高等教育行銷基礎--影響大專科系選擇之因素模式建構

The Marketing Foundation of Higher Education : Construction of the Model of Factors that Relate to the Choice of Majors

自1994年四一○教改大遊行主張「廣設高中大學」以來，我國學士班人數即急遽擴增，而哪些因素對學生選讀科系產生具體影響，除與學生生涯規劃攸關外，也與大專校院在少子化衝擊下如何適度改善招生行銷策略密切相關。本研究以文獻探討整理影響大專科系選擇之因素模式架構，並藉由高等教育資料庫之92學年度大一新生問卷調查結果及驗證性因素分析來加以驗證，結論如下：一、大專科系選擇主要受到「親友影響」、「個人條件」及「職涯發展」等三個潛在因素的交互影響。二、影響大專科系選擇之因素模式具交叉驗證效度，可見其具跨樣本之有效性與穩定性。另建議：一、大專校院辦理招生宣傳時，應強化「親友影響」方面的行銷，尤其是高中職學生的師長。二、大專校院宜加強產學合作，並將「職涯發展」納入招生行銷主軸。三、大專校院宜善用多元入學，招收學習興趣相符的學生。

The number of college students in Taiwan has been growing rapidly since 1994. However， factors relating to students’ choice of majors are not well understood. This study examined such potential factors. The result would provide an informed basis for student’s career planning and institution’s recruitment strategies in response to the impact of low birth rate.The study constructed a model of factors that relate to students’ decisions on their majors and verified the accuracy of the model by confirmatory factor analysis， using the data of Higher Education Database developed by the Center for Research on Educational Evaluation and Development of the National Taiwan Normal University. The conclusions are as follow: 1) students’ choice of majors is related with three potential factors， which are the influence of family and friends， individual conditions， and career development; 2) the validity of this model can be confirmed with cross-validation.We suggest: first， as universities recruit new students， they should be aware of the influence of family and friends， especially the high school teachers; second， universities should strengthen their cooperation with industries associated with students’ career development， and third， universities should take advantage of the various college entrance procedures to recruit students with similar aptitudes.