What drives parents to choose a cram school from the perspective of planned behaviour theory: evidence from Taiwan
by Gwo-Hau Ding; Hui Ling Chen; Shang-Chia Liu; Chiou-Fong Wei
International Journal of Management in Education (IJMIE), Vol. 16, No. 4, 2022

Abstract: This study intend to explore what drives the parents of junior high-school students to choose their children's cram school. Drawing on the Theory of Planned Behaviour, it proposed a model illustrating how parents are affected from variables 'attitude', 'subjective norms', 'perceived behaviour control' and 'perceived public education policy changed'. An online survey was conducted in Taiwan and partial least square structural equation modelling was used to analyse. The results contribute that the four variables, 'attitude', 'subjective norms', 'perceived behaviour control' and 'perceived public education policy changed' all affect the parents' behavioural intention to choose the cram school. The suggestions also provided cram schools to employ corresponding business strategies to effectively manage parents' perception and intention.

Online publication date: Mon, 04-Jul-2022

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