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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/128633


    Title: 私立幼兒園家長之認知價值對其持續選擇意願之影響：以期望確認理論為基礎
    The impact of perceived value of private pre-school parents on the intention of continuous select: expectation confirmation model
    Authors: 羅國誠
    Lo, Kuo-Cheng
    Contributors: 吳政達
    郭昭佑
    Wu, Cheng-Ta
    Kuo, Chao-Yu
    羅國誠
    Lo, Kuo-Cheng
    Keywords: 私立幼兒園
    家長
    期望確認
    認知價值
    滿意度
    持續選擇意願
    Private Preschool
    Parent
    Expectation confirmation
    Perceived value
    Satisfaction
    Repurchasing intention
    Date: 2019
    Issue Date: 2020-02-05 18:08:48 (UTC+8)
    Abstract: 本研究以期望確認理論(ECT)為基礎，旨在建構一個私立幼兒園家長的認知價值對其持續選擇意願影響的模型，期能完整解釋家長在選擇私立幼兒園時的期望與認知，而影響其對私立幼兒園的滿意度與持續選擇意願。探究重點包括私立幼兒園家長之期望確認、認知價值、滿意度對其持續選擇意願之間的關係，以及了解不同家長背景之差異。
    本研究工具依照理論發展，經專家問卷審查與預試分析後，編制成「私立幼兒園家長之期望確認、認知價值、滿意度對其持續選擇意願之影響」問卷。研究對象為新北市私立幼兒園家長，採立意抽樣，回收有效樣本411份。統計分析方法為描述性統計分析，驗證式因素分析(包括：一階測量模型、組成信度、收斂效度與區別效度)，以及結構方程模型(SEM)，以得到整合模型的路徑結構與預測能力；完成問卷分析統計後，邀請資深私立幼兒園園長進行質性訪談。透過量化統計與質化訪談，歸結研究結果與建議如下：
    一、期望確認理論模型之驗證結果成立。
    二、本研究模型之整體模型配適度指標，均達標準，顯示認知價值理論及期望確認理論適合作為私立幼兒園家長持續選擇私立幼兒園意願模型之理論基礎。
    三、認知價值在期望確認理論模型中之驗證結果成立，即私立幼兒園家長的期望確認與認知價值對其持續選擇意願有顯著正向影響
    四、透過各變項的中介效果分析，發現提升幼生家長對於私立幼兒園之滿意度，始能提高其持續選擇就讀該幼兒園之意願。
    五、私立幼兒園家長背景之差異分析：
    (一)有經過抽籤或面試等程序入園就讀的幼生家長，對於私立幼兒園的期望確認與認知價值程度較高。
    (二)不考慮轉讀公立幼兒園的家長對於私立幼兒園在期望確認、認知價值、滿意度與持續選擇意願的程度較高。
    (三)幼生母親相較其他親屬對於私立幼兒園有較高的認知價值。
    (四)家庭年所得越高者對於私立幼兒園有較高的期望確認。
    (五)幼生與雙親同住的家庭對於私立幼兒園有較高的期望確認。
    (六)透過親友介紹或網路搜尋幼兒園口碑的家長對於私立幼兒園在期望確認、認知價值、滿意度與持續選擇意願的程度較高。
    六、對實務層面之建議
    (一)對教育主管機關之建議：多元參與政策修訂過程、落實支持輔導服務系統、在準公共化幼兒園政策中請將私立幼兒園列為實質夥伴關係。
    (二)對私立幼兒園經營者之建議：宏觀掌握政策趨勢與市場變動、重視家長滿意度、優化親師互動關係、強化園所經營特色、掌握家長初始期望、持續滿足家長需求、同理家長教養限制、導入專業協助。
    (三)對幼生家長之建議：檢視自我盲點、確認教育價值、提升親職能力、多元期望確認、慎思幼兒認知、清楚幼教補助。
    七、對未來研究之建議
    (一)在幼生家長持續選擇幼兒園的決策過程中，不論是期望確認或認知價值，皆須透過滿意度進而影響家長的持續選擇意願，此實證結果可作為後續相關研究之重要參考。
    (二)幼生家長滿意度實為其持續選擇幼兒園就讀之關鍵因素，而滿意度是來自於家長對園所的信任度以及穩定的親師關係。
    (三)幼生家長滿意度之歸因，若家長認為是幼兒本身因素造成，即不會對園所的滿意度產生影響，但若是由園所造成，家長對園所的滿意度就會有所影響。
    (四)延伸研究時間軸線，建議收集幼生剛入園時與入園一年左右的家長考量因素與想法轉折，以清楚掌握幼生家長在選擇前後的變化情形。
    (五)建構衡量滿意度量表，由於滿意度對幼生家長的持續選擇幼兒園意願上具有極高的預測效果，以完整預測家長對於私立幼兒園的持續選擇意願。
    This study is based on the expectation confirmation theory (ECT), and aims to construct a model of the influence of the cognitive value of parents in private preschools on their willingness to continue to choose. This study hopes to thoroughly explain how the cognitive value and expectations of parents in private preschools influence their continuous choices and satisfaction toward private preschools. The focus of inquiry includes the relationship between the expectations of parents of private preschools, their cognitive value, and their willingness to continue to choose, as well as understanding the differences of different parents` backgrounds.
    This research tool was developed in accordance with theory. After the review of expert questionnaires and pre-test analysis, a questionnaire entitled “The Impact of Expectation Confirmation, Cognitive Value, and Satisfaction of Private preschool Parents on Their Consistent Choice Will” was compiled. The research object was the parents of private preschools in New Taipei City. The sample was taken intentionally and 411 valid samples were recovered. Statistical analysis methods are descriptive statistical analysis, validated factor analysis (including: first-order measurement models, composition reliability, convergence validity and discriminant validity), and structural equation model (SEM) to obtain the path structure of the integrated model and Prediction ability; after completing the questionnaire analysis and statistics, senior private preschool principals are invited to conduct qualitative interviews. Through quantitative statistics and qualitative interviews, the research results and recommendations are summarized as follows:
    1. Expect to verify the establishment of the expectation confirmation theoretical model.
    2. The overall model of this research model is equipped with suitable indicators, which all meet the standards, showing that the cognitive value theory and expectation confirmation theory are suitable as the theoretical basis for the private preschool parents` continuous choice of private preschool willingness model.
    3. The verification result of the cognitive value in the expectation confirmation theory model is valid, that is, the expectation confirmation and cognitive value of parents in private preschools have a significant positive impact on their willingness to continue to choose.
    4. Through the analysis of the intermediary effects of various variables, it was found that increasing the satisfaction of children’s parents with private preschools can only increase their willingness to continue to choose to attend the preschool.
    5. Analysis of differences in parents` backgrounds in private preschools:
    (1) Parents of young children who have entered the park through lottery or interviews have higher expectations and recognition of private preschools.
    (2) Parents who do not consider transferring to a public preschool have a higher degree of expectation confirmation, cognitive value, satisfaction, and willingness to continue to choose the private preschool.
    (3) Compared with other relatives, children’s mothers have higher cognitive value for private preschools.
    (4) Those with higher family incomes have higher expectations for private preschools.
    (5) Families with young children and parents have higher expectations for private preschools.
    (6) Parents who searched for preschools word of mouth through introductions from relatives and friends or online have a higher degree of expectation confirmation, cognitive value, satisfaction, and willingness to continue to choose for private preschools.
    6. Suggestions on practical aspect
    (1) Suggestions for the education authorities: Diversified participation in the policy revision process, implementation of a support counselling service system, and the inclusion of private preschools as a substantive partnership in the quasi-public preschool policy.
    (2) Suggestions for private preschool operators: macro-control of policy trends and market changes, attention to parental satisfaction, optimization of parent-teacher interactions, strengthening of the characteristics of the school`s operation, mastering of parents` initial expectations, continued satisfaction of parental needs, and sympathize with the limitation on parental education and introduce professional assistance.
    (3) Suggestions for parents of young children: review self-blind spots, confirm educational value, improve parenting ability, confirm multiple expectations, carefully consider children`s cognition, and understand early childhood education subsidies.
    7.Suggestions for future research
    (1) In the decision-making process of children’s parents` continuous choice of preschool, whether it is expectation confirmation or cognitive value, it is necessary to influence parents` continuous choice willingness through satisfaction, and this empirical result can be used as an important reference for subsequent related research.
    (2) The satisfaction of children’s parents is the key factor for their continued choice of preschool, and the satisfaction comes from the trust of parents in the preschool and the stable parent-teacher relationship.
    (3) The attribution of parental satisfaction of young children. If the parents believe that it is caused by children`s own factors, it will not affect the satisfaction of the preschool, but if it is caused by the preschool, parent`s satisfaction with the preschool will be somewhat different. influences.
    (4) Extending the research timeline, it is recommended to collect the parents` considerations and turning points when the young children enter the preschool and about one year after entering the preschool, in order to clearly understand the changes of the young parents before and after the choice.
    (5) Construct a scale for measuring satisfaction, because satisfaction has a very high predictive effect on the willingness of young children`s parents to choose a preschool, so as to fully predict the parents` willingness to choose a private preschool.
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    Description: 博士
    國立政治大學
    教育學系
    104152504
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104152504
    Data Type: thesis
    DOI: 10.6814/NCCU202000032
    Appears in Collections:[Department of Education] Theses

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