This study comprehensively investigates the factors influencing university choice among Vietnamese high school students in the context of digitalization. By employing structural equation modelling with partial least squares, the research analyzes survey data from 1,049 students to reveal the significant direct and indirect effects of effort expectancy, facilitating conditions, price value, perceived behavioral control, and performance expectancy on university choice decisions. The study extends existing literature by highlighting the moderating role of personal innovativeness, a proxy for digital literacy, in shaping the relationships between various factors and students' behavioral intentions. The findings underscore the transformative impact of personal innovativeness on higher education decision-making, challenging traditional assumptions and offering new avenues for research and theory development. By integrating insights from consumer behavior theories, the study proposes a comprehensive model that captures the complex interplay of factors influencing university choice in the digital age. The research offers actionable insights for Vietnamese higher education stakeholders to optimize marketing strategies, enhance digital infrastructure, and foster a culture of innovation. Ultimately, this study advances knowledge on university choice decisions and informs evidence-based practices to enhance student engagement and institutional performance in an increasingly digitalized higher education landscape.