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題名 企業採用高訊息招募策略對組織吸引力與口碑散佈意願之影響研究-以涉入程度和雇主品牌形象為中介變項
The impact of high-information recruitment practices on organizational attractiveness and word‐of‐mouth intention-the mediating effect of involvement and employer brand image
作者 張聖萱
貢獻者 錢玉芬
張聖萱
關鍵詞 高訊息招募策略
雇主品牌形象
口碑散佈
涉入程度
日期 2011
上傳時間 30-十月-2012 14:23:54 (UTC+8)
摘要 過去在探討招募活動的成效時，多著重在招募活動對組織吸引力或工作選擇影響，惟關於求職者個人心理因素之研究則較少述及。另外，近年招募學者引入行銷觀念，提出雇主品牌形象概念，強調企業身為一個雇主的形象會影響求職者對組織的嚮往程度及相關招募成效。因此，本研究嘗試納入個人心理變項-涉入程度，與雇主品牌形象概念，探討招募策略對組織吸引力與口碑散佈之影響效果。
      本研究與「S銀行」進行合作，針對215位具有學生身分的潛在求職者進行問卷調查。研究結果發現，高訊息招募策略中的徵才說明會對組織吸引力與口碑散佈意願較有影響力，且與詳細招募文宣比較達顯著差異。並且，參與者的涉入程度會影響徵才說明會對組織吸引力與口碑散佈意願的效果，而雇主品牌形象中的時尚感是主要影響徵才說明會對組織吸引力效果的因素；雇主品牌形象中的成就導向、友善性則會影響徵才說明會對口碑散佈意願的效果。
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描述 碩士
國立政治大學
心理學研究所
99752017
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099752017
資料類型 thesis
dc.contributor.advisor 錢玉芬zh_TW
dc.contributor.author (作者) 張聖萱zh_TW
dc.creator (作者) 張聖萱zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-十月-2012 14:23:54 (UTC+8)-
dc.date.available 30-十月-2012 14:23:54 (UTC+8)-
dc.date.issued (上傳時間) 30-十月-2012 14:23:54 (UTC+8)-
dc.identifier (其他 識別碼) G0099752017en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54938-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 心理學研究所zh_TW
dc.description (描述) 99752017zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 過去在探討招募活動的成效時，多著重在招募活動對組織吸引力或工作選擇影響，惟關於求職者個人心理因素之研究則較少述及。另外，近年招募學者引入行銷觀念，提出雇主品牌形象概念，強調企業身為一個雇主的形象會影響求職者對組織的嚮往程度及相關招募成效。因此，本研究嘗試納入個人心理變項-涉入程度，與雇主品牌形象概念，探討招募策略對組織吸引力與口碑散佈之影響效果。
      本研究與「S銀行」進行合作，針對215位具有學生身分的潛在求職者進行問卷調查。研究結果發現，高訊息招募策略中的徵才說明會對組織吸引力與口碑散佈意願較有影響力，且與詳細招募文宣比較達顯著差異。並且，參與者的涉入程度會影響徵才說明會對組織吸引力與口碑散佈意願的效果，而雇主品牌形象中的時尚感是主要影響徵才說明會對組織吸引力效果的因素；雇主品牌形象中的成就導向、友善性則會影響徵才說明會對口碑散佈意願的效果。		zh_TW
dc.description.tableofcontents 第一章 緒論 8
     第二章 文獻探討 11
     第一節 招募 11
     一、 招募的意義 11
     二、 招募策略 13
     第二節 涉入 16
     一、 涉入的意義與內涵 16
     二、 影響涉入之因素 17
     三、 涉入程度的衡量 17
     四、 涉入相關研究 18
     第三節 雇主品牌形象 19
     一、 雇主品牌形象的意義 19
     二、 雇主品牌形象的內涵 19
     三、 雇主品牌形象的測量工具 20
     四、 雇主品牌形象與組織吸引力 21
     第四節 口碑 24
     一、 口碑的意義 24
     二、 口碑散佈 25
     三、 口碑散佈動機 26
     四、 口碑與組織吸引力相關研究 27
     第五節 組織吸引力 29
     一、 組織吸引力的意義 29
     二、 組織吸引力相關研究 30
     第三章 研究方法 32
     第一節 研究架構與問題 32
     一、 研究架構 32
     二、 研究假設 33
     第二節 研究變項與測量工具 36
     一、 高訊息招募策略 36
     二、 涉入程度 36
     三、 雇主品牌形象 40
     四、 口碑散佈 40
     五、 組織吸引力 36
     六、 人口統計變項 41
     第三節 研究對象與流程 42
     一、 研究對象 42
     二、 研究流程 43
     第四節 資料分析方法 44
     一、敘述性統計分析 44
     二、信度分析 44
     三、相關分析 44
     四、因素分析 44
     五、獨立樣本T檢定 45
     六、單因子變異數分析 45
     七、階層迴歸分析 45
     第四章 研究結果 46
     第一節 研究變項之關係 46
     一、 「高訊息招募策略」與「人口統計變項」之關係 46
     二、 「高訊息招募策略」與「雇主品牌形象各構面」、「涉入程度」、「組織吸引力」與「口碑散佈意願」之關係 46
     三、 「涉入程度」與「雇主品牌形象各構面」之關係 46
     第二節 不同高訊息招募活動的差異 48
     一、 在組織吸引力與口碑散佈意願上的差異 48
     二、 在雇主品牌形象面向與涉入程度上的差異 49
     第三節 不同高訊息招募活動的影響 51
     一、 徵才說明會預測涉入程度 51
     二、 徵才說明會預測雇主品牌形象 51
     第四節 涉入程度與雇主品牌形象對高訊息招募策略與組織吸引力及口碑散佈意
     願之中介效果 53
     一、 效標變項為組織吸引力 54
     (一)組織吸引力為效標變項 54
     (二)組織正向情感為效標變項 56
     (三)求職行動意圖為效標變項 58
     (四)聲望評價為效標變項 60
     (五)工作吸引力為效標變項 62
     二、 效標變項為口碑散佈意願 65
     第五節 口碑散佈動機的差異 67
     第五章 結果討論與建議 68
     第一節 研究結果與討論 68
     一、 不同高訊息招募活動對求職者組織吸引力與口碑散佈意願的影響的確具有差異 70
     二、 不同高訊息招募活動對求職者涉入程度與雇主品牌形象象徵性特徵構面之影響的確具有差異 70
     三、 不同高訊息招募活動，對求職者組織吸引力與口碑散佈意願的影響，會透過參與者涉入程度而有差異 71
     四、 不同高訊息招募活動，對求職者組織吸引力與口碑散佈意願的影響，會透過雇主品牌形象象徵性特徵構面而有差異 72
     五、 涉入程度與雇主品牌形象各構面具有正向關聯性………………………….73
     六、 口碑散佈動機在組織吸引力具有差異性，但在口碑散佈意願上則無 74
     七、 雇主品牌形象調查結果 75
     第二節 研究限制 76
     一、 研究對象 76
     二、 研究變項 76
     三、 研究工具 76
     第三節 實務意涵與未來研究建議 77
     一、 學術意涵 77
     二、 管理意涵 77
     三、 未來研究建議 78
     參考文獻 80
     附錄一:研究工具 87
     附錄二:研究問卷 88
     附錄三: 因素陡坡圖 93
     附錄四:S銀行企業說明會時程 94		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099752017en_US
dc.subject (關鍵詞) 高訊息招募策略zh_TW
dc.subject (關鍵詞) 雇主品牌形象zh_TW
dc.subject (關鍵詞) 口碑散佈zh_TW
dc.subject (關鍵詞) 涉入程度zh_TW
dc.title (題名) 企業採用高訊息招募策略對組織吸引力與口碑散佈意願之影響研究-以涉入程度和雇主品牌形象為中介變項zh_TW
dc.title (題名) The impact of high-information recruitment practices on organizational attractiveness and word‐of‐mouth intention-the mediating effect of involvement and employer brand imageen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 參考文獻
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