Consumers provide insights on products and services that meet their needs, while also making recommendations on how to best use those products/services (Park, Lee, & Han, 2007).
The interactive features and recommendation functions make EWOM a vital channel managed by consumers, where individuals are independent, deemed credible, and often more reliable than traditional marketing messages. This reduces consumer uncertainty and mitigates purchase risks (Hennig-Thurau & Walsh, 2004).
2.3. EWOM and purchase intention
EWOM messages help reduce risks and uncertainty when purchasing products and making consumer decisions (Tsimonis & Dimitriadis, 2014). Chevalier & Mayzlin (2006) argued that electronic word-of-mouth influences consumers’ purchasing behavior. The study by Berger, Sorensen, and Rasmussen (2010) found a positive correlation between the number of online customer reviews and purchase intentions toward a brand.
Lee & Shin (2011) observed that products with many positive reviews tend to have higher sales. However, if a review includes a negative aspect about a product/service, it can reduce consumers’ purchase intentions (Park & Lee, 2008). Based on this, the study proposes the following hypothesis:
H1: EWOM positively affects purchase intentions.
2.4. Brand image and purchase intention
Brand image plays a crucial role in creating trust, identity, security, and uniqueness for a brand (Aaker, 1996; Keller, 1993). As a result, it serves as a reference point that reduces uncertainty and provides useful information for consumer decision-making (Erdem, Swait, & Louviere, 2002).
Wu, Yeh, and Hsiao (2011) found that brand image positively influences purchase intention. Similar findings have been supported by studies such as Lien, Wen, Huang, & Wu (2015) and Jallivand & Samiei (2012).
Thus, the study proposes the following hypothesis:
H2: Brand Image positively affects Purchase Intention.
2.5. Gender
Gender differences in consumer behavior arise from social, cultural, and psychological factors (Meyers-Levy & Loken, 2015). In the context of EWOM, gender influences online communication patterns, with men typically more active in discussions, while women use the Internet for information and community engagement (Ulbrich et al., 2011; Gefen & Ridings, 2005). Women emphasize online security and consider both functional and social aspects of services, whereas men focus more on functional benefits (Garbarino & Strahilevitz, 2004; Dittmar et al., 2004). Additionally, women are more likely to browse reviews anonymously and show stronger reactions to reviews (Abubakar, 2012; Awad & Ragowsky, 2008).
To explore gender differences in EWOM influence within e-commerce, this study proposes the following hypotheses:
H3: There is a gender difference in the effect of EWOM on purchase intention.
H4: There is a gender difference in the effect of brand image on purchase intention.
Fig 1. Theoretical background
3. Research methodology
3.1. Sampling method and data collection
The research team conducted a preliminary study to refine and assess the observed variables before developing the formal study. The study targeted high school students who had previously consulted electronic word-of-mouth (EWOM) before deciding to enroll in private universities in Vietnam.
Among the 280 questionnaires distributed, 254 valid responses were collected, making the survey process eligible for further analysis. The questionnaire consisted of 12 observed variables measured using a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree). The EWOM scale (6 variables) was adapted and modified from the scale of Yong-Sook and Jin-Woo (2017), while the Brand Image (BI) scale (3 variables) and Purchase Intention (PI) scale (3 variables) were adopted from Abubakar (2016).
3.2. Research methods
Cronbach’s Alpha was used to assess the reliability of the measurement scales. For convergent and discriminant validity, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were performed. The research team then validated the proposed relationships using the Structural Equation Modeling (SEM) approach. Additionally, a multi-group analysis was conducted to examine the moderating role of gender.
4. Research results
4.1. Sample description
Statistical results indicate that 58% of the survey participants were female, and the majority of respondents (72%) were aged between 17 and 18. Most respondents came from households with a monthly income below 15 million VND (60.5%) and considered enrolling in private universities primarily to access better career opportunities and modern learning environments (74.2%).
Moreover, 57.8% of respondents had consulted EWOM about private universities through social media platforms, such as Facebook and TikTok, before making their enrollment decision. Finally, the majority of respondents (85.6%) reported spending over 2 hours per day accessing the Internet, especially for information related to university options and student experiences.
4.3. Testing for normality
Further analysis showed that the measurement model fit the data well, following Hair, Black, Babin, Anderson, and Tatham’s (2010) recommendations. The model fit indices met the required thresholds: (CMIN/DF) = 1.943 < 3, GFI = 0.96 (1 = maximum fit), CFI = 0.997, RMSEA = 0.068 < 0.08. Therefore, the theoretical model of this study is well-fitted to the collected data.
4.4. Estimating relationships and hypothesis testing
Table 1 presents the mean, standard deviation, and correlation between variables. The results show that EWOM is positively correlated with Brand Image and Purchase Intention. Brand Image also positively correlates with Purchase Intention.
Table 1. EWOM Result
Table 2 presents the regression analysis results. All regression coefficients were significant at the 5% level: EWOM significantly influenced Brand Image, EWOM significantly influenced Purchase Intention, and Brand Image significantly influenced Purchase Intention.
These findings support H1, H2.
Table 2. The regression analysis results
To examine the moderating role of gender, a multi-group analysis was conducted within the SEM framework. The measurement model was tested for invariance and, subsequently, the structural model was assessed for differences across gender groups.
Table 3. The structural model
5. Conclusion
The results show that EWOM positively influences high school students’ Enrollment Intention for private universities, with University Image playing a mediating role in the relationship between EWOM and Enrollment Intention. The proposed hypotheses were confirmed. Gender differences were observed, with EWOM and University Image having stronger effects on Enrollment Intention among female students than male students.
Managerial Implications:
- Using EWOM to develop short-term branding strategies: University Image is significantly influenced by EWOM. Therefore, private universities should integrate EWOM insights into their branding strategies, considering gender differences in perception.
- Increasing the number of potential students: As findings indicate that high school students seek and engage with reviews before making an enrollment decision, private universities should leverage social media and digital platforms to facilitate student interactions and encourage positive discussions.
- Building a strong university brand to attract students: Enhancing educational quality and responding to student concerns are crucial for maintaining a positive university image. Private universities should actively monitor, address, and respond to student reviews, especially negative ones, to mitigate negative WOM and foster long-term trust and reputation.
Limitations and Future Research Directions:
- First, this study focuses only on the mediating role of University Image between EWOM and Enrollment Intention. Future studies should examine other factors that may also influence enrollment intention.
- Second, future research should explore other mediators or moderators to better understand the complex relationship between EWOM and Enrollment Intention, providing more empirical evidence on students’ decision-making processes when choosing private universities.
References:
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Dittmar, H., Long, K., & Meek, R. (2004). Buying on the Internet: Gender differences in online and conventional buying motivations. Sex Roles, 50(5-6), 423-444.
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Tận dụng truyền miệng điện tử (EWOM) để tác động đến quyết định nhập học của học sinh trung học phổ thông tại các trường đại học tư thục ở Việt Nam
Trần Đoàn Phương1
Phan Thị Đài Trang1
1Khoa Thương mại, Trường Đại học Văn Lang
Tóm tắt
Nghiên cứu này khám phá tác động của Truyền miệng điện tử (EWOM) đến ý định đăng ký học của học sinh trung học phổ thông đối với các trường đại học tư thục tại Việt Nam. Nghiên cứu tập trung vào vai trò trung gian của Hình ảnh trường đại học và vai trò điều tiết của Giới tính. Sử dụng phương pháp Mô hình cấu trúc tuyến tính (SEM) với mẫu khảo sát gồm 254 học sinh, kết quả cho thấy EWOM có ảnh hưởng tích cực đến Hình ảnh trường đại học, từ đó tác động đến ý định đăng ký học. Đồng thời, tác động của EWOM lên Hình ảnh trường đại học mạnh hơn đối với học sinh nữ. Nghiên cứu đưa ra các hàm ý quản trị cho các trường đại học tư thục trong việc tận dụng EWOM để xây dựng chiến lược marketing hiệu quả với chi phí thấp.
Từ khóa: truyền miệng điện tử (EWOM), hình ảnh trường đại học, ý định đăng ký học, giới tính, đại học tư thục.
