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研究生(外文):Yang, Ya-Chun
論文名稱(外文):A Study of the Key Factors for Parents to choose online Englishplatforms for children
指導教授(外文):Lai, Meng-Kuan
口試委員(外文):Tsai, Huei-TingHuang, Ching-Ying
外文關鍵詞:WOMBrand equityPerceived UsefulnessPerceived Ease of Use
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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
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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