The influence of message framing of school pricing strategies on choosing school’s willingness of parents of sixth graders in elementary schools

• Main Authors: Kuo-hsi Chung, 鍾國璽
• Other Authors: Shueh-chin Ting
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/13470119848788527712

碩士 === 國立臺南大學 === 教育經營與管理研究所碩士班 === 101 === In the face of the pressure of the low birth rate, and promote school marketing imperative. Of this study is to explore school marketing pricing strategies, different message framing application in prospect theory to push pricing strategies, and whether there are different effects. This study design four pricing strategy experiments, each experiment to give the message is divided into the profits of the message as well as the loss of a message to every parent randomly assigned to different experimental situations which, in order to test the parents'' attitude towards risk. SPSS17.0 software into chi-square test of data collected by the experiment. The results of four experiments are displayed: 1. Parents accept Profits message framing experiment, most risk aversion, leading to its conservative strategy. 2. Parents to accept losses message framing experiment, most of the risks pursuit of the phenomenon, leading to a positive attitude of its strategy. Finally, the empirical results, the proposed conclusions of this study as well as practitioners, follow the relevant recommendations of the study.