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The relationship between attitude and behavior : an empirical study in China

Li, Jianyao, Mizerski, Dick, Lee, Alvin and Liu, Fang 2009, The relationship between attitude and behavior : an empirical study in China, Asia Pacific journal of marketing and logistics, vol. 21, no. 2, Special issue : Advertising and promotion in “new” Asia, pp. 232-242.

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Title The relationship between attitude and behavior : an empirical study in China
Author(s) Li, Jianyao
Mizerski, Dick
Lee, Alvin
Liu, Fang
Journal name Asia Pacific journal of marketing and logistics
Volume number 21
Issue number 2
Season Special issue : Advertising and promotion in “new” Asia
Start page 232
End page 242
Total pages 11
Publisher Emerald Group Publishing
Place of publication Bradford, England
Publication date 2009
ISSN 1355-5855
1758-4248
Keyword(s) China
consumer behaviour
country of origin
higher education
students
Summary Purpose – The purpose of this paper is to examine the effects of attitude towards behavior, subject norm and perceived behavioral control (PBC) on a Chinese subject's evaluation of a tertiary education program.

Design/methodology/approach – This study adopts a 3 (country-of-origin) by 2 (location) between-group factorial design. The Theory of Planned Behavior (TPB) is used as a framework to understand the intentions of the Chinese subjects concerning their enrollment in an offshore program.

Findings
– Results show that a subject's attitude towards behavior, subject norm and PBC had a significantly positive relationship with the subjects' enrollment intentions irrespective of the country-of-origin (COO) of an education program. However, results also indicate that the significance of the three components on enrollment intention is contingent on which country the offshore program is from.

Practical implications
– The findings of this study can help foreign education institutions develop a good understanding of the education market in China.

Originality/value
– This study is one of the few studies that have adopted the TPB, the widely used psychology theory, in the Chinese context.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2009, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30036261

Document type: Journal Article
Collections: School of Management and Marketing
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