Why Do Gen Y Students Study Abroad? The Relationship Between Individual Growth and the Intent To Study Abroad

Authors

  • Jennifer A. Pope
  • Carol M. Sanchez
  • Kevin Lehnert
  • Alexandra S. Schmid

Abstract

Research on Generation Y college students as a demographic group reveals that this group possesses unique characteristics and preferences that influence their academic career choices. This study proposes that Generation Y college students’ motivations to study abroad are rooted in the desire for personal and individual growth. The study attempts to measure how individual growth in isolation and combined with other motivation factors among Generation Y students drives the intent to study abroad and addresses the issue of temporal distance between the actual intent and action to study abroad. In particular we propose that in the desire for individual growth/study abroad relationship is moderated by the student’s gender, parents education level, prior experience, age and income.This further advances the body of research on study abroad by discussing critical factors that influence intent to study abroad and by providing insights into the issue of temporal distance, as most students express interest in study abroad as freshmen yet won’t actually pursue study abroad until their junior year. This time lag creates additional challenges on how to effectively promote study abroad, a high involvement product, to Generation Y college students. The paper concludes with a discussion on marketing implications and provides recommendations to increase study abroad participation among Generation Y college students.

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