대학이미지 형성이 대학만족도에 미치는 영향: 입학전 vs. 입학후

Abstract

In this study, we investigate the roles of college image before entering or applying to college. College image as a brand image plays an important role for influencing or antecedents to brand trust or brand relationship in brand assets building process. Image itself does not influence satisfaction but when it is based firmly on the recognition and understanding brands, it will have meaningful impact on the satisfaction. For that reason, we hypothesize that students who have image on the college will outperform students who don't have image on the college. Also, different motivations for entering college will produce different outcomes. In particular, students who have clear preference for some departments or higher job-rates will work harder than those who have less clear objectives. Some students choose their colleges based on the high-school grade or test scores or distances from home. Image as well as motivation is a critical factor for successful college life. Image after entering the college might change over time. However, image holding before entrance might have long-term effects even after entrance to college. Image-holding students before entrance will exceed no-image holding students before in the satisfaction in college. That is, if we know that a student have an image for college, we can expect that she/he will have successful college life. For the students who change their image, it could be one of image formation, no-image before entrance and image after entrance, and image loss, image before entrance and no-image after entrance. For the image change, expectation and performance dis-confirmation framework could be applied. Expectation high and performance low leads to dissatisfaction and expectation low and high performance leads to satisfaction. That is, image formation will lead to satisfaction and image loss will lead to dissatisfaction. In the future, it is necessary to consider the multidimensional natures of image and motivations. Furthermore, it is recommended to include the commitment concepts in the process. How to create college image, build brand assets, maintain images require more than image frameworks. Incorporation of motivations, commitments, and brand assets building process is critical to understand the college choice and college life satisfaction, recommendation, and attachments.