大學網站類型與分析：組織關鍵活動之觀點

Abstract

近幾年來大學教育環境正在發生改變，對學校經營者來說，面臨的挑戰包含少子化及全球化的影響。本研究探討學校在面對外在環境的改變時，策略制定者會以什麼樣的組織關鍵活動因應。本研究藉由分析台灣的大學網站，並採用Hung (2006)所提出的組織關鍵活動網站支持評估分析法作為分析方法與架構，探討學校網站所傳遞出的組織關鍵活動是什麼，並將網站的回應策略歸納分類。本研究選擇私立綜合型大學作為研究對象，預期私立大學針對少子化會更積極地做出回應，並透過學生的數量以及學校創立的背景區分出不同種類的大學，避免所挑選的大學在性質上趨於一致。\n研究結果顯示，藉由歸納12所選定的私立綜合型大學，得出其網站所傳遞出的組織關鍵活動前十名分別是：有效的教學與學習、發展新課程、招募國內學生、和其他組織機後維持合作關係、與企業和當地社區溝通、創造大學文化、發展新科技、發展學術研究、提供學生學習的支持、增強學校品牌。在學校網站的分類上，則可以被分為六大類，分別是：有效的教學與學習型網站、發展新課程型網站、和其他組織機構維持合作關係型網站、與企業和當地社區溝通型網站，招募國內學生型網站和創造大學文化型網站。\n本研究期盼結果可以供學校建置網站與策略發展時的依據並幫助網站的規劃制定者明白，學校網站所傳達的組織關鍵活動是否與學校預期的經營策略一致。

The external environment of university education is changing in recent years. For education management, the challenges include the impact of fewer children and globalization. This study tends to explore what kind of organizational critical activities the senior management team will take in response to the changes of external environment of university education. The research method is to analyze the university`s website and adopt the web evaluation method and framework proposed by Hung (2006) to explore what kind of organizational critical activities are supported by university` websites and classify the response strategies of the website in Taiwan. In this study, based on the universities’ background and diversity, certain private universities are selected as the research objects, and it is expected that private universities will respond more actively to the challenges.\nThe selected 12 private comprehensive universities, demonstrate that the top ten organizational critical activities as shown on the websites are: efficient teaching and learning, develop new courses, recruit domestic students, maintain partnership with others institutions, communicate with business and the local community and create the university culture, develop new technologies, develop research, and provide student learning supports and enhance the school brand. Moreover, in terms of the classification of the university websites, they can be divided into six types: efficient teaching and learning, develop new courses, maintain a partnership with others institutions, communicate with business and the local community, recruit domestic student, and creating university culture.\nThe results of this study are expected to provide a foundation for universities to develop their websites and strategies, it is hoped to help website developers understand whether the organizational critical activities conveyed by their websites are consistent with the expected business strategies of the university.