TEM Jou nal. Volume 13, Issue 2, pages 1007-1017, ISSN 2217-8309, DOI: 10.18421/TEM132-15, May 2024.
TEM Jou nal – Volume 13 / Numbe 2 / 2024. 1007
Changes in P e e ences and A i udes Towa ds
Uni e si y Selec ion in he Pos -Co id E a
Ma ina Juříko á P
1
P, Jose Kocou ek P
1
P, Eliška Káče ko á P
1
P
1
PTomas Ba a Uni e si y in Zlín, Facul y o Mul imedia Communica ions, Uni e zi ní 2431,
760 01 Zlín, Czech Republic
Abs ac – Gene al socie al de elopmen s show ha
he COVID-19 pandemic has b ough abou las ing
changes in a i udes owa ds educa ion and li es yle,
among o he s. The p esen ed s udy aims o e i y,
using a quan i a i e ques ionnai e su ey me hod on a
sample o 500 esponden s each, whe he he e ha e
been changes in he p e e ences o po en ial s uden s a
a selec ed uni e si y in he Czech Republic be ween
p e-Co id (2017) and pos -Co id (2022) yea s. Cu en
s udies show ha he pos -COVID decision-making
p ocess is, among o he hings, gene ally mo e a ec ed
by he ela ionships wi h amily and iends. Also, he
pape 's goal is o e i y whe he his ac also applies o
he a ea o p e e ences o uni e si y applican s and
whe he i is di e en ia ed by gende . Based on he
s a is ical es ing and in e p e a ion o he da a,
ecommenda ions will be o mula ed o he ma ke ing
managemen o uni e si ies conce ning how o adap o
changes in he p e e ences o applican s and how o
e ec i ely adjus he communica ion mix and message
o he gi en a ge g oup, he eby inc easing i s
in e es in s udying a he uni e si y. The p oposed
measu es will hus con ibu e o inc easing he
compe i i eness o uni e si ies, as hey iden i y
oppo uni ies o a ge po en ial s uden s mo e
e ec i ely.
DOI: 10.18421/TEM132-15
34TUh ps://doi.o g/10.18421/TEM132-15U34T
Co esponding au ho : Eliška Káče ko á,
Tomas Ba a Uni e si y in Zlín, Facul y o Mul imedia
Communica ions, Uni e zi ní 2431, 760 01 Zlín, Czech
Republic
Email: 34TU[email p o ec ed]U34T
Recei ed: 20 No embe 2023.
Re ised: 13 Feb ua y 2024.
Accep ed: 07 Ma ch 2024.
Published: 28 May 2024.
© 2024 Ma ina Juříko á, Jose Kocou ek
& Eliška Káče ko á; published by UIKTEN. This wo k is
licensed unde he C ea i e Commons A ibu ion-
NonComme cial-NoDe i s 4.0 License.
The a icle is published wi h Open Access a
Uh ps://www. emjou nal.com/
Keywo ds – HEI selec ion, uni e si y applican s,
s uden p e e ences, ma ke ing, COVID-19 pandemic.
1. In oduc ion
T ends ela ed o he compe i i e na u e o highe
educa ion ins i u ions (HEIs) ecei e mo e a en ion,
as uni e si ies seek o no only place high on na ional
and in e na ional ankings bu also s i e o a ac
gi ed s uden s.
I is p ecisely h ough educa ing and aining good
s uden s ha he po en ial o u he g ow h,
building, and main aining p es ige is c ea ed.
C ea ing business s a egies and implemen ing
ma ke ing ac i i ies is becoming an essen ial aspec
o uni e si ies ha is al eady being e lec ed in
p ac ice [1]. The issue o s uden p e e ences in e ms
o highe educa ion ins i u ion selec ion has been
widely discussed by many au ho s. Explo ing ac o s
ha in luence s uden s' decision-making p ocess
when en olling a a p i a e HEI is no a new opic o
s udy anymo e. The 2014 s udy o Tan i o akulchai
[2] shows ha he loca ion o HEI, academic
ankings, a ailable acili ies, s udy cos s, and u u e
employmen oppo uni ies a e all ac o s ha
posi i ely in luence s uden s' decisions. The esul s
o Ru e e al. [3] showed a s ong posi i e e ec o
social media on he numbe o egis e ed s udy
applican s. The conclusions o he s udies by
Tan i o akulchai [2] and Ru e e al. [3] also
con i m Shamsudin e al. [4]. The selec ion o a
pa icula academic p og am is de e mined by an
assessmen o he p e e ed ield o s udy and he
speci ic cou se o e ings o he HEI, as Baldwin and
James [5] poin ou . A s udy conduc ed in Indonesia
[6] highligh s he need o u he esea ch in o he
mo i a ions o high school g adua es when selec ing
a uni e si y o a be e unde s anding o ma ke ing
app oaches and s a egies o di e en segmen s. .
Thei esul s iden i y wo dis inc p e e ence clus e s
o po en ial s uden s, namely hose making decisions
based on “social ne wo ks” ( amily, iends, and
eache s) and “ a ional decision” ( epu a ion and
ca ee p ospec s).
TEM Jou nal. Volume 13, Issue 2, pages 1007-1017, ISSN 2217-8309, DOI: 10.18421/TEM132-15, May 2024.
1008 TEM Jou nal – Volume 13 / Numbe 2 / 2024.
Simila esul s we e epo ed by Ade ulu e al. [7]
who poin ou he key ac o s o pos g adua e
applican s in he Nige ian en i onmen , which a e he
loca ion o he ins i u ion, i s equipmen , and he
composi ion o he cou ses o e ed, bu also he e i
has an impo an place o make decisions based on
he ecommenda ions and a i udes o hei amily
and immedia e su oundings ( iends). S akeholde
in luence is consis en wi h co e alues in he
collec i is cul u e o Indonesia and Nige ia.
In con as , he a i udes o comme cial
enginee ing applican s in no he n Chile a e
di e en , as decla ed by A aya-Piza o [8].
Uni e si y selec ion is p ima ily de e mined by he
acc edi a ion o he ca ee and he ocus o he
cu iculum. They also highligh he ac ha s uden s
coming om p i a e schools ha e highe ex insic
mo i a ions bu wi h a lowe le el o oca ion o he
ca ee compa ed o s uden s o subsidized o public
educa ion. A simila a ional ocus on cou se
epu a ion and wo k placemen is also shown o
inal yea seconda y school s uden s in I eland [9].
Najimudino a e al. [10] p esen a s udy om
Ky gyzs an ha shows he impo ance o economic
a ibu es ( ui ion ees, schola ships) as well as he
quali y and composi ion o academic s a . They also
highligh di e ences in p e e ences by gende ,
egion, amily s uc u e, and seconda y school
backg ound o applican s. The esul s o quan i a i e
esea ch done in p i a e schools in Oman [11] show
a signi ican ela ionship be ween s uden
cha ac e is ics and HEI selec ion decision, bu also
sugges ha he e is no ela ionship be ween ex e nal
ac o s and HEI choice. Nana h e al. [12] p o ide
one o he ew insigh s in o he change in HEI
selec ion p io i ies be o e and a e he COVID-19
pandemic. Using a MANOVA and mul ic i e ia
analysis, hey de e mined a dec ease in p io i y o
uni e si y anking and he le el o s uden li e.
Con e sely, he issue o cos ( ui ion ees) and he
p esence o e-lea ning mode ha e inc eased
signi ican ly in impo ance. These changes can be
explained by s uden s' inc eased ocus on lexible
online lea ning p og ams a he han on he ac ual
acili ies and expe iences ha s uden li e on campus
b ings.
The di e gence o he conclusions o some s udies
sugges s a di e ence o a i udes in he con ex o
cul u al, economic aspec s and also he ques ion o
he ocus o he HEI whe e he esea ch was
conduc ed. Di e ences in he con ex o
demog aphic cha ac e s a e con i med in he
published indings. Howe e , insu icien a en ion is
paid o he impac o he COVID-19 c isis on he
change in p e e ences o HEI selec ion as a
consequence o socie y-wide changes.
This pape ills he esea ch gap in e ms o
s uden p e e ences du ing he COVID-19 c isis. The
aim o he p esen s udy is o examine he change in
he p e e ences o uni e si y applican s a a selec ed
ins i u ion in he Czech Republic be o e he ou b eak
o he COVID-19 pandemic and a e he s onges
wa es o he pandemic ha e subsided and whe he i
is di e en ia ed by gende . This is achie ed h ough
quan i a i e esea ch conduc ed be ween 2017 and
2022 a a public uni e si y (Tomas Ba a Uni e si y
in Zlín) in he Czech Republic. A pa icula ocus
was also pu on he ques ion o di e ences in
p e e ences by gende among HEI applican s.
The pape is s uc u ed by in oducing he
heo e ical backg ound in he i s pa , se ing
ounda ions o designing he s udy and o mula ing
hypo heses. The nex pa hen p esen s he
me hodology o he esea ch and he esul s, which
a e discussed be o e conclusions a e made.
2. Theo e ical Backg ound
This chap e ocuses on unde s anding he
cha ac e is ic elemen s o gene a ion z and b ings he
con ex o changing p e e ences due o he COVID-
19 c isis.
2.1. Today’s Gene a ion Z Applican s
Lyons and Ku on [13] assume ha a gene a ion
ep esen s a g oup o pe sons who, due o hei same
pe iod o bi h, we e exposed o he same o simila
his o ical e en s and li ed wi hin a socio-cul u al
con ex . Fo his eason, people om his g oup
(gene a ion) we e exposed o he same o e y
simila condi ions, which esul ed in he c ea ion o
ypical ea u es o beha io and hinking. Young
people who a e cu en ly uni e si y applican s,
s uden s, o ecen g adua es a e usually classi ied as
gene a ion z (Gen Z) [14], [15]. These a e young
people bo n be ween 1998 and 2010. Ve y ew
academic s udies ha e ocused on gene a ion z as
young adul s, and he e o e much o wha is w i en
in he popula p ess is conjec u e and guesswo k, o
he ex en ha con lic ing po ayals a e p esen ed.
Gene a ion z om he pe spec i e o a young g oup
o adul s is add essed by a limi ed numbe o
academic s udies, which may be he eason o he
o en-con adic o y po ayals in non-expe media.
An example can be hei hea y load on online
communica ion a he expense o ace- o- ace
pe sonal in e ac ions [16], [17]. They ha e no
p oblem sha ing p i a e and pe sonal ma e s [16],
al hough hey a e mo e p i acy-conscious online and
p e e anonymous social media pla o ms.
TEM Jou nal. Volume 13, Issue 2, pages 1007-1017, ISSN 2217-8309, DOI: 10.18421/TEM132-15, May 2024.
TEM Jou nal – Volume 13 / Numbe 2 / 2024. 1009
As Košíko á [18] sugges s, i is ypical o
membe s o gene a ion z no o s ay ocused, ail o
unde s and he meaning o long ex s, and pay
a en ion o he en i onmen . Resea ch by he
in e na ional agency Ogil y [19] shows ha a
common a gumen o membe s o gene a ion z is ha
“p e ious gene a ions pollu ed he wo ld and made a
lo o money om i , bu we will pay he
consequences.” They a e sensi i e o sus ainabili y
issues, bu unlike he p e ious gene a ion, his is also
e lec ed in hei beha io . They y o beha e
sus ainably e en a he expense o hei own com o ,
and no only in big ci ies. Ma ke e s may ace he
p oblem ha gen z will no be in e es ed in buying
new goods, om he poin o iew o hei pe cep ion
o hei unnecessa yness. The di e ence in
in e gene a ional unde s anding is explained by
esea ch om IPSOS [20], which a gues ha while
o mal educa ion was mo e impo an o gen y han
p ac ice and in o ma ion, membe s o gen z wan o
gain expe ience in he wo kplace.
Sil a and Ca alho [21] desc ibe he si ua ion in
la ge o ganiza ions, whe e gene a ion z membe s
wo k as au onomous uni s, using online esea ch and
i ualiza ion and emphasizing inno a ion. Fo his
gene a ion, he e is a d i e o do hings mo e
e icien ly, in new c ea i e ways and wi h he help o
mode n echnology [22]. Acco ding o a Česko
da ech [23] s udy, i is impo an ha hese young
people a e o e ed employmen condi ions in which
hey a e mo i a ed o de elop his mindse , o
example. This means being [24] able o o ganize
hei ime, o do c ea i e wo k in which hey see
meaning, no o be subo dina es bu collabo a o s,
and o ha e he same oppo uni ies as hei highe -
anking colleagues. Acco ding o a Deloi e [25]
su ey, “posi i e wo kplace cul u e” came ou on op
o he easons o gen z choosing a new employe ,
wi h 57% o esponden s epo ing his eason.
Financial ewa d (which emains he mos impo an
eason o millennials) came in second o gene a ion
z wi h 51% o esponden s.
While gene a ion z makes up 24% o he
popula ion in he USA [15], in he Czech Republic i
is only 20%. Gene a ion z is conside ed o be mo e
educa ed han he p e ious gene a ion. Almos hal
(45%) o i s membe s a e s ill in school, 3 ou o 10
a e employed ull ime, 2 ou o 10 a e wo king pa
ime, and 1 ou o 10 is on pa en al lea e [20].
A s udy by Česko da ech [23] ound ha six and
a hal pe cen o he Czech popula ion is aged 17 o
23 yea s old (abou 30 % o gene a ion z), which
ep esen s po en ial uni e si y s uden s. Ano he one-
hi d o gene a ion z a e eens aged 10 o 16
a ending school and hei economic ac i i y is
possible in he nex ew yea s.
Acco ding o p edic ions, he young wo k o ce
will be in demand in he labo ma ke , while hei
pu chasing op ions will ha e g ea e po en ial. Due o
he con inuous de elopmen o heal hca e, hey
should ha e a highe a e age li e expec ancy (76 - 82
yea s depending on sex) [23].
Gene a ion z, some imes called "digi al na i es",
li e mos ly online, ha e access o he In e ne no
only on hei home compu e , bu a e a ely seen
wi hou a mobile phone (o able o sma wa ch),
communica e ia ex messages and a ious social
ne wo ks, and lis en o music on Spo i y o YouTube
[26]. In he U.S., 95% o eens used a sma phone in
2018, compa ed o only 73% in 2014. Acco ding o
su eys in 2018, a ound hal o hem we e online,
which is 26% mo e han in 2014 [27]. In luence s
ha e he mos us and in luence online, wi h
emo ions and espec o he en i onmen igh
behind. Unlike celeb i ies in he adi ional sense,
hese a e egula eenage s who ha e buil hei
audience on pla o ms like YouTube and Ins ag am.
Mo e han hal o hem (52%) us in luence s
enough o ake hei ad ice and ecommenda ions
when choosing speci ic p oduc s o b ands.
Acco ding o a su ey o 103 Czech
communica ion manage s, gene a ion z alues
sus ainabili y and en i onmen al iendliness (74%),
en e ainmen (62%), and good cus ome expe ience
(56%) he mos in b ands, while messages ocused on
adi ion and gua an ee do no wo k in
communica ion o gene a ion z [19]. Wha hey
conside impo an is ha ing eal iends and many
li e expe iences as well as au hen ici y (o p oduce s,
b ands, pe sonali ies, and ins i u ions). Thei close
ela ionship wi h echnology has esul ed in s onge
indi idualism (compa ed o o he gene a ions) in he
p ocess o lea ning and in e ac ion wi h o he people
[15]. Compa ing gene a ion z o millennials, in he
con ex o g oup beha io among uni e si y s uden s,
shows an hou less ime de o ed o ace- o- ace
social in e ac ion, which is aded o an hou mo e
sc een ime. Acco ding o he esul s, hey enjoy
iendships less and do no us each o he mo e
ega ding he p ope pe o mance o assigned asks
by indi idual eam membe s [28], [29]. Gen z is also
cha ac e ized by a high le el o indi idualism and
sel -awa eness, which is o en seen as a esul o he
g owing popula i y o social media and easy access
o in o ma ion. In addi ion o being known o being
ech-sa y, his gene a ion has been shaped mo e by
c ises han echnology – a ise in school shoo ings,
clima e change, e o ism, he ecession and, no ably,
he COVID-19 pandemic. These da k e en s ha e
undoub edly made his gene a ion mo e cau ious and
p agma ic, bu hey ha e also p o ided i wi h
inspi a ion o change he wo ld [30].
TEM Jou nal. Volume 13, Issue 2, pages 1007-1017, ISSN 2217-8309, DOI: 10.18421/TEM132-15, May 2024.
1010 TEM Jou nal – Volume 13 / Numbe 2 / 2024.
2.2. Changes in P e e ences in he Co id E a
An o e all unde s anding o each gene a ion, i s
beha iou , and p e e ences p o ides guidance o
ma ke e s. While i is ue ha gene a ions ha e a
amewo k o de ined alues, communica ion habi s,
and p e e ences, we mus no o ge ha no all
membe s o a gene a ion a e he same. Jus as in
olde gene a ions, o ins ance gene a ion x, we ind
consume s wi h di e en p o iles and p e e ences in
ela ion o di e en beha iou al a eas, so in
gene a ion z we can ind a a ie y o di e en
consume ypes. Despi e he de ini ion and p o iling
o he di e en gene a ions, which ha e common
uni ying cha ac e is ics, when a ge ing
communica ion, i is necessa y o be awa e o he
social and alue p o ile o he gene a ion in ela ion
o p e e ences acco ding o he di e en li e s ages.
Fo example, a s uden may ha e a limi ed income
compa ed o an employee wi h a egula income, jus
like a skilled membe o he gene a ion (a pe son
wi h a uni e si y deg ee) compa ed o an unskilled
wo ke [31], [32], [33]. The si ua ion will also be
di e en o membe s o gene a ion z who a e no
longe s udying, a e employed, and a e building hei
i s home compa ed o membe s who al eady ha e a
amily and child en and whose p e e ences a e mo e
owa ds sa is ying he needs o hei amily. I is no
di e en in he case o choosing a uni e si y. He e
he main di e ence lies in he ac ha mos ull- ime
applican s a e ecen high school g adua es wi h a
diploma, li ing in he same household as hei
pa en s. I is he e o e clea ha in e ms o he social
p o ile, he si ua ion is qui e s aigh o wa d, and
mo e ocus needs o be pu on a ge ing
communica ion wi h ega ds o he choice and
p e e ence o communica ion channels.
Resea ch by Simic and Pap [34] shows ha he
impac o inc eased online shopping equency and
beha iou among gene a ion z in C oa ia is no
d ama ic. In gene al, his gene a ion has always
p e e ed and pe cei ed he online wo ld as a
necessa y pa o hei li es, and his ac has only
been ein o ced as a esul o COVID-19. On he one
hand, he e has no been a d ama ic change in
(physical) shopping beha iou , bu o he esea ch
con i ms he ulne abili y o gene a ion z compa ed
o olde gene a ions. While S olzenbe g e al. [35]
ound ha abou 44 - 59 % o millennials eel mo e
han a e age emo ional well-being, his is
signi ican ly less o gene a ion z: 50.4% o males
and 34% o emales, espec i ely. A possible eason
o his may be he e en s ha his gene a ion has
expe ienced. In ac , many changes in he ex e nal
en i onmen ha e had an impac on his gene a ion in
a sho pe iod o ime.
This gene a ion g ew up unde he sign o
p og essi e echnological de elopmen , he igh o
equal igh s and ole ance o mino i ies, and he
global pandemic o COVID-19. Unde s anding gen z
is c ucial no only o ma ke ing s a egies and
s eng hening he ma ke posi ion o comme cial
b ands, bu also o educa ional ins i u ions, p ecisely
in he con ex o cons an ly changing condi ions [15].
Anxie y and dep ession a e common in gene a ion
z and a e gene ally associa ed wi h slowe adap a ion
o change, in his case he COVID-19 pandemic.
The cu ency o young people is g ea e openness
o change, expe ience and sel -imp o emen , despi e
hei less esis ance compa ed o olde indi iduals
[36], [37], [38]. Based on his, we can assume a
highe emo ional sensi i i y among gen z.
Pa k e al. [39] examined he impac o nega i e
emo ions expe ienced du ing a pandemic on
shopping beha iou , de i ing a o al o 4 emo ional
g oups h ough clus e ing analysis. The esul s
e ealed ha all emo ional g oups a ec socializa ion
seeking and in luence high-p iced shopping
in en ions. The esul s b ough a close look a he
socializa ion o he iden i ied emo ional g oups as
well as hei pu chasing beha iou in he case o
expensi e goods.
Mo eo e , he I alian s udy e ealed ha he
beha iou o consume s when pu chasing no only
necessa y bu also unnecessa y goods is p edic able
no only on he basis o pe sonali y ai s, bu also on
he basis o economic s abili y and sel -jus i ica ion
o he pu chase [40].
The de elopmen o ma ke ing s a egies based on
psychological ac o s is based on he beha iou and
alues o consume s who ha e been subjec ed o he
consequences o he COVID-19 pandemic and
ela ed sociological and economic changes in he
ecen pas [41].
3. Me hodology
The aim is o examine he change in he
p e e ences o uni e si y applican s a a selec ed
ins i u ion in he Czech Republic be ween p e-Co id
(2017) and pos -Co id (2022: a e he s onges
wa es o he pandemic) yea s ha e subsided and
whe he i is di e en ia ed by gende . This s udy
used a quan i a i e su ey app oach ha has long
been employed a Tomas Ba a Uni e si y in Zlín
(Czech Republic).
I is based on he heo y o Adcock and Collie
[42], which in he amewo k o quan i a i e esea ch
p esen s an emphasis on he objec i i y o he
ob ained da a and hei subsequen ma hema ical-
s a is ical analysis [43]. To achie e he esea ch
objec i es, he design o he esea ch is necessa y o
be c ea ed app op ia ely [44].
TEM Jou nal. Volume 13, Issue 2, pages 1007-1017, ISSN 2217-8309, DOI: 10.18421/TEM132-15, May 2024.
TEM Jou nal – Volume 13 / Numbe 2 / 2024. 1011
The su ey ins umen is a ques ionnai e ha is
egula ly p esen ed o applican s by uni e si y
ep esen a i es. The ques ionnai e moni o s, among
o he hings, ac o s impo an in he decision-
making p ocess o uni e si y selec ion, he pe cei ed
image o he uni e si y and indi idual acul ies, as
well as communica ion ools om which po en ial
s uden s lea n abou he uni e si y/ ield. The
di e en ac o s o in luences a e measu ed on a i e-
poin Like scale, whe e one signi ies no in luence a
all and i e ep esen s ex eme in luence.
Ou o a o al o 1023 ques ionnai es collec ed in
2017 (520) and 2022 (500), 23 ques ionnai es we e
disca ded due o inco ec comple ion. Thus, 516
ques ionnai es om 2017 and 484 om 2022 we e
e alua ed. Resea ch popula ion is cha ac e ized in
Table 1.
Table 1. Resea ch sample s uc u e o each yea by
gende
Gende
To al
Men Women
Yea
2017
n 177 339 516
% 34.3% 65.7% 100,0%
2022
n 132 352 484
% 27.3% 72.7% 100,0%
To al n 309 691 1000
%
30.9%
69.1%
100.0%
Sou ce: au ho s
Published s udies om he ield o ma ke ing ha
ocus on changing cus ome alues and p e e ences
indica e ha a e he 2020-2021 COVID-19 c isis,
cus ome s place mo e emphasis on he emo ional
side o hei decision-making han hey did be o e he
c isis [34], [39], [40], [41].
Based on he li e a y e iew, a esea ch ques ion
was hen o mula ed o answe how hese p e e ences
in uni e si y selec ion a e changing due o he
COVID-19 c isis. Gi en he published indings, i
can be assumed ha he COVID-19 c isis has also
caused an inc ease in he emphasis on he ela ional
and emo ional side o decision-making in he a ea o
p e e ences in uni e si y selec ion. Ano he aspec o
be examined is whe he hese changes a e obse ed
in bo h men and women. To achie e he aim o he
s udy, he ollowing esea ch hypo heses we e se :
RH1: The emphasis on emo ional ac o s among
applican s (gene a ion z males) applying o a
bachelo 's deg ee p og am a he Facul y o
Mul imedia Communica ions inc eased signi ican ly
a e he COVID-19 pandemic subsided.
RH2: The emphasis on emo ional ac o s among
applican s (gene a ion z emales) applying o a
bachelo 's deg ee p og am a he Facul y o
Mul imedia Communica ions inc eased signi ican ly
a e he COVID-19 pandemic subsided.
The da a we e p ocessed acco ding o Ma eš e al.
[45] using basic desc ip i e s a is ics, and he
hypo heses we e es ed using an independen sample
S uden T- es a 5% and 1% signi icance le els
( wo- ailed). The s a is ical signi icance o he
iden i ied p e e ence di e ences was de e mined
using Cohen’s d, whe e alues o |d| a 0.20 indica e
a small e ec , 0.50 indica es a medium e ec , and
0.80 indica es a la ge e ec [43], [45]. Using he
G*Powe so wa e, a es powe o 0.95 (wi h e ec
size con en ions o d = 0.3 and d = 578) was
indica ed o compa ing he means o wo
independen g oups using a T- es wi h a minimum
popula ion size o 290 esponden s (a o al o 580
esponden s o bo h popula ions). I can be
concluded ha he selec ed esea ch popula ion size
(1000 esponden s) is su icien ly la ge o he
p oposed s a is ical es s gi en he desi ed es powe
[46]. The da a we e e alua ed by es ing ac o s (and
he means o g oups o ac o s) o which applican s
a ed hei p e e ence in e ms o hei pe cei ed
impo ance on a scale o 1 o 5, wi h 1 being he leas
impo an and 5 being he mos impo an . A o al o
10 ac o s we e es ed, di ided in o a ional and
emo ional ac o s:
Ra ional:
• R1 Employabili y (job oppo uni ies o
g adua es)
• R2 Facul y achie emen s in scien i ic and
publishing ac i i ies
• R3 Facul y ma e ial en i onmen ( echnical,
spa ial)
• R4 Space o pe sonal de elopmen
• R5 Fo m o admission p ocedu e
• R6 Dis ance om home
• R7 P es ige o he uni e si y ( epu a ion
among he gene al public)
Emo ional:
• E1 F iendly a mosphe e
• E2 F iends and acquain ances a e al eady
en olled
• E3 Good quali y p o esso s, hei app oach,
expe ise, and p o essionalism
The C onbach's alpha esul [47] o hese 10
ac o s is 0.701, wi h a alue o 0.7 o mo e
indica ing high in e nal consis ency and
eliabili yexpe iences.

TEM Jou nal. Volume 13, Issue 2, pages 1007-1017, ISSN 2217-8309, DOI: 10.18421/TEM132-15, May 2024.
1012 TEM Jou nal – Volume 13 / Numbe 2 / 2024.
4. Resul s
The pe cei ed impo ance o each ac o in
applican s' uni e si y selec ion decision was
examined o yea s be o e (2017) and a e (2022)
he COVID-19 pandemic. The esul s o a i hme ic
means o a ings on a scale o 1 o 5 (whe e 5 is he
mos impo an ) a e p esen ed in Table 2. F om hese
esul s, i is clea ha be o e he c isis, he mos
impo an ac o in he decision-making p ocess was
a iendly a mosphe e, bu a e he c isis pe iod, his
elemen was on a e age equal in impo ance o he
ques ion o employabili y bu also he quali y o
p o esso s. On he o he hand, he leas impo an
ac o s we e R6 P es ige o he uni e si y ( epu a ion
among he gene al public) and E2 F iends and
acquain ances a e al eady en olled. A he same ime,
we can obse e a signi ican inc ease in emo ional
ac o s in 2022 a e he c isis in he coun y
subsided. This inc ease has caused ha , compa ed o
2017, when he impo ance o a ional and emo ional
ac o s was mo e o less equal o bo h gende s;
emo ional ac o s appea o be mo e impo an o
bo h gende s a e he c isis.
Table 2. A i hme ic means o he a ed impo ance o each
ac o
Yea
Gende
R1
R2
R3
R4
R5
R6
R7
2017
Men
4.02
3.39
3.59
3.85
3.00
2.59
3.45
Women
4.24
3.38
3.60
4.02
3.19
2.47
3.62
To al
4.17
3.39
3.59
3.96
3.12
2.51
3.56
2022
Men
4.35
3.19
3.73
3.95
3.12
2.87
3.53
Women
4.46
3.32
3.73
4.35
3.30
2.56
3.68
To al
4.43
3.28
3.73
4.24
3.25
2.64
3.64
To al
Men
4.15
3.31
3.65
3.89
3.05
2.71
3.48
Women
4.35
3.35
3.66
4.19
3.24
2.52
3.65
To al
4.29
3.34
3.66
4.10
3.18
2.58
3.60
Yea
Gende
E1
E2
E3
R1–7
E1–3
2017
Men
4.33
2.12
4.01
3.41
3.49
Women
4.45
1.92
4.08
3.50
3.48
To al
4.41
1.99
4.05
3.47
3.48
2022
Men
4.30
2.81
4.41
3.51
3.84
Women
4.47
2.34
4.44
3.61
3.75
To al
4.43
2.47
4.43
3.58
3.77
To al
Men
4.32
2.41
4.18
3.45
3.64
Women
4.46
2.13
4.26
3.55
3.62
To al
4.42
2.22
4.24
3.52
3.62
Sou ce: au ho s
Table 3 p esen s he examined di e ences be o e
and a e he Co id e a in e ms o changes in
p e e ences among men o each indi idual ac o as
well as he wo g oups o ac o s ( a ional and
emo ional) using a T- es .
S a is ically signi ican di e ences we e iden i ied
in he case o ac o s R1, E2 and E3 (a he 5%
signi icance le el), while acco ding o he esul s o
Cohen’s d, he e is a weak e ec o R1 and E3. In
he case o ac o E2, he e is a medium s a is ically
signi ican inc ease in he impo ance o his ac o .
The las wo ows o Table 3 p o ide a look a he T-
es esul s o he change in p e e ences among men
wi hin he en i e g oups o a ional and emo ional
ac o s. I is qui e clea ha he e was a signi ican
inc ease in he impo ance o emo ional ac o s in he
decision-making p ocess wi h a medium e ec
(p<0.001, |d|= 0.571). Thus, i is in e es ing o no e
ha al hough gene a ion z is conside ed o be mo e
s ongly indi idualis ic, he impo ance o such
ac o s as a mosphe e, he composi ion, a i ude, and
p o essionalism o eache s, and he ac ha
applican iends and acquain ances a e al eady
en olled, inc eases in he pos -Co id e a o male
applican s.
Table 3. Independen samples es o men
Le ene’s Tes
T- es o Equali y o Means
F
Sig.
T
Sig.
Cohen's |d|
R1
19.117
<0.001
-2.707
0.007**
0.294
R2
5.490
0.020
1.599
0.111
0.181
R3
0.424
0.516
-1.109
0.268
0.128
R4
7.628
0.006
-0.725
0.469
0.081
R5
6.572
0.011
-0.820
0.413
0.096
R6
0.001
0.981
-1.955
0.052
0.225
R7
0.045
0.831
-0.618
0.537
0.071
E1
0.044
0.835
0.313
0.754
0.036
E2
44.823
<0.001
-4.914
<0.001**
0.603
E3
25.631
<0.001
-3.364
<0.001**
0.358
R1–7
4.938
0.027
-1.176
0.241
0.134
E1–3
6.677
0.010
-4.842
<0.001**
0.571
No e: * s a is ically signi ican di e ences
a he 5%
signi icance le el, ** s a is ically signi ican di e ences a he
1% signi icance le el
Sou ce: au ho s
Simila o males, emales also expe ienced a
signi ican inc ease in emo ional ac o s (p < 0.001,
|d| = 0.478) wi h a medium s a is ical e ec a e he
c isis (Table 4), wi h signi ican changes wi h weak
e ec s o E2 (F iends and acquain ances a e al eady
en olled) (p < 0.001, |d| = 0.385) and E3 (Good
quali y p o esso s, hei app oach, expe ise, and
p o essionalism) (p < 0.001, |d| = 0.393). In con as
o men's a i udes, women's p e e ences also changed
signi ican ly o a ional ac o s R1 (Employabili y)
and R4 (Space o pe sonal de elopmen ), which
subsequen ly ansla ed in o a signi ican inc ease in
p e e ences o he whole g oup o a ional ac o s
wi h a weak e ec (p = 0.012, |d| = 0.196).
TEM Jou nal. Volume 13, Issue 2, pages 1007-1017, ISSN 2217-8309, DOI: 10.18421/TEM132-15, May 2024.
TEM Jou nal – Volume 13 / Numbe 2 / 2024. 1013
Table 4. Independen samples es o women
Le ene’s Tes
T- es o Equali y o Means
F
Sig.
T
Sig.
Cohen's |d|
R1
32.539
<0.001
-2.710
0.010*
0.209
R2
2.358
0.125
0.858
0.391
0.065
R3
15.189
<0.001
-1.960
0.050
0.150
R4
22.323
<0.001
-4.446
<0.001**
0.341
R5
0.110
0.740
-1.254
0.210
0.096
R6
1.227
0.268
-0.905
0.366
0.069
R7
1.428
0.232
-0.779
0.436
0.059
E1
0.043
0.836
-0.415
0.678
0.032
E2
65.534
<0.001
-5.075
<0.001**
0.385
E3
18.102
<0.001
-5.117
<0.001**
0.393
R1–7
23.998
<0.001
-2.531
0.012*
0.196
E1–3
4.951
0.026
-6.269
<0.001**
0.478
No e: * s a is ically signi ican di e ences a he 5%
signi icance le el, ** s a is ically signi ican di e ences a he
1% signi icance le el
Sou ce: au ho s
5. Hypo hesis Ve i ica ion and Discussion
Ma ke ing- ela ed esea ch [34], [39], [40], [41]
poin s o he ac ha cus ome s' p e e ences ha e
changed a e he COVID-19 c isis, wi h ega ds o
changing p io i ies, li es yle iews, and secu i y.
These changes ha e also been examined in he
younge gene a ion, in which i is possible o ind
commonali ies wi h espec o he pe iod in which i s
membe s g ew up. In his pape , esea che s sough
o ind ou whe he (and how) he ac ha egula
businesses had o adap hei ma ke ing app oach o
he a o emen ioned change in cus ome p e e ences
also mani es s i sel in he decision-making p ocess
o uni e si y selec ion, hus b inging abou a need o
adjus he ma ke ing app oach and communica ion o
he gi en ins i u ion. The li e a y e iew led o he
o mula ion o he esea ch ques ion: “How a e
applican s' uni e si y selec ion p e e ences changing
due o he COVID-19 c isis?” The published indings
o da e ag ee on he poin ha he impac o he c isis
has led o a g ea e emphasis on emo ional ac o s in
pu chasing decisions han was he case in he p e-
c isis pe iod. I is concei able ha his end may
also be obse ed in he case o p e e ences o
uni e si y selec ion and, he e o e, ha he emphasis
on ela ional and emo ional aspec s o decision-
making has also inc eased due o he c isis. On he
o he hand, Nana h e al. [12] epo a dec ease in he
p io i y o uni e si y anking and he le el o s uden
li e and, con e sely, an inc ease in he impo ance o
cos ( ui ion ees) and he p esence o e-lea ning
mode as a esul o he COVID-19 pandemic. A he
same ime, he e is he ques ion o whe he hese
changes a e obse ed in he case o bo h men and
women. Two esea ch hypo heses we e o mula ed in
his esea ch:
RH1: The emphasis on emo ional ac o s among
applican s (gene a ion z males) applying o a
bachelo 's deg ee p og am a he Facul y o
Mul imedia Communica ions inc eased signi ican ly
a e he COVID-19 pandemic subsided. The esul s
o he independen T- es ( wo- ailed) con i med a
signi ican inc ease in he impo ance o emo ional
ac o s in decision making wi h a medium e ec (p <
.001, |d| = 0.571) a he 1% signi icance le el. These
changes a e s a is ically signi ican o ac o s E2
(F iends and acquain ances a e al eady en olled) and
E3 (Good quali y p o esso s, hei app oach,
expe ise, and p o essionalism) wi h a weak o
mode a e s a is ical e ec . I bea s highligh ing ha
o he 7 a ional ac o s, only R1 (Employabili y)
showed a signi ican inc ease in impo ance o
males. I can be concluded ha based on he esul s
shown in Table 3, esea ch hypo hesis RH1 has been
e i ied.
Simila ly, esea ch hypo hesis RH2 was
o mula ed o he g oup o women ( emale
uni e si y applican s): The emphasis on emo ional
ac o s among applican s (gene a ion z emales)
applying o a bachelo 's deg ee p og am a he
Facul y o Mul imedia Communica ions inc eased
signi ican ly a e he COVID-19 pandemic subsided.
The esul s o he T- es a he 1% le el o
signi icance iden i ied a signi ican inc ease in he
impo ance o emo ional ac o s (p < .001, |d| =
0.478) wi h a medium s a is ical e ec (Table 4) in
he case o uni e si y selec ion among emale
applican s, hus e i ying RH2. Speci ically, wi hin
he emo ional ac o s, he e was a signi ican inc ease
in impo ance (wi h small o medium e ec size) in
he case o E2 (F iends and acquain ances a e al eady
en olled) (p < .001, |d| = 0.385) and E3 (Good quali y
p o esso s, hei app oach, expe ise, and
p o essionalism) (p < .001, |d| = 0.393). In con as o
men's a i udes, women showed signi ican changes
in p e e ence o a ional ac o s no only o R1
(Employabili y) bu also o R4 (Space o pe sonal
de elopmen ). This esul ed in a signi ican inc ease
in p e e ence o he whole g oup o a ional ac o s,
albei wi h a e y weak e ec (p = 0.012, |d| =
0.196). This is p obably due o an inc ease in social
and economic insecu i y, wi h applican s being mo e
mo i a ed o s udy ields wi h highe employabili y
(R1). The inc ease in he impo ance o space o
pe sonal de elopmen (R4) can again be jus i ied by
he gene a ional cha ac e is ics o gen z applican s,
who a e mo e indi idualis ic han millennials. The
assump ions made based on s udies ocusing on
shopping beha io and p e e ences as a ec ed by
COVID-19 [34], [39], [40], [41] ha e been
con i med in he esea ch. Howe e , hey do no
coincide wi h he indings published by Nana h e al.
[12].
TEM Jou nal. Volume 13, Issue 2, pages 1007-1017, ISSN 2217-8309, DOI: 10.18421/TEM132-15, May 2024.
1014 TEM Jou nal – Volume 13 / Numbe 2 / 2024.
This may be due o he ac ha hei da a
collec ion was conduc ed a he ime o school
lockdowns (June 2020) in he UAE on inal yea
unde g adua e s uden s (business school, compu e
enginee ing, and compu e science) who we e
in e es ed in pu suing a second deg ee. The sample
size was also smalle , wi h 115 s uden s in e iewed
in he p e-Co id e a and 125 s uden s pa icipa ing in
he pos -Co id in e iew.
Consequen ly, he esul s sugges ha when
selec ing a uni e si y, membe s o gene a ion z
exhibi inc eased emo ional sensi i i y in he pos -
Co id e a, pe cei e g ea e impo ance o po en ial
u u e secu i y h ough g adua e employabili y, and
gene ally place g ea e emphasis on emo ional
ac o s. Simila indings can be obse ed in he case
o wo k cul u e p e e ence su eys o Slo ak
companies. As a esul o he pandemic, he e is an
inc eased need o p inciples based on clan cul u e,
which is cha ac e ized p ima ily by amily
backg ound wi h an emphasis on social ies in he
wo kplace [48], [49]. We can he e o e conclude ha
hese changes in alues and p io i ies a e mani es ed
in he pos -Co id e a in mul iple a eas and a e
con i med by he indings o his s udy. These
in luences should be aken in o accoun when
es ablishing ma ke ing and communica ion ac i i ies
[50], [51], including he selec ion o media, ools,
and communica ion con en . The limi a ions o he
p esen ed esul s a e in he ac ha hey a e limi ed
o a speci ic HEI in he Czech se ing and a speci ic
ocus o he unde g adua e applican s (namely he
Facul y o Mul imedia Communica ions). Acco ding
o s udies (such as [7], [10]), he p e e ences o
applican s depend on mul iple a ibu es, such as
gende , cul u e, amily backg ound, ype o high
school, and he ocus o he HEI, c ea ing he need
o mo e comp ehensi e c oss-na ional esea ch.
6. Conclusion
The p esen s udy aimed o examine he change in
he p e e ences o uni e si y applican s a a selec ed
ins i u ion in he Czech Republic be o e he ou b eak
o he COVID-19 pandemic and a e he s onges
wa es o he pandemic ha e subsided and whe he i
is di e en ia ed by gende . The esul s o he esea ch
con i m s a is ically signi ican changes in he
p e e ences o young men and women (gene a ion z)
in uni e si y selec ion. The e was e idence o
inc eased emphasis on he g oup o emo ional ac o s
( iends who a e al eady en olled, quali y o
p o esso s), which co esponds wi h he assump ion
based on he esul s ound in ma ke ing and HRM
esea ch. The limi a ion o he esul s p esen ed has o
do wi h he ac ha he esea ch was conduc ed on
jus one humani ies-o ien ed HEI. The e o e, in
addi ion o hei p ac ical use o HEI managemen ,
hese esul s can be used as a basis o alida ion o
u he esea ch in ol ing se e al HEIs, no
necessa ily only a he na ional le el. Based on he
abo e indings, i is e iden ha he e is a need o
conside he ollowing when engaging and
communica ing wi h gene a ion z uni e si y
applican s
- conside p o iding and ad e ising a g ea e
ange o wellbeing ac i i ies o new s uden s o
elimina e he impac o nega i e emo ions o
dep ession om imes o c isis;
- iden i y wha makes s udying a he pa icula
uni e si y “in e es ing” o his gene a ion;
- i he “cus ome expe ience/ e e ences” and
he “quali y o p o esso s” a e impo an ac o s o
he applican s, as well as indi idual app oach o space
o pe sonal de elopmen , i is ad isable o ilm
in e iews, c ea e p omo ional ideos abou he
scien i ic and esea ch ac i i ies o p o esso s,
dis ibu e hem on social media, p omo e s o ies o
s uden s and g adua es, hei success ul p ojec s,
in e es ing in e nship oppo uni ies o s uden s,
success ul en ep eneu ship, coping wi h pe sonal
s udying di icul ies o employmen successes in
epu able companies in he ield. All o hese can be
mo e c ucial han e e in he decision-making
p ocess;
- o smalle uni e si ies in less de eloped
a eas du ing mo e economically challenging imes,
c ea e and ad e ise a sample calcula ion o he cos s
o s udying in compa ison wi h la ge ci ies (P ague,
B no) and uni e si ies loca ed in hose ci ies in o de
o emphasize he oppo uni ies o ea ning money
while s udying, he connec ion o p ac ice du ing
s udies in he o m o paid in e nships, e c.;
- p omo e he quali y and mode ni y o
ma e ial acili ies, no only o s udying bu also o
ex acu icula ac i i ies. The deciding ac o s ha
ul ima ely make he di e ence can include equipping
buildings wi h wo ld-class echnologies and acili ies
as well as a can een wi h a selec ion o high-quali y
meals (including die , ege a ian, and o he op ions),
good and a o dable accommoda ion o spaces o
en e ainmen and leisu e.
In o de o se up a mo e e ec i e communica ion
s a egy, i is ad isable o ca y ou a leas a
quali a i e su ey (o o e i y i s esul s
quan i a i ely) o ind ou how he applican 's
decision-making p ocess akes place o e ime and
wha a e i s phases, ac o s, and communica ion ools
ac ing on he applican as adjus ed acco ding o he
selec ed ield o s udy. I may also be in e es ing o
ma ke e s o analyze in mo e de ail wha a e he
causes and how he “in e es ingness” ac o is
mani es ed in he eyes o applican s o wha a e he
ac o s by which applican s e alua e he quali y o
s udying a a pa icula HEI and how o e ec i ely
communica e quali y o hem.
TEM Jou nal. Volume 13, Issue 2, pages 1007-1017, ISSN 2217-8309, DOI: 10.18421/TEM132-15, May 2024.
TEM Jou nal – Volume 13 / Numbe 2 / 2024. 1015
Acknowledgemen s
This pape was w i en wi h he suppo o a p ojec
wi hin he amewo k o he long- e m concep ual
de elopmen o esea ch a he Facul y o Mul imedia
Communica ions a TBU in Zlín en i led “Výzkumné,
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