本研究以當今影響台灣青年學生出國留學意願因素為出發點，探討影響青年學生出國留學意願的各種原因，並探究彼此影響的關係。雖然國外相關的學者提出了一些影響青年學生出國意願的原因，但是他們對學生人格特質「國際觀」、留學國聲望「國家形象」及社會規範「集體主義」與「參考群體」作的不夠有系統，也沒有運用相關的行銷系統加以研究，因此引發本研究之研究動機。

本研究針對臺灣地區專辦出國留學的基督書院與留學代辦中心的學生為研究對象，進行問卷的抽樣調查。共發放300 份問卷，有效問卷為209 份。以「留學意願之研究之調查問卷」為研究工具，依實際調查所得資料，以敘述性統計、因素分析、與複歸分析等統計方法進行資料分析。結果發現：(1)青年學生對特定國家形象觀感愈好時，到該國留學意願會愈高(2)青年學生朋友集體主義愈高，至特定國家留學意願會愈低(3)青年學生受到父母及朋友參考群體的影響愈大至特定國家留學意願愈高(4)青年學生國際觀的高低並不會影響其出國留學的意願。

建議後續研究者可以擴大研究對象，並進一步探討其他的影響因素，才更能反應整個海外留學之行為。

This study attempts to examine the factors influencing the desire of young people in Taiwan to study abroad and the interrelations among those factors. A number of foreign scholars have alluded to this subject and identified some factors influencing young people’s aspiration to study abroad. But those studies did not adopt a systemic approach to examine the character trait of the students (internationalism), reputation of the target country (country image), social norms (collectivism), and reference groups, nor exploring the issue from a marketing perspective.
This study conducted questionnaire survey targeting students who sought the services of Christ College and education consulting centers in Taiwan that specialize in helping students to study abroad. A total of 300 questionnaires were sent out and 209 of the responses were valid. The data obtained from the Questionnaire for Surveying the Desire to Study Abroad were subject to descriptive statistics, factor analysis, and multiple regression analysis. The results find that: (1) when a student has a good impression on a specific country, said student has greater desire to study in that country; (2) students who have greater sense of collectivism have less desire to study in a specific country; (3) students who are under greater influence of reference groups, such as parents and friends have greater desire to study in a specific country; and (4) the level of student’s world vision has no bearing on his or her desire to study abroad.
Subsequent studies may expand the targets and explore further other influencing factors to better reflect the overall attitude of young people towards studying abroad.

目錄
頁次

標題頁
學位考試委員會審定書
授權書
誌謝辭
中文摘要
英文摘要
目錄 I
圖目錄 III
表目錄 IV
頁次
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 4
第三節 論文架構 5
第四節 研究流程 5
第二章 文獻探討 6
第一節　臺灣地區學生出國留學概況與出國意願 6
第二節　國際觀 9
第三節　國家形象 11
第四節　集體主義 12
第五節 參考群體 14
第三章 研究方法 16
第一節 研究架構 16
第二節 變項操作性定義與問卷設計 16
第三節 研究對象及問卷回收 21
第四節 資料分析方法 22
第四章 資料分析與實證結果 25
第一節 敘述性統計及相關分析 25
第二節 模型及假說統計分析結果 30
第五章 結論與建議 36
第一節 研究結論結論與討論 37
第二節 研究建議 41
第三節 研究限制與後續研究建議 41
參考文獻 43
附錄一：問卷 46
附錄二：迴歸模式分析結果2 52


圖目錄
頁次
圖1-1 研究流程圖 5
圖3-1 研究架構圖 16

表目錄
頁次
表2-1 82-92年出國留學人數 7
表2-2 個人主義/集體主義與消費者行為關係之相關文獻 13
表3-1 『國際觀』構面及衡量問項與信度 17
表3-2 『集體主義』構面及衡量問項與信度 18
表3-3 『國家形象』構面及衡量問項與信度 20
表3-4 受測樣本分配表 22
表4-1 樣本基本資料 26
表4-2 信度分析表 27
表4-3 相關分析表 29
表4-4 迴歸模式分析結果 35
表5-1 假說檢驗結果 36

參考文獻
中文文獻
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2.徐明珠 (2002)，『大陸留學熱方興未艾』，國政評論，教文(評)091-119號。
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