【作者】 王庆华；

【导师】 金晓彤；

【作者基本信息】 吉林大学 ， 企业管理， 2013， 硕士

【摘要】 新生代农民工是指“1980年以后出生，户籍在农村，在农村长大，没有接受高等教育，现已进入城市务工或经商的农村流动人口”（金晓彤，2013）。新生代农民工是我国农民工队伍中的新生力量，并日益发展成为我国经济建设的主力军。新生代农民工一般在农村上完学就来到城市，基本没有务农经验，渴望通过在城市打工告别祖辈们“面朝黄土背朝天”的生活，走向全新的前途和命运。但是，由于他们职业素养和专业技能的匮乏，很难在竞争激烈的城市找到理想的工作，获得稳定的收入，还要面对城市人的冷漠和歧视，成为了城市的“边缘人”。因此，新生代农民工必须提高自身的专业知识和技能，而参加职业培训是最主要的途径。目前关于新生代农民工职业培训问题的研究主要集中在教育学、人口学、社会学等领域，并且多是定性分析和比较研究。本文在梳理和总结前人研究的基础上，从消费者行为学的角度，构建了新生代农民工职业培训支付意愿的理论模型。本文采用问卷调查的方法对东北三省一些主要城市中从事不同行业的新生代农民工进行了调研，并对收集的数据进行了分析。数据分析结果表明：（1）感知价值会影响新生代农民工的职业培训支付意愿。并且功能性价值、社会性价值和情感性价值会对职业培训支付意愿产生正向影响，而感知牺牲对职业培训支付意愿产生负向影响；（2）参照群体影响对新生代农民工职业培训支付意愿有正向影响，其三个维度信息性影响、功利性影响和价值表达性影响均与支付意愿正相关；（3）感知风险能够削弱功能价值、社会性价值以及情感性价值对职业培训支付意愿的正向影响，并且加强感知牺牲对支付意愿的负向影响；同时，感知风险能够削弱参照群体影响各维度对支付意愿的正向影响。由此可以看出，新生代农民工职业培训的支付意愿受到感知价值的影响，即受到感知利得和感知利失的权衡结果的影响，同时还会受到周围人以及理想群体的看法和评价的影响。此外，行为结果的不确定性会带来感知风险，感知风险也会左右支付意愿。因此，若想让新生代农民工对职业培训产生高的支付意愿，必须提供他们看重的价值，并在此方面加强宣传；通过减少费用、开设速成班等方式，降低他们的感知付出，由此来提高新生代农民工的感知价值；采用口碑传播、形象代言人等方式，充分利用周围人和理想群体对他们的影响；通过课程试听、“包教包会，学会收费”等手段消除他们的顾虑，降低感知风险。这样，新生代农民工会更加积极主动参加培训，增长知识，增加技能，更快融入城市，为推进国家城市化和现代化进程做出贡献。更多还原

【Abstract】 The new generation of migrant workers refers to “the rural floating populationthat born after1980,the household registration in rural areas, grow up in thecountryside, didn’t receive higher education, and has now entered the city working ordoing business”(Xiao tong Jin,2013). The new generation of migrant workers is thenew strength of migrant workers of China, and increasingly become the main drivingforce of economic construction of our country.The new generation of migrant workers generally finished their study in thecountryside and then come to the city. They have no farming experience, and keen towork in urban areas. They want to say goodbye to their grandparents’ hard life, and towards a new future and destiny. However, because they lack of professional qualityand skills, it is difficult to find an ideal job and get a stable income in the fiercecompetition in the city, they also need to face the indifference and discrimination inthe city, so they become the "marginal man" of the city. As a result, the newgeneration of migrant workers must improve their professional knowledge and skills,and participating in vocational training is the main way.Currently, the research on the new generation of migrant workers’ vocationaltraining mainly concentrate in the field of pedagogy, demography, sociology, andare generally qualitative analysis and comparative study. On the basis of combing andsummarizing predecessors’ research, and from the perspective of consumer behavior,this article build the theory model of the new generation of migrant workers’willingness to pay of vocational training. The author thinks that perceived value andreference group will have an important influence on willingness to pay, and perceivedrisk has a moderating effect on the relationship between perceived value andwillingness to pay, and the relationship between reference group influence andwillingness to pay. This article adopts the method of questionnaire survey to investigate the newgeneration of migrant workers from different industry of the three northeasternprovinces, and analyzes the data collected. Data analysis results show that:(1)Functional value, social value and emotional value are positively related to thewillingness to pay; perceived sacrifice is negatively related to the willingness to pay;(2) Reference group influence is positively related to the willingness to pay;informational influence, utilitarian influence and value-expression influence arepositively related to the willingness to pay;(3) Perceived risk has a negativemoderating effect on the relationship between functional value, social value,emotional value and willingness to pay; and has a positive moderating effect on therelationship between perceived sacrifice and willingness to pay; At the same time, theperceived risk has a negative moderating effect on the relationship between referencegroup and willingness to pay.Thus it can be seen that the new generation of migrant workers’ willingness topay (WTP) of vocational training will be influenced by perceived value, that is to sayit is influenced by the result of weigh the perceived gains and perceived sacrifice, and also influenced by the opinion and evaluation of surrounding and ideal group.Behavior, Moreover, the result of behavior is uncertainty, which will lead to perceivedrisk, and perceived risk will also influence willingness to pay. Therefore, if we wantto let the new generation of migrant workers have a high willingness to pay ofvocational training, we must provide the value that they think highly of, andstrengthen the propaganda; through reducing the cost, offering a crash course, toreduce their perceived sacrifice; With the help of mouth spread and imagespokesperson, making full use of the effect of surrounding and the ideal group;Through curriculum audition and ensuring the learners master the skill and thencharge the curriculum,to eliminate their concerns and reduce perceived risk. In thisway, the new generation of migrant workers will actively participate in vocationaltraining to achieve knowledge and skill, and integrate themselves into the city faster,and contribute to promote the national urbanization and modernization process.更多还原