文化依恋视角下的跨地域生源师范生对高校感知形象的构成研究——以贺州学院为例

Construction of Perceived Image of Higher Education Institutions by Non-Local Normal University Students from Cultural Attachment Perspective—A Case Study from Hezhou University

摘要: 跨地域生源师范生是地方高校形象跨区域传播与声誉构建的重要群体。地方高校发展战略之一是通过吸引并培养跨地域生源，使其在学习与生活中适应并认同当地与校园文化，形成类似文化依恋性质的文化融入性认同，进而成为高校形象的积极感知者与口碑传播者。本研究旨在构建一个新的分析框架，探讨影响跨地域生源师范生对高校感知形象形成的相关因素。该框架基于感知形象的认知–情感–意动模型，从文化依恋视角融合了信息熟悉度、经验熟悉度、求学动机和文化依恋等变量作为外部影响因素。研究对象为贺州学院的512名跨地域生源师范生。研究结果成功验证了变量间的相互关系，大部分假设通过结构方程模型分析得到了支持。本文的理论意义在于将教育管理与心理学相结合，为理解高校感知形象的形成机制提供了一个新的研究框架。此外，研究结论对贺州学院及其他同类院校制定更具针对性的招生、培养与学生服务策略具有实践意义，能够借助跨地域生源师范生的积极感知与认同，提升学校吸引力和影响力。

Abstract: Non-local normal university students are an important group for the cross-regional dissemination of local university image and reputation building. One of the development strategies for local universities is to attract and cultivate these students, enabling them to adapt to and identify with the local and campus culture during their studies and daily life, thereby forming cultural attachment, and subsequently becoming active perceivers and word-of-mouth communicators of the university’s image. This study aims to construct a new analytical framework to explore the factors influencing the formation of non-local normal university students’ perceived image of their university. Based on the Cognitive-Affective-Conative model of perceived image, the framework integrates variables such as informational familiarity, experiential familiarity, study motivation, and cultural attachment as external influencing factors from the perspective of cultural attachment. The research subjects were 512 non-local normal university students from Hezhou University. The results successfully verified the interrelationships among the variables, with most hypotheses supported by structural equation modeling analysis. The theoretical significance of this paper lies in combining educational management with psychology to provide a new research framework for understanding the formation mechanism of university perceived image. Furthermore, the findings have practical implications for Hezhou University and similar institutions in formulating more targeted strategies for student recruitment, cultivation, and services, leveraging the positive perception and identification of non-local normal university students to enhance the university’s attractiveness and influence.