Abstract

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. 

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