The Impact of Chinese Series on Thai Undergraduate Students’ Intention to Learn Chinese

Abstract

This study examined Chinese television dramas influence Thai undergraduates’ intention to learn Chinese, a topic that has received little attention despite the growing popularity of Chinese media in Southeast Asia. Guided by Uses and Gratifications theory and the Theory of Planned Behavior, a quantitative online survey was conducted with Thai undergraduate students who had watched Chinese dramas within the previous six months, during March to September 2025. Participants were recruited through convenience sampling via social media and LINE groups.
An a priori power analysis using G*Power confirmed that the final sample of 167 students was sufficient to detect small-to-medium effects with adequate statistical tool. The questionnaire measured media exposure, attitudes, subjective norms, perceived behavioral control, and learning intention, and all scales showed acceptable reliability (Cronbach’s alpha > .70). Regression analyses indicated that media exposure significantly predicts students’ intention to learn Chinese (R² = .257, β = .511, p < .001***) and positively influences their attitudes toward language study (R² = .324, β = .569, p < .001***). In addition, attitudes (R² = .356, β = .596, p < .001***), subjective norms (R² = .348, β = .590, p < .001***), and perceived behavioral control (R² = .662, β = .814, p < .001***) all significantly predict intention to learn Chinese, with perceived behavioral control being the strongest predictor. These findings showed that Chinese dramas can provide a supportive context for motivating Thai undergraduates to learn Chinese, while also emphasizing that students’ confidence and access to learning resources play a key role in shaping their intentions.