Factors Influencing International Students to Study at Universities in Taiwan

Main Article Content

Yao-Chuan Tsai
Le Thu Trang
Kazuhiko Kobori


In order to survive and compete in the current world, a business needs to identify the needs of its potential customers and to develop products or services that can meet customers needs. This is true for the educational business as well, which is essentially a service business with students as its clients. Given the growing competition between universities for recruiting international students, it becomes increasingly important for the university management to gain a better understanding of the factors that may influence students decisions on selecting universities. This is especially necessary for Higher Education (HE) institutions in Taiwan where the number of international students has almost doubled over the past four years, studying a wide variety of majors.

This study applied conjoint analysis to analyze the factors which could influence international students' decisions on selecting universities to study at Taiwan. We found that the strongest influencing factor is “scholarshipâ€,  followed by the factors of “desired courseâ€, “languageâ€, and “international environment†( these three factors have the same rank), then followed by “future jobâ€, and finally the weakest influencing factor is “institutional imageâ€. 


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How to Cite
Tsai, Y.-C., Trang, L. T., & Kobori, K. (2017). Factors Influencing International Students to Study at Universities in Taiwan. International Journal of Innovation Education and Research, 5(1), 1-11. Retrieved from https://ijier.net/index.php/ijier/article/view/46
Author Biographies

Yao-Chuan Tsai, National Cheng-Kung University

Department of Business, Professor

Le Thu Trang, National Cheng-Kung University

Department of Business, MBA


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