Examining the impact of perceived source credibility on attitudes and intentions towards taking advice from others on university choice
| Autor: | Daisy Lee, Regan Lam, Peggy M. L. Ng, Phoebe Wong |
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| Rok vydání: | 2019 |
| Předmět: |
Organizational Behavior and Human Resource Management
Source credibility 05 social sciences 050301 education Variance (accounting) Structural equation modeling Education Theory of reasoned action Self financing 0502 economics and business Credibility Peer influence 050211 marketing Psychology 0503 education Social psychology Advice (complexity) |
| Zdroj: | International Journal of Educational Management. 34:709-724 |
| ISSN: | 0951-354X |
| DOI: | 10.1108/ijem-06-2019-0190 |
| Popis: | PurposeUnderstanding the influences in the decision-making process of prospective students when choosing a university is crucial in student recruitment. The purpose of this paper is to investigate the impact of perceived source credibility on attitudes and intentions towards taking advice from significant others (e.g. parents, peers and teachers) on university choice.Design/methodology/approachIn total, 626 samples from eight government-subsidised secondary schools were collected and tested using the component-based structural equation modelling of partial least squares.FindingsThe findings verified factors of source credibility that determine prospective students’ attitudes towards taking advice from others. Attitudes and subjective norms explained 49 per cent of the variance in intention to take advice from others on university choice. The findings of the present study provide practical marketing insights for enrolment and recruitment managers.Originality/valueWhile most studies focus on students’ university choice in the recruitment process, studies on perceived source credibility of significant others in the university choice decision-making process are limited. |
| Databáze: | OpenAIRE |
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