臺北市國小輔導人員，對輔導室品牌形象知覺之研究

Perceived Brand Image of the Counseling Room Among Elementary School Counselors in Taipei City

本研究旨在探討臺北市國小輔導人員對於輔導室品牌形象知覺之現況，進而探究不同背景變項對於輔導室品牌形象知覺的差異情形。為達成上述研究目的，研究者採用問卷調查方式，以自編之「臺北市國民小學輔導人員工作概況問卷」為研究工具，普查704位臺北市國民小學輔導人員後，回收有效問卷共575份，有效率達81.68%。之後，利用描述統計、t檢定與單因子變異數進行統計分析。本研究結果如下所述：1.國小輔導人員對輔導室品牌形象知覺屬於中上程度，各構念由高至低為：「象徵性品牌形象」、「經驗性品牌形象」、「功能性品牌形象」。2.不同背景變項之國小輔導人員，對輔導室品牌形象知覺有顯著差異，如性別「女性」、畢業系所為「輔導諮商心理相關系所組」、職位為「專業輔導人員」、服務年資「未滿5年」，及學校規模「23班以下」者，其輔導室品牌形象知覺較低。研究者依據研究結果與發現，提出五項研究建議，以作為後續教育實務現場運作、教育政策制定或未來研究進行之參考。

This study aimed to investigate the current situation in relation to perceived brand image of the counseling room among elementary school counselors in Taipei City, and thus explore the perceived brand image of a counseling room using different background variables. To achieve the purpose of this study, the researchers conducted a survey among 704 elementary school counselors in Taipei City using a self-prepared questionnaire regarding the“Work Situation of Elementary School Counselors in Taipei City”as the research tool. A total of 575 valid questionnaires were collected, representing 81.68% of all collected questionnaires. Statistical analysis was then performed using descriptive statistics, t-test, and one-way analysis of variance. This study presented the following results: 1.Elementary school counselors demonstrated medium-to-high levels of perceived brand image of the counseling room, with each construct ranked in descending order as follows:“symbolic brand image,”“experiential brand image,”and“functional brand image.”2.Elementary school counselors with different background variables demonstrated significantly different levels of perceived brand image of the counseling room. For instance, elementary school counselors who were female graduated from“counseling psychology-related departments,”and“professional counselors,”with“less than five years”of service and whose school size was“less than 23 classes”demonstrated low levels of perceived brand image of the counseling room. The researchers proposed five research suggestions based on the findings of this study, which can be used as a reference for subsequent operation of practical education sites, formulation of education policies, or future research.