大學品牌聲譽與師生關係對大學生口碑傳播行為之影響   免費試閱

本研究旨在探討大學品牌聲譽和師生關係是如何影響大學生口碑傳播行為，包括滿意經驗分享與推薦就讀的大學給他人兩種行為。本研究以問卷調查法收集資料，對台灣十二所大學院校在校大學生，共發出400 份問卷，有效問卷共387 份，利用結構方程模式分析資料，結果顯示：大學品牌聲譽和師生關係都有助於增進大學生對自己就讀大學的品牌認同，進而提高其品牌忠誠度，最後產生滿意經驗分享與推薦就讀的大學給他人的行為。品牌聲譽佳的大學在大學生口碑傳播行為上佔有優勢，然而師生關係相對於大學品牌聲譽在短期內是可以快速改善的，所以品牌聲譽差的大學不應妄自菲薄，如果能加強與學生的互動關係，也能讓學生產生口碑傳播行為。

This study aims to explore how university brand reputation and teacher-student relationships influence undergraduates' word-of-mouth behavior， specifically the behaviors of sharing satisfying experiences and recommending one's own university to others. This study collected data via a questionnaire survey， 400 copies of which were distributed to students studying at twelve universities in Taiwan， yielding a total of 387 questionnaires which were valid. By using structural equation modeling to analyze the data， it was found that university brand reputation and teacher-student relationships both help to enhance undergraduates' brand identification with their own universities， in turn enhancing their brand loyalty. That results in sharing satisfying experiences and recommending their own universities to others. Those universities with good brand reputations possess an advantage in terms of undergraduates' word-of-mouth recommendation behavior. However， relative to a university's brand reputation， teacher-student relationships are more readily able to be quickly improved in the short run. Therefore， a university with a poor brand reputation should not belittle itself. If teachers canstrengthen their relationships with students， this can lead to an increase in students' willingness to recommend their university via word-of-mouth.