本研究欲瞭解在模擬招募情境中，兩個薪資特徵-「變動薪資比例」 與「加薪型態」，分別對組織吸引力之影響，並探討此兩組關係中「風險 知覺」的中介效果與「性格變項（核心自我評價）」的調節效果。本研究 採2x2 受試者間之實驗設計，所操弄的二個獨變項為：1.變動薪資比例 （高、低）；2.加薪型態（高機率低加薪、低機率高加薪），依變項為整 體「組織吸引力」及其三個向度（組織正向情感、雇主評價、求職行動 意圖）。 本研究之受試者為139 位大學應屆畢業生，研究結果顯示：「變動薪 資比例」越高，受試者感受的「風險知覺」越高；但「加薪型態」與受 試者的「風險知覺」無顯著關係。當受試者的「風險知覺」較高時，其 組織正向情感、雇主評價則較低；然而，變動薪資比例、加薪型態與組 織吸引力無顯著關係。雖然核心自我評價並沒有調節「變動薪資比例」 或「加薪型態」與組織吸引力的關係；可是核心自我評價卻調節「風險 知覺」與整體組織吸引力與其二個子向度（組織正向情感、求職行動意 圖）的關係。 研究者分別就結果加以討論，提出可能的解釋，並說明本研究之限 制與貢獻。 / This paper presents an experimental investigation of the influences of type of variable pay ratio and type of pay increases on overall organizational attraction and its three dimensions: affection, intentions toward the company and company prestige. A 2x2 between subjects design was used. Two independent variables were types of variable pay ratio (high/ low) and types of pay increases (high probability, small pay increases/ low probability, large pay increases). The dependent variable was organizational attraction. Risk perception and core self-evaluation were mediating and moderating variable, respectively. The sample comprised 139 college students approaching graduation. The results demonstrated that higher variable pay ratio caused higher risk perception but type of pay increases did not. Higher risk perception caused lower affection, company prestige; however, type of variable pay ratio and type of pay increases did not. Core self-evaluation did not mediate the relationship between type of variable pay ratio and risk perception, but it mediated the relationship between risk perception and overall organizational attraction and its two of three dimensions (affection, intentions toward the company). Based on the results, alternative explanation, limits, and implications were discussed.

本研究欲探討以個人認知需求為調節變項，考量框架效應和個人與工作適配度，是否對工作預期和求職吸引力產生影響。先前Buda和Charnov (2003)的研究僅闡釋低認知需求較易受框架效應影響，而本研究則欲進一步瞭解，是否高認知需求者在評估求職吸引力時，受個人與工作適配度影響較大。本研究採2x2 x2受試者間之實驗設計，所操弄獨變項為：框架效應（正負相框架訊息）。依變項為「求職吸引力」，「認知需求」為調節變項。 本研究之受試者為204位大學生，研究結果顯示個人與工作適配度與求職吸引力有正相關，當個人與工作適配度愈高，求職吸引力愈高。當應徵者為高認知需求者，個人與工作適配度與求職吸引力間的關係高於應徵者為低認知需求者。研究者分別就結果加以討論，提出可能的解釋，並檢討本研究之限制與貢獻。

為了讓求職者對工作或公司產生好印象，招募廣告中往往只呈現正向訊息，過去有關真實工作預告 (Realistic Job Preview) 的研究顯示，在廣告中呈現負向訊息其實可讓求職者對工作產生正確的期望，進而降低離職率。先前探討負向訊息的研究大多只探討其與離職率等的關連，因此本研究希望瞭解，在企業網站的招募廣告中呈現負向訊息對求職者的組織吸引力的影響。另外，國內求才網頁多以「官方說法」的形式呈現招募廣告，只有少數網頁會以「在職同仁經驗分享」的形式呈現，本研究亦欲驗證招募廣告呈現形式是否對組織吸引力有所影響。 　　簡而言之，本研究採實驗法，採2×2雙因子受試者間實驗設計，所操弄的獨變項為「負向訊息呈現與否」及「招募訊息呈現形式」，依變項為組織吸引力，「知覺工作挑戰性」及「知覺訊息來源相似性」則分別為上述兩獨變項對依變項之中介變項，此外，本研究也希望探討性格在其中扮演的調節角色。透過模擬網路求職的情境，研究者在虛擬的企業求才網頁上操弄兩個獨變項，受試者共825人，其中男性346人，女性479人，受試來源主要為學生（佔59.8%），在職者則佔28.4%，本研究以共變數分析和迴歸分析檢定兩獨變項之主要效果及交互作用。研究結果顯示，「負向訊息呈現與否」及「訊息呈現形式」對組織吸引力之影響在全體受試未達顯著，但在女性受試則有顯著影響，兩者之交互作用則皆未達顯著，本研究預期之「知覺工作挑戰性」及「知覺訊息來源相似性」並無顯著中介效果。性格部分，成就動機對「知覺工作挑戰性」和組織吸引力間有顯著調節效果。

本研究之目的在瞭解網路招募情境中，具預告真實工作情境（Realistic Job Preview，簡稱RJP）效果的廣告，其負向訊息比例與重要性對組織吸引力之影響，並探討求職者「對工作的期望」與「對組織的信任」在此關係的中介效果以及「求職者知覺的市場競爭力」在此關係的調節效果。本研究採用二因子受試者間實驗設計，所操弄的獨變項為招募廣告負向訊息佔總訊息量的比例，分為10％、20％、30％、40％、50％五種程度；以及負向訊息的重要性程度（高、低），依變項為組織吸引力。 本研究透過網際網路建置虛擬組織的招募網頁，吸引正欲求職的大學四年級及研究所學生經由網路進行實驗，得到466筆有效的實驗資料。研究結果顯示不同負向訊息比例對整體組織吸引力與各分量表的影響有顯著差異，而其在整體組織吸引力、組織正向情感、與工作吸引力有非線性的影響效果，即負向訊息的比例為20%者，其效果最高；負向訊息的高、低重要性程度會對整體組織吸引力與各分量表有不同的影響效果，越重要的負向訊息導致越高的組織吸引力。研究者並以ANCOVA檢驗工作期望的中介效果，結果顯示整體工作期望、工作內容期望、與一般性期望在負向訊息比例與組織吸引力之間有中介效果，組織信任的中介效果則沒有獲得驗證；負向訊息重要性會透過工作內容期望的中介效果影響組織吸引力，但無法確認組織信任有無中介效果。研究者以二因子變異數分析求職者知覺的市場競爭力的調節效果，結果顯示求職競爭力僅在公司期望與組織吸引力之間的關係有顯著的調節效果。研究者分別就結果加以討論，提出可能的解釋，並說明本研究之限制與貢獻。 / The purpose of this study is to empirically examine the effects of proportion and importance of negative information (having the function of realistic job preview with respect to web recruitment advertisements) on organizational attractiveness. The mediation effects of job expectation and trust toward organization on the previous relationships and the moderation effects of perceived job competitiveness on the previous relationships were examined. The independent variables of this study are proportion of the negative information (10%, 20%, 30%, 40%, or 50%) and importance of the negative information (low vs. high). The dependent variable is organizational attractiveness. Totally 466 seniors and graduate students who were hunting for a job joined in the experiment through the fictitious organization recruiting webpage. The result reveals that proportion of negative information has non-linear effect on organizational attractiveness. Recruitment ads with 20% of negative information had the strongest effect on organizational attractiveness. Negative information of higher importance induced more organizational attractiveness than that of lower importance. ANCOVA was used to examine the mediation effects. It shows that the job expectation mediates the relationship between proportion of negative information and organizational attractiveness. However, the mediation effect of trust toward organization on the relationship between proportion of negative information and organizational attractiveness hasn’t been confirmed. Via the mediation effect of job content expectation and trust toward organization, importance of negative information can affect organizational attractiveness.

過往顧客滿意架構多集中在購前因素分析或購後行為探討，甚少連結前因後果之整合性架構，故本研究從認知、態度、行為三個面向予以探究，並以關係階段與替代性吸引力雙變數作為調節變項。 本研究針對上海速食業者德克士之消費客群為抽樣對象，共收集有效問卷329份，並利用結構方程模式檢驗研究假說。研究結果歸納如下： 1. 品牌聲望對知覺價值與顧客滿意度皆有正向影響，且知覺價值亦對顧客滿意度有顯著的正向關係。 2. 慣性行為對於顧客滿意到顧客忠誠的路徑具有部分中介效果，結果顯示慣性亦是形成忠誠度的前驅因子之一。 3. 顧客滿意到口碑傳播的路徑並不顯著，但顧客忠誠到口碑傳播卻有顯著的正向關係，代表客群如果只有滿意還不足以衍生口碑行為，需要透過忠誠機制才有足夠強度驅動口碑。 4. 關係階段會顯著調節「顧客滿意到顧客忠誠」以及「顧客滿意到慣性行為」之關係，其他路徑則不顯著。替代性吸引力則對所有路徑的調節效果皆不顯著，此結果可能源於實證對象與競爭企業在消費者的認知中並沒有太大差異或偏好。 / Past researches of customer satisfaction focus on analysis of pre-pruchasing factors or post-buying behaviors. Nevertheless, few studies have adapted integrative structures of combining whole causal connection. The study investigates into three dimensions of cognition, attitude and behavior, taking relationship stage and alternative attractiveness as moderating variables. The study collected 329 valid questionnaires from fast food chain stores, Dicos, in Shanghai and took advantage of SEM to verify research hypotheses. Results and discussions are concluded below： 1. Brand Reputation has positive influence in Perceived Value and Customer Satisfaction. Perceived Value also has significantly positive influence in Customer Satisfaction. 2. Inertia Behavior has mediation effect towards the path of Customer Satisfaction and Customer Lotalty. The result indicates inertia is one of the pre-exponential factors of Customer Loyalty. 3. Customer Satisfaction to Word of Mouth isn’t significant, but Customer Loyalty to Word of Mouth is significantly positive. The result reveals satisfaction is not enough to motivate WOM spreading. Loyalty mechanism is needed to drive WOM behaviors. 4. Relationship stage moderates “Customer Satisfaction to Customer Lotalty” and “Customer Satisfaction to Inertia Behavior” significantly and other hypotheses aren’t significant. Alternative attractiveness doesn’t significantly moderate all of the hypotheses. It may indicate there is no difference or preference to cognition of customers towards Dicos and their competitors.

隨著數位匯流與市場全球化，閱聽人的電視劇收視行為逐漸改變，各種新媒體影音平台搭配不同的裝置，逐漸形成跨媒介、跨平台的觀看。同時，多國電視劇內容並存於網路平台，閱聽人觀看多元內容成為必然趨勢。然而，透過網路觀看多國電視劇是過去研究顯少觸及的新觀看行為，此觀看行為比過去更個人化，且富有多樣性。因此，本研究透過深度訪談與日記法，針對年輕族群透過網路觀看多國電視劇的行為進行討論，面向包含科技媒體的使用、多國電視劇內容的選擇，以及個人觀看與互動模式。 本研究發現，這些年輕觀眾的收視脈絡改變，個人化的收視打破時空限制，使用過程是雙向互動的，已然形成新舊媒體的跨平台觀看，其觀看平台多元分散且沒有忠誠度，本研究以整合性科技接受模型理論（UTAUT）解釋此現象。同時，觀眾擁有自主選擇多國電視劇內容的能力，如此其選擇的方式及動機，敘事吸引力、來源國印象及使用與滿足等理論皆能提供部分解釋，並以第三代接收分析解釋多元浸泡的媒介文化及社會連結意義。 整體而言，受訪觀眾的科技使用行為與過去不同，在不同情境下，可能會選擇不同的觀看媒體，養成跨平台觀看的能力和習慣。同時，這些平台承載的多元內容具有互文性，增加了多國觀看的必然性。同時，觀看行為走向個人化，受訪觀眾擁有選擇內容與觀看方式的自主能力，且過程皆與生活緊密相關。

本研究探討女性求職者其履歷表照片外觀性別與應徵工作的典型性別間一致性與否與微笑有無對招募者人事決策之影響；此外，並探討前述關係之中介機制及調節效果；亦即前述兩類效果是否透過影響招募者對求職者工作能力契合度、外向性或吸引力的知覺，進而影響招募者的人事決策，而招募者性別角色態度是否調節前述之性別一致性效果。 / 本研究使用實驗法，採2（女性求職者照片微笑：有或無）×2（女性求職者外觀性別與工作性別間一致性程度：高或低）完全受試者間實驗設計。依變項則為推薦意願之人事決策。以在職者為樣本，共有214位受試者參與，隨機分派受試者至四種實驗情境之一，在閱讀職缺訊息及履歷表後，回答對求職者知覺、人事決策及人口統計變項等問題。去除操弄失敗的樣本後，本研究分析之有效樣本為141人。 / 本研究以階層迴歸分析來檢驗所有研究假設。研究結果顯示，求職者微笑有無對推薦意願之主要效果達顯著，且招募者對求職者之外向性與外表吸引力知覺會中介此效果；但「外觀性別與工作性別間一致性」的主要效果並未達顯著。此外，招募者之家庭外角色態度具有顯著調節效果，但性別刻板印象之調節效果不存在。研究者並針對本研究之研究結果、理論與實務意涵加以討論。 / In the present study, the researcher examined whether the congruence between female applicants' photo facial appearance and the job type and whether female applicants showed smile in the photo affected recruiters' hiring recommendation. Additionally, mediators and moderators of the above relationships were also examined. Specifically, the researcher examined whether recruiters' perceptions of applicant’s demands-abilities fit, extraversion, and facial attractiveness mediated the above relationship and whether recruiters' sex role attitudes moderated the above relationship. / This study used a 2 × 2 between-subjects factorial experimental design. The two independent variables were whether female applicants showed smile in the photo (smile or non-smile) and the congruence between female applicants' photo facial appearance and the job type (high or low). The dependent variable was hiring recommendation. Two hundred and fourteen current incumbents participated in this study. After reading a fictitious job description and a fictitious resume, participants answered questions about the perceptions of the applicant, hiring recommendation, and participants’ demographic informaiton. After dropping participants who failed to pass the manipulation check, the valid sample size for analysis was 141. / Results of hierarchical multiple regression analyses indicated that the main effect of applicants' photo smile on hiring recommendation was significant, and the recruiter' perceptions of applicant's extraversion and facial attractiveness were mediators of the aforementioned relationship. However, recruiters' hiring recommendation was not influenced by congruence between female applicants' photo facial appearance and the job type. In addition, recruiters' attitudes toward extra-familial roles moderated the relationship between congruence between female applicants' photo facial appearance and the job type and demands-abilities fit. However, the moderation of recruiters’ gender stereotype was not significant. Finally, practical implications and avenues for future research in selection biases are discussed.