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題名：行動英語學習心智模式之研究
書刊名：International Journal of Digital Media Design
作者：方之光／黃碧雲／林依吟
作者(外文)：Fang, Jy-kuang／Huang, Bi-yun／Lin, Yi-yin
出版日期：2013
卷期：5:1
頁次：頁33-50
主題關鍵詞：行動學習；隱喻抽取技術；方法-目的鏈；英語學習；心智模式；Mobile learning；Zaltman metaphor elicitation technique；Means-end chains；Learning English；Mental model
原始連結：連回原系統網址new window
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  • 共同引用共同引用:27
  • 點閱點閱:16
本研究聚焦於上述兩大趨勢的交集處--行動英語學習，並透過整合性的質化研究方法，以「隱喻抽取技術」(Zaltman Metaphor Elicitation Technique)為主，「方法－目的鏈」(Means-end chains)理論為輔，萃取使用者對行動英語學習的深層構念。本研究訪談對象分別為六位學生族群與六位上班族群，相互比較後除了可以看到全體受訪者之共識構念之外，也可探討兩族群對行動英語學習之看法有何異同。研究發現，全體受訪者之共識構念認為：行動載具體積小、輕巧好攜帶，隨時隨地都可以使用；英語學習App 具有趣味娛樂的屬性，對使用者會有吸引力；多功能的屬性則可以幫助學習，知道學習進度，讓學習更有效果藉以提升英語能力。從兩個族群不同的心智模式與心智路徑，發現學生與上班族不同的學習動機。學生族群在英文學習上是需要獲得別人認同，需要同儕一起參與；上班族則對於時間、效率較為重視。本研究結果串連了使用者對行動英語學習從屬性、結果到價值的脈絡，透過圖像呈現使用者的心智模式。研究所萃取出之共識構念與路徑，以及不同族群觀點之異同，將可作為市場區隔策略的參考依據，以有助於行動英語學習App 的產品開發與行銷。
New technological developments have inspired and supported innovative learning activities. Mobile phones with intelligent teaching techniques have been increasingly utilized in informal leaning because of their high degree of portability. As learning with a mobile application is different from classroom learning, a new area of study-Mobile Learning (M-Learning) has come into shape. wo groups-university students and office workers participated in the study on the perception and added value of mobile technology for learning English. This study aims to investigate two groups' perception of mobile learning. A blend of qualitative methodologies was adopted including the Zaltman Metaphor Elicitation Technique (ZMET) method, means-end chain approach and laddering process for data collection and analysis. The results showed that the majority of respondents in this study indicated the most significant value of m-learning including device's compactness, portability, no limitation of time and place; amusement of using App and its multifunction. In addition, the motivation of adapting mobile learning between the two groups is different. For students, they want to improve their English proficiency for acquiring a sense of assurance from others of their own worth and need of peer's participation. For office workers, they use m-learning to gain a faster and effective way to learn English. These findings and the mental models depicting the key rational and emotional factors involving in learners' decision process should give valuable information to help designers in developing, implementing and assessing the use of mobile devices for English learning.
期刊論文
1.Appana, S.(2008)。A review of benefits and limitations of online learning in the context of the student, the instructor and the tenured faculty。International Journal on E-Learning，7(1)，5-22。  new window
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3.Boyinbode O. K.、Akinyede R. O.(2005)。Mobile learning: An application of mobile and wireless technologies in Nigerian Learning System。International Journal of Computer Science and Network Security，8，386-392。  new window
4.Cheng, L.、Wang, H.(2004)。Understanding professional challenges faced by Chinese teachers of English。TESL-EJ，7(4)，1-14。  new window
5.Paechter, Manuela、Maier, Brigitte、Macher, Daniel(2010)。Students' expectations of, and experiences in e-learning: Their relation to learning achievements and course satisfaction。Computers and Education，54(1)，222-229。  new window
6.Butler, Y. G.(2004)。What level of English proficiency do elementary school teachers need to attain to teach EFL? Case studies from Korea, Taiwan, and Japan。TESOL Quarterly，38(2)，245-278。  new window
7.Wan, Z.、Wang, Y.、Haggerty, N.(2008)。Why people benefit from e-learning differently: The effects of psychological processes on e-learning outcomes。Information and Management，45(8)，513-521。  new window
8.Coulter, R. H.、Zaltmann, G.(1994)。Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images。Journal of Advertising Research，21(1)，501-507。  new window
9.Coulter, R. A.、Zaltman, G.、Coulter, K. S.(2001)。Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique。Journal of Advertising，30(4)，1-21。  new window
10.Catchings-Castello, Gwendolyn(2000)。The ZMET alternative: A nontraditional, multidisciplinary technique lets marketing researchers analyze what customers want。Marketing Research，12(2)，6-12。  new window
11.Chinnery, G. M.(2006)。Emerging Technologies going to the MALL: mobile assisted language learning。Language Learning & Technology，10(1)，9-16。  new window
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16.Christensen, Glenn L.、Olson, Jerry C.(2002)。Mapping Consumers' Mental Models with ZMET。Psychology and Marketing，19(6)，477-502。  new window
17.Sun, P.-C.、Tsai, R. J.、Finger, G.、Chen, Y.-Y.、Yeh, D.(2008)。What Drives a Successful E-Learning? An Empirical Investigation of the Critical Factors Influencing Learner Satisfaction。Computers & Education，50(4)，1183-1202。  new window
18.Levitt, Theodor(1960)。Marketing Myopia。Harvard Business Review，38(4)，45-56。  new window
19.Zaichkowsky, Judith Lynne(1994)。The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising。Journal of Advertising，23(4)，59-70。  new window
20.Harper, D.(2002)。Talking about pictures: a case for photo elicitation。Visual Studies，17(1)，13-26。  new window
21.Gutman, J.、Miaoulis, G.(2003)。Communicating a quality position in service delivery: An application in higher education。Managing Service Quality，13(2)，105-111。  new window
研究報告
1.財團法人資訊工業策進會(2010)。國內外數位學習產業現狀與產值調査分析報告狀與產值調査分析報告。台北：經濟部工業局。  延伸查詢new window
2.財團法人資訊工業策進會(2012)。經濟部工業局101年度專案計畫期末執行成果報告--數位學習與典藏產業推動計畫。台北：經濟部工業局。  延伸查詢new window
3.O'Malley, C.、Vavoula, G.、Glew, J. P.、Taylor, J.、Sharpies, M.、Lefrere, P.(2003)。MOBIlearn WP4 - Guidelines for learning/teaching/tutoring in a mobile environment。  new window
學位論文
1.黎瓊麗(2005)。國小學童英語學習動機、學習策略與學習成就之相關性研究：以屏東地區國小為例(博士論文)。國立屏東師範學院。new window  延伸查詢new window
圖書
1.朱俊哲(1989)。學英文的竅門。台北：創興。  延伸查詢new window
2.Zaltman, G.、余宜芳(2004)。為什麽顧客不掏錢？解讀消費者心智密碼。台北：早安財經文化。  延伸查詢new window
3.Ariely D.、周宜芳(2010)。誰說人是理性的。台北：天下文化。  延伸查詢new window
4.財團法人資訊工業策進會(2011)。2011臺灣智慧型裝置持有與服務使用行為調査報告。台北：經濟部技術處。  延伸查詢new window
5.Parry, M. E.(2001)。Strategic marketing management: A means-end approach。New York：McGraw-Hill。  new window
6.Shank, R. C.(1990)。Tell ma a story: Narrative and intelligence。Evanston, IL：Northwestern University Press。  new window
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9.Deci, Edward、Ryan, Richard(1985)。Intricic Motivation and Self-determination。New York, NY：Plenum Press Publishing Co.。  new window
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11.邱連煌(20070000)。成就動機：理論、研究、策略、與應用：如何激發與維持學生學習動機。臺北市：文景書局。new window  延伸查詢new window
12.Mitchell, A.(1983)。The Nine American Lifestyles。New York：Warner。  new window
13.Rokeach, M.(1975)。The Nature of Human Values。New York：Free Press。  new window
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18.Crystal, David(2003)。English as a global language。Cambridge University Press。  new window
19.Lakoff, George P.、Johnson, Mark、周世箴(2006)。我們賴以生存的譬喻。聯經出版事業股份有限公司。  延伸查詢new window
20.Zaltman, Gerald(2003)。How Customers Think: Essential Insights into the Mind of the Market。Harvard Business School Press。  new window
21.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
其他
1.台灣大學(2012)。101年全民英檢能力分級檢定測驗(GEPT)成績統計報告，http://www.lttc.ntu.edu.tw/academics/GEPT_ScoreR_Doc/10年%20GEPT年度報告.pdf， 2013/09/10。  延伸查詢new window
2.時報資訊(2013)。IDC：今年全球行動裝置出貨量，年增5.9%，http://tw.money.yahoo.com/news_article/adbf/d_a_130624_3_3uzbl， 2013/09/07。  new window
3.American Society of Training and Development(2010)。Glossary，http://www.astd.org/NR/rdonlyres/F35CC72E-0BCC-4250-944D-6007EB2B8314/17649/ASTDHandbookglossary.pdf， 2010/05/06。  new window
4.Apple(2013)。50 billion app downloads，http://www.apple.com/tw/itunes/50-billion-app-countdown， 2013/09/06。  new window
5.Quinn, C.(2000)。MLearning: Mobile, Wireless, In-Your-Pocket Learning，http://www.linezine.com/2.1/features/cqmmwiyp.htm。  new window
6.Sterling, G.(2013)。App Downloads: Apple Reaches 50 Billion, Google Play 48 Billion，http://marketingland.com/dueling-app-downloads-apple-reaches-50-billion-google-play-48-billion-44050， 2013/09/08。  new window
7.Zaltman, G.，Morse, G.(2002)。Hidden minds，http://hbr,org/2002/06/hidden-minds/ar/l。  new window
8.Keegan, D.(2005)。The incorporation of mobile learning into mainstream education and training，http://www.mlearn_org/mlearn2005/CD/papers/keeganl.pdf， 2013/09/06。  new window
 
 
 
 
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