The relationship between Thai students' choices of international education and the influence from peers and student recruitment agencies: An empirical study

Abstract

This paper explores the relationship between influencing factors from peers and agents on Thai students' choices of international education. The study classifies choices of international education into the decision to study abroad, choice of country, city, academic program, and university. The influences from peers and agents are identified as information, persuasion, and competition. The results indicate that agents exert a stronger influence than peers on Thai students' choices of international education. There is a significant positive relationship (p<.01) between choices and influencing factors, however, the degree of associations between variables are mixed. The decision making-process of international students is complex and involves various stakeholders. This information affords protagonists marketing Australian education a better understanding of choices made by international student