校園招聘廣告的眼動(dòng)研究

1、 論文題目：校園招聘廣告的眼動(dòng)研究 專業(yè)方向：工商管理 姓 名：史恭龍 （簽名） 指導(dǎo)教師：李紅霞 （簽名） 摘 要 “眼睛是人類心靈的窗口” ，通過(guò)這個(gè)“窗口”我們可以了解到人的許多心理活動(dòng)狀況，科學(xué)證明研究眼動(dòng)的規(guī)律性可以揭示人認(rèn)知加工外界信息的心理機(jī)制。隨著神經(jīng)科學(xué)與認(rèn)知科學(xué)的發(fā)

2、展，人們對(duì)眼動(dòng)及其生理意義的研究也在不斷深入，大量研究已經(jīng)表明眼動(dòng)的各種模式與人的心理變化密切關(guān)聯(lián)。眼動(dòng)研究的成果已經(jīng)在心理學(xué)研究、人機(jī)交互、產(chǎn)品外觀設(shè)計(jì)、廣告效果測(cè)試和景觀視覺(jué)質(zhì)量評(píng)價(jià)等眾多領(lǐng)域廣泛應(yīng)用，并取得了不錯(cuò)的效果。 教育界針對(duì)大學(xué)生就業(yè)的研究很多， 但是利用眼動(dòng)實(shí)驗(yàn)針對(duì)大學(xué)畢業(yè)生就業(yè)訴求的研究還不多見(jiàn)，本文嘗試通過(guò)眼動(dòng)儀采用實(shí)驗(yàn)的手段，并結(jié)合傳統(tǒng)的廣告心理學(xué)研究方法，對(duì)大學(xué)畢業(yè)生閱讀校園招聘廣告的眼動(dòng)進(jìn)行初步的探索。通過(guò)察看

3、大學(xué)畢業(yè)生瀏覽招聘廣告的眼動(dòng)軌跡和熱點(diǎn)區(qū)域，統(tǒng)計(jì)被試關(guān)注就業(yè)信息的側(cè)重點(diǎn)和關(guān)鍵詞匯，總結(jié)他們的視線瀏覽規(guī)律，分析大學(xué)畢業(yè)生求職的潛在心理訴求，推測(cè)其就業(yè)傾向，旨在歸納影響大學(xué)畢業(yè)生就業(yè)的廣告因素。實(shí)驗(yàn)設(shè)計(jì)中 30 名被試按照既定的要求完成了特定的任務(wù)，眼動(dòng)儀自動(dòng)記錄下了他們的眼動(dòng)數(shù)據(jù)。利用眼動(dòng)分析軟件我們把校園招聘廣告中的“職位” 、 “薪資” 、 “公司性質(zhì)” 、 “工作地點(diǎn)” 、 “職位描述”等主要廣告信息點(diǎn)劃為興趣區(qū)，通過(guò)對(duì)被試注

4、視軌跡圖、熱點(diǎn)圖等眼動(dòng)數(shù)據(jù)的疊加對(duì)比分析我們發(fā)現(xiàn)：①被試對(duì)國(guó)有企業(yè)和外資企業(yè)關(guān)注度較高，對(duì)民營(yíng)企業(yè)關(guān)注度相對(duì)略低；②被試對(duì)薪資、福利的關(guān)注度較為穩(wěn)定；③被試對(duì)大城市就業(yè)并無(wú)過(guò)度熱情，對(duì)選擇中小城市就業(yè)明顯上升；④被試對(duì)企業(yè)能夠提供足夠的發(fā)展空間興趣增大；⑤被試對(duì)崗位類型有一定的挑剔。利用實(shí)驗(yàn)研究的結(jié)果，可以為企業(yè)校園招聘廣告設(shè)計(jì)以及校園招聘活動(dòng)提出科學(xué)性建議，幫助企業(yè) HR 高效招聘，同時(shí)，也為高校開(kāi)設(shè)大學(xué)生就業(yè)指導(dǎo)提供課程設(shè)計(jì)參考。

5、關(guān) 鍵 詞：校園招聘；廣告；大學(xué)畢業(yè)生；實(shí)驗(yàn)；眼動(dòng)研究 研究類型：專題研究 Subject ：Study on Eye Movement of Campus Recruitment Advertisement Specialty ：Master of Business Administration Name ：Shi Gonglong (Signature) Instructor ：Li Hongxia (

6、Signature) ABSTRACT “The eyes are the window to the soul”, through this “window” we can learn about many psychological activities of human, and the science prove that the eve movement regularity research can ope

7、n out the human cognize and process the outside information. With the development of neurology and cognitive science, the research of eye movement and its psychological meaning goes deeper. Many researches prove that the

8、 modes of eye movement have close relationship with the human psychological changes. The production of eye movement research has widely used in the many fields of psychology research, human-computer interaction, the desi

9、gn of product appearance, advertising effect test and the visual quality evaluation of landscape and also achieved good effect. Education department has many researches about the employment of college students, but usi

10、ng eye movement experiment research the employment of college students is not too much, this text tried to do the primary research the eye movement when the college students read the campus requirement advertising. Throu

11、gh observing the eye movement track and hotspot area when the college students look through the requirement advertising, record the emphasis and key words of the tested employment information, summarize their visual brow

12、sing regulation, analyze the potential psychological requirement of college students, guess the employment tendency for concluding the advertising factors that effects the employment of the college students. The 30 stude

13、nts finished the specific task according to the requirements in the design of experiment, the eye movement equipment recorded their eye movement data automatically. The main advertising information of “post”, “salary”, “

14、nature”, “work place”, “job description” are divided into the interested area using the eye movement analyzing software, through analyzing the track diagram, hotspot diagram and other eye movement data, we found that: ①T

15、he state-owned enterprise and foreign enterprises has high attention, and the attention of private enterprise is lower. ②The focus on salary and welfare is stable. ③The large city employment is no excessive enthusiasm, t