國民小學教育人員對學校品牌形象知覺之研究

A study on the perception of educators about elementary school's brand image

林文祥(Wen-Hsiang Lin)

指導教授 ： 葉連祺 博士

國立暨南國際大學/教育學院/教育政策與行政學系/碩士(2007年)

https://doi.org/10.6837/NCNU.2007.00037

摘要

本研究目的在了解國民小學教育人員對學校品牌形象的知覺情形，其包含功能性品牌形象、象徵性品牌形象、經驗性品牌形象三個層面，並自理想程度和實際程度兩個向度，進行探討。
調查對象為中部四縣市的國民小學教育人員，抽樣200所國小計1000人為樣本，而有效樣本為725人。使用自編「國民小學教育人員對學校品牌形象知覺調查問卷」為調查工具，所得資料以描述統計、t 考驗、單因子變異數分析等方法進行分析，獲得以下結論：
一、國民小學教育人員對學校品牌形象各層面的知覺不同。
二、國民小學教育人員對學校品牌形象的理想層面知覺高於實際感受。
三、性別、年齡、現任職務、教育程度和服務年資等個人背景變項會影響國民小學教育人員的學校品牌形象知覺。
四、學校地點、學校規模和創校歷史等學校背景變項會影響國民小學教育人員的學校品牌形象知覺。
另對主管教育行政機關、學校主管及後續研究者提出建議，俾供推動和研究學校品牌形象之參考。

關鍵字

教育管理；學校行政；學校品牌形象；國民小學

並列摘要

The purpose of this study is to understand the perception of educators about elementary school's brand image. The brand image of school which included three dimensions of functional brand image, symbolic brand image and experiential brand image was studied from the views of “ideal” and “actual”. 1000 educators of 200 elementary schools in four counties in central Taiwan were sampled to survey and 725 samples were toke to study in this study. A self-made questionnaire, “The questionnaire of the Perception of Educators about Elementary School's Brand Image”, was used to survey. Data were analyzed by descriptive statistics, t-test with independent samples, and one-way ANOVA. And some conclusions of this study were as follows:
1. The perception of educators about elementary school's brand image were different between the three dimensions.
2. Educators’ perception of “ideal “view about elementary school's brand image were higher than the “actual” one.
3. The personal background variables that included sex, age, position in school, education degree and years in service had significant affect on the perception of educators about elementary school's brand image.
4. Some school background variables that included location of school, school scale and history had significant affect on the perception of educators about elementary school's brand image.
According to the conclusions above, some suggestions for educational administrative agencies, elementary school administrators and future researchers were also provided.

Keywords：educational management, elementary school, school administration, school brand image

並列關鍵字

educational management；elementary school；school administration；school brand image

參考文獻

參考文獻

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