本研究以雲林縣之國民小學教師為研究對象，探討於不同的校長領導風格和少子化壓力之下，教師參與學校行銷情形；同時檢驗工作投入在校長領導風格、少子化壓力及教師參與學校行銷之間所發揮的中介效果；並針對研究結果提出建議，供教育行政機關、學校及教師作為參考。 本研究採用問卷調查法，將回收之資料採用T 檢定、單因子變異數分析、Pearson 相關分析及迴歸分析等方法檢驗後，研究結果發現：1. 校長領導風格與教師工作投入有顯著相關；校長領導風格與教師參與學校行銷有顯著相關；教師工作投入與參與學校行銷有顯著相關。2. 倡導型領導風格對教師參與學校行銷有正向預測力；而關懷型領導風格則增進教師參與內部行銷。3. 校長領導風格、少子化壓力對工作投入有顯著影響。4. 學生來源減少對參與學校行銷有正向顯著影響；教師員額縮減對對參與學校行銷有負向顯著影響。5. 工作投入對校長領導風格、參與學校行銷存在部分中介效果；6. 工作投入對少子化壓力、參與學校行銷存在完全中介效果。 In this study, Yunlin County elementary school teachers are the research objects. The different principals’ leadership styles and the declining birthrate stress are analyzed to show the outcome of the teachers’ participating in school marketing .The mediating effect of job involvement on leadership styles , the declining birthrate stress and school marketing participation are investigated as well. The result is specified as references for educational authorities, school administrations and teachers. In order to reach the above objective, this study used questionnaires to collect data. The data was analyzed by a number of statistical techniques such as T-test analysis, one-way-ANOVA, Pearson correlation analysis, and regression analysis .The result in the study indicated that: Both the teachers’ job involvement and the teachers’ participating in school marketing are significantly related to principals’ leadership styles. The teachers’ job involvement and the teachers’ participating in school marketing are also significantly related. Advocacy leadership style affects a positive predictor on teachers’ participation in school marketing. The caring leadership style promotes teachers’ participating in internal marketing. The principals’ leadership styles and the declining birthrate stress significantly effect the teachers’ job involvement. The decreasing admission number of students casts a significant positive effect on school marketing participation .The staff number contraction casts a significant negative effect on school marketing participation. The job involvement effects a partial mediating effect between principals’ leadership styles and the teachers’ participating in school marketing, while a full mediating effect on the declining birthrate stress and the teachers’ participating in school marketing.
