線上家教平台的教學服務提供者之個人品牌打造研究：以 AmazingTalker 為例

Abstract

本研究以線上家教平台AmazingTalker為例，探討平台上教學服務提供者（老師）的個人品牌建立過程。在數位時代，教育工作者有更多機會展示專業知識並培養個人品牌。本研究分析個人語言教育服務提供者在現今線上家教平台面臨的挑戰和應對策略，並建議合適的專業技能。本文首先回顧品牌理論及個人品牌的概念與發展，並討論個人品牌在數位時代及教育產業中的演變。研究採用質性資料收集方法，對AmazingTalker平台的台籍與外籍英語教師進行半結構化深度訪談，並整合二手資料得出結論。研究發現，教師應聚焦自身專長和目標學生群體，並調整個人頁面以符合平台演算法要求。試聽課是吸引學生的關鍵，儘管費用較低，教師應全力設計吸引人的內容。平台的導師制度對新手老師有建設性幫助，受訪者提到平台佣金制度影響，但實質意義在於平台希望教師能長期穩定發展。平台提供行政支持與大量導流服務，幫助教師在平台上建立個人品牌。研究提出實務建議，期望對未來相關研究與發展有所助益。

This study explores personal brand building for teachers on the online tutoring platform AmazingTalker. In the digital age, educators have more opportunities to showcase their expertise and build personal brands. The research examines challenges faced by language education service providers on online tutoring platforms and strategies to address these challenges, supplementing necessary professional skills. The study reviews brand theory, the concept and development of personal branding, and its evolution in the digital age within the education industry. However, there is a lack of specialized research on personal brand building specifically for "online teachers," including the initial creation process, client interaction impact, and necessary skills. The study uses qualitative methods, conducting semi-structured in-depth interviews with Taiwanese and English native teachers from AmazingTalker. Secondary data collection is also employed to derive findings. Key findings indicate that teachers should focus on their expertise and target student groups, adjusting personal introduction pages to meet platform algorithm requirements. Trial lessons, although often low-priced, are crucial for converting students to official enrollment and should be designed to be appealing. The platform's mentorship program assists new teachers in establishing their brands. Despite complaints about the platform's commission mechanism, it aims to foster long-term, stable teacher development. Administrative support and substantial traffic services from the platform help teachers sustainably develop their personal brands. The study concludes with practical recommendations for future research and development.