研究探討潛在的研究所考生對於其所欲選擇之學校的考量因素，設計問卷訪問公立與私立的大三、大四學生他們會優先考慮何種因素作為各個研究所品牌之先後志願排序。教育是一種無
形性的服務，學生被視為消費者，而各個研究所被視為企業的不同品牌，而學生為了降低個人風險，避免選錯品牌就讀，所以首先了解自己個人所需，到底各研究所品牌有什麼有利因素去吸引學生們去選擇它們，學生之間所認為這些研究所品牌的有利因素是否達到一致或者有不同的看法。結果顯示出學生對於學校的資產程度、學校的整體觀感、面對解決選擇研究所時的疑惑、學習代價等會影響到學生選擇研究所的標準，另外亦發現公立與私立的大學生對於自己母校的品牌忠誠度相差度也不太明顯。
In recent years, universities in Taiwan focus on developing and building their
brand image and creating a higher demand for attracting students to attend. Without ahigh number of students attending, universities could face an operational issue or even become bankrupt. Therefore, universities are offering students a number of different high education programs. The results show that the students may consider the quality of the education provided by the university. However, there is no significant difference in university loyalty between the students and alma mater of public and private universities.
