Examining the impact of perceived source credibility on attitudes and intentions towards taking advice from others on university choice

Abstract

Purpose Understanding the influences in the decision-making process of prospective students when choosing a university is crucial in student recruitment. The purpose of this paper is to investigate the impact of perceived source credibility on attitudes and intentions towards taking advice from significant others (e.g. parents, peers and teachers) on university choice. Design/methodology/approach In total, 626 samples from eight government-subsidised secondary schools were collected and tested using the component-based structural equation modelling of partial least squares. Findings The findings verified factors of source credibility that determine prospective students’ attitudes towards taking advice from others. Attitudes and subjective norms explained 49 per cent of the variance in intention to take advice from others on university choice. The findings of the present study provide practical marketing insights for enrolment and recruitment managers. Originality/value While most studies focus on students’ university choice in the recruitment process, studies on perceived source credibility of significant others in the university choice decision-making process are limited.

Factors Affecting the Adoption of Social Media in Marketing of Higher Education: An Empirical Analysis

“…In short, we can conclude that source credibility plays an important role in persuasion. The current literature identifies various underlying dimensions of source credibility, including expertise and trustworthiness (Duong et al, 2020; Wong et al, 2020). Source credibility also indicates personal integrity, reliability and character of the source of communication (Filieri et al, 2015).…”

Pandemi̇ (Covid-19) Dönemi̇nde Kaynak Güveni̇li̇rli̇ği̇ Boyutlarinin, Elektroni̇k Ağizdan Ağiza İleti̇şi̇mi̇n Ve Marka İmaji Boyutlarinin Tüketi̇ci̇ Satin Alma Ni̇yeti̇ Üzeri̇ndeki̇ Etki̇si̇: Instagram Fenomenleri̇ Üzeri̇ne Bi̇r Araştirma

“…According to studies, consumers consider the recommendations and suggestions of sources they find reliable in their purchasing decisions. In this context, source reliability is frequently used in advertising, e-commerce, health, tourism, and branding studies (Wong et al, 2019). When the studies in the literature are examined, it can be seen that consumers perceive recommendations and suggestions of experts as a risk-reducing and reliable factor (Casalo et al, 2008: 329;Kucukusta et al, 2015: 194;Fang, 2014: 75;Xiaoping and Sun, 2012: 624;Ho and Pi-Hsuan, 2010: 396;Lis, 2013: 131).…”

Selection of An Engineering Institution: Students’ Perceptions of Choice Characteristics and Suitability under the COVID-19 Pandemic

“…The suitability of EI under COVID-19 (F-value=2.686, p<0.05) is significantly associated with human influence, which is supportive of EI choice decisions. Family as a close credible source of advice (Wong et al, 2019) and institute staff and students as a direct source (Veloutsou et al, 2005a) are substantial reliable sources in guiding and providing superior information about the suitability of EI under pandemic conditions. Furthermore, their assistance in this regard has directed students' pathway into an institute of their choice, which is found to be in accord with the findings of (María Cubillo-Pinilla et al, 2006).…”