A study of Factors Influencing Chinese Students’ Decisions to Pursue Higher Education at Private Universities in Thailand

Abstract

The objectives of this study were to: (1) investigate the factors that influence the decisions of Chinese students to pursue higher education at private universities in Thailand; and (2) investigate guidelines for the development of these influencing factors. A mixed-methods research design comprising two phases was implemented in this investigation. The population and sample in Phase 1 consisted of Chinese students currently enrolled in private universities in Thailand, with particular emphasis on Bangkok and its metropolitan area. Using Yamane's (1970) formula, the sample size was determined to be 389 participants. The research instrument consisted of a five-point Likert scale questionnaire. Semi-structured interviews were conducted with five experts during Phase 2. The data were analyzed using the mean, standard deviation, and percentage. Furthermore, the significant factors were identified and prioritized using multiple regression analysis. Based on the standardized regression coefficients, the results indicated that the following factors influenced the decisions of Chinese students to pursue higher education at private universities in Thailand: (1) personal needs related to security; (2) marketing mix factors related to educational expenses; (3) marketing mix factors related to personnel; (4) marketing mix factors related to university image; (5) personal needs related to social needs; and (6) personal needs related to self-development. The order of these factors was descending. Additionally, the guidelines for improving Chinese students' decision-making about attending private universities in Thailand comprised 18 guidelines and 6 dimensions.

Keywords: Factors Influencing, Chinese Students, Decisions, Private University