Title: What drives parents to choose a cram school from the perspective of planned behaviour theory: evidence from Taiwan

Authors: Gwo-Hau Ding; Hui Ling Chen; Shang-Chia Liu; Chiou-Fong Wei

Addresses: Nanfang College (Guangzhou), Conghua District, Guangzhou, China ' FuJen Catholic University, New Taipei City, Taiwan ' FuJen Catholic University, New Taipei City, Taiwan ' Business School, Nanfang College (Guangzhou), Conghua District, Guangzhou, China

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.

Keywords: public education policy; cram school; theory of planned behaviour; supplement education.

DOI: 10.1504/IJMIE.2022.123828

International Journal of Management in Education, 2022 Vol.16 No.4, pp.361 - 382

Received: 12 Sep 2020
Accepted: 27 Jun 2021
Published online: 04 Jul 2022 *

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