Measurement And Evaluation Of Higher Education Satisfaction Based On Endowment Effect Moderating

The quality of higher education is closely related to the national economic and social development,so how to evaluate the quality of higher education scientifically has become a major issue of concern to the country,society and universities.The higher education quality assessment research based on the perspective of students’ needs points out the direction for the evaluation of education in the new era,and one of the ways of evaluating students as evaluators of educational quality is to realize through the investigation and evaluation of student satisfaction,and people’s perception of the quality and value of goods will be affected by the endowment effect,and people with high endowment effect will have a deeper perception of the goods in their hands,which will give a higher level of evaluation.According to the relevant research,the endowment effect has a regulating effect on the improvement of satisfaction.This study intends to explore the influencing factors and influence relationships of student satisfaction by constructing the structural equation model of higher education satisfaction,and to test them with endowment effect as a regulatory variable,so as to provide a new perspective and new method of demand-side reform for the evaluation of higher education quality in China,and then play the role of evaluating and promoting reform,improving student satisfaction,improving and improving the quality of higher education.First,on the basis of literature review,this study finds that the students’ perception and evaluation of the quality of educational services,as an important aspect of the demand-side reform of higher education quality assessment.In other words,students’ needs and satisfaction are one of the indicators of higher education quality assessment.In order to evaluate student satisfaction,a structural equation model of higher education satisfaction with student satisfaction as its core is constructed,covering six variables,such as educational image,so as to explore the factors and relationships of student satisfaction.Secondly,according to the model of student satisfaction structure equation,the final questionnaire and interview outline of this study are designed through literature review,expert consultation,student interview,sample prediction and so on.Then,the university students of Hubei University as the survey object,through the form of questionnaire star push and collect data,and finally get 1064 valid questionnaires,through descriptive statistics,differential analysis,model testing,intermediary effect and adjustment effect test and other aspects of empirical analysis,to draw research conclusions.Finally,based on the conclusion of the study,combined with the reality of higher education in China,the following suggestions are put forward to improve the quality of higher education services: 1.Strengthen the image construction of colleges and universities,establish the image of excellent education;2.Strengthen the propaganda management of colleges and universities and guide the public to realize reasonably;3.Strengthen the concept of university service and improve the quality of educational services;4.Strengthen the task of educating people in colleges and universities,and improve students’ perceived endowment;5.Strengthen the construction of differences in colleges and universities and develop the characteristic education of the industry.