{"title":"Building Collegiate E-Loyalty: The Role of Perceived Value in the Quality-Loyalty Linkage in Online Higher Education.","authors":"B. Kilburn, Ashley J. Kilburn, Dexter Davis","doi":"10.19030/CIER.V9I3.9704","DOIUrl":null,"url":null,"abstract":"E-service quality of online higher education reflects the student’s perception of quality of online exchanges across four dimensions: fulfillment, efficiency, system availability and privacy. This study links e-service quality to intentions to remain loyal as mediated by perceived value in an online higher education environment. AMOS is used to examine the structural model based on responses to a student self-report online survey (n=127). Results indicate a strong causal linkage between e-S-QUAL and Loyalty Intentions as mediated by Perceived Value. Further, the direct linkage between e-S-QUAL and Loyalty Intentions was found to be insignificant, substantiating the proposed full mediation model.","PeriodicalId":91062,"journal":{"name":"Contemporary issues in education research (Littleton, Colo.)","volume":"12 1","pages":"95-102"},"PeriodicalIF":0.0000,"publicationDate":"2016-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"20","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Contemporary issues in education research (Littleton, Colo.)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.19030/CIER.V9I3.9704","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 20
Abstract
E-service quality of online higher education reflects the student’s perception of quality of online exchanges across four dimensions: fulfillment, efficiency, system availability and privacy. This study links e-service quality to intentions to remain loyal as mediated by perceived value in an online higher education environment. AMOS is used to examine the structural model based on responses to a student self-report online survey (n=127). Results indicate a strong causal linkage between e-S-QUAL and Loyalty Intentions as mediated by Perceived Value. Further, the direct linkage between e-S-QUAL and Loyalty Intentions was found to be insignificant, substantiating the proposed full mediation model.
在线高等教育的电子服务质量反映了学生对在线交流质量的感知，涉及四个维度:履行、效率、系统可用性和隐私。本研究将电子服务质量与在线高等教育环境中以感知价值为中介的保持忠诚的意愿联系起来。AMOS用于基于学生自我报告在线调查(n=127)的回答来检验结构模型。结果表明，e- s - qualal和忠诚意向之间存在很强的因果关系，并以感知价值为中介。此外，e-S-QUAL与忠诚意向之间的直接联系不显著，证实了所提出的完全中介模型。
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