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系統識別號 U0002-0906201923501700
中文論文名稱 社群媒體招募訊息對應徵者求職意圖之影響
英文論文名稱 The Impact of Posting Recruitment Messages on Social Media on Applicants’ Intention
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 107
學期 2
出版年 108
研究生中文姓名 王琇楨
研究生英文姓名 Siou-Jhen Wang
學號 606550563
學位類別 碩士
語文別 中文
口試日期 2019-05-31
論文頁數 70頁
口試委員 指導教授-何怡芳
委員-田正利
委員-劉菊梅
中文關鍵字 媒體豐富理論  社群臨場感理論  工作吸引力  社群媒體的信賴度  求職意圖 
英文關鍵字 Media Richness Theory  Social Presence Theory  Job Attraction  Social Media Trust  Applicant's Intention 
學科別分類
中文摘要 「招募」,是企業當中非常重要的一環。然而,隨著網際網路的發達加上智慧型手機的普及,社群媒體隨之興起。由於人們使用社群媒體的比例來越高,企業逐漸在社群媒體中投放招募訊息,與以往不同的招募管道,吸引更多人才。

本研究問卷發放共回收359份問卷,19份無效問卷,340份有效問卷,有效回收率為94.7%;問卷人口分析當中,已就業受訪者為217人,比率為63.8%。

本研究經統計分析結果得到以下結論,第一,企業透過社群媒體運用媒體豐富理論中的高媒體豐富度及回饋性所發出的求職訊息對求職意圖產生正向影響。第二,企業透過社群媒體運用社會臨場感理論中的親密性及互動性所發出的求職訊息對求職意圖產生正向影響。第三,企業透過社群媒體運用工作吸引力所發出的求職訊息對求職意圖產生正向影響。第四,應徵者的態度在媒體豐富理論中的高媒體豐富度及回饋性、社群臨場感理論中的親密性及互動性、工作吸引力與求職意圖當中具中介影響力。第五,社群媒體的信賴度對求職意圖不具有干擾影響。


關鍵字:媒體豐富理論;社群臨場感理論;工作吸引力;社群媒體的信賴度;求職意圖
英文摘要 "Recruitment " is an important part of a corporation. However, with the growth of Internet usage and the popularity of the smart phones, social media has become an important role in our life. Because higher percentage of people use social media, many corporations start to post recruitment messages on social media. They use different ways to get more applicants or to attract more talented people.

359 questionnaires were collected, collected 340 effective samples and 190 ineffective samples, effective recovery rate was 94.7%. Among the interviewees, 217 were employed, with a rate of 63.8%.

According to the statistical analysis of the study, the following conclusions were researched. First, according to high media richness and feedback in media richness theory, the corporations sending recruitment messages on social media have positive impacts on applicants' intention. Second, according to intimacy and interactivity in social presence theory, the corporations sending recruitment messages on social media have positive impacts on applicants' intention. Third, the corporations sending recruitment messages on social media use job attraction, which has a positive impact on applicants’ intention. Fourth, the applicants’ attitude would have an intermediary influence among media richness theory, social presence theory, job attraction and applicants’ intention. Fifth, the social media trust would not have an interference effect on applicants' intentions.

Key word: Media Richness Theory; Social Presence Theory; Job Attraction; Social Media Trust; Applicants’ Intention
論文目次 目錄
目錄 I
表標題 II
圖標題 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究問題 4
第四節 研究架構 5
第五節 研究流程 6
第二章 文獻探討 7
第一節 媒體豐富理論 7
第二節 社會臨場感理論 9
第三節 工作吸引力 12
第四節 態度 15
第五節 意圖 17
第六節 信賴度 20
第七節 社群媒體 22
第三章 研究方法 25
第一節 假設架構 25
第二節 研究假設 26
第三節 研究設計變相操作型定義 28
第四節 研究分析方法 32
第四章 研究結果分析 34
第一節 敘述性統計分析 34
第二節 信度分析 45
第三節 效度分析 46
第四節 相關分析 47
第五節 迴歸分析 48
第六節 假設檢定結論彙整 52
第五章 結論與建議 53
中文參考文獻 57
英文參考文獻 58
網路參考文獻 64
附件 正式問卷 65 
表標題
表2.1.1 媒體豐富理論應用領域 8
表2.2.1 社會臨場感理論應用領域 10
表2.3.1 工作吸引力應用領域 13
表2.4.1 態度應用領域 16
表3.3.1 媒體豐富理論操作型定義 28
表3.3.2 社會臨場感理論操作型定義 29
表3.3.3 工作吸引力操作型定義 30
表3.3.4 態度操作型定義 30
表3.3.5 求職意圖操作型定義 31
表3.3.6 社群媒體之信賴度操作型定義 31
表4.1.1 人口統計變項分析表 34
表4.1.2 社群媒體使用行為分析表 40
表4.1.3 研究變項敘述性分析表 43
表4.2.1 研究變數之Cronbach’s α值 45
表4.3.1 變數研究之效度分析 46
表4.4.1 變數相關分析表 47
表4.5.1 媒體豐富理論迴歸分析結果 48
表4.5.2 社會臨場感理論迴歸分析結果 49
表4.5.3 工作吸引力迴歸分析結果 50
表4.5.4 干擾變數迴歸分析結果 51
表4.6.1 假設檢定彙整表 52


圖標題
圖1.4.1 研究架構圖 5
圖1.5.1 研究流程圖 6
圖2.5.1 理性行為理論模型 17
圖2.5.2 計劃行為理論模型 18
圖2.7.1 國人擁有社群帳號比例 23
圖2.7.2 社群媒體使用率 24
圖4.1.1 填答者求職訊息來源(複選) 38
圖4.1.2 填答者求職訊息來源(單選) 39
圖4.1.3 填答者使用哪些社群媒體 42

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網路參考文獻
1. 104人資FBI調查報告(2018) https://ehr.104.com.tw/download/2018FBI_hrReport.pdf
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