Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Study on the University PR in the New Educational Environment: The Effects of Professor's teaching and communication competence on University-Student Relationship(USR) and university attitude

새로운 교육환경에서의 대학PR 연구: 교수의 수업 및 커뮤니케이션 역량이 대학-학생 관계성과 대학태도에 미치는 영향

  • Choi, Myung-Il (Department of Advertising & Public Relations, Namseoul University)
  • 최명일 (남서울대학교 광고홍보학과)
  • Received : 2020.07.22
  • Accepted : 2020.09.20
  • Published : 2020.09.28
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Abstract

This study analyzed the role of University-Student Relationship(USR) was analyzed in the university PR perspectives. The teaching and communication competence of professors were selected as antecedent variables of University-Student Relationship(USR), and attitudes toward university was selected as the outcome variables. In the results, the teaching and communication competence of professors were found to have significantly positive(+) effects on the USR. In addition, the USR had significantly positive(+) effects on attitudes toward university. The theoretical and practical implications of these findings suggest that the USR should be considered in university PR perspectives. It also shows that the role of professors is not limited to educational activity and research, but important in the long-term university PR.

이 연구에서는 대학 PR의 관점에서 대학-학생 관계성을 분석하였다. 대학-학생 관계성의 선행변인으로 교수의 수업 역량과 커뮤니케이션 역량을 선정하였고, 결과변인으로는 대학태도를 선정하였다. 교수의 수업 역량과 커뮤니케이션 역량은 대학-학생 관계성에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 또한, 대학-학생 관계성은 대학태도에 정(+)의 영향을 미치는 것으로 나타났다. 이러한 연구결과를 바탕으로 얻을 수 있는 이론적, 실무적 시사점은 대학PR의 관점에서 대학-학생 관계성을 중요하게 고려해야 한다는 점을 시사한다. 또한, 교수의 역할이 교육과 연구에 국한되는 것이 아니라, 장기적인 대학 PR의 차원에서 매우 중요하다는 사실을 보여주고 있다.

Keywords

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