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염아영,한은경 한국광고홍보학회 2014 한국광고홍보학보 Vol.16 No.4
The present study investigated the effects of perceived corporate citizenship andcorporate reputation on job seekers’ pursuit intension. This study anticipated that thecorporate efforts to be a good citizen would develope the corporate reputation assets,which is one of the most important intangible assets. And this positively perceivedcorporate citizenship and reputation were expected to be influential in improvingpositive intention about the organization because job seekers would use corporatecitizenship and reputation as a signal to predict organization’s attributes or workingenvironment. Moreover, in order to understand job seeker’s decision making process more in detail,this study applied the theory of reasoned action to the research model. Two variablesof the theory such as attitude toward getting a job and subjective norm were examinedas mediators. This study found that all dimensions of corporate citizenship had no direct effect on jobseeker’s pursuit intention. However, corporate citizenship had positive effects oncorporate reputation. In terms of meditating role of the relationship betweencorporate citizenship and job pursuit intention, corporate reputation failed to verify, but two variables of the theory of reasoned action completely meditated therelationship. It provided substantial support of the theory of reasoned action.
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A Study on Relations between Corporate Citizenship, Corporate Reputation and Job Pursuit Intention
YEUM, Ahyoung(염아영),Han, Eunkyoung(한은경) 한국광고홍보학회 2014 한국광고홍보학보 Vol.16 No.4
본 연구는 기업의 시민정신과 평판이 구직자들의 구직의도 간의 영향을 살펴보았다. 기업 역시 사회를 구성하는 시민의 일원으로서 좋은 구성원이 되기 위해 행하는 일련의 노력들이 기업의 가장 중요한 무형자산 중 하나인 기업의 평판을 형성할 것이라고 보았다. 나아가 이렇게 형성된 긍정적인 기업시민정신과 평판을 구직자들이 기업에 대한 속성과 근무환경을 평가하는 단서로 사용할 것으로 예측하여, 특정 기업에 대한 구직의도를 형성하는데 영향을 미칠 것이라고 가정하였다. 구직의도가 형성되는 과정을 자세하게 살펴보기 위해 본 연구는 합리적행동이론을 연구모형에 적용하였다. 합리적행동이론의 두 가지 변인, 행위에 대한 태도와 주관적 규범을 매개변인으로 포함하였다. 연구결과 모든 차원의 시민정신과 구직자들의 구직의도 간에 직접적인 관계는 없는 것으로 나타났다. 하지만 기업시민정신은 기업의 평판을 평가하는데 있어서는 긍정적인 영향력을 미쳤다. 매개변인의 검증결과, 기업평판의 매개효과는 유의하게 나타나지 않았지만, 합리적 행동이론의 변인들은 기업시민정신과 구직의도 간의 관계를 매개하는 것으로 나타났다. The present study investigated the effects of perceived corporate citizenship and corporate reputation on job seekers’ pursuit intension. This study anticipated that the corporate efforts to be a good citizen would develope the corporate reputation assets, which is one of the most important intangible assets. And this positively perceived corporate citizenship and reputation were expected to be influential in improving positive intention about the organization because job seekers would use corporate citizenship and reputation as a signal to predict organization’s attributes or working environment. Moreover, in order to understand job seeker’s decision making process more in detail, this study applied the theory of reasoned action to the research model. Two variables of the theory such as attitude toward getting a job and subjective norm were examined as mediators. This study found that all dimensions of corporate citizenship had no direct effect on job seeker’s pursuit intention. However, corporate citizenship had positive effects on corporate reputation. In terms of meditating role of the relationship between corporate citizenship and job pursuit intention, corporate reputation failed to verify, but two variables of the theory of reasoned action completely meditated the relationship. It provided substantial support of the theory of reasoned action.
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