[[alternative]]A factor analysis on the consideration for a higher education by the students of business technological and vocational schools located in the central counties of Taiwan

[[abstract]] 隨著國內教育環境的轉變，以及加入世界貿易組織的衝擊，教育市場生產者（學校），應改變過去主觀的思考模式，除了主動透過學校對外宣傳活動，將學校辦學績效傳達給學生之外，更要瞭解教育市場消費者（學生）的需求與特性，以擬定更佳的招生策略。因此，本研究主要是從行銷導向的觀點，由教育行銷觀點及消費者行為分析，瞭解商業技職學生升學選校的考量因素與資訊來源。 本研究針對技職體系的學制，將研究對象涵蓋商業類之高職、二專日間部及二專進修部等三個學制之應屆畢業學生，採用問卷調查，以中部地區商業類技職學生為樣本，探討學生在選填自願時之考量因素為何？而不同學制與不同背景變項之學生在選校考量因素是否有所差異？ 本研究依據相關文獻，擬訂出經濟取向、生活取向、學習取向、就業取向、聲望取向及資訊來源取向等六個構面，以描述性統計、單因子變異數及雙因子變異數分析，進行資料分析與整理，歸納結論如下： 一、 商業類技職學生對經濟取向、學習取向與就業取向的因素較為重視。 二、 不同學制的學生，在經濟取向有明顯的差異外，在其餘各構面上均無顯著性差異。 三、 不同背景變項的學生在性別、成績、父親教育程度、母親教育程度及家庭支應子女教育費用情形，在選校考量因素上有顯著差異。 四、 不同學制與不同背景變項的學生在性別、可能進入的學校類型、成績、父親教育程度與家庭支應子女教育費用情形，有顯著交互作用。[[abstract]] As the change of domestic educational environment and the impact of entering WTO, producers in educational market, the schools, should transform their subjective thinking pattern. And to draw up the much better strategy of enrollment, it should have a better understanding to the demands and features of consumers in educational market, the students, besides transmitted the performance of running schools to them. To examine the school selection factors that students considered, and if there are differences between the different education system and background variables or not in it, this paper make the students of business technological and vocational schools, composed of vocational high school, two-year daytime- and night-school, of central Taiwan as the subjects. Literature review in this paper was used to construct six dimensions, including economics orientation, life orientation, learning orientation, employment orientation, reputation orientation and information sources orientation, and apply the statement statistic, one- and two-way Anova in turned to analyze the datum. Results indicate that: 1. Business technological and vocational students pay more attention to the orientation of economics, learning and employment. 2. Besides the economics orientation, the different education system students have no significant differences in other dimensions. 3. The students of different background variables, including gender, score, parental education level and the burden of children educational expense, are significantly different with the schools selection factors. 4. The students of different education system and background variables, including gender, the type of entrance, score, father education level and the burden of children educational expense, have significant interactive effects