大學品牌權益、學生認同與學生就業力關係之研究   免費試閱

The Relationship among Brand Equity, Student Identify, and Student Employability in Universities

本研究目的在探究大學品牌權益、學生認同與學生對自我就業力認知之間的關係。研究者利用文獻探討提出四大變項：品牌權益、自我認同、學校認同與就業力，再利用問卷調查蒐集研究所需資料；於問卷回收編碼後，利用結構方程模式驗證本研究所預設之研究結構。研究結果顯示，本研究之結構方程模式成立，顯示公立大學品牌權益、自我認同、學校認同與學生對自我就業力認知之間的關係成立；研究結論更凸顯認同在學生就業力認知中，扮演重要的角色；其中又以學生對自我的認同扮演更為重要的中介變項角色，影響其就業力認知。未來研究可朝學生認同感對其就業力認知的影響狀況著手，以助學生就業力提升的認知。

The purpose of this study was to explain the relationship among brand equity, identify, and employability in higher educational institutions. The researcher had brought up four variables, brand equity, self-identity, school identity, and student employability, from literature review. After coding questionnaire, the Structural Equation Modeling was used to analyze the data. The results of structural equation modeling showed that the proposed model fit well, and the findings indicated that there was the relationship among university brand equity, self-identity, school identity, and student employability. The results further indicated that self-identity played an important role in student employability cognition. Further research can explore what intrinsic motivation works in student employability cognition.