A Study of the Adoption of Social Marketing by “Teach for Taiwan” based on the Theory of Planned Behavior

• Main Authors: Ning-hui Cheng, 鄭甯徽
• Other Authors: An-Shou Cheng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6e75nn

碩士 === 國立中山大學 === 行銷傳播管理研究所 === 106 === Marketing master Philip Kotler brought forward the concept of "social marketing" in 1969. The ultimate goal of social marketing is to change people’s behavior via marketing methods, which in turn leads to positive changes in society. However, people are so complicated that the expression of their behavior is always the result of internal considerations and thoughts. Icek Ajzen proposed the Theory of Planned Behavior in 1991, believes that the human behavior is influenced by three factors: attitudes, subjective norms, and perceived behavior control. The theory is widely applied in the field of social marketing, and in order to figure out the factors behind how people accept or reject to change their behavior. Educational resource is distributed unequally in Taiwan, and the teaching human resource is particularly lacking in rural areas. However, Taiwan government is unable to solve this type of problem. The non-profit organization called “Teach for Taiwan” is committed to improving the educational difficulties Taiwan faces. Teach for Taiwan proposed 2-years teacher recruitment program in order to recruit willing young people and sent them into the elementary schools and the junior high schools that are in the official education system to be the teacher. This study is based on the perspective of social marketing and discusses the target audience of the organization how to make the decision to involve the program or not after they receiving the marketing messages. In addition, this study try to explore the reasons and the considerations behind their decision. This study uses the Theory of planned behavior as a framework for the conceptual analysis of abstract information, and interviews the participants and the non-participants of the 2-tears teacher recruitment program with in-depth interviews. Understand the target audience’s attitudes, subjective norms, and the perceived behavior, how to influences the context of behavior intent, and explore other reasons that may affect the participating behavior. The result of this study was found that the main reasons why people with intention decided not to involve the TFT program are because they consider the uncertainty of personal career development and other options to achieve the same purpose. On the other side, people who sign up the plan eventually because they think this occupation choice of the non-profit organization not only meets the pursuit of self-worth and the sense of mission but also meets the basic needs of life, therefore, the young willing people can remove all obstacles and devote themselves to the 2-years teacher program.