電信網路的迅速發展已經讓網路融入到日常生活裡面，尤其是行動裝置與平板透過科技的提升和進步，讓行動裝置的使用者迅速的增加，因此資訊的取得更加便利，也讓人際溝通過程無所不在的進行，也大大改變了人們對於資訊的取得習慣。而網路的資訊流通讓口碑的傳播更加迅速和容易，同樣的的企業形象與資訊也是如此。因此口碑的傳播正面與負面都會影響人們對討論主題或對象的認知。
本研究以企業主與應徵者為對象進行訪談，透過資料的質性研究整理與分析，來確認良好的口碑形象可以提升應徵者的好感度，負面的口碑評論，也是讓應徵者的應徵意願有改變。網路資訊的引用與評論引用在網路的傳遞是十分頻繁的發生，也因此對於企業的口碑傳遞速度更快更廣。更因為直接尋找企業內部在職或非在職員工咨詢普遍上是無法進行的，尤其是中小企業更是如此。所以越來越多人透過網路口碑來確定對選擇職位的依據之一，來確定是否進行投遞履歷進行應徵程序。因此透過整理訪談個案的應徵者和企業主的資料比較與分析，藉以了解企業與應徵者對於網路口碑的認知差異。
綜合研究結果針對應徵者的陳述可知，企業形象透過網路口碑的傳播會影響到應徵者面談的態度。但正負面的訊息會讓應徵者影響有限，因為網路的匿名性的特性，並不完全足以左右應徵者面談的意願，而以職缺特性與應徵者對職位的學習需求才是主要考量依據。

The rapid development of internet has changed people’s daily life enormously. Especially thanks to the improvements and upgrades of mobile devices and pads, the users increase fast. Thus the acquisition of information is easy, and information can spread anytime everywhere, which changed people’s behavior on information acquisition.
The main purpose of this study is to verify the degree of on-line reputation’sinfluence on job seekers. Thus we further construct and verify the relationship between internet reputation and the willingness of job seekers being recruited. Therefore, the purpose of this study can be summarized as few points as follows:
1. Understand the effect of on-line human resource forum for job seekers’ willingness of applying for jobs.
2. Understand what attitude job seekers have for internet reputation.
3. Learn the effect and improvements of manpower recruitment on internet forum reputation.
INTRODUCTION
The internet let information like words of mouth (buzz marketing) spread easy and fast, including enterprise image and corporate information. No matter the information is positive or negative; it affects the cognition on the target/theme discussed.
MATERIALS AND METHODS
This research use qualitative research method interviewed job seekers and analyzed data in to see if positive information online leads job seekers to have favorable impressions on corporation, and negative buzz marketing make job seekers rather reluctant. The quotation or review quotation happens a lot online, and buzz marketing on corporation online spreads wide and quick.

RESULTS AND DISCUSSION
Since job seekers will find it difficult to consult corporate employees or those in resignation, especially in small business, more and more people rely on buzz marketing online to determine whether to hand in their resume to interview. In this study we compare and analyze two groups’ cognition on internet buzz marketing, interviewees and enterprise.
CONCLUSION
From the research we know that, the corporate image from buzz marketing online affects interviewee’s attitude. However the affections have limitation because of the anonymity feature online. Interviewees’ main consideration is the job content and growth.

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