私立幼兒園家長滿意度、轉換障礙與轉學意願之關係研究

A Study of the Relationships among Parent Satisfaction, Switching Barrier and Switching Intention

10.29841/STUTJHSS.201111.0002

林言同(Yen-Tung Lin)

滿意度 ； 轉換意願 ； 轉換障礙 ； 慣性 ； parent satisfaction ； switching intention ； switching barrier ； inertia

南台人文社會學報

6期（2011 / 11 / 01）

29 - 57

繁體中文

在少子化、家長選擇權與品質意識提升的幼教競爭性市場中，消費者的轉換行為對幼兒園具有關鍵性的影響力，本研究主要以私立幼兒園為研究對象，選取臺南地區三所私立幼兒園發放調查問卷，有效回收問卷212份，以探討家長滿意度與轉學意願的關係，並運用轉換障礙為干擾變數，分析其對家長滿意度與轉學意願之間的干擾情形，與對轉學意願的影響關係。本研究結果發現，家長滿意度對轉換意願有負向的直接效果，且轉換障礙對轉換意願也呈現負向影響，意即家長滿意度和轉換障礙越高，家長越傾向留在原本的幼稚園。另一方面，轉換障礙、慣性對滿意度與轉換意願之間則無顯著性的調節作用。據此，本研究提出相關建議，以供提升幼兒園競爭力及未來研究之參考。

In the education competitive market, switching behaviors have great influences on private kindergarten management and administration. The purposes of this study are 1) to explore the relationships among parent satisfaction switching intention, and switching barriers and parent satisfaction; 2) the moderating effects on switching barriers between parent satisfaction and switching intention in private kindergarten. The findings of this study show that parents who have more satisfaction are likely to have lower switching intention, and there are inverse relationships between switching barriers and switching intention. That is, when parents have high satisfaction and switching barriers, they tend to stay in the original kindergarten. On the other hand, switching barriers have no significant moderating effects between parent satisfaction and switching intention. Finally, the study also proposes relevant suggestions for kindergarten management and further research.

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