親子共學課程體驗、參與度與滿意度 對家長付費意願影響之研究

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Title:	親子共學課程體驗、參與度與滿意度對家長付費意願影響之研究 A Study on the Influence of Parent-Child Co-learning Course Experience, Participation and Satisfaction on Parents’ Willingness
Authors:	黃子良
Contributors:	企業實務管理數位碩士在職專班
Keywords:	滿意度購買意願參與度體驗課程 satisfaction purchase intentions participation experience course
Date:	2021
Issue Date:	2023-02-14
Abstract:	全國台灣人口出生數逐年下降，少子化的現象使得家長對於幼兒需求、教育也漸漸重視，對幼兒相關的教育課程，甚至學業用品以及各方面要求標準也越來越高，家長也更願意將金錢花費在於滿足幼兒的喜好或是對發展好的事物上，因此本研究主要探討家長在參與親子共學課程時，課程體驗是否影響其參與度、滿意度及購買意願。本研究採問卷調查法進行資料蒐集，係以網路方式發放問卷，其中網路問卷由Google 線上表單製作，並用滾雪球方式便利抽樣協助在網路上發放。研究樣本資料問卷總共回收有效樣本為385份，蒐集之資料經由量化研究分析，進行包括：敘述性統計、信效度、相關係數、多元迴歸等方式分析後得知：課程體驗確實可以影響到參與度、滿意度及購買意願，因此親子共學課程透過加入感官、情感、思考、行動、關聯等體驗行銷的策略，能使家長擁有良好的體驗與回憶，在親子間得到不可或缺的珍貴回憶而提升了滿意度，並願意購買後續課程。 The number of births in Taiwan's population has been declining year by year. The phenomenon of declining birth rates has caused parents to pay more and more attention to children's needs and education. As a result, the requirements for chil-dren's education courses, even school supplies, and various aspects are becoming higher and higher, and parents are more willing to spend money. Expenses are in sat-isfying children's preferences or developing good things. Therefore, this study mainly explores whether parents' participation in parent-child co-learning courses will affect their participation, satisfaction, and willingness to purchase. This research adopts the questionnaire survey method to collect data. The ques-tionnaires distribute online. Google's online form produces the online questionnaires and snowball methods use to facilitate sampling to assist the distribution on the In-ternet. The research sample data questionnaire collected a total of 385 valid samples. The collected data was analyzed through quantitative research and analysis, includ-ing narrative statistics, reliability, validity, correlation coefficients, multiple regres-sion, and it learn that the course experience can indeed affect participation. There-fore, parent-child sharing courses can enable parents to have good experiences and memories by adding experience marketing strategies such as senses, emotions, think-ing, actions, and associations and indispensable precious memories between parents and children. It improves satisfaction and is willing to purchase follow-up courses.
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