|Abstract: ||本研究目的在運用消費者理論，探討台北市與新北市國小家長選擇以創意學習為主的補習教育之考量因素，包含: 產品、通路、推廣、價格等4個構面，亦即課程、教學、環境、師資、地點、交通、廣告宣傳、人員銷售、促銷活動、公共關係、時間和費用等12個內涵，並且進一步探究家長變項影響其選擇之差異情況，包含家長的個別變項（性別、年齡、職業、教育程度），及環境變項（家庭總收入、家庭組合、子女數目、子女學校所屬縣市、子女學校規模）。本研究工具為自編之問卷，採取Likert六點記分作為評量標準，
The purpose of this study was to apply consumer behavior theory to investigate elementary school parents’ decision on selecting children’s supplementary education for creativity learning, as well as the factors influcing their choices. Four demensions of supplementary education for creativity learning were identified, including products, distribution, promotion and price. Twelve categories were included in the above 4 dimensions, such as curriculum, teaching, environment, teacher quality, location, transportation, advertisement, personel selling, discount activity, public relations, time for learning, and expenses. In addition, gender, age, job, level of education, family incomes, family structure, number of children, school district and school size were also studied to realize the differences. The instrument of this study was a self-developed questionnaire with 6 points Liker-type scales.
The population of this study was 14953 parents’ representatives in Taipei and New Taipei city. The sample is taken based on 95% confidence intervals and 5% sampling error. There were 350 of the 430 parents’ representatives with 81 percent rate of response. After eliminating invalid questionnaires, the effective response is 331 with the valid rate is 71 percent.
The findings of this study are summarized as followings:
1.Parents select children’s supplementary education for creativity learning based on the considerations of Products, Distribution, Promotion and Price.
2.The most important factor for selecting the supplementary education for creativity learning is “Price”. Then, following the “Products”, “Distribution”, and “Promotion” are considered. In addition, they also concern about the “personnel service” and “environment security”.
3.Besides, parents also care about “interest”, “pressure” and “future development” of their children.
4.There are significant differences among parents’ “gender”, “age”, “job” and “level of education”, “family incomes” on the factors of “Products”, “Promotion” and “Price”. Furthermore, the above personal and environmental factors also have significant differences on the categories of “Course”, “Teaching”, “Environment”, “Teacher Quality”, “Advertising”, “Personal Selling”, “Public Relations” and “Expenses”.
5.Parents’ decisions on creativity learning are mostly focused on “Teacher Quality”.
The suggestions of this study are provided for future research in terms of research topics, research instruments, demographic variables, as well as school size and locations.