Making a higher education institution choice: differences in the susceptibility to online information on students’ advice-seeking behavior
ISSN: 1468-4527
Article publication date: 20 May 2020
Issue publication date: 23 June 2020
Abstract
Purpose
Little research has been done on how university information sources influence advice-seeking attitude, intention, and behavior between students with high and low susceptibility to online information. Our study addressed this gap by empirically demonstrating the role that students’ susceptibility to online information plays in terms of the effect of attitude, social norm and perceived behavioral control on their advice-seeking intention and behavior using the Theory of Planned Behavior (TPB). The purpose of this study is to examine differences in the susceptibility to online sources on students’ advice-seeking behavior when making an institution choice.
Design/methodology/approach
A cross-sectional survey was involved, and this empirical study was performed on the basis of a sample of 621 students from publicly-funded high schools in Hong Kong. Multigroup analysis (MGA) was conducted to (i.e. students with high susceptibility to online sources/ students with low susceptibility to online sources) to examine students’ behavioral intention regarding advice seeking about institution choice. 10;
Findings
The results of the study revealed that students with high susceptibility to online information were likely to be influenced by the social norm in applying the TPB model. Conversely, students with low susceptibility to online information had low intention to seek advice from others as they are independent and noninformation seekers. Implications for higher education institutions are discussed.
Originality/value
This study provides a modified version of the TPB model while also demonstrating how students with high/low susceptibility to online sources affect their behavioral intention to seek advice from others about making a university choice. Also, this study provides insights into institutions regarding the promotion of marketing information via online and offline sources.
Keywords
Acknowledgements
This paper was partially supported by the College of Professional and Continuing Education, The Hong Kong Polytechnic University.
Citation
Ng, P., Lee, D., Wong, P. and Lam, R. (2020), "Making a higher education institution choice: differences in the susceptibility to online information on students’ advice-seeking behavior", Online Information Review, Vol. 44 No. 4, pp. 847-861. https://doi.org/10.1108/OIR-07-2019-0218
Publisher
:Emerald Publishing Limited
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