MAJOR CHOICE BEHAVIOR OF STUDENTS AT PRIVATE UNIVERSITIES IN VIETNAM: A THEORETICAL PERSPECTIVE

Abstract

The choice of academic major plays a pivotal role in students' career orientation and future, especially in the context of a rapidly changing labor market and increasingly diverse higher education. This study aims to identify the factors influencing the major selection behavior of students at private universities in Ho Chi Minh City. Based on inheriting and synthesizing previous research, the authors propose a research model comprising four main factors: influence from relatives, personal abilities and interests, university information and reputation, and employment trends and career orientation. Each factor is measured by specific observable variables to test its relationship with major selection behavior. The research not only contributes academically to the field of learner behavior but also provides practical implications for educational institutions and managers in developing appropriate enrollment communication strategies and career counseling, thereby enhancing training effectiveness and meeting societal needs.