A Study of Consumption Intention of Adult Education Cram School Industries from the Interactive Marketing

• Main Authors: Shiao An-Ti, 蕭安迪
• Other Authors: Liou Da-Ming
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/14511822196506316038

碩士 === 玄奘大學 === 國際企業學系碩士班 === 98 === In the past, most of the parents spent addition charge sending their children to clam schools after the formal education in order to help their children increase the enrollment rate. However, as the rising unemployment and job pressures presently, many people who would like to strengthen their competitiveness and develop a second skill actively also take courses in the clam schools. From this perspective, we can say that increasing enrollment rate is not the only reason for people to take the courses in the clam schools. In addition, the education is highly valued in Taiwan. It causes the education-related industries that compete against each other extremely. In such a competitive environment, how to attract the adult (potential) students and enhance their consumption intentions that promote their own knowledge and useful skills are worth discussing. The adult (potential) students in Chiayi City were used as the study population in this present research, with the interactive marketing as the independent variable, the consumption intention as the dependent variable, and the money attitude as the moderator variable. 297 questionnaires out of 400 were returned. The data were analyzed by a variety of statistical methods, such as descriptive statistic, factor analysis, reliability analysis, regression analysis, t-test and ANOVA, etc. The conclusions of this research are： 1.In the research, most of adult (potential) students were unmarried and with Bachelor's Degree. Their average monthly incomes are about twenty to sixty thousand New Taiwan Dollars. The majority of them are about 21~40 years old. Most of the adult (potential) students work on business or service industry. 2.The hypothesis that the adult education cram school’s interactive marketing has significant positive effect on Adult (potential) students’ consumption intention. 3.The hypothesis that the money attitude has mediator effects between the interactive marketing and the consumption intention is partially supported. 4.The hypothesis that there are outstanding differences of the adult (potential) students on the interactive marketing, the consumption intention, and the money attitude is partially supported. Finally, this summary takes the deep discussion with the conclusions and management implications of this research, and presents the concrete contributions and suggestions that can be referenced.