Decision-Making Mechanism of Receiving Educational Services in Russia by Foreign Students (Case of People's Republic of China Applicants)

Internationalization of higher education services has prompted an increasing number of students to study abroad. Russia is actively involved in the export of educational services. Russia is becoming one of the destinations that attract a large number of Chinese students. In view of this, the decision-making mechanism of Chinese students purchasing Russian higher education services was studied. The research focuses on the key characteristics of consumers; the main factors that influence the choice of educational services for Chinese students; the priority of information sources used by consumers. In the theoretical practice part of the study, the main model proposed by the current scientific world to describe the decision-making process of higher education is considered. These models have been promoted and proved. Based on this, the research on the choice of Russian education services for Chinese students has been studied. After systematic analysis of the subjects, a series of reasonable factors and variable lists are obtained. These factors and variables need to be empirically analyzed. In the empirical parts of the study, quantitative studies were conducted on Chinese students who are interested in studying for a master's degree at the Russian Federation University. The empirical results revealed that students in the 3rd and 4th grades of Chinese universities have shown interest in studying in Russia. An important aspect is that they have had initial major or training of the Russian language. One of the main attractions of Russian higher education services is its cost-effectiveness. The university's official website has the greatest significance and potential as marketing communication tools that promote higher education services. The study also showed that existing sources of information about studying in Russia do not always meet the needs of Chinese students. Based on the analysis, the author proposes a number of management recommendations concerning the strategy and tactics of promoting Russian higher education for Chinese students.