網路快速發展改變了求職者應徵工作的方式，求職者能夠透過各種來源接收各類訊息。然而，訊息存在順序效果，加上求職者對於外在訊息認知有限，導致面對諸多選擇時，難以做出判斷，便透過評估自身能力，再做出是否應徵的決定。因此，訊息來源與口碑效價的順序效果，是否會對求職者造成影響，成為重要議題。

本研究利用實驗設計，將情境分成八類，針對畢業於金融相關科系和曾有意願任職金融相關產業的受測者發放了300份問卷。根據分析結果顯示:（1）口碑效價和口碑訊息來源的順序效果並不顯著。（2）在正向情境時，口碑採納和組織吸引力呈現正向關係；在負向情境時，口碑採納和組織吸引力則沒有顯著負向關係。（3）自我效能僅在先負後正情境時，調節口碑採納及組織吸引力的關係。因此，在金融產業中，企業應該善加運用正向訊息，吸引求職者主動應徵，並同時留意負向訊息的產生。

The rapid growth of the Internet has changed the way that job seekers apply for jobs. Job seekers can receive all kinds of information through various sources. However, because of the order effects of the information, it is difficult for job seekers to make judgments by several choices under limited knowledge. Therefore, job seekers may need to make decisions in their own right. It is an important issue that the order effects of word-of-mouth valence and different recruitment sources influence job seekers.

The study used experimental situation design to classify situations into eight categories. 300 questionnaires are distributed to participants who have graduated from finance-related departments and have been willing to engage in financial-related industries. According to the results of the analysis, (1) the order effects of word-of-mouth valence and employer word-of-mouth sources were not significant to job seekers. (2) In the positive situation, the analysis showed that there was positive relationship between word-of-mouth adoption and organizational attractiveness. On the other hand, there was no relationship between word-of-mouth adoption and organizational attractiveness in the negative situation. (3) Self-efficacy moderated the relationship between word-of-mouth adoption and organizational attractiveness in negative before positive context. Hence, in financial industry, companies should make good use of positive information to drive job seekers to apply for them. Also, they need to beware of the generation of negative information.

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