虚拟求职社群成员感知价值对雇主品牌的影响

Influence of Perceived Value of Members in Virtual Job-hunting Community on Employer Brand

本文从虚拟求职社群成员感知价值的功能价值、情感价值和社交价值三个维度的角度出发,探讨其对雇主品牌吸引力的影响。同时,检验了社群意识在社群感知价值和雇主品牌吸引力中是否起到中介作用。本文通过实证分析得出结论:功能价值对雇主品牌吸引力有正向影响;社群意识在社群感知价值和雇主品牌吸引力中起到部分中介作用;社群满意、社群归属和社群承诺对雇主品牌吸引力具有正向作用。

This paper investigates the influence of perceived value of virtual job-hunting members on employer brand attraction from the three perspectives, namely, functional value, emotional value and social value. At the same time, it is also tested whether community sense has a mediating effect between the perceived value and employer brand attraction. The results are as follows： the functional value has a positive effect on employer brand attraction; community sense has a mediating effect between the perceived value and employer brand attraction; satisfaction with the community, sense of belonging to the community and community commitment have a positive impact on employer brand attraction.