Education Journal



師資培育學系網頁行銷與品牌形象對學生忠誠度影響之研究

2017.第45卷第1期(Vol. 45 No. 1).pp. 181–203
 

師資培育學系網頁行銷與品牌形象對學生忠誠度影響之研究

The Relationships Between Webpage Marketing, Brand Image, and Student Loyalty in Teacher Education Departments

陳玉娟(Yu-Chuan CHEN)

摘要

伴隨網際網路的發達,網站建置提供師資培育學系一個優質的行銷工具,令學系可以藉由網站,直接跟學生互動聯繫。本研究目的即在探究:師資培育學系網頁行銷、品牌形象與學生忠誠度之間關係的建構驗證。研究者利用自編問卷蒐集資料,以師資培育學系就讀學生為問卷調查對象,收回有效問卷1,171份,進行驗證性因素分析和結構方程模式建構。研究發現,品牌形象在網頁行銷與學生忠誠度之間扮演完全中介角色,這結果突顯了品牌形象對此類型學系經營管理的重要性,師資培育學系可以在品牌形象功能性、象徵性、經驗性三方面着力,對於提升學生的忠誠度將有助益。最後,文章提出對未來有志於進行此範疇研究的相關建議。

關鍵詞:品牌形象;網頁行銷;學生忠誠度;師資培育學系

Abstract

Teacher education departments take advantage of webpages as a marketing tool to have interaction with students. This study aimed to investigate the relationships among webpage marketing, brand image, and student loyalty in teacher education departments. Self-administered questionnaires were distributed to teacher education departments in different universities and 1,171 valid ones were returned. The confirmatory factor analysis demonstrated a satisfactory fit of the theory, and structural equation modeling was used to validate the research model. Empirical results revealed that brand image played an effective and positive intermediary role in the research model. Brand image, including the functional, experiential and symbolic factors, has proved useful and influential on student loyalty. The research findings provide insight into the management of teacher education departments, and suggest areas for future research.

Keywords: brand image; webpage marketing; student loyalty; teacher education department