Factors Influencing Chinese Students’ Decision to Study in Thai Universities: A Case Study of Suan Sunandha Rajabhat University

Author(s) :

Wisuthtinath Wipakkitanan
College of Innovation and Management, Suan Sunandha Rajabhat University

Akramanee Somjai
College of Innovation and Management, Suan Sunandha Rajabhat University

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Abstract :

This research aims to investigate the factors influencing the decision-making process of Chinese students to study in Thai universities, with a specific focus on Suan Sunandha Rajabhat University in Bangkok. Through a survey involving Chinese student that enrolled Chinese students, the study identified significant influences: university image and reputation, perceived value in facilities, and student expenditure. Research finding found that their decision-making factors regarding studying in Thailand were explored using a structured questionnaire covering university image, perceived facilities value, and student expenditure. Analyzed through multiple regression at a 0.05 significance level, the results highlighted those factors influenced Chinese students' perception of decision-making to apply in Thai universities. Factors like academic image, perceived value, Student costs, and Academic advertising were examined. The analysis revealed that these factors collectively of students' decision-making. Overall, the study found that Academic advertising, Student costs, and Academic image significantly influenced Chinese students' decisions to study in Thai universities, with Academic advertising having the strongest impact. Specifically, a higher Academic advertising score correlated with a greater likelihood of Chinese students choosing a Thai university, followed by Student costs and Academic image. These findings highlight the critical role of these factors in shaping Chinese students' preferences for Thai universities.

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