語言類教學視頻之設計對消費者購買意願的影響

Abstract

互聯網及電腦、手機的普及改變了消費者學習新知的方式。從過去消費者必須在特定時間走進實體教室、消費者無法掌控學習進度及每次學習的內容，到現在消費者可以直接透過大規模開放式線上課程(Massive Open Online Courses, MOOCs)的方式學習各種不同領域的技能，消費者追求學習機會的渠道更具彈性、可控性及普遍性。鑒於越來越多消費者學習習慣的改變，線上課程也從一開始各大學提供的免費MOOCs發展為每位教師、每間培訓機構都能涉入的營利MOOCs。 俾斯麥德語是2015年創立的線上營利德語教學課程平台，本文以此平台為例，探討語言類教學視頻之設計對消費者購買意願的影響。為了協助俾斯麥德語製作出下一版更符合消費者期待的線上視頻課程，筆者從兩方面深入研究。一方面筆者進行了文獻回顧，探索過去關於線上課程設計的相關研究。另一方面，筆者實地進行消費者需求調查，並將調查出的消費者需求透過質性訪談問卷進行驗證。最後筆者結合了文獻回顧的理論、消費者需求的驗證結果及筆者自身累積至今的教學經驗及語言學習趨勢的觀察，提出新版課程的設計規劃。 消費者需求的驗證結果顯示，台灣受試者較偏好德國籍老師及老師出現於畫面中的教學視頻。另外，除非德國籍老師的中文程度夠好，否則消費者偏好德國籍老師直接使用英語進行講解。但是，高顏值教師及活潑歡樂的教學模式對於提升學習者繼續觀看視頻的動力沒有顯著影響。相較於活潑歡樂的教學模式及高顏值的老師，受試者更關心的是整體視頻畫面的設計、教師是否補充足夠的教學範例、課程是否正式、具專業性及老師的教法是否能幫助快速記憶。

The popularity of the Internet, computers, laptops and cell phones has changed the way people learn a new sill or knowledge. In the past, learners must walk into a specific classroom at a specific time in order to learn something, and they were also unable to control the learning content and progress. But now learners can learn almost all kinds of knowledge or skills directly on the Internet. Nowadays, the ways of learning have much more flexibility, controllability and popularity. Due to the fact that learners have changed the way of learning, the development of the on-line courses has also advanced from the original, free Massive Open Online Courses, MOOCs offered by universities to lucrative MOOCs offered by private institutes or every single teacher. “Bismarck German” was established in August, 2015, a platform offering on-line video German lessons. In order to produce a better version of video lessons that can fully fit the needs of consumers, I did the research with the two different ways. On the one hand, I conducted literature review to learn the theories of designing video lessons. On the other hand, I investigated the needs of learning a foreign language of consumers and testified the unmet needs I have obtained from German learnings. In the end, I combined the theories of designing videos lessons, the results of testifying consumers’ needs and my personal teaching experiences and the tendency of learning foreign languages I observed to propose a new design plans of video lessons for “Bismarck German”. According to the results of testifying the consumers’ needs, the subjects in Taiwan prefer the video lessons taught by German teachers and also prefer that the teacher appear in the video. Besides, the subjects can accept that the German teacher uses English directly for teaching if his or her Chinese is not good enough.However, teachers with good-looking faces and lively ways of teaching don’t show significant effect on enhancing subjects’ motivation of learning. The subjects cared more about the fact that whether the teacher offer enough practice opportunities, whether the lessons are formal and professional, and whether the teacher can help them to memorize the content faster.