以往探討組織吸引力及工作選擇等議題時，多著重於組織層次因素，如組織特性、工作特性等，惟關於應徵者個人認知因素之研究則較有限。然而組織行為與社會心理學者則提供了不同的觀點，強調個人主觀認知對於行為決策的重要性。由此可知，當探討行為決策或意圖時，若能同時考量個人及組織層次變數，將使得研究本身更趨完整。基於此，本研究將以跨層次觀點，探討組織特性與求職者應徵意圖間之影響效果，並納入近來頗受招募學者重視之「雇主知識」作為中介變項，以期更清楚瞭解求職者之應徵行為模式。

經針對參與「2007高高屏地區就業博覽會」之廠商及求職者進行調查研究後（包括：43家公司及329名求職者)，發現組織特性中組織規模對求職者之雇主知識及應徵意圖具顯著影響力，且雇主知識各衡量構面亦為求職者應徵意圖之顯著預測因子。不僅如此，研究結果亦發現，當考量求職者之雇主知識後，組織規模對於應徵意圖間之影響力即消失，證實雇主知識之中介效果。

Previous works on organizational attractiveness always focused only on organizational-level factors, such like organizational or work characteristics. However, there are only limited researches discussing the influence of individual-level issues. Therefore, the multi-level theory will be applied to this paper to discuss the relationship among organizational characteristics, employer knowledge and job seeker’s intention to apply. Moreover, this paper draws on marketing concepts of consumer-based brand equity to the recruitment context to identify the dimensions of employer knowledge.

Based on data collected from 43 companies and 329 job seekers in the job fair, the finding suggests that organizational size is significant and positively related to both job seekers’ employer knowledge and their intention to apply. Furthermore, all of the dimensions of employer knowledge are significant predictors of job seekers’ intention to apply. Specially, the result also shows that organizational size is significant related to job seekers’ intention to apply through employer knowledge. While taking employer knowledge into consideration, organizational size’s initial influence on job seekers’ intention to apply is completely disappearing. This finding confirms the mediate effect of employer knowledge between organizational characteristics and job seekers’ intention to apply.

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 4
第三節 研究流程 5
第二章 文獻探討與假設發展 6
第一節 品牌權益的探討 6
第二節 顧客基礎品牌權益及品牌知識構面 10
第三節 雇主知識及組成構面 14
第四節 組織特性與應徵意圖之關聯性 23
第五節 組織特性與雇主知識之關聯性 25
第六節 雇主知識與應徵意圖之關聯性 27
第七節 組織特性、雇主知識及應徵意圖之關聯性 31
第八節 跨層次分析 33
第三章 研究方法 41
第一節 研究架構 41
第二節 研究變項與衡量方式 42
第三節 研究對象與程序 45
第四節 資料分析方法 56
第四章 研究結果分析 57
第一節 跨層次效果檢定 57
第二節 假設檢驗 60
第五章 結論與建議 74
第一節 研究結果與討論 74
第二節 研究建議 80
第三節 研究限制 83
參考文獻 84
附錄一 93
附錄二 96

表目錄

表2-1 「顧客基礎品牌權益」與「雇主品牌權益」相關概念對照表 21
表3-1 求職者基本資料之次數分配表 48
表3-2 公司樣本之次數分配表 49
表3-3 問卷回收狀況統計表 50
表3-4 「應徵意圖」主成分因素分析 51
表3-5 「雇主熟悉性」、「雇主形象」、「雇主聲望」主成分因素分析 51
表3-6 調整後「雇主熟悉性」、「雇主形象」、「雇主聲望」信度檢定結果 52
表3-7 「雇主聯想特性」主成分因素分析 53
表3-8 調整後「雇主聯想特性」信度檢定結果 53
表3-9 個人層次構面之相關性檢定 54
表3-10 組織層次構面之相關性檢定 55
表4-1 One-way ANOVA 檢定結果－「應徵意圖」 58
表4-2 One-way ANOVA 檢定結果－「雇主知識」 59
表4-3 「組織特性」對「應徵意圖」層級線性分析 61
表4-4 「資本額」對「雇主知識」層級線性分析 62
表4-5 「營收」對「雇主知識」層級線性分析 63
表4-6 「員工人數」對「雇主知識」層級線性分析 64
表4-7 「ROA」對「雇主知識」層級線性分析 65
表4-8 「ROE」對「雇主知識」層級線性分析 66
表4-9 「EPS」對「雇主知識」層級線性分析 66
表4-10 「雇主知識」對「應徵意圖」層級線性分析 69
表4-11 控制「雇主熟悉性」、「工作資訊」、「企業聲望」及「非工作資訊」，「組織特性」對「應徵意圖」層級線性分析 71
表4-12 控制「雇主聯想之喜愛性」，「組織特性」對「應徵意圖」層級線性分析 72
表4-13 假設結果彙整表 73


圖目錄

圖1-1 研究流程 5
圖2-1 品牌知識組成構面 13
圖2-2 雇主知識組成構面圖 20
圖2-3 態度概念圖 31
圖2-4 HLM level1四種迴歸模型 38
圖3-1 研究架構圖 41

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