摘 要
近年來，教育部對高等教育的政策，不再以放縱經營的方式來管控；相反的為了提升高等教育品質，教育部運用了兩面手法。首先祭出了「大學評鑑制度」，並規範所謂的「大學退場機制」，另外又端出了巨額的教育補助款，對評鑑較佳的大學院校給予補助，評鑑不佳的則拿不到補助款，故大部份補助款給辦學優良的大學囊括，造成強者恆強，弱者恆弱的情勢。因此，各大學院校若無法達到維持營運之最低招生人數，最終恐被迫退出教育市場，且將伴隨著學生轉介、教師資遣等社會問題。
本研究運用立意抽樣(Purposive Sampling)搭配滾雪球抽樣(Snowball sampling)方式，針對國內14所私立大學教師發放問卷，共計回收224份有效問卷，並將所收集的資料以SPSS 18.0進行統計分析與檢定。經由研究結果發現：1.教師的高度內部行銷知覺會提升其對任教學校的組織承諾。2.教師的高度環境不確定性認知會降低其對任教學校的組織承諾及對其教學品質產生影響。3.教師對其任教大學的高度組織承諾及內部行銷知覺會提升其教學品質。4.教師的組織承諾能夠在內部行銷知覺與教學品質間產生正向的中介效果。5.考量內部行銷知覺情境下，教師之環境不確定性認知對組織承諾及教學品質並不會產生任何影響。

Abstract
In recent years, the Ministry of Education's policy on higher education is no longer the way to indulge control operation, the opposite order to improve the quality of higher education. The Ministry of Education used the double-dealing, first of all, the university evaluation system begin and regulate the so-called "university exit mechanism." In addition the education and implementation of large grants of accreditation providing subsidies to the better universities, and thus evaluation of poor schools can’t get grants, so the formation of most of the subsidies to the school an excellent university, and therefore caused the situation to strong become more stronger, the weak become more weaker. Therefore, if colleges and universities can’t achieve the minimum number of students remain in operation, and it will eventually be forced out of the education market, and then it will be accompanied by referred students, teachers, severance and other social issues.

This study used the purposive sampling with snowball sampling, and questionnaires the domestic 14 private university teachers, a total of 224 valid questionnaires recovered, and then to use the SPSS 18.0 in statistical analysis and examination the collected date. The results showed: 1. Teachers with high degree of Internal Marketing consciousness will increase their organizational commitment in the university. 2. Teachers with high degree of environmental uncertainty Perceptions will reduce their organizational commitment in the university and it will affect the teaching quality. 3. Teachers with high degree of organizational commitment and the internal marketing consciousness will increase the teaching quality. 4. Teachers with organization commitment have positive mediation effect between the internal marketing consciousness and teaching quality 5. In the situation of internal marketing consciousness, the environmental uncertainty perception does not have any effect the organizational commitment and the teaching quality.

目 錄
謝 誌 II
摘 要 III
Abstract IV
目 錄 V
表目錄 VII
圖目錄 IX
第一章 緒 論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的與範圍 3
第四節 研究流程 5
第五節 論文結構 7
第二章 文獻探討 8
第一節 社會認知理論 8
第二節 內部行銷知覺 13
第三節 環境不確定性 21
第四節 組織承諾 24
第五節 教學品質 31
第六節 研究假設與架構推導 36
第三章 研究方法 40
第一節 研究架構與假設 40
第二節 研究構面操作型定義與衡量 43
第三節 研究設計 51
第四節 資料分析方法 53
第五節 效度與信度分析 55
第四章 實證分析與探討 67
第一節 樣本基本資料分析 67
第二節 研究構面之敘述性統計分析 71
第三節 多元迴歸分析 73
第四節 路徑分析 86
第五章 結論與建議 88
第一節 研究結論 88
第二節 研究意涵 96
第三節 研究限制 99
第四節 研究建議 100
參考文獻 103
附錄 本研究問卷 119

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