An Exploratory Investigation of Study-Abroad Online Information Cues

Abstract

Despite numerous studies on the factors involved in the decision-making process on study abroad, little attention has been paid to the initial stage when students process information. This qualitative study aims to map out the cues involved when Chinese students process study-abroad information from an information-processing perspective. Findings showed that family members, the Internet, and agents were the main channels through which respondents obtained information. Recognition of qualifications by the source country, employment prospects, and price were identified as important cues. This study identified the determining role of cues by using a rating system. Using marketing cues, marketers may be able to design and align marketing strategies which are more efficient at attracting Chinese students in the future.

Keywords:

• Study abroad
• Information cues
• Elaboration likelihood model

Notes

¹ The authors have added subjects to sentences in translation as it is common to omit subjects in Chinese sentences.

² The authors used Chinese surnames only to identify participants in order to preserve their privacy.

Additional information

Notes on contributors

Shasha Teng

Shasha Teng is a visiting teaching fellow in information systems at Nottingham University China campus. She has a PhD from Taylor’s University. Her current research interests focus on social media marketing, eWOM communication, and consumer behavior in the social media context. Shasha Teng is the corresponding author and may be contacted at [email protected].

Kok Wei Khong

Kok Wei Khong is a Professor of Marketing Analytics and currently the Director of MBA Programs at Nottingham University Business School Malaysia. He has an MBA from Leicester University and a PhD from Multimedia University, Malaysia. His research interests are in the area of behavioral science, social media marketing and communications, social commerce, and online retailing/marketing. He has published in journals such as Supply Chain Management: An International Journal, Asia Pacific Journal of Marketing and Logistics, Expert Systems with Applications and the Journal of Business Ethics.