Factors Affecting Decision to Study for Master's Degree at College of Social Communication Innovation, Srinakharinwirot University

Abstract

The objective of this study was to examine 1) the factors influencing the decision to pursue a master’s degree at the College of Social Communication Innovation, Srinakharinwirot University, and 2) how the findings could be applied to formulate strategies for public relations, curriculum development, and enhancing the college’s image. This quantitative research employed a sample group consisting of 220 individuals, including undergraduate and graduate students, as well as prospective applicants. Data were collected using a questionnaire and analyzed through both descriptive and inferential statistics, including mean, standard deviation, Independent t-test, ANOVA, and Pearson’s Correlation. The reliability coefficient of the questionnaire was 0.94. The findings revealed that, overall, the factors influencing the decision to pursue graduate studies were rated at a high level. The most influential factors were the image of the faculty and university, the quality of instructors, and the physical learning environment. Comparative analysis showed that certain demographic variables—such as age, occupation, income, and field of interest—had statistically significant differences in relation to the decision-making process. Furthermore, a statistically significant positive correlation was found between all eight factors examined and the decision to pursue graduate studies. This reflects a strong alignment between the program’s characteristics and the expectations of the target group. Recommendations from the study include enhancing the faculty’s public image through showcasing the achievements of alumni and faculty members, diversifying and modernizing communication channels—particularly via social media—and updating the curriculum to ensure relevance to labor market demands and contemporary trends in the communication and media industry.