The Research On Decision-making Of Chinese Family Investment On Studying Abroad At Their Own Expense

Along with the developing of society and the coming of the era of knowledge economy, the investment of education is becoming a new and hot point for popular investors. And the range of education investment expand to abroad because of the influence of global integrated tide. As the biggest country with the great number of student exporting in the world, there is a tendency of annual increase of the quantity of abroad students, and recently the students studying abroad at their own expense is more than 90 percents at total, and the percent will increase steadily. Although the market tends to be rational, and the period that they can possess well-paid jobs when they return from foreign countries has gone, more and more returnees have to be confronted with the crisis of waiting for a job opportunity. Surprisingly, it seems to defiance of the exist of risk, many families and individuals enthusiasm to invest international education constantly and unrealistically. It's impossible to get a perfect answer from traditional economics for this phenomenon, so the writer converses the research paradigm, introducing the patterns of Behavioral Economics which is developping swiftly in the latest 30 years into the research of decision-making of chinese family investment on studying abroad at theirs' Own Expense.The research follows the characteristic research patterns of Behavioral Economics. Firstly, the thesis try to recognize the assumption and model that the traditional economics apply to; Secondly, it will come to the point from the view of demonstration investigation and normative analysis, and offer an opinion that it's impossible to justify the abnormal phenomenon which exist in the investment decision on international education by the traditional economics in reality, so, the writer seeks to help from the Behavioral Economics; Then, by the means of structuring on the Investment Decision Process Theory Model on the Education of families' self expense for studying abroad and the Investment Decision Influence Factors Model on the education of families'self expense for studying abroad, and based on the empirical data of questionnaire, and with the help of the Heuristic and bias, the Prospect Theory, and the Mental Accounting Theory in Behavioral Economics, the writer will analyze and verify that how does people do the investment decision on education of self expense for studying abroad actually, and what is the main influence factors that effect the investment decision on education of our country's self expense for studying abroad. At last, it will put forward suggestions on improving the investment decision of families'international education according to the research conclusion.The research is about the problem of investment decision on education of our country's self expense for studying abroad, taking the example of Yunnan province abroading to Thailand, which is based on Behavioral Economics, Educational Economics, Cognitive Psychology, and the Behavioral Decision Science, by the means of questionnaires, interview, SEM and so on. This article aims to restore the real process of the investment decision on education of families' self expense for studying abroad and seek the thereinto possible existent rule. Thereby, it will provide the domestic families who is doing or about to do the investment decision on education of self expense for studying abroad with the alert notification, decision reference, and investment guidance, so as to further the sound development of the education of families' self expense for studying abroad.