The Influence of University Visual Image on Student Behavior

Many universities and institutions have begun to attach importance to their visual image. However, this occurrence is rarely investigated. This study seeks to analyze the relationship between student expectation (hedonic and utilitarian), satisfaction with university visual image (design, quality, and comfort), student loyalty, and word of mouth (WOM). An online survey tool (www.sojump.com) was employed from August 6–11, 2020 and recruited 200 respondents from one university. To accomplish the proposed objectives, a research model is tested through the use of structural equations. A positive relationship is found between student expectation and satisfaction with university visual image. Hedonic expectation improve most design satisfaction. Moreover, utilitarian expectation causes the highest increase in comfort satisfaction. In terms of the effect on loyalty and word of mouth (WOM), design and comfort satisfaction have a positively significant effect on student loyalty and WOM, but quality factor has no influence. Meanwhile, student loyalty exerts a positive influence on WOM. This work confirms that the construct which expectation influences the most is satisfaction with university visual image, and expectation is the most important factor in the mechanism by which visual image influences loyalty and WOM. All these findings can provide theoretical and practical implications for university visual designers or manager.