Impact of peer pressure on student’s university choice: the case study in Vietnam

Purpose This study aims to assess the impact of peer pressure on the university choices of students in Vietnam. Design/methodology/approach This study follows two stages, which included reviewing literature to identify the constituent factors of peer pressure influencing students’ university choice decisions and validating these factors through questionnaire methodology. Cronbach’s alpha, exploratory factor analysis and Pearson correlation analyzes have been used for scale validation. Structural equation modeling has been used for tested hypotheses. Findings The research identifies that peer pressure affects the decision-making of university choice through five components: “social integration,” “social networks,” “trust in friends,” “social comparison” and “risk tolerance.” Research limitations/implications The study is confined to the scope within Hanoi City, so the sample structure lacks diversity and fails to assess the differentiation among various demographic factors. Lastly, the study does not clarify student satisfaction regarding their university choice under the influence of peer pressure, hindering the ability to evaluate the directional impact of this pressure on students' university choices. Practical implications The findings of the study can help educational institutions in the development of career guidance programs to assist students in making informed and suitable choices. Additionally, important implications are extended to families to collaboratively guide students when making university choices. Originality/value This study provides insight into the significant impacts of peer pressure on students' decision-making regarding university choice in Vietnam.