Online search for information about universities: a Hong Kong study

Abstract

PurposeA fuller understanding of the information search behaviour of prospective students in the digital era is one of the keys to success in university recruitment. The purpose of this paper is to investigate students’ university choice factors in relation to the online environment.Design/methodology/approachIn total, 637 samples from 11 private higher education institutions were collected and tested against assumptions before performing statistical analysis including exploratory factor analysis and mean comparison.FindingsThe findings revealed that there are some significant differences in gender and academic discipline in the use of the internet to search for university information. In addition, four constructs of university information were identified that are perceived as important by students in their search behaviour: “university reputation”, “eligibility and affordability”, “teaching and learning” and “university tangibility”. The outcomes of this research provide some noteworthy insights which have numerous strategic digital marketing implications.Originality/valueWhile most existing studies have explored types of social media apps or online channels that prospective students use, little research has touched on students’ university choice factors in relation to the online environment. Responding to Constantinides and Zinck Stagno (2011) and Hemsley-Brownet al.’s (2016) call, this paper aims to address this research gap by investigating students’ university information search in relation to the online environment.

The mediating role of self-congruity in transnational higher education choice: a proposed framework

“…It leads to greater "consumerist behavior" as prospective students seek "value for money" and it becomes a major part of their decision making. Other factors include declining university-age population (Wong et al, 2018), changing student loan schemes (Soutar and Turner, 2002) and shifting the supply of higher education that exceeds the demand (Brown et al, 2009). It is therefore crucial for HEIs to have a good understanding of the choice and decisionmaking process of their prospective students to have the edge over the other competitors in the recruitment market (Maringe, 2006;Brown et al, 2009).…”

Making a higher education institution choice: differences in the susceptibility to online information on students’ advice-seeking behavior

“…This research aims to contribute to both university information search and student attitude literature. First, while previous research has addressed factors affecting students in making their university choice (Wong et al , 2018; Ming, 2010; Simões and Soares, 2010), this study used TPB to examine the key factors influencing students’ behavior when seeking advice from others about university choice. Second, the study expands the single information source effect on the combined effect by using high susceptibility to online information and low susceptibility to online information.…”

“…Most of the relevant research regarding university choice lacks theoretical frameworks for explaining its reasons and impacts (Wong et al , 2018; Briggs, and Wilson, 2007; Hemsley-Brown, 2012; Maringe, 2006). For example, Maringe (2006) replicated the principal data instrument from James et al (1999) and Price et al (2003) to identify factors influencing university choice without applying theoretical frameworks.…”

Prioritizing Information Sources and Requirements in Students’ Choice of Higher Education Destination: Using AHP Analysis

“…Meanwhile, Bonnema and Van der Waldt (2008) identified key needs as information related to employment, course content, student experience, sports, and finance. Wong et al (2018) examined the types of information students search for online on the higher education decision-making process. The authors reported four constructs that are perceived as important by students in their online search behavior: university reputation, eligibility and affordability, teaching and learning, and university tangibility.…”