體驗行銷對補習班課程購買意願之影響

The Effect of Experiential Marketing on Purchase Intention of Tutorial Course

李蕙羽(Hui-Yu Lee)

指導教授 ： 李正文

中原大學/商學院/國際經營與貿易研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700169

摘要

萬般皆下物唯有讀書高的升學觀念深植於台灣人民心中，加上政府反復無常的教育改革，使得學生入學的過程更加複雜，所面臨的同儕競爭壓力更大。在種種因素之下，大部分台灣學生選擇了參與補習班的方式，以取得更高的成績，進入更好的學校。為了因應這龐大的市場需求，截至2016年止，全國登記立案補習班數量已達18493家，數量遠超過台灣街頭無處不在的三大超商總數（9500家）。然而，現在台灣社會面臨少子化危機，直接衝擊補習班的招生率，因此在同業龐大的競爭壓力下，如何取得優勢，對補習班而言是個重要的課題。
過去補習班多半採用發放傳單、小講義或是製造排隊報名的名師熱潮等招生方式，然而近期有越來越多的補習班重視體驗行銷，持續地開放免費的試聽課程，想要藉此增加消費者的課程購買意願。本研究主要探討消費者在購買補習班課程時，體驗行銷是否會影響體驗價值、學習滿意度及教學口碑，進而影響其購買意願。
本研究透過網路問卷方式總共回收382份有效問卷，並以結構方程是為主要研究方法。研究結果顯示體驗行銷對體驗價值、學習滿意度及教學口碑有正向影響；體驗價值、學習滿意度及教學口碑對課程購買意願有正向影響。

關鍵字

補習班 ； 體驗行銷 ； 體驗價值 ； 學習滿意度 ； 教學口碑 ； 購買意願

並列摘要

The concept of “enter good school” is deeply rooted in Taiwanese mind coupled with the government's vagaries of education reform, which make the process of student enrollment is more complicated and the greater pressure on peer competition. These reasons have most of the Taiwanese students decide to participate in the tutorial school. In order to cope with this huge market demand, as of 2016, the number of registered tutorial school has reached 18,493. It is far more than the number of the convenience store (9500) in Taiwan. However, Taiwanese society now faces to low birth rate crisis. It will direct impact on the enrollment rate of the tutorial school. Therefore, under a great pressure in the tutorial industry, how to obtain a competitive advantage is an important issue for each tutorial school.
Before most of the tutorial school use flyers and handouts to attract students; however, now there are more and more tutorial school value on experiential marketing. This study investigates whether experiential marketing will affect customer purchase intention of tutorial course through experiential value, learning satisfaction and teaching word-of-mouth.
This study collected 382 valid questionnaires by online open questionnaire, and the structural equation modeling (SEM) analysis was the main research method. The results show that experiential marketing has a positive effect on experiential value, learning satisfaction and teaching word-of-mouth. Experience value, learning satisfaction and teaching word-of-mouth have a positive effect on the purchase intention of course.

並列關鍵字

Tutorial school ； Experiential marketing ； Experiential value ； Learning satisfaction ； Teaching word-of-mouth ； Purchase intention

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