| dc.description.abstract | The spread of English in the modern-day increase the number of people
demand in studying English. On the internet, people can easily find some studies about
factors that influence students’ choices to choose a school to study but rarely find an
author who has detailed research of a language institution. Therefore, this paper focuses
on identifying factors that affect the choice of British Council Viet Nam in Ho Chi
Minh City by adult learners to study English. Concentrating on the relationship between
six variables including Geographic location, Facility, Prestige, Attractiveness of the
learning course, Media, Institution brand toward adult learners’ decisions on choosing
British Council to study, this paper discovered the level of these factors that they would
be capable of affecting adult learners’ decisions. There are lots of studies researched on
factors affecting students to choose the university or a high school but there is no
literature research on an English institution. These frameworks can help administrators
of British Council Viet Nam are aware of the factors that have a strong and poor impact
on improving productivity in a competitive environment.
An online survey gathered a total of 312 respondents in Ho Chi Minh City,
Viet Nam to assess the conceptual basis of the hypotheses in the research model. Using
Cronbach's Alpha, model structure based on SPSS for analyzing and reliability and
validity of the factors and Regression model to test the significance of all hypotheses of
the research model.
The findings show that all six factors have a positive impact on the choices
made by adult learners. In the results, Facility factor has the strongest effect on the
dependent factor adult learners’ decisions. Although Geographic location is not a
directly effective factor having a strong influence on dependent factor but generally, it is
still significantly positive for British Council. | en_US |
