幼兒家長選擇幼教機構之分析－以新北市為例

A Study in Child Care Parents Preschool Institutions-Take a New Taipei City as an Example

甄啓枝(Chao-Jen Chen) ； 王國華(Kuo-Hua Wang)

《致理學報》 34期 (2014/07) Pp. 343-376

摘要

臺灣地區家庭結構由於社會變遷而產生不同，家庭成員為了追求及滿足更好的生活品質，全心全力為家庭生計而努力，在這樣的環境下，致使社會和家庭的結構與功能及內涵與形貌都因此產生變化。由於養兒不易，導致全球各地人口逐漸減少。少子化現象普遍存在於東西方各個國家，家長們都希望小孩能夠受到最好的教育，因此從孩子幼兒時期，家長們對於幼教機構的教學品質更為重視，故選擇良好的幼教機構對他們來說是最重要的。本研究結果針對人口變數及品牌文化、品牌識別、品牌行銷對於家長滿意度之影響，探討人口變數、品牌文化、品牌識別、品牌行銷為自變項，依變項為家長滿意度。發放問卷城市為新北市涵蓋了中和區、永和區、板橋區、三重區及新店區共五個地區幼教業者取得聯繫，並獲得該幼教業者同意協助發放問卷於家長，並請家長完成填寫後再送回該幼教業。每二周期間回收一次樣本，採用配額方式每個地區選取6間幼教業，共計30間學校，每間學校發放50份，共計1,500份問卷數，扣除無效問卷後，有效樣本數為1011份，有效問卷回收率為67.4%。經過發放1,011份正式問卷後，再進行信度、相關分析，可驗證人口變數對於家長滿意度有正向影響、品牌文化對於家長滿意度有正向影響、品牌識別對於家長滿意度有正向影響及品牌行銷對於家長滿意度有正向影響。本研究結果對於家長在選擇幼教機構時，具有良好的參考價值。

關鍵字

幼教業 ； 品牌認知 ； 家長滿意度 ； 少子化 ； 新北市

並列摘要

Due to the social changes in family structures and produce different in Taiwan. Family members in order to pursue and satisfy better the quality of life, wholeheartedly work for families. In such circumstances, resulting in social and family structures and functions and the meaning and shape the resulting changes. Because raising children is not easy, led to worldwide population gradually decreased. Fewer children is widespread in Eastern and Western countries, parents who want their children to receive the best education, from children during early childhood, parents for teaching quality of preschool institutions pay more attention to chose a good preschool institutions are most important to them. The results for demographic variables and brand culture, brand identity, brand marketing for the effects of parental satisfaction, and discussion on demographic variables, brand culture, brand identity, brand marketing for the independent variable, dependent variable satisfaction for parents. Questionnaires in new Taipei City, including district, Yonghe zone and Banqiao District, and in sanchong and sindian district, a total of five area preschool operators contacted and this preschool operators agreed to assist the questionnaires to parents, and parents please complete and then back to the kindergarten sector. Once every two weeks during the recovery sample used quotas in each region to select 6 preschool industry, a total of 30 schools, each school issue 50, a total of 1,500 questionnaires, after deducting invalid questionnaires, sample number 1011, effective response rate was 67.4%. After issued 1,011 formal questionnaires, then reliability and correlation analysis to verify the population variable has a positive impact on parent satisfaction, brand culture has a positive impact on parent satisfaction and brand recognition has a positive impact on parent satisfaction and brand marketing for has a positive impact on parent satisfaction.

並列關鍵字

early childhood education ； brand recognition ； parent satisfaction ； fewer children ； New Taipei City