口碑、服務品質對家長選擇補習班之影響
-以企業形象為中介

補習班是臺灣地區多數國中生放學後最常去的課後加油站。回顧探討補習班之相關文獻，以直接探討口碑傳播、服務品質、企業形象對補習班購買意願之影響居多，很少探討企業形象的中介效果，因此本研究以桃園蘆竹地區目前參與補習的國中生之家長進行研究分析。問卷共計回收307份，其中有212份是有效問卷。經SEM分析後發現：（1）最有影響力的口碑傳遞者是鄰居或朋友，占43.9%，其次是孩童同學，占31.6%。（2）口碑傳播與服務品質對於補習班企業形象均具有正向顯著影響；（3）口碑傳播、服務品質與企業形象對於補習班購買意願均具有正向顯著影響；（4）企業形象在口碑傳播對購買意願中，具有部分中介效果。（5）企業形象在服務品質對購買意願中，具有完全中介效果。依據本研究實證發現，補習班之企業形象在家長選擇補習班時不僅具有中介效果，並且是脫穎而出的關鍵。

關鍵字

口碑傳播；服務品質；企業形象；購買意願

並列摘要

Most of the junior high school students go to cram after school in Taiwan. According to literature reviews about cram schools, most of the researches are the directly effects of word-of-mouth、service quality、corporate image on purchase intention. The impact of corporate image as a mediator has rarely been explored. Therefore this research has aimed the parents who have children studying in junior high school with tutoring experience and live in Luzhu, Taoyuan. Total 307 questionnaires were collected and among them, 212 are valid. After used structural equation model (SEM) analysis, the result has demonstrated that: (1)The most influential communicators are neighbors and friends, accounting for 43.9%. Next are the child’s classmates, accounting for 31.6%. (2)Word-of-mouth and Service quality both have positive and significant influence on corporate image. (3)Word-of-mouth、Service quality and Corporate image all have positive and significant influence on purchase intention. (4)Corporate image between Word-of-mouth and purchase intention has a partial mediating effect. (5)Corporate image between Service quality and purchase intention has a completely mediating effect. Based on this research, corporate image not only has mediating effect on choosing cram schools, but also is the key to stand out.