The Influence of Corporate Image and Specificity of Candidate Qualifications on Response to Recruitment Advertisement
通过实验研究企业形象和候选人资格具体程度对读者回应招聘广告可能性的影响，发现企业形象显著影响回应，而资格具体程度则无显著影响。
This paper reports the results of an experiment designed to examine the possible impact of (1) the corporate image of the advertiser and (2) the degree of specificity of the candidate qualifications, on the likelihood of reader response to a recruitment advertisement. The data indicated that the corporate image of the advertiser significantly influenced the likelihood of reader response, whereas the degree of specificity of the candidate qualifications did not significantly influence the likelihood of reader response to recruitment advertisement. The implications of the findings are discussed and avenues for further study are suggested.