The Study on Purchasing Behavior in Cram School

• Main Authors: Mei-Jung Lee, 李美蓉
• Other Authors: Ben-Zhe Liao
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/43fa56

碩士 === 中原大學 === 企業管理研究所 === 103 === Cram school is the necessary education system in Taiwan. Parents and students are under high pressure due to the traditional culture of well-educated value and the rapid changes of the National education policies. Cram school system is another non-official channel for parents to consult with . Facing the impact of the National compulsory twelve-year-education policy, this research will inquire whether parents purchasing behavior is subjected to the two variables: consciousness risk and herd behavior. Besides, through the Perspective of Regulatory Focus Theory, parents are arranged according to promotion focus and prevention focus, via questionnaire to get data for further analysis. In this study, we used SPSS statistic software, descriptive statistics, reliability analysis and regressive analysis to send 200 questionnaires (feedback 180 effective ones). The research result: judging from purchasing behavior of cram school courses, parents are slightly affected by the reform of the National compulsory twelve-year-education policy. The major factor on parents’ consumption of cram school courses is to make their children fully aware of what they’re learning now. In other words, parents hope their children can totally understand the knowledge and get well-educated truly. So, the cram schools have to develop various courses, not just be confused by the rapid changing education reforms or driven by the government. The influence of herd behavior has a great effect upon the purchasing behavior. Parents will not purchase the product if the mass of public opinion is negative. Public praise from friends and relatives is a matter of concern. Based on the findings, it shows that the corporate image and business strategy for the operation of the cram school count on the factors, such as learning philosophy, learning environment, courses, and even the atmosphere of classroom. These factors are far more important than the amount of tuition. With the perspective of Regulatory Focus Theory, promotive and preventive parents are interfered partially. The factor of Regulatory Focus does affect consciousness risk, but the factor of herd behavior doesn’t. Besides, the factor of consciousness risk doesn’t affect the promotive parents obviously, but the factor of herd behavior does. Preventive parents are apparently under the influence of the both factors of consciousness risk and herd behavior. This research shows while conferring with preventive parents on the courses of cram school, from the perspective of consciousness risk, to deal with the uncertainty and insecurity of the National compulsory twelve-year-education policy, proprietors can convince those parents to purchase the course and service of cram school.