摘要 本研究主要以企業文化的觀點來探討知覺品質對招生績效的影響之研究,此外也針對知覺品質與品牌形象交互作用後對招生績效影響情況加以探究。本研究採隨機抽樣的方式進行實地發送及收集問卷,以國防大學之大學部學生為施測對象,以問卷方式收集資料,共發出問卷500份,回收有效問卷328份,有效回收率為66%。並運用SPSS統計分析軟體,以因素分析、相關分析、階層迴歸分析等方法來進行資料分析。本研究結果有四: 1. 知覺品質對品牌形象成顯著正向影響。 2. 品牌形象對招生績效成顯著正向影響。 3. 知覺品質對招生績效成顯著正向影響。 4. 品牌形象在知覺品質對招生績效時,具有中介效果。 最後本研究希望藉此研究之結果,能提供將執行品牌形象的學校有些許的建議及參考。 關鍵詞:知覺品質;品牌形象;招生績效
Abstract This study is to investigate the aspect of the brand image on the relations between perceived quality and the enrollment performance. In addition; it is also explore the interaction perceived quality and the brand image on the enrollment performance. The mode of sending out and collection questionnaires adopt random sampling in this study. These objects that we send out questionnaires to the students of the Ministry of National Defense University, the University of Surveying students object to the questionnaire to collect data, total of 500 questionnaires are sent out, it was being deducted invalid and not filling out questionnaires. The number of effective questionnaire is 328 and the effective rate is 66%. The way of SPSS statistical analysis software is used data analysis include factor analysis, relevant analysis and hierarchical regression analysis. The results of this study are: 1. The perceived quality has a significant positive impact on the brand image. 2. The brand image has a significant positive effect on the enrollment performance. 3. The perceived quality had a significant positive effect on enrollment performance. 4. The brand image has a mediating effect in the perceived quality on the enrollment performance. Finally, it is hoped that the outcomes of the study can offer suggestions and reference to the university that are going to explore the brand image. Keywords: perceived quality; brand image; Admissions Performance