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18/06/2020 05:35:55 AM

Factors Affecting The Decision To Choose The Digital Marketing Course At Conando Company- P4

3 The research model related to consumer behaviour

3.1 General model of David W. Chapman (1981)

A general model was developed by David W. Chapman (1981) for students' school choice decisions. According to the author, the "personal characteristics" and "external influences" (including influential individuals; the university's fixed characteristics and university's communication efforts with students) are Two main factors directly influence the student's choice of school.

3.2 Models of Hanson and Litten (1982)

Developing more in depth than the model of David W. Chapman, the authors Hanson and Litten (1982) introduced a more detailed research model (Figure 1.4) and suggested that the Student Characteristics ; Characteristics of the general head; Personal attributes; Lip wall; Public policy; Characteristics of the University; University activities and Individuals, the media are factors that influence the student's choice of school.

3.3 Model of James M. Curran and Deborah E. Rosen (1998)

In the topic " College Choice in a Brand Elimination Framework The High School Student's Perspective ", James M. Curran and Deborah E. Rosen mentioned 6 factors affecting students' attitudes. in choosing a University, including: Presentation, Lecturers, Students themselves, Course topics, Other students.

3.4 Model of Aznur Hajar Abdullah (2014)

The group of authors Aznur Hajar Abdullah cited six factors affecting university quality, including quality of training staff; Quality of training program; Quality management staff; Quality of facilities; Quality management; Quality link industry.

3.5 Model of Nguyễn Phương Toàn (2011)

The author Nguyen Phuong Toan studies the factors affecting the school choice of high school seniors in Tien Giang province on the basis of eight groups of factors affecting the decision to choose a university. The research results show that the model achieves data compatibility, the factors that influence students' decision to choose a university with 5 influencing factors in descending order: diversity and steaminess, leading the training industry; characteristics of the university; ability to meet expectations after graduation; Communication efforts of the University and reputation of the University.

3.6. Model of  La Vĩnh Tín (2015)

The author's model La Vinh Tin pointed out two groups of factors influencing the decision to choose a school to learn English in some foreign language centers: External factors (Reputation, Facilities, Instructors, Tuition, Attempts to communicate with students of the center; Influence of society); Personal factors learner (Motivation, Demographic characteristics)

3.7. Model of Võ Thị Quý (2015)

The main objective of this research is to test the quality scale of undergraduate training on student's perspective at universities in Ho Chi Minh City. The research results show that the quality of university training on student perspective includes 7 components, namely: (1) training program; (2) teaching skills of instructors; (3) interaction between faculty and students; (4) facilities; (5) interaction between schools and businesses; (6) extra-curricular activities; and (7) the quality of student support services.

3.8. Model of Phạm Thị Liên (2016)

In the research topic "The quality of training services and the satisfaction of learners In case of University of Economics and Business, Vietnam National University, Hanoi", author Pham Thi Lien mentioned 4 factors affecting student satisfaction includes: Physical basis; Education program; Instructors; Ability to serve.

3.9. Model of Nguyễn Thị Kim Chi (2018)

Nguyen Thi Kim Chi proposes a research model consisting of 7 independent variables: Feel about the cost, Feel about the training program, Feel about the facilities and resources, Feel about the facilities and resources, Feel about the reputation, Feel about the information received from the university, Feel about the advice of others and Feel about the subjective standard.

4 The proposed research model and the hypotheses of the topic

From the aforementioned theoretical bases, along with considering the actual situation of digital marketing learning needs of students who are mostly students and employees, the author built a research model and gave 05 Research hypotheses from H1 to H5 with 20 representative factors affecting the decision to choose the course as well as digital marketing training center in Da Nang. In particular, the hypothetical groups of factors from H1 to H5 are the independent quantitative variables that directly affect the dependent variable, which is the decision to choose digital marketing course in Da Nang city. In addition, demographic factors such as gender, age, occupation, and income will have indirect effects on the relationship between the above independent variables and the dependent variables in the model.

Hypothesis H1: There is a positive correlation between the Training Program and the decision to choose the course.

Hypothesis H2: There is a positive correlation between Instructor and the decision to choose the course.

Hypothesis H3: There is a positive correlation between Cost and the decision to choose the course.

Hypothesis H4: There is a positive correlation between Facility and decision to choose the course.

Hypothesis H5: There is a positive correlation between Reputation and the decision to choose the course.

Nguyen Thi My My