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Perceived Value as a Mediating Variable in the Theory of Planned Behavior: Application to the Intention of Completing an Master of Business Administration

Author

Listed:
  • Yanina S. Bajana Villagomez

    (CENTRUM Católica Graduate Business School, Lima, Perú)

  • Sergio J. Chión Chacón

    (Pontificia Universidad Católica del Perú, Lima, Peru.)

Abstract

The objective of this research is to evaluate the intention to carry out an MBA in the Ecuadorian context through the model proposed by Azjen (1991); including the perceived value; as a mediating variable among the constructs (attitude, subjective norms and perceived behavioral control) and intention. The research was framed in a quantitative perspective, with a cross section. The estimation of the model was made, through the multivariate statistical technique of structural equations, in order to evaluate the relationships between constructs. The analyzed population were undergraduate students from all the Universities of Ecuador, of which a sample of 756 students was surveyed. It was evident that all the hypothetical relationships established in the proposed model are significant with respect to the intention to carry out an MBA. The perceived value for completing an MBA influences the intention to complete an MBA by 0.894. Likewise, the perceived value was evaluated as a mediating variable, concluding in accordance with what was proposed by Ato and Vallejo (2011), which meets the different processes for verification. Finally, the correlations between attitude, subjective norms and control perception were reported to be significant. In addition, the R2 of the dependent variables was determined, hence, the intention to carry out an MBA reported 79.9%; Similarly, the perceived value was determined, obtaining 65.5%.

Suggested Citation

  • Yanina S. Bajana Villagomez & Sergio J. Chión Chacón, 2020. "Perceived Value as a Mediating Variable in the Theory of Planned Behavior: Application to the Intention of Completing an Master of Business Administration," International Review of Management and Marketing, Econjournals, vol. 10(4), pages 140-151.
    • Handle: RePEc:eco:journ3:2020-04-19
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    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Engle, Robert F, 1982. "Autoregressive Conditional Heteroscedasticity with Estimates of the Variance of United Kingdom Inflation," Econometrica, Econometric Society, vol. 50(4), pages 987-1007, July.
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    More about this item

    Keywords

    Theory of Planned Behavior (TCP); Perceived value; MBA graduate studies; Structural equations.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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