口碑資訊何時會有效？探討口碑來源、媒介與內容之干擾效果

Tunghai University Institutional Repository > 管理學院 > 企業管理學系所 > 碩士論文 > Item 310901/31578

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/31578

Title:	口碑資訊何時會有效？探討口碑來源、媒介與內容之干擾效果
Other Titles:	When is word-of-mouth effective? Investigating the moderating effects of source, media and content
Authors:	洪一勛 HUNG, YI-HSUN
Contributors:	黃櫻美 HUANG, YIN-MEI 企業管理學系碩士班
Keywords:	口碑資訊;口碑價性;組織人才吸引力;實驗法 Word-of-mouth Information;Word-of-mouth Valence;Organizational Attractiveness;Experimental Method
Date:	2019
Issue Date:	2019-12-16T03:19:18Z (UTC)
Abstract:	本研究旨在探討口碑價性對於組織人才吸引力的影響，以及兩者間的關係是否會因為來源、內容、媒介之調節作用而有所變化。本研究主要延伸Van Hoye (2012)、Van Hoye (2014)以及陳映瑜(2014)之研究，並使用個人間層次(between-person level)之實驗設計，操弄四個研究變數，分別為口碑價性(正面口碑v.s.負面口碑)、口碑來源(前任員工v.s.老師)、口碑內容(工作資訊內容v.s.甄選資訊內容)、口碑媒介(影片v.s.文字)，以2×2×2×2四因子的情境故事實驗法進行研究，將每位研究參與者隨機分派到16個不同水準的實驗組中。本研究以正在尋找空服員工作的潛在求職者為研究對象，同時納入應屆畢業生、轉職者及待業者。本研究發放240份網路問卷，共回收240份有效問卷，回收率為100%。研究發現，口碑價性對組織人才吸引力有正向影響，正面口碑會提高組織人才吸引力，而負面口碑會降低組織人才吸引力。此外，口碑內容會調節口碑價性與組織人才吸引力之正向關係，當口碑內容是工作內容時，會強化口碑價性對組織人才吸引力的正向影響。然而，口碑來源及口碑媒介並不會調節口碑價性與組織人才吸引力之正向關係。因此，為了使招募口碑能有效提升潛在求職者對於組織的吸引力，除了組織平時應建立起良好的企業形象外，組織在刺激口碑推薦時，應在工作內容上多加著墨，更能夠提升潛在求職者對於組織的吸引力，並提升組織的正面形象。如此才能吸引潛在求職者並達成預期之招募成效，且在這場人才爭奪戰（war for talent）中脫穎而出。 This study focuses on the valence of word-of-mouth, investigating the moderating effects of source, content, and media on the organizational attractiveness. Based on the research of Van Hoye (2012), Van Hoye (2014), and Ying-Yu Chen (2014), this study uses between-person level experimental design to manipulate four research variables, including the word-of-mouth valence (positive word of mouth versus negative word of mouth), word-of-mouth source (former employee versus teacher), word-of-mouth content (work information content versus selection of information content), and word-of-mouth media (film versus text). A 2x2x2x2 four factor scenario experimental method was used, and each participant was randomly assigned to 16 different levels of experimental groups. The sample comprised 240 participants who were looking for flight attendant jobs included senior students, people on transfer, and unemployed.The research shows that word-of-mouth valence positively affects organizational attractiveness. Positive word-of-mouth increases the organizational attractiveness, while negative word-of-mouth decreases the organizational attractiveness. In addition, word-of-mouth content moderates the positive relationship between word-of-mouth valence and organizational attractiveness. Job information content strengthens the positive effect of word-of-mouth valence on organizational attractiveness. However, word-of-mouth source and word-of-mouth media do not have moderating effects on the positive relationship between word-of-mouth valence and organizational attractiveness. Therefore, in order to enhance the applicants’ attraction, the organization should not only establish a good corporate image, but also appropriately adjust and design the work content as well as rewards system. It can enhance the appeal of job seekers and the positive image of the organization. In this way, the organization can attract potential job seekers, achieve the expected goal of recruitment, and stand out from the war for talent.
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