Measuring Student Choice Criteria Using the Theory of Planned Behaviour: The Case of Taiwan, Australia and USA
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.
Journal of Marketing for Higher Education