The Influence of Chinese Values on Purchase Intention:Using Extension Education as an Example
2014
Hochschulschrift
Zugriff:
102
As lifetime learning has gradually drawn attention in these past few years and knowledge is no longer only acquired throughout the years in school; moreover, universities/ colleges all around the world have opened classes for diversity and extended teachings as well as the avocation of the government and people’s awareness of lifetime learning. Hence, Extension Education Centers are therefore established. This research is based on the desire to understand people’s motives in taking classes at Extension Education Centers. Said research was conducted by using the Chinese’s values as the independent variable; and the TRA(Theory of Reasoned Action) attitude, criterion on the subjective norm and price-sensitivity as the intervening variable; and using the factor analysis to divide the Chinese’s values into five aspects, which are moral discipline, respect for traditions, human heartedness, tolerance and patient to discuss the relevance between the five aspects and the other constructs as aforementioned. The results reveal that respects for traditions, human heartedness and one’s attitude towards the classes have positive effects towards the motivation of taking the classes; whereas moral discipline and subjective norm have negative effects. As for tolerance and price-sensitivity, the result did not show significant effects of these two with the other constructs. Attitude towards the classes, subjective norm and price-sensitivity all have positive effect towards the purchase intention. The research shows that subjective norm is the main reason that would sway people’s motive toward taking the classes; next would be respect for traditions; and price-sensitivity comes last. Said research further reveals that moral discipline and respective for traditions will affect subjective norm; and the TRA (Theory of Reasoned Action) attitude is affected by human heartedness. As abovementioned, subjective norm is the main reason that effects one’s motives, which shows that persuasion or recommendation given by a third party will be more likely to stimulate the purchase willingness compared to one’s own attitude towards the classes and price-sensitivity. In conclusion, those with respect to traditions and having more human heartedness are the ones that have a stronger sense for enrolling classes at the Extension Education Center. Therefore, Extension Education Center should sell their courses to these types of people in order to be more efficient
Titel: |
The Influence of Chinese Values on Purchase Intention:Using Extension Education as an Example
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Autor/in / Beteiligte Person: | Twu, Yu-Xin ; 涂宇欣 |
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Veröffentlichung: | 2014 |
Medientyp: | Hochschulschrift |
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