The Distribution of Information Sources Within the University Selection Decision-Making Process: A Longitudinal Study

• 영문명: The Distribution of Information Sources Within the University Selection Decision-Making Process: A Longitudinal Study
• 발행기관: 한국유통과학회
• 저자명: Tri D. LE Tan T. NGUYEN Phuong N.D. NGUYEN Thi Quynh Trang NGUYEN
• 간행물 정보: 『유통과학연구(JDS)』제20권 제11호, 89~98쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.11.30

영문 초록

Purpose: Increasing competition in the higher education sector has prompted universities to enhance their marketing efforts and understand their potential customers. The study aims to explore how information sources are used and changed among prospective Vietnamese students during the decision-making process. Research Design, Data, and Methodology: This study undertakes a longitudinal study involving multiple rounds of data collection to better understand the decision-making process of prospective students. Data was collected from 12th-grade students in Vietnam through two rounds of quantitative surveys with 251 students and one round of qualitative interviews, spanning the duration of their senior year. The three stages of the decision-making process correspond to the three stages of pre-purchase period. Results: Most students decide that attending open days, taking career assessments, and looking up information online are the most important information sources to consider. The WOM sources are more important in the early stages, while university-generated sources and events are important in the later stages. Conclusion: Implications from this study may contribute to the design of more effective marketing communications campaigns as university marketers gain a better understanding of the distribution of information sources utilized for each specific stage of the decision-making process.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Data Analysis

5. Conclusion

References

키워드

Distribution of Information Source Usage Decision-Making Process Longitudinal Study Higher Education WOM Sources Marketing-Controlled Sources