摘要
0-3岁婴幼儿父母在选择托育服务时,会因动机、背景等因素产生差异性的偏好结构和决策行为.面对市场上多样化的托育服务,父母的选择往往是多重属性的决策.本研究以武汉市某区1867位0-3岁婴幼儿父母为样本,运用选择实验法探讨其对师资学历、托育时间、托育形式、托育费用四个属性的偏好结构及相对重视程度,揭示父母最为青睐的托育服务方案.同时通过集群分析将0-3岁婴幼儿父母偏好结构进行分群,以了解"学历导向型""综合考量型""物美价廉型"三类父母在决策行为上的差异特征,在此基础上提出对策建议,以期为托育服务供给侧结构性改革提供参考依据.
Abstract
Parents of children aged 0-3 years old have differential preference structures and decision-making behaviors based on motivation,background,and other factors when choosing child care services.Faced with diverse childcare services in the market,parents' choice is often a multiple-attribute decision.Using a sample of 1,867 parents of 0-3-year-old children in a district of Wuhan City,the study explores their preference structure and relative importance of four attributes,namely,teacher qualifications,childcare hours,childcare forms,and childcare costs,and reveals the most preferred childcare service options for parents.At the same time,through cluster analysis,the preference structure of parents of children aged 0-3 years was divided into three groups,namely,"education-oriented","comprehensive consideration",and"inexpensive",to understand the differences in decision-making behavior.On the basis of this,appropriate countermeasures are proposed in order to provide reference for the supply-side reform of childcare services.
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