近年來，英語學習在台灣已蔚為一股風潮。為使孩子日後更具國際競爭力，許多家長在幼兒學前教育時段，即紛紛選擇全美語幼稚園或雙語幼稚園就讀，但在許多幼兒教育的相關研究發現，幼兒階段學習外語，易因語言的隔閡產生偏食學習，也會造成幼兒對文化認同的危機，且使幼兒表達與思考能力受影響，導致就學後產生學習挫折與障礙。 本研究以臺北縣新莊市某國小三年級為研究對象，採問卷調查法蒐集資料，並以最小平方估計式模型（Ordinary Least Square）的估計，探究學齡前雙語教育對國小低年級學童學習成就的影響，及學童在不同性別、家庭子女數、有無兄姐、是否與父母同住、家庭所得及家庭社經地位（SES）等情形下與學童低年級學習成就之相關程度。實證結果發現，學童學齡前雙語教育經驗對學習一年後及二年後之學習成就（包含總成績、國語、英語及數學成績）除英語成績具有顯著影響外，其餘影響效果皆不顯著；在性別差異上，女生的學習成就均高於男生；家庭子女數多寡與學習成就呈顯著負影響；學童有無兄姐及是否與父母同住對學習成就的影響，在學習一年後有顯著影響，對學習二年後之學習成就影響則不顯著；家庭所得對學習成就影響較不顯著；另外，家庭社經地位對學習成就則呈現顯著正面影響。 / English learning has been gaining popularity recently. In order to make children more competitive internationally, many parents choose English immersion or bilingual kindergartens when their kids are in preschool ages. But according to many researches of preschool education, when preschool children learn English, it may cause them to pick what they like to learn because of the gap in languages, it may cause a crisis in children for identifying their cultures. It may affect their skills of expression and deliberation, and cause them to feel frustrated and hindered when learning. This research uses the 3rd grade students of an elementary school in Sinjhuang City of Taipei County for subjects, uses questionnaires to collect information, adopts the estimation of Ordinary Least Square, investigates the effects of preschool bilingual education for lower-grade students’ learning achievements in elementary schools, and compares the students’ relevant degrees with different genders, family members, whether having brothers and sisters, living with their parents or not, and their parents’ income and socioeconomic status. It proves that the experiences in preschool bilingual education for the learning achievements after having learned for one or two years, including their overall scores, and scores of Chinese, English and math. It turns out to be positive affection, but besides English scores, the affections are not obvious. In gender difference, girls’ learning achievements are better than boys. The numbers of their family members for learning achievements turn out to be negative affection. It is an obvious positive affection after having learned for one year whether the students have brothers and sisters or live with their parents or not, but having learned for two years and the parents’ income do not affect the learning achievements much. Their parents’ socioeconomic positions turn out to be positive affection, too.

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.