How Parents Perceived the Tutoring Education-A Study in Taiwan

Abstract

This study explores how parents perceive and accept the tutoring education by drawing on the Theory of Planned Behavior (TPB). It proposed a model illustrating how parents of junior high school students are affected from attitude, subjective norms, perceived behavior control and perceived public education policy changed. An online survey was implemented in Taiwan to collect data and PLS-SEM was used to check the validated data and analysis the model. The results contribute that the four independent variables, "attitude toward behavior", "subjective norm", "perceived behavior control", and "perceived public education policy change", can promote the parents’ behavioral intention to accept tutoring educations. Tutoring industries are suggested to employ corresponding business strategy to effectively manage customer’s intention and relationship.