Investigating the Influence of COVID-Related Worry on University Enrollment Intentions: An Application of the Reasoned Action Model

The current study was designed to investigate the influence of COVID-19-related worry and online learning attitudes on enrollment behavior using the Reasoned Action Model. Participants (N = 246) completed measures of other-focused COVID-19 worry, self-focused COVID-19 worry, attitudes, perceived normative pressure, perceived behavioral control, and behavioral intention during the Spring and Summer 2020 academic semesters. Additionally, participants allowed us access to their university records to determine their enrollment status during the Fall 2020 semester. Mediation analysis results indicated the relationship between other-focused COVID-19 worry and enrollment intention was mediated by both perceived normative pressure and perceived behavioral control. Further, behavioral intention was found to share a positive relationship with enrollment behavior. Our discussion focuses on how the findings of the current research can be used to enhance student enrollment and retention.