| Summary: | 碩士 === 南開科技大學 === 福祉科技與服務管理所 === 102 === Based on fast social change and highly competitive working environment, most of university graduates and employees are facing education, employment, job, promotion issues. They are eager to pursue in-service master program to enhance their competitiveness and broaden public relationships. Obtaining Master program is a life long learning experience. The domestic universities have provided a lot of master ptogram and it resulted in supply over demand. NKUT also faced the difficulty of recruiting students. Deparment of Gerontechnology & Service Management in Nan-kai University of Technology began to open in-service master program since 2007, the numbers of graduated students have reached 300. The puspose of the paper is to explore the studying intention of in-service master program in Nan Kai University of Technology among the general public. The research model based on the theory of planned behavior applied studying attitude, subjective norm, perceived behavioral control, behavioral intention and brand image constructs to investigate the influencing factors of selecting master program. The finding can be used as a reference for recruiting strategy in the future. 200 questionnaires were distributed, 180 returned questionnaires were valid and analyzed by SPSS 12.0. The results showed that studying attitude, subjective norm, perceived behavioral control and brand image are significantly positive related with their intention to choose NKUT. The brand image is the highest influencing factor among them. The overall explanatory power of the research model reached 61%, showing that the model can effective predict and explain the behavioral intention of studying in-service master program of Nan-kai University of Technology.
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