The Family Investment Behavior In Higher Educatuon:an Empirical Research

Family is an important investor of higher education in china. Family, as the mostbasic social cell, its investment ideas together with the social public’s investmentideas will have profound influences on higher education’s future development. It isproved that the investment intention is a very important indicator of the behaviorprediction. Therefore, finding out the family’s higher education investment intentionas well as its influencing factors and understanding its mechanism will be key factorsto guide the family investment in higher education correctly, seek the sounddevelopment route of the Chinese higher education and make full use of the limitedhigher education resources.Based on the investigation data of the Chinese family, this thesis takes the familyinvestment intention in higher education as the subject, adopts the methods ofcanonical parse and the empirical study unify to carry out the research in accordancewith such thoughts: why family invest and how it is going to invest, including suchdecision factors such as the school variety, the school region, the school attribute, theeducation type and the major choices, and how to guide the investment effectively:First of all, based on the existing related achievement and research theory, thethesis sets up a theoretical analysis model of family higher education investmentintention to provide a logical reasoning framework for the research. Moreover, itconstructs the choice model of family investment in higher education to provide therationale for the empirical method.Second, based on the needs of the family to search the financial and consumingprofit from the higher education, the thesis probes into the reasons for family highereducation investment intention to solve the problem why family invests in highereducation;Third, according to the effective4016family investigation samples, the thesisapplies the statistic analysis and metrological model to seek the influential factors onfamily higher education investment intention, school attribute, and education typeand school region as to reveal the inherent mechanism of family investment in higher education. In this way, the thesis will solve the problem how family invests inthe higher education;Finally, starting from reality of the Chinese higher education and family features,the thesis focuses on the problems such as the family higher education investmentprofit insurance, the higher education department regulation by government andeducation management organization, the university and college development andimprovement strategies, university and college tuition sharing mechanism, and thedecision-making of individual and family higher education investment. Then, thethesis puts forward a series of suggestion and strategies to promote higher educationdevelopment and guide family higher education investment effectively.