摘要
本研究通过分析象征性个人一组织形象匹配是否影响及为什么影响雇主吸引力,拓展了前人在雇主品牌及个人一组织匹配方面的研究。通过借鉴营销领域的自我一产品形象匹配理论,本研究发现该理论也适用于雇主品牌领域,即在求职的早期阶段,求职者关注雇主象征性因素的原因是不同的雇主具有不同的个性特征,求职者通过选择雇主来进行自我表达,从而满足自我提升和自我一致性的需要。具体来说,本研究发现,求职者理想自我形象与雇主形象匹配可以预测雇主吸引力;理想自我形象一雇主形象匹配与自我态度之间的交互作用可以预测雇主吸引力,其中,对于具有正面形象的雇主,求职者自我态度与雇主吸引力有正相关关系;对于具有负面形象的雇主,求职者自我态度与雇主吸引力有负相关关系。本研究对实践的启示是,塑造卓越的雇主品牌,除了功能性诉求,还需要价值表达诉求。
Whether and why symbolic person-organization fit influence the employer attraction?This study answered this question via expanding previous research on employer brand and person-organization fit.Borrowing the self-product con- gruence theory in marketing literature,this study found this theory also fit the employer branding context.I.e.,poten- tial job-seekers care about symbolic factors because different employers have different traits.And to,satisfy self-enhance- ment and self-consistency motivations,Job-seekers express themselves by applying for specific organizations.The impli- cation of this study is,besides utilitarian appeal,value-ex- pressive appeal is also necessary to build prominent employer brand.
出处
《南大商学评论》
2005年第4期99-118,共20页
Nanjing Business Review
