高級中學參與高中優質化輔助方案與學校品牌形象關係之研究

A Study on educators' perception of the Relationship between Participation of Senior High School Actualization Program and School Brand image of the Senior High School

本研究旨在探討高級中學教育人員知覺學校參與高中優質化輔助方案與學校品牌形象的現況。本研究採用問卷調查法，以 101 學年度獲得高中優質化輔助方案補助之公私立高級中學教育人員為研究對象，總計抽取 82 校 984 份問卷，回收 804份，回收率為 81.71％，扣除 19 份無效問卷後，有效問卷計 785 份。研究結果歸納如下：一、高級中學教育人員知覺參與高中優質化輔助方案各指標層面之實施現況屬於高度水準，其中以「經費與資源運用」層面最高。二、高級中學教育人員對於學校品牌形象實施現況的知覺屬於高度水準，其中以「經驗性品牌形象」最高。三、不同性別、年齡、職務、年資、規模、校史會影響對學校優質化的看法。四、不同性別、年齡、職務、年資、規模、校史會影響對學校品牌形象的看法。五、高級中學優質化程度與學校品牌形象有高度正相關。六、高級中學參與高中優質化輔助方案優質化程度對學校品牌形象具有預測力。

The purpose of this study was to explore the perception of senior high school educators who participate Senior High School Actualization Program can promote school brand image status. Questionnaire survey is conducted in this study. A total of 984 questionnaires were issued, with 804 valid questionnaires returned, and the effective questionnaire returning rate was 81.71%. The major findings are as follows:1. The perceive score of senior high school educators belongs to high standard. Funding and resource utilization is the most factors. 3. There are significant differences among the scores of sex, educational background, seniority, school size, position. 2. The perceive score of senior high school educators belongs to high standard. Experiential brand image is the most factors. 3. The gender, age, positions, service duration, size, and school history of senior high school educators have influence promote conditions. 4. The gender, age, positions, service duration, size, and school history of senior high school educators have influence on the perception of school brand image. 5. There is a significant positive correlation among quality degree and school brand image. 6. The quality degree of senior high school can predict school brand image.