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The perceived value of higher education: the voice of Chinese students

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Abstract

This paper describes an exploratory study on the perceived value of higher education by Chinese students in Macao SAR, Guangzhou, Shanghai, and Taipei. Using responses from 316 students, we find that the Sheth–Newman–Gross Theory of Consumption Values explains how students perceive the services offered by higher education institutions. Students have different opinions on the value items, which we group into two functional values (the usefulness of a degree and the experiential aspect), social value, emotional value, epistemic value, and conditional value using factor analysis. A stepwise multiple regression analysis shows that students’ satisfaction depends, to a large extent, on two functional values—the experiential aspect and the usefulness of a degree. Moreover, when comparing value judgments based on gender as well as other demographic and social variables, the results show no significant differences between the mean scores in perceived values. Implications for delivering effective educational services in higher education conclude the paper.

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Acknowledgments

The authors gratefully acknowledge the constructive suggestions provided by two anonymous reviewers and the Coordinating Editor, whose comments helped improve quality of the paper. This research was supported by a grant from the Macao Polytechnic Institute under contract number RP/ESCE-03/2009.

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Authors and Affiliations

  1. School of Business, Macao Polytechnic Institute, Rua de Luis Gonzaga Gomes, Macao SAR, People’s Republic of China

    Linda S. L. Lai, W. M. To, Jane W. Y. Lung & T. M. Lai

Authors
  1. Linda S. L. Lai
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  2. W. M. To
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  3. Jane W. Y. Lung
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  4. T. M. Lai
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Corresponding author

Correspondence to Linda S. L. Lai.

Appendix: Items used in the questionnaire to characterize consumption values and satisfaction

Appendix: Items used in the questionnaire to characterize consumption values and satisfaction

  • When considering the tuition I pay, I believe that the price/quality ratio is good at my university.

  • I believe that a degree in my chosen area will guarantee future employment.

  • The knowledge I have acquired at my university will allow me to get promotions.

  • It is better to obtain a degree than to enter the work force immediately after high school.

  • I believe employers would have positive things to say about my chosen university.

  • In my opinion, it is worthwhile to invest 3 or 4 years to obtain a degree.

  • I learn new things in many of my courses.

  • A degree in my chosen area will allow me to achieve my career goals.

  • I believe employers are interested in hiring students from my chosen university.

  • A degree from my chosen program is a good investment.

  • A degree in my chosen area will allow me to earn a good salary.

  • I find courses more interesting when friends are in my classes.

  • I am happy when friends are in my classes.

  • Working in groups has a positive effect on the value of my education.

  • The areas of specializations offered by my chosen university satisfy my needs.

  • Social activities at my university make my studies more interesting.

  • My parents believe that my university offers good programs.

  • The value of my education depends on my personal effort.

  • I am glad that I chose courses in my specialization.

  • I like taking courses in my chosen program.

  • I find courses interesting.

  • The image projected by my university has an influence on the value of the degree.

  • The reputation of my department/school influences the value of my degree.

  • I have heard positive things about my department/school.

  • I believe that my department/school can adapt to the needs of industry.

  • The number of students in my classes influences the value of my education.

  • The size of my department/school has an effect on the value of my education.

  • The quality of education received from my professors influences the value of my degree.

  • Course contents influence the value of my education.

  • The guidance received from professors has an effect on the value of my education.

  • The fact that my department/school is small has a positive effect on the value of my education.

  • I believe that my department/school offers quality services.

  • When considering the tuition I pay, I believe that my department/school offers sufficient services

  • Based on all of my experience, I am very satisfied with the quality of program and courses.

  • My overall evaluation of the services provided by this university is very good.

  • Overall, I am very satisfied with the decision to choose this university.

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Lai, L.S.L., To, W.M., Lung, J.W.Y. et al. The perceived value of higher education: the voice of Chinese students. High Educ 63, 271–287 (2012). https://doi.org/10.1007/s10734-011-9439-6

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  • DOI: https://doi.org/10.1007/s10734-011-9439-6

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