管理學院: 商學研究所指導教授: 陸洛黃培瑄Huang, Pei-XuanPei-XuanHuang2017-03-032018-06-292017-03-032018-06-292016http://ntur.lib.ntu.edu.tw//handle/246246/274483本研究旨在探討雇主品牌對現職員工工作成果的關聯，希望透過內部行銷之觀點，進一步了解其歷程與干擾。研究對象以台灣地區各縣市、不同組織的全職工作者為樣本，總計回收共506份有效問卷。採用多元迴歸分析，研究結果發現：「雇主品牌」與員工的「工作績效」及「工作滿意」有顯著的正向關聯，與「離職意向」有顯著的負向關聯。透過社會認同觀點，發現「雇主品牌」能夠藉由「組織認同」的部分中介效果正向預測員工的「工作績效」及「工作滿意」，並負向預測員工的「離職意圖」。而在「雇主品牌」透過「組織認同」到「工作績效」的中介作用中，「知覺組織支持」可以補足「組織認同」對於「工作績效」的預測效果；於「雇主品牌」透過「組織認同」到「工作滿意」的中介作用中，「知覺組織支持」可以補償「低雇主品牌」對於「組織認同」的預測效果。據此，研究者建議企業應致力塑造優良的雇主品牌，透過雇主品牌對員工的工作成果產生正面效果，並藉由組織支持補償雇主品牌與員工對於組織的認同度，提升員工工作行為及態度，並提高組織競爭力。The aim of the present study is to explore the relationships between employer brand and employees'' work outcomes, hoping to understand its process by internal marketing viewpoint. Using structured questionnaires, we collected data from 506 full-time employees working in various organizations and industries in Taiwan. Multiple regression analysis showed that employer brand had positive effects on work performance and job satisfaction. In contrast, employer brand had a negative effect on turnover intention. Based on the social identity theory, organizational identification is an important mediator linking employer brand and work outcomes. Furthermore, the results of moderated mediation analysis confirmed that perceived organizational support would compensate low organizational identification and enhance employees’ work performance. Perceived organizational support also compensated the weak employer brand, enhanced organizational identification, and had a positive effect towards job satisfaction.2260767 bytesapplication/pdf論文公開時間: 2017/7/4論文使用權限: 同意有償授權(權利金給回饋學校)雇主品牌工作績效工作滿意離職意圖組織認同知覺組織支持employer brandwork performancejob satisfactionturnover intentionorganizational identificationperceived organizational supportthesis10.6342/NTU201600489http://ntur.lib.ntu.edu.tw/bitstream/246246/274483/1/ntu-105-R03741053-1.pdf