A Study on the Parental Purchase Intention of Educational Social Enterprise: A Case on Remedial Teaching

• Main Authors: CHANG, CHIH-YUN, 張芷芸
• Other Authors: LEE, CHIA-LING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/34uy3m

碩士 === 國立中正大學 === 會計與資訊科技研究所 === 104 === In the last decade, both of public and NPOs sectors pump more and more money into the field of “remedial teaching” to solve students’ low achievement, however, a lot of research findings discover that public sectors are ineffective and non-profit sector is lack of sustainable resource. Therefore, the main goal of this research is to explore the development possibility of “educational social enterprise”, which pursue the dual mission of “social purpose” and “financial sustainability”. This research starts from interviewing the non-profit sector management, then summary the type and characteristic of educational social enterprise and develop the questionnaire of parental purchase intention and divide into three level of price. The survey conduct with the 1,201 parents of elementary school fifth grade and sixth grade student in Chiayi city. With a total of 541 valid questionnaires collected. Major findings are: (1) The type includes work integration social enterprises (WISE) and community development enterprise. (2) Parental ranking: individual teaching, learning quality, small class, feedback to non-profit sector and trained community resident as a teacher. (3) Family type is significant difference to perceived risk. Family income, expense, education, job and the participation of talent class are significant difference to perceived price. The participation of after-school class is significant difference to purchase intention. The participation of cram school and talent class are significant difference to perceived brand. (4) At three level of price, perceived brand and perceived value are positively correlated with purchase intention, perceived brand is positively correlated with perceived value, but perceived price is negatively correlated with perceived value. However, at low level of price, perceived price is negatively correlated with perceived brand.