本研究旨在探討嘉義縣大同國小家長對學校行銷行為的認同程度，及分析不同背景家長間的差異情形，以便了解實施行銷行為的成效現況與提供公立學校推行行銷行為之參考。 本研究採問卷調查法，研究工具為「嘉義縣大同國民小學行銷行為調查問卷」，根據分析結果，歸納結論如下：一、 嘉義縣大同國小家長對整體學校行銷行為的認同程度是介於「大致符合」∼「極為符合」之間。二、不同性別家長對整體學校行銷行為的認同程度無顯著差異。三、不同年齡家長對整體學校行銷行為的認同程度有顯著差異。四、不同學歷家長對整體學校行銷行為的認同程度無顯著差異。五、不同職業家長對整體學校行銷行為的認同程度有顯著差異。六、不同子女就讀年級家長對整體學校行銷行為的認同程度有顯著差異。七、不同在校職務家長對整體學校行銷行為的認同程度無顯著差異。 最後，研究者依據研究結果對教育主管機關、學校、未來研究者提出具體建議。 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.
