大學生對企業形象、員工態度與就業意願關係之研究-以國泰人壽保險公司為例

影響大學生就業意願因素甚多，尤其企業形象與員工態度將是關鍵要素。本研究主要在研究大學生對國泰人壽公司企業形象、員工態度及其就業意願之關係，採問卷調查法，以台南市四所大學學生為研究對象，共發出350份，回收310份，有效樣本306份。資料統計分析法，包括利用t檢定、單因子變異數分析、相關分析、迴歸分析等法進行分析，研究結果發現，企業形象對就業意願有正向影響效果；企業形象對員工態度有正向的影響效果；員工態度對就業意願有正向影響效果；員工態度在企業形象與就業意願之間具有顯著中介效果。顯見大學生就業意願會受到企業形象與員工態度所影響。因此本研究建議國泰人壽公司應強化企業形象和員工態度以提高學生就業意願。最後本研究也提出對後續研究的建議供參考。

關鍵字

企業形象、員工態度、就業意願

並列摘要

There are many factors affecting the employment intention of college students, especially the corporate image and employee attitude will be the key elements. This study mainly studies the relationship between corporate image, employee attitude and employment willingness. The questionnaire survey method is used to study the students of four universities in Tainan City. A total of 350 copies were issued, 310 copies were recovered, and 306 valid samples were collected. Data statistical analysis method, including the use of t-test, one-way ANOVA analysis, correlation analysis, regression analysis and other methods for analysis, the study found that corporate image has a positive impact on employment willingness; corporate image has positive attitude towards employees Impact effect; employee attitude has a positive impact on employment willingness; employee attitude has a significant intermediary effect between corporate image and employment willingness. It shows that the willingness to work will be affected by the corporate image and employee attitude. Therefore, this study suggests that Cathay Life Insurance should strengthen its corporate image and employee attitude to enhance students' willingness to work. Finally, this study also proposes suggestions for subsequent research for reference.