Objectives : The purpose of the study was to investigate the influencing factors of major and university choice in the changing environments that kick out the insincere universities keeping pace with the national policy. Methods : A self-reported questionnaire was completed by 177 subjects after receiving informed consents. The questionnaire consisted of general characteristics, influencing factors on university and department choice including multiple application. Chi-square test was used for analysis of the difference between early and regular admission. Results : Employment was the most important reason for choice of dental hygiene department that accounted for 96%. The access route for university information was college homepage for entrance information that accounted for 72.3% and 76.3% of applicants were advised by their parents for their choice for university. The information was mainly composed of school life(92.1%) and employment (81.9%). The applicants wanted to meet the students(58.8%) and to come in contact with the university homepage(57.1%). Early and regular applicants differed in reasons for college entrance(p=0.032), information delivery for major(p=0.013) and multiple application for entrance(p<0.01). Conclusions : University homepage and communication with the students will give much information to the applicants. So the university had better choose the homepage and communication for marketing strategy.