雇主品牌在過往是行銷學的概念，自從Tim Ambler和Simon Barrow於1996年提出後便在人力資源領域發展出許多相關研究，而雇主品牌也被定義為由雇主所認可的一種僱傭關係並提供功能性、經濟性和心理性的綜合利益。基於大部分的研究都在探討建立對外的雇主品牌，本研究以雇主品牌作為自變數，工作績效作為依變數並以組織認同作為中介變數，同時將交易型領導和轉型領導當作調節雇主品牌與組織認同之間的變數，藉此釐清在不同的領導風格下是否會強化雇主品牌與組織認同之間的關係並探討在整體模型下是否具有調節式中介效果的存在。

本研究採用問卷調查法並使用SPSS24與R語言進行分析，基於問卷都是由員工本人填寫所以將兩份的問卷分隔三週以避免共同方法變異的發生。問卷共發放了350份問卷，排除掉無效問卷後，共取得330份有效樣本，有效樣本回收率為94%。研究結果發現，雇主品牌與組織認同呈正向關係；雇主品牌經由組織認同來影響工作績效，即組織認同中介雇主品牌與工作績效的關係；當員工高度的轉型領導風格下會強化雇主品牌與組織認同的正向關係。

Employer brand was the concept from the Marketing, many related studies have been developed in Human Resources Management since Tim Ambler and Simon Barrow proposed the concept in 1996. Simon Barrow and Tim Ambler defined the employer brand as "The package of functional, economic and psychological benefits provided by employment, and identified with the employing company". Based on most of the research that is exploring the establishment of an external employer brand, this paper use employer brand as the independent variable, organizational identification as the mediated variable between employer brand and job performance, transactional and transformational leadership as the moderated variables to clarify whether different leadership styles will strengthen the relationship between employer brand and organizational identification and explore the existence of moderated mediation effect under the overall model.

SPSS 24 and language R were applied to analyze the questionnaires collected, two parts of the questionnaires are separated for three weeks to avoid the occurrence of common method variation due to the questionnaires were filled out by the employees themselves. A total of 350 questionnaires were distributed, after excluding invalid questionnaires, a total of 330 valid samples were obtained, and the questionnaire response rate was 94%. The study results show that there is a positive relationship between employer brand and organizational identification, employer brand influences job performance through organizational recognition which indicates that organizational identification mediated the relationship between employer brand and job performance. Moreover, the positive relationship between employer brand and organizational identification will be strengthened while employees under high levels of transformational leadership.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
圖目錄 viii
表目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的與動機 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 雇主品牌 5
第二節 組織認同 13
第三節 領導風格 15
第三章 研究方法 18
第一節 研究架構與假設 18
第二節 研究對象 19
第三節 問卷發放程序 19
第四節 研究工具 20
第五節 資料分析方法 21
第四章 研究結果 22
第一節 敘述性統計 22
第二節 迴歸分析 24
第三節 中介效果檢定 26
第四節 調節效果檢定 32
第五節 驗證性因素分析 34
第五章 討論與建議 35
第一節 研究發現與討論 35
第二節 管理實務意涵 36
第三節 研究限制與未來建議 37
參考文獻 38
附錄 46

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