| Summary: | 碩士 === 健行科技大學 === 企業管理系碩士班 === 103 === The purpose of this study is to understand the parents of elementary school students from Zhongli Districts to choose English cram school. and explore the motivation for children to choose and evaluate the after-school English institute conditions. Investigating the motivation of parents from different Socioeconomic Status to choose the after-school English institute for their children and evaluate the ensuing differences. Through descriptive statistics and dependent samples, independent samples of one way analysis of variance and other statistical inference methods of analysis, hoping to be able to provide up to teach English cram school to understand the characteristics of the consumer market, and As a reference to the government. The method of this study is to adapt the questionnaire survey for parents of elementary school students from Zhongli Districts as samples. There are total 400 questionnaires be sent and 370 are valid in retrieved data. (with a 92.5% valid percentage). The results of this study are as following:
一、Analyzing the most important motivation of parental decision from Zhongli District Taoyuan City :
1.Most parents'' motivation level of primary school students are parents'' expectations, children''s capacity for learning and children''s interest .
2.Low educational level of parents emphasize on on academic factors, family factors and parental expectations.
3.Low-income parents more emphasize on family factors.
二、Analyzing the most important factors of parental choice about after-school English cram school to evaluate the condition from Zhongli District Taoyuan City :
1.legal and safety, the environment and other equipment are most important.
2.Parents of families with more members emphasize on price and promotions.
3.The high education level of parents emphasize on the quality of teachers and their teaching ability.
4.High monthly income parents, teachers and more emphasis on the quality of teachers and their teaching ability.
5.Low monthly income parents emphasize on price and promotions.
三、The survey that the type parents choose the most is the cram school which combines after-school care with English teaching program And the most of parents will willing to pay the tuition which the after-school English cram school need for month was less than＄6000.
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