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題名 台灣學生決策於留學美國或澳洲之因素比較
A Comparison of the Decision-Making Factors for Taiwanese Students Intending to Study in America and Australia
作者 馬布思
貢獻者 邱志聖
Chiou, Jyh-Shen
馬布思
關鍵詞 教育
國際教育
留學
澳洲
台灣
美國
International education
Student mobility
Education
Taiwan
Australia
America
日期 2018
上傳時間 1-Oct-2018 12:05:22 (UTC+8)
摘要 Over the past 40 years the international education industry has seen rapid growth and English-speaking countries such as America and Australia, where the bulk of international students go, have been reaping the benefits. However, recently it has become evident that these countries have a growing reliance on China and India for students, which make up nearly half of their international students. This is concerning education institutions across the world, who are now looking at how to increase the diversity of their international students. Taiwan is a traditionally high exporter of international students, and is one of the many markets that can be further developed.

The purpose of this study was to gain an understanding of the important factors for Taiwanese in selecting a country to study. The Theory of Reasoned Action (TRA; Fishbein & Ajzen, 2010) was used as the theoretical base for this study with antecedent variables being derived from the 4C Framework (Chiou, 2014). The research examined the Attitudes, Subjective Norms, and Intentions to study in Australia and America through a questionnaire. The antecedent variables for the Attitude construct were derived from the 4C Framework. Survey participants were found using a snowball method via both online and offline channels and a total of 336 complete surveys were collected. The results found that similar factors are important for Taiwanese intending to study in Australia and America: Education Quality, Understanding, Career Prospects and Social Norms. However, it was found that those intending to study in Australia are more susceptible to social influencers compared to those who intend to study in America. The findings from this study are relevant to stakeholders in the Australian and American education industry, and can be used in marketing to target Taiwanese international students.
參考文獻 Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Upper Saddle River, NJ: Prentice-Hall.
Australian Government, Department of immigration and Border Protection. (2016). Student visa and temporary graduate visa program trends. https://www.homeaffairs.gov.au/ReportsandPublications/Documents/statistics/student- visa-trends-2015-16.pdf
Australian Trade and Investment Commission, Austrade Taiwan. (2017). Taiwan Working Holiday Makers: The Transition to Study. https://www.austrade.gov.au/australian/education/news/reports/taiwan-working-holiday- makers-report-the-transition-to-study
Baker, M., Creedy, J. and Johnson, D. (1996). Financing and Effects of Internationalisation of Higher Education: An Australian Study. Australian Government Printing Service, Canberra.
Bohm, C., Daris, F., Meares, H. and Pearce, T. (2002). Global Student Mobility 2025: Forecasts of the Global Demand for International Higher Education. IDP, Canberra.
Chen, C. and Zimitat, C. (2006). Understanding Taiwanese students` decision-making factors regarding Australian international higher education. International Journal of Educational Management, 20(2), pp.91-100. https://doi.org/10.1108/09513540610646082
Chiou, J.S. (2014). Strategic Marketing Analysis: Framework and Practical Applications (4th ed.). Taipei: Best Wise.
Export.gov. (2018). Education and Training Services Resources Guide 2018. https://2016.export.gov/industry/education/eg_main_108888.asp
Gov.UK. (2016). Youth Mobility Scheme 2017 for Taiwanese Students. https://www.gov.uk/government/news/youth-mobility-scheme-2017-for-taiwanese-youth- 2
Fishbein, M., Ajzen I. (2010). Predicting and Changing Behaviour: The Reasoned Action Approach. New York, N.Y.: Psychology Press.
Hall, D.L., and Ames, R.T. (1987). Thinking through Confucius, New York State Univeristy, New York, N.Y.
ICEF Monitor. (2015a). The State of International Student Mobility in 2015. http://monitor.icef.com/2015/11/the-state-of-international-student-mobility-in-2015/
ICEF Monitor. (2015b). The China challenge: Diversification and managing risk in international education. http://monitor.icef.com/2015/03/china-challenge-diversification- managing-risk-international-education/
Lai, A., Gibson, P. and Muthaly, S. (2014). Becoming an education provider of choice in Hong Kong: an inquiry into student decision making. International Journal of Educational Management, 28(5), pp.590-609. https://doi.org/10.1108/IJEM-05-2013-0082
Ministry of Education. (2018). Taiwan Study Abroad Statistics.
https://depart.moe.edu.tw/ed2500/News.aspx?n=2D25F01E87D6EE17&sms=4061A635
7922F45A
Muthaly, S., C. Lobo, A. and Song Jen-Yuan, J. (2013). Marketing of postgraduate education in Taiwan: issues for foreign universities. Asia Pacific Journal of Marketing and Logistics, 25(1), pp.118-130. https://doi.org/10.1108/13555851311290966
OECD. (2017). Education at a glance 2017. https://read.oecd-ilibrary.org/education/education- at-a-glance-2017_eag-2017-en#page292
Thirlwell, M. (2017). Australia’s export performance in FY2017. https://www.austrade.gov.au/News/Economic-analysis/australias-export-performance-in- fy2017
UNESCO. (2018). Inbound Internationally mobile students by country of origin. http://data.uis.unesco.org/Index.aspx?queryid=172
U.S. Department of State – Bureau of Consular Affairs. (2017). Nonimmigrant Visa Issuances by Visa Class and by Nationality. https://travel.state.gov/content/travel/en/legal/visa- law0/visa-statistics/nonimmigrant-visa-statistics.html
Warwick, J. and Mansfield, P. (2003). Perceived Risk in College Selection: Differences in Evaluative Criteria Used by Students and Parents. Journal of Marketing for Higher Education, 13(1-2), pp.101-125. https://doi.org/10.1300/J050v13n01_07
描述 碩士
國立政治大學
國際經營與貿易學系
105351055
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105351055
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh-Shenen_US
dc.contributor.author (Authors) 馬布思zh_TW
dc.creator (作者) 馬布思zh_TW
dc.date (日期) 2018en_US
dc.date.accessioned 1-Oct-2018 12:05:22 (UTC+8)-
dc.date.available 1-Oct-2018 12:05:22 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2018 12:05:22 (UTC+8)-
dc.identifier (Other Identifiers) G0105351055en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/120227-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 105351055zh_TW
dc.description.abstract (摘要) Over the past 40 years the international education industry has seen rapid growth and English-speaking countries such as America and Australia, where the bulk of international students go, have been reaping the benefits. However, recently it has become evident that these countries have a growing reliance on China and India for students, which make up nearly half of their international students. This is concerning education institutions across the world, who are now looking at how to increase the diversity of their international students. Taiwan is a traditionally high exporter of international students, and is one of the many markets that can be further developed.

The purpose of this study was to gain an understanding of the important factors for Taiwanese in selecting a country to study. The Theory of Reasoned Action (TRA; Fishbein & Ajzen, 2010) was used as the theoretical base for this study with antecedent variables being derived from the 4C Framework (Chiou, 2014). The research examined the Attitudes, Subjective Norms, and Intentions to study in Australia and America through a questionnaire. The antecedent variables for the Attitude construct were derived from the 4C Framework. Survey participants were found using a snowball method via both online and offline channels and a total of 336 complete surveys were collected. The results found that similar factors are important for Taiwanese intending to study in Australia and America: Education Quality, Understanding, Career Prospects and Social Norms. However, it was found that those intending to study in Australia are more susceptible to social influencers compared to those who intend to study in America. The findings from this study are relevant to stakeholders in the Australian and American education industry, and can be used in marketing to target Taiwanese international students.		en_US
dc.description.tableofcontents Abstract... 1
Chapter 1... 5
Introduction... 5
Statement of the Problem... 6
International mobilisation of Taiwanese students... 8
Purpose of the Study... 10
Chapter 2... 11
Theory of Reasoned Action... 11
4C Framework... 12
Conceptual Model and Hypothesis... 19
Chapter 3... 23
Methodology... 23
Reliability & Validity Analysis... 26
Chapter 4... 27
Results... 27
Chapter 5... 34
Discussion and Conclusion... 34
Australia... 34
America... 36
Recommendations for America and Australia... 37
Limitations and Further Research... 38
Reference... 40
Appendix A – English Survey... 42		zh_TW
dc.format.extent 882670 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105351055en_US
dc.subject (關鍵詞) 教育zh_TW
dc.subject (關鍵詞) 國際教育zh_TW
dc.subject (關鍵詞) 留學zh_TW
dc.subject (關鍵詞) 澳洲zh_TW
dc.subject (關鍵詞) 台灣zh_TW
dc.subject (關鍵詞) 美國zh_TW
dc.subject (關鍵詞) International educationen_US
dc.subject (關鍵詞) Student mobilityen_US
dc.subject (關鍵詞) Educationen_US
dc.subject (關鍵詞) Taiwanen_US
dc.subject (關鍵詞) Australiaen_US
dc.subject (關鍵詞) Americaen_US
dc.title (題名) 台灣學生決策於留學美國或澳洲之因素比較zh_TW
dc.title (題名) A Comparison of the Decision-Making Factors for Taiwanese Students Intending to Study in America and Australiaen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Upper Saddle River, NJ: Prentice-Hall.
Australian Government, Department of immigration and Border Protection. (2016). Student visa and temporary graduate visa program trends. https://www.homeaffairs.gov.au/ReportsandPublications/Documents/statistics/student- visa-trends-2015-16.pdf
Australian Trade and Investment Commission, Austrade Taiwan. (2017). Taiwan Working Holiday Makers: The Transition to Study. https://www.austrade.gov.au/australian/education/news/reports/taiwan-working-holiday- makers-report-the-transition-to-study
Baker, M., Creedy, J. and Johnson, D. (1996). Financing and Effects of Internationalisation of Higher Education: An Australian Study. Australian Government Printing Service, Canberra.
Bohm, C., Daris, F., Meares, H. and Pearce, T. (2002). Global Student Mobility 2025: Forecasts of the Global Demand for International Higher Education. IDP, Canberra.
Chen, C. and Zimitat, C. (2006). Understanding Taiwanese students` decision-making factors regarding Australian international higher education. International Journal of Educational Management, 20(2), pp.91-100. https://doi.org/10.1108/09513540610646082
Chiou, J.S. (2014). Strategic Marketing Analysis: Framework and Practical Applications (4th ed.). Taipei: Best Wise.
Export.gov. (2018). Education and Training Services Resources Guide 2018. https://2016.export.gov/industry/education/eg_main_108888.asp
Gov.UK. (2016). Youth Mobility Scheme 2017 for Taiwanese Students. https://www.gov.uk/government/news/youth-mobility-scheme-2017-for-taiwanese-youth- 2
Fishbein, M., Ajzen I. (2010). Predicting and Changing Behaviour: The Reasoned Action Approach. New York, N.Y.: Psychology Press.
Hall, D.L., and Ames, R.T. (1987). Thinking through Confucius, New York State Univeristy, New York, N.Y.
ICEF Monitor. (2015a). The State of International Student Mobility in 2015. http://monitor.icef.com/2015/11/the-state-of-international-student-mobility-in-2015/
ICEF Monitor. (2015b). The China challenge: Diversification and managing risk in international education. http://monitor.icef.com/2015/03/china-challenge-diversification- managing-risk-international-education/
Lai, A., Gibson, P. and Muthaly, S. (2014). Becoming an education provider of choice in Hong Kong: an inquiry into student decision making. International Journal of Educational Management, 28(5), pp.590-609. https://doi.org/10.1108/IJEM-05-2013-0082
Ministry of Education. (2018). Taiwan Study Abroad Statistics.
https://depart.moe.edu.tw/ed2500/News.aspx?n=2D25F01E87D6EE17&sms=4061A635
7922F45A
Muthaly, S., C. Lobo, A. and Song Jen-Yuan, J. (2013). Marketing of postgraduate education in Taiwan: issues for foreign universities. Asia Pacific Journal of Marketing and Logistics, 25(1), pp.118-130. https://doi.org/10.1108/13555851311290966
OECD. (2017). Education at a glance 2017. https://read.oecd-ilibrary.org/education/education- at-a-glance-2017_eag-2017-en#page292
Thirlwell, M. (2017). Australia’s export performance in FY2017. https://www.austrade.gov.au/News/Economic-analysis/australias-export-performance-in- fy2017
UNESCO. (2018). Inbound Internationally mobile students by country of origin. http://data.uis.unesco.org/Index.aspx?queryid=172
U.S. Department of State – Bureau of Consular Affairs. (2017). Nonimmigrant Visa Issuances by Visa Class and by Nationality. https://travel.state.gov/content/travel/en/legal/visa- law0/visa-statistics/nonimmigrant-visa-statistics.html
Warwick, J. and Mansfield, P. (2003). Perceived Risk in College Selection: Differences in Evaluative Criteria Used by Students and Parents. Journal of Marketing for Higher Education, 13(1-2), pp.101-125. https://doi.org/10.1300/J050v13n01_07		zh_TW
dc.identifier.doi (DOI) 10.6814/THE.NCCU.IB.031.2018.F06en_US