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The number of students pursuing graduate qualifications has increased, especially in Asian countries and cities, such as China, Macao and Hong Kong. This paper examines the intent to pursue further studies among Chinese students according to the theory of planned behavior. Based on responses from 321 final-year students in higher education institutions in Macao, Hong Kong and mainland China, path analysis shows that subjective norm, perceived behavioural control and attitude toward graduate studies owing to intrinsic motivation significantly affects the intent to pursue further studies. The paper also identifies the important attributes that influence students’ choice of a graduate programme. These findings can help higher education management improve the effectiveness of graduate recruitment and address the concerns of Chinese students.