80、90后高等教育群体直销行业认知及基于自我效能理论的求职意愿研究.pdfVIP

第十六届直销学术研讨会入选论文 80、90 后高等教育群体直销行业认知及基于自我效能理论的 求职意愿研究 The research of educated “Over 80s”and “Over 90s” groups’ direct selling industry perception and job intentions——the perspective of Self-efficacy Theory 吴宜真 王静 吴莹 南京大学市场营销系副教授 南京大学市场营销系 南京大学市场营销系 wuaiyin@ wuying8823@163.com 摘 要 直销在国内一直备受争议，公众对于直销行业存在很大误解，而从业人员的整体素质偏 低又进一步严重阻碍了行业发展，因此引入优秀人才在当下就显得尤为重要。本文通过对 80、 90 后高等教育群体进行问卷调查，了解他们对于直销行业的认知以及自身的职业选择影响因 素，尝试从自我效能角度分析 80、90 后高等教育群体直销求职意愿，比较 80、90 后群体间 的异同，从中寻找到有潜力加入直销行业的群体并明确其特征，最终对企业如何吸引 80、90 后高等教育群体加入直销行业提出相应建议。 关键词：80、90 后高等教育群体、自我效能、求职意愿 1 第十六届直销学术研讨会入选论文 Abstract Direct selling industry has been debated excessively in China, and there are a lot of misunderstandings in this industry. Furthermore, low qualified employees further hinder the development of the industry. Therefore it is particularly important to attracted qualified newcomers. Based on the questionnaire on educated “Over 80s” and “Over 90s” groups’ perception about direct selling industry and career choice factors, this study tries to analyze their job intentions based on Self-efficacy Theory, moreover, through the comparison between the two groups. The research tries to find the features of the kind of person who has the potential to join in direct selling industry. At last, the article discusses theoretical and managerial implicati