本研究主要是在探討如何雇主品牌、企業聲望認知與口碑行為之間的關係。過去對於雇主品牌的研究大多著重在招募面且口碑行為也大多應用於產品購買決策上。因此本研究欲透過雇主品牌的影響力，引發員工的企業聲望認知。透過對於組織的認同並進而對外產生口碑推薦的行為，找到適合組織文化的適當人選，形成組織的人力資本，以創造組織的競爭優勢。

本研究利用兩份問卷蒐集兩個層級的資料。研究對象為HR主管或招募人員及企業內部人員：組織層級有效問卷為34份，個體層級有效問卷為311份。主要是利用階層線性模型進行資料的跨層次分析。研究結果顯示雇主品牌對口碑行為有部分顯著正向影響，雇主品牌對於企業聲望認知有顯著正向影響，企業聲望認知對口碑行為有顯著正向影響，企業聲望認知對雇主品牌與口碑行為之間的關係產生部分中介效果。

The purpose of this study is mainly to discuss the relationship between employer brand, perceived external prestige and word-of-mouth referral. Most of the previous studies about employer brand focus on its recruitment function and also word-of-mouth are mostly applied on the product decision-making. Therefore, this study is seeking to discover the influence of employer brand on triggering employees’ perceived external prestige. By the process of identifying the organization, employees will further have word-of-mouth referral toward public and find the proper potential employees who will be the human capital and further be the competitive advantages for organization.

This study uses two questionnaires to collect data from two levels. One of the objects of this study is human resource managers or human resource staffs who have recruitment experiences. Another one is the employee in the firm. There are 34 valid questionnaires of organizational- level and 311 valid questionnaires of individual-level. By adapting the hierarchical linear model to analyze the data and get the result: the employer brand has partially positively influence on word-of-mouth referral, the employer brand has positively influence on the perceived external prestige, the perceived external prestige has positively influence on word-of-mouth referral and the perceived external prestige has partially mediate the positively influence on the relationship between employer brand and word-of-mouth referral.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
表目錄 vi
圖目錄 vii
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 5
第一節雇主品牌 5
第二節 口碑行為 (Word-Of-Mouth referral) 13
第三節 企業聲望認知 24
第一節 研究架構及研究假設 32
第二節 研究對象與樣本蒐集方法 34
第三節 相關研究變項之操作性定義與衡量工具 38
第四節 資料分析方法 42
第四章 研究結果分析 43
第一節主要變數之相關分析與資料整合檢測 43
第二節 雇主品牌對口碑行為的影響 44
第三節 雇主品牌對企業聲望認知的關係 46
第四節 企業聲望認知對口碑行為的影響 48
第五節 企業聲望認知對雇主品牌與口碑行為之關係的中介效果 48
第五章 結論與建議 51
第一節 研究結論 51
第二節 管理實務建議 55
第三節 研究限制 56
參考文獻 58
附錄一 中英文問卷對照表 70
附錄二 問卷內容 72

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