47
5.9 AIDA
5.8
Mean SD Min Max 1 2 3 4 5
1. ! 10,064 4,371 1,786 20,529
2. 13.4 7.0 2 32 0.92**
3. 14,114 8,992 731 38,540 0.69** 0.75**
4. 57.0 35.5 3 152 0.55** 0.67** 0.73**
5. 1,644 1,248 182 5,297 0.74** 0.79** 0.91** 0.67**
6. 29.4 12.8 5 58 0.81** 0.84** 0.83** 0.65** 0.76**
a
N= 50 * p < 0.05 ** p < 0.01
48
5.9 AIDA
1. / 45.38%
2. / 0.813%
3. / 0.095%
4. / 1.791%
5. / 0.209%
6. / 11.647%
7. / 0.404%
49
5.10
168.42** 1019.20+ 835.18 1127.57+ 575.40
-13.52** 840.37 699.46 870.18 778.53
8.48+ 1627.42+ 1536.35+ 1687.84* 1522.47*
1,086.91* 144.73+ 88.23 172.50** 61.76
861.00 -13.72** -13.03** -13.42** -10.02**
1,683.01* 7.91 8.09 8.68+ 4.60
0.04
0.95
-2.82
156.37**
50
5.11
0.28** 1.59+ 1.30 1.39 1.06
-0.02** 0.51 0.22 0.49 0.47
0.02* 1.67 1.57 1.86 1.66
1.88* 0.18 0.10 0.23** 0.11
0.60 -0.02** -0.02** -0.02** -0.01+
1.91 0.02* 0.02* 0.02* 0.01+
0.00
0.00*
0.03
0.25**
51
5.12
52
6.1
、、
( 6.1) 、
1
(Corbitt et al., 2003)
2 Facebook
：
：
53
、
、
、
(Park et al., 2012; Reibstein, 2002)
、
、
（
AIDA
54
6.1
6.2
、
(1) Facebook (Curran et al.,
2011)
(2) 」
」
(Granados et al., 2012; Lee & Joshi, 2007)
Model1 Model2 Model3 Model4
1. -0.46 -0.50 -0.65+
2. -0.04 -0.04
3. 0.04
4. 「 0.07 2.64 2.65 1.92
5. 1.93 4.83 2.70 2.65
6. 2.46 3.82 6.19 5.54
Constant 65.04** 63.02** 95.90** 91.08**
adjusted R2 0.0055 0.0506 0.0883 0.1127
55
。 (Kahn,
1998) (3)
(Granados et al., 2012; Lee & Joshi, 2007; Liu et al., 2008)
(4) (Bloomfield,
2014; Hutter et al., 2013)
( & , 2014)
Cvijikj and Michahelles (2013) 、
6.3
： ：
：
56
， ， ，
， ，
， ：
：
：
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