Chinese Parents' Decision-Making Factors to Send Their Children to Study in Thailand's International Schools

Abstract

This research aims to discover the factors that influence Chinese parents' decision-making to send their children to study in Thailand's international schools. Currently, more parents in China are delivering their kids to study in Thailand's international school. It's necessary to do this research so that some advice can be given to those Chinese parents who are still thinking about sending their children to study in Thailand's international school. The factors are collected by semi-structured interview, based on three aspects of Theory of Planned Behavior (TPB)–––attitudes toward behavior, subjective norms, and perceived behavioral control. Based on three aspects of TPB, this research found some factors that can be categorized into these three aspects. First, attitudes toward behavior includes cost, distance, education, and culture. Second, subjective norms includes other people's influence. Third, perceived behavioral control includes Chinese parents' financial abilities.