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, A ¯ °Ã L , ÔÚ @by¯ ° “B$•Iˆ½C{Š ‹ L; Ú

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­  fG B$Ï u (Olson and Pracejus, 2004w > Š' Ú @Éd L; _

B KR S Š ‹ L;•Ú — 2o

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h 6 ‹ ŒÏ A ¯ °8 3É, A ¯ °Í ø ý Œ h«@É Éd L

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Linder, 1965; Clore, Wiggins, and Itkin, 1975)+ † Olson and Pracejus (2004w

v s, A £Ï A B$ö O o a ò ó @fG B$ “{B$ Ä

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¨ U Ž ¿ Ò ˆ12 ( ,ˆ12 „ ? 7k

J K  B $

× ƒo Û

@  J K ¢

¯ °  B $ • Iˆo

r J K  B $

× ƒo Û ( )

¸Á¯ °†Æ

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1. Aaker, Stayman, and Hagerty (1986)

2. Olson and Pracejus (2004) 3. Skowronski and Carlston

(1989)

J K  ¯ °

Š ‹

@ b y B $ É d J K ¯ ° C {  _  B  KŸ   ¡ ] P by J K ¯ °

‹ o

r ; < J K 

¯ °Š ‹ ( )

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1. Anderson (1981) 2. Anderson (1982)

3. Einhom and Hogarth (1987) 4. Lichtenstein and Srull (1987)

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À JK 8 ð2 

& Pascal, Sprott, and Muehling (2002)O JK

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1. ð.U

2. 8 9 .½8 9 3. , A A 4. l < .½l <

1. Ajzen and Fishbein (1980) 2. Cox and Locander (1987) 3. Park and Young (1986) 4. Pascal, Sprott, and Muehling

(2002)

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À H š 8 ð2 

& Pascal, Sprott, and Muehling (2002)O H š

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1. ð.U

2. U | 8 9.U | ½8 9 3. 8 9 .½8 9

4. Ú › œ › œ

1. Ajzen and Fishbein (1980) 2. Cox and Locander (1987) 3. Park and Young (1986) 4. Pascal, Sprott, and Muehling

(2002)

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À H š Ç — K Þ2 

& Pascal, Sprott, and Muehling (2002)O K Þ

— Ç h}Æ O 1. K Þ.½K Þ 2. ³ V K Þ.½³ V K Þ 3. E F GÞ.½E F

1. Ajzen and Fishbein (1980) 2. Cox and Locander (1987) 3. Park and Young (1986) 4. Pascal, Sprott, and Muehling

(2002)

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1. Cacioppo, Petty, and Kao (1984) 2. Zhang (1996) 3. Zhang and Buda

(1999)

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¡ E ( ) JK C57  _ g , Ï •Iˆ:² Š ‹ ~ ½C± o

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é hZ C@JK D šøY &@Z ; < € 0 µ ä å & Ê ¨ Q©

¨ Z †5†“o

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© ª † < š t † 9 ( € 2 ¢") * &@Z ; < , €  JK D

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» , If â «Ž JK € O [ X ¸Ó `O ] o

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  @ “H š š D øY \Unger, McConocha, and Faier (1991) _ “ D Œ´  D JK 8 ²  š D Ð / ¡ ; < ö O C") * `JK š D &

“D  D JK , H š D šo

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¡ @À] d˜ÄïÉv ÓJK ˜Ä$ Í ø G % Q^ ß¡ ÉKdJ

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JK ; < – ] z1†& á _ `†Z Ó ˜ "  o®¯ «¬ JK ^ ³ [ 1 2 µ 

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dJK ˜Ä&Ñ   Æ 1†Ñ   Æ 2†Ñ   Á1†Ñ   Á 2 & › Â

  H š dJK ˜Äo

}3-4a n JK Bæ4. \ ‘ :. Õ

 ¹ \ ‘  . Õ . o 

¢ n Æ1 30 5.952 .743 .136

¢ n Æ2 30 5.755 .897 .164

¢ n Á1 30 4.185 .971 .177

¢ n Á2 30 3.270 .826 .151

÷ £ 120 4.790 1.406 .128

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(10)

}3-4b n JK Bæ4.U & î

¹ •£ ¨ ®  ¹ \ ¹ •£ F z1 ” Á ˆ

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± c  86.460 116 .745  

÷ £ 235.170 119   

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}3-5aO_ ` JK Bæ4. \ ‘ :. Õ

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_ ` Æ1 30 5.461 1.146 .209

_ ` Æ2 30 5.555 .918 .168

_ ` Á1 30 4.027 .826 .151

_ ` Á2 30 3.303 .614 .112

÷ £ 120 4.587 1.306 .119

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}3-5bO_ ` JK Bæ4.U & î

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± c  93.186 116 .803  

÷ £ 203.022 119   

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}3-6a   JK Bæ4. \ ‘ :. Õ

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Ñ   Æ1 30 5.867 .627 .114

Ñ   Æ2 30 4.349 .829 .151

Ñ   Á1 30 3.027 .814 .149

Ñ   Á2 30 2.921 .891 .163

÷ £ 120 4.041 1.434 .131

  ð 8 O") * f-

(11)

}3-6b   JK Bæ4.U & î

¹ •£ ¨ ®  ¹ \ ¹ •£ F z1 ” Á ˆ

±   171.275 3 57.092 90.044 .000

± c  73.549 116 .634  

÷ £ 244.824 119   

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(12)

  Ö &P  "tz1ð z`} JK ˜Ä[ Bæ _ß _ ` H š Œ

Ñ   H š ap JK ˜Ä[ 4.¹ \ ‘ #@4 Q¢ [

\ ‘ f ¯ 3Q4Ù  n> ") * @, æ Ó `¢G&bdJK ˜Ä°Ÿ  

¡ H )[ BæCP dJK ˜Ä[ Bæ½ µ j> Šß P dJK ˜Ä

[ Bæ– ] ð 3 «¬ ˜Ä#?   ¡ @, æ Ó `¢§—¢ n H š Ú dÁ

JK ˜Ä¶ z1o ; _[ Bææ jk¹ \ ‘ ] P 5nC½r¢ n H š [ 1 , æ Ó `?  – ¢oqz1o ; }3-7o

}3-7O} JK ˜Ä@[ Bæ4.\qz1

z1œ = 4 z1œ = 5

¹ \ ‘ t t

¢ n Æ1 30 2.767 - 4.741*** - 8.586***

¢ n Æ2 30 3.150 - 3.157** - 6.871***

¢ n Á1 30 4.883 4.894*** - 0.646

¢ n Á2 30 4.067 0.300 - 4.205***

_ ` Æ1 30 3.500 - 2.163* - 6.488***

_ ` Æ2 30 3.267 - 2.675* - 6.324***

_ ` Á1 30 4.383 1.727 - 2.779**

_ ` Á2 30 3.817 - 0.613 - 3.959***

Ñ   Æ1 30 3.100 - 3.657*** - 7.720***

Ñ   Æ2 30 4.500 2.649* - 2.649*

Ñ   Á1 30 4.017 0.065 - 3.817***

Ñ   Á2 30 3.933 - 0.270 - 4.327***

*p<.05, **p<.01, ***p<.001

  ð 8 O") * f-

(13)

  ) * ¡ &P  "tz1ð z`} JK ˜Ä; < – ]  _½S ³”

yH š è JK ˜Ä#GL  ^ ß¡ ¢ Qj ; < Bæk¹ \ ‘ #@4 Q 5Ù  n> Šß JK ; < – ] ð 3 «¬ JK ˜Ä?   ¡ @, æ Ó `¢o qz1o ; }3-8o

}3-8O} JK ˜Ä@; < 4.\qz1

z1œ = 4 z1œ = 5

¹ \ ‘ t t

¢ n Æ1 30 5.030 5.112*** 0.149

¢ n Æ2 30 4.703 3.675*** - 1.550

¢ n Á1 30 4.283 1.378 - 3.485**

¢ n Á2 30 4.487 2.315* - 2.442*

_ ` Æ1 30 4.637 2.756** - 1.573

_ ` Æ2 30 4.217 0.782 - 2.827**

_ ` Á1 30 3.880 - 0.529 - 4.936***

_ ` Á2 30 4.130 0.548 - 3.666***

Ñ   Æ1 30 4.863 3.955*** - 0.626

Ñ   Æ2 30 4.617 2.758** - 1.715

Ñ   Á1 30 4.270 1.474 - 3.984***

Ñ   Á2 30 4.267 1.439 - 3.958***

*p<.05, **p<.01, ***p<.001

  ð 8 O") * f-

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