觀光學系大一學生學校品牌形象、選校動機與行為意圖之研究

薛庭芳

doi:10.6825/NKUHT.2011.00010

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觀光學系大一學生學校品牌形象、選校動機與行為意圖之研究

The research of school brand image, college choice motive and behavior intention influence for freshman majoring in tourism

薛庭芳 , Masters　　Advisor：杜宜展　　

繁體中文 DOI： 10.6825/NKUHT.2011.00010

學校品牌形象；選校動機；行為意圖；觀光系； school brand image ； college choice motive ； behavior intention ； department of tourism

Abstract │ Reference (116) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

This research tried to explore school brand image, college choice motive and behavior intention influence for freshman majoring in tourism.
First of all, is to understand the common situation of school brand image, college choice motive and behavior intention influence for freshman majoring in tourism. And than, is to explore the differences between students’ background toward school brand image, college choice motive and behavior intention.  Finally, is to explore the effect of school brand image, college choice motive for student’s behavior intention .  
The research methods included documentation analysis and survey questionnaire. This research was based on the students of University , Technological & Vocational Colleges in Taiwan by purposive sampling.There were 400 valid cases, and the returned data were analyzed by statistical methods such as “Mean”, “Standard Deviation”, “One-Way ANOVA”, “Multiple Regression”.
The results of this study were as follows:
1.Most of college students’s have positive attitude to school brand image, but there are not strong enough to college choice motive and behavior intention.
2.Indiustry-Academic reputation factors and financial support are the major consideration of college choice.
3.The lack of” loyalty” and “pay more” intention.
4.Studends will not use campus complaint way to “Internal response”.
5.There are obvious differences between students’ backgrounds toward school brand image.
6.There are obvious differences between students’ backgrounds toward college choice motive.
7.There are obvious differences between students’ backgrounds toward behavior intention.
8.School brand image was predictor of behavior intention.
9.College choice motive was predictor of behavior intention.
10.School brand image and college choice motive were predictor of behavior intention.
Based on above findings, the study offers suggestions for college and further research respectivily.

Reference ( 116 ) 〈TOP〉

王瓊珠、洪儷瑜、陳秀芬（2007）。低識字能力學生識字量發展之研究－馬太效應之可能表現，特殊教育研究學刊，32 （3），1-16。
連結：
吳俊彥（2003）。消費者行為。台北：高立。
連結：
李宗鴻、許正賢（2006）。台灣地區俄文相關系所學生對於赴俄羅斯觀光之行為意向研究，高雄師大學報，21，105-120。
連結：
李建慶（2010）。宜蘭縣國民小學教師專業發展與學校品牌關係之研究。國立臺北教育大學教育政策管理研究所碩士論文，未出版，臺北。
連結：
林文祥（2007）。國民小學教育人員對學校品牌形象知覺之研究。國立暨南國際大學教育政策與行政學系碩士班碩士論文，未出版，南投。
連結：

Times Cited (2) 〈TOP〉

Altmetrics

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