Psychographic factors and prospective students' use of interactive features on admissions websites of institutes of higher education
This study assessed the relationship between psychographic factors and the liking and use of interactive features. Prospective and freshman college students were surveyed regarding their activities, interests and opinions, and on their liking and use of interactive features on Websites of Institutes of Higher Education (IHEs). Price consciousness was related to the following: liking of Frequently Asked Questions and blogs; and to the use of tuition cost estimators, instant messaging with current students; and links to student run magazines, and student and alumni success stories. Active users of social media Websites did not differ significantly from non-users in their liking and use of computer-mediated communication features.
Keywords. institute of higher education admissions Websites, interactivity, student recruitment, psychographics, Activities, Interests and Opinions (AIOs).
0745: Higher education