The Endowment Effect In Educational Choice And Its Influence On Learning Motivation

The diversified development trend of higher education provides more opportunities for students to choose.The education service has changed from "supply driven" to "demand driven".Students' education choice has become the mainstream of education process,and then the irrational behavior in education choice has gradually become the focus of education research.According to the explanation of endowment effect,many irrational behaviors of students are not "irrational" in educational choice,but actually "irrational rational choice" under the influence of endowment effect.These irrational rational choices will not only affect the learning motivation of college students,and then affect their learning behavior,and even affect many important choices in life.In view of this,it is of great theoretical and practical significance to explore the irrational behavior in college students educational choice from the perspective of endowment effect theoryBased on the literature review at home and abroad,according to the existing situational questionnaire,and combined with the context of higher education,this study developed a questionnaire.Taking full-time college students in Wuhan as the research object,this paper makes an exploratory analysis on the endowment effect of students' learning orientation,learning choice and interpersonal communication behavior,so as to explain the irrational behavior in education choice from the perspective of endowment effect.So as to ensure the effectiveness of the study,this study conducted supplementary interviews with teachers,counselors and college students.In the process of data analysis,the endowment effect of College Students' educational choice is divided into three dimensions:learning orientation endowment,learning choice endowment and interpersonal communication endowment.Independent sample t-test and one-way ANOVA were used to explore the difference of endowment effect among gender,household registration,discipline and grade.It is found that girls,rural students and students of Humanities and social sciences have the strongest endowment effect.The endowment of learning orientation is in reverse order in grade,the endowment of learning choice is increasing in school type,and the endowment of interpersonal communication is in positive order in grade.Furthermore,through structural equation model and intermediary effect analysis,the relationship between learning orientation endowment and its influencing factors and learning motivation is analyzed.The results show that learning orientation endowment has significant positive influence on learning motivation;subjective cognition has significant positive influence on learning orientation endowment;value evaluation has significant positive influence on learning orientation endowment;learning orientation endowment is subjective There is intermediary effect in the influence path of cognition on learning motivation,and there is intermediary effect in the influence path of value evaluation on learning motivation.Finally,the research suggests that college students should improve the driving mechanism of rational choice,and college administrators should effectively avoid and use the endowment effect,implement differentiated education management and introduce the Chinese reference in the two-way choice.