Abstract
Lifelong learning is an option to fulfil societal needs in order to create a dynamic society. The rising in participation in lifelong learning programmes contributed due to the pressure of globalization and technologies in Malaysia’s changing demography. Therefore, this study aimed at identifying the factors that influence the intention of the Malaysian working adults towards lifelong learning and to develop marketing strategies for Malaysian education providers. The foundation of this study is based on the Theory of Planned Behaviour. However, two additional variables were included as the extension to the current model which is trust and perceived usefulness. This research was designed as a cross-sectional field survey, where questionnaire were used for data collection. The target population for this study were the Malaysian working adults who are working in different organizations within the Klang Valley area. The sample size for this research is 210. The hypothesized path analysis was conducted through the Structural Equation Modelling (SEM). All the hypotheses were accepted due to the fact that they were statistically significant. The study provides the management of lifelong education centre an insight to develop effective marketing strategies to satisfy that value of potential customers. The findings will also be beneficial to government agencies, policy maker and higher education practitioner by creating insight into adult learner perception and building intentional behaviour to purchase the product. Finally, limitations were discussed and future study direction is proposed.
Highlights
Education has been considered as a means for providing community with new socialized members, transmitting the social value to children and youths and preparing them for the future to undertake a social role in the form of a profession (Macfarlane, 1998)
The rising in participation in lifelong learning programmes contributed due to the pressure of globalization and technologies in Malaysia’s changing demography (Ali, 2015)
This study identifies the factors of Malaysian working adults’ intention towards lifelong learning with the relevant attributes of attitude, subjective norms, perceived behaviour control, trust and perceived usefulness
Summary
Education has been considered as a means for providing community with new socialized members, transmitting the social value to children and youths and preparing them for the future to undertake a social role in the form of a profession (Macfarlane, 1998). This is where the formal education ended with the context that education and learning process is all about optimal social reformations and is meant to be ended after it is no longer necessary (Crowther, 2004; Ladson-Billings & Tate IV, 1995). By making appropriate selection in lifelong education, society can consider under certain circumstances that new knowledge adoption will make the difference in influencing its future rather than merely wait for the inevitable to occur (Head, Hoeck, & Garson, 2015)
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