This study investigates factors affecting university student-to-student interaction within online learning platforms. A new model was proposed based on the United Theory of Acceptance and Use of Technology (UTAUT). The single-stage cluster-sampling method was employed, and 113 university students in Hong Kong were respondents. It was found that Information Quality, Social Influence, and Facilitating Conditions affect students’ intention to interact with each other. A quasi-full mediation model was established of the mechanism from Facilitating Conditions to students’ interaction behavior. The direct effect of Facilitating Conditions on students’ interaction and the effect of System Quality on the intention of student interaction were not significant. A fast network, computing facilities, and mobile-friendly software are possible candidates of the virtual environment conditions affecting the intention of student-interaction behavior within online learning platforms. Copyright © 2022 MDPI AG.

Each year, final year high school students choose the university that they would prefer to attend. Past studies have found that family, friends, course availability, university reputation, distances from home, and job prospects were factors affecting students’ choice of university. However, the relative weight of these factors might have changed in the digital era; also, electronic word of mouth was ignored in the past. The purpose of this study was to identify the important factors affecting students’ university choice. We distributed a questionnaire which was completed by 472 Form 6 secondary school students in Hong Kong. Conjoint analysis was used to simulate a real situation and what human beings would do: human being usually make up their mind using a few criteria at the same time. The contribution of the study is that it reveals that electronic word of mouth is the most influential factor, followed by peer influence and university reputation, in choosing a university. Copyright © 2022 MDPI AG.