人才對於新創企業來說是至關重要的資源，也是影響新創企業成敗的重要因素之一。然而，因求職者對於新創企業較不熟悉，且新創企業在成立初期較缺乏資源，使得招募人才上常遭遇困境，不容易吸引求職者目光。雇主品牌形象雖能吸引求職者對企業的組織吸引力，但新創企業卻不適用雇主品牌形象。因此，本研究以此缺口應用最適獨特性理論，以順從且具差異化的象徵性形象來提高新創企業的組織吸引力，希望能將最適獨特性理論運用在新創企業的雇主品牌形象上。本研究以特定一家新創公司招募業務人員的實際過程作為場域實驗設計，將真實招募情境中象徵性形象訊息作質化描述，以文字訊息操弄創新與溫暖的象徵性雇主品牌形象。針對該新創企業的招募族群，居住在大台北地區、有1年以上業務工作經驗、年齡落在22~35歲之間、且具大學學歷畢業的240名潛在求職者作為研究樣本，將招募文字訊息採隨機分配方式發送至求職者信箱，並以潛在求職者接受面試邀請與否作為依變數來衡量組織吸引力。藉此檢驗新創企業的雇主品牌形象定位對組織吸引力之影響。本研究依據研究結果進行討論，分別提出研究理論與實務意涵。

Talent is a vital resource for new ventures and is also one of the important factors affecting the success or failure of new ventures. However, job seekers are less familiar with new ventures which lack resources in the early stages of business. New ventures often encounter difficulties in recruiting talent and attracting the attention of job seekers. Although employer brand image can enhance organizational attractiveness and improve recruitment performance, it is unable to apply to new ventures. Therefore, this study integrates optimal distinctiveness theory with employer brand literature to address this research gap and to improve the organizational attractiveness of new ventures with an optimal distinctive employer image. This research conducts field experiments on the interview invitation email in the actual process of recruiting sales representatives for the focal new venture. The email encompasses messages depicting the symbolic images (innovative and warm) of the new venture. The participants are 240 actual job seekers who are qualified candidates─ fitting criteria including living in the Taipei metropolitan area, having more than one year of sales work experience, with ages between 22 and 3 ages and with a bachelor’s degree or above ─for the new venture. Text messages were randomly assigned to the emails sent to job seekers, and the attractiveness of the organization was measured by whether or not potential job seekers accepted interview invitations. This study verifies the impact of a new venture's employer brand image positioning on organizational attractiveness. Based on the research results, this study discusses the theoretical and practical implications of the research.

論文審定書 i
中文摘要 ii
英文摘要 iii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第二章 文獻探討 6
第一節 新創企業及其招募困境 6
第二節 象徵性雇主品牌與組織吸引力 9
第三節 新創企業定位策略及其績效 18
第四節 新創企業雇主品牌形象定位與組織吸引力 24
第三章 前測實驗 28
第一節 研究設計 28
第二節 研究對象與程序 28
第三節 研究變數衡量 29
第四節 分析方法 31
第五節 敘述性統計與相關分析 31
第六節 前測分析 34
第七節 補充分析 35
第四章 場域實驗 39
第一節 研究設計 39
第二節 研究對象與程序 39
第三節 研究變數衡量 40
第四節 分析方法 40
第五節 敘述性統計與相關分析 40
第六節 研究假說驗證 42
第五章 結論與建議 43
第一節 研究結論 43
第二節 研究貢獻 43
第三節 管理意涵 44
第四節 研究限制 44
第五節 未來研究方向 45
參考文獻 46
附錄 64

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