國民小學學校品牌形象之研究

本研究旨在了解國民小學教育人員與學生家長對學校品牌形象現況的知覺情形，由功能性品牌形象、象徵性品牌形象、經驗性品牌形象三個層面，進行調查與分析。調查對象為南投縣的二所國民小學教育人員與學生家長，在研究樣本回收部分，包含教育人員112 人與學生家長231 人，合計有效樣本為343 份。使用自編「國民小學學校品牌形象調查問卷」為調查工具，所得資料以描述統計、t 檢定、單因子變異數分析等方法進行分析，獲得以下結論：一、學校品牌形象以經驗性品牌形象為佳。二、教育程度是影響國小教育人員學校品牌形象知覺的因素。三、年齡與教育程度是影響國小學生家長學校品牌的因素。四、越區就讀學生家長在品牌形象知覺分數高於本學區學生家長。

關鍵字

品牌形象；學校品牌形象；國民小學

並列摘要

This study was designed to understand the perception of elementary schoolteachers and students’ parents about school brand image by conducting a survey and analyzing from three dimensions: the functional brand image, the symbolic brand image and the experiential brand image. Two elementary schools’ teachers and students’ parents in Nantou County were surveyed. After retrieving study samples, the total effective samples were 343 including 112 teachers and 231 students’ parents. Using a self-made "elementary school brand image questionnaire" as the survey tool, those collected data were analyzed by descriptive statistics, t test and one factor variance analysis. And the conclusions were as follows: 1. The experiential brand image was the better school brand image. 2. Elementary school teachers’ perception of school brand image was affected by their education level. 3. Elementary school students’ parents’ perception of school brand image was affected by their age and education level. 4. Cross district study students’ parents got higher scores on perception of school brand image than in district study students’ parents.