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The Propensity To Continue Service Internationalization - A Model Of Planned Behavior


  • Wetzels,Martin
  • Ruyter,Ko,de
  • Patterson,Paul G.
  • Pauwels,Pieter



The present study investigates the propensity to continue internationalization by experienced international service providers. Enhancing the cognitive-behavioral root of internationalization process theory (Johanson and Vahlne 1977; 1990), this paper builds upon Ajzen’s (1991) theory of planned behavior. Consistent with the latter theory, the propensity to continue service internationalization is modelled as behavioral intention that results from (1) an overall attitude towards internationalization, (2) structural and strategic behavioral norms, and (3) inhibiting factors that exert behavioral control upon propensity. Using partial least squares analysis, a propensity model is tested on a sample of 193 international service providers. The results suggest that our model explicates and enhances the cognitive/affective character of internationalization process theory.

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  • Wetzels,Martin & Ruyter,Ko,de & Patterson,Paul G. & Pauwels,Pieter, 2003. "The Propensity To Continue Service Internationalization - A Model Of Planned Behavior," Research Memorandum 052, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
  • Handle: RePEc:unm:umamet:2003052

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    1. Oliver, Richard L & DeSarbo, Wayne S, 1988. " Response Determinants in Satisfaction Judgments," Journal of Consumer Research, Oxford University Press, vol. 14(4), pages 495-507, March.
    2. Otto Andersen, 1993. "On the Internationalization Process of Firms: A Critical Analysis," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 24(2), pages 209-231, June.
    3. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. " The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Oxford University Press, vol. 15(3), pages 325-343, December.
    4. N Capar & M Kotabe, 2003. "The relationship between international diversification and performance in service firms," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(4), pages 345-355, July.
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