Choosing a U.S. branch campus in Korea: a case study of Korean students’ decision-making through the trilateral push–pull model

This study explores the reasons why South Korean students choose to attend an American international branch campus in Korea, focusing on a single case of N University. The research utilizes an extended analytical framework by integrating the concept of global cultural capital with the push–pull theory to offer a comprehensive view of the multifaceted factors influencing their choices at different levels. It was found that students often select an American branch campus as a second choice due to unavoidable constraints, driven by aspirations for greater prestige and recognition. The students’ decision-making process is complex, deeply rooted in Korean society’s emphasis on educational attainment, the stratified hierarchy of domestic higher education institutions, and the desire to obtain American credentials. Nonetheless, the perceived ambiguous institutional identity of these campuses is identified as a significant deterrent. By applying a trilateral push–pull framework, capturing the dynamic interplay between Korean higher education institutions, United States higher education institutions, and international branch campuses, the study sheds light on the nuanced perceptions and decision-making processes of Korean students toward foreign-affiliated universities operating within their home country.