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Abstract
The purpose of the current study was to determine push motives of students attending US colleges and universities and to confirm if an existing push motivation model would find support and statistical acceptance in the college and university market. A total of 484 students were surveyed to collect data. Important push motivation factors for the college student market included ‘Knowledge’, ‘Sports’, and ‘Adventure’. Although a confirma-tory factor analysis revealed that the model was quite plausible based on the evaluation of five overall model fit indices, there were notable exceptions as well. Marketing implications based on these findings are discussed.
Published Version
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