影響國小教師對教科書的再購意願之因素：社會交換理論及交易成本理論的觀點   免費試閱

Factors Influencing Elementary School Teachers’ Textbook Repurchase Intention: The Perspective of Social Exchange Theory and Transaction Cost Theory

本研究旨在以「社會交換理論」及「交易成本理論」為基礎，探討在國小教科書市場中，教師及教科書出版商的買賣關係對教師再購意願的影響。以臺南縣市、高雄縣市公立國民小學教師為研究母群，以分層隨機抽樣方式獲取405位有效樣本，以描述性統計及強迫進入多元迴歸分析法進行資料分析。本研究發現：一、情感因素中，教科書出版商所展現之吸引力、可信度及與教師間之關係可以提升教師的教科書再購意願；二、經濟因素中，教科書出版商發展特殊的品牌資產有助於提升教師對教科書的再購意願；然而，教科書出版商在產品品質與服務品質上的不穩定卻有不利的影響。

The objective of this study is employing social exchange theory and transaction cost theory to explore, in a textbook market of elementary schools, the influence of buyer-seller relationship between teacher and textbook publisher on teacher’s textbook repurchase intention. This study takes the teachers of elementary schools in Tainan and Kaohsiung County and City as research population and gets 405 effective samples by stratified random sampling. Descriptive statistics and multiple regression analysis by enter method are used to analyze data. The findings are: 1. in the affective factor, attraction, believability and guanxi with teacher which textbook publisher shows can enhance teacher’s textbook repurchase intention; 2. in the economical factor, specific brand asset which textbook publisher develops is beneficial to enhance teacher’s textbook repurchase intention; however, unstable product quality and service quality have unfavorable influence.