Title page for etd-0609108-125239


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URN etd-0609108-125239
Author Sz-ping Peng
Author's Email Address No Public.
Statistics This thesis had been viewed 5353 times. Download 3485 times.
Department Human Resource Management
Year 2007
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The impact of word of mouth on organizational attractiveness for potential applicants
Date of Defense 2008-05-31
Page Count 88
Keyword
  • risk-taking
  • self-monitoring
  • organizational attractiveness
  • word of mouth
  • tie strength with presenters
  • expertise of presenters
  • self-esteem
  • Abstract Most of previous word of mouth studies focused on marketing and consumer behavior issues. However, for job applicants, word of mouth could be a significant reference when applicants are looking for jobs. The present study tried to find out if word of mouth will influence organizational attractiveness perceived by potential applicants and under what situations related to word of mouth have the stronger effect. Hence, the study examined if the impact of word of mouth and if these impacts are moderated by the situational variables of tie strength with presenters and expertise of presenters and moderated by individual-difference variables of self-monitoring, self-esteem, and risk-taking. Results indicated that word of mouth has significant impact on organizational attractiveness. The moderation effects of potential applicants’ tie strength with presenters, expertise of presenters, and self-esteem are also supported.
    Advisory Committee
  • Liang-chih, Huang - chair
  • Shyh-jer, Chen - co-chair
  • Su-lin, Wu - advisor
  • Jin-feng, Uen - advisor
  • Files
  • etd-0609108-125239.pdf
  • indicate accessible in a year
    Date of Submission 2008-06-09

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