本研究主要目的為探究學校關係行銷,對學生選校行為意向的影響,並以學校品牌知名度為干擾變項,分析品牌知名度對學校關係行銷與學生行為意向之間的調節效果。本研究採問卷調查法進行,選取南部兩所公立大學的學生為研究對象,共計發出250份問卷,有效問卷212份。研究結果顯示,學校關係行銷對學生選校意向確實有直接影響,但當以學校品牌知名度為調節變數時,只有在結構性關係行銷和學生行為意向之間存有正向調節效果,且唯有當高結構性關係行銷發生時,學生的行為意向受到高知名度學校的影響才會大於低知名度的學校。本研究發現有助於瞭解學校品牌知名度對學校關係行銷以及學生選校行為意向之間的影響,藉由學生觀點提供大專校院在經營行銷上另一層面的省思。
The purpose of this study is twofold: first, to explore the relationship between school relationship marketing and students' behavior intention; second, to examine the moderating effects of brand awareness on school relationship marketing and students' behavior intention. A questionnaire was developed and completed by 250 freshmen in 2 universities in Southern Taiwan. There were 212 valid returns. The findings of the study show: 1) School relationship marketing has a direct positive effect on students' behavior intention; 2) School brand awareness serves as a positive moderator between structural relationship marketing and students' behavior intention; 3) The school which has high brand awareness influences students' behavior intention more in the high structural relationship marketing situation. The findings of this study contribute to confirm school relationship marketing. They have positive effects on students' behavior intention, and provide better understanding of university students' behavior intention.