This chapter provides empirical evidence on the attitudes toward study abroad programs in Norway. Understanding key factors influencing students’ decisions on study abroad programs is of critical importance to higher education institutions and international marketers. This study combines the theory of reasoned action (TRA) and attitude toward object model (ATO). The data used in this study is based on a sample of 294 respondents in Norway. A conceptual model is developed to include 12 latent variables and 44 items (indicators) in a path diagram. The study employs partial least squares structural equation modeling (SEM) to empirically test key factors influencing attitudes and intentions on study abroad programs.
- Partial Less Square
- Structural Equation Modeling
- High Education Institution
- Common Method Variance
- Group Conformity
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Glavee-Geo, R., Mørkeset, Å. (2016). Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad. In: Wu, T., Naidoo, V. (eds) International Marketing of Higher Education. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-54291-5_9
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-137-54290-8
Online ISBN: 978-1-137-54291-5