| Summary: | 碩士 === 國立高雄師範大學 === 成人教育研究所 === 101 === Abstract
This thesis is to study and discuss the relationship between the motivations and consuming behaviors of parents when making decision for their children attending academic coaching in the primary and junior high school level.
This study was conducted in Gangshan district of Kaohsiung city and targeted to parents of whom have children attending academic coaching in the primary and junior high school level. The designed surveys were sent out 582 copies and returned all of 582 copies. Amongst that there were 569 valid copies which made 97.8% valid return percentage. The surveys were designed base on various statistical analysis methods like Descriptive Statistic, Independent Sample T-Test, One Way ANOVA, Pearson Product Moment Correlation and Stepwise Regression Procedure, etc, and conclusions discovered are as below:
1. Motivations for parents to utilized the service are in the mid-high range of awareness.
2. Consuming behaviors for parents to utilized the service are in the high level awareness.
3. Motivations for utilized the service have significant differences when parents are in different gender, marital status, age, occupation and educational level; whereas the motivations for parents have little differences when in different family incomes and number of children.
4. Consuming behaviors for utilizing the service have significant differences when parents are in different gender, age, occupation and family incomes; whereas consuming behaviors for parents have very little differences when in different marital status, educational level and number of children.
5. There are relationship between motivations and consuming behaviors for parents.
6. Majority speaking motivations for using the service could predict consuming behaviors.
Base on above conclusions, I state recommendations as below:
A. Recommendations to the academic coaching facilities
1. To fit the requirement for the motivation of parents and satisfy the key consuming behavior.
2. To strengthen the structure of teaching materials.
3. To update and extend the teaching environment and the transportation for the service.
4. To fully utilize marketing management resource.
B. Recommendations to teachers
1. To self improve continuously and voluntarily.
2. Design the teaching materials for the need of students.
3. Instigate teaching skill in a lively way and to related to everyday life so it is moving towards to positive attitude and rewards.
C. Recommendations to parents
1. Gather enough information before choosing academic coaching center carefully.
2. Listening to student’s feedback after being in a coaching center.
D. Recommendations to students
1. Understand and knowing self expectation ,what one wants and the need for one self.
2. Understand your learning process at coaching center and provide any feedback appropriately.
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