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

journal contribution
posted on 2009-01-01, 00:00 authored by J Li, D Mizerski, Alvin LeeAlvin Lee, F Liu
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.

History

Journal

Asia Pacific journal of marketing and logistics

Volume

21

Issue

2

Season

Special issue : Advertising and promotion in “new” Asia

Pagination

232 - 242

Publisher

Emerald Group Publishing

Location

Bradford, England

ISSN

1355-5855

eISSN

1758-4248

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2009, Emerald Group Publishing

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