雇主品牌對組織公民行為之影響-以內部行銷為中介變項

Abstract

科技業作為競爭激烈且不斷發展的產業，面臨著各種挑戰和變革，為了應對這些挑戰並提供解決方案，企業需要重視雇主品牌的建設和經營以吸引和留住優秀人才。同時，透過內部行銷幫助塑造企業文化，鼓勵員工組織公民行為展現，從而建立穩固的團隊合作並強化企業文化。此外，企業需要適時的管理調整建議，以增強員工對組織運作產生正面幫助的行為。本研究旨在探討科技業中企業雇主品牌及內部行銷對員工組織公民行為展現程度的影響，基於文獻回顧，透過問卷調查法，以量化研究方式蒐集科技業員工的意見。本研究回收共計308 份有效問卷，以結構方程模型分析驗證本研究假設。本研究結果顯示：（1）雇主品牌對內部行銷有正向影響；（2）雇主品牌對組織公民行為有正向影響；（3）內部行銷對組織公民行為展現有正向影響；（4）內部行銷在雇主品牌與組織公民行為之間具有中介效果；（5）雇主品牌是影響組織公民行為的重要因素而內部行銷次之。期望藉由本研究之研究結果，提出相關的結論和建議，為企業提供管理實務參考。The technology industry, characterized by intense competition and continuous development, faces various challenges and transformations. To respond to these challenges and provide solutions, companies need to focus on building and managing their employer brand to attract and retain talent. Additionally, internal marketing helps shape corporate culture, encouraging employees to exhibit organizational citizenship behavior, thereby cultivating strong teamwork and reinforcing corporate culture. Companies also need to adjust their management appropriately to enhance behaviors that positively impact organizational operation.This research aims to explore the influence of employer branding and internal marketing on the degree of organizational citizenship behavior exhibited by employees in the technology industry. Based on a literature review and using a questionnaire survey method, opinions from 308 valid responses from technology industry employees were collected. The research hypotheses were tested using Structural Equation Modeling (SEM). The results of the study indicate that: (1) Employer branding has a positive impact on internal marketing; (2) Employer branding positively influences organizational citizenship behavior; (3) Internal marketing positively affects the display of organizational citizenship behavior; (4) Internal marketing mediates the relationship between employer branding and organizational citizenship behavior. (5) Employer branding is a critical factor influencing organizational citizenship behavior, with internal marketing following closely. Finally, corresponding conclusions and recommendations are provided for academic and practical reference.