文章基本信息

标题：How Instructor Enthusiasm Influences the Effectiveness of Asynchronous Internet-Based Sales Training
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作者：Aaron D. Arndt ; Ze Wang
期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2014
卷号：22
期号：2
页码：26
出版社：Marketing Management Association
摘要：Purpose of the Study: A growing number of firms are using async hronous online classes to disseminate information to sales employees. While instructor enthusiasm has been shown to improve student learning and motivation in traditional classrooms, previous research has not investigated instructor enthusiasm in asynchronous online classes, where instructor non-verbal behaviors are constrained and students cannot interact in real time. This is an important research gap because a key goal of sales training is to motivate sales students. Accordingly, this research examines the effect of instructor enthusiasm in asynchronous internet-based sales classes on three t ypes of training assessments; (1) student evaluations, (2) learning retention, and (3) behavioral change intentions. Method/Design and Sample: Current sales employees, who were recruited from an online panel, participated in a sales training webinar (n = 137) in which instructor enthusiasm was manipulated to be high or low. The sample reflects practicing sales employees engaged in ongoing education. Results: Findings indicate that high instructor enthusiasm improves student evaluations and evokes positive beh avioral change intentions. Instructor enthusiasm does not enhance learners' rote memorization of information, but significantly enhances their intention to use learned material. Value to Marketing Educators: These findings have implications for designing effective online sales courses and demonstrate the benefits of using multiple types of training assessments to evaluate internet -based sales educators.
关键词：Async hronous online education; sales training; instructor enthusiasm