以價值共創觀點探討互動行銷與學校效能關係之研究

The Relationship between Interactive Marketing and School Effectiveness: Value Co-Creation Perspective

張韶蘭(Shao-Lan Chang)；黃靖文(Jing-Wen Huang)

互動行銷 ； 價值共創 ； 學校效能 ； interactive marketing ； value co-creation ； school effectiveness

行銷評論

13卷4期（2016 / 12 / 01）

451 - 475

繁體中文

面對知識經濟與少子化衝擊的時代，學校組織必須厚植實力並創造組織獨特價值，以促進學校效能提升，達成永續經營之目標。本研究依據價值創造理論之觀點，探討互動行銷、價值共創與學校效能之間關係，並進一步探究價值共創之中介效果。本研究採用問卷調查法，以高雄市公立國民小學校長為研究對象，研究結果發現：互動行銷對學校效能與價值共創有正向且顯著的影響；價值共創對學校效能有正向且顯著的影響；互動行銷會透過價值共創的中介作用，進而正向影響學校效能。根據上述研究結果，本研究提出整合互動行銷、促使與利害關係人共同創造組織價值，以及提升學校效能之建議與具體策略。

In the era of knowledge economy and fertility decline, the school organization has to develop tremendous strength and create a unique value to enhance school effectiveness and achieve sustainable management. Based on the theories of value creation, this study aims to explore the relationships between interactive marketing, value co-creation, and school effectiveness. This study further explores the mediating effect of value co-creation. This study uses questionnaire survey method to collect data. The samples include the principals of elementary schools in Kaohsiung City. The results of this study show that interactive marketing has positive and significant influence on both value co-creation and school effectiveness; value co-creation has positive and significant influence on school effectiveness; and value co-creation has a mediating effect on the relationship between interactive marketing and school effectiveness. According to the results, this study suggests that school organizations can integrate interactive marketing and value co-creation to create value for their stakeholders to enhance school effectiveness.

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