Research On Undergraduate Educational Consumption Demand

College students'consumption demand for education refers to the monetary investment in formal higher education (including the education in all kinds of universities, colleges) which these students have, so that they could gain knowledge and skills. Such a consumption demand mainly includes their educational consumption wills as well as their payment capacity. Firstly, this study analyzes the development processes of higher educational consumption in China, being taken the theory of Consumer Behavior and higher educational Cost-sharing theory as the theoretical foundation. The target samples were from five general universities in the cities of Zhengzhou, Kaifeng, Pingdingshan, Henan Province. Relevant data were collected by using the research methodologies of questionnaires and personal interviews, and then they were analyzed with the help of the statistical software of SPSS 16.0.The results show that consumption on college has become the principal aspect of educational consumption. Now, consumption for college education becomes various. And on the other hand, there are some blind, irrational consuming behaviors. All these unreasonable consuming behaviors cause the problem that growth of the tuition for college increases too much, which has exceeded the financial bearing capacity of the average families by a great deal and become their heavy burden of living. Another factor that the data analysis shows is that there are differences of the college educational consumption between urban and rural areas. Namely, serious distinct demarcation of the higher educational consumption between different occupations and classes emerges, and the demand for undergraduate educational consumption is being further expanded. It is found that the influential factors are mainly about the factors of individual, economy and society. Firstly, among the economic factors, annual incomes of a family have significantly influence on the undergraduate educational consumption. To be concrete, it would not affect the wills of the undergraduate educational consumption, i.e., regardless of what level of their income is, the undergraduates all have a strong desire to receive higher education. However, the level of annual incomes of their families significantly affects their factual ability to pay. Naturally, families that have a good yearly income have a relatively stronger ability to pay.Secondly, as for the individual factors, differences between the undergraduates' genders and their grades also have important influences on their educational consumption. That is gender differences which cause different consumption behaviors, even though the differences have hardly any influences on their consuming wills. Furthermore, there are differences in their consuming capacities between students in different grades. Actually, to compare the freshmen and those in senior year as well as the students in their second and third year, expenditure on educational consumption of the freshmen and the ones in their senior year is much more.Thirdly, to mention the social factors, their parents', especially their fathers'age, educational backgrounds and occupations are also an important influential factor. Moreover, other influential factors such as the urban and rural disparities, the employment pressure and the information asymmetry also have important influences on demand of the undergraduate educational consumption.Firstly, to make the purpose of educational consumption clear and guide the undergraduates to establish scientific and healthy concept of educational consumption. Namely, consuming concepts of individuals and their families should be changed to be more rational and consume according to their capabilities by consumption instructions and guidance. Also, colleges and society should pay more attention on the new changes of the demand of undergraduate educational consumption to make effort to improve the qualities of higher education. In addition, right orientation of public opinions should be formed to guide people to consume rationally in higher education; Secondly, to make effort to increase the employment rate and employment qualities; Thirdly, to improve various financial support systems; Fourthly, to make reasonable fee standards to regulate charges. Relevant government departments also should take appropriate measures to prevent the expansion of higher education consumption. To say more concretely, standards for tuition fee should be regulated by making a reasonable price of higher education charges. Furthermore, the consumption structures need to be optimized to enhance the consumption supply for higher education consumption; Fifthly, to increase the income of both the urban and rural residents, to raise funds for education from multiple sources.