Factors Affecting Decision Making by High School Students to Study for a Bachelor’s Degree
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Abstract
The purpose of this research is to examine the factors influencing high school students' decisions to pursue a bachelorís degree. These factors are categorized into two groups: (1) pull factors, based on Reederís social action theory; and (2) the service marketing mix for education. Data were analyzed from 1,244 high school students who attended the Mahidol Open House from 2020 to 2023. Among the pull factors, the greatest effect was for value standards, while the least influential factor was habits and customs. When analyzed annually, value standards was consistently ranked the highest over the four years, while habits and customs was ranked the lowest. Among the service marketing mix factors, physical evidence had the greatest effect, while price had the least effect. When the data were examined by year, physical evidence maintained the highest average across all four years, whereas price consistently had the lowest average. In conclusion, the factors that most influence high school students' decisions to pursue a bachelorís degree include value standards and physical evidence, while the factors with the least impact are habits and customs, along with price.
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