| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 93 === This study attempts to examine the factors influencing the desire of young people in Taiwan to study abroad and the interrelations among those factors. A number of foreign scholars have alluded to this subject and identified some factors influencing young people’s aspiration to study abroad. But those studies did not adopt a systemic approach to examine the character trait of the students (internationalism), reputation of the target country (country image), social norms (collectivism), and reference groups, nor exploring the issue from a marketing perspective.
This study conducted questionnaire survey targeting students who sought the services of Christ College and education consulting centers in Taiwan that specialize in helping students to study abroad. A total of 300 questionnaires were sent out and 209 of the responses were valid. The data obtained from the Questionnaire for Surveying the Desire to Study Abroad were subject to descriptive statistics, factor analysis, and multiple regression analysis. The results find that: (1) when a student has a good impression on a specific country, said student has greater desire to study in that country; (2) students who have greater sense of collectivism have less desire to study in a specific country; (3) students who are under greater influence of reference groups, such as parents and friends have greater desire to study in a specific country; and (4) the level of student’s world vision has no bearing on his or her desire to study abroad.
Subsequent studies may expand the targets and explore further other influencing factors to better reflect the overall attitude of young people towards studying abroad.
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