How Parents Perceived the Tutoring Education-A Study in Taiwan

DOI

10.2991/assehr.k.210915.034How to use a DOI?

Keywords

Tutoring education, Theory of planned behavior, Public education policy

Abstract

This study explores how parents perceive and accept the tutoring education by drawing on the Theory of Planned Behavior (TPB). It proposed a model illustrating how parents of junior high school students are affected from attitude, subjective norms, perceived behavior control and perceived public education policy changed. An online survey was implemented in Taiwan to collect data and PLS-SEM was used to check the validated data and analysis the model. The results contribute that the four independent variables, “attitude toward behavior”, “subjective norm”, “perceived behavior control”, and “perceived public education policy change”, can promote the parents’ behavioral intention to accept tutoring educations. Tutoring industries are suggested to employ corresponding business strategy to effectively manage customer’s intention and relationship.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Gwo-Hau Ding
AU  - Chiou-Fong Wei
AU  - Chien-Cheng Lin
PY  - 2021
DA  - 2021/09/16
TI  - How Parents Perceived the Tutoring Education-A Study in Taiwan
BT  - Proceedings of the 2021 International Conference on Modern Management and Education Research (MMER 2021)
PB  - Atlantis Press
SP  - 148
EP  - 151
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210915.034
DO  - 10.2991/assehr.k.210915.034
ID  - Ding2021
ER  -