Study On The Supplementary Educational Behavior Of College Students

With the knowledge economy era, reflects the growing importance of knowledge. Now college students are faced with how to adapt to the requirements of the times, and in the fierce competition in the market in an invincible position in the geat test, higher education is undoubtedly one of the most direct and effective way. Thus, in recent years, "graduate rush", "research hot" wide by the concerns of the community. But past research on such issues, often focusing on social phenomena, ignored in the education of university students on the main role of complement consumption. Thus, for in our current education system, economic conditions and personal characteristics of consumer behavior, we need a strong solution of the problem not just stop at the macro level.With the background, three research goals are set up, (1)to screen out and categorize education supplement consumption behavior and its influencing factors; (2) to confirm the impact and function of various factors on education supplement consumption behavior; (3)to validate the moderating effect of situational structure factors on the relation of individual characteristics factors and education supplement consumption behaviors. These three goals gradually resolve the functioning mechanism of various influencing factors on education supplement consumption behavior.This paper uses SPSS 16.0 statistical software to analyze the survey data, and gets main conclusions as follows:(1)undergraduate education supplement consumer behavior factors including three factors, personal factors, economic factors and situational factors. (2)personal factors, situational factors on consumer behavior of college students to the impact of education was positively correlated, economic factor on consumer behavior supplementary education was negatively correlated. (3)situational factors have a moderating effect when the personal factors impact the consumer behavior of college students.The theoretical contributions of the dissertation lie in the following findings, firstly developing local measurement scales so to resolve the shortage of studies in this field and local measuring tools in China; secondly with both micro and macro perspectives to conclude the influencing factors assembly of supplementary education consumption behavior; thirdly constructing the model of energy consumption behavior to analyze deeply the behavior's formation mechanism, which helps the transition from fundamental study findings into applicable instructions for policy making.