本研究旨在探討不同市場區隔之幼兒家長，包含地理區域變數與人口統計變數，在選擇就讀公立幼稚園之資訊使用、選擇內容及選擇影響因素之差異情形。主要研究方法以問卷調查法為主、訪談為輔，針對嘉義市350位就讀於公立幼稚園之幼兒家長進行施測。採敘述統計、t考驗、單因子變異數分析，進行資料分析。根據前述分析結果，歸納出以下結論： 一、幼兒家長在選擇就讀公幼時，「人員資訊」為資訊使用之主要考量。 二、幼兒家長在選擇就讀公幼時，「幼兒學習」、「教學方法」、「環境衛生」為主要的選擇內容。 三、幼兒家長在選擇就讀公幼時，「師資」、「收費」、「課程模式」為主要的選擇影響因素。 四、幼兒家長選擇就讀公幼，不同「學歷」、「家庭平均月收入」在資訊使用方面有所不同。 伍、不同「區域」、「性別」、「職業」之幼兒家長選擇就讀公幼，在選擇內容「環境衛生」與「幼兒學習」方面，有不同的考量。 六、不同「區域」、「職業」、「學歷」、「家庭平均月收入」之幼兒家長選擇就讀公幼，在選擇的影響因素「交通」與「收費」方面，其思考點不同，確實會有不同的考量。 最後，根據研究發現提出建議，供幼兒家長、公立幼稚園及教育主管機關參考。

The prupose of this sutdy was to explore how the parents in defferent marketing regions of regional variable and population variabel selected public kidergartens, including the issuess of the use of information, the contents, and the factors influecing the selection. Questionair survey and interviews were used in this study. The participatns were 350 parents whose children were studing in public kindergartens. Descriptve statcis, t-test, Anova were used for data canlysis. The results were as follows. 1. As for the information use, when parent decided to chose public kindengarten, they considered the staff information first. 2. As for the contents, when parent decided to chose public kindengarten, they considered the sanitary conditions first. 3. Teachers, fares, and curriculum modes were the main factors which infuluesced parents in chosing public kindengartens. 4. Parents with differents educational degrees and different average monthly incomes were different in information use. 5. Parents in different regions, genders, and jobs thought differently in considering the facors of sanitary conditions and young kid’s learning. 6. Parents in different regions, with different jobs and educational degrees, and average monthly income thought differently in staff and fares. Finally, based on the research findings, these recommendations are presented for parents, public kindergartens and education officials’ reference.