Key factors influencing word-of-mouth intentions: the case of college freshmen in Taiwan

Abstract

Purpose

This study aims to examine the key determinants of word-of-mouth intentions among freshmen in a Taiwanese college. It investigates the causal relationships among different indicators of organizational sustainable development.

Design/methodology/approach

An empirical study is conducted on a sample of 3,159 college freshmen. A survey instrument with 41 measurement items are used to recognize the implementation of management practices at the college level. Descriptive statistical and multiple regression analyzes are performed to analyze the data, using SPSS software.

Findings

The results show that course identity, professional identity toward teachers, self-identity, learning attitude and satisfaction have a positive and significant impact on word-of-mouth intentions. Among these, satisfaction is the most crucial influencing factor. Colleges, particularly Taiwanese colleges competing in the field of higher education, must identify critical factors influencing the implementation of management practices to increase performance.

Practical implications

This study’s findings make a valuable contribution to understanding management practices in Taiwanese colleges. In addition, they serve as important guidelines for Taiwanese colleges to implement management practices effectively. The findings can also help improve organizational sustainable development, in view of the new insights they offer on the topic of the determinants of word-of-mouth intentions among Taiwanese college freshmen.

Originality/value

This study contributes to management practices in Taiwan-based colleges. It provides crucial information for decision-makers involved in the implementation of management practices in colleges and serves as a useful reference for further research in this area.

Citation

Hsu, C.-L., Pan, Y.-J., Yan, Q.-W. and Yan, M.-R. (2021), "Key factors influencing word-of-mouth intentions: the case of college freshmen in Taiwan", Measuring Business Excellence, Vol. 25 No. 1, pp. 106-118. https://doi.org/10.1108/MBE-02-2020-0033