Li, Jianyao; Mizerski, Dick; Lee, Alvin; Liu, Fang - In: Asia Pacific Journal of Marketing and Logistics 21 (2009) 2, pp. 232-242
Purpose – The purpose of this paper is to examine the effects of attitude towards behavior, subject norm and perceived behavioral control (PBC) on a Chinese subject's evaluation of a tertiary education program. Design/methodology/approach – This study adopts a 3 (country‐of‐origin) by 2...