A Study on the Impact of Characteristics of Company Recruitment We Chat on Employer Attractiveness Based on TAM

Abstract

Abstract:

With the popularity of new media and intense talent competition, the way of combining new media usage and employer attractiveness improvement has been a hot topic. This paper develops and tests a model to analyze the impact of characteristics of company recruitment WeChat on employer attractiveness based on technology acceptance model (TAM). The result shows that except comprehensiveness, credibility, interactivity, entertainment, aesthetics and navigational usability have positive impact on employer attractiveness through perceived usefulness and perceived ease of use. Finally, this paper provides some suggestions for companies to improve employer attractiveness through the operation of recruitment WeChat.

Key words: Technology Acceptance Model (TAM), WeChat characteristics, employer attractiveness, company recruitment

Yang Congjie, Dai Qiaoling. A Study on the Impact of Characteristics of Company Recruitment We Chat on Employer Attractiveness Based on TAM[J]. , 2016, 28(6): 140-149,161.

References

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