The purpose of this study is focused on the relationship among the education marketing; the Principals¡¦ leadership styles and the Teachers¡¦ job involvement in the elementary Schools. The questionnaire survey and semi-structured interviews were adopted in the study. The samples were come from 88 public elementary schools in Kaohsiung of the questionnaire survey. First of all, the 88 schools were categorized based on the level of their education marketing. Then, the top10 and the bottom 10 schools were selected for analysis in this study. 589 questionnaire surveys were sent to the above top 10 and the bottom 10 schools, and the 520 questionnaire surveys were received from them. The 489 of 520 surveys were valid data. The retrieve rate was 88.29% and the survey¡¦s valid rate was 83.02%. The investigated tools of this study are ¡§Questionnaire regarding the study of relationships amongst Education marketing, The Principals¡¦ Leadership Styles and The Teachers¡¦ Job Involvement in the Elementary Schools¡¨, which consisted four parts: ¡§basic information¡§, ¡§the attitude on education marketing ¡§, ¡§the teachers¡¦ job involvement¡§, and ¡§the principal¡¦s leadership ¡§, This study attempted to file the data yielded from the questionnaire with SPSS 10.0/PC, with mean, standard deviation, Person¡¦s Production-Moment Correlation ,t-testing, 1-Way ANOVA, analysis of variance, and stepwise multiple regressions are used as well. This study was used Semi-structured interviews for further investigation from the above top and bottom 10 schools. In addition, there were four types based on ¡§ schools¡¦ focusing level on eduaction marketing¡¨ and ¡§ principals¡¦ leadership style ¡§ in the above top and bottom 10 schools. Therefore, 8 teachers were selected from different types were interviewed for this study. The following results were derived: 1. Generally speaking, the attitude on education marketing, the principal¡¦s Leadership Styles and teachers¡¦ job involvement of elementary school teachers are good. 2. Based on the investigation of the attitude on education marketing , the principal¡¦s Leadership Styles and teachers¡¦ job involvement of elementary school teachers, the teachers of the bottom 10 schools were calculated higher score than that of the top 10 schools. 3. The teachers with senior age, personnel with master degrees or above, the teacher of seniority, department heads, or senior administrators showed better performance in the attitude of education marketing. 4. The teachers of seniority, department heads, senior administrators, and the bottom 10 schools showed better performance in the teachers¡¦ job involvement. 5. The teachers¡¦ job involvement could become higher if there were the lower education marketing, the better teachers¡¦ attitude on education marketing and the higher principal¡¦s transformational leadership. 6. The prediction of the principal¡¦s Leadership is the majority part of the prediction of the elementary school teachers¡¦ whole job involvement, Eventually, this study was concluded the valuable analyzed results and also provide the references for the elementary school principals, administrators in education, teachers of elementary school and the future investigation.

Abstract The purposes of this study are to investigate the relationship among teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors, teachers¡¦ organizational commitment, and teachers¡¦ job of involvement of elementary school teachers in Kaohsiung County. The major purposes are as follows¡G 1.To understand the situation of teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors, teachers¡¦ organizational commitment, and teachers¡¦ job involvement¡F 2.To understand their differences on different backgrounds of elementary school teachers¡F 3.To investigate the differences of teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors in teachers¡¦ organizational commitment and teachers¡¦ job involvement¡F 4.To understand the prediction effect of teachers¡¦ organizational commitment and teachers¡¦ job involvement from teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors. In order to achieve its purposes, this study has methodologically adopted document analysis, questionnaire survey. The subjects are public elementary school teachers in Kaohsiung County. The tool of this study, ¡§Elmentary School Principals¡¦ Tansformational Leadership Behaviors and Teachers¡¦ Organizational Commitment and Teachers¡¦ Job Involvement Survey Questionnaire¡¨ was designed and then 613 samples were surveyed. The data were analyzed and presented by t-test, one-way ANOVA, Pearson¡¦ s product-moment correlation, and stepwise multiple regressions. The conclusions of this study are as follows¡G 1.The teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors have high positive response in elementary schools. 2.The dimension of identification with school has high good response in teachers¡¦ organizational commitment. 3.The dimension of concentration on work has high good response in teachers¡¦ job involvement. 4.First, different personal variables have differences in teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors. Next,different personal variables have differences in teachers¡¦ organizational commitment. Finally, different personal variables have differences in teachers¡¦ job involvement. 5.First, teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors have great positive correlation with teachers¡¦ organizational commitment. Next, teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors have great positive correlation with teachers¡¦ job involvement.Last, teachers¡¦ organizational commitment have great positive correlation with teachers¡¦ job involvement. 6.Different teachers¡¦ organizational commitment and teachers¡¦ job involvement have differences in different teachers¡¦ perceptions ofprincipals¡¦ transformational leadership behaviors. And the high level ofteachers¡¦ perceptions of principals¡¦ transformational leadership behaviors is higher in teachers¡¦ organizational commitment and teachers¡¦ job involvement than the middle level and the low level. 7.Teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors are powerful in predicting teachers¡¦ organizational commitment in elementary schools. 8.Teachers¡¦ perceptions of principals¡¦ transformational leadership behaviors are powerful in predicting teachers¡¦ job involvement in elementary schools.

本研究旨在瞭解基隆市國民小學校長願景領導與教師工作投入之現況，並分析不同背景變項之教師在知覺校長願景領導與教師工作投入之差異情形，以及探討兩者之相關情形，最後藉由校長願景領導對教師工作投入進行預測。 本研究採問卷調查法，研究對象為基隆市34所公立國民小學，共計513位教師，有效問卷502份，可用率達97.86％，問卷回收後分別以描述性統計分析、t考驗、單因子變異數分析、Pearson積差相關、多元迴歸等統計方法進行統計分析。本研究獲致結論如下： 一、基隆市國民小學教師知覺校長願景領導為中高程度，以「願景的共識與轉化」知覺程度最高，其次由高至低依序為「願景的建構與發展」、「願景實踐與推廣」、「願景的回饋與修正」。 二、基隆市國民小學教師知覺教師工作投入為中高程度，以「工作樂趣」知覺程度最高，其次由高至低依序為「工作評價」、「工作專注」、「工作認同」、「工作參與」。 三、基隆市國民小學以男性、31-40歲、擔任主任職務與學校規模在12班（含）以下及13-23班之教師知覺「校長願景領導」的程度較高。 四、基隆市國民小學以服務年資11-20年、擔任主任職務與學校規模在12班（含）以下及24班（含）以上之教師知覺「教師工作投入」的程度較高。 五、校長願景領導與教師工作投入有顯著正相關，校長願景領導行為愈高，教師工作投入情形也愈高。 六、校長願景領導對教師工作投入具有預測力，以「願景的共識與轉化」對教師工作投入最有預測力。 最後，本研究根據研究結果提出具體建議，以供學校及未來研究之參考。 / This study aimed to investigate the status of principles’ visionary leadership and teachers’ job involvement in elementary schools in Keelung City, to analyze the differences of perceptions from different background teachers about principles’ visionary leadership and teachers’ job involvement, and to explore the relationship among these two variables. At last, predict teachers’ job involvement by principles’ visionary leadership. Questionnaire survey method was adopted in this study. The samples are teachers of public elementary schools in Keelung City, including 513 teachers from 34 elementary schools. There were 502 valid questionnaires finally used in the statistic analysis, and effective response rate is 97.86%. The data were analyzed by descriptive statistics, t-test, one-way ANOVA, Pearson correlation, and multiple regression. The conclusions are as follows: 1. Perceptions about principles’ visionary leadership from elementary school teachers in Keelung City is mid-high level.Among all, the sense to the “consensus and internalization of vision” is relatively the highest, and then the orders from high to low are “construction and development of vision”, “practice and promotion of vision” and “feedback and correction of vision”. 2. Perceptions about teachers’ job involvement from elementary school teachers in Keelung City is mid-high level. Among all, the sense to the “job enjoyment” is relatively the highest, and then the orders from high to low are “job self-evaluation”, “job concentration”, “job identification” and “job participation”. 3. Teachers of elementary schools in Keelung City are male, 41 to 50 years old, the chief of department, and from school which has 12 or 13-23 classes show higher perception about principles’ visionary leadership. 4. Teachers of elementary schools in Keelung City serve 11-20 years in school, work as the chief of department, and from school which has less than 12 or more than 24 classes school show higher perception about teachers’ job involvement. 5. There is significant positive correlation between principles’ visionary leadership and teachers’ job involvement in elementary schools in Keelung City. The higher the behaviors of principals’ visionary leadership are, the scores of teachers’ job involvement are also higher. 6. Principles’ visionary leadership has predictability on teachers’ job involvement, and “consensus and internalization of vision”has the highest predictive effect. Finally, based on the results of the research, suggestions for school administration, and future related research are provided.