自1996年Arthur & Rousseau提出「無彊界生涯(boundaryless career)」的職涯新型態以來，職涯研究出現新的視角，形成新的職涯研究觀。同時，基於國內圖書出版產業已經形成了以產業為脈絡的人力資源體系。所以，筆者覺得產業從業人員應該存在著「以品牌概念經營職涯」的現象，故發展本研究來驗證之。首先，在理論探討中結合職涯管理與個人品牌理論兩者，形成本研究之理論基礎。其次，建構本研究衡量職涯取向、個人品牌化、以品牌概念經營職涯的認同程度之量表。最後，使用結構方程模型來分析三者的關係。 驗證的方式是從圖書出版產業人員，經由滾雪球抽樣所得到的258位樣本的結果顯示，從職涯管理的觀點來看，職涯取向與個人品牌化和以品牌概念經營職涯有直接效果。從個人品牌的觀點來看，個人品牌化與以品牌概念經營職涯管理有直接效果。整體而言，個人品牌化對職涯取向與以品牌概念經營職涯有間接效果。此一實證結果和理論推導的結果相同，顯示台灣圖書出版產業人員存在著以品牌概念經營職涯的行為。 This research theoretically combines concepts of career management and personal branding to form a new foundation for empirical examination. A comprehensive evaluation chart to measure personnel career orientation, personal branding, and accepting individual branding as a main strategy in career management is constructed. In analyzing the relations between these three concepts using structural models, this research aims to empirically assess the prevalence of personal branding in career management. In addition, the publishing industry in Taiwan is exemplified in showing the significance of personal branding as career management, especially with its human resource systems sensitive to industrial contexts. The results from 258 questionnaire responses generated by snow ball sampling in Taipei area confirmed these theoretical reasoning. It shows that, from the career management perspective, career orientations and personal branding are directly related with individual branding as main strategy in career management. Similarly, from the viewpoint of individual branding, personal branding is directly related with the individual branding as main strategy in career management. In summary, individual brand construction is indirectly related to personal brand concept in career management and personal career orientations. Hence this research argues that personal branding is applicable in understanding career management and individual behavior.
