雙北地區國民小學學校內部行銷、教師組織承諾與學校競爭優勢關係之研究

本研究旨在探討雙北地區國民小學學校內部行銷、教師組織承諾與學校競爭優勢之關係，研究方法為問卷調查法，研究對象為臺北市與新北市國民小學教師，共計抽樣50所國民小學，發放610份問卷，回收488份，回收率約為80%，其中有效問卷445份，有效率約為73%，問卷資料使用描述性統計、獨立樣本t檢定、單因子變異數分析、Pearson積差相關分析與多元逐步迴歸分析等統計方法進行分析。　　根據研究結果與分析，獲致研究結論如下：一、雙北地區國民小學教師知覺學校內部行銷、教師組織承諾與學校競爭優勢程度均為中高程度。二、雙北地區國民小學教師，因其背景變項之不同，對學校內部行銷、教師組織承諾與學校競爭優勢有不同知覺感受。三、雙北地區國民小學學校內部行銷、教師組織承諾與學校競爭優勢整體及各分層面間具顯著正相關。四、雙北地區國民小學學校內部行銷、教師組織承諾對學校競爭優勢具預測作用，以組織認同的預測力最佳。

關鍵字

學校內部行銷；教師組織承諾；學校競爭優勢

並列摘要

The purpose of this study is to investigate the relations between school internal marketing, teachers’ organizational commitment and school competitive advantage of elementary schools in Taipei City and New Taipei City. Questionnaire survey method is adopted in this study, and the subjects of study are teachers of elementary schools in Taipei and New Taipei City. 50 schools are targeted as samples; 610 questionnaires are distributed. As a result, 445 valid questionnaires will be used in the statistical analysis, and effective response rate achieves 73%. The data are analyzed by descriptive statistics, independent t-test, one-way ANOVA, Pearson product-moment correlation, and multiple stepwise regression analysis. The conclusions of this study are as follows: 1.Perceptions about school internal marketing, teachers’ organizational commitment and school competitive advantage from elementary school teachers in Taipei City and New Taipei City are mid-high level. 2.Due to differences of background variables, teachers may perceive different degrees of consciousness toward school internal marketing, teachers’ organizational commitment and school competitive advantage. 3.The correlation between school internal marketing, teachers’ organizational commitment and school competitive advantage is significant positive correlation between the overall and each level. 4.Both school internal marketing and teachers’ organizational commitment have predictive effect on school competitive advantage, and organizational identification has the highest predictive effect.