IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v16y2005i1p77-95.html
   My bibliography  Save this article

Measuring Student Choice Criteria Using the Theory of Planned Behaviour: The Case of Taiwan, Australia, UK, and USA

Author

Listed:
  • Terry Gatfield
  • Ching-huei Chen

Abstract

The international marketing of higher education is a global phenomenon in which more than 50 countries compete. USA enjoys the largest market share. However, the market place is highly competitive with many players seeking a place in the international club. Increasing competitive practices calls for increasing market research especially in the area of consumer behaviour and student motivations. In this research area this paper explores the differences in behavioural motivations of international students choosing an overseas university in which to study. The method used in the research is Fishbein's and Ajzen's multi-attribute Theory of Planned Behaviour model. From a sample of Taiwanese students, representing the Chinese Diaspora countries, the intentions of students to study in USA, UK and Australia are examined. Three research questions are explored and the outcome demonstrates the usefulness and the insights that can be gained from the application of the model of Theory of Planned Behaviour in a higher education marketing context.

Suggested Citation

  • Terry Gatfield & Ching-huei Chen, 2005. "Measuring Student Choice Criteria Using the Theory of Planned Behaviour: The Case of Taiwan, Australia, UK, and USA," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 16(1), pages 77-95, November.
    • Handle: RePEc:taf:jmkthe:v:16:y:2005:i:1:p:77-95
    DOI: 10.1300/J050v16n01_04
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1300/J050v16n01_04
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1300/J050v16n01_04?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:16:y:2005:i:1:p:77-95. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.