社会媒体上的入学意向预测因素:大学指南

IF 1.2 4区 教育学 Q3 EDUCATION, SPECIAL
Joy Beesoon, M. Cant
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引用次数: 0

摘要

在全球范围内,绝大多数高等教育机构在日常活动中使用社交媒体。因此,随着大学之间的竞争,制定有效使用社交媒体的指导方针已成为一种必要。然而,使用社交媒体的指导方针很少,尤其是在高等教育和招生领域。本研究通过确定在招生过程中使用社交媒体时的入学意向预测因素来分析社交媒体指南。文献综述揭示了五种构念的存在,这些构念可能与入读大学的意向有关。制定了一份调查问卷,并对四所公立大学的学生进行了抽样调查。通过对412份问卷进行多元线性回归分析,发现学生入学意向的预测因子有四个,分别是社交媒体功能、社交媒体参与度、社交媒体内容和信息需求。从入学意向的预测因素、本研究的描述性发现以及其他文献中,得出了社交媒体指南,并推荐大学在招生过程中使用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Predictors of Enrolment Intention on Social Media: Guidelines for Universities
Globally, a vast majority higher education institutions are using social media in their day-to-day activities. Consequently, the need for guidelines to effectively use social media in student recruitment has become a necessity as universities compete among themselves. However, guidelines to use social media are scarce, especially in the realm of higher education and student recruitment. This study analyze social media guidelines by determining the predictors of enrolment intention when social media are used during student recruitment. Literature review revealed the existence of five constructs that may be associated with the intention to enrol at a university. A questionnaire was developed and administered to a sample of students from the four public universities. A total of 412 questionnaires were analysed using multiple linear regression and it was found that there are four predictors of enrolment intention, namely social media functionalities, social media engagement, social media content and information needs. From the predictors of enrolment intention and from the descriptive findings of this study, and additional literature, social media guidelines were derived and were recommended to be used by universities during student recruitment.
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来源期刊
CiteScore
3.90
自引率
15.80%
发文量
31
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