| dc.description.abstract | 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) | en_US |