在這個瞬息萬變的商業環境，企業成功的關鍵之一在於其人力資本，優秀的員工對於提高企業的競爭力至關重要。由於人才競爭激烈，企業必須從競爭對手中脫穎而出，以吸引優秀的求職者，因此本研究以口碑、企業形象及工作特性，來探討企業在招募過程中，如何吸引求職者前來應徵。

本研究探討口碑、企業形象、工作特性與應徵意圖之關係，及工作特性對企業形象影響應徵意圖是是否有干擾效應。主要針對有求職需求者作為研究對象，透過網路發放問卷，發放期間由2018年5月2日至2018年5月14日，一共回收431份，刪除無效問卷後，實得有效問卷402份，問卷回收率為93.27%。本研究所使用之研究分析方法包含：人口統計變項、描述性統計、因素分析、信度分析、相關分析及迴歸分析，研究結果顯示：（1）口碑對企業形象有顯著的正向影響。（2）口碑對應徵意圖有顯著的正向影響。（3）企業形象對應徵意圖有顯著的正向影響。（4）工作特性對企業形象影響應徵意圖有顯著的負向干擾效應。

In this rapidly changing business environment, one of the critical success factors of enterprise is human capital. Outstanding employees are crucial to the enterprise competitiveness. To attract excellent candidates, the company must stand out from the crowd in the competition for talents. Therefore, this study use word-of-mouth, corporate image, and job characteristic to explore the company can attract candidates to apply for the job in a recruitment process.
This study aims to investigate the relationship among word-of-mouth, corporate image, job characteristic, and job pursuit intention, and whether or not job characteristic on corporate image and job pursuit intention has a moderating effect. The subjects of this study are people that have a demand for finding a job. The data was collected through online from May 2nd to May 14th of 2018, and this study collected 431 questionnaires. After removing invalid questionnaires, 402 valid questionnaires were recovered. Overall response rate was 93.27%. This result shows that (1) Word-of-mouth has a significantly positive effect on corporate image. (2) Word-of-mouth has a significantly positive effect on job pursuit intention. (3) Corporate image has a significantly positive effect on job pursuit intention. (4) Job characteristic on corporate image and job pursuit intention has a significantly negative moderating effect.

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