数字素养对市场营销专业大学生就业核心竞争力影响效应研究--基于专业兴趣的中介作用

A Research on the Effect of Digital Literacy on the Core Competitiveness of Employment of Marketing Students--Based on the Intermediary Role of Professional Interest

基于108份嘉兴高校市场营销专业毕业生的问卷调查数据,从数字素养的视角出发,围绕数字操作、数字思维、数字协作和数字伦理4个维度探讨数字素养对市场营销专业毕业生就业核心竞争力的影响,并分析专业兴趣在其中的中介效应。研究结果显示:数字素养对于就业核心竞争力具有正向积极作用,其中数字操作和数字伦理较为显著;专业兴趣在数字素养和就业核心竞争力之间起到部分中介作用。

Based on the survey data of 108 questionnaires done by marketing graduates in local universities in Jiaxing and the idea of digital literacy,the influence of digital literacy on the core competitiveness of marketing graduates employment is discussed from the four dimensions of digital operation,digital thinking,digital collaboration and digital ethics,and the intermediary effect of professional interest is also analyzed.The results show that digital literacy has a positive and active role in core competitiveness of employment and the effect of digital operation and digital ethics is obvious while professional interest plays a partial intermediary role between digital literacy and the core competitiveness.