Customer Behavior And Variation On Extracurricular Course Of Urban Primary School Student

With the deepening of education for all-round development,"alleviate burdens of study"made children's extracurricular time increase. Variety of extra-curricular educational activitieshave become part of primary school students'life.This study aims to analyze the customer behavior and its variation on extra-curricularcourse of urban primary school students,including three main parts: factors beforeconsumption, investment and preferences in consumption, and the subjective evaluation ofpost-consumption. Study how demographic variables and subjective factors impact onconsumer behavior.This study investigates the primary school and extra-curricular education center inseveral areas of Shanghai. Questionnaire survey and statistic analysis method is used toanalyse the 605 samples'data with the help of SPSS softwares. The analysis methods include:reliability test,validity analysis,description analysis,ANOVA,varience analysis andregression analysis. The main conclusions in this study includes:As for the impact of the subjective effects,â‘ Expectations, raising self-efficacy, andinteraction frequency in extracurricular education and consumer perception have significantpositive correlation.â‘¡Interaction frequency play a full mediating role in the parents expecttheir children make a contribution to society and the perceived effects, interaction frequencyplay a part mediating role in the parents expect their children financially stable, have skills,have a stable job and perceived effectiveness.â‘¢Expecting the children have skills andself-efficacy in raising children has interaction factor in positive effect to perceivedeffectiveness.As for the evolution of consumer behavior in extra-curricular education, parents putmore emphasis on considering whether they have enough time to transfer and mentoring children, rather than the cost. Less families select tutor, but choose more, artistic, intellectualcourses, number of species increase; But the consumer satisfaction and perceived effectsdecreased.As for the impact of demographic variables, gender, grade, parents'educational level,extra-curricular educational program decider have different effects on consumer behavior.