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  • International Marketing of Higher Education: the Case of Taiwan, Australia, UK and USA

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    Author(s)
    Gatfield, Terence John
    Chen, Wilson
    Griffith University Author(s)
    Gatfield, Terence John J.
    Year published
    2004
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    Abstract
    The international marketing of higher education is a global phenomenon in which more than 50 countries compete. Australia is now a prominent member of the club holding 6% of the world market with an annual value to the economy in excess of $4 billion. However, it is an area which is under-researched from a marketing perspective. From a consumer behaviour viewpoint this paper explores the behavioural motivations of students using Fishbein and Ajzen’s multi attribute Theory of Planned Behaviour. From a sample of Taiwanese students their intentions to study in Australia, UK and USA are examined. Three hypotheses are developed ...
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    The international marketing of higher education is a global phenomenon in which more than 50 countries compete. Australia is now a prominent member of the club holding 6% of the world market with an annual value to the economy in excess of $4 billion. However, it is an area which is under-researched from a marketing perspective. From a consumer behaviour viewpoint this paper explores the behavioural motivations of students using Fishbein and Ajzen’s multi attribute Theory of Planned Behaviour. From a sample of Taiwanese students their intentions to study in Australia, UK and USA are examined. Three hypotheses are developed and two were supported. The research demonstrates the usefulness and the insights that can be gained from the application of the model.
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    Conference Title
    Proceedings of the ANZMAC 2004 Conference
    Publisher URI
    https://anzmac.wildapricot.org/
    Copyright Statement
    © The Author(s) 2004. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
    Publication URI
    http://hdl.handle.net/10072/2311
    Collection
    • Conference outputs

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