Hierarchical effects of university social media posts on the enrolment decision-making of international students: integrating the AIDA and TAM models
研究整合AIDA和TAM模型，分析大学社交媒体内容对国际学生招生决策的层级影响，发现使用、关注、兴趣依次影响评价和意愿，且LinkedIn感知有用性和可信度最高。
This research examines the hierarchical effects of social media content posted by higher education providers on the enrolment decision-making of international students. The present study integrates the AIDA and TAM models to test a novel UAIED model comprising of five hierarchical stages: Usage→ Attention→ Interest→ Evaluation (Perceived Usefulness and Perceived Credibility) → Desire. This research analyses data collected from 235 international students via a two-stage structural equation modelling process using SPSS Statistics and SPSS Amos. The test results indicate that usage, attention and interest are hierarchically connected to evaluation (perceived usefulness and perceived credibility, respectively), and to desire. Furthermore, none of the control variables (age, gender, nationality and the study programme level) significantly impact any construct associations. In addition, this study discovered that LinkedIn had the highest perceived usefulness and perceived credibility among the four social media platforms in this research. The findings inform university managers and host country policymakers about using social media to engage international students in a rational manner.