Publication: International students' decision-making process
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2006
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Emerald
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Abstract
Purpose – The purpose of this paper is to propose a theoretical model that integrates the different
groups of factors which influence the decision-making process of international students, analysing
different dimensions of this process and explaining those factors which determine students’ choice.
Design/methodology/approach – A hypothetical model is presented which shows the purchase
intention as an independent variable dependent on five factors: personal reasons; the effect of country
image, influenced by city image; institution image; and the evaluation of the programme of study. The
consideration, whether conscious or unconscious on the part of the prospective student, of the different
elements making up the factors included in this study will determine the final choice made by that
student.
Findings – The limitations of this study stem from the nature of the study itself. As a theoretical
model, it aims to integrate the factors identified in the existing literature. Thus, future research must
try to examine the existing relationships among the aforementioned factors. In particular, it must
analyse the weight of each factor on the purchase intention, and the relative importance of each
element for the factor it belongs to. Therefore, determining the relative importance of each element and
factor would constitute an important source of information for future work in international marketing.
Originality/value – There are few studies which try to tackle the decision-making process of the
prospective international student from an integrated point of view. This paper contributes to bridging
that gap
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Keywords
Decision making, Higher education, International business, Overseas students
Bibliographic citation
International Journal of Educational Management, 2006, v. 20, n. 2, pp. 101-115