招募活動是每個企業無可避免的成本支出，若招募到不適任的員工，或是無法留住關鍵人才，將會徒增許多營運成本。而員工引薦已經為許多學者視為相當有效的招募方法，亦被許多企業視為成效最高及最喜愛的招募方式。本文以口碑傳播理論為基礎，探討員工引薦的內在與外在動機對招募成效的關聯，並以引薦雙方之關係品質與企業聲望做為調節變項，分別探討其關聯。
本研究問卷樣本為在台灣在職工作，且曾經有過引薦經驗者，共獲得251份有效問卷，透過階層分析結果得到以下結論：(1)由內在動機進行引薦對招募成效存在正向關聯。(2)由外在動機進行引薦對招募成效存在正向關聯。(3)雙方之關係品質對內在引薦動機與招募成效不具調節效果。(4)外在引薦動機與雙方之關係品質的交互作用會對招募成效產生顯著影響。(5)企業聲望對內在引薦動機與招募成效不具調節效果。(6)企業聲望對外在引薦動機與招募成效不具調節效果。

Recruitment activities are the unavoidable cost of each companies. There will waste a lot of operating costs if a company recruited an incompetent employee, or failed to retain the key talent. Employee referral has been regarded as an effective recruitment method by many scholars. Therefore, lots of companies consider employee referral the most effective and favorite way. Based on the theory of word-of-mouth communication, this study explores the relationship between the internal and external motivations of employee referral and recruiting effectiveness and the interference effect of guanxi and corporate reputation.
In this study, data were collected from 251 full-time employees in Taiwan, who had experiences of referring. After hierarchical regression analysis, the results are following: (1) There is a positive relationship between internal motivation of referral and recruiting effectiveness. (2) There is a positive relationship between external motivation of referral and recruiting effectiveness. (3) The interaction of guanxi and internal motivation of employee referral can’t affect recruiting effectiveness. (4) The interaction of guanxi and external motivation of employee referral can affect recruiting effectiveness. (5) The interaction of corporate reputation and internal motivation of employee referral can’t affect recruiting effectiveness. (6) The interaction of corporate reputation and external motivation of employee referral can’t affect recruiting effectiveness.

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