AN ANALYSIS OF FACTORS THAT AFFECT DECISION OF SCHOOL OF BUSINESS FRESHMEN STUDENT (YEAR OF 2012) TO STUDY AT INTERNATIONAL UNIVERSITY

Nowadays, society has changed and developed in many aspects such as technology, economy, culture, and either education. In fact, it requires a higher level of training education, and raising knowledge to adapt with world changing. Therefore, the amount of students enhance higher education is increasing rapidly, especially in big cities such as Ho Chi Minh, and Hanoi. Besides, training higher education institutes also follow up with large number of students. These institutes include variety levels, programs, and training strategies. However, they still have a mutual nature is to deliver knowledge to learners as much as possibl

VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS AN ANALYSIS OF FACTORS THAT AFFECT DECISION OF SCHOOL OF BUSINESS FRESHMEN STUDENT (YEAR OF 2012) TO STUDY AT INTERNATIONAL UNIVERSITY In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION Advisor: Nguyen Huu Dang Khoa, M.As Student’s name: Nguyen Thi Hong Hanh (BAIU09112) Ho Chi Minh City, Vietnam 2013 AN ANALYSIS OF FACTORS THAT AFFECT DECISION OF SCHOOL OF BUSINESS FRESHMEN STUDENT (YEAR OF 2012) TO STUDY AT INTERNATIONAL UNIVERSITY i APPROVED BY: Advisor APPROVED BY: Committee, _ Nguyen Huu Dang Khoa, M.As _ _ _ THESIS COMMITTEE ii ACKNOWLEDMENTS To be honest, during university-studying time, this is the moment I learnt most valuable knowledge, and experienced much Thank to tasks of doing research, I understand clearly that each issue in daily life is not simple as we thought It is a complexity combination of many other surround things Therefore, the research for them is extremely important for science and society In order to fulfill the research, I could not finish research if missing helps of kind people as my beloved For that reason, I really want to say thank and give gratitude to: - At beginning, I would like to give appreciates to my advisor Mr Nguyen Huu Dang Khoa I just want him to know that although I have made some mistakes, I never forgot the moments you helped me If without the whole-hearted guidance of Mr Khoa, I cannot fully understand the problem, and solve it easily - Then, between the chaos of work and learning, thanks to the words of encouragement from family and friends, I can always continue to complete the study Moreover, I would like to spend a thankful to the secret men of my life, who have always been my target and spiritual support - Finally yet importantly, I also appreciate to assistant of School of Business Department, and freshmen students in International University They are a momentous factor for concluding the research’s result iii ABSTRACT Nowadays, society has changed and developed in many aspects such as technology, economy, culture, and either education In fact, it requires a higher level of training education, and raising knowledge to adapt with world- changing Therefore, the amount of students enhance higher education is increasing rapidly, especially in big cities such as Ho Chi Minh, and Hanoi Besides, training higher education institutes also follow up with large number of students These institutes include variety levels, programs, and training strategies However, they still have a mutual nature is to deliver knowledge to learners as much as possible To students, who have a demand of learning higher education, they are still affected by many aspects such as society, schools, family, teachers, and friends In order to decide an important entrance of their education as life, this decision becomes harder if without recommendation of family, or relatives In addition, each student’s choice is a essential information for universities to examine the own strategies to attract more students Therefore, this research is conducted to examine the influences of factors to student’s college decision The research is implemented from January 2013 to May, 2013 in Ho Chi Minh City The target students are who come from School of Business field in International University (Ho Chi Minh City) To be more specific, they are 200 freshmen students of year 2012, and who study twinning- program will be ignored to conduct in research due to irrelevant nature The research just only focuses on School of Business students Therefore, the result may be limited in other fields However, it may be useful for International University Administration Department to demonstrate, and adjust strategies in order to attract students to come to learn In another aspect, International University can use this consequence for “student recruitment event” every year iv ABBREVIATION IU: International University SB: School of Business MOET: Ministry of Education Training v LIST OF FIGURES Figure 1: Research design……………………………………………………………… Figure 2: Model adapted from David W Chapman…………………………………….17 Figure 3: Research model……………………………………………………………… 21 Figure 4: Design of research approach………………………………………………… 23 Figure 5: Percentage of age of target respondents………………………………………34 Figure 6: Percentage of gender of target respondents ………………………………….35 Figure 7: Percentage of number of application students applied……………………….36 Figure 8: Percentage of last high school GPA of target respondents ………………….37 Figure 9: Revised research model………………………………………………………55 Figure 10: Final research model…………………………………………… …………60 vi LIST OF TABLE Table 1: Summary of indebt-interview questions form ……………………………… 26 Table 2: Summary of completed measurement scales………………………… ………29 Table 3: Descriptive statistics of fixed characteristics of university……………………38 Table 4: Descriptive statistics of international education environment, and diverse subjects………………………………………………………………………………….39 Table 5: Descriptive statistics of future employment opportunity …………………….39 Table 6: Descriptive statistics of communication effort of university …… …………40 Table 7: Descriptive statistics of individual influences with students …………….….41 Table 8: Descriptive statistics of student’s characteristics…………………………….41 Table 9: Reliability statistics of fixed characteristics of IU………………… ………42 Table 10: Reliability statistics of international education environment, and diverse subjects……………………………………………………………………………… 44 Table 11: Reliability statistics of future occupation opportunity …………………….45 Table 12: Reliability statistics of communication effort of IU……………………….46 Table 13: Reliability statistics of individual influences………………………………47 Table 14: Reliability statistics of characteristics of students…………………………48 Table 15: Exploratory Factor Analysis……………………………………………….50 Table 16: Component matrix…………………………………………………………51 vii Table 17: Rotated component matrix ……………………………………….… 53 Table 18: Correlation testing ……………………………………………………55 Table 19: Model summary ………………………………………………………57 Table 20: Coefficient……………………………………………………………58 Table 21: Ranking of factors……………………………………………………59 Table 22: Table of summary final results ………………………………………62 viii TABLE OF CONTENTS CHAPTER I INTRODUCTION 1.1 BACKGROUND 1.2 PURPOSE OF STUDY 1.3 RESEARCH QUESTION 1.4 RESEARCH OBJECTIVE 1.5 RESEARCH METHODOLOGY 1.6 SCOPE AND LIMITATION 1.7 RESEARCH IMPLIMICATION CHAPTER II REVIEW OF LITERATURE 2.1 OVERVIEW OF THEORETICAL BACKGROUND 2.1.1 RATIONAL OF STUDY 2.2 REVIEW OF RELATED THEORETICAL STUDY 2.3 INTRODUCTION OF CHAPMAN MODEL OF STUDENT COLLEGE CHOICE 15 2.4 RESEARCH HYPOTHESIS 17 2.4.1Fixed Characteristic of University 18 2.4.2 International Education Environment and Diverse Subjects 18 2.4.3 Future Employment Opportunity 18 2.4.4 University’s effort to communicate with students 19 2.4.5 Influential Individuals with Student’s Decision 19 2.4.6 Student’s Characteristic 20 CHAPTER III 22 METHODOLOGY 22 ix 3.1 RESEARCH APPROACH 22 3.2 SAMPLING 23 3.3 DATA COLLECTION PROCEDURE 24 CHAPTER 34 DATA ANALYSIS & RESEARCH RESULT 34 4.1 Final sample 34 4.2 Sample demographics 34 4.2.1 Age 34 4.2.2 Gender 35 4.2.3 Number of application that students applied 35 4.2.4 Last high school’s GPA 36 4.3 Descriptive analysis 37 4.3.1 Fixed characteristics of university 38 4.3.2 subjects International education environment, and diverse 39 4.3.3 Future employment opportunity 39 4.3.4 Communication Effort of University 40 4.3.5 Influential individuals with students 40 4.3.6 Student’s characteristics 41 4.4 Reliability Testing 42 4.4.1 Fixed characteristics of IU 42 4.4.2 International-studying environment, and diverse subjects 43 4.4.3 Future occupation opportunity 44 4.4.4 Communication effort of IU 45 4.4.5 Individual influences 46 4.4.6 Characteristic of students 47 4.5 Exploratory Factor Analysis (EFA) 48 4.6 Correlation testing 55 x APPENDIX C QUESTIONNAIRE DESIGN (English version) Dear Mr/Ms: My name is Nguyen Thi Hong Hanh I am a senior student at International UniversityVNU HCMC (IU).I am conducting a research on factors which affects your decision of choosing International University The purpose of this research is to clarify particular factors and estimate the important level of each I am appreciating that you have time to answers following questions and all of your answers will be valuable for this research All personal information will be kept confidentially It is my pleasure to corporate with you! Part 1: Basic information Your age: A 18- 20 B Gender : A Male B Female How many universities did you apply? A B 2-5 C above 71 What was your last GPA in high school? A Week/fair B Average C Good D Excellent Part 2: Factors influencing your decision of choosing International University In this part, you will be asked to rate following attributes about university and influences Please read carefully and consider which is the most important/ right to your decision The scales of range for each question including levels Section 1: Factors relating to fix characteristics of International University University has modern facilities, which can support to my study more convenient [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree Regarding to International environment, the tuition fee is worth for me to study here [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree School often offers valuable scholarships ranking by the order of high GPA in each semester, which attract my attention [1] [2] [3] 72 [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree School also has a policy of supporting students paying loans during courses [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree The campus of International University is very friendly and nice that makes me feel more comfortable [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree The location of university is suitable for me to study and commute from home [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree Section 2: Factors relating to international education environment and diversity majors of SB students School has an international curriculum, which satisfies my expectation [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree I was attracted by the fact that most lecturers at university graduated from overseas and obtain higher education degrees such as Master’s or Ph.D 73 [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree In school of business department, there are various majors for my choice [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 10 At IU, there are a lot of extra curriculum activities, clubs for students that catch the attention of me [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree Section 3: Factors relating to future occupation 11 I believe I will be able to find a good job after graduation [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 12 Because of having International University degree, I might have chance to receive high salary in the future [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree [4] [5] 13 I believe that my status after graduation will be valuable [1] [2] [3] 74 Strongly disagree Disagree Neutral Agree Strongly agree Section 4: Factors relating to school’s effort of communication with prospective students 14 School often organizes “IU information day” referring to my desire to visit and study here [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 15 School always sponsors social activities, and awards scholarships to high school students in many areas [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 16 The appearance rate of university through newspaper, radio, internet, e-magazine, and so on that has caught my attention [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 17 Each year, university regularly sets up “student recruitment campaign” in many areas, which really impresses me [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree Section 5: Factors relating to influences of individuals with students 75 18 My decision is affected by parents [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 19 My sibling has influenced and oriented to my decision of choosing university [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 20 During high school time, teachers have a huge impact on my decision [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 21 My decision of choosing IU is influenced by close friends [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 22 My decision is based on recommendation of relatives who have been studied in IU [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree [4] [5] Section 6: Factors relating to characteristics of students 23 School has curriculum that meets my preferences [1] [2] [3] 76 Strongly disagree Disagree Neutral Agree Strongly agree 24 The curriculum or study program is suitable with my ability [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree 25 IU has many characteristic that correlate with my personality [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree Section 7: A decision of choosing university 26 I thought my decision of choosing International University is a right choice: [1] [2] [3] [4] [5] Strongly disagree Disagree Neutral Agree Strongly agree Sincerely thank you for your cooperation! APPENDIX D QUESTIONNAIRE DESIGN (Vietnamese version) Chào anh/chị: 77 Tôi tên Nguyễn Thị Hồng Hạnh, sinh viên năm cuối trường đại học Quốc Tế- đại học Quốc Gia thành phố Hồ Chí Minh Tơi tiến hành nghiên cứu yếu tố ảnh hưởng đến lựa chọn trường đại học Quốc Tế sinh viên năm ( Khóa 2012) Mục đích nghiên cứu để có phản hồi bạn sinh viên lựa chọn trường Quốc Tế, từ đưa số giải pháp thúc đẩy thu hút học sinh trường trường Vì vậy, tơi hi vọng bạn dành chút thời gian để hồn thành bảng câu hỏi này, tất câu trả lời có giá trị cho nghiên cứu Tơi xin cam đoan tất kết sử dụng phạm vi nghiên cứu, thông tin cá nhân giữ kín Trân trọng cám ơn Phần 1: Thông tin Bạn tuổi ? A 18- 20 B Trên 20 Giới tính bạn : A Nam B Nữ Bạn nộp đơn thi đại học vào trường ? A B 2-5 C Trên Điểm tổng kết cuối năm học cấp bạn ? A Yếu/ B Trung bình C Khá D Xuất sắc 78 Phần 2: Các yếu tố liên quan đến lựa chọn trường IU bạn Trong phần này, bạn yêu cầu đánh giá thuộc tính sau trường đại học ảnh hưởng Vui lòng đọc kỹ xem xét quan trọng / với định bạn Quy mô phạm vi cho câu hỏi bao gồm cấp độ: Hoàn toàn đồng ý, đồng ý, trung lập, khơng đồng ý, khơng đồng ý Nhóm 1: Các yếu tố liên quan tới tính chất cố định trường IU Trường có sở vật chất đại, thứ hỗ trợ việc học tơi trở nên thuận tiện [1] [2] [3] [4] [5] Hồn tồn đồng ý Đồng ý Trung lập Khơng đồng ý Hồn tồn khơng đồng ý Với mơi trường học quốc tế, học phí có giá trị cho việc học [1] [2] [3] [4] [5] Hồn tồn đồng ý Đồng ý Trung lập Khơng đồng ý Hồn tồn khơng đồng ý Trường học ln đưa học bổng có giá trị xếp theo thứ tự GPA cao học kỳ điều thu hút ý [1] [2] Hoàn toàn đồng Đồng ý [3] [4] Trung lập Khơng đồng Hồn tồn khơng ý ý 79 [5] đồng ý Trường học có sách hỗ trợ sinh viên khó khăn việc chi trả học phí suốt khóa học [1] [2] Hồn tồn đồng Đồng ý [3] [4] [5] Trung lập Khơng đồng ý Hồn tồn khơng đồng ý ý Khn viên trường học IU thân thiện, điều mà làm cảm thật thoải mái [1] [2] Hoàn toàn đồng Đồng ý [3] [4] [5] Trung lập Khơng đồng ý Hồn tồn khơng đồng ý ý Địa điểm trường IU phù hợp cho để học di chuyển từ nhà [1] [2] [3] [4] [5] Hoàn toàn đồng ý Đồng ý Trung lập Khơng đồng ý Hồn tồn khơng đồng ý Nhóm 2: Các yếu tố lien quan tới môi trường giáo dục quốc tế ngành học đa dạng cho sinh viên ngành kinh tế Trường học có giáo trình học quốc tế, điều mà thỏa mãn nguyện vọng tơi [1] [2] Hồn tồn đồng ý Đồng ý [3] [4] [5] Trung lập Không đồng ý Hồn tồn khơng đồng ý 80 Tơi bị thu hút hầu hết giảng viên trường tốt nghiệp từ nước ngồi trở về, có chứng cao thạc sĩ, tiến sĩ [1] [2] Hoàn tồn đồng Đồng ý [3] [4] [5] Trung lập Khơng đồng ý Hồn tồn khơng đồng ý ý Ở khoa kinh doanh, có nhiều ngành đa dạng khác cho lựa chọn tơi [1] [2] Hồn tồn đồng Đồng ý [3] [4] [5] Trung lập Không đồng ý Hồn tồn khơng đồng ý ý 10 Tại trường IU có nhiều hoạt động ngoại khóa, câu lạc dành cho sinh viên, điều thu hút ý với tơi [1] [2] Hồn tồn đồng Đồng ý [3] [4] Trung lập Khơng đồng Hồn tồn khơng ý ý [5] đồng ý Nhóm 3: Các yếu tố liên quan đến nghề nghiệp tương lai 11 Tơi tin tìm cơng việc tốt sau trường cách dễ dàng [1] [2] Hoàn toàn đồng Đồng ý [3] [4] [5] Trung lập Khơng đồng ý Hồn tồn khơng đồng ý ý 81 12 Dựa cấp IU, tương lai có hội cao việc nhận lương cao [1] [2] [3] [4] [5] Hoàn toàn đồng ý Đồng ý Trung lập Khơng đồng ý Hồn tồn khơng đồng ý 13 Tơi tin tơi có địa vị tơi sau trường có giá trị [1] [2] [3] [4] [5] Hoàn toàn đồng ý Đồng ý Trung lập Khơng đồng ý Hồn tồn khơng đồng ý Nhóm 4: Các yếu tố liên quan đến nỗ lực giao tiếp trường với học sinh 14 Trường thường xuyên tổ chức “ ngày hội thong tin IU”, điều ảnh hưởng tới khát khao tham quan học tập [1] [2] Hoàn tồn đồng Đồng ý [3] [4] [5] Trung lập Khơng đồng ý Hồn tồn khơng đồng ý ý 15 Trường tài trợ nhiều hoạt động xã hội, trao học bổng cho học sinh phổ thông nhiều vùng khác [1] [2] Hoàn toàn đồng ý Đồng ý [3] [4] [5] Trung lập Khơng đồng ý Hồn tồn không đồng ý 16 Tần suất xuất trường IU qua báo, radio, internet, báo điện tử, vân vân, thu hút tơi 82 [1] [2] Hồn toàn đồng ý Đồng ý [3] [4] [5] Trung lập Khơng đồng ý Hồn tồn khơng đồng ý 17 Mỗi năm, trường IU thường xuyên mở chiến dịch “ ngày hội tuyển sinh” nhiều địa điểm, điều mà thực gây ấn tượng với tơi [1] [2] Hồn tồn đồng Đồng ý [3] [4] [5] Trung lập Không đồng ý Hồn tồn khơng đồng ý ý Nhóm 5: Các yếu tố liên quan tới ảnh hưởng nhân với sinh viên 18 Quyết định bị tác động cha mẹ tơi [1] [2] Hồn tồn đồng Đồng ý [3] [4] Trung lập Khơng đồng Hồn tồn khơng ý ý [5] đồng ý 19 Anh/Chị ảnh hưởng định hướng tới định chọn trường tơi [1] [2] Hồn tồn đồng Đồng ý [3] [4] [5] Trung lập Khơng đồng ý Hồn tồn khơng đồng ý ý 20 Trong suốt thời gian học phổ thơng, giáo viên có tầm ảnh hưởng lớn tới định [1] [2] [3] [4] 83 [5] Hồn tồn đồng Đồng ý Khơng đồng ý Hồn tồn khơng Trung lập đồng ý ý 21 Sự lựa chọn trường IU bị ảnh hưởng bạn bè thân thiết [1] [2] Hoàn toàn đồng Đồng ý [3] [4] [5] Trung lập Khơng đồng ý Hồn tồn khơng đồng ý ý 22 Sự lựa chọn bị dựa lời khuyên người thân học IU [1] [2] Hoàn toàn đồng Đồng ý [3] [4] Trung lập Khơng đồng Hồn tồn khơng ý [5] đồng ý ý Nhóm 6: Các yếu tố liên quan đến đặc điểm học sinh 23 Trường học có chương trình học phù hợp với sở thích tơi [1] [2] [3] [4] [5] Hồn tồn đồng ý Đồng ý Trung lập Khơng đồng ý Hồn tồn khơng đồng ý 24 Chương trình học trường phù hợp với lực tơi [1] [2] [3] [4] [5] Hoàn toàn đồng ý Đồng ý Trung lập Khơng đồng ý Hồn tồn khơng 84 đồng ý 25 Trường IU có nhiều đặc điểm tương quan đển tính cách tơi [1] [2] [3] [4] [5] Hồn tồn đồng ý Đồng ý Trung lập Khơng đồng ý Hồn tồn khơng đồng ý Nhóm 7: Quyết định chọn trường IU 26 Tôi nghĩ định chọn trường IU lựa chọn đắn: [1] [2] [3] [4] [5] Hoàn toàn đồng ý Đồng ý Trung lập Khơng đồng ý Hồn đồng ý 85 tồn khơng ... useful for International University Administration Department to demonstrate, and adjust strategies in order to attract students to come to learn In another aspect, International University can use... when recruit new students By understanding factors influencing student decision of place to study, IU may work out strategies to attract students, and investigate significance of student s choice... characteristics factors that affect the most important to the career choices of high school students 14 In the study of D W Chapman stated that the fixed element university such as tuition, location,