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Chinese cultural values and personal referral sources in international education choice

Gray, V. and Fam, K.S. and Singh, Gurmeet (2015) Chinese cultural values and personal referral sources in international education choice. Journal of Promotion Management, 21 (6). pp. 817-834. ISSN 1049-6491

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Abstract

China offers the greatest growth potential for international education across the global markets. To better understand the motivations of students, a survey of 420 university students was conducted and results revealed that students who rated abasement and personal activity orientation as important values were more likely to find personal referral sources influential. Students who rated situation orientation and interdependence as important values were less likely to find personal referral sources more influential. However, there is no significant difference in authority, face, and group orientation. This suggests the complex role of Chinese cultural values in the process of globalization and industrialization.

Item Type: Journal Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economics (FBE) > School of Management and Public Administration
Depositing User: Gurmeet Singh
Date Deposited: 01 Apr 2016 10:00
Last Modified: 13 Sep 2016 10:50
URI: http://repository.usp.ac.fj/id/eprint/8776
UNSPECIFIED

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