Abstract
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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.