環境氛圍對消費者情緒、滿意度與行為意圖影響之研究：以埔里觀光酒廠為例

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(1) . ୯ҥᆵύ௲‫ػ‬εᏢ҉ុᢀӀᄤၯᏨᆅ౛ᅺγᏢՏᏢำ. ᅺγፕЎ!. . ᕉნ‫ݗ‬ൎჹ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀკ! ቹៜϐࣴ‫ˇز‬а঵ٚᢀӀଚቷࣁ‫!ٯ‬ !. !!!ࡰᏤ௲௤Ǻ໳ҏถ! റγ! !!!ࣴ!‫!ز‬ғǺ೚ᛏЎ! ኗ! . ύ๮҇୯΋Ʉ΋ԃ΋Д!.

(2) ᖴ ᇞ གᖴԖᐒ཮ૈӧπբ΋ࢤਔ໔ࡕǴᗋૈӣ‫ډ‬Ꮲೌ‫ޑ‬྅୸кჴԾ‫ך‬ǴΟ ԃ߻፯Εᆵύ௲‫ػ‬εᏢਔǴவؒགྷၸԾρନΑπբǵᏢ཰ѦǴᗋૈঋ៝҆ ᒃ‫فޑ‬ՅǴ೭‫ځ‬ύ‫ޑ‬ЈለҒधѝԖԾρനΑှǶགৱ‫܌‬ԖࡰᏤ‫ߏৣޑך‬ǵ Ѝ࡭‫ޑך‬ৎΓϷӄΚ࣬ਇ‫ޑ‬Ꮲ‫ۂ׌‬Ǵᡣ‫ޑך‬ᅺγፕЎ൩Ⴝ‫࠸ঁٿ‬η഻৹૓ ‫ޑ‬рғǶ २Ӄाགᖴ‫ࡰࢂޑ‬Ꮴ௲௤໳ҏถറγ‫ޑ‬஼Ј௲ᏤǴΟԃ‫܌زࣴޑ‬ғ ఱǴӧԴৣ‫يޑ‬΢Ꮲಞ‫ډ‬Α୲ம‫ޑ‬ኾΚǵၢ៌‫ࡘޑ‬Եᆶᡄᒠ௢ᄽǴ‫؃‬Ꮲය ໔Ԗᒘֆ۸ֻ௲௤ǵЦ‫ֻד‬௲௤ӧࣴ‫ز‬Б‫ݤ‬ᆶ಍ीϩ‫݋‬Бय़‫ࡰޑ‬ᏤǴპ‫ۓ‬ ࣴ‫ز‬ᛙ‫୷ޑڰ‬ᘵǶќѦǴགᖴӧፕЎኗቪᆶα၂ය໔Ǵ๏ϒࡰ҅Ϸᝊ຦ཀ ‫ޑـ‬α၂‫ہ‬঩ᗛ‫ד‬ம௲௤ǵᚑܱ๮௲௤ǵ݅҉හ௲௤ᆶ‫ߞڑ‬ՙ௲௤ǹаϷ ୢ‫ڔ‬ว৖ය໔ග‫ࡌٮ‬᝼ᆶ‫ڐ‬շ‫ޑ‬ጰߏమ௲௤ǵᗛ‫ד‬ம௲௤ǵ݅҉හ௲௤ǵ Ֆඳ๮௲௤ǵ੅Јᑯ௲௤Ǵ‫؂‬ՏৣߏϷࣴ‫ز‬Ӄ຾ჹҁፕЎ֡Ԗವεշ੻Ƕ ӧ‫؃‬Ꮲ‫ޑ‬ၡ΢ǴԖ۩ၶ‫ډ‬ӅӕѺ࡫‫ޑ‬უՔࣿ໦ǵቺ࠹ǵࡏևǵ଻ໜε ঢǵཥᡫǵችዅǵფ൛ǵ༜㗟ǴЀ‫ځ‬གᖴࣿ໦ǵችዅǵფ൛ǵ༜㗟ٌध‫ޑ‬ ‫ڐ‬շว‫ܫ‬ୢ‫ڔ‬ǴӢࣁாॺ‫ޑ‬ഉՔᆶЍ࡭Ǵ٬ள‫ૈך‬໩ճֹԋᏢ཰ǴԖգॺ ੿ӳǼ നࡕǴाགᖴ‫ޑך‬ৎΓǴЀ‫ޑךࢂځ‬ӃғᄪᅽǴ΋ၡЍ࡭‫ך‬ӧᏢೌ΢ ᆒ຾Ǵӧ‫ך‬നࡕፂ‫ڈ‬໘ࢤǴค࡜ค৷Ӧྣ៝‫ٿ‬ՏѴζǴ‫ךࢂ׳‬य़ჹ֚ᜤਔ നε‫ޑ‬ЍࢊǹᗋԖ‫ޑך‬ϦϦǵஇஇǴό໻Ѝ࡭‫ך‬ᝩុ‫؃‬Ꮲ‫ޑ‬ၡǴҭӄЈӄ ཀӦᔅ‫៝ྣך‬ৎ৥Ǵᡣ‫ך‬คࡕ៝ϐኁǶӣ२೭΋ၡٰाགᖴ‫ޑ‬Γ੿‫ޑ‬ϼӭ ΑǴ૱ЈӦᖴᖴ΋ၡ΢මᔅշၸǵࡰᏤၸ‫ޑך‬ΓǶ. ᛏЎ. ལ΢. ҇୯101ԃ1Д.

(3) ᕉნ‫ݗ‬ൎჹ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀკቹៜ ϐࣴ‫ز‬Ǻа঵ٚᢀӀଚቷࣁ‫ٯ‬ ύЎᄔा ҁࣴ‫ز‬ԑӧᕕှ঵ٚଚቷၯ࠼ᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁ ཀკϐ౜‫ݩ‬Ǵ௖૸঵ٚଚቷၯ࠼୷ҁឦ‫܄‬ǵਓၯ੝‫܄‬ᆶᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬ ௃ᆣǵᅈཀࡋᆶՉࣁཀკϐᜢ߯Ǵ຾Զࡌᄬ٠ᡍ᛾Ȩᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ ᆣǵᅈཀࡋᆶՉࣁཀკኳԄȩǴനࡕ௖‫ز‬঵ٚଚቷၯ࠼ϐᕉნ‫ݗ‬ൎᇡ‫ޕ‬ǵ ੃຤‫ޣ‬௃ᆣǵᅈཀࡋჹՉࣁཀკ‫ޑ‬ቹៜǶ ࣴ‫ز‬ჹຝࣁ঵ٚଚቷၯ࠼Ǵ௦ୢ‫ڔ‬ፓࢗ‫ޑ‬БԄǴӅᕇளԖਏୢ‫ڔ‬403 ҽǶ࿶ӣ៝࣬ᜢ౛ፕ٠ၮҔ่ᄬБำኳԄ‫ޑ‬ϩ‫ࡕ݋‬Ǵள‫ډ‬Ȩᕉნ‫ݗ‬ൎǵ੃ ຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀკኳԄȩǶ่݀ᡉҢǺ (1)঵ٚଚቷၯ࠼ε೽ϩࢂࡐϿ໯ଚ(36.7%)‫ࢂ܈‬ό໯ଚ‫(ޑ‬29.5%)Ǵՠࢂ࿶ த໯ଚၯ࠼(6%)‫ޑ‬ᅈཀࡋᡉ๱Ӧε‫ܭ‬໯ଚᓎ౗ե‫ޑ‬ၯ࠼ǶќѦიᡏਓ ၯ‫ޑ‬ၯ࠼ᅈཀࡋᆶԾҗՉၯ࠼ҭԖᡉ๱ৡ౦Ƕ (2)ҁࣴ‫ز‬ϐȨᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀკኳԄȩ᏾ᡏ፾ଛ ࡋ‫ؼ‬ӳ(GFI=0.90,AGFI=0.91,RMSEA=0.078,CFI=0.97)ǶҗኳԄள‫ޕ‬ᕉ ნ‫ݗ‬ൎ཮҅ӛЪᡉ๱‫ޑ‬ቹៜ੃຤‫ޣ‬௃ᆣǵ੃຤‫ޣ‬௃ᆣ҅ӛЪᡉ๱‫ޑ‬ቹ ៜᅈཀࡋǵᅈཀࡋ཮҅ӛЪᡉ๱‫ޑ‬ቹៜՉࣁཀკǵᕉნ‫ݗ‬ൎ཮҅ӛЪ ᡉ๱‫ޑ‬ቹៜՉࣁཀკǹԶ௃ᆣᆶᅈཀࡋӧᕉნ‫ݗ‬ൎቹៜՉࣁཀკύԖ ߚதख़ा‫ޑ‬ύϟਏ݀Ƕ ਥᏵа΢่݀ჹ঵ٚଚቷᆅ౛ൂՏගр࿶ᔼᆅ౛฼ౣǴ٠ჹࡕុࣴ‫ز‬ ගр࣬ᜢࡌ᝼Ƕ ᜢᗖӷǺ঵ٚଚቷǵᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკǵ่ᄬБ ำኳԄǶ II.

(4) Examining the Relationships among Environmental Atmosphere, Consumer Emotion, Satisfaction, and Behavioral Intentions: A Case Study from the Puli Brewery. ABSTRACT The purpose of this research was to establish a conceptual model of environmental atmosphere, consumer emotion, satisfaction and behavioral intentions. The specific objectives were as follows:1. to understand Puli brewery visitors’ environmental atmosphere, consumer emotion, satisfaction and behavioral intentions;2. to explore the relationships among visitor’s socio-demographic characters, environmental atmosphere, consumer emotion, satisfaction and behavioral intentions; 3. to construct and validate the structural model among environmental atmospheric effect on consumer emotion, satisfaction and behavioral intentions; and 4.to examine the causal relationships among environmental atmosphere, consumer emotion, satisfaction and behavioral intentions. A total of 403 valid questionnaires were collected through face-to-face survey from Puli brewery visitors. Establishing from the previous literature, we tested the conceptual model and found that environmental atmosphere, consumer emotion, satisfaction are antecedents of behavioral intentions. Based on the research findings, there were significant differences among visitors’ drinking habits and satisfaction. Furthermore, Group visitors’ satisfaction significantly higher than independent travellers. The overall proposed model fit the data well (GFI=0.90,AGFI= 0.91,RMSEA=0.078,CFI=0.97). After conducting the Structural Equation III.

(5) Modeling, the results showed that the environmental atmosphere positively and significantly influenced consumer emotion;consumer emotion positively and significantly influenced satisfaction; satisfaction positively and significantly influenced behavioral intentions; environmental atmosphere positively and significantly influenced behavioral intentions. Consumer emotion and satisfaction acted as important mediators betweed environmental atmosphere and behavioral intentions According to the aforementioned study results, this study proposed some managerial suggestions for Puli brewery. Finally, the recommendations for future research were also discussed. Keywords: Puli brewery, environmental atmosphere, consumer emotion, satisfaction, behavioral intentions, Structural Equation Modeling.. IV.

(6) Ҟᒵ ᖴᇞ……………………………………………………………………I ύЎᄔा………………………………………………………………˨ मЎᄔा.……………………………………………………………III Ҟᒵ……………………………………………………………………V ߄Ҟᒵ………………………………………………………………VII კҞᒵ…………………………………………………………………X ಃ΋ക ᆣፕ……………………………………………………………1 ಃ΋࿯ ࣴ‫ز‬ङඳ………………………………………………..1 ಃΒ࿯ ࣴ‫୏ز‬ᐒ………………………………………………..3 ಃΟ࿯ ࣴ‫ز‬Ҟ‫………………………………………………ޑ‬..5 ಃѤ࿯ ࣴ‫ࢬز‬ำ………………………………………………..6 ಃϖ࿯ Ӛᡂ໨ᏹբࠠ‫ۓ‬က……………………………………..7 ಃΒക Ў᝘ӣ៝……………………………………………………..8 ಃ΋࿯ ᕉნ‫ݗ‬ൎ………………………………………………..8 ಃΒ࿯ ੃຤‫ޣ‬௃ᆣ……………………………………………..15 ಃΟ࿯ ᅈཀࡋ…………………………………………………..22 ಃΟ࿯ Չࣁཀკ………………………………………………..26 ಃѤ࿯ ᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀკϐᜢ߯..31 ಃΟക. ࣴ‫ز‬Б‫……………………………………………………ݤ‬36. ಃ΋࿯. ࣴ‫୷ز‬Ӧᆶჹຝ………………………………………36. ಃΒ࿯. ࣴ‫ࢎز‬ᄬ………………………………………………38. ಃΟ࿯. ࣴ‫ز‬ଷᇥ………………………………………………38. V.

(7) ಃѤ࿯ ୢ‫ڔ‬೛ी……………………………………………….39 ಃϖ࿯ ‫ܜ‬ኬ೛ी………………………………………………44 ಃϤ࿯ ߞਏࡋຑ᠘……………………………………………45 ಃΎ࿯ ၗ਑ϩ‫݋‬Б‫…………………………………………ݤ‬50 ಃѤക. ่݀ᆶ૸ፕ…………………………………………………53. ಃ΋࿯. ঵ٚଚቷၯ࠼୷ҁឦ‫………………………………܄‬53. ಃΒ࿯. ঵ٚଚቷၯ࠼ਓၯ੝‫܄‬ᆶ໯ଚಞ‫…………………܄‬55. ಃΟ࿯ ᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀკ౜‫ݩ‬ϩ‫݋‬57 ಃѤ࿯. ၯ࠼୷ҁឦ‫܄‬ᆶࣴ‫ز‬ᡂ໨ϐᜢ߯……………………62. ಃϖ࿯. ၯ࠼ਓၯ੝‫܄‬ᆶࣴ‫ز‬ᡂ໨ϐᜢ߯……………………65. ಃϤ࿯. ኳԄၗ਑ᔠຎ…………………………………………68. ಃΎ࿯. ኳԄϐ᏾ᡏ፾ଛࡋຑ᠘………………………………72. ಃΖ࿯ ᕉნ‫ݗ‬ൎჹ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀკϐቹៜ…72 ಃϖക. ่ፕᆶࡌ᝼…………………………………………………80. ಃ΋࿯. ࣴ‫่ز‬ፕ………………………………………………80. ಃΒ࿯. ࣴ‫ز‬ଅ᝘………………………………………………84. ಃΟ࿯. ࣴ‫ز‬ज़‫ڋ‬ᆶࡕុࣴ‫ز‬ϐࡌ᝼…………………………86. ୖԵЎ᝘………………………………………………………………88 ΋ǵġ ύЎ೽ϩ……………………………………………………88 Βǵġ मЎ೽ϩ……………………………………………………91 ߕҹ΋. ୢ‫߃ڔ‬ዺ……………………………………………………98. ߕҹΒ. ஑ৎቩࢗୢ‫༼ڔ‬᏾߄………………………………………102. ߕҹΟ. Ⴃ၂ୢ‫……………………………………………………ڔ‬114. ߕҹѤ. ҅Ԅୢ‫……………………………………………………ڔ‬113. VI.

(8) ߄Ҟᒵ ߄ 2-1 ୯ϣᏢ‫ޣ‬ᕉნ‫ݗ‬ൎϐ‫ۓ‬က༼᏾߄…………………………………10 ߄2-2 ᕉნ‫ݗ‬ൎᄬय़༼᏾߄………………………………………………12 ߄2-3 ᕉნ‫ݗ‬ൎϖεᄬय़…………………………………………………13 ߄2-4 ୯ϣᏢ‫ޣ‬ჹ‫ܭ‬௃ᆣϐ‫ۓ‬က༼᏾߄…………………………………17 ߄2-5 ඍ৹ɡെଆɡЍଛ‫׎‬৒ຒ΋ំ߄…………………………………17 ߄2-6 Izard‫(ޑ‬1977)௃ᆣϩᜪ……………………………………………19 ߄2-7 ӚᏢ‫ޣ‬௃ᆣᄬय़༼᏾߄……………………………………………20 ߄2-8 ੃຤‫ޣ‬௃ᆣϐᏹբ‫ۓ܄‬ကᆶᑽໆ…………………………………21 ߄2-9. ୯ѦᏢ‫ޣ‬ჹ‫ܭ‬ᅈཀࡋϐ‫ۓ‬က༼᏾…………………………………22. ߄2-10. ୯ϣᏢ‫ޣ‬ჹ‫ܭ‬ᅈཀࡋϐ‫ۓ‬က༼᏾………………………………23. ߄ 2 - 11. ᅈཀࡋϐᏹբࠠ‫ۓ‬ကᆶᑽໆୢ໨………………………………25. ߄2-12 ୯ϣᏢ‫ޣ‬Չࣁཀკ‫ۓ‬က༼᏾߄……………………………………27 ߄2-13 Չࣁཀკໆ߄………………………………………………………30 ߄2-14 ᕉნ‫ݗ‬ൎᡂኧჹ੃຤‫ޣ‬Չࣁቹៜ༼᏾߄…………………………34 ߄3-1 ᕉნ‫ݗ‬ൎᏹբࠠ‫ۓ‬ကᆶᑽໆୢ໨…………………………………41 ߄3-2 ੃຤‫ޣ‬௃ᆣᏹբࠠ‫ۓ‬ကᆶᑽໆୢ໨………………………………42 ߄3-3 ᅈཀࡋᏹբࠠ‫ۓ‬ကᆶᑽໆୢ໨……………………………………42 ߄3-4 Չࣁཀკᏹբࠠ‫ۓ‬ကᆶᑽໆୢ໨…………………………………43 ߄3-5 ঁΓ୷ҁၗ਑ᑽໆୢ໨……………………………………………43 ߄3-6. ᕉნ‫ݗ‬ൎ໨Ҟϩ‫………………………………………………߄݋‬46. ߄3-7. ੃຤‫ޣ‬௃ᆣ໨Ҟϩ‫………………………………………………… ߄݋‬47. ߄3-8. ᅈཀࡋ໨Ҟϩ‫߄݋‬. ………………………………………………………47. ߄3-9. Չࣁཀკ໨Ҟϩ‫……………………………………………………… ߄݋‬47 VII.

(9) ߄3-10. Ⴃ၂ᆶ҅Ԅୢ‫ڔ‬Cronbach αߞࡋϩ‫………………………߄݋‬49. ߄4-1. ‫ڙ‬ೖ‫୷ޣ‬ҁၗ਑௶ॊ಍ी߄………………………………………54. ߄4-2. ‫ڙ‬ೖ‫ޣ‬ਓၯ੝‫܄‬ᆶ໯ଚಞ‫௶܄‬ॊ಍ी߄…………………………56. ߄4-3. ‫ڙ‬ೖ‫ޣ‬ჹ‫ܭ‬ᕉნ‫ݗ‬ൎᇡ‫ޕ‬಍ीϩ‫……………………………߄݋‬59. ߄4-5. ‫ڙ‬ೖ‫ޣ‬ᅈཀࡋ಍ीϩ‫…………………………………………………߄݋‬60. ߄4-6. ‫ڙ‬ೖ‫ޣ‬Չࣁཀკ಍ीϩ‫………………………………………………߄݋‬60. ߄4-7. ‫܄‬ձᆶᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკৡ౦ϩ‫߄݋‬ ………………………………………………………………………………62. ߄4-8 ԃសᆶᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკৡ౦ϩ‫߄݋‬ ………………………………………………………………………………62 ߄4-9 ۚՐӦᆶᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკৡ౦ϩ‫߄݋‬ ………………………………………………………………………………63 ߄4-10 ঁΓДԏΕᆶᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკৡ౦ϩ‫߄݋‬ ………………………………………………………………………………64 ߄4-11. ѳଷВ‫ډ‬ೖᆶᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკৡ౦ϩ‫߄݋‬ ………………………………………………………………………………65. ߄4-12 Ҭ೯π‫ڀ‬ᆶᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკৡ౦ϩ‫߄݋‬ ………………………………………………………………………………65 ߄4-13. იණ࠼ᆶᕉნ‫ݗ‬ൎǵ੃຤‫ ޣ‬௃ᆣǵᅈཀࡋǵՉ ࣁཀკৡ౦ϩ‫߄݋‬ ………………………………………………………………………………66. ߄4-14 ໯ଚಞ‫܄‬ᆶᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკৡ౦ϩ‫߄݋‬ ………………………………………………………………………………67 ߄4-15. ᕉნ‫ݗ‬ൎୢ໨ϐᄊ༈Ϸঢ়ࡋϩଛ…………………………………………68. ߄4-16 ੃຤‫ޣ‬௃ᆣୢ໨ϐᄊ༈Ϸঢ়ࡋϩଛ………………………………………69 ߄4-17 ᅈཀࡋୢ໨ϐᄊ༈Ϸঢ়ࡋϩଛ……………………………………………70 VIII.

(10) ߄4-18 Չࣁཀკୢ໨ϐᄊ༈Ϸঢ়ࡋϩଛ…………………………………………70 ߄4-19 ኳԄ‫܌‬Ԗᢀჸᡂ໨ϐᄊ༈Ϸঢ়ࡋϩଛ……………………………………71 ߄4-20ኬҁᢀჸᡂ໨ϐӅᡂኧંତ…………………………………………………72 ߄4-21 ౛ፕኳԄϣӧ่ᄬ፾ଛࡋຑ᠘……………………………………………74 ߄4-22 ᏾ᡏኳԄ፾ଛࡋԵᡍࡰ኱ᄔा߄…………………………………………75 ߄4-23 ౛ፕኳԄϐ่ᄬ߯ኧ………………………………………………………77 ߄4-24 ౛ፕኳԄወӧᡂ໨ᜢ߯ϐ‫ޔ‬ௗਏ݀ǵ໔ௗਏ݀Ϸᕴਏ݀………………79. IX.

(11) კ. Ҟ. ᒵ. კ 1-1 ࣴ‫ࢬز‬ำკ…………………………………………………………6 კ 2-1 S-O-R ኳԄ……………………………………………………………9 კ 2-2 ௃ᆣѤᆢࡋ…………………………………………………………18 კ 2-3 M- R ኳԄ კ…… …… ……… ……… …… ……… ……… …… …… 32 კ 3-1 ࣴ‫ࢎز‬ᄬკ…………………………………………………………39 კ 3-2 ᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀკኳԄཷ‫ۺ‬კ ………40 კ 4-1 ኳԄၡ৩კϷ኱ྗϯୖኧ…………………………………………76. X.

(12) ಃ΋ക ᆣፕ ҁകӅϩࣁϖ࿯Ǵ२ӃᇥܴЎϯၗౢᙯࠠЎϯᢀӀ‫ޑ‬ङඳᆶᐕำǴ٠ଞჹ঵ ٚଚቷচቷ୔᏾ӝറ‫ނ‬ᓔᆶೡ୧ύЈǴஒᢀӀࢲ୏஥Ε໺಍ᇙଚౢ཰Ǵ੃຤‫ޣ‬௃ ᆣᆶᅈཀࡋஒჹࡕុ੃຤ՉࣁౢғቹៜǴ٠ߦԋҁࣴ‫ز‬ϐ୏ᐒǴᏵԜुрࣴ‫ز‬Ҟ ‫ޑ‬Ǵගрࣴ‫ࢬز‬ำǴЪዴ‫࣬ۓ‬ᜢӜຒϐ‫ۓ‬ကǶ. ಃ΋࿯ ࣴ‫ز‬ङඳ 1999ԃȨ୯ሞЎϯइ‫ނۺ‬ᆶᐕў൑‫ہ܌‬঩཮ȩ(International Council on Monuments and Sites,ᙁᆀICOMOS)ӧᏀՋঢᖐՉಃΜΒۛԃ཮೯ၸ‫ޑ‬Ȩ୯ሞЎϯ ᢀӀᏦകȩǴܴқഋॊЎϯᒪౢёаᙖҗᢀӀว৖࿶ᔮǴ٠೏࿶ᔼᆅ౛ᆶᆢៈǴ ٠රӛ࿶ᔮ҉ុ‫܄‬ว৖Ƕ ᆕᢀШࣚӚ୯දၹஒคྟ֙‫ޑ‬ȨᢀӀౢ཰ȩᆶࣽ‫מ‬ౢ཰ǴӅӕຎࣁΒΜ΋Ш इ‫ࢃܴޑ‬ౢ཰Ǵय़ჹ΋ঁமፓ҉ុ࿶ᔼ‫ޑ‬ШࣚǴ‫ڀ‬Ўϯཀ఼٠Ъࡌᄬࠤѱ‫ޑ‬ᐕў ॉၞ‫ޑ‬ЎϯၗౢǴ՟ᔈරӛ҉ុว৖‫ޑ‬ၰၡ߻຾ǶЎϯၗౢ‫ޑ‬ਔж‫܄‬ǵࡺ٣‫܄‬ᆶ ໣ᡏ‫܄‬ǴΨ೿཮ӧВ੻ஙଆ‫ޑ‬ȨЎϯᢀӀȩሦୱύǴ‫ת‬ᄽ๱ख़ा‫فޑ‬ՅǶ٣ჴ΢Ǵ ҺՖ΋ೀЎϯၗౢ೿ࢂΓᜪᐕў΢‫ޑ‬΋ঁ᛾‫ނ‬Ǵࢂόёඹж‫ޑ‬Ӧ኱Ǵ຾ԶԋࣁЎ ϯᢀӀ‫ޑ‬ჹຝǶ ᆵ᡼ӧ2002ԃуΕWTOϐ߻ǴӢࣁ๨ଚ஑፤‫ࡋڋ‬ჴࡼǴҗᆵ᡼࣪๨ଚϦ፤ֽ ᐱэѱ൑ǴӢᔈуΕWTOࡕǴ໒‫ܫ‬ଚᜪ຾αϷ҇໔ᇙଚǴϦ፤ֽ‫҇ڋׯ‬ᔼϯǴᄡ Π౲ӭଚቷሡࡘ઩ᙯࠠБӛǹу΢߈൳Μԃ࿶ᔮ่ᄬ‫ׯޑ‬ᡂǴନΑଚቷϐѦǴ೚ ӭ୯ᔼ٣཰‫ٯ‬ӵǺᑗቷǵᡶ൑฻Ӣғౢԋҁό಄ӝਏ੻Ǵ઱઱य़ᖏଶЗᔼၮᆶᙯ ࠠ‫ڮޑ‬ၮǴ೭٤୯ᔼ٣཰ࣁ஥୏ᆵ᡼࿶ᔮว৖‫ޑ‬ख़ाӢનǴԶౢ཰౜֟‫ڀ‬Ԗᙦ൤ ‫ޑ‬ᐕўว৖ે๎ᆶౢ཰Ўϯǹ೭٤୯ᔼ٣཰ӧౢ཰य़ᖏౢ཰ؒပਔǴऩૈ፾྽‫ޑ‬ ೏࿶ᔼᆅ౛Ǵᡣ೭٤ቷ‫܊‬ӧғౢπ‫ۓڀ‬ՏаѦǴ፟ϒᐕўЎϯཀကǴ೸ၸᢀӀ࠼. 1.

(13) ‫ୖޑ‬ᢀǴ஥ٰᚐѦ‫ޑ‬࿶ᔮਏ੻Ǵၲ‫ډ‬ౢ཰‫ុ҉ޑ‬ว৖Ƕ ٣ჴ΢ǴՉࡹଣЎϯࡌ೛‫ہ‬঩཮߈൳ԃΨ໒‫ۈ‬ख़ຎ೭٤‫ڀ‬ԖᐕўሽॶᆶӦБ ે๎‫ޑ‬൑ୱǴஒࢲϯЎϯၗౢǴࠆ෌ᢀӀၗྍӈࣁԃࡋख़ाࡼࡹ໨ҞǴख़ཥࡘԵ ЎϯၗౢࢲϯᆶӆճҔǴаЎϯၗౢ‫ޑ‬࿶ᔮਏ੻բࣁ໒ബᆵ᡼ЎϯᢀӀཥࠨᐒǶ. 2.

(14) ಃΒ࿯. ࣴ‫୏ز‬ᐒ. ঵ٚଚቷԋҥ‫ ܭ‬1917 ԃǴࢂౢ཰ᆶᢀӀ่࿉‫ޑ‬ԋф‫ڂ‬ጄǶ၀ଚቷࢂϦ፤ֽ ஑ᇙಏᑫଚ‫ޑ‬ଚቷǴӧ໒‫ࢩܫ‬ଚ຾αϐࡕǴಏᑫଚᎍ୧ໆ๺ᕭΑΖԋǴࣁΑᡣᇙ ଚౢ཰ଆԝӣғǴ၀ଚቷ໒‫ܫ‬ᢀӀǴၮҔ౜Ԗଚ൑ᕉნ೛ࡼԋҥଚЎϯᓔϷ୘ࠔ ৖ҢύЈǴ΋ԃၯ࠼ໆຬၸ 160 ࿤Γԛа΢Ǵ୘ࠔ৖ҢύЈ‫ޑ‬ᔼ཰ᚐ՞঵ٚଚቷ ᕴᔼ཰‫ޑ‬Βϩϐ΃Ǵӧ၀ύЈೡ୧‫ޑ‬ಏᑫଚ՞ӄ୯ϖϩϐ΃‫ޑ‬К‫ٯ‬Ƕ Kotler(1973)ࡰрҾ཰ஒ႟୧ᕉნуа೛ीǴബ೷΋ᅿ‫ؼ‬ӳ‫ݗޑ‬ൎǴёቹៜ੃ ຤‫ޑޣ‬௃ᆣǴ຾Զߦ຾‫੃ځ‬຤ՉࣁǶЦШᐛ(2008)٠ࡰрᆶೡ୧ౢࠔ΋ठ‫ޑ܄‬ᕉ ნ‫ݗ‬ൎǴஒቹៜ੃຤‫ޣ‬௃ག‫܄‬යఈ຾Զᇡ‫ޕ‬ඍ৹གǴനࡕගϲ‫ځ‬ᖼວཀკǶࡺҁ ࣴ‫ز‬టа၀ଚቷࣁਢ‫ٯ‬Ǵ௖૸ଚቷᕉნ‫ݗ‬ൎჹ‫੃ܭ‬຤‫ޣ‬௃ᆣǵᅈཀࡋаϷࡕុՉ ࣁ‫ޑ‬ቹៜᜢ߯Ƕ Mehrabian ᆶ Russell (1974)ගр႟୧ᕉნെଆ੃຤‫ޣ‬ΟᜪЬा‫ޑ‬௃ᆣӣᔈ: ඍ৹ǵെଆ‫ک‬ЍଛǶඍ৹և౜҅य़‫ޑ‬௃གǴെଆϸࢀрᑫᏟ‫ڈک‬ᐟ‫ޑ‬ག᝺ǴЍଛ ߾ࢂӧ௓‫ڋ‬ၸำύ‫ޑ‬ག᝺Ƕ೭Οᅿ୷ҁ௃ᆣӣᔈǴ٩‫ׇ‬،‫ۓ‬Α੃຤‫ޣ‬ӧ۫ϣ‫ޑ‬Չ ࣁǴ‫ٯ‬ӵ:ࡑӧ္۫‫܈‬ᚆ໒ǶDonovan ᆶ Rossiter (1982)а႟୧ᕉნ຾Չࣴ‫ز‬ว ౜Ǵඍ৹ࢂനԖቹៜΚ‫ޑ‬،‫ۓ‬ӢનǶඍ৹ᆶ੃຤‫ޣ‬ჹ‫ܭ‬୘۫‫ޑ‬ᄊࡋǵ۫ϣᘤំਔ ໔ǴаϷຬрႣᆉ‫ޑ‬໒ЍԖᜢ(қᅗమǴ2007)Ƕ ੃຤‫ޣ‬௃ᆣᆶᖼ‫ނ‬࿶ᡍ཮ቹៜᅈཀࡋǴ٠໔ௗቹៜࡕុ‫ޑ‬ՉࣁཀკǴDawson, Bloch, ᆶ Ridgway(1990)ࡰрᕓ໔‫ޑ‬௃ᆣ(Transient emtions)ჹᖼ‫ޑޣނ‬ᅈཀࡋϷ ᖼ‫ނ‬Չࣁ‫ڀ‬Ԗ҅ӛቹៜǶ੃຤௃ᆣӳ‫ޑ‬ΓǴ཮К௃ᆣόӳ‫ޑ‬ΓǴჹᖼ‫ނ‬Ԗၨ҅य़ ‫ݤ࣮ޑ‬Ǵՠࢂӵ݀Ԗόӳ‫ޑ‬ᖼ‫ނ‬࿶ᡍࡕǴ௃ᆣΨ཮ӢԶᡂள‫׳‬ᚯǹ௃ᆣԖ҅य़ຑ ሽ‫ॄک‬य़ຑሽ‫ޑ‬੝‫܄‬Ǵ੃຤‫ޣ‬ததӢࣁ௃ᆣ‫ޑ‬ৡ౦Ǵౢғၨଯ‫܈‬ၨեᅈཀࡋǴ຾ Զቹៜᖼ‫ނ‬ՉࣁǴ‫܌‬а႟୧୘۫ࣁΑගଯ੃຤‫҅ޑޣ‬य़௃ᆣǴԶග‫ٮ‬ऍӳ‫ޑ‬୘۫ ‫ݗ‬ൎ(Swinyard, 1993)Ƕ. 3.

(15) Wart, Robertson ᆶ Zielinski (1992) ߾ࡰр᏾ᡏᕉნ‫ݗ‬ൎ཮ቹៜᖼ‫ޑޣނ‬Ј ௃ǴЇว੃຤‫ޣ‬ඍ‫ז‬ǵെଆϷЍଛϐ௃ག‫܄‬ϸᔈǶTurley ᆶ Milliman(2000)༼᏾ Α߈ 60 ጇᆶᕉნጕ઩࣬ᜢࣴ‫ز‬Ǵ᏾౛рᕉნ‫ݗ‬ൎϖεᄬय़Ǵ႟୧‫ޜ‬໔‫ޑ‬Ѧᢀǵ ϣ೽ᕉნǵ೛ीᆶଛ࿼ǵ୘ࠔ৖ҢѲ࿼ϷΓ঩Ӣન฻Ӣન೿཮ቹៜ੃຤‫ޣ‬Չࣁኳ ԄǶ ୯ϣѦᏢ‫ޣ‬຾Չᕉნ‫ݗ‬ൎᔼ೷ϐࣴ‫ز‬Ǵεӭவԭ೤Ϧљǵໆೡ۫ǵຬѱǵᓓ ᡺฻୘཰୍ܺ‫܈‬႟୧Ᏽᗺ຾Չ૸ፕǴЪӭаൂ΋‫܈‬ಔӝ‫ݗ‬ൎӢη຾Չჴᡍ೛ीǴ ‫ٯ‬ӵǺङඳॣ኷ჹ‫੃ܭ‬຤ߎᚐ‫ޑ‬ቹៜǵᏱᔒำࡋᆶ୍ܺΓ঩ӭჲჹ੃຤‫ޣ‬ᖿᗉՉ ࣁ‫ޑ‬ቹៜ฻Ƕ ќѦǴ੃຤௃ნҭࢂ௖૸੃຤‫ޣ‬ӧ੃຤،฼ਔ‫ޑ‬ቹៜӢનǴIyer(1989)ǵ Park,Iyer,ᆶ Smith(1989)а҂ीฝᖼ‫ࣁޣނ‬ჹຝǴ௖૸ਔ໔ᓸΚᆶ୘۫‫ޕ‬᛽ӭჲ໔ ჹ‫ܭ‬ᖼວՉࣁ‫ޑ‬ቹៜǵ஭‫ذ‬ฐ(2004)߾຾Չ௖૸ਔ໔ᓸΚǵᖼວҔ೼ჹ‫ܭ‬ᖼວਓ ၯइ‫ࠔۺ‬ϐၯ࠼ᖼວՉࣁ‫ޑ‬ቹៜǴҗ‫ܭ‬೭٤ࣴ‫ز‬௖૸੃຤‫ޣ‬ҁ‫ޑي‬ЬᢀచҹǴߚ ࿶ᔼᆅ౛೽ߐёа௓‫ޑڋ‬ᡂ໨ǴӢԜǴҁࣴ‫ز‬ట௖૸ჴᡏᕉნᔼ೷ϐ‫ݗ‬ൎǴࢂց ૈ‫ڈ‬ᐟ੃຤‫҅ޣ‬य़௃ᆣǴ٠ගϲᅈཀࡋǴ٠ቹៜࡕុՉࣁཀკǴ٠๏ϒᆅ౛ൂՏ Ϸ‫ځ‬дౢ཰բࣁౢ཰่ӝᢀӀว৖ϐᙯࠠୖԵǶ. 4.

(16) ಃΟ࿯. ࣴ‫ز‬Ҟ‫ޑ‬. ٩Ᏽ΢ॊࣴ‫ز‬ङඳᆶࣴ‫୏ز‬ᐒǴҁࣴ‫ز‬Ҟ‫ࣁޑ‬Ǻ ΋ǵΑှ঵ٚଚቷၯ࠼ᕉნ‫ݗ‬ൎᇡ‫ޕ‬ǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀკϐ౜‫ݩ‬Ƕ Βǵ௖૸঵ٚଚቷၯ࠼୷ҁឦ‫܄‬ӧᕉნ‫ݗ‬ൎᇡ‫ޕ‬ǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋᆶՉࣁཀ კϐৡ౦௃‫׎‬Ƕ Οǵࡌᄬ٠ᡍ᛾Ȩᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკȩϐኳԄǶ Ѥǵ௖૸ᕉნ‫ݗ‬ൎǵ੃຤‫ޣ‬௃ᆣǵᅈཀࡋჹՉࣁཀკ‫ޑ‬ቹៜǶ ҁࣴ‫ز‬යఈૈӧჴ୍΢஥๏ᆵ᡼๨ଚϦљჴ፦ࡌ᝼ǴќѦǴᏤΕ୘཰ᆅ౛‫ޑ‬ ‫ݗ‬ൎ౛ፕයఈӧᢀӀᏢೌ΢Ԗ‫܌‬ଅ᝘Ƕ. 5.

(17) ಃѤ࿯. ࣴ‫ࢬز‬ำ. ҁࣴ‫ز‬ϐࣴ‫ࢬز‬ำӵΠკǴӅϩࣁΜΒঁ‫؁‬ᡯǴ२Ӄഋॊࣴ‫ز‬ङඳᆶ୏ᐒǵ ዴҥࣴ‫ز‬Ҟ‫ޑ‬ǵ຾ՉЎ᝘ᇆ໣ӣ៝ǵࡌҥࣴ‫ࢎز‬ᄬǵዴҥࣴ‫ز‬ჹຝᆶጄൎǵගр ࣴ‫ࢎز‬೛ϷБ‫ݤ‬ǵ຾Չࣴ‫ز‬೛ीᆶୢ‫ڔ‬ೕჄǹӃ຾Չ߻ෳբ཰ࡕǴஒό፾‫ޑە‬ᚒ ໨অ҅Ǵӆ຾Չ҅Ԅୢ‫ڔ‬ว‫ܫ‬Ǵനࡕஒ‫܌‬ᇆ໣ϐၗ਑ϒаϩ‫݋‬Ǵբࣁࡌ᝼ϐ٩ᏵǶ. ࣴ‫ز‬ङඳᆶ୏ᐒ ࣴ‫ز‬Ҟ‫ޑ‬ Ў᝘ᇆ໣Ϸӣ៝! ࡌҥࣴ‫ࢎز‬ᄬ ዴҥࣴ‫ز‬ჹຝᆶጄൎ ගрࣴ‫ز‬ଷ೛ϷБ‫ݤ‬ ࣴ‫ز‬೛ी ୢ‫ڔ‬೛ी! ୢ‫߻ڔ‬ෳᆶঅु! ҅Ԅୢ‫ڔ‬ว‫ܫ‬ӣԏ ၗ਑᏾౛ᆶϩ‫!݋‬ ่ፕᆶࡌ᝼ კ 1-1 ࣴ‫ࢬز‬ำკ. 6.

(18) ಃϖ࿯. Ӛᡂ໨ᏹբࠠ‫ۓ‬က. ΋ǵᕉნ‫ݗ‬ൎ(environmental atmosphere) ҁࣴ‫ز‬ਥᏵ Kotler (1975ȑ‫ݗ‬ൎϐ‫ۓ‬ကǴஒ႟୧‫ޜ‬໔уа೛ीǴаҔٰᏹ‫੃׋‬ ຤‫ޑޣ‬௃ᆣǴ຾Զߦ٬੃຤‫܌ޣ‬ᖼວ‫ޑ‬ନΑჴᡏ୘ࠔаѦǴ‫׳‬х֖Αхးǵ୍ܺ ǵ‫׎‬ຝϷനख़ा‫ޑ‬౜൑‫ݗ‬ൎǶ٩Ᏽҁࣴ‫ز‬൑ୱፓ᏾‫ۓ‬ကࣁࢂ࿶ᔼᆅ౛‫ޣ‬ᔼ೷‫ޑ‬ჴ ᡏᕉნϷ୍ܺ਻‫ݗ‬ǴѬё‫ڈ‬ᐟ៝࠼҅ॄय़௃ᆣǴ໺ၲ੃຤‫ޣ‬ჹ၀୘ࠔ‫ۓ‬Տᆶ୍ܺ ੝‫܄‬Ǵ٠ቹៜ੃຤ཀᜫϷࡕុՉࣁ‫ޑ‬ᜢᗖӢનǶ Βǵ੃຤‫ޣ‬௃ᆣ(customer emotion) ਥᏵBagozzi, Gopinath ᆶ Nyer(1999)ϐ‫ۓ‬ကǴ੃຤‫ޣ‬௃ᆣࢂ΋ᅿЈ౛‫ރ‬ᄊǴ ‫཮ځ‬Ӣࣁᕉნ‫ݗ‬ൎ‫ڈ‬ᐟԶЇวǴԜѦ௃ᆣதத೸ၸ‫ي‬ᡏȐ‫ٯ‬ӵǺ࠮༈‫߄ک‬௃฻ȑ ٰ߄ၲǴԶЪёૈౢғ੝‫ޑۓ‬ՉࣁཀკǶԶҁࣴ‫ز‬ᏹբࠠ‫ۓ‬ကࣁ੃຤‫ډڙޣ‬Ԗ‫׎‬ ‫ޑ‬ჴᡏᕉნϷค‫ޑ୍ܺޑ׎‬ቹៜǴ཮ЇวঁΓόӕ‫ޑ‬௃ᆣ‫ރޑ‬ᄊǴԖ҅य़‫ޑ‬௃ᆣ ཮Ԗၨଯ‫ޑ‬ᅈཀࡋǴౢғॄय़௃ᆣߡ཮फ़ե‫ځ‬ᅈཀำࡋǶ Οǵᅈཀࡋ(satisfaction) Bolton(1998)ࡰр៝࠼ᖼࡕ࿶ᡍ‫܌‬ౢғ‫ޑ‬௃གӢનǴёૈ཮ቹៜ៝࠼ჹᖼࡕ ཀᜫ‫ک‬Չࣁ‫ޑ‬ຑ՗ǴӢԜ٩Ᏽҁࣴ‫ز‬Ҟ‫ۓޑ‬ကᅈཀࡋࣁ੃຤‫ޣ‬ᖼࡕ࿶ᡍ‫܌‬ౢғ‫ޑ‬ ௃གӢનǴࢂ᏾ᡏ‫ޑ܄‬ຑ՗Ǵ٠ёૈ཮ቹៜ੃຤‫ុࡕޣ‬ՉࣁǴ‫ٯ‬ӵǺ۸၈ࡋǵᙯ ඤ‫܈‬α࿞࠹໺฻Ƕ ѤǵՉࣁཀკ(behavior intentions) ਥᏵBaker ᆶ Crompton(2000)ࣴ‫ز‬ՉࣁཀკࢂঁΓჹࢌኬ٣‫܈ۓޭ࡭܌ނ‬ ց‫ޑۓ‬Չࣁ໼ӛ‫܈‬ཀ‫ۺ‬ǴନΑ‫ঁڙ‬Γҁ‫ୃي‬ӳቹៜѦǴҭ཮‫ډڙ‬ѦӧᕉნቹៜǴ ࢂ࣬྽Ьᢀ‫ޑ‬ෳໆπ‫ڀ‬ǴӢԜҁࣴ‫ۓز‬ကՉࣁཀკࣁᕉნ‫ݗ‬ൎᔼ೷ӧ੃຤‫ޣ‬Ј౛ ‫ޑ‬௃ᆣϸᔈᆶ᏾ᡏᅈཀࡋ‫ޑ‬ຑሽǴቹៜ‫ځ‬҂ٰёૈ௦‫ޑڗ‬Չࣁ໼ӛǴ‫ٯ‬ӵǺख़ၯ ǵα࿞࠹໺ǵ۸၈ࡋ฻Ƕ. 7.

(19) ಃΒക. Ў᝘ӣ៝. ҁകஒଞჹҁࣴ‫࣬ز‬ᜢ౛ፕᆶЎ᝘уа௖૸ǴӅϩѤ࿯ǴϩձࣁǺᕉნ‫ݗ‬ൎǵ ੃຤‫ޣ‬௃ᆣǵᅈཀࡋǵՉࣁཀკϷѤ‫ޣ‬໔‫ޑ‬ᜢ߯ǴϩॊӵΠǺ. ಃ΋࿯. ᕉნ‫ݗ‬ൎ. ΋ǵ੃຤௃ნᆶᕉნ‫ݗ‬ൎ ࣴ‫ز‬௃ნჹ‫ܭ‬Չࣁ‫ޑ‬ቹៜǴԐයεӭ߳ज़‫ܭ‬Ј౛Ꮲ‫ޑ‬ሦୱǴBelk(1975)ЇҔ Ј౛Ꮲ S-O-R ኳԄ(Stimulas-Organism-Response)ᇥܴ‫ڈ‬ᐟ-Ԗᐒᡏ-ϸᔈΟ‫࣬ޑޣ‬ ϕᜢ߯(კ 2-1)ǴࢂനԐԖ‫س‬಍ࣴ‫ز‬௃ნӢનჹ੃຤‫ޣ‬Չࣁቹៜ‫ޑ‬ՉᎍᏢ‫ޣ‬Ƕ Belk(1975)٠ஒ੃຤‫ޣ‬ᖼ‫ޑނ‬௃ნӢનϩԋϖঁ೽ϩǺ (΋)ჴᡏᕉნ(Physical surroundings)─ࡰ੃຤ᕉნܴᡉё‫ޑـ‬Ѧᡉ੝ቻǴӵǺ୘۫ Տ࿼ǵ୘ࠔഋӈǵङඳॣ኷ǵᐩӀǵ᏾ᡏ᛽ձᚑՅϷ୘ࠔхး฻Ƕ (Β)‫཮ޗ‬ᕉნ(Social surroundings)─ࡰ੃຤‫ޣ‬ӧ،฼ၸำύᆶ‫ځ‬дӧ൑࣬ᜢΓ঩ ‫ޑ‬ϕ୏ᜢ߯Ǵӵ۫ϣᎍ୧Γ঩Ϸ‫ځ‬дӧ൑‫࠼៝ޑ‬Ƕ (Ο)ਔ໔Ӣન(Temporal perspective)─ࡰ੃຤‫ޣ‬ᖼວՉࣁวғ‫ޑ‬੝‫ۓ‬ਔ໔‫ک‬྽ਔԖ ᜢ‫ࡕ߻ޑ‬٣ҹаϷ࣬ჹёᑽໆ‫ޑ‬ਔ໔Ǵӵ‫ۑ‬࿯ৡ౦ǵ੝ਸ‫ޑ‬Вηǵᖼວਔ໔ ຼයǶ (Ѥ)Һ୍Ҟ኱(Task definition)─ࡰ੃຤‫ޣ‬΋૓‫܈‬੝‫੃ޑۓ‬຤Ҟ‫ޑ‬Ǵхࡴ൨‫פ‬ౢࠔၗ ૻ‫ޑ‬੝ਸҞ‫ޑ‬ǹଌᘶ‫܈‬ԾҔǶ (ϖ)Ӄ߻‫ރ‬ᄊ(Antecedent states)─Ώࡰ੃຤‫ޣ‬ᖼ‫ނ‬ਔǴӃ߻‫ޑ‬௃ᆣ‫ރ܈‬ᄊǴӵ഻ ৹ǵඍ‫ז‬ǵขቾϷੲമǵғੰ฻Ƕ. 8.

(20) ‫ڈ‬ᐟ!. Ԗᐒᡏ!. ϸᔈ!. Stimulas. Organism. Response. კ 2-1 S-O-R ኳԄ ၗ਑ٰྍ: Belk, R. W.(1975). Situational variables and consumer behavior. Journal of Consumer Research, 2(3), 157-164.. Machleit ᆶ Eroglu (2000)Ǵ߾ᇡࣁ᏾ᡏ੃຤ᕉნх֖ᕉნ‫ݗ‬ൎϷ੃຤௃ნǴ ੃຤௃ნϩࣁਔ໔ᓸΚϷҺ୍ӢનǴԶ௃ნӢનϖεᄬय़ύ‫ޑ‬ჴᡏᕉნϷ‫཮ޗ‬ᕉ ნ೽ҽǴ߾ஒ‫ځ‬ຎࣁᕉნ‫ݗ‬ൎ‫ޑ‬ᄬय़ӢηǴԿ‫ܭ‬Ӄ߻‫ރ‬ᄊΏࣁ੃຤‫ঁޣ‬ΓӢન‫ޑ‬ ቹៜǴ‫ځ‬ᇡࣁё೸ၸᕉნ‫ݗ‬ൎ‫ޑ‬ᔼ೷ٰፓ᏾‫ځ‬௃ᆣǶԶ߈ԃٰԖᜢ੃຤ᕉნቹៜ ੃຤،฼ϐࣴ‫ز‬ǴΨၨୃӛ‫ܭ‬ᙖҗᕉნ‫ݗ‬ൎᔼ೷ٰബ೷੃຤‫҅ޑޣ‬य़੃຤௃ნǵ ᖼ‫ނ‬ሽॶǵаϷ࡭ុ‫ޑ܄‬ᖼວՉࣁ(Babin & Attaway, 2000)Ƕ Չᎍ೽ߐჹ‫ܭ‬႟୧ᕉნ‫ނޑ‬౛੝ቻుགᑫ፪ǴӢࣁѬόႽ೚ӭ௃ნჹ੃຤‫ޣ‬ ‫ޑ‬ቹៜᜤаඓඝǴᕉნ‫ݗ‬ൎࢂё௓‫ڋ‬ǵёᔼ೷‫ޑ‬ǶёаᙖԜϸᔈ୘ࠔ‫ۓ‬ՏϷҞ኱ ჹຝ੝‫܄‬ǴᏤЇ੃຤‫ݙޑޣ‬ཀǴᐟଆ੃຤‫ޑޣ‬௃ᆣϸᔈǴԶ٬੃຤‫ޣ‬ӧ۫ύ೰੮ ਔ໔‫ߏۯ‬Ǵ٠ගϲ੃຤ߎᚐ(ᅊఘ։Ǵ2002)Ƕ Βǵᕉნ‫ݗ‬ൎϐ‫ۓ‬က Kotler(1973)ࢂಃ΋Տ‫ۓ‬က႟୧୘۫‫ݗ‬ൎ‫ޑ‬Ꮲ‫ޣ‬Ǵ‫ݗ‬ൎࢂஒ႟୧‫ޜ‬໔уа೛ ीǴаҔٰᏹ‫੃׋‬຤‫ޑޣ‬௃ᆣǴ຾Զߦ٬੃຤‫܌ޣ‬ᖼວ‫ޑ‬ନΑჴᡏ୘ࠔаѦǴ‫׳‬ х֖Αхးǵ୍ܺǵ‫׎‬ຝϷനख़ा‫ޑ‬౜൑‫ݗ‬ൎǶKotler(1974)຾΋‫߄؁‬ҢǴᕉნ‫ݗ‬ ൎࢂ΋ᅿᙖҗჹᖼວᕉნуа೛ीǴаයఈ٬੃຤‫ޣ‬ౢғࢌ٤੝‫ޑۓ‬௃ᆣǴٰග ଯ੃຤‫ޣ‬ᖼ‫ޑނ‬ᐒ཮Ƕ Babin ᆶ Darden (1995)ࡰрᙖҗ୘۫ҁ‫܌ي‬༟೷рٰ‫ޑ‬୘۫ჴᡏ߄ቻǴஒെ 9.

(21) ଆ੃຤‫ޣ‬௃ག΢‫ޑ‬ሽॶ‫ޕ‬᝺຾Զቹៜ‫ځ‬ᖼວ،฼Ǵ‫ݗ‬ൎೕჄ཮ቹៜҾ཰ࢲ୏ԋф ‫܈‬Ѩ௳Ƕ Turley ᆶ Milliman (2000)‫੃ځܭ‬຤ᕉნ‫ݗ‬ൎჹ੃຤‫ޣ‬ᖼ‫ނ‬Չࣁࣴ‫ز‬ύࡰ рǴ೸ၸ੃຤ᕉნ‫ݗ‬ൎᡂኧ‫ޑ‬ቹៜǴаϷ੃຤‫܌ޣ‬ೀϐঁΓ௃ნǴхࡴਔ໔Ӣનǵ Һ୍Ҟ኱ϷӃ߻‫ރ‬ᄊ฻໨Ҟϐ໔‫ޑ‬Ҭϕག‫ڙ‬Ǵஒቹៜ੃຤‫ޑޣ‬ᖼ‫ނ‬ᄊࡋǵଶ੮ਔ ໔Ϸ੃຤‫ޑ‬ᅈཀࡋǶ คፕ୘ࠔ‫ޑ཰୍ܺ܈‬႟୧୘۫Ǵ‫ځ‬Ьा‫ޑ‬ԋфᜢᗖΏӧ‫ࢂܭ‬ց༟೷੃຤‫҅ޣ‬ य़‫ޑ‬ᖼ‫ނ‬࿶ᡍǴଳృܴߝ‫੃ޑ‬຤ᕉნ཮Кঐ໶ܶས‫ޑ‬ᕉნᡣ੃຤‫ޣ‬ག᝺๤፾ǴԶ ୘۫‫ݗ‬ൎ‫ޑ‬ᔼ೷Ǵஒ٬੃຤‫ޣ‬ౢғ‫ؼ‬ӳ‫ޑ‬୘۫ӑຝǴ຾Զቹៜ‫ុࡕځ‬ՉࣁǴ‫ٯ‬ӵǺ ӆೖཀᜫǵα࿞࠹໺…฻Ƕ ୯ϣ߈൳ԃҭԖӭՏᏢ‫ޣ‬௖૸ᕉნ‫ݗ‬ൎǴࣴ‫ز‬ჹຝӭࣁ႟୧୘۫‫཰୍ܺ܈‬Ǵ ᆕӝ༼᏾ӵΠǺ ߄ 2-1 ୯ϣᏢ‫ޣ‬ᕉნ‫ݗ‬ൎϐ‫ۓ‬က༼᏾߄ Ꮲ‫ޣ‬ ᛥЈ๮ (2005) ླྀ۸Ꮜ (2006) ഋߞᅽ (2006) ླྀۗჱ (2009) ኻ‫޹ٵ‬ (2009). ࣴ‫ز‬ჹຝ. ‫ۓ‬က ୘۫਻‫ࢂݗ‬΋ᅿᙖҗჹჴᡏ੃຤ᕉნ‫ޑ‬೛ीǴа‫ׯ‬ ԭ೤Ϧљϐ੃ ๓੃຤‫ޣ‬ӧᖼວᕉნύ‫ޑ‬ག‫܄‬௃ᆣय़ᆶ౛‫܄‬фૈ ຤‫ޣ‬ य़ǴࣗԿቚ຾੃຤‫ޣ‬ჹ‫ܭ‬୘ࠔࠔ፦ǵ୧ࡕ୍ܺǵܺ ୍Γ঩ǵ‫཮ޗ‬ӦՏ‫ޑ‬ག‫ޕ‬Ǵ٠ᆶ‫ځ‬д୘۫ౢғ୔႖ ୘۫਻‫੃ࢂޑࡰݗ‬຤‫ޣ‬ჹࢌ੝‫ۓ‬୘۫ϣѦϐ‫ނ‬౛ ቹࠤϐ੃຤‫ ޣ‬ᕉნᆶ୍ܺ਻‫ݗ‬ϐᆕӝགᢀ‫܈‬ᄊࡋǴѬࢂ᏾ঁ୘۫ ‫׎‬ຝύख़ा‫ޑ‬΋ᕉǶ ‫ޜ‬໔‫ݗ‬ൎёаബ೷р΋ঁቹៜ៝࠼‫ޕ‬᝺‫ޑ‬ᕉნǴቹ ‫ڜ‬ଢ଼ᓔϐ៝࠼ ៜ੃຤‫ޣ‬௃ᆣǴౢғ੃຤ཀᜫϷ੃຤Չࣁ࣬ᜢख़ा ‫ޑ‬΋ঁӢનǶ ୘۫਻‫ݗ‬ёаബ೷рቹៜ៝࠼‫ޕ‬᝺ǵ੃຤‫ޣ‬௃ᆣǴ ਜ۫ϐ੃຤‫ޣ‬ ٬‫ځ‬ౢғ੃຤ཀᜫϷ੃຤ՉࣁǶ ዋ෫Н௼ᓔϐ ৖ᓔ਻‫ࢂݗ‬ၯ࠼ჹ‫ܭ‬৖ᓔϣ‫܌‬Ԗ࣮‫ޑډޑ‬Ǵૈ୼ቹ ၯ࠼ ៜ៝࠼‫ޑ‬ຎ᝺‫᠋ک‬᝺Ǵ຾Զౢғऍӳ‫ޑ‬٦‫ڙ‬Ƕ. ၗ਑ٰྍǺҁࣴ‫ز‬᏾౛. 10.

(22) ᆕ΢Ǵᕉნ‫ݗ‬ൎྍԾ‫ ܭ‬S-O-R ౛ፕǴҁࣴ‫ز‬٩ൻ೭ኬ‫ޑ‬౛ፕǴ຾Չ௖૸ᕉნ ‫ݗ‬ൎӵՖჹԖᐒᡏ(੃຤‫ޑ)ޣ‬௃གቫय़ᆶՉࣁ೷ԋቹៜǴፄϯ‫ځ‬ϸᔈ‫ޑ‬ၸำǴ೸ ၸ௃ᆣᙯᡂǵᅈཀࡋ‫ޑ‬ຑ՗ᆶՉࣁ‫ޑ‬௦‫ڗ‬Ǵᡍ᛾΋ೱՍ‫ޑ‬ԖᐒᡏϸᔈǶ ҁࣴ‫ۓز‬ကᕉნ‫ݗ‬ൎࢂ࿶ᔼᆅ౛‫ޣ‬ᔼ೷‫ޑ‬ჴᡏᕉნϷ୍ܺ਻‫ݗ‬ǴѬё‫ڈ‬ᐟ៝ ࠼҅ॄय़௃ᆣǴ໺ၲ੃຤‫ޣ‬၀୘ࠔ‫ۓ‬Տᆶ୍ܺ੝‫܄‬Ǵ٠ቹៜ੃຤ཀᜫϷࡕុՉࣁ ‫ޑ‬ᜢᗖӢનǶ Οǵᕉნ‫ݗ‬ൎ‫ޑ‬ᄬय़ Kotler (1973)‫زࣴޑ‬ύஒ‫ݗ‬ൎ٩ྣ‫ޕ‬᝺ჄϩࣁѤঁᄬय़Ǻ (΋)ຎ᝺ᄬय़(Visual dimension)Ǻх֖ᚑՅǵܴߝࡋǵೕኳελϷ‫ރ׎‬Ƕ (Β)᠋᝺ᄬय़(Aural dimension)Ǻх֖ॣໆǵॣፓǵ࿯ࠩǶ (Ο)༘᝺ᄬय़(factory dimension)Ǻх֖਻‫ښ‬ǵཥᗲࡋǶ (Ѥ)᝻᝺ᄬय़(Tactile dimension)Ǻх֖ࢋ೬ࡋǵࢬᄣࡋ‫ࡋྕک‬Ƕ Bitner (1992)Ψஒ୘۫ᕉნጕ઩ϩԋΟঁᜪձǴϩձࢂወӧᕉნ‫ޜ‬໔ǵфૈ ኱Ң಄ဦϷးႬࠔ฻ΟᅿǴ٠௖૸ჴᡏᕉნჹ‫཮ޗ‬Ӣη(៝࠼Ϸ঩π)‫ޑ‬ቹៜǴᇡ ࣁᕉნ‫ݗ‬ൎ‫ޑ‬༟೷ࢂ୍ܺ཰‫ޑ‬ขᗺ‫܌‬ӧǶЦШᐛ(2008)ࣴ‫ࡰز‬рᆶೡ୧ౢࠔ΋ठ ‫ޑ܄‬ᕉნ‫ݗ‬ൎǴஒቹៜ੃຤‫ޣ‬௃ག‫܄‬යఈ຾Զᇡ‫ޕ‬ඍ৹གǴനࡕගϲ‫ځ‬ᖼວཀკǶ Baker ,Levy ᆶ Grewal (1992)ஒᕉნ‫ݗ‬ൎӢηϩࣁΟεᄬय़Ǻ (΋)‫ڬ‬ᜐӢηǺࢂ୘۫੝ቻ߄౜Ǵ‫ى‬аቹៜ੃຤‫ޣ‬ག‫ޕ۔‬᝺‫ޑ‬ᡂኧឦ‫܄‬Ǵӵङ ඳॣ኷ǵ୘۫ᚑՅǵ୘۫਻‫ښ‬ǵ୘۫ྕࡋǶ (Β)೛ीӢηǺࣁ‫ޔ‬ௗെଆ੃຤‫ޣ‬ϸᔈǴӵ࠻ϣ਱ፓǵᎍ୧ਔᗺੇൔ(POP)Ƕ (Ο)‫཮ޗ‬ӢηǺࣁ୘۫ᕉნ‫ޑ‬Γ঩ᡂኧǴӵᎍ୧Γ঩ǵᏱᔒࡋǶ Engel ,Blackwell ᆶ Miniard (1995)ਥᏵ‫ޑزࣴ܌‬ჴ᛾่݀ගрǴቹៜ႟୧୘ ۫‫ޑ‬᏾ᡏᕉნ‫ݗ‬ൎᄬय़Ǵ΋૓఼ᇂԖ୘۫Տ࿼ǵ୘ࠔഋӈǵङඳॣ኷ǵ᛽ձᚑՅǵ ᎍ୧ਔᗺੇൔ(Point of Purchase Ǵᙁᆀ POP)ǵᎍ୧Γ঩Ϸ୘۫ϣ‫ޑ‬Γዊ฻Ƕ Sirgy ᆶ Mangleburg (2000)ӧ‫زࣴځ‬ύࡰрǴ੃຤ᕉნ‫ݗ‬ൎ‫ޑ‬ᄬय़ᔈх֖ᚑ 11.

(23) ՅǵᐩӀǵ࠻ϣ਱ፓϷॣ኷ǴԶ೭٤ӢηஒࣁᏤठ੃຤‫ޣ‬ᖼວ،฼‫ޑ‬Ьा੃຤ᕉ ნᡂኧǴԶΨஒ໔ௗቹៜ੃຤‫ޣ‬ჹ୘۫ӑຝ‫ޑ‬ᇡ‫ޕ‬Ƕ Richard ᆶ Eric (2000)߾ஒ੃຤ᕉნ‫ݗ‬ൎ୔ϩࣁङඳॣ኷ǵᚑՅǵ਻‫ښ‬ǵྕ ࡋǵՏ࿼ϷᐩӀ฻ϤεӢηǴԶ‫ځ‬ᇡࣁ੃຤ᕉნ‫ݗ‬ൎନჹ੃຤‫ޣ‬ౢғቹៜѦǴҭ ཮ჹᎍ୧Γ঩ౢғՉࣁቹៜǶ Turley ᆶ Milliman (2000)ਥᏵ Berman ᆶ Evans (1995)‫ݗ‬ൎ‫ڈ‬ᐟाન‫ޑ‬Ѥ ᅿᜪࠠǴቚуΓ঩ᡂኧ฻ӅϖঁᜪࠠǴԋࣁᕉნ‫ݗ‬ൎᄬय़‫ޑ‬ϖεᡂኧឦ‫܄‬Ǻ (΋)Ѧ೽ᕉნ(External variables)─୘۫Ѧᢀǵഋӈืǵଶً‫ޜ‬໔ϷຼᜐᕉნǶ (Β)ϣ೽ᕉნ(General interior variables)─ᚑՅǵॣ኷ǵᐩӀǵ਻‫ښ‬ǵྕࡋǶ (Ο)ᕉნ೛ीᆶଛ࿼(Layout and design variables)─୘۫Տ࿼ǵ฻ংਔ໔ǵ୏ጕೕჄǶ (Ѥ)୘ࠔ৖Ңᆶթ࿼(Point-of-purchase and decoration variables)─ߦᎍ৖Ңǵ኱᛽ર ьǵ٬Ҕᇥܴǵሽ਱኱ҢǶ (ϖ)Γ঩ᡂኧ(Human variables)─ᎍ୧Γ঩੝፦ǵᎍ୧Γ঩ᄊࡋǵ੃຤‫ޣ‬੝‫܄‬ǵᏱ ᔒࡋǶ аΠ༼᏾ӚᏢ‫ޣ‬ჹ‫ܭ‬ᕉნ‫ݗ‬ൎᄬय़ϐᜪࠠ: ߄2-2 ᕉნ‫ݗ‬ൎᄬय़༼᏾߄ Ꮲ‫ޣ‬ Kotler (1973) Bitner (1992) Baker, Levy, and Grewal (1992) Engel Blackwell and Miniard (1996) Sirgy (2000) Richard and Eric (2000) Turley and Milliman (2000) ླྀඁద(2008). ᕉნ‫ݗ‬ൎᄬय़ ຎ᝺ᄬय़ǵ᠋᝺ᄬय़ǵ༘᝺ᄬय़ǵ᝻᝺ᄬय़ ወӧᕉნ‫ޜ‬໔ǵфૈ኱Ң಄ဦǵးႬࠔ ຼᜐӢηǵ೛ीӢηǵ‫཮ޗ‬Ӣη ୘۫Տ࿼ǵ୘ࠔഋӈǵङඳॣ኷ǵ᛽ձᚑՅǵᎍ୧ ਔᗺੇൔ(POP)ǵᎍ୧Γ঩Ϸ୘۫ϣ‫ޑ‬Γዊ ᚑՅǵᐩӀǵ࠻ϣ਱ፓϷॣ኷ ङඳॣ኷ǵᚑՅǵ਻‫ښ‬ǵྕࡋǵՏ࿼ϷᐩӀ Ѧ೽ᕉნǵϣ೽ᕉნǵᕉნ೛ीᆶଛ࿼ǵ୘ࠔ৖Ң ᆶթ࿼ǵΓ঩ᡂኧ ᏾ᡏቫय़ǵ‫ޗ‬Ҭቫय़ǵ೛ीቫय़. 12.

(24) ЦШᐛ(2008). ᆶౢࠔ΋ठ‫ݗޑ܄‬ൎǵ୏ጕǵ኱ᇞ೛ी. ၗ਑ٰྍǺҁࣴ‫༼ز‬᏾ ҁࣴ‫ز‬టᕕှ঵ٚଚቷ‫܌‬ᔼ೷ϐ᏾ᡏᕉნ‫ݗ‬ൎǴନΑଚቷѦ೽ᕉნᆶϣ೽ᕉ ნѦǴ৖ҢύЈᆶଚЎϯᓔϐᕉნ೛ीǵ୘ࠔթ࿼ҭࢂቹៜၯ࠼ག‫ڙ‬ଚቷ‫ݗ‬ൎᔼ ೷‫ޑ‬ख़ाӢનǴԶΓ঩Ӣન߾཮மਗ਼‫ޑ‬ቹៜၯ࠼௃ᆣǴࡺҁࣴ‫ز‬ஒ٩Turley ᆶ Milliman (2000)‫܌‬ගр‫ޑ‬ϖεᄬय़(ӵ߄2-3)Ǵ٠ஒᚒ໨Ўӷঅ҅ࣁ፾ӝҁࣴ‫ز‬൑ ୱǶќѦǴЦШᐛ(2008)ࣴ‫ࡰز‬рᆶೡ୧ౢࠔ΋ठ‫ޑ܄‬ᕉნ‫ݗ‬ൎ཮‫ڈ‬ᐟ੃຤‫ޣ‬௃ ག‫ޑ܄‬ϸᔈǴ٠ቹៜᖼວՉࣁǴҁࣴ‫ز‬൑ୱࣁଚቷǴନΑೕჄ৖Ңଚ‫ޑ‬Ў‫ࠔނ‬ϐ ѦǴೡ୧୘ࠔҭаଚ‫़ޑ‬ғ୘ࠔࣁЬǴӢԜǴӧ୘ࠔ৖Ңᆶթ࿼ᄬय़ቚу೽ҽᚒ ໨Ǵа಄ӝҁࣴ‫ز‬ϐሡाǶ ߄2-3 ᕉნ‫ݗ‬ൎϖεᄬय़ ᡂኧ. Ѧ೽ᕉნ (External variables). ϣ೽ᕉნ (General interior variables). ᑽໆୢ໨. ϣ৒. ੃຤‫ޣ‬ჹ‫ܭ‬፤൑Ҭ ೯ǵࡌᑐ‫ނ‬ѦᢀϷ ‫ڬ‬ᎁᕉნ‫ޑ‬ຑሽ. ੃຤‫ޣ‬ჹ‫ܭ‬፤൑ϣ ೽ᚑՅǵॣ኷ǵᐩ Ӏǵྕࡋ฻‫ޑ‬ຑሽ. 1.Ѧᢀ኱ᇞ(Exterior signs) 2.Εαೀ(Entrances) 3.৖Ңᚽื(Exterior display windows) 4.ࡌᑐ‫ނ‬Ѧᢀ(HeightǵSizeǵColorǵStyle) 5.‫ڬ‬ᜐ୘۫(Surrounding stores) 6.‫ڬ‬ᎁᕉნඳᢀ(Lawns and gardens) 7.ࡌ‫֤ނ‬ပ୔Տ(Address and location) 8.ଶً‫ޜ‬໔(Parking availability) 9.Ҭ೯ߡճ‫(܄‬Congestion and traffic) 10.Ѧᢀᕅय़(Exterior walls) 1.Ӧ݈ᆶӦෙ(Flooring and carpeting) 2.࠻ϣՅፓಔӝ(Color schemes) 3.ᐩӀྣܴ(Lighting) 4.ኘ‫ॣܫ‬኷(music) 5.࠻ϣ਻‫(ښ‬Scents) 6.‫و‬ၰቨࡋ(Width of aisles) 7.ᕅय़းႬ(Wall composition) 8.Ϻ޸݈ಔԋ(Ceiling composition) 9.࠻ϣྕࡋ(Temperature). 13.

(25) ೛ीᆶଛ࿼ (Layout and design variables). ৖Ңᆶթ࿼ (Point-of-Purc hase and decoration variables). Γ঩Ӣન (Human variables). ੃຤‫ޣ‬ჹ‫ܭ‬፤൑ϣ ೽೛ीǵ‫୏و‬ၡ ጕǵ஑ᘕ୔Տᆶࠔ จ‫ޕ‬Ӝࡋ‫ޑ‬ຑሽ. ੃຤‫ޣ‬ჹ‫ܭ‬፤൑ߦ ᎍ৖Ңจ(POP)ǵ୘ ࠔഋӈǵሽ਱኱Ң ‫ޑ‬ᢀག. ੃຤‫ޣ‬ჹ‫ܭ‬፤൑Γ ঩‫ޑ‬ሺ৒ǵ୍ܺᄊ ࡋаϷ៝࠼੝‫ޑ܄‬ ຑሽ. 10.᏾ዅำࡋ(Cleanliness) 1.‫ޜ‬໔೛ीϷଛ࿼(Space design and allocation) 2.୘ࠔଛ࿼(Placement of merchandise) 3.୘ࠔϩᜪ(Grouping of merchandise) 4.πբ୔ୱଛ࿼(Work station placement) 5.೛ഢଛ࿼(Placement of equipment) 6.ԏሌѠଛ࿼(Placement of cash registers) 7.฻ࡑ୔ୱ(Waiting areas) 8.೽ߐ୔ୱՏ࿼(Department locations) 9.Չ຾୏ጕ(Traffic flow) 10.ৎ‫ڀ‬೛ी(Furniture) 1.POPթ࿼‫׳‬ඹ(Point-of-Purchase displays) 2.኱Ңᆶᇥܴ(signs and cards) 3.ᕅय़းႬ(Wall decorations) 4.᛾ਜ(Degrees and certificates) 5.᛬ೌࠔ৖Ң(Artwork) 6.୘ࠔ‫׳‬ඹ(Product displays) 7.୘ࠔ٬ҔБԄᇥܴ(Usage instructions) 8.ౢࠔ‫ޑ‬ሽ਱኱Ңమཱ(Price displays) 1.୍ܺΓ঩‫ޑ‬ᄊࡋᆶ஑཰‫ޕ‬᛽(Employee characteristics) 2.୍ܺΓ঩‫ޑ‬ሺ৒(Employee uniforms) 3.፤൑Ᏹᔒำࡋ(Crowding) 4.៝࠼੝፦(Customer characteristics) 5.ᗦ‫(៾د‬Privacy). ၗ਑ٰྍ: Turley, L. W., and Milliman, R. E. (2000). Atmospheric effects on shopping behavior:A review of the experimental evidence. Journal of Business Research, 49, 167-181.. 14.

(26) ಃΒ࿯. ੃຤‫ޣ‬௃ᆣ. ΋ǵ੃຤‫ޣ‬௃ᆣ‫ۓ‬က Drever(1952)ӧ‫ځ‬Ј౛Ꮲຒ‫ڂ‬ύஒ௃ᆣඔॊࣁԖᐒᡏ‫ޑ‬΋ᅿፄᚇ‫ރ‬ᄊǴᆶ‫ي‬ ᡏӚ೽ϩวғϐᡂϯԖᜢǹӧЈ౛΢Զ‫ق‬ǴࢂࡰԖᐒᡏՔᒿ๱மਗ਼‫ޑ‬௃གǴ٠གྷ ᙖࢌᅿБԄѐՉ୏‫ޑ‬ፂ୏ǶԜᗺᆶᕉნЈ౛ᏢৎKuller ᆶ Kaplan(1989)‫ޑ‬ᢀᗺ࣬ ՟Ǵ‫ځ‬මஒ௃ᆣඔॊࣁǺȨΓᜪԖᐒᡏϐፄᚇ‫ރ‬ᄊǴό໻х֖ΑӚᅿག᝺‫ٯ‬ӵൿ ໾ǵ৮ឨǵ্‫܂‬ǵኌࡗǵᡋ೗ǵ៿഻Ǵҭхࡴ‫ي‬ᡏ‫ޑ‬ӚᅿᡂϯǴϷ଺рӚᅿՉࣁ ‫ޑ‬ፂ୏ȩ(ླྀۗჱǴ2009)Ƕ ௃ᆣࢂ΋ᅿЈ౛ག‫ڙ‬ǴЇଆ௃ᆣϸᔈ‫ڈޑ‬ᐟёૈࢂٰԾ‫ܭ‬ᡏϣࡘᆣǴΨёૈ ٰԾ‫ܭ‬ᕉნǴӚᅿόӕ‫ޑ‬௃ᆣϸᔈ཮ቹៜ‫ډ‬ϐࡕ‫ޑ‬ᇡ‫ޕ‬ǵғ౛‫܈‬ՉࣁǶ Gardner(1985)ஒ௃ᆣඔॊࣁ΋ᅿঁΓឦ‫߄ޑ܄‬౜ǴࢂЬᢀ‫ޕ܌‬᝺‫ޑډ‬௃ག‫ރ‬ᄊǴ ௃ᆣԖձ‫ܭ‬௃གǴ࣬ჹ‫ܭ‬௃གԶ‫ق‬Ǵ௃ᆣКၨமਗ਼ǴΨКၨ৒ܰ೏‫ݙ‬ཀǴ٠Ъ‫ک‬ ੝‫ۓ‬Չࣁ่ӝਔǴၨ཮‫ډڙ‬੝‫ۓ‬኱‫ޑނޑ‬ЇᏤǶ Ј౛ᏢৎKleinginna(1981)ࣁ௃ᆣΠΑ΋ঁཷࡴ‫܄‬ϐ‫ۓ‬ကǺ௃ᆣ‫ډڙ‬ઓ࿶‫س‬಍ ᆶລᅟᆾ‫س‬಍‫ޑ‬ፓ࿯Ǵࣁ΋ᅿЬᢀӢનᆶ࠼ᢀӢનϐ໔‫ޑ‬ҬϕբҔǴ௃ᆣёԖа ΠբҔǺ (΋)Їว௃ག࿶ᡍǴፏӵ᝾᝺Јǵඍ৹‫܈‬ό‫ז‬኷฻௃གǶ (Β)ౢғᇡ‫ޕ‬ᐕำǴ‫ٯ‬ӵᆶ௃ᆣ࣬ᜢ‫ޕޑ‬᝺բҔǵຑሽϷϩᜪπբǶ (Ο)ࢲϯ΋૓ϐғ౛፾ᔈࣁ᝾᝺‫ރ‬ᄊǶ (Ѥ)ЇଆՉࣁǴ೭٤Չࣁεӭࢂ߄ၲ‫ޑ‬ǵҞ኱Ꮴӛ‫ޑ‬ᆶ፾ᔈ‫ޑ‬Ƕ Izard(1991)ᇡࣁ௃ᆣࢂ΋ᅿག᝺Ǵ‫཮ځ‬ᐟଆಔᙃǴЇᏤΓॺ‫ޕޑ‬᝺ǵགྷ‫ݤ‬ᆶ ՉࣁǶ௃ᆣᆶ௃ག(affect)ǵЈ௃(mood)ǵᄊࡋ(attitude)࿶தр౜‫ܭ‬Ў᝘ǴฅԶ‫ځ‬ ϣ఼Ԗ‫܌‬ৡ౦ǴBagozzi,Gopinath ᆶ Nyer‫ܭ‬1999ԃ‫ۓ‬က٠ᇥܴ၀Ѥ‫ޣ‬ϐৡ౦Ǻ (΋)௃ᆣǺࢂ΋ᅿЈ౛‫ރ‬ᄊǴ‫཮ځ‬Ӣࣁ٣ҹ‫ࢂ܈‬གྷ‫ޑݤ‬ᇡ‫ڈޕ‬ᐟԶЇวǴԜѦ௃. 15.

(27) ᆣதத೸ၸ‫ي‬ᡏ(‫ٯ‬ӵǺ࠮༈‫߄ک‬௃฻)ٰ߄ၲǴԶЪёૈౢғ੝‫ޑۓ‬Չࣁཀ კǶ (Β)௃གǺ௃གх֖௃ᆣǵЈ௃ϷᄊࡋǴࢂߏයӸӧ‫ঁޑ‬ΓЈ౛‫ރ‬ᄊǶ (Ο)Ј௃ǺЈ௃ᆶ௃ᆣࣚጕၨࣁኳጋǴεठٰᇥǴЈ௃К௃ᆣᆢ࡭‫׳‬Φ‫ޑ‬ਔ໔Ǵ ՠமࡋၨ১ǴЈ௃೯தό‫ڀ‬ཀკǵࢂ᏾ᡏ‫ޑ܄‬ᆒઓ‫ރ‬ᄊǹԶ௃ᆣ཮ଞჹ੝‫ۓ‬ Ҟ኱‫܈‬ჹຝǴ‫ޔ‬ௗᆶՉࣁ໼ӛ‫܈‬Չ୏࣬ᜢᖄǶ (Ѥ)ᄊࡋǺ೽ϩᏢ‫ޣ‬ஒᄊࡋൂᐱբࣁຑ՗‫ރ‬ᄊǴ‫ٯ‬ӵ:҅य़‫ॄ܈‬य़‫ޑ‬ᄊࡋǹ೽ϩᏢ ‫ޣ‬а௃ᆣ‫ރ‬ᄊඔॊᄊࡋǴ‫ٯ‬ӵǺඍ‫ז‬-όඍ‫ז‬ǵ‫ז‬኷-ൿ໾ǵԖ፪-คಠ฻ǹҭ Ԗ೽ϩᏢ‫ޣ‬ஒԜ‫ޣٿ‬Ҭϕ٬ҔǶ ӧ੃຤‫ޣ‬Ј౛ࣴ‫ز‬ύǴԖεӭኧ‫ޑ‬ጇ൯૸ፕ੃຤‫ޣ‬௃ᆣӧቶ֋‫܈‬ౢࠔ੃຤‫ڈ‬ ᐟϐΠ‫ޑ‬ϸᔈǶMachleit ᆶ Eroglu (2000)ࡰр΋ঁᖼ‫ނ‬٣ҹǴջԖёૈࢂ௃ᆣϸ ᔈ‫ঁޑ‬ձ௃ნǶᖼ‫۫ډٰޣނ‬ϣԖ‫ځ‬੝ձ‫ޑ‬Ҟ‫ޑ‬ᆶ࣬ჹ‫ޑ‬ज़‫ڋ‬Ǵӵু኷ሡ‫܈؃‬ਔ ໔ᓸΚ฻Ƕ Gardner(1985)ᇡࣁǴҗ‫੃ܭ‬຤௃ᆣ৒ܰ‫ډڙ‬Γሞ໔‫ޑ‬ϕ୏ᜢ߯ቹៜǴӢԜჹ ႟୧୘۫‫܄୍ܺ܈‬፦‫ޑ‬Չ཰Ǵቹៜ੝ձεǹSwinyard(1993)߾ࡰр੃຤‫ޣ‬௃ᆣᆶ ᖼ‫ނ‬࿶ᡍᡉ๱ቹៜࡕុ‫ޑ‬ՉࣁཀკǴ੃຤ਔ௃ᆣӳ‫ޑ‬ΓǴ཮К௃ᆣόӳ‫ޑ‬ΓǴჹ ᖼ‫ނ‬Ԗၨ҅य़‫ݤ࣮ޑ‬Ǵՠࢂӵ݀Ԗόӳ‫ޑ‬ᖼ‫ނ‬࿶ᡍࡕǴ௃ᆣΨ཮ӢԶᡂள‫׳‬ᚯǹ ௃ᆣԖ҅य़ຑሽ‫ॄک‬य़ຑሽ‫ޑ‬੝‫܄‬Ǵ੃຤‫ޣ‬ததӢࣁ௃ᆣ‫ޑ‬ৡ౦Զቹៜᖼ‫ނ‬Չ ࣁǴ‫܌‬а႟୧୘۫ࣁΑගଯ੃຤‫҅ޑޣ‬य़௃ᆣǴ‫׳‬ᔈග‫ٮ‬ऍӳ‫ޑ‬୘۫‫ݗ‬ൎǶ ୯ϣ߈൳ԃҭԖӭՏᏢ‫ޣ‬຾Չ੃຤‫ޣ‬௃ᆣϐ࣬ᜢࣴ‫ز‬Ǵ‫زࣴځ‬ჹຝόӕǴჹ ‫ܭ‬௃ᆣ‫ۓޑ‬ကϩձᇥܴӵΠǺ. 16.

(28) ߄2-4 ୯ϣᏢ‫ޣ‬ჹ‫ܭ‬௃ᆣϐ‫ۓ‬က༼᏾߄ Ꮲ‫ޣ‬ ഋੀՙ (2001) ഋᑣѳ (2001) ֆДስ (2003) ഋᛚ㜑 (2004) ኻ‫޹ٵ‬ (2009) ླྀۗჱ (2009). ࣴ‫ز‬ჹຝ εᏢғ(ჴᡍ‫)ݤ‬ ғࢲπ൑੃຤‫ޣ‬. ‫ۓ‬က ၀ࣴ‫ز‬аЎകٰᏹ‫ڙ׋‬၂‫ޑޣ‬௃ᆣǴϩձࢂང‫ک‬ ഻৹‫ٿ‬ᜪǶ ੃຤‫ڈډڙޣ‬ᐟ‫܌‬ౢғϐ‫ي‬Јᐟᓰ‫ݩރޑ‬Ƕ. ଯೲϦၡ୍ܺ୔ ੃຤‫ޣ‬ӧ୘۫ϣ‫ޑ‬Ј௃ჹᖼວՉࣁ‫ޑ‬ቹៜǴ҅य़ ੃຤‫ޣ‬ ‫ޑ‬௃ᆣჹᖼວՉࣁԖӳ‫ޑ‬ቹៜǴϸϐ߾ৡǶ ௃ᆣࣁঁΓЬᢀ‫ޑ‬ᡏᡍǴх഻֖ǵࡗǵࠉǵ኷‫ޑ‬ ౜жᔍቃᢀ౲ ௃ᆣ‫߄܄‬౜Ǵ຾Զ‫׎‬ԋ௃ᆣமࡋǴ٠཮Քᒿ๱ғ ౛Ϸަᡏ΢‫߄ޑ‬ၲǶ ੃຤‫ޑޣ‬௃ᆣ཮Ӣࣁ‫ࢌډڙ‬ᅿ‫ڈ‬ᐟ‫܌‬ౢғ‫ޑ‬΋ ዋ෫Н௼ᓔၯ࠼ ᅿ‫ي‬Јᐟ୏‫ރ‬ᄊǴ௃ᆣ‫ރ‬ᄊϐวғǴᗨࣁঁᡏ‫܌‬ ૈᡏᡍǴՠჹ‫ځ‬Їଆ‫ޑ‬ғ౛ᡂϯᆶՉࣁϸᔈǶ ੃຤‫ޣ‬࿶җԖ‫ޑ׎‬ჴᡏᕉნаϷค‫୍ܺޑ׎‬Ϸ ၈ࠔਜ۫੃຤‫ ޣ‬Γሞϕ୏ϐ‫ڈ‬ᐟࡕǴ‫܌‬ౢғ‫ޑ‬Ьᢀ௃གଆҷ‫ރ‬ ᄊǶ. ၗ਑ٰྍǺҁࣴ‫ز‬᏾౛ ᆕ΢Ǵ੃຤‫ډڙޣ‬Ԗ‫ޑ׎‬ჴᡏᕉნϷค‫ޑ୍ܺޑ׎‬ቹៜǴ཮ЇวঁΓόӕ‫ޑ‬ ௃ᆣ‫ރޑ‬ᄊǴԖ҅य़‫ޑ‬௃ᆣ཮Ԗၨଯ‫ޑ‬ᅈཀࡋǴౢғॄय़௃ᆣߡ཮फ़ե‫ځ‬ᅈཀำ ࡋǶ Βǵ੃຤‫ޣ‬௃ᆣ‫ޑ‬ᄬय़ Ԑයࣴ‫ز‬Γᜪ௃ᆣǴӭӧЈ౛Ꮲ࣬ᜢሦୱǴ‫܌‬௖૸‫ޑ‬௃ᆣቫय़ࢂനቶ‫ޑ‬Ƕ Mehrabian ᆶ Russell (1974)аᕉნЈ౛Ꮲ‫୷ޑ‬ᘵගрȨെଆ‫(ޑ‬arousal)ȩǵȨඍ ৹‫(ޑ‬pleasure)ȩǵȨЍଛ‫(ޑ‬dominance)ȩΟঁӛࡋϐ௃ᆣ่ᄬኳԄǴ‫زࣴځ‬ᇡࣁ ঁᡏЬा‫ޑ‬Οᅿ௃ᆣϸᔈǴёҔаှញόӕᕉნϐ௃ᆣག‫ޕ‬౜ຝǴ٠ว৖ԋჹ‫ޑ‬ ‫ ׎‬৒ ຒ Ӛ ж ߄ ΋ ᅿЬ ा ‫ ޑ‬௃ ᆣ ϸ ᔈ ǴӅ ी 18 ჹ ‫ ׎‬৒ ຒ ( ߄2-6) Ƕ Donovan ᆶ Rssiter(1982)Ψࡌ᝼ऩाаԜໆ߄ፓࢗ੃຤‫܌ޣ‬ౢғ‫ޑ‬௃ᆣਔǴѸ໪ຫௗ߈ᖼວ ਔ໔Ǵ٠Ъа႟୧౜൑‫ޑ‬ໆෳਏ݀ࣁന٫Ƕ. 17.

(29) ߄2-5 ඍ৹ɡെଆɡЍଛ҅ॄय़‫׎‬৒ຒ΋ំ߄ Ьा௃ᆣ ඍ৹‫(ޑ‬pleasure). ‫׎‬৒ຒ ‫ז‬኷‫ޑ‬-ό‫ז‬኷‫ޑ‬ ᅈ‫ޑى‬-‫ݪ‬഼‫ޑ‬ ඍ৹‫ޑ‬-ඊࡗ‫ޑ‬ Ԗ‫׆‬ఈ‫ޑ‬-๊ఈ‫ޑ‬ ᅈཀ‫ޑ‬-όᅈཀ‫ޑ‬ ᇸ᚞‫ޑ‬-คಠ‫ޑ‬ െଆ‫(ޑ‬arousal) ‫ڈ‬ᐟ‫ޑ‬-᚞Ꮾ‫ޑ‬ ᆙ஭‫ޑ‬-ག᝺ᒨ໌‫ޑ‬ ᑫᏟ‫ޑ‬-ѳᓉ‫ޑ‬ ᝾᝺‫ޑ‬-ฬ॰‫ޑ‬ ‫ئ‬໶‫ޑ‬-ᚷණ‫ޑ‬ െଆ‫ޑ‬-҂೏െଆ‫ޑ‬ Ѝଛ‫(ޑ‬dominance) ௓‫ޑڋ‬-೏௓‫ޑڋ‬ ख़ा‫ޑ‬-όख़ा‫ޑ‬ ԖቹៜΚ‫ޑ‬-೏ቹៜ‫ޑ‬ Ѝଛ‫ޑ‬-ܺவ‫ޑ‬ όᏱᔒ‫ޑ‬-Ᏹᔒ‫ޑ‬ Ծҗ‫ޑ‬-೏ज़‫ޑڋ‬ ၗ਑ٰྍ: Mehrabian, A., and Russell, J. A. (1974). An apprpach to environmental psychology. Cambridge, MA, MIT Press.. Russell ᆶ Pratt (1980)ஒ‫܌‬Ԗ௃ᆣ٩Ȭඍ‫ז‬ᆶόඍ‫ז‬ȭᆶȬமᆶ১ȭ‫ঁٿ‬Ь ືϩࣁѤঁ୔ୱǺඍ‫ז‬Զமǵඍ‫ז‬Զ১ǵόඍ‫ז‬Զமǵόඍ‫ז‬Զ১฻ឦඍ‫ז‬Զம ‫ޑ‬௃ᆣǹӕཀǵᅈཀǵӼჱǵࡣᓉǵ؈๱ǵ‫ܫ‬᚞ǵੲᏩ฻ឦඍ‫ז‬Զ১‫ޑ‬௃ᆣǹ᝾ ௉ǵ৮ឨǵᆙ஭ǵኌࡗǵ਋‫ש‬ǵඊࡗǵൿภ฻ឦ‫ܭ‬όඍ‫ז‬Զம‫ޑ‬௃ᆣǹ఺ᄐǵൿ ࠉǵኁᢠǵ៮ฅǵคಠǵኍீ฻ឦ‫ܭ‬όඍ‫ז‬Զ১‫ޑ‬௃ᆣǶ. 18.

(30) ம!. ᝾௉ǵ৮ឨǵᆙ஭ǵኌࡗǵ ਋‫ש‬ǵඊࡗǵൿภ!. ‫ז‬኷ǵᑫᏟǵ៿‫ݒ‬ǵ ඍ৹ǵᡋ഻!. όඍ‫!ז‬. ඍ‫!ז‬. ఺ᄐǵൿࠉǵኁᢠǵ ៮ฅǵคಠǵኍீ!. ӕཀǵᅈཀǵӼჱǵࡣᓉǵ ؈๱ǵ‫ܫ‬᚞ǵੲᏩ!. ১!. კ2-2 ௃ᆣѤᆢࡋ ၗ਑ٰྍ: Russell ,J. A.,and Pratt,G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Psychology, 38(2), 311-322.. Yoo ,Park ᆶ Macinnis (1998)ஒᖼ‫ނ‬ᕉნϣ‫੃ޑ‬຤‫ޣ‬௃ᆣϩࣁ҅य़ᆶॄय़௃ ᆣǴ҅य़௃ᆣག‫ڙ‬хࡴ଎Γ‫ޑ‬ǵᠠ໹‫ޑ‬ǵᅈ‫ޑى‬ǵᑫᏟ‫ޑ‬ǵᅈཀ‫ޑ‬Ϸඍ‫ޑז‬Ǵॄ य़௃ᆣག‫ڙ‬хࡴ‫ܫ‬క‫ޑ‬ǵό౛཮‫ޑ‬ǵขቾόӼ‫ޑ‬ǵғ਻‫ޑ‬Ϸόඍ‫ޑז‬ǹBabin ᆶ Attaway (2000)а่ᄬБำኳԄ௢Ꮴр҅य़ᆶॄय़‫ٿޑ‬ᅿ௃ᆣ‫ޑ‬ᑽໆБ‫ݤ‬Ǵ‫܈҅ځ‬ ॄय़‫ޑ‬௃ᆣ،‫ݗܭۓ‬ൎ‫܌‬஥๏ሽॶ‫ޕ‬᝺ӳ‫܈‬ᚯ‫ޑ‬ቹៜǶ Machleit ᆶ Eroglu (2000)аΠӈΟᅿ‫ڀ‬ж߄‫ޑ܄‬௃ᆣໆ߄ǴҔٰᑽໆ੃຤‫ޣ‬ ӧᖼ‫ނ‬ύЈǵԭ೤Ϧљǵຬભѱ൑Ϸ‫ש‬Ԍ۫฻Ѥᜪ୘۫຾Չ੃຤ࢲ୏ਔ௃ᆣϸᔈǺ (΋)Mehrabian and Russell (1974)‫܌‬٬Ҕ‫ޑ‬ඍ৹(Pleasure)ǵെଆ(Arousal) ϷЍଛ(Dominance)฻௃ᆣ‫ޑ‬Οঁᄬय़Ƕ. 19.

(31) (Β)Plutchik (1980)Ζᅿ୷ᘵ‫ޑ‬௃ᆣᜪࠠǺғ਻(Anger)ǵ៿኷(Joy)ǵ ໾Ј(Sadness)ǵሦ‫(ڙ‬Acceptar)ǵ኉ൾ(Disgust)ǵයࡑ(Expectancy)ǵ ᡋ഻(Surprise)ǵ৮ឨ(Fear)Ƕ (Ο)Izard(1977)வόӕ‫ޑ‬௃ᆣ౛ፕύǴ‫܌‬ᒧ᏷ϐΜ໨௃ᆣᄬय़Ǻ៿኷(Joy)ǵ ໾Ј (Sadness)ǵᑫ፪(Interest)ǵғ਻(Anger)ǵ࿾ൾག(Guilty)ǵ ಚཎ(Shame)ǵ኉ൾ(Disgust)ǵᙕຎ(Contempt)ǵᡋ഻(Surprise)ǵ ৮ឨ(Fear)Ƕ ߄2-6 Izard‫(ޑ‬1977)௃ᆣϩᜪ ௃ᆣᜪձ ҅य़ ύ‫܄‬ ϣ೽ ॄय़ Ѧ೽ ௃ნ. ჹᔈ‫ޑ‬௃ᆣࡰ኱ ଯᑫ(interest)‫ז‬኷(joy) ᡋ೗(surprise) ғ਻(anger) Ⴧൾ(disgust) ሄຎ(contempt) ࿾ൾ(guilt) ্ಚ(shame) ্‫(܂‬fear) ൿ໾(sadness). ၗ਑ٰྍ: Izard, C. E. (1977). Human emotions. Plenum, New York.. ‫่݀زࣴځ‬ว౜ԜΟᅿໆ߄࿶ၸჴᡍၮҔ‫ܭ‬Ѥᅿ੃຤൑ୱᖼ‫ޑނ‬ᑽໆᆶК ၨࡕǴว౜፾ӝҔٰඔॊΓॺ੃຤ਔ‫ޑ‬௃ᆣག‫ڙ‬Ǵ‫ځ‬ҔຒԖǺඍ৹‫(ޑ‬Pleasure)ǵ ᑫ፪‫(ޑ‬Interest)ǵ៿኷‫(ޑ‬Joy)ǵᡋ഻‫(ޑ‬Surprise)ǵғ਻‫(ޑ‬Anger)ǵᜤၸ‫(ޑ‬Sadness)ǵ ᇡӕ‫(ޑ‬Acceptance)฻Ύ໨ǹ྽੃຤‫ޣ‬௃ᆣೀ‫זܭ‬኷ǵඍ৹‫ޑ‬௃‫ݩ‬ΠǴ཮Ԗၨଯ‫ޑ‬ ៝࠼ᅈཀǴ‫޸ځ‬຤‫ߎޑ‬ᚐΨၨӭǹऩ᝺ளᜤၸǵѨఈǴ߾޸຤‫ߎޑ‬ᚐ࣬ჹ෧ϿǴ ៝࠼ᅈཀำࡋΨӢԶफ़եǶ аΠ༼᏾ӚᏢ‫ޣ‬ჹ‫ܭ‬௃ᆣᄬय़ϐᜪࠠ: ߄2-7 ӚᏢ‫ޣ‬௃ᆣᄬय़༼᏾߄ ௃ᆣᄬय़ Ꮲ‫ޣ‬ Mehrabian ȿ Russell (1974) ඍ‫ז‬ǵെଆǵЍଛ ৮ឨǵғ਻ǵ‫ז‬኷ǵൿ໾ǵௗ‫ڙ‬ǵჇൾǵයࡑǵᡋ Plutchik (1980) ೗ 20.

(32) Donovan and Rossiter (1982) Holbrook and Batra (1987) Yoo ,Park and Macinnis (1998) Machleit and Eroglu (2000). ඍ‫ז‬ǵെଆǵЍଛ െଆǵᚶᅪǵғ਻ǵᇸ᚞ǵคಠǵ৮ឨǵኅఈǵ‫ޗ‬ ཮௃ᆣǵགᖴǵൿ໾ǵྠඊǵ‫ވ‬኷ ҅य़௃ᆣǺ଎Γ‫ޑ‬ǵᠠ໹‫ޑ‬ǵᅈ‫ޑى‬ǵᑫᏟ‫ޑ‬ǵᅈ ཀ‫ޑ‬Ϸඍ‫ޑז‬Ƕ ॄय़௃ᆣǺ‫ܫ‬క‫ޑ‬ǵό౛཮‫ޑ‬ǵขቾόӼ‫ޑ‬ǵғ਻ ‫ޑ‬Ϸόඍ‫ޑז‬ ඍ৹‫ޑ‬ǵᑫ፪‫ޑ‬ǵ៿኷‫ޑ‬ǵᡋ഻‫ޑ‬ǵғ਻‫ޑ‬ǵᜤၸ ‫ޑ‬ǵᇡӕ‫ޑ‬Ƕ. ၗ਑ٰྍǺҁࣴ‫༼ز‬᏾. ҁࣴ‫ز‬టᕕှ੃຤‫ޣ‬ӧ঵ٚଚቷౢࠔ৖୧ύЈǴӧ᏾ᡏ‫ݗ‬ൎᔼ೷ΠǴ‫܌‬ౢғ ‫ޑ‬௃ᆣϸᔈǴ٠‫׆‬ఈ၀௃ᆣϸᔈૈှញ‫ࡕځ‬ϐ੃຤ՉࣁཀკǴࡺҁࣴ‫ز‬௦Ҕ Machleit ᆶ Eroglu (2000)‫܌‬ගр፾ӝҔٰඔॊΓॺ੃຤ਔ‫ޑ‬௃ᆣག‫ڙ‬Ǵх֖҅य़ ‫ޑ‬ඍ৹‫ޑ‬ǵགᑫ፪‫ޑ‬ǵ៿኷‫ޑ‬ǵᡋ഻‫ޑ‬ǵᇡӕ‫ޑ‬ǴаϷॄय़‫ޑ‬ғ਻‫ޑ‬ǵᜤၸ‫ޑ‬Ƕ ߄2-8 ੃຤‫ޣ‬௃ᆣϐᏹբ‫ۓ܄‬ကᆶᑽໆ ᡂ໨ ੃຤‫ޣ‬௃ᆣ. ᏹբ‫ۓ܄‬က ੃຤‫ډڙޣ‬Ԗ‫ޑ׎‬ჴᡏᕉნ Ϸค‫ޑ୍ܺޑ׎‬ቹៜǴ཮Їว ঁΓόӕ‫ޑ‬௃ᆣ‫ރޑ‬ᄊǴԖ҅ य़‫ޑ‬௃ᆣ཮Ԗၨଯ‫ޑ‬ᅈཀ ࡋǴౢғॄय़௃ᆣߡ཮फ़ե‫ځ‬ ᅈཀำࡋǶ. 21. ᑽໆୢ໨ ඍ৹‫ޑ‬ གᑫ፪‫ޑ‬ ៿኷‫ޑ‬ ᡋ഻‫ޑ‬ ᇡӕ‫ޑ‬ ғ਻‫ޑ‬ ᜤၸ‫ޑ‬.

(33) ಃΟ࿯ ᅈཀࡋ ΋ǵᅈཀࡋ‫ۓ‬က Cardozo‫ܭ‬1965ԃගрᅈཀࡋ‫ޑ‬ᢀ‫ۺ‬Ǵࢂಃ΋Տ຾Չᅈཀࡋჴ᛾ࣴ‫ز‬Ꮲ‫ޣ‬Ǵ дࡰр੃຤‫ޣ‬ᅈཀ཮ቚу៝࠼ӆԛᖼວ‫܈‬ᖼວ‫ځ‬дౢࠔཀᜫǴӕਔΨ཮ගଯ҅य़ ‫ޑ‬α࿞࠹໺Ǵჹ‫ܭ‬Ҿ཰Զ‫ق‬Ǵᕕှ៝࠼‫ޑ‬ᅈཀำࡋߡёႣෳࡕុ‫੃ޑ‬຤ՉࣁǶ Czepiel(1974)ӧ௖૸੃຤‫ޣ‬ᖼࡕα࿞࠹໺‫زࣴޑ‬ύǴᇡࣁ੃຤‫ޣ‬ᅈཀࡋᔈа ᏾ᡏ‫܄‬ຑ՗Ǵ‫ځ‬ж߄๱੃຤‫ޣ‬ჹౢࠔόӕឦ‫܄‬Ьᢀϸᔈϐᕴ‫ک‬ǴЪᅈཀࡋࢂٰԾ ‫੃ܭ‬຤࿶ᡍ‫ޑ‬௃ᆣϸᔈ(Cadotte & Jenkinds,1987;Oliver,1997; Bolton,1998)Ǵ྽੃ ຤‫ޣ‬ᒿ๱ਔ໔ᆶ੃຤࿶ᡍ‫ޑ‬ಕᑈǴ‫׎‬ԋჹ‫ܭ‬၀୘۫‫ޑ୍ܺ܈‬᏾ᡏຑሽǴቹៜ๱੃ ຤‫ޣ‬Вࡕӆԛ੃຤ǵα࿞࠹໺ǵᙯඤ‫࡜ܤ܈‬฻ࡕុՉࣁཀკ(Anderson,Fornell,& Lehman,1994)Ƕ Kotler(2003)ᘜયӚᏢ‫ޣ‬ཀ‫ـ‬Ǵࡰрᅈཀࡋࢂ΋ঁΓ‫܌‬ག‫ڙ‬ඍ‫܈ז‬Ѩఈ‫ޑ‬ำ ࡋǴࢂྍԾ‫ځܭ‬ჹౢࠔ‫ޕޑૈ܄‬᝺ǵঁΓჹౢࠔ‫ޑ‬යఈǴ‫ޣٿ‬Кၨϐࡕ‫׎‬ԋ‫ޑ‬Ƕ ྽ౢࠔ‫୍ܺ܈‬όӵႣයǴ੃຤‫཮ޣ‬ག‫ډ‬όᅈཀǹϸϐǴ੃຤‫߾ޣ‬ག‫ډ‬ᅈཀǴӵ݀ ౢࠔ‫୍ܺ܈‬ଯ‫ܭ‬යఈǴ߾៝࠼཮Ԗଯࡋ‫ޑ‬ᅈཀНྗǶ ૟ஒ୯ѦᏢ‫ޣ‬ჹ‫࠼៝ܭ‬ᅈཀࡋ‫ۓޑ‬က༼᏾ӵΠ߄Ǻ ߄2-9 ୯ѦᏢ‫ޣ‬ჹ‫ܭ‬ᅈཀࡋϐ‫ۓ‬က༼᏾߄ Ꮲ‫ޣ‬ Czepiel(1974) Cadotte and Jenkinds(1987) Bolton(1998) Mano and Oliver(1993). Spreng, Mackenzie, and Olshavsky (1996). ‫ۓ‬က ёຎࣁ΋᏾ᡏ‫ޑ܄‬ຑ՗Ǵж߄៝࠼ჹౢࠔόӕឦ ‫܄‬Ьᢀϸᔈϐᕴ‫ک‬Ƕ ៝࠼ᅈཀࢂ΋ᅿٰԾ੃຤‫ޣ‬࿶ᡍ‫ޑ‬௃ᆣϸᔈǶ ៝࠼ᖼࡕ࿶ᡍ‫܌‬ౢғ‫ޑ‬௃གӢનǴёૈ཮ቹៜ៝ ࠼ჹ୍ܺࠔ፦ǵᖼࡕཀᜫ‫ک‬Չࣁ‫ޑ‬ຑ՗Ƕ όፕࢂ࿶җ౛‫ޑ܄‬фճ‫܈‬ག‫ޑ܄‬٦኷ᄬय़Ǵ೿཮ ᐟଆ੃຤‫ޣ‬ౢғ҅ӛ‫ॄ܈‬ӛ‫ޑ‬௃གǴ຾Զቹៜჹ ᅈཀ‫ޑ‬ຑໆǶ ᇡࣁ៝࠼᏾ᡏᅈཀࡋࢂ΋ᅿౢࠔ‫୍ܺ܈‬࿶ᡍ‫ޑ‬ ௃ག‫ރ‬ᄊǶ 22.

(34) ᅈཀࡋࢂ៝࠼ჹ٣‫ނ‬΋ᅿኩਔ‫܄‬ǵ௃ᆣ‫ޑ܄‬ϸ ᔈǶ ៝࠼ᅈཀࢂ΋ঁΓ‫܌‬ག᝺ඍ৹‫܈‬Ѩఈ‫ޑ‬ำࡋǴ‫ځ‬ ྍԾ‫ځ‬ჹౢࠔ‫ޕޑ୍ܺ܈‬᝺ǴᆶঁΓჹౢࠔ‫ޑ‬ය ఈǶ. Oliver(1997) Kotler(2003). ၗ਑ٰྍǺҁࣴ‫ز‬᏾౛. ୯ϣᏢ‫݅ޣ‬໚շǵ݅‫ە׵کृذ‬ठ(2007)ᇡࣁ੃຤‫ޣ‬ᅈཀࡋ୷ҁ΢ࢂ੃຤‫ޣ‬ ӧᖼວ୘ࠔ‫܈‬٬Ҕ୍ܺ߻ႣයਏҔǴᆶᖼວࡕჴሞ࿶ᡍ‫ޑ‬ৡຯᇡ‫ޕ‬Ǵჴሞᡏᡍᆶ Ⴃය΋ठǴ៝࠼ஒள‫ډ‬ᅈ‫ى‬ǴჴሞᡏᡍόӵচӃႣයǴ៝࠼ஒόᅈ‫ى‬ǴߏΦΠٰǴ ‫׎‬ԋ੃຤‫ޣ‬ჹᆶԜౢࠔ‫ޑ܄ុ࡭୍ܺ܈‬ᄊࡋǴԶᄊࡋࢂ΋ᅿ࡭ុ‫੃܄‬຤‫ޣ‬ӳൾ‫ޑ‬ ௃ᆣ‫܄‬ག᝺Ǵ຾ԶቹៜВࡕᖼວ‫܈‬٬Ҕ୍ܺ‫ޑ‬ཀᜫǶྕ҉݊(2008)߾‫ۓ‬ကᅈཀࡋ ࣁ៝࠼ௗԏ୍ܺࡕǴಕᑈ࿶ᡍჹ᏾ᡏ୍ܺᢀᗺ΢ᇡ‫ޕ‬௃གᆶЍбሽ਱฻᏾ӝ‫܄‬ຑ ሽǶដࡹ଻ӧ2008ԃ௖૸མ४ᢀӀӈًਓ࠼ϐၯᏨᡏᡍᐕำǴࡰрᅈཀࡋࢂၯ࠼ ჹᢀӀӈًਓၯ୘ࠔᡏᡍࡕ‫ޑ‬ຑሽǴ٠аౢࠔሽॶǵ୍ܺᄊࡋǵ୍ܺᕉნϷ᏾ᡏ ࿶ᡍག‫ڙ‬຾ՉᑽໆǶ ૟ஒ୯ϣӚᏢ‫ޣ‬ჹ੃຤‫ޣ‬ᅈཀࡋ࣬ᜢࣴ‫ز‬Ϸ‫ۓ‬က༼᏾ӵΠ߄Ǻ ߄2-10 ୯ϣᏢ‫ޣ‬ჹ‫ܭ‬ᅈཀࡋϐ‫ۓ‬က༼᏾߄ Ꮲ‫ޣ‬ ֆ៼໥ (2005) ݅໚շ ݅‫ृذ‬ ‫ە׵‬ठ (2007) ྕ҉݊ (2008) ដࡹ଻. ࣴ‫ز‬ჹຝ. Ьᚒ኷༜ၯ࠼. ‫ڜ‬ଢ଼۫៝࠼. ୯ሞૐ‫ޜ‬ਓ࠼ ᢀӀӈًၯ࠼. ‫ۓ‬က ᅈཀࣁ΋ᅿ᏾ᡏ‫ޑ܄‬ག᝺ǴջճҔȨ᏾ᡏԶ‫ق‬Ǵ ‫ך‬᝺ளࡐᅈཀ೭ৎၯ኷༜‫୍ܺޑ‬ȩࣁୢ໨Ǵаᑽ ໆ៝࠼ӧௗ‫ࡕ୍ܺڙ‬Ǵჹ୍ܺࢂ഻៿‫܈‬ό഻៿‫ޑ‬ ᏾ᡏག᝺Ƕ ੃຤‫ޣ‬ӧᖼວ୘ࠔ‫܈‬٬Ҕ୍ܺ߻ႣයঁਏҔǴᆶ ᖼວࡕჴሞ࿶ᡍ‫ޑ‬ৡຯᇡ‫ޕ‬ ᅈཀࡋࣁ៝࠼ௗԏ୍ܺࡕǴಕᑈ࿶ᡍჹ᏾ᡏ୍ܺ ᢀᗺ΢ᇡ‫ޕ‬௃གᆶЍбሽ਱฻᏾ӝ‫܄‬ຑሽ ᅈཀࡋࢂၯ࠼ჹᢀӀӈًਓၯ୘ࠔᡏᡍࡕ‫ޑ‬ຑ 23.

(35) (2008) ಷറԀ (2010). ሽǴ٠аౢࠔሽॶǵ୍ܺᄊࡋǵ୍ܺᕉნϷ᏾ᡏ ࿶ᡍག‫ڙ‬຾ՉᑽໆǶ ៝࠼ᅈཀࡋΏ੃຤‫ޣ‬Ҕᓓࡕ‫܌‬ག᝺‫ޑ‬ඍ৹‫܈‬Ѩ ᢀӀਓᓔҔᓓ੃ ఈำࡋǴ߯ྍԾ‫ځ‬ჹౢࠔ‫ޕޑ)่݀܈(ૈ܄‬᝺ᆶ ຤‫ޣ‬ ঁΓჹౢࠔ‫ޑ‬යఈǶ. ၗ਑ٰྍǺҁࣴ‫ز‬᏾౛ ᆕ΢Ǵᅈཀࡋࢂ੃຤‫ޣ‬ᖼࡕ࿶ᡍ‫܌‬ౢғ‫ޑ‬௃གӢનǴࢂ᏾ᡏ‫ޑ܄‬ຑ՗Ǵ٠ё ૈ཮ቹៜ੃຤‫ុࡕޣ‬ՉࣁǴ‫ٯ‬ӵǺ۸၈ࡋǵᙯඤ‫܈‬α࿞࠹໺฻Ƕ Βǵᅈཀࡋᄬय़ Czepil(1974)ஒ៝࠼ᅈཀຎࣁ΋ᅿ᏾ᡏ‫ޑ܄‬ຑ՗Ǵж߄੃຤‫ޣ‬ჹ၀ԛ੃຤Ьᢀ ϸᔈ‫ޑ‬ᕴӝǶOliver (1997)ᇡࣁᑽໆ᏾ᡏ‫܄‬ᄊࡋ‫ޑ‬Б‫ݤ‬Ǵࢂᡣ੃຤‫ޣ‬ԾՉஒ‫܌ځ‬ ख़ຎ‫ޑ‬ឦ‫܄‬у៾Ǵૈ୼ၨࣁྗዴӦϸᔈр੃຤‫੿ޣ‬ჴ‫ޑ‬ᅈཀำࡋǶᑽໆ៝࠼ᅈཀ ࡋ‫ޑ‬ЁࡋǴёϩࣁаΠϖᜪǺ (΋)ᙁൂᅈཀЁࡋ(simple satisfacation scale)ǺவֹӄᅈཀࡋǵߚதᅈཀǵࡐϿᅈ ཀǵؒԖᅈཀ฻ϩԋΟঁǵϖঁ‫܈‬ΎঁЁࡋǶ (Β)షӝЁࡋ(mixed scale)Ǻவߚதᅈཀǵᅈཀǵද೯ǵόᅈཀǵߚதόᅈཀ฻ϩ ԋΟ‫ډ‬ΎঁЁࡋǶ (Ο)යఈЁࡋ(expectation scale)Ǻ၀Ёࡋ‫ޑ‬Ьाфૈӧ‫ܭ‬ᑽໆයఈᆶჴሞᕮਏ໔‫ޑ‬ ৡຯǴऩࢂჴሞᕮਏК៝࠼යఈӳǴ੃຤‫཮ޣ‬ག‫ډ‬ᅈཀǴऩࢂჴሞᕮਏК៝ ࠼යఈৡǴ੃຤‫ޣ‬൩཮ག‫ډ‬όᅈཀǶ (Ѥ)ᄊࡋЁࡋ(attitude scale)Ǻߚத഻៿ǵ഻៿ǵό഻៿ǵߚதό഻៿฻ϩԋΟঁ ‫ډ‬ΎঁЁࡋǴ٠Ъᇡࣁ੃຤‫ޣ‬ऩࢂຫ഻ངࢌ΋ౢࠔǴ߾၀໨ౢࠔ‫ޑ‬ᄊࡋЁࡋ ൩཮ຫଯǶ (ϖ)௃གЁࡋ(affect scale)ǺၮҔӧᑽໆ੃຤‫ޑޣ‬௃གϸᔈǴऩࢂჹ‫ܭ‬၀ౢࠔག‫ډ‬ ᅈཀਔǴ൩཮Ԗ҅य़‫ޑ‬௃གϸᔈǹϸϐ߾߄Ңჹ‫ܭ‬၀໨ౢࠔག‫ډ‬όᅈཀǶ Cadotte ᆶ Jenkins(1987)ၮҔౢࠔࠔ፦ǵ୍ܺೲࡋǵ঩π϶๓ำࡋǵ਻‫ݗ‬း. 24.

(36) ⩰ǵమዅፁғǵሽ਱Ϸ঩π୍ܺࠔ፦฻Ύय़ӛٰᑽໆᓓ᡺៝࠼ᅈཀࡋǶPangan(1984) ߾ᇡࣁ៝࠼ᅈཀࡋёϩࣁ೛ഢǵՏ࿼ǵ୘୍۫ܺǵ୘ࠔǵ୘۫਻‫ݗ‬ǵߦᎍ฻य़ӛǶ Szymanski ᆶ Henard(2001)ᘜયၸ۳Ꮲ‫ޣ‬ჹ‫ܭ‬ᅈཀࡋᑽໆᄬय़ǴёϩࣁаΠ ‫ٿ‬ᅿᑽໆБԄǺ (΋)ஒ੃຤‫ޣ‬ᅈཀࡋຎࣁ΋᏾ᡏ‫ۺཷޑ܄‬Ǵӧᑽໆ΢໻٬Ҕൂ΋ୢ໨ǴᙖԜΑှ ჹ‫܌ܭ‬ௗ‫ډڙ‬ౢࠔ‫ޑ୍ܺ܈‬ӄय़‫܄‬ᄊࡋǶ (Β)௦Ҕӭख़ᄬय़‫ޑ‬ୢ໨ٰᑽໆ੃຤‫ޣ‬ᅈཀࡋǴҭջ٣Ӄᑽໆౢࠔ‫୍ܺ܈‬Ӛឦ‫܄‬ ‫ޑ‬ᅈཀำࡋǴӆуᕴ‫؃‬ள៝࠼᏾ᡏ‫ޑ‬ᅈཀำࡋǶ Yoon ᆶ Uysal(2005)ӧ௖૸ၯᏨӦ୔‫ޑ‬௢܎୏ᐒჹ‫ܭ‬ᅈཀࡋ‫ޑ‬ቹៜǴᆶᅈཀ ࡋύϟቹៜ۸၈ࡋ‫زࣴޑ‬ύǴ٬Ҕ่ᄬБำኳԄѐᡍ᛾ᡂ໨ϐ໔‫ޑ‬ቹៜᜢ߯Ǵ၀ ࣴ‫ز‬ஒᅈཀࡋᑽໆ଺᏾ᡏ‫ޑ܄‬ຑ՗Ǵ่݀ว౜ၯ࠼཮ӢࣁਓၯҞ‫ޑ‬Ӧϐ௢܎୏ᐒ ቹៜᅈཀࡋԶ໔ௗቹៜჹ၀Ӧ‫ޑ‬۸၈ࡋǶ ҁࣴ‫ز‬ӧ௖૸঵ٚଚቷၯ࠼ଚቷᕉნ‫ݗ‬ൎ‫ݤ࣮ޑ‬Ǵ٠Αှၯ࠼‫ډ‬ೖࡕ‫ޑ‬௃ᆣ ϸᔈǵᅈཀࡋᆶՉࣁཀკǴஒ٬Ҕ่ᄬБำኳԄ຾ՉӢ݀ᜢ߯‫ޑ‬ᡍ᛾Ǵќҗ‫ܭ‬ᕉ ნ‫ݗ‬ൎςஒଚቷϣѦ೽ᕉნǵ೛ी৖ҢᆶΓ঩Ӣનϩ໨௖૸Ǵς٣Ӄᑽໆ੃຤‫ޣ‬ ჹ‫ܭ‬ჴᡏᕉნᆶΓ঩ӢનӚय़ӛ‫ޑ‬ᢀགǴࡺᅈཀࡋ٩ᏵYoon ᆶ Uysal(2005)‫ࣴޑ‬ ‫ز‬Ǵа᏾ᡏ‫ޑ܄‬ୢ໨຾ՉᑽໆǶ ߄2-11 ᅈཀࡋϐᏹբ‫ۓ܄‬ကᆶᑽໆୢ໨ ᡂ໨ ᅈཀࡋ. ᏹբ‫ۓ܄‬က ᅈཀࡋࢂ੃຤‫ޣ‬ᖼࡕ࿶ ᡍ‫܌‬ౢғ‫ޑ‬௃གӢનǴ ࢂ᏾ᡏ‫ޑ܄‬ຑ՗Ǵ٠ё ૈ཮ቹៜ੃຤‫ុࡕޣ‬Չ ࣁǴ‫ٯ‬ӵǺ۸၈ࡋǵᙯ ඤ‫܈‬α࿞࠹໺฻Ƕ. ᑽໆୢ໨ ᏾ᡏԶ‫ق‬Ǵ಄ӝ‫ޑך‬යࡑ ॶள‫޸ך‬ਔ໔ၟᆒΚ߻ٰ ᏾ᡏԶ‫ق‬Ǵ‫ࡐך‬ᅈཀ ᆶ‫ځ‬д࣬՟ӦБКၨଆٰǴ‫ך‬᝺ளࢂ΋ঁॶ ள߻ٰ੃຤Ӧᗺ. 25.

(37) ಃѤ࿯ Չࣁཀკ ΋ǵՉࣁཀკ‫ۓ‬က Ajzan ᆶ Fishbein (1975)ᇡࣁՉࣁཀკࢂঁΓགྷा௦‫ࢌڗ‬Չࣁϐ໼ӛǴࢂҺ ՖՉࣁ߄౜‫ޑ‬ѸाၸำǴࣁՉࣁ҂ᡉ౜߻ϐ‫ރ‬ᄊǴࢂঁΓЬᢀ΢ղᘐ҂ٰёૈ௦ ‫ڗ‬Չ୏‫ޑ‬໼ӛǶ Baker ᆶ Crompton (2000)ᇡࣁՉࣁёவཀკႣෳǴӵ݀ૈჹཀკ຾Չ፾྽‫ޑ‬ ໆෳǴ‫܌‬ள‫ࡐ཮่݀ޑډ‬ௗ߈ჴሞ‫ޑ‬ՉࣁǶՉࣁཀკࢂঁΓჹࢌኬ٣‫ۓޭ࡭܌ނ‬ ‫܈‬ց‫ޑۓ‬Չࣁ໼ӛ‫܈‬ཀ‫ۺ‬ǴନΑ‫ঁڙ‬Γҁ‫ୃي‬ӳቹៜѦǴҭ཮‫ډڙ‬Ѧӧᕉნቹ ៜǴࢂ࣬྽Ьᢀ‫ޑ‬ෳໆπ‫ڀ‬Ƕ Engel ,Blackwell,and Miniard (1995)ᇡࣁՉࣁཀკЬाҗᇡ‫ޕ‬ǵ௃གǵཀӛΟ ԋҽಔԋǴᄊࡋय़ࢂаᇡ‫ޕ‬Ϸ௃གࣁЬǴ‫ځ‬ჹՉࣁ‫ޑ‬ቹៜࣗ႐Ƕඤ‫ق‬ϐǴ੃຤‫ޣ‬ ჹՉࣁ‫ޑ‬᏾ᡏᄊࡋЬा،‫੃ܭۓ‬຤‫ޣ‬ჹՉࣁ‫࠼ޑ‬ᢀߞ‫ۺ‬аϷЬᢀ௃ག‫ঁٿ‬ቫ य़ǴԶȨჴሞՉࣁȩ߾ຎ‫ځ‬ՉࣁཀკԶ‫ۓ‬ǶঁᡏϐՉࣁཀკջࢂҗᄊࡋٰ،‫ۓ‬Ǵ Ο‫ޣ‬໔࣬ϕᜢᖄǶ (΋)ᇡ‫(ޕ‬congnitive)Ǻࡰ੃຤‫ޣ‬ჹౢࠔ‫ޕޑ୍ܺ܈‬᝺ǴٰԾ‫੃ܭ‬຤‫ޣ‬ҁ‫ࡘޑي‬གྷǵ ᢀ‫ۺ‬Ƕ (Β)௃ག(affective)Ǻ،‫੃ۓ‬຤‫ޣ‬ჹᄊࡋ‫ޑ‬᏾ᡏ‫܄‬ຑሽǴԶౢғόӕ‫ୃޑ‬ӳำࡋǶ (Ο)ཀӛ(conative)Ǻࡰ੃຤‫ޣ‬ਥᏵҁ‫܌ۺߞي‬௦‫ࢌڗ‬ᅿՉࣁ‫ޑ‬ёૈ‫܄‬ǴҭջՉࣁ ཀკǶ ྽ᔈҔӧ੃຤‫ޣ‬Ј౛ᏢǴՉࣁཀკ߾ࢂ੃຤‫ޣ‬ӧ੃຤ϐࡕǴჹ‫ܭ‬ౢࠔ‫܈‬Ҿ཰ ёૈ௦‫ڗ‬ҺՖՉ୏‫܈‬Չࣁ໼ӛ(Engel, Blackwell & Miniard,1995)ǶZeithaml, Berry ᆶ Parasuraman (1996)ࣴ‫ࡰز‬р྽੃຤‫ޣ‬ᇡࣁ୘۫‫ࠔ୍ܺޑ‬፦ଯਔǴӧЈύёૈ ཮ౢғ҅ӛ‫ޑ‬ՉࣁཀკǴ‫ٯ‬ӵǺቚуᖼວኧໆǵᆀᢌǵᜫбሽ਱ගଯ฻ǹ࣬ϸ‫ޑ‬Ǵ ៝࠼Ψёૈ཮ౢғॄӛ‫ޑ‬ՉࣁཀკǴ‫ٯ‬ӵǺ෧Ͽᖼວǵ‫܈࡜ܤ‬ᙯඤǶ. 26.

(38) ਥᏵа΢ϐЎ᝘௖૸Ǵёаว౜Չࣁཀკεӭࢂࡰ੃຤‫ޣ‬ӧ࿶ᐕ‫੃ځ‬຤ǵୖ ᆶࢲ୏ࡕϐ҂ٰёૈ௦‫ڗ‬ϐՉࣁǹЪՉࣁཀკёҔٰႣෳёցૈԋࣁҾ཰‫ߏޑ‬ය ࠼ЊǴӕਔࣁౢࠔ஥ٰ‫ۓڰ‬ճዎٰྍ(ഋࠂ‫ة‬ǵഋ࠶٥Ǵ2005)Ƕ୯ϣςԖ౲ӭᏢ ‫ޣ‬ჹ‫ܭ‬Չࣁཀკ຾Չࣴ‫ز‬Ǵ཮ଞჹ‫زࣴځ‬ЬᚒǴԶԖόӕ‫ۓޑ‬ကǴӵ߄‫܌‬ҢǶ ߄2-12 ୯ϣᏢ‫ޣ‬Չࣁཀკ‫ۓ‬က༼᏾߄ ࣴ‫ز‬Ꮲ‫ޣ‬. ഋ‫ػ‬඾(2003). ഋᛚ㜑(2004). ླྀનើ(2004). ໳٫ች(2005). ஭‫ذ‬Ⴀ(2010). ‫׵‬٫੦(2010). ࣴ‫ز‬ჹຝ. ‫ۓ‬က ࣴ‫ز‬٬Ҕ‫ޣ‬ӧᘤំၸၭౢࠔᆛઠࡕϐՉࣁཀ კǴஒՉࣁཀკ‫ۓ‬ကࣁঁΓЬᢀղᘐ‫ځ‬҂ٰ ёૈ௦‫ڗ‬௢ᙚǵᖼວǵ࡭ុӆ٬Ҕ฻‫ޑ‬Չ୏ ၭౢࠔᆛઠ ໼ӛǴ‫ځ‬ӧႣෳঁΓ‫ޑ‬ՉࣁਔǴࢂၨࣁྗዴ ‫ޑ‬ᑽໆࡰ኱Ƕ ՉࣁཀკǴ߯ࡰ੃຤‫ܭޣ‬ᡏᡍࡕǴჹ‫ܭ‬ᡏᡍ ‫࣬ޑ‬ᜢౢࠔǵ୍ܺ‫܈‬Ҿ཰ёૈ௦‫ޑڗ‬ӆᖼՉ ౜жᔍቃᢀ౲ ࣁǵ௢ᙚཀᜫϷҬܰཀᜫǶࣁᡏᡍၸࡕ‫܌‬ౢ ғ‫ޑ‬ᅈཀ‫܈‬όᅈཀ‫ޑ‬٣ࡕϸᔈǶ ୯ৎᔍቃଣǵѱҥ ՉࣁཀკǴཀࡰ៝࠼ჹᕉნᡏᡍၸำ‫܌‬ౢғ ϺЎࣽᏢ௲‫ػ‬ᓔǵ ‫ޑ‬ຑ՗ᆶག‫ڙ‬Ǵ຾Զቹៜ៝࠼ᄊࡋǵ҂ٰཀ ࡺ৐റ‫ނ‬ଣᆶϤᅽ კᆶдΓ௢ᙚ‫ޑ‬ёૈ‫܄‬Ǵхࡴӆೖཀᜫǵϟ ‫׸‬Ьᚒ኷༜ၯ࠼ ಏᒃ϶ǵӭϡୖᢀ฻Ƕ Չࣁཀკࣁၯ࠼ᡏᡍࡕǴჹ‫ୖܭ‬ᆶᡏᡍ‫࣬ޑ‬ ๮ഏጀၯ࠼ ᜢ୘ࠔǵࢲ୏ǵ୍ܺǴ຾Զቹៜӆᖼཀᜫǵ ௢ᙚཀᜫϷб຤ཀᜫ‫ޑ‬ёૈ‫܄‬Ƕ Չࣁཀკࡰ੃຤‫ޣ‬ӧ੃຤ࡕǴჹ‫ܭ‬ౢࠔ‫܈‬Ҿ 2009ଯ໢Шၮ ཰ёૈ௦‫ڗ‬੝‫܈୏ࢲۓ‬Չࣁ‫ޑ‬໼ӛǶ ՉࣁཀკΏࡰǺၯ࠼வ٣ਓၯࢲ୏ࡕǴ‫ځ‬ϣ ӧЈ౛ག‫ڙ‬ቹៜѦӧჴሞՉࣁϐ߄౜௃‫ݩ‬Ǵ ၯ࠼຾Չ᏾ᡏ‫܄‬ຑሽࡕǴԾՉղᘐ҂ٰёૈ ђ֞Ӧ୔ၯ࠼ ௦‫ޑڗ‬Չ୏໼ӛǴ‫ٯ‬ӵǺӆࡋख़ၯǵ௢ᙚ๏ дΓǵ҅य़‫ޑ‬α࿞࠹໺ǵᖼວ࣬ᜢ‫ޑ‬ౢࠔǵ ᆢ࡭۸၈ࡋ฻Ƕ. ၗ਑ٰྍǺҁࣴ‫ز‬᏾౛ ᆕ΢Ǵҁࣴ‫ز‬Չࣁཀკࣁᕉნ‫ݗ‬ൎᔼ೷ӧ੃຤‫ޣ‬Ј౛‫ޑ‬௃ᆣϸᔈᆶ᏾ᡏᅈཀ ࡋ‫ޑ‬ຑሽǴቹៜ‫ځ‬҂ٰёૈ௦‫ޑڗ‬Չࣁ໼ӛǴ‫ٯ‬ӵǺख़ၯǵα࿞࠹໺ǵ۸၈ࡋ฻Ƕ 27.

(39) ΒǵՉࣁཀკᄬय़ Zeithaml , Berry ᆶ Parasuramanl ( 1996 )ࣁ௖૸୍ܺࠔ፦ᆶ੃຤‫ޣ‬Չࣁཀӛ ϐ໔ᜢ߯Ǵଞჹႝတ୘ǵ႟୧୘ǵًؓߥᓀ཰Ϸტᓀ཰‫࠼៝ޑ‬຾Չୢ‫ڔ‬ፓࢗǴᔈ ҔӢનϩ‫݋‬๧‫ڗ‬рϖঁᄬय़Ǵ ஒՉࣁཀӛ୔ϩࣁ҅ӛᆶॄӛ‫ޑ‬ǶՉࣁཀკх֖ ҅य़‫ޑ‬Չࣁཀკ-۸၈ࡋǵЍб‫׳‬ӭᆶॄय़‫ޑ‬Չࣁཀკ-ᙯ౽ǵϣ೽ϸᔈϷѦ೽ϸ ᔈǺ (΋)۸၈ࡋ(loyalty)Ǻ۸၈ࡋࢂЍଛ੃຤‫ޣ‬ჴሞᖼວՉࣁ‫ޑ‬ख़ाӢનǶ‫߄ځ‬౜Չࣁ хࡴჹдΓ໺ၲ၀Ҿ཰҅य़‫ޑ‬ຑሽǵஒԜౢࠔӈࣁಃ΋ᒧ᏷ǵቚуჹ၀ౢࠔ ‫ޑ‬ᖼວǵᜫཀ௢ᙚдΓǵႴᓰдΓᖼວǶ (Β)ᙯ౽Չࣁ(switch)Ǻஒࣁ෧ϿჹԜౢࠔ‫ޑ‬ᒧ᏷ǵஒ཮ᒧ᏷ሽ਱ၨӳ‫ޑ‬ౢࠔǶ (Ο)ᜫб‫׳‬ӭ(pay more)Ǻջ٬၀ౢࠔሽ਱ගϲϝ཮ᝩុᒧ᏷၀ౢࠔǵ཮ЍбК‫ځ‬ дᝡ‫ޑޣݾ‬ౢࠔ‫׳‬ଯ‫ޑ‬ሽ਱Ƕ (Ѥ)Ѧ೽ϸᔈ(external response)Ǻ྽੃຤‫ޣ‬ჹౢࠔ‫ࠔ୍ܺ܈‬፦όᅈཀਔǴ཮ӛҾ཰ аѦϸᔈǴхࡴ‫د‬Πϸᔈӵॄय़α࿞ǵӛಃΟიᡏϸᔈǴӵӛ੃୷཮ນ࡜ǵ ௦‫ࡓݤڗ‬Չ୏Ƕ (ϖ)ϣ೽ϸᔈ(internal response)Ǻ྽੃຤‫ޣ‬ჹౢࠔ‫ࠔ୍ܺ܈‬፦όᅈཀਔǴ཮ӛҾ཰ ϣ೽Γ঩ϸᔈǴӵ‫࡜ܤ‬ǵा‫؃‬፝ᓭǶ Cronin, Brady ᆶ Hult (2000)ӧ‫زࣴځ‬ύҭග‫ډ‬Ǵऩࢂૈ٬៝࠼ჹ୍ܺග‫ٮ‬ ‫ޣ‬ౢғ‫܌‬ᒏ‫ޑ‬۸၈ࡋǴ߾៝࠼ஒ཮‫ڀ‬Ԗ‫҅ޑ‬य़ՉࣁཀკхࡴǺ (΋)ᜫཀӛдΓນᇥ୍ܺග‫ޑޣٮ‬ᓬ‫߄ؼ‬౜Ƕ (Β)ᜫཀ௢ᙚ๏‫ځ‬д੃຤‫ޣ‬Ƕ (Ο)ᜫཀჹ୍ܺග‫ޣٮ‬ᆢ࡭۸၈(᝽ӵǺӆԛᖼວ)Ƕ (Ѥ)ᜫཀӛග‫ޣٮ‬ᖼວ‫׳‬ӭϷᜫཀЍбሽ਱ྈၿǶ Oliver(1999)௖૸۸၈ࡋϐࣴ‫ز‬ύǴஒ‫ۓځ‬ကࣁȨ੃຤‫ޣ‬ჹ‫ܭ‬഻៿୘ࠔ‫ܺ܈‬ ୍Ǵӧ҂ٰӆᖼວ‫ޣ܈‬ӆඁ៝΢ᏱԖࡐଯ‫܍‬ᒍǴӢԜ೷ԋख़ፄ‫ࠔ܄‬จᖼວՉࣁǴ 28.