臺灣博碩士論文加值系統

自民國七零年代開始，台灣經濟的快速成長深深影響了全台灣大部分的家庭，也讓人民的生活環境變得更加理想。然而，隨著生活品質大幅度的提升，相對的也造成家庭開銷的大幅度增加，使得夫妻雙方紛紛投入就業市場，藉此獲取雙薪來維持及平衡家庭開銷。
在夫妻雙雙投入就業市場的雙薪家庭模式下，使得兒童課業輔導與安親照顧需求日益升高，再加上家長對於兒童教育的重視，及教改政策的施行，為補習班事業拓展了廣大的營運商機與空間。
有鑑於此，本研究擬針對國中小補習班學生家長進行深入的探討，藉以瞭解消費者特性與其消費行為。
因此，本研究所欲探討的是：目前國中小補習班學生家長其人口統計變數、生活型態及價值觀有何特性？國中小補習班學生家長之消費行為有何特性？國中小補習班學生家長之特性是否對其消費行為造成影響？如何對國中小補習班學生家長進行市場區隔？
因此，本研究採取問卷調查的方式進行，總計發出4000份問卷，回收1523份問卷，扣除胡亂填答及未完成問卷等無效問卷584份，及未參加補習者334份。總計回收有效問卷605份，有效問卷回收率15.1％。
本研究首先針對回收樣本作一簡單的描述，並對樣本進行信度與效度之分析。其次就國中小補習班學生家長之樣本結構與消費決策行為加以分析。而為充分瞭解消費者之特性，本研究採用生活型態相關變數，作為市場區隔的基礎及區隔市場後之描繪，最後得出各區隔市場之特徵，歸納分析結果後，提出結論及建議，以提供補習班業者在制定各項行銷策略上之參酌。

Taiwan’s economic had grown magically since 1980, and make Taiwanese got rich and had raised their life quality very quickly. According to that, people spend more and more money on their children’s education. On the other way, because of the revolution on education policy, children have to learn more to get better grades.
So that supplement schools do become the profitable business model and expand quickly in Taiwan. But all the previous studies not focus on the parents who actually paid the money for their children. According to that, the purposes of the study are to understand the consumer behavior of the parents who let their children attend supplement schools or institutes, to know further if the parents show significant variance in the degree of their consumer behavior (including the motives, the sources of information, and so on). And the EKB model is conducted as conceptual framework of this study.
The data is composed from the parents whose child is the student of the junior high or the elementary school, and it is collected by 4000 questionnaires and returned completely by 605 parents (about 15.1% response rate).

第一章 緒論1
1.1 研究背景與動機1
1.2 研究問題與目的3
1.3 研究步驟4
1.4 論文架構5
第二章 文獻探討6
2.1 消費者行為理論6
2.2 市場區隔18
2.3 生活型態理論29
2.4 價值觀35
2.5 國內補習班消費行為之相關文獻探討38
第三章 研究方法42
3.1 研究架構42
3.2 研究假說44
3.3 變數衡量與問卷設計45
3.4 抽樣設計54
3.5 資料分析方法56
3.6 回收樣本數量57
3.7 問卷之信度與效度57
3.8 樣本結構分析61
第四章 實證分析及結果67
4.1 消費行為之分析67
4.2 國中小補習班學生家長特性與決策行為分析79
第五章 結論與建議113
5.1 假說檢定結果114
5.2 研究結果115
5.3 研究限制119
5.4 後續研究建議119
參考文獻120
附錄一 研究問卷124

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