The impact of users - generated content’s (UGC) perception and key opinion leaders’ persuasion on Chinese students’ motivation and decision to study abroad in Thailand: a case study of Red Platform in China

Abstract

This study aims to investigate the influence of perceived credibility and perceived usefulness of education-related information and persuasion of key opinion leaders in the RED platform on the Chinese users’ motivation and decision to study abroad in Thailand. Based on the mix of purposive and convenience sampling, survey research was conducted with samples who are current Chinese RED online users with study abroad intention aged between 18 and 37 years old. Stepwise Regression Analysis was employed to test the proposed research hypotheses. The findings revealed that: (1) Perceived credibility and usefulness of the information on RED platform significantly influenced the impact of key opinion leaders (KOL) which was accountable at rate of 34.5% in the medium level. (2) Impact of key opinion leaders on RED platform had a significant positive effect on Chinese students' motivation for study abroad, which was accountable at rate of 47.5% in the medium level. (3) The motivation for study abroad had a significant positive effect on the decision to study abroad in Thailand for Chinese students, which was accountable at the rate of 45.2%, in the medium level. In terms of motivation to study abroad, personal growth and career development were found to be significant predictors of Chinese students’ decision to study abroad in Thailand.