補教業家長購買意願探討

NCU Institutional Repository > 管理學院 > 企業管理學系碩士在職專班 > 博碩士論文 > Item 987654321/85864

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题名:	補教業家長購買意願探討
作者:	王維新;Wang, Wei-Hsin
贡献者:	企業管理學系在職專班
关键词:	補救教學;再購意願;家長滿意度;理性行為理論;Remedial teaching;repurchase intention;parent satisfaction;Theory of Reasoned Action
日期:	2021-07-01
上传时间:	2021-12-07 11:35:24 (UTC+8)
出版者:	國立中央大學
摘要:	對於台灣目前整個的教育環境來說，課後的補救教學衍然已成為現今教育制度中不可或缺的ㄧ環，而多元化的發展成為了目前的趨勢。本研究以國內補救教學業者為視角，進行問卷調查，了解家長對於孩子參加補救教學的效果以及影響再購意願的因素，以提供業者提升經營補救教學的參考依據。本次研究主要是探討有參加補習中小學家長滿意度及再購意願，並以理性行為理論為基礎，包含「家長態度」、「主觀規範」、「再購意願」結合「學習成效」等因素，透過「家長滿意度」作為中介變數，建立研究架構。本研究採用問卷調查方式，以網路電子問卷等形式進行調查，在全國北、中、南、東等地進行收集研究資料，共計回收672份問卷，並以描述性統計、信效度檢驗、模型配適度、假設檢定、中介效果分析、t檢定分析以及變異數分析進行數據分析。研究結果發現，「知覺價值」、「家長態度」、「主觀規範」及「學習成效」等因素，對於家長滿意度有顯著正向的影響。在中介效果研究假設方面，「知覺價值」、「家長態度」、及「學習成效」會透過家長滿意度影響家長再購意願，但是主觀規範卻沒有能透過滿意度影響再購意願，中介效果不存在，表示其實家長受到身邊朋友、同事或家人影響並不會提升其再購意願。;For the current education environment in Taiwan, after-school remedial education has become an indispensable part of the education system. This research takes the domestic remedial education industry as the research perspective and conducts a questionnaire survey to understand the effects of parents on their children’s participation in remedial education and the factors that affect their repurchase intention. The research results can provide a reference for the industry to improve operating remedial education. Based on Theory of Reasoned Action (TRA), including factors such as "parental attitude", "subjective norms", "repurchase intention" combined with "perceived value" and "learning effectiveness", this study established a research framework with “parental satisfaction" as a mediated variable. Then, this study collected research data by an online survey website. Samples come from the north, middle, south, and east of the country. A total of 672 questionnaires were collected. The descriptive statistics, reliability and validity analysis, hypothesis test, mediation effect analysis, t-test and variance analysis were implemented. The results of the study found that factors such as "perceived value", "parental attitude", "subjective norms" and "learning effectiveness" have a significant positive impact on parent satisfaction. In terms of the hypothesis of mediation effect, "perceived value", "parental attitude", and "learning effectiveness" affect parents′ repurchase intention through parent satisfaction. However, subjective norms failed to influence repurchase intention through satisfaction, and the mediation effect does not exist. This indicates that parents’ influence by their friends, colleagues, or family members would not increase their repurchase intention. Keyword: Remedial teaching, repurchase intention, parent satisfaction, Theory of Reasoned Action (TRA)
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