Looking Abroad for Growth: A Study of International Student's Symbolic Motivations in Attending South Korean Universities

South Korean universities have been facing student shortages to sustain their growth due to its severe population decline. The Korean government has since introduced policies to attract more international students to the country. The present study examined the prestige-seeking tendencies of international students in Korea and their influence on students' satisfaction levels. The five dimensions of prestige-seeking behavior were adopted to help explain students' satisfaction levels. Research samples were current and former international students in Korea. The findings reveal the quality of the education did not contribute directly to the students' overall satisfaction level. Instead, it was hedonic elements that affected satisfaction. Moreover, status, snob, and bandwagon effects contributed significantly to the quality and hedonic motives.