Parents’ Perceptions of Educational Value and Their Purchasing Behavior in the Picture Book Market

Abstract

Driven by the ideology of "intensive parenting," the children's picture book market in China has experienced significant growth, yet the psychological mechanisms underlying parental consumption remain underexplored. This study investigates how multidimensional perceived values Cognitive, Affective, and Aesthetic influence parents' purchasing behavior. Grounded in Perceived Value Theory and the Theory of Planned Behavior, a quantitative survey was conducted with 358 parents of children aged 0–6. The results reveal a significant "Value-Action Gap" in educational consumption. Although parents explicitly rated Cognitive Value (knowledge acquisition) as the most important attribute, hierarchical regression analysis demonstrated that Affective Value (parent-child bonding) was the strongest predictor of actual purchase frequency (β = 0.415, p < 0.001). Furthermore, the study confirmed a moderating effect of household income on Aesthetic Value; specifically, the visual quality of books significantly drives consumption for high-income families but has negligible impact on low-income households. These findings suggest that while parents articulate a utilitarian desire for education, their purchasing decisions are fundamentally driven by emotional needs and socioeconomic distinction. The study provides theoretical insights into the "Parenting Economy" and offers strategic implications for publishers regarding product positioning and market segmentation.