大學教師學校品牌形象知覺與工作滿意度關係之研究

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Title:	大學教師學校品牌形象知覺與工作滿意度關係之研究
Other Titles:	A study of the relationship between teachers' perception of university's brand image and the degree of job satisfaction
Authors:	陳維欣;Chen, Wei-hsin
Contributors:	淡江大學教育政策與領導研究所碩士班楊朝祥;Yung, Kirby C.
Keywords:	學校品牌形象;工作滿意度;School Brand Image;Job Satisfaction
Date:	2009
Issue Date:	2010-01-11 00:20:07 (UTC+8)
Abstract:	本研究的目的在於探討大學教師學校品牌形象知覺與工作滿意度關係情形。首先，本研究探討學校品牌形象理論、工作滿意度理論及其他相關研究；其次，分析在不同背景變項下，大學教師在學校品牌形象知覺及工作滿意度的現況、差異情形與相關情形；最後，根據研究結果提出提昇學校品牌形象與增進大學教師工作滿意度之具體建議，以供大學、大學教師以及後續研究之參考。為了達到上述之研究目的，本研究主要採用問卷調查法，根據相關文獻探討以及預試的結果編製調查問卷，藉由調查問卷所獲得的資料以瞭解大學教師學校品牌形象知覺與工作滿意度的實際情形。研究對象以大學教師為主，共得有效樣本大學教師共388人。透過統計套裝軟體採用描述統計、獨立樣本t檢定、單因子變異數分析與皮爾森積差相關等方法進行統計分析。根據統計分析結果，獲致以下的結論：一、大學教師對於學校品牌形象知覺良好二、大學教師對於整體工作感到滿意三、大學教師學校品牌形象知覺不受個人背景變項影響四、大學教師工作滿意度不受個人背景變項影響五、社會科學學門教師學校品牌形象知覺高於自然科學學門教師六、社會科學學門教師滿意度高於自然科學學門教師七、大學教師學校品牌形象知覺與工作滿意度有顯著相關性 The purpose of this study was to investigate the relationship between teachers'' perception of university''s brand image and the degree of job satisfaction. In this study, theories of university''s brand image, job satisfaction and other relevant researches were reviewed. Besides, two variables, university teachers'' awareness of university''s brand image and the degree of job satisfaction, were investigated. In addition, relationship between teachers'' perception of university''s brand image and the degree of job satisfaction were further elaborated. Finally, based on the conclusions of this study, recommendations for university''s brand image reinforcement and university teachers'' job satisfaction enhancement were pinpointed for universities and teachers. A self-developed questionnaire was used to collect data from university''s teachers. Totally, 388 valid samples were surveyed. Collected data was analyzed by using of package statistics software. The followings were conclusions of this study: 1.The university teachers reported strong perception of university''s brand image. 2.The university teachers were satisfied with their jobs. 3.The university teachers'' perception of university''s brand image was not influenced by teacher''s demographic variables. 4.The university teachers'' job satisfaction was not influenced by teacher''s demographic variables. 5.Social science teachers possessed of better university''s brand image than nature science teachers. 6.Social science teachers showed higher job satisfaction than nature science teachers. 7.The teachers'' perception of university''s brand image and the degree of job satisfaction were highly correlated.
Appears in Collections:	[Master's Program, Graduate Institute of Educational Policy and Leadership] Thesis

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