Factors Influencing Chinese Students’ Enrollment Decisions at Thai Private Universities

Abstract

This article aimed to (1) examine the influence of personal factors, individual reasons, institutional image, and curriculum-related factors on Chinese students’ decisions to pursue higher education at Thai private universities; (2) analyze the relationships among these variables; (3) investigate causal effects using multiple regression analysis; and (4) synthesize strategic recommendations. A mixed-methods design was employed, grounded in theories of personal reasoning, curriculum, institutional image, decision-making, and SWOT and TOWS matrix frameworks. The research was conducted in Thai private universities with a sample of 381 Chinese students selected through convenience sampling. Two instruments were utilized: a questionnaire and a structured interview. Quantitative data was analyzed using descriptive and inferential statistics, while qualitative data was examined through thematic content analysis and narrative description. The findings revealed that (1) curriculum-related factors were prioritized most highly, followed by institutional image and personal reasons; (2) independent variables demonstrated strong correlations with decision-making (r = 0.758–0.876; p < 0.001); (3) the regression model was robust (R = 0.884; R² = 0.782; F = 449.693; p < 0.001), with curriculum exerting the greatest influence (β = 0.621; p < 0.001); and (4) SWOT/TOWS synthesis suggested that universities should leverage curriculum strengths and partnerships with Chinese institutions to develop proactive strategies and specialized support services to mitigate risks and barriers. The key insight is that curriculum quality and alignment serve as the primary drivers of decision-making, while institutional image reduces uncertainty, and personal reasons exert a positive but secondary influence.