摘要：知识经济的革命导致普通百姓的消费结构发生了巨大的变化，教育消费已成为一个家庭培养孩子的必要支出。教育作为一种特殊的消费品，其投入与产出与一般消费品不同。教育消费不但能给消费者带来预期的满足感, 同时还具有潜在的利益回报, 因此教育消费的购买心理和行为复杂多变。本文主要以心理学的视角对家庭情境中家长为子女的教育进行的消费水平、消费结构、消费心理特点及其影响因素进行研究。从而了解教育消费的复杂多变的行为背后的心理规律，同时也为引导理性消费提供参考。

关键字：家庭  教育消费  消费心理

Abstract：The knowledge economy revolution led to great consumption structure changes.Education consumption has become a family's necessary expenses. Education as a special kind of consumer goods, its input and output is different from general ones. Education consumption can not only brought to consumer expectations satisfaction, but also has a potential benefits of education consumption, so psychology and behavior are very complex and changeable.This paper mainly studies education spending for children ,like consumption level, consumption structure and consumption psychological characteristics and its influencing factors in family situation from psychological perspective. In order to understand the complex and changeable psychological  rules of education consumption, also provide reference for guiding rational consumption.

Keywords: family   educational consumption   consumption psychology

　本研究假设家长为子女进行的教育消费行为受到五个方面因素的影响。根据影响因素的性质的不同，大致可以分为内部因素和外部因素两个方面。其中内部因素包含个体的需要、感知等，而外部因素则包括社会环境、社会群体等。数据处理方法构思如下：(1)描述性统计:对消费水平求平均数，以了解目前家庭教育消费的概况；消费内容、消费结构等频数统计。从而对目前家庭教育消费形成一个宏观的认识。(2)相关分析：将家庭收入、父母教育背景等与年消费金额做相关分析。(3)因素分析：对教育消费的影响因素做因子分析。探究教育背景下消费规律和影响因素，为理性消费提出可行的建议。