DETERMINANTS OF INTENTION OF THE CHOICE OF PRIVATE HIGHER EDUCATION: A PERSPECTIVE OF THE THEORY OF PLANNED BEHAVIOR

Antônia Mascênia Rodrigues Sousa, Alexandre Rabêlo Neto, Raimundo Eduardo Silveira Fontenele
DOI: https://doi.org/10.5329/RECADM.2013024

Abstract

This research questions the theory of planned behavior that behavioral beliefs model, normative beliefs and the beliefs of control to explain the behavior of the student through the different modalities of undergraduate courses offered by Private higher education Institution. The overall objective of the study is to analyze the behavior and beliefs of students about to take in relation to the elements that determine the choice of private institution of higher education from the perspective of the theory of Planned Behavior. We used a sample of 264 students, among high school students, specifically students of the third year, corresponding to the year decisive for the choice of universities which provide entrance exams.  The data were collected via a questionnaire composed of twenty-six issues, as well, for each group of beliefs was an elaborate series of questions in the form of a likert scale, five (05) degrees, ranging from a totally disagree with up to 5 totally agree. Data were analyzed through the exploratory factor analysis and structural equation model. The main beliefs perceived by students in the choice of an institution of higher education, are behavioral beliefs, which significantly influenced the behavioral intention.

 


Keywords

Intention; Higher Education; Theory of Planned Behavior

Compartilhe

References


Alves, H. M. B.(2003). Uma abordagem de marketing à satisfação do aluno no ensino universitário público: índice, antecedentes e consequências. 286f. Tese (Doutorado em Gestão) – Departamento de Gestão e Economia, Universidade da Beira Interior, Covilhã, Portugal.

Ajzen, I. (1985). From intentions to action: A theory of planned behavior. In J. Kuhl & J. Beckman (Eds.) Action-control: From cognition to behavior, Heidelberg: Springer, 11-39.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.

Ajzen, I., & Driver, B. L. (1991). Prediction of leisure participation from behavioural, normative, and control beliefs: An application of the theory of planned behaviour. Leisure Sciences, 13, 185–204.

Ajzen, I. (2006). Constructing a TPB questionarie: conceptual and methodological considerations. Recuperado em 10 de julho de 2013, de http://www.unibielefeld.de/ikg/zick/ajzen%20construction%20a%20tpb%20questionnaire.pdf

Armitage, C. J., & Conner, M. (2001). Efycacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40, 471–499.

Autio, E. et al. (1997). Entrepreneurial intent among students. Testing an intent model in Asia, Scandinavia and USA. In Frontiers of Entrepreneurship Research, Proceedings of the 17th Annual Babson College Entrepreneurship Research Conference, 1997.

Barakat, L. L., Ramsey, J., Oliveira, P. V. S., & Monteiro, P. R. R. (2010). Distância Cultural e modos de entrada: um estudo das maiores transnacionais brasileiras. Internext – Revista Eletrônica de Negócios Internacionais da ESPM, 5(2), p. 167-193.

Barcellos, M. D. de , Pedrozo, E., & Lans, I. A. van der. (2009). Beef Lovers: A Cross-Cultural Study of Beef Consumption. In A. Lindgreen, M. K. Hinglye (Org.). The new cultures of food: marketing opportunities from ethnic, religious and cultural diversity. Surrey: Gower Publishing, 127-146.

Bayad, M., & Bourguiba, M. (2006). De l’universalisme à la contingence culturelle: réflexion sur l’intention entrepreneuriale. 8e Congrés International Francophone em Entrepreneuriat et PME. Haute école de gestion (HEG) Fribourg, Suisse.

Bem, D. J. (1973). Convicções, atitudes e assuntos humanos. São Paulo: EPU.

Blackwell, R. D., Miniard, P. W., & Engel, J. (2005). Comportamento do Consumidor. São Paulo: Pioneira Thomson Learning.

Bronemann, M. R., & Silveira, A. (2004). Marketing em instituições de ensino superior: a promoção do processo seletivo. In P. A. Melo, & N. Colossi (Org.). Cenários da Gestão Universitária na Contemporaneidade. Florianópolis: Insular, 97-114.

Carvalho, P. M. R. de., & González, L. (2006). Modelo explicativo sobre a intenção empreendedora. Comportamento Organizacional e Gestão, 12(1), 43-65.

Ciurana, A. M. G., & Leal Filho, W. (2006). Education for Sustainability in University Studies: experiences from a project involving European and Latin American universities. International Journal of Sustainability in Higher Education, 7(1), 81-93.

Chin, W. (2000). Partial Least Squares For Researchers: An overview and presentation of recent advances using the PLS approach. C. T. Bauer College of Business University of Houston. Recuperado em 19 de abril, 2013, de http:// disc-nt.cba.uh.edu/chin/indx.html.

Conner, M., & Sparks, P. (1996). The theory of planned behaviour and health behaviours. In M. Conner & P. Norman (Eds.). Predicting health behaviour. Buckingham, UK: Open University Press. 121-162.

Corrar, J., Paulo, E., & Dias Filho, J. (2009). Análise multivariada: para os cursos de administração, ciências contábeis e economia. Fundação Instituto de Pesquisas Contábeis, Atuarias e Financeiras. São Paulo: Atlas.

D'Amorim, M. A. (1995). A teoria da ação racional. Revista Ciências Humanas, 30, 92-106.

D'Amorim, M. A. (1996). A medida na teoria da ação racional. In L. Pasquiali. Teoria e métodos de medida em ciências do comportamento. Brasília: UNB/INEP, 367-386.

Davidsson, P. (1995). Determinants of entrepreneurial intentions. Paper presented at Rent IX conference, Piacenza, Itália.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Menlo Park: Addison-Wesley Publishing Co.

Fontenele, R. E. S., Brasil, M. V. de O., Sousa, A. M. R. (2012). Determinantes da Intenção Empreendedora de Discentes em um Instituto de Ensino Superior. In XXVII Simpósio de Gestão da Inovação Tecnológica. Salvador. Novembro de 2012.

Gasse, Y. (1982). Elaborations on the psychology of the entrepreneur. In Encyclopedia of Entrepreneurship, Englewood Cliffs, NJ: Prentice-Hall, 1982, p. 57-71.

Giacomin, O., Janssen, F., Pruett, M., Llopis, F., Shinnar, R., & Toney, B. (2010). Impact du sexe et de l’auto-efficacite entrepreneuriale surl’intention entrepreneuriale des etudiants: une comparaison internationale. 10ème Congrès Internationale Francophone en Entrepreneuriat et PME (CIFEPME) de Bordeaux (France).

Godin, G. (1994) Theories of reasoned action and planned behavior: usefulness for exercise promotion. Medicine and Science in Sports and Exercise, 26, 1391–1394.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados. (6ª ed.). Porto Alegre: Bookman, 687 p.

Hides, M. T.; Davies, J.; Jackson, S. (2004). Implementation of EFQM excellence model self-assessment in the UK higher education sector – lessons learned from other sectors. The TQM Magazine, 16(3), 194-201.

Huesmann, L. R. & Guerra, N. G. (1997). Normative beliefs and the development of aggressive behavior. Journal of Personality and Social Psychology, 72(2), 1-12.

Hausenblas, H. A.; Carron, A.V.; Mack, D. E. (1997). Application of the theories of reasoned action and planned behavior to exercise behavior: a meta-analysis. Journal of Sport & Exercise Psychology, 19(1), 36-51.

Instituto Brasileiro de Geografia E Estatística. Pesquisa de Estimativa Populacional. Rio de Janeiro, 2009. CD-ROM. IBGE – Instituto Brasileiro de Geografia e Estatística. Disponível em: http://downloads.ibge.gov.br/downloads_estatisticas.htm >. Acesso em: 24 de dezembro de 2013.

Kets De Vries, M. F. R.(1996). The anatomy of entrepreneur: Clinical observations. Human Relations, 49(7), 853-883.

Krueger, N.; Carsud, A. (1993). Entrepreneurship intentions: applying the theory of planned behaviour. Entrepreneurship & Regional Development, 5, 316-323.

Lanzer, L. de S. (2004). Estratégias de marketing de relacionamento para instituições de ensino superior: um estudo de caso na Universidade do Sul de Santa Catarina. 182f. Dissertação (Mestrado em Engenharia da Produção) – Programa de Pós-Graduação em Engenharia de Produção, Departamento de Engenharia de Produção e Sistemas, Universidade Federal de Santa Catarina, Florianópolis.

Leite, S. C. F.(2008). Capital empresarial: um estudo de caso para o agronegócio. Tese de Doutorado, Escola Superior de Agricultura Luiz de Queiroz, Universidade de São Paulo, Piracicaba. 2008. Disponível em: Acesso em: 25 de outubro. 2013.

Li, Zeng, & Liu, Yang. (2011). Entrepreneurship education and employment performance: An empirical study in Chinese university. Journal of Chinese Entrepreneurship. 3(3), 195-203.

Malhotra, N. (2001). Pesquisa de Marketing. (3. ed.). Porto Alegre: Bookman.

Mattar, F. N. (1996). Pesquisa de Marketing. São Paulo: Atlas.

Mavondo, F. T., Chimhanzi, J., & Stewart, J. (2005). Learning orientation and market orientation: relationship with innovation, human resource practices and performance. European Journal of Marketing, 39(11/12), 1235-1263.

Mowen, J. C., & Minor, M. S. (2003). Comportamento do consumidor. São Paulo: Prentice Hall.

O’brien, C. S. (1999). The self-talk model for motivation older adults. Alcoa National Forum On Older Adults And Active Living. Abstracts: Canadian Centre for Activity and 15 Aging Held at: The University of Western Ontario. In: Celebration of the International Year of Older Persons (IYOP), p. 13-16.

Piñol, S. T. (2004). Janela do cliente-aluno nos cursos de pós-graduação. In: Colóquio Internacional sobre Gestão Universitária na América do Sul, Florianópolis.

Rubio López, E. A., Cordón Pozo, E. & Agote Martín, A. L. (1999). Actitudes hacia la creación de empresas: un modelo explicativo. Revista Europea de Dirección y Economía de la Empresa, 8(3), 1999, p. 37-52.

Shapero, A. & Sokol, L. (1982). The Social dimensions of entrepreneurship. In Encyclopedia of Entrepreneurship, Englewood Cliffs: Prentice-Hall Inc. 72-90.

Skinner, E. A. (1995). Perceived control, motivation, and coping. Newbury Park, CA: Sage Publications.

Solomon, Michael R. (2002). O comportamento do consumidor: comprando, possuindo e sendo. (5ª ed.). Porto Alegre: Bookman.

Souki, G. Q., Gonçalves Filho, C., & Silva, G. M. A. (2006). Perceived Quality, Atitudes and Behavior Intentions of the Customers: Na Empiric Study in Brazil. In International European Operations Management Association Conference – Glasgow.

Thurstone, L. L. (1976). Las actitudes pueden medirse. In G. F. Summers. Medición de actitudes. México: Trillas.

Trevisan, R. M. (2002). Marketing em instituições educacionais. Revista PEC, 2(1), 93-103.

Palácio, A. B., Meneses, G. D., & Pérez, P. J. P. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational Administration, 40(5), 486-505.

Zain, Z. M., Akram, A. M., & Ghani, E. K. (2010). Entrepreneurship Intention Among Malaysian Business Students. Canadian Social Science, 6(3), 34-44.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.