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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 LiuPurpose – 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.
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 logisticsVolume
21Issue
2Season
Special issue : Advertising and promotion in “new” AsiaPagination
232 - 242Publisher
Emerald Group PublishingLocation
Bradford, EnglandPublisher DOI
ISSN
1355-5855eISSN
1758-4248Language
engNotes
Reproduced with the kind permission of the copyright owner.Publication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2009, Emerald Group PublishingUsage metrics
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