研究目的–本研究的目的是調查影響蒙古國大學生選擇私立大學的主要因素之間的關係。
研究設計/方法/步驟–本研究使用量化研究方法來檢驗所提出的假設。根據過去文獻，設計一份線上調查問卷，來收集研究資料。本研究樣本是由440名蒙古私立大學學生組成。
研究限制– 本研究僅針對蒙古私立大學的新生施測，故研究結果可能無法代表蒙古和世界上任何國家的所有大學生的觀點。
研究結果–學術品質、高等教育行銷策略、機構形象對學生選校產生了正向的影響。 機構形象在各變數間的影響關係中皆產生了中介效應。
原創性/價值–過去僅有少數研究探究蒙古學生選擇高等教育機構的主題，且都是用蒙古語寫的。因此，本研究希冀有助於教育機構能更了解影響蒙古學生選擇私立大學的關鍵因素。
實務意義–本研究結果可作為學生族群、家長、未來的研究者、高等教育機構尤其是私校之從業人員及專業人士提供有用的見解。
Purpose – The purpose of this study was to investigate the relationships among main factors influencing undergraduate students’ choice of a private university in Mongolia.
Design/Methodology/Approach – This study used a quantitative research methodology to examine the proposed hypotheses. An online survey questionnaire was designed based on the literature review in order to gather the data. The sampling size consisted of 440 Mongolian private university undergraduate student-respondents.
Research Limitations – This study was conducted only with freshman students of private universities in Mongolia. The results of this study may not be able to represent the views of all college students in Mongolia and in many countries of the world.
Findings – The academic quality, higher education marketing strategy, and institution image had a positive significant influence on a student’s choice of a higher educational institution. The mediating effects of institution image were found in this study.
Originality/Value - Only a few studies investigated a student’s choice of higher educational institution in Mongolia, and most of them were written in the Mongolian language. Therefore, this study was undertaken in the hope of helping educational institutions to get a better understanding of key factors affecting Mongolian students’ choice of a private university.
Practical Implications – This study may provide useful insights to students, parents, future researchers, practitioners, and professionals of higher educational institutions, particularly private ones.
