Linking between Key factors Fostering Students’ Supportive Behavioral Intentions Toward University
Dr. Supathanish Termsnguanwong,
Marketing Program , Business Administration Faculty, Payap University , Thailand
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Based on academic institutions in higher education as the research context, this study examined the relations of key factors affecting students’ supportive behavioral intentions toward the university such as giving gift as alumni, continuing education, and giving referral about the university to others. Focusing on the literature from various perspectives, this study proposed four factors are critical in influencing such intentions to perform supportively for the university 1) students’ communication behaviors with the university, 2) perceived quality of educational experiences, 3) evaluations of relational outcomes with the university, and 4) university reputation held by students. The respondents in this study were collected using a survey of current undergraduate student (N=300) who were attending at a public and private university in Chiangmai province during summer, 2008. Structural equation modeling (SEM) was used to analyze the proposed model. Regarding the overall results of the study, the proposed model can be retained as a valid model based on data-model fits; all eight hypotheses were supported in this study, except for the effect of students’ education experience on university reputation. The findings of this study suggest that, to foster students’ supportive behaviors, universities need to cultivate a good relationship with their students and to obtain favorable reputation held by students’ educational experiences.
Key word : Linking , Foster , Students’ Supportive , Intention