雇主品牌吸引力影響餐旅社會新鮮人應徵意圖之研究―以品牌來源國為干擾變數

Exploring Employer Brand Attractiveness to Hospitality Fresh Graduates' Job Pursuit Intention―The Moderating Effect of Brand's Country-of-Origin

邱詩樺(Shih-Hua Chiu)

指導教授 ： 陳秀玉

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00003

摘要

餐旅業將人力資源視為競爭優勢，卻因工時長與偏低的薪水，飽受高流動率影響。研究已指出品牌管理可應用於人力市場，發展具吸引力的雇主品牌可協助企業吸引到對的人才與留才。本研究採判斷抽樣法，發放599份問卷至餐旅應屆畢業生（大學部與研究所），有效問卷回收率為69.4%。本研究運用雇主品牌吸引力六項價值探討於應徵意圖之影響；此外，許多國外餐廳與旅館品牌進駐台灣，其品牌來源國形象是否干擾雇主品牌吸引力與應徵意圖亦值得探究。結果顯示雇主品牌吸引力六項價值―經濟、發展、多樣化、社會、聲望、產品/服務―分別受餐旅社會新鮮人不同重視程度，以經濟價值最高，多樣化價值最低；而雇主品牌吸引力對於應徵意圖的正面影響，以聲望價值為最多，產品/服務價值最少。品牌來源國形象則部份干擾雇主品牌吸引力與應徵意圖關聯，以一般國家屬性較為顯著；與美國、日本比較，台灣於來源國形象表現略遜一籌，建議針對一般國家形象和產業形象等兩種屬性扭轉台灣來源國形象，視為品牌經營並行銷台灣。台灣的餐廳與旅館應開始著手建立屬於自己的雇主品牌，提升雇主品牌吸引力各項價值，以便贏得人才戰爭，與競爭者形成差異化。

關鍵字

雇主品牌 ； 雇主品牌吸引力 ； 應徵意圖 ； 來源國形象

並列摘要

Knowing the competitive advantages of human resource, hospitality industry still suffers from high labor turnover rate for poor working hours and salary. Research has shown brand management is applicable in labor market. Developing an attractive employer brand could be the solution to attract the right people and retain the talents. 599 questionnaires were distributed to hospitality senior students in universities in Taiwan, with 69.4% of effective response rate. Six values are constituted to predict the relationship with job pursuit intention. Besides, lots of oversea restaurant and hotel brands are launched in Taiwan, whether country-of-origin image moderates the relationship between employer brand attractiveness and job pursuit intention is worth discussion. The results indicate each value―economic, development, diversity, social, reputation, and product/service ―accounts for different importance. The study also empirically proves employer brand attractiveness significantly positively influence hospitality fresh graduates’ job pursuit intention. Country-of-origin image partially moderates the outcome of job pursuit intention. Attributes in country-of-origin image could be of reference to increase positive overall country image. Restaurants or hotels in Taiwan should initiate their own employer brands to win the talent wars, in order to differentiate themselves from competitors.

並列關鍵字

employer brand ； employer brand attractiveness ； job pursuit intention ； country-of-origin image

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