80后家长对STEAM教育机器人产品的购买行为分析.docVIP

PAGE 20 广东东软学院本科毕业设计（论文） PAGE PAGE 1 中文摘要 随着国家教育改革的全面升级和就业需求结构的调整变化， “STEAM”教育呈现不断上升的趋势，据2018年“STEAM”教育行业报告显示，“80后”消费者在“STEAM”机器人教育中的消费比例达到42.3%，因此本文以“80后”消费者为主要研究对象，根据理论、文献归纳研究法和问卷调查法，分析总结“80后”消费者的主要消费特征以及他们对“STEAM”教育机器人购买行为影响因素。 本文作者相信，80后独特的成长环境和外部因素会塑造出他们独特的消费需求和欲望，外部环境影响消费者的主观心理活动以及对待客观物质活动的看法，从而造成独特的消费行为，因此我通过对“80后”消费者成长环境的分析，提炼和总结出80后消费者较为普遍的消费特征和消费动机，通过7级李克特量表向调查对象进行调研，最后依据霍华德-谢思的消费者购买行为模型，设置问卷调查，提炼出当前80后消费者尤其是家长对于“STEAM”教育机器人的看法和需求。 通过对调查结果的分析，最终得出注重个性和自我表现、追求时尚和新鲜的事物、个性化多元化时尚化消费、注重体验消费、注重数字化消费、追求高标准的同时注重性价比等消费特征。 关键词：“80后” “STEAM”教育机器人 消费者购买行为 消费特征 Abstract With the comprehensive upgrade of the national education reform and the adjustment and changes in the employment demand structure, STEAM education is showing a rising trend. According to the 2018 STEAM education industry report, post-80s consumers are in the STEAM robot education. The proportion of consumption reaches 42.3%, so this article takes post-80s consumers as the main research object, and analyzes and summarizes the main consumption characteristics of post-80s consumers and their STEAM based on theories, literature inductive research methods and questionnaires. Influencing factors of purchasing behavior of educational robots. The author believes that the unique growth environment and external factors of the post-80s will shape their unique consumer needs and desires. The external environment affects consumers subjective psychological activities and their views on objective material activities, resulting in unique consumer behavior, so I Through the analysis of the growth environment of post-80s consumers, the general consumption characteristics and motives of post-80s consumers are refined and summarized. The 7-level Likert scale is used to investigate the survey subjects, and finally based on Howard-Sieth The model of consumer purchase behavior, set up a questionnaire survey, to extract the current views and needs of consumers, especially parents, on the STEAM educational robot. Thr