技職院校幼兒保育系品牌評估指標之建構

Brand Assessment Indicators for the Department of Child Care and Education in Technological Universities and Colleges

本研究基於學生選校因素、大學與系所評鑑標準，以及大學品牌管理相關研究等基礎，採用德懷術、階層程序分析法及問卷調查方法，以建構技職院校幼兒保育系品牌的評估指標。本研究進行三次德懷術之後，整體的平均數達到非常重要到重要的程度，指標由「學校、系、教師和學生」四構面所組構，共62題。評估指標的權重體系，乃以「學校」構面最高，「系」構面次之，而「學生」和「教師」構面略低。繼而以分層隨機方式抽取全國幼保系的師生8校共828人，有效問卷692份進行實證調查，實證資料與指標間具有良好的適配度；整體而言，該指標保有幼兒保育系的特色，具有良好的信度與效度，可做為系及主管發展系品牌時之參考。

Based on the related studies of factors affecting student choice of a university, university and department assessment standards, and brand management in a university, we used Delphi, the analytic hierarchy process, and a questionnaire survey to construct brand evaluation indicators for the departments of child care and education of technological universities and colleges. We used Delphi 3 times, and overall averages ranged from “very important” to “important.” The indicators comprised 4 dimensions: school, department, teacher, and student for a total of 62 items. For the weighted system of assessment indicators, the dimension of “school” was the highest, followed by “department,” and the other 2 dimensions, “student” and “teacher,” were slightly lower. We selected 828 faculty and students of the Department of Child Care and Education from 8 schools around the island by using stratified random sampling, and retrieved 692 effective questionnaires to conduct an empirical study. The empirical data and indicators demonstrated a good fit. The indicators preserve the features of the departments of child care and education, and have good reliability and validity. Our study can serve as a reference for department heads or administrators to develop a department brand.