探討品牌價值與教學品質對於消費意願之影響─以兒童美語補習班為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53219

Title:	探討品牌價值與教學品質對於消費意願之影響─以兒童美語補習班為例 The Effect of Brand Value and Teaching Quality on the Purchasing Willingness: The Evidence from Children English Cram School
Authors:	許亞靜
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	品牌形象品牌知名度環境滿意度教學創新性消費意願 Brand image Brand value Environmental satisfaction Teaching innovation Consumer willingness
Date:	2023
Issue Date:	2024-03-14 11:24:39 (UTC+8)
Abstract:	本研究透過探討品牌價值與教學品質對於消費意願之影響以兒童美語補習班為例，提供給兒童美語補習班的業者之促進參考。而品牌價值又細分為品牌形象與品牌知名度，教學品質細分為環境滿意度與教學創新性這四個構面來探討消費者的消費意願，並加入教育負擔沉重程度作干擾變數。回收分析問卷313份有效問卷，研究結果顯示品牌形象、品牌知名度、環境滿意度、教學創新性對於消費意願具有正向顯著的影響，若提高品牌形象、品牌知名度、環境滿意度、教學創新性，將能夠提高消費者對於兒童美語補習班的消費意願。 This study examines the effects of brand value and teaching quality on consumer sentiment, using children's Mandarin tutorials as an example to provide promotional references for children's Mandarin tutorials. Brand value is further divided into brand image and brand awareness, while teaching quality is divided into four components: environmental satisfaction and pedagogical innovativeness, to explore consumers' willingness to consume, with the addition of educational affordability as a disturbing variable. With 313 valid questionnaires collected and analyzed, the study results show that brand image, brand awareness, environmental satisfaction, and pedagogical innovativeness positively and significantly affect consumer willingness. Improving brand image, awareness, environmental satisfaction, and pedagogical innovativeness can increase consumer willingness to spend money on children's Mandarin tutorials.
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