Impact Mechanism of International Students’ Cultural Values on the Intention—Based on the Plan Behavior Theory in China

Wang Shi-jin and Ji Gui-rong ()
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Wang Shi-jin: Jiangsu Normal University
Ji Gui-rong: Jiangsu Normal University

Journal of the Knowledge Economy, 2024, vol. 15, issue 1, No 16, 383-407

Abstract: Abstract As an important part of China’s education, the cause of studying in China is an important embodiment of China’s cultural soft power and educational competitiveness and has been paid attention to by governments at all levels in China for a long time. However, China’s share of international students in the international study market is still low, international voice and competitiveness still need to improve, and Chinese cultural education throughout the whole process of international students’ training cultivates and enhances international students’ cultural values for improvement; international students’ intention to study abroad is of great significance. Based on the results of 574 questionnaires of resource-based enterprises, under the framework of theory of planned behavior (TPB), by introducing attitude toward the behavior, subjective norms, and perceived behavioral control as mediating variables, this paper constructs a theoretical model of the influence of international students’ cultural values on their intention to study in China, proposes hypotheses based on this, and uses structural equation models to test them. The results show that the cultural values of international students have a direct effect on their intention to study in China. Among them, self-improvement values have the greatest influence, followed by conservative values, and open values have the least influence. Self-improvement values, open values, and conservative values have a positive effect on attitude toward the behavior, subjective norms, and perceived behavior control and influence the intention of international students to study in China through their intermediary role. The results of this paper are important. First, TPB is innovatively introduced to discuss the influence of cultural values of international students on their intention to study in China, and SEM model has tested the mechanism of cultural values through the intermediary variable layer; secondly, it helps the national and local Ministry of Education and universities to focus on the cultural values of international students, better formulate relevant policies for international students, enhance the identity of international students with Chinese culture, and enhance their intention to study in China.

Keywords: BRI; International students; Cultural values; Intention to study in China; Subjective norms (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s13132-022-01061-3

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