| Summary: | 碩士 === 國立臺北教育大學 === 幼兒與家庭教育學系碩士班 === 97 === Abstract
Research based on cases study of three parents: one is planned to choose a public kindergarten; another one is planned to choose a private kindergarten; the last one is planed to re-select kindergarten. With the model of consumer decision making process to study that the idea of early childhood education and the concern of choosing kindergarten before parents make the educational choice, variety of factors which effect the decision of educational choice by parents, the reason and attitude regard to the selection of kindergarten after parents have make educational choice; through the above factors to explore the educational choice process of parents.
To achieve the purpose of the aforementioned, this research will be closely integrated the decision time of kindergarten parents, and use pre-interview outline as research tool to complete semi structure pattern interview. The data will be collected through the process and analysis to illustrate interpretive scheme to explain that the behavior and processes of parents in choosing a kindergarten.
According to the result, this research summed up 12 conclusions as follows:
1. Tuition, environment, teaching process, qualified teachers, quality of the other parents, and the type of kindergarten are the most effective factors in the decision-making of parents.
2. Information resource, personal situation, the kindergarten environment and marketing tactics are the effective factors in the decision-making of parents. The aforementioned factors are restrictions on personal preferences.
3. Parents dominated decision to choose kindergarten, the reality factors would become the crucial impact to parents.
4. Children affection and teaching performance will be the key factors to influence that parent’s expectation and feeling is consistent or not which before and after their children enter kindergarten.
5. After the preschool children entered kindergarten, the combination of parents’ negative feelings and special events will become the main reason that parents decided
to re-select kindergarten for their children.
6. Process of choose kindergarten will reflect choice behavior and personal connotation of parents.
7. Educational choice of parents is a dynamic process of psychological and actions. Perceptions of parents will be effected by those factors such as information and the actual situation.
8. Impact of the financial burden is a priority factor in the decision-making for parents.
9. Parents receive information of kindergarten from similar channels, but the key impact of message shows individual differences.
10. School district is the major restrictions for parents to choose public kindergarten. However, this restriction becomes the main advantage of private kindergarten.
11. Uncompleted information, the difference between early childhood education recipient with decision maker, and regional restrictions are the effective factors in the rational decision-making of parents.
12. Classification of consumer decision-making styles is suitable for explanation the educational choice behavior of parents; differences in the foregoing behavior also relate with the parents’ condition and their beliefs of the early childhood education.
Based on these results mentioned above, this researcher forwarded 12 proposals separately to parents, kindergarten staff, and educational supervisors.
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