Akademik Yolculukta Öğrenci Mutluluğu: Belirleyicilerin, Sonuçların ve Akademik Katılımın Düzenleyici Rolünün İncelenmesi

Year 2024, Volume: 26 Issue: 2, 475 - 505, 31.12.2024

Mehmet Özer

Abstract

Mutluluk her zaman insanların ulaşmak istediği birincil bir hedef olmuştur ve tüketici davranışları da dahil olmak üzere yaşamın farklı yönlerini önemli ölçüde etkilediği ortaya konmuştur. Günümüzde yükseköğretim kurumları, öğrencilerin deneyimlerini ve memnuniyetlerini şekillendiren etkili markalar olarak kabul edilmektedir. Bu çalışma, değerlendirme teorilerini kullanarak, eğitim ortamının kalitesi, akademisyenlerle ve akranlarla ilişkiler ve öz uyum gibi unsurların öğrencilerin üniversitelerinden duydukları mutluluğa nasıl katkıda bulunduğunu incelemektedir. Buna ek olarak, çalışma, markaya duygusal bağlanma, markaya katılım ve markayı affetmeyi kapsayan üniversite marka mutluluğunun sonuçlarını analiz etmektedir. Son olarak, makale, öğrencilerin akademik katılım düzeylerinin düzenleyici bir değişken olarak bu ilişkileri nasıl etkilediğini incelemektedir. Toplam 256 anket, yapısal eşitlik modellemesi kullanılarak test edilmiş ve hipotezlerin çoğu veri tarafından doğrulanmıştır. Bu çalışma, öğrenci mutluluğunu etkileyen temel faktörleri belirleyerek ve mutluluğunun öğrenci davranışları üzerindeki etkisini göstererek yükseköğretim pazarlaması alanına katkıda bulunmaktadır.

Keywords

Marka mutluluğu, yükseköğretim, değerleme teorileri, markaya bağlanma, marka katılımı, markayı affetme

Ethical Statement

Bu çalışma, Ankara Sosyal Bilimler Üniversitesi Etik Kurulu tarafından incelenmiş ve etik kurallara uygun bulunmuştur. Araştırma, katılımcıların hakları ve gizliliği korunarak, etik ilkeler çerçevesinde yürütülmüştür.

Student Happiness in the Academic Journey: Analysing the Determinants, Outcomes and the Moderating Role of Academic Involvement

Abstract

Pursuing happiness is a primary goal for humans, and it significantly impacts different elements of life, including consumer behaviour. Within the realm of higher education (HE), universities are progressively acknowledged as influential brands that shape students’ experiences and satisfaction. This study examines how elements, including the quality of the educational environment, relationships with professors and peers, and self-congruity, contribute to students’ happiness with their universities by employing appraisal theories. In addition, the study analyses the outcomes of university brand happiness, which encompass brand engagement, emotional attachment, and brand forgiveness. Also, the current paper delves deeper into how students’ academic involvement influences these relationships as a moderating variable. A total of 256 surveys were tested using structural equation modelling, and the data validated the majority of the hypotheses. This study contributes to the field of higher education marketing by identifying the primary factors influencing student happiness and illustrating the impact of brand happiness on student behaviours.

Keywords

Brand happiness, higher education, appraisal theories, brand engagement, brand attachment, brand forgiveness

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