TY  - JOUR
AB  - Purpose Understanding the influences in the decision-making process of prospective students when choosing a university is crucial in student recruitment. The purpose of this paper is to investigate the impact of perceived source credibility on attitudes and intentions towards taking advice from significant others (e.g. parents, peers and teachers) on university choice.Design/methodology/approach In total, 626 samples from eight government-subsidised secondary schools were collected and tested using the component-based structural equation modelling of partial least squares.Findings The findings verified factors of source credibility that determine prospective students’ attitudes towards taking advice from others. Attitudes and subjective norms explained 49 per cent of the variance in intention to take advice from others on university choice. The findings of the present study provide practical marketing insights for enrolment and recruitment managers.Originality/value While most studies focus on students’ university choice in the recruitment process, studies on perceived source credibility of significant others in the university choice decision-making process are limited.
VL  - 34
IS  - 4
SN  - 0951-354X
DO  - 10.1108/IJEM-06-2019-0190
UR  - https://doi.org/10.1108/IJEM-06-2019-0190
AU  - Wong Phoebe
AU  - Ng Peggy M.L.
AU  - Lee Daisy
AU  - Lam Regan
PY  - 2019
Y1  - 2019/01/01
TI  - Examining the impact of perceived source credibility on attitudes and intentions towards taking advice from others on university choice
T2  - International Journal of Educational Management
PB  - Emerald Publishing Limited
SP  - 709
EP  - 724
Y2  - 2024/04/20
ER  -