臺灣博碩士論文加值系統

Intense competition in the higher education sector in VietNam has forced many universities to become “entrepreneurs” and implement marketing strategies in recruiting students both locally and abroad. The objective of this research is to gain understanding of Vietnam students’ decision making process and how can the universities use it to make strategy planning for recruitment of higher education. The main question is “what are the factors that influence Vietnam student’s decision making procedures on choosing university”. Two – hundred – fifty questionnaires were sent to participants in VietNam, while 219 valid questionnaires were returned, yielding a 87.6% response rate. The independent variables that have been identified to have influenced of students’ university choice decision are location, academic program, college reputation, educational facilities, net cost, financial aid, parent’s education background. Net cost has significant and negative influence on student decision – making. It means that the higher cost of education will reduce the rate of student who want enroll to universities. In addition, this study also suggest that there is a significant and positive influence between student decision – making and six factor as parent’s background, financial aid, quality of faculty, available program, reputation of university, location

List of Tables iii
List of figures iv
Chapter 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Problem Statement and Research Objectives 2
1.3 Research Significance 2
1.4 The structure of thesis 3
Chapter 2 LITERATURE REVIEW 4
2.1 Relevant theory of Decision-making 4
2.1.1 Definition of Career Decision-making theory 4
2.1.2 Rational decision making model 5
2.1.3 Limited of rational model 6
2.1.4 Intuitive decision making 7
2.2 Higher education in VietNam 8
2.3 Higher education choice 10
2.4 The factors affecting to students’ decision making procedures on choosing university in VietNam 11
2.4.1 Net cost 11
2.4.2 Parent’s Background 11
2.4.3 Financial aid 12
2.4.4 Available of program 12
2.4.5 Quality of faculty 12
2.4.6 Reputation of university 13
2.4.7 Location 13
Chapter 3 METHODOLOGIES 14
3.1 Research Design 14
3.2 Research framework 14
3.3 Questionnaire design 16
3.4 Sampling Design 17
3.5 Data Collection 17
3.5.1 Pilot study 17
3.5.2 Data collection 18
3.6 Data Analysis 19
3.6.1 Descriptive analysis 19
3.6.2 Reliability and Factor analysis 19
3.6.3 Regression and Correlation Analysis 19
3.6.4 One-way ANOVA Analysis 20
Chapter 4 RESULTS AND DISCUSSIONS 21
4.1 Descriptive Analysis 21
4.1.1 Participant’s Information 21
4.1.2 Household’s Background 22
4.2 Reliability and Validity Analysis 25
4.2.1 Reliability analysis 25
4.2.2 Factor analysis 26
4.3 Correlation and Regression Analysis 35
4.3.1 Correlation 35
4.3.2 Regression 36
4.3.3 One – way ANOVA analysis 43
Chapter 5 CONCLUSIONS AND SUGGESTIONS 46
5.1 Conclusions 46
5.1.1 The factors that influence Vietnam students’ decision-making choosing higher education 46
5.1.2 The strategy for recruitment of higher education 47
5.2 Suggestions 48
5.3 Research limitation 49
Referents 50
Appendix A 55
Appendix B 62

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