I looked at all the – what were they called , the modules online and they did cover a wide variety of things as well which was something that attracted me to the course as well .
Therefore , it can be suggested that easy to navigate and use digital services , are an influential factor in the decision-making process of college students , as this will enable them to receive and absorb relevant information from which to choose an institution , or not . Limited information and / or difficult to use digital platforms may lead to an applicant refraining from choosing that institution . This concurs with much research regarding the usability of websites as a marketing tool or consumer transactional site for users from all backgrounds ( Schmutz et al , 2018 ; Ageeva , et al , 2019 : & Fatima et al , 2020 ) all of which suggests that consumers will be deterred from engaging with an organisation if the information they require isn ’ t accessible and in a timely manner .
The role of the parent appears to be dependent on the participants ’ relationship with their parents and the way that advice was perceived to be intended . Parents who acted as influencers , listeners , and coaches more strongly influenced their children ’ s decisions than parents who were more demanding with certainty in their ideas for their children ’ s futures . For example , Kevin told us this about his mum ’ s advice ,
But I think the biggest conversations I ’ ve probably had with my mum . She wants me to go to uni , she thinks it ’ ll be like the best thing I ’ ve done . But she ’ s also quite a big person to , like , push me on not to do physio , go onto other courses . So I get my back up quite a bit with some conversations we ’ ve had .
The participants also valued their parents ’ own experiences , which were often a strong reason for parents to suggest certain paths for their children . For some parents ’ they wanted their children to take a path they did not take , while others encouraged them to follow in their footsteps . Lisa told us about her mum ’ s support in her going to university , even though she had not gone . Lisa said ,
I live with my mum , my mum ' s very open and she will talk to me about it , but she didn ' t go to uni , like , none of my family , apart from my sister , she was the first person to go to uni . So I feel like it would be quite hard for them to connect to someone once they ' ve already lived that part of them and it wasn ' t an option for them , like , she hasn ' t really researched anything to do with it .
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