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題名：在職學習者選擇網路管理碩士學程的偏好結構與市場區隔分析
書刊名：交大管理學報
作者：黃俊閎 引用關係
作者(外文)：Huang, Chun-hung
出版日期：2002
卷期：22:2
頁次：頁109-142
主題關鍵詞：網路管理碩士學程；屬性；偏好結構；聯合分析；市場區隔；VMBA programs；Attributes；Preference structure；Conjoint analysis；Market segmentation
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管理碩士(MBA)學位常被視為個人職場生涯中取得競爭勢的重要條件，也因此而讓許多在職者趨之若騖。但是由於傳統課堂上的教育型態無法滿足兼顧工作的需求，也使得有心進修者望而卻步。近國內外興起以網際網路為基礎的雐擬教育(virtual education)則變寫了在職進修模式的新頁。本研究結合了過去行銷領域中經常使用的新產品開發概念，嘗試瞭解在職進修者對於這類網路企管碩士學程(Virtual MBA, VMBA)的選擇決策，並做為市場區隔的依據。我們首先篩選了七種網路企管碩士學程屬性，並且進一步利用聯合斤(conjoint Analysis)找出在職進修者的偏好結構，皆析結果顯示全體受試者偏好的前三個屬性即佔了近七成的重視程度，分別是師資的實務能力、學位能否被教育部採認、以及學校的聲譽。另外，本園究也透過集群分析(Cluster Analysis)劃分在職學習者，並得到分別代表著強調師資實務能力、師資實務與學校聲譽、以及文憑等三個區隔。最後，本研究並提出實務與理論等方面之意涵與建議。
MBA, as a degree, has been considered an important element in enhancing the competitive advantages of an individual’s career development, thus attracting many employed-learners. The traditional full-time educational packages, however, make it impossible for employed-learners to study and work at the same time. Recently, the internet-based long-distance, on-line virtual educational has brought new changes into education for busy employed learners, especially MBA programs. This study, by integrating the common new product development concepts in marketing fields, attempts to explore the employed-learners’ decision-making on choosing these VMBA programs, and further takes the findings as a basis for market segmentation. We first select seven VMBA program attributes, and then formulate these learners’ preference structure by using conjoint analysis. The results indicate that the first three most impotent attributes chosen by subjects account for almost evenly percent of the overall importance. These three attributes are instructors; real-world experience, the legal identity of the MBA degree, and the reputation of the school. In addition, this study also classifies employed learners using cluster analysis and finds three clusters representing emphasis on instructors’ real-world capability, instructors’ practical experiences and school reputation, and degree. Finally, the researcher proposes implications and suggestions in both theory and practice.
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學位論文
1.王仕茹(1999)。整合層級貝氏聯合區隔與定位分析模式：來源國效應評價、品牌權益衡量與新產品設計之應用(博士論文)。國立臺灣大學。new window  延伸查詢new window
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圖書
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其他
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圖書論文
1.Uzawa, H.(1960)。Preference and Rational Choice in the Theory of Consumption。Mathematical Methods in the Social Sciences。Stanford：Stanford University Press。  new window
 
 
 
 
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