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研究生:吳竹雅
研究生(外文):Chu-Ya Wu
論文名稱:學校形象與形象一致性對學生態度影響之研究
論文名稱(外文):Study of the Impact of School Image and Image Congruity on Students’ Attitudes
指導教授:曾光榮曾光榮引用關係
指導教授(外文):Kuang-Jung Tseng
學位類別:碩士
校院名稱:玄奘大學
系所名稱:國際企業學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:45
中文關鍵詞:學校形象形象一致性知覺品質學生忠誠
外文關鍵詞:School ImageImage CongruityPerceived QualityStudents’ Loyalty
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本研究結合信號理論與形象一致性理論這兩種品牌形象影響機制,討論學校形象、知覺品質、形象一致性及學生忠誠四個構面,以大專院校學生進行驗證,結果顯示,這兩種理論都可以適用在教育市場,但在考慮知覺品質與形象一致性之際,學校形象仍可以直接解釋學生忠誠。這個研究發現顯示,後續研究中有必要探討與驗證學校形象對學生忠誠存在著其他的影響路徑,以及融合信號理論與形象一致性理論兩者的研究架構是否是用於其他產業。
This study integrates the influence mechanisms of signal theory and image congruity theory and tests it with two student samples. The constructs in this study are school image, perceived quality, image congruity, and students’ loyalty. Empirical results of these two samples indicate that both signal theory and image congruity theory are applicable in educational market. However, after accounting for perceived quality and image congruity, the direct effect of school image on students’ loyalty remains significantly. Therefore, it is worth to investigate other influence mechanisms between school image and students’ loyalty. Meanwhile, the integrated framework of signal theory and image congruity theory should be tested under different industry contexts.
目 錄
中文摘要 ……………………………………………………………I
英文摘要 ……………………………………………………………II
致謝詞 ………………………………………………………………III
目錄 …………………………………………………………………IV
圖目錄 ………………………………………………………………VI
表目錄 ………………………………………………………………VII
第一章 緒論……………………………………………………… 1
第一節、研究背景與動機 ……………………………………… 1
第二節、研究目的 ……………………………………………… 2
第三節、研究流程 ……………………………………………… 3
第二章 文獻探討 ……………………………………………… 5
第一節、信號理論與形象一致性理論 ………………………… 5
第二節、研究變數 ……………………………………………… 6
一、品牌/學校形象 …………………………………………… 7
二、知覺品質…………………………………………………… 8
三、形象一致…………………………………………………… 9
四、顧客/學生忠誠……………………………………………… 9
第三節、各變數之間關係 ……………………………………… 10
第三章 研究方法 ……………………………………………… 13
第一節、研究架構與假設 ……………………………………… 13
第二節、問卷設計與抽樣方法 ………………………………… 14
第三節、資料分析方法 ………………………………………… 16
第四章 統計分析 ………………………………………………… 17
第一節、樣本基本資料分析 …………………………………… 17
第二節、各構念題項之敘述統計 ……………………………… 19
第三節、信度與效度分析 ……………………………………… 21
第四節、迴歸分析 ……………………………………………… 25
第五章 結論與建議 ……………………………………………… 28
第一節、研究結論與意涵 ……………………………………… 28
第二節、研究限制與後續研究建議 …………………………… 29
參考文獻 ………………………………………………………… 31
附錄 ……………………………………………………………… 36
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