在人才竞争激烈的信息时代，企业投入高昂的招聘成本未必能在人才 市场上获得优势。随着人才竞争的加剧，雇主品牌已经在劳动力市场上成 为求职者择业的方向标。求职者通过选择与理想自我形象相匹配的企业来 表达自我，也期望成为某一特定群体的一员来赢得别人的尊敬，提升自己 的社会地位。因而企业有必要了解雇主品牌影响求职者的要素组成，并依 据雇主品牌对求职意向的影响路径来打造和传播雇主品牌。 本文在以往学者研究的基础上，基于个人-组织匹配理论和社会认同理 论，建立了以雇主品牌为自变量、品牌认同为中介变量、求职意向为因变 量的理论研究模型。本研究采用问卷调查的研究方法，然后对问卷进行筛 选，最终本研究共收集到311份有效数据。接着基于311名有效求职者样 本，利用SPSS24和MPLUS8软件进行实证分析。研究结果表明，雇主品 牌的功能性和象征性对求职意向均有显著正向影响，此外，功能性因素对 求职意向的影响程度大于象征性因素；品牌认同的个人认同和社会认同对 求职意向有显著正向影响，且社会认同这一因素对求职意向的影响程度稍 大于个人认同；品牌认同在雇主品牌与求职意向之间起中介作用，具体表 现为个人认同在雇主品牌与求职意向之间起部分中介作用，社会认同在雇 主品牌与求职意向之间起部分中介作用。 根据实证分析所得结论，本文给出了企业打造雇主品牌时可以采纳的 具体的管理建议。理论上各个企业应该从功能性（薪酬福利等）以及象征 性（影响力等）的各个要素上投入建设，全面提高雇主品牌，但对于中小 企业实施起来不太现实，因此不同类型企业要扬长补短，凸显自身特征， 针对目标人群，差异化地增强自身吸引力。其次，企业想要提高求职者对 雇主品牌的品牌认同，可以提升公共形象和口碑，增强品牌认同，同时提 升产品品牌认同带动雇主品牌的认同。 关键词：雇主品牌，品牌认同，求职意向 I Research on the Influence of Employer Brands on Job Search Intention Abstract In the information age with fierce competition for talents, companies may not be able to gain an advantage in the talent market by investing high recruitment costs. With the intensification of competition, employer brand has become the direction of job seekers in the labor market. Job seekers express themselves by choosing enterprises that match their ideal self-image. They also hope to become a member of a specific group to win others' respect and improve their social status. Therefore, it is necessary for enterprises to understand the factors that employer brand affects job seekers, and build and spread the image of employer brand according to the influence path of employer brand on job seeking intention. On the basis of previous scholars' research, based on the individual organization matching theory and social identity theory, this paper establishes a theoretical research model with employer brand as independent variable, brand identity as intermediary variable and job seeking intention as dependent variable. This research adopts the research method of questionnaire survey, through the questionnaire screening, the final research has collected a total of 311 valid data. Then based on a sample of 311 effective job applicants, using SPSS24 and MPLUS8 software for empirical analysis. The results show that the functional and symbolic of employer brand have a significant positive impact on Job-hunting intention, in addition, the functional factor has a greater impact on Job-hunting intention than the symbolic factor; the personal identity and social identity of brand identity have a significant positive impact on Job-hunting intention, and the social identity factor has a greater impact on II Job-hunting intention than the personal identity; brand identity It plays an intermediary role between the employer's brand and the intention to apply for a job. The specific performance is that the personal identity plays a part of intermediary role between the employer's brand and the intention to apply for a job, and the social identity plays a part of intermediary role between the employer's brand and the intention to apply for a job. According to the conclusion of empirical analysis, this paper gives specific management suggestions when enterprises build employer brand. Theoretically, each enterprise should invest in the construction of functional (salary and welfare, etc.) and symbolic (influence, etc.) elements to comprehensively improve the employer brand, but it is not realistic for small and medium-sized enterprises to implement. Therefore, different types of enterprises should enhance their strengths and make up for their weaknesses, highlight their own characteristics, and enhance their attractiveness for target groups. Secondly, if the enterprise wants to improve the brand identity of the employer, it can improve the public image and public praise, enhance the brand identity, and promote the product brand identity to drive the employer brand identity. Key words: employer brand，brand identity，job search intention III 目 录 摘要 ............................................................................................................. I ABSTRACT ................................................................................................... II 第一章 绪论 ............................................................................................ 1 1.1研究背景及意义 .................................................................................................. 1 1.1.1研究背景 ....................................................................................................... 1 1.2.1研究意义 ....................................................................................................... 2 1.2 研究内容及方法 ................................................................................................. 2 1.2.1研究内容 ....................................................................................................... 2 1.2.2研究方法 ....................................................................................................... 3 1.3研究思路及技术路线 .......................................................................................... 4 1.4研究创新点 .......................................................................................................... 6 第二章 文献综述 .................................................................................... 7 2.1雇主品牌的研究综述 .......................................................................................... 7 2.1.1 雇主品牌的定义 .......................................................................................... 7 2.1.2雇主品牌的维度与测量 ............................................................................... 8 2.1.3雇主品牌的影响作用 ................................................................................... 9 2.2 品牌认同的研究综述 ....................................................................................... 11 2.2.1 品牌认同的定义 ........................................................................................ 11 2.2.2品牌认同的维度与测量 ............................................................................. 11 2.3求职意向的研究综述 ........................................................................................ 12 2.3.1求职意向的定义与测量 ............................................................................. 12 2.3.2求职意向的影响因素 ................................................................................. 13 第三章 研究假设与理论模型构建 ...................................................... 15 3.1研究假设 ............................................................................................................ 15 3.1.1雇主品牌与求职意向的关系 ..................................................................... 15 3.1.2雇主品牌与品牌认同的关系 ..................................................................... 16 3.1.3品牌认同与求职意向之间的关系 ............................................................. 17 3.1.4品牌认同在雇主品牌与求职意向中的中介作用 ..................................... 18 3.2模型构建 ............................................................................................................ 19 第四章 研究设计 .........................................................