幼兒園品牌權益量表的建構及其應用

Construction and Application of Brand Equity Scale for Preschools

本研究旨在經由嚴謹的分析程序來建立一份具有信效度的幼兒園品牌權益量表，並以重要－表現程度分析（IPA）方法來探究目前幼兒園在品牌權益的表現情形，從二維向度中尋找品牌經營的平衡點以及未來調整的方向。為達研究目的，本研究透過自編問卷進行調查多方利益關係人的看法，採分層隨機方式抽取臺灣地區的私立幼兒園人員與家長共1200位，得有效樣本735人。量表進行一系列的競爭模式考驗，結果顯示階層因素模式為最簡效模式，該模式包括四構面－－品牌知名度、知覺品質、品牌聯想及品牌忠誠度，共計17題項，具有良好的信度與效度，可做為評估幼兒園品牌權益之參考。多數題項的表現程度低於認知的重要程度，代表幼兒園的品牌權益仍有強化空間；而重要－表現程度分析，多數題項落在「繼續保持區」及「次要改善區」，園方人員和家長在各題的IPA象限的分布情形多數相同，但少部份題目有差異，建議園方可從題項的落差情形中尋找平衡點，以促進幼兒園品牌權益之最佳表現。

The purpose of this study was to construct a reliable and valid brand equity scale for preschools through rigorous analysis. The current status of brand equity at preschools was explored using importance-performance analysis (IPA). A 2-dimensional matrix was used to identify a balance between brand building and future direction adjustment. Stakeholders from various sources replied to a self-edited questionnaire. We selected 1,200 staff members and parents from private preschools in Taiwan by using stratified random sampling and obtained 735 valid samples. A series of competing models was adopted to test the scale. The results indicated that the hierarchical factor model, which comprised 4 dimensions (brand awareness, perceived quality, brand association, and brand loyalty), was the most parsimonious. A total of 17 attributes with high reliability and validity could be referenced when evaluating the brand equity of preschools. Regarding most of the attributes, performance was lower than cognitive importance, indicating that a preschool manager must expend great effort to strengthen brand equity. In the IPA, most of the attributes fell in Quadrant B (keep up the good work) and Quadrant C (low priority), and most of the attributes provided by educators and parents were located in the same quadrants. We recommend that, to optimize the performance of brand equity, preschool managers must identify a balance among attributes that exhibit a gap.