NGHIÊN CỨU CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH CHỌN TRƯỜNG ĐẠI HỌC CỦA HỌC SINH PHỔ THÔNG TỈNH VĨNH LONG

Abstract

This study aims to identify and evaluate the key factors influencing high school students’ decisions in choosing a university in Vinh Long province. Based on a review of relevant theories and previous studies on university choice behavior, the author proposes a research model and corresponding hypotheses. The study employs a mixed-method approach, combining qualitative and quantitative methods, with primary data collected from a survey of 300 high school students using a convenience sampling technique. The collected data were analyzed using SPSS software, applying reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), and multiple regression analysis. The results indicate that four main factors significantly affect students’ university selection decisions, including: (1) facilities and teaching quality; (2) university reputation associated with employment opportunities; (3) students’ personal characteristics; and (4) universities’ information provision and recruitment communication efforts. These findings provide practical implications for higher education institutions in developing effective enrollment and communication strategies tailored to local conditions.