Motivation Through Perceived Benefits Leading to the Decision to Study in Thai University for Chinese Students: Case Study of Suan Sunandha Rajabhat University

Abstract

International higher education has become an increasingly competitive landscape, with Thailand implementing policies to transform itself into a premier regional education hub . Chinese students represent the most critical target group for Thai educational services . This research investigated the influence of motivation and perceived benefits on the decision to study in Thailand. The study employed a quantitative survey approach to collect data from 330 Chinese students currently enrolled at Suan Sunandha Rajabhat University ( SSRU) . Data analysis was conducted using Partial Least Squares Structural Equation Modeling PLS - SEM. The results revealed that motivation has a significant positive direct effect on the decision to study (β = 0.325) and a strong impact on perceived benefits (β = 0.612). Importantly, perceived benefits significantly mediated the relationship between motivation and the decision to study as a partial mediator, with a Variance Accounted For (VAF) value of 52.3%. These findings suggest that perceived academic and p ersonal growth gains serve as the vital psychological bridge between a student's internal drive and their actual enrollment commitment.