國小學童家長選擇住宿型夏令營之考慮因素及願付價格

Abstract

在當今少子化的趨勢下，家長對於孩子成長機會的選擇更為謹慎與重視，夏令營活動作為促進兒童全人發展的重要形式之一，近年持續展現市場普及性與需求潛力。本研究旨在探討影響家長為子女選擇參與住宿型夏令營之動機、考慮因素與願付價格之間的關聯。研究對象為居住於基北北桃生活圈之家長，以網路電子問卷調查蒐集資料，共回收有效樣本343份。經信效度檢驗後，採用描述性統計、T檢定、單因子變異數分析及逐步迴歸模型等統計方法進行資料分析。結果顯示，家長選擇住宿型夏令營時，主要動機集中於子女的身心健康發展、人際互動能力與獨立性培養等層面；考慮因素則以活動安全性、主辦單位合法性與場地合規性為優先。關於願付價格方面，家長對三天兩夜營隊的平均願付金額為新台幣5,561元，顯示多數家長對營隊價格有一定接受範圍。迴歸分析的結果顯示，家庭每月平均可支配所得為各項方案中較具解釋力的變項，家庭所得與願付價格呈現正向關係；此外，不同社經背景變項（家長年齡、孩子年級、家中孩子數量及居住地等）對願付價格也具有部分顯著影響，表示主辦單位應依據目標客群進行服務設計與市場定位。同時建議後續研究者可結合質性訪談，以更深入理解家長對於營隊教育價值的期待與真實考量，補足量化研究在心理層面與動機詮釋上的限制。In the context of a declining birth rate, parents have become more cautious and attentive when selecting developmental opportunities for their children. Summer camps, as an important approach to promote whole-person development, continue to show market popularity and potential. This study aimed to explore the relationships between parents’ motivation, consideration factors, and willingness to pay (WTP) for residential summer camps. The target population comprises parents residing in the Taipei metropolitan area, including Taipei, New Taipei, Keelung, and Taoyuan. Data were collected through an online questionnaire, yielding 343 valid responses. After testing for reliability and validity, the data were analyzed using descriptive statistics, t-tests, one-way ANOVA, and stepwise regression models.The results indicated that parents’ main motivations focused on their children’s physical and mental development, social interaction, and independence. Safety, organizer’s legality, and facility compliance were identified as the most important consideration factors. The average price parents were willing to pay for a three-day, two-night camp was NT$5,561, showing a clear range of price acceptance. Regression analysis revealed that average monthly disposable household income is a important predictor across various models, showing a positive relationship with WTP. Additionally, several socio-economic background variables significantly influenced WTP, implying that organizers should tailor their service designs and market positioning according to the target customer segments.This study also recommends that future researchers incorporate qualitative interviews to better capture parents’ expectations and real concerns regarding the educational value of summer camps. Such an approach can help address the limitations of quantitative research in interpreting psychological dimensions and underlying motivations.