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<p>This paper investigates the role of university life satisfaction on students’ positive word-of-mouth and the moderating influence of perceived education quality and university brand knowledge. Participants included first-year students from a central Taiwan university enrolled for at least 6 months. Using purposive sampling, 816 valid responses were collected via an online survey, achieving a 30.93% response rate. Findings reveal that higher life satisfaction enhances positive word-of-mouth, education quality strengthens this effect, and brand knowledge weakens it. Finally, the study offers practical implications and suggestions for future research based on its findings.</p>

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Do satisfied students generate positive word-of-mouth? Moderating roles of perceived education quality and university brand knowledge

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年9月1日

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  • Chin-Lon Lin,
  • Wen-Long Zhuang,
  • Hsiu-Chen Huang,
  • Ming-Tsung Lee,
  • Sung-Hui Wu

摘要

This paper investigates the role of university life satisfaction on students’ positive word-of-mouth and the moderating influence of perceived education quality and university brand knowledge. Participants included first-year students from a central Taiwan university enrolled for at least 6 months. Using purposive sampling, 816 valid responses were collected via an online survey, achieving a 30.93% response rate. Findings reveal that higher life satisfaction enhances positive word-of-mouth, education quality strengthens this effect, and brand knowledge weakens it. Finally, the study offers practical implications and suggestions for future research based on its findings.