屏東大學游泳池暨體適能館消費者體驗行銷、體驗價值與幸福感之研究

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(1)୯ҥࡀܿεᏢᡏ‫ػ‬Ꮲ‫س‬ ᅺγᏢՏፕЎ. ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍՉ ᎍǵᡏᡍሽॶᆶ۩ᅽགϐࣴ‫ز‬. ࣴ ‫ ز‬ғǺࠬΚᇬ ࡰᏤ௲௤Ǻ໳Һ໐ റγ ύ๮҇୯΋̋ϖԃΟД.

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(3) ᖴᇞ! !!!!ӧ೭ࢤᅺγ‫؃‬ᏢғఱύǴჴӧࡐགᖴ‫ي‬ᜐԖٗሶӭ‫ޑ‬຦Γ࣬շǴ ᡣ‫ך‬ԋߏ຾‫؁‬೚ӭǴᏢಞБय़‫׳‬ගϲ‫ډ‬Α΋ঁ‫׳‬ଯ‫ޑ‬ቫԛǶԶ೭΋ၡ ΢ाགᖴ‫ޑ‬ΓࡐӭǴ२ӃǴाӃᖴᖴ‫ޑך‬ፕЎࡰᏤ௲௤໳Һ໐௲௤Ǵ όჇ‫ޑྠځ‬ҔЈࡰᏤ‫ך‬Ǵࣁ‫ך‬ှൽញᅪǵࡰᗺ଎ࢭϐѦǴҭᔅշ‫ך‬ዴ ҥፕЎࣴ‫ޑز‬БӛϷࢎᄬǴӧԜѸ໪ाठ΢നు‫ޑ‬ལཀᆶགᖴǶќѦǴ Ψाགᖴ‫ޑך‬α၂‫ہ‬঩݅⍋ඵ௲௤Ϸ໳ऍࣔ௲௤Ǵ‫ܭ‬ԭԆϐύኘϧ᎙ ᠐‫ޑך‬ፕЎǴ٠ࡰрԖࡑ‫ׯ‬๓ϐೀǴ๏ϒΑࡐӭᝊ຦ࡌ᝼ᆶࡰ௲Ǵ٬ Ꮲғӧࣴ‫ز‬Ꮲಞ΢ᕇள‫׳‬ӭ‫ޑ‬Ꮲೌ࿶ᡍǶ! !!!!གᖴ‫܌‬ԖࡀܿεᏢӕᏢॺǴӢࣁԖգॺ‫ޑ‬ഉՔ‫ک‬ӅᏢǴᡣ‫ך‬ӧᏢ ಞၸำԖ‫׳‬ӭ‫ߞޑ‬Јᆶ୏ΚǴԶӧ‫ך‬ၶ‫ډ‬ӚᅿᏢಞୢᚒਔǴ‫ࢂ׳‬዗Ј ᔅշ‫ך‬ǵှ،‫ך‬ӚᅿᏢಞ΢‫ޑ‬ୢᚒǶ! !!!!നࡕǴགᖴ‫ך‬നལང‫ޑ‬ৎΓǺѪѪǵ‫ݿݿ‬ǵ༰༰ǵ‫׌׌‬ǵ‫ۂۂ‬а Ϸζ϶Ǵӧ‫ך‬ᏢಞၸำύᓨᓨЍ࡭ϷႴᓰǴٗ٤ഉՔӧୁ‫ྕޑ‬ཪǴԋ ࣁ‫଺ך‬Ꮲୢਔനமε‫ޑ‬ЈᡫЍࢊǴቚу‫ޑך‬ᏢಞߞЈǴ྽‫ך‬ၶ‫֚ډ‬ᜤ ‫ک‬਋‫ש‬ਔǴᡣ‫ך‬Ԗ୏Κѐլܺ΋Ϫ౟ᓍǶനࡕǴགᖴӧ‫؃ך‬Ꮲਓ೼ύǴ ๏ϒၸ‫ך‬ҺՖᔅշ‫ک‬Ѝ࡭‫϶ܻޑ‬Ǵ໻‫ܭ‬ϞВᆶգॺϩ٦‫ך‬നε‫ޑ‬഻৹Ǵ ᆉࢂಠ߄‫ޑך‬གৱϐЈǶ! !!!!΋ঁ໘ࢤ‫״่ޑ‬٠ߚΓғ‫״่ޑ‬ǴԶ΋ঁ໘ࢤ‫ޑ‬ԋ൩ΨߚΓғ‫ޑ‬ i.

(4) ӄ೽ԋ൩Ǵջ٬ᅺγғఱςჄΠ΋ঁֹᅈ‫ޑ‬ѡဦǴԶឦ‫ܭ‬҂ٰ‫ࡷޑ‬Ꮿ ωஒा໒‫ۈ‬ǶԜࡕǴ‫ך‬όӆԖৣߏ‫ޑ‬ඩඩ௲ᇧǴ‫׳‬όӆԖᏢୢϷ‫ޕ‬᛽ ӧ߻ࣁ‫ך‬ਔ‫څ‬ЇၡǴ೭΋ၡ΢ሡा‫׳‬ӭ‫ޑ‬ඵች‫୲ک‬ኾ‫ޑ‬،ЈǶ‫ך‬ය೚ Ծρஒਔਔа೭ࢤ‫؃‬ᏢྃДࣁࠀᓰǴගᒬԾρᔈ྽૶ள೭٤࡫ཛǵᏟ ର‫૶ޑ‬ᏫǴ٠а೭ኬ‫ޑ‬คࣙᆒઓѐय़ჹ۳ࡕ‫ޑ‬ΓғϐၡǶ൩ᆉஒᇻᚆ ਠ༜Ǵՠ‫ך‬٩ᙑ཮ոΚᝩុӛ߻ՉǶ! ! ! ! ! ! ! ! ! ! ! ! ࠬΚᇬ ᙣठ 2016 ԃ 7 Д ii.

(5) ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍՉᎍǵᡏ ᡍሽॶᆶ۩ᅽགϐࣴ‫ز‬ ύЎᄔा ҁࣴ‫ز‬Ҟ‫ޑ‬ӧᕕှࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍՉᎍǵᡏᡍሽॶᆶ ۩ᅽགϐ౜‫ݩ‬Ǵ٠ϩ‫݋‬όӕङඳᡂ໨ϐΠࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬Ǵ‫ځ‬ ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐৡ౦௃‫׎‬Ǵനࡕӆ௖૸ᡏᡍՉᎍǵᡏ ᡍሽॶᆶ۩ᅽགϐቹៜᜢ߯Ƕҁࣴ‫ز‬௦ߡճ‫ڗ‬ኬБԄ຾Չୢ‫ڔ‬ፓࢗǴ аࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫زࣴࣁޣ‬ჹຝǴ೸ၸ༤ቪว‫ܫ‬ୢ‫ڔ‬ǴӅӣԏ 400 ҽୢ‫ڔ‬Ƕকନคਏୢ‫ ڔ‬40 ҽࡕǴள‫ډ‬Ԗਏୢ‫ ڔ‬360 ҽǴԖਏӣ ԏ‫܌‬ளၗ਑࿶ඔॊ಍ीǵൂӢηӭᡂໆᡂ౦ኧϩ‫݋‬ǵഓ຤٣ࡕКၨǵ ৩ၡϩ‫݋‬฻Б‫ݤ‬຾Չၗ਑ϩ‫݋‬Ǵ‫܌‬ள่ፕӵΠǺ ΋ǵġ ࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ǴЬाࣁ‫܄ت‬ǵԃសࣁ 20-30 ྃǴஆ࠷ ‫ࣁݩރ‬҂ஆۚӭǵ௲‫ػ‬ำࡋࣁε஑ଣਠۚӭǵ‫؂‬ДԏΕࣁ 15,000 നӭǵᙍ཰ࣁᏢғനӭǵӕՉჹຝࣁܻ϶ۚӭϷߚ཮঩ۚӭǶ Βǵġ ࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ځޣ‬ᡏᡍՉᎍம১ำࡋ٩‫ࡘࣁׇ‬Եᡏᡍǵ ᜢᖄᡏᡍǵ௃གᡏᡍǵՉ୏ᡏᡍǶ Οǵġ ࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ځޣ‬ᡏᡍሽॶம১ำࡋ٩‫୍ܺࣁׇ‬ᓬຫ‫܄‬ǵ ፪‫܄ښ‬ǵऍགǵ‫׫‬ၗൔၿ౗Ƕ Ѥǵġ ࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫۩ځޣ‬ᅽགம১ำࡋ٩‫࠼ࣁׇ‬ᢀ۩ᅽགǵ Ьᢀ۩ᅽགǶ ϖǵġ όӕ‫܄‬ձǵԃសǵஆ࠷‫ݩރ‬ǵ௲‫ػ‬ำࡋǵ‫؂‬ДԏΕǵᙍ཰ǵӕ Չჹຝǵ཮঩ᆶߚ཮঩ϐࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ܭޣ‬ᡏᡍՉᎍቫ य़ၲᡉ๱ৡ౦Ƕ iii.

(6) Ϥǵġ όӕ‫܄‬ձǵԃសǵஆ࠷‫ݩރ‬ǵ௲‫ػ‬ำࡋǵ‫؂‬ДԏΕǵᙍ཰ǵӕ Չჹຝǵ཮঩ᆶߚ཮঩ϐࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ܭޣ‬ᡏᡍሽॶቫ य़ၲᡉ๱ৡ౦Ƕ Ύǵġ όӕ‫܄‬ձǵԃសǵஆ࠷‫ݩރ‬ǵ௲‫ػ‬ำࡋǵ‫؂‬ДԏΕǵᙍ཰ǵӕ Չჹຝǵ཮঩ᆶߚ཮঩ϐࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫۩ܭޣ‬ᅽགቫय़ ၲᡉ๱ৡ౦Ƕ Ζǵġ ࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ϐᡏᡍՉᎍჹᡏᡍሽॶ‫ڀ‬Ԗ҅ӛϐቹៜǹ ᡏᡍሽॶჹ۩ᅽག‫ڀ‬Ԗ҅ӛϐቹៜǹᡏᡍՉᎍᙖҗᡏᡍሽॶჹ ۩ᅽགԖ҅ӛϐቹៜǶ. ᜢᗖຒǺ੃຤‫ޣ‬ǵᡏᡍՉᎍǵᡏᡍሽॶǵ۩ᅽག. iv.

(7) Pingtung University of pool-cum-fitness Pavilion Consumer Experience Earketing, Research Value and Well-being of the Experience. Abstract. This study aimed at understanding the consumer experience marketing Pingtung University of pool and experience the value of the status and well-being, the analysis of different background variables swimming pool at National Pingtung University of consumer marketing experience differences in their experience the value and happiness of the situation, and finally discussion experiential marketing, experience affect the relationship between value and happiness of. In this study, mining convenient way of sampling questionnaires to Pingtung University Pool consumers as the research object, by filling in questionnaires, 360 questionnaires were returned, 40 parts after excluding invalid questionnaires to obtain 360 valid questionnaires, the effective recovery of the resulting data by the description statistics, single factor multivariate analysis of variance methods show post hoc fees, pathway analysis, data analysis, and the resulting conclusions wore as follows:. v.

(8) 1. Consumers Pingtung University swimming pool, predominantly male, aged 20-30 years, mostly unmarried marital status, level of education for the majority of universities, the monthly income of up to 15,000, most vocational students, peer objects as a friend members and non-members and the majority of non-member majority. 2. Consumers pool their experience Pingtung University of marketing for thinking about how strongly sequentially experience related experience, emotional experience, mobile experience. 3. Pingtung University pool of consumers to experience the value of their degree of strength in order, was the superiority of service, fun, beauty, ROI. 4. Consumers Pingtung University of pool the strength of its well-being in order, was the degree of objective happiness, subjective well-being. 5. Gender, age, marital status, education level, monthly income, occupation, peer objects, members and non-members of the pool of consumers Pingtung University of significant differences in the level of marketing experience. 6. Age, marital status, education level, monthly income, occupation, peer objects, members and non-members of the pool of consumers Pingtung University were significant differences in the value of experience level.. vi.

(9) 7. Age, marital status, monthly income, occupation of the consumer pool Pingtung University were significant differences in happiness levels.. 8. Pingtung University of experiential marketing pool of consumers hade a positive value on the experience of the impact; the value of experience had a positive impact on the well-being; experiential marketing by the value of experience had a positive impact on happiness.. Keywords: Consumers, marketing experience, experience value, happiness. vii.

(10) Ҟԛ ᖴᇞ............................................................................................................. i ύЎᄔा................................................................................................... iii ABSTRACT ...............................................................................................v Ҟԛ......................................................................................................... viii ߄ԛ........................................................................................................... xi კԛ......................................................................................................... xix ಃ΋ക. ᆣፕ ..........................................................................................1. ಃ΋࿯. ࣴ‫ز‬ङඳᆶ୏ᐒ ...................................................................1. ಃΒ࿯. ࣴ‫ز‬Ҟ‫ ޑ‬...............................................................................4. ಃΟ࿯. ࣴ‫ز‬ୢᚒ ...............................................................................4. ಃѤ࿯. ࣴ‫ز‬ጄൎ ...............................................................................5. ಃϖ࿯. Ӝຒញက ...............................................................................6. ಃΒക. Ў᝘௖૸ ..................................................................................7. ಃ΋࿯. ᡏᡍՉᎍ ...............................................................................7. ಃΒ࿯. ᡏᡍሽॶ .............................................................................11. ಃΟ࿯. ۩ᅽག .................................................................................15. viii.

(11) ಃѤ࿯. ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐ࣬ᜢࣴ‫ ز‬.....................19. ಃϖ࿯. ҁകᕴ่ .............................................................................20. ಃΟക. ࣴ‫ز‬Б‫ ݤ‬................................................................................22. ಃ΋࿯. ࣴ‫ࢎز‬ᄬ .............................................................................22. ಃΒ࿯. ࣴ‫ࢬز‬ำ .............................................................................24. ಃΟ࿯. ࣴ‫ز‬ଷ೛ .............................................................................25. ಃѤ࿯. ࣴ‫ز‬Б‫ݤ‬ᆶჹຝ .................................................................26. ಃϖ࿯. ࣴ‫ز‬π‫ ڀ‬.............................................................................27. ಃϤ࿯. ၗ਑ೀ౛ .............................................................................46. ಃѤക. ่݀ᆶ૸ፕ ............................................................................47. ಃ΋࿯. ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ङඳϩ‫ ݋‬...............47. ಃΒ࿯. ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍՉᎍϩ‫ ݋‬.......49. ಃΟ࿯. ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍሽॶϩ‫ ݋‬.......67. ಃѤ࿯. ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫۩ޣ‬ᅽགϩ‫ ݋‬...........84. ಃϖ࿯. ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍՉᎍǵ ᡍሽॶᆶ۩ᅽགϐ৩ၡϩ‫ ݋‬........................................103. ಃϖക. ่ፕᆶࡌ᝼ ..........................................................................108 ix.

(12) ಃ΋࿯ ่ፕ .......................................................................................108 ಃΒ࿯ ࡌ᝼ .......................................................................................112 ୖԵЎ᝘.................................................................................................116 ߕᒵ΋.....................................................................................................124 ߕᒵΒ.....................................................................................................128 ߕᒵΟ.....................................................................................................132. x.

(13) ߄ԛ ߄ 2-1 ۩ᅽགϐᑽໆ࣬ᜢЎ᝘߄ ..........................................................17 ߄ 3-1 ᡏᡍՉᎍໆ߄ϐᄬय़ᆶᚒ໨ ......................................................28 ߄ 3-2 ᡏᡍሽॶໆ߄ϐᄬय़ᆶᚒ໨ ......................................................30 ߄ 3-3 ۩ᅽགໆ߄ϐᄬय़ᆶᚒ໨ ..........................................................32 ߄ 3-4 ᡏᡍՉᎍໆ߄໨Ҟϩ‫݋‬ᄔा߄ ..................................................34 ߄ 3-5 ۩ᅽགໆ߄ϐᄬय़ᆶᚒ໨ ..........................................................36 ߄ 3-6 ۩ᅽགໆ߄ϐᄬय़ᆶᚒ໨ ..........................................................37 ߄ 3-7 ᡏᡍՉᎍໆ߄Ӣનϩ‫݋‬ᄔा߄ ..................................................39 ߄ 3-8 ᡏᡍሽॶໆ߄Ӣનϩ‫݋‬ᄔा߄ ..................................................41 ߄ 3-9 ۩ᅽགໆ߄Ӣનϩ‫݋‬ᄔा߄ ......................................................43 ߄ 3-10 ᡏᡍՉᎍߞࡋᄔा߄ ................................................................44 ߄ 3-11 ᡏᡍሽॶߞࡋᄔा߄ ..............................................................45 ߄ 3-12 ۩ᅽགߞࡋᄔा߄ ....................................................................45 ߄ 4-1 ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ङඳᡂ໨ϩ‫݋‬ᄔा߄ ......48 ߄ 4-2 ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍՉᎍӚᚒ໨ϐளϩ௃ ‫׎‬ᄔा߄ ......................................................................................51 xi.

(14) ߄ 4-3 όӕ‫܄‬ձϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢ ϐৡ౦ϩ‫ ߄݋‬..............................................................................54 ߄ 4-4 όӕ‫܄‬ձϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢ ϐৡ౦ϩ‫݋‬ᄔा߄ ......................................................................54 ߄ 4-5 όӕԃសϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢ ϐৡ౦ϩ‫ ߄݋‬..............................................................................55 ߄ 4-6 όӕԃសϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢ ϐৡ౦ϩ‫݋‬ᄔा߄ ......................................................................56 ߄ 4-7 όӕஆ࠷‫ݩރ‬ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉ ᎍ΢ϐৡ౦ϩ‫ ߄݋‬......................................................................57 ߄ 4-8 όӕஆ࠷‫ݩރ‬ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉ ᎍ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ..............................................................57 ߄ 4-9 όӕ௲‫ػ‬ำࡋϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉ ᎍ΢ϐৡ౦ϩ‫ ߄݋‬......................................................................59 ߄ 4-10 όӕ௲‫ػ‬ำࡋϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉ ᎍ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ............................................................59 ߄ 4-11 όӕ‫؂‬ДԏΕϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉ ᎍ΢ϐৡ౦ϩ‫ ߄݋‬....................................................................61 xii.

(15) ߄ 4-12 όӕ‫؂‬ДԏΕϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉ ᎍ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ............................................................61 ߄ 4-13 όӕᙍ཰ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢ ϐৡ౦ϩ‫ ߄݋‬............................................................................62 ߄ 4-14 όӕᙍ཰ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢ ϐৡ౦ϩ‫݋‬ᄔा߄ ....................................................................63 ߄ 4-15 όӕӕՉჹຝϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉ ᎍ΢ϐৡ౦ϩ‫ ߄݋‬....................................................................65 ߄ 4-16 όӕӕՉჹຝϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍՉ ᎍ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ............................................................65 ߄ 4-17 όӕ཮঩ᆶߚ཮঩ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏ ᡍՉᎍ΢ϐৡ౦ϩ‫ ߄݋‬............................................................66 ߄ 4-18 όӕ཮঩ᆶߚ཮঩ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏ ᡍՉᎍ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ....................................................67 ߄ 4-19 ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍሽॶӚᚒ໨ளϩ௃‫׎‬ ᄔा߄.........................................................................................69 ߄ 4-20 όӕ‫܄‬ձϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽॶ΢ ϐৡ౦ϩ‫ ߄݋‬............................................................................71 xiii.

(16) ߄ 4-21 όӕ‫܄‬ձϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽॶ΢ ϐৡ౦ϩ‫݋‬ᄔा߄ ....................................................................72 ߄ 4-22 όӕԃសϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽॶ΢ ϐৡ౦ϩ‫ ߄݋‬............................................................................73 ߄ 4-23 όӕԃសϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽॶ΢ ϐৡ౦ϩ‫݋‬ᄔा߄ ....................................................................73 ߄ 4-24 όӕஆ࠷‫ݩރ‬ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽ ॶ΢ϐৡ౦ϩ‫ ߄݋‬....................................................................75 ߄ 4-25 όӕஆ࠷‫ݩރ‬ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽ ॶ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ............................................................75 ߄ 4-26 όӕ௲‫ػ‬ำࡋϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽ ॶ΢ϐৡ౦ϩ‫ ߄݋‬....................................................................76 ߄ 4-27 όӕ௲‫ػ‬ำࡋϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽ ॶ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ............................................................77 ߄ 4-28 όӕ‫؂‬ДԏΕϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽ ॶ΢ϐৡ౦ϩ‫ ߄݋‬....................................................................78 ߄ 4-29 όӕ‫؂‬ДԏΕϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽ ॶ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ............................................................79 xiv.

(17) ߄ 4-30 όӕᙍ཰ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽॶ΢ ϐৡ౦ϩ‫ ߄݋‬............................................................................80 ߄ 4-31 όӕᙍ཰ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽॶ΢ ϐৡ౦ϩ‫݋‬ᄔा߄ ....................................................................80 ߄ 4-32 όӕӕՉჹຝϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽ ॶ΢ϐৡ౦ϩ‫ ߄݋‬....................................................................82 ߄ 4-33 όӕӕՉჹຝϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏᡍሽ ॶ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ............................................................82 ߄ 4-34 όӕ཮঩ᆶߚ཮঩ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏ ᡍሽॶ΢ϐৡ౦ϩ‫ ߄݋‬............................................................84 ߄ 4-35 όӕ཮঩ᆶߚ཮঩ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧᡏ ᡍሽॶ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ....................................................84 ߄ 4-36 ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫۩ޣ‬ᅽགӚᚒ໨ϐளϩ௃‫׎‬ ᄔा߄.........................................................................................86 ߄ 4-37 όӕ‫܄‬ձϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག΢ϐ ৡ౦ϩ‫ ߄݋‬................................................................................88 ߄ 4-38 όӕ‫܄‬ձϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག΢ϐ ৡ౦ϩ‫݋‬ᄔा߄ ........................................................................88 xv.

(18) ߄ 4-39 όӕԃសϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག΢ϐ ৡ౦ϩ‫ ߄݋‬................................................................................89 ߄ 4-40 όӕԃសϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག΢ϐ ৡ౦ϩ‫݋‬ᄔा߄ ........................................................................90 ߄ 4-41 όӕஆ࠷‫ݩރ‬ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག ΢ϐৡ౦ϩ‫ ߄݋‬........................................................................91 ߄ 4-42 όӕஆ࠷‫ݩރ‬ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ................................................................91 ߄ 4-43 όӕ௲‫ػ‬ำࡋϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག ΢ϐৡ౦ϩ‫ ߄݋‬........................................................................92 ߄ 4-44 όӕ௲‫ػ‬ำࡋϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ................................................................92 ߄ 4-45 όӕ‫؂‬ДԏΕϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག ΢ϐৡ౦ϩ‫ ߄݋‬........................................................................94 ߄ 4-46 όӕ‫؂‬ДԏΕϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ................................................................94 ߄ 4-47 όӕᙍ཰ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག΢ϐ ৡ౦ϩ‫ ߄݋‬................................................................................95 xvi.

(19) ߄ 4-48 όӕᙍ཰ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག΢ϐ ৡ౦ϩ‫݋‬ᄔा߄ ........................................................................95 ߄ 4-49 όӕӕՉჹຝϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག ΢ϐৡ౦ϩ‫ ߄݋‬........................................................................97 ߄ 4-50 όӕӕՉჹຝϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ᅽག ΢ϐৡ౦ϩ‫݋‬ᄔा߄ ................................................................97 ߄ 4-51 όӕ཮঩ᆶߚ཮঩ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ ᅽག΢ϐৡ౦ϩ‫ ߄݋‬................................................................98 ߄ 4-52 όӕ཮঩ᆶߚ཮঩ϐࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ӧ۩ ᅽག΢ϐৡ౦ϩ‫݋‬ᄔा߄ ........................................................98 ߄ 4-53 ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍՉᎍϐ٣ࡕКၨᄔ ा߄...........................................................................................100 ߄ 4-54 ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍሽॶϐ٣ࡕКၨᄔ ा߄...........................................................................................101 ߄ 4-55 ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫۩ޣ‬ᅽགϐ٣ࡕКၨᄔा ߄...............................................................................................102 ߄ 4-56 ᡏᡍՉᎍჹᡏᡍሽॶϐ଑ᘜϩ‫߯݋‬ኧ߄ .............................103 ߄ 4-57 ᡏᡍሽॶჹ۩ᅽགϐ଑ᘜϩ‫߯݋‬ኧ߄ .................................104 xvii.

(20) ߄ 4-58 ᡏᡍՉᎍჹ۩ᅽགϐ଑ᘜϩ‫߯݋‬ኧ߄ .................................105 ߄ 4-59 ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐ଑ᘜϩ‫߯݋‬ኧ߄ .............106. xviii.

(21) კԛ კ 3-1 ࣴ‫ࢎز‬ᄬ .....................................................................................23 კ 3-2 ࣴ‫ࢬز‬ำ .....................................................................................24 კ 4-1 ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐ৩ၡ ...................................106. xix.

(22) ಃ΋ക. ᆣፕ. ġ ġ ҁࣴ‫ز‬Ьा௖૸ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍՉᎍǵᡏ ᡍሽॶᆶ۩ᅽགϐᜢ߯Ǵ٠ஒ೸ၸჴ᛾ࣴ‫ز‬ၲ‫ډ‬Ԝ΋ࣴ‫ز‬Ҟ‫ޑ‬Ƕ‫׆‬ఈ ᙖҗҁࣴ‫่݀ز‬Ǵග‫࣬ٮ‬ᜢၮ୏൑ᓔբࣁୖԵ٩ᏵǴளаΑှՉᎍᆅ ౛ਔ‫܌‬ሡϐ฼ౣǴബ೷‫׳‬ε‫ޑ‬࿶ᔼਏ੻ǶҁകᕴӅϩࣁϖ࿯Ǻಃ΋࿯ǵ ࣴ‫ز‬ङඳᆶ୏ᐒǹಃΒ࿯ǵࣴ‫ز‬Ҟ‫ޑ‬ǹಃΟ࿯ǵࣴ‫ز‬ୢᚒǹಃѤ࿯ǵ ࣴ‫ز‬ጄൎǹಃϖ࿯ǵӜຒញကǶ. ಃ΋࿯. ࣴ‫ز‬ङඳᆶ୏ᐒ. ġ ġ ᒿ๱୯଼҇நҶ໕ཀ᛽ගϲϷຼҶΒВ‫ޑڋ‬ჴࡼǴ୯҇ჹҶ໕ၮ ୏‫ޜ‬໔‫ޑ‬ሡ‫࣬؃‬ჹቚуȐᒘࠧ໢Ǵ2009ȑǶฅԶǴҗ‫҇ܭ‬໔ၮ୏൑ᓔ Ԗज़ǴӢԜҞ߻ࡹ۬ᐒᜢૈග‫ٮ‬ϐၮ୏൑ᓔ೛ࡼǴ྽ឦεᏢϐ೬ฯᡏ ၮ୏೛ࡼനࣁ଼ӄǴΨၨૈ಄ӝ΋૓҇౲வ٣Ҷ໕ၮ୏ϐሡ‫؃‬Ȑᄃϑ ๮Ǵ2005ȑǶ߈ԃٰǴεᏢᡏ‫ػ‬೛ࡼ‫ޑ‬࿶ᔼᆅ౛‫׎‬ԄǴςᒿӕࡹ࿶ᕉ ნ‫ޑ‬ᙯᡂԶԖ‫܌‬ፓ᏾Ǵ٬ளεᏢၮ୏೛ࡼନ௲‫ػ‬ϷҶ໕фҔѦǴᗋள ުॄᔼၮᓸΚǹԶᡏ‫ػ‬൑ᓔ‫ޑ‬фૈǴҭவၸѐൂપ‫ޑ‬௲Ꮲǵ૽ግϷܺ ୍٬ҔǴԖ೴‫؁‬ᗌӛҾ཰ϯᆅ౛‫ޑ‬ᖿ༈Ȑந҅‫ت‬Ǵ2010ȑǶࣴ‫ܭޣز‬ εᏢ‫؃‬Ꮲ໘ࢤ໒‫ۈ‬Ǵ΋ၡ࣮๱ਠ༜җѝԖ࠻Ѧෞ‫ݚ‬ԣǴ‫ډ‬౜ӧᑫࡌֹ ԋ‫࠻ޑ‬ϣෞ‫ݚ‬ԣᄤᡏ፾ૈᓔǴ੃຤‫ޣ‬ΓኧΨ೴ᅌቚуǶҞ߻ࡀܿεᏢ 1.

(23) ࣁࠄ೽୯ҥεᏢύǴᏱԖԾॄᔼၮᆅ౛ೢҺ‫ޑ‬ෞ‫ݚ‬ԣᆶᡏ፾ૈᓔǴࡺ ҁࣴ‫ز‬ஒаࡀܿεᏢᄤᡏ፾ૈᓔࣁࣴ‫ز‬ЬᡏǶ ġ ġ ӧᡏᡍ࿶ᔮਔжǴౢࠔ‫ޑ୍ܺ܈‬௢ቶǴᔈӃҗᡏᡍ‫ޑ‬ග‫ٮ‬໒‫ۈ‬Ǵ ฅࡕᡣ੃຤‫ޣ‬ౢғӚᅿ੃຤ሽॶ‫ޑ‬ᇡӕǴϐࡕω཮Ԗനಖ‫੃ޑ‬຤Չࣁ Ȑ؇ቼᓪǵ஭ܱ҅Ǵ2008ȑǶԶਥᏵ୯ϣࣴ‫ࡰز‬рǴౢࠔ೸ၸᡏᡍՉ ᎍ‫ޑ‬БԄᎍ୧ǴନΑૈᡣ੃຤‫ޣ‬ᕕှౢࠔѦǴ‫ૈ׳‬ᆢ࡭ᔈԖ‫ޑ‬ሽॶǴ ࣗԿ஥ٰ‫׳‬ӳ‫ޑ‬ᎍ୧ᕮਏȐ݅ܳኾǵᙔШܻǴ2003ȑǶᡏᡍՉᎍ‫ޑ‬ᢀ ᗺஒขᗺ‫ܫ‬ӧ៝࠼ᡏᡍ΢ǴӢࣁ੃຤‫ޣ‬๱ख़‫ޑ‬ςόӆࢂ୘ࠔҁ‫ي‬ǴԶ ࢂӧ੃຤ၸำύ஥๏੃຤‫ޑޣ‬ᡏᡍȐ໳ࢀ◚Ǵ2005ȑ Ƕ٩Ᏽࣴ‫ز‬ว౜Ǵ ୍ܺᆶࢲ୏‫ޑ‬ҺՖ࿶ᔼೕჄᔕुǵ೛ीаϷϣ৒Եໆ฻ᅿᅿӢનǴ֡ Ѹ໪а៝࠼ᡏᡍࣁ٩ᘜȐഋ΋఼Ǵ2006ǹ໳ࢀ◚Ǵ2005ȑ Ƕ໳ࢀ◚Ȑ2005ȑ ࣴ‫ز‬ፓࢗࡰрǴᡏᡍՉᎍΏ೸ၸག‫۔‬ǵ௃གǵՉ୏ǵࡘԵᆶᜢᖄϖय़ ӛ຾ՉՉᎍǴ٬ঁձ៝࠼ౢғᐱ੝ᡏᡍǴ٠ౢғౢࠔ‫ޑ୍ܺ܈‬ᇡӕǴ ගϲ᏾ᡏ੃຤ሽॶǶ೭ϖঁय़ӛǴΨ൩ࢂ‫܌‬ᒏ‫ޑ‬ϕ୏Ǵ੃຤ၸำύǴ ೭٤ϕ୏཮Їว੃຤‫ޣ‬ჹ‫ܭ‬ౢࠔᄊࡋϷ੃຤ᕮਏ‫܌‬ག‫࣬ޑډڙ‬ჹୃ ӳำࡋǴ຾Զߦ‫੃ځ‬຤ǶҶ໕ᡏᡍ‫ۺཷޑ‬ӕ‫੃ܭ‬຤ᡏᡍǴӧவ٣Ҷ໕ ࢲ୏‫ޑ‬ၸำύǴୖᆶ‫ޣ‬όᘐ‫ڬک‬ᎁ‫ޑ‬ᕉნౢғϕ୏ᜢ߯ǴԶୖᆶ‫ޣ‬வ ೭٤ϕ୏ᜢ߯‫܌‬ள‫ޑډ‬ག‫ڙ‬ᆶ࿶ᡍǴ൩ࢂ‫܌‬ᒏ‫ޑ‬ᡏᡍሽॶȐଯߪ໢Ǵ 1993ȑǶ 2.

(24) ġ ġ Schmitt (2000) ගр‫ޑ‬ϖᅿόӕᜪࠠᡏᡍՉᎍኳಔǴૈ୼٬ౢࠔ ‫୍ܺک‬ӧ੃຤‫ޣ‬Јύ੮Πు‫ޑڅ‬ӑຝǴ຾Զ೷ԋӆԛᖼວȐယВ‫ݓ‬Ǵ 2004ȑǹԶ྽੃຤‫ޣ‬ௗ‫ڙ‬Ҿ཰ග‫୍ܺޑٮ‬ᆶག‫ࡕڙ‬Ǵౢғ‫ុࡕޑ‬Ј౛ ௃ᆣᆀϐࣁȨ۩ᅽགȩ Ȑഋ৹ถǵ஭྆‫ڻ‬Ǵ2009ȑ Ƕ೭ᅿ۩ᅽགǴྍ‫ܭ‬ ᖼ‫ޑࡕނ‬ᅈ‫זکى‬኷ǴаϷऍӳ‫ޑ‬ᖼ‫ނ‬ᡏᡍၸำǶᏇఈ஥ӣ΋ᅿᐱ੝ ᡏᡍᆶሽॶǴԜஒు෌‫࠼៝ܭ‬ϣЈుೀǴԋࣁค‫ྐܓݤ‬ϐཀຝǴ຾Զ ౢғ҅ӛϷऍӳ‫ޑ‬௃གǴӢԜ੃຤ᡏᡍς໒‫ۈ‬வൂаᅈཀࡋᑽໆᙯࣁ ᆶ۩ᅽག຾Չೱ่Ȑഋ৹ถǵ஭྆‫ڻ‬Ǵ2009ȑǶ ġ ġ ୯ϣࣴ‫ޣز‬ഋஏਲᆶഋ࣓஀Ȑ2006ȑᇡࣁ۩ᅽགࢂ΋ᅿ᏾ᡏ‫ޑ‬Ј ౛ག‫ڙ‬Ǵ఼ᇂঁΓ௃ᆣϷᇡ‫ޕ‬ቫय़ჹғࢲࢂցག‫ډ‬ᅈཀǴӕਔΨ཮‫ڙ‬ ‫ঁډ‬ΓΓ਱੝፦ᆶᕉნӢનౢғҬϕբҔ‫ޑ‬ቹៜǶѠ᡼‫཮ޗ‬౜ӧςᗌ ӛȨಃѤભ۩ᅽౢ཰ȩ‫ޑ‬ԃжǴӧ೭ঁԃжύǴૈᡣ੃຤‫ޣ‬᝺ளԖ۩ ᅽǵᅈ‫ى‬ǵᒃஏགǵ೏ᜢᚶ٠ё‫ډפ‬ᘜឦག‫ޑ‬ౢ཰Ǵஒԋࣁ዗ߐ‫ޑ‬Չ ཰ Ȑֈ‫ٵ‬ᏌǴ2009ȑǶ ! ! ᆕӝ΢ॊǴҁࣴ‫ز‬ట௖૸ࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬Ǵ࿶ җᡏᡍՉᎍჴሞᡏᡍၸࡕǴ‫܌‬ౢғ‫ڈޑ‬ᐟᆶག‫ڙ‬ǴӆаԾ‫ي‬ຑ՗ၸࡕ ౢғᡏᡍሽॶǴᡏᡍࡕ‫ޕޑ‬᝺ൔၿ຾Զቹៜ੃຤‫۩ޣ‬ᅽགǶ. 3.

(25) ಃΒ࿯. ࣴ‫ز‬Ҟ‫ޑ‬. ΋ǵᕕှࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ङඳᡂ໨ϐ౜‫ݩ‬Ƕ ΒǵΑှࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐ௃ ‫׎‬Ƕ Οǵ௖૸όӕङඳᡂ໨ࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍՉᎍǵᡏᡍሽॶ ᆶ۩ᅽགϐৡ౦௃‫׎‬Ƕ Ѥǵϩ‫ܿࡀ݋‬εᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍՉᎍǵᡏᡍሽॶаϷ۩ᅽགϐᜢ ! ! ߯Ƕ. ಃΟ࿯. ࣴ‫ز‬ୢᚒ. ΋ǵࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ङඳᡂ໨ϐ౜‫ࣁݩ‬Ֆǻ ΒǵࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍՉᎍϐ௃‫ࣁ׎‬Ֆǻ ΟǵࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍሽॶϐ௃‫ࣁ׎‬Ֆǻ ѤǵࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫۩ޣ‬ᅽགϐ௃‫ࣁ׎‬Ֆǻ ϖǵόӕङඳᡂ໨ϐࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬੝‫܄‬ӧᡏᡍՉᎍϐৡ౦௃ ‫ࣁ׎‬Ֆǻ Ϥǵόӕङඳᡂ໨ϐࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬੝‫܄‬ӧᡏᡍሽॶϐৡ౦௃ ! ! ‫ࣁ׎‬Ֆǻ Ύǵόӕङඳᡂ໨ϐࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬੝‫܄‬ӧ۩ᅽགϐৡ౦௃‫׎‬ ! ! ࣁՖǻ 4.

(26) ΖǵࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍՉᎍᙖҗᡏᡍሽॶჹ۩ᅽག‫ځ‬ቹៜࣁ Ֆǻ. ಃѤ࿯. ࣴ‫ز‬ጄൎ. ġ ġ ҁࣴ‫ز‬Ьा௖૸ᡏᡍՉᎍǵᡏᡍሽॶаϷ۩ᅽགϐ໔‫ޑ‬ᜢ߯Ƕஒ ࣴ‫ز‬ጄൎϩࣁࣴ‫ز‬ჹຝᆶࣴ‫ز‬ϣ৒Ǵϣ৒ӵΠǺ ΋ǵࣴ‫ز‬ჹຝ ҁࣴ‫ ܭز‬2014 ԃ 7 ДаࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ٬Ҕෞ‫ݚ‬ԣ ੃຤‫زࣴࣁ଺ޣ‬ჹຝǶ Βǵࣴ‫ز‬ϣ৒ ҁࣴ‫ز‬໻аࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔϐ੃຤‫ޣ‬ङඳᡂ໨Ǵϩձ ࣁǺ Ȑ΋ȑ‫܄‬ձǵ ȐΒȑԃសǵ ȐΟȑஆ࠷‫ݩރ‬ǵ ȐѤȑ௲‫ػ‬ำࡋǵ Ȑϖȑ ‫؂‬ДԏΕǵȐϤȑᙍ཰ǵȐΎȑӕՉჹຝǵȐΖȑ཮঩ǶᡏᡍՉᎍхࡴ ϖঁᄬय़ǴϩձࣁǺȐ΋ȑᜢೱᡏᡍǵȐΒȑՉ୏ᡏᡍǵȐΟȑག‫۔‬ᡏ ᡍǵ ȐѤȑ௃གᡏᡍǵ ȐϖȑࡘԵᡏᡍǶᡏᡍሽॶхࡴѤঁᄬय़Ǵϩձ ࣁǺ Ȑ΋ȑ੃຤‫׫ޣ‬ၗൔၿǵ ȐΒȑ୍ܺᓬຫ‫܄‬ǵ ȐΟȑऍགǵ ȐѤȑ፪ ‫܄ښ‬Ƕ۩ᅽགхࡴΒঁᄬय़ǴϩձࣁǺ Ȑ΋ȑЬᢀ۩ᅽགǵ ȐΒȑ࠼ᢀ ۩ᅽགǶ. 5.

(27) ಃϖ࿯. Ӝຒញက. ΋ǵᡏᡍՉᎍ Schmitt (1999) ගрȨᡏᡍՉᎍȩ‫ۺཷޑ‬Ǵࢂঁᡏჹࢌ٤‫ڈ‬ᐟӣ ᔈ‫ঁޑ‬ձ٣ҹǴᡏᡍх֖᏾ᡏ‫ޑ‬ғࢲҁ፦Ǵ೯தࢂҗ٣ҹ‫ޔޑ‬ௗᢀჸ ‫ୖࢂ܈‬ᆶ೷ԋ‫ޑ‬Ǵόፕ٣ҹࢂ੿ჴ‫ޑ‬ǵფЄ‫ࢂ܈ޑ‬຀ᔕ‫ޑ‬ȐЇԾ೾ቺ ᇯǵ೾ც৒Ǵ2006ȑǶҁࣴ‫ز‬ஒᡏᡍՉᎍ‫ۓ‬ကࣁࡀܿεᏢෞ‫ݚ‬ԣ੃຤ ‫ޣ‬ჴሞᡏᡍၸࡕ‫܌‬ౢғ‫ڈޑ‬ᐟᆶག‫ڙ‬Ƕҗག‫۔‬Ǵ௃གǵՉ୏ǵࡘԵᆶ ᜢᖄ฻ϖঁय़ӛ‫܌‬ಔԋǶ Βǵᡏᡍሽॶ ໳ࢀ◚Ȑ2005ȑගрᡏᡍሽॶǴࢂ੃຤‫ޣ‬ჹౢࠔ‫ޑ୍ܺ܈‬ᇡ‫ޕ‬ ᆶୃӳǴ࿶җ౛‫܄‬ᆶག‫܄‬Ҭϕຑ՗ϐࡕǴ‫܌‬ౢғ‫ޕޑ‬᝺ൔၿǶҁࣴ‫ز‬ ஒᡏᡍሽॶ‫ۓ‬ကࣁࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ޣ‬࿶җᡏᡍࡕԾ‫ي‬ຑ՗‫܌‬ౢ ғ‫ޕޑ‬᝺ൔၿǴ٠ஒᡏᡍሽॶϩࣁѤঁᜪࠠǴջ੃຤‫׫ޣ‬ၗൔၿǵܺ ୍ᓬຫ‫܄‬ǵऍགǵ፪‫܄ښ‬Ƕ Οǵ۩ᅽག ጰ҅‫ػ‬ǵֆܴᇇᆶഋЎमȐ2009ȑ۩ᅽགࣁ΋ᅿа‫ي‬ᡏǵЈ౛ǵ ᆒઓന٫ำࡋ‫଼ޑ‬நᆶ۩ᅽࣁᏤӛϐғࢲБԄǴԜᅿғࢲБԄࣁঁΓ ᏾ӝ٠кჴ‫ޑ‬ჴՉ‫ځܭ‬ғࢲύǶҁࣴ‫ز‬ஒ۩ᅽག‫ۓ‬ကࣁ‫ي‬ᡏǵЈ౛ᆶ ᆒઓғࢲ΢ᅈཀำࡋ‫܌‬஥ٰ‫҅ޑ‬ӛ௃ᆣǶ 6.

(28) ಃΒക. Ў᝘௖૸. ҁകਥᏵࣴ‫ز‬Ҟ‫ޑ‬຾ՉࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍ Չᎍǵᡏᡍሽॶᆶ۩ᅽག࣬ᜢЎ᝘ϐᇆ໣ᆶᘜયǴբࣁࣴ‫ز‬ว৖ϐ୷ ᘵǶҁകӅϩࣁϖ࿯Ǵಃ΋࿯ᡏᡍՉᎍǹಃΒ࿯ᡏᡍሽॶǹಃΟ࿯۩ ᅽགǹಃѤ࿯ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐ࣬ᜢࣴ‫ز‬ǹಃϖ࿯ҁക ᕴ่ǴϩॊӵΠǺ. ಃ΋࿯. ᡏᡍՉᎍ. ΋ǵġ ᡏᡍՉᎍϐ‫ۓ‬က ᡏᡍՉᎍཷॊ߈൳ԃٰᒿ๱࿶ᔮว৖ϷΓॺ‫੃ޑ‬຤ಞᄍ‫ׯ‬ᡂǴ೴ ᅌவ๱ख़‫ܭ‬ౢࠔ‫ޑ‬фૈ੝ቻǴᙯԶख़ຎౢࠔ‫܌‬፟ϒ‫ޑ‬٦኷ག‫ڙ‬Ǵ٬ள ཇٰཇӭ‫ޣزࣴޑ‬໒‫ݙۈ‬ཀ‫ډ‬ᡏᡍ‫ۺཷޑ‬Ȑ‫׵‬Ꮻ໥Ǵ2005ȑǶ‫܌‬ᒏᡏ ᡍǴ൩ࢂҾ཰а‫܌ځ‬ග‫୍ܺޑٮ‬բࣁᆸѠǴа୘ࠔࣁၰ‫ڀ‬Ǵൎᙅ๱੃ ຤‫ޣ‬Ǵаബ೷рॶள੃຤‫ޣ‬ӣᏫ‫୏ࢲޑ‬Ƕ‫ځ‬ύ‫ࢂࠔނޑ‬ёඹඤ‫ޑ‬ǵԖ ‫ޑ׎‬ǴԶ୍ܺࢂค‫ޑ׎‬Ǵ‫܌‬ബ೷р‫ޑ‬ᡏᡍ߾зΓᜤ‫ב‬ǹЪᡏᡍΏ೸ၸ ௃ᆣ΢ǵჴᡏ΢ǵ‫ޕ‬᛽΢ǵҭ‫ࢂ܈‬ᆒઓቫԛӸӧ‫ঁܭ‬ΓЈύǴӢঁΓ ЈნόӕǴаϷᆶᡏᡍ٣ҹϐ໔‫ޑ‬ϕ୏όӕԶౢғৡ౦ǴࡺؒԖΓԖ ֹӄ࣬ӕ‫ޑ‬ᡏᡍ! (Pine ȿ Gilmore, 1998) ǶSchmitt (1999) ᇡࣁᡏ ᡍࢂวғ‫ܭ‬ჹࢌ٤‫ڈ‬ᐟӣᔈ‫ঁޑ‬ձ٣ҹǴ೯தࢂҗ٣ҹ‫ޔޑ‬ௗᢀჸ‫܈‬ ࢂୖᆶ೷ԋ‫ޑ‬Ǵόፕ٣ҹࢂ੿ჴ‫ࢂ܈‬຀ᔕ‫ޑ‬Ƕ࿶җՉᎍΓ঩‫ޑ‬ᇨวǴ 7.

(29) Ꮴठ੃຤‫ޣ‬ᡏᡍ‫ڈޑ‬ᐟǶԜѦǴDierking (1992) ࡰрǴӧ੃຤ᡏᡍ‫ޑ‬ ၸำύऩૈ੃຤‫ޣ‬ౢғϕ୏Ǵёуు੃຤‫ޑޣ‬ᡏᡍǴ༟೷р‫׳‬ᜤ‫ޑב‬ ӣᏫǶ Զҁࣴ‫ز‬ᘜય΢ॊࣴ‫ز‬Ǵ੃຤‫ޣ‬ӧᡏᡍၸำύ‫܌‬ளག‫ࢂڙ‬зΓᜤ ‫ޑב‬ӣᏫǴҁࣴ‫ز‬ஒᡏᡍՉᎍ‫ۓ‬ကࣁ੃຤‫ޣ‬ჴሞᡏᡍၸࡕ‫܌‬ౢғ‫ڈޑ‬ ᐟᆶག‫ڙ‬Ƕ Βǵġ ᡏᡍՉᎍϐᑽໆ ӧၮբϐਔǴՉᎍΓ঩Ѹ໪ૈѯ่֮ӝӭᅿόӕ‫ޑ‬ᡏᡍ‫׎‬ԄǴω ૈ٬ᡏᡍՉᎍวචനε‫ޑ‬᏾ᡏਏ݀Ƕ‫ٯ‬ӵ Schimitt (1999) ճҔЈ౛ Ꮲ‫ۺཷޑ‬Ǵวр฼ౣᡏᡍኳಔ (strategic experiential modules; SEMs) Ǵ җག‫۔‬ᡏᡍ(sensing experience)ǵ௃གᡏᡍ(feeling experience) ǵՉ୏ ᡏᡍ(acting experience)ǵࡘԵᡏᡍ(thinking experience)ᆶᜢᖄᡏᡍ (relating experience)฻ϖঁϡન‫܌‬ಔԋǶ Ȑ΋ȑག‫۔‬ᡏᡍǺҾკаག‫ڈޑ۔‬ᐟၲԋ੃຤‫ޣ‬ᑫᏟ‫܈‬ᅈ‫ى‬฻ǴࣗԿ ! ! ࢂ༟೷рᐱ੝‫ޑ‬Ьᚒ‫܈܄‬॥਱Ǵமϯ੃຤‫ޣ‬ჹ୍ܺǵౢࠔ‫ࠔ܈‬จ ! ! ฻Бय़‫ޑ‬ᒣձΚᆶሽॶགǶ ȐΒȑ௃གᡏᡍǺ࿶ᔼ‫ޣ‬᝻ว੃຤‫ޣ‬மਗ਼‫ޑ‬௃ᆣǴߦ٬੃຤‫ޣ‬ᆶ࿶ᔼ ! ! ‫܌ޣ‬ග‫୍ܺޑٮ‬ǵౢࠔ‫ࠔ܈‬จౢғ҅य़௃གೱ่Ǵ຾Զౢғ௃ᆣ ! ! ‫ޑ܄‬ᡏᡍՉࣁ‫੃ࢂ܈‬຤ࢲ୏Ƕ 8.

(30) ȐΟȑՉ୏ᡏᡍǺ୷‫੃ܭ‬຤‫཮ޣ‬೸ၸՉࣁٰ߄ၲԾ‫ޑך‬ᢀགᆶሽॶǴ ! ! Ώ‫ډڙ‬ғࢲࠠᄊӢનቹៜ‫ۺཷޑ‬Ƕ ȐѤȑࡘԵᡏᡍǺЇଆ੃຤‫ݙ׫ޣ‬ᜢЈ‫ݙک‬ཀΚ‫ޑ‬٣‫ނ‬Ǵ٠ᇙ೷ᡋ‫ڻ‬ǵ Їଆᑫ፪Ǵ᝻୏੃຤‫୼ૈޣ‬ख़ཥჹࡽԖᙑ‫ޑ‬ଷ‫ۓ‬ᆶයఈ຾Չࡘ ԵǴႴᓰ੃຤‫ޣ‬வ٣ၨ຤Ј‫ڀک‬ബཀ‫ࡘޑ‬ԵǴ຾Զ‫ڥ‬ᔈ‫܈‬ख़ཥຑ ՗୍ܺǵౢࠔ‫ࠔ܈‬จ‫ڀ܌‬ഢ‫੃ޑ‬຤ਏ੻Ƕ ȐϖȑᜢᖄᡏᡍǺᙖҗϕ୏‫ޑ‬ၸำౢғ౛གྷϯԾ‫ך‬ນ‫ޑ؃‬ᜢᖄᡏᡍǴ ! ! аϷჹᡏᡍჹຝౢғ΋ᅿᘜឦག‫ک‬ᇡӕགǶ ৪҉ሹȐ2007ȑ௖૸࠻ϣෞ‫ݚ‬ԣᡏᡍՉᎍϐࣴ‫ز‬ɡаѠ᡼ύ೽Ӧ ୔ࣁ‫ٯ‬Ǵࣴ‫ز‬ύаᡏᡍՉᎍ‫ޑ‬Ȩག‫۔‬ᡏᡍȩ ǵ Ȩ௃གᡏᡍȩ ǵ ȨՉ୏ᡏᡍȩǵ ȨࡘԵᡏᡍȩᆶȨᜢᖄᡏᡍȩբࣁᡏᡍՉᎍ‫ޑ‬ᄬय़ǹ‫׵‬᐀ߙǵഋҏऴ ᆶഋ✎◔Ȑ2014ȑࣴ‫ز‬ᡏᡍՉᎍǵᡏᡍሽॶǵ۩ᅽགᆶᜢ߯மࡋ฻ᜢ ߯ϐࣴ‫─ز‬а SPA ᡏᡍࣁ‫زࣴٯ‬௦ҔǴ Ȩག‫۔‬ᡏᡍȩ ǵ Ȩ௃གᡏᡍȩ ǵ ȨՉ ୏ᡏᡍȩ ǵ ȨࡘԵᡏᡍȩᆶȨᜢᖄᡏᡍȩϖঁय़ӛ଺ࣁᡏᡍՉᎍϐᄬय़Ƕ ӧ่ӝΑ‫ٿ‬Տࣴ‫ޑޣز‬ᑽໆᄬय़ࡕǴҁࣴ‫ز‬ஒаȨག‫۔‬ᡏᡍȩ ǵ Ȩ௃ག ᡏᡍȩ ǵ ȨՉ୏ᡏᡍȩ ǵ ȨࡘԵᡏᡍȩᆶȨᜢᖄᡏᡍȩϖঁᄬय़ǴٰΑှ ࡀܿεᏢ੃຤‫ޣ‬ჹᡏᡍՉᎍ‫ޑ‬ག‫ڙ‬ำࡋǶ Οǵ ᡏᡍՉᎍϐ࣬ᜢЎ᝘ ! ! ৪҉ሹȐ2007ȑύ೽Ӧ୔࠻ϣෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍՉᎍᆶᖼࡕՉࣁ 9.

(31) ϐࣴ‫ز‬Ǵว౜‫܄‬ձǵԃសǵ௲‫ػ‬ำࡋᆶДԏΕӧᡏᡍՉᎍࣣၲ‫ډ‬ᡉ๱ ‫ޑ‬ৡ౦ǹԶஆ࠷ӧᡏᡍՉᎍؒԖᡉ๱‫ޑ‬ৡ౦Ƕ‫֡܄ت‬Кζ‫੃܄‬຤‫׳ޣ‬ ӕཀȨՉ୏ᡏᡍȩ ǵ Ȩག‫۔‬ᡏᡍȩ ǵ ȨࡘԵᡏᡍȩᆶȨ҅ӛ௢ᙚȩϐᢀᗺǴ ҂ஆϐ੃຤‫ޣ‬Кςஆϐ੃຤‫׳ޣ‬ӕཀȨ҅ӛ௢ᙚȩ Ƕ51 ྃа΢ϐ੃຤ ‫ޣ‬ӧȨᜢᖄᡏᡍȩК 20 ྃȐ֖ȑаΠϐ੃຤‫׳ޣ‬ଯǶε஑ଣਠ௲‫ػ‬ ำࡋϐ੃຤‫ޣ‬КଯύᙍаΠϐ੃຤‫׳ޣ‬ӕཀӧȨՉ୏ᡏᡍȩᆶȨག‫۔‬ ᡏᡍȩ‫ݤ࣮ޑ‬ǶДԏΕӧ 60,000 ϡаΠϐ੃຤‫ޣ‬ӧȨᜢᖄᡏᡍȩК 60,001 ϡа΢ϐ੃຤‫׳ޣ‬ଯǶ ԔֻကȐ2009ȑаᡏᡍՉᎍᢀᗺ௖૸ፄӝԄෞ‫ݚ‬ԣ࿶ᔼࠔ፦ϐࣴ ‫ز‬Ǵว౜‫܄‬ձǵԃសǵ௲‫ػ‬ำࡋǵᙍ཰ᆶ੃຤ԛኧϷ‫ݚ‬ԣᜪࠠ‫ک‬ౢࠔ ໨Ҟ‫ڀ‬Ԗᡉ๱ৡ౦Ƕ ৪҉ሹȐ2007ȑࣴ‫࠻ز‬ϣෞ‫ݚ‬ԣᡏᡍՉᎍϐࣴ‫ز‬ɡаѠ᡼ύ೽Ӧ ୔ࣁ‫ٯ‬ǴᡏᡍՉᎍӢનว৖ࣁȨᜢᖄᡏᡍȩ ǵ ȨՉ୏ᡏᡍȩ ǵ Ȩག‫۔‬ᡏᡍȩǵ Ȩ௃གᡏᡍȩᆶȨࡘԵᡏᡍȩǴ‫܄‬ձӧᡏᡍՉᎍၲᡉ๱‫ޑ‬ৡ౦ǹԃស ᆶДԏΕϩձӧᡏᡍՉᎍӭᡂໆᡂ౦ኧϩ‫݋‬ၲᡉ๱ৡ౦ǹҜᅟᇽ࣬ᜢ ϩ‫݋‬ᡉҢᡏᡍՉᎍӢનϐ࣬ᜢϩ‫֡݋‬ၲᡉ๱НྗǴаȨՉ୏ᡏᡍȩᆶ Ȩག‫۔‬ᡏᡍȩ‫ޑ‬ᜢ߯നஏϪǴ‫ځ‬ԛࢂȨག‫۔‬ᡏᡍȩᆶȨࡘԵᡏᡍȩ‫ޑ‬ ᜢ߯ஏϪǶ ! ! җ΢ॊࣴ‫ز‬ёว౜Ǵ‫܄‬ձǵԃសǵ௲‫ػ‬ำࡋᆶДԏΕӧᡏᡍՉᎍ 10.

(32) ࣣԖ๱ᡉ๱‫ޑ‬ৡ౦ǴՠӧȨᜢᖄᡏᡍȩ ǵ ȨՉ୏ᡏᡍȩ ǵ Ȩག‫۔‬ᡏᡍȩ ǵ Ȩ௃ གᡏᡍȩᆶȨࡘԵᡏᡍȩϖঁᄬय़ύǴၲᡉ๱‫ޑ‬ᄬय़όᅰ࣬ӕǶ. ಃΒ࿯. ᡏᡍሽॶ. ΋ǵᡏᡍሽॶϐ‫ۓ‬က ᡏᡍሽॶྍԾ‫࠼៝ܭ‬ሽॶ‫ۺཷޑ‬Ǵӵགྷӧѱ൑΢ߥ࡭ሦӃ‫ޑ‬ᓬ༈ ൩ Ѹ ໪ ബ ೷ ៝ ࠼ ሽ ॶ (Kotler ȿ Armstrong, 2000) Ƕ Mathwick, Malhotra and Rigdon (2001) ᇡࣁ੃຤ᡏᡍҁ‫ي‬ΨߕԖሽॶǴΓॺ‫ޔܭ‬ ௗ ٬ Ҕ ‫ ܈‬ᇻ ຯ ᚆ ‫ ݒ‬፞ ౢ ࠔ Ϸ ܺ ୍ ύ ཮ ᕇ ள ᡏ ᡍ ሽ ॶ (experiential values)‫ޑ‬ᇡ‫ޕ‬ǹ‫ځ‬٠‫ۓ‬ကᡏᡍሽॶࣁȨౢࠔឦ‫୍ܺ܈܄‬ᕮਏ‫ޑ‬ᇡ‫ޕ‬Ϸ ࣬ჹୃӳǴሽॶගϲࢂёаᙖҗϕ୏ٰၲԋǴՠϕ୏ёૈᔅշ‫ߔ܈‬ᛖ ੃຤‫ޣ‬Ҟ኱‫ޑ‬ၲԋǶȩZeithaml (1988) ፕϷ‫ޕ‬᝺ሽॶࢂќѦ΋ᅿᑽໆ ੃຤‫ޣ‬வౢࠔрᕇளሽॶ‫ޑ‬ፕᗺǴ‫ځ‬ёૈ୷‫ܭ‬ჹౢࠔ‫ࠔޑ‬፦ᆶሽ਱ Ȑ೤ჾ‫܄‬ᆶߚ೤ჾ‫܄‬ȑ΢‫ޕޑ‬᝺ǴவԶቹៜ‫੃ځ‬຤ཀᜫᆶ،฼Ǵࡺ‫܌‬ ᒏሽॶջࣁ੃຤‫ޣ‬ᆕӝᑽໆ‫ځ‬ჹౢࠔ‫ޑ୍ܺ܈‬брᆶ‫܌‬ளࡕǴӧЈύ ‫׎‬ԋ‫่ޑ‬ፕȐЇԾഋྷኳǴ2011ȑǶ ! ! ᆕӝ΢ॊࣴ‫ز‬ёว౜Ǵ੃຤‫ޣ‬ӧ຾Չ੃຤‫ޑ‬ၸำύǴёૈᙖҗᡏ ᡍග‫ޣٮ‬ೀᕇளᡏᡍǴԶ྽ᡏᡍ‫ޑ‬ག‫ܭڙ‬Ծ‫੃ي‬ϯࡕǴ੃຤‫ޣ‬ஒӧЈ ύԖ‫܌‬ག‫܈ڙ‬ᕇளሽॶǴԜᅿሽॶёૈٰԾ‫ܭ‬࿶ᔮ΢‫ޑ‬ԏ੻Ǵҭёૈ ࢂ΋ᅿག‫۔‬΢‫ޑ‬ሽॶǴԜջࣁᡏᡍሽॶ‫ྍٰޑ‬ǶӢԜǴ੃຤‫ޣ‬ӧय़ჹ 11.

(33) ӚᅿౢࠔਔǴ཮Ӄவҁ‫ي‬ϐౢࠔ‫܄‬፦ᆶሽ਱ύག‫ڙ‬ሽॶǴ‫ى‬аቹៜ‫ځ‬ ᖼວཀᜫǴฅԶ྽Չᎍ୺Չ‫ޣ‬ബ೷੃຤‫ޣ‬ᡏᡍ௃ნਔǴ‫ځ‬ሽॶёૈ೏ ख़ཥຑ՗ԶԖ‫ׯ܌‬ᡂǴԶ‫׎‬ԋཥ‫ޑ‬ᡏᡍሽॶǶ Βǵᡏᡍሽॶϐᑽໆ ! ! ᡏᡍሽॶ‫ޕޑ‬᝺ЬाٰԾ‫੃ܭ‬຤‫ޣ‬ᆶౢࠔ‫୍ܺ܈‬ӧ‫ޔ‬ௗ‫܈‬ᇻຯ ‫ރ‬ᄊΠ‫ޑ‬ϕ୏ǴԶ೭٤ϕ୏ග‫ٮ‬Αঁձ੃຤‫ୃޣ‬ӳ‫୷ޑ‬ᘵǴх֖Αϣ ೽ϷѦ೽‫ޑ‬ճ੻ (Holbrook & Corfman, 1985)ǶHolbrook (1994) ӧ໺ ಍ᡏᡍሽॶ‫ޑ‬ϣӧ‫ک‬Ѧӧճ੻‫ޑ‬ϩᜪѦǴу΢ΑȨࢲ୏ (Activity) ȩ ᄬय़Ƕࢲ୏ᆢࡋхࡴΑȨ೏୏ȩϷȨЬ୏ȩ‫ঁٿ‬όӕ‫ޑ‬ᢀᗺǶ೏୏ሽ ॶٰԾ‫੃ܭ‬຤‫ޣ‬ჹ੃຤Ҟ኱‫ޑ‬౛ှǵຑሽ‫܈‬ӣᔈǶЬ୏ሽॶྍԾ‫੃ܭ‬ ຤‫ޣ‬Չᎍჴᡏ໔ӝբ (collaboration) ‫ޑ‬ቚуǶMathwick, Malhotra and Rigdon (2001) ᙖҗ Holbrook ΢ॊ‫܌‬ගр‫ࢎޑ‬ᄬǴMathwick, Malhotra ᆶ Rigdon (2001) ‫ۓ‬ကᡏᡍሽॶࣁჹ‫ܭ‬ౢࠔឦ‫୍ܺ܈܄‬ᕮਏ‫ޑ‬ᇡ‫ޕ‬Ϸ ࣬ჹୃӳǴԶሽॶ‫ޑ‬ගϲࢂёаᙖҗϕ୏ٰၲԋǶ٠ஒᡏᡍሽॶϩࣁ ѤঁᜪࠠǴջ੃຤‫׫ޣ‬ၗൔၿ (customer return on investment, CROI) ǵ ܺ ୍ ᓬ ຫ ‫( ܄‬serviceexcellence) ǵ ऍ ག (Aesthetics) ǵ ፪ ‫܄ ښ‬ (Playfulness)Ƕ Ȑ΋ȑ੃຤‫׫ޣ‬ၗൔၿ (Consumer return on investment) ! ! хࡴ଄୍ǵਔ໔ǵՉࣁ‫׫‬Εǵወӧճ੻Ј౛ၗྍǴа࿶ᔮਏҔǵ 12.

(34) ਏ౗ࣁᑽໆ٩ᏵǶ ȐΒȑ୍ܺᓬຫ‫( ܄‬Service excellence) ! ! ੃຤‫ޣ‬ჹ‫ܭ‬ѱ൑୍ܺǵՉᎍૈΚ‫ޑ‬Ծ‫ך‬ᏤӛϸᔈǴ୍ܺ‫ޑ‬ᓬຫ‫܄‬ ᆶ୍ܺࠔ፦‫ޑ‬ᜢ߯ёᙖҗᕮਏٰᑽໆǴ୍ܺࠔ፦߾ࢂ୍ܺᓬຫ‫ޑ܄‬ᑽ ໆ٩ᏵǶ ȐΟȑऍག (Aesthetics) ! ! ऍགϸᔈჴᡏǵ᛬ೌǵ߄ᄽ‫܈‬೛ी‫ޑ‬᏾ᡏག‫ޑ۔‬ག‫ڙ‬Ǵຎ᝺֎Ї Κᆕӝ೛ीǵᕉნଛӝᆶϣӧऍགǴхࡴຎ᝺֎ЇΚϷু኷ࣁᑽໆ٩ ᏵǶ ȐѤȑ፪‫( ܄ښ‬Playfulness) ! ! ፪‫܄ښ‬ϸᔈ੃຤‫ୖޣ‬ᆶࢲ୏ϐϣӧ‫ޑ‬኷፪ǴౢғԾ‫ך‬ϣӧ‫ޑ‬ག‫ڙ‬Ǵ ኩਔၢಥ౜ჴШࣚ‫״ޑ‬ᑛǴ΋૓֖ԖགྷႽ‫ޑ‬ाનǴа‫ވ‬኷ᆶ଒ᗉ౜ჴ ࣁᑽໆ٩ᏵǶ ᙁறֹȐ2006ȑѲᎹ኷‫ك‬ᆶΖиੇ۞Ьᚒၯ኷༜ᡏᡍሽॶϐࣴ‫ز‬Ǵ ࣴ‫ز‬ϐҞ‫ޑ‬а Mathwick, Malhotra and Rigdon (2001) ᡏᡍሽॶхࡴ ϐ੃຤‫׫ޣ‬ၗൔၿǵ୍ܺᓬຫ‫܄‬ǵऍགᆶ፪‫܄ښ‬ϐӢનǴ௖૸ѲᎹ኷ ‫ك‬ᆶΖиੇ۞ϐ੃຤‫ޣ‬ᡏᡍሽॶϐ௃‫ݩ‬ǹ‫׵‬ऍ‫ە‬Ȑ2011ȑᡏᡍՉᎍǵ ᡏᡍሽॶᆶ៝࠼۸၈ࡋᜢ߯ϐࣴ‫ز‬ɡа‫ە‬ើӦ୔҇எࣁ‫ٯ‬Ǵࣴ‫ز‬௦Ҕ Mathwick et al. (2001) ‫܌‬ගр‫੃ޑ‬຤‫׫ޣ‬ၗൔၿǵ୍ܺᓬຫ‫܄‬ǵऍག 13.

(35) Ϸ፪‫܄ښ‬฻Ǵ଺ࣁᡏᡍሽॶ‫ޑ‬ᄬय़Ƕᘜય΢ॊࣴ‫زࣴޣز‬Ǵҁࣴ‫ز‬ᡏ ᡍሽॶ௦Ҕ Mathwick et al. (2001) ගр‫ޑ‬Ȩ੃຤‫׫ޣ‬ၗൔၿȩ ǵ Ȩ୍ܺ ᓬຫ‫܄‬ȩ ǵ ȨऍགȩϷȨ፪‫܄ښ‬ȩ฻Ѥঁᄬय़Ǵ௖૸ࡀܿεᏢ੃຤‫ޑޣ‬ ᡏᡍሽॶǶ Οǵᡏᡍሽॶϐ࣬ᜢЎ᝘ ᙁறֹȐ2006ȑѲᎹ኷‫ك‬ᆶΖиੇ۞Ьᚒၯ኷༜ᡏᡍሽॶϐࣴ‫ز‬ ύǴᡏᡍሽॶхࡴ‫׫‬ၗൔၿǵ୍ܺᓬຫ‫܄‬ǵऍགᆶ፪‫܄ښ‬ϐӢનǴ௖ ૸ѲᎹ኷‫ك‬ᆶΖиੇ۞ϐ੃຤‫ޣ‬ᡏᡍሽॶϐ௃‫ݩ‬Ƕᜪձǵ‫܄‬ձǵஆ࠷ ӧᡏᡍሽॶ֡Ԗᡉ๱ϐৡ౦ǴԃសǵᏢᐕǵДԏΕᆶӦ୔ӧᡏᡍሽॶ ֡Ԗᡉ๱ϐҬϕբҔǶᡏᡍሽॶӢનϐ࣬ᜢϩ‫֡݋‬ၲᡉ๱НྗǴаȨ‫׫‬ ၗൔၿȩᆶȨ፪‫܄ښ‬ȩ ǵ Ȩ‫׫‬ၗൔၿȩᆶȨ୍ܺᓬຫ‫܄‬ȩ‫ޑ‬ᜢ߯നஏϪǶ ᙁறֹǵ‫׵‬Шܱᆶ໳ߏวȐ2007ȑѠύӦ୔࠻ϣෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏ ᡍሽॶϐࣴ‫ز‬Ǵᄬय़ϩձ‫ڮ‬ӜࣁȨ፪‫܄ښ‬ȩ ǵ Ȩ୍ܺᓬຫ‫܄‬ȩ ǵ Ȩ‫׫‬ၗൔ ၿȩᆶȨऍགȩ฻ѤӢનǴ‫܄‬ձᆶஆ࠷ӧ࠻ϣෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍሽॶ ֡ၲᡉ๱ৡ౦ǹ௲‫ػ‬ำࡋǵДԏΕᆶෞ‫ݚ‬ԣᜪձӧ࠻ϣෞ‫ݚ‬ԣ੃຤‫ޣ‬ ᡏᡍሽॶ֡ၲᡉ๱ҬϕբҔǹᡏᡍሽॶӚӢન֡ၲᡉ๱҅࣬ᜢǴаȨ‫׫‬ ၗൔၿȩᆶȨ፪‫܄ښ‬ȩ‫ޑ‬ᜢ߯നࣁஏϪǶ ֆ‫࣓ٵ‬Ȑ2008ȑ௖૸ೱᙹ୘۫ۙԽМϐζ‫੃܄‬຤‫ޣ‬ჹ‫ܭ‬ऍ৒ϯ֩ ߥᎦ࣬ᜢҔࠔϐᡏᡍሽॶǴҗၗ਑ϩ‫݋‬ᡉҢςஆК҂ஆ‫੃ޑ‬຤‫׳ޣ‬ӕ 14.

(36) ཀӧȨऍགȩᆶȨ੃຤‫׫ޣ‬ၗൔၿȩ‫ޑ‬ᢀᗺǴ31-40 ྃϐ੃຤‫ޣ‬К 20 ྃȐ֖ȑаΠǵ21-30 ྃᆶ 41-50 ྃϐ੃຤‫׳ޣ‬ӕཀӧȨ੃຤‫׫ޣ‬ၗ ൔၿȩ‫ޑ‬ᢀᗺǴଯύᙍаΠКε஑ଣਠ௲‫ػ‬ำࡋϐ੃຤‫׳ޣ‬ӕཀӧȨ੃ ຤‫׫ޣ‬ၗൔၿȩᆶȨ୍ܺᓬຫ‫܄‬ȩ‫ޑ‬ᇡ‫ޕ‬ǴДԏΕ 20,001-40,000 ϡ ϐ੃຤‫ޣ‬К 20,000 ϡаΠϐ੃຤‫׳ޣ‬ӕཀӧȨऍགȩᆶȨ੃຤‫׫ޣ‬ ၗൔၿȩ‫ޑ‬ᇡ‫ޕ‬Ǵ֡ၲᡉ๱ৡ౦Ƕ ໳ߏวᆶᙁறֹȐ2009ȑЬᚒ኷༜ၯ࠼ᡏᡍሽॶᆶҶ໕ਏ੻࣬ᜢ ϐࣴ‫ز‬Ǵаΐ௼Ўϯ‫׸‬ǵД࣭‫ػ‬኷ШࣚϷቆ෫ξШࣚΟঁЬᚒၯ኷༜ ϐၯ࠼ࣁࣴ‫ز‬ჹຝǴว౜Ьᚒ኷༜ϐၯ࠼ӧᡏᡍሽॶ΢Ǵаஆ࠷ǵԃ សϷᏢᐕၲᡉ๱ৡ౦ǹԶ‫܄‬ձϷДԏΕ߾҂ၲᡉ๱ৡ౦Ƕ ! ! ᘜય΢ॊࣴ‫ز‬Ǵᡏᡍሽॶхࡴ‫׫‬ၗൔၿǵ୍ܺᓬຫ‫܄‬ǵऍགᆶ፪ ‫܄ښ‬฻ѤঁӢનǴஆ࠷ǵԃសϷᏢᐕၲᡉ๱ৡ౦Ǵՠࢂ‫܄‬ձᡂ໨ࠅԖ ๱όӕ‫่݀ޑ‬Ƕ. ಃΟ࿯. ۩ᅽག. ΋ǵ۩ᅽགϐ‫ۓ‬က Andrews and Withey (1976) ගр۩ᅽགࢂঁΓЬᢀ‫ޑ‬࿶ᡍག‫ڙ‬Ǵ х֖ғࢲᅈཀ (life satisfaction) ǵ҅ӛ௃ག (positive affect) ǵॄӛ௃ ག (negative affect) Οঁ೽ϩǴҭջჹ‫۩ܭ‬ᅽག‫ޑ‬ຑ‫ۓ‬Ǵᔈঋ៝ᇡ‫ޕ‬ ‫ک‬௃ᆣ‫ঁٿ‬ቫय़Ǻჹғࢲᅈཀ‫ޑ‬ຑ՗ᆶ҅ॄ௃ᆣ‫ޑ‬ຑ՗Ƕჹғࢲ‫ޑ‬ᅈ 15.

(37) ཀࡋཇଯǵᡏᡍ‫҅ޑډ‬ӛ௃གཇӭǴॄӛ௃གཇϿǴ߾ঁᡏ‫۩ޑ‬ᅽག ཇமǶMichael Argyle (2013) ߾ᇡࣁ۩ᅽགࢂ΋ঁ҅ӛᑈཱུ‫ޑ‬Ј౛ቹ ៜ‫ރ‬ᄊǴ٠Ь஭аԾ൧Јǵኁᢠ໼ӛǵғࢲᅈཀǵඍ৹ǵधඊᆶ଼ந ٰᇥܴ۩ᅽག‫ޑ‬ϣ఼Ƕֆల௵Ȑ2005ȑᇡࣁ۩ᅽག‫ޑ‬ख़ाࡰ኱ࢂନΑ ᇡ‫ޕ‬ቫय़‫ޑ‬ғࢲᅈཀᆶ௃ᆣቫय़‫ॄ҅ޑ‬ӛ௃ᆣǴԜѦᗋᔈх֖Ј౛଼ நǵԾ൧ǵคఈགǴаϷᏱԖΓғҞ኱Ƕ ! ! ᆕӝ΢ॊǴ۩ᅽག‫ޑ‬ϣ఼ᆶ‫ۓ‬ကԿϞۘคၨ΋ठ‫ݤ࣮ޑ‬Ǵ‫܌ځ‬ம ፓ‫ޑ‬ຑ՗ࡰ኱۳۳ᒿ๱ࣴ‫ޣز‬ᢀᗺᆶࣴ‫ز‬ሡाԶԖ‫܌‬όӕǴёว౜ӭ ኧࣴ‫۩ز‬ᅽགϐࣴ‫۩࡭ࣣޣز‬ᅽག‫ޑ‬ຑ՗ᔈঋ៝௃ᆣ‫ک‬ᇡ‫ޕ‬ቫय़‫ޑ‬ ᢀᗺǶҁࣴ‫ز‬ஒ۩ᅽག‫ۓ‬ကࣁ‫ي‬ᡏǵЈ౛ᆶᆒઓғࢲ΢ᅈཀำࡋ‫܌‬஥ ٰ‫҅ޑ‬ӛ௃ᆣǶ. Βǵ۩ᅽགϐᑽໆ ! ! Holbrook and Hirschman (1982) аᡏᡍ٣‫܌ࡕ߻ނ‬஥ٰ‫ޑ‬኷፪ǵ ᓬલᗺǵයࡑǵ۩ᅽག‫ڙ‬Ǵጓᇙ۩ᅽགໆ߄ǴϩࣁЬᢀ۩ᅽགϷ࠼ᢀ ۩ᅽག‫ٿ‬ᄬय़ǶЬᢀ۩ᅽ߾җ‫ڙ‬၂‫ޣ‬Ьᢀᇡ‫ۓ‬Ǵ࠼ᢀ۩ᅽགԖѦӧ࠼ ᢀ኱ྗᑽໆǴӭՏ୯ϣࣴ‫ޣز‬ᙌ᝿٠ᔈаԜໆ߄ᑽໆ۩ᅽགǴ٠ϩԋ Ьᢀ۩ᅽགϷ࠼ᢀ۩ᅽག‫ٿ‬ᄬय़Ȑӵ߄ 2-1ȑǶ. 16.

(38) ߄ 2-1 ۩ᅽགϐᑽໆ࣬ᜢЎ᝘߄ ࣴ‫ޣز‬ ഌࢶ ‫ܰ׵‬Ꮒᆶ ࢫᆢᓰ ጰ◖ীǵЦቼ Җǵᐽ‫׊‬৚ᆶ ໳‫ۏ‬ҥ ֆ϶෕ᆶ ‫༵׵‬က ഋ߭ᆺᆶ ђറЎ ླྀਦ޹ǵ೚ণ ᛄǵঞᏫృᆶ ᠭࡌӓ ֈඁ൤. ԃҽ ࣴ‫ز‬ᚒҞ 2005 ଓ‫۩؃‬ᅽɡЬᢀ۩ᅽག‫ޑ‬ЎϯЈ౛Ꮲࣴ‫ز‬ 2008 ଏҶሌᎳ௼ၮ୏ୖᆶϷ۩ᅽག‫ޑ‬ᜢ߯ɡճ੻ ‫ޕ‬᝺ϐύϟਏ݀ 2009 ғࢲᅈཀǵΓሞᜢ߯ǵԾ‫ۓޭך‬ǵ‫ي‬Ј଼ந. 2012 2012. ଯ໢ѱ୯ύλံਠଯសᏢಞ‫཮ޗޣ‬Ѝ࡭ᆶ۩ ᅽགᜢ߯ϐࣴ‫ز‬ ଓ‫؃‬ԋфԴϯǺ‫ي‬ᡏࢲ୏ᆶ۩ᅽགϐࣴ‫ز‬. 2012. ‫୔ޗ‬ԴΓВதғࢲࢲ୏ǵғࢲࠔ፦ᆶ۩ᅽགϐ ࣬ᜢࣴ‫ز‬. 2013. ၮ୏ୖᆶǵΓα಍ीᡂ໨ᆶЬᢀ۩ᅽགϐ࣬ᜢ ࣴ‫ز‬ɡаѠчѱγ݅୔ۚ҇ࣁ‫ٯ‬ ሌᎳ௼Ҷ໕Ꭶғϐࣴ‫ز‬Ǻаϼཱུৼ଼நᡏᡍᆶ ۩ᅽགࣁ‫ٯ‬. මᝬ᎛ǵ‫׵‬Ш 2014 ܱᆶֈᖰ. ᆕӝ΢ॊࣴ‫ز‬Ǵҁࣴ‫ز‬ஒ௦Ҕ Holbrook ᆶ Hirschman (1982) ග р‫ޑ‬Ьᢀ۩ᅽགϷ࠼ᢀ۩ᅽག‫ٿ‬ᄬय़բࣁ۩ᅽགᑽໆᄬय़Ƕ. Οǵ۩ᅽགϐ࣬ᜢЎ᝘ මᝬ᎛ǵ‫׵‬ШܱᆶֈᖰȐ2014ȑ‫ܭ‬ȨሌᎳ௼Ҷ໕Ꭶғϐࣴ‫ز‬Ǻа ϼཱུৼ଼நᡏᡍᆶ۩ᅽགࣁ‫ٯ‬ȩ ǴଞჹѠύӦ୔ሌᎳ௼ဂࣁࣴ‫ز‬ჹຝǶ ࣴ‫่݀ز‬ᡉҢǺ‫܄‬ձǵஆ࠷‫ݩރ‬ǵԃសǵ‫؂‬Дѳ֡ёЍଛߎᚐǵѳ֡. 17.

(39) ‫ຼ؂‬வ٣ϼཱུৼԛኧǵᏢಞϼཱུৼԃၗᆶۚՐӦ୔ӧ଼நᡏᡍᆶ۩ᅽ ག֡‫ڀ‬Ԗᡉ๱‫ޑ‬ৡ౦Ƕ ֆܴᇇǵጰ҅‫ػ‬ᆶ࢛ҥ଻Ȑ2011ȑεᏢғғࢲ۩ᅽགϐࣴ‫ز‬Ǵ่ ݀ᡉҢ‫ڙ‬ෳ‫཮ޗޣ‬ϐ۩ᅽག‫ڙ‬ำࡋനଯǴόӕ‫܄‬ձ‫ڙ‬ෳ‫ޣ‬ӧ‫཮ޗ‬ǵ௃ གϐ۩ᅽག‫ڙ‬ำࡋԖᡉ๱ৡ౦‫ޑ‬௃‫׎‬ǹόӕ൩᠐ԃભ‫ڙ‬ෳ‫ޣ‬ӧ‫ي‬ᡏϐ ۩ᅽག‫ڙ‬ำࡋԖᡉ๱ৡ౦‫ޑ‬௃‫׎‬ǹόӕѳ֡Ꮲ཰ԋᕮ‫ڙ‬ෳ‫ޣ‬ӧ௃གϐ ۩ᅽག‫ڙ‬ำࡋԖᡉ๱ৡ౦‫ޑ‬௃‫׎‬Ƕ ᚟ऍඁȐ2006ȑѴ‫ٽ‬௲ৣ۩ᅽགࣴ‫ز‬ǴѴ‫ٽ‬௲ৣჹԾρ‫۩ޑ‬ᅽག Ծຑၲύǵ΢ำࡋǹѴ‫ٽ‬௲ৣόӕ‫ঁޑ‬Γङඳᡂ໨ύǴԃសǵԃၗǵ Ꮲᐕǵஆ࠷‫ރ‬ᄊǴ‫۩ځ‬ᅽགԖᡉ๱‫ޑ܄‬ৡ౦ӸӧǹѴ‫ٽ‬௲ৣӧόӕᏢ ਠᕉნᡂ໨ύǴ୍ܺȨόӕ‫܄‬፦ϐᏢਠȩ‫ޑ‬Ѵ‫ٽ‬௲ৣǴ‫۩ځ‬ᅽགၲᡉ ๱ৡ౦Ƕ ೚჏‫ة‬Ȑ2010ȑε஑ଣਠᏢғғࢲࠠᄊჹ۩ᅽགϐቹៜǴှ݀ᡉ Ңόӕ‫܄‬ձӧ۩ᅽག‫ޑ‬ৡ౦‫܄‬КၨǴ‫܄ت‬ၨୁख़‫ܭ‬ζ‫܄‬ǹόӕ൩᠐೽ ձӧ۩ᅽག‫ޑ‬ৡ౦‫܄‬КၨǴӚঁᄬय़҂ၲ‫ډ‬ᡉ๱ৡ౦ǹόӕ൩᠐ԃભ ӧ۩ᅽག‫ޑ‬ৡ౦‫܄‬Кၨၲ‫ډ‬ᡉ๱‫ޑ‬ৡ౦Ƕ ໳ߏวȐ2006ȑεᏢғҶ໕ᅈཀࡋᆶ۩ᅽགᜢ߯ϐࣴ‫ز‬ύǴόӕ ‫܄‬ձ‫ޑ‬εᏢғӧ۩ᅽག΢֡ၲᡉ๱ৡ౦ǹόӕৎ৥‫ޗ‬࿶ӦՏ‫ޑ‬εᏢғ ӧ۩ᅽག΢҂ၲᡉ๱ৡ౦Ƕ 18.

(40) ഋЎԢᆶ‫҅׵‬ችȐ2013ȑаӟᙦԾՉًၰϐൂًၯ࠼ࣁࣴ‫ز‬ჹຝǴ ௖૸Ҷ໕ୖᆶ୏ᐒᆶ۩ᅽགϐ໔‫࣬ޑ‬ᜢ‫܄‬Ǵࣴ‫่݀ز‬ᡉҢόӕԃសǵ ‫܄‬ձϷஆ࠷‫ݩރ‬ϐൂًၯ࠼ჹ‫۩ܭ‬ᅽག‫ڀ‬Ԗᡉ๱ৡ౦Ƕ ਥᏵ΢ॊࣴ‫ز‬ว౜Ǵङඳᡂ໨ύǴ‫܄‬ձǵஆ࠷‫ݩރ‬ǵ௲‫ػ‬ำࡋᆶ ԃសӧ۩ᅽག΢֡ၲᡉ๱ৡ౦Ƕ. ಃѤ࿯. ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐ࣬ᜢࣴ‫ز‬. ֆܴ௵Ȑ2010ȑᡏᡍՉᎍǵᡏᡍሽॶᆶՉࣁཀӛϐ࣬ᜢࣴ‫ز‬ύǴ ‫ؼ‬ӳ‫ޑ‬ᡏᡍՉᎍ཮஥๏੃຤‫҅ޣ‬ӛ‫ޑ‬ᡏᡍሽॶǶ ယϢ්ᆶഋऍᐪȐ2007ȑᡏᡍՉᎍǵᡏᡍሽॶǵ៝࠼ᅈཀᆶՉࣁ ཀკᜢ߯ϐࣴ‫ز‬ǺаԾՉًҶ໕ၮ୏ࣁ‫ٯ‬ǴᡏᡍՉᎍჹ‫੃ܭ‬຤‫ޑޣ‬ᡏ ᡍሽॶ‫࠼៝ک‬ᅈཀࡋԖ҅ӛቹៜǶ. ! ! ‫׵‬᐀ߙǵഋҏऴᆶഋ✎◔Ȑ2014ȑᡏᡍՉᎍǵᡏᡍሽॶǵ۩ᅽག ᆶᜢ߯மࡋ฻ᜢ߯ϐࣴ‫─ز‬аSPA ᡏᡍࣁ‫ٯ‬Ǵࣴ‫ز‬ύࣁΑှ੃຤‫ޣ‬ᡏ ᡍԜᜪࠠࢲ୏ࡕ‫ځ‬ག‫ࣁڙ‬ՖǴ٠௖૸‫ځ‬ᡏᡍჹ‫ܭ‬ᡏᡍሽॶǵ۩ᅽགϷ ᜢ߯மࡋϐ໔‫ޑ‬ᜢ߯Ƕࣴ‫่݀ز‬ᡉҢᡏᡍՉᎍჹᡏᡍሽॶ‫ڀ‬Ԗ҅ӛቹ ៜǹᡏᡍՉᎍჹ۩ᅽག‫ڀ‬Ԗ҅ӛቹៜǹᡏᡍሽॶჹ۩ᅽག‫ڀ‬Ԗ҅ӛቹ ៜǶ. 19.

(41) ಃϖ࿯. ҁകᕴ่. ! ! ୯ҥࡀܿεᏢෞ‫ݚ‬ԣ‫ܭ‬2014ԃᑫࡌֹԋǴ௦ҔനӃ຾ჹΓᡏค্ ‫ޑ‬ૌ਼੃ࢥ‫س‬಍ЪԾॄᔼၮᆅ౛ೢҺǴ‫ܭ‬ӕԃ12Д຾Չ၂ᔼၮǴග‫ٮ‬ ੃຤‫ޣ‬ჴሞᡏᡍၸำǴ٠ᙖჴሞᡏᡍၸำෞ‫ݚ‬ԣฯᡏ೛ࡼϷ೬ᡏག ‫ڙ‬Ƕ ᙖҗჴሞᡏᡍၸำ຾ՉՉᎍǴ୍ܺΓ঩ӧᆶ੃຤‫ޣ‬ௗ᝻ၸำύǴ ่ӝӭᅿόӕᡏᡍ‫׎‬ԄǴ٬੃຤‫ޣ‬ჹෞ‫ݚ‬ԣ೬ฯᡏౢғ‫ڈ‬ᐟᆶག‫ڙ‬Ǵ ςၲᡏᡍՉᎍനεਏ݀Ƕ ჴሞᡏᡍၸࡕǴ੃຤‫ޣ‬ག‫ڙ‬Ǵ࿶ၸ੃຤‫ޣ‬౛‫੃܄‬ϯϷࡘԵࡕǴ‫ܭ‬ ੃຤‫ޣ‬Јύག‫܌ډڙ‬ᕇள‫ޑ‬ሽॶǴԜᅿሽॶёૈࢂߎᒲ΢‫ޑ‬Кၨճ੻Ǵ ҭёૈࣁฯᡏ೛ࡼᆶ୍ܺག‫ڙ‬ǴᏧᙖᡏᡍሽॶౢғԶቹៜ੃຤‫ޣ‬ӆԛ ߻۳ཀᜫǶ ੃຤‫ޣ‬࿶җჴሞᡏᡍࡀܿεᏢෞ‫ݚ‬ԣǴჹᡏᡍ࿶ᐕ౛‫ࡘ܄‬ԵࡕǴ ‫܌‬ౢғ‫ޑ‬ᡏᡍሽॶག‫ډ‬ᅈ‫ى‬Ǵ຾Զว৖р҅ӛ௃ᆣǴ҅ӛ௃ᆣຫӭǴ ੃຤‫ޣ‬Ծ‫۩ي‬ᅽགΨஒᒿϐቚуǶ ᘜય࣬ᜢࣴ‫ز‬ว౜ǴᡏᡍՉᎍᆶᡏᡍሽॶ໔‫ڀ‬Ԗ҅ӛቹៜǴᙖҗ ჴሞᡏᡍၸำ่ӝόӕՉᎍЋ‫ݤ‬Ǵૈ୼҅ӛቹៜ੃຤‫ܭޣ‬ᡏᡍၸำύ ག‫׳ډڙ‬ଯ‫ޑ‬ᡏᡍሽॶǹᡏᡍՉᎍᆶᡏᡍሽॶჹ۩ᅽགϐ໔ᜢ߯‫ࣴޑ‬ ‫ز‬ၨϿǴՠࢂӧ໻ԖЎ᝘ύว౜ᡏᡍሽॶᆶᡏᡍՉᎍ֡ჹ۩ᅽགԖ๱ 20.

(42) ҅ӛቹៜǴӢԜҁࣴ‫ز‬ஒा௖૸ෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍՉᎍǵᡏᡍሽॶϷ ۩ᅽགΟ‫ޣ‬໔ϐᜢ߯Ƕ. 21.

(43) ಃΟക. ࣴ‫ز‬Б‫ݤ‬. ҁകЬाҞ‫ޑ‬ӧᇥܴҁࣴ‫ز‬ϐჴࡼБԄᆶำ‫ׇ‬ǴӅϩࣁϤ࿯Ǵಃ ΋࿯ࣁࣴ‫ࢎز‬ᄬǵಃΒ࿯ࣁࣴ‫ࢬز‬ำǵಃΟ࿯ࣁࣴ‫ز‬ଷ೛ǵಃѤ࿯ࣁ ࣴ‫ز‬Б‫ݤ‬ᆶჹຝǵಃϖ࿯ࣁࣴ‫ز‬π‫ڀ‬ǵಃϤ࿯ࣁၗ਑ೀ౛ǴϩॊӵΠǺ. ಃ΋࿯. ࣴ‫ࢎز‬ᄬ. ! ! ҁࣴ‫ز‬аࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍՉᎍǵᡏᡍሽॶ ᆶ۩ᅽགϐ࣬ᜢЎ᝘ᇆ໣᏾౛Ϸ௖૸ࡕǴ೸ၸໆ߄ϐෳໆǴКၨόӕ ङඳᡂ໨‫੃ޑ‬຤‫ޣ‬ჹ‫ୖܭ‬ᆶ‫ޣ‬ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐৡ౦௃ ‫׎‬аϷ௖૸Οঁᡂ໨໔ᜢ߯Ƕҁࣴ‫ز‬Ծᡂ໨ࣁঁΓङඳᡂ໨ǴхࡴǺ ‫܄‬ձǵԃសǵஆ࠷‫ݩރ‬ǵ௲‫ػ‬ำࡋǵ‫؂‬ДԏΕǵᙍ཰ǵӕՉჹຝǵᆶ ཮঩฻Ζ໨Ǵ٩ᡂ໨ࣁᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགǶ྽ύᡏᡍՉᎍ ໆ߄ᘜયࣁϖঁᄬय़ϩձࣁǺ Ȩᜢೱᡏᡍȩ ǵ ȨՉ୏ᡏᡍȩ ǵ Ȩག‫۔‬ᡏᡍȩǵ Ȩ௃གᡏᡍȩϷȨࡘԵᡏᡍȩ ǹᡏᡍሽॶໆ߄ࣁѤঁᄬय़ϩձࣁǺ Ȩ੃ ຤‫׫ޣ‬ၗൔၿȩ ǵȨ୍ܺᓬຫ‫܄‬ȩǵȨऍགȩ ǵȨ፪‫܄ښ‬ȩ ǹ۩ᅽགໆ߄ࣁ Βঁᄬय़ϩձࣁǺ ȨЬᢀ۩ᅽགȩϷȨ࠼ᢀ۩ᅽགȩ Ƕ٩Ᏽҁࣴ‫ز‬Ҟ‫ޑ‬ǵ ࣴ‫ز‬ୢᚒϷ࣬ᜢЎ᝘Ǵᔕ‫ۓ‬ҁࣴ‫ز‬ϐࢎᄬӵკ 3-1 ‫܌‬ҢǺ. 22.

(44) ᡏᡍՉᎍ! ΋ǵᜢᖄᡏᡍ! ΒǵՉ୏ᡏᡍ!. !. ङඳᡂ໨!. Οǵག‫۔‬ᡏᡍ! Ѥǵ௃གᡏᡍ! ϖǵࡘԵᡏᡍ!. H1. ΋ǵ‫܄‬ձ Βǵԃស. ᡏᡍሽॶ!. Οǵஆ࠷‫ݩރ‬ Ѥǵ௲‫ػ‬ำࡋ. H2. ΋ǵ੃຤‫׫ޣ‬ၗൔၿġ Βǵ୍ܺᓬຫ‫܄‬ġ. ϖǵ‫؂‬ДԏΕ. Οǵऍགġ Ѥǵ፪‫܄ښ‬ġ. Ϥǵᙍ཰ ΎǵӕՉჹຝ Ζǵ཮঩ᆶߚ཮঩! !. ۩ᅽག!. H3. ΋ǵЬᢀ۩ᅽག! Βǵ࠼ᢀ۩ᅽགġ. ᡏᡍՉᎍ!. ᡏᡍሽॶ!. ۩ᅽག!. კ 3-1 ࣴ‫ࢎز‬ᄬ 23.

(45) ಃΒ࿯. ࣴ‫ࢬز‬ำ. ҁࣴ‫ز‬٩ࣴ‫ޣز‬ᑫ፪ᒧ᏷ࣴ‫ز‬ЬᡏǴӧᕕှ࣬ᜢୢᚒङඳࡕ،‫ۓ‬ ࣴ‫ز‬ЬᚒǴ຾Չᇆ໣࣬ᜢࣴ‫ز‬ᆶЎ᝘ၗ਑Ǵࡌҥࣴ‫ز‬Ҟ‫ޑ‬Ǵࡌҥҁࣴ ‫ز‬ଷ೛ᆶࢎᄬࡕ຾Չໆ߄ጓᇙǴฅࡕஒၗ਑᏾౛ϩ‫݋‬ᆶ૸ፕǴനࡕග рࣴ‫่݀ز‬ᆶࡌ᝼Ƕҁࣴ‫ࢬز‬ำӵკ 3-2 ‫܌‬ҢǺ ࣴ‫ز‬Ьᡏᒧ᏷ ࣴ‫ز‬Ьᚒु‫ۓ‬ ࣴ‫ز‬ၗ਑ԏ໣ ࣴ‫ز‬Ҟ‫ޑ‬ ࣴ‫ࢎز‬ᄬᆶࡌҥଷ೛ ໆ߄ጓᇙ ၗ਑ೀ౛ᆶϩ‫݋‬ ஑ৎਠ҅ ୢ‫ڔ‬Ⴃ၂ᆶঅ҅ ҅၂ୢ‫ڔ‬ᆶࡼෳ ࣴ‫่݀ز‬ᆶ૸ፕ კ 3-2 ࣴ‫ࢬز‬ำ 24.

(46) ಃΟ࿯. ࣴ‫ز‬ଷ೛. ਥᏵҁࣴ‫ز‬ϐࣴ‫ز‬Ҟ‫ޑ‬ǵࣴ‫ز‬ୢᚒǴගрΠӈࣴ‫ز‬ଷ೛Ǻ ଷ೛΋Ǻόӕङඳᡂ໨ෞ‫ݚ‬ԣ੃຤‫ޣ‬ჹᡏᡍՉᎍԖᡉ๱ৡ౦Ƕ 1-1 όӕ‫܄‬ձ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢Ԗᡉ๱ৡ౦Ƕ 1-2 όӕԃស‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢Ԗᡉ๱ৡ౦Ƕ 1-3 όӕஆ࠷‫ޑݩރ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢Ԗᡉ๱ৡ౦Ƕ 1-4 όӕ௲‫ػ‬ำࡋ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢Ԗᡉ๱ৡ౦Ƕ 1-5 όӕ‫؂‬ДԏΕ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢Ԗᡉ๱ৡ౦Ƕ 1-6 όӕᙍ཰‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢Ԗᡉ๱ৡ౦Ƕ 1-7 όӕӕՉჹຝ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢Ԗᡉ๱ৡ౦Ƕ 1-8 ཮঩ᆶߚ཮঩ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍՉᎍ΢Ԗᡉ๱ৡ౦Ƕ ଷ೛ΒǺෞ‫ݚ‬ԣόӕङඳᡂ໨੃຤‫ޣ‬ჹᡏᡍሽॶԖᡉ๱ৡ౦Ƕ 2-1 όӕ‫܄‬ձ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍሽॶ΢Ԗᡉ๱ৡ౦Ƕ 2-2 όӕԃស‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍሽॶ΢Ԗᡉ๱ৡ౦Ƕ 2-3 όӕஆ࠷‫ޑݩރ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍሽॶ΢Ԗᡉ๱ৡ౦Ƕ 2-4 όӕ௲‫ػ‬ำࡋ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍሽॶ΢Ԗᡉ๱ৡ౦Ƕ 2-5 όӕ‫؂‬ДԏΕ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍሽॶ΢Ԗᡉ๱ৡ౦Ƕ 2-6 όӕᙍ཰‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍሽॶ΢Ԗᡉ๱ৡ౦Ƕ 2-7 όӕӕՉჹຝ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍሽॶ΢Ԗᡉ๱ৡ౦Ƕ 2-8 ཮঩ᆶߚ཮঩ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧᡏᡍሽॶ΢Ԗᡉ๱ৡ౦Ƕ ଷ೛ΟǺόӕङඳᡂ໨ෞ‫ݚ‬ԣ੃຤‫ޣ‬ჹ۩ᅽགԖᡉ๱ৡ౦Ƕ 3-1 όӕ‫܄‬ձ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧ۩ᅽག΢Ԗᡉ๱ৡ౦Ƕ 3-2 όӕԃស‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧ۩ᅽག΢Ԗᡉ๱ৡ౦Ƕ 3-3 όӕஆ࠷‫ޑݩރ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧ۩ᅽག΢Ԗᡉ๱ৡ౦Ƕ 3-4 όӕ௲‫ػ‬ำࡋ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧ۩ᅽག΢Ԗᡉ๱ৡ౦Ƕ 25.

(47) 3-5 όӕ‫؂‬ДԏΕ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧ۩ᅽག΢Ԗᡉ๱ৡ౦Ƕ 3-6 όӕᙍ཰‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧ۩ᅽག΢Ԗᡉ๱ৡ౦Ƕ 3-7 όӕӕՉჹຝ‫ޑ‬ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧ۩ᅽག΢Ԗᡉ๱ৡ౦Ƕ 3-8 ཮঩ᆶߚ཮঩ෞ‫ݚ‬ԣ੃຤‫ޣ‬ӧ۩ᅽག΢Ԗᡉ๱ৡ౦Ƕ ଷ೛ѤǺෞ‫ݚ‬ԣ੃຤‫ޣ‬ᡏᡍՉᎍᙖҗᡏᡍሽॶჹ۩ᅽགԖᡉ๱҅ӛᜢ ߯Ƕ. ಃѤ࿯. ࣴ‫ز‬Б‫ݤ‬ᆶჹຝ. ҁࣴ‫ز‬ϐࣴ‫ز‬Б‫ݤ‬ᆶୢ‫ࡼڔ‬ෳ‫ޑ‬ჹຝǴ၁ಒᇥܴӵΠǺ ΋ǵġ ࣴ‫ز‬Б‫ݤ‬ ҁࣴ‫ز‬௦ໆϯࣴ‫ز‬ύ‫ޑ‬ୢ‫ڔ‬ፓࢗ‫ݤ‬຾Չϩ‫݋‬Ǵᙖа௖૸ෞ‫ݚ‬ԣ੃ ຤‫ୖޣ‬ᆶ‫ޣ‬ӧङඳᡂ໨Ǵ‫ځ‬ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐৡ౦௃‫׎‬Ǵ ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐᜢ߯Ƕ Βǵġ ࣴ‫ز‬ჹຝ ҁࣴ‫ ز‬2014 ԃ 7 ДаࡀܿεᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ٬Ҕෞ‫ݚ‬ԣ੃ ຤‫زࣴࣁ଺ޣ‬ჹຝǴх֖཮঩ᆶߚ཮঩Ǵό֖੝‫ۓ‬იᡏȐӵෞ‫૽ݚ‬ግ ੤Ϸ᛾ྣ૽ግ੤฻ȑ Ƕ Οǵġ ‫ܜ‬ኬБ‫ݤ‬ ҁࣴ‫ز‬ჹෞ‫ݚ‬ԣ੃຤‫ޣ‬຾Չୢ‫ڔ‬ፓࢗǴаᇆ໣࣬ᜢၗ਑Ƕ. 26.

(48) Ȑ΋ȑ Ⴃ၂ࡼෳ Ⴃ၂ୢ‫ڔ‬ஒа҉ၲ‫ೌמ‬Ꮲଣෞ‫ݚ‬ԣ੃຤‫ࣁޣ‬Ⴃ၂ୢ‫ڔ‬༤เჹຝǴ ஒ‫ܭ‬Πϱϖᗺࡕаߡճ‫ܜ‬ኬ຾ՉࡼෳǶਥᏵֆܴໜȐ2011ȑࡰрႣ၂ ኬҁኧԿϿ 50 ҽǴၨ፾྽ϐኬҁኧനӳࣁ 100 ҽа΢Ǵࡺҁࣴ‫ز‬ว ‫ ܫ‬100 ҽႣ၂ୢ‫ڔ‬Ǵӣԏ 100 ҽǴୢ‫ڔ‬ӣԏ౗ԭϩϐԭǶ ȐΒȑ ҅Ԅࡼෳ ҁࣴ‫ز‬ஒаߡճ‫ܜ‬ኬБ‫ݤ‬຾ՉࡼෳǴаࡀܿεᏢෞ‫ݚ‬ԣ੃຤‫ࣁޣ‬ ࣴ‫ز‬ჹຝǴᒧ‫཮ڗ‬঩ᆶߚ཮঩Ǵό֖੝‫ۓ‬იᡏȐӵෞ‫૽ݚ‬ግ੤ભ᛾ྣ ૽ግ੤฻ȑ຾Չୢ‫ࡼڔ‬ՉǶ Roscoe (1975) ᇡࣁኬҁኧໆᔈϟ‫ܭ‬ 300-500 ϐ໔Ǵჹεӭኧ‫زࣴޑ‬ωࢂӝ፾‫ޑ‬ǴӢԜҁࣴ‫ز‬ว‫ ܫ‬400 ҽ ҅Ԅୢ‫ڔ‬Ƕࡺҁୢ‫ڔ‬ӣԏ 400 ҽǴ‫ځ‬ύ 40 ҽࣁคਏୢ‫ڔ‬๏ϒմନǴ ࿶ၸᔠࢗԖਏୢ‫ ڔ‬360 ҽǶ. ಃϖ࿯. ࣴ‫ز‬π‫ڀ‬. த‫ޑـ‬ୢ‫׎ڔ‬Ԅϩࣁ໒‫ܫ‬Ԅୢ‫ڔ‬ᆶ࠾ഈԄୢ‫ٿڔ‬ᅿǴ‫ځ‬ύ࠾ഈԄ ୢ‫ૈڔ‬ග‫ڙٮ‬ෳ‫ޣ‬΋ठ‫܄‬เਢǴߡ‫ុࡕܭ‬ϐ಍ीϩ‫݋‬Ȑ໳Ўໜǵ໳ᓪǴ 2008ȑǴӢԜҁࣴ‫ز‬௦Ҕ࠾ഈԄ‫่ޑ‬ᄬ‫܄‬ୢ‫ڔ‬բࣁፓࢗπ‫ڀ‬Ƕҁࣴ‫ز‬ ୢ‫߯ڔ‬җࣴ‫ޣز‬࿶࣬ᜢЎ᝘᏾౛ϩ‫ࡕ݋‬Ǵ٩ࣴ‫ز‬ሡाঅጓԶԋȨࡀܿ εᏢෞ‫ݚ‬ԣᄤᡏ፾ૈᓔ੃຤‫ޣ‬ᡏᡍՉᎍǵᡏᡍሽॶᆶ۩ᅽགϐୢ‫ڔ‬ȩ բࣁࣴ‫ز‬π‫ڀ‬ǴϩॊӵΠǺ 27.

(49) ΋ǵ ໆ߄ጓᇙ Ȑ΋ȑᡏᡍՉᎍໆ߄ ୖԵ Schmitt (1999) ‫܌‬ගрᡏᡍՉᎍໆ߄ࣁЬा٩ᏵǴ٠ᘜય ԔֻကȐ2009ȑǵߠ߿౺Ȑ2008ȑǵṅ᜻තǵ݅ܿᑫᆶ஭റૈȐ2010ȑǵ ᄃࠄഩȐ2007ȑϷ৪҉ሹȐ2007ȑǴஒᄬय़ϩࣁȨག‫۔‬ᡏᡍȩǵȨ௃ གᡏᡍȩǵȨՉ୏ᡏᡍȩǵȨࡘԵᡏᡍȩϷȨᜢᖄᡏᡍȩȐӵ߄ 3-1ȑǶ. ߄ 3-1 ᡏᡍՉᎍໆ߄ϐᄬय़ᆶᚒ໨ ᄬय़ ᜢᖄᡏᡍ. ᚒ໨ 1. ࠻ϣෞ‫ݚ‬ԣ‫ޑ‬೛ࡼቚу‫ޑך‬ၮ୏Ҷ໕኷፪Ƕ 2. ࠻ϣෞ‫ݚ‬ԣೡ୧୘ࠔ‫ޑ‬ᘍ೛уు‫ך‬ჹ၀‫ݚ‬ԣ‫ޑ‬ӑຝǶ 3. ࠻ϣෞ‫ݚ‬ԣှᇥࡰЇ኱Ң٬‫ך‬ᖄགྷଆᡏᡍག‫ޑڙ‬໩ ‫ׇ‬Ƕ 4. ࠻ϣෞ‫ݚ‬ԣᕉნ‫ޑ‬೛ी٬‫ޔך‬ௗᖄགྷ‫ډ‬ᗋགྷाӆٰǶ 5. ୍ܺѠ‫୍ܺޑ‬ቚ຾‫ך‬ჹ၀࠻ϣෞ‫ݚ‬ԣ‫ޑ‬ᇡӕǶ. Չ୏ᡏᡍ. 6. ‫ך‬ම࿶ᖼວ࠻ϣෞ‫ݚ‬ԣ྽ύ‫ޑ‬ೡ୧୘ࠔǶ 7. ‫ך‬ම࿶ᆶᒃ϶ϩ٦࠻ϣෞ‫ݚ‬ԣ೛ࡼᡏᡍЈளǶ ȐុΠ।ȑ. 28.

(50) ᄬय़. ᚒ໨ 8. ‫཮ך‬ਥᏵ࠻ϣෞ‫ݚ‬ԣ೛ࡼ‫ޑ‬੝‫܄‬ӆԛᡏᡍǶ 9. ࠻ϣෞ‫ݚ‬ԣ٬‫ך‬གྷ΋ӆ߻۳Ƕ 10.‫཮ך‬ਥᏵ࠻ϣෞ‫ݚ‬ԣϐ֋Ңࡌ᝼ٰᡏᡍǶ. ག‫۔‬ᡏᡍ. 11.‫཮ך‬჋၂Ӛᅿόӕ‫ޑ‬ၯ኷ᔍН SPA ฻೛ࡼǶ 12.࠻ϣෞ‫ݚ‬ԣϣ‫ޑ‬೛ࡼ፾ӝ‫ޑך‬ा‫؃‬Ƕ 13.‫ݙ཮ך‬ཀКၨ੝ਸ‫ޑ‬ၯ኷ᔍН SPA ฻೛ࡼǶ 14.࠻ϣෞ‫ݚ‬ԣϣ‫ޑ‬Н፦మᅒόషᐜǶ. ௃གᡏᡍ. 15.࠻ϣෞ‫ݚ‬ԣ‫୍ܺޑ‬঩‫ޑ‬ᄊࡋ‫ک‬ᝰǶ 16.࠻ϣෞ‫ݚ‬ԣ‫ࡰޑ‬Ї኱Ң೛࿼ӧ৒࣮ܰ‫ޑډ‬ӦБǶ 17.‫ݚ‬ԣࣁ៝࠼Եໆόӕ೛ࡼϐ໔‫ޑ‬೯ၡೕჄǶ 18.‫ך‬᝺ள࠻ϣෞ‫ݚ‬ԣ‫ޑ‬ၯ኷ᔍН SPA ฻೛ࡼࡐԖ፪Ƕ 19.௱ғ୍ܺΓ঩ᒿਔ‫ݙ‬ཀ‫ݚ‬ԣ‫ޑ‬௃‫ݩ‬Ƕ. ࡘԵᡏᡍ. 20.࠻ϣෞ‫ݚ‬ԣၯ኷ᔍН SPA ฻೛ࡼ೛࿼‫ޑ‬Ӧᗺϕ࣬ೱ ! ่Ƕ 21. ࠻ϣෞ‫ݚ‬ԣҔЈ೛ी೛ࡼǶ 22. ൵‫܌‬೛࿼‫ޑ‬Տ࿼ϩණӚೀӝЯ‫ޑך‬ሡ‫؃‬Ƕ 23. ߥᆅ୍ܺᒌ၌ύЈග‫੃ٮ‬຤‫ߡޣ‬ճ‫୍ܺޑ‬Ƕ. 29.

(51) ȐΒȑᡏᡍሽॶໆ߄ ୖԵ Mathwick, Malhorta and Rigdon (2001) ‫܌‬ගр‫ޑ‬ϩᜪǴϩࣁ Ѥ໨ᄬय़Ǵբࣁᑽໆᡏᡍሽॶ‫ޑ‬ᑽໆࡰ኱ǶMathwick, Malhotra ᆶ Rigdon (2001) ٩Ᏽ Holbrook (1994) ੃຤ሽॶ౛ፕ‫܌‬ගр‫ޑ‬ᡏᡍሽ ॶࢎᄬ़ғ‫ޑ‬ᡏᡍሽॶፕ଺ࣁҁࣴ‫ޑز‬ᡏᡍሽॶηᄬय़Ƕ٠ᘜયᙁற ֹȐ2006ȑǵ৪҉ሹǵ‫׵‬ШܱȐ2006ȑϷֆ‫࣓ٵ‬Ȑ2008ȑǴஒᡏᡍሽ ॶ‫ޑ‬ᜢᗖӢનϩࣁаΠѤঁᅿᜪǺ੃຤‫׫ޣ‬ၗൔၿǵ୍ܺᓬຫ‫܄‬ǵऍ གϷ፪‫܄ښ‬Ȑӵ߄ 3-2ȑǶ. ߄ 3-2 ᡏᡍሽॶໆ߄ϐᄬय़ᆶᚒ໨ ᚒ໨. ᄬय़. 1. ୖᢀෞ‫ݚ‬ԣё๤጗ғࢲᓸΚǶ ፪‫܄ښ‬. 2. ෞ‫ݚ‬ԣ‫ڀ‬Ԗু኷‫܄‬Ƕ 3. ෞ‫ݚ‬ԣ‫ڀ‬Ԗ፪‫܄ښ‬Ƕ 4. ӧෞ‫ݚ‬ԣਔᡣ‫ך‬ኩਔᒪ‫ב‬΋ϪྠඊǶ. ‫׫‬ၗൔၿ౗ 5. ෞ‫ݚ‬ԣ‫ޑ‬ᕉნё٬‫ܫך‬᚞Ј௃Ƕ 6. ෞ‫ݚ‬ԣ‫ڬ‬ᎁ‫ޑ‬ඳᗺ‫ڀ‬Ԗ֎ЇΚǶ ȐុΠ।ȑ. 30.

(52) ᚒ໨. ᄬय़. 7. ٬Ҕෞ‫ݚ‬ԣᡣ‫ך‬᝺ள‫ނ‬ຬ‫ॶ܌‬Ƕ 8. ٬Ҕෞ‫ݚ‬ԣ٬‫ך‬٦‫ൂډڙ‬પ‫ޑ‬Ҷ໕ғࢲǶ ऍག. 9. ‫ך‬ག᝺ෞ‫ݚ‬ԣ‫ޑ‬ᕉნࡐᓬऍǶ 10.ୖᢀෞ‫ݚ‬ԣૈ୼ᅈ‫ޑךى‬ӳ‫ڻ‬གǶ 11.ෞ‫ݚ‬ԣ‫ঁ؂ޑ‬фૈ೿‫ڀ‬ԖऍᏢ΢‫֎ޑ‬ЇΚǶ 12.‫ך‬ག᝺ෞ‫ݚ‬ԣ‫ޑ‬੝Յᆶ‫ځ‬дӦБ‫ޑ‬ෞ‫ݚ‬ԣԖ‫܌‬όӕǶ. ୍ܺᓬຫ‫܄‬. 13.ჹෞ‫ݚ‬ԣ‫܌‬ᔼ೷‫ݗ਻ޑ‬ག‫ډ‬ᅈཀǶ 14.ჹෞ‫ݚ‬ԣ‫܌‬ග‫ࠔ୍ܺޑٮ‬፦ག‫ډ‬ᅈཀǶ 15.ჹෞ‫ݚ‬ԣ‫܌‬ග‫୍ܺޑٮ‬Γ঩ག‫ډ‬ᅈཀǶ 16.ჹෞ‫ݚ‬ԣ‫܌‬ග‫ޑٮ‬௱ғΓ঩ག‫ډ‬ᅈཀǶ. ȐΟȑ۩ᅽགໆ߄ ҁࣴ‫ز‬ЬाୖԵමᝬ᎛ǵ‫׵‬ШܱᆶֈᖰȐ2014ȑ‫زࣴܭ‬ύᘜય Holbrook and Hirschman (1982) ᡏᡍ٣‫܌ࡕ߻ނ‬஥ٰ‫ޑ‬኷፪ǵᓬલᗺǵ යࡑǴ٠ୖԵֆܴᇇǵጰ҅‫ػ‬ᆶ࢛ҥ଻Ȑ2011ȑǵ᚟ऍඁȐ2006ȑǵ ೚჏‫ة‬Ȑ2010ȑǵ໳ߏวȐ2006ȑϷഋЎԢᆶ‫҅׵‬ችȐ2013ȑǴ฻࣬ ᜢЎ᝘Ǵጓᇙ۩ᅽགໆ߄ǴϩࣁЬᢀ۩ᅽགϷ࠼ᢀ۩ᅽག‫ٿ‬ᄬय़Ȑӵ ߄ 3-3ȑǶ. 31.

(53) ߄ 3-3 ۩ᅽགໆ߄ϐᄬय़ᆶᚒ໨ ᄬय़ Ьᢀ۩ᅽ ག. ᚒ໨ 1. ᡏᡍࡀܿεᏢ࠻ϣෞ‫ݚ‬ԣࡕག‫ډ‬ᅈ‫ঁى‬Γ୷ҁၮ୏ ሡ‫؃‬ϐ۩ᅽགǶ 2. ᡏᡍࡀܿεᏢ࠻ϣෞ‫ݚ‬ԣࡕᅈ‫ى‬ғࢲଓ‫؃‬ԋ൩‫ޑ‬Ҟ ኱ϐ۩ᅽགǶ 3. ᡏᡍࡀܿεᏢ࠻ϣෞ‫ݚ‬ԣࡕ଼நǵ‫ي‬ᡏ‫ڙ‬௓‫ڋ‬ϐ۩ᅽ གǶ 4. ϣЈ཮གྷ‫ۺ‬ᡏᡍࡀܿεᏢ࠻ϣෞ‫ݚ‬ԣࡕ௃ნϐ۩ᅽ གǶ 5. ᡏᡍࡀܿεᏢ࠻ϣෞ‫ݚ‬ԣࡕᡏૈ‫׳‬ӳ‫܈‬ᆢ࡭όᡂϐ ۩ᅽགǶ 6. ᡏᡍࡀܿεᏢ࠻ϣෞ‫ݚ‬ԣࡕჴ౜Ծ‫ך‬Ꮲಞኅఈϐ۩ ᅽགǶ 7. ག‫ډ‬ᆶᡏᡍࡀܿεᏢ࠻ϣෞ‫ݚ‬ԣ‫ޑ‬ᘜឦགϐ۩ᅽགǶ. ȐុΠ।ȑ 32.

(54) ᄬय़ ࠼ᢀ۩ᅽ ག. ᚒ໨ 8. ձΓᇡࣁ‫ך‬ግಞෞ‫ݚ‬ගϲှ،ୢᚒ‫ޑ‬ඵችǶ 9. ձΓᇡࣁ‫ך‬ግಞෞ‫׳ݚ‬Ԗઢ৒‫ז‬኷ϐ۩ᅽགǶ 10.ෞ‫࣬ݚ‬ӕ၉ᚒࡌҥΓᆶΓϐ໔ϕ୏ϐ۩ᅽགǶ 11.ձΓᇡࣁ‫ڀך‬Ԗ‫׳‬ӭғࢲ‫׳‬ӭх৒ϐ۩ᅽགǶ 12.ձΓᇡࣁ‫ך‬ግಞෞ‫يݚ‬ᡏ‫଼׳‬நϐ۩ᅽགǶ 13.ձΓᇡࣁ‫ך‬ግಞෞ‫ݚ‬ӧЈᡫᕇளѳᓉ߄౜ϐ۩ᅽ ! གǶ. Οǵ ߞǵਏࡋᔠᡍ Ȑ΋ȑ໨Ҟϩ‫݋‬ ໨Ҟϩ‫ࣁࢂ݋‬Α‫؃‬рໆ߄ঁձᚒ໨‫ޑ‬،ᘐॶǴᕴϩຫଯǴӚᚒ໨ ளϩຫଯǴΨຫ‫ڀ‬Ԗ᠘ձΚȐֆܴໜǴ2011ȑǶҁࣴ‫ز‬ஒаཱུᆄಔᔠ ᡍ‫ݤ‬Ǵϩ‫߻݋‬ஒ‫ڙ‬ෳ‫ޣ‬٩ᕴϩ௨‫ׇ‬Ǵࣴ‫ޣز‬ӝ౛‫ޑ‬ϩಔԭϩКࣁ 25 ʘ Կ 33ʘ ໔Ǵа 27 ʘ ϩಔёаᕇள၂ᚒ᠘ձΚനε‫ޑ‬ё᎞‫܄‬Ƕаᖏ ࣚϩኧஒᢀჸॶӧໆ߄ϐளϩϩಔϩԋଯեΒಔǴӆаᐱҥኬҁ t ᔠ ‫ۓ‬Եᡍ‫ঁ؂‬ᚒ໨ϐৡ౦Ƕஒ t Եᡍ่݀҂ၲᡉ๱‫( ܄‬p<.05) ‫ޑ‬ᚒ໨մ ନ‫܈‬մନ t ॶၨե‫ޑ‬ᚒኧȐֆܴໜǵṅߎ୸Ǵ2009ȑǶ. 33.

(55) ߄ 3-4 ᡏᡍՉᎍໆ߄໨Ҟϩ‫݋‬ᄔा߄ ،ᘐॶ. ᚒҞ 1. ࠻ϣෞ‫ݚ‬ԣ‫ޑ‬೛ࡼቚу‫ޑך‬ၮ୏Ҷ ໕኷፪Ƕ 2. ࠻ϣෞ‫ݚ‬ԣೡ୧୘ࠔ‫ޑ‬ᘍ೛уు‫ך‬ ჹ၀‫ݚ‬ԣ‫ޑ‬ӑຝǶ 3. ࠻ϣෞ‫ݚ‬ԣှᇥࡰЇ኱Ң٬‫ך‬ᖄགྷ ଆᡏᡍག‫ޑڙ‬໩‫ׇ‬Ƕ 4. ࠻ϣෞ‫ݚ‬ԣᕉნ‫ޑ‬೛ी٬‫ޔך‬ௗᖄ གྷ‫ډ‬ᗋགྷाӆٰǶ 5. ୍ܺѠ‫୍ܺޑ‬ቚ຾‫ך‬ჹ၀࠻ϣෞ‫ݚ‬ ԣ‫ޑ‬ᇡӕǶ 6. ‫ך‬ම࿶ᖼວ࠻ϣෞ‫ݚ‬ԣ྽ύ‫ޑ‬ೡ୧ ୘ࠔǶ 7. ‫ך‬ම࿶ᆶᒃ϶ϩ٦࠻ϣෞ‫ݚ‬ԣ೛ࡼ ᡏᡍЈளǶ 8. ‫཮ך‬ਥᏵ࠻ϣෞ‫ݚ‬ԣ೛ࡼ‫ޑ‬੝‫܄‬ӆ ԛᡏᡍǶ 9. ࠻ϣෞ‫ݚ‬ԣ٬‫ך‬གྷ΋ӆ߻۳Ƕ 10. ‫཮ך‬ਥᏵ࠻ϣෞ‫ݚ‬ԣϐ֋Ңࡌ᝼ٰ ᡏᡍǶ 11. ‫཮ך‬჋၂Ӛᅿόӕ‫ޑ‬ၯ኷ᔍН SPA ฻೛ࡼǶ 12. ࠻ϣෞ‫ݚ‬ԣϣ‫ޑ‬೛ࡼ፾ӝ‫ޑך‬ा‫؃‬Ƕ 13. ‫ݙ཮ך‬ཀКၨ੝ਸ‫ޑ‬ၯ኷ᔍН SPA ฻೛ࡼǶ. ᆶᕴϩ ഢຏ. ( CR ). ϐ࣬ᜢ. 3.56*. .48*. ߥ੮. 5.11*. .62*. ߥ੮. 6.36*. .67*. ߥ੮. 5.07*. .63*. ߥ੮. 6.35*. .68*. ߥ੮. 2.22. .32. մନ. 2.56*. .49*. ߥ੮. 5.88*. .68*. ߥ੮. 6.93*. .65*. ߥ੮. 4.59*. .46*. ߥ੮. 2.21. .27. մନ. 2.63. .28. մନ. 4.14*. .44*. ߥ੮. (ុΠ।). 34.

(56) ،ᘐॶ. ᚒҞ 14. ࠻ϣෞ‫ݚ‬ԣϣ‫ޑ‬Н፦మᅒόషᐜǶ 15. ࠻ϣෞ‫ݚ‬ԣ‫୍ܺޑ‬঩‫ޑ‬ᄊࡋ‫ک‬ᝰǶ 16. ࠻ϣෞ‫ݚ‬ԣ‫ࡰޑ‬Ї኱Ң೛࿼ӧ৒ܰ ࣮‫ޑډ‬ӦБǶ 17. ‫ݚ‬ԣࣁ៝࠼Եໆόӕ೛ࡼϐ໔‫ޑ‬೯ၡ ೕჄǶ 18. ‫ך‬᝺ள࠻ϣෞ‫ݚ‬ԣ‫ޑ‬ၯ኷ᔍН SPA ฻೛ࡼࡐԖ፪Ƕ 19. ௱ғ୍ܺΓ঩ᒿਔ‫ݙ‬ཀ‫ݚ‬ԣ‫ޑ‬௃‫ݩ‬Ƕ 20. ࠻ϣෞ‫ݚ‬ԣၯ኷ᔍН SPA ฻೛ࡼ೛ ࿼‫ޑ‬Ӧᗺϕ࣬ೱ่Ƕ 21. ࠻ϣෞ‫ݚ‬ԣҔЈ೛ी೛ࡼǶ 22. ൵‫܌‬೛࿼‫ޑ‬Տ࿼ϩණӚೀӝЯ‫ޑך‬ ሡ‫؃‬Ƕ 23. ߥᆅ୍ܺᒌ၌ύЈග‫੃ٮ‬຤‫ߡޣ‬ճ‫ޑ‬ ୍ܺǶ. 35. ᆶᕴϩ ഢຏ. ( CR ). ϐ࣬ᜢ. 2.63 4.35*. .27 .52*. մନ ߥ੮. 4.46*. .53*. ߥ੮. 3.76*. .45*. ߥ੮. 6.04*. .57*. ߥ੮. 4.94*. .48*. ߥ੮. 3.31*. .48*. ߥ੮. 4.05*. .49*. ߥ੮. 4.72*. .54*. ߥ੮. 6.60*. .48*. ߥ੮. ʁ3.000. ʁ.400.

(57) ߄ 3-5 ᡏᡍሽॶໆ߄໨Ҟϩ‫݋‬ᄔा߄ ،ᘐॶ. ᚒҞ 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.. ୖᢀෞ‫ݚ‬ԣё๤጗ғࢲᓸΚǶ ෞ‫ݚ‬ԣ‫ڀ‬Ԗু኷‫܄‬Ƕ ෞ‫ݚ‬ԣ‫ڀ‬Ԗ፪‫܄ښ‬Ƕ ӧෞ‫ݚ‬ԣਔᡣ‫ך‬ኩਔᒪ‫ב‬΋Ϫྠ ඊǶ ෞ‫ݚ‬ԣ‫ޑ‬ᕉნё٬‫ܫך‬᚞Ј௃Ƕ ෞ‫ݚ‬ԣ‫ڬ‬ᎁ‫ޑ‬ඳᗺ‫ڀ‬Ԗ֎ЇΚǶ ٬Ҕෞ‫ݚ‬ԣᡣ‫ך‬᝺ள‫ނ‬ຬ‫ॶ܌‬Ƕ ٬Ҕෞ‫ݚ‬ԣ٬‫ך‬٦‫ൂډڙ‬પ‫ޑ‬Ҷ໕ ғࢲǶ ‫ך‬ག᝺ෞ‫ݚ‬ԣ‫ޑ‬ᕉნࡐᓬऍǶ ୖᢀෞ‫ݚ‬ԣૈ୼ᅈ‫ޑךى‬ӳ‫ڻ‬གǶ ෞ‫ݚ‬ԣ‫ঁ؂ޑ‬фૈ೿‫ڀ‬ԖऍᏢ΢‫ޑ‬ ֎ЇΚǶ ‫ך‬ག᝺ෞ‫ݚ‬ԣ‫ޑ‬੝Յᆶ‫ځ‬дӦБ‫ޑ‬ ෞ‫ݚ‬ԣԖ‫܌‬όӕǶ ჹෞ‫ݚ‬ԣ‫܌‬ᔼ೷‫ݗ਻ޑ‬ག‫ډ‬ᅈཀǶ ჹෞ‫ݚ‬ԣ‫܌‬ග‫ࠔ୍ܺޑٮ‬፦ག‫ډ‬ᅈ ཀǶ ჹෞ‫ݚ‬ԣ‫܌‬ග‫୍ܺޑٮ‬Γ঩ག‫ډ‬ᅈ ཀǶ ჹෞ‫ݚ‬ԣ‫܌‬ග‫ޑٮ‬௱ғΓ঩ག‫ډ‬ᅈ ཀǶ. 36. ᆶᕴϩ ഢຏ. ( CR ). ϐ࣬ᜢ. 3.90* 4.68* 4.46*. .44* .51* .52*. ߥ੮ ߥ੮ ߥ੮. 4.31*. .51*. ߥ੮. 3.92* 3.50* 2.62*. .49* .43* .43*. ߥ੮ ߥ੮ ߥ੮. 4.05*. .49*. ߥ੮. 7.11* 2.94*. .64* .51*. ߥ੮ ߥ੮. 4.63*. .58*. ߥ੮. 6.86*. .64*. ߥ੮. 4.84*. .60*. ߥ੮. 5.09*. .60*. ߥ੮. 5.06*. .54*. ߥ੮. 5.28*. .63*. ߥ੮. ʁ3.000. ʁ.400.

(58) ߄ 3-6 ۩ᅽགໆ߄໨Ҟϩ‫݋‬ᄔा߄ ،ᘐॶ. ᚒҞ 1. ᡏᡍ࠻ϣෞ‫ݚ‬ԣࡕག‫ډ‬ᅈ‫ঁى‬Γ୷ҁ ၮ୏ሡ‫؃‬ϐ۩ᅽགǶ 2. ᡏᡍ࠻ϣෞ‫ݚ‬ԣࡕᅈ‫ى‬ғࢲଓ‫؃‬ԋ൩ ‫ޑ‬Ҟ኱ϐ۩ᅽགǶ 3. ᡏᡍ࠻ϣෞ‫ݚ‬ԣࡕ଼நǵ‫ي‬ᡏ‫ڙ‬௓‫ڋ‬ ϐ۩ᅽགǶ 4. ϣЈ཮གྷ‫ۺ‬ᡏᡍ࠻ϣෞ‫ݚ‬ԣࡕ௃ნϐ ۩ᅽགǶ 5. ᡏᡍ࠻ϣෞ‫ݚ‬ԣࡕᡏૈ‫׳‬ӳ‫܈‬ᆢ࡭ό ᡂϐ۩ᅽགǶ 6. ᡏᡍ࠻ϣෞ‫ݚ‬ԣࡕჴ౜Ծ‫ך‬Ꮲಞኅఈ ϐ۩ᅽགǶ 7. ག‫ډ‬ᡏᡍ࠻ϣෞ‫ݚ‬ԣ‫ޑ‬ᘜឦགϐ۩ᅽ གǶ 8. ձΓᇡࣁ‫ך‬ግಞෞ‫ݚ‬ගϲှ،ୢᚒ‫ޑ‬ ඵችǶ 9. ձΓᇡࣁ‫ך‬ግಞෞ‫׳ݚ‬Ԗઢ৒‫ז‬኷ϐ ۩ᅽགǶ 10.ෞ‫࣬ݚ‬ӕ၉ᚒࡌҥΓᆶΓϐ໔ϕ୏ϐ ۩ᅽགǶ 11.ձΓᇡࣁ‫ڀך‬Ԗ‫׳‬ӭғࢲ‫׳‬ӭх৒ϐ ۩ᅽགǶ 12.ձΓᇡࣁ‫ך‬ግಞෞ‫يݚ‬ᡏ‫଼׳‬நϐ۩ ᅽགǶ 13.ձΓᇡࣁ‫ך‬ግಞෞ‫ݚ‬ӧЈᡫᕇளѳᓉ ߄౜ϐ۩ᅽགǶ. 37. ᆶᕴϩ ഢຏ. ( CR ). ϐ࣬ᜢ. 4.49*. .61*. ߥ੮. 6.70*. .72*. ߥ੮. 6.94*. .66*. ߥ੮. 7.87*. .65*. ߥ੮. 7.61*. .72*. ߥ੮. 4.84*. .67*. ߥ੮. 4.83*. .59*. ߥ੮. 5.97*. .60*. ߥ੮. 7.81*. .67*. ߥ੮. 8.71*. .72*. ߥ੮. 6.84*. .62*. ߥ੮. 8.15*. .62*. ߥ੮. 5.72*. .64*. ߥ੮. ʁ3.000. ʁ.400.

(59) ȐΒȑӢનϩ‫݋‬ ȐֆܴໜǴ2009ȑፕϷጓᇙໆ߄ၸำύǴୖԵЎ᝘ᆶ࣬ᜢ౛ፕϐ ࡕǴܴዴ‫ޑ‬ஒໆ߄ϩԋ൳ঁϩໆ߄ǴӚϩໆ߄‫܌‬х֖‫ޑ‬ᚒ໨ࣚ‫ߚۓ‬த మཱǴӚᚒ໨ᘜឦ‫ܭ‬বঁቫय़‫܈‬ᄬय़ܴዴǴЪໆ߄࿶ၸ஑ৎਏࡋᔠਡ ᆶঅ‫ׯ‬ǴӧႣ၂่‫ࡕ״‬Ǵࣴ‫ޣز‬ӆਥᏵໆ߄‫ޑ‬ቫय़Ǵϩձаቫय़х֖ ‫ޑ‬ᚒ໨ᡂኧঁձ຾ՉӢનϩ‫݋‬Ƕ຾ՉӢનϩ‫߻݋‬Ǵֆܴໜǵṅߎ୸ Ȑ2010ȑᇡࣁѸሡа KMO ᆶ Bartlett ᔠ‫ۓ‬Ǵᔠෳໆ߄ࢂց಄ӝё ຾ՉӢનϩ‫ޑ݋‬చҹǶֆܴໜȐ2011ȑࡰр྽ KMO ‫ॶޑ‬λ‫ܭ‬.50 ਔǴ ߾ό‫ە‬຾ՉӢનϩ‫݋‬ǴԶऩा຾ՉӢનϩ‫݋‬ਔǴ‫ځ‬ද೯ྗ߾ԿϿा ၲ.60 а΢Ƕவ Bartlett ౚࠠᔠ‫ۓ‬ၲᡉ๱Ǵж߄҆ဂᡏ‫࣬ޑ‬ᜢᖐତԖӅ ӕӢનӸӧǴࡺ፾ӝ຾ՉӢનϩ‫݋‬Ƕҁࣴ‫ز‬ໆ߄ϐጓᇙ࿶җࣴ‫ୖޣز‬ ԵЎ᝘ᆶ࣬ᜢ౛ፕ᏾౛ࡕǴӆ࿶җΟՏ஑ৎᔠਡঅ҅Ⴃ၂ୢ‫ڔ‬Ǵள‫ډ‬ ่݀ӵΠ‫௶܌‬౛ፕǶ. Ȑ΋ȑᡏᡍՉᎍϐໆ߄ ҁࣴ‫ޑز‬ᡏᡍՉᎍໆ߄ KMO ࡰ኱ॶࣁ.64ǴЪ Bartlett ౚ‫׎‬ᔠ ‫ۓ‬ᡉ๱‫ࣁ܄‬.000Ǵж߄҆ဂᡏ‫࣬ޑ‬ᜢંତԖӅӕӢનӸӧǴࡺ፾ӝ຾ ՉӢનϩ‫݋‬Ƕ ҁໆ߄Ӆ 18 ᚒǴज़‫ۓ‬๧‫ ڗ‬4 ঁӢηঁኧǴ຾Չಃ΋ԛӢનϩ‫݋‬Ǵ җ‫ܭ‬Ӣન 5 ᚒ໨ኧϿ‫ ܭ‬3 ᚒǴࡺஒ೭Ӣનϐᄬय़๏ϒմନǶஒഭᎩ‫ޑ‬ 38.