摘 要
当前社会变化日新月异，行业竞争也日益加剧，企业面临越来越多的不确定
性因素，企业发展处在一个愈趋动荡的境地。组织公民行为在企业中的作用相当
于一个“减震器”，能够使员工充分发挥工作主动性，将组织赋予的自主性导向有
利于企业的结果，降低企业运营风险，提高企业的绩效水平，抢占市场竞争中的
有利地位。雇主品牌能够吸引和保有优秀的人才,使企业获得持久竞争优势，能够
提高企业声誉，提升企业的吸引力，那么雇主品牌是否会让员工产生组织公民行
为？目前，国内对该方面的实证研究较少，本文试图对该问题进行相关探讨。

本文主要围绕雇主品牌对员工组织公民行为的影响进行研究。文章首先通过
文献综述系统性地回顾雇主品牌、组织公民行为的相关理论，为后续研究中进一
步探索两者之间的关系奠定基础。然后，以社会认同理论和内部营销理论为基础，
分析并阐述了雇主品牌对员工组织公民行为的影响机理，通过问卷调查和数据分
析，对雇主品牌和组织公民行为进行探索性因子分析，得出企业雇主品牌由五大
基本因素构成，即评价和衡量企业雇主品牌建设状况可以从五个维度来考虑，分
别是：战略制度、价值激励、成长发展、工作性质以及薪酬；组织公民行为包括
四个维度：认同组织、保护公司资源、协助同事、敬业守法。最后，通过相关分
析、回归分析等方法研究雇主品牌五种构成因素和组织公民行为的四种行为之间
的相关关系，并建立了雇主品牌和组织公民行为之间的结构方程模型，最终验证
了雇主品牌对组织公民行为的作用机理。

关键词：雇主品牌；组织公民行为；结构方程全模型
Abstract
The fast-changing society and increasingly competitive industry make
enterprises in an increasingly volatile situation face a growing number of uncertainty ,
Organizational citizenship behavior as a shock absorber, is cause by staff fully
playing their initiative, and guiding the autonomy given by organization to a more
positive result. Such actions help enterprises to reduce the operating risks, maintain a
stable performance, and seize advantageous position in market competition. Employer
brand can attract and retain talent, achieve lasting competitive advantage, enhance
reputation, and make the enterprise attractive. Given the number of empirical research
on whether employer brand will cause more organization citizen behavior is small at
home, this article attempts to study the issue.
The paper focus on the relationship between employer brand and organizational
citizenship behavior. This article first make systematic review of employer brand,
organizational citizenship behavior theory through literature review, and conducts and
summarizes related theories and researches. As the foundation of follow-up study to
explore the relationship between employer brand and organizational citizenship
behavior. Then, based on internal marketing and social identity theory, we analyzes
and describes the impact mechanism of employer brand on organizational citizenship
behavior, Finally, the corresponding conceptual model and research hypotheses are
proposed.
Based on theoretical analysis, a convenience sampling method is applied in our
questionnaire. After collecting empirical data, we use we use reliability & validity
analysis, factor analysis, correlation analysis, regression analysis and other statistical
methods to analyze by structural equation model, this paper uses factor analysis，and
then，obtains employer brand five factors，which call be used in the appraisal of
enterprise employer brand management，including strategy system factor value drive
factor, growing development factor ， job nature factor and basic pay factor.
Organizational citizenship behavior is broken down into five dimensions including
altruism, courtesy, sportsmanship, conscientiousness, civic virtue. Then using
correlate and regression analysis，the paper obtains the relationship between employer
brand five factors and five dimensions of organizational citizenship behavior.
Additionally, employer brand and enterprise performance structure equation model is
。。。