本研究探討高等教育網路品牌權益（HEOBE）與機構績效之間的關係，並結合主觀與客觀績效指標建立整合性框架。主觀績效來源於利益相關者（學生、家長及校友）的感知，而客觀績效則引用臺灣教育部（2017–2022年）的統計數據，包括政府補助、新生註冊率以及產學合作績效。數據收集包含來自臺灣 103 所高等教育機構的 752 份有效問卷，樣本涵蓋學生、家長與校友等多元利益相關者群體。客觀數據經由最小-最大正規化方法（Min-Max normalization）進行標準化處理，分析方法包括驗證性因素分析與結構方程模型，用於評估模型適配程度及變數之間的關係。研究結果顯示，機構聲譽與品牌忠誠度顯著增強了利益相關者的滿意度，而滿意度進一步促進了正向口碑的傳播。滿意度直接提升主觀績效，並透過正向口碑間接影響主觀與客觀績效。由於客觀數據具體且可量化，能減少主觀評估偏誤，因此客觀績效模型顯示出更佳的適配指標。本研究的整合性框架為高等教育品牌管理提供了實證依據，佐證品牌權益是塑造機構績效的關鍵角色，建議高等教育機構相關行政單位採取適當的品牌管理策略，以有效提升利益相關者滿意度並促進正向口碑傳播，以實現機構永續發展的目標。

This study explores the impact of Higher Education Online Brand Equity (HEOBE) on institutional performance through an integrated framework of subjective and objective metrics. Subjective performance reflects stakeholder perceptions (students, parents, alumni), while objective data from Taiwan’s Ministry of Education (2017–2022) includes subsidies, enrollment rates, and industry collaboration. Using 752 valid responses from 103 institutions, objective data were standardized via Min-Max normalization. Analytical methods included confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results reveal institutional reputation and brand loyalty significantly boost satisfaction, driving positive word-of-mouth (WOM). Satisfaction enhances subjective performance directly and influences both subjective and objective performance via WOM. The objective model showed superior fit due to quantifiable data reducing bias. This study underscores HEOBE’s critical role in performance, recommending enhanced branding, stakeholder satisfaction, and WOM to foster sustainable outcomes.

LIST OF FIGURES .......................................................V
LIST OF TABLES .......................................................VI
CHAPTER 1 INTRODUCTION ................................................1
1.1 RESEARCH BACKGROUND ...............................................1
1.2 THE GROWING IMPORTANCE OF BRAND EQUITY IN HIGHER EDUCATION ........1
1.3 THE IMPACT OF ONLINE PLATFORMS ON INSTITUTIONAL BRAND EQUITY ......2
1.4 OBJECTIVE VS. SUBJECTIVE MEASURES OF INSTITUTIONAL PERFORMANCE ....3
1.5 STUDY MOTIVATION AND OBJECTIVES ...................................4
1.6 RESEARCH PROCESS ..................................................5
CHAPTER 2 LITERATURE REVIEW AND RESEARCH HYPOTHESES ...................7
2.1 ONLINE BRAND EQUITY IN HIGHER EDUCATION ...........................7
2.2 ONLINE BRAND EQUITY AND CONSUMER SATISFACTION .....................8
2.3 SATISFACTION OF STAKEHOLDERS AND WOM .............................12
2.4 THE INFLUENCE OF WOM ON INSTITUTIONAL PERFORMANCE ................13
2.5 INFLUENCE OF CONSUMER SATISFACTION ON INSTITUTIONAL PERFORMANCE ..14
2.6 CONCEPTUAL FRAMEWORK .............................................15
CHAPTER 3 RESEARCH METHODOLOGY .......................................17
3.1 RESEARCH DESIGN ..................................................17
3.2 MEASURES .........................................................17
3.3 DATA COLLECTION ..................................................19
3.4 DATA ANALYSIS PROCEDURES .........................................20
3.4.1 Data cleaning and preparation ..................................20
3.4.2 Item analysis ..................................................21
3.4.3 Confirmatory factor analysis (CFA) .............................21
3.4.4 Reliability and validity .......................................21
3.4.5 Structural Equation Modeling (SEM) .............................22
3.4.6 Data analysis ..................................................22
CHAPTER 4 DATA ANALYSIS AND RESULTS ..................................23
4.1 DESCRIPTIVE AND MODEL EVALUATION .................................23
4.2 COMMON METHOD VARIANCE ...........................................23
4.3 RELIABILITY AND VALIDITY .........................................23
4.4 CORRELATION AND DISCRIMINANT VALIDITY ............................25
4.5 MEASUREMENT MODEL ................................................28
4.6 STRUCTURAL MODELS ................................................28
4.6.1 Conceptual framework model .....................................28
4.6.2 Subjective performance model ...................................31
4.6.3 Objective performance model ....................................32
4.6.4 Explanation of HEOBE dimensions ................................34
4.6.5 Summary ........................................................36
4.7 COMPARISON OF THE SUBJECTIVE AND OBJECTIVE PERFORMANCE ...........36
4.8 EVALUATION OF HYPOTHESES .........................................38
4.8.1 Online brand equity dimensions and stakeholder satisfaction ....38
4.8.2 Stakeholder satisfaction and WOM ...............................39
4.8.3 WOM and institutional performance ..............................39
4.8.4 Satisfaction and institutional performance .....................39
4.8.5 Summary ........................................................40
CHAPTER 5 CONCLUSIONS ................................................42
5.1 DISCUSSION .......................................................42
5.2 MANAGERIAL AND PRACTICAL IMPLICATIONS ............................45
5.3 THEORETICAL CONTRIBUTIONS ........................................48
5.4 POLICY RECOMMENDATIONS FOR ADMINISTRATIVE OFFICES ................50
5.5 RESEARCH LIMITATIONS AND FUTURE RESEARCH .........................52
REFERENCES ...........................................................54
APPENDIX: SURVEY QUESTIONNAIRE .......................................63

 
List of Figures

Figure 1 1 Research process ...........................................6
Figure 2 1 Conceptual framework ......................................16
Figure 4 1 Conceptual framework model ................................30
Figure 4 2 Subjective performance model ..............................32
Figure 4 3 Objective Performance model ...............................34

 
List of Tables

Table 2 1 Definition of HEOBE scale construct ........................11
Table 3 1 Constructs and measurement items ...........................19
Table 3 2 Demographic characteristics of the respondents .............20
Table 4 1 Analysis of measurement model ..............................24
Table 4 2 Correlation matrix and AVE .................................27
Table 4 3 Online brand equity scale constructs by age ................36
Table 4 4 Comparison performance structural model ....................37
Table 4 5 Results of structural model ................................41

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