Influences on International Students’ Recommendation Willingness in South Korea: Mediating Effects of Pride on Educational Support, Content, and Environment Satisfaction

This study investigates the factors influencing the sense of pride among Chinese international students in South Korean universities and examines how this sense of pride affects their willingness to recommend their institution to others. Amidst South Korea's strategic initiatives to become a global educational hub, this research focuses on the role of educational support, content, and environment in shaping the psychological well-being and pride of international students. Utilizing a survey of 103 Chinese students in the accounting department of a university in the Chungcheong region, the study employs regression analysis to test hypotheses related to these factors. The findings reveal that educational support and content significantly contribute to students' sense of pride, whereas the educational environment, though important, does not show a statistically significant impact. The study also identifies pride as a key mediator influencing students' willingness to recommend their university. These insights underscore the importance of aligning educational strategies with the needs and aspirations of international students to enhance their sense of pride and recommendation likelihood. This research contributes to the discourse on international education and offers practical implications for higher education policy and practice in South Korea, particularly in the context of attracting and retaining international students.