大學教學品質提升措施成效影響大學品牌之跨時間比較

A Cross Time Study on the Causal Relationship between Promotion for Teaching Quality and University Brand

葉連祺(Lain-Chyi Yen)

《教育學刊》 28期 (2007/06) Pp. 195-224

https://doi.org/10.6450/ER.200706.0195

摘要

提升大學教學品質是高等教育的重要課題，教育部正推動獎勵大學教學卓越計畫，以協助台灣地區的大學發展卓越教學。本研究建構一個由大學教學品質提升措施、大學品牌管理和大學品牌效應組成的理論模式架構，以驗證提升大學教學品質措施和增進大學品牌效應的關聯性和影響效果。經選取一所台灣地區獲得該計畫經費補助的大學，間隔半年，兩次實證調查1,032位和814位大學生對於大學教學品質提升措施成效、大學品牌管理和大學品牌效應的知覺，其中提升大學教學品質措施分成8個層面，以品牌知名度和品牌形象代表品牌管理變項，而吸引高中生就讀視為品牌效應變項。研究結果都顯示提升大學教學品質措施各層面成效彼此相關且形成因果影響關係，大學品牌變項效應彼此有關聯，顯然提升大學教學品質措施成效確實有助於增進大學品牌效應，另得到一些解釋影響關係的模式，可做為後續研究和大學改革之參考。

關鍵字

大學品牌 ； 卓越教學 ； 教學品質 ； 教學卓越

並列摘要

To promote the teaching quality of university is an important issue in higher education currently. In Taiwan, Ministry of Education has been implemented one financial aid project during 2005-2008 to help some universities to develop excellence teaching. One theoretical model was used to test the correlation and influential effects between the promotion of teaching quality and the university brand effect. 1,032 and 814 undergraduates were sampled at twice from one university which gota financical aid in 2005. Their perceptions about promoting the teaching quality, university brand management and university brand effects were surveyed. The promotion of teaching quality included eight dimensions. Brand awareness and brand image were treated as university brand management variables. To attract senior high school student was treated as university brand effect variable. The findings indicated that some causal relationship existed among the eight dimensions of teaching quality and three university brand variables. To promote teaching quality was indeed useful to increase the university brand effects. Some models to explain the casual relationship among these variables were also proposed.

並列關鍵字

excellence teaching ； teaching excellently ； teaching quality ； university brand

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