Page 266 - Kỷ yếu hội thảo khoa học lần thứ 12 - Công nghệ thông tin và Ứng dụng trong các lĩnh vực (CITA 2023)

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SME6 - I think the experience on the
University's social media website I'm 0.655
studying is fulfilling.
SME7 - I think the experiences on the
University's social media website that 0.791
I'm studying are helpful.
ASMS1 - I find the social media web-
site of the University I am attending to 0.792 0.839 0.569
be good.
Attitude
toward ASMS2 - I like the social media web- 0.622
site of the University I am attending.
Social
Media ASMS3 - I find the University's 0.714
social media website to be popular.
website
ASMS4 - I find the social media
website of the University I am attend- 0.867
ing fascinating.
AB1 - I see that the University I am 0.719 0.885 0.561
attending has a positive brand.
AB2 - I am satisfied with the brand
name of the University that I am at- 0.721
tending.
Attitude AB3 - I find the brand of the University
toward the that I am attending is popular. 0.766
University
Brand AB4 - I think the brand image of the 0.759
University that I am attending is good.
AB5 - I like the brand of the University 0.749
that I am attending.
AB6 - I find the brand of the University 0.779
that I am attending to be great.
eWOM1 - I often read online reviews 0.752 0.872 0.580
when deciding on a University.
eWOM2 - I regularly post positive 0.839
reviews online about A.
Electronic eWOM3 - I often read positive online 0.630
Word Of reviews about A University.
Mouth eWOM4 - My online community
regularly posts online reviews of A. 0.770
eWOM5 - When I chose University
A, online reviews and reviews gave 0.799
me more confidence in my choice.

The results of testing the validity and reliability of the overall model are shown in
Table 1. The model's standardized loading factor (SLF) of 22 variables is above 0.50.
That means all the variables are valid, and it is possible to measure the structure of the
entire model being built. In addition, reliability test results also give similar results.
All CR were higher than 0.7, and all AVE values were higher than 0.5. These results
suggested a high level of convergent validity for all latent variables in the study's

CITA 2023 ISBN: 978-604-80-8083-9