本研究藉由問卷統計方法與訪談法對高職生進行調查，希望了解影響高職生選擇大學的原因及推廣方式。結果發現就推廣學校方式部分，面對面式口頭推廣招生最爲有效。影響選擇學校決策者部分以補習班老師爲主。而影響選擇學校原因部分，發現高職生的想法非常單純，主要選擇學校有別於一般研究中如此多的變數。由本研究發現影響高職生選擇學校主要原因有：國、私立學校差異、是否爲科技大學、居住區域的差異、該校是否有研究所、學校是否有知名度。

By questionnaires and interviews, this study investigates the promotional strategies of colleges as well as the factors that affect the decisions of vocational high school students while they choose colleges. Regarding the promotional strategies of colleges, the most effective way is the face-to-face promotion. Cram school teachers are the major influencer of final decisions. The factors affecting vocational high school students' decisions are: national or private, university or college, living space differences, graduate institute or none, and reputation.