A Structural Model of Positive Electronic Word-of-Mouth Components in the Context of Thai Private Higher Education Institutions
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Abstract
This research aimed to (1) validate the measurement model of positive e-WOM, and (2) examine the components of positive electronic word-of-mouth (e-WOM) among Thai private higher education institution students. This quantitative research employed quota sampling to collect data from 476 students across the 10 largest Thai private higher education institutions. Data were analyzed using Confirmatory Factor Analysis (CFA).
Results revealed that 1) The measurement model demonstrated good fit with empirical data (χ²/df = 2.63, RMSEA = 0.058, CFI = 0.991, TLI = 0.986, SRMR = 0.017). All indicators showed standardized factor loadings ranging from 0.832 to 0.918, with statistical significance at the .01 level. 2) Positive e-WOM comprises three components: (1) Sharing Positive Experiences, (2) Recommending to Others, and (3) Communicating Benefits Received. These three components provide a validated measurement framework that higher education institutions can leverage to build competitive advantage through strategic management of student-generated digital communications.
Article history: Received 18 February 2026
Revised 31 March 2026
Accepted 8 April 2026
SIMILARITY INDEX = 4.27 %
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