The Influence of Trust Antecedents on Trust and AffectiveCommitment of School New Students’ Parents

• Main Authors: Chi-hung Kuo, 郭啟鴻
• Other Authors: Shueh-chin Ting
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/87313614162923247408

碩士 === 國立臺南大學 === 教育經營與管理研究所碩士班 === 101 === Previous studies indicate that trust antecedents can enhance trust and commitment. According to the literatures, this study adopts three trust antecedents, marketing communication strategies, shared values, and school characteristics, to explore the relationship between these three trust antecedents and school new students’ parents’ trust and affective commitment. The new students’ parents in the public elementary schools were chosen as subjects, and the finding of this study helps the leader of school have a correct understanding of trust antecedents that influences new students’ parents’ trust and affective commitment. The population of this study is new students’ parents from the public elementary schools in Kaohsiung City. Proportional sampling and purposive sampling methods are used to conduct a questionnaire survey. Of a total of 750 questionnaires, 569 are valid. The reliability and validity of this study’s questionnaire were confirmed by confirmatory factor analysis(CFA), and structural equation modeling (SEM) was applied to explore the relationship between these three trust antecedents and school new students’ parents’ trust and affective commitment. The finding of this study reveals that the three dimensions of trust antecedents including marketing communication strategies, shared values, and school characteristics, can enhance school new students’ parents’ trust to school, and through the trust to school enhance further the affective commitment to school. In the end, based on the research findings, the conclusion and suggestions of this study provided for the practitioners and future researchers.