Students' Choice Intention Of A Higher Learning Institution : An Application Of Theory Of Reasoned Action (TRA)
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Date
2000-05
Authors
Hassan, Hajemi
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The purpose of the conducted study is to identify the determinants of upper secondary
level students' intention whether to choose a private or a public higher learning
institution. Fishbein and Ajzen's Theory of Reasoned Action was used as a basis for
this study. The theory posits that the immediate determinant of behavior is intention.
Intention is determined by the weighted attitude toward the behavior and the weighted
subjective norm. Combinations of beliefs, evaluations, and motivation to comply
determine attitude and subjective norm toward behavior. Cores of salient beliefs
related to attitude toward private higher learning institution and public higher learning
institution and cores of salient beliefs related to subjective norm for private higher
learning institution and public higher learning institution were identified. A total of
146 students from the age of 16 years to 24 years took part in a survey conducted to
collect relevant data. Hypotheses generated from the theory were confirmed.
Additional hypotheses that incorporated socio-demographic factors were also tested.
The finding from the analysis of data collected showed that only the student ethnic
background gave a significant result. ~the-findin-g also showed that attitude toward
behavior and subjective norm explained significantly amounts of variance in
behavioral intention for both private and public higher learning institutions. Attitude
toward behavior had a greater relative weight than subjective norm for both private
and public higher learning institutions.
Description
Keywords
Students' choice intention , of a higher learning institution.