Skip to main content
SpringerLink
Log in
Book cover

International Marketing of Higher Education pp 191–229Cite as

Palgrave Macmillan

Going Global: Factors Influencing Norwegian Students’ Intention to Study Abroad

Abstract

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.

Keywords

  • Partial Less Square
  • Structural Equation Modeling
  • High Education Institution
  • Common Method Variance
  • Group Conformity

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

This is a preview of subscription content, access via your institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD   109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

References

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

    CrossRef  Google Scholar 

  • Ajzen, I. (2006). Constructing a TPB questionnaire: Conceptual and methodological considerations. Accessed April 22, 2015, from http://people.umass.edu/aizen/pdf/tpb.measurement.pdf

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

    CrossRef  Google Scholar 

  • Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84, 888–918.

    CrossRef  Google Scholar 

  • Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Upper Saddle River, NJ: Prentice Hall.

    Google Scholar 

  • Allen, H. W. (2010). What shapes short-term study abroad experience? A comparative case study of students’ motives and goals. Journal of Studies in International Education, 11, 452–470.

    CrossRef  Google Scholar 

  • Ashmore, R., Deaux, K., & McLaughlin-Volpe, T. (2004). An organizing framework for collective identity: Articulation and significance of multidimensionality. Psychological Bulletin, 130, 80–114.

    CrossRef  Google Scholar 

  • Babrow, A. S. (1989). An expectancy-value analysis of the student soap opera audience. Communication Research, 16, 155–178.

    CrossRef  Google Scholar 

  • Bakalis, I., & Joiner, T. A. (2004). Participation in tertiary study abroad programs: The role of personality. International Journal of Education Management, 18(5), 286–291.

    Google Scholar 

  • Barclays, D., Thompson, R., & Higgins, C. (1995). The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use as an illustration. Technology Studies, 2(2), 285–309.

    Google Scholar 

  • Berglund, N. (2015). NTNU to rank as the largest university. Accessed May 10, 2015, from http://www.newsinenglish.no/2015/01/29/ntnu-to-rank-as-largest-university/

  • Brown, L. M. (2002). Going global. Black Issues in Higher Education, 19(6), 28–31.

    Google Scholar 

  • Brux, J. M., & Fry, B. (2010). Multicultural students in study abroad: Their interests, their issues, and their constraints. Journal of Studies in International Education, 14(5), 508–527.

    CrossRef  Google Scholar 

  • Chen, L.-H. (2008). Internationalization or international marketing? Two frameworks for understanding international students’ choice of Canadian universities. Journal of Marketing. for Higher Education, 18(1), 1–33.

    CrossRef  Google Scholar 

  • Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Mahwah, NJ: Lawrence Erlbaum.

    Google Scholar 

  • Chin, W. W., & Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. In R. H. Hoyle (Ed.), Statistical strategies for small sample research (pp. 307–341). Thousand Oaks, CA: Sage.

    Google Scholar 

  • Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91–109.

    CrossRef  Google Scholar 

  • Chung, J. E., & Pysarchik, D. T. (2000). A model of behavioral intention to buy domestic versus imported products in a confucian culture. Marketing Intelligence & Planning, 18(5), 281–291.

    CrossRef  Google Scholar 

  • Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 19(4), 491–504.

    CrossRef  Google Scholar 

  • Clarke III, I., Flaherty, T. B., Wright, N. D., & McMillen, R. M. (2009). Student intercultural proficiency from study abroad programs. Journal of Marketing Education, 31(2), 173–181.

    CrossRef  Google Scholar 

  • Cubillo, I. M., Sanchez, I., & Cervino, I. (2006). International students’ decision-making process. The International Journal of Educational Management, 20(2), 101–115.

    CrossRef  Google Scholar 

  • Deardorff, D. K. (2006). Identification and assessment of intercultural competence as a student outcome of internationalization. Journal of Studies in International Education, 10(3), 241–266.

    CrossRef  Google Scholar 

  • Dessoff, A. (2006). Who’s not going abroad? International Educator, 15(2), 20–27.

    Google Scholar 

  • Dib, H., & Alnazer, M. (2013). The impact of service quality on student satisfaction and behavioral consequences in higher education services. International Journal of Economy, Management and Social Sciences, 2(1), 285–290.

    Google Scholar 

  • Dobler, S., Hatlø, B. M., Helgesen, Ø., & Nesset, E. (2014). Impact of quality, images and satisfaction on student loyalty in the face of emotional aspects and switching barriers. In J. Amdam, Ø. Helgesen, & K. W. Sæther (Eds.), Det Mangfaldige Kvalitetsomgrepet, Fjordantologien 2013 (pp. 131–165). Oslo: Forlag1.

    Google Scholar 

  • Doyle, S., Gendall, P., Meyer, L., Hoek, J., Tait, C., McKenzie, L., et al. (2009). An investigation of factors associated with student participation in study abroad. Journal of Studies in International Education, 14(5), 471–489.

    CrossRef  Google Scholar 

  • Duarte, P. A., & Rapaso, M. L. (2010). A PLS model to study brand preference: An application to the mobile phone market. In V. E. Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares—Concepts, methods and applications (pp. 449–485). Berlin: Springer.

    CrossRef  Google Scholar 

  • Eriksson, P., & Kovalainen, A. (2008). Qualitative methods in business research. London, UK: Sage.

    CrossRef  Google Scholar 

  • Evans, J., Finch, J., Toncar, M. F., & Reid, J. S. (2008). Student participation of and preferences for a short overseas study tour. Contemporary Issues in Education Research, 1(3), 11–17.

    CrossRef  Google Scholar 

  • Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. Ohio: The University of Akron Press.

    Google Scholar 

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

    CrossRef  Google Scholar 

  • Fishbein, M. (1963). An investigation of the relationship between beliefs about an object and the attitude toward the object. Human Relations, 16, 233–240.

    CrossRef  Google Scholar 

  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intentions, and behavior (pp. 62–63). Reading, MA: Addison-Wesley.

    Google Scholar 

  • Fishbein, M., & Ajzen, I. (1981). Attitudes and voting behavior: An application of the theory of reasoned action. In G. M. Stephenson & J. M. Davis (Eds.), Progress in Applied Social Psychology (pp. 253–313). New York: Wiley.

    Google Scholar 

  • Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensitonality and its assessment. Journal of Marketing Research, 25, 186–192.

    CrossRef  Google Scholar 

  • Glavee-Geo, R., & Mørkeset, Å. (2015). Personal interviews.

    Google Scholar 

  • Goel, L., de Jong, P., & Schnusenberg, O. (2010). Toward a comprehensive framework of study abroad intentions and behaviors. Journal of Teaching in International Business, 21, 248–265.

    CrossRef  Google Scholar 

  • Goldstein, S. B., & Kim, R. L. (2006). Predictors of U.S. college students’ participation in study abroad programs: A longitudinal study. International Journal of Intercultural Relations, 30, 507–521.

    CrossRef  Google Scholar 

  • Gullekson, N., Tucker, M., Coombs, G., & Wright, S. (2011). Examining intercultural growth for business students in short-term study abroad programs: Too good to be true? Journal of Teaching in International Business, 22, 91–106.

    CrossRef  Google Scholar 

  • Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5 ed.). London: Prentice Hall International.

    Google Scholar 

  • Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage.

    Google Scholar 

  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19, 139–151.

    CrossRef  Google Scholar 

  • Hamir, H. B. (2011). Go abroad and graduate on time: Study abroad participation, degree completion, and time-to-degree. Doctoral dissertation. University of Nebraska, Lincoln. Accessed April 27, 2015, from http://world.utexas.edu/io/forms/abroad/barclay-dissertation.pdf

  • Harman, H. H. (1976). Modern factor analysis (3 ed.). Chicago, IL: University of Chicago Press.

    Google Scholar 

  • He, N., & Chen, R. J. C. (2010). College students’ perceptions and attitudes toward the study of study abroad programs. International Journal of Hospitality & Tourism Administration, 11(4), 347–359.

    CrossRef  Google Scholar 

  • Helgesen, Ø., & Nesset, E. (2011). Does LibQUAL+™ account for student loyalty to a university college library? Quality Assurance in Education, 19(4), 413–440.

    CrossRef  Google Scholar 

  • Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–320.

    Google Scholar 

  • IIE. (2014a). A study guide to study abroad. Accessed October 1, 2014, from http://opendoors.iienetwork.org/?p=131562

  • IIE. (2014b). Open doors 2013: International students in the United States and study abroad by American students are at all-time high. Accessed October 1, 2014, from http://opendoors.iienetwork.org/?p=131562

  • Kasravi, J. (2009). Factors influencing the decision to study abroad for students of color: Moving beyond the barriers. Doctoral dissertation. University of Minnesota. Accessed October 1, 2014, from http://conservancy.umn.edu/bitstream/handle/11299/55058/kasravi_umn_0130e_10602.pdf?sequence=1

  • Kedia, B., & Daniel, S. (2003). U.S. business needs for employees with international expertise. Prepared for the Needs for Global Challenges Conference at Duke University. Accessed April 26, 2015, from https://ducis.jhfc.duke.edu/archives/globalchallenges/pdf/kedia_daniel.pdf

  • Kemery, E. R., & Dunlap, W. P. (1986). Partialling factor scores does not control method variance: A reply to Podsakoff and Tordor. Journal of Management, 12(4), 535–544.

    CrossRef  Google Scholar 

  • Kim, J. H. (2014). The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism Management, 44, 43–45.

    CrossRef  Google Scholar 

  • Kim, R. L., & Goldstein, S. B. (2005). Intercultural attitudes predict favorable study abroad expectations of U.S. college students. Journal of Studies in International Education, 9(3), 265–278.

    CrossRef  Google Scholar 

  • King, R. (2004). The University in the global age. New York: Palgrave Macmillan.

    Google Scholar 

  • Knight, J. (2004). Internationalization remodeled: Definitions, approaches and rationales. Journal of Studies in International Education, 8(5), 5–31.

    CrossRef  Google Scholar 

  • Knight, J. (2012). Concepts, rationales, and interpretive frameworks in the internationalization of higher education. In D. K. Deardorff, H. Wit, J. D. Heyl, & T. Adams. The sage handbook of international higher education (pp. 27–42). London: Sage.

    Google Scholar 

  • Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic enquiry. Beverly Hills, CA: Sage.

    Google Scholar 

  • Lindell, M. K., & Whitney, D. J. (2001). Accounting for common method variance in cross-sectional research designs. The Journal of Applied Psychology, 86(1), 114–121.

    CrossRef  Google Scholar 

  • Llodra-Riera, I., Martinez-Ruiz, M. P., Jimenez-Zarco, A. I., & Izquierdo-Yusta, A. (2015). A multidimensional analysis of information sources construct and its relevance for destination image formation. Tourism management, 48, 319–328.

    CrossRef  Google Scholar 

  • Lovelock, C., & Wirtz, J. (2007). Services marketing: People, technology, strategy (6 ed.). Prentice Hall: Pearson.

    Google Scholar 

  • Lucas, J. M. (2009). Where are all the males? A mixed method inquiry into male study abroad participation (Doctoral dissertation). East Lansing: Michigan State University.

    Google Scholar 

  • Malhotra, N. K., Kim, S. S., & Patil, A. (2006). Common method variance in IS research: A comparison of alternative approaches and reanalysis of past research. Management Science, 52(12), 1865–1883.

    CrossRef  Google Scholar 

  • Maringe, F., & Gibbs, P. (2009). Marketing higher education: Theory and practice. London: McGraw Hill/Open University Press.

    Google Scholar 

  • McCarthy, E. E., Sen, A. K., & Garrity, B. F. (2012). Factors that influence Canadian students’ choice of higher education institutions in the United States. Business Education & Accreditation, 4(2), 85–96.

    Google Scholar 

  • McKeown, J. S. (2003). The impact of September 11 on study abroad students interest and concern: An exploratory study. International Education, 32(2), 85–95.

    Google Scholar 

  • Montano, D. E., & Kasprzyk, D. (2008). Theory of reasoned action, theory of planned behavior and the integrated behavioral model. In K. Glanz, B. K. Rimer, & K. Viswanath (Eds.), Health behavior and health education: Theory, research, and practice. San Francisco: Wiley.

    Google Scholar 

  • Myklebust, J. P. (2012, October 21). Oslo objects to holidays masquerading as study abroad. University World News, Issue 244. Accessed May 20, 2015, from http://www.universityworldnews.com/article

  • Payan, J. M., Svensson, G., & Høgevold, N. M. (2012). The effect of attributes of study abroad and risk aversion on the future likelihood to study abroad: A study of U.S. and norwegian undergraduate marketing students. Journal for Advancement of Marketing Education, 20(3), 70–80.

    Google Scholar 

  • Phinney, J. S., & Ong, A. D. (2007). Conceptualization and measurement of ethnic identity: Current status and future directions. Journal of Counseling Psychology, 54(3), 271–281.

    CrossRef  Google Scholar 

  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. -Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. The Journal of Applied Psychology, 88(5), 879–903.

    Google Scholar 

  • Podsakoff, N. P., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531–544.

    CrossRef  Google Scholar 

  • Pyun, D. Y., & James, J. D. (2011). Attitude towards advertising through sport: A theoretical framework. Sports Management Review, 14, 33–41.

    CrossRef  Google Scholar 

  • Relyea, C., Cocchiara, F. K., & Studdard, N. L. (2008). The effect of perceived value in the decision to participate in study abroad programs. Journal of Teaching in International Business, 19(4), 346–361.

    CrossRef  Google Scholar 

  • Rexeisen, R. J., & Al-Khatib, J. (2009). Assurance of learning and study abroad: A case study. Journal of Teaching in International Business, 20(3), 192–207.

    CrossRef  Google Scholar 

  • Rice University. (2015). Staying safe. Accessed April 16, 2015, from https://abroad.rice.edu/Content.aspx?id=75

  • Ringle, C. M., Wende, S., & Becker, J-M. (2014). SmartPLS 3. Hamburg: SmartPLS. Retrieved from http://www.smartpls.com

  • Rust, V., Dhanatyra, C., Furuto, L. H. L., & Kheiltash, O. (2007). Student involvement as predictive of college freshmen plans to study abroad. Frontiers: The Interdisciplinary Journal of Study Abroad, 15, 1–16.

    Google Scholar 

  • Ryan, C. (1998). Saltwater crocodiles as tourist attractions: A pilot study. Journal of Sustainable Tourism, 6(4), 314–327.

    CrossRef  Google Scholar 

  • Salisbury, M., Umbach, P., Paulsen, E., & Pascarella, E. (2009). Going global: Understanding the choice process of the intent to study abroad. Research in Higher Education, 50, 119–143.

    CrossRef  Google Scholar 

  • Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2012). Consumer behaviour: A European outlook (2 ed.). Upper Saddle River, NJ: Prentice Hall.

    Google Scholar 

  • Schnusenberg, O., de Jong, P., & Goel, L. (2012). Predicting study abroad intentions based on the theory of planned behavior. Decision Sciences Journal of Innovative Education, 10(3), 337–361.

    CrossRef  Google Scholar 

  • Stallman, E., Woodruff, E., Kasravi, J., & Comp, D. (2010). The diversification of the student profile. In W. W. Hoffa & S. C. DePaul (Eds.), A history of U.S. study abroad: 1965-present (pp.115–160). A special publication of Frontiers: The Interdisciplinary Journal of Study Abroad. Lancaster, PA: Frontiers.

    Google Scholar 

  • Statistics Norway. (2014). Students at universities and colleges. 1 October 2013. Accessed October 10, 2014, from http://www.ssb.no/en/utdanning/statistikker/utuvh/aar/2014-05-23

  • Stroud, A. H. (2010). Who plans (not) to study abroad? An examination of U.S. student intent. Journal of Studies in International Education, 20(10), 1–18.

    Google Scholar 

  • Twombly, S. B., Salisbury, M. H., Tumanut, S. D., & Klute, P. (2012). Study abroad in new global century: Renewing the promise, refining the purpose. ASHE Higher Education Report, 38(4), Wiley.

    Google Scholar 

  • Wold, H. (1975). Path models with latent variables: The NIPALS approach. In H. M. Blalock, A. Aganbegian, F. M. Borodkin, R. Boudon, & V. Capecchi (Eds.), Quantitative sociology: International perspectives on mathematical and statistical modeling (pp. 307–357). New York: Academic Press.

    CrossRef  Google Scholar 

  • Wold, H. (1985). Partial least squares. In S. Kotz & N. L. Johnson (Eds.), Encyclopedia of statistical sciences (pp. 581–591). New York: John Wiley.

    Google Scholar 

  • Wright, N. D., & Clarke, I. (2010). Preparing marketing students for a global and multicultural work environment: The value of a semester-long study abroad program. Marketing Education Review, 20(2), 149–162.

    CrossRef  Google Scholar 

  • Zemach-Bersin, T. (2009). Selling the world: Study abroad marketing and the privatization of global citizenship. In R. Lewin (Ed.), The handbook of practice and research in study abroad: Higher education and the quest for global citizenship (pp. 303–320). New York: Routledge.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Aalesund University College, Aalesund, Norway

    Richard Glavee-Geo & Åse Mørkeset

Authors
  1. Richard Glavee-Geo
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Åse Mørkeset
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. University of Ontario Institute of Technology, Oshawa, Canada

    Terry Wu

  2. University of Sydney, Sydney, New South Wales, Australia

    Vik Naidoo

Copyright information

© 2016 The Author(s)

About this chapter

Cite this chapter

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

Download citation

  • DOI: https://doi.org/10.1057/978-1-137-54291-5_9

  • Published:

  • Publisher Name: Palgrave Macmillan, New York

  • Print ISBN: 978-1-137-54290-8

  • Online ISBN: 978-1-137-54291-5

  • eBook Packages: EducationEducation (R0)

search

Navigation