| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 90 === Taiwan’s economic had grown magically since 1980, and make Taiwanese got rich and had raised their life quality very quickly. According to that, people spend more and more money on their children’s education. On the other way, because of the revolution on education policy, children have to learn more to get better grades.
So that supplement schools do become the profitable business model and expand quickly in Taiwan. But all the previous studies not focus on the parents who actually paid the money for their children. According to that, the purposes of the study are to understand the consumer behavior of the parents who let their children attend supplement schools or institutes, to know further if the parents show significant variance in the degree of their consumer behavior (including the motives, the sources of information, and so on). And the EKB model is conducted as conceptual framework of this study.
The data is composed from the parents whose child is the student of the junior high or the elementary school, and it is collected by 4000 questionnaires and returned completely by 605 parents (about 15.1% response rate).
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