National Kaohsiung University of Applied Sciences Institutional Repository:Item 987654321/10427

ᢀӀၯ኷୔ၯ࠼ᡏᡍᆶཥڻଓ؃ჹᅈཀࡋᆶՉࣁཀკϐቹៜ

Effects of Tourist Experience and Novelty Seeking on Satisfaction and

Behavioral Intention for Amusement Park

Һᆢ༹*William Jen चഩണ**Kai-Chieh Hu Ц᜻൏***Peng-Yao Wang ݅୯ሎ******** Kuo-Ming Lin ԏҹВයǺ97 ԃ 3 Д 24 ВǹௗڙВයǺ97 ԃ 7 Д 13 В

!

ᄔ!ा!

߈ԃٰςԖཇٰཇӭޑࣴز௖૸ၯ࠼ՉࣁཀკᆶᡏᡍՉᎍϐ໔ޑᜢ߯Ǵε೽ ϩޑࣴز่ࣣ݀ࡰрǺᢀӀ཰ޣӵૈׯ๓౜໘ࢤԖᜢᡏᡍՉᎍόى܈લѨϐೀǴ ൩ૈගଯၯ࠼ޑᅈཀࡋǵख़ၯϷ௢ᙚཀკǶฅԶԜዴࢂᢀӀ཰ޣ܌ᜢݙޑขᗺǴ ՠࠅ҂Ѹࣁၯ࠼ҁي܌ӧЯǶӢԜǴҁࣴزଷ೛ၯ࠼ۘӸԖ΋Ȩ௖઩ཀკȩǴЪԜ ௖઩ཀკ࣬ၨܭख़ၯϷ௢ᙚཀკǴ܈೚׳ૈϸࢀၯ࠼ჹܭਓၯҞޑӦϐᒧ᏷Ƕ຾ Զவၯ࠼ޑᢀᗺǴ௖૸ၯ࠼ᡏᡍǵཥڻଓ؃Ϸᅈཀࡋჹ௢ᙚǵख़ၯᆶ௖઩ཀკޑ ቹៜᜢ߯Ǵа୯ϣ๱ӜϐΒೀၯ኷୔ჴӦၯވϐၯ࠼ࣁჴ᛾ࣴزჹຝǴ٠а่ᄬ БำኳԄբࣁЬाϩ݋πڀǶࣴز่݀ᡉҢǺၯ࠼ዴჴӸԖ௖઩ཀკǴЪၯ࠼ό ՠ཮ӢځԾيჹཥڻଓ؃ޑ໼ӛԶౢғ௖઩ཀკǹ΋ԛऍӳޑਓၯᡏᡍӧගଯ௢ ᙚᆶख़ၯཀკޑӕਔǴҭஒ཮ӕਔڈᐟၯ࠼ౢғ௖઩ཥ٣ނޑཀკǶ ᜢᗖຒǺ௢ᙚཀკǵख़ၯཀკǵ௖઩ཀკ

Abstract

There has been increased attention given in the tourism study to the relationship between consumer behavioral intention and experiential marketing. Most of these empirical studies suggested finally that if the tourism industry could improve the lack or insufficiency of experiential factors which represented unsatisfactory, it would be able to enhance the tourist’s satisfaction, intention to return and willingness to recommend the destination. However, it’s indeed important to the tourism industry, but perhaps not *

୯ҥҬ೯εᏢ!ၮᒡࣽמᆶᆅ౛Ꮲس!ୋ௲௤)೯ૻբޣ*!

Professor, Dept. of Transportation Technology and Management, National Chiao Tung University, Corresponding Author

**

໒ࠄεᏢ ނࢬᆶૐၮᆅ౛Ꮲسշ౛௲௤

Assistant Professor, Dept. of Department of Logistics and Shipping Management, Kainan University

***_{୯ҥҬ೯εᏢ ၮᒡࣽמᆶᆅ౛Ꮲس ࣴزғ}

Graduate Student, Dept. of Transportation Technology and Management, National Chiao Tung University

****_{໒ࠄεᏢ ᡏػ࠻ շ౛௲௤}

necessarily to tourist. This study assumed further that another behavioral intention termed “exploratory intention” might exist, and compared with intention to return and willingness to recommend, exploratory intention perhaps can explain the destination decision even more. From the point of view of tourist, this study focused on the relationship between the tourist experience, novelty seeking, satisfaction, willingness to recommend, intention to return and exploratory intention. Afterward tourists at two popular amusement parks were investigated and a structural equation model was used for theory testing and development. The results show tourist actual owned the exploratory intention, not only derived from one’s level of novelty seeking, but gained from once wonderful tour experience. Despite a wonderful tour experience can increase one’s satisfaction and intention to return, it also stimulates people to visit another destination by the same way to fulfill the desire of next tour.

Keywords: willingness to recommend, intention to return, exploratory intention.

൘ǵᆣፕ!

΋ǵࣴزङඳᆶ୏ᐒ ᒿ๱ౢࠔՉᎍᢀۺޑᄽ຾ᆶว৖ǴᡏᡍՉᎍޑཷۺ೴؁೏ЇΕ੃຤ޣՉࣁࣴ زޑሦୱǶ೚ӭڀᝡݾΚޑҾ཰೴ᅌཀ᛽ډҾ཰ޑᝡݾᓬ༈٠ߚѝࢂٰԾܭౢࠔ ബཥǵՉᎍ܈ሽ਱ᝡݾ฻฼ౣǴԶࢂӧܭ๏ϒ៝࠼΋ঁԖሽॶޑᡏᡍǶ྽Ҿ཰܌ ගٮޑౢࠔϷ୍ܺᆶᝡݾჹЋޑӕ፦܄ຫٰຫଯਔǴ҂ٰޑՉᎍᏯ൑ஒ໣ύܭ੃ ຤ᡏᡍޑࡌҥ(Pine and Gilmore, 1998)ǶऩஒԜᢀۺᔈҔӧᢀӀౢ཰Ǵ߾൩੃຤ޣ فࡋԶقǴόፕ߻۳ব΋ೀਓၯඳᗺǴၯ࠼നಖ֡යఈૈᕇள΋ঁзΓᅈཀޑҶ ໕ਓၯᡏᡍǶ ٩Ҭ೯೽ᢀӀֽ(2001)ࡰрǴ߈ԃٰӄౚޑᢀӀว৖εठև౜Οεᖿ༈Ǻཥᑫ ਓၯඳᗺޑόᘐᘺଆǵᢀӀౢࠔޑӭኬϯаϷਓၯඳᗺᝡݾқ዗ϯǶՠय़ჹӵԜ ౲ӭЪӭኬϯޑਓၯඳᗺǴၯ࠼ࢂӵՖᒧ᏷ҁԛ܈Π΋ԛޑрၯӦᗺګǻၸѐࣴ زςว౜ǴᢀӀӦཀຝ཮ቹៜၯ࠼ჹਓၯҞޑӦϐᒧ᏷ǴҭջᡏᡍՉᎍǵᢀӀӦ ཀຝǵᅈཀࡋϷՉࣁཀკϐ໔཮Ԗ࣬ϕቹៜᜢ߯(؇຾ԋǵᄃऩׂǵڬ։ְǴ2005ǹ ߋࠧᇬǴ2005ǹഋؙོǴ2004ǹ᚟ႳᝬǴ2005)Ƕՠၯ࠼ޑՉࣁཀკҁيࢂڀԖӭ ख़ޑཀ఼ǴନΑၸѐࣴزத௖૸ޑ௢ᙚཀკϷख़ၯཀკаѦǴ഻ӳଓ؃ཥڻޑၯ ࠼۳۳ό཮ख़ፄ߻۳ӕ΋ਓၯඳᗺǴԶ཮གྷѐ௖઩ځдۘ҂ѐၸޑӦБаᕇள׳ ӭޑ኷፪ǴԜᅿՉࣁཀკҁࣴزᆀϐࣁȨ௖઩ཀკȩǶਥᏵCrompton(1979)Ϸ Dann(1981)฻ᏢޣϐࣴزࡰрǴΓॺ཮ӢࣁགྷᅈىԾيᅿᅿޗ཮Ј౛ሡ؃Զ෰ఈѐ ਓၯǴԶਓၯҞޑӦϐᐱ੝֎ЇΚ߾ԖշܭှញΓॺჹܭਓၯҞޑӦϐᒧ᏷Ǵځ ύཥڻଓ؃(novelty seeking)ջࢂ΋ঁᜢᗖ܄ޑਓၯ୏ᐒǴΓॺёૈ཮Ӣࣁགྷᡏᡍ

ཥڻکόӕޑ٣ނԶவ٣ਓၯࢲ୏Ǵ຾Զᅈىځჹཥڻǵڈᐟޑ෰ఈ(Lee and Crompton, 1992)Ƕၯ࠼ёૈᙖҗਓၯаᅈىځᅿᅿޗ཮Ј౛ሡ؃ǴԶΠ΋ԛޑਓၯ ёૈϝᙑࢂӧ൨؃Π΋ԛޑᅈىǴՠࠅ҂Ѹाᒧ᏷ӧӕ΋ೀਓၯඳᗺύᕇளǶࣗ ԿёᇥǴջ٬ϐ߻ޑਓၯ࿶ᡍࢂԖ፪܈ඍזޑǴၯ࠼ჴሞޑΠԛਓၯඳᗺ۳۳ᗋ ࢂ཮ᒧ᏷ؒԖѐၸޑਓၯඳᗺǶ ၸѐԖᜢཥڻଓ؃ޑࣴزǴӭࢂ๱ख़ӧ໒วᑽໆၯ࠼ཥڻଓ؃ϐໆ߄Ǵ٠а Ԝٰϩ݋ၯ࠼ՉࣁǴϿԖ຾΋؁ѐ௖૸ཥڻଓ؃ᆶՉࣁཀკޑᜢ߯Ƕՠࢂჹਓၯ ੃຤ޣԶقǴ؂ԛѐӕኬޑӦБΦΑΨ཮᝺ளค፪ǴԶ཮Ԗ௖઩ځдؒԖѐၸޑ ਓၯඳᗺϐཀკౢғǴԜ΋Չࣁཀკک΋૓ࣴز܌௖૸ޑ௢ᙚϷख़ၯཀკԖࡐε ޑόӕǴԶၸѐࣴزҭલЮԜ΋ፐᚒޑ௖૸ǴӢԶЇଆҁࣴزϐ୏ᐒǶҁࣴز჋ ၂வၯ࠼ޑᢀᗺǴ٠ᙖҗځдЈ౛౛ፕᇶշǴа௖૸ၯ࠼ᡏᡍǵཥڻଓ؃Ϸᅈཀ ࡋჹၯ࠼Չࣁཀკϐቹៜᜢ߯Ƕӕਔҁࣴز٠຾΋؁ଷ೛Ǵӧၯ࠼ڀԖཥڻଓ؃ ໼ӛޑ੝܄ϐΠǴၯ࠼ޑՉࣁཀკύۘӸԖ΋Ȩ௖઩ཀკȩǴЪ࣬ၨܭख़ၯཀკǴ Ԝ௖઩ཀკ܈೚׳ૈϸࢀၯ࠼҂ٰᒧ᏷ਓၯҞޑӦϐ،฼ՉࣁǶ ᆕ΢܌ॊǴҁࣴزϐҞޑջӧᡍ᛾ၯ࠼ࢂցዴჴӸԖ௖઩ཀკǴ٠௖૸Ԝ௖ ઩ཀკᆶၯ࠼ᡏᡍϷཥڻଓ؃ޑᜢ߯ǹ຾Զϩ݋ၯ࠼ᡏᡍǵཥڻଓ؃Ϸᅈཀࡋჹ ௢ᙚǵख़ၯϷ௖઩ཀკΟޣϐቹៜǴаϷว௚ԜΟᅿՉࣁཀკϐৡ౦ᆶ੝܄Ǵന ࡕ߾ᙖҗԜჴ᛾ࣴزǴаᡍ᛾ҁࣴز܌ࡌҥϐࣴزኳԄаϷӚᄬय़ϐ໔ޑᜢ߯ࢂ ցԋҥǴ٠ගрᏢ౛Ϸᆅ౛ჴ୍΢ޑଅ᝘ǴаϷҁࣴزϐࣴزज़ڋᆶࡕុࣴزϐ ࡌ᝼Ƕ!

ມǵЎ᝘௖૸!

΋ǵၯ࠼ᡏᡍ! Holb Schm

rook and Hirschman(1982)ஒᡏᡍޑཷۺЇΕ੃຤ϷՉᎍޑሦୱǴځࡰр੃຤ ޣޑᡏᡍΏࢂٰԾܭჹགྷႽǵ௃གᆶ኷፪ޑଓ؃ǶPine and Gilmore(1998)߾ගрᡏ ᡍ࿶ᔮਔжޑٰᖏǴ٠ஒ࿶ᔮሽॶޑᄽ຾ϩࣁѤঁ໘ࢤǺаၭౢࠔࣁЬޑၭ཰࿶ ᔮǵ୘ࠔࣁЬޑπ཰࿶ᔮǵख़ຎ୍ܺࠔ፦ޑ୍ܺ࿶ᔮǴനࡕᄽ຾ډமፓ٬Ҕޣᡏ ᡍޑᡏᡍ࿶ᔮǶӧԜᡏᡍ࿶ᔮਔжǴᡏᡍࢂ΋ᅿзΓᜤבޑ࿶ᔮౢࠔǴؒԖΓޑ ᡏᡍ཮ֹӄ΋ኬǶSchmitt(1999)ගрȨᡏᡍՉᎍȩޑᢀۺǴځࡰр៝࠼ޑᡏᡍࢂჹ ࢌ٤ڈᐟ܌ౢғޑӣᔈǴ೯தόࢂԾวޑԶࢂᇨวޑǴԶՉᎍޑҞޑ൩ࢂࣁ៝࠼ ബ೷΋ঁԖሽॶޑᡏᡍǶϞВ៝࠼ςஒౢࠔ܄ૈǵਏ੻ᆶࠔ፦ǴаϷ΋ঁ҅य़ޑ ࠔจ׎ຝຎࣁ౛܌྽ฅϐ٣Ǵ៝࠼຾΋؁གྷाޑࢂздॺག۔ཀྵ੾ǵૈ᝻୏дॺ ޑЈᡫᆶڈᐟдॺЈࡘޑౢࠔ܈Չᎍᡏᡍ(Цػमǵఉ᐀៩᝿Ǵ2000)ǶᄃߪᏂ(2004) ҭࡰрǴᡏᡍՉᎍமፓाஒ੃຤ޣຎࣁ΋౛܄ک௃གঋڀޑ୏ނǴՉᎍΓ঩໪ո Κᇨวᆶ੃຤ޣ࣬ᜢޑᡏᡍǴ٬ϐᕇளᇡޕک௃ག΢ޑֹ᏾ᇡӕǶ itt(1999)٠ගрΑх֖ག۔ǵ௃གǵࡘԵǵՉ୏ǵᜢᖄ฻ϖঁᡏᡍ׎Ԅϐ฼ ౣᡏᡍኳಔǴ೸ၸᡫࢲၮҔԜᡏᡍኳಔаࣁ៝࠼ബ೷όӕޑᡏᡍǶځύག۔ᡏᡍ

ࢂ࿶җڈᐟག۔аബ೷ޕ᝺ᡏᡍǴගٮऍᏢޑඍ৹ǵᑫᏟᆶᅈىǹ௃གᡏᡍࢂӧ ᝻୏៝࠼ϣЈޑ௃གᆶ௃ᆣǴаЇว੃຤ޣౢғ௃ག΢ޑӅሳǹࡘԵᡏᡍࢂӧᇙ ೷ᡋڻǵЇଆᑫ፪ᆶࡷଆ៝࠼຾Չ໣ύᆶϩණޑࡘԵǹՉ୏ᡏᡍࢂࣁ៝࠼ബ೷ό ΋ኬޑيᡏᡏᡍǵғࢲࠠᄊᆶϕ୏БԄǴаᙦ൤៝࠼ޑғࢲǹᜢᖄᡏᡍ߯ஒঁΓ ᆶ΋ঁࠔจ़ғϐޗ཮ЎϯౢғᜢᖄǴவԶࡌҥ΋மԶԖΚޑࠔจᜢ߯ᆶࠔจޗ ဂǶ Զᡏᡍ׎Ԅޑख़ᗺ཮Ӣౢ཰Ϸ੃຤ޣ੝܄ϐόӕԶ౦Ǵӵഋؙོ(2004)ǵܴ݅ ᎔(2005)ǵ஭Ўە(2005)ǵ໳ࢀ◚(2005)ǵ૲⽋ᐇ(2003)฻ࣴزࣣࢂаSchmitt(1999) ࡌᄬϐϖঁᡏᡍኳಔٰ௖૸Ьᚒၯ኷༜ǵඳᢀڜଢ଼᡺ǵҶ໕ၭ൑ǵਜ۫฻ϐᡏᡍ Չᎍ฼ౣϷ࣬ᜢࣴزǹԶֆٰᓉ(2003)ǵ஭ᛏಹ(2003)฻Ꮲޣ߾߯ஒϖঁᡏᡍኳಔ ั଺অ҅Ǵ໻а௃གǵࡘԵǵՉ୏ǵᜢᖄᡏᡍϩձ௖૸ᓓ໯཰ϷᖼނύЈϐ୘۫ ਻ݗჹ੃຤ޣᡏᡍϐቹៜǶՠᡏᡍՉᎍޑ୷ҁᢀۺϝࢂ΋ठǴࣣӧܭബ೷рзΓ ᅈཀޑᡏᡍǶ ฅԶ༼᏾΢ॊ࣬ᜢЎ᝘ёޕǴ௖૸ԜᡏᡍՉᎍᄬय़ϐϪΕفࡋεठёཷϩࣁ ΒᜪǴ΋ᜪࢂவҾ཰௦ҔᡏᡍՉᎍ฼ౣϐ௃׎ᆶਏ݀य़ϪΕǹќ΋ᜪ߾ࢂவ੃຤ ޣ੃຤ᡏᡍޑ׎Ԅᆶϣ఼य़ϪΕǶҁࣴزᇡࣁǴၯ࠼܈೚ӧрၯ߻ջς೸ၸ൞ᡏ ቶ֋ǵᒃ϶௢ᙚ฻൞ϟǴᕇޕ཰ޣ௢рΑՖ໨ཥ೛ࡼ܈ࢲ୏Ǵՠ҂Ѹӧрၯ߻ջ ςӄዬᕕှ཰ޣ܌௦Ҕϐ܌ԖᡏᡍՉᎍ฼ౣǴ຾ԶӧΕ༜ਔڅཀଞჹ؂໨Չᎍ฼ ౣѐᡏᡍགڙǶࡺҁࣴزᒧ᏷வၯ࠼ᡏᡍ๱ЋǴ჋၂வၯ࠼ޑفࡋٰࡘԵǴ٩ Schmitt(1999)ࡌᄬϐϖঁᡏᡍ฼ౣኳಔٰ௖૸ၯ࠼ӧག۔ǵ௃གǵࡘԵǵՉ୏Ϸᜢ ᖄ฻ᄬय़ᕇளΑՖᅿޑᇡޕᆶᡏᡍགڙǶ! ! Βǵཥڻଓ؃! ਥᏵDann܌ගрϐ௢܎౛ፕࡰрǴΓॺϐ܌аགྷाਓၯǴЬाڙډ௢ǵ܎ٿ ᜪ୏ᐒ܌ቹៜǴځύ௢ޑ୏ᐒࢂঁΓϣЈޑޗ཮Ј౛Ӣન܌೷ԋǴᙖҗ΋፩ਓၯ аᅈىځᅿᅿޗ཮Ј౛ሡ؃ǴаԜёှញΓॺჹਓၯޑ෰ఈǹ܎ޑ୏ᐒ߾ࢂڙډ ਓၯҞޑӦϐ੝ۓ֎ЇΚ܌ᐟଆǴаԜёှញΓॺჹܭਓၯҞޑӦϐᒧ᏷Չࣁ (Dann, 1981) Ƕ Crompton(1979) ຾ ΋ ؁ ග р ޗ ཮ Ј ౛ – Ў ϯ ೱ ុ (socio psychological-cultural continuum)ޑཷۺǴځޗ཮Ј౛୏ᐒջӧڥᔈ௢ޑ୏ᐒǴЬा х֖Α଒ᚆШ߫ᕉნǵܫ᚞ǵ௖઩ǵӜఈǵϸᐶᘜ੿ǵߦ຾ޗ཮ϕ୏аϷቚமᒃ ϶ᜢ߯…฻ሡाǹԶЎϯ୏ᐒ߾ࢂӧڥᔈ܎ޑ୏ᐒǴЬाх֖ཥڻϷ௲ػΒᅿ୏ ᐒǶځύ௲ػޑਏ੻ٰԾܭၯ࠼዗Ϫ෰ఈѐ௖઩ᆶᏢಞਓၯҞޑӦϐޗ཮ᐕўቫ य़ǴԶၯ࠼ჹܭᡏᡍཥڻᆶό΋ኬޑ٣ނ׳ࢂၯ࠼ᒧ᏷ਓၯҞޑӦന୷ҁޑ୏ᐒǶ җԜёޕǴཥڻଓ؃ࢂ΋ঁᜢᗖ܄ޑਓၯ୏ᐒǴΓॺёૈ཮Ӣࣁགྷᡏᡍཥڻ کόӕޑ٣ނԶவ٣ਓၯࢲ୏Ǵ຾Զᅈىځჹཥڻǵڈᐟޑ෰ఈ(Lee and Crompton,

1992)ǶBello and Etzel(1985)ࡰрǴԖ٤Γ཮ᒧ᏷ᆶдॺВதғࢲׯᡂၨλޑਓၯǴ

೭٤ৡ౦௃׎ǶBerlyne(1966)ගрཥڻᆶ௖઩Չࣁϐ໔ޑᜢ߯Ǵځᇡࣁ௖઩Չࣁ߯ ӢঁΓޑӳڻЈڙډཥڻᕉნޑെᒬԶౢғޑ΋ᅿ߄౜ǴЪ΋ঁ഻៿޸ཇӭਔ໔ ѐ௖઩ཥڻڈᐟޑΓǴځ࣬ჹ཮޸ཇϿޑਔ໔ѐ௖઩ಃΒԛٗ٤මᡏᡍၸޑڈ ᐟǹඤѡ၉ᇥǴཥڻޑڈᐟගଯΑ௖઩ՉࣁǶ ԜѦǴၯ࠼Ϻғჹܭଓ؃Ϸ٦ڙཥڻᡏᡍޑኅఈ٠ό࣬ӕǴЪԜৡ౦཮ቹៜ ځჹܭਓၯҞޑӦϐᒧ᏷Ǵࢂࡺऩૈᕕှၯ࠼෰ఈᡏᡍཥڻޑำࡋǴߡёႣෳၯ ࠼ёૈᒧ᏷ޑਓၯҞޑӦϐ୔ՏϷᜪࠠ(Lee and Crompton, 1992)Ƕځ٠ว৖рҗ᠞ ཊǵׯᡂғࢲᄍٯǵ෧ᇸჇ॰གϷᡋڻ฻Ѥঁय़ӛ܌ಔԋϐཥڻଓ؃ໆ߄ٰᑽໆ ၯ࠼ϐཥڻଓ؃໼ӛǴځύ᠞ཊ߯ࡰ΋ᅿзΓᑫᏟޑᡏᡍǴёૈх֖๱ढ़ғǵӒ ᓀϷ҂ޕޑ॥ᓀǹׯᡂғࢲᄍٯ߯மፓΓॺሡाׯᡂǴԶਓၯගٮΓॺѐᡏᡍό ӕޑᕉნᆶғࢲǹ෧ᇸჇ॰ག߯ӧ൨؃׳ӭߍӭ࠮ޑڈᐟǴаඹж΋ԋόᡂޑғ ࢲǹᡋڻ߾ӧᑽໆঁΓ೛གྷᆶჴሞᕉნڈᐟٿޣϐ໔ޑပৡ܌ౢғޑ΋ᅿཀགྷό ډޑག᝺ǶҗܭLee and Cromptonว৖ϐཥڻଓ؃ໆ߄මܭᗬ୯ޑЬᚒၯ኷༜ (Jeong and Park, 1997)Ϸ୯ϣޑচՐ҇Ўϯ༜୔(ԙᅚ׊Ǵ2004)೏ԋфᡍ᛾ǴԶҁ ࣴزటᡍ᛾ϐࣴزጄൎϷჹຝҭࣁᢀӀၯ኷୔ϐၯ࠼ǴӢԜҁࣴزҭ௦ҔԜཥڻ ଓ؃ໆ߄ٰ௖૸ၯ࠼ϐཥڻଓ؃໼ӛჹځдᄬय़ϐቹៜǶ!

!

Οǵᅈཀࡋ! Kotl

ahchez and Sanchez(2001)ᇡࣁǴၯᏨᅈཀࡋࢂၯ࠼ჹၯᏨᐕำޑ᏾ᡏຑ ሽǹ

ǵՉࣁཀკ!

ࡰ੃຤ޣӧ੃຤ࡕǴჹܭౢࠔ܈Ҿ཰܌ёૈ௦ڗϐ੝ۓՉࣁ໼ӛ (Eng

er(1997)ᇡࣁǴ੃຤ޣޑᅈཀࡋٰԾܭౢࠔᖼວ߻ޑႣයᆶᖼວࡕޑᇡޕǴΒ ޣ࣬ၨϐࡕ܌׎ԋϐඍ৹܈ѨఈޑำࡋǶCronin, Brady and Hult (2000)ۓကᅈཀࡋ ࢂ΋ᅿ௃ག΢ޑຑ՗Ǵϸࢀр੃຤ޣӧᏱԖ܈٬Ҕࢌঁ୍ܺਔǴ܌཮ᕇளޑ΋ᅿ ҅य़௃ག΢ޑᅈىǶӧᢀӀሦୱύǴBaker and Crompton(2000)ᇡࣁᅈཀࡋࢂঁΓ ࿶ၸᡏᡍϐࡕޑЈ౛ᆶ௃གރݩǴڙډᅿᅿޗ཮Ј౛ӢનϷѦғӢનϐቹៜǴ܌ ׎ԋޑ΋ᅿᄊࡋ߄౜ǶЪᏃᆅၯ࠼Ӣཥڻଓ؃໼ӛόӕԶჹܭਓၯࠠԄԖόӕޑ ᒧ᏷Ǵՠ೿ૈӧӚԾ഻ӳޑਓၯࠠԄύᕇளჹᔈޑᅈى(Bello and Etzel, 1985)Ƕ

Bigne, S Day(1977)߾ᇡࣁᅈཀࢂ΋᏾ᡏޑǵཷࡴޑ౜ຝǴᑽໆൂ΋ޑ᏾ᡏᅈཀࡋջёǶ җܭЇวၯ࠼ᅈཀࡋޑӢનၨࣁܜຝᜤаڀᡏ߄ၲǴЪ᏾ᡏᅈཀࡋޑᢀۺҭࢂၯ ࠼ၨܰӣเޑБԄǴࡺҁࣴزҭа᏾ᡏᅈཀࡋޑཷۺٰᑽໆၯ࠼ᅈཀࡋǶ ! Ѥ Չࣁཀკ߯

el, Blackwell and Miniard, 1995)ǶZeithaml, Berry and Parasuraman(1996)ࡰрǴ ྽៝࠼ௗڙ୍ܺࡕǴ཮ਥᏵځჴሞᡏᡍޑ௃׎Ǵౢғჹ୍ܺࠔ፦ޑᇡޕǴ຾ԶЇ วځՉࣁཀკǴځ٠຾΋؁ࡰр۸၈ࡋࢂЍଛ੃຤ޣჴሞᖼວՉࣁޑख़ाӢનǴ ёவჹдΓ໺ሀ҅य़ޑૻ৲ǵԜౢࠔࢂځಃ΋ᒧ᏷ǵቚуჹ၀ౢࠔޑᖼວǵᜫཀ ௢ᙚдΓϷႴᓰдΓᖼວ฻ϖঁय़ӛٰᑽໆǶฅԶBigne, Sahchez and Sanchez

(2001)ࡰрǴၯ࠼ޑਓၯՉࣁКଆ΋૓ౢࠔǴ੃຤όᆉᓎᕷǴаठၯ࠼҂ٰࢂց੿ ޑ཮ౢғख़ၯ܈௢ᙚՉࣁǴёૈۘ཮ڙ೚ӭځдӢનޑቹៜǴԶ଺рό΋ኬޑᒧ ᏷Ƕ ӧᢀӀሦୱύǴӭаख़ၯཀკϷ௢ᙚཀკٰ௖૸ၯ࠼ϐՉࣁཀკ(؇຾ԋǵᄃ ऩׂ

ୖǵࣴزБݤ!

΋ǵࣴزࢎᄬᆶଷᇥ! ϷҁࣴزϐࣴزҞޑǴࡌᄬҁࣴز౛ፕࢎᄬӵკ 1 ܌ҢǴ ࣬ᜢ

ǵڬ։ְǴ2005ǹBoulding, Kalra, Staelin and Zhithaml, 1993ǹBaker and Crompton, 2000)Ǵҁࣴزҭ௦ҔԜٿᄬय़ٰ௖૸ၯ࠼ϐՉࣁཀკǶԜѦǴࣁ௖૸ၯ࠼ϐཥڻ ଓ؃໼ӛӧᒧ᏷ਓၯҞޑӦਔ܌תᄽޑفՅǴୖྣBerlyne(1966)ჹ௖઩Չࣁޑှ ញǴҁࣴزཥቚ΋Ȩ௖઩ཀკȩǴ٠ஒԜ௖઩ཀკۓကࣁǺၯ࠼ᒧ᏷߻۳ཥڻϐਓ ၯඳᗺ܈ՉำǴаᅈىځଓ؃Ϸ٦ڙཥڻᡏᡍϐኅఈޑՉࣁ໼ӛǶ຾ԶаȨख़ၯ ཀკȩǵȨ௢ᙚཀკȩϷȨ௖઩ཀკȩٰᆕӝ௖૸ၯ࠼ϐՉࣁཀკǶ! ਥᏵ߻ॊЎ᝘௖૸ ଷᇥᇥܴӵӟǺ! ! ! კ 1! ࣴزࢎᄬკ ! ᜢܭၯ࠼ᡏᡍᆶᅈཀࡋϐ໔ޑᜢ߯ǴਥᏵ؇຾ԋ฻(2005)ǵߋࠧᇬ(2005)ǵ໳ ࢀ◚ ߯Ƕ և౜҅ӛޑቹៜᜢ߯ǴЪ཮຾΋ ! (2005)ǵᄃߪᏂ(2004)฻ፏӭࣴز่ࣣ݀ว౜Ǵၯ࠼ᡏᡍჹᅈཀࡋԖᡉ๱ޑ҅ ӛቹៜǶӢԜǴҁࣴزගрΠӈଷᇥǺ H1Ǻၯ࠼ᡏᡍჹᅈཀࡋڀԖ҅ӛޑቹៜᜢ ӕਔǴ೚ӭࣴزҭࡰрǴᅈཀࡋᆶख़ၯཀკ

؁़ ៜՉࣁཀკѦǴၯ࠼ჹܭਓၯඳ ᗺό ڀԖ҅ӛޑቹៜᜢ߯Ƕ mpton(1992)฻ࣴزჹཥڻଓ؃ ޑፕ ǵୢڔ೛ी ϣ৒ϩࣁѤε೽ҽǴಃ΋೽ҽӧፓࢗၯ࠼Ε༜ᡏᡍਔаϷᡏᡍࡕ ϐᡏ ǵၗ਑ᇆ໣ Ҭ೯೽ᢀӀֽ؂ԃࡋ܌଺ϐ಍ीፓࢗǴа୯ϣၯ࠼ΓኧၨӭϐΒ ೀၯ

ғα࿞ǵ௢ᙚՉࣁ(ഋࠂةǵഋ࠶٥Ǵ2005ǹ᚟ႳᝬǴ2005ǹBaker and Crompton, 2000ǹBigne et al., 2001)ǶᏵԜǴҁࣴزҭගрΠӈଷᇥǺ H2-1Ǻᅈཀࡋჹ௢ᙚཀკڀԖ҅ӛޑቹៜᜢ߯Ƕ H2-2Ǻᅈཀࡋჹख़ၯཀკڀԖ҅ӛޑቹៜᜢ߯Ƕ ԜѦǴၯ࠼ᡏᡍନё೸ၸᅈཀࡋϐύϟаቹ ፕᅈཀᆶցǴځӧਓၯඳᗺޑᒃيᡏᡍǴҭஒ཮ޔௗቹៜځՉࣁཀკǶ؇຾ ԋǵᄃऩׂǵڬ։ְ(2005)ջа๮ξڜଢ଼ࣁٯǴٰКၨԜޔௗቹៜਏ݀ᆶύϟቹៜ ਏ݀ǶฅԶϞВ៝࠼ςஒ΋ঁ҅य़ޑࠔจ׎ຝຎࣁ౛܌྽ฅϐ٣(Schmitt, 1999)ǴЪ ౜Ϟၯ࠼܌य़ჹޑࢂӵԜᙦ൤Ъӭϡޑਓၯඳᗺёٮᒧ᏷ǴࢂࡺǴ྽ၯ࠼ჹࢌ΋ ਓၯඳᗺౢғऍӳᡏᡍ٠ჹځౢғ҅य़ຑሽޑӕਔǴࢂցԖёૈΨӕਔගଯΑၯ ࠼ჹ၀ᜪࠠ܌Ԗڀؼӳࠔจ׎ຝϐਓၯඳᗺޑ᏾ᡏຑሽǴ຾Զᐟଆၯ࠼߻۳ќ΋ ೀӕᜪࠠਓၯඳᗺѐКၨǴ׭܈ׯѐ௖઩ᡏᡍќ΋ᜪࠠਓၯඳᗺޑཀკګǻӢԜ ҁࣴزගрΠӈଷᇥǺ H3-1Ǻၯ࠼ᡏᡍჹ௢ᙚཀკ H3-2Ǻၯ࠼ᡏᡍჹख़ၯཀკڀԖ҅ӛޑቹៜᜢ߯Ƕ H3-3Ǻၯ࠼ᡏᡍჹ௖઩ཀკڀԖ҅ӛޑቹៜᜢ߯Ƕ

ୖྣCrompton(1979)ǵDann(1981)ϷLee and Cro

ॊǴҁࣴزଷ೛Ǻόӕཥڻଓ؃໼ӛϐၯ࠼ǴନჹܭਓၯҞޑӦޑᒧ᏷όӕǴ ځჹܭՉࣁཀკޑቹៜҭ཮Ԗ܌ৡ౦Ƕ຾ԶගрΠӈଷᇥǺ H4-1Ǻཥڻଓ؃ჹख़ၯཀკڀԖॄӛޑቹៜᜢ߯Ƕ H4-2Ǻཥڻଓ؃ჹ௖઩ཀკڀԖ҅ӛޑቹៜᜢ߯Ƕ Β ҁࣴزୢڔ ᡍགڙᆶ़ғϐ௃གϸᔈǴх֖ୖྣSchmitt(1999)ගрϐག۔ǵ௃གǵՉ୏ǵ ࡘԵϷᜢᖄᡏᡍ฻ϖঁ฼ౣኳಔ܌೛ीϐၯ࠼ᡏᡍӅ 13 ᚒୢ໨ǴаϷ᏾ᡏᅈཀࡋ 1ᚒୢ໨Ǵ௢ᙚϷख़ၯཀკୖԵZeithaml et al.(1996)ჹ۸၈ࡋϐᑽໆБԄǴӚ೛ी 3ᚒୢ໨Ǵӆ٩ҁࣴزჴሞሡा೛ी௖઩ཀკ 4 ᚒୢ໨ǹಃΒ೽ҽፓࢗၯ࠼ϐཥڻ

ଓ؃໼ӛǴୖྣLee and Crompton(1992)܌ࡌᄬϐཥڻଓ؃ໆ߄ٰᑽໆǴϩࣁ᠞ཊǵ ׯᡂғࢲᄍٯǵ෧ᇸჇ॰གϷᡋڻ฻Ѥঁय़ӛǴӅ 21 ᚒୢ໨ǹಃΟ೽ҽፓࢗၯ࠼ ਓၯ੝܄ǴӅ 7 ᚒୢ໨ǹಃѤ೽ҽ߾ӧፓࢗၯ࠼୷ҁΓα಍ीၗ਑ǴӅ 4 ᚒୢ໨Ƕ ځύ߻Β೽ҽ௦ҔLikertϖЁࡋٰໆෳǴவߚதόӕཀډߚதӕཀϩձ๏ϒ 1 ϩډ 5ϩǹၯ࠼ਓၯ੝܄Ϸ୷ҁΓα಍ीၗ਑߾аӜҞϷ໩ׇЁࡋٰໆෳǶ Ο ҁࣴزୖԵ ኷୔ࣁࣴزጄൎǴЬाջ߯Եໆ၀ၯ኷୔ԖೕჄӭᅿၯᏨЬᚒǴёᅈىόӕ

ᜪࠠၯ࠼ሡ؃ǴЪදၹٰᇥǴ୯ΓჹځࣣςڀԖ΋ۓำࡋࠔจ׎ຝϐᇡޕǶӆа ၀Βೀၯ኷୔ϐჴӦ೷ೖၯ࠼ࣁࣴزჹຝǴа௖૸Ԝၯ኷୔ᜪࠠඳᗺϐ೷ೖၯ ࠼ǴځӧჴӦᡏᡍϐࡕаϷԾيޑཥڻଓ؃໼ӛٿޣჹՉࣁཀკϐቹៜǶӧ࿶ၸ ߻ෳϷঅ҅ࡕǴҁࣴزܭ 96 ԃ 2 Д߻۳၀Βೀၯ኷୔৖໒҅ԄፓࢗπբǴ௦ߡճ ܜኬБԄᒿᐒፓࢗǶӅीวܫ 600 ҽୢڔǴӣԏ 596 ҽǴԌନคਏୢڔ 56 ҽǴԖ ਏୢڔӅी 540 ҽǴԖਏୢڔӣԏ౗ࣁ 90%Ƕ Ѥǵၗ਑ϩ݋Бݤ ܄಍ीϩ݋а߃؁ᇥܴኬҁ੝܄Ǵ٠аԋჹኬҁ t ᔠۓٰКၨ ௢ᙚ

စǵჴ᛾่݀!

΋ǵၯ࠼୷ҁၗ਑ϩ݋! ࠼ޑ܄ձаζ܄ัӭǴऊ՞ 54%ǹԃសቫӭϟܭ 19ɴ40 ྃϐ ҁࣴزӃ௦௶ॊ ǵख़ၯϷ௖઩ཀკϐৡ౦߄౜ǹӧ຾Չ่ᄬБำኳԄϩ݋߻ǴӃа Cronbach Į ߞࡋ߯ኧٰᔠෳӚᄬय़ϐϣ೽΋ठ܄ᆶᛙۓ܄Ǵϐࡕջ҅Ԅ຾Ε่ᄬБำኳԄϩ ݋Ǵٰ௖૸ၯ࠼ᡏᡍǵཥڻଓ؃ǵᅈཀࡋᆶՉࣁཀკϐӢ݀ᜢ߯Ǵ຾Զᡍ᛾ҁࣴ ز܌ࡌҥϐӚ໨ଷᇥࢂցԋҥǶҁࣴز܌٬Ҕޑ಍ीϩ݋೬ᡏࣁ SPSS 12.0 ހаϷ LISREL 8.54ހǶ ! җ߄ 1 ёޕǴڙೖၯ ໔Ǵځύ 19ɴ25 ྃ՞ 35.3%Ǵ26ɴ40 ྃ՞ 36.9%ǹᙍ཰Бय़аπ୘୍ܺϷԾ җ཰(45.5%)നӭǴځԛࣁᏢғ(39.3%)Ǵऩஒπ୘୍ܺϷԾҗ཰ᆶैϦ௲ٿᜪձ࣬ уᕴǴёள΢੤௼՞ 57.7%ǹѳ֡ДԏΕаҞ߻คڰۓԏΕޣ(32.2%)ۚӭǴځԛ ࣁ 2 ࿤ɴ4 ࿤ϡ(29.1%)Ǵҗ΢ॊϩ݋ёޕᏢғ௼ဂᗨ՞Ԗ࣬྽КٯǴՠ΢੤௼௼ ဂωࢂനЬाޑၯ࠼ٰྍǶ

߄ 1! ኬҁ୷ҁၗ਑ϩ݋ ԃស ኬҁኧ ԭϩК ܄ձ ኬҁኧ ԭϩК 18ྃаΠ 92 17.0 ت܄ 250 46.3 19ɴ25 ྃ 191 35.3 ζ܄ 290 53.7 26ɴ40 ྃ 199 36.9 ДԏΕ ኬҁኧ ԭϩК 41ɴ55 ྃ 58 10.8 Ҟ߻คڰۓԏΕ 174 32.2 56ྃа΢ 0 0 2࿤ϡаΠ 70 13.0 ᙍ཰ ኬҁኧ ԭϩК 2࿤ɴ4 ࿤ϡ 157 29.1 Ꮲғ 212 39.3 4࿤ɴ6 ࿤ϡ 95 17.6 ैϦ௲ 66 12.2 6࿤ɴ8 ࿤ϡ 24 4.4 π୘୍ܺϷԾҗ཰ 246 45.5 8࿤ϡа΢ 20 3.7 ค(ଏҶΓ঩ǵৎᆅ) 16 3.0 ! Βǵၯ࠼ਓၯ੝܄ϩ݋ җ߄ 2 ёޕǴڙೖၯ࠼ޑрၯᓎ౗аъԃ΋ԛࣁനӭǴځԛࣁ؂ۑ΋ԛǴᏵ Ԝё௢ፕ୯Γѳ֡؂ԃ୯ϣਓၯа 2ɴ4 ԛۚӭǹၯ኷୔೷ೖԛኧБय़Ǵڙೖၯ࠼ εӭࣁख़ၯޑၯ࠼Ǵಃ΋ԛ೷ೖޣ໻՞ 10.9%ǹ߻ԛ೷ೖਔ໔Бय़ǴԌନಃ΋ԛ೷ ೖϐၯ࠼Ǵ߻ԛ೷ೖਔ໔а 3 ԃ߻ɴ׳Φ(27.0%)аϷ 1ɴ2 ԃϣ(26.8%)നӭǴЪ ऩа 2 ԃࣁϩࣚǴ٠ஒ 2 ԃаϣख़ၯຎբ؂ԃ܈႖ԃԿϿख़ၯ 1 ԛǴ2 ԃа߻ຎբ ख़ၯᆶਔ໔Ӣનၨคܴᡉ࣬ᜢǴ߾ё௢ፕख़ၯၯ࠼ύǴऊԖ 56%ϐၯ࠼؂ԃ܈႖ ԃԿϿख़ၯ 1 ԛǴԶऊ 44%ϐၯ࠼ၨ໼ӛΦΦωख़ၯ΋ԛǶځдၯ኷୔ਓၯ࿶ᡍ Бय़Ǵόමѐၸځдၯ኷୔ޑКٯ໻ 2.4%Ǵёޕε೽ҽޑၯ࠼ࣣԖѐၸӭঁၯ኷ ୔ਓၯޑ࿶ᡍǴό཮߳ज़ӧൂ΋ၯ኷୔ਓၯǶ

߄ 2! ਓၯ੝܄ϩ݋ рၯᓎ౗ ኬҁኧ ԭϩК ځдၯ኷୔ਓၯ࿶ᡍ ኬҁኧ ԭϩК ؂ԃ΋ԛ 104 19.3 ؒԖ 13 2.4 ъԃ΋ԛ 179 33.2 ୯ϣځдၯ኷୔(A) 358 66.3 ؂ۑ΋ԛ 141 26.1 ୯Ѧၯ኷୔(B) 59 10.9 ؂Д΋ԛ 104 19.2 AɠB 110 20.4 ؂ຼ΋ԛ 12 2.2 നԖёૈख़ၯচӢ ኬҁኧ ԭϩК ೷ೖԛኧ ኬҁኧ ԭϩК ҁԛϐଯᅈཀࡋ 106 19.6 1ԛ 59 10.9 ҂ٰԖཥ೛ࡼ܈ࢲ୏ 106 19.6 2ԛ 173 32.0 ҂ٰϐᓬඁ௛ࡼ 92 17.0 3ԛ 131 24.3 ຯᚆ߈܈Ҭ೯Бߡ 64 11.9 4ԛа΢ 177 32.8 ᆶόӕဂᡏ߻ٰ 112 20.7 ߻ԛ೷ೖਔ໔ ኬҁኧ ԭϩК იᡏਓၯϐڰۓՉำ 60 11.1 ъԃϣ 46 9.6 ҁԛ೷ೖ୏ᐒ ኬҁኧ ԭϩК ъɴ1 ԃϣ 96 20.0 ߻ԛϐଯᅈཀࡋ 158 29.3 1ɴ2 ԃϣ 129 26.8 வٰؒၸǴኀӜ߻ٰ 36 6.7 2ɴ3 ԃϣ 80 16.6 ༜ϣཥቚ೛ࡼǵࢲ୏ 173 32.0 3ԃ߻ɴ׳Φ 130 27.0 ༜୔௢рᓬඁ௛ࡼ 83 15.4 ਓၯඳᗺᜪࠠୃ ӳ ኬҁኧ ԭϩК ᒃܻӳ϶௢ᙚ 123 22.8 Ծฅ፞ඳ 334 61.9 ຯᚆ߈܈Ҭ೯Бߡ 154 28.5 Ўϯᡏᡍ 210 38.9 ၮ୏Ҷ໕ 200 37.0 ࡨೖߕ߈ᒃ϶Ǵ໩ၰ ߻ٰ 63 11.7 ၯ኷୔ 363 67.2 იᡏਓၯϐڰۓՉำ 123 22.8 ځд 322 59.6 ځд 34 6.3 ຏ 1Ǻ߻ԛ೷ೖਔ໔ό֖҂ම೷ೖޣǴࡺኬҁኧಕीό฻ܭԖਏୢڔኧ ຏ 2ǺਓၯඳᗺᜪࠠୃӳϷҁԛ೷ೖ୏ᐒ߯ፄᒧᚒǴࡺኬҁኧಕीό฻ܭԖਏୢڔኧ നԖёૈख़ၯচӢБय़ᡉҢǴҁԛޑଯᅈཀࡋаϷၯ኷୔ཥቚޑཥڻᇨӢࣣ ѝԖ೽ҽޑቹៜΚǴځдۘԖ೚ӭӢન(ሽ਱ǵຯᚆǵৎΓܻ϶܈იᡏϐ،฼)཮Ӆ ӕቹៜၯ࠼ޑᒧ᏷ǹਓၯඳᗺᜪࠠୃӳБय़ǴᡉҢၯ࠼ჹܭඳᗺᜪࠠ߯ڀԖӭϡ ୃӳǴ҂Ѹ໻߳ज़ܭൂ΋ᜪࠠϐඳᗺǴЪԖ࣬྽Кٯޑၯ࠼ᗨฅჹၯ኷୔ᜪࠠϐ ඳᗺၨคୃӳǴՠҁԛϝᙑᒧ᏷߻ٰԜၯ኷୔ਓၯǹԿܭҁԛ೷ೖԜၯ኷୔ϐਓ ၯ୏ᐒБय़ǴӭࣁԵໆၯ኷୔ϐཥڻᇨӢ(6.7%ɠ32.0%)аϷ߻ԛϐଯᅈཀࡋ (29.3%)ǴԜѦǴፓ่ࢗ݀ҭᡉҢǴдΓ௢ᙚ(22.8%)ዴჴڀԖ΋ۓޑቹៜΚǴЪԜ ่݀ଯܭಃ΋ԛ೷ೖϐКٯǴᏵԜё௢ፕдΓ௢ᙚԖշܭख़ၯՉࣁϐวғǶ!!

Οǵၯ࠼ᡏᡍϷᅈཀࡋϩ݋ җ߄ 3 ёޕǴၯ࠼ᡏᡍϐѳ֡߄౜εӭࢂᖿӛ҅य़ޑǴ኱ྗৡࣣλܭ 1ǴᡉҢ ၯ࠼ჹܭୢ໨ޑᇡӕำࡋ࣬྽΋ठǴځύа௃གᡏᡍޑѳ֡ኧനଯǴځԛ٩ׇࣁ Չ୏ǵᜢᖄǵࡘԵϷག۔ᡏᡍǴՠҗܭၯ࠼ჹܭ୔ϣᓓ໯όፕࢂሽ਱܈ࢂऍښำ ࡋǴεӭຑሽୃեǴЪჹܭ୔ϣϐ༘᝺ᡏᡍҭၨคܴᡉགڙǴࡺག۔ᡏᡍಃ 3ǵ4 ᚒୢ໨ϐ߄౜ୃեǴऩஒԜΒᚒୢ໨۹ౣόीǴ߾ག۔ᡏᡍϐѳ֡ኧஒගଯԿ 3.71Ǵ᏾ᡏၯ࠼ᡏᡍޑ߄౜Ψஒ׳ࣁ΋ठǶၯ࠼ᡏᡍϐ Cronbach Į ॶࣁ 0.851Ǵଯ ܭ 0.7ǴᡉҢୢڔڀԖؼӳߞࡋǴڀԖؼӳޑϣ೽΋ठ܄ǶᅈཀࡋБय़Ǵၯ࠼ᅈཀ ࡋϐѳ֡ኧଯܭ 3.5Ǵ኱ྗৡλܭ 1ǴᡉҢၯ࠼ჹܭၯ኷୔ޑ᏾ᡏᅈཀࡋ࣬྽ଯΨ ࣬྽΋ठǹҗܭᅈཀࡋѝԖ 1 ᚒୢ໨Ǵࡺό௖૸ځߞࡋǶ ѤǵՉࣁཀკϩ݋ җ߄ 4 ёޕǴڙೖၯ࠼ϐՉࣁཀკࣣࢂᖿӛ҅य़ޑǴ኱ྗৡࣣλܭ 1ǴᡉҢၯ ࠼όՠჹܭୢ໨ԖၨଯޑᇡӕࡋǴЪঁᡏޑཀـҭ࣬྽΋ठǶځύ௢ᙚཀკ᏾ᡏ ߄౜ϐѳ֡ॶଯܭࣁ 3.5Ǵ௖઩ཀკϐѳ֡ॶ׳ଯܭ 4ǴԶख़ၯཀკ߾ܴᡉڙډሽ ਱ӢનቹៜǴЪϸࢀӧ҂ٰനᓬӃԵໆ೽ϩҭ҂ᕇளၯ࠼ϐଯࡋᇡӕǴࡺѳ֡ॶ ໻ 3.4Ƕऩӆ຾΋؁ճҔԋჹኬҁ t ᔠۓٰКၨԜΟᅿՉࣁཀკϐѳ֡߄౜(၁߄ 5)Ǵёว౜ၯ࠼ޑ௖઩ཀკዴჴᡉ๱Ӧଯܭ௢ᙚཀკǴԶ௢ᙚཀკΞᡉ๱Ӧଯܭख़ ၯཀკǶԿܭߞࡋϩ݋Бय़Ǵନ௖઩ཀკϐ Cronbach Į ॶౣեܭ 0.7 ឦύଯߞࡋѦǴ ௢ᙚϷख़ၯཀკϐ Cronbach Į ॶࣣଯܭ 0.7Ǵ᏾ᡏԶقǴୢڔߞࡋϝឦؼӳǶ

߄ 3! ၯ࠼ᡏᡍϷᅈཀࡋϩ݋ ᡂ໨ӜᆀϷୢ໨ϣ৒ ѳ֡ኧ ኱ྗৡ Cronbach Į V1ག۔ᡏᡍ 3.33 0.53 ୔ϣ೛ࡼǵࢲ୏Ϸ᏾ᡏᕉნ஥๏ךࡐ෇ޑຎ᝺٦ڙ 3.81 0.66 ୔ϣኞܫޑॣ኷஥୏๱ךඍ৹ޑЈ௃ 3.60 0.72 ୔ϣගٮޑᓓᗺ໯਑࣬྽ёαऍښ 2.87 0.85 ୔ϣόӕϩ୔ᕴ཮ණวр޸३ǵऍ१३…Ǵ֎Їך߻۳ ΋௖زഖ 3.04 0.82 V2௃གᡏᡍ 3.83 0.56 ୔ϣޑᐒఓၯ኷೛ࡼкᅈڈᐟǴ٬ךӳགྷᇴזѐᒃيᡏ ᡍ΋พ 3.97 0.79 ୔ϣޑඳՅᓬऍǴيೀځύзΓ๤፾Ծள 3.77 0.70 ୔ϣᔼ೷ޑ਻ݗ࡞ډӳೀǴᡣךޑЈ௃ԾฅԶฅӦ኷ӧ ځύ 3.78 0.69 V3Չ୏ᡏᡍ 3.77 0.62 ୔ϣᖐᒤޑࢲ୏߄ᄽࡐᆒறǴૈ֎Їך΋ଆୖᆶ 3.59 0.80 ୔ϣ೛ࡼ܈൑܌ޑᒃيᡏᡍзΓᜤבᆶӣښคጁ 3.96 0.72 V4ࡘԵᡏᡍ 3.50 0.67 ၯ኷୔ޑቶ֋࠹໺ࡐૈ֎ЇךޑӳڻЈ 3.37 0.77 ୔ϣԖ೚ӭཥڻ٣ނǴૈϭଆך΋௖زഖޑӳڻЈ 3.64 0.76 V5ᜢᖄᡏᡍ 3.66 0.65 ୔ϣ܌ගٮϐ୍ܺϷ᏾ᡏᕉნуుΑךჹᆕӝၯ኷୔ ϐӑຝ 3.64 0.73 ၯ࠼ᡏᡍ ךᇡࣁҁၯ኷୔ϐ᏾ᡏ׎ຝϷ୍ܺىаԋࣁᆕӝၯ኷ ୔ޑж߄ 3.67 0.75 0.851 V6ᅈཀࡋ 3.79 0.74 -! ! ! ! ! ! ! ! ! !

߄ 4! Չࣁཀკϩ݋ ᡂ໨ӜᆀϷୢ໨ϣ৒ ѳ֡ኧ ኱ྗৡ CronbachĮ ௢ᙚཀკ 3.71 0.65 V7ך཮ӛᒃܻӳ϶௢ᙚٰԜၯ኷୔ਓၯ 3.82 0.75 V8ך཮ӛЬ୏၌ୢךޑΓ௢ᙚٰԜၯ኷୔ਓၯ 3.65 0.79 V9ך཮዗ਗ਼Ӧᆶڬᎁᒃ϶૸ፕϩ٦Ԝԛၯ኷୔ਓၯ࿶ᡍ 3.66 0.79 0.790 ख़ၯཀკ 3.40 0.74 V10аࡕԖᐒ཮Ǵך཮ᜫཀӆٰԜၯ኷୔ਓၯ 3.77 0.80 V11Ԝၯ኷୔ࢂ҂ٰਓၯനᓬӃԵໆඳᗺ 3.32 0.88 V12ջ٬ሽ਱Кځдӕᜪࠠၯ኷୔ั຦ǴךϝᜫཀӆٰԜၯ኷୔ਓၯ 3.11 0.96 0.790 ௖઩ཀკ 4.00 0.57 V13ၯ኷୔΋ۓाόᘐ௢ഋрཥǴωૈЇଆךӆٰԜၯވޑཀᜫ 4.22 0.78 V14୯ϣޑၯ኷୔ᗋԖࡐӭǴᕴा؂ೀ೿Ӄވၸ΋ၹϐࡕӆԵቾख़ၯ ޑୢᚒ 3.73 0.86 V15ၯ኷୔ϼதٰވ཮ѨѐཥᗲགǴ܌аΦΦٰވ΋ԛ൩ՉΑ 3.96 0.83 V16όፕҁԛਓၯᅈཀᆶցǴ୯ϣᗋԖ೚ӭඳᗺࢂךགྷѐޑǴ܌аΠ ԛਓၯךϝஒᒧ᏷зךགᑫ፪܈ᗋؒѐၸޑඳᗺ 4.11 0.79 0.641 ߄ 5 Չࣁཀკԋჹኬҁ t ᔠۓϩ݋ ѳ֡ኧৡ౦ t-value p-value ௢ᙚཀკ–ख़ၯཀკ 0.309 12.484* 0.000 ख़ၯཀკ–௖઩ཀკ -0.604 -15.760* 0.000 ௢ᙚཀკ–௖઩ཀკ -0.295 -8.815* 0.000 ຏǺ*߄ၲ಍ीᡉ๱Нྗ 0.05 ! ϖǵཥڻଓ؃ϩ݋ җ߄ 6 ёޕǴڙೖၯ࠼ϐཥڻଓ؃໼ӛࣣࢂᖿӛ҅य़ޑǴҭջѳ֡ԶقǴڙ ೖၯ࠼ࣣڀԖၨଯޑཥڻଓ؃໼ӛǴՠځύԖ൳ᚒୢ໨ϐ኱ྗৡεܭ 1ǴᡉҢၯ࠼ ჹܭ၀ୢ໨ޑᇡӕำࡋԖၨεޑৡ౦ǶԜѤঁय़ӛа෧ᇸჇ॰གϐѳ֡߄౜ന ଯǴځԛ٩ׇࣁׯᡂғࢲᄍٯǵ᠞ཊϷᡋڻǴᡉҢڙೖၯ࠼ന໼ӛܭᙖҗрѦਓ ၯٰፓᏊ΋ԋόᡂޑғࢲаϷᅈىځགྷाᡏᡍᆶВதғࢲᕉნό࣬ӕޑ٣ނϐЈ ౛ሡ؃Ǵӆٰωࢂଓ؃ڈᐟǹԿܭᡋڻय़ӛϐѳ֡߄౜Ǵ௢ፕᔈࢂ҂٣ӃೕჄӳ ޑਓၯՉำᗨฅёૈೀೀкᅈᡋڻǴՠҭԖёૈᏤठ೚ӭόඍזޑ٣௃วғǴࡺ ڙೖၯ࠼ޑ༤เ่݀р౜ၨӭߚதόӕཀϐཱུᆄॶǴӢԶ٬ளၗ਑ޑৡ౦ᡂεǴ Ψ܎եΑѳ֡߄౜ǶԿܭߞࡋϩ݋Бय़Ǵཥڻଓ؃ϐ᏾ᡏ Cronbach Į ॶҭଯܭ 0.7Ǵ ᡉҢୢڔڀԖؼӳߞࡋǴڀԖؼӳޑϣ೽΋ठ܄Ƕ

߄ 6 ཥڻଓ؃ϩ݋ ᡂ໨ӜᆀϷୢ໨ϣ৒ ѳ֡ኧ ኱ྗৡ CronbachĮ V17᠞ཊ 3.65 0.79 ӧଷයύǴךԖਔং഻៿଺Ԗ΋ᗺᡋ৮ޑ٣ 3.63 0.88 ӧଷයύǴך഻ང଺ࡷᏯᖌໆޑࢲ୏ 3.56 0.94 ӧଷයύǴԖਔং࿶ᐕ΋٤ᡋᓵޑ٣ࢂࡐӳވޑ 3.71 0.95 ӧଷයਓำύǴך഻ངᡏᡍ΋٤Ӓᓀǵڈᐟޑག᝺ 3.63 0.96 ךᘂ۳ӧᐟࢬഁྛύݱՃޑٗᅿڈᐟག 3.72 1.00 ך഻ངவ٣зΓᑫᏟǵᐟ୏ޑࢲ୏ 3.68 0.91 ך཮ӧਓำύЬ୏ଓ؃ߵᓀ 3.60 0.90 V18ׯᡂғࢲᄍٯ 3.97 0.59 ך഻៿ᙖҗӧਓၯӦᗺ௖઩ཥ٣ނٰว௚Ծך 3.74 0.82 ךགྷӧਓำύᡏᡍཥᗲϷό΋ኬޑ٣ނ 4.00 0.73 ךགྷӧਓำύᡏᡍᆶѳதۚৎᕉნό࣬ӕޑЎϯಞ߫ 4.01 0.80 ך഻ང߻۳όӕޑӦБਓၯǴӢࣁٗૈᡣךόᘐᡏᡍཥ٣ނ 4.19 0.75 ౛གྷޑਓำࢂाૈ࣮ډ΋٤а߻வ҂ـၸޑ٣ނ 4.15 0.77 ךགྷाԖ΋ᅿȬ௖઩ȭޑག᝺଺ࣁךਓำޑ΋೽ҽ 4.06 0.76 ך഻៿߻۳кᅈᡋᓀޑӦБਓၯ 3.72 0.90 ӧਓำύǴךགډமਗ਼ޑፂ୏ѐ௖઩҂ޕޑ٣ނ 3.86 0.80 V19෧ᇸჇ॰ག 4.05 0.75 ךགྷѐਓၯǴаፓᏊךჹғࢲޑคಠག 4.20 0.84 ךѸ໪όۓਔѐਓၯǴаխғࢲഐΕ΋ԋόᡂ 3.92 0.90 ך഻៿ѐਓၯǴӢࣁڰۓޑВதπբзΓགډჇྠ 4.03 0.87 V20ᡋڻ 3.35 0.88 ךό഻៿၁ಒӦीฝਓၯՉำǴӢࣁٗኬஒগღ΋٤ཀѦᡋ ഻ 3.51 1.03 ך഻៿΋ঁคݤႣ਑཮วғϙሶ٣ޑਓำ 3.53 1.03 ཥڻଓ؃ ҶଷਔךགྷрѦਓၯǴՠךόགྷ٣ӃೕჄਓၯၡጕ 3.02 1.16 0.916 Ϥǵ่ᄬБำኳԄϩ݋

ҁࣴزୖྣAnderson and Gerbing(1988)܌ගрϐٿ໘ࢤϩ݋ݤٰ຾Չ่ᄬБ ำኳԄϩ݋Ǵ२Ӄ຾Չᡍ᛾܄Ӣનϩ݋(CFA)Ǵ٠аനεཷ՟ݤ຾Չୖኧ՗ीǴа ᡍ᛾ҁࣴز܌ࡌᄬϐෳໆኳࠠޑ፾Ϫ܄ϷਏࡋᔠۓǴௗ๱຾Չၡ৩ϩ݋Ǵ௖૸่ ᄬኳࠠύӚወӧᡂ໨໔ޑӢ݀ᜢ߯Ϸቹៜਏ݀Ƕ (΋)ᡍ᛾܄Ӣનϩ݋ ҁࣴزኳԄх֖ 6 ঁወӧᡂ໨ǴନΑᅈཀࡋ໻аൂ΋ୢ໨ᑽໆѦǴځᎩ؂ঁ ወӧᡂ໨೿а 3 ঁа΢ޑᢀჸᡂ໨ٰᑽໆǴ፾ଛ่݀ᡉҢ߃ۈኳԄϐ፾ଛ௃׎ς

ឦόᒱǴՠϝԖׯ๓ޜ໔Ǵࡺ຾΋؁வঅ҅ࡰኧ(MI)ᔠຎǴᡂ໨ V15 ӧ౛ፕ΢ё ೏Ȩ௖઩ཀკȩ܌ှញǴՠࠅᆶȨၯ࠼ᡏᡍȩǵȨᅈཀࡋȩǵȨ௢ᙚཀკȩϷȨख़ၯ ཀკȩԖଯࡋ࣬ᜢ܄ǴᡉҢځࣁፄᚇᡂ໨Ǵ཮υᘋࡕុၡ৩ϩ݋่݀Ǵࡺմନᡂ ໨ V15 ࡕӆख़ཥ՗ीǶҗ߄ 7 ёޕǴঅ҅ኳԄε೽ϩϐ፾ଛࡋࡰ኱ࣣς಄ӝ౛གྷ ॶϐ኱ྗǴЪၨ߃ۈኳԄ׳٫ǴᡉҢԜঅ҅ኳԄёаௗڙǴ߯࣬྽಄ӝჴ᛾ၗ਑ ޑ΋ঁኳԄǶ ߄ 7! ᏾ᡏᡍ᛾܄Ӣનϩ݋่݀ ᏾ᡏ፾ଛࡰ኱ ߃ۈኳԄ অ҅ኳԄ ౛གྷॶ Ȥ2 439.75(P = 0.0) 372.43(P = 0.0) (Pɧ0.05) Ȥ2/df 439.75/156 = 2.82 372.43/138 = 2.70 ɧ2 GFI 0.92 0.93 ɧ0.90Ǵϟܭ 0ɴ1 ϐ໔ AGFI 0.90 0.91 ɧ0.90Ǵϟܭ 0ɴ1 ϐ໔ SRMR 0.051 0.043 ɦ0.05Ǵϟܭ 0ɴ1 ϐ໔ NFI 0.96 0.96 ɧ0.90Ǵϟܭ 0ɴ1 ϐ໔ NNFI 0.97 0.97 ɧ0.90Ǵϟܭ 0ɴ1 ϐ໔ CFI 0.97 0.97 ɧ0.95Ǵϟܭ 0ɴ1 ϐ໔ (Β)ኳԄϣӧ่ᄬ፾ଛຑ᠘ ϣӧ่ᄬ፾ଛຑ᠘ջӧᕕှኳԄޑߞࡋϷਏࡋǶӧঅ҅ኳԄύ܌Ԗᢀჸᡂ໨ ޑ኱ྗϯӢનॄ಻ໆϷෳໆᇤৡޑ኱ྗϯॶࣣၲᡉ๱НྗǴᡉҢ᏾ঁኳԄޑϣ೽ ाનڀԖόᒱޑਏࡋǶௗ๱ᔠۓӚঁወӧᡂ໨ޑಔӝߞࡋᆶѳ֡ᡂ౦๧ڗໆǴҗ ߄ 8 ёޕǴঁձወӧᡂ໨ϐಔӝߞࡋॶࣣεܭ 0.6ǴᡉҢᢀჸᡂ໨ჹ೭٤ወӧᡂ໨ ගٮΑёߞޑࡌᄬෳໆǹќȨᅈཀࡋȩǵȨ௢ᙚཀკȩϷȨख़ၯཀკȩϐѳ֡ᡂ౦ ๧ڗໆࣣεܭ 0.5ǴᡉҢᢀჸᡂ໨ჹځԖόᒱޑှញૈΚǹՠȨၯ࠼ᡏᡍȩǵȨ௖઩ ཀკȩϷȨཥڻଓ؃ȩ߾҂ၲ 0.5ǴᡉҢԜΟঁወӧᡂ໨ޑᡂ౦ёૈᗋڙډځдҁ ࣴز҂યΕԵໆޑӢન܌ቹៜǴҭջҁࣴز܌೛ीϐୢڔໆ߄ۘԖׯ๓ޜ໔Ƕ ߄ 8! অ҅ኳԄወӧᡂ໨ϐಔӝߞࡋᆶѳ֡ᡂ౦๧ڗໆ ወӧᡂ໨ ಔӝߞࡋ ѳ֡ᡂ౦๧ڗໆ ၯ࠼ᡏᡍ 0.80 0.45 ᅈཀࡋ 0.91 0.91 ௢ᙚཀკ 0.79 0.56 ख़ၯཀკ 0.79 0.56 ௖઩ཀკ 0.63 0.37 ཥڻଓ؃ 0.72 0.41

(Ο)ၡ৩ϩ݋

่ᄬኳԄϐၡ৩ϩ݋่݀ӵკ 2 ܌ҢǴԶ᏾ᡏኳԄ፾ଛ่݀ Ȥ2ࣁ 413.97ǵȤ2/df

ࣁ 2.87ǵGFI ࣁ 0.93ǵAGFI ࣁ 0.90ǵSRMR ࣁ 0.047ǵNFI ࣁ 0.96ǵNNFI ࣁ 0.97 Ϸ CFI ࣁ 0.97Ǵϝ಄ӝ౛གྷॶϐ኱ྗǶЪӚወӧᡂ໨໔኱ྗϯၡ৩߯ኧϐ҅ॄဦ Ϸᡉ๱܄ջςϸࢀҁࣴز܌ࡌᄬϐӢ݀ᜢ߯ࢂցԋҥϷଷᇥࢂցᕇளЍ࡭Ǵҗკ 2 ёޕǴନΑཥڻଓ؃ᆶख़ၯཀკϐӢ݀ᜢ߯όᡉ๱ѦǴځᎩӚወӧᡂ໨ϐӢ݀ᜢ ࣣ߯ၲᡉ๱НྗǴ಄ӝ౛ፕႣෳǶԶҁࣴزϐӚ໨ଷᇥᡍ᛾่݀᏾౛ӵ߄ 9 ܌ҢǶ ! ! კ 2! ኱ྗϯၡ৩߯ኧϩ݋ ߄ 9! ่ᄬኳԄୖኧ՗ीϷଷᇥᔠۓ ୖኧ ଷᇥ ኱ྗϯୖኧॶ ኱ྗᇤ t-value ଷᇥᡍ᛾ ၯ࠼ᡏᡍĺᅈཀࡋ H1 0.77 0.13 13.00* Ѝ࡭ ᅈཀࡋĺ௢ᙚཀკ H2-1 0.18 0.05 2.90* Ѝ࡭ ᅈཀࡋĺख़ၯཀკ H2-2 0.17 0.06 2.48* Ѝ࡭ ၯ࠼ᡏᡍĺ௢ᙚཀკ H3-1 0.78 0.16 9.68* Ѝ࡭ ၯ࠼ᡏᡍĺख़ၯཀკ H3-2 0.69 0.18 8.16* Ѝ࡭ ၯ࠼ᡏᡍĺ௖઩ཀკ H3-3 0.17 0.09 2.90* Ѝ࡭ ཥڻଓ؃ĺख़ၯཀკ H4-1 -0.02 0.06 -0.48 ҂ᕇЍ࡭ ཥڻଓ؃ĺ௖઩ཀკ H4-2 0.52 0.07 7.09* Ѝ࡭ ຏǺ*߄ၲ಍ीᡉ๱Нྗ 0.05

(Ѥ)ቹៜਏ݀ϩ݋ ҁࣴزӚወӧᡂ໨໔ϐޔௗᆶ໔ௗቹៜਏ݀ӵ߄ 10 ܌ҢǴаΠջჹԜቹៜਏ ݀уаᇥܴКၨǶ 1.ၯ࠼ᡏᡍჹᅈཀࡋڀԖᡉ๱ޑ҅ӛቹៜǹᅈཀࡋჹ௢ᙚϷख़ၯཀკࣣڀԖᡉ๱ޑ ҅ӛቹៜǹԶၯ࠼ᡏᡍჹ௢ᙚϷख़ၯཀკόՠԖᡉ๱ޑޔௗቹៜǴۘ཮࿶җᅈ ཀࡋޑύϟౢғ໔ௗቹៜǴЪԜޔௗቹៜਏ݀ଯܭ໔ௗቹៜਏ݀Ƕ 2.ၯ࠼ᡏᡍჹΟᅿՉࣁཀკࣣڀԖᡉ๱ޑ҅ӛቹៜǴЪځቹៜਏ݀և౜Ǻ௢ᙚཀკ ɧख़ၯཀკɧ௖઩ཀკǶ 3.ཥڻଓ؃ჹ௖઩ཀკڀԖᡉ๱ޑ҅ӛቹៜǴځჹख़ၯཀკᗨڀԖॄӛޑቹៜǴՠ ࠅ҂ၲᡉ๱НྗǹԜѦǴཥڻଓ؃ჹ௖઩ཀკޑቹៜਏ݀ၨၯ࠼ᡏᡍჹ௖઩ཀ კޑቹៜਏ݀ࣁଯǶ ߄ 10! ወӧᡂ໨໔ϐቹៜਏ݀ϩ݋ Ծᡂ໨ ၯ࠼ᡏᡍ ᅈཀࡋ ཥڻଓ؃ ٩ᡂ໨

effect t-value effect t-value effect t-value

ᅈཀࡋ ᕴਏ݀ 0.77 13.00* ޔௗਏ݀ 0.78 9.68* 0.18 2.90* ໔ௗਏ݀ 0.14 2.93* ௢ᙚཀკ ᕴਏ݀ 0.91 13.45* 0.18 2.90* ޔௗਏ݀ 0.69 8.16* 0.17 2.48* -0.02 -0.48 ໔ௗਏ݀ 0.13 2.50* ख़ၯཀკ ᕴਏ݀ 0.82 12.24* 0.17 2.48* -0.02 -0.48 ௖઩ཀკ ᕴਏ݀ 0.17 2.90* 0.52 7.09* ຏǺ*߄ၲ಍ीᡉ๱Нྗ 0.05 !

Ҵǵ่ፕᆶࡌ᝼!

΋ǵ่ፕ ਥᏵჴ᛾ၗ਑ϩ݋่݀ᡉҢǴၯ࠼ᡏᡍჹ௢ᙚǵख़ၯϷ௖઩ཀკࣣڀԖᡉ๱ ޑ҅ӛቹៜਏ݀Ǵёـၯ࠼ӧᕇளऍӳޑਓၯᡏᡍϐࡕǴόՠ཮ౢғ࣬྽ำࡋϐ ௢ᙚཀკϷख़ၯཀკǴΨ཮ౢғ௖઩ཀკǴЪځ܌ౢғϐ௢ᙚཀკനଯǴځԛࢂ ख़ၯཀკǴ௖઩ཀკനեǶќε೽ҽޑၯ࠼ό཮໻ჹൂ΋ᅿᜪࠠϐਓၯඳᗺགᑫ ፪Ǵҭό཮໻ჹൂ΋ᅿᜪࠠύ୤΋΋ೀඳᗺགᑫ፪ǹӕਔၯ࠼ჹܭၨόགᑫ፪ϐ ਓၯඳᗺᜪࠠǴϝԖёૈวғਓၯՉࣁǶԜѦǴவനԖёૈख़ၯচӢϷҁԛ೷ೖ ୏ᐒϐϩ݋่݀ёޕǴᗨฅቹៜၯ࠼ᒧ᏷ҞޑӦϐ୏ᐒࡐӭǴฅԶၯ࠼ҁԛᒧ᏷ ԜҞޑӦϐ୏ᐒǴ߯Ӣڙډၯ኷୔ཥڻᇨӢޑቹៜޑዴӭܭڙ߻ԛϐଯᅈཀᡏᡍ

ޑቹៜǴԶдΓ௢ᙚΨዴჴڀԖቹៜΚǶ ฅԶவၯ࠼Չࣁཀკϐϩ݋่݀ёޕǴ᏾ᡏԶقǴၯ࠼ࣣڀԖଯࡋ҅ӛϐՉ ࣁཀკǴЪ٩ԋჹኬҁ t ᔠۓϩ݋่݀ᡉҢǴၯ࠼ϐ௖઩ཀკᡉ๱Ӧଯܭ௢ᙚཀ კǴԶ௢ᙚཀკΞᡉ๱Ӧଯܭख़ၯཀკǶӕਔԜ่݀ҭӑ᛾Αҁࣴز܌ଷ೛ϐၯ ࠼܌य़ჹޑࢂ࣬྽ᙦ൤Ъӭϡޑਓၯඳᗺёٮᒧ᏷Ǵջ٬ၯ࠼ჹܭ؂΋ೀමѐၸ ޑඳᗺࣣڀԖଯࡋख़ၯཀკǴځӧ،ۓΠ΋ԛਓၯҞޑӦਔǴϝၨ໼ӛܭᒧ᏷ၨ ཥڻޑਓၯඳᗺǶ җܭၸ۳Ў᝘ჹܭၯ࠼ᡏᡍᆶཥڻଓ؃εӭӚԾᐱҥԋ΋ࣴزሦୱǴၯ࠼ᡏ ᡍ೽ϩջ௖૸ځᆶࠔจ׎ຝǵᅈཀࡋǵՉࣁཀკ฻ϐӢ݀ᜢ߯ǹཥڻଓ؃೽ϩӭ ໒วໆ߄ٰᑽໆၯ࠼ՉࣁǶҁࣴز߾வၯ࠼ޑفࡋஒၯ࠼ᡏᡍǵᅈཀࡋǵཥڻଓ ؃ϷՉࣁཀკբ΋᏾ӝ܄ࣴزǴ࿶ჴ᛾่݀ᡉҢǴҁࣴز܌ࡌᄬϐኳԄዴૈᕇள ؼӳᡍ᛾ǴӧᏢ౛΢ڀԖ΋ۓำࡋޑё᎞܄ǶԶҁࣴزᆶၸ۳Ў᝘࣬ӕϐೀǴӧ ܭࣣԋфᡍ᛾ၯ࠼ᡏᡍϷᅈཀࡋჹ௢ᙚǵख़ၯཀკޑޔௗᆶ໔ௗቹៜਏ݀ǹ࣬౦ ϐೀӧܭа۳௖૸ՉࣁཀკਔǴӭ໻வ௢ᙚᆶख़ၯཀკٰϩ݋Ǵҁࣴز߾ཥቚ΋ ௖઩ཀკǴЪჴ᛾่݀ᡉҢǴԜΟᅿՉࣁཀკёӕਔӸӧǴ٠όϕѾǴӕਔၯ࠼ ӧ،ۓΠ΋ԛਓၯҞޑӦਔǴᒧ᏷ཥڻᕉნޑ௖઩ཀკዴჴᡉ๱Ӧଯܭख़ၯཀ კǴҭջၯ࠼ᗨฅёૈӕਔڀԖଯࡋख़ၯཀკϷ௖઩ཀკǴՠӧ،ۓΠ΋ԛਓၯ ҞޑӦਔǴϝᙑၨ໼ӛܭ௖઩ཥڻԶߚख़ၯǶ Βǵࡌ᝼ (΋)ჹᢀӀ཰ޣޑࡌ᝼ ࿶ҁࣴزჴ᛾่݀Ǵၯ࠼ዴჴӸԖ࣬྽ำࡋϐ௖઩ཀკǴջߡӧჴӦਓၯᡏ ᡍౢғ௢ᙚϷख़ၯཀკޑӕਔǴҭ཮ౢғ௖઩ཀკǶࡺࡌ᝼ᢀӀ཰ޣᔈ҅ຎԜၯ ࠼੝܄ǴϮӢςᆢ࡭ၯ࠼ϐଯࡋ௢ᙚϷख़ၯཀკԶԾᅈǶ ӕਔӧԜཥᑫਓၯඳᗺόᘐᘺଆǵౢࠔӭኬϯϷᝡݾқ዗ϯޑᖿ༈ϐΠǴ٬ ளၯ࠼Ԗ׳ӭޑਓၯҞޑӦёٮᒧ᏷ǶԶҁࣴزჴ᛾ၗ਑ҭᡉҢǴၯ࠼ჹܭਓၯ ඳᗺᜪࠠεӭڀԖӭϡୃӳǴࢂࡺջ٬ၯ࠼ᗨමܭԜೀᕇளऍӳᡏᡍ٠ౢғଯࡋ ௢ᙚϷख़ၯཀკǴՠჴሞวғޑख़ၯՉࣁࠅόـள཮ҥջϸࢀӧΠ΋ԛϐਓၯǴ ԶԖёૈϸࢀӧӭԃаࡕࣗԿ൳ЯόวғǶԜਔǴࡌ᝼ᢀӀ཰ޣᔈஒԜ௃׎ຎࣁ ΋ӝ౛ϐ߄౜Ǵ٠ᔈ׳уख़ຎၯ࠼ϐ௢ᙚཀკǴаගଯځ੿ჴϐ௢ᙚՉࣁǴЪਥ Ᏽҁࣴزჴ᛾ၗ਑ᡉҢǴдΓ௢ᙚዴჴԖշܭख़ၯՉࣁϐวғǶ ԜѦǴࡌ᝼ᢀӀ཰ޣҭᔈଞჹၯ࠼੝܄ࣴᔕ፾྽࿶ᔼ฼ౣǶٯӵଞჹѳ֡؂ ԃѝрၯ 1 ԛ܈рၯ 2ɴ4 ԛϐၯ࠼ǴаϷᜤளख़ၯᜪࠠϐၯ࠼ǴᢀӀ཰ޣ၀ӵՖ ᔕु฼ౣаᇨวځख़ၯՉࣁǴஒࢂ࣬྽ख़ाϐ࿶ᔼᜢᗖǶ (Β)ࣴزज़ڋᆶࡕុࣴزࡌ᝼ ҁࣴزᗨவၯ࠼੝܄ჴ᛾่݀ёޕၯ࠼ϐ௖઩ཀკɧ௢ᙚཀკɧख़ၯཀკǴ ՠܭ่ᄬБำኳԄ໻ૈ௖૸ၯ࠼ᡏᡍǵᅈཀࡋǵཥڻଓ؃ჹՉࣁཀკϐቹៜǴ٠

҂ૈᙖԜᇥܴԜΟᅿՉࣁཀკჹ҂ٰ੿ჴՉࣁޑቹៜǶࢂࡺǴࡌ᝼ࡕុࣴزૈׯ аߏයଓᙫޑБԄǴаፓࢗၯ࠼ᡏᡍ߻ǵᡏᡍࡕޔԿΠ΋ԛрၯϐਓၯҞޑӦᒧ ᏷ՉࣁࣁЗǴ྽ё׳ֹ᏾ᇥܴՉࣁཀკᆶ੿ჴՉࣁϐ໔ޑᜢ߯ǶԶவനԖёૈख़ ၯচӢϐჴ᛾ၗ਑ᡉҢǴۘԖ೚ӭӢનፏӵሽ਱ǵҬ೯ǵ࣬ᜢΓ঩،฼฻೿཮ቹ ៜၯ࠼ᒧ᏷ҞޑӦϐ،฼Ǵࡕុࣴزҭёஒ೭٤ቹៜӢન΋ٳયΕϩ݋Ƕ

Զҁࣴز܌௦Ҕϐཥڻଓ؃ໆ߄Ψ҅ӵLee and Crompton(1992)܌ॊǴځ᠞ ཊǵׯᡂғࢲᄍٯǵ෧ᇸჇ॰གϷᡋڻ฻Ѥঁᑽໆय़ӛόՠ࣬ϕᜢೱЪӚڀ੝ՅǴ ҭջ؂ঁΓӧԜѤঁय़ӛޑ߄౜҂Ѹࢂ΋ठޑǴٯӵჹܭׯᡂғࢲᄍٯԖၨଯ໼ ӛޑΓǴ҂Ѹ΋ۓӕਔڀԖၨଯޑ᠞ཊ໼ӛǶҁࣴزම჋၂аԜځύҺ΋ঁ܈ኧ ঁय़ӛж߄ཥڻଓ؃ᄬय़ٰ຾΋؁ᡍ᛾Ǵว౜ځύዴჴԖ٤ৡ౦௃׎ӸӧǴՠ٠ ҂ӧԜБय़ᝩុుΕࣴزǴ੮ࡑࡕុԖᑫ፪ϐࣴزޣӆբ຾΋؁ϐۯ՜Ƕ ԜѦǴҁࣴزཥቚϐ௖઩ཀკǴځߞࡋ໻ឦύଯߞࡋǴᡉҢԜ೽ϩϐୢڔ೛ ी܈ᑽໆБԄ܈ۘԖঅׯޜ໔Ƕӕਔҁࣴزϐ่݀໻ૈж߄ၯ኷୔ᜪࠠϐਓၯǴ ࡕុࣴزёаଞჹόӕᜪࠠϐਓၯඳᗺ܈ਓၯՉำ຾Չۯ՜ࣴزǶ

ୖ Ե Ў ᝘

Цػमǵఉ᐀៩᝿ǴSchmitt, B.H.๱Ǵ(2000)ǴᡏᡍՉᎍǴѠчǺ࿶ڂ໺ૻǶ Ҭ೯೽ᢀӀֽǴ(2001)ǴᢀӀࡹ฼қҜਜǴѠчǺҬ೯೽ᢀӀֽǶ ԙᅚ׊Ǵ(2004)ǴচՐ҇ᢀӀЎϯ༜୔ၯ࠼ϐཥڻଓ؃ᆶਓၯՉࣁϐࣴزǴύ୯Ў ϯεᏢᢀӀ٣཰ࣴز܌҂рހϐᅺγፕЎǶ ֆٰᓉǴ(2003)ǴаᡏᡍՉᎍᢀᗺ௖૸੃຤ޣჹ਻ݗϐᡏᡍϷᄬԋጕ઩Ǵ୯ҥ჏က εᏢՉᎍᆶࢬ೯ᆅ౛ࣴز܌҂рހϐᅺγፕЎǶ ؇຾ԋǵᄃऩׂǵڬ։ְǴ(2005)Ǵၯ࠼ᡏᡍǵਓၯཀຝǵᅈཀࡋᆶ۸၈ࡋቹៜᜢ ߯ϐࣴز–а๮ξڜଢ଼ࣁٯǴЊѦၯᏨࣴزǴ18Ȑ3ȑǴ59-79Ƕ ܴ݅᎔Ǵ(2005)ǴаᡏᡍՉᎍᢀᗺ௖૸ඳᢀڜଢ଼᡺ޑ୘۫਻ݗӢનϷޕ᝺ሽॶϐࣴ ز–аཥޗӦ୔ࣁٯǴර໚ࣽמεᏢҾ཰ᆅ౛س҂рހϐᅺγፕЎǶ ߋࠧᇬǴ(2005)Ǵ੃຤ޣᡏᡍჹᡏᡍሽॶǵ៝࠼ᅈཀࡋǵՉࣁཀӛቹៜϐࣴز–а ύ϶ԭ೤ࣁٯǴර໚ࣽמεᏢҾ཰ᆅ౛س҂рހϐᅺγፕЎǶ ૲⽋ᐇǴ(2003)ǴᡏᡍՉᎍǵᡏᡍሽॶᆶ៝࠼ᅈཀᜢ߯ϐࣴزǴ୯ҥѠчࣽמεᏢ ୘཰Ծ୏ϯᆶᆅ౛ࣴز܌҂рހϐᅺγፕЎǶ ஭ЎەǴ(2005)ǴҶ໕ၭ൑ᡏᡍᆶՉᎍ฼ౣೕჄϐࣴزǴࡀܿࣽמεᏢ዗஥ၭ཰ᄤ ୯ሞӝբࣴز܌҂рހϐᅺγፕЎǶ ஭ᛏಹǴ(2003)ǴаᡏᡍՉᎍᢀᗺ௖૸୘۫਻ݗᆶ੃຤ޣᡏᡍϐࣴزɡаᖼނύЈ ࣁٯǴ୯ҥ჏ကεᏢՉᎍᆶࢬ೯ᆅ౛ࣴز܌҂рހϐᅺγፕЎǶ ഋؙོǴ(2004)Ǵ੃຤ޣᡏᡍᆶᖼࡕՉࣁᜢ߯ϐࣴز–аϤᅽ׸Ьᚒၯ኷༜ࣁٯǴ ර໚ࣽמεᏢҶ໕٣཰ᆅ౛س҂рހϐᅺγፕЎǶ

ഋࠂةǵഋ࠶٥Ǵ(2005)ǴεᏢғၯᏢౢࠔཀຝǵޕ᝺ሽॶǵᅈཀࡋϷᖼࡕՉࣁཀ კᜢ߯ϐࣴزǴЊѦၯᏨࣴزǴ18Ȑ1ȑǴ23-46Ƕ ໳ࢀ◚Ǵ(2005)ǴᡏᡍՉᎍǵᡏᡍሽॶǵ៝࠼ᅈཀǵࠔจ׎ຝᆶՉࣁཀӛᜢ߯ϐࣴ زǴεယεᏢ٣཰࿶ᔼࣴز܌҂рހϐᅺγፕЎǶ ᄃߪᏂǴ(2004)Ǵᙍ෇౜൑ᢀ౲੃຤ᡏᡍाનჹᡏᡍᅈཀࡋᆶ۸၈ཀკቹៜϐࣴز Ǵ୯ҥᆵ᡼ৣጄεᏢᡏػᏢس҂рހϐറγፕЎǶ ᚟ႳᝬǴ(2005)ǴҞޑӦཀຝǵޕ᝺ሽॶᆶၯࡕՉࣁཀკᜢ߯ϐࣴزǴ୯ҥԋфε ᏢҬ೯ᆅ౛ࣽᏢࣴز܌҂рހϐᅺγፕЎǶ

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Baker, D. A. & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.

Bello, D. & Etzel, M. (1985). The role of novelty in the pleasure travel experience. Journal of Travel Research, 24(1), 20-26.

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