Investigation And Research On Students’ Acceptance Of Sino-foreign Cooperative Education Services

In Our country,sino-foreign cooperation education service is a consumption hot spot and more and more people pay attention to it gradually.Chinese-foreign cooperation in running schools is organized by Chinese and foreign cooperation in China to enroll Chinese citizens as the main object,the education teaching activity,chinese-foreign cooperation in running schools is to provide a different from traditional education domestic and cross-border study a new type of education services,you need to pay for a service for the cost,the tuition is the domestic public education several times or even dozens of times.What are the motivations for students to choose sinoforeign cooperative education services,and how do they make decisions? What is the perception and evaluation of sino-foreign cooperation education service? From the perspective of education consumption,it should be a choice behavior completely different from receiving ordinary education in China,so it is of great significance to investigate and study it.Based on the education service theory and consumer behavior theory,this study takes Wuhan city as an example to conduct a questionnaire survey and interview research on college students receiving education service of Sino-foreign cooperation from the aspects of education consumption motivation,decision-making behavior and perception evaluation.The results showed that:First of all,the motivation for students to accept sino-foreign cooperative education services is complex,including environmental attraction motivation,development need motivation,goal-oriented motivation,group-driven motivation.Among them,the motivation of development needs belongs to the internal motivation of students’ educational consumption,while the other three aspects are regarded as the external motivation.Students’ acceptance of sino-foreign cooperative educational services is influenced by both internal and external motives.Through the analysis of the motivation differences of the various dimensions of demographic variables such as the students’ family location,family income,parents’ education level,and college entrance examination scores,it is found that there is an irrational phenomenon in the consumption behavior of students receiving education services in chinese-foreign cooperation schools.Secondly,the decision behavior of students accepting sino-foreign cooperative education service is influenced by the impetus of domestic and foreign education service and the pull of sino-foreign cooperative education service.The main driving forces include: lack of internationalization of domestic general higher education and high admission scores;Cross-border higher education services cost too much,it is difficult to apply for,and it is far from home.Combined with the impact of the epidemic,chinese-foreign cooperation in education services has attracted students with unique advantages.The analysis also found that student consumers are not completely independent decision-making.Finally,students’ perception and evaluation of sino-foreign cooperation education service are different.Individuals have a high degree of recognition of studying abroad,international atmosphere and course assessment;The degree of recognition of employment and training programs is relatively low.In the difference analysis,students in senior year,high income family and above average score have relatively high degree of identification.The great difference of students’ perception evaluation actually reflects the uneven quality of education service in sino-foreign cooperative education.According to the above conclusions and existing problems,the following countermeasures are put forward: students should choose educational services rationally based on their own actual situation;Colleges and universities should improve the level of cooperative education and optimize the quality of education service.The government and education departments should standardize the management of chineseforeign cooperation in running schools and guide the accurate positioning of colleges and universities.