PBL体验式营销教学满意度影响因素研究

Research on the Influencing Factors of Experiential Marketing Teaching Satisfaction in PBL Model

PBL体验式营销教学是培养创新型营销人才的重要教学模式,而PBL体验式营销教学满意度是衡量教学质量的重要指标.基于学生对PBL体验式营销课堂全过程的体验,提出了PBL模式中体验式营销教学满意度的理论模型.通过在线调查的方式获取问卷并进行结构方程模型分析,研究结果表明:情境质量体验、团队自学质量体验、教学质量体验三个因素对PBL体验式营销教学满意度有显著影响.

PBL experiential marketing teaching is an important teaching mode to cultivate innovative talents, and PBL experiential marketing teaching satisfaction is an imporLant indicator to measure the quality of teaching. Through the student＇s experience of the whole process of PBL experiential marketing class, the theoretical model of experiential marketing teaching satisfaction in PBL mode is put forward. The questionnaire and structural equation modeling analysis are carried out by means of online survey, the research results show that： situational quality experience, team quality experience, teaching quality experience has a significant impact on PBL experiential marketing teaching satisfaction.