<b>E-marketing and digital customer experience: Influencing university image and enrolment intentions in African private universities</b>
收藏资源简介：
This dataset and web appendix support the manuscript:<br><i>Krebeti, C., Narteh, B., & Mahmoud, M. A. (2025). E-marketing and Digital Customer Experience: Influencing University Image and Enrolment Intentions in African Private Universities.</i>The materials provide transparency and enable replication of the study’s findings. They include:<b>Dataset Information</b>: Anonymized survey data collected between April 10–30, 2025 (N = 633 valid responses from an initial 664).<b>Demographic Profile</b>: Aggregate statistics on gender, age, education, guardianship, employment status, and purpose of information search.<b>Survey Instrument</b>: Constructs and items adapted for measuring customer experience, university image, and enrolment intentions.<b>Item-Level Statistics</b>: Means, standard deviations, loadings, composite reliability (CR), and average variance extracted (AVE) values from the PLS-SEM analysis.All demographic details are anonymised. No personally identifiable information (PII) is included.
本数据集与网络附录配套支持以下学术论文：<br><i>Krebeti, C.、Narteh, B. 与 Mahmoud, M. A.（2025）：《电子营销与数字客户体验：影响非洲私立大学的大学形象与入学意愿》</i><br>本材料旨在提升研究透明度并支持研究结果的复现，具体包含以下内容：<br><b>数据集信息（Dataset Information）</b>：2025年4月10日至30日期间收集的匿名化调研数据，初始回收问卷664份，最终有效回复633份（N=633）。<br><b>人口统计学特征（Demographic Profile）</b>：涵盖性别、年龄、学历、监护情况、就业状态及信息搜索目的的汇总统计数据。<br><b>调研工具（Survey Instrument）</b>：为测量客户体验、大学形象与入学意愿而改编的研究构念与调研题项。<br><b>题项层面统计量（Item-Level Statistics）</b>：偏最小二乘结构方程模型（PLS-SEM, Partial Least Squares Structural Equation Modeling）分析所得的均值、标准差、因子载荷、组合信度（CR, Composite Reliability）与平均方差提取量（AVE, Average Variance Extracted）数值。<br>所有人口统计学信息均已完成匿名化处理，未包含任何个人可识别信息（PII, Personally Identifiable Information）。
