| 摘要: | 中文摘要
本研究旨在探討家長選擇托兒所的考量因素與品牌形象相關性，
以立意取樣選取新北市托兒所的家長，共共發出800份調查問卷；回收632份；有效問卷606份，經SPSS12.0統計軟體作次數分配、平均數、百分比、單因子變異數分析、皮爾森基差相關、多元逐步迴歸分析，以獲得研究結果與結論如下：
一、 不同背景變項的家長在選擇托兒所「考量因素」中，其對價格
環境設備、師資教學有顯著差異。
二、不同背景變項的家長在選擇托兒所「滿意度」中，其對價格、環
境與設備上具顯著差異，且滿意度較高。
三、不同背景變項的家長在知覺托兒所「品牌形象」上有顯著差異，
且在「主體性、客體性、聲譽性、知名度」的表現上較高。
四、家長選擇托兒所「考量因素、滿意度」與「品牌形象」有顯著相
關，且三者為正相關。
五、家長選擇托兒所「考量因素、滿意度」能預測「品牌形象」，其
中主要預測為家長滿意度的「環境與設備」。
根據以上之研究結果與結論，對幼教相關業者與後續研究者提出建議。
關鍵詞：托兒所、家長、家長選擇因素、品牌形象
Abstract
The research is about the relationship between pre-schools brand images and parent’s considerations of pre-schools which chooses New Taipei City pre-schools student’s parents by judgment sampling, delivering 800 questionnaires and withdrawing 632 questionnaires. The 606 questionnaires are analysed by Frequency Distributions, Mean, Percentage, One-Way Anova, Pearson’s Correlation, Multiple stepwise regression procedure of SPSS to getting the following points.
1. Parents from different backgrounds consider in pre-school’s tuitions, equipments, teachers’qualities differently.
2. Parents from different backgrounds have different satisfactions towards prices, environments and equipments.
3. Parents from different backgrounds have different senses about pre-school’s brand images, especially in subjectivity, objectivity, reputation and popularity.
4. Parent’s choices of pre-schools have strong relations towards consideration, satisfaction and brand image which are positive correlations.
5. Parent’s choices of pre-schools’ consideration and satisfaction can anticipate pre-schools’ brand images, especially can be anticipated by parent’s satisfaction toward environments and equipments.
Basing on the above points, the research will offer suggestions for fellows of children education industry and future researchers
Keywords：pre-schools, parents, parent’s considerations, brand image. |
