影響國小學童家長選校就讀之因素分析

本研究旨在探討影響國小家長選校就讀的因素分析。為達研究目的，根據國內外有關家長選校因素之文獻為基礎，分析學校形象、學校效能、交通便利性、行銷策略之運用及學生學業成就對國小學童家長選校就讀因素的預測力，最後綜合文獻探討與調查結果，提出具體建議，供學校行政人員與後續研究者作參考。本研究採用問卷調查法，研究樣本取自雲林縣虎尾鎮幼稚園大班家長，發放問卷240份，有效問卷197份，以因素分析、多元迴歸分析、類神經多層感知模型等方法進行分析。本研究結果指出：學校形象、學校效能、交通便利性、行銷策略之運用及學生學業成就對國小學童家長選校就讀因素皆有正向顯著的影響。因此，學校在少子化的衝擊下，如何提升學校形象，擁有優質的學校效能，行銷策略的適時運用，並增加學生來校就讀的便利性，乃為重要課題。身為教育工作者，更應導正家長對學業成就表現的迷思，發展多元適性的教育。

關鍵字

類神經；多元迴歸；選校因素；學校形象；學校效能

並列摘要

This study attempted to investigate the possible factors that would affect parents' decisions on choosing the elementary school for their children. Based on literature review of parent's school selecting factors, this thesis tried to analyze the parents' predictability on factors of school image, school effectiveness, traffic convenience, and application of marketing strategy. Literature review and investigation results synthesized specific and referable suggestions to school administrators and further researchers. 197 from 240 parents, who have kindergarten children in Huwei Town, Yunling County, were participated validly in questionnaire survey. Factor analysis, multiple regression analysis, the MLP neural network were used to data analysis. The results showed that ”school image”, ”school effectiveness”, ”traffic convenience”, ”application of marketing strategy” and ”students' academic achievement” all have significant influence on parents' decision making of school selection. Therefore, confronted with the tendency of fewer children, promotion of school image, increase of school effectiveness, and proper application of marketing strategy would be the critical challenges to schools. As education institutions, schools ought to clarify those parent's misconceptions of academic achievement and conduct multiple adaptive educations.