臺灣博碩士論文加值系統

隨著社會環境的變遷，人力銀行已成為現今重要的求才與求職的管道。為了要瞭解哪一種人力銀行廣告吸引職場新鮮人，以及還有哪些潛在廣告訴求，本研究以Rasch模式進行分析，針對即將投入職場之大專院校的職場新鮮人來加以探討。本研究亦以迴歸模式進一步探討職場新鮮人對潛在廣告訴求偏好的程度。研究結果顯示，人力銀行廣告案例部分為「以幽默的拍攝手法與修改自傳訴求」最吸引職場新鮮人；潛在廣告訴求部分以「瞭解該應徵職位的工作內容與形態」最吸引職場新鮮人。

Job bank has become an important pipeline of recruiters and job seekers. In order to understand what kind of job bank advertisings and potential advertising appeals attracted freshman in the job market, we used Rasch model to analysis the data.The results showed that the most attracting job bank advertising was “the humorous advertising appealed us that the job bank could modify the autobiographies.” And the most attracting potential advertising appeal was ” the advertising appealed us that we could understand the job.”

摘 要....................i
Abstract................ii
致 謝....................iii
目 錄....................iv
表 目 錄.................vi
圖 目 錄.................vii
第一章 緒論..............1
1.1 研究動機與目的.........1
1.2 研究流程..............3
第二章 文獻回顧...........5
2.1 網路招募..............5
2.1.1 招募的定義與管道.....5
2.1.2 網路招募的定義與優勢..7
2.1.3 網路招募的途徑與內容..9
2.2 廣告 .................13
2.2.1 廣告的定義與種類.....13
2.2.2 廣告訴求............15
2.2.3 廣告效果............16
第三章 研究方法與問卷設計...21
3.1 研究方法校估流程.......21
3.2 項目分析...............23
3.3 Rasch模式.............24
3.3.1 試題反應理論.........24
3.3.2 Rasch模式...........24
3.3.3 試題反應理論模式假設...28
3.3.4 Rasch模式信效度分析...29
3.3.5 試題功能差異之評估....31
3.4 多元迴歸模型...........32
3.5 職場新鮮人對人力銀行廣告訴求與潛在廣告訴求之量測.....32
3.6 問卷設計分析...........34
3.6.1 問卷架構............34
3.6.2 問卷設計............34
第四章 結果分析...........38
4.1問卷樣本資料分析........38
4.2 項目分析..............39
4.3 問項填答之敘述統計.....42
4.4 IRT假設之驗證 ........44
4.5 Rasch模式分析結果.....48
4.5.1 信度與效度分析......48
4.5.2 人力銀行廣告案例與潛在廣告訴求之試題參數......51
4.5.3 受測者能力參數......59
4.5.4 人力銀行廣告案例吸引力排序結果....60
4.5.5 試題功能差異之評估..............61
4.6 職場新鮮人對潛在廣告訴求偏好行為之迴歸模式構建.....72
4.6.1 職場新鮮人偏好創新性潛在廣告訴求的迴歸模型構建...73
4.6.2 職場新鮮人偏好一般性潛在廣告訴求的迴歸模型構建...74
第五章 結論與建議 ...................76
參考文獻............................78
附 錄...............................82

一、網站
1. 104人力銀行，2012年，取自http://www.104.com.tw/。
2. 1111人力銀行，2012年，取自http://www.1111.com.tw/。
3. yes123人力銀行，2012年，取自http://www.yes123.com.tw。
4. 台灣網路資訊中心，2011年，取自http://www.twnic.net.tw/index4.php。
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