ERIC Number: EJ1176242
Record Type: Journal
Publication Date: 2018
Abstractor: As Provided
Online Search for Information about Universities: A Hong Kong Study
Wong, Phoebe; Lee, Daisy; Ng, Peggy M. L.
International Journal of Educational Management, v32 n3 p511-524 2018
Purpose: A fuller understanding of the information search behaviour of prospective students in the digital era is one of the keys to success in university recruitment. The purpose of this paper is to investigate students' university choice factors in relation to the online environment. Design/methodology/approach: In total, 637 samples from 11 private higher education institutions were collected and tested against assumptions before performing statistical analysis including exploratory factor analysis and mean comparison. Findings: The findings revealed that there are some significant differences in gender and academic discipline in the use of the internet to search for university information. In addition, four constructs of university information were identified that are perceived as important by students in their search behaviour: "university reputation", "eligibility and affordability", "teaching and learning" and "university tangibility". The outcomes of this research provide some noteworthy insights which have numerous strategic digital marketing implications. Originality/value: While most existing studies have explored types of social media apps or online channels that prospective students use, little research has touched on students' university choice factors in relation to the online environment. Responding to Constantinides and Zinck Stagno (2011) and Hemsley-Brown "et al.'s" (2016) call, this paper aims to address this research gap by investigating students' university information search in relation to the online environment.
Descriptors: Information Sources, Web Sites, Student Recruitment, Universities, Private Colleges, Statistical Analysis, Social Media, Foreign Countries, College Choice, Reputation, Eligibility, Tuition, Student Attitudes, Information Seeking, Factor Analysis, Gender Differences, Intellectual Disciplines
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Authoring Institution: N/A
Identifiers - Location: Hong Kong