The Impact of Electronic Word-Of-Mouth on Admission Intention to Private University

Abstract

Abstract:The Internet has provided a better method for consumers to collect product information and advice related to consumption from other consumers by electronic word of mouth (eWOM). Due to the specific characteristics of Internet communication, eWOM deserves the attention of marketing researchers and managers.In the Digital Age, searching for information on electronic media about the education field is very popular for all people. It plays an important role that helps pupils searching more convenient, save time, and collect a ton of information for their admission purpose. Based on the integration of two models Information Adoption Model (IAM) and Theory of Reason Actions (TRA) that the research proposed a new theoretical model in the Information Acceptance Model (IACM) for Admission Intention to Private University.  A quantitative study with a sample of 451high school pupils is conducted for evaluation of the theoretical model and research hypothesis. Besides, the research result helps private universities to understand more about the influences of eWOM to Admission Intention as well as planning out suitable strategies in their business to increase more productivity and profits.

Keywords: Electronic Word-of-Mouth (eWOM), Theory of Reasoned Action (TRA), Information Adoption Model (IAM), Admission Intention, Private Universities.