1. THE FACTORS THAT EFFECT PERCEIVE OF
AMERICAN UNIVERSITY ALUMNI ASSOCIATION

2. RESEARCH PROBLEM
 What are the factors that affect perceive value of
AUA and how perceive value of AUA affect intention
to continue?

3. CONCEPTUAL FRAMEWORK
Knowledge
Expenses
Reputation Intention to
Perceived Value continue
on AUA studying at
Place AUA
Teaching Equipment
Social Connections

4. 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

5. 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.

6. RESEARCH METHODOLOGY
Target • People who ever been
Population studying at AUA
Sample Size • 100 people
Sampling
Technique
• Convenience Sampling
• In person drop off
Data Collection • In front of AUA Rajdamri
Method • On 20 April 2011.

7. Research Result
SAMPLE PROFILE
Gender
Male
55% 45% Female

8. Education
48%
43%
6% 1% 2%

9. AGE

10. INCOME
Income (In baht )
56%
25%
8% 5% 6%
Income (In baht )

11. HYPOTHESES TESTING
Knowledge, expenses, reputation, place,
teaching equipment and social connections do
affect people’s perceived value on AUA.
Table H1:

13. Perceived value does positively influence the
intention to continue at AUA.
TABLE H2:

14. TABLE H2:

15. People who have occupation associated with foreigner
perceived more value on AUA than those who are not.
TABLE H3:
Independent Samples Test
Levene's Test for
Equality of Variances t-test for Equality of Means
Sig. (2-
F Sig. t df tailed)
Perceived Equal
variances
Value assumed
Equal
variances not
assumed

16. TABLE H4:
High income people perceived more value on AUA
than people who have moderate and low income.
Descriptives
Perceived Value
N Mean
-
-
-
-
More than 40000
Total

17. TABLE H4

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

19. 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.

20. 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.