Embracing the E-era: Constructing internet marketing strategies and practices in teacher education departments

    研究成果: 雜誌貢獻文章同行評審

    摘要

    This research uses confirmation factor analysis both to construct a measurement model of Internet marketing strategies and to conduct an importance-performance analysis to examine how teacher education departments provide such strategies. The unit of analysis in this research is students and focuses on their attitudes toward the quality of Internet marketing at teacher education departments in Taiwan. The author used a questionnaire to collect data. Six hundred and sixty-four usable questionnaires and 12 invalid questionnaires were collected. The effective response rate was 69 %. The model of the existence of four-factor structure (need, convenience, cost and communication) was tested using AMOS and goodness of fit. Thus, it was concluded that the four-factor model both fits well and represents a reasonably close approximation of the population. Next, the results of the study highlight the usefulness of importance-performance analysis for helping management improve its Internet marketing strategies. This study finds that the managers of teacher education departments should not only focus on concentrating their benefits but also allocate resources to improve Internet marketing strategies.

    原文英語
    頁(從 - 到)128-138
    頁數11
    期刊Asian Social Science
    12
    發行號5
    DOIs
    出版狀態已發佈 - 2016 五月

    ASJC Scopus subject areas

    • Arts and Humanities(all)
    • Social Sciences(all)
    • Economics, Econometrics and Finance(all)

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