Main Article Content
University websites are more and more essential in communicating, exchanging information, providing educational services, and implementing marketing programs. Innovating the website is an important solution to improve the quality of educational services and attract students. This study was conducted to demonstrate the role of website innovation on student satisfaction. Research data were collected using quota sampling with 280 students studying at universities in Vietnam. Qualitative and quantitative research are used to test the research hypotheses. Applying structural equation modeling (SEM), the study shows that website innovation positively affects students’ perceived ease of use, perceived usefulness, and trust. Besides, perceived ease of use, perceived usefulness, and trust positively influence student satisfaction. This study has demonstrated that website innovation affects student satisfaction through the mediating role of perceived ease of use, perceived usefulness, and trust.
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