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  • 學位論文

消費者知覺價值、購買意願與教育機構定價之研究

The Study of Consumers’ Perceived Value and Purchase Intention, and Educational Institutions’ Tuition Pricing

指導教授 : 郭佳瑋

摘要


本研究旨在瞭解家長對於選擇孩子就讀教育機構所考慮的因素為何,主要探討影響消費者選擇教育機構在知覺價值、購買意願和學費價格的關鍵因素,且在不同背景下的消費者對於選擇教育機構在知覺價值、購買意願和學費價格的差異情況、消費者對學費接受度的判斷因素差異,最後初步了解台灣和大陸地區在知覺價值、消費意願對於學費定價看法的差異。已文獻分析和辦理說明會了解家長關注的焦點問題後,架構出研究問卷編製63題的問卷項目,以高端收入家長消費者為主要對象,發放台灣、大陸共304份問卷。根據受試者之填答結果再分別以平均數、標準差、單因子變異數分析、因素分析與迴歸分析等統計方法進行資料處理。 本研究獲致之結論分別呈現如下: 一、 教育機構的最佳招生方式就是家長間的口碑分享和推薦。 二、 消費行為與可接受高價格學費因素方面。 三、 家長對於教育機構的學費定價與知覺價值關聯性。 四、 家長對於教育機構的學費定價與購買意願關聯。 五、 就消費者背景項目而言,以性別、年齡、職業類別和區域有顯著差異。 六、 國小願意支付價格和幼兒園有非常明顯的關聯,亦即品牌消費的連結性為重要。 七、 以可接受高價格因素來看,理念相符與幼兒園願意支付價格為正向關係,課程內容與願意支付價格為負向關係,越重視課程內容的家長,考量其他因素也多。 八、 辦學以提升價值為主要考量,則需一併注重品牌、社會、情感、價值效益。 九、 大陸地區幼兒園只標榜其具有完善的硬體設備,而沒有在其他特色做出區 隔,只能吸引重視硬體設備的家長,相對的這些家長在議價彈性上就較低 十、 私立小學與幼兒園具有高度學費接受度相關性。 十一、私立小學倘要提高家長購買意願作為行銷目的時,則需要減少家長 在學費上的付出,倘要以高學費作為主要客群,則需要提升家長的知覺價值作為策略。 最後,根據研究結果分別提出以下建議: 一、對於私立教育機構而言,影響願意支付價格的主要因素在於家長的月收入 二、私立教育機構幼兒園與小學階段,幼兒園的價格具有舉足輕重的影響,是決定小學價格的主要因素 三、分析的結果顯示當家長考慮的愈多,即代表其願意支付價格可能會因此降低,或者需要藉由議價才能提高 四、大陸地區與台灣地區確實存在不同的差異性,台灣地區在價格的決定上相較於大陸地區的考量因素較多 五、從行銷的角度來看,行銷策略的使用在台灣地區的可行性與效益較高,原因在於台灣地區的家長在願意價格的考量上,確實較大陸地區的家長縝密

關鍵字

教育機構 知覺價值 購買意願 定價 行銷

並列摘要


This study aimed to understand the factors parents consider when selecting educational institutions for their children. The key factors affecting consumers’ selection of educational institutions included perceived value, purchase intention, and tuition pricing. This study also explored the difference among consumers with different demographics backgrounds through the perceived value, purchase intention, and tuition pricing factors, as well as the determining factors affecting consumers’ acceptance of tuition. Then, difference in the effect of consumers’ perceived value and purchase intention on their views of tuition pricing between consumers in Taiwan and China. We analyzed the literature and held information sessions to understand focus problems that concerned parents before devising a questionnaire with 63 items. Consumers who were parents with high incomes were selected as respondents. A total of 305 questionnaire copies were distributed to parents in Taiwan and mainland China. The respondents’ responses were processed using statistical methods including mean, standard deviation, one-way analysis of variance, factor analysis, and regression analysis. Conclusions of this study are presented as follows: 1. The best methods for an educational institution to recruit students are word-of-mouth and recommendation among parents. 2. Factors affecting consumption behavior and acceptance of high tuition fees were determined. 3. Relationship between tuition pricing and perceived value was determined. 4. Relationship between parents’ purchase intention and educational institutions’ tuition pricing was determined. 5. Significant differences were observed in sex, age, occupation, and area of living of consumer demographic variables. 6. The price parents are willing to pay in elementary schools was significantly correlated with the price parents are willing to pay in preschools. In other words, the brand consumption is the crucial point about purchase intention. 7. Regarding factors that affected parents’ acceptance of high prices, consistent philosophy and price parents are willing to pay in preschools were positively correlated. Course content was negatively correlated with the price parents are willing to pay. The greater attention the parents paid to course contents, the more factors they considered. 8. Promotion of value is the main consideration of school operation. Educational institutions should focus on brand, social, affective and value effectiveness. 9. Preschools in mainland China only boasted their complete facilities without providing distinctive features. These preschools could only attract parents who valued facilities and these parents had lower flexibility in price negotiation. 10. The tuition acceptance of private elementary schools was highly correlated with that of preschools. 11. If private elementary schools intend to raise parents’ purchase intention as their marketing purpose, they need to reduce the tuition fee. If high tuition is set as the main strategy, the schools must increase parents’ perceived value. Finally, following recommendations were provided according to the research results. 1. For private educational institutions, the main factor affecting the price parents are willing to pay is the parents’ monthly income. 2. In preschool and elementary school stages of private educational institutions, the tuition price of preschool was the main factor affecting the tuition price of elementary school. 3. The analysis results revealed that the more factors the parents considered, the lower prices they were willing to pay. The price could be raised only through negotiation. 4. Difference existed in mainland China and Taiwan. The factors affecting pricing in Taiwan were greater than those in mainland China. 5. From a perspective of marketing, the use of marketing strategies had greater feasibility and effectiveness in Taiwan because the parents in Taiwan considered more factors for the price they were willing to pay, compared with their counterparts in mainland China.

參考文獻


中文文獻
1. 于慶華(2012) La new企業之促銷活動、消費者涉入程度與品牌態度對購買意願之研究(未出版之碩士論文)。國立臺南大學,台南市。
2. 中華民國統計資訊網(2020)主計總處統計專區-107年調查報告-家庭消費支出結構按消費型態分, 取自https://win.dgbas.gov.tw/fies/a11.asp?year=107
3. 全國法規資料庫(2020)課後照顧法規,取自https://law.moj.gov.tw/ LawClass/LawAll.aspx?pcode=H0070041
4. 江依庭(2016)產品類型與促銷形式對消費者知覺品質、知覺價值與購買意願之影響 : 以彩妝品與保養品為例(未出版之碩士論文)。國立臺北大學,台北市。

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