社會網絡、教學品質對臺灣地區大學生的學校滿意度與忠誠度之影響

The Effect of Social Network and Teaching Quality on College Students' School Satisfaction and Loyalty in Taiwan

10.6450/ER.200912.0075

林俊瑩(Chunn-Ying Lin)；吳百祿(Pai-Lu Wu)

社會網絡 ； 結構方程模型 ； 學校教學品質 ； 學校滿意度 ； 學校忠誠度 ； social network ； structural equation modeling ； school teaching quality ； school satisfaction ； school loyalty

教育學刊

33期（2009 / 12 / 01）

75 - 114

繁體中文

本研究主要目的在探究影響臺灣地區大學生學校滿意度與忠誠度的因果關聯。首先，本研究根據相關的文獻探討，對於「社會網絡」、「學校教學品質」與「學校滿意度」、「學校忠誠度」等四個潛在變項彼此之間的關聯，提出五個假設與一個因果模型。模型中影響學校忠誠度的因素包括社會網絡、學校教學品質與學校滿意度。其次，本研究運用臺灣高等教育資料庫公開釋出的調查資料，藉以檢定所提出的因果模型。分析結果顯示：大學生對學校的滿意度與忠誠度都不高。此外，結構方程模型分析確認了社會網絡、學校教學品質、對於學校滿意度與學校忠誠度兩者，都有顯著的直接或間接正面影響。也就是說，高等教育經營者必須同時提升學校的社會關係品質、教學品質，才能進而提高大學生對學校的滿意度與忠誠度。最後，根據研究結果，提出對學校經營與未來研究在因果模型方面改進之建議。

The main purpose of this study is to investigate the causal mechanism affecting college students' satisfaction with, and loyalty to, schools in Taiwan. By referring to the literature, five hypotheses and a causal model are developed to explore the interrelationships among four constructs: social network, school teaching quality, school satisfaction and school loyalty. Taking the national samples of colleges involved in the Taiwan Higher Education Survey, the structural equation modeling (SEM) approach is adopted to test the hypothesized relationships in this study. The results show: Generally speaking, students' satisfaction and loyalty to the schools they attended were not high. The results from SEM have confirmed that social network and school teaching quality have direct or indirect positive effects on school satisfaction and loyalty. As we can s e, the administrators of hi her education have to simultaneously promote their social relationship quality and school teaching quality so that they can boost students' school satisfaction and loyalty. Finally, some suggestions are made regarding' school management and improvements for future causal models.

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