| Summary: | 碩士 === 國立金門大學 === 海洋事務研究所 === 101 === Exploring the Influences of the Sources of Information about Universities and
School-choosing Factors on Students’ Filling their Priority Lists of
Education Programs: A Case-study of National Quemoy University (NQU)
Abstract
This research aims to explore the influences of the sources of information about universities and school-choosing factors on students’ filling the priority list of education programs. This research employ the new students of NQU as the case for study. The research aims to answer the following questions. Through what channels of information do students collect the information about universities and colleges after they have decided to receive university education? What factors influence their choices of universities? This research aims to provide the answers as references for future student recruitment policy of universities.
There are four hypotheses of this research.
First, the sources of information about universities have a profound impact on individuals’ choice of universities.
Second, the sources of information about universities have a profound impact on students’ filling their priority lists of education programs.
Third, each individual school-choosing factor has a profound impact on students’ filling their priority lists of education program.
Fourth, the sources of information about universities can influence students’ filling their priority lists of education programs through each individual school-choosing factor.
Through a survey of the existing literature, both home and oversea, as the foundation, this research creates a scale of “influences of the sources of information about universities and school-choosing factors on students’ filling of education programs” and has undertaken a survey over the first-year undergraduate students having enrolled in NQU in Year 101. This research has delivered 661 questionnaires and retrieved 580. Among the 580 questionnaires, 30 are invalid and 550 valid. The percentage of valid collection is 83.2 percent. Finally according to the survey results, descriptive statistics,reliability and validity analysis, factor analysis, T-test, one-way ANOVA,Pearson product-moment correlation, and hierarchical regression analysis were used to analyze and verify those hypotheses.
After analyzing the data with the above-mentioned methods, this research has attained the following research findings: First, the students of NQU hold positive attitudes toward school-choosing factors. The first five factors are ‘the welfare provided by the local government’, ‘the advantages of cross-strait employment’, ‘tuition fee’, ‘the campus environment for study’, and ‘some departments are special’. Second, there has been a problem of insufficient sources of information for the new students of NQU. Third, the new students of NQU, to a large extent, are highly satisfied with their choice. Fourth, the extent of perceiving the sources of information varies according to sex, the channel of admission to NQU, the location of previous high school. But the combined parental monthly income does not affect the perception of the sources of information. Fifth, school0choosing factors vary according to sex, the channel of admission to NQU, the location of previous high school. But the combined parental monthly income does not affect the perception of sources of information. Sixth, the school-choosing factors of the new students of NQU positively correlate with every aspect of the sources of information. Seventh, the NQU students’ filling their priority lists of education program positively correlates with every aspect of the sources of information. Eighth, the sources of information, through the school-choosing factors, influence how the new NQU students fill their priority lists of education programs.
This research deriving from the above-mentioned research results, provide the following advice.
A. The advice for student recruitment of NQU
First, the advertisement of student recruitment for NQU should enhance its ‘mass media’ and ‘opinion feedback’.
Second, fortify the following school-choosing factors:
1. increase the channels of internship for students to increase their chances of employment.
2. utilize the honest popular culture in Kinmen to create a sound learning environment.
3. provide scholarship to attract more good students.
4. develop departments with special characteristics.
B. Suggestions for further research
First, researchers can expand the research to explore other schools, to undertake horizontal comparison and study, in order to understand the differences among each universities.
Second, researchers, based on the theory of “5-step of the consumer purchase decision process”, should undertake further survey on the levels of satisfaction of students, in order to understand whether the management and development of the university live up to the students’ expectation.
Key words: Sources of Information, School-choosing Factors, Filling Priority Lists of Education.
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