隨著時代的變遷與科技的進步，近年來網際網路日益普及，至2007 年9 月底止我國經常上網人數已達1,000 萬人，網際網路普及率也上升至44%，也因為網際網路的普及，發展出不同領域且多樣化的網路活動，而在人力資源管理範疇中，招募與甄選活動也開始利用到網際網路，作為傳遞訊息與篩選應徵者的重要媒介，Peters(2001)認為對於雇主與應徵者來說，網際網路已經引起了僱用程序(hiring process)的革命，Anderson(2003)更指出過去十多年來，許多跨國公司已將招募重心移向以網路招募為主。因此，本研究探討網路招募中組織品牌與招募內容對應徵者的組織吸引力影響並以應徵者對網路招募的態度為中介變數。
本研究以問卷調查法進行調查，共寄發500 份問卷。共回收有效問卷161份。以敘述性統計分析、因素分析、信度分析、複迴歸分析、變異數分析與Scheffe事後多重檢定分析及中介分析方法進行實證研究，研究結果如下：
1. 網路招募中組織品牌對組織吸引力間有顯著的正向關係。
2. 網路招募中招募內容對組織吸引力間有顯著的正向關係。
3. 組織品牌與應徵者對網路招募的態度間有顯著的正向關係。
4. 網路招募中招募內容與應徵者與網路招募的態度間有顯著的正向關係。
5. 網路招募中應徵者對網路招募的態度與組織吸引力間有顯著的正向關係。
6. 網路招募中組織品牌不會透過應徵者對網路招募的態度與組織吸引力間有顯著的正向關係。
7. 網路招募中招募內容不會透過應徵者對網路招募的態度與組織吸引力間有顯著的正向關係。

關鍵字：組織品牌、招募內容、應徵者對網路招募的態度、組織吸引力

With the changes of time and the advancement of technology, the Internet increasingly popular in recent years, to the end of September 2007 only China's capital has reached 10 million online population, Internet penetration rate has increased to 44%, but also because Internet penetration, the development of different areas and the diversification of the network activities, and in the areas of human resources management, recruitment and selection activities have begun to use to the Internet, as a message transmission and the importance of screening candidates Media, Peters (2001) think that employers and candidates, the Internet has already caused the employment process (hiring process) of the revolution, Anderson (2003) also pointed out that over the past 10 years, many multinational companies have been shifting the focus of recruitment Mainly to the Internet to recruit. Therefore, this study of Internet recruitment organizations in the contents of the brand and recruiting candidates and influence the organization attractive to the Internet to recruit candidates for the attitude of intermediary variables.
This research explores the relationships among organizational brand, recruiting contents, applicant attitudes to e-recruiting and organization attractive. Research has 161 effective samples. This research use kinds of statistical analysis includes description analysis, factor analysis, effective analysis, regression analysis, AVOVA and multiple mediating analysis. The main findings are:
1. The organizational brand has positive influence with organizational attractive in e-recruiting.
2. The recruiting contents has positive influence with organizational attractive in e-recruiting.
3. The organizational brand has positive influence with applicant attitudes in
e-recruiting.
4. The recruiting contents has positive influence with applicant attitudes in
e-recruiting.
5. The applicant attitudes has positive influence with organizational attractive in e-recruiting.
6. The organizational brand has not affect organizational attractive via mediating variable of applicant attitude in e-recruiting.
7. The recruiting contents has not affect organizational attractive via mediating
variable of applicant attitude in e-recruiting.
Key Words: Organizational brand, Recruiting contents, Applicant attitude, Organizational attractive

摘要 VI
第一章 緒論 1
第 一 節 研究動機 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 組織品牌 5
第 二 節 網路招募 11
第 三 節 應徵者的態度 19
第 四 節 組織吸引力 24
第 五 節 各構面間關係的相關研究 29
第三章 研究方法 36
第 一 節 研究架構 36
第 二 節 研究假設 38
第 三 節 研究變項之操作性定義及衡量 41
第 四 節 問卷設計 44
第 五 節 研究對象與樣本特性 51
第 六 節 資料分析方法 54
第 七 節 信度與因素分析 57
第 八 節 研究限制 67


第四章 研究結果分析與討論 69
第 一 節 研究構面基本特性資料分析 69
第 二 節 各研究構面之複迴歸分析 72
第 三 節 中介分析 78
第 四 節 不同應徵者特性在各構面間差異性分析 84
第 五 節 研究假設與實證結果 93
第五章 結論與建議 95
第 一 節 研究結論 96
第 二 節 管理意涵與建議 98
參考文獻 100
一. 中文部份 100
二. 英文部份 102
附錄 研究問卷 113

一、 中文參考書目
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