本文以花蓮某高中就讀三年級之學生為研究對象，探討空軍招募廣告與員工認可對高中生空軍從軍意願之關聯性研究。全文採用問卷調查法進行，回收有效樣本共計507份，針對詳細招募廣告、一般招募廣告、及員工認可為自變數，工作資訊及認知價值為中介變數，從軍意願為依變數進行實證分析。研究結果顯示 (1)詳細招募廣告、一般招募廣告對空軍從軍意願有顯著正向之影響，工作資訊及認知價值對空軍從軍意願亦產生顯著正向之影響；(2)空軍員工認可對工作資訊及認知價值產生顯著影響，但對於從軍意願並無顯著影響，亦即空軍員工認可需透過工作資訊及認知價值影響從軍意願。研究結果可瞭解學生認知價值以提供空軍招募管理單位經營策略的參考，進而透過符合學生認知價值的招募廣告並結合官兵就業分享，以提高招募成效，藉以提昇高中學生對於空軍之從軍意願。

This thesis explores the relevance of military recruiting advertisements and employee ensorsements to the willingness of the Air Force with 507 valid samples are collected for the questionnaire method in senior student at Hualien Junior High School. There are detailed recruitment advertisements, general recruitment advertisements, employees’ endorsements as independent variables, work information and perceived value as mediator variables, and empirically analyzed willingness to join the air force as dependent variable. The results of this thesis are as follows: 1. The detailed recruitment advertisements and the general recruitment advertisements have significant positive impacts on the willingness to join the air force, and the work information and perceived value also have significant positive impacts on the willingness to join the air force; 2. Employee endorsements has not proven a significant positive impact on the willingness to join the air force. Positive and significant impact on the willingness to join air force appears through the work information and perceived value. The results of this thesis understand the perceived value of the senior students at Hualien Junior High School to provide reference for the business strategy for the air force recruitment management, and then through the perceived value in line with the senior students for recruiting advertisements and to improve the recruiting effectiveness by recruiting advertisements that are in line with the perceived value of the students and integrating them with the officers so as to enhance the willingness of the high school students to join the Air Force.

謝 誌 I
摘要 II
Abstract III
目 錄 IV
表 目 錄 VI
圖 目 錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究架構與流程 4
第二章 文獻探討與假說建立 7
第一節 從軍意願 7
第二節 招募廣告 8
第三節 員工認可 11
第四節 工作資訊 12
第五節 認知價值 14
第六節 性別職業選擇 17
第七節 假說發展 18
第三章 研究方法 23
第一節 研究架構 23
第二節 問卷設計與變數說明 24
第三節 資料分析方法 26
第四章 實證結果與分析 29
第一節 敘述性統計分析 29
第二節 量表敘述性統計分析 31
第三節 量表信效度分析 34
第四節 相關性分析 36
第五節 中介調節效果 37
第六節 多元迴歸分析 39
第五章 結論與建議 45
第一節 結論與建議 45
第二節 學術意涵 45
第三節 實務意涵與建議 46
第四節 研究限制及後續研究建議 47
參考文獻 49
附錄一 前測分析結果 57
附錄二 問卷調查表 59

丁志遠（2015）。招聘管理。台北市：揚智文化。
中華人民共和國國防部（2015）。中國的軍事戰略白皮書。
王秀鳳和施令紅（2010）。設計背景求職者與報紙徵人廣告的資訊呈現格式之研究。商業設計學報，14，1-17。
王慶祥（2014）。招聘作業規範手冊。台北市：憲業企管顧問有限公司
立法院法制局（2017）。停徵義務役役男入營服役之問題研析報告。
立法院預算中心（2016）。國防部主管106年度單位預算評估報告。
朱中平（2016）。國軍形象與認知價值對從軍意願影響之研究-以高雄市高中職學生為例。屏東科技大學農企業管理系所學位論文，未出版，屏東縣。
吳明隆和涂金堂（2009）。SPSS與統計應用分析。台北市：五南圖書。
吳秉恩、黃良志、黃家齊、溫金豐、廖文志和韓志祥（2017）。人力資源管理：理論與實務。台北市：華泰文化。
吳宣儀（2016）。從計畫性行為理論的觀點探討：國軍招募形象廣告影響高職學生報考國軍意圖之研究。國防大學政戰學院新聞研究所碩士論文，未出版，台北市。
吳美連和林俊毅 (1997)。人力資源管理─理論與實務。台北市：智勝文化事業。
吳惠欣（2013）。大學生對於海洋環境的基本認知及參與海洋休閒活動動機和參與意願之關係。國立臺灣海洋大學海洋環境資訊學系，未出版，基隆市。
卓峰志（2010）。網路口碑訊息存在「第三人效果」或「第一人效果」－以關鍵字搜尋而得的網路口碑為例。2010海峽兩岸公關廣告創新發展學術研討會。台北市世新大學公共關係暨廣告系。
房美玉（2006）。〈員工招募與甄選〉，人力資源管理的12堂課。台北市：天下遠見。
國軍人才招募中心（2017）。招募班隊一覽。台北市：國軍人才招募中心。2017年9月6日，取自：http://rdrc.mnd.gov.tw/rdrc/Recruit/RecList.aspx
林弘展（2014）。影響志願士兵招募與留營意願之因素。國立臺灣大學政治學研究所，未出版碩士論文，台北市。
林瑞欽（1990）。師範生任敎職志之理論與實徵硏究。台北市：復文圖書出版社。
邱佑珍（2006）。國軍女性志願士兵傳播行為與報考動機之關聯性研究。國防大學政戰學院新聞研究所碩士論文，未出版，台北市。
邱國華（2011）。國軍志願士兵投考動機之研究─以南部憲兵指揮部為例。義守大學管理學院管理研究所碩士論文，未出版，台北。
柯璟融（2006）。企業聲望、招募管道、招募成效與組織人才吸引力關係之研究-以高科技產業為例。國立中山大學人力資源管理研究所碩士論文，未出版，高雄市。
柳婷（2000）。廣告與行銷。台北市：五南圖書。
洪榮昭（2012）。人力資源發展：企業教育訓練完全手冊。台北市：五南圖書。
翁崇雄（1993）。評量服務品質與服務價值之硏究：以銀行業為實證對象。國立台灣大學工商管理學系暨商學研究所博士論文，未出版，台北市。
張文彤和董偉（2004）。SPSS 統計分析高級教程。北京：高等教育出版社
張春興（2004）。教育心理學。台北市：東華書局。
郭子寧（2012）。夜市遊客消費經驗需求滿足對參與意願之影響。朝陽科技大學碩士論文，未出版，臺中市。
陳永偉和周羿。（2014）職業選擇、性別歧視和工資差異—對我國城市勞動力市場的分析。勞動經濟研究，1，49-75。
陳宜倩（2010）[姐姐媽媽眞偉大!] 女性從軍議題之比較法脈絡觀察。女學學誌：婦女與性別研究，26，135-191。
陳俊儒（2007）。服務品質與認知價值對再消費意願影響之研究-以台北市咖啡連鎖店為例。長榮大學經營管理研究所碩士論文，未出版，台南市。
陳澤義（2005）。服務管理。台北市：華泰出版社。
曾國昌（2007）。役男選擇志願役士兵之決策探討－高雄市個案。國立中山大學政治學碩士論文，未出版，高雄市。
黃英忠（2003）。人力資源管理(第二版)，台北市：三民書局。
黃振家和張永慧（2008）。廣告理論與戰略。台北市：亞太圖書有限公司。
黃國良（2004）。人才招募行銷策略之研究－以國軍三軍四校人才招募為例。國立政治大學經營管理碩士學程碩士論文，未出版，台北市。
黃國彥（2003）。教育心理學。台北市：心理出版社。
溫在春（2006）。人才招募之行銷策略—以三軍七校為例。國立中山大學高階經營碩士班碩士論文，未出版，高雄市。
葉重新（2000）。心理學。台北市：心理出版社。
路慧（2012）。從女研究生的求職經歷看就業性別歧視。蘭州大學碩士論文，未出版，中國甘肅省。
廖勇凱和楊湘怡（2014）。人力資源管理：理論與應用。台北市：智勝文化。
劉治本（2003）。軍人職業報償認知與軍人職業地位評價對高中(職)生選擇軍人職業傾向的影響之研究。國防管理學院資源管理研究所碩士論文，未出版，台北市。
劉程鈞（2015）。臺灣青年從軍行為分析：國軍文宣策略與傳播媒體運用。國防大學政戰學院新聞研究所碩士論文，未出版，台北市。
劉維哲（2011）。影響高中（職）男生報考志願士兵意願因素之研究。輔仁大學應用統計研究所碩士論文，未出版，台北市。
蔡榮傑（2010）。大學生性別特質與工作價值觀對從軍意願之影響－以南台科技大學為例。南台科技大學人力資源管理研究所碩士論文，未出版，台南市。
鄭節霞（2015）。醫學生求職就業中的性別差異研究。管理觀察，10，152-153。
蕭富峯（1994）。廣告行銷讀本。台北市：遠流出版。
蕭富峰、張佩娟和卓峰志（2010）。廣告學。台北市：智勝文化。
謝宗憲（2012）。國軍形象廣告研究：以影音廣告「變形金剛」為例。國防大學政戰學院新聞研究所碩士論文，未出版，台北市。
饒見維（1994）。知識場論：認知思考與教育的統合理論。台北市：五南圖書出版股份有限公司。

Abajian, S. M. (2013). Drill and Ceremony: A Case Study of Militarism, Military Recruitment and The Pedagogy of Enforcement in An Urban School in Southern California. University of California, Los Angeles.
Aiman-Smith, L., Bauer, T. N., and Cable, D. M. (2001). Are you attracted? do you intend to pursue? A recruiting policy-capturing study. Journal of Business and Psychology, 16(2), 219-237.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl and J. Beckmann (Eds.), Action-control: From Cognition to Behavior (pp. 1 l-39). Berlin, Germany: Springer-Verlag.
Alamro, S., Dogan, H., and Phalp K. (2014). E-military recruitment: A conceptual model for contextualizing the problem domain. In Strahonja V, Vrþek N, Plantak V, Barry C, Lang M, Linger H, Schneider C. (Eds), Information Systems Development: Transforming Organisations and Society Through Information Systems. (pp. 1-8). Varaždin, Croatia.
Allen, R. (2014). America’s army and the military recruitment and management of ‘Talent’: An interview with Colonel Casey Wardynski. Journal of Gaming and Virtual Worlds, 6(2), 179-191.
Barber, A. (1998), Recruiting Employees: Individual and Organizational Perspectives. Thousand Oaks, CA: Sage Publishers.
Barber, A. E., and Roehling, M. V. (1993). Job postings and the decision to interview: A verbal protocol analysis. Journal of Applied Psychology, 78, 845-856.
Breaugh, J. A. (1992). Recruitment: Science and Practice. Boston, MA: PWSKent.
Brown, M. T. (2012). A woman in the army is still a woman: Representations of women in US military recruiting advertisements for the all-volunteer force. Journal of Women, Politics and Policy, 33(2), 151-175.
Chandy, R. K., Tellis, G. J., MacInnis, D. J., and Thaivanich, P. (2001). What to say when: Advertising appeals in evolving markets. Journal of Marketing Research, 38(4), 399-414.
Collins, C. J. (2007). The interactive effects of recruitment practices and product awareness on job seekers' employer knowledge and application behaviors. Journal of Applied Psychology, 92(1), 180-190.
Collins, C. J., and Han, J. (2004). Exploring applicant pool quantity and quality: The effects of early recruitment practice strategies, corporate advertising, and firm reputation. Personnel Psychology, 57(3), 685-717.
Collins, C. J., and Stevens, C. K. (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment. Journal of Applied Psychology, 87(6), 1121-1133.
Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of Applied Psychology, 78(1), 98-104
Dehghani, M., and Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-600.
Dessler, A. (2015). Introduction to Modern Climate Change. Cambridge, England: Cambridge University Press.
Engel, J. F., and Blackwell R. D. (1982). Consumer Behavior. New York, NY: Dryden Press.
Fishbein, M., and Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: AddisonWesley.
Fitriani, Cooper, R. G., and Matthews, R. (2016). Women in ground close combat. The RUSI Journal, 161(1), 14-24.
Gatewood, R. D., Gowan, M. A., and Lautenschlager, G. J. (1993). Corporate image, recruitment image, and initial job choice decisions. Academy of Management Journal, 36, 414-427.
George, D., and Mallery, M. (2003). Using SPSS for Windows Step by Step: A Simple Guide and Reference. Boston, MA: Allyn and Bacon.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., and Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ: Prentice-Hall.
Hayes, A. F. (2013). Introduction to Mediation, Moderation and Conditional Process Analysis: A Regression-Based Approach. Guilford Press. Retrieved December 9, 2017, from http://www.processmacro.org/index.html.
Homburg, C., Stierl, M., and Bornemann, T. (2013). Corporate social responsibility in business-to-business markets: How organizational customers account for supplier corporate social responsibility engagement. Journal of Marketing, 77(6), 54-72.
Jaworski, B. J., and MacInnis, D. J. (1989). Marketing jobs and management controls: Toward a framework. Journal of Marketing Research, 26(4), 406-419.
Johnson, P. L. (2017). Virtuous Shirking: Social Identity, Military Recruitment, and Unwillingness to Repress. University of California, Davis.
Jones, D. A., Willness, C. R., and Madey, S. (2014). Why are job seekers attracted by corporate social performance? Experimental and field tests of three signal-based mechanisms. Academy of Management Journal, 57(2), 383-404.
Lin, C. P., Tsai, Y. H., Joe, S. W., and Chiu, C. K. (2012). Modeling the relationship among perceived corporate citizenship, firms’ attractiveness, and career success expectation. Journal of Business Ethics, 105(1), 83-93.
Lin, H., and Chen, Z. (2015). Influence of SMS advertising on consumer behavioral intention. Journal of Organizational and End User Computing (JOEUC), 27(4), 25-42.
Lovelock, C., and Wirtz, J. (2011). Services Marketing, People, Technology, Strategy. Upper Saddle River, NJ: Prentice hall.
Mason, N. A., and Belt, J. A. (1986). Effectiveness of specificity in recruitment advertising. Journal of Management, 12(3), 425-432.
McKenna, E. F., and Beech, N. (1995). The Essence of Human Resource Management. Upper Saddle River, NJ: Prentice hall.
Milkovich, G. T., and Boudreau, J. W. (1994). Personnel and Human Resource Management. Huntersville, NC: Irwin.
Molek-Kozakowska, K., & Lisztwan, P. (2015). The persuasive power of visual and interactive materials of the American military recruitment system. Res Rhetorica, 2,101-106
Monroe, K. B., and Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived Quality, 1(1), 209-232.
Monroe, K.B. (1990). Pricing – Making Profitable Decisions. New York, NY: McGraw‐Hill.
Nunnally, J. C. (1967). Psychometric Theory. New York, NY: McGraw-Hill.
Ogunfowora, B. (2014). The impact of ethical leadership within the recruitment context: The roles of organizational reputation, applicant personality, and value congruence. The Leadership Quarterly, 25(3), 528-543.
Pedersen, T. R. (2017). Get real: chasing Danish warrior dreams in the Afghan ‘sandbox’. Critical Military Studies, 3(1), 7-26.
Petty, R. E., and Cacioppo, J. T. (1986). Message elaboration versus peripheral cues. In Communication and Persuasion (pp. 141-172). New York, NY: Springer
Piaget, J. (1970). Science of Education and The Tsychology of The Child. Trans. D. Coltman. New York, NY: Orion Press.
Poe, A. C. (2000). Face value: Snag students early by establishing a long-term personal presence on campus. HR Magazine, 45(5), 60-68.
Preacher, K. J., and Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891.
Rech, M. F. (2014). Be part of the story: A popular geopolitics of war comics aesthetics and Royal Air Force recruitment. Political Geography, 39, 36-47.
Rooy, L., Hendriks, B. Meures, F., and Korzilius, H. (2006). Job advertisements in the Dutch mental health care sector. In: Carliner, S., Verckens, J-P., and Waele, C. (Eds), Information and Document Design: Varieties on Recent Research (pp.61-77). Amsterdam, Nederland: John Benjamins Publishing.
Rynes, S. L. (1991). Recruitment, job choice, and post-hire consequences. In M. D. Dunnette and L. M. Hough (Eds.), Handbook of Industrial and Organizational Psychology (2nd Edition). Palo Alto, CA: Consulting Psychologists Press.
Rynes, S. L., and Boudreau, J. W. (1986). College recruiting in large organizations: Practice, evaluation, and research implications. Personnel Psychology, 39, 729-758.
Rynes, S. L., Bretz, R. D., and Gerhart, B. (1991). The importance of recruitment in job choice: A different way of looking. Personnel Psychology, 44(3), 487-521.
Schulzke, M. (2013). Rethinking military gaming: America's army and its critics. Games and Culture, 8(2), 59-76.
Shaouf, A., Lü, K., and Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behavior, 60, 622-634.
Sheth, J. N., Newman, B. I., and Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Shields, P. M. (2012). Sex Roles in the Military. Pergamon-Brassey's, 7, 99-113
Sternberg, R. J., and Sternberg, K. (2016). Cognitive Psychology. Toronto, Canada: Nelson Education.
Strand, S., and Berndtsson, J. (2015). Recruiting the “enterprising soldier”: military recruitment discourses in Sweden and the United Kingdom. Critical Military Studies, 1(3), 233-248.
Sweeney, C. J. and Soutar G. N. (2001) Consumer perceived value: The development of a multiple item scale, Journal of Retailing, 77(2), 203-220.
Van Hoye, G. (2012). Recruitment sources and organizational attraction: A field study of Belgian nurses. European Journal of Work and Organizational Psychology, 21(3), 376-391.
Vanwesenbeeck, I., Walrave, M., and Ponnet, K. (2016). Young adolescents and advertising on social network games: a structural equation model of perceived parental media mediation, advertising literacy, and behavioral intention. Journal of Advertising, 45(2), 183-197.
Vygotsky, L. (1978). Interaction between learning and development. Readings on the Development of Children, 23(3), 34-41.
Williams, T. H. 1972. Educational aspirations: Longitudinal evidence on their development in Canadian youth. Sociolgy of Education, 45(2), 107-133.
Winter, P. A. (1996). Applicant Evaluations of formal Position Advertisements: The Influence of Sex, Job Message Content, and Information Order. Journal of Personnel Evaluation in Education, 10(1), 105-116.
Woodside, A. G., and Lysonski, S. (1989). A general model of traveler destination choice. Journal of Travel Research, 27(4), 8-14.
Wright, J. S. (1982). Advertising. New York, NY: McGraw-Hill Book.
Yoo, S. C., and Morris, P. (2015). An exploratory study of successful advertising internships: A survey based on paired data of interns and employers. Journal of Advertising Education, 19(1), 5-16.
Zeithaml, V. A., (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence, Journal of Marketing, 52(7), 2-22.
Zottoli, M. A., and Wanous, J. P. (2001). Recruitment source research: Current status and future directions. Human Resource Management Review, 10(4), 353-382.