Abstract
BACKGROUND: This study aims to investigate the reasons behind the decline in the number of applicants and dropouts from N University's reformed program, which includes increased research experience, an optimized curriculum, and other benefits. The ultimate goal is to identify areas for improvement and make the program more appealing to potential students. METHODS: This study utilized the Grounded Theory approach, conducting semi-structured in-depth interviews and applying data collection, coding, and the constant comparative method. As a result, a decision-making model for college students was constructed. RESULTS: Following the initial stages of individual expectation formation, which include inducement and self-efficacy, and the subsequent stage of value assessment, individuals reach a decision. Throughout this process, the individual's circumstances and surroundings continue to influence their decision-making. Additionally, the decision-making procedure follows a Hierarchy Pyramid of Educational Needs. Our findings show that job prospects and continuing education are the primary factors influencing interviewees' decisions. However, it is important to note that individuals may place varying levels of importance on these factors. Additionally, the preferences and priorities of teachers, such as their commitment to research guidance, curriculum development, and maintaining fairness in examinations, can also play a role in shaping these decisions. CONCLUSION: To attract more talented individuals to research-oriented programs, universities should provide more job and higher education opportunities, reform the curriculum thoroughly, and enhance teachers' teaching devotion.