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논문검색

Distance Continuing Education Learners’ Selection Attribute of an Academic Institution and Market Segmentation According to Learner Demand

초록

영어

The purpose of this study is to develop a scale for measuring the “selective attributes” or characteristics that influence distance continuing education learners’ decision-making in selecting an academic institution; it also presents practical implications for marketing by estimating how the factors that are classified through factor analysis form clusters. As a result of the exploratory factor analysis to develop a scale for measuring the selective attributes which that are influential factors in selecting an academic institution, the attributes were categorized as “academic curriculum and convenience of facilities,” “ease of obtaining the degree,” “faculty and course quality,” and “tuition discount and scholarship.” As a result of the cluster analysis using factor scores, cluster types were classified as “tuition and scholarship group,” “diverse purpose group,” and “academic curriculum and convenience of facilities group.” Multivariate analysis of variance (MANOVA) was performed to verify the validity of the cluster types, and each cluster was determined to carry statistical significance.

목차

Abstract
 1. Introduction
 2. Previous Research
 3. Research Model and Design
 4. Result
 5. Discussion
 References

저자정보

  • Sun Young, Chang General Education, Namseoul University, Seonghwan-eup, Seobuk-gu, Cheonan-si, Chungcheongnam-do, Korea
  • Seung-gil, Lee Tourism Management, Namseoul University, Seonghwan-eup, Seobuk-gu, Cheonan-si, Chungcheongnam-do, Korea

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