以往的研究多著重在雇主吸引力與雇主形象中的功能性特徵做連結，且將潛在求職者是為理性的個體分析者。但其實潛在求職者在選擇工作時，除了客觀因素也會有考慮其他因素，如感性訴求或是與組織的契合，且潛在求職者因對於組織僅有粗略的印象，因此決策時會參考旁人意見或是受旁人影響是眾所皆知的。本研究將雇主形象增加象徵性意義構面，探討其與雇主吸引力之關聯，並探討人的性格與組織性格相似度及周遭人評價對於此一關係的影響。

針對151位電子電機工程、資訊工程與通訊相關系所碩二學生，進行調查研究後發現，象徵性意義確實對雇主吸引力有顯著影響，且相對於功能性特徵有較佳的解釋力。然而，人與組織性格相似度與周遭人評價對於雇主形象與雇主吸引力間之關係在本研究沒有顯著的干擾作用。

Most of previous works focused on the relationship between organizational attractiveness as an employer and instrumental attributes of employer image. Potential job seekers were viewed as rational and alone decision makers. However, in addition to objective facts, potential job seekers consider other facts when they make a job decision such as emotional facts and perceived harmony with organization. Furthermore, potential job seekers hold a vague impression on a potential employer. Others’ opinions of potential employers must be their crucial information sources and they may change decision because of others’ opinion.

The study add symbolic meaning construct to employer image and research the relationship between it and organizational attractiveness as an employer and found it is significant related to organizational attractiveness as an employer. The mediated effect of the similarity between potential job seekers’ personality and organizations’ personality and others’ opinions are considered here. Both of them don’t significant mediated the relationship between employer image and organizational attractiveness as an employer.

第一章 緒論.............................................. 1
第一節 研究背景...................................................1
第二節 研究目的...................................................2
第二章 文獻探討.......................................... 3
第一節 雇主形象...................................................3
第二節 雇主形象與雇主吸引力.......................................9
第三節 人與組織之配適度與雇主吸引力..............................11
第四節 社會影響力與雇主吸引力....................................12
第三章 研究方法......................................... 15
第一節 研究對象..................................................15
第二節 研究工具..................................................19
第三節 統計方法..................................................25
第四章 結果分析......................................... 27
第一節 各公司間雇主形象之差異分析................................27
第二節 個人背景、公司背景、雇主形象與雇主吸引力之關係...........30
第三節 雇主形象對雇主吸引力之影響分析............................32
第四節 功能性特徵與象徵性意義對於雇主吸引力影響比較..............34
第五節 干擾變數對雇主形象和雇主吸引力之影響分析..................35
第五章 討論與建議....................................... 38
第一節 研究結果..................................................38
第二節 雇主形象對雇主吸引力之影響...............................38
第三節 潛在求職者性格對象徵性意義與雇主吸引力之影響..............40
第四節 周遭人評價對功能性特徵與雇主吸引力之影響.................41
第五節 管理實務建議..............................................41
第六節 研究限制..................................................42
第七節 後續研究建議..............................................42
參考文獻................................................ 44
附錄一.................................................. 47
附錄二.................................................. 48

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