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A Structural Model of Positive Electronic Word-of-Mouth Components in the Context of Thai Private Higher Education Institutions |
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| รหัสดีโอไอ | |
| Creator | Suwat Chimasandkanan |
| Title | A Structural Model of Positive Electronic Word-of-Mouth Components in the Context of Thai Private Higher Education Institutions |
| Contributor | Phongsan Tanyong, Anupong Infahsaeng |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2569 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 13 |
| Journal No. | 1 |
| Page no. | 186-197 |
| Keyword | Positive Electronic Word-of-Mouth, Private Higher Education Institution, Confirmatory Factor Analysis |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/18314 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed to (1) validate the measurement model of positive e-WOM, and (2) examine the components of positive electronic word-of-mouth (e-WOM) among Thai private higher education institution students. This quantitative research employed quota sampling to collect data from 476 students across the 10 largest Thai private higher education institutions. Data were analyzed using Confirmatory Factor Analysis (CFA). Results revealed that 1) The measurement model demonstrated good fit with empirical data (??/df = 2.63, RMSEA = 0.058, CFI = 0.991, TLI = 0.986, SRMR = 0.017). All indicators showed standardized factor loadings ranging from 0.832 to 0.918, with statistical significance at the .01 level. 2) Positive e-WOM comprises three components: (1) Sharing Positive Experiences, (2) Recommending to Others, and (3) Communicating Benefits Received. These three components provide a validated measurement framework that higher education institutions can leverage to build competitive advantage through strategic management of student-generated digital communications. |
