Chung Hwa University of Medical Technology
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Brand Assessment Indicators for Department of Child Care and Education at Technological Colleges and Universities
No full text研究領域:教育學
計畫編號:NSC98-2410-H273-004-SSS[[abstract]]十年來技職校院數量快速成長，幼兒保育相關系科也廣為設立，並逐漸形成品牌差異的情形。幼兒保育系的利害關係人如何看待這些幼兒保育系品牌，採用哪些評估規準，是值得深究的議題。彙整相關文獻，發現可由品牌評估理論為核心，綜合學校品牌管理、學生選校因素與大學評鑑等理論和研究成果，發展出品牌知名度、品牌忠誠度、知覺品質、品牌聯想和其他品牌資產等層面的指標雛型，作為實證檢驗的基礎。採用焦點團體會談法與探索性因素分析建構研究所需之指標，再由幼兒保育系師生、高中職幼保科師生、家長和幼托機構主管等對象中採分層隨機方式取樣1020 位，以驗證性因素分析評估項目的重要性看法，採取SEM 模式分析指標適配情形，並採多群組分析瞭解不同對象的測量偏誤情形，希望納入多元的利害關係人觀點使品牌評估的向度更臻完整，建構的工具可以提示學校主管經營幼兒保育系科品牌的工作重點，作為打造品牌與經營品牌的參考，發展的歷程與方法也可供其他系科品牌經營之參酌。
The number of technological colleges and universities grows rapidly in the past decade. Departments which are related to child care and education are widely established, and thus the status of brand difference is emerging gradually. How the concerned parties of these departments think of the brand of a department, and use what kind of criteria to evaluate it is an issue worthy of further study. Thus, with brand assessment as a core, we combined theories and research results, including brand management, factors that affect students to choose among schools, and university evaluation, to develop indicator prototypes of awareness, loyalty, perceived quality, brand associations and others and to be the basis of empirical examination. Focus group interview and exploratory factor analysis were used to construct indicators needed in the study. Stratified random sampling was introduced to get 1020 samples from faculty and students at universities/colleges and vocational high schools, parents and administrators at preschools. Confirmatory factor analysis was used to evaluate the importance of each item while SEM was used to analyze fit status of each indicator. Multiple-group analysis was used to examine the measurement invariance of different subjects. It is hope to provide reference for deans of the departments while creating brand and brand assessment
