服务营销视角下成人在线学习障碍扎根分析  

Barriers to adult online learning from the perspective of service marketing: a grounded theory research

作　　者：黄洵[1] 

机构地区：[1]四川广播电视大学经济管理学院

出　　处：《中国远程教育》2016年第11期35-42,80,共8页Chinese Journal of Distance Education

基　　金：四川省教育厅2016年科研一般项目"基于成人学生在线学习障碍的在线辅导策略研究"(课题编号:16SB0411)研究成果

摘　　要：当前,随着在线学习的快速推进,在线学习服务方式也须随之发生深刻变革。成人学生在线学习的障碍有哪些?它们之间如何相互影响?这些是在线学习理论界和实践界都无法回避的核心问题。提升服务质量是增强在线学习吸引力,促进在线教育质量提高的重要途径。成人学生是在线学习服务的重要对象,厘清成人学生在线学习障碍对改善其学习成效、提高远程教育服务质量具有重要意义。本研究以服务营销的视角切入,在梳理和述评已有研究的基础上,运用扎根理论的质性研究方法,归纳出成人在线学习障碍的4大范畴与17项障碍点,并对成人学生在线学习障碍及范畴间障碍交互关联进行分析。在此基础上,结合服务营销理论,提出了提升在线学习服务质量的具体策略和措施。With the increasing popularity of online learning comes the necessity of change in its mode of learning service. What are adults' barriers to online learning? How do these barriers impact on each other?These are key questions facing online learning theory and practice. Improving service quality is an important means of enhancing the attractiveness of online learning and contributing to its quality. Since adults are the main target customers of online learning, identifying their barriers to online learning is crucial to improving their learning outcomes by giving them high quality service. Informed by the service marketing theory, this article starts with a review of literature and uses the grounded theory to conduct a qualitative study of adults' barriers to online learning. The resulting 17 barriers are categorized into four types before they are discussed. Specific strategies and measures are also proposed.

关 键 词：服务营销 服务质量 成人学生 在线学习障碍 网络教育因素 

分 类 号：G442[哲学宗教—心理学]