교육기관 브랜드 이미지가 구매 의도에 미치는 영향: 영유아 조기 교육기관 짐보리(Gymboree) 에 대한 중국 소비자의 구매 의도를 중심으로

초록

The early childhood education market in China is undergoing a transformative phase, transitioning from quantitative to qualitative development. Recent regulatory measures by the Chinese government, aimed at tightening private education regulations and promoting qualitative development, have opened up growth opportunities for companies with strong brand influence. In this evolving landscape, early education organizations face the challenge of distinguishing themselves among numerous brands to win consumer preference. A robust brand image can significantly influence consumers' purchase intentions, making it essential to explore the elements comprising the brand image of early childhood education organizations and its impact on purchasing decisions. This research focuses on the Chinese early childhood education market and conducts a field survey centered on Gymboree, an American-origin early childhood education brand that has gained recognition in China. The study encompasses the identification of consumer segments in China's early childhood education sector, an analysis of the factors influencing brand image for these institutions, and a quantitative examination of the relationship between brand image, brand trust, and purchase intentions. The study's findings reveal that the brand image of early childhood education institutions is represented by four key dimensions: product (education program) image, teacher image, educational facility image, and symbolic image. These dimensions exert a significant influence on consumers' brand trust and purchase intentions. Furthermore, brand trust acts as a mediator between brand image and purchase intention. Based on these research outcomes, this study proposes four strategies for enhancing brand image and building brand trust for early childhood education organizations. These recommendations encompass various aspects, including curriculum quality, teacher qualifications, facility improvements, and the cultivation of a strong brand identity. By implementing these strategies, early childhood education institutions can better position themselves in China's evolving market, cater to changing consumer preferences, and foster greater trust among parents seeking quality education for their children.

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