國民小學家長對學校公共關係之知覺探討－以台中市為例

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Title:	國民小學家長對學校公共關係之知覺探討－以台中市為例
Authors:	謝仁紋
Contributors:	經營管理學系碩士在職專班
Keywords:	家長、學校公共關係、重視度、滿意度、忠誠度、parents、school public relations、importance、satisfaction、loyalty
Date:	2018
Issue Date:	2018-06-21 01:30:13 (UTC+0)
Publisher:	亞洲大學
Abstract:	本文研究旨在瞭解台中市國民小學家長對學校公共關係實施現況之感知，進而了解家長的重視度與滿意度和忠誠度之影響關係。本文研究為量化研究。研究者參酌相關文獻後，編製「國民小學家長學校公共關係知覺調查問卷」來進行問卷調查。以台中市國民小學家長為研究對象調查，問卷回收後，得到有效問卷410份。資料分析採用描述性統計、t 考驗、單因子變異數分析及迴歸分析等進行各項資料之統計。本研究獲得以下發現： 1. 家長普遍重視學校公共關係，滿意現行實施狀況，且對學校具忠誠度。 2. 家長對學校公共關係的重視度在性別、教育程度上有顯著差異。滿意度則在性別、年齡、職業、家庭月收入及子女就讀學區上有顯著差異。個人背景變項在其對學校的忠誠度上沒有顯著差異。 3. 家長對學校公共關係的重視度與滿意度相較之下有顯著差異，重視度高於滿意度。重視度與滿意度皆能預測忠誠度。 4. 家長教育程度、家庭月收入對學校公共關係的重視度與滿意度間，以及重視度與忠誠度間，均沒有調節作用。僅教育程度對家長學校公共關係的滿意度與忠誠度之間，具有調節作用。家長對學校公共關係的滿意度在重視度影響忠誠度之間的關係，有部份中介效果。文末亦根據研究結果提出相關建議，提供學校行政單位及未來研究之參考。 The present study sought to understand the public relations (PR) practices of elemenary schools as perceived by the parents in Taichung City. In this study, the researcher explored the relationships among parents’ perceived importance and satisfaction of school’s PR practices, and their loyalty to school. This study employed quantitative methods. Based upon relevant literature review, the researcher created “Parental Perceptions Survey of Elementary Schools’ Public Relations Practices” to collect data. The research particpants consisted of parents of elementary schools in Taichung City. In this study, amount to 410 valid questionnaire copies were collected. Data were analyzed using descriptive analysis, t-test, one-way ANOVA, Scheffé post hoc test, and regression analysis. The major findings of the study were stated as follows: 1. Parents placed importance on schools’ PR practices. They were satisfied with the current school PR practices and showed loyality to school. 2. Signifcant differences were found in: 1) gender and education level in parental perceived importance of school PR practices; 2) gender, age, occupation, family montly income, and school district in parental satisfaction of school PR practices. No significant differences were identified in demographic characteristics in parents’ loyalty to school. 3. Significant differences were found in parental perceived importance and satisfaction of school PR practices. Importance scoces were higher thanr than satisfaction ones on average. Both perceived importance and satisfaction can predict parents’ loyality to school. 4. Parents’ education level and family montly income did not moderate the relationships between perceived importance and satisfaction. Parents’ education level moderated the relationships between satisfaction and loyalty to school. Parental statisfaction partially mediated the relationships between perceived importance and loyalty to school. Finally, according to the research results, some relevant suggestions are provided as a reference of elementary school administrators, plicy makers, educators, and future researchers.
Appears in Collections:	[經營管理學系 ] 博碩士論文

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