大學生對於學校品牌權益認知之研究

A Study of Students’ Perception on the Brand Equity of Universities

本研究目的在探究大學生對於學校品牌權益認知狀況，為達成本研究目的，研究者於11所公、私立大學發放問卷，合計回收有效問卷417份，有效問卷回收率達75.8%，藉以進行統計分析。經由探索性因素分析結果顯示，文獻探討四因素成立，再利用重要─表現分析，進行四因素重要與表現狀況之分析。研究成果發現，填答者一致認同各題項與因素的重要性，但是對於目前學校實際表現狀況的滿意程度未及各題項之重要性，兩者之間的差異已達顯著水準；其次，知覺品質落在第一象限繼續保持區，品牌聯想則落在第二象限優先改善區，品牌忠誠度部分落在第三象限次要改善區，品牌知名度落在第四象限過度表現區。

The purpose of this study was to explore students’ perception on the brand equity of universities. In order to complete research purposes, the present study used a sample of 417 students from 11 public and private universities in Taiwan. The effective response rate was 75.8%. The model of four-factor structure (brand awareness, brand association, perceived quality, and brand loyalty) was tested using exploratory factor analysis, and the author used importance-performance analysis in this study. The empirical results indicated that there are statistically significant difference in the average between importance and performance. In addition, the importance-performance grid shows that perceived quality fall into the “Keep up the good work” quadrant, brand association fall into the “Concentrate here” quadrant, brand loyalty fall into the “Low priority” quadrant, and brand awareness fall into the “Possible overkill” quadrant.