Individual attitudes and social influences on college students’ intent to participate in study abroad programs

Liz C. Wang, John (Jack) Gault, Paul Christ and Patricia A. Diggin

Journal of Marketing for Higher Education, 2016, vol. 26, issue 1, 103-128

Abstract: Participation in study abroad programs (SAPs) is widely viewed as offering important professional and personal benefits for college students. This study applies the Theory of Reasoned Action [Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.] as a theoretical framework to better understand how undergraduate students’ individual attitudes and subjective norms from three social groups (family, friends and professors) impact their intent to participate in SAPs. Surveys were conducted at three public and private universities in the USA and Taiwan. The results suggest that both individual attitudes and subjective norms are influential factors for college students, and the effects are dependent on the type of SAPs. The current research offers several additions to the SAPs literature. Also, the results offer new insights for higher education and other institutional managers for increasing student participation in SAPs.

Date: 2016
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Citations: View citations in EconPapers (2)

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DOI: 10.1080/08841241.2016.1146385

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