臺灣博碩士論文加值系統

　　長期以來，招收學生一直是高等教育機構的一項重要活動。然而，高校的快速發展、高等教育價格的大幅上漲以及人口統計趨勢可能要求大學重新評估學生滿意度對其生存的重要性（Kotler 和 Fox，1995）。以前的研究已經關注服務質量如何影響學生滿意度，但還沒有任何關於學生滿意度如何影響學生入學意願的研究。本研究的目的是調查服務質量、學生滿意度、學生忠誠度、大學聲譽和入學意願之間變量之間的交互作用，使用口碑（WOM）作為調節因子。（EOCBE）之間的關係。本研究還探討了研究意義和前景。

　　Recruiting students has long been a critical activity for higher education institutions. However, the rapid progress of colleges and universities, huge price rises in higher education, and population demographic trends may require universities to reassess the importance role of student satisfaction in their survival (Kotler and Fox, 1995). Previous research has looked at how service quality affects student satisfaction, but there haven't been any studies on how student satisfaction affects student enrollment intention. Purpose of the current study is to investigate the interaction of variables between service quality, student satisfaction, student loyalty, university reputation and enrollment intention using word-of-mouth (WOM) as a moderator.

MBA RECOMMENDATION LETTER I
ACKNOWLEDGMENT II
論文摘要內容 III
ABSTRACT IV
TABLE OF CONTENT　V
LIST OF FIGURE IX
LIST OF TABLE X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Research Motivation 1
1.2 Research Objective 4
1.3 Subject and Research Scope 5
1.4 Procedure and Research Structure 5
CHAPTER TWO LITERATURE REVIEW 9
2.1 Theoretical Background 9
2.1.1 Service Quality 9
2.1.2 Theory of Planned Behavior (TPB) 10
2.1.3 Student Satisfaction 11
2.1.4 Student Loyalty 12
2.1.5 University Reputation 13
2.1.6 Word of Mouth – WOM 14
2.1.7 Enrollment Intention 15
2.2 Hypotheses Development 17
2.2.1 Relationship between Service Quality toward Student Satisfaction 17
2.2.2 Relationship between Student Satisfaction toward Enrollment Intention 18
2.2.3 Relationship between Student Satisfaction toward University Reputation 19
2.2.4 Relationship between University Reputation toward Enrollment Intention 20
2.2.5 Relationship between Student Satisfaction toward Student Loyalty 22
2.2.6 Relationship between Student Loyalty toward Enrollment Intention 23
2.2.7 Relationship between Word-of-Mouth (WOM) toward Enrollment Intention 26
2.2.8 The moderating role of Word-of-Mouth (WOM) on University Reputation toward Enrollment Intention 27
CHAPTER THREE RESEARCH METHODOLOGY 29
3.1 Research Framework 29
3.2 Research Design 30
3.3 Research Instrument and Questionnaire Design 31
3.3.1 Research Instrument and Measurement 31
3.3.2 Questionnaire Design 34
3.3.3 Questionnaire Translation 34
3.3.4 Sample and Data Collection 35
3.4 Data analysis method 36
3.4.1 Descriptive Statistics 36
3.4.2 Factor Analysis and Reliabilities Test 36
3.4.3 Independent Sample T-test 37
3.4.4 One-way Analysis of Variance (ANOVA) 37
3.4.5 Regression Analysis 38
CHAPTER FOUR DATA ANALYSIS AND RESULTS 39
4.1 Descriptive Analysis 39
4.1.1 The Characteristics of Respondents 39
4.1.2 Descriptive Statistics of Questionnaire Items 41
4.2 Factor Analysis and Reliability Tests 45
4.2.1 Service Quality (SER) 45
4.2.2 Student Satisfaction (SAT) 46
4.2.3 Student Loyalty (LOY) 47
4.2.4 University Reputation (UR) 48
4.2.5 Word-of-Mouth (WOM) 49
4.2.6 Enrollment Intention (EI) 50
4.3 Independent Sample T-test 51
4.3.1 Gender 51
4.3.2 Grades Status 53
4.4 One-way Analysis of Variance (ANOVA) 54
4.4.1 Age 54
4.4.2 Educational Level 55
4.4.3 Time to Study 56
4.5 Regression Analysis 57
4.5.1 Correlation among the Six Constructs 57
4.5.2 The Influence of Student Satisfaction and Student Loyalty, on Enrollment Intention 59
4.6 The Moderating Effect of Word-of-Mouth between University Reputation and Enrollment Intention 61
4.7 The Mediating Effect of Student Satisfaction between Service Quality and Enrollment Intention 63
4.8 The Mediating Effect of Student Loyalty between Student Satisfaction and Enrollment Intention 67
4.9 The Mediating Effect of University Reputation between Student Satisfaction and Enrollment Intention 70
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 74
5.1 Research Conclusion 74
5.2 Research Limitation and Future Research Suggestion 77
REFERENCES 78
APPENDIX: Questionnaire 89
LIST OF FIGURE
Figure 1.1: Flow of Chart of the Research Process 7
Figure 3.1: The Framework model 29
Figure 4.1: Influence of SAT and LOY on EI 60
Figure 4.2: Moderating Effect of WOM on the Relationship of UR and EI 63
Figure 4.3: Mediating Effect of SAT on the Relationship of SER and EI 65
Figure 4.4: Mediating Effect of LOY on the Relationship of SAT and EI 68
Figure 4.5: Mediating Effect of UR on the Relationship of SAT and EI 72
LIST OF TABLE
Table 1.1: The Scope of the Study 5
Table 4.1: Characteristics of Respondents (n=300) 40
Table 4.2: Results of Mean and Standard Deviation of Items 42
Table 4.2: Results of Mean and Standard Deviation of Items (Continue) 43
Table 4.2: Results of Mean and Standard Deviation of Items (Continue) 44
Table 4.3: Results of Factor Analysis and Reliability Tests on SER 46
Table 4.4: Results of Factor Analysis and Reliability Tests on SAT 47
Table 4.5: Results of Factor Analysis and Reliability Tests on LOY 48
Table 4.6: Results of Factor Analysis and Reliability Tests on UR 49
Table 4.7: Results of Factor Analysis and Reliability Tests on WOM 50
Table 4.8: Results of Factor Analysis and Reliability Tests on EI 51
Table 4.9: Independent T-test Results 52
Table 4.10: Independent T-test Results (continue) 53
Table 4.11: Results of the Different Level of Age among the six Constructs 54
Table 4.12: Results of the Different Level of Educational Level among the six Constructs 55
Table 4.13: Results of the Different Level of Time to Study among the six Constructs 56
Table 4.14: Results of Correlation of the Research Constructs (N=300) 58
Table 4.15 below showed how SAT and LOY affect EI of the student in Vietnam. 59
Table 4.16: The Moderating Effects of WOM on the Relationship between UR and EI 61
Table 4.17: Mediation Test of SAT between SER and EI 64
Table 4.18: The Results of the Regression Analysis of the Indirect Effects of SER on EI 65
Table 4.19: Mediation Test of LOY between SAT and EI 67
Table 4.20: The Results of the Regression Analysis of the Indirect Effects of SAT on
EI (Mediator LOY) 69
Table 4.21: Mediation Test of UR between SAT and EI 71
Table 4.22: The Results of the Regression Analysis of the Indirect Effects of SAT on EI (Mediator UR) 72
Table 5.1: Result of the Tested Hypotheses 75

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