學齡兒童課後托育之產品開發決策：運用聯合分析法之實證研究

An Empirical Investigation on Product Development Decision-Making of After-School Child Care Service

張秀樺(Hsiu-Hwa Chang) ； 盧龍泉(Long-Chuan Lu)

《服務業管理評論》 8期 (2010/12) Pp. 71-99

https://doi.org/10.29858/SIMR.201012.0004

摘要

多數學齡兒童家長在為其子女選擇課後托育時，乃因動機、購買決策因素及個人獨特背景的差異，而產生不一致的偏好結構及決策行為。且當學童家長在面臨選擇時，通常不會只對課後托育機構的單一變數進行衡量，而是同時考慮該機構的多項屬性，故其決策行為應為一種多重屬性的購買決策，因此，托育業者在進行托育商品決策時，則應以學童家長多重屬性選擇的考量為依據。而本研究為探討托育業者在進行創業或產品開發時，應考量的學童家長之決策行為與其消費決策制定，第一，乃運用聯合分析法以求得學童家長對教師學歷、托育費用、師生比率、托育時間及教學內容等五項產品多重屬性的偏好結構及相對重視情況；第二，則透過集群分析法將學童家長依偏好結構進行分群，以瞭解不同集群間在決策制定上的差異程度，並發展出各集群之最佳產品組合；第三，再以區別分析法來建構出具有信、效度之偏好結構預測模型。最後，提出適當的管理及行銷意涵上之建言及研究限制，以期作為托育業在創業或產品開發決策擬定時之重要參考依據。

關鍵字

學齡兒童課後托育 ； 偏好結構 ； 聯合分析法

並列摘要

This study explored deeply to understand how parents choosing after-school child care institutions. Generally, parents would consider a set of variables rather than single one. In order to achieve the purpose, this study followed three steps. First, this study utilized conjoint analysis to find a serial of preference of parents, such as teacher education, childcare costs, student-teacher ratio, time and teaching content. Second, this study obtained five clusters and separate preferences from utility value of compositions by applying cluster analysis. Finally, discriminant analysis was implemented to construct a prediction model of parental preferences. These contributions were a critical frame for child care institutions that making product development decision.

並列關鍵字

After-School Child Care Service ； Preference ； Conjoint Analysis