High-quality programs have become a trend at universities in Vietnam in recent years and attracted
the interest of many students. However, research on this topic is still limited. Therefore, this study
aims to identify the factors influencing the students' choice of a high-quality program in Vietnam.
Based on previous studies and case study models, the study proposes factors belonging to internal
characteristics (characteristics of students and families) and external characteristics (influencers,
university features, and communication). This study uses a combination of Exploratory Factor
Analysis and Logistic model estimation methods to process data collected from 249 freshmen at Can
Tho University in Can Tho city, Vietnam. The research results show that 3 factors belonging to the
group of external influences have an impact on the choice of a high-quality program at Can Tho
University. The attractiveness of the course and the chances of admission have a positive effect while
Communication effort has a negative effect on the decision to choose a high-quality program. In order
to attract more students to study high-quality programs, universities need to apply some solutions such
as upgrading training programs to increase the attractiveness of study programs, promoting
communication for high-quality programs, increasing enrollment quotas in high-quality programs, and
diversifying enrollment methods.