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研究生：	黎秋莊 Le, Thu-Trang
論文名稱：	以聯合分析法探討在台外籍生選擇大學屬性偏好之研究 Factors Influencing International Students to Study at Universities in Taiwan: A Study Using Conjoint Analysis
指導教授：	蔡燿全 Tsai, Yao-Chuan
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2014
畢業學年度：	102
語文別：	英文
論文頁數：	64
中文關鍵詞：	聯合分析法、在台、外籍生、選擇大學
外文關鍵詞：	scholarship, desired course, institutional image, international environment, language, future job, conjoint analysis
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The number of countries that are actively involved in international student recruitment has grown considerably. Given the growing international competition between countries for international students, it has become increasingly important to gain a better understanding of the factors that influence international students’ decision on study destination. This is especially necessary for Higher Education (HE) institutions in Taiwan where the number of international students in Taiwan has almost doubled over the past four years, studying a wide variety of subjects.

This study applied conjoint analysis research to analyze the factors which might influence international students' choice towards universities in Taiwan. Using self-designed questionnaire to collect data from international students in Taiwan.

Through the use of conjoint analysis, it was shown that the most important of the attributes measured was scholarship, followed by international environment, desired course, language, future job, institutional image.

Based on the findings in this study, university recruiters can decode the students’ intention and the influence factors properly that will provide better strategy to attract international students. Therefore, the practical implications of the study will be discussed, along with academic contributions and suggestions for future research.

TABLE OF CONTENTS
ACKNOWLEDGEMENTS.........................................I 
ABSTRACT .............................................II 
TABLE OF CONTENTS................................III 

CHAPTER 1. INTRODUCTION...........................................1
1.1 Research Background and Motivation................1 
1.2 Research Objectives and Scope of this Study.......4 
1.3 Research Procedures....................5

CHAPTER 2. LITERATURE REVIEW ...................6
2.1 Globalization and Internationalization in education...6 
2.2 Government policy driven....................6 
2.3 Factors that influence international students’ decision-making process ......8
2.4 Definition of Constructs............................8 
2.4.1 Scholarship....................................11 
2.4.2 A desired course............................11 
2.4.3 An institutional image.........................12 
2.4.4 Language...............................12 
2.4.5 International environment.........................13 
2.4.6 Future job..........................13 
2.4.7 Influences and recommendation...............13 
2.4.8 Collaboration with agencies ................14 
2.4.9 Low tuition fee...................................14 
2.4.10 Application Intention........................14

CHAPTER 3. RESEARCH DESIGN AND METHODOLOGY..............15
3.1 Research Method.........................15 
3.2 Factors.................15 
3.2.1 Pretest.....................................15 
3.2.2 Pretest Result................................16 
3.3 The Conceptual Model.............................17 
3.4 Sample Population and Data Collection................17 
3.5 Variables.............................18 
3.5.1 Independent Variables.......................18 
3.5.2 Dependent Variable...............................20 
3.5.3 The information of the Respondents..... .......20 
3.6 Data Analysis Procedures.....................20 
3.6.1 Descriptive Statistic Analysis..................21 
3.6.2 Conjoint Analysis...... .....................21
3.7 Participants....................................21

CHAPTER 4. RESEARCH RESULTS...........................22
4.1 Characteristics of Respondents and Descriptive. .....22 
4.2 Conjoint Analysis....................................23 
4.3 Comparison among Demographic Variables...............35 
4.4 Hypothesis tests for two proportions..............35

CHAPTER 5. CONCLUSION AND SUGGESTIONS........................................40
5.1 Discussion.......................................40 
5.2 Conclusion and Contribution.......................41 
5.3 Research Limitations and Suggestions for Further Research....................41
REFERENCES.....................43

APPENDICES...........................V
Appendix 1 Questionnaire for pretest...................46 
Appendix 2 English Questionnaire ..................48 
Appendix 3 Vietnamese Questionnaire ...............51 
Appendix 4 Chinese Questionnaire ................54

LIST OF TABLES ...................................V
Table 1-1 Overseas Students in R.O.C..............2 
Table 1-2 Scope of the Study...................4 
Table 2-1 List of Factors...................9 
Table 2-2 Chosen Factors................................11 
Table 3-1 Pretest’s Factors............................15 
Table 3-2 Chosen factors for formal survey..............17 
Table 3-3 Independent Factors under Consideration in this Study................18 
Table 3-4 Scenario Combinations.....................19 
Table 4-1 Characteristics of the Respondents............22 
Table 4-2 Countries of Origin...................23 
Table 4-3 Scenario Scores..............................23 
Table 4-4 Utility Scores of the Attributes..............24 
Table 4-5 Percentage of the Attributes.............24 
Table 4-6 Averaged Importance Scores.....................25 
Table 4-7 Important Scores of Scenarios................26 
Table 4-8 Comparison of Gender.......................... 27 
Table 4-9 Comparison of Marital Status..................28 
Table 4-10 Comparison of Country of Origin .............29 
Table 4-11 Comparison of Age...........................31 
Table 4-12 Comparison of Education Background...........32 
Table 4-13 Comparison of Department ....................33 
Table 4-14 Comparison among Demographic Variables........ 35

LIST OF FIGURES..................................V
Figure 1.1 Number of International students in Taiwan......3 
Figure 1.2 Statistics of international students in Taiwan in 2011..................3 
Figure 3.1 Results of Pretest..........................16 
Figure 4.1: The utility scores of scenarios.............27

                                    

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校內：2020-02-13公開
校外：2020-02-13公開

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