When is word-of-mouth effective? Investigating the moderating effects of source, media and content

• Main Authors: HUNG, YI-HSUN, 洪一勛
• Other Authors: HUANG, YIN-MEI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7z3p8p

碩士 === 東海大學 === 企業管理學系碩士班 === 107 === This study focuses on the valence of word-of-mouth, investigating the moderating effects of source, content, and media on the organizational attractiveness. Based on the research of Van Hoye (2012), Van Hoye (2014), and Ying-Yu Chen (2014), this study uses between-person level experimental design to manipulate four research variables, including the word-of-mouth valence (positive word of mouth versus negative word of mouth), word-of-mouth source (former employee versus teacher), word-of-mouth content (work information content versus selection of information content), and word-of-mouth media (film versus text). A 2x2x2x2 four factor scenario experimental method was used, and each participant was randomly assigned to 16 different levels of experimental groups. The sample comprised 240 participants who were looking for flight attendant jobs included senior students, people on transfer, and unemployed. The research shows that word-of-mouth valence positively affects organizational attractiveness. Positive word-of-mouth increases the organizational attractiveness, while negative word-of-mouth decreases the organizational attractiveness. In addition, word-of-mouth content moderates the positive relationship between word-of-mouth valence and organizational attractiveness. Job information content strengthens the positive effect of word-of-mouth valence on organizational attractiveness. However, word-of-mouth source and word-of-mouth media do not have moderating effects on the positive relationship between word-of-mouth valence and organizational attractiveness. Therefore, in order to enhance the applicants’ attraction, the organization should not only establish a good corporate image, but also appropriately adjust and design the work content as well as rewards system. It can enhance the appeal of job seekers and the positive image of the organization. In this way, the organization can attract potential job seekers, achieve the expected goal of recruitment, and stand out from the war for talent.