Students' Perceptions of Accounting Profession: Work Value Approach
Students' Perceptions of Accounting Profession: Work Value Approach
www.emeraldinsight.com/1321-7348.htm
ARA
17,2                                               Students’ perceptions
                                                 of accounting profession:
                                                   work value approach
136
                                                            Eleni Germanou and Trevor Hassall
                                     School of Business and Finance, Sheffield Hallam University, Sheffield, UK, and
                                                                               Yanni Tournas
                                                        Department of Business Management,
                                             BMCC/City University of New York, New York, New York, USA
                                     Abstract
                                     Purpose – This purpose of this paper is to introduce a new theoretical framework in order to examine
                                     similarities and differences between accounting major Malaysian and English students. It concerns
                                     attributes and outcomes associated with the accounting profession, and the relationship between
                                     students’ perceptions and intentions to pursue an accounting career.
                                     Design/methodology/approach – A survey research approach has been adopted to investigate
                                     students’ perceptions regarding the accounting profession. The data for this study are collected via
                                     questionnaires completed by Malaysian exchange students visiting a university in England and
                                     students of a major university in England. The results of the questionnaire are then quantitatively
                                     analyzed.
                                     Findings – The results indicate that both groups hold positive perceptions of the accounting
                                     profession and there is a significant correlation between students’ perceptions and their intention to
                                     pursue a career in the profession. The study also identifies that Malaysian and English students hold
                                     differing perceptions concerning the accounting profession’s attributes and outcomes.
                                     Originality/value – This is one of the first accounting education papers using the work value theory
                                     to investigate perceptions regarding the accounting profession by Malaysian students of Chinese
                                     ethnicity and compare these perceptions with the perceptions of students of a major university in
                                     England of English ethnicity.
                                     Keywords Perception, Accounting, Careers, Malaysia, United Kingdom
                                     Paper type Research paper
                                     1. Introduction
                                     Technology, globalisation, new business relationships and the multidisciplinary
                                     economic environment have changed the accounting profession (AP, Walker, 2004).
                                     The AP today requires a new type of professional accountant with diverse knowledge,
                                     skills and competences quite different from those in previous decades. Yet stereotypes of
                                     accountants and the perceptions of, and attitudes towards, the AP, have not changed.
                                     In recent years, there has been a continual decline in enrolments in accounting
                                     programmes in various parts of the world (Albrecht and Sack, 2000, Marshall, 2003,
                                     Jackling, 2002, Wells and Fieger, 2005). The AP has lost its ability to attract top students
                                     resulting in concerns about the future of the AP (Albrecht and Sack, 2001; Marriott and
Asian Review of Accounting           Marriott, 2003; Byrne and Willis, 2005). Several accounting academics argue that the
Vol. 17 No. 2, 2009
pp. 136-148                          perceptions students hold about the AP influence them toward pursuing an accounting
q Emerald Group Publishing Limited
1321-7348
                                     career (Horowitz and Riley, 1990; Cohen and Hanno, 1993; Felton et al., 1995). Hofstede
DOI 10.1108/13217340910975279        (1998) has argued that students from countries with different cultural and stage of
economic development backgrounds have different perceptions of the profession that                    Accounting
may affect their career choice. There is a scarcity of empirical investigations utilising              profession
relevant theoretical frameworks and systematically developed instruments to measure
this perception of the AP. This research investigates differences between accounting
students from different countries concerning their perceptions of the AP.
   In this study, the theory of work values is used to examine the potential students’
perceptions of attributes and outcomes associated with the AP. Work values are                              137
regarded as broad tendencies to prefer certain job characteristics, outcomes or features
of work environments (Super, 1973; Pryor, 1983; Hofstede, 1998), or as desirable modes
of vocational behaviour (Meglino and Ravlin, 1998). Dose (1997, p. 2) summarised and
defined work values as:
   [. . .] standards or criteria for choosing goals or guiding actions relating to work or the work
   environment [. . .] that are [. . .] relatively enduring and stable over time.
This paper uses the theory of work values (Super, 1973) to measure accounting students’
perceptions concerning attributes and outcomes that are associated with the AP.
   This paper, involving students from Malaysia and England, has the following
objectives:
   .
      to explore Malaysian and English accounting students’ perceptions concerning
      attributes and outcomes associated with the AP;
   .
      to identify similarities and differences in the perceptions between the two groups;
   .
      to investigate Malaysian and English students’ overall perception of the AP; and
   .
      to examine the relationships between students’ perceptions and their intention to
      pursue an accounting career.
The remainder of this work is structured with an exploration of prior research on the
perception of the AP, an outline of the theoretical framework and hypotheses for
the study, followed by the research methods used. The results of the statistical analysis
are examined and conclusions drawn.
2. Prior research
Cory (1992), Fisher and Murphy (1995) and Pollock et al. (2002) have argued that the
perception of the AP is a fundamental factor in students’ selection of accounting as an
academic major and as a career. Hermanson and Hermanson (1995) investigated top
business students’ perceptions of the AP and found that the nature of accounting work,
its work environment and associated lack of creativity, were the most important
negative perceptions that influenced their decision not to major in accounting. Other US
studies found that students perceive accounting work as highly precise and thorough,
deterring interest and discouraging creative individuals from pursuing an accounting
major (Saeman and Crooker, 1999; Coate et al., 2003). Chen et al.(2008) found that student
perceptions about accounting change over time during their education, the perceptions
being differentially associated with benefits and costs. Byrne and Willis (2005)
investigated the perceptions of Irish secondary school students, reporting a negative
view of the nature of accounting employment, perceiving it as boring, definite, precise
and compliance-driven. In contrast, Hartwell et al. (2005) reported more positive views of
accounting, claiming that students believed an accounting degree would be useful
ARA    to individuals who wanted challenging work and aspired to be president or CEO of a
       large company. Sugahara and Boland (2006) found that Japanese accounting students
17,2   hold more positive perceptions of their proposed profession compared to those of
       non-accounting business students. Sugahara et al. (2008) found that differences in
       students’ creativity and procedural images of the AP may have influenced students’
       choice of an accounting major in Australia.
138        Pollock et al. (2002) investigated high school counsellors’ perceptions of the profession
       and found it perceived as uninteresting, stressful, time-consuming and not particularly
       rewarding financially. Barsky and Catanach (2001) noted that many students and their
       parents do not understand how the role of accountants has changed from advisor on micro
       accounting matters to a consultant on broad-based management issues.
           On balance, these accounting studies mostly demonstrate negative perceptions,
       using different constructs and measures – such as the characteristics of accountants and
       of the accounting job, stereotypes of accountants, costs and benefits, perceived skills
       required and intentions to pursue the accounting profession – often without any
       theoretical justification (Fisher and Murphy, 1995; Mladenovic, 2000; Chen et al., 2008).
       It appears that what is missing from the research is the measurement of the perception of
       the accounting profession based on a commonly accepted theoretical framework.
           Many researchers in the field of vocational decision making in other disciplines,
       advocate the use of work values as a theoretical framework (Brown, 1995; Kinnier,
       1995; Rokeach, 1973, 1977; Super, 1990; Super and Sverko, 1995).
           Several vocational studies have identified different attributes/work values that
       influence individuals when selecting their ideal job. Work values researchers have
       concluded that the number and type of relevant attributes is associated with the
       specific population under research (Pryor, 1983; Elizur et al., 1991; Hofstede, 1998).
           Zytowski (1970) outlined a range of relevant attributes/work values. Subsequent
       researchers have identified a set of general categories to classify the attributes/work
       values (Elizur et al., 1991; Ros et al., 1999). Ros et al. (1999) classifies the attributes/work
       values into four distinct general categories: extrinsic, intrinsic, prestige (or image) and
       social (or altruistic).
           In the present study these categories have been selected to measure perceptions
       associated with the AP, based on prior accounting research of perceptions
       (Hartwell et al., 2005; Byrne and Willis, 2005; Sugahara and Boland, 2006; Tan and
       Laswad, 2006) and on the theory of work values. These attributes are outlined in
       Table I within each of the four categories.
       3. Hypotheses
       It has been suggested by previous authors that students’ perceptions about the
       accounting profession may differ based on cultural or ethnic origins. To measure
       students’ perceptions of the AP and to identify similarities and differences between two
       ethnic groups, the following null hypotheses were proposed.
          H1-H4 there is no statistically significant difference between Malaysian and
       English accounting students in their perception of the AP associated with:
          H1. The extrinsic category of attributes.
          H2. The intrinsic category of attributes.
          H3. The prestige category of attributes.
                                                                                                    Accounting
Attributes                  Description                                            Category
                                                                                                     profession
Economic Benefits           A concern for obtaining large salary and other         Extrinsic
                            financial rewards from one’s work
Job security                A concern for being able to maintain one’s job         Extrinsic
Work conditions             A concern for the kind of physical environment in      Extrinsic
                            which one works                                                                    139
Advancement/promotion       A concern for promoting oneself                        Prestige
Decision making             A concern for making decisions                         Prestige
Social status               A concern for recognition and status in the eyes of    Prestige
                            others
Interesting nature of job   A concern for doing something interesting              Intrinsic
Personal growth             A concern for learning new things                      Intrinsic
Achievement                 A concern for accomplishing something important        Intrinsic
Autonomy                    A concern for being free from imposed constraints in   Intrinsic
                            the work environment
Self-esteem                 A concern for doing something worthwhile               Intrinsic
Contribution to society     A concern for assisting others and contributing to     Social                     Table I.
                            society                                                            Attributes, description,
Work with others            A concern for friendship and understanding from        Social              and categories
                            those with whom one works                                                     of attributes
4. Research method
4.1 Data collection
The data for this study were collected via questionnaires that were administered to two
different groups of accounting major students attending their final year of study. The
data collection was anonymous. The students participating in the study were given class
time to complete the questionnaires and these were collected immediately upon
completion. The first group consisted of full time Malaysian students who identified
themselves as being of Chinese ethnicity attending the Tunku Abdul Rahman
College (TARC) on exchange during their summer visit at a major university in England.
TARC was founded by the Malaysian Chinese Association, a majority of the students in
the college are of Chinese descent. The questionnaire was also administered to another
group of full time students attending a major university in England. From the collected
questionnaires, we selected the ones completed by students who identified themselves as
being of English ethnicity. Of the total 357 questionnaires collected, 224 were usable.
The unusable questionnaires were completed by students who identified themselves as
belonging to another ethnicity, or the questionnaires were incomplete. The gender,
ethnic and age structure of the sample population is shown in Table II.
ARA                    4.2 The instrument
17,2                   The instrument used in this study to measure the students’ perceptions and intention
                       was developed by Tourna et al. (2006) for business students.
                          The instrument is divided into two sections, as follows:
                          (1) Part I gathered students’ demographic information, i.e. gender, age, ethnicity
                              and family status.
140                       (2) Part II asked students to indicate on a five point Likert scale, from “disagree
                              strongly” to “agree strongly”, the degree to which they related to
                              52 items-perceptions concerning attributes and outcomes associated with the
                              accounting profession (accounting perception scale, APS). An additional five
                              items assessed students’ intentions to follow the accounting profession as a
                              career (accounting intention scale, AIS).
                       4.3 Measures
                       Intention to pursue a career in the AP was measured using the AIS scale. The variable
                       of intention was created using the sum of scores for the five items related to the students’
                       intention to pursue a career in accountancy. The range of possible scores for this, and all
                       following measures, was 1 to 5, midpoint 3. The Cronbach a for the present sample was 0.91.
                           The four categories were operationalised as the perceptions that students held for
                       the AP’s attributes and outcomes as follows:
                           (1) Extrinsic category – of a material nature – mean value of 13 item scores.
                               Cronbach a for the present sample was 0.77.
                           (2) Intrinsic category – feelings that are produced inherently by the accounting job
                               itself – mean value of 23 item scores. Cronbach a for the present sample was 0.84.
                           (3) Prestige category – of a prestige (image) nature – mean value of 12 item scores.
                               Cronbach a for the present sample was 0.83.
                           (4) Social category – a social/affective nature – mean value of four item scores.
                               Cronbach a for the present sample was 0.69.
                       The overall perception was created using the mean value of scores for the 52 items
                       (APS) related to students’ perceptions associated with extrinsic, intrinsic, prestige and
                       social attributes and outcomes of the AP. Cronbach a for the present sample was 0.91.
                       5. Results
                       5.1 Descriptive analysis of questionnaires
                       The analysis of questionnaires suggests that there is positive intention to pursue
                       a career in accounting and a positive overall perception of the AP for the entire sample,
                       and for each ethnic group separately.
Variables 1 2 3 4 5 6 a
1       Intention         1                                                              0.91
2       Perception        0.46 *       1                                                 0.91
3       Extrinsic         0.22 *       0.71 *       1                                    0.77
4       Intrinsic         0.51 *       0.90 *       0.47 *       1                       0.84
5       Prestige          0.31 *       0.79 *       0.39 *       0.59 *   1              0.83
6       Social            0.35 *       0.60 *       0.22 *       0.53 *   0.44 *   1     0.69              Table V.
                                                                                                   Total sample and
Notes: *Correlation is significant at: 0.01 level (two-tailed); N ¼ 224                             intercorrelations
Variables 1 2 3 4 5 6 a
1       Intention         1                                                              0.90
2       Perception        0.53 *       1                                                 0.91
3       Extrinsic         0.28 *       0.68 *       1                                    0.81
4       Intrinsic         0.53 *       0.90 *       0.44 *       1                       0.83
5       Prestige          0.41 *       0.80 *       0.32 *       0.63 *   1              0.79
6       Social            0.22 *       0.45 *       0.20 *       0.50 *   0.48 *   1     0.70             Table VI.
                                                                                                 Malaysian students
Notes: *Correlation is significant at: 0.01 level (two-tailed); N ¼ 137                         and intercorrelations
Variables 1 2 3 4 5 6 a
1       Intention         1                                                              0.88
2       Perception        0.36 *        1                                                0.91
3       Extrinsic         X             0.79 *      1                                    0.75
4       Intrinsic         0.50 *        0.89 *      0.56 *       1                       0.85
5       Prestige          X             0.79 *      0.57 *       0.56 *   1              0.86
6       Social            0.38 *        0.65 *       29 *        0.57 *   0.53 *   1     0.67            Table VII.
                                                                                                   English students
Notes: *Correlation is significant at: 0.01 level (two-tailed); N ¼ 87                          and intercorrelations
ARA
                         English sample                          N ¼ 87      Malaysian sample                  N ¼ 137
17,2
                     1   Intention                            1         Intention                              1
                     2   Economic benefits attribute          0.150     Economic benefits attribute            0.302 * *
                     3   Job security attribute               0.137     Job security attribute                 0.220 *
                     4   Work condition attribute           2 0.075     Work condition attribute               0.104
144                  5   Business decision making attribute   0.110     Business decision making attribute     0.380 * *
                     6   Advancement attribute                0.202     Advancement attribute                  0.310 * *
                     7   Social status attribute              0.120     Social status attribute                0.289 * *
                     8   Autonomy attribute                   0.047     Autonomy attribute                     0.048
                     9   Personal growth attribute            0.317 * * Personal growth attribute              0.297 * *
                    10   Achievement attribute                0.310 * * Achievement attribute                  0.331 * *
                    11   Nature of accounting job attribute   0.519 * * Nature of accounting job attribute     0.389 * *
                    12   Self esteem attribute                0.440 * * Self esteem attribute                  0.551 * *
Table VIII.         13   Work with others attribute           0.349 * * Work with others attribute             0.304 * *
Interrcorelations   14   Contribution to society attribute    0.299 * * Contribution to society attribute      0.207
intention and
sub-dimensions      Note: Correlation is significant at: *0.05 and * *0.01 levels (two-tailed), respectively
                    correlation between intentions and personal growth, achievement, self esteem, work
                    with others and contribution to society attributes. The results for Malaysian students
                    (Table VIII) indicate a strong positive correlation between intention and self esteem,
                    and a medium positive correlation between intention and economic benefits, the nature
                    of the accounting job, achievement, business decision making, advancement/promotion
                    and work with others. These findings indicate that Malaysian students’ intentions are
                    statistically significant with all categories of attributes and with eight attributes and
                    outcomes associated with the AP. In contrast English students’ intentions are
                    statistically significant only with the intrinsic and social categories, and with six
                    attributes.
                    6. Conclusion
                    In general the study indicates that if a student has a positive perception of the AP
                    then that student will be highly likely to have a positive intention to pursue an
                    accounting career, consistent with the findings of Cohen and Hanno (1993), Felton
                    et al. (1995), Marriott and Marriott (2003) and Sugahara et al. (2008). The study
                    provides further evidence of the importance of students’ perceptions of different
                    attributes in making an accounting career choice. Specifically, the intrinsic and social
                    category of attributes were found to relate significantly with the English students’
                    intentions and all four categories were related significantly to the Malaysian students’
                    intentions.
                       The findings reveal important similarities and differences between the two ethnic
                    groups concerning the attributes associated with the AP. Accounting students from both
                    countries are motivated to pursue the profession mainly based on their perceptions about
                    the opportunities for work with others, career advancement and the interesting nature of
                    the accounting job, confirming the emphases of Saeman and Crooker (1999), Coate et al.
                    (2003) and Byrne and Willis (2005). Furthermore, perceptions concerning business
                    decision making, self esteem and job security seemed to be important motivators.
Interestingly, both Malaysian and English students perceive the accounting job as                  Accounting
stressful, that accountants work under difficult working conditions (pressure and stress),          profession
follow instructions from others and work with strict deadlines for the completion of
accounting assignments (Pollock et al., 2002). An interesting direction for future research
would be to investigate the reasons for this common negative perception among groups of
students with diverse geographical and cultural backgrounds.
    This study indicates that students with diverse cultural and ethnic backgrounds can                  145
differ with respect to their personal perceptions about the AP, consistent with the
findings of Hofstede (1986), Tan and Laswad (2006) and Sugahara et al. (2008). English
students perceived that the AP is more associated with economic benefits, achievement
and contribution to the well-being of society; whereas Malaysian students perceived that
the profession offers opportunities for job security, advancement and an interesting job.
These findings generally accord with the research of Auyeung and Sands (1997) and Tan
and Laswad (2006).
    The research confirms the expectation that students will be influenced by a broad
range of perceived attributes and outcomes of the profession. This suggests the
importance of accounting educators and practitioners actively promoting the whole
range of outcomes (extrinsic, intrinsic, prestige and social) to prospective and current
students in order to positively influence their overall perception, thereby attracting
individuals with creative, analytical and leadership skills into the AP.
    There are some limitations in this study. Participants used in the present study
comprise a relatively small sample of accounting students, and the study was based on
self-reported answers which may be subject to social desirability bias.
    Several directions for future research are suggested by this study. Researchers can
utilise the proposed framework to examine how student perceptions evolve during the
different stages of their educational life (high school, university) and how student
perceptions affect vocational constructs and outcomes about the accounting career
choice. Additionally, it will be important to identify the reasons why students acquire a
neutral or negative intention to pursue the AP, and the reasons why students choose to
pursue an accounting degree even though they have no intention to pursue the AP as a
career choice. It is also desirable to shed some light on how cultural, business/economic
conditions and socio-political system differences, influence the formation of perceptions
held by students and accountants in the international business sphere.
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