企业员工参与付费英语学习的影响因素研究——基于消费者行为理论的视角.pdf

华东师范大学硕士学位论文 内容摘要 企业员工作为典型的成人学习群体，其学习行为具有学习成本高、学习时间 少、学习目的明确等鲜明特征；而目前市面上与企业员工英语学习需求相匹配的 英语课程大多以“商品”“服务”的形式呈现，企业员工需通过付费购买英语学 习产品以达到参与相关英语学习的目的。企业员工同时具备“商品消费者”与“成 人学习参与者”二元身份。 本研究以消费者行为理论为研究视角，以问卷调查为主，访谈为辅，综合消 费者行为理论和成人学习参与理论，对员工参与英语学习的参与意愿、影响因素 类型、影响因素的影响力水平进行了调查和分析。 通过研究，发现企业员工作为成人学习者和消费者，在消费英语学习产品即 参与英语学习的过程中，会受到内在因素—产品认知、外在因素—主观规范、机 构因素—机构质量和刺激因素—风险感知等四类因素的影响；且四类影响因素的 影响力水平不同，呈现出“内在因素＞机构因素＞外在因素＞刺激因素”的样态； 不同个人特征的企业员工关于付费英语学习的参与意愿体现出差异性，其学习参 与意愿的受影响程度也各有不同；同时笔者证明消费者行为理论模型可以解释企 业员工付费英语学习的参与意愿。 关键词：企业员工，学习参与，影响因素，参与意愿 I 华东师范大学硕士学位论文 ABSTRACT As a typical adult learning group, the learning behavior of enterprise employees is characterized by high learning cost, less learning time and clear learning purpose. At present, most of the English courses matching the English learning needs of enterprise employees are presented in the form of goods and services. Enterprise employeesneed topay for English learningproductstoparticipate in relevant English learning The purpose of learning. Enterprise employees have dual identities of commodity consumersand adult learningparticipants. Based on consumer behavior theory and adult learning participation theory, this study investigates and analyzes the influencing factors of employee participation in English learning. Through the research, it is found that as adult learners and consumers, in the process of consuming English learning products, that is, participating in English learning, enterprise employees will be influenced by four kinds of factors: internal factors-product cognition, external factors-subjective norms, institutional factors-institutional quality and stimulating factors-risk perception, and the influence level of the four kinds of factors is different, showing