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題名 口碑傳播內容對組織人才吸引力之影響－以會計師事務所為例
Exploring the effects of the content in word-of-mouth to the organizational attractiveness: the case of accounting firm
作者 鍾閔鈁
Chung, Min Fang
貢獻者 黃家齊
Huang, Jia Chi
鍾閔鈁
Chung, Min Fang
關鍵詞 組織人才吸引力
雇主知識
口碑傳播
organizational attractiveness
employer knowledge
word-of-mouth
日期 2011
上傳時間 30-Oct-2012 10:10:02 (UTC+8)
摘要 於知識經濟時代中，人才已為組織中最重要的資產之一，然對於許多知識工作者來說，由於其提供的專業知識的替代性較低，也因此在就業市場不再是買方獨大的局面，人才在「求職」的同時，雇主也在「求才」。因此如何使潛在的人才對一組織有更高的組織人才吸引力 (organizational attractiveness)，進而願意投身進該組織服務，便為組織在這個時代的人力資源管理領域一個重要的議題。
會計師事務所所處的產業便為典型的提供客戶專業知識的產業型態，加上產業的人才流動率較高，因此各事務所對於專業人才的需求始終居高不下，許多徵才活動也紛紛推出。然而對於會計系應屆畢業生來說，他們對於事務所真正在意的屬性是甚麼？事務所又是如何才能真正吸引到這些專業人才？本研究欲從此核心問題，參考學者之雇主知識 (employer knowledge)模型進行探討，另外於實務中，多數的應屆畢業生也常透過詢問學長姐或朋友以獲得更多與事務所相關資訊的情形，而在這樣口碑傳播 (word-of-mouth)的脈絡下，傳播者對事務所的了解程度高的是否會產生組織人才吸引力的影響呢？
本研究結果發現，雇主知識中給足加班津貼的薪資制度之工作資訊及較高的雇主聲望將會正向影響潛在求職者之組織之人才吸引力。建議實務組織可循此方向強化其組織人才吸引力，本研究亦提出後續研究建議，仍賴未來研究者之探索。
The talents are the most essential assets for the organizations in the era of knowledge economy. For lots knowledge workers, the knowledge they have is less substitutable, so the organizations are not stronger in the labor market anymore. In the mean time the talents seek for the jobs, the employers also seek for the talents. How to increase the organizational attractiveness to the potential job seekers is an important issue in the human resource management.
In the industry of the accounting firms especially emphasize on the profession and knowledge. They keep looking for talented employees so eagerly because of the high turnover ratio. For the students of the major in accounting, what do they really care about? How can the accounting firm attract the potential job seekers?
In this thesis, we will use the employer knowledge model to discover the effects to the organizational attractiveness. Students also seek for more information about the organizations by asking the seniors or friends. In the context of word-of-mouth, we wonder the expertise of the information senders will affect the organizational attractiveness.
In the result of the research, the non-deducted overtime compensation plan and higher employer reputation will increase the potential job seekers’ organizational attractiveness. The accounting firms can improve the attractiveness from these aspects.
參考文獻 一、中文部份
行政院金融監督管理委員會，2010，會計師事務所服務業調查報告，台北市：行政院金融監督管理委員會。
吳碧娥，2010年7月11日，四大會計師事務所 大舉搶人，經濟日報A6版。
洪育忠，1998，社會新鮮人選企業的主要考量，管理雜誌，第287期。
涂金堂，2010，SPSS與量化研究，台北市，五南。
傅文芳，2001，會計師事務所人力資源政策研究，國立台灣大學會計學系碩士論文。
黃俊英，2008，行銷研究 管理與技術，台北市，華泰。
彭思萍，2008，口碑對潛在求職者組織吸引力之影響，國立中山大學人力資源管理研究所碩士論文。
楊文芬，2009，企業形象對組織人才吸引力之影響：以應徵者個人差異為干擾變數，國立交通大學經營管理研究所博士論文。
蔡芬芳，1997，自尊對自利歸因的影響：自我概念內容與結構的交互作用。國立台灣大學心理學系博士論文。
蔡維奇、黃家雄與顏麗真，2008，人力資源管理制度及其組合對組織人才吸引力之影響，臺大管理論叢，19卷1期：頁1-28。
顏麗真，2001，人力資源管理制度對組織人才吸引力之影響：交互作用之探討，國立台灣科技大學企業管理系碩士論文。

二、英文部份
Anderson, E. W. 1998. Customer satisfaction and word of mouth. Journal of Service Research, 1: 5-17.
Anthony, W. P., Perrewe, P. L., & Kacmar, K. M. 1996. Strategic human resource management. Orlando, FL: Dryden Press.
Bansal, H. S., & Voyer, P. A. 2000. Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3: 166-177.
Barber, A. E. 1998. Recruiting employees: Individual and organizational perspectives. Thousands Oaks, CA: Sage Publications.
Baron, R. M. & Kenny, D. A. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173.
Baumeister, R. F., Tice, D. M., & Hutton, D. G. 1989. Self-Presentational Motivations and Personality Differences in Self-Esteem. Journal of Personality, 57(2): 547-579.
Belt, J. A., & Paolillo, J. G. P. 1982. The influence of corporate image and specificity of candidate qualifications on recruitment advertisement. Journal of Management, 8, 105-112.
Bone, P. F. 1992. Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19(1): 579-583.
Bone, P. F. 1995. Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32, 213-223.
Brown, J. J., & Reingen, P. H. 1987. Social ties and word-of-mouth referral behavior, Journal of Consumer Research, 14: 350-362.
Buttle, F. A. 1998. Word of mouth: Understanding and managing referral marketing. Journal of Strategy Marketing, 6: 241-254.
Byrne, D. 1969. Attitudes and attraction. In: L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 4: 35-89. New York: Academic Press.
Cable, D. M., & Judge, T. A. 1994. Pay preference and job search decisions: A person-organization fit perspective. Personnel Psychology, 47(2): 317-348.
Cable, D. M., & Judge, T. A. 1996. Person-organizational fit, job choice, and organizational entry. Organizational Behavior and Human Decision Processes, 67: 294-311.
Cable, D. M., & Turban, D. B. 2001. Establishing the dimensions, sources and value of job seekers’ employer knowledge during recruitment. Research in Personnel and Human Resources Management, 20: 115-163.
Chapman, D. S.;Uggerslev, K. L.;Carroll, S. A.;Piasentin, K. A.;Jones, D. A. 2005. Applicant attraction to organizations and job choice: A meta-analytic review of the correlates of recruiting outcomes. Journal of Applied Psychology, 90(5): 928-944
Cohen, J. B., & Golden, E. 1972. Informational social influence and product evaluation. Journal of Applied Psychology, 56: 54-59.
Ehrhart, K. H., & Ziegert, J. C. 2005. Why are individuals attracted to organization? Journal of Management, 31(6):901-919
Forbrun, C., & Shanley, M. 1990. Reputation: Realizing the value from the corporate image. Boston, MA: Harvard Business School Press.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. 1998. A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26: 83-100.
Graen, G. B., Scandura, T. A., & Graen, M. R. 1986. A field experimental test of the moderating effects of growth need strength on productivity. Journal of Applied Psychology, 71: 484-491.
Hackman, J. R., & Oldham, G. R. 1976. Motivation through the design of work: Test of a theory. Organizational Behavior and Human Performance, 16: 250-279.
Hackman, J. R., & Oldham, G. R. 1980. Work redesign. Reading, MA: Addison-Wesley.
Harrison-Walker, L. J. 2001. The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1): 60-75.
Highhouse, S., Stierwalt, S. L., Bachiochi, P., Elder, A. E., & Fisher, G. 1999. Effects of advertised human resource management practices on attraction of African American applicants. Personnel Psychology, 52(2): 425-442.
Judge, T. A., & Bretz, R. D. 1992. Effects of work values on job choice decisions. Journal of Applied Psychology, 77, 261-271
Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57: 1-22.
Kristof, A. L. 1996. Person-organization fit: An integrative review of its conceptualizations, measurement, and implications. Personnel Psychology, 49(1): 1-49.
Lau, G. T., & Ng, S. 2001. Individual and situational factors influencing negative word-of-mouth behaviour. Canadian Journal of Administrative Sciences, 18(3): 163-178.
Li, L.,& Roloff, M. E. 2007. Organizational culture and compensation systems: An examination of job applicant’s attraction to organizations. International Journal of Organizational Analysis, 15(3): 210-229.
Lievens, F., Decaesteker, C., Coetsier, P., & Geirnaert, J. 2001 Organizational attractiveness for prospective applicants: A person-organization fit perspective. Applied Psychology: An International Review, 50 (1): 30-51
Lievens, F., Van Hoye, G.,& Schreurs, B. 2005. Examining the relationship between employer knowledge dimensions and organizational attractiveness: An application in a military context. Journal of Occupational and Organizational Psychology, 78: 553-572.
Richins, M. L., & Dawson, S. 1992. A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3): 303-316.
Richins, M. L., Mick, D. G. (Ed.), & Monroe, K. B. (Ed.). 2004. The material values scale: Measurement properties and development of a short form. Journal of Consumer Research, 31(1): 209-219.
Rosenberg, M. 1965. Society and the adolescent self - image. Princeton, NJ: Princeton University Press.
Schreurs, B.; Druart, C.; Proost, K.; De Witte, K. 2009. Symbolic Attributes and Organizational Attractiveness: The moderating effects of applicant personality. International Journal of Selection and Assessment, 17(1): 35-46.
Spence, M. 1973. Job market signaling. Quarterly Journal of Economics, 87(3): 355-374.
Stimpson, J.,1999. Staffing solutions. The Practical Accountant, 32(11): 34-42.
Tajfel, H. & Turner, J. C. 1986. The social identity theory of inter-group behavior. In: S. Worchel and L. W. Austin (Eds.), Psychology of Intergroup Relations. Chicago: Nelson-Hall
Turban, D. B., Campion, J. E., & Eyring, A. R. 1995. Factors related to job acceptance decisions of college recruits. Journal of Vocational Behavior, 47: 193-213.
Turban, D. B., & Greening, D. W. 1996. Corporate social performance and organizational attractiveness to prospective employees. Academy of Management Journal, 40(3): 658-672.
Turban, D. B., & Keon, T. L. 1993. Organizational attractiveness: An interactionist perspective. Journal of Applied Psychology, 78(2): 184-193.
Van Hoye, G., & Lievens, F. 2007. Social influences on organizational attractiveness: Investigating if and when word-of-mouth matters. Journal of Applied Social Psychology, 37: 2024-2047.
Van Hoye, G. & Lievens, F. 2009.Tapping the grapevine: A closer look at word-of-mouth as a recruitment source. Journal of Applied Psychology, 94(2): 341-352.
Vroom, V. H. 1964. Work and Motivation. Wiley, New York.
描述 碩士
國立政治大學
企業管理研究所
97355026
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0097355026
資料類型 thesis
dc.contributor.advisor 黃家齊zh_TW
dc.contributor.advisor Huang, Jia Chien_US
dc.contributor.author (Authors) 鍾閔鈁zh_TW
dc.contributor.author (Authors) Chung, Min Fangen_US
dc.creator (作者) 鍾閔鈁zh_TW
dc.creator (作者) Chung, Min Fangen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:10:02 (UTC+8)-
dc.date.available 30-Oct-2012 10:10:02 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:10:02 (UTC+8)-
dc.identifier (Other Identifiers) G0097355026en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54147-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 97355026zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 於知識經濟時代中，人才已為組織中最重要的資產之一，然對於許多知識工作者來說，由於其提供的專業知識的替代性較低，也因此在就業市場不再是買方獨大的局面，人才在「求職」的同時，雇主也在「求才」。因此如何使潛在的人才對一組織有更高的組織人才吸引力 (organizational attractiveness)，進而願意投身進該組織服務，便為組織在這個時代的人力資源管理領域一個重要的議題。
會計師事務所所處的產業便為典型的提供客戶專業知識的產業型態，加上產業的人才流動率較高，因此各事務所對於專業人才的需求始終居高不下，許多徵才活動也紛紛推出。然而對於會計系應屆畢業生來說，他們對於事務所真正在意的屬性是甚麼？事務所又是如何才能真正吸引到這些專業人才？本研究欲從此核心問題，參考學者之雇主知識 (employer knowledge)模型進行探討，另外於實務中，多數的應屆畢業生也常透過詢問學長姐或朋友以獲得更多與事務所相關資訊的情形，而在這樣口碑傳播 (word-of-mouth)的脈絡下，傳播者對事務所的了解程度高的是否會產生組織人才吸引力的影響呢？
本研究結果發現，雇主知識中給足加班津貼的薪資制度之工作資訊及較高的雇主聲望將會正向影響潛在求職者之組織之人才吸引力。建議實務組織可循此方向強化其組織人才吸引力，本研究亦提出後續研究建議，仍賴未來研究者之探索。		zh_TW
dc.description.abstract (摘要) The talents are the most essential assets for the organizations in the era of knowledge economy. For lots knowledge workers, the knowledge they have is less substitutable, so the organizations are not stronger in the labor market anymore. In the mean time the talents seek for the jobs, the employers also seek for the talents. How to increase the organizational attractiveness to the potential job seekers is an important issue in the human resource management.
In the industry of the accounting firms especially emphasize on the profession and knowledge. They keep looking for talented employees so eagerly because of the high turnover ratio. For the students of the major in accounting, what do they really care about? How can the accounting firm attract the potential job seekers?
In this thesis, we will use the employer knowledge model to discover the effects to the organizational attractiveness. Students also seek for more information about the organizations by asking the seniors or friends. In the context of word-of-mouth, we wonder the expertise of the information senders will affect the organizational attractiveness.
In the result of the research, the non-deducted overtime compensation plan and higher employer reputation will increase the potential job seekers’ organizational attractiveness. The accounting firms can improve the attractiveness from these aspects.		en_US
dc.description.tableofcontents 第一章、緒論………………………………………………………………………1
第一節、研究動機………………………………………………………………1
第二節、研究目的………………………………………………………………6
第三節、會計師事務所產業及組織……………………………………………7
第二章、文獻探討…………………………………………………………………9
第一節、組織人才吸引力………………………………………………………11
第二節、口碑傳播及雇主知識…………………………………………………13
第三節、傳播者專業程度的調節效果…………………………………………20
第四節、個人特質的調節效果…………………………………………………22
第五節、研究架構………………………………………………………………25
第三章、研究方法…………………………………………………………………26
第一節、研究對象………………………………………………………………26
第二節、實驗設計………………………………………………………………28
第三節、變項定義與衡量………………………………………………………31
第四節、實驗設計情境…………………………………………………………36
第五節、預試結果………………………………………………………………38
第四章、研究結果…………………………………………………………………41
第一節、假設檢定………………………………………………………………42
第二節、檢定結果………………………………………………………………50
第五章、結論與建議………………………………………………………………52
第一節、研究結果討論與建議…………………………………………………52
第二節、研究限制與未來研究方向……………………………………………58
參考文獻 …………………………………………………………………………61
附錄 研究問卷……………………………………………………………………67		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0097355026en_US
dc.subject (關鍵詞) 組織人才吸引力zh_TW
dc.subject (關鍵詞) 雇主知識zh_TW
dc.subject (關鍵詞) 口碑傳播zh_TW
dc.subject (關鍵詞) organizational attractivenessen_US
dc.subject (關鍵詞) employer knowledgeen_US
dc.subject (關鍵詞) word-of-mouthen_US
dc.title (題名) 口碑傳播內容對組織人才吸引力之影響－以會計師事務所為例zh_TW
dc.title (題名) Exploring the effects of the content in word-of-mouth to the organizational attractiveness: the case of accounting firmen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部份
行政院金融監督管理委員會，2010，會計師事務所服務業調查報告，台北市：行政院金融監督管理委員會。
吳碧娥，2010年7月11日，四大會計師事務所 大舉搶人，經濟日報A6版。
洪育忠，1998，社會新鮮人選企業的主要考量，管理雜誌，第287期。
涂金堂，2010，SPSS與量化研究，台北市，五南。
傅文芳，2001，會計師事務所人力資源政策研究，國立台灣大學會計學系碩士論文。
黃俊英，2008，行銷研究 管理與技術，台北市，華泰。
彭思萍，2008，口碑對潛在求職者組織吸引力之影響，國立中山大學人力資源管理研究所碩士論文。
楊文芬，2009，企業形象對組織人才吸引力之影響：以應徵者個人差異為干擾變數，國立交通大學經營管理研究所博士論文。
蔡芬芳，1997，自尊對自利歸因的影響：自我概念內容與結構的交互作用。國立台灣大學心理學系博士論文。
蔡維奇、黃家雄與顏麗真，2008，人力資源管理制度及其組合對組織人才吸引力之影響，臺大管理論叢，19卷1期：頁1-28。
顏麗真，2001，人力資源管理制度對組織人才吸引力之影響：交互作用之探討，國立台灣科技大學企業管理系碩士論文。

二、英文部份
Anderson, E. W. 1998. Customer satisfaction and word of mouth. Journal of Service Research, 1: 5-17.
Anthony, W. P., Perrewe, P. L., & Kacmar, K. M. 1996. Strategic human resource management. Orlando, FL: Dryden Press.
Bansal, H. S., & Voyer, P. A. 2000. Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3: 166-177.
Barber, A. E. 1998. Recruiting employees: Individual and organizational perspectives. Thousands Oaks, CA: Sage Publications.
Baron, R. M. & Kenny, D. A. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173.
Baumeister, R. F., Tice, D. M., & Hutton, D. G. 1989. Self-Presentational Motivations and Personality Differences in Self-Esteem. Journal of Personality, 57(2): 547-579.
Belt, J. A., & Paolillo, J. G. P. 1982. The influence of corporate image and specificity of candidate qualifications on recruitment advertisement. Journal of Management, 8, 105-112.
Bone, P. F. 1992. Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19(1): 579-583.
Bone, P. F. 1995. Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32, 213-223.
Brown, J. J., & Reingen, P. H. 1987. Social ties and word-of-mouth referral behavior, Journal of Consumer Research, 14: 350-362.
Buttle, F. A. 1998. Word of mouth: Understanding and managing referral marketing. Journal of Strategy Marketing, 6: 241-254.
Byrne, D. 1969. Attitudes and attraction. In: L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 4: 35-89. New York: Academic Press.
Cable, D. M., & Judge, T. A. 1994. Pay preference and job search decisions: A person-organization fit perspective. Personnel Psychology, 47(2): 317-348.
Cable, D. M., & Judge, T. A. 1996. Person-organizational fit, job choice, and organizational entry. Organizational Behavior and Human Decision Processes, 67: 294-311.
Cable, D. M., & Turban, D. B. 2001. Establishing the dimensions, sources and value of job seekers’ employer knowledge during recruitment. Research in Personnel and Human Resources Management, 20: 115-163.
Chapman, D. S.;Uggerslev, K. L.;Carroll, S. A.;Piasentin, K. A.;Jones, D. A. 2005. Applicant attraction to organizations and job choice: A meta-analytic review of the correlates of recruiting outcomes. Journal of Applied Psychology, 90(5): 928-944
Cohen, J. B., & Golden, E. 1972. Informational social influence and product evaluation. Journal of Applied Psychology, 56: 54-59.
Ehrhart, K. H., & Ziegert, J. C. 2005. Why are individuals attracted to organization? Journal of Management, 31(6):901-919
Forbrun, C., & Shanley, M. 1990. Reputation: Realizing the value from the corporate image. Boston, MA: Harvard Business School Press.
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