A study of motivation and attitude among Thai people generation Y toward learning Chinese language and the factors affecting selecting behavior of language institutes in the Chiangmai area.

Abstract

The board aim of this research paper is to determine (1) the motivation and attitude behind the decision making of Thai people choosing to learn Chinese language. (2) The possible influencing factors for the decision to select a specific Chinese language institutes. (3) The strengths and weak points of the existing Chinese language institutes, specifically in the Chiangmai area from the consumer perspective. The research population focuses only on Thai people in the Generation Y age group who live in the Chiangmai area. This paper utilizes a quantitative method approach by an online questionnaire with close-ended questions. The research findings reveal that the people that motivate most of respondents to learn Chinese language is the respondents themselves, and they take responsibility for the tuition fee by themselves as well. For the influential factors for selecting a specific language institute, the most important factor that people consider in the selecting process is the availability of course modules that match their interests. Most respondents are satisfied with their current Chinese language institute, and willing to recommend their language institutes to others.