型塑企業網站以提升吸引力：求職者與組織契合度對求職者意圖之影響

Morphing the Company Web-Site to Increase the Attraction: The Influence of Congruencies Between Job Seeker and Organization on the Intention of the Job Seeker

近幾年網路招募已逐漸成為趨勢，據研究指出，使用網路招募可為企業降低20至30%的成本，本研究焦點在探討企業網站於招募網頁中所呈現的內容，所導致的個人與組織在形象上契合程度、個人認知風格與企業徵才網站資訊屬性的契合程度，對組織吸引力與求職意願的影響。本研究採用場地實驗研究法，以隨機指派方式呈現四家企業的徵才網站資料，實驗共募集83位大學與碩士應屆畢業生參與，每位受測者在施測過程須瀏覽四家企業的徵才網站資料。共有72位受測者完成實驗，獲得288筆資料。研究結果發現，形象契合度對組織吸引力與求職意願具有重要的影響力，而認知風格對組織吸引力與求職意願的影響力未達顯著，因此，企業應藉由形象的塑造，提高求職者對組織的偏好。

Online recruiting has become the new trend for recruitment. According to research, the use of online recruiting can save up to 20~30% of an organization's expenses. This study is conducted to determine the effects of an organization's website on online recruiting. In this study, we focused on an organization's websites and examined the recruiting process, the effect of congruence between job seeker and an organization's image, the congruence between the job seeker's cognitive style and an organization's website information on organizational attraction and intention to pursue. By using a field experiment which conducts the random assignment of the recruitment website of four enterprises, a total of 83 undergraduates and masters graduates were recruited. Each participant was required to visit the websites of four enterprises. A total of 72 participants finished the experiment and 288 pieces of data were obtained. In our findings, there is a clear significance between the effects of image on organizational attraction and intention to pursue. However, the effect between cognitive style on organizational attraction and intention to pursue is not significant. As a result, we conclude that the organization can increase the job seekers' preferences by morphing its image to increase the attractiveness of the organization.