| Summary: | 碩士 === 輔仁大學 === 應用統計學研究所 === 93 === With the popularization of higher education, it is not well educated again to graduate from university, the graduate institutes are just like the universities in the past, the universities are just like senior high schools in the past, master’s degree probably became the job hunters’ essential condition, the entering graduate institutes and taking lessons after school fashions are gradually shaping up in the universities.
The main purpose of this research is probing into whether there is difference of the consumer behaviorsamong different population statistics variables and market segmentations. Distributing samples according to the rates of cram schools market share and using Convenience Sampling aimed at the university students who were participating in cram schools at that time, then retrieving altogether 293 effective samples. First, probing into the consumer behaviors among different population statistics variables, and extrcting three factors from estimating standards index, then using Clustering Analyze to discriminate the customers as Entering a higher school-Oriented Cluster, Considering Completely Cluster, Seeking Feelings Cluster. This research conclusions and suggestions are as follows:
1. Different population statistics variables will cause the differences on university students’ participating motives, information sources, estimating standards, customer satisfaction, the wishes of continuing to participate in the same cram school and recommending other people.
2. Different market segmentations will cause the differences on university students’ participating motives, information sources and customer satisfaction.
3. Conserving the cram schools images and strengthening public praise are keys which the keepers should hold. Teachers and environmental quality of teaching are the factors that students pay attention to most. Besides, tuition and students’ rights and interests system depend on keepers estimating and setting up again.
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