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題名:國民小學關係行銷對家長參與行為影響之研究─以信任為中介變項
作者:羅明忠
作者(外文):Ming-chung Lo
校院名稱:國立臺南大學
系所名稱:教育經營與管理研究所博士班
指導教授:丁學勤
學位類別:博士
出版日期:2013
主題關鍵詞:家長參與行為信任學校關係行銷parents participation behaviorstrustschool relationship marketing
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:115
行銷並不是營利機構的專屬行為,行銷是幫助非營利組織達成目標的重要途徑。學校組織也需要適度的宣傳活動,學校與社區結合已是大勢所趨,社區活動與學校有密切的相關,所以學校關係行銷顯得重要。本研究旨在透過關係行銷模式探討家長對學校參與行為,並以關係行銷模式中的溝通、共享價值,程序公平性、滿意度與教師專業,來探討關係行銷對家長參與行為的影響。再者,本研究以信任為中介變項,探討其在國民小學關係行銷對家長參與行為的影響。
本研究採取調查研究法,以臺灣公立國民小學家長為研究對象,採取立意抽樣的方式,共計獲得380份家長的有效問卷。有效問卷回收後先利用線性結構關係模式(LISREL)進行驗證性因素分析,再採線性關係模式(LISREL)驗證學校關係行銷與家長參與行為間的因果模式與相互關係,以了解信任在學校關係行銷與家長參與行為間的中介情形。研究發現如下:
一、 學校關係行銷對家長參與行為有正向影響。
二、 在以信任為中介的研究中,本研究發現此中介變項在學校關係行銷對家長參與行為有正向影響。
最後,根據研究結果提出結論與建議,以供學校、教育行政機關及未來研究之參考。
Marketing was not the exclusive method of profit institutes. Marketing was an important way to help the nonprofit institutes to achieve their goals. Schools also need moderate marketing activities. It had became a trend for schools to cooperate with the communities. There is a high correlation between community activities and schools, so the school relationship marketing was especially important. The purpose of the study was to use the marketing model to explore the parents participating behaviors to school. The study also adopted the communication, shared value, procedure justice, satisfaction and teacher profession of the marketing model to explore the effects of relationship marketing on parents participation. In addition to trust was also considered as a mediator in this study to exam the influences of relationship marketing of the elementary school on the participating behaviors of parents.
The study employed the questionnaire survey method. The objects were parents of elementary schools in Taiwan. Through the purpose sampling method, a total of 380 effective samples were collected.. This research conducted a confirmatory factor analysis by using the linear structural relationship model (LISREL) on the collected questionnaires, and then test the causal relationship between school relationship marketing and parent’s participating behaviors by LISREL to understand the mediating influence of trust. Conclusions of this research were as follows:
1. The school relationship marketing had a positive effect on parents participating behaviors.
2. On the mediator effects of trust, in this research we found that it had the positive influence of the school relationship marketing on the parents participation behaviors .
Based on the results of this research, some conclusions and suggestions for schools、educational administration institutes and future study were proposed.
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