| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 100 === Negative information and publicity about enterprises are constantly discussed in public nowadays. How job seekers are affected by such information and make a choice wisely is worth to understand. In the past research, most researchers focus on the impacts of positive and negative information on organizational attractiveness, but it didn’t consider the potential effect of publicity.
The purpose of the present study focuses on negative information and publicity and also includes three moderators (i.e., media richness, corporate image, and pay) to know the effects on organizational attractiveness and intention to apply.
The results show that negative information and publicity did not enhance the negative impact of organizational attractiveness and intention to apply. The interaction effect of negative publicity on media richness enhanced the impact of organizational attractiveness and intention to apply. For this reason, corporations should face the negative event and publicity and take quick and full reactions to reduce the potential effects promptly.
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