Tradition, xenocentrism, and innovativeness as determinants of Serbian students' intentions to pursue postgraduate studies abroad: The moderating role of cultural sensitivity

This study examines the effects of traditional value orientation, xenocentrism, and personal innovativeness on Serbian undergraduate students' intention to pursue postgraduate studies abroad, with cultural sensitivity analyzed as a moderating variable. The research is based on a survey conducted in the Republic of Serbia at the end of 2025, comprising a sample of 438 undergraduate students. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) within the SmartPLS 4 statistical package. The results indicate that traditional value orientation exerts a significant negative effect on students' intentions to pursue postgraduate education abroad, while xenocentrism and personal innovativeness demonstrate significant positive effects. Furthermore, cultural sensitivity positively moderates all examined relationships, strengthening the effects of xenocentrism and personal innovativeness and mitigating the negative influence of traditional value orientation. The findings contribute to the literature on international student mobility by integrating cultural values and individual-level characteristics within a unified analytical framework. From a practical perspective, the results suggest that higher education institutions and policymakers should consider students' cultural sensitivity when designing strategies aimed at internationalization and academic mobility. Initiatives that foster intercultural openness and innovativeness may enhance students' readiness to engage in international education, while addressing the constraints imposed by traditional value orientations.