| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 98 === There were many different types of teaching materials for children in our society,
but we did not know what performance and benefit they bring. In order to figure out
this field of motivation, this research not only discussed teaching material‘s industry
status but also to found out consumers‘ relationship of attributes-consequence-value
when early childhood teachers choose or bought teaching materials.
We interview 9 manufacturers randomly by phone. This part helped us to
understand what were manufacturers‘ research and development, designing of idea,
main functions, and how to deliver information between manufacturers and consumers.
About teachers‘ level, we interviewed 10 teachers to discuss their relationship of
attributes-consequence-value. This interview was constructed by laddering method.
In this research, we found that different attributions materials such as topic materials,
learning materials and daily life materials, all of these materials would lead to a
consequence which was helping to develop children‘s intelligence. The consequence
would continually satisfy consumers‘ internal requirement.
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