THE FACTORS THAT EFFECT PERCEIVE OF AMERICAN UNIVERSITY ALUMNI ASSOCIATION

RESEARCH PROBLEM

What are the factors that affect perceive value of AUA and how perceive value of AUA affect intention to continue?

CONCEPTUAL FRAMEWORKIntention to continue studying at AUA

Perceived Value on AUA

Knowledge

Expenses

Reputation

Place

Teaching Equipment

Social Connections

RESEARCH OBJECTIVES

To identify the effect of knowledge, expenses, reputation, place, teaching equipment and social connections.

To identify whether perceived value has positive influence toward intention to continue study in AUA.

To identify the differences of perceived value on AUA between jobs (that relate with foreigner and job that unrelated with foreigner).

To determine the differences of perceived value on AUA between certain range of incomes.

To identify the different in frequency of people who going to AUA

RESEARCH HYPOTHESES H 1 : Knowledge, expenses, reputation, place,

teaching equipment and social connections do affect people’s perceived value on AUA.

H 2 : Perceived value does positively influence the intention to continue at AUA.

H 3 : People who have occupation associated with foreigner perceived more value on AUA than those who are not.

H 4 : High income people perceived more value on AUA than people who have moderate and low income.

H 5 :There is a difference in frequency of people going to AUA.

RESEARCH METHODOLOGY

• People who ever been studying at AUA

Target Population

• 100 peopleSample Size

• Convenience SamplingSampling Technique

• In person drop off • In front of AUA Rajdamri• On 20 April 2011.

Data Collection Method

SAMPLE PROFILE

MaleFemale55% 45%

Gender

Research Result

0

10

20

30

40

50

60

43%

6% 1% 2%

48%

Education

AGE

INCOME

5001-10000

10001 - 20000

20001 - 30000

30001 -40000

More than

40000

0

10

20

30

40

50

60

Income (In baht )

Income (In baht )

56%

25%

8% 5% 6%

HYPOTHESES TESTINGKnowledge, expenses, reputation, place,teaching equipment and social connections do affect people’s perceived value on AUA.

Table H1:

TABLE H2:

Perceived value does positively influence the intention to continue at AUA.

TABLE H2:

Independent Samples Test

    Levene's Test for Equality of Variances t-test for Equality of Means

       

    F Sig. t dfSig. (2-tailed)

Perceived Value

Equal variances assumed

.113 .737 .068 98 .946Equal variances not assumed

    .06881.859 .946

TABLE H3:

People who have occupation associated with foreigner perceived more value on AUA than those who are not.

TABLE H4:

Descriptives

Perceived Value 

N Mean 

5001-10000 56 3.9550

10001-20000 25 3.9964

20001-30000 8 3.8977

30001-40000 5 3.8182More than 40000 6 3.5606Total 100 3.9303

High income people perceived more value on AUA than people who have moderate and low income.

TABLE H4

TABLE H5:There is a difference in frequency of people going to AUA.

CONCLUSION

Expenses, reputation, teaching equipment and social connections do affect people’s perceived value on AUA.

Perceived value does positively influence the intention to continue at AUA.

People who have occupation associated with foreigner perceived the value of AUA not difference from those who are not.

High income people perceived the value on AUA not difference from people who have moderate and low income.

There is a difference in frequency of people going to AUA.

RECOMMENDATION

AUA should maintain the reputation, expense, equipment and social.

Enhance the perceived value that influence an intention to continue at AUA.

AUA should concern for all groups of people that associated with foreigner and who are not.

AUA also should equally concern for every income level.