Utilising PPM model to explore the satisfaction and word-of-mouth marketing of students studying abroad Online publication date: Fri, 01-Sep-2023
by Shu-Ching Chang; Shih-Hao Liu; Jin-Long Wang
International Journal of Innovation and Learning (IJIL), Vol. 34, No. 3, 2023
Abstract: The number of mainland China students studying abroad has grown substantially in the past ten years, and it has become the main source of students from abroad. This study aims to explore the influencing factors and satisfaction of the Chinese mainland students studying abroad and to further explore the effect of word-of-mouth marketing for international students. In this study, Push-Pull-Mooring model was used to construct the research model and the partial least square method of the structural equation model was used for analysis. The results indicate that schooling motivation and the experience will positively affect learning satisfaction. The impact of experience on learning satisfaction is greater than the schooling motivation on learning satisfaction, and schooling motivation has a positive impact on the experience. In addition, learning satisfaction has a positive and significant impact on word of mouth. Finally, this research puts forward specific suggestions on the school's enrolment strategy.
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