企業社會責任、企業形象、雇主品牌與求職者應徵意圖之關聯性研究

THE RELATIONSHIP OF CSR, CORPORATE IMAGE, EMPLOYER BRAND AND JOB SEEKERS’ INTENTION APPLY RESEARCH

甘傑丰(Chieh-Feng Kan)

指導教授 ： 梁世安

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

過去對於企業社會責任與企業形象的相關研究，外部著重消費者滿意度或是購買意願，內部則常見對於組織認同或組織績效的討論，很少探討對求職者應徵意圖的影響。而在雇主品牌或雇主知識的研究中，雖然可以見到對求職者應徵意圖或招募活動效果的討論，但對於企業社會責任與雇主品牌關係的研究又比較少見。
基於此，本研究以求職者的應徵意圖為研究目標，探討企業社會責任、企業形象與雇主品牌之間的關聯性與影響程度，並加以驗證企業在落實社會責任上的成效，如何透過企業形象與雇主品牌來影響求職者的對企業的觀感與認同，進而影響其求職時尋找目標企業的決策。以具備工作能力且有工作意願之社會大眾為調查對象，正式問卷有效回收達84.24%。
本研究發現：企業社會責任對企業形象與雇主品牌有正向影響，其中企業社會責任需透過企業形象之中間效果，方可對雇主品牌產生間接的影響力；企業形象與雇主品牌皆對求職者應徵意圖有正向影響；其中企業形象除了部分可直接對求職者應徵意圖產生影響外，亦有部分是透過雇主品牌的部分中介效果，方可對求職者應徵意圖產生間接的影響力。
根據本研究結果，建議企業應積極落實企業社會責任，藉此提高企業形象與雇主品牌之價值，最終能在金錢或物質條件之外，增加吸引人才的誘因，以提高企業在人力市場的競爭力。

關鍵字

企業社會責任 ； 企業形象 ； 雇主品牌 ； 求職者應徵意圖

並列摘要

In the past for corporate social responsibility and corporate image research, the external focus on customer satisfaction, or purchase intention, within the common identity for the organization or organizational performance discussion, very little of the impact on job applicants intentions. The employer or the employer brand in the study of knowledge, although recruitment of job seekers can see the intention or effect of recruitment discussion, but for corporate social responsibility and employer brand relationship study also relatively rare.
Based on this, this study intended to research job candidates target of corporate social responsibility, corporate image and the relationship between employer brand and the impact of, and to verify the implementation of corporate social responsibility in the effectiveness of how the corporate image through job seekers and employers to influence the brand's perception and recognition of the company, thereby affecting their job search when the target company's decision-making. To have the ability to work and willingness to work for the community survey, a formal questionnaire and effective recovery of up to 84.24%.
The study found: corporate social responsibility on corporate brand image and positive effect on employers, including corporate social responsibility to take the intermediate results through the corporate image, be on the employer brand indirect influence; corporate brand image of both job seekers and employers intended to have positive effects on candidates; which part of corporate image in addition to directly affect the intention of applicants apply, there are also part of the employer brand through the mediating effect, be intent on applicants apply indirect influence.
Under the study results, recommends that companies should actively implement corporate social responsibility, to enhance the value of corporate image and employer brand. It can improve the business competitiveness of the market in human resources, in addition the money or bonus.

並列關鍵字

Corporate Social Responsibility ； Corporate Image ； Employer brand

參考文獻

孫震（2009），企業倫理與企業社會責任，天下遠見出版股份有限公司

汪美香，楊棠堯，吳朝森（2006），「資訊系統開發團隊成員之自我效能、團隊互動、團隊信任對團隊效能之影響：知識分享之中介效果」，台大管理論叢，16（2），頁73-100。

涂秋汝（2007），定期海運業企業社會責任、企業形象與組織績效之探討，國立成功大學交通管理學系碩博士班之未出版之碩士論文。

李佩容（2009），員工企業社會責任知覺對組織承諾與離職傾向影響之實證研究，國立臺灣師範大學工業科技教育學系未出版之碩士論文。

Bonner, P. G., & Nelson, R. (1985). Product attributes and perceived quality: foods, In J. Jacoby & J.C. Olson, ed., Perceived Quality, Lexington Books.