การรับรู้ภาพลักษณ์และความตั้งใจสมัครงานที่ บริษัท โอสถสภา จำกัด ของคนรุ่นใหม่

Abstract

The research objectives were to survey the new generation’s perceptions towards Osotspa’s image, media exposure of Osotspa information, job-applying intention at Osothspa, and to test the relationship between the perception towards Osotspa’s image and job-applying intention as well as the relationship between media exposure and the perception towards Osotspa’s image. The research methods employed included both qualitative and quantitative. In- depth interview of 10 persons, identified as university students and new graduates, was used to gain insight about job-applying intention and Osotspa’s image perceptions. Another method was a survey research. Questionnaires were used as the instrument in collecting data. The sample consisted of 400 university students and graduates regarded as new generation in the study.

The research findings showed that the highest mean of media exposure of Osotspa’s information was the exposure via television (4.03), followed by internet (3.72), and newspaper (3.26), while the overall job- applying intention at Osotspa was found in moderate level (3.00). The overall mean of the perception towards Osotspa’ s  image was 3.80.  The image statement, which contained the highest mean (4.25), was “Osotspa  is a long-established corporation.” The two hypotheses were tested and confirmed. Firstly, the perception towards Osotspa’s image was related to job- applying intention. Secondly, the media exposure of Osotspa information was related to the perception towards Osotspa’s image.