Valor Percibido como Variable Mediadora en la Teoría del Comportamiento Planificado. Aplicación a la Intención de realizar un MBA
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2020-07-30
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Pontificia Universidad Católica del Perú
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Realizar estudios de posgrado años atrás era considerado un reto, hoy es una necesidad que podría permitir el logro de mejores estándares socioeconómicos del individuo y por ende de las economías a nivel nacional, más aún en economías emergentes como las ecuatorianas.
Ante esta necesidad de desarrollar sociedades con mejores niveles académicos que impulsen las economías es imperante conocer que factores son los que inciden en la intención de los individuos en realizar estudios de maestría que para la presente investigación se ha enfocado en maestría en Administración de Empresas.
Para conocer mejor esos factores y sabiendo que el ser humano es un ser complejo de predecir en su comportamiento se ha considerado la aplicación de la Teoría del modelo de comportamiento planificado planteado por Ajzen, como herramienta que permita conocer mejor y enmarcar en la teoría de un modelo los distintos factores que inciden en los individuos a realizar determinados comportamientos.
En la presente investigación se ha considerado evaluar el efecto de la variable Valor Percibido como mediadora entre los constructos (Actitud, Normas subjetivas y percepción de control) y la Intención, es decir ampliar el modelo planteado por Ajzen con la inclusión de un nuevo constructo en el modelo de la Teoría del comportamiento planificado, el nuevo constructo se refiere al Valor Percibido propuesto por Al-Debei.
La investigación se enmarcó en una perspectiva cuantitativa en un corte transversal a través de la técnica estadística multivariante de ecuaciones estructurales, con el fin de determinar la relevancia de la Teoría planteada por Ajzen y el constructo adicional enfocados en el contexto ecuatoriano. Para determinar la influencia de los factores se trabajó con una muestra de 756 encuestas a estudiantes universitarios de pregrado de universidades ecuatorianas.
Se pudo evidenciar que de los constructos establecidos en el modelo todos tienen relación significativa con respecto a la intención de realizar estudios de posgrado, sin embargo, se considera que el constructo Valor Percibido como mediador entre las variables independientes y la intención como variable dependiente ayuda a explicar mejor la intención de realizar un MBA. Para ello se realiza la evaluación de la mediación de la variable antes mencionada concluyendo que es una variable mediadora dado que cumple con los procesos de evaluación. Se analizaron también los efectos directos, indirectos y totales de la inclusión de la nueva variable.
Performing graduate studies years ago was considered a challenge, today it is a necessity that could allow the achievement of better socio-economic standards of the individual and therefore of the economies at national level, especially in emerging economies such as Ecuador. Given this need to develop societies with better academic levels that boost economies, it is imperative to know what factors are those that influence the intention of individuals to carry out master's studies that for this research has focused on masters in Business Administration. In order to know these factors better and knowing that the human being is a complex being of predicting in his behavior, the application of the Theory of the planned behavior model proposed by Ajzen has been considered, as a tool that allows to know better and frame in the theory of a model the different factors that influence individuals to perform certain behaviors. In the present investigation it has been considered to evaluate the effect of the variable Perceived Value as a mediator between the constructs (Attitude, Subjective norms and perception of control) and the Intention, that is to say to expand the model proposed by Ajzen with the inclusion of a new construct in the model of the Theory of planned behavior, the new construct refers to the Perceived Value proposed by Al-Debei. The research was framed in a quantitative perspective in a cross-section through the multivariate statistical technique of structural equations, in order to determine the relevance of the Theory proposed by Ajzen and the additional construct focused on the Ecuadorian context. To determine the influence of the factors, we worked with a sample of 756 surveys of undergraduate university students from Ecuadorian universities. It was possible to show that of the constructs established in the model all have a significant relationship with respect to the intention of carrying out postgraduate studies, however, it is considered that the Perceived Value construct as a mediator between the independent variables and the intention as a dependent variable helps better explain the intention of performing an MBA. For this purpose, the evaluation of the aforementioned variable mediation is carried out, concluding that it is a mediating variable since it complies with the evaluation processes. The direct, indirect and total effects of the inclusion of the new variable were also analyzed.
Performing graduate studies years ago was considered a challenge, today it is a necessity that could allow the achievement of better socio-economic standards of the individual and therefore of the economies at national level, especially in emerging economies such as Ecuador. Given this need to develop societies with better academic levels that boost economies, it is imperative to know what factors are those that influence the intention of individuals to carry out master's studies that for this research has focused on masters in Business Administration. In order to know these factors better and knowing that the human being is a complex being of predicting in his behavior, the application of the Theory of the planned behavior model proposed by Ajzen has been considered, as a tool that allows to know better and frame in the theory of a model the different factors that influence individuals to perform certain behaviors. In the present investigation it has been considered to evaluate the effect of the variable Perceived Value as a mediator between the constructs (Attitude, Subjective norms and perception of control) and the Intention, that is to say to expand the model proposed by Ajzen with the inclusion of a new construct in the model of the Theory of planned behavior, the new construct refers to the Perceived Value proposed by Al-Debei. The research was framed in a quantitative perspective in a cross-section through the multivariate statistical technique of structural equations, in order to determine the relevance of the Theory proposed by Ajzen and the additional construct focused on the Ecuadorian context. To determine the influence of the factors, we worked with a sample of 756 surveys of undergraduate university students from Ecuadorian universities. It was possible to show that of the constructs established in the model all have a significant relationship with respect to the intention of carrying out postgraduate studies, however, it is considered that the Perceived Value construct as a mediator between the independent variables and the intention as a dependent variable helps better explain the intention of performing an MBA. For this purpose, the evaluation of the aforementioned variable mediation is carried out, concluding that it is a mediating variable since it complies with the evaluation processes. The direct, indirect and total effects of the inclusion of the new variable were also analyzed.
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