臺灣地區大學生選擇校系因素之分析

羅婉綺

doi:10.6837/NCNU.2007.00081

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臺灣地區大學生選擇校系因素之分析

A Study of Factors About Undergraduate’s College Choice and Major Choice in Taiwan

羅婉綺 , Masters　　Advisor：葉連祺　　

繁體中文 DOI： 10.6837/NCNU.2007.00081

大學選擇；消費者行為；高等教育行銷； college choice ； consumer behavior ； higher education marketing

Abstract │ Reference (79) │ Times Cited (11) │ Altmetrics

Abstract 〈TOP〉

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Recently in Taiwan, higher educational market became more competitive than ever because the number of universities and departments increased abruptly. Based upon high school students’ needs and preference, all university directors hoped to use suitable marketing and reform operation to appeal more outstanding students. So the purposes of the study were to investigate the influential factors about undergraduate’s college choice and major choice in Taiwan and offer some suggestions for university directors to design their operation strategies.
Survey data were took from The Taiwan Higher Education Database which included 15 college choice factors and 10 major choice factors for freshmen. 16,379 undergraduate in 2003 and 26,268 undergraduate in 2005 took as samples. Moreover the impact of personal and environmental variables on 25 factors about college choice and department choice were explored. In addition, the casual relationship between the college choice factors and major choice factors were also explored.
Some conclusions had drawn from the study as follows:
1.College department and employment opportunities in the future were the major factors for freshmen to consider in college choice.
2.Individual interests and academic capabilities were the major factors for freshmen to consider in major choice.
3.The major factors for freshmen to consider in college choice and major choice were different in the two school years.
4.Family background had different impact on undergraduates’ college choice and major choice.
5.Undergraduates in different colleges and academic areas had diverse demand in college choice.
6.Undergraduates’ college choice influenced their major choice.
Besides, some suggestions were proposed to university directors and future researchers.
1.Suggestions to university directors:
(1)To emphasize department’s characteristic and employment condition in the future on recruitment strategies.
(2)To operate well in university affairs according accordance to with undergraduates’ college choice and major choice in different school years.
(3)To build up a database in order to analyze the family background of undergraduates and its impacts.
(4)To realize the needs of undergraduates in different colleges and academic areas in diverse ways.
(5)To promote the identification of undergraduates with the findings of casual relationship between college choice and major choice.
2.Suggestions to department directors:
(1)To develop department’s characteristic by reference to undergraduates’ college choice.
(2)To change the courses and teaching to satisfy undergraduates’ needs in future employment market.
(3)The courses and teaching should be considered undergraduates’ learning motivation and academic capabilities. 
3.Suggestions to future researchers:
(1)To increase more factors of college choice and major choice to discuss broadly.
(2)To use more research methods to obtain deep understandings.
(3)To add parents and teachers as samples to understand their needs.
(4)To verify the practical applications of these findings by using samples in vocational and technical education.

Reference ( 79 ) 〈TOP〉

參考文獻
一、中文部分
王志剛和謝文雀（譯）（J. F. Engel, R. D. Blackwell, & P. W. Miniard著）（1995）。消費者行為。台北：華泰。
王惠美（2003）。商職學生選校評估準則之研究。朝陽科技大學企業管理系碩士論文，未出版，台中。
行政院國家科學委員會（2006）。大學學術追求卓越發展延續計畫。2006年12月16日，擷取自http://www.nsc.gov.tw/cen/ct.asp?xItem=5032&CtNode=1401

Times Cited (11) 〈TOP〉

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