在中國大陸的跨國高等教育發展過程當中，衍生出一種由中方大學主導，引入外方高等教育機構之師資、課程等資源，嵌入中方大學內部一併來進行招生、授課的稱作「中外合作辦學項目」的辦學方式。全球對於跨國高等教育之關注度，特別是在疫情之後其走向，持續升高；且多數視此為一種對比傳統留學富有彈性的措施。
本研究之目的，為涉入過往研究忽略的一個大背景，即大陸大學招生錄取機制，結合計劃行為理論之框架釋義各項操作性定義，自編問卷並在全大陸四個地區進行發放，在總計746份的樣本數據的佐證下，採用結構方程模式（SEM）作為分析工具，探究報考此類辦學方式人士之動機。研究結果發現：
一、主觀規範對報考態度、知覺行為控制有顯著的正向影響。
二、報考態度對知覺行為控制、報考動機有顯著的正向影響。
三、知覺行為控制對報考動機有顯著的正向影響。
四、在報考態度為自變量，知覺行為控制為中介，因變量為報考動機的模型中，結合「家庭年收入」及「高考水平」作為調節變項可得知，高中生所在的家庭年收入，對其知覺行為控制與報考動機之關係具調節效果。
據以上發現，本研究亦對涉及項目之相關利害關係人進行建議。

In the development of transnational higher education on China’s mainland, a type of schooling called " Chinese-Foreign Cooperation in Running Schools, CFCRS " has emerged, in which China’s universities take the lead, with brought-in foreign faculties and curricula to carry out admission and teaching in China’s universities. Global interest in transnational higher education, especially in the aftermath of the epidemic, continues to grow and is mostly seen as a more resilient measure than traditional overseas study.
The purpose of this study was to investigate the motivation of those who have enrolled in this type of schooling by using a structural equation model (SEM) as an analytical tool, with a total of 746 samples, to address a major context that has been overlooked in previous studies, namely, the admissions mechanism of universities in China’s mainland, and by combining the operational definitions of the framework of the Theory of Planned Behavior. The following are the results.

1. Subjective norms have a significant positive effect on the attitude towards application and perceptual behaviour control.
2. There is a significant positive effect imposed by attitude on perceptual behavioural control and application motivation.
3. There is a significant positive effect of perceptual behavioural control on application motivation.
4. In the model with attitude toward applying for the examination as the independent variable, perceptual behaviour control as the mediator, and the dependent variable as the motivation to apply for the examination, we can see that the annual family income of high school students has a moderating effect on the relationship between perceptual behaviour control and motivation to apply for the examination. The relationship between perceptual behavioural control and motivation to take the entrance examination is moderated by the annual family income of the high school students.

Based on the above findings, the study also makes recommendations to the relevant stakeholders involved in the project.

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