Factors Influencing University Students’ Satisfaction and Intention to Value Co-Creation: A Study in Hanoi

This study investigates and analyzes factors influencing students' intention to participate in value co-creation, through mediation is student satisfaction during the learning process at the university. The results reveal that both institutional factors (such as the university's reputation, teaching quality, and support services) and student-related factors (such as self-efficacy, trust in instructors, and interactions among students) positively impact their satisfaction with the university. Furthermore, students' satisfaction with teaching and learning activities at the university significantly promotes their engagement in value co-creation during each school hour and throughout their academic journey. Notably, the identified institutional and student-related factors indirectly affect students' intention to engage in co-creation through student satisfaction, emphasizing the crucial role of satisfaction in the learning process. Based on these findings, the authors propose several solutions to enhance students' intention for co-creation by developing schools’ activities, leveraging their individual competencies.