A significant number of studies on country image tend to overemphasize the cognitive country image as a determinant of purchase decision. A country also has an affective image and personality that may surpass the influence of cognitive image in a consumer's decision-making process. However, marketing scholars are apt to disregard these elements…

Using the pull-and-push model as a main theoretical framework, this qualitative interview-based study explores the changes in STEM students' intentions to pursue international mobility in the context of the Russia-Ukraine war and the factors related to students' mobility decisions in the context of geopolitical tensions. The findings suggest that…

This study was aimed to explore Chinese college and university students' motivations to study abroad and examining how their career aspiration influence their decision-making process. 5 research questions were developed from this research topic. A qualitative phenomenological methodology was applied. The researcher himself and the face-to-face…

In this study, one current and three former British Columbia (BC) offshore school principals were interviewed to seek their insights on how they contended with being compelled to censor material and disallow topics of conversation while administering a Canadian curriculum in an international context. Using a research design consistent with an…

The rapid outbreak of the COVID-19 pandemic has severely affected the students' international mobility globally. However, little is known about the challenges that the students, intending to pursue outward mobility experience in deciding between studying in the home country or a foreign country in the current reality. Using a…

This qualitative study examined the process whereby international college students from various countries choose their country of study, type of institution, specific college, and program. It identified and explored the relative importance of each decision-making factor. Fifty-five international students attending four Greater Toronto Area (GTA)…

This study examined high school students' evaluations of a country image, institution image and self-image with regards to their intention to attend a foreign university. Using data gathered from students in Hanoi (n = 403), this study found that the students have more positive perceptions of the host country, the host institution and their…

In the world today, there are 5 million international students studying abroad, including those at the universities in Japan. This research investigates the factors influencing the study abroad decision-making of Chinese international students, based on the results of two surveys and semi-structured interviews. It focuses on the universities'…

Different from the objective risk of self-financed study-abroad behavior, the perceived risk thereof is the basis for individuals to assess the educational consumption risk from their own points of view. The perceived risk in self-financed study-abroad behavior falls into seven aspects, i.e., economic risk, functional risk, completion risk,…

University choice is a high-risk decision for prospective students which requires substantial effort to evaluate a range of choice factors. Understanding this complex process is a crucial task for higher education marketers. Of particular importance are the differences across market segments. This study analyses the importance of choice factors,…

There are numerous scholarly articles that focus on Chinese Students' decisions to go overseas and challenges they face in American High Schools. These research generates a holistic view on the subject., with many of them agreeing each other. Yet, despite many scholarly articles discussing this topic, I find few of these studies originate from…

Over the past three decades, piano learning has witnessed an upsurge in popularity in China. To examine why, between 2016 and 2018 ethnographic fieldwork was conducted among piano teachers, students, and parents of students. Employing the concept of piano pathway, this article tracks the relationship between piano learning and formal schooling and…

The overseas schooling choice as a spatial strategy of capital accumulation has recently attracted scholarly attention (Findlay et al 2012; Ong 1999; Waters 2005, 2006; Brooks and Waters 2011). This paper follows an exploration of the links between geographical mobilities incurred by educational choices, capital accumulation, and class identities…

Recent changes in the English tuition fee policies have spurred a debate on the impacts on student choices for higher education. Expectations range from a sharp decrease in participation in higher education to relatively little change in student demand. We surveyed 1549 year 12 sixth-form students from four institutions spread geographically…

The purpose of this study was to explore the first-year academic experiences and achievement of Chinese international undergraduate students in American higher education. To do so, I tracked a cohort of Chinese international undergraduates through their first-year at a public research university in the United States. Both qualitative and…