Course Product Attributes-Children's Personality Fit Influences Consumer Response

With the development of the world economy and the improvement of living standards,the society pays more and more attention to education.Therefore,educational consumption has become a new trend in marketing research.As an important part of extracurricular education,quality education plays an important role.This paper holds that the attributes of extra-curricular training course products and children's personality traits will affect parents' consumption response to the training course products,while the implicit theories of personality plays a moderating role in their relationship.According to the theory of arousal,this paper divides the training course product into two attributes: calming and exciting,correspondingly,according to whether people's psychological activities tend to be external or internal,parents' perception of children's personality can be divided into two aspects: introverted and extroverted.Two attributes of curriculum products and two aspects of parents' perception of children's personality can be combined into four types: calming + introverted,calming + extroverted,exciting + extroverted,exciting + introverted.This paper defines these four types as course product attributes – children's personality fit,including consistency(the relationship between course product attributes and parents' perception of children's personality is consistent,including calming + introverted,exciting + extroverted)and complementarity(the relationship between course product attributes and parents' perception of children's personality is complementary,including calming + extroverted,exciting + introverted).Based on the implicit theories of personality,this research innovatively points out that parents' implicit theories of personality moderates the relationship between course product attributes – children's personality fit and consumer response to training course products.The research results can not only solve the contradiction between self-consistency theory and compensatory consumption theory,enrich the relevant literature research,but also guide the practice of educational consumption,and help enterprises to better design and publicize training course products.According to the above analysis,this paper took the children and their parents of a primary school in Xuzhou as the samples,empirically investigated the influence of course product attributes – children's personality fit and parents' implicit theories of personality on consumer response to training course products.This paper consisted of two study,study 1 was a questionnaire survey,research samples included children and their parents,and the implicit theories of personality scale developed by Levy(1998)was used to measure parents' implicit theories of personality.The main purpose was to analyze the post-purchase reaction(evaluation and re-purchase intention)of the children and their parents to training course products,and the children had participated in relevant training courses.The results of data analysis shows that:(1)Parents' implicit theories of personality moderates the influence of course product attributes – children's personality fit(consistency vs.complementarity)on post-purchase reaction to training course products.Specifically,when parents hold entity theory,their evaluation and re-purchase intention of consistency training course products is significantly higher than complementarity,when parents hold incremental theory,their evaluation and re-purchase intention of complementarity training course products is significantly higher than consistency.(2)Children's evaluation of complementarity training course products is higher,and their evaluation of consistency training course products is lower.Study 2 was experimental method,research samples were parents of children who have not yet participated in relevant training course.Using the method of Chiu et al.(1997)to manipulate parents' implicit theories personality.The main purpose of the study was to explore the influence of parent's implicit theories of personality on choice preference(purchase tendencies and recommendation intention)for training course products.The results of data analysis shows that:(1)Parents' implicit theories of personality moderates the influence of course product attributes-children's personality fit(consistency vs.complementarity)on choice preference for training course products.Specifically,when parents hold entity theory,their purchase tendencies and recommendation intention of consistency course products is significantly higher than complementarity,when parents hold incremental theory,their purchase tendencies and recommendation intention of complementarity course products is significantly higher than consistency.