Study Of The Impact Of Perceived Value And Reference Group On The New Generation Of Migrant Workers’ Willingness To Pay Of Vocational Training

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.