數位轉型與組織人才吸引力之關係－象徵性雇主形象之中介效果及Z世代之調節效果

Abstract

本研究旨在探討企業數位轉型對組織人才吸引力的影響，以及象徵性雇主形象的中介效果與Z世代的調節效果。研究方法基於策略攫取法，採用單因子組間實驗設計，透過文字敘述的方式操弄數位轉型，共發展出2種情境腳本。本研究以在職六個月以上的工作者與潛在求職者為研究對象，最終有效問卷分別為447份與151份。研究結果顯示：（1）數位轉型與組織人才吸引力之間具有正向關係；（2）數位轉型與象徵性雇主形象之創新、能力構面之間具有正向關係；（3）象徵性雇主形象之創新、能力構面在數位轉型與組織人才吸引力之間的中介效果獲得支持；（4）Z世代在數位轉型與象徵性雇主形象之間的調節效果未獲得支持。

This study aims to investigate the impact of digital transformation on organizational attractiveness, as well as the mediating effect of symbolic employer image and the moderating effects of generation Z. A between-subjects experimental design was used in this study. Digital transformation was manipulated through textual descriptions, resulting in a total of two scenario scripts. We collected data from full-time workers in Taiwan across industries and potential applicants, obtaining a final sample of 447 and 151 participants, respectively. The findings indicate that (1) digital transformation was positively related to increasing organizational attractiveness; (2) the positive relationship between digital transformation and the innovativeness and competence dimensions of symbolic employer image was supported; (3) the mediating effect of the innovativeness and competence dimensions of symbolic employer image between digital transformation and organizational attractiveness was supported; (4) the moderating effect of generation Z between digital transformation and symbolic employer image was not supported.