碩士 / 國立嘉義大學 / 幼兒教育學系研究所 / 95 / The Study of Parental Consumer Decision-Making Behavior of Kindergarten in Shanghai and Kaohsiung
Abstract
In this study, the E-K-B and kotler consumer decision-making model were used as conceptual framework. There are three main purposes in this research: (1) To explore the differences of parental consumer decision-making behavior under different market segmentation variables including geographic area and demographic variables. (2) To analyze the prediction effects of problem recognition information search, alternative evaluation toward post purchase satisfaction of parental consumer decision behavior of kindergarten in Shanghai & kaohsiung. (3) To raise some suggestions for kindergarten managers and future research.
“The Questionnaire of Parental Consumer Decision Making Behavior of Kindergarten” was conducted in this study. The subjects included 1060 parents drawn from private kindergarten in Shanghai & Kaohsiung. The data was analyzed with descriptive statistic, one-way ANOVA, and stepwise multiple regression. According to this research results, the conclusions of this study are as follows:
1. The parents in Shanghai & Kaohsiung showed significant differences in variables such as “the personal, social factors of problem recognition”, “the internal search and external search of information search”, “the teacher and equipment , the curriculum and teaching , price and promotion, quality and management of alternative evaluation”, and “postpurchase satisfaction”.
2. The parents of different sex showed significant differences in variables such as “the social factors of problem recognition”.
3. The parents of different age didn’t show any differences in variables such as “problem recognition, information search, alternative evaluation and postpurchase satisfaction”.
4. The parents of different job showed significant differences in variables such as “the social factors of problem recognition”.
5. The parents of different educational background showed significant differences in variables such as “the social factors of problem recognition”, and “ the price and promotion of alternative evaluation”.
6. The parents of different family monthly income showed significant differences in variables such as “the social factors of problem recognition” and “the curriculum and teaching of alternative evaluation”.
7. There are significant Pearson product moment correlations between parental consumer decision making behavior of kindergarten, include problem recognition, information search, alternative evaluation and postpurchase satisfaction.
No matter the parental consumer decision-making behavior in shanghai & kaohsiung, the variables of the personal factors of problem recognition can significantly predict postpurchase satisfaction, It’s the most important item. And then the quality and management, the teacher and equipment, the curriculum and teaching is the second,the third,the fourth important items.
Finally, some suggestions were proposed for kindergarten managers and future research.
Keyword: kindergarten, Decision-making Behavior, Market Segmentation.
| Identifer | oai:union.ndltd.org:TW/095NCYU5096001 |
| Date | January 2006 |
| Creators | 謝冰雁 |
| Contributors | 謝美慧 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 0 |
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