LIN, CHIEH PIN
Department of Information Management, Management College, National Defense University, Assistant Professor
Email：cplin.ndu@gmail.com
LIN, CHIA YI
Department of Information Management, Management College, National Defense University, Master Student
Email：linchayi1122@gmail.com
Abstract
This study aims to understand the relationship between the image attitudes and the image identification of the armed forces short films of the senior high school students and their sharing behaviors and career intentions. The questionnaire survey method was used in this study, the total effective sample was 382 senior high school students, and the structural equation model was used to verify the model fit. The results of the study show that advertising attitudes and subjective norms positively affected the attitudes of senior high school students’ military’s image; senior high school students’ military’s image directly influenced the intention of short films sharing and joining the military. Finally, according to the research, we put forward the educational implications and how to improve the senior high school students’ attitude towards the military’s image.
Keywords :sharing intentions, subjective norms, military’s images attitude