科技大學創新經營、行銷策略、品牌形象及學生選校意願之研究：以高屏地區高職學生為例

Research on Innovative Operations, Marketing Strategies, Brand Images of Universities of Science and Technology and Students’ University Selection Intentions: A Study of Vocational High School Students in Kaohsiung and Pingtung

本研究旨在了解科技大學創新經營、行銷策略與品牌形象及高職三年級學生選校意願；其次分析創新經營、行銷策略與品牌形象及學生選校意願之間的關係；最後針對各變項之間的影響進行驗證。本研究抽取1172位學生為樣本，以描述性統計、積差相關與結構方程模式進行分析。歸納研究發現：在現況方面，高屏地區高職學生對於科技大學在創新經營、行銷策略與品牌形象及選校意願的現況，都有達滿意以上的認知。在差異分析方面，不同家庭經濟背景及母親教育程度不同的學生，對於科技大學創新經營的認知有顯著差異。根據結構方程模式分析，科技大學創新經營對行銷策略、品牌形象及學生選校意願皆有正向影響；科技大學創新經營也會透過行銷策略及品牌形象影響高屏地區高職學生選校意願。最後，根據研究結果與發現提出建議，供科技大學參考。

This study aims to understand the innovative operations, marketing strategies, and brand images of universities of science and technology, as well as the third-year vocational high school students’ university selection intentions while also examining the relationships between these factors and validating their effects. For this purpose, a sample of 1172 students was examined. The data were analyzed by using descriptive statistics, Pearson correlation, and structural equation modeling. The results show that students are generally satisfied with the innovative operations, marketing strategies, and brand images of universities of science and technology, and hold a positive attitude toward university selection intentions. In differential analysis, students with varying family economic backgrounds and mother’s educational levels exhibit significant differences in their perception of the innovative operations of schools. The results from the structural equation model show that the innovative operations of universities of science and technology have a positive effect on marketing strategies, brand images, and students’ university selection intentions. Additionally, the innovative operations influence students’ intentions to select universities through marketing strategies and brand images. Based on these findings, this study provides recommendations for universities of science and technology.