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作者(中文):鄒侑芩
作者(外文):Tsou, Yu-Chin.
論文名稱(中文):品牌人力資源管理與品牌公民行為之關係研究:留職意圖、企業聲譽認知、品牌承諾之影響效果
論文名稱(外文):An Investigation of the Relationship between Brand-centered HRM and Brand Citizenship Behavior: The Effects of Intention to Stay, Corporate Reputation and Brand Commitment
指導教授(中文):江旭新
指導教授(外文):Chiang, Hsu-Hsin
口試委員(中文):林文晟
曾文志
口試委員(外文):Lin, Wen-Cheng
Tseng, Wen-Chih
學位類別:碩士
校院名稱:國立清華大學
系所名稱:人力資源與數位學習科技研究所
學號:210525735
出版年(民國):106
畢業學年度:106
語文別:中文
論文頁數:111
中文關鍵詞:品牌人力資源管理企業聲譽認知留職意圖品牌承諾品牌公民行為
外文關鍵詞:brand-centered HRMcorporate reputationintention to staybrand commitmentbrand citizenship behavior
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員工是組織中的重要資產,故人才的留任一直是組織所重視的議題,加上近年來品牌知名度深深吸引到求職者的就業選擇,尤其是企業形象及企業好感度等相關性指標。然而在過去高科技產業之相關文獻中,鮮少研究探討品牌人力資源管理、留職意圖、品牌公民行為間關係,因此,本研究藉由此研究缺口,來探討變項間的關係。
有鑑於此,本研究以台灣高科技產業從業人員為研究對象,進行問卷調查,研究採用結構性問卷進行施測驗證,以驗證品牌人力資源管理、留職意圖、品牌公民行為、品牌承諾與企業聲譽認知的相互關係。本研究總共發放500份問卷,回收有效問卷為429份(有效回收率85.8%)。本研究運用SPSS軟體來進行資料統計分析,結合迴歸分析將假設進行驗證,並以線性結構模式分析整體模式。分析結果發現:(一)品牌人力資源管理正向影響留職意圖。(二)留職意圖正向影響於品牌公民行為。(三) 品牌人力資源管理正向影響品牌公民行為。(四)留職意圖在品牌人力資源與品牌公民行為之間具有中介效果。(五)企業聲譽認知在品牌人力資源管理與留職意圖之間調節效果不顯著。(六)品牌承諾在留職意圖與品牌公民行為之間具有調節效果。根據分析結果,本研究進一步探討研究意涵、貢獻,與研究限制、未來研究。
Employees are regarded as the most important asset in the organization, so the retention of talents has always been the important issue to the organization. Especially in recent years, brand awareness has attracted the job seekers and influenced their job choice, especially the relevance index such as the corporate image and corporate preference. However, few studies investigated the relationships among brand-centered HRM, intention to stay and brand citizenship behavior. In this study, we will fulfill the research gaps and explore the relationship among the variables.
In view of this, the study took the high technology industry in Taiwan as the research object and used structured questionnaires to examine the mutual relationships among brand-centered HRM, corporate reputation, intention to stay, brand commitment and brand citizenship behavior. In this study, 500 questionnaires were sent and 429 questionnaires were valid (overall response rate is 85.8%). This research used SPSS to conduct the statistical analysis, regression analysis to verify the research hypotheses and linear structural equation model to analyze the overall model fit. The results showed: 1. brand-centered HRM affects intention to stay positively; 2. Intention to stay affects brand citizenship behavior positively; 3. Brand-centered HRM affects brand citizenship behavior positively; 4. Intention to stay mediates the relationship between brand-centered HRM and brand citizenship behavior; 5. Corporate reputation does not moderate the relationship between brand-centered HRM and intention to stay; 6. Brand commitment moderates the relationship between intention to stay and brand citizenship behavior. Based on the analytical results, this study further explores the managerial implication, research limitations, and future research suggestion.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 7
第一節 品牌人力資源管理 7
第二節 企業聲譽認知 18
第三節 留職意圖 24
第四節 品牌承諾 30
第五節 品牌公民行為 36
第六節 研究假設與推論 41
第三章 研究方法 47
第一節 研究架構與研究假設 47
第二節 研究對象與資料蒐集 49
第三節 研究變項的操作型定義與測量工具 49
第四節 資料分析方法 56
第五節 衡量模式分析結果 59
第六節 信效度分析 71
第四章 研究結果 73
第一節 樣本敘述性統計分析 73
第二節 相關分析 75
第三節 結構方程分析 76
第四節 迴歸分析 79
第五章 結論與建議 82
第一節 假說檢核表 82
第二節 討論與管理意涵 85
第三節 研究貢獻 90
第四節 研究限制與後續研究建議 92
參考文獻 93
問卷部分 107
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