Investigating On Determinants Influencing Students' Intention To Study Abroad: The Case Of Vietnamese University Students In Ho Chi Minh City

Abstract

In the present epoch of globalization, the inclination towards pursuing education in foreign countries is gaining immense popularity, hence motivating numerous pupils to contemplate about acquiring education overseas. The aim of this study is to analyse the factors that influence students' desire to pursue education in foreign countries. A research model was created after conducting an extensive literature review. This model aims to investigate the influence of five independent variables (Awareness, Socio-cultural Image of Destination, Host Institution Image, Barrier Factors, Friends and Acquaintances as Information Sources) and two intermediate variables (Attitude and Group Conformity) on the dependent variable (Intention). The study's results and discussions aim to provide suggestions for educators and inform marketing efforts. This study predominantly utilizes a quantitative methodology, where data obtained from the specific sample is examined using SPSS and AMOS software to assess the hypotheses. The questionnaire was designed using extensive previous research. The study was carried out in Ho Chi Minh City from February 2024 to May 2024, focusing on university students in the region. A total of 407 questionnaires distributed, and 385 valid replies were collected. Analysis of the data shows that Intention is favorably affected by Attitude and Group Conformity, which are strongly linked to the independent variables Awareness, Host Institution Image, and Friends and Acquaintances as Information Sources. These findings have substantial implications for educational institutions and international universities aiming to attract students from Ho Chi Minh City, encompassing both theoretical and practical aspects