以往有關公開報導的研究，多著墨於正、負陎公開報導對求職者組織吸引力的影響，然而，除了正負陎公開報導會影響到求職者的選擇外，仍可以透過其他關於公開報導的特性，去影響到求職者的求職行為。
根據過去研究顯示，公開報導對於求職者而言，可能是很重要的參考依據。基於此，本研究將詴圖探討公開報導是否會影響求職者對組織的吸引力，並探討對公開報導的印象深刻程度 (時間性、覆蓋率) 是否會改變求職者對於公開報導的看法，以及公開報導與個人關聯程度 (關心程度、熟悉程度) 是不是也影響到公開報導對求職者組織吸引力的程度。
本研究針對商管學院共240名碩士生，在職專班碩士生不列入考慮，進行情境實驗研究，實驗結果發現，公開報導對組織吸引力有顯著影響，而公開報導的印象深刻程度 (時間性、覆蓋率) 也會干擾求職者組織吸引力的影響，另外，公開報導的個人關聯程度部分，關心程度的高低，也會對公開報導與求職者組織吸引力有顯著影響。

Most of previous studies done on publicity were mainly focused on the positive and negative publicity. However, for the job applicants, while it is important to consider positive and negative publicity when making career choices, it is also important to note that there are other variables of publicity that should be considered when making these decisions.
According to previous studies, publicity might play an important role in helping the job seekers to choose which company to work for. Based on these studies, a study was conducted to determine whether or not publicity has an impact on the attractiveness of an organization to the job seekers. Moreover, in this study, I also tried to explore the effects of publicity’s impressiveness (which can be categorized into timeliness and coverage) and publicity’s relatedness (which can be categorized into the level of concern and familiarity) on the organization’s attractiveness to the potential job seekers.
In this study, a scenario-based experiment was conducted mainly on 240 Business graduate students; those who were enrolled in part-time master program were excluded from this study. The results of the experiment indicated that publicity has significant impact on the attractiveness of the organization to the job seekers. The results of the study also supported that the publicity’s impressiveness (both the timeliness and coverage) can influence, to a certain extent, the attractiveness of the organization. Moreover, with regards to publicity’s relatedness (categorized into the level of concern and familiarity), the results have revealed that the level of concern does have a significant influence on the attractiveness of the organization to the job seekers whereas familiarity doesn’t.

目錄
第一章 續論 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 6
第一節 公開報導 6
第二節 組織吸引力 9
第三節 公開報導與組織吸引力的相關研究 12
第四節 印象深刻程度 13
第五節 個人關聯程度 15
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假設 18
第三節 變數定義與衡量 19
第四節 實驗設計 22
第五節 研究對象與程序 28
第四章 研究結果分析 31
第一節 假設驗證 31
第二節 結果討論 48
第五章 結論與建議 49
第一節 研究結果與討論 49
第二節 實務建議 52
第三節 研究限制與後續研究建議 54
參考文獻 56
附錄：問卷 62

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