Effects of Country and Delivery Mode on Perceived Risk in International Higher Education

Autor/inn/en	Kamal Basha, Norazlyn; Sweeney, Jillian C.; Soutar, Geoff
Titel	Effects of Country and Delivery Mode on Perceived Risk in International Higher Education
Quelle	In: Journal of Marketing for Higher Education, 25 (2015) 2, S.171-203 (33 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2015.1031313
Schlagwörter	Higher Education; Global Approach; College Choice; Risk; Institutional Characteristics; Universities; Marketing; Student Recruitment; Foreign Students; Foreign Countries; Semi Structured Interviews; Mixed Methods Research; Student Surveys; Australia; Malaysia; Singapore; United Kingdom; United States + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Globales Denken; Studienortwahl; Risiko; University; Universität; Ausland; Schülerbefragung; Australien; Singapur; Großbritannien; USA
Abstract	Higher education is an increasingly competitive global market. Consequently, it is crucial that universities fully understand students' motivations in university selection. While past research mainly focused on university-level attributes, this study extends the factors used to evaluate different international universities to include both the university's country and the programme's mode of delivery. Following a qualitative stage, conjoint analysis was used to examine the relative importances and part-worth utility scores of these attributes on students' perceived risk (performance, financial and social) when selecting an international university. The study found that country of origin and delivery mode contributed significantly to all three risk types, in particular to social risk. With an enhanced understanding of factors affecting these risk perceptions, higher educational marketers are better placed to implement suitable marketing strategies that minimise risk perceptions, helping to attract more international students. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01