文档介绍：华中科技大学
硕士学位论文
婴幼儿家长对早教的态度及对购买行为的影响
姓名:刘颖
申请学位级别:硕士
专业:工商管理
指导教师:景奉杰
20091022
华中科技大学硕士学位论文
摘要
从上个世纪 80 年代以来,加强早期教育就已经成为世界教育界的主要目标之一。
许多国家把早期教育作为整个教育体系的基础,依据教育学、心理学、生理学和保
健学等学科取得的成果,尝试新的改革。
早教——已经随着国内外教育界人士的不断研究和推进,慢慢的深入到中国普
通家庭的生活中,许多家长在孩子入托之前就开始准备孩子的早期智力开发以及潜
能培养的课程训练。但由于早教服务进入中国时间尚浅,也有不少家长对于早教所
能带来的效果存有较大疑虑,对于早教所涵盖的产品和服务持观望或拒绝的态度,
这就需要我们去分析产生这种态度的原因,另外针对那些对早教理念已经接受的人
群,怎样使得他们的购买行为发生,以及他们是怎样选择和购买的过程,也是我们
研究的重点。
本次研究是在以往文献和相关资料回顾的基础上,以研究 0-3 岁婴幼儿家长对于
早教本身的态度以及早教班的态度,从而探讨其对购买早教服务行为的影响以及调
节这一影响的内在因素。
本次研究采用定量问卷抽样研究,利用 SPSS 统计分析软件对数据进行分析,运
用包括频次分析、相关分析、卡方检验等方法加以统计和检验。研究发现,目前早
教机构存在较大市场,婴幼儿家长普遍认可早教的意义,但家长对早教的态度与其
对早教机构的态度有较大差异,使得家长对购买早教服务持观望态度。导致这一现
象的原因是目前早教机构缺乏配套的硬件和师资评价标准,高学历的家长对于其教
育效果和教育形式存在着较大疑虑。

关键词: 早教早教机构早教班早教服务亲子园
I
华中科技大学硕士学位论文
Abstract
Since last 80s, strengthening Early Childhood Education (ECE) has already e
one main goal of education in the world. Scientists in many different countries take ECE
as the basis of the whole education system. In accordance with results of pedagogy,
psychology, physiology, and Nutrition and health care study, etc, they are trying new
innovation to improve their own ECE development.
With educational world's study and spread, ECE has already been deep in many
Chinese family's minds. However, early childhood education doesn't have a long history in
China; some parents still have a lot of doubts about the effects of ECE and hesitate in or
even refuse the ECE products or services. That is why we need to analyze the reason of
this phenomenon. Besides, for those parents who have accepted ECE concept, how to
pursue their purchasing behavior to happen, and how this choosing and purchasing process
occurs, is the key point of our study.
This study is to establish the study structure on the basis of literature review. The
purpose is to confer the attitudes of parents whose babies are aging from 0 to 3 toward
ECE and ECE training institutes, and to discuss how t