(18)

307-34220101

342 (18)

()

341

*

151353

[]2009/7/19; [] 2009/12/09

* : lch4518@mail.nutn.edu.tw

Sprole, 1985Johnson1826(Johnson, 2008)3020-2935.2 20062008(2002199920042004; Anthony & Jennings,2003; Ariely & Simonson, 2003; Hijikata et al., 2006; Menasce & kula, 2006

19992006200020062004200419972003Engel, Kollat, & Blackwell, 1968; Moschis & Moor, 1979; Ward, Wackman, & Wartella, 19772004Berman & Evans,1982; Engel, Kollat, & Blackwell, 1982; Lazer, 1963

20062006Engel, Kollat, & Blackwell, 1982; Hawkins, Best, & Coney, 1995; Lazer, 1963BaronKenny1986

Sproles1985Sproles Kendall19862001 EngelBlackwellKollat1978 (Hawkins, Best, & Coney, 1995)

19972002

Sproles Kendall1986CSI1992HafstromChae Chung-2006Shim (1996)Fan Xiao (1998)2006Sproles Kendall (1986)CSI

BeamSegev1998

20051999200320042004Burke, 1997; Donthu & Gilliland, 1996; Jarvenppa & Todd, 1997; Monroe, 1990; Roulac, 1994)200620052004200720082003200220062006

Engel, Blackwell, & Miniard,1986

Lazer (1963) HawkinsBestConey (1995) EngelKollatBlackwell (1982)Berman Evans (1982)2006

Wind Green (1974)(1)(2) (Activity, Interest, Opinion ; AIO)(3)(4)(5)

AIO 2006199020001998199720042002AIO

19992004MICYahoo!MSN20041.52006

199920062004

200620062003

20062006

20062006

20062000200620041997

20062006

20062006

Engel KollatBlackwell1968EKB20062006Engel, Kollat, & Blackwell, 1982; Hawkins, Best, & Coney, 1995; Lazer, 1963

BaronKenny1986

1

1

(%)

(1)

369

25.8%

53.0%

389

27.2%

(2)

248

17.3%

42.6%

362

25.3%

(3)

289

20.2%

37.3%

244

17.1%

(4)

246

17.2%

29.6%

177

12.4%

(5)

287

20.1%

27.3%

104

7.3%

(6)

91

6.4%

23.5%

245

17.1%

674

52.6%

1423

749

47.4%

173

25.67%

674

122

18.10%

3C

87

12.91%

97

14.39%

235

34.87%

425

63.01%

127

18.84%

62

9.20%

124

18.39%

40

5.93%

51

7.57%

35

5.19%

1

15001573411353

147.463.01

1.

2.

3.

AIOPlummer (1974)200420022002

Likert1456%0.50 Cronbach 0.600.82Cronbach 0.7642

4.

Sproles Kendall (1986)(CSI)Likert14

62%0.320.45 Cronbach 0.560.61 Cronbach 0.8452

t

2

(%)

2.6343

0.55514

0.764(56%)

0.686(6.85%)

2.0930

0.61663

0.753(11.82%)

2.6974

0.52453

0.696(6.0%)

2.5921

0.54299

0.731(21.78%)

2.6931

0.57726

0.618(9.80%)

2.6429

0.52228

0.845(62%)

0.618(2.87%)

2.0804

0.63276

0.753(20.92%)

2.7219

0.52766

0.680(4.50%)

2.2181

0.59400

0.733(6.34%)

2.4746

0.56854

0.683(3.65%)

2.6710

0.75603

0.860(10.02%)

2.2707

0.57218

0.561(3.30%)

2.5473

0.59983

0.733(7.85%)

31R Square.038.099.044.097

.024.126.049.06023

1.

21p.001p.01432

2121p.001p.01432

3

(1)

(2)

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(1)

(2)

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()

.037

.036

.023

-.040

-.029

-.044

()

-.066*

-.046

-.089**

.009

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-.027

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.075*

.095***

.209***

.171***

.206***

()

.002

.001

.024

.097*

.099*

.103**

.054

.048

.049

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.112**

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-.012

-.008

-.003

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.132**

.112**

2()

3

.010

.016

-.001

.006

.018

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4

.084*

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.066

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5

.009

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()

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()

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.227***

.229***

.002

.166***

.041

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.091**

-.007

.198***

.096***

CI

12.517

30.701

33.748

12.521

30.701

33.748

R2

.038

.050

.201

.099

.116

.175

F

2.967***

2.93***

13.915***

8.365***

5.41***

12.182***

1.*p