Word-of-Mouth amongst Students at a New Zealand Tertiary Institution

Autor/in	Warring, Susan
Titel	Word-of-Mouth amongst Students at a New Zealand Tertiary Institution
Quelle	In: International Journal of Educational Management, 27 (2013) 4, S.330-339 (10 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0951-354X
DOI	10.1108/09513541311316287
Schlagwörter	Foreign Countries; Foreign Students; College Students; Opinions; Decision Making; Influences; Comparative Analysis; Asians; Indians; Pacific Islanders; Differences; New Zealand + Suchen Sie Ihr Suchwort? Ausland; Collegestudent; Lehrmeinung; Decision-making; Entscheidungsfindung; Influence; Einfluss; Einflussfaktor; Asian; Asiat; Asiatin; Asiaten; Asiate; Inder; Pacific Rim; Inhabitant; People; Pazifischer Raum; Bewohner; Unterscheiden; Neuseeland
Abstract	Purpose: The aim of this case study was to investigate the extent of word-of-mouth influence amongst international students at a New Zealand tertiary institution and to review the literature for a valid and reliable conceptualisation and measurement of word-of-mouth. Design/methodology/approach: Literature suggests that opinion-leading and seeking scales form a valid and reliable conceptualisation and measurement of word-of-mouth. Using these scales, a comparison was made between international students and two groups employing the t-test, domestic students and decision-makers for online learning management systems. Analysis of variance was employed to investigate differences in word-of-mouth between students of different nationalities. Findings: Indian students were more likely to give advice, but less likely to seek it, than Chinese students. Also, contrary to expectations, word-of-mouth influence was not higher for international than domestic students. Research limitations/implications: Future research should investigate the relationship between word-of-mouth and actual consumption decisions made by students. In addition, a random sample should be conducted with a wider sample frame of institutions so that findings can be generalised. Practical implications: This study forms a foundation for future research investigating whether and how to harness the potential of word-of-mouth amongst different nationalities. For example, internet social networking tools could harness Indian students' higher propensity to give advice and Chinese students' higher propensity to seek it. Originality/value: The development and refinement of opinion leadership scales over time is reviewed to suggest valid and reliable scales which can be adapted to specific contexts. (Contains 1 figure.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10