學校形象管理、公共關係與學校效能關係之研究-以桃園縣國民小學為例

A Study of Relationships among Schools＇Image Management,Public Relation and School Effectiveness:Taoyuan County Elementary as an Example

張麗君(Li-Chun Chang)

指導教授 ： 楊慶麟

中原大學/人文與教育學院/教育研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200195

摘要

本研究旨在探討桃園縣國民小學學校形象管理、公共關係與學校效能之現況，並分析不同背景變之差異、相關、預測情形與中介效果。以桃園縣公立國民小學教師及行政人員為研究母群，分層隨機抽取76所學校， 915位教師及行政人員為研究樣本。本研究係以「學校形象管理問卷」、「公共關係問卷」與「學校效能問卷」為研究工具實施調查研究，問卷回收810份，有效問卷795份，可用率為98.1%。問卷回收以描述性統計、 -test、單因子變異數分析、皮爾森積差相關、多元迴歸、階層多元迴歸等統計方法進行資料分析。
本研究結果歸納如下：
一、桃園縣國民小學學校形象管理各構面以「教師專業形象」的得分最高，「校友表現形象」得分最低；公共關係的各構面以「支持合作」的得分最高，「計畫決策」的得分最低；學校效能各構面以「教師教學品質」的得分最高，「學生學習表現」的得分最低。
二、不同性別、教育程度、及婚姻狀況之受測者在學校形象管理整體知覺上並無顯著差異；不同年齡、任教年資、擔任職務、學校規模、學校地區及創校歷史之受測者在學校形象管理整體知覺上達部分差異。
三、不同性別、年齡、教育程度、任教年資、擔任職務、學校地區及創校歷史之受測者在公共關係整體知覺上並無顯著差異；不同婚姻狀況、學校規模之受測者在公共關係整體知覺達部分差異。
四、不同教育程度、擔任職務、婚姻狀況、學校地區及創校歷史之受測者在學校效能整體知覺上並無顯著差異；不同性別、年齡、任教年資及學校規模之受測者在學校效能整體知覺達部分差異。
五、「學校形象管理」、「公共關係」與「學校效能」之間，呈顯著正相關。
六、桃園縣國民小學之「學校形象管理」與「公共關係」兩個變項能有效預測「學校效能」。
七、「公共關係」對「學校形象管理」與「學校效能」具中介效果影響。

關鍵字

學校效能 ； 公共關係 ； 學校形象管理

並列摘要

This research is for exploring the present situation of Schools’ Image Management, Public Relation and School Effectiveness and analyzing the differences and correlation of different background variables as well as prediction and intermediate effects. In this research, teachers and administration staff of public elementary schools in Taoyuan as the population of research. In stratified random sampling, 76 schools, 915 teachers and administration staff were drawn as the samples for the research. Tools of this research are Schools’ Image Management Questionnaire, Public Relation Questionnaire and School Effectiveness Questionnaire are employed for survey. 810 sets of questionnaire were mailed out and recovered 795 sets. The usable rate is 98.1%. The recovered copies of questionnaire were processed in descriptive statistics and analyzed in various statistical methods, including -test, ANOVAs, Pearsons Product-Moment Correlation, Multiple Regression and Hierarchical Multiple Regression. The results of the research are concluded as the following:
1. In the Schools’ Image Management Perspectives of Elementary school of Taoyuan County, the Professional Image of Teacher scored the highest and the Image of Alumni Performance scored the lowest. In the Public Relation Perspectives, the Support and Cooperation scored the highest and the Planning and Decision Making scores the lowest. In the perspectives of School Effectiveness, Teachers’ Instruction Quality scored the highest and the Student Learning Performance scored the lowest;
2. The tested samples are not with significant difference in the overall awareness of School Image Management as resulted from the difference in gender, educational background, and marital status; however, tested samples with difference in age,teaching seniority, job and size of school has significant difference in the overall awareness of school image management.
3. The tested samples are not with significant difference in the overall awareness of public relation as resulted from the difference in gender, age, educational background, seniority in teaching, jobs and; but the tested samples of different marital status and school sizes has significant difference in overall awareness of public relation.
4. The tested samples are not with significant difference in the overall awareness of school effectiveness as resulted from the difference in educational background, seniority in teaching, jobs and marital status; but, the tested samples are with significant difference in the overall awareness of school effectiveness as a result of difference of gender, age,teaching seniority and scale of school;
5. There is significant positive correlation among Schools’ Image Management, Public Relation and School Effectiveness;
6. The two variables, Schools’ Image Management and Public Relation of elementary schools in Taoyuan County can effectively predict School Effectiveness;
7. Public Relation has intermediating effect on School s’ Image Management and School Effectiveness.

並列關鍵字

School Effectiveness ； Public Relation ； School EffectivenessSchool EffectivenessPublic Relation ； Public RelationSchools’Image Management ； Schools’Image ManagementSchools’Image Management

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