自我概念在高端教育产品消费行为研究中的应用
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摘要
随着中国经济的迅猛发展,中国企业对高端管理人才的需求日益增加。在潜力巨大的高端教育市场带动下,MBA、EMBA、MPA等众多高端教育课程纷纷登陆,其中还包括许多优秀的海外名校课程。开放的高端教育市场竞争已经开始,消费者对这些价格不菲的高端教育产品有着不同的需求动机,因此研究高端教育产品消费行为有其必要性。
根据系统思维方法论,消费者内心对自我的看法,应与消费者行为存在一种“映射”关系,即消费者的消费行为应是内心中对自我定位和认识的真实体现。消费者的“自我概念”,是消费心理学上的一个范畴,它是消费者“把自己作为对象,对自己的整体观念和感觉”。一个人的“自我概念”是由他或她对自己的态度所构成的,也就是对自己的观念。随着消费心理学的发展,“自我概念”在消费行为领域的应用已得到了广泛的重视,本文希望能从系统方法论的角度剖析高端教育产品消费者的“自我概念”心理系统结构,以“映射”出其对消费者“信息搜寻持久性”、“购买决策型态”及“品牌偏好”等消费行为的影响,从而更好的了解高端教育产品消费行为规律并加以应用。
本文通过自我概念量测量量表及因子分析构建了高端教育消费者自我概念的五个因子,分别为“求实自我”、“发展自我”、“表现自我”、“社会自我”及“心灵自我”。在对五种因子进行分群聚类分析后,发现高端教育产品消费者自我概念结构类型也可基本分为五种相近群体,其中以“发展自我”和“表现自我”为主要结构特征的消费者在总样本中占的比例最大。
通过“自我概念”系统中五个因子对消费者“信息搜寻持久性”、“购买决策型态”及“品牌偏好”等消费行为的影响分析,发现“发展自我”和“表现自我”是影响高端教育产品消费行为的两个主要因子。这说明现阶段,高端教育产品的消费仍属象征消费,即消费者通过产品所象征的高贵身份和地位来体现自我的价值,并获取更好的发展;
With the incredible development of Chinese Economy, it appears apparently that the Chinese industries are in large short of management specialists. Lots of high education products like MBA、MPA、EMBA come into the market, including some noted overseas courses, when pushed by the huge potential demands of talents. The opening competition in high education market is beginning to form, while the purchasing consumers are making their decisions in terms of the different motives. From this, we can see the necessity of the furthermore research on the consumer behavior in the choice of high education products.
According to the methodology of systematic thinking, there must be a reflection between the recognition inside the consumer self and the entailing behavior outside. That is, the decision or performance is supposed to be the real picture of self-thinking or self-recognition,which is what we called self-concept in consuming psychology. Self-concept consists of any idea towards oneself. With the development of consuming psychology, the self-concept has been put in an emphasizing place in the area of consumer behavior research. This dissertation hopes to construct a systematic model of self-concept, from the original systematic methodology point, and so can further“reflect”the complicated behavior e.g. euduring search of product information, decision-making styles and the brand preference. We hope to use the rules of consumer behavior when we deal with the consumer choices or purchasing activities after we have known more information through the research of this dissertation.
Through the measurement survey in self-concept and factor analysis, this dissertation have constructed five self-concept factors according to the consuming of high education products,e.g.“real-self”、“develop-self”、“show-self”、“sociable-self”and“soul-self”.After the further clustering analysis of these five factors, we finally found we can also get five close groups, among which the“develop-self”and“show-self”group win the largest proportion of the whole sample.
Similarly, we can also find the“develop-self”and“show-self”are the main two key influential factors in the enduring information search behavior, decision-making styles and the brand preferences towards high education products.This situation represents, as for now, the purchase of high education products still belongs to“Symbolic Consuming”,i.e.the consumers can show off his/her corresponding social class and so the subsequently further development.
根据系统思维方法论,消费者内心对自我的看法,应与消费者行为存在一种“映射”关系,即消费者的消费行为应是内心中对自我定位和认识的真实体现。消费者的“自我概念”,是消费心理学上的一个范畴,它是消费者“把自己作为对象,对自己的整体观念和感觉”。一个人的“自我概念”是由他或她对自己的态度所构成的,也就是对自己的观念。随着消费心理学的发展,“自我概念”在消费行为领域的应用已得到了广泛的重视,本文希望能从系统方法论的角度剖析高端教育产品消费者的“自我概念”心理系统结构,以“映射”出其对消费者“信息搜寻持久性”、“购买决策型态”及“品牌偏好”等消费行为的影响,从而更好的了解高端教育产品消费行为规律并加以应用。
本文通过自我概念量测量量表及因子分析构建了高端教育消费者自我概念的五个因子,分别为“求实自我”、“发展自我”、“表现自我”、“社会自我”及“心灵自我”。在对五种因子进行分群聚类分析后,发现高端教育产品消费者自我概念结构类型也可基本分为五种相近群体,其中以“发展自我”和“表现自我”为主要结构特征的消费者在总样本中占的比例最大。
通过“自我概念”系统中五个因子对消费者“信息搜寻持久性”、“购买决策型态”及“品牌偏好”等消费行为的影响分析,发现“发展自我”和“表现自我”是影响高端教育产品消费行为的两个主要因子。这说明现阶段,高端教育产品的消费仍属象征消费,即消费者通过产品所象征的高贵身份和地位来体现自我的价值,并获取更好的发展;
With the incredible development of Chinese Economy, it appears apparently that the Chinese industries are in large short of management specialists. Lots of high education products like MBA、MPA、EMBA come into the market, including some noted overseas courses, when pushed by the huge potential demands of talents. The opening competition in high education market is beginning to form, while the purchasing consumers are making their decisions in terms of the different motives. From this, we can see the necessity of the furthermore research on the consumer behavior in the choice of high education products.
According to the methodology of systematic thinking, there must be a reflection between the recognition inside the consumer self and the entailing behavior outside. That is, the decision or performance is supposed to be the real picture of self-thinking or self-recognition,which is what we called self-concept in consuming psychology. Self-concept consists of any idea towards oneself. With the development of consuming psychology, the self-concept has been put in an emphasizing place in the area of consumer behavior research. This dissertation hopes to construct a systematic model of self-concept, from the original systematic methodology point, and so can further“reflect”the complicated behavior e.g. euduring search of product information, decision-making styles and the brand preference. We hope to use the rules of consumer behavior when we deal with the consumer choices or purchasing activities after we have known more information through the research of this dissertation.
Through the measurement survey in self-concept and factor analysis, this dissertation have constructed five self-concept factors according to the consuming of high education products,e.g.“real-self”、“develop-self”、“show-self”、“sociable-self”and“soul-self”.After the further clustering analysis of these five factors, we finally found we can also get five close groups, among which the“develop-self”and“show-self”group win the largest proportion of the whole sample.
Similarly, we can also find the“develop-self”and“show-self”are the main two key influential factors in the enduring information search behavior, decision-making styles and the brand preferences towards high education products.This situation represents, as for now, the purchase of high education products still belongs to“Symbolic Consuming”,i.e.the consumers can show off his/her corresponding social class and so the subsequently further development.
引文
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