臺灣博碩士論文加值系統

全球化的趨勢，許多家長意識到提升孩子的英語能力至關重要，國發會更是2018年公告雙語國家政策，目標於2030年將台灣打造為雙語國家，以增加國人英語力，提升國家競爭力。因此提升孩子英語能力是至關重要的。隨著科技的進步加上疫情影響，英語線上學習已經普遍被使用者接受，在2020年資策會報告中指出智慧學習產值為334.9億，較2019年成長22.1%。而英語學習也能透過線上學習的方式，讓學生突破地理疆界連接到母語老師學習英語，也解決了孩子英語學習環境的問題。然而線上英語平台都沒有實體店面，有些線上英語則是一兩年的合約期，家長該如何選擇成為很大的課題。由於過往對學習平台的研究，大多以成人學生為對象。而本研究則希望了解父母為孩子選擇線上英語平台的關鍵因素，因此透過網路問卷調查的方式，以「家長選擇兒童線上英語的關鍵因素」學術問卷，並根據文獻理論探討口碑行銷、品牌權益、認知易用性、認知有用性等理論，探討家長對線上英語平台購買意圖的影響。調查對象為家中有12歲以下兒童正在使用或正考慮使用線上美語的家長，共計回收401份問卷，有效問卷為348份問卷。並以有效樣本透過描述性統計、因素分析、信度分析及迴歸方法進行驗證。研究結果發現口碑行銷、品牌權益、認知易用性、認知有用性，均對購買意圖有顯著影響。最後根據驗證結果，提出實務應用及未來研究建議。

With the trend of globalization, many parents realize that improving their children's English abilities is very important. In 2018, the National Development Council announced the Bilingual 2030 policy to boost the competitiveness of Taiwan’s young generations. Taiwan will become a bilingual country. Therefore, it is very important to improve children's English abilities. With rapid the progress of technology and the impact of the pandemic, E-learning English has been widely accepted by learners. It can break down geographical boundaries and connect with native language teachers to learn English, which makes an environment for children learn English. Therefore, choosing online English has become an essential subject for parents. Most of the previous studies for learning platforms have focused on adult students or material design. This study has conducted an online questionnaire to survey the key factors for parents to choose online English platforms. Based on the theories to explore the influence of parents on the purchase intention of online English platforms. Research data were collected from parents who have children under 12 years old and they are using or considering using online English learning platforms. A total of 348 valid questionnaires were collected and analyzed by regression methods. The results demonstrate that perceived usefulness and Brand equity are the most significant effect on purchase intention followed by Perceived Ease of Use, and word-of-mouth marketing. Finally, according to the verification results, practical application and future research suggestions are put forward.

摘要 I
SUMMARY II
致 謝 V
目 錄 VI
表目錄 VII
圖目錄 IX
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究問題 4
第二章 文獻探討 6
第一節 台灣兒童英語線上平台現狀 6
第二節 購買意圖 12
第三節 網路口碑對購買意圖影響 12
第四節 品牌權益對購買意圖的影響 15
第五節 科技接受模型(TAM)對購買意圖的影響 16
第三章 研究方法 18
第一節 研究設計 18
第二節 研究變數之定義及衡量 19
第三節 前測 27
第四章 研究結果與討論 40
第一節 描述性統計 40
第二節 因素分析及信度分析 47
第三節 假說驗證 54
第五章 結論 62
第一節 研究摘述 62
第二節 研究結論 63
第三節 研究貢獻 65
第四節 研究限制 66
參考文獻 68
附錄一:正式問卷 71

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