Exploring the Role of Decision-Making Factors in International Student Marketing Engagement

Autor/inn/en	Nguyen, Thuy; Sun, Qin; Ganesh, Gopala
Titel	Exploring the Role of Decision-Making Factors in International Student Marketing Engagement
Quelle	In: Journal of Marketing for Higher Education, 29 (2019) 2, S.230-250 (21 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2019.1638483
Schlagwörter	Role; Decision Making; Foreign Students; Marketing; College Choice; Risk; Student Attitudes; Correlation; Student Recruitment; Persuasive Discourse; Student Characteristics; Educational Experience; Reputation; Social Status; Study Abroad; Employment Opportunities; Factor Analysis; Peer Relationship; College Faculty; Teacher Student Relationship; Student Participation; Student School Relationship; Student Adjustment; Difficulty Level; Academic Standards + Suchen Sie Ihr Suchwort? Rollen; Decision-making; Entscheidungsfindung; Studienortwahl; Risiko; Schülerverhalten; Korrelation; Persuasion; Persuasive Kommunikation; Bildungserfahrung; Sozialer Status; Studies abroad; Auslandsstudium; Berufschance; Beschäftigungschance; Faktorenanalyse; Peer-Beziehungen; Fakultät; Teacher student relationships; Lehrer-Schüler-Beziehung; Schülermitarbeit; Schülermitwirkung; Studentische Mitbestimmung; Schüler-Lehrer-Beziehung; Student; Students; Adjustment; Schüler; Schülerin; Studentin; Adaptation; Schwierigkeitsgrad
Abstract	This study applies the pre-purchase decision-making model for services to higher education context in order to understand international students' post-acquisition marketing engagement. The research categorizes three types of decision-making factors (i.e. internal, external, and risk) and two types of customer marketing engagement (CME) (i.e. in-role and extra-role). Data from 174 U.S. schools with international student engagement shows that student's internal factor has significantly relationship with all five dimensions of CME (i.e. interactive, affective, calculative, persuasive, and benevolent). The difficulty of the program has least influences, but all three types of decision making factors affect persuasive engagement. Student satisfaction moderates the relationship between in-role and extra-role CME. Theoretical, empirical, and managerial contribution are discussed subsequently. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01