企業聲望是影響組織能否吸引更多求職者的重要因素，對於人力資源管理而言，招募是一切的基礎。擁有優秀的人才能提升企業的整體績效，企業的聲望和員工是一個獨特的組合，能建立可持續的競爭優勢。故本研究目的，首先探討企業聲望對組織人才吸引力的影響；其次，探討期望真實工作預告在企業聲望與組織人才吸引力之間的干擾效果。本研究以天下雜誌台灣最佳聲望標竿企業為實證對象，衡量受試者對於這些企業的聲望知覺、期望真實工作預告、組織人才吸引力。受試者樣本來源為大學的應屆畢業生，包括大學部與碩士班，針對這些應屆畢業生發放問卷，回收有效問卷 290 份。研究結果首先發現企業聲望正向影響組織人才吸引力；然而更重要者，期望真實工作預告在企業聲望與組織人才吸引力的關係上具有干擾效果。

Corporate reputation is an important factor affecting the organization's ability to attract job seekers. Recruitment is the basis of everything for human resources management. Having outstanding talents could enhance the overall performance of the enterprise. Corporate reputation and employees is an unique combination, and it can build a sustainable competitive advantage. At first, main purpose of this study is to explore effect of the corporate reputation on the organizational attractiveness. Secondly, it explores the realistic job previews’ moderating effect between corporate reputation and organizational attractiveness. In this paper, it use the CommonWealth magazine of Taiwan's most admired company as the research object to measure participants for these enterprises reputation, realistic job previews and organizational attractiveness. To facilitate this investigation, valid questionnaires were collected from 290 graduate and university students in their final years of study. The results found that corporate reputation positively affect organizational attractiveness. More importantly, the realistic job previews has moderating effect on the relationship between corporate reputation and organizational attractiveness.

目錄


第壹章	緒論	1
第一節 研究背景與動機	1
第二節 研究目的	4
第三節 研究流程	5
第貳章	文獻探討	6
第一節 企業聲望	6
第二節 組織人才吸引力	14
第三節 企業聲望與組織人才吸引力	16
第四節 真實工作預告	18
第參章	研究方法	25
第一節 研究架構及假說	25
第二節 研究變數的定義與衡量	26
第三節 樣本選取及設計	29
第四節 資料分析方法	30
第肆章	實證結果與討論	34
第一節 基本資料分析	34
第二節 信度及效度分析	35
第伍章	結論與建議	51
第一節 研究結果	51
第二節 管理意涵	52
第三節 研究貢獻	53
第四節 研究限制與建議	53
參考文獻	55
中文文獻	55
英文文獻	55
 
表目錄
表2-1  企業聲望之定義	7
表2-2  企業聲望之重要性	11
表3-1  企業聲望之問卷	27
表3-2  期望真實工作訊息重要性問卷	28
表3-3  組織人才吸引力量表	28
表3-4  結構方程模式之整體適合指標表	33
表4-1  有效樣本基本資料	34
表4-2  各變數之CRONBACH’S Α值	36
表4-3  企業聲望個別項目的因素負荷量	38
表4-4  期望真實工作預告個別項目的因素負荷量	38
表4-5  組織人才吸引力個別項目的因素負荷量	39
表4-6  各測量模式的信效度分析	40
表4-7  企業聲望的平均數與標準差	41
表4-8  期望真實工作預告的平均數與標準差	41
表4-9  組織人才吸引力的平均數與標準差	42
表4-10 變數構面之PEARSON相關係數分析矩陣及敘述性統計	42
表4-11 性別及各變數間的差異分析	43
表4-12 年齡及各變數間的差異分析	43
表4-13 教育程度及各變數間的差異分析	44
表4-14 大專院校類型及各變數間的差異分析	44
表4-15 學院別及各變數間的差異分析	45
表4-16 結構模型分析表	46
表4-17 命中率分析結果	47
表4-18 單樣本模型配適度評估摘要表（階段一）	48
表4-19 兩樣本路徑係數恆等性檢驗結果表（階段二）	50
表4-20 高、低工作資訊模型之干擾路徑係數分析表	50


 
圖目錄
圖 1-1 研究流程圖	5
圖 2-1 企業聲望的組成要素 (Fombrun, 1996)	7
圖 2-2 解析企業聲望(Barnett et al., 2006)	9
圖 3-1 研究架構	25
圖 4-1 研究關係模式路徑圖	46
圖 4-2 加入企業聲望對組織人才吸引力限制式 r21高= r21低 路徑估計值	50

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