| Summary: | 碩士 === 大同大學 === 資訊經營學系(所) === 106 === Explore the current trend of consumers (parents of students) using the Internet to sift through products, and select children want to study in a cram school. Therefore, we should study what the consumers are looking for in the content of the information they are interested in .In order to provide tutoring services. The institutional planning website publishes important elements of information content to meet the needs of consumers. At the same time, it establishes a good image for the supplementary education institution and improves the chances of asking the course. It helps to reverse the decline by using online marketing under the impact of low birthrate. .
The researcher used the survey method in thisstudy and developed questionnaire entitled. The subjects of this research were the parents. There were 263 amongst the mailed-back were effective. The study will distinguish five major facets: family background, online search motive, education concept, evaluation criteria, and willingness to ask. The education concept divides three sub-facets; the evaluation criteria subdivide two sub-facets to analyze .The collected data were analyzed by the statistics methods of Mean, Standard Deviation, One-Way ANOVA,Pearson Product-moment Correlation and Stepwise Multiple Regression.
The research found that：
1."Gender" and "educational" in "Family Background" have significant differences in each facet.
2.There is a significant correlation between the "Web Search Motivation" and the "Evaluation Criteria".
3.There is a significant correlation between the various aspects of the "educational concept" and the "evaluation criteria".
4.There are significant correlations between "evaluation criteria" and "inquiry willingness" at all levels.
5."Evaluation criteria" plays the mediating effect of "Web search motivation" and "educational concept" on "inquiry willingness".
6.The content of the publication that most affected the parents’ willingness to visit the class was the most significant influence on the “administrative” sub-topic of the “assessment criteria” facet.
Based on the results of the study, the parents of the students are asked to screen the cram school for their children's concerns, and they are used as references for the institutions for preparatory studies and relevant studies.
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