| 摘要: | 本研究旨在了解新北市立完全中學校長願景領導與品牌形象關係的現況，另亦分析不同背景變項的新北市立完全中學校長願景領導與品牌形象認知上的差異情形。
本研究對象為新北市政府教育局2015年公布之新北市立完全中學共17所，以新北市立完全中學教育人員（教師兼主任、教師兼組長、導師、專任教師、代理代課教師）為施測對象，並以自編「新北市完全中學教育人員知覺校長願景領導與品牌形象關係之調查問卷」為研究工具，共發出346份問卷，回收301份有效問卷，有效問卷比率為87%。本研究問卷採用描述性統計、t檢定、單因子變異數分析、皮爾森績差相關、薛費法事後比較等統計方法，分析討論後結論如下：
一、 新北市立完全中學校長願景領導整體表現屬於「中上滿意」程度。
二、 教育人員背景變項（性別、年齡、服務年資、職務）與環境變項（學校規模、學校歷史），在校長願景領導上具有顯著差異。
三、 新北市立完全中學品牌形象現況整體表現屬於「中上滿意」程度。
四、 教育人員背景變項（性別、年齡、服務年資、職務）與環境變相（學校規模、學校歷史），在品牌形象上具有顯著差異。
五、 新北市立完全中學校長願景領導與品牌形象兩者之間，具有「中高度相關」。
This research aimed to realize the current status and to analyze the difference among different background variables for principal’s vision leadership and brand image in complete secondary schools in New Taipei City.
A self-designed questionnaire was used and distributed to the teachers including directors, chiefs, homeroom teachers and subject teachers of 17 complete secondary schools in New Taipei City. To carry out sampling and testing the questionnaire, 346 copies were sent with 301 valid returns at response rate of 87%. Statistical methods including descriptive statistics, t-test, one-way ANOVA, Pearson product-moment correlation analysis were adopted to analyze the data collected from the questionnaire survey. The major findings were as followed:
1. The current status of principals’ vision leadership was above average.
2. There were significant differences among teacher’s gender, age, years-of-service, position, school size and school history for principals’ vision leadership.
3. The current status of the school brand image was above average.
4. There were significant differences among teacher’s gender, age, years-of-service, position, school size and school history for school brand image.
5. Principals’ vision leadership and school brand image were significantly positive correlated.
Based on the results, suggestions were made and hoped to be of use for school authorities, principals, teachers and further research as reference. |
