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

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.