The Influence of Personal Reasons Country Image and Institutional Image on the Choice of a University: A Study Using Conjoint Analysis
摘要
This study sought to gain an understanding of the relative importance of attributes involved in choosing an international school by potential students. Through the use of conjoint analysis, it was shown that the most important of the attributes measured was institutional prestige, followed by personal improvement, financial incentives, academic reputation, socioeconomic reputation, and advice. Further analysis showed that there were some significant demographic influences with regards to the importance of the attributes. Although advice and institutional prestige showed no differences, personal improvement showed differences in gender, cultural background, and when comparing local Taiwanese and international students. Socioeconomic reputation showed differences in gender, age, cultural background, Taiwanese/international students, and income. Academic reputation and financial incentives showed differences in gender and Taiwanese/international students respectively. Based on the findings in this study, university recruiters have the opportunity to gain a further understanding of the decision making factors in choosing an international study destination. Therefore, the practical implications of the study will be discussed, along with academic contributions and suggestions for future research.