Intention to Attend Business School in Thailand
Keywords:
Theory of Planned Behavior, Intention; Behavior, Business School, ThailandAbstract
This paper examines the effects of motivation on attending business school in Thailand based on the theory of planned behavior (TPB) as the theoretical foundation. The direct and indirect effects of motivation on behavior via intention were examined in Thailand business school context. A quantitative research methodology was used in this study. Data were collected using a self-administered questionnaire and distributed to 400 first year business school students in Thailand. For data analysis, a confirmatory factor analysis (CFA) was used in measurement model verification while a structural equation modeling (SEM) was conducted in structural model verification and hypotheses testing. The positive significant indirect effects of motivations (Attitude and Subjective Norms) on behavior via intention are revealed with statistical significance at 0.01. This study is among the first that extended the TPB and applied the findings in Thailand business school context.
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