| Summary: | 碩士 === 國立臺北教育大學 === 教育政策與管理研究所 === 98 === This present thesis aims to investigate the effect brought by colleges’ brand strength consciousness and choices of departments on students’ career development. Based on Taiwan Integrated Postsecondary Education Database embedded in the Survey Research Data Archive, the results of the data mainly consist of freshmen’s opinions on choosing departments of colleges in 2005, which are utilized to analyze each of the factors influencing students’ career development. The samples of this thesis are from 52, 315 people. The college’s strength consciousness is the dependent variable, the students’ choice towards departments is the intervening variable, and the career development goal is the independent variable. Through the Structural Equation Modeling (SEM), the relationship between the career development goals and every factor is tested. The results show that, firstly, the more the freshmen of the colleges value their schools’ brand, the more they value their choices of departments as well. Secondly, likewise, the more the freshmen of the colleges value their schools’ brand, the more they value their career development goals. Thirdly, the more the freshmen of the colleges value their schools’ brand, the more they also concern their choices of departments, which would, meanwhile, make those freshmen value their career development goals more. Fourthly, if we analyze the data through AMOS, the effects within the four groups of modeling as to colleges’ brand strength towards choosing department are more direct than indirect. Eventually, from the results, some suggestions are provided for the education praxis and future studies.
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