A Study on Re-enroll Intention Toward Advanced Level of Higher Education for International Students in Taiwan

Abstract

This study developed a re-enroll intention model of higher education using international students studying Taiwan universities as a case. The relationships between proposed factors and re-enroll intention were investigated. The model was developed with five constructs, namely, service quality, perceived value, satisfaction, image, and re-enroll intention. The questionnaire survey was conducted with 418 international students studying at private and public universities located in northern, central, and southern Taiwan. The analyses of descriptive statistics and Structural Equation Model (SEM) were carried out in this study. The results revealed that satisfaction has the greatest positive effect on students’ re-enroll intention, followed by perceived value. In addition, the results also indicated that service quality, image, and perceived value have positive influence on satisfaction. These findings of this study can provide valuable information for management of higher education institutions when formulating competitive strategies to enhance re-enroll intention.

Keywords: service quality, perceived value, image, satisfaction, re-enroll intention, SEM