組織品牌與企業網站對組織吸引力之影響探討

Abstract

This study aims to examine the relationships among organization brand, organizational attractiveness and organization website contents. More importantly, it aims to investigate the moderating effect of website content on the relationship between organization brand and organizational attractiveness. The target sample were 266 under-graduate junior and senior students and graduate students studying in colleges in Taiwan because they are more likely to reflect the intentions of job seekers of the new generation. The analysis was conducted using SPSS and AMOS. The result showed that organization brand was positively correlated with organizational attractiveness. However, website content showed no moderating effect on the relationship between organization brand and organizational attractiveness. Instead, it has more a direct impact on organizational attractiveness.

This study aims to examine the relationships among organization brand, organizational attractiveness and organization website contents. More importantly, it aims to investigate the moderating effect of website content on the relationship between organization brand and organizational attractiveness. The target sample were 266 under-graduate junior and senior students and graduate students studying in colleges in Taiwan because they are more likely to reflect the intentions of job seekers of the new generation. The analysis was conducted using SPSS and AMOS. The result showed that organization brand was positively correlated with organizational attractiveness. However, website content showed no moderating effect on the relationship between organization brand and organizational attractiveness. Instead, it has more a direct impact on organizational attractiveness.