| Summary: | 碩士 === 明新科技大學 === 管理研究所碩士在職專班 === 106 === Due tolow birth rate, elementary schools, high schools and vocational schools in Taiwan all face a shortage in student enrollment. How these schools can use promotion strategies to improve the quality and quantity of enrollment is an urgent issue. This study explored the influence of school characteristics, brand image and school identity onprospective students’ school selection. This study is based on a survey, and data analysis was done with PLS 3.0. Results showed a significant connection between school characteristics and brand image, school characteristics and school identity, brand image and school identity, brand image and school selection, as well as school identity and school selection. However, school characteristics do not have a significant effect on school selection. These findings can be used in both school management and promotion. These results also have implications for future research.
Key word：school characteristics, brand image, school identity, school selection
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