Factors influencing high school students’ choice of international education programs

This study aims to explore factors influencing 12th-grade students’ decisions to choose international education programs using qualitative research methods. The findings reveal that the decision-making process consists of three stages: need recognition, information search, and evaluation and decision-making. The choice of international programs is multidimensional, influenced by various factors including program characteristics, admission methods, institutional and partner reputation, tuition fees and scholarships, employment opportunities, study abroad opportunities, facilities, learning environment, and social influences from family, relatives, and peers. Based on these findings, the study proposes solutions for international programs to enhance student recruitment effectiveness.