Attitude, Subjective Norm, and Behavioral Control of Students: A Structural Equation Model on their Intention to Enroll in Business Programs

Abstract

The study's main goal was to create the best-fit model to predict senior high school students' intention to enroll in business programs in the Davao Region. Non-experimental, quantitative research design and Structural Equation Model were used in this study. A standardized questionnaire was used to conduct a survey with four hundred (400) senior high school students in the Davao Region. The respondents were selected using proportionate stratified sampling. The statistical tools used for data analysis were Mean, Pearson product-moment correlation, and structural equation model. The results revealed that the level of behavioral control and intention to enroll were high, while attitude was very high and subjective norm was moderate. All latent exogenous variables have significant relationship with the endogenous variable intention to enroll. When regressed, it was discovered that attitude and behavioral control influence the intention to enroll, except for subjective norms. Structural Model 5, which depicted the direct causal relationships of attitude (cognitive attitude and affective attitude), subjective norm (minor reference group and significant reference group), and behavioral control (internal control and external control) to the intention to enroll in the business program (self-efficacy and outcome expectancy), was founded to be the best fit.

Index Terms— attitude, subjective norm, behavioral control, intention to enroll.