The Exploring Parental Decision-Making in Art Education: The Role of Training Institutions’ Reputation:Mediating Roles of Motivation, Attitude,Value Perception, and Customer Trust on Behavioral Intentions
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The objectives of this research were to: (1) examine the impact of the reputation of training institutions on parents' motivations, attitudes, perceived value, and trust; (2) explore the mediating roles of these factors in the relationship between institutional reputation and behavioral intention; and (3) provide insights for developing effective educational policies and improving services in art training institutions.
The study employed quantitative research methods, using questionnaire surveys and statistical analysis. The population consisted of parents in Guizhou Province, China, selecting art training institutions for their children. The research focused on the relationship between the reputation of these institutions and parental decision-making. The instruments included a Likert five-point scale, with a response rate of 100%. Data were analyzed using descriptive statistics, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM).
Key findings highlighted the importance of perceived value in shaping parents’ satisfaction and decision-making. The theory of perceived value, along with expectation confirmation theory, showed that parents' satisfaction and loyalty were influenced by the alignment between their expectations and actual experiences. These findings offer valuable insights for policymakers in enhancing educational services and formulating relevant policies..
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