Against the backdrop of employment pressure, pursuing graduate studies has become a crucial pathway for undergraduate students to enhance employment competitiveness and alleviate employment challenges. However, the recent downward trend in graduate school applicants has rendered the improvement of undergraduates’ willingness to pursue advanced degrees an urgent practical issue. This study employs a questionnaire survey method to empirically investigate the influencing factors of undergraduates’ intention to pursue graduate studies. The findings reveal that at the individual level, preparation difficulty, preparation pressure, clarity of goals, and academic planning significantly affect students’ willingness to pursue graduate studies. At the family level, preparation costs and family atmosphere exert substantial influence on this decision-making process. Accordingly, this paper proposes enhancement strategies from both individual and family perspectives to improve enrollment rates. Students should establish clear academic objectives and strengthen psychological adjustment, while families ought to provide robust financial support and foster harmonious environments. These recommendations aim to effectively boost undergraduates’ motivation for graduate education.