A Study of the Hierarchical Value Map of E-Learner-The Perspective of Means-End Chain

• Main Authors: Ming-Chiang Yuan, 袁明強
• Other Authors: Ya-Kan Chiu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/99506594970261400779

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 98 === E-learning refers to the mass delivery of learning materials and knowledge through the use of computer and Internet technology; it is designed to improve individual and organizational knowledge learning effects . First, from the cost perspective, e-learning contents can be repeatedly shared and reused, thus reducing the organizational and operational costs of education and training. Second, from the perspective of improving competitiveness or the organizational learning effect, the benefits of e-learning include 1) contributing to the establishment of “learning organizations,” 2) developing a knowledge-sharing organizational culture and accelerating cooperation for knowledge capital building, 3) improving knowledge innovation in organizations and creating knowledge advantages, and 4) facilitating knowledge management in organizations and enhancing competitiveness . In recent years, schools, business organizations, and government agencies all over the world have been actively introducing e-learning systems. For example, Shih Hsin University included e-learning as a development priority in the Construction of High-quality Environment, a subproject of the Teaching Excellence Project. In 1994, the university introduced the “Private Tutor Software Teaching Courses Online” (url:http://tutor.shu.edu.tw). After four years since it was launched, Private Tutor has only received more than 43,000 visits. Shih Hsin University has over 11,000 students, and on average every student uses Private Tutor only once a year. Why does such a costly and well-designed online teaching platform software attract low utilization? Is it due to problems with the content design of the online courses or with platform functions? Is it due to low learning motivations and the spontaneous deficiencies of students? Are there any other issues? This study begins with an exploratory research. By employing the means-end chain, the Zaltman metaphor elicitation technique, and other theories and methods, this study conducts an in-depth exploration of users’ experiences in the Private Tutor system, thus uncovering the true causes behind the low utilization rate of the system. Finally, according to the research results, this study attempts to provide recommendations on the use of the “Private Tutor Software Teaching Courses Online,” including the use of the Private Tutor system in the most efficient way in pure e-learning courses and in combinational teaching courses (i.e., integrating traditional face-to-face and online teaching). This study is expected to contribute to improving the application effect of the Private Tutor system or of similar e-learning systems. Eeach teaching method has its advantages and limitations, and the e-learning method is not an exception. Sometimes, the problem may not entirely come from the system itself but from the users not finding the most effective way of utilizing the system.