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本文从虚拟求职社群互动的信息互动和人际互动两个维度入手,探讨虚拟求职社群互动对雇主品牌外部吸引力的影响。同时,检验了社群互动是否通过中介变量社群意识(包括社群满意、社群归属和社群承诺)影响雇主品牌外部吸引力。通过实证研究,得出以下结论:信息互动负向影响社群承诺;人际互动正向影响雇主品牌外部吸引力,社群满意、社群归属和社群承诺在人际互动和雇主品牌外部吸引力之间起部分中介作用;社群满意、社群归属和社群承诺均正向影响雇主品牌外部吸引力。
This paper starts from the two dimensions of information interaction and interpersonal interaction of virtual job interaction community to explore the impact of virtual job search community interaction on the external attraction of employer brand. At the same time, it is tested whether social interaction affects the external attractiveness of employers’ brands through the community consciousness of intermediary variables (including community satisfaction, community ownership and community commitment). Through empirical research, the following conclusions can be drawn: the negative impact of information interaction on community commitment; the positive effect of interpersonal interaction on employer brand external attraction, community satisfaction, community ownership and community commitment in interpersonal interaction and employer brand external attraction Play a part of the intermediary role between; community satisfaction, community ownership and community commitment are positively affect the employer brand external attraction.