在實務上公司為能在激烈的競爭環境中生存，取得競爭的優勢，本就會進行著產品及服務創新改革，而這變化的行為也造成了企業產品及服務與發跡時的狀態有所不同。過去文獻中企業形象對組織人才吸引力及求職意圖皆是有顯著的正相關，但在人資招募領域中，對於前述形象不一致會對應徵者產生何種影響的相關研究卻很少。因此本研究透過問卷調查法，調查企業產品及服務形象不一致和企業產品及服務形象、企業公民形象及企業信譽形象對組織人才吸引力及求職意圖的關聯性，並以社會識別理論驗證企業在企業產品及服務形象的轉變為不一致時，是否會影響組織人才吸引力及求職意圖，同時影響求職者的觀感及求職時的決策。 本研究問卷有效樣本數為257，使用階層迴歸分析檢視研究架構探討企業形象（三個構面及不一致）對組織人才吸引力及求職意圖之間的關係及重要性。結果顯示企業產品及服務形象、企業公民形象和企業信譽形象對組織人才吸引力及求職者意圖產生正面關聯，但企業產品及服務形象不一致對組織人吸引力與求職意圖間皆為負向關係。;In practice, in order to survive in the fiercely competitive environment and to gain competition advantages, companies move towards innovation and reform on their product and services, and this type of change also causes the company′s products and services to be different from the state when they initially started. In past literature, there is a significantly positive correlation between corporate image and organizational attractiveness as well as intention to apply, but there are few studies discussing the impact of image inconsistency in the field of personnel recruitment. Therefore, this study investigates the effects of corporate product and service image inconsistency, corporate product and corporate citizenship image, corporate credibility image on organizational attractiveness and service image ,and intention to apply by using social identity theory to examine whether inconsistent corporate product and service image affects organizational attractiveness and intention to apply. A valid sample size of 257 was used to examine the aforementioned using a hierarchical regression analysis. The results show that corporate credibility image, corporate citizenship image, and corporate product and service image have positive effects on intention and the organizational attractiveness to apply while the inconsistency of corporate product and service image has negative effects on intention and organizational attractiveness to apply.
