Marisa LaokulrachHuang, Tianyun2025-02-282025-02-282024https://repository.nida.ac.th/handle/123456789/7052Thesis (Ph. D. (Management))--National Institute of Development Administration, 2024In recent years, the vigorous development of China's economy and society has not only brought great enrichment of material life, but also profoundly affected people's concept of education. Under the background of education marketization, parents' educational choices are increasingly diversified. They are no longer limited to the traditional school education mode, but are more active in finding and utilizing various social resources in order to provide a more comprehensive and personalized growth environment for their children. In this trend, art education, as an important part of children's comprehensive development, has gradually received more and more parents' attention and favor. Parents realize that art education can not only cultivate their children's aesthetic taste and creativity, but also improve their comprehensive quality and competitiveness virtually, laying a solid foundation for their children's future development. Therefore, how to choose a suitable art training institution for their children has become an important consideration for many parents in their children's education planning. This paper, through the combination of theory and empirical methods, focuses on five key factors: reputation of training institutions, motivation towards training institutions, attitude towards training institutions, perceived value towards training institutions and customer trust. In this study, parents of students who planned to choose art training institutions for their children in Guizhou Province were selected as research objects, and a total of 457 valid questionnaires were collected. The results show that the reputation of the training institution, the motivation towards training institution, the attitude towards training institution, the value perception towards training institution and the customer trust all have significant positive effects on the behavioral intention of parents to choose the training institution. The findings reveal that all five factors have a significant and positive impact on parents' selection of training institutions. Specifically, attitudes, perceived value, and customer trust directly influence parents' behavioral intentions and indirectly enhance institutional reputation. Parents tend to favor institutions with strong reputations, clear educational objectives, and high-quality services. Trust also emerges as a key factor affecting their choices.192 leavesapplication/pdfengThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.Art educationTPBReputationtext::thesis::doctoral thesis10.14457/NIDA.the.2024.39