高等教育選校行爲模式建構之探討

A Study of Model Building on the School-Choice Behavior of Higher Education

洪大翔(Ta-Hsiang Hung) ； 盧龍泉(Long-Chuan Lu) ； 何雍慶(Yung-Ching Ho)

《管理實務與理論研究》 3卷1期 (2009/03) Pp. 116-135

https://doi.org/10.29916/JMPP.200903.0007

摘要

臺灣大專院校（本文稱高等教育）數密度堪稱世界第一。隨著教育改革、教育自由化與現代化腳步，高等教育由菁英教育走向普及教育，蓬勃的教育經濟市場環境因爲內有學校數的大幅增加、國民出生率下降，少子化現象出現，加上教育市場的對外國開放，使處於弱勢與落後的技職院校與招生不足的新設大學面臨空前競爭與生存危機。本研究希望藉由國內外經驗描述與文獻理論探討，應用計畫行爲理論裡引導人們行動的三種考慮因素，分別爲「對行爲的態度」、「主觀規範」和「知覺行爲控制」對應學生「實踐選校的行爲意向」受「選校教育志向的態度」、「取得大學文憑主觀規範」與「選校決策知覺控制」三種引導因素所影響，而影響這三種引導因素的內涵則來自學生在選校時所依據的多準則評估。本研究經由上述理論關係的推導建構一個高等教育學生選校行爲模式而提出四項命題闡述，希望這個適用模式能提供競爭力較落後的大學院校管理決策當局，持續進行招生相關的校務發展與整合的學校行銷活動，以招收具備教育志向且與學校學術成就相符的學生。

關鍵字

高等教育 ； 選校模式 ； 選校準則 ； 計畫行爲理論

並列摘要

The amount and density of higher education is top of world in Taiwan. Qualitative change of higher education develops from elite education to universal education because of educational reform, liberalization and modernization. The prosperity of educational market does not continue due to the amount of school increase rapidly and birth rate goes down. The ”Declining Birthrate” emerges and educational market opens to foreigner school. Some disadvantage institutes and new universities with lack of enrollment face unprecedented competition and survival crisis. This research refers to experience at home and abroad and literature review applied the theory of planned behavior (TPB) to construct the school-choice behavior model of higher education. The behavioral intention of school-choice is influenced by attitude toward educational aspiration of school-choice, subject norm of obtaining university degree and perceived behavioral control of school making-decision. The three kinds of considerations related to perform behavioral intention of school-choice are produced by multi-criteria evaluation. This research proposes four propositions based on the model of school-choice behavior of higher education by derivation relations of theories. The contribution of research provides the management of universities with competitive disadvantage to use this model for school development associated with recruit students. The school could attract the more students with educational aspiration and increase the registration rate by implement the integrated marketing activity.

並列關鍵字

Higher Education ； Model of School-Choice ； Criteria of School-Choice ； The Theory of Planned Behavior TPB

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