ABSTRACT

Global student mobility has reached far beyond Europe, North America, and Australia. Malaysia, Singapore, and South Korea have become the ‘emerging contenders’ focusing on attracting international students, primarily from other Asian countries. This heightened competition among higher education institutions (HEIs) challenges their sustainability. This study, therefore, aims to investigate Alcaide-Pulido, Alves, and Gutiérrez-Villar's university image model and its influence on students’ citizenship behaviour in the context of HEIs’ achieving sustainability. Data were collected from 223 international students at two reputable Malaysian universities. The results, showing that ‘image’ is a ‘higher-order construct’, extend the university image model and reveal a reformation of the ‘image’ variables. The findings further reveal that the extended and reformed model is capable of building satisfaction among students, which, in turn, contributes to enhancing students’ citizenship behavioural outcomes (advocacy, feedback, helping behaviour, and tolerance). This can indirectly support HEIs’ sustainability.

摘要

全球学生流动已经远远超出了欧洲、北美和澳大利亚。马来西亚、新加坡和韩国已成为专注于吸引主要来自其他亚洲国家的国际学生的“新兴竞争者”。高等教育机构 (HEI) 之间日益激烈的竞争挑战了它们的可持续性。因此，本研究旨在调查 Alcaide-Pulido、Alves 和 Gutiérrez-Villar 的大学形象模型及其在高等教育机构实现可持续性背景下对学生公民行为的影响。数据来自马来西亚两所著名大学的 223 名国际学生。结果表明，“形象”是一个“高阶结构”，扩展了大学形象模型并揭示了“形象”变量的改革。研究结果进一步表明，扩展和改革的模型能够建立学生的满意度，这反过来又有助于提高学生的公民行为成果（倡导、反馈、帮助行为和宽容）。这可以间接支持高等教育机构的可持续性。