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    政大機構典藏 > 理學院 > 心理學系 > 學位論文 >  Item 140.119/54938
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/54938


    Title: 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
    Authors: 張聖萱
    Contributors: 錢玉芬
    張聖萱
    Keywords: 高訊息招募策略
    雇主品牌形象
    口碑散佈
    涉入程度
    Date: 2011
    Issue Date: 2012-10-30 14:23:54 (UTC+8)
    Abstract: 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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    Description: 碩士
    國立政治大學
    心理學研究所
    99752017
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099752017
    Data Type: thesis
    Appears in Collections:[心理學系] 學位論文

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