Research on factors affecting parents choice to learn english online for their children at mai house english

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.

INTRODUCTION

Statement of the problem

The COVID-19 pandemic has significantly impacted social life and transformed various sectors, including education, which shifted predominantly to online methods to ensure safety As English language development remains a top priority for parents worldwide, many countries have adopted online English learning programs during the pandemic Experts predict that online education will continue to grow and play a vital role in the future, offering students access to quality education anytime and anywhere at a lower cost.

In the 4.0 era marked by global economic integration, English has become a vital communication tool, prompting parents to increasingly prioritize their children's English education The rapid development of information technology, especially following the Covid-19 pandemic, has made online English learning more accessible and popular among families At Mai House English, a recent research study explored the key factors influencing parents' decisions to choose online English learning for their children, highlighting the growing importance of digital education in language acquisition.

Research at Mai House English explores the key factors influencing parents' decisions to enroll their children in online English courses Understanding why parents choose or hesitate to adopt online learning helps us identify their core needs and preferences These insights enable us to tailor our services effectively, enhancing customer satisfaction and course offerings By analyzing these factors, Mai House English aims to provide targeted solutions that meet parental expectations and improve the overall learning experience for children.

Specifying research objective

Recognizing the factors affecting the choice of parents, the center can adjust the factors that affect the behavior of customers when choosing a course at Mai

Research questions

There are two questions for this factor:

What factors influence parents' choice for their children to learn English online?How much influence do these factors have on parents' decisions?

Research scope and subject

- Research period: September 10, 2022, to December 10, 2022.

- Research scope: Mai House English center.

Data on this topic are gathered from multiple sources, including Mai House Co., Ltd.'s reports, expert research, online resources, and student investigations This comprehensive research primarily focuses on customer insights and feedback, collected from clients who have experienced services at Mai House English.

Research on parents of children aged 5-10 years who have been studyingEnglish at Mai House English.

Research Methods

The study uses both primary and secondary data

Secondary data is collected and aggregated from reports of specialized units or compiled from reputable articles on related fields

Primary data was collected through a convenient sampling method with respondents who had children 5-10 years studying at Mai House English interview, direct observation use of open-ended questions.

The sequence of data analysis is as follows:

Step 1 - Receive the answer sheet, clean the information, encode the necessary information in the answer sheet, and enter and analyze the data using SPSS 20.0 software.

Step 2 - Conduct descriptive statistics of the collected data.

Step 3 - Conduct the evaluation Reliability of the scale by Cronbach Alpha analysis.

Step 4 - Analyze the scale by Exploratory Factor Analysis.

Step 5 - Perform Pearson correlation analysis and perform regression analysis.

Structure of the research

Introduction to the research background, research objectives, scope, time and research methods.

Introduction to the theoretical basis, reference models and previous studies. From there, a model is proposed to study the factors affecting parents' decision to let their children learn English online.

Chapter 3 : Company introduction and research methodology

This article provides a comprehensive overview of the business and research methods used to develop and assess the measurement scale It details the process of constructing the scale, evaluating its validity and reliability, and conducting rigorous testing to ensure accurate measurement of the targeted concepts The study further involves testing the model's fit to ensure its appropriateness and verifying the proposed hypotheses These steps collectively ensure the robustness and credibility of the research findings, supporting insightful analysis and informed decision-making in the business context.

The research results demonstrate a comprehensive analysis of the collected data, confirming the validity and reliability of the research scale Evaluation and testing of the research model indicate its suitability in explaining the studied phenomena Additionally, hypothesis testing validates the proposed relationships within the model, providing robust evidence to support the research conclusions.

Chapter 5 : Research proposal pandemic, online learning is not new and is expected to develop even more strongly in the future I carried out research with the aim of systematizing the theoretical basis of factors affecting parents' decisions, assessing the factors affecting their decisions and determining the importance of parents' decisions each factor influencing the decision.

Currently, this topic is quite new, not too many authors have done the research, and only studies with similar content have been carried out.

A study by Nguyen Tat Huu investigates the factors influencing the decision to use online English learning services in Vietnam among individuals aged 16 to 35 The research identifies four key factors impacting customer choices, with "Price" being the most influential, followed by the "Ease of use" of the platforms These insights highlight the importance of affordable pricing and user-friendly interfaces in attracting Vietnamese learners to online English education.

Nguyen Vu Giang's study in Ho Chi Minh City identifies key factors influencing decision-making in choosing an English center for children, highlighting the importance of convenience and social influence The research emphasizes that attitude, subjective norms, interest, and perceived usefulness significantly impact parents' preferences These factors suggest that ease of access and societal opinions play crucial roles in shaping the choices of parents seeking quality English education for their children Understanding these influences can help educational institutions tailor their strategies to better attract prospective students.

Ho Chi Minh City's educational landscape is significantly shaped by various key factors, including the institution's reputation, the quality of teachers, and tuition policies that influence student enrollment Convenient location accessibility and effective marketing communication activities play crucial roles in attracting students, while the influence of reference groups and word-of-mouth recommendations cannot be underestimated Additionally, the unique features of each educational center and their infrastructure quality further enhance their attractiveness and competitiveness within the city.

A study titled “Factors affecting parents' intentions towards online learning choices of primary school students during and after the COVID-19 pandemic in China,” conducted by Cunqi Han, Liqun Liu, and Siyu Chen, explores the key influences on parental decisions regarding online education through qualitative research The study confirms previously identified factors and introduces two new elements: the continuity of online learning and the risk of developing learning attitudes, though their overall impact on parents' intentions appears less significant than initially anticipated This research provides a foundation for understanding parental preferences in online education, which will be further examined through subsequent literature review in the next chapter.

LITERATURE REVIEW

General theory

Online learning, also known as “e-learning,” is a form of education that occurs over the Internet, providing versatile and accessible learning opportunities As a subset of “distance learning,” online education encompasses any educational activity conducted remotely, outside the traditional classroom setting, making it an increasingly popular choice for students worldwide (Joshua Stern, Ph.D).

Online learning refers to the use of a variety of electronic media and communication technologies such as computers, websites, video conferencing, or virtual classrooms to achieve educational purposes (Muljana & Luo)

E-learning is a learning environment that uses information and communication technologies (ICTs) as a platform for teaching and learning activities It has been defined as “pedagogy empowered by technology” (Mark Nichols).

Online learning provides the key advantage of allowing students to study from anywhere, offering unmatched flexibility compared to traditional face-to-face education Unlike classroom settings where both teachers and students must be present in the same physical location at the same time, online education enables learners to access course material anytime and anywhere Additionally, online courses feature diverse delivery styles that cater to individual schedules and learning preferences, making education more accessible and adaptable for all learners.

2.2.2 Theoretical basis for research model

Consumer behavior involves understanding how consumers select, use, and dispose of products and services, encompassing their emotional, mental, and behavioral responses Renowned researchers like Kotler, Meyer, Eagle, Zeithaml, and Davies have significantly contributed to the study of buying behavior Key factors influencing purchasing decisions include psychological influences, social factors, cultural background, personal preferences, and marketing strategies, all of which shape consumer choices and behaviors Understanding these factors is essential for businesses aiming to develop effective marketing strategies and improve customer engagement.

Picture 2.1: Factors influencing buying behavior The buying decision process is the decision-making process used by consumers regarding the market transactions before, during, and after the purchase of a good or service In 1968, Engel, Kollat, and Blackwell brought forward a fairly comprehensive consumer purchase decision-making model, Engel- Kollat-BlackwellModel (EKB Model) It can be seen as a particular form of cost-benefit analysis in the presence of multiple alternatives The consumer typically passes through five stages before purchases: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior Consumers may skip some or reverse some of these steps These steps may differ between first-time buyers and regular or repetitive purchases Also in the online environment, the duration of each step could be significantly shorter.

Picture 2.2: The buying decision process

The Unified Theory of Acceptance and Use of Technology (UTAUT), developed by Venkatesh et al., is a comprehensive model that explains users' acceptance and adoption of information technology This theory is detailed in their publication, "User Acceptance of Information Technology: Toward a Unified View," and integrates key factors influencing technology adoption, making it a valuable framework for understanding user behavior in digital environments.

(2003) identified the determinants as follows:

Performance Expectancy is defined as “the degree to which an individual believes that using the system will enable them to achieve a return on job performance” (Venkatesh et al events, 2003).

Effort Expectancy is defined as "the degree of ease associated with the use of systems" (Venkatesh et al., 2003).

Social Influence is defined as “the degree to which an individual believes others should use the new system” (Venkatesh et al., 2003) Others may include bosses, colleagues, subordinates, etc

Facilitating Conditions are defined as “the degree to which an individual believes that technical and organizational infrastructure exists to support the use of the system” (Venkatesh et al., 2003)

Behavioral Intention, as defined by Fishbein and Ajzen (1975) and Davis and Cosenza (1993), refers to the user's intended willingness to accept and utilize a system It serves as a key predictor of actual system usage, reflecting users' motivation and readiness to adopt new technology Understanding Behavioral Intention is crucial for assessing technology acceptance and designing user-centered systems that encourage adoption and engagement.

In addition, in the model, there are factors: Gender, Age, Experience, and Voluntariness of Use.

Picture 2.3: The unified theory of acceptance and use of technology ( UTAUT )

The theory of reasoned action (TRA or ToRA) was developed by Martin

The theory developed by Fishbein and Icek Ajzen in 1967 draws from social psychology, persuasion models, and attitude theories to explain the link between attitudes and behaviors It emphasizes that behavioral intentions, which are crucial to understanding human actions, are shaped by individuals' attitudes toward behaviors and perceived subjective norms This framework highlights the importance of attitudes and social influences in predicting and understanding behavioral outcomes.

Picture 2.4: The theory of reasoned action (TRA or ToRA)

(Martin Fishbein and Icek Ajzen)

According to TRA, attitudes are a crucial factor influencing behavioral intentions, reflecting how individuals feel about a specific behavior These attitudes are shaped by the strength of their beliefs about the outcomes of the behavior and their evaluations of those potential results Understanding these components is essential for predicting and influencing behavioral decision-making.

Subjective norms play a crucial role in shaping behavioral intentions by reflecting how perceptions of important social groups—such as family, friends, and peers—influence an individual's likelihood to perform a specific behavior Understanding these social influences is essential for predicting and motivating behavioral change, making subjective norms a key factor in behavioral studies and intervention strategies.

Previous research

2.2.1 According to the research ''Factors Influencing Parents’ Intention onPrimary School Students’ Choices of Online Learning during and after theCOVID-19 Pandemic in China" by Cunqi Han, Liqun Liu, and Siyu Chen(2022)

In the qualitative research part, stratified sampling selected 10 parents of primary school students as interview objects

The authors employ factor analysis to identify the key components that explain the correlations among variables, providing insights into the underlying factors influencing the study Cronbach's alpha coefficient is utilized to assess the reliability and internal consistency of the scales used in the research Additionally, a regression model is developed to analyze the impact of identified factors on parents' decision-making processes, offering a comprehensive understanding of the determinants shaping parental choices.

Picture 2.5: The research model of Cunqi Han, Liqun Liu, and Siyu Chen

This study employed qualitative research to identify key factors influencing parents’ intentions to choose online learning, revealing previously overlooked elements such as online learning continuity and learning attitude development risks These newly identified factors were subsequently validated through rigorous quantitative analysis, emphasizing their significance in understanding parental decision-making The findings support the hypothesis that online learning's effectiveness and stability are crucial considerations for parents of primary school students, confirming that these factors significantly impact the continued adoption of online education.

2.2.2 According to the master's thesis of Nguyen Tat Huu, "Research on factors affecting the decision to use online English learning services in Vietnam" at Hanoi University of Science and Technology (2016).

Objectives: This study aims to determine the factors and their influence on the decision to use online English learning in Vietnam.

The study involved 210 participants, including men and women aged 16 to 35, with data collected over a three-month period from May to August 2015 The research team analyzed the data, prepared reports, and formulated recommendations within two months, from August to October 2015.

Method: This study was conducted using a qualitative research method

(personal interviews) and a quantitative research method with a pre-structured questionnaire

After utilizing statistical tools and analyzing the data using SPSS 20, the researcher's conclusion 4 primary of factors that influence the decision to learn English online in Viet Nam

Picture 2.6: The research model of Nguyen Tat Huu

Gender,age, income young Vietnamese consumers, that is, price, convenience and ease of use.

2.2.3 According to the research ''Factors affecting Parents’ choice decision English center for their children in Ho Chi Minh City " by Le Giang Nam and Dang Thi Yen Nhi (2021)

Objectives: This study is conducted to analyze factors affecting parents ' intention to choose English centers for kindergarten children and primary school students in Ho Chi Minh City.

On the basis of synthesizing theories and performing quantitative research on

230 respondents, the study points out eight influential factors which are: Convenient Location, Reputation, Center's specialties, Facilities, Reference group, Teacher, Tuition fee policy, and Marketing Communication.

Picture 2.7: The research model of Le Giang Nam and Dang Thi Yen Nhi

Chi Minh City in descending order of degree is: Reputation; Teacher; Tuition policy; Convenient location; Marketing communication; Reference group; Center's specialties; Facilities.

2.2.4 According to the master's thesis of Nguyen Vu Giang, "Research on factors affecting the intention to learn English online in Ho Chi Minh city" (2014)

This study aims to identify and assess the key factors influencing the intention to learn English online, providing valuable insights for website administrators Understanding these factors enables the development and enhancement of online English learning platforms, making them more effective and user-friendly The findings offer strategic measures to expand and improve digital English education, supporting the growth of online language learning methods globally.

A total of 314 individuals, including high school students and working adults over 15 years old, participated in the survey Based on theoretical models such as the Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), and Technology Acceptance Model (TAM), as well as prior research, key influencing factors identified include attitude, subjective norms, usefulness, interest, and ease of use These factors play a crucial role in understanding user behavior and technology adoption.

Picture 2.8: The research model of Nguyen Vu Giang expand and develop more effective online English learning methods.

Proposed research model

Table 2.1: Comparison of previous research

Learning during and after the

Unified Technology Acceptance and Use Technology

The value- based adoption model

- Performance evaluation (Continuity of online learning,

Teacher support, Fitness of online learning environment, Self- discipline evaluation)

- Perceived cost (Online learning fee cost, Parent energy cost)

Learning attitude development to risk)

The two research differ in the research context. Research is done based on satisfaction leading to choice. thesis of

“Research on factors affecting the decision to use online English learning services in

Reasoned Action (TRA) Theory of Perceived Risk (PRT) Technology Acceptance Model

Unified Technology Acceptance and Use Technology

- Risk of Use different research subjects, the impact of factors comes from different aspects The

“Ease of Use” factor in this research was the same as suitability for children in my study.

English center for their children in Ho

Due to different research objectives, factor such as

“Research on factors affecting the intention to learn English online in Ho

Theory of Reasoned Action (TRA) Theory of Planned Behavior

Due to different research subjects, the impact of factors comes from different aspects The

“Interest” factors in this research were the same as suitability for children in my study.

This research explores parents’ choices for their children, highlighting key influencing factors relevant to both parents and their children Prior studies and current research reveal differences in objectives and subjects; however, common high-frequency factors include convenience, teaching quality, and social influence Understanding these factors can provide valuable insights into parental decision-making in educational choices.

According to Nguyen Tat Huu's 2016 master's thesis, "Research on factors affecting the decision to use online English learning services in Vietnam," convenience plays a crucial role by providing learners with greater flexibility, eliminating limitations related to time, effort, and location This factor enhances user experience and encourages the adoption of online English education.

Life is more and more modern, parents are busier, and choosing their children to study online helps them save time and effort.

Convenience positively impacts on parents' choice to learn English online for their children.

According to Nguyen Tat Huu's 2016 master's thesis at Hanoi University of Science and Technology, titled "Research on Factors Affecting the Decision to Use Online English Learning Services in Vietnam," the factor "Price" significantly influences consumer purchasing decisions The study highlights that affordable pricing is the most critical determinant for users when choosing online English learning services in Vietnam This research underscores the importance of competitive pricing strategies for service providers aiming to attract Vietnamese learners Therefore, price sensitivity plays a crucial role in shaping consumer preferences within Vietnam's online English education market.

Research by Cunqi Han, Liqun Liu, and Siyu Chen (2022) highlights that teaching quality significantly influences parents' decisions regarding their children's online learning options during and after the COVID-19 pandemic in China Similarly, Le Giang Nam and Dang Thi Yen Nhi (2021) found that teaching quality is a key factor affecting parents' choice when selecting English centers for their children in Ho Chi Minh City Both studies emphasize that high-quality teaching is crucial in shaping parental preferences and decision-making in educational choices.

The quality of teaching, which encompasses highly qualified teachers, a well-designed curriculum, and effective student care policies, greatly influences parents' decisions to choose online English classes for their children.

According to the UTAUT model by Venkatesh et al (2003), social influence significantly impacts users' decisions to adopt new technology This influence is rooted in users' perceptions that their family, friends, colleagues, superiors, or other institutions can sway their choice to use a particular product Recognizing the role of social influence is crucial for understanding technology adoption behaviors.

Social influence from relatives, friends, colleagues, and superiors plays a significant role in shaping parents' decisions to enroll their children in online English learning programs This positive social influence encourages parents to recognize the benefits of online language education, ultimately impacting their willingness to choose these learning options for their children.

A key factor influencing parents' decisions is the suitability of online English learning for their children Parents often base their choice on their child's personality, abilities, learning outcomes, and preferences, recognizing that a tailored approach positively affects their child's educational experience Ultimately, the alignment between the child's needs and the online learning platform plays a crucial role in encouraging parents to opt for online English courses for their children.

H6: Learning Environment learn English online for their children.

Dependent variable: Parents’ choice will be the overall assessment of online English learning services Are parents satisfied when their children learn English?

This article explores whether parents use or recommend a specific educational service by examining key factors influenced by technology acceptance models like UTAUT and the Theory of Reasoned Action (TRA) Based on these theoretical frameworks and extensive research, a comprehensive model identifies six critical factors positively impacting parental choices: Convenience, Affordability, Teaching Quality, Social Influence, Suitability for Children, and Learning Environment These elements collectively shape parents' decisions when selecting educational services, highlighting the importance of both technological and social considerations.

COMPANY INTRODUCTION AND RESEARCH METHODOLOGY

Comapany introduction

Ms Tran Thi Mai, the current director, began a program in Hanoi in 2014 to teach pronunciation and grammar.

At the beginning of 2019, there was a higher number of teachers; however, by the year's end, the Covid-19 pandemic became severe, prompting Ms Mai to go abroad As a result, online teaching was adopted as an effective alternative, with the focus primarily on Hanoi to adapt to the challenging circumstances.

Da Nang, and Ho Chi Minh City.

In 2020, Mr Dallas' English course for kids ages 5 to 10 began online via Skype.

By 2021, Mai House English was expanding its presence in the Da Nang market and aimed to reach a broader audience through online teaching methods In the same year, the institution strengthened its credibility by officially becoming a partner of IDP, enhancing its reputation in the English language education sector.

Mai House English began offering direct teaching lessons in June 2022 and now operates in two modes: offline and online.

3.1.2 About Mai House English various strengths and weaknesses So even though they’re a part of a team, they have their own challenges to overcome and conquer! Throughout the Mai House English Courses, various methods will be used, all of which are backed up by research and scientific evidence They have put their own spin on these methods to make the learning process as efficient and enjoyable as possible.

3.1.3 Courses in Mai House English

“Xi Măng” : For children aged 5 – 7 years

“Vữa” : For children aged 8 – 10 years

Our class fees vary based on age and format For children aged 5 to 7 years, the cost is 250,000 VND per offline lesson and 220,000 VND per online lesson For older children aged 8 to 10 years, the price increases to 300,000 VND per offline lesson and 250,000 VND per online lesson These competitive rates ensure quality education tailored to different age groups, whether attending in person or participating online.

Secondary data was collected through reference to previous research reports, and I used the information on the Internet for research purposes

In addition, I also learned directly through social networking sites of Mai House English:

Facebook: https://www.facebook.com/Maihouseenglish

For the qualitative method, I use the method: Personal interview with parents Preparing for the interview process: Audio and video recording equipment ensures full capture of the information.

1 Have you ever heard of learning English online? Where did you know about it?

2 Has your child ever learned English online at Mai House English Center?

3 How do you feel about the quality of online English teaching at Mai House English Center?

4 How do you think an online English course will suit your child?

5 Does your child have enough equipment and a separate study corner to participate in online learning?

6 With your current job, do you have enough time to follow up and support your child in learning English?

7 Does the cost factor influence your decision much?

8 How does social influence affect your decision?

9 Do you think other factors affect the decision to let your child learn English online?

10 Are you ready for your child to join and introduce Mai House English's online English course to everyone?

From the prepared questionnaire, I conducted the interview and obtained the following results:

Cao Minh Yen Nhi is a 28-year-old freelancer from Da Nang, raising her 6-year-old daughter, Hoang Cao Bao Han Her daughter, Hanah, is currently studying English at Mai House English Center and has been participating in online learning for the past six months Having experienced online education personally and heard about it extensively on social networks, Yen Nhi has developed strong confidence in the effectiveness of the center's instruction She seeks engaging and high-quality lessons that cater to her daughter's learning needs.

Online education has become increasingly popular, with many advertisements promoting its benefits on social networking platforms Experts often recommend that parents consider enrolling their children in online classes to enhance their learning experience and provide flexible educational options.

3.2.2.2 Quantity method a) Building the scale

Table 3.1: The observed variables of Convenience factor

C1 Let my children learn English online saves me time Author adapted from Nguyen Tat Huu's research (2016)

C2 For my children to learn English online, it is easy for me to monitor and control.

C3 My child can start learning anywhere with an

Internet connection and device Author adapted from Nguyen Tat Huu's research (2016)

Table 3.2: The observed variables of Affordability factor

A1 The cost of learning English online is cheaper than learning in person.

Nguyen Tat Huu's research (2016) A2 The cost of learning English online is suitable for my pocket.

A3 I feel that the cost of learning English online is worth it.

TQ1 Highly qualified teachers with good communication knowledge skills.

TQ2 Dedicated and responsible teachers in the online teaching process Author adapted from the research of Cunqi Han, Liqun Liu and Siyu Chen (2022)

TQ3 Teaching materials and exercises are provided as completely and appropriate.

Author adapted from the research of Le Giang Nam and Dang Thi Yen Nhi (2021)

TQ4 The quality of online teaching is equivalent to face- to-face teaching.

Table 3.4: The observed variables of Social Influence factor

SI1 My family and relatives think I should let my children learn English online Author adapted from Nguyen Tat Huu's research (2016)

SI2 Friends and colleagues also have children learn online, and they recommended it to me.

Author adapted from Nguyen Vu Giang's research (2014)

SI3 The media often mentions the trend for children to learn English online.

Author adapted from Nguyen Tat Huu's research (2016)

 Suitability for children factor electronic devices from the research of Cunqi Han, Liqun Liu and Siyu Chen (2022)

SC3 My child enjoys learning online Author adapted from Nguyen Vu Giang's research (2014)

SC4 Your child's learning results when learning online are not much different from when learning in person.

Table 3.6: The observed variables of Learning Environment factor

LE1 I can afford to support my child's online learning device.

LE2 I have time to support my child during online learning.

LE3 My child has a study corner quietly and is not distracted by other activities of the whole family.

Table 3.7: The observed variables of Parents’ choice factor online at Mai House English from the research of Le Giang Nam and Dang Thi Yen Nhi (2021)

IP2 I plan to let my child learn (or continue to study)

English online at Mai House English shortly.

Author adapted from Nguyen Tat Huu's research (2016)

IP3 I will recommend to many people to let their children learn English online.

Author adapted from Nguyen Vu Giang's research (2014) b) Data analysis

 Check the reliability of the scale

Cronbach's alpha coefficient is a vital measure used to assess the internal consistency and reliability of observed variables that represent a larger research construct, such as latent variables or factors According to Hair et al (2006), specific evaluation rules help determine the appropriateness of the alpha coefficient, ensuring the measurement scale is both reliable and valid for the research purpose Proper application of these guidelines enhances the credibility of findings in studies involving multiple variables.

< 0.6 The factor scale is not appropriate

>= 0.95: Acceptable but not good, should consider observed variables that may have the phenomenon of “coincidence” That is, there is a possibility of redundant observed variables in the scale.

If a measurement variable has a correlation coefficient of the total variable (Corrected Item - Total Correlation) greater than or equal to 0.3, that variable meets the requirements (Nunnally, J (1978).

• Factor loading > 0.4 is considered important

• Factor loading > 0.5 is considered to be of practical significance

The condition for exploratory factor analysis is to satisfy the following requirements:

- 0.5 ≤ KMO ≤ 1: KMO coefficient (Kaiser-Meyer-Olkin) is the index used to consider the suitability of factor analysis A considerable KMO value is appropriate for factor analysis.

The Bartlett test demonstrates statistical significance with a Sig value less than 0.05, indicating that the null hypothesis of no correlation among variables can be rejected This suggests that the observed variables are significantly associated with each other within the population, confirming the presence of meaningful relationships for further multivariate analysis.

- Percentage of variance > 50%: This shows the percentage variation of the observed variables Considering the variation is 100%, this value tells how much the factor analysis explains.

Pearson correlation analysis confirms the linear relationship between the dependent variable and independent variables, indicating the appropriateness of linear regression analysis The closer Pearson's absolute value is to 1, the stronger the linear correlation between variables Additionally, analyzing correlations among independent variables is essential to identify potential multicollinearity, which can negatively impact regression results Addressing multicollinearity ensures more accurate and reliable regression models (Hoang Trong and Chu Nguyen Mong Ngoc, 2005).

Sample selection

The sample will be selected by Convenience Sampling, one of the non- probability sampling methods

According to Hair et al (2014), a minimum sample size of 50, preferably 100 or more, is recommended for Exploratory Factor Analysis (EFA) The ratio of observations to variables should be between 5:1 and 10:1, with some researchers advocating for a 10:1 ratio to ensure data validity Therefore, collecting data from 250 respondents through interviews using a questionnaire is appropriate for this study The research focuses on parents of children aged 5-10 years who are learning English at Mai House English Center.

The survey was conducted by a combination of methods including designing a questionnaire using Google Form and sending it by link for respondents to answer online.

Designing questionnaire

The questionnaire consists of 6 parts.

Part 2: The screening part of the surveyors.

Part 3: This part includes questions to survey the influence of 6 factors the author proposed earlier.

Part 5: Includes 1 question to ask why parents do not intend to let their children learn English online.

Chapter 3 provides an overview of the history of the establishment, its mission,goals, and basic information about Mai House English center Then is a detailed description of the research methodology The research process used qualitative technical introduction in SPSS, and requirements for data analysis.

RESEARCH RESULTS

Descriptive samples

I conducted a poll for 1 week and got 250 completed forms, 247 of which were valid Therefore, I analyze these 247 samples.

Based on a comprehensive analysis of 247 customer research samples who have children studying at Mai House English, the study reveals key characteristics of this customer group The data indicates that many parents value high-quality English education for their children, emphasizing the importance of effective language acquisition Additionally, the majority of these customers seek personalized learning programs tailored to their child's needs, reflecting a strong preference for dedicated and customized teaching methods The findings also show that most parents are highly engaged in their child's progress, often participating in communication with teachers and monitoring developmental milestones Overall, the customer profile highlights a demographic that prioritizes quality, personalized education, and active involvement in their child's language learning journey.

For Gender group: The survey was conducted with 54 males, accounting for 21.9%, and 193 females, accounting for 78.1%.

Picture 4.1: Diagram of Gender 4.1.2 Age group

Our customer demographics reveal that the largest age group is 30 to 35 years old, accounting for 62.8% with 155 individuals The 24 to 29-year-olds constitute 15.4% of our clientele, totaling 38 customers Additionally, those over 35 years old represent 21.9%, with 54 customers Understanding these age distributions helps tailor our products and marketing strategies to meet our customers' preferences effectively.

Picture 4.2: Diagram of Age 4.1.3 Education level group

The education levels of our customers vary across different categories, with high school and intermediate groups each comprising 16 customers, representing 6.5% of the total College-level customers number 40, accounting for 16.2%, while university students make up the largest segment with 106 customers, representing 42.9% Additionally, after university, there are 69 customers, which constitute 27.9% of our customer base This diverse distribution highlights the range of educational backgrounds among our clients.

High school graduate Intermediate College University After university

Picture 4.3: Diagram of Education level 4.1.4 Occupational group

For Occupational groups: The group of Freelance business customers accounted for the most significant proportion with 108 people (43.7%), followed by accounting for 8.5%, retired customers have 6 people, accounting for 2.4%.

Housewife Employees Freelance Labor Freelance business Retired

Picture 4.4: Diagram of Occupational 4.1.5 Total income group

Most surveyed customers in the total income group have a monthly family income between 10 million VND and 20 million VND, representing 57.9% of respondents Customers earning under 10 million VND per month constitute the smallest segment, accounting for just 10.9% Meanwhile, 31.2% of customers have a total family income exceeding 20 million VND monthly, totaling 77 individuals.

Under 10 million From 10 to 20 million VND Over 20 million VND

Picture 4.5: Diagram of Total income coefficient is greater than 0.3, showing that the Convenience scale is measured by 3 observed variables: C1, C2, C3 are perfectly matched.

Table 4.1: The result of testing the reliability of the scale for the Convenience factor

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

Cho con hoc truc tuyen giup toi tiet kiem thoi gian 6.81 3.499 457 712

Cho con hoc truc tuyen thi toi de theo doi va kiem soat 6.99 3.049 625 584

Con toi co the bat dau hoc o bat cu noi nao 7.07 3.300 519 639

4.2.2 Check the reliability of the scale for the Affordability factor

With Cronbach's Alpha coefficient of 0.751, greater than 0.7, and the coefficients of total correlation greater than 0.3 Therefore, the affordability factor represented by 3 observed variables A1, A2, A3 is reliable.

Table 4.2: The result of testing the reliability of the scale for the Affordability factor

Deleted Item Deleted Correlation Alpha if Item

Chi phi hoc online re hon hoc truc tiep 6.67 2.799 596 650

Chi phi hoc phu hop voi tui tien 6.82 2.727 499 739

Chi phi hoc bo ra la xung dang 6.61 2.687 654 594

4.2.3 Testing the reliability of the scale for the Teaching quality factor

The reliability test of the teaching quality scale demonstrates strong internal consistency, with a Cronbach's Alpha coefficient of 0.750, exceeding the acceptable threshold of 0.7 Additionally, all variables show correlation coefficients greater than 0.3, indicating that the four observed variables reliably measure the teaching quality factor These results confirm that the scale is a consistent and valid tool for assessing teaching quality.

Table 4.3: The result of testing the reliability of the scale for the Teaching quality factor

Giao vien co trinh do cao va ki nang truyen dat tot 11.09 4.894 516 709

Giao vien tan tam va co trach nhiem 11.09 4.686 597 663

Tai lieu giang day va bai tap phu hop 10.85 4.927 560 685

Chat luong giang day online tuong duong voi truc tiep 10.96 4.824 512 712

4.2.4 Testing the reliability of the scale for Social influencing factor

The test results demonstrate that the social influence scale, measured by three observed variables, is highly reliable and appropriate, as indicated by a Cronbach's Alpha coefficient of 0.794—above the acceptable threshold of 0.7—and a correlation coefficient greater than 0.3 for the total variable.

Gia dinh va nguoi than nghi toi nen chho con hoc online 7.10 2.644 576 785

Ban be va dong nghiep cung cho con hoc online va gioi thieu cho toi

Cac phuong tien truyen thong thuong de cap den viec hoc online 7.14 2.683 650 708

4.2.5 Checking the reliability of the scale for the Suitability for children factor

The test results demonstrate that the "suitability for children" factor, assessed through four observed variables (SC1 to SC4), exhibits excellent reliability This is supported by a Cronbach's Alpha coefficient of 0.756, exceeding the acceptable threshold of 0.7, indicating strong internal consistency Additionally, the correlation coefficients between the total variables and individual measures are all greater than 0.3, further confirming the reliability of the measurement.

Table 4.5: The result of testing the reliability of the scale for the Suitability for children factor

Cronbach's Alpha if Item Deleted Con toi co kha nang tiep thu va tap trung cao 9.64 4.092 465 749

Con toi cam thay thich thu khi hoc online 9.72 3.812 637 653

Ket qua hoc online khong khac nhieu voi hoc truc tiep 9.86 3.781 589 679

4.2.6 Testing the reliability of the scale for the Learning environment factor

The test results indicate that the learning environment factor, assessed through three observed variables, demonstrates high reliability Specifically, the Cronbach's Alpha coefficient of 0.704 exceeds the recommended threshold of 0.7, confirming internal consistency Additionally, the correlation coefficients among the total variables are all greater than 0.3, further supporting the reliability of this measurement.

Table 4.6: The result of testing the reliability of the scale for the Learning environment factor

Toi co du kha nang de ho tro thiet bi hoc tap cho con 6.63 2.877 540 592

Toi co thoi gian de ho tro con trong qua trinh hoc truc tuyen 6.00 3.703 512 635

Con toi co goc hoc tap yen tinh 5.96 3.047 527 606

4.2.7 Testing the reliability of the scale for the dependent variable (Parents’ choice)

The dependent variable - Parents’ choice is measured by 3 observed variables with reliability with Cronbach's Alpha coefficient of 0.689 (greater than 0.6) and correlation coefficient of total variables greater than 0.3.

Table 4.7: The result of testing the reliability of the scale for the Parents’ choice factor

Deleted Item Deleted Correlation Alpha if Item

Toi cam thay hai long khi cho con hoc 6.74 1.508 508 590

Toi se cho con hoc hoac tiep tuc hoc 6.79 1.614 466 641

Toi se gioi thieu cho moi nguoi cung cho con hoc online 6.61 1.417 537 551

The factors after satisfying the scale reliability test will be included in the exploratory factor analysis.

N Minimum Maximum Mean Std Deviation

Cho con hoc truc tuyen giup toi tiet kiem thoi gian 247 1 5 3.63 1.066

Cho con hoc truc tuyen thi toi de theo doi va kiem soat 247 1 5 3.44 1.053

Con toi co the bat dau hoc o bat cu noi nao 247 1 5 3.36 1.069

Chi phi hoc online re hon hoc truc tiep 247 1 5 3.38 919

Chi phi hoc phu hop voi tui tien 247 1 5 3.23 1.028

Chi phi hoc bo ra la xung dang 247 1 5 3.44 913

Giao vien co trinh do cao va ki nang truyen dat tot 247 1 5 3.57 942

Giao vien tan tam va co trach nhiem 247 1 5 3.57 925

Chat luong giang day online tuong duong voi truc tiep 247 1 5 3.70 967

Gia dinh va nguoi than nghi toi nen chho con hoc online 247 1 5 3.67 926

Ban be va dong nghiep cung cho con hoc online va gioi thieu cho toi 247 1 5 3.47 936

Cac phuong tien truyen thong thuong de cap den viec hoc online 247 1 5 3.63 855

Con toi co kha nang tiep thu va tap trung cao 247 1 5 3.38 889

Con toi co the kiem soat thoi gian su dung thiet bi dien tu 247 1 5 3.17 771

Con toi cam thay thich thu khi hoc online 247 1 5 3.31 828

Ket qua hoc online khong khac nhieu voi hoc truc tiep 247 1 5 3.17 876

Toi co du kha nang de ho tro thiet bi hoc tap cho con 247 1 5 2.66 1.146

Toi co thoi gian de ho tro con trong qua trinh hoc truc tuyen 247 1 5 3.30 900

Con toi co goc hoc tap yen tinh 247 1 5 3.33 1.102

Toi cam thay hai long khi cho con hoc 247 2 5 3.33 728

Toi se cho con hoc hoac tiep tuc hoc 247 1 5 3.28 705

Toi se gioi thieu cho moi nguoi cung cho con hoc online 247 1 5 3.46 753

Most of the observed variables are rated above average (mean score above 3) Show that customers have good reviews about letting their children learn English online.

The analysis indicates that the data is suitable for factor analysis, with a KMO coefficient of 0.840 exceeding the threshold of 0.5 and a significant Bartlett test p-value of 0.000 (less than 0.05) The extracted variance of 65.142% surpasses the 50% benchmark, confirming sufficient explanation of data variability Additionally, all loading coefficients are greater than 0.5, demonstrating strong factor loadings These results confirm that the criteria for effective factor discovery are met, ensuring the reliability of the research data set for factor analysis.

Table 4.9: The result ofExploratory factor analysis for independent variables

Ket qua hoc online khong khac nhieu voi hoc truc tiep 765

Con toi cam thay thich thu khi hoc online 742

Con toi co the kiem soat thoi gian su dung thiet bi dien tu 661

Con toi co kha nang tiep thu va tap trung cao 652

Giao vien tan tam va co trach nhiem 757

Giao vien co trinh do cao va ki nang truyen dat tot 683

Chat luong giang day online tuong duong voi truc tiep 681

Tai lieu giang day va bai tap phu hop 676

Ban be va dong nghiep cung cho con hoc online va gioi thieu cho toi 799

Cac phuong tien truyen thong thuong de cap den viec hoc online 789

Gia dinh va nguoi than nghi toi nen chho con hoc online 708

Chi phi hoc online re hon hoc truc tiep 777

Chi phi hoc phu hop voi tui tien 630

Toi co du kha nang de ho tro thiet bi hoc tap cho con 785

Con toi co goc hoc tap yen tinh 760

Toi co thoi gian de ho tro con trong qua trinh hoc truc tuyen 619

Cho con hoc truc tuyen thi toi de theo doi va kiem soat 800

Con toi co the bat dau hoc o bat cu noi nao 714

Cho con hoc truc tuyen giup toi tiet kiem thoi gian 681

4.4.2 Exploratory factor analysis for dependent variables

The analysis indicates that the KMO coefficient is 0.662, exceeding the acceptable threshold of 0.5, and the Bartlett’s test results show a p-value of 0.000, which is less than 0.05, confirming data suitability for factor analysis Additionally, the extracted variance is 61.627%, surpassing the 50% benchmark, and all loading coefficients are higher than 0.5, demonstrating the data's validity for factor discovery analysis.

Table 4.10: The result of Exploratory factor analysis for dependent variables

Toi se gioi thieu cho moi nguoi cung cho con hoc online 811

Toi cam thay hai long khi cho con hoc 789

Toi se cho con hoc hoac tiep tuc hoc 754

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .840

The correlation coefficient measures the strength and direction of the relationship between two variables A higher correlation coefficient signifies a stronger association, while a lower value indicates a weaker link Positive correlation coefficients reveal a direct relationship, meaning both variables tend to increase or decrease together Conversely, negative coefficients indicate an inverse relationship, where one variable increases while the other decreases Understanding these coefficients is essential for analyzing and interpreting relationships in data-driven research.

The analysis reveals that among the variables, SC (suitability) has the strongest correlation with the dependent variable IP, with a coefficient of 0.638, indicating a significant influence LE (environment) follows closely with a correlation of 0.582, highlighting its importance SI (social impact) also shows a strong relationship with a coefficient of 0.574 Additionally, the variable A (price) exhibits a moderate correlation of 0.525 with IP, while C (convenience) has a correlation of 0.441, contributing to the overall model TQ (quality) displays the weakest correlation with IP at 0.437, yet it remains a relevant factor in the analysis These findings underscore the varying degrees of influence each factor has on IP, with suitability and environment being the most significant predictors.

The correlation coefficient was found to be insignificant in assessing the one-way regression impact of the independent variables on the dependent variable To better understand the influence of these variables, the author conducted a detailed regression analysis This approach helps clarify the extent to which independent variables affect the dependent variable, providing valuable insights for further research.

Table 4.11: The result of Correlation analysis

Lua chon Thuan tien Gia Chat luong Anh huong

Su phu hop Moi truong

** Correlation is significant at the 0.01 level (2-tailed).

Table 4.12: The result of Linear Regression

Standardized Coefficients t Sig Correlations Collinearity

Beta Zero-order Partial Part Tolerance VIF

Std Error of the Estimate

1 789 a 623 614 356 623 66.153 6 240 000 1.724 a Predictors: (Constant), Moi truong, Thuan tien, Gia, Anh huong XH, Chat luong, Su phu hop b Dependent Variable: Lua chon

The study's findings indicate that Convenience (C), Affordability (A), Social Influence (SI), Suitability for Children (SC), and Learning Environment (LE) significantly influence parental choice, with p-values less than 0.05 Conversely, Teaching Quality (TQ) does not impact parental decision-making, as its p-value exceeds 0.05 These results highlight the importance of practical and social factors over teaching quality in parental preferences.

The analysis reveals that the Suitability for Children factor (SC) has the most significant impact on parents’ choices, with a normalized beta coefficient of 0.315 Following this, the Learning Environment (LE) plays a crucial role, accounting for a normalized beta of 0.259 Social Influence (SI) also significantly influences decisions, with a coefficient of 0.204 Affordability (A) is an important factor as well, with a normalized beta of 0.166 Conversely, Convenience (C) has the weakest impact among the factors, with a coefficient of 0.101, indicating its relatively lesser influence on parental decision-making.

With the F-test with sig equal to 0.000, the model has at least one significant variable.

The VIF coefficients are all less than 10, showing that the model does not exist in multicollinearity.

Customer contemplations about factors

N Minimum Maximum Mean Std Deviation

Cho con hoc truc tuyen giup toi tiet kiem thoi gian 247 1 5 3.63 1.066

Cho con hoc truc tuyen thi toi de theo doi va kiem soat 247 1 5 3.44 1.053

Con toi co the bat dau hoc o bat cu noi nao 247 1 5 3.36 1.069

Chi phi hoc online re hon hoc truc tiep 247 1 5 3.38 919

Chi phi hoc phu hop voi tui tien 247 1 5 3.23 1.028

Chi phi hoc bo ra la xung dang 247 1 5 3.44 913

Giao vien co trinh do cao va ki nang truyen dat tot 247 1 5 3.57 942

Giao vien tan tam va co trach nhiem 247 1 5 3.57 925

Chat luong giang day online tuong duong voi truc tiep 247 1 5 3.70 967

Gia dinh va nguoi than nghi toi nen chho con hoc online 247 1 5 3.67 926

Ban be va dong nghiep cung cho con hoc online va gioi thieu cho toi 247 1 5 3.47 936

Cac phuong tien truyen thong thuong de cap den viec hoc online 247 1 5 3.63 855

Con toi co kha nang tiep thu va tap trung cao 247 1 5 3.38 889

Con toi co the kiem soat thoi gian su dung thiet bi dien tu 247 1 5 3.17 771

Con toi cam thay thich thu khi hoc online 247 1 5 3.31 828

Ket qua hoc online khong khac nhieu voi hoc truc tiep 247 1 5 3.17 876

Toi co du kha nang de ho tro thiet bi hoc tap cho con 247 1 5 2.66 1.146

Toi co thoi gian de ho tro con trong qua trinh hoc truc tuyen 247 1 5 3.30 900

Con toi co goc hoc tap yen tinh 247 1 5 3.33 1.102

Toi cam thay hai long khi cho con hoc 247 2 5 3.33 728

Toi se cho con hoc hoac tiep tuc hoc 247 1 5 3.28 705

Toi se gioi thieu cho moi nguoi cung cho con hoc online 247 1 5 3.46 753

Most of the observed variables are rated above average (mean score above 3) Show that customers have good reviews about letting their children learn English online.

The factor analysis results indicate that the Kaiser-Meyer-Olkin (KMO) measure is 0.840, demonstrating sampling adequacy, while the Bartlett's test of sphericity has a p-value of 0.000, confirming the data's suitability for factor analysis The extracted variance exceeds 50%, at 65.142%, indicating a strong factor representation, and all factor loadings are above 0.5, ensuring the reliability of the identified factors These findings verify that the criteria for factor discovery are met, making the analysis valid for the research dataset.

Table 4.9: The result ofExploratory factor analysis for independent variables

Ket qua hoc online khong khac nhieu voi hoc truc tiep 765

Con toi cam thay thich thu khi hoc online 742

Con toi co the kiem soat thoi gian su dung thiet bi dien tu 661

Con toi co kha nang tiep thu va tap trung cao 652

Giao vien tan tam va co trach nhiem 757

Giao vien co trinh do cao va ki nang truyen dat tot 683

Chat luong giang day online tuong duong voi truc tiep 681

Tai lieu giang day va bai tap phu hop 676

Ban be va dong nghiep cung cho con hoc online va gioi thieu cho toi 799

Cac phuong tien truyen thong thuong de cap den viec hoc online 789

Gia dinh va nguoi than nghi toi nen chho con hoc online 708

Chi phi hoc online re hon hoc truc tiep 777

Chi phi hoc phu hop voi tui tien 630

Toi co du kha nang de ho tro thiet bi hoc tap cho con 785

Con toi co goc hoc tap yen tinh 760

Toi co thoi gian de ho tro con trong qua trinh hoc truc tuyen 619

Cho con hoc truc tuyen thi toi de theo doi va kiem soat 800

Con toi co the bat dau hoc o bat cu noi nao 714

Cho con hoc truc tuyen giup toi tiet kiem thoi gian 681

4.4.2 Exploratory factor analysis for dependent variables

The analysis indicates that the Kaiser-Meyer-Olkin (KMO) measure is 0.662, exceeding the acceptable threshold of 0.5, confirming sampling adequacy The Bartlett's test results, with a p-value of 0.000, demonstrate significant correlation among variables, suitable for factor analysis The extracted variance is 61.63%, surpassing the 50% threshold, indicating that the factors effectively explain the data variability Additionally, all loading coefficients are above 0.5, confirming the variables’ strong association with the identified factors These results validate the appropriateness of the factor discovery analysis for the research data set.

Table 4.10: The result of Exploratory factor analysis for dependent variables

Toi se gioi thieu cho moi nguoi cung cho con hoc online 811

Toi cam thay hai long khi cho con hoc 789

Toi se cho con hoc hoac tiep tuc hoc 754

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .840

The correlation coefficient measures the strength and direction of the relationship between two variables A higher positive coefficient signifies a strong positive relationship, while a more negative coefficient indicates a strong negative relationship Essentially, the correlation coefficient reveals whether variables move together or inversely, providing valuable insights into their mutual dependency.

The dependent variable IP (lua chon) shows the strongest correlation with the variable SC (su phu hop), scoring 0.638, indicating a significant relationship It is closely followed by LE (moi truong) with a correlation coefficient of 0.582, and SI (Anh huong XH) at 0.574, suggesting these factors strongly influence IP Additionally, the variable A (gia) has a moderate correlation of 0.525, while C (thuan tien) exhibits a lower correlation of 0.441 The weakest correlation with IP is observed with TQ (chat luong), at 0.437, highlighting its comparatively lesser impact These results emphasize the key factors affecting IP in the context analyzed.

The correlation coefficient was found to be insignificant in assessing the one-way regression impact of the independent variables on the dependent variable To better understand these effects, the author performs a detailed regression analysis This approach aims to clarify how the independent variables influence the dependent variable, providing more accurate insights into their relationships.

The study indicates that Convenience (C), Affordability (A), Social Influence (SI), Suitability for Children (SC), and Learning Environment (LE) significantly influence parental choice, with all variables showing significance levels below 0.05 Conversely, Teaching Quality (TQ) does not impact parental decision-making, as its significance level exceeds 0.05 These findings highlight the key factors parents prioritize when selecting educational options for their children.

The Suitability for Children factor (SC) has the most significant impact on parental decision-making, with a normalized beta coefficient of 0.315 Following this, the Learning Environment (LE) plays a crucial role, evidenced by a coefficient of 0.259 Social Influence (SI) also significantly affects choices, with a value of 0.204 Affordability (A) is an important factor, marked by a coefficient of 0.166, while Convenience (C) has the weakest influence, with a normalized beta coefficient of 0.101.

The adjusted R-squared value of 0.614 indicates that the model explains 61.4% of the variation in the decision to utilize online learning, based on five key factors: convenience, affordability, social influence, suitability for children, and the learning environment The data reveals that the most common reason for choosing online learning is the ability to learn online, with 39 respondents citing this as their primary motivation Additionally, 35 respondents expressed concerns about their children's health as a significant factor, while 12 respondents indicated that they could not provide the necessary equipment for their children to learn online.

Picture 4.6: Diagram of the reason why parents don't intend to let children learn English online

Chapter 4 presents in detail the results of research on factors affecting parents' choices Based on the collected survey data sample, it was put into the analysis software SPSS This chapter presents the reliability test of the scale, exploratory factor analysis EFA, relationship analysis of each pair of variables, regression, etc.From the initial 6 factors, after going through the research steps The study found out the main factors that influence parents' choice for their children to learn English online, including: Convenience, Affordable Price, Social Influence, Suitability forChildren, and Learning Environment. environment (LE).

The decision to use online learning services is influenced by several factors, with "Suitability for children" being the most significant This is followed by considerations of the "Learning environment" and "Social influence," while "Affordability" plays a lesser role, and "Convenience" has the least impact This pattern reflects the novelty of online English learning services and aligns with the habits of Vietnamese parents In a competitive education market, English centers are expanding rapidly, and price has become less of a priority for consumers when choosing learning options.

Assessing suitability for children is crucial in determining their engagement and interest in the classroom, which directly impacts learning outcomes Parents prioritize suitability because it ensures the service is tailored to their child's needs, making it the most influential factor in their decision-making process When a service is suitable for children, it enhances accessibility, sparks excitement, and encourages quick adoption, ultimately improving overall learning success.

Customers prioritize "Suitability for children" because parents aim to select the safest and most appropriate options for their children To ensure sustainable growth, businesses should develop diverse online courses that cater to various age groups and needs Many parents hesitate to adopt online learning due to concerns about ineffective study outcomes and potential health issues Additionally, long online sessions and one-way communication can lead to student distraction and fatigue within 10-15 minutes As a result, teachers may face challenges in maintaining student engagement and effectiveness.

The quality of the home learning environment is crucial for successful online education, as students learn remotely from home Parents play a key role in supporting their children's online learning, considering their own available time and capabilities Research indicates that most families fall within medium to high income brackets, ensuring they can provide necessary educational materials and support Ultimately, nearly all parents aim to create a conducive learning environment, striving to give their children the best possible educational experience at home.

Creating a supportive family environment is crucial for children's learning, ranking as the second most important factor after suitability Many parents find assisting their children with online learning challenging, often underestimating their ability to support their child's device usage, with a support rating of only 2.66 out of 5 It is essential for teachers to communicate clearly with parents, outlining how they can support their child's learning and setting expectations Encouraging parents to help children establish daily routines and engage in simple chores fosters initiative and enhances focus, contributing to a more effective learning experience at home.

Referral recommendations significantly boost customer trust in a service Word-of-mouth from trusted sources such as family, friends, or reputable media outlets enhances customers' confidence and desire to try the service, making referrals a powerful tool for increasing customer engagement and loyalty.

Correlation analysis

The correlation coefficient measures the strength and direction of the relationship between two variables A higher absolute value signifies a stronger connection, while a lower value indicates a weaker association A positive correlation coefficient reflects a direct relationship, meaning both variables move together, whereas a negative coefficient indicates an inverse relationship, with one variable increasing as the other decreases.

The analysis reveals that the dependent variable IP (lua chon) has the strongest correlation with the variable SC (su phu hop), at 0.638, indicating its significant impact on IP Additionally, LE (moi truong) shows a strong correlation of 0.582, followed by SI (Anh huong XH) at 0.574, and A (gia) at 0.525, highlighting their notable influence Conversely, C (thuan tien) has a moderate correlation of 0.441, while TQ (chat luong) exhibits the weakest correlation with IP at 0.437, suggesting a comparatively lesser effect on the dependent variable.

The insignificance of the correlation coefficient indicates that the one-way regression analysis may not effectively capture the impact of the independent variables on the dependent variable To better understand this relationship, the author conducts a detailed regression analysis, aiming to clarify how the independent variables influence the dependent variable.

Linear Regression

The study indicates that Convenience (C), Affordability (A), Social Influence (SI), Suitability for Children (SC), and Learning Environment (LE) significantly influence parental choice, with all significance levels below 0.05 Conversely, Teaching Quality (TQ) shows no notable impact on parental decision-making, as its significance level exceeds 0.05 These findings highlight the primary factors shaping parental preferences in educational choices.

The analysis reveals that the Suitability for Children factor (SC) has the most significant impact on parents' choices, indicated by a normalized beta coefficient of 0.315 Following this, the Learning Environment (LE) emerges as the second most influential factor with a coefficient of 0.259 Social Influence (SI) also plays an important role, with a coefficient of 0.204, while Affordability (A) has a moderate impact with a coefficient of 0.166 Lastly, Convenience (C) exhibits the weakest influence among the factors, with a normalized beta coefficient of 0.101.

The adjusted R-squared value of 0.614 indicates that the model explains approximately 61.4% of the variance in the decision to use online learning, influenced by five key factors: Convenience, Affordability, Social Influence, Suitability for Children, and Learning Environment Among responses, learning online was the most preferred choice with 39 selections, followed by parental concerns about their children's health with 35 choices Additionally, a smaller group, totaling 12 respondents, cited the lack of available equipment for their children's learning as a significant barrier.

Picture 4.6: Diagram of the reason why parents don't intend to let children learn English online

Chapter 4 presents in detail the results of research on factors affecting parents' choices Based on the collected survey data sample, it was put into the analysis software SPSS This chapter presents the reliability test of the scale, exploratory factor analysis EFA, relationship analysis of each pair of variables, regression, etc.From the initial 6 factors, after going through the research steps The study found out the main factors that influence parents' choice for their children to learn English online, including: Convenience, Affordable Price, Social Influence, Suitability forChildren, and Learning Environment. environment (LE).

The study indicates that the primary factor influencing the decision to use online learning services is "Suitability for children," followed by "Learning environment," "Social influence," "Affordability," and "Convenience." This trend reflects the novelty of online English services and aligns with Vietnamese parents' consumer habits, emphasizing that, in a competitive market, price is no longer the most critical consideration for consumers choosing English centers.

Assessing a child's suitability for a service is crucial, as teachers can determine this through their attention span, engagement levels, and learning outcomes in the classroom Since the choice is for children, ensuring the service aligns with their needs and interests is paramount, making suitability the most influential factor in parents' decision-making When a service is deemed suitable, it enhances accessibility, sparks excitement quickly, and ultimately increases the likelihood of parents choosing to use it.

Customers prioritize "Suitability for children" as the most important factor because parents naturally want to choose the safest and most appropriate options for their kids To ensure sustainable growth, businesses should develop diverse online courses that cater to various audiences, addressing parental concerns Many parents hesitate to allow their children to study online due to fears of inadequate learning outcomes and potential health risks Additionally, prolonged online sessions and one-way communication can lead to student distraction and fatigue within 10-15 minutes, posing challenges for teachers to maintain engagement.

Creating an optimal home learning environment is essential for effective online education, as students learn best in well-supported settings Parents consider their time and ability to support their children’s online learning when making educational choices Research indicates that most families have medium to high incomes, ensuring they can provide necessary learning materials and resources Consequently, parents are highly motivated to establish a conducive learning environment, consistently striving to give their children the best possible educational support at home.

Creating a supportive family environment is crucial for children’s learning, making the "Learning environment" factor the second most important after suitability Many parents find aiding their children's online learning challenging, often underestimating their ability to support their children's device use, with a support score of only 2.66 out of 5 To enhance this support, teachers should communicate clearly with parents, outlining how they can assist their children and setting clear expectations Encouraging parents to help children establish daily routines and engage in simple chores fosters independence and improves focus, ultimately creating a more effective learning environment at home.

Referral from friends, family, or trusted media significantly boosts customer trust in a service Positive word-of-mouth recommendations enhance credibility and increase the likelihood that potential customers will choose to use the service Leveraging genuine referrals can effectively drive customer engagement and expand your customer base.

Social influence plays a crucial role in service promotion by indirectly building customer trust through word-of-mouth marketing, a widely used strategy globally and in Vietnam Service providers should focus on creating viral, engaging content like videos, English learning tips, and parenting advice to boost brand awareness on social platforms such as Facebook, TikTok, and Instagram Utilizing social influence not only enhances publicity but also reduces costs related to transportation and time, while stimulating customer demand and driving choices.

Affordability is an important factor in parental decision-making, even though it may have less influence compared to other factors As a key consideration, affordability can be more easily influenced by businesses, making it a strategic area to promote customer choice Ensuring competitive pricing and value for money can effectively encourage parents to choose certain products or services.

Online learning significantly reduces costs compared to traditional face-to-face education, making it a cost-effective solution for businesses To maximize benefits, organizations should focus on optimizing expenses while simultaneously enhancing the quality of their online training programs Balancing cost efficiency with quality improvement is essential for successful online learning initiatives.

The online-based operation model offers unmatched convenience, attracting more customers worldwide With an internet connection, users can easily access educational content anytime and anywhere, making it simple for children to learn effectively This accessibility has significantly boosting customer engagement and increasing the overall usage of the service.

Convenience is a key factor influencing parents’ choice of educational centers, especially for busy parents aged 30-35 who work as businessmen or office workers To meet their needs, centers should leverage online systems to deliver study materials, develop assessment tests on websites, and utilize recording functions to monitor and review children’s learning progress These digital tools enable parents to easily track their child's educational development and assist with lessons, making the learning process more accessible and efficient.

Learning environment

Creating a conducive home learning environment is crucial for successful online education, as families prioritize providing their children with the necessary support Parents often consider their availability and ability to assist with online learning when making educational decisions Research indicates that most families with medium to high incomes can easily provide material support for their children's educational needs Consequently, nearly all parents aspire to offer a quality learning environment, striving to give their children the best possible educational experience at home.

Creating a supportive family learning environment is crucial, ranking as the second most important factor after suitability Many parents find it challenging to assist their children with online learning, often underestimating their own ability to support their child's device use, with an average support score of 2.66 out of 5 Effective communication between teachers and parents is essential; teachers should contact parents to discuss how they can best support their child's learning Clearly outlining parents' roles and setting mutual expectations can enhance their involvement Additionally, encouraging parents to help children establish daily routines and complete simple chores fosters independence, focus, and a proactive attitude towards learning.

Social influence

Referrals from friends, family, and trusted media significantly boost customer trust in a service Positive word-of-mouth recommendations enhance the likelihood that potential customers will choose to use the service, leveraging existing relationships and credibility Implementing referral strategies can effectively increase customer acquisition and strengthen overall trust in your brand.

Social influence plays a crucial role in service promotion by naturally shaping customer trust through word-of-mouth marketing, which is widely popular both in Vietnam and globally Service providers should focus on creating engaging and shareable content, such as interesting videos, English learning tips, and parenting advice, shared across social networks like Facebook, TikTok, and Instagram, to maximize reach and impact Leveraging social influence not only enhances brand visibility but also reduces costs related to transportation and time while stimulating customer demand and decision-making.

Affordability is a crucial factor in parents’ decision-making, even though it may not have the strongest influence compared to other factors As an easily adjustable aspect, businesses can effectively leverage pricing strategies to attract more customers, making affordability a key element in guiding parental choices.

Online learning significantly reduces costs compared to traditional face-to-face education, making it a cost-effective solution for many organizations To maximize benefits, businesses should focus on optimizing expenses while simultaneously enhancing the quality of their online training programs, ensuring a balance between cost savings and educational excellence.

The online-based operation system offers unparalleled convenience, attracting more customers to use the service With internet access, users can effortlessly enable their children to learn anytime and anywhere This ease of use has significantly boosted customer engagement and satisfaction, making the service a preferred choice for modern learning needs.

Convenience is a key factor influencing parents' choice of educational centers, especially for busy parents aged 30-35 who work as businessmen or office workers To address this, centers should implement online systems that provide study materials and build assessment tests accessible via websites Additionally, utilizing recording functions to track learning progress allows parents to easily monitor their children's educational development and review lesson content, enabling them to effectively assist with homework and overall learning.

The quality of teaching has minimal influence on parents' decision-making when choosing Mai House English Center Parents feel confident and satisfied with the overall quality and trust the center, indicating that teaching quality is a secondary factor in their selection process.

1 Philip Kotler – Kevin Keller (2013), Quản trị Marketing, NXB Lao đong – Xa hoi, Ha Noi.

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APPENDICES 01: Survey form Factors affecting parents' choice for children to learn English online at Mai House English center

As a Business Administration student at Duy Tan University's International School, I am conducting a graduate dissertation focused on understanding the factors influencing parents' decisions to enroll their children in online English courses at Mai House English Your participation in this survey is crucial for collecting valuable data, and it will only take approximately 5 minutes Rest assured, all personal information will be kept strictly confidential Your insights will significantly contribute to the success of this research, and I sincerely appreciate your time and input.

1 Have you ever to let your child learn English online?: *

⃝ Yes, and my child is studying now.

⃝ Yes, but my child is no longer studying.

⃝ No, but I intend to send my child to study.

⃝ No, and I'm not Intent to let my child study.

2 Do you have children 5 to 10 years old who have been learning English in Mai House English? *

⃝ Yes (If you have, please continue to answer the questions below)

⃝ No (If not, please stop replying)

The observed variables used in this study will be measured using a 5-point Likert scale:

1 Let my children learn English online saves me time

2 For my children to learn English online, it is easy for me to monitor and control.

3 My child can start learning anywhere with an Internet connection and device.

4 The following opinions refer to the Affordability that affect your choice to learn English online for your children at Mai House English On a scale of 1 to 5, with 1 being Strongly Disagree and 5 being Strongly Agree.*

1 The cost of learning English online is cheaper than learning in person.

2 The cost of learning English online is suitable for my pocket.

3 I feel that the cost of learning English online is worth it

5 The following opinions refer to the Teaching quality that affect your choice to learn English online for your children at Mai House English On a scale of 1 to 5, with 1 being Strongly Disagree and 5 being Strongly Agree.*

1 Highly qualified teachers with good communication

2 Dedicated and responsible teachers in the online teaching process.

3 Teaching materials and exercises are provided as completely and appropriate.

4 The quality of online teaching is equivalent to face-to- face teaching.

6 The following opinions refer to the Social Influence that affect your choice to learn English online for your children at Mai House English On a scale of 1 to 5, with 1 being Strongly Disagree and 5 being Strongly Agree.*

1 My family and relatives think I should let my children learn English online.

2 Friends and colleagues also have children learn online, and they recommended it to me.

3 The media often mentions the trend for children to learn

7 The following opinions refer to the Suitability for children that affect your choice to learn English online for your children at Mai House English On a scale of 1 to 5, with 1 being Strongly Disagree and 5 being Strongly Agree.*

1 My child has a high ability to absorb and concentrate, which is suitable for online learning.

2 My child can actively control the time using electronic

Convenience

The internet-based operation model offers unparalleled convenience, attracting customers who can access educational services anytime and anywhere with an internet connection This ease of access enables children to learn effortlessly from any location, significantly enhancing user engagement As a result, increased convenience has contributed to a higher adoption rate and improved customer satisfaction with the service.

Convenience is a key factor influencing parents' choice of educational centers, especially among busy parents aged 30-35 who are often businessmen or office workers To meet this demand, centers should incorporate online systems to deliver study materials, develop assessment tests on their websites, and utilize recording functions to track and review students' learning progress These digital solutions enable parents to easily monitor their children's progress, review lesson content at their convenience, and effectively assist with homework and questions, making learning more accessible and manageable for busy families.

Teaching quality .51 REFERENCES X APPENDICES

Parents primarily choose Mai House English Center because they trust the institution and are satisfied with its teaching quality, which indicates that the quality factor has only a minimal influence on their decision Trust and satisfaction play a more significant role than teaching quality in parents' selection process.