Evaluating the Influence of University Reputation and Environment on Student University Choice: The Mediating Role of Satisfaction in Hebei Province, China

Abstract

This study examines the impact of university reputation and environment on students' university choice in Hebei Province, China, with student satisfaction as a mediating variable. As higher education in China continues to expand and become more competitive, understanding the factors that influence student decision-making is crucial. A quantitative research design was employed, gathering data from a sample of 288 first-year students across several universities in Hebei Province. The results reveal that while the university environment does not directly affect university choice, it significantly influences student satisfaction, which in turn strongly impacts students' decisions. University reputation was found to have a direct and significant effect on both student satisfaction and university choice. These findings highlight the critical roles of university reputation and student satisfaction in shaping students' university choices, suggesting that universities should focus on enhancing their reputation and creating a supportive environment to attract and retain students. The study provides valuable insights for university administrators and policymakers aiming to improve recruitment and retention strategies in a competitive educational landscape.