A Research Of Consuming Intention On Kids English Training

Customer experience has become a trend with the development of consumption. The customers is becoming pay more attention on experience and meaning than before instead of product or service function. Customer experience is getting the key point under the similar price and function. How to avoid this problem and bring company from red sea to blue sea is a big challenge. Based on the above situation, this paper will focus on the research of consuming intention on kids English training under customer experience.After introduction of problem and challenge in kid's English market, through reviewing the customer experience theories and planned behavior theory, integrating the marketing research and deeply interview, the thesis put forward the concept model and hypothesis. The author used the statistic software of Spss 15.0 and Amos 7.0 to analyze the data in studies based on the collection of research data by using questionnaire method and random example. At last, the thesis comes to the following conclusions.(1) Customer experience mainly includes sense experience and emotional experience. The six mainly factors that attached the customer experience are purchase environment, purchase atmosphere, feeling value, service quality, transport convince, brand broadcast. The affective importance sequence is service quality, purchase atmosphere, transport convince, brand broadcast, feeling value, purchase environment.(2) Behavioral intention is positively attached attitude toward the turnover, personal subjective norm, and social subjective norm, perceived behavioral control, past behavior, sense experience and emotional experience.(3) Behavioral intention is positively attached customers' gender, age and education background.In sum, the thesis provides some useful advices for training companies based on the research result.