虚拟求职社群互动与求职意向的曲线关系——雇主品牌的调节作用

The Curvilinear Relationship between Virtual Job Community Interaction and Job Search Intention:Moderating Effects of Employer Brand

基于信息不对称理论和前景理论,采用394名求职者的问卷调查数据,运用规范的实证研究方法,研究了虚拟求职社群互动与求职者求职意向之间的倒U型曲线关系,并探讨了雇主品牌对上述关系的调节作用。结果表明,在控制了雇主品牌后,虚拟求职社群互动与求职者求职意向之间呈显著的倒U型关系;雇主品牌显著地调节了虚拟求职社群互动与求职者求职意向之间的曲线关系,即当企业拥有较强的雇主品牌时,虚拟求职社群互动与求职者求职意向呈显著的线性关系;而当企业拥有较弱的雇主品牌时,虚拟求职社群互动与求职者求职意向呈倒U型曲线关系。这一结果为已有的不一致的研究结论提供了较好的理论解释,同时也为企业虚拟求职社群建设实践提供了有意义的指导。

Based on asymmetric information theory and prospect theory,this study examines the possibility of a curvilinear relationship between virtual job community interaction and job-search intention,and the moderating effects of employer brand.Using survey questionnaires from 394 job seekers,the hierarchical regression concludes that the inverted U-shaped curvilinear relationship between virtual job community interaction and job-search intention is significant;specifically,when virtual job community interaction is at a moderate level rather than at a very low or very high level,and job seekers exhibit more job-search intention.In addition,the result reveals that such curvilinear patterns only exist when employer brand is low,and the relationship between virtual job community interaction and job-search intention is linear and positive when employer brand is high.This study provides a theoretical explanation for the previous inconsistent findings and also it provides a positive practical guidance for enterprises to construct a better virtual job community.