家長讓子女就讀私立學校之動機分析-以南部某私立小學為例

在少子化的現今，又加上資訊蓬地發展、資訊取得容易的條件下，許多家長替子女擇校條件越來越嚴苛，互相比較與評估衡量日趨增加。在此條件下，學校間也被迫面臨轉型以適應競爭或不適者淘汰的局面。在此種高度威脅的情境，校方應先知曉學童家長的需求與必要條件，以利明確地掌握家長訴求，促進招生成效，並不失學校應有的教育責任，達成校方與家長雙贏局面。本研究透過量化問卷調查，並以高雄市私立幼兒園家長為研究對象，共發放214份問卷。本次有效問卷共190份，透過應用因素分析、多元迴歸分析以及類神經多層感知模型進行綜合分析。問卷結果顯顯示，學校形象、學校效能、交通便利性、學校行銷策略、學生課業成績表現對於家長替子女擇校有正向的顯著效果，故校方如何建立良好學校形象、加強學校效能、活化交通便利性、善用行銷策略、提升學生校內/升學成績表現等，皆為校方應注重的焦點。

關鍵字

因素分析；多元迴歸分析；類神經多層感知分析模型；選校因素；學校形象

並列摘要

The current conditions on choosing schools for children have become a critical issue due to different reasons, e.g. sub-replacement fertility, rich information development and ease of retrieving information. Parents will compare and evaluate possible factors while choosing schools. Under such circumstance, schools are forced to transform in order to adapt the severe environment and survive. The schools will need to understand the potential and necessary criteria of parents and students, explicitly uphold their needs, and further reach the final educational targets to successfully recruit the students. This research was conducted by survey focusing on kindergarten parents in Kaohsiung City. Overall 214 questionnaires were distributed with 190 effective response, and the result were analyzed by factor analysis, multiple regression analysis and multiple-layer perceptron model (MLP). The result showed that school image, school effectiveness, traffic accessibility, school marketing strategy and student academic performance have significantly positive effect on choosing schools. In other words, schools should emphasize on various perspective to enhance their recruitment rate, e.g. how schools build up their positive and favorable image, how to enhance school effectiveness, how to activate the traffic accessibility, how to properly use the marketing strategy, how to improve students performance internally and externally.