將「患者」當做「消費者」看待已經不是什麼新的觀念，但是事實上舊有醫療體系中固有的的思惟其實從認知到實踐還有一段頗長的路要走。如何屏除以往醫療過程中上（醫師）對下（患者）的舊觀念，試著去了解消費端（患者）他們是如何選擇並看待一家醫療院所就成了做此研究的動機。另外針對大家一致認同的消費市場的主力：「女性」，她們是如何看待與她們健康休戚相關的議題？這對醫療市場絕對有舉足輕重的影響力，所以希望藉此研究進一步了解，以期為經營日益艱難的牙醫醫療產業找出另一片天空。 本研究旨在探討牙醫門診患者選擇就醫時的決策方式與相關之影響因素。以台北縣、市四家牙醫診所的病患為主要研究基礎，然後藉由問卷調查的方式（共回收831份）去分析不同性別與年齡層之間在做牙醫就診決策時的異同。 研究結果發現，牙醫門診患者對於整個決策過程中是有差距存在的。而樣本中「性別」與「年齡層」確實有不一樣的需求，尤其是女性；不一樣年齡層的女性在做決策判斷時，與其他族群是有一定程度上的差異。此外研究中顯示「醫師的態度」是影響患者繼續回診最主要的因素，因此醫師們如何在專業之外如何學習「服務」你的患者，這應該是醫學基礎教育外值得深思的問題。最後，本研究將參考「歷史資料」與「問卷資料」的分析所得提出行銷建議，作為（牙醫）醫療院所運作時之參考。 關鍵字： 性別、年齡、消費者、決策行為 / Viewing a patient as a customer is not a new concept. But there is a long way to go between recognition and performance in old medical system. This research is motivated by the following two questions: How do we avoid the traditional superior attitudes of doctors over patients and how do consumers choose hospitals or clinics. In addition, we are also concerned about how females, the largest consumer decision-making group, view these subjects and how they affect their perspectives. Viewing the patient as a customer is absolutely important to medical market and hope we can find another dental business channel by studying and understanding this concept. This research is focused on dental patient decision making process and related factors when choosing a dental provider. The data were collected from patients in four clinics in Taipei City and Taipei County. We analyzed the differences and correlations between the patients gender and ages with 831 surveys collected. Our research has found that dental patient decision-making differs based on age and gender. When it comes to judging and decision-making, we found some differences between different age groups, especially amongst females. In addition, the attitude of the doctor is a major factor that determines whether or not a patient will return to the dental provider in the future. We suggest doctors know not only professional knowledge, but also how to serve a patient like a customer. Finally, this research will offer marketing advice for running clinics according to historical information and analysis of our survey. Key Word：Gender、Age、Consumer、Decision-making Behavior

在瞬息萬變的企業經營環境中, 經理人( 指中級主管 )在制定決策時, 常面臨許多不 確定的狀況, 這些不確定的狀況可能是方案中某些事件發生與否具有不確定性, 也可 能是方案結果含有不確定性。這些不確定性是否會影響經理人的決策行為呢? 而不同 經理人對風險的態度( 有人是風險追求者, 有人是風險趨避者, 有人則是風險中立者 )不同, 是否會導致不同的決策行為? 此外, 企業所采用的績效評估指標也是個值得 探討的問題。績效評估指標可能是明確的( 如依決策結果計算紅利之多寡),也可能是 不明確的 (如依管理當局主觀判斷),而明確的績效評估指標中, 有些具獎勵性質, 有 些則具處罰性質, 究竟不同的績效評估指標, 是否也會產生不同的決策行為? 上述這 些問題, 都是本論文所要探討的問題。 本研究采實驗室法, 以企業經營個案為實驗內容, 對120 個受試者進行測試。自變數 為環境的不確定性、個人的風險偏好、以及績效評估指標, 并分析這些自變數對決策 行為的影響。 本研究的基本假設之一是, 決策者將追求其預期效用之最大。經理人在環境具不確定 性、個人風險偏好以及績效評估指標制度的影響之下, 將產生他個人認為最佳的決策 , 然而該決策卻未必能與企業的整體目標達成一致。因此, 如上述之自變項對決策行 為的影響是正面的, 則管理當局可參酌經理人之個人風險偏好, 透過對績效評估指標 的操縱, 誘導經理人采取對企業最有利的決策方案。

土地開發決策行為具備不可回復性及可延遲性等特色，於未來情況不確定市場下，土地開發決策包含了選擇權價值。根據Titman（1985）等人將實質選擇權理論應用於土地開發方面之研究指出，土地開發決策中所內含之實質選擇權，將影響土地所有人的開發決策。而根據實質選擇權理論，未來情況的不確定性乃是實質選擇權價值來源，隨著不確定性提高，將延後土地開發時機並增加未開發土地價值。過去二十餘年來，將實質選擇權應用於土地開發之相關理論研究已獲得豐碩成果，然而於臺灣地區，相關實證研究相當稀少，甚至若干分析結果呈現實質選擇權適用程度不顯著的情況。唯過去分析方式多採靜態之迴歸模型進行，且未將不同市場情況區域分開探討，因而導致估計結果可能的不準確，而曲解實質選擇權理論於臺灣地區之應用。針對上述情況，本研究採動態之存活分析方式針對同樣亦屬動態之土地開發決策行為進行分析；並利用迴歸分析方式觀察未來房價不確定性如何影響未開發土地價值。藉由上述分析，探究實質選擇權理論於臺灣地區土地開發市場之適用程度。 本研究利用臺灣地區大規模開發地區土地開發及未開發土地價格資料進行實證分析。結果顯示，於不確定性程度高且變化程度大之地區，房價不確定性的提高將延後土地開發時機並增加未開發土地價值，符合實質選擇權理論所預測。然於不確定性程度低且變化幅度小之地區，由於選擇權價值的淡化，導致其他因素影響了房價不確定性與土地開發時機及未開發土地價值間之關係，使得分析結果未如實質選擇權理論所預期。此外，本研究於土地開發時機方面採存活分析方式進行，並將不同市場情況之地區分開探討，而得出實質選擇權理論於臺灣地區適用之顯著成果，與過去之相關實證研究指出之不顯著情況不符。表示在進行實證研究時，必須選擇最適當之分析方式，並儘可能就不同市場情況加以探討，方能獲得最符合實際情況之分析結果。 / Recent theoretical research suggests that land development exercises a real option. Option pricing theory has been successfully applied in the valuation of real investments in the last two decades. According to Option pricing theory, the real option in undeveloped land will effect the development decision of land developer. Because the uncertainty of future condition is the source of real option, this research use the data set of land development and undeveloped land price in Taiwan area to test two predictions of real options with respect to land markets: greater price uncertainty should delay the timing of development and raise vacant land prices. Different from other empirical studies, this research uses the survival analysis method to test the prediction of real option theory. The result of our research is consistent with the prediction of the real option theory. It shows that greater price uncertainty lowers the likelihood of development and raises vacant land prices in the area of higher price uncertainty. This finding suggests that in the area of high uncertainty, we would expect land developer in the property market to be more prudent and decreasing the current investment activities compared with the area of a relatively stable market environment.

台灣近年來發生許多土流災害，導致許多傷亡與損失，而行政單位在救災時，卻忽略了土石流潛勢地區民眾的疏散避難決策需求，尤其是行動弱勢族群。本研究透過問卷調查與訪談的方式，針對三處土石流潛勢地區之一般家戶行動弱勢族群以及全省十個土石流潛勢溪流較多縣市之社福機構行動弱勢族群，瞭解其對於土石流災害的認知情形以及疏散避難之決策行為特性，並以二元羅吉斯特迴歸方法，建立疏散避難的決策行為模式，協助行政單位瞭解其疏散避難之需求與決策行為，設計更完善之疏散避難計畫。 在與美國Lili颶風案例進行分析比較後，發現一般家戶與社福機構之行動弱勢族群最相信的資訊來源都是行政單位的宣導，Lili颶風案例則是地方平面媒體的報導，而三方最不相信的都是網際網路。在疏散避難的決策行為模式方面，發現「獨居」對於一般家戶行動弱勢族群是否需要協助，有非常顯著的影響，表示獨居的行動弱勢者在避難時非常需要他人的協助。而「前往其他地區同性質的機構避難」對於社福機構行動弱勢族群避難過程所需長短，有非常顯著的影響，並會增加整個避難所需的時間。 / Debris flows cause a lot of injuries, deaths and property losing in recent years in Taiwan. When the government was providing disaster relief, it lacked for paying attention to the real evacuation behavior and perception of vulnerable area, especially the disable groups. This study conducted a questionnaire survey for two disable groups to understand their disaster perception and evacuation decision-making behavior. One disable group is living in general households in three debris flow vulnerable townships; another is living in social welfare organization in ten debris flow vulnerable counties. A decision model was built by using Binary logistic to estimate the evacuation decision-making behavior. Research result can be contributed to evacuation planning and policy implementation. Comparing with the evacuation behavior case of hurricane Lili in U.S.A, This study finds that the most reliable channel of evacuation information for two disable groups in Taiwan are from governmental authorities, but for the case of hurricane Lili is from local news media. No matter the case in Taiwan or in U.S.A, the most unreliable channel of evacuation information is from internet. Research result by evacuation decision-making behavior model, “living alone” is an outstanding factor that disable group who live in general households need help or not when they’re evacuating. It shows that people who live alone need others' help very much while taking refuge. “Evacuating to the other organizations in the other area” is an outstanding factor that disable group who live in social welfare organizations need longer time to evacuate. It shows that if organization evacuate to the other organizations in the other area, they will raise the total evacuation time.

隨著台灣人口的老化，國內面臨更年期困擾的女性人口比例也在逐年增加中，推估更年期相關產品的市場將隨著更年期女性人口的增加而成長。目前更年期相關的報告多以臨床醫學的研究為主，將更年期婦女以患者的角色進行探討。本研究嘗試以消費者的角度，探索更年期婦女對於緩解症狀的決策行為。受訪者為自覺有症狀的更年期婦女，年齡介於45-65歲，藉由深度訪談及實證研究等方式，參酌EKB決策模型，探討人口統計變項、緩解更年期症狀的認知與態度對於更年期婦女使用緩解症狀方式時的決策行為、使用意願與滿意度的影響。同時進行專科醫師與營銷人員的深度訪談，進一步檢視緩解行為的焦慮與未被滿足的需求，研究結果可以提供更年期婦女在選擇緩解症狀方案時的資訊，並可以作為專科醫師與更年期婦女在諮商與互動時的建議，以及相關產業營銷人員在擬定銷售流程與產品開發的參考。 本研究採用便利取樣的方式，共計完成400份有效問卷，研究結果發現，更年期婦女人口統計變項及緩解更年期症狀的認知與態度對於使用動機、資料收集與方案評估有非常顯著的影響。使用動機、資料收集、方案評估對於使用意願均呈現正相關。選擇使用認知對於滿意度呈現正相關，對於使用後焦慮呈現負相關。使用後焦慮與滿意度亦呈現負相關。 更年期婦女雖然在採取緩解症狀方案上呈現積極的態度，但多數自覺有更年期症狀的婦女對於症狀與緩解方式的認知明顯不足。保持青春與自信是更年期婦女採取緩解症狀方案的主要動機，與學歷和職業的類別均有顯著的影響；學歷越高，保持青春自信的動機也隨著增強。方便性是評估方案時最受更年期婦女重視的考量要素，如果對於症狀緩解的動機和整體收集資訊的意願越強烈，使用的意願也會提升。有關滿意度的部分，整體滿意度僅有五成左右，顯示目前緩解更年期症狀的方式仍有許多未被滿足的部分。更年期婦女在採取緩解症狀的方案時，主要的擔憂來自於對安全的顧慮，而在費用與隱私的擔憂則較不明顯；提高選擇使用認知程度則可以同時提高滿意度並降低對於費用、隱私與整體的擔憂。未被滿足的需求包括藥物相關方式安全性的提升、非藥物相關方式有效性的增加，以及提高使用方式的便利性。清楚讓更年期婦女知道緩解症狀的方式、原理、初期症狀的緩解程度、使用後可能產生的作用、長期使用的可能反應、未來可能的處置措施、特殊狀況的聯絡方式等，讓更年期的婦女朋友們清楚認知療程的可能反應，以降低過度預期與過度擔憂的現象，相信對於滿意度的提升會有相當的助益。

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2009年臺灣是全球少子女化最嚴重的國家，家長對子女的期望提升，這些獨生子女的家長對英語安親班的選擇之決策行為情況，為值得探究的議題。本研究旨在探討，在教育市場化的趨勢下，影響國小學生家長選擇子女英語安親班之決策行為之因素。 本研究採質化研究之半結構訪談，立意抽樣12位受訪家長。 研究結果發現： 一、受訪者子女每週上英語次數、時數及每月英語教育費用支出有極大的差異性；對英語安親班選擇各有偏好。 二、家長對孩子期望及早、主動與持續補英語，以期具備良好英文能力。 三、家長認同英文很重要，有利升學、深造，具國際觀，並可增強職場競爭力。四、絕大多數家長本身有能力教而不教，是希望給與子女最適當的學習安排。 五、美語安親班所學遠遠超過在校所學；家長藉由親友及家長之口耳相傳，作為取得英語安親班之訊息最重要來源。 六、決策偏好評估因素為：師資穩定性高及教學經驗豐富；母語是英文之外師教導子女發音純正之道地英文；按照個人程度能力分班；教材使用美國教科書；地點方便性、時間適切性；解決個別家長安親問題；費用合理；在安全及說英語的小班制環境下自然學習。  根據研究發現，本研究做出以下建議： 一、家長須認清英語為外語，子女學習英語完全仰賴英語安親班是件困難的事，家長需幫助子女養成在日常生活中多聽、多看、多說英語。 二、隨著孩子年紀增長，學習會愈來愈加重與吃力，如何在學習樂趣與作業、測驗、時間排擠間取得一個平衡，讓孩子持續對英語的學習動機及熱情不減，需妥思對策。 三、孩子學習英語之路需要被鼓勵與讚美進而展現自信心，家長唯有與子女共同學習，找出適合的學習策略才是一條可行之路。 四、以全美語教學是英語老師必備之能力，學校英語老師應秀出自己的專業能力使家長明白學校和英語安親班英文老師的教學專業不分軒輊。 五、學校與家長共商最適孩子之英語學習資源，爭取外師到校介紹文化等相關議題，讓學生熟習校園有聽、說英語的環境。 六、英語安親班業者需在每一個家長間建立好口碑，使已就讀英語安親班之家長願意提供好的資訊給有需要的家長。 七、英語安親班業者需花心力於把關教師素質，給外師一個安心的教學環境，使用內容廣泛之美國教材；並注意家長接送子女需求；環境安全及學習英語的氛圍 。 / In 2009, Taiwan was ranked the worst place in the world for its low natality. With rising expectation from parents on their only kids, we consider it a worthy topic to study how these parents decide Bilingual Childcare for their only children. This study mainly explores the key factors that influence parents in choosing Bilingual Childcare for their elementary school kids, under the commercialized trend of education. This study uses half-structuralized interview in a qualitative approach and specifically samples 12 parents as interviewees. The research discloses the following results: 1.There are big differences among their English weekly learning times, learning hours and monthly expenditures to Bilingual Childcare in the interviewees’ children. They have personal preferences for Bilingual Childcare. 2.Parents expect to equip kids with English proficiency by studying English as early as possible, taking initiative in learning English and keeping learning English. 3.Parents consider English crucial; good English ability benefits exams, further (graduate) studies, world view and competence in job market. 4.A good majority of parents can teach kids English, but they would rather arrange the best learning institute for kids. 5.What kids learn at Bilingual Childcare is way over what they get at school; parents regard friend or relative’s introduction and recommendation as an index in choosing Bilingual Childcare. 6.Preference in decision making: teacher’s stability and rich experiences, native speaker’s pronunciation, dividing class by individual’s level, using American textbooks, convenient transportation, suitable time, meeting individual parental needs, fair tuition, and a safe and spontaneous learning in a English speaking small class.   Researcher’s suggestion: 1.Parents should regard English as a foreign language. It’s hard to count all English learning on the Bilingual Childcare. Parents need to make it a rule for kids to listen to, read and speak English in their daily living. 2.Along with their growth and increasing pressure from learning, children need to learn how to strike a time balance among fun, assignments and tests so that their passion for English still remains. 3.In learning English, children needs encouragement and praises to nourish their self-confidence. Parents need to work out a proper learning strategy with their kids. 4.Whole language approach is a necessity for English teachers. Elementary school teachers need to show their profession and convince parents that school is nothing inferior to Bilingual Childcare. 5.School and parents should work together to give kids proper English learning resources, invite native speakers to give cultural guidance and let kids listen to and speak English at school. 6.Bilingual Childcare owner need to have good reports among parents so that they can pass a positive image of Bilingual Childcare to other parents. 7.Bilingual Childcare owners need to control the best quality of teaching, giving native speaking teachers a peaceful environment, generously employing American textbooks, meeting parental needs in transporting kids and making sure of safety and good learning.

過往研究發現性別特質在愛情關係中扮演重要角色。人們在選擇理想的愛情對象上經常反映出性別特質的互補性，例如男性化特質高的男性和女性化特質高的女性是多數人同意的理想伴侶。然而實際的關係中，女性化特質比男性化特質更能有效的預測婚姻滿意度和婚姻關係適應。這是因為女性化特質有助於人際關係的建立與維繫，女性化特質高的人展現較多自我揭露和情緒依賴，或以人際關係中的互動對象來認同自己，在關係互動中更經常表現出回應且滿足他人需求、考量他人感受等行為，係具有較高程度的關係他人-自我取向。而關係他人-自我取向是親子、密友、愛情等親密關係常見的人際行為表現，它可以增進關係親密感、滿足對方期望，以及引起對方相對回應，在過去研究中被認為是提升關係品質的重要因素。因此本研究假設，女性化特質會透過關係他人-自我取向之中介來預測愛情關係的滿意度，並進一步探討關係他人-自我取向如何影響個人在決策事件中考量伴侶的程度。本研究中以兩個樣本（共149對未婚情侶）檢驗成對情侶的徑路模型，在模型一中驗證了過去研究發現女性化特質對於關係滿意度的正向預測力，模型二則發現個人的關係他人-自我取向是女性化特質和關係滿意度之間的部分中介變項。此外，個人的關係他人-自我取向可以反映出預期的決策事件（樣本一74對情侶）和真實的決策事件（樣本二75對情侶）中考慮他人意見的程度，這樣的預測效果在只關乎情侶兩人的決策事件中最為明顯，涉及任一方普通朋友、異性友人、家人等的決策事件無此發現。而後續分析發現，在真實的決策事件中，男性的決策他人取向可以預期自己的關係滿意度，女性則未發現此現象。本研究於綜合討論中解釋這些結果，並探討影響關係品質的可能歷程。 / Past studies have shown that gender traits play an important role in romantic relationships. Complementary gender traits are desired in heterosexual mate selection since people describe masculine men and feminine women as their ideal partners. In real relationships, however, femininity works as a better predictor of both marriage satisfaction and dyadic adjustment than masculinity. Femininity, derived from the caretaker roles in society, is related to emotional expressivity and relationship development. Feminine individuals show more self-disclosure and emotional dependency, identify themselves with current interpersonal relationships, and consider others when making decisions. They are also responsive to others’ needs, displaying a high level of other-self orientation. The higher one is in the other-self orientation, the more one is concerned for others’ welfare. While high other-self orientation is not limited to feminine individuals. People, regardless of their gender traits, tend to show a high level of other-self orientation in intimate relationships, such as parents and children, close friends, and couples. Research showed that high other-self-orientation individuals enjoy better relationship quality for that they meet partners’ needs and this brings the mutual responsiveness. As a result, we postulate that other-self orientation is a mediator between femininity and relationship satisfaction, and that other-self orientation predicts the degree one considers the partner when making decisions on romantic relationships. Two path models with two samples (149 unmarried couples totally) were examined in our study. Results indicated that femininity has a positive effect on one’s own as well as his or her partner’s relationship satisfaction (path model 1) and that the effect of femininity on one’s relationship satisfaction is partly mediated by his or her own other-self orientation (path model 2). In addition, other-self orientation is positively correlated with the degree he or she considers the partner’s needs when making decisions in hypothetical events (sample 1 with 74 couples) and real-life events (sample 2 with 75 couples). Those positive correlations are found in events involving the couple without the third party such as friends, potential relationship rivals, and the family. Follow-up analysis revealed that the more a man considers his partner’s needs in real-life decision making, the more he is satisfied with the relationship. Details were discussed in the conclusion.

為有效減少因不可預期的極端氣候災害所產生的傷亡，可透過提升災害預警機制與災害認知使民眾具備更佳的災害應變決策能力。本研究選擇以台灣地區仍不常見的堰塞湖災害為研究對象以呼應極端氣候不可預期的特性，首先整理出居民在進行災害應變決策時的思考模式與程序，並釐清影響最後決策的各項因素，作為本研究主要研究架構的初擬參考；在分析工具方面則選用結構方程模式(Structural Equation Modeling, SEM)，以同時解決將心理層面認知量化與各變項間直線迴歸關係的問題。 為將以上構想付諸實行，本研究先經由文獻回顧提出居民的災害應變決策概念架構，以此概念架構為基礎進行問卷設計，並在台東縣嘉蘭村與高雄市瑪雅里進行問卷調查作業，取得資料後再透過結構方程模式建立適合台灣地區民眾的堰塞湖災害決策模型；最後則針對本研究所建立的模型與分析，對現況風險溝通與預警機制提出相關政策建議。 在試圖達成前述目的的研究過程中，本研究發現台灣民眾在面對不熟悉的堰塞湖災害時，外在的預警訊息、過去的受災經驗，以及家戶狀況等三項因素對決策影響最大；另外雖然本研究所提出的決策架構在台東與高雄兩處受測範圍內均可適用，但仍會因聚落的受災經驗、居民屬性，以及交通區位等特性上的不同而在變項重要性上有所差異。最後，本研究提出相關風險溝通的策略建議，作為未來在面臨堰塞湖災害或其他極端氣候時的政策參考。 / In order to reduce the unpredictable and extreme weather disasters’ casualties effectively, we can improve disaster warning mechanisms and disaster awareness so that people have decision-making capacity for better disaster response. This study selects the Landslide dam’s disaster, which is not common in Taiwan, as the research object. First sorted out the residents’ disaster response policy and procedures of thinking, and clarified the factors affect the final decision as the beginning research framework of this study. Analysis tools are used in structural equation model (SEM), to address both the psychological aspects of cognitive variables to quantify and the question of the relationship between the linear regressions. On the research process, first put forward the residents’ conceptual framework for disaster response decision-making through the literature review, and using this conceptual framework as the basis for questionnaire design. Taitung County and Kaohsiung City are the questionnaire surveys in this study. After the data obtained, we established a suitable decision model for Taiwan’s Landslide dam disaster through the SEM tool. Finally, we can make recommendations on risk communication policy and early warning mechanism through this model. In the research results, this study found that the external warning message, past disaster experience, and household conditions are three of the most important decision factors when Taiwan public is facing the Landslide dam disaster. In addition, although this framework can be applied in Taitung and Kaohsiung areas, but there will still be differences because of the differences in some characteristics such as the affected experience, residents’ properties, and location of traffic. Last, this study proposes some strategies of risk communication as the policy reference when facing the Landslide dam’s disaster or other extreme weather disasters in the future.

本研究旨在探討兒童美語補教業消費者決策行為。由於過去相關文獻以量化 調查為主，缺少質化觀點；又因強調首次購買，忽略了時間脈絡及決策環境的影響；另外假定消費決策者為家長，也使得消費使用者-兒童的決策影響力未見著墨；因此本研究試圖以質性方法，探索兒美補教消費本質，並加入時間脈絡及親子互動觀察，試圖建構更完整之消費決策樣貌。 研究設計方面，先就過去文獻之研究發現進行整理，提出值得進一步探索之 問題，而後擬定訪談大綱，分別針對家長及兒童進行訪談，其中家長訪談為求深入以補充過去文獻不足，以一對一方式進行；兒童訪談部分，由於沒有文獻曾經探討兒童在補教消費的觀點，因此以焦點團體方式蒐集多元意見，進行探索研究。 本研究結果可歸納為七大點：(一)兒美補教首次消費接近特殊品之消費性 質，家長涉入深（二）家長對於兒美補教首次消費知覺風險高，決策勝任感不足（三）兒美補教消費為具嘗試性重購（Trial Repeat Purchase）之序貫決策（Sequential Decision）（四）反向代間影響於嘗試性重購時期漸增（五）同儕影響在兒美補教業存在且顯著，以社會支持、社會認同與社會遵從等三種方式影響（六）孩子與家長在選擇補習班決策準則與購買後滿意度準則均不同（七）兒美補習決策存在影響甚大的『詢問脈絡口碑』(Seeker-Initiated WOM)。 / This study intends to inquire consumer’s decision making process of children’s English learning program in a qualitative way. While there are many quantitative studies about this process, few are conducted qualitatively. revious studies are all focused only on the first purchase, neglecting their subsequent repeat purchase processes; and parents are assumed to be the decision makers, ignoring the role of the children in the process. This study thus purports to explore and provide a clearer depiction of the parent-child interaction in the repeat purchase context. After reviewing 27 prior studies, this researcher suggested research questions in this study. Data were collected through several interviews with parents and children respectively. Parent interviews were conducted through one-on-one basis, while children interviews through focus groups. Interviews were taped, transcribed, and analyzed qualitatively. The results of this study can be concluded into seven parts as follows. First of all, the essence of the first purchase decision in children’s English learning program is close to the essence of the purchase decision of special goods, and the consumers’ (parents) involvement is deep. Second, the risk conception of the first purchase is high and consumers are lack of confidence in first purchase in the decision making. Third, the process is a sequential decision with trial repeat purchase process. Fourth, the influence of reverse intergeneration is increasing in the process of trial repeat purchase process. Fifth, the peer-influence exists remarkably in three ways : social support, social identification and social conformity. Sixth, both decision and satisfying criteria are distinct from parents and children. Finally, the seeker-initiated WOM is a tremendous factor in the decision of children’s English learning program.