大學品牌形象對學生知覺品質影響之研究

Study on the Impact of College Brand Image on Students' Perceived Quality

陳律盛(Lu-sheng Chen)

《Journal of Data Analysis》 11卷4期 (2016/08) Pp. 97-119

https://doi.org/10.6338/JDA.201608_11(4).0005

摘要

本研究旨在瞭解大學品牌形象對學生知覺品質影響之效果。係以元智大學101至104 學年度二至四年級之大學部選修桌球、重量訓練及田徑與桌球代表隊之學生為母群體，採用網路問卷方式作設計，共計回收有效問卷312 份。回收資料以SPSS12版統計軟體進行描述性統計分析、皮爾遜積差相關分析，再以層級迴歸分析(HMRA)。經統計分析後發現以下結果：（一）大學品牌形象對學生知覺品質有正向影響本研究結果發現，大學品牌形象之（功能性品牌形象、聲望性品牌形象）對學生知覺品質皆有正向顯著的影響，顯示，學生透過直接或間接的經驗，對於所就讀的大學品牌形象所產生的主觀感受及印象總合越高，其對於學校經營品質的主觀判斷與評價也會隨著越高。（二）聲望性品牌形象對學生知覺品質有正向影響關係。（三）時間的改變會強化功能性品牌形象對學生知覺品質的正向影響關係；亦即隨著就讀年級的增加，功能性品牌形象對學生知覺品質的影響會遞增。（四）時間的改變會弱化聲望性品牌形象對學生知覺品質的正向影響關係；亦即隨著就讀年級的增加，聲望性品牌形象對學生知覺品質的影響會遞減。最後，提出實務意涵與未來建議。

關鍵字

教學品質 ； 行銷策略 ； 學術聲望

並列摘要

This study aims to probe into the effect of college brand image on students' perceived quality. The population of research subjects was comprised of the sophomores, juniors and seniors, who took undergraduate elective courses of billiards and weight training and came from the track and field and billiards squads at Yuan Ze University in the academic year of 2012-2015. This was an online questionnaire design. A total of 312 valid questionnaires were returned. The collected data were processed by SPSS 12.0 for descriptive analysis, Pearson product-moment correlation analysis and hierarchical multiple regression analysis (HMRA). Statistical analysis led to the following results: (1) college brand image had a positive impact on students' perceived quality. Both the functional brand image and reputational brand image of college brand image exerted a significantly positive influence on students' perceived quality. The better students' subjective feelings about and overall impression on, through direct or indirect experience, the brand image of the university where they studied were, the higher subjective judgment and evaluation they made of the university operation quality; (2) reputational brand image positively influenced students' perceived quality; (3) the change of time would strengthen the positive influence of functional brand image on students' perceived quality, namely functional brand image exerted greater influence on students' perceived quality as the grade was higher; (4) the change of time would weaken the positive influence of reputational brand image on students' perceived quality, namely reputational brand image exerted less influence on students' perceived quality as the grade was higher. At last, the study put forward its practical implications and suggestions on future research.

並列關鍵字

Teaching quality ； Marketing strategy ； Academic reputation

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