广东东软学院本科毕业设计(论文) 80 后家长对 STEAM 教育机器人产品的购买行为分析The Analysis about the After 80‘ s Parents of the Purchasing B ehavior of STEAM Educational Robot 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。1广东东软学院本科毕业设计(论文)关键词:“80 后” “STEAM”教育机器人 消费者购买行为 消费特征2广东东软学院本科毕业设计(论文)AbstractWith 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 purch...