提升公司教育訓練知覺價值與行為意圖之研究：以稀少性線索探討

The Study of How to Raise Perceived Value and Behavioral Intention of Corporate Trainings through Scarcity Cues

林妤珊(Kristina Lin)

指導教授 ： 劉怡靖

國立臺灣大學/管理學院/商學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202001281

摘要

企業每年投入大量資本培訓員工，但員工卻經常無法感受到企業培訓有符合期待。由於受訓者對於培訓的反應會影響其後續學習與移轉結果，員工對培訓抱持負面的態度將影響其學習意圖與成效，長久下來將影響到組織競爭力。本研究嘗試應用商品理論與期望價值理論的概念與原理，提出新的方法來增強受訓者感知到的培訓價值以及產生的受訓意圖。本研究欲探討稀少性線索對受訓者感知培訓價值的影響，以及稀少性線索是否可透過提昇受試者感知培訓的價值而增加受訓意圖。除了檢驗稀少性線索的效果，本研究進一步實驗3種稀少性線索（課程內容、講師背景、報名方式），並檢視稀少性線索的不同操作方式是否會有不同的效果。
本研究以線上實驗的方式，對347位受試者進行實驗，研究受試者接收含有不同程度以及種類的稀少性線索的培訓訊息後，所表達出的培訓課程價值感知與受訓意圖之差異。研究結果顯示：稀少性線索確實會正向影響受訓價值評估與受訓意圖，且稀少性線索與受訓意圖之間的關係會被受訓價值評估部分中介。進行員工培訓課程以前，若事先提供具稀少性線索的培訓相關訊息，即可讓受訓者感受到更高的受訓價值，進而提昇其學習意圖。

關鍵字

員工教育訓練 ； 受訓意圖 ； 稀少性線索 ； 商品理論 ； 期望價值理論 ； 實驗法

並列摘要

For the past decade, corporations have been vigorously investing large sums of capital into training their employees. However, the investment becomes a waste as employees often express disappointment in the training they received. Negative reactions of trainees will result in lower motivation for learning and training transfer intention, harming companies in the long term.
This study aims to propose a new method for enhancing trainees’ positive reaction to training programs by applying commodity theory and expectancy-value theory. The purpose of this study is to investigate the effects of scarcity cues on perceived value of training program, as well as whether scarcity cues can reinforce training intention by way of enhancing their perceived value of training program. In addition to examining the effects of scarcity cues, this study also experiments on 3 different kinds of training program scarcity cues, including training content-related cues, trainer background-related cues, and attendance policy-related cues, to observe if they will have different results.
This study used an online experiment to randomly assign 347 participants into scenarios with different levels and types of training program scarcity cues. The results show that scarcity cues have a positive relationship with training intention, which is partly mediated by trainees’ perceived value of training program. Providing more training program-related scarcity cues enables trainees to feel higher values of training programs, thereby enhancing their training intentions.

並列關鍵字

Employee training ； Training intention ； Scarcity cues ； Commodity theory ； Expectancy-value theory ； Experimental methods

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