THE GAP BETWEEN INTENTION AND ACTUAL UNIVERSITY CHOICE: THE INFLUENCE OF TUITION AFFORDABILITY AND SOCIAL ENVIRONMENT
DOI:
https://doi.org/10.5281/zenodo.23096729Abstract
This paper examines the final stage of applicant behaviour, at which a previously formed intention to enrol is translated into an actual university choice. Drawing on the findings of the dissertation research, the paper demonstrates that intention and actual choice are distinct constructs and therefore require separate analysis. Particular attention is given to the moderating role of tuition affordability, the influence of the social environment, and differences between public and non-state higher education institutions. Practical measures are proposed to reduce applicant attrition at the final stage of the admissions funnel.Keywords
intention to enrol, actual university choice, tuition affordability, social influence, applicant, higher education, marketing funnel, applicant retentionReferences
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