面對台灣少子化的衝擊、疫情後的產業復甦，缺工問題早已迫在眉睫，祭出 高薪政策不再是招募和留任人才的最佳解，企業應該更有意識地經營內外部雇主 品牌。本研究從社會認同理論及社會交換理論的觀點切入，探討雇主品牌如何有 效地影響員工組織公民行為，並了解關係型心理契約履行與情感性組織承諾在模 型裡的中介效果。 本研究以在同一間公司服務滿 6 個月的正職員工為研究對象，透過網路問 卷發放，總計收回 429 份有效問卷。藉由結構方程模式 (SEM) 分析，得知以下 研究結果:(1) 雇主品牌正向顯著影響關係型心理契約履行;(2) 雇主品牌正向 顯著影響情感性組織承諾;(3) 關係型心理契約履行正向顯著影響情感性組織承 諾;(4) 雇主品牌對於組織公民行為不具影響;(5) 關係型心理契約履行負向顯 著影響組織公民行為;(6) 情感性組織承諾正向顯著影響組織公民行為;(7) 關 係型心理契約履行及情感性組織承諾會在雇主品牌與組織公民行為之間存在完 全序列中介效果。;Facing the impact of Taiwan′s declining birthrate and the post-pandemic industrial recovery, the labor shortage issue has become urgent. Simply offering high salaries is no longer the optimal solution for recruiting and retaining talent. Instead, companies should conscientiously manage their employer brand both internally and externally. This study adopts the perspectives of social identity theory and social exchange theory to explore how employer branding effectively influences employees′ organizational citizenship behavior and to understand the mediating effects of relational psychological contract fulfillment and affective organizational commitment within the model. The study targets full-time employees who have served in the same company for at least 6 months, with a total of 429 valid responses collected through online surveys. Through structural equation modeling (SEM) analysis, the following research findings were obtained: (1) Employer branding significantly and positively influences relational psychological contract fulfillment; (2) Employer branding significantly and positively influences affective organizational commitment; (3) Relational psychological contract fulfillment significantly and positively influences affective organizational commitment; (4) Employer branding does not have a significant impact on organizational citizenship behavior; (5) Relational psychological contract fulfillment significantly and negatively influences organizational citizenship behavior; (6) Affective organizational commitment significantly and positively influences organizational citizenship behavior; (7) Relational psychological contract fulfillment and affective organizational commitment fully mediate the sequence between employer branding and organizational citizenship behavior.
