台灣地區大學生對大學品牌價值知覺影響因素之研究

The Factors Influencing the Undergraduate’s Perception on the University Brand Value

林美嵐(Mei-Lan Lin)

指導教授 ： 葉連祺

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.2007.00087

摘要

本研究探討影響大學生對大學品牌價值知覺之因素，藉由學生對於就讀大學之意見調查，以瞭解影響大學生對大學品牌價值知覺的因素，及造成品牌價值知覺差異的影響因素和關聯性。
經文獻分析，綜合國內外有關大學品牌與品牌價值之理論與文獻，歸納學生對學校各項教育服務的滿意度意見為六大項目。研究資料取自台灣高等教育資料庫94學年度就讀大學三年級學生之調查樣本，有效樣本為26,307人，擷取學生對學校各項服務滿意度與學校聲譽、學校整體評價、推薦他人就讀意願等資料，進行分析。研究結論如下：
一、性別、學校類型、學門類別皆是影響大學生對大學品牌價
值知覺差異之因素
二、性別、學校類型、學門類別皆是影響學生對學校學校滿意
度差異之因素
三、學習、日常生活、學校行政服務相關因素與學生知覺大學
品牌價值關聯較高
四、教師輔導相關因素與學生知覺大學品牌價值關聯最低
五、學生對學校滿意度可有效預測其對大學品牌價值的知覺
六、學校滿意度對大學品牌價值有因果影響關係
綜合上述結論，提出對大學校院經營者、主管教育行政機關與後續研究者之參考建議。

關鍵字

大學品牌 ； 大學品牌價值 ； 大學選擇 ； 台灣高等教育資料庫

並列摘要

The purpose of this study was to explore the factors influencing the undergraduate’s perception on the university brand value. Based upon undergraduate’s opinions, the influential factors about undergraduate’s perception on university brand value and its influences were discussed.
According to literature review, some theoretical base and researches about university brand and university brand value were discussed and the undergraduate’s opinions on their school educational services were integrated into six main items. 26,307 senior undergraduate as samples who were choose from Taiwan Higher Education database were to analysis their satisfactions in school services, and perceptions about university reputation, total evaluations on whole school, and the wish of commendation on admission were also studied. Conclusions were drawn as following:
1. Sex, university’s style and academic area were
influential factors that affected the
undergraduate’s perception on university brand
value.
2. Sex, university’s style and academic area were
influential factors that affected the
undergraduate’s satisfaction on university brand
value.
3. The factors about learning, daily activities and
administrative services were most relative with the
undergraduate’s perception on university brand
value.
4. Professor’s guidance were least relative with the
undergraduate’s perception on university brand
value.
5. The undergraduate’s satisfactions with their
schools could forecast significantly their
perception on university brand value.
6. The causal relationship between undergraduate’s
satisfaction with their schools and university
brand value was existed.
According to conclusions above, some suggestions for the directors of university, Ministry of Education, and further researchers were provided.

並列關鍵字

college choice ； Taiwan Higher Education Database ； university brand ； university brand value

參考文獻

一、中文部分

田祖武、許家甄與鍾宜靜（2004）。品牌價值衡量模式之建構分

析。政大智慧財產評論，2(2)，109-132。

台灣高等教育資料庫（2006a）。台灣高等教育資料庫計畫簡介。

2007年7月11日，擷取自