| 摘要: | 根據過去的研究，探討場地依賴知覺學習對學習成效和表現影響，多以實體教學環境為資料收集情境為主，而非虛擬教學環境，且欠缺從場地依賴消費者的角度來探討再購意願的影響因素。 為此，本研究以場地依賴為觀點，探討場地依賴知覺學習消費者是否因場地的正面情感連結所產生之場地依附，而在使用線上語言學習平台時，對再購意願有所提升。因此，本研究的動機是探討場地依賴與再購意願之關係。此外，另一個動機是以滿意度作為中介變數，以了解場地依賴會影響到滿意度，而滿意度會影響到再購意願中介效果。
本研究以補教業作為研究產業，研究之受訪對象為參與過線上語學習平台的消費族群，資料收集工具為結構式問卷，有效問卷為250份。研究分析結果發現，在控制變數主觀規範的影響下，場地依賴與滿意度、滿意度與再購意願、場地依賴與再購意願呈顯著正相關，滿意度中介變數對場地依賴與再購意願亦有顯著影響，符合研究之假說。此一研究結果提供了行銷人員重要之管理意涵與未來研究建議。
Based on literature research, this paper explores the influence of field-dependent characteristics on learning effectiveness and performance in perceptual learning. In most of the literature reviews, the data gathered in the physical teaching environment is the main data collection situation, rather than the virtual teaching environment, and there is a lack of exploring the influencing factors of repurchase intention from the per-spective of field-dependent consumers. Accordingly, this study takes the field-dependence as the point of view, and figures out whether field- dependence per-ception learning consumers are more willing to repurchase when they use the online language learning platform because of field attachment caused by the positive emotional connection to the field. In addition, the motivation of this study is to investigate the relationship between field-dependence and repurchase intention. As a consequence, this study further uses satisfaction as a mediating variable, and dealing profoundly field-dependence not only affects satisfaction, but also affects the mediating effect of repurchase intention.
This study takes remedial education as the research industry. The respondents in the research are consumer groups who have participated in online language learning platforms. The data collection tool is structured questionnaires, and there are 300 valid questionnaires.
As a result, this research analysis shows that under the influence of subjective norm as a control variable, there is a significant positive correlation between field de-pendence and satisfaction, satisfaction and repurchase intention, field dependence and repurchase intention. Hence, the satisfaction as mediating variable has a significant positive correlation with both field dependence and repurchase intention. In conclusion, this study fits the research hypothesis and provides important managerial implications for marketers, as well as recommendations for future research. |
