企業校園招募活動導入桌上型虛擬實境之Z世代使用意圖與行為分析

Abstract

在COVID疫情期間，實體企業校園徵才博覽會轉為線上招募活動逐漸成為主流，而在後疫情時代，先前的數位招募活動經驗更推進了企業開創新型態校園招募行銷方式的基石。許多國內外企業相繼推出不同形式之桌上型虛擬實境校園招募活動，依活動內容屬性可分成四種類別：虛擬企業參訪、虛擬實境企業說明會、虛擬實境招募展覽以及整合型虛擬招募空間。\n\n本研究基於改良後之延伸型整合科技接受模型為研究架構，以探討2023至2024年之企業校園招募目標對象：Z世代對於桌上型虛擬實境校園招募活動之使用意圖及行為。由於先前缺乏企業桌上型虛擬實境校園招募活動的相關研究，因此研究方法首先與4位企業招募與管理專家進行半結構式訪談，透過SWOT分析整理企業對於桌上型虛擬實境校園招募活動的招募策略；也利用問卷調查法搜集318份有效問卷，以改良後之UTAUT2研究模型為基礎進行問項設計，探討Z世代之使用意向及行為；接著邀請5位Z世代填答者進行測試與訪談，以更深入了解Z世代意向之背後原因並觀察、統計其使用行為，更從訪談中梳理Z世代對於桌上型虛擬實境招募空間之期待與未來實務上能改善的方向。\n\n研究結果發現，企業導入桌上型虛擬實境可有效提升該企業對Z世代之僱主品牌形象；「知覺有趣性」是影響Z世代使用桌上型虛擬實境校園招募平台意願之關鍵因素；「資訊領域個人創新特性」驅使Z世代嘗試企業推出的新招募方法。在使用行為上，Z世代認為「方便性」為其最重要之使用因素，而互動行為則以「娛樂感」為最滿意的項目。期望及改善層面，Z世代則是期望於桌上型虛擬實境校園招募空間有一對一導覽者帶領，並於體驗上提升自由移動之能力，遊戲化之設計亦有助於提升知覺有趣程度，提升使用意願及使用體驗。

During the COVID pandemic, physical on-campus job fairs transformed into online recruitment events, making the on-campus and online hybrid method the main recruiting approach. In the post-pandemic era, previous digital recruitment experience has further propelled companies to explore new forms of campus recruitment events.\n\nCompanies around the world have introduced different forms of desktop virtual reality campus recruitment activities, which can be categorized into four types based on their activity type: virtual company visits, virtual reality company presentations, virtual reality recruitment exhibitions, and integrated virtual recruitment spaces. This study utilizes an extended and modified version of the Unified Theory of Acceptance and Use of Technology (UTAUT2) model as the research framework. The primary objective is to examine the user intentions and behaviors of Generation Z, who are the target audience for corporate campus recruitment activities using desktop virtual reality.\n\nDue to the lack of prior research on desktop virtual reality campus recruitment activities, the research methodology initially involved interviews with four recruitment and management experts to gather recruitment strategies using SWOT analysis. Additionally, a questionnaire survey based on the modified UTAUT2 model was conducted, collecting 318 valid responses to explore the user intentions and behaviors of Generation Z. Furthermore, five Gen Z respondents were invited for testing and interviews to gain a deeper understanding of the underlying reasons behind their intentions and to analyze their usage behaviors.\n\nThe research made a deeper dive into Gen Z`s expectations for desktop virtual reality recruitment spaces and directions for future improvements. The research findings indicate that the adoption of desktop virtual reality can effectively enhance an employer brand`s image among Gen Z. Furthermore, "Perceived enjoyment" was identified as the key factor influencing Gen Z`s willingness to use these platforms, while their "Personal Innovativeness in the Domain of Information Technology" drives their interest in trying out new recruitment methods.\n\nIn terms of usage behavior, Gen Z considers "convenience" as the most important factor, while "entertainment value" was the most satisfying aspect in terms of interactive experiences. When it comes to expectations and areas for improvement, Gen Z desires a one-on-one tour guide and seeks enhanced freedom of movement during the experience. The incorporation of gamification elements also contributes to increasing the perceived enjoyment and improving usage intentions and experiences.