This research takes the Executive Master of Business Administrator¡]EMBA¡^, a kind of higher education, as an example to discuss the consumer¡¦s choice models in the professional service. The main purpose of the research is to realize whether consumer¡¦s decision environment, involvement and knowledge of EMBA service as well as their personal difference will have connection with their choice models.
About the research method, subjects were EMBA graduate students who ever had chosen experience. The sample came from north and south Taiwan where got more choices of EMBA school and received 192 valid questionnaires. For statistic analysis, the sample was separated into two groups by the number of decision environment¡¦s alternative and attribute quantity, and distinguished by both involvement and knowledge into low, median and high groups. The factor analysis, reliability analysis, chi-square test, discriminant analysis and one-way ANOVA are used as statistical analysis methods. The results are presented below:
1. When consumers choose EMBA, the number of alternatives has the connection with choice models. But there is no obvious connection between the number of attributes and the choice models.
2. When the degree of consumer involvement is different, the connection between alternative numbers and choice models will be different.
3. When the degree of consumer knowledge is different, the connection between alternative numbers and choice models will be different.
4. The difference of consumer personal factors only exist the connection with the consumer involvement of EMBA, but has no obvious connection with choice models and the knowledge of EMBA.
Comparing to the other related researches, most of them are based on such as EKB model, analyzing all consumer decision or purchase processes. But those researches didn¡¦t investigate deep enough about consumer purchasing behavior¡¦s final secret process of professional services. Thus, this is an exploratory research, trying to describe the consumer decision situation of internal EMBA. And that is this research¡¦s contribution and value.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0713104-120621 |
| Date | 13 July 2004 |
| Creators | Hsiao, Shu-wen |
| Contributors | none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0713104-120621 |
| Rights | not_available, Copyright information available at source archive |
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