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論文名稱 Title |
社群媒體資訊與台灣碩士就讀之關係 Social Media as Source of Information of Post Graduate Study in Taiwan |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
56 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2020-07-29 |
繳交日期 Date of Submission |
2020-07-14 |
關鍵字 Keywords |
決策制定、資訊來源、高等教育市場、選校因素、社群媒體 decision-making, university choice factors, higher education marketing, source of information, social media |
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統計 Statistics |
本論文已被瀏覽 5720 次,被下載 23 次 The thesis/dissertation has been browsed 5720 times, has been downloaded 23 times. |
中文摘要 |
社群媒體上的資訊正影響著我們生活中的決策,甚至是重要且影響深遠的決定,例如選讀學校。本文主旨在探討社群媒體是否為研究所就讀選校過程之重要信息管道。選校相關資訊在本文中分成四大面向,包含學校聲譽、課程設計、產業連結與費用及設施。本研究採質化量化並行之方法,共收集138份有效問卷及12場訪談。以下為本文三大重點發現。其一,學校聲譽、學位資訊及就業發展為前三大影響因素。其二,外籍學生相較於本地學生更重視入學資訊、生活花費及設施資訊。其三,訪談結果顯示同儕推薦之重要性。 |
Abstract |
Information on social networking sites are shaping our daily choices in certain ways, some important and far- reaching decisions are also influenced by social media, such as selecting which school to study. This thesis is aimed at discussing whether social media can be an important source of information for post graduate enrollment. It proposes that student’s decisions about post graduate enrollment are influence by social media messages related to the following four dimensions: university reputation, course structure and design, industrial centric program and cost and facilities. This thesis utilizes mixed quantitative-qualitative method with 138 valid replies of online questionnaire survey and 12 interviews data. There are three key findings from the survey data. Firstly, prestige of university, information about the degree and post graduate job opportunities are most influential factors in prospect students’ university choice. Secondly, messages of admission criteria living cost and facilities are more important to international students than Taiwanese students. Lastly, interviews with both local and foreign students emphasize the value of peer recommendation as powerful source of information in university choice. |
目次 Table of Contents |
Thesis Validation Letter i 中文摘要 ii Abstract iii Table of Content iv Table of Tables vi Chapter 1. Introduction 1 1-1. Research Motivation 1 1-2. Research Background 2 1-3. Research Purpose 3 1-3-1. Research Questions 3 1-4. Research Contribution 4 Chapter 2. Literature Review 5 2-1. Social media and marketing 5 2-2. Social media and decision making 7 2-3. University Choice and choice factors 9 2-3-1. University Reputation 10 2-3-2. Course structure 11 2-3-3. Industrial centric 13 2-3-4. Cost and facilities 15 2-4. Research Model 16 Chapter 3. Methodology 17 3-1. Research Approach 17 3-2. Measures and Questionnaire 17 3-3. Sample 19 3-4. Interviews 21 Chapter 4. Data analysis and results 22 4-1. Quantitative Result 22 4-1-1. Descriptive Statistic 22 4-1-2. Group Differences 28 4-1-3. Regression Analysis 30 4-2. Results of Interviews 31 Chapter 5. Discussion and Conclusion 36 5-1. Research Conclusions 36 5-2. Research Implications 38 5-3. Limitation and Future Research 39 Reference 41 Appendix 47 I. Questionnaire 47 |
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