| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 103 === Abstract
The research aimed at investigating the behavior intentions of Kaohsiung elementary school teachers who pursue master’s degree in service. Based on the theory of planned behavior (TPB), the investigation was conducted through surveying the participants and verification by the methods of factors analysis, cronbach’s α, independent-sample t-test, analysis of variance (ANOVA), and structural equation modeling (SEM).
The result indicates that “attitude,” “subjective norm,” “perceived behavioral control” have a positive and significant influence on the participants’ behavior intentions. Ranked by theextent, attitude is the most influential factors, followed by perceived behavioral control and then subjective norm. From the aspect of attitude,“personal relative benefit” is more influential than “social relative benefit”; from the aspect of subjective norm, “secondary group” is more influential than “primary group”; from the aspect of perceived behavioral control, “self-efficacy” is more influential than “facilitation conditions.”
Based on the research, there were a total of five suggestions released from the aspectas follows:
1. Behavior intention —Colleges shall undertake from the angle of attitude and put an emphasis on the raise of personal and social benefit, triggering elementary schoolteachers’ interest in degree pursuing, when promoting master’s degree courses.
2. Attitude — Colleges shall put an emphasis on the possibility of a promotion and raises due to the cultivation of a second expertise when promoting master’s degree courses. By providing a variety of trends fulfilling courses, colleges can trigger elementary school teachers’ interests in degree pursuing.
3. Subjective norm—Colleges shall provide courses’ information through various channels (bulletins on colleges’ or departments’websites and campus, etc.) and invites specialty professionals to host seminars when promoting master’s degree courses.Hence, colleges can trigger elementary school teachers’ interest in degree pursuing.
4. Perceived behavioral control —Related information of master’s degree courses hall be visible and accessible on colleges’ websites; further, providing learning tutorships can reduce the pressure from elementary school teachers, increase whose interests in degree pursuing.
5. External variables —To be competitive, colleges shall differentiate elementary school teachers by different external variables, and comply differentiated marketing respectively on each market segments of the participants.
Keywords: Elementary school teachers, In-service Education, Behavior intentions,
Theory of Planned Behavior
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