Exploring the Consumer Behavior That Influences Student College Choice

消費者行爲影響學生選校之探究

沈正玔(Cheng-Chuan Shen)

《真理財經學報》 11期 (2004/12) Pp. 53-72

https://doi.org/10.29963/TOJEB.200412.0003

摘要

本文探討消費者行為影響學生選校的因素，且著重於探討學生選校過程的抉擇階段，即為Hossler和Gallagher三階段選校過程的最後階段。
為了瞭解學生如何選擇所要就讀的學校，本研究對395位經由推薦甄選管道入學，就讀台灣北部某私立大學的大一學生作問卷調查。受訪學生針對影響選校消費價值的題項給予評分，收回問卷的相關數據，經由描述分析，測定各消費價值影響學生選校決定異數分析、獨立樣本t檢定，檢驗學生學業成績和性別的兩個變項，對選校考量是否有顯著差異。研究結果發現，消費價值並未影響學生選校決定；然而學生們認為，以功能價值評估上述該所大學具有的特色時，則結果顯示某些程度地影響他們的選校決定。再者，考驗結果發現，學業成績變項對友善而開放的校風特色有顯著差異，即學業成績高的學生比學業成績低的學生注重友善而開放的校風；性別對學校臨近許多都市活動的特色有顯著差異，即男學生比女學生注重學校臨近許多都市活動的特色。
此研究結果呈現有關該大學本身優劣之處，相關大專院校可引為參考，而該大學應運用行銷策略，以滿足學生們的需求。

關鍵字

消費者行為 ； 選校 ； 推薦甄選入學

並列摘要

This study examined consumer behavior influencing student college choice. The study focused on the choice stage, which is the last of Hossler and Gallagher's three-stage college-choice process.
To understand how students select their institution, a survey was administered to the 395 freshmen who received recommended admission from a private university in northern Taiwan. The survey asked respondents to assign numerical ratings to statements regarding consumption values influencing their college choice; Descriptive analyses were conducted to determine the extent to which students used each of consumption values. Inferential analyses, including one-way ANOVAs, and independent sample I tests were then used to determine the differences to which students perceived each of the characteristics of the selected university.
The findings revealed that students considered the consumption values to have a neutral effect on their college choices. However, students' opinions on the impact of the functional value upon the selected university's characteristics varied between neutral and agreement. Furthermore, significant differences regarding characteristics based on students' demographic characteristics were found. Students with higher GPA scores perceived the selected university has a friendly, open atmosphere to be significantly more important than did students with lower scores, and males perceived the university is located near many city activities to be significantly more important than did females. These findings provide practical information in identifying the strengths and weaknesses of the selected university. Institutions, especially the selected university, can utilize the results to apply institutional marketing to accommodate the demands of its current and potential students.

並列關鍵字

Consumer behavior ； College choice ； Recommended admission

參考文獻

Baksh, A.,Hoyt, J. E.(2001).The effect of academic scholarships on college attendance.College & University.76(4),3-8.

Hemsley-Brown, J.(1999).College choice perceptions and priorities.Educational Management & Administration.27(1),85-98.

Hesel, R. A.(1997).Campus safety is now a significant factor in college choice; students and parents are equally concerned about safety at college.Studentpoll.2(2),1-11.

Hossler, D.,Gallagher, K. S.(1987).Studying student college choice: A three-phase model and the implications for policy makers.College & University.62(3),207-221.

Taipei Times