Exploring Perceived Risk and Risk Reduction Strategies in the Pursuit of Higher Education Abroad

Abstract

While past studies have merely focused on perceived risks that influence how students select the destination of international education best suited to their needs, research on perceived risk regarding post-purchase behavior remains limited. This study attempts to extend and redefine the perceived risk paradigm by uncovering the underlying elements of perceived risk among international students who are studying in Malaysian universities. Furthermore, it seeks to explore how demographic factors and risk reduction strategies can be applied to the perception of risk. Results for a sample group of 515 international students reveal that there are seven dimensions of perceived risk. Of all demographic factors tested, only place of residence (while studying in Malaysia) was found to influence perceived risk. Seeking information from the relevant authorities, proper savings plans, well organized study schedules, and advice from family members or peers are considered important to reduce students’ perceptions of risk. This implies that perceived risk theory could also be applied to the higher education context in the post-purchase behavior.

Motivational factors for educational tourism: marketing insights

“…In particular students within this age group are more likely to be enrolled in bachelors and/or higher degree programs, this shows that cost factor is an important factor prior enrollment. This outcome validates the findings of Lam et al (2016) in Malaysia. The authors found that the price of education and cost of living influence decisions of international students, their sample has similar profile in terms of age with the current study.…”

“…Such students often possess higher level of global mindedness compared to other learners (McGladdery and Lubbe, 2017) and are more likely to get hired by international firms. In similar vein, social referrals from friends, relatives and social circles seems to be a vital motivator as it reduce students' perceptions of risk (Lam et al, 2016). Moreover, political ties with host country is important in terms of ideology and policy.…”

“…lacking, which highlights the need to conceptualize edu-tourism motivational factors for the purpose of coherency. (Lam, Tong and Ariffin, 2016), To learn a second language (Bodycott, 2009;Counsell, 2011), Geographical proximity (Soo and Elliott, 2010), Cultural proximity (Counsell, 2011;Lee and Morrish, 2012), Reputation for high-quality educational system (Petruzzellis and Romanazzi, 2010), Safety (Anderson and Bhati, 2012), The need for international exposure (Anderson and Bhati, 2012;Bodycott, 2009), Lack of higher education in the home country (Bodycott, 2009;Maringe and Carter, 2007), Career benefits (Counsell, 2011;Eder et al, 2010;Ivy, 2010), Visa procedure (Eder et al, 2010;Urias and Yeakey, 2008), Price of education and living costs (Bourke, 2000;Lam et al, 2016), Policies (e.g., part-time jobs, post-graduation employment or immigration opportunities) (Ho et al, 2007;Yang, 2007), Social influence (e.g., family members, friends, teachers, relatives, agents & social media) (Cheung et al, 2011;Ivy, 2010;Lee, 2014;McCarthy et al, 2012).…”

From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction

“…Prior to the administration of the questionnaires, in-depth face-to-face interviews were conducted to confirm that the measures for those constructs were adequate and comprehensive for the Malaysia travel destination context. A random sample of 20 international travellers was interviewed and only items identified by more than six respondents (or 20%) were included in the questionnaire for further analysis ( Lam, Tong, & Ariffin, 2017 ). The scales were also revised for content validity by three prominent scholars who are experts in the destination marketing field.…”

Do travel images affect international students’ on-site academic value? New evidence from the Malaysia’s ‘higher edutourism’ destination

“…Also, it would be useful to consider the risk impact associated with travelling, given the current global environment, as this may influence their perceptions towards their overall higher edutourism experience. These constructs are proven to be key factors that contribute towards valued travel experiences in tourism and hospitality studies, (Ariffin et al, 2018; Lam, Tong et al, 2017; Mansour and Ariffin, 2017).…”