| Construct | Factor | Standardised effects | Image of the nation | Image of education (quality) | Attitude towards education (affinity with education) |
| Image of education | Quality | Direct | .719 |
|
|
|
|
| Indirect |
|
|
|
|
|
| Total | .719 |
|
|
| Attitude towards education | Affinity with education | Direct |
| .761 |
|
|
|
| Indirect | .547 |
|
|
|
|
| Total | .547 | .761 |
|
| Purchase intention | Intention to study | Direct |
|
| .338 |
|
|
| Indirect | .185 | .257 |
|
|
|
| Total | .185 | .257 | .338 |
| Image of the nation | Chic | Direct | .826 |
|
|
|
|
| Indirect |
|
|
|
|
|
| Total | .826 |
|
|
|
| Enterprise | Direct | .421 |
|
|
|
|
| Indirect |
|
|
|
|
|
| Total | .421 |
|
|