The impact of perceived values on Chinese international students’ decisions to study at a Thai higher education institution

In the ASEAN region, the number of Chinese International Students (CISs), especially in Southeast Asian countries like Thailand, has been steadily increasing.In 2023, there were more than 17,000 CISs studying in Thailand.What are their perceived values (PVs), and how do these PVs influence CISs' the choice of studying at Thai higher education institutions (THEIs) as their destination for studying abroad?Based on these questions, this study uses Panyapiwat Institute of Management (PIM) as an example to deeply analyze the impact of PVs of CIS and their relationship with study decisions (SDs).Based on existing literatures, this research primarily establishes a conceptual model by analyzing the PVs of CISs towards PIM and their SDs.Data were collected through a questionnaire survey of CISs at graduate-level CISs at PIM. Structural Equation Modeling (SEM) was employed to analyze and validate hypotheses.The key research finding is that all five dimensions of PVs (i.e.institution reputation, living conditions, admission procedures, education system, employment opportunities) have a positive impact on CISs' SDs.