本研究主要從人力資源領域觀點來探討企業社會責任與潛在員工求職意願之間的關係，並將企業社會責任分為兩個部份：1.人力資源相關企業社會責任2.一般性企業社會責任。另外根據訊號理論以及社會認同理論，加入熟悉度以及企業聲譽來探討不同面向的企業社會責任與求職意願之間的關係。
本研究以問卷調查的方式，針對大三、大四、碩一以及碩二做為施測對象，共回收104份有效問卷，由於問卷設計為每位受測者針對四家企業進行問卷填答，因此共有416筆觀測值。透過階層線性回歸模型(HLM)來分析固定效果，且驗證本研究假說結果發現，當企業做到人力資源相關企業社會責任時，有助於增加潛在員工的求職意願；企業所實施的人力資源相關企業社會責任能夠增加潛在員工對企業整體的熟悉度，因而增加潛在員工的求職意願；企業做到人力資源相關企業社會責任時，能夠提升公司的聲譽，進而吸引潛在員工前來求職。本研究以行銷領域的研究結果來探討人力資源中的企業社會責任，研究結果不僅能提供人力資源領域以及行銷領域進行後續相關研究之外，亦可提供業界在企業社會責任實務上的參考。

This study was from the human resource field, and focused on the relationship between corporate social responsibility (CSR) and the job pursuit intention of potential employees. Moreover, this study divided CSR into HR-related CSR and general CSR. Drawing on signaling theory and social identity theory, the author hypothesized that familiarity and corporate reputation will influence on the relationship between CSR and the job pursuit intention of potential employees.
By using the survey method, the data were collected from 104 junior, senior and graduate students. There are 416 observed value, due to one participant answered the same questions toward four companies. Our model used hierarchical linear modeling (HLM) to measure the fix effect. The results of HLM showed that the more HR-related CSR companies do, the higher job pursuit intention of potential employees will get. This study also found that both of familiarity and corporate reputation were positively influence on the relationship between HR-related CSR and job pursuit intention.
This study bridge the marketing literature and human resource literature to know more about the CSR concept. The findings offered implications for both research and practice on the field of marketing and human resource.

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