自我概念影响高端教育产品消费行为之研究

Research on Effects of Self-concept on High Education Consumer Behavior

随着中国加入WTO,中国急需适应国际化发展的高端人才,高端教育的市场潜力巨大,且市场竞争激烈。本文通过研究消费者的心理结构,搭建消费者自我概念系统模型,以帮助国内高校了解高端教育消费者行为,经营好自己的教育品牌。针对自我概念对消费者购买行为之影响力做出讨论,并利用因子分析对自我概念因素进行实证研究,研究结果发现不同类型自我概念类型消费者在选购高端教育产品时的动机是不同的。

China is in large short of talents after she taking part in the WTO, and the high education market is in intensive competition. This research aims to construct the main factors of consumer psychology ,so as to help the universities to know more about the consumer behavior and manage well its education brand. To discuss the effect of self-concept on consumer behavior, we used the method of factor analysis to demonstrate different kind of consumer motivation.