高等教育選校行爲模式建構之探討

A Study of Model Building on the School-Choice Behavior of Higher Education

10.29916/JMPP.200903.0007

洪大翔(Ta-Hsiang Hung)；盧龍泉(Long-Chuan Lu)；何雍慶(Yung-Ching Ho)

高等教育 ； 選校模式 ； 選校準則 ； 計畫行爲理論 ； Higher Education ； Model of School-Choice ； Criteria of School-Choice ； The Theory of Planned Behavior TPB

管理實務與理論研究

3卷1期（2009 / 03 / 01）

116 - 135

繁體中文

臺灣大專院校（本文稱高等教育）數密度堪稱世界第一。隨著教育改革、教育自由化與現代化腳步，高等教育由菁英教育走向普及教育，蓬勃的教育經濟市場環境因爲內有學校數的大幅增加、國民出生率下降，少子化現象出現，加上教育市場的對外國開放，使處於弱勢與落後的技職院校與招生不足的新設大學面臨空前競爭與生存危機。本研究希望藉由國內外經驗描述與文獻理論探討，應用計畫行爲理論裡引導人們行動的三種考慮因素，分別爲「對行爲的態度」、「主觀規範」和「知覺行爲控制」對應學生「實踐選校的行爲意向」受「選校教育志向的態度」、「取得大學文憑主觀規範」與「選校決策知覺控制」三種引導因素所影響，而影響這三種引導因素的內涵則來自學生在選校時所依據的多準則評估。本研究經由上述理論關係的推導建構一個高等教育學生選校行爲模式而提出四項命題闡述，希望這個適用模式能提供競爭力較落後的大學院校管理決策當局，持續進行招生相關的校務發展與整合的學校行銷活動，以招收具備教育志向且與學校學術成就相符的學生。

The amount and density of higher education is top of world in Taiwan. Qualitative change of higher education develops from elite education to universal education because of educational reform, liberalization and modernization. The prosperity of educational market does not continue due to the amount of school increase rapidly and birth rate goes down. The ”Declining Birthrate” emerges and educational market opens to foreigner school. Some disadvantage institutes and new universities with lack of enrollment face unprecedented competition and survival crisis. This research refers to experience at home and abroad and literature review applied the theory of planned behavior (TPB) to construct the school-choice behavior model of higher education. The behavioral intention of school-choice is influenced by attitude toward educational aspiration of school-choice, subject norm of obtaining university degree and perceived behavioral control of school making-decision. The three kinds of considerations related to perform behavioral intention of school-choice are produced by multi-criteria evaluation. This research proposes four propositions based on the model of school-choice behavior of higher education by derivation relations of theories. The contribution of research provides the management of universities with competitive disadvantage to use this model for school development associated with recruit students. The school could attract the more students with educational aspiration and increase the registration rate by implement the integrated marketing activity.

1. 郭維哲(2006)。學校行銷與組織績效關係之研究－以組織結構爲干擾變項。新竹教育大學學報，22，25-56。
   連結：
2. 陳富祥(2005)。專科商科學生升學選校因素之研究。運籌研究集刊，8，57-71。
   連結：
3. Constructing a TpB Questionnaire: Conceptual and Methodological Considerations
4. Ajzen, I.(1991).The theory of planned behavior.Organizational behavior and human decision processes,50,179-211.
5. Ajzen, I.,J. Kuhl (Eds.),J. Bechmann (Eds.)(1985).Action-Control: From Cognition to Behavior.Heidelberg:Springer.
6. Armitage, C. J.,Conner, M.(2001).Efficacy of the Theory of Planned Behavior: A meta-analytic review.British Journal of Social Psychology,40,471-499.
7. Carnegie Council for Policy Studies(1980).Three Thousand Futures: The Next Twenty Years in Higher Education.San Francisco:Jossey-Bass.
8. Chapman, D. W.(1981).A Model of Student College Choice.The Journal of Higher Education,52(5),490-505.
9. Chapman, D. W.,Stark, J. S.(1979).Does Truth Have Consequences? Improving Information for Better College Choice.Liberal Education,65,453-461.
10. Coccari, R. L.,Javalgi, R. G.(1995).Analysis of students' needs in selecting a college or university in a changing environment.Journal of Marketing for Higher Education,6(2),27-39.
11. Comm, C. L.,Labay, D. G.(1996).Reposition colleges using changing student quality perceptions: an exploratory analysis.Journal of Marketing for Higher Education,7(4),21-34.
12. Conner, M.,McMillan, B.(1999).Interaction effect in the theory of planned behavior: Studying cannabis use.British Journal of Social Psychology,38,195-222.
13. Elliott, E. J.(1991).Education counts: An indicator system to monitor the nation's educational health.Washington, D. C.:Acting Commissioner of Education Statistics.
14. Fishbein, M.,Ajzen, I.(1975).Attitude toward objects as predictors of single and multiple behavioral criteria.Psychology Review,81(1),59-74.
15. Fitch, J. L.,Ravlin, E. C.(2005).Willpower and perceived behavioral control: Influences on the intention-behavior relationship and post behavior attributions.Social Behavior and Personality,33(2),105-124.
16. Foskett, N.,Bush, T. (Eds.),Bell, L. (Eds.)(2002).The Principles and Practice of Educational Management.London:Paul Chapman.
17. Gatfield, T.,Ching-huei, C.(2006).Measuring Student Choice Criteria Using the Theory of Planned Behaviour: The Case of Taiwan, Australia, UK, and USA.Journal of Marketing for Higher Education,16(1),77-95.
18. Hanson, K. H,Litten, L. H.,Perun PJ (editor.)(1989).The undergraduate woman: issues in educational equity.Lexington:Lexington Books.
19. Hemsley-Brown, J.(1999).College choice perceptions and priorities.Educational Management & Administration,27(1),85-98.
20. Hesel, R. A.(1997).Campus safety is now a significant factor in college choice; student and parents are equally concerned about safety at college.Student poll,2(2),1-11.
21. Hossler, D.,Schmit, J.,Vesper, N.(1999).Going to college: how social, economic, and educational factors influence the decisions students make.Baltimore:Johns Hopkins.
22. Jackson, G. A.(1982).Public efficiency and private choice in higher education.Educ Eval Policy Anal; 4/2.
23. Kotler, P.(1975).Marketing for Nonprofit Organizations.Englewood Cliffs, N.J.:Prentice-Hall.
24. Kotler, P.(1990).Marketing Management-Analysis, Planning, Implementation and Control.New York:Prentice-Hall.
25. Kotler, P.,Fox, K.(1995).Strategic marketing for educational institutions.New York:Prentice-Hall.
26. Kotler, P.,Murphy, P. E.(1981).Strategic Planning for Higher Education.The Journal of Higher Education,52(5),470-489.
27. Krachenberg, A. R.(1972).Bringing the Concept of Marketing to Higher Education.The Journal of Higher Education,43(5),369-380.
28. Larry, L.,Leslie, P.,Brinkman, T.(1988).The Economic Value of Higher Education.New York:Macmillan.
29. Levin, B.(2001).Reforming education: From origins to outcomes.London:Routledge.
30. Litten, L. H.(1990).Marketing for higher education.Journal of Higher Educational,51(1),40-58.
31. Manski, C.,Wise, D.(1983).College choice in America.Cambridge:Harvard University Press.
32. Marion, S. W.(1992).Variables Influencing Graduate Business Student's College Selections.College and University,68(1),38-46.
33. Oakes, J.(1986).Educational indicators: A guide for policymakers.New Brunswick, N.J.:Center for Policy Research in Education.
34. Oplatka, I.,Hemsley-Brown, J.,Foskett, N. H.(2004).The research on school marketing: Current issues and future directions.Journal of Educational Administration,42(3),375-400.
35. Oplatka, Izhar.(2002).The emergence of educational marketing: Lessons from the experiences of Isra.Comparative Education Review,46(2),211-259.
36. Parameswaran, R.,Glowacka, A. E.(1995).University image: an information processing perspective.Journal of Marketing for Higher Education,6(2),41-56.
37. Pascarella, E. T.,Terenzini, P. T.(1991).How College Affects Students.Jossey-Bass.
38. Paul, N. D.,Nancy, K. M.(1991).Measuring Factors That Influence College Choice.NASPA Journal,29(1),25-48.
39. Scheerens, J.(1991).Process indicator of school functioning: A selection based on the research literature on school effectiveness.Studies in Educational Evaluation,17,371-403.
40. Sewell, W. H.,Shah, V. P.(1978).Social class, parental encouragement, and educational aspirations.Am J Social,73,559-572.
41. Shavelson, R. J.(1987).Indicators for monitoring mathematics and science education.EDRS Document Reproduction Service No. ED 294738.
42. Sheppard, B. H.,Hartwick, J.,Warshaw, P. R.(1988).The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research.Journal of Consumer Research,15,325-343.
43. Sheth, J. N.,Newman, B. I.(1991).Consumption values and market choices.Cincinnati, OH:South-Western.
44. Terry, D. J.,O''Leary, J. E.(1995).The theory of planed behavior: The effects of perceived behavioural control and self-efficacy.British Journal of Social Psychology,34,199-220.
45. Vrontis, D.,Thrassou, A.,Melanthiou, Y.(2007).A contemporary higher education student-choice model for developed countries.Journal of Business Research,60,979-989.
46. Webb, M. S.,Coccari, R. L.,Allen, L.,Cherie, Lado, Augustine,Reichert, A. K.(1997).Selection Criteria Used by Graduate Students in Considering Doctoral Business Programs Offered Private vs. Public Institutions.Journal of Marketing for Higher Education,8(1),69-90.
47. Windham, D. M.(1988).Effectiveness indicators in the economic analysis of educational activities.International Journal of Educational Research,12(6),575-666.
48. 王惠美(2002)。臺中，朝陽科技大學企業管理研究所。
49. 李美樺(2001)。臺中，朝陽科技大學企業管理學系。
50. 杜正勝(2006)。振興技職教育。高職與技專校院校長聯席會議簡報。
51. 林水順、莊英慎(2000)。技職學院行銷作爲與特性認知分析－以國立勤益技術學院爲例。中華管理學報，33-54。
52. 林美孜(1994)。臺中，靜宜大學管理科學研究所。
53. 林騰蛟(2003)。高等技職教育的特色發展。技術及職業教育，83，40-46。
54. 范莉雯(2002)。臺中，國立臺中師範學院環境教育研究所。
55. 孫培真(2003)。國科會專題研究計畫精簡報告國科會專題研究計畫精簡報告,未出版
56. 教育部(1995)。教育政策白皮書。
57. 教育部(2008)。「教育統計指標之國際比較」報告。
58. 陳瑞萍(2000)。臺北，臺灣師範大學教育學系。
59. 黃再德(1985)。高雄，國立中山大學企業管理研究所。
60. 黃俊英(2005)。行銷學的世界。臺北:天下。
61. 楊朝祥(2003)。中美技職教育發展之比較與展望。技術及職業教育，80，39-45。
62. 蓋浙生(2002)。教育經營與管理。臺北:師大書苑。
63. 09-08/聯合晚報／A5版／焦點
64. 卓越雜誌

1. 洪仁進、周愚文、吳淑禎(2010)。國立臺灣師範大學學生對師資培育課程修習認知與意願之調查研究。中等教育，61(4)，40-59。
2. 洪淑君(2020)。探究因應少子化之科技大學招生策略－從校務研究觀點。大仁學報，54，1-20。
3. 劉姵珺、張伃瑄、張良政、吳蘊容(2017)。以資料探勘分析推甄入學之學生就讀機率—以某大學資管系為例。管理資訊計算，6(2)，1-11。
4. 劉先翔(2015)。以數據分析做為大學體育相關學系擬定招生策略。大專體育，133，7-13。
5. 饒達欽、辜輝趂(2012)。私立技術校院進修部學生選校意向影響因素及其對招生的啟示。技術與職業教育學報，5(1)，73-96。
6. (2010)。大一新生校系選擇影響因素關係之研究。教育研究與發展期刊，6(3)，223-256。
7. (2015)。探討影響校園自有商品購買意願之因素：大學品牌知名度、設計、價格為變數。傳播管理學刊，16(2)，1-36。