高校学生新业态认知对就业意愿的影响研究——基于计划行为理论的实证分析

The Impact of College Students'Cognition of New Forms of Business on Their Employment Intention——Empirical Analysis Based on Theory of Planned Behavior

新业态为解决高校学生就业难题提供了新选择,明确高校学生的新业态就业意愿可为就业促进提供重要依据。基于湖北省高校一手调查数据,以计划行为理论为分析框架,采用结构方程模型,从态度、主观规范和知觉行为控制三个维度实证分析高校学生新业态认知对其就业意愿的影响,结果表明:高校学生对新业态就业的态度越积极,如职业兴趣和职业期望越高,其新业态就业意愿越强烈;在主观规范方面,家人、亲朋、老师和同学对新业态就业的评价显著影响高校学生的就业意愿;知觉行为控制是关键影响因素,高校学生对新业态的收入水平、了解程度、信息获取能力和家庭经济条件的评估会显著影响其就业意愿。据此,需促进高校学生强化对新业态就业的认知并提升其就业适应能力,家庭和学校实现共建共育,企业和政府创造良好的就业环境,使多主体共同参与促进高校学生高质量就业。

The new form of business provides a new choice to solve the problem of college students'employment,and making clear the college students'intention of new form of employment(NFE)will provide an important basis for employment promotion.Based on the survey data of colleges in Hubei Province,this paper takes Planned Behavior Theory as the analytical framework and adopts structural equation model to analyze the impact of students'cognition of new form of business on their employment intention.The research shows that the more positive the attitude of college students towards NFE,such as the higher the career interest and career expectation,the stronger their willingness to participate in NFE.In terms of subjective norms,the evaluation of NFE by family members,relatives,teachers and classmates has a significant impact on students'employment intention.Perceptual behavioral control is the key influencing factor,and the college students'assessment of the income level,understanding degree of NFE,information acquisition ability of NFE and family economic conditions will significantly affect their employment intention.Therefore,it is necessary to promote college students to strengthen their cognition of NFE and enhance their employment adaptability,achieve co-education between families and schools,and create a good employment environment between enterprises and the government,so that multi-subject can participate in promoting high-quality employment of college students.