近年來，招募領域研究已證實，鼓勵現有員工傳遞口碑訊息，能有助於企業形象及組織吸引力的提升。然而，過去有關員工推薦的研究主要多集中在結果上，對於員工口碑推薦前因的研究仍較少探究。本研究利用過去消費者口碑推薦的動機以及內、外在工作動機理論，探討當出現對職缺有興趣的潛在應徵者時，雇主品牌對員工的吸引力、潛在應徵者要求-能力適配度以及推薦獎金是否會影響員工口碑推薦意願，以及這三方面訊息的兩兩交互作用對於員工口碑推薦所產生的影響，並探討內向性人格特質如何影響員工口碑推薦意願。本研究採用三因子實驗設計，以總工作年資五年以下的員工為受試者，進行情境實驗研究，結果發現雇主品牌對員工的吸引力、潛在應徵者要求-能力適配皆正向影響員工口碑推薦，雇主品牌對員工的吸引力、潛在應徵者要求-能力適配之間產生交互作用影響，而員工的內向性程度對推薦獎金與員工口碑推薦有顯著影響。

In recent years, recruitment studies have indicated that encouraging existing employees to deliver positive word-of-mouth information can help enhance the corporate image and organizational attractiveness. However, previous research on employee referral had mostly focused on its outcomes but not much explored its influential factors. This thesis aims to examine the main effects of three variables including the employer brand attractive to staff, the employees' perceived demands-abilities fit of potential candidates and referral rewards on employees' word-of-mouth referrals when there are potential candidates interested in job post. Also, the interactive effects between three variables are analyzed in this study. It's based on the theory of consumers' word-of-mouth recommendation motivation and of intrinsic and extrinsic work motives. Furthermore, this thesis discusses whether the individual-difference personality traits of introversion interfering the main effect or not. The present study uses the questionnaire of junior staff having less than five years of working experience in job with a 2x2x2 factorial design. The results show that both the employer brand attractive to staff and the employee' perceived demands-abilities fit of potential candidates have positive effects on employees' word-of-mouth referrals; the interactive effects between the employer brand attractive to staff and the employees' perceived demands-abilities fit of potential candidates are also supported. Moreover, the introversion of employee moderates the relation between referral rewards and employees' word-of-mouth referrals significantly.

論文審定書 i
誌謝 ii
摘要 ii
Abstract iii
目錄 iv
圖次 v
表次 v
第一章 緒論 1
第一節 研究背景與動機 3
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 員工口碑推薦 6
第二節 雇主品牌與員工口碑推薦 15
第三節 潛在應徵者要求與能力適配與員工口碑推薦 19
第四節 推薦獎金與員工口碑推薦 21
第五節 雇主品牌、潛在應徵者要求與能力適配及推薦獎金的交互作用 23
第六節 內向性人格特質的干擾效果 24
第三章 研究方法 29
第一節 研究架構 29
第二節 變數定義與衡量 30
第三節 研究設計 35
第四節 研究對象與程序 41
第五節 資料分析方法 43
第四章 研究結果分析 44
第一節 假設驗證 44
第二節 干擾檢定 50
第三節 假設檢定結果 53
第五章 結論與建議 54
第一節 研究結論 54
第二節 管理意涵 57
第三節 研究建議與未來研究建議 58
參考文獻 60
附錄一 企業員工口碑推薦影響因素之研究問卷 69
附錄二 中英文量表對照表 72

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