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題名 不同心態招募廣告訴求對求職者企業評價之影響
The Impact of Different Mindset Recruitment Advertising Appeals on Job Seekers` Evaluation of Companies
作者 梁豪任
Liang, Hao-Jen
貢獻者 邱志聖
梁豪任
Liang, Hao-Jen
關鍵詞 新創企業
廣告訴求
內隱理論
企業形象
個人組織認知配適
求職意圖
Startup
Implicit theory
Advertising appeal
Corporate image
Person-organization fit
Job pursuit intention
日期 2023
上傳時間 2-Aug-2023 13:11:18 (UTC+8)
摘要 全球資本市場進入緊縮階段，面對資金取得不易，相對資源豐富的大型企業，資源有限的新創企業將面臨人才招募上的艱困挑戰。而招募廣告是潛在求職者接觸企業的第一步，亦為企業吸引人才的主要方法。有別於一般給人競爭、保守印象的大型企業，新創企業因位處企業成長階段初期，自然形塑快速試誤、學習的形象，究竟不同型態的企業該展現何種招募廣告訴求，方能吸引更多人才加入組織，是台灣新創企業欲解決之重要課題。
本研究在文獻回顧中探討求職者對招募企業衡量的因素，而實驗變數選擇類似於不同企業型態之形象的內隱理論心態，作為企業所採用的不同招募廣告訴求，觀察不同企業型態採用不同招募廣告訴求之交互作用對求職者評價的影響。因此，本研究透過2（大型企業、新創企業） x 2（定型心態、成長心態）之實驗設計，探討兩項變數對於求職者的評價之影響，其中包含求職者認知的企業形象、個人組織認知配適，以及求職意圖，期望能為國內新創企業未來面臨人才吸引、招募挑戰時，能夠提供有效之人才招募策略。
最終本研究在假設推論中獲得部分支持：不同企業型態、不同招募廣告訴求之交互作用對求職者的評價產生影響。其中，不論新創企業採用何種招募廣告訴求，對求職者認知的企業形象將無明顯差異，但當採用成長心態招募廣告訴求時，求職者的求職意圖將顯著高於採用定型心態招募廣告訴求，而當大型企業採用成長心態招募廣告訴求時，求職者認知的企業形象將顯著高於採用定型心態招募廣告訴求，然不論採用何種心態招募廣告，對求職者的求職意圖則無明顯無差異，除此之外，不論新創抑或是大型企業，採用成長心態招募廣告訴求，求職者的個人組織認知配適，皆顯著高於採用定型心態招募廣告訴求。
The deflation of the global capital market makes it difficult for companies to raise funds. Unlike large companies that have abundant resources, small startups with limited resources will face challenges in recruiting talent. Recruitment advertisements not only serve as the first step for potential job seekers to learn about companies but also become a primary method for companies to attract talent. In contrast to large companies, which are often perceived as competitive and conservative, startups build their image as agile and learning-oriented in the early stages of growth. It is a critical issue for Taiwanese startups to determine what kind of recruitment advertising appeals can attract more talent to join.
In this study, we explore several factors that job seekers consider when evaluating recruiting companies based on the literature review. The implicit theory mindset, which is similar to the image of companies, represents the different advertising appeals used by companies. Therefore, this study uses a 2 (large companies, startups) x 2 (fixed mindset, growth mindset) experimental design to investigate the impact of these two variables on job seekers` evaluations, including perceived corporate image, person-organization fit, and job pursuit intentions. The aim is to provide effective recruitment strategies for domestic startups when facing challenges in recruiting talent in the future.
Ultimately, this study partially validates the hypotheses through inference: the interaction between different types of companies and different advertising appeals affects job seekers` evaluations. For startups, there is no significant difference in job seekers` perceived corporate image between using the two types of advertising appeals. However, when using a growth mindset advertising appeal, job seekers` pursuit intentions are significantly higher than when using a fixed mindset advertising appeal. For large companies, when using a growth mindset advertising appeal, job seekers` perceived corporate image is significantly higher than when using a fixed mindset advertising appeal. However, there is no significant difference in job seekers` pursuit intention between using the two types of advertising appeals. Additionally, regardless of whether it is startups or large companies, using a growth mindset advertising appeal leads to significantly higher person-organization fit than using a fixed mindset advertising appeal.
參考文獻 中文部分
1. 邱志聖(2015)。行銷研究：實務與理論應用(第四版)。台北市：智勝文化。
2. 簡立峰(2022年7月5日)。全球新創寒冬將至，台灣新創的生存出路在哪?。數位時代。取自https://www.bnext.com.tw/article/70294/tw-startup-way-new

英文部分
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描述 碩士
國立政治大學
國際經營與貿易學系
110351019
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110351019
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 梁豪任zh_TW
dc.contributor.author (Authors) Liang, Hao-Jenen_US
dc.creator (作者) 梁豪任zh_TW
dc.creator (作者) Liang, Hao-Jenen_US
dc.date (日期) 2023en_US
dc.date.accessioned 2-Aug-2023 13:11:18 (UTC+8)-
dc.date.available 2-Aug-2023 13:11:18 (UTC+8)-
dc.date.issued (上傳時間) 2-Aug-2023 13:11:18 (UTC+8)-
dc.identifier (Other Identifiers) G0110351019en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146336-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 110351019zh_TW
dc.description.abstract (摘要) 全球資本市場進入緊縮階段，面對資金取得不易，相對資源豐富的大型企業，資源有限的新創企業將面臨人才招募上的艱困挑戰。而招募廣告是潛在求職者接觸企業的第一步，亦為企業吸引人才的主要方法。有別於一般給人競爭、保守印象的大型企業，新創企業因位處企業成長階段初期，自然形塑快速試誤、學習的形象，究竟不同型態的企業該展現何種招募廣告訴求，方能吸引更多人才加入組織，是台灣新創企業欲解決之重要課題。
本研究在文獻回顧中探討求職者對招募企業衡量的因素，而實驗變數選擇類似於不同企業型態之形象的內隱理論心態，作為企業所採用的不同招募廣告訴求，觀察不同企業型態採用不同招募廣告訴求之交互作用對求職者評價的影響。因此，本研究透過2（大型企業、新創企業） x 2（定型心態、成長心態）之實驗設計，探討兩項變數對於求職者的評價之影響，其中包含求職者認知的企業形象、個人組織認知配適，以及求職意圖，期望能為國內新創企業未來面臨人才吸引、招募挑戰時，能夠提供有效之人才招募策略。
最終本研究在假設推論中獲得部分支持：不同企業型態、不同招募廣告訴求之交互作用對求職者的評價產生影響。其中，不論新創企業採用何種招募廣告訴求，對求職者認知的企業形象將無明顯差異，但當採用成長心態招募廣告訴求時，求職者的求職意圖將顯著高於採用定型心態招募廣告訴求，而當大型企業採用成長心態招募廣告訴求時，求職者認知的企業形象將顯著高於採用定型心態招募廣告訴求，然不論採用何種心態招募廣告，對求職者的求職意圖則無明顯無差異，除此之外，不論新創抑或是大型企業，採用成長心態招募廣告訴求，求職者的個人組織認知配適，皆顯著高於採用定型心態招募廣告訴求。		zh_TW
dc.description.abstract (摘要) The deflation of the global capital market makes it difficult for companies to raise funds. Unlike large companies that have abundant resources, small startups with limited resources will face challenges in recruiting talent. Recruitment advertisements not only serve as the first step for potential job seekers to learn about companies but also become a primary method for companies to attract talent. In contrast to large companies, which are often perceived as competitive and conservative, startups build their image as agile and learning-oriented in the early stages of growth. It is a critical issue for Taiwanese startups to determine what kind of recruitment advertising appeals can attract more talent to join.
In this study, we explore several factors that job seekers consider when evaluating recruiting companies based on the literature review. The implicit theory mindset, which is similar to the image of companies, represents the different advertising appeals used by companies. Therefore, this study uses a 2 (large companies, startups) x 2 (fixed mindset, growth mindset) experimental design to investigate the impact of these two variables on job seekers` evaluations, including perceived corporate image, person-organization fit, and job pursuit intentions. The aim is to provide effective recruitment strategies for domestic startups when facing challenges in recruiting talent in the future.
Ultimately, this study partially validates the hypotheses through inference: the interaction between different types of companies and different advertising appeals affects job seekers` evaluations. For startups, there is no significant difference in job seekers` perceived corporate image between using the two types of advertising appeals. However, when using a growth mindset advertising appeal, job seekers` pursuit intentions are significantly higher than when using a fixed mindset advertising appeal. For large companies, when using a growth mindset advertising appeal, job seekers` perceived corporate image is significantly higher than when using a fixed mindset advertising appeal. However, there is no significant difference in job seekers` pursuit intention between using the two types of advertising appeals. Additionally, regardless of whether it is startups or large companies, using a growth mindset advertising appeal leads to significantly higher person-organization fit than using a fixed mindset advertising appeal.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻回顧 4
第一節 新創企業 4
第二節 內隱理論 6
第三節 招募廣告 7
第四節 研究推論 9
第三章 研究方法 11
第一節 研究架構 11
第二節 研究變數定義及衡量 12
第三節 實驗設計 13
第四章 研究結果 18
第一節 信度分析 18
第二節 正式問卷結果 19
第五章 結論與建議 27
第一節 研究結果與討論 27
第二節 行銷意涵與建議 30
第三節 研究限制與未來建議 31
參考文獻 33
附錄 40
前測問卷1：新創企業 x 定型心態廣告訴求 40
前測問卷2：新創企業 x 成長心態廣告訴求 42
前測問卷3：大型企業 x 定型心態廣告訴求 44
前測問卷4：大型企業 x成長心態廣告訴求 46
正式問卷1：新創企業 x 定型心態廣告訴求 48
正式問卷2：新創企業 x 成長心態廣告訴求 52
正式問卷3：大型企業 x 定型心態廣告訴求 56
正式問卷4：大型企業 x 成長心態廣告訴求 60		zh_TW
dc.format.extent 2969790 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110351019en_US
dc.subject (關鍵詞) 新創企業zh_TW
dc.subject (關鍵詞) 廣告訴求zh_TW
dc.subject (關鍵詞) 內隱理論zh_TW
dc.subject (關鍵詞) 企業形象zh_TW
dc.subject (關鍵詞) 個人組織認知配適zh_TW
dc.subject (關鍵詞) 求職意圖zh_TW
dc.subject (關鍵詞) Startupen_US
dc.subject (關鍵詞) Implicit theoryen_US
dc.subject (關鍵詞) Advertising appealen_US
dc.subject (關鍵詞) Corporate imageen_US
dc.subject (關鍵詞) Person-organization fiten_US
dc.subject (關鍵詞) Job pursuit intentionen_US
dc.title (題名) 不同心態招募廣告訴求對求職者企業評價之影響zh_TW
dc.title (題名) The Impact of Different Mindset Recruitment Advertising Appeals on Job Seekers` Evaluation of Companiesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
1. 邱志聖(2015)。行銷研究：實務與理論應用(第四版)。台北市：智勝文化。
2. 簡立峰(2022年7月5日)。全球新創寒冬將至，台灣新創的生存出路在哪?。數位時代。取自https://www.bnext.com.tw/article/70294/tw-startup-way-new

英文部分
1. Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York, NY: Free Press.
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