การศึกษาความสัมพันธ์การตระหนักรู้อัตลักษณ์ และภาพลักษณ์มหาวิทยาลัยจากการเปิดรับสื่อเว็บไซต์ของนักเรียนระดับชั้นมัธยมศึกษาตอนปลาย

Abstract

A study of the relationship between identity awareness and university image from website media exposure of high school students

Abstract

The objectives of this research were to compare between perceived image of public and private universities and to study the relationship between identity awareness and perceived university image of 480 high school students. Factor analysis could be concluded that there were four university image factors: 1) academic environment,  2) university reputation, 3) instructional form, and 4)  opportunity of admission.  By comparing perceived university image between public and private universities, it was found that there were the differences in instructional form opportunity of admission between public and private universities with statistical significance level of .05.  Identity awareness of university song was related to all perceived university image factors. In contrast, identity awareness of student uniform was not related to all perceived university image factors. 

Keywords: university image, identity awareness, factor analysis