Table 4 Multiple regression analysis of university life satisfaction, perceived education quality, and university brand knowledge on positive word-of-mouth.

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

Dependent variable

Positive word-of-mouth

β

Independent variable

Gender

0.03*

Admission pathway

−0.00

University life satisfaction

0.42***

Perceived education quality

0.27***

University brand knowledge

0.28***

University life satisfaction × perceived education quality

0.13**

University life satisfaction × university brand knowledge

−0.10*

R2

0.84

Adj-R2

0.84

F

626.83***

  1. N = 816.
  2. *p < 0.05, **p < 0.01, ***p < 0.001.
Back to article page