臺灣博碩士論文加值系統

本研究旨在探討雇主品牌對現職員工工作成果的關聯，希望透過內部行銷之觀點，進一步了解其歷程與干擾。研究對象以台灣地區各縣市、不同組織的全職工作者為樣本，總計回收共506份有效問卷。採用多元迴歸分析，研究結果發現：「雇主品牌」與員工的「工作績效」及「工作滿意」有顯著的正向關聯，與「離職意向」有顯著的負向關聯。透過社會認同觀點，發現「雇主品牌」能夠藉由「組織認同」的部分中介效果正向預測員工的「工作績效」及「工作滿意」，並負向預測員工的「離職意圖」。而在「雇主品牌」透過「組織認同」到「工作績效」的中介作用中，「知覺組織支持」可以補足「組織認同」對於「工作績效」的預測效果；於「雇主品牌」透過「組織認同」到「工作滿意」的中介作用中，「知覺組織支持」可以補償「低雇主品牌」對於「組織認同」的預測效果。據此，研究者建議企業應致力塑造優良的雇主品牌，透過雇主品牌對員工的工作成果產生正面效果，並藉由組織支持補償雇主品牌與員工對於組織的認同度，提升員工工作行為及態度，並提高組織競爭力。

The aim of the present study is to explore the relationships between employer brand and employees'' work outcomes, hoping to understand its process by internal marketing viewpoint. Using structured questionnaires, we collected data from 506 full-time employees working in various organizations and industries in Taiwan.
Multiple regression analysis showed that employer brand had positive effects on work performance and job satisfaction. In contrast, employer brand had a negative effect on turnover intention. Based on the social identity theory, organizational identification is an important mediator linking employer brand and work outcomes. Furthermore, the results of moderated mediation analysis confirmed that perceived organizational support would compensate low organizational identification and enhance employees’ work performance. Perceived organizational support also compensated the weak employer brand, enhanced organizational identification, and had a positive effect towards job satisfaction.

目錄
口試委員審定書 I
誌謝 II
中文摘要 III
英文摘要 IV
目錄 V
表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 3
第二章 文獻回顧 4
第一節 雇主品牌 4
第二節 雇主品牌與工作成果 9
第三節 組織認同 13
第四節 知覺組織支持 16
第五節 結論 19
第三章 研究方法 20
第一節 研究架構與假設 20
第二節 研究樣本 22
第三節 研究工具 23
第四節 資料分析 26
第四章 研究結果與分析 28
第一節 樣本描述 28
第二節 主要變項之描述性統計分析 31
第三節 變項間之相關分析 32
第四節 多元迴歸分析 38
第五章 討論與建議 56
第一節 研究結果討論 56
第二節 管理意涵 60
第三節 研究限制與未來研究方向 62
第四節 結論 64
參考文獻 65
中文文獻 65
英文文獻 65
附錄：問卷 73

表目錄
表4-1 樣本描述性統計 29
表4-1 樣本描述性統計(續) 30
表4-2 主要變項描述性統計 31
表4-3 人口學背景變項之相關分析 33
表4-4 人口學背景變項與主要變項之相關分析 35
表4-5 主要變項之相關分析 37
表4-6-1 中介分析結果（依變項：工作績效） 40
表4-6-2 中介分析結果（依變項：工作滿意） 41
表4-6-3 中介分析結果（依變項：離職意圖） 42
表4-7-1 被知覺組織支持干擾之中介作用（依變項：工作績效） 45
表4-7-1 被知覺組織支持干擾之中介作用（依變項：工作績效）(續) 46
表4-7-2 被知覺組織支持干擾之中介作用（依變項：工作滿意） 48
表4-7-2 被知覺組織支持干擾之中介作用（依變項：工作滿意）(續) 49
表4-7-3 被知覺組織支持干擾之中介作用（依變項：離職意圖） 51
表4-7-1 被知覺組織支持干擾之中介作用（依變項：離職意圖）(續) 52
表4-8-1 被干擾之中介作用效果分析（依變項：工作績效） 53
表4-8-2 被干擾之中介作用效果分析（依變項：工作滿意） 54
表5-1 研究結果彙整表 57

 
圖目錄
圖2-1　 蕭妃伶（2006）雇主品牌架構圖 6
圖3-1 研究架構圖 20
圖4-1 知覺組織支持在組織認同與工作績效間的干擾作用 44
圖4-2 知覺組織支持在雇主品牌與組織認同間的干擾作用 47
圖4-3-1 依變項為工作績效之研究結果 55
圖4-3-2 依變項為工作滿意之研究結果 55
圖4-3-3 依變項為離職意圖之研究結果 56

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