以往關於口碑傳播的研究，多著重於口碑傳播對於企業行銷與消費者行為的研究，然而，口碑傳播似乎也發生於求職者的求職行為中。求職者透過詢問他人的口碑意見或經驗，以降低找錯工作可能帶來的風險，由此可知，口碑傳播對於求職者而言，可能是很重要的參考依據。基於此，本研究將試圖探討口碑傳播是否會影響組織對於求職者之吸引力，並探討口碑來源的特性是否會改變求職者對於口碑的看法，以及個人人格特質的差異是不是也會影響口碑對求職者組織吸引力的程度。
經針對商管學院之碩士生(共240名)進行情境實驗研究的結果發現，口碑對求職者組織吸引力有顯著影響，而口碑訊息來源的特性，也會干擾口碑對求職者組織吸引力的影響，此外，自我肯定程度的高低，也對口碑與求職者組織吸引力有顯著的影響。

Most of previous word of mouth studies focused on marketing and consumer behavior issues. However, for job applicants, word of mouth could be a significant reference when applicants are looking for jobs. The present study tried to find out if word of mouth will influence organizational attractiveness perceived by potential applicants and under what situations related to word of mouth have the stronger effect. Hence, the study examined if the impact of word of mouth and if these impacts are moderated by the situational variables of tie strength with presenters and expertise of presenters and moderated by individual-difference variables of self-monitoring, self-esteem, and risk-taking. Results indicated that word of mouth has significant impact on organizational attractiveness. The moderation effects of potential applicants’ tie strength with presenters, expertise of presenters, and self-esteem are also supported.

目錄
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 研究流程4
第二章 文獻探討7
第一節 組織吸引力7
第二節 口碑傳播與組織吸引力11
第三節 口碑傳播者的關係強度與傳播者專業程度19
第四節 自我監控、自我肯定與風險偏好4
第三章 研究方法35
第一節 研究架構35
第二節 變數定義與衡量36
第三節 實驗設計44
第四節 研究對象與程序49
第五節 資料分析方法51
第四章 研究結果分析53
第一節 假設驗證53
第二節 干擾變數檢定59
第三節 結果討論52
第五章 結論與建議63
第一節 研究結果與討論63
第二節 研究建議66
第三節 研究限制67
參考文獻69
附錄一78

表目錄
表2-1 口碑定義彙整表11
表2-2 強連結與弱連結的差異20
表3-1 自我監控量表38
表3-2 自我肯定量表40
表3-3 風險偏好量表41
表3-4 組織吸引力量表42
表3-5 實驗設計45
表3-6 樣本基本資料之次數分配表49
表4-1 口碑、關係強度與專業程度對求職者組織吸引力的ANOVA分析表53
表4-2 口碑對求職者組織吸引力的one-way ANOVA分析表54
表4-3 口碑與關係強度對求職者組織吸引力的ANOVA分析表54
表4-4 口碑與關係強度之單純主要效果檢定結果的變異數分析摘要表55
表4-5 口碑與傳播者專業程度對求職者組織吸引力的ANOVA分析表56
表4-6 口碑與傳播者專業程度之單純主要效果檢定結果的變異數分析摘要表57
表4-7 口碑與自我監控的二因子變異數分析表59
表4-8 口碑與風險偏好的二因子變異數分析表59
表4-9 口碑與自我肯定的二因子變異數分析表60
表4-10 口碑與自我肯定之單純主要效果檢定結果的變異數分析摘要表61
表4-11 假設結果彙整表62

圖目錄
圖1-1 研究流程5
圖3-1 研究架構35
圖4-1 口碑與關係強度交互作用圖55
圖4-2 口碑與傳播者專業程度交互作用圖57
圖4-3 口碑與自我肯定程度交互作用圖60

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