Factors Affecting the Intention to Choose University of High School Students in Vietnam

The research applies rational behavior theory and adds factors which are relevant to the context of higher education in Vietnam to re-test the hypotheses and identify factor affecting the intention of choosing a university for high school students. The results show that four factors that influence most to the purpose of high school students’ choice are in the order of (1) university reputation (2) perceptions of the program, (3) perceptions of costs, (4) subjective norm. Based on the results of the study, the author proposes some recommendations for policymakers and university managers in Vietnam to improve their competitiveness in enrollment as well as implement effective recruitment solutions to attract high school students.