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題名：大學品牌知名度與院系偏好對高中學生選填意願之影響
書刊名：教育與心理研究
作者：蔡金田 引用關係／施皇羽／施又瑀
作者(外文)：Tsai, Chin-tien／Shih, Huang-yu／Shih, Yu-yu
出版日期：2012
卷期：35:1
頁次：頁57-79
主題關鍵詞：大學選擇；品牌知名度；品牌偏好；高等教育；College choice；Brand awareness；Brand preference；Higher education
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:52
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本研究目的在探討學校品牌知名度、院系偏好對高中學生選填意願之影響，研究對象為高中三年級學生，計發放問卷542份，回收有效問卷501份。本研究主要發現如下：一、不同背景變項學生在品牌知名度、院系偏好、選填意願等因素構面上有顯著差異存在；二、院系偏好與品牌知名度中「品牌回憶」及「品牌象徵」二者對選填意願具有顯著的正向直接影響效果；三、品牌辨識、品牌象徵、品牌回憶、院系偏好與選填意願五者有顯著相關存在，相關係數介於 .61至 .78；四、品牌知名度三個層面「品牌辨識」、「品牌象徵」、「品牌回憶」及院系偏好對於高中生選填意願具有72%的影響力。
This present study aims to investigate the effects of university brand awareness, college and department preferences on senior high school students’ choice intention. The researcher selected the third-year senior high school students as the subjects. A total of 542 questionnaires were issued, with 501 valid questionnaires returned. The results of this study are as follows: First, there is a significant difference among the students with different backgrounds in their university brand awareness, college and department preferences, and choice intention. Second, college and department preferences, brand recall and brand symbol have significant positive impact on the students’ choice intention. Third, brand recognition, brand recall, brand symbol, college and department preferences, and choice intention with each other significantly, the correlation coefficients are between .61 and .78. Finally, university brand recognition, brand recall, brand symbol, college and department preferences, has 72% impact power for the students’ choice intention.
期刊論文
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2.蔡美瑛(1994)。電視廣告、消費者自我與特定品牌偏好傾向之關聯。廣告學研究，4，125-155。new window  延伸查詢new window
3.Beerli Palacio, A.、Díaz Meneses, G.、Pérez Pérez, P. J.(2002)。The configuration of the university image and its relationship with the satisfaction of students。Journal of Educational Administration，40(5)，486-505。  new window
4.葉連祺(20061100)。教育行政類系所品牌評估模式之初步建構。教育政策論壇，9(4)，151-179。new window  延伸查詢new window
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6.葉連祺(20070600)。大學教學品質提升措施成效影響大學品牌之跨時間比較。教育學刊，28，195-224。new window  延伸查詢new window
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16.蔡金田(20090900)。學校品牌建構與行銷管理之探究。國民教育研究學報，23，139-160。new window  延伸查詢new window
17.Govan, G. V.、Yen, C. J.、Patrick, S.(2006)。How high school students construct decision-making strategies for choosing colleges。College and University，81(3)，19-29。  new window
18.李月華、丁學敏(2006)。以顧客為基礎之品牌權益探討。台北科技大學學報，39(1)，103-118。new window  延伸查詢new window
19.葉連祺、林淑萍(2008)。台灣地區大學校院教育相關學系品牌集群及影響因素之研究：以大一新生入學考試成績為依據。教育政策論壇，11(1)，1-37。new window  延伸查詢new window
20.Ann, B.、Jingsong, Z.(2010)。The impact of pathway college on reputation and brand awareness for its affiliated。International Journal of Educational Management，24(1)，34-47。  new window
21.Bennett, R.、Ali-Choudhury, R.(2009)。Prospective students' perceptions of university brands: An empirical study。Journal of Marketing for Higher Education，19，85-107。  new window
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學位論文
1.林碧霞(2007)。品牌形象及產品知識對購買意願之影響--價格折扣干擾效果之探討(碩士論文)。大同大學。  延伸查詢new window
2.巫康菱(2005)。大學品牌知名度與品牌形象評估指標建構之研究(碩士論文)。國立暨南國際大學。  延伸查詢new window
3.黃家蔚(2004)。促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響(碩士論文)。國立成功大學。  延伸查詢new window
4.鄭芳渝(2009)。我國高等教育消費者行為模式之研究--以高中生選校為例(碩士論文)。國立政治大學。  延伸查詢new window
5.林忠勳(2004)。品牌聯想、知覺風險對企業經理人購買意願之影響研究(碩士論文)。南華大學。  延伸查詢new window
6.王清源(2008)。消費者觀點下之高三學生選填志願行為--以苗栗某綜合高中為例(碩士論文)。中華大學。  延伸查詢new window
7.江彥樺(2009)。品牌來源國混淆對品牌偏好之影響：以即溶咖啡為例(碩士論文)。國立暨南國際大學。  延伸查詢new window
8.林美嵐(2007)。台灣地區大學生對大學品脾價值知覺影響因素之研究(碩士論文)。國立暨南國際大學。  延伸查詢new window
9.陳瑩娟(2005)。我國技專校院行銷策略對學生選校因素影響之研究(碩士論文)。國立彰化師範大學。  延伸查詢new window
10.張祖安(2006)。產品知識、品牌偏好度對於消費者在產品買入之態度與購買意願關係之干擾效應探討--以美國電影為例(碩士論文)。大葉大學。  延伸查詢new window
11.葉怡志(2009)。以動態觀點探討大學品脾形象對學生知覺品質之影響(碩士論文)。國立臺南大學。new window  延伸查詢new window
12.羅璟賀(2010)。大學品牌強度之絕對大學生科系選擇、生涯發展目標關係之研究(碩士論文)。國立臺北教育大學。  延伸查詢new window
13.蕭燕碧(2006)。促銷方式與品脾知名度對品牌評價與購買意願影響之研究--以兩岸ESPRIT為例(碩士論文)。大葉大學。  延伸查詢new window
圖書
1.Dunn, G.、Everitt, B.、Pickles, A.(1993)。Modeling covariances and latent variables using EQS。London：Chapman & Hall。  new window
2.Guieford, J. P.(1965)。Fundamental statistics in phychology and education。N.Y：McGramn-Hill。  new window
3.Keller, Kevin Lane(2003)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Upper Saddle River, NJ：New York：Pearson Education：Prentice Hall：Prentice Hall。  new window
4.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
5.胡政源(2006)。品牌管理：品牌價值的創造與經營。臺北：新文京。  延伸查詢new window
6.Aaker, D. A.、Joachimsthaler, E.(2000)。Branding leadership。New York, NY：The Free Press。  new window
7.周子敬(2006)。結構方程模式(SEM)--精通LISREL。臺北：全華科技圖書。  延伸查詢new window
8.邱皓政(2004)。結構方程模式：LISREL的理論、技術與應用。臺北：雙葉書廊有限公司。  延伸查詢new window
9.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
10.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
11.Schiffman, Leon G.、Kanuk, Leslie Lazar(2001)。Consumer Behavior。New Jersey：Prentice-Hall。  new window
12.Jöreskog, K. G.、Sörbom, D.(1989)。LISREL 7: A Guide to the Program and Application。Chicago, IL：Scientific Software International, Inc.：SPSS Inc。  new window
13.Keller, K. L.(2008)。Strategic brand management: Building measuring & managing brand equity。Upper Saddle River, NJ：Pearson Education。  new window
其他
1.Shampeny, R.(2003)。Colleges turn attention to branding in competition for new students，http://albany.bizjournals.com/albany/stories/2010/5/27/focus5.html。  new window
2.Heist(2004)。Pitching to win，http//www.heist.co.uk/corporate. identity/pitchingtowin.cfm?a=a， 2008/01/20。  new window
3.Stamats(2007)。Higher education marketing: Strategy and Planning，http://www.stamats.com/whatwedo/creativeservices/brandmarketing/strategyandplanning.asp， 2007/12/10。  new window
4.呂苡榕(20100407)。教部鼓勵大學建立品牌邁向國際，http://tw.news.yaboo.com/article/url/d/a/100407/131/23euc.html.， 2011/01/10。  延伸查詢new window
5.林儷真，阮捷妤，謝知靜(2010)。高中生選校系因素之分析。  延伸查詢new window
6.陳立凱(20110222)。滿分生捨明星校系走自己的路。  延伸查詢new window
7.Bogatz, G.(2008)。Edu-marketing: A full service approach to school marketing，http://www.marketingworks.com/pdfs/Edu-MarketingWP.pdf.， 2008/06/20。  new window
8.Kraft, N.(2008)。Marketing plans for institutions of higher education，http://www.zenwrites.com/blog/?m=200802， 2008/06/20。  new window
9.PC WEEK(2003)。Brand channel war，http://pcw.infopro.comlrep/brand.html.， 2007/01/20。  new window
10.Ranchhod, A.，Kofkin, D.(2003)。Branding in higher education，http://albany.bizjournals.com/albany/stories/2003/10/27/focus5.html.， 2008/06/20。  new window
11.Wordpress(2006)。How do I crate a brand marketing plan?，http://ubrander.wordpress.com/2006/08/31/how-do-i-create-a-brand-marketing-plan/.， 2007/12/10。  new window
 
 
 
 
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