在快速變動的AI世代，就業資訊相較過往更加公開透明，勞動市場的組成亦變化萬千，加上少子化的衝擊，每年投入至職場的勞動力大幅驟降，各界專業人才的搶手程度更勝以往。其中，創意人才為業界策略創新不可或缺的要角，然而過去鮮有研究特別著墨在創意人才和雇主品牌經營做連結，本研究期望聚焦探討雇主品牌吸引力是否能影響組織內員工的忠誠程度，進而撼動創意人才進行積極表現，並觀察LMX和創意自我效能對於員工忠誠度以及員工創造力之調節作用。

本研究以在職員工為研究對象並採用便利抽樣進行調查，蒐集來自不同年齡、產業、教育程度的受試者，共計回收340份有效問卷。研究結果發現：一、雇主品牌吸引力對員工忠誠度呈現正向顯著關係；二、員工忠誠度對員工創造力呈現正向顯著關係；三、員工忠誠度會中介雇主品牌吸引力與員工創造力之間的關係；四、LMX會正向調節員工忠誠度和員工創造力之關係；五、創意自我效能不會調節員工忠誠度和員工創造力的關係。本研究亦針對研究結果加以探討並提出管理意涵及貢獻與未來研究建議。

In the AI generation, employment information is more open than the past, and the composition of the labor market has also changed. With the impact of declining birthrates, the number of laborers declines every year, making more difficult to recruit professionals. Creative talents are indispensable for the company’s strategic innovation. However, in the past, few studies focused on the connection between employer brand attractiveness and employee creativity. This study explored the mediating effect of employee loyalty and the moderating roles of LMX and creative self-efficacy on the relationship between employer brand attractiveness and employee creativity.

The data were collected and composed of 340 valid responses from office workers in different industries, ages, and education backgrounds in Taiwan, According to the results, the study revealed that (1) employer brand attractiveness had a significant positive correlation with employee loyalty; (2) employee loyalty had a significant positive correlation with employee creativity; (3) employee loyalty played a mediating role on the relationship between employer brand attractiveness and employee creativity; (4) LMX had a positive moderating effect on the relationship between employee loyalty and employee creativity. Based on the findings, this study discussions contribution, managerial implications and future research directions.

目錄
論文審定書 i
論文公開授權書 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 4
第二章 文獻探討 6
第一節 雇主品牌吸引力 6
第二節 員工忠誠度 8
第三節 員工創造力 9
第四節 領導者與部屬交換關係 11
第五節 創意自我效能 13
第三章 研究方法 15
第一節 研究架構 15
第二節 研究假設 16
第三節 研究樣本 16
第四節 研究工具 18
第五節 控制變項 24
第六節 研究程序 25
第七節 資料分析 27
第八節 共同方法變異檢測及說明 28
第四章 研究結果 31
第一節 各變項之現況分析 31
第二節 人口變項在各變項的差異檢定 34
第三節 各變項之相關分析 37
第四節 雇主品牌吸引力、員工忠誠度、員工創造力、LMX及創意自我效能之中介模型 39
第五節 雇主品牌吸引力、員工忠誠度、員工創造力、LMX及創意自我效能之調節模型 41
第六節 間接效果的調節作用 44
第五章 討論與建議 47
第一節 研究發現與討論 47
第二節 實務管理意涵 49
第三節 研究限制與未來研究建議 51
參考文獻 53
附錄:問卷 59

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