RESEARCH ON THE IMPACT OF SOCIAL FACTORS, QUALITY OF EDUCATION, AND PERCEIVED VALUE ON STUDENTS' INTENTION TO PURSUE A MASTER'S DEGREE

Tóm tắt

In recent years, pursuing a master's degree has become a social phenomenon attracting significant attention. To better understand the reasons why students choose to pursue a master's degree, this study was conducted to empirically analyze the factors influencing the intention to pursue postgraduate studies. Based on the Theory of Planned Behavior (TPB) and Perceived Value Theory, the research conducted a survey using questionnaires with students from various universities in Ho Chi Minh City. A total of 350 questionnaires were collected, with 298 valid responses. The PLS-SEM method was applied to test the research hypotheses, all of which were accepted: Social factors positively influence students' intention to pursue a master's degree, as well as perceived value and the quality of education. The results indicate that the intention to pursue a master's degree is positively impacted by social factors, perceived value, and the quality of education. These findings provide valuable insights into students' learning motivations and assist educational institutions in adjusting their programs and marketing strategies to more effectively attract prospective master's students.