Changes in preferences and attitudes towards university selection in the post-COVID era

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. 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