華測入門級數位課程學習滿意度與行銷策略擬定之研究－以越南學生為例

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Title:	華測入門級數位課程學習滿意度與行銷策略擬定之研究－以越南學生為例 A Study on Satisfaction and Marketing Strategy Formulation for TOCFL Level 1 Online Course: A Case of Vietnamese Students
Authors:	黃昕婷 HUANG, HSIN-TING
Contributors:	企業管理系李冠穎;楊佩梅 LEE, KUAN-YIN;YANG, PEI-MEI
Keywords:	華測入門級數位課程;越南學生;學習滿意度;口碑傳播;數位學習;行銷策略 TOCFL Level 1 Online Course;Vietnamese Students;Learning Satisfaction;Word-of-Mouth Communication;Online Learning;Marketing Strategy
Date:	2025-02-27
Issue Date:	2025-04-08 10:34:04 (UTC+8)
Abstract:	本研究旨在探討越南學生對華測入門級數位課程的學習滿意度及其對口碑傳播的影響。研究採用問卷調查法和半結構式訪談法，以在 ewant 育網開放教育平台修習華測入門級數位課程的越南學生為對象，共回收54份有效問卷，並進行描述性統計及迴歸分析，了解各互動構面對口碑傳播的影響，並選取12名學生進行個別訪談。研究結果顯示，數位課程的學習滿意度主要受到學習者與內容互動、學習者與教師互動及學習者與科技互動三個構面的影響。其中，學習者與內容互動及學習者與科技互動對口碑傳播有顯著正向影響，而學習者與教師互動則因互動形式的局限，對口碑傳播無顯著影響。根據調查結果，本研究提出針對越南學生的行銷策略，包括精確市場區隔、加強通路推廣、增強師生即時互動和提供技術支持，以吸引更多越南學生參與並提升課程知名度。 This study aims to investigate the learning satisfaction of Vietnamese students with the TOCFL Level 1 online course and its impact on word-of-mouth communication. The research adopts a questionnaire survey and semi-structured interview method, targeting Vietnamese students enrolled in the TOCFL Level 1 online course on the ewant Open Education Platform. A total of 54 valid questionnaires were collected and subjected to descriptive statistics and regression analysis to understand the impact of various interaction dimensions on word-of-mouth communication. Additionally, 12 students were selected for individual interviews. The results indicate that learning satisfaction with the online course is mainly influenced by three interaction dimensions: learner-content interaction, learner-teacher interaction, and learner-technology interaction. Among these, learner-content interaction and learner-technology interaction have a significant positive impact on word-of-mouth communication, while learner-teacher interaction has no significant impact due to the limitations of interaction forms. Based on the survey results, this study proposes marketing strategies for Vietnamese students, including precise market segmentation, enhanced channel promotion, strengthened real-time teacher-student interaction, and provision of technical support to attract more Vietnamese students and enhance course visibility.
Appears in Collections:	[企業管理系] 博碩士論文

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