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Factors Influencing the Decision-making of Chinese People in choosing an overseas educational consultation firm in Beijing |
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| รหัสดีโอไอ | |
| Creator | Chunhui Na |
| Title | Factors Influencing the Decision-making of Chinese People in choosing an overseas educational consultation firm in Beijing |
| Contributor | Poompichai Tarndamrong |
| Publisher | Assumption University Press |
| Publication Year | 2567 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 16 |
| Journal No. | 2 |
| Page no. | 277-285 |
| Keyword | Marketing mix, Brand trust, Brand images, Decision-making, Choosing services from overseas |
| URL Website | http://www.assumptionjournal.au.edu/index.php/Scholar/article/view/7265 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | The objectives of this study were (1) to study the market mix factors influencing the decision-making of Chinese people in choosing an overseas educational consultation firm in Beijing, (2) to study the brand trust influencing the decision-making of Chinese people in choosing an overseas educational consultation firm in Beijing, and (3) to study the brand image influencing the decision-making of Chinese people in choosing the service from an overseas educational consultation firm in Beijing. The sample used in this study was 300 Chinese people living in Beijing. To identify suitable samples, the convenience sampling strategy was employed. The main data collection instrument in this study was a set of questionnaires. Statistics such as Frequency, Percentage, Mean, and Standard Deviation were utilized during the data analysis process. Additionally, the Partial Least Squares Structural Equation Modelling (PLS-SEM) Method was applied using the Adanco program. This study reports that marketing mix factors, brand trust, and brand image affect the decision-making of Chinese people in choosing the service from an overseas educational consultation firm in Beijing at the statistically significant level of .001 with a predictive power of 78.9 percent. |
