幼兒園招生DM之研究-以台中地區幼兒園為例

Study on Preschool Enrollment DM Advertisements-A Case Study of Preschools in Taichung

江亭燕(Ting-Yen Chiang)

指導教授 ： 曹俊德

朝陽科技大學/人文暨社會學院/幼兒保育系/碩士(2015年)

摘要

本研究在探討幼兒園招生DM特性與廣告效果之研究。首先瞭解幼兒園招生DM之現況；其次分析家長對幼兒園招生DM特性與廣告效果之看法；以及探討幼兒園招生DM特性、廣告效果與就讀意願之影響。
本研究方法除了以文獻探討分析幼兒園招生DM相關研究與不同行業之DM外，並採問卷調查法。問卷調查對象為台中區幼兒園，其幼兒園為已立案之私立幼兒園家長為母群體，採分層抽樣方法，共得有效問卷601份。使用之工具為自編之「幼兒園招生DM之研究問卷」，並以描述性統計分析、獨立樣本t考驗、單因子變異數分析、薛費法多重比較、迴歸分析等統計方法進行資料分析。
本研究發現，首先，DM特性量表、廣告效果量表在不同背景變項的家長年齡、職業、教育程度、每戶每月所得，均有顯著差異。其次，DM特性對家長的廣告效果有正向的關係；廣告效果對幼兒園就讀意願有正向的關係；DM特性對幼兒園就讀意願有正向的關係；DM特性與廣告效果同時對幼兒園就讀意願有正向的關係。

關鍵字

DM特性 ； 直接郵件廣告DM ； 幼兒園 ； 廣告效果

並列摘要

The study aims to probe into the features of preschool enrollment DM and its advertising effects. The study first comprehended the current situations of preschool enrollment DM and then analyzed parents’ opinions about the features of the DM and its advertising effects. In addition, it investigated the relationship among kindergarten DM features, advertising effectiveness, and intention to enroll.
In addition to analyzing the related researches of preschool enrollment DM and the DM of other industries with literature review, the study also adopted questionnaire survey. The subjects of the survey were the parents of a private registered preschool in Taichung. Stratified sampling was employed, and a total of 601 valid responses were collected. The tool employed by the study was a self-compiled “research questionnaire of preschool Enrollment DM Advertisements.” After the questionnaires were retrieved, statistical methods including descriptive statistics, independent sample t test, one-way ANOVA (analysis of variance), Scheffe’s multiple comparison, Regression Analysis were adopted to analyze data.
The findings of this study were as follows: First, parents’ perceptions of DM features and advertising effectiveness varied significantly by several background variables, including age, occupation, education degree, and monthly household income. Second, DM features were positively related to advertising effectiveness for parents; advertising effectiveness was positively related to intention to enroll; DM features were positively related to intention to enroll; the interaction effect of DM features and advertising effectiveness was positively related to intention to enroll.

並列關鍵字

DM features ； Direct mail advertising ； Preschool ； Advertising effects

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