DOI: 10.14457/tu.the.2017.550
title: Analyzing the process of decision-making of mainland Chinese students in choosing higher education in Thailand

description: The focus of this study is to analyze the psychological motives in the process by which mainland Chinese students selected Thailand as their study destination, using the Theory of Planned Behaviour (TPB).Previous research has identified the push–pull factors and features that influence a student’s choice of study-abroad destination (Bodycott, 2009). This study will extend our understanding of the selection process by examining the distinctive case of mainland Chinese students in Thailand: what kinds of motives do mainland Chinese students rate as most and least important when considering Thailand as a study-abroad destination?  This is the first such study to focus on Southeast Asia, especially Thailand. This thesis will also provide support for custom-tailored international higher-education marketing plans for Thai universities and international education brokers.There is still insufficient research on understanding the decision-making process in students’ international university choice (Moogan et. al., 2001; Veloutsou, et al. 2005; Maringe, 2006; Cubillo et. al., 2006). Understanding these influences can help marketers mix the proper strategies for the right products in order to satisfy consumer needs (Nicosia, 1966; Engel, Kollat and Blackwell, 1968; Bettman, 1979; Howard and Sheth, 1969).The Theory of Planned Behavior (TPB) has not been widely used in Chinese contexts where the different cultural values of Taiwan, Macau and Hong Kong might have  significant   impacts  upon  behavior.  This  study  is  the  first  to  explore   theapplicability of the TPB to the transnational higher education marketing of mainland Chinese students in a Thailand context.Firstly, a broad literature review was done to learn what factors are important in such decisions.Then interviews were conducted to find out what kinds of factors contemporary mainland Chinese students consider integral to the process of selecting a study destination. This was a small-sample  survey of  current  undergraduate  Chinese students in Thailand. Selection factors identified in the interviews were used to compose questionnaires.Next, a questionnaire survey was conducted to take a more quantitative approach to assessing these factors and trying to understand what kinds of factors were important to the students as part of their decision-making process. Conclusions can be used as recommendations for Thai Higher Education Institutions (HEI) and international brokers to plan strategies to recruit Chinese students.Overall this thesis will follow a deductive approach where the theoretical concepts play a larger role than data gathered. However, the data will prove useful in some of the hypotheses, so there will be some parts where the discrete factors themselves will be discussed with an inductive approach.Generally, there are three levels of choice when a student is considering international education. First the student has to decide whether to study abroad or not;secondly, if studying abroad, she or he has to consider the country; lastly, she or he has to choose a specific institution. Recent research has confirmed that prospective students choose first the study destination nation and then the institution (Srikatanyoo and Gnoth 2002). This research distinguishes these three levels but it focuses on the choice of Thailand as the national study destination.