Research On Educational Consumption Willingness Based On Consumer Intervention And Perceived Risk

There is no denying the fact that the service industry is growing pretty fast.Service refers to the economic activity that one part offers to another part.Throughout a specific period,the performance of service can bring their recipients expected outcomes.Customers invest money,time and energy,in order to capture value from the product,labor,expertise,network,system,etc.that service organizations provide.Service can be divided into four categories:body service,property service,spirit service and information service.The service of human spirit includes education,news,information,professional consultation,psychological therapy,etc.These activities can remold human attitudes or change human behavior.If customers want to benefit from spirit service,they not only need to invest money and time,but also need to invest energy.Obviously,there exists consumption in spirit service.As one of the central pillars in our country’s economic development,education consumption is an important of service consumption.However,the domestic research on household education consumption lacks the support from the theories of consumer behavior and service marketing and there is also little use of structural equation modeling.This study intends to analyze the domestic households’ education consumption behavior from a services marketing standpoint.There are three issues that have to be addressed:a)By reading and summarizing related articles,the study has a good command of the domestic households’ education consumption behavior and related services marketing theory bases.This includes previous research on the factors influencing the domestic households5 education purchase intention,and theory of perceived risks and consumer involvement,which leads to a comprehensive preliminary model of households’ education behavior.b)Based on the article research,this study conducts empirical research on the domestic households’ education consiumption behavior.It uses questionnaires to collect data and statistical software to analyze data,so that the relationships between the variables in the model can be explored.c)After the theoretical and empirical research,the study comes up with reasonable suggestions,plans and measures from a education service standpoint.It can provide reference and help for the subsequent research and for the education services.This study uses the theory of perceived risk in service marketing and the consumer involvement in consumer behavior to research into our country’s household education consumption intention.Specifically,at the beginning of this paper,this research summarizes the relevant articles in order to build a theoretical model about consumer involvement,perceived risk and purchase intention and come up with hypotheses.By empirical research,the paper then formulates a questionnaire to measure each variable in the model.After the collection of needed data,by virtue of the SPSS and AMOS software,the paper successively conducts the descriptive analysis,reliability analysis,validity analysis,path analysis,goodness-of-fit analysis and mediation analysis.Finally,the paper obtains the relationships between variables in the model.The results are:the three dimensions of consumer involvement(product involvement,advertisement involvement and purchase decision involvement)all have negative effects on the five dimensions of perceived risk(function risk,financial risk,time risk,physical risk,psychological risk and social risk).The five dimensions of perceive risk all have negative effects on purchase intention,except time risk.The other two dimensions of consumer involvement both have positive effects on purchase intention,except advertisement involvement.Furthermore,the mediation effect test shows that perceived risk fully mediates the process by which product involvement and purchase decision involvement affect purchase intention.