Digital Transformation, Student Satisfaction, Word of Mouth and Online Learning Intention in Vietnam

Objectives: To deal with the Covid-19 pandemic and its unpredictable variations, universities must develop many different response scenarios in which online teaching is considered a suitable, strategic, long-term solution. Our study aims to investigate determine relationships between digital transformation, satisfaction, word-of-mouth communication, students' intention continue learning universities. Methods/Analysis: uses Structural Equation Modeling (SEM) measure interaction data processing tools such as partial least squares SEM (PLS-SEM), Cronbach's Alpha coefficient, exploratory factor analysis (EFA), confirmatory (CFA), PLS Bootstrapping descriptive inferential statistics. Findings: The results show positive students, faculty, schools transformation; transformation student satisfaction word of mouth communication; an expression communication online; oral student's online. Novelty/Improvement: This first simultaneously identify, examine, impact factors influencing their interrelationships.JEL Classification: A22, I20, I23 Doi: 10.28991/ESJ-2022-SIED-04 Full Text: PDF