Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/79967
Title: Online search for information about universities: a Hong Kong study
Authors: Wong, P 
Lee, D 
Ng, PML 
Keywords: Higher education institutions
Enrolment
Online university information search
University marketing
University recruitment
Issue Date: 2018
Publisher: Emerald Group Publishing Limited
Source: International journal of educational management, 2018, v. 32, no. 3, p. 511-524 How to cite?
Journal: International journal of educational management 
Abstract: Purpose A fuller understanding of the information search behaviour of prospective students in the digital era is one of the keys to success in university recruitment. The purpose of this paper is to investigate students' university choice factors in relation to the online environment.
Design/methodology/approach In total, 637 samples from 11 private higher education institutions were collected and tested against assumptions before performing statistical analysis including exploratory factor analysis and mean comparison.
Findings The findings revealed that there are some significant differences in gender and academic discipline in the use of the internet to search for university information. In addition, four constructs of university information were identified that are perceived as important by students in their search behaviour: university reputation, eligibility and affordability, teaching and learning and university tangibility. The outcomes of this research provide some noteworthy insights which have numerous strategic digital marketing implications.
Originality/value While most existing studies have explored types of social media apps or online channels that prospective students use, little research has touched on students' university choice factors in relation to the online environment. Responding to Constantinides and Zinck Stagno (2011) and Hemsley-Brown et al.'s (2016) call, this paper aims to address this research gap by investigating students' university information search in relation to the online environment.
URI: http://hdl.handle.net/10397/79967
ISSN: 0951-354X
DOI: 10.1108/IJEM-12-2016-0268
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