Empirical Study On Consumer Willingness To Buy Early Education Products

Early education originated in Europe and the United States,from the 60 s of last century has developed rapidly.Many years of research on infants and young children at home and abroad have shown that 0-3 years of age is one of the most important periods in the development of a person's life.In view of this,the international community on the early emphasis on early childhood education.In our country,with the continuous research and advancement of educators at home and abroad,early childhood education has gradually penetrated into the life of ordinary families,many parents in the child before the entrance began to prepare the child's early intellectual development and potential training courses.However,early education as "exotic" to enter China is still shallow,the policy level has not yet legislation to regulate the operation of the early education market model,every year tens of thousands of education costs make a lot more determined to let the children accept 'early education'parents discouraged.At the same time there are many parents for the effect of early education can have a greater concern for the early education of products and services covered by wait and see or refused attitude.Therefore,only the real understanding of contemporary parents and children's demands to meet their requirements,early education institutions to win more consumers favor,want to understand the early education products consumers,the purchase of the impact of factors is undoubtedly a good entry.Based on the theory of consumer behavior,the theory of interpretation,the theory of perceived value and the theory of expectation,this paper draws on the influence factors of consumers 'willingness to purchase by consumers,by referring torelevant literatures such as consumers' willingness to buy,early education and psychological distance The paper analyzes the influencing factors of the purchase intention of the early education products and distributes them into the stimulus variables and the variables of the body to construct the theoretical model of the influencing factors of the purchasing power of the early education products based on the S-O-R model,and according to the variables in the model The logical relationship between the proposed hypothesis.Based on the experience of previous practice studies,500 infants and young children in Shanghai were surveyed as the survey subjects,and the results were analyzed by statistical analysis software SPSS and AMOS.The results showed that the parents' The specific performance and influencing factors.In addition,from the perspective of the interpretation of the psychological distance of the theoretical perspective,to explore the above factors for different levels of interpretation of the role of the consumer mechanism differences.Finally,the analysis of the individual characteristics of the consumers is analyzed by the difference analysis method.It is suggested that the early education center can deeply understand the customers,especially the working condition and the income level of the parents,and then push the products to the consumers according to the differentiated price strategy.Early education center through the above three aspects to improve their competitiveness in the education and training industry in all areas of the most attractive segments-early education market access to greater market share,having an invincible position in the fierce market competition.