Analysis of Relationships between Textbook’s Quality of Elementary School and Elective Members’ Adoptive Intentions- The Cases Study on Taoyuan County

• Main Authors: YANG HUI CHING, 楊惠卿
• Other Authors: 施錦村教授
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/46915726270899913301

碩士 === 開南大學 === 企業與創業管理學系 === 98 === Abstract Ministry of education executed to diversify the production of textbook in elementary schools since 2002. This has a commercial dimension to the education process. This research explores the influence the products have on consumer behavior. There were two factors regarding textbook selection considerations. They were hardware quality and software quality. Hardware quality includes physical-related attribute and context-related attribute. Software quality includes using-related attribute and publication-related attribute. The research takes the teachers of elementary schools in Taoyuan County as samples and conducts a question survey by systematic sampling. The valid return rate is 83.7％. Structural equation modeling (SEM) was employed the relationship among quality of textbook ,teachers’ satisfaction , and adoptive intentions. The main results are as follows: (1) There is a positive correlation between quality of textbook and teacher satisfaction. (2) There is a positive correlation between teacher satisfaction and behavior intentions. (3) There is a positive correlation between hardware quality of textbook and behavior intentions. (4) There is a negative correlation between software quality of textbook and behavior intentions. The results can provide concrete suggestions for the educational units, publishers and future research. Keyword: Textbook、Quality、Customer Satisfaction、 Adoptive Intentions