| Summary: | 碩士 === 南華大學 === 非營利事業管理研究所 === 97 === The objective of this study is to investigate the degree of identification of parents to school marketing behavior, and to analyze the differences of parents coming from diverce backgrounds, hence to understand the effects of school marketing behaviors and to provide as a reference to public schools involved in it.
The study is based on the "Marketing Behavior Questionnaire for Datong Elementary School, Chiayi County". According to the analysis of the results, we have the following conclusions:
1.The degree of identification to the school marketing behavior of parents from "Datong Elementary School in Chiayi County" ranges from mostly agree to "absolutely agree".
2.The sexes of parents cause no significant difference on their degree of identification to school''s marketing behavior.
3.The ages of parents cause significant difference on their degree of identification to school''s marketing behavior.
4.The academic backgrounds of parents cause no significant difference on their degree of identification to school''s marketing behavior.
5.The occupations of parents cause significant difference on their degree of identification to school''s marketing behavior.
6.Children''s years in school cause significant difference on their parents'' degree of identification to school''s marketing behavior.
7.In school posts of parents cause no significant difference on their degree of identification to school''s marketing behavior.
Finally, the researcher put forward concrete suggestions based on the study''s results to executive offices of educational affairs, schools, and future researchers.
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