Study on Preschool Enrollment DM Advertisements-A Case Study of Preschools in Taichung
| Autor: | Ting-Yen Chiang, 江亭燕 |
|---|---|
| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 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. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|