臺灣地區廣告從業人員離職因素試析

The Determinants of turnover Intention of the Employeès of the Advertising Agencies in Taiwan-A Causal Modeling Approach

本研究從台北市、台中市、和高雄市三地的廣告公司中，挑選從事廣告創意、業務、媒體、和行銷市調部門的員工進行問卷調查，所得之有效樣本數為984。本研究的主題是探討影響廣告從業人員組織承諾和離職行為的因素有那些。此外，又針對廣告從業者的特性提出一個因果結構模式，試聞從一個較全瞻性（holistic）的研究觀點，來解釋員工離職傾向的形成過程，並希望釐清各類解釋變項對員工的組織承諾和離職傾向的直接與間接影響力。從分析結果中發現，會直接影響離職意願的因素有五項：不滿薪資待遇、工作壓力、客戶要求過多、換工作的機會、以及員工的年齡。同時又有多項個人對組織環境的主觀認知會先影響其對組織的承諾，再通過組織承諾去影響離職意願。此外，本研究又發現：性別和工作性質差異對組織環境的詩價造成一定程度的差異。女性員工對管理風格與薪資較不滿意，她們自認在決策中參與度比男性低。創意人比非創意人更常抱怨管理風格，工作壓力過重，客戶不尊重專業。

Voluntary turnover of organization's employees can cause great losses to an organization. This is especially true with those organizations in a highly competitive industry, such as advertising. This study intends to investigate the factors which lead to employee's voluntary turnover in the advertising industry from a more holistic perspective. A structural equation modeling approch which identifies the structural relationships between various types of explanatory variables and the outcome variable--individual employee's turnover intention--was proposed and tested. Results from the analysis indicate that salary, job-related stress, client-employee relationship., the situation of job market, and employee 's age showed some direct impacts on turnover intention. Meanwhile, employee's satisfaction toward the organization's management style and work environment had significant effects on employee's organizational commitment, which, in turn, may lead to voluntary turnover. In addition, gender and types of job were found to result in differenes in the evaluation of Organizational environment. Pemales felt greater dissatisfaction towand salary and management in general, they also complained about low participation in decision making process than their male counterparts.