Cheng-Wen Lee, Min-Sun Kim


The aim of the research is to identify what key factors could be in learning Korean in Taiwan. The findings present the developmental direction of Korean language education and by extension marketing strategy of relevant industry. First, the research chose ten motivational factors among many factors in learning a foreign language. The ten factors chosen are as follows: interest, desire, fellowship, communication, instrumental value, prospectiveness, the personality of teacher, class time, method of teaching, and curriculum. And Decision-making trial and evaluation laboratory method (DEMATEL) was conducted with data collected from fourteen respondents who have been studying Korean at private institute in Taipei, Taiwan. The findings show that interest, desire, communication, the personality of teacher, and curriculum are key motivational factors. Especially, as for importance itself, it shows that interest is most important motivational factor. But notable is the fact that five remaining factors have an effect on five key factors in its degree. Thus the result of research suggests that relevant institutes should prioritize five key motivational factors, but five remaining factors need to be taken into account.


Korean language, motivational factor, foreign language learning, Taiwan


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