College Choice Research Articles

Conative Dimension of Attitude: An Investigation on Student Influencing Stimuli in Decision-Making Processes

This paper investigates various stimuli that influence students’ expressed choice of university, including physical, psychological, social, and virtual factors. Using a combination of survey research and statistical analysis, the study examines the role of these factors in shaping students’ decisions and provides information on the decision-making process. The findings suggest that the support provided through the Virtual Factors is of considerable value for the students when making one of the most important decisions regarding the university to enrol to. Using the Kruskal-Wallis test, it emerges that there are some persistent gender concordances on price perception, study programme’s features, and even family effects. Using a sample of 828 respondents, the present research takes and adds a new angle by examining the effects of these dimensions on the conative aspect of the attitude and describes a behavioural orientation based on the ranking of these factors. This study advancement will be therefore directed to the completion of these factors as well as the ongoing research regarding the factors on how to change the attitudes of students on university study programmes, and thus the selection of these programmes.

Implementing Technology-Enhanced Support for First-Year Students on Blackboard: Lessons Learned.

Technology Enhanced Learning has become one of the key components of teaching and learning in the current environment and mainly because of Covid-19, hence the introduction of the Technology Enhanced Learning Programme. The Technology Enhanced Learning Student Assistants (TeL Assistants) programme supports students in the university with Blackboard (University choice of LMS). The programme was established in 2021 since there was a need to assist students in the use of Blackboard. With Covid, the university moved to strictly online and that became a challenge to the students. With most undergraduate students coming from disadvantaged high schools and backgrounds, there was a need for the programme. The TeL student assistants undergo training by the Teaching and Learning Consultants. The aim of this study was to evaluate how the TeL student Assistants supported the students of the University of Fort Hare on how to navigate Blackboard. This study examined the benefits of TeL student Assistant’s support in first-year students navigating their modules using Blackboard as an LMS. A purposive sample of undergraduate students that were trained by TeL student assistants submitted data through a qualitative survey in which they narratively conveyed their perspectives on support provided for Blackboard by the TeL Student Assistants. Data was analysed through coding, which were then assigned to themes and categories. The significant aspect of the TeL student assistants which enabled students to use Blackboard was the submission of assignments and tests, the facilitator’s knowledgeability and the patience students received from the TeL student assistants. The findings of the study directly benefit the university and higher education because they will provide information upon which we can take action to improve the support, retention, and throughput of students at the University of Fort Hare (UFH).

The Influence of Social Media on College Choice among Undergraduates Majoring in Big Data Management and Application in China: Taking Guilin University of Electronic Technology as an Example

This study aims to investigate the influence of social media on college choice among undergraduates majoring in Big Data Management and Application in China. The study attempts to reveal how information on social media platforms such as Weibo, WeChat, and Zhihu influences the cognition and choice process of prospective students. By employing an online quantitative survey questionnaire, data were collected from the 2022 and 2023 classes of new students majoring in Big Data Management and Application at Guilin University of Electronic Technology. The aim was to evaluate the role of social media in their college choice process and understand the features and information that most attract prospective students. Social media has become a key factor influencing the college choice decision-making of undergraduates majoring in Big Data Management and Application in China. Students tend to obtain school information through social media platforms and use this information as an important reference in their decision-making process. Higher education institutions should strengthen their social media information dissemination, providing accurate, timely, and attractive information. It is also necessary to ensure effective management of social media platforms, maintain a positive reputation for the school on social media, and increase the interest and trust of prospective students. Simultaneously, educational decision-makers should consider incorporating social media analysis into their recruitment strategies to better attract new student enrollment. This study provides a new perspective for understanding higher education choice behavior in the digital age, particularly by revealing the importance of social media in the educational decision-making process. This has important practical and theoretical implications for higher education institutions, policymakers, and social media platform operators.

Educating and Retaining the Cancer-Focused Biomedical Workforce from Rural Appalachian Kentucky: The Impact of Experiential Learning and Scholarship Funding.

Kentucky postsecondary education levels are significantly below the national level, with lower levels in the Appalachian region of the state. Health disparities, including high cancer incidence and mortality, make educating and retaining students from the region a priority. The Appalachian Career Training in Oncology (ACTION) program offers cancer-related experiential opportunities and scholarships to Appalachian students. This study examines the ACTION program and its scholarship impact on undergraduate and professional school students' decisions to attend the University of Kentucky, pursue a career in science/medicine, and pay for schooling. Thirty-three ACTION participants and alumni received scholarships through a need-based application process in academic years 2023-2024 and 2024-2025. All students receiving the scholarship were asked to complete a REDCap survey. The survey evaluated both quantitative and qualitative variables, such as the impact of various factors on college decision, the influence of ACTION programs on career choice, and the effect of ACTION scholarship on financial burden. The two most influential factors affecting students' college choice are finances and experiential opportunities. Students in both the high school and undergraduate programs said their experiences significantly encouraged them to attend the University of Kentucky and pursue a career in science/medicine. Although the scholarship did not eliminate financial concerns, it lessened the burden. The ACTION program and scholarship encouraged Appalachian Kentucky students to attend the University of Kentucky and ameliorated financial concerns. This research demonstrates the program's positive impact on rural, Appalachian students and provides evidence for similar programs that may benefit underserved communities.

Role of Social Media in Addressing Educational Inequality: A Critical Examination of Marginalized Teens’ Social Media Usage

Although digital technology is valorized for its promises in empowering individual learners and democratize educational opportunities, such hopeful imaginaries need to be critically revisited. What is the role of social media in addressing educational inequality? This study aims to unravel the question by examining the role of social media in the college choice system of potential first-generation college students. The study adopts a multiple case study approach, engaging with eleven high school seniors, whose parents did not complete a four-year college/university. Two interviews and a week of social media diary data were collected. The themes revealed the teens’ contradictory views toward the role of social media in their college choice system: (a) abundant but insufficient information, (b) helpful but not impactful for college choice, and (c) inspiring but distressing experiences. The contradictions uncover the important role of in-person support system and resources embedded in marginalized teens’ college choice system, underscoring the pre-existing inequalities in their social contexts. Based on the results, I critically discuss the role of social media in addressing educational inequality, particularly the optimism around digital informal learning, and provide suggestions for formal schooling to enhance marginalized teens’ college access.

Factors Affecting College Choice of African American Male Undergraduates at Two Private Liberal Arts Colleges in the South

This article examined the factors influencing the college choice of African American male undergraduate students at two private liberal arts colleges in the South. Utilizing Hossler and Gallagher's (1987) College Choice Model as the theoretical framework, the study explored these students' experiences, perceptions, and attitudes toward the college selection process. The research investigated explicitly how predisposition, search, and choice factors impact the decision-making process for African American males at these institutions. Employing a qualitative methodology, data were collected through in-depth interviews with 20 participants. The findings revealed that family and community influences, financial considerations, campus environment, and diversity significantly shape college choice. The study contributes to a deeper understanding of the factors affecting college choice for African American males at private liberal arts colleges in the South. Additionally, it offers insights that could inform the development of policies and practices to enhance access, diversity, and educational equity within higher education.

The Influence of Corporate Branding on Students' University Choice in Kenya

This article presents an exploratory study investigating the influence of corporate branding on the university choice of postgraduate students in selected universities in Kenya. The purpose of the research was to understand how internal, external, and service mix branding strategies shape students' perceptions and decisions. This study was significant as it sought to offer insights into the critical role of branding in the competitive higher education sector in Kenya. The study analyzed various branding strategies employed by universities, focusing on their effectiveness in shaping students’ perceptions of academic excellence, reputation, facilities, and overall value proposition. Data was collected through surveys with postgraduate students, providing a comprehensive view of the branding landscape. The findings highlighted that effective corporate branding significantly enhances the perceived academic strengths and unique programs of universities. The correlation between strong branding and perceptions of prestige was largely positive, as it required careful management to ensure that the emphasis on branding complements and enhances the actual quality and inclusiveness of the education provided. The promotion of state-of-the-art facilities and comprehensive branding that communicated the overall value and benefits of attending the university, including career prospects and alumni success, positively impacted students' choices. The study concluded that corporate branding substantially influences students' university choices in Kenya. It recommends that universities invest in robust and consistent branding strategies that clearly communicate their strengths and unique offerings. The study recommends that universities use both traditional and digital media to enhance their brand presence and engage with prospective students. It suggests that universities continuously assess and adapt their branding strategies to stay competitive in the dynamic educational environment in Kenya.

Influencing Factors on University Choice Decision Making among Students in Private Universities: A Empirical Review

As the process of popularisation of higher education continues to advance in China and the age-appropriate population of higher education gradually declines, the well-developed private universities will confront even more fierce competition for student sources.The study of the factors influencing students' university choice decision-making is not only conducive to private universities' comprehension of students' demands, which can provide information for the enrollment and development of private universities, but also has a superior reference for the optimisation of individual students' decision-making on private university choice.

Determinants of educational and career decisions as well as educational migration based on the example of medical students at the Medical University of Lodz

Career decisions are most often made when taking up higher education. This is particularly true for medical students, especially medical practice students. Many factors influence the decisions made by young people. The subject literature mainly points to the importance of one’s own predisposition and interests, but also to the role of remuneration and the situation of a particular profession in the labor market. The case of people who take up the medical practice course of the Ministry of National Defense (MND) at the Medical University of Lodz in Poland is particularly interesting. The purpose of this paper is to show the reasons identified during the pilot study for taking up the analyzed course, the choice of university, and the university city. The pilot study, designed in principle to verify the validity of the prepared survey questionnaire, was conducted among 29 third-year students of the MND medical practice course at the Medical University of Lodz. It was conducted using a diagnostic survey method in the form of a questionnaire with over a dozen questions. The questions addressed the factors related to the students’ choice of medical practice course, determinants affecting their choice of the Medical University of Lodz and the university city. The questionnaire also contained questions about the respondents’ post-graduation plans and demographics. The results of the study allowed for the identification of the most important factors that affected the respondents’ choice of the medical practice course. These included personal interests, predisposition, the profession’s prestige, family traditions, and the physician’s remuneration. Other aspects included the factors affecting the choice of university and Łódź as the university city. The results of the study proved that the respondents chose the medical university in Łódź due to the availability of the MND medical practice course, as it is the only course of its kind in Poland. The high quality of the learning facilities, the university’s prestige, and the high level of teaching were also of great importance. Łódź was chosen as the university city primarily because of its university and the availability of the MND medical practice course.

A Pilot Study of Factors Affecting Student Veterans’ College Choice

A Pilot Study of Factors Affecting Student Veterans’ College Choice

“Échale ganas, tú puedes”: Latinx/a/o Parents Supporting Students’ College Aspirations During COVID-19

ABSTRACT This paper demonstrates how Latinx/a/o parents drew on various forms of capital to support their children’s college application, choice, and transition during the pandemic. Latinx/a/o parents encouraged and supported their children by maintaining high college aspirations despite COVID-19 concerns, entrusting their children with their college choice decisions despite sometimes conflicting with their own, and supporting their children in their college transition through consejos and encouragement. This study contributes to the literature by centering Latinx/a/o parents’ counternarratives that highlight their ongoing commitment to supporting students’ college aspirations despite deficit notions exacerbated by the pandemic.

Navigating academic prestige: university choice and distinction of German upper milieu students

ABSTRACT This article examines the relevance of different institutional levels in higher education for the educational strategies of upper milieu students in a case study conducted in Germany. Based on our analysis of 95 qualitative interviews with Masters students from different social backgrounds, we show how upper milieu students take advantage of the new vertical stratification in the German higher education system such as the emergence of ‘universities of excellence’, national rankings and ‘elitist’ degree programmes and networks. They also have more resources at their disposal to deal with the new complexity created by the current transformations in the field of higher education in Germany. Instead of referring to common schemes that distinguish between vertical and horizontal differentiation in higher education, we propose to focus on ‘academic prestige configurations’ in order to better understand contemporary processes of social differentiation and distinction between students. In this way, we aim to advance the empirical and theoretical discussion in higher education research on upper class students. The focus of our study is not solely on elite education, but rather on exploring the status reproduction of upper milieus through education.

“African root and American fruit”: African American families and culture in college choice

PurposeResearch shows that family is influential to African Americans in college choice (Chapman et al., 2018; Chapman et al., 2020; Freeman, 2005; Hines et al., 2019; Lowry, 2017; Williams, 2018). However, it often overlooks unique, African-rooted characteristics of African American families and culture. This study aimed to explore whether and how these characteristics shape college choice for these students.Design/methodology/approachData were collected through semi-structured interviews with six, first-year African American students at an urban university. The data were analyzed using theoretical thematic analysis.FindingsThe major themes showed the influence of family, community and spirituality in shaping participants’ college choice decisions and perception of higher education.Originality/valueIn addition to identifying specific family members who were influential to African Americans in college choice, this work highlighted the role of communities as a whole in shaping these students’ decisions and creating supportive environments. It also showed the importance of these students’ relationship with God through the college choice process. The work can guide researchers and educators in considering African American families and culture as strengths in helping these students through college choice.

“Why Are You Going to Community College?” College-Conocimiento and Latinx Transfer Students’ Two-Year College Decisions

ABSTRACT Emerging scholarship has centered the college decisions of community college students. This study extends college choice literature by examining the testimonios from 25 traditional college-age Latinx students in California who enrolled in community college with the goal of transferring. The findings highlight how information about community college is difficult to access as well as how students felt stigmatized by others for choosing the community college pathway. Yet, despite these challenges, once enrolled in community college, students developed pride and felt empowered about their decision. Implications for research and practice are provided.

The voice of students with disabilities: reasons for going to university and criteria for choosing the institution

This article describes the factors and criteria that affect graduates with disabilities when deciding to pursue higher education and choosing a university. The study involved 95 graduate students from 27 Spanish universities, with whom semi-structured interviews were conducted. The results show intrinsic and extrinsic factors in choosing to study at university, as well as personal and university-related criteria. Personal motivations, impairment as a conditioning factor and previous experiences are part of the intrinsic factors referred to by the students. Extrinsic factors include socially expected trajectories, influences from different agents and improved job and/or career opportunities. In the choice of university, students pointed to personal criteria such as independence or the influence of others. As criteria related to the university, they mentioned the proximity, the academic offer, the structure and services, and the prestige of the institution. The university can and must consider strategies and actions that favour the access and inclusion.

استقلالية الشخصية وعلاقتها باختيار الجامعة والتخصص لدى الطلبة الجامعيين

The current study aimed to identify the autonomy of personality and its relationship to the choice of university and specialization among university students in Palestine, The researchers used the descriptive correlative approach. The study was applied to a random sample of (550) male and female students from the universities of the West Bank and Gaza Strip. The results showed that the satisfaction of their need for independence came to a medium degree, and there were no statistically significant differences in the satisfaction of that need according to the variables of gender, high school course, and school year. The results indicated that the most influential and predictive factors for students’ choice of university were: the quality of educational services, lower university fees, and the geographical location of the university. Additionally, the most influential and predictive factors for students’ choice of university major were: the social status of the major, exposure to academic advising services, and the freedom to choose a major that allows self-running. The study recommended the need to provide effective counseling spcaes in secondary schools and academic counseling in universities and colleges based on well-studied and systematic scientific priciples, with the results being implemented by universities

The Strategic Role of the Third Mission in Universities: A Concrete Case Study

In addition to teaching and research, the goal of universities is to contribute to the development of civil society by promoting the direct application, valorization, and use of knowledge. In reality, it is a widespread and shared opinion that is no longer enough to carry out research on campus and publish subsequent works in scientific journals. It is also difficult to be fully satisfied with teaching only young people in university courses. This paper focuses on highlighting how an applied example can be taken as the best practice for future implementations. The methodology used is qualitative. The research question that initiated the study was to concretely verify how the Third Mission (TM) was integrated into the strategic choices of universities. In light of the new methods of evaluating universities, how can we highlight what they have done in terms of the third mission? Are organizational solutions possible in the approach to the TM? The objective was to verify what the impact and future development of the Third Mission (TM) in the universities will be. In light of its inclusion among the evaluation criteria of universities and teachers, the Third Mission (TM) is the new future frontier in terms of local and national openness and development, as well as their economic and financial sustainability. To this end, a case analysis was proposed as a model/best practice, and in particular the case of the Department of Business and Law of the University of Calabria was also presented. The application and implementation of rules and regulations are always difficult in any case and in any field. An example can be seen in public administration and universities, bureaucratically "plastered" and not very inclined to change and innovation, especially regarding performance evaluation. Therefore, seeing an application carried out relatively quickly allows the enhancement of the “DiScAG Model”, which is to be taken as an application example in the implementation of the Third Mission (TM) in universities. The study will contribute to increasing the literature and starting a discussion and a reflection on what has been done and what still needs to be done in this direction.

The role of marketing mix and social media strategies in influencing international students' university choices in Jordan

The role of marketing mix and social media strategies in influencing international students' university choices in Jordan

University choice factors: a case of two types of higher education in the third-largest island in the world

University choice factors: a case of two types of higher education in the third-largest island in the world

Practice and Reflection on the Transformation of Performance-Oriented Higher Education Financial Digitization Platform

The realization of performance-oriented transformation of financial intelligence in universities is an inevitable choice for universities to achieve high-quality education in the new era. How to achieve deep integration of university finance and intelligence transformation based on performance, and how to optimize the allocation of university resources based on the construction of intelligent platforms, are issues that need to be studied at the current stage. This paper first introduces the background of performance-oriented transformation of financial intelligence in universities, revealing the practical background of this research. Then, it starts with the connotation and significance of performance-oriented financial intelligence transformation, focusing on the system architecture of financial intelligence transformation in universities. It elaborates on the system architecture of financial intelligence transformation from four aspects: budgeting, execution, monitoring, and evaluation. Furthermore, platform design is conducted based on this, specifically introducing the construction of three major modules of the university intelligence platform: financial service system, financial data exchange center, and financial decision system. Finally, this paper puts forward some suggestions for the intelligent transformation of university finance.