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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/20353


    题名: 舞蹈補習班家長消費認知與動機之研究－以桃園市舞蹈補習班家長為例
    作者: 李禕君
    贡献者: 舞蹈學系
    关键词: 舞蹈補習班
    消費認知
    消費動機
    日期: 2010
    上传时间: 2011-11-14 13:48:50 (UTC+8)
    摘要: 本研究旨在探討桃園市舞蹈補習班家長對舞蹈補習班的消費認知與動機之相關性。研究採問卷調查法，研究對象為桃園市舞蹈補習班家長，經立意取樣與滾雪球抽樣方式，發出250份問卷，實得215份桃園市舞蹈補習班家長之有效樣本。研究所使用之測量工具包括：「個人背景資料調查表」、「家長對舞蹈補習班的認知狀況」與「家長對舞蹈補習班的動機狀況」等三項。將施測所得資料分別以次數分配、百分比、平均數、標準差、單一樣本t檢定、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關、多元逐步迴歸等統計方法進行分析。
    綜合文獻探討及調查結果發現，獲得以下六項結論：
    一、桃園市舞蹈補習班家長對舞蹈補習班內容的重視，傾向於「高程度」的重視，其中以「課程」方面的重視程度為最高。
    二、桃園市舞蹈補習班家長消費動機傾向於「中高的程度」，其中以「想塑造形體美」與「培養優雅氣質」的消費動機最高。
    三、不同年齡、教育程度、職業、家庭月平均收入、婚姻狀況及子女數的舞蹈補習班家長，於消費認知上有顯著差異。
    四、不同性別、年齡、家庭月平均收入及子女數的舞蹈補習班家長，於消費動機上有顯著差異。
    五、桃園市舞蹈補習班家長的「整體消費認知」與「整體消費動機」達顯著中程度之正相關。
    六、「消費認知」中的「服務」與「費用」以及「性別」與「家庭月平均收入」等四項能有效預測其消費動機。

    根據本研究之發現與結論，對舞蹈補習班家長與舞蹈補習班業者提出具體之建議。在舞蹈補習班家長方面，建議家長先瞭解舞蹈補習班的課程與師資內容，以及教室的硬體設備與注意是否有合格立案證書等。在舞蹈補習班業者方面，建議聘請科班舞蹈系老師、定期舉辦成果展、安排多元化的課程內容等。期能提供家長為子女選擇舞蹈補習班之參考，及提供舞蹈補習班業者提升其經營策略與品質之依據。

    關鍵字：舞蹈補習班、消費認知、消費動機

    This study aims at investigating the correlation between parent’s consumer cognition and motivation in the private dance school of Taoyuan City. Questionnaire survey method is taken in this study, and the research target is the parents of private dance school in Taoyuan City. After purposive sampling and snowball sampling, 250 survey questionnaires are issued, and 215 effective samples of the parents of private dance school in Taoyuan City are obtained. The measurement tools used in the study include three items such as: “Personal background information survey table”, “Parent’s cognition situation on private dance school” and “Parent’s motivation situation on private dance school”. The obtained data are analyzed with statistical methods such as: frequency distribution, percentage, mean, standard deviation, one sample t test, independent sample t test, single factor ANOVA, Pearson product-moment correlation and multiple stepwise regression, etc.
    To sum up literature review and survey results, the following six conclusions are obtained:
    1. The parents in Taoyuan City have “high level” of attention on the content of the private dance school, especially, the highest level of attention falls on ”curriculum” aspect.
    2. The consumer motivation from parents in private dance school of Taoyuan City tends to be “medium and high level”, among them, “the desire to create body beauty” and “the breed-up of temperament” has the highest consumer motivation.
    3. Parents in private dance school of different age, different education level, different vocation, different monthly average income, different marital status and different number of children tend to have significant difference on consumer cognition.
    4. Parents in private dance school of different gender, different age, different family monthly average income and different number of children tend to have significant difference on consumer motivation.
    5. “Entire consumer cognition” and “entire consumer motivation” of parents in private dance school of Taoyuan City reaches significant medium level of positive correlation.
    6. Four items such as “service” of consumer cognition ﹑“expense” of consumer cognition ﹑“gender” and “family monthly average income” can effectively predict consumer motivation.
    From the results and conclusions of this study, suggestions are provided for parents of private dance school, and private dance school. In the aspect of parents in private dance school, we suggest the parents to understand first the curriculum content and the teaching staff of private dance school, the hardware equipment of the classroom, and watch if the private school has qualified certificate. In private dance school aspect, we suggest the school to hire dance teacher with dance major, to hold periodical result exhibition and to arrange diversified curriculum content, etc. We hope that the result can be used as reference by parents for selecting private dance school for their children, and as reference for private dance school to enhance their business operation strategy and quality.

    Key words: private dance school, consumer cognition, consumer motivation
    显示于类别:[舞蹈學系所] 博碩士論文

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