MOTIVATIONAL FACTORS FOR CHINESE STUDENTS' SATISFACTION AND WILLINGNESS TO STUDY MANAGEMENT MAJORS IN THAI UNIVERSITIES

Abstract

This study explored the factors influencing Chinese students' satisfaction with their management studies and their intention to pursue further studies at Thai universities. Drawing on a variety of theoretical perspectives, including expectancy-confirmation theory, self-determination theory, push-pull theory, intercultural adaptation theory, and social support theory, the study constructed a comprehensive framework that integrates external factors (perception of safety, university reputation, social support, infrastructure, and economic factors) with internal factors (academic preparation, language proficiency, and cultural adaptability). The framework used student satisfaction as a mediating variable and student intention to pursue further studies as the outcome variable.

The results showed that internal factors, particularly academic preparation, language proficiency, and cultural adaptability, had a greater impact on student satisfaction than external factors. Among the external factors, only infrastructure and economic factors significantly influenced student satisfaction, while perception of safety, university reputation, and social support had no significant impact. Furthermore, student satisfaction strongly predicted students' intention to continue and recommend their university, highlighting its key mediating role. Interview data further confirmed that while students valued affordability and adequate facilities, their overall satisfaction was primarily determined by academic preparation, language proficiency, and cultural adaptability.

This study provides new empirical evidence on the dynamics of student satisfaction and intention in international higher education, offering theoretical advancements and practical guidance for universities committed to enhancing the learning experience of Chinese students in Thailand.