(Godin 2003)

2.12.22.32.42.5

2.1 Alienation1.

2.

3.

4.

5.

2.2web linkslogo (2004)()

2.3 1. 2. 3.

2.4(Coke et al.1978)

2.5(2000)

H1H2H3H4H5H6

(130)

(2003)1222 (2009)634

20-30

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Respondents

50% 50%190%20~2565%26~3035%300%30%24%46%27%14%59%

Reliability

Construct validity

PLS

ALL

***p < 0.01

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2011 2011 3 41,695Web2.0** (2004)

*Shankar, Elliott & Goulding (2001)

*Escalas & Stern(2003)

*NimmoSavage(1976)*Escalas (2004)Stern(2003)

*