What attracts young talents? Understanding the migration intention of university students to first-tier cities in China

In recent years, China has witnessed fierce competition for talents among cities. There is evidence that China's first-tier cities are losing their appeal young due to the soaring housing prices and high living costs in cities, as well catch-up of next-tier Therefore, uncovering what factors drive develop important policymakers maintain enhance attractiveness Most previous research on talent migration focused demographic socioeconomic factors, while little examined influence psychological factors. By adopting Theory Planned Behavior (TPB), this paper aims explore beliefs background university students' intention after graduation. Using data we collected from 1242 students across China, found two-thirds have a city The Structural Equation Modeling (SEM) results show intentions were most influenced by attitudes, followed subjective norms perceived behavioral control (PBC). Specifically, such realizing future dreams, better job opportunities, higher wages shape positive attitudes towards developing supports family, friends, teachers, classmates contribute contrast, perceptions prices, costs, family ties discourage Furthermore, being male, non-only child, studying attending higher-ranking universities influences through mediating effects TPB constructs. Policy implications discussed help attract graduates. • brain drain become serious deterrent sustainable development Chinese 64% surveyed Attitude, norm, behavior together explained 53% variance students’ city. Some beliefs, normative significant indirect effect influencing attitude, respectively. Students who study higher-ranked greater than counterparts.