สารนิพนธ์พ.ศ. 2022

Sichuan service usage intention on private education and training institutions under the double reduction policy

ผู้จัดทำ: Zeng Chongjun
ระดับการศึกษา: ปริญญาโท
สาขาวิชา/กลุ่มสาขา: หลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการจัดการ
อาจารย์ที่ปรึกษา: Watt Mong Kwan Jacky, Pattama Roopsuwankun
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Abstract (English)

This study introduced the double reduction policy's effect to reduce the burden of primary and secondary students by reducing off-school training through private education and institutions in Sichuan. Although the implementation of this policy caused structural damage to private educational institutions, many parents were concerned that the new policy could reduce their children's opportunities without proper planning for extra learning. The purpose of this study was to analyze the current economic impact of consumer adoption intentions on educational and training institutions in Sichuan, to explore the influencing factors of perceived risk, attitude to use, perceived usefulness, perceived ease of use, teaching resources, and teaching renovation in parents' usage intention and attitude. 409 Sichuan parents returned questionnaires received through the online WeChat platform by random sampling in May 2022. The results showed all the influencing factors had significant impacts on usage intention and attitude toward the use of extra training for their children to strengthen their opportunities in the future. A further suggestion for improving the private education learning mode should also focus on usage, resources, and parents' attitude.