The Consumer Behavioral Study of Selecting After-School TutorialInstitutes by Parents of Elementary Students in Taipei City
| Autor: | Lee,yi-hsin, 李亦欣 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 The purpose of this study is to understand parent consumer behaviors of Taipei elementary school first and second grade students in choosing After-School Child Care Institutions. This study used a questionnaire to do the quantity research, targeting the After-School Child Care Institutions of private kindergartens, private nursery schools and cram schools in the twelve administrative regions in Taipei. In total, 874 questionnaires were returned, giving a valid return rate of more than 87%. The data were analyzed by applying descriptive statistics, T-test, one-way analysis of variance and Pearson Product-moment Correlation. The results are as follows. The priorities that parents concern about while choosing After-School Child Care Institutions are: location and transportation, teacher counseling, facilities and sanitation, administrative services and charges. The degree of parent satisfaction with present After-School Child Care Institutions is listed below from high to low: location and transportation, teacher counseling, administrative services, facilities and sanitation, and charges. Different demographic variables (such as the relationships between parents and children, parents’ age and family structure) appear significant differences in choosing After-School Child Care Institutions. Besides, different socio-economic variables (such as parents’ education level, occupation, parental power to make decisions and family average monthly income) also affect the result. This study found that even though parents are not quite satisfied with the present After-School Child Care Institutions where their children go to, they are still willing to recommend the Institutions to their friends or relatives, which shows parents’ high loyalty to the Institutions. Parent loyalty is also found to be highly related to different demographic variables (such as the relationships between parents and children, parents’ age, and the quantity of children in a family). In addition, parent consumer behaviors are highly related to the criteria choosing the Institutions, the satisfaction with the Institutions and loyalty to the Institutions. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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