Influence of the Perception towards University Social Responsibility and University Brand Image on Student’s Behaviors in Thailand
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Abstract
The purposes of this study were (1) to study the students’ perception of social responsibility and brand image of universities in Thailand; (2) to examine the students’ post-enrollment behaviors, and (3) to examine the influences of the perception of university’s social responsibility and university’s brand image on students’ post-enrollment behaviors. The samples of this study were 509 undergraduate students from the five leading universities based on QS World University Ranking 2021, including Chulalongkorn University, Mahidol University, Thammasat University, Chiang Mai University, and Kasetsart University. The data collection tool was a questionnaire. Statistical analysis utilized in this study comprised the frequency distribution, percentage, mean, standard deviation, and multiple regression analysis. The study found that the students perceived university’s social responsibility and university’s brand image at the high level. Hypothesis testing results showed that the perception of university’s social responsibility in all four aspects, i.e. good governance, society, mission, and community had positive influence on the students’ post-enrollment behaviors at the 0.05 significance level. Meanwhile, service quality was the only brand image factor that significantly correlated with the students’ post-enrollment behaviors.
Article Details
1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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