校園招聘廣告的眼動研究

1、 論文題目：校園招聘廣告的眼動研究 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” ，通過這個“窗口”我們可以了解到人的許多心理活動狀況，科學(xué)證明研究眼動的規(guī)律性可以揭示人認知加工外界信息的心理機制。隨著神經(jīng)科學(xué)與認知科學(xué)的發(fā)

2、展，人們對眼動及其生理意義的研究也在不斷深入，大量研究已經(jīng)表明眼動的各種模式與人的心理變化密切關(guān)聯(lián)。眼動研究的成果已經(jīng)在心理學(xué)研究、人機交互、產(chǎn)品外觀設(shè)計、廣告效果測試和景觀視覺質(zhì)量評價等眾多領(lǐng)域廣泛應(yīng)用，并取得了不錯的效果。 教育界針對大學(xué)生就業(yè)的研究很多， 但是利用眼動實驗針對大學(xué)畢業(yè)生就業(yè)訴求的研究還不多見，本文嘗試通過眼動儀采用實驗的手段，并結(jié)合傳統(tǒng)的廣告心理學(xué)研究方法，對大學(xué)畢業(yè)生閱讀校園招聘廣告的眼動進行初步的探索。通過察看

3、大學(xué)畢業(yè)生瀏覽招聘廣告的眼動軌跡和熱點區(qū)域，統(tǒng)計被試關(guān)注就業(yè)信息的側(cè)重點和關(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。實驗設(shè)計中 30 名被試按照既定的要求完成了特定的任務(wù)，眼動儀自動記錄下了他們的眼動數(shù)據(jù)。利用眼動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” 、 “職位描述”等主要廣告信息點劃為興趣區(qū)，通過對被試注

4、視軌跡圖、熱點圖等眼動數(shù)據(jù)的疊加對比分析我們發(fā)現(xiàn)：①被試對國有企業(yè)和外資企業(yè)關(guān)注度較高，對民營企業(yè)關(guān)注度相對略低；②被試對薪資、福利的關(guān)注度較為穩(wěn)定；③被試對大城市就業(yè)并無過度熱情，對選擇中小城市就業(yè)明顯上升；④被試對企業(yè)能夠提供足夠的發(fā)展空間興趣增大；⑤被試對崗位類型有一定的挑剔。利用實驗研究的結(jié)果，可以為企業(yè)校園招聘廣告設(shè)計以及校園招聘活動提出科學(xué)性建議，幫助企業(yè) HR 高效招聘，同時，也為高校開設(shè)大學(xué)生就業(yè)指導(dǎo)提供課程設(shè)計參考。

5、關(guān) 鍵 詞：校園招聘；廣告；大學(xué)畢業(yè)生；實驗；眼動研究 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