英語是國際共通語言也是在職場上提升競爭力的必備能力，英文的重要性在各大企業招聘、外派、升遷、考績加薪等方面可見一般，都將英語能力列為最重要參考指標。擁有優異的英語能力較具備優勢，因此讓學習英文顯得格外重要，致使一般民眾對於學習英語的需求日益增加。而成人美語消費者對於英語學習有不同之個人學習動機，其自主性及消費能力皆與兒童美語有相當大的差異。然而，成人美語學習產業與其他產業較大不同之處為學習語言需時間及經驗的累積，故消費者無法立即體驗到產品或服務的效果及價值，且消費者的學習成果將影響到該品牌機構之名譽及形象。本研究以大台北地區之年輕英語學習消費者(21~30歲族群)作為主要研究對象，透過敘述性統計，交叉分析，單因子變異數分析及獨立T檢定來探討在台灣成人英語學習之消費者的學習動機及經驗，探討品牌及價格其中之相互關係，期望能提供英語教育機構以及學校之英語教育相關課程作為參考。

經由本研究實證分析結果發現:
（１）大部分英語學習消費者之學習動機為個人學習成果評估
（２）品牌形象對於有四年以上英語學習經驗之消費者有正面影響
（３）擁有優良客戶服務之英語學習機構對消費者有正面影響
（４）折扣優惠對於女性消費者有正面影響
（５）彈性付款方式對於不同收入層級之消費者有顯著差異
（６）不同年齡層消費者對於＂品牌名譽及學費＂有顯著差異

English is viewed as the global language of business in international marketplaces It has been a key indicator of globalization success caused that the high demand of English leaning. Adult English learners have independent ability to choose an institution, and different motivations among individuals. This paper aims to examine the factors affecting for consumers’ decision on adult English learning institution and their English learning purposes in Taiwan. The study was conducted 449 valid data by completing paper and online questionnaire in Taipei, based on their personal English learning experience and perspective of English learning institutions in Taiwan. Target group are young adult English learners, age between 21 to 30 years old. A quantitative method was employed to analyze data, performing statistical procedures of descriptive statistics, Cross-sectional Analysis, One-Way ANOVA and Independent T –Test by using SPSS 20.0 to examine the relationships between the variables of brand and price. The result of the study indicated the close link between brand and price. The major findings are as follows: (1) most participants’ motivation of English learning is personal evaluation than school requirement and job need. (2) Brand image (view brand image as their priority) positively affected on the customers who have more than 4 years of English learning experience. (3) Well-organized customer services positively affected the customers. (4) Flexible payment methods positively effect on lower income customers of English learning institutions (5) Discount has positive effect on female customers and, (6) Elder customers consider “Well reputation institution has higher tuition “more than younger customers.

Acknowledgement i
Abstract ii
Content iv
List of tables vi
List of figures viii
1. INTRODUCTION 1
1.1 Research motivation 1
1.2 Research purpose 1
1.3 Research objectives 2
1.4 Research process- 2
2. LITERATURE REVIEW 4
2.1 English Learning as a Foreign Language 4
2.2 Significant importance of English Education 6
2.3 Overview of English Learning in Asia 9
2.4 Overall English Learning Market in Taiwan 13
2.5 Marketing Strategy of Adult English Learning Industry 31
3. METHODOLOGY 44
3.1 Research Framework and hypothesis 44
3.2 Operational definitions and measurement 47
3.3 Research Method 55
3.4 Data analysis methods 59
4. RESULT 61
4.1 Descriptive Statistics of Composition Sample 61
4.2 Reliability and Validity Analysis 64
4.3 Research result 71
5. CONCLUSION AND RECOMMENDATION 83
5.1 Conclusion 83
5.2 Research contributions 86
5.3 Research restriction 87
5.4 Recommendation for further research 87
6. REFERENCES 89
[Appendix] Questionnaire of this study 95

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