少子化導致招生不足的情況，已逐漸在大學院校發酵。為了生存，大學必須要盡其所能地吸引學生來就讀。因此，了解學生選擇學校的決策行為變成了關鍵。本研究的主要目的，是在了解學生如何去選擇所要就讀的大學。本研究使用離散選擇分析法，研究對象為參與桃園地區科技大學入學測驗高中三年級學生，選擇就讀的學校標的是桃園地區三所科技大學。研究結果顯示，離家距離、學校聲譽、學雜費、推薦人士等因素會影響學生選擇科技大學。離家距離和學雜費對學校的選擇有負面影響；學校聲譽對學校的選擇有正面影響；老師推薦也有相當正面的效果。然而，在進行彈性分析時，卻發現學校若是貿然調漲學費，學校並不會因此增加總營收，反而會造成學生選擇他校，而減少總收入。最後，本研究也對學校經營者提出一些建議，以作為其制定相關政策的參考。

Declining fertility rate becomes a big problem for running a university. A master of university who recognizes the issue of declining fertility rate should work out effective strategies to enhance advantageous position in educational market. It becomes the most important subject in the field of education. The purpose of this study is to understand how
students to select a university. Discrete Choice Analysis was conducted in this study. Data collected from third grad students of a high school in Taoyuan. Each student was assigned to select one of three universities in Taoyuan.The results of the study revealed that distance, reputation, tuition, and recommendation have a significant effect on the university choice behavior of students. Furthermore, the Elastic analysis is provided. Finally the results and implications for university managers are
discussed.