臺灣博碩士論文加值系統

網際網路改變了人們應徵工作的方式，也讓招募管道更加地多元化，於是，越來越多的企業開始「主動」招募人才，由此可知，企業該如何行銷自己以吸引更多求職者的議題，也將變得越來越重要。
基於上述，本研究將行銷理論、概念等應用至人資領域中，探討社群媒體雇主口碑訊息對求職者應徵意願的影響，除了分析口碑訊息品質高低的效果之外，也加入了雇主知識，研究其是否會中介口碑採用度與應徵意願之間的關係，另一方面，本研究也會操弄雇主口碑內容，探討不同的雇主口碑內容是否會干擾求職者的應徵決策過程。
本研究針對有求職經驗者發放了400份（200份理性，200份感性）問卷，根據分析結果顯示，口碑訊息品質越高則求職者的口碑採用度越高，應徵意願也會越高，此外，雇主知識會部分中介口碑採用度及應徵意願的關係，另一方面，當雇主口碑內容越偏向感性訴求，則求職者採用該口碑後越容易形成對該公司的雇主知識，而當雇主口碑內容越偏向理性訴求，則求職者越容易受自己本身對該公司的雇主知識所驅使，去應徵該間公司。

The Internet has changed the way people apply for jobs and also diversified recruitment routes. As a result, more and more companies began to actively recruit talent. Therefore, it becomes more and more important for companies to think how to market themselves to attract more job seekers.
Based on the above, we apply the marketing theory and concepts to the area of human resources to discuss the impact of social media employer WOM on job seekers’ willingness of application. In addition to analyzing the effect of quality of WOM message, we also join employer knowledge to explore whether it has mediation effect between WOM adoption and willingness of application. On the other hand, this study will manipulate the contents of employer WOM to explore whether different WOM content will interfere with job application’s decision-making process.
400 participates (200 for rational, 200 for emotional) who has job finding experience finished the questionnaires. According to the analysis, the results show that the higher the quality of WOM message, the higher the adoption rate of job seekers, and also the higher the willingness of application. In addition, the employer knowledge has part of mediation effect between WOM adoption and willingness of application. On one hand, when the content of employer WOM become more emotional, the job seekers will form the company’s employer knowledge more easily after adopting the employer WOM. On the other hand, when the content of employer WOM become more rational, the job seekers will be more likely to be motivated by their own employer knowledge of the company to apply for the company.

摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 V
表目錄 VI
1. 緒論 1
2. 文獻回顧與假設 2
2.1 口碑訊息品質 2
2.1.1口碑採用度 2
2.1.2應徵意願 3
2.2 雇主知識 3
2.3 雇主口碑內容 5
2.4 研究架構 8
3. 研究方法 9
3.1 問卷設計 9
3.1.1問卷情境 9
3.1.2問卷題項 10
3.2 實驗設計與研究對象 11
4. 研究結果 12
4.1 信度與效度分析 12
4.2 結構方程模型與假說驗證 14
4.2.1原始模型 14
4.2.2中介效果 16
4.2.3比較模型 17
5. 結論與建議 18
5.1 結論 18
5.2 管理意涵 19
5.3 研究限制與建議 20
參考文獻 21

蔡坤展。(2007)。組織特性、雇主知識及求職者應徵意圖之跨層次分析—雇主品牌權益觀點。國立中山大學人力資源管理研究所碩士論文。
Abernethy, Avery M., & Franke, George R. (1996). The information content of advertising: A meta-analysis. Journal of Aadvertising, 25(2), 1-17.
Bandyopadhyay Soumava (2016). Factors affecting the adoption of electronic word-of-mouth in the tourism industry. International Journal of Business and Social Science, 7(1), 10-18
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.
Belch, G. E. & Belch, M. A. (1998). Advertising & Promotion. N.Y.: McGraw-Hill.
Breaugh, M. (2013). The plebeian experience: a discontinuous history of political freedom. Columbia University Press.
Brooks, M. E., & Highhouse, S. (2006). Familiarity breeds ambivalence. Corporate Reputation Review, 9(2), 105-113.
Browne, M. W., & Cudeck, R. (1992). Alternative ways of assessing model fit. Sociological Methods & Research, 21(2), 230-258.
Cable, D. M., & Turban, D. B. (2001). Establishing the dimensions, sources, and value of job seekers’ employer knowledge during recruitment. Research in Personnel and Human Resources Management, 20, 115-164.
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
Collins, C. J. (2006). The interactive effects of recruitment practices and product awareness on job seekers' employer knowledge and application behaviors. Journal of Applied Psychology, 92(1), 180.
Collins, C. J., & Kanar, A. M. (2014). Employer brand equity and recruitment research. The Oxford handbook of recruitment, 284-297.
Cudeck, R., & Browne, M. W. (1992). Constructing a covariance matrix that yields a specified minimizer and a specified minimum discrepancy function value. Psychometrika, 57(3), 357-369.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 307-319.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt Brace Jovanovich College Publishers.
Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisements. Journal of Consumer Research, 10(1), 45-61.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 382-388.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100.
Hagel, J., & Armstrong, A. (1997). Net gain: Expanding markets through virtual communities. Harvard Business Press.
Herzberg, Frederick, Mausner, B., & Snyderman, B. (1959). The motivation to work. New York, J. Wiley & Sons.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change.
Kashi, K., & Zheng, C. (2013). Extending technology acceptance model to the e‐recruitment context in Iran. International Journal of Selection and Assessment, 21(1), 121-129.
Keshari, P., & Jain, S. (2016). Effect of age and gender on consumer response to advertising appeals. Paradigm, 0971890716637702.
Kotler, P. (1997). Marketing management: Analysis, planning, implementation and control. Prentice Hall, Upper Saddle River, New Jersey, 7458, 1-107.
Li, J., & Zhan, L. (2011). Online persuasion: How the written word drives WOM. Journal of Advertising Research, 51(1), 239-257.
Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company's attractiveness as an employer. Personnel Psychology, 56(1), 75-102.
Lievens, F., Hoye, G., & Schreurs, B. (2005). Examining the relationship between employer knowledge dimensions and organizational attractiveness: An application in a military context. Journal of Occupational and Organizational Psychology, 78(4), 553-572.
Lott, J. L., & Antony, J. S. (2013). Multilevel modeling techniques and applications in institutional research: New Directions in Institutional Research, Number 154 (Vol. 134). John Wiley & Sons.
Mahapatra, S. (2012). Impact of TV ad message using emotional versus rational appeal on Indian consumers. International Journal of Business Insights & Transformation, 6(1), 86.
Nikolaou, I. (2014). Social networking web sites in job search and employee recruitment. International Journal of Selection and Assessment, 22(2), 179-189.
Rosenberg, M. J., & Hovland, C. I. (1960). Cognitive, affective, and behavioral components of attitudes. Attitude Organization and Change: An Analysis of Consistency Among Attitude Components, 3, 1-14.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall.
Slater, M. D., & Rouner, D. (1996). How message evaluation and source attributes may influence credibility assessment and belief change. Journalism & Mass Communication Quarterly, 73(4), 974-991.
Sundar, S. S. (1998). Effect of source attribution on perception of online news stories. Journalism & Mass Communication Quarterly, 75(1), 55-68.
Van Hoye, G. (2013). Recruiting through employee referrals: An examination of employees’ motives. Human Performance, 26(5), 451-464.
Van Hoye, G. (2014). Word of mouth as source: An integrative model. The Oxford Handbook of Recruitment, 251.
Van Hoye, G., & Lievens, F. (2005). Recruitment‐related information sources and organizational attractiveness: Can something be done about negative publicity?. International Journal of Selection and Assessment, 13(3), 179-187.
Van Hoye, G., & Lievens, F. (2007). Social influences on organizational attractiveness: Investigating if and when word of mouth matters. Journal of Applied Social Psychology, 37(9), 2024-2047.
Van Hoye, G., & Lievens, F. (2009). Tapping the grapevine: a closer look at word-of-mouth as a recruitment source. Journal of Applied Psychology, 94(2), 341.
Van Hoye, G., Weijters, B., Lievens, F., & Stockman, S. (2016). Social influences in recruitment: When is word‐of‐mouth most effective?. International Journal of Selection and Assessment, 24(1), 42-53.
Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the American society for information science and technology, 53(2), 134-144.
Woodworth, R. S. (1929). Psychology: A study of mental life. New York.