ABSTRACT:

The study investigates how wellbeing and human resource (HR) benefits affect the perceived value (PERVAL) and companies’ willingness to pay (WTP) for employees’ online education, with special attention to the mediating role of digital customer experience (DCX) and personalization. The research draws on data collected from 3,454 respondents (HR managers, executives, and employees) and applies structural equation modeling (SEM) to test the proposed relationships. The results confirm that HR benefits and wellbeing policies significantly enhance perceived value, which in turn increases firms’ readiness to invest in online learning. Moreover, digital customer experience and personalization further strengthen this relationship by creating more engaging and adaptive learning environments. The findings provide actionable insights for HR managers and decision-makers seeking to integrate wellbeing and learning benefits into strategic human capital development.

САЖЕТАК:

Ова студија истражује на који начин добробит запослених и бенефити из области управљања људским ресурсима (HR) утичу на перципирану вредност (PERVAL) и спремност компанија да плате (WTP) за онлајн образовање запослених, са посебним освртом на посредујућу улогу дигиталног корисничког искуства (DCX) и персонализације. Истраживање се заснива на подацима прикупљеним од 3.454 испитаника (HR менаџера, руководилаца и запослених) и користи структурно моделовање једначина (SEM) за тестирање постављених односа. Резултати потврђују да HR бенефити и политике добробити значајно унапређују перципирану вредност, што даље повећава спремност компанија да инвестирају у онлајн учење. Поред тога, дигитално корисничко искуство и персонализација додатно јачају овај однос креирајући ангажујуће и прилагодљиве образовне средине. Налази пружају практичне смернице HR менаџерима и доносиоцима одлука за интеграцију програма добробити и учења у стратегије развоја људског капитала.

Keywords:

wellbeing, HR benefits, perceived value (PERVAL), digital customer experience (DCX), personalization, willingness to pay (WTP).

Кључне речи:

добробит, HR бенефити, перципирана вредност (PERVAL), дигитално корисничко искуство (DCX), персонализација, спремност за плаћање (WTP).

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