| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 97 === The theme of this study is the key factors for students to choose the cram schools.We explore the major classes of academic considerations, aimed at a better un-derstanding of different family backgrounds, different geographic regions of the stu-dents taking part in the motivation, information sources, and assessment criteria the importance of differences in the extent of further education for providing the industry to develop marketing strategies as a reference.
In this study, academic classes to participate in the Taichung area of the country, three students for the survey, And the questionnaire as the main research tool. Issued a total of 580 questionnaires, 552 were recovered, tick In addition to 52 invalid question-naires, a total of 500 valid questionnaires, the effective rate of 86.21 percent question-naire. SPSS statistical software package for data analysis, led to the following conclu-sions:
First, the motivation to participate ： Generally speaking, the motivation for stu-dents to participate in classes, the first three are: 1. Positiveness, 2. Conform to their elders, 3. Peer factors.
Second, the message source. Overall, the first three which students get the informa-tion from are：1. Interpersonal channels, 2. Take the initiative to search for, 3. Industry marketing.
Third, the assessment criteria：Overall, the assessment criteria for students to choose classes for paying great attention to the first three were: 1. Teacher Quality, 2. Environmental safety, 3. Administrative services.
Fourth, the students from different family backgrounds and in different geographic regions are partly significantly different in motivations to participate, the sources of in-formation, and assessment criteria.
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