What drives students’ intention to take marketing majoring? An empirical investigation of the critical factors

摘要

The objective of the research is to examine the relationship among intrinsic motivation, variety of career,udintroductory unit of marketing course and intention to adopt marketing majoring among first-year undergraduateudbusiness students in Malaysia. A total 184 questionnaires were collected via convenience sampling fromudundergraduate students from public and private universities located in Klang valley and Selangor in Malaysia.udRegression analysis was applied to access the relationship between the proposed variables. The findings revealedudthat all three factors namely, intrinsic motivation, variety of career and introductory unit of marketing courseudwere found to have a statistically significant influence on intention to adopt marketing majoring.