設計背景求職者與報紙徵人廣告的資訊呈現格式之研究

The Relationship between Information Format and Design Background on Applicant Responses to Newspaper Job Advertisements

王秀鳳(Hsiu- Feng Wang) ； 施令紅(Ling-Hung Shih)

《商業設計學報》 14期 (2010/11) Pp. 1-17

https://doi.org/10.29514/TJCD.201011.0001

摘要

報紙的徵人廣告是最常使用的徵人廣告刊登媒體，而何種訊息呈現的方式是最有效率的廣告模式，是值得探討的問題。本研究針對不同資訊呈現的格式刊登於報紙徵人廣告時，具有設計背景之求職者的求職意願與對此廣告的態度是否會受其影響為研究的主題。本研究中，所謂不同資訊呈現的格式，也就是研究的自變項，分別是：單一職缺格式、多項職缺格式與簡單格式，而求職者的求職意願與廣告的態度分別為研究的依變項。本研究的研究對象為126位與設計有關的受試者，並請受試者以數個不同的李克式量表（Likert Scale）的方式，評估對此報紙徵人廣告格式的求職意願與態度。其研究的結果發現當不同資訊的呈現格式刊登於報紙徵人廣告時，求職者的求職意願和態度皆會受影響。

關鍵字

求職意願 ； 求職態度 ； 報紙徵人廣告 ； 資訊呈現的格式 ； 訊息設計

並列摘要

The aim of this research is to investigate the relationship between information variables and design background applicant responses to newspaper job advertisements. One hundred and twenty-six design background participants were recruited to complete the experiment. The independent variables for this research were three different information format presented on the newspaper. There were: a standard advertisement, a multiple vacancy advertisement, offering a number of different jobs vacancies in the same newspaper. And the minimal vacancy advertisement, containing a job title and a reference to the Internet site of the organization. The dependent variables for this research were participants' motivation and attitude towards the advertisement. There were: first impression, attractiveness and intelligibility of the three types of advertisement. The results of this study indicate that the standard advertisement was evaluated best for the majority of categories investigated advertisements. Finding suggested that designers should take into account that information which employee needed.

並列關鍵字

Motivation ； Attitude ； Newspaper Job Advertisement ； Information Format ； Information Design

參考文獻

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