平板電腦產品因素、品牌形象對中小學教師購買意願之影響

Abstract

數位學習越發盛行，意味透過行動載具與數位平台學習課程內容，不受距離與時間限制，將是未來教育趨勢。因此，攜帶式數位產品將成為師生必備的工具，影響消費者購買意願的因素成為重要議題。本研究以教育部之「推動中小學數位學習精進方案」為例，針對台灣國中小學教師為研究對象，探討平板電腦的產品因素、品牌形象對購買意願的影響，以期提供擬拓展教育市場的廠商做為產品設計與建立品牌的參考。 實證過程根據文獻設計問卷，並採用立意抽樣蒐集348份有效問卷，最後運用迴歸分析驗證研究假設。實證結果發現，產品因素對購買意願有顯著且正向的影響；品牌形象對購買意願有顯著且正向的影響。根據研究發現，建議廠商提高平板電腦電池容量、減少機體重量、提供更多教育加值方案與教育訓練，以提高產品規格以及品牌形象，進而增加教師們的購買意願。

As digital learning becomes more prevalent, learning through mobile devices and digital platforms without limitations of distance and time will be the future trend of education. Therefore, portable digital products will become essential tools for teachers and students, and the factors that influence consumer purchasing intention will become an important issue. This study uses the " Digital Learning Improvement Program " of the Ministry of Education as an example, and focuses on investigating the effects of tablet computer product factors and brand image on purchasing intentions among junior high school and elementary school teachers in Taiwan. The purpose is to provide reference for manufacturers who intend to expand into the education market regarding product design and brand building. Based on literature review to design a questionnaire, 348 valid responses were collected through convenience sampling. Finally, the research hypotheses were tested using regression analysis. The empirical results showed that product factors have a significant and positive impact on purchase intention, and brand image also has a significant and positive impact on purchase intention. Based on the findings, it is suggested that manufacturers should improve the battery capacity and reduce the weight of the tablet computer, provide more educational value-added solutions and training, in order to enhance the product specifications and brand image, and thus increase the purchasing intention of teachers.