第五章 結論與建議
第三節 研究限制與未來研究方向
本研究在各項資料收集與分析的過程中皆秉持嚴謹的態度，然而仍有些限制 分述如下：
一、研究限制
本研究採用問卷調查法，然礙於時間、經費與地理環境上的考量，無法完全 隨機抽樣，故樣本蒐集採便利抽樣，可能會產生系統偏誤。但本研究已盡量選取 不同行業、不同組織、不同管理位階、不同專業背景、不同年齡之工作者，並收 集涵括金融業、服務業、醫療產業、製造業…等不同產業之員工，力求樣本的異 質性，以期降低樣本偏誤的影響。本研究樣本多數為製造業（28.6%）、服務業
（18.5%）的員工，因此本研究結果將較適用於這些產業。
三、 未來研究方向
礙於時間與經費的限制，本研究僅採取橫斷面的方式（Cross-sectional study）
進行研究，未能進行縱貫性（Longitudinal study）的研究與追蹤。本研究主要針 對雇主品牌對現職員工之影響，然，同一名員工從應徵者到成為現職員工，心中 知覺知雇主品牌吸引力是否有所變化？又，雇主品牌對其工作態度及行為間之關 聯有何影響？故建議未來學者可採用縱貫性研究以了解其動態關係。
雖然本研究的假設 6 未獲得支持，及策略性人力資源管理制度的實施並不會 增強雇主品牌與員工工作態度及行為的關係，但可以發現策略性人力資源管理制 度對於各依變項亦為高度相關，故策略性人力資源對員工之工作態度與行為仍有 影響。然而，現今品牌知名度高的企業並非全部都能獲致本研究對雇主品牌與工 作滿意、組織承諾、離職意圖、工作績效及組織公民行為之關係的結果，表示某 些依變項亦會同時受到工作環境中之其他因素影響，故建議未來研究可納入其他 變項，以確認其調節機制。另，建議未來研究者在選擇調節變項時可納入自我監
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控（Self-monitoring）的特質，自我監控高者較在意外界觀感，故對自我監控高 者，雇主品牌可能更重要。這是由於品牌可與自我做連結，而將歸屬的團體做為 一和自我的表徵。
本研究證實雇主品牌不只可以運用於招募，更與員工之工作滿意、組織承諾、
工作績效及組織公民行為有正向關聯，且與離職意圖為負向關聯。人力資源部門 使用此一行銷工具配合公司策略，將組織文化、制度等傳達給員工，不只員工工 作滿意、組織承諾、工作績效及組織公民行為等增加，公司更能因為擁有好的員 工而能獲致競爭力。
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http://www.businessweekly.com.tw/webarticle.php?id=44425
熊明良、孫健敏、顧良智（2008）。〈工作滿意感、組織認同與離職傾向關係實證 研究〉。《商業經濟與管理》，（6），34-40。
蕭妃伶（2006）。《雇主品牌之研究─內部與外部行銷觀點》。國立中山大學人力
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