A Study of Credibility of Typical Consumer Endorser of English Online Tutoring, English Learning Anxiety Moderated

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Project title

Code/計畫編號

MOST109-2410-H019-013

Translated Name/計畫中文名

英語線上家教典型消費者見證人可信度之研究，英語學習焦慮干擾效果

Project Coordinator/計畫主持人

Wen-Hung Wang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=13542574

Year

2020

Start date/計畫起

01-08-2020

Expected Completion/計畫迄

31-07-2021

Bugetid/研究經費

660千元

ResearchField/研究領域

管理科學

本研究建構於來源可信度理論、計畫行為理論、與品牌權益理論，旨在探究英語線上家教消費者對於典型消費者見證人代言英語線上家教服務的認知、態度與行為意圖間之關係。由於線上家教典型消費者見證人可信度對於線上家教學員購買該服務的態度與行為應存在高度的影響力，因此，本研究中納入外部構面「線上家教典型消費者見證人可信度」，並以之為計畫行為理論的前置因子。而除了計畫行為理論以外，本研究另提出兩大品牌行為模式，盼進一步驗證典型消費者見證人可信度對於線上家教消費者的品牌態度、品牌權益、品牌偏好與品牌可信度的影響。再者，「英語學習焦慮」是個高度影響學生進行英語學習的干擾因子，尤其是線上英語家教這種一對一、或一對多互動式家教服務而言，英語學習焦慮往往是窒礙學生選擇線上英語家教作為學習管道的重要因子之一。因此，除了探究典型消費者見證人對於線上英語家教的產品價值溝通效果，本研究另納入「英語學習焦慮」構面，探究其對於本研究概念模式所產生的干擾效果。透過對線上家教消費者採用線上家教影響因子的進一步研究與瞭解，盼有助於服務提供廠商設計更符合線上家教學員的產品/服務，以及更有效的廣告訊息傳遞管道與模式。Based on Source Credibility Theory, Theory of Planned Behavior (TBP), and Brand Equity Theory, this study aimed to investigate the relationship between the concumers’ perception, attitude and behavior intention of typical consumer endorser of online English tutoring service. This is the first study that integrated typical consumer endorser of online tutoring’s endorsing communication with endorser’s successful leaning experience, increasing learners’ English learning motivation, lessen learners’ English learning anxiety, further leading to ideal learning performance. Meanwhile, this study also included Brand Equity Theory to see if credibility of typical consumer endorser influence brand attitude, brand credibiliby, brand preference, and brand equity. The exogeneous construct “credibility of online tutoring endorser” was defined as antecedent of TPB, for it significant influence on learner’s attitude, intention and behavior to adopt online tutoring service. Meanwhile, for learners who treat English as foreign language, English Learning Anxiety is a crucial variable that influence the learning performance of English. Therefore, not only the incremental effects of typical consumer endorser has on online tutoring, but also the moderating effects of detrimental factor such as English Learning Anxiety were discussed in this study. Hopefully, service providers could find some helpful informations in tailore made a more customer oriented product service information communication and or celebrity endorsement model.

Keyword(s)

消費者見證人
線上家教
計畫行為理論
英語學習焦慮
品牌權益
Typical consumer endorser
online tutoring
theory of planned behavior
English learning anxiety
brand equity

DSpace CRIS

A Study of Credibility of Typical Consumer Endorser of English Online Tutoring, English Learning Anxiety Moderated

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