- 期刊
學校行銷策略與學校形象對家長選校決策的影響－知覺風險的干擾效果
The Influence of School Marketing Strategy and School Image on Parents-choice Decisions: The Moderating Effects of Perceived Risk
摘要
本研究旨在探討學校行銷策略與學校形象對家長選校決策的影響，以及知覺風險在學校行銷策略與學校形象對家長選校決策影響的干擾效果。以新北市國民小學學生家長為研究對象，採用便利抽樣法蒐集初級資料，共發出800份問卷，回收有效問卷641 份，有效問卷回收率為80.13％，經採用迴歸分析法驗證研究假說，研究結果發現：（1）學校行銷策略對家長選校決策有顯著的正向影響；（2）學校形象對家長選校決策有顯著的正向影響；（3）學校行銷策略與學校形象的交互作用對家長選校決策有顯著的正向影響；（4） 學校行銷策略對家長選校決策影響中，知覺風險會有顯著的干擾效果；（5）學校形象對家長選校決策影響中，知覺風險會有顯著的干擾效果；（6）學校行銷策略與學校形象的交互作用對家長選校決策的影響中，知覺風險會有顯著的干擾效果。
並列摘要
The objective of this research was to explore the influence of school marketing strategy and school image on parents-choice decisions and the moderating effects of perceived risk between the influence of school marketing strategy and school image on parents-choice decisions. The convenience sampling method was used to collect the primary data from the parents of primary school student of the New Taipei City in Taiwan. A total of 800 questionnaires were distributed, 641 valid questionnaires were collected, comprising the validity response rate of 80.13％. Regression analysis was used to test the hypotheses. The research results were list as follow: (1) The school marketing strategy has a significantly positive influence on parents-choice decisions. (2) The school image has a significantly positive influence on parents-choice decisions. (3) The interaction of school marketing strategy and school image has a significantly positive influence on parents-choice decisions. (4) Perceived risk has a significant moderating effect between the influence of school marketing strategy on parents-choice decisions. (5) Perceived risk has a significantly moderating effect between the influence of school image on parents-choice decisions. (6) Perceived risk has a significantly moderating effect between the influence of the interaction of school marketing strategy and school image on parents-choice decisions.