Abstract
Purpose – Little research has been done on how university information sources influence advice-seeking
attitude, intention, and behavior between students with high and low susceptibility to online information. Our
study addressed this gap by empirically demonstrating the role that students’ susceptibility to online
information plays in terms of the effect of attitude, social norm and perceived behavioral control on their adviceseeking intention and behavior using the Theory of Planned Behavior (TPB). The purpose of this study is to
examine differences in the susceptibility to online sources on students’ advice-seeking behavior when making
an institution choice.
Design/methodology/approach – A cross-sectional survey was involved, and this empirical study was
performed on the basis of a sample of 621 students from publicly-funded high schools in Hong Kong.
Multigroup analysis (MGA) was conducted to (i.e. students with high susceptibility to online sources/ students
with low susceptibility to online sources) to examine students’ behavioral intention regarding advice seeking
about institution choice. 10;
Findings – The results of the study revealed that students with high susceptibility to online information were
likely to be influenced by the social norm in applying the TPB model. Conversely, students with low
susceptibility to online information had low intention to seek advice from others as they are independent and
noninformation seekers. Implications for higher education institutions are discussed.
Originality/value – This study provides a modified version of the TPB model while also demonstrating how
students with high/low susceptibility to online sources affect their behavioral intention to seek advice from
others about making a university choice. Also, this study provides insights into institutions regarding the
promotion of marketing information via online and offline sources.
attitude, intention, and behavior between students with high and low susceptibility to online information. Our
study addressed this gap by empirically demonstrating the role that students’ susceptibility to online
information plays in terms of the effect of attitude, social norm and perceived behavioral control on their adviceseeking intention and behavior using the Theory of Planned Behavior (TPB). The purpose of this study is to
examine differences in the susceptibility to online sources on students’ advice-seeking behavior when making
an institution choice.
Design/methodology/approach – A cross-sectional survey was involved, and this empirical study was
performed on the basis of a sample of 621 students from publicly-funded high schools in Hong Kong.
Multigroup analysis (MGA) was conducted to (i.e. students with high susceptibility to online sources/ students
with low susceptibility to online sources) to examine students’ behavioral intention regarding advice seeking
about institution choice. 10;
Findings – The results of the study revealed that students with high susceptibility to online information were
likely to be influenced by the social norm in applying the TPB model. Conversely, students with low
susceptibility to online information had low intention to seek advice from others as they are independent and
noninformation seekers. Implications for higher education institutions are discussed.
Originality/value – This study provides a modified version of the TPB model while also demonstrating how
students with high/low susceptibility to online sources affect their behavioral intention to seek advice from
others about making a university choice. Also, this study provides insights into institutions regarding the
promotion of marketing information via online and offline sources.
| Original language | English |
|---|---|
| Pages (from-to) | 847 |
| Journal | Online Information Review |
| Volume | 44 |
| Issue number | 4 |
| Publication status | Published - 20 Apr 2020 |