部落格對學校的管理—內部溝通及教師認同感

Blog for School Management: Internal Communication and Teacher Identification

隨著部落格的力量快速成長，學校當局開始注意到部落格可以作為學校對內及對外的溝通管道。對內，藉部落格想提升教職員工的溝通，甚至是凝聚向心力與認同感；對外，則想利用部落格作為學校行銷之利器。成功部落格有三項特質—簡易性、即時性與互動性，本研究的目的主要想確定部落格的上述三項特質是否能影響學校的內部溝通及教師認同感。本研究以南區初級資訊種子學校中有使用學校部落格或學校論壇有使用部落格機制者為研究對象，共收集了313 份有效問卷，迴歸分析結果顯示部落格的簡易性與互動性會正向影響學校的內部溝通及教師認同感，而且互動性比簡易性的影響力大；但即時性沒有顯著的影響力。此外，學校內部溝通對於教師認同感有顯著的正向影響。最後，本研究根據研究發現提出理論意涵及實務意涵。

While blog’s power grows fast， the school authorities start to note blog to be possible to take as a school’s internal and external communication channel. For internal aspect， it may enhance the communication of a school with the faculty， and even enhance cohesion and identification. For external aspect， it may be a good tool of school marketing. A successful blog has three characteristics， including simplicity， immediateness， and interaction. The main purpose of this study is to verify the influence ofblog’s above three characteristics on school’s internal communication and teacher identification.The research object of this study is the primary seed schools of information in Southern Taiwan which have used school blog or applied blog to school forum. Totally， this study collected 313 valid questionnaires. The result from regression analysis indicates simplicity and interaction of blog have positive influences on school’s internal communication and teacher identification， and the influence of interaction is higher than simplicity. However， immediateness has no significant influence. In addition，school’s internal communication has a significant positive influence on teacher identification. Finally，based on research findings， this study provides theoretical implication and practical implication.