职业探索对大学生求职行为的影响:求职自我效能感的中介作用与情绪调节的调节作用

本研究基于职业发展阶段理论、职业探索社会认知理论等理论考察了职业探索对大学生求职行为的作用机制。采用职业探索量表、求职自我效能感量表、情绪调节量表和求职行为量表对802名大学生进行研究。结果显示：（1）职业探索会显著正向预测大学生求职行为和求职自我效能感均显著正向预测大学生求职行为;（2）求职自我效能感中介了职业探索对大学生求职行为的影响;（3）情绪调节这一变量调节了求职自我效能感对大学生求职行为的影响。因此,职业探索会通过求职自我效能感对大学生求职行为产生影响,且这一影响受到情绪调节的调节。     

主动性人格对大学生求职行为影响机制的追踪研究

基于求职自我效能感和就业情境压力感知视角,考察主动性人格对大学生求职行为的影响及其作用机制。采用问卷调查法,在珠三角地区6所高校选取1000名大四学生进行为期6个月的追踪测查,对前、后侧均参加调查的658名被试数据进行统计分析。结果表明:主动性人格对求职行为具有显著的正向促进作用;求职自我效能感在主动性人格与求职行为之间起部分中介作用;就业情境压力正向调节主动性人格与求职行为之间的关系,即感知的就业情境压力越大,主动性人格与求职行为之间的正向关系越强。     

高校毕业生求职行为的影响机制研究

基于计划-行为理论,考察了836名高校毕业生求职行为的预测因素及其影响机制。层次回归和结构方程分析表明,控制了城乡和政治面貌的效应后,求职自我效能、求职期望、情绪控制、人格外倾和主观支持是影响求职行为的有效因素,其中求职自我效能、情绪控制、人格外倾和主观支持分别正向预测求职行为,而求职期望则负向预测求职行为;求职意向在求职期望和求职行为、情绪控制和求职行为、主观支持和求职行为之间的中介效果均显著,在求职自我效能和求职行为以及人格外倾和求职行为之间的中介效果不显著。     

参照群体类型与自我—品牌联系

自我－品牌联系(Self-brand Connection)指消费者使用某品牌构建、强化和表达自我的程度。研究参照群体的类型对消费者的自我－品牌联系的影响。研究结果表明：三种非成员群体对自我－品牌联系的影响是不同的,消费者会使用品牌形象与渴望群体一致的品牌来表明自己是什么类型的人,也会使用品牌形象与规避群体相悖的品牌来表明自己不是什么类型的人;消费者对成员群体的情感承诺程度会调节成员群体对自我－品牌联系的影响,情感承诺度高、中的成员群体比情感承诺度低的成员群体对自我－品牌联系的影响更大     

“权力”的游戏：品牌标识中字母大小写对消费者态度的影响

基于符号联想理论,通过两组实验探讨感知权力倾向在字母大小写对消费者态度影响中的中介作用和品牌奢侈程度的调节作用。研究发现：（1）大写字母会提升消费者对品牌权力展示倾向的感知,进而提高消费者对品牌的态度;（2）感知奢侈程度在字母大小写对消费者态度的影响中起正向调节作用。对于高感知奢侈程度的品牌,大写字母标识会获得更好的消费者态度;对于低感知奢侈程度的品牌,小写字母标识会获得更好的消费者态度。     

失业人员求职行为的影响因素及作用机制 ——基于沈阳市的一项研究

对失业人员求职行为影响因素的研究是开展失业人员求职培训的重要依据。本研究对272名失业人员的求职行为的影响因素及作用机制进行了研究。多元回归分析的结果表明,（1）环境变量对求职行为没有显著的预测作用,而经济压力和知觉到的就业机会对求职意向有显著的预测作用。（2）求职自我效能感和就业承诺对求职行为起到了显著的预测作用。求职自我效能感和就业承诺越高,求职行为的频率越高。（3）求职意向对求职行为有显著的正向预测作用。（4）求职意向在求职自我效能感、就业承诺对求职行为的作用过程中中介作用显著;在知觉到的就业机会、经济压力和社会支持对求职行为的作用过程中中介作用不显著     

广告干预对消费者品牌态度和信任的影响

为了探讨广告干预对危机品牌的消费者品牌态度和信任的影响,采用实验组与控制组对照的前测后测设计,其中实验组采用2×2因素型被试间实验设计。结果表明:广告干预对被试的内隐品牌态度发生了一定程度的影响,对被试的外显品牌态度和品牌信任则发生了很大程度的影响;高渗透广告相较于低渗透广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;理性诉求广告相较于感性诉求广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;广告的渗透程度和诉求方式对内隐品牌态度的影响存在交互作用;品牌信任受双重态度驱动。     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

消费者自我-品牌联结的内涵、形成机制及影响效应

自我-品牌联结(self-brand connections,简称SBC)是指消费者使用品牌构建、强化以及表达个体性或社会性自我的程度.自我-品牌联结形成机制包括两种,消费者认同的视角阐述了消费者会根据自我认同的不同纬度,构建出一系列从个体性到群体性再到更加普遍的民族层面上的品牌联结;品牌意义传播的视角流动性地阐述了自我-品牌联结形成的三个阶段.自我-品牌联结的影响效应是指品牌联结会对品牌关系形成积极、正性的影响,但该效应的发挥会受到诸多因素的调节.未来研究应关注自我-品牌联结的文化心理、自我心理以及我国消费者民族品牌联结的培育机制等问题.     

The Instrumental‐Symbolic Framework: Organisational Image and Attractiveness of Potential Applicants and their Companions at a Job Fair

This study investigates perceptions of organisational image and attractiveness among 200 potential applicants for the Belgian Defense and the person (e.g. friend, parent) accompanying them to a job fair. The instrumental‐symbolic framework is applied to conceptualise the key dimensions of an organisation's image as an employer. The results indicate that instrumental image attributes predict perceived organisational attractiveness for both potential applicants (social activities, structure, and advancement opportunities) and their companions (educational opportunities). Moreover, consistent with the instrumental‐symbolic framework, symbolic image traits explain incremental variance in the attractiveness perceptions of potential applicants (sincerity, excitement, prestige, and ruggedness) as well as of companions (sincerity and ruggedness). Overall, instrumental and symbolic image predict attractiveness more strongly for potential applicants than for their companions, and potential applicants have a somewhat more positive view of the organisation. In addition, companions' perceived attractiveness positively predicts potential applicants' attractiveness beyond potential applicants' instrumental and symbolic image perceptions.     

THE RELATION OF INSTRUMENTAL and SYMBOLIC ATTRIBUTES TO A COMPANY'S ATTRACTIVENESS AS AN EMPLOYER

This study adds a new marketing-based angle to the study of the attractiveness of organizations in the early stages of the recruitment process. Drawing on the instrumental-symbolic framework from the marketing literature, we expected that the meanings (in terms of inferred traits) that prospective applicants associate with employing organizations would play an important role in applicants' attractiveness to these organizations. Two groups of prospective applicants (275 final-year students and 124 bank employees) were drawn from the applicant population targeted by the bank industry. These applicants were asked to rate a randomly assigned bank in terms of job/organizational factors and to ascribe traits to this bank. In both samples, trait inferences about organizations accounted for incremental variance over job and organizational attributes in predicting an organization's perceived attractiveness as an employer. Moreover, it was easier to differentiate among organizations on the basis of trait inferences versus traditional job and organizational attributes. Practical implications for image audit and image management are discussed.     

Examining the relationship between employer knowledge dimensions and organizational attractiveness: An application in a military context

This study uses Cable and Turban's (2001) employer knowledge framework as a conceptual model to formulate hypotheses about a broad range of possible factors affecting the attractiveness of an organization (i.e. armed forces) among potential applicants (576 high‐school seniors). Results show that gender, familiarity with military organizations, perceptions of job and organizational attributes (task diversity and social/team activities), and trait inferences (excitement, prestige, and cheerfulness) explained potential applicants' attraction to military organizations. Relative importance analyses showed that trait inferences contributed most to the variance, followed by job and organizational attributes, and employer familiarity. Finally, we found some evidence of interactions between the three dimensions. Specifically, trait inferences and job and organizational attributes had more pronounced effects when familiarity was high. From a theoretical perspective, these results generally support the framework of employer knowledge. At a practical level, implications for image audit and image management are discussed.     

The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: a brand equity approach to recruitment

Theory and research from the marketing literature on customer-based brand equity were used to predict how positive exposure to 4 early recruitment-related activities-publicity, sponsorships, word-of-mouth endorsements, and advertising-may affect the application decisions of engineering students. Similar to prior marketing findings, the results suggested that early recruitment-related activities were indirectly related to intentions and decisions through 2 dimensions of employer brand image: general attitudes toward the company and perceived job attributes. The relationships between word-of-mouth endorsements and the 2 dimensions of brand image were particularly strong. In addition, it was found that early recruitment-related activities interacted with one another such that employer brand image was stronger when firms used publicity in conjunction with other early recruitment-related activities.     

品牌形象系统的因素结构

采用问卷法以446名大学生为被试,运用探索性因素分析探讨了不同产品类别（牙膏、运动鞋和随身听）的品牌形象的构成因素,然后以整体分配法确定了各因素的权重。结果表明:(1)品牌形象是由若干因素构成的有组织、有序的系统,这些因素分别属于功能成分和意义成分。(2)不同产品类别的品牌形象构成有共性,也有个性。(3)低外显产品的功能成分比高外显产品的功能成分重要。     

品牌依恋的概念架构及其理论发展

品牌依恋（brand attachment）是联结品牌与消费者自我的认知和情感纽带的强度,是品牌情感和品牌关系领域的前沿课题。品牌依恋不仅可以更好地预知较高层次的消费者行为反应,而且是强势品牌资产的重要来源。通过对心理学和营销学领域大量相关文献的系统梳理,提出品牌依恋建立于依恋理论、品牌关系理论和自我一致性理论基础之上;评析品牌依恋单维度、多维度概念的相关研究,辨析其与品牌态度、品牌至爱、品牌承诺、品牌涉入等概念的异同;结合已有研究分析品牌依恋的形成机理与行为结果;指明品牌依恋理论未来主要研究方向     

Self‐congruity effects: A critical review and an integrative model

This research conducts an extensive review study on the extant research on self‐congruity, and presents some recommendations and propositions for future research. It describes the differences between two constructs (i.e., self‐congruity and brand personality) regarding the symbolic benefits of a brand. It also suggests an integrative model to encompass important cognitive and motivational factors to moderate the relationship between self‐congruity and brand evaluation. Although there should be meaningful moderators of self‐congruity effects that are not addressed in the model, this research can be a starting point for future research in order to develop a better research model for analyzing self‐congruity effects.     

Dimensions of brand purchasing behaviour: consumers in the 18–24 age group

This paper reports the results of a study of brand selection and loyalty within the 18–24 age group. The study explores brand loyalty behaviour across different product categories, and investigates the dimensions that drive loyalty behaviour within this age group. First, the construct of brand loyalty is defined, followed by an overview of key research in the area. Finally, the study itself is detailed. The study concludes that there is a significant difference in the degree of brand loyalty exhibited by the 18–24‐year‐old respondents across product categories. The dimensions of brand selection also vary by product type. Brand heritage in terms of parental influence was evident in coffee and toothpaste purchase, with brand as a reflection of self‐image being something that is important to clothing brands. Value and variety are important attributes of cereal brand selection. Copyright © 2004 Henry Stewart Publications Ltd.     

Web-based recruitment: effects of information, organizational brand, and attitudes toward a Web site on applicant attraction

Recruitment theory and research show that objective characteristics, subjective considerations, and critical contact send signals to prospective applicants about the organization and available opportunities. In the generating applicants phase of recruitment, critical contact may consist largely of interactions with recruitment sources (e.g., newspaper ads, job fairs, organization Web sites); however, research has yet to fully address how all 3 types of signaling mechanisms influence early job pursuit decisions in the context of organizational recruitment Web sites. Results based on data from 814 student participants searching actual organization Web sites support and extend signaling and brand equity theories by showing that job information (directly) and organization information (indirectly) are related to intentions to pursue employment when a priori perceptions of image are controlled. A priori organization image is related to pursuit intentions when subsequent information search is controlled, but organization familiarity is not, and attitudes about a recruitment source also influence attraction and partially mediate the effects of organization information. Theoretical and practical implications for recruitment are discussed.     

At the doorstep to employment: Discrimination against immigrants as a function of applicant ethnicity,job type,and raters' prejudice

This study examined the impact of applicant ethnicity, job type, and prejudice on evaluation biases and intentions to interview in an experimental simulation. We suggest that bias and discrimination are more likely when foreign applicants who belong to disliked ethnic groups apply for jobs that require high interpersonal skills, and when raters are prejudiced against immigrants. Subjects were Swiss university students who evaluated Swiss, Spanish, and Kosovo Albanian fictitious applicants. Foreign applicants were second‐generation immigrants, i.e., Swiss‐born descendants of immigrants. Thus, all applicants had similar schooling and language proficiencies but differed with respect to ethnicity. As predicted, discrimination was only observed for members of the disliked ethnic group (Kosovo Albanian) and not for members of the well‐accepted group (Spanish). Moreover, this discrimination was only apparent when applying for a job requiring high interpersonal skills and not when applying for a job requiring high technical skills. Symbolic prejudice towards second‐generation immigrants interacted with applicant ethnicity and job type to affect evaluations of foreign applicants: Persons high in symbolic prejudice devalued foreign applicants belonging to the disliked group but only when applying for a job requiring high interpersonal skills. Overt prejudice was unrelated to evaluations and intentions to interview. These results suggest that discrimination against immigrants is highly specific, targeting only members of certain ethnic groups who apply for certain types of jobs. Moreover, evaluation biases may be more apparent in raters who are prejudiced. Thus, our results support the notion that discrimination for employment results from a complex interaction between characteristics of the applicant, the job, and the rater.