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  • 學位論文

大學教師學校品牌形象知覺與工作滿意度關係之研究

A Study of the Relationship Between Teachers' Perception of University's Brand Image and the Degree of Job Satisfaction

指導教授 : 楊朝祥

摘要


本研究的目的在於探討大學教師學校品牌形象知覺與工作滿意度關係情形。首先,本研究探討學校品牌形象理論、工作滿意度理論及其他相關研究;其次,分析在不同背景變項下,大學教師在學校品牌形象知覺及工作滿意度的現況、差異情形與相關情形;最後,根據研究結果提出提昇學校品牌形象與增進大學教師工作滿意度之具體建議,以供大學、大學教師以及後續研究之參考。為了達到上述之研究目的,本研究主要採用問卷調查法,根據相關文獻探討以及預試的結果編製調查問卷,藉由調查問卷所獲得的資料以瞭解大學教師學校品牌形象知覺與工作滿意度的實際情形。研究對象以大學教師為主,共得有效樣本大學教師共388人。透過統計套裝軟體採用描述統計、獨立樣本t檢定、單因子變異數分析與皮爾森積差相關等方法進行統計分析。根據統計分析結果,獲致以下的結論: 一、大學教師對於學校品牌形象知覺良好 二、大學教師對於整體工作感到滿意 三、大學教師學校品牌形象知覺不受個人背景變項影響 四、大學教師工作滿意度不受個人背景變項影響 五、社會科學學門教師學校品牌形象知覺高於自然科學學門教師 六、社會科學學門教師滿意度高於自然科學學門教師 七、大學教師學校品牌形象知覺與工作滿意度有顯著相關性

並列摘要


The purpose of this study was to investigate the relationship between teachers' perception of university's brand image and the degree of job satisfaction. In this study, theories of university's brand image, job satisfaction and other relevant researches were reviewed. Besides, two variables, university teachers' awareness of university's brand image and the degree of job satisfaction, were investigated. In addition, relationship between teachers' perception of university's brand image and the degree of job satisfaction were further elaborated. Finally, based on the conclusions of this study, recommendations for university's brand image reinforcement and university teachers' job satisfaction enhancement were pinpointed for universities and teachers. A self-developed questionnaire was used to collect data from university's teachers. Totally, 388 valid samples were surveyed. Collected data was analyzed by using of package statistics software. The followings were conclusions of this study: 1.The university teachers reported strong perception of university's brand image. 2.The university teachers were satisfied with their jobs. 3.The university teachers' perception of university's brand image was not influenced by teacher's demographic variables. 4.The university teachers' job satisfaction was not influenced by teacher's demographic variables. 5.Social science teachers possessed of better university's brand image than nature science teachers. 6.Social science teachers showed higher job satisfaction than nature science teachers. 7.The teachers' perception of university's brand image and the degree of job satisfaction were highly correlated.

並列關鍵字

School brand image Job satisfaction

參考文獻


林文祥(2007)。國民小學教育人員對學校品牌形象知覺之研究。暨南國際大學教育政策與行政學系碩士論文,未出版,南投縣。
呂麗珍(2001)。高中、高職會計學教師工作滿意度之研究。中原大學會 計研究所碩士論文,未出版,桃園縣。
鄒惠生(2007)。桃園縣國民小學學校效能與教師工作滿意度關係之研究。元智大學管理研究所碩士論文,未出版,桃園縣。
許麗萍(2007)。大學教師工作滿意度之研究。淡江大學教育政策與領導研究所碩士論文,未出版,台北縣。
陳永昌(2007)。品牌之價值。台北:經濟部智慧財產局。

被引用紀錄


陳舒婷(2014)。國小校長轉型領導與教師工作滿意度關係之研究 —以桃園縣偏遠地區為例—〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201400011
洪婉玲(2013)。臺中市國民小學學校行銷策略、學校形象與家長滿意度關係之研究〔碩士論文,國立臺中科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0061-0806201315480500

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