品牌形象影響學生選擇音樂補習班決策行為之研究-以台中市國中生為例

Abstract

近年來隨著國民所得增加、教育政策改革…等因素，使得「才藝」成為教育重要的一環，再加上廣告：「學音樂的小孩不會變壞。」促使學習音樂的學生愈來愈多，音樂補習班也成為校外學習音樂的重要場所。本研究希冀透過學生選擇音樂補習班的選擇行為，以了解針對音樂補習班的哪些評估準則為學生所重視，以及學生對於品牌形象的認知是否會影響其選擇音樂補習班類型。 本研究採EKB模型為研究架構，以音樂補習班之品牌形象、選擇動機、資訊來源、評估準則、以及學生基本資料等作為投入變數，透過選擇補習班的類型作為選擇行為之描述，探討之間是否有顯著差異。本研究所探討的音樂補習班分成兩類，一類為「私人企業化之音樂補習班」，包括：山葉音樂教室、河合音樂教室、朱宗慶打擊音樂教室、奧福音樂教室等四間分布於台灣較多之音樂補習班，其餘皆歸類為「私人個體經營之音樂補習班」；研究對象則為有參與過音樂補習班課程之台中市國中生。 研究結果顯示，音樂補習班之品牌形象、選擇動機、資訊來源、評估準則在選擇音樂補習班類型上皆有顯著差異。在品牌形象中，選擇企業化音樂補習班之學生對「品牌形象」重視程度高於選擇個體經營之音樂補習班的學生；在選擇動機中，選擇企業化之音樂補習班學生以「興趣」為主，其次為「增加競爭力」，而選擇個體經營補習班之學生以「興趣」為主，其次為「減輕課業壓力。」在資訊來源中，選擇企業化之音樂補習班學生以「親友介紹為主」，其次為「電視廣告」，選擇個體經營之補習班之學生，以「親友介紹為主」，其次為「個人經驗」及「宣傳單」；在評估準則中，選擇個體經營之音樂補習班的學生對「學費」、「便利性」重視程度高於選擇企業化音樂補習班的學生，而選擇企業化音樂補習班之學生對「課程安排」重視程度則高於個體經營之音樂補習班的學生。

With the increase in national income, education policy reform and other factors, making the “talent” to become an important part of education, and coupled with the ad “Kids who learn playing musical instruments won't turn bad” enabled students to learn music more, and musical cram school has also become an important place of learning music. Through studying the decision of students selecting musical cram school to understand students pay much attention on which assessment criteria of the musical cram school and students' awareness of the brand image will affect their choice on the type of musical cram school. This study bases on EKB model, taking musical cram school image brand, selection motive, sources of information, assessment criteria, as well as student information as input variables, through exploring the selection of the type of musical cram school, we can understand whether there are significant differences between these factors. This study categorizes musical cram school into two types, one for enterprise musical cram school, including: YAMAHA musical cram school, Kawai musical cram school, Ju Percussion music school, Orff musical cram school, and the rest are classified for personal musical tutorial, and this study chooses junior high school students who have attended musical course in cram school as the object. This study shows the differences in selecting the type of musical cram school between the brand image of musical cram school, selection motive, sources of information, and assessment criteria are significant. Among Brand image, the students selecting enterprise musical cram school pay much attention on brand image. Among selection motive, the majority of selection motive within the enterprise musical cram school students are interest, followed by improving competitiveness. And the majority of selection motive within personal musical tutorial are also interest, followed by reducing the academic pressure. Among sources of information, the enterprise musical cram school students are mainly introduced by relatives and friends, followed by TV commercial, and personal musical tutorial students are also mainly introduced by relatives and friends, followed by personal experience and leaflets. Among assessment criteria, the students selecting personal musical tutorial pay much attention on tuition and convenience, and the students selecting enterprise musical cram school pay much attention on curriculum.