招生是大學永續經營的根本基礎，穩定的學生數量是學校持續發展與維持競爭力的重要條件。在少子化與高等教育競爭加劇下，臺灣大專院校亟需發展差異化招生策略。永續發展已成為全球高等教育重要趨勢，但永續評比能否轉化為招生優勢尚缺乏實證檢驗。本研究以2019-2024年參與THE永續排名之臺灣大學為樣本，整合教育部校務資訊及THE官方資料，採用多元迴歸模型分析永續表現對新生註冊率的影響。。實證結果顯示，無論以永續排名或永續分數衡量，均與全樣本大學的註冊率呈顯著正向關聯，顯示良好永續績效有助於提升學生報到意願。進一步分組分析發現，私立大學的永續表現對註冊率的正向影響更為明顯，顯示私校已能將永續策略轉化為招生優勢，此結果挑戰了成本理論預測，支持聲譽理論觀點；公立大學雖呈相同方向，但影響程度與統計顯著性相對較低，反映其在招生吸引力上可能受制於其他聲譽與制度性因素。本研究指出，大專院校的永續表現與學生註冊率呈現穩定的正向關聯，特別在私立大學更為顯著，顯示永續表現有潛力在未來的招生競爭中發揮關鍵的差異化優勢。

Amid declining birth rates and intensifying competition in higher education, Taiwanese universities urgently need to develop differentiated enrollment strategies. Sustainable development has become a global trend in higher education; however, there is limited empirical evidence on whether sustainability rankings can translate into enrollment advantages. This study examines Taiwanese universities participating in the Times Higher Education (THE) Impact Rankings from 2019 to 2024, integrating data from the Ministry of Education’s Higher Education Information Platform and THE’s official reports. Multiple regression models are employed to analyze the effect of sustainability performance on freshman enrollment rates.

The results reveal a significant positive correlation between sustainability performance and enrollment rates in the full sample, indicating that strong sustainability performance enhances students’ willingness to enroll. Subgroup analysis shows that the positive effect is more pronounced in private universities, suggesting that they have successfully transformed sustainability strategies into enrollment advantages—contrary to cost theory predictions but consistent with reputation theory. For public universities, although the effect is in the same direction, statistical significance is weaker, reflecting their reliance on existing institutional advantages. The findings indicate that sustainability performance is consistently and positively associated with enrollment rates, especially in private universities, underscoring its potential as a key differentiator in future enrollment competition.

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