The impact of social influence on university choice

This study explores the relationship between social influence and students’ university choice. We will statistically examine relationships between herding, informational social influence, normative social influence and the decision to choose a university. We borrowed the scale adjustments of Baddeley (2010), Burnkrant and Cousineau (1975), and Ajzen (1991). Our sample of 502 students was collected from seven universities in Hanoi, Vietnam. After running regression, the results of our study indicate that there is an effect between social influence and university choice.