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Pearson’s Correlation Analysis

After conducting the Pearson’s Correlation Analysis, the hypothesis was tested and there were other findings discovered. As the first hypothesis states, organization brand is positively and highly correlated with organizational attractiveness in the pretest (r=.57, p<.01). The result supports the first hypothesis and agrees with the previous research, indicating that job seekers will generate higher applicant attraction with the organization brand they are more favored with.

In addition, website content is positively and highly correlated with organizational attractiveness in the posttest (r=.29, p<.01), indicating that job seeker may have more applicant attraction to the organizations which provide sufficient job and organization information to the job seekers on the websites. More information provided may reduce job seekers’ uncertainty and help to generate more positive inferences about the organization. Please refer to Table 4.1 for details.

42 Table 4.1.

Means, Standard Deviations, Reliabilities and Correlations among Variables (N=266)

Mean SD 1 2 3 4 5 6 7 8

1. Age 1.92 .31

2. Gender .29 .45 .05

3. Education 3.20 .41 .19** .03

4. Working experience 1.84 .84 -.05 -.04 .12

5. Job search behavior 8.45 2.54 .05 -.08 .07 .32**

6. Organization brand 3.17 .76 .04 -.04 .01 .03 .07 (.86)

7. Website content 5.44 2.84 .04 .02 .06 -.01 .14* .13* (.78)

8. Organizational attractiveness (pretest)

3.42 .70 .04 .02 -.03 -.07 -.06 .57** .06 (.92)

9. Organizational attractiveness (posttest)

3.50 .71 .07 .01 -.01 .02 -.04 .46** .29** .79** (.93)

Note. p*<.05. p**<.01. Age: 1=20 or below, 2=21-25, 3=26-30, 4=31-35, 5=36 or above. Gender: 0=female, 1=male.

Education: 1=below high school, 2=high school, 3=college, 4=graduate school, 5=above graduate school.

Working experience: 1=less than 1 year, 2=1-2 years, 3=3-4 years, 4=5-6 years, 5=more than 6 years.

The numbers in brackets represent Cronbach’s alpha values of the research variables.

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Paired-samples T-test

A paired-samples t-test was performed in order to test hypothesis 2: There will be a significant difference between pretest and posttest of organizational attractiveness after job seekers examine the website content. The comparison was made between organizational attractiveness in the pretest (M=3.23, SD=.78) and posttest (M=3.44, SD=.68). As the result shows, the posttest of organizational attractiveness reports significantly higher scores than the pretest of organizational attractiveness, t(265)=-6.15, p<.001. Therefore, hypothesis 2 is supported. Please refer to Table 4.2 for details.

Table 4.2.

Results of Paired-Samples T-test for Organizational Attractiveness in Pretest and Posttest (N=266)

pretest posttest 95% CI for Mean Difference

Outcome M SD M SD t df p

3.23 .78 3.44 .69 -.27 -.14 -6.15 265 .00

Hierarchical Regression Analysis

Hierarchical Regression Analysis was conducted in order to test hypothesis 1 and 3 in this study. The results are presented in Table 4.2. The analysis includes four models and each of them were tested with organizational attractiveness (posttest) as the independent variable. The control variables were entered in the first model, including the demographics (gender and education level), and others such as work experience and job search behavior. Organization brand as the independent variable was entered in the second model. Then, website content was added in the third model as the moderator. Last, the interaction term of the independent variable and the moderator was added in the fourth model to test whether there is a moderating effect.

Please refer to Table 4.3 for details.

44 Table 4.3.

Result of Hierarchical Regression Analysis (N=266)

Independent variable: Organizational attractiveness (Posttest) Standardized Coefficients (Beta)

In model 2, the result shows that organization brand significantly predicts organizational attractiveness in the posttest (ß=.46, p<.001). The result indicates that organization brand is a strong predictor of organizational attractiveness. Model 4 explains 28% of the variance in organizational attractiveness and has a significant F value (R2=.28, F=14.27, p<.001) while it does not explain any additional % in the variance (ΔR2=0, n.s.) when compared to Model 3.

However, in model 4, the intended moderators, which is the interaction between organization brand and website content, shows no moderating effect as expected (ß=-.04, n.s.). Therefore, hypothesis 3 is not supported. Instead, the result in model 3 shows that website content has

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rather a direct impact on the organizational attractiveness (ß=.26, p<.001) more than a moderating effect.

Summary of Analyses Results

This study aimed to examine the relationship between organization brand and organizational attractiveness to see if it was in accordance with previous research. Especially, it aimed to realize the role of organization website content played in recruitment process. To answer this question, a quasi-experiment method was applied, and participants were given a chance to examine the website contents, in order to compare answers to organizational attractiveness measure before and after examining the website contents. In addition, this study used real company websites as company samples in order to increase the practicality. To further investigate the effect of website content, the researcher tested the moderating effect of website content on the relationship of organization brand and organizational attractiveness.

The research questions and hypothesis were answered through the performance of the statistical analyses. First, a correlation analysis was conducted to answer the first research question. The result showed a significant relationship between organization brand and organizational attractiveness. A paired-sample t-test was conducted to answer the second research question. It showed that there was a significant difference between organizational attractiveness in the pretest and the posttest. Therefore, hypothesis 1 and 2 were supported.

Lastly, a multiple regression analysis was conducted to answer the third research question.

However, the result indicated that there was no moderating effect of website content on the relationship of organization brand and organizational attractiveness. Therefore, hypothesis 3 was not supported. Summary of the results of the hypotheses is presented in Table 4.4.

46 Table 4.4.

Hypothesis Testing Results Summary

Hypothesis Result

H1 Job seeker’s perception of organization brand will positively predict organizational attractiveness.

Supported H2 There will be a significant difference between pretest and

posttest of organizational attractiveness after job seekers examine the website contents

Supported

H3 Website content will have a positive moderating effect on the relationship between job seeker’s perception of organization brand and organizational attractiveness.

Not supported

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