組織品牌與企業網站對組織吸引力之影響探討

The Effect of Organization Brand and Website Contents on Organizational Attractiveness

方敏(Fang Min)

指導教授 ： 葉俶禎

國立臺灣師範大學/國際與社會科學學院/國際人力資源發展研究所/碩士(2016年)

https://doi.org/10.6345/NTNU202203829

摘要

This study aims to examine the relationships among organization brand, organizational attractiveness and organization website contents. More importantly, it aims to investigate the moderating effect of website content on the relationship between organization brand and organizational attractiveness. The target sample were 266 under-graduate junior and senior students and graduate students studying in colleges in Taiwan because they are more likely to reflect the intentions of job seekers of the new generation. The analysis was conducted using SPSS and AMOS. The result showed that organization brand was positively correlated with organizational attractiveness. However, website content showed no moderating effect on the relationship between organization brand and organizational attractiveness. Instead, it has more a direct impact on organizational attractiveness.

關鍵字

組織吸引力 ； 組織品牌 ； 企業網站 ； 網路招募

並列摘要

This study aims to examine the relationships among organization brand, organizational attractiveness and organization website contents. More importantly, it aims to investigate the moderating effect of website content on the relationship between organization brand and organizational attractiveness. The target sample were 266 under-graduate junior and senior students and graduate students studying in colleges in Taiwan because they are more likely to reflect the intentions of job seekers of the new generation. The analysis was conducted using SPSS and AMOS. The result showed that organization brand was positively correlated with organizational attractiveness. However, website content showed no moderating effect on the relationship between organization brand and organizational attractiveness. Instead, it has more a direct impact on organizational attractiveness.

並列關鍵字

Organizational Attractiveness ； Organization Brand ； Organization Website ； Web-based Recruitment

參考文獻

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Aiman-Smith, L., Bauer, T. N., & Cable, D. M. (2001). Are you attracted? Do you intend to pursue? A recruiting policy-capturing study. Journal of Business and Psychology, 16(2), 219-237.

Allen, D. G., Mahto, R. V., & Otondo, R. F. (2007). Web-based recruitment: Effects of information, organizational brand, and attitudes toward a Web site on applicant attraction. Journal of Applied Psychology, 92(6), 1696.

Allen, D. G., Van Scotter, J. R., & Otondo, R. (2004). Recruitment communication media features: Impact on pre-hire outcomes. Personnel Psychology, 57(1), 143-171.