國民小學優質學校與品牌形象關係之研究

A Study on the Relationship between Quality School and Brand Image in Elementary Schools

蔡孟愷(Meng-Kai Tsai)

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(2009年)

https://doi.org/10.6837/NCNU.2009.00131

摘要

本研究旨在探討國小優質學校與學校品牌形象的現況，進而分析國民小學優質學校與學校品牌形象之關聯性。本研究採取問卷調查法，研究工具為自編之「國小優質學校與品牌形象現況調查問卷」，以臺閩地區公立國小教育人員為研究對象，分層隨機抽取263所學校，再以簡單隨機抽樣方式，抽取1,052位教育人員為樣本。共計回收615份，有效樣本為596份，可用率為56.6%。所蒐集資料以描述性統計、多變量與單變量分析、卡方自動互動檢視法、皮爾森積差相關、多元逐步迴歸與結構方程模式等統計方法進行處理。經資料分析後，獲致下列六項重要結論：
一、國小實施優質學校現況以校長領導層面最佳。
二、國小實施學校品牌形象現況以經驗性品牌形象最佳。
三、年齡、職務、年資、教育程度、區域、規模會影響國小教育人員對優質學校的知覺。
四、年齡、職務、年資、教育程度、區域、創校歷史是影響國小教育人員對學校品牌形象知覺的因素。
五、優質學校與學校品牌形象有高度正相關。
六、優質學校會正向影響學校品牌形象，反之亦然。
根據上述研究結論，提出下列建議：
一、對主管教育行政機關之建議
（一）規劃辦理以優質學校為主題研討會。
（二）研訂優質學校評選指標並定期表彰。
（三）師法香港優質教育基金會專責推動。
（四）籌辦教職員學校品牌形象專業課程。
（五）推動學校特色認證並進行交流參訪。
二、對學校經營者之建議
（一）善用優質學校指標協助學校優質化。
（二）參酌品牌形象指標推動學校特色化。
（三）特色學校應以優質教育經營為基礎。
三、對未來研究者之建議
（一）運用多元研究方法。
（二）納入校外顧客觀點。
（三）增加重要相關變項。

關鍵字

品牌形象 ； 學校品牌形象 ； 教育品質 ； 優質學校

並列摘要

The purpose of this study was to explore the current situation of quality school and school brand image in the elementary schools, and to investigate the relationship between them. The study adopted questionnaire survey, and the questionnaire was “The current situation of quality school and school brand image questionnaire in the elementary schools”. School samples were stratified randomly selected from public elementary schools in 25 cities and countries in Taiwan. And some educators in each sample school randomly selected, total 1,052 educators received questionnaires. 615 questionnaires were returned and 596 valid ones to be evaluated. The validity was 56.6%. The collected data were analyzed by descriptive statistics, one-way ANOVA, one-way MANOVA, chi-square automatic interaction detector, Pearson’s product-moment correlation, multiple stepwise regression analysis and Structural equation modeling.
The major conclusions of this study were as follows:
1. The elementary school educators scored average in the perception to the quality school, and the highest score was in “principals’ leadership”.
2. The elementary school educators also marked high scores in the perception to the school brand image, and the highest score was in “experiential brand image”.
3. There were significant differences of the perception of elementary school educators in quality school among age, position, service duration, educational level, school scale and region.
4. There were significant differences of the perception of elementary school educators in school brand image among age, position, service duration, educational level, school region and history.
5. There was a high positive relationship between quality school and school brand image.
6. Quality school had positive significant effect on school brand image, and vice versa.
Finally, suggestions drawn upon the conclusions can be a great future reference for the institutions of educational administration, school administrators and future researchers.

並列關鍵字

brand image ； school brand image ； education quality ； quality school

參考文獻

陳瑞萍（2000）。師範院校招生行銷策略規劃之研究。國立臺灣師範大學教育研究所碩士論文，未出版，臺北市。

一、中文部分

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