人力網站美學資本與網路忠誠關聯：求職者滿意為調節變項

The Relationship between Aesthetics Capital and Internet Loyalty: the Moderating Effect of Job Seekers’ Satisfaction

鑒於科技發達，線上的人力銀行目前是求職者尋求工作的主要管道，但因競爭者如雨後春筍般冒出，如何創造其自身獨特的競爭優勢值得深入探討。人力網站蘊藏豐富內容與服務，但哪些核心服務實為求職者真正關心的需求？本研究探討人力網站美學資本與網路忠誠及求職者滿意之關聯性，期望瞭解人力網站頁面如何改善以呈現核心資訊。本研究共有830位有效樣本，以立意抽樣來收集資料，並以階層迴歸分析相關資料。研究結果發現人力銀行美學資本、網路忠誠與求職者滿意有顯著關聯，其中求職者滿意扮演部分調節角色，本研究根據上述結果將提出理論與實務建議。

 

Due to the advance of technology, online job search websites are dominating channels for job-seekers to find their jobs. However, there are more and more competitors showing up, it’s crucial for management to think about how to create competitive advantage in job search websites. There are plenty of services provided by job search website, and we want to know which one is core service. The objective of this study is to understand the relationship among the aesthetic capital, internet loyalty and customer satisfaction of the job seekers. Also, find out the moderating and mediating effect caused by internet loyalty variable. A total of 830 valid copies were collected by using purposive sampling and hierarchy regression was adopted for data analysis. The consequence surveys that the aesthetic capital has positive relationship with internet loyalty and customer satisfaction. Also, the internet loyalty variable plays a role that moderates and mediates the partial relationship between aesthetic capital and customer satisfaction exactly. According to the results, some suggestions are given to academics and practitioners.