The Impact of University Choice Factors on University Life Satisfaction and Intention to Persist in Studies

Abstract

The purpose of this study was to examine the effects of university choice factors on university life satisfaction and intention to persist in studies among first-year university students, and to verify the mediating effect of university life satisfaction in the relationship between university choice factors and intention to persist in studies. A survey was conducted with first-year students at H University located in Chungcheongnam-do, and a total of 279 valid questionnaires were used for the final analysis. The measurement instruments consisted of items assessing university choice factors, university life satisfaction, and intention to persist in studies. The collected data were analyzed using SPSS 26.0, including exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis.

The results indicated that, first, among university choice factors, university awareness and educational excellence had significant effects on education satisfaction, while university usability and educational excellence had significant effects on services and facilities satisfaction. Second, among the sub-factors of university life satisfaction, education satisfaction had a significant effect on intention to persist in studies, whereas services and facilities satisfaction did not show a significant effect. Third, university usability, educational excellence, and admission probability among university choice factors had direct effects on intention to persist in studies. Finally, university life satisfaction was found to partially mediate the relationship between university choice factors and intention to persist in studies.

These findings suggest a structural relationship in which students’ expectations and perceptions formed during the university choice process influence their university life experiences and subsequently lead to academic persistence behaviors. This study provides foundational data for developing strategies for student recruitment and retention, highlighting the importance of educational quality and education satisfaction in higher education institutions.