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題 名 | 師長說了算? 以師長意見程度探討高職學生選校之干擾效果=Is It the Teacher’s Call? Exploring the Interference Effect of the Teacher and Parent on the Students in Choosing Technical and Vocational School |
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作 者 | 蔡清嵐; 蔡清嵐; | 書刊名 | 南亞學報 |
卷 期 | 36 2016.12[民105.12] |
頁 次 | 頁290-321 |
分類號 | 496.1 |
關鍵詞 | 品牌形象; 知覺價值; 忠誠度; Brand image; Perceived value; Loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究係以品牌形象、知覺價值與忠誠度的結構關係進行高職學生選校實證研究模式,模式並以「老師、父母」為干擾變數。研究採問卷調查方式進行,運用AMOS 16版為分析工具。問卷對象分別就技職校院商管、工程、設計、民生等四學群之大一新生中隨意抽樣,總計有樣本數214位,其中男生113,女生101位。根據結構方程模型和階層廻歸分析之實證結果有二。其一,證實品牌形象確實能夠透過知覺價值的中介效果,對忠誠度產生影響,且其中介效果屬完全中介效果。其二,「老師、父母」變項具有干擾作用。顯示品牌形象除了會直接對知覺價值有所影響外,也會透過知覺價值而間接對忠誠度有所影響。「老師、父母」變項在招生角色上確能影響學生選填意願。招生行為中強調知覺價值的作用,或遊說「老師、父母」,會對選校忠誠度產生更大的效果,進而產生學生選擇該校意願。 |
英文摘要 | The study conducts empirical research on the senior high and vocational school students when choosing school based on the structural relationship of brand image, perceived value and loyalty, which takes teacher and parents as the moderating variables. The study conducts questionnaire survey and takes AMOS v16 as the analysis tool. The respondents are randomly sampled among the freshmen from four clusters of Business Management, Engineering, Design and Livelihood. There are 214 samples including 113 boys and 101 girls in total. The empirical results of Structural Equation Modeling and Hierarchical Regression verify that the brand image shows influence on the loyalty through the mediation effect of perceived value, and the mediation effect belongs to complete mediating. Moreover, the variables of teacher and parents show interference effect. It indicates the brand image affects the loyalty indirectly through the perceived value in addition to the direct influence on the perceived value. For the recruitment role, the variables of teacher and parents show influence on the students’ intention in choosing school. During the recruitment, the effect of perceived value is emphasized, or the teacher and parents are persuaded. This shows greater effect on the school loyalty, and further enhances the students’ intention to choose that school. |
本系統中英文摘要資訊取自各篇刊載內容。