桃園市中壢區國小學童家長選擇孩子英語補習班之消費決策探討

Research of Consumer Decision-Making for Parents of Elementary School Students from Zhongli District Taoyuan City to Select English Cram School

黃秋員(Chiu-Yuan Huang)

指導教授 ： 黃俊穎

健行科技大學/管理學院/企業管理系碩士班/碩士(2015年)

摘要

本研究之目的在瞭解中壢區國小學童家長，為孩子選擇課後英語補習之現況及探討為孩子選擇課後英語補習之動機與評估條件，並進一步探討不同背景的國小學童家長，為孩子選擇課後英語補習的動機、評估補習班之差異情形。透過描述統計和相依樣本、獨立樣本單因子變異數分析法等推論統計方法進行分析，冀望能提供英語補教業瞭解消費市場的特性，並提供作為政府相關單位之參考。本研究以問卷方式為主要研究工具，以桃園市中壢區國小學童家長為研究對象，總共發放400份問卷，總回收有效問卷為370 份(回收率約為92.5%)。本研究歸納各項結論如下。
一、桃園市中壢區國小學童家長為孩子選擇英語補習班的家長動機分析：
1.家長動機層面以家長的期望、培養能力與興趣等因素最受國小學童家長重視。
2.教育程度較低的家長，較重視課業因素、家庭因素與家長的期望等因素。
3.低收入的家長，較重視家庭因素。
二、桃園市中壢區國小學童家長為孩子選擇英語補習班的評估條件分析：
1.評估條件層面以合法與安全、環境與設備等因素層面最受家長重視。
2.家庭子女數較多的家長，較重視價格與促銷因素。
3.教育程度越高的家長，較重視師資與教學因素。
4.每月家庭收入高的家長，較重視師資與教學因素。
5.每月家庭收入低的家長，較重視價格與促銷因素。
三、調查發現桃園市中壢區國小學童家長為孩子選擇英語補習班類型以「安親班結合英語的補習班」最多，學童課後英語補習班平均每月費用以不超過6,000元為多數家長願意消費的費用。

關鍵字

國小學童 ； 英語補習 ； 消費決策

並列摘要

The purpose of this study is to understand the parents of elementary school students from Zhongli Districts to choose English cram school. and explore the motivation for children to choose and evaluate the after-school English institute conditions. Investigating the motivation of parents from different Socioeconomic Status to choose the after-school English institute for their children and evaluate the ensuing differences. Through descriptive statistics and dependent samples, independent samples of one way analysis of variance and other statistical inference methods of analysis, hoping to be able to provide up to teach English cram school to understand the characteristics of the consumer market, and As a reference to the government. The method of this study is to adapt the questionnaire survey for parents of elementary school students from Zhongli Districts as samples. There are total 400 questionnaires be sent and 370 are valid in retrieved data. (with a 92.5% valid percentage). The results of this study are as following:
一、Analyzing the most important motivation of parental decision from Zhongli District Taoyuan City :
1.Most parents' motivation level of primary school students are parents' expectations, children's capacity for learning and children's interest .
2.Low educational level of parents emphasize on on academic factors, family factors and parental expectations.
3.Low-income parents more emphasize on family factors.
二、Analyzing the most important factors of parental choice about after-school English cram school to evaluate the condition from Zhongli District Taoyuan City :
1.legal and safety, the environment and other equipment are most important.
2.Parents of families with more members emphasize on price and promotions.
3.The high education level of parents emphasize on the quality of teachers and their teaching ability.
4.High monthly income parents, teachers and more emphasis on the quality of teachers and their teaching ability.
5.Low monthly income parents emphasize on price and promotions.
三、The survey that the type parents choose the most is the cram school which combines after-school care with English teaching program And the most of parents will willing to pay the tuition which the after-school English cram school need for month was less than＄6000.

並列關鍵字

Elementary school students ； English cram school ； consumer decision-making

參考文獻

1.內政部兒童局(2010)。九十九年臺閩地區兒童及少年生活狀況調查報告(兒童報告)。2014 年7 月26日 取自http://www.mohw.gov.tw/cht/DOS/DisplayStatisticFile.aspx?d=28198&s=1。

2.內政部統計處內政統計年報(2013)。育齡婦女生育率。2014.7.23.取自http://sowf.moi.gov.tw/stat/year/list.htm。

3.方世榮（1998）。行銷管理學－分析、計劃、執行與控制。台北市：東華書 局。

4.王筱霞(2004)，國小學生家長為子女選擇美語補習班之關鍵因素及決策行為，私立南華大學管理科學研究所碩士論文。

5.王麗容（1998）。家庭結構變遷與兒童照顧政策。二十一世紀基金會，69-108。