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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0609108-125239 |
| Date | 09 June 2008 |
| Creators | Peng, Sz-ping |
| Contributors | Jin-feng, Uen, Liang-chih, Huang, Su-lin, Wu, Shyh-jer, Chen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0609108-125239 |
| Rights | withheld, Copyright information available at source archive |
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