網路口碑對組織人才吸引力之影響 - 以Glassdoor為例

Abstract

儘管有相當多的研究在探討企業形象、網路口碑與組織人才吸引力，但整合上述影響因素並以社群網站Glassdoor的實證研究尚不多見。 本研究之目的是要探討Glassdoor的網路口碑資訊對於企業形象與組織人才吸引力的相關性。從研究結果得知，針對企業形象與組織人才吸引力進行相關分析，無論有無網路口碑干擾，前測與後測皆呈現顯著正相關，顯示當求職者對企業形象的認知越高時，其組織人才吸引力愈高。以階層式迴歸分析來檢驗，組織人才吸引力為依變項，人口統計為控制變項，自變項為企業形象，根據結果顯示，企業形象對組織人才吸引力有正向影響，代表當企業形象越高，對組織人才吸引力也會越高；而Glassdoor網路口碑與企業形象的交互變項中達到顯著，表示當企業形象影響組織人才吸引力時，Glassdoor網路口碑有干擾作用的角色進而影響組織人才吸引力。Although a considerable number of studies are exploring the corporate image, electronic word-of-mouth, and organizational attractiveness, there are few empirical studies on the integration of the above factors and the「Glassdoor」of the community website. According to the results of the study, regarding to the analysis on the relevance of enterprise image and the attractiveness of human resources in organizations, whether there is the interference of electronic word-of-mouth or not, the results of pretest and the posttest have a significant positive correlation. It shows that the higher the job hunters comprehension of enterprise image, the more attractive of human resources in organizations are. Using hierarchical regression analysis to test, the attractiveness of human resources in organizations is the dependent variable, demographics are the control variables. And self-variants are the enterprise images. According to the results, the corporate image has a positive impact on the attractiveness of human resources in organizations. It means that the higher the enterprise image is, the higher the attractiveness of human resources in organizations will be. When the interactive variants of Glassdoor's electronic word-of-mouth and enterprise image, become obvious, it means when the corporate image affects the attractiveness of human resources in organizations, Glassdoor's electronic word-of-mouth has a role on the interference that influences the attractiveness of human resources in organizations.