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題名:國民小學認知型行銷、家長滿意度與家長參與的關係-情感型行銷的調節效果
作者:曾智豐
作者(外文):Chih-feng Tseng
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:家長參與家長滿意度情感型行銷認知型行銷學校行銷affection-based marketingcognition-based marketingparent participationschool marketingparent satisfaction
原始連結:連回原系統網址new window
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提升家長參與是學校教育改革的方針,家長參與也是促進辦學績效的助力。家長參與在家校聯繫方面較為熱絡,但較少付出協助學校事務的學校本位參與行為。本研究由行銷的觀點探討家長對於家校聯繫與學校本位的兩種參與行為,並將學校行銷分為以4P組合策略衡量的認知型行銷與以互惠、同理心與信任衡量的情感型行銷,以了解學校行銷、家長滿意度與家長的兩種參與行為之間的關係,另外鑑於情感對於家長決策的影響,所以進而探討情感型行銷在其中的調節效果。
本研究以雲林縣公立國民小學的家長為研究對象,以分層比例立意抽樣進行問卷調查,總計回收586份有效問卷,本研究經信效度分析後,再以結構方程模式進行結構模式之檢測,據以瞭解各變項之間的關係,此外更以多群組分析法進行情感型行銷的調節效果之驗證。
本研究的主要發現為:認知型行銷與情感型行銷都能正向影響家長滿意度,家長滿意度能正向影響家長的家校聯繫與學校本位兩種參與行為。在學校行銷與家長參與的直接關係方面,情感型行銷能正向影響家長的家校聯繫與學校本位兩種參與行為,但認知型行銷卻都無此效果。在中介效果方面,家長滿意度會中介認知型行銷與情感型行銷對家長的家校聯繫與學校本位兩種參與行為之影響。在情感型行銷的調節效果方面,對認知型行銷與家長滿意度之間的關係不會產生調節效果,另對認知型行銷分別與家長的家校聯繫與學校本位兩種參與行為之間的關係具有增強的調節效果,而對家長滿意度分別與家長的家校聯繫與學校本位兩種參與行為之間的關係具有減弱的調節效果。
最後,針對上述研究結果,提出結論、理論意涵與實務應用以及未來研究之建議,提供研究者再後續進行探討。
Enhancing parent participation has become a direction of school reform and parent participation also is a boost to promote educational performance. In parent participation, home-school connection is more enthusiastic than school-based participation. This study from marketing view, explores parents’ home-school connection and school-based participation. In addition, this study divides school marketing into cognition-based marketing measured by 4P’s marketing mix strategy and affection-based marketing measued by reciprocity, empathy and trust, to understand the relationships among school marketing, parent satisfaction and two kinds of parent participation beheviors. Based on the influence of affection on parent decision, further adding affection-based marketing to this study to explore the moderating effect on the above relationships.
The study subjects are the parents whose children are studying in public elementary schools in Yunlin County. By stratified proportional purposive sampling, conducting the questionnaire survey, 586 valid questionnaires were retrieved. After finishing the reliability and validity analysis, this study used structural equation modeling (SEM) to examine the proposed structural model to understand the relationships among research variables. In addition, the multi-group analysis method was used to verify the moderating effect of affection-based marketing.
The major findings of this study are as follows. Cognition-based marketing and affection-based marketing have positive influence on parent satisfaction. Parent satisfaction has positive influence on parents’ home-school connection and school-based participation. In the aspect of the direct relationship of school marketing and parent participation, affection-based marketing has positive influence on parents’ home-school connection and school-based participation, but cognition-based marketing does not have. In the aspect of mediating effect, parent satisfaction has a mediating effect on the influence of cognition-based marketing and affection-based marketing on parents’ home-school connection and school-based participation. In the aspect of moderating effect of affection-based marketing, there are no moderating effect on the relationship between cognition-based marketing and parent satisfaction, positive moderating effect on the relationship between cognition-based marketing and parents’ home-school connection and school-based participation, and negative moderating effect on the relationship between parent satisfaction and parents’ home-school connection and school-based participation.
Overall, based on the findings, submit conclusions, theoretical implications and practical applications even suggestions for future research, providing researchers to explore further.
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