| Summary: | 碩士 === 國立台灣體育學院 === 體育研究所 === 95 === The purposes of this study was to understand the consumer behavior of dance classes in Chuang Hua. The study subjects were the parents of the 211 students of Chuang Hua Dance Class. Questionnaire of dance class consumer behavior developed by the writer was used as the tool for carrying out the survey. Based on the information derived from the actual survey, and employing descriptive statistic, factor analysis, variant analysis, Duncan Verification methodology and verification, the following conclusions were drawn after data analysis via SAS 6.12 package software :（一）The parents of the study class were concentrated in the age bracket of 36-40 (29.9%); mostly above university education level (53.6%). Homemaker was the primary occupation claim (32.2%), and income level was mostly over NT$90,000(35.1%). The average age for their children’s starting dance lessons was around six; the average years of learning were one to two years. The main source of information was recommendation from teacher (26.1%).（二）the primary motives for the parents to have their children receive dance lessons were “physical and mental health”, “the need for love and sense of belonging”, “cognitive needs”.（三）The parents were more satisfied with “background of the establishment and fee”, and the main concern was “safety and security of the facilities”. In the aspects of faculty, the parents were more pleased with the “personal charm of the teachers”, and the main concern was the “teaching method”. Greater satisfaction in the area of course design and choice of teaching materials lies with “teaching evaluation”, and the main concern was the administrative staff’s “service attitude”.（四）The parents of different population statistical variants show significant variance in the degree of satisfaction and concern in terms of criteria for Chuang Hua Dance Class, faculty, course design and choice of teaching materials as well the administration’s service attitude.（五）The parents show significant variance in the degree of satisfaction and concern with the study class’ service.
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