The Application Of Self-Concept In Consumer Behavior Research Of High Education Products

With the incredible development of Chinese Economy, it appears apparently that the Chinese industries are in large short of management specialists. Lots of high education products like MBA,MPA,EMBA come into the market, including some noted overseas courses, when pushed by the huge potential demands of talents. The opening competition in high education market is beginning to form, while the purchasing consumers are making their decisions in terms of the different motives. From this, we can see the necessity of the furthermore research on the consumer behavior in the choice of high education products.According to the methodology of systematic thinking, there must be a reflection between the recognition inside the consumer self and the entailing behavior outside. That is, the decision or performance is supposed to be the real picture of self-thinking or self-recognition,which is what we called self-concept in consuming psychology. Self-concept consists of any idea towards oneself. With the development of consuming psychology, the self-concept has been put in an emphasizing place in the area of consumer behavior research. This dissertation hopes to construct a systematic model of self-concept, from the original systematic methodology point, and so can further"reflect"the complicated behavior e.g. euduring search of product information, decision-making styles and the brand preference. We hope to use the rules of consumer behavior when we deal with the consumer choices or purchasing activities after we have known more information through the research of this dissertation.Through the measurement survey in self-concept and factor analysis, this dissertation have constructed five self-concept factors according to the consuming of high education products,e.g."real-self","develop-self","show-self","sociable-self"and"soul-self".After the further clustering analysis of these five factors, we finally found we can also get five close groups, among which the"develop-self"and"show-self"group win the largest proportion of the whole sample.Similarly, we can also find the"develop-self"and"show-self"are the main two key influential factors in the enduring information search behavior, decision-making styles and the brand preferences towards high education products.This situation represents, as for now, the purchase of high education products still belongs to"Symbolic Consuming",i.e.the consumers can show off his/her corresponding social class and so the subsequently further development.