theory development - shodhgangashodhganga.inflibnet.ac.in/bitstream/10603/68283/9/09_chapter...
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CHAPTER 3
THEORY DEVELOPMENT
3.1 Background
This thesis uses a blend of theoretical foundations from interdisciplinary spheres of
research in order to develop the theoretical framework for this study. From the field of
psychology, theories of attitude formation (Chaiken 1980; Wilson et al. 2000), and
memory models (Baddeley 1992) as well as theories of information processing and
source credibility (Oskamp 1977) have been utilized. Theory of brand equity (Aaker
1997) and logical decision making (Ajzen 1991) both have been borrowed from the
domain of marketing. From the area of information system, theory of technology
acceptance (Park et al. 2007) has been integrated into the overall theoretical
architecture.
3.2 Impact of Testimonial-type and Testimonial-source on
Perceived Credibility and Quality of E-Recruitment Ads
3.2.1 Realistic Information Hypothesis and Yale Persuasive Communication
Model
A lot of studies in the past have been geared towards developing a structured
framework of attitude change (Zimbardo, Ebbesen and Maslach 1977, Popovich and
Wanous 1982). The most comprehensive model to understand the factors influencing
persuasive strength of a message is provided by a framework developed by
researchers at Yale University USA (Oskamp 1977). This framework, known as the
Yale Persuasive Communication Model (YPCM) specifies the process of persuasive
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communications as a combination of the following stages- attention, comprehension,
acceptance (yielding), retention, and action. This five-stage sequence of attitude
change is the outcome of the persuasion process, which includes four categories of
factors: (1) the source of the message, (2) the contents of the message itself, (3) the
medium used (or channel), and (4) the type of audience receiving the message. The
credibility of a source is a crucial element in changing attitudes. Three factors
determine source credibility: (1) perceived expertise, (2) trust, and (3) liking (Hovland
et al., 1953).
Figure 1. Yale Persuasive Communication Model (Source: Oskamp, 1977)
Furthermore, the expertise of a source must be perceived by the audience prior to
receiving the message, and it must be relevant for the particular message being
transmitted (Oskamp, 1977). Trust in the source is also important, particularly if there
is reason to suspect ulterior motives. Studies have shown that a source who advocates
an unexpected position may be even more persuasive (Eagly, Wood and Chaiken,
Major Categories of Factors
Affecting Persuasion
-Source of Message
-Message Content
-Medium Used (Channel)
-Audience Characteristics
The Persuasion Process
Attention
!
Comprehension
!
Acceptance
!
Retention
!
Action
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1978). In this regard, providing RJP based content in employee testimonials can help
in positioning the employee in an unusual stance towards their firms. Providing the
same information through a company independent website can further reduce any
suspicion of ulterior corporate agenda behind the message.
Sources are considered even more trustworthy when the message channel is
audiovisual (Andreoli and Worchel, 1978). Therefore, if the message content is
transmitted through an audio-visual channel compared to text based medium, the
message may be perceived to be of higher credibility. From the YPCM, it may be
deduced that for message to attain higher level of persuasion, the degree to which
recipients consider the source of the message to be authentic and unbiased can
influence the overall process of attention-comprehension-acceptance-retention-action.
At the same time how reliable the recipients find the content of the message may also
have serious impact on the persuasive power of the message. Finally the medium of
communication or the channel used may also have an effect on message persuasion
capacity.
3.2.2 Technology Acceptance Model (TAM)
The Technology Acceptance Model (TAM) theory states that ‗the acceptance of a
new technology to an end user will depend on the perceived ease of use (user
friendliness) and perceived usefulness of the technology‘ (Koufaris, 2002; Loiacano
et al, 2007).
To an online job seeker, the ease of navigation through the different job openings with
relative ease, i.e., through the option of tailoring the search, easy resume delivery
process and quick reply from the portal managers about the status of their resume
gives them a feeling about the usefulness of the website and how easy it is to find and
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apply jobs through such sites (Borstroff et al, 2005). TAM theory suggests that this
will lead to higher acceptance and reliance towards the E-recruitment media
(Loiacano et al, 2007).
Figure 2. Technology Acceptance Model
(Source: Park, N., Lee, K. M., & Cheong, P. H. 2007)
3.2.3 Research Proposition 1
RJP based employee testimonials will be perceived to be more credible than positive
employee testimonials
The main objective of this study is to understand how to make the online job previews
more realistic to enhance their credibility. The central research question being asked
here is whether organizations can promote a higher sense of credibility by providing
realistic job previews (RJPs) in place of positively framed previews. Media credibility
theory and the YPCM both indicate that if information is perceived to be trustworthy
and coming from an expert source, then it will have positive effect on perceived
credibility of the information in the mind of the recipient. Employee testimonials have
Perceived Ease of Use
External Variables Attitude towards
Using
Behavioral
Intention to
Use
Actual
Use
Perceived Usefulness
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been found to be considered as expert sources of job related information in previous
E-recruitment research (Van Hoye and Lievens 2007).
However, employee testimonials containing both positive and negative information
(realistic job previews) have never been used in online recruitment practice so far; nor
has any research been done to test whether such testimonials may be considered as
more credible than normal positively oriented testimonials (Breaugh and Starke 2000;
Strohmeyer 2007; Wolfswinkel 2009). Since RJPs provide unexpected information
about the negative side of the workplace, they may be considered as more credible
than the testimonials with only good things written about a firm (Popovich and
Wanous 1982). At the same time, it follows from technology acceptance model
(TAM) that credible message channel may be considered to be of higher quality since
they trigger a greater sense of trustworthiness in the minds of the recipients.
Therefore, RJP based testimonials can be used in the design of the job preview in
order to increase both the credibility of the message and quality of the online ad‘s
design. Based on these theoretical premises, the research hypothesis and sub-
hypotheses that can be framed is as follows:
H 1: Job seekers‘ perception towards online job advertisements will differ depending
on the type of content of employee testimonial
H1a: Job seekers’ perception of quality of online job advertisements will differ
depending on the type of content of employee testimonial
H1b: Job seekers’ perception of credibility of online job advertisements will differ
depending on the type of content of employee testimonial
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3.2.4 Research Proposition 2
Testimonials presented through company independent online recruitment platforms
will be perceived to be more credible than those communicated through company
dependent channels
If so, then organizations can post the RJPs either through their company-owned
websites or through some indirect channel such as a neutral web blog. How will job
seekers react to a neutral source of realistic information compared to a biased source
of information? Do RJP based employee testimonials through company-independent
channels such as third-party blogs, internet newsgroups or personal social networking
sites help to increase the perceived credibility of online jobs compared to those
advertised through company dependent sources such as corporate career webpages?
Therefore, a second area of interest is to use innovative internet applications such as a
web 2.0 platform to host the employee testimonials. From source credibility theory, it
is opined that neutral sources of information are considered more credible than biased
sources of information, since the latter has a hidden motive of selling information to
the receivers while the former does not. Therefore, information about jobs posted in
company independent channels such as weblogs, newsgroups, personal social
networking sites etc. can have more positive effect on job seeker‘s perceived
credibility than that provided through firm dependent sources such as corporate career
pages and E-recruitment portals.
At the same time, it follows from technology acceptance model (TAM) that credible
message channel may be considered to be of higher quality since they trigger a greater
sense of trustworthiness in the minds of the recipients. Therefore, RJP based
testimonials may be provided through company-independent channels in order to
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increase both the credibility of the message and quality of the online ad‘s design.
Based on these theoretical premises, the research hypothesis and sub-hypotheses that
can be framed is as follows:
H 2: Job seekers‘ perception towards online job advertisements will differ depending
on the source of employee testimonial
H2a: Job seekers’ perception of quality of online job advertisements will differ
depending on the source of employee testimonial
H2b: Job seekers’ perception of credibility of online job advertisements will differ
depending on the source of employee testimonial
3.3 Impact of Preview-Modes on Job-Seekers’ Perceived
Credibility and Quality of E-Recruitment Advertisements
3.3.1 Cognitive Load Theory
Cognitive load theory is defined as the amount of ―mental energy‖ required to process
a given amount of information. As the amount of information increases, so do the
cognitive load on our mental resources. When the amount of information and
instruction exceed the capacity and limitations of our mental resources, then learning
will be inhibited. Sweller and Cooper (1985) described a cognitive modal model of
learning that distinguishes between three distinct memory types (modes): sensory
memory, working memory and long-term memory. Sensory memory deals with
incoming stimuli from our senses, including sights, sounds, smells, tastes and touches.
Sensory memories extinguish extremely quickly. Working memory (previously
named short-term memory) is a three-part system (Baddeley 1992) that includes a
central executive system acting as the attention-controlling system, and two slave
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systems: the visuo-spatial sketch pad that manipulates visual images, and the
phonological loop that stores and rehearses speech-based information (see Fig. 3).
Figure 3. Baddeley & Hitch’s Working Memory Model (Source: Baddeley 1992,
p.557)
According to Cognitive Load Theory (Baddeley 1992), information presented in
audio-visual mode is easier to comprehend compared to text based presentations.
Therefore, audio-visual web interfaces may be helpful in enhancing the quality of the
websites by increasing the usefulness, ease of use and aesthetic aspect of the sites.
However, research has been less in the context of analyzing the impact of such
information delivery styles on perceptions of E-recruitment website quality (Cable
and Yu 2006; Russell 2008). In this regard, the rise of video podcasts has opened a
new avenue of presenting online information, and in so doing presented new ways of
enhancing website quality. Until recently, organizations were only providing a brief
text-based presentation about their profile. In MonsterIndia website
(www.monsterindia.com), a recent addition has been the section of video profile of
organizations. So far, no research has been conducted to test the usefulness of
providing video profiles of organizations along with the online recruitment message
on the perceived quality of such websites. It is important to understand whether using
video-based information delivery styles will be considered more useful, easy to
Central Executive
Visuo-Spatial Sketch Pad Phonological Loop
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understand and more entertaining compared to the prevailing plain text based layouts
of E-recruitment web pages.
3.3.2 Research Proposition 3
Audio-Visual Corporate Previews will be considered to be more credible and of
better quality and than text based Corporate Previews
Taking cue from the cognitive load theory of memory processing, it is further
expected that job related information (organizational information, employee
testimonials etc.) through audio-visual previews can be considered as of higher
quality in terms of website design compared with plain text based previews (Baddeley
1992; Walker et al. 2009). Earlier research has established the fact that audio-visual
media are considered as more attractive and persuasive than text based media (Dugoni
and Ilgen 1981; Popovich and Wanous 1982; Chandler and Sweller 1991; Baddeley
1992). As per media richness theory, richer the media, more credible is the
information (Petty et al. 1987; Cable and Yu 2000; Cable et al. 2006). Audio-visual
media have been found to be richer than audio only, textual and pictorial
communication (Walker et al. 2009). At the same time, it follows from YPCM that
audio-visual message channel may be considered to be more credible than plain text
or image based channels. Therefore, video podcasts can be used in the design of the
job preview in order to increase both the credibility of the message and quality of the
online ad‘s design. Based on these theoretical premises, the research hypothesis and
sub-hypotheses that have been framed is as follows:
H 3: Job seekers‘ perception towards online job advertisements will differ depending
on the type of corporate preview
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H3a: Job seekers’ perception of quality of online job advertisements will differ
depending on the mode of corporate preview
H3b: Job seekers’ perception of credibility of online job advertisements will differ
depending on the mode of corporate preview
3.4 Moderating Impact of Preview-Mode, Testimonial-type
and Testimonial-source and Mediating Effect of
Organizational Attractiveness on Intention to Apply
3.4.1 Signaling Theory & Brand Equity Theory
Signaling theory (Lampe et al. 2007) states that certain signals can communicate
specific meanings about the message it is trying to convey to the receiver. From this
point of view, it may be inferred, that the users will perceive the quality of websites,
based on what information / signal the website communicated to the users. For
example, in an E-recruitment context, the signal of advanced search options will
communicate the signal for depth of the website, thus enhancing perception of
credibility. Again, from Brand Equity Theory (Aaker 1997), it may be deduced that
positive perceptions of credibility and quality of a firm‘s E- recruitment website can
positively influence job seeker attitude towards the firm as a prospective employer.
Realistic information about a job can help enhance trust towards the firm. At the same
time, a neutral channel to project such information can further strengthen the
credibility of the information. Taking cue from signaling theory and brand equity
theory, it can be inferred that if job seekers receive cues about higher perception of
website credibility and quality through RJP based employee testimonials, audio visual
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corporate previews and company independent advertisement platforms, then job
seekers will feel attracted towards the organization as a prospective employer.
3.4.2 Theory of Planned Behavior (TPB)
The Theory of Planned Behavior (TPB) (Ajzen 1991), states that that the decision to
engage in a particular behavior is the result of a rational process which in case of
online job-seekers, involves the job seekers reasoning out that a firm has a willingness
to meet the diverse search demands of the job seekers through its website.
Figure 4: Theory of Planned Behavior (Source: Ajzen 1991)
As a result, job-seekers may develop a positive attitude towards the site in the form of
more positive perceptions of credibility and quality. This eventually will be reflected
in his/ her actions such as feeling attracted towards the firm and in a higher intention
to apply for jobs through that site (Ajzen, 1991). It follows from TPB that such
perceptions may in turn result in a higher intention to apply for jobs posted by that
firm.
Attitude towards
Behavior
Subjective Norms
Perceived Behavioral
Control
Behavioral
Intention Usage Behavior
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3.4.3 Research Proposition 4
Preview-mode, testimonial-content and testimonial-source may affect job-seekers’
perception towards organizational attractiveness and intention to apply
Drawing upon the above cluster of theories it is being proposed that if job and
company related information is presented in corporate career websites using
combinations of audio-visual corporate previews, RJP based employee testimonials
and company independent platform to host such testimonials it will enhance the
attractiveness of the employer in the eyes of the job-seeker which in turn will affect
their intention to apply for job vacancies posted through the website of the firm.
Audio-visual mode of delivery can help in better processing of the information and
make the advertisement more appealing. Consequently, job seekers may develop a
favorable image of the organization and consider applying for a job there. Hence it is
being proposed that
H 4: Job-seekers‘ perception of organizational attractiveness will differ for different
types of preview-modes, testimonial-types and testimonial-sources.
H 4a: Job seekers’ perception of attractiveness of online job advertisements will differ
depending on the type of content of employee testimonial
H 4b: Job seekers’ perception of attractiveness of online job advertisements will differ
depending on the source of employee testimonial
H 4c: Job seekers’ perception of attractiveness of online job advertisements will differ
depending on the mode of corporate preview
H5: Job-seekers‘ intention to apply will differ for different preview-modes,
testimonial-types and testimonial-sources.
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H 5a: Job seekers’ intention to apply to online job advertisements will differ
depending on the type of content of employee testimonial
H 5b: Job seekers’ intention to apply to online job advertisements will differ
depending on the source of testimonial
H 5c: Job seekers’ intention to apply to online job advertisements will differ
depending on the mode of corporate preview
3.5 Triggering of Perceptions by the External Stimuli either
in a Holistic Manner or in a Systematic Fashion
3.5.1 The Mechanisms of Information Processing
The degree to which individuals pay attention to information decides to what extent
the message is understood and interpreted by the recipient (Chaiken 1980).
Individuals can either interpret any information at a superfluous level making no
effort to analyze the inner meaning conveyed through the message or they may
carefully decipher the information at a deeper level using cognitive resources. The
former strategy, if adopted, is an example of heuristic information processing and the
latter is an example of systematic information processing (Chaiken 1980; Chaiken and
Maheswaran 1994).
3.5.2 Heuristic Information Processing
Heuristic information processing occurs when the message recipients spend very little
time and effort to verify the validity of the message. Recipients take cue from the
source of the message and other peripheral signs and symbols to judge the
authenticity and importance of the message. Heuristic information processing may
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involve the use of relatively general rules (scripts, schemata) developed by individuals
through their past experiences and observations (Abelson, 1976; Stotland & Canon,
1972). For example, persons may possess and utilize the rule or categorical script
(Abelson, 1976) that statements by experts can usually be considered authentic, or
that statements by celebrities considered to be trustworthy probably reflect those
persons' honest opinions. Such a notion may be derived from past experiences with
others or, alternatively, may stem from a lower-order rule suggesting a fairly
consistent association between the concepts of liking and interpersonal similarity
(Stotland & Canon, 1972). Other heuristics may underlie the persuasive impact of
other cues. For example, the finding that recipients are less persuaded when an
overheard audience expresses disapproval (vs. approval) of a message (Landy, 1972;
Silverthorne & Mazmanian, 1975) might reflect their use of a consensus heuristic.
Recipients may reject such a message because most other recipients find it
unacceptable.
3.5.3 Systematic Information Processing
In contrast with heuristic information processing, systematic processing involves
giving proper attention towards understanding the validity of the message content, not
on the basis of certain basic rules and schema, but with the help of deeper cognitive
appraisal. Systematic information processing should become paramount when
recipients perceive that the validity of a message needs to be ascertained at the
foremost before taking any decision or being persuaded by the message. This is more
likely in situations involving greater stakes (Keisler, Collins and Miller 1969). That is,
when recipients receive messages on personally important topics or when recipients
feel that their opinion judgments have important consequences for themselves, they
should engage in systematic information processing.
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3.5.4 Elaboration Likelihood Model (ELM) of Information Processing
Closely resembling the Heuristic-Systematic model of information processing, Petty
and colleagues (1987) formed the Elaboration Likelihood Model (ELM) theory of
information processing which posits that human beings can process information in
their brains through two different routes- central and peripheral (Petty et al. 1987). In
the central route of processing, the information is processed in greater details and with
more interest. Contrastingly, in peripheral processing, information is processed
discretely and with lesser attention. By the term ‗elaboration‘ in context of persuasion,
it is meant, to what extent an individual engage in issue-relevant thinking while
deciphering a message. If the message helps to trigger recipient‘s motivation to
expend energy in issue-relevant cognition, then the likelihood of elaboration of the
message meaning is supposed to be high and vice versa. Whether the information will
be processed by the brain using central or peripheral route depends on how important
the message appears to the receiver at first glance. The information must provide
some cue to the recipient to trigger a sense of importance (expertise) and authenticity
(trustworthiness) in the message content.
Often, due to lack of such cognitive appraisal of information, jobseekers have been
found to be less interested in processing job related queries through internet or willing
to trust online job advertisements compared to other traditional channels such as
newspaper ads on vacancies (Cable et al. 2000; Tong and Sivanand 2005; Maurer and
Liu 2007; Tyagi 2012). Peripheral persuasion is somewhat simpler to develop because
it has no grounds in a strong factual message. Instead, peripheral cues such as scarcity
or perceived credibility are the factors that receivers base their decisions on.
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Figure 5: Elaboration Likelihood Model
(Source: Petty, R.E., Kasmer, J., Haugtvedt, C. & Cacioppo, J. 1987)
Persuasive
Communication
Are people motivated to process?
(Personal relevance; need for cognition;
personal responsibility etc.)
Do Recipients have ability to process?
(Distraction; repetition; prior knowledge;
message comprehensibility)
Nature of cognitive processing, initial
attitude, argument quality etc.
Cognitive Structure Change
(Are new cognitions adopted and stored in memory?
Are different responses made salient than previously?)
Peripheral Attitude Shift
(Attitude is relatively
temporary, leading to
susceptible and
unpredictable behavior)
Is Peripheral cue present?
(Positive affect, negative
affect, attractive and expert
sources etc.)
Retain/ regain initial
attitude
Favorable
though
predominant
Unfavorable
though
predominant
Neutral
though
predominant
Yes No
No
No
Yes
Yes No
Yes (Favorable) Yes (Unfavorable)
CENTRAL POSITIVE
ATTITUDE CHANGE
CENTRAL NEGATIVE
ATTITUDE CHANGE
Attitude is relatively enduring, resistant and
predictive of behavior
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However, peripheral persuasion is not as strong nor as long lasting as central
persuasion. Although it can produce a positive change in behavior, ―for it to become a
more lasting change the message should be repeated over a period of time‖ (Moore,
2001). Attitude changes can be fleeting when simply based on promotions or jingles.
3.5.5 Theories of Attitude Formation
Attitude has been investigated by various researchers (Rosenberg and Hoveland 1960;
Ostrom 1969) as a multifaceted construct. There are three types of attitudinal
components, namely, affective, cognitive and behavioral components. Sympathetic
nervous responses and verbal statements of affect are in the affective component;
overt actions and verbal statements concerning behavior are in the behavioral
component; and perceptual responses and verbal statements of beliefs are in the
cognitive component. In the present study, perceived quality and perceived credibility
will come under cognitive component, organizational attractiveness should be in the
category of affective component and behavioral component will comprise of intention
to apply. Researchers have argued that individuals first experience cognitive
component of attitude, followed by formation of affective attitude and finally
behavioral attitude in a stage by stage process (Wood 2000).
However Wilson and colleagues (2000) have put forward the Dual Attitude
Hypothesis which states that under certain conditions, individuals can form two or
more attitudes towards the same stimuli. Such attitudes are formed when individuals
receive stimulus for development of explicit (aware) as well as implicit (unaware)
attitudes simultaneously or one after another. An example of dual attitude is an
‗independent cognitive system‘ in which two attitudes- one implicit and one explicit
can germinate independent of one another (Greenwald and Banaji 1995). The two
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attitudes can coexist together with the implicit attitude influencing implicit behavior
and the explicit attitude influencing explicit behavior.
3.5.6 Research proposition 5
The external stimuli (preview-mode, testimonial-type and testimonial-source) may
trigger perceptions of quality, credibility, attractiveness and intention to apply either
in a holistic fashion or in a systematic fashion
The Heuristic-systematic model of information processing indicates that recipients
may either process a message in great detail or at a very rudimentary level depending
on to what extent they feel interested in the content. As is in the case of heuristic
information processing, it can also be derived from the theory of dual attitude that
people can develop and retain two different attitudes at the same time. Therefore, it
may be likely that attitudinal perception of quality and credibility may be formed at
the same time by the job-seekers. Similarly, job-seekers may form attractiveness
towards firms and develop intention to apply to the firm simultaneously. Therefore,
the effect of manipulations in preview-mode, testimonial-type and testimonial-source
may be cumulative on the dependent variables of interest. Hence Model I is proposed
(see figure 6) to test whether the cognition takes place in this route. The
corresponding sets of hypotheses which will be tested through Model I are as follows:
H 6: Job seekers‘ perception of quality, credibility, organizational attractiveness and
intention to apply will vary depending on different combinations of preview-mode
and testimonial-type
H6a: Job seekers’ perception of quality will vary depending on different combinations
of preview-mode and testimonial-type
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H6b: Job seekers’ perception of credibility will vary depending on different
combinations of preview-mode and testimonial-type
H6c: Job seekers’ perception of attractiveness will vary depending on different
combinations of preview-mode and testimonial-type
H6d: Job seekers’ intention to apply will vary depending on different combinations of
preview-mode and testimonial-type
H 7: Job seekers‘ perception of quality, credibility, organizational attractiveness and
intention to apply will vary depending on different combinations of preview-mode
and testimonial-source
H7a: Job seekers’ perception of quality will vary depending on different combinations
of preview-mode and testimonial-source
H7b: Job seekers’ perception of credibility will vary depending on different
combinations of preview-mode and testimonial-source
H7c: Job seekers’ perception of attractiveness will vary depending on different
combinations of preview-mode and testimonial-source
H7d: Job seekers’ intention to apply will vary depending on different combinations of
preview-mode and testimonial-source
H 8: Job seekers‘ perception of quality, credibility, organizational attractiveness and
intention to apply will vary depending on different combinations of preview-mode
and testimonial-source
H8a: Job seekers’ perception of quality will vary depending on different combinations
of testimonial-type and testimonial-source
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H8b: Job seekers’ perception of credibility will vary depending on different
combinations of testimonial-type and testimonial-source
H8c: Job seekers’ perception of attractiveness will vary depending on different
combinations of testimonial-type and testimonial-source
H8d: Job seekers’ intention to apply will vary depending on different combinations of
testimonial-type and testimonial-source
Figure 6: Research Model I
H 9: Job-seekers‘ perception of quality, credibility, organizational attractiveness and
intention to apply and recommend will vary depending on different combinations of
preview-mode, testimonial-type and testimonial-source taken together
H9a: Job-seekers’ perception of quality will vary depending on different
combinations of preview-mode, testimonial-type and testimonial-source
E Recruitment Design
Manipulations
-Featuring Realistic (RJP)
employee testimonials
-Hosting job related
Information through
company neutral platforms
-Presenting corporate
preview through audiovisual
medium
Perceived Quality of Online
Job Advertisement
Perceived Credibility of
Online Job Advertisement
Perceived Organizational
Attraction
Intention to apply
HEURISTIC INFORMATION PROCESSING
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H9b: Job-seekers’ perception of credibility will vary depending on different
combinations of preview-mode, testimonial-type and testimonial-source
H9c: Job-seekers’ perception of attractiveness will vary depending on different
combinations of preview-mode, testimonial-type and testimonial-source
H9d: Job seekers’ intention to apply will vary depending on different combinations of
preview-mode, testimonial-type and testimonial-source
Then again, it may be so that job-seekers will develop a systematic perception of
credibility and quality first and then attractiveness perception and intention to apply
following a cognitive-affective-behavioral route of attitude formation. This will be
tested through Model II (Refer figure 7). The central research question that is being
asked here is -can different levels of perceptions of quality and credibility, trigger
different levels of appreciation of organizational attractiveness and intention to apply
among jobseekers in a systematic manner? Based on this argument, the following
hypotheses have been formulated:
H10: Jobseeker‘s perceived organizational attraction and intention to apply will differ
depending on perceived quality of the firm‘s website
H10a: Job seekers’ perceived attractiveness will differ depending on perceived
quality of the firm’s website
H10b: Job seekers’ intention to apply will differ depending on perceived quality of the
firm’s website
H11: Jobseeker‘s perceived organizational attraction and intention to apply will differ
depending on perceived credibility of the firm‘s website
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H11a: Job seekers’ perceived attractiveness will differ depending on perceived
credibility of the firm’s website
H11b: Job seekers’ intention to apply will differ depending on perceived credibility of
the firm’s website
Next it is argued that job-seekers‘ perception of attractiveness and intention to apply
will differ depending on the mode of preview, the type of testimonial and the source
of the same. Drawing upon the theories of attitude formation and the TPB, it is being
proposed that if job and company related information is presented in corporate career
websites using combinations of audio-visual corporate previews, RJP based employee
testimonials and company independent platform to host such testimonials it will
enhance the attractiveness of the employer in the eyes of the job-seeker which in turn
will affect their intention to apply for job vacancies posted through the website of the
firm. Audio-visual mode of delivery can help in better processing of the information
and make the advertisement more appealing. Consequently, job seekers may develop
a favorable image of the organization and consider applying for a job there. Hence the
corresponding hypotheses are supposed to hold true in similar lines as H4 and H5 for
this situation as well.
Therefore, it is being proposed that
H 12: Job-seekers‘ perception of organizational attractiveness will differ for different
types of preview-modes, testimonial-types and testimonial-sources.
H 12a: Job seekers’ perception of attractiveness of online job advertisements will
differ depending on the mode of corporate preview
62
H 12b: Job seekers’ perception of attractiveness of online job advertisements will
differ depending on the type of content of employee testimonial
H 12c: Job seekers’ perception of attractiveness of online job advertisements will
differ depending on the source of employee testimonial
H13: Job-seekers‘ intention to apply will differ for different preview-modes,
testimonial-types and testimonial-sources.
H 13a: Job seekers’ intention to apply to online job advertisements will differ
depending on the mode of corporate preview
H 13b: Job seekers’ intention to apply to online job advertisements will differ
depending on the type of content of employee testimonial
H 13c: Job seekers’ intention to apply to online job advertisements will differ
depending on the source of testimonial
Next, as is evident from TRA, as well as systematic information processing theory,
job-seekers may first form perceptions of quality and credibility of the E-recruitment
message and then find the organization attractive as an employer. Finally this
attractiveness will lead to a higher intention to apply for job vacancies posted by the
firm. A third model, Model III will verify this theory (refer figure 8). Once again it is
being argued that manipulations in preview-mode, testimonial-type and testimonial-
source will create different perceptions in the minds of job-seekers with respect to the
online job advertisement‘s credibility and quality and the employer‘s appeal as a
career destination, and subsequently affect their intention to apply.
63
COGNITIVE-AFFECTIVE-BEHAVIORAL ATITTUDE FORMATION
Figure 7: Research Model II
Hence the following logic can be drawn that if the job-seekers consider the message
to be attractive, credible and persuasive due to certain manipulations in the mode of
preview, testimonial-type and source of testimonial, then they will experience a
higher state of perceived credibility and perceived quality. Consequently, the
attractiveness of the employer may also rise. This, in turn, will lead to a rise in intention
to apply. Following this, the job-seeker may engage in careful consideration of the
firm as a proper choice for their career. They may even try to leverage the brand
equity of the firm to confirm how this organization can provide a congenial work
environment for them. Finally, job-seekers will need all the cues that they can derive
from the firm‘s online appearance to decide whether or not to apply for job in the
firm. Hence the following hypothesis is being proposed:
H14: Job seeker‘s intention to apply to a firm will depend on perceived organizational
attractiveness towards the firm
Job Seeker’s
Cognitive Attitudes
Attraction
towards
Organizations
(Affective)
Intention to
Apply
(Behavioral)
Media credibility theory, Yale Persuasive
Communication Model (YPCM)
Source Credibility Framework
Brand Equity
Theory
Theory of
Reasoned
Action
Perceived
Credibility of
Online Job
Advertisement
(Cognitive)
Perceived
Quality of
Online Job
Advertisement
(Cognitive)
E Recruitment
Design
Manipulations
-Featuring Realistic
(RJP) employee
testimonials
-Hosting job related
Information through
company neutral
platforms
-Presenting corporate
preview through
audiovisual medium
Job Seeker’s Affective
& Behavioral Attitudes
64
SYSTEMATIC INFORMATION PROCESSING
As evident from the dual attitude hypothesis, two or more combinations of preview-
mode, testimonial-type and testimonial-source may evoke deeper cognition in the
minds of the job-seekers leading them to further ponder on the aspects of the job
advertisement‘s credibility and quality, regarding the attractiveness of the firm and
with respect to their intention to apply for job. The above propositions will be tested
through the hypotheses which should correspond to H6d, H7d, H8d, and H9d
respectively.
Figure 8: Research Model III
Therefore,
H 15: Job seekers‘ perception of organizational attractiveness and intention to apply
will vary depending on different combinations of preview-mode and testimonial-type
H15a: Job seekers’ perception of attractiveness will vary depending on different
combinations of preview-mode and testimonial-type
Advertisement source
[Company dependent /
Company independent]
Corporate preview
delivery mode
[Text/ Audio-visual]
Perceived E-
Recruitment
Website
Credibility
Perceived E-
Recruitment
Website Quality
Perceived
Organizational
Attractiveness
Intention to
apply for
job
YPCM
Cognitive Load Theory
Technology
Acceptance
Model ( TAM)
Brand Equity
Theory Signaling
theory
Theory of Reasoned
Action
Testimonial content
[Positive/ Realistic]
Yale Persuasive Communication Model
(YPCM)
TAM
65
H15b: Job seekers’ intention to apply will vary depending on different combinations
of preview-mode and testimonial-type
H 16: Job seekers‘ perception of organizational attractiveness and intention to apply
will vary depending on different combinations of preview-mode and testimonial-
source
H16a: Job seekers’ perception of attractiveness will vary depending on different
combinations of preview-mode and testimonial-source
H16b: Job seekers’ intention to apply will vary depending on different combinations
of preview-mode and testimonial-source
H 17: Job seekers‘ perception of organizational attractiveness and intention to apply
will vary depending on different combinations of preview-mode and testimonial-
source
H17a: Job seekers’ perception of attractiveness will vary depending on different
combinations of testimonial-type and testimonial-source
H17b: Job seekers’ intention to apply will vary depending on different combinations
of testimonial-type and testimonial-source
H 18: Job-seekers‘ perception of organizational attractiveness and intention to apply
will vary depending on different combinations of preview-mode, testimonial-type and
testimonial-source taken together
H18a: Job-seekers’ perception of attractiveness will vary depending on different
combinations of preview-mode, testimonial-type and testimonial-source
66
H18b: Job seekers’ intention to apply will vary depending on different combinations
of preview-mode, testimonial-type and testimonial-source
3.5.7 Research Proposition 6
Preview-mode, testimonial-type and testimonial-source will moderate the
relationship between perceived quality, perceived credibility and organizational
attractiveness
Finally a separate analysis is conducted to test whether the experimental
manipulations can moderate the inter-relationships between the independent variables
and dependent variables, and whether there is any evidence of mediation with respect
to the variables of interest. To test this proposition a Structural Equation Model has
been developed (refer to figure 9).
Figure 9: Structural Model for testing Moderated-Mediation Effect
Perceived Quality
Perceived
Credibility
Organizational
Attractiveness
Intention to
Apply
Preview-mode
Testimonial-type
Testimonial-source
67
It is opined that the relationship between perceived quality and organizational
attractiveness will be moderated by the type of preview-mode used by the firm to
describe its corporate profile to prospective applicants. This should be because if the
profile is audio-visual, then it will create a better perception regarding the website‘s
quality and this may enhance the richness of the medium and make the message
appear to be more believable. Consequently, it will trigger a positive perception of
brand equity in the minds of the job-seeker thus creating a higher sense of firm
attractiveness.
Similarly, it is being reasoned out that if the testimonial is realistically framed, it will
create a higher perception of quality and credibility as per TAM and YPCM. This
may create a greater sense of appreciation regarding the honesty of the firm and
indirectly make the firm more attractive. Also, if the firm does not provide the
testimonials themselves but direct job-seekers to third party blogs to view the
testimonials, it may likewise create a greater sense of authenticity and trustworthiness
for the message which again follows from TAM and YPCM.
It can be also argued through theory of planned behavior as well as the systematic
information processing theory that perceived quality and perceived credibility will be
initially affected by the treatment variables and then organizational attractiveness
perceptions will be formed. Following this, intention to apply to the firm will get
shaped. Therefore there is a possibility that organizational attractiveness will mediate
the path between perceived quality and intention to apply and the path between
perceived credibility and intention to apply.
Therefore it is being hypothesized that:
H 19: The relationship between perceived quality and organizational attractiveness
will be moderated by preview-mode, testimonial-type and testimonial-source
68
H 19a: The relationship between perceived quality and organizational attractiveness
will be moderated by preview-mode
H 19b: The relationship between perceived quality and organizational attractiveness
will be moderated by testimonial-type
H 19c: The relationship between perceived quality and organizational attractiveness
will be moderated by testimonial-source
H 20: The relationship between perceived credibility and organizational attractiveness
will be moderated by preview-mode, testimonial-type and testimonial-source
H 20a: The relationship between perceived credibility and organizational
attractiveness will be moderated by preview-mode
H 20b: The relationship between perceived credibility and organizational
attractiveness will be moderated by testimonial-type
H 20c: The relationship between perceived credibility and organizational
attractiveness will be moderated by testimonial-source
3.5.8 Research Proposition 7
Organizational attractiveness will mediate the relationship between perceived
quality, perceived credibility and intention to apply
It can also be further derived from TRA that in case of systematic information
processing, job-seekers may first make judgment about the credibility of the message
and the quality of presentation of the message. After this, the next stage of cognition
will involve perception regarding the attractiveness of the firm as a potential
employer, followed by the applicants‘ overall intention to apply for the job.
69
Therefore, there is a possibility that organizational attractiveness will mediate the
relationship between perceived quality and intention to apply and the relation between
perceived credibility and intention to apply.
H 21: The relationship between perceived quality and intention to apply will be
mediated by organizational attractiveness
H 22: The relationship between perceived credibility and intention to apply will be
mediated by organizational attractiveness