The Development of Marketing Quality Measurement Instrument Research in Vocational High Schools Website–Used Second Order Confirmatory Factor Analysis

• Main Authors: Jui-Chin Hsu, 許瑞津
• Other Authors: Won-Fu Heung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/80826136987596461208

碩士 === 吳鳳科技大學 === 應用數位媒體研究所 === 101 === With the changes of the educational environment, coupled with the low birth rate and the rising attention for school choice, the education market has gradually moved towards liberalization and marketization. Schools must adopt the Internet and information technology to win the recognition and support of students, parents and communities. However, based on the literature review, there is no related research evaluating the website indicators of marketing quality. Hence, the main purpose of this study was to conduct a model of vocational school website marketing quality indicators measurement. Total of 309 valid questionnaires were collected from the subject of 320 vocational high schools located in Tainan and Chiayi district. The results indicated that 12 observed variables, including entertainment, usability, interaction, interface architecture, timeliness, accuracy, understanding, integrity, speed, friendliness, entry guidelines and hyperlinks, can be adpoted as effective vocational school marketing quality indicators. It was proved that this model is valid and can be applied to measure vocational school website marketing quality indicators. Some concrete suggestions were also made to serve as references for the authorities, schools and follow-up researchers.