篇名 | 學校形象對學生行為意圖影響之競逐模式分析 |
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卷期 | 13 |
並列篇名 | Impact of School Image on Students' Behavioral Intention: A Competitive Models Analysis |
作者 | 葉日武 、 楊毓菁 |
頁次 | 41-53 |
關鍵字 | 學校形象 、 學生行為意圖 、 整體形象 、 屬性形象 、 School image 、 Students' behavioral intention 、 Overall image 、 Attribute image |
出刊日期 | 201403 |
本研究嘗試解決形象研究上的兩個重大議題——屬性形象與整體形象資料的異同,以及屬性形象、整體形象、與利害關係人態度與行為的因果關係。經以桃園地區私立高中職生的問卷調查資料進行實證後顯示,屬性形象和整體形象理應視為兩個不同的構念,而且這兩者在解釋學生的行為意圖上可以相輔相成。再者,以構念間關係而言,屬性形象對學生行為意圖的影響力大於整體形象,因此屬性形象比較可能是整體形象和學生行為意圖之間的部分中介變數。這些發現在理論發展與實務應用上都具有重大的意義。
This article explores two important issues in organizational image research. The first one is the equivalence between attribute image and overall image. The second one is the causal order between attribute image, overall image, and stakeholders’ attitudes and behaviors. The authors collect and analyze the survey data of a sample of high/vocational school students in Tau-Yuan County. The results suggest that attribute and overall image are two different constructs. The incremental validity between these two constructs is supported. Also, in terms of causality, both constructs contribute to students’ behavioral intention, in which the contribution of attribute image is higher than overall image. Therefore, a partial mediated model is reasonable, in which the attribute plays the role of mediator. These findings are important both in theory development and practical application.