新生代农民工职业培训支付意愿的影响因素

Research on Influencing Factors of the New Generation of Migrant Workers' Willingness to Pay for Vocational Training

本文基于我国西北少数民族地区外出打工的439份新生代农民工调查问卷,对新生代农民工职业培训支付意愿的影响因素进行实证分析。结果表明,功能价值、情感价值和社会价值能够促进新生代农民工职业培训支付意愿的形成;参照群体的信息性影响、功利性影响和价值表达性影响也能够提高新生代农民工的职业培训支付意愿;感知风险对于感知价值、参照群体影响与新生代农民工职业培训支付意愿的关系具有显著的负向调节作用。据此,相关企业和培训部门可以优先考虑从提高感知价值和调动参照群体影响着手,有针对性地设计职业培训内容、推广职业培训项目,逐步消除新生代农民工的风险隐忧,提升其人力资本的价值。

Based on the 439 questionnaires from the Minority in Northeast Countryside in China, this paper makes empirical research on the influencing factors of new generation of migrant workers＇ willingness to pay for vocational training. Results show that perceived value will promote new generation of migrant work- ers＇ willingness to pay for vocational training, reference group influence could also improve their purchase intention, and perceived risk has a significant negative moderating impact between perceived value/refer- ence group influence and their willingness to pay. Hence the enterprises and training departments need to consider perceived value and reference group influence when they design and launch vocational training programs. The conclusions are also helpful for government to promote cultural consumption.