學校可以透過口碑的創造，使訊息接收者產生信任效果，而學校內部人員究竟在口碑傳播的過程中扮演什麼樣的角色呢？根據文獻指出，優良的學校形象有90%來自學校內部的努力，首先學校需提升教育品質，再透過相關人員宣傳學校良好形象，最後轉化為正面的學校口碑。於此過程中，學校教職人員與在學學生為主要的口碑接收與傳遞者，透過學校內部與外部的口碑流傳，在家長意識形態為主的改革趨勢下，為子女選擇學校的彈性增加，而口碑便是家長為子女選擇就讀學校的要素之ㄧ。
學校口碑對於學校經營而言，具有相當重要的影響力，也是學校經營上，可以善加利用的關鍵。本研究乃從學校經營的角度，了解學校形象傳播媒介與口碑傳播途徑的效果，以期能提供學術界口碑理論建構的參考及實務界已推行或欲推行口碑的管理者一個參考依據，而本研究的目的包括：
1.探討口碑傳播媒介及途徑對學校形象的影響。
2.了解學校內部公眾的實際口碑傳播之差異情形。
3.探討如何運用口碑傳播建立學校良好形象。
4.探討口碑傳播對學校經營的效益。
學校內部人員為學校形象塑造的關鍵，如何透過有效的口碑管理，讓內部人員對正面口碑傳播有所助益，而面對負面口碑時又能有所應對，便是我們亟欲告訴管理者的。

By creating positive word-of-mouth reputation the school authority can generate a sense of trust in those targeted information (word of mouth) receivers. What kind of role do the internal personnel of a school play during the process of circulating the word of mouth? According to the literature, the efforts made from within account for 90% of the outstanding image of a school. First of all, the school needs to elevate its education quality. Furthermore, the outstanding image shall be propagated by the personnel concerned. The image will then, be transformed into positive word of mouth. During this process, the faculty members as well as the students are the main word-of-mouth receivers and transmitters. Such word of mouth will be circulated both internally and externally. Education reform nowadays has been directed by parents’ preference, which is why they have more options in selecting schools for their children. Word of mouth is definitely one of the factors that would influence their decisions.

Not only would word of mouth have important effects on school management, it is also a key to a better management. This study has been conducted from the aspect of school management with a view to understanding the result of circulating positive WOM together with the image publicity. Hopefully, this study will become a reference for both the theoretical structuring of academic word of mouth and for word-of-mouth practitioners. The key points of this research include:
1.Investigate the influence of word of mouth propagated by the media on the school’s image.
2.Understand the difference in the word of mouth propagate among the people within the school.
3.Investigate how to use word of mouth propagate to establish positive image for the school.
4.Investigate the benefits of word of mouth propagate on the school’s management.

The internal personnel of a school are the key to the positive image building. How does an administrator achieve an effective management of word of mouth? How can internal personnel do to contribute to the positive word of mouth and how do they cope with the negative one? The answers to these questions are being revealed in this research.

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