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題 名 | 組織廣告訊息建構與知覺組織聲望關係之研究=The Relationship between Message Framing of Organizational Advertisement and Perceived Organizational Prestige |
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作 者 | 羅新興; 劉國聯; 徐孝芳; | 書刊名 | 清雲學報 |
卷 期 | 30:2 2010.04[民99.04] |
頁 次 | 頁71-85 |
分類號 | 494 |
關鍵詞 | 廣告訊息建構; 知覺組織聲望; 社會取向成就動機; 自尊; Advertisement message framing; Perceived organizational prestige; Social-oriented achievement motivation; Self-esteem; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究目的在探討訊息建構類型對知覺組織聲望的影響,並且分析訊息接收 者特性對上述影響關係的干擾作用。分析所回收的200 份有效問卷獲得以下研究 發現:1. 大學形象廣告中呈現「少數傑出」訊息所形成的知覺組織聲望顯著高於 「多數優秀」訊息所形成的知覺組織聲望。2. 訊息接收者的特性對訊息類型與知 覺組織聲望的關連性,並沒有顯著干擾效果。具體而言,組織形象廣告中呈現「少 數傑出」的知覺組織聲望高於「多數優秀」的知覺組織聲望,此一現象並不會因 為大專教師的自尊與社會取向成就動機的不同而不同。本研究依據研究發現,建 議管理者在設計組織形象廣告的訊息時,應該突顯組織過去「少數傑出」的事蹟, 讓求職者產生較高組織聲望知覺,使該組織可能吸引更多高素質的求職者願意前往該大學服務。 |
英文摘要 | This study examined the effect of message framing of organizational advertisement on the perceived organizational prestige. And, we also explored the moderate effect of message recipient’s characteristic on the relationship between message framing of organizational advertisement and the perceived organizational prestige. From the 200 effective responses, we got two results. Fist, “A few excellent” message produces perceived organizational prestige is higher than “a lot of positive” message in the university advertisement. Secondly, the message recipient’s characteristic does not have the moderate effect on the relationship between the message type and perceived organizational prestige. Generally speaking, “a few excellent” message produces perceived organizational prestige is higher than “a lot of positive” message in the university advertisement, the relationship have not change because of the professor’s self-esteem and social-oriented achievement motivation. According to the findings, we suggested the managers that we designs the advertisement about organizational images, we should emphasize the “a few excellent” message more than the “a lot of positive” message. It possibly attracts more high qualities the job seeker is willing to go to this university. |
本系統中英文摘要資訊取自各篇刊載內容。