Publication:

舞蹈補習班消費者行為之研究-以彰化地區為例

本研究旨在瞭解彰化地區舞蹈補習班的消費者行為之相關。以彰化地區舞蹈補習班211位學生之家長為研究對象，以引用陳學綿(2001)之『才藝班消費者行為之研究』量表為『彰化地區舞蹈補習班消費行為之研究問卷』為研究工具，進行問卷調查。根據實際調查所得資料，回收資料以統計套裝軟體SPSS 10.0執行，採用描述性統計、t考驗、單因子變異數及Scheffe事後比較等統計分析。經分析討論獲得以下結論：（一）彰化地區舞蹈補習班家長年齡集中在36-40歲(29.9%)，高中以上居多(53.6%)，職業以家管居多(32.2%)，收入則多在90000元以上(37.0%)。平均子女學舞的年齡約在六歲，平均學舞的年數為一至二年(35.1%)，主要訊息來源為『老師推薦』(26.1%)。（二）家長讓子女學習舞蹈的主要動機為『身心健康需求』。（三）家長對於舞蹈補習班之考量因素較為滿意的為『舞蹈班之背景與費用』而其重視的為『設備的安全性』；師資部份則以『教師魅力』較為滿意，重視授課教師的『教學的方法』；課程設計與教材選取較為滿意的為『教學評鑑』；以及十分重視行政服務人員的『服務態度』、『整體的環境』。（四）不同人口統計變項的學生家長對於彰化地區舞蹈補習班的考量因素、師資、課程設計與教材選取、行政服務人員的滿意度和重視程度有顯著差異。（五）家長對於彰化地區舞蹈補習班服務的滿意度和需求的重視程度有顯著差異。

The purposes of this study was to understand the consumer behavior of dance classes in Chuang Hua. The study subjects were the parents of the 211 students of Chuang Hua Dance Class. Questionnaire of dance class consumer behavior developed by the writer was used as the tool for carrying out the survey. Based on the information derived from the actual survey, and employing descriptive statistic, factor analysis, variant analysis, Duncan Verification methodology and verification, the following conclusions were drawn after data analysis via SAS 6.12 package software :（一）The parents of the study class were concentrated in the age bracket of 36-40 (29.9%); mostly above university education level (53.6%). Homemaker was the primary occupation claim (32.2%), and income level was mostly over NT$90,000(35.1%). The average age for their children’s starting dance lessons was around six; the average years of learning were one to two years. The main source of information was recommendation from teacher (26.1%).（二）the primary motives for the parents to have their children receive dance lessons were “physical and mental health”, “the need for love and sense of belonging”, “cognitive needs”.（三）The parents were more satisfied with “background of the establishment and fee”, and the main concern was “safety and security of the facilities”. In the aspects of faculty, the parents were more pleased with the “personal charm of the teachers”, and the main concern was the “teaching method”. Greater satisfaction in the area of course design and choice of teaching materials lies with “teaching evaluation”, and the main concern was the administrative staff’s “service attitude”.（四）The parents of different population statistical variants show significant variance in the degree of satisfaction and concern in terms of criteria for Chuang Hua Dance Class, faculty, course design and choice of teaching materials as well the administration’s service attitude.（五）The parents show significant variance in the degree of satisfaction and concern with the study class’ service.