高級中學參與高中優質化輔助方案與學校品牌形象關係之研究

A Study on the relationship between to participate Senior High School Actualization Program and school brand image in the Senior High School

張世忠(Shin-Chung Chang)

指導教授 ： 蔡金田

國立暨南國際大學/教育學院/教育政策與行政學系/碩士(2014年)

https://doi.org/10.6837/NCNU.2014.00075

摘要

本研究旨在探討高級中學教育人員知覺學校參與高中優質化輔助方案與學校品牌形象的現況，其次比較不同背景變項教育人員知覺學校優質化推動現況與學校品牌形象的差異情形，第三，探求高級中學優質化程度與學校品牌形象之關聯性。最後根據結論提出建議，以供教育主管機關、學校及未來研究之參考。
本研究以問卷調查法進行之，研究工具為「高級中學參與高中優質化輔助方案與學校品牌形象關係調查問卷」，包含「高級中學優質化程度量表」與「高級中學品牌形象量表」兩部分。以101學年度獲得高中優質化輔助方案補助之公私立高級中學教育人員為研究對象，總計抽取82校984份問卷，於102年6月10日寄發，至102年6月24日回收，共計回收804份問卷，回收率為81.71％，扣除19份無效問卷後，有效問卷計785份。以描述統計、平均數差異考驗（t-test）、單因子變異數分析（one-way ANOVA）、皮爾遜積差相關（Pearson’s product-moment correlation）及逐步多元迴歸（stepwise multiple regression analysis）等方式進行分析。研究結果歸納如下：
一、教育人員對於高級中學參與高中優質化輔助方案實施現況的知覺屬於高度水準，以「經費與資源運用」最高。
二、教育人員對於學校品牌形象實施現況的知覺屬於高度水準，以「經驗性品牌形象」最高。
三、不同性別、年齡、職務、年資、規模、校史會影響高級中學教育人員對學校優質化的看法。
四、不同性別、年齡、職務、年資、規模、校史會影響高級中學教育人員對學校品牌形象的看法。
五、高級中學優質化程度與學校品牌形象有高度正相關。
六、高級中學參與高中優質化輔助方案優質化程度對學校品牌形象具有預測力

關鍵字

優質學校 ； 高中優質化輔助方案 ； 學校品牌形象

並列摘要

The purpose of this study is to explore that senior high school educators who participate Senior High School Actualization Program can promote school brand image status. And secondly, to present the current and the differential situation of comparing school educators with different background variables in promoting Senior High School Actualization Program and the brand image. Thirdly, to explore the relationship between the quality degree of senior high school and school brand image.Finally, to provide the thesis as a reference for educational authorities, schools and other researchers for future research.
Questionnaire survey is conducted in this study. Research tools as " the relationship of Senior high school in participating in Senior High School Actualization Program and school brand image questionnaire." The questionnaire included "the quality degree of senior high school scale" and " senior high school brand image scale." The research object is the public and private senior high school educators in the school year of 101 that has gotten Senior High School Actualization Program. The total number of 984 questionnaires are drawn in 82 schools；10 June 2013 sent to 24 June 2013 recovery；804 questionnaires are returned；the rate is 81.71% . After deducting 19 invalid questionnaires, the rest are 785 valid questionnaires. The data of the study is analyzed by using descriptive statistics, t-test, one-way ANOVA, Pearson’s product-moment correlation, and stepwise multiple regression analysis. The results are summarized as follows：
1.The perceive score of senior high school educators participating Senior High School Actualization Program implementation status of perception belongs to high standard, and the highest score is in "Funding and resource utilization.".
2.The perceive score of senior high school educators for the school brand image perception belongs to high standard, and the highest score is in”Experiential brand image".
3.Different gender, age, position, service duration, size, and school history of senior high school educators have influence on the perception of participating Senior High School Actualization Program promote conditions.
4.Different gender, age, position, service duration, size, and school history of senior high school educators have influence on the perception of school brand image.
5.There is high positive relation between the quality degree of senior high school and school brand image.
6.The quality degree of senior high school in participating Senior High School Actualization Program can mainly predict school brand image status.

並列關鍵字

quality school ； Senior High School Actualization Program ； school brand image

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