成人學習心理因素、行銷策略滿意度與再購課程行為意圖研究-以e國際語言機構為例

Abstract

本研究目的為了解台灣成人學習者的學習心理因素、行銷策略滿意度及再購行為意圖的現況與關係，以成人學習者為對象，採用李克特問卷調查法，獲得有效問卷336份，並使用單因子變異數進行分析。期盼研究結果可以提供成人學習者、教師及英語補習班經營管理者參考。

The purpose of this study is to understand the relationship among the psychological factors, the satisfaction with marketing strategy and repurchase intentions of adult learners in Taiwan. The participants in this study were adult learners in one cram school and the analysis used Likert scale is based 336 valid samples. The statistical analysis method conducted in the study is one-way ANOVA. This study result is expected to propose some references for adult learners, adult teachers and the managers of English cram school.