電子口碑特性對消費行為之影響─以餐飲業口碑網站為例

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୯ҥᆵ᡼εᏢᆅ౛Ꮲଣ୯ሞҾ཰Ꮲࣴز܌

ᅺγፕЎ

Graduate Institute of International Business College of Management

National Taiwan University Master Thesis

ႝηα࿞੝܄ჹ੃຤Չࣁϐቹៜ

аᓓ໯཰α࿞ᆛઠࣁٯ

Effect of the characteristics of eWOM on Consumer’s Buying Behavior:

An Online Dining Guide Analysis

೾܃ဖ Yi-Hsuan Kuo

ࡰᏤ௲௤Ǻ ໳ࡡዛ റγ

Advisor: Heng-Chiang Huang, Ph.D.

ύ๮҇୯ 99 ԃ 1 Д

Jan, 2010

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ᄔा

ਥᏵѭᅟහȨӄౚ੃຤ޣጕ΢ፓࢗȩว౜ǴᏃᆅቶ֋൞ᡏϷٰྍόᘐӦᘉ஭

ۯ৖Ǵӄౚ੃຤ޣനߞҺޑቶ֋׎ԄᗋࢂȨځд੃຤ޣޑα࿞ȩǶᆶ໺಍α࿞࣬՟Ǵ

ࣴزࡰрႝηα࿞ёૈКౢࠔՉᎍΓ঩ӧᆛઠ΢܌ബ೷ޑၗૻᏱԖ׳ଯޑёߞࡋǵ

׳ຠ߈੃຤ޣǴ٠ᆶ੃຤ޣ׳уޑ࣬ᜢǶႝηα࿞ྎ೯೏੃຤ޣᇡࣁࢂॶளߞᒘ ޑၗૻٰྍǴႝηα࿞Ψૈ୼ቚம੃຤ޣ۸၈ࡋǶҗЎ᝘ளޕǴα࿞໺ኞς೏᛾

ჴёቹៜҺՖᖼວ،฼ǴၸѐޑᏢޣࡰрǴα࿞໺ኞჹܭ୍ܺ཰ޑቹៜ׳ࣁܴᡉǴ Ъα࿞௢ᙚՉࣁӧ୍ܺౢ཰ύς೏᛾ჴ཮ჹ੃຤ޣޑᖼວ،฼ౢғᡉ๱ޑቹៜǴ ځύ೭٤α࿞ޑϣ৒ᗦ֖ޑ੝܄ॶளѐ௖૸ǶӢԜҁࣴزᒧۓ୍ܺౢ཰ύޑᓓ໯

཰բࣁٯηǴճҔ᎙᠐௢ᙚᓓ᡺ޑᆛઠ᠐ޣࣁࣴزჹຝǴ೸ၸᢀჸᆶჴ᛾ǴΑှ

ӧႝηα࿞ޑϣ৒ύǴԖব٤੝܄཮ቹៜα࿞ਏ݀ǴԶӧௗԏޣҁيޑ੝܄Бय़Ǵ

ࢂցΨ཮υᘋԜਏ݀Ǵќ΋Бय़Ǵӆ຾΋؁௖૸ႝηα࿞ਏ݀ჹ੃຤ޣᖼວཀӛ аϷᙯ஌ཀᜫޑቹៜǶ

ҁࣴزаѠεץ፮፮ჴ཰֝ύᆶऍ१࣬ᜢޑ࣮݈᠐ޣ଺ࣁวܫୢڔჹຝǴӣ ԏԖਏୢڔӅ395ҽǶჴ᛾่݀ว౜ቹៜႝηα࿞ਏ݀ޑȨૻ৲ϣ৒ȩӢનࣁǺϣ

৒ၗૻ܄ǵຑሽϩଛࠠᄊǵα࿞Бӛᆶ௃ᆣϯำࡋᆶၗૻᙦ൤ࡋǴќѦӧௗԏޣ ҁي੝܄྽ύǴவ౲໼ӛ཮ჹႝηα࿞ਏ݀ౢғ҅ӛቹៜǴӧ஑཰ำࡋБय़Ǵ߾

ᆶଷ೛ႣෳϐБӛ࣬ϸǴΨࢂ཮ჹႝηα࿞཮Ԗ҅ӛޑቹៜǴԶႝηα࿞ਏ݀ჹ ᖼວཀӛаϷα࿞ᙯ஌ཀᜫࣣԖ҅ӛޑቹៜਏ݀Ƕ

ᜢᗖຒǺႝηα࿞ਏ݀ǵ҅ॄय़α࿞ǵவ౲Չࣁǵ຀ᔕޗဂǵᙯߞՉࣁ

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Abstract

According to AC Nelson’s report, though advertising media and sources are expanding rapidly, “the word-of-mouth (WOM) of other consumers “is still the most trustworthy information for consumers. Similar to traditional WOM, research points out that the electronic word-of-mouth (eWOM) may have higher credibility and more relevant to consumers than the information which marketers create on their own websites. The eWOM is not only a credible information source, but also facilitate to strengthen consumer's loyalty. Scholars have pointed out earlier the ineligible WOM effects on the service industry. Thus, this research is conducted based on the catering industry, and choose web surfers who employ online dining guide as a reference as the sample, aiming at clarifying the characteristics of information which give rise to the eWOM effect, and to determine whether the characteristics of the surfers interfere with this result, and whether the eWOM affect consumer’s purchase intention and their willingness to forward the information.

After the analysis with LISREL method, we found that: (1) the content informativeness, distribution of comments, the negative or positive opinion of comments, the emotional level of comments and the style of comments have positive interaction with WOM effects. (2) the message receiver’s conformity has positive interaction with WOM effects, and the message receiver’s profession has negative interaction with WOM effects. (3) the eWOM effect will positively affect the consumer’s buying intention and their willingness to forward the information.

Keywords: eWOM, positive and negative WOM, conformity, virtual community, email-forwarding

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Ҟᒵ

ύЎᄔा ... I मЎᄔा ... II Ҟᒵ ... III კҞᒵ ... V ߄Ҟᒵ ... VI

ಃ΋ക! ᆣፕ ... 1

ಃ΋࿯ ࣴزङඳᆶ୏ᐒ ... 1

ಃΒ࿯ ࣴزҞޑ ... 3

ಃΟ࿯ ࣴزࢬำ ... 4

ಃΒക Ў᝘௖૸ ... 5

ಃ΋࿯ ႝηα࿞ ... 5

ಃΒ࿯ ҅ॄय़α࿞Ϸٰྍёߞࡋ ... 13

ಃΟ࿯ வ౲Չࣁ ... 18

ಃѤ࿯ ૻ৲ௗԏޣ஑཰ࡋ ... 20

ಃϖ࿯ α࿞໺ኞ୏ᐒᆶᙯ஌Չࣁ ... 22

ಃΟക ࣴزኳࠠ ... 25

ಃ΋࿯ ࣴزࢎᄬ ... 25

ಃΒ࿯ ࣴزଷᇥ ... 26

ಃΟ࿯ ࣴزᡂኧᆶୢڔ೛ी ... 32

ಃѤ࿯ ࣴزჹຝᆶ಍ीϩ݋Бݤ ... 39

ಃѤക ၗ਑ϩ݋ᆶࣴز่݀ ... 40

ಃ΋࿯ ኬҁ่ᄬϩ݋ ... 40

ಃΒ࿯ ᑽໆኳԄϩ݋ ... 42

ಃΟ࿯ ኳࠠ፾ଛࡋϩ݋ ... 50

ಃѤ࿯ ่ᄬБำኳԄϩ݋ ... 52

ಃϖ࿯ ଷᇥᔠۓ่݀௖૸ ... 57

ಃ΋࿯ ࣴزว౜ᆶ่ፕ ... 63

ಃΒ࿯ Չᎍཀ఼ ... 67

ಃΟ࿯ ࣴزज़ڋ ... 69

ಃѤ࿯ ҂ٰࣴزБӛ ... 70

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ୖԵЎ᝘ ... 71 ߕᒵ ࣴزୢڔ ... 79

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კҞᒵ

კ1-3-1 ࣴزࢬำკ………4 კ3-1-1 ࣴزࢎᄬ………..31 კ 4-4-1 ଷᇥᔠۓ่݀……….56

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߄Ҟᒵ

߄2-1-1 α࿞ۓက༊᏾……….…6

߄2-2-1 ҅ॄय़α࿞࣬ᜢЎ᝘᏾౛߄.. ………...….15

߄ 3-3-1 ࣴزᡂኧཷۺ܄ۓက…..………....…32

߄ 3-3-2 ٰྍёߞࡋᑽໆୢ໨…..………34

߄ 3-3-3 ϣ৒ၗૻ܄ᑽໆୢ໨…..………34

߄ 3-3-4 ຑፕኧໆᑽໆୢ໨…..……….………...……35

߄3-3-5 ຑፕϩଛᑽໆୢ໨…..……….………35

߄ 3-3-6 α࿞Бӛᆶ௃ᆣϯำࡋᑽໆୢ໨…..……….…...………35

߄ 3-3-7 ၗૻᙦ൤ࡋᑽໆୢ໨…..………....…………36

߄ 3-3-8 வ౲໼ӛᑽໆୢ໨…..………36

߄3-3-9 ௗԏޣ஑཰ࡋᑽໆୢ໨…..……….………37

߄ 3-3-10 ႝηα࿞ਏ݀ᑽໆୢ໨…..……….….………37

߄ 3-3-11 ᖼວཀӛᑽໆୢ໨…..……….….………37

߄ 3-3-12 ᙯ஌ཀᜫᑽໆୢ໨…..……….….………38

߄ 3-3-12 ୷ҁၗ਑ୢ໨…..……….…….………38

߄ 4-1-1 ڙෳޣϐኬҁ่ᄬ…..……….…..………….41

߄ 4-2-1 ٰྍёߞࡋӢનᑔᒧ…..……….….…...…...42

߄ 4-2-2 ϣ৒ၗૻ܄Ӣનᑔᒧ…..……….….…...…...43

߄ 4-2-3 ຑፕኧໆӢનᑔᒧ…..……….….……...43

߄ 4-2-4 ຑፕϩଛӢનᑔᒧ…..……….….……...43

߄ 4-2-5 α࿞Бӛᆶ௃ᆣϯำࡋӢનᑔᒧ…..…..………..44

߄ 4-2-6 ၗૻᙦ൤ࡋӢનᑔᒧ…..………...……...44

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߄ 4-2-7 ௗԏޣவ౲໼ӛӢનᑔᒧ…..………...………….45

߄ 4-2-8 ௗԏޣ஑཰ࡋӢનᑔᒧ…..………..…….……….45

߄ 4-2-9 ႝηα࿞ਏ݀Ӣનᑔᒧ…..………..………..45

߄ 4-2-10 ᖼວཀӛӢનᑔᒧ…..………..………46

߄ 4-2-11 α࿞ᙯ஌ཀᜫӢનᑔᒧ…..………46

߄ 4-2-12 অ҅ࡕϐෳໆᡂ໨…..………...………...47

߄ 4-2-13 ߞࡋϩ݋่݀…..………...49

߄ 4-3-1 ፾ଛࡋࡰ኱่݀…..………...51

߄ 4-4-1 LISREL ኳࠠᡂኧ…..………...52

߄ 4-4-2 Lambda X ϐ՗ीॶᆶځ࣬ჹᔈޑ T ॶ…..………....53

߄ 4-4-2 Lambda Y ϐ՗ीॶᆶځ࣬ჹᔈޑ T ॶ…..………....54

߄ 4-4-3 ᆶ ޑ՗ीॶ…..………....54

߄ 4-4-4 ࣴزଷᇥᔠۓ่݀…..………55

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ಃ΋ക! ᆣፕ

ಃ΋࿯ ࣴزङඳᆶ୏ᐒ

ਥᏵѭᅟහȨӄౚ੃຤ޣጕ΢ፓࢗȩว౜ǴᏃᆅቶ֋൞ᡏϷٰྍόᘐӦᘉ஭

ۯ৖Ǵӄౚ੃຤ޣനߞҺޑቶ֋׎ԄᗋࢂȨځд੃຤ޣޑα࿞ȩǶ வ୔ୱޑᢀᗺ

ٰ࣮ǴനߞҺȨ੃຤ޣޑࡌ᝼ȩޑ߻ΟӜ୯ৎϩձࣁǺ३ෝ(93ʘ)ǵѠ᡼(91%)ǵ ӑѭ(89ʘ)ǴӢԜα࿞໺ኞჹ٥ϼӦ୔ύεӭኧ୯ৎԶقЀځڀԖቹៜΚǶ ଯၲ

91ʘޑѠ᡼ጕ΢੃຤ޣ࣬ߞȨ੃຤ޣޑࡌ᝼ȩǴჹܭӚࠔจᆛઠϣ܈ࢂᆛၡፕᏝ

΢੃຤ޣว߄ޑཀـǴΨԖ 75%а΢ޑ੃຤ޣ߄ҢߞҺȐѭᅟහ൞ᡏཥޕǴ 2007ȑǴ ӢԜёـα࿞ӧӧѠ᡼੃຤ޣЈύޑख़ा܄ςຫٰຫଯǶ

౜ϞҗܭޗҬᖼނᆛઠǴౢࠔ೽ပ਱Ǵጕ΢ຑ᠘کຑፕޑ౰ՉǴ٬ள੃຤ޣ

ૈӧ࣬྽ᜢᗖޑౢࠔᎍ୧߃යǴᆶԋί΢࿤ӜکԾρӕ΋௠ޑΓǴҬඤౢࠔཀـ کᖼނЈளǶeMarketerၗుϩ݋ৣJeff GrauаϷȨConsumer Interactions: Social Shopping, Blogs and Reviewsȩޑբޣ೿ගډǺȨҗܭ೽ပ਱ǵᆛ϶ຑ᠘ǵکຑፕ΋

ޔаٰ൩ࢂႝη୘୍ύ࣬྽ख़ाޑ΋༧Ǵ೭ߦ٬ΑޗҬᖼނᆛઠܭၸѐٿԃِٰ

ೲᘺଆǴԋࣁᆛ϶ॺҬࢬౢࠔཀـک٬Ҕ࿶ᡍޑќ΋ᆅၰǶȩǴ೭٤౜ຝΨᡣ೚ӭ Ꮲޣ໒ۈࣴزԖᜢႝηα࿞ਏ݀ޑቹៜǴനԐࣴزα࿞ޑᏢޣࣁArndt(1967a)Ǵд ᇡࣁα࿞໺ኞ೏ࣁ΋໺ኞޣᆶௗԏޣ໔ޑαᓐྎ೯Ǵځύፋፕޑϣ৒Ьाࢂ૸ፕ Ԗᜢౢࠔǵࠔจ܈ࢂ୍ܺǴԶௗԏޣ٠όᇡࣁ໺ኞޣڀԖ୘཰ޑཀკǶ

җܭႝηα࿞ჹܭҾ཰ޑቹៜΚᒿ๱ᆛၡޑᑫଆԶຫٰຫεǴၸѐᏢޣεӭ

ࣴزα࿞໺ኞޑ੝܄ȐGelb & Sundaram, 2002ȑǵόӕౢࠔᜪձჹα࿞ਏ݀ޑቹៜ (Lau & Ng, 2001)ǴаϷα࿞ਏ݀ჹᖼວཀᜫޑቹៜ(Katz & Lazarsfeld, 1995; Engel, et al., 1969; Arndt, 1967a)฻Ǵჹܭ᏾ӝቹៜα࿞ਏ݀ޑα࿞ϣ৒ӢનၨϿ௖૸ǴӢ

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Ԝҁࣴز׆ఈૈ୼೸ၸᢀჸᆶჴ᛾Ǵٰ௖૸ቹៜႝηα࿞ਏ݀ޑӢનࣁՖǴаϷ

ႝηα࿞཮ჹ੃຤ޣᖼວکᙯߞཀᜫቹៜӭϿǶԶӧࣴزჹຝБय़Ǵऍ୯ӄ୯ᓓ ᓔཥᆪڬт(Nation’s Restaurant News)ύࡰрǴα࿞௢ᙚՉࣁӧ΋ԃૈࣁᓓ໯཰ౢ

ғΟሹΟί࿤ऍϡޑᔼ཰ԏΕ(Gregg, 2005)ǴԶݢγႥፓࢗϦљChadwich܌଺ޑጕ

΢ፓࢗࡰрǴ27%ޑऍ୯҇౲ӧᒧ᏷ᓓ᡺ਔǴ཮ୖԵܻ϶ǵᎃۚаϷᒃΓޑࡌ᝼Ǵ ѳ֡؂ԛऊ޸຤ϖΜऍϡǴԜѦǴ؂΋ίՏௗڙፓࢗޑ҇౲྽ύǴԖ47%ޑ҇౲߄ Ңӧ੃຤ၸࡕǴ཮໼ӛр౜α࿞௢ᙚՉࣁǴӢԜǴჹᓓ໯཰ԶقǴα࿞௢ᙚՉࣁ ஒёᡉ๱ቚуᓓ໯཰ϐᔼ཰ԏΕ(ᚑ⍌࣓Ǵ2006)ǴӢԜӧ౲ӭౢࠔᜪձύᒧۓ୍ܺ

཰ޑᓓ᡺଺ࣁࣴزǴځύճҔѠεץ፮፮ჴ཰֝(PTT)ύޑऍ१ހ(FOOD)฻࣮݈ύ ޑހ϶ٰ଺ࣁࣴزჹຝǴځд࣬ᜢࣴزҞޑஒӧΠ΋࿯଺຾΋؁ឍॊǶ

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ಃΒ࿯ ࣴزҞޑ

ਥᏵPower ReviesаϷThe e-Tailing Groupӧ2008ԃ܌଺ޑፓ่ࢗ݀ว౜Ǵεऊ Ԗΐԋޑᆛၡᖼނޣӧᖼວ୘ࠔ߻Ǵ཮Ӄᘤំځдᆛ϶܌ቪޑຑፕǶӕਔ೭ҽፓ

ࢗၗ਑ΨࡰрԖΎԋޑڙೖޣӧᖼວ߻཮ᘤំѤጇ܈а΢ޑ࣬ᜢຑፕǶӢԜႝη α࿞҅೴ᅌӦԋࣁ੃຤ޣᖼނࢬำύ࣬྽ख़ाЪόё۹ຎޑቹៜӢનǶ

ҁࣴز׆ఈૈ୼Αှӧႝηα࿞ޑϣ৒ύǴԖব٤੝܄཮ቹៜα࿞ਏ݀ǴԶ ӧௗԏޣҁيޑ੝܄Бय़ǴࢂցΨ཮υᘋԜਏ݀Ǵќ΋Бय़Ǵӆ຾΋؁௖૸ႝη α࿞ਏ݀ჹ੃຤ޣᖼວཀӛаϷᙯ஌ཀᜫޑቹៜǶҁࣴزޑࣴزҞޑࣁΠǺ

1. ௖૸ቹៜႝηα࿞ਏ݀ޑȨૻ৲ϣ৒ȩӢનࣁՖǴаϷځख़ा܄Ƕ 2. ௗԏޣҁي੝܄ჹႝηα࿞ਏ݀ޑቹៜǶ

3. ႝηα࿞ਏ݀ჹᖼວཀӛаϷα࿞ᙯ஌ཀᜫޑቹៜΚǶ

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ಃΟ࿯ ࣴزࢬำ

ҁࣴزஒӃ௖૸ၸѐϐЎ᝘ǴΑှၸѐࣴزჹܭ࣬ᜢ᝼ᚒޑۓကᆶឍॊǴௗ

Πٰӆ٩ԜࡌҥࣴزࢎᄬᆶଷᇥǴᒿࡕวթୢڔᇆ໣ၗ਑Ǵӆ࿶җၗ਑ϩ݋ࡕ௖

૸ଷᇥᔠۓޑ่݀ǴനࡕਥᏵᔠۓ่݀௶ॊࣴز่ፕǴࢬำӵკ1-3-1 ܌ҢǺ კ 1-3-1 ࣴزࢬำკ

ࣴزङඳᆶ୏ᐒ

Ў᝘௖૸

ዴҥࣴزࢎᄬᆶଷᇥ

ୢڔ೛ीᆶวթ

ၗ਑ϩ݋ᆶ᏾౛

ଷᇥᔠۓ่݀௖૸

่ፕᆶࡌ᝼

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ಃΒക Ў᝘௖૸

ҁࣴزЬाख़ᗺࢂӧ௖૸Ȩα࿞ϣ৒੝܄ȩ܌೷ԋޑႝηα࿞ਏ݀ǵόӕȨ੃

຤ޣ੝܄ȩӵՖቹៜႝηα࿞ਏ݀ǴаϷڙډႝηα࿞ቹៜޑ੃຤ޣᖼວکᙯߞ ՉࣁǴӢԜҁകஒӃឍॊȨႝηα࿞ȩаϷځ࣬ᜢޑȨٰྍёߞࡋȩکȨα࿞Б ӛȩޑᐕўۓကǴᒿࡕှញ੃຤ޣҁيޑȨவ౲ՉࣁȩǵȨௗԏޣ஑཰ࡋȩǴаϷന ࡕޑȨᙯߞՉࣁ੝܄ȩ၁ಒϣ৒ǴаճࢎᄬрࡕុޑࣴزБӛǶ

ಃ΋࿯ ႝηα࿞

΋ǵα࿞໺ኞ

α ࿞ (Word-of-Mouth, ᙁ ᆀ WOM) ܈ ᆀ ࣁ α ࿞ ໺ ኞ (word-of-mouth communicationǴᙁᆀWOMC)Ǵࢂࡰ៝࠼໔΋ᅿߚ҅Ԅޑྎ೯ᆅၰǶӧԐයα࿞໺

ኞ ೏ ۓ က ࣁ ΋ ໺ ኞ ޣ (communicator) ᆶ ௗ ԏ ޣ (receiver) ໔ ޑ α ᓐ ྎ ೯ (oral communication)ǴԶдॺፋፕޑϣ৒Ьाࢂ૸ፕԖᜢౢࠔǵࠔจ܈ࢂ୍ܺǴځύௗ

ԏޣ٠όᇡࣁ໺ኞޣڀԖ୘཰ޑཀკ(ArndtǴ1967a)ǶLeonard (1985)߾ᇡࣁα࿞ࢂ

΋ᅿӧ੃຤ޣᖼວ،฼ၸำύૈวචख़εਏ݀ޑΓሞቹៜၸำǶԶWestbrook (1987) ჹα࿞܌Πϐۓက߾ࢂ੃຤ޣӧ٬Ҕࢌ໨੝ۓౢࠔ܈୍ܺၸࡕǴஒځჹౢࠔ܈ܺ

୍ϐຑሽǴ೸ၸߚ҅Ԅᆅၰ໺ၲ๏ځд੃຤ޣޑՉࣁǶࡕុᏢޣBone (1995)߾ᇡ ࣁα࿞ࢂ΋ᅿΓᆶΓϐ໔ޑαᇟྎ೯ǴҬඤԾρ܈дΓ٬Ҕౢࠔޑ࿶ᡍǴЪᚈБ

ࣣߚՉᎍٰྍǶӧ୯ϣǴԢ܃։Ȑ2005ȑ߾ۓကα࿞ࣁ೸ၸӚᅿᆅၰхࡴαᓐ΢ǵ

ႝ၉аϷᆛၡǴϟܭௗԏޣᆶߚ୘཰ཀკȐ܈୘཰ཀკȑޑ໺ኞޣϐ໔Ǵ຾Չх

ࡴ܌Ԗགྷݤǵཷۺ܈ຑፕޑҬඤၸำǶ

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߄2-1-1 α࿞ۓက༼᏾

Ꮲޣ ԃж ۓက

Arndt 1967 ӧԐයα࿞໺ኞ೏ۓကࣁ΋໺ኞޣᆶௗԏޣ໔ޑαᓐ

ྎ೯Ǵځύፋፕޑϣ৒Ьाࢂ૸ፕԖᜢౢࠔǵࠔจ܈ࢂ

୍ܺǴԶௗԏޣ٠όᇡࣁ໺ኞޣڀԖ୘཰ޑཀკǶ Leonard 1985 α࿞ࢂ΋ᅿӧ੃຤ޣᖼວ،฼ၸำύૈวචख़εਏ݀

ޑΓሞቹៜၸำǶ

Westbrook 1987 ੃຤ޣӧ٬Ҕࢌ໨੝ۓౢࠔ܈ௗڙ୍ܺၸࡕǴஒځჹౢ

ࠔ܈୍ܺϐຑሽ೸ၸߚ҅Ԅᆅၰ໺ၲ๏ځд੃຤ޣޑ ՉࣁၸำǶ

Bristor 1990 ঁΓёа࿶җᆶޗ཮ᜢ߯ᆛ๎ϕ୏ǴٰᕇڗдΓޑ࿶

ᡍǶ

Bone 1995 α࿞ࢂ΋ᅿΓᆶΓϐ໔ޑαᇟྎ೯ǴҬඤჹԾρ܈дΓ

٬Ҕౢࠔޑ࿶ᡍǴЪୖᆶྎ೯ޑᚈБࣣߚՉᎍٰྍǶ Harrison-Walker 2001 ߚᔼճα࿞໺ኞޣᆶௗԏޣϐ໔ჹܭࢌࠔจǵౢࠔǵಔ

ᙃ܈୍ܺ܌຾Չޑߚ҅Ԅ܈ΓᆶΓϐ໔ޑྎ೯Ƕ Ԣ܃։ 2005 ೸ၸӚᅿᆅၰхࡴαᓐ΢ǵႝ၉ϷᆛၡǴϟܭௗԏޣᆶ

ߚ୘཰ཀკȐ܈୘཰ཀკȑޑ໺ኞޣϐ໔Ǵ຾Չхࡴ܌

Ԗགྷݤǵཷۺ܈ຑፕޑҬඤၸำǶ

ၗ਑ٰྍǺᚑ஀࣓(2006)ᆶҁࣴز᏾౛

Richins (1983)ᇡࣁǴѝԖӧ໺ኞޣᆶᇙ೷୘܈ࠔจؒԖᜢᖄޑ௃ݩΠǴ೭ኬ ޑࡌ᝼Չࣁωૈ೏ᆀ଺ࢂα࿞໺ኞǶਥᏵၸѐ೏ቹៜޣ(influencer)ޑ࿶ᡍǴα࿞໺

ኞޑϣ৒ёૈࢂ҅य़ޑ܈ࢂॄय़ޑǶќѦǴα࿞໺ኞёૈࢂڙډঁΓ࿶ᡍ܈ࢂس

಍܄(systematic)ޑቹៜǴ྽εӭኧޑΓ೿ᏱԖ࣬՟ޑ࿶ᡍਔ൩Ԗёૈ཮׎ԋεৎ೿

௢ᙚࢌౢࠔ܈ࠔจޑ௃׎Ƕ

(15)

ӧၸѐ΋໨ࣴزύǴKatz & Lazersfeld (1955)פрα࿞໺ኞࢂᖼວৎЊҔࠔа Ϸ१ࠔനख़ाޑቹៜٰྍǶα࿞ਏ݀ᡣ੃຤ޣᙯඤࠔจޑਏΚࢂѳதଞჹঁΓᎍ ୧Չࣁ(personal selling)܌ౢғрٰਏ݀ޑΎ७ǵൔરᆶᚇᇞޑѤ७ǵቶኞޑٿ७Ǵ ёـα࿞໺ኞ܌ౢғޑቹៜਏ݀КҺՖځд൞ᡏ܈ࢂᎍ୧БݤٰޑεǶќѦǴFisk (1993)Ψפрܻ϶ǵৎΓаϷᎃۚࢂჹྗഢৎύΟᓓޑΓനख़ाޑ१ނౢࠔૻ৲ٰ

ྍǶӕኬޑǴKing (1970)߾ගрঁΓޑቹៜΚࢂᡣΓௗڙཥࢬՉᖿ༈ϐനख़ाޑᡂ ኧǶᗨฅ೭൳ԃٰႝຎς࿶ԋࣁനЬाޑቶ֋Ϸߦᎍ൞ϟǴᏵ՗ीԖஒ߈80%Ѱѓ ޑᖼວ،฼ᗋࢂڙډΑα࿞໺ኞޑቹៜ(ڬۑᑉǴ2004)Ƕ

᏾ᡏԶقǴα࿞໺ኞڀԖаΠ੝܄ȐGelb & Sundaram, 2002ȑǺ

1. α࿞ٰԾΓॺமਗ਼ޑཀـǶ

2. α࿞ࢂٰԾ၌ୢޣόᇡ᛽ޑΓޑཀـ܈ၗૻǴ܌а೯தॄय़ޑૻ৲཮Кၨ৒

೏և౜Ƕ

3. α࿞ჹܭ൨؃ࡌ᝼ޑ٬ҔޣගٮᐒஏޑၗૻǶ 4. α࿞ගٮ஑ৎ܄ޑเᙟǶ

Βǵႝηα࿞

Herr et al. (1991)ගрႝηα࿞ࢂஒঁΓޑ٬Ҕ࿶ᡍӧᆛၡ΢໺ኞ๏дΓǶӧ ᆛၡጲࠁᑫଆϐ߻Ǵα࿞ޑٰྍ೯தࢂيᜐޑᒃΓ܈ࢂܻ϶Ǵ໺಍ޑα࿞ς࿶೏

᛾ܴࢂ੃຤ޣӧΠᖼວ،ۓਔനख़ाޑԵໆӢન(Richins & Root-Shaffer, 1988)ǴԶ

౜ϞǴᆛၡፓࢗ཰ޣ comScore ӧ 2009 ԃ 1 ДϦѲᆛၡ٬ҔޣຬၸΑ 10 ሹǴӧѠ

᡼ǴѠ᡼ᆛၡၗૻύЈ(TWNIC)ӧΐΜΖԃࡋѠ᡼ቨᓎᆛၡ٬ҔރݩፓࢗύǴϦ ѲΑӧѠ᡼Ԗ 1500 ࿤а΢ޑᆛၡ٬ҔޣǴҗԜёـᆛሞᆛၡӧ೭൳ԃޑِೲว৖Ƕ ೭ኬޑׯᡂ٬੃຤ޣёа೸ၸᆛ।ޑᘤំ୏բǴٰԏ໣ځд੃຤ޣ܌ගٮޑౢࠔ

ၗૻᆶ٬Ҕ࿶ᡍǴ٠፟ϒ੃຤ޣૈΚٰଞჹ੝ۓЬᚒ຾ՉԾي࿶ᡍǵཀـᆶ࣬ᜢ ޕ᛽ޑϩ٦Ǵ೭൩׎ԋ܌ᒏޑႝηα࿞Ȑelectronic word-of-mouthȑǴΞᆀࣁႝη

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α࿞Ȑonline word-of-mouthȑ܈Ⴕ࿞Ȑword-of-mouseȑȐGelb & Sundaram,2002ȑǶ Stauss (2000)ගрҾ཰ஒ཮Ӣࣁ੃຤ޣӧᆛၡ΢ว߄Αᜢܭ୘ࠔ੿ჴ࿶ᡍԶ ᎁڙ࠶ુ܈ޣࢂளډཥޑᐒ཮Ƕӧཷۺ΢ǴдᇥၰǴ྽Ȩ੃຤ޣӧᆛၡӛдΓൔ

֋Ԗᜢ੃຤ਔޑ࣬ᜢ௃ნȩ൩ࢂ׎ԋΑ Ȩ੃຤ޣӧᆛၡ΢ޑྎ೯ȩǴ٠Ъஒ೭ኬ ޑᆛၡՉࣁયΕӧα࿞ྎ೯(WOM communication)ޑཷۺϐΠǶԶஒдޑۓကаϷ

౛ፕуа᏾ӝϐࡕǴHennig-Thurau et al. (2004)ߡۓကрႝηα࿞ࢂҺՖወӧޑǵ

౜Ԗޑ܈ࢂ҂ٰޑ੃຤ޣ܌ගрჹౢࠔ܈ࢂҾ཰҅य़܈ॄय़ޑຑፕǴԶ೭٤ຑፕ

ૈ୼೸ၸᆛၡ໺ኞ๏׳ӭޑΓǶ

Զᒿ๱ᆛሞᆛၡޑِೲว৖Ǵ໺಍य़ჹय़αԸ࣬໺ޑࠠԄ໒ۈԖ܌ׯᡂǴ੃

຤ޣ໺ኞႝηα࿞ޑБԄΜϩӭϡǴҞ߻൩хࡴΑႝηແҹ(e-mail)ǵጕ΢ፕᏝ (online forms)ǵ٬Ҕޣဂಔ(user groups)ǵΕαᆛઠ૸ፕ୔(industry portal discussion areas)ǵႝηແҹӜൂ(e-mail list)ǵႝηթ֋ឯ(BBS)ǵཥᆪဂಔ(news group)܈ࢂ

຀ᔕޗဂ(virtual community)฻(Hanson, 2000)ǴځύаᆛઠࣁЬޑཀـѳѠࢂගٮ

ႝηα࿞ϩ٦ޑനεٰྍǴٯӵऍ୯ޑ epinions.comǵconsumerreview.comǵ rateritall.com฻(Hanson, 2000)ǴӧѠ᡼Ǵ߾ࢂԖѠεץ፮፮ჴ཰֝(telnet://ptt.cc)ǵ Fashion Guide ૸ ፕ ୔ (www.fashionguide.com.tw) ǵ Mobile01 ፕ Ꮭ (www.mobile01.com)฻Ǵ೭٤ӦБᡣ੃຤ޣૈ୼ཛྷ൨᎙᠐дΓޑᖼނ࿶ᡍǴаϷӵ ᒃيᡏᡍ૓ޑౢࠔϩ٦ϣ৒(Hennig-Thurau et al., 2004)Ƕᗨฅჴᡏα࿞ӧ٬Ҕαᇟ

΢ޑ߄ၲၨڀԖҥջޑቹៜΚǴՠᆛၡα࿞Ўӷ௶ॊࠅԖόܰ੃ೳаϷߥӸၨΦ ޑᓬ༈Ǵᡣૻ৲ௗԏޣؒԖҺՖਔ໔ၟޜ໔΢ޑज़ڋǴ൩ёаԾҗ᠐ڗሡाޑၗ

ૻǴΨҗܭᆛၡޑ੝܄Ǵ྽όᅈཀޑ੃຤ޣӧᆛၡ΢ණѲᜢܭౢࠔޑॄय़α࿞ࡕǴ όѝࢂيᜐޑᒃܻӳ϶ǴҺՖёа٬ҔᆛၡޑΓ೿ёа࣮ډ೭߾੃৲ (Herr et al., 1991ǹBickart & Schindler, 2001)Ƕ

໺಍΢Ǵගٮ੃຤ޣຑ՗ޑၗૻٰྍхࡴԖၸѐޑ࿶ᡍǵα࿞ǵߦᎍྎ೯ǵ ࠔจǵࣴزᐒᄬ܈੃຤ޣიᡏޑࡌ᝼ǹฅԶǴӧᆛሞᆛၡ΢Ǵၗૻޑڗளஒ׳ࣁ

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৒ܰǴၸѐୖԵޑཀـЬाٰԾܭᒃܻӳ϶Ǵՠࢂӧᆛሞᆛၡ΢Ǵ຀ᔕޗဂ΢ޑ

૸ፕϣ৒೿ࢂୖԵޑၗૻٰྍ(ᐽ׆᜻Ǵ2005)ǴԶӧ຀ᔕޗဂύჹܭౢࠔϷ୍ܺޑ

૸ፕǴ҅ࢂᆛၡα࿞ǶਥᏵऍ୯੃຤ޣ୷ߎ཮(US Office of Consumer Affairs)ፓࢗ

ࡰрǴѳ֡ԶقǴ΋Տόᅈཀޑ੃຤ޣ೏Ⴃය཮ஒѬόᅈཀޑ੃຤࿶ᡍ֋ນځд ΐՏܻ϶ǴԶ΋Տᅈཀޑ੃຤ޣ཮ஒдᅈཀޑ੃຤࿶ᡍණኞ๏ځдϖՏܻ϶Ƕ

Զᆛሞᆛၡբࣁ΋α࿞໺ኞޑཥ൞ϟǴڀԖаΠ੝܄ȐGelb & Sundaram, 2002ǹ ယᝬϘǴ2008ȑǺ

1. ϕ୏ᆶߚጕ܄Ǻྎ೯ύޑ؂΋ঁΓࡽࢂ໺ኞޣΨࢂڙኞޣǴёа΋ჹ΋ǵ΋ჹ ӭ܈ӭჹ΋ǴࣗԿࢂӭჹӭޑϕ୏Ƕ

2. ߡճ܄Ǻё೸ၸཛྷ൨фૈǴᇸԶܰᖐޑڗள܌ሡޑ࣬ᜢၗૻǶЪᆛሞᆛၡ΢܌

໺ኞޑૻ৲Ǵё೸ၸኧՏၗ਑ޑᓯӸǴӢԜёӧ٣ࡕᘏڗǶ

3. όڙਔޜज़ڋǺคፕӧՖਔՖӦ೿ёа೸ၸᆛሞᆛၡֹԋၗૻޑ໺ሀ܈ཛྷ൨Ƕ 4. ୓Ӝ܄Ǻӧό໪៝ϷҺՖճ্ޑ௃ݩΠǴၗૻ໺ሀޣߚதᜫཀගٮ੿ჴޑཀـǴ

ᆶϩ٦ಃ΋Ћ࿶ᡍǴคፕࢂ҅य़܈ॄय़ຑፕǶ

ᆶ໺಍α࿞࣬՟Ǵࣴزࡰрႝηα࿞ёૈКౢࠔՉᎍΓ঩ӧᆛઠ΢܌ബ೷ޑ

ၗૻᏱԖ׳ଯޑёߞࡋǵ׳ຠ߈੃຤ޣǴ٠ᆶ੃຤ޣ׳уޑ࣬ᜢ (Bickart &

Schinder, 2001)ǶၸѐޑࣴزޣගрǴ೸ၸ଺рႝηα࿞ޑՉࣁǴ੃຤ޣૈ୼ளډ ޗ཮аϷ࿶ᔮޑሽॶ (Bronnenberg & Mahajan, 2001)ǴӢԜ੃຤ޣ٬Ҕ܈ࢂᇆ໣ႝ

ηα࿞܈೚ࢂԖό΋ኬޑ୏ᐒ(Hennig-Thurau et al., 2004)ǶԜѦǴႝηα࿞ྎ೯೏

੃຤ޣᇡࣁࢂॶளߞᒘޑၗૻٰྍǴႝηα࿞Ψૈ୼ቚம੃຤ޣ۸၈ࡋǶ ੮లޱ (2003)ஒ໺಍α࿞ᆶႝηα࿞ޑৡ౦᏾౛ӵΠǺ

1. ႝηα࿞ၨ໺಍α࿞ڀԖၨଯޑᇥܺਏ݀Ƕ

2. ᆛሞᆛၡၨૈЇว੃຤ޣЬ୏ཛྷ൨ǵᑔᒧϷ໺ኞၗૻޑཀᜫǶ

3. ྎ೯௃ნޑৡ౦Ǻ໺಍α࿞ࢂय़ჹय़ޑ໺ኞǴԶႝηα࿞ࢂӧ຀ᔕШࣚคᇻ

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ѷۛޑණթǶ

வႝηα࿞ύǴቷ୘ёа೸ၸፕᏝΑှᝡݾރݩǵ੃຤ޣჹౢࠔޑሡ؃Ǵ׳

ё٩Ԝुۓᝡݾ฼ౣǴаϷᏢಞӵՖؼӳӣᔈ੃຤ޣޑයࡑ(࢒๭๭Ǵ2007)ǶԶႝ

ηα࿞ޑӳೀǴ൩ࢂ೭٤Ԗᜢౢࠔ܈୍ܺޑૻ৲ǴࣣϦ໒ӧᆛၡ΢ٮΓࢗ၌Ǵ൩ ᆉၸΑࢬՉය໔ǴΨό཮Ӣࣁਔ໔ၸΦԶ੃ѨǴჹܭЬ୏ཛྷ൨ౢࠔၗૻޑ੃຤ޣ ԶقࢂКၨБߡڗளޑ(׵ЎզǴ2003)Ƕ

Οǵα࿞ჹᖼວ،฼ޑቹៜΚ

ӧၸѐޑࣴز྽ύǴ೚ӭᏢޣς᛾ܴΑα࿞ჹܭ੃຤ޣᖼວ،฼ڀԖᡉ๱ޑ ቹៜΚ(Katz & Lazarfeld, 1995; Engel et al., 1969; Arndt, 1967a)ǴЪ੃຤ޣӧᖼວ،

฼΢Кၨ٩ᒘΓᆶΓǵय़ჹय़ޑྎ೯ǴԶߚಔᙃޑՉᎍҾฝϣ৒(Schiffman &

Kanuk, 1987)Ƕ΋૓ޑՉᎍᢀۺᇡࣁǺȨϦљтฦᆒऍޑቶ֋Ǵ੃຤ޣ೏ቶ֋܌֎

Їϐࡕω཮ѐᖼວ୘ࠔǶȩՠਥᏵፓ่ࢗ݀ᡉҢǴ੃຤ޣӧᖼວ୘ࠔ܈୍ܺਔǴ

ࡽόࢂவቶ֋ǴΨόࢂவ࿶ᎍ୘Ǵ׳όࢂவᚇᇞǴԶࢂவي਒ޑӕ٣Ϸܻ϶ᕇள

࣬ᜢౢࠔ܈୍ܺޑၗૻ(ᚑ⍌࣓Ǵ2006)Ƕ

Ԗ೚ӭޑౢࠔ܈ࢂ୍ܺǴ೿Ѹ໪ा࿶ၸ٬Ҕωૈ୼ޕၰࠔ፦܈ࢂਏ݀ૈόૈ

୼ၲډ੃຤ޣޑा؃ǴࣁΑफ़եόዴۓ܄аϷ॥ᓀǴ੃຤ޣ۳۳ӧ੃຤ϐ߻཮Ӄ ӧᆛሞᆛၡ΢ཛྷ൨Ԗᜢౢࠔޑၗૻ(Peterson & Merino, 2003)Ƕ

Gilly (1998)ࡰрߚ୘཰ޑၗૻǴΓሞٰྍޑૻ৲཮ቹៜ੃຤ޣ،฼ǴӢԜα

࿞ԋࣁ੃຤ޣຑ՗ᖼວ،ۓਔख़ाޑୖԵ٩Ᏽǹႝηα࿞ჹܭ׎ԋ᏾ঁϦљ܌ග ٮޑሽॶ(Overall Value of the Firm’s Offering)Ԗ҅ӛޑቹៜǴԶϦљගٮޑሽॶࢂ

ᡣ੃຤ޣᝩុᖼວౢࠔനख़ाޑӢનϐ΋(Gruen et al., 2005)Ƕ

α࿞ਏ݀ࢂቹៜ੃຤ޣՉࣁ߄౜ޑ០୏ΚǴΨࢂޗ཮่ᄬૻ৲ࢬ୏ޑख़ाӢ ન(Godes & Mayzlin, 2004)Ƕӧα࿞Ԅޑቶ֋ӵՖၮբޑࣴزύǴࡰрԖ80%ޑ੃

຤ޣӧᖼວౢࠔਔǴ཮໼᠋ܻ϶܈ࢂ஑ৎޑࡌ᝼(Dichter, 1966)ǴԶၸѐࣴزࡰрǴ

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ӧࢌ٤੝ਸ௃ݩΠǴα࿞ޑቹៜΚ཮ཇமǴٯӵǺ

1. ᒧ᏷ғࢲВҔࠔ܈१ނ(Katz & Lazarsfeld, 1995) 2. Уᙴບ܌(Silk, 1966)܈ϣࣽᙴғ(Coleman et al., 1957)

3. ᒧᖐ׫౻аϷჹܭബཥౢࠔ(Sheth, 1999)܈ബཥ୍ܺޑௗڙᆶց(Mangold et al, 1999)Ǵ೿཮ڙډα࿞ޑቹៜ(Lau and Ng, 2001)Ƕ

Day (1971)ҭࡰрǴচҁ੃຤ޣЈύܤ࡭ޑࢂύ܄ࣗԿࢂॄय़໼ӛޑᄊࡋਔǴ

཮Ӣࣁα࿞ޑቹៜԶᙯඤࣁ҅य़ᄊࡋǴځቹៜΚࣗԿࢂቶ֋ޑΐ७ϐӭǶᒿ๱੃

຤ޣϕ୏׎Ԅӧᆛၡ΢ᑫଆǴຫٰຫӭޑ੃຤ޣ཮୷ܭႝηα࿞ޑϣ৒ٰڋۓᖼ ວ،฼ǴԶа۳ቷ୘ޑቶ֋ቹៜΚ߾ӧ೴ᅌΠफ़Ǵႝηα࿞ςฅԋࣁ੃຤ޣᖼວ

،฼ύख़ाޑ΋ᕉǴΨ٬ளቷ୘໒ۈݙख़ᅈى੃຤ޣޑӚᅿයఈ(Rezabakhsh et al., 2006)Ƕ

Ѥǵα࿞ਏ݀ӧᓓ໯཰΢ޑᔈҔ

ᓓ᡺ǴচۈۓကࣁȨගٮёазΓࡠൺϡ਻ᓓ१ޑ൑܌ȩ(ᑵҏॳǴ1999)Ǵ୯ ϣ࿶ᔮљ൩ӷय़΢ϐཀကஒᓓ᡺ۓကࣁȨࡠൺϡ਻Ǵ๏ϒᔼᎦ१ނᆶҶ৲ϐ൑܌ȩǴ ൩ჴ፦ཀကԶقǴஒᓓ᡺ۓကࣁȨа೛ৢࡑ࠼Ǵගٮᓓ໯೛ഢǵ୍ܺǵ਻ݗǵа ᖺڗӝ౛ճዎޑ΋ᅿ୍ܺ܄Ҿ཰ȩǶҞ߻ӧѠ᡼Ǵ٩ᓓᗺϣ৒ஒᓓ᡺ᜪࠠ୔ϩԋ ύԄᓓ᡺ǵՋԄᓓ᡺ǵВԄᓓ᡺ǵೲ१ᓓ᡺ǵڜଢ଼ᙁᓓᆶ଼நᓓ᡺ΎঁᜪࠠǶ

α࿞໺ኞς೏᛾ჴёቹៜҺՖᖼວ،฼ǴၸѐޑᏢޣࡰрǴα࿞໺ኞჹܭܺ

୍཰ޑቹៜ׳ࣁܴᡉ(Ettenson & Turner, 1997)ǴЪα࿞௢ᙚՉࣁӧ୍ܺౢ཰ύς೏

᛾ჴ཮ჹ੃຤ޣޑᖼວ،฼ౢғᡉ๱ޑቹៜ(File et al., 1992; Gremler et al., 1994;

Murray, 1991; Zeithaml, 1981)Ƕ

ऍ୯ӄ୯ᓓᓔཥᆪڬт(Nation’s Restaurant News)ύࡰрǴα࿞௢ᙚՉࣁӧ΋

ԃૈࣁᓓ໯཰ౢғΟሹΟί࿤ऍϡޑᔼ཰ԏΕ(Gregg, 2005)ǴԶݢγႥፓࢗϦљ Chadwich܌଺ޑጕ΢ፓࢗࡰрǴ27%ޑऍ୯҇౲ӧᒧ᏷ᓓ᡺ਔǴ཮ୖԵܻ϶ǵᎃۚ

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аϷᒃΓޑࡌ᝼Ǵѳ֡؂ԛऊ޸຤ϖΜऍϡǴԜѦǴ؂΋ίՏௗڙፓࢗޑ҇౲྽

ύǴԖ47%ޑ҇౲߄Ңӧ੃຤ၸࡕǴ཮໼ӛр౜α࿞௢ᙚՉࣁǴӢԜǴჹᓓ໯཰Զ قǴα࿞௢ᙚՉࣁஒёᡉ๱ቚуᓓ໯཰ϐᔼ཰ԏΕ(ᚑ⍌࣓Ǵ2006)Ƕ

໳ྷ๭ (2003)ӧځࣴزȨύՋԄೱᙹᓓ᡺ᕉნឦ܄ჹ੃຤ޣϐቹៜȩύǴଞ ჹεѠчӦ୔Ϧǵدҥ฻Ύ܌εᏢǴճҔӢનϩ݋ǵၡ৩ϩ݋аϷ଑ᘜϩ݋Бݤ

຾Չၗ਑ϩ݋Ǵࣴز่݀ว౜ύǵՋԄೱᙹᓓ᡺ϣ೏ᕉნឦ܄ჹځ੃຤ޣޑᅈཀ ࡋǴӆඁ៝Չࣁǵα࿞௢ᙚՉࣁᆶୃӳڀቹៜΚǶ

੃຤ޣᇡࣁᆛၡቶ֋Ϸ΋૓ᓓ᡺ᆛ।ගٮૻ৲όىǴߞᒘࡋόଯǴ܌аԖᜢ ᆛၡޗ཮ᜢ߯ၗૻٰྍǴӵ೽ပ਱ǵ૸ፕ୔฻Ǵࢂၗૻᇆ໣ޣޑനངǴӢԜᓓ໯

཰ᔈமϯᆶ៝࠼܈ཛྷ൨ޣޑ୍ܺᆶྎ೯аࡌҥؼӳޑα࿞ǶԜѦҗܭᆛၡ٬Ҕޑ ߡճ܄Ϸၗૻޑᙦ൤܄٬੃຤ޣૈ୼࿯࣪ਔ໔ǵߎᒲޑԋҁǴᗋԖдΓޑα࿞ૻ

৲ૈ୼྽բୖԵǴӢԜӭኧ੃຤ޣᙖҗᆛၡ຾Չᓓ᡺ၗૻཛྷ൨ࡕǴ߄Ң཮ᜫཀӆ ᙖҗᆛၡᆅၰ຾Չᓓ᡺ၗૻޑཛྷ൨Ǵ΋૓Զق੃຤ޣჹܭ೭ኬޑཛྷ൨БԄᅈཀࡋ ଯ(ᎄඵᇬǴ2007)Ƕ

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ಃΒ࿯ ҅ॄय़α࿞Ϸٰྍёߞࡋ

΋ǵ҅ॄय़α࿞

α࿞ёϩࣁ҅य़(favorable/positive)α࿞ᆶॄय़(unfavorable/negative)α࿞ǴHerr et al (1991)ۓက҅य़α࿞ࣁȨ੃຤ޣჹܭ၀ࠔจޑᄊࡋࣁ໼ӛᜅӕਔǴჹܭԜౢࠔ

཮ౢғޑ҅य़ຑሽȩǶԶϐࡕ Sundaram et al. (1998)ࣴز੃຤ޣ໺ኞ҅य़α࿞ޑ໺ኞ

୏ ᐒ ϩ ձ ࣁ Ǻ ճ д Չ ࣁ (altruism) ǵ ౢ ࠔ ੋ Ε (product involvement)ǵ Ծ ך ம ϯ (self-enhancement)аϷᔅշҾ཰(helping the company)Ƕ҅य़α࿞໺ኞԐςቶݱ೏ᇡ ࣁࢂߦᎍϦљౢࠔϷ୍ܺޑԖਏπڀǴ࣬ჹܭϦљჹ੃຤ޣޑޔௗߦᎍՉࣁǴα

࿞߾όڀԖ୘཰ϯޑ੝܄Ǵ܌аΨ൩КၨϿ೏Γ፦ᅪځ੿ჴ܄(Herr et al., 1991)Ƕ Կܭॄय़α࿞ޑวғ೯தࢂٰԾܭ៝࠼੃຤ၸࡕޑόᅈཀǴ٠Ъ֋ນдΓ၀

ౢࠔ܈୍ܺޑόඍז੃຤࿶ᡍ܈ܤ࡜(Singh, 1990)Ƕ྽੃຤ޣჹౢࠔόᅈཀǴЪᇡ ࣁܤ࡜ࢂคਏޑਔংǴ൩཮໼ӛ໺ኞॄय़α࿞(Lau & Ng, 2001)Ƕ੃຤ޣคፕࢂӧ

ౢࠔᄊࡋޑ׎ԋ܈ࢂ຾Չ،฼ޑຑ՗ਔǴॄय़α࿞ޑቹៜΚ೯தࢂεܭ҅य़α࿞

ޑ(Arndt, 1967)ǶԶ྽ౢࠔ܈୍ܺวғࡐᝄख़܈ёᘜӢܭѦ೽ӢનޑѨᇤǴаϷ྽

όᅈཀޑ៝࠼ڀԖၨࢲ៌ޑޗҬࢲ୏ΚਔǴ߾׳ёૈ཮วғԜᅿ௃׎Ƕॄय़ޑα

࿞ёаගٮ៝࠼΋ঁញܫᆙ஭௃ᆣޑᆅၰǵ೸ၸນᇥό৹ޑᎁၶаѳൺЈ௃ǵख़ ཥӧ΋ঁзΓඊࡗޑ௃ნύڗளԾЬ៾ǵ٠Ъ໺ၲځࢂ΋ՏڀԖଯ኱ྗϐΓޑૻ

৲ϒдΓȐNyer, 1999ȑǴ΢ॊޑӢનࣣࢂߦ٬៝࠼ჹдΓ໺ၲॄय़α࿞ޑ୏ᐒǴ Ψཀᒏ๱ॄय़α࿞ᆶᅈཀ໔ࢂԋॄӛ࣬ᜢޑǶSundaram et al. (1998)ࣴز੃຤ޣ໺

ኞॄय़ޑ໺ኞ୏ᐒϩձࣁճдՉࣁ(altruism)ǵफ़եขቾ(anxiety reduction)ǵൔൺ (vengeance)ǵቻ؃ࡌ᝼(advice seeking)ǶਥᏵऍ୯੃຤ޣ୷ߎ཮(US Office of Consumer Affairs)ፓࢗࡰрǴѳ֡Զق΋Տόᅈཀޑ੃຤ޣ೏Ⴃය཮ஒѬόᅈཀޑ

੃຤࿶ᡍ֋ນځдΐՏܻ϶ǴԶ΋Տᅈཀޑ੃຤ޣ཮ஒдᅈཀޑ੃຤࿶ᡍණኞ๏

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ځдϖՏܻ϶Ƕ

Anderson (1998)ᇡࣁǴ҅ॄय़α࿞ޑ໺ኞև౜΋ U ࠠϩଛǴߚதᅈཀکߚத όᅈཀޑ੃຤ޣࢂനதϩ٦α࿞ၗૻޑǶԶ۸၈ࡋຫଯޑ੃຤ޣǴ཮ຫ኷ܭϩ٦ α࿞ǴѬॺᇡࣁ೭ࢂ߄౜۸၈ࡋޑ΋ᅿБԄ(Bowman & Narayandas, 2001)Ƕ੃຤ޣ

ࢂց཮Ь୏ණኞ҅य़α࿞Ǵᜢᗖӧܭ୍ܺගٮޣᆶ੃຤ޣ໔ࢂցᏱԖΓሞ໔ޑȨߞ ҺȩǴ੃຤ޣ཮Ӣ୍ܺගٮޣڀഢ҅ޔޑ੝፦ԶჹځౢғȨߞҺȩ(Morgan & Hunt, 1994)Ƕ҅य़ޑα࿞ϩ٦ς࿶ԋࣁቷ୘ߦᎍ୘ࠔک୍ܺޑճᏔ(Gremler et al., 2001)Ƕ

аΠࣁ҅ॄय़α࿞࣬ᜢЎ᝘᏾౛߄Ǻ

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߄2-2-1 ҅ॄय़α࿞࣬ᜢЎ᝘᏾౛߄

բޣ ԃж ࣴز่݀ ౜ຝှញ

Arndt 1967 54%ޑ੃຤ޣ཮Ӣࣁ᠋ډ҅

य़α࿞Զᖼວ၀ౢࠔǹࠅԖ 82%ޑ੃຤ޣ཮Ӣࣁॄय़α

࿞ԶؒԖᖼວ၀ౢࠔ

ค

Wright 1974 ،฼ਔ໔ຫอǴ،฼ޣ཮ᖿܭ ߥӺǴ٠ᙁϯ،฼ၸำǴᏤठ

ॄय़α࿞ቹៜΚၨε

а،฼ਔ໔ᆙॐ܄ှញǺ྽

،฼ਔ໔ຫᆙॐǴॄय़α࿞

ቹៜΚຫε Wyer 1974 ॄय़α࿞ჹௗԏޣޑቹៜΚ

К҅य़α࿞ቹៜε

аኳጋ܄Ϸόዴۓ܄ှ

ញǺॄय़α࿞К҅य़α࿞׳

ڀᡏǴᏤठα࿞ቹៜΚၨε Mizerski 1982 ҅ॄα࿞ᇥܺਏ݀ڀԖόჹ

ᆀ܄Ǵॄय़α࿞ޑ៾ख़εܭ҅

य़α࿞

аᘜӢ౛ፕ(Attribution theory)ှញǴα࿞ௗԏޣຫ

ૈᘜگচӢޑα࿞Ǵჹځղ ᘐޑ៾ख़ຫεǴԶௗԏޣ೯ தКၨ৒ܰᘜگॄय़α࿞

วғচӢࣁՖ Herr et al. 1991 ڙೖޣჹًؓࠔจޑӑຝڙ

ॄय़α࿞ޑቹៜК҅य़α࿞

ε

аёϷ܄-ёບᘐ܄ኳࠠ

( Accessibility-Diagnosticity model)ှញǴॄय़α࿞К҅

य़α࿞׳ڀບᘐ܄Ǵௗԏޣ

ၨܰղᘐࢂց࣬ߞ၀α࿞

ϣ৒

Folkes &

Patrick

2003 ଞჹ୍ܺ཰ޑ҅य़α࿞ၨܰ

ᡣڙೖޣჹ၀Ҿ཰ౢғ҅य़ ޑᇡޕǹԶॄय़α࿞߾ჹڙೖ

ޣޑᇡޕؒԖቹៜ

ճҔ Subtyped ౛ፕှ

ញǴᇡࣁΓॺ໼ӛܭа಄ӝ څހӑຝޑα࿞բࣁղᘐ ٩ᏵǴᆶڅ݈ӑຝ࣬ϸޑα

࿞Ǵ߾྽բঁਢှញ

ၗ਑ٰྍǺ׵ەޱ(2005)

Βǵٰྍёߞࡋ

வ໺ኞ౛ፕᡉҢрǴα࿞ਏ݀ޑቹៜٰԾΟޣǺૻ৲ٰྍ(source)ǵૻ৲ҁي (message)کૻ৲ௗԏޣ(receiver)ǶȨߞ৲ٰྍёߞࡋȐsource credibilityȑȩࢂቹៜૻ

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৲ௗԏޣௗڙૻ৲ޑ΋ঁ҅ӛٰྍޣ੝፦ǹ྽Γॺӧղᘐ܌ᕇளૻ৲ϐቹៜΚਔǴ Ьाࢂ٩ᒘځૻ৲ٰྍޑёߞࡋଯեǶၸѐԶقǴٰྍёߞࡋ೯தၮҔܭຑ՗ቶ

֋ૻ৲ǴҔٰղᘐ੃຤ޣჹቶ֋ૻ৲ޑ࣬ߞำࡋǶ

ӧ౜ϞǴ੃຤ޣ܌ޕ᝺ډޑᆛၡα࿞ёߞࡋ཮ჹ੃຤ޣޑᖼނ،฼Ԗόӕำ ࡋޑቹៜǴਥᏵKelman (1961)کMcGuire (1987)Ǵૻ৲཮࿶җϣϯޑၸำԶౢғѬ ޑቹៜΚǶԶ྽ૻ৲ٰྍიᡏ೏ᇡࣁࢂॶளߞҺޑਔংǴω཮วғϣϯޑၸำǶ ᆶа΢ፕᗺ΋ठޑᗋԖBearden & Etzel (1982)Ǵдॺᇡࣁ྽ૻ৲ௗԏޣག᝺ډૻ৲

ٰྍࢂڀԖଯёߞࡋਔǴԜα࿞ૻ৲ω཮೏ௗڙǶKelman (1961)ࡰрёߞࡋࢂҗ

஑ৎ(expertise)аϷё᎞܄(trustworthiness)܌ಔԋǶԶ஑ৎ೏ᇡࣁࢂڀԖ៾࠶܄ǵ

ૈΚک஑཰܄ǶCrisci & Kassinove (1973)ᇡࣁௗԏޣ܌ޕ᝺ډޑ஑཰НྗаϷα࿞

மࡋ཮ჹٰྍޑёߞᒘࡋౢғ҅ӛޑቹៜǶSchulman &Worrall (1970)ҭࡰрଯё ߞࡋޑૻ৲ٰྍКեёߞࡋޑٰྍǴ׳৒ܰׯᡂ੃຤ޣჹܭቶ֋ૻ৲ޑᄊࡋǶԶ Craig & McCann (1978)ࣴزҭࡰрଯёߞࡋޑૻ৲ٰྍჹቶ֋܌Ь஭ޑૻ৲ૈౢ

ғ׳ӭޑ҅य़ᄊࡋᆶՉࣁ΢ޑׯᡂǶԜѦǴਥᏵMoore et al. (1986)ޑࣴزёว౜Ǵ ଯёߞࡋޑૻ৲ٰྍΏёߦ٬ቶ֋ౢғၨεޑᇥܺਏ݀Ƕ

Kelman & Hovland (1951)Ԑය൩ࡰрૻ৲ٰྍёߞࡋޑᄬय़εठёϩࣁё᎞

܄(trustworthy)ǵ஑཰܄(expertise)ᆶ֎ЇΚ(likeability)ǶBerlo et al. (1969)߾ࡰрӼ ӄ(safety)ǵၗ਱(qualification)Ᏼ୏Κ(dynamism)ΟঁӢનޑёߞࡋᄬय़ǶԶ Simpson

& Kahler (1980, 1981)ٿՏᏢޣΞஒёߞࡋᄬय़ᘜયࣁёߞҺ܄(believability)ǵ஑཰

܄ǵ୏ΚᆶޗҬ܄(sociability)Ƕᕴ่ၸѐᏢޣޑࣴزǴٰྍёߞࡋޑᄬय़ಔԋԖǺ

஑཰܄ǵё᎞܄ǵ֎ЇΚǵ഻ӳࡋǵ࣬՟܄ǵޗҬ܄ǵ࠼ᢀ܄ǵૈΚǵ៾࠶܄ǵ ᖂ៉฻(ԣ჏௵Ǵ2005)ǴځύၨӭᏢޣЇҔޑࣁ஑཰܄ǵё᎞܄аϷ֎ЇΚΟ໨ࡰ

኱(໳ಡ܃Ǵ2008)Ƕ

1. ஑཰܄Ǻၗૻ໺ኞޣཀـࢂ࣬྽ԖਏޑୖԵ 2. ё᎞܄Ǻၗૻ໺ኞޣзΓߞᒘޑำࡋ

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3. ֎ЇΚǺၗૻٰྍҁيޑ֎ЇΚ

ၸѐࣴزᘜયрٰྍޑ஑཰܄аϷё᎞܄཮ჹ੃຤ޣჹܭࠔจᄊࡋǵᖼວཀ ӛаϷᖼວՉࣁౢғ҅ӛቹៜ(Harmon & Coney, 1982; Lascu et al. 1995)ǶԶૻ৲ٰ

ྍӧᆛၡ΢Ҕຒޑ஑཰ำࡋǴаϷϕ୏ำࡋǴ཮ቹៜႝηα࿞ޑёߞࡋ(׵ЎզǴ 2003)Ƕ

(26)

ಃΟ࿯ வ౲Չࣁ

നԐࣴزவ౲Չࣁޑࢂޗ཮Ј౛ᏢৎǶAsch வ1951 ԃଆ೛ीΑ΋ೱՍޑჴ ᡍǴᢀჸঁΓӧဂᡏύǴय़ᖏཀـᆶځдԋ঩࣬ѰޑރݩਔޑϸᔈᆶՉࣁǶӧځ ύ΋ঁჴᡍǴдว౜ऊԖΟϩϐ΋ޑჴᡍୖᆶޣǴനࡕ཮໩வဂᡏޑཀـǴջ٬

ဂᡏޑཀـܴᡉࢂᒱᇤޑǶ

ᗨฅӚሦୱჹவ౲Չࣁ܌࡭ޑཷۺ࣬՟Ǵՠ๱ख़ᗺౣԖόӕǴޗ཮Ј౛Ꮲৎ

ၨமፓঁΓӧय़ᖏဂᡏᓸΚਔǴ཮ౢғࡘགྷ܈Չࣁ΢ޑׯᡂǴԶဂᡏᖿӛ΋ठǶ ӢԜӧޗ཮Ј౛ᏢሦୱǴჹவ౲ޑۓကࣁǺȨவ౲ࣁޗ཮ޑቹៜޑ߄౜Ǵځቹៜ

ٰྍࣁঁΓڙډიᡏύځдԋ঩ޑቹៜǶȩȐAllen, 1965ȑǶ

ԶӧՉᎍሦୱǴჹவ౲ޑۓကࣁǺȨ੃຤ޣࣁΑڗளဂᡏޑᇡӕǵ಄ӝဂᡏ ޑයఈǴӢԜ཮௦ڗᆶဂᡏځдԋ঩࣬՟ޑࡘགྷ܈ՉࣁȩȐWilkie, 1994ǹMacinnis, 1997ȑǵȨவ౲ࣁࡌҥიᡏೕጄޑ໼ӛǴ೭ঁ໼ӛ཮٬ளঁΓᖿӛܭᒥவიᡏޑ

ೕጄǶȩȐLascu & Zinkhan, 1999ȑǶՉᎍᏢޣၨόख़ຎ੃຤ޣচӃޑࡘགྷ܈Չࣁ ᆶဂᡏ࣬ӕᆶցǴԶၨᜢЈ੃຤ޣڙဂᡏቹៜΠޑ،฼ǴջځᖼວཀᜫکՉࣁǶ

஭ࡾᑫ (1991)ගډǺନаঁΓࣁ୷ᘵޑޗ཮ՉࣁϐѦǴΓᜪ׳ӭޑޗ཮Չࣁ

ࢂӧঁΓᆶიᡏ܈იᡏᆶიᡏϐ໔ౢғޑǶӃ൩ঁΓӧიᡏύޑՉࣁԶقǴঁΓ ᆶიᡏ໔ӧՉࣁ΢Ԗٿঁܴᡉޑ੝ቻǺځ΋ǴঁΓᚆό໒იᡏǴவৎ৥ډၯՔǴ வᏢਠډޗ཮ǴคਔคӦόឦܭიᡏύޑԋ঩ǶځΒǴঁΓޑՉࣁᒿਔڙიᡏޑ ቹៜǹڙიᡏύځдঁΓȐӵР҆ǵ௲ৣ฻ȑޑऊ״ǴΨڙ᏾ঁიᡏȐӵಞ߫ǵ ݤೕ฻ȑޑज़ڋǶႽԜᅿঁΓՉࣁಥό໒׹཮ᜢ߯ޑ౜ຝǴᆀࣁޗ཮ቹៜ(social influence)ǶךॺёаགྷႽǴӧΓᜪޑ܌ԖՉࣁύǴࡐᜤפрόڙޗ཮ቹៜޑՉࣁǹ ᙁൂޣӵӞ໭ǵऀՊǹፄᚇޣӵᇟقǵ୏բǵࡘགྷǵᢀۺ฻Ǵค΋όࢂӧޗ཮ቹ ៜϐΠᏢಞޑǶঁΓӧიᡏύޑࢲ୏Ǵӵࡪྣޗ཮ೕጄՉ٣ǴՉࣁ߄౜಄ӝ౲܌

ᇡёϐ኱ྗǴջᆀࣁவ౲(conformity)Ƕ

(27)

ቹៜঁΓՉࣁϐ܌аԖიᡏ໩வ໼ӛǴԖΠӈ൳ᅿচӢȐֺᙼྣǴ2000ǹ׵

ॕЎǴ1998ǹDouglasǴ1986ȑǺᢀ౲ขቾǵიᡏޗ཮ϯǵޗ཮շߏǵޗ཮኱ྗϯǵ იᡏவ౲ǵޗ཮Ꮲಞǵԋҁਏ੻ϩ݋ǶԜѦǴவ౲ՉࣁԖঁձৡ౦܄ǴቹៜӢન хࡴ܄ձǵԃសǵЎϯǵΓ਱੝፦ǵӦՏکᕉნ฻Ǵ೭٤ঁձৡ౦ӭϿቹៜঁΓ ӧიᡏ္ޑவ౲ՉࣁȐForsyth, 1999; ֺᙼྣǴ2000ȑǶ

ቹៜ੃຤ޣᖼວ،฼Ӣનύх֖ΑΓሞय़ޑӢનǴځύхࡴΑঁΓӢનǵი ᡏբҔӢનаϷޗ཮໘ቫӢનǴԶიᡏբҔޑӢનߡࢂঁΓӧიᡏύϐفՅϷঁ

Γޑޗ཮᏾ӝ܄ᆶიᡏቹៜΚԖ҅܄ϐᜢ߯Ƕ΋૓Զق཮Ԗவ౲ՉࣁޑᓸΚǴԶ வ౲ޑ໼ӛ཮ቹៜᖼວՉࣁ(Fred D.& Wells, 1977)Ƕ

(28)

ಃѤ࿯ ૻ৲ௗԏޣ஑཰ࡋ

੃຤ޣӧ຾Չ،฼ޑၸำύǴ೯த཮᎞Ӛᅿόӕޑၗૻጕ઩܈ౢࠔޑ੝Յբ ࣁᖼວ،฼ϐղᘐ(Richardson et al., 1999)Ƕၗૻޑٰྍёаϩࣁϣ೽ᆶѦ೽ٿεᜪǴ

੃຤ޣჹϣ೽ཛྷ൨ޑॸᒘำࡋǴ཮٩Ᏽ౜Ԗޕ᛽ޑى୼܄ᆶࠔ፦ǴаϷவ૶Ꮻύ ڗҔޕ᛽ޑૈΚԶۓǶଯࡋ㰂Εޑ੃຤ޣჹܭၗૻޑཛྷ໣ૈΚϷЬ୏܄மǴЪ৒

ܰ׎ԋ࡭ុ܄ޑੋΕȐᄪੀғǴ1999ȑǴӢԜჹܭౢࠔ೯தԖ΃ۓำࡋޑᇡ᛽Ǵ ᄊࡋޑ׎ԋ࿶தӃܭᖼວՉࣁǴ೯தόܰڙډѦٰૻ৲ޑቹៜ(Flynn & Goldsmith, 1993)ǴӢԜ೷ԋα࿞ჹᖼວ،฼ޑቹៜΚफ़եǶ

ௗԏޣޑ஑཰ࢂࡰଞჹࢌ΋୘ࠔ܈୍ܺሦୱύǴૻ৲ௗԏޣჹܭ၀୘ࠔ܈ܺ

୍ሦୱ܌ᏱԖޑޕ᛽ǵ࿶ᡍǵמೌ฻஑཰ૈΚޑԾךЬᢀᇡۓǶᏢޣᇡࣁα࿞ཛྷ ൨ޣჹࢌ໨ౢࠔ܈୍ܺ܌ᏱԖޑ࿶ᡍکځӛѦཛྷ൨ၗૻޑᓎ౗ࢂև౜ॄ࣬ᜢǴΨ ൩ࢂ྽α࿞ௗԏޣჹࢌ໨ౢࠔ܈୍ܺ܌ᏱԖޑ࿶ᡍຫᙦ൤ǴځӛѦཛྷ൨ၗૻޑᓎ

౗Ψ൩ຫե(Brucks, 1985)

ௗԏޣޑ஑཰ࡋό໻཮ቹៜځᖼວ،฼ǴΨ཮ቹៜډдॺཛྷ൨ၗૻޑБԄ (Bansal & Voyer, 2000)ǶᗨฅBrucks (1985)᏾౛рԖ೚ӭޑࣴزว౜Ǵၗૻᇆ໣ޣ ޑ࿶ᡍӭჲᆶдѐ଺Ѧ೽ཛྷ൨ޑሡ؃மࡋԋϸКǶόၸӧӕਔǴBrucksΨ᏾౛Αځ дޑࣴزǴԶ೭٤ࣴز߾ࢂଷ೛྽ௗԏޣᏱԖ΋ۓޑ஑཰ࡋਔǴӧཛྷ൨ၗૻਔё аၨځдКၨό஑཰ޑΓ୏բᗋाِೲЪᙁൂǴӢԜᕴ่คݤளр΋ठ܄ޑ่

ፕǶ

ฅԶǴGilly et al. (1998)ࡰрεӭኧޑ᛾ᏵᡉҢрௗԏޣ஑཰ࡋаϷځཛྷ൨ၗ

ૻޑሡ؃மࡋԖॄӛᜢ߯ǶӢԜёаΑှ྽ௗԏޣڀԖ΋ۓ஑཰ࡋਔǴдॺჹၗ

ૻޑᇆ໣཮Кٗ٤ၨό஑཰ޑΓᗋाϿǶ

྽੃຤ޣჹҞ኱ࠔจᏱԖၨӭޑޕ᛽ਔǴ཮Кٗ٤ѝԖ΋ᗺ܈ֹӄؒԖ࣬ᜢ ޕ᛽ޑΓό৒ܰڙډα࿞ਏ݀ޑቹៜ(Herr et al., 1991)Ƕૻ৲ௗԏޣޑੋΕำࡋຫ

(29)

ଯǴჹܭղձૻ৲ޑ҅ዴำࡋޑૈΚຫଯǴ܌аၨόܰڙډॄय़α࿞ૻ৲ޑቹៜǴ

ૻ৲ௗԏޣޑੋΕำࡋҭԖ΋ۓޑቹៜΚё෧եॄय़α࿞܌೷ԋϐॄय़ਏ݀ޑբ Ҕ(ጰЎᅺǴ2004)Ƕ

Bansal & Voyer (2000)ᇡࣁ྽ௗԏޣڀԖ΋ۓޑ஑཰܄ਔǴय़ჹᆛၡα࿞཮а ҁيޑޕ᛽ٰղᘐځ੿ଵǴ྽дᜅӕૻ৲ޑϣ৒ਔǴ׳৒ܰЪ׳זೲӦௗڙ೭ঁ

ၗૻǶӢԜGilly et al. (1998)ᇡࣁα࿞ௗԏޣҁيޑ஑཰ำࡋૈቹៜௗԏޣޑᖼວ

،฼ǶԶBansal & Voyer (2000)வ୍ܺ཰ޑفࡋٰۯុGilly et al. (1998)ӧౢࠔय़ޑ

ࣴزǴ่݀ӆԛ᛾ჴGilly et al. (1998)ޑፕᗺǴ׳ዴҥௗԏޣ஑཰ࣁቹៜα࿞ਏ݀

ޑЬӢϐ΋Ƕ

(30)

ಃϖ࿯ α࿞໺ኞ୏ᐒᆶᙯ஌Չࣁ

ӧႝηα࿞ޑ໺ኞύǴ੃຤ޣޑ໺ኞཀᜫϷՉࣁࢂߚதख़ाޑᜢᗖӢનǴԶ ӧҁࣴزύЬाࣴزჹຝࣁ BBS ઠ΢ޑα࿞ਏ݀Ϸჹ੃຤ޣޑՉࣁቹៜǴӧ BBS ઠ΢ޑྎ೯БԄЬाࣁว߄ЎകǴаϷஒЎകᙯᒵܭ࣬ᜢ࣮݈܈ࢂدΓ࣮݈аٮ дΓᢀ᎙ǴԶӧ࣬ᜢЎ᝘ύࡐϿ૸ፕ BBS ΢ޑᙯᒵՉࣁǴΞႝηແҹᙯ஌Չࣁᆶ Ўകᙯᒵ࣮݈ޑՉࣁ࣬՟ǴӢԜӧ೭ᜐ٬Ҕႝηແҹޑᙯ஌Չࣁٰ଺੃຤ޣᆛၡ Չࣁޑ௖૸ǶԜ࿯Ӄ૸ፕቹៜα࿞໺ኞ୏ᐒаϷཀᜫޑӢનǴԶࡕӆ૸ፕ੃຤ޣ ޑᙯ஌ՉࣁǶ

΋ǵα࿞໺ኞ୏ᐒ

୏ᐒࢂঁΓϣӧޑ០୏ΚǴߦ٬ΓॺౢғՉ୏(Schiffman & Kanuk, 2000)Ƕα

࿞໺ኞ୏ᐒЬाࣁ྽੃຤ޣ٬Ҕౢࠔ܈ޣࢂ୍ܺၸࡕǴځЈύёૈ཮Ӣࣁࢌ٤ሡ

؃ۘ҂೏ᅈىǴ܈ࢂα࿞໺ኞޣ୷ܭ዗ЈаϷҁيޑ੃຤࿶ᡍǴЬ୏໺ኞα࿞а

੃ନځϣЈᓸΚ(Sundaram et al., 1998)Ƕ

ӧၸѐǴDichter(1966)ࣴزύǴගрα࿞໺ኞޣޑ໺ኞ୏ᐒࣁǺ

1. ౢࠔੋΕ(Product involvement)Ǻҗܭ੃຤ޣӧ٬Ҕၸ୘ࠔ܈ࢂ୍ܺၸࡕǴ

཮ౢғ΋ᅿขቾޑག᝺ǴӢԜ཮೸ၸӛдΓྎ೯܈௢ᙚ୘ࠔǴа੃ନԜᆙ

஭གڙǴ٠ख़ཥڗளѳᑽǶ

2. ԾךੋΕ(Self-involvement)Ǻα࿞௢ᙚЬाࣁᅈىԾךޑ௃ᆣሡ؃Ƕ 3. дΓੋΕ(Other involvement)Ǻα࿞໺ኞޣЬाࢂ୷ܭჹдΓޑᜢᚶǴԶౢ

ғ௢ᙚՉࣁǶ

4. ૻ৲ੋΕ(message involvement)Ǻα࿞ՉࣁࢂଆӢܭ൞ᡏቶ֋܈ε౲૸ፕǴ

໺ኞޣҁي٠ค੃຤࿶ᡍ

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߈жᏢޣӵ Engel, Blackwell and Miniard(1993)߾ගрα࿞໺ኞޣ୏ᐒԖǺੋ

ΕǵԾךமϯǵᜢЈдΓǵૻ৲Їวᑫ፪ǵό΋ठ܄ޑ෧ϿǶԶ Sundaram, Mitra and Webster(1998)߾ճҔᜢᗖ٣ҹݤ(critical incidental technique)ᘜયр҅य़α࿞໺ኞ

୏ᐒࣁǺճдՉࣁ(altruism)ǵᔅշҾ཰ǵౢࠔੋΕаϷԾךமϯǶ

Βǵᙯ஌Չࣁ

ᒿ๱ᆛሞᆛၡޑጲࠁว৖ǴӢᔈԶғޑႝηແҹ٬Ҕ౗Ψၟ๱НᅍಭଯǶጰ ስД(1996)ࡰрႝηແҹόڙਔ໔ᆶޜ໔ޑज़ڋǴಔᙃԋ঩ёа຾Չӕ؁܈ߚӕ؁

ޑྎ೯Ǵวଌޑჹຝёаࢂ΋ঁΓ܈ࢂ΋ҽ໺ଌӜൂǶShapiro(1996)ࡰрǴᆶ໺಍

໺ኞ൞ϟ࣬КǴႝηແҹڀԖǺז௘БߡǵԋҁΠफ़ǵૻ৲தӸǵёଞჹঁΓҭ ёჹӄᡏวଌૻ৲ǵڀԖᑔᒧǵइᒵǵ᏾౛ૻ৲ޑૈΚǶԶႝηແҹޑ੝܄Ьा

ࣁǺջਔ܄ǵߚӕ؁܄ǵϩଛ܄ǵёߥӸ܄ᆶёೀ౛܄ǵϕ୏܄Ƕ ӧᙯ஌ՉࣁБय़Ǵ׵ඁන(1991)᏾౛раΠᙯ஌ແҹޑ੝܄Ǻ 1. Չᎍਏ੻

ᙯ஌ແҹёа໺ၲᙦ൤ޑӭ൞ᡏՉᎍၗૻǴԜѦǴځϕ୏܄ჹܭҾ཰ᆶ੃

຤ޣޑྎ೯Ԗࡐεޑ੻ೀǶႝηແҹޑр౜Ǵ٬ளҾ཰ᆶ੃຤ޣ܈ወӧ࠼

Њྎ೯ᡂள׳уߡճǴᆢᛠᜢ߯ԋҁΨᡂளКၨեǶჹϦљ܈ૻ৲วଌޣ ԶقǴдॺόሡाඓඝ؂΋੃຤ޣޑႝηແҹՏ֟Ǵ൩ёа᎞Γሞ໺ኞޑ Κໆעૻ৲໺ኞрѐǶԜѦǴᙯ஌ແҹ೯தӧዕ᛽ޑΓሞϐ໔ࢬ໺Ǵᙯ஌

ແҹޑௗԏޣԖёૈӢࣁ୷ܭᙯ஌ແҹӭࢂ࿶җዕ᛽ޑᒃ௏ܻ϶஌ٰޑ

ၗૻǴԶჹᙯ஌ແҹޑϣ৒ၨࣁߞᒘǴ٠ၨᜫཀӣᔈᙯ஌ແҹύޑၗૻǶ όၸҗܭᙯ஌ແҹԖ୓ӜޑфૈǴᙯ஌ແҹޑԏҹޣ۳۳Ӣࣁόዴۓᙯ஌

ޣ܈ૻ৲วѲޣޑЈᄊᆶҞޑǴԶჹܭᙯ஌ແҹύޑၗૻ࡭ߥ੮ЈᄊǶ 2. Γሞᜢ߯ޑᆢ࡭

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җܭႝηແҹޑ೚ӭ੝܄ǴᡣΓᆶΓϐ໔ޑྎ೯ᡂள׳уߡճǶStafford, Kline & Dimmick(1999)ჹႝηແҹޑࣴزࡰрǴԖ 61%ޑڙೖޣᇡࣁ٬Ҕ

ႝηແҹޑЬӢࢂ୷ܭΓሞᜢ߯ޑԵໆǴջճҔႝηແҹᆶᒃܻӳ϶ᖄᛠǴ ᙖаၲډᖄ๎ޑҞޑǴӢԜᇡࣁႝηແҹԖճܭΓሞޑᖄᛠǶՠ΋ӵჹᆛ ၡ຀ᔕШࣚޑᅪကǴႝηແҹคݤڗжय़ჹय़ޑྎ೯ǴΨԖ੃৲ٰྍόё ԵޑୢᚒǴӢԶҭԖΓ፦ᅪځӧΓሞྎ೯΢ޑфૈǶ

3. ၗૻ܈ૻ৲ޑϩ٦

ӧႝηແҹޑШࣚΠǴΓॺ۳۳཮ӢࣁճдӢનǴࡐ৒ܰஒԾρ܌ԏ໣ډ ޑၗૻ܈ઢ၉ᙯ஌๏Ծρޑܻ϶Ǵ྽ԋ΋ᅿӅӕ࿶ᡍޑϩ٦Ƕ

4. ᆛၡᖳق

җܭႝηແҹޑጲࠁว৖Ǵ೷ԋ೽ϩԖЈΓγճҔ٬Ҕޣಞᄍᙯߞޑ੝፦Ǵ วѲ΋٤཮ᡣΓᜢЈޑ၉ᚒᡣ٬Ҕޣᙯ஌๏׳ӭΓޕၰǶҗܭᙯ஌ແҹڀ Ԗ୓Ӝ܄ǴЪၸำזೲԋҁեǴჹԖЈΓԶقǴࢂ΋ঁёаวѲቶ֋ૻ৲

܈ࢂόჴૻ৲ޑӳБݤǴௗԏޣऩόуаࢗ᛾Ǵࡐ৒ܰ೏ᖳق܌ᆾጨǶ 5. ᆛၡᗦد

ӧᙯ஌ແҹޑၸำύǴ೯தό཮ஒԏҹޣޑແҹӦ֟మନǴᝩុᙯߞǴ ӢԜԾρޑແҹӦ֟۳۳൩཮Ѧࢬډό࣬υޑΓЋύǴჹԖЈΓԶقǴ ೭٤Ӧ֟ёуаԏ໣բࣁ஌ଌቶ֋࠹໺ޑӜൂǴԜஒ཮ቚу٬Ҕޣௗԏ ډ΋٤ڱ֣ແҹޑᐒ཮ǴࣗԿࢂੰࢥණኞޑྕ׉Ƕ

(33)

ಃΟക ࣴزኳࠠ

ӧҁകǴ२Ӄஒϟಏҗ߻കЎ᝘௖૸܌ࢎᄬрޑኳࠠǴௗ๱ှញҁࣴزޑଷ ᇥ௢ፕǴۓကࣴزޑᡂኧаϷှញୢڔ೛ीϣ৒Ǵനࡕ߾ᇥܴࣴزჹຝаϷ܌٬

Ҕޑၗ਑ϩ݋БݤǶ

ಃ΋࿯ ࣴزࢎᄬ

җܭᆛၡޑጲࠁว৖Ǵ੃຤ޣׯᡂΑၸѐѝஒα࿞໺ኞ๏يᜐᒃܻӳ϶ޑՉ ࣁǴԶע೭٤Јளϩ٦ډᆛၡ΢๏׳ӭሡाޑΓǴ٬ளႝηα࿞ޑख़ा܄ຫٰຫ εǴቹៜΑҾ཰аϷ۫ৎޑᎍ୧کࠔจ׎ຝ฻Ƕҁࣴز׆ఈૈ୼೸ၸᢀჸᆶჴ᛾Ǵ ѐΑှ໺ኞޣ܌ा໺ၲޑႝηα࿞ϣ৒੝܄ǴаϷα࿞ௗԏޣҁيޑӢનǴჹႝ

ηα࿞ਏ݀ޑቹៜǴԶԜਏ݀཮ӵՖቹៜ੃຤ޣޑᖼວ،ۓǴаϷ੃຤ޣ໺ኞԜ

ႝηα࿞ૻ৲ޑཀᜫǶ

ӧЎ᝘௖૸྽ύǴёаޕၰቹៜႝηα࿞ޑӢનԖȨٰྍёߞࡋȩаϷȨ҅

ॄय़α࿞ȩǴќѦҁࣴزӆံкȨϣ৒ၗૻ܄ȩǵȨຑፕኧໆӭჲȩǵȨຑፕϩଛȩа ϷȨၗૻᙦ൤ࡋȩǴ٠ஒ҅ॄय़α࿞ᆶ௃ᆣӢηӝԋȨα࿞Бӛᆶ௃ᆣϯำࡋȩ(໳

ಡ܃Ǵ2008)Ǵа΢Ϥᅿࡰ኱ឦܭα࿞ϣ৒੝܄ǴԜѦǴҁࣴز٬ҔΑȨவ౲໼ӛȩ аϷȨௗԏޣ஑཰ࡋȩ଺ࣁᑽໆ੃຤ޣҁيޑӢનǴа׳ᆒዴޑᑽໆႝηα࿞ਏ

݀Ƕ

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ಃΒ࿯ ࣴزଷᇥ

΋ǵٰྍёߞࡋჹႝηα࿞ਏ݀ޑቹៜ

ӧ౜ϞǴ੃຤ޣ܌ޕ᝺ډޑᆛၡα࿞ёߞࡋ཮ჹ੃຤ޣޑᖼނ،฼Ԗόӕำ ࡋޑቹៜǴਥᏵ Kelman (1961)ک McGuire (1969)Ǵૻ৲཮࿶җϣϯޑၸำԶౢғ ѬޑቹៜΚǶԶ྽ૻ৲ٰྍ೏ᇡࣁࢂॶளߞҺޑਔংǴω཮วғϣϯޑၸำǶᆶ а΢ፕᗺ΋ठޑᗋԖ Bearden & Etzel (1982)Ǵдॺᇡࣁ྽ૻ৲ௗԏޣག᝺ډૻ৲ٰ

ྍࢂڀԖଯёߞࡋਔǴԜα࿞ૻ৲ω཮೏ௗڙ(Huang & Chen, 2006)Ƕٰྍёߞࡋ

཮ჹ੃຤ޣӧղᘐдॺ܌ௗԏډޑၗૻࢂցёа೏ௗڙਔǴวචځቹៜΚ(Fishbein

& Ajzen, 1975)Ǵ྽ၗૻࢂٰԾܭڀଯёߞࡋٰྍਔǴԜૻ৲ޑ໺ሀஒ཮זೲӦ೏

ௗڙǴЪ׳ԖёૈᏤठᄊࡋׯᡂ(Kelman & Hovland, 1953; Miller & Baseheart, 1969;

Schulman & Worrall, 1970; Warren, 1969)Ǵ٠ቹៜ੃຤ޣޑᖼວཀკ(Fombrun, 1996)Ƕ ҁࣴزਥᏵၸѐε೽ϩᏢޣჹٰྍёߞࡋޑΟঁᄬय़Ǻ஑཰܄ǵё᎞܄аϷ֎Ї ΚǴ଺ࣁᑽໆϐБݤǶ

ҁࣴز٩Ԝ௢ፕраΠޑࣴزଷᇥǺ

H1Ǻ੃຤ޣჹα࿞ૻ৲ٰྍёߞࡋޑख़ຎำࡋǴ཮ჹႝηα࿞ਏ݀ౢғ҅ӛ ቹៜǶ

Βǵϣ৒ၗૻ܄ჹႝηα࿞ਏ݀ޑቹៜ

Ducoffe (1996)ۓကၗૻ܄(informative)ࣁȨа੃຤ޣޑᢀᗺԶقǴ၀ނࠔૈග ٮჹ੃຤ޣԖᔅշϐૻ৲ำࡋȩǴཀࡰ྽੃຤ޣᇡࣁቶ֋ޑϣ৒֋ޕ੃຤ޣى୼ޑ

ౢࠔၗૻǴЪ٬੃຤ޣᅈཀਔǴᖼວޑՉࣁωԖёૈౢғǴӢԜၗૻ܄ຫଯޑቶ

֋ǴځሽॶޑຑሽΨຫଯǶ੃຤ޣჹᆛઠޑၗૻ܄ᇡޕჹጕ΢ᖼނཀკԖ҅ӛቹ ៜǴջ྽੃຤ޣჹᆛઠޑޕ᛽܄ᇡޕຫଯǴ߾ځጕ΢ᖼނཀკຫଯǴӢԜගϲᆛ

(35)

ઠޑၗૻ܄Ԗշܭࠔจ׎ຝޑࡌҥϷ੃຤ޣጕ΢ᖼނཀკ(ෞܴ፵Ǵ2003)Ƕҗ΢ॊ

ࣴزёޕǴڀԖၗૻ܄ޑቶ֋܈ࢂᆛઠǴ཮ᡣ੃຤ޣౢғ҅य़ޑᄊࡋǴԶҁࣴز ޑႝηα࿞ϣ৒ᆶቶ֋Ϸᆛઠޑ੝܄࣬՟ǴӢԜ௢ፕраΠࣴزଷᇥǺ

H2Ǻ੃຤ޣჹα࿞ϣ৒ၗૻ܄ޑख़ຎำࡋǴ཮ჹႝηα࿞ਏ݀ౢғ҅ӛቹៜǶ

Οǵα࿞ຑፕޑኧໆᆶຑፕϩଛࠠᄊჹႝηα࿞ਏ݀ޑቹៜ

α࿞ຑፕޑኧໆ཮ჹα࿞ௗԏޣޑ،฼Ԗ٤༾ቹៜ(Godes & Mayzlin, 2004)Ƕ

྽੃຤ޣӧᆛၡ΢ཛྷ൨Ԗᜢౢࠔ܈୍ܺޑႝηα࿞ਔǴऩว౜૸ፕኧໆୃեǴ߾

཮೏ᇡ཮Ԝα࿞ёߞࡋୃեǴ܈ࢂԜౢࠔ܈୍ܺၨόڙ੃຤ޣ഻ངǴ܈ࢂؒԖ੝

ՅǴӢԜωό཮ԖΓϩ٦α࿞ЈளǶԶ྽૸ፕኧໆୃଯਔǴ੃຤ޣૈ୼Ԗ׳ӭޑ α࿞ёаୖԵǴӢԜ೏ᇡࣁёߞࡋၨଯǶ

ԜѦǴ݅ࡏֻ (2005)ࡰрǴ྽α࿞΋ठ܄ୃեਔǴΓॺ཮໼ӛܭ࣬ߞ஑ৎޑ ཀـǴԶܫకԾρ܌ཛྷ൨ډޑ࣬ᜢၗૻǶ྽ႝηα࿞Ўകϣ৒ࣣև౜΋ठ܄ޑຑ ሽਔǴ੃຤ޣ཮КၨߞҺຑፕϣ৒Ǵջჹε౲ࣣ࡭Ԗ࣬ӕᄊࡋޑᒧ᏷߄Ңᇡӕ(໳

ಡ܃Ǵ2008)Ƕ

ҁࣴز٩а΢௢ፕраΠޑࣴزଷᇥǺ

H3Ǻ੃຤ޣჹα࿞ຑፕኧໆޑख़ຎำࡋǴ཮ჹႝηα࿞ਏ݀ౢғ҅ӛቹៜǶ H4Ǻ੃຤ޣჹຑፕϩଛࠠᄊޑख़ຎำࡋǴ཮ჹႝηα࿞ਏ݀ౢғ҅ӛቹៜǶ

Ѥǵα࿞Бӛᆶ௃ᆣϯำࡋჹႝηα࿞ޑቹៜ

α࿞ёϩࣁ҅य़(favorable/positive)α࿞ᆶॄय़(unfavorable/negative)α࿞ǴHerr et al. (1991)ۓက҅य़α࿞ࣁ੃຤ޣჹܭ၀ࠔจޑᄊࡋࣁ໼ӛᜅӕਔǴჹܭځౢࠔ཮

ౢғޑ҅य़ຑሽǶAnderson (1998)ᇡࣁǴ҅ॄय़α࿞ޑ໺ኞև౜΋ U ࠠϩଛǴߚ தᅈཀکߚதόᅈཀޑ੃຤ޣࢂനதϩ٦α࿞ၗૻޑǶԶ۸၈ࡋຫଯޑ੃຤ޣǴ

(36)

཮ຫ኷ܭϩ٦α࿞ǴѬॺᇡࣁ೭ࢂ߄౜۸၈ࡋޑ΋ᅿБԄ(Bownman & Narayandas, 2001)ǶԜѦǴऩα࿞ϣ৒௶ॊၨࣁύޭഋॊǴԶߚкᅈ௃ᆣ܄ӷ౳ਔǴ੃຤ޣ཮

Кၨᜫཀௗڙα࿞ϣ৒(Clark & Isen, 1982)Ƕ ҁࣴز٩а΢௢ፕраΠޑࣴزଷᇥǺ

H5Ǻ੃຤ޣჹα࿞ޑα࿞Бӛᆶ௃ᆣϯำࡋޑख़ຎำࡋǴ཮ჹႝηα࿞ਏ݀

ౢғ҅ӛቹៜǶ

ϖǵၗૻᙦ൤ࡋჹႝηα࿞ਏ݀ޑቹៜ

ၸѐࣴزමࡰрǴௗԏޣ௃ᆣޑރᄊ཮ቹៜځࡕុՉࣁǴٯӵᜫཀӆ຾΋؁

Չ୏܈ޣࢂᗉխՉࣁ฻฻(Isen, 1984)ǴӢԜǴऩ੃຤ޣӧ᎙᠐ЎകਔǴ௃ᆣރݩڙ ډΑቹៜǴ൩཮ჹࡕុᖼວཀკౢғځբҔǶHuang (2001)ࡰр௃ᆣ᝼ᚒத೏Չᎍ Γ঩ၮҔǴѐЇᏤр੃຤ޣ΋ঁၨࣁྕکǵؒԖٛᑇޑ௃ᆣރᄊǶ௃ᆣё೏୔ϩ ࣁٿᜪǺ҅य़௃ᆣ(positive emotions)аϷॄय़௃ᆣ(negative emotions)Ǵٿޣ٠ߚࢂ

ֹӄ࣬ϸǴΨ൩ࢂ҅य़௃ᆣ٠όࢂֹӄᆶॄय़௃ᆣჹҥ(Goldstein & Strube, 1994)Ƕ ќ΋Бय़ǴЎകϣ৒ޑ਱ԄΨ཮ቹៜ੃຤ޣޑࡕុՉࣁǴਥᏵၸѐࣴز(Chittenden

& Rettie, 2003; Dommeyer & Moriarty, 2000; Levit, 1995)ޑࡌ᝼Ǵஒႝηແҹޑϣ৒

਱ԄϩԋΟᅿǺȨႝηແҹߏࡋȩǵȨॣਏϷკТၗૻޑԖคȩаϷȨࢂցԖѦ೽ೱ

่ȩǶӢԜҁࣴزஒϣ৒܌஥ٰޑ௃ᆣ܄ϸᔈаϷϣ৒਱Ԅӝٳԋࣁၗૻᙦ൤ࡋǴ

௢ፕраΠޑࣴزଷᇥǺ

H6Ǻ੃຤ޣჹα࿞ၗૻᙦ൤ࡋޑख़ຎำࡋǴ཮ჹႝηα࿞ਏ݀ౢғ҅ӛቹៜǶ

Ϥǵௗԏޣவ౲໼ӛаϷ஑཰ࡋჹႝηα࿞ਏ݀ޑቹៜ

Չᎍሦୱჹவ౲ޑۓကࣁǺȨ੃຤ޣࣁΑڗளဂᡏޑᇡӕǵ಄ӝဂᡏޑයఈǴ ӢԜ཮௦ڗᆶဂᡏځдԋ঩࣬՟ޑࡘགྷ܈ՉࣁȩȐWilkie, 1994; Macinnis, 1997ȑǵ

(37)

Ȩவ౲ࣁࡌҥიᡏೕጄޑ໼ӛǴ೭ঁ໼ӛ཮٬ளঁΓᖿӛܭᒥவიᡏޑೕጄǶȩ ȐLascu & Zinkhan, 1999ȑǶቹៜ੃຤ޣᖼວ،฼Ӣનύх֖ΑΓሞय़ޑӢનǴځ ύхࡴΑঁΓӢનǵიᡏբҔӢનаϷޗ཮໘ቫӢનǴԶიᡏբҔޑӢનߡࢂঁ

ΓӧიᡏύϐفՅϷঁΓޑޗ཮᏾ӝ܄ᆶიᡏቹៜΚԖ҅ӛϐᜢ߯Ƕ΋૓Զق཮

Ԗவ౲ՉࣁޑᓸΚǴԶவ౲ޑ໼ӛ཮ቹៜᖼວՉࣁ(Fred & Wells, 1977)Ǵ྽੃຤ޣ ӧԖဂᡏᓸΚޑ௃ݩΠǴ৒ܰӢࣁε೽ϩޑΓ೿ӕཀࢌ໨ౢࠔ܈ࢂ୍ܺॶளᖼວǴ Զ٬дჹࢌ໨ౢࠔޑᖼວཀᜫቚуǴ܈ࢂቚуჹচҁόགྷᖼວޑౢࠔϐᑫ፪฻Ǵ

٬ளα࿞ਏ݀ቚமǶ

ӢԜǴҁࣴز٩Ԝ௢ፕраΠଷᇥǺ

H7Ǻ੃຤ޣޑவ౲໼ӛǴ཮ჹႝηα࿞ਏ݀ౢғ҅ӛቹៜǶ

Զӧௗԏޣ஑཰ࡋБय़Ǵၸѐࣴزࡰрα࿞ཛྷ൨ޣჹࢌ໨ౢࠔ܈୍ܺ܌ᏱԖ ޑ࿶ᡍکځӛѦཛྷ൨ၗૻޑᓎ౗ࢂև౜ॄ࣬ᜢǴΨ൩ࢂ྽α࿞ௗԏޣჹࢌ໨ౢࠔ

܈୍ܺ܌ᏱԖޑ࿶ᡍຫᙦ൤ǴځӛѦཛྷ൨ၗૻޑᓎ౗Ψ൩ຫե(Brucks, 1985)Ƕௗ

ԏޣޑ஑཰ࡋό໻཮ቹៜځᖼວ،฼ǴΨ཮ቹៜډдॺཛྷ൨ၗૻޑБԄ(Bansal &

Voyer, 2000)Ƕ྽੃຤ޣჹҞ኱ࠔจᏱԖၨӭޑޕ᛽ਔǴ཮Кٗ٤ѝԖ΋ᗺ܈ֹӄ

ؒԖ࣬ᜢޕ᛽ޑΓό৒ܰڙډα࿞ਏ݀ޑቹៜ(Herr et al., 1991)Ƕ྽஑཰ࡋଯޑ੃

຤ޣό཮ӵӕ஑཰ࡋၨեޑ੃຤ޣ૓Ǵததӧᆛၡ΢ཛྷ൨ၗૻǴЪдॺό৒ܰڙ ډႝηα࿞ޑቹៜǴԶࢂ཮٩Ᏽдॺҁيޑ஑཰ޕ᛽Ǵٰղᘐα࿞ޑёߞࡋǶ

ӢԜǴҁࣴز٩Ԝ௢ፕраΠଷᇥǺ

H8Ǻ੃຤ޣޑ஑཰ࡋǴ཮ჹႝηα࿞ਏ݀ౢғॄӛቹៜǶ

Ύǵႝηα࿞ਏ݀ჹᖼວཀӛаϷα࿞ᙯ஌ཀᜫޑቹៜ

ӧၸѐޑࣴز྽ύǴ೚ӭᏢޣς᛾ܴΑα࿞ჹܭ੃຤ޣᖼວ،฼ڀԖᡉ๱ޑ ቹៜΚ(Katz & Lazarfeld, 1995; Engel, et al., 1969; Arndt, 1967 a)ǴਥᏵፓ่ࢗ݀ᡉ

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ҢǴ੃຤ޣӧᖼວ୘ࠔ܈୍ܺਔǴࡽόࢂவቶ֋ǴΨόࢂவ࿶ᎍ୘Ǵ׳όࢂவᚇ ᇞǴԶࢂவي਒ޑӕ٣Ϸܻ϶ٗ㚊ᕇள࣬ᜢౢࠔ܈୍ܺޑၗૻ(ᚑ⍌࣓Ǵ2006)ǶGilly (1998) ࡰрߚ୘཰ޑၗૻǴΓሞٰྍޑૻ৲཮ቹៜ੃຤ޣ،฼ૻ৲ǴӢԜα࿞ӧ

੃຤ޣຑ՗ᖼວ،ۓਔࣁख़ाޑୖԵ٩ᏵǴᒿ๱੃຤ޣϕ୏׎Ԅӧᆛၡ΢ᑫଆǴ ຫٰຫӭޑ੃຤ޣ཮୷ܭႝηα࿞ޑϣ৒ٰڋۓᖼວ،฼ǴԶа۳ቷ୘ޑቶ֋ቹ ៜΚ߾ӧ೴ᅌΠफ़Ǵႝηα࿞ςฅԋࣁ੃຤ޣᖼວ،฼ύख़ाޑ΋ᕉǴΨ٬ளቷ

୘໒ۈݙख़ᅈى੃຤ޣޑӚᅿයఈ(Rezabakhsh et al., 2006)Ƕ ӢԜǴҁࣴز٩Ԝ௢ፕраΠଷᇥǺ

H9Ǻ੃຤ޣჹႝηα࿞ਏ݀ޑख़ຎำࡋǴ཮ჹᖼວཀӛౢғ҅ӛቹៜǶ

ќѦǴਥᏵࣴزࡰрǴௗԏޣ཮Ӣࣁႝηແҹޑϣ৒ޑ੝܄Զቹៜځᙯ஌ཀ ᜫǴ྽ௗԏޣᇡޕα࿞ޑϣ৒ЇଆΑځݙཀϷ֎ЇΑдॺޑҞӀаϷ܌ගٮޑၗ

ૻࢂдॺ܌ሡाޑਔংǴځᙯ஌ޑՉࣁཀᜫΨຫமਗ਼(ഡធѯǴ2005)Ƕӧҁࣴزύ ЬाࣴزჹຝࣁBBSޑ٬ҔޣǴӧBBSઠ΢Ǵα࿞໺ኞޑБݤࣁȨᙯᒵЎകȩԿځ дޑ࣮݈΢܈ࢂঁΓߞጃǴ྽΋α࿞ௗԏޣᇡࣁԜα࿞ॶள໺ኞ๏ځдܻ϶܈ࢂ

࣬ᜢ૸ፕϣ৒ޑ࣮݈ਔǴ཮ஒЎകᙯᒵрѐǴаᡣ׳ӭΓ᎙᠐ԜЎകǶ ӢԜǴҁࣴز٩Ԝ௢ፕраΠଷᇥǺ

H10Ǻ੃຤ޣჹႝηα࿞ਏ݀ޑख़ຎำࡋǴ཮ჹα࿞ᙯ஌ཀᜫౢғ҅ӛቹៜǶ

૟ஒа΢ଷᇥ᏾౛ϐࡕǴ༼᏾ࣴزଷᇥკܭΠ।Ǻ

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31კ3-2-1 ࣴزଷᇥ༼᏾კ

ٰ ྍ ё ߞ ࡋ ! ϣ ৒ ၗ ૻ ܄ ! ຑ ፕ ኧ ໆ ຑ ፕ ϩ ଛ ! α ࿞ Б ӛ ᆶ ! ௃ ᆣ ϯ ำ ࡋ ! ၗ ૻ ᙦ ൤ ࡋ

ႝ η α ࿞ ਏ ݀ ! வ ౲ ! ໼ ӛ ! ௗ ԏ ޣ ஑ ཰ ࡋ

ᖼ ວ ཀ ӛ ᙯ ߞ ཀ ᜫ

H

1(+)

H

2(+)

H

3(+)

H

4(+)

H

5(+)

H

6(+)

H

7(+)

H

8(-)

H

9(+)

H

10(+)

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ಃΟ࿯ ࣴزᡂኧᆶୢڔ೛ी

΋ǵࣴزᡂኧۓက

ӧҁࣴز܌ගрϐࣴزኳࠠύǴЬाޑᄬय़ϩԋ11ঁǴϩձࢂȨٰྍёߞࡋȩǵ Ȩϣ৒ၗૻ܄ȩǵȨα࿞ຑፕኧໆȩǵȨຑፕޑຑሽϩଛࠠᄊȩǵȨα࿞Бӛᆶ

௃ᆣϯำࡋȩǵȨၗૻᙦ൤ࡋȩǵȨௗԏޣவ౲໼ӛȩǵȨௗԏޣ஑཰ࡋȩǵȨႝ

ηα࿞ਏ݀ȩǵȨᖼວཀӛȩаϷȨα࿞ᙯ஌ཀᜫȩǶځύٰྍёߞࡋǵϣ৒ၗ

ૻ܄ǵα࿞ຑፕኧໆǵຑፕޑຑሽϩଛࠠᄊǵ҅ॄय़α࿞ᆶ௃ᆣϯำࡋаϷၗૻ

ᙦ൤ࡋࣁႝηα࿞ϣ৒੝܄ǴԶௗԏޣவ౲໼ӛϷௗԏޣ஑཰ࡋ߾ࣁௗԏޣҁي

੝܄Ƕ

૟ஒঁᡂኧᆶ࣬ჹᔈϐԛᄬय़аϷཷۺ܄ۓက༼᏾ӵΠ߄3-3-1Ǻ

߄3-3-1 ࣴزᡂኧཷۺ܄ۓက

ᡂኧЬᄬय़ ԛᄬय़ ཷۺ܄ۓက ୖԵЎ᝘

ٰྍёߞࡋ ஑཰܄ α࿞໺ኞޣޑཀـࢂڀԖ஑཰ङ ඳǴ٠ё๏ϒୖԵޑǶ

ԣ჏௵(2005)

ё᎞܄ α࿞ௗԏޣჹܭ໺ኞޣ܌ගཀـ ޑߞᒘำࡋǶ

֎ЇΚ α࿞ϣ৒ڀԖ֎ЇΚǶ

ϣ৒ၗૻ܄ ၗૻ੻ೀ ჹௗԏޣԶقǴ၀α࿞ϣ৒ૈගٮ ჹ੃຤ޣԖᔅշޑૻ৲ำࡋǶ

Ducoffe(1996)

α࿞ຑፕኧໆ ኧໆӭჲ ੃຤ޣటᖼວӦ၀ނࠔϐ࣬ᜢα

࿞ຑፕǴёа೏ཛྷ൨ډޑЎകኧ ໆǶ

໳ಡ܃(2008)

ຑፕޑຑሽ ϩଛࠠᄊ

ϩଛࠠᄊ α࿞܌ᡉҢϐ҅ॄय़ຑሽϩଛࠠ

ᄊǴӵ΋ठޑ᝺ளӳǵᚯ܈ද೯Ƕ

໳ಡ܃(2008)

(41)

ᡂኧЬᄬय़ ԛᄬय़ ཷۺ܄ۓက ୖԵЎ᝘

α࿞Бӛᆶ

௃ᆣϯำࡋ

α࿞Бӛ α࿞ຑፕޑϣ৒ࢂ҅य़܈ࢂॄय़ ޑǶ

Folkes and Patrick (2003)

௃ᆣϯ ำࡋ

α࿞ຑፕޑϣ৒௃ᆣϯำࡋޑଯ եǶ

Clark and Isen(1982)

ၗૻᙦ൤ࡋ ᎙᠐ޣ གڙ

ௗԏޣӧ᎙᠐ЎകਔǴ܌གڙډޑ

௃ᆣǶ

Tom M. Y. Lin and Heng-Hui Wu (2006) ϣ৒

ӭኬ܄

α࿞ϣ৒ߏࡋǵྣТޑԖคаϷѦ

೽ೱ่ჹௗԏޣޑቹៜǶ

Chittenden and Rettie, 2003;

Dommeyer and Moriarty, 2000;

Levit, 1995

ௗԏޣவ౲໼ӛ ໩வдΓ ޑཀӛ

ௗԏޣڙډдΓቹៜǴԶ٬ளځჹ α࿞܌௢ᙚϐ୘ࠔޑᄊࡋׯᡂำ ࡋǶ

Lascu and Zinkhan(1999)

ௗԏޣ஑཰ࡋ Ԗޕ᛽ޑ ௗԏޣჹځ܌ཛྷ൨ޑ୘ࠔǴڀԖ࣬

ᜢޕ᛽ޑӭჲǶ

Bansal and Voyer(2000)

Ԗ࿶ᡍޑ ௗԏޣჹځ܌ཛྷ൨ޑ୘ࠔǴڀԖ࣬

ᜢ࿶ᡍޑӭჲǶ

੃৲

ᡫ೯ޑ

ௗԏޣჹځ܌ཛྷ൨ޑ୘ࠔǴࢂց੃

৲ᡫ೯Ƕ

ϣՉޑ ௗԏޣჹځ܌ཛྷ൨ޑ୘ࠔǴࢂցࣁ

΋ՏՉৎǶ

ႝηα࿞ਏ݀ ڙቹៜ ำࡋ

α࿞ௗԏޣڙα࿞ቹៜޑำࡋǴϷ ჹܭα࿞ҁيޑߞᒘࡋǶ

໳ಡ܃(2008)

ᖼວཀӛ ᖼວཀᜫ α ࿞ ௗ ԏ ޣ ӧ ᎙ ᠐ ֹ ႝ η α ࿞ ࡕǴځᖼວཀᜫޑڙቹៜำࡋǶ

ҁࣴزۓက

α࿞ᙯ஌ཀᜫ ᙯ஌ཀᜫ α ࿞ ௗ ԏ ޣ ӧ ᎙ ᠐ ֹ ႝ η α ࿞ ࡕǴځᙯ஌ډځд࣮݈΢܈ᙯ஌Կ

ႝηߞጃޑཀᜫǶ

ҁࣴزۓက

ၗ਑ٰྍǺҁࣴز᏾౛

Βǵୢڔ೛ीϣ৒

ҁࣴزЬाࣁΑளޕԖႝηα࿞ϣ৒੝܄ჹ੃຤ޣᖼວ،฼ޑቹៜǴӧ೛ी

΢௦ڗ࠾ഈԄ่ᄬࠠୢڔǴڙෳޣ֡аόڀӜڙೖБԄ຾Չୢڔᚒ໨ϐ୮ᒧǶ

(42)

ҁࣴزୢڔҗ߻ॊޑࣴزࢎᄬᆶᡂኧཷۺ܄ۓက़ғ೛ीԶٰǴ߻ࢤ೽ϩࣁ 11໨ᡂኧЬᄬय़ϐ࣬ᔈᚒҞǴࡕࢤ೽ϩ߾ࣁڙೖޣ୷ҁၗ਑၌ୢǴаٮङඳϩ݋

܌ሡǶӧໆ߄Ёࡋޑᒧ᏷΢ǴࣁΑᗉխڙೖޣӣเύ໔܈ኳጋཀـǴӢԜ௦ҔLikert Ύϩໆ߄Ǻߚதόӕཀ(1)ǵόӕཀ(2)ǵԖᗺόӕཀ(3)ǵද೯(4)ǵԖᗺӕཀ(5)ǵӕ ཀ(6)ǵߚதӕཀ(7)ǴٰуаᑽໆǶҁୢڔᕴी48ᚒǴ૟ஒୢڔᚒҞ༼᏾ӵΠǺ

1. ٰྍёߞࡋ

ҁᄬय़ӅԖϤᚒෳໆᡂໆǴٰᑽໆ஑཰܄ǵё᎞܄аϷ֎ЇΚΟ໨ԛᄬय़Ƕ ߄3-3-2 ٰྍёߞࡋᑽໆୢ໨

Ьᄬय़ ԛᄬय़ ᑽໆୢ໨

ٰྍ

ёߞࡋ

஑཰܄ ך཮Кၨ࣬ߞЎക௶ॊమධǴຑፕϣ৒ڀԖ஑཰܄ޑα࿞ϩ ٦ޣ܌ගٮޑᓓ᡺ၗૻ

ךᇡࣁα࿞ϩ٦ޣჹᓓ᡺ࡐዕ஼Ǵӧऍ१Бय़ࢂϣՉЪ൤Ԗ ޕ᛽ޑ

ё᎞܄ ך཮Кၨ࣬ߞךዕ஼ޑΓ܌ว߄ޑຑፕ(ٯӵǺӧ౜ჴ܈ᆛၡ

΢ᇡ᛽ǵததӧऍ१ހว߄ЎകޑΓ)

ך཮Кၨ࣬ߞޕӜࡋၨଯޑα࿞ϩ٦ޣ܌ว߄ޑຑፕ

֎ЇΚ ྽Ўകޑ௨ހຫ৒ܰ᎙᠐Ǵך཮Кၨख़ຎຑፕޑϣ৒

ӵ݀ຑፕύԖх֖ӕᜪࠠᓓ᡺ޑᓬӍКၨޑ၉Ǵך཮КၨԖ ᑫ፪

2. ϣ৒ၗૻ܄

ҁᄬय़ஒவϣ৒ၗૻӭჲٰуаᑽໆǴӅԖѤᚒᑽໆᡂ໨Ǻ ߄3-3-3 ϣ৒ၗૻ܄ᑽໆୢ໨

ϣ৒

ၗૻ܄

ၗૻ੻ೀ ྽ຑፕϣ৒ගٮΑךሡाޑၗૻਔǴך཮ၨख़ຎຑፕϣ৒

྽ךᇡࣁຑፕϣ৒܌ගٮޑၗૻࢂჹךԖ੻ޑਔংǴך཮

ၨख़ຎຑፕϣ৒

྽ךᇡࣁЎകϣ৒܌ගٮޑၗૻࢂкϩޑਔংǴך཮ၨख़ ຎຑፕϣ৒

(43)

྽ךᇡࣁЎകϣ৒܌ගٮޑၗૻࢂനཥǵӝЯዊࢬޑਔ

ংǴך཮ၨख़ຎຑፕϣ৒

3. ຑፕኧໆ

ҁᄬय़ஒவα࿞ຑፕኧໆٰуаᑽໆǴӅԖٿᚒᑽໆᡂ໨Ǻ ߄3-3-4 ຑፕኧໆᑽໆୢ໨

ຑፕ ኧໆ

ኧໆӭჲ ӵ݀ӧހ΢ჹࢌঁᓓ᡺ޑຑፕኧໆၨӭǴך཮Кၨख़ຎຑ ፕϣ৒

ӵ݀ӧހ΢ჹࢌঁᓓ᡺ޑຑፕኧໆีϿǴ཮ᡣךჹϣ৒ག

᝺όߞҺ

4. ຑፕϩଛ

ҁᄬय़ஒவα࿞ຑፕϩଛٰуаᑽໆǴӅԖΟᚒᑽໆᡂ໨Ǻ ߄3-3-5 ຑፕϩଛᑽໆୢ໨

ຑፕ ϩଛ

ϩଛࠠᄊ ךख़ຎຑፕޑӳᚯຑሽϩଛࠠᄊ(ٯӵǺεৎჹᓓ᡺΋ठћ ӳ܈ӳᚯୖъ)

ךКၨ࣬ߞຑሽϩଛၨࣁ໣ύޑຑፕϣ৒(ٯӵǺ΋ठޑ᝺

ளӳǵᚯ܈ද೯)

྽ךाཛྷ൨ޑᓓ᡺ຑሽٿཱུϯਔǴך཮Кၨό࣬ߞຑፕϣ

৒

5. α࿞Бӛᆶ௃ᆣϯำࡋ

ҁᄬय़ஒவα࿞Бӛᆶ௃ᆣϯำࡋٰуаᑽໆǴӅԖѤᚒᑽໆᡂ໨Ǻ ߄3-3-6 α࿞Бӛᆶ௃ᆣϯำࡋᑽໆୢ໨

α࿞Б ӛᆶ௃

ᆣϯำ

α࿞

Бӛ

྽α࿞ϩ٦ޣჹӕ΋ᓓ᡺೿ࢂ҅य़ຑሽਔǴך཮Кၨ࣬ߞຑ ፕϣ৒

྽α࿞ϩ٦ޣჹӕ΋ᓓ᡺೿ࢂॄय़ຑሽਔǴך཮Кၨ࣬ߞຑ

(44)

ࡋ ፕϣ৒

௃ᆣϯ ำࡋ

ךКၨό࣬ߞкᅈ௃ᆣϯӷ౳ޑຑፕ

ךКၨ࣬ߞЎӷ௶ॊԖచ౛ЪԖᡄᒠޑຑፕϣ৒

6. ၗૻᙦ൤ࡋ

ҁᄬय़ஒவ᎙᠐ޣགڙаϷϣ৒ӭኬ܄ٿঁԛᄬय़ٰᑽໆၗૻᙦ൤ࡋǴӅԖ Ѥᚒᑽໆᡂ໨Ǻ

߄3-3-7 ၗૻᙦ൤ࡋᑽໆୢ໨

ၗૻ

ᙦ൤ࡋ

᎙᠐ޣ གڙ

྽ךֹ࣮Ўകࡕགڙډ҅य़௃ᆣ(ٯӵǺז኷ǵྕཪ฻)Ǵך

཮ჹຑፕϣ৒КၨԖӑຝ

྽ךֹ࣮Ўകࡕགڙډॄय़௃ᆣ(ٯӵǺ໾ЈǵѨఈ฻)Ǵך

཮ჹຑፕϣ৒КၨԖӑຝ ϣ৒

ӭኬ܄

྽ЎകޑӷኧຫӭǴך཮Кၨख़ຎຑፕޑϣ৒

ӵ݀ຑፕύԖᆛᇞೱ่ޑ၉Ǵך཮КၨԖᑫ፪

྽ЎകύޑྣТኧҞຫӭǵຫమཱǴך཮Кၨख़ຎຑፕޑϣ

৒

7. ௗԏޣவ౲໼ӛ

ҁᄬय़ஒவௗԏޣவ౲໼ӛำࡋଯեǴӅԖѤᚒᑽໆᡂ໨Ǻ ߄3-3-8 வ౲໼ӛᑽໆୢ໨

ௗԏޣ வ౲໼ӛ

໩வдΓ ޑཀӛ

྽ךाࡷᒧᓓ᡺ਔǴдΓޑཀـᕴࢂךޑಃ΋ᒧ᏷

εৎ഻៿ޑᓓ᡺ǴךΨ഻៿

ࡐӭΓ௢ᙚޑᓓ᡺ǴךΨၟ๱ѐ੃຤

ӧᒧ᏷ᓓ᡺ਔǴך཮൧ख़Ъ᠋வځдΓޑཀـ

8. ௗԏޣ஑཰ࡋ

ҁᄬय़ஒவௗԏޣ஑཰ࡋଯեٰуаᑽໆǴӅԖѤᚒᑽໆᡂ໨Ǻ

(45)

߄3-3-9 ௗԏޣ஑཰ࡋᑽໆୢ໨

ௗԏޣ

஑཰ࡋ

Ԗޕ᛽ޑ ჹܭךགྷाפ൨ޑᓓ໯ᜪࠠ(ӵВҁ਑౛ǵကԄ਑౛)Ǵ ךࢂڀԖ࣬ᜢޕ᛽ޑ

Ԗ࿶ᡍޑ ӧךགྷाפ൨ޑᓓ᡺ᜪࠠύǴךޑҔᓓ࿶ᡍᆉࢂᙦ൤

੃৲ᡫ೯ޑ ӧךགྷाפ൨ޑᓓ᡺ᜪࠠύǴךޑ੃৲ࡐᡫ೯ ϣՉޑ ӧךགྷाפ൨ޑᓓ᡺ᜪࠠύǴךᆉࢂ΋ՏՉৎ

9. ႝηα࿞ਏ݀

ҁᄬय़ஒவႝηα࿞ਏ݀ελٰуаᑽໆǴӅԖΎᚒᑽໆᡂ໨Ǻ ߄3-3-10 ႝηα࿞ਏ݀ᑽໆୢ໨

ႝηα

࿞ਏ݀

ڙቹៜ ำࡋ

ךߚதሡाα࿞ϩ٦ޣ܌ගٮޑၗૻǴӢࣁჹᒧ᏷ᓓ᡺Ԗᔅ շ

ך཮຾Չεໆޑཛྷ൨܈ว߄ୢᚒǴаڗள܌ሡޑα࿞ၗૻ

ךᇡࣁα࿞ϩ٦ޣޑཀـ཮ቹៜךᒧ᏷ᓓ᡺ޑ،ۓ

ךᇡࣁα࿞ϩ٦ޣ཮ගٮ΋٤ཥၗૻǴ܈ࢂᡣךݙཀډ҂ම Եቾၸޑୢᚒय़ӛǶ

ךᇡࣁα࿞ϩ٦ޣ܌ගٮޑຑፕࢂ੿ჴޑ ךᇡࣁα࿞ϩ٦ޣ܌ගٮޑຑፕࢂॶளߞᒘޑ

྽ךཛྷ൨όډᓓ᡺ޑα࿞ຑሽਔǴך཮ᜤаΠ،ۓ

10.ᖼວཀӛ

ҁᄬय़ஒவ༤ڔޣڙډႝηα࿞ቹៜԶׯᡂځᖼວཀӛޑำࡋٰуаᑽໆǴ ӅԖٿᚒᑽໆᡂ໨Ǻ

߄ 3-3-11 ᖼວཀӛᑽໆୢ໨

ᖼວ ཀӛ

ᖼວ ཀᜫ

ଷӵך࣮ډԖЎക௢ᙚࢌৎᓓ᡺Ǵך཮Եቾѐ੃຤

᏾ᡏԶقǴჹԖЎക௢ᙚޑᓓ᡺Ǵךޑ੃຤ཀᜫࢂଯޑ

(46)

11.α࿞ᙯ஌ཀᜫ

ҁᄬय़ஒவ༤ڔޣڙډႝηα࿞ቹៜԶቚуځᙯ஌ཀᜫޑำࡋٰуаᑽໆǴ ӅԖٿᚒᑽໆᡂ໨Ǻ

߄3-3-12 ᙯ஌ཀᜫᑽໆୢ໨

α࿞ᙯ

஌ཀᜫ

ᙯ஌

ཀᜫ

ך཮עךԖᑫ፪ޑᓓ᡺௢ᙚЎകǴᙯډܻ϶ޑߞጃ܈ࢂঁΓ ހ΢

ךᇡࣁךԖᑫ፪ޑᓓ᡺௢ᙚЎകǴॶளᙯډܻ϶ޑߞጃ܈ࢂ

ঁΓހ΢

12.୷ҁङඳၗ਑

ҁୢڔ၌ୢ༤ڔޣϐ୷ҁၗ਑ǴϷځࢂցԖӧᆛၡ΢᎙᠐ၸऍ१௢ᙚЎകǴ аٮၗ਑ᑔᒧ܌ሡǺ

߄3-3-12 ୷ҁၗ਑ୢ໨

୷ҁङ ඳၗ਑

᎙᠐

࿶ᡍ

ፎୢாࢂցԖӧᆛၡ΢܈ࢂBBSઠ΢פ൨ၸᓓ᡺࣬ᜢၗૻ

୷ҁ ङඳ

܄ձǵԃសǵ؂ДёЍଛ܌ளǵᙍ཰ǵ നଯᏢᐕ

(47)

ಃѤ࿯ ࣴزჹຝᆶ಍ीϩ݋Бݤ

΋ǵࣴزჹຝᆶୢڔᇆ໣Бݤ

ҁࣴزҞޑӧΑှቹៜ੃຤ޣᒧ᏷ᓓ᡺،฼ޑႝηα࿞ਏ݀ӢનԖব٤ǴӢ ԜѝाԖ٬Ҕၸᆛၡࢗ၌ᓓ᡺ၗૻޣ֡ࣁҁࣴزϐࣴزჹຝǶҗܭᆛၡ٬ҔޣΓ ኧߚதᚳεǴଞჹԜ҆ᡏǴҁࣴزᒧ᏷ᒧ᏷Ѡ᡼നεޑBBSઠǴѠεץ፮፮ჴ཰֝

(PTT)ύᆶ௢ᙚऍ१࣬ᜢޑऍ१ހ(FOOD)ǵڹѱހ(Nightmarket)аϷӞډႫހ (EatToDie)ϐހ϶բࣁܜኬჹຝǶҗܭڙෳޣࣣࣁᆛၡ٬ҔޣǴӢԜҁࣴز௦ᆛၡ

ୢڔБԄǴᗎፎ٬ҔޣԿࡰۓᆛ֟༤ቪୢڔǴ٠ܭ༤ቪֹ౥ࡕᜄଌץჾаҢགᖴǶ җܭҁԛୢڔ௦ᆛ।༤เࠠԄǴڀഢᒪᅅᔠࢗфૈǴ٠ӧୢڔ΋໒ۈջ၌ୢ༤ڔ ޣԖคӧᆛၡ΢ࢗ၌ၸᓓ᡺ၗૻޑ࿶ᡍǴаᑔᒧҁࣴز܌ሡޑࣴزჹຝǶ

Βǵୢڔวܫਔ໔Ϸୢڔኧໆ

ୢڔวܫޑਔ໔வ2009ԃ3Д19ВԿ3Д28ВǴӅ10Ϻޑਔ໔Ǵԏډᕴୢڔ448 ҽǴմନคࢗ၌࿶ᡍ4ҽǴаϷคਏୢڔ49ҽࡕǴഭΠϐԖਏୢڔࣁ395ҽǶ

Οǵၗ਑ϩ݋Бݤ

ҁࣴز௦Ҕ಍ीϩ݋೬ᡏSPSS 15.0ހаϷ่ᄬБำኳԄ೬ᡏLISREL 8.54ހ

଺ࣁၗ਑ϩ݋πڀǴ೸ၸSPSS೬ᡏǴёаଞჹኬҁ௦Չ௶ॊ܄಍ीϩ݋ᆶӢનϩ

݋ǴԶLISREL߾ёа೸ၸ่ᄬБำኳԄٰᔠۓ߻ॊଷᇥࢂցԋҥǶ

(48)

ಃѤക ၗ਑ϩ݋ᆶࣴز่݀

ಃ΋࿯ ኬҁ่ᄬϩ݋

ҁୢڔϐԖਏୢڔࣁ 395 ҽǴԜڙෳኬҁޑ่ᄬஒϩॊӵΠǺ

1. ܄ձǺ

ҁୢڔت܄ڙෳޣэ 44%Ǵζ܄߾э 56%Ǵᗨζ܄ၨت܄ӭр 12%Ǵՠ ٿޣৡຯ٠όεǴӢԜёޕ٬Ҕᆛၡࢗ၌ᓓ᡺ϐα࿞ޑΓα่ᄬǴӧ܄ձ΢

٠คϼεৡຯǶ

2. ԃសǺ

ҁୢڔӧԃស΢ǴኬҁΓኧനӭޑࢂ 19 ډ 25 ྃ(73%)Ǵځԛࢂ 26 ډ 35

ྃ(24%)ǴӢԜኬҁ๊ε೽ҽࢂឦܭԃᇸ௼ဂǶ 3. ௲ػำࡋǺ

җܭୢڔวܫӦᗺࣁѠεץ፮፮ჴ཰֝Ǵ٬Ҕޣ๊εӭኧࣁᏢғǴӢԜ ڙෳޣޑ௲ػำࡋǴаε஑/εᏢଣਠ(71%)эനεӭኧǴځԛࣁࣴز܌(23%)Ƕ 4. ѳ֡ДԏΕރݩǺ

ҁୢڔڙෳޣϐДԏΕа 10000 ϡаΠ(52%)ޑΓኧനӭǴځԛࢂ 10001 ϡ~20000 ϡ(27%)Ǵ೭ࢂҗܭ༤ڔޣεӭኧࣁᏢғޑጔࡺǴӢԜДԏΕୃեǶ

5. ᙍ཰Ǻ

аڙෳޣᙍ཰ԶقǴҗܭҁୢڔวܫӦᗺޑज़ڋǴӢԜаᏢғ(61%)эε ӭኧǶ

Π।߄ 4-1-1 ᏾౛Ԗᜢڙෳޣϐኬҁ่ᄬǺ

(49)

߄ 4-1-1 ڙෳޣϐኬҁ่ᄬ

ᡂ໨ ໨Ҟᇥܴ ኬҁኧ ԭϩК(%)

܄ձ ت 173 44%

ζ 222 56%

ԃស ¹⁸^ྃаΠ 4 1%

19~25ྃ 289 73%

26~35ྃ 96 24%

36~45ྃ 5 1%

46~55ྃ 0 0%

56~65ྃ 0 0%

66(֖)ྃа΢ 1 0%

௲ػำࡋ ^λᏢ 2 1%

୯ύ 0 0%

ଯύ/ଯᙍ 7 2%

஑ࣽ 8 2%

ε஑/εᏢଣਠ 282 71%

ࣴز܌ 91 23%

റγ 5 1%

ѳ֡ДԏΕރݩ ¹⁰⁰⁰⁰^ϡаΠ 204 52%

10001ϡ~20000 ϡ 106 27%

20001~30000ϡ 62 16%

30001~40000ϡ 13 3%

40001~50000ϡ 10 3%

50001ϡа΢ 0 0%

ᙍ཰ ^Ꮲғ 240 61%

ߎᑼߥᓀ 14 4%

ैϦ௲ 24 6%

ᇙ೷཰ 5 1%

୍ܺ཰ 31 8%

ৎᆅ 3 1%

ࣽמ཰ 18 5%

Ծҗ཰ 9 2%

ଏҶΓ঩ 0 0%

ځд 51 13%

(50)

ಃΒ࿯ ᑽໆኳԄϩ݋

ҁ࿯ၗ਑ϩ݋௦Ҕ SPSS for Windows Release 10.0 ಍ी঺း೬ᡏǴࣁᑽໆၗ਑

ޑё᎞܄ᆶ҅ዴ܄Ǵ२Ӄଞჹୢڔໆ߄຾ՉӢનϩ݋Ϸߞࡋϩ݋Ǵᑔᒧӝ፾ޑၗ

਑ࡕǴಔԋനࡕޑ LISREL ࣴزኳࠠǶ

ҁ࿯а SPSS ೬ᡏ຾ՉӢનϩ݋(factor analysis)Ǵ೯தӢનॄ಻ໆᔈεܭ 0.5(஭

ಏᏌǴ҇ 89)ǴӢԜᑔᒧрӢનॄ಻ໆεܭ 0.5 ޑෳໆᡂ໨Ǵаಔԋനಖޑࣴزᚒ

໨Ǵനࡕаߞࡋϩ݋Ӛঁᄬय़ಔԋǶ

΋ǵᡂኧᑔᒧǺ௖઩܄Ӣનϩ݋ݤ

Ӣનϩ݋ЬाҞޑӧаၨϿޑᄬय़ኧҞٰև౜চӃޑၗ਑่ᄬǴӕਔΞૈߥ ӸচԖޑၗ਑่ᄬ܌ගٮޑε೽ϩၗૻǴёᔠۓࢌ٤ᡂኧ໔ޑଷ೛ᜢ߯ǹջёஒ Ⴃෳᚒ໨уаᙯඤ٬ځ่ᄬൂપϯǴӕਔճҔനεᡂ౦ݤᙯືȐvarimax rotationȑǴ

٬Ӛᡂ໨ӧ؂΋Ӣηॄ಻ໆޑѳБکၲԿനεॶǴ٠ڀԖၨ٫ޑှញૈΚǴаࡌ ᄬ၀ԛໆ߄ϐਏࡋǴԶࡌ᝼ޑӢનॄ಻ໆᔈεܭ0.5(஭ಏᏌǴ҇89)Ƕ᏾ᡏၸำᇥܴ

ӵΠǺ

1. ٰྍёߞࡋǺ

Ԝᄬय़ӅԖϤᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ ߄ 4-2-1 ٰྍёߞࡋӢનᑔᒧ

ᡂኧЬᄬय़ मЎжဦ Ӣનॄ಻ໆ ᑔᒧ

ٰྍёߞࡋ CD1 .719

CD2 .620

CD3 .740

CD4 .749

(51)

CD5 .586

CD6 .598

2. ϣ৒ၗૻ܄Ǻ

Ԝᄬय़ӅԖѤᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ ߄ 4-2-2 ϣ৒ၗૻ܄Ӣનᑔᒧ

ϣ৒ၗૻ܄ IF1 .779

IF2 .836

IF3 .840

IF4 .776

3. ຑፕኧໆǺ

Ԝᄬय़ӅԖٿᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ ߄ 4-2-3 ຑፕኧໆӢનᑔᒧ

ຑፕኧໆ CN1 .804

CN2 .804

4. ຑፕϩଛǺ

Ԝᄬय़ӅԖΟᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ ߄ 4-2-4 ຑፕϩଛӢનᑔᒧ

ຑፕϩଛ CDI1 .799

CDI2 .836

(52)

CDI3 .614

5. α࿞Бӛᆶ௃ᆣϯำࡋǺ

Ԝᄬय़ӅԖѤᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴԶ PO2 ޑӢનॄ಻ໆ ᗨฅ಄ӝ኱ྗǴՠᚒཀᆶ PO1 ࣬షౄǴࡺմନϐǶ

߄ 4-2-5 α࿞Бӛᆶ௃ᆣϯำࡋӢનᑔᒧ

α࿞Бӛᆶ

௃ᆣϯำࡋ

PO1 .730

PO2 .683 X

PO3 .655

PO4 .715

6. ၗૻᙦ൤ࡋǺ

Ԝᄬय़ӅԖϖᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ ߄ 4-2-6 ၗૻᙦ൤ࡋӢનᑔᒧ

ၗૻᙦ൤ࡋ EM1 .622

EM2 .624

EM3 .638

EM4 .741

EM5 .717

7. ௗԏޣவ౲໼ӛǺ

Ԝᄬय़ӅԖѤᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ

(53)

߄ 4-2-7 ௗԏޣவ౲໼ӛӢનᑔᒧ

ௗԏޣவ౲໼ӛ CF1 .746

CF2 .809

CF3 .818

CF4 .754

8. ௗԏޣ஑཰ࡋǺ

Ԝᄬय़ӅԖѤᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ ߄ 4-2-8 ௗԏޣ஑཰ࡋӢનᑔᒧ

ௗԏޣ஑཰ࡋ RP1 .828

RP2 .895

RP3 .905

RP4 .908

9. ႝηα࿞ਏ݀Ǻ

Ԝᄬय़ӅԖѤᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ ߄ 4-2-9 ႝηα࿞ਏ݀Ӣનᑔᒧ

ႝηα࿞ਏ݀ WOM1 .792

WOM2 .735

WOM3 .832

WOM4 .756

(54)

WOM5 .747

WOM6 .764

WOM7 .585

10.ᖼວཀӛǺ

Ԝᄬय़ӅԖٿᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ ߄ 4-2-10 ᖼວཀӛӢનᑔᒧ

ᖼວཀӛ RE1 .861

RE2 .861

11.α࿞ᙯ஌ཀᜫ

Ԝᄬय़ӅԖٿᚒෳໆᡂ໨ǴӚᚒӢનॄ಻ໆࣣຬၸ 0.5ǴӢԜόϒմନǶ ߄ 4-2-11 α࿞ᙯ஌ཀᜫӢનᑔᒧ

ᖼວཀӛ TI1 .956

TI2 .956

࿶җ SPSS Ӣનϩ݋ϐࡕǴஒচҁޑ 43 ᚒୢ໨Ǵմ෧ԋ 42 ᚒǴ૟ஒঅ҅ࡕޑ

ෳໆᡂ໨ᆶځᘜឦᄬय़Ǵа LISREL ኳࠠύޑжဦ߄ҢǴ᏾౛ӵ߄ 4-2-12Ǻ