شناسایی و اولویت‌بندی عوامل مؤثر بر برندسازی آموزش مجازی دانشگاه اصفهان

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت آموزشی، دانشگاه اصفهان، اصفهان، ایران

2 استاد گروه علوم تربیتی و روانشناسی، دانشگاه اصفهان، اصفهان، ایران

3 کارشناس ارشد مدیریت آموزشی، دانشگاه اصفهان، اصفهان، ایران

چکیده

هدف پژوهش حاضر، شناسایی و اولویت‌بندی عوامل مؤثر بر برندسازی آموزش مجازی دانشگاه اصفهان می‎باشد. این پژوهش، از نظر ماهیت آمیخته اکتشافی و از حیث هدف کاربردی می‌باشد. جامعه آماری این پژوهش شامل کلیه دانشجویان مجازی دانشگاه اصفهان، در سه رشته تحصیلی کتابداری، مدیریت اجرایی و مدیریت ارشد کسب و کار (MBA)، در سال تحصیلی 94-1393 می‎باشد. با استفاده از روش نمونه‌گیری تصادفی و با استفاده از جدول کرجسی و مورگان، 188 دانشجو به عنوان نمونه انتخاب شدند. برای جمع‌آوری داده‎ها با استفاده از منابع کتابخانه‌ای و اینترنتی و نظر استادان، مؤلفه‎های برندسازی در دانشگاه استخراج و برای تنظیم پرسش‌نامه استفاده گردید. برای تجزیه و تحلیل داده‎ها نیز از مدل‌سازی معادلات ساختاری استفاده گردید. پس از شناسایی مؤلفه‎ها و دسته‌بندی آنها تحت چهار مؤلفه اصلی انسان، راهبرد، زیرساخت و فرآیند به بررسی و اولویت‌بندی هر کدام از گویه‎ها در هر مؤلفه پرداخته شد. یافته‌ها نشان داد که در مؤلفه راهبرد میزان شهریه دریافتی، در مؤلفه زیرساخت گویه سهولت دسترسی به پرتال دانشگاه، در مؤلفه انسان گویه به‌کارگیری نیروهای با مهارت و تخصص ویژه در دانشگاه و نهایتاً در مؤلفه فرآیند گویه کمک‎های مالی به دانشجویان دارای بیشترین اهمیت در جذب دانشجویان مجازی در دانشگاه اصفهان بودند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identifying and Prioritizing of the Effective Factors on Brand Building of Virtual Education at the University of Isfahan

نویسندگان [English]

  • Soheila Mehrabi 1
  • Bibi Eshrat Zamani 2
  • Seyed Bagher Rashid 3
1 Ph.D. Student of Educational Administration, University of Isfahan, Isfahan, Iran
2 Professor of Educational Sciences and Psychology Department, University of Isfahan, Isfahan, Iran
3 M.A. in Educational Administration, University of Isfahan, Isfahan, Iran
چکیده [English]

The main purpose of the study was to identify and prioritize the effective factors on Brand Buildingof virtual education at the University of Isfahan. In terms of purpose it was an applied study, and in terms of the nature of the method it was exploratory mixed. The population of the study was all virtual students in three majors of library and information science, executive management and MBA at the University of Isfahan in 2014-2015 academic year. 188 students were chosen as the sample through random sampling method based on Morgan and Krejcie’s table. Using sources as libraries, internet and experts’ opinion, branding features of universities were extracted and used to make a questionnaire that was used for data collection. Structural equation modeling was used for data analysis. After identifying and classifying components of branding of the virtual education as four main categories: Human, Strategy, Infrastructure and Process, all items for each component were investigated and prioritized. The results showed that intuition cost in the strategy component, easy access to a university portal in the infrastructure component, appointing expertise employees in the human component, and finally financial support for students in the process dimension were the most important factors for branding in virtual education at the University of Isfahan.

کلیدواژه‌ها [English]

  • virtual education
  • Branding
  • human
  • Infrastructure
  • process
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