DUY TAN UNIVERSITY INTERNATIONAL SCHOOL graduate thesis RESEARCH ON FACTORS AFFECTING PARENTS CHOICE TO LEARN ENGLISH ONLINE FOR THEIR CHILDREN AT MAI HOUSE ENGLISH Majors BUSINESS ADMINISTRATION PSU.
I DUY TAN UNIVERSITY INTERNATIONAL SCHOOL GRADUATE THESIS RESEARCH ON FACTORS AFFECTING PARENTS' CHOICE TO LEARN ENGLISH ONLINE FOR THEIR CHILDREN AT MAI HOUSE ENGLISH Majors : BUSINESS ADMINISTRATION- PSU Instructor : Huynh Linh Lan MBA Student : Pham Vu Linh Chi Class : K25PSUQTH6 ID : 25202100971 Da Nang, 2022 II ABSTRACT The topic "Research on factors affecting parents' choice to learn English online for their children at Mai House English" was carried out from September 2022 to December 2022 The objective of the study is: To propose measures to increase the ability to meet and satisfy the needs of the majority of parents and students Thereby growing revenue for the center The primary survey was conducted through interviews with samples of 250 customers by Google form The purpose of this primary survey is to collect information for the research process Exploratory factor analysis (EFA) was used for the preliminary evaluation of the scales and linear regression analysis was performed to test the relationship between independent variables and dependent variable I use SPSS 20.0 software to process the data in this step The analysis results have confirmed that the factors Convenience, Affordability, Social Influence, Suitability for Children, and Learning Environment, have a direct influence on the customer's choice intention However, one factor in the initial factors that not affect the parents' choice decision is the factor "Teaching quality" III DISCLAIMER I certify that the attached thesis is my original work No other person’s work has been used without due acknowledgment Except where I have l clearly stated that I have used some of this material, it has not been presented by me for examination in any other course or subject at this or any other institution I understand that the work submitted may be reproduced and/or communicated for the purpose of detecting plagiarism I understand that should this declaration be false, I am liable to be penalized under the Duy Tan University regulations Signature: Date: IV ACKNOWLEDGMENT It's time to put my knowledge to use after my time in school I decided to write my graduation thesis as a knowledge summary Teachers, family, and friends provided me with invaluable advice and support as I wrote this thesis I would like to begin by expressing my sincere gratitude to my teacher Huynh Linh Lan, MBA, for her enthusiastic advice and support throughout the completion of my graduation thesis I also want to express my gratitude to the teachers who worked hard to pass along significant information that will both serve as the basis for the thesis-writing process and serve as a guide for the future I also want to express my gratitude to Duy Tan University's administration and departments for providing the necessary resources so that I could benefit from the chance to learn and develop in a conducive environment I want to express my gratitude to Mai House English center for allowing me the chance to work, practice, and research to develop ideas and suggestions for the center I also want to express my gratitude to my family and friends for helping me finish my thesis Capacity restrictions and research-process flaws exist in my thesis I'd like to pay attention and take in the teacher's criticism to expand and better my knowledge Finally, I'd like to wish the faculty members of the Duy Tan University Board of Directors and functional departments good health and professional success Thank you sincerely! V TABLE OF CONTENTS ABSTRACT I DISCLAIMER II ACKNOWLEDGMENT III TABLE OF CONTENTS IV LIST OF TABLES VII LIST OF FIGURES IX CHAPTER 1: INTRODUCTION .1 1.1 Statement of the problem 1.2 Specifying research objective 1.3 Research questions 1.4 Research scope and subject .2 1.4.1 Research scope 1.4.2 Research subject 1.5 Research Methods 1.5.1 Data collection method .2 1.5.2 Data analysis method .3 1.6 Structure of the research 1.7 Overview about research papers SUB-CONCLUSION CHAPTER CHAPTER 2: LITERATURE REVIEW 2.1 General theory 2.2.1 Definition 2.2.2 Theoretical basis for research model .7 2.2 Previous research 11 2.3 Proposed research model .16 SUB-CONCLUSION CHAPTER 22 CHAPTER 3: COMPANY INTRODUCTION AND RESEARCH METHODOLOGY 23 3.1 Comapany introduction 23 3.1.1 History of formation 23 3.1.2 About Mai House English .23 3.1.3 Courses in Mai House English .24 VI 3.2 Data collection .24 3.2.1 Secondary data 24 3.2.2 Primary data 25 3.2.2.1 Qualitative method 25 3.2.2.2 Quantity method .26 a) Building the scale 26 b) Data analysis 29 3.3 Sample selection .31 3.4 Designing questionnaire 31 SUB-CONCLUSION CHAPTER 32 CHAPTER 4: RESEARCH RESULTS 33 4.1 Descriptive samples 33 4.1.1 Gender group 33 4.1.2 Age group 33 4.1.3 Education level group .34 4.1.4 Occupational group 34 4.1.5 Total income group 35 4.2 Testing the reliability .36 4.2.1 Testing the reliability of the scale for the Convenience factor 36 4.2.2 Check the reliability of the scale for the Affordability factor .36 4.2.3 Testing the reliability of the scale for the Teaching quality factor .37 4.2.4 Testing the reliability of the scale for Social influencing factor 37 4.2.5 Checking the reliability of the scale for the Suitability for children factor 38 4.2.6 Testing the reliability of the scale for the Learning environment factor 39 4.2.7 Testing the reliability of the scale for the dependent variable (Parents’ choice) 39 4.3 Customer contemplations about factors 40 4.4 Exploratory factor analysis 41 4.4.1 Exploratory factor analysis for independent variables .41 4.4.2 Exploratory factor analysis for dependent variables 43 4.5 Correlation analysis .44 4.6 Linear Regression 45 4.7 The reason why parents don't intend to let children learn English online .46 SUB-CONCLUSION CHAPTER 48 VII CHAPTER 5: RESEARCH PROPOSAL .49 5.1 Suitability for children 49 5.2 Learning environment 50 5.3 Social influence .50 5.4 Affordability 51 5.5 Convenience 51 5.6 Teaching quality .51 REFERENCES X APPENDICES XII VIII LIST OF TABLES NUMBER NAME PAGE 2.1 Comparison of previous research 16 3.1 The observed variables of Convenience factor 26 3.2 The observed variables of Affordability factor 26 3.3 The observed variables of Teaching quality factor 27 3.4 The observed variables of Social Influence factor 27 3.5 The observed variables of Suitability for children factor 28 3.6 The observed variables of Learning Environment factor 28 3.7 The observed variables of Parents’ choice factor 29 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 The result of testing the reliability of the scale for the Convenience factor The result of testing the reliability of the scale for the Affordability factor The result of testing the reliability of the scale for the Teaching quality factor The result of testing the reliability of the scale for Social influencing factor The result of testing the reliability of the scale for the Suitability for children factor The result of testing the reliability of the scale for the Learning environment factor The result of testing the reliability of the scale for the Parents’ choicefactor Contemplations about factors The result of Exploratory factor analysis for independent variables 36 36 37 38 38 39 39 40 42 IX 4.10 The result of Exploratory factor analysis for dependent variables 42 4.11 The result of Correlation analysis 44 4.12 The result of Linear Regression 45 X LIST OF FIGURES NUMBER NAME PAGE 2.1 Factors influencing buying behavior 2.2 The buying decision process 2.3 The unified theory of acceptance and use of technology 10 2.4 The theory of reasoned action (TRA or ToRA) 11 2.5 2.6 2.7 The research model of Cunqi Han, Liqun Liu, and Siyu Chen The research model of Nguyen Tat Huu The research model of Le Giang Nam and Dang Thi Yen Nhi 12 13 14 2.8 The research model of Nguyen Vu Giang 15 2.9 Proposed research model 19 4.1 Diagram of Gender 33 4.2 Diagram of Age 34 4.3 Diagram of Education level 34 4.4 Diagram of Occupational 35 4.5 Diagram of Total income 35 4.6 Diagram of the reason why parents don't intend to let children learn English online 47