Factors Influencing International Students to Study at Universities in Taiwan

Main Article Content

Yao-Chuan Tsai
Le Thu Trang
Kazuhiko Kobori

Abstract

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€. 

Downloads

Download data is not yet available.

Article Details

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
Section
Articles
Author Biographies

Yao-Chuan Tsai, National Cheng-Kung University

Department of Business, Professor

Le Thu Trang, National Cheng-Kung University

Department of Business, MBA

References

Aiman-Smith, L., Bauer T. N., & Cable, D. M. (2001). Are you attracted? Do you intend to pursue? A recruiting policy-capturing study. Journal of Business and Psychology 16, 219-237.

Best, R. J. (2013). Market-Based Management. Pearson Education, Inc., New Jersey.

Bodycott, P. (2009), Choosing a higher education study abroad destination – What mainland Chinese parents and students rates as important. Journal of Research in International Education 8, 349-373.

Bourke, A. (2000). A model of determinants of international trade in higher education, The Service Industries Journal 20, 110-138.

Chen, C.-H., & Zimitat, C. (2006). Understanding Taiwanese students' decision-making factors regarding

Australian international higher education. International Journal of Education Management 20, 91-100.

Chang, D. F., & Chou, W. C. (2012). Fuzzy detecting the influence factors to attract international students to campus. Lecture Notes in Information Technology, 21, 42.

Cheung, A. C., Cheng, Y. C., Yuen T. W., & Yuen, C. Y. (2011). Exporting Hong Kong’s higher education to emerging Asian markets: Marketing strategies and government policies. Cases on Innovations in Educational Marketing: Transnational and Technological Strategies 1-24.

Cubillo, J. M., Sanchez, J., & Cervino, J. (2006). International students' decision-making process. International Journal of Education Management 20, 101-115.

Giles, M., & Rea, A. (1999). Career self-efficacy: An application of the theory of planned behavior. Journal of Occupational and Organizational Psychology 72, 393-398.

Green, P. E., & Srinivasan, V. (1990). Conjoint analysis in marketing: new developments with implications for research and practice. The Journal of Marketing 3-19.

Hair, J. F., Anderson, R. E., Tatham R. L., & Black, W. C. (1998). Multivariate Data Analysis (Fifth Ed.). Prentice-Hall: Upper Saddle River.

Harvey, J. A., & Busher, H. (1996). Marketing schools and consumer choice. International Journal of Education Management 10, 26-32.

Johnson, R. M., & Orme, B. K. (1996). How many questions should you ask in choice-based conjoint studies? Sequim, WA: Sawtooth Software.

Mazzarol, T. (1998). Critical success factors for international education marketing. International Journal of Education Management 12, 163-175.

Peng, Z., Lawley, M., & Perry, C. (2000). Modelling and testing effects of country, corporate and brand images on consumers’ product evaluation and purchase intention, In Proceedings of ANZMAC 2000 Australian and New Zealand Marketing Academy Conference.

Phang, S. L. (2013). Factors influencing international students’ study destination decision abroad. Retrieved 26 September 2015, from https://gupea.ub.gu.se/bitstream/2077/32136/1/gupea_2077_32136_1.pdf.

Pimpa, N. (2003), The influence of family on Thai students' choices of international education. International Journal of Education Management 17, 211-219.

Shepherd, D. A. (1999). Venture Capitalists' Assessment of New Venture Survival. Management Science 45, 621-632.

Srikatanyoo, N., & Gnoth, J. (2002). Country image and international tertiary education. Journal of Brand Management 10, 139-146.