Xây dựng mô hình cấu trúc về chất lượng dịch vụ trực tuyến và sự hài lòng điện tử trong việc thúc đẩy lòng trung thành và truyền miệng điện tử của sinh viên

Tác giả: Trương Gia Tuệ - Nguyễn Thị Tường Vi - Nguyễn Duy Thanh*

Số trang: 159-165

DOI url: 10.62831/202526040

Tóm tắt:

Trước bối cảnh chuyển đổi số, việc hiểu rõ vai trò của sự hài lòng điện tử (E-Satisfaction - ESA) trong việc thúc đẩy lòng trung thành (Loyalty - LOY) và hành vi truyền miệng điện tử (electronic Word of Mouth - eWOM) của sinh viên trong giáo dục đại học ngày càng trở nên cần thiết. Dựa trên các nền tảng lý thuyết, như: Thuyết Xác nhận Kỳ vọng, Mô hình Chấp nhận Công nghệ, Mô hình Chấp nhận Dựa trên Giá trị, Mô hình Kích thích - Cảm nhận - Hành vi, cùng với khung lý thuyết về eWOM, nghiên cứu này đã đưa ra những đóng góp về mặt lý thuyết trong việc lý giải hành vi của sinh viên đối với chất lượng dịch vụ trực tuyến. Đồng thời, nghiên cứu đề xuất các hàm ý thực tiễn nhằm nâng cao mức độ gắn kết số và củng cố uy tín của các cơ sở giáo dục đại học trong thời gian tới.

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chất lượng dịch vụ trực tuyến, sự hài lòng điện tử, lòng trung thành, truyền miệng điện tử, giáo dục đại học, sinh viên.

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