學校行銷與就讀意願相關之研究──以某國中為例

The Research of the School Marketing and Study Willingness of A Junior High School

本研究目的在探討學校行銷、學校形象、家長滿意度和就讀意願之關係。首先根據相關文獻理論，建立研究架構。然後以宜蘭縣宜蘭市的某公立國民中學家長為研究對象，發放問卷進行調查。採用描述性統計、獨立樣本t檢定、單因子變異數分析、迴歸分析等方法進行研究，研究結果發現1.學校行銷對學校形象有顯著正向的影響。2.學校行銷對家長滿意度有顯著正向的影響。3.學校行銷對就讀意願有顯著正向的影響。4.學校形象對家長滿意度有顯著正向的影響。5.學校形象對就讀意願有顯著正向的影響。6.家長滿意度對就讀意願有顯著正向的影響。7.家長滿意度對學校行銷、就讀意願有中介影響顯著。8.家長滿意度對學校形象、就讀意願有部分中介。最後，本研究針對研究結果提出實務上的建議作為學校在教師教學專業提升上及學校行政團隊經營方向參考的依據。

The purpose of this study was to explore the relationship between school marketing, school image, parental satisfaction, and willingness to study. First, based on the relevant literature theory, establish a research structure. Then, the parents of the public national high school in Yilan City, Yilan County were selected as the research object, and questionnaires were issued for investigation. Descriptive statistics, independent sample t-test, single-factor variance analysis, regression analysis and other methods were used to study. The results of the study found that 1. School marketing has a significant positive impact on the school image. 2. School marketing has a significant positive impact on parental satisfaction. 3. School marketing has a significant positive impact on the willingness to attend. 4. School image has a significant positive impact on parental satisfaction. 5. The school image has a significant positive impact on the willingness to read. 6. Parental satisfaction has a significant positive impact on the willingness to attend. 7. Parental satisfaction has a significant intermediary effect on school marketing and willingness to read. 8. Parental satisfaction has some mediation on the image of the school and the willingness to study. Finally, this study puts forward practical suggestions for the research results as the basis for the school's promotion of the teacher's teaching profession and the direction of the school's administrative team.