ᔈҔϩቫભำׇݤቹៜ B2B Ҿًؓચၛ ᙚཀᜫϐᜢᗖाન Using AHP Approach to Identify Critical Factors Influencing B2B Car Rental Recommendation ԙֻ 1 ୋ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ഋߪӓ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ܭܰǴΨ໔ௗቹៜ҇ჹ׳ளًؓચၛ࣬ᜢၗૻڗೲϐࡺǴ҇זᆶᆛၡวВמᒿࣽ у׳Ҿݾ࣬ΕًؓચၛѱǴԶ٬ளًؓચၛౢޑӭ׳অׯ൩ޑׯᡂǶԜѦǴ୯ϣࡹзޑۺิᢀ ၗྍΕѱᝡݾϐύ٠ޑҾӵՖԖਏၮҔԖज़ޑѱᝡݾΠǴᔼًؓચၛޑጲࠁวǴԶӧԜӵԜᝄद ǴჴࣁҾᔼޣѬځᡍԶᙚϒޑಕᑈؼӳޣચၛਢǴᡣ٬Ҕޑሡޣวрӝ ᆄჹຝǴ٠ϩᜪࣁሡزࣁࣴޣᆶًؓચၛ٬Ҕޣᑔᒧ30ՏѠλ࠼ًચၛౢᔼᆅزࡘԵϐБଞǶҁࣴ ᜢᗖӢનǴځჴ୍ᡍᑔᒧޣزፓǶҗЎǵৎೖፋᆶࣴڔᔈᆄኬҁǴ٠аAHPݤՉৎୢٮᆶ ቹៜB2BҾًؓચၛᙚཀᜫϐᜢᗖाનຑᒧኳԄीԖѤεᄬय़ϷΜΎྗ߾Ƕҗჴ่݀ᡉҢǴӧ ᆄ߾ᇡࣁᇡࣁȨ୍ܺࠔ፦ȩനख़ाǶӧಃΒ๏ᆄᇡࣁȨҾߞ៉ȩനࣁख़ाǴՠሡٮѤεᄬय़ύǴޑಃቫભ ᆄ߾ᇡࣁȨό໔ᘐҔ୍ًܺȩૈΚȩനख़ाǴԶሡޑ๏ᆄᇡࣁȨચၛϦљٮΜΎຑྗ߾ύǴޑቫભ ࣬ᜢࡌǺ()аගϲ୍ܺࠔ፦Ϸ୍ܺബཥࣁ२ाҞǹ(Β)уமޣനࣁख़ाǶനࡕǴ๏ӚᔼҾًؓચၛ ຫǴаቚуڑу׳ߞ៉ޑჹચၛϦљౢғόߞᒘགǴᆕᢀаёߦ٬ҾޣǴᗉխᡣۺ၈ߞᢀޑ୍Γ ޣᙚޑཀᜫǶ ᜢᗖຒǺᙚཀᜫǵ୍ܺࠔ፦ǵҾߞ៉ǵуॶ୍ܺǵαǵϩቫભำׇݤǶ KeywordsǺwillingness to recommend, service quality, business reputation, value-added service, word of mouth, Analytic Hierarchy Process (AHP)Ƕ
1.ᆣፕ ङඳزࣴ 1.1
දޕჹચၛޣӵǺԖݤೕόֹ๓Ǵٯ٤ୢᚒǴډ߈൳ԃٰચًౢวΜϩِೲǴՠΨय़ᖏ २ӃၸౢϩΑှ୯ϣϞزаҁࣴ܌य़ቹៜǴॄޑୢᚒǴӢԶԋჹᡏચًౢ࣬εىόޕၹᇡ ॊǺ܌ચၛౢݩǴӵаΠѤᗺ ВᅌԋዕǴаચၛඹжᖼວ࣪Ҿԋҁۺჹચၛᢀޣᆅ(1) ǴҗаۺᢀޑᖼًܭჹޣቹៜǴ٬ள҇ϷҾᔼޑೲᙯᡂаϷࡹ۬অׯચၛݤзזᒿᔮኳԄ ᖼວБԄǶନԜϐѦǴ୯ϣࡹ۬Ծ2001ԃଆޑิکௗᖼວً፶ǴᙯᡂԋࣁၮҔચၛБԄբࣁҾޔޑ۳ ೲวǶזޑҶΒВࡹǴ୯Γݢਓၯ॥ዊǴΨ໔ௗշߏ୯ϣอයચၛѱڬӄय़Չჴࡼ ೲԋߏזǴߦ٬ચၛѱ׳୯ϣચၛࡹзᡂ(2) 2003ԃ5Д7ВਔǴೢзҬ೯ஒচӃًؓၮᒡᆅܭࡹ۬ࣁႴᓰౢว٠ׯ๓λ࠼ًચၛᕉნǴӦ Ҙᅿλ࠼ًચၛаϷΌᅿޑλ࠼ًચၛᒤݤՉ࣬ᜢঅुǴӧচλ࠼ًચၛᒤݤύǴନΑচٰܭచЎύᜢ ፶ࣁज़)Ǵًޑλ࠼ًϷλًޑચၛԃයаٮλ࠼ًચၛ(ຏ)ǴќՉӆቚуЧᅿλ࠼ًચၛ(၀аග ચऊǴᒤխޑચၛࠨऊӧԃයаځλًચၛک2004ԃ8Д30ВௗុঅुϢλ࠼ًܭԜѦ࣬ᜢൂՏӆ к Εߐᘖޑঅׯߦ٬λ࠼ًϷλًચၛౢޑຏΒ)Ƕаݤз)ۓϐቩਡբচ߾ચၛచЎೕەीଶًՏ٣ ၗྍΕચၛౢǴߦޑдߎᑼᐒᄬΕεໆځε൯ࡋӦफ़եǴԶ֎Їӭ୯ϣҾǵًؓᎍаϷ уጲࠁวǶ׳٬ચၛѱ ӭǴౢᝡݾᐟਗ਼ޣચၛ(3) ޑၮચًаϷျໜიکޑੀიکѱϩѲаޑय़ǴനЬाֽޑચၛѱևӭৎᝡݾᐟਗ਼ޑҞ୯ϣ ѱ՞ऊವ՞୯ϣߏයચၛѱ50%Ǵอයચၛѱ՞30%ǶԜѦǴՔᒿᝡݾཇᖿқϯǴޑৎٿચًǴ೭ ኻΚγચၛǵӄౚനεચًϦљȨՆᆢγȩаޑܿ٧ચၛǵٰԾВҁޑǴӵǺҾიޣдચၛځ ಃΟБચၛѱ༈ΚǴ٬ளચၛޑၮચًϷચًکܭཥચًࣣΕચၛѱǴԋόӕڐǵکϷύચ् ౢᔼВᖿᖑᜤǶ ચၛཥࠠᄊǴׯᡂࡽԖચၛኳԄޑബཥٰόӕа۳ޑמࣽ(4) ԖਏၮҔǴബޑמǴၸ୍ࣽܺޑೲِ׳уᓬ፦ǵБߡЪ׳ޣ๏ٮࣁΑගޣന߈൳ԃǴӚৎચၛ ၮચًӧ2014ԃሦӃࣚǴӃрiRent 24λਔԾշચ୍ًܺǴၸႝηکӵǺٯચၛኳԄǴޑрόӕа۳ کᑫଆǴଛӝᙦҖًؓᆶޑۺၮચًΞ࣮ྗϕᖄᆛཷکચؓǵᐒًǶԜѦ܍APPǴ൩ૈᙁൂޑឦ܌ ഢΠၩiRent ੀიޑՉ୍ܺวᖿ༈MaaS(Mobility as a Service)ǴᡣޣёᒿਔᒿӦճҔඵችࠠးՉ၌ǵႣऊǵ Ǵаჴ٬ҔਏǴ٠ว࠼ЊϣЈჴሞወӧሡޑᏹբаϷбී࣬ᜢ୍ܺǴ٠๓ҔኧᏵϩᙖаගଯၗྍ ཥᄊચၛБԄǶޑ࠼ࣁਡЈ៝ ᐒزࣴ 1.2
ߙǴаᘉεҾӧౢޑ࠼Њڗᕇٰሡޑ࠼៝ى٠ᅈٮౢᕉნύǴҾӵՖගޑӧкᅈࡷᏯᆶᝡݾ ϐǴ२ӃӃΑှቹៜ࠼Њ۸ሡޑፐᚒϐǴԶӧϩ៝࠼ޑࢂϦљᔼޔѱ՞ǴߏΦаٰǴޑᕉნύ ำࡋраΠѤᅿ࠼ЊᜪࠠǺޑ٩ᏵRaphel(1995)۸၈ࡋόӕزҁࣴ?ᜪࠠԖব٤ޑ၈ࡋ (1)ཥ໒ว࠼ЊǺࡰޑࢂ҂මௗၸϦљޑౢࠔ܈୍ܺǴࡑޣ໒วޑ࠼ЊǶ ࠼ЊǶޑࢂচӃςԋҬၸࠅӢࣁࢌ٤চӢᒨᒨ҂ӣᖼޑᙑԖ࠼ЊǺࡰ(2) ࠼ЊࣣόϼሡाޑᙚԶٰڙᙚǴΨӢԜޑ϶ࢂᒃܻӳ܈ᙑԖ࠼Њܭ࠼ЊεٰԾޑᙚ࠼ЊǺ၀ᅿᜪ(3) ௲ػԋҁǶޑ୍ܺکౢࠔޑၸӭ ѬځᙑԖ࠼ЊࠅӢࢌ٤ӢનԶኩਔќޑමࢂϦљޣ܈࠼ЊǴޑӣᖼ࠼ЊǺԜᅿ࠼ЊεࢂࡽԖុӣચ(4) ચၛϦљޑӣᓐ࠼ЊǶ ᏵSchumann(2009)߄ҢǴाᑽໆৎϦљޑᔼၮԋҁǴᎦཥ࠼ЊǴКᆢᛠᙑԖ࠼Њଯр5७ԋҁǶќ फ़ե5%Ǵ(کᕴޑཥ࠼ЊౢғܗǴ៝࠼ᡂ(֖ᙑԖ࠼ЊѨǵ໒ډൔΨගزࣴޑ(Reichheld and Sasser(2000 ፦όεǴ٬܄ৡ౦ޑ୍ܺ܈ౢࠔޑޣ๏ٮග܌Ӛৎλ࠼ًચၛޑճዎԏΕǴԶϞޑගଯϦљ25%~85% ٩ᏵǴӢޑд࠼ЊբࣁચၛୖԵځᙚ๏܈ᒧ၀୍ܺޣᎍ୧БԄςคݤ๏ޑளа۳аሽࣁЬा ᐒǶԜѦǴࣁزಃঁࣴزӢન?ࣁҁࣴޑᜢᗖޑЬाԵໆځԶব٤Ξࢂ?ӢનԖٗ٤ޑԜΑှቹៜ࠼Њᙚ ܌ᙚཀᜫǴޑߞҺԶቹៜ࠼Њޑ࠼ЊډǴаள୍ܺ܈ౢࠔޑόӕٮચၛѱౢᕉნύගޑΑӧкᅈᝡݾ ᐒǶനࡕǴ׆زಃΒঁࣴޑزৡ౦ǴࣁҁࣴޑБԄϐ໔ᜢᗖӢન୍ܺ܈ౢࠔϣޑۓᇡ܌аΑှ࠼ЊᆶҾ วБԄٰӢᔈǴаߦλ࠼ًચޑගрόӕሡޑǴଞჹ࠼ЊޣӚৎλ࠼ًચၛܭǴԖշ่݀ޑزఈҁࣴ ᐒǶزಃΟঁࣴزࢲϯǴࣁҁࣴޑၛౢ ޑҞزࣴ 1.3
ǴၮҔϩڔङඳᆶᐒǴၸЎϷৎୢزਥᏵॊϐࣴزᐒǴҁࣴزङඳϷࣴز٩Ᏽॊࣴ ቫભำׇݤ(Analytic Hierarchy ProcessǴAHP)ǴࡌᄬቹៜB2BҾҔЊჹλ࠼ًચၛᙚཀᜫϐᜢᗖӢનǴᘜ ӵΠǺޑҞزયҁࣴ ҞቫભࢎᄬǶޑλ࠼ًચၛᙚཀᜫӚঁᄬय़ᆶྗ߾ܭǵҾҔЊჹ ΒǵၮҔϩቫભำׇݤ(AHP)ՉҾҔЊჹλ࠼ًચၛᙚཀᜫϐຑᒧϷख़ϩǶ Ե٩ᏵǶୖޑ୍ܺٮᆅཀ఼բࣁ҂ًٰؓચၛϦљගٮΟǵ٩Ᏽख़ॶीᆉ่݀Ǵග л 2.Ўӣ៝ 2.1 ᙚཀᜫ ကۓޑᙚཀᜫ 2.1.1
ޣٮග୍ܺځᙚޣࠔ፦ቹៜ୍ܺޑڙག܌ϣЈޣParasuraman, Zeithaml, and Berry(1991)ࡰр ٮග୍ܺܭᅈཀޣډੀ(2000)ΨගڬᜢᗖࡰǶԶޑᙚཀᜫΏࢂቹៜ៝࠼۸၈ࡋځཀᜫǴޑдΓځ๏ Γᄊࡋঁޣࢂޑж߄܌ཀᜫำࡋǴޑբ҅य़࠹ᆶᙚޣٮᜫཀඹ୍ܺගޣਔǴ୍ܺ܈ౢࠔޑٮගޣ ΠჹౢدΓঁޣᙚཀᜫࢂࡰ܈மࡋࢂࡰ៝࠼۸၈ࡋǶԶЪǴAnderson(1998)ࡰрαᙚޑՉࣁ໔ᜢ߯ک ډᡏᡍǶќѦǴButtle(1998)ගޑ߄ၲԾρ܈ܤΓ୍ܺ܈ၗૻҬࢬǴԶߚ҅ԄӦӛϦљޑ୍ܺ܈ࠔ ۸၈ޑаǴ៝࠼܌ǴΨхࡴҾಔᙃǶ୍ܺ܈ჹຝόࢂଞჹࠔจǵౢࠔޑፕ܌ځကǴۓޑଞჹαᙚޣ ܈ҾޑٮǴΨჹङࡕගيౢࠔᆶ୍ܺҁܭቹៜਏǴЪჹຝό߳ज़ޑԖ҅य़ڀࢂցᜫཀᙚ๏дΓܭࡋჹ ࠔจԋቹៜǶ 2.1.2 ޣᙚޑख़ा܄
ਔ໔Ǵޑࠔ፦ղᘐ୍ܺ܈ၗૻǴ៝࠼ૈᕭอჹౢࠔޑᙚډᆛၡၗૻٰᕇள܈ၸᆶдΓϕޣ ቶ൞ϟǴޑ࠼ࢂϦљനӳ៝ޑЍр٠ቚуϦљԏǴAfuah and Allen(1998)ගр۸၈ޑԶҾ߾෧ϿՉᎍԋҁ дၗૻᆅၰǴځܭ࠼ǶќMurray(1991)Ψว࣬ჹ៝ޑԖଯࡋወΚڀӦ൩ૈᎦрဂזϟಏǴࡐޑၸ៝࠼ ΨᇥܴǴᙚՉࣁόӧ่݀زࣴޑ(ᙚǶќBone(1995ޑਔǴКၨܰ࣬ߞдΓ୍ܺ܈ᖼວౢࠔޣ ਏ݀ǶޑԖߏයڀղᘐǴӕਔΨޑ୍ܺ܈ౢࠔܭჹޣډอය໔ቹៜ 2.2 ୍ܺࠔ፦ ကۓޑ୍ܺ 2.2.1
ǴЪΨόౢޑҁ፦ࢂคځ๏ќБǹٮճǴҗБග܈ကࣁȨᅿࢲۓKotler(1998) ஒ୍ܺ ޑаගଯ៝࠼ሡޑޣ಄ӝٮǴωૈග܄ځҁ፦ѸుΕΑှޑ୍ܺܭᙯᡂȩǶҾჹނޑނғҺՖ٣ ᅈཀำࡋǴᏢޣParasuremam, Zetihaml, and Berry (1988)ଞჹ୍ܺޑҁ፦ගраΠѤε܄Ǻ ޣǶӢԜޑᡏۓڰࢂคؒԖ୍ܺܭԖჴᡏǴՠ୍ܺᆶౢࠔόӕϐೀӧڀIntangibility)Ǻౢࠔࢂ)܄ค(1) ϣᆶሽॶǶځᖼວ୍ܺϐคݤຑ (2)όёϩപ܄(Inseparabity)ǺౢࠔޑౢғёҗғౢǵᓯӸǵᒡଌࢬำϩ໒ՉǴՠޣᖼວ୍ܺޑΠǴ ൩ӕਔౢғǴคݤՉϩപǶځ ৡ౦ǶӢԜҾᜤ܌όӕԶԖޑᡍ໔ޕགޑǴӢঁΓڙགޑࠔ፦ޑჹ୍ܺޣheterogeneity)Ǻ)܄౦፦(3) ࠔ፦НྗǶޑϣᆢ࣬ӕ୍ܺޑٮග܌ځаჹ คޣа܌ߡคݤӵౢࠔёଏӣǴٮPerishability)Ǻ୍ܺคݤӵౢࠔኬёᓯӸǴ୍ܺѿග)܄ೳܰ(4) ݤӵӕౢࠔᚐѦᖼວаഢҔǶ ကۓޑࠔ፦୍ܺ 2.2.2
යޑᅿᄊࡋǴࣁ៝࠼ჹ୍ܺܭᜪ՟ۺཷޑॺParasuremam, Zetihaml, and Berry(1985)ջගр୍ܺࠔ፦ޣᏢ ډຑǶќGarvin(1987)ගޑ܄ǵߏය܄ǵಕी܄ᅿᡏޑ܌ৡຯǴԶޑ߄ϐ໔୍ܺډڙఈᆶдॺჴሞག Ǵջ܄ޑ܄ȩᆶӝЯȨೕȩǴӢࣁ୍ܺԖ౦፦ӝЯȨሡܭղᘐǴख़ᗺӧޑ܄࠼Ьᢀ៝ܭ،ڗࠔ፦Ьा୍ܺ ჹ୍ܺޣำࡋǶΨ൩ࢂᇥऩޑሡޣىЬᢀղᘐǴࡺ୍ܺࠔ፦ࢂࡰᅈޑך࠼Ծ៝ܭۓ،ᚯ܈ӳޑ୍ܺ ޣǴ߾߄ҢޕᇡޑΓঁܭࠔ፦ǴϸϐǴऩλ୍ܺځᅈཀޣǴж߄ޕᇡޑΓঁܭε܈ܭයఈॶऩ࣬ޑ ၀୍ܺࠔ፦Ƕڙคݤௗ 2.3 Ҿߞ៉ ကۓҾߞ៉ϐ 2.3.1
Ҿߞ៉നԐࢂӧ1996ԃҗऍ୯ફऊථৱᏢଣޑӜ៉௲ᅟථ•БѲਟ(Charles Fombrun)܌ගрޑ ӜڮࢂҗϦљձǵ่݀کᡏ߄ǴԶ೭٤Չࣁޑ่݀کကǺҾߞ៉ж߄໔ϦљӧၸѐϪՉࣁۓ ԖӛӭБճ্ᜢڀඔॊ၀ϦљځᄬԋǴ܌ᆶπӑຝޣӑຝǵၗޗǵޣ߄ॊϐࡕǴӆӝ๏ךаϷԾ м ǵճǵ܄ᜢೱޑࠔจ܈ࡰрҾࠔจЇрӅӕౢࠔ׳2003ԃܭΚǶԜѦǴKellerૈޑሽॶౢрٮ߯Γග ځჹޣᒍǴԶගଯΑ܍ޑؼӳޣᆛၡ႟୧Ǵ๏ޑሽॶǵᄊࡋǵᜢ߯ᆶҾߞ៉ǶԶЪᖂ៉ؼӳ ϐߞҺ(Ha,2004)Ƕ 2.3.2 Ҿߞ៉ޑ܄
Ǻ܄ϖᗺޑाનǴ٠ᘜયрҾߞ៉ޑЎрӅӕޑ2001ԃਥᏵа۳ܭGotsi and WilsonޣᏢ ǶۺཷޑࢂᅿᄊيҾߞ៉ҁ(1) Ҿߞ៉ሡाߏਔ໔ٰՉࡌҥ٠ᆅǶ(2) ᡏϯǶڀޕቫભޑдᝡݾჹЋӧԜሦୱύځܭҾߞ៉ஒϦљ࣬ၨ(3) Չࣁᆶྎ೯ǴԶЪӧӕਔ໔ҾޑຝǴຝቻঁҾޑΓॺВதғࢲܭำࡋ࣬՟ޑҾߞ៉ӧࡐε(4) ຝ࣮ݤǶޑϺҾܭճ্ᜢ߯Γჹډߞ៉ቹៜ ߞ៉่݀ǶޑϦљԖόӕޑ፦܄࣬ӕܭҽङඳǴჹيޑаϷঁΓޗдॺӧᔮǵܭճ্ᜢ߯Γ୷ޑόӕ(5) 2.4 уॶ୍ܺ ကۓޑуॶ୍ܺ 2.4.1
୍ܺ܈๏៝࠼ϐѦǴќሡόᘐӦၸബཥБԄٰቚуౢࠔ୍ܺ܈ౢࠔޑςԖيҁٮ൩୍ٰܺᇥǴନΑග ൩ࢂಔᙃၮҔϦљၗྍۺཷޑᆶᝡݾჹЋόӕϐೀǴԶȨуॶȩ୍ܺ܈ౢࠔޑٮගيߕуሽॶǴᙖа႖Ծޑ ਏǵफ़ե୍ܺԋҁٮၗૻᒡೲࡋǵ෧Ͽ೯ૻଌምᛖǵቚу୍ܺගזჹၗՉԖਏϩǴ٠ၸуٰ уॶ୍ܺࢂࡰޑᒏ܌ကǴേ҅๔(1998)ගрۓޑуॶ୍ܺܭߕуሽॶ(ယΏᓉ,1999)ǶᜢޑيБԄǴٰᘉε୍ܺҁ ߕуሽॶǶޑচԖ୍ܺ܈ՅٰගϲౢࠔޑфૈᆶᚐѦޑࣁ୷ᘵǴҗቚу٤ബཥ୍ܺ܈ౢࠔޑаҾԖ ܌ᄬԋǴхࡴ:চǵуπǵၮᒡǵ೯ၡǵ୍ܺǴ೭٤ሽॶࢲ܌аǴҺՖౢࢂҗೱՍȬሽॶࢲȭ܌ Їว(љ২ၲ፣,1995)Ƕޑۺཷ(ߕуሽॶ҅ࢂуॶ୍ܺ(added valued serviceޑٮග ౣᆶբݤޑуॶ୍ܺ 2.4.2
ၸำޑໆౢۈౢࠔ໒ډǴஒғౢϣவബཀวགྷۺᢀޑᎄඳᅞ(2001)ଞჹϣуॶ୍ܺǴ٩ᏵሽॶޣᏢ ࢂࢬำ܈ബཀޑၸำуΕόӕঁౢࠔՉᎍΟঁ໘ࢤǴکϩࣁΟঁ໘ࢤǴϩձࢂౢғബཀǵᇙғౢ ϯӢનϐࡕǴջౢғཥࠠᄊޑౢࠔ܈୍ܺኳԄǶ ߄2-1 уॶ୍ܺౣբݤ уॶౣ ᇥܴ аচԖનࣁ୷ᘵǴуΕཥᗺηǴஒનуа़ғǴബ ബΚ рཥޑౢࠔ ബཀౢғ નуаಔӝޑቹႽόӕᜪձ܈՜ ౦፦નಔӝ ஒЎӷǵᖂॣۯ܈ϣቚу ໘ࢤ ᡯख़ཥಔӝϩᜪڗϣϩှࡕख़ಔ ӕ፦નಔӝ ൂનϩǵᑔᒧǵᘏ
ᡏϯԋࣁࠔΕໆౢڀஒౢࠔᄬགྷೌמғౢᇙ ᇙ ճҔғౢ уॶೌמ ևڀϣаόӕၩޑ໘ࢤ ᙯඤၩᡏ ஒӕኬ
Չᎍᎍ୧ Չᎍ Չᎍ࠹ૈΚ ໘ࢤ ᆶൂՏϐᜢ߯
༼زၗٰྍǺᎄඳᅞ(2001) ҁࣴ 2.5 α ကۓα 2.5.1
ՉڀдπځࢂճҔ܈ᚈБϐ໔ǴаαჹαޣڙᆶௗޣαࢂၗૻଌډύගزArndt(1967)මӧࣴޣᏢ ВמၗૻၲၸำǶԶՔᒿࣽޑόаࣁрวᗺ܈ၗૻሀՉࣁǴԶԜᅿՉࣁࢂᅿߚ҅Ԅޑౢғ܌ྎ೯ Ԅαჹαϕ࣬य़ჹྎ೯ǴၸጕᆛၡБܭࢬ೯БԄό߳ज़ޑᖿБߡܰǴα׳ளڗวၲ٬ளၗૻ ཥᖿ༈ǴԜѦǴαޑᖼວϐКၨǴ៳ฅԋࣁќᅿሀαޣдځٮǴޣԄሀ٬Ҕၗૻ๏ϒ
н ᖼວǵޣܭቶ࣬КჹکՉࣁǴޑԶၲޑၗૻଌǵҬࢬǴЪҺՖБࣣόࣁΑᎍ୧Ҟޑࢂᅿߚ҅Ԅ αࢂډRichins(1983)ගޣቹៜ(Blackwell,Paul,and James,2001)ǶԜѦǴᏢޑԖख़ाڀӳᙯඤᆶᙚՉࣁୃ αࢂᅿჹډຑፕǵϩ٦ྎ೯ǶԶ(Westbrook,1987)ගޑ܌ᡏᡍǴԶޑΓၸำঁޑҾ܈ჹౢࠔܭ୷ޣ ߚ҅ԄൔණթՉࣁǶԶЪ҅य़αόёޑ٬ҔݩǵՅځܭǴଞჹԖᜢޣࢂౢࠔᎍ୧܈ౢࠔǵ୍ܺۓ ёߞࡋޑёᙖԜቚуҾճዎǹԶॄय़α߾෧ϿҾቶ׳ЍрǴऩԋф֎Їཥ៝࠼Ǵޑ෧ϿՉᎍ (Reichheld and Sasser,1990)Ƕ ၗૻٰྍ 2.5.2
ၗૻٰᇶշԾρ،(Solomom,1996)ǴԶޑਔǴѸҗ࣬ᜢנޑӧय़ᖏԖᜢୢᚒޣ ϣཛྷ൨ࢂࡰவߏයޑᒏ܌ᅿၗཛྷ൨ԄǴٿளБԄёϩࣁϣཛྷ൨ᆶѦཛྷ൨ڗၗૻܭჹޣقԶ ၸำޑՉᇆၗૻٰڋၸำǴԶѦཛྷ൨߾ࢂࡰၸѱᐒޑ࣬ᜢၗૻפ࣬ᜢᐕ൨ޑࢂа۳܈Ꮻύޑ Beatty and Smith(1987)ஒၗૻཛྷ൨ٰྍϩࣁ:൞ᡏٰྍǵΓሞᜢٰ߯ྍǵ႟୧ٰྍаޣBlackwell et al.(2001)ǶᏢ ѦၗૻٰྍεठёϩѤᅿǺޑၸำύǴୖྣޑᖼວۓ،ӧޣ2006ԃᇡࣁܭKolterޣϷύҥၗٰྍǴԶᏢ ዕΓǶکΓٰྍǺᒃǵܻ϶ǵᎃۚঁ(1) ٰྍǺᆛၡǵቶǵᎍǵᎍ୧ΓаϷҢ/хးǶ(2) ຑ᠘ᐒᄬǵεኞ൞ᡏǶޣϦӅٰྍǺ(3) ࣬ᜢᡍǶޑ٬ҔౢࠔکᡍٰྍǺᔠᡍǵೀ(4)
Бݤزࣴ.3 ࢎᄬزࣴ 3.1
ǴࡌҥȨቹៜB2BҾًؓચၛᙚཀᜫȩϐቫભࢎᄬǴ٠аቫભزଞჹB2BҾًؓચၛՉࣴزҁࣴ ચၛᙚًؓܭᆄϐ໔Ǵჹ๏ᆶሡٮϩݤ(AHP)ीᆉǴаᕇளӚຑᄬय़ᆶྗ߾ϐख़ᆶᓬӃׇǴ٠Кၨ ࣁୖԵϐ٩ᏵǶޣચၛ࣬ᜢًؓٮǴаග܄౦ӕޑཀᜫाનख़ຎำࡋ ᄬय़ᆶྗ߾ຑᒧزࣴ 3.2
ϐຑᄬय़ᆶࡰǶزҁࣴۓԋ݀Ǵ٩Ᏽ࣬ᜢЎᔕزၸЎϩݤǴᇆ୯ϣѦ࣬ᜢբϷࣴزҁࣴ ǴଛӝౢङඳǴୖଜ࣬ᜢЎගраΠϖᗺࣁ୷ҁচ߾Ǻڗࡰᒧزҁࣴ ፄᚇᆶᚳεǴѨѐჴҔሽॶǶسǴՠᗉխ܄ӄय़ᆶᡏΚسǺቫભຑᡏ܄س)ǵ) Ƕ܄Ьाޑނ٣زࣴ܌аϸᔈىϐࡰڗᒧ܌Ǻ܄Β)ǵж߄) ीୖԵǶޑࡌᑐೕჄਔܭϐࡰёҔڗᒧ܌Ǻ܄Ο)ǵᔈҔ) ߾Ƕྗޑໆۓᆶ܄ۓǴࡌҥ܄ၗǴଞჹӚӢηޑǺճҔԖ܄Ѥ)ǵёՉ) ٬ҔǶޣᆶ،ޣೕჄܭǺຑ٬ҔᙁܰǵБߡǴёߡ܄ϖ)ǵܰᏹբ) (ϩቫભݤ(AHP 3.3
ຑޑፕᆶБݤǴஒፄᚇ،ޑس1971ԃගрϩቫભݤ(AHP)Ǵ၀ܭϰൕεᏢThomas L.Saaty௲ ჹᡏ٣ޣӭख़Ҟ(multi-object)ᆶӭख़ຑྗ߾ݩΠǴᔅշ،ޑۓቫભ่ᄬǴёӧόዴޑୢᚒჄϩࣁόӕ ளӚԋჹ೬ᡏၮᆉǴڀǶၸໆϯϩǴҗ،ϩπೌמϩޑ܄سӄय़ᕕှǴຎࣁᅿӭྗ߾ނ ຑ،ϐૻ৲Ǵ܈௭ڗࡕǴբࣁ܄ତϐቻॶ(Eigenvalue)ᆶቻӛໆӛໆ(Eigenvector)Ǵӕਔᔠຎંତϐठં Ԗڀ॥ᓀǶAHPӢޑкϩၗૻǴफ़ե،ѨᇤٮගޣᓬӃՉׇǴࣁ،܈ϐᓬӍ܄Бਢ࣬ჹख़ा،ۓዴ ቶݱၮҔ(ᎅਁྍǵම୯Ǵ1989)ǺډڙΠӈᓬᗺ ᡯǵAHP ϐϩำׇᆶ
ाનࣣયΕୢᚒύǶԜ໘ࢤޑጄൎǴࡌᅰёૈᘉǴ٠ஒቹៜୢᚒޑёૈ఼ᇂ܌ୢᚒܭୢᚒǺჹۓ)ǵࣚ) ᆶׇǶ܄ᜢᖄځӢનӈрǴԜਔኩόԵቾޑ࣬ᜢ܌ёҗЎᇆǵቺݤǵတΚᐟᕏݤБԄǴஒᆶୢᚒԖ Ǵ่ᄬёаவᡏҞǵηҞǵ،่݀ۓቫԛჄϩё٩ϩୢᚒϐፄᚇำࡋԶޑΒ)ǵࡌҥቫભǺቫભ) ࣬ϕᜢ߯ᆶᐱҥᜢ߯ǶࡌҥቫભᔈݙཀǺ(1)നଯቫભж߄ຑϐനಖҞޑǴाݙཀख़ाӢનϐ໔ۓՉቫભ о ᎅਁྍǵම୯)܄ၸӭǴаѸխቹៜቫભϐठەӢનᏃໆӧӕቫભǶ(3)ቫભϣӢનόޑ࣬՟܄Ƕ(2)ख़ा Ǵ1989)Ƕ ाન໔ԋঁٿाનӧаቫભࢌाનࣁຑ୷ྗΠǴ௦ҔӜҞЁࡋՉޑቫભঁीᆶፓǺڔΟ)ǵୢ) ࣬ჹख़ाำࡋǴϩࣁΐঁભǴҗȨӕख़ाȩԿȨ๊ჹख़ाȩ(ӵ߄3-1)Ǵϩձ๏ޑჹКၨǶӜҞЁࡋ٩όӕ ဂ،܈ޣᇥܴǴᡣ،ٯጄޑୢᚒǴ٠ߕа၁ಒޑԋჹКၨѸమཱ௶ॊڔКख़ຑКǴୢޑϒຑவ1Կ9 ᡏޑԋ༤ቪǶ ߄3-1 AHPຑЁࡋཀကϷᇥܴ
က ᇥܴۓ ຑЁࡋ ଅࡋޑԖӕڀКၨБਢٿ ӕख़ 1 3 ัख़ा ᡍᆶղᘐั༾ӛࢌБਢ 5 ሥख़ ᡍᆶղᘐமਗ਼ӛࢌБਢ 7 ཱུख़ा ჴሞᡉҢߚதமਗ਼഻ӳࢌБਢ ჹ഻ӳࢌБਢ๊ۓᏵޭىჹख़ा Ԗ๊ 9 ॶਔǶ૱שύ໔ॶ ሡाޑ2ǵ4ǵ6ǵ8 ࣬ᎃЁࡋ
(ၗٰྍǺSaaty (1980
(Ѥ)ǵࡌҥԋჹКၨંତǺଷԖnঁाનਔǴ߾ሡՉn(n-1)/2ঁԋჹКၨǶஒnঁाનКၨϐ่݀ǴܭԋჹК ࣬ჹՏفኧॶǴࣁΟޑϩفКၨǴࡺ֡ࣁ1ȑǴԶΠΟޑيጕࣁाનԾفϩȐЬჹفΟޑၨંତA ኧॶޑॹኧǴջaji = 1/aijǶંତӵΠკ܌ҢǺ ԋჹКၨંତAǴӵ(1)Ԅ w w w a a ⋯a ⋯ ⎡ w w w ⎤ a a ⋯a w w w = =⎢ ⋯ ⎥ (1) A ⋮⋮⋯⋮ w w w ⎢ w ⎥ a a ⋯a ⋮⋯⋯ ⎣ w ⎦
ख़ޑύa w w Ӛࣁྗ߾iᆶjځ Ǵ Ǵ
Ǵӵ(2)Ԅᆶ(3)ԄǺ܄ॹኧڀ߾ԋჹКၨંତAࣁ҅ॹॶંତǴ಄ӝંତύӚाનࣁ҅ኧǴЪྗ a = 1 (2) a a a = (3) a (ϖ)ǵीᆉቻӛໆϷቻॶǺ ஒྗ߾ԋჹКၨંତA४Ӛྗ߾ख़܌ԋϐӛໆw Ǻ
t w =(w Ǵw ,⋯,w ) (4) ёள(5)Ԅᆶ(6)ԄǺ w w w ⋯ w ⎡ w w w ⎤ w w w w Aw =⎢ ⋯ ⎥ (5) w w w ⋮ ⎢ w ⎥ ⋮⋯⋯ w ⎣ w ⎦
w w Aw =n ⋮ (6) w
ҭջ(A-nI)w =0 (7) w ৡ౦ǴࡺAw ɨnw ߡޑॶǴѸԖࢌำࡋ ޑຑКǴᆶჴޑ๏ϒ܌ՉԋჹКၨਔЬᢀղᘐޣӢࣁa ࣁ، w
п жnǶڗคݤԋҥǴӢԜǴSaatyࡌаAંତύനεቻॶλ ٰ
ҭջ A=λ w (8)
(A-λ I)w =0 (9) ளϐനεቻӛໆǴջࣁӚྗ߾ϐख़ǶԶനεቻॶϐ܌ᆉрٰǴݤǴҗ(9)ԄനεቻॶϐޑତAં ளၨᆒዴϐ่݀ǶྗϯБԄ(10)ԄёޑύΞаՉӛໆѳ֡ॶځǴڗᆉǴSaatyගрѤᅿ߈՟ݤ n 1 aij w i, j 1,2, ,n (10) i ¦ n n j ¦aij i 1 (Ϥ)ǵीᆉӚቫભठ܄ࡰǺ К(consistency ratio,CR)Ǵ܄ǴҭջीᆉӚቫભठۓᔠ܄ǴѸӆ൩ቻӛໆՉठ܄ӝޑϣڔୢۓࣁዴ Ǵڙ0.1БૈௗܭКॶѸλ܄ǴᇡࣁठـཀޑSaaty К(consistency ratio hierarchy,CRH)Ƕ٩܄ቫભठک ց߾ջ߄ҢቫભޑाનᜢೱԖୢᚒǴѸख़ཥՉ܌ԖӢનᆶᜢೱޑϩǶ ठ܄ࡰȐconsistency index, C.I.ȑC.I. (λmax − n) ⁄ (n − 1) ठ܄КȐconsistency ratio,C.R.ȑC.R=CI ⁄ RI ܄ठޑౢғ܌ॹॶંତǴӧόӕ໘ኧΠǴ҅ޑౢғ܌ࡰȐrandom indexǹR.I.ȑҗຑЁࡋ1Կ9܄ύᒿᐒځ ࡰॶǴόӕ໘ኧΠޑᒿᐒࡰӵ߄3-2Ƕ ࣬ჹᒿᐒࡰ R.I.ॶځ߄ 3-2 AHP ύӚ໘ቫКၨҞኧ n Ϸ ໘ኧ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 R.I. 0 0 0.58 0.9 1.12 1.24 1.32 1.41 1.45 1.49 1.51 1.48 1.56 1.57 1.58
ၗٰྍǺSaatyȐ1980ȑ
р ᆶϩ่݀زࣴ.4 ࢎᄬزࣴ 4.1 ቫϷࢎᄬ(კ4-1)Ǵ٠аԜࢎᄬޑ٩ᏵЎᆶ่ӝౢჴ୍Ǵ༼рѤঁᄬय़ϷΜΎຑྗ߾زҁࣴ բࣁࡕុՉቹៜB2BҾًؓચၛᙚཀᜫϐᜢᗖाનᑽໆ٩ᏵǶ
!*܄ό໔ᘐҔ୍ًܺ)ߥ
!*܄ှ)ёکӄำୖᆶ٣ࡺ !*܄ߕᎯ)Ԗ ܺ!୍!ࠔ!፦! !*܄ଌ୍ًܺ)ᜢᚶڗᆢঅ
35 λਔ࠼Њ୍ܺǵၰၡ௱ජ)ӣᔈ܄*! ቹ ៜ C3C ચၛϦљޑૈΚ! Ҿ!!ߞ!៉! ચၛϦљޑҾёߞࡋ! Ҿ !ำࡋޑ࠼Њ഻ངڙચၛϦљ ؓ ً ચ ၛ Ӄચࡕວਢ! !*ᙚ ଷВӅ٦ਢ)ଷВӣચ ཀ *ચၛීًۓሽਢ)ීًۓᜫ ज़ ϐ у!ॶ!ܺ!୍ !ຑ ԋҁًચၛਢ ᒧ !ᆢঅਢ۬ډ ࡰ ࢎ ᄬ ᆛၡα
ᒃ϶α! α!!!!! ቷα!
࠼Њᆄࣚα!
سკ4-1 ቹៜB2BҾًؓચၛᙚཀᜫϐຑ໘ቫᡏ ၗٰྍڔAHP ୢ 4.2
࠼ޑᆄৎ(Ҿًؓચၛӝऊຬၸ3ԃᔈᆄৎ(ҾًؓચၛவΓ)ϷሡٮҽǴଞჹڔAHPୢ ղᘐޑКၨٿٿଞჹӢનޣ༤เڔ15ҽǴӅी30ҽǴࣁᗉխAHPୢڔୢܫቷ)ҽǴӚวޑЊϷ࣬ᜢଛӝౢ ӣڔεҽࣣ௦ᒃೖᇥܴǴӢԜୢܫวڔቚуǴୢڔคਏୢޑό೯ၸۓᔠ܄ǴᏤठठ܄ӝڀࡕόЪό ԏଯၲ100%Ƕ 4.3 ᔈҔ AHP Չख़ϩ
ϐز೬ᡏPower ChoiceǴՉቹៜB2BҾًؓચၛᙚཀᜫϐຑϷϩीᆉǶҁࣴڀ௦،πزҁࣴ ᆄৎՉԋჹКၨǴ٠ၮҔ،๏ᆶሡٮᑽໆϩϩࣁѤঁᄬय़ǵΜΎྗ߾ǴϩձҗB2BҾًؓચၛϐ ीځǴϐा܄ǴᆶӚঁԋჹંତࣣ಄ӝठ܄C.I.ᆶC.R.ॶࣣɩ0.1Ǵ߄ҢԋჹКၨϐӝځ೬ᡏीᆉࡕǴڀπ ᆉ่݀ӵΠǺ ๏ᆄҽǺٮǵ ()ǵಃቫભᄬय़ᑽໆϩǺ ȨቹៜB2BҾًؓચၛᙚཀᜫϐᜢᗖाનȩҞቫΠϐᑽໆᄬय़ǴӧزǴҁࣴޕ٩Ᏽ߄4-1ϩ่݀ள < (ख़٩ׇࣁǺȨҾߞ៉ȩ(0.416019) >Ȩ୍ܺࠔ፦ȩ(0.327396) >Ȩαȩ(0.151852ځ๏ᆄҽǴٮચၛًؓ Ƕϐा܄ठډȨуॶ୍ܺȩ(0.104734)Ƕҁᄬय़C.I.=0.00064ɩ0.1ǴC.R.=0.000071ɩ0.1Ǵࣣၲ с ๏ᆄٮ-߄ 4-1 ቹៜ B2B Ҿًؓચၛᙚཀᜫϐᜢᗖाનᑽໆᄬय़ϐख़ϩ
௨ׇ܄ԛ ቹៜᄬय़ ᡏख़ ख़ा 1 ୍ܺࠔ፦ 0.327396 2 2 Ҿߞ៉ 0.416019 1 3 уॶ୍ܺ 0.104734 4 4 α 0.151852 3
λ = 4.00191 C.I.=0.00064 C.R.=0.000071
(Β)ǵಃΒቫભྗ߾ᑽໆϩǺ 1.Ȩ୍ܺࠔ፦ȩᄬय़ຑྗ߾ ຑྗ߾ࡪख़ाำࡋ٩ׇࣁǺȨό໔ᘐҔًޑ๏ᆄৎᇡࣁǴȨ୍ܺࠔ፦ȩᄬय़ΠٮǴޕҗ߄4-2ϩ่݀ள ଌًڗှȩ(0.257036) >Ȩ24λਔ࠼Њ୍ܺǵၰၡ௱ජȩ(0.238629) >Ȩᆢঅکȩ(0.340756) >Ȩӄำୖᆶ٣ࡺ୍ܺ ϐा܄ठډȩ(0.118974) >ȨߕᎯȩ(0.044605)Ƕҁᄬय़C.I.=0.00558ɩ0.1ǴC.R.=0.00499ɩ0.1Ǵࣣၲ୍ܺ Ƕ ๏ᆄٮ-߄ 4-2 ୍ܺࠔ፦ᄬय़ຑྗ߾ϐख़ϩ
௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा ό໔ᘐҔ୍ًܺ 0.340756 1 1 ှ 0.257036 2کӄำୖᆶ٣ࡺ 2 3 ߕᎯ 0.044605 5 ଌ୍ًܺ 0.118974 4ڗᆢঅ 4 5 24 λਔ࠼Њ୍ܺǵၰၡ௱ 0.238629 3 ජ
λ = 5.02233 C.I.=0.00558 C.R.=0.00499
2.ȨҾߞ៉ȩᄬय़ຑྗ߾ ޑຑྗ߾ࡪख़ाำࡋ٩ׇࣁǺȨચၛϦљޑ๏ᆄৎᇡࣁǴȨҾߞ៉ȩᄬय़ΠٮǴޕҗ߄4-3ϩ่݀ள ำࡋȩ(0.185585)Ƕҁᄬޑ࠼Њ഻ӳڙҾёߞࡋȩ(0.375599) >ȨચၛϦљޑૈΚȩ(0.438816) >ȨચၛϦљ Ƕϐा܄ठډय़C.I.=0.00005ɩ0.1ǴC.R.=0.00008ɩ0.1Ǵࣣၲ ๏ᆄٮ-߄ 4-3 Ҿߞ៉ᄬय़ຑྗ߾ྗ߾ϐख़ϩ
௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ચၛϦљޑૈΚ 0.438816 1 2 ચၛϦљޑҾёߞࡋ 0.375599 2 ำࡋ 0.185585 3ޑ࠼Њ഻ӳڙચၛϦљ 3
λ = 3.00010 C.I.=0.00005 C.R.=0.00008
3.Ȩуॶ୍ܺȩᄬय़ຑྗ߾ ຑྗ߾ࡪख़ाำࡋ٩ׇࣁǺȨԋҁًચၛޑ๏ᆄৎᇡࣁǴȨуॶ୍ܺȩᄬय़ΠٮǴޕҗ߄4-4ϩ่݀ள (ᆢঅਢȩ(0.198642۬ډሽਢȩ(0.219562) >ȨӃચࡕວਢȩ(0.212768) >Ȩීًۓਢȩ(0.279371) >Ȩज़ Ƕϐा܄ठډȨଷВӅ٦ਢȩ(0.089658)Ƕҁᄬय़C.I.=0.00216ɩ0.1ǴC.R.=0.00193ɩ0.1Ǵ֡ၲ<
т ๏ᆄٮ-߄ 4-4 уॶ୍ܺᄬय़ຑྗ߾ྗ߾ϐख़ϩ
௨ׇ܄ԛ ቹៜᄬय़ ֽख़ ख़ा 1 Ӄચࡕວਢ 0.212768 3 ଷВӅ٦ਢ 0.089658 5 2 ሽਢ 0.219562 2ීًۓज़ 3 ԋҁًચၛਢ 0.279371 1 4 ᆢঅਢ 0.198642 4۬ډ 5
λ = 5.00865 C.I.=0.00216 C.R.=0.00193
4.Ȩαȩᄬय़ຑྗ߾ ຑྗ߾ࡪख़ाำࡋ٩ׇࣁǺȨ࠼Њᆄࣚαȩޑ๏ᆄৎᇡࣁǴȨαȩᄬय़ΠٮǴޕҗ߄4-5ϩ่݀ள (0.57051) >Ȩቷαȩ(0.148782) >Ȩᆛၡαȩ(0.146664) >Ȩᒃ϶αȩ(0.134044)Ƕҁᄬय़C.I.=0.00445ɩ Ƕϐा܄ठډ0.1ǴC.R.=0.00494ɩ0.1Ǵ֡ၲ ๏ᆄٮ-߄ 4-5 αᄬय़ຑྗ߾ྗ߾ϐख़ϩ
௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ᆛၡα 0.146664 3 2 ᒃ϶α 0.134044 4 3 ቷα 0.148782 2 4 ࠼Њᆄࣚα 0.57051 1
λ = 4.01335 C.I.=0.00445 C.R.=0.00494
5.ᡏख़่݀ϩ ๏ᆄৎҽᇡࣁҾЬӧٮᡉҢǺӧΜΎຑྗ߾ύǴ่݀زԖຑྗ߾ᡏख़ϐࣴ܌٩Ᏽ߄4-6 ҾёޑૈΚȩǵȨચၛϦљޑѬҾᒧًؓચၛϦљਔǴനᔈԵໆϐϖӢન٩ׇࣁǺȨચၛϦљځᙚ εύӧȨҾߞ៉ȩޑനଯٯύКځှȩǴکߞࡋȩǵȨό໔ᘐҔ୍ًܺȩǵȨ࠼ЊᆄࣚαȩȨӄำୖᆶ٣ࡺ ᆢঅਢȩǵȨᒃ϶αȩǵ۬ډࡕϖӢનϩձࣁǺȨᆛၡαȩǵȨޑၨե܄๏ᆄৎᇡࣁख़ाٮᄬय़ǶǶќѦǴ ӧـѬӢનཱུᆄǴҗԜёځຑྗ߾ύǴȨαȩᄬय़߄ၨࣁޑȨߕᎯȩǵȨଷВӅ٦ਢȩǶӧനόख़ຎ ȨᆛၡαȩǵȨᒃ϶αȩаϷȨቷޑѬځᡍύନΑȨ࠼Њᆄࣚαȩࣁനख़ाѦǴޑᔼΓޑᔈᆄٮ αȩӢનϐख़ा܄ၨόࣁख़Ƕ ๏ᆄٮ-߄ 4-6 ቹៜ B2B Ҿًؓચၛᙚཀᜫຑྗ߾ϐᡏख़ϩ
௨ׇ܄ԛ ᄬय़ ຑྗ߾ ᡏख़ ख़ा
ό໔ᘐҔ୍ًܺ 0.111562 3 1
ှ 0.084152 5کӄำୖᆶ٣ࡺ 2
3 ୍ܺࠔ፦ ߕᎯ 0.014603 16
ଌ୍ًܺ 0.038952 8ڗᆢঅ 4
5 24 λਔ࠼Њ୍ܺǵၰၡ௱ජ 0.078126 6
кй (ុ)๏ᆄٮ-߄ 4-6 ቹៜ B2B Ҿًؓચၛᙚཀᜫຑྗ߾ϐᡏख़ϩ
௨ׇ܄ԛ ᄬय़ ຑྗ߾ ᡏख़ ख़ा
6 ચၛϦљޑૈΚ 0.182556 1
7 Ҿߞ៉ ચၛϦљޑҾёߞࡋ 0.156256 2
ำࡋ 0.077207 7ޑ࠼Њ഻ӳڙચၛϦљ 8
9 Ӄચࡕວਢ 0.022284 12
ଷВӅ٦ਢ 0.00939 17 10
ሽਢ 0.022995 10ීًۓуॶ୍ܺ ज़ 11
ԋҁًચၛਢ 0.029259 9 12
ᆢঅਢ 0.020805 14۬ډ 13
14 ᆛၡα 0.022271 13
15 ᒃ϶α 0.020355 15 α 16 ቷα 0.022593 11
17 ࠼Њᆄࣚα 0.086633 4
ᆄҽǺΒǵሡ ()ǵಃቫભᄬय़ᑽໆϩǺ ȨቹៜB2BҾًؓચၛᙚཀᜫϐᜢᗖाનȩҞቫΠϐᑽໆᄬय़ǴӧزǴҁࣴޕ٩Ᏽ߄4-7ϩ่݀ள (ख़٩ׇࣁȨ୍ܺࠔ፦ȩ(0.468433) >ȨҾߞ៉ȩ(0.297782) >Ȩуॶ୍ܺȩ(0.134364ځᆄҽǴચၛሡًؓ Ƕा܄0.1Ǵ಄ӝठܭࣣλޣٿC.I.=0.00200ǴC.R.=0.00222Ǵ܄Ȩαȩ(0.099421)Ƕҁᄬय़ቫϐठ< ᆄ߄ 4-7 ቹៜ B2B Ҿًؓચၛᙚཀᜫϐᜢᗖाનᑽໆᄬय़ϐख़ϩ-ሡ
௨ׇ܄ԛ ቹៜᄬय़ ᡏख़ ख़ा 1 ୍ܺࠔ፦ 0.468433 1 2 Ҿߞ៉ 0.297782 2 3 уॶ୍ܺ 0.134364 3 4 α 0.099421 4
λ = 4.00600 C.I.=0.00200 C.R.=0.00222
(Β)ǵಃΒቫભྗ߾ᑽໆϩǺ 1.Ȩ୍ܺࠔ፦ȩᄬय़ຑྗ߾ ຑྗ߾ࡪख़ाำࡋ٩ׇࣁǺȨό໔ᘐҔًޑᆄৎᇡࣁǴȨ୍ܺࠔ፦ȩᄬय़ΠǴሡޕҗ߄4-8ϩ่݀ள ଌڗှȩ(0.214428) > Ȩᆢঅکȩ(0.319341) >Ȩ24λਔ࠼Њ୍ܺǵၰၡ௱ජȩ(0.291323) > Ȩӄำୖᆶ٣ࡺ୍ܺ 0.1ǴܭࣣλޣٿC.I.=0.00897ǴC.R.=0.00801Ǵ܄ȩ(0.128984) > ȨߕᎯȩ(0.045924)Ƕҁᄬय़ቫϐठ୍ًܺ Ƕा܄಄ӝठ
кк ᆄ߄ 4-8 ୍ܺࠔ፦ᄬय़ຑྗ߾ϐख़ϩ-ሡ
௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा ό໔ᘐҔ୍ًܺ 0.319341 1 1 ှ 0.214428 3کӄำୖᆶ٣ࡺ 2 3 ߕᎯ 0.045924 5 ଌ୍ًܺ 0.128984 4ڗᆢঅ 4 5 24 λਔ࠼Њ୍ܺǵၰၡ௱ 0.291323 2 ජ
λ = 5.03587 C.I.=0.00897 C.R.=0.00801
2.ȨҾߞ៉ȩᄬय़ຑྗ߾ ޑຑྗ߾ࡪख़ाำࡋ٩ׇࣁǺȨચၛϦљޑᆄৎᇡࣁǴȨҾߞ៉ȩᄬय़ΠǴሡޕҗ߄4-9ϩ่݀ள ำࡋȩ(0.150807)Ƕҁᄬޑ࠼Њ഻ӳڙҾёߞࡋȩ(0.349626) >ȨચၛϦљޑૈΚȩ(0.499567) >ȨચၛϦљ Ƕा܄0.1Ǵ಄ӝठܭࣣλޣٿC.I.=0.00013ǴC.R.=0.00023Ǵ܄य़ ᆄ߄ 4-9 Ҿߞ៉ᄬय़ຑྗ߾ϐख़ϩ-ሡ
௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ચၛϦљޑૈΚ 0.499567 1 2 ચၛϦљޑҾёߞࡋ 0.349626 2 ำࡋ 0.150807 3ޑ࠼Њ഻ӳڙચၛϦљ 3
λ = 3.00027 C.I.=0.00013 C.R.=0.00023
3.Ȩуॶ୍ܺȩᄬय़ຑྗ߾ ຑྗ߾ࡪख़ाำࡋ٩ׇࣁǺȨӃચࡕວޑᆄৎᇡࣁǴȨуॶ୍ܺȩᄬय़ΠǴሡޕҗ߄4-10ϩ่݀ள (ᆢঅਢȩ(0.216047) >Ȩԋҁًચၛਢȩ(0.210683۬ډሽਢȩ(0.252375) >Ȩීًۓਢȩ(0.254161) >Ȩज़ Ƕा܄0.1Ǵ಄ӝठܭࣣλޣٿȨଷВӅ٦ਢȩ(0.066734)Ƕҁᄬय़C.I.=0.00564ǴC.R.=0.00504Ǵ< ᆄ߄ 4-10 уॶ୍ܺᄬय़ຑྗ߾ϐख़ϩ-ሡ
௨ׇ܄ԛ ቹៜᄬय़ ֽख़ ख़ा 1 Ӄચࡕວਢ 0.254161 1 ଷВӅ٦ਢ 0.066734 5 2 ሽਢ 0.252375 2ීًۓज़ 3 ԋҁًચၛਢ 0.210683 4 4 ᆢঅਢ 0.216047 3۬ډ 5
λ = 5.02257 C.I.=0.00564 C.R.=0.00504
4.Ȩαȩᄬय़ຑྗ߾ ຑྗ߾ࡪख़ाำࡋ٩ׇࣁǺȨ࠼ЊᆄࣚαޑᆄৎᇡࣁǴȨαȩᄬय़ΠǴሡޕҗ߄4-11ϩ่݀ள ȩ(0.438435) >Ȩᆛၡαȩ(0.24804) >Ȩᒃ϶αȩ(0.173126) >Ȩቷαȩ(0.140398)Ƕҁᄬय़C.I.=0.00068Ǵ Ƕा܄0.1Ǵ಄ӝठܭࣣλޣٿC.R.=0.00075Ǵ
кл ᆄ߄ 4-11 αᄬय़ຑྗ߾ϐख़ϩ-ሡ
௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ᆛၡα 0.24804 2 2 ᒃ϶α 0.173126 3 3 ቷα 0.140398 4 4 ࠼Њᆄࣚα 0.438435 1
λ = 4.00204 C.I.=0.00068 C.R.=0.00075
5.ᡏख़่݀ϩ ᆄৎҽᇡࣁҾЬӧᡉҢǺӧΜΎຑྗ߾ύǴሡ่݀زԖຑྗ߾ᡏख़ϐࣴ܌٩Ᏽ߄4-12 ૈΚȩǵޑѬҾᒧًؓચၛਔǴനᔈԵໆϐϖӢન٩ׇࣁǺȨό໔ᘐҔ୍ًܺȩǵȨચၛϦљځᙚ εύӧޑനଯٯύКځှȩǴکҾёߞࡋȩǵȨӄำୖᆶ٣ࡺޑȨ24λਔ࠼Њ୍ܺǵၰၡ௱ජȩǵȨચၛϦљ ࡕϖӢનϩձࣁǺȨଷВӅ٦ਢȩǵȨቷαȩǵޑၨե܄ᆄৎᇡࣁख़ाȨ୍ܺࠔ፦ȩᄬय़ǶԜѦǴሡ Ȩᒃ϶αȩǵȨߕᎯȩǵȨᆛၡαȩϖঁǶ ᆄ߄ 4-12 ቹៜ B2B Ҿًؓચၛᙚཀᜫຑྗ߾ϐᡏख़ϩ-ሡ
௨ׇ܄ԛ ᄬय़ ຑྗ߾ ᡏख़ ख़ा
ό໔ᘐҔ୍ًܺ 0.14959 1 1
ှ 0.100448 5کӄำୖᆶ٣ࡺ 2
3 ୍ܺࠔ፦ ߕᎯ 0.021512 14
ଌ୍ًܺ 0.06042 6ڗᆢঅ 4
5 24 λਔ࠼Њ୍ܺǵၰၡ௱ජ 0.136465 3
6 ચၛϦљޑૈΚ 0.148762 2
7 Ҿߞ៉ ચၛϦљޑҾёߞࡋ 0.104112 4
ำࡋ 0.044908 7ޑ࠼Њ഻ӳڙચၛϦљ 8
9 Ӄચࡕວਢ 0.03415 9
ଷВӅ٦ਢ 0.008967 17 10
ሽਢ 0.03391 10ීًۓуॶ୍ܺ ज़ 11
ԋҁًચၛਢ 0.028308 12 12
ᆢঅਢ 0.029029 11۬ډ 13
14 ᆛၡα 0.02466 13
15 ᒃ϶α 0.017212 15 α 16 ቷα 0.013959 16
17 ࠼Њᆄࣚα 0.04359 8
ᆄৎख़КၨϩǺ๏ᆶሡٮΟǵ ᜪࠠٿᆄ๏ᆄᆶሡٮஒৎϩࣁزৡ౦ǴҁࣴޑሡᚈБӧቹៜҾًؓચၛᙚཀᜫୃӳٮࣁᕕှ
км ϩӵΠǺ่݀ځᢀᗺᆶԵໆǴޑՉϩКၨǴᙖԜᕕှ۶ԜӧೕჄୃӳຑᒧਔ ӢޑѬϦљځ๏ᆄৎᇡࣁቹៜҾЬᜫཀᙚًؓચၛ๏ϒٮԖຑྗ߾ϐϩ่݀ύǴ܌җ߄4-13ύ <(Ҿёߞࡋȩ(0.156256ޑૈΚȩ(0.182556) >ȨચၛϦљޑϖεӢન٩ׇϩձࣁǺȨચၛϦљޑનǴၨࣁख़ຎ ှȩ(0.084152)ǹԶၨόख़ຎکȨό໔ᘐҔ୍ًܺȩ(0.111562) >Ȩ࠼Њᆄࣚαȩ(0.086633) >Ȩӄำୖᆶ٣ࡺ ᆢঅਢȩ(0.020805) >Ȩᒃ϶αȩ(0.020355) >Ȩ۬ډϖεӢન٩ׇࣁǺȨᆛၡαȩ(0.022271) >Ȩޑ ځቹៜҾЬᜫཀᙚًؓચၛ๏ϒܭᆄৎБय़ǴჹߕᎯȩ(0.014603) >ȨଷВӅ٦ਢȩ(0.00939)ǶԶሡ (ૈΚȩ(0.148762ޑϖεӢન٩ׇࣁǺȨό໔ᘐҔ୍ًܺȩ(0.14959) >ȨચၛϦљޑӢનǴၨख़ຎޑѬϦљ ှȩ(0.100445)ǹکҾёߞࡋȩ(0.104112) >Ȩӄำୖᆶ٣ࡺޑȨ24λਔ࠼Њ୍ܺǵၰၡ௱ජȩ(0.136465)>ȨચၛϦљ< ϖεӢન٩ׇࣁǺȨᆛၡαȩ(0.02466) >ȨߕᎯȩ(0.021512) >Ȩᒃ϶αȩ(0.017212) >Ȩቷޑၨόख़ຎ αȩ(0.013959) >ȨଷВӅ٦ਢȩ(0.008967) Ƕ ǵሡᆄКၨٮ-߄ 4-13 ቹៜ B2B Ҿًؓચၛᙚཀᜫຑྗ߾ϐᡏख़ϩ
ᆄ๏ᆄ ሡٮ
ԛ ᄬय़ ຑྗ߾ ख़ा܄௨ ख़ा܄௨ ख़ ֽख़ֽ ׇ ׇ ό໔ᘐҔ୍ًܺ 0.111562 3 0.14959 1 1
ှ 0.084152 5 0.100445 5کӄำୖᆶ٣ࡺ 2
3 ୍ܺࠔ፦ ߕᎯ 0.014603 16 0.021512 14
ଌ୍ًܺ 0.038952 8 0.06042 6ڗᆢঅ 4
5 24 λਔ࠼Њ୍ܺǵၰၡ௱ජ 0.078126 6 0.136465 3
6 ચၛϦљޑૈΚ 0.182556 1 0.148762 2
7 Ҿߞ៉ ચၛϦљޑҾёߞࡋ 0.156256 2 0.104112 4
ำࡋ 0.077207 7 0.044908 7ޑ࠼Њ഻ӳڙચၛϦљ 8
9 Ӄચࡕວਢ 0.022284 12 0.03415 9
ଷВӅ٦ਢ 0.00939 17 0.008967 17 10
ሽਢ 0.022995 10 0.03391 10ීًۓуॶ୍ܺ ज़ 11
ԋҁًચၛਢ 0.029259 9 0.028308 12 12
ᆢঅਢ 0.020805 14 0.029029 11۬ډ 13
14 ᆛၡα 0.022271 13 0.02466 13
15 ᒃ϶α 0.020355 15 0.017212 15 α 16 ቷα 0.022593 11 0.013959 16
17 ࠼Њᆄࣚα 0.086633 4 0.04359 8
5.่ፕᆶࡌ 5.1 ่ፕ
ચၛౢݩԋႶӭๆޑᝡݾᐟਗ਼Ǵ୯ϣޑ۶Ԝ໔ޣόඳаϷ୯ϣѦӭৎચၛޑय़ჹ୯ሞᔮᕉნ рǴ٬ளሽᏯޑλࠠચၛϦљޑߺሽᝡݾวᝄख़Ǵຫٰຫӭޑ۶Ԝ໔ޣნǴЪ߈൳ԃٰǴચၛ֚ޑϿ
кн ৎચߙǴޑҾ࠼ЊڗคόነৼᔔඓӦࣁΑݾޣᕉნΠǴӚৎચၛޑܴᡉǴԶӧԜᝡݾᐟਗ਼׳ᖿ༈ޑ ၗྍബޑԋҁԵໆӵՖၮҔԖज़ܭᎍ୧ౣǴՠ୷ޑԾρᐱܭሡၗྍǴոΚวឦ܌ࣣόᘐӦΕޣၛ คᒏੁܭǴΏԿሡޑޣၗྍࢂցૈϪύޑҞӀϷߙǴаϷҾΕޑޣڗਏǴаݾޑрനε ຑᒧ࣬ޑౣϐᜢᗖຑᒧҞǵຑᒧख़аϷӦፓБਢۓᒱѨચၛԋҬؼᐒǴࢂࡺቩӦᔕکਔ໔ ኳԄаճࡕ،ޑӈӚঁӢનǴϦљӧΕၗྍՉચၛߦᎍБਢǴᔈӃՉࡌᄬֹ๓ܭख़ाǶԖ᠘ ᆄᔈᆄȐ୍ȑϷሡٮᇆ٠ϒа༼ǴᙖаΑှޑၸ࣬ᜢЎزચၛౣБӛਔ٬ҔǶࡺҁࣴۓڋӧុ ೖፋϷճҔAHPϩቫભำׇݤՉϩڔᜢᗖӢનǴ٠җୢޑԵໆ܌ȐҾЬȑӧຑًؓચၛᙚཀᜫਔ ᓬӃׇǴࡑࡌҥଆቹៜB2BҾًؓચၛᙚཀᜫϐᜢᗖाځᡏख़ǵֽख़аϷޑӚຑྗ߾ډǴள ᆄ)ҾЬӧᙚًؓચၛϦљϒрനӝ(ሡפշ(୍ᆄ)ΓڐຑᒧኳԄࡕǴၸԜ،ຑᒧኳԄ،ޑન ԖՖৡ౦ϐೀǶ،ޑᆄϐ໔๏ᆄϷሡٮډБਢǴ٠ЪҭёᙖԜΑှ،ޑдҾЬځ Ѥঁᄬय़Ȩ୍ܺࠔ፦ȩǵȨҾߞ៉ȩǵȨуॶ୍ܺȩǵޑቹៜB2BҾًؓચၛᙚཀᜫᜢᗖाનϩࢎᄬύ ፕӵΠǺ่܄ᆄख़ाᔈᆄϷሡٮȨαȩ നଯǴȨܺ܄ख़ाޑ๏ᆄৎᇡࣁȨҾߞ៉ȩٮ)ǵӧቹៜB2BҾચၛᙚཀᜫᜢᗖाનϐຑᄬय़Ǵ) ӢનǶќޑനଯǴԶȨҾߞ៉ȩ߾ࣁԛख़ा܄ख़ाޑᆄৎ߾ᇡࣁȨ୍ܺࠔ፦ȩࠔ፦ȩԛϐǹԶሡ୍ ᆄৎ߾ᇡӢનǹሡޑ๏ᆄৎᇡࣁȨуॶ୍ܺȩࢂቹៜB2BҾًؓચၛᙚཀᜫਔၨόख़ाٮѦǴ ࣁȨαȩӢનനόख़ाǶ ှȩکനଯǴȨӄำୖᆶ٣ࡺ܄ख़ाޑ๏ᆄৎᇡࣁȨό໔ᘐҔ୍ًܺȩٮΒ)ǵӧ୍ܺࠔ፦ᄬय़ຑྗ߾Ǵ) നଯǴՠȨ24λਔ࠼Њ୍ܺǵၰၡ௱ජȩ߾ࣁԛ܄ख़ाޑᆄৎӕኬᇡࣁȨό໔ᘐҔ୍ًܺȩԛϐǹሡ ख़ाޑӢનǹȨߕᎯȩ߾ࢂᚈБࣣၨόख़ຎϐӢનǶ ำࡋȩࣁᚈБᇡࣁനख़ޑ࠼Њ഻ӳڙȨચၛϦљکૈΚȩޑΟ)ǵӧҾߞ៉ᄬय़ຑྗ߾ǴȨચၛϦљ) ᢀᗺǶޑ܄Ҿёߞࡋȩ௨ׇಃΒǴࢂᚈБठޑӢનǴȨચၛϦљޑाᆶനόख़ा ચၛਢȩීًۓനଯǴȨज़܄ख़ाޑ๏ᆄৎᇡࣁȨԋҁًચၛਢȩٮѤ)ǵӧуॶ୍ܺᄬय़ຑྗ߾Ǵ) ๏ᆄৎӕኬᇡٮکચၛਢȩීًۓനଯǴȨज़܄ख़ाޑᆄৎ߾ᇡࣁȨӃચࡕວਢȩԛϐǹሡ ӢનǹȨଷВӅ٦ਢȩ߾ࢂᚈБࣣၨόख़ຎϐӢનǶޑࣁԛख़ाۓ ᆄനଯǴȨቷαȩԛϐǹሡ܄ख़ाޑ๏ᆄৎᇡࣁȨ࠼Њᆄࣚαȩٮϖ)ǵӧαᄬय़ຑྗ߾Ǵ) ৎӕኬᇡࣁȨ࠼Њᆄࣚαȩޑख़ा܄നଯǴՠȨᆛၡαȩ߾ࣁԛख़ाޑӢનǹԶӧၨόख़ຎޑ ࣁȨቷαȩǶۓᆄਢᇡ๏ᆄৎᇡࣁࢂȨᒃ϶αȩԶሡٮӢનǴ ख़ǴၸՉϩКၨǴᙖаᕕޑԖྗ߾܌ᆄӧᙚཀᜫୃӳϐٿ๏ᆶሡٮҾًؓચၛ༼زϤ)ǵҁࣴ) Ӛঁຑྗ߾ख़ຎᆶၨόख़ຎϐำࡋǴϩ่݀ӵΠǺܭ໔ჹޣٿှ ᆄ௨ׇ๏ᆄᆶሡٮ ߄ 5-1
ᆄ๏ᆄ ሡٮ ᆄ๏ᆄ ሡٮ ԛ ၨख़ा ၨख़ा ၨόख़ा ၨόख़ा
ૈΚ ό໔ᘐҔ୍ًܺ ଷВӅ٦ਢ ଷВӅ٦ਢޑચၛϦљ 1
2 ચၛϦљޑҾёߞࡋ ચၛϦљޑૈΚ ߕᎯ ቷα
ό໔ᘐҔ୍ًܺ 24 λਔ࠼Њ୍ܺǵၰၡ௱ජ ᒃ϶α ᒃ϶α 3
ᆢঅਢ ߕᎯ۬ډ Ҿёߞࡋޑ࠼Њᆄࣚα ચၛϦљ 4
ှ ᆛၡα ᆛၡαکှ ӄำୖᆶ٣ࡺکӄำୖᆶ٣ࡺ 5
ко ёߞࡋȩǵȨό໔ᘐҔ୍ًܺȩϷȨӄำୖᆶ٣ޑૈΚȩǵȨચၛϦљޑȨચၛϦљܭҗीύวǴჹ Ӣٿှȩନϩׇ௨ӈόӕаѦǴϣࣣ࣬ӕǴԶȨ࠼ЊᆄࣚαȩϷȨ24λਔ࠼Њ୍ܺǵၰၡ௱ජȩکࡺ ϖׇύନȨߕᎯȩǵȨቷαȩǵޑ໔ӧၨόख़ຎޣٿᆄৎᔈᆄϷሡٮำࡋ߾όӕǶԜѦǴޑનख़ຎ ـޑ࣬ӕۓӢનԖޑၨόख़ຎܭᎩ௨ׇࣣ࣬ӕǴᡉҢрᚈБჹځ௨ׇόӕѦǴޑᆢঅਢȩӢન۬ډȨ Ƕ(ୖ᎙߄5-1) 5.2 ᆅཀ఼
ҾًؓચၛᙚᜢᗖӢનǺޑᆄၨख़ຎǵሡ ќচӢࣁቚуځբٰ࣪ԋҁǴޑБԄٰ٬Ҕً፶ǴନΑၸิޑ)ǵȨό໔ᘐҔًȩǺҾ௦Ҕચၛ) ǴёխନҾϦљӢᆢঅਔౢғ୍ܺޑًжٮǴҗચၛϦљ24λਔό໔ᘐග܄ᡫࢲޑϦљፓࡋً፶ ნǶ֚ޑϐคًёҔ ૈΚȩǺҾӧᒧચၛً፶ਔǴதഐΕၗૻ৲ӭคவᒧϐ֚ნǴࡺҾᏇޑΒ)ǵȨચၛϦљ) ࣬ᜢၗૻǴӵ:ً፶ᆢঅǵޑ፶҅ዴًډڗշҾᕇڐӧً፶ၗૻӚᅿૈΚǴځٮ׆ఈચၛϦљග ߥᓀ፝܈ၮҔચၛБԄૻ৲Ƕ ݩǴӵǺً፶ᖏਔࡺምǵً፶วғҬ೯٣ރΟ)ǵȨ24λਔ࠼Њ୍ܺǵၰၡ௱ජȩǺҾЬӧय़ᖏً፶วғँว) շҾڐ୍ٰܺޑόϩਔࢤځٮᆙݩౢғǴࡺ׆ఈચၛϦљૈග܂ǵ্܌ޕόځࡺਔǴࣣԖ ௨ନ࣬ᜢୢᚒǶ ԵѦǴୖځٮаޕᏱԖٮҾёߞࡋȩǺҾӧᒧચၛً፶ਔǴନΑ׆ఈચၛϦљගޑѤ)ǵȨચၛϦљ) ߙǶޑҾӧࡷᒧચၛϦљڙᡍаϷ၈ߞࡋǴձޑҾӧࣚߏΦаٰಕᑈ ӵՖೀޕόډှȩǺҾЬӧय़ჹ٣ࡺࡕុೀୢᚒਔǴӢ࣬ᜢၗૻΑှԖज़Ǵதय़ᖏکϖ)ǵȨӄำୖᆶ٣ࡺ) ᑫ፪Ƕޑ࣬ᜢ୍ܺਔǴၨૈЇଆҾٮᒌ၌٠ගځٮϐึნǴࡺચၛϦљᏱԖ୍ܺი໗ё ҾًؓચၛᙚᜢᗖӢનǺޑᆄၨόख़ຎΒǵሡ ًܭਢҥཀؼ๓Ǵՠ୷ޑ)ǵȨଷВӅ٦ਢȩǺᗨᇥҾଷВ҂٬Ҕً፶ӣચ๏ચၛϦљё෧Ͽચߎԋҁ) ਢǶځҾЬόᜫཀ٬Ҕޑୢᚒ٬εӭኧدᗦޑ፶٬ҔΓ ૻ৲Ǵޑډᕇள܌ځ࣬ᜢၗૻӭЪᕷᚇǴᏤठҾЬਔϐ໔คݤϯޑચၛًؓڗΒ)ǵȨቷαȩǺӢᕇ) ԵǴՠӕϐୖٮၗૻ৲ёޑٮග܌ચၛϦљǴᗨᇥቷϐ໔ޑૻ৲аᒧӝޑዴ҅ډளૈځࣁ ᡍࠅ۳۳Кቷϐ໔αٰளёߞǶޑ໔ම٬Ҕၸચၛ୍ܺ ࣬ᜢၗૻǴεٰԾ֝໔όёߞϐᆪǴࡺёߞޑԖᜢҾًؓચၛډڗᕇ܌Ο)ǵȨᒃ϶αȩǺᒃ϶ϐ໔) ዴǶ҅ޑٰ৲ϐૻٮග܌ޣࡋόӵ҅٬Ҕ ҾޑԵਡҺҔୢᚒǴோεӭኧޑѤ)ǵȨߕᎯȩǺᗨᇥ၀ਢё෧ϿҾЬΓ٣ߐљᐒय़၂ϷΓඹж) ϐߕᎯٮග܌ᜤ֎ЇҾЬӆԋҁ٬ҔચၛϦљܭϦљǴࣣςԖԾρငႿϐឦљᐒǴаԿ Ꭽ୍ܺǶ ᆅၰΨຫٰຫӭǴᗨӭҾதޑҗᆛၡᕇளࠔၗૻޣϖ)ǵȨᆛၡαȩǺҞӢᆛၡၗૻวၲӢનǴ) ጔࡺǴ٬ளҾޑҾચၛᡍϷϦљαǴՠՔᒿᆛၡଷૻ৲ຫٰຫӭޑҗᆛၡѐΑှεӭኧΓ ᄊࡋǶޑᚶᅪܤಖۈૻ৲ǴޑᆛၡԖᜢҾચၛܭЬჹ ๏ᆄϐҾًؓચၛౣࡌǺٮΟǵ ௗᖼວً፶ࣁӭЪፄᚇǶԶவޔӢનၨޑௗᖼວً፶ၨࣁൂપǴࡺԵໆޔܭӢҾًؓચၛኳԄόӕ ૈΚȩǵȨ24λਔ࠼ЊܺޑӢનύϖȨό໔ᘐҔ୍ًܺȩǵȨચၛϦљޑǴҾЬനख़ຎډύளزҁԛࣴ ᄬय़ٿှȩǴӧȨ୍ܺࠔ፦ȩϷȨҾߞ៉ȩԜکҾёߞࡋȩϷȨӄำୖᆶ٣ࡺޑǵၰၡ௱ජȩǵȨચၛϦљ୍ բࣁޑࢂًؓચၛϦљӧ୍ܺࠔ፦ޑԵໆ܌ӧᙚҾًؓચၛਔޣᆄǴሡـύӅ՞ΑϖǴҗԜё аًؓચၛϦљӧՉચၛౣёаගϲ୍ܺࠔ፦܌ߞᒘǴޑޣډڙаϷًؓચၛϦљӧҾ໔ࢂցૈ ჹચၛϦљౢғόߞᒘགǴӵԜٰΨޣǴаᗉխᡣۺ၈ߞᢀޑϷ୍ܺബཥࣁ२ाҞǴ٠уம୍Γ ຫǶڑу׳ߞ៉ޑёаߦ٬Ҿ кп ࡌزϷࡕុࣴڋज़زࣴ 5.3
ᆄѐቹៜB2BҾًؓચၛᙚཀᜫ،ϐٿሡٮჹຝǴவޑزᆄբࣁҁԛࣴᔈᆄᆶሡٮаزҁࣴ ᔈᆄચၛᆶՉᎍౣ٬ٮৡ౦ǴԶፓӧޑۺӧୃӳᢀޣٿᔈᆄϷᎍ୧ᆄٮډӳǴᏇఈૈவჴ୍Αှୃ ϝԖό่݀زΠǴᏤठҁࣴڋਔ໔ϐచҹज़زΓǵΓેϷࣴঁܭᆄϐ഻ӳǴՠ߳ज़ຠ߈ჴሞѱሡ׳ϐ БӛϐୖԵǺޣزೀǴගраΠࡌǴёբࣁࡕុࣴىόزҁԛࣴܭϐೀǴӢԜჹى ǴࡕុӵёଞჹߚҁکᆄৎаԾৎًؓચၛ࠼ЊࣁЬǴோӢϞًؓચၛѱςᖿႫሡܭჹز)ǵҁࣴ) Ҿًؓચၛᙚ،ϐຑܭϩǴёᙖԜΑှӚဂჹزѬ҂໒วϐՉ࠼Њѐࣴځ܈Ϧљϐ࠼Њ Ƕ܄Ϸሽॶ܄ӭኬڀ׳่݀زǴ٬ࣴ ޔനܭᜢᗖӢનԖব٤Ǵჹޑ໘ࢤϦљਢࡹჹҾౢғᙚཀᜫޑӢЬाًؓચၛϦљزΒ)ǵҁࣴ) ่݀ևό܈ǴزёஒԜӢનуΕࣴزሽӢનБय़҂ϒаǴࡌ҂ٰࣴޑચၛًؓډௗቹៜ ӕޑ॥ᇮǶ Fuzzy Delphi Method)Ǵ܈ӵǺDelphi Method)ڀπزѬࣴځӝ่܈ڀд،Бݤπځё٬ҔޣزΟ)ǵࡕុࣴ) Ƕ܄ᖿჴ׳زᆶҁԛ่݀ՉКჹϷϩǴ٬ளࣴ
ୖԵЎ ύЎҽǺ
܌زεᏢࣴמǶ៝࠼ᙚБਢჹαՉࣁᐒǵ៝࠼۸၈ࡋᆶᙚཀᜫϐቹៜǶ୯ҥѠࣽ(2004)◖דқ .1 ᅺγፕЎǴ҂рހǴѠчѱǶ ᖼວཀᜫᆶᙚཀᜫቹៜϐǶ୯ҥҬ೯εځሽॶჹޕߞҺᆶޑणற(2011)Ƕ៝࠼ჹਓၯᆛઠϣ .2 ǴཥԮѱǶހᅺγፕЎǴ҂р܌زᏢࣴ Ƕ୯ٯаሎᓓࣁ-زࢤᆧੇ(2016)Ƕ୍ܺࠔ፦ᆶ៝࠼ሽॶჹ៝࠼ᖼວཀᜫǵӛдΓᙚϷᆛၡαϐࣴ .3 ǴѠчѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמҥᆵчࣽ ᙯඤԋҁࣁυᘋӢન-аAϷൔิж୍-زᐫ(2013)Ƕᜢ߯ࠔ፦ᆶ୍ܺࠔ፦ჹᙚཀᜫቹៜϐࣴے .4 ǴଯѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמǶ୯ҥଯᔈҔࣽٯΓϐ࠼Њဂࣁ زεᏢࣴמҥঅѳࣽدǶزᄃ૽(2015)Ƕᙍૈǵ៝࠼ᅈཀǵ៝࠼ߞҺᜢ߯ᆶ៝࠼ᙚཀᜫᜢ߯ϐࣴ .5 ܌ᅺγፕЎǴ҂рހǴѠύѱǶ ҥҘدǶٯаTΓტߥᓀϦљࣁ-زϐࣴ܄(2013)ǶҾຝǵ୍୍ܺࠔ፦ᆶӆᖼວཀᜫᜢᖄ֮݅ .6 ǴѠύѱǶހᅺγፕЎǴ҂р܌زεᏢࣴ מҥࠄᆵࣽدǶٯғ(2011)Ƕ୍ܺࠔ፦ǵҾຝᆶ៝࠼ᅈཀࡋჹ៝࠼۸၈ࡋቹៜ-аङӀኳಔౢࣁځ݅ .7 ǴѠࠄѱǶހᅺγፕЎǴ҂р܌زεᏢࣴ ՅǶ୯ҥଯفᆶҾߞ៉ϐ܄ߡճ୍ܺ-زೲु౻೯ᜢ୍ܺ٬Ҕཀკϐࣴזֻࣹ(2014)ǶѠଯ៓Ћᐒ݅ .8 ǴଯѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמᔈҔࣽ ǴހᅺγፕЎǴ҂р܌زҥࠄεᏢࣴدǶزܴࡹ(2004)ǶሌՉ୍ܺࠔ፦ǵҾຝᆶ៝࠼۸၈ࡋϐࣴ .9 ကᑜǶ ჹຝǶزࣁࣴޣޑаႝߞ-زቹៜࣴޑՉࣁޣᆶ܄уॶ୍ܺჹᜢ߯ᄍکܿҥ(2017)Ƕ୧ࡕ୍ܺ .10 ǴѠࠄѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמҥࠄᆵࣽد زҥεယεᏢࣴدǶزሽॶϷҶ໕ਏჹᙚཀᜫቹៜϐࣴޕΕำࡋǵੋޣЋၰୖᆶޜੀ(2015)Ƕ .11 ܌ᅺγፕЎǴ҂рހǴᄆϯᑜǶ аAϦљೱᙹߐѱ-زቹៜϐࣴޑሽॶᆶᅈཀࡋϷӆᖼཀᜫޕඁ(2014)Ƕ୍ܺࠔ፦ჹҾຝǵ៝࠼ذ .12 ǴѠύѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמҥႾӀࣽدǶٯࣁ ᅺγፕЎǴ҂р܌زҥϡඵεᏢࣴدǶزไ(2007)ǶคጕႝຎѠวኧՏቹॣϣуॶ୍ܺೕჄϐࣴ .13 ހǴਲ༜ѱǶ кр ǵҾߞ៉ჹAPP౻୍٬Ҕཀკϐቹៜ-ঋፕ҆܄ഢࡋǵᅽճߡճྗמ࠼ϐࣽ៝ޜॕ൛(2015)Ƕեԋҁૐ .14 ǴଯѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמፓਏ݀Ƕ୯ҥଯᔈҔࣽޑϦљҾᖂ៉ ᅺγ܌زεᏢࣴמՅǶ୯ҥଯᔈҔࣽفޑ܄ኳԄ-Ҿߞ៉ᆶՉڙᙁӜሺ(2013)Ƕࡌᄬଯ៓APP៝࠼ௗ .15 ፕЎǴ҂рހǴଯѱǶ ܌زҥჴ፬εᏢࣴدࠔ፦ǵҾຝᆶ៝࠼ᅈཀࡋϐᜢ߯Ƕ୍ܺځጯݒપ(2013)ǶሌՉᆅ୍ .16 ᅺγፕЎǴ҂рހǴѠчѱǶ ᅺγፕ܌زࣴسᖴܵ(2014)Ƕλ࠼ًચၛᔼԋфϐቹៜӢનǶ୯ҥᆵܿεᏢЎϯၗྍᆶҶ໕ౢᏢ .17 ЎǴ҂рހǴᆵܿѱǶ Ƕ୯ҥଯᔈҔࣽٯаύႝߞՉႝ၉୍ܺࣁ-زᑵη๔(2013)Ƕ୍ܺࠔ፦ǵҾຝᆶ៝࠼۸၈ࡋϐࣴ .18 ǴଯѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמ Ƕ୯ҥᄆϯٯаύແࡹϦљࣁ-زǶ୍ܺࠔ፦ǵ៝࠼ᅈཀࡋǵҾຝϷҬΰᖼວཀკϐࣴ(2014)ྼٵഋ .19 ǴᄆϯᑜǶހᅺγፕЎǴ҂р܌زጄεᏢࣴৣ ᅺγፕЎǴ҂܌زεᏢࣴמᑽໆǺаኳጋቫભϩݤࡌᄬϐǶ୯ҥᆵчࣽޑഋह֗(2012)ǶᆛၡαਏΚ .20 рހǴѠчѱǶ ଯޑаᚈчѱ-زࠔ፦ǵ៝࠼ᅈཀࡋǵҾຝᆶӆᖼວཀᜫᜢ߯ϐ୍ࣴܺޑഋቼྼ(2013)ǶѠଯೲ៓ၡ .21 ǴཥчѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמǶဃऊᑣࣽٯ४࠼ࣁ៓ ᅺγፕЎǴ܌زǶ୯ҥᆵੇࢩεᏢࣴٯഋЈѯ(2018)Ƕᆵෝαуॶ୍ܺᜢᗖԋфाન-аᆵчෝࣁ .22 ҂рހǴ୷ໜѱǶ ᅺγፕЎǴ܌زǶ୯ҥᆵܿεᏢࣴزዝ(2015)ǶᆘරВྕࢨ୍ܺࠔ፦ǵၯ࠼ᅈཀࡋᆶᙚཀᜫϐࣴ .23 ҂рހǴᆵܿѱǶ ᅺγፕ܌زεᏢࣴەҥᓉدǶٯаߎᑼިϦљࣁ-زࣴ܄ᆶҾߞ៉ϐᜢᖄ܄ធϓ(2013)Ƕဠᅱ٣Һ .24 ЎǴ҂рހǴѠύѱǶ ǶٯаTOYOTAًؓࣁ-زྍӼ(2011)Ƕًؓౢ୍ܺࠔ፦ǵҾຝǵ៝࠼ᅈཀࡋᆶ۸၈ࡋ໔ᜢ߯ϐࣴ .25 ǴကᑜǶހᅺγፕЎǴ҂р܌ز୯ҥύ҅εᏢࣴ ҥԢεدǺፓύϟኳࠠǶزࣴ܄ǵΕགǵߞҺǵᖼວཀᜫᆶαϐᜢᖄ܄ដ✎໋(2017)Ƕᆛၡϕ .26 ǴཥчѱǶހᅺγፕЎǴ҂р܌زᏢࣴ ҥႾدǶٯаᄆϯӦࣁ-زࡼ௵(2014)Ƕຬ୍ܺࠔ፦ǵࠔจຝჹ៝࠼ᅈཀࡋᆶ۸၈ࡋቹៜϐࣴ .27 ǴѠύѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמӀࣽ ᖼວཀᜫϐቹៜǶ୯ҥԋфޣΓਏ݀ᆶፓขᗺჹقጰඁ൛(2017)Ƕαׇਏ݀ǵౢࠔੋΕࡋǵж .28 ǴѠࠄѱǶހᅺγፕЎǴ҂р܌زεᏢࣴ ኳࠠڙௗמӝࣽ-زᅈཀࡋǵᖼວཀӛᆶࠔจ۸၈Չࣁᜢ߯ϐࣴޣൟ(2005)ǶՉ೯ૻуॶ୍ܺ٬Ҕذጰ .29 ᅺγፕЎǶ܌زҥܿֆεᏢࣴدᆶीฝՉࣁፕǶ ҥࠄᆵدǴٯଢ଼ᎍࣁڜ-а܄ӜࡋǵҾຝǵ៝࠼ᅈཀࡋᆶᙚཀᜫϐᜢᖄޕᑉ(2014)Ǵࠔจ܍ጰ .30 ǴѠчѱǶހᅺγፕЎǴ҂р܌زεᏢࣴמࣽ ᅺγፕЎǴ܌زǶ୯ҥύᑫεᏢࣴٯֆуᇬ(2013)Ƕᜢ߯ౣჹᎍ୧Γࠔจᙚཀᜫϐቹៜ-а3C೯ၡࣁ .31 ҂рހǴѠύѱǶ ܌زҥԢεᏢࣴدჹ።റԄሽߦᎍࢲϐቹៜǶ܄ዛёܜֆࠧዝ(2017)Ƕࠔจዕࡋǵᆛၡαᆶ .32 ᅺγፕЎǴ҂рހǴཥчѱǶ Ƕ୯ҥٯҴ௴ሎ(2007)Ƕ୍ܺࠔ፦ǵ៝࠼ᅈཀࡋǵ៝࠼ሽॶᆶᖼࡕՉࣁཀӛϐᜢᖄ-аՉуॶ୍ܺࣁ .33 ǴଯѱǶހᅺγፕЎǴ҂р܌زଯεᏢࣴ ܌زҥԢεᏢࣴدᖼວཀᜫϐቹៜǴޣჹޕࠔ፦ǵᆛၡαᆶሽᇡ୍ܺޜሺ. (2018)Ƕ༹ሽૐٵ؋ .34 ᅺγፕЎǴ҂рހǴཥчѱǶ кс ᑼȑǶᆵчѱǴࠖՕຑፕےBaldwin, C. Y.Ȑ2001ȑǶሽॶᆅȐManaging the Value ChainȑȐׅ .35 ᆒᒧǶ ᙁᅼ(2005)Ƕ،ϩᆶᆅǶѠчǺᚈယਜ൴Ƕ .36 ᆶᔈҔ()ȩύ୯ीᏢൔǴ27(6)Ǵ5-22Ƕ܄ϣ఼ޑ(ᎅਁྍǵම୯(1989)Ǵቫભϩݤ(AHP .37 ᆶᔈҔ(Π)ȩύ୯ीᏢൔǴ27(7)Ǵ1-20Ƕ܄ϣ఼ޑ(ᎅਁྍǵම୯(1989)Ǵቫભϩݤ(AHP .38 मЎҽǺ
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ݩፓൔ-Ҭ೯ीೀރλ࠼ًચၛᔼၮ .1 2. πਔൔ-2019.6.27(ഋߞᄪ) 3. ύ҇୯107ԃҬ೯ीाំ-Ҭ೯ीೀ (܌زीำًϷλ࠼ًચၛ(Ҭ೯ၮᒡࣴ-زϯբϐࣴڋݤۓၮᒡᆅ࣬ᜢೕًؓ .4 ѬၗǺځ
Ȑຏȑ ၮᒡᆅచЎȐচచЎȑًؓ ಃ ϖ λ࠼ًચၛ ϦљՉဦӜᆀǴᝌϦљՉဦǵᔼྣϷચၛ߄ǵؓځܴ܌ᔼೀځܭಃ 97 చ λ࠼ًચၛᔈ Ǵࡑ࠼ચၛǶ܌፶ًܫϐଶىрચൂኬҁǴ٠Ԗً ಃ 98 చ λ࠼ًચၛً፶ϐՉًྣᔈຏࣁȨચၛԾҔλ࠼ًȩǶ ᅿǶҘᅿλ࠼ًચၛϐᔼᔈаϦљಔᙃٿಃ 99 చ λ࠼ًચၛϩࣁҘᅿλ࠼ًચၛϷΌᅿλ࠼ًચၛ ࣁज़Ǵளλ࠼ًચၛ୯ϣѦ୍ܺᆛᒤೱᙹᔼǴ٠ளӧᐒǵዸᓐǵ៓ϦၡًઠҬ೯ઠϣ ՉဦࣁϐǴோόளϩЍᐒᄬᔼǶ܈ચᘕᒤચًϐ୍ǶΌᅿλ࠼ًચၛϐᔼளаϦљ ȐຏΒȑ ၮᒡᆅచЎȐঅ҅ࡕచЎȑًؓ অ҅Вය : ҇୯ 92 ԃ 05 Д 07 В ಃΒകϐ λ࠼ًચၛϷλًચၛ ϦљՉဦӜᆀǴᝌًؓၮᒡᔼྣϷચၛځܴ܌ᔼೀځܭಃ 97 చ λ࠼ًચၛǵλًચၛᔈ Ǵࡑ࠼ચၛǶ܌፶ًܫϐଶى߄ǵًؓрચൂኬҁǴ٠Ԗ ಃ 98 చ λ࠼ًચၛً፶ϐՉًྣᔈຏࣁચၛԾҔλ࠼ًǹλًચၛً፶ϐՉًྣᔈຏࣁચၛ ǴՉًྣᔈቚӈຏચҔΓӜᆀϷज़ચޣԾҔλًǶаચၛයԃаӝऊਜᒤཥሦً፶จྣ จྣǶځǴᔈᛦᎍޣύှऊ܈ၛයԃа٬ҔӷኬǶચၛයᅈόӆុચ ಃ 99 చ λ࠼ًચၛϩࣁҘᅿλ࠼ًચၛǵΌᅿλ࠼ًચၛϷЧᅿλ࠼ًચၛΟᅿǶҘᅿλ࠼ًચၛ ϐᔼᔈаϦљಔᙃࣁज़Ǵளλ࠼ًચၛ୯ϣѦ୍ܺᆛᒤೱᙹᔼǴ٠ளӧᐒǵዸᓐǵ៓ Չဦࣁ܈ϦၡًઠҬ೯ઠϣચᘕᒤચًϐ୍ǶΌᅿϷЧᅿλ࠼ًચၛϐᔼளаϦљ ચၛයԃаϐλ࠼ًࣁज़ǶٮϐǶՠЧᅿλ࠼ًચၛаග ՉဦࣁϐǶ܈ಃ 99- 1 చ λًચၛϐᔼளаϦљ
лй ሽॶᆶಞᄍჹុ٬ҔՉЍбཀკϐቹៜɡޕ ࡕុ٬Ҕኳࠠᢀᗺڙௗسၗૻ The Effect of Perceived Value and Habit on Continuance Intention of Mobile PaymentǺA Perspective of Post-Acceptance Model of IS Continuance ύউ 1 ਢշ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ࣭݅ԟ 2 ғزࣴ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ᇡޑჹՉЍбޣБԄϐǶ2019ԃъԃѠޑᒧޣШжύǴՉЍбΨԋࣁΑמߎᑼࣽ Ǵ҂ٰՉЍб٬ҔВቚଯǶـࡋଯၲ96.6%ǶҗԜёޕ Չࣁ߄ǴԶಞᄍૈϸᔈӃޑሽॶȐPerceived Valueȑჹ٬ҔཀᜫౢғቹៜǴԶቹៜ҂ٰޕޑޣ ၨϿǶӢԜǴزಞᄍϐࣴޣፕϷ٬Ҕޑ܄ሽॶჹុ٬ҔՉЍбቹៜޕޣ่݀Ƕၸѐ٬Ҕޕᡍ ՉЍбុ٬Ҕཀܭሽॶǵಞᄍჹޕޑፕ୷ᘵǴ୯Γزࡕុ٬Ҕኳࠠࣁࣴڙௗسջаၗૻزҁࣴ კϐቹៜǶ Ҕ Partial Least Ӆ199ҽǶ٬ڔჹຝǴӣԏԖਏୢزࣁࣴޣѠ٬ҔޑፓݤǴаම٬ҔՉЍбڔ௦Ҕୢزҁࣴ ሽॶჹᅈཀࡋԖᡉቹៜǹфૈሽॶᆶགሽॶϷಞᄍჹុ٬ޕᡉҢ่݀زSquares (PLS) ՉᡍϩǶࣴ ҂ٰୖԵ٩ᏵǶٮࣁ࣬ᜢౢග่݀زҔཀკԖᡉ҅ӛቹៜǹᅈཀࡋჹុ٬ҔԖ҅ӛᡉቹៜǶҁࣴ ࡕុ٬ҔኳࠠڙሽॶǵಞᄍǵIS ௗޕᜢᗖຒǺՉЍбǵ Keywords: Mobile Payment, Perceived Value, Habit, A Post-Acceptance Model of IS Continuance
1.ᆣፕ ङඳᆶᐒزࣴ 1.1
ғࢲޑ٬ҔǴӢԜΨׯᡂΑ҇ޑวΠǴߦΑඵችࠠՉಖᆄഢදϷаϷՉᆛၡמᒿ೯ૻࣽ БԄϐǶਥᏵޑᒧޣวΠǴᡣՉЍбΨԋࣁΑޑШжύǴჴᡏჾᙯࠠኧՏϯמࠠᄊǶӧߎᑼࣽ 2024ډMordor Intelligenceѱፓ៝ୢϦљϐՉЍбѱൔࡰрǺՉЍбѱ2018ԃѱॶࣁ8,976.8ሹऍϡǴႣी 36,954.6ሹऍϡǴႣෳӧ2019ԃԿ2024ԃ֡ፄӝԋߏȐCAGRȑࣁ26.93ʘǴӧႝη୍ጲࠁวΠǴډԃஒၲ ΑՉЍбѱȐMordor Intelligence, 2019ȑǶ ाӵՖவύಥᑉԶрǴ໒วཥҔЊЪᆢᛠচԖ٬ޣᒧӭǴޣՉЍбౢᕉნύǴޑӧԭৎݾሳ ࣁਡЈǴޣߙǴᔈаޑޣࢨྍǶȨऩ໒ǴጷጸԾٰȩǴऩགྷᕇளޑፐᚒΨࢂᝡݾᓬ༈ޑҔЊǴࢂख़ा ǶԶৎϦљૈԋфᕇճ٠୍ܺޑ٬ҔཥځӢનǴமϯ٬ҔᐒǴԶߦ٬ޑ٬Ҕ୍ܺځࡋࡘԵ֎Їفޣҗ ,ଯȐReichheld and SasserޑԋҁКߥ੮ᙑ࠼Њԋҁٰޑᙑ࠼ЊǴ໒วཥ࠼ЊޑǴԶࢂόᘐख़ᙟޣ߃ԛܭߚӧ ᔼǴࢂࡺቹៜ٬ۓᗹࡋǴΨԖӵԜǴՉЍбϦљωૈߏයᛙޣሡाගϲ٬Ҕޣ1990ȑǴӢԜՉЍб ൩ᡉளख़ाǶزុ٬ҔཀკϐࣴޣҔ ௦યՉЍб୍ܺȐDewanڙࢂցྗഢӳௗ܈ቹៜҔЊ٬ҔཀკܭϐБӛЬाख़زၸѐᆶՉЍб࣬ᜢࣴ ኳࠠڙௗמࣽ܄ኳࠠȐTAMȑǵӝڙௗמand Chen, 2005ǹKim and Garriso, 2009ǹZmijewska, 2004ȑǹԜѦᔈҔࣽ ȐDickinger and Kleijnen, 2008ǹLeong et al., 2013ǹTeoh etزȐUTAUTȑϷബཥᘉණȐDOIȑፕӧՉЍбࣴ ޑុ٬Ҕ୍ܺܭύǴჹزࣴޑՉЍб߃ԛ௦ҔཀკǵՉࣁϷቹៜǴӧ೭٤Ьाܭჹޣal., 2013ȑǴЬा ǶزޑޣፕၨϿǴΨલЮ୍ܺሽॶਏ݀ჹ лк όǵՉޣՉЍбޑज़ǴӚৎ೯ၡёЍڙምᛖԖᅿᅿচӢǴӵ٬ҔጄൎޑҞǴѠӧቶՉЍб ӧ٬Ҕቫय़ёૈԋషౄǵόߡǴޣӝբሌՉǵύλҾᆶλࠠ۫ଛӝࡋཀᜫեပǴᡣۓЍбAPPѝૈ ዝᚁǴ2018ȑǶڑߔᛖȐޑᏤठ٬Ҕཀᜫफ़եǴԶ೭Ψԋࣁคݤ֎ЇཥҔЊǵߥ੮ᙑҔЊ ޑᅈཀࡋᆶӆԛᖼວཀკޣزයఈዴᇡፕ(Expectation Confirmation Theory, ECT) ȐOliver, 1980ȑࢂࣴ ᅈཀࡋٰᑽໆǴᅈཀࡋࢂ٩ᏵޑཀᜫЬाࢂҗӃ٬Ҕᡍޑ୍ܺ܈ख़ᙟᖼວࠔޣख़ाፕǴ၀ፕᇡࣁ ܭុ٬ҔՉࣁ࣬՟سයఈᆶࠔ߄ᕮਏϐ໔Кၨٰ่݀ղᘐǶBhattacherjeeȐ2001ȑᇡࣁၗૻޑᖼວޣ ᕉნङඳǴ٬ҔسၗૻܭPerceived Usefulness)ᡂኧǴ٠୷)܄ԖҔޕӆᖼՉࣁǴӢԜ௦ҔECTፕ٠уΕޣ Ԗޕයఈᒿਔ໔ԶׯᡂǴӢԜख़ӧᡏᡍࡕයఈȐPost-Consumption ExpectationȑǴᡏᡍࡕϐයఈᆀϐࣁޣ ᕮਏǵዴᇡǵᅈཀࡋǵӆᖼཀᜫঅׯࣁǺዴᇡำޕȐPerceived UsefulnessȑǴӢԶஒECTኳࠠϖᄬय़Ǻයఈǵᇡ܄Ҕ ࡕុ٬ҔኳࠠȐPost-Acceptance Model ofڙௗسុ٬ҔཀკԶԋၗૻسǵᅈཀࡋǵၗૻ܄ԖҔޕࡋǵ IS continuance)Ƕ ,.ሽॶȐPerceived Valueȑჹ٬Ҕཀᜫౢғቹៜ(Kleijnen et alޕޑޣ߄ܴǴزќѦǴӃΨԖӭࣴ 2004ǹKim et al., 2010ǹUpadhyay and Jahanyan, 2016ǹZmijewska et al., 2004)ǶAjzen and FishbeinȐ2005ȑࡰрᡍ ่݀ǶԶLimayem et al.Ȑ2007ȑޕޑՉࣁ߄ǶаԜǴಞᄍࢂᅿૈϸᔈӃᡍޑǴԶቹៜ҂ٰۺቹៜӚᅿߞ ՉࣁǶޑុ٬Ҕޣࡕុ٬ҔኳࠠૈၸȨಞᄍȩᄬय़ٰගϲှញૈΚǴٰឍܴ٬Ҕڙௗسࡰрၗૻ ុܭሽॶǵಞᄍჹޕޑޣፕ୷ᘵǴаزࡕុ٬ҔኳࠠࣁࣴڙௗسஒаၗૻزӢԜҁࣴ ٬ҔՉЍбཀკϐቹៜǶ ޑҞزࣴ 1.2
ၨఁǵϷၨեǴՉЍбวଆޑǴѠق୯ৎຫٰຫӭǴ࣬ၨߕ߈ᎃ୯ԶޑҞӄౚ٬ҔՉЍб εӭख़ӧቹៜ٬ҔཀკӢزࣴޑ߈൳ԃՉЍб٬Ҕωᅌӧ҇ғࢲύᘉεǶќБय़ǴᗨฅҞՉЍб ЬزङඳᆶᐒǴҁࣴز࣬ჹၨϿǴӢԜ่ӝॊࣴزፕϷࣴޑ܄ቹៜځሽॶჹޑޕޣǴՠӧ٬Ҕޑન ቹៜǹԜѦǴϩ٬ҔՉޑ࣬ᜢ୍ܺࡕჹࡕុុ٬ҔՉЍбཀკޑӧ٬ҔՉЍбޣࣁѠޑाҞ ගр܌ (аBhattacherjee (2001زՅǴ٩ԜǴҁࣴفޑᄽת܌ሽॶӧុ٬Ҕޑٮග܌Ԝ୍ܺޕӧགޣޑЍб ሽॶǵགሽॶ)Ϸ٬ҔಞᄍᡂǴගޗሽॶ(фૈሽॶǵޕࡕុ٬Ҕኳࠠբࣁ୷ᘵǴ٠уΕڙௗسၗૻޑ ୢᚒӵΠزрࣴ Ϸុ٬Ҕཀკǻޕሽॶᇡځჹޣᡍࢂցቹៜ٬Ҕޑǵġ ՉЍб٬Ҕࡕ ಞᄍࢂցቹៜុ٬Ҕཀკǻޑ٬ҔՉЍбޣ٬Ҕ Βǵġ ᅈཀࡋࢂցቹៜុ٬ҔཀკǻޑΟǵġ ՉЍб٬Ҕࡕ ុ٬ҔኳࠠǴа٬ҔѠسၗૻޑғ़ځයఈၸයఈዴᇡፕǵϷزᆶୢᚒǴҁࣴޑҞزҗॊࣴ ӭሌՉϷՉѳѠ୍ܺࣁග׳๏ٮՉࣁϐᜢ߯ǴගޣࣁჹຝǴԜᜪ٬Ҕࠠᄊᆶࡕុ٬ҔޣޑՉЍб ٬ҔԜ୍ܺϐୖԵǶޣଯ 2.Ў 2.1 ՉЍб
ബཥڀਥᏵશШӓǵҖػҺȐ2014ȑЇҔ2012ԃ୯ሞమᆉሌՉȐBank forInternational Settlementsȑ႟୧Ѝбπ ഢǴӵඵችࠠЋᐒǵѳ݈ႝတڗကǺᖐΥаՉӸۓൔȐInnovations in retail paymentsȑଞჹȨՉЍбȩቶက ܌ȐNear Field Communication, NFCȑБԄǴೌמ߈೯ૻ܈ऀᔎԄഢၸՉᆛၡǴ௦Ҕᙁૻǵᇟॣ܈ ǴٰЍೌמд೯ߞځکကࣁၸՉးǴճҔคጕۓЍбՉࣁ֡ёᆀϐǶDahlberg et al.Ȑ2008ȑஒՉЍбޑՉ Ҭܰࢂ٬ҔՉഢǴޑύԿϿঁ໘ࢤځбࠔǵ୍ܺᆶൂǶGhezzi et al.Ȑ2010ȑᇡࣁՉЍбࢂೱՍၸำǴ ȐNFCǵᙔУǵRFIDȑӼӄӦೌמӚᅿคጕ܈ഢǴૈၸՉᆛ๎ޑҺՖ௴Ҕคጕфૈ܈ӵඵૈЋᐒǵPDA ճҔคጕ୷ૈܭᓬ༈ӧځЍбБԄǴޑᙯ፡܈ೀߎᑼҬܰǶImanȐ2018ȑ߾ᇡࣁࢂᅿ٬ҔՉഢՉЍб ǴӧҺՖӦБǵҺՖਔ໔٬ҔϐǶ܄ߡճޑᘵࡼ ᙯ፡܈ЍбޑᙁൂکೲǵБߡǵӼӄזကࣁǺ٬ҔՉഢՉۓஒՉЍбزᢀᗺǴҁࣴޑޣਥᏵॊᏢ лл БԄǶ 2.2 යఈዴᇡፕ
යఈዴᇡፕȐExpectation-Confirmation Theory, ECTȑനԐҗOliverȐ1980ȑܭՉᎍሦୱගрޑᅈཀࡋᇡޕኳ ำࡋϐයఈȐExpectationȑǴԜයۓܤǴ୍ܺ܈ӧᖼວࢌࠔޣࣁ: २ӃǴۺ୷ҁཷځ՜ԶٰǴۯԄ ఈቹៜޣჹౢࠔ܈୍ܺޑᄊࡋȐAttitudeȑǴᄊࡋቹៜޣޑᖼວཀკǹԶޣჴሞᖼວԜࠔ܈ᡏᡍ ȐPerceived Performanceȑǹޕᇡޑᡍᕮਏౢғཥޑٰ܌୍ܺ܈൩ਥᏵჴሞ٬ҔݩǴჹࠔޣϐࡕǴ୍ܺ ϐ໔ำࡋࢂցठǴޣٿයఈՉКၨǴаຑޑۈᕮਏᆶচӃന߃ޕ୍ܺ܈ࠔޑஒᡏᡍၸࡕޣǴޣӆ ᕮਏޕᕮਏຬၸයఈǴջයఈ҅ӛόዴᇡȐPositive DisconfirmationȑǹΒǵޕ٠ЪౢғаΠΟᅿნǺǵ ܭයఈǴջයఈዴᇡȐConfirmationȑǹΟǵޕᕮਏեܭයఈǴջයఈॄय़όዴᇡȐNegative DisconfirmationȑǶޕ ុ٬Ҕཀ܈ӆᖼཀᜫޣᅈཀࡋଯեǴԶᅈཀࡋϐଯեஒբࣁޑޣКၨำࡋ่݀ቹៜޑᕮਏᆶයఈ ᅈཀࡋᆶᖼࡕՉࣁȐLu et al., 2019ȑޑѱՉᎍሦୱǴаຑ࠼Њܭ٩ᏵǶԜፕҞςቶݱᔈҔޑკ ࠼ӆᖼՉࣁǴӢԜঅ҅ΑයఈዴᇡኳࠠǴගрΑၗ៝ܭុ٬ҔՉࣁ࣬՟سBhattacherjeeȐ2001ȑᇡࣁၗૻ ӢનǴԶޑុ٬Ҕޣ٬Ҕسࡕុ٬ҔኳࠠȐPost-Acceptance Model of IS continuanceȑٰှញၗૻڙௗسૻ ޑයఈᆶᖼວȐ٬ҔȑࡕޑϩձԖᖼວȐ٬Ҕȑޣৡ౦ᗺࣁޣٿࡕុ٬Ҕኳࠠڙௗسයఈዴᇡፕᆶၗૻ යఈᒿਔ໔ԶׯᡂǴӢԜޑޣǴ٬ҔقԶسၗૻܭᡍᆶයఈКၨǴӢࣁჹޑ߾ࢂख़ӧ٬ҔࡕޣᡍǴࡕ ख़ӧᡏᡍࡕޑයఈȐPost-Consumption ExpectationȑǴᡏᡍࡕޑයఈှញࣁޕԖҔ܄ȐPerceived UsefulnessȑǴ ख़ाӢનȐDavis, 1989ȑǴޑ٬ҔᄊࡋǵՉࣁཀკϷჴሞՉࣁޑޣǴࢂቹៜ٬Ҕۺߞޕᇡޑسჹၗૻޣё߄Ң٬Ҕ Զޕᕮਏ఼ᇂӧዴᇡำࡋύǶ ࡕុ٬ҔኳࠠύӚᡂኧӵΠǺڙȐISȑௗسၗૻޑගр܌BhattacherjeeȐ2001ȑ ϐ໔ຑޣٿᕮਏǴޑᕇள܌ϐࡕჴሞسයఈǴᆶ٬ҔၗૻޑϐϣЈسӧ٬Ҕၗૻޣǵġ ዴᇡǺ٬Ҕ ޑၸำϷനࡕޑ࣬ৡำࡋǶ ׯ๓ᕮਏǶ܈ύᕇளճسϐࡕǴёவၗૻسӧ٬Ҕ၀ޣǺ٬Ҕ܄ԖҔޕ Βǵġ གϸᔈǴх֖ᅈޑஒჴሞᕮਏᆶ٬Ҕයఈϐ໔КၨࡕޣϐࡕǴ٬ҔسΟǵġ ᅈཀࡋǺӧ٬Ҕၗૻ ཀǵύҥ܈όᅈཀǶ ำࡋǶޑسࡕǴࡕុᜫཀᝩុ٬ҔၗૻسӧᡏᡍၗૻޣȐISȑុ٬ҔཀკǺ٬ҔسѤǵġ ၗૻ ϷܰҔ܄ԖҔޕޑޣᅈཀࡋаϷុ٬ҔཀᜫՉࣁǴନΑ٬ҔޑسࡰрǴቹៜၗૻزMeloneȐ1990ȑࣴ ۓሽॶٰዴޑᡏڀၸຑޣдӢનቹៜԶׯᡂǶMcDougall and LevesqueȐ2000ȑᇡࣁځډڙѦǴΨ܄ ՉࣁȐLin et al., 2012ȑǶ܈ёૈԖᖼວ/௦Ҕϐཀკ׳ሽॶଯਔǴ୍ܺ܈ᇡࣁ၀ࠔޣՉࣁཀკᆶՉࣁǴ ԋбීǵᙯǵ༊ීำׇǴ٬ֹޑߡ׳Ǵૈ܄ǵջਔᆶ࣪ԋҁڋഢคਔ໔ǵӦᗺज़ڀՉЍб ǴԶԜሽॶΨૈᐟᓰ܄ሽॶޑਏǴ೭ᄆᡉՉЍбфૈޑගଯำ୍ׇܺۓӧВதғࢲύ٬Ҕૈޣ ޣ௦ҔՉЍб୍ܺȐYang and Jolly, 2009ȑ ٬ҔޑՉЍбۓ،ᄊ़ғрགሽॶȐSheth et al., 1991ȑǴԶރག܈ڙགޑӧ٬ҔՉЍб୍ܺၸำύ ࣮ݤȐDarban andޑೌמჹޣᄊૈቹៜ٬ҔރᄊȐDjamasbi et al., 2010ȑǴӢࣁགރགޑޣܭ،ڗΨ ȐYin et al., 2015ȑǶ،ޑ௦ҔೌמٰቹៜޕPolites, 2016ȑǴགሽॶςܴёаׯᡂঁΓ ុ٬ҔǴฅԶҔЊ٬ҔޑࡋٰᔠຎҔЊفȐϣӢનȑيҁೌמࡕុ٬ҔኳࠠύǴаڙȐISȑௗسၗૻ ڗဂᡏޗӭঁ܈ሽॶࢂࡰঁᡏᆶঁޗӢનቹៜȐHuang, 2019ȑǴޗѦډڙቹៜǴΨೌמڙཀკό ΨჴҔЊ٬زՉࣁȐHuang and Liu, 2012ȑǶࣴ܈ࡘགྷǵᄊࡋޑਏҔȐSheth et al., 1991ȑǴૈቹៜҔЊޑளೱ่ ,ቹៜȐHuang, 2019ǹLiu and Yi, 2017ǹWang and PattersonޑᇡӕᆶΓሞϕޗဂᡏೕጄǵډڙཀკޑೌמҔ 2013ǹZhou, 2011ȑǴ೭ΨँᡉΑޗሽॶޑख़ा܄Ƕ ᄬय़ࣁቹៜុ٬ҔՉЍбཀ܄ԖҔޕжڗሽॶޕၱаزǴࡺҁࣴޑሽॶջࣁਏޣԜΟ კϐፕ୷ᘵǶ
лм 2.3 ޕሽॶ
ᆶᕇޑбр܌ޕޣຑࡕǴ܄ᡏޑਏҔ୍ܺ܈ჹࠔܭሽॶǴٰԾޕޣZeithamlȐ1988ȑᇡࣁ ሽॶૈගଯޕࡰрǴزຫԖሽॶǶԶࣴޣбрਔǴ߾၀ࠔჹܭᇡࣁᕇளεޣϐ໔ৡຯǴޑள ,ՉࣁཀკȐLin and Wangೌמ/מᅈཀࡋаϷ۸၈ࡋǴԶගଯᖼວཀᜫȐChang and Tseng, 2013ȑᆶ٬Ҕၗૻࣽޑޣ 2006 ; Turel et al., 2007ȑǴӢԜவύёளޕޣჹሽॶޑᇡޕόቹៜᒧޑᄊࡋǴΨቹៜჴሞϐՉࣁȐEngel et al., 1990ȑǶ ࢂޣሽॶǴёբࣁޕޑᒧՉࣁޣΑϖঁቹៜۓǴSheth et al.Ȑ1991ȑዴقԶሽॶນޣܭჹ ցᖼວǵᒧౢࠔᆶᒧࠔจޑղձՉࣁǴϩձࣁфૈሽॶȐFunctional valueȑǵޗሽॶȐSocial valueȑǵགሽ ሽॶȐEpistemic valueȑǵნሽॶȐConditional valueȑǶڻॶȐEmotional valueȑǵཥ کሽॶ០ᖼວᄊࡋޕᖼວऐΦਔǴব٤ޣSweeney and SoutarȐ2001ȑӧ႟୧ᖼວნύǴፓ ᅿǺȐȑ ሽʏᔮٿሽॶǵགሽॶǴ٠ஒфૈሽॶϩޗሽॶǴϩձࣁфૈሽॶǵޕՉࣁǴගрΑΟঁ යఈ่کᕮਏޑჹࠔޣਏҔǹȐΒȑ ᕮਏʏࠔ፦ǺࡰޑԋҁԶٰޕགޑߏอයޣሽॶǺࡰࠔफ़եΑ ӧ٬ҔౢࠔޣሽॶࢂࡰޗਏҔǹޑᄊރག܈Їଆག܌ӢࣁౢࠔޣਏҔǶགሽॶࢂࡰޑᕇள܌ύ݀ ǴقნԶޑᖼວऐΦޣܭሽॶჹ܄ሽॶаϷచҹ܄ڻਏҔǹќѦǴཥޑޕᇡךԾ܄ޗࡕǴቹៜᆶගϲ ሽॶᄬय़ύǶHsu and LinȐ2015ȑᇡࣁҔЊុ٬ҔՉᔈҔำԄԖፏӭޕόεǴӢԜόયΕቹៜ܄ቹៜϐख़ा ሽॶȐPerceivedޕډڙׯ๓ᕮਏǴҔЊΨ܈ҞۓჴܭҬᜢ߯Ǵ٬ҔচӢόज़ޗচӢǴӵҶ໕ǵুᆶ ValueȑቹៜǴၱஒфૈሽॶǵགሽॶǵޗሽॶբࣁቹៜޣбᖼວՉᔈҔำԄޑޕሽॶǶ ЬाӢનࣁȨӼӄԵໆȩᆶȨԖคᓬඁȩǴаϷॊՉٿ٬ҔՉЍбޣਥᏵၗፓ(MIC, 2016) ஒфૈሽॶϩࣁᕮਏʏࠔ፦ሽॶزǴᏵԜǴҁࣴ܄ǵ࣪ਔ໔ǵԋҁڋЍбфૈሽॶӵคਔ໔ǵӦᗺज़ ȐSweeney and Soutar, 2001ȑǶ όӧ٬ҔޣᆣջࣁགሽॶȐSheth et al., 1991ȑǴᏃᆅ܈ڙགޑౢғ܌ၸ٬ҔՉЍб୍ܺޣ ,ӧወཀቫय़วචख़ाբҔȐYang and JollyૈڙགޑЇଆ܌ӳೀǴՠᙖҗᡏᡍ୍ܺޑགၸำύཀ൨ ᒧՉۓࡘᆢӕዴ܄ᆶڋᐒޑȩࢂঁቹៜӢનǴԶགڙȨགޑϕਔೌמᄊᆶރགޣ2009ȑǴӢ ٬ҔȐHanoch, 2002ǹMuramatsu and Hanoch, 2005ȑǶޑЍб ٮೀӧኧՏᕉნύǴԖΑᡂϯǴёၸኧՏഢගيғࢲᆶՉࣁӢޑᡂॠǴΓॺޑޗϷೌמܭҗ ܄ۓόዴ܈ขቾޑೌמёૈᆶдΓϕа෧Ͽдॺჹ௦ҔޣҺ୍ȐChen and Fu, 2018ȑǴԶޑӭ׳Չ୍ܺޑ ޣǴߦ٬ᡣೌמຝӢન٬Ҕ၀ךဂᡏᇡӕǵԾޗڗೕጄǵᕇޗࣁ಄ӝ܈ȐPark and Ren, 2019ȑ Ǵ୍ܺೌמሽॶȐSheth et al., 1991ȑǶՉЍбࣁਔΠߐޗဂᡏౢғགೱ่ǴԶౢғޗӭঁ܈ᆶૈ ளೱ่ǴԶౢڗဂᡏޗᆶ϶ΓՉඔᙯǵᜄᘶϕԄ୍ܺǵҬϕፕ࣬ᜢ၉ᚒǴᆶೌמёၸ၀ޣ ғޗሽॶǶ ఈǴЪਥᏵPuraȐ2005ȑӧՉ୍ܺޑޕىᅈ܈܄ᐱགǵཥᑉޑٮਏҔӭٰԾ୍ܺගޑሽॶڻќѦǴཥ ՉࣁཀკؒԖᡉቹៜǴᇡࣁ၀ሽॶӛ२ԛ٬ҔܺܭሽॶჹڻύวǴཥزቹៜࣴޑሽॶჹ۸၈ࡋᆶՉࣁޕޑ ޑۓਏҔӧޑаՉЍбុ٬ҔཀკࣁЬǴ٠ߚа२ԛ٬Ҕ၀୍ܺࣁҞǹచҹሽॶزౢғǴԶҁࣴ܌୍ ᇡࣁزаፕॊǴҁࣴܭሽॶᆶచҹሽॶǹ୷ڻᡂኧǴࡺ௨ନཥزҁࣴܭࣣၨόޣٿВωౢғǴӢԜ܈ݩ ኳԄǴࡺафزሽॶǴ٠ᒥൻSweeney and SoutarȐ2001ȑᆶHsu and LinȐ2015ȑࣴޗഢфૈǵགᆶڀՉЍб ሽॶǶޕޑሽॶᆶགሽॶࣁᑽໆՉЍбុ٬Ҕޗሽॶǵૈ 2.4 ಞᄍ
ਔǴسጄൎǴ٠ᝩុ٬ҔޑǶӭኧҔЊຬр߃ԛ٬Ҕಃޑ٬ҔѝࢂԋфޑسሦୱύǴسӧၗૻ ჴࡼωૈ҅ຎࣁȨԋфȩ(Lyytinen and Hirschheim, 1987)Ƕޑسၗૻ ;ཀᜫ(Barnes and Böhringer, 2009 ; Gefen, 2003سុ٬Ҕၗૻޣჴಞᄍᡉቹៜ٬Ҕޣၸ۳ςԖᏢ ޑကԋȨΓӢӃख़ፄᏢಞۓύǴஒಞᄍزࣴޑLiao et al, 2006)ǶਥᏵLimayem et al.(2007) ӧҔЊ٬ҔᆛၡՉࣁ ကࣁȨၸख़ᙟᏢಞࡕǴӧय़ჹමᏢಞۓကǴஒಞᄍۓਥᏵԜزำࡋȩǴҁࣴޑسǴԶԾӛ٬Ҕၗૻ่݀ лн ϸᔈՉࣁȩǶޑр܌ᄊΠǴރޑǴӧؒԖుΕࡘԵނ٣ޑၸ 2.5 Ӛᡂኧϐ໔ᜢ߯ᆶଷፕ 2.5.1 ዴᇡᆶᅈཀࡋϐᜢ߯
سၗૻځᜢᗖӢનǴᅈཀࡋᡉቹៜޑᅈཀࡋکሽॶޕҔЊۓ،ჴሞ٬ҔዴᇡำࡋࢂسҔЊჹၗૻ ቹៜȐPremkumar, 2004ǹShang and Wu, 2017ǹޑᅈཀࡋܭΨჴዴᇡჹزࣴޑុཀᜫȐBhattacherjee, 2001ȑǶӃ Susanto et al., 2016ǹ Thong et al., 2006ǹVenkatesh et al., 2011ȑǶ ႣයਏǴӢԜዴᇡ٬ҔЊᅈཀǶ࣬ϸǴޑ٬Ҕسຬၸ٬ҔයఈਔǴჴΑၗૻ܈ډჴሞ٬Ҕᡏᡍၲ ՉЍбǴՉܭᜢ߯ᔈҔޑයఈǶ࣬ӕډයఈǴ߾วғόᅈཀǴӢࣁѬคݤၲޑന߃ܭӵ݀ჴሞ٬Ҕᡍե ᅈཀǶᆕӝаፕॊǴҁࣴډ٬Ҕჴሞᡏᡍᆶ٬ҔයఈՉКၨǶऩයఈዴᇡǴ߾ჹՉЍбགځЍбҔЊஒ ගраΠଷǺز ȨዴᇡȩჹȨᅈཀࡋȩԖቹៜޑޣH1ǺՉЍб٬Ҕ 2.5.2 ዴᇡᆶޕሽॶϐᜢ߯
ௗسύȐMobile Instant Messenger, MIMȑၸၗૻزOghuma et al.Ȑ2016ȑӧҔЊុ٬ҔՉջਔ೯ૻࣴ ኧՏᏢಞѳܭࡕុ٬ҔኳࠠǴჴዴᇡำࡋᡉቹៜфૈሽॶǵགሽॶǹChow and ShiȐ2014ȑፓᏢғჹڙ ሽॶǹLee and KwonȐ2011ȑӧᆛઠ୍ܺុޗᅈཀࡋᆶុ٬ҔཀკǴჴዴᇡำࡋᡉቹៜфૈሽॶǵޑѠ ዴᇡቹៜǹڙሽॶޗύǴวز٬Ҕཀკࣴ ύǴ่݀ᡉҢዴᇡำࡋᡉቹៜфૈሽॶǵགሽزᖼວбᔈҔำԄཀკࣴޣHsu and LinȐ2015ȑӧ යఈዴᇡ҅ӛቹޑޣ٬ҔځϐՉЍбѳѠǴسፕӕࣁၗૻزǴҁ่ࣴ݀زаॊࣴܭሽॶǶ୷ޗॶǵ ៜޕሽॶǶӢԜගраΠଷǺ ሽॶ)Ԗቹៜޗሽॶȩ(ջфૈሽॶǵགሽॶǵޕȨዴᇡȩჹȨޑޣH2a-cǺՉЍб٬Ҕ ሽॶᆶុ٬Ҕཀკϐᜢ߯ޕ 2.5.3
ӢનǴΨᆶଯᓎ٬ҔԖஏϪᜢ߯ȐKim et al., 2007ǹۓ،ཀკനख़ाسфૈሽॶόࢂቹៜ٬Ҕၗૻ ዴჹុ٬ҔཀޑύǴวфૈሽॶز٬ҔඵૈЋᒮࣴޣVenkatesh and Brown, 2001ȑǴHong et al.Ȑ2017ȑӧ ሽॶჹុཀკౢғቹៜǴYang etޗύǴวزკౢғቹៜǴZhang and LiȐ2017ȑҔЊុ٬Ҕ༾ߞࣴ Ƕز༾റុ٬Ҕཀკቹៜϐࣴܭal.Ȑ2018ȑΨԖགሽॶჹ ӢՉЍб၉ᚒፕ܈ӣ㎸ǴҭڙᇡࣁၸՉЍбૈᕇளؼӳ٬ҔᡍǴԶౢғ҅ӛགޣ ፕՉЍбزុ٬ҔཀკёૈஒගϲǶࡺҁࣴޣဂ൞ᡏၲԋӅሳǴ߾ޗࡋό෧ǴऩૈၸՉЍбᆶ ଷǺزሽॶΨቹៜុ٬ҔՉЍбϐཀკǴӢԜගраΠࣴޕޑޣ٬Ҕ ሽॶ)ჹȨុ٬ҔཀკȩԖቹៜޗሽॶȩ(ջфૈሽॶǵགሽॶǵޕȨޑޣH3a-cǺՉЍб٬Ҕ 2.5.4 ޕሽॶᆶᅈཀࡋϐᜢ߯
ሽॶࢂᅿϣӧޑΚໆǴቹៜঁΓޑᒧϷՉࣁ߄ȐRokeach, 1973ȑǶޕሽॶёаຎࣁ୷ܭᇡޕޑ่ ᄬǴӸӧܭགޕճᆶԋҁϐ໔ޑৡ౦ǴԶᅈཀࡋࢂᅿགຑࡕޑϸᔈǴԶགϸᔈࢂҗᇡޕࡘᆢ܌วޑ ሽॶჹᅈཀࡋаϷՉࣁཀკౢғቹៜȐCronin et al., 2000ǹޕޑޣΨςჴ٬ҔزChiu et al., 2012)Ƕӭࣴ) ុ٬ҔཀკکҔЊᡏᡍǵᅈཀࡋسၗૻޑLi et al., 2012ǹYang and Peterson, 2004ȑǴӧDeng and Zhang Ȑ2010ȑ ٬ҔᅈཀࡋǴځሽॶΨቹៜޕޑޣႣයՉЍб٬Ҕزаҁࣴ܌ሽॶዴჴቹៜᅈཀࡋǶޕύǴჴزࣴޑ ӢԜගраΠଷǺ ሽॶ)ჹȨᅈཀࡋȩԖቹៜޗሽॶȩ(ջфૈሽॶǵགሽॶǵޕȨޑޣH4a-cǺՉЍб٬Ҕ ᅈཀࡋᆶុ٬Ҕཀკϐᜢ߯ 2.5.5
ܺ/ౢࠔޑӵख़ᙟᖼວ࣬ӕٯౢࠔ/୍ܺǴܭёૈ۸׳࠼៝ޑύǴวᅈཀزᅈཀࡋࣴޣOliverȐ1997ȑӧ زǶΨԖӭࣴسǴࡐԖёૈុ٬Ҕ၀ޣ٬ҔޑسኳࠠύǴᅈཀၗૻޑගр܌ǶӧBhattacherjeeȐ2001ȑ୍ ཀკ (Bhattacherjee and Barfar, 2011ǹThong et al., 2006ǹޑسᅈཀࡋቚமҔЊᝩុ٬Ҕ၀ޑسჴჹၗૻ ᅈཀࡋჹុ٬ҔޑޣύǴΨჴ٬ҔزNascimento et al., 2018)ǶLi and FangȐ2019ȑӧࠔจAppុ٬Ҕཀკࣴ ло ஒុ٬Ҕ၀୍ܺǴӢԜගраΠଷǺޣ٬ҔޑႣයᅈཀՉЍбزཀკԖ҅ӛቹៜǶਥᏵॊǴҁࣴ ȨᅈཀࡋȩჹȨុ٬ҔཀკȩԖቹៜޑޣH5ǺՉЍб٬Ҕ 2.5.6 ޕሽॶᆶಞᄍϐᜢ߯
ԾՉࣁǴBridge and FlorsheimȐ2008ȑޑAarts and DijksterhuisȐ2000ȑᇡࣁಞᄍࢂᅿԄǴࢂаҞࣁᏤӛ ಞᄍ൩ຫமǶޑނሽॶຫଯǴ߾ጕᖼޕޣᡉҢ่݀زࣴځҞǴޑނကࣁጕᖼۓሽॶޕύஒزӧࣴ ሽॶჹಞᄍዴჴԖ҅ӛቹៜǴਥᏵӃࣴޕΨࡰрǴ่݀ޑቹៜޑߞҺჹጕӆᖼཀკزChiu et al.Ȑ2012ȑࣴ ಞᄍǴӢԜගраΠޑᓎຫଯǴԶᎦԋ٬ҔՉЍбޑሽॶຫଯǴ߾٬ҔޕޑޣፕǴՉЍб٬Ҕ่݀ز ଷǺزࣴ ሽॶ)ჹȨಞᄍȩԖቹៜޗሽॶȩ(ջфૈሽॶǵགሽॶǵޕȨޑޣH6a-cǺՉЍб٬Ҕ ಞᄍᆶុ٬Ҕϐᜢ߯ 2.5.7
ഢΠǴ٬ҔՉࣁևԾϯϐՉࣁȐLimayem etسङඳύǴಞᄍёှញࣁӧᓎᕷ٬Ҕၗૻسӧၗૻ al., 2007ȑǴKim and MalhotraȐ2005ȑࡰрӃޑಞᄍჹՉࣁౢғӳགǴԶቚуុཀᜫǴр࣬ӕՉࣁǶJones дᔈҔำԄǶਥځҬ൞ᡏᔈҔำԄǴ൩όᇸܰଶЗ٬ҔǴ٠ඹඤޗۓวǴऩҔЊಞᄍ٬Ҕزet al.Ȑ2002ȑࣴ ᏵॊǴගраΠଷǺ ȨಞᄍȩჹȨុ٬ҔཀკȩԖቹៜޑޣH7ǺՉЍб٬Ҕ
Бݤزࣴ.3 ࢎᄬزࣴ 3.1
ޣࡕុ٬Ҕኳࠠࣁፕ୷ᘵǴҔаᕕှՉЍб٬Ҕڙௗسၗૻޑ௦Ҕ BhattacherjeeȐ2001ȑزҁࣴ ុ٬ҔՉޣሽॶǵགሽॶ)ᆶಞᄍᑽໆޗሽॶ(фૈሽॶǵޕޑޣՉࣁӢનǴа٬Ҕޑ٬Ҕ၀୍ܺុ ҢǶ܌ࢎᄬკ3-1زཀკǶࣴޑЍб
ޕሽॶ! H6a-c ಞᄍ! H7 фૈሽॶ! ! H4a-c ᅈཀࡋ! H5 !གሽॶ! ុ٬Ҕ ཀკ! H3a-c ޗሽॶ!
H2a-c H1 ዴᇡ
ࢎᄬزკ 3-1 ࣴ
лп ကۓᡂኧϐᏹբࠠزࣴ 3.2
ᏹځሽॶǵགሽॶ)ǵዴᇡǵᅈཀࡋǵុ٬ҔཀკϷಞᄍǴޗሽॶ(фૈሽॶǵޕᡂኧх֖ޑزҁጇࣴ ကᇥܴӵ߄3-1ۓբࠠ ကۓᏹբࠠޑ߄ 3-1 Ӛᡂኧ က ୖԵٰྍۓ܄ᡂኧ ᏹբزࣴ Sweeney and Soutar ਏҔǶޑᕇள܌٬Ҕᕮਏ่݀ύޑவՉЍбޣфૈሽॶ (2001) Sweeney and Soutar གਏҔǶޑЇଆ܌٬ҔՉЍбࡕޣགሽॶ (2001) ᇡ Sweeney and Soutarޗ:ਏҔǴӵޑᇡӕךဂԾޗ٬ҔՉЍбࡕගϲޣ ޗሽॶ (ೕጄǵϣӧຝਏҔǶ (2001ޗӕǵ಄ӝ ᕮਏǴᆶჴሞޑ٬ҔՉЍбϐϣЈයఈᕇளܭჹޣ٬Ҕ ዴᇡ Bhattacherjee (2001) ำࡋǶޑϐ໔ठ಄ӝޣٿᕮਏǴޑᕇள܌٬Ҕࡕ གϸޑ٬ҔՉЍбϐࡕǴຑᡏ٬Ҕᕮਏᡍܭ୷ ᅈཀࡋ Bhattacherjee (2001) ᔈǶ ำޑᜫཀᝩុ٬ҔޣᡍǴ٬ҔޑਥᏵၸѐ٬ҔՉЍб (ុ٬Ҕཀკ Bhattacherjee (2001 ࡋǶ
(ಞᄍ ၸख़ᙟᏢಞ٬ҔՉЍбࡕǴόଷࡘ٬ҔՉЍбǶ Limayem et al. (2007
ीڔୢ 3.3
ीЬाϩԋΟঁҽǴಃڔୢزჹՉЍбុ٬ҔཀკǴԜࣴޣፓБԄٰڔ௦Ҕୢزҁࣴ زՉЍбӣเୢᚒǹಃΒҽࣁҁࣴޑ٬Ҕ܌ѳதޣෳڙǴ٠аޣޑෳჹຝࣁԖ٬ҔၸՉЍбڙҽᑔᒧ ӚᡂኧޑᑽໆǹനࡕҽࣁΓαीᡂኧǶ ࡌୢǴаޣуаঅׯᏢᆶሡޑЬᚒҞزᡂኧᑽໆୢЬाୖԵಃΒകЎ࣬ᜢЎǴ٩ҁࣴ ीϩǴவ1߄ҢߚதόӕཀԿ5ߚதӕཀǶӚᡂኧᑽໆޑნǶୢᑽໆ٬Ҕլϖᗺໆ߄ٰᑽໆӚᡂኧز಄ӝࣴ ୢϷୖԵЎӵ߄3-2܌ҢǶ ߄ 3-2ǺӚᡂኧᑽໆୢ ᡂኧ ᑽໆୢ ୖԵٰྍ ளࡐБߡǶךၸՉЍбǴᡣ .1 ӊᆉǶ Sweeney and Soutar׳གךࠔᡣޑډၸՉЍбǴວ .2 фૈሽॶ (ӭᓬඁૻ৲Ƕ (2001׳ᏱԖૈךၸՉЍбǴᡣ .3 ளбීБԄࡐБߡǶךၸՉЍбǴᡣ .4 ੮ΠӳӑຝǶךдΓჹځ٬ҔՉЍбǴૈᡣ .1 Sweeney and Soutar ဂᇡӕǶޗவύᕇளך٬ҔՉЍбǴૈᡣ .ሽॶ 2ޗ (2001) Ƕޑڙӧဂᡏ໔ࢂёௗךܭ٬ҔՉЍбǴૈԖշ .3 ύǶځӧך٬ҔՉЍбᡣ .1 ඍ৹Ƕ Sweeney and Soutarډགך٬ҔՉЍбᡣ .2 གሽॶ (፪Ƕ (2001ך٬ҔՉЍбૈ๏ .3 ٬ҔՉЍбǶޑЈܫૈך .4
лр ߄ 3-2ǺӚᡂኧᑽໆୢȐុȑ ᡂኧ ᑽໆୢ ୖԵٰྍ ᡍǴၟႣයኬӳǶޑள٬ҔՉЍбࡕך .1 фૈǵ୍ܺǴၟႣයኬӳǶޑٮග܌ளՉЍбך .2 (Ƕ Bhattacherjee (2001่݀ޑགྷाךډள٬ҔՉЍбǴԖၲך .ዴᇡ 3 යޑளՉЍбԖ಄ӝӃჹՉЍбךǴقᡏԶ .4 ࡑǶ ᅈཀǶډགך٬ҔՉЍбᡣ .1 (໒ЈǶ Bhattacherjee (2001ډགך٬ҔՉЍбᡣ .ᅈཀࡋ 2 Ƕڙډགך٬ҔՉЍбᡣ .3 Ƕޑᇡࣁ٬ҔՉЍбࢂॶளך .1 ӛᝩុ٬ҔՉЍбǶך .2 (ុ٬Ҕཀკ Bhattacherjee (2001 ᓎᕷӦ٬ҔՉЍбǶך҂ٰ .3 дΓ٬ҔՉЍбǶځࡌך .4 ೯தόሡӭуࡘԵ൩٬ҔՉЍбǶך .1 Limayem and Cheung ௗ٬ҔՉЍбՉ่Ƕޔךಞᄍ 2. бීਔǴ (2007) २ᒧ่፡БԄǶךбීਔǴՉЍбࢂ .3 ჹຝϷၗϩБݤزࣴ 3.4
ޑǴࡺа٬ҔၸՉЍбԶᏱԖᡍ܄ኬҁϪុ٬ҔՉЍбཀკǴӢԜࣁޣЬाࣁΑှزҁࣴ ኬܜӅीΒΜϖᚒǴ௦ኬБԄࣁߡճڔୢزុ٬ҔՉЍбϐཀკǶҁࣴޣࣁኬҁ҆ᡏǴаྗዴޣ ǶسኬڗࣁڔݤǴаSurvey Cakeᆛၡୢ ႡݤȐBootstrappingȑܘڗኳࠠ௦ҔPLSीำׇSmartPLS3ȐRingle et al., 2015)Չϩ٠௦زࣴޑࡌزҁࣴ ीᡉޑኬȐresamplesȑ5,000ԛٰຑୖኧीڗᡍǴਥᏵHair et al.(2011ȑᇥܴஒၗख़ፄޑБԄՉኳԄ ǶำׇஒՉಃ໘ࢤෳໆኳࠠȐMeasurement ModelȑߞࡋȐreliabilityȑᆶਏࡋȐvalidityȑϐϩϷಃΒ໘ࢤ܄ ่ᄬኳࠠȐStructural Modelȑၡ৩߯ኧᆶኳࠠှញΚϐϩȐHulland, 1999ȑǶ
4.ၗϩ ኬҁϩڔୢ 4.1 ӣԏ่݀ڔୢ 4.1.1
ਔ໔ڔǶୢڔୢܫᜐᒃܻӳ϶ᆅၰวيҬѳѠǵޗჹຝࣁ٬ҔՉЍбϐҔЊǴӧՉЍбፕᏝǵزҁࣴ ڔࣁ199ҽǴԖਏୢڔӅी25ҽǴԖਏୢڔԾ2020ԃ1Д12ВଆԿ2020ԃ2Д25ВЗǴᕴीӣԏҽኧࣁ224ҽǴคਏୢ ӣԏࣁ88.3%Ƕ 4.1.2 ኬҁ่ᄬϩ
՞К܌܄՞ 63.3%ȐN=126ȑǴζ܄՞ 36.7%ȐN=73ȑǴζ܄تձБय़Ǵ܄ϐԖਏኬҁၗࣁ199ҽǴӧزҁࣴ ՞КനଯǴࣁ 58.7%܌Ǵࣁ54.8%ȐN=109ȑǶӧᙍБय़ǴаᏢғٯଯၻъኧǶӧԃសБय़Ǵ20-29ྃ՞നӭКٯ ᓎ1-3ԛࣁനεޑ٬ҔՉЍбڬՉЍбࠔจǴ37.6%ȐN=133ȑǶޑ٬ҔޣȐN=117ȑǶLINE Pay ࣁനӭ༤เ ࣁനଯǴ53.2%ȐN=106ȑǶঁΓДԏΕа1ϡаΠࣁനӭኧǴ34.7%ޣǴ42.2%ȐN=84ȑǶ௲ػำࡋаεᏢ/εଣਠے ȐN=69ȑǶ ӅӕБݤᡂ౦ 4.2
Չ༤เǴ၀ݩΠࣁӕྍୃৡȐsingleޣෳڙፓၗǴӄᚒࣣҗӕՏڔୢޑᇆ܌زҁࣴډԵໆܭ୷ source biasȑܰวғӅӕБݤᡂ౦ϐୢᚒȐAvolio et al., 1991ȑǴӢԜ௦ҔࠖߐМൂӢηᔠෳȐHarman’s one-factor testȑǴ
лс ှញԾᡂኧᆶ٩ځЬाӢηǴޑှញεϩᡂ౦ૈ܈рൂӢηڗ܌Ӣનϩύ܄ՉኬҁၗϩǶՉ ᡂኧϐ໔ᡂ౦ໆຬၸ50%Ǵ߾߄ҢӸӧӅӕБݤᡂ౦ϐୢᚒȐMattila and Enz, 2002ǹPodsakoff and Organ, 1986ȑǶҁ ǴҁࣴޕӢનᡂ౦ໆࣁ43.8%Ǵ٠҂ၲ50%аǶҗ่݀ёڗϩ่݀Ǵᕴಕᑈᡂ౦ໆࣁ69.08%Ǵಃঁځزࣴ ࡌᔠෳኧॶǴӢԜ٠ؒԖӅӕБݤᡂ౦ϐୢᚒӸӧǶޣᔠෳ่݀٠҂ຬၸᏢز 4.3 ෳໆኳࠠϩ
(ߞࡋ(individual items reliability)ǵԏᔙਏࡋ(convergent validityޑԖΟϩǴ٩ׇࣁঁձҞۓPLSෳໆኳࠠϐᔠ ໆॄޑ໔ۺᄬޑ࣬ჹᔈځߞࡋၸᆶޑHulland, 1999)ǶঁձҞ)ޣаϷձਏࡋ(discriminant validity)Ο 0.7ǴऩคၲܭӢનॄໆѸεޑӢનॄໆࡌǴᢀჸᡂኧޑᡉٮloading)ՉᔠᡍǴਥᏵHair et al. (2011)ග) ሽॶচԖѤঁᚒǴಃΟᚒӢનॄ܄ஒ҂ၲྗᚒϒаմନ٠অ҅Ǵфૈز၀ྗǴ߾ஒϒаմନǶҁࣴډ ໆࣁ0.656ࡺஒᚒϒаմନǴག܄ሽॶԖѤঁᚒǴಃѤᚒӢનॄໆࣁ0.680Ǵኧॶ߈՟0.7Ǵߥ੮ಃѤᚒǵ ᅈཀࡋচԖΟঁᚒǴಃΟᚒӢનॄໆࣁ0.638ǴࡺஒᚒϒаմନǹаϷ٬ҔCronbach's αٰᑽໆᄬय़ߞࡋǴਥ Ᏽ Nunnally (1978)ϐࡌǴCronbach's αॶଯܭ0.7ǴёբࣁଯߞࡋǴऩեܭ 0.35߾ሡϒаܔ๊Ƕ ኧॶຫଯǴځǴ܄ठۺಔӝߞࡋ(composite reliability, CR)ǴёаᑽໆᄬޑۺᄬҽǺٿԖۓԏᔙਏࡋϐᔠ (ໆ(average variance extracted, AVEڗ0.7аϷѳ֡ᡂ౦ܭຫଯǶᔠຎCRॶ߯ኧྗሡଯ܄ж߄ϣወӧᡂኧठ CRϷAV EۺCRᆶAV E ॶӵ߄4-2Ǵҗ߄ᡉҢӚᄬزᔈຬၸ0.5 (Fornell and Larcker, 1981ǹHair et al., 2011)ǹҁࣴ ԏᔙਏࡋǶޑᏱԖؼӳزॶ֡ςຬၸࡌߐᘖǴࡺҁࣴ ߄ 4-2 ӢનॄໆǵCronbach`s αǵCR ॶϷ AVE ॶ༼ᕴ ᄬय़ ᚒ Ӣનॄໆ Cronbach`s α CR AVE Fuc1 0.818 фૈሽॶ Fuc 2 0.705 0.731 0.829 0.549 Fuc 4 0.776 Emo1 0.858 Emo 2 0.910 གሽॶ 0.847 0.899 0.693 Emo 3 0.862 Emo 4 0.680 Soc1 0.875 ޗሽॶ Soc2 0.864 0.845 0.904 0.759 Soc3 0.876 Con1 0.887 Con2 0.864 ዴᇡำࡋ 0.896 0.927 0.761 Con3 0.876 Con4 0.863 Sat1 0.900 ᅈཀࡋ 0.709 0.835 0.632 Sat2 0.824 Cot1 0.854 Cot 2 0.884 ុ٬Ҕཀკ 0.882 0.919 0.740 Cot 3 0.904 Cot4 0.794 Hab1 0.864 ಞᄍ Hab2 0.932 0.889 0.931 0.819 Hab3 0.918
лт ձਏࡋ߾аFornell-LarckerࡰȐFornell-Larcker CriterionȑаϷҬΰॄໆંତȐCross-LoadingȑٰᑽໆǶ ,ᆶӚᄬय़࣬ᜢ߯ኧȐFornell and LarckerځܭFornell-LarckerࡰࢂਥᏵᄬय़AVE ϐѳБਥኧॶٰᔠෳǴ၀ॶε ,ᆶߚᑽໆᄬय़ϐኧॶȐChinځܭǴҬΰॄໆંତᑽໆБԄࣁᑽໆ၀ᄬय़ϐᚒ࣬ᜢ߯ኧኧॶሡଯޣ1981ȑǶӆ дᄬय़ϐ࣬ᜢॶǴԶځᆶځܭᄬय़AVEѳБਥॶࣣεҢǴ܌ϐձਏࡋၗӵΠ߄4-3ᆶ4-4ز1998ȑǶҁࣴ ԖؼӳձਏࡋǶڀزдᄬय़ϐॄໆǴࡺҁࣴځᆶځܭᄬय़Ӣનॄໆࣣε ߄ 4-3 AVE ॶᆶ࣬ᜢ߯ኧ ޗ ዴᇡ ុ٬Ҕ ག фૈ ᄬय़ ಞᄍ ᅈཀࡋ ำࡋ ཀკ ሽॶ ሽॶ ሽॶ ዴᇡ 0.873 ำࡋ ុ٬Ҕ 0.719 0.86 ཀკ ག 0.651 0.657 0.832 ሽॶ фૈ 0.626 0.675 0.611 0.741 ሽॶ
ಞᄍ 0.549 0.71 0.493 0.554 0.905
ޗ 0.312 0.238 0.366 0.3 0.208 0.871 ሽॶ
ᅈཀࡋ 0.744 0.664 0.669 0.639 0.5 0.212 0.795
ᎩࣁӚᡂኧϐ࣬ᜢ߯ኧځጕಉᡏӷࣁ AV E ॶϐѳБਥǴفຏ:ჹ ߄ 4-4 Ӣનᆶ࣬ᜢॄໆ Item Con Cot Emo Func Hab Soc Sat Con1 0.887 0.663 0.656 0.568 0.498 0.34 0.674 Con2 0.864 0.597 0.546 0.485 0.49 0.294 0.615 Con3 0.876 0.638 0.547 0.599 0.458 0.202 0.664 Con4 0.863 0.605 0.512 0.526 0.47 0.246 0.641 Cot1 0.698 0.854 0.627 0.613 0.582 0.225 0.643 Cot2 0.655 0.884 0.554 0.621 0.577 0.179 0.576 Cot3 0.587 0.904 0.519 0.59 0.715 0.188 0.548 Cot4 0.525 0.794 0.561 0.493 0.562 0.231 0.513 Emo1 0.505 0.57 0.858 0.531 0.378 0.316 0.526 Emo2 0.569 0.577 0.91 0.53 0.473 0.333 0.601 Emo3 0.514 0.515 0.862 0.472 0.332 0.31 0.556 Emo4 0.564 0.511 0.68 0.489 0.44 0.253 0.531 Func1 0.523 0.636 0.526 0.818 0.482 0.184 0.555 Func2 0.346 0.443 0.379 0.705 0.456 0.277 0.361 Func4 0.567 0.536 0.511 0.776 0.381 0.172 0.554
мй ߄ 4-4 Ӣનᆶ࣬ᜢॄໆȐុȑ Item Con Cot Emo Func Hab Soc Sat Hab1 0.452 0.616 0.419 0.489 0.864 0.216 0.391 Hab2 0.532 0.657 0.457 0.51 0.932 0.178 0.499 Hab3 0.505 0.654 0.461 0.506 0.918 0.172 0.465 Soc1 0.277 0.212 0.327 0.279 0.184 0.875 0.172 Soc2 0.218 0.148 0.224 0.238 0.148 0.864 0.108 Soc3 0.301 0.242 0.374 0.262 0.2 0.876 0.245 Sat1 0.748 0.651 0.562 0.632 0.51 0.151 0.9 Sat2 0.597 0.54 0.673 0.479 0.411 0.313 0.824
ຏ:ಉᡏӷࣁᚒӧ၀ᄬय़ޑӢનॄໆ 4.4 ่ᄬኳࠠϩ ଷᇥᆶӚᄬय़ၡزࣴޑෳໆኳࠠϩǴዴᇡӚᄬय़ࣣၲԿྗࡕǴಃΒ໘ࢤࣁჹ่ᄬኳࠠޑӧֹԋಃ໘ࢤ ৩߯ኧՉᔠෳǶ ӧዴᇡำࡋჹᅈཀࡋ(β=0.464Ǵp<0.001)ᆶфૈሽॶ(β=0.626Ǵp<0.001)ǵགሽॶ(β=0.651Ǵp<0.001)ǵޗሽ ॶ(β=0.312Ǵp<0.001)ࣣև҅ӛޑቹៜᜢ߯,ӢԜH1ǵH2a-cଷᕇளЍǶфૈሽॶ(β=0.178Ǵp<0.001)ǵགሽ ॶ(β=0.222Ǵp<0.01)ჹុ٬ҔཀკԖ҅ӛቹៜᜢ߯ǴࡺH3aǵH3bଷԋҥǹфૈሽॶ(β=0.210Ǵp<0.001)ǵག ሽॶ(β=0.274Ǵp<0.001)ᆶޗሽॶ(β=-0.096Ǵp<0.05)ჹᅈཀࡋԖᡉቹៜᜢ߯ǴࡺH4a-cଷԋҥǶᅈཀࡋჹុ (ቹៜᜢ߯,H5ଷԋҥǶфૈሽॶ(β=0.404Ǵp<0.001)ǵ ག ሽ ॶ (β=0.247Ǵp<0.01ޑ٬Ҕཀკ(β=0.186Ǵp<0.01)Ԗ҅ӛ ሽॶჹុ٬Ҕཀკ(β=-0.044Ǵp=0.357)ؒԖᡉቹៜǴӢԜޗჹಞᄍԖ҅ӛቹៜᜢ߯ǴࡺH6aǵH6bଷԋҥǶ ϩ่݀ϐ༼زሽॶჹಞᄍ(β=-0.004Ǵp =0.941)ؒԖᡉቹៜǴӢԜH6cଷόԋҥǶҁࣴޗH3cଷόԋҥǹ ҢǴၡ৩ϩ่݀ӵკ4-1Ƕ܌ӵ߄4-5่݀ۓၗǴଷᇥᔠ
*** p<0.001ǹ** p<0.01ǹ*
კ 4-1 ่ᄬኳࠠ(Structural model)
мк ่݀ۓ߄ 4-5 ଷᇥᔠ ่݀ۓଷ ၡ৩ ၡ৩߯ኧ p-value ᔠ H1 ዴᇡำࡋ→ᅈཀࡋ 0.464 0.000 ԋҥ H2a ዴᇡำࡋ→фૈሽॶ 0.626 0.000 ԋҥ H2b ዴᇡำࡋ→གሽॶ 0.651 0.000 ԋҥ H2c ዴᇡำࡋ→ޗሽॶ 0.312 0.000 ԋҥ H3a фૈሽॶ→ុ٬Ҕཀკ 0.178 0.005 ԋҥ H3b གሽॶ→ុ٬Ҕཀკ 0.222 0.002 ԋҥ ሽॶ→ុ٬Ҕཀკ -0.044 0.357 όԋҥޗ H3c H4a фૈሽॶ→ᅈཀࡋ 0.210 0.000 ԋҥ H4b གሽॶ→ᅈཀࡋ 0.274 0.000 ԋҥ H4c ޗሽॶ→ᅈཀࡋ -0.096 0.036 ԋҥ H5 ᅈཀࡋ→ុ٬Ҕཀკ 0.186 0.005 ԋҥ H6a фૈሽॶ→ಞᄍ 0.404 0.000 ԋҥ H6b གሽॶ→ಞᄍ 0.247 0.001 ԋҥ H6c ޗሽॶ→ಞᄍ -0.004 0.941 όԋҥ H7 ಞᄍ→ុ٬Ҕཀკ 0.422 0.000 ԋҥ
5.ፕᆶ่ፕ 5.1 ่݀ϩ 5.1.1 ዴᇡำࡋჹᅈཀࡋᆶޕሽॶϐቹៜ ਥᏵॊჴ่݀ᡉҢǴዴᇡำࡋჹᅈཀࡋԖ҅ӛᡉቹៜǴᆶBhattacherjeeȐ2001ȑǵ Shang and WuȐ2017ȑ ჹޣӧჴሞᡏᡍၸՉЍбࡕǴ၀ᕮਏჴΑႣයਏǴӢԜዴᇡ٬ޣ࣬ӕǶջ߄Ң่݀زࣴޑޣᏢ ሽॶȑԖ҅ӛᡉቹៜǴᆶHsu and LinȐ2015ȑޗሽॶȐфૈሽॶǵགሽॶǵޕᅈཀǶዴᇡำࡋჹډՉЍбག ሽॶȐջфૈሽॶǵགሽޕჹ܄ठޑӧ٬ҔၸՉЍбࡕǴჴሞᡍᆶයఈϐ໔ޣ࣬ӕǹ߄Ң่݀زࣴ ॶǵޗሽॶȑౢғ҅ӛቹៜǶ ሽॶჹុ٬Ҕཀკǵᅈཀࡋǵಞᄍϐቹៜޕ 5.1.2 ਥᏵॊჴ่݀Ǵфૈሽॶᆶགሽॶჹុ٬ҔཀკԖ҅ӛᡉቹៜǴᆶKim et al.Ȑ2007ȑǵ Venkatesh ਏᆶਏϷޑٰ܌࣬ӕǹջ߄ҢՉЍбόፕࢂфૈ่݀زࣴޣand BrownȐ2001ȑǵYang et al.Ȑ2018ȑᏢ ុ٬ҔՉЍбϐཀკᒿϐගϲǶฅޣӣ㎸Ǵࡺᡣڙӧ٬Ҕၸࡕᕇளؼӳ٬ҔᡍǴౢғ҅ӛགޣᡣ ܄ǴҔЊࢂаԾวزࣴޑሽॶჹុ٬Ҕཀკ٠คᡉቹៜǶਥᏵVenkatesh et al.Ȑ2003ȑޗԶǴჴ่݀ᡉҢ ٬ҔՉЍбਔǴჹ܄ሡाԶԾЬޑԖჴሞޣѦӧቹៜΚ൩࣬ჹόεǹࡺෳډڙਔǴ߾سࡋ٬Ҕၗૻف ኳԄǴჹޑᇡӕǵჹѦϣӧຝਏҔ߾ၨόݙख़ǴаϷҞՉЍбςߚਸޗڗࢂցૈᙖԜᕇܭ ቹៜԶԖុ٬ҔՉЍбϐཀკǶ܌ѦӧӢનޗډڙᇡӕǵϣӧϐਏҔόεǴӢԜόޗܭ ่زࣴޣфૈሽॶᆶགሽॶჹᅈཀࡋԖ҅ӛᡉቹៜǴᆶYang and PetersonȐ2004ȑǵLi et al.Ȑ2012ȑᏢ ޑԋҁՉКၨࡕǴౢғ҅ӛᅈཀޕճᆶਏӆᆶޑډޕ܌ӧၸ٬ҔՉЍбࡕޣ࣬ӕǹջ߄Ң݀ ޑჹՉЍбޣෳӢѠځሽॶჹᅈཀࡋևॄӛቹៜǴޗǶԶ่݀ޑགຑϸᔈǴӢԶமϯΑᅈཀᄊࡋ ӧᅈཀࡋޣགྷϣӧຝϐ٬ҔܭǴӢԜჹ܄ਸڀࡋଯၲ96.6%ȐMIC, 2019ȑǴՉЍбᅌදϷϯǴόޕᇡ ǴԶౢғॄӛቹៜǶڗቫय़คݤᕇڙག ԶӧޕሽॶჹಞᄍޑቹៜǴфૈሽॶᆶགሽॶჹಞᄍԖ҅ӛᡉቹៜǴᆶBridge and FlorsheimȐ2008ȑ ቫय़ࡕǴᜫཀុ٬ҔޑڙਏаϷག҅ӛགډڗᕇ܌ᙖҗ٬ҔՉЍбޣ࣬ӕǹջ߄ҢǴ่݀زࣴޣᏢ
мл ӧ٬ޣᎦԋ٠คᡉቹៜǴཀջޑሽॶჹಞᄍޗᓎ߾ගଯǴԶᎦр٬ҔՉЍбϐಞᄍǶՠӧޑ ሽॶ٠όଯǶਥᏵၗፓ (MIC, 2017)Ǵ୯ΓԵໆࢂց٬ҔՉЍб܄ޗѦޑډڗᕇ܌ҔၸՉЍбࡕ Ȑ40.3ۓԛࣁȨԖคᓬඁȐ49.5ʘȑȩǵȨࢂցදၹȐ48.1ʘȑȩǵȨࢂցᛙځӢનȐ83.3ʘȑ௨२ՏǴ܄ϖӜӢનǴӼӄ ᐟǴڈޑሽॶޗфૈቫय़ࣁЬǴӢԜคݤၸѦسʘȑȩᆶȨࢂցӳҔȐ30.9ʘȑȩǴ௦ҔӢનᜪࠠЬाа Ꭶр٬ҔՉЍбϐಞᄍǶ ගଯਏǴс୍ܺۓ٬ҔޣǴᡣ܄ǵջਔᆶ࣪ԋҁڋഢคਔ໔ǵӦᗺज़ڀᕴ่ॊǴՉЍб ǴቚமགሽڙჹԜౢғؼӳᡏᡍགޣុ٬ҔՉЍб୍ܺǴҭૈ٬ޣǴᐟᓰ܄ᡉՉЍбфૈሽॶ 2025ԃਔǴ׆ఈՉЍбදډӛൻᕉǶќѦǴࡹ۬ය҅ޑಞᄍǴߦុ٬ҔޑॶǴԶගଯᅈཀࡋϷᎦԋ٬Ҕ ሽॶᡏᡍǵᅈཀགޑǴऩૈуமՉЍб่݀زӝբΠǴ٩ҁࣴޑᆶࡹ۬ޣϷၲԿΐԋȐՉࡹଣǴ2017ȑǴӧ ҞၲԋࡰВёࡑǶޑុ٬ҔՉЍбཀკǴ٬දϷޣǵಞᄍᎦԋǴջૈගϲڙ ᅈཀࡋჹុ٬Ҕཀკϐቹៜ 5.1.3 ਥᏵॊჴ่݀Ǵᅈཀࡋჹុ٬ҔཀკԖ҅ӛᡉቹៜǴᆶNascimento et al.Ȑ2018)ǵLi and FangȐ2019ȑ ཀკ൩ቚமǴӢԜǴޑᅈཀਔǴᒧុ٬ҔډՉЍбӧ٬Ҕགܭჹޣ࣬ӕǹջ߄ҢǴ่݀زࣴޣᏢ ቹៜӢનǶޑᜢᗖǴࢂόё۹ຎޑኳԄϝࢂख़ाޑᅈཀࡋჹԜᅿཥࠠᄊ 5.2 ፕཀ఼ ȐErnst and Rothlauf, 2013ǹزҬᆛઠǵՉಖᆄഢՉࣁࣴޗᆛᖼǵޑޣၸ۳යఈዴᇡፕ٬Ҕӧ εӭزǶԶՉЍб࣬ᜢࣴޑHong and Hsieh, 2017ǹLiao and Chea, 2017ȑǴၨϿᔈҔӧߎᑼӵՉЍб٬Ҕ ᆶ٬ҔፕȐUTAUTȑǵബཥᘉණፕȐDOIȑڙௗמኳࠠȐTAMȑǵࣽڙௗמϩ٠аࣽޑख़ӧቹៜ٬ҔཀკӢન ՉᡍȐFaqih and Jaradat, 2015ǹOliveira and Campos, 2016ǹStaykova and Damsgaard, 2016ȑǶ ࡕុ٬Ҕኳࠠࣁ୷ᘵǴќ٩ڙௗس՜рϐၗૻۯፕࢎᄬаBhattacherjeeȐ2001ȑவයఈዴᇡፕزҁࣴ ᅈཀࡋаϷុ٬ҔཀᜫՉࣁѦǴޑسቹៜၗૻ܄ϷܰҔ܄ԖҔޕޑޣࡰрǴନΑ٬ҔزMeloneȐ1990ȑࣴ ሽॶٰှញᆶႣෳՉЍб٬ޕޑޣયΕزǶӢԜҁࣴޕӵǺགǵᇡٯдӢનቹៜԶׯᡂǴځډڙΨ ޑុ٬ҔቹៜӢનسନமϯၗૻزёૈቹៜǶӢԜǴҁࣴޑԋ܌ӢનǴаϷಞᄍჹԜ٤Ӣનޑុ٬ҔޣҔ ԵǶୖޑፕЎٮග୍ܺޑࡕុӧՉЍбܭǴჹزࣴޑѦǴΨቚуΑՉЍбӧ٬Ҕ 5.3 ᆅཀ఼ ғޑ٬ҔǴӢԜΨׯᡂΑ҇ޑጲࠁวǴߦΑඵችࠠՉಖᆄഢදϷаϷՉᆛၡמՔᒿ೯ૻࣽ БԄϐǴӢޑᒧޣวΠǴᡣՉЍбΨԋࣁΑޑШжύǴჴᡏჾᙯࠠኧՏϯמࢲࠠᄊǶӧߎᑼࣽ Ǵӧޑቹៜ٬ҔཀკӢનܭεӭख़زуख़ຎǶҞӧՉЍб࣬ᜢࣴ׳ᒧޑޣܭჹޣԜՉЍб фૈሽॶǵགሽޑჹՉЍбޣჴࡕዴᇡΑزፕ࣬ჹၨϿǴӢԜҁࣴޑ܄ቹៜځሽॶჹޕޑޣ ॶǵᅈཀࡋǵಞᄍ֡ჹុ٬Ҕཀკౢғ҅ӛቹៜǶ ޑٰ܌ჹុ٬ҔՉЍбཀკԖᡉ҅ӛቹៜǴ೭߄ҢՉЍбޕགޑӧфૈሽॶᆶགሽॶޣ уமޣǶӢԜёவ၀ቫय़ࡌՉЍбڙౢғ҅ӛགޣǹЪૈᡣޑࢂख़ाقԶޣਏჹޑਏᆶගଯ ڙࢂག܈όፕӧфૈޣԄՉбීǴ٬ޔࣁᙁܰǵ׳ਏǴаϷᡣϟय़ӧᏹբޑ((ӵՉAPPسၗૻ ᜤਔǴёӧጕ࠼ܺຎ֚ډӧ٬ҔၸำύၶޣǶќѦǴёҥጕջਔ࠼ܺൂՏǴڙૈуుؼӳᡏᡍག ᇡޑфૈᆶགޑӧ٬ҔՉЍбޣ௨ନୢᚒǴᙖԜமϯޣٮᒡΕᜢᗖӷǴҥջԖ࣬ᜢϐှ،Бਢගื ޕǶ ӢનϐǴӢԜǴࡌՉЍбޑᅈཀࡋΨࢂቹៜࢂցុ٬ҔޑՉЍбܭჹޣჴزԜѦǴҁࣴ ڈ༤เֹԋࡕϒаλዛᓰᆶᓬඁǴޣǴ٠ᡣ٬Ҕڋӣ㎸ᐒـཀޣᅈཀࡋǴёࡌҥ٬Ҕޑ٬Ҕޣයፓۓёаޣ ख़ຎǴڙഢޣਏૈǴҭૈᡣ٬ҔسǴόගϲس༤เཀᜫǴ٠ख़၀ӣ㎸Չঅ҅ᆶׯ๓ၗૻޣᐟගϲ٬Ҕ ٬ҔᗹࡋǶޑسԶቚமᅈཀࡋᆶჹ၀ ऩᜫཀϸᙟ٬ҔՉЍޣௗቹៜǴ೭ж߄ޔԖ҅ӛڀಞᄍჹុ٬Ҕཀკޑ٬ҔՉЍбޣനࡕǴ ᡏᡍύᕇளޑӧ٬ҔޣᎦԜಞᄍǴёᡣޣՉࣁǴѸૈჹុ٬ҔԋቹៜǶӢԜा٬܄бǴԶౢғᄍ мм ᑈཱུቶΠǴޑǶќѦǴӧଛӝࡹ۬ᐒᜢ่݀ޑុ٬ҔډၸำǴၲޑᐕ܌ᅈཀޣǴ٬ڙᕮਏᆶགޑؼӳ ಞޑᎦԋࡕុத٬ҔᐒǴޑӭ٬Ҕ׳ԖૈޣӭৎӝբǴᘉεՉЍб٬ҔጄൎǴ٬׳Ψёᆶޣ ᄍǶ ᆶ҂ٰࡌڋज़زࣴ 5.4 ਔǴڔӧ༤เୢޣෳڙǶ२ӃǴڋज़ޑزख़ाᢀᗺǴՠϝԖ٤ࣴޑፕᆶჴ୍ޑӭԖճٮᗨฅගزҁࣴ ٠҂ჹԜ٤ৡ౦ӆՉزᚒϐှౢғৡ౦Ǵҁࣴڔόӕৡ౦Ǵჹୢޕԃសǵᙍǵ௲ػำࡋᆶᇡځёૈӢ ុ٬ҔኳࠠࣁࣴޑࡕڙௗسϩǴӢԜаၗૻޑሽॶᆶಞᄍޕख़ޑϩᆶΑှǹќѦǴቹៜӢન ဂѳѠᆅၰՉԏǴӢԜޗဂѳѠǵLine೯ૻ೬ᡏᆶDcardεᏢғޗၸFacebookڔϐୢزЬᚒǶಃΒǴҁࣴز ࡕុᡂϯሡӆќޑ٬ҔՉЍбՉࣁޣᐉᘐय़ԄኬҁԏǴჹڗ௦زኬҁୃख़ᏢғဂǶಃΟǴҁࣴزӧࣴ ՉǶ дӢનӧځܭჹޣࠔ፦ǴٰᆶКၨسԾᡂኧǴӵޑдځёཥቚуزǴ҂ٰࣴڋज़زଞჹॊࣴ ёஒኬҁٰزǴӢԜǴ҂ٰࣴىӣԏҽኧϷቶࡋόڔΓΚᆶԋҁቫय़ԵໆǴୢܭज़ڙቹៜำࡋǶӢޑ٬Ҕཀკុ Ƕ܄ᇥܺΚᆶж߄ڀ׳ૈ่݀زྍጄൎᘉεǴ٬ࣴ 5.5 ่ፕ ௗسЇҔၗૻزғࢲ৲৲࣬ᜢǴԶҁࣴޣӦՏǴΞᆶޑᕉნύ՞Ԗख़ाޑวמՉЍбӧҞࣽ ࢂޣᅈཀࡋǵಞᄍዴჴቹៜޑޣǵޕགޑჹ٬ҔՉЍбࡕሽॶޣࡕុ٬Ҕኳ่ࠠ݀ჴǴڙ ቹៜำޑϷಞᄍޕሽॶགޣᜢᗖᡂኧϷຑ೭٤ᡂኧჹޑдځёቚуزǴ҂୍ٰࣴܺޑցஒុ٬ҔՉЍб ǴΨёࣁزࡕុӧՉЍб٬ҔϐࣴܭቹៜǴନԖճޑ೭٤Ӣનӧុ٬ҔཀკܭჹޣࡋǴ٠ᆶКၨ ՉЍбޣჴ୍ၮբޑୖԵǶ
6.ୖԵЎ 6.1 ύЎҽ Ծ https://reurl.cc/qDape0ǶڗՉЍбදϷ 90%ҞǶཥᆪኞೀǶډՉࡹଣȐ2017ȑǶᒘǺ2025 ԃၲ .1 ԾڗዝᚁȐ2018ȑǶࡹ۬ଯഷȨՉЍбȩǴࣁϙሶѠΓᗋࢂനང༟ጤьǻThe News Lens ᜢᗖຑፕǶڑ .2 https://www.thenewslens.com/article/90071Ƕ тǴಃΎΜΖයǴಃ 19-26 ।ǶۑશШӓǵҖػҺ(2014)ǶȨՉ୍ȩЍбᔈҔวᖿ༈Ƕߎၗૻ .3 Ԗཀᜫ٬ҔՉЍбǶၗౢޣፓȝ80ʘޣȐ2017ȑǶȜՉЍб܌زၗౢൔࣴ .4 Ծhttps://mic.iii.org.tw/news.aspx?id=457 ǶڗȐ MICȑǶ܌زൔࣴ ܌زȐ2019ȑǶՉЍбҔЊ26ྃԿ35ྃԋߏ൯ࡋനεǶၗౢൔࣴ܌زၗౢൔࣴ .5 Ծhttps://mic.iii.org.tw/news.aspx?id=519&List=28ǶڗȐ MICȑǶ 6.2 मЎҽ 1. Aarts, H., & Dijksterhuis, A. (2000). Habits as knowledge structures: Automaticity in goal-directed behavior. Journal of Personality and Social Psychology, 78(1), 53. 2. Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. The handbook of attitudes, 173(221), 31. 3. Avolio, B. J., Yammarino, F. J., & Bass, B. M. (1991). Identifying common methods variance with data collected from a single source: An unresolved sticky issue. Journal of Management, 17(3), 571-587. 4. Barnes, S., & Böhringer, M. (2009). Continuance usage intention in microblogging services: The case of Twitter. 5. Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS Quarterly, 351-370. 6. Bhattacherjee, A., & Barfar, A. (2011). Information technology continuance research: current state and future directions. Asia Pacific Journal of Information Systems, 21(2), 1-18. 7. Bhattacherjee, A., & Premkumar, G. (2004). Understanding changes in belief and attitude toward information technology usage: A theoretical model and longitudinal test. MIS Quarterly, 229-254.
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мс ᔈϐᜢᗖӢનٮᒧβЕෳໆሺᏔޣᔈҔ AHP ᔼࡌπำ Analysis of the Key Criteria of Decision-Making for Civil Engineering Measurement Instrument Supplier Selection by Using Analytic Hierarchy Process (AHP) Approach ԙֻ 1 ୋ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] Ўᓄ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा եሽ،ǵΓΚ่ᄬޑаϷ௦ᖼݤाޑᇡܭೲᡂϯǵࡹ۬ݤೕჹזޑय़ᖏౢᕉნޣᔼࡌπำ ᡂϯǶԶβЕෳໆޑय़ΨࢂၟόᘐӧሡځǴޑىǴሺᏔഢфૈΨԖߏޑמׯᡂǴуࣽޑ եሽౢࠔᝡݾፂᔐǴޑࢂႝη୍ǴٰԾჹ۞ޣ܈ࢬҭނᔈǵٮวǴόᆅࢂޑᔈǴΨय़ჹᆛၡٮሺᏔ ޑᝡݾౣࢂགྷғӸӧ೭ӭᡂۓᜢᗖǴᔕޑᔈᒧٮჹޣᔼࡌπำزᔈᡂૈΚǶӢԜࣴޑᔈٮԵᡍ ᕉნύǴࡐख़ाޑᜢᗖǶ ᒧβޣᎍ୧ᡍаѦǴӕਔ༼Ӛᜪ࣬ᜢЎǵൔᏤǴᙖаΑှᔼࡌπำޑΜӭԃޣନΑزҁࣴ ࣬ჹख़Ǵޑ߾ྗঁᔈϐᜢᗖӢનǴӆճҔϩቫભำׇݤȐAHPȑՉຑྗ߾ϩ٠ዴҥٮЕෳໆሺᏔ ᡉҢǺTAF่݀زᓬӃׇǴаࡌҥ،ϐຑᒧኳԄǴࣴځᙖԜᕇளӚຑྗ߾ϐֽख़ǵᡏख़Ϸ ΓૈΚᡏӈࣁಃǵಃΒख़ाӢનǴࣚᖂ៉ᆶ୍ܺࠔ፦߾ࣁಃΟǵಃѤख़ाǴ೭Ѥঁᜢೌמᇡᆶ ૈΚǴޑБӛᔈݙख़ӧᇡǵΓޑᔈᔼٮख़Ǵ೭ኬ่݀ࡰрޑа%50ޑᗖӢનэΑӄᡏ ᖂ៉ᆶ୍ܺࠔ፦Ƕޑӕਔᆢؼӳ ᜢᗖӷǺTAFǵෳໆሺᏔǵᖼວ،ǵϩቫભำׇݤ Key terms: TAF, instrument, purchase decisions, AHP
1.ᆣፕ ङඳᆶᐒزࣴ 1.1
୯௦ᖼݤύᗨฅؒԖೕךಃӜ(ቅׁࠧǴ2001)ǴޑࡋǺեሽ،ࣁᔼࡌπำᔼᕉნภधࡰኧύڋݤೕ ࣁനեሽ(ՉٯਢϝฅԖ92.82%КޑࡋǴՠᄒҞी108ԃΒԿΖДڋѝૈ௦നեܕޑϦӅπำۓ ᢣࡹ۬অׯݤਢǴՠݩϝคݤׯᡂǶቷࣁΑཟǴБय़ёڥǴ2019)ǴᏃᆅࣚόᘐہࡹଣϦӅπำ ᔈΨࢂుٮύβЕෳໆሺᏔځࠔ፦Ǵߔᛖঁ࣬ᜢౢวǴޑቷၰǴБय़Ψफ़եπำصԋόૈ ᅪޑሺᏔǴӧ௦ᖼೕΨѝૈቪ೯ҔೕаխԋკճޑೌמԖଯࡋӝཥڀΠǴۓೕޑǶЪӧՉ্ځڙ ၺፕӧ௦ᖼύૈಥᑉԶрǶ׳ቾǴ ޑ٬Ҕ܌ᇡǵϷޑسᔈᆅٮǵྣाޑΠǴவΓࡋϷࠔߥाڋݤೕပჴᇡǵྣ ࡌޑᔈٰᇥǴࢂᚳεٮޣ܈ᔼࡌπำܭਠ҅Ƕ೭ჹۓೕޑाೌמ(ሺᏔഢ֡ሡྣ಄ӝTAF(ISO ᚒǶڮޑࢂᐒ߾ࣁ֚ᜤޣ܈ᆶᆅԋҁǴाஒ೭ࡷᏯຎࣁ॥ᓀ ϿηډڙπբϝฅѸΓπࡼբǶޑǴӭೌמޑౢǴЪаՉޑമΚஏܭΓΚ่ᄬǺᔼࡌπำឦ πբǴޑ୯ԃᇸΓӭόᜫཀவ٣മΚஏᆶൾӍπբᕉნךΓԃइ֡ςୃଯǴՠޑፂᔐǴҞᔼࡌπำޑϯ уΓԃइٰ࣮Ǵӭࣁ40-50ྃΓǴୖޑΓΨόᜫཀவ٣࣬ᜢπբǶவπӦ࣬ᜢྣޑسࡽ٬ҁࣽ ගϲਏૈࣁҞനೌמᇶշǵཥڀ٬ҔπޑଣǴ2018)ǴӢԜനεϯزΓ(ύᔮࣴޑ൳ЯؒԖ20-40ྃϐ໔ ૈޑᔈٮሺᏔܭ࣬ჹٰᇥᡉளΜϩख़ाǴЪჹ܄ԾϯำࡋᆶфૈޑаሺᏔഢ܌ှ،БਢǴޑࣁԖਏ мт ࣬ჹගଯǶΚϷࡕុ୍ܺा ຑᒧ֡ၨԖޑᔈٮࡋаϷڋࡋǶ࣬ᜢ௦ᖼڋࣁပჴᆅፕᆶ׳ಃΒжௗΓҺǴӧჴ୍ޑᔼࡌ ௦ᖼБԄΑǶޑࢬำǴϦљ௦ᖼᅌಥᚆааҬࣁЬޑࡋϯڋ ၗߎᕉნǺᔼࡌπำੋϷޑၗߎࢬࢂ࣬ᚳεޑǴՠҗܭᔼࡌπำޑౢ܄Ǵߎᑼᐒᄬჹᔼࡌπำ ቬऊߥߎǴ٬ளπำ߃ϦӅπำ֡ाܭࣁ֚ᜤǴЪҗ׳ᄊࡋǴ٬ளᔼࡌπำၗߎፓࡋޑߥӺڗߞ௦ ӭख़ቹៜΠǴ٬ளᔼࡌޑଶᅉޑեሽཟਏᔈǴᆶѱεᕉნޑԵᡍǶу௦ᖼݤޑၗߎၮբय़ᖏ࣬εޑය ࢂаચжວ܈ߥӺǴࣗԿԖਔаഢᙯӛ҇໔ϦљॷສܭΚၰᖿޑࣁᆙᕭǴᡏ௦ᖼ׳ᆅޑπำჹၗߎ ޑБԄ௦ᖼഢǴࣗԿஒҽ୍ѦхǶ ፄᚇғᄊǴӭࢂҗঁхǴӆ٩ྣҞϩࣁεхǴύхǴλޑӭҞרᔼࡌπำࢂঁ ٣ǶሺᏔޑࢂதԖී׀ډғᄊǴӧπำਢύԏόޑπำීܢեሽᝡаϷߏයԌܭхǴϩቫϩπǶҗ ҬܰኳԄǶޑࢂၨߥӺޑນ॥ᓀԵໆǴӢԜᆶᔼࡌπำӧ୍தத௦Ҕܭᔈӭࢂӧπำ߃යϟΕǴ୷ٮ ፂᔐǺਥᏵTWNIC 2018 ѠᆛၡൔǴ2018ԃѠᆛΓαޑࢬჹβЕෳໆሺᏔB2BҬٰܰނᆛၡᆶ ᆛᖼՉࣁՉεፓ-2018ԃޣǶၗଞჹޣख़ࡋ٬Ҕޑࢂᆛၡ׳Ǵԃᇸဂ%82ޑԖ1738Ǵ՞ᕴΓα زᡏѳ֡Ƕᗨฅҁࣴܭύ21~45ྃဂᆛᖼᓎΞଯځಞᄍύǵᆛᖼςၲ45ʘǴނൔύࡰрǴঁΓВதᖼ ޑᔈКሽٮפౢࠔၗૻǵ൨ڗࡘᆢǴᆛၡԋࣁᕇޑπբځВதಞᄍԋ٠ቹៜޑ௦ᖼǴฅঁΓޑB2B ᚒǶޑᔈࡐख़ाٮᔼԋࣁޑЬाᆅၰǶӢԜᆛઠ ΑǴ܄Ӧܭᎍ୧όӆ߳ज़ޑǵ٬ளሺᏔቷ܄วǴӕਔѺઇΑӦୱޑسࢬނޑᆶߡނᆛၡᖼܭҗ ѠډၮଌځஙଆǴޑफ़եǶу߈ԃεഌిᝊޑΨԋᕇճسѱКሽޑӄѠૈӧ႖ВଌၲǶܴϯ ǴӭঁᡏЊǴ࣮ྗΑ೭༧ᐒǴவԶԾՉவεഌᖼΕӚᅿεഌቷจࠔەߡ׳ၮࣗԿКѠҁଌᗋޑ ܭѱᙯ୧ǴԋӍ፦ޑࠔᆶե༹ޑሽкѾѱǴޔௗቹៜΑᔼቷჹܭሺᏔቷޑߞҺᆶᢀགǶ βډቹៜޑௗޔᜤࡐ֚ޑډᎁၶ܌ౢǴᔼࡌπำޑᔈᆶᔼࡌёаᇥࢂϕճӅғٮβЕෳໆሺᏔ ᔈٰ᠍ٮวǴआՅޑᘐቫǵၗߎᆙᕭǵԶ೭ݢᆛၡޑೌמნǵΓΚၗྍᆶ֚ޑЕෳໆሺᏔǶۭሽཟ ޑᔈٮགྷᙖҗрᔼπำᒧβЕሺᏔزࡘᆢᆶՉǴӢԜҁࣴޑΨుుቹៜεৎǴׯᡂεৎ ඁǶڙૈޑᜢ߯ᆶගϲਏǴԶᡣঁౢޑύޑᔈٮຑᒧࡰǴٰׯ๓ ޑҞزࣴ 1.2
ుΕᕕှᔼࡌπำݩǴၮҔϩቫભำׇݤ(Analytic HierarchyزङඳᆶᐒǴҁࣴزॊϐࣴܭ୷ ǺޑҞزǴᇆ༼ৎᢀᗺаၲԋаΠϐࣴڔProcessǴAHP)Ǵϐୢ ҞቫભࢎᄬϐޑᔈϐᜢᗖӢનຑᒧࡰٮаჴ୍ᡍ่ӝЎᔼࡌπำᒧβЕෳໆሺᏔ .1 Ƕ ᔈϐᜢᗖӢનຑᒧϐЬाᆶԛाख़ٮၮҔϩቫભำׇݤ(AHP)ϩՉᔼࡌπำᒧβЕෳໆሺᏔ .2 ϩǶ ᔈϐᔼᜢᗖӢનϐୖԵǶٮᆅཀ఼բࣁβЕෳໆሺᏔٮ٩Ᏽख़ϩ่݀Ǵග .3
2.Ўӣ៝ ᔼࡌπำวݩ 2.1
ԃӄౚऊԖΜӂऍϡӧᔼౢ࣬ᜢǴډύගز୯ᔼϐวݩᆶᖿ༈ȩࣴך࢙։(2018)Ȩ݅ മΚΓαǴऍ୯ᔮϩֽࡰрǴᔼࡌπำวёԖਏޑǴЪႿҔӄౚऊ7%%13ޑ٣ဂǴऊэӄౚGDP ቚу1ऍϡႣीёٰᚐѦ0.86ऍϡ࣬ᜢᔮࢲǴᐞࢪдӚՉӚᔮࢲวǴᔼࡌπำGDPځߦ ԖനεѦྈਏ݀ϐՉǶڀGDPǴёౢғ2.86 ऍϡᔮਏǶᘜᜪࣁޑቚу1ऍϡीֽΨࡰрǴᔼࡌπำ дғౢࡰǵᇙമғౢԃ֡ԋߏځܭԋߏᆢӧ1%Ǵ࣬ჹޑၸѐ20ԃٰǴӄౚᔼౢ ᡏᔮԋߏ(2.8%)Ƕک(3.6%) ୯2017ԃᔮԋךीǴޑୢᚒǴਥᏵᔮ(2018)ȨύλҾқҜਜȩޑ୯ᔼࡌπำݩϷय़ᖏך нй ᔼࡌπำ߾ೱុΟԃࣁॄԋߏǶޑπύܭύπଅΑ1.35%Ǵᗧឦځࣁ2.89%Ǵ ࡋڋݤೕ 2.1.1
ᝡݾࣁᔼࡌπ܄ࡋԋӕൾڋᡉҢեሽ،่݀زȩࣴزቅׁࠧ(2001)Ȩᔼᔼᕉნภधࡰኧϐࣴ ำᔼᕉნภधࡰኧύޑಃӜǶჴ୍നեሽၨόҔܭ౦፦܄πำǴ୍ǵമ୍ޑ௦ᖼǵܰԋեሽ ᓬ༈Ǵܰޑளၨ٫ளڗ᛬ၨᓬؼࡼπᡍᙦቷคݤמཟǵԶ٬ቷаեӍࠔ፦БԄफ़եԋҁǴӕਔ ڋѝૈ௦നեܕޑϦӅπำۓ୯௦ᖼݤύؒԖೕךᑣǴ2013)Ƕᗨฅےჹҥલᗺ(ጰޑԋЬᆶቷϐ໔ Ǵ2019)Ƕہࣁനեሽ(ՉࡹଣϦӅπำٯਢϝฅԖ92.82%КޑࡋǴՠᄒԿҞीǴ108ԃΒԿΖД ҙນ(ՉࡹଣϦӅπำޑԃԖຬၸ500ҹаόᘐǴޟόᘐᄽǴԋπำޑ೭ᅿӍჾ០ؼჾ ᔈΨٮβЕෳໆሺᏔޑݩǴόߔᛖঁ࣬ᜢౢวǴঁᔼࡌπำౢύރޑǴ2019)Ǵ೭ኬہ ሺᏔǴӧ௦ᖼೕΨѝૈቪ೯ҔೕаխԋკճޑೌמԖଯࡋཥڀΠǴࡽ٬ۓೕޑǶЪӧՉ্ځڙࢂు ၺፕӧ௦ᖼύૈಥᑉԶрǶ׳ᅪቾǴޑ 2.1.2 ၗߎᕉნ
ᔼࡌπำੋϷޑߎࢬΜϩޑᚳεǴՠҗܭᔼࡌπำޑౢ܄Ǵߎᑼᐒᄬჹᔼࡌπำߞ௦ߥӺޑ ၗߎၮբय़ᖏޑቬऊߥߎǴ٬ளπำ߃යϦӅπำ֡ाܭࣁ֚ᜤǴЪҗ׳ᄊࡋǴ٬ளᔼࡌπำၗߎፓࡋ ޑӭख़ቹៜΠǴ٬ளᔼࡌπำჹၗߎޑଶᅉޑեሽཟਏᔈǴᆶѱεᕉნޑԵᡍǶу௦ᖼݤޑ࣬ε ޑࢂӃચࡕວޣ܈ߥӺǴࣗԿԖਔаഢᙯӛ҇໔ϦљॷສǵϩයǵચၛܭΚၰᖿޑࣁᆙᕭǴᡏ௦ᖼ׳ᆅ Ǵҗ߄2ၗ(کࣁύચިިҽԖज़Ϧљ(ύચ्ޑ܄ж߄ڀၗߎБਢύǴനޑ܄೭ᅿቸٮύගځБԄ௦ᖼഢǶ ёа࣮р࣬ၨܭᔮԋߏǴ၀Ϧљԋߏ߄ᡋΓǶ ࣦᎩިԃ 2018-2012(ک߄ 1-1 ύચިިҽԖज़Ϧљ(ύચ् ԃࡋ 2012 2013 2014 2015 2016 2017 2018 ࣦᎩ(ϡ) 3.71 5.16 5.99 6.02 6.36 8.29 10.39ި ԋߏ൯ࡋ(%) ----- 39.08 16.09 0.50 5.65 30.35 25.33
ၗٰྍǺύચިިҽԖज़Ϧљԃൔ
хǴӆ܍ኳԄӭࣁঁᔼځҞቶݱЪፄᚇǴޑרϩπǴޑғᄊࣁଯࡋޑᔼࡌπำ ܍ғᄊǴᔼࡌπำޑЖπำීܦեሽᝡаϷߏයܭ٩ྣҞϩࣁεхǴύхǴλхǴϩቫϩπǶҗ ډମจਏᔈǴԋӧπำਢύԏόޑԋ܌ፎීǴ೭ኬޑύࢤǴᗋளय़ჹύΠෞхޑхय़ᖏЬၗߎᷤݙ ᔈ߾ӭࢂӧπำ߃යϟٮ٣(ഋ࠽ᏣǴ2010)ǶβЕෳໆሺᏔޑࢂதԖී׀ǴЇଆӭύΠෞхၟԌී׀ ΕǴ୷ܭॊ॥ᓀԵໆǴӢԜᆶᔼࡌπำޑҬܰኳԄǴӧ୍ၨคቸ܄Ƕ 2.1.3 ΓΚ่ᄬ
୯ᔼϐวݩᆶᖿ༈ȩࡰрǴલπϷΒжௗୢᚒᝄख़Ǻᔼࡌπำϐӭϩхך࢙։(2017)Ȩ݅ ޗǵϿηϯޗଯសډڙжǴЪڗπำӵᒳโಎǵኳ݈ࡼբπำǴឦമΚஏౢǴคݤ٬ҔᐒᏔ ғΨόᜫவسമǴջ٬ࢂҁࣽޑᆶᡏΚೌמԃᇸΓௗЋډόפΓԃសୃଯǴϝೌמຝፂᔐǴջ٬ӭ πำǵβЕǵࡌᑐπܭᔼࡌπำπӦπբǹೱឦޑ3Kౢܭ٣࣬ᜢπբǶӧԃᇸΓεӭόᜫཀΕឦ ୢᚒ࣬ᝄख़ǶޑΓΚલЮϷΒжௗೌמᏢғǴࡕΨόᜫ፯ΕҁՉǴޑسำࣽ ၗᡉҢǴԴϯࡰኧ(ࣁᑽໆӦΓαԴϯำࡋϐࡰǶջԃសӧ 65ޑਥᏵϣࡹीೀ2018ԃ3Дۭ ԭϩК)ᒿԴԃΓαቚуҭុᚹϲǴԾ82ԃۭ28.24ϲԿ106ԃ2ДۭઇԭၲޑаΓαନа 0-14 ྃΓαྃ 100.18(ջԴԃΓαኧςຬຫѴԃΓαኧ)Ƕ
нк :3ԃ.218ΓαԴϯࡰኧ
120.0 105.7 107.5 98.9 Դ 100.0 92.2 ϯ 85.7 80.0 80.5 ࡰ 72.2 76.2 65.1 68.6 ኧ& 61.5 60.0 55.2 58.1 46.6 49.0 52.1 40.0 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 ԃࡋ
კ 2-1 Ѡ 92 ԃԿ 107 ԃΓαԴϯࡰኧ
زၗٰྍǺϣࡹीೀǵҁࣴ
٩ᒘǴૈԖਏ෧લπୢᚒ٠ගϲޑБਢǴ෧ϿჹΓΚޑอલǴอයၸᏤΕԾϯ࣪Γޑय़ჹΓΚၗྍ аගϲਏ(၏मޑǵπݤǵᐒఓഢඹжΓΚǵπݤسޑၸཥޣ܈ᝡݾΚ(మݞǴ2010)Ƕޑᔼځ ѶǴ2018)Ƕ চӢ൳ᗺচӢǴ1.ёᘜયࣁമΚόᜫཀΕሡाεໆޑᘜયрલπزচӢǴጰܿૈ(2019)ࣴޑલπܭԿ ཀᜫǶ3.മΚࢬӛੇѦǶ4.മπࡹޑǴৣഡπલЮԏᏢ২ޑڋ܍πբǶ2.၀Չӭࢂৣ২ޑଯ܄മΚӒᓀ ǴЪϦڋ༅ᐒܕΓωᎦԋᆶޑΨࡰрᔼπำǴલЮӳزࣴޑ(ࡋό٫Ƕ݅ߞ⪱(2014ڋόǶ5.ᔼᆅޑ ӕਔࡰрલπჹπำϐࠔزᒤᙍ૽ൂՏ҂ૈวචਏૈǶҞӭኧѠҁӦΓР҆όᜫᡣηζவ٣࣬ᜢπբǴࣴ ፦ϷπำπයԖᝄख़ቹៜǶ ୢᚒѝຫٰຫᝄख़Ǵߏයޑᘐቫೌמอલᆶޑ٣ჴǴΓΚၗྍޑ୯य़ᖏΓαԴϯךॊǴ܌ᆕӝӈЎ ሺᏔഢϷޑπݤǵଯࡋӝޑǶอයٰᇥǴаཥޑǴׯ๓ᙍπᕉნࢂࡐख़ाڋΓωػᐒޑϯسᇥࡌҥٰ ೲБਢǶזޑࢬำࢂঁࡐԖਏޑϯس 2.2 βЕෳໆሺᏔวᆶ܄ 2.2.1 ሺᏔޑว
ѠчѱሺᏔϦǶ߃යीԖ23ৎǶࡕٰࡹ۬ࣁߦ୯ৎޑԋҥ܌ሺᏔϦࣁ1948ԃଆޑѠനԐԋҥ ჴᡍ࠻Ǵزीฝᆶԋҥࣴزӣ୯ՉࣴޣՏǴӕਔႴᓰੇѦᏢൂزวǴӚεଣਠаϷ୯ৎൂՏҥࣴ วǶሺᏔౢӢԶ CNLAᇡޑд࣬ᜢౢځGMPೕጄϷޑǴѠᔮᅌᙯࠠǴҗၭᙯӛπǴӕਔ१ࠔۈ1970ԃж໒ ቚޑႝηᆶъᏤᡏౢε൯ԋߏǴε൯ࡋޑۈᓐᆶᕉߥၮวଆǵаϷ1980ԃж໒ܩΨ࣬ᝩԋҥǵᕉߥཀ ԋߏǶวǴѠሺᏔቷΨᒿӕޑǴѠሺᏔౢሡޑуΑჹሺᏔ ό۹ຎǶ1974୯܄ख़ाځՅǴفޑᄽΜϩख़ाתϷౢวǴᆒஏሺᏔزࣽᏢࣴܭӕਔࡹ۬ߐǴ୷ ύزࣴמଣǶȨሺᏔࣽزიݤΓ୯ৎჴᡍࣴډ2005ԃׯஒԜ୍౽ᙯܭύЈȩǴ٠زࣴמࣽԃҥȨሺᏔࣽ วزᄽ୯ৎᆒஏሺᏔࣴתϷԾᇙૈΚǴ٠่ӝ୯ϣѦၗྍǴೌמޑҞࣁǺࡌҥᆶวᆒஏሺᏔޑЈȩ ՅǶفޑ୍ܺೌמᆶ ၮҔǵԶሺᏔౢࠔΞឦϿޑၗԶᇸ۹ᆒஏሺᏔޑѠೕኳၨλǵᇙୃख़ғౢഢܭѠሺᏔౢҗ ᆒஏሺᏔၨࣁಞᄍᆶߞᒘǴޑӭࣁ੮Ꮲᘜ୯ΓǴჹኻǵऍǵВ…୯ৎޣ٬ҔޑǵԐයࣚሺᏔ܄ޑໆӭኬ Ꭹ֡ࣁαǶځѰѓǴ%15ޑሺᏔᇙၨϿǴэঁѱޑΨԋѠ ကᆶϩᜪۓሺᏔౢࠔ 2.2.2
ԯଯڼǵ༾ᐒႝϷڋǵޜကǺȨᆒஏሺᏔΏࡰӝӀႝǵᐒఓǵႝηǵۓ܌Ᏽ2003ᆒஏሺᏔԃ᠘ύ ᆒஏౢࠔǶޑଯࡋԋޑೌמၰǴࢂঁ่ӝፕᆶޕ…ȩǶҗԜёаسӝޑᇶа࣬ᜢး܈Ǵଛഢೌממࣽ
нл ځ٩ऍ୯ SIC ሺᏔౢࠔဂϩᜪჄϩϷ୯ϣᔮπౢࠔϩᜪჄϩǴᆒஏሺᏔౢεठёϩࣁѤεᜪϷ ကӵΠǺۓځдคݤϩᜪϐሺᏔǴ ߄2-2 ऍ୯SICሺᏔϩᜪ߄ ᜪձ ᇥܴ ӵǺъᏤᡏ IC ෳ၂ഢǵ೯ૻٯЋࢤǴໆෳႝᓸǵႝࢬǵᓎႝໆϐሺᏔǶޑႝηໆෳሺᏔ аႝη ෳ၂ሺᏔϷ PXI/VXI ኳಔሺᏔǶ ӵǺπਠྗᏔǵᓸΚਠ҅ᏔǶٯϐሺᏔǶڋǵࢬໆڋǵᕉნڋำׇܭሺᏔ Ҕڋᇙำ ӵǺለᡵࡋीǵӀሺϷᡉ༾᜔…ٯϩϐሺᏔǶ܄ǵϯᏢނӀᏢǵܭӀᏢϯϩሺᏔ Ҕ ᙴᕍሺᏔ ҔܭᙴᕍບᘐǵϩǵᅱຎϐሺᏔǶ дҔሺᏔǴӵǺҡᏔǵෳ॥ሺϷӦሺǵጎሺǵӄઠሺǵНྗሺǵGPS Ƕځ дሺᏔځ زၗٰྍǺҁࣴ 2.2.3 ሺᏔౢࠔ܄
ౢǺמ) եԦࢉǵեૈྍϐଯࣽ) ౢࠔǴϒаीಔӝǴӆу೬ᡏଛӝԶԋǴᇙၸ܈ೌמғౢᇙၸำǴӭճҔӚπςࡌҥϐޑሺᏔ ǶำЙҔεໆૈྍǴҭคԦࢉᕉნϐဤǴё಄ӝϞВᕉნߥៈϐा ౢϕံ࣬ԋǺמдଯࣽځᏤӛǴӕਔᆶೌמΒ) ࣴว) ႝηǵ܄НྗԶගϲǴᖐΥ೯ߞǵၗૻǵמǴᒿӚౢϐࣽᆒஏࡋाځሺᏔϐ٬ҔЁࡋ(ӵᓎቨ)ᆶ ǴӢԜଯڀᇙǴၸำύ٩ᒘεໆଯᆒஏࡋϐሺᏔࣁᇶշπ܈πǴόፕӧࣴวמૐϼǵᙴᕍߥ଼ଯࣽ ԶߦԋሺᏔπϐวǶӕਔǴΨჹᆒஏሺᏔϐεໆሡޑπԋߏמࣽ (Ο) ϿໆӭኬғౢϐπǺ Ǵӵґථ߄ǵႝ߄ӕޣεᜪࠠǴᅿࢂᅿᜪϿԶεໆғౢٿሺᏔπϐౢࠔ٩ౢໆᆶᅿᜪεठёϩԋ фૈǵೕதӢځӵπҔྕࡋीǵᓸΚीϷӚᅿჴᡍ࠻ҔሺᏔǴޣೕϐౢࠔǹќᅿࢂᅿᜪӭԶϿໆғౢ ոΚ໒วϐሦޣǴΨࢂӚ୯ޣϐౢࠔឦࡕޣԶ౦ǴࡺᅿᜪᕷӭԶᎍ୧ໆϿǶεӭኧଯሽॶሺᏔޑ٬ҔϐҞ ୱǶ ᡂॠၨᒨǴౢࠔѱຼයߏǺೌמѤ). ౢࠔ) ϐҞϷኳԄǴёۓڰϐᡂኧᆶᏹբૈΚεӭԖڋǵᒵǵۓሡϐෳ܌ቷӧࣴวǵीǵᇙၸำύ ᡂॠҭၨᒨǶೌמයߏǴౢࠔϐຼڮ٬ҔϐሺᏔᅿᜪҭόதԖϼεϐᡂǴӢԜሺᏔϐౢࠔғ ଯǺा܄ϖ) ౢࠔᆒྗࡋǵё) ᆒྗࡋޑيϐးǶࣁкϩวචॊϐфૈǴౢࠔҁޑаၲᏹբҞڋǵࡰҢǵᒵϷۓሺᏔΏࢂҔӧෳ ԖϦߞڀᇙၸำϐࠔᆅǴӕਔѸᒥൻڋόሡᝄޣԾฅሡၲᝄྗǴӢԜሺᏔᇙ܄Ϸё ౢࠔБૈՉᎍӚ୯ǶځᇡಔᙃϐᇡёǴ܄ள୯ሞڗǴسΚϐଓྉਠ҅ᡏ ୯ϣβЕෳໆሺᏔݩ 2.2.4
܈ᔈ֡ࣁжٮᇙНྗǴӢԜ୯ϣޑଯᆒࡋډ୯ϣβЕෳໆѱೕኳϼλǴЪπНѳคݤၲܭҗ аВҁǵྷγǵቺ୯ǵऍ୯ǵεഌࣁനεٰྍ୯Ƕ߈ځβЕෳໆሺᏔ֡һᒘ୯ѦαǴЀޑԖ܌ࢂᎍǴޣ ሽե༹ǴᔈҔሸځᓬ༈ǴޑᔈٮΑԾρβЕෳໆሺᏔᇙǴ٠आՅןϣሡǴޑமεځ൳ԃεഌа ӄǶ
нм კ2-2 Ѡ92-107ԃࡋεഌሺᏔαኧໆԭϩК
Ѡ:3.218ԃࡋεഌሺᏔαኧໆԭϩК ൂՏ& 100.0 97.0 97.6 98.0 96.2 99.7 99.7 99.6 99.7 99.8 99.9 95.4 98.5 99.3 96.0 94.0 92.3 92.0 89.0 90.0 88.0 86.0 86.7 84.5 84.0 ԃࡋ 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108
زၗٰྍǺीၗ၌-ᜢෝຩൂืαǴҁࣴ 2.2.5 ሺᏔж೯ၡǺ
ᝡݾޑǴനεقᎍǴԶჹሺᏔ೯ၡжԶޣ܈жޑβЕෳໆሺᏔࢂҗচቷӧѠޑҞѠ ѱǶޑᔼ܌ௗੋΕௗЋচҁжޔБԄޑжǴаҥϩϦљڗሺᏔᇙচቷܭ࠶ુϸԶࢂٰԾ ࠔจޑᕮਏຑǴаऍ୯നεޑᕮਏԋ݀ࣁж೯ၡޑ(ሺᏔᇙӭаอය(2~3ԃޑǴऍ୯قԶ жǴՠࢂᔼԋਏϼӳਔǴځඤ׳߾ِೲޣඤၸѤঁжΑǶऩࢂᔼόӳ׳TrimbleٰᇥǴӧѠς жǴԾՉޑԖ܌ӵྷγLeicaቷจǴҞ߾ԏӣٯᔼǴךѱౣǵճᏤӛǴ߾ԏӣжԾܭচቷ୷ უՔᜢ߯Ǵ๏ޑሺᏔᇙၨԵቾߏයޑၗǶВҁޑѬሺᏔୱᎍځӧѠԋҥϩϦљǴ୧ϒ Ծ1946ԿϞຬၸ70ԃǴӧѠᆢжԿϞؒځࠔจNikonǴޑжᔼѱǴаВҁനεޑۓϒжᛙ ԖᡂၸǶ (ϯᔼύᕮਏന٫ౣǴ৪ക(2000فნǴύࠄ(1996)ගрวৡ౦ϯౣࢂሺᏔӭ֚ޑय़ᖏж೯ၡ ࡰрᐱৎжᔼኳԄǴӧෳໆሺᏔౢς׳(ΚໆബཥᆶࣴวǵᆶΕǴ݅ᑣ(2007ޑࡰрଞჹ่ӝ҇໔Ҿ ౢޑǴѸᏱԖԾρقᐟਗ਼ᝡݾǵၗૻܴǴၗૻᇆԋҁΠफ़ǴߏයԶޑᝡݾᓬ༈Ъᒿѱޑᜤᆢၸѐ ࠔǴωૈᆢᝡݾᓬ༈Ƕ 2.2.6 ຩܰѳՉᒡΕǺ
ӭޑࠔٮѦǶѳՉᒡΕჹᡏѱٰᇥёаගٯቷǴβЕෳໆሺᏔΨόޑӚՉύԖѳՉᒡΕ ᆒઓ(ယનǴ2019)ǶՠࢂჴޑຩܰѳϕඁϷԾҗѱᝡݾډǴᗉխᐱэǵ่ӝǵᖄӝόϦѳᝡݾǴၲ܄ኬ يжαϐԋҁନΑࠔҁܭԋϐҬܰѱ(Н)Ǵж೯தόࢂࡐ߆Ǵҗ܌ѳՉᒡΕࠔܭჹ୍ ࡌǴޑسϩࣁᆢঅޑҔϷαᜢิǴࡕុэঁᔼၮЍрനଯޑளԋҁѦᗋх֖жᎍڗϐ ڙрǴ൩ѸௗޑීཥౢࠔҔǴ۳ࡕޑࡌΟԭࣁΕߐسᆢঅޑаβЕෳໆሺᏔٰᇥǴவ୷ҁ ΕԋҁǴΨӢԜҞѠжޑීౢࠔѸόᘐளҹǴёаᇥڗளωૈՉᆢঅᆶڗ૽ڙচቷ ЍрǶޑسሺᏔǴаዴߥૈӣԏᆢжޑߚѠжᎍ୧ڙǴόسᆢঅޑ ୯ϣᎍ୧ϐǴϿΑжᆅᎍҔԶफ़ܭளচቷڗຩܰαǴ҂ޣ܈җঁΓາൂᔅΕᎍ୧ ጲࠁวޑࠔǴΨӢԜ൩ΑНѱޑ࣬ӕډᒲջёວޑၨϿޣեԋҁǴࠔሽԾฅԖᝡݾΚǴԶ Ƕ ࢬނᔈᆶٮ 2.3 ကۓޑᔈٮ 2.3.1
ЎӵޣᜢݙϷख़ຎǴ࣬ᜢᏢډڙᕉǴԜᆅբࣁԐӧ1980 ԃж൩ޑᔈᆅύٮᔈᆅࢂٮ ΠǶ ᔈᆅٮ 2.3.2
ਏ(Kanter, 1994)ǶӝբޑௗޔӕǴஒౢғڐᆶҞሡܭǴᚈБჹڋᐒڋፓᆶڐวᆶӝբቷᆙஏ
нн Zsidisin ȿ Ellram, 2003)Ƕӝբቷϐ໔ӧၗૻ)ᄊሡޑБԄǴаճِೲඓඝѱޑቷϐ໔җၗૻϩ٦ ᝡݾΚ(Christopher, 1999)ǶགྷޑݩीฝऩคݤԖਏҬࢬǴόคݤౢғ҅य़ਏǴϸԶߔᛖҾރᆶғౢ ᔈٮ(Information System)Ѹஒ௦ᖼΓᆶҾϣӚߐ໔ՍೱଆٰǴ٬௦ᖼૈᆒྗЪϷਔӦᆶسၗૻޑ ՉၗૻҬࢬǶ Ǵωૈ٬Ҿۺޑᔈϐ໔ჴᚈគٮکǴ२Ӄሡाዴҥۺᔈᆅٮගрֹ๓׳(ᐽਇ(2016 ၲᆶҬࢬǴჹӝޑߥၗૻޑ҂ٰǶԶុޑӳ׳ӝբωૈԖޑޣٿǴ܄Ϸว܄Ԗᑈཱུڀᔈϐ໔ٮک БԄှ،ǴନምᛖǴ٬ӝբճՉǶޑ࣬ᜢୢᚒ೯ၸӅӕፕޑբ ٮঁঁҽԶςǴЬाࢂࡰঁձӦᆅޑᔈࢲၸำύٮᔈᆅࢂٮၰǴޕᆕӝаၗёа ᔈᜢ߯ᆅ(Supplier Relationshipٮ࠼ᜢ߯ᆅ(Customer Relationship Management, CRM)ኬǴ៝کᔈǶ ၗྍᆶᓬ༈ޑუՔᜢ߯Ǵ٠ӝ۶Ԝޑᜢ߯ǴࣁΑࡌҥঁϕճӅғޑᔈٮManagement)ࢂҔٰᆅϷׯ๓ᆶ ǵϕඁϕճǵუՔᜢ߯Ǵ٠٬۶ԜᏱԖӅӕҞᆶճۓᔈǴ٠ᆢߏයᛙٮѱǶӢԜǴӵՖᆅܗଆ໒ य़ǶֽޑǴӵԜωૈബᚈគ ௨ӈǴΟϩձࣁࠔ፦ǵ܄23ຑᒧࡰǴ٩ྣख़ाޑᔈᒧٮကϷගрۓޑύܴዴزDickson(1996)ࣴ ख़ຎǶډڙҬයǵၸѐᕮਏന ຑᒧྗ߾(ᎄܴؼǴ2016)ǶޑᔈຑᒧਔǴԖόӕٮޑ፦܄ᄬय़Ǵৎय़ᖏόӕޑᔈຑᒧሡԵቾӭٮ ݩΠǴȨԋҁȩǵޑᔈٮۓ॥ᓀǵ୍ܺǶӧ҂ଞჹޕΚǵᇡૈೌמǴഢ௦ᖼϐৎॺനख़ຎࠔ፦ǵقᡏԶ ௵ᜢᗖӢન(ູࠄᓪǴ2019)Ƕᄃޑᔈຑᒧٮᒍȩࢂቹៜౢ܍ݩȩǵȨᆅރȩǵȨ୍ೌמȨࠔ፦ȩǵȨҬයȩǵȨ Οख़ाޑǵԋҁᝡݾૈΚࣁଯᓬӃ܄ᔈౣຑࡰύǴаࠔ፦ߥૈΚǵౢࠔӼӄٮճ(2019)Ψගрࡌҥ ᜢᗖӢηǹҬය߄ᆶၲҬǵౢࠔёࡋǵ៝࠼ᜢ߯ᆅૈΚΟҭևཱུଯख़ӛໆǶ ຑᒧύԖόӕຑޑ፦܄ᔈຑᒧࡰǴନΑࠔ፦ǵሽǵҬයϐѦǴᒿόӕٮᇡࣁزᆕӝॊǴҁࣴ ԵໆࡰǶޑݩΨࢂख़ाރ॥ᓀǵ୍ܺǵ୍ޕΚǵᇡૈೌמഢǴޑၨଯ܄ᒧྗ߾Ǵଞჹӝ ကۓૈΚϐ 2.3.3
ૈמᆶޕޑѸᏱԖ܌ဂۓޑǴࢂவ٣πբૈޕᆀࣁ܈(ૈΚ(Professional Competency Κ(McLagan, 1989)ǶЪࢂૈޑഢڀᔈ܌πբύǴय़ჹಔᙃᡂॠǵวޑඁীǴ2001)ӕਔΨࢂவΓӧӭϡ) ǵޕǴ1978)ǶJarvis(1983)ࡰрᙍૈх֖Αےۏ݅)ाનޑഢڀΓགྷയҺ၀ᙍӺѸޑӚߐՉ ѯǵᄊמǵޕᆶᄊࡋΟाનǶChisholm ȿ Ely(1976)߾ࢂගрૈΚᔈ၀хࡴૈמ ǵᆶᄊࡋΟঁᄬय़Ƕૈמǵޕ࣮ݤၨࣁठǴёϩࣁޑૈΚܭॺჹޣǴᏢޕࡋΟाનǶҗॊёள 2.3.4 ނࢬ
ምᛖ(Maloni ȿޑᔈᆶ៝࠼ϐ໔ٮѺઇ׳ӝǴᔈ၀ޑࢬᆅόൂࢂϦљϣӚᆅߐނ ࢬຎࣁނ(The Council of Supply Chain Management Professionals)ǴہᔈᆅٮBenton, 1997)ǶਥᏵ ǵ୍ܺނޑᗺϐ໔کচౢӦڋکϩǴीჄǵჴࡼޑᔈᆅٮကࣁǺۓځϩǴޑᔈᆅٮ Ƕाޑ࠼ЊىϸӛࢬаϷӸᓯǴаߡᅈکӛޑਏǵਏૈޑ࣬ᜢၗૻک ,ࢬ(Chen, Drezner, Ryan & Simchi-Levi, 2000; KulpޑᔈᆅЬाࣁΟঁᜢᗖၗྍջၗૻǵၗߎᆶࠔٮ Lee & Ofek, 2004; Mentzer, DeWitt, Keebler, Min, Nix, Smith & Zacharia, 2001)ǶKlein & Rai(2009)ࡰрނࢬၸำന ࢬǶޑၗૻکࣁࠔޑख़ा ၲǴډၲǴԖ٤ୱࣗԿૈӧВډࢬૈӧ႖ВނޑଯࡋӝǴѠҁޑسᆶޑמᒿၗૻࣽ жԏී)Ƕ)୍ܺޑߎࢬٮЪΨග ᔈΟঁЬाٮѳΑǶԶவܓрᡣঁШࣚӳႽޑȩਜύගрᆛሞᆛၡޑ෯ଭථѷٚୗӧȨШࣚࢂѳ วޑࢬ่ӝᆛሞᆛၡᆶߎࢬނࢬୢᚒǴԶޑวှ،Αၗૻᆶ୍ޑࡋٰ࣮Ƕᆛሞᆛၡفޑᜢᗖၗྍࢬ ᜐࣚǶނޑୢᚒӕਔѺઇΑѱޑ߾ှ،Αࠔࢬ
но 2.4 ႝη୍ ကۓႝη୍ 2.4.1
ٮᔈǵᎍᆶ႟୧่ӝӧଆǴၸᆛሞᆛၡගٮȨႝηȩуȨ୍ȩǴЬाࢂஒܭႝη୍ շǴԶᆛޑ፤БૈౢғཱུεډਔำϷԋҁǴவວБޑࢬᆶᆅǴεໆ࣪բޑϷ୍ނǵൂु ख़ाᜢᗖǶޑࢂߦ٬ᙯࠠ׳ሞᆛၡ ጕᔕޑࡋٰ࣮Ǵႝη୍όࢂаᆛઠࣁЬᡏفᅿှញǶቶကٿကёϩࣁቶကᆶကۓޑႝη୍ ࢲǴёаຎࣁᅿႝη୍ࠠᄊǴฅᗋхޑǴхࡴѝाၸႝတᆶᆛሞᆛၡٰՉႝηϯҬܰᆶՉᎍ۫ ࡋٰ࣮Ǵႝη୍ࢂࡰفޑՉࣁǶаကޑࢂၗૻҬܰ܈БԄǴΨૈՉࠔǵ୍ܺޑࡴΑၸคጕᆛၡ೯ૻ ǵਜᝤᎍ(ނጕᖼ) ނӵǺᆛၡᖼٯࠔǴޑёૈࢂჴᡏނޑޑҬܰܭҬܰՉࣁǶԿޑՉ܌ӧᆛሞᆛၡ ǵֆᔾሎᆶЦᏣǴ2015)ǶמӵǴቶǵ୍ܺೡ፤ǵᇻຯ௲ᏢǵᆛၡሌՉ(ᄪࣽٯࠔǴޑࢂߚჴᡏ܈୧Ǵ 2.4.2 ႝη୍܄
ႝη୍ޑӭԃวǴࣁӄౚബӭᐒǶၗౢቶύЈЬҺᒘ࣓ӵ߄ҢǴѠႝη୍όѝࢂ ǵֆᔾሎᆶЦᏣǴמᄪࣽ)܄ഢаΠϖڀႝη୍ኳԄǴ೯தޑӄШࣚനଯǴҔЊΨ࣬ࢲ៌Ƕঁԋф 2015)ǴϣϩॊӵΠ 1 ӄԃคҶኳԄǺ ࠔၗૻᆶҬ୍ܰܺǶٮගޑѝाૈೱௗᆛၡǴ൩ёаၸᆛઠ24λਔ 2 ӄౚϯᎍ୧೯ၰǺ ǴёᡣقޣӚᅿԄኬࠔǶჹډၸᆛሞᆛၡΕᆛઠᖼວޣӄౚӚӦǴܭϞᆛၡೱ่ࢂදϷ ೕኳǶޑӄౚϯᎍ୧ډ՜ၲۯࠔᕭอՉᎍ೯ၡǵफ़եᔼၮԋҁǴ٠ஒᎍ୧ 3 ᚈគޑջਔϕ୍ܺǺ ྎ೯ѳѠǴ఼ᇂΑጕᘤំǵཛྷ൨ǵᒡǵбීǵቶՉᎍǵႝηߞҹҬޑΑঁᚈӛջਔϕٮᆛઠග ഻ӳᆶޣೲϩрזԛҬܰၗૻǴёаΓၗϷঁޣࢬϷጕ࠼ܺፕǴќѦᗋёаֹᒵ ीᆶෳ၂ǶޑΨૈୖᆶቷౢࠔޣၰԶՉǴځኳԄǴࣗࢂϸ ЍජǺޑೌמബཥ 4 ᇶշǴמወӧ࠼ЊǶബཥࣽޑࣣࢂࠔޣᆛၡ٬ҔޑԖ܌୍ᔕШࣚǴޑᆛሞᆛၡёຎࣁঁදϷӄౚ ቚ׳ճᏔǴКБԄޑӵǺቨᓎᒡǵӭ൞ᡏᆛ।ǵၗཛྷ൨ǵᔕჴნೌϷጕၯᔍࢂႝη୍ٯ ᆶගϲᕮਏǶ܄ख़ाޑǴ٠ε൯ቚуΑၗૻӧѱҬܰ܄уΑБߡᆶфૈ 5 եԋҁᆶ࠼ᇙϯᎍ୧ዊࢬǺ ՜Զۯޑᆶౢࠔ٠ᒿᆛሞᆛၡ୍ܺޑ࠼ᇙϯٮǴёᡣࠔᕭอՉᎍ೯ၡǵफ़եᔼၮԋҁǴගقԶޣჹ ሽ୍ܺ៝࠼ǶޑᝡݾΚڀೕኳǴаޑӄౚϯᎍ୧ډၲ 2.5 ᆛၡᖼނ ကۓޑނᆛၡᖼ 2.5.1
ғԶٰǶԶȨϕȩࢂࡰᚈ़܌(ȩ (Interactive Home ShoppingނനԐࢂவȨϕԄৎύᖼۺཷޑނᆛၡᖼ ߦ٬Ҿวр಄ӝႝη୍ނׯᡂǴᆛၡᖼޑБԄނᖼޑޣБុՉᚈӛϐྎ೯ (Novak, 1996)Ƕᒿ ᔮљǴ1997ǹ) ނǴ߾ࣁᆛၡᖼ୍ܺ܈ࡋǴၸᆛሞᆛၡΕᆛઠǴᖼວࠔفޑޣౣǶаޑ ڙࢂҾҗᆛၡ۫ௗނࡋрวǴۗᑉ (1999)ᇡࣁᆛၡᖼفCheung, Chan & Limayem, 2005)ǶவҾ ޣҗጕुᖼౢࠔ܈୍ܺǶ ݩᆶวނᆛၡᖼ 2.5.2
Չࣁ่݀ӵΠǴว2018ނൔ่݀ᡉҢ2018ԃ࣬ᜢᆛၡᖼޑӈȩวѲسਥᏵၗ(2019)Ȩᆛᖼፓ ԃޑԃࡋᆛᖼߎᚐࣁ26,587ϡǴၨ2017ԃ༾൯ԋߏǴᆵᆛ϶ᆛᖼಞᄍុуుǴᆛᖼэКவ2014ԃ12.3% ДᆛᖼߎᚐΨவ2014ԃ1,807ϡගϲԿ2018ԃ2,207ϡǴԋߏ൯ࡋၲ22.6%ǶቚԿ2018ԃ16.5%ǴନԜ (२ࡋຬຫΕαᆛઠ(14.2%)ǵEDM(12.6%ٯࢂКޑᆅၰϖӜᗨฅ҂х֖LINEǴॶளݙཀڗύၗૻᕇځ нп 2018ԃ15.8%Ƕډᆶႝຎቶ(12.4%)Ǵவ2017ԃ12.3%ගϲ ςຬຫԭ(%62.6)ٯቹៜനܴᡉǴܺႬᆛᖼКڙߏǴаܺႬᜪձǵ3Cౢࠔޑ೯ၡۓӧჴᡏᆶᆛၡӧ ޣ߾ុௗ߈ჴᡏ፤۫(71.9%)Ƕၗుౢϩৣ☰ࡰрǴ(%62.7)ٯϦљ(50.5%)ǴԶ3CౢࠔᆛᖼК Չᙯޣѳ֡ॶǴ೯ၡғᄊᡂϯ༈Ѹ០ܭѳ֡ගࣁ48.1%ǴฅԶ40ྃаΠဂගܴᡉեޑԭܭ ࠠǶ 2.5.3 ࣬ᜢЎ
ᡏݤࣁڀࣁύЈȩǴޣᜢᗖӢનࢂǺȨаޑֆܰϲ(2019)ϩ่݀ࡰрጺҜૈӧอਔ໔ᕇளѮεയճ ᕉნаफ़եѦᡉൂՏਏԋҁǵஒၗϩࡕѝևނϯϐᖼ܄ԌаϷΓשӝຬӝբǴрխၮᓬඁ่ ၰቺӒᐒԋҁǵޣࡋаϷಃΟБЍбфૈаफ़եວڋၗૻཛྷ൨ԋҁǵҥຑሽޣҔЊаफ़եວܭԖҔϐၗ ుࡋҬࢬࡕрຠЈфૈ٠ҔЈᔼ៝࠼ᜢ߯ᆅǵόᘐᆶҔЊҬࢬа҅Αှޣᡏᡍ٠ᆶނрઠԄᖼ ሡǴ٠բр࣬ᔈϐፓϷׯ๓ǴᡣጺҜளаԋф֤ᛙѠႝᓪᓐϐՏǶ܌ޣ ჴ่݀ᡉҢዕࡋǵܺز2019)ࣴ)௵Ǵߋ٫ޑߞҺࢂΜϩख़ाޑளҔЊڗႝޑၰঁԋфޕҗёа ӢનǶӕਔޑߞҺനᜢᗖޣࢂቹៜ܄ύ୍ܺԖਏځࠔจຝ҅ӛᡉቹៜߞҺགǴޑϷ፤ৎޕག܄Ԗਏ୍ ߥೌמکວ፤ᚈБϐ໔ࡌҥଆߞҔᏼߥکጕЍбѳѠǴࣁሌՉޑམଛಃΟБЍбѳѠբࣁӼӄǵِೲǵБߡ ǴەᏼЈ(ޑǴӕਔନΑҔЊӧҬܰၸำύჹၗߎӼӄΑҔЊჹᆛၡҬܰߞҔሡىόᅈځምբҔǴ 2019)Ƕ ቹៜ(؇ޑߞҺౢғ҅ӛޑᄊࡋǵཀკǵՉࣁǶЪჹѳѠǵৎޑޣᆛၡα(ջᆛၡຑፕ)ૈቹៜ ᑈཱུቹៜ(ЦηޑᑈཱུቹៜЪჹӣᖼཀკԖᡉޑ٩ഊǴ2017)Ƕჴӳຑჹຑፕёߞࡋǵჹ፤ৎϐߞҺԖᡉ ᆛၡπኧၨӭǵᆛၡکǴၗҁᚐޑߞҺޑޣჴᡏೕኳΨࢂቹៜޑ߄ϦљޑባǴ2018)ǶନΑᆛၡ ᆛၡᔼၮᕮਏځǴჹޣϷ٬ҔՉ୍ނǵೡ፤ৎۚϙٮᆛઠނ۫ԋҥၨΦǵԖ໒ჴᡏ۫य़ǵԋࣁᖼ Ǵ2018)Ƕەቹៜ(ෞޑᆶߞҺԖ҅ӛ ԶаޣࣁύЈӳ៝࠼ᆅΨࢂࡐख़ाޑǴᆛᖼѳѠӧޗဂ൞ᡏޑࢲᆶϕόԖշܭගϲᆛᖼ ࠔจ(ֈЎ◔Ǵ2017)Ƕޑ۸၈ࡋǴԶගଯᆛᖼѳѠޣௗቹៜޔӜࡋǵߞ ҺǵሽॶᖄགྷǴࣗԿᗋૈޕޑѳѠ ೲဂᆫ៝࠼ဂǴ൩ૈബזǴӆᙖҗ҅ӛᆛၡਏᔈǴسౢғϕຫӭǴҾሽॶ൩ຫε٠ԋғᄊޣᆶ рଯቚߏҾ(٫ᏦǴ2017)Ƕ ၗૻǴߞҺٮ٩ᒘᆛሞᆛၡǴၸᆛઠගޑБԄςε൯ࡋޑၗૻڗࡋٰፕǴΓᕇفޑவၗૻࢬᆶߎࢬ ඟҢǵЇΕಃΟБߎࢬޑᔼǵၗૻޑဂࢲޗǵᆛઠаϷ܄ϕޑୢᚒǴคፕࢂவᆛઠޑ٩ฅࢂനሡाլܺ ނჹᡏᆛၡᖼޣǴΨԶቹៜޕགۓόዴޑޣ෧ϿޑᜢᗖǴૈԖਏޑ߄ࢂࡐख़ाޑسϷຑሽ ᕉნޑߞҺำࡋǴமϯޣޑᖼວཀᜫǶ ࡋڋᇡ 2.6 2.6.1 ᇡว
سᆅޑᔈࠔ፦ٮǵྣाޑǴவΓࡋϷࠔߥाڋǴပჴᇡǵྣπำाܭϦৎᐒᜢჹ ᔼࡌπܭਠ҅Ƕ೭ჹाೌמޑ(ሺᏔഢ֡ሡ಄ӝTAF(ISOޑ٬Ҕ܌ᇡǵϷϦӅπำޑ(ሡ಄ӝTAF(ISO ᚒǶڮޑࢂᐒ߾ࣁ֚ᜤޣ܈ࡌᆶᆅԋҁǴाஒ೭ࡷᏯຎࣁ॥ᓀޑᔈٰᇥคᅪࢂᚳεٮޣ܈ำ ᚒǴԶҬܰߞޑफ़եҬܰԋҁԋࣁගϲᝡݾΚࡐख़ाޑѱǴԖਏޑ୯ԾуΕWTOаٰǴय़ᖏӄШࣚך (Ϟྗᔠᡍֽ)Ьᆅ٠ᒤǴӧ2003ہ1935ԃҗᔮπྗ ܭ୯ৎྗCNSǴޑ୯ךᜢᗖǶޑύځࢂ׳Һ ࡋǴڋᇡޑ୯ךԑࣁȨࡌҥϷวےԋҥځ٠౽ᙯᇡ୍Ǵ(ԃҗྗᔠᡍֽԋҥTAF(Ѡᇡ୷ߎ ޑౢࣚԖਏϷॶளߞᒘٮȩǵȨаϦ҅ǵᐱҥǵܴϐচ߾Ǵගаዴߥ಄ӝ୯ሞೕጄ ISOʏIEC 17011ϐा ޑǴаዴߥѠᇡёڐᇡ܍εϐයఈȩǴаϷȨж߄Ѡୖᆶ୯ሞࢲǴᛝ୯ሞ࣬ϕޗىᇡ୍ܺǴᅈ ܍࣬ϕܭڙਏǴޑȩǶၸTAFᇡૈٰӭڙд୯ৎௗځൔʏਜǴёаޑڀჴᡍ࠻Ϸᡍᐒᄬр аΠਏډᇡǴ٠ၲ܍ॺ200ঁᔮᡏךǴڐޑᇡ
нр 1. ዴߥჴᡍ࠻/ᔠᡍᐒᄬϐૈΚᆶᔠᡍኧᏵϐ҅ዴ܄ 2. ගܹჴᡍ࠻/ᔠᡍᐒᄬࠔ፦ᆅਏ ڙௗ܌ᔠෳኧᏵࣁ୯ϣѦ࣬ᜢൂՏ .3 4. ෧Ͽख़ፄਠ҅ʏෳ၂ʏᔠᡍϐਔ໔ᆶԋҁ ᔮΨଞჹόӕჹຝගрᇡޑਏǺ 1. ޣǺࠔ፦ᆶӼӄϐߥምǵ௦ᖼБߡ܄ǵගϲߞЈ ǵගϲҾຝǵᇡɨࠔจǶܤǵฯᡏׯ๓ǵ෧Ͽ៝࠼ڋᇙǺගϲౢࠔࠔ፦ǵமϯᆅᐒ .2 ଯሽॶǶ׳ᏼϐ॥ᓀǵ፟ϒࠔ܍ᔈ܌೯ၡǺቚу௦ᖼߞЈǵफ़եຑ᠘ԋҁǵගϲ௦ᖼਏǵ෧Ͽ .3 ୯ϣβЕෳໆሺᏔᇡݩ 2.6.2
߄5-1 ᄒԿ2019ԃ9ДԖਏᇡβЕෳໆሺᏔჴᡍ࠻Ӝൂ ᇡጓဦ ൂՏӜᆀ ჴᡍ࠻Ӝᆀ ਠ҅Ҟ ୯ৎࡋໆᑽྗჴᡍ࠻ N0688 ୯ৎࡋໆᑽྗჴᡍ࠻ ӀᏢጎሺǵႝηጎሺ (ႝໆ/ႝᅶ/ӀᏢ/ߏࡋ) 0561 ӜৎިҽԖज़Ϧљ ߏࡋਠ҅ჴᡍ࠻ ӀᏢጎሺϷႝηጎሺ හੀෳໆሺᏔ 1887 හੀሺᏔԖज़Ϧљ ႝηෳຯጎሺ ਠ҅ჴᡍ࠻ ӀᏢጎሺǵႝηጎሺϷӄෳઠႝη 2218 ϣࡹ୯βෳᛤύЈ ෳໆሺᏔਠ҅ჴᡍ࠻ ጎሺ Φ߷ෳໆሺᏔԖज़Ϧљ ߏࡋਠ҅ჴᡍ࠻ Ӏݢෳຯጎሺǵጎሺǵႝηෳຯሺ 2755 ѠӀႝෳໆሺᏔ 2941 ѠӀႝπިҽԖज़Ϧ ႝηෳຯሺǵጎሺ ਠ҅ჴᡍ࠻ زၗٰྍǺTAFᆛઠ၌ǵҁࣴ 2.6.3 ᇡਏ
,ᑣ, ඵউۏჴᡍ࠻(၏ޑ҂ᇡܭჴᡍ࠻ӧෳ၂ૈΚаϷࠔ፦֡ᓬޑᇡૈٰӭਏǴၸᇡ ਏǴޑᖼວཀᜫϷߞЈ(ಏ⊭Ǵ2019)Ƕ٠ЪԖྈሽޑޣගϲޑౢࠔૈᡉޑጰۢ2016)ǶЪၸᇡ & ЪᇡભຫଯྈሽਏΨຫଯǵᚈᇡޑਏΨଯܭൂᇡ(ླྀ൛Ǵ2019)ǶӕਔჹܭҾሽॶૈᡉගϲ( ৎৱǴ2017)Ƕ ᇡӕࢂԖჴሞਏǴЪჹᆅ໘ቫೢҺǵၗྍᆅǵౢࠔޑள୯ሞࠔจ࠼ЊڗளᇡჹڗᔼၮޑӧҾ फ़ե࠼ນǵ෧Ͽख़πǵගܭុׯ๓ჹޑسύࠔ፦ᆅسᕮਏࣣԖᡉቹៜǶᇡޑЋݤڋᆅϷࠔ፦ᆅ ߄ӧԏΕᆶޑௗޔᝡݾΚǴޑௗቚуҾޔਏૈޑਏ(ᚑࣿጪ2015)Ƕ೭ኬޑଯࠔ፦ǵගଯғౢਏԖჴ፦ ӛቹៜ(ယӵػ2015)Ƕ҅ޑᕇճԖᡉ ᢀག (Ц൫ޗЪёගϲૈΚᆶۓޭךԾޑ၉ǴၸᇡԖշૈΚᆶޑаঁΓቫय़ٰ ว(ԙ҉Ӽ2018)ǶޑೌמфૈЪૈ๏ϒᇡӕǴӕਔૈߦޑᜢעࢂԖࠔ፦ᆅ׳ᇥǴٰޣǶჹ(2015
Бݤزࣴ.3 ࢎᄬزࣴ 3.1
ǵЎӣ៝ݤǵৎޑҞزǴхࡴዴᇡࣴزБݤǴϩቫભำׇݤ(AHP)Չ࣬ᜢࣴز٬Ҕࣴزҁࣴ аࡌҥ࣬ჹख़ǵࡌҥԋჹંତ٠ीᆉቻॶᆶ܄࣬ჹख़ाޑ܄ჹӚቫભ໔ឦڔೖፋዴᇡቫભࢎᄬǵৎୢ ቻӛໆǵᡍठ܄аዴᇡߞࡋǶ Ўӣ៝ݤ 3.2
ၗزࣴޑᡯჹၸѐޑǴၸ᎙ំǵඔॊǵϩᜪϷ၍ញޑҞزࣴۓݤǴࢂਥᏵزЎӣ៝ݤΞᆀўᏢࣴ ևǶޑԖుࡋ׳уᙦᆶ׳ୢᚒǴ٠ஒϣӝǴаޑزǵፓൔǵౢݩЎၗٰϩࣴ ൔǵයтᆶፕЎǵൔകཥᆪᚇᇞǵ߈ԃᆛၡ൞ᡏΨࢂޑྍΜϩӭϡǴკਜᓔǵπϷࡹ۬ߐٰޑЎၗ нс ၗٰྍǶޑঁதҔ ᄽၸำǴޑΓᜪޗޕǴளزᡍᆶࣴޑǴБय़җΓزࣴޑЎӣ៝ݤ୷ҁёຎࣁჹၸѐࣽᏢ ཥཀကᆶཥሽॶǶޑزࢂၮҔ࣬ᜢፕǴ፟ϒࣴ׳ёаബ҂ٰǶᐕўЎӣ៝ݤ׳ளѨޑќБय़җΓ ፓǶ٠ᘜયрനࡕЎزࣴޑݩᆶ࣬ᜢޑǴԶᔼࡌπำय़ᖏޑၸ࣬ᜢўϷЎزҁࣴ ޑ่݀Ƕ (ϩቫભݤ(AHP 3.3
ᔈϐᜢᗖӢٮᒧβЕෳໆሺᏔޣБݤϩቫભำׇݤ(AHP)Ǵаᔼࡌπำز٬Ҕࣴزҁࣴ ϩǺޑǴаՉࡕុ܄࣬ჹख़ा܄ளӚቫભឦڗᆶೖፋаዴᇡቫભࢎᄬϷڔύᜢᗖϩࣁᙖҗৎୢځનǴ ᡯAHP ϐϩำׇᆶ 3.3.1
ाનࣣયΕୢᚒύǶԜ໘ࢤޑጄൎǴࡌᅰёૈᘉǴ٠ஒቹៜୢᚒޑёૈ఼ᇂ܌ୢᚒܭୢᚒǺჹۓ)ǵࣚ) ᆶׇǶ܄ᜢᖄځӢનӈрǴԜਔኩόԵቾޑ࣬ᜢ܌ёҗЎᇆǵቺݤǵတΚᐟᕏݤБԄǴஒᆶୢᚒԖ Ǵ่ᄬёаவᡏҞǵηҞǵ،่݀ۓቫԛჄϩё٩ϩୢᚒϐፄᚇำࡋԶޑΒ)ǵࡌҥቫભǺቫભ) ࣬ϕᜢ߯ᆶᐱҥᜢ߯Ƕࡌҥቫભᔈݙཀǹ(1).നଯቫભж߄ຑϐനಖҞޑǴाݙཀख़ाӢનϐ໔ۓՉቫભ ᎅਁྍǵම)܄ၸӭǴаѸխቹៜቫભϐठەӢનᏃໆӧӕቫભǶ(3).ቫભϣӢનόޑ࣬՟܄Ƕ(2).ख़ा ୯Ǵ1989)Ƕ ाન໔ԋঁٿाનӧаቫભࢌाનࣁຑ୷ྗΠǴ௦ҔӜҞЁࡋՉޑঁቫભीᆶፓǺڔΟ)ǵୢ) ࣬ჹख़ाำࡋǴϩࣁΐঁભǴҗȨӕख़ाȩԿȨ๊ჹख़ाȩ(ӵ߄3-1)ǴϩձޑჹКၨǶӜҞЁࡋ٩όӕ ،܈ޣᇥܴǴᡣ،ٯጄޑୢᚒǴ٠ߕа၁ಒޑԋჹКၨѸమཱ௶ॊڔКख़ຑКǴୢޑ๏ϒຑவ1Կ9 ဂᡏޑԋ༤ቪǶ ߄3-1 AHPຑЁࡋཀကϷᇥܴ က ᇥܴۓ ຑЁࡋ ଅࡋޑԖӕڀКၨБਢٿ ӕख़ 1 3 ัख़ा ᡍᆶղᘐั༾ӛࢌБਢ 5 ሥख़ ᡍᆶղᘐமਗ਼ӛࢌБਢ 7 ཱུख़ा ჴሞᡉҢߚதமਗ਼഻ӳࢌБਢ ჹ഻ӳࢌБਢ๊ۓᏵޭىჹख़ा Ԗ๊ 9 ॶਔǶ૱שύ໔ॶ ሡाޑ2ǵ4ǵ6ǵ8 ࣬ᎃЁࡋ
(ၗٰྍǺSaaty (1980
(Ѥ)ǵࡌҥԋჹКၨંତǺଷԖnঁाનਔǴ߾ሡՉn(n-1)/2ঁԋჹКၨǶஒnঁाનКၨϐ่݀Ǵܭԋჹ ࣬فኧॶǴࣁΟޑϩفКၨǴࡺ֡ࣁ1ȑǴԶΠΟޑيጕࣁाનԾفϩȐЬჹفΟޑКၨંତA ჹՏኧॶޑॹኧǴջaji = 1/aijǶંତӵΠკ܌ҢǺ ԋჹКၨંତAǴӵ(1)Ԅ w w w a a ⋯a ⋯ ⎡ w w w ⎤ a a ⋯a w w w = =⎢ ⋯ ⎥ (1) A ⋮⋮⋯⋮ w w w ⎢ w ⎥ a a ⋯a ⋮⋯⋯ ⎣ w ⎦
ख़ޑύa w w Ӛࣁྗ߾iᆶjځ Ǵ Ǵ Ǵӵ(2)Ԅᆶ(3)ԄǺ܄ॹኧڀ߾ԋჹКၨંତ A ࣁ҅ॹॶંତǴ಄ӝંତύӚाનࣁ҅ኧǴЪྗ a = 1 (2) a a a = (3) a
нт (ϖ)ǵीᆉቻӛໆϷቻॶǺ ஒྗ߾ԋჹКၨંତA४Ӛྗ߾ख़܌ԋϐӛໆw Ǻ
t w =(w Ǵw ,⋯,w ) (4) ёள(5)Ԅᆶ(6)ԄǺ w w w ⋯ w ⎡ w w w ⎤ w w w w Aw =⎢ ⋯ ⎥ (5) w w w ⋮ ⎢ w ⎥ ⋮⋯⋯ w ⎣ w ⎦
w w Aw =n ⋮ (6) w
ҭջ(A-nI)w =0 (7) w ৡ౦ǴࡺAw ɨnw ߡޑॶǴѸԖࢌำࡋ ޑຑКǴᆶჴޑ๏ϒ܌ՉԋჹКၨਔЬᢀղᘐޣӢࣁa ࣁ، w
жnǶڗคݤԋҥǴӢԜǴSaatyࡌаAંତύനεቻॶλ ٰ
ҭջ A=λ w (8)
(A-λ I)w =0 (9) ளϐനεቻӛໆǴջࣁӚྗ߾ϐख़ǶԶനεቻॶϐ܌ᆉрٰǴݤǴҗ(9)ԄനεቻॶϐޑତAં ளၨᆒዴϐ่݀ǶྗϯБԄ(10)ԄёޑύΞаՉӛໆѳ֡ॶځǴڗᆉǴSaatyගрѤᅿ߈՟ݤ n 1 aij w i, j 1,2, ,n (10) i ¦ n n j ¦aij i 1 (Ϥ)ǵीᆉӚቫભठ܄ࡰǺ К(consistency ratio,CR)Ǵ܄ǴҭջीᆉӚቫભठۓᔠ܄ǴѸӆ൩ቻӛໆՉठ܄ӝޑϣڔୢۓࣁዴ Ǵڙ0.1БૈௗܭКॶѸλ܄ǴᇡࣁठـཀޑSaaty К(consistency ratio hierarchy,CRH)Ƕ٩܄ቫભठک ց߾ջ߄ҢቫભޑाનᜢೱԖୢᚒǴѸख़ཥՉ܌ԖӢનᆶᜢೱޑϩǶ ठ܄ࡰȐconsistency index, C.I.ȑC.I. (λmax − n) ⁄ (n − 1) ठ܄КȐconsistency ratio,C.R.ȑC.R=CI ⁄ RI ܄ठޑౢғ܌ॹॶંତǴӧόӕ໘ኧΠǴ҅ޑౢғ܌ࡰȐrandom indexǹR.I.ȑҗຑЁࡋ1Կ9܄ύᒿᐒځ ࡰॶǴόӕ໘ኧΠޑᒿᐒࡰӵ߄3-1-2Ƕ ࣬ჹᒿᐒࡰ R.I.ॶځ߄ 3-2 AHP ύӚ໘ቫКၨҞኧ n Ϸ
໘ኧ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
R.I. 0 0 0.58 0.9 1.12 1.24 1.32 1.41 1.45 1.49 1.51 1.48 1.56 1.57 1.58
ၗٰྍǺSaatyȐ1980ȑ ᄬय़ᆶྗ߾ຑᒧزࣴ 3.4
ϐຑᄬय़ᆶزԋ݀Ǵ٠٩Ᏽ࣬ᜢЎ߃ᔕҁࣴزၸЎϩݤǴཛྷ୯ϣѦ࣬ᜢբϷࣴ߃زҁࣴ ǴଛӝౢङඳǴୖଜ࣬ᜢЎගраΠᢀᗺǺڗࡰᒧزࡰǶҁࣴ ԵໆǴӢԜȨሽᝡݾΚȩࢂঁޑௗޔୢᚒǴԋҁࢂനޑߎࢬЪߏයय़ᖏեሽᝡޑаᔼπำᚳε ǴޑߙڙБਢ࣬ߞΨࢂࡐ୍ܺޑӭϡϯٮᔈऩૈගٮၗߎᕉნΠǴޑࡰǶԶӧҞޑ२ӃѸӈΕԵໆ ӢԜගрȨӃચࡕວȩǵȨચၛሺᏔȩǵȨෳໆѦх୍ܺȩࡰǶ ࢂΜϩሡޑӧىϣࢂցૈᅈ୍ܺޑٮᔈගٮܭୢᚒǴჹޑᘐቫᆶԴԃϯೌמவΓΚ่ᄬय़ٰ࣮Ǵ ΓૈΚȩࡰೌמΓΨᡉள࣬ჹ٩ᒘǶӢԜගрΑȨޑᔈٮࡋٰ࣮ǴჹفޑᘐቫೌמǴ൩ޑख़ा ой Ƕ ᚈӛϕྎޑБԄǴ۳۳ࢂၸᆛઠǴૈցջਔϕޑၗૻڗΟঁၗྍࢬٰϩǴӧΓᕇޑᔈख़ाٮ ೯ޑᆅၰǴхࡴΑጕᘤំǵཛྷ൨ǵᒡǵбීǵቶՉᎍǵႝηߞҹҬࢬϷጕ࠼ܺፕǴаϷᆛઠຑሽ ջਔϕޑ໘ࢤᡉளΜϩख़ाǶӢԜගрȨᚈគޑၗૻڗߞҺགӧᕇޑёࡋᆶᆛઠޑၗૻܭ߄Ǵჹޑس ୍ܺȩǵȨᆛઠߞ៉ȩࣁຑᒧࡰǶ ᔈٮܭၗౢሽॶჹۓڰຑሽǴᆶᙍπΓኧǴғౢૈΚǴޑᔈၸѐӧࣚٮᔈᒧ໘ࢤਔǴٮԶΕ ᔈೕኳȩǵȨ୍ܺࠔ፦ȩΟঁࡰǶٮቹៜǴࡺගрȨࣚᖂ៉ȩǵȨޑߞҺགૈԖᡉޑ ךғᄊǴѳՉᒡΕࠔεໆрӧޑߡճӕਔΨౢғΑόӕޑٰ܌วǴႝη୍๏Γޑᒿᆛၡ ߥᆶೀБԄޑᆢঅǵࠔ፦ޑଯൂሽǴЪ٬Ҕԃज़ຬၸϖԃаǴࡕុܭғࢲύǴԶβЕෳໆሺᏔឦޑॺ ΨࢂΜϩख़ाǴӢԜගрȨж/ᎍȩࡰǶ යΨԋΑӚৎڬᓬ༈ёૈόൺӸӧǴԶҬޑৡ౦ǴаӧӦቷޑጲࠁวǴᕭλΑӦՏޑࢬނ ࡰǴӢԜගрȨӦՏȩǵȨҬຼයȩǶޑᝡݾޣ ΚǵΓᇡΨࢂ࣬ૈೌמǵسࠔ፦ޑᔈٮගϲǴޑՉǴᆶࠔ፦ཀޑࡋڋќᒿᇡ ჹख़ाǴӢԜගрȨTAFᇡȩຑᒧࡰǶ ᔈૈΚȩǵٮѤεᄬय़ǴϩձࣁȨޑख़ຎ܌ᔈਔٮᆕӝॊǴᘜયϷ༼рᔼࡌπำᒧβЕෳໆሺᏔ ຑྗ߾Ƕޑឦϐख़ाᑽໆӢન܌ᔈߞҺགȩǵȨᆛઠᆕӝຑሽȩǵȨӭϡϯ୍ܺȩǴаϷӚᄬय़ٮȨ
ᆶϩ่݀زࣴ.4 ࢎᄬزࣴ 4.1
ቫϷࢎᄬ(კ4-1)Ǵ٠аԜࢎޑ٩ᏵЎᆶ่ӝౢჴ୍Ǵ༼рϖঁᄬय़ϷΒΜຑྗ߾زҁࣴ ౢࠔϐೕჄୃӳϐᑽໆ٩ᏵǶ܊ᄬբࣁࡕុՉεኴΒ ᔈϐຑᒧࡰࢎᄬკٮᒧβЕෳໆሺᏔޣკ4-1 ᔼࡌπำ
ᕴ Ҟ ᔈϐᜢᗖӢનٮᒧβЕෳໆሺᏔޣ ᔼࡌπำ
ᔈߞ ӭϡϯܺٮ ᔈ ᆛઠᆕӝٮ ᄬ य़ ૈΚ ຑሽ Һག ୍
ᚈ מ គ ̐ ೌ ෳ ˽ ٮ ж ޑ ሽ ܺ Ӧ Ҭ Γ ᆛ Ӄ ચ ໆ ջ 00 ᔈ ̂ ྗ ୍ ઠ ࣚ ચ ၛ ߾ ᝡ ਔ ࠔ Տ ຼ ߞ ᖂ ࡕ ሺ ୍ ݾ ϕ ᎍ ೕ ፦ ය ៉ ៉ ວ Ꮤ Ѧ Κ ኳ ᇡ ૈ х ܺ Κ ୍
ၗٰྍڔAHP ୢ 4.2
җLINEଌ٠܈Ьाҗᒃೖ٠ᇥܴܫวڔǴԜԛAHPୢڔୢܫҽǴଞჹҘભᔼৎৎวڔAHPୢ ǴᏤठค܄ӝڀղᘐࡕόЪόޑКၨٿٿଞჹӢનޣ༤เڔ༤ቪǴаᗉխAHPୢڔ٬Ҕႝ၉ᇟॣᇥܴୢ ڔр15ҽǴӣԏኧໆΨࢂ15ҽୢܫቚуǶӅวڔਏୢ
ок ୷ҁၗीޣڔ߄4-1 AHPୢ
༤เޣၗэК Ҟ Γኧ % %66.7 10 ت ܄ձ ζ 5 33.3% 5 ԃ~10 ԃ 5 33.3% πբԃၗ 11 ԃ-20 ԃ 3 20% 20 ԃа 7 46.7%
4.3 ᔈҔ AHP Չख़ϩ
ᔈϐᜢᗖӢનϐຑϷϩीᆉǶٮᒧβЕෳໆሺᏔޣPower ChoiceՉᔼࡌπำڀа،πزҁࣴ ीڀКၨǴճҔ،ϩπٿٿᆄৎՉ๏ᆶሡٮϐᑽໆϩϩࣁϖঁᄬय़ǵΜѤྗ߾Ǵϩձҗزҁࣴ ीᆉ่݀ӵΠǺځǴा܄಄ӝठ่݀ځᆉࡕǴC.R.ॶ֡ɩ0.1Ǵ߄Ңᡍ 4.3.1 ಃቫભᄬय़ᑽໆϩǺ
ख़ځᔈϐᜢᗖӢનȩҞቫΠϐᑽໆᄬय़ǴٮᒧβЕෳໆሺᏔޣȨᔼࡌπำزǴҁࣴޕ߄4-2ள ᔈૈΚȩ(0.337) >Ȩӭϡϯ୍ܺȩ(0.161) >Ȩᆛઠᆕӝຑሽȩ(0.115)ǶٮᔈߞҺགȩ(0.387) >Ȩٮ٩ׇࣁȨ ǶǶा܄0.1Ǵ಄ӝठܭࣣλޣٿC.I.=0.00203ǴC.R.=0.000225Ǵ܄ҁᄬय़ቫϐठ ௨ׇ܄ᔈᄬय़ख़Ϸख़ाٮᒧβЕෳໆሺᏔޣ߄ 4-2 ᔼࡌπำ ௨ׇ܄ԛ ቹៜᄬय़ ᡏख़ ख़ा
ᔈૈΚ 0.337 2ٮ 1 2 ᆛઠᆕӝຑሽ 0.115 4 ᔈߞҺག 0.387 1ٮ 3 4 ӭϡϯ୍ܺ 0.161 3 = 4.000609 . = 0.000203 . = 0.000225
4.3.2 ಃΒቫભྗ߾ᑽໆϩǺ
ᔈߞҺགȩᄬय़ຑྗ߾ٮȨ .1 ख़٩ׇࣁȨTAFᇡȩ(0.358) >ȨځᔈߞҺགȩᄬय़ቫΠϐຑྗ߾ǴٮǴӧȨޕҗ߄4-3ёள ೖৎᇡࣁȨTAFᇡڙᔈೕኳȩ(0.122)Ƕϩ่݀ᡉҢǺٮࣚᖂ៉ȩ(0.303) >Ȩжᎍȩ(0.217) >Ȩ ຑྗ߾Ƕҁቫԛᄬय़ቫϐޑᔈೕኳȩ߾ࢂനόख़ाٮຑྗ߾ǴȨޑᔈߞҺགȩᄬय़Πനख़ाٮȩࢂȨ Ƕा܄0.1Ǵ಄ӝठܭࣣλޣٿC.I.= 0.000156ǴC.R.= 0.000173Ǵ܄ठ ௨ׇ܄ᔈߞҺགᄬय़ຑྗ߾ख़Ϸख़ाٮ ߄ 4-3 ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 жᎍ 0.217 3 2 ࣚᖂ៉ 0.303 2 ᔈೕኳ 0.122 4ٮ 3 4 TAF ᇡ 0.358 1 = 4.000468 . = 0.000156 . = 0.000173
زၗٰྍǺҁࣴ
ол ᔈૈΚȩᄬय़ຑྗ߾ٮȨ .2 < (ΓૈΚȩ(0.404ೌמख़٩ׇࣁȨځᔈૈΚȩᄬय़ቫΠϐຑྗ߾ǴٮǴӧȨޕҗ߄4-4ёள ΓೌמೖৎᇡࣁȨڙȨ୍ܺࠔ፦ȩ(0.328) >ȨҬຼයȩ(0.162) >ȨӦՏȩ(0.106)Ƕϩ่݀ᡉҢǺ ຑྗ߾Ƕҁቫԛᄬय़ቫϐޑຑྗ߾ǴȨӦՏȩ߾ࢂനόख़ाޑᔈૈΚȩᄬय़Πനख़ाٮૈΚȩࢂȨ Ƕा܄0.1Ǵ಄ӝठܭࣣλޣٿC.I.=0.00339ǴC.R.=0.003767Ǵ܄ठ ௨ׇ܄ᔈૈΚᄬय़ຑྗ߾ख़Ϸख़ाٮ ߄ 4-4 ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ୍ܺࠔ፦ 0.328 2 2 ӦՏ 0.106 4 3 Ҭຼය 0.162 3 ΓૈΚ 0.404 1ೌמ 4 = 4.010171 . = 0.00339 . = 0.003767
زၗٰྍǺҁࣴ 3. Ȩᆛઠᆕӝຑሽȩᄬय़ຑྗ߾ ख़٩ׇࣁȨሽᝡݾΚȩ(0.399) >ȨᚈគځǴӧȨᆛઠᆕӝຑሽȩᄬय़ቫΠϐຑྗ߾Ǵޕҗ߄4-5ёள ೖৎᇡࣁȨሽᝡݾΚȩࢂȨᆛઠᆕڙջਔϕ୍ܺȩ(0.435) >! Ȩᆛઠߞ៉ȩ(0.166)Ƕϩ่݀ᡉҢǺޑ ӝຑሽȩᄬय़Πനख़ाޑຑྗ߾ǴȨᆛઠߞ៉ȩ߾ࢂനόख़ाޑຑྗ߾Ƕҁቫԛᄬय़ቫϐठ܄C.I.=0.0013Ǵ Ƕा܄0.1Ǵ಄ӝठܭࣣλޣٿC.R.=0.00223Ǵ ௨ׇ܄߄ 4-5 ᆛઠᆕӝຑሽᄬय़ຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा
ሽᝡݾΚ 0.399 2 1 2 ᚈគޑջਔϕ୍ܺ 0.435 1 3 ᆛઠߞ៉ 0.166 3 = 3.00259 . = 0.0013 . = 0.00223
زၗٰྍǺҁࣴ 4 Ȩӭϡϯ୍ܺȩᄬय़ຑྗ߾ ख़٩ׇࣁȨෳໆ୍Ѧхȩ(0.387) >ȨચၛځǴӧȨӭϡϯ୍ܺȩᄬय़ቫΠϐຑྗ߾Ǵޕҗ߄4-6ёள ೖৎᇡࣁȨෳໆ୍ѦхȩࢂȨӭϡϯ୍ܺȩᄬय़ΠڙሺᏔȩ(0.336) >ȨӃચࡕວȩ(0.277)Ƕϩ่݀ᡉҢǺ നख़ाޑຑྗ߾ǴȨӃચࡕວȩ߾ࢂനόख़ाޑຑྗ߾Ƕҁቫԛᄬय़ቫϐठ܄C.I.=0.00033ǴC.R.=0.00056Ǵ Ƕा܄0.1Ǵ಄ӝठܭࣣλޣٿ ௨ׇ܄߄ 4-6 ӭϡϯ୍ܺᄬय़ຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 Ӄચࡕວ 0.277 3 2 ચၛሺᏔ 0.336 2 3 ෳໆ୍Ѧх 0.387 1 = 3.000654 . = 0.00033 . = 0.00056
زၗٰྍǺҁࣴ
ом 5 ᡏख़่݀ϩ ਥᏵ߄4-7ύຑྗ߾ᡏख़ϩϐ่݀ᡉҢǴӧΜѤຑྗ߾ύǴৎᇡࣁᔼࡌπำޣᒧβЕ ΓૈΚȩǵȨࣚᖂ៉ȩǵȨܺೌמᔈਔǴനᔈԵໆϐϖӢન٩ׇࣁǺȨTAFᇡȩǵȨٮෳໆሺᏔ ࡕϖޑၨե܄ᔈߞҺགȩᄬय़ǶќѦǴৎᇡࣁख़ाٮύӧȨޑനଯٯύКځࠔ፦ȩǵȨжᎍȩǴ୍ ᔈೕኳȩǵȨሽᝡݾΚȩǵȨӃચࡕວȩǵȨӦՏȩǵȨᆛઠߞ៉ȩǶٮӢનϩձࣁǺȨ ௨ׇ܄ᔈϐຑྗ߾ख़Ϸख़ाٮᒧβЕෳໆሺᏔޣ߄ 4-7 ᔼࡌπำ ௨ׇ܄ԛ ᄬय़ ຑྗ߾ ᡏख़ ख़ा 1 жᎍ 0.084 5 ᔈߞҺག ࣚᖂ៉ 0.117 3ٮ 2 ᔈೕኳ 0.047 10ٮ 0.337 3 4 TAF ᇡ 0.139 1 5 ୍ܺࠔ፦ 0.111 4 ᔈૈΚ ӦՏ 0.036 13ٮ 6 7 0.387 Ҭຼය 0.055 7 ΓૈΚ 0.136 2ೌמ 8 9 Ӄચࡕວ 0.045 12 ӭϡϯ୍ܺ 10 ચၛሺᏔ 0.054 8 0.161 11 ෳໆ୍Ѧх 0.062 6 ሽᝡݾΚ 0.046 11 12 13 ᆛઠᆕӝຑሽ ᚈគޑջਔϕ୍ܺ 0.050 9 0.115 14 ᆛઠߞ៉ 0.019 14
5.่ፕᆶࡌ 5.1 ่ፕ
ᔈȩख़௨ӜǴ׆ఈૈ๏ٮᒧβЕෳໆሺᏔޣԑӧճҔቫભϩݤǴȨᔼࡌπำزҁࣴ ӣـፕǴΏࢂਥᏵ15 ҽৎཀ่ޑၲԋ܌زᔅշǶҁࣴޑǴᔼᆅᆶၗޣᔈϐᔼٮԖβЕෳໆሺᏔ ख़җεԶλख़ཥ௨ׇǴӵޑᔈϐ14 ख़ाӢનٮᒧβЕෳໆሺᏔޣ㎸ǴճҔቫભϩݤǴஒᔼࡌπำ ᜢᗖǴନΑ୍ܺࠔ፦аѦ߾Ѹख़ӧޑᔈϐᔼٮӕკ10ύǴᢀჸ௨Ӝ5ख़ाӢનǴᡉҢβЕෳໆሺᏔ ᆶߞҺޑࡌҥǶ аΠϩձ൩Ѥঁᄬय़ٰፋ่ፕ ᔈߞҺགȩᄬय़ٮȨ 5.1.1
ॺૈךᕉნΠǴؒԖΓૈൂᐱࢲӧ೭ШࣚǴሡाၟձΓӝբǴၸӝբǴޑଯࡋϩπޗӧϞ ձΓکޑঁୢᚒǴӵՖૈᅰໆޑಖाय़ჹঁ೭ኬۈॺךғࢲाӭளӭǴӢԜޑКঁΓൂѺᐱରޑډள ᅟᔮᏢዛளЬن্Ƕ2001ԃᒍډڙՉࣁԶޑڋॺךڙӳೀǴӕਔᗋૈᗉխձΓрόډӝբǴவύள ၗૻόჹᆀǶܭਥྍٰԾޑǴԶ೭ϪޑፕЎύࡰрΓᆶΓϐ໔ҁٰ൩όӸӧϕߞځGeorge Arthur Akerlof ᔈߞҺགٮύزεБݤࢂಃΟБङਜǴҁࣴޑനεᗶྎǴाନԜᗶྎޑಖࢂߞҺۈҬܰύǴၗૻόჹᆀ ಃΟޑջࢂၸ୯ሞᇡಔᙃڋҞǴԜᐒޑᄬय़ύаTAFᇡനࣁख़ाǴӧᕴᡏ௨Ӝύӈࣁಃख़ा БԄǶޑ॥ᓀЪࢂঁҞҬܰԋҁനեޑБϦٰ҅ၲԋନҬܰύၗૻόჹᆀ วޑќѦεБݤջࢂख़ፄҬܰǴࡨᆛሞᆛၡޑख़ȩǴ೭҅ᗺрΑନၗૻόჹᆀܭԖѡ၉ȨߞҺଆྍ റࡍኳԄԋࣁΑख़ፄറࡍޑύჴǴவԶׯᡂΑҬܰύϦљᆶൂঁᡏޗ၉ᇟӧϞޑΓঁ፥Ǵ܌ ࣚᖂ៉ӧޑၰख़Ǵ൩෧ϿුᜱǶԜᄬय़ύޕԛǴᕴόᜱգΟԛǴΓॺٿၸำǴᜱգԛǴᜱգޑ ᡏ௨ӜύӈܭಃΟǴࣚᖂ៉ջࢂঁϦљޑࠔจሽॶǴΨࢂϦљ҉ុᔼޑᜢᗖӢનǶ
он ሺᏔഢٮቷૈցගܭǴჹޣᔈ/жǴԜӢનᡉҢрᔼࡌπำٮࢂޑҁᄬय़ύᡏ௨Ӝӈಃϖ дቷૈගځࡕុЍජࢂؒԖޑݩǴβЕෳໆሺᏔޑǴਥᏵҞౢޑࡕុЍජࢂΜϩख़ຎޑচቷܭԾٰ Ƕޑඹжٮ ᔈૈΚȩᄬय़ٮȨ 5.1.2
ಃΒᆶಃѤǴբࣁঁౢύޑᡏ௨ӜܭӢનϩձӈٿΓૈΚᆶ୍ܺࠔ፦೭ೌמԜᄬय़ύǴ ޑፕ܌ຑᒧ่݀Ψ಄ӝय़ޑਥҁӢનѦǴ೭ኬޑᔈǴૈΚନΑᡉҢрࢂԜՉٮሺᏔౢࠔޑࡋଯ Ƕىቫय़ٰံޑᔈٮΓΚၗྍᘐቫǴԖࡐεำࡋሡाҗޑय़ᖏ܌ޣҞᔼࡌπำ ᆶ៝࠼ᅈځࡰр֡زࣴޑදШሽॶǴЪፏӭޑԖΓख़ຎ܌ਥҁǴࢂޑԖ୍ܺ܌ࠔ፦Ǵ߾ࢂόϩՉ୍ܺ ᜢᗖҞǶޑલ܈ύόёځ࣬ᜢǴࢂঁҾाౢғ०፺ਏᔈǴ҅ޑཀࡋᆶ៝࠼۸၈ࡋևଯࡋ 5.1.3 Ȩӭϡϯ୍ܺȩᄬय़
ᡏ௨ܭǴவԜᄬय़ύෳໆ୍ѦхࣁᆶሺᏔચၛՏޑۓ،܌ৎҾᜐࣚࢂҗҬܰԋҁᆶᆅԋҁۓ، ΓٰՉޑදၹᇡࣁᖼວሺᏔᆶငႿޣ࣮Ǵᔼࡌπำٰ่݀ޑಃ6ᆶಃ8ǴӃચࡕວ୍ܺ߾ࣁಃ12ޑӜ தᄊǴ൩ჴ୍ޑޣǴӢԜෳໆ୍ѦхᅌԋࣁᔼࡌπำޑҬܰԋҁܭᆅԋҁࢂεځǴෳໆሡޑπำύ ޑᎦԋૈӧᙍᐱҥբሡा࣬ߏډᘐቫǴΓவޑΓΚၗྍܭᇡࣁࡐεำࡋٰԾޣٰ࣮Ǵ ӧޣǴ൩ඤϦљπբΑǴΓࢬࡐଯǴ೭ࢂҞᔼࡌπำ״่ޑਔ໔ǴЪΓததᒿঁπำਢ ᔼᆅޑภᗺǶ Ӄચࡕວޑ୍ܺ௨Ӝᡏޑಃ12ӜǴёаޕᖼβЕෳໆሺᏔޑၗߎԋҁӧᔼࡌޣޑπำਢύឦܭ ЍрҞǶޑၨեٯК 5.1.4 Ȩᆛઠᆕӝຑሽȩᄬय़
่݀ޑಃ9ǵ11ǵ14Ƕ೭ኬܭᡏ௨ӜՏܭջਔϕ୍ܺǵሽᝡݾΚǵᆛઠߞ៉ǴϩձޑԜᄬय़ύᚈគ ག௵ޑሽܭǴԶჹޑࢂၨࣁख़ຎ୍ܺޑᆶϕڗᕇޑၗૻܭύǴჹ୍ܺޑӧ٬ҔᆛઠޣᡉҢрǴᔼࡌπำ ࢂӧᔼࡌπำౢ܈ᖂ៉ຑሽ߾όࣗख़ຎǴ೭ޑᆛઠܭᏤӛѱǶჹޑჲэܭឦځࡋ٠όଯǴᡉр ᖂ៉ǶޑࣚܭࡌҥǴӭٰԾޑύǴҞӧߞҺག 5.2 ᆅཀ఼
ޑϩǴගрΠӈᔼᆅ่݀زᔈϐᜢᗖӢનǴਥᏵჴࣴٮᒧβෳໆሺᏔޣᔼࡌπำزҁࣴ ࡌǺ ҞۘԖӭҞӧѠۘ҂યΕᇡύǴЪҞӚεܭᜢᗖӢનǴԖ᠘ޑTAFᇡࣁനख़ा .1 ࡌҥࣚྗ٠ޑԋߏౣǴᑈཱུڗӧᔼౣǴё௦ޣҞǴࡌᔼޑTAFᇡᅌԋࣁѸाܭπำჹ ᝡݾᓬ༈Ƕޑளଯѱ՞ၲԋ๊ჹڗӃ០ǴޑளTAFᇡǴԋࣁࣚڗ 2. ӧᔼࡌπำޣΓΚၗྍᘐቫޑ೭Бय़ǴࡌᔼᆅޣǴჹϣុமϯΓޑҁ፦ᏢૈǴჹѦ߾ёа ᆅԋҁǴޑޣᔼࡌπำډৡຯǶӕਔԵໆޑჴ୍૽ፐำ୍ٰܺᕭλᏢਠᆶჴ୍ޑϯسຑࡌҥ ޑᚈគډภᗺǴၲځ،ှޣᓬ༈Ǵё໒วӚᅿෳໆѦх୍ǴᔅշᔼࡌπำޑԖΓωڀيᔈҁٮаϷ ҞޑǶ 3. ԜՉឦܭჲ՞ޑѱǴЪᔼࡌπำޣჹܭሽ௵གࡋၨեǴуΕԜѱޑߐᘖ߾ࢂԋࣁж܈ޣ ᎍǴޣ܈ளԋࣁжڗᔈᅰёૈӦޣБԄǴᔼᆅޑᎍǴԵໆՉ୯ሞεቷจҞӧѠ ൔൺǴനಖஒѱӛआੇǶޑӝբǴᗉխΕሽᏯǴӢԶᎁठӕߺሽᝡݾύ൨سᡏܭ٠
ୖԵЎ ᅺγፕЎǴѠчѱǶ܌زǶ୯ҥᆵεᏢၗૻᆅᏢࣴزӳຑՉࣁϐࣴޣЦηባȐ2018ȑǶᆛᖼѳѠ .1 ᅺ܌زǶ୯ҥύᑫεᏢკਜၗૻᏢࣴزࣴ܄ࡋϐёՉڋЦ൫Ȑ2015ȑǶᆵჴࡼጓҞΓૈΚᇡ .2 γፕЎǴѠύѱǶ
оо ߈ъԃπำᜪനե،ߎᚐᆶۭሽКϷႣᆉКϐीၗǶᔠٮ(2019)ǶගہՉࡹଣϦӅπำ .3 Ծ https://www.pcc.gov.tw/News_Content.aspx?n=E7BDAFCB081133B5&sms=53E09032BF601A56&s=D1CE78 B99DA90251 (Oct. 3, 2019) ܌زǶ୯ҥࡹݯεᏢҾᆅࣴٯࣁނֆܹܰȐ2019ȑǶа 4C ࢎᄬϩႝη୍ϐՉᎍౣǺаጺҜᖼ .4 (MBAᏢՏᏢำ)ᅺγፕЎǴѠчѱǶ 5. ֈЎ◔Ȑ2017ȑǶޗဂՉᎍჹB2CᆛᖼѳѠࠔจޑቹៜǶ୯ҥԋфεᏢᔼᆅᅺγᏢՏᏢำ(AMBA) ᅺγፕЎǴѠࠄѱǶ ᅺγፕЎǴଯѱǶسǶ୯ҥύξεᏢҾᆅᏢزۗᑉȐ1999ȑǶጕᎍ୧ԵໆӢનϐࣴ .6 ǶԢεᏢύ୯εഌࣴٯ(2019)ǶಃΟБЍбӵՖߦύ୯ႝη୍ว—аЍбᝊᆶߓٚЃЃࣁە .7 ᅺγᏢՏፕЎǶ܌ز Ƕ୯ҥύѧεᏢᔼࡌᆅࣴٯаࡌᑐπำࣁ-زπᅿલπୢᚒϐࣴೌמߞ⪱Ȑ2014ȑǶѠᔼࡌ݅ .8 ᅺγፕЎǴਲ༜ᑜǶ܌ز Ƕ୯ҥࡹݯεᏢᔼᆅᅺγٯౣᄽ:аѠሺᏔიࣁޑᑣȐ2008ȑǶύ୯ෳໆሺᏔౢB2BՉᎍ݅ .9 Ꮲำ(EMBA)ᅺγፕЎǴѠчѱǶ Ƕ୯ҥԋфεᏢ୯ሞҾزቹៜϐࣴޑೕᗉЎϯۓߞҺӢηᆶόዴޑȐ2019ȑǶB2B2Cႝη୍ѳѠ௵ߋ٫ .10 ᅺγፕЎǴѠࠄѱǶ܌زࣴ Ƕ୯ҥԋфεᏢ୯ሞҾزቹៜϐࣴޑೕᗉЎϯۓߞҺӢηᆶόዴޑȐ2019ȑǶB2B2Cႝη୍ѳѠ௵ߋ٫ .11 ᅺγፕЎǴѠࠄѱǶ܌زࣴ ǶڔǶౢፕᏝಃΒز৪ക(2000)ǶѠሺᏔౢวϐౣࣴ .12 ᅺγسቹៜǺѠϐჴǶԢεᏢीᏢޑǵᕉნᇡᆶᕉნᆅჹҾሽॶܫৎৱȐ2017ȑǶᅹ௨ .13 ᅺγፕЎǴཥчѱǶ Ƕ୯ҥԋфεᏢଯ໘ᆅᅺٯቹៜ-аᐨࣁޑಏ⊭Ȑ2019ȑǶ१Ӽӄᇡǵೱᙹࠔจჹᖼວཀᜫ .14 γӧᙍ(EMBA)ᅺγፕЎǴѠࠄѱǶ Ƕ୯ҥύᑫεᏢҾᆅࣴزᆵሺᏔౢϐჴࣴ-زϯᔼౣϐࣴفύࠄȐ1996ȑǶύλҾӭ .15 ᅺγፕЎǴѠύѱǶ܌ز 16. ഋՙᏣ(2010). ፋπำීޑԌ੮ᆶܢᎍ. ᔼࡌޕૻ, (333), 68-72.Ƕ ౢኞᄤวᏢࣴނȐ2018ȑǶᆵB2Cႝη୍ՉᎍӢનჹᔼၮᕮਏϐቹៜǶ୯ҥᆵεᏢғەෞ .17 ᅺγፕЎǴѠчѱǶ܌ز ǶύচεᏢҾᆅٯϦљࣁמᔈຑᒧϐᜢᗖӢનɡаࢌଯࣽٮࠄᓪȐ2019ȑǶቹៜႜӑ߄ᐒౢູ .18 ᅺγፕЎǴਲ༜ᑜǶ܌زࣴ سᇡჹമπ଼நᔠᇡёᙴᕍᐒᄬϐࠔ፦ቹៜǶଯᙴᏢεᏢϦӅፁғᏢ܄БሑȐ2018ȑǶ೯ၸ୯ሞླྀ .19 ᙍӼӄፁғᅺγᅺγፕЎǴଯѱǶ ᅺγӧᙍᅺسǶ୯ҥࡹݯεᏢӦࡹᏢٯ൛Ȑ2019ȑǶᆘᇡჹᒤϦεኴચߎϐቹៜ–аѠчѱࣁླྀ .20 γፕЎǴѠчѱǶ 21. ᔮљ(1997)Ƕႝη୍เ࠼ୢǶѠчǺᔮрހǶ Ƕ୯ҥύ҅εᏢٯቹៜ-аѠѱᘕϦљࣁޑ୍ᕮਏځယӵػȐ2015ȑǶҾ೯ၸISO14001ᇡჹ .22 ᅺγፕЎǴကᑜǶ܌زࣴמीᆶၗૻࣽ ፂᔐǶᆵৣጄεᏢଯ໘ΓҾᆅᅺγӧᙍޑယન(2019)ǶࠔѳՉᒡΕჹ୯ϣӝݤж .23 (EMBA) ᏢՏፕЎ, 1-74. Ƕ୯ҥύѧεᏢᔼࡌᆅࣴٯаࡌᑐπำࣁ-زπᅿલπୢᚒϐࣴೌמߞ⪱Ȑ2014ȑǶѠᔼࡌ݅ .24 ᅺγፕЎǴਲ༜ᑜǶ܌ز оп ෳ၂НྗϷޑᑣǵඵউᆶጰۢ(2016)ǶаૈΚ၂ᡍѠ१ࠔჴᡍ࠻ჹ१ࠔፁғࡰۏ၏ .25 ISO17025 ᇡਏǶᔠᡍϷࠔߥᚇᇞ, 5(2), 66-72.Ƕ Ƕ୯ҥύᑫεᏢଯ໘Γᅺγӧᙍᅺγፕز၏मѶȐ2018ȑǶᔼࡼπΓอલᆶԴϯჹϐࣴ .26 ЎǴѠύѱǶ ӈǶᔠԾhttps://mic.iii.org.tw/news.aspx?id=516 (Oct. 3, 2019)ǶسǶᆛᖼፓ(2019)܌زၗౢൔࣴ .27 ǶύᑫεᏢଯٯаAϦљࣁ-زᔈౣϐख़ाᜢᗖӢηࣴٮᄃ௵ճ(2019)ǶѠૐϼౢวඵችπቷᆶ .28 ໘ΓᅺγӧᙍᏢՏፕЎǴਲ༜ᑜǶ ၗૻǶڻǴѠчǺ(ހǵֆᔾሎᆶЦᏣǴ2015Ǵႝη୍ᆶᆛၡՉᎍ(߃מᄪࣽ .29 PZBᢀޑঅ҅ࡕ-زቅݚ၃(2019)Ƕ୍ܺࠔ፦ǵѳѠຝǵ៝࠼ᅈཀჹѠႝη୍ѳѠ៝࠼۸၈ቹៜϐࣴ .30 ᅺγᏢՏፕЎǶسᗺǶԢεᏢ୯ሞҾᏢ ᅺγፕЎǴѠч܌زεᏢβЕᆶٛؠࣴמǶ୯ҥᆵчࣽزቅׁࠧȐ2010ȑǶᔼᔼᕉნภधࡰኧϐࣴ .31 ѱǶ ᅺγ܌ز፤ᖻֽፕϩಃΒሽᝡϐਏᆶჴǶ୯ҥᆵεᏢβЕπำᏢࣴܡᑣȐ2013ȑǶаےጰ .32 ፕЎǴѠчѱǶ ǶကӺεᏢᆅᅺറγᅺγፕЎǴଯѱǶزጰܿૈȐ2019ȑǶᔼલπӢનϷ҂ٰׯ๓ౣϐࣴ .33 Ƕ୯ҥύᑫεᏢଯ໘ΓᅺγӧᙍٯᔈᒧᜢᗖӢનϐ-аરౢࣁٮᎄܴؼȐ2016ȑǶ .34 ᅺγፕЎǴѠύѱǶ ᙁᅼ(2008)Ƕ،ϩᆶᆅǶѠчǴᚈယਜ൴Ƕ .35 Ƕ୯ҥԋфεᏢଯ໘ٯᚑࣿጪȐ2015ȑǶՉISO 9001ჹҾᔼᕮਏϐቹៜϩɡаౢAϦљࣁ .36 ᆅᅺγӧᙍ(EMBA)ᅺγፕЎǴѠࠄѱǶ ǴѠύǺྙੇਜֽǶ(ހ㕙⊭ᆶഋᴦҺǴ2014Ǵႝη୍(Β .37 मЎЎǺ 1. Bowersox, D. J., ȿ Daugherty, P. J. Ȑ1987ȑ. Emerging patterns of logistical organization. Journal of Business Logistics, 8Ȑ1ȑ, 46. 2. Chen, F., Drezner, Z., Ryan, J. K., & Simchi-Levi, D. (2000). Quantifying the bullwhip effect in a simple supply chain: The impact of forecasting, lead times, and information. Management Science, 46(3), 436-443. 3. Cheung, C.M.K., Chan, G. W. W. and Limayem, M. 2005, Acritical Review of Online Consumer behavior: Empirical Research, Journal of Electronic Commerce in Organiaztions, 3(4): 1-19. 4. Chisholm, M. E., ȿ Ely, D. P. Ȑ1976ȑ. Media Personnel in Education; a Competency Approach. 5. Christopher, M. Ȑ1999ȑ. Logistics and Supply Chain Management: Strategies for ReducingCost and Improving Service Financial Times: Pitman Publishing. London, 1998 ISBN 0 273 63049 0 Ȑhardbackȑ294+ 1× pp: Taylor ȿ Francis. 6. Dickson, G. W. Ȑ1996ȑ. An analysis of vendor selection systems and decisions. 7. Ellram, L. M. Ȑ1995ȑ. A managerial guideline for the development and implementation of purchasing partnerships. Journal of supply chain management, 31Ȑ1ȑ, 9-16. 8. Jarvis, P. Ȑ1983ȑ. Professional education: Routledge. 9. Kalakota,R & Whinston,A.B. 1996. Forntiers of Electronic commerce, New York: Addison-Wesley Publishing companyǶ 10. Klein, R., & Rai, A. (2009). Interfirm strategic information flows in logistics supply chain relationships. MIS Quarterly, 735-762. 11. Kulp, S. C., Lee, H. L., & Ofek, E. (2004). Manufacturer benefits from information integration with retail customers. Management Science, 50(4), 431-444. ор 12. Laudon and Traver C.G. 2002. E-ecommerce: Business, technology, society, Boston: Addison-Wesley Publishing company. 13. Maloni, M. J., ȿ Benton, W. Ȑ1997ȑ. Supply chain partnerships: opportunities for operations research. European Journal of Operational Research, 101Ȑ3ȑ, 419-429. 14. McLagan, P. A. Ȑ1989ȑ. Models for HRD practice. Training ȿ development journal, 43Ȑ9ȑ, 49-60. 15. Mentzer, J. T., DeWitt, W., Keebler, J. S., Min, S., Nix, N. W., Smith, C. D., & Zacharia, Z. G. (2001). Defining supply chain management. Journal of Business logistics, 22(2), 1-25. 16. Rayport,J. and Jaworski,B. 2001. E-commerce, New YorkǺMcGrow-Hill/Irwin. 17. Saaty, T. L. (1996a). The analytic network process. Pittsburgh: RWS Publications. 18. Saaty, T. L. and Özdemir, M. S. (2005). The Encyclion: A Dictionary of Decisions with Dependence and Feedback based on the Analytic Network Process:RWS Publications, USA. 19. Stevens, G. C. Ȑ1989ȑ. Integrating the supply chain. International Journal of Physical Distribution ȿ Materials Management, 19Ȑ8ȑ, 3-8. 20. Zsidisin, G. A., ȿ Ellram, L. M. Ȑ2003ȑ. An agency theory investigation of supply risk management. Journal of supply chain management, 39Ȑ2ȑ, 15-27. 21. Zwass,V, 1996. Electronic Commerce: Structures and Issues, International Journal of Electronic Commerce, 1(1): 3-23.
ос ሡ܄ᔈҔ AHP ཥ႟୧ᔕߡճ۫фૈ Using AHP to Explore the Functional Requirements of Virtual Convenience Store in the New Retail Age ԙֻ 1 ୋ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ῑྼ 2 ғزᅺγ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ཥ႟୧ǶȩѠߡճޑǴ҂ٰࢂጕǵጕΠ่ӝۺႝη୍ԋࣁཷޑԖ܌ଭӧ2016ԃගрȨӧ ?фૈޑளख़ाޣAPP္Ǵব٤ࢂޑрޣΨᑈཱུᙯࠠǴ࣬ᝩрᔕߡճ۫ǶԶӧߡճ۫ޣ۫ ?ګᓬӃ௨ׇΞࢂϙሶ ፓǴڔࡰࢎᄬǴ٠Չୢሡ܄ཥ႟୧ᔕߡճ۫фૈޑۓߡճ۫APPфૈǴᔕޑᇆԖزҁࣴ ޑനख़ຎޣޕࡕǴளۓᔠޑ܄ۓᛙک܄࣬ჹख़ϷᓬӃׇǶၸठޑၸϩቫભำׇݤǴीᆉрӚྗ߾ ϖεфޑߎǵ่ਔёӕਔಕᑈᗺኧǵज़ਔߦᎍǵիඤǵᗺБԄǹനόख़ຎܢש٩ׇࣁǺሡ܄ϖфૈ ǵიᖼሽǵ۫ᎎ၌ǶڗϩձࣁǺႣ୧ࠔϩ٦ᙯᜄǵၸඔࠔచዸ၌ᓬඁǵႣ୧ࠔёϩԛሦሡ܄ૈ ᜢᗖຒǺཥ႟୧ǵᔕߡճ۫ǵϩቫભำׇݤǶ Keywords:New Retail, Virtual Convenience Store, Analytic Hierarchy Process(AHP)
1.ᆣፕ ङඳᆶᐒزࣴ 1.1
ૻीǴ2019ԃϖДၲ11,105ৎǴஏזӧჴᡏ۫य़ҽǴѠςࣁШࣚߡճ۫ஏࡋಃΒӜǴਥᏵࢬ೯ ҇ғѸሡࠔǴᇥܴޑӚԄکӭϡϯ୍ܺޑٮ2,148Γ൩Ԗৎೱᙹߡճ۫ǹೱᙹߡճ۫ගࠄᗬǴѳ֡ܭࡋԛ 2016ԃрᔕߡճ۫APPٰࡌҥܭϩǶќӧᔕ۫ҽǴӄৎޑલ܈ߡճ۫ࢂѠΓғࢲύόё ӳຑǴኧόᘐቚуǴӄৎޣډڙᗺኧᔕϯǵࠔႣ୧ǵӝՉЍбΟεфૈǴрࡕٮࡋǴЬाගڋ 2019ԃ7Д30В࠹ѲΓኧςઇίǴीъԃຬၸ35%ᔼԏҗଅǴѳ֡࠼ൂሽӭрܭߡճ۫ ៝࠼2ԋ(ቅᚚྼǴ2019)Ƕ ཥଯǴ߈ޑ୯ค۫य़႟୧ᔼᚐࣁ2,748ሹϡǴԃቚ6.0%Ǵࣁᐕԃך٩ᏵᔮीೀၗᡉҢǴȨ2018ԃ ΚǴᔼᚐҗ2011ԃ1,100ሹޑೲԋߏזࣁނύΞаႝηᖼځᡏ႟୧1.6%Ǵܭԃԋߏ6.2%ǴᓬΖԃѳ֡ ϡǴᚹϲԿ2018ԃ1,894ሹϡǴэค۫य़႟୧߈ΎԋǴѳ֡ԃቚ8.0%ȩ(ᔮीೀǴ2019)Ƕ ׯᡂǴᆛၡҬܰᄊ༈Вᖿ๎Ǵႝη୍ᔼኳԄவB2C(Business to Consumer)ǵޑϷࠠᄊޑמᒿࣽ ܈O2O(Online to OfflineډB2B(business-to-business)ǵC2C(Consumer-to-consumer)ǵC2B(consumer to business)ᄽᡂ ႝη୍ԋࣁཷޑԖ܌Offline to Online)ǹߓٚЃЃიဠ٣ߏଭӧ2016ԃܼԀεගрǴȨӧ ཥ႟୧ǶȩޑǴ҂ٰࢂጕǵጕΠ่ӝۺ ኧᏵ០ޑᡏᡍ㵝ύЈޣကࣁȨаۓځൔȨCਔжཥ႟୧ȩஒޑଣӧ2017ԃрزཥ႟୧ࢂϙሶǻߓٚࣴ ϲભǴׯ႟୧ᄊǶޑҔЊᡏᡍکวמݱ႟୧ࠠᄊȩǶᙁൂٰᇥǴཥ႟୧൩ࢂаεኧᏵࣁ០Ǵ೯ၸཥࣽޑ ऍ୯႟୧ᖄӝ(National Retail Federation, NRF)ӧ2018ԃࡰр႟୧ౢԖаΠϖᗺᖿ༈Ǻ ǵคΓᓓǵคΓߡճຬ Ƕ܊يӵǺԾշ଼ٯǵඵૈჴᡏ۫य़ᅌрǴ ΒǵჴӝǴᜢᗖࢂጕΠᆶጕჴᡏᡏᡍޑठ܄Ƕ ǶٯКޑϩ՞Ᏽനଯٿဂ൞ᡏ೭ޗΟǵӧՉᎍႣᆉύǴࠔจႝǵ от Ƕ܄ኧՏᡏᡍගϲࠔจঁٮѤǵග (buy online, pick up in store, BOPUS)ǶڗጕΠ۫ޑϖǵ៝࠼ӧጕࡷᒧǵКሽǵΠൂǴฅࡕӧߕ߈ ѱǴނႝηᖼװѤεߡճ۫ΨᑈཱུᙯࠠǴ߆ௗኧՏғࢲਔжǴ࣬ᝩрᔕߡճ۫APPǴ၂კཟޑѠ ᡏᡍӄय़ϲભǴхࡴAPPܺޣ០מթֽཥ႟୧ǴౣᆫขӧҔኧᏵࣽۈǺ2016ԃ໒ٯаӄৎߡճ۫ࣁ ᜫޑ࠼ჴ፪Ǵჴ፬ΓΓЋԖ໔Ȩӄৎȩ៝ٮᔈǵѺඵૈϯΒж۫Ǵගٮඳᘉεǵࡌҥඵች୍ ࣬ᜢЎߚதϿǴޑሡ܄ᔕߡճ۫фૈܭǴ2019)ǶҞᜢڻЎ)ᆶ୍ܺሡނᖼޑӄਔࢤޣىඳǴᅈ ޑᆕӝѤεߡճ۫زᔕଞჹԜલαрଅǹќӧჴ୍ǴҁࣴزݩǴҁࣴރޑᏢೌวܭևჴ୍य़၂ӭ ԵǶୖޑǴԜёࣁࣚ҂ٰว܄࣬ჹख़ाځԖфૈǴ٠аAHPᡍسᔕߡճ۫ ၨख़ຎϷၨόख़ޣфૈ༼ǹ(2)ϩቫભำׇݤǴᕕှسᔕၸ(1)Ѥεຬᔕߡճ۫Ԗزҁࣴ фૈԖব٤Ƕޑຎ ޑҞزࣴ 1.2
ၮҔϩቫભำׇݤ(Analytic Hierarchy Process, AHP)ǴၸЎϷزङඳᆶᐒǴҁࣴزਥᏵॊϐࣴ ᘜયӵΠǺޑҞزǴஒҁࣴሡ܄Ǵࡌᄬཥ႟୧ᔕߡճ۫фૈڔৎୢ ҞቫભࢎᄬǶޑሡ܄APP фૈǴཥ႟୧ᔕߡճ۫фૈ ޣǵ༼όӕߡճ۫ фૈᆶख़ϩǶޑഢڀᔈسΒǵၮҔϩቫભำׇݤ(AHP)Չཥ႟୧ᔕߡճ۫ фૈϐୖԵǶسբࣁࡌᄬཥ႟୧ᔕߡճ۫ޣ๏ߡճ۫Ϸ࣬ᜢٮΟǵ٩Ᏽख़ॶीᆉ่݀Ǵග
2.Ў 2.1 ཥ႟୧ ကۓǵཥ႟୧ ᡂϯǴගрΑȨϖཥȩǺཥ႟୧ǵཥᇙמࣽޑԀεǴଭΑၸѐ൳ԃܼޑӧ2016ԃ10Д13Вᖐᒤ ޑࢬ่ӝނکȨપႝਔжஒाၸѐǴ҂ٰؒԖႝη୍ǴѝԖጕǵጕΠقǴ٠Ⴃೌמǵཥߎᑼǵཥૈྍᆶཥ ཥ႟୧ȩǶ ޑচӢᆶૈᔈჹޑൔǴ၁ಒᇥܴཥ႟୧ౢғزଣӧ2017ԃว߄ΑȨCਔжཥ႟୧ȩϐཥ႟୧ࣴزߓٚࣴ ݱ႟୧ࠠᄊȩǶཷࡴٰᇥǴཥ႟୧ࢂаޑኧᏵ០ޑᡏᡍࣁύЈޣကǺȨаۓޑౣБݤǶ๏ϒཥ႟୧ܴዴ ඳǴхࡴӧჴᡏ۫ᎎǵޑᔈӚঁᕉኧᏵϯǴஒၗૻՍࢬԿӭϡٮࣁύЈǴӧΓϕǵࠔ୍ܺǵޣ ႝတǵՉးϷ҂ٰཥ೯ၡ(◔Ǵ2018)Ƕ ӝǴၸO2O(Online to่ޑࢬނᔼၮᄣǴϷᆶޑԶȨཥ႟୧ȩᙁൂٰᇥ൩ࢂǴᆢጕΠჴᡏ۫य़ᆶጕ۫ ࣁǺᡣᡏ႟୧ౢǴۺཷޑᡏᡍǶȨཥ႟୧ȩޑֹޣOffline)ՉჴӝǴόᘐׯ๓୍ܺࢬำǴ๏ ᛄǴ2017)Ƕ݅)ޣԖȨਏȩӦ୍ܺ׳ૈ इᒵϐኧᏵǴԖޣ࠹ၗྍǴҭёБߡଓᙫޑҾჴᡏᆶᆛၡ႟୧ӝਔǴჴᡏ۫य़ёаගϲᆛၡ ᔼၮᕮਏϷᝡݾΚ(ླྀඵసǴ2018)ǶځӝǴёගϲޑӛጕጕΠوᔼᎍਏǴࡺҾޑගϲҾܭշ ၗૻǴനޑၗǴϐࡕᙯඤԋԖཀကޑኧᏵၗǴ٠ϩᇆԶٰޑౢғр܌ࢬނཥ႟୧ԏጕጕΠ )܄аϷёၲ܄ǵё୍ܺ܄ǵёձ܄ёࢰჸޑǴԶၲԋཥ႟୧ޕޑрჹཥ႟୧Ԗཀကڗࡕӆவၗૻύ ࡌቺǴ2018)Ƕ ȨȩǵȨඳȩǵޑҞǺȨኧᏵ፟ૈȩǴ๓ҔኧᏵǴख़ཥѺ႟୧ޑډӧ႟୧ѮᓐॺǴነৼᔔඓाၲ ȨࠔȩǶȨཥ႟୧ȩ๊όࢂಖᗺǴԶࢂঁόᘐϯޑၸำǴ႟୧ࠠᄊޑᙯࠠᆶϯǴޔӧុՉύ(݅ᛄ Ǵ2017)Ƕ ࣚጕᡂளߚதኳጋǶҾሡᙯޑጕΠϐ໔کጕඳύǴጕکӧጕΠܭᒿਔೀޣӧཥ႟୧ኳԄΠǴ ӄၸำǴݾޑଏඤډᖼວǴӆډவሡځՏǴаᙟᇂޑೀ܌ਔ໔аϷޑޣزᡂࡘᆢኳԄǴठΚࣴ ᔈٮࢬໆǶཥ႟୧ᆶ႟୧ԖѤᗺόӕǴமፓ୍ܺᆶϣǵکՉϕǴගଯᙯϯޣඳύᆶޑӭ׳ӧڗ ኧՏϯǵჴుࡋӝǵ܌Ԗૻ৲ኧᏵϯǶ пй Ȩϖཥȩςคݤ఼ᇂϞౢޑߓٚЃЃიဠ٣ֽЬৢঋՉߏ߿ӧ2019ܼԀεᇥǴଭගр ӛኧوӛȨԭཥȩǶдᇡࣁǴȨϞϺคፕࢂӧᏢਠǵᙴଣǵπቷǴӚՉӚςӧوኧՏϯᙯࠠᄊǴౢ҅ӧޑ ӛඵችϯǶȩوࢂᒤϦεኴǴӧӄय़܈ᔼǴคፕࢂໂǵࠤѱǴޑӷϯ ߿ᇡࣁǴӧၸѐ൳ԃǴཥ႟୧ςၲԋঁख़ाӅǴȨ൩ࢂཥ႟୧ᆶ႟୧ǴጕᆶጕΠޑШࣚ ЬᡏǶȩޑёаϩപঁٿࢂӕঁШࣚǴԶόࢂ Βǵཥ႟୧ፍғޑΟεচӢ ()Չ ቚߏΚǶޑཥפǴ࡚ሡ൨ܫӄౚჴᡏ႟୧ว.1 પႝᔼճኳԄрֽ֚Ǵ࡚ޑቹៜΠǴӄШࣚჴᡏ႟୧ԋߏᄌǵጕᕇ࠼ԋҁቚуǴচԖޑӧႝη୍ ளँઇǴ٬ளཥ႟୧ԋࣁѸฅᒧǶڗሡ 2.ύ୯ჴᡏ႟୧วೀܭ߃ભ໘ࢤǴલЮഗભ႟୧ࠔจǴࢬ೯ਏᡏୃեǶ ࢬ೯ֽǶϸᢀύ୯Ǵ႟୧લޑॠཥǴԋΑଯਏԋዕೌמޑπϯک႟୧ᐕΑߞ৲ϯޑऍ୯߈200ԃ ҂ૈᄬԋᆶܭၨեНѳǴаԿܭᙯೀڬ٬ளࠔسࢬᡏނޑЍǴᡏਏϷচԖޑೌמ৲ߞکೌמЮжᆅ ჴᡏ႟୧Ƕޑӳѱӭ(Costco)ǵլᛥ(Kroger)ǵؔᅟᅦ(Walmart)࣬Кު 3.ӭϡ႟୧ࠠᄊǶ ᐟਗ਼ǴЇวӭϡ႟୧ࠠᄊǶޜ໔૰ଏǴѱᝡݾޜࢬ೯ਏᡏΠྖǵᔼճ ೌמ(Β) ࢬǶނᖄᆛߎᑼǵඵችނೕኳǺεኧᏵǵ౽ϕᖄᆛǵीᆉǹڀཥ୷ᘵࡼ߃.1 ࡌᄬǴࣁኧӷϯѳѠ୷ᘵς߃ޑࢬނΜᎩԃύǴϕᖄᆛߎᑼǵीᆉǵඵችޑႝη୍ଯೲว Ƕڀߞ৲ϩπޑຬဂٮ႟୧ѳѠග 2.ϕᖄᆛวΕᔈҔයǴӄౚϯ3.0ၸำǶ ኧՏᙯࠠǴޑӄय़ϯۈύ୯வ2016ԃଆΕࡕ౽ϕᖄᆛਔжǴаΓπඵችǵඵችᇙࣁж߄БӛǴ໒ ϕೱǶނӛو (Ο)ޣ 1.ύ୯ϲભЇᏤӄౚቚߏǴཥжሽॶЬǶ ឦޑӧཥжኧӷ൞ᡏᚈӛྎ೯ޣׯᡂǶޑғࢲᆶኳԄՉΑ०៌ԄޑޣO2OϷ౽ϕᖄᆛჹ Бय़ǺБय़׆ఈࠔจӧҺՖਔ໔ǵӦٿගϲԖޑाޣЬᏤǶޑӭ׳ᜢ߯ύэᏵΑޑΠǴᅌᆶࠔจ܄ ࠼ᇙϯ(ஞᛄЎǴޑу׳ଯаϷ׳ሽК܄ϣᆶ୍ܺǹќБय़׆ఈࠔޑགྷाޣᗺёаճҔҺՖ൞ϟ๏ϒ 2017)Ƕ 2.ޣኧӷϯำࡋଯǴӄၰޑᖼނၡ৩Ƕ д୯ৎǶਥᏵݢγႥ៝ୢϦљ(Boston Consultingځܭ࠼Ǵԋߏೲࡋᇻଯၸ៝ޑނϺՉᆛၡᖼӧύ୯Ǵ Չࣁ(ஞᛄЎǴޑᖼວՉࣁѳ֡Ԗ4ԛཛྷКၨঁᖼວࢌౢࠔǴۓ،ᡉҢǴ៝࠼ӧനಖزࣴޑ(Group, BCG Ǵԋ႟୧БԄӭϡϯǶނӭᅿᆅၰᒧӚԄࠔѦǴᗋૈၠ୯ᆛၡᖼޑǶ៝࠼ନΑёаӧጕ(2017 Οǵཥ႟୧วኳԄ ևཥ႟୧ᔈࢂӧӭϡ႟୧ᄊ(܄Ǵᕵືࣁࠔǵ୍ܺǵϣӭኬ܄ӭϡޑБԄ(ᐉືࣁཥ႟୧ޑጕືٿၸ ࠠᄊǺஒӄϣኧӷϯࣁ୷ᘵǴޑȨࠔ+୍ܺ+ϣȩǴཀջ႟୧όӆൂࢂೡ୧ࠔǴԶࢂх֖Αӭय़ӛٮΠග ࢬǵুǵᓓ(◔Ǵ2018)Ƕނว႟୧ǵץӵǺٯ Ѥǵཥ႟୧ޑΟεቻ ȨаЈࣁҁȩа៝࠼ᡏᡍࣁύЈǴၸкϩᇆ٠ճҔኧᏵϩࢰჸ៝࠼ՉࣁኳԄǴΑှ៝࠼ሡाϙሶǵགྷ ѱύಥᑉԶрǶޑǴωૈӧᝡݾຫٰຫᐟਗ਼ሡޑाϙሶǴၳ߈៝࠼ϣЈ ǶճҔPOSۺΒᆢϯཷޑނޑኧՏϯǴӕਔΨࢂჴᡏޑȩҺՖ႟୧Ьᡏǵࠔǵ៝࠼ࡽࢂᔕ܄Ȩ႟୧Βख़ ဂѳѠϷᆛၡᇆ៝࠼ၗૻǴӆ่ӝᆄ୍ܺǵՉးϷඵޗճҔள୷ᘵኧᏵࡕǴڗࡋǴڋวس пк ቚуᎍ୧ໆǶനಖҾϣᆶޑϕǴ೭ኬٰǴࡽёаफ़եԋҁǴΨёаԖਏޑޣǴගϲᆶמࢬࣽނች Ҿ໔ࢬ೯ᳫཞஒ߈Яܭ႟Ǵख़༟ሽॶǶ ǵᓓӭೌמࢬǵኧӷނॷշགྷݤԋࣁౢขᗺǴӢᔈӚᅿሡޑޣࢂޑᅿεᛈวȩࡰނȨ႟୧ ᅿǶނౢࠔޑ՜рӭᅿ႟୧ࠠᄊᆶཥۯϡ႟୧ᄊ ᔕߡճ۫ 2.2 ကۓǵߡճ۫ ۫ǴਥᏵՉࡹଣЬीᕴೀȨύ҇୯Չޑሡڅ࠼ջ៝ىᒏߡճ۫(Convenience Store, CVS)൩ࢂᅈ܌ ೲ१ࠔǵǵВதҔࠔ܄วϷ႟୧ȩΠϐȨவ٣႟୧ߡճץ-ȨGεᜪܭϩᜪȩಃΜԛঅुǴೱᙹߡճ۫ឦྗ ሡǴЪаೱᙹࠠᄊᔼϐՉȩǶ܌څ࠼ջ៝ىжԏී୍ܺаᅈٮϷߕග Ⴤϩ(ᅴரǴޑΑ٤చҞǴ٩Ԝࣁჹߡճ۫ۓ1982ԃࣁߡճ۫ܭ((Manufactual CVS ResearchڐВҁMCR 2017)Ƕ ϐ໔ǶڳԿΎΜڳኧǺሡӧΜΖڳ)ᔼ) ࠔǶ܄୍ܺٮΒ)ࠔ่ᄬǺӄ۫ᎍ୧ࠔԭϩϐϖΜаࣁ१ࠔǴЪග) ԭϩϐϤΜǶӵຬၸǴ߾όૈຎϐࣁȨߡճޑೡ୧ϐҺՖᜪౢࠔǴόёຬၸӄ۫ᔼᚐ܌Ο)ౢࠔձКǺ۫) ۫ȩǴᔈᆀϐࣁȨ፤۫ȩǶ (Ѥ)ᔼਔ໔ǺࢂΒΜѤλਔᔼ܈ࢂߏਔ໔ᔼЪӄԃᔼϺኧ340ϺаǶ ࡼǶکਏϯϷٛหϐഢҔǴԖଓڗϖ)ᎍ୧БԄǺεҽҗԾշ) ࠔǶ܄Ϸ୍ܺ܄ίᅿаǴЪೡ፤ߡճٿϤ)ࠔࠔǺࠔሡӧ) ကۓΒǵᔕߡճ۫ ٮǴ٠ග୍ܺ܈ࠔٮᆛၡ۫ࢂࡰӧᆛሞᆛၡගޑကǺȨቶကۓᔮљӧ1997ԃჹᆛၡ۫рΑ Ԗ܌ᆛၡ۫߾ࢂࡰᘤំǵुᖼǵбීǵԌޑௗӧጕुᖼϐᆛઠǶԶကޔޣڙ߄ൂǴёаௗޑᖼҔु ҬܰࢬำӧᆛၡֹԋǴωёаᆀࣁᆛၡ۫Ƕȩ ຬБڗǵϩԛሦڗਥᏵOKຬ(2019)Ȩ٬ҔȜࠔႣ୧ȝфૈஒჴᡏ۫⬏ࠔᔕϯǴόज़ਔ໔Ӧᗺၠ۫ሦ ကࣁߡճ۫APP(Application)ǶAPPࣁᅿȨՉᔈҔۓᔕߡճ۫زကǴஒҁࣴۓࣚޑᡏᡍǶȩٰזߡǴᇴ ำԄȩǴҭᆀࣁȨᔈҔ೬ᡏȩǴԖձܭႝတޑεࠠᔈҔำԄǴࢂၮҔӧՉးϐλࠠำԄ(൹ችܴǴ2011)Ƕ ՉᔈҔำԄޑፍғǴࢂྍԾܭ݀Ϧљ(Apple Inc.)ܭ2007ԃрޑಃжඵችࠠЋᐒ(Smart phone)iPhoneǴԖձ ϣࡌำԄфډڙфૈǴόӆޑ೬ᡏٰᘉкඵችࠠЋᐒ܈ၸᔈҔำԄ۫ΠၩᔈҔำԄૈޣࠠЋᐒǴܭ ೬ᡏǴࣁՉޑޣளаΠၩಃΟБ໒วޣ2008рጕᔈҔำԄ۫APP StoreࡕǴܭǴ݀Ϧљڋज़ޑىόૈ ՉᔈҔำԄ࣬ᝩрǶޑׯᡂǴߐी๏ඵችՉးޑးٰख़ε ҔޑԖቶݱڀфૈሦୱԶޑቶݱځՉးԖёՉǵᏹբᙁൂ٠ЪёаӧҺՖਔ໔ǵҺՖӦᗺ٬ҔǴΞӢ ғࢲࠠᄊౢޑޣǶՉᔈҔำԄόჹނၯᔍǵᖼވӵ৲ሀǵᘤំǵಠϺǵᇟॣǵᢀ࣮ቹТǵٯǴ ǴӭޑኞࠠᄊǴӧύΨࢂԿᜢख़ाޑ೯ၡǵΨᙯᡂΑুǵ೯ૻϷཥᆪޑғቹៜǴׯᡂΑࠔǵ୍ܺᖼວ ϦљрՉᔈҔำԄٰቚуᔼԏ(Islam, R., Islam, R., & Mazumder, T. ,2010)Ƕ ǴہഢAPPΠၩૈΚ(୯ৎวڀΠၩAPPՉᔈҔำԄӧЋᐒՉᆛύ࣬දၹǴԖ85.1%ЋᐒՉᆛ ǵቹॣǵཥᆪǵऍ१ǵނAPPϩࣁаΠΜᜪǺ೯ૻǵၯᔍǵᖼޑനத٬ҔޣፓǴஒޑǶၗ2012ԃ(2018 Google Playϩᜪ࣬ӕ(ۘ㔘ǴکεՉᔈҔำԄ۫APP StoreٿϷ଼நၮᜪǴεठᆶڀឪቹǵӦკᏤૐǵπ 2015)Ƕ ݩՉፓǴว߈Ζԋᆛ϶ԖΠၩAPPǴϖӜ௨ރΠၩAPPޣၗΨӧ2019ԃਔଞჹ Ǵ2019)Ƕ܌زӜ٩ׇࣁӄৎ(36.4%)ǵ7-11(29%)ᆶৎᅽ(22.3%)ǵӄᖄ(19.6%)ᆶۙԽМ(14.5%)(ౢൔࣴ ϕޣࣁΑᆶޣ☰఼Ǵ2016)ǴѠߡճ۫)܄ޑόӧ܌คکᆕӝॊǴAPPᏱԖߡճǵҥջǵϕ ǴၸAPPᆶࡌҥϕᜢ߯Ǵගଯ۸၈ࡋǶڗԿጕᖼວǴጕΠሦޣAPPǴЇᏤޑǴԶрຬឦ ΟǵѠᔕߡճ۫фૈ пл ҞѤεߡճຬࣣԖрAPPำ ԄǴӵǺ7-11ȨOPEN POINTȩǵӄ ৎȨӄৎߡճ۫ȩǵᅟȨHi-Life VIPǵ ȨOK martȩǶϞѠᔕߡճ۫фૈ༼ӵ߄1ǶޑOKکᆄຬȩ фૈس߄ 1 Ԗᔕߡճ۫ ӄৎ 7-11 ᅟ OK Hi-Life VIP APP Ӝᆀ ӄৎߡճ۫ OPEN POINT OK mart ᆄຬ OPEN ᒲхǺ1 ϡ 3 ᗺ 1 ϡ 1 ᗺǴ٬ ᗺБԄ 1 ϡ 1 ᗺ icash2.0Ǻ1 ϡ 1 ᗺ 1 ϡ 1 ᗺ Ҕ OK pay ᗺኧ४Ο дЍбπ ७ځߎϷ Ǻ2 ϡ 1 ᗺڀ ҇ғҔࠔǵᆒࠔᓬ ࠔǵआճǵٚำǵ խիඤǵ խիඤǵ ᗺኧёඤ ඁǵЬᚒᜄࠔ ࣬ᜢҾࠔ уሽիඤ уሽիඤ ܢשᗺኧ ϡค 1 ܢשϡ 200 ᗺ 1 ܢשϡ 300 ᗺ 1 ܢשᒿбᒿԌ 300 ᗺ) (چߎ܈ 1. Ћᐒ APP చዸ 1. Ћᐒ APP చዸ 2. ൔЋᐒဦዸ 1. Ћᐒ APP చዸ 2. ൔЋᐒဦዸ ಕᗺБԄ 3. My FamiPay ܈ 2. ൔЋᐒဦዸ 1. Ћᐒ APP చዸ ಕᗺь( ۘ҂ຏ .3 ӄৎ 3. ᖏਔᗺьۓς н) ޑၯь ᗺኧᙯᜄ Ԗ ค Ԗ ค ᗺኧයज़ ႖ԃ 3 Дۭ ႖ԃ 12 Дۭ ႖ԃ 12 Дۭ ႖ԃ 12 Дۭ ჴᡏᆶᔕᗺኧڗᗺຠર ௦ Ԗ ԖԖ ٠Չ ᔕϯ Ⴃ୧фૈ ёၠ۫ǵϩԛǵᙯᜄ ёϩԛǵၠ۫ǵᙯᜄ ёၠ۫ǵϩԛǵᙯᜄ ёၠ۫ǵϩԛǵᙯᜄ (იᖼሽ) ዀǵФѪǵلଢ଼ǵڜ ଢ଼ǵᗲѪǵǵڜ ଢ଼ǵᗲѪǵ႟१ǵڜ ೡ፤ࠔ City café ВҔࠔ ႟१ ᘶ౯ ٬ҔȨׇဦᙯᜄȩф ܭ๏ܻ϶Ǵ٠ૈ Ԗ Ⴃ୧ᙯᜄ FamiPort ܈ APP ฦΕ LINE ᙁૻǵLINE (ᜄΓज़ڙ) ளᜄଌϐڗׇဦ ࠔǶ ߐѱбී܈ My ߐѱбීǵߞҔьǵ Ⴃ୧бීБԄ FamiPay ߐѱбී ߐѱбී܈ߞҔь OK pay (ज़Ѡཥǵ୯ੀ) යज़ Ԗ ค Ԗ คڗሦ
زၗٰྍǺҁࣴ
пм (ុ)фૈس߄ 2 Ԗᔕߡճ۫ ӄৎ 7-11 ᅟ OK My FamiPay(Ѡ ཥǵ୯ OPEN ᒲх HiPay(Ѡཥǵ୯ੀǵ OK pay ՉЍб ੀǵᖄٖ)ǵ (୯ੀǵύߞ)ǵ (ᖄٖ) (Ѡཥǵࢃ Fami ᒲх icash Pay ኧ 52055ۓ ёӕਔಕᑈᗺኧ Ԗ Ԗ Ԗ Ԗ Ѝбжԏ Ԗ Ԗ Ԗ Ԗ ᓯॶфૈ Ԗ Ԗ ค ค ߎᙯᜄ Ԗ ค ค ค APP ԖԖԖԖ ज़ਔߦᎍ ඔࠔ คคԖค చዸᓬඁ ᓬඁኞ Ԗ Ԗ Ԗ Ԗ ܜዛࢲ Ԗ Ԗ Ԗ Ԗ Ԗ Ԗ Ԗ Ԗ ڀว౻ၩ ᎎ၌ Ԗ Ԗ Ԗ Ԗ۫ ඵૈҁ Ԗ ค ค ค
زၗٰྍǺҁࣴ Ѥǵཥ႟୧ᆶᔕߡճ۫фૈ ()ᔕᗺኧ ຏнဦࡕǴӧޣᔕᗺኧǴޑჴᡏຠરǴᙯࣁAPPϣޑᗺ୍ܺǴஒᗺࢲޑߡճ۫APP ޑىډጕΠჴᡏ۫य़рҢAPPచዸǵൔႝ၉ဦዸջёֹԋᗺࢲǴډ܈ጕAPPᖼວࠔջёԾಕᗺ ਈᜄ๏܈϶ჴᡏ۫य़ֹԋիඤբǴΨёஒᗺኧᙯᜄ๏ӳډуሽիඤࠔǵЬᚒᜄࠔǴӆӣ܈APPϣխܭᗺኧё εኧᏵǴӢԜ಄ӝཥޑၗૻǴхࡴϣǵಞᄍϷࠔ௨ՉޑޣளڗௗޔᅽიᡏϦǴԜ୍ܺёаޗ ႟୧Ƕ (Β)ࠔႣ୧ тᚇᇞǵᗩయరǴрճҔAPPႣ୧Ǵڬଢ଼ǵҔНǵڜࠔӵǺޑϸᙟᖼວޣଞჹޣߡճ۫ ଌᙁૻБԄ܈Ǵᗋёၸϩ٦ᙯᜄфૈǴᒡΕჹБЋᐒဦዸڗԌǴ٠Ъёаၠ۫ሦשᖼວεໆ߾٦Ԗ܄ԛ ӧAPPᡉҢഭᎩёਔߐѱ۫ඔచዸիඤǴ٠ӕڗᆄǴሦܭԖၗࣣᓯӸ܌ஒႣ୧ࠔϩ٦๏ᒃܻӳ϶Ǵ ኧໆ(ԢߙપǴ2018)ǶAPPႣ୧фૈǴёวрൔၗૻᆶՉࣁǴӢԜǴ಄ӝཥ႟୧Ƕڗሦ (Ο)ՉЍб ࡰદбීǵጕ܈ࣣᆶሌՉӝբрՉЍб୍ܺǴёጕᒡΕஏዸޣਔжǴѤεߡճ۫מΕኧՏϯࣽ ΠచዸЍбǴ٠ӕਔಕᑈᗺኧǹନΑᖼວࠔѦǴՉЍбΨёаЍбжԏǴѝाஒൂచዸ๏۫ Ӹ႟ȩפഞྠǹऩࢂ٬ҔߎҬܰǴёаճҔȨޑඔࡕǴӆඔՉЍбచዸ൩ёаΑǴ࣪ѐᛦा᠄౻ ǴΨёа۳ࡕԌී٬ҔǹஒߎӸΕAPPࡕǴऩᆶܻ϶Ԗϩሡٮ႟ᒲӸΕAPPϣǴޑӣٰפᓯॶфૈஒ۫ޑ QR CodeǴ൩ૈஒߎᒲᙯᜄ๏ჹБǴճҔᓯॶфૈٰՐޑඔჹБ܈ЋᐒဦዸޑճҔᙯᜄфૈǴѝाᒡΕჹБ ǴࡌҥޑಞᄍǴᡣޣவ៝࠼ᡂத࠼ǵத࠼ᡂዕ࠼Ƕ ޑಕᑈрڀǶၸЍбπޣޑΚၨଯډפ٬ҔᓎǴᙖԜޣගଯૈ׳ՉЍбόૈᕭอҬܰਔ໔Ǵ Չᎍޑဂǵ୮ǵߦᎍࢲǵࠔ໒วǵߐѱᔼՉᆒྗۓၗǴՉεኧᏵϩǴջёଞჹޣ
пн ౣǴӢԜǴ಄ӝཥ႟୧Ƕ (Ѥ)ឦᓬඁ ჴᡏ۫य़໒௴APPډዛࢲǵܜज़ਔᓬඁǵޑЬଞჹAPPՉߦᎍ࠹Ǵхࡴឦޣߡճ۫ Կჴᡏ۫य़٬ҔᓬඁޣᖼວཀᜫǴ٠֎Їޑޣᓬඁኞ)Ǵගଯ)چᓬඁډᓬඁၸᙔջёௗԏ۫ډޑϣ ጕᖼວࠔǴډጕΠ៝࠼עᖼວࠔǴΨёаճҔඔࠔచዸфૈ၌ࠔӧAPPϣࢂցԖᓬඁሽǴچ ጕىᕮၠຫጕϷጕΠ(Kao, Liu, Lu & Hsieh ,2019)ǴѺઇ႟୧೯ၡਣࢎǴჴӝǴаጕѳѠᅈޑ٬ჴᡏ۫य़ ጕΠ៝࠼ЇᏤԿጕǴӢԜǴ಄ӝཥ႟୧Ƕޑჴᡏ۫עǴሡޑޣΠ (ϖ)ᆄ୍ܺ (ǴHolbrook(1985୍ܺޑٰ܌ᖼວࠔਔڙǴԶࢂ٦ي٠όࢂࠔҁޑ҅གྷाᕇளޣAbbott(1955)ගр ۓٮග܈ߡճ۫ޑߕ߈פ⬏၌фૈǴ൨۫ޑёճҔAPPϣޣᡏᡍǶޑىёவύᕇளᅈޣҭࡰр ǴόڀࡹЋᐒచዸၩۓᝊਔ໔ǹAPPΨёаޑᎎ୍۫ܺۓࢌ٤ٮගפ൨ޣߡճ۫Ǵ࣪ѐޑ୍ܺ όߡǴޑᡏᡍǹќБय़߾ё࣪ѐਔ໔ჹว౻ޑΕคરϯޣᘋǴЇሦ֚ޑӈӑરҁว౻ǴόӆԖߥӸ ٠༊ΕЊǹඵૈҁфૈ߾ԾᓯӸӧޕύዛዛߎᙯΕঁΓߎᑼЊǴว౻ύዛஒрႝηແҹ೯ۓऩԖ ඵૈҁ္ǴᗋёၸඔႝډӝΨӕޑд೯ၡځࡹЋᐒచዸǴӧۓǴऩԖޑຬ ޑǴၸБߡǵܰ᠐ޑᜪձǴֹඓඝғࢲύޑӚᅿԏΕᆶЍрۓQR CODEǴΨёаޑηว౻ ډ៝ྣ׳ǴሡނᖼޑӧԾৎ۫य़ډೲϩғࢲǴ೭ঁфૈǴόྣ៝זޣշڐკ߄ϯϷϩᜪǴ ໒௴ǴගϲᗹࡋϷᡏᡍǶޑගϲߡճ۫APPǴΨஒሡޑВதғࢲ
Бݤزࣴ.3 ࢎᄬزࣴ 3.1 ǵЎǵৎೖፋዴᇡቫભޑҞزǴхࡴዴᇡࣴزБݤ٬Ҕϩቫભำׇݤ(AHP)Չ࣬ᜢࣴزࣴزҁࣴ ܄аࡌҥ࣬ჹख़ǵࡌҥԋჹંତ٠ीᆉቻॶᆶቻӛໆǵᡍठ܄࣬ჹख़ाޑ܄ჹӚቫભឦڔࢎᄬǵৎୢ аዴᇡߞࡋǶ (ϩቫભำׇݤ(AHP 3.2 ځǴሡ܄Ǵаཥ႟୧ᔕߡճ۫ϐфૈزБݤǴՉ࣬ᜢࣴز٬Ҕϩቫભำׇݤ(AHP)ࣴزҁࣴ ϩǶޑаՉࡕុ܄࣬ჹख़ा܄ளӚቫભឦڗڔύᜢᗖϩࣁᙖҗৎୢ ǵϩቫભำׇݤ(AHP)ᙁϟ Զวрϩቫભำׇݤ(AnalyticزࣴޑԃӢඹऍ୯୯ٛೀᔈᡂीฝୢᚒ 1971 ܭThomas L. Saaty ௲ ჹᡏ٣୍ޣୢᚒǴૈᔅշ،،ޑԖӭঁຑྗ߾ڀݩΠϷ܄ۓόዴܭHierarchy Process, AHP)ǴЬाҔ Ǵـཀޑޣᆶ،ޣӭኧৎᏢڗAHP ݤፕᔈҔጄൎࡐቶݱǴЪፕᙁൂǵᏹբܰǶӕਔૈᘏ ܭӄय़ᕕှǶҗ ࡕǴزჴࣴޑǵܴϷঅ҅زόᘐᔈҔǵࣴޑޣӧόӕӦύᔈҔ AHPǴӧၸӭᏢޣςԖӭৎᏢ ԋዕֹഢǶܭፕςВᅌᖿޑ AHP ϯǴஒ،ाનჄϩԋόӕᆢࡋǴ٠җسୢᚒޑᄬஒፄᚇ่ޑᏹբБݤǴ߯ճҔঁቫભޑAHP ݤ ܭᜢ ಔԋाનࡕǴӆਥᏵޑୢᚒǴёаϩှԋኧঁঁձ،ޑቫભǴ٬ፄᚇεࠠکόӕᆢࡋǴஒୢᚒуаϩှԋࢎᄬ ॥ᓀǶϞςޑёၗૻǴफ़ե،ѨᇤޑᒧБਢਔޣᡯϩձКၨຑࡕӆբӝǴբࣁ،ޑ AHP ᒧǵϦӅࡹຑسᔈຑᒧǵٮୢᚒǴхࡴ،ޑϷᔮሦୱޗᆅǵܭزԖӭჴ୍ᔈҔᆶ࣬ᜢࣴ ϷՏᒧǶ ୢᚒԖΒǴޑ،ၸำύሡाှޑϩǴӧՉϩ،ޑ܄ӭឦܭSaaty(1986)ϩቫભำׇݤ(AHP)ЬाҔ Ǵ(܄Кၨϐ࣬ჹख़ाٿٿ)࣬ჹख़ॶޑቫભᜢ߯ǴಃΒࢂӵՖຑӚቫભύाનޑಃࢂӵՖࡌᄬ،ाન ᡯᇥܴӵΠǺᄽᆉၸำϐځ ϯǵ่ᄬϯǴӈр࣬ᜢाનǴ٠ࡌҥቫભࢎᄬǶسୢᚒຑޑஒ،ፄᚇ .1 ԋჹКၨંତǶޑόӕБਢ܄Ӛঁឦک܄ࡌҥຑឦ .2 по ࣬ჹख़Ƕޑ໔܄Ӛঁឦک࣬ჹຑॶޑीᆉӚБਢ .3 Ƕۓᔠ܄ठ .4 ϩࢎᄬᆶ٬ҔำׇǴӵკ 1Ǻ،ޑ܄ӭឦޑ AHP
ကۓୢᚒ
က،Ҟᆶۓ ౢғБਢ ࡌҥҞቫભࢎᄬ
܄ကᑽໆឦۓ ຑБਢ่݀
௨ׇᆶख़܄Бਢሽॶᑽໆ ឦ Кၨٿٿ܄Кၨ ൂቫભϣឦٿٿБਢ໔
ࡌҥԋჹКၨંତ ࡌҥԋჹКၨંତ
ीᆉቻӛໆ ीᆉቻӛໆ
ᡍठ܄ ᡍठ܄
ࡌᄬуኳԄ уݤኳԄ
ीᆉόӕБਢϐуሽॶ
ന٫Бਢۓ،
!ϩࢎᄬ،܄ӭឦޑ კ 1 AHP !!*ၗٰྍǺᙁᅼ)2008 ᡯǺࡌҥቫભࢎᄬ() ᡏҞǴԶࡌҥຑ၀ҞϐޑቹៜǴ२Ӄࡌҥ،ୢᚒޑ܄ှ،Ԗᜢᗖޑୢᚒܭቫભࢎᄬჹޑؼӳ ᆶΓࣁ܄ፄᚇޑኧໆ၀ຎ،ୢᚒޑቫભܭБਢ،ϐቫભࢎᄬǴԿޑϐຑྗ߾ǴϷຑޑᄬय़ǵຑӚ ᄬय़ǴԶቫ܈ޑനಖҞǴკύቫભΒ߄ҢࣁޑǴკύቫભ߄ҢࣁຑٯǶკ 2 ࣁቫભࢎᄬጄۓሡԶ܌ϩ ԵቾБਢϐቫભࢎᄬკǶۓ،ભΟ߾ࣁຑྗ߾Ǵаԋ
!კ 2 ϩቫભำׇݤ(AHP)୷ҁࢎᄬკ !!*ၗٰྍǺSaaty)1971 пп ᡯΒǺࡌҥӚቫભϐԋჹКၨંତ(Β) ԋჹКၨǶऩࢌቫભٿٿޑाનբࣁ୷ᘵٰຑǴՉाનϐ໔ޑჹᔈ܌ाનǴᔈаቫભޑࢌቫભ ԋჹКၨǶќ Saaty ࡰр nɧ7 ਔǴΓတϐຑКࡘԵၸำܰౢғᒱޑѸՉ n(n-1)/2 ԛޣӅԖ n ঁाનǴ߾، ቫঁа܌ԋჹКၨচ߾(principle of pairwise comparison)Ǵޑᒏ܌ᔠᡍǴԜջ܄ຝǴᜤа೯ၸठޑǵόठ ҢǴӅϩࣁΐ܌ Ⴤϩ߾ӵ߄ 3-3-1ޑКЁࡋځǶԋჹКၨ܄ຬၸ 7 ঁǴаխቹៜ่݀ϐठە߾ኧໆǴόྗޑભ ঁଛჹКၨભǴϩձ๏ϒ 1-9 ঁຑЁࡋКၨॶǴࣁமǵัமǵሥமǵཱུமǵ๊மǴаϷуख़ा܄மࡋϟܭ ॶǶံޑ໔ޣٿ ຑЁࡋǴჄϩࣁϖঁ୷ҁભǴջȨӕख़ाȩǵǵȨัࣁख़ाȩǵǵȨሥࣁख़ाȩǵǵȨཱུࣁख़ाȩޑAHP ݤ ᑽໆॶǴޑ ᑽໆॶǹӧϖঁ୷ҁЁࡋϐ໔ќ፟ϒ 2ǵ4ǵ6ǵ8ޑ ϷȨ๊ჹख़ाȩǴ٠፟ϒӜҞЁࡋ 1ǵ3ǵ5ǵ7ǵ9 ཀကϷޑϐ໔ǶᑽໆॶࣁЁࡋॶϐॹኧਔǴ߄Ңࡕाનၨाનख़ाǴӚঁЁࡋж߄ޣٿ߄Ңख़ाำࡋӧ ᇥܴǴӵ߄ 2Ƕ ကϷᇥܴۓ߄ 2 AHP ݤϐຑЁࡋ
က ᇥܴۓ ຑЁࡋ ܄ӕख़ाڀଅำࡋޑीฝٿ 1 ӕख़ा z ம ᡍᆶղᘐัࣁӛ഻ӳࢌीฝ 3 ัࣁख़ा z ัம ᡍᆶղᘐமਗ਼ӛ഻ӳࢌीฝ 5 ሥࣁख़ा z ሥம ᡉҢߚதமਗ਼ӛ഻ӳࢌीฝ 7 ཱུࣁख़ा z ཱུம ჹ഻ӳࢌीฝ๊ۓᏵޭىԖ 9 ๊ჹख़ा z ๊ம
ॶਔ૱ש2ǵ4ǵ6ǵ8 ࣬ᎃЁࡋϐύ໔ॶ ा
(ၗٰྍǺSaaty(1980 ԋჹܭϐӢનᑽໆॶ่݀ڔǴ௦ҔӢન໔ԋჹКၨǴаࡌҥԋჹКၨંତǺஒୢ่݀ޑፓڔ٩Ᏽৎୢ
࣬ჹՏኧॶفኧॶࣁΟޑϩفǴԶΠΟ܄࣬ჹख़ाޑ߾2ྗܭϩǴ ж߄ྗ߾1࣬ჹفΟޑКၨંତA ᑽໆॶࣣࣁ1Ƕޑ ,⋯ , ,ୱࣁࡰԾρᆶԾρКၨǴΨ൩ࢂ ޑጕفॹኧǴҭջ =1/ ǶЬჹޑ ۶ԜຑКϐԋჹКၨંତǴӵΠ(1)კҢǴ(ᙁᅼǴ2005)Ƕ܄nঁឦ
1 .. ⎡1/ 1 . ⎤ ⎢ ⎥ Ȑ1ȑ A=⎢ .1/ ...⎥ ⎢ .....⎥ ⎣1/ 1/ ..1⎦
ᡯΟǺीᆉቻॶᆶቻӛໆ(Ο) ࣁᕕှࡌҥϐቫભኳԄठ܄ǴϷӚຑྗ߾ाનϐ࣬ჹख़ǴࡌҥӚቫભޑԋჹКၨંତࡕǴёၸኧॶ ख़ᄽᆉݤǶਥޑрӚቫભӢનϩύதҔϐቻॶ(eigenvalue)ှݤǴीᆉрቻӛໆॶ(Priority vector)ǴԶ ҢǴ(ᙁ܌(ᜢ߯ӵԄ(2ޑତAંکቻӛໆXᆶቻॶλޑତਔǴAં܄ठޑᏵኧॶϩፕǴऩંତAࣁঁn×n ᅼǴ2005)Ƕ
пр A·X=λ·X Ȑ2ȑ ($-O,) X 0 Ȑ3ȑ ύځnঁቻॶ λǴޑளંତAԄ(4)ύቻӛໆXѸࣁߚ႟ӛໆǴЪ det(A-λI)=0ǶஒՉӈԄှ໒ࡕǴջё
က = Ǵ߾ԋჹКၨંତёаׯቪۓϐख़Ǵ٠ ܄ឦܭჹ ܄ҢǴ ࣁឦ܌(നεቻॶࣁ ǶӵԄ(1
ӵԄ(4)܌ҢǴ(ᙁᅼǴ2005)Ƕ
⋯ ⎡ ⎤ ⎢ ⋯ ⎥ A=[ ] = ⎢ ⎥ Ȑ4ȑ ⎢ ⋮⋮⋱⋮⎥ ⋯ ⎣ ⎦ зWࣁnঁឦ܄ޑख़ӛໆǴΨ൩ࢂW = , ,⋯, Ǵ߾ԋჹКၨંତAᆶख़ӛໆWϣᑈёளԄ(5)Ǵ(ᙁ ᅼǴ2005)Ƕ
⋯ ⎡ ⎤ ⎢ ⋯ ⎥ Ȑ5ȑ A· =⎢ ⎥ ⋮ = ⋮ = · ⋮⋮⋱⋮ ⎢ ⎥ ⋯ ⎣ ⎦
ကǴёаวԄ(5)ύख़ӛໆW࡞ӳࣁԋჹКၨંତ A ϐቻӛໆǴЪ n ࣁቻۓ٩ᏵԄ(2)ჹቻӛໆϐ ύϐǴࡺԄ(5)ёׯቪࣁԄ(6)Ǵ(ᙁᅼǴ2005)Ƕځޑॶ Ȑ6ȑ ∙ = ∙ ှനεԄ(6)ளрǴӢԜё٩ኧॶϩፕܭ ǴԶԋჹКၨંତ Aىख़ӛໆ W ࣁߚ႟ӛໆǴ٠ᅈܭҗ
ቻॶ ᆶቻӛໆǴΨ൩ࢂख़ӛໆ WǶ ܄ठޑቫભۓᡯѤǺᔠ(Ѥ) ܭBǴB ᓬ ܭሀ౽(A ᓬىԋჹКၨ่݀ᔈ၀ᅈޑሀ౽ࡓ(transitivity)Ǵགྷىӳࢎᄬᔈ၀ᅈୃޑޣ،܄ Ϸठ܄ӝڀղᘐΠǴࢂցޑКၨٿٿӧޣǴаᔠᡍ،ۓᔠޑ܄C)Ƕঁቫભ่ᄬՉԜठ ܭCǴA ᓬ ԋჹКၨંତόֹܰޑᄬԋ܌Ǵऩ Ǻ = Ǻ Ъ Ǻ = Ǻ ߾ Ǻ = Ǻ ǶฅԶǴΓࣁЬᢀղᘐٯǶᖐ܄ ӧຑၸำޣΏࢂࡰ،܄ำࡋǶठޑ܄ӳठୃځ༾फ़եǴՠሡෳ၂ั܄ӄᒥྣሀ౽ǴӢԜёаሀ౽ ύคᡉϐࡕҟ࣯Ǵ܌ޑղᘐࢂӝޑ(ᙁᅼǴ2005)Ƕ ǶڔளϐᓬӃׇࣁ،ୖԵǴց߾Ѹఫख़ཥࡘԵᆶ༤ቪ၀ୢ܌಄ӝᡄᒠྗਔǴ߾ёаਥᏵ่݀܄ऩठ
ġ܄ӄठֹڀ߄Ңࡕղᘐ 0 =
Ȑ7ȑ . . = > 0.1 ߄ҢࡕղᘐԖୃৡόೱೣ! !ᇤୃޑڙ߄ҢࡕᗨόֹӄठǴՠࣁёௗ 0.1 ≧
. . Ȑ8ȑ . . = . . ԋۓࡰ(consistency index, C.I.)ٰᔠ܄К(consistency ratio, C.R.)Ϸठ܄ਥᏵ Saaty(1980)ϐࡌǴаठ ჹКၨંତޑठ܄ǴᇥܴӵΠǺ 1.ठ܄К(consistency ratio,C.R) ,R.I.ࢂࡰᒿᐒࡰ(random index ޑᒏ܌ຑКЁࡋኧϷંତ໘ኧϐቹៜǴջ C.R.=C.I./R.I.ǶډڙC.R.ϐελ C.R.ɩ0.1Ǵ߾ ቚуཇεǴଷ٬ޑКॶǶR.I.ॶᒿંତ໘ኧޑࡰঁٿR.I.)Ǵҗᒿᐒౢғϐ҅ॹॶંତԶٰǴ߄ҢԜ ҢǶ܌ ࣬ჹᒿᐒࡰ R.I.ॶ߾ӵ߄ 3ځǶӚ໘ቫКၨҞኧ n Ϸ܄ڙԖёௗڀ߄ҢԋჹКၨંତύϐຑКॶ 2.ठ܄ࡰ(consistency index,C.I.)
пс =.ຑໆྗ߾ǶԶीᆉϦԄࣁ C.Iޑଯե܄ϐৡ౦ำࡋǴёբࣁղᘐठޣٿࡰ໘ኧ(n)ᆶനεቻॶȐλmaxȑ ཇեǹऩ C.I.ɩ0.1Ǵ܄C.I.ॶཇεǴ߾߄Ңठ ཇଯǴϸϐǴଷ٬܄C.I.ॶཇλǴ߾ж߄ठ Ȑλmax-nȑ/ n-1Ǵଷ٬ Ƕ܄ठޑۓԖڀ߾߄ҢԋჹКၨંତ ࣬ჹᒿᐒࡰ R.I.ॶځ߄ 3 AHP ύӚ໘ቫКၨҞኧ n Ϸ
n 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
R.I. 0.00 0.00 0.58 0.90 1.12 1.24 1.32 1.41 1.45 1.49 1.51 1.48 1.56 1.57 1.58
(ၗٰྍǺSaaty(1980 ှӚБਢϐᓬ༈Кख़ॶᡯϖǺ(ϖ) Ǵޣॶ߾җӚቫભϐख़࣬४уᕴԶளǴ၀ॶཇεځࡕǴջёՉीᆉӚБਢϐᓬӃӛໆǴۓᔠ܄೯ၸठ ߄Ң௦યϐᓬӃׇཇଯǶ ୢᚒҗଯቫ،ޑБݤǴѬૈஒፄᚇޑॊǴAHP ݤࢂх֖໘ቫࢎᄬǵϩᆶӝ،ϩ่݀܌ᆕ Ёࡋ(ratio scale)ՉӚঁྗ߾໔ٯǴаКـ໘ቫ่ᄬǴ٠༊ৎϐຑᆶཀޑाףԛ۳եቫԛϩှԋঁᙁܴ ᓬӃ௨ׇǶӧୢޑ࣬ჹख़Ǵӆа໘ቫၮᆉ௨ӈӚБਢޑঁ໘ቫຑྗ߾ڗ࣬ჹख़ाำࡋԋჹКၨǴޑ നࡕቫाનǴࡌᄬډޔᕴҞǴ٩ᏵᕴҞวрԛҞǴջࣁΠቫᚒाનǴϸᙟۓၸำύǴଞჹୢᚒुޑှ ࣬ჹख़Ǵޑрቻӛໆ(eigenvector)ࣁຑӚाન໔ԋࡕǴᙖҗЁࡋՉԋଽКჹ(pairwise comparison)Ǵֹ ୢޑϯፄᚇسाન໔֡࣬ϕᐱҥǴ٠ޑ໘ቫᓬӃ௨ׇǴAHP ݤଷޑளᡏᄬय़നࡕӆၸၮᆉᆕӝ ᚒаՉຑǶ ᓬᗺޑ(Βǵϩቫભำׇݤ(AHP ໘ቫ่ᄬǴޑϕ࣬ԋჹٿٿୢᚒᙁϯೀϩǴ٠ЪࡌҥޑࢎᄬǴૈஒፄᚇޑϩቫભำׇݤࢂᅿԖಔᙃ ᔈҔǴՠӧЬᢀᑽໆ܌ՉࣁࣽᏢϷᆅࣽᏢޑॶǴӢԜቶݱ܄ޑᓬӃׇϷന٫ᒧۓ،ޑӕਔૈ࠼ᢀ ᓬᗺǺޑᇥܴǴࡌҥቫભ่ᄬϩԖаΠޑ(ϐೀǶਥᏵ Saaty(1980ىЖલ߾ࣁऍύόޑፕ Ƕسቫભ่ᄬޑࣣԖᒤݤೀǴૈஒፄᚇୢᚒᙁϯԋᙁܴ܄)ҺՖࠠᄊϐឦ) (Β)ܰࡌҥӚྗ߾ϐࢎᄬǴమཱᇥܴቫભाનჹΠቫભाનޑቹៜำࡋǶ БԄǴ෧Ͽ༤܄Кၨϐ࣬ჹख़ाٿٿคӧӭБਢύᒧ௨ׇ๏ϩǴаޣΟ)ԋଽჹКБԄǴၨܰӣเǶ༤เ) ϐКၨ֚ᜤǶޣเ (Ѥ)Бߡೀӭ໘ቫ่ᄬǴёஒୢᚒቫᙶమቹៜӢનǶ ϷᇡӕǶڙϖ)ೀࡕϐ่݀ܰௗ) Ƕ܄ठڀࢂցۓϤ)ёᔠ) ࡰϷቫભࢎᄬሡ܄ዴᇡཥ႟୧ᔕߡճ۫фૈ 3.3 سճҔԖᔕߡճ۫زൔϷ࣬ᜢЎՉୢᚒङඳϩǴҁࣴزᘜયԾ୯ϣѦයтǵፕЎǵࣴ ϩࣁᔕᗺኧǵႣ୧ǵՉЍбǵឦࢲϷᆄ୍ܺϖሡ܄фૈࣁ୷ᘵǴஒཥ႟୧ᔕߡճ۫фૈ ЬाࢎᄬǶޑሡ܄фૈزᜪǴբࣁҁࣴ ཥ႟୧ᔕߡճ༼фૈǶ߃سவѤεᔕߡճ۫Ԗфૈᆕӝрཥ႟୧ᔕߡճ۫زҁࣴ ǵიᖼሽǵϩԛሦǵϩ٦ᙯᜄǵڗߎǵᗺБԄǵၠ۫ሦܢשҞǴϩձࣁᗺኧᙯᜄǵਈᜄǵիඤǵሡ܄фૈ۫ ዛǵज़ਔߦᎍǵၸඔࠔచዸܜᓯॶфૈǵᓬඁኞǵޑӸ႟ȩפਔёӕਔಕᑈᗺኧǵЍбжԏǵȨ่ ᔈҔ AHP ཥ႟୧زфૈྗ߾ᘜયǴբࣁҁࣴسǵ۫ᎎ၌ǵඵૈҁ 18 Ǵஒڀ၌ᓬඁǵว౻ၩ ୷ᘵࢎᄬǶሡ܄ᔕߡճ۫фૈ фૈϩࣁᔕᗺኧǵႣ୧ǵՉЍбǵឦࢲϷسϐ18фૈǶஒډள܌ஒॊᘜયزҁࣴ ᆄ୍ܺǶ
пт Ҟ! ᄬय़! ྗ߾!
ᗺኧᙯᜄǵਈᜄ!
ᔈ իඤ! ᔕᗺኧ! !ߎܢש Ҕ A ᗺБԄ! H !ڗP ၠ۫ሦ
იᖼሽ! Ⴃ୧! !ڗႣ୧ࠔёϩԛሦ ཥ !Ⴃ୧ࠔϩ٦ᙯᜄ ႟
୧ ่ਔёӕਔಕᑈᗺኧ ՉЍб! Ѝбжԏ! ᔕ ᓯॶфૈޑ႟ӸȩפȨ ߡ ճ ᓬඁኞ!
ܜዛ! !ឦᓬඁ ۫ ज़ਔߦᎍ! ф ၸඔࠔచዸ၌ᓬඁ! ૈ
!ڀว౻ၩ ܄ ሡ !ᆄ୍ܺ! ۫ᎎ၌ ! ඵૈҁ!
ࡰࢎᄬკሡ܄კ3 ཥ႟୧ᔕߡճ۫фૈ زၗٰྍǺҁࣴ ጄൎᆶჹຝزࣴ 3.4 ଞჹཥ႟୧നࣁزӵǺჴӝǵεኧᏵǵΓπඵૈǵᔕჴნǴԶҁࣴٯཥ႟୧х֖Αࡐӭय़ӛǴ Ƕሡ܄фૈޑჹߡճ۫APPޣO2OѐޑਡЈ ፓჹຝࣁ15ΓǴа٬ҔԃаߡճڔᇆǴϩቫભำׇݤୢـБԄՉৎཀڔஒаৎୢزҁࣴ ೖჹຝǶڙࣁޣޑД٬Ҕԛኧࣣၲ3ԛаঁAPPЪ۫
ϩᆶ่݀زࣴ.4 ኬҁڔৎୢ 4.1 Ǵ׆ఈᙖҗৎॺϐᙦޣޑД٬Ҕԛኧࣣၲ3ԛаঁჹຝࣁа٬Ҕԃаߡճ۫APPЪܫวڔୢ ǴӅܫ2020ԃ2Д25ВԿ3Д10ВวܭڔፓǶAHPୢڔКၨϐୢ܄Չຑࡰ࣬ჹख़ाڔୢزշҁࣴڐᡍǴ рӚᄬय़ϷྗPower ChoiceीᆉǴڀၮҔ،πڔஒӣԏϐୢزǴӣԏ15ҽǴӣԏࣁ100%Ƕҁࣴڔ15ҽୢܫว ஒزǴҭջC.I.ʀ0.1ϷC.R.ʀ0.1ǶӢԜǴҁࣴ܄಄ӝठ֡ڔ߾ϐ࣬ჹख़Ϸ௨ׇǶᡍ่݀ӄኧӣԏϐৎୢ Չख़ϩǶڔа15ҽৎୢ
рй ᔠ߄ۓᔠ܄߄ 4 AHP ठ ۓᔠ܄ຑᄬय़ C.I.ॶ C.R.ॶ ठ
ᕴᄬय़ 0.00217 0.001937 ಄ӝ ᔕᗺኧᄬय़ 0.011972 0.013302 ಄ӝ Ⴃ୧ᄬय़ 0.008768 0.009742 ಄ӝ
ՉЍбᄬय़ 0.000461 0.000795 ಄ӝ ឦᓬඁᖼय़ 0.001926 0.00214 ಄ӝ ᆄ୍ܺᄬय़ 0.000015 0.000025 ಄ӝ
زၗٰྍǺҁࣴ 4.2 ख़ϩ ǵᄬय़ᑽໆϩ ׇϩձࣁȨᔕᗺኧȩȐ0.356924ȑ܄ϐᄬय़ᑽໆϩǶ٩ख़ाሡ܄ཥ႟୧ᔕߡճ۫фૈޕਥᏵ߄ 5 ள >ȨՉЍбȩȐ0.239195ȑ>ȨឦᓬඁȩȐ0.234901ȑ>Ȩᆄ୍ܺȩȐ0.086852ȑ>ȨႣ୧ȩȐ0.082128ȑǶҁᄬ य़ϐठ܄ࣁ C.I.=0.00217ǴC.R.=0.001937Ǵࣣλܭ 0.1Ǵ߄Ң಄ӝठ܄Ƕ ϩ܄ࡰᄬय़ख़Ϸख़ाሡ܄߄ 5 ཥ႟୧ᔕߡճ۫фૈ ௨ׇ܄ԛ ቹៜᄬय़ ᡏख़ ख़ा 1 ᔕᗺኧ 0.356924 1 2 Ⴃ୧ 0.082128 5 3 ՉЍб 0.239195 2 4 ឦᓬඁ 0.234901 3 5 ᆄ୍ܺ 0.086852 4 λmax=5.00868 C.I.=0.00217 C.R.=0.001937
زၗٰྍǺҁࣴ Βǵྗ߾ᑽໆϩ ()Ȩᔕᗺኧȩᄬय़ϐྗ߾ຑᒧᑽໆϩ ߎȩȐ0.510656ȑ>ȨիඤȩȐ0.238817ȑܢשׇϩձࣁȨ܄ᔕᗺኧᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाޕҗ߄ 6 ள >ȨᗺБԄȩȐ0.175535ȑ>ȨᗺኧᙯᜄǵਈᜄȩȐ0.074992ȑǶҁᄬय़ϐठ܄ࣁ C.I.=0.011972ǴC.R.=0.013302Ǵ ࣣλܭ 0.1Ǵ߄Ң಄ӝठ܄Ƕ ௨ׇ܄߄ 6 ᔕᗺኧᄬय़ϐຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ቹៜᄬय़ ᡏख़ ख़ा 1 ᗺኧᙯᜄǵਈᜄ 0.074992 4 2 իඤ 0.238817 2 ߎ 0.510656 1ܢש 3 4 ᗺБԄ 0.175535 3 λmax=4.035915 C.I.=0.011972 C.R.=0.013302
زၗٰྍǺҁࣴ (Β)ȨႣ୧ȩᄬय़ྗ߾ᑽໆϩ ȩȐ0.429513ȑ>ȨიᖼሽȩڗׇϩձࣁȨၠ۫ሦ܄ᔕᗺኧᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाޕҗ߄ 7 ள ࣁ C.I.=0.008768Ǵ܄ȩȐ0.230657ȑ>ȨႣ୧ࠔϩ٦ᙯᜄȩȐ0.09736ȑǶҁᄬय़ϐठڗȐ0.24247ȑ>ȨႣ୧ࠔёϩԛሦ C.R.=0.009742Ǵࣣλܭ 0.1Ǵ߄Ң಄ӝठ܄Ƕ
рк ௨ׇ܄߄ 7 Ⴃ୧ᄬय़ϐຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ቹៜᄬय़ ᡏख़ ख़ा 1 0.429513 ڗၠ۫ሦ 1 2 იᖼሽ 0.24247 2 Ⴃ୧ࠔ 3 0.230657 3 ڗёϩԛሦ Ⴃ୧ࠔ 4 0.09736 4 ϩ٦ᙯᜄ λmax=4.026303 C.I.= 0.008768 C.R.= 0.009742
زၗٰྍǺҁࣴ (Ο)ȨՉЍбȩᄬय़ྗ߾ᑽໆϩ ׇϩձࣁȨ่ਔёӕਔಕᑈᗺኧȩȐ0.604547ȑ܄ᔕᗺኧᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाޕҗ߄ 8 ள ࣁ C.I.=0.000461ǴC.R.=0.000795Ǵ܄ᓯॶфૈȩȐ0.188642ȑǶҁᄬय़ϐठޑ႟ӸפȨЍбжԏȩȐ0.206812ȑ>Ȩ< ࣣλܭ 0.1Ǵ߄Ң಄ӝठ܄Ƕ ௨ׇ܄߄ 8 Ⴃ୧ᄬय़ϐຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ቹៜᄬय़ ᡏख़ ख़ा ่ਔё 1 0.604547 1 ӕਔಕᑈᗺኧ 2 Ѝбжԏ 0.206812 2 ႟ӸȩפȨ 3 0.188642 3 ޑᓯॶфૈ λmax=3.000922 C.I.=0.000461 C.R.=0.000795
زၗٰྍǺҁࣴ (Ѥ)Ȩឦᓬඁȩᄬय़ྗ߾ᑽໆϩ ׇϩձࣁȨज़ਔߦᎍȩȐ0.468148ȑ>Ȩᓬඁኞȩ܄ᔕᗺኧᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाޕҗ߄ 9 ள Ȑ0.26044ȑ>ȨܜዛȩȐ0.199066ȑ>Ȩၸඔࠔచዸ၌ᓬඁȩȐ0.072347ȑǶҁᄬय़ϐठ܄ࣁ C.I.=0.001926Ǵ C.R.=0.00214Ǵࣣλܭ 0.1Ǵ߄Ң಄ӝठ܄Ƕ ௨ׇ܄߄ 9 ឦᓬඁᄬय़ϐຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ቹៜᄬय़ ᡏख़ ख़ा 1 ᓬඁኞ 0.26044 2 2 ܜዛ 0.199066 3 3 ज़ਔߦᎍ 0.468148 1 ၸඔࠔచዸ 4 0.072347 4 ၌ᓬඁ λmax=4.026303 C.I.= 0.008768 C.R.= 0.009742
زၗٰྍǺҁࣴ (ϖ)Ȩᆄ୍ܺȩᄬय़ྗ߾ᑽໆϩ ȩȐ0.492154ȑ>ȨඵૈڀׇϩձࣁȨว౻ၩ܄ᔕᗺኧᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाޕҗ߄ 10 ள 0.1Ǵ߄Ң ܭࣁ C.I.=0.000015ǴC.R.=0.000025Ǵࣣλ܄ҁȩȐ0.276679ȑ>Ȩ۫ᎎ၌ȩȐ0.231167ȑǶҁᄬय़ϐठ ಄ӝठ܄Ƕ
рл ௨ׇ܄߄ 10 ᆄ୍ܺᄬय़ϐຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ቹៜᄬय़ ᡏख़ ख़ा 1 0.492154 ڀว౻ၩ 1 ᎎ၌ 0.231167 3۫ 2 3 ඵૈҁ 0.276679 2 λmax=3.000029 C.I.= 0.000015 C.R.= 0.000025
زၗٰྍǺҁࣴ 4.3 ᡏख़่݀ϩ
ӧӚঁᄬय़ΠीᆉрӚྗ߾ϐኧКख़ࡕǴሡӆຑӧᡏύǴӚྗ߾܌ж߄ϐख़Ǵၸीᆉᆕӝख़Ǵ ϐ่݀ϩǴ٠٩Ᏽϖሡ܄௨ׇ่݀ǶਥᏵॊཥ႟୧ᔕߡճ۫фૈ܄ख़ाޑёҔٰКၨӧӚᄬय़Πྗ߾ ௨ׇǴϩ่݀ᇥܴӵΠǺ܄ᄬय़ϷΜΖྗ߾ϐख़ाঁ ϐᡏख़่݀ϩሡ܄߄ 11 ཥ႟୧ᔕߡճ۫фૈ ௨ׇ܄ԛ ᄬय़ ຑྗ߾ ᡏख़ ख़ा ᗺኧᙯᜄǵਈᜄ 0.026767 12 իඤ 0.085239 4 1 ᔕᗺኧ ߎ 0.182265 1ܢש ᗺБԄ 0.062653 5 ่ਔёӕਔಕᑈᗺኧ 0.144604 2 2 ՉЍб Ѝбжԏ 0.049468 7 ᓯॶфૈ 0.045122 9ޑ႟ӸȩפȨ ᓬඁኞ 0.061177 6 ܜዛ 0.046761 8 3 ឦᓬඁ ज़ਔߦᎍ 0.109968 3 ၸඔࠔచዸ၌ᓬඁ 0.016994 17 10 0.042745 ڀว౻ၩ ᆄ୍ܺ ۫ᎎ၌ 0.020077 14 4 ඵૈҁ 0.024030 13 11 0.035275 ڗၠ۫ሦ იᖼሽ 0.019914 15 5 Ⴃ୧ 16 0.018943 ڗႣ୧ࠔёϩԛሦ Ⴃ୧ࠔϩ٦ᙯᜄ 0.007996 18
زၗٰྍǺҁࣴ ϖεӢޑǴၨख़ຎሡ܄ཥ႟୧ᔕߡճ۫фૈܭჹޣԖຑྗ߾ϐϩ่݀ύǴว܌җ߄11ύ ߎȩȐ0.1823ȑ>Ȩ่ਔёӕਔಕᑈᗺኧȩȐ0.1446ȑ>Ȩज़ਔߦᎍȩȐ0.1100ȑ>ȨիඤȩȐ0.0852ȑܢשન٩ׇࣁǺȨ ϖεӢન٩ׇࣁǺȨ۫ᎎ၌ȩȐ0.0427ȑ>ȨიᖼሽȩȐ0.0199ȑ>Ȩज़ਔߦޑȨᗺБԄȩȐ0.0627ȑǹၨόख़ຎ< ȩȐ0.0189ȑ>Ȩၸඔࠔచዸ၌ᓬඁȩȐ0.0170ȑ>ȨႣ୧ࠔϩ٦ᙯᜄȩȐ0.0080ȑǶڗᎍႣ୧ࠔёϩԛሦ
рм 5.่ፕᆶࡌ ፕ่زࣴ 5.1 ႟୧ᆶܺޑҗൂપޣᝡݾВᐟਗ਼Ǵೱᙹߡճ۫ޑׯᡂǴ႟୧ޑጲࠁวϷࠠᄊޑᒿႝη୍ ޑ࠼៝ىAPPǴаӚᅿфૈᅈ ޑࣁЬሡޣኳԄǴраޑᕇճኳԄᙯࣁаεኧᏵϷჴӝࣁЬ୍ Ƕሡ ፓڔୢޑ٬Ҕϩቫભำׇݤزख़ाำࡋ௨ׇǴҁࣴޑሡ܄ཥ႟୧ᔕߡճ۫фૈܭჹޣࣁΑ ᇥܴӵΠǺ௨ׇǴ܄ख़ाޑሡ܄фૈۓ،ԋჹКၨǴаٿٿǴՉ ԋޑΜϖՏৎॺՉӢન໔ޑϖᄬय़ϷΜΖྗ߾યΕǶҗ಄ӝၗޑሡ܄ǵஒཥ႟୧ᔕߡճ۫фૈ ςၲཥ႟୧ᔕߡճ۫фޕ಄ӝ C.I.ʀ0.1 Ϸ C.R.ʀ0.1ǴҗԜё่֡݀܄ठځӣԏࡕǴᡍڔჹКၨǶୢ фૈࡰǶޑϯسǵ܄ӝሡ܄ૈ ܄߾ϐᡏख़่݀ϩǴ٠٩Ᏽຑᒧϖঁᄬय़ϷӚྗ߾ख़ाྗሡ܄ΒǵਥᏵ߄ 11 ཥ႟୧ᔕߡճ۫фૈ ௨ׇǴϩ่݀ᇥܴӵΠǺ ჴᡏຠરᗺБԄǴஒჴޑׯᡂޣࢂߡճ۫ޑᔕᗺኧࡰޑᒏ܌ϖঁᄬय़аᔕᗺኧനࣁख़ाǴ.1 ᗺѸޑಕᑈǴа۳ޑΠၩ APP ԋࣁࡕՉᗺኧޣᔕᗺኧǴႴᓰޑᗺኧᙯࣁ APP ϣޑᡏ ǴԶӧѝाϡ൩ૈಕᑈᗺǴᗺኧයज़ΨၨߏǴёၠᔞයڋज़ޑᗺኧǴЪԖᔞයډᅈᚐωૈள ǴԶᔕᗺኧ൩ႽࢂӸӧ APPޑߎܢשჴᡏຠરᗺኧࢂόૈҔٰޑߎࣁനख़ाǴܢשύаځ٬ҔǶ ߎᚐǹիඤࣁԛख़ाǴᗺኧନΑёаիඤ႟ޑܢשᒧགྷाޣǴёаᡣڋज़ޑȨߎȩǴѺઇа۳ޑ္ ԖਏޑৎႝౢࠔǴᔕᗺኧ܈ࠔޑයрज़ໆǵᐱৎۓόޣ१ǵǵВҔࠔϐѦǴߡճ۫ ଞૈ׳ΨޣߞҔьआճǴߡճ۫܈ٚำޜৎႝౢࠔǵૐޑଯൂሽډԖᐒૈඤ׳ޣයज़ၨߏǴ ჹόӕ࠼ဂόӕޑՉᎍǶ ӕਔǴόѸӆӭ໒௴చዸޑՉЍбᄬय़ύǴа่ਔёӕਔಕᑈᗺኧࣁനख़ाǴ٬ҔՉЍббී.2 ٬ҔᡏᡍǶޑֹޣൔЋᐒဦዸǴӵԜٰǴёа่࣪ਔ໔Ǵ๏܈ ᕉǴਥᏵޑቶಔӝύܭՉᎍЋݤǴឦޑឦᓬඁᄬय़ύǴаज़ਔߦᎍࣁനख़ाǴߦᎍࢂᅿதҔ.3 ᖼޑೲזၨ୍ܺ܈ౢࠔۓᎍǴჹࢌ܈ޣᐟڈ፦Ǵૈ܄อයܭကǴߦᎍࢲӭឦۓKotlerȐ2000ȑ ᓬඁࢲǴёаԋৡ౦ϯǴᎦ៝࠼۸၈ǴᝩԶុٰ۫ǶޑኧໆǶଞჹޑӭ׳ᖼວ܈ວ ࡹډѝाӃޣࣁനख़ाǴࡹ۬ࣁៜᔈૈ෧ᅹǴᆄว౻ӭԃǴڀᆄ୍ܺᄬय़ύǴаว౻ၩ.4 ႝηว౻ύዛਔǴዛߎԾޑۓǴ҂ٰऩࢂۓڀǴջёֹԋว౻ၩۓAPP ϣ ډҙፎЋᐒచዸǴӆ ว܂ჴᡏᏵᗺሦዛǴΨόޑۓࡰډคሡᒃԾ׳ޣਔ໔ǴޑߎᑼЊǴନΑёа࣪Πჹዛޑۓ༊Εࡰ ౻ၻයբቲǶ ೖኬҁԖᜢǴҁԛፓڙፓ่݀ǴёૈᆶޑǴ೭ࢂрЯཀϐѦޑനόख़ຎޣႣ୧ᄬय़ࢂϖεᄬय़ύ.5 ྃ 39-30 ޑᆒܴғࢲኧᏵǴȨຬભҔЊаଓޑǴਥᏵӄৎ 2018 ԃϦѲྃ 30-21 ܭԃសӭύޣೖڙ ၮҔ APP ೀӚᅿғܭࡋၨଯǴଯࡋһᒘЋᐒǴ๓ڙౢࠔௗמғࢲεӭᕷԆǴჹཥࣽޑǴдॺےࣁε Ⴃ୧ࠔѝૈޑࣁനख़ाǴа۳ڗКၨଯǶȩǶӧႣ୧ᄬय़ύǴаၠ۫ሦޑՉЍбکࢲᅥ٣Ǵ٬Ҕᆛᖼ ภᗺǴޑޣǴှ،ڋ݆ज़ޑǴЪёૈᒪѨᖼວܴǴԜфૈׯ๓ΑࣁΓ၎ੰڗ߳ज़ӧӕ໔ߐѱሦ ε൯ගϲޣޑߡճ܄Ƕ ࡌزࣴ 5.2 Ϸ࣬ᜢޣϩǴԖаΠࡌ๏ߡճ่۫݀زǴਥᏵჴࣴሡ܄ࡌᄬཥ႟୧ᔕߡճ۫фૈ܌زҁࣴ ౢޣǺ )р៝࠼۸၈ࡋीฝ) ݙख़ᙑ࠼ЊǴ׳७ǴӢԜҾᔈ၀ 5 ޑԋҁࢂߥ੮ঁԴ࠼ЊԋҁޑࡋрวǴ໒วঁཥ࠼ЊفޑаᆅᏢ ճዎޑᗺኧٰගϲ៝࠼ᗹࡋǴԶਥᏵ 80/20 ݤ߾Ǵ80%ܫࢂаวޣߡճ۫ޑᑈཱུӦᆶᙑ࠼ЊϕǶϞ ϩڗߎǴ٠௦ޑр 20%פёаၸεኧᏵϩǴޣǴࡌߡճ۫ޑᜢᗖബޑࢂҗ 20% рн ճዎǴࣗޑ۸၈ࡋǴٰόᘐӣᖼޑଯ׳࠼ᜢ߯Ǵόѝૈගϲ៝ޑ ࡋǴᎦ۸ჴ៝࠼Ǵִ๓ᔼᆶ VIPڋભ ӭወӧ࠼ЊǶ׳ቹៜΚǴ֎ЇޑԿᗋૈวචαՉᎍ (Β)วՉЍб ፓǴΟঁДϣම٬ҔՉޣΠъԃՉЍб 2019 ޑȐMICȑ܌زኧՏਔжٰᖏǴਥᏵၗౢൔࣴ Ǵ2020)Ƕ܌زԋߏԿ 2019 ԃ 69.4%(ၗౢൔࣴ%57.3 ޑȨᑈཱུҔЊȩӧ 2019 ԃଯೲ㑱ϲǴவ 2018 ԃޑЍб ֹޣՉЍбǴ๏ޑԖ܌วՉЍбǴӝጕޑᔈ၀ᑈཱུޣжჴᡏરჾǴߡճ۫ڗ҂ٰႝηҬܰஒ ਔжǶȩޑᇥǺȨ҂ٰǴёૈࢂჴჾคৡձЍб܌௲؇ύسᡏᡍǴӵӕ୯ҥᆵεᏢߎޑ (Ο)วӅғ Ԗ܌ޑಞᄍǵ഻ӳǴҾѸӝიᄡΠޑӄᇮޣǴӵ݀གྷΑှޑόёૈѝࢂ໔۫ޣ Ǵ୍ܺޑǵՉЍбޑǶԶҞѤεߡճ۫ԖрԾρғࢲሡޑӭϡىࢂ౦่࿉Ǵᅈ܈٣ᡏ ࠼ᇙϯૻ৲Ƕޑᆒྗ׳ǵᙚ܄ǴᙖҗεኧᏵٰϩ៝࠼سޑᄊǴࡌᄬၠᄊޑ׆ఈૈӝόӕ ࡌزϷࡕុࣴڋज़زࣴ 5.3 БޣزϐೀǴӢԜගраΠࡌǴёࣁࡕុࣴىਔ໔ӢનǴϝԖӭόزΓΓࢴǵࣴঁܭज़ڙزҁࣴ ӛϐୖԵǶ ڋज़زǵࣴ ڋೖჹຝᆶጄൎϐज़ڙ() ჹຝǴ٠ؒԖх֖٬زբࣁࣴޣޑД٬ҔΟԛаϷԃаᔕߡճ۫ঁፓჹຝଞჹزҁࣴ Ҕ҂ᅈԃޑޣǴЪόӕޑᙍǵԃសǵ܄ձёૈԖόӕಞᄍǶ ڋϐज़ڀπزΒ)ࣴ) Ƕ܄ЬᢀཀቹៜǴԶቹៜ่݀ჴޣೖڙډڙǴёૈڀπز٬Ҕ AHP բࣁࣴزҁԛࣴ ڋΟ)ཥфૈϐज़) ӵࡹ۬рαٯύǴزфૈ٠҂х֖ӧҁԛࣴޑཥࣁ 2020 ԃ 2 ДǴࡕុཥቚу׳фૈനࡕسޑύزҁࣴ αǶڗߐѱሦډచዸǴڗளڗȩǴᒡΕၗૻࡕǴջёڗȨαሦޑ ᆛᖼࡕǴѤεຬࣣёၸ APP ࡌزΒǵࡕុࣴ ჹຝϐᘉز)ࣴ) ǴӕਔଞჹޣޑࢂӚߡճ۫܈ޣޑӵ٬ҔԃаΠٯჹຝǴزдࣴځ՜Կۯஒኬҁޣزࡌࡕុࣴ ᔈБКၨǶٮ܈ޣޑձ܄όӕᙍǵԃសǵ (Β)วཥфૈ ཥфૈǴޑډ҂གྷۘޣीࡘԵБݤวߡճ۫ޑӝ୍ܺബཥǴ٠٬ҔขᗺიᡏݤǵЈඵკႽݤ่ ԵǶୖޣ๏ٮǴග܄࣬ჹख़ाځ٠а AHP ᡍ ࢎᄬϷࡰख़ॶǶزБݤǴமϯҁࣴزࣴޑΟ)ၮҔόӕ) ᆶҁԛ่݀ՉКၨǶǴڀд،πځၮҔϩቫભำׇݤीᆉрӚྗ߾ख़Ǵࡌ҂ٰёճҔزҁࣴ
ୖԵЎ ǵύЎϩ /Ծ https://www.okmart.com.tw/event/OKmallڗOK ߡճ۫(2019)Ƕ Ƕ୯ҥύѧεᏢଯ໘ЬᆅҾᆅᅺγٯࡷᏯᆶᐒˇаӄৎߡճ۫ࣁޑԢߙપȐ2018ȑǶO2O ኳԄჹߡճ۫ Ծ https://hdl.handle.net/11296/fqnf94ڗᅺγፕЎǴਲ༜ᑜǶ ԾڗՉࡹଣЬीೀȐ2016 ȑǶύύ ҇ ୯ Չ ྗ ϩ ᜪ Ȑ ಃ Μ ԛ অ ु ȑǶᆵчѱǺՉࡹଣЬीೀǶ https://www.dgbas.gov.tw/public/Attachment/51230162221KI9NIEKP.pdf ᅺγǴسǶ୯ҥᆵчεᏢҾᆅٯаଚᜪ፤۫ࣁ-زࡌቺȐ2018ȑǶཥཥ႟୧ԋфᜢᗖӢનᆶ௦Ҕ،ϐࣴ ᆵчѱǶ ро ԾڗΑှȨཥ႟୧ȩ༏ǻǶࠖࠖ Օ ຑ ፕ Ƕޑᑣ( ҇ 106 ԃ 10 Д ) ǶѠǴգ݅ https://www.hbrtaiwan.com/article_content_AR0007501.html ԾǺڗൔ Ƕ ز ଣ ཥ ႟ ୧ ࣴ ز ଣ(2017) Ƕ C ਔ ж ཥ ႟ ୧ - ߓ ٚ ࣴزߓٚࣴ http://i.aliresearch.com/img/20170309/20170309184651.pdfǶ Ծ https://www.stockfeel.com.tw/ϖεᡂॠ 1ǺઇှڗȨཥ႟୧ȩǶޑжႝη୍ڗߝ(2016)Ƕϖεᡂॠ(1)Ǻઇှջஒ /Ȩཥ႟୧ȩޑжႝη୍ڗջஒ Ƕ୯ҥࡹݯεᏢᔼᆅᅺγᏢำ(EMBA)ǴᆵчѱǶزᅴரȐ2017ȑǶεεഌӦߡճ႟୧۫ՉᎍኳԄࣴ Ծ https://reurl.cc/b6bDEyڗ(2018)Ƕ107 ԃԖЋᐒ҇ኧՏᐒፓൔǶہ୯ৎว ଣǵߓٚЃЃი႟୧٣زஞᛄЎ(2017)Ƕ୍ܺख़ᄬཥ႟୧ȋȋߓٚЃЃ୍ܺғᄊқҜਜ 2017Ƕߓٚࣴ Ծ https://i.aliresearch.com/img/20170728/20170728175543.pdfڗȐচৎ٣ȑǶ MBA ᏢՏᏢำ)ǴᆵчѱǶ)܌ز◔Ȑ2018ȑǶཥཥ႟୧ኳԄϐঁਢϩǶ୯ҥࡹݯεᏢҾᆅࣴ ᅺγፕЎǴଯ܌زǶ୯ҥଯᓓਓεᏢᓓਓᆅࣴز٬ҔՉᔈҔำԄϐჴࣴޣۘ㔘Ȑ2015ȑǶೱೱᙹᓓ Ծ https://hdl.handle.net/11296/q23br2ڗѱǶ Ƕހ App ༾ࠠᔈҔำԄǶᖄᖄӝൔǴA3 ڂ൹ችܴȐ2011 ԃ 8 Д 22 ВȑǶཥᆪᜏ Ծ https://udn.com/news/indexڗ୧ǶᖄӝႝηൔǶמԃ 2 Д 13 В)Ƕӄৎ҂ٰΟԃԭሹၗҁ уೲᙯࠠࣽ 2019)ڻЎ ǴᆵύѱǶس☰఼Ȑ2016ȑǶࠔࠔจ APP ᆶ٣ҹՉᎍҬϕբҔϐǶҘεᏢҾᆅᏢ Ƕ୯ҥࡹݯεᏢᔼᆅᅺγᏢำ(EMBA)Ǵٯȋа C ϦљࣁزඵసȐ2018ȑǶ႟႟୧ጕጕΠᔼኳԄӝϐࣴླྀ ᆵчѱǶ ୯ B2C ᆛၡ۫ᔼݩࣴൔǶ105 ԃࡋႝη୍ᆄബཥᔈҔᆶ୷ᘵᕉნࡌीฝךךᔮљ(2016)Ƕ (ጓဦǺIII1051-P404-012)Ǵ҂рހǶ ԾڗᔮीೀȐ2019 ȑǶ ᔮ ༈ ཷ ݩ ( ᚒ Ǻ ႟ ୧ ว ݩ ᆶ ሞ К ၨ ) Ƕ https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=23&html=1&menu_id=10212&bull_id=6124Ƕ زஙଆύᆛᖼ APP ௨ӜрǶၗౢൔࣴٯӈΒȝЋᐒΠൂКسǶȜᆛᖼፓ(2019)܌زၗౢൔࣴ Ծ https://mic.iii.org.tw/news.aspx?id=517&List=30ڗǶ܌ ԾڗȐ2020ȑǶȜՉЍбεፓȝՉЍбҔЊၲϤԋ നத٬ҔБਢᆶୱε௨ӜǶ܌زၗౢൔࣴ https://mic.iii.org.tw/news.aspx?id=551 ႝηว౻ჴࡼբाᗺ(҇୯ 108 ԃ 01 Д 09 В)Ƕ ԾڗቅᚚྼȐ2019 ԃ 7 Д 31 ВȑǶᔮว࠶ ӄৎँઇίଅᔼԏၻ 35ʘǶύύਔႝηൔǶ https://www.chinatimes.com/?chdtv ᙁᅼȐ2008ȑǶ،،ϩᆶᆅǶᆵчѱǺᚈယਜ൴Ƕ ΒǵमЎϩ Abbott, L. (1955). Quality and competition: An essay in economic theory. New York: Columbia University Press. Islam, R., Islam, R., & Mazumder, T. (2010). Mobile application and its global impact. International Journal of Engineering & Technology (IJEST), 10(6), 72-78. Kao, C.-C., Liu, C.-H., Lu, Y.-M., & Hsieh, C.-F. (2019). Key Success Factors Analysis of Integration of O2O into 7-Eleven Convenient Store. Paper presented at the International Conference on Human-Computer Interaction. Kotler, P. (2000). Administração de marketing: Prentice Hall. Osborn, A. (2013). Applied Imagination-Principles and Procedures of Creative Writing: Read Books Ltd. Saaty, T. L. (1971). How to Make a Decision: the Analytic Hierarchy Process. European Journal of Operational Research, 40, 9-10. Saaty, T. L. (1980). The analytical hierarchy process, planning, priority. Resource allocation. RWS publications, USA. Saaty, T. L. (1986). Axiomatic foundation of the analytic hierarchy process. Management science, 32(7), 841-855. рп १Ҕݨᇙᒧ೯ၡᜢᗖӢનϐ، Critical factors of distributors selection for cooking oil manufacturers էሎ۸ 1 ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ጰࣔ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ҇ғπǴՠᒿ୯ΓޑݨિǴ१ҔݨિࣁᐕўΦޑےݨࢂ୯ϣനεل୯Γ१ಞᄍӢનǴεܭҗ уᙣǴԶჹ୯ϣݨિᇙ׳ᒧ൩ޑϷݨࠔ१ӼቹៜǴჹ१ҔݨۺғࢲࠠᄊׯᡂѦ१ΓαቚуǴ଼ந१ᢀ ख़ຎ೯ၡᒧǴ೯ၡᒧஒࢂεᜢᗖǶ׳ౢࠔޑيౢғፂᔐǴᡣݨિᇙჹԾ ຑྗ߾Ǵޑᕴ่݀ࡕǴࡌҥᒧ೯ၡ،ᜢᗖӢન༼ڔၸᇆᆶ༼࣬ᜢЎǴՉৎୢزҁࣴ ٮշ٠ගڐኳԄǴ،ޑԖਏڀՉϩǴᡍрёՉЪ่݀ڔࢎᄬǴനࡕၮҔAHPݤٰჹ၀ౢৎୢځۓԶዴ ೯ၡ،ᜢᗖӢનǶޑᒧрനӝޣ، Ѥঁຑᄬय़ȨԋҁȩǵȨᆅޑ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનǴຑࢎᄬύޕБݤளزҗॊࣴ ٩ׇࣁǺԋҁǵѱǵᆅǵ୍ܺϐᄬय़Ƕ܄ख़ाځȩǵȨѱȩǵȨ୍ܺȩǴ٩ ϖ٩ׇࣁǺߦᎍǵաߎǴुൂᆅǵޑ௨ׇǴനख़ा܄ख़ाځΜϖຑྗ߾Ǵ٩ޑᒧ೯ၡࢎᄬύ ౢࠔᎍ୧ၗૻǶٮߐѱӦᗺǴග ݨǵ ೯ၡᒧǵϩቫભำׇݤلᜢᗖຒǺε KeywordsǺSoybean OilǵDistributor SelectionǵAnalytical Hierarchy Process (AHP)
1.ᆣፕ ङඳزࣴ 1.1
१ҔޑـݨǴനதނݨϷނᄊǶᅿᜪёϩࣁǺڰ܈࠻ྕύևనᄊܭҔǴొٮᆀ१ݨࢂપϯࡕ܈१Ҕݨ ݨǵلᕇளǶхࡴғݨǵᐌݨǵऄݨǵဗऄݨǵεڗ܈ᅿηၸᓸᄧޑނݨǴ೯தҔݨբނݨࢂ ௗೱวғࢥѪણǵޗݨǵᚊݨǵങݨǶ(ᆢ୷ԭࣽ) ߈൳ԃٰǴᆵطݨ߾хࡴݨǵങނഞݨලᚿݨǶ १ӼᆅୢᚒǴӕਔޑౢࠔᔠᡍډࢥᐘણǵ༟ϯᏊϷЈݨख़ε१Ӽ٣ҹǴόсᡉ୯ϣ१ࠔவғౢᇙၸำ १ӼୢᚒΨԋࣁ҇നᜢЈޑ҇ғୢᚒ(Չࡹଣཥᆪኞೀ)Ƕ ݨિǴВத१ҔݨǴނޑڗύගلݨǴࢂவلӭࣁεޣـݨǵதلݨȐमᇟǺSoybean oilȑΞᆀلε િެለǴӢӧΓᡏϣکFȑǴ߯ӭϡόႫڮѸሡિެለȐ೯ᆀᆢдޑݨ֖ԖᙦلݨȑǶεلȐаΠᙁᆀε Ƕ܄ख़ाޑჹ଼நځޕ፦ǴёނӃ០ޑ(ǴԶᆀࣁѸሡિެለǴ೭ࣁӈဏનȐPGǴࣁᡏϣລᆾނԾ१ڗคݤԶѸ ޑനངǴΞፓଛ֎ݨໆϿȐࣁද೯ొፓݨޑޣݨЬाа१ҔࣁЬǴӵǺొҔݨǴѬҭࣁન१لε १ࠔуπǴӵǺΓѪݨǵܭݨΨҔلǹε%70ޑݨᕴلݺҔݨǴໆऊэεྞޑъȑԶόݨᛈ ݨၸуπёԋࣁݨᏀǵӝԋلπϷᙴᛰҔǶӧπБय़ǴεܭݨΨҔلᙵ१ࠔǶќѦǴε фਏǶޑᎇǵٛݯЈՈᆅੰڰనᡏᐯǶӧᙴᛰБय़ǴݨԖफ़եՈనᖌکᐋિǵ༡ǵዎྖݨ ΟԋǴӕਔΨࢂӄౚޑݨౢໆނݨǴऊ՞ᡏނޑౢໆനᙦǵനࣁ༹ሽǵЪҔໆനεޑݨلε යҬܰᐕўΦǴࢂШࣚಃϤεၭౢࠔයǶҞځයࠔᅿǴޑ१ҔݨǶӧ୯ሞǴݨࢂঁԋዕޑനε NCDEX)Ǵ)܌CBOT)ǵӑࡋ୯ৎࠔϷ़ғࠔҬܰ)܌ԖуঢයҬܰ܌ҬܰޑݨයҬܰلШࣚԖε 1950ԃ7ДനԐрΑݨයӝऊǴ٠ӧ1987ԃрΑݨܭύаCBOTځǶ…܌аϷύ୯εೱࠔҬܰ යӝऊǴࢂԿϞനԋфޑѱǶ рр ჴҔಞᄍόޑ܄ᅿᜪӭǴуӦୱޑݨނݨғౢ୯ࣁǺऍ୯ǵЃՋǵϷኻ࿉ǶӢࣁلӄౚΟεЬाε εǶޑણٰل۳۳ቹៜΚόӵሡޑلݨჹلдၭౢࠔܴᡉǶЪεځඹжࠔբҔၨޑݨلӕǴ٬ளε ޑણلݨதຎࣁلऊࣁ3Ǻ2ǴӢԜεٯКޑݨӕਔౢғǴόၸሽॶلણϷεلၸำύǴޑԶӧᓸᄧ (ݨሽᕇளЍኖǹեሽ१Ҕݨ(ӵǺලᚿݨྲྀηݨلᔈǴஒ٬ளεٮୋౢࠔǶଯሽ१Ҕݨ(ӵǺဗݨ)ऩ෧Ͽ ݨሽǶلऩቚౢǴஒΠε ҇ғπǴ߈ኧΜԃٰӧ୯ϣ१ࠔۚόё۹ຎӦՏǴޑ୯Γ१ಞᄍӢનǴ१ҔݨિࣁᐕўΦܭҗ ݨિԋҁଯǴ٬ளޑౢᇙ܌ԋҁ۳۳ၨ୯Ѧݨિচғౢ୯ځǴচӭһᒘαǴڋӦచҹϷংӢનज़ڙԶ ϣሡࠠౢǴ103ԃԿ107ԃ१ҔݨᇙϣѦᎍКख़Ǻϣᎍܭ୯ౢݨિѦᎍલЮᝡݾΚǴౢᎍаϣሡѱࣁЬǴឦ ՞Кࣁ93.52%Կ96.20%ǴѦᎍ՞Кࣁ3.80%१ҔݨᇙϣѦᎍКख़Ǻϣᎍ՞Кࣁ93.52%Կ96.20%ǴѦᎍ՞Кࣁ 3.80%1Կ6.48% (ӵ߄1-1) ༈ំ߄و୯१ҔݨᇙϣѦᎍКख़ך ߄ 1-1
Ҟ/ԃࡋ 103 ԃ 104 ԃ 105 ԃ 106 ԃ 107 ԃ
ϣᎍॶКख़ 93.52 94.54 94.24 96.20 95.17 ѦᎍॶКख़ 6.48 5.46 5.76 3.80 4.83
ၗٰྍǺᔮπғౢीᅶၗ ځԖලᚿݨǵྲྀηݨǵဗݨǵᐌݨǹޣݨǵݨǵғݨǵഞݨǴαࣁЬلԖεޣ୯ౢࣁЬ ۺݨિǴ՞ӄ୯ݨિѱೕኳъа(ӵ߄1-2)Ƕ2012ԃࡕǴᒿ୯Γ଼ந१ཀᢀޑےݨࢂ୯ϣനεلύε 2014ԃ໔୯ϣᛈวӭଆӍ፦ݨࠔ१Ӽ٣~2013ډڙԛځǴᓐϷᇸ१ЬကᑫଆӢનǴԶቹៜᓓҔݨϐሡܩ ୯ౢݨિౢࠔॄय़ӑຝϝ҂ֹӄନǴӢԜ٬ள୯ϣҽ҇ុᙯ۳୯ѦαᐌݨܭҹቹៜǴ୯Γჹ (ଣౢၗزݨિౢࠔǴԶჹ୯ϣݨિᇙౢғፂᔐǶ(Ѡᔮࣴ ༈ំ߄و୯१ҔݨિᇙЬाౢࠔᎍ୧ॶКख़ך ߄ 1-2 ࠔ/ԃࡋ 103 ԃ 104 ԃ 105 ԃ 106 ԃ 107 ԃ
ݨ(֖ݨ)ख़ 50.38 53.31 52.90 52.20 51.29ل
ᇙࠔख़ 49.62 46.69 47.10 47.80 48.71ځд१ҔݨિϷځ
ၗٰྍǺᔮπғౢीᅶၗ
ǵҔᐒఓഢᇙǵੇࢩᘕၮᒡǶΠށਭǵ੬ނǺၭբޣ๏ٮѠݨિౢεठёϩࣁෞ ǺᓓǵຬભѱǵೱޣǺᓓǵຬભѱǵೱᙹԄߡഢᇙǵੇࢩᘕၮᒡǶΠෞሡޣෞሡ ୯ܭज़ڙǴՠلݨҁౢЬाᎍ୧ౢࠔǴЬाচࢂلεܭᙹԄߡճ۫ǵ႟୧Ԅໆೡ۫ǵঁΓৎǶҗ ӆޣஒౢࠔচၮԿᇙቷǴޣᅿೕኳϼλЪᅿԋҁϼଯǴ൳Яӄவ୯ѦαǴӆҗ୯ϣၮلϣ ႟୧Ԅໆೡ۫Չೡ୧уکݨၮଌԿӚεԭ೯ၡǴҗຬભѱǵೱᙹԄߡճ۫لளচεڗ܌ஒ ၸำϐচǶނᓓᇙբ१܈ΓৎొҔঁٮπࡕϐԋࠔǴග ᐒزࣴ 1.2
ݨނᇙԋҁǴဗݨǵලᚿݨǵᐌݨޑޣ෧ᇸܭαᜢิफ़եԖշޑނуΕWTOࡕǴݨિচ αᜢิफ़ե٬ளαኧໆቚуǴஒуೲҐϩ୯ϣѱǴԶჹ୯ϣݨિᇙౢғፂᔐǴ೯ၡᒧஒࢂεᜢᗖǶ Ǵݨિᇙޣ१ҔݨᅿᜪᕷӭǴΞӢ୯ΓғࢲࠠᄊׯᡂѦ१ΓαቚуǴ१ࠔуπϷᓓ൩ԋࣁനεሡ ᐒϐǶزౢࠔᎍ୧рѐǴ௴วҁࣴޑౢрעӵՖ ୯ౢݨિౢࠔߞЈܭǴуኧଆ१ࠔӼӄ٣ҹǴԋ୯Γჹۺᒿ୯ΓϿᡶǵϿݨǵϿᑗ଼ந१ᢀ ᐒϐΒǶزख़ຎ೯ၡᒧǴЇวҁࣴ׳ౢࠔޑيуᙣǴᡣݨિᇙჹԾ׳ᒧ൩ޑΠफ़Ǵჹ१Ҕݨ ᔕ೯ၡǴݨિᇙाӵՖӧ೭ӭޑӧՉډჴᡏ೯ၡޑՉࣁǴவޑᑫଆٰΑཥޑᆛሞᆛၡ ᐒϐΟǶزՉᎍ೯ၡǴ՞ԖৢϐӦǴ௴วҁࣴޑϡϯ рс ޑҞزࣴ 1.3
ǴၮҔϩቫભำׇݤ(Analytic HierarchyڔၸЎϷৎୢزङඳᆶᐒǴҁࣴزਥᏵॊϐࣴ ӵΠǺޑҞزProcessǴAHP)Ǵࡌᄬӧ१Ҕݨિᇙ೯ၡᒧቹៜӢનǴᘜયҁࣴ рቹៜᇙᒧ೯ၡᜢᗖ،ϐᄬय़ϷЬפ٩Ᏽ१Ҕݨિౢቫय़፦ǴՉౢϩǴӆਥᏵЎ.1 ाӢનǶ ࡌҥ१Ҕݨિᇙ೯ၡᒧቫભࢎᄬǶ.2 ϐख़ᜢ߯Ƕ܄ၮҔAHPݤीᆉрӚຑྗ߾όӕख़ा.3 १Ҕݨિᇙ೯ၡᒧϐᔼౣǶٮǴගр่ፕᆶࡌǴаග่݀زଞჹࣴ.4 ࢬำزࣴ 1.4 ᆶኧᏵख़ϩᘜયޑԋჹКၨǴࡌᄬԋჹКၨંତǴᙖҗၗٿٿ߾௦Ҕϩቫભำׇݤբزҁࣴ ҢǶ܌ ࢬำӵკ 1-1زԵǶҁࣴୖޣϐࡌ๏،ٮǴගр೯ၡᒧ،ϐࢎᄬǴග
ࢬำკزკ 1-1 ࣴ
рт 2.Ў 2.1 Չᎍ೯ၡ
ᕉნύǴޑᚒǶ߈൳ԃٰǴӧᝡݾᐟਗ਼ޑࢂঁΜϩख़ाقҾᇙԶܭՉᎍ೯ၡჹޑӵՖᒧനӝ ӭኬϯǵՉᎍ೯ၡϐᡂϯِೲӢનϐቹៜǴӵՖᒧന٫೯ၡ៳ฅςԋࣁҾќౣԵໆϐᜢӢᔈሡ ᒍǴ܍ޑҾၨߏයډдќঁՉᎍ،ǴЪ،۳۳ੋځډௗቹៜޔ೯ၡ،೯தঁޑᗖǶฅԶǴҾ (ᚒǶKotler(1994ޑനයࣰޣวϷӧჹᔈౣǴౢғനεᝡݾᓬ༈ǴࢂޑၗྍύǴ๓Ҕ೯ၡޑӵՖӧԖज़ ԛኧǴх֖႟໘ǵ໘ǵޑၸำύᙯЋޑޣ٬Ҕ܈ޣډࢂ୍ܺǴவᇙ౽ᙯޣ܈ࢂஒౢࠔޑᇡࣁ೯ၡ่ᄬࡰ Β໘ϷΟ໘аޑ೯ၡǶӵΠკ2-1܌ҢǺ
(ၗٰྍ! Kotler(1994 ǵ႟໘೯ၡ
ҭᆀޔௗՉᎍ೯ၡǴᇙޔௗᎍ୧ౢࠔ๏ޣǴύ㠀ԖၸҺՖޑύ໔Ƕӵႝ၉ՉᎍǵႝຎՉᎍǵ ᆛၡՉᎍǵᇙԾᔼ႟୧۫Ƕ Βǵ໘೯ၡ
ௗӛᇙޔ႟୧۫೯தޑхࡴঁᎍ୧ύ໔ᐒᄬǶӧࠔѱǴԜύ໔ᐒᄬᆀࣁ႟୧Ƕӭεೕኳ ቷεໆǴฅࡕӆᙯ፤๏ޣǶ ΟǵΒ໘೯ၡ
೯ၡ่ޑޑـวǶ೭ࢂࠔѱύനதץکᎍ୧ύ໔ᐒᄬǶӧࠔѱǴϩձᆀϐࣁ႟୧ঁٿхࡴ ޑǶჹεϩޣวӆᙯ፤๏႟୧Ǵനࡕҗ႟୧ӆஒౢࠔ፤๏ץวǴௗץౢࠔ፤๏עᄬǴᇙӃ ࠔٰ ѤǵΟ໘೯ၡ
วǴӆ፤๏႟୧Ǵനץౢࠔၸж፤๏ޑ೯ၡǴᇙޑхࡴΟঁᎍ୧ύ໔ᐒᄬǶ೭ࢂᅿ໔ௗԄ ԖǶ٤ᇙቷӢࣁೕኳό܌ޑǶӧԜ೯ၡ่ᄬύжѝॄೢύϟວ፤Ǵж٠όᏱԖౢࠔޣࡕ፤๏ วௗࢳǶץکᎍ୧ი໗ǴӢԜᙖҗжॄೢᔅдॺѐޑၗߎёаᆢԾρޑεǴؒԖӭ 2.2 ೯ၡᒧाન
߾ጄൎǶၮҔϩྗޑ܄ᎍ୧ኳԄύǴϪޑ၀Ԗځԛჹځрૡယന٫ᎍ୧೯ၡǴפࣁ൨ޑҞزഋ࠶ᓄ(2014)ࣴ ҢǶ܌ϣӵ߄2-1ځᆛၡำׇݤ(ANP)Ǵౢғ೯ၡᎍ୧ྗ߾4εᄬय़11ྗ߾Ǵ
сй ߄ 2-1 ૡယᎍ୧ຑᒧྗ߾ϐӢનᄬय़
Ҟ ᄬय़ ྗ߾ ܄ᔈਔਏٮ
܄ᖼວߡճ ा 1
୍ܺᄊࡋ 4.5۫
ౢӦୱ܄ ࡌ܄ឦૡࠔ߄ቻ ሡ 2 ၭᛰූ੮
ࠔจޕӜࡋ 3 ࠔจឦ܄ ࠔจߞҺࡋ
ߦᎍࢲ
4 Չᎍޕ ёᡏᡍ܄
ౢࠔҔϟಏ (ၗٰྍǺഋ࠶ᓄ(2014 ϩቫભำׇݤຑᒧ೯ၡ 2-3 ǵϩቫભำׇݤ
ຑБݤǶᔈҔጄൎࡐቶ܄ӭឦޑว 1971 ܭSaaty ޣကAHP ፕᙁൂЪᏹբܰǴࢂᏢۓޑȐȑAHP ځղᘐǴჹޑቫભࢎᄬǴ٠ਥᏵໆϯޑቫભޑୢᚒǴᄬࡌόӕޑှ،εԶፄᚇޑسࢂԖޑҞޑݱǶAHP ว ǴભࢎقԶޣ،ܭᒱᇤǶჹޑှ،БਢǴ෧Ͽჴࡼ،ਔวғޑᆕӝߞ৲ǴᒧӝٮගޣՉᆕӝຑǴࣁ، ှ،БਢǶޑӝډפᓬӃׇຑᒧਔǴёаޑБਢډᡏݩǴੋϷޑှୢᚒܭᄬԖշ Ǵ೯ၸ! ኳԄ༼ᡏຑ่݀Ǵ܄ϩឦቫભ่ᄬޑϯس೯ၸܭᓬ༈ӧޑ Յ AHPޑȐΒȑAHP Ƕ܄ठک፦ໆޑӈᖐǴமϯ،ޑǴᗉխόֹ܄ᆕӝޑዴߥ،Եቾ ጄൎǴ௶ॊӵΠǺ1.،ᓬӃׇ2.ғԋಔکᜪࠠޑ1980рёၮҔAHPٰܭᔈҔyӧޑȐΟȑAHP .ന٫ϯ11.ೕჄ12.10ۓᛙس 9.ዴߥسၗྍϩଛ6.่݀Ⴃෳ7.ᕮਏຑ 8.ी.5 Бਢ3.ຑᒧന٫Бਢ4.ዴᇡሡ ှ،ҟ࣯ᆶፂँ13.॥ᓀຑ ΒǵЎ
дӢનځуΕۈਔং໒ޑӧᒧ१ҔݨޣғࢲНྗᒿϐගଯǴޑวǴ҇ޑঅ(2018) ᒿᔮۑ ѱޑନΑவচԖزᜢᗖ،ӢનǶҁࣴޑᖼວ१ҔݨޣϩБԄٰڔᙖҗୢزԵໆ٩ᏵǶҁࣴޑࣁᖼວ ࢎᄬǴ٠௦ҔቫભϩݤزᢀᗺٰࡌҥࣴޑޣᆶৎᏢޣǵ೯ၡޣᢀᗺϐѦǴќѦΨયΕΑݨિޑޣᆶ ᜢᗖ،Ӣનޑᖼວ१Ҕݨޣ೬ᡏǴගрȨޑϩڔीǴ٠ճҔExpert Choice 11ࣁୢڔAHP)ٰՉୢ) (5ᜢᗖ،ӢનࣁǺ(1)ౢӦٰྍ (2)Ϻฅ (3)চԋϩ (4)ᔠᡍ (5ޑᖼວ१ҔݨޣᡉҢǴ่݀زख़߄ȩǶࣴ ᇡӕᆶߞҺǶޑჹౢࠔޣౣБਢǴቚуޑё٩Ԝࣁ୷ᘵᔕр҅ዴޣᇙВයǴ ඓඝҞѱՉᎍ೯ڔੇѦՉᎍ೯ၡѱǴӵՖຑѱೕኳϷ่ᄬǴ௦ҔAHPୢܗᇳϡߪ(2018)ӧ ԛ٩ځҢǴӧѤεᄬय़ύȨ೯ၡ่ᄬȩനࣁख़ाǴزวϷғӸǶԜࣴޑၡ่ᄬٰගϲᔼਏǴԶዴߥҾ ԛ٩ׇȨዛ፞ځׇȨ೯ၡౣȩǵȨ೯ၡΚȩǵаϷȨѱӢનȩǹ12ঁࡰಒύǴаȨ೯ၡߏࡋȩനࣁख़ाǴ ΚȩǵȨѱወΚȩڋௗ೯ၡȩǵȨமޔΚȩǵȨ೯ၡቶࡋȩǵȨΚౣȩǵȨѱೕኳȩǵȨΚౣȩǵȨӝౣȩǵȨ аϷȨୖԵΚȩǶ
ск Бݤزࣴ.3 ࢎᄬزࣴ 3-1
ހ߃ભቫભࢎᄬǴ٠аԜुڋᜢᗖ،ӢનЎϐϣаϷՉৎೖፋޑଞჹ१Ҕݨિᇙ೯ၡزҁࣴ ຑᒧྗ߾ǴനޑᇡࣁКၨख़ाޣϩǴᑔᒧৎϷ،ڔፓǴӆճҔቺݤୢـཀޑڔҁჹӚৎՉቺݤୢ ϐᜢᗖ،ӢનǴӵՖ٬ౢࠔӧᐟਗ਼ѱሡޑࡕаAHPϩቫભำׇݤՉϩǹԶᡍ१Ҕݨિᇙ೯ၡ ٚำǶޑᡏճዎύബཥځΠǴёаճӧѱࢬ೯Ǵ٠ӧ
ࢎᄬკزკ 3-1 ࣴ (ቺݤ Delphi Method)ڔৎೖፋୢ 3-2
ᅿπޑБݤǴѬࢂႣෳ҂ٰޑᅿှ،ୢᚒޑගр܌ԃ 1948 ܭቺݤ(Delphi Method)ࢂҗऍ୯ើቺϦљ ΠǶȐ݅ਁࡾǴޗޑϞፄᚇϷᝡݾᐟਗ਼ܭǴςቶݱҔ،ޑղᘐǴаԋଯ፦ໆکـཀޑǴЬाࢂԏԋڀ 1992ǹᗶǴ2000ȑ ЬᢀυႣǶޑᆶሽॶղᘐǴӢԜǴᜤаᗉխঁΓޔǵޕޑޣೖڙᅿৎႣෳБݤǴ٩ܭቺݤࢂឦ ӅǴаԏࡘቶϐਏǴޑ่݀ᄄᆄǴ൨ޑޟႣෳǴ෧Ͽय़ჹय़ـόၸቺݤࢂԖਏӦᔈӭᅿᢀᗺǴᗉխୃ ᅿဂᡏ،БݤǶȐᗶǴ2000ȑޑӢԶԋࣁଯ໘،ϩᆶᔈҔύനቶݱ Ǵբـཀޑ࣮ݤǴനࡕӝৎޑගр܌ڔৎፓୢޑǴ೯ၸӭԛـБԄว߄ཀޑቺݤ௦ҔόӜ ᡯȐ݅ਁࡾǴ1992ȑǺፕǶቺݤԖϤঁჴࡼ่ޑࣁႣෳ 1.࣬ᜢЎޑୢᚒǶ ෳჹຝǶڙۓ،ୢᚒǴޑကۓଞჹ.2 ፓڔෳჹຝǴаόӜБԄՉ२ԛୢڙଌԿڔ٠ஒୢڔीୢ.3 Ƕ่݀ޑፓڔϩ२ԛୢ.4 ࣁЗǶ܄ठډၲڔୢډޔᡯ 3Ǵډෳဂᡏ่݀ࢂցठ࣬ӕǶӵ݀όठӣڙղᘐ.5 рᜢᗖ،ӢનǶפዴᇡቫભࢎᄬ.6 ѬӢનቹځՏৎόӢǴ٬܈БޑӜڗৎᡍᆶႣෳǴЪӢ௦ޑόӕڗၗྍճҔкҽǴ֎ځቺݤ٬ ёᗉխӢ׳ഢॊᗺǴЪᙁߡܰՉǴڀቺݤܭǶ҅җ܄ޑၲǴϷрനಖ่ፕـཀޑៜԶр࠼ᢀ ᡯǴ२ӃዴჴࡼޑᡏڀǶቺݤ܄࠼ᢀޑႣෳ،ځԖڀᄄੰǴکࢂᒿᖂߕ܈ৡ౦ԶౢғݾـፕਔӢཀ
сл :ᜢᗖӢનख़ǴࢬำკӵΠޑᔈٮрຑᒧפǴዴᇡቫભࢎᄬڔԛࣁࡷᒧৎǴԶीୢځᇡୢᚒǴ
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ڔीୢ
Ð
ڔวୢ
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٠ϩڔӣԏୢ
Ð
ց ࢂցठـৎཀ
Ð ࢂ
ዴᇡቫભࢎᄬ
рӢનख़פ ࢬำკزკ 3-2 ቺݤࣴ ԾՉޣزၗٰྍǺࣴ
(ϩቫભำׇݤ(AHP 3-3
Ԗӭڀୢᚒᆶ،ޑፄᚇܭϰൕεᏢ௲ Thomas L. Saaty ӧ 1971 ԃගрϩቫભำׇݤ(AHP)ǴЬाҔ ׳ߞ৲ǴӆՉຑᒧǴ٬ຑޑىкٮ࣬КၨБݤගٿٿϯǴᙖҗسୢᚒ،ޑፄᚇעୢᚒΠ،ޑຑྗ߾ ॥ᓀǶȐᙁᅼǴ2005ȑޑܰǴ٠फ़ե، ǵAHP ޑଷ
୷ҁଷǴхࡴΠӈΐǺȐᎅਁྍᆶම୯Ǵ1989ȑޑAHP Бݤ ቫભ่ᄬǶޑԋҽǴ٠ԋԶΠ܈ёаಒϩࣁӭᅿᜪس.1 Ƕ܄ቫભ่ᄬύǴाનࢂᐱҥঁ.2 ߾ՉຑǶྗޑाનǴҔቫભޑቫભϣঁ.3 ж๊ჹኧॶЁࡋǶڗЁࡋٯຑྗ߾КၨਔǴёஒК.4 ԋჹКၨࡕǴёԋ҅ॹॶંତೀǶ.5
см Ƕ܄ሀ౽ޑᓬӍᜢ߯ᆶமࡋᜢ߯ىǶх֖ᅈ܄ሀ౽ىӳᜢ߯ᅈୃ.6 ෳ၂Ƕޑำࡋ܄ӸӧǴӢનሡՉठ܄ӄሀ౽ֹڀǴΪࢂϢό܄ഢֹӄሀ౽ڀӢόܰ.7 ᓬӍำࡋǴёҗуݤ߾ᕇளǶޑाન.8 ᆶঁຑࢎᄬԖᜢǴԶ٠ߚᔠਡ໘ቫۓᓬӍமࡋӵՖλǴ֡ᇡځҺՖӢનѝाрӧቫભࢎᄬύǴόፕ.9 ࢎᄬޑᐱҥ܄Ƕ ΒǵAHP ޑຑЁࡋ
AHP ຑЁࡋ୷ҁჄϩࣁϖǺӕख़ाǵัख़ाǵሥख़ाǵཱུख़ाǵ๊ჹख़ाǴ٠፟ϒӜҞЁࡋࣁ 1ǵ3ǵ5ǵ ҢǶ(Saaty, 1980)Ƕ܌ ᑽໆॶǴӵ߄ 3-1ޑ ϖঁ୷ҁЁࡋ໔Ǵ٠፟ϒӜҞЁࡋࣁ 2ǵ4ǵ6ǵ8ܭᑽໆॶǹќԖѤϟޑ 7ǵ9 ߄ 3-1 AHP ຑЁࡋཀကϷᇥܴ
ǴຑॶϩޣаԖ n ࣁຑ܌Ƕـཀޑа AHP Չဂಔ،ਔǴSaaty ࡌճҔȨ൳Ֆѳ֡ኧȩՉӝဂᡏ
(ҢǶѳ֡ॶ = (3.1܌(ѳ֡ॶӵԄ(3.1ځձࣁ Ǵ
ϩࢎᄬ،ޑ ΟǵAHP
კ3-3AHP،ϩࢎᄬ (ྍǺֆǵ݅మݞ(2002ٰ
сн ᡯ୷ҁ٬Ҕޑ ѤǵAHP
ᡯǺᡯ(Saaty & Vargas, 1984)ᆶБਢᑽໆճҔ AHP ݤຑୢᚒЬाѤ ϯǴаࡌҥቫભࢎᄬኳࠠǶسୢᚒ،ޑፄᚇ.1 2.ᄬԋჹКၨંତǶ 3.ीᆉӚຑӢન໔ޑ࣬ჹख़Ƕ ᡍǶ܄ीᆉख़٠ቫભठ.4 ΠϐБਢᑽໆǴᕇளന٫БਢǶ܄ࡌҥঁձឦ.5
ୢᚒ،ۓ)ࣚ) ՉࡕុܭǴаߡۓጄൎуаࣚޑϩǴჹୢᚒӢનǴӆޑҞǴஒёૈቹៜୢᚒ،ޑ׆ఈ܌ۓ،߃ ቫભࢎᄬޑࡌҥϷख़ϩǶ ቫભ่ᄬǶޑϯǴ٠ԋԶΠسୢᚒ،ޑǴፄᚇـཀޑೖፋᇆৎ܈ڔΒ)ࡌҥቫભ่ᄬၸୢ)
კ3-4 AHPຑᒧ،ϐҞቫભࢎᄬ (ၗٰྍǺᙁᅼ(2005
(Ο)Ӛቫભឦ܄໔ϐख़ीᆉ ڔКၨંତǶ٩ᏵୢٿٿຑЁࡋՉӢન໔ԋჹКၨǴаࡌҥޑ ࡌᄬቫભҞֹԋࡕǴௗΠٰ٩ॊΒǵAHP ӢનܭϩǴa12 ж߄Ӣન 1 ࣬ჹفΟޑ ԋჹКၨંତ AܭϐӢનᑽໆॶ่݀ڔКၨંତǺஒୢٿٿǴࡌҥ่݀ Кٿٿ A1,A2,....,An ܄ॹኧǴҭջ a21 = 1/ a12Ƕn ঁឦޑՏفᑽໆॶኧॶࣁΟޑϩفǴԶΠΟ܄࣬ჹख़ाޑ 2 ၨંତ AǴӵԄ(3.2)܌ҢǶȐᙁᅼǴ2005ȑ
ª 1 a12 ... a1n º « » 1/ a2 1 ... a2n A= « » !!!!!!!!!! (3.1) « ...... » « » ¬1/ a1n 1/ a2n ... 1 ¼
ӧ 7 ঁаڋӢનᕴኧ n നӳޑቫҞКၨǴӢԜٿٿޑӢનԖ n ঁǴ߾ሡाՉ ԛޑऩຑ
ΠǴջόຬၸ 21 ಔԋჹКၨࣁচ߾ǶȐᙁᅼǴ2005ȑ
(Ѥ)ቻॶᆶቻӛໆीᆉ
со ޑ рቻॶӛໆǶਥᏵ ኧॶϩፕǴऩ A ࣁঁ n Ø nפቻॶှݤǴޑрԋჹંତࡕǴճҔኧॶϩύפ ҢǶȐᙁᅼǴ2005ȑ܌(ᜢ߯ԄӵԄ(3.3ޑ ତ Aંک ͓ ቻӛໆ X ᆶቻॶޑ ତਔǴAં܄ठ
AX = λX (3.3)
౽ࡕǴёளԄ(3.4)Ǻ ȐA- ͓IȑX = 0 (3.4) n ঁቻॶ λǴ ޑ ளંତ AԄ(3.4)ύቻӛໆ X Ѹࣁߚ႟ӛໆǴЪ det(A - λI)= 0ǶஒՉӈԄှ໒ࡕǴջё က aij = wi/wj Ǵ߾ԋჹંତёۓAj ϐख़Ǵ٠ ܄ឦܭAi ჹ ܄ҢǴaij ࣁឦ܌(ύനεቻॶࣁ λmaxǶӵԄ(3.2ځ аׯቪӵԄ(3.5)ǶȐᙁᅼǴ2005ȑ
T зW ࣁn ঁឦ܄ޑख़ӛໆǴΨ൩ࢂW=[w1,w2,....,wn] Ǵ߾ԋჹКၨંତ A ᆶख़ӛໆ W ϣᑈёளԄ(3.6)ǶȐᙁᅼ Ǵ2005ȑ
ကǴёวԄ(3.6)ύख़ӛໆ W ࡞ࣁԋჹКၨંତ A ϐቻӛໆǴЪ n ࣁቻۓ٩ᏵԄ(3.4)ჹቻॶӛໆϐ ॶϐǴࡺԄ(3.6)ёׯቪࣁԄ(3.7)ǶȐᙁᅼǴ2005ȑ
A ∙ W = λmax ∙ W
ȐA-λIȑW=0 (3.7)
сп ቻॶ λmaxǴӵԄ(3.8)ǶȐᙁᅼǴ2005ȑޑрനεפကǴёှрӭঁ λ ॶǴёۓ٩ᏵԄ(3.4)ჹቻॶӛໆϐ
ҢǶ܌(ளख़ӛໆ W ॶǴӵԄ(3.9ӆҗԄ(3.7)ϷԄ(3.8)ё
T W = [w1, w2, ..., wn] (3.9)
(ϖ)ठ܄ᡍ
༾ั܄ǴёϢሀ౽܄ሀ౽ىǶฅԶǴЬᢀղᘐ่݀όֹܰӄᅈ܄ሀ౽ىӳջԋჹКၨ่݀Ѹᅈୃޑޣ، ࡰ(Consistency index, C.I.)ठ܄Ǵё٬Ҕठ܄ठޑำࡋǴՉᡍԋჹКၨંତޑ܄ठޣ،ܭफ़եǴՠჹ (٩ᏵǶȐᙁᅼǴ2005ۓК(Consistency ratio, C.R.)ǴӵԄ(3.10)բࣁᔠ܄
R.I.ॶӵ Saaty ܌ගрޑᒿᐒࡰኧ߄ 3-2 ܌ҢǶаϦԄ(3.10)ीᆉǴ C.R. ɩ 0.1 ਔǴ߾ԋჹКၨંତޑठ܄ ǶȐᙁᅼǴ2005ȑڙำࡋ߄Ңࣁёௗ ߄ 3-2 ᒿᐒࡰኧ߄
(ၗٰྍǺSaaty(1990
ср (Ϥ)ࡌҥঁձឦ܄ΠϐБਢᑽໆ
ᑽໆ߄ǴՉБਢᑽ܄ӵკ 3-4 ،ҞࡑᒧБਢᆶቫભࢎᄬϐᜢ߯ǴՉࡌҥୢᚒҞӚࡑᒧБਢϐঁձឦ ໆǴᇥܴӵΠǶȐᙁᅼǴ2005ȑ ໔ϐख़٠ֹԋᡍፓࡕϐӚຑᒧӢનख़Ƕ܄٩ॊȐΟȑीᆉӚቫભឦ .1 2. ࡌҥୢᚒҞϐӚࡑᒧБਢᑽໆ߄Ƕ уኳԄᆶБਢ௨ׇǶ .3
ᆶϩ่݀زࣴ .4 ຑྗ߾ࢎޑБԄǴᘜય߃ޑࢂ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનǴճҔЎޑЬाҞޑزҁࣴ БԄǴዴޑڔကр१Ҕݨિᇙᒧ೯ၡ،ᜢᗖӢનϐྗ߾ǴၸৎೖፋᆶୢۓӃၮҔቺݤزᄬǶҁࣴ ख़ϩޑၮҔϩቫભำׇݤीᆉख़Ǵϩ،ྗ߾ϐ໔ڔೖୢڙځ٠ӕਔวଌ๏ৎဂǴஒڔᇡҞࡕǴीୢ ᆶቹៜᜢ߯ǴԶᡍ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનǶ ࡌᄬಃ໘ࢤ१Ҕݨિᇙᒧ೯ၡϐຑࢎᄬ 4.1
ҁകϩࣁѤঁλǺಃࣁࡌᄬಃ໘ࢤ१Ҕݨિᇙᒧ೯ၡ،ϐᜢᗖӢનӚঁຑࢎᄬǵಃΒ ቫભࢎᄬǵಃΟՉ AHP ख़ϩǶځԵቾӚ،ᜢᗖӢનϷ܌ࣁ१ҔݨિᇙǴዴᇡᒧ೯ၡ ᇆ߈ԃٰᒧ೯ၡϐ،زख़ाຑҞǴҁࣴޑࣁᕕှ१Ҕݨિᇙᒧ೯ၡ،ᜢᗖӢન ᜢᗖӢન࣬ᜢЎǴӢનҞӅी 15 Ȑӵ 4-1߄ȑǶ ၸ࣬ᜢЎ٠ଛӝ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનǴஒຑᒧྗ߾ϩࣁѤεᄬय़Ǵϣزҁࣴ ຑྗ߾ǶޑշᒧӝڐǴፎৎڔҢǶ٩Ᏽ၀ྗ߾ीಃ໘ࢤৎୢ܌ ӵ߄ 4-1 ߄ 4-1 १Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢન
ԛ ቹៜᄬय़ ᄬय़Ӣન
ၮ
աߎ 1 ԋҁ ߦᎍ
ࢎ
ुൂᆅ
ଏᆅ
2 ᆅ Ӹᆅ бීచҹ ୍ܺНྗ
ߐѱኧໆ
ߐѱӦᗺ 3 ѱ ኧڳߐѱ
࠼ኧٰ۫ൂ
ଛଌ୍ܺ 4 ୍ܺ ౢࠔᎍ୧ၗૻٮග
сс ቫભࢎᄬځᒧ೯ၡ،ӢનϷ 4.2
ኳԄǴଞჹᄬय़ڔᇆ߈ԃٰ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢન࣬ᜢЎǴၸৎೖፋᆶୢ ޑϣڔᒱᇤǴቚуୢޑೕჄύڔӚᄬय़Ϸຑྗ߾Ǵ෧Ͽୢ҅ޟـཀޑǴ٠ਥᏵৎಔ܄ख़ाޑϷຑᒧҞ ಃΒ໘ࢤϐ୷ᘵǶޑڔǴբࣁࡌҥቫભࢎᄬୢ܄Ԗਏ ݩރӣԏڔǵಃ໘ࢤ(ቺݤ)ৎୢ ǴᕴӅӣԏ 11 ҽǴӣԏڔ11ҽৎୢ ܫǶӅวޕᇡޑीǴख़ᗺӧ१ࠔౢᒧ೯ၡޑڔৎୢ ҽǴၲ 100%Ƕ 11 ڔၲ 100%ǴԖਏୢ ෳৎ୷ҁၗڙΒǵ ғ 82%ǵζ ғ 18%ǹᏢᐕϩթࣁǺଯύ 80%ǵε 20%ǹᙍ୍ϩթࣁǺဠ٣ߏ(18%)ǵتձϩթࣁǺ܄ෳৎڙ 28%ǵ୍ᖪ 9%ǵፐߏ9%ǵ 9%ǵ۫ߏ 18%ǵ௦ᖼ 9%ǶǹߐϩթࣁǺ௦ᖼ 9%ǵᎍ୧ 91%ǹ ǴޕᇡکޕޑԖుࠆڀෳৎڙЬᚒǴޑزҁࣴܭ࣬ᜢπբԃၗϩձࣁǺ20 ԃа 91%ǵ 2~5 ԃ 9% Ƕჹ ҢǶ܌ෳჹຝၗӵ߄4-2ڙৎǶޑزаࣁҁࣴى ෳჹຝၗϩ߄ڙڔ߄ 4-2!ಃ໘ࢤ(ቺݤ)ୢ ձ Ꮲᐕ ᙍᆀ ߐ ࣬ᜢπբԃၗ܄ ෳৎڙ
ଯύε ፐߏ ᎍ୧ 20 ԃа ت 1
ଯύ ୍ᖪ ᎍ୧ 20 ԃа ت 2
εᎍ୧ 20 ԃаت 3
ε ᎍ୧ 20 ԃаت 4
ଯύε ဠ٣ߏ ᎍ୧ 20 ԃа ت 5
ଯύε ᎍ୧ 20 ԃа ت 6
ଯύε ဠ٣ߏ ᎍ୧ 20 ԃа ت 7
εε ᎍ୧ 2ɴ5Ȑ֖ȑԃ ت 8
ଯύε ۫ߏ ᎍ୧ 20 ԃа ت 9
ζ ଯύε ۫ߏ ᎍ୧ 20 ԃа 10
11 ζε௦ᖼ௦ᖼ 20 ԃа (ǵζ(18%(%82)تǺٯձК܄
(Ǻଯύ(80%)ǵε(20%ٯᏢᐕК
Ǻဠ٣ߏ(18%)ǵ(28%)ǵ୍ᖪ(9%) ፐߏ(9%)ǵٯᙍ୍К ((9%)ǵ۫ߏ(18%)ǵ௦ᖼ(9%
(Ǻ௦ᖼ(9%)ǵᎍ୧(91%ٯߐК
(Ǻ20 ԃа(91%)ǵ2~5 ԃ(9%ٯԃၗК ԾՉၗޣزྍǺٰࣴ
ྗ߾،ޑΟǵዴҥᒧ೯ၡ Ǵ(5 ж߄ߚதख़ाǵ܄ख़ाځကǴ٬Ҕլໆ߄ٰຑۓБݤǴᘜયр 15 ঁྗ߾ޑճҔЎزҁࣴ অ҅ـຑྗǴӆ٩ဂᡏཀޑၨόख़ाܭឦޣࡕǴѳ֡ॶࣁ 3 ϩаΠڔж߄ߚதόख़ा)ǶՉቺݤୢ 1 ຑྗ߾Ǵᗉխख़ፄᑽໆǶޑ܄ଯӕ፦ڀٳӝ܈ကᆶϩᜪǴմନۓӚࡰ ߾Ƕৎྗޑҁቫભࢎᄬຑᒧۓ،ӢનՉຑϩǴٰޑவၸѐЎᇆزଞჹΜՏৎჹҁࣴزҁࣴ
ст ܌ ᄬय़Ӣનӵ߄ 4-3ޑ१ҔݨિᇙǴᒧ೯ၡϐ،ᜢᗖӢન๏ϒࡌǴനࡕຑᒧኳԄزਥᏵҁࣴ ҢǶ ߄ 4-3 ಃ໘ࢤ(ቺݤ)ຑᒧ่݀ी߄ Ҟ ຑᒧӢનӜᆀ ѳ֡ኧ
1 ၮ 4.5 2 աߎ 4.5 3 ߦᎍ 4.5 4 ࢎ 4.0 5 ुൂᆅ 4.9 6 ଏᆅ 4.7 7 Ӹᆅ 4.8 8 бීచҹ 4.8 9 ୍ܺНྗ 4.8 10 ߐѱኧໆ 4.3 11 ߐѱӦᗺ 4.5 ኧ 4.0ڳߐѱ 12 ࠼ኧ 4.6ٰ۫ൂ 13 14 ଛଌ୍ܺ 4.3 ౢࠔᎍ୧ၗૻ 4.6ٮග 15 ԾՉޣزၗٰྍǺࣴ
4ϩǴ ܭܭᄬय़Ӣનϩኧѳࣣ֡ଯځቫભύǴӢޑፓǴӧᒧ೯ၡڔǴၸ11 ৎୢޕӵ߄4-3ё่݀ ቫભࢎᄬӵკ 4-1ǶزচЎӣ៝ࣁ4ঁᄬय़Ϸ15ঁᄬय़Ӣનӄࣁ௦ҔǶၸቺݤዴᇡኳԄϐຑᒧྗ߾ࡕǴҁࣴ ቫભࢎᄬӵკ 4-1زၸቺݤዴᇡኳԄϐຑᒧྗ߾ࡕǴҁࣴ
კ 4-1 ᒧ೯ၡ،ᜢᗖӢનࢎᄬკ 4.3 Չ AHP ख़ϩ
ᑽໆࢎᄬკȐӵკޑፓಃ໘ࢤ่݀Ǵዴᇡр4ঁᄬय़Ϸ15ຑྗ߾ڔՉ߃ය(ቺݤ)ৎୢزҁࣴ
тй ߾Ϸྗޑ१ҔݨિᇙǴᒧ೯ၡٮፓǴᔈҔAHP ݤीᆉख़Ǵаයఈගڔ4-1ȑǹಃΒ໘ࢤ҅Ԅৎୢ ߕᒵΒǶـϣ၁ڔԵǶ҅Ԅৎୢୖޑࣁᆅ ݩރӣԏڔǵୢ
Ӆزᒧ೯ၡϐख़ǶҁࣴډϷᡍǴளޕޑࢂᔈҔAHPϐቫભࢎᄬǴၸৎڔҁ໘ࢤϐৎୢ ǶڔߕᒵΒǺ҅Ԅৎୢـϣ၁ڔीԖ18ҽǶୢڔǴӣԏ100%ǴԖਏୢڔǴӣԏ18ୢڔวр18ҽୢ ୷ҁၗϩޑෳჹຝڙΒǵ
ݩࣁǺଯύ/ᙍ 56%ǵεଣਠ44%ǹᙍ୍ރғ 67%ǵζғ 33%ǹᏢᐕϩթتෳჹຝၗϩǺڙಃΒ໘ࢤ 5%ǵᖪ6%ǵቷߏ5%ǵፐߏ6%ǵڐݩࣁǺॄೢΓ17%ǵဠ٣ߏ6%ǵᕴ5%ǵୋᕴ6%ǵ17%ǵރϩթ ރݩࣁǺᔼ72%ǵ௦ᖼ16%ǵхး6%ǵी6%ǹԃၗϩթރߏ11%ǵ௦ᖼ11%ǵी5%ǹߐϩթ۫ ݩࣁǺ11~20(֖)ԃ44%ǵ20ԃа56%Ƕ ࣬ᜢ ܄Յឦف ձ ௲ػำࡋ ᙍᆀ ߐ܄ ԛ πբԃၗ
εଣਠ ॄೢΓ ᔼ 20 ԃа १Ҕݨિᇙ ت 1 ζଯύ/ᙍ ۫ߏ ᔼ 11~20(֖)ԃ ႟୧ 2 εଣਠ ΒжௗΓ ᔼ 11~20(֖)ԃ ᎍ ت 3 4 ζ εଣਠ ௦ᖼ ௦ᖼ 20 ԃа ႟୧ ௦ᖼ 20 ԃа ႟୧ڐ ζ εଣਠ 5 ଯύ/ᙍ ୍ᖪ ᔼ 20 ԃа १Ҕݨિᇙت 6 ଯύ/ᙍ ፐߏ ᔼ 20 ԃа १Ҕݨિᇙت 7 ଯύ/ᙍ ဠ٣ߏ ᔼ 20 ԃа ᎍت 8 εଣਠ ୋᕴ ᔼ 11~20(֖)ԃ ᎍ ت 9 εଣਠ ᆅ 11~20(֖)ԃ १Ҕݨિᇙ ت 10 ଯύ/ᙍ ᔼ 20 ԃа ᎍت 11 ଯύ/ᙍ ॄೢΓ ᔼ 11~20(֖)ԃ ᎍت 12 ζଯύ/ᙍ ۫ߏ ᔼ 20 ԃа ႟୧ 13 ଯύ/ᙍ ᔼ 20 ԃа ᎍت 14 εଣਠ ᕴ ᔼ 11~20(֖)ԃ ᎍ ت 15 ζଯύ/ᙍ ௦ᖼ ௦ᖼ 20 ԃа १Ҕݨિᇙ 16 εଣਠ ቷߏ хးቷ 11~20(֖)ԃ १Ҕݨિᇙ ت 17 ζଯύ/ᙍ ी ी 11~20(֖)ԃ ᎍ 18
(ǵζ(33%(%67)تǺٯձК܄
(Ǻଯύ/ᙍ(56%)ǵεଣਠ(44%ٯᏢᐕК
ǺॄೢΓ(17%)ǵဠ٣ߏ(6%)ǵᕴ(5%)ǵୋᕴ(6%)ǵٯᙍ୍К (5%)ǵᖪ(6%)ǵቷߏ(5%)ǵፐߏ(6%)ǵڐ(17%)ǵ (ߏ(11%)ǵ௦ᖼ(11%)ǵी(5%۫ (Ǻᔼ(72%)ǵ௦ᖼ(16%)ǵхး(6%)ǵी(6%ٯߐК
(Ǻ11~20(֖)ԃ(44%)ǵ20 ԃа(56%ٯԃၗК
тк Οǵख़ϩ
ख़ᆶϩǴीᆉޑڔ௦Ҕ PowerChoice ೬ᡏǴᔈҔ AHP Չୢزҁࣴ ӵΠǺ่݀ځᡍǴीᆉϐൔ߄่݀Ǵϩޑ܄ᑽໆҞϐനεቻॶᆶख़Ǵ٠ՉठޑрӚቫભ १Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનᄬय़ᑽໆϩ .1
КၨࡕٿٿՉڔȨ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનȩёϩࣁѤঁЬाᄬय़Ǵၸৎୢزҁࣴ ҢǶ܌ीᆉϐ่݀ӵ߄4-5ڀ๏ϒϐϩኧǴ٠ᔈҔ،π ௨ׇ܄߄ 4-5! १Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનᄬय़ख़Ϸख़ा ௨ׇ܄ԛ ຑᒧᄬय़ ᡏख़ ख़ा 1 ԋҁ 0.3777 1 2 ᆅ 0.2237 3 3 ѱ 0.2584 2 4 ୍ܺ 0.1400 4 λmax=4.0012!!C.I.=0.0004 ! C.R.=0.0004 ԾՉޣزၗٰྍǺࣴ
௨ׇ٩ׇࣁǺԋ܄ᡏख़ख़ाځ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનᄬय़ǴزǴҁࣴޕҗ߄4-5ёள ޣٿC.I.ɨ0.0004ǴC.R.ɨ0.0005Ǵ܄ठޑҁ(0.3777)ɧѱ(0.2584) ɧᆅ(0.2237) ɧ୍ܺ(0.1400)Ƕҁቫԛࢎᄬ Ƕ಄ӝा܄0.1ǴᡉҢठܭࣣλ ҇ғѸሡࠔճዎ༾ᖓǴܭനଯǴԶѱԛϐǶჹ܄ख़ाޑठᇡࣁӧᒧ೯ၡྗ߾ϐҞύǴԋҁޣෳڙ ቹៜΚǶԶӧ୍ܺύǴख़ाࡋ࣬ჹၨեǶௗஒ٩ׇଞჹԋҁǵᆅǵޑԋҁஒࢂനख़ाԵໆǴԶѱΨԖ࣬ε ѱǵ୍ܺᄬय़ύޑຑྗ߾ՉϩǶ !Ȑ1ȑȨԋҁȩᄬय़ޑຑྗ߾ᑽໆϩ
(٩ׇࣁǺߦᎍ(0.3760)ɧաߎ(0.2930)ɧၮ(0.1745܄ख़ाځѤຑྗ߾ǴޑၸϩࡕǴ༼ԋҁᄬय़ ԛ٩ׇࣁǺաߎǵၮǵࢎǶҁځԋҁᄬय़ύǴߦᎍനख़ाǴܭǴৎॺᇡࣁޕɧࢎ(0.1563)ǶҗԜё ҢǶ܌Ƕ่݀ӵ߄4-6಄ӝा܄0.1ǴᡉҢठܭࣣλޣٿC.I.ɨ0.0056ǵC.R.ɨ0.0062Ǵ܄ठޑቫԛࢎᄬ ௨ׇ܄߄ 4-6! ԋҁᄬय़ຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ၮ 0.1745 3 2 աߎ 0.2930 2 3 ߦᎍ 0.3760 1 4 ࢎ 0.1563 4 λmax=4.0167!!C.I.=0.0055!!C.R.=0.0061
ԾՉޣزၗٰྍǺࣴ Ȑ2ȑȨᆅȩᄬय़ޑຑྗ߾ᑽໆϩ
٩ׇࣁǺुൂᆅ(0.3092)ɧӸᆅ(0.2546)ɧ܄ख़ाځϖຑྗ߾ǴޑၸϩࡕǴ༼ࠨऊϣᄬय़ бීచҹ(0.1915)ɧ୍ܺНྗ(0.1462)ɧଏᆅ(0.0982)ǶҗԜёޕǴৎॺᇡࣁܭᆅᄬय़ύǴुൂᆅനख़ाǴ ޣٿC.I.ɨ0.0055ǵC.R.ɨ0.0049Ǵ܄ठޑԛ٩ׇࣁǺӸᆅǵбීచҹǵ୍ܺНྗǵଏᆅǶҁቫԛࢎᄬځ ҢǶ܌Ƕ่݀ӵ߄4-7಄ӝा܄0.1ǴᡉҢठܭࣣλ
тл ௨ׇ܄߄ 4-7! ᆅᄬय़ຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ुൂᆅ 0.3092 1 2 ଏᆅ 0.0982 5 3 Ӹᆅ 0.2546 2 4 бීచҹ 0.1915 3 5 ୍ܺНྗ 0.1462 4 λmax=5.0219!!C.I.=0.0054!!C.R.=0.0049
ԾՉޣزၗٰྍǺࣴ Ȑ3ȑȨѱȩᄬय़ޑຑྗ߾ᑽໆϩ
٩ׇࣁǺߐѱӦᗺ(0.3567)ɧߐѱኧໆ(0.3277)ɧൂ۫܄ख़ाځѤຑྗ߾ǴޑၸϩࡕǴ༼ѱᄬय़ ԛ٩ׇࣁǺߐѱኧໆǵൂٰ۫࠼ځߐѱӦᗺനख़ाǴܭǴৎॺᇡࣁޕኧ(0.1208)ǶҗԜёڳ࠼ኧ(0.1947)ɧߐѱٰ Ƕ่݀ӵ߄಄ӝा܄0.1ǴᡉҢठܭࣣλޣٿC.I.ɨ0.0031ǵC.R.ɨ0.0034Ǵ܄ठޑኧǶҁቫԛࢎᄬڳኧǵߐѱ 4-8܌ҢǶ ௨ׇ܄߄ 4-8! ѱᄬय़ຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ߐѱኧໆ 0.3277 2 2 ߐѱӦᗺ 0.3567 1 ኧ 0.1208 4ڳߐѱ 3 ࠼ኧ 0.1947 3ٰ۫ൂ 4 λmax=4.0093!!C.I.=0.0031!!C.R.=0.0034 ԾՉޣزၗٰྍǺࣴ Ȑ4ȑȨ୍ܺȩᄬय़ޑຑྗ߾ᑽໆϩ
ౢࠔ୧ၗૻ(0.6519)ǵଛଌ୍ܺ(0.3480)Ƕٮ٩ׇࣁǺග܄ख़ाځຑྗ߾ǴٿޑၸϩࡕǴ༼୍ܺᄬय़ ҢǶ܌ԛ٩ׇࣁǺଛଌ୍ܺǶ่݀ӵ߄4-9ځౢࠔၗૻനख़ाǴٮගܭǴৎॺᇡࣁޕҗԜё ௨ׇ܄߄ 4-9! ୍ܺᄬय़ຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ଛଌ୍ܺ 0.3480 2 ౢࠔᎍ୧ၗૻ 0.6519 1ٮග 2 λmax=2.0000!!C.I.=0.0000!!C.R.=0.0000 ԾՉޣزၗٰྍǺࣴ 2. ख़่݀ᕴϩ
ǴᔈҔAHPݤϷ่݀ڔЬाଞჹ१ҔݨિᇙǴᒧ೯ၡ،ᜢᗖӢનϩǴၸৎೖፋϷୢزҁࣴ ຑྗ߾ՉϩКޑ߯ჹ༼ᕴࡕϐቫભࢎᄬ15زளрόӕຑྗ߾ϐख़ॶǶҁࣴPower Choiceڀπ، ҢǶ܌ӵ߄4-10่݀ځ௨ׇǶ܄ख़Ϸख़ाޑၨǴᙖаᕕှቹៜ१ҔݨિᇙǴᒧ೯ၡ،ᜢᗖӢન
тм ௨܄߄ 4-10! १Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑᒧᄬय़ ຑྗ߾ ᡏख़ ख़ा 1 ၮ 0.0659 7 2 աߎ 0.1107 2 ԋҁ 3 ߦᎍ 0.1420 1 4 ࢎ 0.0590 8 5 ुൂᆅ 0.0962 3 6 ଏᆅ 0.0219 15 7 ᆅ Ӹᆅ 0.0569 9 8 бීచҹ 0.0428 12 9 ୍ܺНྗ 0.0327 13 10 ߐѱኧໆ 0.0846 6 11 ߐѱӦᗺ 0.0921 4 ѱ ኧ 0.0312 14ڳߐѱ 12 ࠼ኧ 0.0503 10ٰ۫ൂ 13 14 ଛଌ୍ܺ 0.0487 11 ୍ܺ ౢࠔᎍ୧ၗૻ 0.0912 5ٮග 15
ՉޣزၗٰྍǺࣴ ࢎᄬ15ຑྗ߾ύǴৎॺᇡࣁԋҁᄬय़ϐȨߦᎍȩࢂ१زǴҁ่ࣴ݀ޑਥᏵ߄4-9ύຑྗ߾ख़ϩ ԛࣁԋҁᄬय़ϐȨաߎȩǴಃΟࣁᆅᄬय़ϐȨुൂᆅȩǶځᜢᗖӢનǴޑҔݨિᇙǴᒧ೯ၡ،ύനख़ा ԛࣁաߎǴӆٰࢂुൂᆅǶځࢂߦᎍǴޑǴ१ҔݨિᇙǴᒧ೯ၡ،ᜢᗖӢનύ२ӃԵቾޕҗԜёள ڳԛࣁѱᄬय़ϐȨߐѱځҞࣁᆅᄬय़ϐȨଏᆅȩǴޑၨե܄Ǵӧ15ຑྗ߾ύǴৎॺᇡࣁख़ाޣќ 0.04Ǵ߄Ңৎॺᇡࣁ१ҔݨિᇙǴᒧ೯ၡ،ᜢܭख़ࣣλޣኧȩǴಃΟࣁᆅᄬय़ϐȨ୍ܺНྗȩǴΟ Ѭຑྗ߾ٰளեǶځၨٯाԵໆϐК܌ᗖӢનύǴԜΟຑྗ߾ ޑளڗ܌ԌǵቶǵᜄࠔǴשቼǴሽۓᜢᗖচӢǴ೯ၡӧޑፕԋҁᄬय़ϐȨߦᎍȩࢂനख़ा ߦᎍБय़ёफ़ե೯ၡޑԋҁǴΞёගଯᎍ୧ໆǴቚуᔼԏΕǶᆅᄬय़ϐȨଏᆅȩޑख़ा܄നեǴౢ ٣ҹวғǶޑࠔᎍ୧аӃӃрݤǴࡐϿԖઇཞǵջයࠔ
5.่ፕᆶࡌ ፕǵಃΒ่زፕᆶࡌǶҁകӅϩࣁΟǺಃࣁ่ࣴޑزҁകஒਥᏵಃѤകϐჴϩ่݀Ǵගрҁࣴ БӛᆶࡌǶزࣁ҂ٰࣴ ፕ่زࣴ 5.1
ނݨǴऊ՞ᡏނޑౢໆനᙦǵനࣁ༹ሽǵЪҔໆനεޑݨلݨЬाа१ҔࣁЬǴεلε ݨિǴ१Ҕݨિޑےݨࢂ୯ϣനεل୯Γ१ಞᄍӢનǴεܭ१ҔݨǶҗޑΟԋǴӕਔΨࢂӄౚനεޑݨౢໆ ǵᇸ१ЬကᑫଆǴϷݨࠔ१Ӽቹۺ҇ғπǴՠᒿ୯ΓғࢲࠠᄊׯᡂѦ१ΓαቚуǴ଼ந१ᢀޑࣁᐕўΦ уᙣǴԶჹ୯ϣݨિᇙౢғፂᔐǴᡣ׳ᒧ൩ޑ୯ౢݨિౢࠔߞЈΠफ़Ǵჹ१ҔݨܭៜǴԋ୯Γჹ ख़ຎ೯ၡᒧǴ೯ၡᒧஒࢂεᜢᗖǶ׳ౢࠔޑيݨિᇙჹԾ ౢໆനᙦǵനࣁ༹ሽǵޑݨلݨЬाа१ҔࣁЬǴεلၸᇆᆶ༼εزॊϐӢનǴҁࣴܭ ل୯Γ१ಞᄍӢનǴεܭ१ҔݨǶҗޑΟԋǴӕਔΨࢂӄౚനεޑݨౢໆނݨǴऊ՞ᡏނޑЪҔໆനε ҇ғπǴՠᒿ୯ΓғࢲࠠᄊׯᡂѦ१ΓαቚуǴ଼நޑݨિǴ१ҔݨિࣁᐕўΦޑےݨࢂ୯ϣനε уᙣǴ׳ᒧ൩ޑ୯ౢݨિౢࠔߞЈΠफ़Ǵჹ१Ҕݨܭǵᇸ१ЬကᑫଆǴϷݨࠔ१ӼቹៜǴԋ୯Γჹۺ१ᢀ
тн ख़ຎ೯ၡᒧǴ೯ၡᒧஒࢂ࣬ᜢЎǴ٠ၸ׳ౢࠔޑيԶჹ୯ϣݨિᇙౢғፂᔐǴᡣݨિᇙჹԾ ࢎᄬǴനࡕၮҔAHPݤٰځۓຑྗ߾ǴԶዴޑᆶ१ҔݨિᇙౢৎೖፋǴࡌҥᒧ೯ၡ،ᜢᗖӢન ೯ၡ،ᜢޑᒧрനӝޣ،ٮշ٠ගڐኳԄǴ،ޑԖਏڀՉϩǴᡍрёՉЪ่݀ڔჹ၀ౢৎୢ ᗖӢનǶ Ѥঁຑᄬय़ȨԋҁȩǵȨᆅޑ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનǴຑࢎᄬύޕБݤளزҗॊࣴ ٩ׇࣁǺԋҁǵѱǵᆅǵ୍ܺǴԶȨԋҁȩᄬय़ࣁ१Ҕݨિᇙᒧ೯܄ख़ाځȩǵȨѱȩǵȨ୍ܺȩǴ٩ ၡϐ،ᜢᗖӢનനख़ाϐᄬय़ǹȨ୍ܺȩࣁ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનനόख़ाϐᄬय़Ƕ ϖ٩ׇࣁǺߦᎍǵաߎǴुൂᆅǵޑ௨ׇǴനख़ा܄ख़ाځΜϖຑྗ߾Ǵ٩ޑᒧ೯ၡࢎᄬύ ౢࠔᎍ୧ၗૻǶᆕǴȨߦᎍȩࣁ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનനख़ाϐຑྗ߾ǹٮߐѱӦᗺǴග Ȩଏᆅȩࣁ१Ҕݨિᇙᒧ೯ၡϐ،ᜢᗖӢનനόख़ाϐຑྗ߾Ƕ Бӛᆶࡌز҂ٰࣴ 5.2
Бӛගр٤ࡌǴаբࣁࡕុวϐ٩ᏵǶޑǴჹ҂ٰ೯ၡᒧ่݀زୢᚒᆶࣴޑᎁၶ܌زਥᏵҁࣴ ܗёޣز१ҔݨિᇙϷ१ࠔ࣬ᜢჴᡏ೯ၡπբϐৎǴࡕុࣴܭϐৎӭኧ߳ज़ۓ܌زǵҁࣴ уቨቶᆶ࠼ᢀǶ׳ૈۓुޑৎǴᡣຑྗ߾ޑѬᆛሞᆛၡౢځԿ уаϩКၨǶ่݀زᆶҁࣴё׳่݀زࣴځБݤǴزѬ،ᆶࣴځޑ࠼ᢀڀё௦ҔၨޣزΒǵࡕុࣴ ϐৡ౦КၨǶزుΕᆶҁࣴёଞჹᔕ೯ၡϐኳԄǴޣزΟǵࡕុࣴ
ୖԵЎ ǵύЎϩ
ᅺγᏢՏፕЎǶسᜢᗖ،ӢનǴ୯ҥύ҅ᏢҾᆅޑᖼວ१Ҕݨޣঅ(2018)Ǵۑ.1 ǶԋΓ௲ػᏢтǴ1Ǵ43-82ǶزDelphi ݤࣴ ޑϣ఼ࡾ(1997)ǴᆵӦԋΓ௲ػሡਁ݅.2 ӧᙍسεᏢࢬ೯ᆅמǴ୯ҥ༇ࣽٯаૡယᎍ୧ࣁ--زᎍ୧೯ၡຑᒧϐࣴܭഋ࠶ᓄ(2014)ǴၮҔϩᆛၡำׇݤ.3 ᅺγፕЎǶ Ǵ୯ҥԋфεᏢଯ໘ᆅᅺٯаًؓᐩౢࣁ-زᇳϡߪ(2018)ǴᔈҔ AHP ݤ୯ሞՉᎍ೯ၡ،ኳԄϐࣴ.4 γӧᙍᏢՏፕЎǶ ᙁᅼ(2005)Ǵ،ϩᆶᆅǶѠчǺᚈယਜ൴Ƕ.5 (ᆢ୷ԭࣽǶ(https://zh.wikipedia.org/wiki/१Ҕݨ .6 .Չࡹଣख़ाࡹВයǺ105-10-11 ၗٰྍǺཥᆪኞೀǶhttps://www.ey.gov.tw/UnitRSS_Content.7 (ଣ(https://tie.tie.orgزѠᔮࣴ.8 ΒǵमЎϩ 1. Kotler, P. 1994. Marketing management: analysis, planning, implementing, control (8th ed.). New York: Prentice-Hall. 2. Saaty, T. L., & Vargas, L. G. (1984). The legitimacy of rank reversal. Omega, 12(5), 513-516. 3. Saaty, T. L. (1986). Axiomatic foundation of the analytic hierarchy process. Management science, 32(7), 841-855.
то ٯаសࣁ-زϐࣴ܄Ҷ໕ၮߔᛖǵҶ໕ၮੋΕᆶғࢲᅈཀࡋᜢᖄ The Relationship among Leisure Exercise Constraint, Leisure Exercise Involvement and Life Satisfaction - A Study of Active Aging Elderly People 1 ृۑቅ շ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ݅మӓ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ǶаଯӦԃᅈϤΜϖ܄ϐᜢᖄޣӧសҶ໕ၮߔᛖǵҶ໕ၮੋΕᆶғࢲᅈཀࡋΟޑҞزҁࣴ ௦ҔSPSS24.0زӅ208ҽǶҁࣴڔǴӣԏϐԖਏୢڔፓݤǴӅीวр220ҽୢڔჹຝǴ௦ୢزаϐសࣁࣴྃ ǵൂӢηᡂኧϩǵ࣬ᜢϩۓीϩǵߞࡋϩǵᐱҥኬҁt ᔠ܄ी೬ᡏՉၗϩᆶଷᡍǴхࡴ௶ॊ ǵᘜϩǵύϟਏ݀ϩǶ Ԗॄӛᡉڀჴ่݀ӵΠ:ǵҶ໕ၮߔᛖჹғࢲᅈཀࡋ٠คᡉቹៜǹΒǵҶ໕ၮߔᛖჹҶ໕ၮੋΕ Ԗ҅ӛᡉቹៜǹѤǵҶ໕ၮੋΕӧសϐҶ໕ၮߔᛖᆶғࢲᅈڀቹៜǹΟǵҶ໕ၮੋΕჹғࢲᅈཀࡋ Ԗύϟਏ݀Ƕڀཀࡋϐ໔ ᜢᗖຒ:សǵҶ໕ၮߔᛖǵҶ໕ၮੋΕǵғࢲᅈཀࡋ Keywords: Active Aging, Leisure Exercise Constraint, Leisure Exercise Involvement, Life Satisfaction
ᐒزङඳᆶࣴزࣴ.1 ङඳزࣴ 1.1
מВᅌගଯǴЪжᙴᛰࣽۺׯ๓Ǵ୯ΓғࢲНѳᆶၮᎦғཷޑᙴᕍࡼ଼ӄϷᕉፁࠔ፦ᆶғࢲಞᄍܭҗ മୖᆶޣΓα่ᄬय़ᖏ࡚ೲᙯᡂǶуଏҶԃសගԐǴ୯ϣύǵଯសޗߏǴᏤठ୯ϣۯڮวၲԴԃΓαѳ֡ტ ख़ाᚒ(മޑόڅ୯മΚךമΚࢂᆢޣϷଯសޣВҁǵᗬ୯ǵऍ୯Ьा୯ৎǴӵՖࢲϯύଯសܭե മΚวǴ2019)Ƕ ᐒزࣴ 1.2
ԴԃΓӧԴϯၸำύǴғЈᅌᅌӦଏϯǴஒቹៜ଼நୢᚒǴ೭٤ୢᚒΨஒԋҶ໕ߔᛖϐӢન(Ϊ଼ǵഋ ೭Бय़ΓΚၗྍǴߥ଼ந൩ޣଯសޑೌמᗋԖᡏΚǵϷيҏ,2015)ǶѠ҂ٰ൩ΓαอલǴࡹ۬ӵाࢲϯҁ ᐒǶ೯زགྷΑှҶ໕ၮߔᛖࢂӵՖߔኙԴԃΓၮཀᜫǴࣁҁࣴزख़ाፐᚒǶӢԜǴҁࣴޑԋࣁஒٰԴԃΓ ᡏᐒૈӚБय़όᘐࢬѨਔǴाӵՖᡣԴΓॺߥ଼நᆶᎦԋҶ໕ၮيҬϕᆶޗ፦ғࢲϷВதނதሌᎳӧଏҶࡕ Ǵ٠ޑ഼ѨࢂёаගԐႣٛޑᡏϩфૈǴฅԶӭфૈيੋΕԶගϲғࢲᅈཀࡋǶᗨฅԴϯၸำύᜤխ഼Ѩ ǵቅలᐪǴ2015)ǶޱՉࣁ(లޑᡏڀЈᄊᆶޑࢂߥុၮޑǴख़ाޑфૈࢂёаӆൺளޑЪӢࣁԴϯԶѨѐ សဂǴ၂კᕕှԴԃΓѳВғࢲύᙖҗҶ໕ၮੋΕࢂցගϲғࢲᅈཀࡋǴޑଞჹϤΜϖྃаزӢԜǴҁࣴ ਕ2017ǵኻٺ2017ǵᖴذᗨόϿ(ֆऍࣔ2013ǵز࣬ᜢࣴޑᐒΒǶၸѐଞჹҶ໕ߔᛖჹғࢲᅈཀࡋزԜࣁҁࣴ ϝឦϿኧǶӢԜǴҁࣴز࣬ᜢࣴޑࡌֻ2018ǵᒘ✎࣑2018)ǴՠҶ໕ၮߔᛖၸҶ໕ၮੋΕԶቹៜғࢲᅈཀࡋ ቹޑаϷύϟ܄ᜢᖄޑޣགྷҶ໕ၮߔᛖࢂցၸҶ໕ၮੋΕቹៜғࢲᅈཀࡋǶவសԴԃဂΑှΟز ᐒΟǶزៜǶԜࣁҁࣴ ޑҞزࣴ 1.3
:ᘜયӵΠޑҞزҁࣴ тп .សҶ໕ၮߔᛖࢂցॄӛቹៜғࢲᅈཀࡋ Β.សҶ໕ၮߔᛖࢂցॄӛቹៜҶ໕ၮੋΕ Ο.សҶ໕ၮੋΕࢂց҅ӛቹៜғࢲᅈཀࡋ Ԗύϟਏ݀ڀѤ.Ҷ໕ၮੋΕࢂցӧҶ໕ၮߔᛖᆶғࢲᅈཀࡋϐ໔
2.Ў 2.1 ស
Lazer(1986)ஒଯសޣԃសჄϩԋѤঁ໘ࢤǴ55-64ྃࢂ߃Դ(Young Old)ǵ65-74ྃࢂύԴ(Early Elderly)ǵ75-84 ࢂԴԴ(Aged)ǵ85ྃаࢂષԴ(Very Old)Ƕ٩ྣፁғᅽճԴΓᅽճݤᕴ߾ಃΒచǴԃសᅈ65ྃаǴᆀࣁԴΓྃ ԴԃȨសȩЪ᠋ޑӧύԴ65ྃаۓჹຝǴҭջஒჹຝࣚزаԴԃΓբࣁࣴزӄ୯ݤೕၗǴ2015)Ƕҁࣴ) ǵԴΓຎࣁӕကຒǴҬϕ٬ҔǶޣǴ٠ӕਔஒសǵԴԃΓǵሌᎳǵଯសޣфૈόቹៜྎ೯ޕΚϷᇡ 2.2 Ҷ໕ၮߔᛖ
ကۓǵҶ໕ၮߔᛖ (ջёᆀࣁҶ໕ၮߔᛖǶ൹ຬဂ(2005ޣόΕୖᆶࢲ܈ؼᅇ(2002)ᇡࣁቹៜঁᡏӧҶ໕ਔ໔ϣǴό഻ ች(2010)ᇡࣁҶ໕ၮߔᛖࢂڬҺՖӢન൩ࢂҶ໕ၮߔᛖǶޑᇡࣁቹៜঁᡏӧ໕ཨਔ໔ՉҶ໕ၮϐୖᆶ ቹៜǴх֖ਔ໔ǴߎᒲǵՔߧᆶҬ೯ǴޑӢϣѦӧӢનϟΕޕᜫཀୖуࢌҶ໕ࢲਔǴЬᢀᇡ܈ډᡏௗঁ זඍ܈ύᘐҶ໕ၮୖᆶԛኧǵᓎ܈Զ෧եΑୖуҶ໕ࢲϐཀᜫǶಷల(2014)ளҶ໕ၮߔᛖࣁঁΓ෧Ͽ ᆶࡕᡏᡍό٫ቹៜӢનǶෞᜅᙗ(2010) ᇡࣁҶ໕ၮୖޣ܈ᆶୖڋགϷ҂ૈୖᆶΕҶ໕ၮϐҗԶԋज़ ቹៜӢનǶ܈җޑคݤᝩុୖуҶ໕ၮ܈ࢂΥԋঁᡏࡐϿޑߔᛖࡰ 2.3 Ҷ໕ၮੋΕ
ကۓǵҶ໕ၮੋΕ (Ӣનࢂ࣬ӕǶACSM(1998ޑǴՠ٠ߚੋΕޑԋфԴϯϐҞډҶ໕ၮੋΕǴεӭኧࢂᡣԾρၲޑԴԃΓ ߾ࢂஒၮੋ(2013)ޱᒤݤ൩ࢂӧғࢲՉᄊύቚуೕࡓϐၮಞᄍǶΏችޑ፦ໆǴനӳޑڮǴགྷගϲԴԃΓғډፋ ډޕၮ߄ϐၮǴ٠ёܭᡏவ٣Ԗշيவ٣ϐၮҞǴ૽ግϷߚ૽ግය໔ϣុᙖҗ܌ကࣁၮჹۓΕ ำࡋǶޕᇡޑၮҶ໕ਔǴჹࢲᆶཀޑǶࠤ۸ǵࡼ࣓(2012)ᇡࣁၮੋΕࡰঁᡏவ٣഻ངڙၮϐЈག ΚநۑᆶЇଆᑫ፪ਔǶ܄ǵख़ा܄Ԗᜢᖄڀကࣁ၀ၮҞჹࢌঁᡏۓ഻ׅྷᆶఉᄪၲȐ2006ȑ߾ஒၮੋΕ ߥԖ҅ޣᡣୖᆶૈ׳ΕၮόૈࢲϯගଯғᐒૈǴੋޑࡰрၮࢂߦғЈ଼நख़ाࢲϐǴೕࡓ(1997) ӛᆣǶ 2.4 ғࢲᅈཀࡋ
ကۓǵғࢲᅈཀࡋ Ǵ٠բࣁڙࢂցᔈؼӳགۓБݤǴҔаࣚޑᆒዴکۓௗǵᛙޔBrandmeyer(1987)߄Ңғࢲᅈཀࡋຎࣁࢂঁ ำࡋǴၸޑזϷىᅈډǴхࡴჹҞғࢲགۺཷޑࡰǶఉଯউ(2014) ғࢲᅈཀࡋࢂঁᆕӝޑғࢲࠔ፦ᓬӍ Ȑ2007ȑࡰрғࢲᅈཀࡋࢂঁےৡຯำࡋǶߋܴޑჴݩϐ໔کϷЬᢀຑǴᙖаΑှঁΓයఈҞڙϣӧག ำࡋǶ࠶ᗱȐ2009ȑ߄ҢঁᡏჹҞޑזϷىᅈޑΓჹғࢲঁۓǴѐղڙǴၸЬᢀຑϷϣӧགۺཷޑᆕӝ ЬᢀགǴߡࢂғࢲᅈཀࡋǶ݅٫ᆺȐ2001ȑࡰрғࢲᅈཀࢂঁᡏϐғࢲૈၸளӳǴޑᅽགᆶᅈཀำࡋ۩ޑݩރғࢲ ғࢲᅈཀࢂКၨଯǶᙁનځਔǴᡉҢрڙགזᅽ۩ޑǴΨᏱԖၨӳϐғࢲࠔ፦ǶঁΓԖၨமਗ਼זඍޑғࢲૈ ϐำࡋǶىᆶᅈזډǴ఼ᇂჹҞғࢲགۺғࢲᅈཀࡋࣁঁᆕӝཷ(2004)݄
Бݤزࣴ.3 ࢎᄬزࣴ 3.1
ࢎᄬǴЬाࢂҶ໕ၮߔᛖǵҶ໕ၮੋΕᆶғࢲᅈཀز࣬ᜢЎǴගрࣴޑᐒᆶҞزਥᏵࣴزҁࣴ ҢǶ܌Ƕӵკ1زϐࣴ܄ࡋᜢᖄ тр H4
Ҷ໕ၮੋΕ! H2 H3 2/ख़ा܄! 3/ᑫ፪!
4/ុ܄! Ҷ໕ၮߔᛖ! 2/ ঁΓϣӧߔᛖ! ғࢲᅈཀࡋ! 3/ Γሞߔᛖ! 4/ ่ᄬ܄ߔᛖ! H1
ࢎᄬკزკ 1 ࣴ ଷزࣴ 3.2
Ǵࡌҥ܄ӧҶ໕ၮߔᛖǵҶ໕ၮੋΕǵғࢲᅈཀࡋόӕᡂኧ࣬ϕ໔ϐᜢᖄޑҞزЬाࣴޑزҁࣴ :ଷǴᇥܴӵΠزࣴޑزҁࣴ ǵҶ໕ၮߔᛖჹғࢲᅈཀࡋϐᜢᖄ วǴҶزǴ୯λ௲ৣࣴزֆऍࣔ(2014)ӧ୯λ௲ৣҶ໕ၮߔᛖჹҶ໕ၮୖᆶϷғࢲᅈཀࡋቹៜϐࣴ ໕ၮߔᛖᆶғࢲᅈཀࡋϐ໔ևեࡋϐॄ࣬ᜢǶᒘ✎࣑(2018)ӧҶ໕ୖᆶǵޗЍǵҶ໕ߔᛖჹғࢲᅈཀࡋϐ ځวҶ໕ߔᛖჹғࢲᅈཀࡋԖᡉॄӛቹៜΨ൩ࢂᇥҶ໕ߔᛖཇଯǴزǴࣴٯቹៜȋཥчѱϦҥ௲ߥ୍ܺΓࣁ :ගрଷӵΠزғࢲᅈཀࡋΨ൩ཇৡǶӢԜǴҁࣴ ԖॄӛᡉቹៜڀH1:Ҷ໕ၮߔᛖჹғࢲᅈཀࡋ ΒǵҶ໕ၮߔᛖჹҶ໕ၮੋΕϐᜢᖄ ࡰрߔᛖӢનΟᄬय़:ঁΓߔزǴࣴزႍၮੋΕำࡋϐࣴרӧ୯λᏢูୖᆶᐒᆶߔᛖӢનჹ(2011)ޱ ႍၮੋΕำࡋၲᡉॄӛቹៜǶഋҥᒃ(2017)ӧҶ໕ၮୖᆶᐒᆶߔᛖჹੋרܭᛖǵΓሞߔᛖǵ่ᄬߔᛖǴჹ ߄ǴࣣךǵԾ܄ߔᛖჹҶ໕ၮੋΕϐ֎ЇΚǵύЈ܄วҶ໕ၮߔᛖϐঁᡏϣӧߔᛖǵ่ᄬزΕϐቹៜǴࣴ :ගрଷӵΠزቹៜǶӢԜǴҁࣴޑԖॄӛ ԖॄӛᡉቹៜڀH2:Ҷ໕ၮߔᛖჹҶ໕ၮੋΕ ΟǵҶ໕ၮੋΕჹғࢲᅈཀࡋϐᜢᖄ ᄬय़ᆶғࢲ܄ᡉҢǴၮҶ໕ੋΕख़ाزǴࣴزၮҶ໕ੋΕᆶғࢲᅈཀࡋϐࣴޣഋ᷾(2008)ӧਲ༜ѱଯស ᅈཀࡋӚᄬय़ӭࣁύࡋ࣬ᜢǴԶၮҶ໕ੋΕ॥ᄬय़ᆶғࢲᅈཀࡋӚᄬय़߾ӭࣁեࡋ࣬ᜢǶഋᒸྻ(2013)а ғࢲᅈཀࡋځǴޣଯសޑᡉҢǴคҶ໕ୖᆶزҶ໕ୖᆶϷғࢲᅈཀࡋϐӢનǴࣴޣቹៜᆶߚଯស :ගрଷӵΠزǶӢԜǴҁࣴޣଯសޑԖୖᆶҶ໕ܭᡉե Ԗ҅ӛᡉቹៜڀH3:Ҷ໕ၮੋΕჹғࢲᅈཀࡋ ѤǵҶ໕ၮੋΕӧҶ໕ၮߔᛖᆶғࢲᅈཀࡋϐύϟਏ݀ วǴҶزǴ୯λ௲ৣࣴزֆऍࣔ(2014)ӧ୯λ௲ৣҶ໕ၮߔᛖჹҶ໕ၮୖᆶϷғࢲᅈཀࡋቹៜϐࣴ ໕ၮߔᛖᆶғࢲᅈཀࡋϐ໔ևեࡋϐॄ࣬ᜢǶഋ߷(2019)ᆵࠄѱୖᆶᓪՃၮ௲ৣҶ໕ၮᐒǵҶ໕ၮ ࣬ᜢǶഋ᷾(2008)ӧॄޑᡉҢҶ໕ၮߔᛖᆶҶ໕ၮੋΕำࡋ߾ࣁύࡋزǴࣴزߔᛖᆶҶ໕ၮੋΕำࡋϐࣴ ᄬय़ᆶғࢲᅈཀࡋӚᄬय़ӭࣁύ܄ᡉҢǴၮҶ໕ੋΕख़ाزǶࣴزၮҶ໕ੋΕᆶғࢲᅈཀࡋϐࣴޣਲ༜ѱଯស Ԗύϟਏ݀ՉᡍڀӧҶ໕ၮੋΕӧសҶ໕ၮߔᛖᆶғࢲᅈཀࡋϐ໔ࢂցޣࡋ࣬ᜢǶᗨฅҞᗋ҂ԖᏢ Ǵ܄ԖᜢᖄڀჹຝࣁՖǴҶ໕ၮੋΕჹҶ໕ၮߔᛖᆶғࢲᅈཀࡋᔈزፕǴόፕࣴزϐࣴޣǴՠᙖҗॊӚᏢ ගрଷӵΠǺزࡺҁࣴ тс Ԗύϟਏ݀ڀH4:Ҷ໕ၮੋΕӧҶ໕ၮߔᛖᆶғࢲᅈཀࡋϐ໔ ကᆶᑽໆۓ܄ᡂኧϐᏹբزࣴ 3.3
ፓᇆ߃ભၗǴӚᡂኧϩձࣁҶ໕ၮߔᛖǵҶ໕ၮੋΕǵғࢲᅈཀࡋǴ٠ᇥܴڔஒճҔୢزҁࣴ ကᆶᑽໆБԄǶۓ܄ύӚᡂϐᏹբڔᡂӧୢ ကᆶᑽໆۓ܄ǵҶ໕ၮߔᛖϐᏹբ ჹҶ໕ୖᆶϐཀᜫǶӢځᐒ࣬ϕቹៜࡕ܈ကࣁΓғЈۓကǴஒҶ໕ၮߔᛖۓ௦Ҕҏࣿ(2015)ϐزҁࣴ ߡճޑфૈၨৡǴӢԜஒҶ໕ၮߔᛖໆ߄ύϐҶ໕ၮࡼޕសဂǴ᠋ΚϷᇡޑჹຝࣁϤΜϖྃаزҁࣴ Ǵаᗉխࡕុ༤เىό܄Ӽӄޑǵಃ11ᚒҶ໕ၮࡼ܄ߡճޑϐᚒǴϩࣁಃ10ᚒҶ໕ၮࡼىό܄ǵӼӄ܄ Եࡿሺ(2009)ϐໆ߄ǴΟεᄬय़ᚒኧӅ14ᚒǶ٬Ҕլ(Likert)ϖୖزᇟཀόమཱୢᚒǶҁࣴ܈ჹୢషౄޣ ᗺЁࡋໆ߄բᑽໆǴϩձࣁ1=ߚதόӕཀǴ2=όӕཀǴ3=ද೯Ǵ4=ӕཀǴ5=ߚதӕཀǴϩኧຫଯж߄ᇡӕำࡋຫ ଯǶӵ߄1܌Ң: ߄ 1 Ҷ໕ၮߔᛖໆ߄ ᄬ य़ ᑽ ໆ ୢ ၮόࢂԾρᑫ፪ٗ.1 (Кၨᜤ)ೌמ၀ၮሡाձ.2 ঁΓϣӧߔᛖ 3.ୖуࡕวԾρၟόࡋǴளᓸΚε аؒၸٗҶ໕ၮ.4 όԾӧډԾρག.5 όӝୖуךᇡࣁ϶ܻ܈ৎΓ.6 Ҷ໕ၮޑךৎΓคݤଛӝ.7 ٽᔅԆྣ៝܈Γሞߔᛖ 8.ाྣ៝ৎ ݩόӳϼհǵϼǵΠߘރϺ.9 10.Ҷ໕ၮࡼޑߡճ܄ ىό܄ӼӄޑҶ໕ၮࡼ.11 ่ᄬ܄ߔᛖ 12.Ҷ໕ၮޑࡼϼᏱᔒ ᕉნፁғό٫ޑ܌Ҷ໕ၮ.13 ݯӼόϼӳޑᕉნ܌Ҷ໕ၮ.14
(ၗٰྍ: ࡿሺ(2009 ကᆶᑽໆۓ܄ΒǵҶ໕ၮੋΕϐᏹբ ǵख़ा܄Ԗᜢᖄڀကࣁ၀ၮҞჹࢌঁᡏۓကஒҶ໕ၮੋΕۓ௦Ҕ഻ׅྷᆶఉᄪၲȐ2006ȑϐزҁࣴ (ԵߎϹ(2014)ϐໆ߄ǶΟεᄬय़ᚒኧӅ11ᚒǶ٬Ҕլ(LikertୖزᆶЇଆᑫ፪ਔǴᆀϐࣁҶ໕ၮੋΕǶҁࣴ܄ ϖᗺЁࡋໆ߄բᑽໆǴϩձࣁ1=ߚதόӕཀǴ2=όӕཀǴ3=ද೯Ǵ4=ӕཀǴ5=ߚதӕཀǴϩኧຫଯж߄ᇡӕำࡋຫ ଯǶӵ߄2܌Ң: ߄ 2 Ҷ໕ၮੋΕໆ߄ ᄬ य़ᑽ ໆ ୢ ޑᇥࢂख़ाٰךளၮჹך.1 ޑளၮࢂԖཀကך.2 ғࢲ৲৲࣬ޑךளၮᆶך.3 ܄ख़ा ளԾρΜϩӧཀၮך.4
тт ߄ 2 Ҷ໕ၮੋΕໆ߄(ុ) ᄬ य़ᑽ ໆ ୢ ளԾρࡐᜢЈၮၗૻך.5 ޑԖ֎ЇΚڀᇥࢂٰךளၮჹך.6 ޑᇥࢂߚதԖ፪ٰךளၮჹך.ᑫ ፪ 7
ޑளၮࢂзΓᑫᏟך.8 ޑளၮࢂзΓЈך.9 தୖᆶၮך.10 ܄ុ ԛၮਔ໔Ԗၲ 30 ϩដаך.11 (ၗٰྍǺߎϹ(2014
ကᆶᑽໆۓ܄Οǵғࢲᅈཀࡋϐᏹբ ࢂցᔈۓБݤǴҔаࣚޑᆒዴکۓௗǵᛙޔကǴஒғࢲᅈཀࡋຎࣁࢂঁۓ௦ҔBrandmeyer(1987)ϐزҁࣴ Եᒘ✎࣑(2018)ϐໆ߄ǴᕴᚒኧӅ5ᚒǶ٬Ҕլ(Likert)ϖᗺୖزǴ٠բࣁғࢲࠔ፦ᓬӍϐࡰǶҁࣴڙགޑؼӳ Ёࡋໆ߄բᑽໆǴϩձࣁ(1=ߚதόӕཀǴ2=όӕཀǴ3=ද೯Ǵ4=ӕཀǴ5=ߚதӕཀ)Ǵϩኧຫଯж߄ᇡӕำࡋຫଯǶ ӵ߄3܌Ң: ߄ 3 ғࢲᅈཀࡋໆ߄ ᑽ ໆ ୢ යఈޑךҞғࢲǴεϩ಄ӝ.1 ݩࡐӳރғࢲޑᇡࣁҞך.2 ᅈཀډғࢲགޑჹҞך.3 Ջܿޑύख़ाڮςᕇளࢌ٤ғךᇡࣁךǴق൩ӧԶ.4 ൳ЯόགྷׯᡂҺՖ٣ךёаख़ٰԛǴڮӵ݀ғ.5
(ၗٰྍǺᒘ✎࣑(2018 ܫวڔჹຝᆶୢزࣴ 3.4
ჹຝزǵࣴ ǶܫՉวڔݩǴӢԜЬाаરҁୢރჹຝǴӢԵໆԴԃΓຎΚϷᇟཀόమزаଯѱសࣁࣴزҁࣴ ܫวڔΒǵෳୢ ᇟཀ܈ჹୢషౄޣፓჹຝǶࣁᗉխࡕុวғ༤เزសࣁࣴޑྎ೯ૈΚڀаԃᅈ65ྃ(֖)аǴزҁࣴ ႣीวрڔǴаዴߥӚᄬय़ୢϐёߞࡋǶෳୢܫวڔǴӃՉෳୢܫวڔӧ҅ԄୢޣزόమཱୢᚒǴࣴ ӣԏ30ҽǶڔ30ҽǴԖਏୢ Οǵෳߞࡋϩ Cronbach’s αॶځᡂՉႣෳߞࡋϩǴҶ໕ၮߔᛖǵҶ໕ၮੋΕϷғࢲᅈཀࡋΟঁᡂǴزଞჹࣴ ଯࡋёߞࡋǶڀϐୢڔ0.7Ǵࣣ಄ӝଯߞࡋྗǴ߄ҢԜႣෳୢܭϩձࣁ0.864ǵ0.923ǵ0.796Ǵ֡ε
4.ၗϩ ӣԏᆶኬҁ่ᄬϩڔୢ 4.1
ӣԏ่݀ڔǵୢ ӣԏࣁ94.5%Ƕڔ208ҽǴԖਏୢڔӅ2ҽǴԖਏୢڔǴคਏୢڔӅวр220ҽǴӣԏ210ҽୢڔୢزҁࣴ Βǵኬҁ่ᄬϩ ՞59.6%(N=124)ǴኬҁϩѲ܄՞40.4%(N=84)Ǵζ܄تձБय़Ǵ܄ҢǴӧ܌ϐኬҁၗ(N=208)Ǵҗ߄4زҁࣴ ՞܌ၨӭǶԃសБय़Ǵа65~69ྃനӭǴ՞51.4%(N=107)Ǵ70~75ྃԛϐǴ՞34.1%(N=71)Ǵ76~80ྃа܄аζ
кйй നϿǴ՞17.3%(N=36)Ƕٯ՞К܌ӭǴ՞82.7%(N=172)Ǵ҂ஆۚޑനϿǴ՞14.4%(N=30)Ƕஆ࠷Бय़ǴаςஆٯКޑ ௲ػำࡋБय़Ǵаଯύ(ᙍ)ำࡋۚӭǴ՞32.2%(N=67)Ǵ୯ύำࡋǴ՞25.5%(N=53)Ƕ୯λำࡋǴ՞25.0%(N=52)Ƕε ݩБय़ǴᆶଛଽۚՐനӭǴ՞38.9%(N=81)ǶރаำࡋനϿǴ՞4.8%(N=10)ǶৎۚՐ܌زᏢำࡋǴ՞12.5%(N=26)Ƕࣴ ݩБय़ǴаԖλЛੰ(όதӞᛰ)നރǴ՞24.0%(N=50)Ƕ଼நٯǴ՞37.0%(N=77)ǶᐱԾۚՐКٯᆶηζۚՐК ݩؼӳനϿǴ՞43.3%(N=90)ǶЬाᔮٰྍБय़ǴаଏҶߎനӭǴ՞33.2%(N=69)ǶރӭǴ՞56.7%(N=118)Ƕ଼ந ӭБय़Ǵа܌ံշനϿǴ՞6.3%(N=13)ǶёЍଛޗᎦǴ՞28.4%(N=59)ǶٮԾρԖԏΕǴ՞32.2%(N=67)Ƕηζ 5001~10000ϡനӭǴ՞33.2%(N=69)Ƕ5000ϡаΠǴ՞19.2%(N=40)Ƕ10001~15000ϡǴ՞18.8%(N=39)Ƕ20000ϡǴ ϺኧБय़Ǵа2ϺၮࣁനӭǴ՞ޑуҶ໕ၮୖຼ՞18.8%(N=39)Ƕ15001~20000ϡനϿǴ՞10.1%(N=21)Ƕ ϺၮǴ՞19.2%(N=40)Ƕ1ϺၮǴ՞17.3%(N=36)Ƕ3ϺၮǴ՞13.0%(N=27)Ƕ5ϺၮǴ՞N=52)Ƕ)25.0% ਔ໔Бय़Ǵа1~2λޑԛୖуҶ໕ၮN=23)Ƕ4ϺၮǴ՞10.1%(N=21)Ƕ6ϺၮࣁനϿǴ՞4.3%(N=9)Ƕ)11.1% നϿǴ՞ٯ՞К܌ਔࣁനӭǴ՞70.7%(N=147)Ƕ2~3λਔǴ՞21.6%(N=45)Ƕ3~4λਔǴ՞6.7%(N=14)Ƕ4λਔа 1.0%(N=2)Ƕ ߄ 4 ኬҁ่ᄬԛኧ߄ Ҟ ᜪձ ԛኧ ԭϩК ಕᑈԭϩК 40.4 40.4 84 ت ܄ձ ζ 124 59.6 100.0 ᕴी 208 100 65~69 ྃ 107 51.4 51.4 ԃស 70~75 ྃ 71 34.1 85.6 76~80 ྃа 30 14.4 100.0 ᕴी 208 100 ςஆ 172 82.7 82.7 ݩ ҂ஆ 36 17.3 100.0ރஆ࠷ ᕴी 208 100 ୯λ 52 25.0 25.0 ୯ύ 53 25.5 50.5 ௲ػำࡋ ଯύ(ᙍ) 67 32.2 82.7
εᏢ 26 12.5 95.2 а 10 4.8 100.0܌زࣴ ᕴी 208 100.0
ᐱԾۚՐ 50 24.0 24.0
ᆶଛଽۚՐ 81 38.9 63.0 ݩރՐۚ ᆶηζۚՐ 77 37.0 100
ᕴी 208 100.0
ؼӳ 90 43.3 43.3
ݩ ԖλЛੰόதӞᛰ 118 56.7 100.0ރந଼
ᕴी 208 100
кйк ߄ 4 ኬҁ่ᄬԛኧ߄(ុ) Ҟ ᜪձ ԛኧ ԭϩК ಕᑈԭϩК ଏҶߎ 69 33.2 33.2
Ꭶ 59 28.4 61.5ٮηζ Ьाᔮٰྍ ԾρԖԏΕ 67 32.2 93.8
ޗံշ 13 6.3 100.0
ᕴी 208 100.0
5000 аΠ 40 19.2 19.2
5001~10000 69 33.2 52.4 ёЍଛ܌ள 10001~15000 39 18.8 71.2
15001~20000 21 10.1 81.3
20000 а 39 18.8 100
ᕴी 208 100.0
1 Ϻ 36 17.3 17.3
2 Ϻ 52 25.0 42.3 уҶ໕ၮୖຼ 3 Ϻ 27 13.0 53.3 ޑϺኧ 4 Ϻ 21 10.1 65.4
5 Ϻ 23 11.1 76.4
6 Ϻ 9 4.3 80.8
Ϻ 40 19.2 100
ᕴी 208 100.0
1~2 λਔ 147 70.7 70.7
2~3 λਔ 45 21.6 92.3 ԛୖуҶ໕ၮ 3~4 λਔ 14 6.7 99.0 ޑਔ໔ 4 λਔа 2 1.0 100
ᕴी 208 100.0
4.2 ߞࡋϩ
җ߄5܌ҢǴӚᄬय़ϐCronbach’s αॶǴҶ໕ၮߔᛖࣁ0.679ǵҶ໕ၮੋΕࣁ0.873ǵғࢲᅈཀࡋࣁ0.787Ǵ߄ а௦ߞǶىߞࡋǴޑۓԖڀڔҢҁୢ ϐߞࡋϩڔ߄ 5 ҅Ԅୢ Ҟ Cronbach’s α ॶ Ҷ໕ၮߔᛖ 0.679 Ҷ໕ၮੋΕ 0.873 ғࢲᅈཀࡋ 0.787 4.3 ௶ॊ܄ी
Ҷ໕ၮߔᛖǵҶ໕ၮੋΕᆶғࢲޑीǴϩձଞჹសޑ܄ᡂኧբ௶ॊزࣴޑӣԏኬҁڔҁਥᏵୢ ӚୢǴՉѳ֡ኧᆶྗৡϩǶޑᅈཀࡋΟεᄬय़
кйл ǵҶ໕ၮߔᛖ ӼޑύаA11ȨҶ໕ၮࡼځҶ໕ၮߔᛖ14ঁᚒǴᡏѳ֡ኧࣁ4.347ǶܭჹޣೖڙǴសޕҗ߄6ள ೖڙݩόӳ(ϼհǵϼǵΠߘ)ȩϐѳ֡ኧࣁ4.557ԛϐǴࢂសރȩϐѳ֡ኧ4.610ࣁനଯǴA09ȨϺىό܄ӄ Ҷ໕ၮȩϐѳ֡ኧ3.903നեǴA06ȨৎΓޑךୢǴA07ȨৎΓคݤଛӝޑӢનǶԶѳ֡ኧനեޑനᇡӕډགޣ ᚒǶޑനόᇡӕډགޣೖڙόӝୖуȩϐѳ֡ኧ3.966ԛϐǴࢂសךᇡࣁ϶ܻ܈ ߄ 6 Ҷ໕ၮߔᛖ௶ॊ܄ीϩ߄ ᡂ ୢ ѳ֡ኧ ྗৡ ௨ׇ A01 ٗၮόࢂԾρᑫ፪ 4.254 0.611 ঁ Кၨᜤ) 4.423 0.632)ೌמΓ A02 ၀ၮሡाձ ϣ ӧ A03 ୖуࡕวԾρၟόࡋǴளᓸΚε 4.418 0.575 ߔ ᛖ A04 аؒၸٗҶ໕ၮ 4.201 0.778 όԾӧ 4.326 0.665ډA05 Ծρག Γ όӝୖу 3.966 0.836 13ךᇡࣁ϶ܻ܈A06 ৎΓ ሞ Ҷ໕ၮ 3.903 0.786 14ޑךߔ A07 ৎΓคݤଛӝ ᛖ 4.177 0.829ٽᔅԆྣ៝܈A08 ाྣ៝ৎ ݩόӳ(ϼհǵϼǵΠߘ) 4.557 0.603 2ރA09 Ϻ ่ ᄬ A10 Ҷ໕ၮࡼޑߡճ܄ 4.466 0.596 1 0.535 4.610 ىό܄ӼӄޑA11 Ҷ໕ၮࡼ ܄ ߔ ᛖ A12 Ҷ໕ၮޑࡼϼᏱᔒ 4.528 0.597 4.519 0.613 ᕉნፁғό٫ޑ܌A13 Ҷ໕ၮ ΒǵҶ໕ၮੋΕ ԛၮਔ໔ԖၲךύаB11ȨځҶ໕ၮੋΕ11ঁᚒǴᡏѳ֡3.899ǴܭჹޣೖڙǴសޕҗ߄7ள ډགޣೖڙȩϐѳ֡ኧࣁ4.067ԛϐǴࢂសޑளၮࢂԖཀကךϩដаȩϐѳ֡ኧ4.226ࣁനଯǴB02Ȩ 30 ளךளԾρࡐᜢЈၮၗૻȩϐѳ֡ኧ3.451ࣁനեǴB04ȨךୢǴࣁB05ȨޑӢનǶԶѳ֡ኧനեޑനᇡӕ ᚒǶޑനόᇡӕډགޣೖڙԾρΜϩӧཀၮȩϐѳ֡ኧࣁ3.783ԛϐǴࢂស ߄ 7 Ҷ໕ၮੋΕ௶ॊ܄ीϩ߄ ᡂ ୢ ѳ֡ኧ ྗৡ ௨ׇ 0.805 3.913 ޑᇥࢂख़ाٰךளၮჹך B01 ܄ख़ा 2 0.758 4.067 ޑளၮࢂԖཀကך B02 ғࢲ৲৲࣬ᜢ 3.812 0.844ޑךளၮᆶך B03 ளԾρΜϩӧཀၮ 3.783 0.843 10ך B04 ளԾρࡐᜢЈၮၗૻ 3.451 0.838 11ך B05 0.910 3.870 ޑԖ֎ЇΚڀᇥࢂٰךளၮჹך ᑫ፪ B06 0.870 3.985 ޑᇥࢂߚதԖ፪ٰךளၮჹך B07 0.833 3.961 ޑளၮࢂзΓᑫᏟך B08 0.793 3.836 ޑளၮࢂзΓЈך B09 தୖᆶၮ 3.990 0.958ך B10 ܄ុ ԛၮਔ໔Ԗၲ 30 ϩដа 4.226 0.835 1ך B11
Οǵғࢲᅈཀࡋ ᅈཀȩډғࢲགޑჹҞךύаC03Ȩځғࢲᅈཀࡋ5ঁᚒǴᡏѳ֡3.804ǴܭჹޣೖڙǴសޕҗ߄8ள ޑനᇡӕډགޣೖڙݩࡐӳȩϐѳ֡ኧࣁ3.956ԛϐǴࢂសރғࢲޑᇡࣁҞךϐѳ֡ኧࣁ3.961ࣁനଯǴC02Ȩ кйм ൳ЯόགྷׯᡂҺՖ٣ȩࣁ3.423ǴC04Ȩ൩ӧԶךёаख़ٰԛǴڮᚒࣁC05 Ȩӵ݀ғޑᚒǶԶѳ֡ኧനե ᚒǶޑനόᇡӕډགޣೖڙՋȩϐѳ֡ኧࣁ3.778ԛϐǴࢂសܿޑύख़ाڮςᕇளࢌ٤ғךᇡࣁךǴق ߄ 8 ғࢲᅈཀࡋ௶ॊ܄ीϩ߄ ᡂ ୢ ѳ֡ኧ ྗৡ ௨ׇ
යఈ 3.903 0.681ޑךғ C01 ҞғࢲǴεϩ಄ӝ ݩࡐӳ 3.956 0.756 2ރғࢲޑᇡࣁҞך ࢲ C02 ᅈཀ 3.961 0.838 1ډғࢲགޑჹҞך ᅈ C03 Ջ 3.778 0.884 4ܿޑύख़ाڮςᕇளࢌ٤ғךᇡࣁךǴقཀ C04 ൩ӧԶ ൳ЯόགྷׯᡂҺՖ٣ 3.423 1.193 5ךёаख़ٰԛǴڮࡋ C05 ӵ݀ғ
4.4 ৡ౦܄ϩ
ݩǵЬाᔮٰྍǵёЍރݩǵ଼நރݩǵ௲ػำࡋǵৎۚՐރձǵԃសǵஆ࠷܄ҁόӕΓαᡂኧȐ ৡޑਔ໔ȑӧҶ໕ၮߔᛖǵҶ໕ၮੋΕᆶғࢲᅈཀࡋޑԛୖуҶ໕ၮϺኧǵޑуҶ໕ၮୖຼளǵ܌ଛ ৡ౦ǶӧൂӢޑѬΓαᡂኧځৡ౦ǴаൂӢηᡂ౦ኧϩޑݩރձǵஆ࠷܄ϩۓаᐱҥኬҁtᔠزǶҁࣴ܄౦ ৡ౦ࣁՖǶޑǴаղձӚಔ໔ۓηᡂ౦ኧϩਔǴऩၲᡉৡ౦ਔǴӆаSchefféݤբ٣ࡕКၨᔠ ǵҶ໕ၮߔᛖϐৡ౦܄ϩ ᆶൂӢηᡂ౦ኧϩǴวΓαीᡂኧҶۓǴҗᐱҥኬҁtᔠޕΓαीᡂჹҶ໕ၮߔᛖϐڔҁୢ ৡ౦Ƕ܄0.05Ǵ҂ၲᡉܭ0.966ϐ໔֡εډ0.083ܭ໕ၮߔᛖϐpॶϟ ΒǵҶ໕ၮੋΕϐৡ౦܄ϩ ǴୢB06ޕৡ౦Ƕҗ߄9ளޑӧҶ໕ၮੋΕࢂցԖᡉځӧԃសБय़ǴҗൂӢηᡂ౦ኧϩǴаᕕှ ԛၮਔ໔Ԗၲ 30 ϩដךȩǵB11ȨޑளၮࢂзΓᑫᏟךȩǵB08ȨޑԖ֎ЇΚڀᇥࢂٰךளၮჹךȨ ӧҶ໕ޣೖڙԛၮਔ໔Ԗၲ30ϩដаȩǴ65~69ྃךаȩΟঁୢύǴаSchefféբ٣ࡕКၨวǴB11Ȩ ᎩᚒаSchefféݤКၨ่݀٠όᡉǴคݤϩᒣӚԃសӧҶ໕ၮੋځǶޣೖڙ80ྃа~76ܭଯޕၮੋΕϐ Εޑৡ౦Ƕ ߄ۓ߄ 9 ԃសᜪձӧҶ໕ၮੋΕϐৡ౦ᔠ ୢ (1) (2) (3) F ॶ p ॶКၨ
- *0.043 3.195 3.80 3.67 4.01 ޑԖ֎ЇΚڀᇥࢂٰךளၮჹך B06
- *0.034 3.436 3.73 3.84 4.10 ޑளၮࢂзΓᑫᏟך B08
ԛၮਔ໔Ԗၲ 30 ϩដа 4.34 4.19 3.86 4.305 0.019* 3<1ך B11 ϩಔ:(1)65~69 ྃ(2)70~75 ྃ(3)76~80 ྃ ຏ: *p<0.05 **p<0.01 ***p<0.001 ӧҶ໕ၮੋΕࢂցԖᡉৡ౦Ƕҗ߄10ୢځݩБय़ǴҗൂӢηᡂ౦ኧϩǴᙖаΑှރӧৎۚՐ ȩޑԖ֎ЇΚڀᇥࢂٰךளၮჹךȩǵB06ȨޑளၮࢂԖཀကךȩǵB02Ȩޑᇥࢂख़ाٰךளၮჹךB01Ȩ ٰךளၮჹךȩѤঁୢύǴၲᡉৡ౦ǶаSchefféݤբ٣ࡕКၨวǴB01ȨޑளၮࢂзΓЈךB09Ȩ ଯޕϐޣೖڙȩᆶଛଽۚՐޑளၮࢂԖཀကךᐱԾۚՐǴB02ȨܭଯޕϐޣೖڙȩᆶଛଽۚՐޑᇥࢂख़ा ᎩᚒаځᐱԾۚՐǶܭଯޕϐޣೖڙȩᆶଛଽۚՐޑԖ֎ЇΚڀᇥࢂٰךளၮჹךᐱԾۚՐǴB06Ȩܭ ৡ౦ǶޑݩӧҶ໕ၮੋΕރSchefféݤКၨ่݀٠όᡉǴคݤϩᒣӚৎۚՐ
кйн ߄ۓݩᜪձӧҶ໕ၮੋΕϐৡ౦ᔠރ߄ 10 ৎۚՐ ୢ (1) (2) (3) F ॶ p ॶКၨ
2>1 ***0.000 13.48 3.98 4.13 3.44 ޑᇥࢂख़ाٰךளၮჹך B01
2>1 **0.008 4.98 4.07 4.22 3.80 ޑளၮࢂԖཀကך B02
2>1 *0.046 3.11 3.87 4.02 3.62 ޑԖ֎ЇΚڀᇥࢂٰךளၮჹך B06
- *0.023 3.84 3.72 4.02 3.70 ޑளၮࢂзΓЈך B09 ϩಔ:(1)ᐱԾۚՐ(2)ᆶଛଽۚՐ(3)ᆶηζۚՐ ຏ: *p<0.05 **p<0.01 ***p<0.001 ךӧЬाᔮٰྍБय़ǴൂӢηᡂ౦ኧϩǴᙖаΑှӧҶ໕ၮੋΕࢂցԖᡉৡ౦Ƕҗ߄11ୢB01Ȩ ᇥࢂߚதԖٰךளၮჹךȩǵB07ȨޑԖ֎ЇΚڀᇥࢂٰךளၮჹךȩǵB06Ȩޑᇥࢂख़ाٰךளၮჹ ளၮךȩ ѤঁୢύǴၲᡉৡ౦ǶаSchefféݤբ٣ࡕКၨวǴB06ȨޑளၮࢂзΓᑫᏟךȩB08Ȩޑ፪ ȩޑᇥࢂߚதԖ፪ٰךளၮჹךံշǴB07ȨޗܭଯޕϐޣೖڙȩԾρԖԏΕޑԖ֎ЇΚڀᇥࢂٰךჹ ံշǶޗܭଯޕϐޣೖڙȩԾρԖԏΕޑளၮࢂзΓᑫᏟךံշǴB08ȨޗܭଯޕϐޣೖڙԾρԖԏΕ ৡ౦ǶޑᎩᚒа Scheffé ݤКၨ่݀٠όᡉǴคݤϩᒣӚЬाᔮٰྍӧҶ໕ၮੋΕځ ߄ۓ߄ 11 ЬाᔮٰྍᜪձӧҶ໕ၮੋΕϐৡ౦ᔠ ୢ (1) (2) (3) (4) F ॶ p ॶКၨ - *0.046 2.71 3.53 4.00 3.74 4.04 ޑᇥࢂख़ाٰךளၮჹך B01 3>4 **0.009 3.92 3.23 4.04 3.71 3.95 ޑԖ֎ЇΚڀᇥࢂٰךளၮჹך B06 3>4 *0.043 2.75 3.38 4.11 3.93 4.01 ޑᇥࢂߚதԖ፪ٰךளၮჹך B07 3>4 **0.006 4.27 3.23 4.07 3.89 4.04 ޑளၮࢂзΓᑫᏟך B08 ံշޗ(Ꭶ(3)ԾρԖԏΕ(4ٮϩಔ:(1)ଏҶߎ(2)ηζ ຏ: *p<0.05 **p<0.01 ***p<0.001
ϺኧБय़ǴൂӢηᡂ౦ኧϩǴаᕕှӧҶ໕ၮੋΕࢂցԖᡉৡ౦Ƕҗ߄12 ୢޑуҶ໕ၮୖຼ ғࢲ৲৲࣬ᜢȩǵޑךளၮᆶךȩǵB03ȨޑளၮࢂԖཀကךȩǵB02Ȩޑᇥࢂख़ाٰךளၮჹךB01Ȩ ᇥࢂߚதٰךளၮჹךȩǵB07ȨޑԖ֎ЇΚڀᇥࢂٰךளၮჹךளԾρΜϩӧཀၮȩǵB06ȨךB04Ȩ ԛၮਔ໔Ԗၲ 30 ϩដаȩךதୖᆶၮȩB11ȨךȩǵB10ȨޑளၮࢂзΓЈךȩB09ȨޑԖ፪ ڙޑϺୖуȩޑᇥࢂߚதԖ፪ٰךளၮჹךᡉৡ౦ǶаSchefféݤբ٣ࡕКၨวǴB07Ȩډΐঁୢύၲ Ϻதୖᆶၮȩך1ϺǴB10ȨܭଯޕޣೖڙޑϺୖуȩޑளၮࢂзΓЈך1ϺǴB09Ȩܭଯޕޣೖ Ꭹᚒаځ1ϺǶܭଯޕޣೖڙϺୖуԛၮਔ໔Ԗၲ30ϩដаȩך1ϺǴB11Ȩܭଯޕޣೖڙޑуୖ ϺኧӧҶ໕ၮੋΕϐৡ౦ǶޑуҶ໕ၮୖຼSchefféݤКၨ่݀٠όᡉǴคݤϩᒣӚ ߄ۓϺኧᜪձӧҶ໕ၮੋΕϐৡ౦ᔠޑуҶ໕ၮୖຼ ߄ 12
ୢ (1) (2) (3) (4) (5) (6) (7) F ॶ p ॶКၨ
- *ᇥࢂख़ 3.52 3.69 3.92 4.19 4.21 3.66 4.27 4.98 0.000ٰךளၮჹך B01 ाޑ ** - *0.003 3.44 4.35 4.00 4.34 4.00 4.11 4.01 3.66 ޑளၮࢂԖཀကך B02 * - *ғࢲ৲ 3.41 3.63 4.07 3.85 4.00 3.77 4.10 3.31 0.004ޑךளၮᆶך B03 ৲࣬ᜢ *
кйо (ុ)߄ۓϺኧᜪձӧҶ໕ၮੋΕϐৡ౦ᔠޑуҶ໕ၮୖຼ 12
ୢ (1) (2) (3) (4) (5) (6) (7) F ॶ p ॶКၨ
- *ளԾρΜϩӧཀၮ 3.38 3.69 3.96 3.81 3.91 3.88 4.02 2.37 0.031ך B04
- *0.003 3.44 4.22 3.77 4.00 4.09 3.85 3.82 3.36 ڀᇥࢂٰךளၮჹך B06 Ԗ֎ЇΚޑ * ᇥࢂ 3.38 3.98 4.03 4.23 3.93 4.11 4.37 5.04 0.000* 1<7ٰךளၮჹך B07 ߚதԖ፪ޑ ** 7>1 *0.001 4.08 4.15 3.77 4.04 3.90 3.85 3.82 3.33 ޑளၮࢂзΓЈך B09 * தୖᆶၮ 3.05 3.73 3.81 4.28 4.56 4.44 4.70 18.3 0.000* 1<7ך B10 4 ** ԛၮਔ໔Ԗၲ 3.52 4.13 4.29 4.38 4.52 4.44 4.62 7.85 0.000* 1<7ך B11 30ϩដа ** Ϻ(ϩಔ:(1)1 Ϻǵ(2)2 Ϻǵ(3)3 Ϻǵ(4)4 Ϻǵ(5)5 Ϻǵ(6)6 Ϻǵ(7 ຏ: *p<0.05 **p<0.01 ***p<0.001 ӧҶ໕ၮੋΕࢂցԖᡉৡ౦Ƕҗ߄ځਔ໔Бय़ǴҗൂӢηᡂ౦ኧϩǴаᕕှޑԛୖуҶ໕ၮ ǴୢB01ǵB03ǵB07ǵB08ǵB09҂ၲᡉНྗǶޕ߄ளۓਔ໔ӧҶ໕ၮੋΕϐৡ౦ᔠޑԛୖуҶ໕ၮ13 ךளԾρࡐᜢЈၮၗૻȩǵB06ȨךளԾρΜϩӧཀၮȩǵB05ȨךȩǵB04ȨޑளၮࢂԖཀကךୢB02Ȩ ԛၮਔ໔Ԗၲ 30 ϩដаȩϤঁୢךதୖᆶၮȩǵB11ȨךȩǵB10ȨޑԖ֎ЇΚڀᇥࢂٰךளၮჹ ޕ4λਔϐ~3ޣೖڙԛୖуҶ໕ၮਔ໔ளԾρࡐᜢЈၮၗૻȩךύǶаSchefféݤբ٣ࡕКၨวǴB05Ȩ 4λܭଯޕϐޣೖڙԛୖуҶ໕ၮਔ໔2~3λਔԛၮਔ໔Ԗၲ30ϩដаȩך4λਔаǴB11Ȩܭଯ ৡ౦ǶޑԛୖуҶ໕ၮਔ໔ӧҶ໕ၮੋΕᎩᚒаSchefféݤКၨ่݀٠όᡉǴคݤϩᒣځਔаǴ ߄ۓਔ໔ᜪձӧҶ໕ၮੋΕϐৡ౦ᔠޑԛୖуҶ໕ၮ ߄ 13 ୢ (1) (2) (3) (4) F ॶ p ॶ Кၨ - *0.038 2.86 4.00 4.21 4.33 3.97 ޑளၮࢂԖཀကך B02 - **ளԾρΜϩӧཀၮ 3.71 4.00 4.00 1.00 5.58 0.001ך B04
ளԾρࡐᜢЈၮၗૻ 3.41 3.46 4.00 1.00 5.26 0.002** 4<3ך B05 - *0.040 2.82 2.00 4.21 4.02 3.80 ޑԖ֎ЇΚڀᇥࢂٰךளၮჹך B06 தୖᆶၮ 3.92 4.26 4.00 1.00 4.99 0.002** 4<2ך B10 - **ԛၮਔ໔Ԗၲ 30 ϩដа 4.15 4.46 4.35 2.00 4.27 0.006ך B11 ϩಔ:(1)1~2 λਔ(2)2~3 λਔ(3)3~4 λਔ(4)4 λਔа ຏ: *p<0.05 **p<0.01 ***p<0.00 Οǵғࢲᅈཀࡋϐৡ౦܄ϩ ӧғࢲᅈཀࡋࢂցԖᡉৡ౦Ƕҗ߄14ЬाᔮٰྍӧғځЬाᔮٰྍǴൂӢηᡂ౦ኧϩǴаΑှ ךයఈȩǵC03ȨޑךǴୢC01҂ၲᡉНྗǶୢC02ȨҞғࢲǴεϩ಄ӝޕ߄ளۓࢲᅈཀࡋϐৡ౦ᔠ ёаख़ٰڮՋȩǵC05Ȩӵ݀ғܿޑύख़ाڮςᕇளࢌ٤ғךᇡࣁךǴقᅈཀȩ C04Ȩ൩ӧԶډғࢲགޑჹҞ ޑᇡࣁҞך൳ЯόགྷׯᡂҺՖ٣ȩѤঁୢύǴаSchefféݤբ٣ࡕКၨวǴаΠ4ᚒύǴC02ȨךԛǴ ՋȩǴܿޑύख़ाڮςᕇளࢌ٤ғךᇡࣁךǴقᅈཀȩǴC04Ȩ൩ӧԶډғࢲགޑჹҞךݩࡐӳȩǴC03Ȩރғࢲ ံޗܭଯޕଏҶߎϐޣೖڙޑ൳ЯόགྷׯᡂҺՖ٣ȩǴࣣࣁЬाᔮٰྍךёаख़ٰԛǴڮC05Ȩӵ݀ғ շǶ
кйп ߄ۓ߄ 14 Ьाᔮٰྍӧғࢲᅈཀࡋϐৡ౦ᔠ ୢ (1) (2) (3) (4) F ॶ p ॶ Кၨ ݩࡐӳ 4.15 3.84 3.92 3.53 3.54 0.015* 4<1ރғࢲޑᇡࣁҞך C02 ᅈཀ 4.14 3.81 3.98 3.53 2.90 0.036* 4<1ډғࢲགޑჹҞך C03 1>4 *0.002 4.93 3.15 3.86 3.57 3.98 ޑύख़ाڮςᕇளࢌ٤ғךᇡࣁךقC04 ൩ӧԶ ܿՋ * ൳ЯόགྷׯᡂҺՖ٣ 3.63 3.42 3.58 2.61 2.87 0.037* 4<1ךёаख़ٰԛڮC05 ӵ݀ғ
ံշޗ(Ꭶ(3)ԾρԖԏΕ (4ٮϩಔǺ(1)ଏҶߎ(2)ηζ ຏ: *p<0.05 **p<0.01 ***p<0.001 ளӧ܌ӧғࢲᅈཀࡋࢂցԖᡉৡ౦Ƕҗ߄15ёЍଛځளБय़ǴҗൂӢηᡂ౦ኧϩǴаᕕှ܌ёЍଛ ݩࡐӳȩǵC04ރғࢲޑᇡࣁҞךǴୢC01ǵC03ǵC05҂ၲᡉНྗǶୢC02Ȩޕ߄ளۓғࢲᅈཀࡋϐৡ౦ᔠ ᇡךՋȩΒঁୢύǴаSchefféݤբ٣ࡕКၨวǴC02Ȩܿޑύख़ाڮςᕇளࢌ٤ғךᇡࣁךǴقȨ൩ӧԶ ςךᇡࣁךǴق5000аΠǵC04Ȩ൩ӧԶܭଯޕϐޣೖڙள20000аស܌ݩࡐӳȩёЍଛރғࢲޑࣁҞ 5000аΠǶܭଯޕϐޣೖڙள15001~20000ស܌ՋȩǴёЍଛܿޑύख़ाڮᕇளࢌ٤ғ ߄ۓளӧғࢲᅈཀࡋϐৡ౦ᔠ܌߄ 15 ёЍଛ ୢ (1) (2) (3) (4) (5) F ॶ p ॶКၨ
ݩࡐӳ 3.70 3.89 4.00 4.00 4.25 2.935 0.022* 1<5ރғࢲޑᇡࣁҞך C02
3.37 3.84 3.76 4.09 3.92 3.237 0.013* 1<4 ςᕇளࢌ٤ךᇡࣁךǴقC04 ൩ӧԶ Ջܿޑύख़ाڮғ ϩಔǺ(1)5000 аΠ(2)5001~10000(3)10001~15000(4)15001~20000(5)20000 а ຏ: *p<0.05 **p<0.01 ***p<0.001 уҶ໕ၮୖຼϺኧǴൂӢηᡂ౦ኧϩǴаΑှӧғࢲᅈཀࡋࢂցԖᡉৡ౦Ƕҗ߄16ޑуၮୖຼ pॶϩձࣁ0.019λځᅈཀȩୢύǴډғࢲགޑჹҞךǴୢC03Ȩޕ߄ளۓϺኧӧғࢲᅈཀࡋϐৡ౦ᔠޑ ৡ౦ǶޑϺኧޑуҶ໕ၮୖຼ0.05Ǵၲᡉৡ౦ǶаSchefféݤКၨ่݀٠όᡉǴคݤϩᒣӚܭ ߄ۓϺኧӧғࢲᅈཀࡋϐৡ౦ᔠޑуҶ໕ၮୖຼ ߄ 16 ୢ (1) (2) (3) (4) (5) (6) (7) F ॶ p ॶ Кၨ - *ᅈཀ 3.83 3.71 4.11 4.00 4.30 3.55 4.17 2.598 0.019ډғࢲགޑჹҞך C03 Ϻ(ϩಔǺ(1)1 Ϻ (2)2 Ϻ (3)3 Ϻ (4)4 Ϻ (5)5 Ϻ (6)6 Ϻ (7 ຏ: *p<0.05 **p<0.01 ***p<0.001 4.5 ࣬ᜢϩ
ǵҶ໕ၮߔᛖǵҶ໕ၮੋΕᆶғࢲᅈཀࡋϐ࣬ᜢ܄ ǴӚᄬय़ϐ࣬ᜢޕёளۓጕ࣬ᜢϩ߄ϐPearson࣬ᜢ߯ኧϐᔠޔҶ໕ၮߔᛖǵҶ໕ၮੋΕᆶғࢲᅈཀࡋ ߯ኧǶ1.Ҷ໕ၮߔᛖჹғࢲᅈཀࡋࣁ0.166Ǵ҂ၲᡉНྗ࣬ᜢǶ2.Ҷ໕ၮߔᛖჹҶ໕ၮੋΕࣁ-0.144Ǵၲᡉ ॄӛ࣬ᜢǶ3.Ҷ໕ၮੋΕჹғࢲᅈཀࡋࣁ0.423Ǵၲᡉ҅ӛ࣬ᜢǶӵ߄17܌ҢǶ ߄ 17 Ҷ໕ၮߔᛖǵҶ໕ၮੋΕᆶғࢲᅈཀࡋϐ࣬ᜢϩ߄ ᡂ Ҷ໕ၮߔᛖ Ҷ໕ၮੋΕ ғࢲᅈཀࡋزࣴ
Ҷ໕ၮߔᛖ 1.000
Ҷ໕ၮੋΕ -.144* 1.000 ғࢲᅈཀࡋ 0.116 0.423** 1.000 ຏ: *p<0.05 **p<0.01 ***p<0.001
кйр 4.6 ᘜϩ
ቹޑଷύزቹៜǴၮҔᘜϩǴаᡍࣴޑᄬय़໔ۓዴ׳ࡕǴࣁΑ܄ጕ࣬ᜢޔޑӚᡂኧ໔ۓӧዴ ៜࢂցӸӧǶ ǵҶ໕ၮߔᛖჹғࢲᅈཀࡋϐቹៜ ()ঁΓϣӧߔᛖჹғࢲᅈཀࡋϐቹៜ ঁΓϣӧߔᛖჹғࢲᅈཀࡋϐᘜϩ߄ᡉҢǴঁΓϣӧߔᛖᄬय़ёှញғࢲᅈཀࡋ0.1%ޑᡂ౦ໆǶኳԄᔠ ғࢲᅈཀࡋؒܭᡉНྗǴ߄ҢҁᘜؒԖှញΚǶH1a:ঁΓϣӧߔᛖჹډ0.05Ǵ҂ၲܭϐFॶ0.164Ǵpॶ0.686εۓ ԖॄӛᡉቹៜǴόԋҥǶ ߄ 18 ঁΓϣӧߔᛖჹғࢲᅈཀࡋϐᘜϩ߄
Ծᡂ ҂ྗϯ߯ኧ B ϐीॶ t ॶ p ॶ
(தኧ) 4.004 8.106 0.000 ঁΓϣӧߔᛖ -0.046 -0.405 0.686 ኳԄ R2=0.001 F ॶ=0.164 p=0.686
٩ᡂ:ғࢲᅈཀࡋ 2.*p<0.05 **p<0.01 ***p<0.001.ຏ: 1 (Β)Γሞߔᛖჹғࢲᅈཀࡋϐቹៜ ۓᡂ౦ໆǶኳԄᔠޑΓሞߔᛖჹғࢲᅈཀࡋϐᘜϩ߄Ǵӵ߄19ᡉҢǴΓሞߔᛖᄬय़ёှញғࢲᅈཀࡋ32% ғࢲᅈཀࡋॄӛᡉቹៜǴܭԖှញΚǶH1b:ΓሞߔᛖჹڀᡉǴ߄Ңҁᘜډ0.01ǴၲܭϐFॶ6.878Ǵpॶ0.009λ όԋҥǶ ߄ 19 Γሞߔᛖჹғࢲᅈཀࡋϐᘜϩ߄ Ծᡂ ҂ྗϯ߯ኧ B ϐीॶ t ॶ p ॶ
(தኧ) 3.061 10.661 0.000 Γሞߔᛖ 0.185 2.263 0.009 ኳԄ R2=0.32 F ॶ=6.878 p=0.009** ٩ᡂ:ғࢲᅈཀࡋ 2.*p<0.05 **p<0.01 ***p<0.001.ຏ: 1 (Ο)่ᄬ܄ߔᛖჹғࢲᅈཀࡋϐቹៜ ϐۓᡂ౦ໆǶኳԄᔠޑߔᛖᄬय़ёှញғࢲᅈཀࡋ0.2%܄ߔᛖჹғࢲᅈཀࡋϐᘜϩ߄ᡉҢǴ่ᄬ܄ᄬ่ Ԗॄӛڀғࢲᅈཀࡋܭߔᛖჹ܄ᡉǴ߄ҢҁᘜኳԄؒԖှញΚǶH1c:่ᄬډ0.05Ǵ҂ၲܭFॶ0.351Ǵpॶ0.554ε ᡉቹៜǴόԋҥǶҗ߄20܌Ңǹ ߄ 20 ่ᄬ܄ߔᛖჹғࢲᅈཀࡋϐᘜϩ߄ Ծᡂ ҂ྗϯ߯ኧ B ϐीॶ t ॶ p ॶ
(தኧ) 3.421 5.269 0.000 ่ᄬ܄ߔᛖ 0.085 0.592 0.554 ኳԄ R2=0.002 F ॶ=0.351 p=0.554 ٩ᡂ:ғࢲᅈཀࡋ 2.*p<0.05 **p<0.01 ***p<0.001.ຏ: 1 ΒǵҶ໕ၮߔᛖჹҶ໕ၮੋΕϐቹៜ ()ঁΓϣӧߔᛖჹҶ໕ၮੋΕϐቹៜ ঁΓϣӧߔᛖჹҶ໕ၮੋΕϐᘜϩ߄Ǵӵ߄21ᡉҢǴঁΓϣӧߔᛖᄬय़ёှញҶ໕ၮੋΕ2.4%ޑᡂ Ҷ໕ၮܭԖှញΚǶH2a:ঁΓϣӧߔᛖჹڀᡉǴ߄Ңҁᘜډ0.05ǴၲܭϐFॶ5.112Ǵpॶ0.025λۓ౦ໆǶኳԄᔠ ӛᡉቹៜǴᕇளԋҥǶॄڀੋΕ
кйс ߄ 21 ঁΓϣӧߔᛖჹҶ໕ၮੋΕϐᘜϩ߄ Ծᡂ ҂ྗϯ߯ኧ B ϐीॶ t ॶ p ॶ
(தኧ) 4.923 11.304 0.000 ঁΓϣӧߔᛖ -0.227 -2.261 0.025 ኳԄ R2=0.024 F ॶ=5.112 p=0.025* ٩ᡂ:Ҷ໕ၮੋΕ 2. *p<0.05 **p<0.01 ***p<0.001 .ຏ:1 (Β)ΓሞߔᛖჹҶ໕ၮੋΕϐቹៜ ΓሞߔᛖჹҶ໕ၮੋΕϐᘜϩ߄Ǵӵ߄22ᡉҢǴΓሞߔᛖᄬय़ёှញҶ໕ၮੋΕ1.3%ޑᡂ౦ໆǶኳ ԖှញΚǶH2b:ΓሞߔᛖჹҶ໕ၮੋΕؒڀᡉǴ߄ҢҁᘜኳԄډ0.05Ǵ҂ၲܭϐFॶ2.796Ǵpॶ0.096εۓԄᔠ ӛᡉቹៜǴόԋҥǶॄڀ ߄ 22 ΓሞߔᛖჹҶ໕ၮੋΕϐᘜϩ߄ Ծᡂ ҂ྗϯ߯ኧ B ϐीॶ t ॶ p ॶ (தኧ) 4.370 16.895 0.000 Γሞߔᛖ -0.106 -1.672 0.096
ኳԄ R2=0.013 F ॶ=2.796 p=0.096 ٩ᡂ:Ҷ໕ၮੋΕ 2.*p<0.05 **p<0.01 ***p<0.001.ຏ: 1 (Ο)่ᄬ܄ߔᛖჹҶ໕ၮੋΕϐቹៜ ่ᄬ܄ߔᛖჹҶ໕ၮੋΕϐᘜϩ߄Ǵӵ߄23ᡉҢǴ่ᄬ܄ߔᛖᄬय़ёှញҶ໕ၮੋΕ0.1%ޑᡂ౦ໆǶ ߔᛖჹҶ໕ၮੋΕॄӛ܄0.05Ǵ҂ၲᡉǴ߄ҢҁᘜؒԖှញΚǶH2c:่ᄬܭϐFॶ0.138Ǵpॶ0.771εۓኳԄᔠ ᡉቹៜǴόԋҥǶ ߄ 23 ่ᄬ܄ߔᛖჹҶ໕ၮੋΕϐᘜϩ߄ Ծᡂ ҂ྗϯ߯ኧ B ϐीॶ t ॶ p ॶ (தኧ) 4.157 7.172 0.000 ่ᄬ܄ߔᛖ -0.047 -0.371 0.771 ኳԄ R2=0.001 F ॶ=0.138 p=0.771 ٩ᡂ:Ҷ໕ၮੋΕ 2.*p<0.05 **p<0.01 ***p<0.001.ຏ: 1 ΟǵҶ໕ၮੋΕჹғࢲᅈཀࡋϐቹៜ ()Ҷ໕ၮੋΕϐख़ा܄ჹғࢲᅈཀࡋϐቹៜ Ҷ໕ၮੋΕϐख़ा܄ჹғࢲᅈཀࡋϐᘜϩ߄Ǵӵ߄24ᡉҢǴख़ा܄ᄬय़ёှញғࢲᅈཀࡋ14.3%ޑᡂ౦ ԖှញΚǶH3a:ȨҶ໕ၮੋΕȩϐख़ाڀᡉǴ߄Ңҁᘜډ0.05ǴၲܭϐFॶ34.327Ǵpॶ0.000λۓໆǶኳԄᔠ ӛᡉቹៜǴᕇளԋҥǶ҅ڀჹȨғࢲᅈཀࡋȩ܄ ߄ 24 Ҷ໕ၮੋΕϐख़ा܄ჹғࢲᅈཀࡋϐᘜϩ߄ Ծᡂ ҂ྗϯ߯ኧ B ϐीॶ t ॶ p ॶ (தኧ) 2.234 8.229 0.000 ख़ा܄ 0.413 5.859 0.000
ኳԄ R2=0.143 F ॶ=34.327 p=0.000*** ٩ᡂ:ғࢲᅈཀࡋ 2.*p<0.05 **p<0.01 ***p<0.001.ຏ: 1 (Β)Ҷ໕ၮੋΕϐᑫ፪ჹғࢲᅈཀࡋϐቹៜ Ҷ໕ၮੋΕϐᑫ፪ჹғࢲᅈཀࡋϐᘜϩ߄Ǵӵ߄25ᡉҢǴᑫ፪ᄬय़ёှញғࢲᅈཀࡋ15.5%ޑᡂ౦ໆǶ ԖှញΚǶH3b:Ҷ໕ၮੋΕϐᑫ፪ჹғڀᡉǴ߄ҢҁᘜኳԄډ0.05ǴၲܭϐFॶ37.788Ǵpॶ0.000λۓኳԄᔠ
кйт ӛᡉቹៜǴᕇளԋҥǶ҅ڀࢲᅈཀࡋ ߄ 25 Ҷ໕ၮੋΕϐᑫ፪ჹғࢲᅈཀࡋϐᘜϩ߄ Ծᡂ ҂ྗϯ߯ኧ B ϐीॶ t ॶ p ॶ
(தኧ) 2.380 10.101 0.000 ᑫ፪ 0.364 6.147 0.000 ኳԄ R2=0.155 F ॶ=37.788 p=0.000*** ٩ᡂ:ғࢲᅈཀࡋ 2.*p<0.05 **p<0.01 ***p<0.001.ຏ: 1 (Ο) Ҷ໕ၮੋΕϐុ܄ჹғࢲᅈཀࡋϐቹៜ Ҷ໕ၮੋΕϐុ܄ჹғࢲᅈཀࡋϐᘜϩ߄Ǵӵ߄26ᡉҢǴុ܄ᄬय़ёှញғࢲᅈཀࡋ8.9%ޑᡂ౦ ჹ܄ԖှញΚǶH3c:Ҷ໕ၮੋΕϐុڀᡉǴ߄Ңҁᘜډ0.05ǴၲܭϐFॶ20.170Ǵpॶ0.000λۓໆǶኳԄᔠ ӛᡉቹៜǴᕇளԋҥǶ҅ڀғࢲᅈཀࡋ ߄ 26 Ҷ໕ၮੋΕϐុ܄ჹғࢲᅈཀࡋϐᘜϩ߄ Ծᡂ ҂ྗϯ߯ኧ B ϐीॶ t ॶ p ॶ (தኧ) 2.792 12.153 0.000 ុ܄ 0.247 4.491 0.000 ኳԄ R2=0.089 F ॶ=20.170 p=0.000*** ٩ᡂ:ғࢲᅈཀࡋ 2.*p<0.05 **p<0.01 ***p<0.001.ຏ: 1 4.7 ύϟਏ݀ᡍ
(1) Ҷ໕ၮߔᛖჹғࢲᅈཀࡋϐ͊ॶ 0.116Ǵp ॶ 0.095 εܭ 0.05Ǵ҂ၲᡉǴ߄ҢҶ໕ၮߔᛖӧ҂ΕҶ໕ၮ ੋΕჹғࢲᅈཀࡋؒԖቹៜਏ݀Ƕ ᡉǴջҶ໕ၮߔᛖჹҶ໕ၮੋډ0.05Ǵၲ ܭҶ໕ၮੋΕϐ͊ॶ-0.144Ǵp ॶ 0.038 λܭҶ໕ၮߔᛖჹ (2) ΕԖॄӛᡉቹៜǶ (3) Ҷ໕ၮੋΕჹғࢲᅈཀࡋϐ͊ॶ 0.450Ǵp ॶ 0.000 λܭ 0.001ǴၲᡉǴջҶ໕ၮੋΕჹғࢲᅈཀࡋԖ҅ ӛᡉϐቹៜǶ (4) Ҷ໕ၮߔᛖჹғࢲᅈཀࡋϐ͊ॶ 0.181Ǵp ॶ 0.000 λܭ 0.05ǴၲᡉǶ (5) ᆕӝॊᡍǴҶ໕ၮੋΕӧҶ໕ၮߔᛖჹғࢲᅈཀࡋޑቹៜϐ໔Ԗҽύϟਏ݀ǶҶ໕ၮߔᛖჹғࢲ ᅈཀࡋޔௗਏ݀ࣁ 0.181ǴҶ໕ၮߔᛖӧҶ໕ၮੋΕჹғࢲᅈཀࡋ໔ௗਏ݀ࣁ-0.144*0.450=-0.065Ǵᕴ ਏ݀ 0.116Ƕҗ߄ 27 ܌Ңǹ ߄ 27 ύϟਏ݀ϩ߄ Ҷ໕ၮੋΕ ғࢲᅈཀࡋ ኳԄ ኳԄΒ
Ҷ໕ၮߔᛖ -0.144* 0.116 0.181** Ҷ໕ၮੋΕ 0.450*** Adj-R2 0.016 0.009 0.204 F ॶ 4.377* 2.184 27.465*** P ॶ 0.038 0.095 0.000 ຏ:*p<0.05 **p<0.01 ***p<0.001
ккй ଷᡍ่݀زࣴ 4.8
Ңǹ܌ Ӛଷϐᡍ่݀༼Ǵҗ߄ 28زҁࣴ ଷᡍ่݀༼߄ز߄ 28 ࣴ ଷ ᡍ่݀زࣴ ӛᡉቹៜ όԋҥॄڀH1:Ҷ໕ၮߔᛖჹғࢲᅈཀࡋ ӛᡉቹៜ ԋҥॄڀH2:Ҷ໕ၮߔᛖჹҶ໕ၮੋΕ ӛᡉቹៜ ԋҥ҅ڀH3:Ҷ໕ၮੋΕჹғࢲᅈཀࡋ ύϟਏ݀ ԋҥڀH4:Ҷ໕ၮੋΕӧҶ໕ၮߔᛖჹғࢲᅈཀࡋϐ໔
5.่ፕᆶࡌ ፕ่زࣴ 5.1
ǵΓαीᡂჹӚᡂϐৡ౦܄ϩ ރݩǵ଼நރݩǵ௲ػำࡋǵৎۚՐރձǵԃសǵஆ࠷܄ӧޣೖڙǴសҶ໕ၮߔᛖޕள่݀زҁࣴ ਔ໔ᜪձǴΜঁόӕङඳᡂӧޑԛୖуၮϺኧϷޑуҶ໕ၮୖຼளǵ܌ݩǵЬाᔮٰྍǵёЍଛ уҶୖຼݩǵЬाᔮٰྍǵރសҶ໕ၮߔᛖؒԖᡉৡ౦ӸӧǶសҶ໕ၮੋΕӧԃសǵৎۚՐ សޑᡉҢǴ65~69่ྃ݀زԛୖуҶ໕ၮϐਔ໔ᜪձ5ঁόӕङඳᡂύၲᡉৡ౦ҁࣴ໕ၮϐϺኧᆶ ᆶϣࡹ่݀زനϿǴ՞14.4%ǴࣴٯКޑ՞܌ဂനӭǴ՞51.4%Ǵ70~75ྃԛϐǴ՞34.1%Ǵ76~80ྃаޣೖڙ ᡉၨϿǴӭኧԾԃइεܴٯΕКੋޑჹҶ໕ၮޣೖڙޑൔ࣬߈Ǵ70~80ྃزᡏػ(2019)ၮݩፓࣴ ᡏᐒૈଏϯԖᜢǶӧសৎيёૈᆶځᒿԃइቚуԶԖ෧ϿǴፕٯόӝୖуǴӢԜǹӧҶ໕ၮੋΕК Γғࢲ۶Ԝϕ࣬ᔅշॸǴԖќъٿډӧၮੋΕБय़ӢࣁηζߏεǴӣᘜޣೖڙޑݩǴԖᆶଛଽۚՐރۚՐ ǴӢࣁѳВηζԖӧπբǴηζᙖҗҶଷϐᎩഉӕޣೖڙԛᆶηζۚՐځҶ໕ၮੋΕԖၨଯཀᜫǴܭഉՔǴჹޑ ᐱېǴӢࣁᐱԾۚՐΦԶΦϐǴϣЈܰౢғޣೖڙޑཀᜫ൩ቚуǴԶᐱԾۚՐޑР҆ߏ፸ୖуǴҶ໕ၮੋΕ ံշޗКଆЬाᔮٰྍޣೖڙសޑҶ໕ၮੋΕཀᜫΨ൩όଯǶӧЬाᔮٰྍԖଏҶߎܭᆶ౧ᚆགǴჹ សޑံշߎޗڗݩؼӳǴԶሦރសӢࣁᔮޑԖଏҶߎܭচӢӧځуҶ໕ၮੋΕၨଯǶୖܭჹޣೖڙޑ Ҷ໕ၮੋΕਔǴޑ(ӵǹଯᅟϻౚǴ࠻ϣྼᲹፐำٯ)ၮޑǶӵѳਔୖуሡाߎᒲڋѳਔߎᒲ߾Ԗज़ សǴѳޑуҶ໕ၮ2ϺୖຼଯǶӧޑសҶ໕ၮੋΕٰޑံշߎޗڗស࣬Кሦޑݩؼӳރᔮ ᗎऊޑৎΓ܈϶ܻܭуҶ໕ၮϐសჹҶ໕ၮϐੋΕБय़ǴёૈٰԾୖຼܭচӢӧځॶ՞3.836നଯǶ֡ όيচӢёૈࢂសҁځѳ֡ॶ՞3.386ࣁനեǴޑϺຼǶڋϺኧ߾ၨԖज़ޑǴӢԜୖуٽѳਔा៝ৎΓ܈ ᆶϣࡹ่݀زӭǶࣴޣೖڙޑសК4ঁλਔޑਔ໔1~2λਔޑԛୖуҶ໕ၮࢂჹၮؒԖᑫ፪Ƕӧ܈ངၮ ᡏᐒૈଏϯǴၮيԃइεܭԛၮਔ໔ࣁ62.86ϩដ࣬߈Ǵፕសёૈҗᡏػ(2019)ၮݩፓǴ҇ ϺޑуҶ໕ၮୖຼளǵ܌ᏼǶӧសғࢲᅈཀࡋӧЬाᔮٰྍǵёЍଛॄޑᡏيਔ໔ϼߏёૈԋ ДԖଏঁံշǴសଏҶࡕޗܭᡉৡ౦ǴӧЬाᔮٰྍБय़ǴଏҶߎଯډኧ3ঁόӕङඳᡂύǴၲ ံշǴВதғࢲ࣬ჹၨόޗڗសሦܭҶߎҔǴВதғࢲΨၨόᏼЈǴғࢲᅈཀࡋԾฅ൩ቚуǶ࣬ჹҗ សଏҶࡕؒԖܭǴচӢӧޣೖڙޑ5000ϡаΠܭளБय़Ǵ20000ϡаଯ܌Ǵғࢲᅈཀࡋ൩फ़եǶӧёЍଛى ൩ගϲǶӧޕഢѺਔǴჹғࢲᅈཀࡋྗךԏΕǴӢԜёЍଛߎᚐཇӭΨၨԖӼӄགǴВதғࢲΨёаԾ ݩؼӳǴӢԜჹރសଏҶࡕਔ໔ᡂӭǴԶЪғࢲܭᅈཀǴҗډғࢲགޑҞܭϺኧБय़ǴჹޑуҶ໕ၮୖຼ ǶڋуҶ໕ၮϺኧБय़ၨคज़ୖܭ ΒǵҶ໕ၮߔᛖჹғࢲᅈཀࡋቹៜ ғࢲᅈཀǴک߄ҢǴសҶ໕ၮߔᛖ่݀ز࣬ᜢำࡋǴࣴޑғࢲᅈཀࡋکҶ໕ၮߔᛖӚᄬय़ޑស ǶֆܴᇇǵጰࡹػǵᲹྻ(2011)ࣴ܄ғࢲᅈཀࡋᄬय़٠ؒԖᡉ࣬ᜢک҂ၲॄӛᡉǴᡉҢសҶ໕ၮߔᛖ Ԗ࣬ӕ่݀Ƕز࣬ᜢӸӧǴᆶҁࣴޑғࢲᅈཀࡋ໔٠ؒԖᡉکѠࠄѱԴԃΓၮҶ໕ߔᛖز
ккк ΟǵҶ໕ၮߔᛖჹҶ໕ၮੋΕϐቹៜ ߄ҢǴសҶ໕ၮߔ่݀زҶ໕ၮߔᛖӚᄬय़ᆶҶ໕ၮੋΕϐ࣬ᜢำࡋǴࣴޑӧϩសزҁࣴ ӧ୯λᏢูୖᆶᐒᆶ(2011)ޱᡉǶҶ໕ၮߔᛖᆶҶ໕ၮੋΕԖॄӛᡉቹៜǴډᛖᆶҶ໕ၮੋΕၲ Ҷ໕ၮߔᛖޑวਲ༜ᑜԴΓεᏢᏢӧঁΓϣӧزࡿሺ(2009)ࣴޣǴӆزႍၮੋΕำࡋϐࣴרߔᛖӢનჹ ϐសӧҶ໕ၮߔᛖঁΓϣӧߔᛖᄬय़ॄӛቹៜҶ໕ၮز࣬߈ǶԶҁࣴزᆶҁ่ࣴ݀زԖၨଯளϩǴࣴ ੋΕǶ ѤǵҶ໕ၮੋΕჹғࢲᅈཀࡋϐቹៜ ᡉҢǴសҶ໕ၮੋΕ่݀زҶ໕ၮੋΕӚᄬय़ᆶғࢲᅈཀࡋϐቹៜำࡋǴࣴޑӧϩសزҁࣴ ғࢲᅈཀࡋၲᡉǶសҶ໕ၮੋΕុکᡉǶសҶ໕ၮੋΕᑫ፪ډᆶғࢲᅈཀࡋ࣬ᜢ߯ኧၲ܄ख़ा ቹៜǴ่݀ᆶޑၮҶ໕ੋΕᆶғࢲᅈཀࡋϐ໔Ԗᡉޣਲ༜ѱύଯសزᆶғࢲᅈཀࡋၲᡉǶഋ᷾(2008)ࣴ܄ ᇡӕࡋϷੋΕຫଯǴғࢲᅈཀࡋΨቚуǶޑፕសჹҶ໕ၮز࣬߈ǶӢԜǹҁࣴزҁࣴ ϖǵҶ໕ၮੋΕύϟਏ݀ϐቹៜ Ԗϩύϟਏ݀ǴᕇளԋҥǶڀҶ໕ၮߔᛖᆶғࢲᅈཀࡋϐ໔ܭჴ่݀ǴวҶ໕ၮੋΕჹزҁࣴ ǶӢԜǹவڙགޕǴԶቚуΑғࢲᅈཀࡋזޑᆶҶ໕ၮੋΕࡕىፕសୖуҶ໕ၮࡕǴٰЈᡫᅈ ߡճǴԶቚуសғࢲᅈཀࡋǶޑၮૈٰғࢲޑǴࡋޑၮࢂሡᄌᄌᏢಞᆶᔈޑک٣ೕࡓ ଅزᆅཀ఼ᆶࣴ 5.2
ǵᆅཀ఼ ࣬ᜢݩǶԴԃΓԃសޑటၸҶ໕ၮੋΕǴٰΑှសӧҶ໕ၮߔᛖᆶғࢲᅈཀࡋޑЬाҞزҁࣴ ᡏԖ੯ੰǴठ٬ғࢲόߡВதғࢲᅈཀࡋΠफ़Ǵஒي೯தό഻ၮǴӧуڙၮ܂ᡏᐒૈଏϯࡕ্يቚߏ ቶសၮ࣬ᜢൂՏǵВԎύЈǴԴΓӼᎦଣǴܭԖշૈځวǴزၗྍǶᙖҗҁࣴޗѸԋৎϷٰ ᆅೕჄԴԃΓҶ໕ၮፐำਔϐୖԵӵΠǹٮග १ՊՐՉБय़ޑғࢲᅈཀࡋؒԖᡉ࣬ᜢǶសёૈᒿВதғࢲܭᡉҢҶ໕ၮߔᛖჹ่݀ز) ҁࣴ) ᡂளкျǴғࢲᅈཀࡋගଯǴҶ໕ၮߔᛖჹғࢲᅈཀࡋϐ໔࣬Кᡉளόख़ाǶ Ҷ໕ၮੋΕԖեࡋॄ࣬ᜢǶសҶ໕ၮߔᛖຫեǴҶ໕ၮੋΕ൩ܭᡉҢҶ໕ၮߔᛖჹزΒ) ҁࣴ) ຫଯǶӢԜǴᔈ෧ϿҶ໕ၮߔᛖǴҔྎ೯БԄаගଯសҶ໕ၮੋΕǶ ғࢲᅈཀࡋԖύࡋᡉ࣬ᜢǶջសҶ໕ၮੋΕຫଯǴғࢲᅈཀࡋΨܭᡉҢҶ໕ၮੋΕჹزΟ) ҁࣴ) ஒຫଯǶӢԜᔈख़ຎសҶ໕ၮੋΕǴаගଯសғࢲᅈཀࡋ ߔᛖȩǴѳ֡ኧࣁ 4.52ǶᡉҢសӧҶ໕ၮ܄ᡉҢសӧҶ໕ၮߔᛖǴനଯࣁȨ่ᄬزѤ) ҁࣴ) ᕉნᆶࡼϷၮӦᗺࢂցӼӄǴԋࣁቹៜសၮޑݩӳᚯѦǵၮӦރߔᛖБय़ǴӢࣁϺ ཀᜫЬाӢનǶࡌёஒၮࡼ࠻ϣǶ ளԾρࡐᜢЈၮၗૻȩϐѳ֡ኧ 3.451 നեǴךᡉҢសӧҶ໕ၮੋΕǴୢ B05Ȩزϖ) ҁࣴ) ၮૻډதௗԏ܈аଽᅟ܌ຎΚό٫ǴЪၨό٬Ҕӭ൞ᡏඵችࠠЋᐒǴޣೖڙᡉҢӭኧសزࣴ ၨϿǶࡌёᙖҗႝѠǴൔകᚇᇞ࠹Ꮴၮૻ৲ǶٯК৲ ଅزΒǵࣴ زࣴޑӭаҶ໕ᅈཀႣෳԴԃΓғࢲᅈཀࡋǴԶၸѐၨϿ௦ҔҶ໕ၮߔᛖᆶҶ໕ၮੋΕޣၸѐԖӭᏢ ୯ϣѦ࣬ᜢЎǴଞჹសҶ໕ၮߔᛖǵҶ໕ၮੋΕᆶғࢲᅈཀࡋϐᜢزϩǶӢԜҁࣴزᡂኧՉࣴ ᏢೌϐଅǶزࣴٮϐೀǴගىёа༤ံॊόز߯ՉǴයఈҁࣴ ᡉҢǴҶ໕ၮߔᛖȨΓሞߔᛖȩᆶғࢲᅈཀࡋࣁᡉ࣬ᜢǴҶ໕ၮߔᛖᆶҶ໕ၮੋΕ่݀ز) ҁࣴ) ύҶ໕ၮߔᛖȨΓሞߔᛖȩჹғࢲᅈཀځࣁᡉॄ࣬ᜢǴҶ໕ၮੋΕᆶғࢲᅈཀࡋࣁᡉ҅࣬ᜢǹ ჴӦೖୢϘݓǵऴǵᡶᶘǵޣزჹຝࣁଯសԴΓǴࣴزଷ࣬ϸǴӢҁࣴزࡋࣁᡉ҅࣬ᜢᆶࣴ ᡏфૈଏϯԖيόངҬܻ϶ǴЪӭኧيࢂᐱۚҁ܈ǹԴԃΓԃइεӭኧӧৎύޕߏ፸Ϸᡶᶘٚߏள ᡣচҁؒԖΓഉՔߏԃคٽࢂᆶԃᇸΓόӕǴԶྣ៝׳੯ੰᏤठό഻ၮǴԴΓԐᅵԐଆၮਔ໔ ккл ԴԃΓԖ٣ёЪᡂԆǴϸԶගଯԴԃΓғࢲᅈཀࡋǶޑ٣٣܌ Ԗϩύϟਏ݀ǶࡺǴόሡाமڀᡉҢǴҶ໕ၮੋΕӧҶ໕ၮߔᛖᆶғࢲᅈཀࡋϐ໔Ǵ่݀زΒ) ҁࣴ) ǴҕҕЋԖ൩ӳǶ൩рߐණޜॐԴԃΓѐၮǴёаႴᓰԴԃΓԖ ᆶࡌڋज़زࣴ 5.3
Κزჴ୍Ǵᗨӧࣴک಄ӝፕЎǴуΕ࣬ᜢፕᆶჴ୍ݩǴаزӧीࢂୖԵ୯ϣ୯Ѧࣴزҁࣴ ኬୃᇤϐೀǶӢԜǴගраΠࡌǴ߾ڗǴёૈԖڋΓᏢǵਔ໔Ϸज़ঁܭᆶᝄᙣᄊࡋǴԖᛖ܄ǵ࠼ᢀֹ ᡍǶޑزբࣁࡕុࣴ ڋज़ޑزǵࣴ ᡏӭࣁଯѱٚ҇ࢲύЈࣁҞǴ٠аଯѱϘݓᆶᡶᶘᆶऴ҆زჹຝࣁԴΓࣁЬǶࣴزࣴޑزҁࣴ ৡǶୃޑኬڗኬݤǴёૈԖܜԴԃߏ፸ǴճҔҥཀޑٚ҇ࢲύЈ Βǵࡌ ᜢ߯ǴฅቹៜғࢲᅈཀޑԃᅈϤΜϖྃаសҶ໕ၮߔᛖǵҶ໕ၮੋΕǵғࢲᅈཀࡋزҁࣴ ࡕុϐୖԵǶޣزࣴٮ൳ᗺࡌǴزБӛॶளǴҁࣴޑӢનᗋԖࡐӭᡍޑࡋ Бݤزдࣴځ)ᔈҔ) زਢࣴঁ܈ёа၂ుࡋೖፋޣزЬᚒϐቶࡋᢀᗺǶࡌ҂ٰࣴزࣴډǴ၂ၲزࣁໆϯϐࣴزҁࣴ ж߄ڀ׳่݀زҶ໕ၮߔᛖᆶғࢲᅈཀࡋϐᜢᗖቹៜӢનǴ٬ࣴޑዴϪӦᕕှԴԃΓଏҶࡕ׳БݤǴаزࣴ܄፦ ܄Ƕ ѬᡂځΒ)ቚу) ᡂٿࢂЬाᒧԜܭǴ܄ۓ،ڀၨقសԶޑҶ໕ၮߔᛖᆶҶ໕ၮੋΕჹଏҶࡕډԵቾܭҗزҁࣴ ׳زᡏૈǴ٬ࣴ܄ჴǵфૈךдᡂǴӵǹ۸၈ࡋǵǵࢲᡏᡍǵԾځӭуԵໆૈޣزբǶ҂ٰࣴ ࣁӄय़Ƕ 6.ୖԵЎ ύЎϩ Ҷ໕ᕉნسǶࠄεᏢਓၯᏢزҶ໕ࢲୖᆶᐒǵߔᛖӢનჹ۩ᅽགϐ࣬ᜢࣴޣΪ଼ǵഋҏ(2015)Ƕស .1 ᆅᅺγᅺγፕЎǶ Ƕၮၮ௲ግࣽᏢǴ(30)Ǵ53-66ǶزǶҖ৩ᒧЋၮᐒǵၮੋΕϷࢬᄣᡏᡍϐࣴ(2013)ޱΏች .2 Ծڗϣࡹᡏػ(2019)ǶၮၮݩፓൔǶ108 ԃ 9 Д 10 В .3 https://isports.sa.gov.tw/Apps/TIS08/TIS0801M_01V1.aspx?MENU_CD= M07&ITEM_CD=T01&MENU_PRG_CD=12&LEFT_MENU_ACTIVE_ID=26 Ծڗӄ୯ݤೕၗ(2015)ǶԴԴΓᅽճݤǶ2019 ԃ 10 Д 10 В .4 https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=D0050037 Ƕᆵчѱҥ௲ػزࡿሺ(2009)Ƕਲਲ༜ᑜԴΓεᏢᏢҶ໕ၮᐒǵҶ໕ၮߔᛖᆶҶ໕ၮਏϐ࣬ᜢࣴ .5 ǴᆵчѱǶހᡏػ௲ᏢᅺγᏢՏᅺγፕЎǴ҂рسεᏢᡏػᏢ ǶҎεᏢԋΓ௲ػᆶٯεᏢࣁޗᆶғࢲᅈཀࡋϐᜢ߯ɡааभਪᑜޕԴϯޑεᏢᏢޗޗ࠶ᗱ(2010)Ƕ .6 ǴཥԮѱǶހᅺγᅺ γፕЎǴ҂рسΓΚวᏢ ǶҶҶ໕ౢᆅᏢтǴزЈ଼நᆶғࢲᅈཀࡋቹៜϐࣴيၮҶ໕ੋΕჹޣࠤ۸ǵࡼ࣓(2012)Ƕଯស .7 5(1)Ǵ21-39Ƕ Ƕਲ༜ѱ୯ҥᡏػεᏢᅺγፕزֆऍࣔ(2013)Ƕ୯୯λ௲ৣҶ໕ၮߔᛖჹҶ໕ၮୖᆶϷғࢲᅈཀࡋቹៜϐࣴ .8 ЎǴ҂рހǴਲ༜ѱǶ ǶѠѠύᏢଣᡏػǴزֆܴᇇǵጰࡹػǵᲹྻ(2011)ǶԴԴԃΓҶ໕ၮߔᛖǵҶ໕ᅈཀࡋᆶғࢲᅈཀࡋᜢ߯ϐࣴ .9 (8)Ǵ51-60 ।Ƕ ȑǶѠчѱǺੀǶހБݤȐಃΒزֆ(2005)ǶҾҾࣴ .10 Ƕਲ༜ѱ୯ҥᡏػεزЈ଼நᜢ߯ϐࣴيЍǵҶ໕ၮੋΕᆶޗ؇ࡌᏌ(2011)ӧਲ༜ᑜ୯λ௲ৣ .11 Ǵਲ༜ѱǶހᅺγᅺγፕЎǴ҂рسᏢᡏػቶᏢ
ккм ᏢൔǴ12(4)ǴزǶᢀᢀӀࣴز഻ׅྷǵఉᄪၲ(2006)ǶᙍౚᢀၮੋΕǵౚ໗ຑሽϷᜅշਏϐࣴ .12 345-369Ƕ Ƕ୯ҥᡏػεᏢҶ໕ౢٯачεᏢࣁ-زՅᆶҶ໕ୖᆶϷҶ໕ߔᛖϐࣴفձ܄ች(2010)ǶζζεᏢғڬ .13 Ǵਲ༜ѱǶހᅺγᅺγፕЎǴ҂рسᔼᏢ Ƕٯቹៜ-аᆵύѱε֞ӦࣁޑΓ፦ǵҶ໕ᅈཀჹฦξՉࣁϷғࢲᅈཀࡋޣǶฦฦξ଼Չ(2007)ےߋܴ .14 ǴᄆϯᑜǶހᅺγӧᙍᅺγፕЎǴ҂рسεယεᏢҶ໕٣ᆅᏢ ೀǶεεᡏػᏢтǴ34Ǵ2-7ǶޑΚந(1997)ǶၮჹЈۑ .15 Ƕ୯ҥᆵৣጄεᏢᡏػᏢٯើӦࣁەа─زෞᜅᙗ(2009)Ƕ୯୯ύ௲ৣҶ໕ၮୖᆶՉࣁϷߔᛖӢનϐࣴ .16 ǴᆵчѱǶހӧᙍঅᅺγᅺγፕЎǴ҂рس Ǵਲ༜ѱǶހᅺγፕЎǴ҂р܌زǶ୯ҥᡏػεᏢᡏػࣴز٫ᆺ(2001)ǶԴԴΓғࢲᅈཀኳԄϐࣴ݅ .17 аѠࠄѱࢌ୯λ-ز(2017)Ƕ୯୯λଯԃભᏢูҶ໕ၮୖᆶǵҶ໕ၮߔᛖᆶғࢲᅈཀࡋᜢ߯ϐࣴذ .18 ǴѠࠄѱǶހᅺγᅺγፕЎǴ҂рسεᏢՉᎍᆶࢬ೯ᆅמǶᇻܿࣽٯࣁ ǶεယεᏢᆅᏢଣᅺγӧᙍزႍၮੋΕำࡋϐࣴרǶ୯୯λᏢูୖᆶᐒᆶߔᛖӢનჹ(2011)ޱ .19 ᅺγፕЎǴ҂рހǴᄆϯᑜǶ ᅺγᅺγፕЎǴ҂سǶ୯ҥᡏػεᏢၮᆅᏢزಷల(2014)Ƕကᑜ୯ύ௲ৣҶ໕ୖᆶᐒߔᛖϐࣴ .20 рހǴਲ༜ѱǶ ᅺγፕЎǴ҂рسεᏢᔼᆅמഋҥᒃ(2017)ǶҶҶ໕ၮୖᆶᐒᆶߔᛖჹੋΕϐቹៜǶѓቹ᛬ࣽ .21 ހǴ୷ໜѱǶ ᅽճޗǶҎεᏢزҶ໕ୖᆶϷғࢲᅈཀࡋϐӢનࣴޣഋᒸྻ(2013)Ƕቹቹៜᆶߚଯស .22 ǴཥԮѱǶހᅺγӧᙍᅺγፕЎǴ҂рسᏢ ǶѠѠчǺৣৣεਜزᡏࢲᄊࡋǵҶ໕ၮߔᛖϷᅈཀࡋϐ࣬ᜢࣴيؼᅇ(2002)ǶҶ໕ၮୖᆶᐒǵ .23 लǶ Ƕ୯ҥࡀܿ௲ػεᏢᡏزΕำࡋǵЈࢬᡏᡍᆶғࢲᅈཀࡋϐࣴੋޣఉଯউ(2014)ǶѠѠύѱϼཱུৼၮୖᆶ .24 ǴࡀܿѱǶހᅺγᅺγፕЎǴ҂рسػᏢ ǶᇶϘεᏢࣽҞ௲ػᏢᜪᅺγፕز൹ຬဂ(2005)Ƕ୷୷ໜѱ୯ύ௲ৣୖᆶҶ໕ၮݩᆶߔᛖӢનϐࣴ .25 ЎǴ҂рހǴཥчѱǶ ԾڗമമΚว(2019)Ƕཥཥᆪᖄ๎࠻Ƕ108 ԃ 7 Д 25 ВǶ .26 https://www.mol.gov.tw/announcement/2099/41320/ מࣽکǶऍٯаଯࡀӦࣁ-زኻࡌֻ(2018)ǶٛΓҶ໕ߔᛖǵҶ໕ၮୖᆶჹғࢲᅈཀࡋቹៜϐࣴ .27 ǴࡀܿᑜǶހᅺγᅺγፕЎǴ҂рسεᏢၮᆶҶ໕ ǶεٯЍǵҶ໕ߔᛖჹғࢲᅈཀࡋϐቹៜ—ཥчѱϦҥ௲ߥ୍ܺΓࣁޗᒘ✎࣑(2018)ǶҶҶ໕ୖᆶǵ .28 ǴᄆϯᑜǶހᅺγӧᙍᅺγፕЎǴ҂рسယεᏢҶ໕٣ᆅᏢ Ƕ୯ҥύ҅εᏢ୯ҥύ҅εزӧΓሞᜢ߯ǵғࢲᅈཀࡋϐКၨࣴޣᆶߚୖᆶޣᙁન݄(2004)ǶଯଯសᏢಞୖᆶ .29 ǴကѱǶހᅺγፕЎǴ҂р܌زᏢԋΓϷᝩុ௲ػࣴ मЎϩ 1. American College of Sports Medicine (1998). Exercise and physical activity for older adults. Medicine & Science in Sports & Exercise., 30(6), 992-1008. 2. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173. 3. Brandmeyer, D. D. (1987). Higher education activity and life satisfaction in the older adult (Doctoral dissertation, University of Georgia). Dissertation Abstracts International, 4. 4. Guieford, J. P. (1965), Fundamental Statistics in Psychology and Education, New York: McGraw-Hill. 5. Lazer, W. (1986). Dimensions of the mature market. Journal of Consumer Marketing. 1(3), 23-24.
ккн ᙴᛰ୍ߦᎍࢲᆶᜢ߯ࠔ፦ჹೀБཀᜫϐቹៜ-аࠔจຝࣁύϟᡂኧ The Influence of Pharmaceutical’s Promotion on Prescription Intention -The Brand Image As an Intermediary Variable ഋᄪБ 1 ୋ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] Ꮒ 2ےᖴ ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ٮᙴᕍᐒᄬϷޑࡋǶѠڋநߥᓀ଼ޑᏱԖऍӜ୯ሞ໔׳ǴقᙴᕍᕉნǴჹШࣚӚ୯ԶޑѠᏱԖШࣚࢬ ᛰࠔѱճዎࡐޑᡂǴаӢᔈᙴᛰࣚғӸϷԋߏǶѠҞޑೲӢᔈѱזᔼᕉნǴόளόޑᔈΨय़ᖏӭᡂ ബཥࣴวౢࠔϐѦǴӧߦᎍࢲᆶᜢ߯ՉᎍБޑଯճዎǴନΑाᝩុόᘐޑ༾ᖓǴᛰᛰቷऩයఈाᝩុᆢа۳ ගϲࠔڙགޑߞҺǵᅈཀ׳ᒍϷ܍ᜢ߯๏ϒ៝࠼ޑय़ᔈ၀ΨाׯᡂǴख़ᖐᒤᙴᏢᛰࠔࣴߦᎍࢲǴᆶ៝࠼ ոΚ׳ϩǴΨѸޑଯठ٬ᜫཀගϲೀБཀᜫǴ೭ࢂᛰᛰቷѸᇡࡘԵ׳۸၈ࡋޑจຝǴ೭ኬωૈ٬៝࠼ ޑϩǶ ܜЬाѠᙴৣӧߦᎍࢲᆶᜢ߯ࠔ፦ჹೀБཀᜫϐቹៜǴ٠аࠔจຝࣁύϟᡂኧǴ௦Ҕҥཀزҁࣴ วࠔزӅ100ҽǶ٬Ҕी೬ᡏSPSS 25.0բࣁीϩǶࣴڔኬϐჹຝǴीԖਏୢܜزኬǴаѠᙴৣࣁҁࣴ จຝёаᙖҗߦᎍࢲ໔ௗቚуೀБཀᜫၲ130%(0.366/0.281=1.302)ǴࠔจຝΨёаᙖҗᜢ߯ࠔ፦໔ௗቚуೀ Бཀᜫၲ1487%(0.565/0.038=14.868)ǴӢԜёаε൯ගϲᙴৣೀБཀᜫǶ ᜢᗖຒǺߦᎍࢲǵᜢ߯ࠔ፦ǵࠔจຝǵᖼວཀᜫ Keywords: Promotional activitiesǵRelationship qualityǵBrand imageǵPurchase intention
1.ᆣፕ ङඳزࣴ 1.1
ࡋǴᆀࢂ଼நߥᓀȨਜ਼ڋநߥᓀ଼ޑᏱԖऍӜ୯ሞ໔׳ᙴᕍᕉნǴޑǴѠᏱԖШࣚࢬقჹШࣚӚ୯Զ Ҕ൩ᙴǴޑΓ҇Ǵࣣૈаߚதե༹ޑࡋǶӄ଼҇நߥᓀǴόፕࢂবᅿ໘ભڋᙴᕍޑԎٖȩǴΨࢂШࣚӚ୯ᝡ࣬үਏ ǶਥᏵӄ଼҇நߥᓀ2018-2019ԃൔࡰрԾ1995ԃӄ҇܄Ϧѳޑࢂӄ҇൩ᙴޑᡏ܌ᙴᕍ୍ܺǴѬޑШࣚࢬڙ٦ ߥԏΕԋߏೲࡋǴϷܭז୍ࣁচ߾ǶҗᙴᕍЍрቚуೲࡋᇻىǴаᒿԏᒿбǵԾ๏ԾسߥᓀޗߥӝӚ଼ 2013ԃჴࡼΒж଼ߥǶܭ׳ԛፓଯߥᓀǴٿ2002ԃϷ2010ԃܭΓα่ᄬᆶᡏᕉნቹៜǴ଼ߥϩձޗ ᐒزࣴ 1.2
ȩڋߥࣁပჴ଼ߥᡏᛰϐᆅǴԾ2013ԃ1Д1ВଆϦჴࡼȨӄ଼҇நߥᓀᛰࠔҔϩଛКҞ଼ ԃԛԃᛰЍрȨҞॶȩǴ٠ᆶჴሞᛰЍрೱ่ǴຬၸҞॶਔǴԾ௴၂ᒤБਢǴЬाࢂႣ ϐᛰሽፓǶЪӕਔჹܭၻ(ค)ճයᛰࠔЪԏၩຬၸ15ԃޣჴࡼȨΟӕࡹȩǴཀջӕԋϩǵӕᏊࠠǵӕೕǵӕ ՜рቷࠉᗶၹഁ࠹ᆀճዎۯԖᛰࠔǴӕЍбሽǶՠԜᖐࠅԋԃԃፓᛰࠔሽǴԋ๏бᛰሽၸեǴ܌ໆ֖ ғӸǴӢᔈӚᅿ଼ߥӢનΠǴѦၗᛰቷࣁޑፂᔐᆶѱᐟਗ਼ᝡݾޑࡋڋǴໆচቷᛰଏрѱǶӧय़ჹ଼ߥىό යᆶѱ՞ԖǴЇวрᛰቷᑈཱུሡाᙴᛰຼڮғޑᛰࠔុۯᆅΠǴ၀ӵՖޑჹᛰࠔ௦ᖼԋҁ܌ࡹϷᙴᕍଣ Ӝࡋᓬ༈ǴᅰԶၸᎍ୧ޕޑᜢ߯ࠔ፦Ǵᔼр୯ሞҾࠔจຝᆶౢࠔޑၸߦᎍࢲቶᆶ࠼Њؼӳ୍ ՞ԖѱǴගϲϦљᔼᎍᕮਏǶԜࣁᐒϐǶ୍ٰܺ ࠔޑؼӳڰਡЈሽॶǴаϷᎡޑǴ୲Ӻࠔ፦ᓬӃسሽॶᡏޑࢂѸബрᛙុۯޑҾགྷाᛙ଼ЪߏΦ ៝ޑख़ຎǴ࣬ϸޑ࠼៝ܭϦљჹډڙၸำύǴ൩ૈགޑӼЈǵёǴ٠ၸᖼວډจຝǴӢࣁࠔจຝؼӳԶག кко ޑࢂࠔሽॶ׳ᆶ൞ϟǴڀπޑаϷౢࠔǶӢԜࠔจόࢂࠔྎ೯يΑှҾҁ׳ࠔจຝύޑ࠼ΨૈவҾ ևǶԜࣁᐒϐΒǶ ബޑଯճዎǴନΑाᝩុόᘐޑᛰࠔѱճዎࡐ༾ᖓǴᛰᛰቷऩයఈाᝩុᆢа۳ޑΨӢӵԜѠҞ ޑᅈཀǴ೭ኬωૈ٬៝࠼׳ᜢ߯ǵᡣ៝࠼ޑཥࣴวౢࠔϐѦǴӧߦᎍࢲᆶᜢ߯ՉᎍБय़ᔈ၀ΨाׯᡂǴख़៝࠼ ޑϩᡉҢᙴৣᆶᛰቷᙴᛰ୍ж߄زϩǶҽࣴޑոΚ׳ϩǴΨѸޑଯǴ೭ࢂᛰቷѸᇡࡘԵ׳۸၈ࡋ ୷ᘵǶԜࣁᐒϐΟǶޑሡ܌ڗӚܭϕᜢ߯ࠔ፦Ьाࡌҥ ՟ЯКᎍ܄ख़ाޑೀБ،Ǵᎍ୧Γᆶᙴৣϐ໔ᜢ߯ޑᜢٰ߯ቹៜᙴৣޑᛰᙴᛰж߄ததауமߚ҅Ԅ วǴᎍ୧ΓՉᎍࢂᛰزଞჹВҁᇙᛰՉᎍѱჴࣴޣளख़ाǶPahudȐ1997ȑᏢٰ܄ޑي୧Γҁ ࠔߦᎍനख़ाޑᕉǴᎍ୧ΓᆶᙴৣޑঁΓᜢ߯ᆶᛰࠔޑᎍ୧ໆԖᜢǶନΑঁΓᜢ߯ѦǴයтቶǵႝηແҹǵ ǵޕᇡޑቹៜᙴৣؼӳᜢ߯ǴޑόѦЯࢂाуుᙴৣᆶᛰቷޑҞځǶڀߦᎍπޑᏢೌϷҢҭࣁதҔ ᄊࡋϷՉࣁǶԜࣁᐒϐѤǶ ཇᅈཀਔǴ߾୍ܺޑٮග܌ᡉҢǴᙴৣჹᛰࠔᎍ୧ΓϷᛰࠔϦљ่݀زScharitzer and KollaritsȐ2000ȑࣴ ᙴৣჹԜᛰࠔᎍ୧Γ܌ᎍ୧ޑᛰࠔϐೀБໆ൩ཇቚуǴԶჹϦљޑѱԋߏᆶճዎԖගϲޑਏǶPahud, ᜢ߯ޑᕉǴᙴᛰ୍ΓᆶᙴৣޑวǴᙴᛰ୍ж߄Չᎍࢂᛰࠔߦᎍനख़ाزRiectbroek and JohnsȐ1997ȑࣴ շǴ٠ૈ܌ၮբԖޑჹჴ୍ૈزགྷᙖԜǴ׆ఈԜࣴךޑޑᎍ୧ໆԖᜢǶவ٣ᛰ୍ऊΐԃޑࠔ፦ᆶᛰࠔ ޑݩၮբǴ٬ϦљૈϷਔፓϷೕჄǴᔕुрന٫ރޑჴሞౣᆶѱܭ๏ϦљՉᎍǵҾჄ࣬ᜢߐǴჹٮග ౣǶԜࣁᐒϐϖǶ ޑҞزࣴ 1.3
ᛰߦᎍܭᙴৣჹޑ܌ΠǴӚભᙴଣບڋᕕှӧҞӄ଼҇ߥჴࡼᡏܭӧޑҞزॊǴҁጇፕЎϐࣴܭ୷ ݩගрଷӵΠǺރޑډቶࢲࡕᒧᛰࠔፓᏊཀᜫ٬ҔᆶϸᔈǶӢԜਥᏵதၶ ೀБཀᜫǶޑᜢ߯ࠔ፦ǴԶߦᙴৣޑᛰӵՖၸߦᎍࢲᆶᙴଣᙴৣࡌҥؼӳ.1 ཀᜫǶޑࠔจຝǴԶගϲᙴৣගрೀБޑᛰӵՖࡌҥؼӳ.2
2.Ў ளǴڗࠔёᇸܰᖼວ٬ҔǴ҅தሡၸᙴৣೀБࡕωёа܄ጔࡺǴೀБᛰࠔคݤႽۓѠݤೕೕ ஒ٩ᙴৣೀБཀᜫՉࣁϐزౢࠔᙴৣೀБᒧǴԋࣁಃεፐᚒǶҁࣴޑǴӵՖ٬ளԾρفຎޑࡺઠӧᛰቷՉᎍ ǴՉЎӣ៝Ƕۺᄬ܄ቹៜӢન زߦᎍࢲ࣬ᜢࣴ 2.1
ܭᆒઓӧޑྎ೯ၸำǶѬޑۺǵᢀ୍ܺ܈ࢌౢࠔڙကߦᎍ(Promotion)Ώࢂᇥܺ៝࠼ௗۓύزէර(1991)ࣴ ۓύஒߦᎍزࣴܭ (ՉǶKotler(2005ڗ௦ځৡձᓬ༈ၲ๏Ҟ៝࠼Ǵ٠ߦ٬܈܄ᓬ౦ޑౢࠔύޑٮග܌ஒҾ ޑᖼວၨӭ܈ࢌౢࠔ௦Չගᖼວܭᎍჹ܈ޣಔԋǴЬाࢂҔٰᐟᓰ܌ڀᇨӢπޑကࣁҗ٤хᛥຝ ܺ܈ᖼວౢࠔޣᇨӢᆶႴᓰޑကࢂճҔаอයቚуౢࠔሽॶۓޑߦᎍࢲܭࡰрჹزኧໆǶKitchen(1993) ࣴ ځǴаගϲޣᖼວᇨӢٰቹៜനಖޑᚐѦٮࢲǶጰᘫӵǵഋ߷ճȐ2011ȑගрߦᎍࢲࢂගޑቚуᎍ୧୍ ,ளೀБᛰǴӢԜGonul,CarterڗεѸҗᙴৣೀБωૈܭǴҗقߦᎍࢲԶޑሽॶǶ൩ೀБᛰޕϐ ޑނᙴৣԶߚჴሞ٬Ҕᛰޑ܌ߦᎍჹຝࢂᙴᕍଣޑჹೀБᛰޣύගрՋᛰزPetrova and Srinivasan (2001)ࣴ ޣǶ زᜢ߯ࠔ፦࣬ᜢࣴ 2.2
ޑ܄ϕᜢ߯Ƕᜢ߯ՉᎍջࢂமፓߏයុޑᛰቷࣁΑᘉεѱᎍ୧ᆶ୍ܺǴрߦᎍࢲٰࢲ๎ᆶᙴৣ ҬඤၸำDwyer, Scherr and Oh (1987ȑǶԶᆢԜᜢ߯ޑமࡋջ܌ᆀᜢ߯ࠔ፦ǴёаԵቾԋᜢ߯மࡋޑຑ ကǴᇡࣁᜢ߯ࠔ፦ۓSmith(1998)ǹCrosby, Evansand Cowles (1990)ǶCrosby, Evans, and Cowles (1990)ࡰрᜢ߯ࠔ፦ ޑᜢ߯ࠔ፦ࢂϸᔈрᜢ߯ޑᆶයఈǶSmith (1998)ΨᇡࣁሡޑᡏຑሽǴԜຑሽ಄ӝᚈБޑࢂວ፤ᚈБᜢ߯மࡋ ำࡋǶHennig-Thurau and Klee(1997ȑىᅈޑϷයఈଯ໘ࡌᄬǴᆶᜢ߯ΓӧሡޑமࡋǴঁх֖Ӛᅿ҅य़ᜢ่߯݀ ккп ᒍϷߞ܍ำࡋǵޕᇡޑϪำࡋǴх֖ᡏࠔ፦ޑ࠼ᜢ߯ሡ៝ىǴёຎࣁӧᅈۺཷޑᜢ߯ࠔ፦ӵӕౢࠔࠔ፦ ᒘǶSmith(1998a,1998bȑᇡࣁᜢ߯ࠔ፦ԿϿхࡴᅈཀǵߞҺϷ܍ᒍΟঁ࣬ᜢᄬय़Ƕ زࠔจຝ࣬ᜢࣴ 2.3
ကࣁҗӜᆀ(name)ǵ಄ဦ(symbol)ǵ߄(sign)ǵۓऍ୯ՉᎍᏢ(American Marketing Association, AMA)ஒࠔจ ܌ԖޣᎩᝡݾځޑǴԶᆶౢނమཱᒣҾࠔᆶ୍ܺϐૈޣаӚಔԋаճ٬܈ᜏᇟ(term)ൂᐱԋ Ԗౢࠔ୷ҁ܌ຝǴᇡࣁۺᆅࢎᄬύǴวрΟᅿࠔจཷۺࠔจཷޑගр܌ձ Aaker,(1991)ǶPark et al.(1986ȑ ຝǶޑՏࣁфૈǵຝቻᆶᡍۓ֡ё ຝѦǴќޕޑቹៜ܌ྎ೯ࢲޑࡰрࠔจຝࢂᅿҗҾزParkǵJaworski and MacInnis (1986)ࣴ ᔼ܌ᇡှǶPark(1986)߾ᇡࣁࠔจຝࢂՉᎍΓᙖࠔจᆅޑౢғჹࠔจ܌ᙖҗࠔจ࣬ᜢೱࢲޣࢂঁ (ຝᜪձǶKeller(1993܄ᡍ܈ǵ܄ǵຝቻ܄фૈܭፕёϩᜪܭдҺՖࠔจϷౢࠔځགǴޕޑബр܌ ࠔจᖄགྷǶޑԖ܌ᏫύޣǴϸࢀӧޕགޑჹࠔจޣᇡࣁࠔจຝࣁ ᜢᗖӢનǶDrawbaughޑᜢ߯Ǵࢂԋࣁቹៜ៝࠼ᖼວཀᜫޑሽॶǵᖼວཀᜫޕࠔ፦ǵޕࠔจຝᆶޑҾ Γ፦ჹࠔจϐӑຝǴ൩рࠔจຝǶ Magid,Cox and CoxȐ2006ȑࡰрࠔจຝж߄៝ঁޣډȐ2001ȑග ჹࠔޣวǴऩࠔจຝၨдจࣁӳǴزᄊࡋǶ֮݅ഒᆶࡌျȐ2010ȑࣴޑ࠼ჹࠔจӜᆀǵᇞᆶౢࠔࠔ፦ ᏫኳԄύǴЪஒೱ่ԋࣁᖼޑޣᄊࡋஒගଯǶቅϺ፥Ȑ2005ȑࡰрǴࠔจຝȐBrand ImageȑӸӧӧޑจ ख़ाԵໆӢનǶޑວ، ޣϐǴࠔจຝόࢂقௗᡉቹៜࠔจǴඤޔFaircloth, Capella and AlfordȐ2001ȑᇡࣁࠔจຝ ޣᖄགྷǴ೯தၸೱ่ޑೱՍޣёඹ៝࠼ᆶቷബሽॶǶHsieh(2002)ࡰрࠔจຝࢂ׳ЬᢀཀǴޑ ᎍ୧ύǶޑ୍ܺکӚᅿౢࠔܭቶᔈҔޑᏫТࢤǴԋჹࠔจᏫηǶຝᏤӛޑӧЈύ (ᄊࡋǶLow and Lamb(2000ޑMagid,Cox and CoxȐ2006ȑࡰрࠔจຝж߄៝࠼ჹࠔจӜᆀǵᇞᆶౢࠔࠔ፦ ǴکᕴޑޕՉࣁǴΨ൩ࢂᇥࠔจຝёຎࣁ៝࠼ჹ၀ࠔจӄۓ،ޑύΨගр៝࠼Ψ٩၀ࠔจٰՉᖼວزࣴ ࣴޑ䣸ǵഋԿǵဤٖ౺Ǵ2004)Ƕᖴ۩ᐪᆶጰ୯উ(2008)ଞჹ282Ӝᙴৣۓᜢ߯ࢂҬϕቹៜ(ࠬޑࡺࠔจᆶ៝࠼ϐ໔ ࡰрᙴৣزࣴޑ(ǵࠔจຝϷሽǶᚑലཁ(2010܄ǵߡճ܄ԛࣁӼӄځനࣁख़ຎǴ܄Ԗਏޑᛰࠔܭࡰрᙴৣჹز ቹៜǶޑᛰࠔࠔจډڙೀБ،ܴᡉӦޑ زೀБཀᜫ࣬ᜢࣴ 2.4
ભᛰࠔǴज़ᙴৣບᘐࡕ໒ҥᅱ࿎٬ҔǶੰڋࡋǴᛰࠔϩભၟႝቹϩջᜪ՟ǴೀБᛰ൩ӕज़ڋႝቹԖϩભܭҗ ኳԄǴࡺᙴৣӧᖼວᛰ،ޑǶଞჹᙴৣೀБཀᜫޑள٬ҔڗࢂѸҗᙴৣӢੰݩԶ໒ҥೀБࡕωૈޣ܈ ՉࣁǶ،ޑжᖼΓȩޣȨಃΟܭဌՅǴHollander and Rassuli(1999ȑှញ೭ࢂឦޑᄽߚதᜢᗖתࠔ،ၸำ жᖼΓٰᔅԆຑϷᒧЬᏤǶᙴৣೀБᛰࠔࢂࡰǺሡाᙴৣޣ،ၸำஒӄኧҗಃΟޑӢԜǴϐࡕ җύѧፁ܈ᛰ٣ݤಃϤΜΎచǺ嘸җᙴৣೀБܭज़ڙளϐᛰࠔǶԶೀБᛰࠔڗளǴ٠ߚΓᒿೀёڗೀБωૈޑ ۓ،ϷੰሡाǴೕጄǶ嘹җᙴৣӢੰሡ܌ࣁज़ނᙴᕍт܄ᏢೌܭቶаฦၩځǴނϐᛰۓғЬᆅᐒᜢϦࡰ ٬Ҕ໒ҥবᅿӝᛰࠔ๏ϒੰೀБ٬ҔǶ ᒧǶລৎӀ(2003ȑளᙴৣӧೀБᛰࠔਔǴଞჹᛰࠔނᛰځᆶୃӳቹៜ܄ಞޑLundin(2000ȑᇡࣁᙴৣ ၸำύǴऩޑೀБ܈ᛰࠔנӢનࣣӈΕЬाԵໆচӢǶӧᙴৣ܄ǵᛰਏǵୋբҔǵҬϕբҔǵБߡ܄Ӽӄيҁ ёૈӒϷੰҔᛰӼӄǶǴۓ،ޑӛᄊࡋǴቹៜᙴৣೀБཀᜫ҅ޑၗૻނཥᛰڙௗ܈คղᘐ ೀБཀޑࢲǴૈගଯᙴৣ܄Ҷ໕܈ࢲǵᙴᛰᎍ୧ж߄୍ܺ܄ᇡࣁόᆅࢂၸᏢೌ่݀زယߪՙ(2004)ࣴ ບੰޣᏢᐕǵᐕङඳჹځǴᙴޣٮࢂᙴᕍ୍ܺගޑᇡࣁᛰᆶᙴৣೀБೀБՉࣁǴࡰزᜫǶኻ(2005)ࣴ ೀБࠠᄊǴх֖ೀБϺኧǵೀБᓎԛϷೀБҔໆǶޑޣٮᘐࡕǴ໒ҥᙴৣೀБǴջࢂᙴᕍග
ккр Бݤزࣴ.3 ᄬय़ᆶᏹբزଷϷࣴزࢎᄬǵගрࣴزБݤǴ٩ᏵಃΒകЎࡌҥҁࣴزϐࣴزҁകЬाᇥܴҁࣴ ϐଷǶزǴаᇆჴၗϩٰᡍҁࣴڀπزբࣁٰࣴڔကǴ٠Չीୢۓ܄ ࢎᄬزࣴ 3.1
ǶزࢎᄬკǴၗٰྍࣁҁࣴزკ 3-1 ࣴ ଷزࣴ 3.2
ೀБౢғޑ۸၈ࡋǴԶӆѐቹៜᙴৣޑϕੋΕѐቹៜᙴৣჹࠔจޑύᇡࣁߦᎍࢲزጯ᐀ࣿ(2002)ࣴ ᇥݤᆶޑޣᡉቹៜਏ݀ǶӢԜᆕӝаᏢڀᜄࠔߦᎍࢲჹߡճ۫ࠔจຝ่݀زख़ᖼཀᜫǶഋ։ࡏ(2007)ࣴ ගрǺزፕ٩ᏵǴҁࣴ Ԗ҅ӛቹៜڀH1:ߦᎍࢲჹࠔจຝ ᙴৣୖᆶᛰࢲǴхࡴрৢᙴᛰࣴǴ٠Ъᆶᙴᛰж߄ϐ໔ԖؼӳޑύᇡࣁᏢೌࠠᄊزߘճ(2003)ࣴ ύჹزࠔจຝӧ่ࣴ݀زᒧǶη(2015)ࣴޑނࠔจຝԶቹៜᛰޑϕቹៜᛰޑᜢ߯Ǵ೭ኬޑϕ ᇥݤᆶፕ٩ᏵǴҁޑޣೱ่Οᅿᜢ߯ೱ่ύ߾ԖᡉቹៜǶӢԜᆕӝаᏢ܄ೱ่ǵ่ᄬ܄ޗೱ่ǵ܄фૈܭ ගрǺزࣴ Ԗ҅ӛቹៜڀH2:ᜢ߯ࠔ፦ჹࠔจຝ Ǵ܄ӛ࣬ᜢ҅ޑԖߚதᡉڀፉᆶᙴৣᅈཀࡋ϶܄ޑࢲౢғ܄ޑޑύᇡࣁԖҞزጯ᐀ࣿ(2002)ࣴ ϩߦᎍჹᖼວཀკԖ҅ӛϐቹៜǶزǶകᄭ(2014)ࣴ܄ӛ࣬ᜢ҅ޑԖߚதᡉڀԶЪᙴৣᅈཀࡋᆶख़ᖼཀᜫ໔Ξ ගрǺزᇥݤᆶፕ٩ᏵǴҁࣴޑޣӢԜᆕӝаᏢ Ԗ҅ӛቹៜڀH3:ߦᎍࢲჹೀБཀᜫ Ƕᜢ߯ࠔ፦ޑᜢ߯ࠔ፦ϕԖрᡉޑᙴᛰж߄کϩύวǴჹᛰࢲୖᆶϷزߘճ(2003)ࣴ ࡰрᜢ߯ࠔ፦ёа҅ӛቹៜᙴৣೀБՉࣁ۸၈ࡋǶቅݞ(2010)аᜢ߯ࠔزҭቹៜᙴৣೀБՉࣁǶယߪՙ(2004)ࣴ ᜢ߯ࠔ፦ޑჹᙴᕍᐒᄬ܄ᔈ ٮǵૈΚᆶ܄ࠔ፦ǵࠔจ୍ܺޑᔈٮࡰрᛰࠔز፦բࣁύϟᡂኧǴࣴ ύᇡࣁᛰࠔᎍ୧ΓᆶᙴزӆᖼೀБՉࣁǶጯ᐀ࣿ(2002)ࣴޑӳᚯΨஒቹៜᙴৣ҂ٰޑቹៜǴᜢ߯ࠔ፦ޑԖᡉ ϩᡉزཀᜫǶη(2015) ࣴޑௗӦቚуᙴৣख़ᙟೀБᛰࠔޔྎ೯ϕᜢ߯ࠔ፦ཇؼӳਔǴࢂޑ߃යޑ໔ৣ زೱ่ࣣ҅ӛቹៜᙴৣೀБՉࣁǶϘቺ(2010)ࣴ܄ೱ่ǵ่ᄬ܄ޗೱ่ǵ܄ҢǴᜢ߯ࠔ፦ϐᜢ߯ೱ่ύфૈ ׯ๓ᛰቷᆶᙴৣ໔ܭගܹஒԖշޑӛቹៜǴϦᜢᜅշᛰቷჹᜢ߯ሽॶ҅ޑϩύวǴᜢ߯ሽॶჹᜢ߯ࠔ፦Ԗᡉ ᇥݤᆶፕ٩ޑޣӛቹៜǶӢԜᆕӝаᏢ҅ޑᜢ߯ࠔ፦ǶЪᜢ߯ሽॶჹᙴৣೀБཀᜫϐᅈཀࡋᆶ۸၈ࡋԖᡉޑ ගрǺزᏵǴҁࣴ Ԗ҅ӛቹៜڀH4:ᜢ߯ࠔ፦ჹೀБཀᜫ ࠔޑྎ೯ϕϝؼӳਔǴ߾ᡣᙴৣޑύᇡࣁᛰࠔᎍ୧Γᆶᙴৣ໔Ǵਔ໔ΦǴ۶Ԝ໔زጯ᐀ࣿ(2002)ࣴ (ߜ(2015ەϩࠔจᄊࡋჹᖼວཀკԖ҅ӛቹៜǶزख़ᖼཀᜫΨගଯǶകᄭ(2014)ࣴޑจ۸၈ࡋගଯ,ฅࡕᙴৣ ккс ගزᇥݤᆶፕ٩ᏵǴҁࣴޑޣቹៜԖ҅ӛᡉਏ݀ǶӢԜᆕӝаᏢޑᖼວཀᜫޣϩࠔจຝჹزࣴ рǺ Ԗ҅ӛቹៜڀH5:ࠔจຝჹೀБཀᜫ ೱ่,ǴќѦᙴᛰ୍ᙖҗᖐ܄ೱ่ǵ่ᄬ܄ޗೱ่ǵ܄ϩࠔจຝࣣቹៜфૈزη(2015)ࣴ ೱ่ࣣ҅܄ೱ่ǵ่ᄬ܄ޗೱ่ǵ܄ϩ่݀ᡉҢǴᜢ߯ೱ่ύфૈزᒤᙴᏢࣴᆶ៝࠼ஏϪྎ೯ೱ่Ǵࣴ ගрǺزᇥݤᆶፕ٩ᏵǴҁࣴޑޣӛቹៜᙴৣೀБՉࣁǶӢԜᆕӝаᏢ Ԗύϟਏ݀ڀH6:ࠔจຝӧߦᎍࢲჹೀБཀᜫϐቹៜ ύቹៜфૈځೱ่നமǴԶ܄ೀБՉࣁафૈޑፕǴӧᜢ߯ೱ่ύቹៜᙴৣ่݀ޑϩزη(2015) ࣴ ቹៜǶӢԜᆕӝ܌ࠔจຝޑೀБՉࣁӢࣁᛰቷޑೱ่ΞаࠔจຝቹៜΚࣁനεǴΨ൩ࢂቹៜᙴৣӧჴሞ܄ ගрǺزᇥݤᆶፕ٩ᏵǴҁࣴޑޣаᏢ Ԗύϟਏ݀ڀH7:ࠔจຝӧᜢ߯ࠔ፦ჹೀБཀᜫϐቹៜ ကۓ܄ߦᎍࢲᏹբ 3.3
࣮ݤᆶୖᆶǴᛰࠔߦᎍࢲϩࣁᙴᛰж߄ǵᙴᛰࣴޑᛰࠔޑቶ܌ЬाࢂᑽໆߦᎍࢲჹᙴৣϷᛰቷ ᖏൔǵᙴᛰᚇᇞᛰࠔቶᆶᖄፉࢲΎᅿǶ1. ᙴᛰж߄Ƕ2. ᙴᛰࣴǶ3. ኬࠔǶނǴᜄࠔǵኬࠔǵᛰ ᖏൔǶ6. ᙴᛰᏢೌၗǶ7. ᖄፉࢲނᜄࠔǶ5. ᛰ .4 ǴаගޣᖼວᇨӢٰቹៜനಖޑᚐѦٮကࣁǺጰᘫӵǵഋ߷ճȐ2011ȑගрߦᎍࢲࢂගۓޑ௦Ҕزҁࣴ БԄߦᎍȐջёҥޑ܄ۯ܈БԄߦᎍޑ܄ᑽໆᄬय़ࣁǺShimp(1990)ගрҥջޑ௦ҔزሽॶǶҁࣴޕϐځϲ ᇨӢȑǶޑٮග܌ቷډၸࢤਔ໔ωૈள܈ᇨӢޑٮջᕇளቷග ᄬ ᑽໆ ᡂኧϐᏹ ᚒڔԵЎ ୢୖ ကۓ܄य़ ᡂኧ բ ೀБǶޑϕؼӳёቚᙴৣޑாᇡࣁᛰቷᙴᛰж߄ᆶᙴৣ.1 Shimp(1990); 2.ாᇡࣁᛰቷᖐᒤޑᏢೌࣴёቚᙴৣჹᛰނޑᕕှᆶೀ ߦ ߦᎍ ᙴৣჹܭ ߘճ(2003); БǶ ᎍ ࢲ ᛰߦᎍ ᕕှᆶೀБǶޑނᜄࠔቚᙴৣჹᛰޑٮጰᘫӵǵഋ߷ 3.ாᇡࣁᛰቷග ࢲ ޑᇡ ࢲՉࣁ ᕕှᆶೀБǶޑނᏢೌၗёቚᙴৣჹᛰޑٮճ(2011);ഋਜ 4.ாᇡࣁᛰቷග ࣮ݤޑ ޕ ຽ(2015) 5.ாᇡࣁᛰቷᖐᒤޑᖄፉࢲёቚᙴৣᆶᙴᛰж߄ϐ໔ޑᜢ ߯Ƕ
ᙴৣჹܭ Shimp(1990); ߦ ߦᎍ 1.ፎୢாதୖуᛰቷᖐᒤᏢೌࣴǶ ᛰߦᎍ ߘճ(2003); ᜄࠔǶޑٮᎍ ࢲ 2.ፎୢாத٬Ҕᛰቷග ࢲՉࣁ ጰᘫӵǵഋ߷ ၗǶޑٮፎୢாத᎙᠐ᛰቷග.3 ୖޑ ࢲ ޑୖᆶՉ ճ(2011);ഋਜ ᆶ 4.ፎୢாதୖуᛰቷᖐᒤᖄፉࢲ(ӵౚ௶܈ᆫᓓ)Ƕ ࣁ ຽ(2015)
(ၗٰྍ:Shimp(1990);ߘճ(2003);ጰᘫӵǵഋ߷ճ(2011);ഋਜຽ(2015 ကۓ܄ᜢ߯ࠔ፦ᏹբ 3.4
Ьाᑽໆ៝࠼ᅈཀຎࣁᜢ߯ࠔ፦ޑӸރᄊǴΨ൩ࢂࡰᛰቷ܈ᙴᛰ୍ᆶᙴৣϕၸำύਥᏵᙴৣᡍ ᑽໆᄬय़ࣁǺSmith(1998)ගޑ௦ҔزᄊǶҁࣴރڙག܄ޕᇡޑ߄рٰ܌ຑሽޑϷቹៜޕᇡڙᡏགޑჹᛰᛰቷ ߄Չ܌ᛰቷ܈ကࣁǺջᙴᛰ୍ж߄ۓޑஒߞҺزቹៜǶҁࣴޑۺᒍ೭Οᅿᄬ܍аߞҺǵᅈཀϷډڙрᜢ߯ࠔ፦ ޕϐޕᇡ܌ကࣁǺջӝբᚈБۓᒍ܍ஒزǶҁࣴޕޑዴ҅ٮࣁᡣᙴৣౢғ๓ཀϷёϐߞᒘำࡋǴ٠Ъග ကࣁǺջᙴᛰౢࠔϐᖼວᆶ٬Ҕϐᄊۓஒᅈཀزӝբᜢ߯ϐำࡋǶҁࣴޑᜫཀΕ٠ᅰനεոΚѐᆢᛠ೭ঁԖሽॶ ࡋຑሽǶ
ккт ᄬ ᑽໆ ᡂኧϐᏹ ᚒڔԵЎ ୢୖ ကۓ܄य़ ᡂኧ բ ᛰቷ܌߄ Չࣁᡣ ᙴৣౢғ ёϷ๓ Smith(1998); ǶޑЍජࢂё٩ᒘޑਔǴாᇡࣁԜᛰቷԖख़ाሡ.1 ߞҺ ཀϐߞᒘ ᐽऍী(2007); ᛰࠔࠔ፦Ϸ࣬ᜢၗૻǶޑٮா࣬ߞԜᛰቷග.2 (η(2015 ำࡋǴ٠ ٮЪග ҅ዴޑ ᜢ ޕǶ ߯ ᙴৣᆶᛰ ࠔ ቷᚈБ܌ ፦ ᇡޕϐޕ ᜫཀ Smith(1998); ᒍǶ܍ޑ܌Ε٠ᅰന 1.ாᇡࣁԜᛰቷᒥൻд ܍ᒍ ᐽऍী(2007); ӭЈΚᆶாࡌҥؼӳᜢ߯Ƕ׳εոΚѐ 2.ԜᛰቷᜫཀΕ η(2015) ᆢᛠ೭ঁ Ԗሽॶޑ ӝբᜢ߯ ϐำࡋǶ ᙴৣჹܭ ᛰቷᖼວ ౢࠔࡕ ᜢ ᡏᇡޕϷ Smith(1998); ߯ 1.ாᇡࣁԜᛰቷᒥൻд܌ޑ܍ᒍǶ ᅈཀ ቹៜޑ ᐽऍী(2007); ӭЈΚᆶாࡌҥؼӳᜢ߯Ƕ׳ࠔ 2.ԜᛰቷᜫཀΕ ຑሽ܌߄ η(2015) ፦ ޑрٰ ᇡޕ܄ރ ᄊǶ (ၗٰྍǺSmith(1998);ᐽऍী(2007);η(2015 ကۓ܄ࠔจຝᏹբ 3.5
ᑽໆᄬय़ࣁǺޑ௦ҔزǶҁࣴڙགޕᇡޑቹៜᙴৣჹౢࠔ܈Ьाࢂᑽໆᙴᛰ୍ёճҔࠔจຝٰׯᡂ மࡋᆶࠔจᖄགྷޑ഻ӳࡋǵࠔจᖄགྷޑᅿᜪǵࠔจᖄགྷޑǴЬाϩࣁࠔจᖄགྷ܄߾ࡰрࠔจຝزKeller(2001)ࣴ Ƕޑቹៜԋ܌ຝޣǴฅԶࠔจຝࢂҗҾຝǵౢࠔຝǵ٬Ҕ܄ᐱޑ
клй ᄬ ᑽໆ ᡂኧϐᏹ ᚒڔԵЎ ୢୖ ကۓ܄य़ ᡂኧ բ ៝࠼ჹܭ ٮҾග ϐౢࠔǵ ୍ܺǵ܈ Keller(2001);ጯ ?ӜࡋޕԖଯڀ ᐀ࣿ(2002);ᐽ 1.ԜᛰቷޗҾ ࣬ᜢ යఈǻޑࢲǴ ऍী(2007); 2.ԜᛰቷᛰࠔࣴวബཥǴ٠಄ӝᙴৣ܄ ຝ (ԶԋЬ η(2015 ᢀޑᡏ ᄊࡋᆶӑ ຝǶ ёٮࠔ ග จ ޑᛰࠔၗ Keller(2001);ጯ Јૼб٣ǻܫ ᙴᛰ ૻϷଯࡋ 1.Ԝᛰቷᙴᛰж߄ૈॶளா ᐀ࣿ(2002);ᐽ ຝ ж߄ ޑ୍ܺ 2.Ԝᛰቷᙴᛰж߄ೀୢᚒᆶܤਔᄊࡋᑈཱུǻ ऍী(2007); Ъᡍᙦǻޕഢڀຝ ၈Ϸࡨೖ 3.Ԝᛰቷᙴᛰж߄ η(2015) ᓎ٠ߞ Ӻ܍ᒍǶ ᙴৣӧຑ ᛰ Keller(2001);ጯ Ԗڀ܌ࠔ ౢࠔ ᐀ࣿ(2002);ᐽ 1.ԜᛰቷᛰࠔӼӄ܄ଯǶ ޑӭ ຝ ऍী(2007); 2.ԜᛰቷᛰࠔᕍਏॶளߞᒘǶ ܄ࡕԶᕇ η(2015) ளޑࠔ፦ ᕴ่݀Ƕ (ၗٰྍ:Keller(2001);ጯ᐀ࣿ(2002);ᐽऍী(2007);η(2015 ကۓ܄ೀБཀᜫᏹբ 3.6
ᑽໆᄬय़ࣁǺJonesޑ௦ҔزϐཀᜫǶҁࣴޑݯᕍҞډሡԶᒧবᅿᛰࠔၲ܌ݩੰޣЬाࢂᑽໆᙴৣଞჹ ཀᜫǵ҅य़αǵӆᖼཀᜫǵޑᙚޣ۸၈ࡋՉࣁхࡴӛಃΟޑගр܌(and Sasser(1995) ᆶ Gronholbt et al., (2000 ҬܰᓎᆶኧໆᖼວՉࣁٰᑽໆᙴৣೀБՉࣁǶޑཀᜫǵ࠼Њޑࡋǵ࠼ЊҬΰᖼວהޑሽ
клк ᄬ ᑽໆ ᡂኧϐᏹ ᚒڔԵЎ ୢୖ ကۓ܄य़ ᡂኧ բ ᙴৣଞჹ ݩੰޣ ܌ሡԶ ᒧবᅿ Jones and ჹܭ၀ᛰቷᙴᛰж߄Ϸϟಏޑᛰࠔ ډೀ ᛰࠔၲ ᛰࠔǶޑSasser(1995); 1.ாᅰໆᓬӃ٬ҔԜᛰቷᙴᛰж߄ ޑБ ೀБ ݯᕍҞ ᛰࠔǶޑӕᏆ٬ҔԜᙴᛰж߄ᛰቷޑߘճ 2.ாᜫཀᙚ๏ா ཀ Չࣁ ޑ҅य़α ᝩុ௦ҔǶךη 3.ջ٬ᛰሽԖፓᅍǴ;(2008) ᜫ ǵӆᖼ ϝុ௦ҔǶךдᜪ՟ᛰࠔᕍਏԖՅǴځ(2015) 4.ջ٬ ཀᜫǵሽ הޑ ࡋϐೀ БǶ (ၗٰྍ:Jones and Sasser(1995);ߘճ(2008);η(2015 ᆶၗϩ่݀زࣴ.4 4.1 ኬҁ่ᄬϩ
ӭǶۚ܄تаޣೖڙύځғ՞ 73ʘ(N=73)Ǵζғ՞27ʘ(N=27)ǴتձБय़Ǵ܄ϐኬҁၗ(N=100)Ǵӧزҁࣴ (N=10)%10ک(ᆶ30ྃаΠǴӚ՞ 11% (N=11ྃ 60~51 کྃ ԛࣁ 31~40ځԃសቫа41~50ྃۚӭǴ՞ 73ʘ(N=73)Ǵ ՞26%(N=26)Ǵറγޣೖڙޑԛࣁᅺγϐ௲ػำࡋځӭǴ՞ 60ʘ(N=60)Ǵۚޣೖڙޑᆶ6%(N=6)ǹεᏢϐ௲ػำࡋ ޑਔ໔ԖӭΦԜύǴа۳ٰޑᙴᛰ୍ж߄Ԝᙴᛰ୍۳ٰޑ՞14%(N=14)Ƕӧாᆶനዕޣೖڙޑϐ௲ػำࡋ ਔ໔1ԃаޑࢂ۳ٰޑਔ໔ࣁ1~3ԃǴ՞17ʘ(N=17) ǴനϿޑԛ۳ٰځനӭǴ՞73ʘ(N=73)Ǵޣೖڙਔ໔3ԃаϐ ڙޑԛࣁᙴᏢύЈҺᙍځനӭǴ՞40ʘ(N=40)ǴޣೖڙޑҺᙍ܌ΠǴ՞10ʘ(N=10) ǹӧҺᙍᙴଣᜪࠠύǴаບ Ǵ՞6%(N=6)ǶޣೖڙޑӦᙴଣܭࢂаҺᙍޑǴӚ՞29ʘ(N=29)ᆶ25%(N=25)ǴനϿޣೖڙޑᆶୱᙴଣҺᙍޣೖ 4.2 ߞࡋϩ
ำࡋǴΨ൩ࢂঁձᚒҞϐёߞࡋǴਥᏵCuieford(1965)ගрլໜЃᇲ߯ኧ(Cronbach'sޑߞࡋࢂᑽໆؒԖᇤৡ alpha)ॶεܭ0.7ឦଯߞࡋǴ 0.35Կ0.7ϐ໔ࣁύߞࡋǴեܭ 0.35 ߾ࣁեߞࡋǶҗ߄ 4-2 ܌ҢǴӚᄬय़ϐCronbach's 0.7ǴЪ ܭдόፕࢂᜢ߯ࠔ፦(0.918)ǵࠔจຝ(0.895)ǵೀБཀᜫ(0.898)ࣣεځॶ,аߦᎍࢲୢ(0.924)നଯǵ͉ ጄൎǶڙଯߞࡋǴ߄ҢӚᡂኧߞࡋၲௗܭᡏୢࣁ 0.919 ឦ 4.3 ௶ॊ܄ीϩ
ीǴϩձଞჹߦᎍࢲǵᜢ߯ࠔ፦ǵࠔจຝǵೀБཀᜫӚޑ܄ӣԏኬҁᡂᄬय़բ௶ॊڔҁ٩Ᏽୢ ख़ຎำࡋ٩ׇ௨ӈǶځࡋǴஒفᡂӢηբѳ֡ኧǵྗৡϩीǴ٠٩ᏵѠᙴৣೀБᛰࠔ 4.3.1 ߦᎍࢲ௶ॊ܄ीϩ
ѳ֡ኧ4.260ޑǴа B1ϐୢޕ ᄬय़Ǵҗ߄4-3-1ளٿᆶୖޑᆶߦᎍࢲޕᇡޑӧߦᎍࢲБय़Ǵಒϩࣁߦᎍࢲ ѳ֡ኧ3.880ࣁಃѤǴC1ϐୢޑѳ֡ኧ3.960ࣁಃΟǴB4ϐୢޑѳ֡ኧ4.040ԛϐǴB2ϐୢޑനεǴB5ϐୢ ѳ֡ኧ3.200ޑѳ֡ኧ3.540ࣁಃΎǴB3ϐୢޑѳ֡ኧ3.760ࣁಃϤǴC4ϐୢޑѳ֡ኧ3.800ࣁಃϖǴC3ϐୢޑ ᆶୖᆶࣣࣁख़ຎǶޕᇡޑᙴᛰߦᎍࢲܭѳ֡ኧ3.120നࡕಃΐǴ่݀ᡉҢᙴৣჹޑࣁಃΖǴC2ϐୢ
клл ߄ 4-3-1 ߦᎍࢲ௶ॊ܄ीϩ߄ ᡂ ᄬय़ ୢ ѳ֡ኧ ྗৡ ௨ׇ
ೀБǶ 4.260 0.917 1ޑϕؼӳёቚᙴৣޑB1.ாᇡࣁᙴᛰж߄ᆶᙴৣ ߦᎍ B2.ாᇡࣁᛰቷᖐᒤޑᏢೌࣴёቚᙴৣჹᛰނޑᕕှᆶೀБǶ 3.960 0.920 3 ࢲ ᕕှᆶೀБǶ 3.200 1.025 8ޑނᜄࠔቚᙴৣჹᛰޑٮB3.ாᇡࣁᛰቷග ޑᇡ ᕕှᆶೀБǶ 3.880 0.769 4ޑނᏢೌၗёቚᙴৣჹᛰޑٮB4.ாᇡࣁᛰቷග ߦᎍ ޕ B5.ாᇡࣁᛰቷᖐᒤޑᖄፉࢲёቚᙴৣᆶᙴᛰж߄ϐ໔ޑᜢ߯Ƕ 4.040 0.665 2 ࢲ ߦᎍ C1.ፎୢாதୖуᛰቷᖐᒤᏢೌࣴǶ 3.800 0.876 5 ᜄࠔǶ 3.120 0.988 9ޑٮࢲ C2.ፎୢாத٬Ҕᛰቷග ၗǶ 3.760 0.793 6ޑٮC3.ፎୢாத᎙᠐ᛰቷග ୖޑ ᆶ C4.ፎୢாதୖуᛰቷᖐᒤᖄፉࢲ(ӵౚ௶܈ᆫᓓ)Ƕ 3.540 0.947 7 4.3.2 ᜢ߯ࠔ፦௶ॊ܄ीϩ
ѳ֡ኧ4.100നεǴF2ϐୢޑǴаF2ϐୢޕᒍᆶᅈཀΟᄬय़Ǵҗ߄4-3-2ள܍ӧᜢ߯ࠔ፦Бय़ǴಒϩࣁߞҺᆶ ѳ֡ኧ3.800ޑѳ֡ኧ3.960ࣁಃѤǴE1ϐୢޑѳ֡ኧ4.000ࣁಃΟǴE2ϐୢޑѳ֡ኧ4.040ԛϐǴD1ϐୢޑ ᜢ߯ࠔ፦ࡐख़ຎǶܭѳ֡ኧ3.740ࣁനࡕಃϤǴ่݀ᡏᡉҢᙴৣჹޑࣁಃϖǴD2ϐୢ ߄ 4-3-2 ᜢ߯ࠔ፦௶ॊ܄ीϩ߄ ᡂ ᄬय़ ୢ ѳ֡ኧ ྗৡ ௨ׇ
Ƕ 4.000 0.696 3ޑЍජࢂё٩ᒘޑਔǴாᇡࣁԜᛰቷD1.Ԗख़ाሡ ߞҺ ᛰࠔࠔ፦Ϸ࣬ᜢၗૻǶ 3.740 0.597 6ޑٮD2.ா࣬ߞԜᛰቷග E1.ாᇡࣁԜᛰቷᒥൻд܌ޑ܍ᒍǶ 3.800 0.636 5 ᜢ߯ ܍ᒍ ӭЈΚᆶாࡌҥؼӳᜢ߯Ƕ 3.960 0.530 4׳E2.ԜᛰቷᜫཀΕ ࠔ፦ ாளᅈཀǶ 4.040 0.602 2قϕǴᡏԶޑF1.ᆶԜᛰቷ ܤ࠼៝ډԜᛰቷௗډڙག܌дᛰቷϐϕᡍǴாځᅈཀ F2.ፎா൩ᆶ 4.100 0.541 1 ϐೀᅈཀำࡋϐຑሽࢂӳޑǶ ीϩ܄ࠔจຝ௶ॊ 4.3.3
ѳ֡ኧޑǴаH1ϐୢޕӧࠔจຝБय़ǴಒϩࣁҾຝᆶᙴᛰж߄ຝᆶౢࠔຝΟᄬय़Ǵҗ߄4-3-3ள ѳ֡ኧ3.910ࣁಃѤǴG1ϐޑѳ֡ኧ3.960ࣁಃΟǴH3ϐୢޑѳ֡ኧ4.140ԛϐǴI1ϐୢޑ4.160നεǴH2ϐୢ ѳ֡ኧ3.660ࣁനࡕǴ่݀ᡏᡉҢᙴৣჹޑѳ֡ኧ3.850ࣁಃϤǴG2ϐୢޑѳ֡ኧ3.860ࣁಃϖǴI2ϐୢޑୢ ࠔจຝࡐӧЯࡐख़ຎǶܭ ीϩ߄܄߄ 4-3-3 ࠔจຝ௶ॊ ᡂ ᄬय़ ୢ ѳ֡ኧ ྗৡ ௨ׇ
Ӝࡋ? 3.860 0.667 5ޕԖଯڀҾ G1.Ԝᛰቷ යఈǻ 3.660 0.655 7ޑຝ G2.ԜᛰቷᛰࠔࣴวബཥǴ٠಄ӝᙴৣ Јૼб٣ǻ 4.160 0.615 1ܫᙴᛰ H1.Ԝᛰቷᙴᛰж߄ૈॶளா ࠔจ ж߄ H2.Ԝᛰቷᙴᛰж߄ೀୢᚒᆶܤਔᄊࡋᑈཱུǻ 4.140 0.532 2 ຝ Ъᡍᙦǻ 3.910 0.637 4ޕഢڀຝ H3.Ԝᛰቷᙴᛰж߄ ౢࠔ I1.ԜᛰቷᛰࠔӼӄ܄ଯǶ 3.960 0.695 3 ຝ I2.ԜᛰቷᛰࠔᕍਏॶளߞᒘǶ 3.850 0.702 6
клм 4.3.4 ೀБཀᜫ௶ॊ܄ीϩ
ѳ֡ኧޑѳ֡ኧ3.74ᆶJ4ϐୢޑѳ֡ኧ3.8നεǴJ1ϐୢޑǴаJ2ϐୢޕӧೀБཀᜫБय़Ǵҗ߄4-3-4ள ೀБཀᜫࡐӧЯࡐख़ຎǶܭѳ֡ኧ3.010ࣁനࡕǴ่݀ᡏᡉҢᙴৣჹޑ3.740ӕԛϐǴ J3ϐୢ ߄ 4-3-4 ೀБཀᜫ௶ॊ܄ीϩ߄ ᡂ ᄬय़ ୢ ѳ֡ኧ ྗৡ ௨ׇ ᛰࠔǴாᅰໆᓬӃ٬ҔԜᙴᛰ୍ޑ၀ᙴᛰ୍ϷϟಏܭJ1.ჹ 3.740 0.747 2 ޑᛰࠔǶ ӕᏆ٬ҔԜޑᛰࠔǴாᜫཀᙚ๏ாޑ၀ᙴᛰ୍ϷϟಏܭJ2.ჹ 3.800 0.636 1 ೀБ ೀБ ᙴᛰ୍ᛰቷޑᛰࠔǶ ᝩុ௦ךᛰࠔǴջ٬ᛰሽԖፓᅍǴޑ၀ᙴᛰ୍Ϸϟಏܭཀᜫ Չࣁ J3.ჹ 3.010 1.219 3 ҔǶ дᜪ՟ᛰࠔᕍਏԖځᛰࠔǴջ٬ޑ၀ᙴᛰ୍ϷϟಏܭJ4.ჹ 3.740 0.691 2 ϝុ௦ҔǶךՅǴ 4.4 ৡ౦܄ϩ
ӧߦᎍࢲǵᜢ߯ࠔ፦ǵࠔจຝǵೀБ(܌ձǵԃសǵ௲ػำࡋǵ۳ٰਔ໔ǵҺᙍଣ܄)Γαᡂኧޑόӕ дΓαᡂኧϐৡ౦Ǵऩځձ໔ϐৡ౦ǴќаൂӢηᡂ౦ኧϩ܄ϩۓǶаᐱҥኬҁtᔠ܄ৡ౦ޑཀᜫѤঁᄬय़ ৡ౦ǶޑǴղձஒӚಔ໔ۓၲᡉৡ౦ਔǴӆаഓݤ(Scheffe)٣ࡕϐᔠ 4.5 ࣬ᜢϩ
Ǵࡺ௦ҔҜᅟහ࣬ᜢ߯ኧ܄ᡂኧᡂኧϐ໔ࢂցӸӧᜢᖄঁٿӧՉᘜϩᡍӢ݀ᜢ߯ϐǴѸӃዴᇡ ҢǴӚᄬय़໔֡ၲᡉНྗǹ܌ Ԗᜢ߯Ƕᡍ่݀ӵ߄ 4-5-1ڀӚᄬय़໔ࢂցۓPearson Correlation)ϩٰղձǴዴ) Ԗଯࡋ҅ӛ࣬ᜢǶڀԖύࡋ҅ӛ࣬ᜢǶ(2)ᜢ߯ࠔ፦ᆶࠔจຝڀߦᎍࢲᆶᜢ߯ࠔ፦ǵࠔจຝǵೀБཀᜫ(1) Ԗଯࡋ҅ӛ࣬ᜢǶڀԖύࡋ҅ӛ࣬ᜢ(4)ࠔจຝᆶೀБཀᜫڀᜢ߯ࠔ፦ᆶೀБཀᜫ(3) ߄ 4-5-1 Ӛᄬय़໔࣬ᜢϩ߄ ᡂ ߦᎍࢲ ᜢ߯ࠔ፦ ࠔจຝ ೀБཀᜫزࣴ ߦᎍࢲ 1 ᜢ߯ࠔ፦ 0.509** 1 ࠔจຝ 0.538** 0.703** 1 ೀБཀᜫ 0.647** 0.603** 0.831** 1 ຏ: *ࣁ p < 0.05Ǵ**ࣁ p < 0.01Ǵ***ࣁ p < 0.001 4.6 ᘜϩ
Ӣ݀ᜢ߯ǴҁၮҔӭϡᘜϩǴޑӚᄬय़໔ۓዴࡕǴࣁΑ܄ጕ࣬ᜢޔԖڀӚᄬय़໔ޕӧύள Ӣ݀ᜢ߯ࢂցӸӧǶޑଷύزаᡍࣴ ߦᎍࢲჹࠔจຝϐቹៜ 4.6.1
аᄬय़໔คӸӧ܌10ǴܭҢǶᡂ౦ኧᑩӢηVIFॶࣣλ܌аߦᎍࢲჹࠔจຝՉӭϡᘜϩǴ߄4-6-1 ԖှញΚЪଛࡋؼӳǶӢڀ߯ኧAdj-ܴଶ = 0.290Ǵ߄Ңҁӭϡᘜۓ0.05Ǵၲᡉྗǹղ ܭୢᚒǴpॶλ܄Ӆጕ Ԗᡉ҅ӛቹៜȩǴԋҥǶڀԜǴଷ H1ǺȨߦᎍࢲჹࠔจຝ
клн ߄ 4-6-1 ߦᎍࢲჹࠔจຝϐᘜϩ߄ ! ҂ྗϯ߯ኧ ྗϯ߯ኧ ! ! ! Ծᡂኧ B ϐीॶ ྗᇤৡ Beta ϩଛ t ॶ p ॶ VIF (தኧ) 2.308 0.257 ! 8.985 0.000 ! ߦᎍࢲ 0.428 0.068 0.538 6.321 0.000 1.000
ኳԄ Adj-R2= 0.290 F = 39.960 p = 0.000*** ٩ᡂኧǺࠔจຝ.ຏǺ1
2.*ࣁ p < 0.05Ǵ**ࣁ p < 0.01Ǵ***ࣁ p < 0.001 ᜢ߯ࠔ፦ჹࠔจຝϐቹៜ 4.6.2
аᄬय़໔คӸӧ܌10ǴܭҢǶᡂ౦ኧᑩӢηVIFॶࣣλ܌аᜢ߯ࠔ፦ჹࠔจຝՉӭϡᘜϩǴ߄4-6-2 ԖှញΚЪଛࡋؼӳǶӢڀ߯ኧAdj-ܴଶ = 0.494Ǵ߄Ңҁӭϡᘜۓ0.05Ǵၲᡉྗǹղ ܭୢᚒǴpॶλ܄Ӆጕ Ԗᡉ҅ӛቹៜȩǴԋҥǶڀԜǴଷ H2ǺȨᜢ߯ࠔ፦ჹࠔจຝ ߄ 4-6-2 ᜢ߯ࠔ፦ჹࠔจຝϐᘜϩ߄ ! ҂ྗϯ߯ኧ ྗϯ߯ኧ ! ! ! Ծᡂኧ B ϐीॶ ྗᇤৡ Beta ϩଛ t ॶ p ॶ VIF (தኧ) 1.061 0.294 ! 3.616 0.000 ! ᜢ߯ࠔ፦ 0.723 0.074 0.703 9.774 0.000 1.000 ኳԄ Adj-R2= 0.494 F = 95.523 p = 0.000*** ٩ᡂኧǺࠔจຝ.ຏǺ1 2.*ࣁ p < 0.05Ǵ**ࣁ p < 0.01Ǵ***ࣁ p < 0.001 4.6.3 ߦᎍࢲჹೀБཀᜫϐቹៜ
аߦᎍࢲჹೀБཀᜫՉӭϡᘜϩǴ߄4-6-3܌ҢǶᡂ౦ኧᑩӢηVIFॶࣣλܭ10Ǵ܌аᄬय़໔คӸӧ ԖှញΚЪଛࡋؼӳǶӢڀ߯ኧAdj-ܴଶ = 0.418Ǵ߄Ңҁӭϡᘜۓ0.05Ǵၲᡉྗǹղ ܭୢᚒǴpॶλ܄Ӆጕ Ԗᡉ҅ӛቹៜȩǴԋҥǶڀԜǴଷ H3ǺȨߦᎍࢲჹೀБཀᜫ ߄ 4-6-3 ߦᎍࢲჹೀБཀᜫຝϐᘜϩ߄ ! ҂ྗϯ߯ኧ ྗϯ߯ኧ ! ! ! Ծᡂኧ B ϐीॶ ྗᇤৡ Beta ϩଛ t ॶ p ॶ VIF (தኧ) 0.674 0.350 ! 1.928 0.057 ! ߦᎍࢲ 0.774 0.092 0.647 8.391 0.000 1.000 ኳԄ Adj-R2= 0.418 F =70.415 p = 0.000*** ٩ᡂኧǺೀБཀᜫ.ຏǺ1 2.*ࣁ p < 0.05Ǵ**ࣁ p < 0.01Ǵ***ࣁ p < 0.001 4.6.4 ᜢ߯ࠔ፦ჹೀБཀᜫϐቹៜ
аᜢ߯ࠔ፦ჹೀБཀᜫՉӭϡᘜϩǴ߄4-6-4܌ҢǶᡂ౦ኧᑩӢηVIFॶࣣλܭ10Ǵ܌аᄬय़໔คӸӧ ԖှញΚЪଛࡋؼӳǶӢڀ߯ኧAdj-ܴଶ = 0.363Ǵ߄Ңҁӭϡᘜۓ0.05Ǵၲᡉྗǹղ ܭୢᚒǴpॶλ܄Ӆጕ Ԗᡉ҅ӛቹៜȩǴԋҥǶڀԜǴଷ H4ǺȨᜢ߯ࠔ፦ჹೀБཀᜫ
кло ߄ 4-6-4 ᜢ߯ࠔ፦ჹೀБཀᜫϐᘜϩ߄ ! ҂ྗϯ߯ኧ ྗϯ߯ኧ ! ! ! Ծᡂኧ B ϐीॶ ྗᇤৡ Beta ϩଛ t ॶ p ॶ VIF (தኧ) -0.105 0.495 ! -0.213 0.832 ! ᜢ߯ࠔ፦ 0.934 0.125 0.603 7.478 0.000 1.000 ኳԄ Adj-R2=0.363 F =55.914 p = 0.000*** ٩ᡂኧǺೀБཀᜫ.ຏǺ1 2.*ࣁ p < 0.05Ǵ**ࣁ p < 0.01Ǵ***ࣁ p < 0.001 ࠔจຝჹೀБཀᜫϐቹៜ 4.6.5
аᄬय़໔คӸӧ܌10ǴܭҢǶᡂ౦ኧᑩӢηVIFॶࣣλ܌аࠔจຝჹೀБཀᜫՉӭϡᘜϩǴ߄4-6-5 ԖှញΚЪଛࡋؼӳǶӢڀ߯ኧAdj-ܴଶ = 0.690Ǵ߄Ңҁӭϡᘜۓ0.05Ǵၲᡉྗǹղ ܭୢᚒǴpॶλ܄Ӆጕ Ԗᡉ҅ӛቹៜȩǴԋҥǶڀԜǴଷ H5ǺȨࠔจຝჹೀБཀᜫ ߄ 4-6-5 ࠔจຝჹೀБཀᜫϐᘜϩ߄ ! ҂ྗϯ߯ኧ ྗϯ߯ኧ ! ! ! Ծᡂኧ B ϐीॶ ྗᇤৡ Beta ϩଛ t ॶ p ॶ VIF (தኧ) -1.315 0.333 ! -3.944 0.000 ! ᜢ߯ࠔ፦ 1.250 0.085 0.831 14.767 0.000 1.000 ኳԄ Adj-R2= 0.690 F =218.053 p = 0.000*** ٩ᡂኧǺೀБཀᜫ.ຏǺ1 2.*ࣁ p < 0.05Ǵ**ࣁ p < 0.01Ǵ***ࣁ p < 0.001 ࠔจຝϐύϟਏ݀ 4.7
ቹៜޑύϟᡂኧǴЬाȨߦᎍࢲȩࢂցၸȨࠔจຝȩቚуჹȨೀБཀᜫȩޑϩϐࠔจຝزҁࣴ ቹៜำࡋǻޑำࡋǻаϷȨᜢ߯ࠔ፦ȩࢂցၸȨࠔจຝȩቚуჹȨೀБཀᜫȩ ύϟᡂኧჹکύϟਏ݀ԋҥǺಃࣁԾᡂኧۓਥᏵ Baron and Kenny (1986)ගр಄ӝΠӈΟచҹਔǴջёᇡ ቹៜޑԾᡂჹ٩ᡂܭ٩ᡂኧ֡ԖቹៜǹಃΒࣁԾᡂኧჹύϟᡂኧԖቹៜǹಃΟࣁஒύϟᡂኧΕᘜԄࡕǴჹ Κౢғৡ౦Ƕ 4.7.1 ߦᎍࢲᆶೀБཀᜫϐ໔ύϟਏ݀ᡍ
ᡍӵ߄4-7-1ࠔจຝӧߦᎍࢲᆶೀБཀᜫϐ໔ύϟਏ݀߄ǵკ4-7-1 ࠔจຝӧߦᎍࢲᆶೀБཀ ύϟਏ݀ीᆉ߄Ƕ߄4-7-1ࠔจຝӧߦᎍࢲᆶೀБཀᜫϐ໔ύϟਏ݀߄ኳԄࣁޑᜫϐ໔ၡ৩ਏ݀კϷ߄4-7-1 ύϟਏޑௗਏ݀ࣁ0.411Ǵҗ߄4-7-1ޔޑᡯΟǶኳԄ2ύߦᎍࢲჹೀБཀᜫᡯΒǴኳԄΒࣁᡯǴಃՉՏ ௗਏ݀ࣁ0.281Ǵ໔ௗਏ݀ࣁ0.538*0.679=0.366ǴᕴޔޑǴߦᎍࢲၸࠔจຝჹೀБཀᜫޕीᆉύளޑीᆉ߄݀ Ԗύϟਏ݀ȩᕇڀଷ H6ǺȨࠔจຝӧߦᎍࢲᆶೀБཀᜫϐ໔زਏ݀ࣁ0.647Ǵࣁ҅ӛύϟਏ݀ǴӢԜǴҁࣴ ளԋҥǶ
клп ߄ 4-7-1 ࠔจຝӧߦᎍࢲᆶೀБཀᜫϐ໔ύϟਏ݀߄ ! ೀБཀᜫ ࠔจຝ ! ኳԄ ኳԄΒ ߦᎍࢲ 0.538*** 0.647*** 0.281*** ***ࠔจຝ !! 0.679
Adj-R2 0.282 0.412 0.741 F 39.96 70.415 142.444 p 0.000*** 0.000*** 0.000***
!ࠔจຝ
0.538*** !! 0.679***
ߦᎍࢲ! 0.647***/0.281*** ೀБཀᜫ! !!
!კ 5.8.2!ࠔจຝӧߦᎍࢲᆶೀБཀᜫϐ໔ၡ৩ਏ݀კ
߄ 4-7-1 ߦᎍࢲᆶೀБཀᜫϐ໔ύϟਏ݀ीᆉ߄
ᕴਏ݀ ޔௗਏ݀ ໔ௗਏ݀
0.366 0.647 0.281 =0.647-0.281 =0.538*0.679 !! 4.7.2 ᜢ߯ࠔ፦ᆶೀБཀᜫϐ໔ύϟਏ݀ᡍ
ᡍӵ߄4-7-2ࠔจຝӧᜢ߯ࠔ፦ᆶೀБཀᜫϐ໔ύϟਏ݀߄ǵკ4-7-2 ࠔจຝӧᜢ߯ࠔ፦ᆶೀБཀ ύϟਏ݀ीᆉ߄Ƕ߄4-7-2ࠔจຝӧᜢ߯ࠔ፦ᆶೀБཀᜫϐ໔ύϟਏ݀߄ኳԄࣁޑᜫϐ໔ၡ৩ਏ݀კϷ߄4-7-2 ύϟਏޑௗਏ݀ࣁ0.411Ǵҗ߄4-7-1ޔޑᡯΟǶኳԄ2ύᜢ߯ࠔ፦ჹೀБཀᜫᡯΒǴኳԄΒࣁᡯǴಃՉՏ ௗਏ݀ࣁ0.038Ǵ໔ௗਏ݀ࣁ0.703*0.804=0.565ǴᕴޔޑǴᜢ߯ࠔ፦ၸࠔจຝჹೀБཀᜫޕीᆉύளޑीᆉ߄݀ Ԗύϟਏ݀ȩᕇڀଷ H7ǺȨࠔจຝӧᜢ߯ࠔ፦ᆶೀБཀᜫϐ໔زਏ݀ࣁ0.603Ǵࣁ҅ӛύϟਏ݀ǴӢԜǴҁࣴ ளԋҥǶ
клр ߄ 4-7-2 ࠔจຝӧᜢ߯ࠔ፦ᆶೀБཀᜫϐ໔ύϟਏ݀߄ ! ೀБཀᜫ ࠔจຝ ! ኳԄ ኳԄΒ ᜢ߯ࠔ፦ 0.703*** 0.603*** 0.038*** ***ࠔจຝ !! 0.804
Adj-R2 0.488 0.357 0.684 F 95.523 55.914 108.28 p 0.000*** 0.000*** 0.000***
!ࠔจຝ 0.703*** !! 0.804***
0.603***/0.038*** ᜢ߯ࠔ፦! ೀБཀᜫ! !!
!კ 5.8.3!ࠔจຝӧᜢ߯ࠔ፦ᆶೀБཀᜫϐ໔ၡ৩ਏ݀კ
߄ 4-7-2 ᜢ߯ࠔ፦ᆶೀБཀᜫϐ໔ύϟਏ݀ीᆉ߄ ᕴਏ݀ ޔௗਏ݀ ໔ௗਏ݀
0.565 0.603 0.038 =0.603-0.038 =0.703*0.804
!! 5.่ፕᆶࡌ БԄԏၗǴӆаӚᅿڔϐࢎᄬǴගрଷ٠аୢزǴ٠࣬ᜢЎǴࡌҥҁࣴޑᐒϷҞزਥᏵࣴ ໆෳࢂցٰڔᢀᗺ٬ҔୢޑჹຝǴ٠வᙴৣزᙴৣࣁࣴޑ܌ϣаѠ Ӧ҅ӧᙴᕍଣزीБݤٰᡍǶ൩ࣴ ߦᎍࢲǵᜢ߯ࠔܭӢߦᎍࢲᆶᜢ߯ࠔ፦ǴԶၸࠔจຝቹៜᆶೀБཀᜫǴӕਔόӕΓαीᡂኧჹ ᜢ߯ኳԄǶനࡕа่ፕᆶࡌᕴ่ǶځǴԶࡌᄬ܄፦ǵࠔจຝǵᆶೀБཀᜫϐৡ౦ ፕ่زࣴ 5.1
ीǵΓαᡂኧϐϩǵӚᡂኧϐቹៜ่݀ΟᗺٰՉፕǶ܄٩Ᏽകीϩ่݀Ǵϩձவ௶ॊ 5.1.1 ௶ॊ܄ीϐϩ
کԛϩձࣁ31~40ྃǴ՞11%ځ՞27%ǹԃសቫа41~50ྃۚӭǴ՞ 73%Ǵ܄՞73%Ǵζ܄تӧኬҁၗϐύǴ റγ՞14%Ƕӧᆶനکԛࣁᅺγ՞26%ځӭǴ՞60%Ǵۚޣೖڙޑ60ྃǴ՞10%Ƕӧ௲ػำࡋБय़ǴаεᏢำࡋ~51 ԛࢂ۳ٰਔ໔1~3ԃǴځനଯǴ՞Ԗ73%Ǵٯᙴᛰ୍ж߄۳ٰਔ໔ԖӭΦԜҞύǴа۳ٰਔ໔3ԃаϐКޑዕ ԛࣁځനӭǴ՞40ʘǴޣೖڙޑҺᙍ܌ࢂ۳ٰਔ໔1ԃаΠǴ՞Ԗ10%ǶӧҺᙍᙴଣᜪࠠύǴаບޑ՞Ԗ17%ǴനϿ ǴӚ՞29ʘᆶ25%ǶޣೖڙޑᆶୱᙴଣҺᙍޣೖڙޑᙴᏢύЈҺᙍ ӭǴԃសቫϩ41~50ྃа՞Α73%Ǵ೭Ψж߄ϞҞۚޣ܄تεࢂԋԃޣೖڙزҁࣴޕҗॊၗள ғᕴኧԖ37564ΓǴζ ғ Ԗ 8888تѠᙴᕍᕉნԖᜢǴਥᏵԿ2017ԃۭύ҇୯ᙴৣϦӄ୯ᖄӝीǴᙴৣ ԛࣁᙴᏢځനӭǴ՞40ʘǴޣೖڙޑҺᙍ܌ΓኧǶҺᙍᙴଣᜪࠠύǴаບ܄ζܭΓኧܴᡉε܄تΓǴѠᙴৣ ᙴৣԖ17083ΓǴ܌Ǵ՞29ʘǴਥᏵԿ2017ԃۭύ҇୯ᙴৣϦӄ୯ᖄӝीѠӧບޣೖڙޑύЈҺᙍ ځܭᙴৣΓኧܴᡉε܌ǴӢԜບ܌ԛࢂӧᙴᏢύЈᙴৣԖ13590ΓǴѠҞ൳Я368ঁໂᙼѱԖບځ дᜪࠠଣ܌ᙴৣΓኧǶ
клс 5.1.2 Γαᡂኧϐϩ
()܄ձ ᜄࠔޑٮࢂᛰቷගޑၨख़ຎᆶӧЯ܄Кζ܄تǴޕѤঁᄬय़ύϐৡ౦ϩளزҁࣴܭჹޣೖڙ൩ᙴৣ ձӧᜢ߯ࠔ፦ǵࠔจຝǵೀБ܄ᙴৣКၨࢲዃǶ܄تᙴৣКၨ֖ᆽǴ܄ΑှᆶೀБǴᡉҢрζޑނቚᙴৣჹᛰ ཀᜫคᡉৡ౦Ƕ (Β)ԃសቫ ೖᙴৣനख़ຎᆶӧЯ:ᛰᙴᛰ୍ڙޑǴ31~40ྃԃសቫޕѤঁᄬय़ϐৡ౦ϩளزҁࣴܭჹޣೖڙ൩ ߦᎍࢲǵᜢ߯ࠔ፦ǵࠔจຝϷೀБཀᜫǴӢԜᡉҢрԜԃសቫᙴৣᆶᛰᙴᛰ୍ж߄ϕКၨࢲዃௗޑж߄ ࢂցᅈཀȩǶقϕǴᡏԶޑೖᙴৣനख़ຎᆶӧЯȨᆶᛰᙴᛰ୍ж߄ڙޑԛǴ41~50ྃសቫځࡋၨଯǶڙ Ο)௲ػำࡋ) ೖᙴৣനख़ຎᆶӧЯȨᛰᙴᛰ୍ڙޑǴεᏢ௲ػำࡋޕѤঁᄬय़ϐৡ౦ϩளزҁࣴܭჹޣೖڙ൩ ߦᎍࢲǵᜢ߯ࠔ፦ǵࠔจຝϷೀБཀᜫȩǴӢԜᡉҢрԜεᏢ௲ػำࡋၨࢲዃܰᆶᛰϷᙴᛰ୍ϕޑж߄ ๎Ƕ Ѥ)ᆶᙴᛰ୍ж߄۳ٰਔ໔) ᙴৣᆶനዕϐ୍ж߄۳ٰਔ໔ԃϣǴᇡࣁޑೖڙǴޕѤঁᄬय़ϐৡ౦ϩளزҁࣴܭჹޣೖڙ൩ ᙴᛰ୍ж߄നԖޑޑΑှᆶೀБǴаϕ۳ٰԃаϣਔ໔ޑނᏢೌၗёቚᙴৣჹᛰޑٮߦᎍࢲύᛰቷග ᙴޑǴ׆ఈӧᆶখᇡόዕقᇟޑǴ٬ҔӅӕޕৎᛰቷᛰᙴᛰ୍ж߄೯தճҔౢࠔᏢೌགǴ೭ᔈ၀ࢂӢࣁ ᑈཱུ၈ᔊϕǴӢԜձԖགǶيৣ дᛰቷϐϕځܭǴനӧЯჹޑᙴৣᆶനዕϐ୍ж߄ϕ۳ٰਔ໔1~3ԃϣޑೖڙ൩ᜢ߯ࠔ፦ύǴ ᙴᛰޑǴ೭ϩΨჴ೯தᆶᙴৣௗϕؼӳޑϐೀᅈཀำࡋϐຑሽࢂӳܤ࠼៝ډԜᛰቷௗډڙག܌ᡍǴ Ƕޑж߄Ǵ೯தӧᔼ1~3ԃѰѓਔᕮࢂന٫୍ ӜࡋޕԖଯڀǴനӧЯᛰቷࢂցޑᙴৣᆶനዕϐ୍ж߄ϕ۳ٰਔ໔3ԃаޑೖڙ൩ࠔจຝύǴ ޑቷǴӧᖏၗૻᆶᏢೌၗૻޑԖࠔจຝڀයఈǴ೭ҽፕᡉҢрޑϷᛰቷࢂցᛰࠔࣴวബཥǴ٠಄ӝᙴৣ ๏ϒೀБᛰࠔǶޑЋܫ׳ӼӄϷਏ݀ǴޑЈᇡӕᛰࠔܫ׳Кၨ҅ዴЪᙦǴӢԜૈ٬ᙴৣ٬ҔӧੰΓݯᕍਔǴٮග ၀ᙴᛰ୍ϷܭǴനӧЯჹޑᙴৣᆶനዕϐ୍ж߄ϕ۳ٰਔ໔3ԃаޑೖڙ൩ೀБཀᜫύǴ ߞҺǴ٬ޑҽǴ϶ፉޑᝩុ௦ҔǴ೭ᡉҢрϕ۳ٰਔ໔3ԃаВΦғךᛰࠔǴջ٬ᛰሽԖፓᅍǴޑϟಏ ளᙴৣӧ೭ਔং࣬ჹࢂჹᙴᛰ୍ж߄ࢂ࣬ਇޑǶ (ϖ)Һᙍᙴଣᜪࠠ നख़ຎȨӧЯᛰᛰޑȨᙴᏢύЈȩܭᙴৣҺᙍޑೖڙǴޕѤঁᄬय़ϐৡ౦ϩளزҁࣴܭჹޣೖڙ൩ λᗺЈǵλޑၗྍၗКၨඪǴӵః໔ᖏࣴޑᙴᏢύЈܭᜄࠔȩǴ೭ᔈ၀ࢂӚঁεᛰቷᛰӧޑٮቷග ऍ१ᘶ౯Ǵёа߄рᛰᛰቷᙴᛰ୍ж߄ჹޑଢ଼ᆶౡᗺǵၸԃၸགৱགᖴྣ៝ڜࢃЃլޑǵບਔڀЎ ܭ၀ᙴৣޑख़ຎགᖴำࡋǶ ᆫᓓ)ǴΨளᇡࣁᛰቷ܈௶ೖᙴৣǴനख़ຎၨܰୖуᛰቷᖐᒤᖄፉࢲ(ӵౚڙޑȨୱᙴଣȩύܭҺᙍ ᒥൻд܌ޑ܍ᒍǶ ǶޑЍජࢂё٩ᒘޑਔǴாᇡࣁԜᛰቷೖᙴৣǴനख़ຎᇡࣁԖख़ाሡڙޑȨӦᙴଣȩύܭҺᙍ ᕕှᆶೀБǵத᎙ޑނᏢೌၗёቚᙴৣჹᛰޑٮೖᙴৣǴനख़ຎӧЯᇡࣁᛰቷගڙޑȩύ܌ȨບܭҺᙍ Ъᡍᙦǵᛰቷᛰޕഢڀᆫᓓ)ǵᛰቷᙴᛰж߄܈௶ၗǵதୖуᛰቷᖐᒤᖄፉࢲ(ӵౚޑٮ᠐ᛰቷග ᝩុ௦ҔǶ೭ᔈ၀ΨࢂӢࣁѠךᛰࠔǴջ٬ᛰሽԖፓᅍǴޑଯϷᕍਏॶளߞᒘǵᙴᛰ୍Ϸϟಏ܄ࠔӼӄ Ӧޑᛰᛰቷჹܭບ܌࠼Њεϩ௦ҔVIPᛝऊᛝαჹᓬ፦ឦᓬ፦୍ܺޑᜢ߯ǶӢԜкϩᡉҢрບ܌ᙴৣ ᆶᛰቷᛰϕࢲዃ๎ޑϩǴаϷᅍሽၨܰ࣬ਇᝩុЍޑϩǼ ᄬय़ϐቹៜᜢ߯زӚࣴ 5.1.3
)ߦᎍࢲჹࠔจຝϐቹៜ) клт ȩϷȨߦᎍࢲޕᇡޑਥᏵଷᡍ่݀วǴߦᎍࢲ҅य़ቹៜࠔจຝǴߦᎍࢲϐԛᄬय़Ȩߦᎍࢲ ࠔจຝǶךᙴᛰ୍ж߄ёаᙖҗߦᎍࢲٰගϲԾ܈ᛰቷ܈ᛰޕᆶȩ҅य़ቹៜࠔจຝǴӢԜҗԜёୖޑ Β)ᜢ߯ࠔ፦ჹࠔจຝϐቹៜ) ᒍȩϷȨᅈཀȩ҅܍ਥᏵଷᡍ่݀วǴᜢ߯ࠔ፦҅य़ቹៜࠔจຝǴᜢ߯ࠔ፦ϐԛᄬय़ȨߞҺȩǵȨ ගϲࠔจຝǶޑᎦᆶᔼǴஒ҅ӛޑᜢ߯ࠔ፦ܭᛰቷϷᙴᛰ୍ж߄ჹ܈ᛰޕय़ቹៜࠔจຝǴӢԜҗԜள (Ο)ߦᎍࢲჹೀБཀᜫϐቹៜ ਥᏵଷᡍ่݀วǴߦᎍࢲ҅य़ቹៜೀБཀᜫǴߦᎍࢲϐԛᄬय़ȨߦᎍࢲޑᇡޕȩϷȨߦᎍࢲ ޑᙴᛰ୍ж߄ёаၸߦᎍࢲٰуமගϲᙴৣ܈ᛰቷ܈ᛰޕᆶȩ҅य़ቹៜೀБཀᜫǴӢԜҗԜёளୖޑ ೀБཀᜫǶ (Ѥ)ᜢ߯ࠔ፦ჹೀБཀᜫϐቹៜ ਥᏵଷᡍ่݀วǴᜢ߯ࠔ፦҅य़ቹៜೀБཀᜫǴᜢ߯ࠔ፦ϐԛᄬय़ȨߞҺȩǵȨ܍ᒍȩϷȨᅈཀȩ҅ य़ቹៜೀБཀᜫǴӢԜҗԜளޕᛰ܈ᛰቷ܈ᙴᛰ୍ж߄уமჹܭᜢ߯ࠔ፦ޑᎦᆶᔼǴஒԖճܭගϲᙴৣޑ ೀБཀᜫǶ ϖ)ࠔจຝჹೀБཀᜫϐቹៜ) ᙴᛰ୍ж߄ٰᇥǴуமගϲԾ܈ᛰቷ܈ᛰܭਥᏵଷᡍ่݀วǴࠔจຝ҅ӛቹៜೀБཀᜫǴჹ ೀБཀᜫගϲǶޑჹᙴৣ҅ຝܭࠔจຝஒԖճך Ϥ)ύϟᡂኧࠔจຝϐቹៜ) ᡍᕇளԋҥǹࠔจຝӧޑԖύϟਏ݀ڀਥᏵଷᡍ่݀วǴࠔจຝӧߦᎍࢲჹೀБཀᜫϐቹៜ ᛰϷᛰቷ࣬ᜢౢӧᎍ୧ਔǴёᙖҗȨࠔޕᡍҭᕇளԋҥǶҗԜёޑԖύϟਏ݀ڀᜢ߯ࠔ፦ჹೀБཀᜫϐቹៜ จຝȩ໔ௗගଯೀБᙴৣϐೀБཀᜫǶ 5.2 ᆅཀ఼ǵࡌ
٣Ǵޑհᇟᗋࢂ֤հ݈ჃࢂதԖقࢂհ܈ᖴΑǴٽډਔংǴததޑࡑᙴৣ܈୍ж߄Ǵࡨೖޑᛰౢύ ձǵԃសǵ܄ᙴৣǴόӕޑѠύޕৎதߡǴӢԜᒿৡ౦ϯϩளޑࢂѺࠖࠖЯࢂதԖ܈๊ܔձᇥय़׳ ᙴᛰ܈ᛰቷ܈ᗺǴӢԜᛰޑӳ഻ӳϷӧЯୃޑǴԖόӕ܄όӕৡ౦܌௲ػำࡋǵᙴᛰж߄۳ٰਔ໔ǵҺᙍଣ ᕮኧӷǶךж߄ΨёୖԵᙖԜଞჹуமᔼѺᔐǴԶගϲೀБཀᜫࡕගϲԾ୍ ߥៈǴᏢӜᛰ൩ӵӕߘࡕࡾแڙѠೀБᛰࠔӢ଼ߥᕉნᛰሽΟӕࡹጔࡺǴচቷᛰՠၸճයջόӆ ᔼኳԄǴаݙܺޑǴςᗌӛӄཥޣӭኬϯǴόᆅࢂᛰᗋࢂᛰቷ׳ᒧᆶୃӳޑೀБܭᝡрǴᙴৣჹ ᄆᡉǶӧԜǴଞჹـǴගϲᙴৣೀБཀᜫཇሡىᓬ፦ౢࠔٰᅈޑӭϡϯ׳ٮߞҺǴගޑࠔ፦ࣁᏤӛǴࡌҥᙴৣ୍ ቹៜᙴৣೀБཀᜫϐӢનǴගрΠӈࡌǴёࣁ࣬ᜢޣᔼϷՉᎍᆅϐୖԵǶ ()ǵ௦Ҕৡ౦ՉᎍౣǴගϲᙴৣޑೀБཀᜫ ߦᎍࢲϐᜄޑٮᙴৣჹᛰቷᛰගޑȨᙴᏢύЈȩܭޕৡ౦ǴҗॊளޑᒿόӕҺᙍᙴଣᜪࠠϐ໔ ܈ೀБޑᓓᗺຠЈ୍ٰܺቚуᙴৣჹౢࠔޑࡋၨଯǴӢԜࡌǺ1.๓Ҕගᒬьගᒬ࠼ЊளೀБౢࠔǴਔڙࠔௗ ࣁ׳дᙴৣځᆶݯᕍਏ݀๏ϒٯᙴৣϩ٦ᖏਢޑׯೀБǶ2.๓Ҕࣽϣ໒ਔᜅշᓓᗺऍ१ǴፎࣽϣೀБၸౢࠔ׳ дᙴৣೀБՉࣁቚуౢࠔҔໆǶ3. ๓ҔၸԃၸځӜࡋǴ٬ᙴৣԶቹៜޕΑှౢࠔǴቚуౢࠔᚼӀࡋǴගϲౢࠔ ޑਔ໔ᜄଌགৱλᘶǴ܈ޣࢂޔௗᜅշࣽϣࢲҔǴஒჹᙴৣගϲೀБཀᜫԖமਗ਼ᡉਏ݀Ƕ ࡋၨଯǴЪᇡࣁᛰڙᆫᓓ)ௗ܈௶ߦᎍࢲϐᖄፉࢲ(ӵౚޑٮᙴৣჹᛰቷᛰගޑȨୱᙴଣȩޕҗॊள Ꮲೌᖏ่ࣴӝၮҶ໕ࢲ(ӵଯޑ܄ᒍǴӢԜࡌǺ1.ᛰᛰቷஒୱ܍ޑ܌ᛰቷᜫཀᒥൻᜢ߯ࠔ፦ϐ ݩϷᖏݯᕍਏ݀ᆶሡाᛰރऍ१(ऍଚ)ϩ٦ࢲଆᖐᒤǶ2. ᙴৣӧୖᆶࢲύගрϸᔈᛰࠔ٬Ҕ܈(ᅟϻౚ ᒍǶ܍ޑ܌ЍජǴ٠ᒥൻ܌ၗྍٮගޑૈ܌ᛰቷՖᅿЍජᛰᛰቷᆶᙴᛰ୍ж߄ᔈᆃᅰ Ѝජࢂցёа٩ᒘനࣁख़ຎӧཀǴӢԜࡌǺޑٮᜢ߯ࠔ፦ϐᛰቷᛰගܭᙴৣჹޑȨӦᙴଣȩޕҗॊள ݩǵࢂցԖόؼϸᔈౢғϷݯᕍਏ݀ӵՖǶ2.ᙴᛰ୍ж߄ஒރᖏ٬Ҕޑނᛰᛰቷᙴᛰ୍ж߄ӭӭϩ٦ᛰ.1 Ƕޕೲϩ٦๏ϒᙴৣזᏢೌၗૻޑനཥന٫ кмй ΑှᆶೀБǴ٠தޑނᏢೌၗёаቚᙴৣჹᛰٮߦᎍࢲϐᛰᛰቷගܭᙴৣჹޑȩ܌Ȩບޕҗॊள ೀБཀᜫύϐᛰࠔջܭᆫᓓ)നࣁᇡӕǴЪ໒ᙴৣჹ܈௶ၗᆶதୖуᛰቷᖐᒤᖄፉࢲ(ӵౚޑٮத᎙᠐ᛰቷග ᆅၰϐ൩ࢂҗᙴᛰ୍ޕᙴᛰཥޑ٬ᛰሽԖፓᅍǴϝฅᝩុЍ٬ҔཀᜫനଯǴӢԜࡌǺ1.ᕇளനཥനё ࢂ܄ЪᡍᙦǴ٠ЪᛰቷᛰࠔӼӄޕԖڀࠔจຝϐύᙴᛰ୍ж߄ࢂցޑനཥၗૻǶ2.നख़ຎٮж߄ග ցଯǻᕍਏࢂցॶளߞᒘǻ Β)ǵߦᎍࢲуமࠔจຝǴԶቚуೀБཀᜫ) ௗቹៜำࡋѝԖ0.281Ǵՠӵ݀ߦᎍࢲуமࠔจຝޔፓࡰрߦᎍࢲჹೀБཀᜫԖ҅ӛቹៜǴزჴࣴ 0.366ǴӢԜࠔจຝёаᙖҗߦᎍࢲ໔ௗቚуೀБཀᜫၲډჹೀБཀᜫԖ҅ӛቹៜǴ໔ௗቹៜำࡋε൯ࡋගϲ ӵՖமϯࠔจຝԖӭख़ाǶـǴё(1.302=0.366/0.281)130% Ο)ǵᜢ߯ࠔ፦уமࠔจຝǴԶቚуೀБཀᜫ) ௗቹៜำࡋѝԖ0.038Ǵՠӵ݀ᜢ߯ࠔ፦уமࠔจຝޔፓࡰрᜢ߯ࠔ፦ჹೀБཀᜫԖ҅ӛቹៜǴزჴࣴ 0.565ǴӢԜࠔจຝΨёаᙖҗᜢ߯ࠔ፦໔ௗቚуೀБཀᜫډჹೀБཀᜫԖ҅ӛቹៜǴ໔ௗቹៜำࡋε൯ࡋගϲ ӵՖமϯࠔจຝԖӭख़ाǶـၲ1487%(0.565/0.038=14.868)Ǵё Ѥ)ǵၸຑуமࠔจຝǴԶቚуೀБཀᜫ) ჴ่݀วǴࠔจຝёаᙖҗߦᎍࢲ໔ௗቚуೀБཀᜫၲ130%(0.366/0.281=1.302) ǴࠔจຝΨёа ᙖҗᜢ߯ࠔ፦໔ௗቚуೀБཀᜫၲ1487%(0.565/0.038=14.868)ǴӧߦᎍࢲᖐᒤύϷᜢ߯ࠔ፦ᔼૈख़ຎமϯࠔ Ӝޕԏਏ݀ǶٗӵՖගଯуமࠔจຝߡᡂԋനख़ाፐᚒǴӵᇥ:1.ගଯᛰቷޑจຝǴஒԖε൯ࡋ໒рआዬ ਔᄊࡋᑈཱུǶ3.ᙴᛰ୍ж߄ܤЈૼб٣ǵೀୢᚒᆶܫଯǶ2.ᙴᛰ୍ж߄ૈॶள܄ࡋǵᛰࠔࣴวബཥӼӄ ݯނЪᡍᙦǵᛰࠔᕍਏॶளߞᒘБԄёаගଯуமࠔจຝǶ4.ᙴᛰ୍ж߄ࢂᙴৣӧᛰޕഢڀ ޑ܄ߚதዕǶ5.ӭᖐᒤᏢೌޕޑϦљౢࠔځܭྍǶӢԜǴᙴᛰ୍ж߄ѸჹٰޑၗૻࡌЬाނᕍᆶཥᛰ ख़ޑεεගϲቚуౢࠔᚼӀࡋᆶዕࡋǴӵ݀Ԗࣚ၀ࣽ׳ᜅշᄽᖱǴ܈ࢂӧᙴᏢፕᏝᘍ܈ᖏࣴࢲ ሦٰϩ٦ઠѠǴ٠ϩ٦ᖏനཥЎኧᏵǴౢࠔᕮஒᅺ݀ಕಕǶـाཀ ୖԵЎ ǵύЎЎ 1. ፁғᅽճύѧ଼நߥᓀǶ2018-19 ӄ଼҇நߥᓀԃൔǶᆵчѱǺ଼ߥǶ 2. ፁғᅽճύѧ଼நߥᓀǶhttps://data.nhi.gov.tw ीၗǶᆵчѱǺ଼ߥǶ 3. ύ҇୯ᙴৣϦӄ୯ᖄӝǶhttps://www.tma.tw/ीၗǶᆵчѱǺύ҇୯ᙴৣϦӄ୯ᖄӝǶ էර(1991) ǶжՉᎍᆅǶѠч:ϖࠄਜֽǶ .4 ᅺγӧᙍᅺγፕЎǴཥчѱǶسख़ᖼཀᜫϐǶԢεᏢҾᆅᏢޑጯ᐀ࣿȐ2002ȑǶቹៜᙴৣೀБᛰࠔ .5 Ƕ୯ҥᆵчεᏢᅺγፕЎǶᆵч:୯ҥᆵчεᏢҾٯӢન─ аଯՈᓸᛰࣁۓ،ລৎӀ(2003) ǶᙴৣೀБᛰࠔϐᜢᗖ .6 ǶسᆅᏢ ᅺγӧᙍᅺγፕЎǶسǶଯᙴᏢεᏢᛰᏢٯӢᆶࡕ݀-аᙴᛰж߄ᆶᙴৣࣁޑߘճ(2003) Ƕᜢᜢ߯ࠔ፦ .7 Ƕ (ޣDoctoral dissertation, ኗ) زֆৣᇬ(2004) Ƕᜢ߯ࠔ፦ᆶᜢ่߯݀ϐࣴ .8 ᏢՏ܌زǶԋфεᏢᖏᛰᏢࣴٯኻ(2005)ǶᙴଣᝡݾᆶೀБՉࣁϐᜢ߯-аߐບᑗֿੰαܺफ़Ոᑗᛰࠔݯᕍࣁ .9 ፕЎǶ ᖼວՉࣁϐቹៜǶύᑫεᏢՉޣഋ։ࡏ(2007) Ƕߡߡճ۫ᜄࠔߦᎍࢲǵ۫ຝǵ៝࠼ᅈཀࡋǵ۫ᕉნჹ .10 ᏢՏፕЎǶ܌سᎍᏢ 11. ߘճ(2008) ǶߦᎍࢲჹᙴৣᛰނᒧՉࣁϐቹៜǶԋфεᏢଯ໘ᆅᅺγӧᙍ (EMBA) ᏢՏፕЎǶ εᏢଯ໘ᔼᆅᅺγӧᙍᏢՏፕЎǶמǶࡀܿࣽزቅݞ(2010) Ƕᙴᕍᐒᄬჹᛰࠔ۸၈ࡋቹៜӢનϐࣴ .12 Ǻаਲ༜ǵཥԮزϦᜢᜅշჹᙴৣ໒ҥೀБᛰࠔཀᜫϐࣴڗϘቺ(2010) Ƕவᜢ߯ࠔ፦ᆶᜢ߯ሽॶᢀᗺᛰቷ௦ .13 ᅺγፕЎǶ܌زεᏢ୯ሞҾᆅࣴמǶమࣽٯӦࣁ ڔаӕᏆவՉࣁࣁυᘋᡂኧǶՉᎍຑፕ,ಃΎ-زഒ&ࡌျ(2010) ǶտШжߙϿԃࠔจຝϷࠔจᄊࡋϐ֮ࣴ݅ .14 кмк ಃѤය, 525-556Ƕ Ꮲൔ, 11(1), 131-155ǶزቹៜǶᆅࣴޑሽॶޕޣጰᘫӵ&ഋ߷ճ(2011) Ƕߦᎍᆶ೯ၡϐಔӝჹ .15 ᏢՏፕЎǶسᖼວϯ֩ࠔཀკϐቹៜǶကӺεᏢҾᆅᏢ܄കᄭ(2014) Ƕߦᎍ, ࠔจຝᆶαჹζ .16 ᅺγᅺγፕЎǶسεᏢҾᆅמǶ଼Չࣽزࠔ፦ჹᖼວཀᜫቹៜϐࣴޕሽॶǵޕߜ(2015) Ƕࠔࠔจຝǵە .17 18. η(2015) Ƕᜢ߯ೱ่ჹᙴৣೀБՉࣁϐቹៜǶҘεᏢᔼᆅᅺγӧᙍᏢՏፕЎǶ ᏢՏፕЎǶسεᏢҾᆅמǶරࣽزӵ(2016) Ƕᛰж߄ᆶᙴৣೀБϐᜢ߯Չᎍࣴ܃ഋ .19 ΒǵमЎЎ 1. Roscoe, J. T. (1975). Fundamental research statistics for the behavioral sciences [by] John T. Roscoe. 2. Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. Marketing Science Institute, 6, 7-21. 3. Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of marketing research, 20(3), 296-304. 4. Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of marketing, 50(4), 135-145. 5. Pitt, L., & Nel, D. (1988). Pharmaceutical promotion tools—Their relative importance. European Journal of Marketing, 22(5), 7-14. 6. Dommermuth, W. P. (1989). Promotion: Analysis. Creativity, and Strategy, Boston, MA: PWS-Kent. 7. Campbell, L., & Diamond, W. D. (1990). Framing and sales promotions: The characteristics of a ″good deal ″. Journal of Consumer Marketing, 7(4), 25-31.
кмл ٯа Y Ϧљࣁ-زቷ୍ܺࠔ፦ϐ୍ًࣴܺؓ The Study of the Service Quality for Automotive Services Plant -A Case of Y Company ယඁ۸ 1 ୋ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ӀШ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ᝡݾΚǴᏤठ୯ౢًᆶαًᝡݾᐟਗ਼ǴᒿѱޑѠуΕWTOϐࡕǴًؓᜢิε൯फ़եගଯΑαً ᝡݾΚǶޑ፦ໆቚࠔจޑᔼၮೕኳǴගϲ୍ܺޑᡂϯӚεًቷΨᘉε୧ࡕ୍ܺ ᢀགϷᅈཀࡋǴޑ୧ࡕ୍ܺࠔ፦ًؓܭǴаᕕှ៝࠼ჹڔаSERVQUALໆ߄ᆶKanoΒᆢࠔ፦Չୢزҁࣴ ाӢЋݤᘜયрࡑׯ๓ࠔрӅ19܄ǴၮҔѤຝज़კǵ࢙კǵ܄ឦޑҗKanoΒᆢࠔ፦ኳࠠϩ୍ܺࠔ፦ ѯǴࡕុаୢᚒϩᆶှ،ኳמᄊࡋᆶ୍ܺکϩᜪࣁΟᜪǺᔼၮࡹᆶฯᡏࡼǵբᆅځǴаჴ୍य़ஒ Ԅࠔ፦ׯ๓ჹǶ ᔼၮࡹᆶฯᡏࡼѤکǵ௲ػ૽ግسׯ๓ჹ่݀༼ࣁࡌҥྗϯբࢬำǵமϯၗૻزၟᏵࣴ ԵǶୖޣٮεǴග ،ᜢᗖӷǺ୍ًؓܺቷǵ୍ܺࠔ፦ǵKano Βᆢࠔ፦ǵୢᚒϩᆶှ Key WordsǺ Kano two-dimensional, Problem Analysis and Resolution
1.ᆣፕ ङඳزࣴ 1.1
ౢ఼ᇂጄൎ࣬ቶεǴ፶ځౢǴޑ܄ഢଯࡋӝڀౢǴΨࢂঁሡޑᆶၗҁଯஏೌמࣁًؓ ಔԋǴхࡴᒳ៓ǵ࣒ዟǵ༟ጤǵᐎጤǵ፺जǵ༡ǵᐒఓǵႝᐒǵႝηόӕౢǴ܌ሡाঁ႟ಔҹًؓ ୯ৎᡏᔮǵܭౢჹًؓޕЪӚౢΓωх֖ࣴวǵғౢǵ௦ᖼǵՉᎍǵᆅǵ୧ࡕ୍ܺǴҗॊё ౢǶޑаӄౚӚӃ୯ৎࣣஒًؓౢӈࣁ୯ৎᔮԋߏख़ा܌ᓪᓐౢǴޑ܄ख़ाӦՏޑวǵ൩ೌמ ǵѠً፶ᇙౢ ཥѠډҢǴ2009ԃԿ2018 ԃ೭10ԃϐ໔ӧ2014ԃਔᕴౢॶӧၲ܌ԋߏӵ߄1ۓѠً፶πᕴౢॶᛙ ᜢᗖӢનࢂ2008ԃᑼ॥ኪǴԋޑЬाځཥѠჾ4,411ሹϡǴޑሹϡǴࣁനଯঢ়Ǵനեᗺ߾ࢂӧ2009ԃ 6,637 ε൯फ़եǴѠًؓᎍ୧ѱΨคݤॴխǶ2018ԃሽϲᏤठӄౚඳόਁǴ٬ளᖼًሡނݨሽεᅍᆶচ ౢॶКख़ჹѠځౢॶࣁཥѠჾ 6,125ሹϡǴ՞Ѡᇙᕴౢॶऊ 4.36%ǴᗨฅКଆ2017ԃ૰ଏ 2.91%Ǵՠ ϝࢂόё۹ຎϐౢǶقԶ
кмм ߄ 1 Ѡً፶πౢॶी߄
ԃࡋʏձ 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 1,185 1,649 1,928 1,894 1,886 2,216 2,081 1,906 1,831 1,661ًؓ ԋߏ 16.63% 39.16% 16.92% -1.76% -0.42% 17.50% -6.09% -8.40% -3.92% -8.48% ᐒً 377 419 463 453 474 502 491 532 605 531 ԋߏ -28.87% 11.28% 10.50% -2.16% 4.64% 5.91% -2.21% 8.23% 13.72% -12.22% ԾՉً 463 509 531 568 534 532 622 516 470 511 ԋߏ -9.57% 9.97% 4.32% 6.97% -5.99% -0.37% 16.99% 17.12% -8.74% 13.36% ႟ҹ 1,697 2,107 2,249 2,263 2,217 2,336 2,342 2,279 2,316 2,260ًؓ ԋߏ -7.72% 24.20% 6.74% 0.62% -2.03% 5.37% 0.26% 2.68% 1.61% -3.11% ᐒً႟ҹ 328 395 454 462 497 512 511 497 510 493 ԋߏ -29.7% 20.30% 14.94% 1.76% 7.58% 3.02% -0.12% -2.81% 2.62% -6.18% ԾՉً႟ҹ 361 467 502 520 492 540 559 535 573 668 ԋߏ -15.85% 29.17% 7.49% 3.69% -5.38 9.76% 3.58% -4.40% 7.21% 15.34% ӝी 4,411 5,547 6,126 6,159 6,101 6,637 6,607 6,264 6,305 6,125 ԋߏ -7.97% 25.75% 10.44% 0.54% -0.94% 8.79% -0.46% -5.19% 0.66% -2.91% ՞ᇙ 4.17% 4.01% 4.24% 4.43% 4.38% 4.60% 5.14% 5.09% 4.84% 4.36% К ΒǵѠًؓᎍ୧ѱ നଯঢ়51.4፶Ǵ2008ԃߎᑼӒᐒ॥ډѠًؓѱᎍ୧ໆ߈Μԃٰѳ֡ᎍ୧ໆࣁ39፶Ǵӧ2005ԃਔၲ ෧խ3ϡᓬඁิނ2009ԃрཥًܭ୯ࡹ۬ࣁΑගਁًؓϣሡѱך22.9፶Ǵޑኪࡕᎍ୧ໆफ़Կᐕўཥե ຠࡹǴᙖԜࡼਉ௱ံิނࠔ፦ǴࡼՉޜᐟϣሡཥًǵуೲి؎ᙑًϷׯ๓ڈࡹǴ2016ԃࡹ۬ࣁ 40፶аǴ2016ԃ~2018ԃᎍډၲډඳϷрαǴගਁϣሡًؓౢǴҗԜշΚΠ2014ԃଆًؓᎍ୧ໆࣣ ҢǶ܌НྗǴӵკ1ޑ43፶аܭଯ׳୧ໆ
ᎍ୧Ѡኧ
600,000 444,629 378,449 420,775 378,288 400,000 229,497294,423 327,615 423,836 439,585 435,131 200,000 365,871 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
୯ౢًᎍ୧Ѡኧ αًᎍ୧Ѡኧ ӝीᎍ୧Ѡኧ
(კ 1 Ѡًؓౢᎍी(Ѡኧ ୯ౢԾᇙБԄаज़ᕭӚεًቷαًؓޑٯԐԃࡹ۬ࣁΑว୯ϣًؓπǴаଯᚐαᜢิǵଯК ှନϷᜢิΠफ़Ǵαًᜢิவന߃29%ڋ2002ԃѠуΕWTOǴαज़ډޔኧໆǴٰѫػ୯ϣًؓౢวǴ Ƕ೭Ψᡣαًؓ୧ሽຫٰຫԖᝡݾΚǴ2008ԃۓೕޑ2010ԃਔஒफ़Կ17.5%а಄ӝWTOΕډޔԃፓफ़Ǵ ҢǶ܌ௗ߈ϖԋǴӵკ1-1%46.5ډΑ2018ԃэКගଯډαًѱэ18%Ǵ ΟǵѠًؓѱݩ ᡂϯЬाӢનӵΠǺځೲǴᢀჸז୯߈ԃًٰؓѱᡂϯ࣬ך ԭΓًؓҢǴ2008ԃۭ܌ीѠӦᐕԃΓαϷًؓԖၗӵკ2܌زȐȑ٩ᏵҬ೯ၮᒡࣴ
кмн ႫӝǶܭςᖿԭΓԖ34.3፶ǴᡉҢѠًؓᎍ୧ѱሡ୯ѳ֡ךΑ2018ԃډԖኧࣁ 29.2፶ًؓǹ
(ԭΓًؓኧ(፶/ԭΓ 32.9 33.3 33.7 34.1 34.3 35 30.9 31.5 32.2 29.2 29.3 29.7 30.4 30 25 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
(ԭΓًؓኧ)კ 2 Ѡًؓౢᎍी ᝡݾΚǶᇬαًࠔจΨЇޑ୯ΕШࣚຩܰಔᙃWTOϐࡕǴαًሽΠफ़ӢનගϲαًךȐΒȑ ࣁᐟਗ਼Ƕ׳ݩރᝡݾޑӭϡًࠠීԄٰ႖ౢࠔ٠ᓸե୧ሽཟэύౢ໘ભѱǴᏤठ୯ౢًᆶαً׳ ဂΓኧޑΓωਓѦπբǴᏤठѠًؓᎍ୧ѱЬाᖼວख़ाೌמȐΟȑӢౢѦ౽ၟᒿᆅΓωϷ ᎒෧Ƕ ӼӄଛഢຫٰຫӭϡǴՠ୯ౢًӢ໒วਔำၨߏᏤठཥීଛഢޑೲวǴӚًቷזמȐѤȑӢًҔႝηࣽ уೲαً፶ᎍ୧ԋߏ൯ࡋǶ׳คݤҥջᆶαًၟǴӢԜ ቹៜǴԋ୯ϣᔮԋߏόӵႣයǴΨफ़ե୯Γᖼວًؓཀᜫԋᎍ୧ڙȐϖȑऍύຩܰᏯᏤठӄౚᔮ уᆙᕭǶ׳ѱ ϷسᗄѱεҬ೯ᆛၡวᅌԋዕǴӧߏҬ೯ԖѠଯ៓ǴอำҬ೯Бय़Ԗၮޔ୯ӚךȐϤȑ ϷᖼًཀᜫǴҗҬ೯ीሡޑफ़ե٬ҔًؓޣҬ೯ᆛ๎ǶεҬ೯ᆛၡԋዕԋΑޑ࠼ၮًௗርೱԋ Α2018ԃΠྖԿ74,252ѠǴӄ୯ཥًډҢǴѠчѱཥًจኧ2014ԃ80,899Ѡǹ܌၌ᆛϦթϐၗǴӵკ3 Вམ४ΓΑ2018ԃѳᛙԋߏԿ43ѠǶаѠчεၮިҽԖज़Ϧљϐၗǹ2014ԃډจኧ2014ԃ42ѠǴ วၲԋѠчѱӦًؓᎍ୧ໆԃس209ΓԛǴၮډВམ४ΓኧԋߏаٰΑ2018ԃډኧ186ΓԛǴ ၩၮໆஒ༈Ѹԃځ೯ًǵᇸॉӚًઠΨഌុ೯ًǴޑጕΜӷᆛၡٿ2008ԃֹԋΑआᐊܭΠྖǴଯѱၮ ԋًؓᎍ୧ໆΠफ़Ϸًؓ٬Ҕᓎ෧Ͽ܌ڀஒٰଯӦӚεًؓቷΨஒय़ᖏεҬ೯πޑቚуǴ࣬ߞόΦ ፂᔐǶۯԶӣቷߥᎦਔ໔ሀ
ཥቚจً፶ኧ 80,899 79,244 76,843 82,000 75,890 74,252 420,770 440,000 72,000 423,831 439,581 444,624 435,114 57,595 420,000 62,000 58,990 56,385 56,620 54,502 52,000 400,000 2014 2015 2016 2017 2018 ᆵчѱ ཥчѱ ӄ୯
(კ 3 ཥًจኧी(ᑜѱձ ᐒزࣴ 1.2
ᝡݾаவཥًᎍ୧ᘉεԿ୧ࡕ୍ܺሦୱǴޑᎍ୧ѱςΕԋዕයǴӚεًቷًؓޑيѠҁܭ߈ԃٰҗ ӕਔନΑԵቾً፶ࠔจǵًࠠǵሽϷଛഢޑӧᖼວً፶ޣ୧ࡕ୍ܺຫٰຫख़ຎǴӧًؓܭΨჹޣ ᓬӍӢનયΕԵໆǶӵՖගϲ୧ࡕ୍ܺᅈཀԶቹៜཥًᎍ୧ᝡޑϷࠔ፦܄ߡճޑϐѦǴΨஒً፶ߥঅ୍ܺ ᐒǶޑЬाزݾΚϷቚу୍ܺቷߥԖ៝࠼ࢂҁࣴ ΑډѱэǴޑჹຝϐიϦљᎍ୧ໆҗ2009ԃ~2014ԃ֡Ԗ11ʘаزவϖεًቷѱэԖᢀჸঁਢࣴ ݩΠǴӵՖගރޑҢǴӧཥ࠼Њኧໆ᎒෧܌2018ԃѱэςຳԿ8.4ʘӵ߄2ډ2015ԃ~2016ԃѱэफ़Կ10ʘǹ ЬाᐒΒǶزࢬѨࢂҁࣴޑϲ୍ܺࠔ፦аफ़եচߥԖ៝࠼
кмо ߄ 2 ϖεًቷѱэी߄
ޑҞزࣴ 1.3
ჹຝǴᙖҗ Kano Βᆢࠔ፦ኳٰࠠزङඳᆶᐒǴа YϦљ୍ًؓܺቷࣁঁਢࣴزࣴޑ٩ྣॊزҁࣴ زୢᚒ٠ගрׯ๓ࡌǶҁࣴޑ٠ၮҔୢᚒϩᆶှ،ኳԄ୍ٰܺࠔ፦Бय़܄ឦዴᇡ៝࠼ჹ୧ࡕ୍ܺሡ ҞޑёϩࣁаΠ൳ᗺǺ Ǵ٠ஒӚ୍ܺҞڙჴሞགޑϐ୍ܺࠔ፦ٮග܌Ǵᙖҗ KanoΒᆢࠔ፦ኳࠠǴ៝࠼ჹϦљٯа Y Ϧљࣁ.1 Ǵٰຑ୧ࡕ୍ܺࠔ፦ᓬӍǶ܄ឦځᘜᜪ ᔈҔୢᚒϩᆶှ،ኳԄǴ Y Ϧљ୍ًؓܺቷ୍ܺࠔ፦১ϷЬाࡑׯ๓ӢનϐࡌǶ.2 ጄൎᆶࢬำزࣴ 1.4
ቷߥঅ୍ܺډឦϐᗄЪමӣ܌ჹຝаYϦљܫวڔ߯ӧঁਢϦљ୍ًؓܺቷ୍ܺࠔ፦Ǵୢزҁࣴ ፓϐጄൎǶزᡍϐ៝࠼ࣁЬǴ٠а४Ҕًբࣁҁࣴ ٮග܌ፓǴᔈҔΒᆢࠔ፦ኳࠠϩ៝࠼ჹ୍ܺቷڔჹຝǴ KanoΒᆢࠔ፦҅ϸӛୢزаYϦљࣁঁਢࣴ рׯ๓ჹᆶפࠔ፦Ьाࡑׯ๓ҞǴ୍ܺܭᜪࠠǴӆၸୢᚒϩᆶှ،ኳԄჹᆶሡڙࠔჴሞག୍ܺޑ ࡌǶ
2.Ў Ѡ୍ًؓܺౢཷݩ 2.1
፶ًѳ֡ϺՉᎭਔ໔ςၲ1.8λਔǴّԿԭΓᏱԖ34.4፶ًؓǴ୯ך٩ᏵҬ೯ीೀीၗᡉҢǴ ǶவѠً፶πӕϦी107ԃًؓౢॶࣁ1,661ڀҬ೯πޑςࢂж୯Γ࣬ॸख़ًؓـ105ԃǴё ሹϡǴًؓ႟ҹౢॶࣁ2,260ሹϡǴӝी3,921ሹϡǴ՞ᇙК2.79ʘǴќவҬ೯ीၗࡰрӧ105ԃ ᆢঅ୍ܺѱᚳεౢॶǶًؓޕ፶ًߥᎦᆢঅࣁ12,211ϡǴҗॊёѳ֡ ԖӭϡᒧǴςவ፤Бѱᙯᡂԋޣ୯ԾவуΕ WTO ࡕαًؓᆶ୯ౢًᝡݾཇٰຫቃਗ਼Ǵӧך ҞǴωૈӧ୍ܺޑӭϡϯ׳ଯ୍ܺࠔ፦Ϸ׳ٮࣁວБѱǶӚεቷӧ୧ࡕ୍ܺߐόᘐගϲࠔ፦ǵਏǴග Ƕ1.ϩձࣁ୍ܺࣁᏤӛ܄ౢᕉნϐΠғӸǶߪᑉ(2001)ࡰрًؓᆢঅ୍ܺх֖аΠϖεޑᝡݾᐟਗ਼ ૽ግǶڙௗৣמՉ2.ଯࡋख़ຎ࠼ЊᅈཀࡋϐՉ3.மϯ࠼ЊϷً፶ၗᆅ4.ًؓᆢঅϯ5.ᆢঅޑ 2.2 ঁਢϦљᙁϟ ਢϦљॄೢࣁျໜВౢًؓᎍ೯ၡǴঁزჹຝࣁျໜიᄡΠျໜВౢًؓϐ೯ၡᎍǴࣴزҁࣴ ЬाࠔϷ୍ܺҞࣁً፶ೡ୧ǵً፶୧ࡕ୍ܺǵًؓԭଛҹǵًؓऍ୍ܺǶ 2.3 ୍ܺࠔ፦ ကۓǵ୍ܺࠔ፦ Ǵค๊ჹྗǶӝЯ៝࠼ሡܭӳᚯֹӄٰԾ៝࠼ЬᢀϐຑᘐǴख़ޑGarvin(1984)ගрȨ୍ܺࠔ፦ȩ යఈǵၸำࠔ፦ᆶ่݀ࠔ፦ǶLehtinenᆶLehtinenޑParasuramanǵZeithamlᆶBarry(1988)ගр୍ܺࠔ፦ࢂ٣ᖼວ ကǴಃࣁவ୍ܺϐғౢၸำᢀᗺٰǴஒ୍ܺࠔ፦ϩձࣁჴᡏࠔ፦ǵϕۓᅿٿஒȨ୍ܺࠔ፦ȩϩࣁ(1991) ࡋࡘԵٰ߄Ң୍ܺࠔ፦Ǵ໘ஒ୍ܺࠔ፦ϩձࣁࢬำࠔ፦ϷѦᡉࠔ፦ǶفޑΒа៝࠼ځࠔ፦ϷҾࠔ፦Ƕ ࠔ፦୍ܺޑണрำࡋǴࢂ៝࠼٣යఈ܈ᡏᓬؼޑશ(1988)ᇡࣁǴ୍ܺࠔ፦ࢂ៝࠼ຑᘐౢࠔǴ୍ܺ кмп ߄ޑЈᄊǵ๓ှΓཀޑԖᡏຠ៝࠼ڀৡ౦КၨԶளǶഋܴٖ(1995)ࡰр୍ܺࠔ፦ᔈ၀ޣٿࠔ፦୍ܺޑڙᆶၸำག Ƕ܄ᄊࡋᆶޑᄊࡋϷॄೢҺޑ၈ཀǵҔЈ᠋ޑǵှ،ୢᚒ ᅈཀޑǴԶ៝࠼ჹ୍ܺࠔ፦ޕᇡޑයఈᆶ٣ࡕჹ୍ܺޑॺёаวǴ୍ܺࠔ፦ࢂ៝࠼٣ךᆕӝॊፕᗺ Ƕڙགޑၸำ୍ܺڙᆶௗޕᇡޑ٣යఈ୍ܺࠔ፦ܭำࡋৡ౦ǴࢂٰԾ Βǵ୍ܺࠔ፦ᑽໆ ϐቹៜȩǴதᆀزኳԄჹ҂ٰࣴ܄ۺ1985ԃගрȨ୍ܺࠔ፦ཷܭޣParasuramanǵZeithamlᆶBarryΟՏᏢ ࣁȨP.Z.BኳࠠȩǶલαϩኳࠠᇡࣁԋ៝࠼යఈᆶჹჴሞᕇளϐᇡޕ໔ӸӧΠӈϖᅿલαǴӵკ4܌ҢǶ
ኳԄ܄ۺკ4 ୍ܺࠔ፦ཷ (ၗٰྍ : ParasuramanǵZeithamlᆶBarry (1985 ჹ៝࠼යఈޣٮৡຯǴલαΒǺ୍ܺගޑϐ໔ޕᇡޑჹ៝࠼යఈޣٮයఈᆶ୍ܺගޑલαǺ៝࠼ჹ୍ܺ ৡޑϐ໔ٮගޑᙯᡂࣁ୍ܺࠔ፦ೕᆶ୍ܺޕৡຯǴલαΟǺஒᇡޑᙯᡂࣁ୍ܺࠔ፦ೕϐ໔ޕᆶஒᇡޕᇡޑ යఈᆶ៝࠼ჹܺޑৡຯǴલαϖǺ៝࠼ჹ୍ܺޑᒍϐ໔܍୍ܺޑᆶᙖҗྎ೯๏ϒ៝࠼ٮගޑຯǴલαѤǺ୍ܺ ୍ޑᇡޕϐ໔ޑৡຯǶ ΟǵΒᆢࠔ፦ኳࠠ AndersonᆶSullivan(1993)ᇡࣁޣჹܭౢࠔឦ܄ޑຑሽёຎࣁჹౢࠔࠔ፦ޑᇡޕǴԶቹៜޣჹౢ Бݤεӭࢂၸᆢࠔ፦ޑჹ୍ܺࠔ፦ǵౢࠔᅈཀࡋޣෳໆޑख़ाᜢ߯Ƕၸѐޑࠔᖼວ،ᆶᅈཀࡋଯե ߾ևόᅈཀǶىഢਔևଯᅈཀࡋǴऩόкڀىໆ߄ٰᑽໆǴࠔ፦ाનк܄ຑǴࢂၸጕٰۺཷޑ ᔈҔزǴҁࣴڙคག܈όᅈཀޑᅈཀǴԖਔёૈԖόӕำࡋډགޣࠔ፦ाનૈᡣ܈܄Ԗౢࠔឦ܌٠ߚ ቷࠔ፦ϐᅈཀำࡋǶ୍ًܺؓܭჹޣΒᆢࠔ፦ኳٰࠠวޑ ѤǵSERVQUAL ໆ߄ ǴᆶౢࠔᏱԖёаၮҔ࠼ᢀᑽໆόӕǴࡺ୍ܺࠔ፦ࢂόܰᑽ܄ϐ܄ᆶ౦፦܄Ԗคڀၸำ୍ܺܭҗ ǴڀπޑεаParasuramanǵZeithamlᆶBerryගр୍ܺࠔ፦(SERVQUAL)ໆ߄բࣁୀෳᆶϩزࣴޑҞޑໆ Ƕ܄ǵ5.ᜢᚶ܄ǵ4.ߥ܄ǵ3.ϸᔈ܄ǵ2.ё܄วр22ঁᑽໆҞǴϩ௶ॊࣁ1.Ԗ܌ࣁϖঁᄬय़ځ ϖǵKANO Βᆢࠔ፦ኳࠠ ёϩࣁᎶ܄Ƕࠔ፦ឦޑǴԶࢂΒᆢޑཀ٠ߚࢂᆢޑჹࠔ፦ޣ࣍ഁइࡿ(Noriaki Kano)Ǵ٬ҔޣВҁᏢ Κࠔ፦ឦ܄ǵᆢࠔ፦ឦ܄ǵѸࠔ፦ឦ܄ǵคৡ౦ࠔ፦ឦ܄ᆶϸӛࠔ፦ឦ܄ϖᜪǴӵკ5܌ҢǶ
кмр კ 5 Βᆢࠔ፦ኳࠠ (ၗٰྍǺ࣍ഁइࡿ(1984 ୍ܺ܈ǹౢࠔىਔǴ៝࠼ᕇளᅈ܄ഢ၀ឦڀ୍ܺ܈Atrative Quality Attribute)ࢂࡰౢࠔ)܄ᎶΚࠔ፦ឦ ਔǴ៝࠼ΨόόᅈǶ܄ഢ၀ឦڀό ǴౢࠔىਔǴ៝࠼ᕇளᅈ܄ഢ၀ឦڀ୍ܺ܈One-Dimension Quality Attribute)ࢂࡰౢࠔ)܄ᆢࠔ፦ឦ ਔǴ៝࠼ԖόᅈǶ܄ഢ၀ឦڀό୍ܺ܈ ܈ฅǹౢࠔ܌ਔǴ៝࠼ຎࣁ܄ഢ၀ឦڀ୍ܺ܈Must-Be Quality Attribute)ࢂࡰౢࠔ)܄Ѹࠔ፦ឦ ਔǴ៝࠼όᅈཀǶ܄ഢ၀ឦڀό୍ܺ ࠼៝ډǴόቹៜ܄ഢ၀ࠔ፦ឦڀࢂց୍ܺ܈Indifferent Quality Attribute)ࢂࡰคፕౢࠔ)܄คৡ౦ࠔ፦ឦ ޑᅈཀำࡋǶ ό୍ܺ܈ഢ၀ाનਔǴ៝࠼όᅈཀǹౢࠔڀ୍ܺ܈Reverse Quality Attribute)ࢂࡰౢࠔ)܄ϸӛࠔ፦ឦ ഢ၀ाનਔǴ៝࠼ϸԶၨᅈཀǶڀ ،ୢᚒϩᆶှ 2.4 ᡯᆶำׇࡰޑࢬำှ،Ǵ٩ྣѸाޑϯسୢᚒǴऩૈଞჹୢᚒԖޑՠΨౢғຫٰຫፄᚇޗϞ ٿကǴдᇡࣁঁୢᚒѸϩࣁۓޑǶKahey(1993)ஒȨୢᚒȩ่݀ޑЇୢᚒှ،Ǵౢрന٫ჹஒёٰനӳ ᆅނϷϐΓ٣ੋ܌ݩǶቅᅇ(2010)ᜢᗖࢬำၸำύރޑ،ॺҞคݤှךӢનǶǵҞǶΒǵ೭Ҟࢂঁ ౦தຝǴ܈ৡ౦ޑ໔ޣٿ(ྗ)Ǵჴሞբࣁϐ่݀(ᕮਏڋՉीฝ(ځҞ(ྗ/ೕ)ǴΨԖکҺ୍ځԖ֡ ջࣁୢᚒ܌ӧǶ ᡯᆶ໘ࢤǴӧೱՍำׇǵޑୢᚒှ،ำׇ൩ࢂࡰှ،ୢᚒၸำύޑᒏ܌ᄃስԣǵ່ЎमȐ1990ȑᇡࣁ ৩аቚуှޑԖਏϐБݤǴ٠ӧ೭٤ёҔБݤύᒧനԖਏޑрӚᅿёૈٰှ،ୢᚒნפำׇύǴঁᡏځ ࡘᆢ൩ࢂޑ،Ҟ௶ॊϐᡂၸำǴԶୢᚒှډॊ௶ޑޕǶMayer(1992)மፓȨୢᚒှ،ȩஒς܄ёૈޑୢᚒ، Ȩ௲ػЈᏢȩբਜύ߄ॊȨୢᚒှ،ࢂҗঁΓӧय़ჹୢᚒਔǴޑӈၮբǶࡾᑫ(1994)ӧдسҞۓරӛ ࡘᆢࢲᐕำȩǶޑှ،ୢᚒډаၲૈמǵޕᆕӝၮҔ ޑךΒࣁୢᚒှ،ਔёၮҔԾځကࣁय़ჹࡑှୢᚒਔ२ӃѸวୢᚒǴۓᆕӝॊ༼Ǵୢᚒှ،ё ှ،БݤᆶౣǴ٠ዴჴޑрԖਏפ໘ࢤ܈ᡯ࣬ᜢၗૻǴஒୢᚒှ،ᐕำϩޑᇆ܌کૈמǵޕᡍǵ БਢǴٰၲԋҞǶޑՉന٫ Ƕ၀კதᆶတΚᐟᕏݤڀπޑബ٠εΚᙚ܌ाӢკ(Cause-and-Effect Diagram)ǴѬࢂҡοធറγ܄ ᛤᇙሡӃஒԋӢεϩᜪࡕλϩᜪǴεϩޑाӢკ܄Ƕڀ୷ҁπޑ٠ҔǴࢂϩୢᚒԋӢനதҔ(Brainstorming) ݩՉރБԄதவΓǵᐒǵǵݤ(Man, Machine, Material and Method,4M)ѤБय़ЋǴλϩᜪ߾ሡຎჴሞޑᜪ ԋӢǶ ࡋϸᙟ၌فҞவӚᅿόӕတΚᐟᕏݤࢂає໒০ፋǴᅿ೯ၸࡘቶǵวචიᡏඵችǴଞჹ кмс ᆶΓǴଞჹୢᚒԾҗୖޑݗύႴᓰٰԾόӕဂޑᄬԋाનǶЬाচ߾ࣁӧคᓸΚ܈ԖচӢ܌рୢᚒפୢ ᑛΠගрӚᅿόӕബ״ڙΓӧόޑຑǴаႴᓰୖᆶץགྷݤǴόҺՖـჹӚᅿཀ܈ᒛ៌ӦගрӚᅿ࣮ݤ БਢǶޑӳ׳рפрወӧচӢ٠פགྷݤǴԶၸϸᙟ၌ୢᆶፕǴаޑཀ
Бݤزࣴ.3 ࢎᄬزࣴ 3.1 ࢎᄬځǴ٠ว҂ٰᆅ໘ቫׯ๓୍ًؓܺቷ୍ܺࠔ፦ϐୖԵ٩ᏵǶ܄ϩࣁ໘ࢤ୍ܺቷ୍ܺឦزҁࣴ ڔࡌҥ୍ًؓܺቷKanoϐࠔ፦ໆ߄ǴၸୢـࢬำӵΠǴ1.२Ӄа SERVQUALࣁ୷ᘵǴӧҗᏢೌࣚৎϐཀ Ǵຑ៝࠼ჹܺ܄аKanoΒᆢࠔ፦ኳࠠϩ୍ܺቷ୍ܺឦڔݩǶ2.ӣԏୢރፓаᕕှ៝࠼୧ࡕ୍ܺࠔ፦ሡ ቚޑीᆉр៝࠼ϩᜪࣁᎶΚࠔ፦ǵᆢࠔ፦ǵѸࠔ፦ǵคৡ౦ࠔ፦Ϸϸӛࠔ፦Ƕ3.܄ቷ୍ܺࠔ፦ឦ୍ ाӢკǴࣁᓬӃՉׯ๓ࠔ፦ाન܄Ѥຝज़კ/࢙კ/܄уᅈཀࡰᆶ෧ϿόᅈཀࡰǶ4.ᛤᇙKano୍ܺឦ ׯکϐ٩ᏵǶ5.аԜၗӧଛӝୢᚒϩᆶှ،ኳԄǴ୍ًٰؓܺቷ୍ܺࠔ፦ׯ๓ᆶࡌǴࣁ҂ٰமϯ ๓୍ܺࠔ፦аᆢ៝࠼ᅈཀࡋϐୖԵǶ ፓڔୢ 3.2
Ǵ٠܄ࠔ፦ឦሡޑϩ៝࠼ჹ୍ܺቷسፓǴаΒᆢࠔ፦ኳࠠڔ߯ᔈҔKanoΒᆢࠔ፦҅ϸӛୢزҁࣴ Ǵ܄ᅈཀឦޑǴᙖаΑှ៝࠼ჹ୍ًؓܺቷ୍ܺϐౢࠔϷ୍ܺ܄ϐ୍ܺᆶ៝࠼ᅈཀࡋϐ࣬ᜢٮ୍ًؓܺቷග р୍ًؓܺቷ୍ܺࠔ፦ׯ๓פҞၮҔୢᚒϩᆶှ،ኳԄٰ܄ឦޑǴ٠ଞჹᜢᗖ܄ԶӚ୍ܺࠔ፦ឦ ׯ๓୍ܺࠔ፦аᆢ៝࠼ᅈཀࡋϐୖԵǶکჹᆶࡌǴࣁ҂ٰYϦљமϯ ीᆶϣڔǵ୍ܺࠔ፦ୢ ϸᔈ܌ϣीЬाҗЎԏ٬ҔSERVQUALໆ߄ϐϖεᄬय़ࣁЬືǴ٠аঁਢϦљ៝࠼ӣቷࡕڔୢ ङඳৎزᏢೌࣴڀᚒǴଛӝًؓౢࣚৎϷڔୢޑૼѱፓᐒᄬJD-PowerہϐVOCǵ୯ϣѦӚεًቷ ೖ༤ቪΓϐ୷ҁၗǴڙϣϩࣁΟঁϩ: ಃϩࣁڔᚒǶҁୢڔୢޑϐ࠼ЊࡌǴঅׯϣीрനಖ ǶڔǴಃΟϩࣁ୍ًؓܺቷ୍ܺࠔ፦Βᆢࠔ፦ϸӛୢڔಃΒϩࣁ୍ًؓܺቷ୍ܺࠔ፦Βᆢࠔ፦҅ӛୢ ኬБݤϷኬҁኧܜΒǵ ჹຝࣁزፓϐጄൎǶࣴز߾аଯϷࡀܿӦբࣁҁࣴܫวڔኬБԄՉǴୢܜаߡճܫวڔୢزҁࣴ Ƕڔ200ҽୢܫচቷ୍ܺቷߥঅϐ४Ҕً៝࠼ǴӧኬҁኧႣीวډමӣ Βᆢࠔ፦ኳԄᘜયݤ 3.3
ӣԏࡕஒ่݀ᆶΒᆢڔ഻ӳำࡋǴୢځୢᚒ၌ୢӕ៝࠼ޑय़ٿа҅ϸ܄࣍ഁइࡿࡌଞჹҺࠔ፦ឦ Ǵ܄ǴOж߄ᆢࠔ፦ឦ܄ύAж߄ᎶΚࠔ፦ឦځǶ܄Ֆᅿឦܭ၀ࠔ፦ࢂឦޕኳࠠᘜય߄КჹǴӵ߄3Ƕ൩ёள ǶΒᆢࠔ፦ኳࠠၮҔኧղۓǴQж߄คݤղ܄ǴRж߄ϸӛࠔ፦ឦ܄ǴIж߄คৡ౦ࠔ፦ឦ܄Mж߄Ѹࠔ፦ឦ Ƕ܄ឦځۓᓬӃՏղޑৎࡌаMǵOǵAǵIǵRޣǶՠኧόѝਔǴᏢ܄ࠔ፦ឦۓ ߄3 Βᆢኳࠠᘜય߄ ϩᜪޑ࠼ሡ៝ ΒȐϸӛୢᚒȑڔୢ!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! ഻ R B B B P ܌ฅSJJJN ڔୢ གSJJJNؒ Ȑϸӛୢᚒȑ S J J J N ڙהૈ ό഻ S S S S R ࡰǴ٠ஒϐᆀࣁ៝࠼ᅈཀ߯ኧǴаᡉҢၲԋԜޑကׯ๓ࠔ፦ۓ׳Matzler & HinterhuberȐ1998ȑ ॊǺ܌ࢂନόᅈཀࡰǴϦԄӵ܈ёаቚуᅈཀࡰǴࠔ፦ሡ ቚуᅈཀࡰ=(A+O)/(A+O+M+I) ନόᅈࡰ=ɡ(O+M)/(A+O+M+I) ،ୢᚒϩᆶှ 3.4
ӧǶ3.ගрёૈ܌ୢᚒᜢᗖᗺϐۓǶ2.ዴש܈ᡯǴ٩ׇࣁ1.ᎁၶᅪᜤDewey(1910)ஒୢᚒှ،ϩࣁϖᅿ кмт ှ،Бਢ٠ՉᡍǶUrbanᆶFord(1971)ගрୢۓрനБԄǶ5.ᒧפǴ่݀ޑБݤǶ4.ຑှ،Бਢޑ،ှ ჹǶ5.ޑҞ٠ࡌᑽໆྗǶ4.ჴࡼୢᚒۓᡏϯǶ2.ϩୢᚒǶ3.ᒧڀᡯࣁ1.ዴᇡୢᚒ٠уаޑ،ᚒှ ୢᚒှ،ኳԄᢀᗺ٩ൻϖ໘ࢤࢬำीှ،БਢǶޑزᑽໆ่݀Ƕҁࣴុ ໘ࢤǺԏঁਢϦљϐѱᅈཀࡋᕮৡҞǵ៝࠼ϸᔈୢᚒǵ࠼ນ٣ҹϷJD PowerፓѠӚεًቷ୧ ကЬा୧ࡕ୍ܺୢᚒ٩ᏵϐǴаP.Z.Bϖεᄬय़ࣁ୷ᘵวKanoୢۓࡕ୍ܺᅈཀࡋϐ่ፕᆶࡌǴϒаӝ٠ ୢᚒᗺǶޑ،ाှ܌ۓǴዴ܄٠ၸKanoࠔ፦ΒᆢϩୢᚒឦڔǶӣԏୢـǵ٠уΕᏢೌङඳ࠼Њཀڔ ୢᚒᗺǶၸᆶ୍ܺቷӚൂՏಃጕΓǴޑ،ाှ܌ۓǴዴ܄໘ ࢤ ΒǺ ၸ Kanoࠔ፦Βᆢኳࠠϩୢᚒឦ ΑှҞ୍ܺࢬำύ܌วғୢᚒϐচӢǴаᙶమୢᚒᗺගଯྗዴ܄Ϸჴ୍܄Ƕ Ǵ٠ჹـࠔ፦ϐୢᚒќѦ࣮ݤᆶှ،ཀ୍ܺܭЬᆅय़ӛჹځ໘ࢤΟǺҗᆶঁਢϦљ୍ܺቷൂՏЬᆅǴவ БਢǶޑ܄ගрёՉϐୢᚒ߃܄Ӛ୍ܺឦ ाӢკϷတΚᐟᕏݤගр୍ܺࠔ፦ୢᚒϐ࣮ݤǴ܄໘ࢤѤǺа୍ܺቷӚൂՏࣁჹຝє໒০ፋǴ٠ճҔ ࣬ᜢೕጄǶޑीёՉϐჹБਢӆԛঅ҅Ǵ٠Ъ಄ӝಔᙃஒ߃ р҂୍ٰܺቷёՉϐჹᆶБӛǴ٠ՉਏຑǶۓ໘ࢤϖǺၸୢᚒϩᆶှ،ኳԄǴु ᆶϩ่݀زࣴ.4 ϩڔୢ 4.1
ϸᔈϐVOCǵ܌ϣीЬाୖԵSERVQUALໆ߄ϐϖεᄬय़ࣁЬືǴаঁਢϦљ៝࠼ӣቷࡕڔୢزҁࣴ ෳၸำύเܭ߃ዺǴڔୢޑঅׯϣǴीрനಖکᚒǴၸৎ๏ϒࡌڔୢޑJD Powerѱፓᐒᄬ ᚒϐፓঅ҅ǶڔᚒϐݩǴՉୢ Ӛᅿܭ፦Ǵᔠຎ៝࠼ჹ܄୧ࡕ୍ܺឦޑቷ୍ًܺؓڙௗܭၸKanoΒᆢࠔ፦ϩYϦљϐ៝࠼ჹزҁࣴ ਔ໔ޑ2Д14ВǴࣁය36Ϻډ҇୯109ԃ1Д10Вܭਔ໔ܫวڔਏ݀ǶKanoΒᆢ҅Ԅୢ܄ᡂޑᅈཀำࡋ܄ឦ୍ܺ ࣁ205ҽǴԖਏୢڔࡕǴᕇளԖਏୢڔղᘐࣁ༤ϐୢزǴᑔᒧࡕকନเਢख़ᙟǵҁࣴڔᕴӅӣԏ230ҽୢ ӣԏࣁ89.13%Ƕڔ 4.2 ߞࡋϷਏࡋϩ ǵߞࡋϩ ᕴCronbach´s αॶࣁ0.843ǹȨϸᔈޑȩᄬय़܄ᕴCronbach´s αॶࣁ 0.782ǹȨёޑȩᄬय़܄ȨԖڔෳୢ ܄ȩᄬय़ޑᕴ Cronbach´s αॶࣁ0.705ǹȨߥ܄ȩᄬय़ޑᕴCronbach´s αॶࣁ0.775ǹȨᜢᚶ܄ȩᄬय़ޑᕴCronbach´s αॶࣁ0.818Ƕ ᕴCronbach´s αॶࣁǺ҅ᚒ0.725/ϸӛᚒ0.886ǹޑȩᄬय़܄ߞࡋϩ่݀ǴȨԖځᚒӅԖ26ᚒڔԄୢ҅ Ȩё܄ȩᄬय़ޑᕴCronbach´s αॶࣁǺ҅ᚒ0.747/ϸӛᚒ0.873ǹȨϸᔈ܄ȩᄬय़ޑᕴCronbach´s αॶࣁǺ҅ ᚒ0.733/ϸӛᚒ0.712ǹȨߥ܄ȩᄬय़ޑᕴCronbach´s αॶࣁǺ҅ᚒ0.753/ϸӛᚒ0.916ǵȨᜢᚶ܄ȩᄬय़ޑᕴ Cronbach´s αॶࣁǺ҅ᚒ0.729/ϸӛᚒ0.857ǶӚᄬय़ኧॶ܌Ңߞࡋࣣεܭ0.7аǴࣣ಄ӝଯߞࡋྗǶ Βǵਏࡋϩ ǴΨ൩ࢂෳᡍϣ܄ᆶж߄܄ϪޑᚒҞ܈ৎਏࡋǴϣਏࡋࢂࡰෳᡍໆ߄ϣک௦Ҕϣਏࡋزҁࣴ ࣁЬाᚒǴڔϐ୧ࡕ୍ܺୢزǴԶҁࣴۺՉࣁᄬ܈ޑҞޑाෳᡍ܌ෳໆډЈ፦Ǵૈցၲޑाෳໆ܌ϸᔈૈ ຒѡǴӢޑঅ҅ऩυόکǴـวрٰǴЪՉၸႣෳ٠ၸᏢೌৎϐཀ܌௦ԾSERVQUALϖᄬय़ڔୢ ϣਏࡋϐНྗǶۓԖڀڔԜୢ 4.3 ୧ࡕ୍ܺϣ Kano Βᆢࠔ፦ᘜᜪ Ǵӵ܄ᘜᜪБԄаȨ࣬ჹӭኧКȩᘜᜪౢࠔឦޑ(ϸय़ᚒၸ Matzler and Hinterhuber (1998҅ڔஒୢ ϩࡕ܄ҞǴ26ঁ୍ܺࠔ፦ឦ܄ᜪࠠᘜᜪౢࠔឦޑрКനଯڗচ߾Ǵᒧޑ߄4Ƕ٩ྣӚᜪࠠࠔ፦࣬ჹӭኧ ᎶΚࠔ፦ᆶᆢࠔ፦Ƕܭ2ঁᎶΚࠔ፦ǵ13ঁᆢࠔ፦ǵ5ঁѸࠔ፦ǵ5ঁคৡ౦ࠔ፦Ϸ1ঁϟډӅள่݀ ϷًڗᆢঅٮȩǵȨ୍ܺቷග୍ܺޑًᆢঅжٮӧϩύวΒঁᎶΚࠔ፦ϩձࣁȨ୍ܺቷගزҁࣴ ޑୢᚒߚதख़ຎǴ҂ٰYϦљёଞჹҞဂڀϷคҬ೯π܄ߡճޑ፶ᆢঅය໔ًܭȩǴᡉҢ៝࠼ჹ୍ܺޑଌً кнй ԋϐόБߡǴ٬೭٤ҞڀϷှ،คҬ೯π܄ߡճޑᆢঅය໔ܭշ៝࠼ڐǴਔሡځᕕှޑ࠼բ៝ ৡ౦ϯᓬ༈Ƕ܌ӧ୍ܺૈԖޣдᝡݾځᅈཀǴЪᆶډ࠼ૈག៝ жϯȩǵȨ୍ܺቷᔼਔ໔ࢂߡճȩǵڀ໔ǵഢֹ๓٠ޜࣁȨ୍ܺቷᡏ܄٩Ᏽϩ่݀಄ӝᆢࠔ፦Ԝឦ ȩǵȨ୍ܺቷוޑഢࣁ៝࠼ှ،ୢᚒڀȩǵȨ୍ܺΓޑԏࢂӝޑӧՏҬ೯ࢂߡճȩǵȨ୍ܺቷ܌Ȩ୍ܺቷ ȩǵȨ୍ܺܺޑٮϣȩǵȨ୍ܺΓૈջਔගޑ࠼ᆢঅ៝ޕୢᚒȩǵȨ୍ܺΓ၁ಒޑԛှ،ً፶ૈ ߥঅइᒵޑୢᚒȩǵȨ୍ܺΓమًཱ፶ޑගр܌ૈှ،៝࠼ޕԖڀȩǵȨ୍ܺΓ୍ܺޑቷख़ຎჹ៝࠼୍ ȩϷȨ୍ܺቷЬӣൔً፶ᆢঅࡋ୍ܺޑ፶ߥᎦࡕࢱًϷӦෙ֎ლًٮϯ୍ܺȩǵȨ୍ܺቷගڋ࠼ٮග ፦ໆǴ៝࠼ᅈཀࡋωૈගϲǶޑݩȩࡺYϦљᔈុᆢமϯ೭٤୍ܺҞރޑ ࣁȨ୍ܺቷϣϷѦᕉნዅȩǵȨ୍ܺ܄ϩ่݀಄ӝԜឦځǴ܄ឦ୍ܺޑډѸࠔ፦ࢂ୍ܺቷѸ ႟ޑඤ׳ٮȩǵȨ୍ܺΓᄊࡋᘶᇮȩϷȨ୍ܺቷගޑሡਔ໔ࢂӝ܌Γऀዅǵሺᆄ҅ȩǵȨً፶ᆢঅ ႟લѨٰᆢ៝࠼୷ҁᅈཀࡋǶډቷᔈᅰໆ୍ܺ܄ȩǴӧѸࠔ፦ឦڰԖߥڀҹ ӣቷߥᎦޕᙑࠔዴᇡȩǵȨ୍ܺቷЬаႝ၉೯ٮࣁȨҬًᇥܴਔ୍ܺΓග܄಄ӝคৡ౦ࠔ፦ឦ่݀ жႝڗٰڔуးଛҹ๏៝࠼ȩǵȨ୍ܺቷׯаЋᐒ˽ppวଌᅈཀࡋୢޑૻ৲ȩǵȨ୍ܺΓЬᙚচቷཥී ࠼ǴЬᖄ๎៝࠼ΑှୢᚒচӢǴբࣁׯ៝ޑᅈཀࡋፓຑϒեϩܭ၉ᖄ๎БԄፓᅈཀࡋȩϷȨ୍ܺቷჹ ගϲ៝࠼ᅈཀࡋਏ݀ό٫Ƕܭ٩ᏵȩҞჹޑ ӧϩύ҂рϸᙯࠔ፦Ƕزϸӛࠔ፦Ǻҁࣴ ᎶΚࠔ፦ᆶᆢࠔ፦ϐ໔ (+3%)Ǵж߄ҽܭᜢᚶȩϟޑӧϩύวȨ୍ܺΓ๏ϒ៝࠼ঁձزҁࣴ ᅈཀ٠Ъૈගϲᝡݾᓬ༈Ƕډ࠼ૈག៝ܭᜢᚶǴ၀୍ܺࠔჹޑ࠼ࢂයఈᏱԖঁձ៝ ߄ 4 ୍ܺҞ Kano ࠔ፦ឦ܄ᘜᜪ Kano ࠔ፦ឦ܄ᘜᜪ NO ୍ܺҞ ᘜᜪ A O M I R Q жϯ 20.00% 53.17% 11.22% 13.17% 0.49% 1.95% Oڀ໔ǵഢֹ๓٠ޜቷᡏ୍ܺ 1 2 ୍ܺቷϣϷѦᕉნዅ 7.80% 25.85% 50.73% 14.63% 0.49% 0.49% M 3 ୍ܺቷᔼਔ໔ࢂߡճ 23.41% 43.90% 12.68% 16.59% 0.98% 2.44% O 4 ୍ܺቷ܌ӧՏҬ೯ࢂߡճ 32.20% 37.56% 14.15% 13.66% 0.98% 1.46% O 5 ୍ܺΓऀዅǵሺᆄ҅ 16.59% 25.85% 41.46% 14.15% 0.00% 1.95% M M %1.95 %0.98 %16.10 %38.05 %32.68 %10.24 ޑሡਔ໔ࢂӝ܌፶ᆢঅً 6 7 ୍ܺቷޑԏࢂӝޑ 6.83% 45.37% 33.17% 9.27% 2.93% 2.44% O O 2.44% 0.00% 8.29% 14.63% 63.41% 11.22% וޑഢࣁ៝࠼ှ،ୢᚒڀΓ୍ܺ 8 ୢᚒ 14.63% 58.05% 19.51% 5.37% 0.98% 1.46% Oޑቷૈԛှ،ً፶୍ܺ 9 ᙑࠔዴᇡ 3.41% 20.98% 28.29% 45.37% 0.98% 0.98% IٮҬًᇥܴਔ୍ܺΓග 10 11 ୍ܺΓ၁ಒޕ៝࠼ᆢঅޑϣ 6.83% 63.41% 20.00% 9.27% 0.49% 0.00% O O %2.44 %0.49 %17.07 %13.66 %42.44 %23.90 ୍ܺޑٮΓૈջਔග୍ܺ 12 13 ୍ܺቷЬаႝ၉೯ޕӣቷߥᎦૻ৲ 15.12% 34.15% 11.71% 39.02% 0.00% 0.00% I A %0.98 %0.49 %20.00 %5.85 %31.71 %40.98 ୍ܺޑًᆢঅжٮቷග୍ܺ 14 15 ୍ܺΓᄊࡋᘶᇮ 8.29% 38.05% 44.88% 8.29% 0.00% 0.49% M 16 ୍ܺቷख़ຎჹ៝࠼ޑ୍ܺ 10.24% 62.44% 19.02% 4.88% 1.46% 1.95% O ୢᚒ 8.29% 54.63% 27.32% 7.32% 0.98% 1.46% Oޑගр܌Ǵૈှ،៝࠼ޕԖڀΓ୍ܺ 17 M %0.49 %0.00 %7.32 %45.37 %39.51 %7.32 ڰԖߥڀ႟ҹޑඤ׳ٮቷග୍ܺ 18
ϯ୍ܺ 19.02% 49.27% 15.12% 13.17% 0.98% 2.44% Oڋ࠼ٮߥঅइᒵǴගޑΓమًཱ፶୍ܺ 19
20 ୍ܺΓ๏ϒ៝࠼ঁձޑᜢᚶ 31.22% 29.76% 9.76% 24.88% 2.44% 1.95% A/O
кнк ߄ 4 ୍ܺҞ Kano ࠔ፦ឦ܄ᘜᜪ(ុ) Kano ࠔ፦ឦ܄ᘜᜪ NO ୍ܺҞ ᘜᜪ A O M I R Q A %1.95 %1.46 %15.61 %4.39 %33.66 %42.93 ୍ܺޑϷଌًًڗᆢঅٮቷග୍ܺ 21 O %3.90 %1.46 %10.24 %5.37 %46.83 %32.20 ୍ܺޑ፶ߥᎦࡕࢱًϷӦෙ֎ლًٮቷග୍ܺ 22
23 ୍ܺΓЬϟচቷཥීޑуးଛҹ๏៝࠼ 14.15% 12.68% 3.90% 46.83% 20.00% 2.44% I жႝ၉ᖄ๎ڗٰڔቷׯаЋᐒ˽̌̌วଌᅈཀࡋୢ୍ܺ 24 30.73% 20.49% 2.93% 36.10% 2.93% 6.83% I БԄፓᅈཀࡋ ݩ 19.51% 50.73% 15.61% 10.73% 0.00% 3.41% OރޑቷЬӣൔً፶ᆢঅࡋ୍ܺ 25 ୍ܺቷჹܭᅈཀࡋፓຑϒեϩޑ៝࠼ǴЬᖄ๎៝ 26 11.71% 28.78% 18.05% 37.07% 3.90% 0.49% I ٩Ᏽޑ࠼ΑှୢᚒচӢǴբࣁׯ
ȨAȩж߄ᎶΚࠔ፦ឦ܄ǵȨOȩж߄ᆢࠔ፦ឦ܄ǵȨMȩж߄Ѹࠔ፦ឦ܄ǵȨI ж߄คৡ౦ࠔ፦ឦ܄ǵȨRȩ ж߄ϸӛࠔ፦ឦ܄Ƕ CSi(ቚуᅈཀࡋ߯ډၸMatzlerᆶHinterhuber (1998)ϐ៝࠼ᅈཀ߯ኧीᆉϦԄள่݀ڔஒKanoୢزҁࣴ :CDi(ନόᅈཀ߯ኧ)Ǵ၀ϦԄӵΠک(ኧ ቚуᅈཀࡋ߯ኧ CSi= ନόᅈཀࡋ߯ኧ CDi= ߯ኧᆶࠔ፦ණթკǴаკႽϯևٰᇥܴǴ܄ౢࠔឦޑගр܌ (ᙖҗQianli, Roger and Helander(2009زҁࣴ 0Կ±1໔Ǵӧܭନόᅈཀ߯ኧϐ໔ϟکቚуᅈཀ߯ኧܭXືࣁᅈཀࡋቚу߯ኧǴYືࣁନόᅈཀ߯ኧǶҗ კ߄ύǴύ໔ॶаӚࠔ߯ኧѳ֡ॶբࣁჄϩࣁѤঁຝज़ϐϩࣚጕǴܭჹॶБԄᡉҢ๊ڗନόᅈཀ߯ኧϩ ҢǶ܌ቚуᅈཀ߯ኧѳ֡ॶࣁ0.65Ǵନόᅈཀ߯ኧѳ֡ॶࣁ0.62Ǵӵკ7
კ7 Kano୍ܺឦ܄Ѥຝज़კ ёε൯ࡋගϲ៝࠼ᅈཀϷफ़ե៝࠼όᅈཀҞǴࡌёᓬӃჹᔈׯ๓ԜܭѤຝज़ණթკϐಃຝज़ӭឦ Ҟٰε൯ቚу៝࠼ᅈཀࡋǹಃΒຝज़Ҟεϩჹගϲ៝࠼ᅈཀቚу൯ࡋၨλǴՠёε൯ନ៝࠼୍ܺޑ༧ ൯ࡋ֡ၨեǴޑගϲ៝࠼ᅈཀϷନ៝࠼όᅈཀܭ೭٤୍ܺࠔҞǹಃΟຝज़ӭឦܭόᅈཀǴࡌё෧Ͽၗྍ ёε൯ࡋගϲ៝࠼ᅈཀǴՠନ៝࠼όᅈཀ൯ࡋၨեǴࡌёȨቚуȩჹܭࡌё۹ౣǹಃѤຝज़Ҟεӭឦ ගϲǴׯ๓Ԝᜪ୍ܺҞаගϲ៝࠼ᅈཀǶޑ೭٤ࠔ፦ܭ
кнл ܈Ǵคৡ౦ࠔ፦ёૈᄽᡂࣁᎶΚࠔ፦ǴᎶΚࠔ፦߾ёૈᄽᡂࣁѸࠔ፦܄ᡂځԖڀ܄ឦځӚҞ፦ ׯ๓Ǵх֖ᆢࠔ፦ǵکҞᓬӃჴࡼமϯ୍ܺޑಃǵΒǵѤຝज़ϣܭࢩΒǴ1992)ࡌӃख़׀ه)ᆢࠔ፦Ƕ ܺ܄ݩΠѸᓬӃஒᜢᗖឦރޑࡺԖၨεշǴӧӚၗྍԖज़ࡋ܄ҞឦޑᎶΚࠔ፦ǴࢂၨࣁԖਏکѸࠔ፦ ୍ҞᆢӳǴനࡕӆԵໆಃΟຝज़ޑคৡ౦ࠔ፦୍ܺҞǶ ȨନόᅈཀکϐKanoࠔ፦ᜪࠠǴၸ៝࠼ᅈཀ߯ኧύȨቚуᅈཀࡋ߯ኧ CSiȩ܄җ߄5ᘜᜪрӚ୍ܺឦ ϐำࡋǴӆၮҔ80/20ݤ߾ȨᜢޑନόᅈཀکҞሡቚуᅈཀ܄ࢌ୍ܺឦܭǴ៝࠼ჹޕ߯ኧCDiȩीᆉ่݀ள ӢનޑҢ٩ቹៜελׇ௨ӈǴߏచკଯࡋ߄Ң࣬ᔈ܌კ߄ځচԶᇙ࢙კǴޑӭኧȩޑԛाکϿኧޑᗖ ኧԖ13ঁҞǵسቹៜำࡋǴ٠а࢙კϩӚࢤԔጕᖿ༈ԵໆϩࡕǴӵკ8Ϸკ9Ǵቚуᅈཀࡋᜢᗖޑ ନόᅈཀᜢᗖ߯ኧԖ10ঁҞǴӅӕҞࣁ4ঁҞǶ ಃຝज़ϷಃѤຝज़ǴಃޑѤຝጕკύ܄13ঁ୍ܺҞ֡ϩթӧKano୍ܺឦޑ࢙კϩቚуᅈཀᜢᗖ ໔ǵޜǵNO1.୍ܺቷᡏ୍ܺޑǵNO16.୍ܺቷख़ຎჹ៝࠼וޑഢࣁ៝࠼ှ،ୢᚒڀຝज़ࣁNO8.୍ܺΓ .ݩǵNO19ރޑୢᚒǵNO25.୍ܺቷЬӣൔً፶ᆢঅࡋޑжϯǵNO9.୍ܺቷૈԛှ،ً፶ڀഢֹ๓٠ ϣǶಃѤຝज़ࣁޑ࠼ᆢঅ៝ޕϯ୍ܺǵNO11.୍ܺΓ၁ಒڋ࠼ٮߥঅइᒵǴගޑΓమًཱ፶୍ܺ ፶ߥᎦࡕࢱًًٮǵNO22.୍ܺቷග୍ܺޑϷଌًًڗᆢঅٮNO3.୍ܺቷᔼਔ໔ࢂߡճǵNO21.୍ܺቷග ӧՏҬ೯ࢂߡճǵNO12.୍ܺΓ܌ǵNO4.୍ܺቷ୍ܺޑًᆢঅжٮǵNO14.୍ܺቷග୍ܺޑϷӦෙ֎ლ Ƕ୍ܺޑٮջਔගૈ ಃຝज़ϷಃΒຝज़ǴಃޑѤຝज़კύ܄10ঁ୍ܺҞ֡ϩթӧKano୍ܺឦޑ࢙კϩନόᅈཀᜢᗖ ຝज़ࣁNO16.୍ܺቷख़ຎჹ៝࠼ޑ୍ܺǵNO11.୍ܺΓ၁ಒޕ៝࠼ᆢঅޑϣǵNO15.୍ܺΓᄊࡋᘶ ୢᚒǵNO2.୍ܺቷϣϷѦᕉޑǵNO9.୍ܺቷૈԛှ،ً፶וޑഢࣁ៝࠼ှ،ୢᚒڀᇮǵNO8.୍ܺΓ ǵޑԏࢂӝޑୢᚒǵNO7.୍ܺቷޑගр܌Ǵૈှ،៝࠼ޕԖڀნዅǶಃΒຝज़ࣁNO17.୍ܺΓ Ƕޑሡਔ໔ࢂӝ܌ǵNO6.ً፶ᆢঅڰԖߥڀ႟ҹޑඤ׳ٮNO18.୍ܺቷග ǵוޑഢࣁ៝࠼ှ،ୢᚒڀቚуᅈཀᜢᗖ߯ኧᆶନόᅈཀᜢᗖ߯ኧӅԖ4ঁ࣬ӕҞࣁNO8.୍ܺΓ ܺޑϣǵNO16.୍ܺቷख़ຎჹ៝࠼ޑ࠼ᆢঅ៝ޕୢᚒǵNO11.୍ܺΓ၁ಒޑNO9.୍ܺቷૈԛှ،ً፶ ୍Ƕ ߄5 ߄୍ܺҞ៝࠼ቚу/ନᅈཀ߯ኧ ᄬ ࠔ፦ CSi DSi NO ୍ܺҞ य़ ᘜᜪ ߯ኧ ௨Ӝ ѳ֡ ߯ኧ ௨Ӝ ѳ֡
жϯ O 0.75 5 -0.66 13ڀ໔ǵഢֹ๓٠ޜቷᡏ୍ܺ 1
2 Ԗ ୍ܺቷϣϷѦᕉნዅ M 0.34 25 -0.773 9 3 ࠠ ୍ܺቷᔼਔ໔ࢂߡճ O 0.697 12 0.587 -0.586 14 -0.647 4 ܄ ୍ܺቷ܌ӧՏҬ೯ࢂߡճ O 0.715 9 -0.53 18 5 ୍ܺΓऀዅǵሺᆄ҅ M 0.433 22 -0.687 11 M 0.442 21 -0.729 10 ޑሡਔ໔ࢂӝ܌፶ᆢঅً 6 7 ё ୍ܺቷޑԏࢂӝޑ O 0.552 17 -0.83 5 O 0.765 3 0.551 -0.8 7 -0.731 וޑഢࣁ៝࠼ှ،ୢᚒڀ ୍ܺΓ 8 ୢᚒ O 0.745 6 -0.795 8ޑቷૈԛှ،ً፶୍ܺ ܄ 9 ᙑࠔዴᇡ I 0.249 26 -0.502 19ٮҬًᇥܴਔ୍ܺΓග 10
кнм ߄5 ߄୍ܺҞ៝࠼ቚу/ନᅈཀ߯ኧ(ុ) ᄬ ࠔ፦ CSi DSi NO ୍ܺҞ य़ ᘜᜪ ߯ኧ ௨Ӝ ѳ֡ ߯ኧ ௨Ӝ ѳ֡
11 ୍ܺΓ၁ಒޕ៝࠼ᆢঅޑϣ O 0.706 11 -0.838 3 ϸ O 0.683 13 -0.578 15 ୍ܺޑٮΓૈջਔග୍ܺ 12 ᔈ 0.655 -0.564 13 ୍ܺቷЬаႝ၉೯ޕӣቷߥᎦૻ৲ I 0.493 18 -0.459 20 ܄ A 0.738 7 -0.381 23 ୍ܺޑًᆢঅжٮቷග୍ܺ 14 15 ୍ܺΓᄊࡋᘶᇮ M 0.466 20 -0.833 4 ߥ 16 ୍ܺቷख़ຎჹ៝࠼ޑ୍ܺ O 0.753 4 -0.843 1 0.583 -0.842 ୢᚒ O 0.645 14 -0.84 2ޑගр܌ૈှ،៝࠼ޕԖڀΓ୍ܺ 17 ܄ M 0.471 19 -0.853 6 ڰԖߥڀ႟ҹޑඤ׳ٮቷග୍ܺ 18 ϯ୍ܺ O 0.707 10 -0.667 12ڋ࠼ٮߥঅइᒵගޑΓమًཱ፶୍ܺ 19 20 ୍ܺΓ๏ϒ៝࠼ঁձޑᜢᚶ A/O 0.638 15 -0.413 22 A 0.793 2 -0.394 21 ୍ܺޑϷଌًًڗᆢঅٮቷග୍ܺ 21 O 0.835 1 -0.552 17 ୍ܺޑ፶ߥᎦࡕࢱًϷӦෙ֎ლًٮቷග୍ܺ 22 ᜢ 23 ୍ܺΓЬᙚচቷཥීޑуးଛҹ๏៝࠼ I 0.346 24 -0.214 25 ᚶ 0.63 -0.459 жႝ၉ڗٰڔቷׯаЋᐒ˽pp วଌᅈཀࡋୢ୍ܺ 24 ܄ I 0.568 16 -0.259 24 ᖄ๎БԄፓᅈཀࡋ
ݩ O 0.727 8 -0.687 11ރޑቷЬӣൔً፶ᆢঅࡋ୍ܺ 25 ୍ܺቷჹܭᅈཀࡋፓຑϒեϩޑ៝࠼ǴЬᖄ 26 I 0.423 23 -0.49 16 ٩Ᏽޑ࠼ΑှୢᚒচӢǴբࣁׯ៝๎
კ 8 ቚуᅈཀ߯ኧ_࢙კ
კ 9 ନόᅈཀ߯ኧ_࢙კ
кнн 4.4 ୢᚒϩᜪ ၸKanoΒᆢࠔ፦่݀ϩрቚуᅈཀ߯ኧϷନόᅈཀ߯ኧҞǴӧ࢙კϩрӅ19Ǵаჴزҁࣴ ѯǶמϩᜪࣁΟεᄬय़Ǻᔼၮࡹᆶฯᡏࡼǵբᆅǵ୍ܺᄊࡋᆶځय़ஒ୍ ӧՏҬ೯ࢂ܌жϯǵNO4.୍ܺቷڀ໔ǵഢֹ๓٠ޜᔼၮࡹᆶฯᡏࡼҞࣁNO1.୍ܺቷᡏ ǶڰԖߥڀ႟ҹޑඤ׳ٮϷNO18.୍ܺቷගޑԏࢂӝޑǵNO3.୍ܺቷᔼਔ໔ࢂߡճǵNO7.୍ܺቷޑߡճ ǵ୍ܺޑ፶ߥᎦࡕࢱًϷӦෙ֎ლًٮբᆅҞࣁNO2.୍ܺቷϣϷѦᕉნዅǵNO22.୍ܺቷග ً،ǵNO9.୍ܺቷૈԛှ୍ܺޑًᆢঅжٮǵNO14.୍ܺቷග୍ܺޑϷଌًًڗᆢঅٮNO21.୍ܺቷග ୢᚒǶޑගр܌Ǵૈှ،៝࠼ޕԖڀϷNO17.୍ܺΓޑሡਔ໔ࢂӝ܌ୢᚒǵNO6.ً፶ᆢঅޑ፶ ǵוޑഢࣁ៝࠼ှ،ୢᚒڀѯҞӅԖ6ǴࣁNO15.୍ܺΓᄊࡋᘶᇮǵNO8.୍ܺΓמᄊࡋᆶ୍ܺ ୍ܺ.ϣǵNO12ޑ࠼ᆢঅ៝ޕᎩNO11.୍ܺΓ၁ಒځϩᜪࣁ୍ܺᄊࡋǶ୍ܺޑNO16.୍ܺቷख़ຎჹ៝࠼ ϯ୍ܺϷNO25.୍ܺቷЬڋ࠼ٮߥঅइᒵǴගޑǵNO19.୍ܺΓమًཱ፶୍ܺޑٮΓૈջਔග ѯǶמݩϩᜪࣁ୍ܺރޑӣൔً፶ᆢঅࡋ ୢᚒϩᆶׯ๓ౣ 4.5 ଞჹΟεᄬय़Ӆ19୍ܺҞᆶYϦљ୍ܺቷӚൂՏЬᆅፕǴ٩ᏵတΚᐟᕏБԄǴவჴ୍य़ӛزҁࣴ ҞዴҥǴ٠җ୍ܺቷᔼၮᆅᢀᗺډाӢϩǴၲ܄ଞჹӚ୍ܺҞᙶమୢᚒวғচӢǴගрགྷݤ٠ว аୢᚒϩᆶှ،ኳԄрࠔ፦ୢᚒ১Ǵࣴᔕׯ๓ჹᆶёჴՉϐࡌǶ ǵᔼၮࡹᆶฯᡏࡼ ЪѸሡ಄ӝ҆ቷೕጄǴࡕុۓฯᡏϩӧࡌҥཥ୍ܺቷਔς܄໔ǵഢϷҬ೯ߡճޜቷ୍ܺޑYϦљ ǴٯచڰҽǴࢂа҆ቷೕጄӄ࣪ϐҔሽϷߥ܄ϷҔӝڰׯᡂฯᡏ൯ࡋόεǶ႟ҹߥӢঁਢሡ ৲Ǵӧ಄ӝࡹ۬ݤзπਔೕጄϷΓ٣ԋҁԵໆΠǴςӧύϱҶ܄όӕྗǶ୍ܺቷᔼਔ໔ߡճۓคݤќѦु ଷВӼ௨ॶΓٰᘉε୍ܺጄൎǶٯਔࢤǵΠࡕਔࢤϷ ׳य़ǴϷሽਔᔈӭуԵໆ៝࠼ᆄሡٯచۓॊҞ่݀ࡌᕴϦљ҂ٰӧܺᏵᗺǵुܭჹزҁࣴ ϩᘜયࡕόӧჹᔈࡕុाӢϩϷୢᚒϩڔӧୢزᝡݾΚǴࡺԜᄬय़ҁࣴڀ׳ωૈӧӕϐ໔ຠ߈៝࠼ሡ ᆶှ،Ƕ Βǵբᆅ ǵ୍ܺޑ፶ߥᎦࡕࢱًϷӦෙ֎ლًٮբᆅҞࣁNO2.୍ܺቷϣϷѦᕉნዅǵNO22.୍ܺቷග ୢᚒǵNO6.ً፶ᆢঅޑගр܌Ǵૈှ،៝࠼ޕԖڀୢᚒǵNO17.୍ܺΓޑNO9.୍ܺቷૈԛှ،ً፶ ᆢঅжٮǵNO14.୍ܺቷග୍ܺޑϷଌًًڗᆢঅٮǵNO21.୍ܺቷග܄Ϸً፶ᆢঅߡճޑሡਔ໔ࢂӝ܌ ाӢϩკϷࣴᔕှ،ჹǶ܄Ǵ٩ॊୢᚒҞว୍ܺޑً Ȑȑ୍ܺቷϣϷѦᕉნዅҞ໒ाӢϩӵკ10Ǵှ،ჹӵ߄6Ƕ
Γ ഢ
લЮϕշᆒ (௨ନ) ϣϷѦ ᕉნዅ ᙍඓόమమ (௨ନ)
ࡹ
კ 10 ୍ܺቷϣѦᕉნዅाӢϩკ
кно ߄ 6 ୍ܺቷϣѦᕉნዅှ،ჹ Ҟ ୢᚒाӢ ှ،ჹ ВӆуமమዅਔۓమዅᙍඓǴ٠ࡓۓुۓϺԖӭ៝࠼۳ మཱ໔Ъޜܫቷϣ ୍ܺቷࣁ໒୍ܺ ೯܈շమዅڐࢤǴϣΓऩวόዅᔈЬ ޑᕉნᆢៈதԋᕉნܭϷѦ ٰǴၸำύऩ౧ ᄊǴൂՏЬᆅόރᙍඓΓٰమዅаᆢଳమޕ ࠔփѠǵޑࢂ៝࠼നதௗځᕉნዅ όዅǴЀ ᄊǶރਔᔠǴᆢᕉნӧଳృۓ ख़ᗺୱǶޑҶ৲Ϸ࠼ҔࢱЋ໔ࢂ ፶ߥᎦࡕࢱًϷӦෙ֎ლ୍ܺҞ໒ाӢϩӵკ11Ǵှ،ჹӵ߄7ǶًٮȐΒȑග
Γ ഢ ҂Ӄዴᇡ ྗ҂ပჴ (௨ନ) ࠼ሡ៝
ࢱًϷӦෙ ֎ლ୍ܺ
!ڋᔠਡᐒ (௨ନ)
ࡹ
კ 11 ߥᎦࡕࢱًϷӦෙ֎ლ୍ܺाӢϩკ ߄ 7 ߥᎦࡕࢱًϷӦෙ֎ლှ،ჹ Ҟ ୢᚒाӢ ှ،ჹ ߥঅܭइᒵྗೕጄϷࢬำǴϝว ပჴً፶ୢບஒ៝࠼ً፶మዅሡۓڋ፶ ً፶మዅςԖًٮග уமమዅǶߥᎦࡕࢱ ғ҂٩ྣࢬำᏤठమዅ҂ၲྗǶќӢǴً ϣϐύǴ٩៝࠼ሡ ਔᔠً፶మዅ٩ྣྗࢬำۓ፶మዅਸ ൂՏЬᆅόًܭϷӦෙ ፶ୢບਔ҂ӃΑှ៝࠼ჹً ݩǴ٠ஒً፶మዅӈΕً፶ࠔᆅനಖᔠҞރݩวғǶ ՉރǴᏤठً፶మዅόᅈཀ֎ლ ሡ ݩวғǶރа෧Ͽόᅈཀ
Ҟ༼ࣁً፶ᆢ୍ܺޑًᆢঅжٮǵNO14.୍ܺቷග୍ܺޑϷଌًًڗᆢঅٮȐΟȑஒNO21.୍ܺቷග অߡճ܄ǴाӢϩӵკ12Ǵჹӵ߄8Ƕ
୍ܺޑϷଌًًڗᆢঅٮග
ىΓΚό ሡ܄ᖏਔ
!፶ᆢঅً ߡճ܄! ىࡋ ً፶όڋચॷ
୍ܺޑًᆢঅжٮග
ाӢϩკ܄კ 12 ً፶ᆢঅߡճ
кнп ှ،ჹ܄߄ 8 ፶ᆢঅߡճ Ҟ ୢᚒाӢ ှ،ჹ Ǵёջਔ၌ϷፓࡋѬቷً፶ًᆅжس፶ ऩᆢঅਔ໔ၨߏǵය໔៝࠼Ӣคً፶ё ၮҔႝတً ፶໕ਔёаঁًୢᚒǴӧжޑى፶όًًှ،ж ڐݩ୍ܺቷӼ௨ރᆢঅ ҔϐόБߡǴ ǶϐሡًચॷǴှ،อਔ໔ચॷж܄БԄ ਢᑼ೯БԄቸޑًᆢঅжٮග܈Ϸଌًًڗߡճ շ ਔаᐉӛྎ೯ӚൂՏǴၮҔىǴΓΚόଌًሡڗኧໆԖज़ ᖏਔًόБߡǶՠжޑှ،࠼Њ ܄ Ƕ࠼ሡ៝ىҺ୍Ǵаᅈ܄җЬᆅௗඹᖏਔ܈ǴӵीБԄǵਔ ໕ΓΚڋЪચॷೕ߾చҹज़ ᄊӝႣऊ௨ำǴӳރଌًૻ৲ᔈᆶΓҶଷڗ໔ୢᚒǶ Ⴃऊ ݩวғǶރޑதӢਔ໔ϷΓΚଛӝόᏤ ॄᆅᗉխຬໆႣऊၸၩሡ܄ᖏਔ ݩวғǶރޑଌًڗշڐठคݤ ୢᚒҞ໒ाӢϩӵკ13Ǵှ،ჹӵ߄9ǶޑȐѤȑૈԛှ،ً፶
Γ ഢ
(SOP բ (௨ନ ҂٩ ىόૈמ
ً،ԛှ ፶ޑୢᚒ ҂ջਔ ߚதҔ႟ҹ ىЍජ Ӹόೌמ
ࡹ
ୢᚒाӢϩკޑკ 13 ԛှ،ً፶ ୢᚒှ،ჹޑ߄ 9 ԛှ،ً፶ Ҟ ୢᚒाӢ ှ،ჹ ݩރ႟ҹᔈаӭኬԄϿໆБԄӸǴલ܄ ҂ԛှ،ً፶ୢ Ӣ႟ҹӸԋҁԵໆࡺߚதҔૈ ӣ႟ҹ෧Ͽࡑਔ໔ǶڗаᐒБԄፓኘ܈ډݩࣁᆢঅ႟ วғਔǴа࡚ൂΠुගԐރԛှ ᚒว Γуம૽ግаቚ மᆢঅΓىΚόೌמ௲ػ૽ግፐำѦǴќӼ௨܄Չٯନ מΓೌמǵىҹό ً، ΚǶૈೌמǵ҂٩ྗ ϐىΚόೌ ޑ፶ ݩวғਔᔈਔ๏ϒЍރߏπวߥঅࡋပࡕৣמ܈ᆅਔوΚό Ьᆅೌמୢᚒ SOP բǵ SOP բӈΕԵ շǴ٠ஒ҂٩ڐΓၶୢᚒวғਔЬፎೌמජǴႴᓰ מਔǴ҂ջਔϸᔈى ǶڋշǶ ਡᐒڐߏৣ
кнр ୢᚒҞ໒ाӢϩӵკ14Ǵှ،ჹӵ߄10Ƕޑගр܌Ǵૈှ،៝࠼ޕԖڀȐϖȑ୍ܺΓ
Γ ഢ DM ܈ჴނ ىΚόૈ ᇶշှᇥ ୍ܺΓૈှܺ ،ୢᚒޑ࠼៝، (௨ନ) (௨ନ)
ࡹ
ୢᚒाӢϩკޑගр܌კ 14 ૈှ،៝࠼ ୢᚒှ،ჹޑගр܌߄ 10 ૈှ،៝࠼ Ҟ ୢᚒाӢ ှ،ჹ ٠ගޕୢᚒӢ୍ܺΓ ᖐᒤ࣬ᜢፐำϐ૽ግǴуம࣬ᜢޑගр܌Ԗ ៝࠼ڀΓ୍ܺ ྎ೯ϷှᇥૈΚǶޑΓೌמǴ ϲ୍ܺΓᆶىှᇥૈΚό܈Ǵૈှ ૈΚόǵྎ೯ޕ ࣬ᜢЎҹၗࣁᇶշуமှᇥਏ܈ނှᇥਔམଛჴ ܌คݤஒ៝࠼܈ගр คݤջਔᇥܴమཱ܌࠼៝، ΓǶ ݀Ǵ٠෧ϿೌᇟှᇥǶೌמୢᚒ ߄Ңϐୢᚒᗺమཱև๏ޑ ሡਔ໔ࢂӝҞ໒ाӢϩǴाӢϩӵკ15Ǵှ،ჹӵ߄11Ƕ܌ȐϤȑً፶ᆢঅ
Γ ഢ
ਔ໔ှᇥόమཱ (௨ନ) ىΚόೌמ
ᆢঅਔ໔ ࢂӝޑ
ى႟ҹӸό (௨ନ)
ࡹ
კ 15 ᆢঅਔ໔ӝाӢϩკ ߄ 11 ᆢঅਔ໔ӝှ،ჹ Ҟ ୢᚒाӢ ှ،ჹ זᒨǴऩᖏਔቷߥঅΨѸᅰۯݩࣁ҂ Ⴃऊӣቷϐً፶Ǵ୍Ѹྗਔ໒πᆢঅόёރ፶ ୢᚒวً ሡϐਔ໔٠ӛ៝࠼ှᇥమཱǴΓΚၗྍёΠᅰໆ಄ӝ܌ᖄᛠᆢঅൂՏዴᇡ ೌמᆢঅ ྗਔ໒πǵ ਔ໔Ƕޑԋᆢ ៝࠼යఈىሡ Κό܌ շௗଌ៝࠼෧ϿόБڐ܈ً࠼ǴӼ௨ж៝ޕਔ໔ অਔ໔ၸߏǴ႟ ऩคݤྗਔҬًਔᔈջਔЬ ߥঅ ߡǶ܈ىࢂӝ ҹό ႟ҹǴᕭอࡑਔ໔ǶڗЬԿѬቷ৾܈дൂՏፓኘଛଌځှᇥόమཱ ႟ҹલਔҥջӛ ޑ ΚаගϲπբਏᕭอπਔǴϷගϲӛ៝ૈೌמৣמਔ Ӽ௨࣬ᜢ૽ግፐำǴуமܭԋ៝࠼ჹ ໔ᅈཀࡋό٫Ƕ ࠼ှᇥϐૈΚǶ
кнс ѯמΟǵ୍ܺᄊࡋᆶ ǵNO16.୍ܺቷख़ຎוޑഢࣁ៝࠼ှ،ୢᚒڀȐȑ୍ܺᄊࡋҞࣁNO15.୍ܺΓᄊࡋᘶᇮǵNO8.୍ܺΓ Ǵ٩୍ܺᄊࡋҞ໒ाӢϩӵკ16Ǵှ،ჹӵ߄12Ƕ୍ܺޑჹ៝࠼
וޑഢှ،ୢᚒڀ
ঁ܄ୢᚒ
୍ܺᄊࡋ
ೢҺୢᚒ ᇴਔ໔Ҭً Γન፦
ख़ຎჹ៝࠼ޑ୍ܺ ୍ܺΓᄊࡋᘶᇮ
კ 16 ୍ܺᄊࡋाӢϩკ ߄ 12 ୍ܺᄊࡋှ،ჹ Ҟ ୢᚒाӢ ှ،ჹ ᗉխӕਔࢤً፶ኧໆၸڋӧً፶Ӿঢ়ය໔πբໆॄၩၨ ӧً፶ۘ҂ቷႣ௨π௨ำǴϩࢬᆅ ୍ܺ ளന٫ѳᑽǶڗӭǴӧᔼᕮਏϷ៝࠼ᅈཀ ޑᄊࡋ ଯǴᏤठ୍ܺᄊࡋૈΚၨ১ ݩวރΓӢࣁπբໆϷਔ໔ᓸΚΠ ӧً፶ቷࡕ٩πਔߏอѳ֡ϩଛπǴᗉխൂΓຬໆॄၩ дΓΚϒаЍජǴϩණπբໆᗉխܺځݩᔈջਔፓރ፦ໆΠ ғǴऩวғၸၩޑ၈Ϸᘶᇮᄊࡋ୍ܺ ό٫Ƕ ୍Γ፦ໆΠफ़Ƕڙफ़Ꮴठ៝࠼ག Γ๏ϒ࠹ᏤϷᖐᒤᆶ៝࠼ྎ೯࣬ᜢ૽ግǴ٬ޑၨϣӛ܄ન፦ϷঁܭၨϣӛǴ ჹ܄ન፦ϷঁيΓҁ ΚǴൂՏЬᆅ࿎ߦϷਔ๏ϒЍජǶૈޑǴԋ ୍ܺΓගϲჹᔈ៝࠼ᔈԖڙϷགத۹ౣ៝࠼ሡ πǴޑוԵໆќሡуΕΓ፦ԵໆǴЇ҅ӛૈמ༅ਔନܕݩวғǴᝄख़ਔࣗ Γރޑόᅈཀ ԿЇଆ៝࠼ܤਢҹǶ ගϲπᡏન፦ҭё෧Ͽ૽ግԋҁǶ ǵ୍ܺޑٮϣǵNO12.୍ܺΓૈջਔගޑ࠼ᆢঅ៝ޕѯҞࣁNO11.୍ܺΓ၁ಒמȐΒȑ୍ܺ ݩǴ٩ܺރޑϯ୍ܺϷNO25.୍ܺቷЬӣൔً፶ᆢঅࡋڋ࠼ٮߥঅइᒵǴගޑNO19.୍ܺΓమًཱ፶ ѯҞวाӢϩӵკ17ှ،ჹӵ߄13Ƕמ୍
୍ܺٮϣ ջਔගޑᆢঅޕ၁ಒ
ᙍඓόమ ىှᇥૈΚό
ѯמ୍ܺ
䧋ᡍೕჄ SOP ҂٩
ٮమཱߥঅइᒵග ϯܺ Ьӣൔᆢঅࡋڋ࠼
ѯाӢϩკמ୍ܺ კ 17
кнт ѯှ،ჹמ୍ܺ ߄ 13 Ҟ ୢᚒाӢ ှ،ჹ ׳ځΓӧً፶ୢບ၌ً፶ቬᐕ٠ೕჄ ᖐᒤ࣬ᜢࢬำϷྎ೯૽ግ٠уჴ୍ᄽግ٬୍ܺ ୍ܺ ݩǶރߥঅϣǴωӛ៝࠼మཱှᇥ٠Ъዴ ຠ߈ჴሞޑѯ рӝמ ᇡӕཀᆢঅࡕӆ໒πǴߥঅၸำύਔࡋӣ ᙍඓႣऊ௨ำΓ٣Ӄ၌ً፶ቬᐕϷႣӃೕ ൔ๏៝࠼ǴԜࢬำω಄ӝྗࢬำǶᗨฅςु ჄӝߥঅीჄǴауೲВբࢬำǴً፶ ਔ໔Ǵֹԋ၁ಒᇥ୍ܴܺߥঅϣޑкϩ׳ྗϯՠϝฅวғ୍ܺΓ҂၌ً፶ቬ ቷਔԖۓ ᐕ൩ᏧᡍගрߥঅҞೕჄǵᆢঅࡋӣൔ Ƕ ݩϷ๏ϒਔރਔᔠਡً፶ࡋӣൔۓݩǵᆢঅϣှᇥόֹᏤठόᅈ ЬᆅόރՉΨԖલᅅ շǶڐޑ ݩวғǶރཀ 4.6 ၂Չਏ ࠔ፦ׯ๓ჹࡕǴ2ДύԒዴ୍ܺޕाӢϩǵୢᚒϩᆶှ،ኳԄǴ่݀ள܄ࡑׯ๓୍ܺࠔ፦ाનа Ϸ၉ೌ૽ግᆶׯᡂൂೌמਢϦљE୍ܺቷǴፓႣऊǵπǵ៝࠼Ҭًࢬำǵ࣬ᜢঁܭёՉБਢ٠ࡋ၂Չۓ ׯ๓ჹࡕځ٩ᏵаঁਢϦљ៝࠼ᅈཀࡋፓ่݀բࣁ၂ՉਏǴޑ3ДҽֹԋǴຑܭՏЬਡਔ໔ᗺǴ٠ ่݀Ǵӵ߄14ǵӵკ18Ƕ Ǵՠ่݀ӧᡏᅈཀࡋϩኧԖϲᖿ༈Ǵ8ϩаΠǵ҂ԛঅӳىᗨฅ၂Չ่݀Ԗ2ঁДᡍਔ໔ั༮ό ϐਏ݀Ǵҭж߄៝ۓׯ๓៝࠼ᅈཀϷᔼᕮਏ֡҅ӛᛙځϷVOC_NGҹኧҭԖ෧ϿǶӧပჴՉׯ๓ჹΠǴ ᄊǶރයፓǴ٠ஒୢᚒϩϒаჹǴዴჴՉׯ๓Бਢаᆢ୍ܺࠔ፦ӧന٫ۓࠔ፦ԖѸाό୍ܺܭ࠼ჹ Дҽ ᡏᅈཀࡋ 8ϩаΠҹኧ ҂ԛঅӳ VOC_NG 20.04 9.986 0 2 1 20.03 9.994 0 0 2 20.02 9.946 2 0 4 20.01 9.940 2 0 5 19.12 9.967 0 0 7 19.11 9.966 0 0 5 19.10 9.966 1 2 6 19.09 9.972 0 0 3 19.08 9.995 0 2 4 19.07 9.923 0 2 9 19.06 9.989 0 2 8 19.05 9.951 0 0 3 19.04 9.922 0 1 5 19.03 9.974 0 1 6 ߄ 14 ѱፓԋᕮ߄
კ 18 ѱፓϩԋᕮ
кой 5.่ፕᆶࡌ ፕ่زࣴ 5.1 ᝡݾаவཥًᎍ୧ςᘉεԿ୧ࡕܺޑᎍ୧ѱǴӚεًቷޑѠًؓᎍ୧ѱςΕԋዕයǴӧԖज़ܭҗ ቚу୧ࡕ୍ܺډǵ௲ػ૽ግǵϷᔼၮฯᡏࡼǴၲسሦୱǴYϦљёၸࡌҥྗϯբࢬำǵமϯၗૻ୍ ѱᝡݾΚǶۓᅈཀᆶᛙ ୧ࡕ୍ܺࠔ፦ሡܭፓΑှ៝࠼ჹڔҗSERVQUALࣁ୷ᘵࡌҥ୍ًؓܺKanoࠔ፦ໆ߄Ǵၸୢزҁࣴ /Ϸीᆉрቚуᅈཀࡰᆶ෧ϿόᅈཀࡰǴ٠ၮҔѤຝज़კ/࢙კ܄ǴKanoΒᆢࠔ፦ኳԄϩӚࠔ፦ឦ ाӢკЋݤᘜયрࡑׯ๓୍ܺࠔǴӆаୢᚒϩᆶှ،ኳԄрׯ๓ჹǴׯ๓ჹ༼่݀ӵΠǺ܄ ǵࡌҥྗϯբࢬำ ᡙӣቷǵႣऊǵௗࡑ៝࠼ǵዴᇡҬঅҞǵᇥܴբਔ໔ǵπǵߥᎦᆢঅǵً፶ܕߥঅ୍ܺࢬำவًؓ ϷᕉნǴࢬำ࣬ፄᚇǴࡌҥӚ໘ࢤྗًଌًǵжڗమዅǵࠔᆅಖᔠǵҬًᇥܴǵ႟ҹӸբǵ Ƕ࠼Ϸᔼሡ៝ىᅈۓᛙځႣයҞǴ٬ډၲۓբࢬำ٠ပჴՉǴǴዴߥ୍ܺࠔ፦ᛙ سΒǵமϯၗૻ ѱύǴόፕӧߥঅૻ৲ǵ႟ҹӸᆅǵᕮਏᆅǵ៝࠼ᜢᚶࣣሡाၮҔ୍ܺޑӧኧՏਔжᝡݾᐟਗ਼ ǴࡌҥၗૻѳѠǵӝኧسǴԖុόᘐமϯၗૻݩϷ࠼Њሡރዴඓඝً፶ྗ׳ೲז׳ǴӵՖسၗૻ ᇶշ୍ܺΓǴٰගϲᔼၮਏᆶᝡݾΚǶٰڀEϯπޑߡճ׳ഢڀᏵϩϷ Οǵ௲ػ૽ግ ѯǴࣣҗ୍ܺΓמǵᆢঅૈΚǵ୍ܺᄊࡋǵ୍ܺޕӧ୍ًؓܺቷЬाᜢᗖ୍ܺࠔࣁှᇥૈΚǵ ᙯᡂԋঁΓૈΚǴೌמޑೲஒიᡏזයᖐᒤӧᙍ૽ግǴၸ௲ػ૽ግۓǶஒ௲ػ૽ግ௨ΕԃࡋीฝǴ܌ ۓᔼрಔᙃؼӳ॥ǴӵԜωૈᛙޑϷᑈཱུЬᆒઓǴԾฅۺΚǴᎦი໗ᢀૈޑុගϲ୍ܺΓϷЬᆅ Ƕࠔ፦а಄ӝ៝࠼ሡ୍ܺޑؼӳ Ѥǵᔼၮฯᡏࡼ ׳҂Ѹ࣬ӕǴࡺӢӦৡ౦ࡌӧ୍ܺቷฯᡏࡼঁਢϦљࢂа҆ቷೕጄࣁྗǴՠӚӦ៝࠼ሡ ᖼמഢΨᒿࣽڀӧ୍ܺቷࡑǶࡕᐒޑӼЈ׳ࡼǴૈቚу៝࠼ᅈཀЪᡣ៝࠼ૈޑЪֹ๓ ഢǴаගଯπբਏᕭอߥঅਔ໔ǴԶቚу៝࠼ӧߥঅࠔ፦Ϸਔ໔ᅈཀǶޑԖਏ׳Ӽӄ׳ 5.2 ᆅཀ఼ ޑВᚹϲǴӚεًؓࠔจΨόᘐගϲ୍ܺࠔ፦Ǵᒿ៝࠼ჹ୍ܺࠔ፦ाޑຫٰຫख़ຎ୍ܺޣϞ ࣁว៝࠼ჹ୍่ܺ݀زǶᏵҁࣴሡޑ࠼ჹ୍ܺ៝ز٣ҹϝഋрόጁǴࡺԖѸाࣴޑ፦ໆǴՠჹ୍ܺόᅈཀ ਢঁܭჹБਢ၂Չځࡋගрׯ๓ჹǵ҂୍ٰܺቷᆅБӛࡌǶفޑݩǵଞჹୢᚒࠔаჴ୍ރሡޑቷ ϦљE୍ܺቷǴӧѱፓ่݀ᡉҢ߃යਏԖ҅ӛਏ݀ǴёբࣁYϦљ҂୍ٰܺቷࠔ፦ᆅБӛϐୖԵǶ ޑᖐᒤ௲ػ૽ግගϲ୍ܺΓǴаԜሡሡޑሡջਔΑှ៝࠼ჹ୍ܺ׳Ѡًؓѱᝡݾᐟਗ਼Ǵًቷ ԶගϲҾᝡݾΚǴωૈӧ҂ٰѱύωԖᐒಥᑉԶрǶ୍ܺޑᓬ፦׳ٮૈΚϷமϯ೬ฯᡏࡼǴаග ϐࡌزࡕុࣴ 5.3 ࠼ຫٰຫӭǴҁࣴ៝ޑݩΠǴαًރޑѠًؓౢᝡݾᐟਗ਼ǴϞ୯ౢًᆶαًᎍ୧КդҸϐ໔ ҂Ѹ࣬ӕǴԖࡑࡕុሡޑ܄Ӛ୍ܺឦܭαً៝࠼ᆶ୯ౢً៝࠼ჹځჹຝεӭኧࣁ୯ౢًϐ៝࠼Ǵڔୢز Ƕ܄ৡ౦ځวޣزࣴ คݤፕԿӄ୯Вౢًؓϐ៝࠼Ƕࡺࡌ่݀زჹຝǴࣴزଞჹYϦљᗄϐВౢ४Ҕً៝࠼ࣁࣴزҁࣴ ׳่݀زǶё٬ࣴ܄ৡ౦ځǴϩزࣴޑуΕόӕًؓࠔจ܈дୱǴځጄൎᘉεԿزǴёஒࣴޣزࡕុࣴ Ƕ܄ৡ౦ޑύόӕࠔจǵόӕୱ୍ܺࠔ፦ځǴΨૈΑှ܄ж߄ڀ ᡂϯǴ܌഻ངำࡋᒿਔ໔ԶԖޑ፶ًܭǴՠ៝࠼ჹ܄ᑽໆ୍ܺࠔ፦ឦٰޕᆶᇡڙ٩Ᏽ៝࠼ჴሞགزҁࣴ ǶޑޣزǴॶளࡕុࣴزࣴޑΨၟׯᡂǴӢԜӧਔ໔ᕵᘐय़࣬ᜢሡޑ୍ܺܭჹ
кок ୖԵЎ ᅺγፕЎسǴ୯ҥᄆϯৣጄεᏢπ௲ػᏢزϐࣴߪᑉ(2001)Ǵًؓঅ௲ػ૽ግሡ .1 ǴཥчѱǺำЎϯǶހࡘᆢǴΟ܄϶ᒶǵລΚՉ(2011)Ǵࠔ፦ᆅ-ӝ .2 ࢩΒ(1992)Ƕཥౢࠔ໒ว-ࠔ፦ᐒૈ໒ϐჴሞᔈҔǶύ୯ғౢΚύЈǶ׀ه .3 ДтȩǶڋഋܴٖ(1995)ǴȨࠔ፦ᆅ .4 ȩǴѠεᆅፕᘀǴVol. 9(1)Ǵpp. 153-176Ƕزશ(1988)ǴȨයఈ୍ܺᆶ୍ܺᕮਏቹៜ୍ܺࠔ፦ຑໆϐࣴ .5 ࡾᑫ(2001)Ǵ௲ػЈᏢǴѠчѱǺܿਜֽǶ .6 ǶހǴ߃ޗހᄃስԣǵ່Ўम(1990)Ǵୢᚒှ،ᒌኳԄǶѠчǺԴৣр .7 ቅᅇ (2010)Ǵୢᚒှ،ᏢፐᖱကǶ .8 9. Anderson, E. W. and M. W. Sullivan (1993), "The Antecedents and Consequences of Customer satisfaction for Firms." Marketing Science, 12, No.2, pp.125-43 10. Cuieford(1965). Fundamental statistics in psychology and education(4th ed.).New York: McGraw-Hill. 11. Dewey, J. (1910). How We Think. Boston: D. C. H. 12. Garvin, D. A. (1984). What does product quality really mean, Sloan Management Review, (1984, fall), 25-43. 13. Kano et al. (1984). Attractive quality and must-be quality. Hinshitsu, 14 (2), 39-48. 14. Kahey, H. (1993). Problem solving: Currentissues (2nd. ed.). Buckingham: Open University Press. 15. Lehtinen, U., & Lehtinen, J.R. (1991). Two approaches and service quality dimensions. The Service Industry Journal, 11, 287-303. 16. Mayer, R. E. (1992). Thinking, problem solving, cognition (2nd ed.). New York: W. H. Freeman. 17. Matzler, K. and Hinterhuber, H. H. (1998). How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment, Technovation, 18(1), 25-38. 18. Parasuraman, A., Zheitmal, VA., & Berry, LL. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, Vol 64(1), 12-40. 19. Qianli, X., J. J. Roger, X. Yang and M, Helander (2009). An analytical Kano model for customer need analysis. Design Studies, 30(1), 87-110. 20. Urban, H. B., & Ford, D. H. (1971). Some historical and perspectives on psychotherapy and behavior change. In Bergin, A. E. & Garfield, S. L.(Eds.) Handbook of Psychotherapy and Behavior Change: An Empirical Analysis. New York: John Wiley & Sons.
кол Ծϯၗ៝ୢ٬ҔՉࣁཀӛᆶᘉණϐ A Study of Usage Intention and Diffusion about Robo-Advisor ယඁ۸ 1 ୋ௲سεᏢҾᆅמ୯ҥଯࣽ [email protected] ो܃ 2 ғزᅺγࣴسεᏢҾᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ඵૈၗǴӧډՅǴவඵૈ୍ܺفޑલ܈ᄽΑόёתஙଆǴΓπඵችޑ(Financial Technology) מ߈ԃٰߎᑼࣽ ޣǴа AIᄽᆉݤଞჹၗڀཥπޑቹǶԾϯၗ៝ୢ ─ΓπඵችӧၗሦୱيޑΓπඵችـߎᑼύೀೀё ֎યቶޣᓬ༈Ǵࢂߎᑼޑ୷ᘵޕഢၗڀόሡޣբၗಔӝǴᏱԖեၗߐᘖаϷၗुيϷచҹໆሡ ѦǴќаബཥᘉණፕύǴቹៜزՉፓݤჴࣴޣෳڙኳԄჹڙௗמаӝࠠࣽزᓬ༈ϐǶҁࣴޑε࠼Њቫ ٬ҔԾϯၗ៝ୢཀӛՉࣁϐӢનǴ٠ϩঁޣрߦၗפϩǴᙖа܄ϐඔॊޣബཥᘉණϐӢηՉঁਢ ᘉණచҹǶޑഢڀ܌ϐԾϯၗ៝ୢޣਢ ǴӅӣԏ 275ܫวڔೱ่Ǵ٠а೯ૻ೬ᡏϷႝηແҹՉୢڔဂѳѠຠୢޗӧၗ࣬ᜢᆛઠϷزҁࣴ 95.3%ǶаSPSS 25ϷPROCESS 3.4ՉፓݤϐϩϷଷᇥᡍǴ่ፕϩڔǴԖਏୢڔύ262ҽࣁԖਏୢځҽǴ ٬ҔԾϯၗ៝ୢϐཀӛǹ(2)ߦԋచҹ҅ӛቹៜޣቹៜ҅ӛቹៜ ၗޗॊӵΠǺ(1)ႣයᕮਏǵܰҔႣයϷ ٬ҔԾϯၗޣቹៜၸՉࣁཀӛቹៜၗޗ٬ҔԾϯၗ៝ୢϐՉࣁǹ (3)ႣයᕮਏǵܰҔႣයϷޣၗ ࣁ 10.7%Ǵ୯ϣԾϯڙࣁ 28ΓǴኬҁϐԾϯၗ៝ୢௗޣύ٬ҔԾϯၗ៝ୢޣෳڙ(ୢϐՉࣁǹ (4៝ ၗ៝ୢᘉණۘӧ߃ය໘ࢤǶ аബཥᘉණፕϐӢηύ୯ߞૼ-ඵGOϷ႐Վວ୷ߎ-ߓวᕴᆅǶϩ่ፕزਢϩǴҁࣴঁ܄ӧඔॊ ϐӢ܄ύϐёᢀჸ܄ёҗౢࠔឦޣԖ࣬ჹᓬ༈ǴڀᑔᒧǴԾϯၗ៝ୢނޑၸ۳ၗܭӵΠǺ (1)࣬ၨ ቶ҅Ԅྎ೯ᆅ܈ନΑ٬Ҕኞ൞ᡏޣό࣬ϐೀǹ (2)ۺύᢀسᡏޗᓬ༈Ǵ٠ݤᔆ܄ౢࠔឦځηуம ᔈႴᓰࡽԖπቶԾϯޣύߚ҅Ԅϐྎ೯ᆅၰՉԾϯၗ៝ୢᘉණቶǹ (3)سᡏޗၰѦǴᔈ๓Ҕ ၗ៝ୢǶ շǴᡣၗૈ܌ԖޑӧԾϯၗ៝ୢޣߎᑼ ܭஒගр࣬ᜢࡌǴයఈჹزଞჹ่ፕǴҁࣴ Ƕරදඁߎᑼᗌε ኳԄǴബཥᘉණፕǶڙௗמǴԾϯၗ៝ୢǴӝࠠࣽמᜢᗖຒǺߎᑼࣽ Keywords: Fin TechǵRobo-AdvisorǵUTAUTǵIDT
1.ᆣፕ ङඳᆶᐒزࣴ 1.1
ᔈҔӧӚሦୱǴΨᅌᆶۈ2019ԃߐᜢᗖӷǴ๊ჹϿόΑΓπඵች (Artificial IntelligenceǴAI)Ƕ߈ԃٰAI໒ ࢂϙሶሶǻเਢޑډߎᑼᏤΕ AIǴεৎ२ӃགྷډғࢲஏόёϩǴ൩ೱߎᑼᆶ AIಥόΑυ߯Ƕऩᇥޑॺך AIǴߎᑼයఈ ډࢂᐒᏔΓǶߎᑼӧ࠼Њ୍ܺ༧ёᇥࢂஒ AIၮҔளరᄿᅰठǴவಠϺᐒᏔΓǵᔈҔ࠼ܺ ჴǴନΑᔈҔӧ࠼Њ୍ܺϷϣࢬำᔈҔѦǴځǶՠѬԄٰΑှ٠ှ،࠼Њሡځ܈ǴаᐒᏔΓೌמၮҔAI ၗಔӝǴ೭ߡࢂȨԾϯၗ៝ޑѺيໆޣঁࣁၗٮǴࣗԿගނޑၗޑ಄ӝሡפ൨ޣAIΨૈᔅၗ ୢ୍ܺȩ(Robo-Advisor )Ƕ ౢࠔϐޑᔈ࠼ЊሡڥԾϯၗ៝ୢ୍ܺ (Robo-Advisor, аΠᙁᆀԾϯၗ៝ୢ )ջࢂаAIࣁ୷ᘵǴΞૈ ՉၗǴߎᑼᐒᄬΓόځٮၗಔӝޑޣǵၗҞՕՕၗǴीᆉрനӝၗ܄॥ᓀឦޑޣǶаၗ ком ࢂց௦Ҕ၀ၗಔӝࡌǴԶۓ،ѝሡޣၗಔӝǴၗޑբुيԾϯၗ៝ୢࣁၗΓໆ׳ᡂ܈ளυੋ ܈ܭόᏰޣдΓࣁӢનቹៜǴှ،ΑၗځڙᑔᒧၸำόሡၗΓҺՖᆒΚǴҭόޑՉǶঁၗಔӝ ᜤᚒǴΨૈᗉխঁΓӢᆣԶቹៜၗ،Ƕޑނޑᑔᒧ ջߡ2018ԃ2Д߃ਔऍިޑଢǴԋΑऍ୯ᐒᏔΓᆛઠӵBettermentǵWealthFrontޑ՛ܺᏔᐒǴԋ ߎᑼѱँܭΑAIჹډόߞҺགǴΨཀޑᐒᏔΓܭᒱѨҬܰਔᐒȐύਔႝηൔǴ2018ȑǴӢԶЇଆΑεჹ ҥ៝ہȐᙁᆀߎᆅȑЬہݩёૈคݤႣෳǶՠၗΓ٠҂ӢԜჹᐒᏔΓ഼ѨߞЈǴߎᑼᅱ࿎ᆅރว ၗౢᆅೕኳஒаޑǴࡰр2018ԃԿ2022ԃӄౚԾϯၗ៝ୢѳѠزᐒᏔΓፕᏝύЇҔ୯Ѧࣴޑӧ2018ԃ ȐᙁᆀӼংࡌȑΨႣǴ2020ԃӄౚᐒΓ܌ԃ37.5%ԋߏȐCMoneyၗᆛᇞǴ2018ȑǶӼߠࡌᖄӝीৣ٣୍ ౢॶஒၲ5ίሹऍϡǴᆅၗౢೕኳஒၲ2.2ӂऍϡȐϞຼтon Yahoo, 2017ȑǶԾϯၗ៝ୢନΑࢂঁ ޣਔ໔ᆶᆒΚǴӧပჴදඁߎᑼࢂεख़ाշΚǴߎᑼޑނޑѦǴᗋё࣪ၗΓᑔᒧၗڀπޑեၗߐᘖ ծৎѸݾϐӦǶฅԶǴӵՖૈཟӃᘉεѱ՞٠ޑ࠼ቫǴӢԜ၀ѱԋࣁΑӭሌՉޑёᙖԜ֎ԏόӕၗૈΚ׳ ӕਔǴΑှ࠼Њჹౢޑཟ१Ծϯၗ៝ୢ೭༧εሪޣୢᚒǶӧߎᑼޑѸሡाࡘԵ܌ޣុ٬ҔǴࢂޣᡣၗ ٬ҔԾϯޣόΒݤߐǶӢԜεၗޑωࢂ֎Ї࠼Њǵ੮Ր࠼ЊࣗԿՉαՉᎍݩϷ҅ሡރ٬Ҕޑࠔ ठയᜢᗖǶޑޣᘉණᓬ༈ǴߡԋΑޑՉࣁཀӛаϷΑှӵՖቚуԾϯၗ៝ୢޑၗ៝ୢ ޑҞزࣴ 1.2
ЬᢀՉࣁཀӛѦǴޑ٬ҔԾϯၗ៝ୢޣኳԄፓεၗڙௗמନΑаӝࠠࣽزǴҁࣴޑᆶၸ۳όӕ ࠼ᢀచҹǴԶ಄ӝၗޑഢᡣԾϯၗ៝ୢុ௦ҔڀࢂցޣǴ၂კΑှزаബཥᘉණፕՉঁਢࣴ׳ ႣයૈவύаΠӈୢᚒǺزයఈǶࡺҁࣴޑΓ ኳԄࣁ୷ᘵǴঁΓ٬ҔȨԾϯၗ៝ୢȩϐཀӛϷՉࣁǶڙௗמǵаӝࠠࣽ ᘉණǶޑӧѠޣΒǵаബཥᘉණፕਢȨԾϯၗ៝ୢȩ
2.Ў Ծϯၗ៝ୢ 2.1
ၗچٮගڀၗ៝ୢ٣аԾϯπچȨඵૈȩǶ٩Ȩ܈ȨԾϯၗ៝ୢȩΞᆀȨᐒᏔΓȩ ကǴȨԾϯၗ៝ୢȩ߯ࡰǺȨֹӄۓୢ୍ܺȐRobo-Advisorȑբाᗺȩ(ᙁᆀၗ៝ୢ୍ܺբाᗺ)ύϐ៝ ڐܭ፦Ǵज़܄࠼Њၗಔӝࡌϐ៝ୢ୍ܺǶΓπ୍ܺ߯ឦᇶշٮϿΓπ୍ܺǴԶගཱུ܈җᆛၡϕǴӄค ှញǴόٮளϐၗಔӝࡌϣග܌ଞჹ࠼Њ٬ҔԾϯၗ៝ୢ୍ܺ܈Ȩᕕှ࠼ЊȩϐբǴسշ࠼Њֹԋ дၗಔӝࡌځԾౢғϐسߚҗٮග܈ϐၗಔӝࡌϣǴٮග܌سᘉԾϯၗ៝ୢ୍ܺ܈ளፓ Ƕȩ ϐঁΓၗࡕǴճҔᄽᆉۓޣௗԏၗسБԄǴԾϯၗ៝ୢҗޑނޑޣࡌၗܭόӕ ۓ،ЋᐒᔈҔำԄаࡪᗖБԄ܈ႝတܭѝૈޣၗಔӝǴ၀ၗಔӝόளҗΓࣁׯᡂǴၗޑޣݤளрӝၗ җ܈ǴԾޕϐ॥ᓀό಄Ǵ߾௴೯ڙ܍ᖼວ၀ၗಔӝࡕǴঃऩൔၿᆶၗΓёޣࢂाᖼວ၀ၗಔӝǶၗ ၗΓЋՉӆѳᑽǴပჴӄำคΓπϟΕǶ ୯ϣԾϯၗ៝ୢݩ 2.1.2
ࡰኧި౻ࠠ୷ߎ (Exchange Traded Fund, аΠᙁᆀETF) Ǵࢂᝣη܈ࢂኧᔞ୷ߎޑၗޑԾϯၗ៝ୢ ܌ၗǴӢԜޑނޑᓬᗺǴനեѝाཥѠჾίϡջёՉӭঁၗޑԖեၗߐᘖڀǴԜѦҭۺཷޑၗಔӝ ૈ֎યޑ࠼ЊጄൎߚதቶǶ ϩձࣁྷγྷγሌՉǵЦၰሌՉިҽԖज़ϦљǵޣᄒԿ2020ԃ4ДǴ୯ϣΕԾϯၗ៝ୢϐ ύ୯ߞૼሌՉިҽԖज़Ϧљ(ᙁᆀύ୯ߞૼ)ǵٖᆕӝ㡅ިҽԖज़Ϧљǵൺ㡅ၗߞૼިҽԖज़Ϧљǵ ើլ݅ऍ㡅ިҽԖज़ϦљǵѠཥ୯ሞሌՉިҽԖज़Ϧљǵ୯ੀШሌՉިҽԖज़Ϧљǵഁ㡅 ၗߞૼިҽԖज़Ϧљǵ႐Վ㡅ၗ៝ୢިҽԖज़ϦљȐᙁᆀ႐Վ៝ȑǵѠчٖሌՉިҽԖज़Ϧљǵဂ מ㡅ၗߞૼިҽԖज़Ϧљǵ҉ᙦሌՉިҽԖज़ϦљϷӂᙦ୯ሞሌՉިҽԖज़ϦљǹќԖΟৎߎᑼࣽ кон ঢ㡅ၗۅሦԖྣՠۘ҂໒Ǵϩձࣁᐒඵ㡅ၗ៝ୢިҽԖज़Ϧљǵඵ㡅ၗ៝ୢިҽԖज़ϦљϷε ៝ୢިҽԖज़ϦљǶ ҽԖज़ϦљިמѠೱጕߎᑼࣽޣԾϯၗ៝ୢѱࡕ༈࣮ӳǴપᆛሌܭନΑߞǵ៝ϷሌՉჹ ȐᙁᆀLine BankȑҭႣीΕԾϯၗ៝ୢѱǴයఈ҂ٰૈаၗΓૈа5ऍϡ൩ૈᖼວঁၗಔӝൂՏȐ ȑҭᕇளѠߎᑼ୍ܺᖄӝᕴȐᙁᆀߎמҽԖज़ϦљȐᙁᆀߓᅟวߎᑼࣽިמᔮВൔǴ2019ȑǹߓᅟวߎᑼࣽ ᑼᕴȑᆶՉࡹଣ୯ৎว୷ߎȐᙁᆀ୯ว୷ߎȑݙၗǴႣीܴԃуΕԾϯၗ៝ୢᏯֽȐᔮВൔǴ2019ȑǶ ൔᏤύǴߞޑႣයǴӧ2019ԃ7Д11ВޣΟԃǴԋߏ٠҂ӵޑฅԶǴӧۛᅈԾϯၗ៝ୢЇѠѱ բԾϯၗ៝ୢᕴीၗౢೕኳࣁ 6.07 ሹϡǴୖᆶΓኧࣁ 23,198ΓǶߎᆅයֽୋֽߏਁξჹԜ܍ޣ៝ Ψሡाਔ໔ዕǸȩȐᔮВൔǴ2019ȑǶޣǴسሡाਔ໔໒วޣǴೌמ߄ҢǺȨԾϯၗӧ୯ϣࢂཥ ݩΠǴӭߎᑼރޑ໔ϝߚதεǴӧࡕ༈ёයޜǴջ٬ȨԾϯၗӧѠрԿϞ٠҂ӵႣයǴՠԋߏޕҗԜё ࠼ဂǶ׀࠼ЊቫભǴᙖа֎ԏߏޑ൩Եቾૈયၨεጄൎۓѱ՞ǶӢԜǴၗߐᘖӧװነৼᔔඓྗഢཟޣ ऍϡ25ϡόǶډϷၗБԄόӕǴऊཥѠჾίϡޣҞ୯ϣԾϯၗ៝ୢϐၗߐᘖ٩Ӛ ӆѳᑽǶΨ൩ࢂၗಔӝሡाӆޑЋܭࣣឦޣݤೕୢᚒǴεӭܭύǴᛖڋനࡕǴӧȨӆѳᑽȩᐒ ࣬ᜢࡪᗖਔǴӆޑ׳ǴऩၗΓ҂ࡪΠӕཀᡂ׳ࢂցᡂۓ،ځٮၗಔӝаޑཥٮ٠ගޣၗޕ೯ޣѳᑽਔǴ ૼਜϐБԄՉԾہԯȩаᛝڼѝԖύ୯ߞૼȨඵGOȩᆶѠчٖȨޣѳᑽߡό௴ǴҞѱय़ ӆѳᑽǶ
(ኳԄ (Unified Theory of Acceptance and Use of Technology, UTAUTڙௗמӝࠠࣽ 2.2
מǴ٠ӧঅ҅ࡕගрΑӝࠠࣽز٬ҔፕኳࠠՉᕵӛჴࣴמၗૻࣽޑVenkatesh et al. (2003)аΖঁӜ ࣽޑϐፕ୷ᘵǴόՠёаՉόӕᕉნङඳΠز࣬ᜢࣴسኳԄࣁၗૻڙௗמኳԄǶӭԃٰǴӝࠠࣽڙௗ Ζঁፕ (Alawadhi & Morris , 2008ǵAl- ShafiᆶWeerakkody , 2010)ǶޑۈচܭǴࣗԿਏ݀ᓬزࣴޑ٬Ҕسၗૻמ Ծϯၗ៝ܭኳԄႣෳၗε٬ҔԾϯၗ៝ୢϐՉࣁࢂցҗၗεჹڙௗמаӝࠠࣽزҁࣴ ٬ҔԾϯၗ៝ୢϐՉځௗቹៜޔѰѓǹќߦԋచҹࢂց܌ቹៜၸՉࣁཀӛޗୢϐႣයᕮਏǵܰҔႣයϷ ࣁǶ 2.2.1 Ⴃයᕮਏ (Performance Expectancy)
ኳԄύڙௗמਏᕇளǴԶӝࠠࣽޑيҁךԾܭගѸሡࢂԖշޑسמಔᙃǴ٬Ҕၗૻࣽ܈คፕࢂঁΓ ڙ௦ҔՉЋᐒሌՉਔǴวႣයᕮਏё҅य़ቹៜεௗޣǴၸ۳Ўӧ٬ҔۺཷޑႣයᕮਏߡࢂ೭ኬޑ ȨᇡޑኳԄύڙௗמZhou, Lu, & Wang, 2010) ǶViswanath Venkatesh ᆶ Fred D. Davisҭӧ2000ԃаᕵӛϩჴࣽ) ௗמǶӧӝࠠࣽۺཷޑႣයᕮਏቹៜΑ٬ҔཀӛϷՉࣁܭӕܭȩၸ٬Ҕཀӛѐቹៜ٬ҔՉࣁǴӕ܄ԖҔޕ ගϲπբᕮਏճډஒᔅշд/ӴၲسကࣁǺȨঁΓ࣬ߞ٬ҔۓኳԄύǴVenkatesh et al. (2003) ஒȨႣයᕮਏȩڙ ၗᕮճډကࣁঁΓ࣬ߞ٬ҔȨԾϯၗ៝ୢ୍ܺȩஒᔅշд/ӴၲۓஒȨႣයᕮਏȩزำࡋǶȩǴࡺҁࣴޑ วғޑ٬ҔՉࣁޑՉࣁཀӛຫଯǴ࣬ჹޑႣයᕮਏຫଯǴ௦ҔȨԾϯ៝ୢ୍ܺȩޑǴঁΓقගϲǶԶޑ ගрଷǺزᐒΨຫଯǶӢԜҁࣴ ȨՉࣁཀӛȩޑ٬ҔԾϯၗ៝ୢޣH1:ȨႣයᕮਏȩᡉቹៜ٬Ҕ 2.2.2 ܰҔႣය (Effort Expectancy) ,ख़ाӢનޑس٬Ҕঁ،ց܈ڙԵቾࢂցௗޣ٬Ҕࣚय़ǵፄᚇำࡋՕՕǴࢂ٬Ҕޑسၗૻמঁࣽ ᆒઓѐᏢಞ܈གሡाਔ໔ޣᡣ٬Ҕسख़ाᜢᗖ(Venkatesh, 2000)Ƕၗૻޑࢂց௦ҔೌמࣗԿёૈࢂཥ ޣௗቹៜ٬ҔޔҔႣයନΑܰޑسཀᜫǴӢԜǴၗૻޑسၗૻמ٬ҔࣽޣΑှӵՖ٬ҔਔǴ൩ёૈቹៜ٬Ҕ ᆛઠܭჹޣਔǴܰҔำࡋ҅ӛቹៜΑ٬ҔނӢન໔ௗቹៜ٬ҔཀӛǴӵӧ٬Ҕጕᖼޑ٬ҔཀӛѦǴΨၸձޑ ကۓߞҺǴӢԶ҅ӛቹៜΑ٬Ҕཀӛ (Gefen, Karahanna, & Straub, 2011)ǶVenkatesh et al. (2003)ஒȨܰҔႣයȩޑ ܰำࡋǶջ٬ҔȨԾޑကࣁǺ٬ҔȨԾϯၗ៝ୢ୍ܺȩۓஒܰҔႣයزܰำࡋǶࡺҁࣴޑسࣁǺ٬Ҕ ز࣬ჹၨᜫཀ٬ҔǴࡺҁࣴޣǴ೯தܰҔႣයຫଯǴεၗزϯၗ៝ୢ୍ܺȩࢂցሡाᚐѦᆒΚᏢಞࣴ коо ගрଷǺ ȨՉࣁཀӛȩޑ٬ҔԾϯၗ៝ୢޣH2 :ȨܰҔႣයȩᡉቹៜ٬Ҕ 2.2.3 ޗቹៜ (Social Influence)
ஒزǶࡺҁࣴسΓӵՖ࣮ࡑд٬Ҕཥޑख़ाځကࣁǺঁΓᇡࣁჹۓቹៜȩޗVenkatesh et al. (2003) ஒȨ Ǵຼᎁᒃ϶ЍำࡋຫଯǴঁقЍำࡋǶԶޑ϶ကࣁǺঁΓ٬ҔȨԾϯၗ៝ୢȩਔǴຼᎁᒃۓቹៜޗ ଷǺزཀӛ൩ຫଯǴ٬ҔᐒΨ࣬ჹᡂଯǴӢԜҁࣴޑسΓ٬Ҕ၀ ȨՉࣁཀӛȩޑ٬ҔԾϯၗ៝ୢޣቹៜȩᡉቹៜ٬ҔޗH3 :Ȩ 2.2.4 ߦԋచҹ(Facilitating Conditions)
ཀӛϷՉࣁǶҭԖࣴޑسЍԶߦԋঁΓ٬Ҕ၀ޑрਔǴεӢࣁฯᡏഢسמၗૻࣽޑঁཥ ǴԶቹៜ௦ҔՉࣁ (Venkatesh, Brown, Maruping, & Bala, 2008)ǶঁΓ܄ёૈޑࡰрǴߦԋచҹቹៜՉ௦Ҕز Π܌ȨߦԋచҹȩܭำࡋǶȩࢂVenkatesh et al.ჹޑسаЍঁΓ٬Ҕ၀ى୷ᘵ೬ǵฯᡏೌמ܈ಔᙃޑᇡࣁӸ ကࣁ೬ǵᡏഢЍජԶߦԋ٬ҔԾۓஒȨߦԋచҹȩزှញǴҁࣴޑ (ကǶӢԜǴ٩ྣVenkatesh et al. (2003ۓޑ дԾᡂኧၸȨՉࣁཀӛȩٰቹៜȨ٬ҔՉࣁȩǴȨߦԋځܭำࡋǶVenkatesh et al.Ȑ2003ȑόӕޑϯၗ៝ୢ ǴӢس൩ຫԖёૈ٬Ҕ၀ޣЍජำࡋຫଯǴεၗޑௗቹៜǶࡺፕߦԋచҹޔచҹȩࢂჹȨ٬ҔՉࣁȩԖ ԜගрଷǺ Ȩ٬ҔՉࣁȩޑ٬ҔԾϯၗ៝ୢޣH4 :Ȩߦԋచҹȩᡉቹៜ٬Ҕ 2.3 ബཥᘉණፕ (Innovations Diffusion Theory)
ጄᛑǴزࣴޑബཥᘉණӧӚሦୱܗӧԜ୷ᘵΠޣԖᏢۈǴᅟࡕ໒ޣᏢޑബཥᘉණډGabriel TardeࢂനԐᢀჸ ှǴـޑǴуаᢕࣴ٠ගрԾρزख़ाࣴޑ่ΑബཥᘉණӧӚሦୱޑύϐǶRogersֹځEverett M. Rogersߡࢂ όёޣബཥᘉණزࣽᏢሦୱύࣴޗȨബཥᘉණፕȩԋࣁΑޑගϷ܌ȨDiffusion of Innovationsȩਜύޑހрځ ,ࢎᄬ (Ma, Sian Lee, & Hoe-Lian Goh, 2014; McMullenزΨаബཥᘉණፕࣁࣴزख़ा୷ᘵፕǴӭࣴޑޕό Griffiths, Leber, & Greenhalgh, 2015)Ƕ ǵݤۺȩਔǴ೭ᢀޑࢌঁიᡏᇡёࣁȨཥ܈ࢌঁΓޑௗԏᆄނ٣܈ǵݤۺRogers(1983)ᇡࣁঁᢀ ǻബཥ௦ګำࡋӵՖᑽໆޑၸำǹԶᘉණޑਔǴջࣁᘉණڙሀЪௗ܌൩ࢂᅿബཥǶബཥҔҺՖԄނ٣܈ ࣬ჹޑബཥڙᡏԋௗޗࡰǶEverett M Rogers(1983)ගрȨޑำࡋڙௗޣҔջёࣁᔠຎബཥεၗ ԭϩКǶȩǴӵޑಕᑈΓኧ՞ᕴΓኧڙബཥௗޑسᡏޗᕴΓኧٰᑽໆǴࣁঁޑڙೲࡋǴ೯தࢂаࢌࢤਔ໔Ǵௗ :ӢηԖϖঁǴϩձᇥܴӵΠޑڙკ2-1Ǵቹៜബཥௗ
კ 2-1 ቹៜബཥ௦ҔϐӢη 2.3.1 ബཥឦ܄(Perceived Attributes of Innovations)
Compatibility)ǵፄ)܄Ǵх֖࣬ჹᓬ༈(Relative advantage)ǵ࣬ޕЬᢀགޑബཥౢࠔܭჹޣࢂࡰ٬Ҕ܄ബཥឦ коп ۓကǴബཥឦཥۓ(Observability)Ƕ٩Everett M Rogers (1983 )܄Trialability)аϷёᢀჸ)܄Complexity)ǵё၂ᡍ)܄ᚇ ကϩձӵ߄2-1: ߄ 2-1 Ȩബཥȩޑϖεឦ܄ ကۓ ܄ឦ ᓬ༈ำࡋǶޑԖڀ܌Ǵബཥނᙑ٣ޑжڗܭ࣬ჹᓬ༈ ࣬ჹ ֍ӝำࡋǶሡޑޣڙǵၸ۳ᡍǴаϷወӧௗسሽॶᡏޑҞکނബཥ٣ ܄࣬ ᜤܰำࡋǶޑ٬ҔࢌബཥکΑှܭᜢ ܄ፄᚇ ё၂ᡍ܄ ബཥࢂցёаӧԖज़ޑၗྍᡍޑำࡋǶ ёᢀჸ܄ ബཥޑࡕ݀ёаᡣΓᢀჸޑำࡋǶ
(ၗٰྍǺEverett M Rogers (1983 ;ԭϩϐϖΜቹៜΚ(M.Rogers, 2003ޑቹៜӢηύڙനख़ाӢηǴ՞Αബཥௗޑڙࢂቹៜௗ܄ബཥឦ ӧӕਔ໔܄ঁബཥឦ௦ҔཀӛǴ٠Ъ٠ߚޑޣቹៜ٬Ҕ܄ࡰр࣬زEverett M. Rogers, 2002)ǴҭԖࣴ Ԗख़ाቹៜΚ(VÖLlink, Meertens, and Midden , 2002)ǹSanniǵNgahǵ KarimǵAbdullah ᆶ Waheed (2013)ӧႝηය ᜢᗖӢનǶޑڙࢂቹៜௗ܄ҭࡰрǴ࣬ჹᓬ༈Ϸ࣬زࣴޑт٬Ҕ (ബཥ،ᜪࠠ(Type of Innovation-Decision 2.3.2
εزௗቹៜǶҁࣴޔၸำǴҭჹុ௦ҔՉࣁԖ،ޑബཥڙௗޣ٬Ҕډബཥ،ᜪࠠόՠቹៜ ύǶزჹຝߚಔᙃΓǴࡺόஒബཥ،ᜪࠠӈΕࣴز٬ҔԾϯၗ៝ୢϐՉࣁཀӛǴЬाࣴޣၗ 2.3.3 ྎ೯ᆅၰ(Communication Channels) ǴӵႝຎǵቶኞǵൔરՕՕǴεڀȨബཥȩǴၸኞၗૻπޕᡣεளޑεኞ൞ᡏёِೲЪԖਏ ၸ،ޑՅǴӧࡕයفᑫ፪ǴฅԶε൞ᡏ٠ߚѝӧය՞ख़ाޑޣᇡࣗԿЇวወӧ٬ҔளаჹȨബཥȩԖ߃ ܈࠼ᢀᓬ༈ޑȨബཥȩܭΓ٠ό୷ޑࡰрǴεҽز࣬ᜢࣴޑቹៜΚϝԿᜢख़ाǶԶᘉණޑำύǴεኞ൞ᡏ ύځޑȨബཥȩࢂց௦Ҕۓ،ຑሽΨࢂ܈ѦǴдΓᡍޕЬᢀᇡيǶନΑԾޕᇡޑѬǴϸԶӛЬᢀڙຑሽԶௗ ՅǴBrancheau ᆶفޑᄽԿᜢख़ाתӧബཥᘉණၸำ܄ӕ፦Ϸ౦፦ޑύගϷǴΓሞᜢ߯ύزᕉǶRogers(2003)ӧࣴ Ԗख़ाቹៜǶڀύࣗԿࡰрǴΓሞྎ೯ᆅၰӧӚᘉණ໘ࢤࣣزWetherbe (1990)ࣴ ၸำύǴঃޑǶӧബཥᘉණۺཷޑ܄ဂᡏϕǴ೭ࢂӕ፦܈ΓঁޑᔮӦՏޗ܈ΓॺࡐதᆶԾρङඳႽ՟ ᘉණ٠ؒԖޑബཥܭჹ܄ӕ፦ޑǴ೭ኬ܄ȨബཥȩԖӕ፦ܭ࣮ݤϷຑሽǴٗሶߡࢂჹޑȨബཥȩԖ࣬ӕܭऩჹ ݩǶރޑङඳǴٗሶߡࢂၨགྷޑ܄ǴՠዴԖӕ፦܄Ȩബཥȩ࣮ݤԖ౦፦ܭဂᡏჹঁٿޑǴϕޑᔅշǹ࣬ϸ ኞᆅၰЋݤǴ٠ගрࡌǶޑճҔ܌ӧኞȨԾϯၗ៝ୢȩਔޣஒঁਢزҁࣴ (Nature of the Social System)سᡏޗ 2.3.4
ೕጄǵཀس่ᄬǵᡏޗ─ϐӢનΞϩࣁϖঁسᡏޗӢηϐǴԶቹៜޑڙࣁቹៜᘉණௗسᡏޗ ࡕ݀Ƕޑሦǵബཥ،ᅿᜪϷബཥـ ҭёޣᘉණౢғቹៜǹԶεၗޑബཥܭ่ᄬǴჹޗޑ(იᡏسߚ҅Ԅ(ࢴ܈(سႻᡏ۔คፕࢂ҅Ԅ(ӵ תബཥǴߡૈڙሦௗـཀޑύسᡏޗቹៜǶԜѦǴӵऩޑೕጄԶ௨ѾബཥǴԋബཥᘉණޑύسᡏܭᛖૈ ǵᡏ߄،Ԅ(ۓᅿᜪϩࣁ࠶Ԅ،(ӵݤೕೕޑǶബཥ،ڙௗޣՅǴԶуೲബཥεၗفޑᄽݢշ ،ബཥޑࢂచҹԄബཥ،(ջӧЬाޣ܈(ۓ،٬ҔᆶցԾՉ)௲Ꮲݤ)ǵঁΓ،Ԅޑࢂց٬Ҕཥۓ،ӵભ౻) ،ബཥޑа܈ঁٿǴाၸڙቻ൩ࢂঁബཥࢂցௗޑǶచҹԄബཥ(ۓ،ޑ๊ܔ܈ڙԋࡕǴωрௗ ࠶Ԅ،ȑǶ܈Ԅǵᡏ߄،ԄנၸำȐёૈࢂঁΓ ޗ೯தԖΟᅿǺᅈཀᆶόᅈཀȐബཥ่݀ࢂցᡣ่݀ޑǶԶബཥޗ٠ߚѝࢂঁΓቫय़ǴᗋԖޑബཥቹៜ ᆶคݤႣޑௗౢғᗋࢂ໔ௗౢғȑǵёႣޔਏ݀ࢂޑȐջബཥޑᆶ໔ௗޑௗޔфૈȑǵځӄᗋࢂ෧১଼׳фૈسᡏ ׯᡂૈցႣȑǶޑٰ܌ബཥܭԋჹޑύسᡏޗȐջޑ 2.3.5 ቶΓ(Extent of Change Agents‘ Promotion Efforts)
ᡏǴԶቹៜঁޑϣسж߄ǴдॺॄೢௗᡏޑѦسΓǴԶബཥቶΓߡࢂᡏޑϣسᡏޗܭሦឦـཀ
кор ӦՏΨᆶޗޑΓγǴ࣬ჹޑৎ೯தࢂၨޑቶܭቶၸำύǴҗޑǶӧബཥ،ڙബཥௗޑϣঁᡏسᡏ ޣᔮӦՏϷᕉ䄔ङඳᆶወӧ٬ҔޗǴӢԜബཥቶၸำ೯தሡा٤ӧ܄౦፦ޑԖၨεޣወӧޑڙബཥௗ ӕ፦ϯǶ܄౦፦ޑ܄ჹബޣٿྎ೯൞ϟǴஒޑޣΓࣁৎᆶወӧ٬Ҕޑ܄ӕ፦ڀ ոΚԋਏ٠ߚӧঁᘉණၸำޑᡂϯǴቶΓޑёႣ܈ёᢀჸډӧЇബཥਔǴቶΓၨܰԵቾ ޑӢનǴӢࣁᘉණჹຝޑ܄ۓѦǴೕጄΨࢂঁԋόዴ܄ۓԖଯࡋόዴڀيǶฅԶନΑബཥҁޑࢂ࣬ӕ চӢǴKim and Park (2011)ҭᇡࣁǴཀޑ௳ǴԶ೭ᅿคݤႣෳ೯தࢂԋᘉණԋ่݀ޑೕጄԋคݤႣෳബཥ ֎ЇΚϷቹៜΚǶޑۓԋԖޑύسᡏޗܭሦჹـ
Бݤزࣴ.3 ٬ҔϐཀӛޣኳԄϩڙௗמЬᚒǴ२Ӄаፓݤ٠ճҔӝࠠࣽزаȨԾϯၗ៝ୢȩࣁࣴزҁࣴ ݩϩ٠ගрࡌǴޣݤȐCase Study MethodȑǴճҔԛၗՉঁਢزϷՉࣁǴ٠٬ബཥᘉණፕՉঁਢࣴ ीǶزࣴޑزаΠஒϩձᇥܴፓݤϷঁਢࣴ ीزፓݤࣴ 3.1 ࢎᄬزࣴ 3.1.1
:ኳࠠӵკ3-1زࢎᄬǴࣴزኳԄࣁࣴڙௗמаӝࠠࣽزҁࣴ
ࢎᄬزკ 3-1 ࣴ ཀӛౢғޑ௦ҔԾϯၗ៝ୢޣቹៜϷߦԋచҹࢂցჹεၗޗటႣයᕮਏǵܰҔႣයǵزҁࣴ ϐଷᇥӵΠǺزቹៜǴԶѰѓ٬ҔՉࣁǶҁࣴ ȨՉࣁཀӛȩޑ٬ҔԾϯၗ៝ୢޣH1 :ȨႣයᕮਏȩᡉቹៜ٬Ҕ ȨՉࣁཀӛȩޑ٬ҔԾϯၗ៝ୢޣH2 :ȨܰҔႣයȩᡉቹៜ٬Ҕ ȨՉࣁཀӛȩޑ٬ҔԾϯၗ៝ୢޣቹៜȩᡉቹៜ٬ҔޗH3 :Ȩ Ȩ٬ҔՉࣁȩޑ٬ҔԾϯၗ៝ୢޣH4 :Ȩߦԋచҹȩᡉቹៜ٬Ҕ ύϟਏ݀ڀH5 :ȨՉࣁཀӛȩჹԾᡂኧᆶȨ٬ҔՉࣁȩϐᜢ߯ ύϟਏ݀ڀȨႣයᕮਏȩᆶȨ٬ҔՉࣁȩϐᜢ߯ܭH5-1 ǺȨՉࣁཀӛȩჹ ύϟਏ݀ڀȨܰҔႣයȩᆶȨ٬ҔՉࣁȩϐᜢ߯ܭH5-2 ǺȨՉࣁཀӛȩჹ ύϟਏ݀ڀቹៜȩᆶȨ٬ҔՉࣁȩϐᜢ߯ޗȨܭH5-3 ǺȨՉࣁཀӛȩჹ ကᆶ߃ભၗԏۓᏹբࠠ 3.1.2
ႣයᕮਏǵܰޑϩǴаኳࠠύزኳࠠՉჴࣴڙௗמӝࠠࣽޑаVenkatesh et al. ӧ2003ԃගрزҁࣴ ϐӚز٬ҔԾϯၗ៝ୢϐՉࣁཀӛϷ٬ҔՉࣁǴҁࣴޣቹៜϷߦԋచҹࣁᡂኧаႣෳεၗޗҔႣයǵ ကӵ߄3-1Ƕۓᡂኧᏹբࠠ
кос ကۓᡂኧϐᏹբࠠز߄ 3-1 ҁࣴ ကۓᡂኧ ᏹբࠠ
ගϲޑၗᕮճډႣයᕮਏ ঁΓ࣬ߞ٬ҔȨԾϯၗ៝ୢȩஒᔅշд/Ӵၲ ܰำࡋޑ٬ҔȨԾϯၗ៝ୢȩ ҔႣයܰ Ѝำࡋޑ϶ቹៜ ঁΓ٬ҔȨԾϯၗ៝ୢȩਔǴຼᎁᒃޗ ำࡋޑߦԋచҹ ೬ǵᡏഢЍජԶߦԋঁΓ٬ҔȨԾϯၗ៝ୢȩ ཀӛޑՉࣁཀӛ ঁΓ٬ҔԾϯၗ៝ୢ Չࣁޑ٬ҔՉࣁ ঁΓ٬ҔԾϯၗ៝ୢ ኬीܜჹຝᆶزࣴ 3.1.3
ೱ่Ǵ٠а೯ૻ೬ᡏϷႝڔဂѳѠຠୢޗၗ࣬ᜢᆛઠϷܭБԄܫǴวڔୢܫኬݤวܜ௦ҥཀزҁࣴ ԏය໔ࣁ2019ԃ1Д9ڔǹୢ௦Ҕլϖᗺໆ߄Ǵ1߄ߚதόӕཀǴ5߄ߚதӕཀǹୢܫวڔηແҹՉႝηୢ ࣁ95.27%ǶڔǴԖਏୢڔύ262ҽࣁԖਏୢځ275ҽǴڔВԿ2019ԃ3Д15ВǴӝीӣԏୢ ၗϩБݤ 3.1.4
БݤޑၗϩزኧᏵཀ఼ǶΠӈࣁҁࣴޑӧԏ߃ભၗࡕஒኧᏵԖਏᙯϯԋၗૻǴှ᠐ϩ่݀زҁࣴ ཷॊǺ ǵ௶ॊ܄ी ङඳᜪձՕՕߚೱុޑޣෳڙ୷ҁၗϷङඳՉϩᜪǴΑှኬҁቻϩթǴӆଞჹޑޣෳڙஒزҁࣴ ᡂኧՉ௶ॊ܄ीϩǶ Βǵᘜϩ ǴճҔᘜϩ٬ҔȨԾϯၗ៝ୢȩՉࣁཀӛǵȨԾϯڀаSPSS 25ࣁኧᏵၗϩπزҁࣴ ᡍύϟਏ݀ǴаΑှԾᡂኧࢂցހᜢ߯Ƕ٠٬ҔPROCESS macro 3.4ޑ٬ҔՉࣁаϷԾᡂኧ໔ޑၗ៝ୢȩ ٬ҔȨԾϯၗ៝ୢȩϐՉࣁǶޣၸՉࣁཀӛԶቹៜεၗ ϩزਢࣴঁ 3-2
ᆶ௦ځ፦Ъ٬ޑ௦ҔޣӵՖᆅԾϯၗ៝ୢᡣεၗޣϐሡᐕ௦Ҕ໘ࢤਔǴڙӵॊǴௗ చҹࠨӝǻޑԾϯၗ៝ୢڙௗޣҔ ǴޣѱঁਢঁٿۓݩፓѦǴќᒧރՉԾϯၗ៝ୢ٬ҔཀӛϷᘉණޣନΑଞჹεၗزҁࣴ ीᇥܴǶزౢࠔǴаΠஒଞჹঁਢࣴځفຎޑаബཥᘉණፕ ࢬำزਢࣴঁ 3.2.1
೯ၸၗཛྷǵওǴගрୢޣزǴࣴۈݤȐCase Study Methodȑ1870ԃҗऍ୯ࠖՕεᏢݤᏢଣബزਢࣴঁ ݩࡕǴ٠аബཥᘉණፕϐޑޣࡕՉၗԏǹඔॊঁਢޣਢঁۓਢϩஒӧᒧঁزှ،Ƕҁࣴᚒࡕ൨ Ǵ٠ගр่ፕᆶࡌǶޣᢀᗺϩ ჹຝᑔᒧచҹزਢࣴঁ 3.2.2
ჹ٬ҔȨԾϯၗޣЬाࣁεၗزୢᚒԖஏϪᜢ߯ǴҁࣴޑϷޑҞزᒧᆶҁࣴޑޣٯਢ ៝ୢȩϐཀӛՉࣁǴࡺԵໆᗺӵΠǺ ǵၗߐᘖ ཀӛՉࣁǶၗߐᘖຫଯਔǴ൩ज़ᕭΑёޑ٬ҔȨԾϯၗ៝ୢȩޣεၗزॊගϷǴҁࣴ ٿࣁЦၰሌՉϷύ୯ߞૼሌՉǴЪޑǶҞѱၗߐᘖനեޣǵคᔮ୷ᘵޗǴӵ߃рޣၗޑа٬Ҕ ᒧύ୯ߞૼϐԾϯၗزയᝢǴࡺҁࣴ׳рᐒᏔΓϐਔ໔࣬ѐόᇻǴՠ൩ೕኳԶ೭Ǵύ୯ߞૼޣৎ ਢϐǶঁزୢ-ȨඵGOȩࣁࣴ៝ Βǵ࣬ᜢङඳ ϦљǶמϐङඳϩࣁΟεᜪǺሌՉǵߞ៝аϷߎᑼࣽޣբȨԾϯၗ៝ୢȩߎᑼ܍य़ගϷǴҞ
кот Ԗ៝ྣǴՠۘ҂рȨԾϯၗ៝ୢȩѳѠǴࡺคݤયΕᒧύǶԶڀᗨฅςޣϦљङඳϐמҞߎᑼࣽ ኳࠠՉᄽᆉݤǶȨߓวᕴᆅȩࢂπࣴଣޑύǴନΑ႐ՎȨߓวᕴᆅȩѦǴࢂа୯ѦޣሌՉϷߞ៝ङඳϐ ஒ႐ՎزӕਔǴஒଛ৲યΕచҹǴࡺҁࣴޑҁβȨԾϯၗ៝ୢȩǴ٠ЬѺӧՉᄽᆉݤޑᆶ႐Վᆛӝբр ϐჹຝǶزϐԾϯၗ៝ୢȨߓวᕴᆅȩࣁঁਢࣴ៝ 3.2.3 ԛભၗԏ
ϐᆛઠǵޣറᅺγፕЎᆛǵ୯ѦӚεයтǵൔകǵ൞ᡏǵᆛၡ࣬ᜢၗૻϷঁਢޑϐԛၗஒԾ୯ϣزҁࣴ ࡋඔॊǵϩفՕՕԏ࣬ᜢၗ٠уаϩᜪǵᘜયǴՉঁਢङඳǵౢࠔϟಏǴ٠аബཥᘉණፕނวՉϐт ݩǴගр่ፕᆶࡌǶ 3.2.4 ԛၗϩ
ำࡋǶޑǴΨ൩ࢂബཥᘉණڙബཥௗޑޗၸำᒿਔ໔౽ՉǴԶևӧঁޑΓബཥ،ঁ ޗǵബཥ،ᜪࠠǵྎ೯ᆅၰǵ܄ϖঁӢηቹៜǴջബཥឦڙڙRogers(1983)ӧബཥᘉණፕύගϷǴബཥௗ ݩǴࡺӧԜόፕ،ᜪࠠϐቹރᘉණޑ໔ޣࣁԾϯၗ៝ୢӧεၗޑҞزаϷቶΓǶӢҁࣴسᡏ ౢࠔϷѱౣϩǶΠӈஒᇥܴҁঁਢޣаϷቶΓѤঁӢηՉسᡏޗǵྎ೯ᆅၰǵ܄ៜǴஒаബཥឦ ϩཷॊǺزࣴ ݩඔॊޣǵঁਢ ӧԏԛભၗࡕǴஒՉঁਢޣ࣬ᜢ㯎ॊϟಏǴϣࣁ: ݩ……Ƕރᡏ୷ҁၗӵᔼޣ(1) ǵ٬Ҕϟय़……ǶނޑԾϯၗ៝ୢϟಏǴӵᏹբБݤǵၗޣ(2) ΒǵၠঁਢޣౢࠔКၨᆶϩ :ѤঁӢηࣁЬືՉϩǴϣӵΠޑύڙԜҽஒаቹៜബཥᘉණௗ Ƕ٠܄ǵё၂ҔϷёᢀჸ܄ǵፄᚇ܄࣬ჹᓬ༈ǵ࣬ޑǴջౢࠔ܄ബཥឦޑԾϯၗ៝ୢޣϩঁਢ(1) ᓬ༈ՉКၨǶޑഢڀ܌ޣᆶќঁਢ Ԗਏྎ೯ᆅၰǶޑдёૈځԾϯၗ៝ୢϐྎ೯ᆅၰǴ٠ϩځᘉණޣঁਢ(2) շΚᆶߔΚǴගрࡌǶޑՅϷёૈय़ᖏفޑᄽת܌ύسᡏޗԾϯၗ៝ୢӧޣϩҞ(3) ቹៜࣁՖǶޑёૈԋڙϩ٠ΑှҞቶΓӧԾϯၗ៝ୢௗ(4)
4.ϩ่݀ ளϐኬҁǹঁ܌ኬܜҽǶჴϩϐၗٰྍࣁҥཀٿϩஒϩࣁፓݤჴϩϷঁਢඔॊ่݀زҁࣴ ਢඔॊࣁȨߓวᕴᆅȩϷȨඵGOȩǶ ፓݤჴϩ 4.1
ᑜѱୱڙᇆǴࡺኬҁόڔϐ҅ԄୢޣဂѳѠϷLineဂಔՉ୯ϣၗޗኬݤӧFacebookܜаҥཀزҁࣴ 271ҽǴӣᙟࣁ40.33%ǹԖਏڔ672ҽǴӣԏୢڔୢܫԏය໔ࣁ2019ԃ1Д9ВԿ2019ԃ3Д15ВǴวڔǶୢڋज़ ࣁ262ҽǶڔୢ 4.1.1 ኬҁ௶ॊी
146ΓȐ55.7%ȑǹԃសϩթ40ɴ49ྃၨӭǴ՞܄116ΓȐ44.3%ȑǵζ܄تύǴڔ262ҽԖਏୢزӵ߄4-1Ǵҁࣴ ݩ҂ஆࣁ94ΓȐ 38.2%ȑǵςஆ160ΓȐ 61.6%ȑǹރനϿࣁ1.1%ǹஆ࠷ޣК34.4%ǹᙍаπ/ᇙനଯ25.6%ǵค Ꮲᐕ՞КനଯࣁεᏢ104ΓȐ39.7%ȑǹДԏΕа30,001~40,000ϡޣനӭǴࣁ58ΓȐ22.1%)Ƕ Ӆ28Γ(10.7%)ǴҗԜҞԾϯၗ៝ୢӧѠϐᘉණۘӧ߃ޣύԖ٬ҔԾϯၗ៝ୢޣෳڙԜѦǴ යǶ
кпй ߄ 4-1 ኬҁ่ᄬ௶ॊ
Ҟ ᜪձ Γኧ ԭϩКȐ%ȑ
44.3 116 ت ܄ձ ζ 146 55.7 20 ྃаΠ 4 1.5 20ɴ29 ྃ 62 23.7 30ɴ39 ྃ 53 20.2 ԃស 40ɴ49 ྃ 90 34.4 50ɴ59 ྃ 40 15.3 60 ྃа 13 5.0 ߎᑼ/ߥᓀ 21 8.0 /୍ܺ 46 17.6 ၗૻ 24 9.2 ᙴᕍΓγ 7 2.7 ै/Ϧ௲ 17 6.5 ᙍ π/ᇙ 67 25.6 Ꮲғ 24 9.2 Ծҗ 17 6.5 ৎᆅ 15 5.7 д 21 8.0ځ ค 3 1.1 ҂ஆ 102 38.9 ݩރஆ࠷ ςஆ 160 61.1 റγ 7 2.7 ᅺγ 77 29.4 εᏢ 104 39.7 Ꮲᐕ ࣽ 34 13.0 ଯύ(ᙍ) 39 14.9 ୯ύ(֖ȑаΠ 1 .4 10,000 ϡаΠ 27 10.3 10,001ɴ20,000 ϡ 9 3.4 20,001ɴ30,000 ϡ 43 16.4 Д܌ள (ཥѠჾ) 30,001ɴ40,000 ϡ 58 22.1 40,001ɴ50,000 ϡ 48 18.3 50,001ɴ60,000 ϡ 27 10.3 60,000 ϡа 50 19.1 ࢂց٬Ҕ ࢂ 28 10.7 Ծϯၗ៝ୢ ց 234 89.3 ຏǺn = 262 4.1.2 ߞࡋ
ᡂኧୢϐزଯߞࡋॶ (Nunnally & Bernstein, 1994)Ƕӵ߄4-2Ǵ ҁࣴܭϐ໔ឦ 98. ~7.ܭCronbach’s alphaϟ ؼӳߞࡋǶڀ725ɴ .944ǴᡉҢୢ. ܭCronbach’s alphaϟ
кпк ߄ 4-2 ߞࡋϩ ᡂ Cronbach's α ୢ Cronbach's α ኧ (ӵ݀Ҟςմନ) Ƕ .784ޑ٬ҔȨԾϯၗ៝ୢȩჹၗࢂԖ.1 Ⴃ ᒧǶ .794ނޑԋၗֹז׳ך٬ҔȨԾϯၗ៝ୢȩёаᡣ.ය 2 .826 ٬ҔȨԾϯၗ៝ୢȩёගଯၗਏǶ .745.ᕮ 3 ਏ ࣬ߞ٬ҔȨԾϯၗ៝ୢȩਔǴᕇճஒගϲǶ .796ך.4 Ƕ .915ޑᇡࣁ٬ҔȨԾϯၗ៝ୢȩࢂమཱЪܰᔉך.1 ܰ Ƕ .880ޑᇥǴ٬ҔȨԾϯၗ៝ୢȩࢂᙁൂЪܰЋٰךҔ 2.ჹ .919 Ƕ .880ޑᇡࣁ٬ҔȨԾϯၗ៝ୢȩࢂܰך.Ⴃ 3 ය Ƕ .905ޑࢂᙁൂقԶךᏢಞᏹբȨԾϯၗ៝ୢȩჹ.4 ᒃܻӳ϶٬ҔȨԾϯၗ៝ୢȩՉၗǶ .834ޑך.1 ޗ ٬ҔȨԾϯၗ៝ୢȩǶ .879ךᒃܻ϶ӳ϶ቹៜޑך. 2 .864 ၀٬ҔȨԾϯၗ៝ୢȩǶ .782ךΓᇡࣁޑख़ाךቹ 3.ჹ ៜ ٬ҔȨԾϯၗ៝ୢȩǶ .807ךΓЍޑख़ाךǴჹقԶ.4 ѸाၗྍǴӵႝတǵޑሡ܌Ԗ٬ҔȨԾϯၗ៝ୢȩڀך.1 ՕՕ .714 ߦ Ћᐒǵᆛၡ Ƕ ϝԾρ٬ҔȨԾϯၗ៝ୢȩǶ .611ךБݤǴך 2.ջ٬ؒԖΓນ .725 Ƕ .602ޑࢂ࣬سдځޑԖךచ 3.ȨԾϯၗ៝ୢȩᆶ ҹ Ȑӵ .715ךշڐ٬ҔȨԾϯၗ៝ୢȩрୢᚒਔǴԖΓך.4 ǵሌՉΓǵຼᎁᒃ϶ՕՕȑǶ ٬ҔȨԾϯၗ៝ୢȩࢂঁӳЬཀǶ .873.1 Չ Ԗ፪Ƕ .875׳ࣁ 2.ȨԾϯၗ៝ୢȩᡣၗ .899 Ƕ .855ޑז٬ҔȨԾϯၗ៝ୢȩࢂඍ.ཀ 3 ӛ ഻٬ҔȨԾϯၗ៝ୢȩՉၗǶ .875ך.4 ӛ٬ҔȨԾϯၗ៝ୢȩǶ .921ך҂ٰ൳ঁДϣǴ.1 ٬ ёૈ٬ҔȨԾϯၗ៝ୢȩǶ .903ךҔ 2.҂ٰ൳ঁДϣǴ Չ .944 ीჄӧ҂ٰ൳ঁДϣ٬ҔȨԾϯၗ៝ୢȩǶ .930ך.ࣁ 3 4.1.3 ࣬ᜢ܄ϩ
аՉࣁཀӛᆶ٬Ҕځ࣬ᜢǴЀޑӚᡂኧ໔Ӹӧύǵଯࡋޕ455ɴ .796Ǵёள. ܭӚᡂኧ໔ϐ࣬ᜢ߯ኧϟزҁࣴ Չࣁϐ࣬ᜢ܄നଯǴࣁ .796ǹႣයᕮਏᆶܰҔႣය࣬ᜢ܄നեǴࣁ .457Ƕ 4.1.4 ଷᇥᡍ
ኳࠠՉଷᇥᡍǴϣࣁԾᡂኧჹՉࣁཀӛϐቹៜǵՉࣁཀӛϐύϟਏ݀ᡍǵԾᡂزԜҽஒϩձ൩ࣴ ኧჹ٬ҔՉࣁϐቹៜǴ่݀ӵΠǺ 1.ႣයᕮਏǵܰҔႣයǵޗቹៜჹՉࣁཀӛϐቹៜ ᜢ߯ǴԜځቹៜჹՉࣁཀӛᡉቹៜϐଷǴ௦ҔӭϡᘜޗҁࢤပࣁᡍԾᡂኧ─ႣයᕮਏǵܰҔႣයǵ ӭϡᘜኳࠠύԾᡂኧϐVIFࣁ1.374 ~ 1.506ǴคӅጕ܄ୢᚒǶ߄4-3ࣁӭϡᘜϐϩ่݀Ǵҗ߄ύёளޕ၀ᘜ ޑԖीڀቹៜࣣޑଯှញૈΚǴᘜϩ่݀߄ҢǴΟঁԾᡂኧჹՉࣁཀӛڀኳࠠှញᡂ౦ໆR2ॶࣁ .594Ǵ аႣයᕮਏϐྗϯ߯ኧ .412ࣁനଯǴܰҔႣයϐྗϯ߯ኧ .232ࣁനեǴᡉҢႣයᕮਏǵܰҔځᡉཀကǴЀ ቹៜΚǴࡺଷᇥH1ǵH2ϷH3ࣣԋҥǶڀύΞаႣයᕮਏനځቹៜǵߦԋచҹ҅ӛቹៜՉࣁཀӛǴޗႣයǵ ߄ 4-3 ԾᡂኧჹՉࣁཀӛቹៜϐᘜϩ߄ ଷᇥ ԾᡂኧӜᆀ β p ፓࡕ R2 ᡍ่݀
H1 Ⴃයᕮਏ .412 .000 ԋҥ
H2 ܰҔႣය .232 .000 .594 ԋҥ H3 ޗቹៜ .303 .000 ԋҥ ߦԋచҹჹ٬ҔՉࣁϐቹៜ.2 ࢂցӢߦԋచҹԶቹៜԾϯၗ៝ୢϐ٬ҔՉࣁǶ߄4-4ࣁߦԋచҹᆶ٬ҔՉࣁϐޣаᙁൂᘜᡍ٬Ҕ
кпл ᡉཀကǴջߦԋచҹ҅ӛቹៜԾϯၗୢڀ٬ҔՉࣁϐྗϯᘜ߯ኧࣁ .798Ъܭᘜϩ่݀Ǵߦԋచҹჹ ϐ٬ҔՉࣁǴࡺଷᇥ4ԋҥǶ ߄ 4-4 ߦԋచҹჹ٬ҔՉࣁቹៜϐᘜϩ ଷᇥ ԾᡂኧӜᆀ β p ፓࡕ R2 ᡍ่݀
H4 ߦԋచҹ .798 .000 .334 ԋҥ
3.Չࣁཀӛϐύϟਏ݀ Ԗύϟਏ݀Ƕკ4-1ࣁҁڀаՉࣁཀӛࣁύϟᡂኧǴҾკՉࣁཀӛӧΟঁԾᡂኧᆶ٬ҔՉࣁ໔ࢂցزҁࣴ Ӛᡂኧ໔҂ྗϯϐᘜԄӵΠǴҁࢤပஒځቹៜǴޗϐύϟኳࠠǴԾᡂኧϩձࣁႣයᕮਏǵܰҔႣයϷزࣴ аSPSS-PROCESS3.4ϐኳࠠ4ᡍՉࣁཀӛϐύϟਏ݀Ǵ٠ևрӚᡂኧ໔ᜢ߯Ƕ
Model 1ǺY= I1 + Ax
Model 2ǺY= I2+cX
Model 3ǺY= I3+ c’X + bM
I1, I2, I3:தኧ
ኳࠠزკ 4-1 Չࣁཀӛϐύϟᡂኧࣴ
ҢǴcж߄Ծᡂኧᆶ٬ҔՉࣁϐᜢ߯߯ኧǴaࣁԾᡂኧᆶՉࣁཀӛϐᜢ߯߯ኧǴc’Ϸbж߄٬ҔՉࣁࣁ܌ӵკ4-1 ϐᜢ߯߯ኧǴ߄4-5ஒϩձ൩ΟঁᘜԄևӚᡂኧ໔ϐᜢ߯Ƕځ٩ᡂኧਔǴԾᡂኧǵύϟᡂኧᆶ ߄ 4-5 Ӛᡂኧ໔ᜢ߯ϩ่݀ Model 1 Model 2 Model 3 (٬ҔՉࣁ(Y (٬ҔՉࣁ(Y (Չࣁཀӛ(M Ⴃයᕮਏ(X1) a= .724*** c= .829*** c'=.147* Չࣁཀӛ(M) b=.941*** R2 .459 .356 .639 (٬ҔՉࣁ(Y (٬ҔՉࣁ(Y (Չࣁཀӛ(M ܰҔႣය(X2) a= .514*** c=.514*** c'= .070 Չࣁཀӛ(M) b= .993*** R2 .312 .312 0.636 (٬ҔՉࣁ(Y (٬ҔՉࣁ(Y (Չࣁཀӛ(M ޗቹៜ(X3) a= .529*** c= .716*** c'= .277*** Չࣁཀӛ(M) b= .830*** R2 .391 .424 .672 ຏǺn =262;*p < .05. **p < .01. ***p < .001. ቹៜᆶ٬ҔՉࣁ໔ύϟਏ݀ϐൔ߄ϩǶ߄ύࣁ٬ҔProcess 3.4ޗ߄4-6ࣁՉࣁཀӛჹႣයᕮਏǵܰҔႣයǵ Չࣁޕߞ໔όх֖0Ǵё%95ځ٬Ҕཀӛᜢ߯ϐ໔ௗਏ݀ࣁ .681Ǵܭኬ5000ԛϐᡍ่݀ǴႣයᕮਏჹܜख़ᙟ ቹៜᆶՉࣁཀӛ໔ϐ໔ௗਏ݀ϩձࣁ .510Ϸ .439Ǵޗύϟਏ݀ǹΞܰҔႣයǵڀႣයᕮਏϷ٬ҔՉࣁ໔ܭཀӛჹ ޑᎁख़ाຼ܈ำࡋޑόፕࢂӢࣁᕮਏӢનǵܰ٬Ҕޣߞ໔ࣣόх֖0ǴᡉҢύϟਏ݀ӸӧǴջ٬Ҕ%95ځЪ ՉࣁǶࡺଷᇥ5-1ǵ5-2ǵޑՉ٬ҔޣགྷݤǴࣣၸ٬ҔཀӛԶගଯ٬ҔޑΓϐቹៜԶғ٬ҔԾϯၗ៝ୢ 5-3ࣣԋҥǶ
кпм ߄ 4-6 ՉࣁཀӛჹԾᡂኧᆶ٬ҔՉࣁϐύϟਏҔൔ߄ 95%CI ଷᇥ Ծᡂኧ B ॶ ྗᇤ ᡍ่݀ BootLLCI BootULCI H5-1 Ⴃයᕮਏ .681 .065 .5580 .8120 ԋҥ H5-2 ܰҔႣය .510 .056 .4052 .6250 ԋҥ H5-3 ޗቹៜ .439 .050 .3551 .5284 ԋҥ
ຏǺn = 262; B ॶ:໔ௗਏ݀; CI: confidence interval(ߞ໔)
ϩزਢࣴঁ 4.2
ϩǴаΠϩձᇥܴǶ܄Չඔॊޣޑᑔᒧрٰ܌ҁஒଞჹ٩ॊচ߾ 4.2.1 ঁਢǺ႐Վߓวᕴᆅ
1.Ϧљᙁϟ ӄౚၗૻǶٮҽԖज़ϦљȐаΠᙁᆀAnue႐Վ)ගިמAnuenueიᄡΠӅΟৎϦљǴϩձࣁ႐Վߎᑼࣽ इҬܰϷҾᑼၗچߎᑼᐒᄬǴՉޑȑࣁ३ෝچԖज़ϦљȐаΠᙁᆀAnuenue Securities႐Վچ႐Վ ѳѠǶޑၗ៝ୢިҽԖज़ϦљȐаΠᙁᆀ႐Վວ୷ߎȑ߾ࢂߐॄೢ୷ߎᎍ୧چǶԶ႐Վ୍ܺ 2.Ϧљౢࠔᙁϟ ӧ2019ԃᆶπࣴଣ׳ඵૈౢࠔǶٮբၗಔӝǴගुيໆޣ႐Վວ୷ߎନΑࢂ୷ߎᎍ୧ѳѠǴΨࣁၗ ӝբрԾϯၗ៝ୢȨߓวᕴᆅȩǶ߄4-7ࣁߓวᕴᆅᙁϟǶ ߄ 4-7 ႐Վວ୷ߎౢࠔᙁϟ ౢࠔӜᆀ ߓวᕴᆅ ҙᖼБԄ ൂ բрᅿঁၗಔӝुيҙᖼϣ AI ᄽᆉݤ٩ၗΓచҹໆ ၗჾձ Ѡჾ ၗߐᘖ 5000 Ћុ 2020.12.31 คЋុȐ֖ҙᖼǵӆѳᑽȑ ߞૼᆅ ค
ၗٰྍǺ႐Վວ୷ߎ ౢࠔཷݩ.3 (1)໒Њ ϩيᆛՉၗ༤ቪ٠۔ӧ႐Վວ୷ߎޣၗεՉ໒ЊЋុǶၗٮБԄޑߓวᕴᆅаጕ໒Њ ႝηߞጃϐډбБԄஒ໒ЊၗӣǴࡑԏډӻଛ܈ແڄǴֹԋࡕӈӑ٠ᛝӜᇂകǴаӣשҹϷԌීӸ ႐ՎວډคݤԾρӈӑϐၗΓҭёܭဦஏዸՉҬܰǶჹޑႝηແҹύޑډߞࡕջёаԏޕ໒Њֹԋ೯ ୷ߎϐᔼᏵᗺՉ໒ЊၗӈӑǶ ၗԋҁ(2) ӆѳᑽҔѦǴҭόሡҙᖼЋុϷߞૼᆅǴΨڗᄒԿ 2020 ԃ 12 Д 31 ВǴҙᖼߓวᕴᆅନΑόԏ ሌՉࣁӄ୯ᛦᆛۓऊޑԋҁǶԜѦǴѝाѠჾԌීޑдځ୷ߎᆅϷߥᆅаѦǴόሡޑ൩ࢂନΑϣԌ ӝբሌՉǵѦჾԌීሌՉࣁߥϦљීԏбሌՉȐύ୯ߞૼǵѠчٖǵ୯ੀШǵѠཥሌՉǵ҉ᙦሌՉǵ ଛ৲Ǵ߾όሡӆᚐѦЍбሌՉ༊Ƕ܈ޑಃሌՉǵӂᙦሌՉǵᄆϯሌՉϷࠄሌՉȑǴӧ᠑ӣၗ ၗಔӝϣ(3) ᙚǴӕਔΨёҗᐕўၗளޑၗՉၗಔӝޑۓ܌ޣӧՉߓวᕴᆅၗਔǴᄽᆉݤ٩ྣၗ ႐Վວ୷ߎࣁ୷ߎѳѠϦљǴёҙᖼϐ୷ߎ఼ᇂϦљߚதቶݱǴӢԜܭၗᕮਏǶҗޑ၀ၗಔӝᐕԃޕ ϐයۓETFǴӧԖၗಔӝၸำύऩᕮਏᆶ ܈୷ߎޑၗಔӝҭх֖ΑӭόӕϦљޑගр܌ߓวᕴᆅ
кпн ǴࡑၗΓӣᙟࡕՉӆѳᑽǶޕӆѳᑽፓ೯ٮఈϣԖ౦ਔǴаૻ৲ග ၗಔӝǴջޑଛ৲фૈڀѐᒧё٩ၗΓሡޣԾϯၗ៝ୢౢࠔѝԖΟৎޑԜѦǴҞѱय़ ӧխନᑔᒧၗޣǴၗޣۈߓวᕴᆅࣁ୯ϣബޑύΞа႐Վວ୷ߎځЦၰሌՉǵ୯ੀШϷ႐Վວ୷ߎǶ ޑނޑᕷፄၸำύΞӭΑᅿᒧǶ 4.2.2 ঁਢΒǺύ୯ߞૼඵ GO
1.Ϧљᙁϟ ύ୯ߞૼࣁύ୯ߞૼߎᑼިިҽԖज़Ϧљ(аΠᙁᆀύߞߎ) ᄡΠϐηϦљǶύߞߎᔼጄൎ఼ᇂሌ ᔼၮਏҔǶύ୯ޑаϷၗౢᆅǴкҽ่ӝӚ୍ǴаճวචߎᑼިچǵബǵߞǵߥӄǵறچՉǵტᓀǵ ߞૼҞӧ୯ϣԖ152ৎϩՉǴќԖ 115ঁϩЍՉၹթܭੇѦǴӄౚπऊࣁ27,000ΓǶᄒԿ2020ԃ2ДǴύ୯ߞૼ ࠼Њኧࣁ920ঁǴคፕࢂߞҔьǴᆅǵߞૼѱ՞ࢂ୯ϣಃȐπਔൔǴ2020ȑǶ 2.Ϧљౢࠔᙁϟ ޑᑔᒧޣշၗڐܭᚐϷൂၗѦǴύ୯ߞૼख़ۓයۓޑԾՉᒧᖼൂ୷ߎϷETFޣନΑҗၗ ǵୃӳǵၗຼයБԄϷඵૈ...... ǴගޑǴӵၗҞሡޣфૈǴ٩ၗޑǴрȨᖃܴᒧ୷ߎȩ୍ܺޑނ ΑԾϯၗඵGOѦǴΓπуAIٮETFՉၗǴග܈୷ߎޑჹൂޣфૈǴаճၗޑᑔᒧނޑΑٮ ᆒΚǶکਔ໔ޑሡ܌ނޑፄӝБԄඹ࠼Њ࣪Αᑔᒧޑ ᚐൂѝाཥѠჾίϡջёՉǶۓයۓඵGOᆶѱय़εҽԾϯၗ៝ୢόӕೀϐࣁǴ ౢࠔཷݩ.3 (1)໒Њ ЊǴё٬ҔᆛၡՉኧՏሌՉ໒ЊǴҭёԿሌՉᏵᗺޑѸाచҹջࢂѸሡाԖύ୯ߞૼޑ ٬Ҕඵ GO ՉΓπ໒ЊǶӧ໒೯ЊࡕǴаύ୯ߞૼᆛၡሌՉ܈ЋᐒᔈҔำԄ Home Bank Չ࣬ᜢЎҹޑႝηᛝࡕ ջёҙᖼඵ GOǶӄำᗨҭаᆛၡՉǴՠӧᏹբϝёԿሌՉ၌ୢ୍ܺΓǶ ၗԋҁ(2) ၗౢѱॶԭϩϐޣၗڗДԏӆѳᑽЋុǴோڗ᠑ӣϷҙᖼϐЋុǴҭόԏڗҞඵ GO όԏ ޑߞૼᆅǶ ၗಔӝϣ(3) ಔӝх֖ 14ɴ15ޑঁԾϯၗ៝ୢETF ࣁၗಔӝԋҽǴ ܈୧ϐ୷ߎ܌ඵ GO аύ୯ߞૼ ETFǶ၀ၗಔӝᗉ໒ൂѱǵൂౢǴ෧Ͽύ॥ᓀǶԜѦǴඵ GO ᒿਔᅱѱǴջਔ ܈ᔞ୷ߎ ԾӆѳᑽǴёаӧѱԖᡂϯਔჹၗౢଛܭՉၗӆѳᑽǴԶၗӆѳᑽόሡҗၗΓӣᙟӕཀǴឦ рനջਔޑೀǶ 4.2.3 ၠঁਢӢηϩ
ύѤঁՉঁਢϩǴϩ่݀ӵΠǺځӢηύڙஒଞჹቹៜബཥௗزЎගϷǴҁࣴ 1.ബཥឦ܄ ȩǵȨё၂܄ȩǵȨፄᚇ܄х֖Ȩ࣬ჹᓬ༈ȩǵȨ࣬܄Ьाᜢᗖ (Rogers, 1983), ബཥឦޑڙࢂቹៜௗ܄ബཥឦ ᇥܴǶ܄ȩǴаΠϩձ٩ঁਢౢࠔ܄ȩϷȨёᢀჸ܄Ҕ (1)࣬ჹᓬ༈ ᓬ༈ำࡋȩǶޑԖڀ܌Ǵബཥނᙑ٣ޑжڗܭကࣁȨ࣬ჹۓޑύ࣬ჹᓬ༈زҁࣴ ᑔᒧϼӭЈΚǴѝाஒԾޑނޑၗΓόሡჹၗܭ֎ЇΚϐೀӧڀǴԾϯၗ៝ୢനޕࣣ܌ ᕮਏǴᒿਔӳޑၗಔӝǴ٠ᅱѱϷၗಔӝٮӳǴAI ᄽᆉݤߡԾගۓచҹǵҞǵϷሡي ǴԾϯၗ៝ୢεεނޑഢǶ࣬ၨа۳ၗΓሡਔ໔ᆒΚΑှ୷ߎङඳϷࡹᕉნٰᒧྗޑӆѳᑽ ᆒΚǶک࣪ၗΓਔ໔ ډၗᏹբǴКଆ܈Ǵคፕӧ໒ЊޕԾϯၗ៝ୢϐКၨǴҗ߄ύёளޣৎߎᑼٿύز߄ 4-8 ࣁҁࣴ όޣߡճӭǴԶඵ GO ӢჴᡏሌՉᏵᗺӭǴऩၗޑዴ࣬ჹޑጕ໒ЊޑԶжϐڗჴᡏߎᑼᐒᄬ໒ЊǴ кпо ሌՉᏵᗺ၌ୢሌՉΓǶډᏹբԖୢᚒǴҭёܭऩޣჴᡏሌՉՉ໒ЊǹԜѦǴၗډᜫ໒ҥኧՏሌՉҭё ᓬ༈Ƕޑߡճ׳Ԗڀ ETF ܈٬ҔКଆа۳ၗ୷ߎޑՉԾϯၗ៝ୢ܈คፕࢂ໒Њ ୷ҁংޑETF ࣁၗಔӝ ܈ೡ୧ԋҁচӢǴӚߎᑼߎᄬѝளаԾৎࡽԖೡ୧ϐ୷ߎܭҽᛖޑၗಔӝ Ǵقᙯ۳႐Վວ୷ߎԶޣၗޑа۳ӧሌՉᖼວ୷ߎܭ໔ǶჹޜޑޣǴωૈӧЋុԖ֎Їၗޑᒧ Ǵऩᙯ۳ሌՉӵύ୯ߞૼၗԾϯၗ៝ޣа۳ӧ୷ߎѳѠᖼວ୷ߎϐၗܭӭΑǹՠჹ׳ᡂ܄ᒧځ ΑǶڋୢ߾ᒧज़ ӢનǶߓวᕴᆅҞۓ،ޑǴନΑၗಔӝϣϷၗԋҁǴၗߐᘖҭࢂߚதख़ाقԶޣၗܭฅԶǴჹ ᚐۓයۓ࣬КၨǴޣٿДίϡջёǶᚐۓයۓᚐǹඵ GO ࣁۓයۓၗߐᘖࣁൂཥѠჾ 5 ϡǴค ᚐཥѠჾΟίϡᖼວۓයۓETFǴКଆа۳ ܈Дίϡϩණၗ 14 ᔞ୷ߎίϡόՠёϩණ॥ᓀǴΞёҔ ᓬ༈Ƕڀ॥ᓀ࣬ჹၨ܈ᔞ୷ߎǴඵ GO ӧߎᚐൂ
߄ 4-8 ߓวᕴᆅᆶඵ GO Кၨ Ҟ ߓวᕴᆅ ඵ GO ໒Њ ጕ໒Њ ጕ໒ЊǵሌՉ໒Њ ၗᏹբ ᆛ।ᏹբ ᆛ।ǵЋᐒᔈҔำԄᏹբ ETF ܈ETF ύ୯ߞૼೡ୧ϐ୷ߎ ܈ၗಔӝϣ ఼ᇂӚߎ୷Ϧљϐ୷ߎ ᚐཥѠჾ 1 ίϡۓයۓ ၗߐᘖ ൂཥѠჾ 5 ϡ
ߥᓀϦљբࣁᆅၰǴ܈ǵແֽچETFǴѝૈҗጕѳѠǵሌՉǵ៝ǵߞǵ ܈ऩाၗ୷ߎޣа۳ၗ ޑдځЋុѦǴࠠ୷ߎᗋሡЍбޑሡ܌дᜪި୷ߎϷᙯඤ୷ߎځ܈ި ǴନΑ BނޑԾՉᑔᒧၗ ҔǴӵЋុǵᆅ...... Ƕ ၗٮჴᡏᐒᄬᒤѦǴᗋගډǴନΑ໒ЊёӧᆛၡֹԋǴόሡق୷ߎϷ ETF Զܭߓวᕴᆅ࣬ჹ ԾϯޑࢂӳᒧǶߎᑼᐒᄬޣၗނޑӵՖᒧޕངӳଛ৲ࠅΞόܭᒧǴჹޑଛ৲ᒧڀΓ ၗౢࠔόӭኬϯǴߓวᕴܭज़ڙETFǴΨӢԜ ܈୷ߎޑೡ୧܌ϐၗಔӝӭࣁԾৎᐒᄬѳѠٮၗ៝ୢග ӭǴӧᖼວԋҁΨК׳дߎᑼᐒᄬᅿᜪځETF ၨ ک୷ߎޑࣁ୷ߎೡ୧ѳѠǴӢԜ៶ࡴيϦљҁܭඁڙᆅӢ ԖᝡݾΚǶ׳ ሌՉౢࠔӵඵ GO (2)࣬܄ ֍ӝำሡޑޣڙǵၸ۳ᡍǴаϷወӧௗسሽॶᡏޑҞکނကࣁ, ബཥ٣ۓޑȩ܄ύǴȨ࣬زҁࣴ ၗౣǴޑжΓڗ٠၂Ҕ AI ᄽᆉݤٰڙௗۈǴԶࢂ໒ޕيԾ܈ࡋǶΓॺόӆѝൂપ٩ᒘ ӄำคΓπǴΨܭၗБԄǴԾϯၗ៝ୢаᐕўၗٰՉᄽᆉаౢғঁΓϯၗಔӝǴҗޑ࣬ၨᆶа۳ ᕮਏϝԖޑԾϯၗ៝ୢܭǴჹقԶޣၗޑߞҺΓγ܈ಞᄍܭ৮ឨǴՠჹޑᗉխΑѱݢਔΓ ᅪቾǶ ЋᐒᔈҔԄՉޑޔ๓϶׳Бߡǵ׳ΨૈаޣၗޑᆛՉၗ۔ᡣচҁѝૈ٬ҔמԜѦǴࣽ కၸ۳གྷݤԶݒฅ٬ҔᆛၡᏹբԾϯၗ៝ୢܙǴࠅࢂคݤᇸܰقԶޣၗޑᆛၡӼӄԖᅪቾܭၗǶՠჹ ޑǶ (3)ፄᚇ܄ ကǶۓޑ܄ύፄᚇزᜤܰำࡋǶȩࢂҁࣴޑ٬ҔࢌബཥکΑှܭȨᜢ ჴᡏᐒᄬ໒ډӕਔǴΨׯᡂΑޑޣኧՏሌՉӄำаᆛၡՉ໒ЊǴӧߡճၗޑύ୯ߞૼ܈ߓวᕴᆅ ඵǶԶ໒ЊـΓـҹளӼӄคဤǴد࣬ᜢঁΓᗦשҹϷӸܭჹޣՏၗಞᄍǴࢂցޣၗޑЊ Ǵ҅ሡځǴԶӣᔈ٠Αှޣᆛ।ᏹբዕᆶցѦǴ୍ܺΓૈցӧಃਔ໔य़ჹၗܭϷၗၸำύჹ ࢂӚৎޣѸࡘԵޑୢᚒǶ
кпп ٬Ҕಞ܈ฯᡏޣ܈Ǵคፕӧ೬ᡏقԶޣၗޑԾՉᄗ٬Ҕϟय़ܭ๓ޣ܈ಞᄍаᆛၡՉҬܰܭฅԶǴჹ ၸำύࣣࢂаᆛၡՉǴޑԖԾϯၗ៝ୢӧၗ܌ߡճǴޑᄍǴ٬ҔԾϯၗ៝ୢϸԶԋΑၗ ܭৡ౦Ǵჹ܌Ծϯၗ៝ୢ٬Ҕϟय़٩ӚߎᑼᐒᄬԖޑԖ܌аѦǴ܄ǴନΑᆛၡӼӄق܌ਔ܄ӵӧ࣬ ԶޣၗޑόዕᆛၡᏹբܭᡯՉջёǹฅԶჹǴѝሡ٩قԶޣၗޑߎᑼᐒᄬЋᐒำԄ܈ᏰҔᆛၡሌՉ ǶޕǴόளԶፄᚇำࡋ࣬ჹၨଯǴၗΓࢂցӢԜࠅޑǴԾϯၗ៝ୢق (4)ё၂Ҕ܄ ำࡋǶԾϯၗ៝ୢᆶࠔόޑၗྍᡍޑကࣁǺബཥࢂցёаӧԖज़ۓޑ܄ύё၂Ҕزҁࣴ ǶБ၂வύΑှࢂց಄ӝၗሡޑӕǴคݤа၂Ҕ (5)ёᢀჸ܄ ๏ወӧ٬ٮǴёගقำࡋǶ൩Ծϯၗ៝ୢԶޑࡕ݀ёаᡣΓᢀჸޑကࣁǺബཥۓ܄ϐёᢀჸزҁࣴ ᕮਏǶޑ٬ҔԾϯၗ៝ୢ϶ᜐᒃܻ϶ӳيၗᕮਏǴаϷޑᢀჸҞࣁၸѐ၀ಔӝޑޣҔ 2.ྎ೯ᆅၰ БݤǶȩ܈ЋࢤޑќঁΓډྎ೯ᆅၰࣁȨၗૻவࢌঁΓሀ ҽ߾ࢂޑǴ೯ၡڀᐒᄬϣΓπޣ܈ૻ৲ਔǴόѦЯ٬ҔቶǵཥᆪǵЎ࠹ޣҞߎᑼᐒᄬሀ๏ၗ ࣬ᜢҾ೯ၡՕՕǶޣ܈ᆛ۔аႝຎǵቶኞǵᚇᇞǵᐒᄬ Ǵаύҥᢀᗺว߄ѱ࣬ᜢૻ৲๏ၗεǴΨӢԜಕᑈΑӭޣ႐Վວ୷ߎԋҥന߃ࣁߎᑼၗૻ৲ሀ Ǵߓݤᕴᆅᄽᆉݤኳಔࣁޣྎ೯ᆅၰǴӆޑޣૻ৲ѳѠࣁЬाჹεၗځǶߓวᕴᆅрਔߡаޣ᠐ޑ۸ჴ ႐Վວ୷ߎᆶύࣴଣᖄЋӝբǴа୯ϣԾՉ໒วᄽᆉݤϐமΚӧӚε൞ᡏϷࢲϦ໒࠹ǴନԜϐѦǴ႐Վວ୷ ߎதᖐᒤߎᑼ࣬ᜢࢲǴቚуᚼӀǶ ௗԋࣁޔၗᏹբၡ৩ࡌҥӧ୷ߎၗϐΠǴᡣඵGOޑύ୯ߞૼ߾ࢂаࡽԖ࠼ဂࣁрวᗺǴஒඵGO ၗޣᒧϐǴԜѦӆམଛ൞ᡏཥᆪϷሌՉቶǶ سᡏޗ.3 ᒃܻޑᜐيำࡋǶନΑޑёаቹៜᘉණޣ౦፦ޑӢનϐǴဂӅӕӢનೱ่ଆٰޑࣁബཥᘉණسᡏޗ ढ़ޑङඳ౦፦ޕᔮӦՏǵޗϞϺǴᆛၡፕѳѠՍଆΑဂғࢲᕉნǵޑԋዕวၲೌמӳ϶аѦǴӧᆛၡ϶ ՉፕࣗԿၲԋӅǶނᑫ፪Ǵჹҹ٣ޑ၉ᚒǴԖӅӕޑғΓǴၸᆛၡдॺёаፋፕӅӕ ๏εୖԵǴջٮᡍගيஒԾޣ၉ᚒǴӭၗޑύόЮԾϯၗ៝ୢހᆛၡၗፕޑӧ୯ϣ ፕډޣՅǴ٠ගр၀ౢࠔᓬલᗺǴӵЋុǵᕮਏǵϟय़ǵӆѳᑽБԄՕՕǶΨԖཥЋၗفޑሦـӵཀ ၗᡍǴޑԖჴሞޣၗޑހᘉණǴԶӢࣁፕޑΑԾϯၗ៝ୢډ၌ୢ࣬ᜢୢᚒǴคϐύΨቹៜހ Ԗӕڀځᡏᡍ၂კ֎ЇᆶيᒃޑǶඵGOаᆛआڙௗ܌ૻ৲Ψၨܰεޑሀ܌ᏱԖӅӕЎϯङඳǴޣፕ ՅǶفޑሦـᄽתǴջࢂޣወӧ٬Ҕޑ܄፦ 4.ቶΓ ୍Ǵд܈ޑж߄ǴӵߎᑼᐒᄬޑѦسΓǴԶബཥቶΓߡࢂᡏޑϣسᡏޗܭሦឦـཀ ቶޑҭࢂԾϯၗ៝ୢ۔ᓬᗺаՉቶǴԜѦǴࡹ۬ޑᇥܴԾϯၗ៝ୢޣࡋჹၗفޑॺаΓγ ՅࢂفᅿٿҥǴӧӭϦ໒ӝεΚቶ࠹Ծϯၗ៝ୢǴႴᓰၗε٬ҔǴ೭៝ہΓǴӵߎᆅЬ ቶΓǶޑϐѦسᡏޗࠠڂ
5.่ፕᆶࡌ Ծϯၗ៝ୢܭჹځҥፓޣǴவεၗزኳԄࣁࢎᄬՉፓݤჴࣴڙௗמ௦Ҕӝࠠࣽزҁࣴ ϖӢηύගޑޑЬᢀ࣮ݤϷ٬ҔཀӛϷՉࣁǴќᇶаബཥᘉණፕඔॊԾϯၗ៝ୢϐౢࠔǴவቹៜബཥᘉණޑ ჹԾϯܫញޣϷቶΓѤӢηᢀᗺඔॊԾϯၗ៝ୢϐݩǶයఈவၗسᡏޗǵྎ೯ᆅၰǵ܄рബཥឦ ࡌǶޑᕇள่ፕϷᆅཀ఼٠ගрԖਏ܄ޑيၗ៝ୢϐགྷݤᆶԾϯၗ៝ୢౢࠔҁ
кпр ፕ่زࣴ 5.1
ኳࠠࢎᄬϷزኳԄϷബཥᘉණፕǴ٠ӈᖐ࣬ᜢፕวϐЎࡕǴගрࣴڙௗמӧΑӝࠠࣽزҁࣴ วғচӢ٠ගрࡌǶځՉϩ่݀زБݤǵၗٰྍǴ٠ഋॊϩ่݀Ǵ൩ҁࣴزࣴ ፓݤჴ่݀ 5.1.1
ቹៜ҅ӛቹៜ٬ҔԾϯၗ៝ୢϐՉࣁཀӛǶޗႣයᕮਏǵܰҔႣයǵ.1 ߦԋచҹ҅ӛቹៜ٬ҔԾϯၗ៝ୢϐՉࣁǶ.2 ޑቹៜၸՉࣁཀӛቹៜၗε٬ҔԾϯၗ៝ୢޗԖύϟਏ݀ǴջႣයᕮਏǵܰҔႣයϷڀՉࣁཀӛ.3 ՉࣁǶ 13%ǶڙፓҞѠԾϯၗ៝ୢϐᘉණࣁௗزҁࣴ.4 ܰำࡋϷຼᎁᒃ϶ᙚޑᕮਏǵ٬ҔޑӢࣁ٬ҔԾϯၗ៝ୢёᕇளႣයύޣǴၗޕҗॊ่݀ள ཀӛԶՉ٬ҔԾϯၗ៝ୢǴҭԖཱུεᐒӧ҂ϼӭࡘԵΠӢ೬ฯᡏచޑႴᓰԶቚу٬ҔԾϯၗ៝ୢ ҹёԶ٬ҔԾϯၗ៝ୢǶ 5.1.2 ඔॊ܄ঁਢϩ
Ԝҽࢂаঁബཥᘉණፕύޑബཥឦ܄ǵྎ೯ᆅၰǵޗೕጄϷቶΓѤঁቹៜӢηՉঁਢඔॊǶബ Ǵ႐Վວ୷ߎᆶύ୯ߞૼёааᆛၡٯਢࣁঁঁٿύزҽǶаҁࣴޑᘉණӢનύ՞Αཱུख़ाޑӧബཥ܄ཥឦ Ǵ٠ЪӧޣၗޑշڐǴаϷӧ٬ҔሡाޣၗޑՉ໒ЊǴՠύ୯ߞૼࠅૈаჴᡏሌՉᏵᗺှ،όᜫаᆛၡ໒Њ ǶޑډୢᚒǴԜҽࢂ႐Վວ୷ߎคݤޑޣಃਔ໔ှ،ၗ ᓬ༈ǴନΑխନЋុаѦǴሌՉ೯ޑԶߓวᕴᆅᗨόӵύ୯ߞૼԖӭᏵᗺǴՠӧၗԋҁύࠅ՞Αཱུε ᆅӧၗߓวᕴᆅਔҭёόѸЍбǴՠӧሌՉ೯ၡӵඵGOǴࠅคݤӧխନЋុࡕΞխନޑڗѸሡԏ܌ၡ ᆅǶ ڙǴقၗಔӝǴаߓวᕴᆅԶޑೡ୧ϐ୷ߎࣁԾϯၗ៝ୢ܌ԋҁǴӚߎᑼᐒᄬѝૈаԾৎܭज़ڙ ܭҁջࣁ୷ߎೡ୧ѳѠǴӢԜԏયӭόӕϦљϐ୷ߎǴЪӧрϐሞߡஒଛ৲୷ߎࣁᄽᆉచҹϐǴϸᢀඵ ୷ߎᅿޑǴຫӭقԶޣଛ৲ǶჹၗډGOǴࠅӢࣁࢂሌՉ೯ၡǴೡ୧୷ߎᅿᜪኧໆόऩߓวᕴᆅǴΨؒԖԵቾ ӭΑᅿᒧǶޣǴᡣၗޣၗޑᜪຫԖᐒϩණၗ॥ᓀǴԶયӵଛ৲ԵໆΨૈ֎Їόӕሡ ၸ۳ၗܭᓬ༈ǴߡࢂၗߐᘖǶѝाཥѠჾίϡߡёаၗ14ɴ15ᔞ୷ߎǴ࣬ၨޑύ୯ߞૼඵGOനε Ǵӆуό܄ၗߎቸޑε׳ӧၗԖޣΟίϡཥѠჾߐᘖၗൂ୷ߎǴόՠϩණΑ॥ᓀǴΨᡣၗޑ୷ߎ ጄൎКߓวᕴᆅεளӭǶޑ఼ᇂޣወӧၗځሡᆒΚᆶਔ໔ᑔᒧ୷ߎǴ Ǵӵሽॶᢀǵόߞ܄࣬ޑύคسᡏޗܭ࣬ჹᓬ༈όϩଈၫǴՠჹޑύ܄ӧബཥឦޣৎٿฅԶǴջ٬ ӧ٬ҔԾϯޣǹඵGOёճҔύ୯ߞૼࡽԖჴᡏ೯ၡϷ࠼ЊԶᔆεၗޑሡոΚޣҺག...... Ǵҭࢂ ό࣬Ƕޑၗ៝ୢค Ǵᝤҗࢲᝢᒤӧޣ࠹೯ၡǴԶߓวᕴᆅа୯ϣࣴวϐᄽᆉݤဦєၗޑᆛࣁѸഢ۔ᐒᄬيਢύࣣаҁঁ ࠼ЊဂǶޑԾϯၗ៝ୢܗཥᆪ൞ᡏᚼӀǹύ୯ߞૼନаཥᆪ൞ᡏ࠹ѦǴΨᑈཱུԾࡽԖ࠼Њ ᘉණҭԖޑԾϯၗܭӕӳᙚǴჹޑԖ٬Ҕᡍ܈϶ᒃܻ϶ӳޑሦӵຼᎁख़ाـཀޑύسᡏޗၸ ᇡǴԶЇวޑჹԾϯၗ៝ୢԖ۔ᔅշǴၗεҭёаၸΓǴӵϷࡹ۬ޑख़ा ՉࣁཀӛǶޑ٬Ҕځ 5.2 ᆅཀ఼
ᆅޑૻ৲ᚈᜐϪΕǶаჴ୍ޑሀيࡋǴаϷԾϯၗ៝ୢౢࠔҁفޑޣҗԾϯၗ៝ୢ٬Ҕزҁࣴ ௗޣೲࡋᡣεၗזǴωૈ٬ౢࠔаനሡځচӢ٠Αှౢࠔࢂց಄ӝ،ޑቹៜε٬ҔౢࠔޕǴقࡋԶف ᘉණΠѐǶޑǴុόᘐڙ շǴڐᙚϷ೬ฯᡏϷΓޑ϶ᜤܰำࡋǵຼᎁᒃޑႣයᕮਏǵ٬ҔޑύᡉҢǴόፕࢂԾϯၗ៝ୢزҁࣴ ԖӢનύനख़ा܌ႣයᕮਏǴࣁޑࢂ٬ҔԾϯၗ៝ୢځӢનǶЀޑౢғ٬ҔԾϯၗ៝ୢޣࢂቹៜၗ ӢનǴسᡏޗඹжǴ٠уமྎ೯ᆅၰϷٰ܄คݤวචǴѝளаёᢀჸ܄ୢᚒǴӧ၂Ҕ܄ౢࠔܭঁǹฅᛖޑ кпс ϐ่ፕǴගраΠࡌǺزՉՉᎍౣǶᆕӝҁࣴ܄ӧౢࠔឦ നջਔ୍ܺޣၗٮό໔ᘐᆒ٬Ҕϟय़ϷᔈҔำԄǴග.1 ۺՉߚอයၗϐཷޣࡌҥၗ.2 ޣࣁྎ೯ᆅၰቹៜወӧ٬ҔޣаࡽԖၗ.3 ុ٬ҔԾϯၗ៝ୢޣаՉᎍࢲႴᓰၗ.4 ࡋႴᓰӕϘቶԾϯၗ៝ୢڋዛᓰۓߎᑼᐒᄬᔈु.5 ࡌز҂ٰࣴ 5.3
ύϝԖόᅰֹ๓ϐೀǴࡺගраΠࡌǴځፕ୷ᘵࢎᄬՉჴ୍ჹԾϯၗ៝ୢϐǴฅܭ୷زҁࣴ ԵǶୖޣԖᑫ፪زࡕុჹԾϯၗ៝ୢ࣬ᜢࣴٮ рԾϯၗ៝ୢǴ҂ٰёયΕપᆛሌϐԾϯၗޣङඳࣁપᆛሌᑫଆϐ߃Ǵۘ҂Ԗપᆛሌޜϐਔزҁࣴ.1 ៝ୢࣁКၨǶ ϐၗಔӝᕇճૈΚӸᅪǴаϷᆛၡӼӄୢᚒࢂցࣁቹៜԾϯၗ៝ୢϐཀӛϷٮёૈჹ AI ᄽᆉݤගޣၗ.2 ǶزՉࣁϐӢનǴёયΕ҂ٰࣴ ӧ٬ҔԾϯၗ៝ୢࡕǴӚᡂኧ໔ϐᜢ߯ԖޣǴΑှၗۓࣁزёаᕵӛࣴزаᐉᘐय़ՉǴ҂ٰࣴزҁࣴ.3 ՖᡂϯǶ
6.ୖԵЎ 6-1 मЎЎ 1. Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. Kuhl Julius and Bechmann Jurgen, 11-39. 2. Brancheau, J. C., & Wetherbe, J. C. (1990). The Adoption of Spreadsheet Software: Testing Innovation Diffusion Theory in the Context of End-User Computing. Information Systems Research, 1(2), 115-143. 3. Cuieford(1965).Fundamental statistics in psychology and education(4th ed.). New York: McGraw-Hill. 4. Gefen, D., Karahanna, E., & Straub, D. W. (2011). Trust and TAM in online shopping- An integrated model. MIS Quarterly, 27(1), 51-90. 5. M.Rogers, E. (2003). DIFFUSION OF INNOVATION (Fifth ed.). 6. Ma, L., Sian Lee, C., & Hoe-Lian Goh, D. (2014). Understanding news sharing in social media. Online Information Review, 38(5), 598-615. 7. McMullen, H., Griffiths, C., Leber, W., & Greenhalgh, T. (2015). Explaining high and low performers in complex intervention trials: a new model based on diffusion of innovations theory. Trials, 16, 242. 8. Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). New York: McGraw-Hill. 9. Rogers, E. M. (1983). Diffusion of Innovations: Free Press, New York. 10. Rogers, E. M. (2002). Diffusion of preventive innovations. Addictive Behaviors, 27, 989-993. 11. Sanni, S. A., Ngah, Z. A., Karim, N. H. A., Abdullah, N., & Waheed, M. (2013). Using the Diffusion of Innovation Concept to Explain the Factors That Contribute to the Adoption Rate of E-journal Publishing. Serials Review, 39(4), 250-257. 12. S. Al-Shaf, & Vishanth Weerakkody (2010). Adoption and diffusion of free wireless internet parks in Qatar Int. J. Value Chain Management, Vol. 4, 68-85. 13. Suha, AlAwadhi., & Anne, Morris. (2008). The Use of the UTAUT Model in the Adoption of E-government Services in Kuwait. Proceedings of the 41st Annual Hawaii International Conference on System Sciences , Waikoloa, HI, 2008, 219-219. 14. Venkatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, 11(4), 342-365. кпт 15. Viswanath Venkatesh, Michael G. Morris, Gordon B. Davis, & Fred D. Davis (2003). USER ACCEPTANCE OF INFORMATION TECHNOLOGY: TOWARD A UNIFIED VIEW. MIS Quarterly Vol. 27 No. 3,. 425-478 16. Viswanath Venkatesh, & Fred D. Davis. A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, Vol. 46, No. 2, February 2000, 186–204 17. Venkatesh, V., Brown, S. A., Maruping, L. M., & Bala, H. (2008). Predicting Different Conceptualizations of System Use- The Competing Roles of Behavioral Intention, Facilitating Conditions, and Behavioral Expectation. MIS Quarterly, 32(3), 483-502. 18. VÖLlink, T., Meertens, R. E. E., & Midden, C. J. H. (2002). Innovating ‘Diffusion of Innovation’ Theory: Innovation Characteristics and the Intention of Utility Companies to Adopt Energy Conservation Interventions. Journal of Environmental Psychology, 22(4), 333-344. 19. Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760-767. 6-2 ᆛၡၗ ύਔႝηൔȐ2018ȑǶऍިଢǵᐒᏔΓᆛઠࠅᐒၗΓውǼ2018 ԃ 02 Д 06 ВǴᔠԾǺ .1 https://www.chinatimes.com/realtimenews/20180206002951-260410?chdtv բȩࢂѸฅᖿ༈Ƕ2018 ԃ 09 ДڐCMoney ၗᆛᇞȐ2018ȑǶȤᐒᏔΓፕᏝȥᔈѺઇߥᕇճࡘȨΓᐒ .2 18 ВǴᔠԾǺhttps://www.cmoney.tw/notes/note-detail.aspx?nid=139269 3. Ϟຼт on YahooȐ2017ȑǶᐒᏔΓλЈΟεߐǶ2017 ԃ 08 Д 15 ВǴᔠԾǺ https://businesstoday-tw-yahoopartner.tumblr.com/post/166214737097/%E9%9D%A0%E6%A9%9F%E5%99%A8% E4%BA%BA%E7%90%86%E8%B2%A1-%E5%B0%8F%E5%BF%83%E4%B8%89%E5%A4%A7%E7%BD%A9 %E9%96%80 4. ᔮВൔȐ2019ȑǶLINE Bank ᐒᏔΓǶ2019 ԃ 03 Д 28 ВǴᔠԾǺ https://money.udn.com/money/story/5613/3725421 ᕇҏཥ៝ୢݙၗǶ2019 ԃ 10 Д 22 ВǴᔠԾǺמᔮВൔȐ2019ȑǶߓᅟวߎᑼࣽ .5 https://money.udn.com/money/story/5613/4118454 6. ᔮВൔȐ2019ȑǶᐒᏔΓӈਢߎᔠǶ2019 ԃ 07 Д 12 ВǶᔠԾǺ https://money.udn.com/money/story/5613/3924093
крй ٯჲэѱϐफ़ሽቹៜϩȉаύႝߞ 499 Бਢࣁ The Impact Analysis About Oligopoly Market on Price Reduction – A Case Study of Chunghwa Telecom NT499 Promotion Tactics ယඁ۸ 1 ୋ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] γਕ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ݾ࣬ޣႫБਢǴЇଆӭډ2018ԃ5Дύႝߞ२ԛୖᆶՉ୍ܺफ़ሽᝡݾǴрեሽДચ499ϡᆛӞ ݩǶރՉᎍౣᆶ٣ҹࡕϐځჹຝϩزቫय़ᆶࡕុਏᔈόλ㉚ǶӢԜа၀ঁਢ٣ҹࣁࣴޑύቹៜځᒤǶ ୢٰଞჹڔሽόϦѳǵᅈཀࡋϷ۸၈ࡋࣁୢޕԜԛᝡݾౣǴ٠аޣၸᖻֽፕ၀زҁࣴ Ӣࡕ݀Ƕޑਢϐ࣮ݤǶќၸৎೖፋΑှ٣ҹঁܭჹޣ ሽޕޑႝߞၗܭჹޣᡉҢǴᖻֽፕϩࡕǴࣁᗉխ࠼ЊӆࡋࢬѨஒख़ፄԜᖻֽǶԶ่݀زࣴ Ǵ׆ఈၸԜԛሽᝡکҞႝߞ୍ܺςႫޕЪჹᅈཀࡋϷ۸၈ࡋࣣԖቹៜǶৎೖፋύΨளڙόϦѳԖமਗ਼ག ࣬ᜢᔈҔ୍ܺǶٮӭᐒග׳5GᙯǴ҂ٰωૈԖډុۯݾᡣѱэӆԛගଯ٠ ᜢᗖӷ:499 Бਢǵᖻֽፕǵᝡݾౣ Key words: 499 PromotionǵGame TheoryǵCompetitive Strategy
1.ᆣፕ ङඳزࣴ 1.1 ୯ 1996 ԃ೯ၸႝߞݤࡕǴஒႝߞҗᚰךߦᎍБԄǶӧޑـ߈ԃٰǴफ़ሽᝡݾஒࠔեሽр୧Ǵࢂᅿத ٠ᕇளၨӭҔЊኧϷѱэǶޣԖਔߡаᓬඁДચሽБਢٰ֎Їޣय़Ǵׯࣁ҇ᔼϯᔼǴӚεႝߞֽޑᘐ ДଅᛦҬДચϐঁǴЪՉ୍ܺӧႝߞ٣ύࢂঁֹӄ٩࠼ЊـشДચБਢӧႝߞύ٠όޑᓬඁޣӆ ҔЊѳ֡ଅ(Average Revenue Per UserᙁᆀARPU)ቚуǴД܈ՉᎍౣคߚࢂఈҔЊኧޑޣౢǴࡺҺՖ ᔼၮᝩុΠѐǶځᕇճНྗ٬ޑۓӵԜωૈߥԖ ႫǼႝߞΟӄډ2018ԃ5Д8Вఁ໔ӚεขᗺཥᆪᓐచࣣࣁႝߞᓪᓐǴȨύႝߞँ᠍ǴрДચ499ϡӞ চߐဦុ܈(ᙁᆀ:ឫዸ)ޣय़໒ᏯȩൔᏤǶ٠࠹ѲԾܴВଆज़ਔ 7 ϺǴόፕࢂཥҙᒤǵឫՉႝ၉ဦዸᙯඤ ҇ΕߐץᅿၗБਢǶஒচӃ߳ज़ैϦ௲ᚈႫБਢᘉϷӄ҇ǴЇଆεٿДચ299/499ϡٮऊϐ࠼Њ֡ёҙᒤǴග فѱ௨໗ཟҙᒤǴᔍᆀࣁȨ499 ϐȩǶ೭җύႝߞჄǴѠεǵᇻॐӕᄽрǴӄѠ҇߅ ޑεᔍǴᡣঁอයߦᎍޑႝߞၗБਢǴཀѦԋႝߞўޜ๊ࡕޑҙᒤ॥ዊǶ ϙሶচӢёаᡣύႝߞ೭ԛჱᜫ፝ҾຝᆶߵᔼԏᕇճΠຳ॥ᓀǴΨाрߦᎍБਢሽᏯǴۭډ ኧᏵၗϩٰύႝߞࣁՖԖӵԜགྷݤᆶբǶ܈ё၂ၸፕ܈ᏯݾǻޑԋΑёૈؒԖគৎ ೯ૻѱཷݩ 1.1.1 (ᙁᆀ:NCC)നཥՉ೯ૻѱीၗૻǴҞ4GՉ೯ૻҔЊኧǴᕴीӅԖ2,930.6ہ٩୯ৎ೯ૻኞ ԛǴࣁѠεځҔЊኧ1,064ЊǴѱэଯၲ36%Ǵ៌ۚѱᓪᓐǶޑϐύǴЀаύႝߞޣҔЊǶӧΟεႝߞ дႝߞуᕴǴځҔЊኧ715.7 ЊǴѱ э 24%Ǵ௨ӜಃΟǴԶޑҔЊኧ721.5ЊǴѱэ25%ǶᇻႝߞޑঢεᄡΠ Οε)ޣςคݤܴᡉගϲϐΠǴѱࠅӸӧϖৎႝߞҔЊኧीӝӅԖ429.4ЊǴѱэԖ15%Ǵӧሡ ᄊ༈Ƕޑౢࠔ۶Ԝϕ࣬ᝡݾǴԋჲэѱޑࢂௗ߈܈፦࣬ӕ܄ٮλ)ගٿ 1.1.2 ೯ૻѱᖿ༈ ख़ᇟॣ೯၉ϷᙁୃޣǴᡣ٬ҔՉႝ၉ՉࣁΨᒿϐׯᡂǴவа۳٬ҔޑᒿਔжዊࢬၗૻදϷᆶኧՏϯ крк ВගϲǶ୍ܺޑૻ୍ܺᙯԶ٩ᒘՉᆛၡኧᏵᒡǴᏤठᇟॣ೯၉୍ԏΕКख़ВΠྖǴϸϐՉኧᏵᒡໆ 2019ԃQ3Չ೯ૻኧᏵᒡໆཥቚ40ሹӭኧᏵҔໆ(GB)Ϸ2018ԃଆεډ٩ᏵNCCѱीၗૻፓᡉҢǴ2015ԃ ҢǶ܌ਔжᆶեሽДચςԋжᖿ༈Ǵӵკ1ޑДႝߞၗόຬၸ600ϡǴᡉฅ٬ҔՉኧᏵᒡޣޑӭ
კ1 Չ೯ૻѱᡂϯ ᐒزࣴ 1.2 Ⴋ୍ܺǴׯᆛϩဂભຯीБਢǶ2017ԃΟεႝߞډ2016ԃ5ДႝߞΟߚதԖᓨࠨӦӅӕଶΑᆛӞ ཥҔЊډႫߦᎍБਢٰ֎ЇҔЊϲભ٠ᘉεډҔЊᙯඤ4G୍ܺǴុрύሽՏДચ699ϡᆛӞسϦљࣁচ3G ۶Ԝϐ໔ۘӸޣ࠼Њဂᆶගϲ4Gഢ٬ҔϐբݤǴᗨฅӚৎႝߞךԾڰΨёҙᒤǴԶ೭٤ՉᎍౣӢࣣࣁᎡ ᔼԏ෧ϿǶךᔈ၀όЬճҔሽᝡݾٰᡣԾيӧᝡݾᒉౣགྷݤՠҁ ႫБډႫߦᎍБਢ(ᙁᆀ:499ϡӞډեሽДચ499ϡᆛӞޑ2018ԃ5Дύႝߞ२ԛЬра҆ᒃВӜက ډᆛӞޑၟрӕሽՏޣдႝߞځႫБਢৡຯࣗεЇଆ҇ཟᒤዊǴΨᡣډӞޑр܌ਢ)ǴКଆа۳ ..ᐒޑаϷԜԛϐफ़ሽᝡݾۓୢᚒǴхࡴࢂցቹៜᔼԏǵ۳ࡕՉᎍБਢुޑ՜ۯԖ܌ࡕǴ״ႫБਢٰᔈᏯǶᏯݾ่ ǴԖуаޑޜ໔Ƕ ޑҞزࣴ 1.3 Չᎍᝡݾ٠ᕕှჲэѱύ៝࠼གྷݤаϷځႫБਢᢀჸډեሽДચ499ϡᆛӞޑр܌ᙖҗԜԛύႝߞ ٠ၸԛભၗᆶৎೖፋֹϩǴᔅշႝޑుΕ׳યΕՉٳஒᖻֽፕزҾࡕុӢᔈϐౣǶҁࣴ ቹៜਏᔈᆶ҂ٰౣวǶޑٰ܌ՉࣁᜢᖄǴаϷВࡕޣుΕΑှǴୖᆶեሽᝡݾࡕុ่݀ᆶޣߞ ࢬำزࣴ 1.4 ЎޑǴௗ٩ᏵᇆٰޑङඳǵᐒϷҞزࣴډЬᚒБӛǴزࢬำԋӅϩࣁΖঁ໘ࢤǴ२Ӄዴᇡࣴزҁࣴ ፓ٠Չኬҁၗـᝡݾϩǵ៝࠼ཀزБݤᆶჹຝǶӆٰஒၸঁਢࣴزϐࢎᄬǴ٠ዴᇡࣴزՉǴࡌҥࣴ ҢǶ܌٠ᘜય่ፕ๏ϒࡌǴӵკ2่݀زᇆᆶϩǶനࡕኗቪࣴޑ
ࢬำزკ2 ࣴ
2.Ў 2.1 ႝߞ୍ܺѱ ԾҗϯǴ1996ԃ೯ၸႝߞΟݤႝߞ٣ϐᅱޑՉಖᆄഢۈႝߞ୍ܺѱӧѠচࣁϦᔼ٣Ǵ1987ԃ໒ ೯ߞ୍ᡣѠঁႝߞѱςࢂֹܫ໒ᆶᔼύႝߞިҽԖज़Ϧљॄೢϩᚆࡕω҅໒ǴԶ1997ԃଆ 2014ԃ҅ԄᙯǴᕵฅ๏ܭᝡݾϐֽय़ǴаӢᔈӃ୯ৎႝߞԾҗϯϐᖿ༈ǶਔԿϞВǴᒿՉ4G୍ܺܫӄ໒ όӆ٩ᇟॣႝ၉ᙯԶ٬ޣೲԋߏǴᡣזᆛၡᡏᡍǴΨӢԜջਔ೯ૻ೬ᡏҭᒿϐஙଆޑۓᛙ׳ז׳ޣ Ҕᆛၡ೯၉ǴԶԋႝߞޣޑᔼԏᕇճ෧ϿǶ
крл 2.1.1 ঁਢϦљङඳ ႝߞౢǴԾ1980ԃܫБҬ೯ႝߞᕴֽᔼǴࣁȨႝߞԾҗϯȩࡹ٠໒۔ႝߞ୍ܺ٣চҗޑ୯ך ȨҬ೯ޑϒ҇໔ҾуΕᝡݾᔼǶ1996ԃ7Д1ВǴ٩ᏵҥݤଣΟ᠐೯ၸࡼՉܫஒႝߞѱ໒Ǵۈжࡕය໒ ȩǹӝᆀႝߞΟݤǶԶҬ೯ႝߞᕴֽٯঅ҅ਢȩǵȨႝߞݤঅ҅ਢȩǵȨύႝߞިҽԖज़Ϧљచٯႝߞᕴֽಔᙃచ ႝߞ٣ᔼၮߐ҅Ԅϩപ٠ϦљϯǴԋҥȨύႝߞިҽԖज़ϦљȩǴᙁᆀύႝǵCHTǴΨࢂᆵҞΟεޑ ႝߞޣϐǶ ਢϦљཷݩঁ 2.1.2 ȐȑЬा୍ҞǺ 1. ႝߞ୍ܺǺᇟॣǵጕႝၡǵᆛሞᆛၡǵቨᓎᆛǵඵችࠠᆛၡǵᔕᆛၡǶ 2. ၗ೯ૻ୍ܺǺጕቹຎǵᆛၡၗύЈǵᆄၮᆉǵނᖄᆛǵၗૻӼӄǵҾӝǵՉуॶǶ ȐΒȑ୍ख़ᗺǺ ೯ߞႝߞ୍ܺࣁਡЈ٣Ƕۓڰ೯ߞǵᆛሞᆛၡϷ୯ሞۓڰଞჹ୯ϣՉ೯ߞǵ .1 ΓǵৎǵҾΟεѱӚᅿඵችϯ୍ܺᆶှ،БਢǴගϲҾ࠼ঁٮख़ᗺǴගܗICT ᔈҔ୍ܺࣁ߈ය٣໒ .2 ѦѱǶੇک୯ϣܗЊᔼၮਏǴቚ࠼Њғࢲ ᅽࣸǴ ႫБਢډϡӞ 499 2.2 2.2.1 БਢޑଆӢ 2018ԃ4ДрȨϦ௲ܭୢᚒВᖿᝄख़Ǵ൩ႝߞ୍ܺ۶Ԝ໔ᝡݾᐟਗ਼ཟ࠼ǴΨӢӵԜύႝߞکѱႫܭҗ р࣬ӕБਢٰᔈᏯǴҔ٠ߙǶࣁӢᔈԜౣǴѠεঢεᆶᇻႝߞΨӕڙᚈႫБਢȩᡣόϿϦ௲Γࣁϐ ଏǶਔ႖൳ВǴᇻႝ״၀Д่ۭܭЇᛈᗺϐǶԶႝߞΟচुଞჹϦ௲࣬ᜢБਢޑ൩೭ኬশΠঁਢ٣ҹวғ ځ܈499ϡόӕДચၗભຯǴٰ֎Їཥ࠼Њҙᒤډ299ϡٮ࣬ӕᓬඁၗǴኬගޑߞᆶLINEՉႝӝբр Ԗ܌ᔈϦѳჹࡑдႝߞགྷឫዸϐ࠼ЊǶՠ၀БਢԴ࠼ЊࠅόҔǴࡺЇଆόᅈǶόΦNCC๏ϒᜢЈ٠ࡰᏤǴा ႫБਢӆԛӀܴ҅εрǶӢόᜫ࠼ЊᝩុࢬѨǴࡺύႝߞ࠹ѲϐډǶԜբǴᡂ࣬ᡣեሽДચᆛӞޣ ၟрޣдႝߞځϩǶԶ၀ᖐᡣيрȨϦ௲Бਢȩа҆ᒃࢲӜက໒ᏯǴज़ਔҙᒤǴόज़ཥᙑ࠼Њ܌ ࠼ЊࢬѨǶڋӕБਢǴаٛ ่݀ޑ߃ 2.2.2 ࢂǴ٩ᏵNCC 2018ԃಃ1ޑཟᒤǶӢԜǴॶளݙཀޑݾӃ৮ࡕޣႫБਢǴԋډр499ϡӞ܌ႝߞΟ ཥቚуᕴҔЊኧӅԋߏ30.7ЊǶԶޣՉ೯ૻѱीၗૻύᡉҢǴԜԛ҆ᒃᓬඁБਢࢲᡣӚႝߞۑᆶ2 Ӆ10.8ǴԌନ೭٤ཥҙᒤဦޣдځཥቚኧໆϩձࣁύႝߞ12.3ǴѠεঢε6Ǵᇻႝߞ1.6ǴޣӚ ౦ǶޑԴ࠼ЊܭឫዸᙯٰϐҔЊǴ၀Бਢ٣ҹวғය໔ҙᒤਢҹໆऊΖԋٰԾޣႝߞޑவձ܈ዸ ႫБډࡋٰ࣮Ǵё࣮р499ϡӞفޑᏱԿߐѱ௨໗ҙᒤϐݩǴऩаՉᎍီޣӧБਢр೭ය໔္Ǵӭ ǶޑࢂԖਏޣफ़ሽౣӣᔐᝡݾޑΨᡉҢ೭ኬ่݀ځा্ǴޣዴѺύჹБႝߞޑਢ೭ঁሽભຯ ځႫᓬඁБਢਔǴډӢࣁ࠼ЊόᘐѦࢬǴઇϺගрफ़ሽӞޣύႝߞޑॊǴӛ؈ᛙߥӺ܌ᆕӝа ᗉխӚৎႝߞԖᖄӝՉࣁǴࡹ۬ൂՏҭԖԋҥϦځӣᔈǶΨӢӵԜǴᡣޑ࠼ЊࢬѨѸฅբр࣬ჹ܂ుޣдৎႝߞ ϩϐೕጄǶي٣(ႝߞ٣೭ኬᐱэ(ჲэܭϦѳҬܰݤٰᅱ࿎ᇥܴǴჹۓ٠ुہѳҬܰ ѱᝡݾౣ 2.3 2.3.1 ჲэѱ ܭѱ่ᄬԶჲэࢂϟޑਸঁٿԙལӝ(2018)ӧᔮᏢሦୱਜύǴᇥֹܴӄᝡݾѱᆶᐱэѱࢂ ৎቷҶᆶӅǴԶޕǶԶЬाቻǴ൩ࢂৎኧϿǴЪ۶ԜΑှుـѱࠠᄊǴӧჴሞౢύ٠όӭޑϐ໔ޣٿ Ԗଯࡋϐϕᜢ߯Ƕ҅Ӣࣁჲэѱڀᔼ،ځǴӢԜ܄ޑڋѱሽΞԖࢌᅿำࡋቹៜૈΚϷ۶Ԝ࣬ϕܭჹ ׳ᄊᝡݾǶਜύޑፄᚇǴճҔᖻֽፕٰቷ໔ᒱᆕޑᡣ۶Ԝϐ໔ϕᡂ܄ڋޑቷԖமਗ਼ޑ ሽޑۓ،ӧѱ௹ځԔጕӧ০όࢂచӀྖԔጕǴѱሡޑSweezyගрჲэౢࠔޣǴऍ୯ᔮᏢډࢂග ԔጕȩǶ٠ᇡࣁǴჲэᚰᘐቷෳሡשܧԔጕᆀࣁȨሡޑᗺǴ೭ኬܞНѳวғၨεᡂϯਔрঁ ᄊࡋࢂǺȨၟຳόၟᅍȩǶޑдቷჹԾρሽᡂځ
крм ᜢ߯ǴЪӚԾᏱޑǴᆶᇻႝߞǵѠεঢεǴ۶Ԝϐ໔൩ࢂᅿሽᝡݾٯॊǴаঁਢϦљࣁ܌ᆕӝа ൩ך൩ुଯሽǹϸϐǴჹЋुեሽǵךሽϐቹៜǴձΓुଯሽǵुޣдႝߞځډڙԖԾρ࠼ЊဂǴࠅᗋࢂ ਢǶঁٯޑزᡏ፦Ǵ൩ႽҁࣴޑОගΕȨᖓճȩوౣᖐᏤठᔔᄳޑुեሽǶՠԖਔ࣬ϕᝡݾ 2.3.2 ჲэѱޑೕጄ ٣Ьᆅᐒᜢϐᅱ࿎ᆅǴՠޑҞڙ፦Ƕᗨฅႝߞ٣٩ݤೕ֡ᔈ܄ԖԾฅᐱэϐڀᇡࣁޔႝߞ٣ ႖ԃ٩ݤܭΑȨϦѳҬܰݤȩ٠ۓڋ1991ԃ2Д4ВܭдՉࣁϝԖၴϸϦѳҬܰϐဤǶࡺࡹ۬ᐒᜢځϩႝߞ٣ϐ ᆶજׇᆢៈᆅǶڋٰᅱ࿎ѱᝡݾᐒہҥϦѳҬܰ ᖻֽፕ 2.4 ࡘԵБӛǴޑ܄سڀ׳ޣǴ٠๏၀ፕ٬ҔزຝՉᘜયаՉࣴޑǴᖻֽፕࢂஒჴሞقεठԶ όӕǴёаϩрόޑวጔҗǶ٩ྣᖻֽϩᜪፕᄬय़ޑΠჴሞςวғ٣ҹ܈ॊှញᐕў٣ҹ௶ޣշ٬Ҕڐ ᖻֽᆶکᖻֽБԄࣁ:ᄊᖻֽᆶᓉᄊᖻֽǵӝբᖻֽᆶߚӝբᖻֽǵ႟ޑـӕᜪձǴԶჴሞӧᕉნύၨࣁத ᖻֽǵԛᖻֽᆶख़ፄᖻֽǶکߚ႟ ѳ֡ำࡋǴҺՖৎۓࣁኧӭਔೕኳࣣࣁޣᔈᜢ߯ǴӢڥࡕޑۓჲэᆶᖻֽፕύԖقԶ ၨϿਔܰԋჲэѱǴᝡݾำࡋ࣬ޣа۶Ԝᝡݾำࡋ࣬ჹեǶԶ܌բόϼૈׯᡂѱᕉნǴޑޣ ηٰ࣮Ǵٯѥҍ֚ნޑᖻֽፕύܭਢ٣ҹҔঁעࡕុஒزϐֽय़ӢᔈԶғǴԶҁࣴفჹගϲǴ೭ਔӚᅿϭЈର Ƕ่݀ޑౢғ܌ႫБਢǴӧҬϕᝡݾΠډගрեሽДચᆛӞ܌ޣрԜԛႝߞ 2.5 ޕሽόϦѳ ᆶ่݀ޑကࣁȨ٣ۓޑ܄ਔ໔ᗺᆶၸำǶԶሽϦѳޑ܄ղᘐሽϦѳޣၸѐ൳ԃǴӭፕаှញ ကࣁǺۓύزҁࣴܭሽόϦѳޕॊǴஒ܌ȩXia et al. (2004)Ƕᆕ܄Ϧ҅܈ڙǵёௗ܄Ԗӝڀࢂցޣٿ܈ၸำ ȩǶޑόϦѳ܈ёКၨౢࠔሽᓬඁࢂόӝٮග܌ځКၨሽࡕᇡࣁচ፤БޣȨ 2.6 ᅈཀࡋ ਏ܈ڙགޑډளܭᆣǴԶ೭٤ᆣϸᔈྍԾޑౢғ܌߄Ңᅈཀࢂᅿᡏᡍౢࠔᆶ୍ܺࡕزOliver(1981)ࣴ ႣයౢࠔሽᓬඁϷ୍ܺࢂٮග܌ځᇡࣁচ፤БޣကǺȨۓύஒᅈཀࡋزॊǴҁࣴ܌όኬǶᆕޑᆶයఈύ ᅈཀޑȩǶ ۸၈ࡋ 2.7 ܌ᙯඤՉࣁǴ៝࠼ჹޑՉᎍЋݤቹៜёૈЇวወӧ܈ᕉნډڙကȨ៝࠼ᏃᆅۓOliverȐ1997ȑЎύஒ۸၈ࡋ ࠼ᅈཀǴࠅϝฅ੮όՐҁ៝ډࡽ٬ςૈޣႝߞѱύӚৎޑᒍϝฅόᡂȩǶᝡݾᐟਗ਼܍ӆᖼ୍ܺ܈ౢࠔޑ഻ӳ ကǺۓύஒ۸၈ࡋزॊǴҁࣴ܌ྍǶᆕٰޑ࠼ࢂϦљߏයᕇճ៝ޑচӢࢂલЮ۸၈៝࠼Ǵഖ۸၈ޑ࠼ǴЬा៝ي ቹៜȩǶޑѱϷወӧӢનڙᒍ٬дॺό܍ᒍǴԶ೭ᅿ܍ᅿޑ҂ٰុ٬Ҕ၀ࠔจ୍ܺܭჹޣȨ
Бݤزࣴ.3 ࢎᄬزࣴ 3.1 Չᎍᝡݾౣǵ៝࠼གྷݤϷࡕុਏᔈځႫБਢȩǴϩډаύႝߞрȨեሽДચ499ϡᆛӞزҁࣴ ሽόϦѳǵᅈޕБԄаڔਢ٣ҹϐᝡݾౣϷࡕុӢᔈǴ٠ၸୢঁܭჹޣϐቹៜǶ२Ӄаᖻֽፕϩ၀ ճҔৎӜೖፋԶΑှႝߞᓪᓐ߃ཀӛϷ࣬ᜢԵໆǴനࡕޣਢϐ࣮ݤǶӆঁܭჹޣཀࡋϷ۸၈ࡋٰଞჹ ॊǴஒଞჹ܌ݩǶᆕӝаރቫय़ᆶ҂ٰՉ୍ᔼၮϐޑҞቹៜޣ၀ܭаԛભၗኧᏵՉϩঁਢ٣ҹჹ ҢǶ܌ࢎᄬǶӵკ3زՉᎍБਢගр࣬ᜢࡌԶᘜયрࣴۓڋ۳ࡕ
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ࢎᄬკزკ3 ࣴ
ϩزਢࣴঁ 3.2 ကۓޑزਢࣴঁ 3.2.1 όёૈख़ፄวٯਢޑǴӢࣁֹӄ࣬ӕ܄ࡴཷځǴҭԾѨ܄Ǵࡽฅঁձ൩ԖਸٯਢޑᒏȨঁਢȩ൩ࢂঁձ܌ ΑှȩϷޑфૈୃख़ӧȨ࠼ᢀ٣ჴޑزǴӢԜঁਢࣴڋфૈԖѤঁቫԛǺΑှǵှញǵႣෳǴϷޑزғǶࣴ ȨЬᢀޑှញȩǶ ᜪࠠޑزਢࣴঁ 3.2.2 Ƕزࣴ܄Ǵှញزࣴ܄Ǵ௶ॊزࣴ܄ୢᚒёаϩᜪࣁ:زYinȐ1981ȑஒঁਢࣴ ᡯำׇزࣴ 3.2.3 ȐȑፕᔈҔǺ ၸำሡा٬ҔӭᅿၗԏБԄωૈᕇளޑϐङඳᆶ٣ҹวғޣፕᔈҔٰΑှᆶঁਢႝߞܭჹ ၗٰྍԖΠӈϖᅿYin(1989ȑǺЎҹǵᔞਢၗǵޑـ၁ჴЪкϩǶԶத วғǴΕᖻނݩᆶჴރௗᢀჸ٣ҹޔॊǴஒၸЎҹǵᔞਢၗаϷ܌Ƕᆕӝаނௗᢀჸǵჴޔೖፋǵ ᆶ҂ٰਏᔈǶ่݀ޑౢғ܌ѥҍ֚ნှࡕុޑፕύֽ ȐΒȑೖፋǺ ೖፋхࡴߚ҅Ԅೖፋǵ҅ԄೖፋǵుࡋೖፋǶԶೖፋύനख़ाޑΟঁπբ൩ࢂගୢǵ᠋ǵӣᔈǴΟޣஏόё ጔଆǵޑႫБਢډ499ϡӞܭୢᚒٰᕕှ߃ჹޑ܄ॊǴஒၸӜৎೖፋБԄଞჹԜԛঁਢౣ܌ϩǶᆕӝа ၸำǵࡕុϷ҂ٰϐ࣮ݤǶ
ፓـ࠼ཀ៝ 3.3 ीڔჹຝϷୢزࣴ 3.3.1 ࣮ݤୢเϷԖǵคҙᒤঁਢϐ៝࠼ᆶӚᡂኧ࣬ᜢୢᜢޑႫБਢȩډȨύႝߞ499ϡӞܭଞჹ࠼Њჹزҁࣴ ဂբࣁၗԏٰޗ߾аᆛၡܫวڔԖୢࣣ௦ҔլϖᗺЁࡋໆ߄Ǵ1ࣁߚதόӕཀǴ5ࣁߚதӕཀǶୢ܌߯Ǵ ኧǶڔဂ200ҽୢޗྍǴኬҁኧႣीǺᆛၡ ၗϩБݤ 3.3.2 1. ߞࡋϩǵ௶ॊीϩ ीϩǵҬΰϩ܄Ǵаߞࡋϩǵ௶ॊڀ٬Ҕीϩ೬ᡏ SPSS 24.0 բࣁၗϩϐπزҁࣴ:ڀϩπ .2 ᜢ߯ǶޑၗύӚᡂኧ໔ޑډှញᇆޑǵԭϩК 3.3.3 ᡂኧᑽໆ 1. ޕሽόϦѳ ҢǶ܌ǴӅวрΟୢаӵΠ߄1زҁࣴܭ٠уаঅׯаҔزࣴޑ(ୢਥᏵGrewal et al. (2004
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!ǶޑᇡࣁȨ499 БਢȩሽࢂόϦѳךДચБਢǴޑрޣ࣬ၨа۳ǴԜ/*1(
!ǶޑᇡࣁȨ499 БਢȩሽࢂόӝךДચБਢǴޑрޣ࣬ၨа۳ǴԜ/*2(
ǶޑᇡࣁࢂόϦѳךдଯၗДચБਢϣ࣬ӕǴځБਢϣᆶ 499/*3(
2. ᅈཀࡋ ᡏᅈཀࡋޑޣႫБਢࡕǴჹႝߞډӧᒤ499ϡӞޣǴٰᑽໆزࣴޑ(ୢਥᏵKuoǵWuᆶDeng (2009 ҢǶ܌Ǵӵ߄2زҁࣴܭ٠ӈрΟঁୢаҔ ߄2 ᅈཀࡋୢ༼߄ ᑽໆୢ
!!ၗᗋाӳǶޑᇡࣁКႣයךрȨ499 БਢȩࡕǴޣԜ/*1(
!!!ᅈཀǶډԏૻࠔ፦གޑޣჹԜךрȨ499 БਢȩࡕǴޣԜ/*2(
!!ᅈཀǶډག୍ܺޑޣჹԜךрȨ499 БਢȩࡕǴޣԜ/*3(
۸၈ࡋ .3 ׳ගϲޣႝߞܭǴӧࡕុࢂցჹޣޑႫБਢډჹຝȨԖȩҙᒤ499ϡӞزୢǴଞჹࣴঁٿᆕӝॊ ۸၈ำࡋٰКၨǶޑଯ ҢǶ܌Ǵӵ߄3زҁࣴܭ٠уаঅׯǴ٠วрϖঁୢаҔزࣴޑ(ӢԜୢୖԵԾ Yang, Peterson (2004 ߄3 ۸၈ࡋୢ༼߄ ᑽໆୢ
!ຑሽǶޑय़҅ޣдΓϟಏԖᜢԜځӛךрȨ499 БਢȩࡕǴޣԜ/*1(
!ǶޣΓᙚԜޑـཀךӛ၌ךрȨ499 БਢȩࡕǴޣԜ/*2(
Ƕ୍ܺ܈ౢࠔޑޣ٬ҔԜ϶ᙚᒃܻӳךрȨ499 БਢȩࡕǴޣԜ/*3(
!ౢࠔϷ୍ܺǶޑٮගޣុӦ٬ҔԜךрȨ499 БਢȩࡕǴޣԜ/*4(
!ౢࠔϷ୍ܺǶޑٮගޣӭԜ׳ቚуᒧᖼךрȨ499 БਢȩࡕǴޣԜ/*6(
ෳ่݀ڔୢ 3.4 ύਥځႫБਢ16ҽǶډύԖਏኬҁኧх֖Ȩคȩҙᒤ499ϡӞځ33ҽǴԖਏኬҁኧࣁ33ҽǴڔરҁୢܫෳว Ƕ܄Ԗؼӳठڀᡂኧـ0.7ǴᡉܭᏵԖਏኬҁՉӚୢߞࡋϩǴӚᄬय़ϷᑽໆୢCronbach's ͉ࣣε 3.5 ԛભၗϩ ΑှǴεӭᔈزϩࣴޑၗӆբޑᔈҔǴᙁൂٰᇥࢂςวғ٠Ӹӧޑԛભၗϩࢂࡰჹԛભၗ ᚒǶޑၗѐќঁӄཥۈࢂ٬Ҕচ܈่݀ޑၗۈҔࢂଞჹচ ԛભၗٰྍ 3.5.1 ႝߞǵᝡݾǵՉᎍՕՕౣЎ٠уаϩܭ࣬ᜢЎ:வᆵറᅺγፕЎᆛǵӚεයтǴཛྷ൨٠ԏ࣬ᜢ .1
крп ݩǶރቹៜаϷࡕុวёૈϐႫБਢȩ߃ډȨ499 ϡӞޑр܌ޣᜪǵගрύႝߞ БीԃൔᆶൔኧӷǵፓൔǵᚇᇞൔᏤǵፕᏝຑፕǾǴаࡌ۔ౢၗ:வࡹ۬ᐒᜢीኧӷǵ .2 ჹຝঁਢ٣ҹϐΑှǶزҥࣴ ஒၸᇆ٣ҹ่݀ኧᏵаϷଞჹӚȨύزॊǴԛભၗςࢂࡽԖ่݀ϐ٣ჴၗǴࡺࡕុ࣬ᜢࣴ܌ᆕӝа ࡕុᔼޑႫБਢډԜԛ499ϡӞܭႫБਢȩፕᕴ่ၗՉǴ٠ගр࣬ᜢୢᚒϩǶ२Ӄჹډႝߞ499ϡӞ ᡂϯǴࢂցЇଆࡕុՉᓬඁБਢࣁեሽᖿ༈٠ቹៜޑݩǴԶࡕុ࠼ЊᡂϯኧаϷ҂ٰӝऊය໔ႝߞѱރԏ ?วᆶᔈҔޑ࣬ᜢᓬඁԶቹៜ҂ٰ5G୍ܺុۯ၀ঁਢ٣ҹӝऊයᅈࡕǴࢂցӧޣՖᅿำࡋǴӆډ
่݀زࣴ.4 ϡБਢᝡݾϩ 499 4.1 ᖻֽፕϩ 4.1.1 ύΞаύႝߞ࠼ЊࢬѨനࣁܴᡉǴᗨΟεႝߞځǴޣдځ߈ԃٰΨӢեሽДચࠩਏᏤठӭҔЊᙯඤԿ ԛཥᓬඁǴـ࠼Њኧӧុ෧ϿϐΠаठቹៜᔼԏճዎΠफ़ǶҗԜёځᑽǴՠלԖගр࣬ᜢՉᎍБਢٰϕ࣬ ᖻֽǶޑ࠼ЊኧࣣୖᆶཥךࣁߥៈԾޣрӚৎႝߞޑБਢ բޑ໔ૈӝբ٠௦ȨϩဂભຯȩၗБਢޣҗ٣ҹၸำǴаȨᖻֽϩȩࡕٰ่࣮݀Ǵӵ݀Ӛႝߞ ଯǵύǵեၗБਢΞёаᡣ࠼ЊᒧଛӝϐҔໆԏޑٮග܌ύځݤǴନΑӣԏࡌԋҁਏᆶᕇճගϲϐѦǴ ϐǶΒٰΨޣд٬Ҕځό٬ҔǴ՞ᏵၸεᓎቨᏤठቹៜޣб)Ǵ೭ሶٰёှ،ٛЗࢌ٤٬Ҕޣ٬Ҕ)ሡ܌ ࠼ЊဂǴၲԋᚈគޑаϷᏱԖଯ۸၈ࡋ୍ܺޑӳ׳٫ǵԏૻ׳ࠔ፦ٮᙖҗӚԾᕇճٰࡌගϲ࣬ᜢ೬ฯᡏഢǴග ϐֽय़Ƕ(ޣǵޣႝߞ) วғၸำǴเਢࡐܴᡉӦࡰрǴӵ݀ӚৎޑԜ٣ҹܭǴӧঁਢύаѥҍ֚ნٰҔޑࢂჴزՠགྷಖ Дચၗ࣬ჹޑঁႝߞѱځႫਢȐёૈၴϸϦѳҬܰݤύᖄӝՉࣁϐᅪቾȑǴډႝߞଆଶЗᆛӞ ᓐᅍޑٛǴႝߞΟҺፔΨόඪװৎႝߞϦљӧϕ࣬ᕇճٰ࣮ǴࢂεৎளճǴՠӢࣁޑޣܭගଯǴჹ ǴϸԶᡣѳሽ״ႫДચБਢؒԖ่ډᡣঁѱᕉნύѳሽӞ่݀ځౣᏤठ࠼Њᕓ໔εໆࢬѨǴޑሽǴаխᒱᇤ ӛեሽᝡݾǴΨԋሽൾӍൻᕉᏤठᚈᒡǶو Չ೯ૻᔼԏ(ሹϡ)ӧ૰ଏǶᗨ೭ޣॊǴҗঁਢሽᝡݾࡕǴҞঁႝߞѱᕉნύӚৎ܌ᆕӝа дځǴύႝߞගр၀ज़යБਢΨࢂࣁٛЗޕԛࣁύႝߞЬफ़ሽୖᆶѱᝡݾǴՠӵॊঁਢ٣ҹଆӢள եሽߦᎍБਢٰᡠ१ΟεٮߏԃගޣλႝߞٿдځܭՉᎍЋݤǴӆॐޑӧѱᝡݾౣཟღ࠼Њޣεႝߞٿ ่݀ځࣁफ़ሽޣηύǴܴᡉࡰрӚႝߞٯѥҍ֚ნܭБኧॶၗΕ۔ǴᏤठ࠼ЊဂόᘐࢬѨǶӵஒޣႝߞ ҢǶ܌ॿϐวғǶӵკ4௳ٿࣣࣁᖝཞ٠ԋ
ᔼԏཷݩޣკ4 Ӛৎ ԾڗȨႴᓰङࠇȩٰᕇޑԛ՟ЯၸޣӚঁႝߞޑှញ่݀ϐΠǴ٩ᏵॊǴݩޑԶӧፕౣϩ ճǴჴሞޑၨεڗᒉيౣǴᗨ࣮՟ૈࣁԾޑжӝբᖻֽڗݩΠǴதаߚӝբᖻֽٰޑճǴѝाӧӭኧي ሪຫຫλǶעӭᗺǴόெЬډဂᡏճǶඤѡ၉ᇥࣁΑᡣԾρϩޑࠅεໆ឴࣊ঁౢ යډኗቪය໔၀ᓬඁБਢςزϦ௲࠼ЊဂǴ࡞ѯҁࣴۓࣁཟღज़ޣԶԜԛफ़ሽᝡݾќঁЬӢΨࢂӚ ډ࠼ЊǴӆམଛБਢӝऊޑي499ൂႫ/599ᚈႫȩБਢٰ୮Րҁ/299ុۯౣࣣࣁрਉ੮ȨϦ௲ޑޣаठӚႝߞ යȨᙁૻȩǴวଌԿ߃ឫዸᚆ໒ϐҔЊࢂցૈӧ֎ЇӣࢬǶԜԛޑਉ੮БਢΨᡍΑϐႣǴஒӆԛ໒௴ख़ፄ
крр යஒӆ௪ଆႝߞќݢ៝࠼ߥፁᏯǶډޑեሽДચᖿ༈ǴႣȨ499Бਢȩុۯᖻֽ٠ 4.1.2 ԛભၗϩ уᕴՉ೯ૻҔЊኧǴ٩ᏵNCCϦѲޣԛભኧᏵၗीٰ࣮ǴӚৎႝߞޑਢ٣ҹวғǴа߈ԃٰঁ ࣬К෧ϿΑ5.7ǴۑύǴύႝߞҔЊኧ1,039.5ᆶځ2,863.8ǴډՉ೯ૻѱीᡉҢၲۑ2018ԃಃ1ޑ ҔЊኧᗋԖޣ3GՉ೯ૻҔЊᕴኧ509.4Ǵύႝߞۑ࣬Кቚу21.9ǴЪ၀ۑ4GҔЊኧ߾ࣁ820.6ᆶ سҢǶຏǺ2017ԃQ2ۘԖϩ2G܌Πफ़ࢬѨǶӵკ5ۑ࠼Њኧӧޑ218.9ǶӧीၗύΨܴᡉࡰрύႝߞ ୍ܺϐҔЊ
კ5 ঁਢҔЊኧཷݩ ᆛӞଯၗίϡаϷԖሡޑޣдځᆶيሽౣᏯϐύǴ֎ЇόϿҁޑԜԛୖᆶঁਢޣύႝߞ ࠼ЊᙯޣдځаԖ܌ДᔈᛦҔᆒᆉၸࡕว൩ᆉЍбଯᚐၴऊߎှऊӆٰҙᒤΨࢂӊᆉǶႫϐ࠼ЊǴӧډ ύႝߞӭΑ࠼ޑཥ࠼Њډ෧Ͽ࠼ЊДચଅԶ෧ϿᔼԏǴϸᢀௗԏޑ܄࣬ჹޣচႝߞܭඤԿύႝߞǴჹ Њኧ٠ӭϿံຠϩДચᔼԏǶ ݩ࣬КၨǴᡏ࠼ЊࢬѨዴރ(ᆶϐԃࡋ࠼Њኧᆶᔼԏ(ሹޣӧᐕΑঁਢ٣ҹफ़ሽᝡݾࡕǴҞύႝߞ Ȩԃफ़եȩǴޑǴՉ೯ૻᔼԏᆶ࠼ЊARPU(ཥѠჾ)ϩࠅΨܴዴޑЗՐ٠ϸቚуӭҔЊኧ()Ƕՠ࣬ϸޑჴܴᡉ ҢǶ܌ᡉฅΨӑΑॊᖻֽፕϩ่݀ύȨᖝཞȩֽय़Ƕӵკ6
კ6 ύႝߞՉ೯ૻᡏཷݩ ᔼԏ෧Ͽϐ্ǴϩձࣁȨϦ௲ޑԛӧՉႝ၉Бਢౣٿ၀ԃࡋᆉࢂᐕޣՠᝄٰᇥٰᇥύႝߞ БᆛઠၗᡉҢǴ۔εໆၴऊߎٰံຠДચၗৡሽǴ٩ᏵύႝߞڗБਢԏঁٿБਢȩᆶȨ҆ᒃБਢȩǴᗨฅ Կ2019ԃǶុۯᄊЪރ2018ԃࡋൔᕮਏᆶϐ࣬Кᗋࢂև෧Ͽᔼԏճዎϐ ᔼԏΕࣁ2154.8ሹϡǴၨ106ԃࡋ෧Ͽ5.3%ǴЬाӢࣁѱᝡٳ٠ӧިܿൔਜࡰр:107ԃࡋύႝߞӝ ᎍЋᐒᎍǵᆛሞᆛܢжቹៜǴ٬ளᔼԏΠྖǴуၗ೯ૻਢᔼԏΠफ़Ǵڗೌמᆛၡႝ၉ډڙݾϷᇟॣ୍ុ ၡᔼԏᆶMODᔼԏޑቚуǶӵკ7܌ҢǶ
კ7 ύႝߞ୍ᕮਏཷݩ ୯NCCനཥीՉ೯ૻѱךݩǴਥᏵރࡕុޣᢀჸӚঁႝߞٰ่݀ځวғޑॊঁਢ٣ҹ܌җа
крс 2019ԃࡋǴᕴᔼԏࣁཥᆵჾ1620.8ሹϡǴၨԃᡏᕴᔼԏϿཥᆵჾ139.8ሹϡǴՉ೯ૻҔЊኧࣁ2,920.8ډᡏ Ҟ4GϐARPUࣁۑҔЊѳ֡ԏΕଅȨԃफ़եȩǴ2019ԃಃ4ҔЊǴၨԃՉ೯ૻҔЊኧϿ1.2ҔЊǴЪ Ӆ෧Ͽཥᆵჾ 28.7 ϡǹӆаᇟॣ୍ٰ࣮ܺǴ2019 ԃᡏीၗȨԃफ़եȩǹۑཥᆵჾ457.4ϡǴၨԃಃ4 ҢǶ܌ԃុӛȨᚹϲȩǶӵკ8ϸᢀՉ೯ૻᆛኧᏵᒡໆ
კ8 Չ೯ૻѱᡏཷݩ ࣁᆢៈޣයӧӚډϦ௲ဂБਢǴӢᓬඁӝऊයज़ςޑᆕӝаϩၗᡉҢǴ߃ঁਢ٣ҹଆӢϐ གྷݤޣεٿдځБਢुሽΨࢂၟচҁၗ൳Я࣬ӕǴഖᗋԖޑр܌Ҟౣډ࠼ЊဂϐΠǴ໔ௗቹៜךԾ ᙯඤႝߞǴΨ߁ຎ᳐᳐Ӧ࣮ႝߞΟՖਔӆޣեሽДચᝡݾΨࢂុ֎ЇٮߏԃගޣޑλٿሡाԵໆǴЪ ճϐΠǴஒόᘐ໒௴ख़ፄᖻֽǶךࣁᆢៈԾޣ໒௴ȨᅍሽȩᏯݾǴٰௗԏȨϩȩό۸၈ϐ࠼ЊǴࡺӚႝߞ ፓ่݀ـ࠼ཀ៝ 4.2 222ҽǴӣᙟࣁ85.71%ǹڔ259ҽǴӣԏୢڔୢܫǴӅวڔୢܫว״2Д13В่ܭ2020ԃ1Д30ВଆǴܭزҁࣴ ࣁ222ҽǶڔԖਏୢ 4.2.1 ႝߞ୍ܺኬҁϩ Дႝߞ୷ҁДચߎᚐа200 ~ 599ϡэ 50.5%ϩǴύႝߞэ 62.2%Ƕ୍ܺޣीၗᡉҢǴႝߞڔୢ ДႝߞჴሞДᛦߎᚐ301 ~ 699ϡэΑ57.2%ǶനӭǶԶ ᄊЪჴሞᛦߎᚐΨ০ပރДચၗሽǴևեሽϐޑޣǴҞႝߞѱᕉნεӭ٬Ҕޕҗॊၗёள ДбрߎঁДચᓬඁགྷݤ(Дચሽाե)ᆶ(ࢂցӕ)ჴሞٮගޣႝߞܭჹޣᆶԜǴ໔ௗᇥܴрҞܭ ำࡋǶڙགޑᚐ 4.2.2 ୷ҁၗϩ 49~40 ޣ 39ྃǴэ Α 54.5%Ǵԛ~30 ܭ߾э55%Ƕԃសϩթεӭပ܄эΑ45%Ǵζ܄تձύ܄୷ҁၗǴӧޣ༤เ ଯύ(ᙍ)ϩձэΑ 60.8%ǵޣࣽǴԛޣэΑ16.7%ǶςஆэΑ50.5%Ǵ҂ஆэΑ49.5%Ƕ௲ػำࡋЬाࣁεᏢǶӆྃ ளЬाϩѲ30001-60000ϡэΑ65.3%Ƕᙍᜪձύа/୍ܺۚӭэΑ36.0%Ǵπ/ᇙ܌Д13.5%ᆶ13.1%Ƕ эΑ15.8%Ƕ 4.2.3 ႝߞ୍ܺୢเϩ ύ٬Ҕԃၗ5ԃ(֖)аύэΑ 69.3%ǶȨคȩᙯඤԛኧၸႝߞځ٬ҔಞᄍǶޑႝߞ୍ܺܭჹޣࣁΑᕕှ༤เ эΑ 66.7%ǶȨԖȩҙޣаύႝߞэΑ41.4%ǶᒧȨցȩӧᙯඤޣႝߞޑэΑ 44.1%Ƕঁ٬Ҕ୍ܺޣ ᒤ499ϡБਢϐᒧэΑ48.2%Ƕ ύࣁԴ࠼ЊဂǴϸޣႝߞԃၗ5ԃаǴӧႝߞޣीၗύᡉҢǴԖ154ՏȐ69.3%ȑ༤เڔ٠ӧԖਏୢ ޣϐ໔ၨό۸၈࠼ЊǶԶᙯඤԛኧ2~4ԛ༤เޣᙯඤႝߞܭӅ61Տ(27.5%)Ǵܴᡉࡰрࣣࣁதޣᢀԃၗ1~3ԃ༤เ Ӆ63Տ(28.4%)ᡍΑॊୢǴ߄ҢӧԜ࠼ЊဂύԖȨϩȩ۸၈Ƕ ӆޣǴኧᏵीၗჹܭȨঁႝߞޣȩᆶႝߞ୍ܺኬҁύȨҞႝߞޣȩϐୢเҞ࣬ϕჹᔈ ࢂցȨӆȩᙯඤޣ౦ᙯඤǶΨ٩Ᏽ༤เ܌ᓬඁБਢԶԖޑගрޣԜঁਢ٣ҹӢ࠼ЊᅈཀύႝߞޕКၨǴள ǶԶٯ࠼ЊဂύǴ໔ௗΑှȨϩȩό۸၈ϐКޑᏱԖيԾρҁܭჹޣύǴᒧȨࢂȩӅԖ74Տ(33.3%)ᡣႝߞޣ ୢเᚒޑኧᏵύΨளޕԜԛࢂցҙᒤ499Бਢޑ࠼ЊࣁӚъϐϩǶ 4.2.4 ߞࡋϩ ၀ኧॶܭ0.7ϐ໔ࣁύߞࡋǴեک0.35ܭ߯ឦଯߞࡋǴϟޣ٩ᏵCuieford(1965)ගрCronbach's Alphaॶၲ0.7а ڔԄԖਏୢ҅ܭጄൎǶ٬Ҕीϩ೬ᡏჹޑڙࣁեߞࡋǶNunally (1978)ࡌCronbach's αॶၲ0.7аωࢂёௗ
крт ᡂኧୢϐCronbach's Alphز0.7ǴЪҁࣴ ܭሽόϦѳǵᅈཀࡋǵ۸၈ࡋϐ Cronbach's αॶࣣεޕ:ύǴ࣬ᜢᡂኧ ϟܭ0.754ɴ0.929Ǵ߯ឦܭଯߞࡋǴӢԜ಄ӝྗǶӵ߄4܌ҢǶ ߄4 Ӛᡂኧߞࡋϩ߄ Cronbach's Alpha Cronbach's ᑽໆୢ.ޕሽόϦѳ! )ӵ݀Ҟςմନ* Alpha ᇡࣁˬ499!Б 0.861ךДચБਢǴޑрޣ࣬ၨа۳ǴԜ /2 ਢ˭ሽࢂόϦѳޑǶ! ! ! ᇡࣁˬ499!БךДચБਢǴޑрޣ࣬ၨа۳ǴԜ /3 0.882 0.929 ਢȩሽࢂόӝޑǶ! ! ! дଯၗДચБਢϣ࣬ӕǴ! 0.947ځȨ5::!Бਢȩϣᆶ /4 !ǶޑᇡࣁࢂόϦѳך Cronbach's Alpha Cronbach's ᑽໆୢ.ᅈཀࡋ! )ӵ݀Ҟςմନ* Alpha ၗ! 0.846ޑᇡࣁКႣයךрȨ5::!БਢȩࡕǴޣԜ /2 ! ᗋाӳǶ! ԏૻࠔ፦! 0.614ޑޣჹԜךрȨ5::!БਢȩࡕǴޣԜ /3 0.754 !ᅈཀǶډག !
0.516 !୍ܺޑޣჹԜךрȨ5::!БਢȩࡕǴޣԜ /4 !ᅈཀǶډག Cronbach's Alpha Cronbach's !ᑽໆୢ.۸၈ࡋ )ӵ݀Ҟςմନ* Alpha дΓϟಏԖᜢԜ 0.898ځӛךрȨ5::!БਢȩࡕǴޣԜ .1 ޣ҅य़ޑຑሽǶ!
Γ 0.890ޑـཀךӛ၌ךрȨ5::!БਢȩࡕǴޣԜ .2 ᙚԜޣǶ!
٬ҔԜ 0.886 0.924϶ᙚᒃܻӳךрȨ5::!БਢȩࡕǴޣԜ .3 ޣޑౢࠔ܈୍ܺǶ!
ග 0.896ޣុӦ٬ҔԜךрȨ5::!БਢȩࡕǴޣԜ .4 ! !ౢࠔϷ୍ܺǶޑٮ
ޣӭԜ׳ቚуᒧᖼךрȨ5::!БਢȩࡕǴޣԜ .5 0.957 ! !ౢࠔϷ୍ܺǶޑٮග ीϩ܄ᡂኧϐ௶ॊزࣴ 4.2.5 ำࡋࣁදڙрȨ499БਢȩௗܭჹޣሽόϦѳȩѳ֡ॶऊࣁ3.16ǴᡉҢ༤เޕᡂኧᑽໆύǴȨڔӧԖਏୢ ԜԛܭჹޣȨᅈཀࡋȩѳ֡ॶऊࣁ3.80ǴᡉҢεϩ༤เޑޣԖҙᒤ၀Ȩ499Бਢȩܭჹޣϐ໔Ƕӆޣٿ೯ᆶόϦѳ ڗ۸၈ޑԖၨଯޣεϩ༤เـᅈཀำࡋǶԶȨ۸၈ࡋȩѳ֡ॶऊࣁ3.928ǴᡉޑБਢԖၨଯޑр܌ޣႝߞ ӛǶӵ߄5܌ҢǶ
ксй ߄5 ᑽໆୢ௶ॊ܄ी߄ ሽόϦѳ! ѳ֡ॶ ྗৡޕ.ᑽໆୢ
Ƕ! 3.12 1.067ޑᇡࣁȨ599 БਢȩሽࢂόϦѳךДચБਢޑрޣ࣬ၨа۳ǴԜ
Ƕ! 3.07 1.085ޑᇡࣁȨ499 БਢȩሽࢂόӝךДચБਢޑрޣ࣬ၨа۳ǴԜ
Ƕ! 3.29 1.096ޑᇡࣁࢂόϦѳךдଯၗДચБਢϣ࣬ӕǴځȨ499 Бਢȩϣᆶ
!ᑽໆୢ.ᅈཀࡋ! ѳ֡ॶ! ྗৡ
ၗᗋाӳǶ! 3.79 0.765ޑᇡࣁКႣයךрȨ499 БਢȩࡕޣԜ
ᅈཀǶ! 3.74 0.744ډԏૻࠔ፦གޑޣჹԜךрȨ499 БਢȩࡕޣԜ
ᅈཀǶ! 3.86 0.745ډག୍ܺޑޣჹԜךрȨ499 БਢȩࡕޣԜ
!ᑽໆୢ.۸၈ࡋ! ѳ֡ॶ! ྗৡ
ຑሽǶ! 3.99 0.666ޑय़҅ޣдΓϟಏԖᜢԜځӛךрȨ499 БਢȩࡕޣԜ
Ƕ! 4.03 0.679ޣΓᙚԜޑـཀךӛ၌ךрȨ499 БਢȩࡕޣԜ
Ƕ! 4.02 0.673୍ܺ܈ౢࠔޑޣ٬ҔԜ϶ᙚᒃܻӳךрȨ499 БਢȩࡕޣԜ
ౢࠔϷ୍ܺǶ! 4.00 0.714ޑٮගޣុӦ٬ҔԜךрȨ499 БਢȩࡕޣԜ
ౢࠔϷ୍ܺǶ! 3.60 0.763ޑٮගޣӭԜ׳ቚуᒧᖼךрȨ499 БਢȩࡕޣԜ
4.2.6 Ҭΰϩ аϷࢂցԖҙᒤޣձȩǵࢂցȨӆȩᙯඤႝߞ܄Ȩޣ222ҽǴӧԜஒ༤เڔӅӣԏԖਏୢزॊගϷǴҁࣴ Ȩ499БਢȩϐᑽໆୢՉҬΰϩǶ ำࡋҬΰϩǶڙགޑሽ࣮ݤᆶᅈཀࡋޑሽόϦѳޕܭձȩჹ܄Ȩ .1 Дચሽ࣮ݤόϦޑрБਢޣሽόϦѳȩୢύǴᇡࣁႝߞޕձȩӧჹȨ܄ǴȨޕϩࡕ่݀ёளځ ଯǶ܄تόϦѳำࡋКډڙག܄ѳำࡋǴζ ޣ၀БਢᓬඁϷႝߞډȨᅈཀࡋȩϩǴᇡࣁԖҙᒤܭձȩჹ܄Ȩޣ༤เޑჴሞԖҙᒤȨ499Бਢȩܭჹ ำࡋၨࣁᅈཀǶڙӧག܄تК܄ԏૻࠔ፦ᆶ୍ܺǴζޑٮග܌ ำࡋҬΰϩǶڙགޑᅈཀࡋǵ۸၈ࡋܭჹޣࢂցȨӆȩᙯඤႝߞ .2 Ǵޣ༤เޑޣࢂցȨӆȩᙯඤႝߞܭኧၗൂᐱբࣁϩǴჹޑҽኧύаԖҙᒤȨ499БਢȩڔӧԖਏୢ ᡉҢǶ่݀ځҬΰϩǴޑࡕុᅈཀࡋᆶ۸၈ࡋύ ДચБਢǴޑගр܌ޣύǴᅈཀำࡋᆶ۸၈ࡋပᗺ൳ЯӧȨӕཀȩǴ೭߄Ңႝߞޣ༤เޑᒧȨցȩ གྷݤǶޑޣǴ࣬ჹ۸၈ࡋΨගଯӭЪΨၨคӆԛᙯඤႝߞޑ࠼Њᇡࣁࢂᅈཀ дႝߞځȨද೯ȩǴ೭Ψ߄Ң೭ᜪ࠼ဂǴѝाԖܭύǴᅈཀำࡋᆶ۸၈ࡋ০ပޣ༤เޑϸᢀᒧȨࢂȩ ֎ЇϐೀǴ࠼ЊԾฅЬࢬѨ٠Ъคݤਉ੮Ƕ܈ᓬඁБਢϷሽ׳ӆගрૈޣ ǴӧคҙᒤȨ499БਢȩύэΑ22.52%ǴႣӢதޣ༤เޑޣǴᒧȨࢂȩӆᙯඤڔԖਏୢܭჹޣӆ ࣁᓬඁࡺคཀᜫҙᒤǶ׳Бਢёૈޑٮග܌ޣдځ܈ϐ໔ǴЪᇡࣁ၀Бਢሽคϼε֎ЇΚޣᙯඤႝߞܭ གޣႝߞޑឦ܌܈၀БਢܭύΨӑॊϩǶჹځӧҙᒤ၀БਢύэΑ37.39%Ǵޣ༤เޑԶᒧȨցȩ ගଯΑ۸၈ࡋԶӆคཀᜫᙯඤǶيᡣ࠼ЊҁޑᅈཀǴ࣬ჹډ
кск ำࡋҬΰϩǶڙགޑሽόϦѳޕܭࢂցԖҙᒤȨ499 Бਢȩჹ .3 Ҭΰϩύ่݀ёளޕǴࢂցԖҙᒤȨ499БਢȩӧჹȨޕሽόϦѳȩୢύǴȨԖȩᆶȨคȩҙᒤޑ༤เ όϦѳǵόӝϷᆶଯၗБਢϣ࣬ӕำࡋࣣᇡࣁද೯Ǵᇡࣁᆶܭр၀БਢДચሽ࣮ݤǴჹޣႝߞܭჹޣ Ҟႝߞѱςᓎᕷрᜪ՟եሽДચБਢሽԖᜢǴᏤठ࠼ЊჹܭޕሽόϦѳคϼεϸᔈǶ 4.3 ৎೖፋ ࡕុਏᔈᆶ҂ޑႫБਢࣁᚒǴٰΑှफ़ሽᝡݾډрȨ҆ᒃᒧȩ499ϡӞ܌аύႝߞ2018ԃ5Дزҁࣴ ٿၗԏᆶǴӕਔᆶঁਢϦљҘǵΌޑϩ่݀ҭёΑှǴࡺᇶаঁਢϦљځᢀᗺǶᗨ၀٣ҹςวғǴٰ ࣮ݤӣ㎸ǴٰՉϩޑௗЪ၁ಒޔډୢᚒЇॊǴаයఈૈளޑԄೖፋܫΓγՉȨӜೖፋȩǴᙖҗ໒ޕՏ ԖୖԵሽॶǶڀزਢࣴঁٯᆶᘜયǴԶᡣԜ Ԝঁਢวܭࡋٰଞჹفޑ܄ԶፋϐѦǴӕਔவٱٱॊǴৎॺନΑӧೖፋύεБӦ܌ᆕӝೖፋϣ่݀ ୢᚒӣ㎸ύޑნǶΨவ༼֚ޑӧՉѱᔼޣύΨᗺрΑҞύႝߞځӣ㎸ǴԶޑࡕុ௶ॊܴዴޑғ ᔼѱᕉნύǴջ٬ࣁႝߞᓪᓐǴޑႝߞډǴόᜤှޑ܄ឍॊࢂᏱԖӅ೯ޑǴৎॺࢌ٤่ፕډёаᢀჸ ЬୖᆶΑՉ୍ܺեሽᝡݾǴж߄۳ࡕ4GՉޣǶԜԛύႝߞ܄ᜢϪޑԖଯࡋڀᚒޑሽᝡݾౣܭჹ 10ԃ္Ǵ 4G୍ܺᏱԖᆛၡࡌֹ๓ǵޑӅᄬՉ୍ܺسࣁեሽᖿ༈Ǵ٠ӧ҂ٰԖ5GޑДચၗև ύςࢂեሽǴۺᢀޣՉДચሽӧޣϷ࣬ᜢ୍ܺς٬ҔǴอයϣϝࢂ࠼Њ२ᒧǴӆۓ୷ӦѠኧໆӭǵᆛೲᛙ ڋाၢಥচҁ܈ϐଯճዎਔжǴࡺԏૻࠔ፦คৡ౦ϯϷၗሽεӕλ౦ΠǴډࡽ٬ӧፓΨคݤගϲ ωૈӆࡋബа۳ᄪඳǶሡޑՉᎍБਢࡘᆢϷவཥຑ࠼Њۓ
5.่ፕᆶࡌ ႫᓬඁБਢȩϐᝡݾౣǴЬाډ2018ԃ5Д8Ва҆ᒃӜကǴ२ԛрեሽȨ499ϡᆛӞܭޣύႝߞ ֎ЇǴᏤठѱэΠफ़ЪՉᔼԏΨόᘐ܌ᓬඁሽБਢٮගޣдႝߞځډڙ࠼ЊဂߏයޑيҁܭวғচӢٰԾ ፓǵৎڔᙖҗЎୖԵǵ࣬ᜢፕǵୢزයǴࡺҁࣴډԃՠӢӝऊਔਏۘ҂ٿΠྖǶᗨฅ၀ঁਢ٣ҹςวғ ჴՉаϷՉᎍೕჄޑӧᝡݾౣޣႝߞܭೖፋǾǴٰϩ၀ঁਢ٣ҹ٠ᘜયраΠϐ่ፕᆶࡌǶයఈ҂ٰჹ ଅǶ܌ૈԖۓڋ
ፕ่زࣴ 5.1 ᆶೖፋࡕǴᕇளаΠ่ፕ٠ᘜયǺڔ٠Ъᙖҗᖻֽፕǵԛભϩǵ៝࠼ୢ ȐȑᝡݾϩǺ ࣬ᜢДચᓬٮόᘐཟэ࠼ЊǴ२ԛаफ़ሽБԄගޣӧԃՉ೯ૻᔼԏΠफ़ӕਔӆуᝡݾޣǵ ύႝߞ ДચБਢሽܭჹޣдႝߞځᆶيඁБਢٰٛᑇჹЋόᘐᡠ१ϐౣǴΨӢୖᆶΑफ़ሽᝡݾ໔ௗቹៜҁ ǶڋวғΨԋࡕុՉᎍౣुሽԖΑज़ޑՉᔼԏԃΠफ़ǴԶ၀ঁਢޣόඪຩฅᅍሽᏤठӚ ࣬ӕДચሽБਢǶࡺ၀ঁٮගុۯࣁٛЗ࠼ЊࢬѨǴኬޣΒǵ ჹҞ၀Ϧ௲ᓬඁӝऊςයᅈǴӧӚႝߞ ӭǴ༈Ѹӧख़ፄեޣޑਢ٣ҹӝऊයᅈࡕࣁٛЗ࠼Њѱэ݈༧ӆԛݢǴЪԵໆ߃ҙᒤঁਢ٣ҹ ҔЊѱэǶޑيሽᖻֽٰᆢҁ ޣλٿܭᡉҢǴҞჹ่݀زࣴځሽϐౣǴڋਢБਢࢂࣁΑٛЗ࠼ЊࢬѨԶаሽঁޑΟǵ ύႝߞԜԛр дႝߞ࠼ЊᙯඤǴځեሽДચ֎ЇٮߏයගޣٿѠϐࢃᆶ٥ϼႝߞ)ᗨԖቹៜǴՠჴሞ٠คϼε্Ǵ) у᎒෧Ƕ׳ᔼճޣৎႝߞٿдځᆶيуֹ๓Ǵٗуೲҁ׳ӵ݀Չ୷ӦѠഢࡌ ೯၉٬ҔࠠܭჹޣӧѱҞЬाӢࣁޣѤǵ ΨҗԜԛ࣬ᜢԛભၗϩ่݀ࡕܴዴࡰрǴύႝߞ жϐቹៜǴ٬ளᔼԏΠྖǴӆуඵችࠠڗೌמѱДચሽᝡݾϷᆛၡႝ၉ڙׯᡂǴᡣᇟॣ୍ុޑᄊ ቚуǶޑᎍΑၗ೯ૻਢǵᆛሞᆛၡᆶ࣬ᜢ୍ϐᔼԏܢᏤठЋᐒᎍԏΕΠྖǴکЋᐒΨᖿаႫ
ксл ЊଅߎᚐᆶՉ೯ૻᔼԏᕇճ֡ΠྖǴДѳ֡ࡕ݀Ǵ٬ளঁޑԋ܌ਢ٣ҹঁޑϖǵ Ԝԛύႝߞр ᑫޑဂ೬ᡏޗБԄᅌಥႋ٬ளЋᐒᎍԏΕ૰ଏǶԶᒿޑДચၗഐΕեሽೱДચߐဦऊᖼᐒޣӆ ٬Ҕᖿ༈ǴᡣঁႝߞѱࡕុкᅈᡂኧǶޑଆᡣঁՉ೯ૻҔЊрȨख़ኧᏵǵᇸᇟॣȩ ǺـȐΒȑ៝࠼ཀ όϦѳܭ၀٣ҹวғǴჹܭჴ่ܴ݀ዴࡰрǴ࠼Њჹځϐ࣮ݤǴـ࠼ཀ៝ܭǵ ύႝߞԜԛрեሽঁਢჹ ΨਔதගޣεٿдځόᘐрեሽДચၗςు࠼ЊЈύЪӧޣλٿᘚय़ӧ܈ำࡋࣣᇡࣁද೯Ǵ Ƕޑᇡࣁύႝߞр၀Бਢჴሞࣁᔈ၀ޣ࠼ЊᙯඤǴࡺεӭኧޣдځਸБਢٰ֎Їٮ ǴޑύǴऊԖΟԋ࠼Њࢂၨࣁό۸၈ޣϐ࣮ݤीၗ่ፕᡉҢǴӆҞႝߞـԜԛঁਢ٣ҹࡕ៝࠼ཀܭΒǵ ჹ Ъคεໆཥቚሡک࠼Њ൩ӆԛᙯඤǴӧҞႝߞѱҔЊኧςႫٯၗБਢ၀Кޑӊᆉ܈ӵԖၨᓬඁ ϐΠǴჴሞाቚуՉ೯ૻᔼԏճǴѝૈவᝡݾჹЋࡩ࠼ЊǶԶҞӧႝߞࠔ፦ۘคϼεৡ౦ϯΠǴ ᖿ༈ǶޑٛᏯࢂҞװДચၗ Οǵ ჹܭȨ499 БਢȩޑрᡉҢǴεӭኧޣჹܭύႝߞޣԖଯࡋޑߞᒘǴӢр၀Бਢޑޣόѝ ߙǴж߄ӭኧΓᇡޣեሽБਢǴϸԶ२ԛрफ़ሽБਢ൩֎Їӭኧ׳рޣдځৎǴЪߏයΨԖ ӕ၀ϦљࠔจሽॶǶ ȐΟȑৎೖፋǺ ሽᝡݾౣΨाܭᔼѱᕉნύǴջ٬ҞࣁႝߞᓪᓐǴჹޑႝߞܭǴჹޕৎೖፋΨளܭǵ ჹ ӧ҅ޣǴҞύႝߞޕၸำளޑόᘐࢬѨᔼԏΕǴЪӧೖፋܭਔрׯᡂǴӆόᘐࢬѨ࠼ЊϐΠΨ Ӻ٠҉ុวࢂ२ाख़ᗺҞǶڰȨౣᙯࠠȩය໔ǴӵՖ ǴӢҞႝߞΟޑࢂόሡा໒Ѻ܈၀ঁਢ٣ҹᆶৎೖፋၸำύΨᚐѦ߄ҢǴჴሞ೭ሽᏯݾܭΒǵ ჹ ᔼԏ᎒෧ЪഐޑวғϸԶԋε൯ࡋޑԃՉ೯ૻᔼԏΨࢂԃӆफ़եЪѝࢂλ൯ࡋΠྖǴ่݀ঁਢ٣ҹ ࢂԖᝄख़ቹៜǶ܈ࡕុཥࡌഢܭՉДચѱǴᗨฅёૈᗋࢂԖᔼճՠჴሞჹޑΕեሽ ᡏǴૻဦᒿڰǴલᗺ߾ࢂܰυᘋЪၨᜤऀזᓬᗺࣁǴᒡೲኧၨځଯᓎడԯݢܭ҂ٰ 5G ୍ܺឦܭΟǵ җ ୷ᘵࡌޑԜΠǴ࣬ჹбрܭᙟᇂǴޑۓډ୷ӦѠǴωૈၲޑӭ׳ೲΠफ़ǶӢԜሡթࡌኧໆזຯᚆ ວൂǴӧҞԖሡޣளـၨࣁଯᚐǴόۓДચၗޑԋҁගଯӭǴЪ҂ٰ 5G ୍ܺᔈҔ࣬ჹ ԑբࣁрวᗺ٠ոΚബҾሽॶǴωૈӆࡋബےа࠼Њᅈཀࣁ܈ݩΠǴޑեճዎǴӣԏԋҁᄌ а۳ᄪඳǶ ࢬѨޔᝡݾჹЋόᘐӦࡩ࠼ЊᏤठܭӧՉѱ೭༧Ǵჹيҁޣᆕӝа่ፕᢀᗺϩǴύႝߞ ܌ࣁΑ֎Ї࠼ЊӣࢬޣԛӚৎុวғǶࡺيޣдႝߞځਢ٣ҹǴՠፏӵԜᜪΨӧঁزౢғҁࣴځ គৎǴޑǴࠅค҅فୖᆶޣԛ่݀ǴӚৎ۳۳ځᖻֽٰᡣ۶Ԝϕ࣬ᝡݾǶޑၗБਢࢂӧౢғཥޑр ҞޣݩǶӆރຫٰຫϿǴ໔ௗᏤठрᔼၮᕇճό٫ϐޑኧॶǴՠᔼԏΕࠅ࣬ϸޑᅆߝډᗨளޣჴሞӚৎ ஒ௴Ǵۛਔঁႝۑ2020ԃಃ3ܭයǴЪཥࠠ5GՉ୍ܺѱႣډ4GՉ୍ܺྣࣁ2031ԃωֹӄܭݤೕǴჹ ޣдځᝡሽਔжǶࡺύႝߞҞᔈ၀ሡाᑈཱུೕჄᙯࠠǴωૈӢᔈዊࢬᆶޑᚈՉ୍ܺډߞѱᕉნஒӆԛӣ ޑࡷᏯǶ 5.2 ჴ୍ࡌ ȐȑДચၗǺ ৡ౦ϯǴޑӵДચሽǵᓬඁБਢϷӝऊߏࡋǾคϼεٯሽቫय़୍ܺǴޑٮග܌ҞѱႝߞΟ ᇡࣁύႝߞёаၸჴᡏߐѱӧزДચሽᖿ߈ǶӢԜǴҁࣴޑޣ٠Ъӧᐟਗ਼ሽᝡݾ่݀ࡕᏤठӚৎႝߞ ࠼ᡍаϷගϲᙑ៝ޑӝ࠼Њǵ୍ܺӭኬϯǵᔼؼӳٮӦϯୱᔼ٠ЬрᔐǵᓬඁౢࠔϩᜪձЬග ǶޣܭрձǴЪၗගϲჹޣдځ࠼Њኧ٠ΨૈᆶۓᛙޑԖ࠼Њ۸၈ࡋǴӵԜٰ൩ૈԖਏ ȐΒȑഢࡌǺ 4G୷ӦѠኧໆε൯ሦӃࣚǴམଛ఼ᇂനቶǴՠऍύัޑٮග܌ǴҞۓύႝߞՉᆛၡࠔ፦ჺᕇѦࣚޭ ᇡࣁύزৡ౦ϯǶӢԜǴҁࣴޑ٬ҔӦคϼεޣӵᆛၡԏૻǵೲࡋǵᇟॣ೯၉ࠔ፦ǴӧεӭٯǴىԖό
ксм ૻဦׯ๓Ǵӵޑਔ॓܈࠼ЊǵୃໂӦܤӝݤቚࡌ୷ӦѠ٠Ьෳໆ٠Ϧǵᜢᚶ܄ႝߞёаၸୱ ӣ㎸Ƕـख़ຎ୧ࡕ୍ܺϷཀޣԜٰΨᡉҢрύႝߞ ȐΟȑҾຝǺ ࠼ЊډύႝߞԖΑׯᡂǴӢؒԖкϩԵໆޑЈύԖؼӳҾຝޣਢ٣ҹǴᡣচҁӧঁޑԜԛวғ ҙᒤΓዊǴᏤठ࠼ܺጕᆶ୍ܺΓࣣคݤϯǴЇଆ҇аޑሽৡ౦Ǵрය໔Ψ࠼ນόᘐԶᚳεשаϷ ࣬ޣдځՉБਢДચሽᆶޑޣᇡࣁύႝߞޣϷՈԠϐጜӜǶӆуа۳ۘ҂уΕफ़ሽᝡݾǴѦࣚ ᇡࣁࡽฅ၀٣ҹςวғǴΨԖӭኧҔЊҙᒤԋф٠٬ҔᅈཀǴั༾ӣံҽҾزКၨࣁܳǶӢԜǴҁࣴ ຝǴࡺࡌёଞჹȨՉ୍ܺȩрҾຝቹТٰၲᓬ፦୍ܺǵుϯ࠼Њᜢ߯Ϸߦౢࠔᎍ୧ϐҞǶ ᆶ҂ٰࡌڋज़زࣴ 5.3 :ᆶ҂ٰࡌЬाϩᜪࣁаΠ൳ᗺڋज़ޑزӧࣴ :ڋज़ޑਢঁزȐȑࣴ යᆶډ࣬ᜢၗᗲϿǵᓬඁБਢۘ҂ܭ၀٣ҹࣁ२ԛวғǴჹܭϐჹຝԖൂঁਢϦљϷ٣ҹǴҗزҁࣴ ޑৎЬᢀ܈ǴΨคݤࡐֹ๓ᕇளঁਢϦљ߃ભၗբࣁϩǴЪёૈӢࣁঁΓڋज़ޑ၀ঁਢ٣ҹࢂҞՉԄ ౢ܈ޣيҁܭคݤֹӄҔ܈ፕᆶࡌ่ځǴ่݀زࣴޑၗόుΕǴԶౢғୃৡޑڗ࣮ݤǴаϷவύᕇ ǶޣѬᝡݾځޑύ ߃གྷݤᆶӄᇮૈޣύႝߞܭளǴჹڗуܰ׳යۛਔ࣬ᜢ߃ભၗډ၀ঁਢ٣ҹӝऊջஒܭࡌ:ჹ ۯ༈Ѹഌុр࣬ᜢՉᎍౣБਢаٛ࠼ЊӆࡋࢬѨЪ҂ٰᚈՉ୍ܺஒӅᄬǴࡌёޣӚႝߞޣࣁܴǴӆ׳ ၗբࣁϩКၨǶޑ5GՉ୍ܺᆶ4GՉБਢගрܭჹޣ၀ঁਢ٣ҹࡕុ٠ଞჹႝߞុ :ڋज़ޑȐΒȑၗԏ ႝηၗᆶ࣬ᜢຑፕᆛઠǵޑԛભၗǴவᆵറᅺγፕЎᆛǵӚεයтаϷᏢਠკਜᓔޑᇆ܌زҁࣴ ႝߞѱᄊǶќޑനཥډǴคݤ఼ᇂڋज़ޑပৡЪϩၗԏԖਔ໔܌Ԗ܄ֹޑཥᆪൔᏤၗૻǴၸำύ ӣԏࡕวϩځǴՠޣᓬᗺᗨࣁคݤவύᇨᏤ༤เځǴܫวڔဂБԄՉୢޗЬाࢂаၸᆛၡزѦǴҁࣴ Ǵԃសϩթεӭޣ༤เޑஒ߈ϖԋϖ܈ᙍᜪձޑ/୍ܺޑӵԖΟԋϤٯύǴܭ୷ҁ࣬ᜢၗၸޑޣ༤เ ਢ่ፕᆶࡌǶঁޑزࣴډǴёૈቹៜྃ 39~30 ܭပ ᙍǵᏢᐕǵԃសޑҞزӳࣴۓ࠼ՉࣁǴёаӃՉΑှ٠៝ޑӵाϩႝߞՉޣزࡌ:҂ٰࣴ ҞǴቚޑኬҁኧӭᅿόӕډဂԏၸӭኬҁǴаၲޗǴΨёᗉխӕᆛၡڔᇆୢٯКۓ࣬ᜢϩթКǴࡪԜ ᒱᇤǶڔҞǴΒٰё෧ϿคਏୢۓᒧޑǴٰёаԖਏڔરҁୢܫǴԜѦǴҭёԿჴᡏ۫Ѧว܄ӭኬزуࣴ :ڋज़ޑౣޣȐΟȑႝߞ ޑزݩǴԶӧঁਢࣴރᝡݾޑѱᄊБय़ǴДચၗሽςࢂߏਔ໔ុܭჹޣϐჹຝύႝߞزҁࣴ ࠼៝ܭ၀٣ҹวғωᆉࢂϦ໒२ࡋୖᆶफ़ሽᝡݾǴฅԶჴሞᗋԖӭႝߞДચၗǴคݤֹϩჹډޔϦљǴ ࣮ݤϷགྷݤǶ ДચၗޑȨЈቫय़ȩຑǴ٠ЪӧӭޣၗБਢǴёӃவε܄ӆගрౣޣࡌ:҂ٰύႝߞ ᅈཀࡋගϲΨගଯΑҾຝǴϸϐӝऊډҔࣗаၲڙ࠼ࣁϐ៝ϕ࣬ᝡሽǴฅ߃ޑښሡाѳᑽǴӵ ӧوٰڙགޑдཞǴΨࡌाԖȨႣයЈȩځᓬඁ෧ϿΞёૈԋεໆ࠼ЊࢬѨаϷбр܈යࡕӵၗፓϲډ ࠼Њޑനय़Ƕ
6.ୖԵЎ 6-1 ύЎЎ 2/ Лቼғǵԙལǵ݅ӄǵ݊ਥǵഋࡘቨǵഋబ݄ǵරᅚ (2018)ǶᔮᏢ(ಃΐހ)ǶѠчǺੀЎϯ 6-2 मЎЎ 1. Cuieford, J. P., (1965), Fundamental Statistics in Psychology and Education, 4th Edition, New York: McGraw Hill. 2. Nunnally, J.C. (1978). Psychometric Theory. New York: McGraw-Hill.
ксн 3. Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, Vol.57, No. 3, 25–48. 4. Yin,R. K.1981. The case study crisis: Some Answers. Administrative Science 5. Yin, R. K. (1989). Case study research: Design and methods, revised edition. Applied Social Research Methods Series, 5. 6. Oliver (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York:Irwin/McGraw-Hill 7. Xia, L., Monroe, K. B. and Cox, J. L., 2004. The Price Is Unfair! A ConceptualFramework of Price Fairness Perceptions, Journal of Marketing, 68(4), 1-15. 8. GrewalǴ DhruvǴ David M. HardestyǴ and G.opalkrishnan R. Iyer (2004)Ǵ “The Effects of Buyer Identification and Purchase Timing on Consumers’ Perceptions of TrustǴ Price FairnessǴ and Repurchase IntentionsǴ” Journal of Interactive MarketingǴ 18 (4)Ǵ 87-100. 9. KuoǴ Ying-Feng; WuǴ Chi-Ming; DengǴ Wei-Jaw (2009). The relationships among service qualityǴ perceived valueǴ customer satisfactionǴ and post-purchase intention in mobile value-added services. Computers in Human BehaviorǴ Vol. 25Ǵ No. 4Ǵ pp.887-896 6-3 ᆛၡၗ Ծ https://www.cht.com.twڗБᆛઠǶ2019 ԃ 09 Д 27 ဦǴ۔ύႝߞǶ .1 Ծ https://reurl.cc/Y135ZXڗБᆛઠǶ2019 ԃ 09 Д 27 ဦǴ۔ǶہϦѳҬܰ .2 Ծ https://reurl.cc/E2QLaڗǶՉ೯ૻѱीၗૻǶ2020 ԃ 05 Д 10 ဦǴہ୯ৎ೯ૻኞ .3
ксо ቹៜરࠔ፦Ӣનϐ էሎ۸ 1 ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ൺ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा மΚᝡݾǴନΑࡘԵޑեሽᎍځǴϷޣ୯ѦޑӧѠуΕWTO႟ᜢิࡕǴરय़ჹᏱԖচԋҁᓬ༈ ࠔ፦ׯ๓ǴբࣁঁਢޑаCરዀϦљTғౢጕزࠔ፦Ƕҁࣴޑᓬؼۓ൩ࢂᏱԖᛙޑౢϲભϷਏගϲǴനख़ा όؼࠔǴନΑ෧ϿӣཞѨϷ࠼ນ፝ᓭǴ٠ૈගϲޑરၸำύౢғכᕉნΠǴऩૈׯ๓ޑǴЬाӢӧԜᕇճόܰ ғౢਏǴ٠ගଯ୯ሞᝡݾΚǶ રࢬำׯ๓ٰගϲરࠔ፦ǴᙖҗঁਢϦљ၀ғכݤঁਢϦљൂғౢጕӵՖၮҔزၮҔঁਢࣴزҁࣴ рפਢϩၸำǴа࢙კϩБݤঁޑزԵǶҁࣴୖޑરғౢጕှ،ୢᚒٮࠔ፦ׯ๓БݤᆶၸำǴගޑౢጕ ЬाӢનࣁݨԦᗺǶӆၮҔတΚᐟᕏݤǴᇙբങମკϩวғচӢǴௗϩׯ๓ჹϷՉǴޑTғౢጕࠔ፦όؼ Ԗό܌ݨԦᗺДѳ֡ᏒኧǴ՞ޑׯ๓่݀ǴTғౢጕׯ๓ޑനࡕׯ๓ԋਏዴᇡϷׯ๓ਏϩǶҗঁਢϩ ׯ๓ਏ݀ǶޑؼӳډϩՉࡕǴׯ๓൯ࡋၲ53%ǴளޑǴၸׯ๓ჹ%42.13ޑؼࠔ ݤزᜢᗖຒǺરǵ࢙კϩǵങମკǵঁਢࣴ Key words: Paper industry ,Plato analysis, Fishbone diagram, Case study method
ಃക ᆣፕ ङඳزಃ ࣴ
ளǴёϩࣁЕዀᜪᆶዀǴЕዀᜪڗޑરǴԶᠼᆢޑᠼᆢǴԋόӕޑǴόӕೌמख़ಔޑરࢂᅿᠼᆢ хࡴଞယᐋޑߏᠼᆢЕዀϷᗡယᐋޑอᠼᆢЕዀǵϷ㸐ҜᠼᆢޑԮዀǵҜǵᄬᐋᐋҜǵਬҜǹԶߚЕᠼᆢዀ ߾Ԗଭѭഞǵዿǵഝఎǵጧ෦ǵᝳဘǶ(ျܱǴ2010) ᡯӵΠǺၩϐаԮࣁરᇙБݤϐ܌ύڔȩނ୯ђਜȨϺπ໒ך
ᡯკკ 1-1 ર ޑдᠼᆢ୷ᡏౢࠔࣁЬᆀϐǴҞӄШࣚરځરࢂаЕࣁЬाচǴՉғౢરዀǵરǵર݈аϷ ǵើȑаϷܿ٥Ȑύ୯εഌǵВҁϷ߮ᛥථȑӦࣁЬǴќѦǴڂғౢ୷ӦачऍࢪȐऍ୯ᆶу৾εȑǵчኻȐྷ રϷᇙዀౢǴҞᆵ௨Ӝӧӄౚಃ20εરғౢ୯Ǵғౢໆۚ٥ࢪಃΎǶޑೕኳڀᐞࢪᆶЃՋΨԖሥ રࠔᎍ୧ǵрޑરᏔǵરࠔуπǴаϷΠෞޑરዀᆶરᜪচǴύෞޑёϩࣁǴෞ܄ځર٩ ёཷϩࣁǽЎϯҔરǵπҔરǵхးҔરǵৎҔરǵၗૻҔ܄ҔϷࠔ፦ځα୍ǶરᅿᜪᕷӭǴ٩ ᆶЎϯ٣Πෞౢ٬ހǵрڇӑٮરǵკਜરǵᆶႝတӈӑરǴගڇરϷਸҔરǶЎϯҔરхࡴӑ રᆅરᏔǹৎҔરхࡴፁғ܈๏રᏔౢуπᇙԋરጃٮҔǹπҔરхࡴФҜર݈ǵґཻરᆶԪર݈Ǵග ᙴଣ٬ҔǹхးҔર߾хࡴхးરᆶ܈ໆೡ۫ǵ೯ၡೡ୧ٮҔરᆶᙴᕍҔરǴග܊રǵፁғාǵታ ксп уπᇙǴϷ೯ၡᎍ୧ǹਸҔર߾хࡴාરǵ๊ጔરǵᐒૈરᆶ݀ޣ๏રᏔᆶરᇙٮФҜરǴග ๏Ўϯᆶၭπ٬ҔǴϷ೯ၡᎍ୧ǶаΠࣁરౢ่ᄬკǺٮરǴග
კ 1-2 રౢ่ᄬკ (ၗٰྍǺરπӕϦᆛઠ 2019,10,20) રౢวϩаΠϖঁਔය: 1. วය(ВᏵਔж~1960 ԃ) ਔٳ1946ԃӝܭวǴςԖરቷ10ᎩৎǶᆵӀൺࡕǴᔮۈᆵરπԾВᏵਔж(1940ԃж)ਔය໒ ޑ5εરቷϷ1ঁ݅Ǵಔԋ୯ᔼϐᆵરϦљǶ1950ԃжᆵરቷԖ29ৎǴરϷર݈ғౢໆ1.3ᏒೕኳǶ1960 ໆӕਔቚуǴરϷર݈ғౢໆቚԿ12ᏒǶԃжᒿ୯ϣπᅌวǴҔરሡ (ೲԋߏය(1961 ԃ~1979 ԃז .2 1968ԃჴՉ9ԃ୯҇ܭໆԋߏ൯ࡋനεǶπҔરሡځໆεቚǴЀԜය໔ჹѦຩܰໆᅌᘉεǴ٬રࠔሡ ΕғౢǴ٬ౢᎍޣໆεቚǴԜਔܿǵቶྍǵԖϷϺໜરቷϷરࠔက୍௲ػࡹǴ٬ளЎϯҔરሡ ૈΚᒿϐᘉǶӕԃ4ДύરዀጪቷԋҥǴғౢᅆқЕዀǴࣁᆵಃৎ܄ЕዀቷǶ1977ԃѠᑗϦљӧࡀ ܿࡌҥεࠠዀቷǶਔરዀౢໆǴҗ1970ԃޑ4.6ϦᏒǴᘉεԿ1978ԃౢໆၲ13ϦᏒǴε൯ԋߏ1.8७ǶરϷર ݈ғౢໆ߾җ1970ԃжޑ40ᏒቚуԿ1980ԃжޑ150Ꮢ Ƕ 3. ԋߏᖿය(1980 ԃ~1996 ԃ)Ǻ ӄౚᔮόඳቹៜϷ୯ϣᕉߥڙ1980ԃж୯ϣελરቷِೲቚуԿ168ৎǶՠ1982~1985ԃ໔Ǵᆵરቷᎁ ܈ࠄ٥୯ৎեሽᎍፂᔐӢનǴ٬ளλࠠરቷᔼၮ֚ᜤԶॹഈܿډڙᓐǴЪय़ᖏαᜢิፓफ़ϷѦᎍѱܩཀ ቚуǴ٬ౢᎍໆଯࡋԋߏǶՠ1989ԃӆԛय़ჹᔮ૰ᖼǶԿ1986ԃǴӄౚඳൺผǴӆу୯ϣЎϯҔરሡٳ 375ᏒǴԋޑ150ᏒቚԿ1990ԃжޑ୯રπԋߏᖿǶરϷર݈ғౢໆҗ1980ԃжךଏᆶғౢၸഭୢᚒǴ٬ ߏ2.5७ϐӭǶ 4. ԋዕය(1997 ԃ~2008 ԃ)Ǻ кср ǴЪമπԋҁၸଯǵᕉߥϷമπཀଯᅍǴӆу1997ԃܿࠄ٥Ϸࠄᗬ୯ৎᐕߎᑼىӢᆵϺฅၗྍό ԜਔයǴεࠠરܭ୯ѦቷǴа෧եҾᔼၮԋҁǶࡺ܈॥ኪࡕǴаեሽౣӛ୯ѦᎍǴ٬ள୯ϣεቷ౽Կύ୯ ǴӵǺ୯ϣനεЎϯҔરϷπٳᎁᖼ܈ᔼၮ״่ࡡεᖿ༈ǴԶλࠠરቷޣᝡݾճ୷ǴԶևεޑቷӢ՞Ԗόӕ ᔈࣁરϷѠરǴγરағౢર݈ࣁЬǶٮޑҔરቷǴϩձࣁ҉ᙦᎩϷ҅ໜǴෞરዀ (ཥֽ༈ਔය(2009 ԃّϞ .5 2009ΠъԃࡕǴඳӳᙯǴરࠔܭߎᑼ॥ኪ᠍ᔐǴરౢӚቷ֡рᖝཞǴՠ܄Ӣӄౚۑ2008ԃಃѤܭ ǴӚቷᕇճ֡ևۑ2010ԃ߃Ǵౢዀε୯ඵճวғεӦǴӄౚરዀሽ㑱ᅍǴԋ2010ԃಃܭቚуǶሡ Ǵ٬ᆵરᕇճᙯ১Ƕ2012ܭၸٮ2011ΠъԃԿ2012ԃਔǴኻ॥ኪ᠍ǴӆуરዀǵરࠔܭܴᡉԋߏǶ રǴԋࣁܿࠄ٥നεરቷǶ2013~2014ԃǴӢኻ॥ኪቹៜᅌᡂλǴЪཥᑫ୯ৎᔮԋߏൺผٳԃਔǴ҉ᙦᎩ ΠǴ٬ґཻરጃϷਸરᏔࠔǵхးǵ3CႝηౢࠔхးሡނཥᑫౢǴӵǺᆛၡᖼܭΚၰΨᅌቚமǴ٠җ (ૻǴ2015زၨϿǴԶഐΕ૰ଏǶ(݅ࣴЎϯϷৎҔરሡܭໆεቚǹՠࢂሡ ࢂ2002ԃѠуΕШࣚຩܰಔᙃȐWTOȑࡕǴ٬ள୯ځफ़ᖏǴѠરᅌᅌᗌΕԋዕයǴЀޑᒿ21Шइ ୯ሞڙܰ׳ݩΠǴࠅΨ٬ளѠરޑܫѱǴՠၸࡋ໒ޑܫαᜢิิፓफ़ࣁ႟ǴԋࣁԾҗ໒ޑϣર ཥ׳ᖿᝄǴౢᔼᕉნຫٰຫᝄदǴύ୯ǵܿࠄ٥Ӛ୯ΨаեሽΕߟǴ٠ЪόᘐۓݢቹៜǴЪᕉߥೕޑѱ ፂᔐόλ㉚ǶޑѱܭᘉεೕኳǴჹکഢ ౣǴ߈ԃٰεεፂᔐΑ୯ሞѱǶਥᏵ୯ሞરᆶዀДтޑᓬ༈ǴၸեሽᎍޑറނӦεޚύ୯ર ȐPulp & Paper InternationalǴᙁᆀPPIȑӧ2017ԃϦѲޑൔǴӄౚ100ӜޑરǴύ୯൩՞Α14ৎǴԛܭऍ ၗᡉҢǴӄШࣚરዀғౢε୯хࡴΑύ୯ǵऍ୯ǵВҁǵޑ܌17ৎǴ൩Ҿኧໆٰ࣮ࢂಃΒε୯ǶԶਥᏵ݅၂ޑ୯ аϷύ୯ޑჴΚǶᒿኧՏਔжޑࣁӄౚಃεғౢ୯ǴӧӧΑύ୯રࠆيࢂ៍׳ቺ୯Ǵύ୯ ǴࢂરᆢۓගϲᆶᛙޑፂᔐǴӢԜᙯࠠғౢਸҔરǴ٠ӧࠔ፦όᘐޑ࣬εډڙߟౣǴરޑம༈ όΒݤߐǶޑᝡݾᓬ༈ жǴՠπҔરڗวၲǴϩЎϯҔરςᅌޑϷၗૻמ҇ғπϐǶՠᒿࣽޑરԾђջࣁख़ा όޑરቷǴՠᒿ୯ϣѦરቷޑǶCરዀϦљচҁࣁғౢЎϯҔર܄жڗόёځϷৎҔરаϷਸҔરϝฅԖ ቹៜΠǴ൳คᕇճёૈǶᗨฅCરዀϦљςᙯࠠғౢਸҔરǴ߃ޑᘐቚǴ٬ѱᝡݾᐟਗ਼ǴӧߺሽᝡݾϷ༊ ե׳ΠǴરࠔ፦۳۳ࢂയрᜢᗖǴӵՖӧکΨόᘐΕਸҔરѱǴӧѱᅌႫޣයᗨԖᕇճǴՠᒿᝡݾ ाનǶޑҞǴΨࢂ،യޑࠔ፦Ǵࢂરቷଓޑӳ׳ԋҁΠрޑ ᐒزಃΒ ࣴ
ДરύᕴࢂԖόؼࠔౢғǴ೭٤όؼࠔ۳۳ሡाӣǴכޑДT ғౢጕǴӧ ޑਢ C રዀϦљঁزҁࣴ ᆅ౧ѨǴԶࢬΕԋࠔ፤рǴԶ܈ӣཞѨǶԖ٤߾Ӣલഐᅱຎഢ౦தޑӣໆऊ 200 ᏒǴջԖ 300 ޑԋ ԃԋ፝ᓭεӭຬၸ 200 Ǵᝄख़߾ቹៜ࠼ЊΠൂཀᜫǶԋ࠼ນ፝ᓭǴ રલഐวғਔǴதځӣࠔύǴीаݨԡᗺϷઇϾϷરᄊόؼэεӭኧǴЀޑCરዀϦљ T ғౢጕ ౢໆǴջ෧ޑ೯રֹԋѳ֡ऊ 30 ϩដǴа T ғౢጕВౢໆ 190 ᏒीᆉǴऊ෧Ͽ 4 ᏒરډԛᘐરԋરᐒᘐરǴ ДӢᘐરԶ෧Ͽౢໆ 80 ᏒǴԶ෧Ͽऊ 80 ϡԏΕǶДᘐરԛኧऊ 20 ԛǴջϿऊ 4 ϡԏΕǴҞ T ғౢጕ ౢໆǴ෧Ͽ 12 ϡޑԛమࢱऊሡଶً 1.5 λਔǴջ෧Ͽ 12 ᏒરરᏔǴכऩࠔ፦લഐᝄख़߾ሡଶًమࢱᓐጃϷ રᏔԛኧऊ 8 ԛǴϷ෧Ͽ 92 ᏒౢໆǴԶ෧Ͽ 92 ϡԏΕǶऩરલכДଶًమࢱᓐጃϷԏΕǴҞ T ғౢጕ ഐวғਔܰӧરᐒԋᘐરǴΨӧࡕࢤуπၸำԋᘐરǴନΑቹៜуπᐒѠғౢਏǴΨԋરௗᓐቚуǴ રၸำύ࡚כቹៜϷཞѨΜϩѮεǴࢂޑԋ܌ࠔ፦ୢᚒـӧ 10%аΠǴёڋрௗᓐኧሡץڋЪ࠼ЊΨԖज़ ፐᚒǶޑ،ሡှ Ꭶԋޑߏ׳ೲှ،રࠔ፦લഐୢᚒǴ۳۳ሡזߏനϿा 5 ԃаǴाૈࡐ܈રᐒाᎦঁғౢЬᆅ ᔕଞჹરࠔزςϿϐΞϿǶӢԜҁࣴޣཥᗲΓεӭ۳୍ܺวǴᜫཀЋЪதԠࢬङޗਔ໔ǴԶӧ य़ԋ၁ಒբྗǴೌמୢᚒচӢǴ٠ගрׯ๓ჹǴࡕុଓᙫׯ๓ԋਏǶБय़ૈஒғౢޑ፦ୢᚒǴ၁ಒ Ǵࡕុӄय़Ӧ໒Ǵ٬રࠔ፦ޑдୢᚒځϩΨૈᔈҔӧޑΓωػ௲ǴԶୢᚒޑନΑբࣁԖਏ ксс ૈᕇளӄय़ගϲǶ ޑҞزಃΟ ࣴ
ЪόᘐߺሽᝡݾǴӧ୯ሞዀሽݢόᘐଯᅍϷ༊Ӣન٬ᕇճόܰǴکόᘐΕǴҞςᖿႫޣરౢӢᝡݾ રࠔ፦ૈόᘐගϲǴכޑC રϦљ Ǵ٬ޑҞزόΒݤߐǶӢԜааΠ൳ࣴޑࡺගଯϷᆢરࠔ፦ࢂᆢᝡݾ ᆢ୯ሞᝡݾΚǶ ޑόؼࠔڋC રዀϦљૈԖਏ ٬ ჴࡼϷᆅׯ๓ǴޑচӢᆶჹޑરࠔ፦ୢᚒǴୢᚒכǵଞჹቹៜ วғϷٛЗǶ રࠔ፦ૈӄय़ගϲǴගଯᝡݾᓬ༈Ƕכϩᆶׯ๓Ǵ٬ޑдୢᚒҭёᜪ՟ځᆅׯ๓ЋݤǴଞჹޑΒǵа࣬ӕ ԵǶୖޑдરቷࠔ፦ׯ๓ځǴёࣁزਢࣴঁޑΟǵၸ C રዀቷ ࢬำزಃѤ ࣴ
ޑࢎᄬǶ٠ୖԵ࣬ᜢزᒧҔБݤǴࡌҥࣴ܌ࡕǴӆਥᏵޑҞزਢϷᙶమࣴঁزࣴۓЬᚒǵᒧزࣴۓӧዴزҁࣴ ϷᏹբၗǴ٠ଞჹરࠔ፦લഐբाӢϩೌמൔǵයтǵᚇᇞǴ٠ᇆঁਢϦљ࣬ᜢરزਜᝤǵፕЎǵࣴ ҢǺ܌ ࢬำӵკ 1-3زፕᆶࡌǶҁ่ࣴزᆶׯ๓БݤჴࡼǴ٠ගрࣴ
ࢬำკزკ 1-3 ࣴ ڋጄൎᆶज़زಃϖ ࣴ
ޑғౢጕВதۓԏЬाࢂаޑჹຝǴၗزT ғౢጕࣁঁਢࣴ ޑጄൎࢂа୯ϣ C રዀϦљزࣴޑزҁࣴ Ǻڋჴᆶ࠼ᢀǴՠᗋࢂሡाԖаΠज़ၸำᗨΚزளǴࣴڗीၗᆶࢬำׯ๓ԋٰ݀ۈᏹբၗǵচ дӕϐϦљǶځ܈дғౢጕځጄൎࢂаঁਢϦљ T ғౢጕࠔ፦ׯ๓БݤࣁЬǴόੋϷزǵࣴ ߥ੮Ƕ܌ၗஒԖޑдӈࣁᐒஏᆶόёϦ໒ځёϦ໒ၗǴޑளၗࢂਥᏵঁਢϦљڗ܌ǴزΒǵҁঁਢࣴ Ƕزᆶࣴޑࠔ፦ׯ๓բుΕޑፕЎࢂ௦ҔঁਢϩݤǴჹঁਢϦљൂғౢጕزΟǵҁࣴ ጄൎǶزԋҁஒόӈΕҁࣴޑаરࠔࠔ፦ׯ๓ࣁЬືǴӃයΕزѤǵҁঁਢࣴ
кст ಃΒക Ў T ғౢጕᙁϟ ځಃ ঁਢϦљϷ
ǵঁਢϦљᙁϟ ਸфૈર໒วǴޑӛଯߕуሽॶوᙯࠠೌמӝǴନၮҔޔԃǴပჴ݅ǵዀǵરೣࠟ 1968 ܭਢϦљԋҥঁ ٠ЪᑈཱུΕషӝᔈҔǴബᔼၮᆕਏǶঁਢϦљЬाவ٣રዀǵર݈ǵЎϯҔરǵਸҔરғౢϷᎍ୧ǴࣁѠ ၗྍނǴуமᕉߥᇙዀǵගϲૈྍਏϷቲకೌמϷϯᏢׯ፦ೌמނᒍᕉნ϶๓วǴᑈཱུЇғ܍રዀεቷǶ уॶȩરཥइϡǶೌמӝǵᆘՅᕉߥǵޔᆘՅҞǴ໒ബȨࠟޑܫ௨ނ႟ቲకډϯǴठΚၲ ѠډೢҺዛϐࡕǴ2017 ԃӆளޗਢϦљుહѠዀરౢǴԿϞςຬၸϖΜԃΑǴԃ 2016 ᄪᕇ٥ࢪҾঁ ပჴર݅ዀરೣ׳ਡЈሽॶǺȨаΓࣁҁǷаεԾฅࣁ൧ȩǴޑϦљߏයܭǼ೭ाᘜфۓޭޑҾዛុ҉ ᆙஏ࣬ೱǼ׳ࢎᄬޑౣǴ٬ౢࠔᆶൻᕉᔮޑᔼុ҉کϯᔼ ࣽىӛᆒጏϯǵਸϯǵᐒૈϯǴࡽᅈوཥҔǴ٬ȨરȩޑໆǴวዀરᠼᆢૈޑၸόᘐቚуࣴวǵബཥ ਡЈࡹΏࡌᄬځനεϦऊኧǴޑགྷǶ҉ុวࢂϦљᔼޑǴΨᗌӛჹᕉნғᄊ϶๓ሡޑΓᜪғࢲکวמ ǴᆀϐࣁȨR3ȩǶаȨ3R ൻᕉȩࣁਡЈౣ ( Recycle \ Reclaim \ Regenerate )ǴᑈཱུոΚၲԋسᆅޑൻᕉុ҉ ள FSC COC ᡍǵPEFC ୯ሞᕉߥڗᒍǴҞঁਢϦљς܍ޑᡏပჴჹᕉნ϶๓วڀǵዀǵરೣϯғౢǶΨ݅ ጄǶڂᆘՅҞ٠ԋࣁᆘՅҾϐޑܫ႟Ꭹ௨ډၞዬǴठΚၲىᇡϷરࠔᅹ Βǵ ঁਢπቷ T ғౢጕࢬำᙁϟ ዀ݈ӃՉуНΕණዀᐒѺණޑਢπቷ T ғౢጕচࣁғౢЎϯҔરǴࡕׯғౢਸҔરǴᇙբࢬำࢂӃஒᖼΕঁ ᑃዀำࡋǴаޑόӕڋરձόӕכ໒ٰǴௗΕᑃዀᐒᑃዀǴᑃዀၸำࢂஒરᠼᆢՉϪᘐϷۤϯೀǴ٩ ၨอԶόޑቲરǴᠼᆢᡂޑࢂϸᙟӣԏӭԛځமࡋᆶࠔ፦ǴЀޑҬᙃࡋаቚуરޑіှࡋǴ٠ගଯᠼᆢ໔ڋ ǶനࡕஒጤᏊǵٯፓଛߏอᠼᆢК܄ޑඓඝ൩ࡐख़ाǶᑃዀֹ൩ࢂଛዀǴΨ൩ࢂ٩રձޑೌמԋરǴᑃዀܭճ ЬाπբࣁஒޑરߐכરǴכอൻᕉีញࡕǴջёΕᓐጃޑરᐒכߥ੮շᏊϯᏢᛰᏊуΕરዀǴӆΕߏᆛ ಥНǴӆᓸᄧǵଳᔿǵ༡թǵᓸӀǴനࡕֹԋ߃ǶکҬᙃޑᆛ֡ϬכӧځરዀǴ٬ޑញԋऊ 1%ี ΠࣁરᐒӄࢬำǺۭ
კ 2-4 રӄࢬำკ :ᡯӵΠરכ :سഢዀ.1 อޑߏᠼᆢЕዀ(NBKP)Ϸᗡယᐋޑዀ݈җණዀᐒණዀ Ǵхࡴଞယᐋޑх֖ණዀǵᑃዀǵፓଛዀǶஒᖼΕ షٯКޑરᅿόӕаόӕכіှࡋǴനࡕஒߏᠼϷอᠼ٩ڋᠼᆢЕዀ(LBKP)ǴӆҗᑃዀᐒዀᠼᆢۤϯǴ٠ ӧ 4~5%ڋӧዀኲύǴԜਔᐚࡋܫӝǴ٠Ӹ :سࢬዀ.2 ృዀᐒϷᑔᒧᐒǴӆޑࡕǴӆၸӭࢤނ৻ࢷၡջอൻᕉǴዀ٩୷ख़όӕӃၸीໆǵีញǵషӝబу ǶسΕᓐጃ ктй .
კسკ 2-5 ࢬዀ :سᓐጃ.3 ᓐጃᓸΚϷనՏǴ٬ᠼᆢ֡ϬϩණڋೲࡋכዀǴҗϩթᏔᙯϯԋᆅၰࢬǴ٠٩ޑஒ৻ࢷᒡଌٰ ዀࢬǶޑરᐒᕵӛԋѳ֡ೲࡋכᆛǴӕਔӧכ٠җᓐጃয݈ӄ൯ѳ֡ቔࢬԿ 4.ᆛ: Нϩ֖ໆǴಥНޑጃಥНǴ٬રዀவ 99%ޜН݈ϷڊҬᙃǴ٠ճҔکϩթޑરዀவᓐጃࢬрӧ༟ጤᆛ֡Ϭ રϰǶޑԋ 80%Нϩ֖ໆ 5.ᓸᄧ: ಥНǴޑ֎НբҔǴஒᔸરբޑЛෙکᓸᔒޑЛෙǴԜՏᙖᄾㄲډᔸરϰ֎ߕޑᆛכճҔ௪રㄲஒ ճҔᐒఓᓸΚಥН٠٬ર፦ၨᆙஏǴаׯ๓રय़ǴቚуமࡋǶ 6.ଳᔿ: Нໆϝଯၲ 50~65%ǴԜਔςคݤӆճҔᐒఓΚٰᓸନНϩǴࡺׯҔӭঁϣ೯ᇃ֖ځરϰǴޑၸᓸᄧࡕ Нϩ֖ໆǶޑऌǴஒર೯ၸऌϷԁѲ֨ᕳǴ٬રଳᔿԿഭऊ 4~5%ޑ 7.༡թᐒ: ༡թᐒஒર߄य़༡ቫ༡Ǵ٩રᅿܭǴ܄ڇѳྖࡋǵӑޑǴࣁׯ๓રޑરϰ߄य़ࢂಉᕫޑрଳᔿ Ҕόӕϩձ༡όӕޑ༡Ϸ༡թໆǶ 8.ᓸӀᐒ: ༡թࡕޑરϰΕ༡ࡕऌଳᔿࡕǴωΕᓸӀᐒᓸӀǴᓸӀᐒࢂҗΒ~ѤЍᄾㄲ܌ಔԋǴᙖㄲय़ᆶર ӀᐛǶڀѳྖЪၨ׳ᓸΚǴ٬ર߄य़ޑय़໔ 9.રᐒ: ୷ख़ǵޑӕਔᔠરޑǴаߡࡕࢤуπຊϪϷ༡թᓸӀǴ٠ӧરރ฿રϰճҔર฿ஒરϰԋޑၸᓸӀᐒ ǶڋکǴаߡբፓ܄ނΚࠔ፦לࠆࡋǵ ಃΒ રࠔ፦࣬ᜢЎ
ࠔ፦ЬाхࡴѦᢀࠔ፦Ϸϣӧࠔ፦ǶѦᢀࠔ፦ࢂࡰ֡Ϭࡋ(Ҭᙃ)ǵԦᗺໆǵໜદϷпс౩аϷઇϾǵଞޑર ୷ख़ǵࠆޑરલഐǶϣӧࠔ፦ЬाхࡴરޑډϾǵܴᗺǵԝદǵያરǵՅඬǵઇᜐǵՅᐛό֡Γёа࣮ ǴΨх֖қࡋǵӀᐛࡋǵૈ܄ΚΚᏢשΚǵኚΚǵઇΚǵऐלǴϷх֖ૈ܄ނࡋǵѳྖࡋǵጤࡋ୷ҁ ৡ౦Ǵޑૈ܄࣬ჹቹៜࡋǴ٠ЪճҔરޑ܄ڇࡰჹӑૈ܄ҔરڇӑހѳزǶࣴૈ܄ܴࡋǵՅᐛ೭٤ӀᏢ ޑౢࠔڇǴߥӑڇᓬ፦રՉӑޑЬाӢનǴٗ٤ࢂԛाӢનǴவԶᒧӝሡޑࠔ፦ڇᙶమٗ٤ࢂቹៜӑ ࠔ፦Ƕ (णޱǴ2011) ктк ୷ख़ǵЁޑѳ݈રǴаϷર܈฿ࠔ፦ೕጄǴхࡴࢂցࢂޑરձुҥόӕޑБԄόӕǴόӕޑ٩࠼Њуπ ܈ڇ፦ǵӑ܄፦ǵΚᏢமࡋǵӀᏢ܄ނх֖܄ޑѸाځҔǴஒޑκǵࠆࡋǵНҽǵхးБݤǴਥᏵર уπ܄уаࡋޑೕጄǶკਜҔરᅿᜪᕷӭǴচǵᇙำǵ܄፦Ӛ౦ǴᒧҔર(ഋߞੀǴ2016) ࢂѦᢀࠔ፦ǴѝाѦᢀࠔ፦όӝջଏǴѦᢀࠔ፦ӝࡕωӧ٬Ҕᡍޑ࠼ЊुԋҬࡕǴ२Ӄᔠ כୀෳǴᒿਔᅱسਔճҔલഐᔠрכѦᢀࠔ፦ӵઇϾǵԦᗺǵܴᗺǵԝદёӧરᐒޑϣӧࠔ፦ǴЪર ᆅޑፓϷᆅǴ٬રஒલഐफ़ԿനեǴЪวԖࠔ፦όؼਔǴёਔޑݩǴ٠ރࠔ፦ޑၸำύર চӢբϩޑѦᢀࠔ፦લഐǴวғޑջЬाଞჹરز࠼ນǶҁࣴޑӣǴᗉխόؼࠔࢬΕѱय़Ǵ෧ϿόѸाڋ ǶڋǴ٠ჴࡼׯ๓ჹٛЗǴϷࡌҥᆅБݤϷᐒ ୀෳᏔୀෳર୷ख़ǵНϩǵࠆࡋǵՅ࣬Ǵޑ QCSǴҗඔࢎسڋԶӧϣӧࠔ፦Бय़ΨԖ࣬ᜢࠔ፦ ǶӧඔࢎୀෳᏔх֖Ԗ୷ख़ୀෳᏔ(Basis Weight sensor)ǵНϩୀෳᏔ(Moistureڋ٠җᇙำႝတբԾ ᇤৡǴԋ܈ԪϩୀෳᏔ(ASH sensor)ǶӵՖٛЗୀෳᏔ౦தԋୀෳᒱᇤک(sensor)ǵࠆࡋୀෳᏔ(Caliper sensor ޑഢڋύࠔ፦ځፐᚒǴޑݩǴࢂঁख़ाރޑཞરǵᘐરϷቲરޑǴ٠फ़եπቷરԋҁϲϷό಄ࠔ፦ሡ (ख़ाБݤǶ(ㅹՙǴ2012ޑۓ౦தǴ٬ࠔ፦ᛙڋයਠ҅ࢂٛЗۓ ނୢᚒ Ǵа༾ғޑஏഈϯǴӢԶౢғરᐒᏹբܭᖿӛسરҔНൻᕉכύځࠔ፦લഐচӢࡐӭǴޑԋર ύబуఠᏊǴаسરᐒᔸᆄܭᘐરຝǶࣁှ،೭٤ୢᚒǴதכݝനࣁᝄख़ǴёᏤठરઇϾǵඬϷ (ࠔ፦ϷౢૈǶ(ഋ႘ᅚǴ2002ޑરכගଯک܄રᐒᏹբכቚу ࠔ፦ቹៜࡕࢤуޑ(2011)Ϸഋߞੀ(2016)ࣣᇡࣁરޱǴόᆅરനࡕҔࣁՖǴणޕёزҗ࣬ᜢЎࣴ ǴډࣗϿǴନΑㅹՙ(2012)ԖගزჴӵՖׯ๓રࠔ፦࣬ᜢࣴځਏ݀ᆶԋࠔࠔ፦ࣗ႐Ǵՠ҂ӵՖׯ๓Ƕޑπ ǴᙖҗરᐒᔸډરౢғǴ٠෧ϿӣࠔǶаϷഋ႘ᅚ(2002)Ԗගයਠ҅Ǵё෧Ͽό಄ࠔ፦ाۓഢሡڋࠔ፦ ࢬำׯ๓ǴନΑׯ๓ޑቹៜરࠔ፦ஒزύబуఠᏊٰׯ๓ݝౢғǴ෧ϿરੰౢғǶࡺҁࣴسᆄ ୷ᘵǶޑుΕ׳ޣزբࣁࡕុࣴཞѨǴ٠ޑਢϦљӢࠔ፦લഐԋঁ
БݤزಃΟക ࣴ Ǻ܄ԖΠӈڀરࢬำׯ๓ٰගϲરࠔ፦ǴЬाכࢂӧঁਢϦљൂғౢጕӵՖၮҔزҁࣴ ǵჹܭঁਢϦљғౢጕޑғౢࢬำᆶҾЎϯሡाుΕΑှ ୢᚒޑȨӵՖȐhowȑȩᆶȨࣁϙሶȐwhyȑȩزǴࣴزਢࣴঁ܄ᏹբࢬำᆶᡍǴКၨӝբှញޑΒǵঁਢϦљ ԵǶୖޑдπቷғౢጕှ،ୢᚒځ၀Ϧљٮࠔ፦ׯ๓БݤᆶၸำǴගޑΟǵᙖҗঁਢϦљ၀ғౢጕ БݤǶزݤբࣁࣴزᒧൂঁਢࣴزᇥܴǴࡺҁࣴޑ܄җॊ ำׇزಃ ࣴ
চӢǴаϷׯ๓Бਢޑરࢬำύёૈቹៜરࠔ፦כჴ୍य़ǴᙖҗޑЬाࣁરࠔ፦ׯ๓Бݤزҁࣴ ᡯӵკ 3-ำׇزǶҁࣴ܄ۓᏹբБݤྗϯǴаගଯࠔ፦ᛙޑҥǴ٠ᔠׯ๓ԋਏǴයૈჹੱΠᛰǶ٠ஒന٫ु ࠔ፦લഐჴࡼങମკाӢϩǴගрЬޑനதวғޑλಔǴଞჹঁਢϦљز२ӃಔԋঁၠߐࣴزҢǺҁࣴ܌ 1 ाׯ๓ჹǴीׯ๓БਢǴനࡕଞჹࠔ፦ׯ๓ԋ݀ՉਏϩǶ
ктл U ғౢጕࠔ፦ୢᚒޑ࢙კϩ!
ࠔ፦ୢᚒޑाӢϩ!
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!ׯ๓ਏϩ
ᡯკำׇزკ 2-6 ࣴ ݤزಃΒ ঁਢࣴ
ຝᆶჴғࢲǶঁਢޗزፓݤǴ೭ᅿፓݤаుΕࣴޑݤࢂаᡍࣁЬزYinȐ1994ȑᇡࣁঁਢࣴ ٣ҹǴӧ೭٣ҹύԖߚதޑݤೀᐱزݩǶঁਢࣴޑે (context) όܰϩޗݤத٬Ҕӧຝᆶزࣴ Ǵ൩ёаวፕࠠǴ܄ᏵǶӵ݀ၗ่݀ևठޑаሡा٩ᒘόӕٰྍ܌ᑫ፪ǴޑޣزȨᡂኧȩࢂࣴޑӭ ٠ЇᏤஒٰၗཛྷᆶϩǶ ǵঁᏢଣǴࣗԿࢂঁ٣ҹǶޗǵঁ programǵঁۓ،ΓǴΨёаࢂಔᙃǵၸำǵܭ٠όज़ޑࡰ܌ਢঁ Ǻزਢࣴঁ܄ǴаϷှញزਢࣴঁ܄ǵඔॊزਢࣴঁ܄ݤǴёаϩԋزယख़ཥȐ2001ȑᘜયঁਢࣴ ୢᚒԖᜢǹޑᆶೀȨࢂϙሶȐwhatȑȩԄزਢࣴঁ܄ǵ ୢᚒԖᜢǹޑᆶೀȨፔȐwhoȑȩǵȨՖೀȐwhereȑȩزਢࣴঁ܄Βǵඔॊ Ƕزਢࣴঁ܄ှញܭୢᚒǴ߾ӭឦޑȨӵՖȐhowȑȩᆶȨࣁϙሶȐwhyȑȩܭΟǵԿ ܭᔞਢϩݤȐarchival analysisȑёၮҔ܈ݤزYinȐ1994ȑ߾ᇡࣁόፕࢂჴᡍݤǵፓݤǵᐕўݤǵঁਢࣴ ำࡋȩǵޑຝёඓزჹࣴޣز፦ȩǵȨࣴ܄ޑୢᚒزղྗࢂ٩ᏵȨࣴޑձځǴزࣴޑ܄ှញ܈܄ǵඔॊ܄ ჹޣزǴࣴقБݤϐᒧǶԶزȩȐcontemporary eventsȑٰՉࣴނ٣ޑߚӕਔය܈ຝࢂӕਔයزϷȨࣴ ܄ڋԖؒ܈ຝѝԖ٤زୢᚒǴ٠ჹࣴزࣴޑຝගрȨࣁϙሶȐwhyȑȩϷȨӵՖȐhowȑȩޗޑӕਔයܭ ຝගрȨwhoȐࢂፔȑȩǵȨwhereȐՖೀȑȩǵȨwhatȐࢂϙޗޑӕਔයܭݤǹԶऩࢂჹزਔǴӭኧӛ௦Ҕঁਢࣴ ਢኧҞӭჲǴ߾ё٩ԛϩࣁൂঁޑϷੋ܈ڗᒧ܌ୢᚒਔǴ߾ӭ௦ҔፓݤǶYinȐ1994ȑΨගрΑ٩ޑሶȑȩ -ኧໆٰуаϩᜪࣁǺൂ٣ҹȐsingleޑ٩ట٣ҹکǹزਢࣴঁޑঁਢȐsingle-caseȑᆶӭख़ঁਢȐmulti-caseȑ ᜪࠠǶزਢࣴঁޑincidentȑᆶӭख़٣ҹȐmulti-incidentȑ ಃΟ ၗԏ
ᒵϷε൞ᡏЎҹǴבൔǵᆅЎҹǵߞҹǵ٣ᒵǵഢزᏵٰྍёаࣁӚ҅Ԅࣴޑၗ㪢زਢࣴঁ Ψёаࣁಔᙃᒵǵკ߄ǵ୍ܺᒵǵӚᜪమൂǵᔠኧᏵϷঁΓၗϐᔞਢᒵǴҭ܈ࣁೖፋၗǵޔௗᢀჸၗ ၗٰྍǴ٠࣬ϕаޑࢂᅰёૈѐᇆӭᅿόӕزਢࣴঁޑΓπᇙࠔǶӳ܈ᏵނᢀჸၗϷჴ܄ᆶୖ܈ ктм (ࠔ፦Ƕ(YinǴ2001ǹЦЎࣽǴ1995زගଯࣴ ԵǺୖٮᓬલᗺаޑYinȐ1994ȑаΠ߄ӈрϤᅿόӕᏵٰྍ ߄ 3-1 ϤᅿၗᅿᜪКၨ߄
ၗٰྍ ᓬᗺ લᗺ ܄ၨեёᔠڀ.ख़ፄᔠຎǶ 1ޑۓЎҹ 1.ёᛙ ԖߚੋΕԄ่݀Ъ٠ߚঁਢ 2.ऩၗᇆόֹǴԖ.2 ᒧǶޑـୃ Ƕޑബ܌زࣴ ـୃޑԖൔܰޣಒϷӜ 3.բޑ٣ҹޑԖዴϪ֖.3 Ԗཀډڙճёૈޑ٬Ҕ.ᆀǶ 4 Ƕڋज़ޑ ၗጄൎቶǴх֖ߏਔ໔Ϸ.4 ӭ٣ҹᆶǶ ᔞਢᒵ 1.ᜪ՟Ўҹၗ܌ॊǶ 1.ᜪ՟Ўҹၗ܌ॊǶ دᗦޑϷଯᆒዴࡋǶ 2.ၗӵԖੋϷঁΓޑၗࢂёໆϯ.2 ߾όܰௗǶ ޑЬᚒǶ 1.Ӣୢᚒࡌᄬό٫Զౢғޑزਢࣴঁܭೖፋ 1.Ҟύ Ƕـୃ ှـڅှញԖుޑჹӢ݀ፕ.2 Ƕـୃޑيҁޣೖڙ.Ƕ 2 3.Ӣਔ໔Φౢғޑό҅ዴӣ ᏫǶ ၗࢂೖፋޑٮගޣೖڙ.4 ޣགྷाޑเਢǶ ჴ٣ҹǶ 1.ਔ໔ߏǶޑ܄ௗᢀჸ 1.ջਔޔ ǶޑნǶ 2.Ҟࢂᑔᒧၸޑх֖٣ҹวғਔ.2 ёૈ٣ҹӧᢀჸύǴԶ.3 ԋόӕวǶ 4.ᢀჸޣ܌ሡޑਔ໔ᆶ ԋҁǶ ୖᆶᢀჸ 1.ϩӵޔௗᢀჸ܌ॊǶ 1.ϩӵޔௗᢀჸ܌ॊǶ Ӣᏹ٣ҹԶԋޣፓ.2 کՉࣁޑᇡΓሞ໔ޑڅు.2 Ƕـୃ ᐒǶ ǶޑቻǶ 1.ᑔᒧၸޑှЎϯڅΓ 1. ૈు܈ຝڀჴᡏ ǶޑளڗᏹբǶ 2.ၗૻࢂёޑೌמှڅπᇙࠔ 2. ૈు ԏႣी௦ҔаΠѤᅿၗٰྍǺޑӧၗزҁࣴ ()Ўҹ ၗǵаϷғౢࢬำׯ๓ೌמЎҹၗǴхࡴౢࠔၗǵइᒵǵᏹբЋнǵޑԏ C રዀϦљ T ғౢጕ࣬ᜢ ࡕޑଛკǶ (Β)ᔞਢၗ ׯ๓ޑλಔගрزઇϾǵԦᗺࠔ፦લഐኧᏵၗǴаϷࣴޑԏ C રዀϦљ T ғౢጕׯ๓ࡕલഐᔠрᏔୀෳ ගਢᆶᏹբΓᒵǶ (Ο)ޔௗᢀჸ રࡕࢤуπၸำύࢂցౢғᘐޑғౢځௗᢀჸ C રዀϦљ T ғౢጕғౢၸำࢂցӢઇϾԶԋᘐરǴаϷޔ
ктн રǴ٠ीԛኧǶ (Ѥ)ೖፋ ׯ๓ޑݩރϷࠔ፦܄ᓎǵᏹբޑమࢱځᏹբΓǵЬᆅǵࠔᆅΓǴӧࢬำׯ๓ࡕǴ၌ୢޑT ғౢጕ ܭჹ ᆶࡌǶ
ಃѤക ঁਢϩ ಃࣁҞޑزਢϩᆶׯ๓ǴࣴঁޑୢᚒǴբుΕޑԜകЬाરၸำύനதวғЪቹៜࠔ፦നᝄख़ ޑϩǹಃѤࣁׯ๓БਢޑाӢϩǹಃΟࣁׯ๓ჹޑ࢙კϩǹಃΒࣁࠔ፦ୢᚒޑT ғౢጕࠔ፦ୢᚒ Չǹಃϖࣁׯ๓ਏϩǶ ಃ Tғౢጕࠔ፦ୢᚒޑ࢙კϩ
ࠔ፦ୢᚒǴЬाԖݨԦᗺǵઇϾǵરᄊόؼǵ֨ᚇǵ೬ᜐǵԝદǵୖৡୢᚒǴ೭٤ࠔ፦ޑਢϦљ T ғౢጕঁ :ကӵΠۓޑୢᚒ ԡᐜᗺǶޑݨԦᗺǺх֖ݨᗺǵԦᗺǵݨԦǵаϷӚᅿᚑՅ ઇϾǺวғӧરय़ޑઇࢰǶ રᄊόؼǺ฿રѦᢀ߄य़Ԗпс౩ǵ௹౩ǵໜદǶ ǶނǴӵܲᙝǵરǵጤǵ៓౦ނᚇǺરύషᚇԖ౦֨ Ǵջၨ೬Ƕޑևୃեୁൂ܈ୁٿ೬ᜐǺરฯࡋीᔠෳǴฯࡋॶ દၡǶשԝદǺરय़Ԗያ ୖৡǺԋࠔરୁय़όѳǶ :ीঁਢϦљ T ғౢጕ 2019 ԃ 1~11 ДόؼࠔᏒኧϷԭϩКǴ٠࢙კϩӵΠ ߄ 4-2 T ғౢጕ 2019 ԃ 1~11 ДόؼࠔᏒኧी
ԃ222ДόؼࠔᏒኧी:312! 2Д 3Д 4Д 5Д 6Д 7Д 8Д 9Д :Д 21Д 22Д όؼࠔᕴᏒኧ ԭϩКಕу &ݨԦᗺ 218/7 244/5 94/1 63/8 241/7 :2/4 8:/3 226/1 88/3 21:/4 76/3 2155/6 53/24 ઇϾ 65/9 69/9 71/1 46/: 44/4 47/6 41/9 57/5 51/5 63/8 73/1 622/6 73/88& &રᄊόؼ ::/5 72/9 37/5 33/3 35/: 32/: 44/3 61/6 21/7 59/8 44/9 544/5 91/36 &ᚇ 26/: 24/1 68/7 24/8 56/1 29/5 2:/6 23/2 :/8 23/2 7/3 334/2 9:/37֨ ೬ᜐ 48/3 36/7 24/5 37/8 22/5 1/1 :/1 2:/5 21/: 4/6 7/6 274/6 :6/96& ԝ౩ 23/9 7/5 3/5 3/4 6/1 5/1 23/7 23/7 22/3 4/8 9/8 92/8 ::/26& ୖৡ 2/5 7/: 1/1 3/7 2/2 1/1 1/1 :/1 1/1 1/1 1/1 32/2 211/11& :/όؼࠔᕴᏒኧ 43:/3 416/9 353/9 267/2 362/3 283/2 295/5 376/2 26:/: 33:/: 293/5 3589
კ 4-7 T ғౢጕ 2019 ԃ 1~11 ДӚᜪόؼࠔ࢙კϩ кто ԛࣁઇϾ 20.64%ǴځόؼࠔύǴаݨԡᗺ՞К 42.13%നଯǴޑǴঁਢϦљ T ғౢጕ 2019 ԃޕҗॊ࢙კϩள ങମკϩǴԶගрׯ๓ჹǴࡕុଓᙫׯ๓ԋਏǶޑଞჹݨԡᗺࠔ፦ୢᚒ࣬ᜢزࡺҁࣴ ಃΒ ࠔ፦ୢᚒޑाӢϩ
ೀǵπӼǵᕉߥǵೌמરᐒǵπำכԋх֖ځׯ๓λಔǴޑᡯࣁǺ२ӃঁਢϦљӃಔԋঁၠߐाӢϩ ёૈޑݩǴ၁ಒፕቹៜરݨԦᗺރჴሞکࠔᆅǵᐒఓϷሺႝӚಔǴλಔԋၮҔတΚᐟᕏǴ٩ᏵԾρᡍ ёૈӢનǴ٠ᇙޑ(Дਔ໔ϣӅє໒Ζԛਔ໔Ǵ٩ྣፕ่݀Ǵᘜᜪᆶᒵቹៜરࠔ፦(ݨԦᗺঁ 2 ܭচӢǴ բрങମკǶ
ഢ! ! চ! ѐԦᐒߔ༞! !ऌࡂഗᠢԦᅀݨН! хးરҜᠢԦ !ҕݨ܍ᄾㄲື !ᕳሜᡂ! ዀ݈όዅ܈εҥᑔઇϾ !
!રᏔᠢԦכ !ቔрނᓐጃ؈ᑈ ԋરݨ ! ԦᗺচӢ! !షΕཞર֞ނࢬࢱБݤό҅ዴ! ӦΠНόዅ! ӣਔ౦
!Εኲమࢱբόዴჴ! ᆅၡݝౢғ ऌરણӭ ! ᛰࠔၸᘠᏔమࢱόዴჴ!
!ᏹբБݤ! ᕉნ! Γ !
კ 4-8 ԋરݨԦᗺচӢങମკ ϩޑಃΟ ׯ๓ჹ
ൻޑǴঁၸำᕉᕉ࣬ԌǴԶЪᇙำНόᘐسરᐒכډǴӆسࢬዀسၸำǴவഢዀޑરࢂঁፄᚇכ фૈࢂޑӚၸᘠഢسࢬዀډమዅǴޑፐᚒǶхࡴচޑߥǴࢂख़ाޑమዅࡋسરכᕉӆ٬ҔǴ٬ঁ တΚᐟᕏǴஒޑଳృࡋߥǴߚதख़ाǶҗങମკϩǴаϷࠔ፦ׯ๓λಔޑરᐒഢᆶᏔכցֹഢǴаϷ ჹǶޑӚচӢ ǵഢᄬय़ )ǵऌࡂഗᠢԦᅀݨН) ଳᔿਏ݀ǶډНҽᇃวǴၲځऌᆶԁѲഢǴરၸऌǴஒޑഢǴϣԖ೯ᇃؓޑऌࣁરᐒଳᔿ ૈΚ౦தਔǴܜՠഢ֖ԖዎྖݨǴӧᇃวၸำౢғݨߕӧऌࡂഗǴऩߏය҂మዅǴऌϣ Ƕޑ൩ԖᅀݨԦН మࢱຼයǶۓයߥᎦਔǴаᛰࠔวݰమࢱऌࡂഗǶ٠ᢀჸࢱࡕԦ Ǵुۓׯ๓ჹ:ճҔરᐒ ቔрނΒ)ǵᓐጃ؈ᑈ) ൻᕉ٬ޑዀࢬԶΕᓐጃǴՠӢқНόᘐޑۓዀқНีញࡕၸዀϩթᏔࡕΕᓐጃǴԋࣁӄ൯֡Ϭᛙ ౢғǶԶӧᓐጃϣࣁ٬ዀ֡ϬϩණǴϣԖނҔǴЪરၸำதబу٤ϯᏢᛰᏊٰׯ๓રࠔ፦ǴаठதԖ؈ᑈ ߕǴவᓐጃϣቔрதԋԦᗺϷઇϾୢᚒނணǴ೭٤ီணதԖ؈ᑈီޑӄ൯ :ׯ๓ჹ ᏊǶڋނӧൻᕉқНύబу؈ᑈ.1 ಕᑈวғǶෳ၂аለวݰࡕӆаమНమࢱǴਏ݀ന٫ނ؈ᑈޑයమࢱᓐጃǴऊࢃයమࢱԛǴٛЗᓐጃϣۓ.2 ணૈӄࢱృǶီঁᇙբለวݰҔቔ᠀ᆅၡǴ٬.3 ктп คݤߕǶނӀᓐጃϣᏛǴ٬؈ᑈܙࣴᑃৣמঅਔҙፎѦ୯ྃۓႣ.4 (Ο)ǵѐԦᐒߔ༞ ᚇ፦ނዀᆶԦޑΏճҔዀΕѐԦᐒਔౢғᚆЈΚǴԶஒଳృځନԦഢǴޑѐԦᐒࢂอൻᕉᆅၡύख़ा Πډዀ߾ޑࢤǴԶᠢډዀӣޑᚆЈѐԦᐒಔԋǴଳృޑࢤԖӭЍѐԦᐒǴޑϩᚆǴԖӭࢤ ѐԦᐒЍኧനӭǴ٩ԛޑ؈ྎǶҞ T ғౢጕԖϖࢤѐԦᐒǴಃࢤډ௨ނԦעനࡕࢤωډޔࢤᝩុѐԦǴ ሀ෧ǶѐԦᐒԖӭЍߔ༞ਔǴฅቹៜѐԡਏ݀Ƕ :ׯ๓ჹ ࢂаЋႝ฿ྣܴᆅ҃և܈༾ǴډѳਔՉًਔаЋᄗѐԦᐒᔠǴऩྕࡋ 40 ࡋаࣁ҅தǴऩགό.1 ࢱ౧೯ܨဦǴճҔଶًਔೌמǴ߾߄ҢԖߔ༞ǴाރՅ ᔠǴӢࣁрΕαΨёૈߔ༞ǴԖਔҔགคݤֹӄ҅ዴղᘐǶڕܨԖѐԦᐒ܌ъԃஒ.2 ҕݨ܍Ѥ)ǵᄾㄲື) ԖబуዎྖݨિǴߥᎦΓ٩ߥᎦຼයబуዎྖݨિǴబуၸӭਔǴዎྖݨિ܍ᄾㄲືޑરᐒכ ǴԋԦᗺٰྍǶسཞર܈ཞર֞ǴҭԡࢉқН܈வًЈҕрǴԋݨԦᗺǶऩዎྖݨિΕᆛ֞ :ׯ๓ჹ ၮ܍ዎྖݨિᔔଳృǴЪၮᙯΖλਔࡕǴӢᄾㄲືޑߥᎦΓஒԖྈрًЈයߥᎦԖబуዎྖݨિਔǴाۓ.1 ߥᎦΓӆᔔԛǶᙯਔྕࡋϲଯǴϩԖዎྖݨિӆࡋྈрǴԜਔӆा όҔబуዎ܍ǴӢஏ࠾ࠠື܍ඤࣁஏ࠾ࠠື׳܍ᛣ፺ືޑҭԖҕݨୢᚒǴஒԖԡࢉરᅪቾ܍ᛣ፺ືޑ೯રᛣҔ.2 ཥǴаխՉًύཞᚯǶ׳ᆅڮݨિǴؒԖҕݨୢᚒǴՠሡ௦ტྖ ᕳሜᡂ܈ϖ)ǵεҥᑔઇϾ) ௗޔ೯ၸεҥᑔǴԶނᕳሜᡂǴԋԡ܈നࡕၸᘠഢǴεҥᑔԖઇϾޑΕᓐጃسεҥᑔࣁอൻᕉ ઇϾ܈வᓐጃቔрǴ۳۳ԋԦᗺ :ׯ๓ჹ ໒εҥᑔమࢱ٠ҔࠆᖓೕᔠεҥᑔᕳሜࢂցԖᡂǶऩวεҥᑔԖઇϾǴ߾഼ѨၸᘠܨߥਔǴۓДঁճҔ.1 ཥǶ׳фૈǴଭ 2.εҥᑔޑ௨෦ελҭቹៜమዅࡋǴӧόቹៜΕᓐጃޑዀࢬໆਔǴࡋޑ໒ε௨෦ໆǴёቚуၸᘠਏ݀Ƕ રᏔᠢԦכϤ)ǵ) ᠢԦǴԋરޑરᏔכԁѲǶ೭٤ޑЛෙǴၟଳᔿޑᆛǵаϷᓸᄧכޑરᏔЬाԖᆛכޑરᐒҔ ቹ׳Ǵ܄ًޑכፐᚒǴѬόՠቹៜޑమዅࡋࢂঁख़ाޑરᏔכаӵՖߥၮᙯύ܌ԦᗺϷલഐౢғǶޑ ǴࡺՉًύёҔଯᓸమࢱቔᆅуوܜНϩޑરᏔכጃஒޜᔸᆄǴӢԖޑરᐒכᆛᆶЛෙࢂӧכࠔ፦Ƕޑכៜ ԁѲ߾ճҔଶًޑKg/cm2ǶԶଳᔿ 10~6 ډଯᓸНёҔޑ25Kg/cm2ǴԶЛෙ ډଯᓸНёҔޑᆛכаమࢱǴ ԁѲǴԜࢤરၨᔸǴՉًύёҔԁѲమࢱᐒమࢱǴԜՏࢂҔᇃޑమࢱਔǴωҔଯᓸНమࢱԁѲǴՠၨࢤ રᏔᠢԦԶౢғݨԦᗺୢᚒǶכરᏔҔమࢱးǴऩؒԖዴჴᆅమࢱਏ݀ǴӢכమࢱӆҔ॥ଳǶ೭٤ :ׯ๓ჹ ёమዅቔǴٛڇǴՉًύᙯᒳڇЍଯᓸቔᆅϣԖᒳરᏔԖЍଯᓸቔᆅమࢱǴכҹҞ T ғౢጕ.1 మዅԛǴ٠ᔠቔࢂցߔ༞Ǵаᔠइᒵ߄ᡣୋߏइᒵቔᆅᓸΚڇҬжᙯᒳୋߏǴा׃ϩ܈Зߔ༞ Ϸమዅਔ໔Ǵዴߥଯᓸቔᆅమዅਏ݀Ƕ ࢃයଶًԛરᏔܰᠢԦǴԖਔӀҔଯᓸНϝคݤࢱృǴࡺכરၸำதబу٤ϯᏢᛰᏊǴаठԋכӢ.2 રᏔǴа෧ϿԦᗺϷઇϾౢғǶכҔᛰࠔమࢱ ׯࣁαᄙԄ׳ځଯᓸቔᆅమࢱਔԖ౽းǴՠᙑԖ౽းࣁᙯԄೱఎБԄǴӄ൯మࢱਏ݀ό٫Ǵஒ.3 ౽ቔᆅǴԖਏׯ๓మࢱਏ݀Ƕ ஏӝޑΘڊᄾㄲǴዴᇡٗ൳ଫᄾㄲޑરᏔᆶરௗٗय़Չၡ৩ԖௗכરᏔҗᄾㄲǴᔠכҹ.4 ΘஏӝࡋǶڊΘǴׯ๓ڊඤࣁ៶Ԅ׳ΘڊඤǴЪႣीྃঅਔǴஒচԖԾख़Ԅ׳ߥᎦڮΘ٩ტڊࡋǴ ктр Βǵচᄬय़ ()ǵхးરҜᠢԦ ၸำܫዀ݈Ǵ೭٤ዀ݈ѦቫхԖхးરҜǴฅࡕҔ៓ํǴՠதӢၮᒡϷᓯޑરҔচεᖼԾરዀቷכ рǴڗરҜޑԋѦቫરҜᠢԦǴഢዀਔ೭٤ዀ݈ଌᒡଌǴନ៓ํࡕӆଌΕණዀᐒණዀǴࡺऩ҂ஒѦቫݠԦ Ƕس҂మନଳృǴԡࢉഢዀํ៓܈ :ׯ๓ჹ рǴࡺቚᙌᙯᐒǴஒۭᙯԿय़ǴаճΓڗрǴՠӢۭરҜዀ݈ᓸՐคݤڗᏹբዴჴஒѦቫરҜा.1 рǶڗ ଌዀᆅၡቚᅶ៓းǴаܭરഢཞᚯǴϷԋԦᗺᆶઇϾୢᚒǴࡺכऩ҂మନଳృǴёૈᏤठํ៓ޑ.2 යమନǶۓ֎ߕ៓ํǴ٠ (Β)ǵዀ݈όዅ ҂ֹӄమନǴԋዀ݈όዅǶނၸำǴԦޑዀ݈ǴёૈӧவЕᇙբԋዀ݈ޑᖼԾરዀቷ :ׯ๓ჹ ྗϣǶڋෳǴᔠԦᗺኧӧᆅܜዀ݈ჴࡼޑჹΕቷ.1 ቷจǶޑቷจዀᅿǴՠӧԋҁԵໆΠǴᔈᒧࠔ፦ᆶԋҁ࣬ჹӝۓᒧԦᗺၨϿᆶࠔ፦ၨᛙ.2 ΟǵᏹᏹբБݤᄬय़ )ǵࢬࢱБݤό҅ዴ) ۓДӼ௨ԛરҔқНόᘐൻᕉ٬ҔǴ٬อൻᕉᆅၡܰғიǴԋԦᗺᆶઇϾٰྍǶҞ T ғౢጕכӢ ࠔ፦ǶכයߥᎦǴ٠ჹอൻᕉᆅၡբᛰࠔࢬࢱǴՠऩࢬࢱБݤό҅ዴǴ٬ࢬࢱਏ݀ό٫Ǵቹៜ :ׯ๓ჹ ӧ 2 аΠǴڋӧ 12 аǴӆబуࢬࢱᛰᏊǶԶለࢱਔǴPH ॶڋࢬࢱբྗǴᡵࢱਔаѺፓ PH ॶۓु.1 ӧ 2.5 λਔаǴωԖؼӳࢬࢱਏ݀ڋࢬࢱਔ໔ ࡕӆံᅈమНǴӆࢬࢱъλܫǴаխԋቲНୢᚒǶ௨ܫለࢱֹǴѸፓ PH ॶӧ 6~8 ωૈ௨܈ԛᡵࢱ.2 Ƕܫᄇۭؑࢱଳృ௨ނᠢޑਔаǴ٬ᆅၡූ੮ (Β)ǵΕኲమࢱբόዴჴ ۓనՏଯեଆҷǴఏᏛߕરዀᠼᆢǴਔ໔ΦΑ൩ᡂᡂǴࡺճҔܭఏኲǴҗޑરዀϷқНܫᓯ යߥᎦਔǴஒӚఏኲᄇۭࢱృǶ :ׯ๓ჹ คݤࢱృǴࡺӧఏفఏኲమࢱαε໒ӧఏኲБǴΓεઠӧБ۳ఏϣమࢱǴՠ۳۳ۭ٤ԝޑ.1 ໔բǴӃߥ೯॥٠ໆෳᡏ֖ໆǴωёΕኲբޜኲΠБӆቚΓϾᇂǴёаѺ໒БߡΕమࢱǴՠ٩ྣஏഈ ఏኲӼးԾమࢱᏔǴёԖਏ෧Ͽమࢱਔ໔٠ቚуዅృࡋǶޑӧၨε.2 ߏӆբᔠዴᇡǴаዴߥࢱృਏ݀Ƕ܈మࢱֹǴЬᆅ.3 ѤǵΓΓᄬय़ షΕཞર֞ނ)ǵӣਔ౦) ӵઇѲǴԖёૈ౧۹Ǵނᚇޑӧཞર֞ܫࢂ܈ළ݈ǴޑཞરܫЇરᛣǴ୴ޑӣբਔǴ٤ཞર ၸᘠഢࢂคݤֹӄকନǶޑӳǴӀᇙำύڋԶΕཞર֞ǶऩྍᓐؒԖᆅ :ׯ๓ჹ ሡஒӦय़మዅଳృǶ׳ӣϷӣࡕǴځதߥཞર֞ߕ߈Ӧय़మዅǴЀ.1 εཞѨǶ׳ǴԋسమࢱǴٛЗషΕഢዀܫೀբྗǴଶЗଌǴ٠ҥջ௨ޑΕཞર֞ނ٠௲ػ౦ۓु.2 ཞર֞ӼးឪቹᐒǴᅱӣঁӧ.3 (Β)ǵᛰࠔၸᘠᏔమࢱόዴჴ ктс ࢂਔ܈રၸำࣁׯ๓રࠔ፦Ǵҗబу٤ϯᏢᛰᏊӵጤᏊǵಥНᏊǶ೭٤ϯᏢᛰᏊᜤխԖᚇ፦Ǵכ ၸᘠᏔԖઇࢰǴ٬܈మࢱόዴჴǴ܈යమࢱۓ໔ΦΑԖݝౢғǴࡺబуᆅၡԖၸᘠᏔǴऩၸᘠᏔ҂ ઇϾǶ܈ǴԋԦᗺسΕࢬዀނԦ :ׯ๓ჹ ǴҗЬᆅዴᇡࢂցዴჴՉǶྣܡҔ࣬ᐒၸᘠᏔమࢱຼයǴ٠ाۓೕ.1 ࢂΠᖥํԖคಥǶ܈٠௲ػၸᘠᏔమࢱբྗǴమࢱਔ٠ᔠၸᘠᏔԖคઇࢰǴۓु.2 ϖǵᕉᕉნᄬय़ )ǵᆅၡݝౢғ) ӝǴததԖ่ޑނғᆶᇙำύϯᏢᛰޑނ༾ғܭᆅၡǴҗسǵқНسǵࢬዀسᇙำᆅၡхࡴഢዀ ޑᆅၡسԛࢬࢱύ໔ӵՖߥٿࢬࢱǴՠޑДεӼ௨ 1~2 ԛঁϺࢬࢱǴౢғǴՠᇙำᆅၡόёૈޑݝ ፐᚒǶޑౢғǴࢂঁख़ाޑమዅǴٛЗᆅၡݝ :ׯ๓ჹ ғǶޑނՏǴబуఠᏊǴٛЗ༾ғޑኬෳಒኧǴଞჹಒၨӭڗӧᇙำύ.1 Ƕ܄ᛰלৎቷ፺ඹǴٛЗಒౢғٿǴଞჹᇙำఠᏊబуǴЪനϿڋޑวхఠᏊቷǴॄೢᆅၡݝ.2 (Β)ǵӦΠНόዅ ౢғǶޑమНٰྍࢂӦΠНǴՠӦΠН೯த֖ԖϷβǴऩуΕᇙำύ٬ҔǴԋԦᗺޑҞ T ғౢጕ٬Ҕ :ׯ๓ჹ ܜଯࡋǴόёӧനեᗺǴٛЗۓΕαሡԖܜӧ؈ࣳԣǴӆࢬΕమНԣǴЪమНԣࢷܫٰࡕǴӃܜӦΠН.1 ǶނԦډ 2.ႣीӧྃঅਔǴܭᕴమНԣࢷрαቚԾၸᘠഢǶ (Ο)ǵऌરણӭ ΘஏӝࡋৡǴததԋڊરНϩ֖ໆଯၲ 64%ѰѓǴΕऌࡕౢғࡐӭરણǴԜਔऩऌޑᚆ໒ᓸᄧ ઇϾϷરԦୢᚒǶ :ׯ๓ჹ ΘஏӝࡋǶڊΘǴׯ๓ڊׯࣁ៶Ԅ׳ΘǴڊΘচࣁԾख़Ԅڊಃဂऌ.1 રણǶو֎ഢǴ֎ܜΘ০ࡕБуးڊܭ.2 ඤຼය 1 ԛ/ДǴٛЗᑃཞࡕஏӝόؼǶ׳Θڊۓु.3 ՉޑಃѤ ׯ๓Бਢ
ׯ๓БਢǴҬҗ T ғౢጕЬᆅೕჄޑׯ๓ቹៜરݨԦᗺۓՉࢂҗࠔ፦ׯ๓λಔፕࡕǴᔕޑׯ๓Бਢ ٮวݰమࢱπբ߾җఠᏊޑᔠǴԶޑమዅϷၸᘠഢޑՉǴՉΓЬाࣁ T ғౢጕᏹբΓǴॄೢЬा ׯ๓πբǴ߾җ T ғౢጕЬᆅගрπำׯޑਏ݀ዴᇡǶԶԖᜢഢޑᔈॄೢǴT ғౢጕЬᆅ߾ॄೢӚమࢱπբ ѳਔҬҗᐒఓಔΓࡼπǴऩቹៜଶܭೀೕჄՉǴׯ๓ഢᖼΕቷࡕǴऩόቹៜଶً߾ೌמ๓ൂǴҗπำ ճҔྃঅਔࡼπǶৣמҗ୯ѦہᓐጃࣴᑃπբሡाၨߏπයǴ߾ޑයߥᎦਔࡼπǶՠۓДԛǴ߾ճҔً ӢનϷׯ๓Бਢࡋӵ߄ 4-2ǶޑϩᆶՉǴቹៜરݨԦᗺޑҗങମკϩǴаϷׯ๓ჹ
ктт ӢનϷׯ๓Бਢࡋ߄ޑ߄ 4-3 ቹៜરݨԦᗺ
ቹៜરԦᗺϷઇϾচӢ ׯ๓ჹ ׯ๓ࡋ ܄চӢឦ ഢ ऌࡂഗᠢԦᅀݨН аᛰࠔวݰమࢱ ֹԋᅱύ Ꮚ ֹԋᅱύڋނቔр బу؈ᑈނᓐጃ؈ᑈ යమࢱᓐጃ ֹԋᅱύۓ ᓐጃࣴᑃܙӀ ྃঅύՉ ᔠ ֹԋᅱύڕܨයۓ ѐԦᐒߔ༞ మዅ ֹԋᅱύޑߥࡕዎྖݨિۓ ҕݨ܍ᄾㄲື ԋᅱύֹ ܍ඤஏ࠾ࠠື׳Їરᛣ፺ ᕳሜᡂ εҥᑔᕳሜᔠ ֹԋᅱύ܈εҥᑔઇϾ ගଯεҥᑔ௨෦ໆ ෳ၂ύ ઇϾ ଯᓸቔᆅቔమዅϷᓸΚᅱ ֹԋᅱύ܈રᏔᠢԦכ යаᛰࠔమࢱ ֹԋᅱύۓરᏔכ ཥࣁᄙԄ ֹԋᅱύ׳ଯᓸቔᆅ౽း રᏔࢂցઇϾ ֹԋᅱύכߥਔْᔠۓ Θ ྃঅύՉڊཥࣁ៶Ԅ׳Θڊરय़ᄾㄲ চ хးરҜᠢԦ ቚᙌᙯᐒ ֹԋᅱύ ଌዀᆅၡቚᅶ៓း ྃঅύՉ ෳᔠԦᗺኧ ֹԋᅱύܜዀ݈όዅ ዀ݈ჴࡼ ᒧଳృዀ݈ቷจ ֹԋᅱύ ٠௲Ꮴࢬࢱբྗ ֹԋᅱύۓु ᏹբБݤ ࢬࢱБݤό҅ዴ Εኲమࢱբόዴჴ ఏኲΠБቚΓϾᇂ ֹԋᅱύ ఏኲӼးԾమࢱᏔ ྃঅύՉ మࢱֹЬᆅᔠዴᇡ ֹԋᅱύ షΕཞર֞ ߥཞર֞ߕ߈Ӧय़మዅ ុ૽ግ௲ᏤނΓ ӣਔ౦ ٠௲ػ౦தೀբྗ ុ૽ግ௲Ꮴۓु ཞર֞Ӽးឪቹᐒ ֹԋᅱύ ᛰࠔၸᘠᏔమࢱόዴჴ ၸᘠᏔమࢱਏ݀ዴᇡ ុ૽ግ௲Ꮴ ٠௲ػၸᘠᏔమࢱբྗ ុ૽ግ௲Ꮴۓु ԋᅱύֹ ڋޑᕉნ ᆅၡݝౢғ วхఠᏊቷբݝ ӧ؈ࣳԣ؈ࣳ ֹԋᅱύܫ ӦΠНόዅ మНࢷрαቚԾၸᘠഢ ྃঅύՉ ׯࣁजԄ ֹԋᅱύ׳Θڊऌરણӭ ಃဂऌ ֎ഢ ֹԋᅱύܜΘ০ࡕБуးڊ ඤຼය ֹԋᅱύ׳Θڊۓु
ಃϖ ׯ๓ਏϩ
ࠔ፦ୢᚒǴҗׯ๓λಔങମკϩୢᚒচӢǴ٠ᔠׯ๓БਢᆶՉࡕǴी 2019 ԃ 12 ДǴޑԖᜢݨԡᗺ ԃ 1 2019 ޕᏒኧीǴளޑी่݀ǶԶҗ߄ 4-6 Ϸ߄ 4-7 ൂᐱݨԦᗺޑ όؼࠔᏒኧǴӵ߄ 4-5ޑԿ 2020 ԃ 3 Д Д~2019 ԃ 11 ДݨԦᗺᏒኧѳ֡ࣁ 95 ᏒǴԶ 2019 ԃ 12 Д~2020 ԃ 3 ДݨԦᗺᏒኧѳ֡ࣁ 44.6 ᏒǴԖܴᡉΠफ़Ǵ 126.5 ډᕴᏒኧѳ֡Ǵҗ 225.4 ᏒΠफ़ޑӣཞѨǴԶόؼࠔޑДऊ 75 ϡݨԦᗺᏒኧǴջ෧Ͽޑऊफ़෧ 53% ጕკ߄ҢǴวԖܴᡉΠफ़ᖿ༈Ǵӵკ 4-16שϩᆶՉǴԖؼӳԋਏǶаޑׯ๓ჹـᏒǴऊׯ๓ 43%Ǵё
лйй ߄ 4-4 2019 ԃ 1 Д~2020 ԃ 3 ДόؼࠔᏒኧी߄
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߄ 4-5 2019 ԃ 1 Д~2019 ԃ 11 ДݨԦᗺᏒኧᆶόؼࠔᕴᏒኧी߄
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߄ 4-6 2019 ԃ 12 Д~2020 ԃ 3 ДݨԦᗺᏒኧᆶόؼࠔᕴᏒኧी߄ ġijıIJĺ⸜IJijſijıijı⸜Ĵ㚰ᶵ列⑩☠㔠䴙妰 IJij㚰 IJ㚰 ij㚰 Ĵ㚰 ⸛⛯ 㱡㰉溆 ĵĶįĴ ĵĶįĴ ĵIJįı ĵķįĸ ĵĵįķ ᶵ列⑩䷥☠㔠 IJIJijįķ IJĴıįĹ IJIJĶįĶ IJĵĸįIJ IJijķįĶ
კ 4-9 ݨԡᗺᏒኧᖿ༈კ
ಃϖക ่ፕᆶࡌ ಃ ่ፕ
ǶϣᎍБय़ǴуΕ WTO ШࣚຩܰಔکวǴҞςԋዕϷႫޑǴᐕϖঁਔයۈѠરவ 1940 ԃж໒ ӑѭǵኻࢪǵύࠄऍӚ୯) ᏱԖচԋ)ޣեሽᎍǴԶӧѦᎍБय़Ǵय़ჹ୯ѦޑᙃࡕǴय़ჹύ୯Ϸܿࠄ٥୯ৎ ޑࠔ፦ǴԖӧࠔ፦യрǴωૈӧᝡݾᐟਗ਼ޑᓬؼۓ൩ࢂᏱԖᛙޑҁᓬ༈ǴନΑࡘԵౢϲભϷਏගϲǴനख़ा όؼࠔǴନΑԋӣཞѨǴࣗԿޑરၸำύౢғכޑДT ғౢጕǴӧ ޑਢ C રዀϦљঁزᕉნύғӸǶҁࣴ Ǵᝄख़܄ۓᛙޑቹៜࠔ፦׳ሡଶًమࢱǴόՠቹៜғౢਏǴ܈ԋ࠼ນ፝ᓭǴЪࠔ፦લഐౢғਔǴܰԋᘐર ЪόᘐߺሽᝡݾǴӧ୯ሞዀሽݢόᘐଯᅍϷ༊Ӣન٬کӭςᖿႫޣ߾ቹៜ࠼ЊΠൂཀᜫǶҞરౢӢᝡݾ ԵǴаගଯ୯ୖޑдғౢጕځϩǴයૈගϲરࠔ፦Ǵ٠բࣁޑаঁਢϦљբࠔ፦ׯ๓زᕇճόܰǴࡺҁࣴ ሞᝡݾΚǶ ᏹբࢬำޑરࢬำׯ๓ٰගϲરࠔ፦ǴԶঁਢϦљכݤঁਢϦљൂғౢጕӵՖၮҔزаঁਢࣴزҁࣴ лйк રғౢጕှ،ୢᚒٮࠔ፦ׯ๓БݤᆶၸำǴගޑǴᙖҗঁਢϦљ၀ғౢጕزਢࣴঁ܄ᆶᡍǴКၨӝբှញ ाӢϩǴௗբׯ๓ჹϩޑݩǴฅࡕբࠔ፦ୢᚒރࠔ፦ޑำׇǴ२ӃᕕှঁਢϦљ T ғౢጕزԵǶࡪྣࣴୖޑ ྍǴЬाࣁ၀ٰޑԏޑԋਏǴᆶׯ๓ਏϩǶၗޑՉǴനࡕዴᇡՉׯ๓Бਢޑׯ๓БਢǴ٠ ௗޔЎҹϷᔞਢၗǴхࡴᏹբइᒵǵइᒵǵᏹբЋнǵࠔ፦ᆅ߄ǴаϷલഐᔠрइᒵǴ٠ᙖҗޑғౢጕ ၗჴևǶೖፋǴΚޑᢀჸᆶЬᆅᆶᏹբ ЬाӢޑрࠔ፦όؼפᅿᜪϷኧໆǴ٠а࢙კϩБݤޑଞჹঁਢϩǴ२Ӄी T ғౢጕࠔ፦όؼزҁࣴ નࣁݨԦᗺǶӆаౢғݨԦᗺচӢǴၮҔတΚᐟᕏݤǴᇙբങମკϩǴௗϩׯ๓ჹϷՉǴനࡕׯ๓ԋ Ԗόؼࠔ܌ݨԦᗺДѳ֡Ꮢኧ 95 ᏒǴ՞ޑǴT ғౢጕׯ๓่݀زीϷࣴޑزਏዴᇡϷׯ๓ਏϩǶҗҁࣴ ׯ๓ਏ݀ǶޑǴၸׯ๓ჹՉࡕǴςׯ๓ࣁДѳ֡Ꮢኧ 44.6 ᏒǴׯ๓൯ࡋၲ 53%ǴԖᡉ%42.13 ޑ ᖿޑϩϷᆅБݤǴωૈӧӄౚϯޑπբǴၮҔԖਏޑ܄ᚒǴԶЪ೭ࢂុޑࠔ፦ׯ๓ࢂᇙख़ा રࣚࡕុࠔٮှ،ϩำׇǴ٠ගޑୢᚒচӢٮǴନΑගޑݤزҗঁਢࣴزࡷᏯǶҁࣴޑᝄ׳༈Π߆ௗ ԵǶୖޑز፦ׯ๓ࣴ ಃΒ ᆅཀ఼
ख़ाБݤǶ࢙კϩޑၮҔϩБݤԖ࢙კϩǵങମკϩǴаϷတΚᐟᕏݤǴ೭ࢂୢᚒচӢׯ๓زҁࣴ ኧໆϐελॹׇ௨ӈǴᐉ০ࣁচӢǴᕵ০ځӚᅿёૈচӢࡪྣޑीБݤǴஒᏤठࢌᅿ่݀ޑ،ۓڋݤࢂ ளᡉڗҺ୍аޑவӭҺ୍ύᒧԖज़ኧໆܭࣁୖԵǴҔޣ،ٮಕᑈԭϩКǴϩрЬाচӢ܈ࣁ่݀ኧໆ БݤǴѬΨёаᆀϐࣁȸӢ݀კȹ Ǵޑᡏਏ݀ǴΞᆀ 80-20 চ߾ǶԶങମკϩࢂᅿวୢᚒȸਥҁচӢȹޑ ܄ॶଆǴࡪ࣬ϕᜢᖄ܄р೭٤ӢનǴ٠ஒѬॺᆶפॺ೯ၸတΚᐟᕏךቹៜǴޑ٤Ӣનډڙᕴࢂ܄ޑୢᚒ ाӢკǶတΚᐟᕏݤȐBrainstormingȑǴࢂᅿࣁᐟ܄კ൩ћޑቫԛϩܴǵచమཱǴ٠рख़ाӢનޑԶԋ ှـޑှගрٰǴฅࡕӆஒεৎـޑࣴЬᚒԖᜢکஒတύޣᅿБݤǶୖᆶޑวബΚǵமϯࡘԵΚԶीрٰ ᕴᡏޑΚǴவԶᐟวགྷǹ٠ЪቚமΓڋဂᡏޑ෧ᇸԋύܭख़ཥϩᜪǶတΚᐟᕏύԖѤ୷ҁೕ߾ǴҔ གྷݤ(4) ᆕӝ٠ׯ๓གྷǶޑຑ(3) ගঀᐱץኧໆ(2) ЗബΚǶ(1)ଓ ࡘԵᡄᒠǴᗉխഈߐًǴӃޑှ،ԖཱུεշǴЪၮҔი໗ޑϩБݤǴჹୢᚒޑӵՖၮҔୢᚒׯ๓ޣᆅ ЬाচӢှ،Ǵջёε൯ׯ๓ୢᚒᗺǴഖԖਔၗྍԖज़ǴऩచӈԄ၌ှ،ǴԖਔᚻВቲਔǴޑஒԋୢᚒ ख़ᗺǴԋၗྍੁǶډЪΞό ϐࡌزಃΟ ҂ٰࣴ
ϣӧࠔ፦ׯ๓բǴх֖୷ख़ǵࠆࡋǵӚޑёଞჹરޣزׯ๓ǴࡕុࣴޑЬाરѦᢀࠔ፦زҁࣴ дౢጕځдౢጕഢᜪ՟Ǵځ༸ǴӢޑдౢጕځԋБय़Ǵᔈ၀ёᘉጓԿޑࠔ፦ׯ๓ǶԶӧׯ๓λಔޑᅿરΚ Ƕ܄ֹޑᡍҭॶளୖԵǴёቚуׯ๓ϩޑ ፓǶႽӢԋޑङඳόӕǴԶѸբޜǴฅୢᚒচӢჹਔǴёૈӢਔޑ܄πբࢂុޑࠔ፦ׯ๓ ӢΓ܈дቹៜӢનǴځӢഢԴϯԋ܈રᐒׯԋᇙำԖᡂǴ܈ᡂǴޑబуᛰࠔ܈રচכҁԵໆԶ٬ ୷ޑǴѝाӧࡽԖޑБݤᆶচ߾ࢂ࣬ӕޑୢᚒǴՠϩޑሡाԵቾޣሒௗୢᚒǴ೭ࢂբࣁঁᆅೌמᡂԋ ׯ๓Ǵ٠ӧѱᆢᝡݾᓬ༈Ƕޑঅ҅Ǵωૈ٬ࠔ፦όᘐکԵໆޑ܄ᘵǴុӄय़
ୖԵЎ ǵύЎϩ ǶޗހݤǴѠчǺϖࠄрزЦЎࣽ(1995)Ǵ௲ػࣴ .1 2. ύરዀϦљ҉ុൔਜ 2017Ƕ ȩǴ ٯа҉ᙦᎩરࣁ-زㅹՙ(2012)ǴȨરᇙำϩᆶࠔ፦Ӣનࣴ .3 ᅺγፕЎǶ܌زεᏢႝηπำࣴמ୯ҥଯᔈҔࣽ زՖਁໜǵ৪ӀѳǵЦǵျܱ(2015)ǴѠરౢϐϟಏǴ݅ࣴ .4 ಃΒය,13-14 ।ǶڔૻಃΒΜΒ лйл тಃۑמࣽڇቹៜǴӑޑ܄ғౢڇӑހৡ౦ჹѳૈ܄(2011)Ǵરޱण .5 ಃΟයǶڔΒΜΎ 6. રπӕϦᆛઠ http://www.paper.org.tw/TPA/associat.aspx રᐒఓཷፕǶכ൹ϡᑫ(2017)Ǵ .7 εᏢᔈҔמǴරࣽزરᔸᆄϐᛰਏࣴܭҔނഋ႘ᅚ(2002)ǴఠᏊషӝ .8 ᅺγፕЎǶسϯᏢ ݤǴѠчǹੀЎϯǶزഋయ(1995)Ǵঁਢࣴ .9 10.ഋߞੀ(2016)Ǵᇡკਜરᆶર፦ϩǴ୯ҥѠკਜᓔ-105 ԃࡋȨკ ߥӸᆶঅៈȩࣴಞǶ܄ਜႣٛ ǶޗހݤǴѠчǺЈрزယख़ཥ(2001)Ǵ௲ػࣴ.11 -Γω૽ीჄೌמ୷ᘵǴᔮπֽ 99 ԃࡋπޑરכျܱ(2010)Ǵ.12 ૽Ƕೌמરૈכ Βǵ मЎϩ 1. Yin,R.K.,(1994).Case Study Research: Design and Method, Newbury Park,CA:SageǶ
лйм Ьᚒ༜߄ᄽҞೕჄӢન Factors for the planning of theme park performances էሎ۸ 1 ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ᙔϟֻ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ঁҶޑᐟࡼڈވόӆࢂѝૈၯޣܭᆶВॿቚǴЬᚒ༜ჹ܄ᆶୖޑҶ໕ুࢲܭჹޗϞѠ ໕ୱǴଛӝԃࡋӚԄቼ܈ԖЬᚒ܄ޑࢲǴวԋឦЬᚒ༜ޑਸ߄ᄽҞǴᡣୖᆶӧύޑޣౢғ ၸำޑӧᢀ፞ޣǴᡣ܄ឦޑǵձ܄ӭኬޑǵᄽр܄ᙦޑԖӭϡڀǴЬᚒ༜߄ᄽҞڙᡏᡍᆶ٦ޑਸ ވ߄ᄽҞӕਔঋ៝ၯޑೕჄᆶ،ǴஒЬᚒ༜ޑ໔ǴၸޜޑΑঁЄډύǴ۵ኩਔಥᚆΑჴǴٰ ،ബཀᡏᡍǴՠӵՖঋ៝ԋҁೕჄᆶޑԖ፪ფЄڙགޣΨૈᡣ܄ᐟڈޑ Ьᚒ༜ډٰޣೕჄ،ኳԄǴᡣޑǴሡၸϷ҅ዴޣև๏ޑǴஒЬᚒ༜߄ᄽҞֹऍ ፪Ƕޑ߄ᄽҞڙ٦ډᐒϷᡏᡍǴၲޑވၯޣ۹ౣਔ໔Ǵගϲޑғࢲ٠อኩޑኩਔಥᚆჴύԆૈ ᜢᗖຒǺЬᚒ༜ǵᄽ᛬ࢲǵ߄ᄽҞǵϩቫભำׇݤ Keywords: Theme ParkǵPerforming artsǵPerformancesǵAnalytical Hierarchy Process (AHP)
1.ᆣፕ ङඳزࣴ 1.1
ਔ໔ୖᆶҶ໕ুࢲǴΨӢࣁҶଷਔ໔ᡂޑӭ׳Ӣଷය่ᄬᡂԶԖޣࡋჴࡼࡕǴڋҶڬ҇୯90ԃଆ Ҷ໕ਔ໔ᆶБԄፓΠǴวВᅌጲࠁǴฅԶЬᚒޣਔ໔ᆶᐒΨቚӭǴЬᚒ༜ӧޑѦᑜѱрၯډߏǴૈ ᜢᗖǴЬᚒ،ޑख़ाޣុᔼԋࣁΑЬᚒ༜ۓ߄ᄽǵഢǵ୍ܺ࣬ᜢࠔ፦ϕ࣬ᝡݾǴӵՖᛙޑ༜۶Ԝϐ໔ ǴӧӚᅿᝡݾచޣࠔ፦և๏ޑၯࡼޑᐟڈஒᡏᕉნǵݗൎᔼǵᡋᓀޑమཱૈܭᓬ༈ӧޑഢڀ܌༜ Ƕሡޑᕉნࢂց಄ӝԾρޑވঁၯډԵໆ׳ᐟǴڈၯࡼࢂցςόӆࢂൂપଓޣҹΠǴ ୱᆶᗺՏٰՉޑᒧޑǴϩཟѠҶ໕ুѱǴΨᑈཱུޣ߈ԃٰ୯ϣѦ࣬ᜢᢀӀҶ໕ুౢ ӝբǴၸೕჄǴ่ӝѠβೌמՉ܈ӝၗޣޑᆶ୯ѦޑၸӚᅿᆅၰᑈཱུޑ໒วҞǴ໒วቷΨόᘐ ၯޑǴҞٰᇥǴۺཷޑᐕўǵӧӦЎϯᆶ࣬ᜢুБԄǴයӧѠബಃঁ٥ࢪ्γѭޑғβߏ Ьᚒ༜ޑᐟǵფགྷ༟ڈވǵӳמࢂ่ӝжࣽޑжڗǴሡޑ୯Γрၯىаคݤᅈ܌ ǵფགྷ༟БԄǴམଛࡺ٣מ15ШइѱǴၸЬᚒ༟ǵуΕნቃǵݗൎᔼǵࣽܭၯ༜ྍ ǶόᆅࢂٗᅿЬᚒ༜ǴۓޑՅӭኬϯفՅǵᄽفނǴ༟ࡺ٣ݗൎǵ߄ᄽϣǵၯࡼǵӓ౺ۓЬᚒ аόᆅࢂӧᄽр܌ঁᕉǴၸຎ,᠋,ᡣၯ࠼ᑼΕЬᚒ༜ݗൎϐύǴޑݗൎᔼ࣬ख़ाޑ༜ ᆶೕჄǴӢԜǴѸӧ༜ࡌਔۓ໔࣬ᜢࡌǴࣣሡ٩ྣ༜ݗൎϷЬᚒՉᇙޜӦǵᆸѠǵᄽጕǵࡕ ᄽрǶޑֹऍӼ௨ᆶԋਏǴևၯ࠼ޑ൩ሡाᄽ᛬ი໗ᎫǴςၲࡕុᄽрೕჄ ϩձЬᏤǴམଛ܌Ьᚒޑኧঁόӕ܈༜ǶȨЬᚒȩҗঁޑԶࡌҥۓЬᚒ༜Ǵ៝Ӝࡘက൩ࢂൎᙅӧЬᚒ ޑЬᚒ༜ᡏᡍόӕډٰޣးǴ๏ϒܺڀၰޑၯࡼǴуπբΓکीඳᢀޑЬᚒ༜ϣόӕୱ ޑΒᎍਏǴவޑᓓගϲЬᚒ༜܈ࠔۺइޑᜐ࣬ᜢڬߐ౻ԏΕѦǴᗋૈޑࡽԖيЬᚒགǴନΑҁ ЬᚒޑӦౢٰՉଛᎍ୧ǴӢԜǴԋф܊ਸౢǴ໘ࢤӭኧམଛޑ॥ᓀଯ܄ࡋѐ࣮ǴЬᚒ༜ࢂၗف ᢀӀΓኧǴޑቚу၀ୱޑଛࡼǴЪ่ӝӦБࠤѱǴࠤѱࡌวǴЬᚒ༜Ӹӧૈε൯ࡋޑᜐڬ༜ሡམଛ ख़ाΚǶޑࠤѱว܈൩ᐒǴߦᔮวǴࣁ୯ৎٮගޑΨεໆ лйн ᐒزࣴ 1.2
॥ВՉǴᢀޑ॥ԃӛගϲǴ҇Ҷ໕ғࢲޑ߈ԃٰǴ୯ϣᢀӀౢጲࠁวǴ୯Γݒ፞߄ᄽೌ ၯࡼǴވ҇ǴΨόӧ߳ज़ѝޑЬᚒ༜ډЍрΨε൯ቚуǴԶӧޑ॥ΨԃϲǶҶ໕ুޑ፞߄ᄽ᛬ೌ ϸԶቚуΑᢀ፞߄ᄽޑ೭ঁᒧǴϞǴ༜ࠔจᔼΨၟ߄ᄽ᛬ೌ৲৲࣬ᜢǴӵՖӼ௨ӳޑ߄ᄽ᛬ೌიᡏǴӧ ༜္Չ࣬ᜢᄽрǴӧ༜ᔼэΑ࣬ख़ाޑঁᕉǶ ࡼǴёаҔΓࢬٰӣਏޑԋҁၨࣁଯǴόႽЬᚒ༜ϣޑೕჄᆶीǴӢΕޑ߄ᄽҞޑЬᚒ༜ ၗǴࡺӧೕჄၸำύǴሡၸӭБԵໆǴ߄ᄽҞӵᇙբԋҁԃගଯԶ༜ޑคݤӣԏᜪࠠܭϷӣԏԋҁǴឦ ޑӷهԏΕคݤᒿԋҁКԋߏǴ߄ᄽҞ൩य़ᖏջ٬༜ғཀӳǴՠᕴᔼԏԌନ߄ᄽҞЍрࡕǴᗋࢂև Ǵсᡉѱ܄ਸځख़ख़ࡷᏯǴӵՖวޑѱԵᡍᆶӕޑӕਔǴाय़ᖏВᅌᝄޑნǶӧεᕉნᔮӢનό٫ึ ႖Ǵബཥޑёૈ܄ǴࢂँઇރޑԵໆБӛǶ ߄ޑഢӭኬϯڀၯࡼϐѦǴሡाޑᐟڈೕჄǵᡋᓀޑӕᝡݾᐟਗ਼ǴฅԶЬᚒ༜ၸֹ๓ޑЬᚒ༜ ǴԖਔࢂޑҞޑЬᚒ༜ډΚၰǴၯ࠼ٰޑΒᎍ܈௨໗ΓዊǴ٠ၸ߄ᄽٰቚуՉᎍޑڀᄽҞǴٰϩࢬ༜ϣၯ ຫࢂ໒ЈǴЈᡫ൩ڙགޑǴၯ࠼Ε༜ނΓ٣ޑѐࢲӧόϼႽࢂჴғࢲύрޑ܄གྷኩਔಥᚆჴғࢲǴኩਔ ᜢᗖǶޑ۳ᡏᡍЬᚒ༜ԋфᆶցޣΕ༜ᡏᡍϷག୍ܺǴࢂ֎Їޑၯ࠼όӕٮȨᕍᘰȩǴග ຎޑ۔ᆶೕჄǴၸΓᜪགۓݗൎᔼǴ߄ᄽҞሡ٩ྣ༜ݗൎϷЬᚒՉᇙޑ༜ܭ༜ᄽ᛬ߐឦ ೕჄᆶޑᆶԋਏǴԵໆ،ޑݗൎϐύǴӢԜ߄ᄽҞೕჄޑᔼ܌ᑼΕЬᚒ༜ޑǵ᠋ǵᡣၯ࠼кϩ ࡘᆢǴவ߄ᄽЬᚒʈॣݗൎʈഋӈթʈᄽрևǴޑӢનǴࢂցૈӧԋҁႣᆉΠวචനεਏǴҔബཥ،، аᆢၯ࠼ჹܭЬᚒ༜ޑ߄ᄽҞཥᗲགǴԖᐒӆࡋख़ၯǶ БਢǴ،ޑਏԋࣁЬᚒ༜ӵՖၸ߄ᄽҞӧӭӕύ֎Їၯ࠼ǴҔ҅ዴޑ߄ᄽҞܭၯ࠼ჹ ѱౢғޑࣁӝ?ӵՖჹЬᚒ༜ۓကᆶۓޑഖȨ߄ᄽҞȩӧЬᚒ༜ύزևǶฅԶǴֹ׳ᡣ߄ᄽҞૈ Ξ၀ӵՖ?ڋय़ᖏব٤֚ნᆶज़،ޑว?ӧ߄ᄽҞޑߏᇻ׳ӛوշЬᚒ༜ڐቹៜ?߄ᄽҞ၀ӵՖၮբǴ ?، ޑҞزࣴ 1.3
،ҞЬᚒ༜߄ᄽҞय़ᖏӢᕉნӢનǵԋҁԵໆǵಔᙃ،ೕჄคܴዴϐೕჄБӛୖԵ٩ᏵǴаठܭҗ ԵໆǴᙖҗԜᄽ൩ၲԋΠӈ܈٤ҞࢂѸቚуٗۓ،നεਏǴ߄ᄽҞӼ௨ᔈޑၸำύคݤวච߄ᄽҞ Ҟޑ: Ьᚒ༜߄ᄽҞೕჄ،ϐຑӢનزࣴ .1 рפࡌҥЬᚒ༜߄ᄽҞೕჄ،ҞቫભࢎᄬǴᔈҔϩቫભำׇݤ(AHP)ीᆉӚԵໆຑӢનख़Ǵ .2 ӢનǶ، ளᕉნӢનǵԋҁԵໆǵಔᙃ،࣬ᜢԋҁڗ߄ᄽҞೕჄ،Ǵޑрӝפख़ǴՉຑаޑаᜢᗖӢન .3 य़ѳᑽБਢǶ
2.Ўӣ៝ 2.1 Ьᚒ༜ϟಏ
ޑᔼ܌Ьᚒ༜ڙ೭ঁ༜ૈ٦ډޣঁᡣٮǴගሡޑ໔ޜΓᜪ׆ఈᏱԖၯܭЬᚒ༜ଆྍ ࡌ܌ၯ༜ࢂӧՋϡ1133ԃޑᡏᡍǴШࣚಃঁམࡌޑᅿќᜪٮǴගڙགޑݗൎǴೡ୧ᅿფགྷԋ ǶЬᚒ༜ྍܨΑҥջډъঁДǴਔ໔ܫᔼၮਔǴԃ္य़ѝ໒ۈBartholomew FairǴ໒ޑǴӦᗺӧम୯ޑ ࠸ޑӧಃΒԛШࣚεᏯύό۩឴࣊ۺǴࣁΑइۀϻޑଭৎޑើǴϐࡕӧऍ୯วᑫଆٰǶٰԾើܭଆ Ƕ1952ԃٯӃޑϦ༜ǶԜၯϦ༜໒௴ΑШࣚ༾ᕭඳޑηǴҔ120ೀ॥ඳӜയೕჄᑫࡌΑ༾ᕭᏱԖើ॥ඳӜയ ໒ਔᒿջ៎ኻࢪǴԋࣁЬᚒ༜ޑӃ(ᆢ୷ԭࣽ)Ƕ ၯ࠼ঁኳᔕნ٠ЪёаᡏᡍЬᚒ༜ٮᕉნǴམଛीඳϷࡼǴගޑЬᚒ܄Ԗж߄ڀЬᚒϦ༜ࢂঁ ЬᚒǴՖᒏЬᚒ?ՖᒏޑೕჄрਸ܄ǵЎϯඳᢀ܄ǵࡺ٣ނᐕўङඳǵΓޑۓӦБǴ٠٩ྣޑݗൎᆶნ лйо թीޑਸϣǴམଛӝޑೕჄ܌ኧӚᔞයЬᚒډҗঁښǻȨЬᚒȩཀނΓ܄ࡰޑ༜ǻፔωࢂЬᚒ༜ ၗܭࠔᎍ୧ΚၰǴЬᚒ༜ឦ܈ᜐᓓڬᡏᡍૈޑٮග܌ЬᚒݗൎǶЬᚒ༜ڙགޣࡼǴᡣވၯک Ьᚒ༜ᏹޑᐒǴԋфޑࡋϷගଯᎍ୧ـӦౢଛр୧ٰቚуૈ܊ࢂၟޑـౢǴၨࣁதޑԋҁଯǵӣԏ॥ᓀε ӳǴૈቚуޑЬᚒ༜ѝाᔼޑനεǴԋфډౢॶวචޑუՔӅӕ໒วǴஒ۶ԜޑਓၯϷբ൨ ࠤѱቶᢀӀҶ໕ুౢ࣬܈Ьᚒ༜๊ჹ୯ৎޑ୯ৎᆶࠤѱٰᇥǴШࣚભޑᢀӀΓኧǴᏱԖЬᚒ༜ޑӧӦ ୯ޑӧ܌൩ᐒ๏ޑεໆٮࡋϐѦǴӕਔΨૈߦᔮᕷᄪǴගـૈޑࢂࠤѱ܈ঁϡનǴନΑගଯ୯ৎޑख़ा ৎ܈ࢂࠤѱǴࢂᔮࡐख़ाΚǶ 2.2 Ьᚒ༜߄ᄽҞᜪࠠ ȐȑၯՉȐParadeȑ ਸܺးǵး᛬ೌًࠠǴޑۓጕᆫ٠ऀམଛᔞයޑಔԋǴ೯தӧೕჄ܌ΓဂޑၯՉࢂҗՉ ࠟफ़ǵคΓᐒǵᛈઇǵОξቔวǵНמតౚǵޜམଛǴѮࠠޑᄽрਏ݀ǴਸቼΨԖόӕޑࣁቚуၯՉ ቼઔޑǴၯՉीೕჄࣁόӕ܄ё࣮ޑǵLed ManհӀǵྟОӭଛǴε൯ቚуၯՉמᒳ៓ΓǵНነԎً ቼࢲٰՉᄽрǶޑдӚᅿਸځࢂ܈ဃፍޑဃǵ໒Јޑ܁ǵଲۑহޑԶӸӧǴଛӝၭࡾǵݼޑҞ ՅǵЬᚒفᄽрޑБӛǴӧၯՉύҢЬᚒ༜ۓޑВٰբࣁၯՉЬᚒۓ܈ۑၯՉ߄ᄽਥᏵޑЬᚒ༜ ᄽǵᏔᄽתޑՅفന٫ਔᐒǴନᄽрޑǵམଛᕉნݗൎᆶЬᚒी॥Ǵࢂӛၯ࠼ҢЬᚒ༜Յނӓ౺ ࢬՉᄺԔǴջ܈ь೯ᄺԔޑڂ໔ၯՉǴམଛڹཥВ໔ᆶ׳ۓڰۑًْၯǴЬᚒ༜ޑࠩǵᄽဂᆸᗋԖ ࢂЬᚒ༜ၯՉᄽрኳԄǶ ȐΒȑቃ߄ᄽ ڀǵၰۓቃҁޑᢀǴၸำёૈѝԖ10ϩដǴՠሡाၸߏਔ໔ޑஒᆒ෨ᄽрև๏ᆸᆵޣ߄ᄽ᛬ೌπբ ᆸޑᄽрǶЬᚒ༜ϣޑ௨ግǵற௨ǵᕴறωૈֹऍೌמޑբࡕǴӆၸӭԛᇙբǵܺးीǵॣᒠ߃ ᆸѠ߄ᄽၟޑᄺᆸॣቃǴЬᚒ༜ޑەቃǵԴϿࠍูٽޑҞቃǵࣁλܻ϶Ѻۓޑཥ׳යۓᆵ߄ᄽԖ ޑѦቃᄽрၨεޑৡ౦܄ࢂǴু܄፦ଯܭ᛬ೌ܄፦ǴӧЬᚒ༜߄ᄽҞቃҁޑጓ௨ኗቪǵᄽޑަᡏբ ௲ڀ၉ࡺ٣ǵుูޑीǴाаૈಃਔ໔ِೲਂਆᢀҞӀࣁрวᗺǴቃҁ௦ҔᙁൂܰᔉޑᗋࢂᆸᆵᐩӀ ϶ࡺ٣ϣǴᄽрջᕇளελܻکނΓޑޕࣣ܌ࣁۓՅفࡺ٣ǴӢቃҁޑаШࣚΓ܈ࡺ٣قޑػཀက ࢂЬᚒ༜׳ॣޑᆸᆵीϷ᠋ޑᐩӀਏ݀ǵਸޑǵࢉڀးᆶഋӈթϷၰܺޑǶ๐ڥਗ਼߆ᆶᡋޑ ՅᆶሽॶǶޑᢀ࣮ᡏᡍǴ߄ᄽҞीѸமΚԎЬᚒ༜ޑख़ाಔԋϡનǴዴߥၯ࠼ૈԖന٫ޑ߄ᄽҞѸा ȐΟȑ ຉᓐቃ ߄ᄽǴ೭٤ୱёᒿᐒӼ௨ӧЬᚒ༜ϣǴόޑ୧౻ᢀۓຉᓐቃཀࡰӧЊѦϦ໒ୱՉᄽрǵؒԖ ΓޑշϩࢬၸӭڐᗺᄽрǴۓਔόۓόޑߕ߈Ǵၸ߄ᄽҞڀၯޑᗺՉᄽрǴӦᗺ೯தᒧӧߐۓਔόۓ ޑᄽрǴຉᓐ᛬Γᆉࢂ߄ᄽҞၨࣁձޑຉᓐᆫޑߕ߈Ӽ௨ᜪ՟ڀаǴӧߐၯ܌௨໗Ǵڀዊࡑӧߐၯ ቶǴԏΕޑࢂᄽр܈ѯמཥޑᏢ܌ࢂൂપࣁᖺᒲǵᚼӀޑຉᓐ᛬ΓǴᅿҞޑᅿᜪࠠٿҞǴᕴᡏٰёϩࣁঁ БԄǶຉᓐቃၨޑҞύՉǴԏΕٰྍаᛝऊӝբูٽ܈ၯՉۓܭૼہڙࢂޑྍ٩Ѻၯ࠼Ѻ፞ǴᅿҞٰ ޑᖂॣٰՉ߄ᄽǴགྷՐᢀޑۈᏔനচ܈ᏔǴᅰໆ٬ҔΓᖂޑၸࡋଢߝ܈ǵܺးڀၰޑᅥ࿗ܭό٬Ҕၸ ӀǴૈගଯຎਏ݀܈ၸᏔᇙៜߝమૄޑᖂॣࢂᜢᗖǶ ࢂຉᓐλ܈מ៥ೌ߄ᄽǵᚇऑޑᄽࠩǵλࠠޑጄൎ࣬ቶݱǴёаࢂॣޑຉᓐ߄ᄽёаӼ௨ޑЬᚒ༜ ຉᓐቃᆶதޑǵ౦୯ЎϯǵਸቼٰՉᄽрǶЬᚒ༜ॣޑ߄ᄽҞၸೕჄё٩ྣόӕਔයঁቃǴ Ϸቚុۯ໔ޜޑຉᓐቃ٠όࢂࣁΑቚуᚐѦԏΕǴԶࢂࣁΑૈӧ༜ϣԖज़ޑǴЬᚒ༜ܭຉᓐᄽрৡ౦ӧޑـ ډ༜வΕ༜ډᐟǴᡣၯ࠼Εڈ๏ϒၯ࠼ޑុ۔Ӛᅿག᠋܈ݗൎុǴӧຎޑǴᡣ܄ুޑу༜ ᡏǶֹޑр༜డό໔ᘐ ᄽתՅف(Ѥ) Յ٩ᏵᔍܺفࢂࡼǴ܈Ǵӧၯ༜ϣᒿᐒрӧຉၰڀၰ܈ᄽрΓ೯தးਸᔍܺޑᄽתՅف ȐMascotȑǴԖ٤ނՅ൩ࢂӓ౺ف܄ж߄ޑᄽתՅفڀӦᗺӧЬᚒ༜ǴЬᚒ༜ϣനޑᄽനύתՅفǶۓीԶ лйп Ƕ܄࠹ਏ݀ᆶж߄ڀׯᡂǴჹၯ࠼ٰᇥǴ࣬ޑՅᆶၯ࠼ϕǴӢࣁѦᢀε൯ࡋفԋתᔍቃᄽΨးޑϕԄ Ϧљٰӳ܈ਔং׆ఈࣁၯ࠼ޑᙍၮ໗ҴǴӢࣁр܈ҹٰж߄ঁҾނ܈ނՅёаࢂΓǵفޑނӓ౺ ޑΓǵՉᎍ࠹قжޑЬᚒ༜Ǵӕਔ໔ΨࢂҾܭำࡋό٥ޑᄽٰᚼӀתՅفၮҔނǶӓ౺ނаᆀϐӓ౺܌ၮǴ ᄽǴၸय़ჹय़ᆶၯ࠼תՅفࢂ܈൞ϟǴѝाрӧၟЬᚒ༜߄ᄽҞаݺݗൎǵਁᏟγǶคፕࢂচബ ဌޑӳۓᆶၯ࠼ჹ၉Ǵՠᇥ၉ϣ٩ྣ܈ёаᇥ၉ނΓޑᄽתՅفᡏᡍǴޑБԄٰቚуၯ࠼ӧЬᚒ༜ޑϕ ᆶଡ଼ቃБԄٰၟၯ࠼ق٠όϢᇥ၉Ǵѝૈ٬Ҕަᡏᇟނҁ٠ၸ٣ӃೕჄ௨ግωૈрӧၯ࠼य़ǴԶӓ౺ ᔈเ૽ግǴᙖаᕕှԾޑӚᅿဌҁڙၸำௗޑᄽᄽӧ૽תՅفၨᜤϩჴᆶᄬǴูٽՉྎ೯ᆶϕǶ ᄽᄽӧ༇ය໔ᜐ೯தഉՔ൳ՏπǴࣁתՅفୢᚒǶԶޑБԄٰӣᔈၯ࠼ޑࡺ٣٠ૈҔനӳޑՅङࡕفي ൎόዴڬ߄ᄽЪᗉխܭᄽᄽݙתՅفǵ੮ཀӼӄࡼϷᆢજׇǴԜೕჄૈᡣ୍ܺޑӳ׳ٮࣁၯ࠼ගૈ ᄊǶރޑᄽתՅفݩቹៜԶคݤֹӄΕރӢનۓ ߄ᄽҞ،Бӛ 2.3 Γޑǵόགྷय़ჹזЄШࣚǴኩਔಥᚆჴғࢲǴόҔय़ჹჴሞғࢲύব٤зΓόඍޑӧঁΓπѺрٰ уமϯ೭ঁຝǴၸҞᄽрǴ׳៥ΚǴၸ߄ᄽҞёаޑڻϞǴԾฅԖᅿઓޑǴӧғࢲᓸΚ࣬Ѯεނ٣ ǴىᅈޑЈᡫيයఈǴݒ፞߄ᄽҞࡕǴᕇளޑШࣚᗋԖํऍӳޑيԾܭЄགྷШࣚǴᡣΓॺჹޑᡏჴऍӳڀ ۓӛᔕوҞޑ߄ᄽҞਔǴाೕჄӭय़ӛޑỜှǶЬᚒ༜ӧೕჄԃࡋޑ܄ኩਔډᚆǴளܜғࢲύޑவВதᆙᕲ ၗྍޑϷᐒǴӧԖज़ೕჄሡޑϷ࠼ᇙϯ୍ܺǴᆒྗۓǵҞ࠼ဂǵѱزՉБԄǴவՉᎍࣴکϷ࠹ౣ ֎ޑගϲ߄ᄽҞჹၯ࠼ޑඤǴӵՖᆒྗޑཥගϲǴၸԃࡋᔞය׳ࠔ፦όᘐޑϷႣᆉΠǴஒЬᚒ༜߄ᄽҞ ϐख़ᗺǶزಒৡ౦ፓᆶೕჄࢂࣁҁ،ࣴޑ۸၈ࡋǴଞჹ߄ᄽҞޑЇΚǴᎦၯ࠼ჹЬᚒ༜
Бݤزࣴ .3 ࢎᄬزࣴ 3.1
ύᜢᗖϩࣁځᜢᗖӢનǴޑБݤϩቫભำׇݤ(AHP)ǴаЬᚒ༜߄ᄽҞ،ԋфز٬Ҕࣴزҁࣴ ϩǶޑǴаՉࡕុ܄࣬ჹख़ा܄ளӚቫભឦڗᆶೖፋаዴᇡቫભࢎᄬϷڔᙖҗৎୢ
!ՉЬᚒ༜߄ᄽҞೕჄ،ຑᒧЎ !߃ભቫભࢎᄬۓڋϐϣ
!٠ዴᇡቫભࢎᄬڔৎೖፋϷౢғৎୢ
ᔈҔ BIQ ीᆉӢનख़!
่݀ϩ!
ࢬำკزკ3-1 ࣴ ϩቫભำׇݤ(AHP)ᙁϟ 3.2
ፕᙁൂЪᏹբܰǴᔈҔጄൎࡐܭ1971ԃගрǴҗܭϩቫભำׇݤ(AHP)ԾϰൕεᏢ௲Thomas Saaty ǵᔈҔǵঅ҅زࣴޑόᘐޣǴၸӭᏢزჴࣴޑሦୱ٬ҔAHPՉεࠠ،ୢᚒޑӧόӕޣቶݱǴԖӭᏢ
лйр ǵϷᆅሦୱޗᆶჴ୍ǴᔈҔᔮǵزϷܴࡕǴAHPፕςВᖿԋዕֹഢǴϩቫભำׇݤςԖӭ࣬ᜢࣴ ،܄ӭឦޑݩΠۓዴܭୢᚒǴΨࢂᔈҔ،ޑԖኧঁຑྗ߾ڀݩΠϷۓୢᚒǴAHPЬाᔈҔӧόዴ،ޑ ܰǴ෧Ͽ׳ၗૻǴՉᒧǴ٬ளຑૈޑىٮБݤϷගޑ࣬К௲ٿٿϯǴճҔسϩǴஒፄᚇϐୢᚒϒа ቫભᜢ߯ǴΒࢂޑୢᚒԖΒǴࢂӵՖࡌᄬ،ϡનޑ،ኳԄਔǴሡाှ،ک॥ᓀǶճҔAHPࡌҥቫભ่ᄬ، ϡનᆶޑቫભঁᄬԋǴЪ܌а،ቫભঁٿቫભ่ᄬ೯தࢂҗޑ࣬ჹॶǶAHPޑӵՖຑӚቫભύӚঁϡન :ᡯᇥܴӵΠᄽᆉၸำϐځΠቫϐ໔ભᖄௗǴ ϯǴӈр࣬ᜢाનǴ٠ࡌҥቫભࢎᄬǶسຑ่ᄬϯǵޑஒፄᚇ،ୢᚒ .1 ԋჹКၨંତǶޑόӕБਢ܄Ӛឦک܄ࡌҥຑឦ .2 ࣬ჹຑॶǶޑӚБਢک࣬ჹख़ޑ܄ीᆉӚឦ .3 Ƕ܄ठۓᔠ .4 )* ࡌҥቫભࢎᄬ
،Бਢޑϐຑྗ߾ǴϷຑޑǵຑӚޑᡏҞǴԶࡌҥຑ၀Ҟϐޑ२Ӄࡌҥ،ୢᚒ ډǴკύቫભ߄ҢࣁၲٯǶკ3-2-2ࣁቫભࢎᄬጄۓԶ܄ፄᚇޑӭჲ၀ຎ،ୢᚒޑቫભܭϐቫભࢎᄬǴԿ ԵቾБਢϐቫભࢎᄬკǶۓ،ǴԶቫભΟ߾ࣁຑྗ߾Ǵаԋޑ܈ᕴҞǴკύቫભΒ߄Ңࣁᄬय़ޑ
!კ 4.3!!ϩቫભำׇݤ)BIQ*୷ҁࢎᄬკ !*ၗٰྍǺ!Tbbuz!)2:82!!!!! )Β* ࡌҥԋჹКၨંତ
ΐǴҗ୷ҁჄϩࣁϖᅿᜪࠠ:ӕख़ाǵั༾ख़ाǵሥࣁख़ाǵཱུࣁख़ाǵ๊ჹख़ाǴڗAHPຑЁࡋ߯௦ ᑽໆॶǴӵޑϖঁ୷ҁЁࡋ໔Ǵ٠፟ϒ2ǵ4ǵ6ǵ8ܭ٠፟ϒӜҞЁࡋϐᑽໆॶϩձࣁ1ǵ3ǵ5ǵ7ǵ9ǹќԖѤϟ ߄3-1܌ҢǶ ߄ 3-1 AHP ຑЁࡋ က ᇥܴۓ ຑЁࡋ ǴமǶ܄ӕख़ाڀБКၨБਢଅำࡋٿ ӕख़ा 1
3 ั༾ख़ा ᡍᆶղᘐั༾ӛ഻ӳࢌБਢǴัமǶ
5 ሥࣁख़ा ᡍᆶղᘐั༾ӛ഻ӳࢌБਢǴሥமǶ
7 ཱུࣁख़ा ჴሞᡉҢߚதமਗ਼ӛ഻ӳࢌБਢǴཱུமǶ
ჹ഻ӳࢌБਢǴ๊மǶ๊ۓᏵޭىჹख़ा Ԗ๊ 9 ॶਔǶ૱ש࣬ᎃЁࡋϐύ໔ॶ ሡा 2,4,6,8
(ၗٰྍǺSaaty, T.L. (1980
лйс )Ο* ीᆉӚቫભឦ܄໔ϐख़
ϐӢનᑽ่݀ڔຑЁࡋǴ௦ҔӢન໔ԋჹКၨǴаࡌҥԋჹКၨંତǺஒୢޑՉAHPݤϐڔ٩Ᏽৎୢ
ኧॶࣁΟޑϩفǴԶΠΟ܄࣬ჹख़ाޑ߾2ྗܭϩǴ ж߄ྗ߾1࣬ჹفΟޑ ԋჹКၨંତ Aܭໆॶ
, , , ୱࣁࡰԾρᆶԾρКၨǴΨ൩ࢂޑጕفॹኧǴҭջ = 1// ǶЬჹޑ࣬ჹՏኧॶف
۶ԜຑКϐԋჹંତǴӵΠ(3.1)კҢǴ(ᙁᅼǴ2005)Ƕ܄ᑽໆॶࣣࣁ1Ƕn ঁឦޑ
)4/2*!
)Ѥ* ीᆉቻॶᆶቻӛໆ
рቻӛໆ( Priority vector )ǶਥᏵࡌҥԋჹКၨંତࡕǴ٬ҔኧॶϩύதҔϐቻॶ(eigenvalue)ှݤǴ
ҢǴ܌(ᜢ߯ӵԄ(3.2ޑତAંکቻӛໆXᆶቻॶλޑତਔǴ Aં܄ठޑ ኧॶϩፕǴऩંତAࣁঁ
(ᙁᅼǴ2005)Ƕ
AX = λX )4/3*!
౽ࡕǴёளԄ(3.3):
ȐA-λIȑX = 0 )4/4*! n ঁቻॶ ޑ ளંତ AԄ(3.4)ύቻӛໆ X Ѹࣁߚ႟ӛໆǴЪ det(A - λI)= 0ǶஒՉӈԄှ໒ࡕǴջё
က Ǵ߾ԋჹۓϐख़Ǵ٠ ܄ឦܭჹ ܄ҢǴ ࣁឦ܌(ύനεቻॶࣁ ǶӵԄ(3.1ځλǴ
ҢǴ(ᙁᅼǴ2005)Ƕ܌ (КၨંତёаׯቪӵԄ(3.4
)4/5*!
зWࣁnঁឦ܄ޑख़ӛໆǴΨ൩ࢂW Ǵ߾ԋჹКၨંତAᆶख़ӛໆWϣᑈёளԄ
(3.5) Ǵ(ᙁᅼǴ2005)Ƕ
лйт )4/6*!
ကǴёวԄ(3.5)ύख़ӛໆ W ࡞ࣁԋჹКၨંତ A ϐቻӛໆǴЪ n ࣁۓ٩ᏵԄ(3.2)ჹቻӛໆϐ ύϐǴࡺԄ(3.5)ёׯቪࣁԄ(3.6)Ǵ(ᙁᅼǴ2005)Ƕځޑቻॶ )4/7*!
Ԅ(3.6)ளрǴӢԜёܭ ǴԶԋჹКၨંତ A ىख़ӛໆ W ࣁߚ႟ӛໆǴ٠ᅈܭҗ
ှനεቻॶ ᆶቻӛໆǴΨ൩ࢂख़ӛໆ WǶ٩ኧॶϩፕ
܄ठۓᡯѤǺᔠ (Ѥ)
ᇥǴऩ Ъ ߾ٰٯሀ౽Ƕᖐىᔈ၀ᅈ่݀ޑӳջԋჹКၨୃޑޣ،
༾ั܄ԋჹКၨંତόֹܰӄᒥྣሀ౽ǴӢԜёаሀ౽ޑᄬԋ܌ǶฅԶǴΓࣁЬᢀղᘐ
Ǵคᡉϐࡕҟ࣯ޑղᘐࢂӝޑ܌ӧຑၸำύޣΏࢂࡰ،܄ำࡋǶठޑ܄ӳठୃځफ़եǴՠሡෳ၂ (ᙁᅼǴ2005)Ƕ
!*8/4( !!!!!!!!!!!!!!!!!܄ӄठֹڀ߄Ңࡕղᘐ!!!1!! !!1/2!!߄ҢࡕղᘐԖୃৡόೱೣ! !ᇤୃޑڙ߄ҢࡕᗨόֹӄठǴՠࣁёௗ!!1/2!!
)4/9*!
ۓК(consistency ratio, C.R.) ٰᔠ܄ࡰ(consistency index, C.I.) Ϸठ܄ਥᏵSaaty (1980) ϐࡌǴаठ ठ܄ǴᇥܴӵΠǺ 1. ठ܄ࡰ(consistency index,C.I.)
=.ຑໆྗ߾ǶԶीᆉϦԄࣁC.Iޑଯե܄ϐৡ౦ำࡋǴёբࣁղᘐठޣٿ( ࡰനεቻॶ (λmax ) ᆶ໘ኧ ( n Ƕ܄ठޑԖзΓᅈཀڀཇଯǹऩC.I.ɩ0.1Ǵ߾߄ҢԋჹКၨંତ܄λmax- n ) / n-1Ǵଷ٬C.I.ॶཇλǴ߾ठ) 2. ठ܄К(consistency ratio,C.R.)
ᒏR.I.ࢂᒿᐒࡰ(random index, R.I.)Ǵ܌ତ໘ኧϷຑКЁࡋኧϐቹៜǴջC.R.= C.I./ R.I.ǶંډڙC.R.ϐελ ڀቚуཇεǴଷ٬C.R.ɩ0.1Ǵ߾߄ҢԋჹКၨંତύϐຑКॶޑҗᒿᐒౢғϐ҅ॹॶંତԶٰǶR.I.ॶᒿંତ໘ኧ ҢǶ܌࣬ჹᒿᐒࡰR.I.ॶ߾ӵ߄3-2-2ځǶӚ໘ቫКၨҞኧnϷ܄ڙԖёௗ
лкй ࣬ჹᒿᐒࡰ R.I.ॶځ߄ 3-2 AHP ύӚ໘ቫКၨҞኧ n Ϸ n 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
R.I. N.A. N.A. 0.58 0.90 1.12 1.24 1.32 1.41 1.45 1.49 1.51 1.48 1.56 1.57 1.58
(ၗٰྍǺSaaty (1980
ှӚБਢϐᓬ༈Кख़ॶᡯϖǺ (ϖ)
ॶ߾җӚቫભϐख़࣬४уᕴԶளǴ၀ॶཇځᆉӚБਢϐᓬ༈Кख़ॶǴ೯ၸࡕǴջёՉۓᔠ܄җठ ߄Ң௦યϐᓬӃׇཇଯǶޣε ୢᚒҗଯቫԛ،ޑБݤǴѬૈஒፄᚇޑॊǴ AHPݤ߯х֖ϩǵ໘ቫࢎᄬᆶӝ،ϩ่݀܌ᆕ ϯǴਥسୢᚒϒаຑ٠ЪޑቫભाનѸ࣬ϕᐱҥǴஒፄᚇ໘ቫ่ᄬǴҭջଷޑ۳եቫԛϩှࣁᙁܴ Ёࡋ(ratio scale)ٯᆶຑǴаКـᏵୢᚒዴҥᕴҞǴ٩ᏵቫભᕴҞ໒ᏤрԛाҞǴ٠༊ৎϐཀ ࣬ჹख़Ǵӆаޑঁ໘ቫຑྗ߾рቻӛໆ(eigenvector)ࣁຑԋჹКၨǴޑՉӚྗ߾໔࣬ჹख़ाำࡋ ᓬӃׇǶޑளᡏ໘ቫၮᆉᆕӝ 3.3 Ьᚒ༜߄ᄽҞೕჄӢનຑᒧࡰቫભࢎᄬ
ౢғǴҁ܌ۓᒧǴࢂҗ࣬ᜢЎ߃܄ϐЬᚒ༜߄ᄽҞೕჄӢનϐᒧᑽໆᄬय़ᆶຑឦزҁࣴ ЬाࢎᄬǶޑӢનϩزගрϐΟᅿຑᒧࡰǴϩձࣁԋҁᄬय़ǵೕჄᄬय़ǵഢᄬय़ΟᜪǴբࣁҁࣴزࣴ
კ 3-3 ຑӢનቫભࢎᄬኳࠠ
лкк ϩᆶ่݀زࣴ.4 ၗٰྍᆶϣϩ 4.1
ݤϷAHPݤՉϩǶҁകϩࣁѤǺڔϣϷࢎᄬǴᔈҔৎೖፋǵৎୢزҁക߯٩ᏵಃΟകϐࣴ চӢϩǵಃΒࣁዴᇡЬᚒ༜߄ᄽҞೕჄ،চӢϷቫભࢎᄬǵಃΟޑಃࣁЬᚒ༜߄ᄽҞೕჄ، ᜢᗖচӢǶޑрЬᚒ༜߄ᄽҞೕჄ،פՉAHPख़ϩ٠ڔࣁ٩Ᏽৎୢ ෳჹຝၗϩ߄ڙڔ߄ 4-1! ߃යୢ ࣬ᜢ ձ ௲ػำࡋ ᙍᆀ ߐ܄ ԛ πբԃၗ εଣਠ ߄ᄽೀೀߏ ߄ᄽೀ 20 ԃа ت 1 а ߄ᄽҾჄፐߏ ߄ᄽೀ 10~15 ԃ܌زࣴ ت 2 ፐߏ ߄ᄽೀ 6~10 ԃೌמζ εଣਠ ߄ᄽ 3 εଣਠ ߄ᄽᔼၮፐߏ ߄ᄽೀ 6~10 ԃ ت 4 а ՉᎍҾჄᕴᅱ ՉᎍҾჄ 10~15 ԃ܌زࣴ ت 5 6 ζ εଣਠ ՉᎍҾჄፐߏ ՉᎍҾჄ 6~10 ԃ а ༜ҾჄፐߏ ՉᎍҾჄ 15 ԃа܌زࣴ ت 7 ᆅ 15 ԃаೌמᕴᅱ ቃೌמа ቃ܌زࣴ ت 8 ᆅ 6~10 ԃೌמಔߏ ቃೌמεଣਠ ቃ ت 9 ᆅ 6~10 ԃೌמಔߏ ቃೌמζ εଣਠ ቃ 10
Ьᚒ༜߄ᄽҞೕჄϐ،ډϷᡍǴளޕޑࢂᔈҔAHPϐቫભࢎᄬǴၸৎڔҁ໘ࢤϐৎୢ ीԖ12ҽǶڔǴӣԏ100%ǴԖਏୢڔǴӣԏ12ୢڔӅวр12ҽୢزӢનϐख़Ƕҁࣴ ݩࣁǺ߄ᄽଯ໘Ьᆅ10%ǵ߄ᄽൂՏ30%ǵރǹᏢᐕ֡ࣁεεଣਠаǺᙍ୍ϩթ܄ζ%30܄تෳჹຝ70%֡ࣁڙ ᆅ50%ǹԃၗϩթೌמݩࣁǺ߄ᄽೀ40%ǵՉᎍҾჄ30%ǵቃރ40%ǵ༜Չᎍ20%ǹߐϩթೌמቃ ޑෳჹຝڙ௲ػНྗሥଯǴࣣӧεଣਠаǴޑෳჹຝڙݩࣁǺ 6~10ԃ40%ǵ10~15ԃ20%ǵ15ԃа40%Ƕރ Տ֡а߄ᄽᄽр࣬ᜢǴЬाॄೢ߄ᄽҞਢǵೕჄǵीǵ࿎ᏤϷᅱǴЪ࣬ᜢπբԃၗԿϿ6~10ԃаǴൂ୍ܺ ϐىϷᡍǴ٠ԖޕޑԖᙦڀϐЬᚒࣣزෳჹຝჹҁࣴڙаǴ܌ࣗԿԖ6ԋ࣬ᜢπբԃၗࢂ10ԃаǴ ϐৎǶزёᏼҺҁࣴىૈΚǴ، ่݀زࣴ 4.2
рӚᄬय़Ϸྗ߾ϐ࣬ჹख़Ϸ௨ׇǴՉЬᚒ༜߄ᄽҞीᆉǴ܌Power Choiceڀҗ،ϩπزҁࣴ ೕჄӢનຑᒧϷख़ϩǶ .ġ ᄬय़ᑽໆϩ
Кၨࡕ๏ϒϐϩٿٿՉڔȨЬᚒ༜߄ᄽҞೕჄϐ،ȩёϩࣁΟঁЬाᄬय़Ǵၸৎୢزҁࣴ ځᡏख़ख़ा௨ׇࣁ:ԋҁ(0.472648)>ೕჄ(0.292456)>ഢ(0.234896)ǶځኧǴЬᚒ༜߄ᄽҞೕჄӢનᄬय़Ǵ ࣬ϐᓬؼǶ܄0.1Ǵ߄ҢठܭࣣλޣٿC.I.ɨ0.00758ǴC.R.ɨ0.00677Ǵ ௨ׇ܄߄ 4-2 Ьᚒ༜߄ᄽҞೕჄϐ،Ӣનख़Ϸख़ा ௨ׇ܄ԛ ຑᒧᄬय़ ᡏख़ ख़ा 1 ԋҁ 0.472648 1 2 ೕჄ 0.292456 2 3 ഢ 0.234896 3 λmax=3.00492!!C.I.=0.00246!!C.R.=0.00425 Β.ġ ྗ߾ᑽໆϩ
ԋҁǵڀቹៜӢનࣁӦચߎǵᄽᖒၗǵၰځಃΒቫભࢂаԋҁᄬय़ǵೕჄᄬय़ǵഢᄬय़Οঁᄬय़Ǵ
лкл ܺးԋҁǵ߄ᄽҞᜪࠠǵ߄ᄽҞߏࡋǵҞ࠼ቫឦ܄ǵԃࡋቼ಄ӝ܄ǵᄽрቃҁബཥ܄ǵӦഢӼӄ܄ǵ ׇ܄ᡏຑᒧྗ߾ᑽໆϩ่݀Ǵ٩ׇख़ाޑǵӦᏔೕኳ13ঁྗ߾ǶਥᏵಃቫભϐᄬय़܄ഢࢎፄᚇ ՉϩӵΠ: ()Ȩԋҁȩᄬय़ϐྗ߾ຑᒧᑽໆϩ
ԋҁ(0.255177)>ߐڀӧԋҁᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाׇϩձࣁᄽᖒၗ(0.261208)>ၰޕҗ߄4-3ள ౻ሽ(0.185754)>ܺးԋҁ(0.154868)>Ӧચߎ(0.142992) җԜёޕǴৎॺᇡࣁܭԋҁᄬय़ύǴᄽᖒၗനࣁख़ C.I.ɨ0.00758ǵC.R.ɨ0.00677Ǵ܄ठޑԋҁǵߐ౻ሽǵܺးԋҁǵӦચߎǶҁቫԛࢎᄬڀԛ٩ׇࣁǺၰځाǴ ࣬ᓬؼ܄0.1Ǵ߄Ңठܭࣣλޣٿ ௨ׇ܄߄ 4-3 ԋҁᄬय़ຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 Ӧચߎ 0.142992 5 2 ᄽᖒၗ 0.261208 1 ԋҁ 0.255177 2ڀၰ 3 4 ܺးԋҁ 0.154868 4 5 ߐ౻ሽ 0.185754 3 λmax=5.03033!!C.I.=0.00758! C.R.=0.00677 (Β) ȨೕჄȩᄬय़ϐྗ߾ຑᒧᑽໆϩ
܄ӧೕჄᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाׇϩձࣁ߄ᄽҞᜪࠠ(0.489508)>Ҟ࠼ቫឦޕҗ߄4-4ள (0.214382)>ԃࡋቼ಄ӝ܄(0.111378)>ᄽрቃҁബཥ܄(0.095669)>߄ᄽҞߏࡋ(0.089062) ҁቫԛࢎᄬޑठ܄ ࣬ᓬؼǶ܄0.1Ǵ߄ҢठܭࣣλޣٿC.I.ɨ0.0093ǵC.R.ɨ0.0083Ǵ ௨ׇ܄߄ 4-4 ࠨऊϣᄬय़ຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ߄ᄽҞᜪࠠ 0.489508 1 2 ߄ᄽҞߏࡋ 0.089062 5 3 Ҟ࠼ቫឦ܄ 0.214382 2 4 ԃࡋቼ಄ӝ܄ 0.111378 3 5 ᄽрቃҁബཥ܄ 0.095669 4 λmax=5.0372!!C.I.=0.0093!!C.R.=0.0083 (Ο) Ȩഢȩᄬय़ޑຑྗ߾ᑽໆϩ
܄ӦഢӼӄ<(0.45633)܄ӧԋҁᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाׇϩձࣁഢࢎፄᚇޕҗ߄4-5ள 0.1Ǵ߄ҢܭࣣλޣٿC.I.ɨ0.01499ǵC.R.ɨ0.01338Ǵ܄ठޑӦഢᏔೕኳ(0.148177) ҁቫԛࢎᄬ<(0.395493) ࣬ᓬؼǶ܄ठ ௨ׇ܄߄ 4-5 ഢᄬय़ຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ຑྗ߾ ֽख़ ख़ा 1 ӦഢӼӄ܄ 0.395493 2 2 ഢࢎፄᚇ܄ 0.45633 1 ӦഢᏔೕኳ 0.148177 3 3 λmax=3.00074!!C.I.=0.00037!!C.R.=0.00064
лкм ௨ׇ܄߄ 4-6 ᚒ༜߄ᄽҞೕჄϐ،Ӣનຑྗ߾ख़Ϸख़ा ௨ׇ܄ԛ ᄬय़ ຑྗ߾ ᡏख़ ख़ा 1 Ӧચߎ 0.067585 8 2 ᄽᖒၗ 0.123459 2 ԋҁ 0.120609 3ڀԋҁ ၰ 3 4 ܺးԋҁ 0.073198 7 5 ߐ౻ሽ 0.087796 6 6 ߄ᄽҞᜪࠠ 0.14316 1 7 ߄ᄽҞߏࡋ 0.026047 13 8 ೕჄ Ҟ࠼ቫឦ܄ 0.062697 9 9 ԃࡋቼ಄ӝ܄ 0.032573 11 10 ᄽрቃҁബཥ܄ 0.027979 12 11 ӦഢӼӄ܄ 0.0929 5 12 ഢ ഢࢎፄᚇ܄ 0.10719 4 ӦഢᏔೕኳ 0.03480610 13
ࢎᄬ13ຑྗ߾ύǴৎॺᇡࣁೕჄᄬय़ϐȨ߄ᄽҞᜪࠠ嘹زǴҁ่ࣴ݀ޑਥᏵ߄4-6ຑྗ߾ख़ϩ ԛࣁԋҁᄬय़ϐȨᄽᖒၗȩǴಃΟࣁԋҁᄬय़ϐȨၰځᜢᗖচӢǴޑࢂЬᚒ༜߄ᄽҞೕჄϐ،Ӣનύനख़ा ԛࣁᄽᖒၗǴӆٰࢂၰځࢂ߄ᄽҞᜪࠠǴޑЬᚒ༜߄ᄽҞೕჄϐ،Ӣનύ२ӃԵቾޕԋҁȩǶҗԜёڀ ԛࣁೕჄځҞࣁࣁೕჄᄬय़ϐȨ߄ᄽҞߏࡋȩǴޑၨե܄Ǵӧ13ຑྗ߾ύǴৎॺᇡࣁख़ाޣԋҁǶќڀ ᄬय़ϐȨᄽрቃҁബཥ܄ȩǴಃΟࣁೕჄᄬय़ϐȨԃࡋቼ಄ӝ܄ȩǴΟޣख़ࣣλܭ0.02Ǵ߄ҢৎॺᇡࣁЬᚒ եǶޑѬຑྗ߾ٰځၨٯाԵໆϐК܌༜߄ᄽҞೕჄϐ،ӢનǴԜΟຑྗ߾
5. ่ፕᆶࡌ ፕ่زࣴ 5.1
߄ᄽǴޑࢂᢀ፞ᆒற܈Ԗਔ໔ୖуҶ໕ࢲ׳ਔ໔ᡂӭǴΨޑࡋǴᡣ୯ΓрၯڋҶΒВڬޑ҇୯ΐΜԃଆჴࡼ ࣬ᜢᓬ༈Ψࢂ໘ࢤೕޑഢڀ܌ጲࠁวǴՠӵՖѐсᡉЬᚒ༜ޑೲזගΠޑ߄ᄽҞΨӧԜԖճޑЬᚒ༜ ߄ᄽҞೕჄਔǴ಄ӝޑҶ໕ࢲǴӧЬᚒ༜ޑ഻ངޣ߄ᄽǴςࢂ໘ࢤፏӭޑख़ᗺǴݒ፞ᆒறޑჄ، ϷᄽрྗǴၸຎ,᠋,ᡣၯ࠼ᑼΕЬᚒ༜߄ᄽҞݗൎϐύǴόᆅࢂӧᄽрӦǵᆸሡޑᢀ፞ޣ Ѡ းǴᡏೕჄၸܺڀၰޑಒጏ׳ܭࣗԿۓ໔ǵᄽрቃҁǵ࠼ቫޜǵୱޣǵᄽᆸ܄ਏ݀ǵቃഢӼӄ ബޑ՜Կ߄ᄽҞۯวགྷᘜય ԋҁࡌᄬ ᄽрೕჄ ฯᡏམࡌޑԵໆᆶೕჄǴவ߄ᄽҞޑำሡၸӭय़ӛ ᄽрǶޑֹऍᆶೕჄǴևၯ࠼ۓཥǴམଛԃࡋቼǴஒ༜ݗൎϷЬᚒՉᇙ 5.2 ᆅཀ఼
ᕉნǴՠ߈ԃӢᔈ᛬Ўࢲᑫވၯޑᐟഢڈӑຝ൩ࢂঁԖӭኬόӕޑ݈څၨࣁޣܭЬᚒ༜ჹ ډᕉნǴନΑၯࡼǴӕኬૈݒ፞ޑᐟၯࡼڈވளѝࢂঁёаၯޑ݈څόӆࢂޣܭଆǴЬᚒ༜ჹ ӢનǴஒӚᜪࠠόӕޑӭ׳߄ᄽҞೕჄሡाԵໆޑǴЬᚒ༜ޣޑӭԃសቫ׳ᆒற߄ᄽǴࣁૈ֎Їޑଯࠔ፦ ޑଯНྗڙЬᚒ༜Ψૈ٦ډٰޣǴᡣ܄ཥᗲགϷബ࣬ᜢ၉ᚒޑ߄ᄽҞܭჹޣ߄ᄽϡનуΕǴගϲޑ ߄ᄽࠔ፦ǴฅǴЬᚒ༜ޑ߄ᄽҞᇙբሡԵໆޑӢનόൂѝࢂᆒறӳ࣮ԶςǴᗋުॄЬᚒ༜ϣޑޣ௨ :ᆅཀ఼ϩॊӵΠޑزॊǴҁࣴ܌фҔǴᆕӝаޑ໗ϩࢬ ԵໆБӛǴӭኧࢂᓬӃԵໆԋҁႣᆉǴૈᅰໆ࣪൩࣪ǴՠӢࣁၸࡋԋҁႣᆉޑ/ġа۳߄ᄽҞೕჄ، ޑǴѝाԋҁႣᆉคݤЍኖǴ߄ᄽҞڋೕჄᐒޑനӳǴΨӢคֹ๓ډࠔ፦ᆶϣޑυੋǴคݤஒ߄ᄽҞ
лкн ޑԋҁႣᆉǴуֹ๓ޑሡ܌Ǵᆒዴຑр߄ᄽҞڋϣ൩ሡाঅׯᆶፓǴёၸ߄ᄽҞೕჄ،ᐒ ᄽрǶޑᆒறޣ࣬ᜢǴ๏ޑǴӼӄۓୱೕჄ ቫय़ֹӄόӕǴޑೕჄ،Եໆܭ፦όӕǴჹ܄࣬ၨਔǴܴᡉё࣮рӢᚈБ܄Յឦفόӕঁٿ Β/ġϩ߄ 4-11 ೕჄ،БӛǶޑቹៜǴԶౢғόӕޑ܄ௗޔೕჄ،ԖܭϷᢀᗺ൩ჹ܄ឦޑՅفৎ ೕჄ،ܭЬᆅჹೌמৡຯǴᗨҾჄЬᆅᆶޕೕჄ،ᇡޑЬᚒ༜߄ᄽҞೕჄϐ،Ӣન࣬ᜢٮගزΟ/ġҁࣴ ЬᆅሸЈֹԋǶೌמӅӕҞǴۘҾჄЬᆅᆶޑৡ౦ӸӧǴோᚈБᔈԖӅӕᇙբᆒற߄ᄽҞޑޕԖᇡ Бᆶࡌز҂ٰࣴ 5.3
Ǵஒፕᆶჴ୍่࣬ӝǴ܄࣬ᜢޑǴ่ӝЬᚒ༜߄ᄽҞೕჄ،ز୯ϣǵѦ࣬ᜢЎϐࣴ༼زҁࣴ ڋΓેచҹज़کਔ໔زΓᏢǵೕჄჴ୍ᡍϷࣴঁܭǴᛖ܄Ϸ،࠼ᢀ܄ೕჄֹڀ׳ૈزচႣයҁࣴ ԵБӛǶୖزϐࣴޣزϐ่ፕϝԖόֹഢϐೀǴගрΠӈϐࡌǴаբࣁࡕុࣴزΠǴ٬ளҁࣴ Ѭ߄ᄽځёቚуԿزೖፋৎࣁ߄ᄽҞೕჄ،࣬ᜢπբϐΓγǴࣚၗᐕ࣬ᙦǴࡕុࣴ܌زѤ/ġҁࣴ Ƕሡޑຠ߈ೕჄ،׳ೕጄૈޑ߾ྗޑΓγǴᡣຑޑሦୱ ϩКၨǶ่݀زԋ݀ёၟҁࣴزБݤǴϷࣴزࣴ܈ೕჄ،БԄޑё௦Ҕόӕޣزϖ/ġࡕុࣴ ԖՖόӕ٠ৡ౦КၨǶزǴᆶҁࣴ܄Ӛᜪࠠ߄ᄽҞϐೕჄ،БԄϷৡ౦ܭёჹޣزϤ/ġࡕុࣴ
ୖԵЎ .ύЎϩ ಃΒය ҇୯ΐΜϖԃΜΒД। 125~147Ƕ ڔಃϤزਓၯᆅࣴ ز༜ၯ࠼ၯᏨᡏᡍᅈཀࡋϐࣴ.1 ᙁᅼ(2005)ǴȨ،ϩᆶᆅȩǴᚈယਜ൴Ǵಃ 224-253 ।Ƕ.2 ᐽ௵(2003)ǴȨ่ӝቫભϩݤᆶቺݤࡌҥૐϼҾၗຑኳԄȩǴ୯ҥԋфεᏢᅺγፕЎǶ.3 ǶЬᚒၯ༜ǴѠчǺ၏МਜֽǶ(1995)⋹ځᖴ.4 ǶЬᚒ༜໒วჴ୍ǴࡌᑐৣයтǴ18(5)Ǻ.45-61Ƕ(1992)ےቅᏦ.5 ቅೱपȐ2000ȑǶ21 ШइЬᚒ༜ϐფЄᆶჴǶѠчѱǺ၏МਜֽǶ 6 /Бᆛઠ https://www.themepark.net.tw۔ӄᆵЬᚒ༜ 7 8.ᆢ୷ԭࣽЬᚒ༜ଆྍϟಏ https://zh.wikipedia.org/wiki/%E4%B8%BB%E9%A1%8C%E5%85%AC%E5%9C%92 9.ᇳျȐ2012ȑǶЬᚒϦ༜Ҷ໕ਓၯၗྍᕴፕǶᆵǺৣεਜलԖज़ϦљǶ Β.मЎϩ 1. aty, T.L. (1980). The analytic hierarchy process: planning, priority setting, resources allocation. New York: McGraw. 2. Saaty, T. L., & Vargas, L. G. (1984). The legitimacy of rank reversal. Omega, 12(5), 513-516.
лко زਢϦӅπำႣᆉᆅᜢᗖӢનϐࣴ էሎ۸ 1 ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ഋ҉ 2 ғزᅺγ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ࢂҾ܈ᐒǶ୯ৎਢϦӅπำႣᆉᆅޑҥݤଣӧቩႣᆉਔᕴࢂᎵǴᒿߡ೯ၸǴЇวਢႣᆉᆅ ӢનวғᏤठനࡕՉਢπำႣᆉᆅόۓόዴډࡕჴՉǶࡼՉਔ࿘ۓڋǴۓڋፕޑႣᆉᆅा٣ ǶزགྷǶΞЇวΑჹቹៜਢϦӅπำႣᆉᆅᜢᗖӢનϐࣴ ϩࡕዴᇡӃԖቹៜਢπำڔБݤǴፕᆶৎୢزቹៜਢπำႣᆉᆅᜢᗖӢનѸाԖࣴ ԖڀፕᙁൂǴӕਔΞޑǶAHPቫભϩݤز௦ҔAHPݤբࣴزਢࡕࡼՉǶҁࣴۓቫભࢎᄬǴޑႣᆉᆅᜢᗖӢન ჴҔ܄ǹ ϷЎԶֹԋǶҞڔቹៜਢϦӅπำႣᆉᆅᜢᗖӢનϐቫભࢎᄬǶፕᆶৎୢزҁࣴ ਢϦӅπำႣᆉᆅϐᜢᗖӢનύӵૈय़य़زࢂख़ाǶࡺҁࣴ׳ғӸډפӵՖӧआੇύޣᔮόඳਔයǴԶҾ ᝡݾᓬ༈Ƕޑ॥ᓀǴගϲਢϦӅπำႣᆉᆅࠔ፦Ǵቚу୯ৎ҂ٰੁޑݙཀǴߡёफ़եၗྍ ᜢᗖӷǺਢϦӅπำǵႣᆉᆅǵϩቫભำׇݤ Keywords: Keywords: Project Public Engineering, Budget Management, Analytic Hierarchy Process (AHP)
1.ᆣፕ ङඳزࣴ 1.1 1.1.1 ҁ୯ख़εϦӅπำ ख़εϦӅπำࡌхࡴ: ጯᕴ୯Һޑख़ाЋǴѠၸѐޑᄽ୯ৎᔮวתϦӅπำࡌޑঁ୯ৎ )ᙁϟǺ(1)ч៓ၡ (2)ύ҅୯ሞᐒ (3)ҡϯہϣவ1973ԃ~1985ԃᑫࡌϐΜεࡌ(Չࡹଣᔮࡌ π: (4)ᐞෝ (5)ਡૈวႝቷ (6)εྡྷᒳቷ (7)ᆵύෝ(ෝ) (8)ύ୯ಭቷ(ި)Ϧљ (9)ύξଯೲϦၡ (10)៓ၡ ႝϯ (ᆢ୷ԭࣽ,2019) Ѡଯೲ៓ၡ:݈ᐏɡѰᔼࢤǴၡጕӄߏ349.5ϦٚǴᕴႣᆉޑᕴฦ፵ҺϣԾ1996ԃ11Д~ 2007ԃ1Дᑫࡌ 2018ȑ,ےǶ(Ԣᝬ୍ܺޑࢂѠ׳ࣁ4500ሹϡǶѠଯ៓ೱ่ѠࠄчЬाࠤѱǴόѝࢂҬ೯ၮᒡǴ ًޑ1987ԃ~2004ԃ໔ᑫࡌᅽᅟነଯೲϦၡǴࣁ୯ၰΟဦǴЬाфૈࣁϩණဦଯೲϦၡܭഋᕴНࡧҺϣ (ୱаѠՋࠤᙼᆶໂࣁЬǶ(ᆢ୷ԭࣽ,2019ޑၸ܌фૈǴӢԜӄጕޑࢬໆǴЪԖѳᑽࠤໂว ጰᕴमЎҺϣ߾வ2017ԃ~2019ԃᘳ୷ᘵीฝ:(1) ᆘૈࡌ (2)ኧՏࡌ (3)Нᕉნࡌ(4)ॉၰࡌ (,2019ہ௲ػࡌ (7)१Ӽࡌ (8)Γωػߦ൩Ƕ(୯ৎวٽࠤໂࡌ (6)ଞჹϿηϯؼ๓থ(5) 1.1.2 ᔼᙁϟ ᡙᔼ܍ᗄѱǵᑜ(ѱ)Ьᆅᐒᜢᒤёǵฦǵޔ܈ကǺᔼ߯ࡰςӛύѧۓȨᔼݤೕȩޑۓڋਥᏵ92ԃ Ǵᔼёϩᆕӝᔼǵᔼۓ࣬ᜢ୍ǹࡪಃϤచೕځᙄπำϐቷǴԶᔼᙄπำ߯ࡰβЕǵࡌᑐπϷ ǴE εᜪᔼ ((ހȨύ҇୯ՉྗϩᜪȩಃΎԛঅुޑጓӑ܌ࡪՉࡹଣЬीೀ)ـಒୖځϷβЕхπǶ ҅ᑣ , 2011)Ƕ ȨᔼݤȩύǴஒᔼᜪձख़ཥϩࣁҘǵΌǵЧᆕӝᔼǵᔼаϷβЕхπޑۓڋΞ٩Ᏽ92ԃ
лкп ϖભ(ಃ6ǵ7చ)Ƕ ΚǴฅԶᔼڐϩ๏ޑБԄϩх๏ᄡΠޑਢπำǴၸϩҞޑᔼቷȐхȑЬाࢂஒளࡕ ݩΠǴՉޑΚӧϕόυᘋЪΞё࣬ϕଛӝڐፓྎ೯ϐπբǴᡣӚڐቷനЬाࢂॄೢਢπำࣚय़ӝ ӚࡼπǴӵයֹԋਢπำҞӵკ1-1
კ 1-1 ѠᔼৎኧϷԋߏ ၗٰྍǺϣࡹᔼࡌȐ2014ȑ εЋ(კ1-2)Ǵӧ80ǵ90ԃжǴᔼଅගϲǴΏٿࡹ۬ਢၗᆶεҾၗܭᔼวεٰԾ ΕǴᔼඳૈΨ࣬ჹ࠶Ƕՠӧ921εӦǴؠࡕख़ࡌǴࡹ۬ၗΚၰςόӵޑࡹ۬ၗεໆܭᘜф εҾၗቹៜΨၨࣁܴᡉǶڙ֧࠶НྗǴϸԶࢂεҾၗଅගϲǴࡺᔼᔼᖿ༈ޑ۳த уமǵޑӦБࡌᘉεϣሡޑલαǴӵ97ԃޑ୯ϣၗܭՅӧفޑᄽתԜǴ߈ԃٰࡹ۬ӧၗܭԖ᠙ ϦӅၗࡌᆶ܄Ƕόၸᆕᢀᔼᘉεۈ໒ޑᘳ୷ᘵࡌޑᑫᔮᘉεϦӅၗࡌǴࣗԿࢂ106ԃਁޑ98ԃ (КǶ(݅ࠄ,2018ܯ۳த80ǵ90ԃжϐख़εϦӅၗࡌςϞߚ
ᡂϯܭ០ٰځკ 1-2 ᔼғౢЛᚐϷ (ଣౢၗ(2018زၗٰྍ: (݅ࠄ,2018),Ѡᔮࣴ ᔈٮεϩǴᆶ୯ी҇ғҶᆶӅǴёᔮౢޑᔼનԖȨОًᓐπȩϐᆀΏϦӅၗࡌख़ा ൺผǴࡺޑǴٰᔮඳޑวǴࡺ୯ৎᔮඳեਔǴࡹ۬߾ݙΕਢϦӅਢπำႣᆉၗޑ Ǵᒿඳϐቹៜޕख़ांǶਥᏵ101ԃࡋᔼࡌᔮཷݩፓൔύளޑᔮࢲჴࣁ୯ৎᔮวᆶᝡݾΚ (ߎᑼੇቖ(2000ԃ)Ǵ୯ϣߎᑼ॥ኪ(2008ԃޑ୯Ѧܭᔼཇٰཇ֚ᜤǶ߈ԃٰҗޑևΠྖᖿ༈Ǵ߄ҢѠᔼ วΨᄐᎁόϿ֚ᜤǴБय़ޑԋ୯ሞᔮόඳǶ୯ϣᔮᑵచǴGDPࡰኧΠफ़ǴѨۚଯόΠǶᔼ ቚޑᔼໆᆙᕭǴӢҙፎܰǴᔼቷৎኧόᘐޑᔮԋߏଶႥॹଏǴᏤठόᆅࢂࡹ۬ਢϦӅπำϷ҇໔ਢπำ ᜤЬा൳ঁ֚ޑᎁၶ܌ൻᕉǴ٬ளեሽཟςԋΑᔼදၹຝǶҞᔼ܄ሡѨᑽൾٮݩΠǴѱޑу ሽݢቃਗ਼Ǵނ.ҞǴ٩ׇࣁǺ1.ఠሽᝡݾǴள֚ᜤ2.Ьߺሽճዎफ़եǵ3.ЬኘීำׇᕷᅥǴፎීਔ໔ၸߏǵ4 ளࡕᔼόܰǴᆅัԖό൩ԖॹഈӒᐒǵ6.മΚอલǵ7.ၗߎܭሽեаठۭु܌όܰǵ5.Ьڋሽԋҁൂ Ǵىόೌמள֚ᜤǵڗอલނӄǵᝡݾΚᖓ১ǵচڬǵЬӼ௨ਔำԵቾόىѬȐᆅΓόځ.ፓࡋόܰǵ8 ਢϦӅπำໆϿȑǶ 1.1.3. ᔼ܄ϩ ᔮඳቹៜǶ٩Ᏽ҅ᑣ(2011)ᔼౢวཷݩڙՉǴࡐܰޑᔼၗߎᚳεǴΞሡଯࡋӝܭҗ
лкр Ƕ܄Ъόܰ౽܄மਗ਼3.Ԗᐱ܄Ѭౢ2.ୱځϩӵΠ:1.Кၨቹៜ܄ᔼޑډЎύග ॥ᓀӢનࡐӭǶӧ҅ᑣ(2011)ᔼౢวཷݩЎޑՉǴԵቾޑӧπำၗૻБय़Ǵᔼࣁᝡݾᐟਗ਼ ǶۓᔈόᛙٮނଯՉ2.πΓϷচ܄॥ᓀڀ.1:ډύᔼϩ൩ග :ډࡹ۬ࡹϷӄౚᔮόඳቹៜǶࡺ҅ᑣ(2011)ӧᔼౢวཷݩЎύ൩ගڙᔼၸำύܰ ाનࣁЬǶೌמ٩ᡍǵ.ѦӧᕉნӢનቹៜ 2ڙܰ.1 ᜢᗖǴҭࣁߦ٬ޑǵߞҔǴࣣࢂᝡԵቾڀϐǵೕኳǵᆅᡍǵᐒޣᔼନߎᚐᝡݾѦǴᔼ ाӢǶޑޣ ӕӝբڐਢπำǴ٬πำૈӧϩπΠǴૈִ๓ӝǵճՉࡼπǴޑᡙ܍Ψࢂஒঁ܄ޑᔼ ҢǶ܌ᇥܴǶӵΠ߄1-1܄ౢޑҞǶௗΠٰǴஒଞჹᔼޑუՔӅӕӵයֹԋᑫࡌπำ ߄ 1-1 ᔼౢ܄
܄ᇥܴ Ƕۓπำٰྍၨόᛙ .1 ளπำЬाϐБԄǶڗᝡࣁ .2 ѱ 3. നեϝࢂᔼளޑѸाచҹǶ ܄ 4. ୍ҁ፦ឦܭȨӃᛝऊࡕғౢȩǶ ٩πำࡋᡍǴ10%ߥ੮ීֹπᡍԏࡕ๏бǶ .Ѧ 5 ΓϐΓπԋҁଯǶ܄ೌמ .6 Ӣન ϷϺϐቹៜǶۑڙӭኧࣁЊѦբǴܰ .7 ॥ᓀ 8. চނሽǵ೯ᑩǵࡹǵѦӧᕉნӢનቹៜǶ ܄ 9. ࡼπΓࢬଯϷр༇ၨեǶ 10.ࡼπӒᓀ܄ଯȐଯࢎǵଯણლǵଯᏓॣȑǶ
11.ࣁঁമΚϷၗҁஏϐՉǶ 12.ӭኧࣁύλҾࠠᄊ܈ৎԄᔼࣁЬǶ ಔᙃ 13.ࡼπΓරӛଯសϯǴԖᘐቫϐᅪቾǶ ܄ 14.ࡼπΓᖒၗаϺኧीᆉǶ ΚၨեǶ״ϣ 15.ჹငϐอයࠨऊπϐऊ
ӚࡼπࡌǶܭǴӭኧۓڰӢન 16.ࡼπӦᗺό ᆶǶڀ፦௦Ҕόӕϐᐒ܄٩πำ.17 ғౢ όଯǶ܄மǵ౽ཱུ܄Ӧୱٮ.18 ܄ ፓπբόܰǶڐϩхҞಒǵୖᆶΓӭǵ.19 Ƕ܄Ǵคख़ᙟ܄ᐱځԖڀঁπำ.20
ᒑȐ2005ȑדၗٰྍǺ 1.1.4 ϦӅπำႣᆉᆅ ៛วхБԄǴςᅌޑᡙॄೢ܍ૼόӕہਢϦӅπำႣᆉߎᚐኧҞεǶа۳ஒीᆶࡼπϩձܭҗ ӭЪᜤࡋଯǴࣚ׳ǵीቩᡂڋόֹӄǵਔਏᆶႣᆉᜤаޑрीკᇥόֹǵࡼπϣ҂ૈкϩ၁ှϷࡼπ Бޑх܍ीᆶࡼπ௦ሽޑय़ϷυᘋೢҺୢᚒǴԋݾ٣ҹቚӭǴаठ٬Ⴃᆉᆅ֚ᜤǶࡺࣚঀᏤஒπำ ԄՉǴ൩ࢂ୯ϣπำࣚਔᆀޑȬਢхȭǴၨܰඓȐමϡ,1994ȑǶ ࡷᏯǶᔼΏޑȨՉΚȩǴࢂࡹ۬ӚߐѸሡᕕှᙣᙣय़ჹޑӵՖගϲࡹ۬ਢϦӅπำႣᆉᆅीฝ ࣁ୯ৎᕴᡏᔮख़ाࡰǴ܍ᏼ୯ৎӚ୷ᘵࡌπำᆶ୯ी҇ғҶᆶӅϐᔮࡌǶᔼӧՉӚਢ ǴബᔈౢϐሡٮᑫᆶցǴёԋޑӚၗྍǶࡺᔼٮග܈ᔈ࣬ϕଛӝٮдځπำၸำύǴѸᆶ (ᐟඳǶࡺᆀࣁȨОًᓐπȩǶ (Ўᆝ,2016ڈ൩
лкс ᐒزࣴ 1.2 ޑङඳޜǵૈྍሽϷਔނӵΓΚǵπၗǵচٯӢኧǴۓύх֖ӭόዴځਔሡԵቾӚᅿӢኧǴۓႣᆉु Ӣનӵࡹ۬ႣᆉୃৡচӢ: ၗᇆᆶቩόྗዴǵीฝϣۓᜤǶΞόዴ֚ޑόӕǴܰԋ҂ٰՉႣᆉᆅ ᡂǵޑՉ࡚ᡯᡂǵᕉნ࡚ቃᡂϯǵࡼπ௨ำޗׯǵႣᆉЇҔኧᏵୃৡǵ׳ǵ҂ԵໆीྗϷ׳҂ቩᡂ ሡόѳᑽǵೕჄीൂՏٮނӦሽݢǵ༊ǵճϐᡂϯǵࡼπΓϷচډሽݢ ǵ҂Եቾނ୯ϣډ҂Եቾ ࡌቷऊ320ӭሹϡǴႣᆉගрਔഖၲ600ӭሹޑӢኧǶӵਡѤቷǴਔѠႝϣচႣᆉىНྗϷӝૈΚόޑ നࡕਡѤଶࡌᕴᖝཞᕴᚐऊ2200ሹϡаǶשӢનǶၸ൳พݢ܄ۓङඳׯᡂǵࡹݯӢનϷόዴޜਔܭϡǴҗ ၮޑᐒᖄѦҬ೯ࣁЬٮਲ༜ᐒၮǴᕴπำሽऊ1138ӭሹϡǴҗࡹ۬ӄᚐၗᑫࡌǴࣁ୯ϣനӃග ׯǴ׳Ӣન6ԛ܄ۓࡹݯӢનϷόዴܭၮᒡфૈǶҗޑୱ៓ၡڀ୯ਲ༜୯ሞᐒᖄѦҬ೯ǴΨঋךǴό୍ܺس ᜢᗖӢޑ୯ৎႣᆉǶਢπำႣᆉᆅډӢનǶҔޑ1,277ሹϡǹӵԜԋคݤӵයֹπډႣᆉଓу (ᐒǶ(ᆢ୷ԭࣽ,2019ԃزનǴаᗉխԋݾǴ൩ԋࣁፕЎϐࣴ ޑҞزࣴ 1.3 Ϧᔼᐒᜢϐܭज़ڙޣᔈεӕλ౦ǶࡕڋϦᔼ٣ጓӈႣᆉᑫࡌਢπำǴϷႣᆉᆅ܈ΓҾрၗدόፕ ࡕคݤӵۯǴԋਢπำπයقǴ़ғрፏӭୢᚒǴаӵයֹԋҞԶڋज़ޑፏӭݤೕǵำׇޑਢπำᑫࡌ ӵΠǺޑҞزǴࣴٯਢزаϦᔼ٣ਢπำႣᆉᆅࣁࣴزπำٰளፄᚇǶҁࣴޑΓدӢન൩Кޑයֹԋ ӢનǶڋਢπำႣᆉᆅቹៜႣᆉޑϦᔼ٣ՉڔᔈҔৎୢ.1 ᜢᗖӢનǶޑрਢπำႣᆉᆅפ(Ǵ٠ၮҔϩቫભำׇݤ(AHPڔၸЎǵৎୢ.2 ޑ๏ЬᒤǵᅱϷࡼπӚൂՏǵΓǴВࡕՉਢπำႣᆉᆅਔ،ٮԋ݀ගزයఈၸࣴزҁࣴ.3 ԵǶୖޑԖᜢزࣴޣӨ્ୖԵǶΨёࣁВࡕᏢ ࢬำزࣴ 1.4 ЬᚒǴزϐࢬำǴ२ӃዴҥࣴزЬᚒٰࡌҥҁࣴزᆶጄൎዴҥࣴޑङඳǵᐒϷҞزஒ٩ॊϐࣴزҁࣴ ϷϩቫભำׇݤڔрᜢᗖӢનǵৎୢפՉቹៜਢπำႣᆉᆅᜢᗖӢનϐ࣬ᜢЎǴၸਢႣᆉᆅ ȐAHPȑࡌҥቹៜਢπำႣᆉᆅᜢᗖӢનϐቫભࢎᄬǵीᆉϷຑឦ܄Ϸख़ǶനࡕՉၗᆶϩπբǴ ޣϐࡌ๏،ٮቹៜਢπำႣᆉᆅᜢᗖӢનǴԶᏤр่ፕᆶፕЎኗቪǴගډפவനಖၗϩϐ่݀ ҢǶ܌ࢬำӵკ1-7زԵǶҁࣴୖ
ࢬำკزკ 1-7 ࣴ
2.Ў 2.2;زǴӅϩࣁѤǺ2.1ਢႣᆉᆅ࣬ᜢࣴز࣬ᜢϐፕᆶࣴزளҁࣴڗҁകஒၸЎϐБԄǴ Ƕز2.3ਢႣᆉᆅϐЎ;2.4 AHPϐ࣬ᜢࣴ;زਢϦӅπำႣᆉᆅϐ࣬ᜢࣴ زਢᆅ࣬ᜢࣴ 2.1 ϐسፕزҁࣴܭวҁፕЎཀကǴԖշܭుΕΑှǴаߡ׳҇ჹҁፕЎޗǴᡣޑҞޑزࣁֹԋҁࣴ ᆶǶزᏤǴҁஒՉਢϦӅπำႣᆉᆅ࣬ᜢࣴ
лкт Һ୍ǵБݤǴаޑ܄ကǴਢΏࣁȨኩਔۓޑ(٩Ᏽऍ୯ਢᆅᏢ(Project Management Institute. PMI πբၲԋਢ൩ᄒЗǶ ਢࢂࣁΑځሡԶዴҥǴٮϷҺ୍܄۳தπբǴமፓቸܭϐౢࠔᆶ୍ܺȩǴ౦܄ᐱځബ ҞǵཛྷၗૻǵೕჄҺ୍ۓಔԋǴаճਢᆅुҺ୍ǵዴ܌ࢲۓޑǴԶ࣬ϕᜢᖄ୍ܺ܈ౢࠔޑၲԋࢌᐱ ϣǵዴჴՉǵҺ୍ᔠຎǴόӕౢޑբኳԄǶࣁዴߥਢޑሽॶǴѸమཱਢޑҞޑǵၲԋࢲޑҞǴ Һ୍ϩှ่ᄬǴԶਢჴՉሡԵໆޑ၁ڬࢂցՉӝԶܭբำׇǶਢԋфࢂցǴᜢᗖӧ܈ᡯҭջՉ ԙࡏृ 2014)ǶکتԛाҺ୍Ǵаᗉխ҅ჴՉਔѨ (ЦޑрᄔाҺ୍ύפ٠܄࣬ᜢޑਢӚҺ୍໔ سޕϖεำׇȐProcess Groupsȑᆶΐεޑᒥൻ܌က:PMIϣ၁ॊਢᆅۓ((PMIڐΞਥᏵऍ୯ਢᆅ (ሦୱȐKnowledge AreasȑǶϖεਢᆅำׇ(Processes)ࣁǺ(Ц,2017 Controlling) 5.่ਢ(Closing) Ƕ)ڋInitiating)2.ೕჄ(Planning)3.Չ(Executing)4.)ۈଆ.1 ਢᆅࢬำ-ࣣ಄ӝ̌DCAൻᕉǶޑ໘ࢤঁ໘ࢤǶޑਢύঁܭঁਢǴЪҔܭ೭ϖεำׇόҔ ሦୱࣁǺਢӝᆅǵਢጄᛑᆅǵਢਔ໔ᆅǵਢԋҁᆅǵਢࠔ፦ᆅسᡏޕΐεਢᆅ ǵਢΓΚၗྍᆅǵਢྎ೯ᆅǵਢ॥ᓀᆅǵਢ௦ᖼᆅǶ 2.1.1 ਢᆅޑ܄ ଆᗺޑਔำǵܴዴޑۓԖڀߏอǴࣣޑǺȐ1ȑਢՉਔ໔܄Ԗϖᅿ୷ҁڀύਢᆅᏢࡰрਢ ԖȨ࣬ϕ٩ᒘȩǵڀҺ୍ޑᕉნΠၮբǶȐ3ȑਢ໔ޑᆶಖᗺǶȐ2ȑՉਢ٬ҔၗྍǴԶ೯தਢΏӧԖज़ၗྍ ǶȐ4ȑ܄ӝޑՉำׇǴЪሡाԖଯࡋۓȨࣚय़ȩϷȨϕᜢ߯ȩԶϣᆶѦᕉნҶᆶӅǵ۶ԜஏϪӝբྣೕ (ȩǶ(ߋߪϘ,2005ޑಔᙃϣѦᗦ֖Ȩճ࣬ፂँޑǶȐ5ȑՉਢޑࢂவٰ҂මวғၸ 2.1.2 ਢᆅޑว ӧډӅӕǴԶᄽڐวǴӧΒΜШइ֧εǴԖӭ୯ৎஒԜፕԋҥۈԐӧΜΐШइߡ໒ ើǴܭ1965ԃҥܭঁᆅኳԄǶऍ୯ਢᆅᏢޑжҾεໆ٬ҔǶԋࣁϞВ୯ϣѦӭҾεໆ٬Ҕ ԶᆙଓӧࡕޑѠਢᆅᏢΨӧ2002ԃ6Д҅ԄԋҥǶ(શԳԟ,2012) 2.1.3 ਢᆅޑᜢᗖԋфӢન ࣁΑૈԖਏၲԋҞǴਢᆅޑᜢᗖԋфӢનεठӵΠ:1.ਢΓϐᆅૈΚ2.ाԖଯ໘ЬᆅЍਢ ޑၸڙਢҞమཱܴዴ4.ਢीฝຑࡕёՉ5.ਢᜢ߯Γᆅ6.ਢϣԋߏϩѲѳ֡ǵԖ.3 ᆅ૽ግ7.Ԗਏޑᆅྎ೯Ƕ 2.2.4 ਢᆅᆶࢬำᆅၸำǺ ࢂाၲԋਢҞ٠ᕇள៝࠼ޑനಖҞޑය(Β) ਢᆅၸำ(Ο) ਢᆅҞ:ਢᆅຼڮ) ਢғ) ᅈཀࡋ(ᎄଟϘǴ2009)Ƕ Ӆ٠ڗፓǴᕇڐፂשޑ໔ޣਔ໔ǵࠔ፦аϷԋҁΟܭကǺਢᆅҞӧۓਥᏵՖЎᄪǵӀȐ1998ȑ ዴߥਢҺ୍ԋфǶ (શԳԟ,2012) زਢϦӅπำᆅϐ࣬ᜢࣴ 2.2 ǵԖයज़܄ᒏਢᆅࢂࡰȨኩਔ܌ကǴۓޑ(٩Ᏽऍ୯ਢᆅᏢ(Project Management Institute. PMI מǵޕ૽ግ௲嘸ஒਢᆅޑ(ȩǹύਢᆅৣᏢ(2006୍ܺ܈(ౢࠔ(πำޑ܄Һ୍ǵଛǴа໒ബᐱޑ ǵीჄǵՉǵۈ嘹ǹਢᆅࢂҗਢଆሡޑਢࢲǴࣹૈ಄ӝਢঁډᡯᆕӝၮҔکǵᏔૈ (ԙࡏृ,2014کتၮբǴБளаֹԋǶ(ЦޑϷ่ਢϖεำׇڋ ЋݤǵޑౢࠔϷ୍ܺБय़ǴπำΨߚதӝЇҔਢޑԖ܌ਢᆅ (Project Management, PM)ຒёҔӧ (Զёᆀࣁ嘸πำਢᆅ嘹Ƕ(է؋ػ, 2017ڀπ ہǴقᡂॠΠǴჹϦӅπำԶޑඵണ(2008)ᇡࣁࡹ۬ᐒᜢ߈ԃӧᆒᙁಔᙃ٠ᑈཱུႴᓰ҇໔ୖϒϦӅπำ٣୍ ਢπำزૼਢᆅࢂ๓Ҕ҇໔ΓΚၗྍٰၲԋਢπำᆅǴӕਔගϲᔼࡌᆅᐒૈᆶπำࠔ፦ǶᙖԜࣴ ౣᆶୢᚒǶޑૼৎਢᆅہਔǴ ܍ᡙਢπำႣᆉᆅБय़ǴᇡࣁਢπำႣᆉᆅբǴӅϩൔሽǵᛝुӝऊǵೕჄǵ௦ᖼǵՉǵᅱ
ллй ගϖ໘ࢤౣԖрΕǹӧਢπำႣᆉᆅೕฝБय़֖ਢ௨ำǵਢԋҁႣᆉǵ܌ᆅǵ่ਢΎঁ໘ࢤǴԜᆶPMI ௦ᖼीฝᆶวхπำीฝҞǵӧਢπำႣᆉᆅՉБय़֖ीǵ௦ᖼǵࡌҞϷӧਢπำႣᆉᆅ (Бय़֖ࠔ፦ǵࡋϷႣᆉҞǶ(է؋ػ, 2017ڋ ՅόӕԶӧਢႣᆉفᡙ܍܈ૼPMCہ܈ǴຎᐒᜢԾᒤقᇡࣁаਢϦӅπำႣᆉᆅԶزԶҁࣴ ࡋೕჄᆶጓᇙਔǴӧႣᆉϷԋۓᡙբ܍ӵӧਢ௨ำБय़ǴᐒᜢਡёᆶᆅǶԶٯৡ౦Ǵ܌ᆅπբҞԖ ҁᆅБय़ǴᐒᜢጓӈႣᆉᆅࣁॄೢࠔߥ(Quality Assurance, QA) ࢂЬᒤൂՏϷᅱൂՏǶԶ܍ᡙϐᆅԋҁǹ Quality Control, QC)Ǵϩπӝբǵॄೢǹ) ڋᡙࣁࡼπൂՏǴॄೢࠔ፦ᆅ܍ࣁࠔᆅ(Quality Management,QM)Бय़Ǵ ᡙᚈ܍ᡙࡼբԶᐒᜢॄೢᅱǹᐒᜢϷ܍ᐒᜢቩǵਡёǹࡌБय़Ǵٮीٮᡙග܍ӧբीБय़ (ௗቹៜਢϦӅπำႣᆉᆅϐᜢᗖǶ(է؋ػ, 2017ޔ่݀ޑБӧਢႣᆉᆅೕჄϷՉ 2.3 ਢႣᆉᆅϐЎ 2.3.1 ਢႣᆉᆅޑϣ఼ ࡰЇΠǴჹҾޑϩЎύගϷ:ਢႣᆉᆅǴ൩ࢂࡰӧҾౣҞفՉࣁຎޑس٩ᏵҾਢႣᆉᆅ ਔයϣғౢǵᔼӚࢲՉ୍ीჄǶϦљǵҾǵ୯ৎሡाਢႣᆉǶ೯தаՉᎍඳႣෳࣁۓ ՉٰඹжႣᆉᆅǴکଆᗺǴғౢǵѱǵᔼᎍǵ॥ᓀຑӭБय़ӢનԵໆǴӆբႣᆉጓӈǴ٠೯ၸႣᆉጓӈ (БݤǶ (ٌඁถ, 2007ڋޑҞۓаჴҾࡽ շЬጓӈ୷ҁೕጄǴ٠ڐ.ਥᏵЦ(2017)ӧਢᆅπբӧESCOЎගਢႣᆉᆅा:բ:1 ࡋ߄ᛤᇙS-Curve(ᡏႣᆉԏЍࡋӝۓ٩ೕጄीฝਜᆶᅱБਢౣਢπำ3.ਥᏵਡ .ՉᅱБਢϩ2 ႣᆉᆅБय़ձݙཀбීВǵႣځ໘ࢤ:1.ӝऊచීϐጓӈᆶፕǴܕǶਢ܄ीԔጕ)ǴаຑၗߎຼᙯёՉ ٩ᔠुਢ.ीଓуǵ෧ǵ໒πВϷฺπВచऊϣǶ2׳යज़ǵၻයᆦීǵᡂڰǵߥීڰбීǵႣ੮ීǵߥ Ե୷ሽǶ4.ፓୖ܈πำۭሽۓշुڐ.ीฝਜǵਢೕጄፓπำᆉጓӈԋႣᆉǶ3Ьਡഢϐӝऊచීǵሡ ගϐᆶ܌Ƕ2.ቩۓගϐಒीკǴჹਏૈǵπݤࢂց಄ӝхӝऊೕ܌S-Curve PǶਢी໘ࢤ:1.ቩ ႣᆉۓፎීǶ٩Ьਡۓࡋ߄ϷႣۓl.ቩႣ ۓගϐႣᆉਜࢂց಄ӝࠨऊೕ܌Ƕ3.ቩۓഢೕጄࢂց಄ӝऊೕ ࡋۓፎීS-CurveᆶፓঁႣᆉЍрS-CurveǴаբࣁՉҞǶࡼπ໘ࢤ:1.ਥᏵЬਡۓࡋ߄ᆶႣۓਜǵႣ კᇥǴ׳Ǵቩਡᡂीፎ׳ДϷঁՉҞǶ2ቩᡂ߄ϷႣЍрࡋ߄ǴᅱᆅࡼπϷፎීࡋǴаၲԋ ǴਡбπำᡍීǶۓԋҁЍрǶ3.ቩፎීЎҹǴዴᇡࡼπࡋᆶࠔ፦಄ӝӝऊೕޑᗉխߚѸाϐ 2.3.2 ҾਢႣᆉᆅӸӧޑୢᚒ ၸำύᗋวޑബཥᆶׯ๓ǶਢႣᆉᆅࡼՉמᆅࠠԄΨόᘐаࣽޑόᘐᕷᄪวǴҾޑᒿᔮ кჴֹ๓4.ჹܭԖࡑڋှό3.ԖႣᆉᆅᐒᄬᡏޑჹӄय़Ⴃᆉ.2܄ӭୢᚒǴӵΠ:1.ႣᆉલЮҾౣࡰЇ .ό଼ӄ7ڋǴख़ຎำࡋό5.ਢႣᆉᆶҾౣҞ࣬ಥ6.ਢႣᆉᆅԵຑǵᐟᓰᐒىᇡόޑਢႣᆉᆅ (ණ8.Ⴃᆉಔᙃᡏ߯ό଼ӄǶ(ٌඁถ, 2007ܭਢႣᆉၸ ڋՏ3.ԖႣᆉᆅᐒᄬᡏډှόޑჹӄय़Ⴃᆉ.2܄Ꮴӛޑୢᚒ:1.ႣᆉલЮҾޑӄय़ႣᆉᆅӸӧ (Ԗࡑкჴֹ๓4.ႣᆉҞԵਡόΚ(ٌඁถ, 2007 2.3.3 ႣᆉᆅόচӢ ႣᆉЇҔኧᏵϐୃৡ5.ᔮՉ࡚ᡯᡂ.4׳ीྗᡂ.3׳၁2.ीฝӝऊϣϐᡂڬӵΠ:1.ၗཛྷϷፓό ሡόٮሽݢ9.҂ԵໆӦሽݢ10.༊ǵճϐᡂ11.ࡼπΓϷނሽ࡚ᡯᡂ7.௨ำϐᡂ8.҂Եໆނ.6 (,2017ہдӢનǶ(ՉࡹଣϦӅπำځىѳᑽ12.ೕჄीൂՏНྗϷӝૈΚό ǴߥόيԾڰೕኳᕉნǴाૈғӸЪុวǴӃ،చҹѸӃᛙޑബཥᝡݾᐟਗ਼מҞύλҾ҅ᖏࣽ ाҹǶޑԋфǴࢂԋфޑബཥ໒วǵখӳϷਔǵଯࠔ፦ԖճዎǵᇙܭచҹǶҾᕇճѸٰԾޑᘐԖճዎ ၗྍԖज़Ǵޑ٬Ҕૈ܌҂ԖԶЪԖਔ໔ᓸΚǴՉਢႣᆉᆅᜢᗖҺ୍܌ਢႣᆉᆅीჄঁࡺ Ԗ࣬ϕ٩ᒘǴ۶Ԝೱᛠϕ࣬ቹៜǴሡाଯࡋଛڀਢႣᆉᆅࢲҺ୍໔ঁ࣬ፂँȩǴ܄ԶЪϣѦᗦ֖Ȩճ ӝǶ
ллк زϩቫભำׇݤ (AHP)ϐ࣬ᜢࣴ 2.4 )ϩቫભำׇݤ) ௲Thomas Saatyࢂӧඹऍ୯୯ޑϩቫભำׇݤȐAnalytic Hierarchy Process, AHPȑǴࢂҗ1971ԃϰൕεᏢ ୢᚒ،ޑ܄ݩΠЪԖӭঁຑឦ܄ۓБݤǶЬाࢂᔈҔӧόዴ،ޑวрٰ܌ٛՉᔈᡂीჄୢᚒਔǴ уளᡏǶ1980ԃǴSaatyஒፕ׳ࡕǴԜፕωزୢᚒᙁϯǶ1973ԃSaatyஒAHPݤᔈҔӧϏࣴޑǴஒፄᚇ ᔈҔӧӚঁሦୱǶޑ่ԋਜ٠ୢШǶԜࡕǴAHPݤቶݱ ՏቶൂزࣴޑǶӢԜǴԾวаٰǴρӚሦୱ܄ϷԖਏ܄ჴҔڀፕమධᙁൂǴЪΞࣗޑϩቫભำׇݤ ୢᚒǶ،ޑ܄ݱᔈҔٰೀӭឦ (ᓬӃׇ (2ۓ،(аΠ 12 ᅿࠠ،ୢᚒǺ(1ܭᡍǴϩቫભำׇݤȐAHPȑёᔈҔޑ٩Ᏽ SaatyȐ1980ȑ (ी (9س(ၗྍϩଛ (6)Ⴃෳ่݀ᆶ॥ᓀຑ (7)ᑽໆᕮਏ (8(5) ሡۓ،(ౢғඹжБਢ (3)ᒧന٫Бਢ (4 ന٫ϯ (11)ೕჄ (12)ှ،ፂँǶ(10) ۓᛙسዴߥ ԵቾቫભᆶӢન๏ঁϩୢᚒ٠ஒޑسǴAHPݤԖ܄ჴҔڀၮҔǴӢፕᙁൂΞډڙаቶݱ܌AHPݤϐ ቫભࢎᄬޑඓᆶၲԋǶAHPܭᡏᕕှǴӧႣᆉՉਔҭܰޑჹႣᆉޣ،ܭࢎᄬǴԜቫભࢎᄬԖշޑϒቫભϯ ම୯,1989ȑکวғǶȐᎅਁྍޑБԄǴஒ෧Ͽ،॥ᓀޑᓬᗺǴၸቫભࢎᄬᆶໆϯޑᕕှϷᡄᒠܭǵܰ܄Ԗቸڀ ᡯᆶᔈҔΒ)ϩቫભำׇݤჴ(AHP)ࡼ) Ǵ ӕਔԵቾໆϯȐquantitativeȑᆶ፦ϯ܄ፕᙁൂЪԖჴҔځǴڀπ،ޑ܄AHP ݤࢂঁфૈமࠂЪቸ ᄬȐhierarchical่܄ख़ाᜢᗖीԋቫભޑှ،ୢᚒ܌ǴஒޣᕷᚇୢᚒǶAHP ݤᔅշ،ޑȐqualitativeȑ Ƕ่݀ޑന٫ډԖϩ่݀Զள܌ຑᙁϯࣁೱՍᙁܴϐቫભᆶ௨ׇǴ٠ᆕӝ،ޑstructureȑǹஒᕷᚇ ܄ޑୢᚒჄϩቫભǴӆᔈҔᄽᛢݤϩӚҽسAHP ݤஒᄽᛢݤᆶᘜયݤуаᆕӝǴӃаᘜયݤஒᕷᚇ БݤуаϩǴAHP ݤࢂᅿᙁܰޑسҽᖄ่ଆٰǶӧೀᕷᚇୢᚒਔǴӆҔԖБԄஒޑ፦ǴനࡕҔᡄᒠ ᡯΒǺࡌᄬ.ୢᚒ bۓᡯǺࣚ.ᡯǺaБݤǶ೯தӧ٬Ҕ AHP ݤೀᕷᚇୢᚒਔǴεठԖΠӈϤঁޑԶჴҔ ᒧǶޑᡯϤǺඹжБਢ .eۓᔠ܄ᡯѤǵϖǺቫભठ .ीᆶፓdڔᡯΟǺୢ .ቫભࢎᄬ c ೀБਢǴ೭Ψࢂ٬ҔAHPޑന٫ޣ๏،ٮࢬำගޑᡯǴၸֹೀำׇӃࡕޑॊࣁᔈҔቫભϩݤ ,ӃҔቫભϩำׇݤᒧрന٫БਢǴӆ௦ҔȨϩቫભำׇݤډ၁ಒ٬ҔၸำǴЎύගޑᓬᗺǴԖᜢ AHP ݤޑݤ (ࣈӨ, 2014݅کAHP)ȩǶ(ഋᇬ ЬाࢂزǴՉႣᆉᆅ௨ำϷԋҁǶҁࣴزϐࣴسࡌࠄ(2006)ਥᏵϦӅπำႣᆉᆅᕮਏЍජکᄃЬྦྷ фૈٰܴҢਢϦӅπำჴՉᕮਏޑǴаᙁܴܰᐄЪِೲسਢϦӅπำႣᆉᆅޑӧࡌҥਢႣᆉᆅࣁ୷ᘵ ǶஒႣᆉᆅຑୢᚒϒаAHPݤբϩǴࡌҥႣᆉᆅຑس౦தᅱෳٮǴ٠ගسޑ(ਔำǵႣᆉǵࠔ፦) ኳԄǴ٠ዴᇡႣᆉᆅϐ࣬ჹख़;ࣁᡍቹៜਢϦӅπำՉႣᆉᆅϐຑࡰǴ٬ҔAHPݤϩБԄǵ ջਔᅱ౦தǴዴჴวୢᚒǴޣ،ٮǴՉਢϦӅπำႣᆉᆅՉϐᅱෳǴаගڀკࣁπڋϐᆅڋी рှ،БԄǴаٛጄ҂ฅǶפ
Бݤزࣴ 3 ࢎᄬǹزࣴޑว܌ࣁ୷ᘵޑङඳǵᐒϷҞزБݤǴӅϩࣁѤλǹಃ߯аಃകϐࣴزϐࣴزҁࣴ ǹਢπำႣᆉᆅ،ኳԄаᔼਢπำႣᆉᆅز٬ҔϐБݤՉ࣬ᜢࣴ܌زಃΒǵಃΟ߯аҁࣴ ϐന٫Бਢ،ЍජኳԄǶٯࣁ ࢎᄬزࣴ 3.1 ǴՉϩࣴ܄ӝҾ༼่݀ڔଞჹਢπำႣᆉᆅࣁౣᆅǴᇆ୯ϣѦ࣬ᜢЎϷৎୢزҁࣴ ख़Ǵޑ܄ឦǴаਢπำႣᆉᆅຑᒧाનࡌᄬຑᒧϐቫભࢎᄬǴ२ӃаϩቫભำׇݤȐAHPȑीᆉز ࢎᄬǴزҁࣴۓॊǴᔕ܌ዴҥਢπำႣᆉᆅຑᆶᒧኳԄǴനಖҗӚঁഢᒧБਢύǴᒧനӝϐБਢǶӵ ӵკ3-1܌Ң:
ллл ࢎᄬკزკ 3-1 ࣴ ڔৎೖፋୢ 3.2 ϣЬाࣁਢϦӅπำႣᆉᆅᜢᗖӢનϐᒦᒧԵڔϐཛྷǴୢـБԄՉৎཀڔஒҔৎୢزҁࣴ Ƕ܄ԋჹКၨϐ࣬ჹख़ाޑ܄ቫભឦᆶ܄ቫભࢎᄬǵឦޑቾ լȐLikertȑϖᗺЁࡋٰीϩϒаໆϯǴӅԖߚதόख़ाǵόख़ाǵද೯ǵڗஒ௦ڔಃ໘ࢤϐቫભࢎᄬୢ ख़ाǵߚதख़ाϖঁᜪձǴ٩ׇ๏ϒ1ǵ2ǵ3ǵ4ǵ5ϩǶ SaatyȐ1980ȑڗஒ௦ڔКၨǴԜୢڔԋჹୢޑ܄ӚឦޑಃΒ໘ࢤஒଞჹಃ໘ࢤҗৎዴᇡࡕϐቫભࢎᄬϣ рϐAHPຑЁࡋٰीϩϒаໆϯीᆉ࣬ჹख़ॶǶٮග܌ ਢЬᆅϷޑፓჹຝа୯ϣӚሦୱᆶӭБय़ڔፓǶୢڔ໘ࢤՉୢٿჹຝࣁ17ՏǴϩࣁܫႣीวڔୢ ਢπำৣǵਢॄೢΓࣁЬǶ (ϩቫભำׇݤ(AHP 3.3 ϯǴ٬ፄᚇϐୢᚒၸسाကࢂஒᕷᚇୢᚒ๏аځϩǴ،ޑ܄ӭឦܭϩቫભำׇݤȐAHPȑЬाҔ ၗૻаᒧӝϐ،БਢǴ٠෧Ͽ،॥ᓀǶᔈҔAHPޑىޣ،ٮܰຑᆶᕕှǶග׳ቫભ่ᄬኳԄᡉள ϯǴрᜢᖄឦسϩှԋ่ᄬϯǵޑᡯȐSaaty & Vargas, 1980ȑǺ1.ஒᕷᚇ،ୢᚒݤϩୢᚒǴхࡴаΠѤঁ ঁکϐ࣬ჹख़܄ԋჹКၨંତǶ3.ीᆉӚឦޑٯΠ໔όӕਢ܄ឦঁᆶ܄ǴЪዴҥቫભࢎᄬǶ2.ዴҥຑឦ܄ ҢȑǶ܌ϩࢎᄬȐӵკ3-2،܄ӭឦޑǶAHP܄ठۓ࣬ჹख़ॶǶ4.ᔠޑٯਢ
ϩࢎᄬ،܄ӭឦޑ კ 3-2 AHP ၗٰྍǺᙁᅼȐ2005ȑ
ллм ᡯǵAHP ϩ ዴҥቫભᜢ߯Ǵٰ܄ឦޑ٬ҔϩቫભำׇݤՉϩǴѸӃஒҞୢᚒඔॊǴ٠வϣрёૈԋ ளख़ॶǴനࡕၸᆕӝղᘐቻॶϷቻӛໆǴޑԋჹКၨǴ٠аԜዴҥԋჹКၨંତǴीᆉંତ܄ឦٿٿ௦ ᡯܴॊӵΠȐಏᏌǴ2012ȑǺځϐ௨ׇǴٯന٫ਢډБԄள Ȑȑୢᚒඔॊ ጄൎǶޑୢᚒ،ۓયΕୢᚒύǴ٠ࣚ֡܄ឦޑਥᏵ،ୢᚒǴஒёૈቹៜ ȐΒȑࡌҥቫભࢎᄬ ࢂ࣬ϕ܄ឦޑቫՉຑ٠ࡌҥቫભࢎᄬǴӧԜ໘ࢤٰـཀޑޣϯǴཛྷৎϷ،سஒᕷᚇୢᚒ ᐱҥޑǶ
კ 3-3 AHP ݤቫભࢎᄬკ ၗٰྍǺֆǵ݅మݞȐ2001ȑ ȐΟȑӚቫભឦ܄໔ख़ޑीᆉ ϐख़ǴёϩࣁаΠΟঁ܄ԋჹКၨંତǴᙖҗԜीᆉрӚឦޑԋჹКၨԶࡌҥٿٿ܄җӕቫભύӚឦ ᡯՉǺ ٩ຑЁࡋԏᑽໆॶ.1 ፂޑAHPຑЁࡋ୷ᘵϩࣁϖǺ๊ჹख़ाǵཱུख़ाǵሥख़ाǵัख़ाϷӕख़ाǴ٠፟ϒ1ǵ3ǵ5ǵ7ǵ9 ကϐAHPຑЁࡋཀۓ܌(ᑽໆॶǶ߄3-1ࣁSaaty(1980ޑϖঁ୷ҁЁࡋ໔Ǵ٠፟ϒ2ǵ4ǵ6ǵ8ܭໆॶǹќԖѤϟ ကϷᇥܴǶ ߄ 3-1 AHP ຑЁࡋཀကϷᇥܴ က ᇥܴۓ ຑЁࡋ ӕख़ा ܄ӕख़ाڀଅำࡋޑीჄٿ 1 Ȑequal importanceȑ ัࣁख़ा 3 ᡍᆶղᘐั༾ӛ഻ӳࢌीჄ Ȑweak importanceȑ ሥࣁख़ा 5 ᡍᆶղᘐமਗ਼ӛ഻ӳࢌीჄ (essential importance) ཱུࣁख़ा 7 ᡉҢߚதமਗ਼ӛ഻ӳࢌीჄ (demonstrated importance) ๊ჹख़ा ჹ഻ӳࢌीჄ๊ۓᏵޭىԖ 9 (absolute importance) ࣬ᎃЁࡋϐύ໔ॶ ॶਔ૱ש2ǵ4ǵ6ǵ8 ा (intermediate values) (ၗٰྍǺSaaty(1980
2.ࡌҥԋჹКၨંତ ਔǴ߾܄ԋჹКၨǶऩԖnঁឦޑ໔܄բࣁຑ୷ྗΠǴՉ၀ቫભឦ܄ឦޑቫભځǴӧа܄ࢌቫભឦ ۶܄ᕴໆnനӳඓӧ7ঁаΠǴջόाຬၸ21ಔԋჹКၨࣁচ߾Ƕnঁឦ܄ឦޑቫભঁՉnԛԋჹКၨǶӢԜ ԜຑКϐԋჹКၨંତǴӵΠ܌ҢǺ
ллн ª 1 a12 a1n º «1/ a 1 a a » A « 12 23 2n » « 1/ a23 1 » « » ¬1/ a1n 1/ a2n 1 ¼
3.ीᆉቻॶᆶቻӛໆ ቻॶȐeigenvalueȑှݤǴᆉрቻӛໆȐeigenvectorȑǶऩંତAࣁޑрԋჹંତࡕǴᔈҔኧॶϩ္ ᜢ߯ԄӵΠǺޑତAંکቻӛໆXᆶቻॶλޑତਔǴAં܄ठ
AX OX ! !!!!!!!!!!!!(1)
A OI X 0 !!!!!౽ࡕள!! !!!!!!!!!!!(2)
W w , w , , w T Wࣁnঁឦ܄ख़ӛໆǴջࢂ >@1 2 n Ǵ߾ԋჹКၨંତAᆶख़ӛໆWϣᑈёளΠᜢ߯ԄǺ
ªw1 w1 w1 w2 w1 wn ºªw1 º ªnw1 º « »« » « » w2 w1 w2 w2 w2 nw2 A xW « »« » « » n x w (3) « »« » « » « »« » « » ¬wn w1 wn w2 wn wn ¼¬wn ¼ ¬nwn ¼ ቻӛໆǴЪn࡞খӳࣁቻॶޑကǴวԄ(4)ύख़ӛໆWখӳࣁԋჹКၨંତAۓਥᏵԄ(1)ჹቻӛໆϐ ύঁǴࡺԄ(4)ёׯቪԋΠԄǺځޑ
A xW Omax xW ! (4)
w w w 1 O ှനεቻॶ max ᆶቻӛໆǴջn ǴӢԜё٩ኧॶϩፕ 2 1 ىख़ӛໆWࣁߚӛໆǴ٠ᅈ
ளᓬ༈ӛໆǺՉӛໆѳ֡ॶྗϯݤޑගр܌ख़ӛໆWǶऩόሡाᝄஏϐᆒዴࡋਔǴё௦ҔSaatyȐ1982ȑ
1 n a w ij i ¦ n i,j=1,2,3 n j 1 ¦ aij i 1
4.ᡍठ܄! ! ! ࡕղᘐࢂցޣჹӚ،ाનϐख़ाࡋղᘐǴԖਔวғࡕόठϐݩǴӢԜǴࣁΑዴᇡ،ޣ، ԋჹۓКȐConsistency Ratio, C.R.ȑǴᔠ܄ठکࡰȐConsistency Index, C.I.ȑ܄ठǴSaatyȐ1980ȑࡌаठ Кၨંତޑठ܄Ƕ БԄӵΠǺۓᔠځࡰȐC.I.ȑǴ܄ϐղᘐၸำࢂցӝЯठޣҔٰᑽໆ،
!܄ӄठֹڀO n >1!!߄Ңࡕղᘐ C.I. max ɧ1/2!߄ҢࡕղᘐԖୃৡόೱೣ! n 1 !ᇤୃޑڙɩ1/2!߄ҢࡕᗨόֹӄठǴՠࣁёௗ!
у֚ᜤǶSaatyќගрᒿᐒࡰ׳ղᘐΨޑ܄ΨᡂӭǴӢԜाᆢठ܄ឦޑୢᚒᡂፄᚇਔǴाКၨ ϦځКȐC.R.ȑǴ܄ॶջࣁठޑډౢрόӕำࡋC.I.ॶᡂϯǴள܌ȐRandom Index, R.I.ȑǴҔаፓόӕ໘ኧΠ
C.R. C.I. ԄӵΠǺ ! R.I. !!!!!!!!! (8) ගрϐᒿᐒࡰ߄Ƕ܌ԶӚঁԋჹКၨંତё٩໘ኧnٰჹᔈᒿᐒࡰॶȐRandom Index, R.I.ȑǴ߄3-2ࣁSaaty
лло ߄ 3-2 ᒿᐒࡰ߄ N 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 R.I 0 0 0.58 0.9 1.12 1.24 1.32 1.41 1.45 1.49 1.51 1.48 1.56 1.57 1.59 (ၗٰྍǺ(Saaty,1980
ϩ่݀زࣴ.4 ǶҁകϩࣁΟǺಃࣁϦӅπำزϣϷࢎᄬǴᔈҔAHPݤՉࣴزፕϐࣴ܌ҁകஒ٩Ᏽക рᜢᗖচӢǶפՉAHPख़ϩڔႣᆉᆅόӢન;ಃΒዴᇡਢπำচӢϷቫભࢎᄬ;ಃΟࣁਥᏵৎୢ 4.1 ϦӅπำႣᆉᆅόӢન ԋǴӆٰࢂቫޑቹៜਢϦӅπำႣᆉᆅόϐӢનฅࡐӭǴाှ،БݤΨόϿǶ२ӃाԖቫભࢎᄬ ભࢎᄬύޑᄬय़ӢનՉǴനࡕࣁຑǶ୯ৎޑਢϦӅπำႣᆉᆅӧՉϐǴѸӃӳঁႣᆉၸำޑྗ ᄬय़Ӣનሡһᒘ୯ѦޑǶନਸޟόѸाޑ،ӧՉύόวғख़εᒱᇤԶЇଆᜤှځёࡋǶ٬ځǴаϷ܄ዴ ࡰޑǵፕᆶࡰᏤ௲ڔӭሦୱৎୢޑቫભࢎᄬኳԄǴၸ൳ঁДޑѦǴᡏਢϦӅπำႣᆉᆅޕୢ៝ޑ ҢǴ܌ԋਢϦӅπำႣᆉᆅচӢϐӢનቫભࢎᄬკǶӵ߄4-1ޑаΠډᏤׯǴմၨόख़ाᄬय़ӢનǴԶள ύϣϩϖεᄬय़19ӢનǶځ ᗎЬᆅൂՏǵхॄೢΓǵπำଯ໘ܭǴԶٯаॊቹៜਢϦӅπำႣᆉᆅϐቫભࢎᄬࣁزҁࣴ ሦୱϷჴ୍ځচӢȩǴৎॺӚ٩ޑϷࣚৎǴଞჹȨቹៜਢϦӅπำႣᆉᆅޣЬᆅϷπำीᆶᏢ ёૈচӢǴҗӭԛᆶࡰᏤ௲ፕǵዴᇡޑޕ܌চӢȩ࣮ݤǴ٠ӈрޑᡍǴගрȨቹៜਢϦӅπำႣᆉᆅ ϣӵ߄4-1ځচӢǴޑᕴࣁ5εቹៜᄬय़Ϸ19ёૈ༼চӢȩǴ٠ޑϷᘜયࡕǴϩрȨቹៜਢϦӅπำႣᆉᆅ ݩރଞჹჴሞ܈চӢǴޑշຑᒧрӝڐǴፎৎॺ(ڔӵߕᒵǺ߃යৎୢ)ڔҢǶ٠٩চӢϩीৎୢ܌ ჹচӢϩբу෧ϐፓǶӵ߄4-1܌Ң: ߄ 4-1 ਢϦӅπำႣᆉᆅޑচӢϩ ԛ ቹៜᄬय़ ᄬय़চӢ ਢ௨ำόྗዴ 1 ीฝӝऊᄬय़ ԋҁीᆉόܴዴ ӝऊύбීచҹόమཱ ׳ीฝӝऊϣ҂ቩᡂ 2 ᆅᄬय़ πำࡋᆅό πำႣᆉᆅόዴჴ ࡼπᅍ ࡼπΓπၗගଯ ԋҁᄬय़ ݨǵႝሽᡂ 3 ࡼπഢሽᡂ ׳ࡹ۬ࡹᡂ ࡼπΓΚอલ ىीൂՏϐӝૈΚό ᅱࡼπᄬय़ ࡼπ௦ᖼόܰ 4 Κૈೌמी҂Եໆ୯ϣቷ όӕـቩൂՏᆶᡍԏൂՏཀ לᜐ҇ຼ 5 ᕉნᄬय़ ༊ǵճϐᡂ (Ϻؠ(Ӧǵረ॥ǵНؠ ၗٰྍǺԾՉ
ллп ԖΑቹៜਢϦӅπำႣᆉᆅόϐӢનޑᄬय़ᆶচӢϐᒧࡕǴᑽໆᄬय़ᆶຑឦ܄Ǵࢂҗ࣬ᜢЎ ຑǴΠӈ߄ࣁӚᑽໆޑ܄က٠๏ϒۓޑ܄ΑှӚᑽໆᄬय़Ϸຑឦޑкϩૈ׳ౢғǶࣁᡣாۓዴ߃ ҞىύǴόڔ༤ΕୢـཀޑόϐೀǴፎாόս፥௲Ǵ٠ஒா܈ாୖԵǴऩԖᒪᅅٮကᇥܴۓϐ܄ᄬय़Ϸຑឦ :Ң܌дឯՏύǶӵ߄4-2ځܭҭёଓуံк ကۓϐ܄߄ 4-2 ਢϦӅπำႣᆉᆅᄬय़ӢનϷຑឦ ကۓϐ܄ቹៜᄬय़ ᄬय़Ӣન ຑឦ ࣁϩࢲ܄ਢࢲ௨ำᆶ٣ჴόӝǶឦޑҬбሡՉ܌ଯቫ ޑǴࡌҥਢ௨ำǴٰևҞڋਔำज़کਢ௨ำόྗዴ ׇǵπයǵၗྍሡ ਔ໔Ƕ״่کਔ໔ۈ໒ۓႣ ሽԋҁǴނीฝӝऊ ൩ࢂԋҁӧीᆉਔ҂Եቾᒿ҂ٰᔮᕉნᡂǴቹៜ дाનԋҁǶځᄬय़ ԋҁीᆉόܴዴ хࡴࡼπǵࡼπΓπၗᆶݨǵႝሽǴаϷ ԋᆶය߃ႣᆉόӝǶ ӝऊۓु܌ਢϦӅπำႣᆉය໔Ǵπำбීచҹᆶന߃ޑՉύ ӝऊύбීచҹόమཱ ᇤπයǶۯܭбීૈࡪਔำЍбǴόठޑϣࢂց಄ӝǶԵໆӝऊύ
ǴؒԖၸભቩਡё൩ڋೕჄǵՉǵᔠǵޑಔᙃᆅύ ׳ीฝӝऊϣ҂ቩᡂ ԾՉׯᡂӝऊϣǶԵໆπำՉύीฝӝऊϣԖցᆶচӃ࣬ӕǶ
ӢનǴᏤठਢ܄ۓӢόዴ܈ӝऊϐࡋ௨ำϣֹԋǶܭᆅᄬय़ Ώπำ҂ πำࡋᆅό Ⴃᆉਔำ҂ૈִ๓ᆅǶ Ꮴठ௦ᖼόܰǶԵໆࡼπǵഢڋࡼπǵഢೕज़ܭҗ ࡼπ௦ᖼόܰ ೕ܄όቹៜπำࡼπǶ ҹሽКচुଯǶ٠ԵໆࡼπނޑሡࡼπҔ܌πำࡼՉਔ ࡼπᅍ ሽᅍӭჲǶ ԋҁԖց಄ӝճዎǶځᕇளϐᖒၗКࡼπଯǴԵໆ܌ࡼπΓπၗගଯ ࡰπ
ԋҁᄬय़ ݨǵႝሽᡂ ࡰπำࡼπය໔ݨǵႝሽϲଯǶ٠ԵໆᔮඳൻᕉᡂୢᚒǶ ǵሽ܄ሽଯǶπำჴՉ໔ԵໆࡼπഢۓջࡼπഢሽКচ ࡼπഢሽᡂ ᡂаճࡼπǶ ᡂᆶচӃࡹόӕǶԵໆӦۓࡹόᛙޑջਢՉය໔ࡹ۬ ׳ࡹ۬ࡹᡂ Ƕ܄ёՉځϷۓڋࡹ۬ࡹࢂցቹៜਢՉǶԵቾ ࡼբΓ֚ᜤǶਢπำՉਔѸԵໆࡼפ൨ۈ߯ࡰࡼπբ໒ ࡼπΓΚอલ ǶπΓΚሡ ǴቹៜىፓӝΓωόڐࡰीൂՏӧπำՉύπำࣚय़ྎ೯ ፓӝΓΚሡଯቫଛӝᆶ૽ڐਢπำࡼπࠔ፦ϷࡋǶԵໆྎ೯ ىीൂՏϐӝૈΚό ᅱࡼπ ࡼբΓǶ ीೕጄǴ҂Եໆ୯ϣቷࡼբۓϐ҂ܴዴೕۓ߯ࡰਢπำु ૈೌמᄬय़ ी҂Եໆ୯ϣቷ ΚǶ٠Եቾࢂցቹៜπำࡼπࠔ፦ϷࡋǶૈೌמ Κ ፓӳǵठ٬ڐ҂ྎ೯ـཀޑό ջᔠ(ቩ)ᅱߐᆶჴሞᏹբௗԏߐـቩൂՏᆶௗԏൂՏཀ ϩݔǶቹៜπำฺπǵ่ᆉǵᡍԏϷ౽ҬբਔำǶـӕ ཀ ᜢ߯ჹคݤඓख़ᗺǴวචᅱфૈǶޑࡼբᡍܭՉᅱਔǴҗ ىᅱࡼπᡍό Ƕ܄ຑёՉ܄аϷຼᜐ҇ל ࡼπᕉნຼൎϣճ্ᜢ߯Γלᜐ҇ຼ
༊ǵճϐᡂ ջᒿӦࡹ۬ሌՉ༊ǵճϐගଯԶᡂǴԵቾӦѱᔮ ᕉნᄬय़ ඳᡂǶ ᇤǴቹៜϦӅπำคݤӵයֹπϐΓۯကԋϦӅπำख़εۓϺؠ(Ӧǵረ॥ǵНؠ) Ϻؠ ՉࣁǶх֖ࢫНǵረ॥ǵξᆶӦѤᅿϺฅؠ্ǶޑܔלΚόё ၗٰྍǺԾՉ ৎॺࡰޑڔࢂҗࡰᏤ௲ᆶୢزԵໆǴҁࣴޑΠ܄Յឦفϖঁᄬय़19ঁྗ߾Ϸৎॺӧόӕزࣁᕕှҁࣴ ՏόӕǴՠЬाॄೢਢπำीǵࡌൂ୍ܺޑෳჹຝڙ௲ػНྗሥଯǴࣣӧεᏢଣਠаǴᗨڙځǶۓᗺࡕዴ
ллр ޕޑԖᙦڀϐЬᚒࣣزෳჹຝჹҁࣴڙа܌ǵਡǵ࿎ᏤϷᅱǴЪ࣬ᜢπբԃၗԿϿ10ԃ~20ԃаǶ ϐৎǶزёᏼҺҁࣴىϐ،ૈΚǴىϷᡍǴ٠Ԗ 4.2 ዴᇡਢϦӅπำႣᆉᆅόচӢϐቫભࢎᄬ ᆶࡰᏤ௲ፕࡕǴՉᄬय़ᑽڔቹៜਢϦӅπำႣᆉᆅচӢϷቫભࢎᄬ࣬ᜢЎǴ٠ၸৎୢ༼ ӈрϐёૈচӢ܌ϷৎፕᆶࡰᏤ௲ࡰᏤ่݀ჹӚᄬय़ڔໆϷຑҞख़ाᆶߞਏࡋϩǴӆ٩Ᏽය߃ৎୢ ϐ୷ᘵǶڔߞࡋϷਏࡋǴঈࣁΠ໘ࢤࡌҥቫભࢎᄬୢޑڔቫભࢎᄬीᇤ٠ёቚமୢޑڔϒаፓǴа෧Ͽୢ ! !ݩރӣԏڔ4.2.1߃යৎୢ ᙍ୍ϷπբߐǴࢂॄೢਢΓǴЪԃၗԖ20ԃځ௲ػำࡋଯǴࣣࣁεᏢаᏢᐕǴޑෳჹຝڙҁԛ ىǴޕϷޕᡍǵᇡޑԖᙦڀෳჹຝࣣڙϐᚒٰᇥǴزаჹҁࣴ܌࣬ᜢπբᡍǶޑ10ԃ~20ԃ܈а চӢޑϐৎǶ4.2.2ዴҥቹៜਢϦӅπำႣᆉᆅᜢᗖӢનزаയҺҁࣴ ቹۓளϩБԄࣁᒧޑϖᗺЁࡋໆ߄ՉຑໆǴϩձа1~5ϩޑϐБԄǴ௦Ҕլڔၸය߃ৎୢزҁࣴ ࣁߚதख़ा5ϩǵख़ा4ϩǵۘё3ϩǵόख़ा2ϩǵߚۓख़ाྗ߾ǶྗޑচӢޑៜਢϦӅπำႣᆉᆅᜢᗖӢન தόख़ा1ϩǶ ࣁߚதख़ा5ϩǵख़ा4ϩǵۘё3ϩǵόख़ाۓຑྗޕࡕǴஒৎᇡڔӚྗ߾ၸፕᆶৎϷୢ ߥ੮Ƕځຑྗ߾ǴԶஒޑຎࣁख़ाޣ2ϩǵߚதόख़ा1ϩǴջϩኧѳ֡ࣁ4ϩ ӧȨीฝӝऊȩᄬय़ύǴѳ֡ளϩࣣၲ 4 ϩԿ 5 ϩϐ໔Ǵࡺคմ෧ҞǶ ፕຑࡕѳࣣ֡ၲ 4 ϩԿ 5 ϩϐ໔Ǵคу෧ǶڔӧȨᆅȩᄬय़ύǴ3 চӢৎୢ Ǵຑࡕѳࣣ֡ၲ 4 ϩԿ 5 ϩϐ໔Ǵคу෧ǶڔӧȨԋҁȩᄬय़ύǴ5 চӢৎୢ ӧȨᅱࡼπȩᄬय़ύǴ 5 চӢѳ֡ϩኧࣣӧ 4 ϩԿ 5 ϩϐ໔Ǵࣣߥ੮ǴόѸմ෧Ƕ ǵ5 ϩǴϒаߥ੮ǶډӧȨᕉნȩᄬय़ύǴ3 ঁҞύǴѳ֡ளϩࣣࣁ 4 ϩа ಄ӝቹៜਢϦӅπ׳ϐቫભࢎᄬǴ٬၀ቫભࢎᄬزϩࡕ่݀ǴፓҁࣴڔᆕǴၸፕᆶ 17 Տය߃ৎୢ ҢǶ܌ চӢǴӵკ 4-1ޑቫભࢎᄬዴुࣁ 5 εᄬय़Ϸ 19 ቹៜӚঁᄬय़ޑزচӢϩǴҁࣴޑำႣᆉᆅ
ллс კ 4-1 ਢϦӅπำႣᆉᆅቫભࢎᄬკ ၗٰྍǺԾՉ рᜢᗖচӢפа AHP ख़ϩ 4.3 ຑࢎᄬȐӵკ4-1ȑǴ٠аԜޑፓϐ่݀Ǵ༼р5ঁᄬय़Ϸ19ቹៜӚঁᄬय़চӢڔஒ٩Ᏽৎୢزҁࣴ ǴΏࢂ٬ҔAHPՉख़ीڔӢનϐϩϐᑽໆ٩ᏵǶಃΒ໘ࢤ҅ԄৎୢޑࢎᄬࣁࡕុਢϦӅπำႣᆉᆅ ᜢᗖচӢǶޑሡֹԋቹៜਢϦӅπำႣᆉᆅزᆉǴ٠ගрҁࣴ ݩރӣԏڔǵୢ ቹៜਢϦӅπำႣᆉᆅόډϷᡍǴளޕޑࢂᔈҔAHPϐቫભࢎᄬǴၸৎڔҁ໘ࢤϐৎୢ চӢϐख़Ƕ ୷ҁၗϩޑෳჹຝڙΒǵ ՏεӭόӕǴՠЬाॄೢਢπൂ୍ܺޑෳჹຝڙ௲ػНྗሥଯǴࣣӧεᏢаǴᗨޑෳჹຝڙಃΒ໘ࢤ ෳჹຝڙа܌ำीǵࡌǵਡǵ࿎ᏤϷᅱǴЪ࣬ᜢπբԃၗ20ԃаǴനϿ࣬ᜢπբԃၗΨӧ10~20ԃ໔Ƕ ϐৎǶزёᏼҺҁࣴىϐ،ૈΚǴىϷᡍǴ٠ԖޕޑԖᙦڀϐЬᚒࣣزჹҁࣴ ឯՏǴය܄ՅឦفৎǴӧҁ໘ࢤуΕȨЬᆅൂՏȩǵȨхȩϷȨπำࣚȩϐޑ܄Յឦفќࣁᕕှόӕ ࣮ݤϷཀӛǶޑՅفၸϩǴளаᕕှቹៜৎӧਢϦӅπำႣᆉᆅচӢϐࢎᄬύόӕ Οǵख़ϩ 1.ख़่݀ᕴϩ ،ǴᔈҔAHPݤϷ่݀ڔচӢϩǴၸፕᆶৎϩϷୢޑЬाଞჹቹៜਢϦӅπำႣᆉᆅزҁࣴ
ллт ຑྗ߾ՉϩКၨǴޑᕴࡕϐቫભࢎᄬ19༼زளрόӕຑྗ߾ϐख़ॶǶҁࣴPower Choice೬ᡏڀπ ҢǶ܌ӵ߄4-3่݀ځ௨ׇǶ܄ख़Ϸख़ाޑᙖаᕕှቹៜਢϦӅπำႣᆉᆅচӢ ௨ׇ܄߄ 4-3 ਢϦӅπำႣᆉᆅচӢϐᄬय़ख़Ϸख़ा ௨ׇ܄ԛ ຑᒧᄬय़ ຑྗ߾ ᡏख़ ख़ा 1 ਢ௨ำόྗዴ 0.028375 18 2 ीฝӝऊ ԋҁीᆉόܴዴ 0.059602 8 3 ӝऊύбීచҹόమཱ 0.085505 1 3 0.073157 ׳ीฝӝऊϣ҂ቩᡂ 4 5 ᆅ πำࡋᆅό 0.07275 5 ࡼπ௦ᖼόܰ 0.033296 16 6 ࡼπᅍ 0.075263 2 7 8 ࡼπΓπၗගଯ 0.057591 9 ԋҁ ݨǵႝሽᡂ 0.027584 19 9 10 ࡼπഢሽᡂ 0.045272 11 4 0.074871 ׳ࡹ۬ࡹᡂ 11 12 ࡼπΓΚอલ 0.034525 15 7 0.0612 ىीൂՏϐӝૈΚό 13 Κ 0.043003 13ૈೌמᅱࡼπ ी҂Եໆ୯ϣቷ 14 όӕ 0.03804 14ـቩൂՏᆶᡍԏൂՏཀ 15 6 0.068783 ىᅱࡼπᡍό 16 0.048072 10לᜐ҇ຼ 17 18 ᕉნ ༊ǵճϐᡂ 0.028929 17 Ϻؠ(Ӧǵረ॥ǵНؠ) 0.04448 12 19 0.03Ǵৎॺᇡܭࢎᄬ19ຑྗ߾ύǴৎॺᇡࣁख़ࣣλزǴҁ่ࣴ݀ޑਥᏵ߄4-5ύຑྗ߾ख़ϩ ࣁΨࢂቹៜਢϦӅπำႣᆉᆅޑচӢޑख़ाӢનǶ ܌ϐᢀᗺٰКၨჹਢϦӅπำႣᆉᆅᜢᗖӢનচӢǴӆҔ،ϩPower Choice೬ᡏޣٿаЬᆶх :Ң܌ӵΠ߄4-4่݀ځीᆉϐϩ (ৎКၨ܄Յឦفٿ)௨ׇ܄߄4-4 ਢϦӅπำႣᆉᆅቫભࢎᄬख़Ϸख़ा ՅفՅ хف Ь ຑᄬय़ ԛ ख़ ௨ׇ ख़ ௨ׇ 1 ीฝӝऊᄬय़ 0.280752 2 0.101794 5 2 ᆅᄬय़ 0.120859 4 0.204043 3 3 ԋҁᄬय़ 0.321644 1 0.311417 1 4 ᅱࡼπᄬय़ 0.169306 3 0.253605 2 5 ᕉნᄬय़ 0.107438 5 0.129141 4
х܈Ꭹᄬय़൩ԖပৡǶᡉҢόፕЬځ٩ϩ่݀ᡉҢЬᆶхӅᗺࣣࣁԋҁᄬय़ࣁനख़ाǴ ၺፕਢϦӅπำႣᆉ׳ᇡࣁԋҁࢂനख़ाǴӢόᆅҺՖႣᆉᚆό໒ԋҁǴऩؒԖᒲߡፋόाϙሶႣᆉǴ :Ң܌ᆅǶ٩Ӛᄬय़Ӣનຑྗ߾Кၨӵ߄4-5
лмй (ৎКၨ܄Յឦفٿ)௨ׇ܄߄ 4-5 ਢϦӅπำႣᆉᆅচӢϐख़Ϸख़ा ՅفՅ хف Ь ᄬय़ ຑྗ߾ ԛ ᡏख़ ௨ׇ ᡏख़ ௨ׇ 1 ਢ௨ำόྗዴ 0.06382 5 0.011822 19 ीฝӝ 2 ԋҁीᆉόܴዴ 0.08361 4 0.037023 15 ऊ 3 ӝऊύбීచҹόమཱ 0.133323 1 0.052949 9 4 0.071333 6 0.057445 ׳ीฝӝऊϣ҂ቩᡂ 4 5 ᆅ πำࡋᆅό 0.044871 11 0.096667 1 ࡼπ௦ᖼόܰ 0.018544 18 0.036043 16 6 ࡼπᅍ 0.101381 2 0.076336 2 7 8 ࡼπΓπၗගଯ 0.054854 7 0.071612 3 ԋҁ ݨǵႝሽᡂ 0.022545 17 0.032284 17 9 ᄬय़ 10 ࡼπഢሽᡂ 0.050014 8 0.067552 5 6 0.063634 3 0.09285 ׳ࡹ۬ࡹᡂ 11 12 ࡼπΓΚอલ 0.015019 19 0.042366 14 11 0.050344 9 0.048564 ىीൂՏϐӝૈΚό 13 ᅱ Κ 0.035756 14 0.049208 12ૈೌמी҂Եໆ୯ϣቷ 14 ࡼπ όӕ 0.026103 15 0.052787 10ـቩൂՏᆶᡍԏൂՏཀ 15 7 0.058901 12 0.043864 ىᅱࡼπᡍό 16 0.047057 9 0.043927 13לᜐ҇ຼ 17 18 ᕉნ ༊ǵճϐᡂ 0.022846 16 0.028527 18 Ϻؠ(Ӧǵረ॥ǵНؠ) 0.037535 13 0.056686 8 19 Յৎᇡࣁف߾٠ό࣬ӕǶЬྗޑख़ຎ܌ϐৎ܄ՅឦفόӕޕԖຑྗ߾่݀ϩύǴёள܌җ߄4-5ύ ௨ׇࣁǺࡼπᅍǵࡹ۬ࡹ܄ຑྗ߾നख़ाǴԶࡕ٩ख़ाޑӝऊύбීచҹόమཱࣁຑᒧޑीฝӝऊᄬय़ ǵԋҁीᆉόܴዴǴӢਢϦӅπำႣᆉᆅӧՉύӝऊύбීచҹόమཱܰวғ٣ᆶݾԶ٬ਢϦ׳ᡂ ᇤǶۯӅπำ ௨ׇࣁࡼπ܄ख़ाځ٩ޣຑྗ߾Ǵӆޑπำࡋᆅόࣁനख़ाຑᒧޑՅৎᇡࣁᆅᄬय़فх ᅍǵࡼπΓπၗගଯǶᡉฅЬᆶхӧቹៜਢϦӅπำႣᆉᆅᜢᗖϐӢનޑᇡࣁԖ܌ৡ౦Ƕ ቹៜਢϦܭख़زόӕǶҁࣴ܌ᢀᗺ൩Ԗޑ܌Յৎӧय़ᖏ،ਔǴفޑόӕډၸॊϩёᕕှ ǴՉቹៜਢϦӅπำႣᆉـՅϐৎཀفٿӅπำႣᆉᆅᜢᗖϐচӢຑᒧϐ،ୢᚒԵໆǶࡺஒ่݀༼ Ƕ܄ᆶठ܄ϐёزᆅᜢᗖϐচӢຑᒧϐ،ୢᚒᡍǴԶගϲҁࣴ ǶৎᇡࣁቹៜਢϦӅπำႣ܄ՅឦفፕǴϩрόӕڔୢޑϐৎ܄ՅឦفঁٿЬǵхزҁࣴ ٩ᏵǶޑǴࡕុёբࣁЬϷхӧຑᒧӝբუՔਔ܄ख़ाޑᆉᆅᜢᗖϐӢનຑᒧҞ ࡌҥϐAHPቹៜਢϦӅπำႣᆉᆅᜢᗖϐӢનຑᒧ،ኳԄՉჴ܌زҁࣴܭᔈҔPowerChoice೬ᡏ Ƕ܄ҔޑਢϦӅπำႣᆉᆅᜢᗖϐӢન،ຑᒧܭຑྗ߾Ϸख़ᔈҔޑࡌҥ܌زϩǴаӑҁࣴ
лмк 5 ่ፕᆶࡌ ࡌǶزፕǵᆅཀ఼Ϸ҂ٰ่ࣴزࣴޑزਥᏵჴϩ่݀Ǵගрҁࣴ ፕ่زࣴ 5.1 فᄽख़ाתख़εਢϦӅπำࡌޑख़ाЋǴѠၸѐޑᄽ୯ৎᔮวתϦӅπำࡌޑঁ୯ৎ ளғӸᗺǴள໔ᆶၗྍϿϣޜന߈ԃٰ୯ϣᔮόඳวᒨǴᏤठѨᚹϲǴाӧѠԖज़ܭՅǶҗ ਢϦӅπำႣᆉᆅϐᜢᗖӢનزॹഈ٬ளඳගϲ֚ᜤǶࡺҁࣴ܄୧եሽཟǴୢᚒቫрόጁуൾሡफ़ሽ ॥ᓀǴᡣਢϦӅπำႣᆉᆅੁޑϖঁᄬय़19ঁӢનӵૈय़य़ݙཀǴӆਢႣᆉᆅளᡏǴߡёफ़եၗྍޑύ ᝡݾᓬ༈ǶޑٰᅽࣸǴቚу୯ৎ҂ٰޗӵයֹԋǴගϲਢϦӅπำႣᆉᆅࠔ፦Ǵࣁ୯ৎ ҞǴᔈᕕှޑङඳᆶᐒǴଞჹቹៜਢϦӅπำႣᆉᆅᜢᗖӢનਔǴӵाၲԋӵයزॊϐࣴܭ୷ Вࡕय़ᖏ࣬ӕ،ୢᚒਔ٬ٮຑᒧ،ኳԄޑрቹៜਢϦӅπำႣᆉᆅᜢᗖӢનϐচӢǶࡌҥֹ๓פϷ ሡ܌ᇆϷ༼ǴᙖаᕕှቹៜਢϦӅπำႣᆉᆅᜢᗖӢનϐচӢՉຑᒧϩਔޑၸ࣬ᜢЎزҔǶҁࣴ ຑྗ߾ǴԶዴҥቹៜਢϦӅπำႣᆉޑࡕǴࡌҥຑᒧڔୢޑᜢᗖӢનǶ٠ၸፕᆶ࣬ᜢሦୱϐৎޑԵໆ ᓬӃׇǴࡌҥቹៜਢϦӅπځᆅϐቫભࢎᄬྗ߾ǶᔈҔAHPݤՉϩीᆉǴᙖԜᕇளӚຑྗ߾ϐख़Ϸ ຑᒧϐҔǴᒦᒧрȨനޑёՉЪԖਏځКၨݤՉჴϩǴаᡍٿٿำႣᆉᆅᜢᗖӢનኳԄࡕǴ่ӝAHP ӝȩϐ่݀Ƕ ቹៜਢϦӅπำႣᆉᆅᜢᗖӢનϐቫભࢎᄬྗ߾ᔈҔAHPݤǴϩрȨቹៜਢϦӅπำႣᆉᆅزҁࣴ ள่݀ዴᇡǶ٠٩চӢϩी߃යৎୢ܌চӢǴԶޑᕴࣁ5εቹៜᄬय़Ϸ19ёૈ༼চӢǴ٠ޑᜢᗖӢનȩ ݩჹচӢϩբу෧ϐፓǶᔈҔރଞჹჴሞ܈চӢǴޑշຑᒧрӝڐǴፎৎॺ(ڔӵߕᒵǺ߃යৎୢ)ڔ AHPǴीᆉрख़ελϩ௨ӈрԛׇǶᕕှ5εቹៜᄬय़Ϸ19ঁᆅᜢᗖӢનǶՉख़ελКၨᆶ௨ׇࡕǴᕕ Кޑϐৎ܄ՅឦفঁٿচӢϐόख़ाຑྗ߾ǶനࡕЬǵхޑှȨቹៜਢϦӅπำႣᆉᆅᜢᗖӢનȩ চӢ࣮ݤǴёբࣁЬϷхӧȨቹޑՅϐৎჹȨቹៜਢϦӅπำႣᆉᆅᜢᗖӢનȩفрόӕפၨࡕǴ চӢǶޑᇤۯుΕᕕှ׳ៜਢϦӅπำႣᆉᆅᜢᗖӢનȩਔ Ѭᄬय़൩ԖပৡǶᡉҢόፕځԋҁᄬय़ࣁനख़ाǴډхӅޣ܈٩ϩ่݀ᡉҢวǴόፕࢂЬ ၺፕਢϦӅ׳хᇡࣁԋҁࢂനख़ाǴόᆅҺՖႣᆉᚆό໒ԋҁǴؒԖᒲߡፋόाϙሶႣᆉǴ܈Ь ӧਢޣᖐՠऩुीฝݍচӢǴዴჴόയޑวȨቹៜਢϦӅπำႣᆉᆅᜢᗖӢનȩزπำႣᆉᆅǶҁࣴ ჴࡼଆٰߡё෧Ͽӭᒱᇤफ़եࡐӭ॥ᓀǶ׆ఈВࡕόᆅЬǵхޣ၁ǴჹՉڬႣᆉᆅਔǴዴዴჴჴԵቾ ǶډǴӧਢႣႣᆉᆅਔૈݙཀޣаϷҾ 5.2 ᆅཀ఼ ӵՖޣ༾ճਔжǴեሽཟςԋࣁࣚϐதᄊǴԶҾޑਢϦӅπำႣᆉᆅᜢᗖϐӢન،ਔ҅य़ᖏ ન፦ΨԋࣁቹៜਢπำႣᆉᆅᜢᗖϐӢનǴӵՖᒦᒧрനӝޑޣࢂख़ाǶԶҾ׳ᙔੇޑғӸډפӧआੇύ Եϐ٩ୖޣϩբࣁ،ޑϯس׆ఈၸֹ๓Ъزѐ࣪ࡘǶҁࣴޣਢϦӅπำႣᆉᆅᜢᗖϐӢનǴॶள ϩॊӵΠǺޑ൩ᆅཀ఼زॊǴҁࣴ܌ᏵǶᆕӝ ǵόฅ൩ࢂᜢ߯ஏϪԶளǴ೯தҾӧޣӧՉਢϦӅπำႣᆉᆅ،ਔԵໆӢનǴሽനեޣǵၸѐ ᜢޑ၁ǴΨ۹ౣΑਢϦӅπำႣᆉᆅڬբਢϦӅπำႣᆉᆅਔǴ۳۳ჹਢϦӅπำႣᆉᆅԵቾό ϷኳԄǴᜤխܰᄄᆄᘀғǶԶҁࣴڋԵໆᐒޑਢϦӅπำႣᆉᆅᜢᗖӢનޑᗖӢનǶӢࣁؒԖঁؼӳ ٬ҔǶ܈Եୖޣ๏Вࡕ،ٮග่݀زǴஒԜࣴޑჴ୍ࢂёՉܭࡌҥϐ AHP ݤຑᒧኳԄᔈҔ܌ز යՉᔠۓளϐਢϦӅπำႣᆉᆅᜢᗖӢનቫભࢎᄬϷख़ǴբࣁϦљϐਡྗǴ܌زё٩ҁࣴޣΒǵҾ ᆶׯǴׯ๓ϦљϣਢႣᆉᆅǴගଯҾᝡݾΚǶ ޑёаၨЪ࠼ᢀޣࣁՉਢπำႣᆉᆅਔຑᒧᜢᗖӢનၮҔᆶୖԵǴᡣ،ޣҾٮё่݀زΟǵҁࣴ ϐኳԄࢂଞჹزҁࣴܭБԄǴᒦᒧрനӝϐਢπำႣᆉᆅᜢᗖӢનǴаගϲਢπำႣᆉᆅࠔ፦Ƕҗ ᝡݾᐟܭೀޣϐҾǴΨёҔϐǶҾ܄Ԗଯ॥ᓀ܈٤ೕኳόӕܭीǴӢԜჹ܌ਢϦӅπำႣᆉᆅ
лмл ᓬ༈ϷᝡݾΚǶҁޑрჹҾനӝႣᆉᆅ،ǴωૈߥԖҾޑೲЪ҅ዴזೕኳᔮᕉნύǴѸޑਗ਼ БݤǴࣁҾӧय़ᖏႣᆉᆅ،ୢᚒբୖԵǶزࣴޑϦѳǴЪჴ୍ڀ׆ఈၸ࠼ᢀঋزࣴ ҂ٰБӛᆶࡌ 5.3 ׳ૈزፕᆶჴ୍ϐ่ӝǴ׆ఈӧҁࣴǴа܄ౢޑǴᑼӝҾύز୯ϣѦ࣬ᜢЎϐࣴ༼زҁࣴ ҁࣴܭϝԖόֹ๓ϐೀǴӢԜǴჹ่݀زΠǴ٬ளҁࣴڋΓϐᏢϷਔ໔చҹϐज़ঁܭǴՠᛖ܄ᆶ࠼ᢀ܄ֹڀ БӛǶزϐࣴޣزϐೀǴගрΠӈϐࡌǴаբࣁࡕុࣴىόز ޑሦୱزࢂ୯Ѧࣴ܈ቶᗡ׳Կܗёز୯ϣӚঁόӕሦୱπբϐৎǴࡕុࣴܭϐৎӭኧ߳ज़ۓु܌زǵҁࣴ у࠼ᢀǶ׳ૈۓुޑৎǴᡣຑྗ߾ ϩКၨǶ่݀زᆶҁࣴѬౣբ،БݤǴځޑ܄࠼ᢀڀё௦ҔၨޣزΒǵࡕុࣴ ϐৡ౦ǴزుΕᆶҁࣴਢϦӅπำႣᆉᆅᜢᗖӢનኳԄǴޑёଞჹ୯ϣѦεࠠҾޣزΟǵࡕុࣴ ৡ౦բࣁВࡕਢϦӅπำႣᆉᆅᜢᗖӢન،ୖԵǶޑҭё୯ϣѦҾ
6.ୖԵЎ 6-1.ύЎҽ 1.ΜεࡌǴᆢ୷ԭࣽǶ 2018ȑǴଯೲ៓ၡᆢ୷ԭࣽ https://zh.wikipedia.org/Ƕ)ےԢᝬ.2 /ᅽᅟነଯೲϦၡ,ᙁᆀ୯ၰΟဦଯೲϦၡ (ύѧࡹ۬ᑫࡌ)Ƕᆢ୷ԭࣽ https://zh.wikipedia.org.3 (2019)Ǵᘳ୷ᘵीฝ https://www.ndc.gov.tw/cp.aspxہ୯ৎว .4 ᅺγӧسεᏢҾᆅמ୯ҥଯᔈҔࣽ,ٯЎᆝ(2016)Ǵਢπำϩхϐຑᒧ،ኳԄ-аᒳ៓ቷхࣁ .5 ᙍᅺγፕЎǶ ϣࡹᔼࡌȐ2014ȑǴᔼᔮཷݩፓൔፓය໔Ǻ҇୯ 105 ԃ 6 Д 1 Կ 7 Д 15 ВϣǶ.6 http://www.cpami.gov.tw/ ଣౢၗǶزѠᔼৎኧϷԋߏǺϣࡹᔼࡌȐ2014ȑǵՉࡹଣЬीᕴೀǵѠᔮࣴ.7 http://www.cpami.gov.tw/ 8.ϣࡹᔼࡌȐ2018ȑǴᔼϐҾൂՏኧ--ࡪભձϩ http://www.cpami.gov.tw/ ଣౢၗǶزᡂϯǶѠᔮࣴܭ០ٰځࠄ(2018)ᔼғౢЛᚐϷ݅.9 10.ϣࡹᔼࡌȐ2018ȑǴᔼપКၨǶhttp://www.cpami.gov.tw/ 11.ϣࡹᔼࡌ(2016) Ǵ104 ԃࡋᔼவπΓኧϩଛǶhttp://www.cpami.gov.tw/ ᜢᗖӢનϩȩǴ୯ҥԋфεᏢᅺγፕЎǶޑᒑȐ2005ȑǴȨᔼᒧϩхד.12 ǴѠчǹᚈယਜ൴Ԗज़ϦљǶހᙁᅼȐ2005ȑǴȨ،ϩᆶᆅǺӄय़،ࠔ፦ගϲϐࢎᄬᆶБݤȩǴ߃.13 ǶہԃϦӅࡌीฝႣᆉၲԋǺ୯ৎว 101-105 .14 /ϩǶhttps://www.ncscre.nccu.ed u.tw܄2011)Ǵᔼ)ǵ٫ۢד҅ᑣǵഋࡹੀǵЦҺᇻǵࢫ .15 ǵԙࡏृ(2014)ǴਢᆅǶࣽᏢวǴಃ 494 යǴ64-70ǶتЦ .16 17. Ц(2017)Ǵਢᆅπբӧ ESCO πำϐᔈҔᙁൔǶhttp://ebooks.lib.ntu.edu.tw ୯ҥҬ೯εᏢᆅᏢଣȐᆅࣽᏢᏢำȑᅺγᅺγፕЎǶزཥౢࠔ໒วϐࣴܭߋߪϘ(2005)ǴਢᆅᔈҔ .18 https://ir.nctu.edu.tw/ ǶѠ᛬ೌεᏢკЎኞ᛬زႝηᚇᇞբࢬำϐࣴܭશԳԟǵॡӵǵഋӼฐ(,2012)ǴਢᆅኳԄᔈҔ.19 ೌᏢൔǶhttp://readopac2.ncl.edu.tw/ ϩ[J].೯ૻǶفՉࣁຎޑس剱匉ǶҾӄय़Ⴃᆉᆅޑඁถ(2007)ǴҾჴࡼࡼӄय़勵ᆉᆅय़ᖏٌ.20 http://www.lunwenstudy.com/ (2017)ǴႣᆉᆅόচӢǶہՉࡹଣϦӅπำ.21
лмм سεᏢҾᆅמ୯ҥଯࣽ,ٯᜢᗖচӢ-аҡϯπቷࡌቷхπำࣁޑ᪓ۯէ؋ػ (2017)ǴϦӅπำπය.22 ଯ໘ᔼᆅᅺγӧᙍᅺγፕЎǶǶ ҽԖज़ϦљǶިހǴѠчǹϖࠄკਜрހಏᏌȐ2012ȑǴȨኳጋӭྗ߾ຑݤϷीȩǴ߃ .23 ᅺγፕЎǶ܌زεᏢᔼࡌࣴמૼᅱೢҺϐǶරࣽہݓയ҇ǵᙁۢԋ(2006)ǴᒤϦӅπำਢᆅቷ .24 ᅺγፕЎǶ܌زǶύѧεᏢᔼࡌᆅࣴزૼਢᆅϐࣴہඵണ (2006)ǴϦӅπำхኳԄᆶ .25 БݤȩǴѠчǴੀЎϯǶزమݞȐ2001ȑǴȨҾࣴ݅کֆ.26 ᆶᔈҔȐȑǴύ୯ीᏢൔǴ27Ȑ6ȑǴpp.13707-13724Ƕ܄ϣ఼ޑම୯Ȑ1989ȑǴቫભϩݤکᎅਁྍ.27 ම୯Ȑ1989ȑǴϩቫભำׇݤ(AHP) Ƕکᎅਁྍ.28 ୯ҥύξεٯчᇬ(2015)Ǵаѳᑽीϩьᢀᗺᆅߐϐᜢᗖԋфाન─а୯ϣѦሌՉࣁکᒆےէ.29 ᅺγᅺγፕЎǶسᏢҾᆅᏢ ೌמǶ٥ܿᏢൔಃ 26 ය 2006 ԃ 5 Д 91~98 ।٥ܿزϐࣴسࡌࠄ(2006)ǴϦӅπำᕮਏᆅЍජکᄃЬྦྷ.30 ᏢଣǶ ೕჄǶಃ 36 ۛੇࢩπำࣴፕЎǴ୯ҥҬ೯εᏢ 2014.12ǶٳࣈӨ( 2014)Ǵើᔁ໒ϡෝཥᙑӝ݅کഋᇬ.31 32. ಃਡૈวႝቷǴᆢ୷ԭࣽǴhttps://zh.m.wikipedia.org/zh-tw/ 33. ಃΒਡૈวႝቷǴᆢ୷ԭࣽǴԾҗޑԭࣽӄਜ https://zh.m.wikipedia.org/zh-tw/ 34. ಃΟਡૈวႝቷǴᆢ୷ԭࣽǴԾҗޑԭࣽӄਜ https://zh.m.wikipedia.org/zh-tw/ /ᅽᅟነଯೲϦၡ(ࠄΒଯ) Ǵԭࡋԭࣽ https://baike.baidu.com/item .35 36.ύξଯೲϦၡ http://www.kyu.edu.tw/93/epaperv5/epaperv5files/n-95.pdf 37.Μεࡌ-1https://zh.wikipedia.org/zh-tw/ 38.Μεࡌ-2 https://zh-classical.wikipedia.org/wiki/ 39.Μεࡌ(ਲ༜୯ሞᐒ) https://zh.wikipedia.org/zh-tw/ /(2019)Ǵᘳ୷ᘵीฝ https://www.ey.gov.twہ୯ৎว.40 6-2. मЎҽ 1.Saaty, T. L. (1980). The analytic hierarchy process: planning, priority setting, resources allocation. New York: McGraw. 2.Saaty, T. L., & Vargas, L. G. (1984). The legitimacy of rank eversal. Omega,12(5), 513-516.
лмн ୍ܺسၗϯᕉߥᒗࣳϐނаӭϡቲక System service of eco-friendly cat litter from multiple organic wastes by materialization ֆߪኾ 1 ύЈ ୋ௲/ύЈЬҺزᄤᕉნૈၗྍࣴسεᏢ ᐒఓπำמᇻܿࣽ [email protected] ࢫΟᢌ 2 շ௲ سεᏢ ᓓᆅמᇻܿࣽ [email protected] Цਁᑫ 3 င௲ سεᏢ ᐒఓπำמᇻܿࣽ [email protected] ዂ 4ۑಷ ғزᅺγ ࣴسεᏢ ᐒఓπำמᇻܿࣽ [email protected]
ᄔ ा ଢ଼෦ǵቲకೈෘᆶڜޑคݤၗϯᆶ уॶϯᔈҔǴӝኧໆᚳεނЬाаှ،ҞѠӭϡԖᐒቲకزҁࣴ Ǵᙖҗೊނύೊ૪ᕨྍҗ݀෦ǵ⏯хЕၭቲకځҔࠔ-ᕉߥᒗࣳౢࠔǴނೊ૪ᕨӭᅿഭᎩၗǴᇙԋᚲ מബཥמȩၗϯࣽޥᙯᇙזషȩ ǵȨಈԋࠠȩ ǵȨٯᕇளǶᕉߥᒗࣳᇙำύၸȨೀȩ ǵȨК܌૪ϯᙯ፦ ൻډᕉߥǵၗྍӆғᆶ҉ុᕉნǶࣁΑၲڀǴӕਔঋ܄ǵନૌ܄֎НǵᏉ่ޑѱ୧ᒗࣳܭ፦ᓬ܄ౢࠔځǴೌ ǵε፤ᏵᗺӣԏǴ۫ނቲకᒗࣳၸᚲޑ௦ҔӛӣԏϐᓬඁՉᎍቶኳԄǴஒ٬ҔࡕزǴҁࣴۺᕉᔮཷ ቲకᒗࣳǴԶߚᒿཀҧకԋᕉნॄǴᜪ՟ຬٮගܭޣԌБԄӣ㎸๏ש໔аϷޜճዎޑε׳๏ᎍ ޥ6λਔϣᇙԋԖᐒ~4 ܭǴೌמޥᙯᇙזԌኳԄǶҁი໗ӣԏࡕቲకᒗࣳճҔשނᖼޣቲႝԣӣԏᗺǴዛᓰ ҽᆶޥ፦༾ໆϡનǵނޑβᝆǴፓβᝆύ܄ёׯ๓ለޥԖᐒځᙯ፤๏ԖᐒၭЊǵၭǵၭၗՉǴ ൻᕉᔮޑǴࡌᄬؼ๓ܫᆶബཥՉᎍኳԄǴၲԋ႟ቲకǵ႟௨ೌמΚǶҁი໗ӝӭϡഭᎩၗǴၸӭਡЈޥ ୍ܺǶسϐ ୍ܺǶسᜢᗖຒǺᕉߥᒗࣳǴၗϯǴӛӣԏǴ
قǵ фૈǴᆶႩЬౢғޑགഉՔډள ނǴԶࢂёаӧᚲޑᐒό ѝࢂჴҔࣁҞޑނࠠᄊᙯᡂǴᎦᚲޗϞ ҔࠔѱᔮೕኳऊཥѠჾ 500ނቚуǴԋঁᚳεளᐒǶ٩ྣҞᚲނᚲޑᜢ߯ǴᜫཀჹԾρޑϕ࣬٩ᒘ ගрவ 102ԃԿ106ԃӄѠৎᒗவ30ቚуԿ73ଫ[2]Ǵԋߏຬ ၸ 134%Ǵ܌ߥៈၗૻᆛނہሹϡ[1]ǴᆶՉࡹଣၭ ԃଯၲ 78ሹϡǴ՞ᡏѱೕДҔໆඤᆉѱऊࣁ 6.5ሹѠჾ[3]Ǵඤᆉঁޑ߈ԃৎᒗԋߏᖿ༈ӵკ 1Ƕൂࢂᒗࣳ ΨቚуǴᐒஒόᘐᘉӭǴѱሡ׳ᆶངᒗΓγஒނНྗǵႩᎦᚲޑኳ15.6%Ǵ҂ٰႣයǴғػӧեᗺ εǶ
лмо ଢ଼ڜޑϺ൩ᇙр34Ꮢԃസ122݆ǴѠΓଢ଼[4]Ǵѳ֡ڜᏵी2016ԃѠΓസӭၲ28.5ሹ݆ฆ زࣴۈଢ଼෦ҧǴӭᕉߥΓγΨ໒ڜޑଢ଼ؑݰֹഭΠڜעଢ଼෦ǴΓڜޑ෦[5-6]Ǵඤᆉԃёౢғ12,410Ꮢ ԃѠᎦᚊኧໆຬၸ1ሹଫǴᚊೈѳ֡ౢໆࣁ69ሹᗭǴԃౢғऊ4.5ВதғࢲύǶܭቶҔ܄фૈϷޑଢ଼෦ڜ ଢ଼ڜх֖ނҙൔࢬӛനཥीၗǴଞჹҁი໗ӣԏԖᐒቲకނᏒቲకᚊೈෘǶᏵᕉߥቲᆅೀ2017ԃ٣ቲక ຽණᆶᕉნԦࢉښǴຬၸ80ϦᏒǴՠදၹӸӧӆճҔեǵԋҁଯǵૌނቲకށ෦ǵ݀෦ǵቲకೈෘϷၭ݅ ଫೊ૪ϺёϯԾҢǶҁი໗ҞႩᎦஒ߈1,000ϦАೊ૪Ǵ܌ᝄख़ୢᚒǴ༼ЬाٰྍՉձᆶಒϩᜪӵ߄1 җೊ૪ਸဉܭаҁი໗ԃёౢр182Ꮢ૪ᕨǶ૪ᕨӳೀӧ܌ᕨߡǴޑ0.5ޑᡏख़يǴ٠ЪౢрԾނ१ޑᡏख़ي ǴӢԜ૪ᕨ܄ߥНޑғߏǴӕਔΞԖؼӳޑނǴёߦނᕨߡձԖᎦҽё္य़Ԗίᅿ༾ғޑगϯࡕ ࣁШࣚന٫εԖᐒᎦβǶ៉
კ 1 ৎᒗԋߏᖿ༈
ЬाٰྍՉձᆶीኧໆ ൂՏ:ϦᏒނ߄ 1 2015 ԃᆵӭϡቲక ǵ१ޗຬǵᑗቷǵଚቷǵၭǵౢᎍӝբ ڜቲ෦(37,018)ǵጧ ෦ (45,400)ǵቲଚᕪ(179,792)ǵ܄ނ ቷǵמǵ݅ǵғޣ෦(71,784)ǵ݀ූ෦ ࠔ(уπ)ቷǵӣԏلଢ଼෦(12,418)ǵύᛰ෦(5,577)ǵނቲకށၭ݅ ǵѱǵ݀ѱǵၭౢၮᎍϦљǵરቷǵළ(82,178)ނǵቲЕషӝ(260,323)ނǵቲરషӝ(21,183) (809,812 <) ⏯ϼޜх(>48,600)ǵቲకᚊೈෘȐ45,000ȑ ݈ቷǵೈࠔቷǶ
лмп ᆶౢࠔೕჄۺΒǵᔼ 2.1 ᎍ୧БԄϷ୍ܺኳԄ
Ҕࠔ۫ǵε፤ǵᚲނೀઠᆶౢࠔᇙቷǴЬाஒᕉߥᒗࣳᎍ୧๏ᚲނၸᎃ߈៝࠼Ӧᗺҥቲకزҁࣴ ೲǵזௗ൩߈ޔӛӣԏޣৎ۫ǵ፤ǵమዅ໗ӣԏೀǴႴᓰᓓᆶࢬੁᒗϐৎǴ٠ӧނᙴଣǵᚲނ ӣ%10ޑᡏᑈ10Ϧϲ߾аӣԏໆى1Ϧϲ(όܢשӣԏᡏᑈ10ϦϲёǴޣԌᓬඁ๏שБԄǴ٠ၸ۫ৎޑߡ ቲకᒗࣳӣԏǴёޑԛ۫ৎਔߡஒӣԏઠᖼວᕉߥᒗࣳ٬ҔǶ٠ၸܢשௗޔ㎸ीᆉǴаԜᜪ)Ǵ ൻᕉᔮኳԄǴᕉډǴၲޥஒቲకᒗࣳᙯ፦ࣁԖᐒೌמቲకᒗࣳၸҁი໗ਡЈޑၮԋҁǴӣԏࡕޑ࣪ѐӭᎩ ॺёаӕךӳǴЪӧӣԏઠύ׳дจᒗࣳځКଆૈ܄ҁი໗ᕉߥᒗࣳೌמޑॺךߥᒗ୍ࣳܺኳԄ༼ӵკ2Ƕҗ ӑຝǴޑޣд࣬ᜢౢࠔǴӕਔуు٬ҔѬจᒗࣳځѬจᒗࣳǴӆၸϯᏢБԄೀѬจᒗࣳǴᙯඤࣁځਔӣԏ ᕉߥᒗࣳǶزӆΠԛᖼວਔёа၂٬Ҕҁࣴ
კ 2 ୍ܺኳԄკ ๓୍ܺᆶᆘՅౢࠔֹނٮග 2.2
٠όሡाбᒲǴЪނǴӣԏԜӭϡቲకނቲకށଢ଼෦ǵቲకೈෘᆶၭ݅ڜނቲకޑౢр܌ޣஒӣԏزҁࣴ ቲྍޣᗋխၮଌ܈ࢂሡбၮ๏ޣǴӕਔᔅշޣ࣪ΠೀǶҗܭҁი໗ӧᕉߥᒗࣳᇙำύ႟ቲకǵ ޑᒗࣳǴҁი໗ӣԏӣٰޑԌᖼວשᕉߥᒗࣳӣԏӆճҔǴ٠ёଭޑ٬Ҕၸޣᆶ႟ԦࢉǴନԜϐѦǴܫ႟௨ ѱय़کౢࠔǶЪޑΚǴԋঁൻᕉᔮޥၭӦׯ๓β፦ᆶܭǴᔈҔޥᙯ፦ࣁԖᐒೌמޥᙯᇙזᒗࣳӆၸ ଯॶϯൻᕉᔼኳԄǶډଯճዎࠔǴၲނа༴ऍԖౢࠔሽॶǴа႟ԋҁচىԖౢࠔ࣬КǴਏૈ࣬ჹගଯǵ
лмр ΟǵЎ ሽᒲ࣬ځߐᘖΨଯǴೌמǴЪΒԛೀԋҁଯǵૈ܄ޑౢࠔߚதදၹǴՠ҂ԖؼӳޑᒗࣳаΒԛᇙԋ Ǵೊ૪Ꭶ܄ଢ଼෦ڜǴӕਔుΕނଢ଼෦ǵቲకೈෘᆶ݀෦ǴբࣁᕉߥᒗࣳচڜаԏزჹΨගଯǶҁࣴ ৎଞޣബཥኳԄǴΨୖԵΑ࣬ᜢЎǶ߈ԃٰԖӭᏢܭೊ૪ᕨǴࣁΑஒౢࠔᔈҔޑӭ׳ౢрז׳БԄаճ ҢǶ܌ᆶᔈҔ৩ǵᒗࣳᇙำБԄᆶೊ૪ᎦБݤӭϡᔈҔϐԋ݀Ǵ༼ԋ߄2܄ଢ଼෦ڜჹ ᆶᔈҔೌמ߄ 2 ୯ϣѦᒗࣳԖೀ
No. բޣ ᚒҞ/рೀ ख़ᗺ ϩᜪ ଢ଼෦ӧόӕྕࡋΠӃՉڜଢ଼෦ᇙഢࢲ ճҔቲకڜቲక ᔈҔϐࣴ ขϯǴฅࡕ٬Ҕόӕᐚࡋణ਼ϯႇځᅹϷ܄ ଢ଼෦ᔈҔڜ ࢲϯǴӆа 800℃ᐨ่Ǵᇙځ٬(ε (KOHמ୯ҥᆵࣽ/ ز [ྤণ[7 1 ᅹ܄ࢲܭ ᅹǶҗ࣬ᜢሺᏔᔠෳǴ܄ӈࢲسȐѠȑ ᏢࣽᏢᆶπำ ள ࢉቲНಥՅೀܭᅹᔈҔ܄ǴᅺγፕЎǴ ࢲس (2016) ёՉ܄аϷᆶࢉϐ࣬ϕբҔǶ ଢ଼෦ӣԏӆճҔǶаΟᅿόӕೀڜࣁޑҞ /زଢ଼෦ӆճҔϐࣴڜ ଢ଼෦ՉКၨǴϩձࣁ҂ೀǵวڜޑၸำ ࣴ܄ଢ଼෦ڜ аဖ[8] ୯ҥԋфεᏢ-πำࣽ݅ ଢ଼෦Ƕஒ೭Οڜᆅೀޜǵϼૈ 2 ز ǴᅺγፕЎǴسȐѠȑ Ꮲ فଢ଼෦Չݨિໆǵख़ߎឦ֎ߕǵ౧Нڜᅿ (2014) Ƕ่݀ځໆෳ٠Кၨ ᅿϺฅނᒗࣳǴҗΠӈচނࡪྣӵΠ ়ǵҲ ୷Ǻ20-99 ҽǵނख़ໆଛКᇙԋǺԖᐒޑ ᒗࣳǴނᅿϺฅ 3 യ[9] ᒗࣳᇙำ ύ୯ճȐ2006ȑ ᄒიᗹӝᏊǺ1-20 ҽкϩషӝၸಈᇙԋ Ȑύ୯ȑ ᒗࣳǶ ᐒ 20~60ʘǵᗹ β 30~80%ǵᗹ ނࡪԖᐒ Ꮚ 0~10%ǵ֎НᏊ 0~20%ǵ߄य़֎ߕނ 0~5% ࠬѳǵ ഢǴஒԖᐒނ୷ણ࿗ԋಒܭ 30 Ҟޑಈ ᇙഢځҔᒗࣳϷނᚲ ٯಒણǴࡪКޑҞ 200 ܭǴᗹβуπԋރ ៌ǵ БݤǴύ୯ճ ᒗࣳᇙำ 4 ܭᗹβуπԋᒗࣳ୷ᡏǴӆஒک୷ނਥ[10] Ԗᐒד Ȑ2004ȑ Ȑύ୯ȑ Πޑషӝᠳԋ߄य़ᙟᇂషӝัу షӝջёၸᑔଳǴଳࡕޑᗭಈᑔѐણ ҃ǴхးΕǶ βǴޑǴሡा଼நނჴԖࡐӭ༾ғځβᝆύ ᒗᕨᒗࣳӝ୴ޥ ᒘॕᖚ[11] ऩޔࡼޥǴΦԶΦϐǴβΚ൩೦ዣΑǴȨՠ ቲకᒗࣳᙯඤ 5 ༏ǻΠෞǴᆘғࢲ. ޥǴ ԖᐒޥԛᙌβਔǴૈᙌΕ٤ᒗᕨȐѠȑ ӵ݀ӧ ਓၯ.୯ሞ೯ߞ(2017) ᄊǶȩރࢌᅿำࡋૈׯ๓βᝆ ճҔၭৎԖᐒቲకނ Ǵ௦Ҕబуൺӝ༾ೌמޥ୴ނཥࠠၭৎቲక מޥԖᐒڋታᎩ)୴) ΚૈނᏊБݤǴΓࣁௗᅿϩှԖᐒނғ Ֆ҉ఘ[12] ೌ ᔈҔޥ ᆭዕǴЪྕࡋޑޥǴуೲ୴ނ༾ғޑம 6 (ύ୯) ෫ࠄ࣪ѱᇲξ ᚇᅿηکଯǴჹྐࢌ٤ੰচᡏǵᙝռ ጫֽǴಃ 11 යǴ ΚǶޥਏ݀ၨӳǴ٠ૈቚуβᝆ (2011)Ǵp.23-p.24
лмс (ុ)ᆶᔈҔೌמ߄ 2 ୯ϣѦᒗࣳԖೀ
No. բޣ ᚒҞ/рೀ ख़ᗺ ϩᜪ 1.ӧೊ૪ғߏ߃යǴሡाᔈཥޑᕉნǴғ ᙝȐೊ૪ȑೀғ ڬ ߎണǵ߲ ߏၨᄌǴᡏߏቚуόܴᡉǴၸऊ 1 زࣴ߃ޑ֣ڱނ ೲғߏයǴזޑǵጰ ᔈᕉნࡕǴևрΕᡏߏ௵ד ӼᔇၭࣽᏢǴ ᕷࣁ 34%Ƕڬޑལ҇ǵֆ ೊ૪ 7 ಃ 7 යǴ ೊ૪ᔈҔ Ǵೊޑਏ݀ࢂᡉޑೀ֣ڱނլ[13] (ύ 2.ೊ૪ჹғ (2006)Ǵ ނᕷࣁ 34%ǴൂᐱঁᡏВೀғڬޑ୯) ૪ p.1416- p.1417 ໆࣁ 0.957gǶ֣ڱ زࣴޑೌמೊ૪Ꭶ ࠻ϣᎦБݤᓬᗺܰྣᆅǴલᗺᜤໆౢǶ.1 चԋҏǵ ෫ࠄႩǴಃ ҥᡏᎦБݤ ౢໆගଯ 30~50%Ǵкϩճ ೊ૪Ꭶ.2 8 Ўѳ[14] Ȑ2010ȑಃ 4 යǴಃ ӦǶک໔ޜ Ҕ (ύ୯) 25~27 । ΚǶ2.ೊ૪ӧ ޥβᝆۓ،ೊ૪ૈჹӭ.1 ޑ ύسፁߞǵ ೊ૪ӧғᄊ .Ƕ3ޣϷፓޣǵϩှޣύࢂسǴ ғᄊ܄ӭኬނഋ्ଭǵ բҔ ғ 9 ೊ૪ғᄊೀ ޑᕗǶ4.ೊ૪کᇳᔾᔾ[15] 2007Ǵ15 (2)Ǵ ೊ૪ૈගଯβᝆύёճҔේ ғӸǶޑނдβᝆځܭύ୯) 142~153 ࢲΨதԖճ) ҾޑബཥࢂஒคၗౢᙯࣁԖၗ୍ܺ ӢનǴޑӳᚯᗨࢂคݤׯᡂޑճᏔǴඳ ඳϐቹៜǶഖڙ٠ߚ௳ԋޑബཥࣴวᏢтǴሌՉ ՠࢂᔼ ጰЎҘǵ ȨܺޑคٮࠔǴ൩ࢂගޑ୍ܺബཥᑽໆϐ ୍ܺനख़ा 10 ᛥ҅म[16] ബཥ୍ܺ යǴΨࢂ׆ఈ٦ޑයǴP24 – ୍ȩǴԶ៝࠼ჹ୍ܺ 1 ڔ Ƕ7 ȐѠȑ ૈޑࠔ፦Ǵ٬Ծρ୍ܺޑԖᡣԾρᅈཀ (2011) 42 Ԗނຬ܌ॶޑሽॶǴ܌а୍ܺബཥࢂ୍ܺ २ᔈख़ຎޑπբǶ БݤǴவමᕇᔮޑزаঁਢࣴزҁࣴ วᇶᏤीฝ”ံշزշ୍ܺࣴڐ”љ ୍ܺബཥᔼၮኳԄ Ѥ୷ҁزύᒧрж߄ҁࣴٯቷϐჴሞਢ ǴύচεᏢزϐࣴ ጰಹ[17] ࢎᄬɡՉᎍኳԄബཥǵౢࠔϣബཥǵᔼ ᏢՏ ബཥ୍ܺ܌زҾᆅࣴ 11 ࠠঁਢբڂബཥϐೌמȐѠȑ ኳԄബཥǵᔈҔ ፕЎǴ(2009 / 01 / 01)P1 ҾӧՉബཥਔঁჹຝǴаᕕှزࣁࣴ - 75 ᕉნǵ֚ᜤǵബཥБݤϷബཥࡕޑय़ᖏ܌ ҢǶ௴ޑॺך๏
ѤǵჴᡍБݤᆶϩ ೌמଢ଼෦ೀڜ 4.1
ᒗࣳܭၰǴҗښଢ଼Ӣߏයჹᒗࠓ٠όӳǴᒗࠓΨό഻೭٤ڜݨિǴ٤ݨિύ֖ԖޑԖ༾ໆ֖يଢ଼෦ҁڜ ଢ଼෦ନૌڜǴՠϝёߥ੮ښଢ଼෦ՉନНǵନݨǵନڜǴёஒೌמϷᏉ่ΚǴၸҁౢࠔೀ܄֎НޑሡाமΚ ҢǶ܌ଢ଼෦ࣁკ4ڜଢ଼෦ೀࢬำ༼ӵკ3ǴೀࡕڜǴ܄
лмт ଢ଼෦ೀࢬำკڜ კ 3
ଢ଼෦ڜკ 4 ೀࡕ ೌמғᄊೀ 4.2
Ǵٰᗯނቲకޑౢғ܌ޣށᆶၭ݅ޣǴஒ݀ѱǵ१ࠔೌמᓬϯճޑԖᐒೊ૪ᕨǴճҔȨғᄊೀȩ ೊ૪ᕨǴӕਔૈԖਏϩှᒗޑ፦ǵሇનǵೈқ፦ǵғᎦҽނᎦೊ૪Ǵၸೊ૪ᡏϣਸᄬǴౢр֖ଯ ڗೀሡाԏޣǴऩҬҗమନނεӭࢂԖᐒቲకނаஒೊ૪ᕨуΕᒗࣳӝǶচ܌ၰǴښనᆶֿکᕨߡޑࠓ ԋނளೀԋҁςё෧ϿচޣॺೀǴόёаԏ෧Ͽך๏ٮխගނᜫཀஒԖᐒቲకޣаҽ܌ೀǴ ౢໆǴკ5ࣁೊޑىǴᡣೊ૪Ϸೊ૪ᕨԖೌמᎦޑᔈǴӆҗҁი໗ٮޑႩёό໔ࢤޑҁǴ٬ளᗯᎦೊ૪ Ǵ࣬ჹၨࣁଳᔿǶޥೊ૪ᕨޑғౢ܌ၸऊ1ঁДࡕزǴკ6ࣁҁࣴނ૪҅ӧϯ⏯хЕǵғታᎩӭᅿԖᐒቲక ՉೀǴೀхۈ፦ϩࡕӆ໒܄ྍǴ२Ӄၸٰނ१ޑբࣁᗯᎦೊނቲకށೊ૪ᕨߡࢂҗ݀෦ǵၭ݅ ϯБԄᎦǴ3ঁДߡёᙌ७ౢໆǴനࡕӆᑔמǵᅹේКፓଛࢬำǴӆаҥᡏϯభቫϯࣽޥᙯᇙזઇ࿗ǵણ࿗ǵ ޔϐǴΨёނೊ૪ᝩុᎦǴೊ૪ռᛡ߾ќѦႩᎦǴೊ૪ᕨբᒗࣳচޑೊ૪ᕨǴϩрٰکϩೊ૪ǵೊ૪ռᛡ ҢǶ܌٬ҔǴೊ૪ᕨᇙำࢬำკӵკ7ޥௗಈբ ࢬำೌמೊ૪ғᄊೀ Ǻسᅿᓬϯނӭϡ (1) (ނեԋҁ/ၭᆶπቲక)ೌמ1.1ӭϡᔼᎦྍၗϩᒧձ (ࣴᑃ/ፓଛ/ᑔᒧ)ೌמ1.2ᔼᎦྍೀ ೌמᅿᑔᒧނ1.3ᓬϯೊ૪ (ނ༾ғ)ೌמᅿѐନނ1.4ᐱυᘋ Ǻسଯౢեԋҁೊ૪Ꭶ (2) ೌמ2.1ᐱҥᡏϯభቫᎦ ೌמ2.2ռ/ೊ૪/૪ᕨᑔᒧ ೌמ2.3ኧᏵइᒵϩ/ቬᐕᔠෳϩ/ᕉ (ࡋ/ᔸࡋ/ྋ਼/Ӏ೯ໆ/ለᡵࡋ/ᚼໆྕ)ೌמ2.4ኧՏᕉ
лнй კ 5 ೊ૪ϯӭᅿቲకނ კ 6 ೊ૪ᕨޥ
კ 7 ೊ૪ᕨᇙࢬำკ
ೌמቲకೈෘೀ 4.3
ᖓጢಥᚆǴೀࢂ٬Ҕ॥ᒧБԄஒᖓጢಥޑᆶѠࠄࢌೈࠔቷӝբӣԏೈෘǴЬाࢂஒೈෘೌמҁ ೈጢעೲᠳǴૈֹӄஒೈጢಥᚆǴЪೀਔ໔อǵኧໆӭǵԋҁեǶӵ݀όזᚆǴҁი໗ࢂஒೈෘݰӧ༾ለύ ࡕቲకೈෘᖓጢಥᚆǴϐࡕஒಥኳڗಥᚆǴೈෘ༧ᗹӧଆߡคݤઇ࿗ϩᚆǴЪΨคݤᔒрԋࠠǶ२Ӄஒԏ ቲకೈෘЬाԋҽࣁᅹለ້ǴஒೈෘၗྍϯуΕᒗࣳܭషಈǶҗނдচځቲకೈෘՉઇ࿗ࡕᑔϩӧᆶޑࡕ ऐނΚ[17]Ǵ٬ၭբੰלޑނໆǴ້ૈቚம້֖ޑޥύࢂቚуԖᐒޥᙯᇙזࢂࣁΑቚу֎ߕਏ݀ǴќѦуΕ ᓯᙒǵऐၮᒡЪόܰᆭឳǶკ8ࣁቲకೈෘೀࢬำǶ
კ 8 ቲకೈෘೀࢬำკ
лнк ޥᙯᇙז 4.4
ሡाਔ2-3ঁДǴЪᜒሇၸำԋൾۑϩှ੬ᕨǵғታᎩᆶዕታᎩǴ٩ނࢂճҔϺฅ༾ғޥ୴ Ǵၸྕࡋǵᔸೌמޥᙯᇙזਏ݀ΨόᛙǴ՞Ӧय़ᑈεǴܰԋൾૌᕉნԦࢉǶҁი໗ᏱԖޥૌϷ૨ᙝǴ୴ کғߏޑނௗቹៜբޔࡕՉpHȐβᝆለᡵॶޥೲᜒሇǴֹԋ୴זࡋǵᇃؓໆǵݗᆶᅿᎦǴፓଛᅹේКё ᐚࡋǴޑᡶᜪ܄ECȐβᝆᏤႝॶࣁНྋک7ϐ໔ȑ~6ܭݩǴനӳୖኧՏރΚޥ፦ᆶ܄дځޑࢲаϷβᝆޑނ༾ғ ࢬำޥೲᜒሇ୴זޑβᝆᡶϯǴୖኧࣁ1~4ϐ໔ȑᔠෳǴҁი໗܈ॶຫଯж߄βᝆᎦϩຫଯቸၸଯᏤठᡶ্ ሡ4~6λਔߡёֹԋǴЪӢࣁϸᔈኲࣁᄾ฿ҥᡏϯБԄǴ՞Ӧय़ᑈሡೌמޥ୴زҁࣴޥკӵკ9ǶКଆ୴ ኧǴఠୖޥᇙڋǵНԦࢉǴၸPLCኧՏำׇޜǵښϺቹៜǴၸำύόԖૌڙ20ǴӕਔΞό/1ޑளޥ୴ ҢǶ܌Кၨ༼ӵ߄3ೌמޥϩόܰࢬѨǴ୴ޥำࡋଯ
ࢬำკޥᙯᇙז კ 9
ϐКၨ߄ೌמޥ୴زᆶҁࣴޥ߄ 3 ୴
ޥᙯᇙז ޥ୴
6hr~4 זೀೲࡋᄌ 2~3 ঁД ೀೲࡋ
Вౢໆλ Вౢໆε
(λ(ሡ 1/20ε ӦሡӦሡ
ނёೀӭϡԖᐒቲక ނคݤೀӭϡԖᐒቲక
ǵНԦࢉޜǵښН፦Ԧࢉ όܰԖૌکޜښܰԖૌ
ఠำࡋեԖёૈԖᙝռ ఠำࡋଯ൳ЯคԖ্
ڋኧచҹӳୖ ڋኧచҹόܰୖ
ޥҽܰࢬѨ ޥҽ൳ЯόࢬѨ
ಈ৩ϼλޑࣳނᒗࣳǴՠલᗺࢂޑ٬Ҕ܌ࣳΨࢂҞനӭᒗࠓނǴԶےࣳࣁၨεނѱय़ᒗࣳҞς ޑᕉߥཀܭ३ᏊǴߏයΠٰჹᒗࠓ٠όӳǶҗޱܰᡣᒗࣳрᒗࣳࣧѦǴΨӢࣁाԖନૌਏ݀߾బуӭϯᏢ ߐᘖΨೌמೀԋҁଯނᆭࣳǵҏԯࣳǴ೭٤চلӵǺЕࣳǵٯᒗࣳޑрᕉߥࠠޣᓐǴ߈ԃٰӭܩ ೀϷಈБԄόԋೌמزǴၸҁࣴރλ࿗ҡکރԖಈރࠅόӳǶҁౢࠔᕉߥᒗࣳૈ܄ଯǴᏤठሽᒲୃଯ եǴѱ୧ᒗࣳᆶҁࣴޑࡋ࣬ჹଯǴԋҁКᒗٰࣳڙǴௗښଢ଼ڜᆶᏉ่ΚமǴᇙԋࡕΨόԖ܄ણლୢᚒǴ֎Н ଢ଼෦ǵቲకೈෘǵೊ૪ᕨࣁᕉߥڜࢂҔزᕉߥᒗࣳԋࠔǶҁࣴޑᕉߥᒗࣳКၨ༼ӵ߄4Ǵკ10ࣁҁი໗ᇙԋز ೀБԄނচޑਔ໔Ǵӆٰ٩ྣόӕޑ፦ϩǴаճ෧Ͽࡕុᇙำ܄ӃၸނԖচ܌ǴނЬाচޑᒗࣳ ᗯނഭᎩූ੮ޑόܰှǴᑔϩࡕڰуᛙ׳ᡯЬाࢂᡣಈԋࠠаೀϩࣁӭҞǴӆٰᑔϩ܌ΨόӕǴ ໆǴ້֖ޑޥύቚуޥᙯᇙזȐӵቲకೈෘȑ߾уΕނচޑᔼᎦྍǴ߾ϩόૈᗯ१ೊ૪ޑ१ೊ૪բೊ૪ ᡣঁࢬำύόੁҺՖচނǴ༼ᒗࣳᇙբࢬำკӵკ11
лнл ߄ 4 ѱय़ᒗࣳ܄፦ᆶሽКၨ߄
ࠔӜ ᆭࣳ ҏԯࣳ Нࣳ ᕉߥᒗࣳل ࣳ Еࣳނ ኬԄ
ྣТ
ރǵλ࿗ҡރᗭಈ ಈޑҏԯ ܴޑόೕ߾ ރߏచ༝ ރߏచ༝ ރႽλ࿗ҡ ރ
٬Ҕ)٬Ҕ คણლ)٬Ҕ คણლ)٬Ҕ คણლ)ણლӭ ٬Ҕࡕό)คણლ(ӢϯᏢ คણლ ણლ ࡕܰှԋ ࡕόϩှѝ ࡕόϩှѝ ࡕόϩှѝ ᒗࣳόှ) ϩှѝᑩ) ણރ) ᑩ) ᑩ) ᑩ) ம(ஒᕨߡֹ ৡ(คݤхᙟ ৡ(คݤхᙟ ৡ(คݤхᙟ ৡ(คݤхᙟᕨ ம(ёхᙟᕨߡΨ Ꮙ่܄ (ၰᇂՐښӄхᙟ) ᕨߡ) ᕨߡ) ᕨߡ) ߡ) ёஒ ϦА֎)Ϧϲ ৡ)Ϧϲ όᒱ)ύ Ϧϲ֎ 2.5-)Ϧϲ֎ ம)Ϧϲ֎ ம)ம ֎НΚ ֎ 0.8-1.2 Ϧ ֎ 1-1.5 ϦА (0.5-0.8 ϦА 2-3 ϦАН) 2-3 ϦАН) 3.5 ϦАН) АН) Н) Н) όᕉߥ(தу ឦܭϯᏢࠠޑ ଢ଼෦ڜ٬Ҕ)ᕉߥ ᕉߥ ΕϯᏢޱ३ ᕉߥ ᕉߥ ᕉߥ ᅿᒗࣳǴό ᆶ૪ᕨբӝ) Ꮚ) ёᒿཀҧక ښ)ڙόܰௗ ښ)ڙଯ(ၨႽ όܰௗ ᒗၨӭ ଯޑҔܔ ᒗၨӭޑҔܔ ࡋڙௗ (ڙၰόܰௗ (ڙβ) ၰόܰௗ ሽ
ᡏᑈ(10 $380-500 $400-550 $450-650 $400-650 $400-600 $500 Ϧϲ)
คݤхᙟᕨ ࡂϣྒྷख़߾ ᗭಈεჹᕨߡ ߡǴሡམଛᚈ ዊǵวڙܰ ख़ໆख़ ޑхᙟΚό ቫᒗࣳࣧǴၨ ǴߥӸό ჹᔸ௵གǴ ܰஒણლӞ மǴᜤаᇂ ᜤమǵคݤ ౢࠔҞখ લᗺ ܰǶ ᔸၸख़ᕉნ ӜࡋϿޕǶ Ꮙ่֎ֿǴᏤ рǴښཀஒࣳಈ ૌغΠ ǵၨ όӝښلԖ ၰၨܴښዊǵ ठڙࣧѦǶ Еܰډ คନૌਏ݀ǵ ғၢ૫Ƕ ᡉǴᒗࠓၨᜤ ԖਔߏᙝǶ ᏢǶ
კ 10 ҁი໗ᇙԋޑᕉߥᒗࣳౢࠔ
лнм კ 11 ᕉߥᒗࣳᇙբࢬำკ
ϖǵౢᕉნϩ 5.1 ౢวᖿ༈ᆶѱϩ ଢ଼෦ӣԏᖿ༈ڜѠ(1)
ڜଢ଼Ҕऊ10Ϧլڜ݆ଢ଼ໆऊ4,794ᏒǴ2016ԃ㑱ϲऊ12,410ᏒǶऩඤᆉԋҔ݆ኧǴаڜѠ1999ԃα Γऊ122Γऊ21݆)Ǵ2016ԃ߾സऊ28.5ሹ݆(ѳ֡ଢ଼(ѳ֡ڜ ଢ଼ણीᆉǴ1999ԃѠസΑऊ 4.8 ሹ݆ฆ ԃሡбଢ଼෦ڜଢ଼෦Ǵඤᆉԋڜԃऊౢғऊ12,410Ꮢଢ଼ҔໆԋߏΑ5.8७ǴЪԃගϲǶѠڜǴ17ԃٰ୯Γ(݆ ଢ଼ڜа12,410Ꮢѝഭ6,205Ꮢ܌ଢ଼෦ѳ֡Ԗ50ʘ֖НǴڜӣԏೀҔ൩1.5ሹϡཥѠჾǴଷஒ6,205ᏒȐ ଢ଼ڜ)ᚳεᐒǶीᆉБԄᇥܴ: а2:2:1ޑǴஒૈബஒ߈4,166ϡޥଢ଼෦ӄҔٰᇙբᕉߥᒗࣳᆶԖᐒڜ෦ȑ ෦:ೈෘણ:૪ᕨ)షǴ10Ϧϲᒗࣳ=3.6ϦАǴ3.6ϦА÷5=0.72ϦАǵ0.72ϦАɀ2ɨ1.44ϦАǵ10Ϧϲᒗࣳሡा1.44 ଢ଼෦ԋᒗࣳё፤ڜଢ଼෦ё43,090,277ϦϲᒗࣳǶ10Ϧϲᒗࣳ፤500ϡཥѠჾǴ6,205Ꮢڜଢ଼෦Ǵ6,205ϦᏒڜϦА 21.5ሹϡཥѠჾǶ 5.2 ౢ่ᄬϩ ࠶ુޣԖᝡݾ(1)
ബཥޑଢ଼෦ǵೈෘણᆶ૪ᕨӝբࣁᕉߥᒗࣳҔѱǴࢂҞ٠҂Ԗڜаزவᒗٰ࣮ࣳҞᝡݾѱǶҁࣴ Ǵޑࢂനӳૈ܄ޑᕉߥᒗࣳزόሡбǴ૪ᕨԋҁ߈Яࣁ႟ǴЪҁࣴނౢࠔǴ٠மፓᕉߥᆶӆճҔБԄǴЪӣԏቲక ޣӑຝ٠ቚуޑޣԌᕉߥᒗࣳᖼວҔǴёуుשௗޔᒗࣳӣԏࡕᗋёޑаሽӧύଯሽՏǴ٬Ҕၸࡕ܌ ٬ҔǶޣᖼວཀᜫǴЪӢࣁ๏೯ΕճዎၨଯǴ߾೯ၡᜫཀӧ۫य़ӣԏઠǴ٠Ъඹҁౢࠔᙚ๏ ᔈሽ࠶ુٮ(2)
೭٤ቲకڗԖᐒഭᎩၗύǴаόԏೀٰԏޑౢғ܌ށଢ଼ǵ݀ѱǵ१ࠔᆶၭ݅ڜుΕഒணزҁࣴ Ҿ۸၈ࡋᆶӝբޑॺךуຠ߈៝࠼ǴΨёуు៝࠼ჹ׳ᇨӢǴёޑॺӝբךё࣪Πೀٰуமᆶޣа܌Ǵނ ᜢ߯Ƕ ඹжࠔᝡݾ࠶ુ(3)
ೌמȩޥᙯᇙזȨೀȩᆶȨಈԋࠠȩࣴวԶԋǴӣԏࡕ߾аȨೌמᆶલᗺǴճҔىόૈ܄ଞჹԖᒗࣳ ᓬ༈ǴޑᗋߥǴԖӄБՏֹയ׳КԖᒗࣳଯǵૈ܄ᗺǴᗨฅሽКдจଯ٤ՠౢࠔޥஒቲకᒗࣳᙯඤࣁԖᐒ ϩǶޣӢԜ࠶ુำࡋࣁեǴ༼კ12ࣁϖΚᝡݾ лнн ϩკޣკ 12 ϖΚᝡݾ (4)SWOT ϩ
ӛӣԏ୍ܺኳԄᡣচҁޑ࣬ჹѬจᒗࣳଯǴΞԖؼӳૈ܄ԋዕӢԜೌמ႟ԋҁǴЪނচܭҁი໗ᓬ༈ӧ ाҧకޑᒗࣳёख़ཥӆճҔǴҞϩᒗࣳᆶԖᐒޥԜΒޑѱೕኳߥӺीຬၸ150ሹϡǴԖᕉߥǵӆ ඓඝεޣЪҞᝡݾىόޑΓЋᆶၗߎޑ߃යܭ॥ዊགྷѸȨᕉߥᒗࣳȩᐒѱ࣬εǶҗޑճҔǵషൻᕉᔮ ӜࡋၸޕǵᝡᖻᆛၡႝБԄٰቚуୖޑ٣ǴஒၸӚޑӜࡋࢂҞი໗നЬाޕаᘉ܌ϩѱǴ ҢǶ܌SWOTϩϣӵკ13ځᓬ༈ǵӍ༈ǵᐒᆶ࠶ુǶޑSWOTϩǴΑှᝡݾᕉნύ
კ 13 SWOT ϣѦᓬӍ༈
лно ϤǵኳԄϩ 6.1 ኳԄ
ڗЋǴவύςᖺޣډჴԋҁǴϐࡕӆ፤๏೯ၡӆނᒗࣳғౢӧಃԛᖼວচ ޣҧకǴ೭٤ቲకᒗࣳࡕុ़ғᕉნԦࢉୢᚒǴނ٬ҔֹΞѝૈ٣ቲకޣӭҔǴനࡕ ٠ӧቷϣӣԏǵೀǵᇙǵхးᆶၮଌԿ۫ύǴނኳԄǴӣԏӭϡቲకޑЬा௦ҔB2CزኳԄӵკ14Ƕҁࣴ ѝाޣᓓǴ҂ٰ٠ӧᎍ୧ᗺӣԏᒗࣳઠǴނᙴଣǵࢬੁᒗϐৎᆶᚲނҔࠔ۫ǵᚲނҞ៝࠼ЬाԖᚲ ॺΨёаӣԏѬจᒗࣳόѝԖᕉߥᒗࣳǴ߾۫ৎахးीᆉٰךᒗࣳӣԏȐӛӣԏȑǴӕਔޑஒ٬Ҕࡕ ԛԌ๏۫ৎǴ٠ӧשॺ߾аӕኬБԄך۳ᖼວǴޣԌᓬඁӆᖼວᕉߥᒗࣳਔёа٬ҔǴ֎Їש Ӣࣁزӆᎍ୧๏ԖᐒၭЊǴӧճዎБय़ҁࣴޥਔٰӣԏቲకᒗࣳȐӛӣԏȑǴӆஒӣԏࡕᕉߥᒗࣳᙯ፦ࣁԖᐒ ᎍ୧БԄΨࢂኬόሡॄޥԌሽᒲǴԖᐒשॺஒගଯҁი໗аϷ೯ၡճዎаϷёךа܌ҔǴނόሡॄᏼচ ނബཥኳԄճዎीᆉኳԄǴǺ150(চزኳԄᆶҁࣴ܄ԋҁ߾ගଯҁი໗Ϸ೯ၡճዎǶጕނᏼচ ᖼວሽᒲ)ǶബཥኳԄǺޣճዎ)=400(೯ၡԋҁ)+100(೯ၡճዎ)=500(ڗ)+100(ᇙԋҁ)+150(ᇙᖺ ճዎǴКଆଯр50ϡ)=300(೯ၡԋҁКϿ100ϡ)ɠڗԋҁ)+100(ᇙԋҁ)+200(ҁი໗ᖺ)0 ԌҔ) Ǵ༼य़שᖼວҔ)-50(ӣԏޣԌҔ)=500(שύ50ϡࣁځճዎǴКӭ100ϡǴڗ೯ၡᖺ)200 ҁი໗ബཥኳԄӵკ15܌ҢǶ
კ 14 ҞᒗࣳኳԄ
კ 15 ബཥᕉߥᒗࣳኳԄ 6.2 ᔼೕჄ
ዬᗺǴ٠٩ᏵSMARTচ߾ޑǵׯᡂᕉნࣁрวᗺǴвಒՉҾԖၗྍޗǴೣᄇׯᡂۺᕉߥ҉ុܭ୷ ᔼԏᆶวҞǶޑۓ܌ᔼೕჄᆶᔼԏౣǴٰᔅշҾၲԋޑ܄ೕჄрૈֹԋεǴёՉ лнп a.߃ය(1-2 ԃ)ᔼၮኳԄ
ޣଢ଼ڜӜޕǵᖼວഢǵғౢౢࠔᆶЍбΓ٣໒ᎍǶଞჹ߃යౣǴӣԏ܊߃යஒΕ500ϡٰࡌቷ ނৎᚲගঀزǴՉೀࡕӝԋౢࠔǶҁࣴނቲకށӣԏ१ࠔϷၭ݅ޣᎃ߈݀ѱᆶ१ࠔکଢ଼෦Ъڜޑ ש1Ϧϲᒗࣳሽᒲڗ10ϦϲඤᒗࣳӣԏǴЪӣԏࡕаޑҔࠔ۫ঁӣԏઠǴаᎃ߈БԄӣԏǴஒ٬Ҕࡕ ஒӣԏࡕᒗࣳǴӃೌמޥᙯᇙז٬ҔزբӣԏǴё࣪ӣԏၮҔЍрǶҁࣴۺԌ๏៝࠼Ƕҁი໗٬Ҕӛཷ Ƕόё࣪ѐӣԏၮЍрᗋёஒ٬ҔޥǴёբࣁԖᐒޥፓǴуፓᅹේКǴӧ4ɴ6λਔϣֹԋᇙٯషК ԌБԄගଯ៝࠼ӑຝǶӧ1ԿשӭՅᆶޑӜࡋᆶ࠼ྍࣁ२ाҞǴճҔౢࠔޕၸᒗࣳբӆճҔǶҁი໗аࡌҥ ౢࠔғౢࢬำᆶᎍ୧୍ܺǶܭܫख़Јעॺஒך3ԃϣ b.ύය(3-4 ԃа)ᔼၮኳԄ
уБߡೀ٬Ҕࡕ׳ޣٮᓓٰගނᙴଣǵమዅ໗ᆶᚲނӵ:ε፤ǵᚲٯѱࡕஒཥቚӣԏᏵᗺۓᛙ ǵβᝆׯؼᏊǵޥǵϺฅجޥӭ࣬ᜢౢࠔǴхࡴǺ֎ߕᏊǵ׳рวᗺǴࣴวزଢ଼෦ᆶೈෘણբࣁࣴڜᒗࣳǶаޑ ӜࡋǶޕуӚំᆶᝡᖻǴቚуୖکٛОǴ٠ҙፎճ c.ߏය(5 ԃа)ᔼၮኳԄ
ᆘՅҾǴၸӄѠϩቷᆶѠࠄᔼޑжԭϩϐ20%ᒗࣳѱэǴԋࣁӄѠനεᕉߥᒗࣳڗॺ5ԃࡕஒૈךႣ ǵޥᔼԏኳԄԖᎍ୧ᕉߥᒗࣳǵԖᐒޑڗᖺ܌ॺךीฝ۳୯ѦǴԜਔۈԜᔼኳԄ໒עॺஒѺᆉךၮᕴǴ ԃԏऊઇሹϡཥѠჾǴԜਔख़ाᔼԏౣǴஒаੇѦѱࣁЬǴޑٰ܌֎ߕᏊǵβᝆׯؼᏊᆶ້፦ౢࠔǴႣ ॺѱೕኳǶךᘉεٰ
კ 16 อǵύǵߏයᔼၮኳԄБଞკ
Ύǵ่݀ᆶፕ 7.1 ᔼၮीฝϐ่ፕ
ᙯזᔼᆅი໗ǴճҔȨೀȩǵȨಈԋࠠȩǵȨޑذࣴวᆶᓬೌמޑຫڑεᏢמӝᇻ่ܿࣽزҁࣴ(1) ȩǶޥǴၮҔѱᐒᆶᓬ༈ǴᇙԋΑȨᕉߥᒗࣳȩǵȨԖᐒೌמȩޥᇙ -ѱނԖᚲܭᇙբрٰᕉߥᒗࣳǴჹ܌ଢ଼෦ೀᓬ༈ǴԜѦڜܭᏱԖჹೌמȨೀȩᆶȨಈԋࠠȩ (2) ȩޥᙯᇙזȨೌמᆶԋҁǴЪӣԏࡕᒗࣳၸճ܄ǵନૌ܄ǴόૈຬຫԖᒗࣳ֎НǵᏉ่قᒗࣳԶ ൻᕉᔮኳԄǶډǴၲޥёׯ፦ԋԖᐒ 7.2 ᔮਏ
ԋҥ၂ᔼၮπቷǴი໗҂ٰஒബҥϦљǴஒೌמȩӭਡЈޥᙯᇙזၮҔȨೀȩǵȨಈԋࠠȩǵȨزҁࣴ ԃኧίӭϡഭᎩၗуॶϯǴନΑ࣪Πޑౢғ܌ၠሦୱޣށၭ݅کǵ१ࠔǵ݀ѱǵၭޣଢ଼ڜࣁ ൻᕉճҔǴബᙔՅᔮǶޥૼమନೀԋҁǴΨᙯ፦ࣁᕉߥᒗࣳౢࠔǴ٠ЪൻᕉӆճҔࣁԖᐒہϡ ǵ܄ࣁЬǴЬѺଯ֎НǵᏉ่ೌמᔼၮ߃යаB2CኳԄӣԏ/ೀ/ᎍ୧୍ܺǴаȨೀȩǵȨಈԋࠠȩ ȩׯ፦ԋԖᐒޥᙯᇙזೲຫၸѱᏛᘄǶӧύයԋҥϦљǴቚуᕉߥᒗࣳӣԏઠǴၸȨזᓬ༈Ǵޑᆶԋҁ܄ନૌ ॺஒᘉεғౢጕుࡋ٠ᘉεᔼೕኳǴරᏱךǴᆶࣴวӭౢࠔǶߏයǴӧѠࡌҥࠔจሽॶᆶుહᔼࡕǴޥ ᆶᕉߥᒗࣳౢࠔǴѺ୯ሞϯȨൻᕉၗྍǵ҉ុᔼȩೌמଢ଼෦ೀڜٮऍ୯/Вҁ/ύ୯୯ৎǴගޑଢ଼෦ڜԖεໆ ബཥϐӅബҾǵᔮᆶᕉნӭគኳԄǶמ୍ܺᆶࣽسϦљǴᗲܴᆘՅҾຝǴޑ ᖴᇞ
лнр ೢҺUSRीฝȨബཥૈၗྍϯӭϡഭᎩၗуॶѳѠᆶଯሽॶൻᕉᔮȩीฝޗҁЎགᖴ௲ػεᏢ ளаճֹԋǴი໗ӧԜ߄ၲᖴཀǶزЍǴठ٬ҁࣴ
ΖǵୖԵЎ ᔮೕኳ 500 ሹ Ǵ Лλ࠸ᔮᏢǴၗٰྍ:https://udn.com/news/story/6837/3301079ނԃǴѠᚲ 2018 .1 ߥៈၗૻᆛǴ106 ԃǴৎᒗᕴीኧ 733,207 ଫǴၗٰނہՉࡹଣၭ .2 ྍ:https://animal.coa.gov.tw/html/index_06_1_Y106.html :ࣳǴεཷࢂ 900 ϡǶၗٰྍ܈ှЕࣳǴεཷा 600 ϡǶӳᗺౚࣳޑᗺەДᒗࣳǺߡ .3 http://aileens.pixnet.net/blog/post/43263784- %E4%B8%80%E9%9A%BB%E8%B2%93%E7%9A%84%E8%8A%B1%E8%B2%BB%E8%A6%81%E5%A4%9A %E5%B0%91%E9%8C%A2%EF%BC%9F%E9%A4%8A%E8%B2%93%E5%89%8D%E4%B8%80%E5%AE%9A %E8%A6%81%E6%83%B3%E6%B8%85%E6%A5%9A ଢ଼Ǵၗٰڜ݆ Γԃസ 122ଢ଼Ǵѳ֡ڜԃസ 28.5 ሹ݆ : ᖄӝཥᆪᆛ .4 ྍ:https://udn.com/news/story/7186/2410411 -αኧໆёૈၲ 4 ᏒǴၗٰྍ:https://www.iޑلଢ଼ڜQuestion ጕፓᆛǺ2018 ԃǴѠ .5 q.com.tw/surveyPoint.html?anId=an1525749417385 ǴԾҗຑፕᆛǴၗٰނচനࡕԋࣁၭቲకلଢ଼ڜޑଯၲ 90% .6 ྍ:http://talk.ltn.com.tw/article/breakingnews/2183229 εᏢǴࣽᏢᆶπำמǴᅺγፕЎǴ୯ҥᆵࣽزᔈҔϐࣴځᅹϷ܄ଢ଼෦ᇙഢࢲڜྤণǴ(2016)Ǵቲక .7 ǴѠчѱǶس ǴᆵࠄѱǶسǴᅺγፕЎǴ୯ҥԋфεᏢπำࣽᏢزଢ଼෦ӆճҔϐࣴڜаဖǴ(2014ȑǴ݅ .8 ౢֽǶޕ୯୯ৎکᒗࣳǴύΓ҇ӅނǵҲയǴ(2006)Ǵ ᅿϺฅ় .9 ౢֽǶޕ୯୯ৎکᇙഢБݤǴύΓ҇ӅځҔᒗࣳϷނਥǴȐ2004)Ǵᚲדࠬѳǵ៌ǵ .10 ༏ǻΠෞǴᆘғࢲ.ਓၯ.୯ሞ೯ߞǴၗٰྍǺޥᒘॕᖚǴ(2017)Ǵᒗᕨᒗࣳӝ୴ .11 https://www.newsmarket.com.tw/blog/99119/ Ǵ෫ࠄ࣪ѱᇲξጫֽǴಃೌמޥԖᐒڋታᎩ)୴)ނՖ҉ఘǴ(2011)ǴճҔၭৎԖᐒቲక .12 11 යǴ p.23-p.24Ƕ ǴӼᔇၭࣽزࣴ߃ޑ֣ڱނǵጰལ҇ǵֆլǴ(2006)ǴᙝȐೊ૪ȑೀғ௵דߎണǵ߲ .13 ᏢǴಃ 7 යǴp.1416- p.1417Ƕ Ǵ෫ࠄႩǴಃ 004 යǴ ಃ 25~27 ।ǶزࣴޑೌמचԋҏǵЎѳǴ(2010)Ǵೊ૪Ꭶ .14 Ǵ15 (2)Ǵ܄ӭኬނբҔǴғޑύسፁߞǵഋ्ଭǵᇳᔾᔾǴ(2007)Ǵೊ૪ӧғᄊ .15 P142~153Ƕ යǴP24 – 42 )Ƕ 1 ڔ ጰЎҘǵᛥ҅मǴ(2010)ǴബཥࣴวᏢтǴሌՉ୍ܺബཥᑽໆϐǶ7 .16 P1 – 75Ƕ زᏢՏፕЎǴ୍ܺബཥᔼၮኳԄϐࣴ܌زጰಹǴ (2009)ǴύচεᏢҾᆅࣴ .17 -ВᓐచǴၗٰྍǺhttps://kknews.cc/zhբҔό۹ຎǼޑޥߚதख़ाǴ້ނჹ້ .18 tw/health/yagvrbb.html
лнс ᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢન ٯᛣഄᅕಭࣁۯаଯᇻࢩ— The Critical Successful Factors for Introducing the Prepared Frozen Foods as Group Meals into Taiwan's Far Seas Fishery : A Case Study at Kaohsiung Ocean Longline Fishing Vessel ԙֻ 1 ୋ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ᎄԋ፣ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा (жኧໆВᖿቚӭǴΞуᅕಭიᑧొуπΓ(ታৣڗѠᇻࢩᅕय़ჹҁ୯ᝤΓΚၗྍอલǴҗѦᝤᅕπ ӧᇻࢩᅕಭიᑧسVMIޑӭ୯Γӧಭ१ҔǴࣽᏢϯٮගૈ܄લЮǴᙖҗၮҔհএፓ१ࠔӭϡϯϷߡճ Ԗಭߏᐕϐᆅڀᑔᒧ15ՏᔼᇻࢩᅕಭΜԃаЪϩزᜢᗖǶҁࣴޑᆅǴࢂࣁᇻࢩᅕ҉ុวޑ๓ֹ׳ زǶҗЎǵৎೖፋᆶࣴڔჹຝǴаAHPݤՉৎୢزҺಭߏ(ಭܿ)ࣁࣴޑឦౢሦୱ܌ಭܿ)ᆶ)ޣ ޣჴ୍ᡍᑔᒧᜢᗖӢનǴᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖຑᒧኳԄԖѤεᄬय़ϷΜϖྗ߾Ƕ ᔈٮԛ٩ׇࢂȨౢࠔ࠼ᇙϯਏȩǵȨځѤεᄬय़ύǴȨౢࠔሽȩനࣁख़ाǴޑჴ่݀ᡉҢǴӧಃቫભ ࡋȩۓ௨ׇय़ϖϩձаȨሽᛙ܄Μϖຑྗ߾ύǴ٩ख़ाޑȩǶӧಃΒቫભೌמжᆅVMIȩϷȨӼӄեྕ ೲ१ҔȩǵಃѤȨ෧Ͽ٬ҔഭᎩȩǵಃϖȨזቹៜǴಃΟȨޑԌȩשٮԛࣁȨ٩௦ᖼໆගځࣁԵໆϐനᜢᗖӢનǴ Ӹ֖хးीȩǶ ಭܿࡌǴவԋҁԵໆբࣁ୷ҁࡰࡌ:()ಭ໗ᖼວޑ҂ٰाׯ๓ᇻࢩᅕಭიᑧ܈നࡕǴा๏҅ӧՉ БԄొޑೲזհএፓ१ࠔǴගϲᅕಭғౢΚǹ(Β)ӧੇൾӍᕉნૈаനᙁൂϷޑሽե༹ښऍٮሽǴගڋаໆ Ҕځᅰނډұ१ֹӄ१Ҕ٠फ़եഭᎩໆǴၲע१ૈᡣಭΓૈޑҔЪӭϡϯڗฆұ१ǹ(Ο)ӧхးीБߡ ޑҞǶ ᔈжᆅVMIǵϩቫભำׇݤٮᜢᗖຒǺᅕಭიᑧǵհএፓ१ࠔǵ Keywords: Group meals, Frozen foods, Vendor Managed Inventory (VMI), Analytical Hierarchy Process (AHP)
1.ᆣፕ ङඳᆶᐒزࣴ 1.1 ǴЬाᅕಭᅿ(ٯᇻࢩᅕచہᅕಭ(ՉࡹଣၭޑᇻࢩᅕࡰᅕಭӧѠ 200 ੇধᔮੇୱѦவ٣ᅕንբ ύᅕᅿᜪࣁߏ៧ᗴങǵεҞᗴങǵ៧ᗴങǵځᆛಭࣁЬǴڙᛣഄಭǵ㔦ᗴൎᆛಭǵᎸഄঋࣿΘങۯᜪࣁᗴ ᛣഄಭϩѲӧΟεࢩǴεՋࢩǵӑࡋࢩᆶϼѳࢩǴаӄШࣚᎃ߈ੇࢩࠤۯᗴങǵ҅㔦ǵࣿΘങǵᎸങǴεϩᗴ ୧բǶڕෝαࣁ୷ӦǴՉᅕಭঅံ๏ᆶᅕᕇޑѱ ᛣഄᅕಭᆀࣁᇻࢩۯᛣഄᅕவ1960ԃҗВҁ୯ΕѠǴԿϞςԖϖΜᎩၩǴӧ୯Ѧෝαբࣁ୷Ӧϐᗴۯᗴ ᇻࢩᅕޑ୯ЬाךᛣഄᅕԋࣁۯӧǴᗴډޔጲࠁวۈᆀࣁᇻࢩᅕ)Ǵ1970ԃࡕ໒زᗴഄᅕಭ (ҁࣴ ᡂᎂǴவޑᕉნޗѠϿηϯаϷܭᅕीǴ2015)ǴҗہίᎩᑬ(ՉࡹଣၭٿҞǶԖᇻࢩᅕಭஒ߈ ᄊǴҁރንΓևᘐቫਂسΓαԃ෧ଏǴԃᇸжဂрੇਂങཀᜫሥեǴᏤठঁᅕᡏޑ٣ᇻࢩᅕπբ ሡᅕπΓኧஒ߈ϤᎩΓ(܌жǴҞीऊڗ܌ᎩᅕπငፎѦᝤΓγځ୯ᝤᅕಭϞନΑಭߏࢂѠΓǴ ᑬᅕಭ܌ሡऊΟΜᎩΓ)Ƕ
лнт ҔǴуᅈᐯݨऊሡ500ϦᏒ(ᐯݨऊё٬ҔϤঁД)ǵޑૐԛрෝբሡाᚳεၮբǴޑᇻࢩᅕಭ ұ१ҔǶੇբਔ໔ሡߏၲ 18ঁДаǴਔਔᆶεੇޑǵΓᖒၗǴᗋԖх֖ԿϿ1.5ԃҽڀങራǵഄ ा܌ሡങራǴΒǵΟΜΓ܌ᓸΚǴόᆅᅕᕇໆӭჲǴᅕಭΚϷวႝᐒݨǴբޑࢂᅕᕇໆޑय़ჹ܌ϺཛǴܣ ҔǶձࢂұ१Бय़Ѹख़௦ᖼᆶೕჄǴаᇻࢩᅕಭੇբಭଫޑाЍр܌Вᙂ१Ǵаࢂᅕಭޑ१Ҕ ௦ޑᚳεኧӷǶନԜϐѦǴಭიᑧޑᓓᗺǴࢂΜϩॶளݙख़ޑሡϤίϖԭΎΜӭᓓ܌ीኧӷǴϤᎩΓԃ ӢનϐǴᇻࢩᅕಭұ१໘ࢤа҂уπፓޑұ१ࠔ፦ϷӼӄୢᚒࢂቹៜ၀ಭᅕᕇғౢኧໆޑύځᖼӼ௨аϷ ታৣॄޑύх֖հএጫǵհএԺࠔǵհএуπࠔǴѸҗಭځհএᑭϣǴޑӧեྕܫհএғ१ࣁЬǴޑ ҹӵ:ᚊԺ/10KG/ҹ)хးǴٯ)ኧໆۓڰ๏а࣬ӕচϷံޑೢуπፓొฆࡕӆ๏ϒӄಭΓ१Ҕǹಭұ१ хးҹ१Ҕֹࡕץࠔࢂቫቫ᠄᠄୴ೀǴނޑᑭՏ٠҂ִ๓ϩᜪೕჄǴᏤठӕኬচޑܫಭǴץץ ǶੁޑಭؒԖगα१ǴᏤठഭᎩໆቚӭǴԋόѸाޑӞΑӳ൳ϺǴԋεӭኧޑǴӕኬץޑඤཥ׳ωԖ ྤำ(2015)܌ගрǴैύұ१ࠔ፦ቹៜ୯ΓԵቾࢂցуΕ܈੮ᔼैύ(Army Regulation,2010)ǴԶЪӳޑҔᓓࠔ 2014ԃӄډǴڋծǶѠჴࡼᆒծ۔༅Ϸ੮ՐҺܕᔼᎦǴගଯैύγᆶ۩ᅽགǴҭૈ֎Їޑىծ۔ٮ፦ૈග х(܍Չࡹ༇୍ᙯҗ҇໔ޑ܄ஒұ१ǵံ๏ǴঊᓯᆅؒԖᐒஏۓഭऊ21ΓǴӢΓኧᡯ෧୯ٛዴ܌ѠծΚ ǶុۯޑΚڮжǴωૈዴߥი໗ғڗ܌ाԖඹжБਢۓಔᙃૈΚϩଛǴѸޑი໗ډ᎒෧ቹៜޑำǴ2015)ǶΓΚྤ ࢂҬҗമ୍Ϧޣ܈дࢂታৣᙍՏǹۓΓǴฅࡕಭߏ൩ޑಭύቻᒧрฆޑԛрૐǴታৣࢂҗӚ୯ᝤ ࡷᒧ܌Ǵಭډታৣኧໆԃफ़եǴࣗԿᗋᔈቻόޑಭ୍ܺǴՠࢂ߈ԃٰाᒿಭрෝډታৣޑљձᔈቻഌӦ ᅕޑӄಭΓǶӧᇻࢩᅕಭىѸฅόૈᅈښαނ१ޑฆрٰొ܌ታৣǴޑታৣНѳࢂᇻᇻόϷഌӦᓓޑр ғрٰӞόႫ़܌१ಞᄍ҇߫॥όኬǴޑπǴεҽٰԾύ୯εഌǵӑࡋѭՋ٥ǵࡓᇯǵຫࠄǴӚ୯ ৡՉࣁᅌᅌӦੌрٰǴᏤठಭΓคୃޑևǴᆣ൩ౢғੌចǴόܺሦᏤޔᅿᅿୢᚒޑόӝښϷα πբǴԖਔಭଫѨѐΚӧੇၩੌޑۓڰϺࢂǴޑښғࢲࢂᔿЮޑንғౢǶӧੇਂܭݤი่πբठΚ ǴᅿᅿຝᏤठ߈ޑډόࢂΓૈᡏᡍڙགޑหΕߟຝ..೭٤ғԝᕓ໔ੇډҥคජǴࣗԿᗋၶېၩ؈ ୯ӧӄౚੇࢩᅕวॄय़ቹៜࣗךܭຑǴჹץکᆶፕޑΜᎩԃٰᇻࢩᅕಭӧੇിՈਢҹวғόᘐǴय़ჹ୯ሞ ࡋගଯǴගϲᅕಭғڙᅕπௗޑୢᚒǴाӵՖஒᅕಭიᑧϣᙦϯǴ٬εϩޑεǶಭұ१ዴჴࢂঁό۹ຎ ᆅǴόՠё෧ϿԖၗྍੁΨफ़եޑၗྍҔ٠ҔࣽᏢϯޑࡰрǴճҔԖޣᚒԖᏢޑౢΚǴ൩ै໗იᡏұ१ फ़եғౢԋҁᆶᇙբπਔǵගଯғౢΚᆶࠔ፦ᆶᙁϯғౢᇙำǴډᏼӵલᙂӒᐒ(࢙ൈǴ2005)Ƕाၲ܍ޑΑ॥ᓀ ගрհএፓ१ࠔࢂ܌(ၗྍ:ӵ௨πݤ߾ǵհএፓ१ࠔ(࢙ൈǴ2005)Ƕഋች࣓(2018ޑሡуΕ܌ׯ๓იᡏᑧ१ १ǶޑՅଛӝౢࠔीӚᅿόӕښϷౢࠔҞӭϡϯǴё٩ྣঁΓαښౢࠔǴαޑଯཱུ܄Ϸඹж܄ቸᅿሡ ᐒزࣴ 1.2 ԵԖैύიᑧЎǴуߏයவ٣ᅕಭհএπำीǴᆶୖزᇻࢩᅕಭұ१ᆶैύұ१ݩཱུࣁ࣬՟Ǵҁࣴ ᇻࢩᅕܭᡍϩ٦ǴᔕஒӵՖஒհএፓ१ࠔᏤΕޑၗుᅕᔼΓڗᡍǴ٠ჴӦᕇޑᔼᇻࢩᅕӭԃ ᆅǵܫᔈǵұ१ፓଛٮୢᚒǶ ׆Ꮗૈଞჹಭұ१زࣴޑा܌زࣁҁࣴۓᅿᅿୢᚒޑಭǴаׯ๓Ԗ ᆅࡼǶޑֹ๓ुڋౢࠔӭϡϯаϷౢࠔࠔ፦ӼӄǴ ޑҞزࣴ 1.3 ၮҔϩቫભำׇݤȐAnalytic Hierarchy Process,AHPȑǴၸЎزङඳᆶᐒǴҁࣴزਥᏵॊϐࣴ ᘜયӵΠǺޑҞزǴࡌᄬᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋф،ϐᜢᗖቹៜӢનǴஒҁࣴڔϷৎୢ ǵ வЎᆶჴ୍ᡍ༼ᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢન ٠ࡌҥҞቫભࢎᄬǶ ख़ॶǶޑ߾ྗځΒǵ ၮҔϩቫભำׇݤՉϩӚᄬय़аϷ ᆅཀ఼բࣁᇻࢩᅕಭიᑧᏤΕհএፓٮ٩Ᏽख़ॶीᆉ่݀Ǵග Οǵ १ࠔ،ኳԄϐୖԵǶ
лой 2.Ўӣ៝ 2.1 ᇻࢩᅕಭიᑧ ǵЇҔै໗იᑧЎ ڐޑीฝǵᝄᙣޑҔᓓՉࣁёᆀϐࣁიᑧǶᇙբიᑧᔈ၀Ԗִ๓ޑიᡏǵΓኧӭٮიᑧΨёᆀࣁიᓓǴࡰග ᆅޑޕ࣬ᜢܭԋҁ(ကοǴ2007)ǶҞიᡏᑧ१ჹނБݤफ़ե१ޑБݤᆅǴωૈၮҔԖਏڋޑፓϷԖਏ ಔᙃიᡏǴԵໆᡏԋҁᆶуமჹಔᙃޑಔᙃࠠᄊόӕঁܭΕࣽᏢϯᆅȐचలችǴ2003ȑǴฅԶჹρᅌ ԋ१ྣ៝ӢનࡕǴიᡏᑧ१วрޑբБԄஒόӕǶ ߄2-1-1 ैύიᑧᙯᡂၸำᆶᅕಭიᑧݩКၨ༼߄ ै໗იᑧ ᅕಭიᑧ ࣬՟ࡋ
ұ१ հᙒԺࠔጫ&հএ१ࠔ հএԺࠔ&հএ१ࠔ ࣬՟ ታৣΓ ࡷᒧұ܊ծॄೢуπొฆ ငፎታৣ܈ࡷᒧಭొฆ ࣬՟ ࡋՉծྍ෧Ͽ Ͽηϯπբཀᜫե ࣬՟ڋΓΚၗྍ ᆒծ ๏१ࠔొฆคᡂϯ ࣬՟ံ܌٩ྣ ٩ྣൂচొฆคᡂϯ ұ१ፓ १ೀ Ѹբഢำׇ ѸբଏএϷഢำׇ ࣬՟ ፓ ࣬՟ښፓ คݤ٩ྣঁΓαښคݤ٩ྣঁΓα ܄ठښα زၗٰྍ:ҁࣴ ஒճҔै໗იᑧЎࣁፕ୷ᘵǴزǴࢂаҁࣴޑӵ߄2-1-1ᡉҢǴᅕಭიᑧᆶै໗იᑧᙯᡂၸำࢂ࣬ႜӕ ᆒծࡹǴᐕΑᆒჴਢ(2001)ǵᆒਢ(2005)ǵᆒᆐਢޑAHPࢎᄬǶѠ߈Μ൳ԃٰޑวᇻࢩᅕಭიᑧ х(ྤำǴ܍Չࡹ༇୍Ǵᙯҗ҇໔ޑ܄ǴຊैΓኧ߈ѤΜΓǴࣁӢᔈᡂॠஒұ१ǵံ๏ǵᆅؒԖᐒஏ(2014) ծࢂ۔ޑ༅ᆶ੮ՐҺܕܭǴჹڋࣁ༅ծ׳ᡂڋҗቻծڋᡏאࡰрǴѠӧ2016ԃծزӧै໗იᑧࣴޣǶᏢ(2015 Չӈ(Armyޑ੮ӧैύ܈୯҇ԵቾࢂցуΕډұ१ࠔ፦ቹៜޑፐᚒ(Want China Times, 2013)Ǵैύޑख़ा γᆶ۩ᅽགǴ٠ޑᔼᎦǵቚуᅈཀࡋ٠Ъගϲैύىڗծॺឪ۔Ҕᓓࠔ፦όૈ٬ޑRegulation, 2010)Ǵؼӳ ޑၗྍ٠ҔࣽᏢϯޑࡰрǴճҔԖޣᚒԖᏢޑծ(ྤำǴ2015)Ƕ൩ै໗იᡏұ१۔ޑ༅Ϸ੮ՐҺܕ֎Їૈ फ़եғౢԋҁᆶᇙբπਔǵගଯғډᆅǴόՠё෧ϿၗྍੁΨफ़եΑ॥ᓀǺӵલᙂӒᐒ(࢙ൈǴ2005)Ƕाၲ ၗྍ:ӵ௨πݤ߾ǵհএፓ१ࠔ(࢙ൈǴ2005)ǶޑሡуΕ܌ౢΚᆶࠔ፦ᆶᙁϯғౢᇙำǴׯ๓იᡏᑧ१ Βǵᅕಭიᑧ ҁ୯ϿηϯΓΚၗྍอલǴҔҁ୯ᝤੇբΓཱུࣁ֚ᜤǴᅌᅌׯᡂငፎ୯ѦΓǴᅕڙᇻࢩᅕ߈ԃӢ ұ१Ƕ໘ٮගښҔᑧಞᄍαޑ१ಞᄍ॥ࣣ߫ό࣬ӕǴࡺคݤଞჹঁΓᆶӚ୯॥ޑЪӚ୯ޑ܄ಭҔ१ࢂဂᡏ ޑۓڰૐԛհএ१ࠔ(հএНౢࠔǵհএၭౢࠔǵጫ݀ǵհএԺࠔ)аޑԾӚᅿғ१ٰނᑧБԄǴ१ٮࢤࢂа ၸำࢂཱུࣁޑύځǴӆҗಭታৣуπፓొฆǴښᅕಭհএᑭϣǴуዿԯǵݨǵӚԄፓܫኧໆ ዴჴόܰǶނ๏Ӛ୯ᝤᅕπҔᓓЪӧੇొฆ१ٮલЮǴाගޑਔΓΚǶуҺታৣ ࡽԖЎ࣬લЮǶޑวԖᜢ୯ϣᇻࢩᅕಭიᑧࣽᏢϯᆅزೖፋࡕǴҁࣴޣၸЎᆶ Οǵλ่ ԵǴै໗იᑧᆶᅕಭიᑧ࣬КၨΠࠅԖႜӕϐೀǴࡺᙖаै໗იᑧԖЎୖٮԖᜢᅕಭიᑧ٠ค࣬ᜢЎё ٮޑ୷ᘵǴׯ๓ᅕಭიᑧᅿᅿୢᚒࣁॷ᜔Ǵӆҗհএፓ१ࠔᏤΕᅕಭიᑧǴࣴᔕрӝᇻࢩᅕಭიᑧزࣁࣴ ᔕஒიᑧࣽᏢϯᆅЇѠزటၲԋΒঁҞǺ(1) ჴ୍ǴҁࣴزᇻࢩᅕΓၮҔǶࢂаҁࣴٮǴගނ ǶޣӃ០ޑᇻࢩᅕಭიᑧزஒԋࣁ୯ϣࣴزᇻࢩᅕǹ(2) ᏢೌǴҁࣴ 2.2 հএፓ१ࠔ ǵհএፓ१ࠔϟಏϷౢཷॊ ୯ৎǴಃΒԛШࣚεᏯբࣁᏯഢᙂ१٬ҔǴϐࡕ٬ҔໆВᖿቚуǶ߈൳ԃҗޑऍ୯ࢂհএፓ१ࠔനԐၮҔ ᐒΨᒿϐफ़եǴ१ಞᄍΨεԖׯᡂǴޑᙯᡂǴӧৎొฆޑࠠᄊޗቚуޑೲԋߏǴλৎזᕉნᡂᎂǴᔮܭ
лок ഻ངǶᒿࣽޑᗺǴគளѦ१ΓαޑԖൺᙁൂǴБߡೀǴܰߥӸڀΓαኧεቚǴհএፓ१ࠔޑӧѦ൩१ ౢࠔޑαགǵԖӭϡϯޑߏǵൺࡕߥԖচ१ۯਔ໔ளаޑΨВཥД౦Ǵߦԋհএፓ१ࠔߥӸೌמวհএמ Ҟёаᡣ१ҔޣӭБय़ᒧ (ഋች࣓Ǵ2018) Ƕ հএፓ१ࠔሡܭᎦԋǴΓኧΨᅌᅌӛݽϲǴჹޑᙯᡂǴѦ१ಞᄍᄌᄌޑᕉნޗวߚதِೲǴמ߈жࣽ ᒧӭޣٮࣁֹ๓Ǵёග׳ߥᗲਏ݀ޑհএፓ१ࠔܭǴჹޑวុמᒿࣽೌמໆε൯ቚуǴհএ ኬޑፓୢШǴᅌᅌׯᡂԋࣁፓхޜжऐଯྕډޔߎឦᡞᓐхးǴޑϣࠔǶуπ१ࠔவচҁޑኬϯ ҔϷߏਔ໔ߥӸǶᒿڗВᖿԋዕǴ٬ளፓ१ࠔૈБߡೌמуϷեྕޑߎឦᡞးǶуޑжаڗԄǴϩ ښਔ໔ǴӧౢࠔࠔᒧϷαޑаϷ෧ϿҔᓓϷഢᓓނቲక܊ௗуొፓǵ෧ϿታޔวǴёаޑհএፓ१ࠔ ѱወΚคځـໆԃቚуǴёǴհএፓ१ࠔϐሡ܄ӭښǵБߡፓǵαܫഢΑܰӸڀᡂϯᙦǴ ጁ(ഋች࣓Ǵ2018)Ƕ հএፓ१ࠔаၭǵ੬ǵНౢࠔࣁЬाচǴуπǵፓǵొฆǴࡑհࠅࡕ٩ྣೕख़ໆ٬Ҕऐଯྕ ޑޣեྕచҹǴՉߥӸǵၮᒡаϷೡ୧๏ޑፓஏ࠾хးֹԋǴനࡕଌΕ࡚ೲհএǴӧ-18℃аΠޜ (߄ 2-2-1ـ)հএхး१ࠔǶհএ१ࠔ٩চϣёբӵΠϩᜪ ကϐ༼߄ۓ߄2-2-1 հএ१ࠔᆶհএፓ१ࠔ
ကۓ ౢࠔᜪձ հএၭౢࠔ аൂၭౢނࣁচᇙԋǴӵհএጫǵН݀Ƕ հএ੬ౢࠔ аൂ੬ౢނࣁচᇙԋǴӵհএԺǵФԺǵᚊԺǵᓥԺǶ հএНౢࠔ аൂНౢࠔࣁচᇙԋǴӵհএങǵጺᛵǶ аၭǵ੬ǵНౢࠔࣁЬाচǴуπǵፓǵొฆǴࡑհࠅࡕ٩ ℃ፓஏ࠾хးǴനࡕଌΕ࡚ೲհএǴӧ-18ޜհএፓ१ࠔ ྣೕख़ໆ٬Ҕऐଯྕ аΠޑեྕచҹǴՉߥӸǵၮᒡаϷೡ୧๏ޣޑհএхး१ࠔǶ
ز(2018)ϷҁࣴڐၗٰྍǺიݤΓѠᓬؼၭౢࠔว Βǵհএፓ१ࠔѱԋߏೕኳ 2018ԃςԋߏၲཥѠჾ273.7ሹϡǴ2017ԃ࣬ၨډཥѠჾ191.9ሹϡǴޑհএፓ१ࠔѱೕኳԃౢॶவ2011ԃ ܭ2018ԃԋߏ13.5% Ңԋߏ࣬ჹቚуǴ҂ٰѱ࣮ӳǶ܌ӵკ2-2-1
Ѡհএ१ࠔϩౢॶᡂϯᖿ༈კ
511/1 461/1 432/: 441/1 439/6 * 461/1 422/9
ϡ 384/8 411/1 367/4 377/8 378/6
ሹ 352/3 325/9 32:/6 ჾ 361/1 2:2/: 2:6/8 2:3/7 2:6
Ѡ 311/1 ཥ
) 261/1 87/5 94/3 88/2 93/9 :3/: 92/2 ໆ 83/4 7:/4 211/1
ౢ 38/2 41/7 3:/7 42/8 45/1 46/1 46/7 46/: 61/1 ԃ 1/1 3122 3123 3124 3125 3126 3127 3128 3129 ԃж
հএၭౢࠔ հএНౢࠔ հএ੬ౢࠔ հএፓ१ࠔ
კ2-2-1 Ѡհএ१ࠔϩౢॶᡂϯᖿ༈კ زၗٰྍ:ᔮीೀ(2018)Ϸҁࣴ
лол Οǵλ่ ཞ্१ࠔޑуπొฆБԄǴӧуπొฆၸำόӕำࡋޑаวِೲǴ२ाϐᜢᗖࢂБݤ܌հএፓ१ࠔϐ ǵࠔ፦ᆶᔼᎦԋϩǵեྕఠϷښՅᐛǵαޑߥԖ१ࠔচٰٯаଯКૈೌמϐՅǵ३ǵࢁϷѦǴԶեྕհএيҁ চౢයεໆۑ१ࠔуπБݤǶճҔޑࢂҞհএፓ१ࠔǴന٫ೌמаեྕհএ܌ߏǴۯߥӸයज़ёа ҢǴհএፓ११ࠔϐᗺǴ܌ౢࠔӭϡϯϐਏ݀Ƕӵ߄2-2-2ډᇙၲुيໆښБൂϣαғౢफ़եԋҁǴё٩ሡ ᔈǶٮёЍᇻࢩᅕಭიᑧϐ ߄2-2-2 հএፓ१ࠔᗺ༼߄
ᗺ
ሡѳᑽٮډ१ࠔၲ܄ፓਔૈ 1 ಒੰڋΠૈೌמࠔᆅፁғǵ፦ໆᓬؼ(ཱུեྕϐհএ 2 ൞ޑࢲ) (१Ҕߡճ(႖Нуǵ༾ݢ 3 հ চ१αགٯൺࡕԖଯК 4 এ ܄ ނ ໆǵڋᔼᎦ֡ᑽ(հএፓ१ࠔፓଛਔё ፓ 5 (ໆ֖ޑᎇڰિެϷᖌ (όӕ༐ӳޑޣىౢࠔӭϡϯ(௦Ҕӭᅿ१Ǵૈᅈ 6 १ کཞޑհএፓ१ࠔૈՉໆϯғౢǴε൯फ़եচ ࠔ 7 ׯ๓ޑᕉნᆶፁғࠔ፦ܭཚၮǴԖշޑϿໆታᎩ ௦Ҕհএፓ१ࠔǴё෧ϿΕуπొፓբᆶᐒᏔ 8 ഢǴ෧եΓΚമ ໆхးۓ٩ྣΓኧ 9 ፓଛښё٩ྣӚ୯१॥ 10
زၗٰྍǺҁࣴ (ᔈᆅӸ(VMIٮ 2.3 ᔈᆅӸ(VMI)ᙁϟٮǵ (Harger et al,1988)ǶࡺᅕಭიᑧѸሡس௦ᖼǵഢӸǵᇙഢϷ୍ܺޑނࠖ(Harger)იᡏᑧ१ࢂӝ१ޣ٩ᏵᏢ ᔈᆅӸǴᅕಭұٮᔕஒၮҔVMI(Vendor Managed Inventory)Ǵջز௦ᖼᆅБݤǴҁࣴޑाԖִ๓ ᔈӝٮޑǴVMI)ࢂᅿख़ाسᔈᆅӸٮ)ᔈԋǶVendor-managed inventoryٮޑಭֹډ१வ௦ᖼ ӝբӧ1980ԃжǶਔؔᅟᅦԭࢂШࣚޑᝊዅکբബཥǴ߯җWal-Mart(ؔᅟᅦǴऍ୯നε႟୧)२ബǴؔᅟᅦ ӝޑᔈǴჴΑ҅ٮޑВϯҔࠔᇙǴᚈБ೯ၸVMIኳԄǴჴΑଯਏᔈޑಃεೱᙹ۫Ǵᝊዅࢂӄౚനε дϦљԋфჴࡼǶӧځک(բᚈគ(ஓ҇Ǵ2006) ǴࡕុӆҗFruit of Loom(म୯ԋՊ)ǴShell Chemical(ෘจҡϯ ,Federgruen,1998 ک ೢҺ (Avivޑ႟୧ॄԖᆅӸޑسၗᔠکᔈჹ٬ҔӃጕ೯ૻٮVMIύǴ Parker,1996, Shenck and Mcinerny,1998)Ƕ ᔈୢᚒᙯඤԋൂભӸᆅୢᚒǴ࣬ٮӭભעӸၮբኳԄǴҁ፦ࢂޑᔈᕉნΠٮࢂӸӧӭঁسVMI ໆуᎍ୧ሡޑჴሞޣࢂҔаسݤǶVMIޑᔈวрुൂՉံٮࡪྣБԄ٬Ҕ࠼Њӛܭჹ ٮߞ৲Ǵሡډှ،БݤǴջҗᎍ୧ၗளޑӸံکႣෳӸǴբࣁѱሡڋǴԶໆٰႣෳሡ ஓ҇Ǵ2006)Ƕ)ሡکϸᔈѱᡂϯޑೲז׳ीჄǵޑԖਏ׳ёа Ǵࣴᔕрଞჹᅕಭಭұ१ϐᆅᒤݤ(ӵკ2-3-1)ǶسᔈᆅӸٮၮҔ ǵሽ(ԋҁफ़եሽफ़ե)ֹԋҬܰǵႣයु(ښᚈӛૻ৲:௦ᖼϣ(ұ१ࠔ፦ǵӼӄǵϷαޑᔈჹᔈಭܿٮ () хးҹϩձຏܴԐύఁΟᓓᓓձǴӆуጓঁǵᔠౢࠔࠔ፦Ƕౢࠔஒ٩ྣಭΓኧаВҔᓓໆࣁൂՏхးǴ ҔǶڗ࣬ӕᓓᗺǴхးҹѦय़ҔаՅҢǴБߡڗచዸуຏǴങᑭϣྕࡋཱུեǴхးҹ่ӇǴᗉխख़ፄ৾܈ዸ
лом Β) ಭܿჹᔈբᅕಭᚈӛૻ৲:ұ१٬Ҕݩǵӣൔࠔ፦ǵаϷӸݩǶ) ᚈӛૻ৲:ұ१٬Ҕݩǵӣൔࠔ፦ǵӼӄӸኧໆǵႣයुᖼኧໆǶёճҔӄౚسΟ) բᅕಭჹᔈVMIᆅ) ǶسVMSǴӕਔஒұ१ҔໆǵಭՏϷᅕᕇໆӣൔಭܿᆶVMIسՏӣൔۓፁࢃ ኧໆᆶҬਔ໔ϐୖۓᙯၲբᅕಭૻ৲ǴёаࣁΠයسᚈӛૻ৲:ၸVMIسᔈჹᔈVMIᆅٮ (Ѥ) ӸໆϷԋҁбрǶޑᔈٮԵǴёफ़ե ٿᔈٮಭБᆶޕᙯၲբᅕಭұ१٬Ҕݩૻ৲Ǵёջਔளسᚈӛૻ৲:ၸVMIسϖ) ಭܿჹᔈVMIᆅ) ϷԋҁбрǶੁޑኧໆᆶҬਔ໔Ǵफ़եόѸाुڋǵሡำࡋǴуаٮБ
კ2-3-1 VMIნཷᢀკ زၗٰྍ:ҁࣴ Βǵλ่ ӝۈᔈǴࣁΑफ़եԋҁᆶӸǴ໒ٮޑᔈᆅӸ(VMI)Ǵձࢂ႟୧ٮၮҔۈҾ໒ޑҞຫٰຫӭ ࡌᄬрᇻࢩᅕಭიᑧ࣬ᜢፕǴ߃ޣၸаЎፕॊаϷୖଜᏢزᔈၗྍǴЪӭҾΨᄌᄌၟǶҁࣴٮ ᔈжᆅ(VMI)ѤεຑᒧٮǵೌמഢᜢᗖӢનࣁ:ౢࠔሽǵౢࠔ࠼ᇙϯਏǵӼӄեྕڀᔈځᏤΕհএፓ१ࠔ ࡰǶ
Бݤزࣴ.3 ϩቫભำׇݤ(AHP)ᙁϟ 3.1 Զวрϩቫભำׇݤ(AnalyticزࣴޑԃӢඹऍ୯୯ٛೀᔈᡂीฝୢᚒ 1971 ܭ Thomas L. Saaty AHP ݤፕᙁൂЪᏹܭୢᚒǶҗ،ޑԖӭঁຑྗ߾ڀݩΠϷ܄ۓόዴܭHierarchy Process, AHP)ǴЬाҔ ԋዕֹܭǴঁፕҭВᖿزჴࣴޑӧόӕ୯ৎՉAHPӧεࠠ،ୢᚒޣբܰǴᔈҔጄൎࡐቶݱǴԖӭᏢ ǵᔈҔϷܴǶزόᘐӦঅ҅ǵࣴޑޣഢǴᐕӭᏢ ቫԛ่ᄬǴޑރნϩࣁኧঁηӢનǴӆஒ೭٤ηӢનಔᙃԋࣁঁᐋ،ޑБݤёаஒፄᚇزAHPࣴܭᜢ рቻӛࡕࡌҥԋჹКၨંତǴ٠ځ๏ϒख़ኧॶǴ܄࣬ჹख़ाޑঁӢનǴаຑЁࡋଞჹـ٠༊ৎཀ ຑᒧޑၗૻ٠ಔᙃԖᜢ،،ޑкϩޣ،ٮᓬӃǴૈගޑቫભύӚϩໆϷቻॶǴа၀ቻӛໆж߄ ҾǵπำǵϦӅ،ӚሦୱǶܭǶჴ୍ςᅌၮҔ܄॥ᓀޑϩǴЪૈ෧Ͽ،ᒱᇤکྗǵख़܈చҹ ځୢᚒሡाှ،ǴٿၸำύԖޑϩǴӧՉϩ،ޑ܄ӭឦܭSaaty(1986)ϩቫભำׇݤ(AHP)ЬाҔ ቹៜำࡋ٠ीᆉр࣬ჹख़ޑኧঁ،ाનϐ໔ӵՖࡌᄬቫભᜢ߯ǴќࢂӵՖຑӚቫભाનܭύϐࢂᜢ ᡯᇥܴӵΠǺᄽᆉၸำϐځǴ܄Кၨϐ࣬ჹख़ाٿٿॶǴளр ϯǴӈр࣬ᜢाનǴ٠ࡌҥቫભࢎᄬǶسຑ่ᄬϯǵޑஒፄᚇ،ୢᚒ .1 ԋჹКၨંତǶޑόӕБਢ܄Ӛឦک܄ࡌҥຑឦ .2 ࣬ჹຑॶǶޑӚБਢک࣬ჹख़ޑ܄ीᆉӚឦ .3 Ƕ܄ठۓᔠ .4
лон ϩࢎᄬᆶ٬ҔำׇǴӵკ3-2-1Ǻ،ޑ܄ӭឦޑAHP
ᡯǺࡌҥቫભࢎᄬ () Бਢ،ޑϐຑྗ߾ǴϷຑޑǵຑӚޑᡏҞǴԶࡌҥຑ၀Ҟϐޑ२Ӄࡌҥ،ୢᚒ ޑډǴკύቫભ߄ҢࣁၲٯǶკ3-2-2ࣁቫભࢎᄬጄۓԶ܄ፄᚇޑӭჲ၀ຎ،ୢᚒޑቫભܭϐቫભࢎᄬǴԿ ԵቾБਢϐቫભࢎᄬკǶۓ،ǴԶቫભΟ߾ࣁຑྗ߾Ǵаԋޑ܈ᕴҞǴკύቫભΒ߄Ңࣁᄬय़
კ3-2-2 ϩቫભำׇݤ(AHP)୷ҁࢎᄬკ (ၗٰྍǺSaaty(1971 ᡯΒǺࡌҥԋჹКၨંତ (Β) лоо ঁ ٩ᏵǶଷԖnޑϐ໔܄ΠቫԛឦځǴբࣁຑКၨ܄ቫឦޑቫભКၨǴаٿٿޑՉाનϐ໔
ाનਔǴ߾ाՉ ԛԋჹКၨǶќSaatyࡰрnɧ7ਔǴΓတϐຑКࡘԵၸำܰౢғᒱόठޑຝǴᜤ
ຬە߾ኧҞόྗޑቫભঁа܌ԋჹКၨচ߾(principle of pairwise comparison)Ǵޑᒏ܌ᔠᡍǴԜջ܄а೯ၸठ ҢǴவமǵัமǵሥமǵཱུமǵ๊மǴ܌Ⴤϩ߾ӵ߄3-2-1ޑКЁࡋځǶԋჹКၨ܄ၸ7ঁǴаխቹៜ่݀ϐठ ॶǴӅϩࣁΐঁଛჹКၨભǴϩձ๏ϒ1-9ঁຑЁࡋКၨॶǶံޑ໔ޣٿܭமࡋϟ܄аϷуख़ा ຑЁࡋǴჄϩࣁϖঁ୷ҁભǴջȨӕख़ाȩǵȨัࣁख़ाȩǵȨሥࣁख़ाȩǵȨཱུࣁख़ाȩϷȨ๊ჹޑAHPݤ ᑽໆॶǴ߄Ңख़ाำࡋޑᑽໆॶǹӧϖঁ୷ҁЁࡋϐ໔ќ፟ϒ2ǵ4ǵ6ǵ8ޑख़ाȩǴ٠፟ϒӜҞЁࡋ1ǵ3ǵ5ǵ7ǵ9 ཀကϷᇥܴǴӵ߄3-2-1Ƕޑϐ໔ǶᑽໆॶࣁЁࡋॶϐॹኧਔǴ߄Ңࡕाનၨख़ाǴӚЁࡋж߄ޣٿӧ ကϷᇥܴۓ߄3-2-1 AHPݤϐຑЁࡋ
က ᇥܴۓ ຑЁࡋ ܄ӕख़ाڀଅำࡋޑीฝٿ 1 ӕख़ा z ம ᡍᆶղᘐัࣁӛ഻ӳࢌीฝ 3 ัࣁख़ा z ัம ᡍᆶղᘐமਗ਼ӛ഻ӳࢌीฝ 5 ሥࣁख़ा z ሥம ᡉҢߚதமਗ਼ӛ഻ӳࢌीฝ 7 ཱུࣁख़ा z ཱུம ჹ഻ӳࢌीฝ๊ۓᏵޭىԖ 9 ๊ჹख़ा z ๊ம ॶਔ૱ש2ǵ4ǵ6ǵ8 ࣬ᎃЁࡋϐύ໔ॶ ा
(ၗٰྍǺSaaty(1980 ϐӢનᑽໆ่݀ڔຑЁࡋǴ௦ҔӢન໔ԋჹКၨǴаࡌҥԋჹКၨંତǺஒୢޑՉAHPݤϐڔ٩Ᏽৎୢ
فኧॶࣁΟޑϩفǴԶΠΟ܄࣬ჹख़ाޑ߾2ྗܭϩǴ ж߄ྗ߾1࣬ჹفΟޑ ԋჹКၨંତ Aܭॶ
ޑ , , , ୱࣁࡰԾρᆶԾρКၨǴΨ൩ࢂޑጕفॹኧǴҭջ = 1// ǶЬჹޑ࣬ჹՏኧॶ
۶ԜຑКϐԋჹંତǴӵΠ(3.1)კҢ(ᙁᅼǴ2005)Ƕ܄ᑽໆॶࣣࣁ1Ƕn ঁឦ
(3.1)
ᡯΟǺीᆉቻॶᆶቻӛໆ (Ο) рቻӛໆ( Priority vector )ǶਥᏵኧࡌҥԋჹКၨંତࡕǴ٬ҔኧॶϩύதҔϐቻॶ(eigenvalue)ှݤǴ
Ң܌(ᜢ߯ӵԄ(3.2ޑତAંکቻӛໆXᆶቻॶλޑତਔǴ Aં܄ठޑ ॶϩፕǴऩંତAࣁঁ
(ᙁᅼǴ2005)Ƕ
лоп (3.3) n ঁቻॶ ޑ ளંତ AԄ(3.4)ύቻӛໆ X Ѹࣁߚ႟ӛໆǴЪ det(A - λI)= 0ǶஒՉӈԄှ໒ࡕǴջё
က Ǵ߾ԋჹۓϐख़Ǵ٠ ܄ឦܭჹ ܄ҢǴ ࣁឦ܌(ύനεቻॶࣁ ǶӵԄ(3.1ځλǴ
Ң(ᙁᅼǴ2005)Ƕ܌ (КၨંତёаׯቪӵԄ(3.4
(3.4)
зWࣁnঁឦ܄ޑख़ӛໆǴΨ൩ࢂW Ǵ߾ԋჹКၨંତAᆶख़ӛໆWϣᑈёளԄ(3.5)
(ᙁᅼǴ2005)Ƕ
(3.5)
ကǴёวԄ(3.5)ύख़ӛໆ W ࡞ࣁԋჹКၨંତ A ϐቻӛໆǴЪ n ࣁቻۓ٩ᏵԄ(3.2)ჹቻӛໆϐ ύϐǴࡺԄ(3.5)ёׯቪࣁԄ(3.6)(ᙁᅼǴ2005)Ƕځޑॶ (3.6)
Ԅ(3.6)ளрǴӢԜё٩ܭǴԶԋჹКၨંତA ىख़ӛໆWࣁߚ႟ӛໆǴ٠ᅈܭҗ
ှനεቻॶ ᆶቻӛໆǴΨ൩ࢂख़ӛໆWǶኧॶϩፕ
܄ठۓᡯѤǺᔠ (Ѥ)
ᇥǴऩ Ъ ߾ٰٯሀ౽Ƕᖐىᔈ၀ᅈ่݀ޑӳջԋჹКၨୃޑޣ،
༾ั܄ԋჹКၨંତόֹܰӄᒥྣሀ౽ǴӢԜёаሀ౽ޑᄬԋ܌ǶฅԶǴΓࣁЬᢀղᘐ
Ǵคᡉϐࡕҟ࣯ޑղᘐࢂӝޑ܌ӧຑၸำύޣΏࢂࡰ،܄ำࡋǶठޑ܄ӳठୃځफ़եǴՠሡෳ၂ (ᙁᅼǴ2005)Ƕ
(3.7) !!!܄ӄठֹڀ߄Ңࡕղᘐ 0 !1/2!߄ҢࡕղᘐԖୃৡόೱೣ! лор !ᇤୃޑڙ߄ҢࡕᗨόֹӄठǴՠࣁёௗ!1/2! (3.8)
ۓК(consistency ratio, C.R.) ٰᔠ܄ࡰ(consistency index, C.I.) Ϸठ܄ਥᏵSaaty(1980) ϐࡌǴаठ ठ܄ǴᇥܴӵΠǺ 1. ठ܄ࡰ(consistency index,C.I.) =.ຑໆྗ߾ǶԶीᆉϦԄࣁC.Iޑଯե܄ϐৡ౦ำࡋǴёբࣁղᘐठޣٿ( ࡰനεቻॶ (λmax ) ᆶ໘ኧ ( n Ƕ܄ठޑԖзΓᅈཀڀཇଯǹऩC.I.ɩ0.1Ǵ߾߄ҢԋჹКၨંତ܄λmax- n ) / n-1Ǵଷ٬C.I.ॶཇλǴ߾ठ) 2. ठ܄К(consistency ratio,C.R.) ᒏR.I.ࢂᒿᐒࡰ(random index, R.I.)Ǵ܌ତ໘ኧϷຑКЁࡋኧϐቹៜǴջC.R.= C.I./ R.I.ǶંډڙC.R.ϐελ ڀቚуཇεǴଷ٬C.R.ɩ0.1Ǵ߾߄ҢԋჹКၨંତύϐຑКॶޑҗᒿᐒౢғϐ҅ॹॶંତԶٰǶR.I.ॶᒿંତ໘ኧ ҢǶ܌࣬ჹᒿᐒࡰR.I.ॶ߾ӵ߄3-2-2ځǶӚ໘ቫКၨҞኧnϷ܄ڙԖёௗ ࣬ჹᒿᐒࡰR.I.ॶځ߄3-2-2 AHPύӚ໘ቫКၨҞኧnϷ
n 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
R.I. N.A. N.A. 0.58 0.90 1.12 1.24 1.32 1.41 1.45 1.49 1.51 1.48 1.56 1.57 1.58
(ၗٰྍǺSaaty (1980 ှӚБਢϐᓬ༈Кख़ॶᡯϖǺ (ϖ) ॶ߾җӚቫભϐख़࣬४уᕴԶளǴ၀ॶཇεځᆉӚБਢϐᓬ༈Кख़ॶǴ೯ၸࡕǴջёՉۓᔠ܄җठ БݤǴѬૈޑॊǴ AHPݤ߯х֖ϩǵ໘ቫࢎᄬᆶӝ،ϩ่݀܌߄Ң௦યϐᓬӃׇཇଯǶᆕޣ ୢޑቫભाનѸ࣬ϕᐱҥǴஒፄᚇ໘ቫ่ᄬǴҭջଷޑୢᚒҗଯቫԛ۳եቫԛϩှࣁᙁܴ،ޑஒፄᚇ ᆶຑǴـϯǴਥᏵୢᚒዴҥᕴҞǴ٩ᏵቫભᕴҞ໒ᏤрԛाҞǴ٠༊ৎϐཀسᚒϒаຑ٠Ъ ঁ໘ቫຑрቻӛໆ(eigenvector)ࣁຑԋჹКၨǴޑЁࡋ(ratio scale)ՉӚྗ߾໔࣬ჹख़ाำࡋٯаК ᓬӃׇǶޑளᡏ࣬ჹख़Ǵӆа໘ቫၮᆉᆕӝޑ߾ྗ ᓬᗺޑ(Βǵϩቫભำׇݤ(AHP ᓬӃۓ،ޑ໘ቫ่ᄬǴӕਔૈ࠼ᢀޑϕ࣬ԋჹٿٿୢᚒᙁϯೀϩǴ٠Ъࡌҥޑቫભϩݤૈஒፄᚇ ϐىЖલ߾ࣁऍύόޑᔈҔǴՠӧЬᢀᑽໆፕ܌ᆅࣽᏢϷՉࣁࣽᏢޑॶǴӢԜቶݱ܄ޑׇϷന٫ᒧ ᓬᗺǺޑᇥܴǴࡌҥቫભ่ᄬϩԖаΠޑ(ೀǶ٩ᏵSaaty(1980 ϯᙁϯԋቫભࢎᄬǶسࣣԖᒤݤೀǴஒፄᚇୢᚒ܄ҺՖࠠᄊϐឦ.1 2.మཱඔॊҗቫભჹၨΠቫભाનޑቹៜำࡋǴܰࡌҥӚྗ߾ϐࢎᄬǶ КٿٿคӧӭБਢύᒧ௨ׇ๏ϩǴаޣԋଽჹКБԄǴܰӣเǶ༤เ.3 Кၨϐ֚ᜤǶޣБԄǴ෧Ͽ༤เ܄ၨϐ࣬ჹख़ा 4.Бߡೀӭ໘ቫ่ᄬǴёஒୢᚒቫᙶమቹៜӢનǶ Ϸᇡӕೀࡕϐ่݀Ƕڙௗܰ.5 Ƕ܄ठڀࢂցۓёаᔠ.6
ᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖ،ࡰ 3.2 лос ၮҔϩቫભำׇݤ(AHP)ࡌᄬӧᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનϐຑᒧኳԄǶၸ AHPࣴزҁࣴ Ƕӵ݀คݤࡌᄬຑᒧࡰǴஒ׳ࡰՉຑᒧࡕǴஒคݤӆՉࡰϐᡂٿٿБݤࡌҥຑᒧኳԄࢎᄬǴଷ٬ز ж߄ڀࣁࡌҥঁޑҞزǶҁࣴޑԋфᜢᗖӢનຑᒧࡰࢂࡐख़ाܭϷୖԵሽॶǴӢԜᜢ܄Ԗж߄ڀ٬ຑᒧࡰό ϐख़ᗺǴຑᒧࡰᑔᒧࢬำزԋфᜢᗖӢનϐຑᒧኳԄǶҁകࣴޑᛣᗴഄᅕಭიᑧᏤΕհএፓ१ࠔۯϐᇻࢩ܄ ӵკ 3-3-1 ܌ҢǶ
!ᛣᗴഄᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢ ࣬ᜢЎᆶۯϐᇻࢩࡌᄬ߃ ᗖӢનຑᒧࡰቫભࢎᄬ!
ᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑ᠘ࡰᑔᒧ!
ᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢન! ຑ᠘ࡰϐᑔᒧ่݀ᆶϩ!
ࡌҥᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧࡰቫભ ࢎᄬ!
კ3-3-1 ᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧࡰᑔᒧࢬำკ 3.3 ᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧࡰቫભࢎᄬ ගрϐѤᅿຑᒧࡰǴᇻࢩزൔϷ࣬ᜢЎՉୢᚒङඳϩǴҁࣴزᘜયԾ୯ϣѦයтǵፕЎǵࣴ ᔈжᆅ(VMI)ѤٮǵೌמᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનϩࣁౢࠔሽǵౢࠔ࠼ᇙϯਏǵӼӄեྕ ЬाࢎᄬǶޑᜢᗖӢનϩزᜪǴբࣁҁࣴ ကۓ߄3-3-1 հএፓ१ࠔᆅҞϐྗ߾Ϸ
ကۓᄬय़ ྗ߾ ྗ߾ ਔጫ݀ ճҔਔ܄ጫ݀ᇙբሽԋҁե༹ Ԍש๏ϒٯ٩ྣᖼວኧໆࡪК Ԍשٮ٩௦ᖼໆග ౢࠔሽ ำࡋޑቹៜނচڙόۓڰࡋ ౢࠔሽۓᛙޑሽ ፓᇙբ(ӑѭᓓǵࡓᇯᓓǵຫࠄښ१ಞᄍϐαޑёа٩ྣӚ୯ ښӦБ॥ ᓓ) ౢࠔ࠼ᇙϯ Һཀࡷᒧ ёа٩ྣঁΓ഻ངǴࡷᒧচ१ଛᇙ ਏ (ௗ१Ҕ(႖Нуǵ༾ݢޔೲǴזೲ१Ҕ όѸഢуπፓǴౢࠔൺז ෧Ͽ٬ҔഭᎩ फ़եታᎩໆǴᗉխੁ ࿘ੰࢥགࢉىᓓዬǴᗉխЋܫௗѺ໒ޔௗ࿘གࢉ ౢࠔൺࡕǴޔ෧Ͽ ௳ೲեྕၸำఠǴफ़եౢࠔᆭז ٛЗౢࠔ፦ᡂ מӼӄեྕ ೌ ߥԖዕ१αག ࡚ೲհএǴёаߥԖচዕ१αག ਔ໔ܫߏౢࠔӸۯߥӸයज़ ཱུեྕΠё ख़ፄՅډᓓኧໆǴమཱጓဦǴՅፓǴᗉխӞϺӸ(֖хး)ी ࡪྣΓኧ ӚᑭՏǴᒿਔඓұ१ӸໆܫໆӸᆅ ࡪВǵຼǵД٬ҔໆӸץ ᔈжᆅٮ ၮཚಭံ๏ВයϷኧໆੇڋਔ໔ۑ٩ྣങ VMI) ੇံ๏) ๏ВයϷኧໆံڋ٩ྣಭଫෝྃঅය໔ ෝαံ๏
زၗٰྍǺҁࣴ
лот კ3-3-2 ᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔϐԋфᜢᗖӢનຑᒧࡰࢎᄬკ زၗٰྍǺҁࣴ ጄൎزࣴ 3.4 Ԗಭߏᐕ)ڀᛣഄϐᅕಭΓ(ջಭܿǴᔼᇻࢩᅕಭΜԃаЪϩۯЬाჹຝጄൎаଯᗴزҁࣴ ޑԋфᜢᗖӢηຑᒧኳԄϐቫભࢎᄬځཛྷǴೖፋϣࣁᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔـৎࣁჹຝǴՉৎཀ ԋфᜢᗖӢηຑᒧኳԄϐຑᄬय़Ϸྗ߾ǶځϐᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔز࣮ݤǴ٠ϒаᘜયࣁҁࣴ ໘ࢤՉǴಃ໘ࢤǵၸ࣬ᜢЎϷৎঁٿᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનϐࡌᄬӅϩ Ǵаीᆉ࣬ჹख़ǶڔԋჹКၨϐୢٿٿ܄ቫભࢎᄬϣӚቫભឦޑೖፋБԄаዴᇡቫભࢎᄬǴಃΒ໘ࢤǵଞჹዴᇡࡕ ឦ܌ᆶޣԖಭߏᐕϐᆅڀፓჹຝаᔼᇻࢩᅕಭΜԃаЪϩڔಃΒ໘ࢤϩቫભำׇݤ(AHP)ୢ ӵǺᇻࢩᅕಭಭܿǵଯᅕǵଯᗴങϦϷҺᙍΟεࢩᇻࢩᅕಭಭߏǶৎٯಭܿৎǴޑౢሦୱ ǴӵߕᒵǶڔୢ ϩᆶ่݀زࣴ.4 ၗٰྍᆶϣϩ 4.1 ಭܿৎǶ׆ޑឦౢሦୱ܌ᆶޣԖಭߏᐕϐᆅڀჹຝааᔼᇻࢩᅕಭΜԃаЪϩڔୢܫวزҁࣴ ፓǶҁԛୢڔКၨϐୢ܄Չຑࡰ࣬ჹख़ाڔշҁୢڐᆶᙦᡍǴޕ࣬ᜢሦୱϐܭఈᙖҗৎॺჹ ϐኬҁङඳϷ୷ҁၗ ӵ߄4-1-1ǴڔҽǴӣԏ 100ʘǶӣԏୢ 15 ڔኧࣁ 15 ҽǴԖਏӣԏୢڔୢܫᕴीวڔ ߄4-1-2Ƕ ङඳၗी߄ޣڔ߄4-1-1 AHPୢ ᅕϦљಭܿ ԃၗ(ԃ) ಭᏒՏ(Ⴅ) ᅕಭᅕπኧ(ঁ) ಭଫኧ(చ) B001 36(ಭߏ) 450 26 4 B002 42(ಭߏ) 500 30 9 B003 25 500 30 1 B004 15 350~500 24~30 8 B005 13 500 30 2 B006 20 350~500 24~30 4 G001 15 500~700 30~35 6 B008 25 350~500 24~30 7 B009 35(ಭߏ) 350 24 2 B010 25 350~500 24~30 5 B011 36(ಭߏ) 500 30 3 B012 40(ಭߏ) 500 30 1 B013 31 350~500 24~30 2 G002 35 350~500 24~30 7 B015 43(ಭߏ) 500 30 1
زၗٰྍǺҁࣴ
лпй ୷ҁၗी߄ޣڔ߄4-1-2 AHPୢ
Ҟ ᜪձ Γኧ ԭϩК(%)
%87 13 ت ܄ձ ζ 2 13%
10-15ԃ 3 20%
πբԃၗ 16-20ԃ 1 7%
21ԃа 11 73%
ಭܿ 9 60% ᙍᜪձ ಭߏᡍঋಭܿ 6 40%ڀ
زၗٰྍǺҁࣴ ۯǴЬाЬᚒȬᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનаଯᇻࢩڔAHP ϐቫભࢎᄬၮҔৎୢ ځࡰϕ࣬КၨٿٿȭࣁҞǴϩࣁΒঁቫભᇥܴǴЬቫભࣁѤঁᄬय़ϷԛቫભࣁΜϖঁྗ߾ǴՉٯᛣഄᅕಭࣁ ǴC.I.ɩ0.1ϷC.R.ɩۓᔠ܄നεቻॶǴ٠аԜᓬӃӛໆՉठڗǴࡌҥԋჹંତǴीᆉᓬӃӛໆᆶ܄ख़ा Ǵ่݀ӄ܄ठځำࡋǶᡍ܄ԋჹКၨંତϐठڙКၨϐࡕǴ٠Ъ߄Ңёаௗٿٿ಄ӝځ0.1ࣁࡰᡍ Չख़ϩǶڔஒа15 ҽৎୢزǴҭջC.I.ɩ0.1 Ϸ C.R.ɩ0.1ǶӢԜǴҁࣴ܄಄ӝठ֡ڔኧԏӣϐৎୢ ่݀زࣴ 4.2 рӚᄬय़Ϸྗ߾ϐ࣬ჹख़Ϸ௨ׇǴՉѠᇻࢩᅕಭౢ೬ᡏ Power Choice ीᆉǴڀ௦Ҕ،πزҁࣴ ϐύᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧϷख़ϩǶ ǵᄬय़ᑽໆϩ ಃቫભࢂаᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનࣁЬᚒǴ࣬ᜢӢનϩձࣁౢࠔሽǵౢࠔ࠼ᇙϯਏ ᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢޕᔈжᆅ(VMI)Ѥঁᄬय़ǶਥᏵ߄ 4-2-1 ளٮǵೌמǵӼӄեྕ ᔈжᆅٮׇϩձࣁౢࠔሽ(0.532751)ɧౢࠔ࠼ᇙϯਏ(0.224219)ɧ܄નϐᄬय़ᑽໆϩǴ٩ख़ा Ƕ܄C.I.=<0.1ǹC.R.=<0.1Ǵ߄Ңղᘐ಄ӝठ ځǶ(0.106963)ೌמVMI(0.136067)ɧӼӄեྕ ௨ׇ܄߄4-2-1 ᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧᄬय़ख़Ϸख़ा
(ᔈжᆅ(VMIٮ ೌמᄬय़ ౢࠔሽ ౢࠔ࠼ᇙϯਏ Ӽӄեྕ
ౢࠔሽ 1 2.5153 4.005 4.6808
ౢࠔ࠼ᇙϯਏ 0.3976 1 2.3094 1.6065
0.6783 1 0.433 0.2497 ೌמӼӄեྕ
ᔈжᆅVMI 0.2136 0.6225 1.4742 1ٮ
ख़ 0.532751 0.224219 0.106963 0.136067
ׇ 1 2 4 3܄ख़ा λmax= 4.0287 C.I.=0.0096 C.R.=0.0106
زၗٰྍǺҁࣴ Βǵྗ߾ᑽໆϩ ቹៜӢનϩձځᔈжᆅVMI Ѥঁᄬय़ǴٮǵϷೌמಃΒቫભࢂаౢࠔሽǵౢࠔ࠼ᇙϯਏǵӼӄեྕ ௗ࿘ޔೲ१Ҕǵ෧Ͽ٬ҔഭᎩǵ෧ϿזǵҺཀࡷᒧǵښࡋǵӦБ॥ۓᛙޑԌǵሽשٮࣁਔጫ݀ǵ٩௦ᖼໆග ໆӸᆅǵੇံ๏ǵෝαံ๏ΜϖঁץགࢉǵٛЗౢࠔ፦ᡂǵߥԖዕ१αགǵߥӸයज़ǵӸ֖хးीǵ ׇՉϩӵΠǺ܄ᡏຑᒧྗ߾ᑽໆϩ่݀Ǵ٩ׇख़ाޑ߾ǶਥᏵಃቫભϐᄬय़ྗ
лпк ()Ȩౢࠔሽȩᄬय़ϐྗ߾ຑᒧᑽໆϩ ࡋ(0.529687)ɧ٩௦ᖼໆۓׇϩձࣁሽᛙ܄ӧౢࠔሽᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाޕҗ߄ 4-2-2 ள Ƕ܄C.I.=0.003<0.1ǹC.R.=0.0051<0.1Ǵ߄Ңղᘐ಄ӝठ ځԌ(0.375082)ɧਔጫ݀(0.095231)Ƕשٮග ௨ׇ܄߄4-2-2 ౢࠔሽᄬय़ϐຑྗ߾ख़Ϸख़ा ࡋۓԌ ሽᛙשٮ٩௦ᖼໆග ຑྗ߾ ਔጫ݀ ਔጫ݀ 1 0.2346 0.1937 Ԍ 4.2618 1 0.6549שٮ٩௦ᖼໆග ࡋ 5.1620 1.5269 1ۓሽᛙ
ख़ 0.095231 0.375082 0.529687ֽ ׇ 32 1܄ख़ा λmax= 3.006 C.I.=0.003 C.R.=0.0051
زၗٰྍǺҁࣴ (Β)Ȩౢࠔ࠼ᇙϯਏȩᄬय़ϐྗ߾ຑᒧᑽໆϩ ೲ१Ҕ(0.414685)ɧ෧Ͽזׇϩձࣁ܄ӧౢࠔ࠼ᇙϯਏᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाޕҗ߄ 4-2-3 ள C.I.=0.0037<0.1ǹC.R.=0.0041<0.1Ǵ߄Ңղᘐ ځɧҺཀࡷᒧ(0.100945)Ƕ(0.152573)ښ٬ҔഭᎩ(0.331788)ɧӦБ॥ ಄ӝठ܄Ƕ ௨ׇ܄߄4-2-3 ౢࠔ࠼ᇙϯਏᄬय़ϐຑྗ߾ख़Ϸख़ा ೲ१Ҕ ෧Ͽ٬ҔഭᎩז Һཀࡷᒧ ښຑྗ߾ ӦБ॥ 0.5036 0.3535 1.4349 1 ښӦБ॥
Һཀࡷᒧ 0.6969 1 0.2201 0.3190 ೲ१Ҕ 2.8291 4.5425 1 1.0883ז ෧Ͽ٬ҔഭᎩ 1.9856 3.1351 0.9189 1
ख़ 0.152573 0.100954 0.414685 0.331788ֽ ׇ 3 4 1 2܄ख़ा λmax=4.011 C.I.=0.0037 C.R.=0.0041
زၗٰྍǺҁࣴ ȩᄬय़ϐྗ߾ຑᒧᑽໆϩೌמΟ)ȨӼӄեྕ) ׇϩձࣁߥԖዕ१αག(0.383112)ɧٛ܄ᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाೌמӧӼӄեྕޕҗ߄ 4-2-4 ள C.I.=0.0013<0.1ǹC.R.=0.0014<0.1Ǵ ځௗ࿘གࢉ(0.198927)ɧߥӸයज़(0.167768)ǶޔЗౢࠔ፦ᡂ(0.250192)ɧ෧Ͽ ߄Ңղᘐ಄ӝठ܄Ƕ ௨ׇ܄ᄬय़ϐຑྗ߾ख़Ϸख़ाೌמ߄4-2-4 Ӽӄեྕ ௗ࿘གࢉ ٛЗౢࠔ፦ᡂ ߥԖዕ१αག ߥӸයज़ޔຑྗ߾ ෧Ͽ ෧Ͽޔௗ࿘གࢉ 1 0.8075 0.5110 1.1908
ٛЗౢࠔ፦ᡂ 1.2383 1 0.6153 1.6056 ߥԖዕ१αག 1.9569 1.6253 1 2.1187 ߥӸයज़ 0.8398 0.6228 0.4720 1
ख़ 0.198927 0.250192 0.383112 0.167768ֽ ׇ 3214܄ख़ा λmax=4.0038 C.I.=0.0013 C.R.=0.0014
زၗٰྍǺҁࣴ
лпл ᔈжᆅVMIȩᄬय़ϐྗ߾ຑᒧᑽໆϩٮѤ)Ȩ) (ׇϩձࣁӸ֖хးी(0.410827܄ᔈжᆅVMIᄬय़ϐྗ߾ຑᒧᑽໆϩǴ٩ख़ाٮӧޕҗ߄ 4-2-5 ள C.I.=0.0026<0.1ǹC.R.=0.0029<0.1Ǵ߄ ځໆӸᆅ(0.323082)ɧੇံ๏(0.142899)ɧෝαံ๏(0.123192)Ƕץɧ Ңղᘐ಄ӝठ܄Ƕ ௨ׇ܄ᔈжᆅVMIᄬय़ϐຑྗ߾ख़Ϸख़ाٮ ߄4-2-5
ໆӸᆅ ੇံ๏ ෝαံ๏ץ ຑྗ߾ Ӹ֖хးी
Ӹ֖хးी 1 1.3206 2.9422 3.1530
ໆӸᆅ 0.7572 1 2.0745 2.9629ץ
ੇံ๏ 0.3399 0.4821 1 1.0921
ෝαံ๏ 0.3172 0.3375 0.9157 1
ख़ 0.410827 0.323082 0.142899 0.123192ֽ
ׇ 1 2 3 4܄ख़ा λmax=4.0078 C.I.=0.0026 C.R.=0.0029
زၗٰྍǺҁࣴ Οǵᡏख़่݀ϩ ӧᄬय़ΠीᆉрӚྗ߾ϐኧКख़ࡕǴሡӆຑӚྗ߾ӧᡏ܌ж߄ϐख़Ǵၸीᆉᆕӝख़ǴёКၨӧ ௨ׇ่݀ǶਥᏵॊᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧϐ่݀ϩǴ٠܄ख़ाځ߾ྗޑӚᄬय़Π ׇǴϩ่݀ᇥܴӵΠǺ܄٩ᏵຑᒧѤঁᄬय़ϷΜϖྗ߾ϐख़ा ߄4-2-6 ᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑྗ߾ϐᡏख़่݀ϩ
௨ׇ܄ᄬय़௨ׇ ᄬय़ ྗ߾ ᡏख़ ख़ा
ਔጫ݀ 0.050735 6
Ԍ 0.199825 2שٮ٩௦ᖼໆග ౢࠔሽ 1
ࡋ 0.282191 1ۓᛙޑሽ
9 0.034210 ښӦБ॥
Һཀࡷᒧ 0.022636 11 2 ౢࠔ࠼ᇙϯਏ ೲ१Ҕ 0.092980 3ז
෧Ͽ٬ҔഭᎩ 0.074393 4
Ӹ֖хးी 0.055900 5
ໆӸᆅ 0.043961 7ץ ᔈжᆅVMIٮ 3 ੇံ๏ 0.019444 13
ෝαံ๏ 0.016762 15
෧Ͽޔௗ࿘གࢉ 0.021278 12
ٛЗౢࠔ፦ᡂ 0.026761 10 ೌמӼӄեྕ 4 ߥԖዕ१αག 0.040979 8
ߥӸයज़ 0.017945 14
лпм زၗٰྍǺҁࣴ ۓᛙޑ௨ׇǴय़ϖϩձаȨሽ܄ᡏख़ϩ่݀ǴਥᏵ߄ 4-2-6٩ख़ाޑࢎᄬΜϖຑྗ߾زҁࣴ ೲ१ҔȩǵಃѤȨ෧Ͽ٬ҔഭᎩȩǵಃϖזቹៜǴಃΟȨޑԌȩשٮԛࣁȨ٩௦ᖼໆගځࡋȩࣁԵໆϐനᜢᗖӢનǴ ҞࣁȨෝαံ๏ȩǵȨߥӸයज़ȩǵޑޣ௨ׇၨࡕ܄ȨӸ֖хးीȩǶԜѦǴৎᇡࣁӧΜϖຑྗ߾Ǵख़ा ߄ҢৎᇡࣁӧՉᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢ่݀ځ0.02Ǵܭᡏख़ࣣλޣȨੇံ๏ȩǴΟ дຑྗ߾բКၨਔǶځનຑᒧҞ،ਔǴԜΟຑྗ߾ԵໆϐКख़࣬ჹၨեᆶ
5.่ፕᆶࡌ ፕǹಃΒǵᆅཀ఼ǹಃΟ่زፕॊǴӅϩΟᇥܴǴಃǵࣴޑՉֹ่݀زҁകஒӝಃѤകϐࣴ ࡌǶزϷࡕុࣴڋज़زǵࣴ ፕ่زࣴ 5.1 ЪѳᛙวǴԃౢॶຬၸ400ሹϡǴբങϩѲШࣚΟεࢩǴᅕᕇໆک୯ᇻࢩᅕӧ1980ԃࡕςௗ߈Ⴋך ᡂޑᕉნޗख़ा༧ǴѠᇻࢩᅕ߈ԃٰӢϿηϯаϷޑ୯ᔮวךՏۚШࣚϤεᇻࢩᅕ୯ৎϐӈǴΨࢂ Ӛ୯ىಭӭ୯ᝤբଆғࢲǴұ१คݤᅈܭжǴҗڗय़ᖏਂንΓલЮୢᚒǴѸЇѦ୯ᝤΓޔᎂǴ ᚒǶӢԜޑाӵՖׯ๓ᅕಭұ१ޔᏤठဂᡏጝπόܺሦᏤǴੇിՈਢҹᓎᕷǴ೭ҭࢂᇻࢩᅕϦљΓሡ ᜢᗖᒧǶޑᜢᗖǴᏤΕհএፓ१ࠔࢂᇻࢩᅕ҉ុวޑಭЈǴගϲᅕᕇғౢΚۓׯᡂΨࢂӼޑಭұ१ ӼޑǴଯࡋښαޑբੇঁᔼᎦаϷ಄ӝىٮೲǴ٠ёගזᇙբߚதБߡЪޑհএፓ१ࠔӧᓓ१ ӄፁғǴ๏ಭඍ৹ҔᓓޑЈǴ༈ஒԋࣁᇻࢩᅕಭიᑧόё܈લޑᕉǴ܌аᏤΕհএፓ१ࠔࢂᇻࢩᅕ҉ ҂ٰஒհএፓ१ࠔᏤΕᇻࢩٮᜢᗖӢηǶԶᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧࡰǴёޑวុ ᛣഄᅕಭౢϐύᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧࡰѤۯ༼ᇻࢩزᅕϐᅕϦљբࣁᑽໆࡰǹҁࣴ аΠ่ፕǺډख़ϩளޑᄬय़ǵΜϖঁྗ߾ঁ ᡍډǵᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧϐѤᄬय़ǵΜϖঁྗ߾Ǵϩቫભำׇݤ(AHP)ள ςၲᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનᑔᒧޕ಄ӝ C.I.ɩ0.1 Ϸ C.R.ɩ0.1ǴҗԜё่֡݀܄ठځ ࡰǶ ΒǵਥᏵ߄ 4-2-6 ᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑྗ߾ϐᡏख़่݀ϩǴ٠٩ᏵຑᒧѤঁ ׇǴϩ่݀ᇥܴӵΠǺ܄ᄬय़ϷӚྗ߾ख़ा ᔼၮԋҁǴޑᑬಭࣗԿಭ໗ډᕉǴυ߯ޑಭܿ)ख़ຎ)ޣѤঁᄬय़аౢࠔሽനࣁख़ाǴᇻࢩᅕಭұ१ࢂᆅ.1 ਏǴᆶޑεϯཱུډԋҁǴளޑՏಭܿ׆ఈၮҔനեࡋനࣁख़ाǴۓύаሽᛙځफ़եԋҁࢂ२ाԵໆǶૈ ޑሡуΕ܌फ़եғౢԋҁᆶᇙբπਔǴගଯғౢΚᆶࠔ፦ǴᙁϯғౢᇙำǴׯ๓იᡏᑧ१ډ࢙ൈ(2005)ගрǴाၲ ၗྍ:հএፓ१ࠔǵ௨πݤ่ፕठǶ πբǴΞय़ჹੇޑೲ१Ҕനࣁख़ाǴӧಭའའਗਗొฆұ१ዴჴࢂҹόܰזӧౢࠔ࠼ᇙϯਏᄬय़Бय़Ǵа.2 ճҔࣁ༾ݢуջё१ҔǴ൩ᆶ܈Ǵհএፓ१ࠔૈᙁൂ႖НуሡޑόӕښΓγαޑᕉნǴӚ୯ᝤޑൾӍ ΒԛШࣚεᏯհএፓ१ࠔբࣁᏯഢᙂ१ݩཱུࣁᜪ՟Ƕ ӧܫങޑᑭՏǴࢂᆶਂንޑۓڰұ१ؒԖܫᔈжᆅVMIᄬय़Бय़ǴаӸхးीനࣁख़ाǴಭٮӧ.3 ࢂߚதӼӄܫӸޑచҹϐΠǴങᆶұ१ޑᛣഄᅕಭհএᑭഢచҹࣣࣁ႟Π55ࡋǴӧཱུեྕคۯଆǴᇻࢩ аጃηѦуచዸϷՅ߄܌ጃұ१Ѧ่ᗩคݤᒣϣՅǴਔ໔ёаߏΦǴᑭϣྕࡋ࣬եǴܫЪӸ ᅰໆֹӄ१ҔǴफ़եഭᎩໆǶނᡣ१ښಭαىҔǴᅈڗҢǴБߡታৣ ഢǴೌמհএޑұ१Ҕཱུեྕޑਔ໔ஒొฆӳޑᄬय़Бय़ǴаߥԖዕ१αགനࣁख़ाǴӧཱུอೌמӧӼӄեྕ.4 αགǴᡣಭΓҔᓓ१ޑচԖނ१ډፓаुᇙໆೲএଆٰǴհএፓ१ࠔ൩ૈၲޜޑஒұ१Ҕऐଯྕ టගϲᅈཀࡋǶ 5.2 ᆅཀ఼ ϩǴᇻࢩᅕಭიᑧ่݀زࡌᄬᇻࢩᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧኳԄǴਥᏵჴࣴ܌زҁࣴ лпн ಭܿᆶიٮᡏ๏ϒගڀ୯ᇻࢩᅕϐਏᆶਏǴૈךܭԋ݀ჹޑزᏤΕհএፓ१ࠔǴӧ୯ϣࣁ२ബǴࢂаҁࣴ ຎԋҁᆅࣁ२ाҞǴࢂаౢࠔሽᆶ࠼ᇙϯࣁख़ाׇ௨ӧय़ǶޣǶᇻࢩـࢰޑჴ୍ബᆶബཥޣᑧ ሡࡌᄬޣᡙ܍ԌǶӢԜǴიᑧשளڗ٠ᜫаεໆ௦ᖼ܄ۓհএፓ१ࠔሽᛙࡋ࣮Ǻಭܿଓفӧ௦ᖼሽ ሽૈΚǴ٠ၸհএжπޑ٩ᒘǴаफ़եհএжπቷޑᔈٮۓᕉნǴᙖҗϩණჹޑᔈٮঁӭ ԌԋҁǶשޑيᝡݾٰᙯ༬Ծޑ ǴЪಭӞᅕಭ໒ұ܄ᆶቸזೲ१ҔǶԜᡉҢǴԖᅕಭрᑧೲࡋόזࡋ࣮Ǻಭܿଓفவਔ໔ԋҁ १܌ޑਔ໔ၨߏǴԜܰԋങૻрখѯӧొฆਔ܈ҔᓓޑึნǴӢԶᒱѨਂንᐒǶიᑧ܍ᡙޣऩૈ๓Ҕհ ǴஒૈቚуബԋфᐒǶ܄ޑ१ҔܭǴ१ܰ܄Ъቸזএፓ१ࠔрᑧೲࡋ εхးǴܭഢൂՏᆶΕൂՏၸྗޑഭᎩੁߚதख़ຎǶԜᡉҢǴԖ१ޑނ१ܭࡋ࣮Ǻಭܿჹفޑவ෧ቲ ԶЪಭӢԜӞᑨԶౢғੁǶიᑧ܍ᡙޣऩૈ๓Ҕհএፓ१ࠔλхးޑ܄Ǵஒૈεໆ෧ቲǴᕇளಭܿޑ ഻ངǶ ख़ຎำࡋၨեǶޑ१ҞޑښಭԖԾᒧόӕαٮ१ǴගޑښѦᝤಭৎໂ॥ٮ१ጫǴගۑܭಭܿჹ(2) Ǵᔈૈׯ๓മచሡޑࡋٰ࣮Ǵִ๓ྣ៝ᅕπ१فख़ຎำࡋϝฅόଯǶவߏᇻሡޑമБܭ୯ಭܿჹךԜᡉҢǴ ғౢਏࢂޑǴჹྣКၨЇհএፓ१ࠔࡕǴಭڋёࡌҥঁᕮਏଓᙫᐒ܈ޣᡙ܍ਏǶიᑧޑҹ٠ගϲғౢ Ѧᝤᅕπᑧ१ࡘၡǴගଯᅕπӧಭᑧ१ϐ۩ᅽགǴа෧ϿᅕπΓࢬޑ௲ػಭܿׯᡂڋׯ๓ǴᙖаԜᐒډցள ѨǶ (3)VMI௨ӧಃΟǴёૈᆶബཥᘉණԖᜢǶᇻࢩᅕᏤΕհএፓ१ࠔǴࢂঁཥޑኳԄǴԶVMIࢂԜཥኳ ԄബཥύӆЇΕޑуॶ୍ܺǶӧബཥ҂ᘉණǴεӭኧޑΓࢂаȨᢀఈȩᄊࡋय़ჹǴიᑧ୍ܺ܍ᡙޣёааԋ ಭᑭԖज़Ǵࡺಭܿޑұ१ܫᕳකଞǴૈـ໔ճҔёаᇥࢂޜޑࡋ࣮Ǵᅕಭفޑ໔ճҔޜՉቶǶவٰٯфਢ ങᑭϣұ१хးѦ่ӇόޑεхးǴΞӧཱུեྕܭ१ၸޑұ१хးीख़ຎำࡋၨଯǶԜᡉҢǴԖܭჹ Ǵஒұ१хးуᒣسёၮҔVMIᆅᆶಭVMSӣൔ܈ޣҔǶიᑧڗࠔǴԶЪόБߡނᒣϣ१ܰ ᆅǴᡣಭБǵಭܿǵޑҔЪ१ஒόܰख़ፄǴᔈૈִ๓Ӽ௨ಭұ१ӸڗՅǴᔈёᡣొฆΓБߡ܈చዸ ෝαံ๏Ǵᡣಭܿࡐߡ܈ሡѳᑽϐਏ݀Ǵόᆅࢂੇံ๏ٮډඓඝұ१ኧໆǴаၲޑᔈǴΟБय़ࡐܴዴٮаϷ ᔼၮԋҁǴޑбрܭၸ܌༤кԄံ๏ǴΨૈջਔඓඝੇբಭଫұ१ӸໆǴफ़եұ१Бय़ޑҞޓׯ๓а۳ޑճ १ҔϐݩǶىӕਔΨόౢғұ१ό ຎࣁฅǴख़ೌמࡽԖܭǴӵǺཱུեྕհএǶಭܿჹೌמচӢԖΒȐ1ȑࡽԖԋዕځᄬय़ǴޑКၨό௨ӧय़(4) ᛣഄಭഢԖཱུۯཥᔈҔǶᇻࢩޑӧཥ१Ȑհএፓхȑೌמёமፓᙑ܈ޣᡙ܍ຎࡋԾฅόଯǶȐ2ȑიᑧ୍ܺ եྕޑհএഢ(႟Π55ࡋаΠ)Ǵ܌аಭܿჹܭұ१ޑߥӸයज़ǵౢࠔ፦ᡂޑख़ຎำࡋၨեǴӧཱུեྕޑᕉნұ१ ϐᓬ༈ǶќѦհএፓ१ࠔܫᛣഄಭӧұ१Ӹۯਔ໔ΨᒿಭᑭྕࡋຫեԶቚߏǴԜࣁᇻࢩܫόܰᆭᚯǴЪӸ ऐፓхးΕǴొฆਔѝा႖Нޜ௦ҔނαགǴԶЪϣޑচዕ१ٯᇙբǴൺࡕૈߥԖଯКޑೌמᙖҗեྕ ӼӄୢᚒǴ٠ЪคӆҔӭᎩਔ໔ഢྗഢǴ࣪ࡐӭਔ໔ޑ༾ݢǴ໒ፓхॹΕ࿙ዬջё१Ҕᗉ໒࿘܈у ߕуሽॶǴᔈёගଯಭ഻ܿང௦ҔǶޑഢڀ܌ځϷ܄ऩૈᙖҗհএፓ१ࠔϐБߡޣаϷΓΚၗྍǴიᑧ ࡌزϷࡕុࣴڋज़زࣴ 5.3 ǴගраΠࡌ๏ࡕڋၸำϝԖΠӈज़ޑزϐΠǴӧࣴڋၗྍӢનज़ܭ࠼ᢀᆶֹՠ୷ᗨᏃໆाزҁࣴ ԵǶୖޣزࣴុ ڋज़زǵࣴ ڋჹຝᆶጄൎϐज़ز) ࣴ) ᛣഄϐᅕಭΓ(ջಭܿǴᔼᇻࢩۯፓჹຝࣁଯᗴڔਔ໔ǵΓΚϷၗྍӢનǴୢܭज़ڙزҁࣴ ہᛣഄॄೢΓǴᅕᕴ༸٣ǴΟεࢩᗴങϦЬۯӵǺᔼᇻࢩᗴٯԖಭߏᐕ)ৎǴڀᅕಭΜԃаЪϩ ޑԖӦϐᇻࢩᅕ܌ኬҁኧໆёૈคݤϸࢀѠڔаԖਏৎୢ܌ᇻࢩᅕǴޑԖӦ܌Ǵ٠ؒԖх֖୯ϣ Ƕڋज़ډڙϐ่ፕزݩǴёૈ٬ҁࣴރჴ ڋϐज़ڀπزΒ) ࣴ) лпо ीҔڔБݤǴᙖҗ࣬ᜢЎϐϷৎೖፋዴᇡቫભࢎᄬǴୢز٬Ҕϩቫભำׇݤ(AHP)ϐࣴزҁࣴ όӕǴԶ܌ԖޕᇡޑڔёૈӢЬ࠼ᢀӢનυᘋǴቹៜ༤เࠔ፦ϣӧߞࡋǴԶԋჹୢޣෳڙᙁൂܴᕕǴຒΚ Ƕ܄ჴޑౢғৡ౦٠ቹៜ่݀ ࡌزΒǵࡕុࣴ ჹຝϐᘉز) ࣴ) Ԗಭߏᐕ)ৎǶଯڀᛣഄϐᅕಭΓ(ջಭܿǴᔼᇻࢩᅕಭΜԃаЪϩۯϐჹຝࣁଯᗴزҁࣴ იᡏұ१ୢᚒёૈόᅰ࣬ӕǴ٬ຑᒧޑډၶ܌ᇻࢩᅕಭܿޑୢᚒᆶӚӦޑय़ჹ܌ӦϐᇻࢩᅕಭಭܿӢౢ дӚӦᇻࢩᅕሦୱǴಭଫՉନΑځёаᘉεวԿزόӕǴӢԜǴࡌࡕុࣴ܌ࡰϐ໔ख़่݀Ԗ рόӕख़Ǵ׳ౢձ܈ᇻࢩᅕѦǴᗋԖεࠠᘕಭǴεࠠݨ፺ǴёКၨৡ౦ჹӧόӕ໘ቫձ Ƕسஒიᡏұ१ࡌᄬӧόӕౢձϐว܈س ᜢᗖӢનຑᒧኳԄޑගрزԵҁࣴୖزΒ) ࡕុࣴ) ࡋǴଞۓᜢᗖӢનࣁሽᛙځѠᇻࢩᅕౢύǴᅕಭიᑧᏤΕհএፓ१ࠔԋфᜢᗖӢનຑᒧϐ่݀ϩ ᇻࢩᅕಭიᑧᏤΕհܭԜᚒుΕϩǴख़ុۯࡌёޣز҂ٰࣴܭǴჹ׳҂ӆزჹԜᜢᗖᚒҁࣴ এፓ१ࠔԋфᜢᗖӢનຑᒧࡰǶ
6.ୖԵЎ ǵύЎϩ ҽԖज़ϦљǶѠчǶިހचలች(2003)Ƕიᡏᑧ१ᆅǶཥЎ٧໒วр.1 Ǵਲ༜ѱǶހǶ୯ٛεᏢ୯ٛᆅᏢଣᅺγፕЎǴ҂рز࢙ൈ(2005)Ƕ୯ैიᡏᑧ१ᇙำϐኳᔕࣴ.2 Ƕύξٯҹౢ㵝ڰᔈኳԄϐǺаᆙٮᔈжᆅӸᆶၠ୯ٮஓ҇ǵߠ։ྑᆶᎅᅇ(2006)Ƕ.3 ಃ1යǺ271-296ǶڔᆅຑፕǶಃ14 ǴѠчѱ:ϖࠄǶ(ހကο(2007)Ƕიᡏᑧ१ೕჄᆶჴ୍(1.4 ᙁ⫛(2008)Ƕ،ϩᆶᆅǶᚈယਜ൴ǶѠчǶ.5 ᅕ(2015)Ƕीᇻࢩᅕಭಭଫᕴኧໆ(х֖Ѧᝤಭ)ǶہՉࡹଣၭ.6 ǴހᅺγፕЎǴ҂рسǴܿੇεᏢᓓਓ ᆅᏢزྤำ(2015)ǶቹៜैύიᑧᅈཀࡋӢηᆶՉࣁཀკϐࣴ.7 ѠύѱǶ ۓڋǶᕴᕴကӷಃ10500079291ဦз(2016)ٯᇻࢩᅕచ.8 Ƕଯࣽٯഋች࣓(2018)ǶύλࠠৎҾΒжௗΓᆅωૈຑᒧኳԄ–аѠհএ ፓ१ࠔౢࣁ.9 ǴଯѱǶހᅺγፕЎǴ҂р܌زεᏢҾᆅࣴמ 10.ᔮीೀ(2018)ǶѠհএፓ१ࠔϩౢॶᡂϯᖿ༈კǶ ΒǵमЎϩ 1.Aviv, Y., A. Federgruen. 1998. The operational benefits of information sharing and vendor managed inventory programs. Technical Report, Columbia University, New York. 2. Parker, K. 1996. Demand management and beyond. Manufacturing Systems (June) 2A–14A. 3. Schenck, J., McInerney, J. 1998. Applying vendor-managed inventory to the apparel industry. Automat. I.D. News 14(6) 36–38. 4.Saaty, T. L. (1996a). The analytic network process. Pittsburgh: RWS Publications. 5.Saaty, T. L. and Özdemir, M. S. (2005). The Encyclion: A Dictionary of Decisions with Dependence and Feedback based on the Analytic Network Process:RWS Publications, USA.
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ز༅ࡹϷᆅബཥჹഌै໗ΓΚගϲቹៜӢનϐࣴܕ୯ै Research on the Factors Affecting the Army Forces’ Recruitment by the National Army Recruitment Policy ଯ۸ຐ 1 ٣ᔼᆅᅺγӧᙍ ୯ҥߎߐεᏢ
ᄔ! ा ǴӳڋቻծޑᆒΚǵਔ໔ϷԋҁǴၸѐ௦Ҕޑжै٣่ᄬςຫٰຫፄᚇǴै٣૽ግΨሡाΕຫٰຫӭ όܰஒཥծ૽ግࣁёҔϐծǴࠅଭय़ᖏଏҴǴߚதੁ୯ৎၗྍǶ ය࣬ၨၸѐߏǴΕ૽ግԋҁΨၨϿǴΓࢬא໗୍ܺאᜫדǴӄڋԾ2018ԃ12ДଆǴ୯ৎࡹׯࣁ༅ծ ΨၨόᓎᕷǶ ᡂӢનჴࡼǴೖፋჹຝаύਠޑ߯аుࡋೖፋݤǴଞჹ໗ΓΚၗྍǵᆅബཥᆶᅽճࡹ໔زҁࣴ Ϸჴ୍ᡍуаՉϩǴ่ـծǴаቶݱᇆӚࣚΓϐཀ۔༅ΓϷΕҴѤԃϣϐ୯ैγܕǵ۔໘ભаߏ ᅽճ่ᄬǵᖒၗޑǴࡺᔈ၀ගϲԖ܄ԖᏹբᆒஏݓᏔϐڀΓᔈאᜫדεठᇡࣁ୯ैޣೖڙวǺ݀ ࡑၶǵଏҶೕჄǵׯ๓ᆅБԄय़࣬Ƕ ᜢᗖຒǺܕ༅ǵᅽճǵᆅബཥǵΓΚၗྍ
ABSTRACT Modern military structure is getting more and more sophisticated ,andmore amd more effort ,time and costs need to be put into military training .Like the conscription ,the former recruitment policy of the national army ,the downside of it is after months of training new recruits to become a qualified soldiers ,it becomes a vicious cycle ,causing unnecessary resources being wasted . Since December of 2018 ,the recruitment policy has become enlistment .Full voluntary military troops have a much longer service time than the conscription method .As a result ,less military expenses are put into training recruits and less transference of military personnel between units . This research is deeply constructed of interviews with military personnel and is aimed at the discussion of the changing factor between the human resources of troops and the welfare policy .The interviews of this research started in October of 2018.the official interviews started in 2019 of officers that are lieutenant colonel or higher ,recruitment personnel and soldiers who have been in service for four years or less .After the extensive survey and the analysis of past practical experience ,the research came to a conclusion as followsǺthe survey has shown that no matter who is the superior ,recruitment personnel and military personnel came to an agreement that voluntary personnel should have skills of operating sophisticated weapons ,so it is logical for military personnel to receive better welfare ,salary, management innovation ,and management after retirement ,etc .In this way ,we will have more attraction for an outstanding civilian to join the army .In a broad , we classify the national army as a government functionary and that should have an entrance ewamination like a government functionary should have ,naturally it will improve the social status of soldiers and also meet the the training needs and the combat planning of the troops . Key wordsǺVolunteer recruitment ,welfare , management innovation, human resources
ಃക ᆣፕ ङඳᆶᐒزಃ ࣴ ୯߈ΜᎩԃΨӢᔈբᏯࠠᄊϷբךϷ߈ԃٰᏯݾࠠᄊׯᡂǴբᏯኳԄරै٣ӄౚϯᡂᎂǴวሡޗᒿ ӺǴڰӺǴԖਏᓵߔȩׯࣁȨٛፁڰȨٛፁޑ୯ै٣ᏯౣவၸѐךׯᡂǴ٩2017ԃ୯ٛқҜਜൔࡰрǴޑᏯБଞ
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ߺ১እैׯࣁȨᔭੇ،യǵ᠁۞ឱእȩǴஒၸӭቫОΚѺᔐǴۺҔծޑख़ቫᓵߔȩǴ٠ஒȨ᠁۞،യȩ ȨᆒჴਢȩǵȨᆒਢȩޑаഌុಔᙃጓးፓϷծΚᆒᙁǴᝩ2000ԃ߃ය܌ׯᡂǴޑໆǴӢࣁբᏯࠠᄊૈװ ЈׯᡂծΚٰྍǴஒၸѐ،׳ਢȩǴόԃ෧ϿծΚᚐǴڰϷȨᆒᆐਢȩࡕǴԿ2017ԃ҅ԄಃѤ໘ࢤȨ߿ ΓΚΕैޑයߏאא༅ન፦ଯǵܺܕ໗Ǵаޑȩאᜫד2018ԃֹۭԋȨӄܭࡋǴ٠ςڋࡋׯࣁ༅ծڋቻծޑ ࡌैҞǴරȨᆒծȩϯ୯ৎٛፁౣวǶޑȩڋǴаပჴȨӄ༅ծא໗ܺ ԖаΠᓬᗺǺ׳ࡋȩڋȨ༅ծޑׯᡂѦǴаวȨᆒծȩࣁນޑ୯ٛፁբᏯࠠᄊϷै٣ӄౚϯךନॊ )ගϲծΚન፦ǵै٣ϯǺ) ǵᆒஏݓᏔᏹբמǴԖշଯࣽុۯයૈமϯ૽ግਔ໔ϷߏאߏۯᏯݾሡाǴמӢᔈжଯࣽ ᏯΚวචǶΨёаᗉխΓΚၗྍੁǴܭი໗ᓨࠨǴճޑਔ໔ᎦӭΓᏹբݓᏔਔޑىёаԖၨк׳ϯǴ Տǵব္લΓཥծ൩ံൂאܺۓ،ᠸܜࡋΠǴڋєሡҔϐծǴ٩ߏǵᑫ፪ࢴᙍǴԖձၸѐቻծૈڋ༅ծ ޜᑫ፪ࢴ૽ǴӵԖکࡕǴ٩ߏڋཥծֹӄؒԖᒧǴᗲϿԵቾߏϷᑫ፪Ǵׯࣁ༅ծޑΕҴةব္Ǵᡣ ໆϯբݤǴёගϲ໗ᡏન፦ǶޑߏΓံჴڀᙍલǴёҥջࢴޑ Β)ቚ୯ৎᝡݾΚǵ෧Ͽ୯ٛၗྍੁǺ) ԶύᘐǴ٠ёϷԐאᏢόӢծ܈ుǴঁΓғఱೕჄ܈ௗΕᙍޔԶאεӭኧߙԃёխܺက୍ ᔮሽॶǴޑബ܌ծගԐΕ୯ৎᔮᡏ۔γאගϲǴӢࣁက୍ޑࡌǴԖշ୯ৎᡏᝡݾΚޗΕ୯ৎϷ ёऊख़ᙟΕ୷ᘵ૽ግϐԋҁǶ׳Γ٣ԋҁǴԶЪӢࣁծࢬեǴޑᇻᇻຬၸჴࡼ༅ծࡹ (Ο)෧եैύୢᚒϷՉࡹཞǺ Јᆒઓٰၲ܈ᡏન፦يǴၸ্ԾρאӢੰխ܈אԶᒧӢੰଶאϩΓӢᗉծאၸѐက୍ ΕᔼǴޣનՉόؼ܈Ǵᅟࡕ༅ծࡹࡕǴёၸծྍᑔᒧǴ؎ନ௨Ѿै໗ޑҞޑගԐଏҴ܈όҔծډ ǶੁޑԵᆅ୷ᘵǴ෧Ͽै໗ୢᚒᆶཀѦ٣ҹǴӕਔᗉխೀၴइǵၴݤၗྍޑ؎ΕᔼࡕၸᝄԵਡǵೲి ᚐࠅၲጓК81%ǴאᜫדࡋᔈёаճǴ٣ჴόฅǴᄒԿ2018ԃۭǴӄैڋԿԜǴӧӧᡉҢ༅ծ ܕྗǴࣗԿςԋҥਢޑႣයډᏯݾǴ༅ծԋਏคݤၲޑࠠᄊמ୯ैΓΚคݤֹӄᏹբཥԄᆒؼݓᏔǵᔈбࣽ ܌ᇤှǴޑεჹैΓޗբ৲Ϸ૽ግǵԋޑ༅Ǵᝄख़ቹៜ୷ቫ໗ܕຉᓐو୷ቫೱ໗༸༅ი໗ࡕϝा ख़ाፐᚒǶޑ༅ԋਏߡࢂόё۹ຎܕаӵՖගϲ୯ै ᆶයఈǴ׆ఈ҂ٰჴሞሡޑࡋڋਓғఱჹᅽճैܭծၸᆅׯॠ۔אǴ୯ैزғᙖҗҁጇࣴزࣴ Ƕز୯ٛჴࡼैΓᅽճׯॠਔૈયΕୖԵࣴ ޑҞزಃΒ ࣴ ࡋፏӭय़ӛዴࣁቹڋӦՏϷᅽճޗǵ܄ςჴπբਔኧǵԾҗز༅ԋਏϐӢનᕷӭǴၸѐӭࣴܕቹៜ ޑᙍၗᐕวǴैਓғఱैޑғ2ࡋவ٣ӝीऊ10ԃزдπբǴ٩ࣴځόӕ܄༅ԋ݀ϐӢનǴฅԶ୯ैπբឦܕៜ ۓਸ٣ࡺǴ۳۳ҶଷΨкᅈόዴ܈ᙍǴதӢ໗ᄽ૽ǵ௱ؠҺ୍ޗܭიᡏǴԖձޑᡏᇡࢂैΓࢂКၨਸ ځзǴ൩ѸፓԿڮǴѝाௗᕇભၰΓ٣ۓ፺ፓೕޑӢનǴӢԜคݤঋ៝ৎǵഉՔৎΓǴࣗԿӢࣁैΓ аπբਔኧᆶόԾҗ܌ࢂᜤуᜤǶ׳ഉՔৎΓܭдբᏯǴࣗԿࢂѦǵᚆൂՏǴԶЪѦൂՏДҶԛǴჹ ǺޑҞزᘜયаΠΟᗺࣁࣴزᜤࡋǴӢԜǴҁࣴޑۓǴགྷाׯᡂԖڋ፦ԶԖΑज़܄Ӣπբ܄ ׯᡂჹഌै໗ΓΚගϲԖՖቹៜǻޑ༅ࡹܕǵġ ୯ै ᓸΚǻޑԋ܌܄༅ࡹёа෧Ͽ໗ӢπբਔኧϷόԾҗܕΒǵġ ׯ๓ব٤ ༅ࡹύჹΓΚගϲϐቹៜǻܕܭࡋڋΟǵġ ଏኟ ǵᢀఈΓאΓុܺאНྗёаठ٬ޑӵՖډഖගϲٗ٤ᅽճǵගϲزჹຝǴز߯аഌै໗ࣁࣴزҁࣴ ԵޑǴරϦ୍ڋጓК100%ǴᆢᝄԵਡǵೲి؎ᐒډ༅ԋਏၲܕǴאǻۛਔεৎݾ࣬ᒧܺאΕᔼܺۓ، ᄽಞ૽کϼѳਔයǴैΓନΑᏯഢ༇ޑεܴқؒԖᏯ٣ޗᆅБԄǴၸԵ၂ᓬΕᒧǴଛӝЎ࠹ၲǴᡣ ӦՏԾฅගϲǶޗიᡏǴԾԜǴޑግѦǴΨࢂ୯ৎಃਔ໔Ε௱ؠ
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ጄൎزಃΟ ࣴ ϷၗႝैैޜϷγծΟᅿǴӧैᅿҽϩࣁഌैǵੇैǵ۔ǵγ۔༅ჹຝϩࣁैܕΓאᜫד୯ैՉ ჹزծբࣁࣴ۔҂ᅈѤԃϐγא༅ಔሦᏤ༸ϷΕᔼܺܕᆅ)ǵ)۔аഌै໗ύਠ໘ભаЬزैᅿǴԶҁࣴ ӵΠǺۓ༅ΓΚගϲቹៜӢનǶЬाӜຒࣚܕගϲᆶޑຝǴаుࡋೖፋݤᅽճࡹ ᆅ)Ǻ)۔ǵġ ύਠ໘аЬ ӵᔼߏǵਓߏǵࡹᏯೀߏϷࡹᏯЬҺٯϷЬᆅǴ۔ύਠ໘ભа໗Ьޑഌै໗πբύதௗཥծ Ƕծ҅ሡ۔ծғࢲǵϕၨࣁᓎᕷǴܰว۔ᆶ۔ǴԜᜪଯ໘ߏ Βǵġ ܕ༅ಔሦᏤ༸Ǻ ༅૽ግӝࡕǴܕၸڙǵγǵծǴ۔אᜫד༅πբΓࣁЬǴࡷᒧࠔՉϷ߄ؼӳϐܕа໗வ٣ ༅ಔಔߏǵୋಔߏϷߏǴԜᜪΓܰวཥծΕܕӵٯ༅πբϐሦᏤᙍ༸ǴܕѳǵଷВჹѦჴࡼܭ Ҵ܌ԵໆޑୢᚒǶ ծǺ۔҂ᅈѤԃϐγאܺ Οǵġ ࡘԵǶޑᒧଏҴ܈אჹຝǴӢࣁ၀ᜪΓததഐΕᝩុܺزԃၗ҂ᅈѤԃࣁЬाࣴאΕҴܺאᜫד ࢬำزಃѤ ࣴ ҢǺ܌Ǵӵკ1-1زᡯՉࣴࢬำᙖҗаΠБݤᆶزǴҁࣴޑҞزࣁၲ໒ϐࣴ ᐒزዴҥࣴ
ᆶୢᚒޑҞزዴҥࣴ
ጄൎᆶჹຝزࣴۓࣚ
Ў
ࢎᄬزࡌҥࣴ
ၗᇆ ႣӃೖፋ
ीೖፋᚒᆜ ుࡋೖፋ
ၗᆶ่݀ϩ
ගр่ፕᆶࡌ
ࢬำزკ 1-1 ҁࣴ
ಃΒക Ў य़܌ڋǵಃΟࣁࡼՉ༅ծۓ༅ೕܕאᜫד୯ծΚ่ᄬϐᡂᎂǵಃΒࣁךҁകӅϩԋѤǴಃࣁ ࡋᆶࡹϐ࣬ᜢǶڋ୯ഌैᅽճךୢᚒǵಃѤࣁԖᜢޑᖏ ୯ծΚ่ᄬϐᡂᎂך ಃ ǵΜԃծΚਢ(҇୯82-85ԃ) Ϸࡌҥ୷ҁᏯΚȩࣁҞǴڋࡹ۬Ծ҇୯38ԃኞᎂٰѠǴ໗ೕኳϐಔᙃߛࡑӝǴծΚ่ᄬаȨӝΟैጓ 1993ԃਢǹᕴܭǴаᆒჴಔᙃǴᝢࡌλ(ծΚ)ǵᆒ(ݓᏔ)ǵம(ᏯΚ)ϐ୯ٛݓΚǴٳ܈ᔠคਏծΚ؎ନ ծΚҗ49ᎩΓፓफ़ࣁ45ᎩΓǶ Βǵᆒჴਢ(҇୯86-90ԃ) ϐ୯ैȩۺഢᖄӝբᏯཷڀԾ1997ԃଆǴଛӝՉࡹଣಔᙃӆπำǴុȨᆒჴਢȩǴծΚ่ᄬаȨࡌҥ ǵಔᙃфૈǵࡌैഢᏯǵ௲ػ૽ግϷᆅЍජӢનǴᔠᆒᙁଯቫǵкჴ୷ቫǴၲԋծ܄ࣁҞǴԵໆҺ୍ Κᙯࠠ໘ࢤҞǹᕴծΚҗ45ᎩΓፓफ़ࣁ38ᎩΓǶ Οǵᆒਢ(҇୯93-99ԃ) ୯ٛၗྍԖज़ӢનǴаȨै٣٣୍ॠཥȩࡘᆢǴଛӝ୯ٛΒݤךೲวϷזӢᔈ୯ሞ༈ᄽᡂǵύӅैΚ ޣࡼՉǴុᆒᏯΚǴၲԋ୯ٛϡϯϷЎΓሦैϐ୯ٛಔᙃǹӧՉࡹଣϷҥݤଣεΚЍΠǴճᝢᕇང୯ лпт !!
ᖀϸወᐒཥжݓᏔǴε൯ගϲ୯ٛᏯΚǹᕴծΚҗ38ᎩΓፓफ़ࣁ27ᎩΓǶۓ०ቸǵ Ѥǵᆒᆐਢ(҇୯100-103ԃ) ȩϐै٣ᏯౣҺ୍ǴԵໆȨؠ্ٛىࣁុࡌȨໆǵ፦ᆒǵᏯΚமȩϐ୯ٛࠂਓǴ٩ᏵȨόᡣእฦഌҥ ௱ȩӈࣁ୯ैύЈҺ୍ϐϷȨ༅ծϐȩǴծΚ่ᄬаȨ෧Ͽࡰචቫભǵቚࡰචೲࡋǵߡࡕ༇Ѝජȩ 3ঁैޜࣁഌǵੇǵٳѦǴ٠ஒ6ঁљзہࣁҞǴᔠᆒᙁଯљჿႻಔᙃǵ؎ନԴᙑးഢǵՉࡹǵࡕ༇ΓΚ љзǴ୯ٛಔᙃරȨλԶᆒǵλԶமǵλԶѯȩБӛวǴ٠மϯΟैᖄᏯਏૈǹᕴծΚҗ27ᎩΓፓफ़ࣁ21 ᎩΓǶ (ਢ(҇୯107ԃّϞڰϖǵ߿ ሡǵཥԄݓٮӺǴख़ቫᓵߔȩै٣ᏯౣǴᆕӝԵໆእ࠶ુǵᡏ୯ৎၗྍϩଛǵΓΚѱڰࣁပჴȨٛፁ ᏔးഢᕇளǴᆶШࣚӚ୯ै٣жϯϐᖿ༈ӢનǴុፓ୯ٛಔᙃϷծΚ่ᄬǴරӛಔᙃӝϯǴࢎᄬܴዴ ୯ٛࠂਓ(୯ٛൔਜ2017)Ƕࣁೣᄇ҇Ь୯ৎȨЎΓޑϯǵϯǵӄ҇ϯמϯǴаරࡌᄬЍࣽ܄ϯϷፓቸ Ǵ୯ৎϡ२ࣁΟैനଯࡇǴаϷ୯ٛߏ֡җЎΓᏼҺǶ୯ٛࣁȨ୯ٛȩᆶȨै٣ȩ٣୍നۺሦैȩϐ ଯЬᆅᐒᜢǴॄೢᗄ୯ैӚቫભ໗ǶԜ໘ࢤႣीᕴծΚҗ21ᎩΓፓफ़ࣁ17ᎩΓǶ ༅ܕאᜫד ಃΒ ༅ೢᐒᄬȩǴ٠่ӝ҇໔ᆶࡹܕࣁុࡌȨໆǵ፦ᆒǵᏯΚமȩϐ୯ٛࠂਓǴ୯ٛࣴԋҥȨ୯ै ܗЬՉᎍǴቶࡌ࠹೯ၡǴ٬ߙԃᏢηёᕇளΕैਓϐֹၗૻǴঈճቶڗ༅ύЈȩǴ௦ܕಔᙃȨ୯ैΓω۬ ϷγծٰྍǴӄय़ගϲ୯ै༸ન፦Ƕ۔ǵγै ǴቻΕᔼܺϐǴࣁයԃǴයᅈଏҴǴќै٣૽ግ߯אନܭηǴቻծᔠӝتаቻծϷសא୯ך ݤǴ2013)ǶאѤঁДаϣै٣૽ግǴයᅈ่૽(ծڙǴቻΕᔼௗאନܭηتቻծᔠӝ යאܺܭᜫǴа 1 Կ 3 ԃࣁයǴדයᅈǴள٩୯ٛै٣ሡाϷאᜫγծӧᔼܺדࡋǺڋǵγծวϷਕϲ ǴאයයᅈಜВଆ੮ᔼᝩុܺאۓࡕǴԾݤۓǴևൔΓ٣ೢൂՏאҙፎԾᜫᝩុ੮ᔼܺۓДࡪ࣬ᜢೕঁ 6 നεԃज़ 10 ԃǶאǴளԾਕҺծϐВଆǴܺޣԾᜫ੮ᔼ ԵਡቩࡕǴҗᔼ۔Ǵೱ໗ЬޣԃъǴය໔߄ؼӳǵ಄ӝၗ 1 אᅈܺܭᜫγծדǺ۔γאᜫדΒǵᙯܺ Ǵ۔γאᜫד૽ግǴЪ᠘ෳӝࡕᙯܺ۔ᅩᒧǴԋᕮӝ٠ֹԋӚैᅿγ۔γאᜫדᙚளୖу۔ભЬ ғఱೕᜫඳӵკ2-2Ǻځය)Ƕאԃ(όх֖চςܺγծ 3 א۔ϐВଆǴܺႣഢγ۔Һۓ٠Ծਡ
(༅ύЈǺғఱೕჄᆛઠǴ2018ܕγծғఱᜫඳ (ၗٰྍǺ୯ٛΓωאᜫד კ2-1
ୢᚒޑय़ᖏڋಃΟ ჴࡼ༅ծ ࡋीǴڋޑӦՏѦǴ࣬ᜢᇨӢޗᕉნᆶאᖒၗǵᅽճǵܺޑऩाԋфǴନाගϲैΓڋ༅ծ Ψᔈ၀රӛȨԖճܕ༅ǵܭ੮ᔼȩޑБӛࡘԵǶЎϯుΓЈǴޔௗቹៜ҇ޑғࢲБԄϷჹᙍޑᒧ څޑදၹӸԖȨӳᅇόծǵӳ៓όѺଝȩޗᒧǴԋޑύǴծຎࣁόளаޗǴԐԃѠۺཀ ӦՏȐబᅇǴ2013ȑǶޗޑӑຝᆶॄय़ຝǴ࣬ჹቹៜैΓ݈ ύࡰрǴ୯ैᚐε൯ࡋ෧ᕭϐࡕǴ໘ࢤΓ٣ԋҁȐΓᆢȑᗨزϐࣴ܄ࡋёՉڋ୯ӄय़༅ծך ၮҔޑ७ϐԋҁीᆉΠǴ҂ٰӧΓᆢ 4 ޑγծאᖒၗ߯က୍ޑᜫγծ߃යדǴՠࢂǴа 1 Ӝޑฅࢂ෧Ͽ ᚐծǴჴࣁ҂ٰරӛൂىډΠǴૈց༅ளۺᢀޗγծϐཀᜫǴӧҞאᜫד໔ǹЪჹܺޜޑϝԖᔠ лрй !!
҂Ᏽࡹ҂ٰႣᆉሡڋϐख़ाᜢᗖǴ୯ٛӧЬᆅ 101 ԃࡋൂՏႣᆉຑൔύࡰрǺՉ༅ծڋȐӄȑ༅ծ ᜫγծԃࡋדౢғϐ௨ᔒਏᔈ৮ஒຬЯႣයǹ ᒿඳᅌൺผǴ܌д୯ٛሡځჴ ӈǴۛਔ႐ᚐΓᆢჹ ϐծྍံк৮य़ᖏࡷᏯȐ݅ඁૠǴ2012ȑǶڋཀ ᜫୃեǴ҂ٰ༅ծܺុޣᅈא༅ᚐςόܰၲԋҞǴуаܕ ୯Ҟᡏࡹό٫ǴอයᜤаԖਏගܹǴჹ୯ٛႣᆉᢀჸǴуΕ༅ծΓΚϐࡕჹΓךаࡹᔮԶፕǴ ቹៜѸฅౢғቚଯᖿ༈Ǵჹ୯ٛႣᆉ༈ѸࣁॄᏼǶޑᆢ ǴอයϣჹγծٰྍۘόᄬԋቹៜǴ ՠى๏όٮǴӢ୯ϣрғफ़եԶԋै٣ΓΚق൩ΓαᡂБय़Զ Զቹៜ୯ٛӼӄǴӕਔቹៜ୯ৎᔮวǶӢԜӵՖගܹ୯ϣΓαрғǴаᆢىǴόԋծΚόقߏයԶ Ǵᔮᕉნᡂࢂቹៜै٣ಔᙃΓΚΕقଛБ ਢǶ൩ᔮᕉნᡂБय़ԶޑԖਏפߙ֧ΓαኧǴѸᅰೲ൨ ΓΚߡε൯෧ϿǴӢԜ҂ٰ༅ծࡹϐޑύวǴᔮᕉნᙯӳਔǴటΕै٣ಔᙃزᜢᗖӢનǴҗࣴ ޑཀᜫ ǶӧќБय़Ǵ൩୯ٛႣᆉᡂىሡόٮ༅ౣǴаᗉխܕՉǴᔈଞჹᔮᕉნᡂϯуаຑǴਔፓ ᜢޑ௳ԋڋ༅ծۓ،ำࡋǴࢂىᆶᅈ൩ࢂ୯ٛࡹЍࡋǴӢԜ୯ٛႣᆉሡޑǴനख़ाڋБय़ᢀჸǴՉ༅ծ ሡ܌۔ύۘόх֖ैǵγځሡႣᆉᚐࡋς՞Γᆢϐ 35ʘǴ܌ύวǴऩൂ൩γծҽᆉǴزࣴܭᗖǶҗ ׯ๓Ƕ ߈ԃ୯ٛႣᆉύΓᆢςຬၸ 50ʘǴऩ҂ٰុ༅ծࡹǴ༈Ѹቚу ΓᆢޑႣᆉϷӚᅽճ ќ܈ϐጄൎ ϣǴᔈࡋᔠቚу୯ٛႣᆉЍᔈǴڙႣᆉჹբᆢϷै٣ၗϐ௨ᔒਏᔈǶӢԜǴӧёௗ ൨ඹжှ،БਢȐߑ҇ǵ፵㗟ǵഋচျǵߪᅼǴ2011ȑǶ ᑈཱུ۳ӄय़༅ծวǴฅԶ༅ծࡹޑόڅࡋΨڋאծޑ୯ךࡋᄽǵै٣٣୍ॠཥǵڋאᆕᢀШࣚծ ࡋᇨӢڋᔮᡂϯǵޗՉੋӭঁय़ӛǴӵࡹ۬ߐࡹӝǵ҇໔იᡏଛӝǵ൞ᡏᆶै໗ϦӅᜢ߯ࡌҥǴ ೲǴזᆶၗૻሀёаࡐޕᇡޑǴࡹޗޑǴᆶࡹૈցճၲԋҞԖ࣬ำࡋᜢೱǶӧϞၗૻᛈࣆ य़ຝΨёૈӧอਔ໔ϣԋቶεቹៜǴԶቹॄޑǴࡹۓբӳࡹຑᆶঅޑՠ࣬ჹӦǴӵ݀ؒԖਔ ඵችࠠЋᐒǴεεቚуΑै໗ܫዊࢬǴϩ໒מဂᆛၡǵ൞ᡏᛈЎϯᑫǴैύΨଛӝࣽޗៜࡹՉǴу ୯ৎǴаऍڋ॥ᓀǴШࣚჴࡼ༅ծޑӕਔǵΨቚуΑຝࡌҥޑޑྎ೯ᆅၰǴуೲၗૻሀޑᆶ൞ᡏ໔ޗᆶ ᖒޑǴ༅ծࡹाԋфǴନሡගϲैΓزǴऍैӧ༅ծࡹՉᆶ൞ᡏϦӅᜢ߯ǴΨԖӭ࣬ᜢࣴٯ୯ࣁ ޑวǴي༅Ǵᑈཱུ੮ᔼǵಖܕࡋीǴᔈ၀රӛԖճڋޑӦՏѦǴ࣬ᜢᇨӢޗၗǵᅽճǵπբᕉნᆶ БӛࡘԵ(ЦߪసǴ2014)Ƕ Γᅩᒧᐒޑ໔Ξ㠀ԖֹځࢬѨǶޑ༅ΓωܕჴࡼǴൂՏόᘐᕭጓǴΓ౦εǴԋޑ୯ैᆒਢܭҗ ाޑ༅ΓѸഢܕԄǴ૽ግԋਏόᄆǶ୍ܺ၈ࢂܭ༅Γ૽ግБय़ΞࢬܕԃǴىǴཥΓόڋ ाԖᑫ፪ǵाԖЈǴӵԜπբωۓ༅πբܕ༅Γჹܕय़ჹढ़ғᕉნϷҞ࠼ЊाඪᇥඪᖱǶӢԜځҹǴЀ ௗቹޔનᎦؼ⫠ǴΨޑ༅ΓܕӦБǶޑ༅ύЈനག֚ᘋܕࢂҞΓωىન፦ϷόޑǶΓזയҺඍૈ ᡏԋਏ(ֆቺහǴ2007)Ƕޑγծאᜫדៜ วೕޑࢂᅽճࡼϷࢂցёаჴ҂ٰޑၨख़ຎޣෳڙ࣬ᜢǴ҅ޑǵȨᖒၗ่ᄬȩࣁȨൔԵཀᜫȩനε ᖒၗ่ᄬբࣁЍኖǴዴჴόܰΕǶޑπբऩؒԖӝޑڮғںჄǴ ࡰǴಔᙃᡂॠᄬय़ǴаȨै٣ȩᆶȨԋ൩ሽॶȩޑΒǵȨै٣ȩᆶȨԋ൩ሽॶȩࢂ୯ैಔᙃว ຑሽǵ҂ٰӧैޑεჹैΓޗǵૈמ٣ैޑഢڀ܌ำࡋၨଯǶᡉҢैΓڙᡂϐ࣬ᜢ߯ኧၨࣁᡉǴག ᜢᗖࡰǶޑගϲǴࢂ҂ٰ୯ैಔᙃวᢀჸޑԋ൩གӢનૈցԖᡉךว߄ǵԾޑύ ቹៜǴै٣ਏૈᄬय़ᡉҢै٣ਏૈගޑௗޔ٣ਏૈԖैܭᒍǵै٣းഢϷಔᙃਏૈჹ܍ΟǵΓન፦ǵಔᙃ ଯਏӃϷಔᙃၮբਏૈǴޑߞЈǵݓᏔးഢޑഢڀيӛЈϷҁޑ༇૽ᆒግᆶǵჹಔᙃޑΓܭᜢᗖӧޑϲ ኁቾǴаϷޑӢનޕࢂ҂܈ǵБԄޑᡂॠҞܭΓǴคፕࢂჹैאԋǴΨ൩ࢂޑቹៜനεϝฅࢂಔᙃڙύځ ቹៜำࡋനࣁܴޑ٣ਏૈैܭׯᡂǴჹޑၸำࢂցԋӦՏǵࡑၶᅽճϷ҂ٰวᜢ߯ޑࡋׯᡂڋאᏼЈծ ᡉǶᆕॊǴୢᚒӵΠ߄2-1Ǻ
лрк !!
ୢᚒំ߄ޑᎁၶ܌ڋ߄2-1 ༅ծ
ᎁၶ౾ᛖୢᚒ ୢᚒᇥܴ
ᆅ௲БԄుଏޑϷಉኪाޑၸѐ໗ғᄊѺጜ௲ػǵόӝ ϯᆅϷගϲΓ୍ܺǴՠᙯ܄ΓΓЈύǴᗨҞ໗ाא ӑຝό݈څεჹैύޗ ӦՏեပ ࠠόܰӧอਔ໔ׯᡂ୯ΓӑຝǹуȨӳᅇόծǵӳ៓όѺޗ٫ǴैΓ ӦՏǶޗޑӑຝᆶॄय़ຝǴ࣬ჹቹៜैΓ݈څޑଝȩ ໗πբਔኧߏǵӒᓀ܄ଯǴߏයೀܭଯᓸΚރᄊύǴ҂Ԗӝ ܄ࡋǴЪ໗ࠠᄊӭኬǵπբᜪࠠϷڋᅽճޑπբࡑၶϷֹ๓ޑ வैᇨӢόଯ ߙԃޗόӕǴՠᖒॲྗࠅৡ౦όεǴठ٬คݤ֎Ї܌፦ΨԖ வैൔ୯Ƕ аคЍ܌ǴόԖᏯ٣วғǴۓݩᛙރ୯ΓදၹᇡࣁҞ୯ሞ ୯ΓදၹᇡࣁैΓ ՈԠٰᎦЍ໗ǴЪ୯ٛႣᆉΨԃΠफ़Ǵ۹ౣΑޑҔયิΓ Ӹӧሽॶόଯ ȨᎦծίВǵ ҔծਔȩޑၰǶ ࡋঅ҅ਔ҂ૈڋࡋ҂ܴዴೕጄǴЪڋଏҶᅽճޑࡹ۬ჹैᙍΓ ύΓჹ҂ٰർǵᖆෳǵલЮӼӄགǴᏤאόਝϷࡽ۳Ǵ٬ܺ ۓࡹ۬ݤзའᘍό ǶٯΓԃߎׯॠջࢂैޑठ੮ᔼΠྖǶ2017ԃύ
ᅽճǴޑΓ٣ᆢҔǴѸ౼рᓬאᜫד༅ԋਏϷܕࣁᆢ ࡹЍрႣᆉᓸΚ ԋҁǴฅԋै߃යϝሡाጓӈႣᆉǶޗޑאᗨ࣪Πက୍
زၗٰྍǺҁࣴ ࡋᆶࡹڋ୯୯ै໗Չϐᅽճך ಃѤ ကۓޑࡋڋ୯ैΓᅽճךǵ ݤϷుࡋೖزБݤǴаЎϩݤǵᐕўࣴ܄ȥЎύǴ௦፦ز୯ैΓᅽճࡹϐࣴךම୯ਗ਼(2010ԃ)ӧȤ ǵۓڋጄൎǴхࡴࡹϐز୯୯ैᅽճࡹวϷՉᅽճࡹჴࡼᆶᔠǶैΓᅽճࡹϐࣴךፋЋǶ ծҶ໕ғࢲྣ៝ǵғఱೕ۔ǵϣࣁჴࡼཷݩǵैΓᅽճ୍ܺϐሡزЬाࣴځҥݤၸᆶՉैΓᅽճࡹǴ Ⴤǵឦ୍ܺ࣬ᜢᅽճ୍ܺࡼϐǶ Ǵᆕӝ่ፕӵΠǺى༮όัޕծჹैΓᅽճࡹϐᇡ۔วǴӭኧ่݀زࣴځਥᏵ )ᓬӃֹԋैΓݤϐुǶ) (Β)ैΓࡑၶፓǶ ϐঅुǶٯΟ)ុैΓᅽճచ) යᔠҶଷҶ໕ᆶЎநࢲǶۓ(Ѥ) ծᅽճǴаԖਏගϲπբਏϷ୯ैᡏᏯΚǶ۔ϖ)ပჴ୍ܺπբǵቚ) ჹԖᜢࡹߐϐࡌǺځќѦǴ ()ࡌᄬᅽճ୍ܺᆛ๎Ǻаࡌҥৎ୍ܺᏤӛϐӄБՏ୍ܺǶ Β)ӧ଼நᆢៈቫԛБय़Ǻගܹᙴᕍࠔ፦ǵׯ๓୍ܺᄊࡋǶ) Ƕް۔Ο)ӧᔮӼӄቫԛБय़Ǻᓬඁճᖼӻǵቚᙍ୍) ǵैΓ൩ᇶᏤǶڋǵଏᇶӼᎦᐒٽǴаׯ๓ԎسѤ)ӧᅽճ୍ܺቫԛБय़Ǻࡌҥೢᅽճ୍ܺᐒᄬϷΓᡏ) ࡋϐ଼ӄǶڋϖ)଼ӄ୯୍่ٛᄬǴᆢ 8.85%ᅽճ๏бКǴߥምᅽճ) ࡋϯǴߥም୷ҁǶڋϤ)ቚу࠹ᆅၰǴ٬ैΓᅽճࡼ) Γคࡕैٮᙍ୍॥ᓀǴаගޑᏼैΓ܍ΓৎឦǴᇶᏤଏҴैΓᙯǴै៝ྣܭфૈǴΏӧޑΓᅽճനЬाै ǵږࡋǴхࡴߥᓀǵཀѦᓀǵኟڋ໗ᅽճैޑ୯Ԗך୯ٛӼӄǶڰ۸၈ᏹǴᎡޑऊैΓڋπբᕉნǴޑϐኁ៝ ൩ǵޑᄪ҇ᅽճύکଛ๏ǵްǵᙴᕍǵࢭຠǵኃୢǵଏҶߎǵДଏॲǵᓬඁӸීǵނ௱շǵᓬࡑǵံշǵჴ
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ਏ݀ǶޑᅽճᒡଌډǴၲڋᆅک๏ٮ൩ᙴǵ൩Ꮲǵ൩ᎦǴаϷऩυᅽճ୍ܺࡼϣǴҗ୯ৎࡹ۬ၸ ύхࡴैځளϣǴ܌ΓैޑޗȥЎύǴᇡࣁжزࡋϐࣴڋΓᅽճैאᜫד୯ךᗬལ(2003ԃ)ӧȤ ϩࢎᄬǴаόӕैΓޑՏۓள܌όӕᢀᗺǴࡌᄬैΓޗၸ୯ৎǵѱǵ҇໔زᅽճǶ၀ࣴکΓᖒၗ ѐکࠔϯޑளჹሽ܌ளჹሽᆶցǴаϷैΓ܌ΚϟΕैΓڋ໗ᅽճፕᡄᒠǶќѦǴ൩୯ৎமैޑՏΠۓள܌ ޑՏۓኳࠠǵ୯ৎڋৱ๏ޑՏۓኳࠠǵ୯ৎڋծޑՏۓϩኳࠠǹϩձࢂѱޑՏۓள܌ࠔϯǴᒣрैΓ ୯ךǴჹޑ୯ैΓᖒၗፓ൯ךфൔᏌኳࠠǶၸࡹ۬ᎂѠаٰǴޑՏۓޗΓճက୍ኳࠠǵ҇໔ै ளНྗࡕǴै܌ಔӝǶӧ 1980 ԃжैΓᖒၗຬຫΑѳ֡୯҇ޑଛ๏Ԅᅽճڋեᖒၗམଛৱ๏ޑՏΠۓΓҗ୯ৎै วǺزՏǶ၀ࣴۓᅌᙯᖿѱ܄Տۓள܌Γ Ѧਏ݀ǴکࡋᡂॠϐύǴै໗ᅽճᅌமፓံᓭڋ໗ᅽճैޑՏۓӧѱ ࢂǴᅽճܭࡹॄᏼǴޑࡋǴԋΑࡹ۬؈ख़ڋᅽճޑࢂǴैΓᙍ୍॥ᓀߥምԃගϲǹᆶैΓᖒၗೱܭ ǶڋࣁᓯߎڋଏኟߎׯڋࡼǴ٬ैΓৱ๏ޑԖϯدࡹ ଛ๏ԄᅽճᅌᄖଏǹԶکࢂैᓬࡑܭΑैΓᖒၗᖼວΚඹжǴڙᅽճࡼБय़Ǵैޑଛ๏Ԅڋӧৱ๏ ᅽճǴڋԴᄪ҇аৱ๏ܭӛǶჹوวޑǴԶԖᚈϡϯ܄Տۓள܌όӕޑΒжᄪ҇کၗుᄪ҇ܭڋڙᄪ҇ᅽճ ᇶᏤࡼǴᇶᏤଏҴैΓΕ൩ѱޑѱϯٮΒжᄪ҇߾ගܭ൩Ꭶǵ൩ᙴᅽճǶჹޑଛ๏Ԅڋৱ๏ٮ፧ុග ߥምǶޑമଏߎکമǵ଼ߥޑᆶᖒၗೱډᖒၗǴаϷளڗᖺ Ȥ89 ԃ୯ٛൔਜȥύගঀΟӼࡹܭࡋϐȥЎύǴගϷ୯ٛڋጰֻࡿ(2003ԃ)ӧȤैΓᅽճፕᆶ ЬाᙖҗޑϐҞزӚᅿೕጄǶ၀ࣴޑǵȤ91 ԃ୯ैΓᅽճਢȥϷȤ91 ԃࡋ୯ٛൔਜȥύǴܴुैΓᅽճ ԖΟঁय़ӛǺزǶ၀ࣴ܄ӝޑࡋڋᆶैΓᅽճ܄ፕǴैΓᅽճࡹ҅܄ೕጄ ᚒǴڮᓭፕբࣁ୷ҁံޑόჹፕᆶѦᔮޑ)ӧፕБय़Ǵаമᜢ߯) Ƕ܄ӝޑࡋڋ୷ᘵፕǶനࡕǴаԜፕǴຑޑࡋڋᚒǴࡌᄬӚᅿैΓᅽճڮӆаԜ୷ҁ Ǵӆஒ଼நᆢៈϩࣁӄسஒैΓᅽճϩࣁ଼நᆢៈǵᔮӼӄᆶᅽճ୍ܺΟঁᡏزࡋБय़Ǵ၀ࣴڋΒ)ӧ) ࡋǶڋᅿٿࡋǹԶᅽճ୍ܺԖଏҴैΓ൩ᇶᏤᆶैԎػ୍ܺڋᅿٿ଼҇நߥᓀᆶैΓߥࡌ୍ܺ Չࡹǵࡹᆶޑ୯ैΓᅽճךፕǴଞჹ่ޑΟঁቫय़Ƕᆕӝ܄ࡋϣ఼ᆶӝڋΟ)ϩձࡹ፦ǵ) ࡌǶޑ܄ࡋගрচ߾ڋձঁ ᘉکᅽճࡌᄬޗှᄬǵࡹݯ҇ЬϯǵᔮวǵޑวǴᒿ࠶ࡹᡏޑࡋ߈Μԃٰڋ୯ै໗ᅽճךᢀჸ ȩǵैڋȩׯȨᓯߎڋࡋȨৱ๏ڋǵӧଏኟڗ܈ӵǺैΓᓬࡑմ෧ٯࡷᏯǴکࡋय़ᖏऩυঅ҅ڋǴै໗ᅽճ మـǴङࡕࠅ҂ुڋޑࡋڋکঅ҅ޑࡋڋΓԃߎׯॠ…ǶԶ೭٤ैޑǵैΓуΕ଼ߥǵ2018ԃύڗΓխิ ǶۓࡋวБӛኳጋЪའᘍόڋፕᡄᒠǴ٬ளޑཱ کᡂϯǴคፕࢂ୯ٛࡹǵծΚ่ᄬ܌όӕԶԖޑङඳޜᡂᎂǴैΓᅽճΨࢂᒿਔޑࡋڋᅽճޗܭ࣬ჹ ҭ࣬ᔈԋߏǶவ୯҇ࡹ۬ӧεഌӦيࡋҁڋׯᡂǴै໗ᅽճޑǴᒿғࢲሡޑǴ٠ߚࢂԋόᡂΓሡै ᅽޑόӕǴฅԶӚਔය܌ࡋԖڋᅽճޑਔයঁԿҞኞᎂٰѠࡕǴޔ୯ӅϣᏯਔයǴޑᏯയճࡕלډਔයǴ բǴޑೕጄǴុԖմ෧ޑΓᅽճैुڋ୯ύѧࡹ۬ӧךǶϞයࡑᆶჴ፦ሡޑࡋǴ٠ߚ಄ӝӄᡏैΓڋճ ݩǶޑளิΌਢǴ߄ܴैΓᅽճόᘐᕭ܌Ϧ௲Γሡᛦય୯҇ैा׳߈ය ကۓޑࡋڋ୯ଏᇶךΒǵ фૈǵଏޑಔᙃՉࣁϐǴᙖҗᙯᇶᏤޑᏯΚǵዴߥγڰࡌҥǴ୷ҁջࢂமޑࡋڋ୯ଏҴैΓᅽճך ᅽճޑȨߥ଼ӢનȩǴ٬ैΓӧԖޑǴԶคࡕ៝ϐኁאख़ຎǴаբࣁዴߥैΓӧᔼܺޑ࣬ᜢک៝ྣޑғࢲא ԃ 1952 ܭӧǶԶࡹ۬ࣁ٬୯ैཥഋжᖴǴ҉ߥᆒ֧ᏯΚǴ܌ᙍೢځДǴֹԋྃޑᆒ֧ځଅޑࡋΠǴёаค৷ڋ ծǴ۔א୯ैଏନޑǴъғԈଭǴфӧ୯ৎאᏯǵདྷፏלࡋǴӃᕴጯϦࣁ٬ୖᆶܿ۴ǵчҵǵڋאࡌҥଏҴନ ԃ 11 Д 1 ВԋҥȨՉࡹଣ୯ैଏନ 1954 ܭǴᝩុࣁ୯ৎଅǴޗ๓ྣ៝ΠǴΕִޑᚆᔼࡕǴӧࡹ۬ܭૈ ȩǴہծ൩ᇶᏤ۔א ȩϦѲǴӄЎΟΜѤచǴٯծᇶᏤచ۔אǶ1964ԃǴȨ୯ैଏନەծ൩ᇶᏤϷӼ٣۔אᝢೕჄᒤଏନ ۓǴ߾ղۓࣚޑծ۔אЬᆅᐒᜢ߾ࣁଏᇶǶԜѦǴଏନځᔈ٦ϐǴځծϐᇶᏤӼϷ۔אೕጄΑ୯ैଏନ лрм !!
ࣁȨՉࡹۓԃ 12 Д 23 ВǴஒӜᆀ 1965ܭǶࡹ۬ޣאǵγծ٩ݤଏନ۔ϐγאӧᔼܺאᜫדک۔ࣁ٩ݤଏҴϐै ୍ܺޑٮග܌ȩȐаΠᙁᆀȨଏᇶȩȑ҅ԄஒȨ൩ȩΒԛѐନǴӢࣁԜࡕଏᇶہծᇶᏤ۔אଣ୯ैଏନ Ȩ൩ȩǴᖐΥ൩ᙴǵ൩Ꭶǵ൩Ꮲ֡ςх֖ӧϣǶܭςόӆज़ ǴаԖȨᄪ៉ۓࣚޑǴӧ୍ܺჹຝֹޑسᡏکமϯޑфૈځܭծᅽճǴҗ۔אଏନޑՉ܌җଏᇶ ΜԃאǴѸࣁܺۓೕޑࡼՉಒ߾ȩಃΒచٯծᇶᏤచ۔ጄൎǶӢԜǴࡪҞȨ୯ैଏନޑᇶᏤځ୯҇ȩբࣁ วᐕำǴሡ่ӝ୯ৎैޑࡋڋǶࣴঁଏҴैΓᅽճ୍ܺޑଏᇶڙϩǴа٦يளᄪ҇ڗаǴБૈ ޑᙯୢᚒǴନёаќӧᔼޑǶӢԜǴࣁΑှ،ଏҴैΓሡޑೕჄǴаϷϸᔈै໗ཥഋжᖴǴΓΚ౧ೀ؎ඤޑ ଏҶӼѦǴٮଏᇶёගޑύϧ౧ଏǶନΑӚӦैܭϐѦǴΨԖճאӄЈӧᔼܺૈ׳ғఱԖߥምǴډΓགै ӭ୍ܺᆅၰϷ୍ܺࠔ፦Ƕ׳ٮ୍ǴࣁଏҴΓගޑᒤ࣬ᜢ܍ࡕഢࡰච੮Ӻ୍ࣽΨԖޑӚᑜѱ ሡޑΟǵैΓයఈ ȩǵȨ൧ख़ሡȩǵȨᘜឦሡȩǵȨӼӄሡȩǺϩձࢂȨғሡቫԛፕǴΓᜪԖȨϖεሡਥᏵଭථࢶሡ ǴଁԖόǴऩҽπբёаᏱԖ೭٤ሡȩǴᒧவ٣ैᙍԾฅΨࢂ׆ఈёаᕇள೭٤ሡჴሡךȨԾکȩ рᇥܴǺၰǻаΠჹॊሡޑᒧ Ǻ)ғሡ) ǹӧπբ߾ࢂىѳதࢂаՊ१ՐՉٰᅈ೭٤ሡ܄ǴӵବᎧǵαǵጨᡏǵӚሡޑғ܈ᡏيࡰ ϐǶىᅈ୍ܺ܈ၸᕇள୷ҁᖒၗٰᖼວࠔ ǺΒ)Ӽӄሡ) ǶӧѳதǴΓॺݤၧᗉӚϺؠΓᅾǴۓӼޑӼӄϷЈޑǴхࡴғሡޑ্ڙࡰߥምঁΓό ᔐǹӧπբǴ߾ࢂ׆ఈπװޑдໂǴӵǺߓԠΓ҇ᇻᚆৎ༜Ǵаᗉ໒ऍ୯ёૈوӵǺΖΖ॥ؠǴѸाਔᇻ բނᕉნόόӼӄǴӵǺᒳ៓πቷྕࡋၸଯǵϯᏢπቷޜԡࢉǵႝηπቷख़ߎឦࢥ্ǴаϷόค ࡺຊ܈πቷᎂ౽ॹഈᏤठѨǶ ǺΟ)ᘜឦሡ) ང܈ፉ϶ޑᒃǵܻ϶ϐ໔ޑᇡӕǴӵǺৎԋ۶Ԝ໔ޑΓሡाдΓঁȩǴࡰሡޗΞёаᆀࣁȨ ǴаϷޗǵიᡏǵࡺໂǵ୯ޑᘜឦགǶΓӢԜӧѳத่Ҭܻ϶ǵޗ่លǵ߇ໂᒃǹԶӧπբ߾ ᇡӕǶޑߚ҅ԄიᡏǵಔᙃǹԜѦǴᗋхࡴჹঁಔᙃ܈ௗયǴࣗԿӅӕಔԋ҅Ԅ܌׆ఈૈӕᏆ ǺѤ)൧ख़ሡ) ൧ख़ǵՉࣁԾЬǶΓӧπբѦёᙖךԾޑΓ൧ख़ǴаϷٰԾϣӧڙϩӦՏǵي൧ख़ǴӵޑхࡴٰԾѦࣚ дځ܈ǹӧπբ߾аπբᕮਏ൧ख़ሡځىǵඵૈᅈૈמΓဂǵᎦрണрҶ໕༐ӳǵᏱԖޗշ୍ܺ Ƕ൧ख़ሡځىЋࢤٰᕇளљ፞ǴԶᕇளၨଯᙍՏᖒၿٰᅈ Ǻჴሡךϖ)Ծ) ǵᕉၯШࣚǵޕཥڗ٣ǴӵޑǶӧѳதΓѐдགྷሡޑჴགྷ܈ࡰᏢಞϷวචঁΓߏೀǵወૈ ԋ൩གǶޑԋߏǵπբҞၲԋޑךஆғηǹԶӧπբ߾ࢂԾ่ ծϐቹៜǴ٠Ᏽ۔ᜫγד༅ܕჹቫભᘜયǴаඓඝόӕቫભሡΨаଭථࢶϐሡޑ༅ύЈܕ୯ैΓω ϐጓኗ࠹ख़ᗺǴӵ߄2-2
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ቫભϩᜪϐ࠹ख़ᗺំ߄༅аଭථࢶሡܕ߄2-2୯ैΓω ༅ԛՅ࠹ख़ᗺܕቫ ୯ैӚሡ Дќ๏ϒᓬࠆ႟ҔߎǶ૽ය໔٦ԖϦǴӕਔڙ.1 ୷ᘵǶޑঁؼӳۓғ 2.ё༟ம଼ϐᡏᎷǴჹ҂ٰπբวǴ൚ ၲλநৎϐྗǴӕਔё٦ԖНႝډཥᗲΓၨࣁᓬǴૈޗύࡑၶၨै.3 ሡ ෧ሽǵ่ஆǵғػံշǵηζᏢᚇံշǴёคࡕ៝ϐኁǶ 1.ࡕԭϩϐԭ൩ǴคѨϐဤǶ Ӽӄ ᝡݾΚЪԖπբߥምǶڀளैǵ҇ᚈߏǴڗё.2 ሡ ࡋǶڋ٦Ԗֹ๓ଏҴ.3 ࡂᓬඁສීᅽ܊ᙍ୍ްᆶٮǵծёԾᒧैᅿǴፓΕᝤӦ୍ܺǵග۔γאᜫד.1 ޗ ճࡼǶ ሡ ԡࢉǴᎦԋόؼϐಞǶޗڙ٣௲ػᝄᙣǴғࢲೕࡓǴόܰै.2 1.იᡏғࢲǴமፓᙍ୍ǵ໘ભܺவǴёаᎦ࣬ϕ൧ख़ǵᏢಞϐಞᄍǶ ຫϐ߄Ǵёᕇளкϩวචᆶ൧ख़ǴܰᐟวঁΓወૈǶڑ൧ख़ 2.ი໗ύঁΓ ᙍǴҭёϦᎩঅᝩ܈Ǵё٩ߏࢴᙍ٠٩ᏵঁΓཀᜫරࡰචᙍسؼӳᆅᡏ.3 ሡ Ƕ܌زࣴ܈᠐εᏢװុ ߏȄ۔Ǵ٠ё٩ঁΓཀᜫᆶπբ߄ਕϲԿγ۔γծᒦᒧ૽ёਕϲγאᜫד.1 ࡋǴёҗஐભਕϲԿஒભǶڋғఱೕჄϷు௲ػޑ߾Ԗֹ۔ै ჴךԾ ഢϐᡍᆶωૈǴԖճଏҴࡕᙯӛҾࣚวǶڀ܌ύёᎦύଯ໘ሦᏤΓै.2 ሡ ȨϦᎩঅȩᆶঅΓံշࡼǴวঁΓགྷֹԋ٣ϐଯঢ়Ǵ٠ಞளܫ໒.3 ಃΒߏǶ (ၗٰྍǺࣿᐪ(2013 ᄬࢂځǴԶЪޑ፦ࢂ܄ޑǴᐒޑᄊࢂុόᘐރᐒޑቫԛፕύձගрΓᜪሡޑଭථࢶӧд ᐒࢂόёૈֹޑᢀᗺٰ࣮ǴΓޑǴՠவߏᇻىᐒΨᕇளᅈޑਔ໔ϣঁΓޑᇥǴӧอኩٰ׳Ƕޑፄᚇ ௗౢғǶΑ߾ΞԖќᅿཥሡىᅈሡޑǴཥሡޑϐࡕౢғཥࢌᅿሡىǴঁΓᅈޑىӄᕇளᅈ բݤޑϦѳ׳εૈޗᆶࡋǴࣁڋ୯ैᅿᅿᅽճךॺёаᕕှǴϞࡹ۬մ෧ךቫԛፕሡޑҗଭථࢶ ǴሡޑཥځाόᅈࡕǴമπॺёૈӆޑϦ௲ΓᅽճैܭΑമπॺჹىჴԖࡑᄮǴӢࣁϞϺᅈځ ǴैΓπբ٠คΠǴନΑҶޑࢂόϦѳقΓԶैܭբݤჹޑୢᚒǴԶ೭ኬޑӵԜΠٰࡹ۬Ѹाݤှ،ཥ ε٠ό࣬ӕǴπਔΨόޗπբᆶޑΓैۓॺёаዴךа܌Ǵڮਔ໔֡ࢂӧᔼᒿਔࡑޑᎩځଷਔ໔ѦǴ ቹៜӧ҂ٰᄌᄌੌрٰǶޑ୯ैܭᅽճΨࢂӢࣁбрၨӭǴऩࢂѝࢂࢁմ෧ǴჹޑаᏱԖၨଯ܌࣬Ǵ ሡޑεؒԖձǴΨԖғӸޗǴैΓӧಥΠैܺϐࡕᆶሡޑεԖғӸޗќѦǴନΑ ቫԛࢂଯၸ߃ޑՅϐǴѬفޑᄽλநϷျ໘ࢤϣתࡕ࣯ǴҁΓᇡࣁᅽճࢂځࡋ߾ࣁڋᅽճޑǴࡺ୯ৎ๏ϒ ܌γծ۔ޑύאࡹ۬ࣁΑኃമܺޑǴ೭٤ࢂਔ܄ѸाځཀကǴΨԖޑࡌҥࢂԖਔжङඳޑભ໘ࢤǶैΓᅽճ Ǵޑ׳ፓǴࢂ٩ᏵैΓᖒၗѐޑࡋڋׯᡂǴฅԶ೭٤ᅽճ܌ፓԶԖޑᡂᎂаϷᖒၗޑೕጄǴՠᒿਔжޑҥ ҙޑሡϐচࡺǴᆶ໘ࢤҥݤଣ߾ӢᔈΓ҇܌ৎځᖒၗςёаॄޑଏҶߎᓬඁӸීǴࢂӢࣁैΓڗӵǺٯ ǻګΓࢂցϦѳैܭࡋჴࡼࡕჹڋೕჄόёӕВԶᇟǴཥޑນǴԶрմ෧ैΓᅽճ πբᐟᓰୢᚒࢂܭǴՠࢂஒයఈፕၮҔޑୌྕගȐLewintȑрٰکයఈፕനԐࢂҗԎᅟୗȐTolemanȑ යఈፕǶѷࢶޑπբᐟᓰޑȠπբᆶᐟᓰȡਜύගрΑдځӧۅǶ1964 ԃѷࢶޑۈVictor Vroom)໒)ۅவѷࢶ ،ཀᜫǴޑᡏٰᇥǴঁΓࢂցԖոΚπբڀǶ่݀ޑीᆉ܄ࢌᅿՉࣁǴΏࢂᅿڗаགྷा௦܌ᇡࣁǴΓϐۅ ଯࡋ࣮ख़ǴԜջࢂ܌ᕮਏǹπբᕮਏࢂցૈٰൔၿǹаϷ၀ൔၿࢂցࣁԜΓޑڙǺոΚࢂցૈٰёаௗܭۓ යఈፕǶӵკ 2-4 ܌ҢǶ
лро !!
ঁᡏո πբ! ൔၿ! !аၲԋ! ёٰ Κπբ! ᕮਏ! ่݀!
ය π ఈ ڀ ሽ ܄! ॶ!
!܄ڀයఈሽॶ! π
(Ǵ1964ۅკ 2-4 යఈፕკ( ၗٰྍǺπբᆶᐟᓰǴѷࢶ
Ǵޑࡌҥଆٰۺයఈሽॶ(Valence)೭Οঁཷک(Instruments)܄ڀයఈፕኳࠠࢂൎᙅයఈ(Expectancy)ǵπ ှញǶޑۺӢԜΨᆀࣁ VIE ፕǶаΠࢂ೭Οঁཷ ǵයఈሽॶ(Valence) ᇥǴයఈሽޣ܈ሽॶǴޑΓሡाঁىᅈܭࢂࡰঁΓჹࢌᅿ่݀ਏҔሽॶளղᘐǴࢂࡰࢌᅿҞǵࢌᅿ่݀ჹ 1Ƕ+ډ֎ЇΚǴԜሽॶёаவ-1ޑॶࢂࢌᅿ่݀ჹঁΓ ڀǴόقǹ0߾ж߄၀่݀ჹঁΓԶ״ǴӵǺ෧Ͽᅽճǵմନዛߎǵᔠ่݀ޑډ-1ཀࡰঁΓߚதόགྷள ᇥԖǴΓᇡࣁ၀Ҟǵ၀่݀ჹԾρٰٯǶᖐ่݀ޑډҺՖሽॶǴӕਔΨؒԖॄय़ཀကǹԶ+1 ཀࡰঁΓߚதགྷள όճǴ߾ሽॶࣁॄॶǹԖΓᇡࣁჹԾρคཀကǴሽॶ൩ࣁ႟ǹԖΓᇡࣁჹԾρࡐख़ाǴӢԜਏ݀ࣁ҅ॶǶѝԖ ޑॶຫଯǴჹΓ҅ޑࣁၲԋ၀Ҟǵ၀่݀ԶոΚǶයఈሽॶځբҔǴ٬ޑයఈሽॶࣁ҅ॶਔǴωჹΓଆᐟᓰ ᐟᓰբҔΨ൩ຫεǶ (Instruments)܄ڀΒǵπ πբᕮਏǴќঁޑᒏ܌ቫԛǴಃঁࢂঁٿԖ่݀ޑႣය܌ќঁӢનǶঁΓޑࢂᆶයఈሽॶԖᜢ܄ڀπ ൔၿ่݀Ѹޑӳډനಖ่݀ǴԶπբᕮਏ߾ࢂࣁΑளޑډ߾ࢂൔၿ่݀Ƕൔၿ่݀ࢂঁΓӧࢌՉύ׆ఈၲ ӵǺπբᕮਏӳ߾ёаᕇளਕϲǵፓᙍȐ۳ଯٯЋࢤǴ܈ڀπޑൔၿډന߃่݀ǶӢԜǴᕮਏᇡࣁࢂၲޑԋֹ Ƕ܄ڀπޑᒏ܌ᜢ߯൩ࢂޑаπբᕮਏᆶൔၿ่݀ϐ໔܌љൂՏȑǵфዛǴ ǵġ යఈ(Expectancy) ኧॶࢂځЬᢀीǶѬࢂᅿЬᢀᐒǴޑελǴջᐒޑ܄ࢌᅿ่݀ёૈډࢂࡰঁΓჹԾρၸոΚၲ ۓ೭Չۓᐒࣁ 1 ߾ޭޑǴЬᢀ่݀ډࢌᅿՉஒόளۓᐒࣁ 0 ࢂࡰঁΓ๊ჹޭޑӧ 0ɴ1 ϐ໔ǶЬᢀ ᐟᓰНྗΨຫଯǶޑϐ໔Ƕᐒຫௗ߈ 1Ǵ߾ჹΓޣٿܭᐒНྗ߾ϟޑдځǴԶ่݀ډள ǶϦԄӵΠǺ่݀ޑ࣬४ޣයఈΟک܄ڀᐟᓰ Mȑջࢂයఈሽॶǵπ܈ᇡࣁᐒȐۅᆕӝॊፕǴѷࢶ M=V×I×E Ӛܭ༅ჹຝǴჹܕγծϷ҂ٰ۔אБӛਔǴᔈ၀ाԵໆѐӄᡏޑࡋڋӢԜ୯ैӧঅुϷೕჄ҂ٰᅽճ යࡑਔǴπբଆٰၨૈᅰЈᅰΚǴΨၨόԖࡕ៝ϐኁǴ܌ࡋԖڋᅽճޑ୯ैܭΓჹאයఈǶޑࡋڋᅽճ ՉӈǴഖैΓ೭ՉᆶεКၨଆޑཀᜫΕ୯ैޑਔǴΨԖၨଯޗΓωӧவᏢਠΕޑذԶᓬ лрп !!
ޑ༅ܕᅽճᇨӢࢂቚу୯ৎӧമѱޑၨଯٮ٣ݤзೕጄǴӢԜǴගैޑᝄډڙπբǴЪޑधٌܭϝࢂឦٰ ዾǴ୯ৎᔈ๏ޗ॥ᓀၨ҇ࣁεǴӢԜࣁΑႴᆸैΓߥፁޑࢂӧᏯݾύǴैΓय़ჹԝΫޑख़ा׳ԖճచҹǶ ᓬඁǶޑৎၨଯځ܈ϒैΓ
ीزಃΟക ࣴ ǵ۔ೖፋჹຝаύਠ໘ભаሦᏤᙍߏځ2018ԃ10ДଆՉ߃ԛೖፋǴ2019ԃ3Կ5ДՉ҅ԄೖፋǴܭزҁࣴ Ϸჴ୍ᡍуаՉϩǴයૈᕕှٗ٤ـծǴаቶݱᇆӚࣚΓϐཀ۔༅ΓϷΕҴѤԃϣϐ୯ैγܕ ጄൎᆶزБݤǵࣴزϐࣴزᅽճࡹΞࢂব٤ǻஒҁࣴޑவैΓԋߏࣁ҅࣬ᜢǵ२ाሡאᜫדکᅽճ่ᄬ ࢬำǴᇥܴӵΠǺزჹຝϷࣴزࣴ Бݤزಃ ࣴ БݤࣁȨుࡋೖፋݤ(idepth interview)ȩǴز௦ҔϐࣴزǴҁࣴޑҞزᚒԑᆶࣴزࣴޑࣁଛӝҁፕЎ ӦޑόགᓸΚޣೖڙኬख़ᗺࣁኬҁࡐϿǴՉుࡋೖፋਔǴᔈᏃໆᒧૈ٬ܜޑزࣴ܄Patton(1990)ᇡࣁ፦ ޗှǴӭޑཀကکБԄǴջமፓၸำޑкϩϕޣೖڙکޣزࢂமፓࣴ܄ޑزࣴ܄ᗺࣁৎǴЪ፦ ਔǴЬᢀᡍԋΑύ܄࠼ᢀޑӧፕϷຝزࣴ܄ᡍǶ፦کڙࢂঁΓғࢲགځຝόࢂёаᙯඤԋኧӷǴЀ ှᕇठ(ЦӚǴ2001)ǶکӢનǴЬᢀᡍѸҗ၍ញޑঁख़ा ځкϩว߄ૈޣೖڙୢᚒǴҗޑᜢϪ܌ޣزၗᇆБԄǴҗय़ჹय़ҬፋǴ൩ࣴޑـుࡋೖፋࢂᅿத Ǵᙖҗ໒ـҺՖཀޑЬᚒزፕࣴ܌ܭჹځԾҗว߄ޣೖڙᔈႴᓰޣزᆶ࣮ݤǶၮҔుࡋೖፋݤਔǴࣴـཀךԾ ᜢ߯ǴӕޑߞһǵᄊࡋǵሽॶᢀᆶՉࣁزขᗺࢂϙሶǴૈޑᜢЈޣೖڙёаᕕှޣزୢᆶӣเǴࣴޑԄܫ ख़ाቹៜӢનࢂϙሶ(Bliss and Martin,1989;Elmendorf and Luloff,2001)ǶޑङࡕځၰӚঁӢનǴޕਔ ೖፋჹຝزಃΒ ࣴ ծǴऊঁ3-5Ӝࣁж߄Ǵቶ۔༅ΓϷΕҴѤԃϣϐ୯ैγܕǵ۔ೖፋჹຝаύਠ໘ભаሦᏤᙍߏزҁࣴ Ϸჴ୍ᡍуаՉϩǶԖᜢుࡋೖፋϐՉБԄᆶೖፋϣၗǴፎୖ᎙ҁፕЎߕـݱᇆӚࣚΓϐཀ ᒵ(ೖፋᚒᆜϷೖፋइᒵ)Ƕ ಃΟ ೖፋी ܕഋɄɄϿਠϷчӦ۔ኗᔕǴࢌᖄծਓΓ٣߃ޣೖፋεᆜٰՉǴᚒᆜ߯җޑаъ่ᄬԄزҁࣴ Ԗ่ᄬమධǵྗϯϐᚒҞǴՠߥ੮ԖၨڀঅुֹԋǴ۔ߏࡰᏤࡕǴӆҗഌैࢌैიΓՉೀୖᒉ۔༅ಔɄɄγ ำׇᆶҔຒΨޑೖፋਔڋӧՉೖፋਔǴၨܰޣزǴЪࣴـགྷݤᆶཀޑుΕ׳ӭǵ׳߄ၲޣೖڙ໔วචᡣޜε ޑԖၨமڀགྷݤᆶࡌǴӢԜӧೖፋਔޑୢᚒزჹࣴޣೖڙ໔Ƕъ่ᄬԄೖፋёкϩޜԾҗวචޑԖၨεڀ ೖፋୢᚒǴӆᆶࡰᏤ௲ፕǴޑޑҞزӃঁձࡘԵёၲԋࣴޣزೖፋၗǶࣴޑ܄ၨԖሽॶډǴёаᇆ܄ᏹբ ፉǴ2003)ǶےԾҗ߄ၲ࣮ݤ(ޣೖڙୢѡᡣޑ܄ܫୢᚒࢎᄬǴ٠ၮҔ໒ޑᆜाϣۓаዴ ࣴ܄ࢂ፦҅ޕЬᢀᇡޑޣೖڙϐۓύز༅ԋਏϐำࡋǴԶࣴܕȩאᜫדӧᅽճࡹቹៜȨޑҞزҁࣴ ൨פ༅ࡹϐགྷݤǴவύܕࡋᆶڋᅽճܭдॺჹޕࡋفቫय़Ǵၸుࡋೖፋа໗Ӛ໘ቫவόӕޑᜢݙ܌္ز ೖኬҁྗӵΠǺڙۓຝᒧز༅ϐ֚ნǶҁࣴܕϐӢનǴаှ،Չى༅ࡹόܕ ୷ҁၗӵޣೖڙ3ՏΓՉೖፋǶۓǵᔼߏϷࡹᏯೀߏǴӅᒧ۔Ǻೖፋჹຝх֖ஒભै۔)ਠભаै) ጓဦࣁA1-A3Ƕޣೖڙ߄3-1Ǵ ߄3-1 ుࡋೖፋჹ୷ҁၗ()
ϩङඳي ձ ਔ໔ Ӧᗺ܄ ጓဦ
ߎߐᑜ ೀߏ 2019.03 ت A1 ۔Ѡчѱ ஒભߏ 2019.03 ت A2 ߎߐᑜ ᔼߏ 2019.04 ت A3 ೖڙҁၗӵ߄3-2ޣೖڙ3ՏΓՉೖፋǶۓ༅ǴӅᒧܕ༅ಔߏϷጕܕ༅ΓǺೖፋჹຝх֖ܕ (Β) ޣጓဦࣁB1-B3Ƕ
лрр !!
߄3-2 ుࡋೖፋჹ୷ҁၗ(Β)
ϩङඳي ձ ਔ໔ Ӧᗺ܄ ጓဦ
B1 ζ 2019.04 ཥчѱ ಔߏ ਲ༜ѱ ୋಔߏ 2019.04 ت B2 B3 ζ 2019.03 ਲ༜ѱ ܕ༅ ڙ10ՉೖፋǶۓௗ߈Ѥԃ಄ӝۛଏၗΓǴӅᒧאΟ) ΕҴ҂ᅈѤԃΓǺೖፋჹຝх֖ཥΓϷܺ) ೖޣ୷ҁၗӵ߄3-3ೖޣጓဦࣁC1-C10 ߄3-3 ుࡋೖፋჹ୷ҁၗ(Ο)
ϩङඳي ձ ਔ໔ Ӧᗺ܄ ጓဦ
C1 ζ 2019.03 ߎߐᑜ Πγ ߎߐᑜ ծ 2019.03 ت C2 ਲ༜ѱ Βծ 2019.05 ت C3 ਲ༜ѱ Βծ 2019.05 ت C4 C5 ζ 2019.05 ਲ༜ѱ Βծ ਲ༜ѱ Βծ 2019.05 ت C6 ਲ༜ѱ ծ 2019.05 ت C7 ਲ༜ѱ Βծ 2019.05 ت C8 C9 ζ 2019.05 ਲ༜ѱ ծ ਲ༜ѱ ծ 2019.05 ت C10
ᆶፕ่݀زಃѤക ࣴ ᆶ่݀زБݤՉࣴزॊϐࣴ܌ׯᡂჹഌै໗ΓΚගϲቹៜϐӢનǴҁക٩Ᏽകޑ༅ࡹܕࣁϩ ༅ܕჹޣೖڙፕǴයఈวୢᚒϷගрࡌǴૈჹഌै໗ΓΚගϲԖᆟᖓଅǶҁകӅϩࣁΟǺಃࣁ ӢનϩǶޑ༅ࡹׯᡂϐϩǹಃΟࣁഌै໗ΓΚගϲܕࡹБय़ϐϩǹಃΒࣁ ༅ࡹБय़ϐϩܕჹޣೖڙ ಃ ࡋύᅽճڋ༅ܕܭϐࡕǴᆕჹޣೖڙࡋΨόᅰ࣬ӕǴӧೖፋֹӚ໘ቫفࡋӚ࣮ࣚݤόǴှ᠐ڋ༅ܕ୯ٛ ࡑၶǵଏኟೕჄቫय़ϐ࣮ݤǶ ۔γޑǴՠཀѦวၗభޑޕᅽճཇӭǴฅ೭ࢂёགྷԶޑၸڙ٦ޣೖڙޑύวǴຫၗుޣೖڙவ16Տ πբǴՠאᜫדᖒၗԶᒧکයఈޑϩǴΨӭࢂӢࣁдΓޑ൩ᙴ෧խکࡋѝଶ੮ӧࡑၶڋ༅ܕޑծჹՉ යࡑǴεӭࢂ܌ࡋࢂԖڋ༅ܕǹќѦჹҞאᜫדࡋԶᒧڋ༅ܕޑΕҴᗋࢂӢࣁᇡӕҞޣೖڙޑεϩ ߥምԖکߏۯޑԃज़אᏼኁǵၗᇾγծჹܺ܌Ԗ܄ۓόዴޑࡋڋჹଏኟ۔ǵγ۔ैޑǴၗు܄ۓόዴޑଏҶೕჄ ޑׯ๓Ǵёа෧ϿΓωࢬѨǴჹഌै໗ΓΚගϲࢂԖ҅य़܌ଏҶೕჄԖکԃज़ޑࡋڋ༅ܕයࡑǴӵ݀ёаӧ܌ ԋਏǶ ಃΒ ᆅࡹׯᡂϐϩ ܭϐࡕǴᆕჹޣೖڙයࡑωࢂჹੱΠᛰǴӧೖፋֹӚ໘ቫޑΓאᡂǴՠ҅಄ӝܺ܌༅ࡹਔਔԖܕ ගϲৎߥምቫय़ϐ࣮ݤǶ܈ࡋύᆅࡹঅ҅ǵҾϯᔼڋ༅ܕ ࡋٰᆅ໗ǴفޑӣเύёаᘜયวǴ໗ᆅࢂයࡑ٬ҔҾϯᆅǴӵ݀ҔᔼҾޑޣೖڙவ16Տ ᖿӛ׳ࡋϐΠǴڋԵਡޑൻᕉǵ੮ᓬ؎Ӎ܄Ǵؼу׳ᐒǴᡣ໗ޑᕮਏڗݾکᝡݾޑӭ׳࣬ߞԖΑך ڋ༅ܕǴޣᔅշǶӆ܌ӦՏΨࢂԖޗޑߐᘖǵჹගଯैΓޑኳԄǴӵԜёаගଯԋࣁैΓޑ500εҾ܈Ϧ୍ ᔅշǴӵ݀ගϲу܌ΨࢂԖޑ༅ԋਏπբܕཀᜫǴჹޑΓុܺאᜫדׯᡂӧӧቹៜεӭኧޑࡋϷᅽճࡼ ǶޑΓଏҴࢂ࣬ჹ෧Ͽޑഌै໗ܭׯᡂǴჹޑ༅ࡹܕႣЍբࣁޑᖼࡂᓐයී܈
лрс !!
ಃΟ ഌै໗ΓΚගϲϐϩ ԋਏǴޑᒧǴΑ୴ׯॠՠؒԖᡉޑБݤωࢂനԖਏޑௗЪԖਏޔӢનࡐӭǴՠࢂനޑ໗ΓΚගϲ ࡌǶޑഌै໗ΓΚගϲࢂցԖന٫ܭჹޣೖڙѝࢂੁϦۨጝΑǼ೭߯ӧೖፋֹӚ໘ቫ Γޑύא༅ǴܺܕՏैᙍΓᡂԋޑύאܺעӢનࢂޑᆕೖፋᘜયวǴჹഌै໗ΓΚගϲനε ᒃΓǴӧ෧ϿΓࢬѨޑᎁڬᜫཀϩ٦๏׳Γ൩אǴฅޑ༅ࡹࢂ಄ӝයࡑܕុ୍ܺǴ߄ҢޑӼЈ׳ ᔅշǶޑࢂԖ҅ӛۓΓΚගϲޭޑྍǴჹഌै໗ٰޑ༅ܕݩϐΠǴΞёаቚуރޑ
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(Β)යт Ƕہ୯ٛ(2013)Ƕύ҇୯ 102 ԃ୯ٛൔਜǶᆵчǺ୯ٛǶȠ୯ٛൔਜȡጓᝪ Ƕہ୯ٛ(2015)Ƕύ҇୯ 104 ԃ୯ٛൔਜǶᆵчǺ୯ٛǶȠ୯ٛൔਜȡጓᝪ Ƕہ୯ٛ(2017)Ƕύ҇୯ 106 ԃ୯ٛൔਜǶᆵчǺ୯ٛǶȠ୯ٛൔਜȡጓᝪ ༅ࡹᆶբࣁᔠຎȥǴȠ୯ٛᚇᇞȡǴ।117-132Ƕܕڋ୯༅ծךబᅇ(2013)ǶȤ ࣽᏢൔȡǴ17යǴ।23-42।ǶޗࡋϐȥǴȠڋጰֻࡿ(2003)ǶȤैΓᅽճፕᆶ ȥǴٯγծࣁאᜫדቹៜ-аޑڋߑ҇ǵ፵㗟ǵഋচျǵߪᅼ(2011)ǶȤᔮᕉნᡂᆶΓΚࡹჹ༅ծ ȠߎፕЎᘀтȡǴ14යǴ।32-57।Ƕ тȡǴ104යǴ।360ɡ380ǶۑวޗϐࡹࡘȥǴȠڋׯᓯߎڋᗬལ(2003)ǶȤैϦ௲Γଏኟߎৱ๏ (Ο)റᅺγፕЎ റγፕЎǶ܌زȡǶᆵчѱǺ୯ٛεᏢࡹݯբᏯᏢଣࡹݯࣴز୯༅ծࡹՉϐࣴך൏(2017)ǶȠד റγፕЎǶ܌زᅽճࣴޗȡǶကᑜǺ୯ҥύ҅εᏢزࡋϐࣴڋΓᅽճैאᜫד୯ךᗬལ(2003)ǶȠ ϐᅺγހ҂р܌ز୯ӄय़༅ծࡹȡǶᆵчѱǺ୯ٛεᏢࡹݯբᏯᏢଣࡹݯࣴךЦߪస(2014)ǶȠவࡹՉᎍፕ ፕЎǶ ҂р܌زȡǶကᑜǺ୯ҥύ҅εᏢᏯౣᄤ୯ሞ٣୍ࣴزჴࡼჹࡕഢᏯΚቹៜϐࣴڋԙ༝(2013) ǶȠ༅ծ ހϐᅺγፕЎǶ ՉࣁޗȡǶᆵчѱǺࡹݯբᏯᏢਠै٣زᒍǵπբΕ࣬ᜢӢનϐࣴ܍ᙍै۔ैאᜫדԈᒴᒶ(2003)ǶȠቹៜ ϐᅺγፕЎǶހ҂р܌زࣽᏢࣴ ϐᅺγހ҂рسεᏢҾᆅמȡǶᆵύѱǺරࣽزΓ੮ҺཀᜫቹៜӢનϐࣴאᜫדֺỚ⺯(2016)ǶȠ୯ै ፕЎǶ εᏢଯ໘ЬᆅמȡǶᆵύѱǺᔂܿࣽٯγծࣁאᜫדаύ҇୯─ز༅ᔈҔՉᎍౣϐࣴܕࣿᐪ(2013)ǶȠΓω Ҿᆅᅺγӧᙍ҂рހϐᅺγፕЎǶ ȡǶᆵчѱǺٯаཥԮࣽᏢൎၗૻ࣬ᜢҾࣁ-زࣴ܄གᆶᚆᙍཀᜫϐ࣬ᜢىߋֻࠧ(1992)ǶȠҾϣπᖒၗᅈ ϐᅺγፕЎǶހ҂р܌زύ୯ЎϯεᏢമπࣴ ϐᅺހ҂р܌زࣴسȡǶཥԮѱǺύεᏢՉࡹᆅᏢ܄ϐёՉڋၮ(2009)ǶȠவࡑၶǵᅽճຑӄय़༅ծڬ γፕЎǶ ϐᅺγހ҂р܌زࣴسȡǶᆵчѱǺԢεᏢϦӅՉࡹᏢزϐࣴ܄ࡋёՉڋ୯ӄय़༅ծךችૠ(2013)ǶȠ݅ ፕЎǶ ȡǶਲ༜ѱǺ୯ҥύѧᆅᏢଣଯ໘ЬᆅҾᆅٯγծࣁאᜫדаഌै-ز༅ౣϐࣴܕֆቺහ(2007)ǶȠ୯ैΓω ᅺγ҂рހϐᅺγፕЎǶ ϐހȡǶଯѱǺကӺεᏢᆅᏢଣ҂рٯࢌ໗ࣁैޜγծᚆଏӛϐǺаࠄאᜫדଘܹប(2010)ǶȠ ᅺγፕЎǶ ቫભፕϩȡǶᆵчѱǺШཥεᏢཥᆪኞᏢଣаଭථࢶሡ-زϐঁਢࣴڋഋߪ◖(2017)ǶȠ୯ैՉ༅ծ ϐᅺγፕЎǶހ҂рسኞᆅᏢ ᅺγፕЎǶ܌زȡǶᆵчѱǺύ୯ЎϯεᏢࡹݯᏢࣴز୯ैΓᅽճࡹϐࣴךම୯ਗ਼(2010)ǶȠ πբޗծ੮ᔼཀᜫϐϩȡǴᆵчѱǺ୯ٛεᏢࡹݯբᏯᏢଣЈϷ۔ഏඵᇻ(2015)ǴȠैΓᅽճࡼቹៜγ ϐᅺγፕЎǶހ҂рسᏢ ϐᅺγፕހ҂рسεᏢҾᆅמȡǶᆵύѱǺරࣽزծ੮ᔼཀᜫቹៜӢનϐࣴ۔γאᜫדᇳηᆢ(2013)ǶȠ ЎǶ ύЈጓȠಃΎۛ୯ैزࣽᏢࣴޗࡹݯբᏯᏢਠै٣ܭၲ(2004)ǶȤैΓᅽճࡼՉݩᄤ҂ٰวȥǴԏᒵےጰ фૈᆶၮҔȐΠȑȡᆵчѱǺࡹݯբᏯᏢਠǴ। 82ɡ87ǶޑࣽᏢޗ٣ै-ࣽᏢࣴፕЎޗ٣ै
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Ꮿౣᆶ୯ሞ٣܌زးҘ໗੮ᔼӢનȡǶᆵчѱǺ୯ٛεᏢᏯౣࣴ-زǶȠ୯ै༅ծࡹԋਏࣴ(2017)كቅࡆ ϐᅺγፕЎǶހಔ҂рزᅺγࡹ୍ࣴ (Ѥ)ൔകϷᆛၡၗ A4 ހṅ႐ǵ݅ؼܹ(2017.01.06)ǶȤ107 ԃӄ༅ծǻᗋલ 15ʘጓᚐȥǴȠԾҗਔൔȡǴ A4Ƕ ހԃၡȥǴȠᖄӝൔȡǴܴڋำЎ(2016.12.21)ǶȤ୯ٛȨВᖒᏯγȩཥ A12Ƕ ހࡕ…ӆவैനอёᛝԃȥǴȠᖄӝൔȡǴאำЎ(2016.04.24)ǶȤܺၸက୍ A4Ƕ ހȥǴȠᖄӝൔȡǴډόܕ က୍ቻ۔ำЎ(2017.10.12)ǶȤ୯ैΓΚݩ…ैγ ഡЎԋ(2013.09.13)ǶȤӄౚैΚΜமǴΐঁࢂ༅ծȥǴȠᖄӝൔȡǴހA13Ƕ 12Ƕ ހǴѺ୲ჴ୯ٛȥǴȠߙԃВൔȡǴڋᏦ(2013.09.16)ǶȤᛙ଼༅ծےᖴ ԾǺڗȡǴޗଏᇶගଛȥǴȠύѧ೯ૻڋֈݒ⨐(2011.10.02) ǶȤ༅ծ https://tw.news.yahoo.com/%E6%8E%A8%E5%8B%95%E5%8B%9F%E5%85%B5%E5%88%B6- E9%80%80%E8%BC%94%E6%9C%83%E6%8F%90%E9%85%8D%E5%A5%97-082209481.htmlǶ ԾǺڗಏଈ(2010.10.02) ǶȤ༅ծΓ٣ଯᅍ ௨ᔒैഢၗȥǴȠԾҗਔൔႝηൔȡǴ http://news.ltn.com.tw/news/politics/paper/432204Ƕ Дനӭሦ 5 ίȥǶᜪγծٿ٫ᑉȐ2015.04.01ȑǶȤȨᏯର໗༇୍у๏ȩϩླྀ ԾǺhttps://www.ettoday.net/news/20150401/486988.htmǶڗȠܿහႝηൔȡǴ ԾǺڗȡǴޗȥǴȠैᆪڋᝄܴ(2013.12.11)ǶȤࡑၶǵ൧ᝄǵрၡΟय़ӛ༅ծ http://n.yam.com/Article/20131211977002Ƕ ύ҇୯୯ٛ https://www.mnd.gov.tw/Default.aspxǶ ୯ैΓωܕ༅ύЈᆛઠǴhttp://rdrc.mnd.gov.twǶ Βǵġ मЎϩ DeNisi Griffin., Human Resource Management. ( 2016).
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Han, L., Ashish, G., Jie, Z. and Rathindra, S., Examining the decision to use standalone personal health record systems as a trust-enabled fair social contract,(Decision Support Systems, In Press, Corrected Proof, 2013).
Pallant, J., SPSS Survival Manual: A Step guide to data analysis using SPSS for Windows, (Australia: Allen & Unwin,2007).
Beldad, A., De Jong, M. and Steehouder , M., How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust, (Computers in Human Behavior, Vol. 26. No. 5, 2010), pp. 857-869.
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ғଯ۸ຐǴҞ҅ӧᇳျറγزࣴ܌زࢂ୯ҥߎߐεᏢ٣ᔼᆅࣴך ȩǴز༅ᆶᅽճࡹჹഌै໗ΓΚගϲቹៜӢનϐࣴܕࡰᏤϐΠǴՉȨ୯ै ǶҁፕЎ߯аഌैᆅΓǵزࣴٮаـᝊཀٮᅺγፕЎኗቪπբǴߛሡாග ᄬׯᡂჹ่ޑԑӧᕕှഌैᅽճࡹޑҞز༅ΓϷཥΓࣁೖፋჹຝǴࣴܕ ᡏڀှǴᔕගрـჴ୍ϐ่݀ϷёՉϐډቹៜǴၸჴሞೖፋளޑ༅ԋਏܕܭ ༅ϐୖԵǶܕഌैљзΓω܈୯ٛٮࡌǴբࣁග
ှǴـԖᐱϐჴ୍ڀ༅ࡹϷഌैΓωගϲჴ୍πբܕનһ ாჹ୯ै ೖፋǴаߡᡣҁΓჹૈჹڙᆶལཀǶᔊፎ ாૈӧԭԆϐύኘϧௗٵޑ૱ठҗ ܕאᜫדೖፋஒჹഌैޑᕕှᆶᇡǴாޑ׳ਔᐒπբԖޑ༅ܕഌैΓω ༅ᕮਏԋߏԖವεޑᔅշǶ
উǴ٠όჹزਔ໔ႣीࣁъλਔԿλਔǴೖፋϣ٩ᏢೌࣴޑԜԛೖፋ ӼЈӣเǶڙགޑᏢೌୖԵၮҔǴፎ൩ாჴሞٮҭ่݀ޑѦϦ໒ǴԶϩ
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୯ҥߎߐεᏢ! !܌ز٣ᔼᆅࣴ ࡰᏤ௲Ǻᇳျ!റγ! !ғǺଯ۸ຐ!ལزࣴ ೱ๎ႝ၉Ǻ1:29.566665! 1:93.226785! ύ҇୯ 1 ΖԃДΟΜВ
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ೖፋǺɍᜫཀ ɍόᜫཀڙࢂցᜫཀௗ.1
_ ӜǺۉޣೖڙ.2
_ ᐒᜢǺ୍ܺޣೖڙ.3
_ ᙍᆀǺޣೖڙ.4
ೖፋБԄǺɍჴӦೖፋ ɍႝ၉ೖፋڙௗ.5
6.ೱ๎ႝ၉Ǻ _
7.ჴӦፋӦᗺǺ _
ਔ໔ǴޑೖڙӼ௨Ǵፎ٩ாനޑೖਔำڙܭೖਔ໔ǺࣁߡڙۓႣ.8 ೖਔำǶڙۓ٩ԛӧΠॊΟঁਔ໔߄ύ௨
ɁಃՏਔ໔Ǻ _Д _Вϱ _ਔ _ϩ
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Ьाೖፋᚒᆜ()
?ࡋڋၸ୯ैব٤ᅽճڙாவैԿϞӭϿԃǻම٦ .1 2.୯ैՉܕ༅ࡹჹഌैΓΚගϲࢂցԖӆᆒϐޜ໔ǻᔈᆒϐբࣁԖবࢂாᇡࣁനࣁख़ाޑǻ ǻګΓғೕฝᒧଏҴۓࢂ٩ྣচ܈༏ǻאӧ໗ܺۓᑑ׳ୢᚒςׯ๓ǴᡣாޑᚒǴऩாӧЯ܍.3 ӵǺᕮਏዛߎǵу)Ƕٯ)໗ҾϯᔼǴாԖϙሶ࣮ݤǻܭჹ.4 ༏ǻޑΓᖼࡂᓐයී(၀ීҗ҂ٰଏҴߎԌନ)ǴாᇡࣁࢂёՉैٮऩග.5 ǻאܺޑഢব٤Ӣનૈᡣாคࡕ៝ϐኁڀࡋாᇡࣁ၀ڋଏኟޑ༅ࡹύܕ.6
Ьाೖፋᚒᆜ(Β)
໔ǻᔈᆒϐޜ༅ࡹჹഌैΓΚගϲࢂցԖӆᆒϐܕࡋ?୯ैՉڋၸ୯ैব٤ᅽճڙԿϞӭϿԃǻම٦ै.1 ǻޑ༅πբࢂԖѸाҥջׯ๓ܕޑবჹா.2 3.ܕ༅ޑாǴࢂցමԵቾၸଏҴǻ ӵǺᕮਏዛߎǵу)Ƕٯ)Ԗ֎ЇΚǻ׳༅πբࢂցܕޑ໗ҾϯᔼǴӧா.4 ༅Κၰ༏ǻܕϷቚуאයܺאߏۯԖཀᜫ׳Γᖼࡂᓐයී(၀ීҗ҂ٰଏҴߎԌନ)Ǵᡣாैٮ.5 уၱՉǻ׳༅πբܕޑഢব٤Ӣનૈᡣாڀࡋாᇡࣁ၀ڋଏኟޑࡹύ.6
Ьाೖፋᚒᆜ(Ο)
༅ࡹ֎Їாவैǻܕࡋ?߃߯Ӣবڋၸ୯ैব٤ᅽճڙாவैԿϞӭϿԃǻම٦.1 ཀᜫǻޑאӵǺᕮਏዛߎǵу) Ǵගଯாᝩុܺٯ)໗Ҿϯᔼܭჹ.2 ཀᜫǻޑא༅ࡹব٤ׯ๓ගଯாᝩុܺܕ.3 ༏ǻאයܺאߏۯԖཀᜫ׳Γᖼࡂᓐයී(၀ීҗ҂ٰଏҴߎԌନ)Ǵᡣாैٮऩග.4 ଆуΕഌै༏ǻ϶ܻ܈ᒃޑ༅ࡹӵாႣයׯ๓ࡕǴգགྷाϟಏாܕ.5 ǻאܺޑഢব٤Ӣનૈᡣாคࡕ៝ϐኁڀࡋாᇡࣁ၀ڋଏኟޑ༅ࡹύܕ.6
лсо A Study of Logistics Performance Index for the Indian Logistics Providers Jani Yash 1 Graduate Student, Department of Business Administration, National Kaohsiung University of Science and Technology [email protected]. Kune-Muh Tsai 2 Professor, Department of Logistics Management, National Kaohsiung University of Science and Technology [email protected] Min-Chun Yu 3 Professor, Department of Business Administration, National Kaohsiung University of Science and Technology [email protected]
Abstract Despite to growing economy and becoming fifth rank in the term of GDP in all the nation, India has shown the growth in all the sectors of industry, no matter it is tourism industry, manufacturing, trading, and so on. Also, India has strategically developed into one of the world logistical centre. Moreover, the most important assessment tool that demonstrated the comparative situation of countries is Logistics Performance Index (LPI) created by World Bank. This index which has been prepared as a questionnaire consists of six dimensions. These dimensions are Customs: The efficiency of clearance process, Infrastructure: Quality of trade and transport related infrastructure, International Transportation: Capability of arranging competitively priced shipments, Logistics Competence: Competence and quality of Logistics Services, Tracking and Tracing: ability to track and trace your consignments, Timeliness: Carrying out the transports at scheduled time. In this research the author takes a closer look in the reason India lagging in the quality performance of the logistical sector. In doing so, the author will use interviews and case study benchmarking technique to determine the solution for the logistical industry of India. The most important contribution of this research is that it allows evaluating logistics performance over the top as to increase the size of a country's global competitiveness index. Keywords: Logistics, India, Logistics performance index, Benchmarking
1.Introduction Today's competitive market craves a clear view so that companies can withstand the competition. When we talk about the competition, logistics service providers (LSPs) play an exigent role to maintain the value of first companies in the market. Manufacturing companies can focus on the production of products and enhancement of the quality of the product, and they do not need to foresee the logistics part, as there are several LSPs in the market. LSPs can be of different types, amongst which third-party LSPs (3PLs) and fourth-party LSPs (4PLs) are in the mainstream nowadays. 3PL handles the logistics division of manufacturing or primary companies. They include storing and shipping, and some of the 3PLs helve the entire supply chain. (Lynch, 2000; Tommelein, Ballard, & Kaminsky, 2009) In this research, we will foresee the logistics Indian subcontinent. We will understand the logistical system and structure of the Indian logistics, in this research we will also focus on the essential factor of benchmarking of Qualitative Management
лсп and compare the Indian Logistics with the benchmarked countries. If we would be able to find some reasons or some factors which would be affecting the Indian logistics to reach the benchmarked level, those will be identified in this research and also will be summarised to make the Indian logistics industry as prominent as the benchmarked country for this research. As we see from the report of the "World Bank" report and the LPI (Logistics Performance Index) score and rank in the world of 2007,2010,2012,2014,2016 and finally 2018, the fluctuation in India's ranking and the LPI score can be seen clearly (Table 1.1) (Atlas & Growth Rates. Washington). Table-1.1 Logistics performance Index score and rank of India Year LPI Score LPI Rank 2007 3.07 39 2010 3.12 47 2012 3.08 46 2014 3.08 54 2016 3.42 35 2018 3.18 44
Source: World Bank (2018) As we can see from the above table, India's LPI score and LPI Rank have been the best in the year 2016. However, since then, the score and rank have been gradually decreasing. There might consider some factors and some reasons affecting them. This would also affect the business of 3PL in the country. If countries want to be more competitive, they should encourage the development of third-party logistics functions, including those in the service sectors. To ensure that services are efficient and competitive, governments will need to make long-term policy changes that improve and maintain the competitiveness of services, including logistics services that allow their countries to join global supply chains. A country's competitiveness based on low labour costs or abundant natural resources, for example, can be easily lost through inefficient logistics (Atlas & Growth Rates. Washington). However, if we compare the same number of "World Bank" report with the Benchmarked countries we can see the difference between the numbers and the consistency of those countries with the Logistics industry of their country. Table-1.2 Logistics performance Index score and rank of Germany Year LPI Score LPI Rank (Germany) (Germany) 2007 4.10 3 2010 4.11 1 2012 4.03 4 2014 4.12 1 2016 4.23 1 2018 4.20 1
Source: World Bank (2018)
лср As we can see from this data about Germany, we can see the consistency of the German Logistics industry as the structure of the German Logistics industry is totally different. We would see further and compare the logistics industry structure of Germany with the Indian logistics industry. However, Germany is a country with lesser population than India. Also, the diversity of Indian service or manufacturing industry is different. However, we might compare with Germany logistics structure with Indian logistics industry as the logistics system or structure could be very similar to each other. As we know the similarity between China and India in terms of population, the FDI's, the diversity in the Manufacturing and service industry is one we can compare to and that can also this research to compare the logistical industry of two countries and finding the gap between China's logistics industry and India's Logistics industry. Table-1.3 Logistics performance Index score and rank of China Year LPI Score (China) LPI Rank (China) 2007 3.32 30 2010 3.49 27 2012 3.52 26 2014 3.53 28 2016 3.66 27 2018 3.61 26
Source: World Bank (2018) 1.2 Research Objectives The main aim of this research is to identify the main reason for India's current LPI score and how can India Improve its LPI by taking reference from Germany and China. As we already know what fundamental factors or variables on which the LPI score is given, so I will use those Dimensions of LPI score and variables to track the problem of Indian logistics and will come with some solutions for this problems. I will be intended to find these research questions mentioned below: 1. What are the main reasons for Germany being in Top rank of the LPI score from the World Bank? How can India reach the level of Logistics same as Germany? 2. Having the same demographic and topographic similarities of China and India, Why is China's LPI score higher than India?
2.Literature Review The most significant work exhibiting the near circumstance of the world logistics area among nations is the Logistics Performance Index (LPE). This index is sorted out by the World Bank and comprises of six measurements. LPE is a far- reaching poll study directed with universal forwarders and express transporters over the world. This poll assesses the participants\' performances in the field of logistics, such as the traditions procedures of their nations and the nations where they direct conveying, their administration quality and their infrastructure. The Trade and Carriage branch of the World Bank plans and executes the LPE poll with commitments from the Turku School of Financial matters of Finland. Different universal transport affiliations and establishments bolster the World Bank in getting ready and executing this Survey (Ojala & Celebi, 2015). The most significant markers that inform us regarding a nation's advancement level are nation's monetary markets. If лсс these pointers are a positive way, this influences nation decidedly monetarily, socially, socially and mentally. The most significant factor in the changing of financial markers is logistics. In the ongoing years, logistics has picked up significance because of the way that nations' outside trade volume have expanded and due to the issues experienced in foreign trade. Hence, nations must have a maintainable local what more, remote trade framework is, and this trade must be upheld by logistics techniques to guarantee the progression of request to rank nations as per their serious quality (WEF, 2013). The World Financial Discussion bases nations' seriousness positioning as per the Worldwide Rivalry Index (KRE). While being very extensive, this index examinations national seriousness as far as macroeconomics. The Worldwide Rivalry. Index (KRE)(Lydon & Wasik, 2008) comprises of 12 measurements. The World Financial Gathering utilizes two sorts of information in this examination. These are the global computerized markers and the Chief's Conclusion Poll. The global computerized pointers comprise of information, for example, open obligation, spending deficiency and future, which taken from global companies, for example, the IMF, UNESCO and the World Wellbeing Association (WHO). The Supervisor's Feeling Survey, then again, utilizes personal information (WEF, 2013). This examination is an oddity in writing as no examination showing the relationship of these two indexes as far as measurements led beforehand. The most significant commitment of this investigation is that it has guaranteed the assessment of a nation's as a priority at the top positions in the global rivalry index over its logistics performance measurements.
3.Research Methodology In this chapter the author discusses about the use of research method, the method used for data collection, method used to analyse the collected data, and the design of interview question. 3.1 Research method: In this research, the author has incorporated the utilization of Qualitative research method. Qualitative research is an investigative method used in many different fields and other contexts. Qualitative research aims to gain an in-depth, profound understanding and knowledge of human behaviour and what are the reason can affect it. Qualitative methods investigate why and how to make a decision, not only answer questions of “what”, “where”, “when” (Denzin, 2005). Qualitative research described as a comparative approach for research that centres on securing data through the open-end and verbal trade (Dudovskiy, 2018). According to (McNamara, 1999), interview method in qualitative research is more effective and informative in getting the participant’s story. Using interview to develop the in-depth information, it will be functional and helpful for the participant’s response or somehow explore and investigate new further aspects from that issue. Qualitative research brings out wide-ranging and inclusive information on the specific features of the social environment. Social life is counted as a series of interconnected events that need to be fully described to point toward real life. Qualitative method allows discovering essential and innovative findings that researchers may not have mentioned before. The theoretical reason for the need for qualitative research is that it helps in-depth study of human reactions and therefore can better understand human reactions than it does through technology Quantitative research. Moreover, qualitative techniques, especially "one-on-one" interviewing techniques, can help sociologists study different sets of attitudes that lead to the same action, decision. From a viewpoint of (Rwegoshora, 2016), the qualitative research data is often uncountable, it is strings of text, video, images… meanwhile, and the data of quantitative research can be measured. Qualitative method is pushing deeper to participant’s viewpoint by understanding and comprehend the essential asking question, it requires more interaction and communication between researcher and participant, that’s why the answers of qualitative method are usually “open-ended”
лст which are not needed and required to be exactly the same respond with others responder (Denzin, 2005). 3.2 Data collection method: 3.2.1-Mixed analysis method In this study the author have incorporate the mixed data collection method as mentioned prior: 3.2.1.1- Interviews: Interview research is essentially a way of collecting qualitative and quantitative information by questioning a person. One key aspect to consider in interview research is the general objective (e.g., seek specific information, theory building, gather in- depth information around a topic) of the study, since this will guide decisions related to the type of interviewing to be used and the procedures for conducting the interviews. Given its nature, interviews enable the researcher to collect information regarding both verbal and non-verbal communication between participants. (FoodRisC, 2016) 3.2.1.2- Secondary data from article and internet Secondary analysis has potentially important implications for qualitative researchers who seek to investigate sensitive topics within health, not least of which is the opportunity it offers to facilitate the training of researchers at all levels. Making existing qualitative datasets available for secondary analysis could be a way for novice researchers to gain skills in data collection, data analysis and synthesis, as well as grappling with the epistemological and ontological questions generated by the use of this methodology. 3.2.2- Interview Questions: Semi-structured interviews combine the components of both structured and unstructured interviews. In a semi-structured interview, the interviewer prepares a set of questions to be answered by all interviewees, although additional questions may be asked during the interviews to clarify and further expand on specific issues. The interview question asked in this study was derived for the Logistics performance index, sourced for the World Bank report.
4.Analysis and Findings In this section the researcher has discussed about the findings from the interviews 4.1 Warehousing and Trans loading charges: China: In 2018, due to the investment in overseas warehouses and the large amount of investment and construction, the storage costs and Trans loading fees were relatively higher than 2012.Through overseas warehousing, in addition to being able to "front-end" and eliminate logistics risks in cross-border e-commerce trade, another role is to increase customer satisfaction and increase transaction volume. However, everyone knows that investment has risks, of course, there are risks in choosing overseas warehouses. First of all, the goods must be best-selling, otherwise, it is easy to squeeze warehouses, resulting in increased costs. India: Warehousing segment constitutes only 15%-35% of the total logistics costs, its importance cannot be ignored with respect to the role it plays in the smooth functioning of a supply chain network. The need to quantify the size of the warehousing market in India has led us to estimate the total requirement for warehousing space from the period of 2014 to 2018. Moreover, the total warehousing space requirement is expected to grow at a compounded annual growth rate (CAGR) of 9% from 919 mn.sq.ft. in 2014 to 1,439 mn.sq.ft. by 2018.
лтй Manufacturing sector will continue to remain one of the biggest demand drivers with an annual requirement of 61 mn.sq. ft of incremental space between 2014 and 2018 The adjoining table provides a snapshot of the total warehousing space requirement in the country over the next five years. Germany: I suggest the tariffs and the Trade war between China and USA. Germany was/is heavily affected due to the high export rates to both of those countries. 4.2 Agent or Agency fees China: In addition to the "pure" freight, there are various miscellaneous fees for sea freight. Some of these fees are collected by the ship-owner, some are collected by the port of destination / destination port, and some are collected by the freight forwarder on his own behalf. Moreover, many fees do not have clear standards and are very flexible. In addition to charging the consignor, some fees will also be charged to the consignee (that is, our foreign customers). This can easily lead to two pitfalls: one is that some freight forwarders are overcharged by cleverly establishing their names, and the other is that freight forwarders adjust and transfer part of the costs between the consignee and consignor. In 2010, the situation of unauthorized collection of Agent fees was more serious. In 2018, due to the increase in the number of Agents, the fees were collected as usual, so the Agent fees were reduced. First of all, we must have a certain understanding of the composition of transportation and miscellaneous charges, and learn to distinguish between "regular" charging items and arbitrary charges. Common miscellaneous fees includes; 1. ORC: OriginReceivingCharge starting port surcharge; 2. DDC: Destination Delivery Charge Charge at the destination por 3. THC: TerminalHandlingCharge terminal operation (hanging cabinet) fee; 4. BAF: BunkerAdjustedFactor fuel surcharge, or FAF (FuelAdjustedFactor); 5. CAF: CurrencyAdjustmentFactor currency depreciation surcharge; 6. DOC: Document fee; 7. PSS: PeakSeasonSurcharge: peak season surcharge; 8. AMS: AmericaManifestSystem (American manifest system). India: Facilitation reforms, as well as lower trade volumes and shipping connectivity. ... To help reduce international maritime transport costs. ... Lower operating costs as compared to higher fixed ... the long term, however, the freight charges will have ... Container freight markets and rates. Not resisting the “pure" cargo, there are various fees for ocean cargo. The boat proprietor gathers a portion of these fees, some are gathered by the port of goal/goal port, and the cargo forwarder gathers some for his benefit. Besides, many charges do not have clear guidelines and are truly adaptable. Notwithstanding charging the distributor, a few fees will likewise be charged to the proctor (that is, our outside clients). This can without much of a stretch lead to two traps: one is that some cargo forwarders are cheated by keenly building up their names. The other is that cargo forwarders alter and move some portion of the expenses between the proctor and distributor. In 2010, the circumstance of an unapproved assortment of Operator fees was progressively genuine. In 2018, because of the expansion in the number of Agents, the fees were gathered not surprisingly, so the Specialist fees were diminished. лтк 4.3 Quality of Infrastructure: China: As of the end of 2017, the total mileage of railway operations nationwide reached 127,000 kilometers, and the mileage of high-speed rail reached 25,000 kilometers, ranking first in the world. The "four vertical and four horizontal" high-speed rail network has been formed. A number of super projects such as the Shanghai High Speed Rail and the Qinghai-Tibet Railway shocked the world. Significant projects such as the Tongling Yangtze River Bridge with a main span of 630 meters across the Yangtze River, the Tongling Yangtze River Bridge, and the longest plateau railway tunnel in the world with a total length of 32.645 kilometers have been completed and opened to traffic. The tremendous achievements made in the development of railways vividly demonstrate the ability of China to build and manufacture in China. The world's advanced and complete railway engineering survey, design, construction, and acceptance standard system formed on this basis has made the railway engineering quality foundation more solid. India: The Indian government is undertaking several initiatives to upgrade its aging railway infrastructure and enhance its quality of service. The Railway Ministry has announced plans to invest yearly at Rail Budget. o 1.1 High-speed rail o 1.2 Semi-high-speed rail o 1.3 Conversion to high-speed passenger and freight corridors: 2027 target of 10,000 km o 1.4 Rolling Stock 1.4.1 Modern locomotive factories 1.4.2 Railway coach refurbishment 1.4.3 Bio-toilets in all trains: March 2019 target x x 2. Infrastructure o 2.1 Stations 2.1.1 Station redevelopment o 2.2 Tracks 2.2.1 Dedicated freight corridors 2.2.2 Track gauge conversion: March 2022 target 2.2.3 Track renewal 2.2.4 Track electrification: March 2021 target 2.2.5 Doubling of tracks o 2.3Power and fuel 2.3.1 Off-the-grid solar-powered trains: 1.13 gigawatt solar power target by March 2022 2.3.2 Rooftop solar electricity 2.3.3 Traintop solar electricity 2.3.4 LED lighting o 2.4 Safety 2.4.1 Elimination of unmanned level crossings on broad gauge network: March 2020 target 2.4.2 Automated fog pilot assistance system лтл 2.4.3 Automated fire alarm system 2.4.4 CCTV camera on stations 2.4.5 CCTV camera inside trains o 2.5 Information technology x 3. Services o 3.1 Wi-fi-enabled trains and stations o 3.2 Tickets o 3.3 Escalators o 3.4 Station upgrades x 4. Social responsibility o 4.1 Rainwater harvesting o 4.2 Reforestation A road revolution is underway in India. The Ministry of Road Transport & Highways is implementing road projects at a record pace and drawing the blueprint to sustain the momentum of the development in the years to come. More than 17,000km of new roads have been awarded to road builders — and over 50% of them have already been constructed. With another 700 highway projects due to be completed in the next one year, the road revolution will go a long way in facilitating smooth movement of cargo across the country and give a big boost to the country's logistics industry. Germany: Consolidating of routes, more overnight transports, decreasing bureaucracy. Infrastructure is in Germany rated as very good. The Road Transport by Truck is dominant in domestic Transportation in Germany Focusing on specific routes which are mostly used. Building HUB-Systems as close as possible to the infrastructure 4.4 Quality of competence and service delivery: China: (1)-1. World leading infrastructure construction technology.2. Rapid progress in equipment manufacturing technology.3. Information technology and intelligent technology are widely used. (2)-1. Continuous improvement of the market system.2. Laws and regulations system basically formed.3. Preliminary establishment of comprehensive transportation management system.4. Promote economic and social development.5. Serve and improve people's livelihood.6. Promote the construction of ecological civilization. India: One if the major reason why our country has to import is dearth of energy resources specifically in the form of oil and gas. India depends on Gulf countries for majority of petrochemical products and since these products form a basis for all our trade . Our country has scarce resources regarding crude oil, gold, refined products, defence equipment’s and technology so we have to import them for our domestic consumption. We have abundant coal reserves, aluminium, baxuite and many other natural resources but in order to protect our environment and sustainable living we mine less and import more. Indians are non-skilled people mostly. In our colleges they teach us only theory and basically nothing practical. The roots of this problem start from there..... All the high end technology is being imported to India just because of 2 reasons.... 1. We can't make it at all. лтм 2. We can't make it at the same cost as Chinese . Hence due to above reasons our import increase in last 8 years, improve all above agencies. Germany: Rail and Truck Transport are dominant in Germany. Maintaining Infrastructure and the focus on Truck Transport would be a good way. The Rail Transport is also commonly used, due to the fact that HUBS are installed near to Train stations and Airports. Also in Germany the over-night transports are a good way to sustain it. 4.6 Process import and export clearance: China: Basic customs clearance procedures for general import and export goods: The customs clearance procedures for import and export goods can be basically divided into four links: declaration, inspection, taxation, and release. Now all are implemented electronically, as long as you can operate online, it is very fast and convenient. India: Essential traditions freedom methodology for general import and fare products: The traditions leeway techniques for import and fare merchandise can be fundamentally separated into four connections: presentation, review, tax collection, and discharge. Presently all are actualized electronically, as long as you can work on the web, it is extremely quick and helpful. Germany: They are standardized customs processes by EU Regulations which enhance the border control and speed up the process.
5.Discussions and conclusion: In this section, the researcher discussed the way Indian logistics can adapt the ways and technique from China and Germany to improve the quality level of Indian logistics. There are multiple aspects of Indian logistics' lag behind China and Germany. However, most importantly, there are six elements discussed in this study, and these are discussed in this section. 5.1 Warehousing and Trans loading charges: As found discussed in the previous section, the warehousing and trans-loading charges have been increased in China, India and Germany. However, the difference between china and India warehousing increase was that the prices in China increased due to "investment in oversea warehouses and a large amount of construction." As for India it was the "quantity increased in Indian market of commodities in the past decade". While, for Germany, it was just the trade which increased the prices or fees. As seen from (Rodrigue & Notteboom, 2009), the warehousing facility in developed countries such as Germany works as the buffer between the terminal and the final delivery point. Due to this eliminates the use of the distribution centre and though the pricing or the fees of the warehousing. India can incorporate the way of china and Germany to eliminate or decrease the high charges of the warehousing. Investment in warehousing overseas, building warehousing facilities near the ports (i.e. airport, seaport), could provide a proper buffer zone and eliminate the high fees for the trans-loading facilities all over the country. 5.2 Agency fees: As seen in the findings section, the agency fees in India, China and Germany have decreased due to various reasons. However, there are few agency charges which are similar to India and China. Mainly only for this India can compare with china and include the use of Chinese logistics method to sustain the level of low charges for the agency.
лтн As India can incorporate the understating the use of technology, Innovation empowered the ideas of wealth and reached (Evans and Wurster, 2000), implying that the upsides of centralization (productivity) and decentralization (being responsive and closer to the client) are both empowered. Most supply chains in develop economies are along these lines as of now profoundly proficient, making it hard for organizations to contend on cost. Stock control is frequently observed as One of the last territories of the upper hand (Grant et al., 2006), as stock is regularly the most significant single interest in resources for most makers, wholesalers what are more, retailers (Stock and Lambert, 2001). Stock carrying cost is not excessively bright as a core cost in the endeavour's benefit and misfortune proclamation (Bowersox and Closs, 1996; Hurlbut, 2004), making an open door for logisticians to exhibit esteem. Stock choices likewise convey huge hazard and have a high effect all through the supply chain (Bowersox et al., 2013). Moreover, it is at the firm level that stock control impacted and improved, which implies that those organizations that quicken their stock turnover receive benefits as a result. This prompted the development of an improvement culture for stock control to diminish logistics costs. 5.3 Infrastructure: As mentioned in the last section, the logistical infrastructure of India has been developing significantly with the help of the government. Indian road service, Indian port (i.e. airport and seaport) services have increased the level of logistics infrastructure in India. However, still, the LPI score of India is decreasing in the past few years. The Indian government has heavily invested in railways to increase the connective of four corners of India. Although, India lack in the infrastructure facilities similar to China and Germany, as seen for LPI, provide by world and Germany infrastructure is the benchmark of logistics world and the road connectivity of Germany has dominated their logistics industry. Moreover, for China, the Chinese government have heavily invested in the infrastructure in the country with the super- project such as high-speed rail, the tunnels all over the country to improve the logistical system possibly. As from this Indian government can improve the road connectivity to the eastern and western main ports such as the JNPT, Nava Sheva, Mundra, and so on., as these are considered to connect India to the rest of world. The total traffic handled at major ports in 2019-20 was 704.63 million tonnes, showing an overall growth of 0.82 per cent from the previous year in the traffic handled (website: https://www.ibef.org/industry/indian-ports-analysis-presentation). Also, to improve the logistics infrastructure of Indian logistics should, improve is the efficiency of the customs and border management, quality of trade, competitive price of transportation, ability to track consignment accurately. 5.4 Quality of competence and service delivery: As addressed in the section 4, The china and Germany have their own advatages as the quality of these countries competence is higher than India’s, in compared with the road system of Germany, the rail and airport service quality are increased due to the HUBS of supply chain services are installed near the ports and the rail transport facilities. As noted by the author for the china’s logistic the quality of the competence services are better than India in multiple factors such as, the leaders of the construction industry, the manufacturing technology and the use of more advance technology of the in terms of information technology. As well as, continuous improvement of the market in china, the law related to logistics and the transport management system plays a vital role in improving the logistics competence quality. The main reason of Indian currently level of competence is lac of energy in form of the oil and gas resource as India is dependent on the gulf countries for that, also the skilled labor of Indian is scares and that create an huge deficient in the quality of infrastructure. Due to this reason, Indian cannot produce the product as same cost as Chinese product and the logistical cost of the лто But India can improve the quality through closely learning the system, from the information technology of Chinese and also the trucking system, the road connectivity of the German logistics. India can incorporate the use of the smilar information technique and India is considered as the information technological hub of the of the world, with few of the biggest technological companies having the office located in India. 5.5 Process of clearance: In this sector Indian lags behind other two countries mentioned in this study, as the Indian logistical clearance time is 17 days for export and 21 days for import. If we compare this to Germany and china the clearance time is less and the process is faster. The all the countries export or import process are distinguished into four sections, those section are declaration, inspection, taxation and release. In china these process are considerably quicker than India, as the information technology discussed in section 5.4 are to be better than India. Similarly due to corporate rules of EU regulations, the import and export process are barrier free all around EU and that makes it faster. Indian government can incorporate these techniques, use trade deal to make the trade smother and quicker between countries. Indian government should combine the different process with one and make the process shorter. 5.6 Contribution of the study: To date, many developing nations are emerging as the import and export hub due to the countries’ lack of resources and poor infrastructural facilities. To thrive, the logistical sector of the nation, the government of that nation will need a logistics structure and system that can sustain the logistical structure that can be useful for developing nations’ supply chain industry. To become successful managers in the logistics industry, international business and supply chain is a vast area of study that needs to be understood, including the use of special logistical curriculum in the studies in the university and colleges can provide a better learning environment for the particular individual and helps nations logistical sector grow and sustain. 5.7 Limitation: This research may have some limitations. First, the researcher interviewed only three interviewees due to the limited time available and the global pandemic. With participants from three different country India, China and Germany. The findings of this study were specific to the experience of the interviewees. Second, this study mainly focused on the factors related to LPI of the case countries. Future researcher could use varied comparison of logistics of the nation.
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лтр زሦᏤ॥ǵᓬᓸΚᆶπբᕮਏᜢ߯ϐࣴ ٯаऍᙴᏢவΓࣁ- A Study on The Relationship between Leadership StyleǵEustress and Job Performance -An Example of Cosmetic Medical Practitioners 1 ृۑቅ շ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] 2 ە⅕ṅ ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ԑӧȨሦᏤ॥ȩ ǵȨᓬᓸΚȩᆶȨπբᕮਏȩϐᜢ߯Ǵ٠Α ှᓬᓸΚӧሦᏤ॥ᆶπբᕮਏϐ໔زҁࣴ Ԗύϟਏ݀Ƕڀࢂց ࣁ171ҽǶ௦ҔSPSS 24ڔኬБԄՉࡼෳǴӅӣԏԖਏୢܜኬҁǴ௦ҥཀزаऍᙴᏢவΓࣁࣴزҁࣴ 0.7Ǵ ܭӚᄬय़ϐ Cronbachȷs ͉ॶǴࣣεزǶҁࣴۓǴаϷගрӚଷϐᔠۓϩ೬ᡏǴՉၗϩϷଷᔠހ ჴ่݀߄ҢǺ (1)ሦᏤ॥ჹπբᕮਏԖ҅ӛᡉቹៜǹ (2)ሦᏤ॥ჹᓬزԖଯߞᒘࡋǶࣴڀୢޑزᡉҢҁࣴ ڀᓸΚԖ҅ӛᡉቹៜǹ (3)ᓬᓸΚჹπբᕮਏԖ҅ӛᡉቹៜǴϩԋҥǹ (4)ᓬᓸΚჹሦᏤ॥ᆶπբᕮਏϐ໔ زࡌǴࣁ҂ٰࣴزϐᏢೌଅǴаϷჴ୍ᆅཀ఼ϐࣴزǴගрҁ่ࣴ݀زԖȨϩύϟਏ݀ȩǶҁЎ٩Ᏽࣴ ගрୖԵǶ ᜢᗖຒǺऍᙴᏢவΓǵሦᏤ॥ǵᓬᓸΚǵπբᕮਏǵၗྍߥӸፕ KeywordǺCosmetic Medicine Practitioners, Leadership Style, Eustress, Job Performance, Conservation of Resources Theory
1.ᆣፕ ङඳزࣴ 1.1 ԃԖ 600ሹϡᐒᑈཱུΕ (ཥчѱࡹ۬ౢтǴ 2013)Ǵ߈ԃཥᑫᙴᕍౢǴޑऍᙴᏢౢࢂӄౚᢋҞ ࣁ1,009ৎǹѠ܌ᙴଣԖ 120ৎǴບޑ୯ՉऍᙴᏢךΨࢂᆵཥᑫౢ݈༧Ƕፁғᅽճᙴ٣љ ( 2015)ीǴٰ чѱࡹ۬ፁғֽ (2013)ीѠчѱவ٣ऍᙴᏢᙴᕍᐒᄬ൩Ԗ 412ৎǹԶӧଯѱࡹ۬ፁғֽᙴࡹ٣୍ࣽനཥϦǴ วݩǶޑऍᙴᏢЋೌᙴᕍᐒᄬΨςԖ 35ৎϐӭǶҗаኧᏵ൩ё࣮рǴऍᙴᏢౢۓଯѱਡࡼՉ ࡋΠǴаԾҞٰቚуᙴଣᔼԏǴරӛԾᙴᕍ୍ܺѱڋඁ (2008)ࡰрǴӧӭᙴଣӢ଼ߥᕴᚐЍб زᡉளൂપǶഋཁ (2015)ࣴ׳ᙴৣϐπբ൩܈ࡋǴऍᙴᏢѱ໒ڋύεࠠᙴଣჴՉೢҺܭᘉǶ࣬ ࢂǴӚࣽᙴৣᙯᏯܭՏǶۓԾճЬကǴᙴৣёᏱԖঁΓᙴᕍ٣ϷѱܭࡰрǴऍᙴᏢᙴৣӛ າၰǴԋ൩ΑऍᙴᏢѱޑጲࠁวǶ ᝡݾౣǴ යఈૈӧӭᝡݾҾύಥᑉޑᝡݾѱύǴ໒วрआੇޑ ऍᙴᏢᡏౢᐒคज़Ǵӧᐟਗ਼ ᄽၲԋתѱǴऍவΓი໗ǴޑᔼၮᕮਏȐݒॸǴ2014ȑǶ҂ٰޑԶрǴӧᔮౢॶቚуԖճዎ ᆒጏϯǵᕍำӭኬϯǵᙴᕍϷғޑՅǶऍᙴᏢౢӧᙴᕍᜢ߯ςᙯࠠࣁȨ୍ܺᏤӛȩǴරӛౢࠔفख़ाޑᕮਏ ᕮਏ (Ǵ2016)ǶޑගϲǴԶബᐱޑೌמނ ᐒزࣴ 1.2 ཛྷ൨ᆶҾᔼᕮਏ࣬ᜢϐᏢೌЎύวǴӧΓΚၗྍሦୱǴаॄय़πբᓸΚ՞εӭኧޑᆶᏢೌଅǶ (ຫӭख़ϸᔈǶ Selye(1987ڑЈᓸΚਔǴӕਔӸӧషǵమධǹ৮ឨǵ഻৹ǹขቾǵऍӳᆶѨ௳ǵيᡏӧय़ჹঁ લαǴزගрEustreeຒǴԶࡕុӧঁᡏय़ჹᓸΚਔǴᑈཱུ҅ӛᆣϸᔈϐ୯ϣǵѦᏢೌǴጇ൯ࣗϿǶଞჹԜࣴ лтс ᐒϐǶزࣁҁࣴ ᡏᡍՉᎍǵ୍ܺࠔ፦ǵ៝࠼ᔼᆅǵӆᖼཀᜫϷബཥܺܭጄൎӭኧख़زǴࣴزӧऍᙴᏢౢϐ࣬ᜢࣴ வΓϐ҅ӛЈᏢϐᓬᓸΚᡂܭӧ׳ᡂǴԶӧಔᙃՉࣁϷΓΚၗྍᆅϐᏀǴϿԖ࣬ᜢϐǹ୍ ᐒϐΒǶزલαǴࣁҁࣴزԜࣴܭǴᗲϿԖ࣬ᜢϐᏢೌЎǶ୷ ଯᓸΚϐᙴᕍ୍πբᙍǶπբᓸΚϐᆅቹៜܭऍᙴᏢᔼᝡݾᐟਗ਼Ǵಔᙃख़ຎᔼၮϐଯᕮਏǴឦ ϡનǶޑᓸΚຎࣁჹঁᡏϷಔᙃࣁԖ্עܭፕǴӛزӢનϐǶа۳ǴჹᓸΚࣴޑπբᆣǴࢂπౢғᕮਏ ᓬᓸΚаπբᓸΚྍբҔΠҾπϐᑈཱུЈϸᔈࣁቻǶሦᏤޣᔈӵՖᐟวঁᡏౢғᑈཱུЈރᄊϷ҅ӛՉࣁ аόӕࠠᄊϐሦᏤ॥Ǵӧሦឦӧय़ჹᓸΚྍਔǴЇวόӕЈϸᔈϷӢᔈՉǴزԶၲԋҾᔼၮҞǶҁࣴ ᐒϐΟǶزᕮਏԋ݀Ǵࣁҁࣴޑࢂցౢғόӕ வΓӧऍځᏼᔼᕮਏǶ܍ऍᙴᏢவΓаៈᙴᏢऍৣǵऍᙴᏢऍৣϷऍᙴᏢᒌ၌ৣ ጄൎǴزࣁࣴ܌аଯѱऍᙴᏢບزόӕǶҁࣴ܌ՅǵфૈǵπբᙍඓǴπբᐒϷԋ൩གǴ֡ԖفᙴᏢϐ ᐒϐѤǶزǴࣁҁࣴۺᆅബཥϐᔼޑϯ܄ϐऍᙴᏢი໗ԋǴаࡌᄬΓ܄ӧय़ჹόӕπբឦޣሦᏤ
2.Ў 2.1 ၗྍߥӸፕ ޑᄊаϸᔈрᓸΚރࢬѨ܈ߥӸޑHobfoll(1989)ගрၗྍߥӸፕ(CORፕȑǶԜፕЬाҔٰၗྍ ύх֖ΑჴᡏၗྍǵځǴނ٣ޑကࣁঁΓᇡࣁԖሽॶۓޑၗྍǶၗྍޑख़ຎ܌ځຝǴЬঁᡏᎦǵߥៈϷߥӸ ғࢲచҹǵঁΓቻϷૈໆၗྍѤঁϩᜪǶCOR ፕаȨ଼நፕȩࣁᢀᗺǴख़ӧଷঁᡏᏱԖ܈લЮব ᑈཱུᓸΚǶаCOR ՉᓸΚ܈ᓸΚ܄ཱུᓸΚϐԋǴԶౢғᓬᓸΚǵؼ܈ᓸΚ܄٤ၗྍǴջёᗉխӍᓸΚǵӍ ကϩᜪǴϩࣁჴᡏၗྍǵۓ௦ҔHobfoll(1989)ϐၗྍزϐԖΒεय़ӛࣁȨၗྍࢬѨȩϷȨၗྍߥӸȩय़ӛǶҁࣴ ғࢲచҹၗྍǵঁΓቻၗྍϷૈໆၗྍǴаሦᏤ॥ǵᓬᓸΚᆶπբᕮਏΟᅿၗྍϐ໔ޑᜢ߯Ǻ πޑሦᏤ॥ǴԶቹៜឦځሦ፦ቹៜޑՅǴϺғᆶϐॿٰفᄽख़ाתӧಔᙃύޣ) ሦᏤ॥ǺሦᏤ) ϐЍǴޣሦᏤډڙΓቻၗྍǹԶឦঁܭନаঁΓᎶΚϷቹៜΚሦი໗ǴឦޣᇡࣁǺሦᏤزբᄊࡋǶҁࣴ ჴᡏၗྍǶܭӭၗྍǴჹಔᙃౢғଯࡋ۸၈ࡋԶගܹπբᕮਏǴ߾ឦ׳ډឦஒள (Β) ᓬᓸΚǺSelye(1987)ᇡࣁय़ჹᓸΚྍԶౢғޑ҅ӛᆣᆶᑈཱུᆣϐΓ፦ޑឦǴёૈౢғၨӭޑߦ ᇡࣁǺᓬᓸΚࢂزӛշ(ඵ఼Ǵ2013)ǶӢԜǴҁࣴ҅ޑӭ׳ှ،БਢǴඹಔᙃٰޑӚᅿёૈפᐒǴ൨܄ ΓቻၗྍǶঁܭၗྍǴឦޑᓸΚלܢёᔅշঁᡏ ኧໆǵࠔ፦ᆶޑख़ε٩ᏵǴπբᕮਏࣁঁΓჹπբଅޑΟ) πբᕮਏǺᕮਏதҔٰᑽໆπჹҾଅࡋ) πբᕮਏǴԶޑЍǴၲԋؼӳޑಔᙃΓΚၗྍܭሽॶǶSchermerhorn(1989)ගрǴπբᕮਏ=ૈΚ*Ѝ*ոΚǶҗ ໆၗྍǶૈܭᇡࣁǺπբᕮਏឦزΚ߄Տۚ२ՏǶӢԜǴҁࣴૈځǴޣոΚǴऩԖૈΚѐֹԋπբޑᜫཀбрѸा 2.2 ሦᏤ॥ ကۓ) ሦᏤ॥) ကᇡࣁࢂаঁΓΓۓীǴ2010)Ƕ؋ੀՙ(2018)ჹȨሦᏤȩذڬ)ಔԋ܌ሦᏤ॥߯җȨሦᏤȩᆶȨ॥ȩΒຒ ၸำǴٰЇᏤიޑΓሞϕҬϕቹៜǴ፟ϒࢌΓࡰචϐΚǴၮҔΓሞᜢ߯ϐቹៜΚϷྎ೯ޗ፦ࣁ୷ᘵǴᆶ ॥ࡋޑಞᄍբ॥ǴЪૈቹៜдΓځՉࣁ߄ǴᙖҗޑကࣁঁΓϐϣ఼ۓᡏԋၲԋಔᙃҞϐՉࣁǶԶȨ॥ȩϐ ǴቹៜឦჹಔԖၗྍϷឦЈሡ܌፦ǴၮҔϦљޣကሦᏤ॥ࣁǺаሦᏤۓزেǴ2001)Ƕҁࣴذፓ(इ ᡏሡाϷಔᙃᔼϐҞǶঁىᅈډᙃᇡӕǴаӅӕၲ (Β) ሦᏤ॥ϐᑽໆᄬय़ ǶࣴۺύεҽаҬܰࠠሦᏤϷᙯඤࠠሦᏤࣁਡЈཷزࣴޑYukl(1997)ᇡࣁவ1980ԃжّϞǴӧ࣬ᜢሦᏤፕ Ե؋ੀՙ(2018) аȨᙯඤࠠሦᏤȩǵȨҬܰࠠሦᏤȩୖزࡋǵङඳᆶᢀᗺӚԖৡ౦ǶҁࣴفزࣴޑӢሦᏤ॥ޣز Ƕ܄ቫय़ٰऍᙴᏢౢሦᏤ॥ϐৡ౦ঁٿ
лтт زΟ) ሦᏤ॥ϐ࣬ᜢࣴ) Ǵ่݀ᡉҢЬᆅሦᏤ॥زዐጪӵ(2015) аπբΕࣁύϟᡂǴЬᆅሦᏤ॥ჹππբᕮਏϐቹៜࣴ ჹππբᕮਏԖᡉ҅ӛቹៜǶഋᏢႳ(2015) аЬᆅሦᏤ॥ࣁυᘋᡂǴಔᙃࡹݯՉࣁჹπբᕮਏϐቹ ಔᙃࡹݯՉࣁᆶډڙៜǴ่݀ᡉҢЬᆅሦᏤ॥ჹಔᙃࡹݯՉࣁᆶπբᕮਏϐ໔ౢғυᘋਏ݀ǹે๎ᕮਏၨܰ Ǵ่݀ᡉҢܰࠠሦᏤ॥ჹಔزϐࣴ܄ቹៜǶಷဃ፣(2017)ӧሦᏤ॥ǵಔᙃংᆶπբᕮਏᜢᖄޑЬᆅሦᏤ॥ ᙃংϐӚᄬय़֡ࣁᡉቹៜਏ݀Ƕ 2.3 ᓬᓸΚ ကۓ) ᓬᓸΚ) ஒᓸΚ٩πբाځᆣϸᔈǶޑᓸΚǴࢂࡰঁᡏჹᓸΚྍԖ҅ӛޑSelye(1987)ബΑEustressຒж߄҅ӛ ᓸΚϷ҅܄ᙌӜຒǺӵᑈཱུᓸΚǵؼޑჹᓬᓸΚ߾ԖӭᅿޣϩࣁᓬᓸΚ(Eustresss)Ϸॄय़ᓸΚ(Distress)Ƕ୯ϣᏢ ᓸΚӢᔈౣǴаჴঁᡏҞޑрၨ٫פय़ჹୢᚒǵܭπӛஒᓸΚຎࣁࡷᏯǴ߿ޑΓ܄ӛᓸΚǶᑈཱུ ୢᚒှ،ϐБݤǴԶගϲԾפՉǴ൨ڗπǴӧय़ჹπբॄਔǴӛЬ௦ޑΓଯ܄ȐCrant, 2000ȑǶᑈཱུ ഢࡷᏯᓸΚྍǴஒڀ፦,ӕਔޑΓଯ܄ကࣁǺᑈཱུۓஒᓬᓸΚزǶҁ่ࣴ݀܄πբᕮਏǴ҅य़πբᓸΚౢғؼي ᓸΚᙯϯࣁΚϐᑈཱུЈϸᔈǶ ȐΒȑᓬᓸΚᑽໆᄬय़ ᗺቻӢનǴቹៜᓬᓸΚԶౢғፓբҔǶᓬڋϷ܄Nelson ᆶSimmons(2004)ගрঁᡏᢀЬကǵ୲ ǴϸᔈΑঁޕԛࢂҞځໆٰྍǶૈޑᐟำࡋΨၨଯǴࢂֹԋπբҺ୍ڈЈགǴϸᔈޑԖᑈཱུڀᓸΚ२Ӄᔈ ඓඝำࡋǴޑჹၸำکϩޑǴϸᔈঁᡏჹ٣ҹ܄ᡏय़ჹҺ୍ҞǴϷֹԋҞԶ߄рϐ୲ࡋǶಃΟǵёᆅ ǴۺཷޑᒍϷᅈཀࡋ࣬ᜢ܍ޑᅿᑈཱུຑǶಃѤǵπբΕࢂჹπբޑඓඝၗྍيਔǴԾाޑӧঁᡏय़ჹᕉნ ਔ໔ֹԋπբҞǶаπբᓸΚྍբҔΠҾπϐᑈཱུЈϸᔈࣁޑϐҺ୍ǴԾᜫбрᚐѦيҁܭᡏݙঁ ቻǴᓬᓸΚࢂӭᆢࡋޑЈ่ᄬǶ زΟ) ᓬᓸΚ࣬ᜢࣴ) ਏૈᆶך׆ఈϷԾکНѳቚуǴғࢲᅈཀࡋНѳΨගଯǴᓬᓸΚޑO’SullivanȐ2011ȑᇡࣁǴᒿᓬᓸΚ Ǵ่݀ᡉҢ:ӧᑈཱུز࣬ᜢᜢ߯ࣴޑғࢲᅈཀࡋև҅࣬ᜢǶмఃǵ݅०߁Ȑ2012ȑаཥΕᙍπᑈཱུᓸΚᆶπբΕ ᑈཱུޑӭ׳ᏱԖޑπᡉޑǹπբԃа㚵܄ζܭᡉଯ܄ت㞄ৡ౦Ǵ܄ᓸΚБय़,ӧᑈཱུགᆢࡋӸӧ ᓸΚჹπբ܄ǴؼٯǴᑈཱུᓸΚᆶπբΕϐ໔ᡉ҅࣬ᜢǶѯᡫȐ2016ȑаᙴៈπբΓࣁ܄ёᆅکག ᓸΚᆶ܄ਏૈགᆶπբ॰࡙֡ևᡉॄ࣬ᜢ,ᙴៈΓؼךᓸΚǵԾ܄ᡉҢ:ᙴៈΓؼ่݀ځቹៜǴޑ॰࡙ ፓբҔǶޑᓸΚᆶπբ॰࡙ϐ໔Ӹӧᡉ܄ਏૈགӧᙴៈΓؼךਏૈགᡉ҅࣬ᜢ;ԾךԾ 2.4 πբᕮਏ ကۓȐȑπբᕮਏ
ຑྗ߾ΠޑΚჹπբጄൎϣϐбрǴऩૈӧᕮਏૈيගϲᆶׯ๓ǶπаԾޑಔᙃനமፓπϐπբᕮਏ ࡋᇡࣁπբᕮਏࢂࡰفޑႣයπբᕮਏ (चϡǴ2017)ǶவғౢΚޑᡏόӕঁঁډዛᓰǴωૈၲޑзΓᅈཀډள ۓҞǵ٩ᙍ୍ೕޑයఈ܌ကࣁǺಔᙃԋǴֹԋಔᙃۓஒπբᕮਏزำࡋǵሽॶǶҁࣴޑଅ܌πբܭჹޣπբ Ƕ่݀ޑՉࣁԶჹԜ߄๏ϒᑽໆޑ߄рٰ܌ਔǴՅሡفޑаϷߚ҅Ԅϯ ȐΒȑπբᕮਏᑽໆᄬय़ όӕᕮਏԵਡБݤǴڗόӕǴԶ௦ޑ፦ϐৡ౦܄πբޑਥᏵಔᙃᔼϐࠠᄊǴ٩Γޣπբᕮਏϐᑽໆࣁᆅ ҞǶޑҾႣයډᕮਏᆅǴаၲޑԖԋ܌բࣁಔᙃϣ ௗᜢ߯πӧӝЯ҅ԄޔȩǶԜ่่݀݀ޑࣁȨππբۓBormanᆶ MotowidloȐ1993ȑஒȨҺ୍ᕮਏȩǴࣚ ΠǴԾᜫाڋமޑำࡋǶȨે๎ᕮਏȩࢂπคಔᙃޑҺ୍ۓǴаϷֹԋಔᙃࡰाޑΓπբঁܭՅΠǴჹف ௦ҔBorman ᆶزՉࣁǶӢԜǴҁࣴޑ၈ǵϣӝբаϷᔅշдΓޑԖֹԋҺ୍ڀՉߚ҅ԄࢲਔǴ ᄬय़ٰπբᕮਏǶঁٿගрǴஒπբᕮਏϩࣁȨҺ୍ᕮਏȩᆶȨે๎ᕮਏȩ܌Motowidlo(1993ȑ
мйй زȐΟȑπբᕮਏ࣬ᜢࣴ ᡉҢ:Јၗҁჹπ่݀زᗛ☰ችȐ2018ȑаπᐟᓰᅈཀࡋࣁፓᡂǴЈၗҁᆶπբᕮਏᜢ߯Ƕࣴ ፓਏ݀ǴЈၗҁ҅ӛቹៜπբᕮਏǶ݅पڀբᕮਏԖᡉ҅ӛቹៜǹπᐟᓰᅈཀࡋჹЈၗҁᆶπբᕮਏ πբᕮਏځܭπբᐒჹޑᡉҢ:୍่݀زࣴځǴπբᐒᆶπբᕮਏϐᜢ߯ǶٯளȐ2018ȑаAტᓀࣁ ԖᡉޑቹៜǹЬᆅޑሦᏤ॥ჹܭ୍ޑπբᕮਏԖᡉޑቹៜǹЬᆅޑሦᏤ॥ၸ୍ޑπբᐒԶ πբᕮਏǶځቹៜ 2.5 ऍᙴᏢ ऍᙴᏢࢂѠӦᙴᕍѱཥᑫߐౢǴឦܭଯ܄ޑԾࠠᙴᕍࠔǴѬ่ӝᙴᏢޑаϷऍ ᙴᏢϷऍϐ୍ܺǶ܄Ǵౢғӝૈמ୍ܺޑ ကۓ) ऍᙴᏢ) ᙴᕍՉࣁǴޑޑᡏऍᢀࣁҞيᡍǴаׯ๓ޑԖᏢೌࡋϷᙴᏢᏢڀፁғ(2013 ) ҅ຎᙴᏢऍౢࠔ εϩǶݯᕍऍаٿȨߥ଼ऍȩکӜࣁȨऍᙴᏢȩǶᄃૠ(2007ȑஒऍᙴᏢϩࣁȨݯᕍऍȩ҅ځࢂࡺஒ ࣁᙴ୍πբΓǹߥ଼ޣᏹբ୍ܺځၨଯǴाೌמϷ܄ቫԛၨଯǴڋᏢᐕǵྣϐज़ځᙴᏢݯᕍࣁЋݤǴჹ ࣁऍৣǶऍᙴᏢౢ֡ޣᏹբ୍ܺځၨեǴᜤࡋΨၨλǴ܄ೌמǵ܄ऍ߾ࢂࡰϐऍǴᏢᐕǵ ගଯ (ᝄඁཁǴޑΨ࣬ჹࠔ፦ा୍ܺޑᙴᕍΓჹ៝࠼ܭӧଯᝡݾᕉნᓸΚΠǴჹޣឦԾҞǴᙴᕍᔼ 2013)Ƕ (Β) ऍᙴᏢவΓ ԖऍڀჹຝǶऍᙴᏢவΓزаៈᙴᏢऍৣǵऍᙴᏢऍৣϷऍᙴᏢᒌ၌ৣࣁЬाࣴزҁࣴ ׯᡂΠǴҭޑᅿᜪϐπբᙍೢϷϣΨౣԖόӕǹՠӧᙴᕍࠠᄊځΓǴೌמǴࣣᘜឦૈמϷޕᙴᏢϐ ᙍϐΠǴБૈӅځᖿ༈ǴԖӧϩπӝբӚљޑวǴࢂঁӄౚޑ୍ΓϐᕮਏϷᕮᓸΚǶऍᙴᏢܭԖឦ ӕബҾϐᡏᔼၮᕮਏǶ (1) ៈᙴᏢऍৣ ऍᙴᏢႧวϐៈऍৣਜǴ߯ࡰԖៈྣϷऍৣЧભаޑΓǴӧᙴৣޑᅱ࿎ϐΠǴό ᙴᕍࠔ፦ޑǵಒጏЪӄय़ֹ׳ٮշவ٣ऍᙴᏢᙴᕍ୍ǴගڐӧᙴৣࡰᏤΠՉᙴᕍՉࣁǴࣁᙴৣ܈ёᐱҥ ԖៈྣᆶऍৣྣϐऍᙴᏢπբΓǶڀကៈᙴᏢऍৣࣁۓزȐඁǴ2008ȑǶҁࣴ (2) ऍᙴᏢऍৣ ޑวੱϷೌࡕߥᎦٳݯᕍচǵᔈੱǵޑԖӚᅿᕍำڀԖऍৣྣϐऍᙴᏢπբΓǴӕਔᔈڀࣁ ᇥܴǵߚޑᕍำǵᕍำࡕ܈ǵࢱᖍ֩ڕޑǴ҇108ȑǶऍᙴᏢऍৣπբᙍඓࣁՉೌەںȐֺޕӚᅿ ကऍᙴᏢۓزπբȐᝄඁཁǴ2013)Ƕҁࣴޑ୷ᘵߥᎦऍᙴᏢᕍำޑഢπբϷᕍำᏹբǵᕍำೌࡕྗޑ܄ߟΕ ϐऍᙴᏢπբΓǶޕӚᅿޑԖऍৣྣᆶೌࡕߥᎦڀऍৣࣁ (3) ऍᙴᏢᒌ၌ৣ ၸ૽ግϐΓǶऍᙴᏢᒌ၌ৣǴڙᡫࢲϷ୍ܺǴӕਔޑ፦Ǵӵ୍ޑԖᆶΓྎ೯ڀᒌ၌ৣᔈ ԋфऍᙴᕍҾሡाޑᓬ༈ǶԖεໆޑϷᙴᕍഢೌמৎޑᎍ୧ᗺǴࢂӧᎍ୧ᙴᕍޑకܫԖόᇸܰڀ زϐᙴᕍ୍Γٰബଯᕮਏ(ᝄඁཁǴ2013)ǶҁࣴૈמΓሞᜢ߯ϷሦᏤޑഢؼӳڀഢᙴᕍ୍፦Ǵڀ೭ဂ ीਢǴԶബϦљᔼၮᕮਏҞޑᡏऍଓډ࠼ၲ៝ٮǴගޕကऍᙴᏢᒌ၌ৣࣁаऍᙴᕍ࣬ᜢۓ ϐவΓǶ
Бݤزࣴ .3 ࢎᄬزࣴ 3.1 ԾޑزࢎᄬǶаȨሦᏤ॥ȩࣁҁࣴزϷ࣬ᜢЎࡕǴวрҁࣴޑᐒǵҞزࢎᄬࢂ่ӝаࣴزࣴ ҢǺ܌˞ᡂኧǴȨπբᕮਏȩࣁ٩ᡂኧǴᆶȨᓬᓸΚȩࣁύϟਏ݀Ƕӵკ
мйк ࢎᄬკزკ 1 ࣴ ଷزࣴ 3.2 ଷύǴزࣴஒଞჹሦᏤ॥ǵᓬᓸΚаϷπբᕮਏΟঁᄬय़໔ϐଷှញǴӕਔᇥܴزҁࣴ ЍǶޑزჴࣴ () ሦᏤ॥ᆶπբᕮਏϐᜢᖄ ᜢ߯ǴಔᙃԋӢሦᏤޑჹຝǴวӧሦᏤ॥ᆶπբᕮਏ໔زCampbell(1990ȑаᙴᕍᐒᄬΓࣁЬाࣴ ޣሦᏤ॥ǵБԄǴӧππբᕮਏޑ߄ӸԖ҅ӛᡉᜢᖄ܄Ƕഋഩࣦ(2007)ଞჹѠӦߥᓀ୍Ǵࣴ ߄ޑਏǶࡼֱ⪭(2006)ΨගрπӧπբᕮਏޑวᙯඤࠠሦᏤ॥ϐЬᆅӧππբᕮਏևрၨଯز :ගрଷH1ӵΠزቹៜǶӢԜǴҁࣴޑԖᡉ҅ӛڀǴޣҬܰࠠሦᏤ॥ܭᙯඤࠠሦᏤ॥ाଯ H1ǺȨሦᏤ॥ȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ H1-1ǺȨᙯඤࠠሦᏤȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ H1-2ǺȨҬܰࠠሦᏤȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ (Β) ሦᏤ॥ᆶᓬᓸΚϐᜢᖄ ᡏǴᑈཱུᓸΚϸᔈനଯǴཱུᓸΚϸᔈനեǶ٩ᏵၗྍߥӸፕǴሦᏤаঁޑҡ݅(2005)ᇡࣁόӕሦᏤ॥Π ගрଷزၗྍǶӢԜǴҁࣴޑᓸΚלܢ॥ٰЇᏤឦǴԶЇว҅ӛᑈཱུᆣǴᔅշঁᡏౢғޑΓ፦ၗྍঁ H2ӵΠ: H2ǺȨሦᏤ॥ȩჹȨᓬᓸΚȩԖᡉ҅ӛቹៜ H2-1ǺȨᙯඤࠠሦᏤȩჹȨᓬᓸΚȩԖᡉ҅ӛቹៜ H2-2ǺȨҬܰࠠሦᏤȩჹȨᓬᓸΚȩԖᡉ҅ӛቹៜ (Ο) ᓬᓸΚᆶπբᕮਏϐᜢᖄ ᓸΚᆶπ܄πբᕮਏǴؼ܄όӕǴӸӧৡ౦ޑǴӢঁΓङඳቻ܄ϐբҔឦ܄Ӎک܄ؼޑπբᓸΚԖᚈख़ բᕮਏև҅࣬ᜢϐᜢ߯ǹӍ܄ᓸΚᆶπբᕮਏևॄ࣬ᜢϐᜢ߯ (ដ᐀ޱǴ2011)ǶAbramis(1994)ࡰраπբᓸΚ ᓸΚёаቹៜπբᕮਏǴև܄πբᕮਏϐቹៜਏ݀ǴؼޑᓸΚྍύౢғόӕޑ܄ᜢ߯Ǵவόӕឦޑྍჹπբᕮਏ ගрଷH3ӵΠǺز҅࣬ᜢϐᜢ߯ǶӢԜǴҁࣴ H3ǺȨᓬᓸΚȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ H3-1ǺȨᑈཱུགȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ H3-2ǺȨҞޕȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ H3-3ǺȨёᆅ܄ȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ H3-4ǺȨπբΕȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ (Ѥ) ᓬᓸΚჹሦᏤ॥ᆶπբᕮਏϐ໔ޑύϟਏ݀ ޑϯ܄ࡋǶሦᏤёа೯ၸჹπՉΓفཥޑᑫଆǴᓬᓸΚࢂ߈ԃٰಔᙃՉࣁύ࣮ࡑᓸΚޑᑈཱུЈᏢၮ πբᕮޑԶගଯπ׳ᑈཱུᓸΚНѳǴޑሦᏤ॥ǴளаගଯπޑၰቺНѳࡼǴၮҔόӕޑيᜢᚶǴගϲԾ ޑǴᇡࣁόӕزࣴޑύϟբҔޑ࣬ᜢǶᑈཱུᓸΚ҅ޑπբᕮਏϐ໔ǴԖߚதᡉکሦᏤ॥ǵᓬᓸΚޑਏǶόӕ ගрଷزሦᏤ॥ǴૈᡉගଯπᑈཱུᓸΚНѳǴӢԜගϲΑπբᕮਏ(ᒘੀථǵቅआǴ2013)ǶӢԜǴҁࣴ H4ӵΠǺ мйл Ԗύϟਏ݀ڀH4ǺȨᓬᓸΚȩӧȨሦᏤ॥ȩᆶȨπբᕮਏȩϐ໔ ကۓ܄ᡂᆶᏹբزࣴ 3.3 ϣӅԖΟঁҽǴಃҽࣁሦᏤ॥ໆ߄ǹಃΒҽࣁᓬᓸΚໆ߄ǹಃΟڔፓݤǶୢڔ௦Ҕୢزҁࣴ ҽࣁπբᕮਏໆ߄Ƕ ကϷᑽໆᚒ߄ۓ܄)ሦᏤ॥ᏹբ) ကۓȐ1ȑᏹբࠠ ύǴεҽаȹᙯඤࠠሦᏤȹϷȹҬܰࠠሦᏤȹࣁਡزࣴޑYukl(1997)ᇡࣁவ1980ԃжّϞǴӧ࣬ᜢሦᏤፕ ᅿ่݀Ǵࢂࡌҥӧճޑவᆶ۸၈ࢂϦѳҬܰޑޣҬܰԄሦᏤǴឦჹሦᏤܭፕᘜᜪࣁឦޑǶۺЈཷ Ҭඤޑ୷ᘵǶҬܰޑϦѳ܄܌ౢғޑሦᏤΚǴԖނ፦ǵߎᒲޑճҬඤϷᆒઓགޑҬࢬǶᙯඤࠠሦᏤૈ ᒍǴаߦಔᙃᡂ܍ᆶޕᇡޑᆶᜫఈǴӧಔᙃᡂॠၸำύǴၸሦᏤٰࡌҥឦჹಔᙃҞӝಔᙃԋӅӕሡ่ ǴቹៜឦԖၗྍϷឦЈሡ܌፦ǴၮҔϦљޣကሦᏤ॥ࣁǺаሦᏤۓزǴ2015) Ƕҁࣴ⪬ەཥ (׳ॠ ǶޑҞޑᡏሡाϷಔᙃᔼҞঁىᅈډჹಔᙃᇡӕǴаӅӕၲ ໆ߄ٰྍ (2) ϐزׯࣁȨሦᏤЬᆅȩ а಄ӝҁࣴ׳ߏȩ܌௦Ҕ؋ੀՙ(2018)ϐሦᏤ॥ᡂໆ߄ǴஒᚒϐᙍᆀȨزҁࣴ ᄬय़ǴϩձࢂᙯඤࠠሦᏤϐᚒࣁ1~6ᚒǴҬܰࠠሦᏤϐᚒࣁ7~10ᚒǶሦᏤ॥ঁٿᙍᜪձᙍᆀǶҁໆ߄ӅԖ ໆ߄Ǵӵ߄1܌Ң: ߄ 1 ሦᏤ॥ໆ߄ ᄬय़ ᚒϣ ҺՖ֚ᜤޑय़ᖏ܌ଆլܺπբךک࣬ߞሦᏤЬᆅך .1 ႴᓰךሦᏤЬᆅӦ๏ϒ .2 ჹಔᙃԖ۸၈གךሦᏤЬᆅ٬ .3 ᙯඤࠠሦᏤ ᢀᗺय़ჹ٣ޑаཥךሦᏤЬᆅЇሦ .4 ߄儁፞ϷགᖴךπբӳਔǴሦᏤЬᆅჹעך .5 ॺၲԋҞךշڐሦᏤЬᆅࡋ٠ .6 ዛ፞൩၀ӳব٤٣ډǴགྷाளךሦᏤЬᆅນ .7 ᜢೱޑዛၿ໔ԖܴᡉޑགྷᕇளךոΚᆶޑჹπբך .8 ҬܰࠠሦᏤ ոΚπբךՋǴҔаᐟᓰܿޑډགྷளךሦᏤЬᆅ๏ϒ .9 ዛ፞ޑٮගሡޑሦᏤЬᆅଞჹόӕΓ .10 (ၗٰྍǺ؋ੀՙ(2018 ကϷᑽໆᚒ߄ۓ܄Β) ᓬᓸΚᏹբ) ကۓ܄ᏹբ (1) ޑౢғ܌ᓸΚϸᔈکᓸΚ٣ҹܭကࣁȨჹۓϯǴബΑEustressຒǴஒᓬᓸΚۺᓸΚཷޑSelye(1987)ஒ҅ӛ ޑයఈҞډᐒаၲٮྍᆀϐࣁᓬᓸΚǴࢂගלᓸΚჹޑౢғᑈཱུ܌ᆣޑӛᑈ่ཱུ݀ȩǶӢԜǴ҅ӛᑈཱུ҅ ᓸΚྍǴஒᓸΚᙯϯࣁΚϐᑈཱུЈϸᔈǶ܄ഢࡷᏯڀ፦,ӕਔޑΓଯ܄ကᓬᓸΚࣁǺᑈཱུۓزᅿΚໆǶҁࣴ ໆ߄ٰྍ (2) ໆ߄ٰྍ߾ЇҔԾNelson ᆶځি(2011)ԾՉࣴวϐҾπᓬᓸΚѤᆢࡋ่ᄬໆ߄Ƕۃ௦Ҕቅزҁࣴ Simmon(2004)ᓬᓸΚໆ߄ǴӅϩࣁѤঁᄬय़Ǻᑈཱུགϐᚒࣁ1~3ᚒǵҞޕϐᚒࣁ4~7ᚒǵёᆅ܄ϐᚒ ҢǺ܌ࣁ8~10ᚒϷπբΕϐᚒࣁ11~13ᚒǶᓬᓸΚໆ߄Ǵӵ߄2
мйм ߄ 2 ᓬᓸΚໆ߄ ᄬय़ ᚒϣ ӧπբύᆒΚк؊ך .1 πբਔкᅈך .ᑈཱུག 2 πբਔЈ໒ਟך .3 కܫ୲ֹԋЋᜐπբԶόύךࣁΑֹԋҞǴ .4 πբҺ୍کԾӝӼ௨πբਔ໔ך . 5ޕҞ ،ݤѐှךഞྠǴډၶ .6 ೯ၸӚᅿ৩ֹԋΑπբҞך .7 ٣ਔǴวԾρ҅ዴӦຑሽѬ܈ୢᚒډၶ .8 วޑ٣ڋૈך .9 ܄ёᆅ ၰӵՖѐޕΨךढ़ғᕉნύǴܭջ٬ೀ .10 ᇡࣁπբॶளбрך .11 ԾᜫуךπբΕ 12. ࣁΑπբ זπբਔǴགਔ໔ၸளࡐ .13 (ি(2011ۃၗٰྍǺቅ ကϷᑽໆᚒ߄ۓ܄Ο) πբᕮਏᏹբ) ကۓ܄πբᕮਏᏹբ (1) ගϲޑπբᕮਏനԖਏπբᕮਏǴӢԶཱུΚӧଓޑಖࢂឦۈޑύǴಔᙃനᜢЈزࣴޑᐕԃٰӧಔᙃՉࣁ ຑΠޑπբૈΚጄൎϣϐбрǴऩӧᕮਏي౦ǴπჹԾ܌ำࡋӚԖޑख़ຎ܈ޕᇡޑБݤǶՠঁΓჹπբᕮਏޑ аۓҞǵ٩ᙍ୍ೕޑයఈ܌ကπբᕮਏࣁǺಔᙃԋǴֹԋಔᙃۓزႣයਏ݀ǶҁࣴډዛᓰǴωૈၲޑᅈཀډள Ƕ่݀ޑՉࣁԶჹԜ߄๏ϒᑽໆޑ߄рٰ܌ਔǴՅሡفޑϷߚ҅Ԅϯ ໆ߄ٰྍ (2) ዕግࡋǴჹಔᙃޑπբጄൎϣ߄يᄬय़:Һ୍ᕮਏǺӧҁٿ௦Ҕ၇൏(2016)πբᕮਏໆ߄ǴӅϩࣁزҁࣴ ዕޑଅǴԶ߄р܌ѬࢲϐਏૈҭԖځҺ୍аѦǴჹಔᙃيଅǴᚒࣁ1~3ᚒǶે๎ᕮਏǺԾ܌ਡЈԖೌמ ግࡋǴᚒࣁ4~6ᚒǶπբᕮਏໆ߄Ǵӵ߄3܌ҢǺ ߄ 3 πբᕮਏໆ߄ ᄬय़ ᚒϣ ٣ӃीჄ٠Ӽ௨ࡋךπբǴޑೢॄ܌ܭჹ.1 ѯמޑ๓ၮҔྎ೯ִૈךҺ୍ᕮਏ 2.ӧπբǴ ᕮਏҞޑۓु܌Ϧљډததૈၲך.3 ࡐཀᆶӕ٣ӝբ٠ֹԋҺ୍ךӧϦљǴ .4 གྷݤޑதӧπբගрձϷബཥך .ᕮਏ 5๎ે πբޑதЬௗΠᚐѦך .6 (ၗٰྍǺ၇൏(2016 Бݤڔჹຝᆶୢزࣴ 3.4 ܫวڔ) ෳୢ) ϐऍவΓǴхࡴៈᙴᏢऍৣǵऍᙴᏢऍৣϷऍᙴᏢᒌ၌ৣࣁ܌аଯѱऍᙴᏢບزҁࣴ ϐऍவΓǴՉय़ჹय़Ⴃ၂Ƕ܌ёߞࡋǴೖຎଯѱऍᙴᏢບڔǴࣁගଯୢܫวڔፓჹຝǶ҅Ԅୢڔୢ 30ҽǴՉෳीϩǶڔӅӣԏԖਏୢڔ٠ୖԵӣᙟǴаᔠຎໆ߄ᆶኬҁჴሞπբϐຠӝࡋǶෳୢ (Β) ෳߞࡋϩ ᄬय़ՉߞࡋϩǴሦᏤ॥ǵᓬᓸΚϷπբᕮਏCronbach’s αॶϩձࣁ0.936ǵ0.886Ϸزϣϐࣴڔଞჹୢ Ƕ܄Ԗଯࡋठڀڔ0.7ϐଯߞࡋྗǴᡉҢҁୢܭ0.844Ǵኧॶ֡ε
мйн 4. ၗϩϷीϩ ϐଷزՉϩǴၮҔӚᅿीБݤаᡍҁࣴڔ೬ᡏǴଞჹӣԏϐԖਏୢހ ၗ௦Ҕ SPSS 24ڔୢزҁࣴ ीϩ܄ΓαᡂϐኬҁՉ่ᄬϩǶаߞࡋϩෳໆӚᄬय़ໆ߄ϐёߞำࡋǶ௶ॊزᇥǶϩϣࣁҁࣴ ϐঁΓᡂჹӚᄬय़ϐ܄ϩӧόӕឦ܄ж߄ϐཀကǶৡ౦܌ځᡏаϷηҞϐѳ֡ኧᆶྗৡբКၨǴ٠ᇥܴ ᡂϐ࣬ᜢϩǶനࡕ٬Ҕӭϡᘜϩٿٿᄬय़ՉPearson࣬ᜢϩǴΑှزᡏаϷӚηᄬय़ϐளϩǶӧӚࣴ ж߄ϐཀကǶ܌ځቹៜᜢ߯ࢂցӸӧǴ٠ᇥܴޑଷᇥύزǴаᡍࣴ ӣԏ่݀ᆶኬҁ่ᄬϩڔୢ 4.1 ӣԏ่݀ڔ) ୢ) ӣԏڔǴԖਏୢڔჹຝǴᕴीӣԏ171ҽԖਏୢزኬݤǴаଯѱऍᙴᏢவΓࣁࣴܜ௦Ҕҥཀزҁࣴ ࣁ85.5%Ƕ (Β) ኬҁ่ᄬϩ ԃសቫय़ٰ࣮Ǵ25ྃаΠ՞ᕴΓኧ16.4%ǹ26-35ྃ՞ᕴΓኧ33.3%ǹ36-45ྃ՞ᕴΓኧ40.4%ǹ45ޑፓჹຝڙ ԛࣁ26-35ྃϐ໔ǴಃΟࣁ25ྃаΠǴനϿ߾ࣁ45ځೖԃសቫനӭࣁ36-45ྃϐ໔Ǵڙزа՞ᕴΓኧ9.9%Ƕҁࣴྃ ݩǴคηζރԖคηζޑፓჹຝڙݩǴ҂ஆᕴΓኧ48.5%ǹςஆ՞ᕴΓኧ 51.5%Ƕރஆ࠷ޑፓჹຝڙаǶྃ ԛ ࣁ 4-5՞ᕴΓኧ21.6%ǹ ځДԏΕ3-4Γ՞ᕴΓኧ62.6%ǹޑፓჹຝڙ՞ᕴΓኧ52.6%ǹԖηζ՞ᕴΓኧ47.4%Ƕ ௲ػำࡋǴଯύ(ᙍ) ՞ᕴΓኧ18.7%ǹޑፓჹຝڙಃΟࣁ5-6՞ᕴΓኧ 10.5%ǹന Ͽ߾ ࣁ 6а՞ᕴΓኧ5.3%Ƕ ᙍᆀǴៈᙴޑፓჹຝڙύаεᏢ()Ꮲᐕ՞КനଯǶځа՞ᕴΓኧ7.6%Ƕ܌زεᏢ()Γ՞ᕴΓኧ73.7%Ǵࣴ Ꮲऍৣ՞ᕴΓኧ28.7%ǹऍᙴᏢऍৣ՞ᕴΓኧ43.3%ǹऍᙴᏢᒌ၌ৣ՞ᕴΓኧ28.1%ǶаऍᙴᏢऍৣۚ ӭǶஒኬҁ่ᄬԛኧӵ߄4܌Ң: ߄ 4 ኬҁ่ᄬԛኧ߄ Ҟ ᜪձ ԛኧ ԭϩК ಕᑈԭϩК 25 ྃаΠ 28 16.4 16.4 26-35 ྃ 57 33.3 49.7 ԃស 36-45 ྃ 69 40.4 90.1 45 ྃа 17 9.9 100.0 ᕴी 171 100 ҂ஆ 83 48.5 48.5 ݩ ςஆ 88 51.5 100.0ރஆ࠷ ᕴी 171 100 ค 90 52.6 52.6 ηζ Ԗ 81 47.4 100.0 ᕴी 171 100.0 3-4 107 62.6 62.6 4-5 37 21.6 84.2 ДԏΕ 5-6 18 10.5 94.7 6а 9 5.3 100.0 ᕴी 171 100.0 ଯύ(ᙍ) 32 18.7 18.7 εᏢ() 126 73.7 92.4 а 13 7.6 100.0܌ز௲ػำࡋ ࣴ ᕴी 171 100.0 ᕴी 171 100.0
мйо ߄ 4 ኬҁ่ᄬԛኧ߄(ុ) ऍᙴᏢऍৣ 74 43.3 71.9 ऍᙴᏢᒌ၌ৣ 48 28.1 100.0 ᕴी 171 100.0 4.2 ߞࡋϩ ӚᄬزёߞำࡋǶҁࣴޑᄬय़زࣴۓϷᔠ܄ۓϷᛙ܄٬ҔCronbach’s αБݤٰෳໆໆ߄ࢂցԖϣठزҁࣴ Ԗଯڀୢޑز0.7ǴᡉҢҁࣴܭय़ϐCronbach’s αॶǴሦᏤ॥ࣁ0.906ǴᓬᓸΚࣁ0.883ǵπբᕮਏࣁ0.789Ǵࣣε ߞࡋǶ 4.3 ௶ॊ܄ीϩ ಄ӝำࡋຫଯǶޕޣೖڙ٩Likertϖᗺໆ߄ीϩǴനեϩࣁϩǴനଯϩࣁϖϩǴϩኧຫଯ߾߄Ңڔୢزҁࣴ ݩǴሦᏤ॥ѳ֡ளϩࣁ3.87ǴᓬᓸΚѳ֡ளϩࣁ4.05Ϸπբᕮਏѳ֡ளϩࣁ3.95ǶӚރी܄Ӛᡂϐ௶ॊزҁࣴ ᡂѳ֡ኧࣁύ໔ୃǴԶаᓬᓸΚࣁᡂѳ֡ளϩനଯǶ () ሦᏤ॥
ᄬय़ǴᙯඤࠠሦᏤѳ֡ࣁ3.94ǴҬܰࠠሦᏤѳ֡ࣁ3.78ǴঁٿݩǴሦᏤ॥ϩࣁރሦᏤ॥ϐηᄬय़ीϩ ύ໔ୃଯǶܭݩឦރޑᡏᄬय़ѳ֡ࣁ3.87ǴሦᏤ॥ ѳ֡ኧӧ3.68Կ4.05ϐ໔ǴԶྗৡ߾ӧ0.768Կ0.843 ϐ໔ǶޑሦᏤ॥ᄬय़ӅԖ10ঁୢǴӚᑽໆୢزҁࣴ עךࢂB05ᚒȨޑॺၲԋҞȩ4.05ǴԛଯךշڐB06ᚒȨሦᏤЬᆅࡋ٠ޑ္ڔύѳ֡ኧനଯࢂୢځ ឦၲԋπܭշԖշڐޑϐкϩϷਔޣ߄儁፞Ϸགᖴȩ3.96ǶаԜፕሦᏤךπբӳਔǴሦᏤЬᆅჹ B09ᚒȨሦᏤЬޑπբΚǶѳ֡ኧനեޑᢌᆶᇡӕૈ๏ϒឦமεޑޣբҞǴԶឦၲԋҞਔǴሦᏤ ޑٮගሡޑB10ᚒȨሦᏤЬᆅଞჹόӕΓޑոΚπբȩ3.68ϷԛեךՋǴҔаᐟᓰܿޑډགྷளךᆅ๏ϒ ϐۓᆶπբԋ൩Ǵ๏ϒόӕϐሦᏤБԄǴԶၲԋಔᙃुᔈΑှឦঁձϐπբሡޣዛ፞ȩ3.76ǶаԜፕǴሦᏤ ঁΓᆶიᡏᕮਏǶ (Β) ᓬᓸΚ ܄ѳ֡ࣁ4.24ǴёᆅޕݩǶᓬᓸΚϩࣁѤঁᄬय़Ǵᑈཱུགѳ֡ࣁ4.05ǴҞރᓬᓸΚϐηᄬय़ीϩ ύ໔ୃଯǶܭݩឦރޑѳ֡ࣁ3.77ǴπբΕѳ֡ࣁ4.06Ǵᡏᄬय़ѳ֡ࣁ4.05ǴᓬᓸΚ ѳ֡ኧӧ3.65Կ4.32ϐ໔ǴԶྗৡ߾ӧ0.664Կ0.814 ϐ໔ǶޑᓬᓸΚᄬय़ӅԖ13ঁୢǴӚᑽໆୢزҁࣴ ךഞྠǴډࢂC06ᚒȨၶޑȩ4.32ǴԛଯזC13ᚒȨπբਔǴགਔ໔ၸளࡐޑ္ڔύѳ֡ኧനଯࢂୢځ วȩ3.65Ϸޑ٣ڋૈךC09ᚒȨޑឦӧπբਔݙǶѳ֡ኧനեޑݤѐှ،ȩ4.30ǶаԜፕǴଯᓬᓸΚ ϷӒᐒ܄ឦલЮЬޑၰӵՖѐȩ3.67ǶаԜፕǴեᓬᓸΚޕΨךढ़ғᕉნύǴܭC10ᚒȨջ٬ೀޑԛե གޑᡫ௵ࡋϷӒᐒೀޑૈΚǶ (Ο) πբᕮਏ ᄬय़ǴҺ୍ᕮਏѳ֡ॶࣁ4.02Ǵે๎ᕮਏѳ֡ॶࣁ3.87ǴঁٿݩǶπբᕮਏϩࣁރπբᕮਏϐηᄬय़ीϩ ύ໔ୃଯǶܭݩឦރޑᡏᄬय़ѳ֡ॶࣁ3.95Ǵπբᕮਏ ѳ֡ኧӧ3.57Կ4.39ϐ໔ǴԶྗৡ߾ӧ0.622Կ0.772 ϐ໔Ƕޑπբᕮਏᄬय़ӅԖ6ঁୢǴӚᑽໆୢزҁࣴ ܌ܭࢂE01ᚒȨჹޑࡐཀᆶӕ٣ӝբ٠ֹԋҺ୍ȩ4.39ǴԛଯךE04ᚒȨӧϦљǴޑ္ڔύѳ֡ኧനଯࢂୢځ Ԗ҅य़ڀπբჹᕮਏၲԋനޑ܄ᒋӝբϷԖीฝک٣ӃीჄ٠Ӽ௨ࡋȩ4.25ǶаԜፕǴი໗ךπբǴޑೢॄ தЬௗΠᚐךE06ᚒȨޑགྷݤȩ3.57ϷԛեޑதӧπբගрձϷബཥךE05ᚒȨޑቹៜǶѳ֡ኧനե ǴЪ߄٣όᜢρϐᄊࡋǶוπբаѦϐҺ୍ǴલЮيҁܭπբȩ3.64ǶаԜፕǴჹޑѦ 4.4 ৡ౦܄ϩ ଞჹόӕङඳᡂϐऍᙴᏢவΓǴჹܭሦᏤ॥ǵᓬᓸΚᆶπբᕮਏᄬय़ϐளϩՉৡ౦܄ϩǶ ݩϷރǴࢂցӧஆ࠷ۓȩՉϩϷՉᔠۓα=0.05ӧᡉНྗΠǴՉȨᐱҥኬҁtᔠځϐঁΓᡂǴ܄ӧόӕឦ дঁΓीᡂǴӵǺԃសǵДԏΕǵ௲ػำࡋǵᙍՏǴ௦ҔȨൂӢηᡂ౦ኧϩȩǴځݩԖᡉৡ౦Ƕރηζϐ
мйп p<0.05)߾ՉSchefféݤՉ٣ࡕӭख़КၨǶаΑှόӕङඳᡂϐऍᙴᏢ)ޣǴϩࡕऩԖၲᡉНྗۓՉᔠ Ԗᡉৡ౦ݩǶڀሦᏤ॥ࢂցܭவΓჹ (1) ԃស όӕԃសӧሦᏤ॥ǵᓬᓸΚϷπբᕮਏᡂޑৡ౦Ǵӵ߄5܌ҢǶόӕԃសჹܭሦᏤ॥ᡏᄬ҂ၲp<0.05 ϐᡉНྗǶᡉҢόӕሦᏤ॥όӢԃសԶԖ܌ৡ౦ǶόӕԃសჹܭᓬᓸΚᄬय़ϷǴ45ྃаϐำࡋၨଯܭ25ྃ πբᕮਏᄬय़ၲᡉНྗ(p>0.05)Ǵ45ܭݩჹރৡ౦Ƕόӕԃស܌аΠǶҗԜᡉҢǴᓬᓸΚᡏᄬय़ӢԃសԶԖ ݩԶԖᡉৡ౦Ƕރ25ྃаΠǶᡉҢπբᕮਏᄬय़ϷӢԃសܭаၨଯྃ ߄ۓ߄ 5 όӕԃសჹӚᡂϐৡ౦ᔠ 25ྃаΠ 26-35ྃ 36-45ྃ 45ྃа Fp٣ࡕКၨ ᡂ (1) (2) (3) (4) ሦᏤ॥ 3.775 3.905 3.795 4.254 3.203 0.25 ᓬᓸΚ 3.893 4.031 4.041 4.385 4.508 0.005** 4>1 πբᕮਏ 3.737 3.883 3.972 4.392 7.587 0.000*** 4>1 ຏǺ *p<0.05 **p<0.01 ***p<0.001 ݩރஆ࠷ (2) ሦᏤ॥ᄬय़҂ၲp<0.05ϐᡉНྗǶܭݩჹރҢǶόӕஆ࠷܌ৡ౦Ǵӵ߄6ޑݩӧሦᏤ॥ᡂރόӕஆ࠷ ᓬᓸΚᄬय़ǴၲϐᡉНྗ(p<0.05)ǴЪςஆၨܭݩჹރৡ౦Ƕόӕஆ࠷܌ݩԶԖރᡉҢόӕሦᏤ॥όӢஆ࠷ πբᕮਏᄬय़ǴၲᡉНྗ(p<0.05)Ǵܭݩჹރৡ౦Ƕόӕஆ࠷܌ݩԶϩԖރ҂ஆǶᡉҢᓬᓸΚᄬय़Ӣஆ࠷ܭଯ ݩԶϩԖᡉৡ౦Ƕރ҂ஆǶᡉҢπբᕮਏᄬय़Ӣஆ࠷ܭςஆଯ ߄ۓݩჹӚᡂϐৡ౦ᔠރ߄ 6 όӕஆ࠷ ҂ஆ ςஆ ٣ࡕКၨ ᡂ t p ѳ֡ॶ ྗৡ ѳ֡ॶ ྗৡ ሦᏤ॥ 3.840 0.575 3.907 0.601 -0.745 0.457 ᓬᓸΚ 3.970 0.447 4.120 0.451 -2.177 0.031* Ԗ>ค πբᕮਏ 3.867 0.466 4.019 0.500 -2.050 0.042* Ԗ>ค ຏǺ *p<0.05 **p<0.01 ***p<0.001 (3) ηζ ሦᏤ॥ᄬय़Ǵ҂ၲp<0.05ϐᡉНྗǶܭݩჹރҢǶόӕηζ܌ৡ౦Ǵӵ߄7ޑݩӧሦᏤ॥ᡂރόӕηζ ᓬᓸΚᄬय़ϷǴၲp<0.05ϐᡉНྗǴЪԖηζܭݩჹރৡ౦Ƕόӕஆ࠷܌ݩԶԖރᡉҢሦᏤ॥ᄬय़όӢηζ πբᕮਏᄬय़Ǵ҂ၲp<0.05ϐᡉНྗǴܭݩჹރৡ౦Ƕόӕηζ܌ݩԶԖރคηζǶᡉҢᓬᓸΚᄬय़Ӣηζܭଯ ݩԶϩԖᡉৡ౦ǶރᡉҢπբᕮਏᄬय़όӢηζ ݩϐሦᏤ॥ৡ౦ϩ߄ރ߄ 7 όӕηζ ค Ԗ ᡂ tp٣ࡕКၨ ѳ֡ॶ ྗৡ ѳ֡ॶ ྗৡ ሦᏤ॥ 3.832 0.595 3.921 0.580 -0.986 0.326 ᓬᓸΚ 3.980 0.438 4.122 0.462 -2.046 0.042* Ԗ>ค πբᕮਏ 3.878 0.476 4.021 0.494 -1.924 0.056
ຏǺ *p<0.05 **p<0.01 ***p<0.001 (4) ДԏΕ ሦᏤ॥ᄬय़Ǵ҂ၲp<0.05ϐᡉܭݩჹރҢǶόӕДԏΕ܌ৡ౦Ǵӵ߄8ޑݩӧሦᏤ॥ᡂރόӕДԏΕ ᓬᓸΚᄬय़Ϸπբᕮਏᄬय़ၲp<0.05ϐܭݩჹރৡ౦Ƕόӕஆ࠷܌ݩԶԖރНྗǶᡉҢሦᏤ॥ᄬय़όӢДԏΕ ৡ౦ǶᡉҢᓬᓸΚᄬय़Ϸπբᕮਏϐᄬय़ӢД܌ݩԶԖރǶᡉҢӢԏΕޣ4-3ܭଯޣᡉНྗǴԏΕ6а
мйр ݩԶԖᡉৡ౦ǶރԏΕ ݩϐሦᏤ॥ৡ౦ϩ߄ރ߄ 8 όӕДԏΕ 3-4 4-5 5-6 6а Fp٣ࡕКၨ ᡂ (1) (2) (3) (4) ሦᏤ॥ 3.838 3.825 3.99 4.277 1.892 0.133 ᓬᓸΚ 3.957 4.131 4.214 4.444 5.320 0.002* 4>1 πբᕮਏ 3.857 4.036 4.111 4.296 4.048 0.008** 4>1 ຏǺ *p<0.05 **p<0.01 ***p<0.001 ௲ػำࡋ (5) ሦᏤ॥ᄬय़ǵᓬᓸΚᄬय़ϷܭݩჹރҢǶόӕ௲ػำࡋ܌ৡ౦Ǵӵ߄9ޑݩӧሦᏤ॥ᡂރόӕ௲ػำࡋ ሦᏤ॥ᄬय़ǵᓬᓸΚᄬय़Ϸπբᕮਏᄬय़Ǵܭπբᕮਏᄬय़Ǵࣣ҂ၲp<0.05ϐᡉНྗǶᡉҢόӕ௲ػำࡋ࠷ჹ ৡ౦Ƕ܌ݩԶԖރࣣόӢ௲ػำࡋ ݩϐሦᏤ॥ৡ౦ϩ߄ރ߄ 9 όӕ௲ػำࡋ а܌زᡂ ଯύ(ᙍ) εᏢ() ࣴ Fp٣ࡕКၨ (1) (2) (3) ሦᏤ॥ 3.803 3.870 4.092 1.134 0.324 ᓬᓸΚ 3.988 4.049 7.178 0.808 0.447 πբᕮਏ 3.874 3.940 4.167 1.687 0.188 ຏǺ *p<0.05 **p<0.01 ***p<0.001 (6) ᙍᆀ ሦᏤ॥ᄬय़Ǵၲp<0.05ϐϐᡉНܭݩჹރҢǶόӕᙍᆀ܌ৡ౦Ǵӵ߄10ޑݩӧሦᏤ॥ᡂރόӕᙍᆀ ᓬᓸܭៈऍৣǶόӕᙍᆀჹܭৡ౦ำࡋଯޑৡ౦ǴऍᙴᏢᒌ၌ৣ܌ݩԶԖރǴᡉҢόӕሦᏤ॥Ӣᙍᆀྗ ৡ౦Ƕ܌ݩԶԖރΚᄬय़Ϸπբᕮਏᄬय़Ǵࣣ҂ၲp<0.05ϐᡉНྗǴᡉҢᓬᓸΚᄬय़Ϸπբᕮਏᄬय़όӢᙍᆀ ݩϐሦᏤ॥ৡ౦ϩ߄ރ߄ 10 όӕᙍᆀ ᡂ ៈᙴᏢऍৣ ऍᙴᏢऍৣ ऍᙴᏢᒌ၌ৣ ٣ࡕКၨ F p (1) (2) (3) ሦᏤ॥ 3.673 3.986 3.906 4.453 0.013* 3>1 ᓬᓸΚ 3.984 4.032 4.135 1.409 0.247 πբᕮਏ 3.932 3.930 3.983 0.192 0.825 ຏǺ *p<0.05 **p<0.01 ***p<0.001 (7) λ่ ਥᏵॊϐीϩၗǴӚΓαीᡂϐৡ౦܄ǴԖϩᡉৡ౦ǶӢԜஒόӕΓαीᡂჹሦᏤ ҢǶ܌॥ǵᓬᓸΚᆶπբᕮਏϐৡ౦ݩ༼ӵ߄11 ߄ 11 όӕΓαीᡂϐৡ౦܄ϩ༼߄ Ҟ ᜪձ ሦᏤ॥ ᓬᓸΚ πբᕮਏ 25ྃаΠ(1) 26-35ྃ(2) ԃស 4>1 4>1 36-45ྃ(3) 45ྃа(4) ҂ஆ(1) ݩ 2>1 2>1ރஆ࠷ ςஆ(2) ηζ ค(1) 2>1
мйс ߄ 11 όӕΓαीᡂϐৡ౦܄ϩ༼߄(ុ) 3-4(1) 4-5(2) ДԏΕ 4>1 4>1 5-6(3) 6а(4) ଯύ(ᙍ)(1) (௲ػำࡋ εᏢ()(2 (а(3܌زࣴ ៈᙴᏢऍৣ(1) ᙍᆀ ऍᙴᏢऍৣ(2) 3>1 ऍᙴᏢᒌ၌ৣ(3) ᄬय़ϐ࣬ᜢϩزࣴ 4.5 ࣬ᜢϩ߄ٿٿᡂᄬय़໔ز) ࣴ) ᆶᜢᖄำࡋǶሦᏤ॥ǵᓬᓸΚᆶπբᕮਏ܄ϩձሦᏤ॥ǵᓬᓸΚᆶπբᕮਏΟᡂ໔ϐ࣬ᜢزҁࣴ ᡂ࣬ϐ࣬ᜢϩ༼ǴሦᏤ॥ٿٿҢǶஒሦᏤ॥ǵᓬᓸΚᆶπբᕮਏϐ࣬ᜢϩᆶ܌ ᡂϐ࣬ᜢϩǴӵ߄12 ᄬय़ჹᓬᓸΚᄬय़Ԗᡉ҅࣬ᜢ(rɨ0.473ǴP<0.001)Ǵமࡋࣁύࡋ࣬ᜢ(0.3<ʎrʎ<0.7)ǹȨᓬᓸΚȩᆶȨπբᕮਏȩ Ԗᡉ҅࣬ᜢ (r=0.739Ǵp<0.01)Ǵமࡋࣁଯࡋ࣬ᜢ(ʎrʎ>0.7)ǹሦᏤ॥ჹπբᕮਏϐԖᡉ҅࣬ᜢ (rɨ0.417Ǵ P<0.001)Ǵமࡋࣁύࡋ࣬ᜢ(0.3<ʎrʎ<0.7)Ƕ ߄ 12 ሦᏤ॥ǵᓬᓸΚᆶπբᕮਏϐ࣬ᜢϩ߄ ᄬय़ ሦᏤ॥ ᓬᓸΚ πբᕮਏ ሦᏤ॥ 1 ᓬᓸΚ 0.473** 1 πբᕮਏ 0.417** 0.739** 1 ຏǺ*p<0.05 **p<0.01 ***p<0.001 4.6 ӭϡᘜϩ ٬ҔӭϡᘜϩǴሦᏤ॥ǵزቹៜᜢ߯Ƕҁࣴޑᡂ໔ࡕǴ܄ጕ࣬ᜢޔӚᡂ໔ϐۓӧዴ ቹៜᜢ߯ࢂցӸӧǶޑଷύزቹៜᜢ߯ǴаᡍࣴޑᓬᓸΚᆶπբᕮਏ () ሦᏤ॥ჹπբᕮਏϐቹៜ ᄬय़(ᙯඤࠠሦᏤᆶҬܰࠠሦᏤ)ࣁԾᡂǴπբᕮਏࣁ٩ঁٿሦᏤ॥ჹπբᕮਏᘜϩύǴаሦᏤ॥ϐ ηᄬय़Ծঁٿ10Ǵ߄ҢܭVIFॶ֡ࣁ2.153λޑҢǶӚᡂ܌ᡂǴ٠௦Ҕ໘ቫᘜБԄՉፕǴϩ่݀ӵ߄13 ᡂኧϐ໔คܴᡉӅጕ܄ޑୢᚒǶሦᏤ॥ჹπբᕮਏᡏᘜኳࠠϐF=17.738Ǵpॶ=0.000ǴၲᡉНྗ(p<0.001)Ǵ Ԗ16.5%ှញࡋǶڀԶሦᏤ॥ჹπբᕮਏፓࡕR2ࣁ0.165Ǵ߄ҢሦᏤ॥ჹπբᕮਏ ᙯඤࠠሦᏤβॶࣁ0.179Ǵpॶࣁ0.024ǴၲᡉНྗ(p<0.05)ǹҬܰࠠሦᏤβॶࣁ0.171Ǵpॶࣁ0.038ǴၲᡉНྗ ж߄ᙯඤࠠሦᏤϷҬܰࠠሦᏤࣣёаᡉ҅ӛቹៜπբᕮਏǴΨж߄ऍᙴᏢவΓϐሦᏤ॥ำځp<0.05)Ƕ) ଷH1ǵH1-1ǵH1-2֡ᕇளЍǶزࡋຫଯǴπբᕮਏΨຫଯǶӢԜᡍҁࣴ ߄ 13 ሦᏤ॥Ӛηᄬय़ჹπբᕮਏᘜϩ߄ ᡂ ͊ॶ t ॶ p ॶ VIF தኧ 2.597 11.339 ᙯඤࠠሦᏤ 0.179 2.273 0.024 2.153 ҬܰࠠሦᏤ 0.171 2.089 0.038 2.153 ኳԄ Adj-R2=0.165 F=17.738 P=0.000 ٩ᡂኧǺπբᕮਏǹ2.*ࣁ p<0.05 **ࣁ p<0.01 ***ࣁ p<0.001.ຏǺ1
мйт (Β) ሦᏤ॥ჹᓬᓸΚϐቹៜ ᄬय़(ᙯඤࠠሦᏤᆶҬܰࠠሦᏤ)ࣁԾᡂǴᓬᓸΚࣁ٩ᡂঁٿሦᏤ॥ჹᓬᓸΚᘜϩύǴаሦᏤ॥ϐ ηᄬय़Ծᡂঁٿ10Ǵ߄ҢܭVIFॶ֡ࣁ2.153λޑҢǶӚᡂ܌Ǵ٠௦Ҕ໘ቫᘜБԄՉፕǴϩ่݀ӵ߄14 ኧϐ໔คܴᡉӅጕ܄ޑୢᚒǶሦᏤ॥ჹᓬᓸΚᡏᘜኳࠠϐF=24.445Ǵpॶ=0.000ǴၲᡉНྗ(p<0.001)ǴԶሦ Ԗ21.6%ှញࡋǶڀᏤ॥ჹᓬᓸΚፓࡕR2ࣁ0.216Ǵ߄ҢሦᏤ॥ჹᓬᓸΚ ᙯඤࠠሦᏤβॶࣁ0.180Ǵpॶࣁ0.012ǴၲᡉНྗ(p<0.05)ǹҬܰࠠሦᏤβॶࣁ0.189Ǵpॶࣁ0.011ǴၲᡉНྗ ж߄ᙯඤࠠሦᏤϷҬܰࠠሦᏤࣣёаᡉ҅ӛቹៜᓬᓸΚǴΨж߄ऍᙴᏢவΓϐሦᏤ॥ำࡋځp<0.05)Ƕ) ଷH2ǵH2-1ǵH2-2֡ᕇளЍǶزຫଯǴᓬᓸΚΨຫଯǶӢԜᡍҁࣴ ߄ 14 ሦᏤ॥Ӛηᄬय़ჹᓬᓸΚᘜϩ߄ ᡂ ͊ॶ t ॶ p ॶ VIF தኧ 2.623 12.728 ᙯඤࠠሦᏤ 0.180 2.550 0.012 2.153 ҬܰࠠሦᏤ 0.189 2.571 0.011 2.153 ኳԄ Adj-R2=0.216 F=24.445 P=0.000 ٩ᡂኧǺᓬᓸΚǹ2.*ࣁ p<0.05 **ࣁ p<0.01 ***ࣁ p<0.001.ຏǺ1 (Ο) ᓬᓸΚჹπբᕮਏϐቹៜ ᆶπբΕ)ࣁԾᡂǴ܄ǵёᆅޕᓬᓸΚჹሦᏤ॥ᘜϩύǴаᓬᓸΚϐѤঁᄬय़(ᑈཱུགǵҞ VIFॶᑈཱུགࣁ1.539ǵҞޑҢǶӚᡂ܌πբᕮਏࣁ٩ᡂǴ٠௦Ҕ໘ቫᘜБԄՉፕǴϩ่݀ӵ߄15 ୢᚒǶᓬᓸΚჹ܄10Ǵ߄ҢԾᡂϐ໔คܴᡉӅጕܭॶ֡λځࣁ2.025ᆶπբΕࣁ1.512Ǵ܄ࣁ1.948ǵёᆅޕ πբᕮਏᡏᘜኳࠠϐF=55.373Ǵpॶ=0.000ǴၲᡉНྗ(p<0.001)ǴԶᓬᓸΚჹπբᕮਏፓࡕR2ࣁ0.561Ǵ߄ ͊ॶޕԖ56.1%ှញࡋǶᑈཱུགβॶࣁ0.147Ǵpॶࣁ0.005ǴၲᡉНྗ(p<0.01)ǹҞڀҢჹᓬᓸΚჹπբᕮਏ ॶࣁ0.035Ǵpॶࣁ0.583Ǵ҂ၲᡉНྗ(p>0.05)ǹπբ͊܄ࣁ0.308Ǵpॶࣁ0.000ǴၲᡉНྗ(p<0.001)ǹёᆅ ᆶπբΕࣣёаᡉ҅ӛቹៜπޕж߄ᑈཱུགǵҞځΕ͊ॶࣁ0.313Ǵpॶࣁ0.000ǴၲᡉНྗ(p<0.001)Ƕ ଷH3ǵH3-1ǵH3-2ǵزբᕮਏǴΨж߄ऍᙴᏢவΓϐᓬᓸΚำࡋຫଯǴπբᕮਏຫଯǶӢԜᡍҁࣴ H3-4ᕇளЍǴH3-3όᕇளЍǶ ߄ 15 ᓬᓸΚӚηᄬय़ჹπբᕮਏᘜϩ߄ ᡂ ͊ॶ t ॶ p ॶ VIF தኧ 0.639 2.843 ᑈཱུག 0.147 2.844 0.005 1.539 Ҟޕ 0.308 4.894 0.000 1.948 ёᆅ܄ 0.035 0.551 0.583 2.025 πբΕ 0.313 5.824 0.000 1.512 ኳԄ Adj-R2=0.561 F=55.373 P=0.000 ٩ᡂኧǺπբᕮਏǹ2.*ࣁ p<0.05 **ࣁ p<0.01 ***ࣁ p<0.001.ຏǺ1 4.7 ύϟኳࠠ () ᓬᓸΚჹሦᏤ॥ᆶπբᕮਏϐ໔ޑύϟਏ݀ ҢǶவ߄16ύϟኳࠠ܌ϐᘜኳࠠǴஒሦᏤ॥ࣁԾᡂǴπբᕮਏࣁ٩ᡂǶϩ่݀ӵ߄16زҁࣴ ளޕǴሦᏤ॥ჹπբᕮਏԖ҅ӛቹៜਏ݀(β=0.346)ǴፓࡕR2=0.169ǴF=35.481Ǵp=0.000ǴၲᡉНྗ(p<0.001)Ǵ ှញᡂ౦16.9% Ƕ ᘜኳࠠΒύǴуΕᓬᓸΚࣁύϟᡂǴှញᡂ౦ໆ54.6%Ƕ߄ҢǴӢࣁᓬᓸΚޑуΕǴૈගϲᡏኳࠠޑ ှញΚǴԶሦᏤ॥ჹπբᕮਏޑޔௗਏ݀ӢԜ෧১(β=0.072Ǵp=0.000)ǴၲᡉНྗ(p<0.001) βॶҗ0.346෧১Կ 0.072ǶሦᏤ॥ჹπբᕮਏϐਏ݀ॶǴޔௗਏ݀ࣁ0.072ǴሦᏤ॥ᓬᓸΚԿπբᕮਏϐၡ৩໔ௗਏ݀ॶࣁ0.274(ᕴ мкй ௗޔԖȨϩύϟਏ݀ȩǶሦᏤ॥ёڀௗਏ݀0.072=0.274)ǶࡺᓬᓸΚჹሦᏤ॥ᆶπբᕮਏϐ໔ޔਏ݀ࣁ0.346෧ ଷH4ᕇளЍزǴҁࣴޕቹៜऍᙴᏢவΓϐπբᕮਏǴӕਔΨёаၸᓬᓸΚ໔ௗቹៜπբᕮਏǶҗԜள Ƕ ߄ 16 ᓬᓸΚჹሦᏤ॥ᆶπբᕮਏϐ໔ޑύϟኳࠠ πբᕮਏ(β) ᓬᓸΚ ኳࠠ ኳࠠΒ Ծᡂ ሦᏤ॥ 0.365*** 0.346*** 0.072*** ύϟᡂ ᓬᓸΚ 0.751*** Adj-R2 0.219 0.169 0.546 F 48.700*** 35.481*** 103.342*** p 0.000 0.000 0.000
ຏǺ*p<0.05 **p<0.01 ***p<0.001 ှញᡂ౦ໆҗޑኳࠠΒύǴуΕᓬᓸΚᡂǴᡏޑ٩ᏵॊᘜϩᡉҢǴӧሦᏤ॥ᆶπբᕮਏ ډௗਏ݀җ0.346***(p<0.001)෧ϿޔޑAdj-R2=0.169)ගϲ54.6%( Adj-R2=0.546)ǴԶЪሦᏤ॥ᆶπբᕮਏ )16.9% 0.072***(p<0.001)Ƕҗკ2܌ҢǴሦᏤ॥ᆶπբᕮਏޑޔௗਏ݀ޑॶࣁ0.072ǴԶሦᏤ॥ᓬᓸΚԿπբᕮਏϐ ၡ৩໔ਏ݀ॶࣁ0.274(ᕴਏ݀ॶ0.346-ޔௗਏ݀ॶ0.072)Ǵᡍ໔ௗਏ݀ीᆉ0.365*0.751=0.274115ऊܭ0.274Ƕ
კ 2 ᓬᓸΚჹܭሦᏤ॥ᆶπբᕮਏϐၡ৩ϩ 4.8 ଷჴ่݀༼ ҢǶ܌ஒӚଷϐᡍ่݀༼ӵ߄17زҗॊჴϩ่݀Ǵҁࣴ
ଷᡍ่݀༼߄ز߄ 17 ࣴ ଷ ჴ่݀زࣴ H1ǺȨሦᏤ॥ȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ ԋҥ H1-1ǺȨᙯඤࠠሦᏤȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ ԋҥ H1-2ǺȨҬܰࠠሦᏤȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ ԋҥ H2ǺȨሦᏤ॥ȩჹȨᓬᓸΚȩԖᡉ҅ӛቹៜ ԋҥ H2-1ǺȨᙯඤࠠሦᏤȩჹȨᓬᓸΚȩԖᡉ҅ӛቹៜ ԋҥ H2-2ǺȨҬܰࠠሦᏤȩჹȨᓬᓸΚȩԖᡉ҅ӛቹៜ ԋҥ H3ǺȨᓬᓸΚȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ ԋҥ H3-1ǺȨᑈཱུགȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ ԋҥ H3-2ǺȨҞޕȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ ԋҥ H3-3ǺȨёᆅ܄ȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ όԋҥ H3-4ǺȨπբΕȩჹȨπբᕮਏȩԖᡉ҅ӛቹៜ ԋҥ H4ǺȨᓬᓸΚȩӧȨሦᏤ॥ȩᆶȨπբᕮਏȩϐ໔Ԗύϟਏ݀ ԋҥ
мкк 5. ่ፕᆶࡌ 5.1 ௶ॊ܄ीϩ () ሦᏤ॥ ሦᏤ॥ϐᡏளϩࣁ3.88ϩǴηᄬय़ᙯඤࠠሦᏤளϩࣁ3.94ϩǴҬܰࠠሦᏤܭჹޣೖڙޑऍᙴᏢவΓ ளϩࣁ3.78ϩǴளϩឦܭύ໔ୃଯǶ߄ҢऍᙴᏢவΓख़ሦᏤޣᎶΚǴ߄ଓᒿϐཀᜫǴԶයఈሦᏤޣϐк πޑᢌᆶᇡӕૈ๏ϒឦமεޑޣឦၲԋπբҞǶԶឦၲԋҞਔǴሦᏤܭշǴаշڐޑϩ٠ਔ ϐঁΓᆶიᡏۓᆶπբԋ൩Ǵ๏ϒόӕϐሦᏤБԄǴԶၲԋಔᙃुᔈΑှឦঁձϐπբሡޣբΚǶӢԜሦᏤ ᕮਏǶ (Β) ᓬᓸΚ ѳ֡ࣁޕᓬᓸΚϐᡏளϩࣁ4.05ϩǴηᄬय़ᑈཱུགѳ֡ࣁ4.05ǴҞܭჹޣೖڙޑऍᙴᏢவΓ ޑଯᓬᓸΚܭύ໔ୃଯǶ߄ҢऍᙴᏢவΓǴឦܭѳ֡ࣁ3.77ǴπբΕѳ֡ࣁ4.06Ǵளϩឦ܄4.24Ǵёᆅ ޑոΚँઇҺՖ֚ᜤǴаၲԋಔᙃҞǹԶեᓬᓸΚךՏϷπբҞǴሡԾۓޑπբǴҭమཱԾρܭឦ፦Ǵݙ ೀϷᏼךഢԾڀᜤᆶӒᐒǴคݤ֚ډǴӕਔΨલЮӒᐒགᆶᡫ௵ࡋǴ࿘܄ឦ߾ংЬᆅ๏ϒࡰзǴલЮЬ ޑૈΚǶ (Ο) πբᕮਏ ᄬय़ǴҺ୍ᕮਏѳ֡ࣁ4.02Ǵঁٿπբᕮਏϐᡏளϩࣁ3.95ϩǶπբᕮਏϩࣁܭჹޣೖڙޑऍᙴᏢவΓ ᒋکύ໔ୃଯǶ߄ҢऍᙴᏢவΓख़ຎი໗ܭݩឦރޑᕮਏѳ֡ࣁ3.87Ǵᡏᄬय़ѳ֡ࣁ3.95Ǵπբᕮਏ๎ે ǴЪ߄٣όᜢוπբаѦϐҺ୍ǴલЮيҁܭԖ҅य़ቹៜǹฅԶǴჹڀπբǴჹᕮਏၲԋനޑ܄ӝբϷԖीฝ ρϐᄊࡋǶ ቹៜޑᄬय़زӚࣴ 5.2 () ሦᏤ॥ჹπբᕮਏϐቹៜ Ǵ߄ҢሦᏤ॥ำࡋຫଯǴπբᕮਏΨޑჴ่݀߄ҢሦᏤ॥ჹπբᕮਏԖᡉ҅ӛቹៜࢂԋҥزҁࣴ ຫଯǹϸϐǴπբᕮਏΨຫեǶᙯඤࠠሦᏤϷҬܰࠠሦᏤჹπբᕮਏԖᡉ҅ӛቹៜࢂԋҥޑǴ߄ҢᙯඤࠠሦᏤ ϷҬܰࠠሦᏤำࡋຫଯǴπբᕮਏΨຫଯǹϸϐǴπբᕮਏΨຫեǶ (Β) ሦᏤ॥ჹᓬᓸΚϐቹៜ Ǵ߄ҢሦᏤ॥ำࡋຫଯǴᓬᓸΚำࡋΨޑჴ่݀߄ҢሦᏤ॥ჹᓬᓸΚԖᡉ҅ӛቹៜࢂԋҥزҁࣴ ຫଯǹϸϐǴᓬᓸΚำࡋΨຫեǶᙯඤࠠሦᏤϷҬܰࠠሦᏤჹᓬᓸΚԖᡉ҅ӛቹៜࢂԋҥޑǴ߄ҢᙯඤࠠሦᏤ ϷҬܰࠠሦᏤำࡋຫଯǴᓬᓸΚำࡋΨຫଯǹϸϐǴᓬᓸΚำࡋΨຫեǶ (Ο) ᓬᓸΚჹπբᕮਏϐቹៜ Ǵ߄ҢᓬᓸΚำࡋຫଯǴπբᕮਏΨຫޑჴ่݀Ǵ߄ҢᓬᓸΚჹπբᕮਏԖᡉ҅ӛቹៜࢂԋҥزҁࣴ Ǵ߄ҢᑈཱུޑϷπբΕჹπբᕮਏԖᡉ҅ӛቹៜࢂԋҥޕଯǹϸϐǴπբᕮਏΨຫեǶᑈཱུགǵҞ ჹπբᕮਏԖᡉ҅܄ϷπբΕำࡋຫଯǴπբᕮਏΨຫଯǹϸϐǴπբᕮਏΨຫեǶёᆅޕགǵҞ Ǵ٠όቹៜπբᕮਏǶ܄લϿёᆅޑǴऍᙴᏢவΓޑӛቹៜࢂόԋҥ (Ѥ) ᓬᓸΚჹሦᏤ॥ᆶπբᕮਏϐ໔ޑύϟਏ݀ ሦᏤ॥ჹπբᕮਏԖᡉ҅ӛቹៜǴЪᓬᓸΚჹሦᏤ॥ޑύऍᙴᏢவΓزਥᏵी่݀ᡉҢǴҁࣴ ԖȨϩύϟਏ݀ȩǶЪှញႣෳॶࣁ54.6%Ǵਏ݀ॶࣁ0.072ǹᓬᓸΚჹሦᏤ॥ᆶπբᕮਏᕴڀᆶπբᕮਏϐ໔ ϐǴջقࣁॶࣁ0.792(0.294/0.346)Ƕඤٯύϟਏ݀Кځ໔ௗਏ݀ॶࣁ 0.274Ǵޑਏ݀ॶࣁ0.346ǴᓬᓸΚჹπբᕮਏ ሦᏤ॥ёޔௗቹៜϐπբᕮਏǴӕਔΨёаၸᓬᓸΚ໔ௗቹៜπբᕮਏǶ ׳ቹៜԋǴЪٰۺᄊࡋϷߞޑߞҺᆶᇡӕǴаቚமი໗ԋޑϐᎶΚૈᕇளπޣӵϐ௶ॊ߄ҢǴሦᏤ շΚϷᑈཱུၲԋҞϐ܄πբᓸΚᙯඤࣁᓬᓸΚǴԋިؼעπޑΓ፦܄ΚǶᑈཱུૈޑᐟวπወӧૈ ǴрӕЈЍሡޑΨሡݙཀπޣҞǶԶǴሦᏤޑ܄ೢҺǴٰၲԋᆶಔᙃठޑε׳ᏼ܍Ǵ٬Ծρૈۺཀ мкл ዛᓰǶޑᔈԖډҞࡕǴளޑБݤǴ٬ԋӧଛӝၲԋಔᙃޑӣ㎸ԋٮπǴ٠ග ፕଅϷᆅཀ఼زࣴ 5.3 ፕଅز) ࣴ) ჹຝϐ୯ϣ࣬ᜢزǴᄒԿ 2020 ԃΒДҽЗǴᗲϿჹऍᙴᏢவΓࣁࣴسуॶޕӧѠᅺറγፕЎϐ (1) ᡏᡍՉᎍǵ୍ܺࠔ፦ǵܭጄൎӭኧख़زǴࣴزǶӧऍᙴᏢౢϐ࣬ᜢࣴزคҺՖᡂ࣬ᜢϐࣴزᚒǴЪᆶҁࣴ ܭӧ׳࠼ᔼᆅǵӆᖼཀᜫϷബཥ୍ܺᡂǴԶӧಔᙃՉࣁϷΓΚၗྍᆅϐᏀǴϿԖ࣬ᜢϐǹ៝ ϐ่݀ࣁऍᙴᏢౢϐவΓϐزǶҁࣴزऍᙴᏢவΓϐ҅ӛЈᏢϐᓬᓸΚᡂǴ٠คҺՖ࣬ᜢࣴ ᏢೌϐଅǶٮᚒǴග а Hobfoll(1989)ၗྍߥӸፕᢀᗺࣁЍǴሦᏤ॥ǵᓬᓸΚᆶπբᕮਏΟঁᡂᆶჴᡏၗྍǵزҁࣴ (2) วǴӚᡂ໔ࣣࣁᡉ࣬ᜢǹሦᏤ॥ᆶᓬᓸΚࣁᡉزǶࣴ܄ғࢲచҹǵঁΓቻϷૈໆѤᅿၗྍϐ໔Ԗ࣬ᜢ ύаȨᓬᓸΚȩᆶȨπբᕮਏȩځ࣬ᜢǹሦᏤ॥ᆶπբᕮਏࣁᡉ҅࣬ᜢǹᓬᓸΚǵπբᕮਏࣁᡉ҅࣬ᜢǹǶ҅ ࣬ᜢ߯ኧനଯǹаԜ่݀ჴၗྍߥӸፕϐၗྍϩᜪύǴঁΓቻၗྍᆶૈໆၗྍԖၨଯ࣬ᜢ܄Ƕ ௗ҅ӛቹៜϐπբᕮਏǴӕਔΨёаၸᓬᓸΚ໔ௗ҅ӛቹៜπբޔ٩࣬ᜢϩ่݀ᡉҢǴሦᏤ॥ёزҁࣴ (3) Ԗύϟਏ݀ǶڀᕮਏǶᓬᓸΚჹሦᏤ॥ᆶπբᕮਏϐ໔ ࡌزΒ) ჴ୍ᆅཀ఼ϐࣴ) (1) ሦᏤஷ ௗ҅ӛቹៜϐπբᕮਏǴӕਔΨёаၸᓬᓸΚ໔ௗ҅ӛቹៜπբᕮਏǶᆅޔᡉҢǴሦᏤ॥ё่݀زҁࣴ ᑈཱུᆣǴय़ჹπբᓸΚਔǴޑӭ׳ᆅૈΚǴᡣπᡏᡍޑيёаරаᔼᑈཱུҾࣁϦљЎϯǴ௴วឦԾޣ Ƕӧπ܄ৡ౦ޑΚǴԖঁᡏޑπբٰϐԋ൩གǶԜѦǴឦჹπբڙӛ߆ௗࡷᏯǴයఈၲԋҞਔǴ٦҅ ᔈΑှόӕ׳ޣӚԖόӕǶӢԜǴሦᏤϲᎂǴሡޑᙍՏ܈ଷයޑԋߏǵᇸޑൔᓭǴԖΓයఈჴ፦ᖒၗޑբ ϐҞǴҾБૈ҉ុᔼǶۓΚǴٰၲԋಔᙃႣޑᡏπբሡाঁىឦϐπբሡाǴᡣឦԖᅈ (2) ᕮਏၲԋ ݩǴ௲ػำࡋǴჹރݩǵДԏΕރݩǵηζރᡉҢǴऍவΓΓαीᡂύǴӧԃសǵஆ࠷่݀زҁࣴ ᎶΚᡣឦၟޣҗሦᏤەሦᏤ॥ᡂคᡉৡ౦ǹԶᙍᆀჹሦᏤ॥ᡂԖᡉৡ౦ǶऍᙴᏢऍৣ ҬܰБԄǴаճ០ЇᏤǴၲޑଓᒿᇡӕಔᙃǹԶऍᙴᏢᒌ၌ৣӝаዛၿځᒿǴᐟᓰឦǴٰၲი໗ᕮਏ٬ ԋಔᙃҞǶ܌аǴय़ჹόӕπբᙍૈǵπբឦ܄ϷΓ፦ϐៈᙴᏢऍৣǵऍᙴᏢऍৣϷऍᙴᏢᒌ၌ аǴሦ܌ၮҔǴԖӵϾηϐϓǺȨӢࡼ௲ȩǴБࢂሦᏤϐाᗺǶޑБԄځǴӧሦᏤ॥ǴӢჹຝϐόӕǴৣ ǶҔჹБݤǴБૈЇᏤი໗ബ٫ᕮǶǵπբҞᆶπբሡ܄ՏឦΓόӕᏤѸమཱ (3) வΓϐᒦᒧ زଯᓸΚϐᙴᕍ୍πբᙍǶҁࣴܭᙴᕍ୍ܺǴख़ᕮਏǴឦޑऍᙴᏢౢςᙯࣁȨ୍ܺᏤӛȩ ǴჹᓬᓸΚޣ4ДԏΕ-3ܭݩϷȨДԏΕȩӧ6аϐำࡋଯރऍவΓΓαीᡂύǴӧȨԖηζȩ ۓǴᙍᄊࡋࢂᛙۓᓸΚǴπբҞዴޑኟػೢҺᆶᔮޑǶӧឦԖηζ܄ȩԖᡉৡ౦ޕϐηᡂȨҞ ԜᡂӈࣁуϩᚒǶӧय़ჹπբᓸעǴᒦᒧਔᔈۓᇡޑԖၨଯำࡋڀჹπբҞޣᡉҢǴԖηζ่݀زǶҁࣴޑ ᓸΚӢᔈౣǴаჴঁΓπբҞϷගଯπޑрפᄊय़ჹࡷᏯǴރЈޑΓ፦ౢғᑈཱུ܄ΚਔǴᑈཱུ բᕮਏǶӢԜǴಔᙃᔈၮҔΓϩᜪໆ߄ǴаᒦᒧငҔᑈཱུ܄Γ፦ޑπᆶ܄πӅӕӝբǴი໗ᑈ ཱུπբϐਏૈǴၲԋಔᙃᕮਏᆶҞǶ ࡌزϷ҂ٰࣴڋज़زΟ) ࣴ) БݤࣁୖԵ୯ϣᆶ୯Ѧϐख़ा࣬ᜢЎǴ٩Ᏽፕ୷ᘵٰऍᙴᏢౢϐவΓϐݩǶزϐࣴزҁࣴ Ԗ҂ᅰֹ๓ૈ่݀زǴ٬ࣴڋచҹϷၗྍϐज़ܭᄊࡋǴԖ᠘زǴᝄᙣϐࣴ܄Ϸ࠼ᢀ܄ፕᆶჴ୍ϐֹࣁ ϐБӛǶޣزࣴزϐೀǴගраΠ൳ᗺࡌǴаբࣁࡕុࣴىϐೀǶӢԜǴଞჹό ڋज़زࣴ (1) Ǵ҂่݀زࣴܭჹຝǴ҂ᕇεࠠიၗྍϐЍජǴჹزϐவΓࣁࣴ܌аଯѱӭ໔ऍᙴᏢບزҁࣴ мкм ǶҞ୯ϣ҅ӛЈᏢሦୱϐᓬᓸΚǵᑈཱུᓸΚǵؼ܄ࡋǴჹᕴᡏᔼၮԋਏϐ࣬ᜢڋևঁֹҾϐᖒၿૈ ՋБЎϯǵ҇ϐৡ౦Ǵӧܿܭ୯ѦЎǶჹܭԾڗளǴ֡ڗЎǴ٠คୖԵϐᏢೌЎകёزᓸΚᡂϐࣴ܄ ϐКၨǶ܄ள࣬ᜢၗǴаৡ౦ڗჴ୍คݤ ࡌز҂ٰࣴ (2) ֹޑࡋǴևሦᏤǵᓬᓸΚჹπբᕮਏڋࡌаऍᙴᏢიࣁኬҁǴଞჹൂᖒၿزǴҁࣴڋज़زࣴܭ୷ ǴࡌزᅿᜪٰࠠࣴٿϐᡂȨሦᏤ॥ȩࢂаཥሦᏤፕύϐᙯඤࠠሦᏤ॥ᆶҬඤࠠሦᏤ॥زǶҁࣴزࣴ ፕǶሦᏤёа٩ᏵزҺࠠሦᏤуаࣴܫࠠሦᏤǵ҇ЬࠠሦᏤϷڋдፕᗺӵᜫඳࠠሦᏤǵᎶΚࠠǵځаሦᏤ॥ ޑӚᅿय़ܭπǴჹޑԖᓬᓸΚΓ፦ڀǴ่݀زόӕΓǵਔǵӦόӕሦᏤ॥ǴаගϲሦᏤਏૈǶҁࣴ Ǵ၂ӧزࣴޑӭ࣬ᜢ҅ӛЈᏢ׳πբਏૈǴ֡Ԗ҅ӛϐ࣬ᜢቹៜǴॶளаόӕՉձుΕǶයࡑ୯ϣૈԖ ϷǶزࡕុࣴٮдሦୱϐᏢೌЎകǴаځ܈ҾᔼǵಔᙃᆅϷΓΚၗྍǴ ୖԵЎ ǵ ύЎЎ ǶޗހࣽᏢЎрޗࡘԵǴᙍᓸΚᆶᔈჹǴpp.3-15Ǵч٧ޑᑈཱུᓸΚܭҡ݅(2005)Ƕᜢᜢ .1 ǴϺࢭৣጄεᏢ௲ػࣽᏢᏢଣᅺز࣬ᜢᜢ߯ࣴޑмఃǵ݅०߁(2012)ǶཥཥΕᙍπᑈཱུᓸΚᆶπբΕ .2 γፕЎǶ Ǵ୯ҥଯزߏሦᏤ॥ǵπբᓸΚᆶಔᙃਏૈᜢ߯ϐࣴ܌ޕ܌؋ੀՙ(2018)Ƕଯଯѱ୷ቫࢴр .3 ᅺγፕЎǶ܌زጄεᏢԋΓ௲ػࣴৣ Ծ:http://tw.myblog.yahoo.com/doctor-ski123Ƕڗပ(҇ 108,07,15)Ǵەںֺ .4 ᅺγፕЎǶ܌زᙴᏢऍѱϐϩǴཥчѱǺԢεᏢύ୯εഌࣴ۞ٿٿݒॸ(2014)Ƕ .5 ǴݞࠄεᏢ௲ػࣽᏢᏢଣᅺγፕЎǶٯቹៜ-аᙴៈπբΓࣁޑᓸΚჹπբ॰࡙܄ѯᡫ(2016)Ƕؼؼ .6 ǴࠄεᏢҾٯаύᑫߥӄࣁ-زᒍǵπբᓸΚǵπբᅈཀࡋᜢ߯ϐࣴ܍ǶሦᏤ॥ǵಔᙃ(2015)⪬ە .7 ᆅࣽᏢᅺγᅺγፕЎǶسᆅᏢ Ǵ୯ҥύ҅εᏢଯ໘Ьᆅᆅᅺγፕٯपள(2018)Ƕππբᐒᆶπբᕮਏϐᜢ߯-а A ტᓀࣁ݅ .8 ЎǶ Ǵଯৣε௲زে(2001)Ƕଯଯᑜѱ୯҇λᏢਠߏሦᏤ॥ǵ௲ৣπբΕᆶᏢਠಔᙃЎϯᜢ߯ϐࣴذइ .9 ଯѱǶ:ހᅺγፕЎǴ҂рسػᏢ Ǵ୯ҥଯৣጄεᏢᅺγፕЎǶزϐࣴ܄ಷဃ፣(2018)ǶሦሦᏤ॥ǵಔᙃংᆶπբᕮਏᜢᖄ .10 ᒍࣁύϟᡂǴ୯ҥ܍ɡаಔᙃزࡼֱ⪭(2006) ǶᙯᙯඤࠠሦᏤǵҬܰࠠሦᏤჹπբᕮਏᆶᚆᙍӛϐࣴ .11 ᅺγፕЎǶ܌زύѧεᏢΓΚၗྍᆅࣴ εᏢᅺמǴᐋቺࣽزী(2010)Ƕଯଯᑜ୯҇λᏢਠߏሦᏤ॥ǵಔᙃЎϯᆶᏢਠബཥᔼᜢ߯ϐࣴذڬ .12 γፕЎǴ҂рހ:ଯѱǶ Ǵٯаࡹ۬ߐϦ୍ࣁ-زϐჴࣴ܄Ϸπբᕮਏᜢೱ܄चϡ(2017)ǶΓΓ፦ǵπբᄊࡋǵπբ .13 εᏢᅺγፕЎǶמ୯ҥዋ෫ࣽ Ծ:https://khd.kcg.gov.tw department/zone Ƕڗଯѱࡹ۬ፁғֽӄౚၗૻᆛ (҇ 109,05,19) Ǵ .14 ᆶሦޕᜢ߯ǺᕉნޑՉࣁقࡌ܄ʏႣٛ܄ǻπ҅ǵॄӛЈᆶߦقᒇ܈قठ఼(2013)Ƕࡌࡌ .15 ᅺγፕЎǶ܌زυᘋਏ݀Ǵ୯ҥύξεᏢΓΚၗྍᆅࣴޑᏤ॥ ഋᏢႳ((2015)ǶಔಔᙃࡹݯՉࣁჹπբᕮਏϐቹៜ-аЬᆅሦᏤ॥ࣁυᘋᡂǴ୯ҥύ҅εᏢᅺγፕЎǶ .16 ᅺسεᏢҾᆅמǴරࣽزࣴ܄πբᕮਏϐ࣬ᜢځᆶޕഋഩࣦ(2007)ǶπჹЬᆅᙯඤࠠሦᏤϐ .17 γፕЎǶ ᅺγፕЎǶسǴ୯ҥύ҅εᏢമπᜢ߯Ꮲزഋཁ(2015)ǶࣽᙴৣᙯΕᙴᏢऍϐࣴ .18 ཥчѱࡹ۬Ȑ2013ȑǶȨཥчౢബཥȩǴཥчѱࡹ۬ౢтǴ9 ।Ƕ .19 ዐጪӵ(2015)ǶЬЬᆅሦᏤ॥ჹππբᕮਏϐቹៜ-аπբΕࣁύϟᡂǴ୯ҥύѧεᏢᅺγፕЎǶ .20 мкн ᅺγፕЎǶ܌زᑫଆᆶӆϯǴ୯ҥѠεᏢϦӅፁғࣴޑඁ(2008)Ƕݱݱࣽϯ?ऍᙴᏢᙴৣ .21 22. ᄃૠ(2007)ǶऍऍᙴᏢᆶғࢲᔈҔǴѠчǺӄ࠶კਜǶ ǴᄤࠄεᏢᅺγᏢՏፕЎǶزЇៜӢનࣴځি(2001)ǶҾҾπᑈཱུᓸΚϷۃቅ .23 ύϟբҔǴࠖᅟᔭৣጄεᏢ௲ػࣽᏢޑቹៜ-ᑈཱུᓸΚޑᒘੀථǵቅआ(2013)ǶৎৎߏԄሦᏤჹπբᕮਏ .24 ᏢᏢଣǶ ፁғᅽճᙴ٣љ( ҇ 108,07,15)ǴཥᆪǺၸΓϷᐒᄬᆅǴዴߥऍᙴᏢࠔ፦Ǵ .25 Ծ:https://www.mohw.gov.tw/cp-207-20067-1.htmlǶڗ 26. ၇൏(2016)ǶҾπޑπբᓸΚǵπբᕮਏᆶπբᅈཀࡋϐ໔ޑᜢ߯-аᆣᆅࣁυᘋᡂኧǶ ᅺγፕЎǶ܌زεӕεᏢ٣ᔼࣴ ᅺγፕЎǶسᡍϩ٦ѳѠаගϲ៝࠼ᅈཀࡋǴ٥ࢪεᏢᔼᆅᏢޣ(2017)Ƕࡌࡌᄬᙴऍ٬Ҕ .27 ᅺγፕЎǶسǴநჱεᏢ୯ሞҾᆅᏢزᝄඁཁ(2013)ǶऍऍᙴᏢౢவΓᙍૈϩϐࣴ .28 ǴݞчຩεᏢᅺγፕЎǶزᜢ߯ࣴޑǶ୷୷ቫϦ୍πբᓸΚᆶπբᕮਏ(2011)ޱដ᐀ .29 Ծ:http://ieknet.iek.org.tw/ǶڗI E K ౢൔᆛᆛ֟(҇ 108, 07, 15)Ǵ .30 Ծ:https://www.yes123.com.tw › admin › aer_newǶڗᙍᆛ(҇ 108,07,15)Ǵ yes123 .31 Βǵ मЎЎ 1. 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Conservation of Resources in the Organizational Context: The Reality of Resources and Their Consequences. Annual Review of Organizational Psychology and Organizational Behavior, 5: 103- 128. 8. Nelson,DL,&Simmons,BL,(2004).Eustress: An Lusive Concept, An Engaging Pursuit. In P. Perreweand D. (Eds.) Research in Occupational Stress and Well-Being:Emotional and Psychological Processes and Positive Intervention Strategies,Volume 3. pp. 265-322. JAI Press/Elsevier, Oxford, UK. 9. O’Sullivan,(2011). The Relationship Between Hope, Eustress, Self-efficacy, and Life Satisfaction Among Undergraduates. Social Indicators Research, 101(1), 155-172. 10. Quick,J.C.,Quick,J.D.,Nelson,D.L.,&Hurrell.Jr,J.J.(1977),Preventive stress management in organizations.American Psychological Assocication. 11. Seligman, M. E. P.,(1998). Learned Optimism. New York: Pocket Books. 12. Selye, H.,(1987). Stress. Sterling Educational Film. 13. Simmons,B.L.,(2000). Eustress at Work: Accentuating the Positive (Doctoral Dissertation, Oklahoma State University). 14. Tipper, S. P., Brehaut, J. C., & Driver, J. (1990). Selection of moving and static objects for the control of spatially directed action. Journal of Experimental Psychology: Human perception and performance, 16(3), 492. 15. Yukl ,G.,(1997).Leadership in Organizations(4th ed ),New Jersey:Prentice Hall. мко ៝࠼ᏤӛϷϕࠔ፦ჹܭ៝࠼ᅈཀࡋϐቹៜ-аߞҺࣁύϟᡂኧ The impact of customer orientation and interaction quality on customer satisfaction- trust as a mediator Цࢅ 1 ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ߪኾ 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
1.ᄔ ा Ьाଞჹϕࠔ፦ǵ៝࠼ᏤӛᆶߞҺᡂኧزаҔᎯᎭٰቹៜ៝࠼ᅈཀࡋϐӢǴࡺҁࣴزࡐϿࣴ ޔًߥঅȐচቷȑډቹៜǴаߞҺբࣁύϟᡂኧǴӧᒧჴኬҁਔǴа5ԃϣᎯᎭҔًޑ࠼ᅈཀࡋ៝ܭჹځ ჹຝǶز٬ҔΓࣁࣴ܈ᔼቷၸϐًЬ Ԗ҅ӛቹៜǹڀϐ่݀ϩॊӵΠǺ(1)ϕࠔ፦ჹ៝࠼ᅈཀࡋز129ҽǴճҔᘜϩǴࣴڔӅԏӣԖਏୢزҁࣴ Ԗ҅ӛቹៜǹ(4) ៝࠼ᏤӛၸߞҺቹៜڀϕࠔ፦ၸߞҺࡋቹៜ៝࠼ᅈཀࡋǹ (3) ៝࠼Ꮴӛჹ៝࠼ᅈཀࡋ (2) Ƕޣϐ่݀Ǵගр࣬ᜢࡌ๏زԖ҅ӛቹៜǶ٠٩Ᏽҁࣴڀ࠼ᅈཀࡋǹ (5) ៝࠼Ꮴӛჹϕࠔ፦៝ ᜢᗖຒǺϕࠔ፦ǵ៝࠼ᏤӛǵߞҺǵ៝࠼ᅈཀࡋǶ Keywords: interactive quality, customer orientation, trust, customer satisfaction. ङඳزࣴ 1.1 ୯ৎޗϐᔮวࣣॸᒘҬ೯ၮᒡǴᖐΥၭౢࠔǵπࠔ ǴΏԿ߈жႝࠔϐၮᒡނࢬϷεၮᒡ ᡉࣁख़ǶฅԶǴӵՖӧᝡݾᐟਗ਼׳ࡕ༇୧ܺߥঅځǴ࣬ჹ܄жϐਸڗԖคёڀ׳ύϐഌၮҬ೯ၮᒡځࣣࢂǴԶ ᝡݾΚǴԶ٬Ҿ҉ុᔼǴςԋࣁًߥঅϷಃي࠼ྍϷගϲԾۓѱύಥᑉԶрǵᛙޑًߥঅᜎًϯޑ ख़ाፐᚒǶޑΓόளόय़ჹೌמጕ୍ܺ ύैځ୯ϝሦԖจྣϐཥᙑਮݨҔًᕴीࣁ 737099 ፶ǴךीǴҞޑ٩ᏵҬ೯Ϧၡᕴֽ 2019 ԃ 07 Д ҔًϷۘ҂ፎሦจྣϐً፶߾όӧीϐϣǴΨόх֖ᖏਔจྣً፶ǶਥᏵѠًؓঅπӕϦीǴԿ ӚӦϐϩቷǴᕴीًؓঅܭύόх֖ϩණځԃ 08 Д 31 ВЗǴӄ୯уΕϐًؓঅៈϦљӅी 322 ৎǴ 2019 ៈቷኧಉၲ 1000 ৎаǶ ᐒزࣴ 1.2 όӕǶၸ܌ຑሽᆶᜎً៝࠼Ԗڙࡕϐག୍ܺڙᆶᜎًቷԖܴᡉϐৡ౦ǴӢԜჹௗ܄Ҕًߥঅቷϐٰቷ៝࠼ឦ ख़ाӢϷύϟᡂኧǴޑύϝฅЖલ٤ቹៜ៝࠼ᅈཀࡋځࡐӭǴՠزࣴޑѐȨ៝࠼ᅈཀࡋȩቹៜϐӢ ໔ௗჴܺޔΨزࣴޑᕇளᡍࡕᜫཀӆԛӀᖏϐচӢϝԖόܴࣗዴϐೀǶၸѐӭѐܭठ٬ӵՖٰගϲ៝࠼ ᡉҢ៝࠼Ꮴزϐ៝࠼ᅈཀำࡋ࣬ჹཇଯȐSlater & NarverǴ1995ȑǶӃҭԖࣴޣΓϐ៝࠼ᏤӛཀຫଯǴ߾୍ ٮቚу៝࠼ჹ୍ܺගૈ׳ӵ Hennig-Thurau (2004)ࡰр៝࠼ᏤӛϐำࡋຫଯǴ߾ٯӛёૈၸߞҺቹៜ៝࠼ᅈཀࡋǴ ӢનԖёૈࢂϕࠔ፦Ϸ៝࠼ᏤӛǴӢᏢғӧπբύᢀჸϷᆅޑҭᇡࣁቹៜ៝࠼ᅈཀࡋزϐߞҺǶԶҁࣴޣ ჹຝǴठ٬ҔًቷزǴӭаᜎًঅៈቷࣁϩࣴزਔวǴًЬࣗࣁख़ຎϕࠔ፦Ϸ៝࠼ᏤӛǶᔠຎၸѐ࣬ᜢࣴ ຑሽǴڙߥঅቷύࡕϐགډ࠼៝ځჹຝǴᙖҗزаျًؓ(ި)ϦљࣁࣴزϐલαǴࡺҁࣴزԋࣁ࣬ᜢౢࣴ ሽॶǴԶගϲًЬϐ៝࠼ᅈཀࡋǶޕޑ࠼ᏤӛࢂցёૈၸߞҺ៝کࡋϪΕǴаϕࠔ፦ف٠٩Ԝ ޑҞزࣴ 1.3 ࣁ 1.ϕࠔޑǴҞ܄ًߥঅቷύ៝࠼ᆶҾ໔ϐӚᅿᜢ߯ჹ៝࠼ᅈཀࡋϐቹៜزЬाӧుΕࣴزҁࣴ ፦ǵ៝࠼ᏤӛᆶߞҺჹܭ៝࠼ᅈཀࡋϐቹៜਏ݀ǹ2.ϕࠔ፦ჹ៝࠼Ꮴӛޑቹៜ܄ǹ3. ߞҺӧϕࠔ፦ǵ៝࠼Ꮴӛ ᆶ៝࠼ᅈཀࡋϐᜢ߯ύࢂցౢғύϟਏ݀Ƕ мкп 2.Ў 2.1 ៝࠼ᅈཀࡋ ,An Experimental Study of Customer Effort"ޑԃ Cardozo ว߄ 1965 ډനԐගр៝࠼ᅈཀࡋፕЎёаଓྉ ᅈޑЬाύӧౢࠔБय़ǴԶ Cardozo(1965)ᇡࣁගଯ៝࠼زࣴޑExpectation, and Satisfaction"Ƕ ԐයӧᅈཀࡋБय़ ᢀᗺǶޑѬౢࠔځՉࣁǴԶЪόᙯඤޑނ࠼ౢғӆԛᖼ៝ډཀࡋǴз ကۓ)៝࠼ᅈཀࡋϐ) ȑᆶයఈॶ࣬КၨࡕǴ៝࠼่݀܈ਏ݀Ȑޑޕჹঁౢࠔёགޣ࠼ᅈཀȐCustomer Satisfactionȑ൩ࢂ៝ ՅϷБݤǴفᢀᗺǵزӢόӕࣴޣزࣴޑǴόӕزᄊǶଞჹ៝࠼ᅈཀࡋፐᚒϐࣴރགޑѨఈ܈ඍ৹ޑԋ ᇥǴޑύࡰрǴȨᅈཀȩࢂᅿӧགϐᑽໆБԄǴزှᆶ࣮ݤǶHunt ӧ 1997 ԃࣴـӢԶ፟ϒӭόӕϐ চک୍ܺޑᡏᡍ܈ౢࠔޑᖼວ܌ǹӢԜǴ៝࠼ڙࢂ҅ӛϐགޑډள܌ࡕǴޑ୍ܺ܈൩ࢂًЬӧቷߥঅǵᖼວౢࠔ Եໆ٬ҔޣᅈཀǶWoodruff, Cadotte ᆶ Jenkins (1983)߾ࢂᇡࣁǴډӳǴ߾ᇡࣁ៝࠼ࢂག׳܈ኬӳޑҁႣය ᕴᡏϸᔈǴջࣁ៝࠼ᅈཀࡋǶޑԋ܌Ǵڙགޑࡕ୍ܺڙௗ܈ࠔ زΒ)៝࠼ᅈཀࡋϐ࣬ᜢࣴ) य़ϐᑽ୍ܺ܈ᡍٰՉࠔޑᇥܴ៝࠼ᅈཀࡋΏਥᏵ៝࠼ϐزਥᏵ Joewono and Kubota (2007)ϐࣴ ϐٮჴሞගޣٮග୍ܺܭϐϩǶ(Kim et al. 2004ȑᇡࣁ៝࠼ᅈཀࡋٰԾ܄ໆǴ٠ଞჹ៝࠼ϐᡍՉᡏ ӚԄޑ࠼៝ىࠔ፦ஒૈᅈ୍ܺޑᓬ፦ٮ໔ৡຯǶLin (2007)ᇡࣁҾऩၸගޣٿԋ݀ᆶ៝࠼୍ܺයఈॶϐ୍ܺ य़ϐᡏຑǴᆶ Joewono and Kubota୍ܺ܈Ǵ٠ЪΨᇥܴ៝࠼ᅈཀࡋΏ٩Ᏽ៝࠼а۳ϐᡍǴٰՉࠔሡ (2007)ፕᗺόᒉԶӝǶ 2.2 ߞҺ ი܈Γঁޑӝբᜢ߯ǴԶॶளߞҺޑࣽᏢύǴߞߞҺᇡࣁࢂᅿ٩ᒘᜢ߯ǶߞҺࢂࣁΑᙁϯΓᆶΓϐ໔ޗӧ ᒍǶ܍ޑӃځکჴ፬ࡹǴၰቺӺ߾Ǵݤࡓдॺ൨ښᡏཀ ကۓ)ߞҺϐ) ᏢǵЈᏢǵᔮᏢᆶՉᎍᏢ࣬ᜢϐᚒǶޗሦୱύǴፏӵزࣴޑςӧӭزࣴޑߞҺȐTrustȑ ගрǶЦमឮȐ2001ȑаϦѳፕٰ܌ԃ 1967 ܭ ကǴനԐҗ RotterۓࡋٰբفޑᏢޗԶၸѐߞҺӭࢂа زᒍև҅ӛᜢ߯Ƕҁࣴ܍ϩࡕϐ่݀ᡉҢ៝࠼ᅈཀࡋϩձᆶߞҺϷزᒍǵߞҺ໔ϐᜢ߯Ǵࣴ܍៝࠼ᅈཀࡋϷ ࠔϐࠔ፦ᆶё܈୍ܺޑٮග܌Ҿಔᙃܭကࣁ៝࠼ჹۓᇥݤǴஒߞҺޑ(௦Ҕ Garbarino and Johnson (1999 ࡋޑߞЈǶ زΒ)ߞҺϐ࣬ᜢࣴ) όჹԜҬܰϐᜢ߯ౢғଯࡋख़ޣԖமਗ਼ߞҺགਔǴڀჹҾಔᙃޣMorgan and Hunt (1994)ࡰр ߏයϐҬܰᜢ߯ཀᜫǶBromiley and Cumming (1995)ᇡࣁߞ׳ଯǵ׳࠼ᅈཀࡋǴ٠Ъࡌҥଆ៝ޑଯ׳ຎѦǴԶౢғ ϐڐက୍Ǵ٠ӧޑрۓԖܴЎೕ܈ᒍ܍αᓐϐځǴЪයఈҾಔᙃૈวචനεϐոΚаჴ፬܄ԖᅿႣයڀҺ ࣬ޑύࡰрߞҺёԖਏӦफ़ե៝࠼ӧ،ຑਔزࣴޑǶGefen ӧ 2000 ԃەǴЪόэ៝࠼ߡޑၸำύࢂ၈ჴЪ၈ᔊ ܭጄൎǴԶԋࣁёႣෳϐҬܰჹຝǴஒԖճޑफ़ե٠ᙯԋࣁёԖਏᆅ่݀܄Ӛᅿёૈޑሡຑ܌Ǵ٠ஒ܄ჹፄᚇ ύऩલЮߞҺځǴՠޑሽॶΏคёᅪޑᚈБϐϕՉࣁǶԶ Andaleeb (1996)ᇡࣁӧວ፤ᜢ߯ϐύǴ۶Ԝ࣬ϕ٩ᒘ ׳ख़ाࡰǴԶߞҺޑ߾ஒᏤठ۶Ԝᜢ߯ᆙϷόᅈཀǶలߙ (2004)ࡰржϐ៝࠼ᅈཀࡋຑሽࣁӭኧҾᕇճ ҬඤၸำύӸӧཱུࣁޑߞҺӧᜢ߯کҬඤǴԜж߄៝࠼ᅈཀکᆢޑҾಔᙃᆶ៝࠼ᚈБߏයϕᜢ߯ܭԖշ ՅǶفޑख़ा 2.3 ϕࠔ፦ ޗᔮᡏǴѬёаԋࣁᔮޑҥېϕǴҾόӆࢂঁޑᒏϕࠔ፦ȐInteractive Qualityȑ൩ࢂ೯ၸᆶ࠼Њ܌ ೲϸᔈǵԖਏ໒วཥౢࠔǵऊԋҁǵזډӚᅿၗྍᖄᛠଆٰǴၲעගϲǴஒૈޑߞ৲ਡЈǶ೯ၸϕࠔ፦ޑ္ ᔼԏගϲҞޑǶ ကۓ)ϕࠔ፦ϐ) мкр & Ǵ2005)Ƕ(Lehtinenֵ܍ѦӧՉࣁ߄ٰᑽໆ(ࠬޑϕࠔ፦εӭࢂаπӧჹ៝࠼୍ܺௗၸำύ Lehtinen,1991; Brady & Cronin,2001)ᇡࣁϕࠔ፦߯ࡰӧ୍ܺௗਔǴᆶ࠼Њϕϐ୍ܺΓ܈ϕޑࡼǴӧ ကࣁܺۓԵ Heung & ChuȐ2000ȑǴஒϕࠔ፦ୖز࠼Њ୍ܺࠔ፦ᄬय़ᆀϐǶԶҁࣴޑᄬԋ܌ϕၸำύࡕ ᆶᡍǴаϷᒤ٣ਏᆶޕޑՉࣁǵԖ࣬ᜢ୍ܺޑೲזٮගޑ၈ڀΚǵૈޑΓΑှ៝࠼ሡ୍ ୍ܺޑᄊࡋǶ زΒ)ϕࠔ፦ϐ࣬ᜢࣴ) ޑЇว܌܄ёှ،Ӣ୍ܺคϐ׳БԄёᆶ៝࠼ࡌҥଆߏයϐᜢ߯ǴޑSolomon et al. (1985)ᇡࣁၸϕ ϐϕǴϷϕϐஒቹៜ࠼Њسύᇡࣁ࠼Њᆶঁ୍ܺᡏزୢᚒǶќѦ Bitner(1990)ӧϕࠔ፦ϐ࣬ᜢࣴ ϐޕ୍ܺࠔ፦ǶGremler(2000)ࡰр៝࠼ჹܭϕޑޕຑሽԖёૈ҅ӛቹៜ៝࠼ჹܭҾ୍ܺΓπբϐᅈ ѦӧՉࣁ߄ٰᑽໆ(ࠬޑཀࡋǴ࣬ჹҾࠔจຝҭԖ҅ӛቹៜǶϕࠔ፦εӭࢂаπӧჹ៝࠼୍ܺௗၸำύ Ǵ2005)Ƕֵ܍ 2.4 ៝࠼Ꮴӛ ǵቚу៝࠼ሽॶࣁҾᔼрวᗺǴӧᔼၸำ࠼ሡ៝ىᒏ៝࠼Ꮴӛ(Customer Orientation)ࢂࡰҾаᅈ܌ ബཥǴаᄊӦޑᔼᎍЋࢤکፓϩǴख़ຎཥౢࠔ໒วޑૈΚǵୃӳаϷՉࣁޑύǴձຏཀ៝࠼ ЬᢀᖆᘐǶޑჹѱ܈ౢࠔғౢޑࢂाᗉխಥᚆ៝࠼ჴሞሡޑǶѬமፓᔈ៝࠼ሡ ကۓ)៝࠼Ꮴӛϐ) ៝ىշ៝࠼рᖼວϐ،ǴаᅈڐǴᙖҗۺࡼՉϐՉᎍཷ܌ကࣁǺȨᎍ୧ΓۓSaxe & Weitz (1982)ஒ៝࠼Ꮴӛ ύமፓ៝࠼زࣁ२ाԵໆǴϐࡕ Narverȿ Slater Ȑ1990ȑӧࣴሡޑޣҗᕕှۺȩǶ៝࠼Ꮴӛന߃ཷሡޑ࠼ ᄽᡂǴ٠аࣁ៝࠼ബሽॶࣁЬाᔼਡЈҞޑҞᆶ҂ٰሡܭሽॶǴхࡴ៝࠼ჹޑᏤӛࢂҾుΕ៝࠼ ကࣁϦља៝࠼ϐ഻ӳࣁᓬӃԵໆǴ٠ᙖаុബۓԵ Rindfleisch and Moorman (2003)Ǵஒ៝࠼ᏤӛୖزǶҁࣴ р៝࠼ޑሽॶǶ (Β)៝࠼Ꮴӛϐᑽໆᄬय़ Brown, T. J., Mowen, J. C., Donavan, D. T., and Licata, J. W. (2002)ਥᏵ Saxe ȿ Weitz(1982)Ԗᜢܭ៝࠼Ꮴӛޑཷ needs)ǶBove ȿ Johnson (2000)ᇡࣁ៝)πբ(enjoyment)ǵ2.ӣᔈሡܭεᄬय़Ǵϩձࢂ 1.ٿғр़زǴԶࣴۺ ǶDonavan et al., (2004)ஒ៝࠼ᏤӛՉࣁںᒍᆶ܍ޑᗺࢂ௦Ҕሽॶᢀǵ୍ܺᄊࡋǴϷ୍ܺΓޑ࠼ᏤӛϐՉࣁ ௦ҔᐂదΓ(2012) ǵزǵ2.Ӽኟ៝࠼ǵ3.ሀ୍ܺǵ4.ঁΓᜢ߯ϐᆢǶҁࣴϩࣁѤঁᄬय़Ǵϩձࣁ 1.Αှ៝࠼ሡ ϐϕࠔ፦ᑽໆᄬय़Ƕޑගр܌(ᇟ(2016)ǵBrady and Cronin ( 2001 زΟ)៝࠼Ꮴӛϐ࣬ᜢࣴ) ک࠼ሡ៝ڙᄽௗתᎍ୧Γ߾೯தޑǴԶԋфሡځϷނ٣ޑᜢЈ܌࣬Αှ៝࠼ۓᎍ୧ΓѸޑঁԋф ᎍ୧Γᆶ៝࠼ӧϕܭǴҔۺՅ(SaxeǴ1979)ǶKotler (1980)ᇡࣁ៝࠼ᏤӛࢂᅿՉᎍϐཷفᒌ၌ޑှ،៝࠼ୢᚒ ᇡޑޣᅈཀǴаࡌҥଆᆶ៝࠼ߏයϐϕᜢ߯Ƕֆਇ᎔ (2014)ᇡࣁ៝࠼Ꮴӛ൩ࢂाᔼޕၸำύǴ٬៝࠼ޑ ჹҾౢғӳགǶޣǴ٬ڙᆶགޕ
Бݤزࣴ.3 ࢎᄬزࣴ 3.1 ៝ܭࢎᄬǴٰϕࠔ፦ǵ៝࠼ᏤӛᆶߞҺჹزǴ٠ୖԵ࣬ᜢЎගрࣴޑҞزᐒᆶࣴزࣁਥᏵࣴزҁࣴ ࠼ᅈཀࡋϐቹៜਏ݀ǹϕࠔ፦ჹ៝࠼Ꮴӛޑቹៜ܄ǹߞҺӧϕࠔ፦ǵ៝࠼Ꮴӛᆶ៝࠼ᅈཀࡋϐᜢ߯ύࢂցౢ ҢǶ܌ࢎᄬӵკ1زғύϟਏ݀Ƕࣴ
мкс ϕࠔ፦ H2
H3(H3a) H1ġ H6 ߞ Һ ៝࠼ᅈཀࡋ H5(H5a)
៝࠼Ꮴӛ H4
ࢎᄬკزკ1 ࣴ ଷزࣴ 3.2 ϐزǴ٠ࡌҥҁࣴ܄Ьाࣁϕࠔ፦ǵ៝࠼ᏤӛǵߞҺᆶ៝࠼ᅈཀࡋόӕᡂኧ໔ϐ࣬ϕᜢᖄޑҞزҁࣴ ଷǴᇥܴӵΠ: ȐȑߞҺᆶ៝࠼ᅈཀࡋϐᜢ߯ Ǵஒૈගଯ៝࠼ϐߞҺаϷᅈ୍ܺޑᅈཀޕޣ๏ϒૈ่݀ޑ୍ܺٮග܌Fornell (1992)ࡰрҾ ཀࡋǶAndaleeb (1996)ᇡࣁӧວ፤ᜢ߯ϐύऩલЮߞҺ߾ஒᏤठ۶Ԝᜢ߯ᆙϷόᅈཀǶలߙ(2004)ࡰр ᆢޑҾಔᙃᆶ៝࠼ᚈБߏයϕᜢ߯ܭԖշ׳ख़ाࡰǴԶߞҺޑжϐ៝࠼ᅈཀࡋຑሽࣁӭኧҾᕇճ ᡉҢߞҺჹزՅǶਥᏵаࣴفޑҬඤၸำύӸӧཱུࣁख़ाޑߞҺӧᜢ߯کҬඤǴԜж߄៝࠼ᅈཀک :ගрଷӵΠزӛቹៜǶӢԜҁࣴ҅ޑ࠼ᅈཀࡋԖᡉ៝ H1: ߞҺჹ៝࠼ᅈཀࡋԖᡉޑ҅ӛቹៜǶ ȐΒȑϕࠔ፦ᆶ៝࠼ᅈཀࡋϐᜢ߯ ୍ܺࠔ፦Ƕϕࠔ፦ޕϐϕǴϷϕϐஒቹៜ࠼ЊϐسBitner (1990)ᇡࣁ࠼Њᆶঁ୍ܺᡏ ǴЪᆶ៝࠼ϐϕࠔ፦ޑᡏ୍ܺࠔ፦ϐቹៜࢂനεޑٮග܌ΓሞϕჹҾޑΓᆶ៝࠼໔ٮύ୍ܺග ޑᖼວ،ϐཱུख़ाӢનϐȐֻ໋Ǵ2001ȑǶϕࠔ፦ࢂԖׯ๓ᆶமϯ៝࠼ԋߏޣࢂቹៜ׳ؼ :ගрଷӵΠزਏ݀(ෞᘶᆢǴ2007)ǶӢԜҁࣴ Ԗ҅ӛቹៜǶڀH2: ϕࠔ፦ჹ៝࠼ᅈཀࡋ ȐΟȑϕࠔ፦ᆶߞҺϐᜢ߯ϷߞҺӧϕࠔ፦ᆶ៝࠼ᅈཀࡋ໔ϐύϟਏ݀ Ԗ֎ЇΚϐख़ाӢન(Hoffman and Novak, 1996)ǶHa andڀࢂቹៜᆛઠ܄фૈޑԖϕڀဂᆛઠޗ ࢂҾᆶ៝࠼ϐ໔Չྎ೯аϷࡌҥ۶Ԝؼӳᜢ߯ϐӢǴԶӆ़ғр۶Ԝϐߞ܄James(1998)ᇡࣁϕ ᅈཀࡋཇଯǴ߾ૈޑϕᡍޑז๏៝࠼ඍٮဂගޗҺᜢ߯Ƕᄃ߾ߪǵഏᇅᆶ݅ࡹၰ(2004)Ψࡰрᆛၡ ؼӳ୷ᘵ(Garbarinoޑᜢ߯ۓύǴߞҺຎࣁࡌҥЬ៝໔ᛙز࣬ᜢࣴޑϐߞҺགǶԶӧ៝࠼ᜢ߯ޣቚу٬Ҕ ჹ၉ǵӣᔈǵྎ೯ϕǴஒёޑ໔ௗ܈ௗޔJohnson, 1999)ǶӕёǴًቷᆶًЬ(៝࠼)໔ၸ۶Ԝ & :ගрଷӵΠزӛᜢ߯ǴԶቚம៝࠼ϐᅈཀࡋǶӢԜҁࣴ҅ޑౢғჹߞҺౢғၨӳ H3: ϕࠔ፦҅ӛቹៜߞҺǶ H3a: ϕࠔ፦ၸߞҺቹៜ៝࠼ᅈཀࡋǶ ȐѤȑ៝࠼Ꮴӛᆶ៝࠼ᅈཀࡋϐᜢ߯ πϐ៝࠼ᏤӛՉࣁቚу៝࠼ჹܭҾౢࠔ܈୍ܺޑᅈཀำࡋ(Ramsey and Sohi , 1997)ǶFord (2001) мкт ӭϐᒧᆶࡌǴ٠ёගଯჹ୍ܺᡏᡍϐᅈཀࡋǶֆਇ᎔ (2014)ග׳ٮҾёࣁ៝࠼ගޑ߾ᇡࣁ៝࠼Ꮴӛ ፕᏤрزϐࣴޣჹҾౢғӳགǶਥᏵॊӚᏢޣǴ٬ڙᆶགޕᇡޑޣр៝࠼Ꮴӛ൩ࢂाᔼ Ǵ٠ሡޑ࠼៝ىௗǴӧ៝࠼ᆶπ໔ҬϕౢғբҔਔǴԶᅈޑ(ًቷಃጕ୍ܺΓᆶًЬ(៝࠼ :ගрଷӵΠز࣬ჹቚу៝࠼ᅈཀࡋǶӢԜҁࣴ Ԗ҅ӛቹៜǶڀH4: ៝࠼Ꮴӛჹ៝࠼ᅈཀࡋ Ȑϖȑ៝࠼ᏤӛᆶߞҺϐᜢ߯ϷߞҺӧ៝࠼Ꮴӛᆶ៝࠼ᅈཀࡋ໔ϐύϟਏ݀ πૈගଯ៝࠼ᅈཀǴΨᡣᚈБߥؼӳϐᜢ߯ǴЪૈߦԋπᆶ៝࠼ϐ໔ޑԖଯࡋ៝࠼ᏤӛՉࣁڀ ύᡉҢǴѱ(៝࠼)Ꮴӛزࣴޑӝբᜢ߯ȐDunlap & Dotson & Chambers , 1988ȑǶЦਁቼȐ2003ȑޑߏයޑ Ьाচঁٿޑᒍǵӝբϐ࠼Њᜢ߯֡ౢғ҅ӛϐቹៜǶHennig-Thurau (2004)ࡰрቹៜ៝࠼ߥ੮܍ჹߞҺǵ Γ୍ܺޑཀᜫচӢࢂ៝࠼഻္ٗޑ࠼ᏤӛำࡋКၨଯਔǴ٬៝࠼ౢғӆԛ៝ޑӢࢂ 1.Ӣ୍ܺΓ ߞҺགϷ۸၈ࡋǶӕёӧًঅៈޑǴஒගϲ៝࠼ჹಔᙃىᅈሡޑԾρډڙǵ2.ಔᙃ٬៝࠼ག Ԗ៝࠼ᏤӛڀߞҺຫଯǶԶ୍ܺΓޑำࡋཇଯǴًЬჹًቷޑᜢ߯Ǵًቷߥঅ୍ܺΓჴࡼ៝࠼Ꮴӛ :ගрଷӵΠزΚࡕǴӢ៝࠼ჹًቷϐߞҺගଯǴ࣬ჹёගϲ៝࠼ᅈཀࡋǴӢԜҁࣴૈ Ԗ҅ӛቹៜǶڀH5: ៝࠼ᏤӛჹߞҺ H5a: ៝࠼ᏤӛၸߞҺቹៜ៝࠼ᅈཀࡋǶ ȐϤȑ៝࠼Ꮴӛᆶϕࠔ፦ϐᜢ߯ ៝࠼ᏤӛՉࣁԖշܭวಔᙃᆶ៝࠼ϐ໔ޑߏයᜢ߯ȐSaxe and Weitz, 1982ȑǶᚈБޑϕၸำύёа ࠨӝࡋᆶؼӳϐᜢ߯(Crosby et al., 1990)ǶKelley (1992)ࡰрǴ៝࠼ᏤӛჹޑϷቚуᚈБሡޑᙖԜΑှ៝࠼ ᗦ֖Ǵًቷಃጕπၸزϕᜢ߯ǶॊࣴޑҾᆶ៝࠼۶ԜࣣԖೀǴёᡣᚈБߥঁߏයܭ ගزǶӢԜҁࣴޕϕࠔ፦ޑඍ৹ډǴஒᡣ៝࠼གሡޑ࠼៝ىᅈکှܭၸำऩૈठΚޑௗ୍ܺ рଷӵΠ: Ԗ҅ӛቹៜǶڀH6: ៝࠼Ꮴӛჹϕࠔ፦ ကۓ܄ᡂኧᆶᏹբزࣴ 3.3 ፓᇆ߃ભၗǴӚᡂኧϩձࣁ៝࠼ᅈཀࡋǵߞҺǵϕࠔ፦ᆶ៝࠼ᏤӛǶਥᏵၸѐڔஒճҔୢزҁࣴ ᑽໆБԄӵΠǺځက٠ᇥܴۓ܄ᡂኧ๏ϒᏹբزǴჹӚࣴޑҞزᆶҁࣴز࣬ᜢϐࣴ ကᆶᑽໆБԄۓ܄)៝࠼ᅈཀࡋϐᏹբ) ࡕ୍ܺڙௗ܈Եໆ٬Ҕࠔޣကࣁۓ௦ҔWoodruff, Cadotte and Jenkins (1983)ᇥݤǴஒ៝࠼ᅈཀࡋزҁࣴ ࠼ᅈཀࡋᑽໆБԄǴ٠௦Ҕᎄܴ(2012)ǵᎄണ៝ޑ܄ᕴᡏϸᔈǶᑽໆ៝࠼ᅈཀࡋϐБݤ௦ൂޑԋ܌Ǵڙགޑ ϐीϩǴۺ௦լȐLikertȑ7ᗺໆ߄ໆෳӚᄬڔϐໆ߄ǴӅ5ᚒᑽໆୢǶҁୢޣϷࢫη㗟Ȑ2010ȑᏢ(2006) ϩձࣁ1=ߚதόӕཀǵ2=όӕཀǵ3=Ԗᗺόӕཀǵ4=ද೯ǵ5=Ԗᗺӕཀǵ6=ӕཀǵ7=ߚதӕཀǴϩኧຫଯж߄ᇡ ӕำࡋຫଯǴᑽໆᚒӵ߄2܌ҢǺ ߄2 ៝࠼ᅈཀࡋϐᑽໆୢ ᑽ ໆ ᚒ ۺᑽໆᄬ ࣬ᅈཀǶډགךᄊࡋБय़Ǵ୍ܺৣמᔼቷޔӧًߥঅ .1 ࣬ᅈཀǶډགךਏБय़Ǵ୍ܺৣמᔼቷޔӧًߥঅ .2 ࣬ᅈཀǶډགךБय़Ǵޕৣמᔼቷޔ࠼ᅈཀࡋ 3. ӧًߥঅ៝ ࣬ᅈཀǶډགךБय़ǴدᔼቷၗӼӄᗦޔӧًߥঅ .4 ࣬ᅈཀǶډགךϕᜢ߯Бय़Ǵৣמᔼቷޔӧًߥঅ .5 ၗٰྍǺWoodruff, Cadotte and Jenkins (1983)ǵᎄܴ(2012)ǵᎄണ(2006)ǵࢫη㗟Ȑ2010ȑ
млй ကᆶᑽໆБԄۓ܄Β)ߞҺϐᏹբ) ࠔϐࠔ፦ᆶёࡋ܈୍ܺޑٮග܌Ҿಔᙃܭကࣁ៝࠼ჹۓᇥݤǴஒߞҺޑ(௦ҔGarbarino and Johnson (1999زҁࣴ ᅜܴ(2012)ǵMayer et al.(1995)ᆶSwan et al.(1999)ϐໆ߄٠ౣаঅ҅ǴӅ5ᚒᑽໆୢޣߞЈǶᑽໆߞҺϐБݤ߯ୖԵᏢޑ =ϐीϩǴϩձࣁ1=ߚதόӕཀǵ2=όӕཀǵ3=Ԗᗺόӕཀǵ4=ද೯ǵ5ۺ௦լȐLikertȑ7ᗺໆ߄ໆෳӚᄬڔǶҁୢ Ԗᗺӕཀǵ6=ӕཀǵ7=ߚதӕཀǴϩኧຫଯж߄ᇡӕำࡋຫଯǴᑽໆᚒӵ߄3܌ҢǺ ߄3 ߞҺϐᑽໆୢ ᑽ ໆ ᚒ ۺᑽໆᄬ
ғౢૈΚǶޑىԖৣמޑᔼቷޔள၀ًߥঅך .1
ǶޑЈܫࢂёаךǴ୍ܺޑٮග܌ᔼቷޔள၀ًߥঅך .2
Ƕ୍ܺޑനӳٮගৣמޑᔼቷޔள၀ًߥঅך .ߞ Һ 3
ᔼቷᆢঅࡕёаӼЈᎯᎭǶޔள၀ًߥঅך .4
Ƕ୍ܺޑٮග܌ᔼቷࠔจޔ࣬ߞ၀ًߥঅךǴقԶ .5
(ၗٰྍǺGarbarino and Johnson (1999)ǵᅜܴ(2012)ǵMayer et al.(1995)ǵSwan et al.(1999 ကᆶᑽໆБԄۓ܄Ο)ϕࠔ፦ϐᏹբ) Չࣁǵ୍ܺޑೲזٮගޑ၈ڀΚǵૈޑကࣁ୍ܺΓΑှ៝࠼ሡۓԵHeung and ChuȐ2000ȑǴஒϕࠔ፦ୖزҁࣴ ᄊࡋǶᑽໆϕࠔ፦ϐБݤ߯ୖԵঅׯᐂదΓ(2012) ǵᇟޑᆶᡍǴаϷᒤ٣ਏᆶ୍ܺޕޑԖ࣬ᜢ ϐϕࠔ፦ໆ߄Ǵزঅ҅ࡕǴբࣁҁࣴ܄ϐϕࠔ፦ໆ߄Ǵӆ٩ً፶ߥঅϐޑගр܌(ǵBrady and Cronin (2001(2016) ϐीϩǴϩձۺ௦լȐLikertȑ7ᗺໆ߄ໆෳӚᄬڔǴӅ13ᚒᑽໆୢǶҁୢ܄ϩࣁ3ঁᄬय़ǴϩձࣁᄊࡋǵՉࣁϷ ࣁ1=ߚதόӕཀǵ2=όӕཀǵ3=Ԗᗺόӕཀǵ4=ද೯ǵ5=Ԗᗺӕཀǵ6=ӕཀǵ7=ߚதӕཀǴϩኧຫଯж߄ᇡӕำࡋຫଯǴ ᑽໆᚒӵ߄4܌ҢǺ ᆶୢۺ߄4 ϕࠔ፦ϐᑽໆᄬ ᑽ ໆ ᚒ ۺᑽໆᄬ ᄊࡋࡐǶޑৣמᔼቷޔ၀ًߥঅ .1 ᄊࡋԖऐЈǶޑৣמᔼቷޔ၀ًߥঅ .2 ᄊࡋБय़ ࡋٰགྷǶفགྷݤǴ٠а៝࠼کΑှ៝࠼ሡৣמᔼቷޔ၀ًߥঅ .3 ᜢЈ៝࠼Ƕৣמᔼቷޔ၀ًߥঅ .4 ऐЈࣁ៝࠼ှ،ᅪୢǶৣמᔼቷޔόᅈਔǴ၀ًߥঅ܈ܤ៝࠼ .5 ՉǶޑڗ௦܌ሡޑךჹৣמᔼቷޔߞᒘ၀ًߥঅૈך .6 ךΑှৣמᔼቷޔًߥঅޑךᆶǴᡣୖޑᑈཱུךӧ୍ܺၸำύǴ .7 ՉࣁБय़ གྷाޑ୍ܺࠔ፦Ƕ ǶሡޑךளдΑှךՉࣁᡣޑ߄рৣמᔼቷޔ၀ًߥঅ .8 ǶىதݤᅈৣמᔼቷޔਔǴ၀ًߥঅගрሡך .9 ΚǶૈکޕޑԖບᘐǵࡺም௨ନᆶߥᎦڀৣמᔼቷޔ၀ًߥঅ .10 ှเǶڅୢᚒᕴࢂԖૈΚҥޑჹ៝࠼ৣמᔼቷޔ၀ًߥঅ .11 ܄Бय़ தૈమཱৣמᔼቷޔೀБԄǴ၀ًߥঅکۓೕޑߥঅቷϣܭჹ .12 ှᇥǶ Ƕޑϕࠔ፦ࢂߚதؼӳৣמᔼቷޔ၀ًߥঅکךǴقᡏԶ .13
(ၗٰྍǺHeung and ChuȐ2000ȑǵᐂదΓ(2012) ǵᇟ(2016)ǵBrady and Cronin ( 2001
млк ကᆶᑽໆБԄۓ܄Ѥ)៝࠼Ꮴӛϐᏹբ) ޣǶᑽໆ៝࠼ᏤӛϐБݤ߯௦ҔᏢٮကࣁًЬᇡࣁ୍ܺගۓ௦ҔSchneider et al.,(1998)ϐᢀᗺǴஒ៝࠼Ꮴӛزҁࣴ ௦լȐLikertȑ7ᗺໆڔගрϐໆ߄ౣаঅ҅ǴӅ5ᚒᑽໆୢǶҁୢ܌ (Thomas, Soutar, and Ryan (2001)ǵֆറᘬ(2018 ϐीϩǴϩձࣁ1=ߚதόӕཀǵ2=όӕཀǵ3=Ԗᗺόӕཀǵ4=ද೯ǵ5=Ԗᗺӕཀǵ6=ӕཀǵ7=ߚதӕཀǴϩۺ߄ໆෳӚᄬ ኧຫଯж߄ᇡӕำࡋຫଯǴᑽໆᚒӵ߄5܌ҢǺ ߄5 ៝࠼Ꮴӛϐᑽໆୢ
ᑽ ໆ ᚒ ۺᑽໆᄬ
Ƕሡޑ࠼៝ى၂ᅈৣמᔼቷޔ၀ًߥঅ .1 നεճǶޑख़ຎ៝࠼ৣמᔼቷޔ၀ًߥঅ .2 ୢᚒǶޑှ،࠼ЊܭԖշ୍ܺ܈ౢࠔޑٮග܌ৣמᔼቷޔ၀ًߥঅ .3 ៝࠼Ꮴӛ ୢᚒࢂനӝޑှ،࠼Њܭჹ୍ܺ܈ౢࠔޑٮග܌ৣמᔼቷޔ၀ًߥঅ .4 ޑǶ Ƕ୍ܺ܈ౢࠔޑрჹ៝࠼നԖᔅշפ၂ৣמᔼቷޔ၀ًߥঅ .5
(ၗٰྍǺSchneider et al.,(1998)ǵThomas, Soutar, and Ryan (2001)ǵֆറᘬ(2018 ܫวڔჹຝᆶୢزࣴ 3.4 ჹຝز) ࣴ) ࣁܫϐวڔჹຝǴаરҁୢزᔼቷᡍϐҔً٬ҔΓࣁࣴޔа5ԃϣԖᎯᎭҔًԿ၀ࠔจߥঅزҁࣴ ๏ϒբเǶڔҁરҁୢٮǴගޣෳڙϐཀᜫǴ٠ჹԖཀᜫϐڔ༤เୢޣෳڙЬǴӃՉቻ၌ ኬБݤܜ (Β) ๏ϒ 5 ԃϣԖᎯᎭҔًԿ၀ࠔจߥܫวڔኬϐБԄՉǴЬाٰྍࢂаરҁୢܜ௦ߡճܫวڔϐୢزҁࣴ ๏ 5 ԃϣԖᎯᎭҔًԿࠔจٰܫၠቷว܈շڐᔼቷᡍϐҔً٬ҔΓǴҭջၸӕ٣Ϸߐ໔ϐޔঅ ǴԖਏڔύ 4 ҽคਏୢځǴকନڔளόܰǴᕴीӣԏ 133 ҽୢڗڔᔼቷᡍϐً٬ҔΓ༤เǶӢୢޔߥঅ ࣁ 129 ҽǶڔୢ ᆶϩܫวڔΟ) ෳୢ) ϐЎز಄ӝҁࣴځத٬Ҕϐໆ߄Ǵ٠ӧЎӷౣуаঅႬ٬ޣୢΏ༼ԾӭՏᏢڔ٬Ҕϐરҁୢ܌زҁࣴ ǴܫԄว҅ڔરҁୢܭزౢғᇤှԶᇤเǴࡺҁࣴޣೖڙϐୢԖᇟཀ߄ၲϐৡ౦ᏤठڔǶࣁᗉխୢཀሡ ϣڔፓঅ҅ǴаගϲୢޑՉᇟཀـୢϣࡼբᔠෳǴ٠٩ӣᙟϐཀڔෳϐБݤჴሞჹୢڔа௦Չୢ ϐਏࡋǴᕴीෳԖਏӣԏኧࣁ20ҽǶ
ϩᆶ่݀زࣴ.4 ӣԏᆶኬҁ่ᄬϩڔୢ 4.1 ӣԏ่݀ڔ) ୢ) ޕޑ࠼ᏤӛࢂցёૈၸߞҺ៝کຑሽǴϕࠔ፦ڙߥঅቷύࡕϐགډЬाଞჹҔًЬزҁࣴ ڙᔼቷᡍϐҔً٬ҔΓࣁޔሽॶǴԶቹៜًЬϐ៝࠼ᅈཀࡋǶଞჹ5ԃϣԖᎯᎭҔًԿ၀ࠔจߥঅ ӣԏኧࣁ129ҽǴԖڔǴᕴीԖਏୢڔǴӣԏ133ҽǴকନ4ҽคਏୢڔ230ҽୢܫǴᕴीวڔરҁୢܫෳჹຝ٠ว ӣԏ97%Ƕڔਏୢ (Β) ኬҁ่ᄬϩ ՞ 95.3%ȐN=123ȑǴ܄تኬኬҁύϐܜزǴҁࣴقձϩԶ܄ҢǴа܌ ኬҁ่݀ӵ߄ 7ޑኬܜ܌زҁኬҁϐࣴ ኬҁύǴа 30(֖)~40 ྃ՞ 35.7%നӭȐN=46ȑǹޑኬϩܜزǴҁࣴقȐN=6ȑǹаԃសϐϩթԶ%4.7 ܄ζܭКଯ Ǵ 1~5(֖)ԃ՞ 27.9%നقᏢᐕǴଯύᙍ՞ 51.2%ࣁനӭȐN=66ȑǹаً٬ҔԃၗԶޑޣೖڙǴقа௲ػำࡋԶ നଯ( N=47)Ƕٯኬҁ่݀ᡉҢǴ 30,001 ϡ~ 40,000(֖) ϡ՞ 36.4%КޑኬܜزǴҁࣴقளԶ܌ӭȐN=36ȑǹаঁΓД млл ߄6 ୷ҁङඳၗԭϩКԛኧϩଛ߄ ङඳᡂ ϩ Γኧ ԭϩК 95.3 123 ت ܄ձ ζ 6 4.7 9.3 12 ྃ 30~(֖)20 35.7 46 ྃ 40~(֖)30 ԃស 33.3 43 ྃ 50~(֖)40 а 28 21.7ྃ(֖)50 ୯ύ(֖)аΠ 8 6.2 ଯύᙍ 66 51.2 ௲ػำࡋ εᏢ() 52 40.3 ᅺറγ 3 2.3 1 ԃаΠ 5 3.9 1ɴ5(֖)ԃ 36 27.9 6ɴ10(֖)ԃ 32 24.8 ً٬Ҕԃၗ 11ɴ15(֖)ԃ 32 24.8 16ɴ20(֖)ԃ 12 9.3 20 ԃа 12 9.3 ϡаΠ 0 0(֖)20,000 20,001ɴ30,000(֖)ϡ 5 3.9 30,001ɴ40,000(֖)ϡ 47 36.4 ঁΓД܌ள 40,001ɴ50,000(֖)ϡ 43 33.3 50,001ɴ60,000(֖)ϡ 17 13.2 60,001 ϡа 17 13.2 4.2 ߞࡋϩ Guilford( 1965)ගр Cronbach’s α ߯ኧεܭ 0.7 аࣁଯߞࡋǹϟܭ 0.35~0.7 ࣁύߞࡋǹλܭ 0.35 ਔǴࣁեߞ ߞࡋϩϐ่݀ǴȨ៝ځItem-to Total CorrelationǴ ޑीϐᚒӅी 28 ᚒǴଞჹӚᚒڔࡋǴ߾ѸմନǶҁୢ ࠼ᅈཀࡋȩᡂኧϐᕴ Cronbach´s α ॶࣁ 0.928ǹȨߞҺȩᡂኧޑᕴ Cronbach´s α ॶࣁ 0.907ǹȨϕࠔ፦ȩޑᕴ Cronbach´s α ॶࣁ 0.731ǹȨ៝࠼Ꮴӛȩᡂኧޑᕴ Cronbach´s α ॶࣁ 0.939Ƕୖྣ Nunnaiiy ( 1978)ϐࡌ Cronbach´s α ॶၲ 0.7 а 0.5Ǵ֡ ܭҞᕴ࣬ᜢȩॶࣣεޑӚᚒϐȨঅ҅ځ0.7аǴϷ ܭᡉҢϐߞࡋࣣε܌ጄൎǴӚᡂኧॶڙࣁёௗ ҢǺ܌ ߞࡋϩӵΠӈ߄ 7ɴ10ځǶ܄ϣठޑԖؼӳڀ಄ӝଯߞࡋϐྗǴ٠ ߄7 ៝࠼ᅈཀࡋϐߞࡋϩ߄ অ҅ޑҞ Ҟմନਔޑ ᚒ ѳ֡ኧڔᚒဦ ୢ ᕴ࣬ᜢ Cronbach’s α ॶ ᄊ୍ܺৣמᔼቷޔӧًߥঅ 1 0.897 0.895 6.155 ࣬ᅈཀǶډགךࡋБय़Ǵ ਏ୍ܺৣמᔼቷޔӧًߥঅ 2 0.827 0.910 5.969 ࣬ᅈཀǶډགךБय़Ǵ ޕৣמᔼቷޔӧًߥঅ 3 0.750 0.923 6.186 ࣬ᅈཀǶډགךБय़Ǵ ᔼቷၗӼӄᗦޔӧًߥঅ 4 0.798 0.914 6.093 ࣬ᅈཀǶډགךБय़Ǵد ϕᜢৣמᔼቷޔӧًߥঅ 5 0.819 0.915 6.295 ࣬ᅈཀǶډགך߯Бय़Ǵ Cronbach’s α ॶ 0.928 млм ߄8 ߞҺϐߞࡋϩ߄ ᑽໆ অ҅ޑҞ Ҟմନਔޑ ᚒ ѳ֡ኧڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ
ޑᔼቷޔள၀ًߥঅך.1 0.674 0.906 6.062 ғౢૈΚǶޑىԖৣמ
܌ᔼቷޔள၀ًߥঅך .2
Ј 0.800 0.880 6.240ܫࢂёаךǴ୍ܺޑٮග ߞ ޑǶ
ޑᔼቷޔள၀ًߥঅך .3 0.826 0.874 6.116 Ƕ୍ܺޑനӳٮගৣמ Һ
ᔼቷᆢޔள၀ًߥঅך .4 0.802 0.879 6.124 অࡕёаӼЈᎯᎭǶ
࣬ߞ၀ًߥךǴقԶ .5 0.740 0.893 6.171 Ƕ୍ܺޑٮග܌ᔼቷࠔจޔঅ
Cronbach’s α ॶ 0.907
߄9 ϕࠔ፦ϐߞࡋϩ߄ ᑽໆ অ҅ޑҞ Ҟմନਔޑ ᚒ ѳ֡ኧڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ
ᄊޑৣמᔼቷޔ၀ًߥঅ .1 0.801 0.953 6.744 ࡋࡐǶ
ᄊޑৣמᔼቷޔ၀ًߥঅ .2 ᄊ 0.628 0.701 6.031 ࡋԖऐЈǶ
Αှৣמᔼቷޔ၀ًߥঅ .3
5.830 0.704 0.595 فགྷݤǴ٠а៝࠼کࡋ ៝࠼ሡ ࡋٰགྷǶ
ჹ៝ৣמᔼቷޔБ 4. ၀ًߥঅ 0.727 0.693 5.814 ࠼ᄊࡋհΨόᜢЈǶ
य़ 5. ៝࠼ܤ܈όᅈਔǴ၀ ऐЈࣁ៝࠼ 0.754 0.689 5.969ৣמᔼቷޔߥঅً ှ،ᅪୢǶ
млн ߄9 ϕࠔ፦ϐߞࡋϩ߄(ុ) ᑽໆ অ҅ޑҞ Ҟմନਔޑ ᚒ ѳ֡ኧڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ
ᔼቷޔߞᒘ၀ًߥঅૈך .6 Չ Չ 0.668 0.695 5.946ޑڗ௦܌ሡޑךჹৣמ Ƕ ࣁ ޑᑈཱུךӧ୍ܺၸำύǴ.7
ᔼቷ 0.597 0.702 5.969ޔًߥঅޑךᆶǴᡣୖ ࠔ፦Ƕ୍ܺޑགྷाךΑှৣמ Б
߄ৣמᔼቷޔ၀ًߥঅ .8
5.899 0.699 0.682 ޑךளдΑှךՉࣁᡣޑय़ р ሡ
ਔǴ၀ًߥගрሡך .9 0.668 0.700 6.023 தᅃόᜢЈǶৣמᔼቷޔঅ
ڀৣמᔼቷޔ၀ًߥঅ .10 Ԗບᘐǵࡺም௨ନᆶߥᎦ 0.645 0.700 6.233 ΚǶૈکޕޑ ჹৣמᔼቷޔ၀ًߥঅ .11
ှ 0.609 0.707 6.163څୢᚒᕴࢂԖૈΚҥޑ࠼៝ ܄ เǶ
ೀکۓೕޑߥঅቷϣܭჹ .12
6.163 0.698 0.724 מᔼቷޔБ БԄǴ၀ًߥঅ தคݤమཱှᇥǶৣ
၀ًߥکךǴقय़ 13. ᡏԶ ϕࠔ፦ࢂߚத 0.683 0.699 6.124ৣמᔼቷޔঅ Ƕޑؼӳ
Cronbach’s α ॶ 0.731
мло ߄10 ៝࠼Ꮴӛϐߞࡋϩ߄ ᑽໆ অ҅ޑҞ Ҟմନਔޑ ᚒ ѳ֡ኧڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ தࢂৣמᔼቷޔ၀ًߥঅ .1 0.849 0.923 6.016 Ƕሡޑ࠼Њىᅈ
ख़ຎৣמᔼቷޔ၀ًߥঅ .2 0.851 0.92 5.876 ៝࠼ޑനεճǶ ៝ ග܌ৣמᔼቷޔ၀ًߥঅ .3 ှ،࠼Њ 0.814 0.930 6.093ܭԖշ୍ܺ܈ౢࠔޑٮ ࠼ ޑୢᚒǶ Ꮴ ٮග܌ৣמᔼቷޔ၀ًߥঅ .4
ୢ 0.831 0.926 5.946ޑှ،࠼Њܭჹ୍ܺ܈ౢࠔޑ ӛ ᚒࢂനӝޑǶ פ၂ৣמᔼቷޔ၀ًߥঅ .5 рჹ៝࠼നԖᔅշޑౢࠔ܈ܺ 0.844 0.924 5.992 ୍Ƕ
Cronbach’s α ॶ 0.939
4.3 ௶ॊ܄ी ٩Ᏽ៝࠼ᅈཀࡋǵߞҺǵϕࠔ፦ᆶ៝࠼ᏤӛѤᡂኧٰՉѳ֡ኧᆶྗৡϐϩǶவ߄11ϐѳ֡ኧёղ аLikertΎᗺЁࡋزݩǶҁࣴރӚᡂኧϐᡂ౦ځࢂ҅ӛǴаϷӧྗৡύ܈ࣁॄӛڙϐᡏགۺჹӚᄬޣೖڙᘐр 5ϩǴжܭѳ֡ኧࣣεځᡂኧǴز࠼ᅈཀࡋǵߞҺǵϕࠔ፦ᆶ៝࠼Ꮴӛࣴ៝زໆ߄ࣁྗǴ4ϩࣁύ໔ॶǴҁࣴ ҢǺ܌ӵ߄11่݀ځБय़ࢂ๏ϒၨࣁ҅य़ϐຑሽǶޕӚᡂኧϐᇡܭჹޣෳڙ߄ ߄11 Ӛᡂኧѳ֡ኧᆶྗৡ ᡂኧ ѳ֡ኧ ྗৡ ៝࠼ᅈཀࡋ 6.140 0.913
ߞҺ 6.143 0.848
ϕࠔ፦ 6.070 0.985
៝࠼Ꮴӛ 5.985 0.961
4.4 Ӛᡂኧ໔ϐ࣬ᜢ߯ኧϩ ԾᡂኧࣁȨϕࠔ፦ȩϷȨ៝࠼ᏤӛȩǴ٩ᡂኧࣁȨ៝࠼ᅈཀࡋȩᆶύϟᡂኧȨߞҺȩǴӅीѤᡂኧǶޑزҁࣴ ҢǺ܌ ࣬ᜢำࡋࢂցԖᡉᜢ߯Ǵϩ่݀ӵ߄ 12܄ໆϯᡂኧ໔ϐጕঁٿа SPSS Pearson ࣬ᜢϩݤٰᔠᡍزҁࣴ ߄12 ࣬ᜢ߯ኧϩ߄
៝࠼ᅈཀࡋ ߞҺ ϕࠔ፦
៝ ࠼ ᅈ ཀ ࡋ 1
ߞ Һ 0.780** 1
ϕ ࠔ ፦ 0.803** 0.765** 1
៝ ࠼ Ꮴ ӛ 0.799** 0.781** 0.854**
ຏǺ *ࣁ<0.05 **ࣁp<0.01 ***ࣁp<0.001
млп 4.5 ӚᡂኧᆶΓαीᡂϐৡ౦܄ϩ () όӕ܄ձჹӚᡂኧϐৡ౦܄ϩ ձჹ៝࠼ᅈཀࡋǵߞҺǵϕࠔ፦ᆶ៝࠼ᏤӛѤঁᡂኧǴࣣ܄ࡕวόӕۓձБय़Ǵ௦Ҕ t ᔠ܄ӧ คᡉৡ౦Ȑpɧ0.05ȑǴࡺόӈр߄Ƕ
(Β) όӕԃសჹӚᡂኧϐৡ౦܄ϩ ࠼ᅈཀࡋǵߞҺᆶ៝࠼ᏤӛΟঁᡂኧࣣคᡉ៝ܭࡕวǴόӕԃសჹۓӧԃសБय़Ǵ௦Ҕ ANOVA ᔠ ৡ౦Ȑpɧ0.05ȑǴࡺόӈр߄Ƕόӕԃសჹϕࠔ፦ϐᔠᡍ่݀ϐ P ॶࣁ 0.018Ǵၲᡉৡ౦Ȑp ၨޣೖڙޑǴԃសࢂ 50(֖)ྃаقɦ0.05ȑǶӆ Scheffe ݤՉ٣ࡕКၨёวǴჹϕࠔ፦ԶࣴԶ य़ϐຑሽǶ҅׳Ԗޣೖڙޑྃ ԃសࣁ 30(֖)ɴ40
߄ 13 όӕԃសჹӚᡂኧϐৡ౦ϩ߄ ѳ֡ኧ ᡂኧ F ॶ Scheffe Ȑ1ȑ Ȑ2ȑ Ȑ3ȑ Ȑ4ȑ
ϕࠔ፦ 6.33 5.80 6.00 6.50 3.45* 2 < 4
ຏǺ߄ p<0.05ǹ(1) 20(֖)ɴ30 ྃǵ(2) 30(֖)ɴ40 ྃǵ(3) 40(֖)ɴ50 ྃǵ(4) 50(֖)ྃаǶ
ϩ܄Ο) όӕ௲ػำࡋჹӚᡂኧϐৡ౦) ࠼ᅈཀࡋǵߞҺǵϕࠔ፦ᆶ៝࠼Ꮴ៝ܭࡕวǴόӕ௲ػำࡋჹۓӧ௲ػำࡋБय़Ǵ௦Ҕ ANOVA ᔠ ӛѤঁᡂኧࣣคᡉৡ౦Ȑpɧ0.05ȑǴࡺόӈр߄Ƕ
ϩ܄Ѥ) όӕً٬ҔԃၗჹӚᡂኧϐৡ౦) ࠼ᅈཀࡋǵߞҺǵϕࠔ៝ܭً٬ҔԃၗჹޑࡕวǴόӕۓӧً٬ҔԃၗБय़Ǵ௦Ҕ ANOVA ᔠ ፦ᆶ៝࠼ᏤӛѤঁᡂኧࣣคᡉৡ౦Ȑpɧ0.05ȑǴࡺόӈр߄Ƕ
(ϖ) όӕঁΓ܌ளჹӚᡂኧϐৡ౦܄ϩ ࠼ᅈཀࡋǵߞҺǵϕࠔ፦ᆶ៝࠼Ꮴӛ៝ܭளჹ܌ΓঁޑࡕόӕۓளБय़Ǵ௦Ҕ ANOVA ᔠ܌ӧঁΓ Ѥঁᡂኧࣣคᡉৡ౦Ȑpɧ0.05ȑǴࡺόӈр߄Ƕ 4.6 ύϟਏ݀ϐᡍ ϐଷ௦Ҕ Hayes Ȑ2013ȑPROCESS ी೬ᡏٰՉၗز٩ᡂϐቹៜਏ݀ǴаᡍҁࣴܭࣁΑှӚᡂჹ ԛǴаՉᔠᡍǶ 5000 ܭϩᔠᡍ٠ᒧ Model 4 Ϸ Bootstrap Samples ۓ) ߞҺӧϕࠔ፦ᆶ៝࠼ᅈཀࡋ໔ϐύϟਏ݀ᔠ) ǴߞҺᡉ҅ӛቹៜ៝࠼ᅈཀࡋȐβ=0.52Ǵp<0.05ȑǴقӵკ 4-1Ǵճ Ҕ Model 4 ՉᔠᡍǴ٩ӚଷԶ ߞҺϐቹៜևᡉНྗܭଷ H1ǺߞҺ҅ӛቹៜ៝࠼ᅈཀࡋǶϕࠔ፦ჹزǴЍҁࣴޕҗԜள ࠼ᅈཀࡋ៝ܭԖ҅ӛቹៜǶϕࠔ፦ჹڀߞҺܭǴЍ H3Ǻϕࠔ፦ჹޕȐβ=0.67Ǵp<0.05ȑǴҗԜள ቹៜǶᙖҗύϟਏޑԖ҅ӛڀ໔ၲᡉНྗȐβ=0.37ǹp<0.05ȑǴӢԜЍ H2Ǻϕࠔ፦ჹ៝࠼ᅈཀࡋ 0Ǵ߾ж߄ύϟਏ݀ϐӸӧǴ ډȐ0.35ǴBootLLCI =0.17ǹBootULCI=0.55ȑǴԜߞᒘ໔ऩ҂х֖ۓϐᔠ݀ ჴύϟਏ݀ዴჴӸӧǴЍଷ H3aǺϕࠔ፦ၸߞҺቹៜ៝࠼ᅈཀࡋǶزӢԜҁࣴ
млр (0.52*) (0.67*) ߞҺ H1 H3(H3a)
ϕࠔ፦! ៝࠼ᅈཀࡋ! H2 )1/48+01/46+*!
კ2 ϕࠔ፦ၸߞҺჹ៝࠼ᅈཀࡋϐቹៜ ۓΒ) ߞҺӧ៝࠼Ꮴӛᆶ៝࠼ᅈཀࡋ໔ϐύϟਏ݀ᔠ) ӵკ 3Ǵ៝࠼Ꮴӛჹܭ៝࠼ᅈཀࡋϐቹៜ܄ևᡉНྗȐβ=0.57Ǵp<0.05ȑǴҗԜளޕǴᔠᡍϐ่ ၲᡉНྗȐβ=0.34ǹ܄࠼ᅈཀࡋϐቹៜ៝ܭԖ҅ӛቹៜǶߞҺჹڀЍ H4Ǻ៝࠼Ꮴӛჹ៝࠼ᅈཀࡋ݀ ၲᡉНྗ܄Ԗ҅ӛϐቹៜǶ៝࠼ᏤӛჹߞҺϐቹៜڀp<0.05ȑǴӢԜЍଷ H1ǺߞҺჹ៝࠼ᅈཀࡋ Ȑ0.24ǴۓǶᙖҗύϟਏ݀ϐᔠ܄Ԗ҅ӛϐቹៜڀȐβ=0.71Ǵp<0.05ȑǴӢԜЍଷ H5Ǻ៝࠼ᏤӛჹߞҺ ჴزύϟਏ݀ϐӸӧǴҁࣴځ0Ǵ߾ж߄ ډBootLLCI =0.10ǹBootULCI=0.40ȑǴԜߞᒘ໔ऩ҂х֖ ύϟਏ݀ዴჴӸӧǴࡺЍଷ H5aǺ៝࠼ᏤӛၸߞҺቹៜ៝࠼ᅈཀࡋǶ
(0.34*) (0.71*) ߞҺ H1 H5(H5a)
៝࠼Ꮴӛ ៝࠼ᅈཀࡋ H4 (0.57*/0.24*)
კ3 ៝࠼ᏤӛၸߞҺჹ៝࠼ᅈཀࡋϐቹៜ 4.7 ᘜϩ ҢǶᘜϩ܌ Ǵ่݀ӵ߄ 14܄ᡂኧϐϕቹៜٿճҔᘜϩٰᡍॊز࠼Ꮴӛჹϕࠔ፦ϐቹៜǶҁࣴ៝ ߯ኧᘜኳԄϐଛࡋؼӳǶۓF=179.008ǴP=0.000<0.05ǴၲᡉНྗǴ߄Ңҁղ ۓᡍ่݀ᡉҢǴኳԄᔠޑ Ԗଯࡋှញڀ߯ኧ Adj-R2 =0.582Ǵ߄ҢҁᘜኳԄۓβ ߯ኧࢂ 0.765Ǵt ॶࢂ 13.379Ǵp=0.000<0.05Ǵղ ޑϯྗ Ԗ҅ӛቹៜǶڀϕࠔ፦ܭΚǴӢԜЍଷ H6:៝࠼Ꮴӛჹ
߄14 ύϟਏ݀ϩ߄ ᡂኧ β t ॶ P ॶ தኧ --- 3.888 0.000 ៝࠼Ꮴӛ 0.765*** 13.379 0.000 ኳԄ Adj-R2 =0.582 F=179.008 0.000 ຏǺ *ࣁ<0.05 **ࣁ p<0.01 ***ࣁ p<0.001
ۓଷ่݀ᔠ 4.8 ҢǶ܌ ஒӚᡂኧଷᇥϐϩᔠᡍ่݀༼ӵ߄ 15زҁࣴ
млс ଷ ϣ ่ ݀
H1 ߞҺჹ៝࠼ᅈཀࡋԖᡉޑ҅ӛቹៜ Ѝ
Ԗ҅ӛቹៜ ЍڀH2 ϕࠔ፦ჹ៝࠼ᅈཀࡋ
H3 ϕࠔ፦҅ӛቹៜߞҺࡋ Ѝ
H3a ϕࠔ፦ၸߞҺࡋቹៜ៝࠼ᅈཀࡋ Ѝ
Ԗ҅ӛቹៜ ЍڀH4 ៝࠼Ꮴӛჹ៝࠼ᅈཀࡋ
Ԗ҅ӛቹៜ ЍڀH5 ៝࠼ᏤӛჹߞҺ
H5a ៝࠼ᏤӛၸߞҺቹៜ៝࠼ᅈཀࡋ Ѝ
Ԗ҅ӛቹៜ ЍڀH6 ៝࠼Ꮴӛჹϕࠔ፦
ଷᡍ่݀༼߄ز߄15 ࣴ
5.่ፕᆶࡌ ፕ่زࣴ 5.1 () ୷ҁၗჹӚᡂኧ໔ϐৡ౦܄ϩ ளᆶ៝࠼ᅈཀࡋǵߞҺǵϕ܌ձǵ௲ػำࡋǵً٬ҔԃၗϷঁΓ܄วΓαीᡂύ୷ҁၗϐزҁࣴ ڙޑၲᡉৡ౦Ǵаԃស50(֖)ྃаޕৡ౦Ƕόӕԃសቫჹϕࠔ፦ϐᇡ܄ࠔ፦ᆶ៝࠼ᏤӛӚᡂኧ໔֡คᡉ ৡ౦Ƕ܄࣬Кၨ߾คᡉٿٿᎩόӕԃសဂಔځय़ϐຑሽǴ҅׳ჹϕࠔ፦Ԗޣೖڙၨԃសࣁ30(֖)ɴ40ྃϐޣೖ ًቷჴࡼً፶ߥঅӭԃǴᆶًቷ୍ܺΓዕ٠۶ԜߥԖܭӭኧޣೖڙࡕวǴԃស50(֖)ྃаϐزচӢ य़ϐຑሽǶ҅׳Ԗޣೖڙߏයϕϐᜢ߯Ǵࡺϕࠔ፦Бय़࣬ၨ30(֖)ɴ40ྃϐ (Β) ߞҺჹ៝࠼ᅈཀࡋԖ҅ӛቹៜ ໔Ӹӧᡉϐ҅ӛቹៜǴޣٿჴΑ่݀ځևᡉНྗǴ܄ǴߞҺჹ៝࠼ᅈཀࡋϐቹៜޕӧᘜϩύள ၀αౢғೱ่ǴԶගϲ៝࠼ᅈཀܭჹځౢғߞҺёቚуৣמ(ᔼቷ(চቷޔΨ൩ࢂऩҔً٬ҔΓჹҔًߥঅ ፕ࣬಄Ƕ่زӵలߙ(2006)ϐࣴޣϩ่݀ᆶӃᏢزࡋǴԜࣴ (Ο) ϕࠔ፦ჹ៝࠼ᅈཀࡋԖ҅ӛቹៜ ǴޕࡕளۓǴаϕࠔ፦ࣁԾᡂኧǴ៝࠼ᅈཀࡋࣁ٩ᡂኧǴᔠۓၮҔϕࠔ፦ჹ៝࠼ᅈཀࡋՉᘜϩᔠ ӛቹៜǴΨ൩ࢂऩ៝࠼ၸᆶً҅ޑ܄໔ӸӧᡉޣٿևᡉНྗǴჴΑ܄ϕࠔ፦ჹ៝࠼ᅈཀࡋϐቹៜ ޔϣǴΨஒჹًߥঅ୍ܺޑଯ׳ډྎ೯ࠔ፦ǴନΑૈளޑమཱ׳ӳ׳ϕǴёౢғޑԖؼӳৣמᔼቷޔߥঅ ࣬಄Ƕ่݀زϐࣴ(2008)ֻדӵࢫޣᆶӃᏢ่݀ز࠼ᅈཀࡋǴԜࣴ៝ޑౢғၨமৣמᔼቷ (Ѥ) ϕࠔ፦ჹߞҺԖ҅ӛቹៜ Ǵϕࠔ፦ჹߞޕࡕளۓǴаϕࠔ፦ࣁԾᡂኧǴߞҺࣁ٩ᡂኧǴᔠۓၮҔϕࠔ፦ჹߞҺՉᘜϩᔠ ޑӧ୍ܺৣמᔼቷޔӛቹៜǴΨ൩ࢂ៝࠼Ӣࣁᆶًߥঅ҅ޑ܄໔ӸӧᡉޣٿևᡉНྗǴჴΑ܄Һϐቹៜ යఈஒၨ಄ӝޑࠔ፦୍ܺܭϐ୍ܺϣǴჹٮග܌ৣמᔼቷޔуᕕှًߥঅ׳ϕࠔ፦Ǵࡺޑ٫׳ၸำύౢғ ӵ݅ࡹၰ(2004)ϐࣴޣϐ่݀ᆶӃᏢزҭᡉҢǴߞҺቹៜ៝࠼ᅈཀࡋǴԜࣴزࣴޑǶԶၸѐڙ࠼ჴሞϐߞҺག៝ ፕ࣬಄Ƕ่ز ύϟਏ݀ڀϖ) ߞҺӧϕࠔ፦ᆶ៝࠼ᅈཀࡋύ) ϩǴϕࠔ፦ۓύаϕࠔ፦ࣁԾᡂኧǴߞҺࣁύϟᡂኧǴ៝࠼ᅈཀࡋࣁ٩ᡂኧǴճҔprocess೬ᡏᔠزҁࣴ ᡉНྗǴډҭၲ܄࠼ᅈཀࡋϐቹៜ៝ܭၲᡉǴߞҺჹ܄ߞҺϐቹៜܭၲᡉǴϕࠔ፦ჹ܄ჹ៝࠼ᅈཀࡋϐቹៜ ϕ܈Ԗҽϐύϟਏ݀Ǵջϕࠔ፦ၸߞҺჹ៝࠼ᅈཀࡋౢғቹៜǴڀӢԜߞҺӧϕࠔ፦ᆶ៝࠼ᅈཀࡋύ
млт ፕ࣬಄Ƕ่زӵHa & James (1998)Ϸలߙ(2006)ϐࣴޣϐ่݀ᆶӃᏢزௗቹៜ៝࠼ᅈཀࡋǴԜࣴޔࠔ፦ (Ϥ) ៝࠼Ꮴӛჹ៝࠼ᅈཀࡋԖ҅ӛቹៜ ޣٿၲᡉНྗǴࡺჴΑ܄Ǵ៝࠼ᏤӛჹߞҺϐቹៜޕ࠼ᏤӛࣁԾᡂኧǴߞҺࣁ٩ᡂኧǴᘜϩࡕள៝ ଯϐߞ׳ౢғৣמа៝࠼Ꮴӛࣁрวᗺ୍ܺ៝࠼Ǵ៝࠼ჹৣמᔼቷޔӛቹៜǴΨ൩ࢂًߥঅ҅ޑ܄໔Ӹӧᡉ & ӵDunlapޣᆶӃᏢ่݀زҭᡉҢǴ៝࠼Ꮴӛቹៜ៝࠼ᅈཀࡋǴԜࣴزҺགǴஒёܴᡉගϲ៝࠼ᅈཀࡋǶၸѐࣴ ፕ࣬಄Ƕ่زDotson & Chambers (1988)ϐࣴ (Ύ) ៝࠼ᏤӛჹߞҺԖ҅ӛቹៜ ٿၲᡉНྗǴࡺჴΑ܄Ǵ៝࠼ᏤӛჹߞҺϐቹៜޕа៝࠼ᏤӛࣁԾᡂኧǴߞҺࣁ٩ᡂኧǴᘜϩࡕள ҭز࠼ᏤӛำࡋຫଯǴ៝࠼ϐߞҺགҭຫଯǶၸѐࣴ៝ޑৣמᔼቷޔӛቹៜǴΨ൩ࢂًߥঅ҅ޑ܄໔Ӹӧᡉޣ ፕ࣬಄Ƕ่زӵЦਁቼ (2003)ϐࣴޣϐ่݀ᆶӃᏢزᡉҢǴ៝࠼ᏤӛቹៜߞҺǴԜࣴ ύϟਏ݀ڀΖ) ߞҺӧ៝࠼Ꮴӛᆶ៝࠼ᅈཀࡋύ) ϩǴ៝࠼ۓύวа៝࠼ᏤӛࣁԾᡂኧǴߞҺࣁύϟᡂኧǴ៝࠼ᅈཀࡋᜫࣁ٩ᡂኧǴаprocess೬ᡏᔠزҁࣴ Ꮴӛჹ៝࠼ᅈཀࡋϐቹៜ܄ၲᡉৡ౦Ǵ៝࠼ᏤӛᆶߞҺϐቹៜၲᡉ܄ৡ౦ǴߞҺჹܭ៝࠼ᅈཀࡋϐቹៜ܄ҭև Ԗҽϐύϟਏ݀Ǵջ៝࠼ᏤӛၸߞҺԶჹ៝࠼ᅈཀࡋౢڀᡉৡ౦ǴӢԜߞҺӧ៝࠼Ꮴӛᆶ៝࠼ᅈཀࡋύ ፕ่࣬زӵЦਁቼ (2003)Ϸలߙ(2006)ϐࣴޣϐ่݀ᆶӃᏢزௗቹៜ៝࠼ᅈཀࡋǴԜࣴޔ࠼Ꮴӛ៝܈ғቹៜǴ ಄Ƕ (ΐ) ៝࠼Ꮴӛჹϕࠔ፦Ԗ҅ӛޑቹៜ Ǵϩࡕளۓа៝࠼ᏤӛࣁԾᡂኧǴϕࠔ፦ࣁ٩ᡂኧǴၮҔ៝࠼Ꮴӛჹϕࠔ፦Չᘜϩϐᔠزҁࣴ ޔӛቹៜǴΨ൩ࢂऩًߥঅ҅ޑ܄໔ӸӧᡉޣٿᡉНྗǴࡺᡍΑډၲ܄Ǵ៝࠼Ꮴӛჹϕࠔ፦ϐቹៜޕ ፕ่࣬زӵCrosby et al. (1990)ϐࣴޣϐ่݀ᆶӃᏢز௦៝࠼ᏤӛǴஒගϲᆶ៝࠼໔ϐϕࠔ፦ǴԜࣴৣמᔼቷ ಄Ƕ ፕଅᆶჴ୍ᆅཀ఼زࣴ 5.2 ፕଅز) ࣴ) ࡐӭǴ೭٤ӢᡂኧхࡴΑϕ ࠔ ፦ (Solomon et al.Ǵ1985)ǵੋΕำࡋ(ੀǴ2015)ǵزࣴޑӧ ၸѐቹៜ៝࠼ᅈཀࡋӢ ШǴ2016)ǵ៝࠼Ꮴӛ(FordǴ2001)ǵށᑉǴ2013)ǵᙍૈ(ᄃ૽Ǵ2015)ǵࠔจຝ(ጰ܍Ӝࡋ(ጰޕࠔ፦(ዝǴ2015)ǵࠔจ୍ܺ ख़ाӢϷύϟᡂኧǴठ٬ӵՖගϲ៝࠼ӧᕇளᡍࡕޑύϝฅЖલ٤ቹៜ៝࠼ᅈཀࡋځߞҺ(AndaleebǴ1996)Ƕՠ ाનǴёૈࣁϕࠔ፦Ϸ៝࠼ᏤӛǴޑᇡࣁቹៜ៝࠼ᅈཀࡋزόܴዴǶᆕӝॊ Ǵ ҁࣴޑ٠ᜫཀӆԛӀᖏϐচӢϝԖϩ ჴǴϕࠔ፦҅ӛቹៜߞҺࡋǹ៝࠼ز࠼Ꮴӛёૈၸ៝࠼ϐߞҺǴԶගϲ៝࠼ᅈཀࡋǶҁࣴ៝کԶϕࠔ፦ Ԗ҅ӛቹៜǹ៝࠼Ꮴӛڀӛቹៜǹϕࠔ፦ჹ៝࠼ᅈཀࡋ҅ޑԖ҅ӛቹៜǹߞҺჹ៝࠼ᅈཀࡋԖᡉڀᏤӛჹߞҺ ቹៜёаၸߞҺԋҥǴջߞҺࣁύϟᡂኧǹ៝࠼Ꮴӛޑ࠼ᅈཀࡋ៝ܭԖ҅ӛቹៜǹϕࠔ፦ჹڀჹ࠼Њᅈཀࡋ ჹܭ៝࠼ᅈཀࡋޑቹៜёၸߞҺԋҥǴջߞҺࣁύϟᡂኧǹ៝࠼Ꮴӛ҅ӛቹៜϕࠔ፦Ƕ (Β) ᆅჴ୍ϐଅ ഢϐྎ೯ᔈჹૈΚǶڀᔈৣמගϲচቷ (1) Ƕૈמکޕޑϐບᘐǵࡺም௨ନᆶߥᎦৣמமϯ (2) ӳགᆶߞᒘǶޑǴගϲϕࠔ፦аគள៝࠼ৣמޑذࡌᎦᓬ (3) ำࡋǶޑ࠼Ꮴӛ៝ৣמᔼቷޔගϲًߥঅ (4) ߏයᜢ߯ǶޑբಞᄍǴԖշᆶ៝࠼ᆢؼӳޑᎦԋᆶ៝࠼Ӆӕፕ٠ှ،ୢᚒ (5) ӳȩޑȨ୍ܺࠔ፦ȩϷȨຬЯགྷႽޑᐒǴа߈Яदޑԛᆶ៝࠼ௗϕϷ୍ܺΓᔈࣔெৣמ (6) ࠼ߞҺǶ៝ڗᄊࡋٰബрȨ៝࠼ሽॶȩаᕇޑૈ܌аᆃᅰ׳Ǵ࠼ሡ៝ىᅈٰ ᆶࡌڋज़زࣴ 5.3 ܭǴ٠ჹزቹៜǴаߞҺբࣁύϟᡂኧϐჴࣴޑЬाࣁϕࠔ፦ǵ៝࠼ᏤӛϷߞҺჹ៝࠼ᅈཀࡋزҁࣴ วǴаࣁᡏًߥঅࣚϐ៝࠼ᅈཀࡋᅰාᖓϐЈޑ่݀زǴයࡑၸҁࣴقගр࣬ᜢࡌز҂ٰϐ࣬ᜢࡕុࣴ ммй ϐΓΚӢનǵਔ໔ǵЬ࠼ᢀϐచҹϷѦӧᕉნᅿᅿӢનϐቹៜǴёૈԋزࣴܭज़ڙၸำύǴӢزΚǶՠӧࣴ ϐ߳ज़ǶزаΠࣴ ज़ڙኬܜ () ኬჹຝज़ࣁѠࠄǵܜΚǵΓΚϷӦጔᜢ߯ǴӢԜނғϐπբਔ໔ǵزࣴܭज़ڙϐኬҁ҆ᡏӧᇆਔǴزҁࣴ Ƕڋज़ډڙϘݓǵଯǵࡀܿӅी4ঁًߥঅቷϐٰቷ៝࠼Ǵࡺ٬ኬҁόදϷϯǴ่݀ёૈஒӢԜᎁ БӛᆶࡌزΒ) ࣴ) ࣁϕࠔ፦ǵ៝࠼ᏤӛǵߞҺჹ៝࠼ᅈཀࡋϐቹៜǴฅԶቹៜ៝࠼ᅈཀࡋϐӢનύۘԖӭॶளӆزҁࣴ ࣁୖԵǶޣزࡕុࣴٮගраΠ2ᗺࡌаزᚒǴࡺҁࣴޑ ǺزుΕቶݱဂࣴ (1) ᔼቷߥঅޔΓǴаϷԖཀᜫׯԿًߥঅঁ܈ޣдًࠔจϦљϐ៝࠼ǵջஒவ٣ًᔼځёયΕ ϩزᆶཀᜫǴٰගଯᡏࣴڙǵགགྷݤǵሡځϐ៝࠼Ǵፓ܄ǴΨ൩ࢂ҂ٰወӧޣϐً٬Ҕ ่݀ϐёߞࡋǶ дᡂǺځቚу (2) 2ঁԾᡂኧϷ1ঁύޑࢎᄬύزᆶҁࣴځӵࠔจ٩ߕ(ֺྷЎǴ2017)ǴٰКၨٯёа၂аόӕϐԾᡂኧǴ ుΕϐᕕှǶ׳ࢎᄬύϐӚᡂኧ໔ᜢ߯ԖزǴ࣬ߞஒჹҁࣴ܄ϟᡂኧ໔ჹ៝࠼ᅈཀࡋϐቹៜ
6.ୖԵЎ ύЎϩ ᅺγፕ܌زǴЎϯεᏢ୯ሞҾᆅࣴހЦमឮ (2001) Ƕ୍ܺံ௱ϐ៝࠼ᅈཀࡋɡаϦѳፕٰǴ҂р .1 ЎǶ πำᆶᆅسεᏢғౢמǴ୯ҥѠчࣽزᔈ೯ၡᜢ߯ቹៜϐࣴٮЦਁቼȐ2003ȑǶᇙෞѱᏤӛᆶ .2 ᅺγፕЎǶ܌زࣴ ᔼ៝៝࠼ЈǶϺΠᚇᇞǴ545යǶֆਇ᎔ (2014)Ƕ2014ߎจ୍ܺፓ/Ѥεᖿ༈Ǵ .3 ǴࠄεᏢٯаิ୯ิֽࣁ-زǴ୍ܺᏤӛϦ҇ՉࣁϐಔᙃቫԛӢᆶჹϕࠔ፦ቹៜϐࣴ(2005) ֵ܍ࠬ .4 ᅺγፕЎǶ܌زᆅࣽᏢࣴ ǶҾᆅᏢൔǴ63Ǵ95-120Ƕزሽॶӭᄬय़ໆ߄ϐჴࣴޕలߙȐ2004ȑǶ୍ܺ .5 ύϟቹៜǴޑՅϷ៝࠼ᅈཀᆶߞҺفᜢᗖޑሽॶޕ࠼៝ - زలߙȐ2006ȑǶ៝࠼۸၈០Ӣηϐࣴ .6 ಃ1 යǴ।107-132Ƕڔ ᇶϘᆅຑፕǴಃ13 Ƕ୯ٛᆅᏢଣၗྍٯϐᖻֽኳࠠࣁޣϕࠔ፦ϐቹៜɡаᓓᆶޣෞᘶᆢȐ2007ȑǶᆛၡαᆶ .7 ǴѠчѱǶހǴ҂р܌زᆅࣴ ύϟਏ݀Ƕ୯ҥѠεᏢЈᏢޑӆᖼՉࣁϐቹៜǺ៝࠼ᜢ߯ޣֻ໋Ȑ2001ȑǶҾຝᆶ୍ܺࠔ፦ჹ .8 ᅺγፕЎǶ܌زࣴ Ƕ ၗૻᆅᏢൔǴ11Ȑ1ȑǴ167-194Ƕزഏᇅǵᄃ߾ฺǵ݅ࡹၰȐ2004ȑǶᆛሞᆛၡ៝࠼ᜢ߯ϐჴຓࣴ .9
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ммл 25. Morgan and Hunt (1994).“The Commitment-Trust Theory of Relationships Marketing”, Journal of Marketing, 58, 20-38 26. Narver J.C. and Slater S.F. (1990). “The effect of a market orientation on business profitability”, Journal of Marketing, 54 (4), 20-35. 27. Ramsey and SohiȐ1997ȑ, “Listening to your customers: The impact of perceived salesperson listening behavior on relationship outcomes”, Journal of the Academy of Marketing Science, Vol.25, Iss.2, pp.127-137. 28. Rindfleisch, A. and Moorman, C. (2003). Interfirm Cooperation and Customer Orientation. Journal of Marketing Research, Vol. 40, No. 4, pp. 421-436. 29. Rotter, J. B. (1967). A New Scale for the Measurement of Interpersonal trust. Journal of Personality, 35(4), 651-665.Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of marketing research, 19(3), 343-351. 30. Saxe, R.(1979), The customer orientation of salespeople, doctoral dissertation. Dissertation Abstracts International, 40(10), 5570A. 31. Slater & Narver (1995). Market Orientation and the Learning Organization. Journal of Marketing, 59, 63-74. 32. SolomonȐ1985ȑ. An Introduction to Financial management. California: Goodyear Publishing Company. 33. Woodruff, Cadotte & Jenkins (1983). Modeling Consumer Satisfaction Process Using Experience-Based Norms. Journal of Marketing Research, 10, 296-304.
ммм ቹៜޑѳѠᡏᡍჹᗹࡋک៛ඟךኞЬԾޔ 䐁ሺ 1 ғزᅺγ ࣴس୯ҥࡀܿεᏢ ୯ሞຩܰᏢ [email protected] ݅ᓉሺ 2 ୋ௲ س୯ҥࡀܿεᏢ ୯ሞຩܰᏢ [email protected] ࣿ 3 ୋ௲ س୯ҥࡀܿεᏢ ҾᆅᏢ [email protected]
ᄔ ा ޔᢀ࣮ᆛၡቹТΨጩࣁ॥ዊǴၸޣǶ߈൳ԃǴᆛၡ٬Ҕڀྎ೯πޑဂ൞ᡏԋࣁΓॺख़ाޗၸѐΜ൳ԃٰǴ ޔӢનǴՠࢂቹៜޑဂ൞ᡏᗹࡋޗቹៜز഻ངǶӃόϿࣴޑޣᆛၡ٬ҔډڙϕΨکኞջਔϩ٦ၗૻ ᡏޣቹៜǶ٬ҔޑᡏᡍჹѳѠᗹࡋޣඟ៛ᆶ٬ҔךኞЬԾޔزЎϝឦԖज़ǶӢԜҁࣴޑኞѳѠᗹࡋӢન БԄᇆၗڔᆛၡୢܫ᎙᠋ǴวޑኞѳѠޔჹຝࣁFBزǶЬाࣴ܄ԖҔޕک܄Ԗ፪ޕᖏགǵޗᡍϩࣁ ޗک܄ԖҔޕӛቹៜǴ҅ޑᖏགԖᡉޗک܄ԖҔޕǵ܄Ԗ፪ޕඟ៛ჹךኞЬԾޔ:ᡉҢ่݀زǶࣴ ဂ୍ޗёჹ่݀زቹៜǶࣴޑჹѳѠᗹࡋ҂Ԗᡉ܄Ԗ፪ޕӛቹៜǴՠࢂ҅ޑᖏགჹѳѠᗹࡋԖᡉ ཀ఼ǶکՉᎍౣޑԖٮගޣزࣴکޣޑԖᑫ፪ ᖏགǴᗹࡋǶޗǴ܄ԖҔޕǴ܄Ԗ፪ޕඟ៛ǴךኞǴԾޔᜢᗖຒǺ Keywords: livestreaming, self-disclosure, perceived enjoyment, perceived usefulness, social presence, stickiness
1.ᆣፕ ኞ (liveޔ٬ҔᅌᡂளᓎᕷǶޑኞѳѠޔǴ߈൳ԃٰǴ܄ᆶջਔ܄БߡޑኞѳѠޔጲࠁวᆶޑӢᆛၡ ቹॣഢᆶᢀྎ೯ǴӕਔၸջਔЎޑኞЬёаճҔԾρޔӵၯᔍჴݩǴٯಔԋǴ܌ကࣁҗബཀࢲۓ(streaming ङඳǴԶୖᆶԄጕ൞ᡏႽࢂ YouTubeǴ٬ޑᆶԄጕ൞ᡏୖޑኞ൞ᡏࢂঁߚதԖ፪ޔӷಠϺՉӣᙟǶ Rigdon (2002)ஒᡏᡍکՅ (Cha, Kwak, Rodriguez, Ahn & Moon, 2007)ǶMathwick, Malhotrفޑޣԋࣁϣബբޣ ཀკำ܈ҞډၲޣӳำࡋǴவԶᔅշୃޑကࣁӧၸำύǴҗϕЇวჹౢࠔᄊࡋϷᕮਏۓሽॶ ࠼ᙖҗౢࠔၲ៝ޣ܈Atulkar(2016)ஒᡏᡍሽॶϩࣁ٦ሽॶᆶჴҔሽॶǶჴҔሽॶࢂౢࠔჹ៝࠼ԖҔکࡋǶKesari ԖᜢǶڙᆶ٦ুکOliver, 1993ǹFornell, 1992)Ǵ٦ሽॶࢂ)ޑҞډ Ҭϕޗд᎙᠋Չᚈӛྎ೯ǴౢғᔕځаϷޣૻ৲ଌکቹТᢀ࣮Ǵ᎙᠋ёаޑપᆐܭኞԖձޔ (parasocial interaction)(Xiang, Zheng, Lee & Zhao, 2016)܈ޗᖏག (social presence)(Hu, Zhang & Wang, 2017)ޑਏ ԖҔޕک܄Ԗ፪ޕᖏགǵޗॺགྷाךᡏᡍሽॶǴޑুکჴҔޑ፦Ǵӝॊ܄ҬޗޑኞޔܭǶ᠙݀ ܄ჹޔኞ᎙᠋ჹޔኞѳѠޑᗹࡋቹៜǶ ဂ൞ᡏЎύǴԖᜢᗹޗޑᕉǶᢀჸԖޑߙΨࢂߚதख़ाޑ᎙᠋ډڙኞЬޔޑࣗሶኬۭډԛǴځ Ԗज़ǶਥᏵӃزࣴޑඟ៛ჹѳѠᡏᡍቹៜךኞЬԾޔၨӭǴزࣴޑᖏགޗǵ܄ԖҔޕǵ܄Ԗ፪ޕࡋǵ Lee & Choi, 2017)ǶӢԜҁ)܄ϕԖ፪ޣ܈(ဂཀ (ৎዝǵᔎӵǴ 2018ޗඟ៛ቹៜᔕךЎᡉҢǴԾޑ ቹៜਏ݀Ƕޑඟ៛ჹѳѠᡏᡍךԾޑኞЬޔགྷزࣴ : ӵΠޑҞزҁࣴ ቹៜǹޑ܄Ԗ፪ޕک܄ԖҔޕᖏགǵޗޑඟ៛ჹ٬ҔѳѠךԾޑኞЬޔ.1 ჹᗹࡋϐቹៜǶ܄Ԗ፪ޕک܄ԖҔޕᖏགǵޗޑѳѠ.2
ммн 2. Ўᆶଷว (ඟ៛(self-disclosureךԾ 1.1 ǴԾᜫϩ٦ᆶঁΓԖޑඟ៛ࡌҥଆٰךᅖፕ(social penetration theory; SPT)ЬǴΓሞᜢ߯ࢂၸԾޗ ࢂҗѦቫȐΓךᅖፕᇡࣁԾޗAltman & Taylor, 1973)Ƕ)ۺߞکдΓϩ٦གǵགྷݤǵሽॶᢀکӵٯၗૻǴޑᜢ ,ᡯ(AltmanȿTaylorख़ाޑࢂࡌҥᜢ߯ךȑಔԋǶӛձΓඟ៛ԾۺཷךԾکύЈቫԛȐঁΓሽॶᢀډαीၗȑ 1973)Ƕ ঁٿ(ుࡋ(depthک(ቶࡋ(breadthޑ៛ඟךᇡӕԾޣಔԋǶӭᏢ܌Ǵҗόӕ፦ۺӭᆢࡋཷޑඟ៛ࢂፄᚇךԾ ޑۺΓߞঁ܈϶ඟ៛ǴԖᜢৎǵܻךԾޑ࣬ᜢکπբࢂکӵᙍٯǴ܄Ьᚒӭኬޑ៛ඟךᄬय़ǶቶࡋࢂࡰԾ ుࡋёૈਥᏵᒃஏำࡋԶԖޑ៛ܖךඟ៛ำࡋǶԾޑሦୱۓ܈ࢂঁΓғࢲޑඟ៛ǶుࡋࡰךԾޑ၉ᚒᘜᜪࣁঁΓ ܌όӕȐAltmanȿTaylor, 1973; Derlega et al, 1993; Jourard, 1971ȑǶ ޣٿՉࣁǶඤѡ၉ᇥǴ൩ࢂޑၗૻيҁܭύБӛдΓ៛ᜢځΓϐ໔Ǵঁٿကࣁۓ៛ඟךGreene(2006)ஒԾ ךᖐǴԶќѦБΨѸԖԾޑ៛ඟךϐ໔ѝԖБӛдΓрԾޣٿၸำǴ٠όޑϐ໔ѸԖၗૻҬඤ ᜢ߯Ƕޑు׳ѸӸӧϕωૈวޣٿඟ៛Ǵ
1.2 ޕԖ፪܄(percived enjoyment) ᙖޣԖ፪ϷᑫᏟำࡋǶ٬Ҕޑޕ܌ౢࠔ୍ܺۓ٬Ҕޣࣁ٬Ҕ܄Ԗ፪ޕကۓ(McCord (1998 ک Eighmey KimȐ2001ȑ ک ག(Papacharissi & Rubin, 2000)ǶMoonىǵ፪Ϸᅈܫၸำύᕇளޑಡ᠋ॣ܈җᢀ࣮ၗૻǵຎᓎ ကࣁۓޑ܄ᒏѳѠԖ፪܌ЬᢀཀȩǶޑ፪ډڙࢲਔགۓՉ܈ՉࣁۓڗကࣁȨঁΓӧ௦ۓ܄Ԗ፪ޕஒ ܫ܈໒Јډࢌ٤ՉࣁǴԶགޑኞЬޔࢂёૈӢࣁ܈ϕΞޑኞЬޔኞѳѠਔǴᢀӢࣁᆶޔࢂᢀ࣮܈ኞѳѠޔ٬Ҕ ကࢂۓ܄Ԗ፪ޕKulviwat (2009)ஒکǶSledgianowsk܄Ԗ፪ޕޑ่ӝǴౢғჹѳѠ܄Ԗ፪ޕǴஒѳѠᆶ ޑ܄Ԗ፪܈܄ኳԄύুڙௗמࣽزεӭኧࣴޑำࡋǶԖޑҬᆛઠஒ๏дॺٰඍ৹གޗᇡࣁޣࢂወӧ٬Ҕ܈Ԗ ௗቹޔ܈Ԗύϟڀཀკޑೌמჹ٬Ҕ၀܄Ԗ፪܈܄Ǵ٠ЪวুޑჹՉෳໆೌמޑޑԖфճҞڀЎࢂ٬Ҕ ៜǶ ܄Ԗ፪ޕᆣ(Teo, Lim & Lai, 1999)Ƕޑౢғ໒ЈמǴᡣঁᡏૈၸࣽೌמᡉҢǴΓॺёаճҔزӃࣴ ,ࢌ٤Չࣁ (Weibel & WissmathޑᑈཱུࡘགྷǴຑаϷҗ൞ᡏЇଆޑ൞ᡏޕᇡܭӣᔈǴёаᘜӢޑόࢂག ,ೱ่(Sprecher, Treger, Wondra, Hilaire & Wallpeޑඟ៛ёаߦགךMekler, Bopp ,Tuch & Opwis, 2014)ǶԾ;2011 :፪ (Lee & Choi, 2017)ǶӢԜගрΠӈଷޑϕکΓሞᜢ߯ǴౢғᒃஏགǵߞҺǵ഻ޑǴว(2013
Ԗᡉ҅ӛቹៜǶ܄Ԗ፪ޕඟ៛ჹךH1:Ծ 2.3 ޗᖏགȐsocial presenceȑ ᡉำࡋȩ(Short,1976)Ǵ ঁΓӧᔕᕉޑΓሞϕځᡉำࡋϷޑдΓӧ൞ϟኞύځကࣁȨۓᖏགޗ ൞ޑόӕډڙՉࣁࢂӵՖޗှញܭԖշځᜢ߯Ǵޑࡌҥ܌ᕉნύܭ۶ԜډڙӸӧǴаϷૈགޑдΓډڙნύག ॺ٬ҔךȐKreijns, Kirschner, & Jochems, 2002ȑǶޕޑݗޗܭჹޣቹៜǴΨࢂႝတϟय़ᕉნύ٬Ҕ܄ϟ ੮ـኞЬ࣮ޔၰޕჹ၉ǴᢀၸᑻჿޑኞЬՉջਔޔೀǴᆶق੮ޑਔংǴᢀ೯தၸቹТΠБޑኞѳѠޔ (cognitive)ޕᖏགϩࣁΟঁᄬय़Ǵϩձࣁ:ᇡޗKhalifa(2008)ஒکᖏགǶShenޗޑᒏ܌ಃঁϸᔈǴԶౢғޑق ӧޣᕉნύǴ٬ҔޑᖏགǴᇡࣁӧ٬Ҕᆛၡ൞ᡏޗ(ᖏགаϷཀ(awarenessޗ(ᖏགǵག(affectiveޗ ϐ໔ёޣကࣁྎ೯ۓᖏགޗޕᖏགǶᇡޗᜢ߯Ϸᜢ߯ϣ఼ำࡋǴᆀࣁޑၸำύǴࡌᄬ٠ዴᇡᆶдΓޑϕ ဂޗࢂޑᖏགࡰޗགೱ่ǹཀޑдΓځکဂύޗӧጕޣྎ೯ښᖏགཀޗှ;གޑ࣬ϕډޕа ӣᔈ(Shen & Khalifa, 2008)Ƕ܌ჹԾρԖکӸӧޑдԋځဂύޗԋ࣬ߞ ǵ܄Γ׳ჴǵ׳ᡍǴᏢғளԖکӭঁΓࡺ٣׳Ꮲғϩ٦کᖱৣऩޑAragon (2003)ࡰрவ٣ጕ௲ػ ೱ่ (Altman &Tayor, 1973)ǴԖշکҬ֎ЇΚޗޑဂԋ໔ޗඟ៛ёаߦጕךጕᖏགǶӢԜǴԾޑᒃ߈׳ ܭගϲޗᖏག(Han, Min & Lee, 2016)Ƕ ޗගϲޣำࡋຫଯǴჹૻ৲ௗԏޑ៛ඟךᕉნύǴऩԾޑӧጕԶߚय़ჹय़ჹፋޕਥᏵॊЎёள ᖏགޑำࡋǴӢԜගрΠӈଷ: ммо ᖏགԖᡉ҅ӛቹៜǶޗඟ៛ჹךH2:Ծ 2.4 ޕԖҔ܄(perceived usefulness) ჹၗૻޣӢનࢂҔٰຑ٬Ҕঁٿ܄ܰҔޕаϷ܄ԖҔޕޑ(ኳࠠ(technology acceptance modelڙௗמࣽ ำࡋନΑቹៜ܄ำࡋǶԖҔޑǴᕮਏ൩ёаගϲسۓ࣬ߞ٬Ҕޣࢂࡰ٬Ҕ܄ԖҔޕཀკǶکᄊࡋޑڙௗೌמ ௗჹՉࣁཀკౢғቹៜ(Davis 1989)Ƕޔ׳٬ҔᄊࡋѦǴ ٣ჴǴԖޑख़ाޣ܈Ǵόᆅࢂคᜢᆙाڙჴགޣ܈৲ҬᆛઠᅅঁΓૻޗBrown (2014) ᇡࣁΓॺӧکLiu Kim, 2012)Ƕ)܄ԖҔޕޑဂޗගϲᔕܭӣ㎸Ƕၗૻϩ٦Ԗշޑय़҅کᜢ߯ᖄᛠޑҬᆛઠԋޗܭуம٣Γܭշ ဂޗගϲჹᆛၡܭགǴԖշךวԾקکඟ៛ǴࡌҥΓሞᜢ߯ךဂԾޗၸᆛၡޣဂ٬Ҕޗ࢙Ꮜ(2010) ᆛၡ ٮඟ៛ǴჹдΓёаౢғҢጄբҔǴගךԾޑπբ࣬ᜢکӵᙍٯඟ៛ǴךԾޑሦୱۓǶӢԜ܄ԖҔޕޑ Ǵىགᅈډဂ൞ᡏளޗᒃஏགǴӧޑඟ៛ǴёаቚуΓሞᜢ߯ךԾޑ܄ԵǶགୖޑ،дΓǴࣁୢᚒှځၗૻ๏ ёගϲޕԖҔ܄ǶӢԜගрӵΠଷ:
Ԗᡉ҅ӛቹៜǶ܄ԖҔޕඟ៛ჹѳѠךH3: Ծ 2.5 ᗹࡋ(stickiness) ޣՉࣁǶᗹࡋΨࢂ֎Їޑࢂख़ፄ٬Ҕ܈֎ЇǴԶख़ፄᢀ࣮ޑނ٣ޑۓࢌډڙကࣁဂۓᗹࡋ ޑߏ׳ख़ፄೖୢ࣬ӕᆛઠ٠ӧᆛઠޣᜢᗖǴჹӭՉࡐख़ाȐHwang & Jeong, 2016ȑǶࣁΑႴᓰޑ ٿ܄ᆶଶ੮܄ஒᗹࡋϩࣁុزࣴޑϣٰቚуᗹࡋȐLin, 2007ȑǶӃޑᡣΓགᑫ፪کਔ໔Ǵёаၸϕ ကࣁ٬ҔᓎǶۓ܄ុਔ໔ǹଶ੮ޑကࣁ٬Ҕۓ܄ᄬय़(Lu & Lee, 2010)ǴԶុঁ ቹៜǴ٬ҔᐒϩࣁфճሽॶᐒϷ٦Ьကޑᗹࡋޑഋ։(2013)٬Ҕᐒჹဂ٬Ҕᔕᆛၡ Ԗ҅ӛቹៜǶڀϐ٦ሽॶᐒჹᗹࡋޣวᆛၡ٬Ҕ่݀زᐒǴࣴ ܭдӢનǴଯύ(ᙍ)ғჹځϷ܄Ԗ፪ޕኳԄуΕޑុ٬Ҕسаၗૻ(2019)◔܃ഋෂኺǵഋ߭Ўǵߋ ௗቹៜǶޔჹុ٬ҔཀკԖ҅ӛ܄Ԗ፪ޕᡉҢ่݀زဂ೬ᡏុ٬ҔཀკǴࣴޗ ុ٬Ҕޣඍ৹Ǵගϲ٬Ҕډࢂག܈܄ӧᆛၡ൞ᡏ٬ҔǴவύᕇளԖ፪ޣҗॊЎǴёว٬Ҕ٬Ҕ :ཀᜫǴࣁჴॊፕǴӢԜගрΠଷޑǴԶቹៜុ٬Ҕޣ֎Ї٬Ҕނ٣ޑཀᜫǴচӢёૈࣁԖ፪ޑ
H4:ޕԖ፪܄ჹᗹࡋԖᡉ҅ӛቹៜǶ ӵӜΓǵଽٯᢀᗺΓᜪࠔจ(human brand)Ǵޑ(ፕ(self-determination theoryۓ،ךThomson (2006) வԾ ىᅈךԖԾڀፕЬΓᜪӃϺۓ،ךག٩ߕǶԾޑfeelings of relatedness)Ǵԋமਗ਼)ڙᜢᖄགޑႽǴமϯΓ ය܈ᘜឦགǴ܈ࢂఈᡏᡍᖄᛠ܄relatedness)Ƕᜢᖄ)܄ࢂᜢᖄЈሡޑىᅈךύᅿૈԾځΚǴޑЈሡ ኞѳѠᆶ᎙᠋ࡌҥଆᒃஏޔኞЬӧޔᖏགϸࢀΑޗȐRyan & Deci, 2002ȑǶ៝ྣکΓࣔຎঁ܈дᡏځࡑ ኞޔکᖏᕭอ᎙᠋ޗॶளߞҺǹ׳ӭᇡǵ׳ኞЬԖޔӭૻ৲Ǵჹ׳ᖏགёၲޗޑΓᖄᛠǶၨӭঁޑ ᗹࡋ(Lu, Fan & Zhou, 2016)Ƕޑଯ׳ኞѳѠԖޔᖄᛠǴቚуᒃஏགǴӢԜ᎙᠋ჹޑᆙஏ׳ЈຯᚆǴࡌҥޑЬ ௗቹޔӸӧགޗᡉҢ่݀زᜢ߯Ǵࣴޑᗹࡋނጕᖼک܄ӸӧགǵᜢᖄޗGao, Liu, Liu, & Li (2018) ៜᗹࡋǴΨၸᜢᖄ܄ჹጕᖼނᗹࡋౢғ໔ௗਏ݀Ƕ ᖏགϩޗቹៜǴஒޑᖏགჹុ٬Ҕཀკޗޑኞ᎙᠋ޔࢫҸ࠶ǵഋդᘬ(2015)Twitchमᖄ࿉ ޔᡉҢ่݀زՉፓǴࣴޣჹᢀ࣮ڔᖏགǶ٬ҔጕୢޗགکᖏགޗޕᖏགǵޗޕࣁΟᜪ: ᇡ ᖏག٠คᡉቹៜǶӢԜޗᖏགᆶགޗޕᖏགჹុ٬ҔཀკԖᡉ҅ӛቹៜǴޗޕኞᆛઠϐᇡ :аගраΠଷ܌ǴޑుΕЪ၁ಒ׳໔ϐቹៜբޣٿགྷଞჹزҁࣴ
H5:ޗᖏགჹᗹࡋԖᡉ҅ӛቹៜǶ ᐒӢનޑჴሞՉࣁکࢂቹៜՉࣁཀკ(܄ӵԖҔٯ)Ѧӧճک(܄ӵԖ፪ٯ)ᐒፕЬϣӧճ ႣෳӢηǶޑೌמჴሞ٬ҔکڙௗޣኳԄ(TAM)ύёаҔٰႣෳ٬ҔڙௗೌמΨࢂ܄ԖҔޕDeci & Ryan, 1985)Ƕ) ޑଯ׳ᄊࡋǴԶԖޑගଯჹᙚфૈܭϣӧճԖշکѦӧճޑᙚфૈޑOkazaki(2008) ᇡࣁՉᔈҔำԄ ਏޕঁΓϯ)ǵޕၗૻǵޕόӧǵ܌Yoo(2016)ՉးᔈҔำԄՅ(คک٬ҔཀკǶKim, Baek, Kim ჹᗹ܄ԖҔޕޑวᔈҔำԄ่݀زᜢ߯ǶࣴޑᗹࡋᆶՉးᔈҔำԄαک(܄፪ޕک܄ԖҔޕ) ммп ڙௗמዴᇡำࡋϷࣽޑኞϐՉࣁǴයఈዴᇡፕޔࡋԖ҅ӛቹៜǶԙݯᇬ(2018)ଞჹै൞ȠߙԃВൔȡӧᖍਜ ຫଯǴ߾ុ٬Ҕཀ܄ԖҔޕᡉҢ᎙᠋Γ่݀زቹៜǶࣴޑჹ᎙᠋Γϐុ٬Ҕᐒ܄ԖҔϷܰҔޕޑኳԄύ კຫଯǶ ཀკຫޑុ٬Ҕޣ٬Ҕ܈ຫଯǴ߾᎙᠋܄ԖҔޕޑډள܌ޣࢂ٬Ҕ܈Ǵऩ᎙᠋ޕਥᏵॊЎёள :ᗹࡋǶගрΠӈଷޑଯ׳ଯǴӢԜჹѳѠԖ
H6:ޕѳѠԖҔ܄ჹᗹࡋԖᡉ҅ӛቹៜǶ ࢎᄬკǶزკ 1 ࣁࣴ
ࢎᄬزკ 1. ࣴ
ीزࣴ.3 3.1 ᑽໆᚒ Ȩߚதӕཀȩ๏ډᑽໆᚒኧϷୖԵЎӧ߄1Ǵ௦ҔլΎᗺໆ߄ՉෳໆǴவȨߚதόӕཀȩۺӚᄬ ϒ1Կ7ϩޑϩኧǶ
ᑽໆᚒۺ߄ 1 ᄬ ᚒኧ ୖԵЎ ۺᄬ (ඟ៛ 5 Cayanus & Martin (2008ךԾ ޕԖ፪܄ 3 Van der Heijden (2003) ޕԖҔ܄ 5 Gefen & Srtaub (2004) ޗᖏག 6 Davis (1989) ᗹࡋ 6 Xu, Qi&Li (2018)
ीڔୢ 3.2
ෳᆶঅׯڔୢ 3.2.1 ဂՉෳǴޑኞѳѠޔԵ୯ѦЎӆҗᙌջ༼ᕴԶԋǴᗎፎ10ՏόӕԃសቫЪ٬Ҕၸୖزҁࣴ অׯǶڔΑှำࡋଯեǴӆ٩ྣ่݀Չୢޑڔჹҁୢޣೖڙෳ၂ܭӧޑҞ
ݩރϷӣԏܫวڔୢ 3.2.2 ڔGoogleᆛၡୢܫჹຝǴวزΓࣁࣴޑኞѳѠޔྍǴаԖ٬ҔၸٰޑࣁፓϷԏၗڔаᆛၡୢزҁࣴ Ӆ134ҽǶڔӅ251ҽǴคਏୢڔǴԖਏୢڔՉፓǴᕴीӣԏ385ҽୢۈ109ԃ2Д໒ܭБԄՉၗᇆǴ٠ޑ
ीБݤ 3.3 ीǵߞਏࡋаϷᘜϩǶ܄ஒаSPSS25.0ी೬ᡏϩၗǴхࡴ௶ॊزҁࣴ
3.3.1 ኬҁၗϐ௶ॊीϩ ΓαीϩթϷޑॊीϩǴϩձࣁԛኧϩଛ(ঁኧջԭϩК)аϷѳ֡ኧᆶྗৡǶаኬҁ௶ޑՉزҁࣴ ԛኧϩଛаϷԭϩКǶٮݩගރኞѳѠ٬Ҕޔ
ммр 3.3.2 ෳໆኳԄߞࡋᆶਏࡋϩ ຑࣁCronbach’s alpha ߞࡋǶਏࡋ(validity)ϩЬाࢂҔޑஒаSPSSीෳໆߞࡋϷਏࡋϩǶߞࡋزҁࣴ ำࡋǴЬाຑБԄࣁਏᜢᖄਏࡋǶޑा่݀܌ࢂցёа҅ෳໆрڔᑽໆୢٰ
3.3.3 ᘜϩ ਏ݀Ƕ܄ᡉޑ໔ۺଷᡍǴᔠᡍᄬزᘜՉࣴ܄ӭϡጕکᘜ܄ճҔᙁൂጕزҁࣴ
่݀زࣴ.4 4.1 ኬҁၗඔॊ ၨࣁ܄ձኬҁаζ܄ύځࣁ65.2%ǶٯКڔ՞ᕴӣԏୢڔӅ251ҽǴԖਏୢڔǴԖਏୢڔӅӣԏ385ҽୢزҁࣴ ӭኧǴ՞70.1%ǹ௲ػำࡋኬҁаεᏢၨࣁӭኧǴ՞51%ǹԃសኬҁϩа16-25ྃၨӭኧǴ՞47.4%ǹᙍኬҁϩ 2ԛၨӭኧǴ՞41%Ƕ-1ຼаᏢғࣁӭኧǴ՞Ԗ38.2%ǹനࡕᢀ࣮ᓎБय़а
ߞਏࡋک߄ 2 ᄬय़Ӛᚒ௶ॊी
ᄬय़ ᚒ ѳ֡ኧ ྗৡ ਏࡋ Cronbach's α SD1 5.9 1.074 0.874 SD2 5.94 1.051 0.917 ඟ៛ SD3 5.99 1.026 0.918 0.931ךኞЬԾޔ SD4 5.77 1.048 0.838 SD5 5.94 1.018 0.885 ENJ1 5.87 1.031 0.874 ޕԖ፪܄ ENJ2 5.53 1.093 0.904 0.835 ENJ3 5.82 1.116 0.826 USF1 5.24 1.241 0.887 USF2 5.27 1.260 0.904 USF3 5.09 1.287 0.908 ޕԖҔ܄ USF4 5.24 1.215 0.873 0.940 USF5 5.49 1.161 0.819 USF6 5.14 1.385 0.878 SP1 5.25 1.286 0.888 SP2 5.20 1.291 0.880 ޗᖏག SP3 5.02 1.39 0.919 0.946 SP4 4.89 1.367 0.929 SP5 5.14 1.396 0.920 ST1 5.00 1.416 0.815 ST2 4.39 1.610 0.904 ST3 4.12 1.610 0.887 ᗹࡋ ST4 4.08 1.799 0.902 0.945 ST5 4.11 1.758 0.903 ST6 4.32 1.702 0.908 4.2 ߞਏࡋϩ ଯǴ0.35<α<0.7߄ҢύߞࡋǴऩ0.35<α܄аCronbach’s αբࣁߞࡋෳໆࡰǴα>0.7ਔǴ߄ҢᚒҞϣठزҁࣴ 0.7Ǵ߄Ңߞࡋଯǹਏᜢᖄਏࡋаܭᚒߞࡋࡰࣣεۺࢂմ෧ᚒǴӚᄬ܈ඤ׳߾Ԝᄬय़ᚒߞࡋࣗեǴᔈԵໆ Ӛᚒᆶ܌Ԗᚒᕴϩޑ࣬ᜢ܄߄ҢǴঁձᚒᆶᚒᕴϩޑ࣬ᜢ܄߄ҢǴঁձᚒᆶᚒᕴϩޑ࣬ᜢ܄եౢғ 0.3Ǵܭ࣬ᜢ߯ኧࣣεޑHardesty, Bearden, & Carlson, 2007)ǶҁЎीᆉӚᚒᆶᚒᕴϩ)่݀ޑۓυᘋǴԋόᛙ ҢǶ܌ؼӳǶӵ߄2܄࣬ᜢޑԖᚒ܌߄ҢӚᚒᆶ
໔࣬ᜢ߯ኧۺᄬ 4.3 0.3ᆶ0.7ϐ໔ࣁܭ0.7ࣁଯࡋ࣬ᜢǴऩϟܭӚᄬय़໔ϐ࣬ᜢ߯ኧǴ࣬ᜢ߯ኧεۓ٬ҔPearson࣬ᜢ߯ኧᔠزҁࣴ ύࡋ࣬ᜢǴϟܭ0ᆶ0.3ϐ໔ࣁե࣬ᜢǴҗΠ߄ёளޕӚᄬय़໔εӭၲύࡋ࣬ᜢྗǴࣁեࡋ࣬ᜢǶ
ммс ߄ 1 Ӛᡂኧ໔࣬ᜢ܄ϩ߄ ޕԖ፪܄ ޕԖҔ܄ ޗᖏག ᗹࡋ ៛ඟךԾ
ޕԖ፪܄ 0.405** ޕԖҔ܄ 0.311** 0.641** ޗᖏག 0.367** 0.571** 0.732** ᗹࡋ 0.128* 0.495** 0.665** 0.701** ***p<0.01 4.4 ଷᡍ ଷǴճҔSPSS 25.0ՉᘜϩǴ٠ଞჹϤಔଷՉᡍǶزӅࡌҥϤಔࣴزҁࣴ
ϐᘜϩ܄Ԗ፪ޕඟ៛ჹךኞЬԾޔ 4.4.1 Fॶࣁ48.763ǴPॶࣁ0.000ၲᡉۓҢǴኳԄᔠ܌ࣁᔈᡂኧǴ่݀ӵ߄4܄Ԗ፪ޕඟ៛ࣁԾᡂኧǴךኞЬԾޔа ှញΚǴBetaॶࣁ0.405>0ࣁ҅࣬ᜢǴж߄ޑ߯ኧADJ-R2ࣁ0.16Ǵ߄ҢԖ16%ۓྗǴ߄ҢҁᘜଛࡋؼӳǴղ ଷH1ԋҥǶزำࡋև҅ӛᡂǶࡺҁࣴ܄ඟ៛ำࡋᆶѳѠԖ፪ךኞЬԾޔ
ᘜϩ่݀܄Ԗ፪ޕඟ៛ჹךኞЬԾޔ ߄ 2 ҂ྗϯ߯ኧ ྗϯ߯ኧ Ծᡂኧ B ϐीॶ ྗᇤৡ Beta ϩଛ T ॶ P ॶ (தኧ) 3.318 0.351 9.446 0.000 ඟ៛ 0.41 0.059 0.405 6.983 0.000ךኞЬԾޔ ኳԄ R ѳБ=0.164,ADJ-R ѳБ=0.16,F=48.763,P=0.000 ᔈᡂኧ:ޕԖ፪܄ ϐᘜϩ܄ԖҔޕඟ៛ჹךኞЬԾޔ 4.4.2 Fॶࣁ26.715ǴPॶࣁ0.000ၲᡉۓҢǴኳԄᔠ܌ࣁᔈᡂኧǴ่݀ӵ߄5܄ඟ៛ࣁԾᡂኧǴѳѠԖҔךኞЬԾޔа ှញΚǴBetaॶࣁ0.311>0ࣁ҅࣬ᜢǴжޑ߯ኧADJ-R2ࣁ0.093Ǵ߄ҢԖ9.3%ۓྗǴ߄ҢҁᘜଛࡋؼӳǴղ ଷH2ԋҥǶزำࡋև҅ӛᡂǶࡺҁࣴ܄ඟ៛ำࡋᆶѳѠԖҔךኞЬԾޔ߄
ᖏགϐᘜϩޗඟ៛ჹךኞЬԾޔ 4.4.3 Fॶࣁ38.738ǴPॶࣁ0.000ၲᡉۓҢǴኳԄᔠ܌ᖏགࣁᔈᡂኧǴ่݀ӵ߄6ޗඟ៛ࣁԾᡂኧǴךኞЬԾޔа ှញΚǴBetaॶࣁ0.367>0ࣁ҅࣬ᜢǴжޑ߯ኧADJ-R2ࣁ0.131Ǵ߄ҢԖ13.1%ۓྗǴ߄ҢҁᘜଛࡋؼӳǴղ ଷH3ԋҥǶزᖏགำࡋև҅ӛᡂǶࡺҁࣴޗඟ៛ำࡋᆶךኞЬԾޔ߄
ᘜϩ่݀܄ԖҔޕඟ៛ჹךኞЬԾޔ ߄ 3 ҂ྗϯ߯ኧ ྗϯ߯ኧ Ծᡂኧ B ϐीॶ ྗᇤৡ Beta ϩଛ T ॶ P ॶ (தኧ) 3.041 0.431 7.058 0.000 ඟ៛ 0.372 0.072 0.311 5.169 0.000ךԾ ኳԄ R ѳБ=0.097,ADJ-R ѳБ=0.093,F=26.715,P=0.000 ᔈᡂኧ:ѳѠޕԖҔ܄
ᖏགᘜϩ่݀ޗඟ៛ჹךኞЬԾޔ ߄ 4 ҂ྗϯ߯ኧ ྗϯ߯ኧ Ծᡂኧ B ϐीॶ ྗᇤৡ Beta ϩଛ T ॶ P ॶ (தኧ) 2.235 0.466 4.797 0.000 ඟ៛ 0.485 0.078 0.367 6.224 0.000ךԾ ኳԄ R2=0.135,ADJ-R2=0.131,F=38.738,P=0.000 ᔈᡂኧ:ޗᖏག
ммт 4.4.4 ѳѠᡏᡍჹᗹࡋϐᘜϩ ѳѠᡏᡍࣁѳѠԖ፪܄ǵѳѠԖҔ܄ᆶޗᖏགǴаѳѠӢનբࣁԾᡂኧǴᗹࡋբࣁᔈᡂኧǴ่݀ӵΠ ߄܌ҢǴѳѠԖ፪܄ჹᗹࡋևόᡉ҅ӛቹៜǴࡺH4҂ᕇЍԋҥǹѳѠԖҔ܄ჹᗹࡋԋᡉ҅ӛቹៜǴࡺଷ H5ԋҥǹޗᖏགჹᗹࡋևᡉ҅ӛቹៜǴࡺଷH6ԋҥǶҗ߄7ёளǴᑩ߯ኧVIFࣣλܭ10Ǵᡂኧ໔ޑ Ӆጕ܄ୢᚒόεǶ
߄ 5 ѳѠӢનჹᗹࡋᘜϩ่݀ ҂ྗϯ߯ኧ ྗϯ߯ኧ Ծᡂኧ B ϐीॶ ྗᇤৡ Beta ϩଛ T ॶ P ॶ VIF (தኧ) -0.925 0.398 -2.326 0.021 ѳѠԖ፪܄ 0.059 0.089 0.038 0.659 0.510 1.765 ѳѠޕԖҔ܄ 0.411 0.091 0.31 4.495 0.000 2.563 ޗᖏག 0.543 0.077 0.453 7.032 0.000 2.239 ኳԄ R ѳБ=0.542,ADJ-R ѳБ=0.537,F=97.591,P=0.000 ᔈᡂኧ:ᗹࡋ
5. ่ፕᆶࡌ 5.1 ่ፕ
Ԗᡉ҅ӛቹៜ܄Ԗ፪ޕඟ៛ჹךኞЬԾޔ 1 ࢂ࣮ݤ܈٣ޑךኞЬӛ᎙᠋៛ԾޔቹៜǴࡺёෳޑࣁᡉЪ҅ӛ܄Ԗ፪ޕܭඟ៛ჹךኞЬԾޔ ࢂቹៜࣁ҅ӛᡂǶ܈ᡂޑӢનٿำࡋǴЪ܄Ԗ፪ޑኞѳѠޔ߾ᡉቹៜ᎙᠋ჹ
Ԗᡉ҅ӛቹៜ܄ඟ៛ჹѳѠԖҔךኞЬԾޔ 2 ࢂຫుǴ᎙᠋܈ำࡋຫቶޑ៛ඟךኞЬԾޔԖᡉ҅ӛቹៜǴ܄ඟ៛ჹѳѠԖҔךኞЬԾޔว่݀زҁࣴ ൩ຫుǶڙག܄ԖҔޑၗૻٮග܌ѳѠܭჹ
ᖏགԖᡉ҅ӛቹៜޗඟ៛ჹךኞЬԾޔ 3 ᖏགޗޑගр܌(ᖏགԖᡉ҅ӛቹៜǴᆶৎዝǵᔎӵ(2018ޗඟ៛ำࡋᆶךኞЬԾޔวزҁࣴ ठ Ƕ่݀زᔈаϷAragon (2003)ࣴڥඟ៛և҅ӛቹៜ࣬ךჹԾ
4.ޕԖ፪܄ჹᗹࡋคᡉ҅ӛቹៜ ගр܌(2019)◔܃ჹᗹࡋ٠คᡉ҅ӛቹៜǴᆶഋ։(2013)ǵഋෂኺǵഋ߭Ўǵߋ܄Ԗ፪ޕวزҁࣴ ቹޑᖏགჹᗹࡋޗک܄ԖҔޕቹៜǴӕਔԵቾޑჹᗹࡋ܄Ԗ፪ޕᔠᡍزόठǶҁ่ࣴ݀زЎࣴޑ ޑჹᗹࡋؒԖᡉ܄Ԗ፪ޕቹៜ٠όᡉǶޑჹᗹࡋ܄Ԗ፪ޕᖏགǴޗک܄ԖҔޕܭៜǴᡉҢ࣬ჹ ӵҏฑǵࣿᅈ(2014)ٯύϟᡂኧǶޑдځቹៜԖޑჹᗹࡋ܄Ԗ፪ޕচӢӵΠ: ಃǴޑቹៜǴෳёૈ ቹޑဂᗹࡋޗჹ܄Ԗ፪ޕԛǴځဂཀǴჹᗹࡋԖᡉቹៜǶޗlineຠკሽॶၸᔕޑԋϩ܄хࡴԖ፪ ٬ҔޑՉᔈҔำԄܭჹ܄፪ޕܿՋ࣬౦Ўϯӧزࣴޑ (ၲ(2015ەӵᖴٯቹៜǶޑፓᡂኧډڙៜёૈ ᗹࡋၨଯǴҭک٬ҔཀᜫޑՉᔈҔำԄܭჹ܄ඍ৹ޕǴӧޣБܿܭ࣬ჹޣᗹࡋǴࡰрՋБکཀᜫ ջЎϯৡ౦ፓޕԖ፪܄ჹᗹࡋޑਏ݀Ƕ
5 ޕԖҔ܄ჹᗹࡋԖᡉ҅ӛቹៜ ᎙᠋ٰᇥǴቹៜϐࡕុ٬ܭჹ܄ԖҔޕჹᗹࡋԖᡉ҅ӛቹៜǴёаෳ܄ԖҔޕวزҁࣴ ᗹࡋ൩ຫଯǶޑѳѠܭำࡋຫଯǴჹ܄ԖҔޕำࡋǹऩޑ൨ѳѠ࣬ᜢၗૻפࢂុ܈ҔѳѠ
6 ޗᖏགჹᗹࡋԖᡉ҅ӛቹៜ ่࣬݀زࣴޑ(ᇬ(2018דYoo(2016)ǵԙکᖏགჹᗹࡋԖᡉ҅ӛቹៜǴᆶKim, Baek, Kimޗวزҁࣴ Ӣનϐ໔࣬ϕቹៜࣁᡉٿᓎ൩ຫଯǴЪޑᖏགำࡋຫଯǴ߾٬ҔѳѠޗޑډڙག܌ᔈǴёаෳ᎙᠋ڥ
мнй ޑǶ
5.2 ᆅཀ఼ :ኞѳѠගраΠᆅཀ఼ޔኞЬаϷޔϩ่݀ǴϩձჹزਥᏵҁࣴ 1.ჹޔኞЬϐࡌ ޑᖏགࣣԖᡉ҅ӛޗϷ܄ǵѳѠԖҔ܄ඟ៛ำࡋჹѳѠԖ፪ךኞЬԾޔϐ่݀ёаวǴزਥᏵҁࣴ ޑᡏᡍيౢࠔǴճҔԾޑؼӳڙࢂᙚԾρ٬Ҕၸག܈ኞය໔Ǵӛ᎙᠋ҢޔኞЬБय़ǴࡌёӧޔቹៜǶଞჹ ำࡋǶΨёаޑ܄ϷߞҺǴջૈቚуѳѠԖҔۓޭޑၗૻٰྍܭၗૻǴаճቚу᎙᠋ჹޑᡍሀ๏᎙᠋ჴҔ يნǴᡣ᎙᠋Ԗޑ፪Ǵӕਔቚуᆶ᎙᠋ϕޑኞය໔ޔ፪٣ബ᎙᠋ӧᢀ࣮ޑวғ܌ᎁڬғࢲيϩ٦Ծ ుࡋϷቶޑࢂૻ৲۳ٰ܈ૻ৲Ǵቚуᆶ᎙᠋ϕޑࢂགБय़܈ғࢲيᢀ࣮ᡏᡍǶၸӛ᎙᠋ඟ៛Ծޑნځᐕ ӜࡋǶޕޑኞѳѠޔϷيኞЬԾޔᓎǴΨૈճҔ೭ঁБݤቚуޑࡋǴ߾ቚу᎙᠋٬ҔѳѠ 2.ჹޔኞѳѠϐࡌ ёаޣኞѳѠޔᖏགำࡋ҅ӛቹៜ᎙᠋ϐᗹࡋǴࡌޗϷ܄ёаวǴѳѠԖҔ่݀زਥᏵࣴ ᖏགǴӕਔ൩ޗଛӝബޑኞЬޔҞӀǶၸޑၗૻ֎Ї᎙᠋ޑࢂၨӭԖҔ܈ቚуѳѠၗૻໆӕਔᑼӝਔ٣ ёቚу᎙᠋ჹѳѠϐᗹࡋǶ Ϸࡌڋज़زࣴ 5.3 аϷׯϐೀǴڋज़زύวࣴزЪᙣǴՠϝӧֹࣴीϩࣣΚڔୢزࢎᄬीаϷࣴزҁࣴ ϩॊӵΠ: ǵѳѠ܄ᗹࡋϐቹៜǴՠ҂ѳѠԖ፪ܭᡏᡍϐቹៜаϷѳѠᡏᡍჹޣܭඟ៛ჹךኞЬԾޔزҁࣴ.1 ǴޑుΕ׳ϩǴز࣬ᜢࣴޑёаቚబॊΟঁᄬय़زǴӢԜࡌ҂ٰࣴ܄ᜢᖄޑᖏགϐ໔ޗϷ܄ԖҔ ёаᘉεزෳჹຝǴࡌ҂ٰࣴڙኞբࣁޔᢀ࣮ᖍਜޣЬाаᖍਜ٬ҔزϐᙦࡋǶ2.ҁࣴزӕਔૈቚуᡏࣴ Ƕ܄ҔޑࢎᄬزኞѳѠ᎙᠋ჹҁࣴޔኬҁǴᡍόӕޑኞѳѠ᎙᠋ޔд൞ᡏځ٬Ҕ ӵᐒӢનǵЈࢬᡏٯӢનǴޑдቹៜᗹࡋځඟ៛ϷѳѠᡏᡍϐѦǴёаԵቾךኞЬԾޔޑ௦Ҕ܌زନΑҁࣴ.3 ቹៜǶޑဂቹៜǵߦచҹӢનჹᗹࡋޗᕮਏႣයǵոΚයఈǵޑӝፕڙௗמᡍǵࣽ ҞǴа፦زኞᜪࠠբࣁࣴޔޑࢂཛྷ൨ࡋၨଯ܈ғࣁЬǴࡌёа٩ᏵεᏢғࢬՉزаεᏢғᆶࣴޣෳڙزҁࣴ.4 ၗǶޑᙦ׳ኞѳѠᗹࡋޔቹៜڗᕇزࣴ܄
ୖԵЎ Ծ:https://3c.ltn.com.tw/news/33435ڗኞԖ೭ 5 εӳҔфૈǶޔၰǼᖍਜ໒ޕԾҗਔൔ(҇ 107)Ƕόᇥգᗋό ϐᅺγፕЎ)Ƕ୯ٛεᏢހ҂р) زኞཀკϐ࣬ᜢӢનࣴޔԙݯᇬ(҇ 107)Ƕቹៜ᎙᠋Γុ٬ҔȠߙԃВൔȡᖍਜ ࡹݯբᏯᏢଣǴᆵчѱǶ ϐᅺγፕЎ)Ƕ୯ҥကεᏢҾᆅހဂ٬Ҕཀᜫϐቹៜ(҂рޗჰགჹᆛၡک࢙Ꮜ(҇ 99)Ƕ౧ᚆག ᅺγǴကѱǶسᏢ Ǵύξᆅຑٯඟ៛ՉࣁǺа Fashion Guide ਔۘऍ֩൞ࣁךဂ୍ᆛઠϐԾޗৎዝǵᔎӵ(҇ 107)Ǵ ፕǴ26(3)Ǵ497-510Ƕ ǶኧՏ൞ᡏٯኞࣁޔमᖄ࿉ޑ ុ٬ҔӢનϩ—а TwitchޑኞޔৎጕވࢫҸ࠶ǵഋդᘬ(҇ 104)Ƕၯᔍ ी୯ሞࣴፕЎǴ196-210Ƕ ᅺγፕ܌زεᏢՉᎍᆅࣴמǶቺܴࣽزဂཀࣁፓϐࣴޗഋ։(҇ 102)ǶᐒӢનᆶᗹࡋϐᜢ߯-а ЎǶ ǶᆅၗૻीᆉǴ8(1)Ǵ100-113Ƕز҇ 108)Ƕଯύғ Instagram ុ٬Ҕཀკϐࣴ)◔܃ഋෂఉǵഋ߭Ўǵߋ ဂޗჹᔕ܄ᖏགፕ LINE ຠკሽॶǵࢬՉੋ ΕǵᆛၡѦޗҏฑǵࣿᅈ(2014)Ǵа൞ϟᙦᆶ Ǵ 12Ǵ419-449ǶزཀᆶᗹࡋϐቹៜǴႝη୍ࣴ :Ծڗኞ࣮ϙሶ?ፓǴޔ϶ኞѱȬѠᆛޔബѱሞ(҇ 106)Ƕബѱሞ 2017 ӝբᚒ:Ѡ мнк https://www.ixresearch.com/news/news_07_06_17 Ծ:https://www.ixresearch.com/news/news_01_11_19ڗബѱሞ(҇ 107)ǶȨ2018 ԃѠᆛၡൔȩϦѲǴ ڗബѱሞ(҇ 108)Ƕ2019 ԃৎҔቨᓎᆛၡ٬ҔࠠࣁᆶᅈཀࡋፓǴ Ծ:https://www.ixresearch.com/news/news_11_14_19 ᅺγፕЎ)ǶύচεᏢ୯ሞހՉᔈҔး٬ҔཀᜫϷᗹࡋϐቹៜϩ (҂рܭჹޣၲ(2016)ǴόӕЎϯەᖴ Ǵਲ༜ѱǶ܌زᔼᆶຩܰࣴ Altman, I., & Taylor, D. A. (1973) Social Penetration: The Development of Interpersonal Relationship.1st, New York: Holt, Rinehart and Winston. Aragon, S. R. 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мнн ӧᙍᏢಞᐒᆶޗЍჹܭᏢಞԋਏϐቹៜ-аᏢಞᅈཀࡋࣁύϟᡂኧ The effect of learning motivation and social support on learning effectiveness- learning satisfaction as a Mediator Цࢅ 1 ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] 2ذࢫ ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ЍᆶᏢಞޗЬाଞჹᏢಞᐒǵزӢᡂኧࡐӭǴฅԶҁࣴޑวၸѐቹៜᏢಞԋਏϐӢનزҁࣴ ቹៜǴаᏢಞᅈཀࡋբࣁύϟᡂኧǴӧᒧჴኬҁਔǴа໘ࢤӧᙍঅޑᏢಞԋਏܭჹځᅈཀࡋᡂኧ ϩॊӵΠǺ(1)ᏢಞᐒჹᏢಞԋ่݀زӅ151ҽǴճҔᘜϩǴࣴڔӅԏӣԖਏୢزჹຝǶҁࣴزᏢғࣁࣴޑ Ѝޗ(Ԗ҅ӛቹៜǹ (4ڀЍჹᏢಞԋਏޗ(Ԗ҅ӛቹៜǹ(2) ᏢಞᐒၸᏢಞᅈཀࡋቹៜᏢಞԋਏǹ(3ڀਏ ගр࣬ᜢࡌزǴҁ่ࣴ݀زቹៜǶਥᏵࣴޑԖ҅ӛڀЍჹᏢಞᐒޗ (ၸᏢಞᅈཀࡋቹៜᏢಞԋਏǹ(5 ๏ӧᙍᏢғǶ ᜢᗖӷǺᏢಞᐒǵޗЍǵᏢಞᅈཀࡋǵᏢಞԋਏ
1.ᆣፕ ङඳزࣴ 1.1 ᆶᙍ௲ػࡹᆜሦȐаΠᙁᆀೌמǴۓϷᙍ௲ػݤȩಃ 4 చಃ 1ೕೌמȨܭϦѲुڋԃ 1 Д 14 В 104 ᆶᙍೌמշᡉڐϦǶӚભࡹ۬ӧҁᆜሦࡰЇΠǴᑈཱུӚࡹǴۓڋԃ3 Д 2 В 106 ܭҁᆜሦȑǴ२ࡋ ᙍਠמᙍుહीฝǵᓬϯמᙍ௲ػȑሽॶǴமϯਠ༜ᆶᙍೱ่ǴϷߦ௲ᏢϐബཥࢲϯǴ٠ၸמ௲ػȐᙁᆀ ᙍ௲ػǴරҁמԄεᏢᒤӭϡᙍૈΚኳԄǴࡌᄬᓬ፦ܫǴϷ໒ڋଣჴբᕉნीฝǵౢΓωӝբػᐒ ගҢ܌ᙍ௲ػҭᔈ಄ᔈᖄӝ୯ȐUnited NationsȑȠ2030 ҉ុวำȡמඟҢϐᜫඳϷҞᗌǶќѦǴ܌ᆜሦ ഢബཥΚǵჴբΚϷ൩ڀ҉ុวϐ୷ҡǶᆕӝаǴҁᆜሦаᎦޗᙍ௲ػբࣁߦמϐ 17 ҉ុҞǴᡣ ᙍ௲ػૈԋמჴࡼǴᡣޑΓωࣁᜫඳǴයఈૈၸᙍྗഢ௲ػǵᙍ၂௲ػϷᙍᝩុ௲ػೌמޑΚ ϐЬाЍࢊǶ܍ೌמᑼӝϷޗࣁ୯ৎᔮวǵౢബཥᆶ ࣁӭϡǴӵ໒ᒤറγᅺγำࡋϐӧᙍǵౢӧᙍ׳ჴࡼǴᡣঅᆅၰޑᆵӧ௲ػׯॠᆶӣࢬ௲ػࡹ ӭӧᙍঅ׳ٮԋΓǴගޑԖЈᝩុୖᆶᏢಞޗᄊࡋࣁޑܫǵᏢϩଯ௲ػӧᙍঅፐำǴ٠а໒ ᙍਠଣǴᏢಞᕴΓኧࣁמεϷ܌୯Ԗ153ךϩ,ҞޑᐒǶᄒԿ107ᏢԃࡋࣁЗǴਥᏵ௲ػीೀޑ 34000Γሀ෧ࣁ28000ޑғΓኧҗচٰزᙍਠଣԾ98ᏢԃࡋԿ൘႟ΎᏢԃࡋᏢғΓኧ,റγࣴמ1245,000ΓǶ୯ϣ 1011000Γሀ෧962000Γ,ࣽޑᏢғΓኧ߾җচٰޑ183000Γሀ෧ࣁ168000,ᏢγޑғΓኧҗচٰزΓ,ᅺγࣴ ޑǴ٠ӧᝡݾᐟਗ਼ᏢғΨҗ109000Γሀ෧ࣁ87000ΓǶεଣਠӵՖӢᔈᖿ༈Ǵวӧᙍঅ௲ػϐሡޑ ǶۺޑࠨᐒǴပჴ௲ػჴӄΓ௲ػޑғ֚ნύǴӵՖᑈཱུ໒ᒤӧᙍঅፐำǴඓඝΓωػܕ ΨόΓሡঁޑሦୱǴՠӚՉӚځΓωሡाаӧᙍঅቚޑPhillipsȐ2005ȑࡰрӧӚՉӚ Ǵёᡣπբय֧ԋߏǶவ٣ىᅈډԶ٬ϐளሡޑϣӧډפΨόኬǴӵ݀ૈ໘ቫόӕሡځኬǴӵӧӕՉ ૈΚǴБय़ךϷкჴԾޕ࣬ᜢޑᆶπբය໔Ѹុᕇளཥ܌ΓǴӧπբޑҺՖᅿπբ অޣቚуǴϸࢀрӧᙍޑᆶ॥ჹຝǶӧᙍঅ௲ػϐሡޑ୍ܺ܌નᎦǴќБय़ࢂඁޑࢂගܹԾρ ޑख़ा܄ǴฅԶᏢғᜐঅǴᗋाঋ៝ৎϷπբǴӵՖගϲᏢಞԋਏǴॶளǶ
мно ᐒزࣴ 1.2 ۺཷךࡐӭǴ೭٤ӢᡂኧхࡴǴӵᏢಞЎϯ(ᖴЎฐǴ2008)ǴԾزࣴޑၸѐȨᏢಞԋਏȩቹៜϐӢ ፕ(ယՙǴ2011),ಔᙃᏢಞ(ᄪ݇Ǵ2011),ᕉნङඳ(ᇳ֡Ǵۓ،ךഋҏᗩǴ2009),ӕᏆᇶᏤ(ഋችृǴ2011),Ծ) ᏤӛᏢಞ(݅ࣤԋǴ2012),ғࢲᔈ(ഋЬӄǴ2011),ԋΓԾЬᏢಞ(ЦηહǴ2013),ҞᏤӛ(݅ठ፣ǴךԾ,(2012 2013),ᏢಞᓸΚ(ֆॣǴ2014),ϣӧᐒ(Ǵ2014),௲Ꮲ॥(߀఼Ǵ2013),ᇡӕ(ᎄЎǴ2014),Ꮲಞም ᇡӕ(ഋඁঙǴ2016), ᏢಞҞޗਏૈ(ᎄૠБǵࡼᒸǴ2015ȑǴךᛖ(аЎǴ2015),ᐟᓰӢન(চǴ2015), Ծ ӕ௲Ꮲ(ЦፉᆡǴ2019),Ꮲಞᄊࡋ(݅ࠔ⣬Ǵ2019),௲ᏢБݤڐᆺǴ2017),ࣚৎ܃(ᒲ؆ൟǴ2016)Ǵӧᙍ૽ግ(Ԣ Ꮲಞޑख़ाӢᡂኧǴठӵՖٰගଯӧᙍᏢғޑЖલ٤ቹៜᏢಞԋਏزٜܴဂǴ2019)ǴฅԶॊࣴ) ाનǴёૈࢂޑᇡࣁቹៜӧᙍᏢғᏢಞԋਏزӧᙍঅᡍǴҁࣴيԋਏǴ٠όܴࣗዴǶ٩ᏵЎϷᏢғҁ ᏢಞᅈཀࡋǴԶගϲᏢಞԋਏǶޑЍёૈၸӧᙍᏢғޗکЍǴԶᏢಞᐒޗᏢಞᐒϷ ᏢಞޕǶࠔࢋ(2014)Ϸ߿፵Ȑ2018ȑჴ่݀ள܄ቹៜޑᏢಞԋਏܭᏢಞᐒჹزၸѐΨԖ࣬ᜢࣴ ҭᡉҢᏢಞᐒёૈၸύϟᡂኧቹៜᏢಞԋਏǴӵֆ٫Ȑ2016ȑϷഋܲزᐒቹៜᏢಞԋਏǶฅԶǴၸѐࣴ ၸ܈ௗޔǴᏢಞᐒقᏢғԶޑట൩ӧᙍঅزჴᏢಞᐒቹៜᏢಞᅈཀࡋǶᆕӝॊǴҁࣴ(2014)ֻ ᏢಞᅈཀࡋቹៜᏢಞԋਏǻ ,ၮሽॶᢀၲᡉৡ౦ޑЍჹᒧЋޗǶകֻඵ(2007)ว܄ቹៜޑЍჹᏢಞԋਏޗޣၸѐΨԖᏢ ջၮޗЍཇଯ,ၮՉࣁ߄ཇӳǶഋቺ(2009)วޗЍჹᏢಞԋਏԖᡉႣෳфૈǶฅԶǴၸѐࣴ ڀᅈཀࡋܭЍჹޗЍёૈၸύϟᡂኧቹៜᏢಞԋਏǴӵጰߪണ (2011)Ϸҏߙ(2010)֡วޗҭᡉҢز ၸᏢಞᅈཀࡋቹៜᏢಞԋਏǻ܈ௗޔЍޗǴقటӧᙍঅᏢғԶزԖᡉ҅ӛቹៜǶᆕӝॊǴҁࣴ аᏢಞᅈཀࡋࣁύቹៜǴ٠ޑЍǵᏢಞᐒᆶᏢಞᅈཀࡋჹᏢಞԋਏޗᔕزॊǴҁࣴܭ୷ Ǵനࡕගр่ፕ่݀زᜢ߯ࢂցౢғύϟਏ݀ǶଞჹҁࣴޑЍჹᏢಞԋਏϐ໔ޗϟᡂኧǴٰᏢಞᐒǵ ᆶ࣬ᜢࡌ๏ӧᙍঅᏢғϐୖԵǶ ޑҞزࣴ 1.3 ӵΠǺޑҞزటϐࣴزᐒǴҁࣴزॊࣴܭ୷ 1.ᏢಞᐒǵޗЍᆶᏢಞᅈཀࡋჹܭᏢಞԋਏޑቹៜǶ 2.ޗЍჹᏢಞᐒޑቹៜ܄Ƕ Ԗύϟਏ݀ǶڀЍǵᏢಞᐒᆶᏢಞԋਏ໔ϐᜢ߯ǴޗᏢಞᅈཀࡋࢂցӧ.3
2.Ў 2.1 Ꮲಞԋਏ ΚՉׯᡂǴԜᅿׯᡂѬஒុࢤਔ໔Ƕᎄܴॡ(1999)ගૈکЈӛޑGangne (1985)ࡰрᏢಞࢂࡰΓ ԋ݀Ƕֆᅽ(1995)ࡰрᏢಞԋਏࢂޑຑໆޑՉࢌᅿԄޣрᏢಞԋਏࢂࡰࢌᅿᏢಞࢲࢤਔ໔ࡕǴᡣᏢಞ Бय़ϐޑޗǵޑǵЈޑǵ଼நӼӄޑೌמᡏǵيǵޑޕ٬ҔӚᅿෳໆǵෳᡍǵᢀჸЋݤǴຑሽᏢғӧ מၮᆒઓǵၮޑډᏢ܌ᡏػፐำύܭᏢಞԋ݀Ǵٰࣁ௲ᏢୖԵǶဃ(2002)ᇡࣁᡏػፐᏢಞԋਏࢂᏢғ ǴाၸѦӧޑϣӧᡂϯࢂคݤᢀჸޑԋ܌Ƕ߉ྷࣔǵҜೱғ(1995)ࡰрᏢಞԋਏޕᏢಞᄊࡋᆶᡏػکૈ วғᆶցǶHiltz andWellman (1997)ࡰрԋᕮࢂࣁᑽໆᏢಞԋਏޑᡂϯٰፕрᏢಞޑբ܈ՉࣁǴճҔ߄ޑ ளϩǶᏢಞԋਏࣁࢌᅿᏢಞޑᏢԋᕮϷԋਏෳᡍ܈ׯᡂޑᑽໆǴхࡴࢌᅿՉࣁޑࡰǶᏢಞԋਏޑനதҔ ࢲӧࢤය໔ࡕǴჹᏢಞޣ܌ՉϐᏢಞຑໆ (ᒘ܃൛Ǵ2012)ǶЦӵণ(2010)ᇡࣁޔௗޑᏢಞԋਏࢂᏢಞޣӧᏢ ᏢಞԋਏޑׯᡂǹϸၸٰᇥǴ໔ௗޑӧୖᆶᏢಞࢲࡕޣᡂϯǴЬाᇥܴᏢಞޑౢғՉࣁ܌ಞࢲϐǵࡕ ࣁᏢಞޣୖᆶᏢಞࢲᐕࢤਔ໔ࡕωԖਏ݀Ƕᗛᆧ(2008)Ꮲಞԋਏ߯ࡰҗࢤਔ໔ޑግಞ܈ᏢಞǴᕇ Κׯ๓ғࢲǵှ،ୢᚒϷගϲπբૈΚǶቅੇૈޕΚԶ٬ՉࣁׯᡂǴ٠ૈၮҔԜᇡ ૈޕᇡޑᆶૈמǵޕள ᅿࡰǶ݅ޑᏢಞԋ݀ޣҞǴΨёҔٰᑽໆᏢಞޑ(2002)ᇡࣁᏢಞԋਏࢂ௲Ꮲࠔ፦ϐຑࡰύനЬा ૈޕ܈ૈמࢌ٤ཀǵޑډᏢಞԶಞள܈ᐕࢤਔ໔ࡕჹࢌᅿሦୱϐ૽ግޣճ(2007)ᇡࣁᏢಞԋਏࢂᏢಞ
мнп ำޑૈמ܈ޕԾߞЈǵځᏢಞࢲࡕǴቚڙǵֆҥӼ(2012)ᇡࣁᏢಞԋਏࣁௗنၲԋϐНྗǶऍ܌Κ ଅǶ߿፵Ȑ2018ȑޑϦљܭՉࣁׯᡂჹޑ܌ᏢಞፐำϐᏢಞǴϷޣ૽ڙࡋǶలী(1992)ࡰрᏢಞԋਏࣁ ځׯᡂǴ٬ޑ૽ግࢲਔǴஒЇวಔᙃਏૈൂۓຑໆࢂΜϩ֚ᜤǴЬाӢӧᇡޑᇡࣁᏢಞԋਏϐᏢғԋ݀ቫԛ ӢનёϩޑᜤǶᏢಞԋਏӭӢનቹៜǴቹៜᏢಞԋਏ֚ޑൔрԋ݀ࢂԖჴ፦ޑسόܰᑽໆǴӢԜाԖ ޑӚᅿڙ൛(2013)ᇡࣁᏢಞԋਏࣁᏢӧௗ܃ǵᒘنӢનѤεᜪǶऍޗࣁঁΓӢનǵৎӢનǵ௲ػӢનǵ ำࡋǶֆරහǵഋࣦӓǵഋֻܴȐ2017ȑᇡࣁᏢಞԋਏࢂᏢޑૈמ܈ǵԾߞЈǵޕځᏢಞࢲࡕǴቚߏ ຑሽаᏢಞΟޑׯᡂǶමܴస(2008)Ꮲಞਏ݀ޑᏢಞܭԖόӕૈמǵཀϷޕϐࡕǴӧᇡ״Ꮲಞࢲ่ܭ ϣǶᇳளస,ᗛ௵(2009)Ꮲಞԋਏ߯ࡰᏢғӢᡍ ಕᑈԶ٬ঁᡏՉࣁ߄ޑࣁຑሽޕǵཀǵᇡૈמεሦୱϐ ᕇளǴᗋх֖ཀᆶޑޕܭጄൎόӧځᕇள่݀Ǵޑૈמ܈ޕᅿᐕำǴҭࢂޑౢғׯᡂǴЪᆢߏΦ ӧՉࣁǵ གځᏢಞࢲਔǴۓਔ໔Ꮲಞࢌᅿۓ ӧࢌޣᎦԋǶដϲ(2012)ࡰрᏢಞԋਏ߯ࡰᏢಞޑૈמ ำࡋǶబ(2015)ᇡࣁᏢಞԋਏନΑᏢԋᕮϐѦǴᗋ఼ᇂᏢғᏢಞᅈཀำࡋǴޑׯᡂаϷ ૈၲԋޑޕᇡک ǵޕӧᇡޕᏢಞࡕǴЬᢀޑӢનǶླྀျໜ(2007)ࡰрᏢғӧၸፐำٿࡺஒᏢಞԋਏϩࣁᏢಞᅈཀϷᏢԋᕮ ǵޕᇡޑډள܌ၸำǴޑ૽ግ܈ቫय़ϐᏢಞਏ݀Ƕᎄߪ݇(2013)ᇡࣁᏢಞԋਏ߯ࡰᏢғҗᏢಞૈמཀᆶ Ꮲಞԋ݀ǶޑᆶჴሞၮҔѤঁቫय़ૈמཀǵ ܈ကԋǺᏢᐕࢤਔ໔ࡕჹࢌሦୱϐ૽ግۓᇥݤǴஒᏢಞԋਏޑ(Ե݅ճ(2007ୖزᆕӝॊǴҁࣴ ำࡋǶޑၲԋ܌ૈΚૈמ܈ޕᏢಞԶಞளϐཀǵ 2.2 Ꮲಞᅈཀࡋ ᄊࡋ,ϷдॺӧᏢಞ܈གזޑჹᏢಞࢲޣZeithmal (1988) ᇡࣁKnowles (1970)ᇡࣁᏢಞᅈཀࡋࢂࡰᏢಞ ޑΓঁىᅈک഻ӳሡޑ߄ၲǴҭջঁΓჹᏢಞࢲޑགکჹᏢಞࢲϐᄊࡋ܈,ሡکኅఈޑԾρىၸำύᅈ ᑽໆՉࣁࡰ(Chen & Stotlar, 2012)ǶޑǴΨࢂߚதԖҔۺཷޑჴำࡋǶȨᅈཀࡋȩࢂঁӭय़ޑҞ܈ኅఈ ଯᑫډϣЈག܈ᄊࡋޑ߄рᑈཱུځᄊࡋϷགǴзޑᏢಞϐࡕ܈ᏢಞਔܭTough (1978)ࡰрᏢಞᅈཀࡋࣁᏢჹ ޑόଯᑫ߾ᡉҢόᅈཀǶLem and Wong (1974)วᏢғᆶԴৣ໔ډϣЈག܈൩ࢂᅈཀࡋǴϸϐǴ߄рཱུՉࣁ Ϸᑫ፪Ǵ߾ຫૈᡣᏢᏢᏢಞϐሡىᅈཀࡋගϲǴԶЪፐำϣຫૈᅈޕԴৣϐܭᜢ߯ຫࢂᒃ߈ǴᏢғჹ ගϲᏢಞᅈཀࡋǶAbraugh (2000)ࡰрᏢಞᅈཀࡋࣁᏢғӧᏢಞᐕำύޑϣӧགᆶᄊࡋǴЪӧᏢಞᐕำύᏢғ གޑᏢಞᐕำΠܭϐำࡋǶ ࡌᓄ(2014)߾ࡰрᏢಞᅈཀࡋࢂࡰᅿჹޑϷၲԋىኅఈᕇளᅈሡޑᏢಞܭჹ ғǵЈϐډၲځࢂӧᏢಞၸำύ܈ǴזඍډڙԋࢂӢࣁᏢғӧᏢಞࢲύགޑϷᄊࡋǴԜགᆶᄊࡋ ᑫ፪ਔ,Ѭёаᐟᓰдߥޑᅈཀ٠วჹᏢಞޣᏢಞ,ޣᏢک߾ύ (2014 )ڻǵᖴᆧীǵܰޱǶ൹୯ىᅈሡ Ԗ܈ख़ाࡰǶᐒΨёаբࣁፐำीޑࢂցᅈཀޣΚ٠ᝩុᏢಞǶӢԜᏢಞᅈཀࡋࢂᑽໆᏢಞԋ݀аϷᏢಞ ৡ܌όӕԶԖޑჹຝزᏢಞᅈཀࡋቫय़ᗨฅӢࣴޑЎǴวᏢғޣྗǶֆ٫Ȑ2016ȑ༼Ꮲޑԋф܄ਏ ౦Ǵՠεх֖ΟঁЬाቫय़Ǻፐำϣǵ௲ৣ௲ᏢǵՉࡹ୍ܺǶഋྼ(2000)ࡰрᏢಞᅈཀࡋࣁᏢਠගଯ௲ ख़ाӢનϐǴޑౢғᝡݾᓬ༈کԏᏢғܕᅈཀࡋ,Ѭஒԋࣁޑ୷ᘵǴӢԜǴӵ݀ૈԖਏӦගଯᏢғޑػ፦ໆ ڻշᆶЍජǶഋӀߝǵҖڐޑϷਔᆶѸाٮǴЪගᏢಞሡޑԴৣᔈஒᏢғຎࣁ៝࠼ǴᏢਠᔈᕕှᏢғ ϣځǴޑाનࢂᆕӝޑǴࡺቹៜᏢғᏢಞᅈཀࡋىᅈሡޑᏢғჹӚቫय़ܭȐ2017ȑᇡࣁᏢғᏢಞᅈཀࡋࢂٰԾ کӕᏆᇡӕǹԶѦӧచҹ߾х֖ᏢಞᕉნǵᏢਠՉࡹࡼکᡍǵᏢಞԋ൩གϷ௲ৣيӧచҹх֖ΑᏢғҁ ᏢғᒧঅᡏػፐำᅈཀำࡋਔǴஒᏢಞᅈཀࡋϩࣁӕᏆᜢ߯ǵزӦഢᏔӢનǶᄃ଼(2008)߾ӧჴࣴ Ƕഋࡌᇯ(2014)߾ஒᏢಞᅈཀࡋϩࣁ௲ৣ௲ᏢǵӦࡼǵز௲ৣ௲ᏢǵᏢਠՉࡹаϷӦഢѤঁӢનՉࣴ Ꮲಞਏ݀ǵӕᏆᜢ߯аϷᡏػՉࡹϖӢનǶ ᅿঁΓϣӧགϷޑӧᏢಞၸำύޣကࣁǺᏢಞۓԵAbraugh (2000)ǴஒᏢಞᅈཀࡋୖزᆕӝॊǴҁࣴ ำࡋǶޑᆶၲԋىኅఈౢғᅈᏢಞϐሡܭᄊࡋǴҭ߯ջჹ ӚᅿᏢಞܭǵֆስඁ(2010)ࡰрᏢಞᅈཀࡋࣁᏢғӧᏢಞᐕύǴჹنᏢಞᅈཀࡋஒ҅ӛቹៜᏢಞԋਏǶऍ मޱඁ࣓(2015)ǵֆࡹᑉ(2014) ǵ݅ڬΨගϲǶЦᝬܴȐ2017ȑǵ܄ԖਏޑӳǴᏢಞୃޑᄊࡋ܈ڙགޑࢲϐ زǵഋܸฅȐ2017ȑϷֆݒᑉ(2014)֡วǺᏢಞᅈཀࡋᆶᏢಞԋਏ໔ၲᡉ҅࣬ᜢǶਥᏵॊЎǴҁࣴ (2015) мнр ଷӵΠǺ H1ǺᏢಞᅈཀࡋ҅ӛቹៜᏢಞԋਏ 2.3 Ꮲಞᐒ ᆙᖿΚǶޑόϦѳϐϣӧᆶѦӧᕉნӢԶᏤठޑډޕ܌ᆶAdams (1963)ᇡࣁᐒࢂӢঁᡏࣁΑૈ෧Ͽୖ ᡏϣϐΚໆǴᐒஒቹៜӚᡏрࢌᅿՉࣁǴᐒΨࢂӧᏢಞύനख़ঁܭᗦᙒځᐒࣁനፄᚇϐЈ፦Ǵ ख़ाᜢᗖޑഢᏢಞᐒ߾ࢂᆢុᏢಞڀҞǴԶޑᏢಞيಖډᏢಞǴωૈၲޑӢનϐǶԖុόࢤޑा Ӣન (Faure, Herrera, Kaddoura, Lopes, Petrovsky, Rehnema, & Ward, 1972)ǶᐒᇡࣁࢂঁᡏϣӧޑᅿΚǴԜ ԋΚஒቹៜՉࣁౢғǴЪᏤठঁᡏՉࣁϐᡂϯǶԶ Stipek (1995)߾ᇡࣁᏢಞᐒࢂᏢғӧᏢಞБय़Ǵࣁঁᡏଓ Ǵёϣӧሡޣ܈ЬӢϐǶᎄߍҏ(2008)ᇡࣁ,Ꮲಞᐒࣁᅿ០ΚޑǴΨࢂቹៜᏢԋ൩ᅿЈሡޑф ҞϐՉࣁၸำǶ(2002)ࡰрᏢಞᐒࣁᏢಞՉࣁۓډᆢঁΓϐՉࣁᆶࢲǴаϷၲکаࡰᏤǵЇว ϐ୷ᘵǴঃऩલЮᏢಞΚǴคፕࢂӭӳޑ௲ᏢᆶрՅޑϣ,ჹܭᏢғޑᏢಞࢂคҔޑǶӢԜǴᏢಞᐒࣁၲ ϣӧӢન(ഋ㭵ܴǵߋࡹ᎔Ǵ2009ȑǶယྟ(2013)ࡰр,ᏢಞᐒࢂวᏢޑᏢಞҞϐЈၡᐕำǵࢂᏢಞՉࣁډ ࢲύǴѬႴᓰঁΓԾวӦΕᆒΚᆶߥᏢಞޑϣࡘԵၸำǴϷӧᏢಞޑғ܈ЈҞۓჴޣಞ ᆙ,Ԗᐒߦว܈ᄊ,ࣁΑ෧Ͽ೭ᅿόރޑᆙ܈όޑᐟԶЇଆڈۓډڙᐒǶγै(1997)ᇡࣁ,ᐒࢂঁΓ ᐒӢનǶࡼ࠽Ȑ2016ȑᇡࣁᏢಞᐒǴᔈࣁΓᜪӧᏢಞޑىӚᅿՉ,аߡᕇளᅈޑڗ௦܌ҞΓරሡঁ ᄊࡋǶ൹଼ሎ(2014)ᇡࣁ,ᏢಞᐒࢂঁϣၸำǴёว܈ۺཀޑᏢಞᐕำځਔǴૈЇଆঁᡏݙཀǴ٠ᆢ ϷᆢঁΓᏢಞࢲǴаߦ၀ࢲරࢌঁҞၲԋǶPintrich (1996)ගрΑޗᇡޕޑᏢಞᐒኳࠠǴᖂᆀᐒ ࣮ݤǴόѸฅࣁ٣ჴǴՠࢂ,Ѭނᑈಕ٣ޑғࢲᡍ܈ࡰࢂࡰঁΓჹШࣚۺᒏߞ܌Beliefs)Ǵ)ۺϣӧߞޑԾঁΓٰ ૱ቹៜǶֆॣ(2014)ࡰрᏢಞᐒቹៜঁΓૈցޑѦࣚډڙǴԜѦᐒҭڙՉࣁᆶགགޑࠅૈวঁΓ ޑȐ2017ȑਥᏵॣᏢಞᐒٵǵ϶ᒶǵֺޱەᜢᗖǶᖴޑᏢಞҞӧᏢಞࢲϐǴЪᑈཱུЪЬӦଓ ᇡࣁᏢಞᐒёϩԋϣӧᆶѦӧځǴޑፐѦॣᏢಞࢂஏόёϩځᏢғॣᏢಞᐒᆶډፕǴΑှزፕᆶࣴ ΚǴޑаӧᏢಞၸำύǴԖၨߏਔ໔ѐᆢॣᏢಞ܌഻ངॣǴيᏢғԾρҁܭεᜪǴϣӧᐒջᇥܴҗٿ (ԋߏǶֆܰၲ(2011ךԾǴଓሡޑȩޕȨىϣ០ΚǴᅈޕԖᇡڀǴ٠ޑЈǵࡷᏯЈڻ٠ЪჹॣᏢಞࢂкᅈӳ ܌ԴৣډᇡࣁᏢಞᐒᏤठᏢғԾᏢಞǴЪߦ٬ᏢғᏢಞᆶߥςЇଆϐᏢಞࢲǴӢԶߦ٬Ꮲಞࢲૈၲ ,ᑫ፪ᆶᏢಞᐒஒεεගϲᏢಞೲࡋǶӕਔޑ҅ޑЈၸำǶMcCombs (2000)ᇡࣁ,மεޑҞϐϣӧۓ ᏢಞԋਏΨᒿϐගଯǶᏢಞᐒёаࢂၸᏢޑᏢಞΚਔǴдॺޑࡐଯکයఈޑԖᑈཱུڀӵ݀Ꮲғ,ډдᗋග ϣӧΚǴ٠ჹᏢಞ܈ϣচӢޑǴ٠ঁᡏុՉᏢಞǴቹៜᏢғӧᏢಞࢲਔۓ،ಞሽॶᆶයࡑٰբࣁ ӛǵᆢᆶፓϐբҔȐ݅ДǴ2015ȑǶऩલϿΑᏢಞᐒǴஒ٬௲ৣӧፐำ௲ᏢǴӧғۓԖǵڀࢲ ǵ݅ܿᑫǴۏ࣭ǵṅතǵླྀηۏᏢಞԋਏȐ݅ޑ෧ϿᏢғ܈ፐำϣǵؼӳፐำीϷᓬ፦௲Ǵஒफ़ե ᏢಞࢲǴ٠ЇᏤ၀ᏢಞࢲරޑᏢಞࢲǴᆢςЇଆޑ2017ȑǶࡾᑫ(1997)ᇡࣁ,ᏢಞᐒࢂࡰᐟวᏢғ ՉࣁࣣᆀϐࣁᏢಞᐒǶޑϣၸำǶΨ൩ࢂᇥ,ӧᏢಞၸำύǴҺՖૈႴᓰᏢғԾᏢಞޑҞޑۓ܌Դৣ ᏢಞᐒǶKeller (1983)ගр ARCS ᐒीޑᏢಞҞǴаߡЇวᏢғޑۓॺѸӃዴךӢԜǴӧᏢಞǴ གىRelevance)ǵԾߞЈ(Confidence)Ϸᅈ)܄ኳԄǴARCSᐒीኳԄϩձࣁǺݙΚ(Attention)ǵᜢᖄ ݙΚϷᑫ፪ǴӆᡣޑؼǵܲᓄȐ2017ȑᇡࣁ ARCSᐒीኳԄ߯ࡰǴӃЇଆᏢғჹᏢಞ܃Satisfaction)Ƕഋ) གǶWigfieldىᅈޑԾߞЈѐၲԋҞǴനࡕᡣᏢғᕇளԋфࡕکǴௗᡣᏢғჸԾρԖૈΚ܄ᜢᖄځᏢғΑှ Ȑ2017ȑ߾ڻΟঁӢનǶഋӀߝǵҖۺхࡴΑբሽॶǵԋфႣයϷૈΚߞځand Eccles (2000)ᇡࣁᏢಞᐒ ӛԋϩϩࣁϖঁӛࡋڗፕٰཷॊǴ٠ஒᏢಞᐒ܈ǴคݤൂҔᏢࢴޑ܄ЬӢϷቹៜࢂӭय़ޑᇡࣁ,Ꮲಞᐒ ϖঁӛࡋϩձࢂȨԋ൩ᐒȩǵȨπբሽॶȩǵȨԵ၂ขቾȩǵȨᏢಞᄊࡋȩаϷȨҞᏤӛȩǶځǴزՉࣴ ፓǴωૈޑۺᐒߞ܈ᔈҔޑᏢಞౣډаѦǴϝޕZimmerman (1997)ᇡࣁ,ᏢӧᏢಞၸำύନΑᄬࡌ ԖਏǶ׳ׯ๓ᏢಞԋਏǴჴ፬ԾρፓᏢಞǴᏢಞБૈ วᏢಞࢲޣǴҭջᏢಞᅿЈሡޑԋфကࣁঁᡏଓۓကǴஒᏢಞᐒۓ௦ҔԙལӃ(1997)ϐزҁࣴ ԋߏϐӛǶཀကᆶሽॶǴԶ၂០Ծρଓޑ мнс Ȑ2017ȑٵǵ϶ᒶǵֺޱەᏢಞᐒࢂᅿ០ΚǴԜ០Κஒ҅ӛቹៜᏢಞՉࣁϷԋਏǶӢԜǴᖴܭҗ วፐѦॣᏢಞᐒᆶԋਏӚቫय़֡Ԗᡉ࣬ᜢǶల࣓(2014)่݀ჴϩǴܴᏢಞᐒᡉቹៜ่݀ ଣᏢғϐᏢಞᐒᆶᏢಞԋਏԋ҅࣬ᜢǶࠔࢋޜǵ݅ܿᑫȐ2017ȑวǴۏ࣭ǵṅතǵླྀηۏᏢಞԋਏǶ݅ วᏢಞᐒᡉቹៜᡏᏢಞਏ݀Ƕ߿፵Ȑ2018ȑჴวኧՏᏢಞϐᏢಞᐒᆶᏢಞԋਏԋᡉ҅(2014) ࡌҥଷӵΠǺز࣬ᜢǶਥᏵॊЎǴҁࣴ H2ǺᏢಞᐒ҅ӛቹៜᏢಞԋਏ ܴᏢಞᐒ҅ӛቹ(2011)نᏢಞᐒࢂ០ԾρᏢಞԋߏǴԋߏ่݀ஒ҅ӛቹៜᅈཀࡋǶӢԜǴऍܭҗ ୯ύᏢғᏢಞᐒϷᏢޑჹຝǴวཥчѱୖᆶံಞزߍዝ(2014)аཥчѱѱҥ୯ύᏢғࣁࣴڬៜᏢಞᅈཀࡋǶ (ԖᡉႣෳΚǶֆ٫Ȑ2016ȑჴᏢಞᐒ҅ӛቹៜᅈཀࡋǶഋֻܲ(2014ڀԖᡉ҅ӛ࣬ᜢЪڀಞᅈཀࡋ໔ Ԗ҅࣬ᜢǶԶᏢಞᅈཀࡋቚуǴਥᏵӃЎǴஒڀᏢಞᐒϷᅈཀࡋ໔ޑჴଯᙍႝᐒࣽᏢғӧࣽҞፐำ ࡌҥଷӵΠǺزаǴҁࣴ܌ගϲᏢಞԋਏ(ӵЦᝬܴǴ2017)Ƕ H3ǺᏢಞᐒ҅ӛቹៜᏢಞᅈཀࡋ H3aǺᏢಞᐒၸᏢಞᅈཀࡋቹៜᏢಞԋਏ 2.4 ޗЍ ᕉნᆶΓ໔ޗǴख़ۺཷޗǴಃࣁۺཷޑख़ाঁٿЍхࡴޗKotler (1980) ࡰрCaplan (1976)ࡰр дঁΓǵځྍǴѬࢂঁόᘐᆶٰޑࣁঁΓૈΚسǴЍۺཷޑ(ȩ(support systemسᜢ߯ǶಃΒࢂȨЍޑ ЍޗᕉნύౢғቹៜΚǶCaplan(1974)ஒޗޑೀيΓӧдॺঁܭǴჹسޑϕޗಔᙃՉ܈ᆛ๎ǵიᡏ ᔈᡂځᓸΚਔǴёаගϲکᅿ٩ᒘགǴ೭ኬঁΓӧय़ჹ֚ᜤǵࡷᏯޑΓᆶঁΓ໔ঁ܈ကࣁঁΓᆶဂᡏۓس ԋϐ܌ᔅշǴவԶ෧ᇸᓸΚჹғࢲᆶЈ္ޑЈ္܈ளჴ፦ڗϕԶޑΚǶЍ೯தᇡࣁࢂঁΓ೯ၸдΓૈ ࢌܭ൧ख़ǵᜢངϷߕឦڙၲǴ٬ঁΓགޑ৲ကࣁࢂߞۓЍޗǶCobb(1976)ஒ܄ቹៜǴ٠ׯ๓ঁΓᔈ ۓЍޗက୍Ϸϕඁྣ៝ǶLopez(1999)ஒޑᏼ܍Ǵ۶Ԝ٠ԖӅӕۓޭډڙሽॶޑঁྎ೯ϐᆛ๎Ǵ၀೯ߞᆛ๎ ࡰЇǶMina,Jessica and Nancy (2009)ගрکϟΕޗ፦ǵ୍ܺǵނޑ๏ঁᡏჴሞٮӦБǴගۓӧࢌޣကࣁЍ Ѝࣁޗ ٠๏ϒߥៈǶۺཷךԾޑЍૈวᑈཱུޗޑౢғ܌Ꮲಞ֚ᜤਔǴ܈Ѝ߯ࡰঁᡏӧय़ჹᓸΚޗ ЍࡰȨΓॺϕޗ,ᔅշǶӢԜ܄གک܄ჴ፦ޑдख़ाдΓځکளৎԋǴӕՔڗΓၸᆶдΓϐϕԶঁ ޱذߪᏌǴ2001ȑǶᖴ)ਸሡޑдॺىǹҭёᔅշΓॺᅈΓሞᜢ߯ሡىȩǴёᅈ୷ҁሡځى࣬٩аᅈ زЍǶՖഓࣔ(1998)ӧࣴޑᆒઓ܈፦ނӕᏆǴӧ܈εޗЍࢂٰԾᒃΓǵଛଽǵР҆ǵޗ,ᇡࣁ(2004) იᡏύǴᕇளᆣǴၗૻϷޑǴӧϕ࣬ᅰက୍ޑǵ൧ख़ޑԾρࢂངډڙύࡰрঁΓҗΓሞϕࡕǴЬᢀག ڗᜢ߯ϐၮբǴޗᕉნϐύǴᙖҗӚᅿޗЍёаᇥࢂঁΓӧޗሽॶǶךԾۓǴԶޭىᅈޑӛࡋڀπ Ǵٰྍхࡴᎃۚǵᒃǵٮග܌ЍࢂҗдΓޗԋ݀(ಷ≁ӬǴ1999)ǶThoits(1986)ࡰрکၸำޑளЍϷᔅշ ޑ৲ᆶૻ܄ᆣޗǵ܄ڀӵπٯΚǴૈޑౢғᒿᐒᔈᡂޣ֚ڙޑࢌᅿნᓸΚΠܭৎΓǵӕ٣Ϸܻ϶ǴᔅԆೀ ਔংǴѬஒჹޑᆅᓸΚǶCohen and Wills(1985)ࡰрঁΓय़ჹғࢲύϐᓸΚࠅคݤрϸᔈځᇶշǴаᔅշ ᜢ߯Ǵё٬ࢌঁΓӧࡘགྷၨࣁѳޗޑԾ൧ᄬԋᅿόճǴౢғคΚགǴଷঁΓᏱԖᆶдΓ໔ᑈཱུޑ೭ঁΓ ё٬ঁΓ׳ሽॶ٠ঁΓᆣЍǴךԾځۓޭٮҬᆛၡǴёගޗЈᄊࡋǴ٠Ъ೯ၸ೭ᅿޑᑽวǴԶᗉխཱུ ಔᙃᆶ૽ግǴᕇளৣޑЍࢂࡰঁᡏӧი໗ύޗᡂϯǶᅸക(2006)ࡰрޑғࢲύکࡷᏯޑय़ჹΓғܭ߿ૈ ҞᆶдΓ໔ϐϕǴவЍࢂঁΓଓޗᇡࣁ(2009)کำࡋǶጰ٫ޑΚЍނΓΚϷޑӕᏆ໔ک϶ߏǵᒃ ౢғϐբҔǶ܌ݩሡۓىЍǴӢԶᅈޑ܄৲ૻ܈܄ǵᆣ܄ڀύᕇளπ ࣬ᜢޑࡌᄬ܌ЍޗжᆶԐ儩ӭଞჹ༼ЍǴϩ٠ޗကۓTardy(1985)ӝፕᆶᏹբय़ӛٰ य़ӛǺۺЍᘜયࣁϖঁཷޗፕॊǴஒޑޣӛǴаϷӚࢴৎᏢڗፕ ȐȑБӛ܄(Direction) ޗӧܫ償ЯஒขᗺزࣴޑᄬԋǴᏃᆅεӭኧ܌ᚈӛϕ೯ڙБǴҗ๏ϒᆶௗڙЍёϩࣁࡼϒБᆶௗޗ ᄊᐕำϐǴԜຝ٬ளЍளаԋҥǶޑ୷ᘵΏࢂࡌҥӧΓሞ໔ޑЍޗБǴฅԶǴ٣ჴǴڙௗޑЍ ȐΒȑЍଛ܄(Disposion) мнт ډёள܄ໆ܈܄߄ঁᡏόፕӧ፦ޣჴᕇЍ(enacted support)Ǵک(Ѝϩࣁёᕇ(available supportޗ ёҔٰྍǴՠӧճҔБԄ߾ޑЍޗӧҁ፦ᗨࣣࢂޣٿЍၗྍǴޗޑࡰჴሞёၮҔޣЍǴࡕޗޑ уаϩǶ܄٩ঁᡏЍଛ ȐΟȑඔॊ/ຑ(Description / Evaluation) Ьा܄ৡ౦ޣٿᅈཀำࡋǶޑЍޗЍϐᇮǴԶຑय़ӛԑӧϩঁᡏჹޗඔॊܭҞӧزҽࣴ ǴޕᆶڙགޑЍޗᡏჹঁܭख़ᗺز߾ஒࣴޣևǵ၍ញǴࡕޑЍຝޗӧჹܫख़ᗺزஒࣴޣܭӧ य़ӛόᅰ࣬ӕǶޑख़܌ځ٠уаຑǴ ȐѤȑϣ(Content) аЍٰ܈ǴޣϩᜪྗᆶϩᜪБԄǴᖐΥаЍჹຝࣁϩᜪ٩ᏵޑගрόӕޣଞჹϣБय़ςԖόϿᏢ ޗࢎᄬǴόၸǴTardyᇡࣁӧޑ܄วۘคठځҭӚԖόӕ၍ញǴ่݀زǴࣴ܌ǴࣣԖޣྍᜪࠠࣁЍྗ߾ Ƕ܄ᆶຑሽ܄৲ǵૻ܄ڀǵπ܄ЍᜪձǴх֖ᆣޗѤᅿޑࡌᄬ܌(ᔈឦHouse(1981ޑڙϩᜪǴ⯀ޑЍ ӛǶޑวςԖВᖿӭϡޑЍϣޗฅԶਔׇԿϞǴ Ȑϖȑᆛ๎(Network) ӸӧጄᛑаϷޣٿӢࣁځжǴڗ܌ȨၗྍȩຒςᅌȨᆛ๎ȩޑ௦Ҕ܌ᄽǴၸѐޑЍፕޗᒿ ᗺǵޑಔԋ܌ख़ाдΓޑշڐٮຝǴࢂঁᡏғࢲύёૈගޑ่ᄬϣޗЍჴឦᡏޗܭӛࡋϐৡ౦Ǵҗ ጕǵय़ޑᆛ๎Ƕ ӕ٣Ǵᔅک๏ϒǴхࡴܻ϶ǵᎃۚǵৎΓǵᒃ܌ကࣁҗдΓۓЍޗ௦ҔThoits(1986)ᇥݤǴஒزҁࣴ ᔅշǴаᔅշᆅᓸΚǶҗޑ৲ሡૻ܌аϷ܄ᆣޗǵ܄ڀշΚǴӵπޑ٤ᔈᡂޣԆೀӧᓸΚნΠϐ֚ᜤ ᆶᏢಞԋਏϐ໔ޗගғᏢಞԋਏǶછਁ༵( 2012)ჴܭǴӢԜԖշۓᡏϐՉࣁޭঁܭЍࢂຼᎁΓჹޗܭ ࣁ໗϶ЍǵޣำࡋၨଯǹӆڙགޑЍаӕᏢЍޗϐ໔ϕԖቹៜǶഋቺ(2009)วޣٿԖᡉ҅࣬ᜢǴЪ ЍᆶᏢಞԋਏϐ໔Ԗᡉ࣬ᜢǶഋቺȐ 2009 ȑޗ߾ࣁભҺԴৣЍǴԶᡏޑำࡋၨեڙৎΓЍǹག ࡌҥଷӵزЍჹᏢಞԋਏԖᡉႣෳфૈǶਥᏵॊЎǴҁࣴޗЍᆶᏢಞԋਏԖᡉ҅ᜢǴ Ъޗჴ ΠǺ H4 ǺޗЍ҅ӛቹៜᏢಞԋਏ Ǵ่݀ޑৡຯޑЍජǴԶᅈཀࡋࢂჴᆶයఈޑسᡏӧᕉნǵၗྍǵᆒઓঁٮЍёගޗܭҗ ЍஒගϲᏢಞᅈޗৡຯǴӢԜޑྗΠᕭอჴᆶයఈϐύޑሡǴӧঁΓሡ܌ޑჴݩٮЍගޗ ᏢಞᅈཀࡋޑᐒǴԶᏱԖၨ٫ޑᏢಞౢғၨεܭЍᆶߞҺǴπჹޑཀࡋǶӢԜǴಔᙃऩ๏ϒπଯࡋ ޑᔈϷғࢲǴֹ๓ޑЍቹៜҬඤᏢғޗޑȐ᐀ЎǴ2003ǹഋࣦዅǴ2004ȑǶम۸(2005)วҬඤᏢਠ ᇶᏤࡼёߦҬඤᏢғᔈǵ෧ϿЎϯፂᔐϷගϲғࢲᅈཀࡋǶҏߙ (2010)วᒧЋޑޗЍ҅ӛቹៜ ᏢಞᅈཀࡋǶጰߪണ (2011)ჴޗЍჹᅈཀࡋԖᡉ҅࣬ᜢǶҏߙ(2010)ჴޗЍჹᏢಞᅈཀࡋԖ҅ӛ ࡌҥଷӵΠǺزаǴҁࣴ܌ௗቹៜǶԶᏢಞᅈཀࡋቚуǴਥᏵӃЎǴஒගϲᏢಞԋਏ(ӵЦᝬܴǴ2017)Ƕޔ H5ǺޗЍ҅ӛቹៜᏢಞᅈཀࡋ H5aǺޗЍၸᏢಞᅈཀࡋቹៜᏢಞԋਏ ЍජǴԶᏢಞᐒࣁᏢғᏢಞϐ០ΚǴӢԜޑسᡏӧᕉნǵၗྍǵᆒઓঁٮЍёගޗܭҗ ԖႣෳΚǶᖴঙڀᏢಞᐒԖᡉܭЍჹޗǴஒߦวᏢಞᐒǶֆߪػ(2017)ჴޕЍϐமਗ਼ޗ ܌ԖႣෳΚǶڀЍȩᆶȨૻ৲Ѝȩനڀᡉ҅࣬ᜢǴаȨπڀ֡ޣЍჹᆶᏢಞᐒჹᏢಞޗว(2017) ࡌҥଷӵΠǺزаǴҁࣴ H6ǺޗЍ҅ӛቹៜᏢಞᐒ
мой Бݤزࣴ .3 ࢎᄬزࣴ 3.1 ቹៜǴ٠аᏢಞޑᏢಞԋਏܭЍჹޗЬाӧᏢಞᐒϷزၸಃΒകЎϷၗӭໆ᎙ំ,ҁࣴ ЍၸᏢಞᅈཀࡋჹᏢޗԖύϟਏ݀ǴаϷڀᏢಞᐒၸᏢಞᅈཀࡋჹᏢಞԋਏزᅈཀࡋࣁύϟǴҭջ ҢǺ܌ࢎᄬӵ3-1კزԖύϟਏ݀Ƕࣴڀಞԋਏ
ࢎᄬკزკ3-1 ࣴ ကᆶᑽໆБԄۓᡂᏹբࠠزࣴ 3.2 ۺᄬزԶჹӚࣴزЍǶ௦Ҕၸѐ࣬ᜢࣴޗϐख़ाᡂኧхࡴǺᏢಞԋਏǵᏢಞᅈཀࡋǵᏢಞᐒᆶزҁࣴ ᑽໆБԄӵΠǺځက٠ᇥܴۓ܄๏ϒᏹբ 3.2.1 Ꮲಞԋਏ :ကۓ)ᏹբࠠ) ၲ܌ૈΚૈמ܈ޕࢌ٤ཀǵޑډᏢಞԶᏢಞ܈ၸࢤය໔Ǵଞჹࢌᅿሦୱϐ૽ግޣᏢಞԋਏࢂᏢಞ ԋϐНྗ(݅ճ,2007)Ƕ (Β)ᑽໆБԄ: Ꮲಞԋਏวϐᑽໆୢуаঅ҅Ǵаຑໆ༤เӧᙍޑጓᇙ܌(ԵᖴЎฐȐ2008ȑϷᒲ؆ൟ(2016ୖزҁࣴ ҢǶ܌ᑽໆᚒӵ߄3-1ځำࡋǴᚒҞӅीΖᚒǴޕޑᏢಞԋਏܭᏢғჹޑঅ ߄3-1 Ꮲಞԋਏϐᑽໆୢ ᑽ ໆ ᚒ ۺᑽໆᄬ
ܴᡉගϲΑޕکૈמޑךளךၸΑᏢಞǴ.1
ࡘԵૈΚቚமΑǶޑךளךၸΑᏢಞǴ.2 Ꮲ ǶޑղᘐૈΚԖܴᡉޑךၸΑᏢಞǴ.3 ಞ ҞǶޑႣයךډਏ݀ૈၲޑளᏢಞך4ၸΑᏢಞǴ ԋ ԏᛘၨႣයࣁӭǶޑளᏢಞךၸΑᏢಞǴ .5 ਏ ܰှ،Ƕ׳ୢᚒКаډၶךၸΑᏢಞǴ .6 πբǶډჴሞၮҔޕޑډᏢ܌ஒךၸΑᏢಞǴ .7 ߞЈǶڀ׳ፕޑᆶдΓךளךၸΑᏢಞǴ .8
3.2.2 Ꮲಞᅈཀࡋ :ကۓ)ᏹբࠠ) ᆶჴىᕇளᅈኅఈሡޕޑᏢಞܭϷᄊࡋǴҭջჹޕᅿঁΓϣӧޑᏢಞᅈཀࡋࢂᏢӧᏢಞᐕำύ ϐำࡋ(AbraughǴ2000)Ƕ (Β)ᑽໆБԄ мок Ꮲಞᅈཀࡋໆ߄ϐᑽໆୢуаঅ҅Ǵаຑໆޑጓᇙ܌ԵᎄૠБǵࡼᒸ(2015)ᆶഋܸฅȐ2017ȑୖزҁࣴ ҢǶ܌ᑽໆᚒӵ߄3-2ځำࡋǴᚒҞӅीϤᚒǴޕޑᏢಞᅈཀࡋܭᏢғჹޑ༤เӧᙍঅ
߄3-2Ꮲಞᅈཀࡋϐᑽໆୢ ᑽ ໆ ᚒ ۺᑽໆᄬ
ᅈཀǶډፐБԄགޑჹӧᙍঅך .Ꮲ 1 ࣬Ƕޕޑჹӧᙍঅך .ಞ 2 ௲Ꮲᄊࡋ࣬Ƕޑჹӧᙍঅך .ᅈ 3 ߄ၲБԄ࣬Ƕޑჹӧᙍঅፐך.ཀ 4 ϕБԄ࣬Ƕޑჹӧᙍঅፐך.ࡋ 5 ᅈཀǶډᡏ߄གޑჹӧᙍঅך.6
3.2.3 Ꮲಞᐒ :ကۓ)ᏹբࠠ) ԋཀကᆶሽॶǴԶ၂០ԾρଓޑวᏢಞࢲޣǴҭջᏢಞᅿЈሡޑԋфᏢಞᐒࣁঁᡏଓ ߏϐӛ(ԙལӃǴ1997)Ƕ (Β)ᑽໆБԄ Ꮲಞᅈཀࡋໆ߄ࣁЬǴ٠٩ྣޑໆ߄ȨᏢಞᐒໆ߄ȩϐጓᇙǴୖଜමऍ(2006)ᆶֆЎȐ2017ȑزҁࣴ ᑽໆᚒځำࡋǴᚒҞӅ11ᚒǴޕޑᏢಞᐒܭӧᙍঅᏢғჹޣՉᇟཀঅ҅ԶԋǴаຑໆ༤เ܄ϐزҁࣴ ӵ߄3-3܌ҢǶ ߄3-3Ꮲಞᐒϐᑽໆୢ ᑽ ໆ ᚒ ۺᑽໆᄬ
ኅǶޕىՉӧᙍঅࢂࣁᅈך .1
ҬጄൎǶޗܗՉӧᙍঅࢂགྷ่Ҭཥܻ϶Ǵך .2
ᓸΚǶޑғࢲ܈Չӧᙍঅࢂኩਔ౽ᙯπբך .3
ਔ໔Ƕޑ໕ޜՉӧᙍঅࢂࣁΑԖਏճҔך .Ꮲ 4 ΚǶૈޑπբךՉӧᙍঅࢂࣁቚԾך .ಞ 5 ǴуமᝡݾΚǶ؎ిډՉӧᙍঅࢂᏼЈᎁך .ᐒ 6 Չӧᙍঅࢂࣁ಄ӝᒃܻӳ϶යఈǶך .7
ࡷᏯǴගϲૈΚǶךՉӧᙍঅࢂࣁԾך .8
Γሞᜢ߯ǶޑՉӧᙍঅࢂࣁΑׯ๓Ծρך .9 ՉӧᙍঅࢂࣁਕભуᖒǶך .10
љႴᓰډڙՉӧᙍঅࢂך .11
3.2.4 ޗЍ :ကۓ)ᏹբࠠ) يշӢᔈᓸΚǴӢԶ҅ӛቹៜڐЍૈ෧ϿπբᓸΚǴޗကǴջۓЍϐޗ٩ᏵThoits (1986)ჹزҁࣴ ӢᔈᓸΚϐޣ֚ڙշᓸΚڐৎΓǴٰ܈϶๏ϒǴхࡴᒃǵӕ٣ǵܻ܌Ѝҗჹঁᡏϐख़ाдΓޗЈϐ଼நǶ ᆅǶ (Β)ᑽໆБԄ
мол ᇅ(1989)ǵᑵϘଟླྀޣЍໆ߄ϐጓᇙǴ٩Ў่݀ǴЬाࢂ٩Ᏽᇳऍ (1995) ୖԵᏢޗزҁࣴ (1989)ᆶഋऍ(2009)܌ጓᇙϐޗЍໆ߄уаঅ҅ीԶԋǴаຑໆ༤เޣჹܭӧᙍঅᏢғჹޗЍޑޕ ҢǶ܌ᑽໆᚒӵ߄3-4ځำࡋǴᚒҞӅी11ᚒǴ ߄3-4ޗЍϐᑽໆୢ ᑽ ໆ ᚒ ۺᑽໆᄬ
ոΚکπբ߄ޑךۓឦЬᆅૈޭޔ .1 ឦЬᆅྎ೯ᄣޔၟך .2 շᆶЍڐޑሡा܌ךٮឦЬᆅૈගޔ.3
ۓЍᆶޭޑӧᙍঅૈᕇளৎΓ .4 ޗ धޑϩ٦πբך 5. ৎΓᜫཀ᠋ ӢӧᙍঅԶคݤୖуৎᆫךЍ 6. ৎΓૈፊှ ݩރЈيޑך 7. ӕ٣ЬᜢЈ ගϲޑπբࠔ፦ӅӕոΚଓךӕ٣ᆶ .8 ϩ٦ޑၟӕ٣Չπբᡍך .9 ӧᙍঅᕇளӕ٣Ѝ .10 ۓႴᓰᆶޭޑӕ٣ਔډਔૈளשᎁၶ ..11
ीڔୢ 3.3 ڙीӚᡂኧᚒ߯ୖԵᆶঅׯ࣬ᜢЎϐໆ߄ीԶԋǶϩԋΟঁҽٰᇥܴǴಃҽࡰрڔୢزҁࣴ ෳޣࢂӧᙍঅޑᏢғǶಃΒҽࢂӚঁᡂኧޑᑽໆ(ᏢಞԋਏǵᏢಞᅈཀࡋǵᏢಞᐒᆶޗЍ)ǴӅीѤঁ ߚதӕཀǶډճҔլΎᗺЁࡋໆෳӚᡂኧǴவߚதόӕཀڔໆ߄ǹԶಃΟҽࢂ୷ҁၗǶҁୢ Бݤزࣴ 3.4 ጄൎᆶჹຝزࣴ 1. 3.4 ǴӃ၌ܫวڔჹຝǴхࡴҁਠঅϷঅᏢଣᏢғǴЬाճҔરҁୢزϐࣴزᏢғࣁҁࣴޑаӧᙍঅ բเǶڔୢٮǴගޣཀᜫǴऩӕཀ༤เޑڔ༤เୢځୢ ෳڔୢ 3.4.2 ݩวғǴ௦ՉෳǴ٠٩ᏵޑǴฅԶࣁΑᗉխᚒϣԖᇟཀόమޣᚒ௦ҔԾፏՏᏢڔ٬Ҕϐୢزҁࣴ ෳޑ่݀ՉᇟཀϐዎႬǶ ኬБݤϷኬҁኧܜ 3.4.3 ӣԏၲ151ҽǶڔᏢғ༤เǴԖਏୢޑ๏ӧᙍঅܫวڔǴЬाаરҁୢܫวڔኬٰՉୢܜаߡճزҁࣴ
ϩᆶ่݀زࣴ.4 4.1 ௶ॊ܄ीϩ ኬҁޑኬܜزǴҁࣴقჹຝԶزࣁࣴ(܄ζ܈܄ت)ύǴаӧᙍঅڔीϩ่݀ӧ 151ҽԖਏୢ܄ҁ௶ॊ Ȑ33.1%ȑǹ൩ԃសٰᇥǴа 20(֖)~30ྃ՞Ȑ58.9%ȑ܄تܭКଯޑ՞܌ኬҁȐ66.9%ȑ܄ձٰᇥǴζ܄ᡉҢǹ൩ നӭǹ൩௲ػำࡋٰᇥǴ ࣽ/εᏢ՞Ȑ75.5%ȑനӭǹ൩πբԃၗٰᇥǴ8ԃа՞Ȑ37.7%ȑനӭǶ 4.2 ߞࡋϩ ߯ឦύߞࡋǹऩλޣ0.7ϐ໔~0.35ܭ߯ឦଯߞࡋǹϟޣ0.7аܭ٩Ᏽ Cuieford (1965)ᇡࣁCronbach’s α ߯ኧε ܭ0.35ਔǴ߾߄ҢࣁեߞࡋǴ߾մନǶ ߞࡋϩޑ่݀ࣁǴȨᏢಞᐒȩޑCronbachµs ͉ॶࢂ.878ǹȨޗЍȩޑCronbachµs ͉ॶࢂ.890ǹȨᏢಞᅈ ཀࡋȩޑCronbachµs ͉ॶࢂ.970ǹȨᏢಞԋਏȩޑCronbachµs ͉ॶࢂ.964ǶӚᡂኧॶCronbachµs ͉ॶࣣεܭ 0.8ǴЪ
мом Ҟᕴ࣬ޑȨঅ҅ޑ٫ǶฅԶǴԖ٤ᚒ܄ϣठޑۺҞᕴ࣬ᜢȩॶࣣຬၸ 0.5ǴᡉҢӚᄬޑȨঅ҅ޑӚᚒҞ Չӧᙍঅࢂࣁ಄ӝᒃךਔ໔Ϸ7ޑ໕ޜՉӧᙍঅࢂࣁΑԖਏճҔך0.5ӢԜմନǴ൩ᐒմନ4 ܭᜢȩॶλ ҢǶ܌ߞࡋϩӵ߄4-2ɴ4-5ځӢӧᙍঅԶคݤୖуৎᆫǴךЍմନ6ৎΓૈፊှޗӳ϶යఈǴԶܻ ߄4-2Ꮲಞᐒϐߞࡋϩ߄ ѳ֡ኧ ޑҞ Ҟմନਔޑᚒ অ҅ڔᑽໆ ୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ ኅǶޕىՉӧᙍঅࢂࣁᅈך .1 .643 .863 5.25 5.07 ܗՉӧᙍঅࢂགྷ่Ҭཥܻ϶Ǵך .2 .684 .859 ޗҬጄൎǶ ғ 4.30܈Չӧᙍঅࢂኩਔ౽ᙯπբך .3 .648 .862 ࢲޑᓸΚǶ 5.63 ޑπբךՉӧᙍঅࢂࣁቚԾך .5 Ꮲ .537 .871 ಞ ૈΚǶ Ǵу 5.22؎ిډՉӧᙍঅࢂᏼЈᎁך . 6 .515 .873 ᐒ மᝡݾΚǶ ࡷᏯǴගϲ 5.59ךՉӧᙍঅࢂࣁԾך .8 .675 .862 ૈΚǶ Γ 4.44ޑՉӧᙍঅࢂࣁΑׯ๓Ծρך .9 .652 .862 ሞᜢ߯Ƕ ՉӧᙍঅࢂࣁਕભуᖒǶ 4.54ך .10 .648 .863 љႴᓰ 4.03ډڙՉӧᙍঅࢂך .11 .618 .866 Cronbach’s α ॶ.878
߄4-3ޗЍϐߞࡋϩ߄ ѳ֡ኧ ޑҞ Ҟմନਔޑᑽໆ অ҅ ᚒڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ ոΚǶ 5.00کπբ߄ޑךۓឦЬᆅૈޭޔ. .1 .674 .876 ឦЬᆅྎ೯ᄣ 5.11ޔၟך .2 .656 .877 ޗ շᆶЍ .577 .883 4.92ڐޑሡा܌ךٮឦЬᆅૈගޔ .3 5.64 ۓЍᆶޭޑ 4. ӧᙍঅૈᕇளৎΓ .523 .886 ध 5.63ޑϩ٦πբךЍ 5. ৎΓᜫཀ᠋ .528 .886 ݩ .649 .878 5.44ރЈيޑךӕ٣ЬᜢЈ .7 ගϲ 5.34ޑπբࠔ፦ӅӕոΚଓךӕ٣ᆶ .8 .615 .880 5.50 ϩ٦ޑၟӕ٣Չπբᡍך .9 .675 .876 ӧᙍঅᕇளӕ٣Ѝ 5.32 .10 .683 .876 5.32 ۓႴᓰᆶޭޑӕ٣ਔډਔૈளשᎁၶ .11 .744 .872 Cronbach’s α ॶ.890
мон ߄4-4Ꮲಞᅈཀࡋϐߞࡋϩ߄ ѳ֡ኧ ޑҞ Ҟմନਔޑᑽໆ অ҅ ᚒڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ ᅈཀǶ 5.46ډፐБԄགޑჹӧᙍঅך.1 .852 .969 ࣬Ƕ 5.43ޕޑჹӧᙍঅך.Ꮲ 2 .933 .961 ಞ ௲Ꮲᄊࡋ࣬Ƕ 5.46ޑჹӧᙍঅך.ᅈ 3 .932 .961 ཀ ߄ၲБԄ࣬ 5.42ޑჹӧᙍঅፐך.ࡋ 4 .943 .960 Ƕ ϕБԄ࣬ 5.46ޑჹӧᙍঅፐך.5 .910 .963 Ƕ ᅈཀǶ 5.46ډᡏ߄གޑჹӧᙍঅך.6 .840 .970 Cronbach’s α ॶ.970
߄4-5Ꮲಞԋਏϐߞࡋϩ߄
ѳ֡ኧ ޑҞ Ҟմନਔޑᑽໆ অ҅ ᚒڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ 5.54 کૈמޑךளךၸΑᏢಞǴ.1 .863 .959 ޕܴᡉගϲΑ ࡘԵૈΚቚ 5.58ޑךளךၸΑᏢಞǴ.2 .900 .957 மΑǶ 5.55 ޑղᘐૈΚԖܴᡉޑךၸΑᏢಞǴ.3 .903 .957 Ƕ ਏ݀ૈ 5.34ޑளᏢಞךၸΑᏢಞǴ.4 .878 .958 ҞޑႣයךډᏢ ၲ ಞ ԏᛘၨႣ 5.40ޑளᏢಞךၸΑᏢಞǴ.5 ԋ .845 .960 යࣁӭǶ ਏ 5.43׳ୢᚒКаډၶךၸΑᏢಞǴ.6 .894 .957 ှ،Ƕܰ 5.43ޕޑډᏢ܌ஒךၸΑᏢಞǴ.7 .811 .962 πբǶډჴሞၮҔ ፕ 5.51ޑᆶдΓךளךၸΑᏢಞǴ.8 .804 .962 ߞЈǶڀ׳ Cronbach’s α ॶ.964
Ң܌ЍǵᏢಞᅈཀࡋᆶᏢಞԋਏѤᡂኧٰՉѳ֡ኧᆶྗৡϩǶ่݀ӵ߄4-6ޗ٩ᏵᏢಞᐒǵ ߄4-6Ӛᡂኧѳ֡ኧᆶྗৡ ᡂኧ ѳ֡ኧ ྗৡ
Ꮲಞᐒ 4.8962 1.09497
ޗЍ 5.3219 .86679
Ꮲಞᅈཀࡋ 5.4492 1.06092
Ꮲಞԋਏ 5.4735 1.03138
ݩǶރӚᡂኧϐᡂ౦ځӛǴӧྗৡύ҅ޣ܈ࢂࣁॄӛڙϐᡏགۺჹӚᄬޣೖڙவ߄4-6ϐѳ֡ኧё࣮р 4ϩǴܭЍǵᏢಞᅈཀࡋᆶᏢಞԋਏѳ֡ኧ֡εޗᏢಞᐒǵځаLikertΎᗺໆ߄ЁࡋٰᑽໆӚᚒǴزҁࣴ
моо ҭջ༤เޣჹॊᡂኧԖၨଯޑຑሽǶ 4.3 ࣬ᜢϩ Ѝȩǵ٩ᡂኧࣁȨᏢಞԋਏȩᆶύϟᡂኧࣁȨᏢಞᅈཀࡋȩӅीޗ٩ᡂኧࣁȨᏢಞᐒȩϷȨޑزҁࣴ ǴӚᡂኧϐ࣬ᜢ߯ኧ֡ޕҢǶҗ߄4-7ள܌а࣬ᜢϩٰᔠᡍᡂኧ໔ϐ࣬ᜢǴϩ่݀ӵ߄4-7زѤᡂኧǶҁࣴ ၲᡉ҅ӛ࣬ᜢǶ
߄ 4-7 Ӛᡂኧ࣬ᜢϩ߄
Ꮲಞᐒ ޗЍ Ꮲಞᅈཀࡋ Ꮲಞԋਏ Ꮲಞᐒ 1 ޗЍ .498** 1 Ꮲಞᅈཀࡋ .559** .525** 1 Ꮲಞԋਏ .608** .491** .752** 1 ຏǺ**p<0.01 4.4 ৡ౦܄ϩ 4.4.1 ܄ձϐৡ౦܄ϩ ӧᏢಞᐒǵޗЍǵᏢಞᅈཀࡋᆶᏢಞԋਏѤঁᡂኧǴ܄ձѝԖӧᏢಞԋਏၲᡉৡ౦Ǵջζ܄ Ƕޣෳڙ܄تܭଯޕޑӧᏢಞԋਏޣෳڙ ۓᔠ܄ԃសϐৡ౦ 4.4.2 ǴόӕԃសѝӧᏢಞᐒ܄ᡂኧϐৡ౦زЍǵᏢಞᐒǵᏢಞԋਏᆶᏢಞᅈཀࡋѤঁࣴޗԃសӧۓᔠ ᡉ܄ৡ౦(p<0.05)Ƕ Ꮲޑӧᙍঅܭჹޣೖڙޑ50ྃаϷ50(֖)ྃа~(֖)40کаScheffeݤբӭख़КၨวǴԃសࣁ30(֖)~40ྃ Ƕޣೖڙޑ30ྃаΠܭಞᐒଯ ۓᔠ܄௲ػำࡋϐৡ౦ 4.4.3 ჴ௲ػำࡋჹزЍǵᏢಞᐒǵᏢಞԋਏᆶᏢಞᅈཀࡋѤঁᡂኧϐৡ౦ϩǴҁࣴޗ௲ػำࡋӧ ৡ౦Ƕ܄ॊᡂኧ֡คᡉܭ ۓᔠ܄ӧᙍπբԃၗϐৡ౦ 4.4.4 ৡ౦ (p< 0.05)Ƕ܄ᡂኧ֡ၲᡉزЍǵᏢಞᐒǵᏢಞԋਏᆶᏢಞᅈཀࡋѤࣴޗܭӧᙍԃၗჹ ෳڙၨ1ԃ(֖)аΠޣෳڙޑǴӧϦљԃၗ6-8(֖)ԃϷ8ԃаقа Scheffeݤբӭख़КၨวǴ൩ᏢಞᐒԶ ෳڙޑǴӧϦљԃၗ8ԃаقЍԶޗԖ҅य़ຑሽǶ൩ޣෳڙΨၨ2-4(֖)ԃޣෳڙޑԖ҅य़ຑሽǹ8ԃаޣ ၨ1ԃ(֖)аΠޣෳڙǴӧϦљԃၗ4-6(֖)ԃϷ8ԃаقԖၨ҅य़ຑሽǶ൩ᏢಞᅈཀࡋԶޣෳڙၨ1ԃ(֖)аΠޣ ǴӧϦљԃၗ4-قԖ҅य़ຑሽǶ൩ᏢಞԋਏԶޣෳڙΨၨ2-4(֖)ԃޣෳڙޑԖ҅य़ຑሽǹϦљԃၗ8ԃаޣෳڙ Ԗ҅य़ຑሽǶޣෳڙΨၨ2-4(֖)ԃޣෳڙޑԖ҅य़ຑሽǹ8ԃаޣෳڙၨ1ԃ(֖)аΠޣෳڙޑԃϷ8ԃа(֖)6 ۓ4.4.5ύϟਏ݀ᔠ 5000ԛϷModel 4Ǵܭ௦ҔHayes Ȑ2013ȑPROCESSी೬ᡏᡍଷǴҭջᒧBootstrap Samplesزҁࣴ ǶۓаՉᔠ ӵკ4-1ǴᏢಞᅈཀࡋᡉቹៜᏢಞԋਏȐ͊=0.58Ǵp<0.05ȑǴӢԜH1ǺᏢಞᅈཀࡋ҅ӛቹៜᏢಞԋਏЍǶ Ԗ҅ڀᏢಞᅈཀࡋϐቹៜևᡉНྗȐ͊=0.54Ǵp<0.05ȑǴӢԜЍH3ǺᏢಞᐒჹᏢಞᅈཀࡋܭᏢಞᐒჹ ӛቹៜǶᏢಞᐒჹܭᏢಞԋਏ໔ၲᡉНྗȐ͊=0.26ǹp<0.05ȑǴӢԜH2ǺᏢಞᐒჹᏢಞԋਏԖ҅ӛቹៜ Ȑ0.32ǴBootULCI=0.43ǹBootLLCI =0.22ȑǴӢࣁԜߞᒘ໔҂х֖0Ǵ߄Ңύϟਏ݀ዴۓЍǶճҔύϟਏ݀ᔠ ჴӸӧǴӢԶЍH3aǺᏢಞᐒၸᏢಞᅈཀࡋቹៜᏢಞԋਏǶ
моп (0.54*) Ꮲಞᅈཀࡋ (0.58*) H3(H3a) H1(H3a)
Ꮲಞᐒ H2 Ꮲಞԋਏ (0.26*/.32*)
კ4-1 ᏢಞᅈཀࡋύϟቹៜᏢಞᐒᆶᏢಞԋਏ໔ϐᜢ߯ ӵკ4-2ǴޗЍᡉቹៜᏢಞԋਏȐ͊=0.16Ǵp<0.05ȑǴӢԜЍH4ǺޗЍჹᏢಞԋਏԖ҅ӛቹៜǶ ޗԖ҅ӛቹៜǶڀᏢಞԋਏܭᏢಞԋਏԖ҅ӛቹៜȐ͊=0.66Ǵp<0.05ȑǴЍH1ǺᏢಞᅈཀࡋჹܭᏢಞᅈཀࡋჹ ቹៜЍǶՉޑԖ҅ӛڀЍჹᏢಞᅈཀࡋޗЍᡉቹៜᏢಞᅈཀࡋȐ͊=0.64ǹp<0.05ȑǴӢԜH5Ǻ Ԝߞᒘ໔҂х֖0Ǵж߄ύϟਏ݀ዴჴӸӧǴЍܭȐ0.43ǴBootLLCI =0.30ǹBootULCI=0.59ȑǴҗۓύϟਏ݀ᔠ H5aǺޗЍၸᏢಞᅈཀࡋቹៜᏢಞԋਏǶ
(0.64*) Ꮲಞᅈཀࡋ (0.66*) H5(H5a) H1(H5a)
ޗЍ H4ġ Ꮲಞԋਏ (0.16*/0.43*)
კ4-2 ᏢಞᅈཀࡋύϟቹៜޗЍᆶᏢಞԋਏ໔ϐᜢ߯ ߯ኧࢂ͊ޑวྗϯزǴҁࣴ܄ቹៜޑᡂኧٿቹៜǴճҔᘜϩٰᡍॊޑЍჹᏢಞԋਏޗ 0.498Ǵtॶࢂ7.008Ǵp<0.05ǴӢԜH6:ޗЍჹܭᏢಞᐒԖ҅ӛቹៜЍǶ ۓଷ่݀ᔠ 4.6 ҢǺ܌ஒӚᡂኧଷᇥϐᔠᡍ่݀༼ӵΠ߄4-3زҁࣴ ଷᔠᡍ่݀༼߄ز߄4-8 ࣴ ଷϣ ่݀
H1 Ꮲಞᅈཀࡋ҅ӛቹៜᏢಞԋਏ Ѝ
H2 Ꮲಞᐒ҅ӛቹៜᏢಞԋਏ Ѝ
H3 Ꮲಞᐒ҅ӛቹៜᏢಞᅈཀࡋ Ѝ H3a ᏢಞᐒၸᏢಞᅈཀࡋቹៜᏢಞԋ Ѝ ਏ H4 ޗЍ҅ӛቹៜᏢಞԋਏ Ѝ
H5 ޗЍ҅ӛቹៜᏢಞᅈཀࡋ Ѝ H5a ޗЍၸᏢಞᅈཀࡋቹៜᏢಞԋ Ѝ ਏ H6 ޗЍ҅ӛቹៜᏢಞᐒ Ѝ
5.่ፕᆶࡌ ග܌ز٠аᏢಞᅈཀࡋࣁύϟᡂኧǶҁകаҁࣴ܄ЍǵᏢಞԋਏϐᜢᖄޗࣁᏢಞᐒǵޑҞزҁࣴ ϐ่زଷᇥǵЎǵၗϩᆶ่݀Ǵ༼ࣴزࣁਥ୷Ǵ่ӝಃകԿಃѤകϐࣴޑҞزрϐፕࢎᄬᆶࣴ ଅǶ܌ǴයૈჹᏢғय़ჹӧᙍঅ೭Бय़Ԗڋၸำϐज़زБӛϷࣴزࣴޑፕǴЪගрᆅཀ఼٠ࡰр҂ٰࡌ ፕ่زࣴ 5.1 ۓᔠ܄Γαीᡂϐৡ౦ 5.1.1 Ƕόӕԃޣෳڙ܄تܭଯޕޑӧᏢಞԋਏޣෳڙ܄ձѝԖӧᏢಞԋਏၲᡉৡ౦Ǵջζ܄ჴزҁࣴ Ꮲಞޑӧᙍঅܭჹޣೖڙޑ50ྃаϷ50(֖)ྃа~(֖)40کৡ౦Ǵԃសࣁ30(֖)~40ྃ܄សѝӧᏢಞᐒᡉ мор ৡ౦Ƕ܄ᡉډЍǵᏢಞᅈཀࡋᆶᏢಞԋਏ֡คၲޗᏢಞᐒǵܭǶόӕ௲ػำࡋჹޣೖڙޑ30ྃаΠܭᐒଯ ৡ౦Ƕ൩ᏢಞᐒԶ܄ᡂኧ֡ၲᡉزЍǵᏢಞԋਏᆶᏢಞᐒѤࣴޗᏢಞᅈཀࡋǵܭόӕӧᙍԃၗჹ ڙΨၨ2-4(֖)ԃޣෳڙޑԖ҅य़ຑሽǹ8ԃаޣෳڙၨ1ԃ(֖)аΠޣෳڙޑǴӧϦљԃၗ6-8(֖)ԃϷ8ԃаق Ԗၨ҅य़ຑሽǶ൩Ꮲಞᅈޣෳڙၨ1ԃ(֖)аΠޣෳڙޑǴӧϦљԃၗ8ԃаقЍԶޗԖ҅य़ຑሽǶ൩ޣෳ ΨޣෳڙޑԖ҅य़ຑሽǹϦљԃၗ8ԃаޣෳڙၨ1ԃ(֖)аΠޣෳڙǴӧϦљԃၗ4-6(֖)ԃϷ8ԃаقཀࡋԶ ޣෳڙၨ1ԃ(֖)аΠޣෳڙޑǴӧϦљԃၗ4-6(֖)ԃϷ8ԃаقԖ҅य़ຑሽǶ൩ᏢಞԋਏԶޣෳڙၨ2-4(֖)ԃ Ԗ҅य़ຑሽǶޣෳڙΨၨ2-4(֖)ԃޣෳڙޑԖ҅य़ຑሽǹ8ԃа 5.1.2 ᏢಞᅈཀࡋჹᏢಞԋਏԖ҅ӛቹៜ ໔ӸӧᡉޣٿᡍΑځၲᡉНྗǴ܄ǴᏢಞᅈཀࡋჹᏢಞԋਏϐቹៜޕวǺҗᘜϩύளزҁࣴ ޣزᏢғǴᏢಞԋਏҭᒿϐཇଯǶԜ่݀ᆶӃࣴޑཇଯޕᏢғǴᏢಞᅈཀࡋޑӛቹៜǴΨ൩ࢂӧᙍঅ҅ޑ ፕ࣬಄Ƕ่زӵЦᝬܴȐ2017ȑϐࣴ 5.1.3 Ꮲಞᐒ҅ӛቹៜᏢಞԋਏ ݙΚޑᏢғၸᏢಞࢲǴЇଆᏢғჹᏢಞޑว:ᏢಞᐒᡉቹៜᏢಞԋਏǴҭջӧᙍঅزҁࣴ Ƕޑፕ࣬಄่زࣴځӵ߿፵Ȑ2018ȑޣᆶӃᏢ่݀زϷᑫ፪ǴԜ០Κ҅ӛቹៜᏢಞՉࣁϷԋਏǴԜࣴ 5.1.4Ꮲಞᐒ҅ӛቹៜᏢಞᅈཀࡋ ว:ᏢಞᐒᡉቹៜᏢಞᅈཀࡋǴҭջᏢғၸᏢಞᐒ០ԾρᏢಞԋߏǴԋߏ่݀Ψஒ҅ӛزҁࣴ ჴ࣬಄Ƕزӵഋֻܲ(2014)ϐࣴޣزቹៜᅈཀࡋǴԜ่݀ᆶӃࣴ 5.1.5 ᏢಞᐒၸᏢಞᅈཀࡋቹៜᏢಞԋਏ ᏢܭၲᡉǴᏢಞᅈཀࡋჹ܄Ꮲಞᅈཀࡋϐቹៜܭว:ᏢಞᐒᡉቹៜᏢಞԋਏǴЪᏢಞᐒჹزҁࣴ ಞԋਏϐቹៜ܄ҭၲᡉǴ߄Ңҽύϟਏ݀ӸӧǴΨ൩ࢂᇥᏢಞᐒၸᏢಞᅈཀࡋԶჹܭᏢಞԋਏԖቹៜǴ ፕठǶ่زғӵഋֻܲ(2014)ϷЦᝬܴȐ2017ȑϐࣴزௗቹៜᏢಞԋਏǴԜ่݀ᆶӃࣴޔᏢಞᐒ܈ 5.1.6 ޗЍ҅ӛቹៜᏢಞԋਏ ϕǴԶᕇளৎޑϐ໔܈дΓځᏢғঁΓၸᆶޑЍᡉቹៜᏢಞԋਏǴҭջӧᙍঅޗ:วزҁࣴ ҭᡉزගϲᏢಞԋਏǶၸѐࣴܭǴӢԜԖշۓΓϐՉࣁޭঁܭᎁΓჹڬշǶڐޑΓख़ाдΓǴӧᆣᆶჴ፦ ғӵഋቺ(2009)ϐ่ፕठǶزЍቹៜᏢಞԋਏǴԜ่݀ᆶӃࣴޗҢǴ 5.1.7 ޗЍ҅ӛቹៜᏢಞᅈཀࡋ ӛቹៜǴӧᙍ҅ޑ໔ӸӧᡉޣٿᡍΑځၲᡉНྗǴ܄ЍჹᏢಞᅈཀࡋϐቹៜޗ:วزҁࣴ ޗҭᡉҢǴزௗԋቹៜǶၸѐࣴޔᏢಞᅈཀࡋёаޑᏢғܭЍჹޗډᢀᗺύளޑЍޗᏢғၸޑঅ ӵҏߙ (2010)ϐ่ፕठǶޣزЍቹៜᏢಞᅈཀࡋǴԜ่݀ᆶӃࣴ 5.1.8 ޗЍၸᏢಞᅈཀࡋቹៜᏢಞԋਏ ᏢಞԋਏܭЍቹៜᏢಞᅈཀࡋǴᏢಞᅈཀࡋჹޗၲᡉǴЪ܄ЍჹᏢಞԋਏϐቹៜޗ:วزҁࣴ ЍၸᏢಞᅈཀࡋԶޗҽύϟਏ݀ǴջڀЍᆶᏢಞԋਏύޗҭၲᡉǴӢԜᏢಞᅈཀࡋӧ܄ϐቹៜ ӵҏߙ (2010)ϷЦᝬܴȐ2017ȑࣴޣزௗቹៜᏢಞԋਏǴԜ่݀ᆶӃࣴޔЍޗ܈ᏢಞԋਏԖቹៜǴܭჹ Ƕޑፕ࣬ү่ز 5.1.9 ޗЍ҅ӛቹៜᏢಞᐒ ǴஒޕޑЍமਗ਼ޗ០ΚǴӢԜԖޑЍᡉቹៜᏢಞᐒǴᏢಞᐒࢂᏢғᏢಞޗ:วزҁࣴ ፕठǶ่ځ(ӵᖴঙ(2017ޣᆶӃᏢ่݀زߦวᏢғౢғᏢಞᐒǴԜࣴ ፕଅᆶჴ୍ᆅཀ఼زࣴ .5.2 ፕଅزࣴ 5.2.1 ࡐӭǴ೭٤ӢᡂኧхࡴǴӵᇡӕ(ᎄЎǴ2014)ǵᏢಞምᛖ(аزࣴޑၸѐᏢಞԋਏቹៜϐӢ ӕ௲ᏢڐᆺǴ2017)ǵࣚৎ܃ᇡӕ(ഋඁঙǴ2016)ǵӧᙍ૽ግ(ԢޗЎǴ2015)ǵᐟᓰӢન(চǴ2015)ǵ ाનǴޑᇡࣁቹៜӧᙍᏢғᏢಞԋਏزЦፉᆡǴ2019)ǵᏢಞᄊࡋ(݅ࠔ⣬Ǵ2019)ǵ௲ᏢБݤ(ٜܴဂǴ2019),ҁࣴ) мос ჴǴᏢزЍёૈၸᏢಞᅈཀࡋǴԶගϲᏢಞԋਏǶҁࣴޗکЍǴԶᏢಞᐒޗёૈࢂᏢಞᐒϷ ಞᐒ҅ϷޗЍ҅ӛቹៜᏢಞԋਏǹޗЍჹܭᏢಞԋਏޑቹៜёၸᏢಞᅈཀࡋԋҥǹޗЍჹܭᏢ ಞԋਏޑቹៜёၸᏢಞᅈཀࡋԋҥǹޗЍ҅ӛቹៜᏢಞᐒǶ 5.2.2 ᆅჴ୍ϐཀ఼ᆶࡌ ᏢғёаၸᏢޑჴᏢಞᐒ҅ӛቹៜᏢಞᅈཀࡋǹԶᏢಞᅈཀࡋ҅ӛቹៜᏢಞԋǶӢԜӧᙍঅزҁࣴ ݤǴࡌӧᙍঅޑᏢಞԋਏǶӧமϯᏢಞᐒޑᅈཀࡋǴٰගଯᏢғޑᐒǴԶගϲᏢғӧᏢಞޑಞ ޑᏢғӵΠǺ ნǶӧᙍᏢಞࢂ֚ޑගϲޕૈמඳ७གขቾഐΕܭჹޣᡂॠǴӧᙍޑ፦܄ΚǺय़ჹπբૈޑπբךቚԾ .1 рԖפᐒǴ٠ᑈཱུᄬԋኳԄǴډ၀ӵՖ෧೭ᅿขቾϷӢᔈࡼǴӧ௲ػᐒѱΠଯ௲ػᐒᄬǴ༘ ϷՉޑҞޑബཥǴ٠ుΕᕕှӧᙍᏢಞךᏢғՉԾޑϯԋΚໆᡣӧᙍঅޕ໔Ǵஒޜޑԋߏيҁޣӧᙍܭճ ᏢಞޑаπբϐᎩ܌ϲᎂπբǴޑϷ҂ٰᙍ୍ቚуϐࡕǴᏢғाय़ჹঅаӢᔈᙍ୍ሡޑࣁǴᏢғӧӚԾᙍ ޑךѸाǴٰቚԾޑᏢғԖঅޑᡣᙍ׳ೲԋߏǴזޕೲวǴߦ٬ၗૻזמೕჄᡉள࣬ख़ाǶӢࣁࣽ ϐߏѦǴҭᔈᎦಃΒߏǴନёቚуബཀѦǴҭԖيπբૈΚǶԜѦǴයࡑԾρૈԋࣁ௹ᄫߙԃǴନԾρҁ ཥπբǶډפܭշ வǴό܌ᓍٰᖏਔததคډǴπբၶىόޕՅǴ۳۳Ӣࣁᙍᇡفኅ:ӧᙍঅӢӕਔᏼҺӭख़ޕى2ᅈ ғఱޑᙍғఱύǴѸाԖߏᇻޑݩӵՖǴӧ҂ٰރஆ࠷܈ᏢғόፕԃសελޑӵՖԾೀǴӢԜ,ӧᙍঅޕ යۓᔈ׳ૈΚѦǴޑᏢғӧᙍғఱύǴନΑᔈуமԾρচٰޑᡂᎂǶӧᙍঅޑᕉნޗೕჄǴаӢᔈ ޗϐᡂϯǴаխፂᔐٰᖏਔǴόӢࣁၟό҂ٰЬࢬሡޗಃΒǵಃΟߏǴаଛӝޑঅǴаᎦঁΓ ნǶ֚ܭԶ٬Ծρഐဌޑᕉნᡂϯ Ѝҭ҅ӛቹៜᏢಞޗԋਏǹޑЍ҅ӛቹៜᏢಞᅈཀࡋǹԶᏢಞᅈཀࡋ҅ӛቹៜᏢಞޗวǺزҁࣴ ᏢಞᅈཀࡋǴٰගޑჴ୍ݤЋǴԶගϲӧᙍঅᏢғޑЍޗᏢғёаၸуமޑᐒǶӢԜӧᙍঅ ᏢғӵΠǺޑݤǴࡌӧᙍঅޑЍޗᏢಞԋਏǶӧமϯޑଯᏢғ ޗᏢғय़ჹπբᓸΚਔǴৎΓЍࣁޑวǴӧᙍঅ่݀زǺҗҁࣴۓЍᆶޭޑӧᙍঅૈᕇளৎΓ.1 ۓЍᆶޭޑᕇள܌Ѝϐख़ाٰྍǴӕ٣ЍԛϐǴϦљљЍനϿǴᡉҢӧৎྕᜢᚶΠǴᏢғவৎΓ ཪǶᏢғྕډڙЍᆶᜢངനૈᡣΓགޑԖᜢǴৎΓۺύ୯ৎᢀޑॺۚԖךᆶ܈ௗǴΨޔനӭǴΨന ǶךԾۓᏢғǴޭޑӧᙍঅܭᕇளٰԾৎΓЍǴஒԖշ ΓેǴޑཥᇡܗǵਠ༜ૈמکޕޑፐำύಞளޑधǺᏢғᆶৎΓϩ٦ӧᙍঅޑᆶৎΓϩ٦ӧᙍঅ.2 ࣴಞፐǶޣόቚৎགǴ٠ᕇளৎΓ҅ӛӣ㎸,ᝩុЍӧᙍঅ ǴӕஒᏢᔈҔӧՉᙍǴගϲૈמᆶޕޑϩ٦ǺᏢғᆶӕ٣ϩ٦ӧᙍঅಞளޑᆶӕ٣Չӧᙍঅ.3 ۳ٰྎ೯ύǴᆶӕ٣ଆගϲՉᎍޣՉࣁᏢǵЈᏢǴӧᆶޣᎍ၉ೌǵޑᔼᕮਏǶӵǺՉᎍᏢᏢள ӅӕԋߏǶ,ჴሡךԿຬǴԶၲԋЈᏢৎଭථࢶԾ܈ѯǴၲԋϦљᔼҞࣗמᎍ୧ ᆶࡌڋज़زࣴ 5.2.3 ၸำزЍǵᏢಞᅈཀࡋჹᏢಞԋਏቹៜǴ٠аᏢಞᅈཀࡋբࣁύϟᡂኧǴӧࣴޗᏢಞᐒǵززҁࣴ ӵΠǺڋज़زਔ໔ቹៜǴёૈԋࣴزᕉნӢનǵЬ࠼ᢀచҹǵΓΚӢનϷࣴޑѦӧܭज़ڙϐύǴӢ ज़ڙኬܜǵ ࣴܭज़ڙჹຝǴӕਔӧၗᇆਔǴزࣁࣴ(܄ζ܈܄ت)Ꮲғྗޑӧࣁӧᙍঅۓኬҁ҆ᡏѝज़ޑزҁࣴ ᏢғࣁЬǴኬҁόදϷϯǴϩ่݀ޑኬჹຝࣁεᏢаӧᙍঅܜӦጔᜢ߯ǴکΚނғϐਔ໔ǵΓΚǵز Ƕڋज़ډڙΨӢԜ БӛϷࡌزΒǵࣴ ёݙཀӵΠǺزЍǵᏢಞᅈཀࡋჹᏢಞԋਏϐቹៜǴ҂ٰࣴޗᏢಞᐒǵزҁࣴ ቶݱϐဂፓ׳() ёஒόޣزৡ౦ǴӢԜࡌࡕុࣴ܌߄ԖޑόӕǴԶӧᏢಞޑǵӦୱǵԃભ܌سᏢғӢࣁޑӧᙍঅ мот ЍޗፓݤٰᕕှᏢғӧᏢಞԋਏǵڔ௦ҔୢزᏢғયΕፕǴа෧ϿୃᇤǶЪҁࣴޑӕᏢਠǵӦୱǵԃભ གྷݤǴࡌࡕޑుቫ׳ෳჹຝՉుࡋೖፋǴᕕှдॺӧϣЈڙᜢ߯Ǵ҂ૈᆶޑǵᏢಞᅈཀࡋᆶᏢಞᐒϐ໔ ుΕᕕှǶ׳ᇶаుࡋೖፋǴаᕇளૈޣزࣴុ дᡂځΒ)ቚу) ځቹៜǴ҂ٰё၂ᏤΕޑᏢಞԋਏܭჹځЍǵᏢಞᅈཀࡋԾᡂኧٰޗаᏢಞᐒǵزԜԛࣴ ӭှǶ׳ቹៜᏢಞԋਏϐӢԖܭჹᏢಞԋਏϐቹៜำࡋǴёჹځزдᡂኧǴӵᏢಞᄊࡋ(݅ࠔ⣬Ǵ2019)Ǵٰ 6.ୖԵЎ ǵύЎϩ ϣࡹीೀ(2019) https://www.moi.gov.tw/stat/index.aspx Ƕ୯ҥᆵٯࣁޣаԋΓԾЬᏢಞ-زЦηહ(2013)ǶᏢಞᄬԋाનᅈཀࡋύϟΠǴᏢಞᐒჹᏢಞԋਏቹៜϐࣴ ᅺγፕЎǴѠчѱǶسεᏢҾᆅמࣽ ಃයǴ55-72 ।ǶڔǴಃΟΜΟزዛշϐ௨ӜǴ௲ػᆶЈࣴز୯ଯ௲ػᐒᄬࣴךЦӵণ(2010)Ƕ ǶࠄεᏢٯӕ௲ᏢࣁڐɡаࣚৎزЦፉᆡ(2019)ǶᏢಞᐒǵᏢಞᄊࡋǵᏢಞᅈཀࡋϷᏢಞԋਏᜢ߯ϐࣴ ᆅࣽᏢᅺറγᅺγፕЎǴကᑜǶسҾᆅᏢ ǴύচᡏػᏢൔǴಃΖයǴ98-106।ǶزεᏢᡏػፐᏢಞᅈཀࡋϷᏢಞԋਏࣴמЦᝬܴȐ2017ȑǶႾӀࣽ ԙལӃ(1997)Ƕ௲ػЈᏢǴѠчǺϖࠄკਜϦљǶ ᅺγسᆺ(2017)Ƕӧᙍ௲ػ૽ግჹᏢಞԋਏϐቹៜ -аჴᡏፐำᆶኧՏፐำࣁυᘋᡂኧǶܿֆεᏢҾᆅᏢ܃Ԣ ፕЎǴѠчѱǶ ᅺγፕЎǴѠчѱǶ܌زǶ୯ҥࡹݯεᏢ௲ػࣴزཀကϐࣴڮЍᆶғޗғࢲᓸΚǵޑԢᑉࣦ(2009ȑǶεᏢғ ǶଯᙴᏢεᏢ,ଯ܄Ѝ,Ծఠӛϐ࣬ᜢޗ,ᆶғࢲᓸΚځՖഓࣔ(1998)ǶៈࣽᔈۛғኁᢠӛϷ ѱǶ ᅺγسεᏢၗૻᆅמᏢಞᐒϷᏢಞᅈཀࡋǶ୯ҥଯᔈҔࣽޑֆЎȐ2017ȑǶኧՏচғжӧኧՏᏢಞ ӧᙍᅺγፕЎ,ଯѱǶ ǴಃයǴڔǴಃѤزǴࣽᏢᆶΓЎࣴزࠠ࣬ᜢࣴڂᏢғᏢಞᐒᆶᏢಞᅈཀࡋسֆ٫Ȑ2016ȑǶঅᔈम 47-66।Ƕ ᆅسǶࠄεᏢҾᆅٯɡаύࢌଯᙍᏢғࣁزֆܰၲ(2012)ǶᏢಞᐒǵᏢಞᅈཀࡋᆶᏢಞԋਏᜢ߯ϐࣴ ࣽᏢᅺറγᅺγፕЎǴကᑜǶ Ƕ୯ҥଯৣጄεᏢᡏػᏢٯɡаଯѱҥྰҘ୯ύࣁزֆݒᓎ(2014)Ƕ୯ύғቆၰᏢಞԋਏᆶᏢಞᅈཀࡋϐࣴ ᅺγፕЎ,ଯѱǶس ǶύࢪᆅᆶٯᏢғࣁޑسɡаᢀӀᆶҶ໕ᆅزࣴ܄ᜢᖄޑֆॣ(2015)ǶᏢಞᐒǵᏢಞᓸΚᆶᏢಞᅈཀࡋ ಃΒයǴ54-70 ।ǶڔΓЎࣽᏢᏢтǴಃΒ ɡаཥчѱҥߙξ୯ύλࣁزᆶᐒᆶᏢಞᅈཀࡋჹᏢಞԋਏϐᜢ߯ࣴୖޑიޗֆࡹᑉ(2014)Ƕ୯ύᏢғၮ ǶεယεᏢᆅᏢଣᅺγӧᙍᅺγፕЎ,ᄆϯᑜǶٯ ǶಃΜΒزǴၮᆶၯᏨࣴزֆරහǵഋࣦӓǵഋֻܴȐ2017ȑǶҶ໕ၮፐำੋΕǵᏢಞԋਏϷπբਏૈϐࣴ ǴಃΒයǴ87-96।Ƕڔ ȑǶѠчѱ:ੀǶހБݤȐಃΒزֆȐ2005ȑǶҾࣴ БݤǴᆵчѱǺੀЎϯزֆ(2011)ǶҾࣴ ǶѠчǺᏢғਜֽǶزֆᅽȐ1995ȑǶᡏػ௲௲ݤࣴ Ƕ୯ҥᡏػᏢଣ,ᆵчزǵԖਏ௲ᏢՉࣁᆶᏢғᏢಞԋਏϐ࣬ᜢࣴۺဃ(2002)Ƕᆵчѱ୯λᡏػ௲ৣਏૈߞ ᑜǶ ǶᔼᆅᏢтǴಃΜѤයǴ68-ٯɡаኧՏᏢಞࣁز߿፵Ȑ2018ȑǶᏢಞᐒǵᏢಞౣᆶᏢಞԋਏᜢ߯ϐࣴ 86।Ƕ мпй ǶᙴᏢൔǴಃѤΜයǴ175-زࡌᓄ(2014)ǶԳౚၮᏢಞᐒǵᏢಞᅈཀࡋᆶၮਏჹӆঅፐཀᜫႣෳࣴ 189 ।Ƕ ឦ୯ᔼ٣ᐒᄬϐঁਢϩǶ୯ҥࡹݯεᏢ,ᆵчѱǶ܌ᔮ-زలী(1992)Ƕ૽ግᎂ౽ϐࣴ ᆅࣽᏢᅺسǶࠄεᏢҾᆅᏢزٜܴဂ(2019)ǶຫࠄεᏢғᏢಞԋਏᆶमᇟ௲Ꮲݤ࣬ᜢӢનቹៜϐࣴ റγᅺγፕЎǴကᑜǶ ǶѠчѱҥεᏢ௲ػՉࡹᆶຑ᠘ࣴزᏢಞᐒᆶᏢಞᅈཀࡋᜢ߯ϐࣴޑߍዝ(2015)Ƕཥчѱ୯ύᏢғୖᆶံಞڬ ௲ػՉࡹᅺγᏢՏӧᙍᅺγፕЎ,ᆵчѱǶ܌ز ᅺγፕЎ,ଯسǶ୯ҥଯৣጄεᏢᡏػᏢزඁ࣓(2015)ǶଯѱଯύғෞݚፐᏢಞᅈཀࡋᆶᏢಞԋਏϐࣴڬ ѱǶ ᏢಞයܫǶኧՏᆶ໒زύᏢଣᏢғϐᏢಞᐒᆶᏢಞԋਏ࣬ᜢࣴޜǵ݅ܿᑫȐ2017ȑǶۏ࣭ǵṅතǵླྀηۏ݅ тǴಃΎයǴ80-92। ܌زεᏢᔼᆅࣴמǶଯलࣽٯɡаࢌ୯λϤԃભࣁزम(2015)Ƕႝη௲ࣽਜᏢಞԋਏᆶᏢಞᅈཀࡋϐࣴޱ݅ ᅺγፕЎ,ଯѱǶ ǶࠄεᏢ,ကѱǶٯаऍ௲ػ૽ግᏢࣁ-زࠔ⣬(2019)ǶᏢಞᐒ,Ꮲಞᄊࡋ,Ꮲಞԋਏᜢ߯ϐࣴ݅ ǶٯεᏢमЎፐำࣁמᙍଣਠ௲ৣӑຝᆅౣჹᏢғᏢಞᅈཀࡋᆶᏢಞԋਏϐቹៜɡࠄѠࣽמճ(2007)Ƕ݅ ᅺγፕЎ,ѠࠄѱǶ܌زᙍ௲ػᆶΓΚၗྍวࣴמεᏢמࠄѠࣽ Ƕ୯ҥύ҅εᏢ,ကٯࣁޣϩ٦ᙴଣᆶಔᙃᏢಞԋਏϐᜢ߯-аଯ-ԭޕ,ᏤӛᏢಞךࣤԋ(2012)ǶԾ݅ ᑜǶ ᅺγፕЎ,ଯ܌زǶ୯ҥଯৣጄεᏢԋΓ௲ػࣴزύεᏢৣғϕᆶᏢғᏢಞᅈཀࡋϐࣴޜऍඵ(2000)Ƕ݅ ѱǶ Ƕஜٯᇙቷࣁמठ፣(2013)ǶᏢಞᅈཀࡋӧҞᏤӛϷᏢಞᐒჹᏢಞԋਏᜢ߯ϐύϟਏ݀-аѠࠄࢌӀᏢࣽ݅ εᏢᅺγፕЎ,Ѡࠄמξࣽ ǶࠄεᏢҾᆅᏢ߯ᆅࣽᏢᅺγፕ,ကزД(2016)ǶଯᙍғᏢಞᐒ,ᆣᆅ,Ꮲಞᅈཀࡋᜢ߯ϐࣴ݅ ᑜǶ ߉ྷࣔǵҜೱғ(1995)Ƕ௲ػЈᏢǶѠчѱǺϖࠄǶ ᅺγፕЎ,܌زࣴسǶ୯ҥကεᏢ௲ػᏢزࡼ࠽Ȑ2016ȑǶѠύѱ୯ύғमᇟᏢಞᐒᆶᏢಞ֚ᘋϐ࣬ᜢࣴ ကѱǶ ᅺγᅺγፕسεᏢҾᆅמǶᓪࣽزᏢಞԋਏϐࣴೌמ(2014)ǶϣӧᐒჹHϦљᚈॉीฝε Ў,ਲ༜ᑜǶ ϩ٦аϷಔᙃᕮਏϐቹៜ-аᏢಞምᛖࣁυᘋᡂǶԢޕᏢಞԋਏǵܭਏૈǵᏢಞᐒჹךаЎ(2015)ǶԾ ᅺγᅺγፕЎǴཥчѱǶسεᏢҾᆅᏢ ᡏػ௲ᏢᅺγسǶᆵчѱҥ௲ػεᏢᡏػᏢزЍᆶᏢಞԋਏϐࣴޗછਁ༵(2012)Ƕ୷ໜѱ୯λᏢูၮი໗ ᏢՏᅺγፕЎ,ᆵчѱǶ ፕᆶჴ፬ǶѠчѱǺܿǶޑӛڗࡾᑫ(1997)Ƕ௲ػЈᏢɡΟϯ ǶᆵчǺܿǶڂࡾᑫ(2000)ǶМЈᏢᜏ ǶࠄεᏢҾٯɡаٛԵᏢࣁزচ(2015)ǶᏢಞᄊࡋǵᏢಞᐒǵᐟᓰӢનᆶᏢಞԋਏᜢ߯ϐࣴ ᆅࣽᏢᅺറγᅺγፕЎǴကᑜǶسᆅᏢ ᅺ܌زεᏢҾᆅࣴמᆅ)Γ፦,ሦᏤ॥ჹಔᙃᏢಞԋਏቹៜϐǶஜξࣽ)۔ᄪ݇(2010)Ƕै٣ൂՏЬ γፕЎ,ѠࠄѱǶ ᅺ܌زՅǺঁΓᆶΓၰ௱ජϐᢀᗺǶ୯ҥύ҅εᏢࡹݯᏢࣴف᐀Ў(2004)Ƕவӄౚݯߚࡹ۬ಔᙃϐ γፕЎǴကᑜǶ
мпк Ƕ୯ҥᆵᡏػၮεزࣴ܄ដϲ(2012)Ƕကᑜ୯λᏢูෞݚፐำᏢಞᅈཀࡋǵᏢಞԋਏϷՉࣁཀӛϐᜢᖄ ᅺγᅺγፕЎǴѠύѱǶسᏢၮᆅᏢ /https://depart.moe.edu.tw/ed4500 (2019)܌௲ػीೀ റγፕسᡏࢲቹៜӢનǶ୯ҥᆵৣጄεᏢᡏػᏢيูٽᆵчѱଯԃભسғᄊޗകֻඵȐ2011ȑǶவ ЎǴѠчѱǶ ,ᅺγፕЎ܌زߏ۪εᏢᆅᏢࣴ,ٯаၗૻவΓࣁ-زࣴ܄ЍᆶπբΕϐᜢೱޗ,ՅᓸΚف,(ಷ≁Ӭ(1999 ਲ༜ᑜǶ ᅺ܌زεᏢၗૻᆅࣴמǶஜξࣽزȐ2015ȑǶᆵࠄѱኧՏᐒύЈᏢᏢಞᐒᆶᏢಞᅈཀࡋᜢ߯ϐֻࣴڂશ γፕЎǴѠࠄѱǶ ᅺسల࣓Ȑ2015ȑǶᏤৣ௲ᏢᄊࡋᆶৣғϕჹᏢғᏢಞᐒᆶԋਏϐቹៜǶεᏢππำᆶᔼၗૻᏢ γᅺγፕЎǴཥчѱǶ زǶᆵчᣁҥᡏػᏢଣၮࣽᏢࣴزЍϐࣴޗᅸക(2006)Ƕᆵчᑜ୯҇λᏢЋౚი໗Ꮲูၮୖᆶᐒᆶ ܌ᅺγፕЎǴᆵчѱǶ ǶࠄεᏢຎٯᏢଣࣁೌמɡаကࢌزᏢғᏢಞᐒǵᏢಞᅈཀࡋᆶᏢಞԋਏᜢ߯ϐࣴسǶऍ(2011)نऍ ᅺγፕЎ,ကᑜǶسᆶ൞ᡏ᛬ೌᏢ ǴಃڔᏢтǴಃΐמǴऍࣽزᏢғᏢಞᐒǵᏢಞᅈཀࡋᆶᏢಞԋਏᜢ߯ϐࣴسǵֆҥӼ(2012)Ƕऍنऍ ѤයǴ59-78 ।Ƕ ǴڔයтǴಃΎמǶऍࣽزࣽᏢғᏢಞᅈཀࡋϐࣴೌמऍᎳૈמǵֆስඁ(2010)ǶကӦଯᙍჴҔنऍ ಃΒයǴ41-56 ।Ƕ ǴεӕᏢൔǴಃ 20 යǴ296-307 ।ǶزᏢғᏢಞԋਏӢનϐࣴس൛(2013) ऍ܃ǵᒘنऍ Ƕරٯύεଣਠࣁ܌аΟ-زϐࣴ܄ഋЬӄ(2011)ǶნѦғΓ፦ǵғࢲᔈǵਠ༜ᡍϷᏢಞԋਏᜢᖄ ᅺγፕЎ,ѠύѱǶسεᏢҾᆅמࣽ ǶٯᏢଣᏢғࣁೌמаႾӀ-زǵϣӧᐒᆶᏢಞԋਏϐࣴۺཷךᏢғᏢಞमᇟϐԾسᙍᡏמഋҏᗩ(2009)Ƕε ᅺγፕЎǴѠύѱǶ܌زᏢଣᆅࣴೌמႾӀ Ǵ௲ػՉࡹፕᏝǴزȐ2017ȑǴࡀܿӦεଣਠচՐ҇ᏢғᏢಞᐒᆶᏢಞᅈཀࡋᜢ߯ϐࣴڻഋӀߝǵҖ ǴಃΒයǴ21-41।Ƕڔಃΐ ᑼΕᡏػ௲ᏢჹᏢಞᐒϷԋਏϐቹៜɡаᄌբᒵቹᑼΕ௨ౚեЋวౚࣁמؼǵܲᓄȐ2017ȑǴၗૻࣽ܃ഋ ǴᆅၗૻीᆉǴಃϤයǴ171-186 ।Ƕٯ Ƕ୯ҥᄆϯৣጄεᏢزഋֻܲ(2014)ǶଯᙍႝᐒࣽᏢғࣽҞፐำᏢಞᐒϷᏢಞᅈཀࡋᆶᏢಞԋਏ࣬ᜢϐࣴ ᅺγፕЎǴᄆϯᑜǶسᏢೌמπ௲ػᆶ ᅺγӧᙍᅺسεᏢၗૻᆅמǶ୯ҥଯᔈҔࣽزՅϣѦՉࣁჹᏢಞᅈཀࡋϐࣴفഋܸฅ(2017)Ƕံ௲Դৣ γፕЎǴଯѱǶ ᡏػسǶᆵчѱҥεᏢᡏػᏢزεᏢᏢғᒧঅᡏػፐำԵໆӢનᆶᏢಞᅈཀࡋϐࣴמഋࡌᇯ(2014)Ƕ୯ҥᆵࣽ ᅺγᏢՏӧᙍঅᅺγፕЎǴᆵчѱǶ ǶεယεᏢπᜢ߯ٯɡаߎᑼࣁزਏૈǵಔᙃЎϯᆶ૽ግᎂ౽ԋਏᜢ߯ϐࣴךഋࣦዅ(2004)Ƕ࠼ܺπϐԾ ᅺγᅺγፕЎǴᄆϯᑜǶسᏢ Ƕ୯ҥଯᔈҔࣽزЍϷᓸΚӢᔈౣᜢ߯ϐࣴޗՅᓸΚǵᏢਠಔᙃݗᆶف௲ৣ܄ഋऍ(2009)Ƕଯᙍζ ᅺγፕЎǴଯѱǶ܌زεᏢ୍ᔼࣴמ εᏢᏢൔǴಃΒמࣽ׀Ƕ߁زഋ㭵ܴǵߋࡹ᎔Ȑ2009ȑǶԋΓୖᆶଯӣࢬ௲ػᏢಞᐒϐໆ߄ࡌᄬᆶݩϐࣴ ಃΟයǴ93-109।ǶڔΜΖ Ƕ୯ҥܿεᏢҾٯૼᒤᙍ૽ግൂՏࣁہа-ز ᏢᏢಞԋਏࣴسഋඁঙ(2016)ǶTTQSΓωวࠔ፦ᆅ ᅺγፕЎǴጪᑜǶسᆅᏢ мпл Ϸᙍ௲ػࣴೌמǶಃΜϤۛӄ୯ٯᏢଣϖࣁೌמɡаठزഋྼ(2000)ǶᏢғჹᏢਠՉࡹ୍ܺᅈཀࡋࣴ ፕЎǴ343-351।Ƕ ᡏػᅺγᏢՏسǶᆵчѱҥ௲ػεᏢᡏػᏢزЍᆶᏢಞԋਏϐࣴޗഋቺȐ2009ȑǶӄ୯୯λౚᖄᖻౚ ӧᙍঅᅺγፕЎǴᆵчѱǶ ᆅࣽᏢᅺറγᅺγፕЎǴကᑜǶسᄊኳࠠǶࠄεᏢҾᆅسഋችृ(2011)Ƕ୯ύғᏢಞԋਏϐ ࢎᄬǴᇶϘѦᇟᏢൔǴಃΜයǴ101-139 ।Ƕز൹଼ሎ(2014)ǶᙌᏢಞᐒϐཀ఼ᆶࣴ ǴಃڔǴၗૻᆶᆅࣽᏢǴಃΎز2014ǴኧՏံ௲ϐᏢಞᅈཀࡋᆶុᏢಞཀᜫϐࣴ )ڻǵᖴᆧীǵܰޱ൹୯ යǴ4-29 ।Ƕ) ܌زǶᆵчᣁҥᡏػᏢଣၮ௲ػࣴزიᏢಞᅈཀࡋᆶᏢಞԋਏϐࣴޗමܴస(2008)Ƕᆵчᣁ୯λᏢғፐࡕၮ ᅺγፕЎǴᆵчѱǶ ᅺγፕЎǴਲ༜ᑜǶ܌زǶύচεᏢၗૻᆅࣴزමऍ(2006)ǶቹៜኧՏϯᆛၡᏢಞᅈཀࡋӢનϐࣴ εᏢҶ໕ၮמǶ୯ҥ݅ࣽزЍǵୖᆶᐒϷᏢಞᅈཀࡋϐࣴޗҏߙ(2010)Ƕ୯λၧᗉౚၮж߄໗ᒧЋ ᅺγᅺγፕЎǴ݅ᑜǶ܌زࣴ ᅺγ܌زεᏢҾᆅࣴמǶύ୯ࣽٯ߀఼(2014) ௲Ꮲ॥ჹᏢಞᄊࡋᆶᏢಞԋਏϐቹៜ-аऍऍᡏ୍ܺࣁ ፕЎ,ѠчǶ ᅺγፕ܌زǶ୯ҥᄆϯৣጄεᏢ௲ػࣴزΚϐ࣬ᜢࣴڙהᐟڈЍᆶޗߪᏌȐ2001ȑǶ୯ύᏢғᆶҍϿԃ ЎǴᄆϯᑜǶ ǶεယεᏢၮ଼நᆅᏢٯࠔࢋ(2015)Ƕ௲ৣ௲ᏢᄊࡋჹᏢғᏢಞᐒᆶᏢಞԋਏϐቹៜɡаᐱ፺ًၮࣁ ᅺγፕЎǴᄆϯᑜǶس ЍᢀᗺǶύޗǺزǵશؼ݇ᆶЎ(2005) Ƕ୯ሞҬඤᏢғੇѦᔈᆶғࢲᅈཀࡋᜢ߯ϐࣴەम۸ǵᗛӼ යǴ959-981 ।Ƕ 2 ڔ ξᆅຑፕǴ13 εᏢᏢൔǴಃයǴ35-52מቹៜǴཁᔮࣽޑబ(2015) ኧՏᏢಞᑼΕፐำϐᏢಞᐒϷᏢಞՉࣁჹᏢಞԋਏ ।Ƕ วᆶ࣪ࡘǴԋΓ௲ػǴಃϤΜΐයǴ29-42 ।ǶޑεᏢޗ(2002) ǴѠӦ Ƕၮ௲ግࣽزౚၮୖᆶՉࣁϐࣴىౚፐำᏢғᏢಞԋਏǵ௲ᏢຑᆶىျໜȐ2007ȑǶ୯ҥᆵεᏢঅಞླྀ ᏢǴ8Ǵ141-150Ƕ Ƕύ҇୯ϦӅፁғᏢᚇزЍᆶᙍ॰࡙ϐࣴޗπբΓπբᓸΚǵޗᇅȐ1989ȑǶѠӦᙴᕍླྀ ᇞǴ9Ȑ1ȑǴ।14-28Ƕ Ǵࡀܿ௲εᡏػǴಃΜϤයǴ285-293 ।Ƕزကᆶ࣬ᜢፕϐࣴۓယྟ(2013) ǴᏢಞᐒ ୯ሞسǶ୯ҥᄆϯৣጄεᏢҾᆅᏢزमᇟᏢಞԋਏϐࣴܭӝբᏢಞჹکယՙ(2011)Ƕ৹፪ϯၗૻᑼΕ௲Ꮲ ҾᔼᆅᅺγፕЎǴᄆϯᑜǶ Ƕ୯ҥᆵৣጄεᏢᡏػᏢزᄃ଼(2009)ǶᆕӝଯύᏢғᡏػᒧঅߔᛖӢનǵᒧঅᐒϷᒧঅᏢಞᅈཀࡋϐࣴ ӧᙍঅᅺγᅺγፕЎǴѠчѱǶس εᏢמǶమࣽٯᇳ֡(2012)ǶόӕᕉნङඳΠ୯λଯԃભᏢูᏢಞԋਏᆶᏢಞᅈཀࡋȋаਲ༜ᑜ୯λࣁ ᅺγፕЎǴਲ༜ᑜǶ܌ز୯ሞҾᆅࣴ ᅺγፕسǶ୯ҥৣጄεᏢৎࡹ௲ػᏢزЍᆶπբ॰࡙ϐࣴޗᇳऍ (1995) Ƕ୷ቫၭৎࡹࡰᏤπբᓸΚǵ ЎǴѠчѱǶ ᅺγᅺγسǶ୯ҥᆵч௲ػεᏢᡏػᏢزᇳளసȐ2009ȑǶᆵчѱ୯λϤԃભᏢғෞݚፐᏢಞᅈཀࡋᆶԋਏࣴ ፕЎǴѠчѱǶ زǴѠчѱҥᡏػᏢଣၮࣽᏢࣴزቅੇ(2002)ǶѠࠄӦଯύᙍᏢғᡏػፐᏢಞᅈཀࡋᆶᏢಞԋਏϐ࣬ᜢࣴ ܌ᅺγፕЎǴѠчѱǶ
мпм ᡏػᅺγᏢՏسǶᆵчѱҥ௲ػεᏢᡏػᏢزЍϐࣴޗǶ୷ໜѱ୯λᏢูၮი໗ୖᆶᐒᆶ (2009)کጰ٫ ӧᙍঅᅺγፕЎǴᆵчѱǶ ਏૈໆ߄ϐጓᇙǶεᡏػᏢтǴ13(3)Ǵ277-288ǶךၮԾيጰߪണȐ2011ȑǶߙϿԃ଼ Ƕ୯ҥύ҅εᏢԋΓϷᝩزύεᏢကӦᏢғᏢಞБԄǵᏢಞୖᆶำࡋᆶᏢಞԋਏϐࣴޜᎄܴॡ(1999)Ƕ୯ҥ ᅺγፕЎǴကᑜǶ܌ز௲ػࣴុ ᅺγسࣽ௲ػᏢޗǶ୯ҥࡀܿ௲ػεᏢزሦୱᏢಞᐒᆶᏢಞᅈཀࡋᜢ߯ϐࣴޗᎄߍҏ(2008)Ƕ୯λᏢғ ᅺγፕЎǴࡀܿᑜǶ ǶӄౚᆅᆶᔮǴ 11Ȑ2ȑǴ119-زਏૈǵᏢಞᅈཀࡋᆶᏢಞԋਏ໔ϐᜢ߯ࣴךᎄૠБǵࡼᒸȐ2015ȑǶԾ 136Ƕdoi: 10.6565/jgme.2015.11(2).7 ǶШཥεᏢҾٯȉаੇୗიऍᎳৣࣁزᏢಞᐒᆶᏢಞԋਏ࣬ᜢϐࣴૈמᎄЎȐ2014ȑǶᇡӕǵ ᅺ)ᅺγፕЎǴᆵчѱǶ֖)܌زᆅࣴ ᅺγፕЎǴѠч܌زǶ୯ҥᆵεᏢЈᏢࣴޑЍၮբᐕำޗᑵϘଟ(1989)Ƕ੯ੰᓸΚᆶᓸΚΠ ѱǶ ǶࠄٯᏢғࣁسᏢଣऍೌמɡаࢌز൛Ȑ2013ȑǶᏢಞᐒǵᏢಞᄊࡋǵᏢಞᅈཀࡋᆶᏢಞԋਏᜢ߯ϐࣴ܃ᒘ ᆅࣽᏢᅺറγᅺγፕЎǴကᑜǶسεᏢҾᆅ ǶٯεᏢϐᏢғࣁמаࢌεᏢǵࣽ-زϐࣴ܄ፓǵ۩ᅽᏢಞჹᏢಞԋਏᜢᖄךᒲ؆ൟ(2016)ǶᏢಞҞǵԾ ᅺγӧᙍᅺγፕЎǴଯѱǶسεᏢҾᆅמ୯ҥଯᔈҔࣽ ҞᏤӛࣁυᘋᡂǶکਏૈךɡаԾ܄ᖴЎฐȐ2008ȑǶុᏢಞЎϯǵӧᙍঅᐒᆶᏢಞԋਏϐᜢᖄ ᅺγፕЎǴଯѱǶ܌ز୯ҥύξεᏢΓΚၗྍᆅࣴ ၮՉࣁϐǶεᡏػǴ74Ǵ110-114Ƕ܄ЍᆶζޗǶၮ(2004)ޱذᖴ Ǵಃڔᙍ௲ػፕᘀǴಃ۞ٿǴزȐ2017ȑǴፐѦॣᏢಞᐒᆶᏢಞԋਏᜢ߯ϐࣴٵǵ϶ᒶǵֺޱەᖴ යǴ7-16।Ƕ Ƕ୯ҥଯৣጄεᏢԋΓ௲زуᙍ૽ግᏢಞᄊࡋǵᏢಞᎂ౽ᆶᏢಞԋਏᜢ߯ࣴୖޣᗛᆧ(2008)ǶύଯសѨ ᅺγፕЎǴଯǶ܌زػࣴ Ƕ୯ҥࡀܿٯаѠܿӦៈΓࣁ--ز⪭(2013) ǶԋΓᏢಞᐒǵᏢಞౣǵᏢಞՉࣁᆶᏢಞԋਏᜢ߯ϐࣴ ᅺγፕЎǴࡀܿᑜǶ܌ز௲ػεᏢ௲ػՉࡹࣴ ΒǵमЎϩ Abraugh, J. B.(2000), How Classroom Environment and Student Engagement Affecting in Internet-Based MBA Courses,Business Communication Quarterly, 4(2), 9-26. Adams, J. S. (1963), Toward and Understanding of Inequity, Journal of Abnormal and Social Psychology, 67, 422-436. Caplan, G. (1974). Support System and Community Mental Health. NY: behavioral. Caplan. R. D., Robinson, E. A. R,. French. J. R. P. Jr., Caldwell,J.R., & Shinn, M.(1976). Adhering to medical regimens: Pilot experiments in patient education and social support. Ann Arbor: Research Center for Group Dynamic, Institute for Social Research, University of Michigan. Chen, H. C., & Stotlar, D. K. Ȑ2012ȑ. An Examination of the Motivation and Satisfaction of College Students Enrolled in Physical Education Courses. Sport Science Review,21Ȑ1ȑ, 43-63. Cobb, S. (1976). Social Support as a Moderator of Life Stress. Psychosomatic Medicine, 38 (5), 300-314. Faure, E., Herrera, F., Kaddoura, A. R., Lopes, H., Petrovsky, A. V., Rehnema, M., Ward, F. C. (1972), Learning to be: the World of Education Today and Tomorrow, Paris: UNESCO. Gangne, R. M. (1985), The Conditions of Learning, New York: CBS College Publishing. Hiltz, S. R. & Wellman, B. (1997), Asynchronous Learning Networks as a Virtual Classroom, Communications of the ACM, Vol. 40, No. 9, pp. 44-49. мпн House, J. S., & Kahn, R. L. (1985). Measures and concepts of social support. Social Support and Health, 21, 83-108. Keller, J. M. (1983), Motivational Design of Instruction, In C. E.Reigeluth. 3rd Instructional Design Theories and Models: An Overview of Their Current Status, pp.83-434. Hillsdale, NJ: Lawrence Erlbaum. Knowles, M. S. (1970), The Modern Practice of Adult Education;Andragogy versus Pedagogy, New York: Association Press. Lem, Y. L. & Wong, A. (1974), Attendance Regularity of Adult Learners: An Examination of Content and Structural Factors, Adult Education, 14, 130-142. Lopez, R. A. (1999). Las comadres as a social support system. Affilia, 14(1), 24-41. McCombs, B. L. (2000), Reducing the Achievement Gap,Society,Vol.37, No.5, pp.29-39. Mina, P., Jessica, T. R., & Nancy, H. L. (2009). Perceived social support and domain-specific adjustment of children with emotional and behavioural difficulties. Emotional and Behavioural Difficulties, 14(3), 195-213. Phillips, S. P. (2005). An analysis of perceptions and implementation of California'steacher evaluation process in a K–5 public school and its impact onteacher practice. University of Southern California. Pintrich, P. R. & Schunk, D. H. (1996), Motivation in Education:Theory, Research, and Applications, New Jersey: Prentice Hall. Stipek, D. (1995), Effects of Different Instruction Approaches on Young Children’s Achievement and Motivation, Child Development, Vol.66, No.1, pp.209-223. Tardy, C. H. (1985). Social support measurement. American Journal of Community Psychology, 13,187-202. Thoits, P. A. (1986). Social support as coping assistance. Journal of Consulting andClinical Psychology, 54 (4), 416-423. Tough, A. (1978), The major Learning Efforts: Recent Research andFuture Directions, Adult Education, Vol. 28, pp. 250-265. Wigfield, A. & Eccles, J. S. (2000), Expectancy-value Theory of Achievement Motivation, Contemporary Educational Psychology, Vol. 25, pp. 68-81. Zimmerman, B. J. (1997), Self-Regulatory Dimension of Academic Learning and Motivation, In G. D. Phye(Eds.), Handbook of Academia Learning Construction of Knowledge pp.105-121. San Diego: Academic Press.
мпо ၭϻ੮ҺཀᜫϐቹៜܭਏૈჹךπբࠨӝࡋϷԾ The impact of person-job fit, self-efficacy on farmers' intention to stay Цࢅ 1 ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ᑵಹ් 2 ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ! ा ܭჹځਏૈᡂኧךЬाଞჹπբࠨӝࡋϷԾزӢᡂኧࡐӭǴฅԶҁࣴޑቹៜ੮Һཀᜫزၸѐࣴ ჹຝǶزࣁࣴޣቹៜǴаπբᅈཀࡋࣁύϟᡂኧǴӧᒧჴኬҁਔǴаӧଯѱவ٣ၭ٣πբޑ੮Һཀᜫ ਏૈჹ੮ҺཀᜫࣣԖᡉ҅ךวǴπբࠨӝࡋǵԾ่݀زǴճҔᘜϩǴࣴڔӅԏӣ288ҽԖਏୢزҁࣴ ਏૈ҅ӛቹៜךਏૈၸπբᅈཀࡋቹៜ੮ҺཀᜫǴϷπբࠨӝࡋၸπբᅈཀࡋቹៜ੮ҺཀᜫǴԾךӛቹៜǴԾ ගр࣬ᜢࡌ๏ၭϻǶزǴҁ่ࣴ݀زπբࠨӝࡋǶਥᏵࣴ ਏૈǵπբᅈཀࡋǵ੮ҺཀᜫךᜢᗖӷǺπբࠨӝࡋǵԾ Key Words: person-job fit, self-efficacy, job satisfaction, intention to stay
1.ᆣፕ ङඳزࣴ 1.1
рቚуϐޑـش2011ԃډКǴ߈Μӭԃٰӧ2%аΠǴᗨ2010ޑѠၭғౢэ୯ϣғౢЛᚐȐGDPȑ ᖿ༈Ǵՠ2018ԃၭғౢЛᚐ՞୯ϣғౢЛᚐ෧Կ1.6%Ƕ2011ԃࡕၭ൩Γαэᕴ൩ΓαКǴޔӧሀ෧ ށ൩Γαϩଛٰ࣮Ǵ2018ԃ12Дۭவ٣ၭǵ݅ǵᅕǵޑύǶਥᏵՉࡹଣЬीೀी(2018)ǴаѠΟભౢ ࡼՉȨଯࠠၭȩीฝǴԿ2019ԃς૽ۈǶ2013ԃ໒%4ޑΓαԖ50.8ΓǴࠅѝэӄ୯൩Γαኧ1,148.1Γޑ Ԗᙂ१ӼڀၭΓωǶၭޑจǴᓯഢΑεໆܕၭߎӷޑ૽ߙԃၭٰ҇ᙌᙯ٠ගϲᆵ܌р550ӜࠠၭǴයࣰ ӄǵғᄊᕉნǵౢวϷၭߥӸӭϡϐሽॶǴ߈ԃٰǴ୯ϣςԖӅȨബཥȩࣁѠౢϲભᙯࠠϐҁǴ ᚒǶޑ੮ҺཀᜫǴࣁߚதख़ाځࣁࡐख़ाၗౢǴӵՖගଯقύനख़ाၗҁࣁΓωǴၭϻΓωჹ୯ৎԶځԶ ᐒزࣴ 1.2
ᕉნୢᚒǴϙሶޑၭᔼલπϣѦӧکӧय़ᖏӄౚຩԾҗϯǵ୯ΓᜢݙၭౢࠔӼӄᆶᕉნ҉ុᔼ ҭᡉҢπբࠨӝࡋёૈၸπբᅈཀࡋቹៜ੮ҺཀᜫǴӵ؇એҺ(2008)ࣴزԶၸѐࣴ?ګӢનቹៜၭϻ੮Һཀᜫ ట൩ၭϻԶزΟᅿπբࠨӝࡋϐቹៜǶᆕӝॊǴҁࣴډڙวπբᅈཀࡋǵᖒၗᅈཀࡋϷπբӼӄགࢂցز ၸπբᅈཀࡋቹៜ੮Һཀᜫǻ܈ௗޔǴࢂցπբࠨӝࡋق ޑҞزࣴ 1.3 ӵΠǺޑҞزటϐࣴزҁࣴ ቹៜǶޑ੮ҺཀᜫܭਏૈᆶπբᅈཀࡋჹךπբࠨӝࡋǵԾ .1 Ƕ܄ቹៜޑਏૈჹπբࠨӝࡋךԾ .2 ਏૈᆶ੮Һཀᜫϐ໔ᜢ߯Ǵౢғύϟਏ݀ǶךπբᅈཀࡋࢂցӧπբࠨӝࡋǵԾ .3 2.Ў 2.1 ੮Һཀᜫ ᇨӢ֎ЇޑىᢀᗺǴЬाࢂඔॊԖޑ(March & Simon (1958)ЇҔȨಔᙃ֡ᑽȩ(organizational equilibrium ள֡ᑽǴԶߦ٬дॺᜫཀᝩុ੮ӧಔᙃύϣǶ੮Һཀᜫࢂࡰᙍӧຑࡕᜫཀ੮ڗύΨё๏ᆶሡٮπǴӕਔӧ ҺܭಔᙃޑཀᜫȐTett & Meyer, 1993ȑǶ੮ҺཀᜫȐIntention to StayȑࡰπԵໆғఱೕჄǴᜫཀӧҞ܌Һᙍޑಔ мпп ᙃϣᝩុ୍ܺޑӛǹ੮ҺཀᜫޑϸӛࣁᚆᙍӛǴπޑᙍр॰࡙ǵγեပǵԋ൩གեਔǴᚆᙍӛ চᙍ(ླྀࢭ◔Ǵ2018)ǶπԖᑈཱུ҅ӛբࣁǴЪჹҞܭགྷݤǴӛ੮Һޑ൩ᄌᄌੌǶӧҺᙍය໔ϣ҂Ԗᚆᙍ πբҞǴӕਔ഻ޑಔᙃޑҺᙍ୍ܺ܌ᇡӕޣԖೕჄ(⍌యǴ2018)ǶᚑᒸȐ2009ȑᇡࣁ੮Һཀᜫ߯πբڀπբ གྷݤǶԙণֻکբࣁޑόමрᚆ໒ಔᙃޣ܈ρϐΚǴںಔᙃǴයࡑᝩុ੮ΠٰࣁಔᙃޑҺᙍ୍ܺ܌Ҟ ᚆᙍཀᜫࣁᡏکᙍ୍Ƕ݅ችȐ2005ȑᇡࣁǴ੮Һཀᜫޣ܈ᝩុᆢҞπբޣကࣁπբۓȨ੮ҺȩעȐ2011ȑ ᄊǴࡺऩ੮ҺཀᜫቚуǴᚆᙍཀᜫ࣬ჹफ़եǶރय़Ъࣁϕံٿ ӛᄊࡋǴ߄р҅ޑഢڀޣကࣁၭϻπբۓᢀᗺǴஒ੮Һཀᜫޑ(ԵTett& Meyer (1993)Ϸ⍌య(2018ୖزҁࣴ ၭ٣πբҞǴ׆ఈᝩុவ٣၀πբǶޑၭ٣πբǴԶЪᇡӕޑவ٣܌բࣁǴ഻Ҟޑᑈཱུ 2.2 πբᅈཀࡋ 1927ӧऍ୯уঢՋБႝᏔϦљܭMayoܭۈزࣴޑىǶπբᅈىπբᅈཀࡋ(job satisfaction)ҭёᆀࣁπբᅈ ЬाচӢǴ߯ӢπբޑғౢΚکགىᅈޣЬाࢂᇥܴቹៜπբځᓅਬჴᡍ (Hawthorne Experiment)Ǵޑ܌ᓅਬቷ ૈޣǴπբۺཷޑѝࢂঁൂىቹៜǶᇡࣁπբᅈ܌གޑޣբڙπբՉࣁځӢનǴаϷޗکЈӢનޑޣ Ծρܭᅈཀำࡋ(Kalleberg, 1977)ǶπբᅈཀࡋࢂঁΓჹޑᅈཀᆶόᅈཀϒаѳᑽǴԋᡏޑஒπբᕉნӚᄬय़ ځကࣁঁΓჹۓஒπբᅈཀࡋزԵKalleberg (1977)ࣴୖزȐEvans, 2010ȑǶ ҁࣴڙགޑำࡋىπբ࣬ᜢሡाᅈ πբޑᡏགᅈཀϸᔈำࡋǶ ᏢғଆکύวǴΟϣӧᐟᓰӢનǺঁΓ௲Ꮲਏૈགǵز௲ৣᅈཀࡋᆶ੮ҺཀᜫࣴځBeverlyȐ2008ȑӧ πբᓸΚǵπբᅈཀࡋᆶ੮ҺཀᜫزπբϷπբᅈཀࡋჹᅈཀᆶ੮ҺԖᡉቹៜȐ୯ᇯǴ2010ȑǶ؇؊ह(2017)ࣴ ᜢޑ੮Һཀᜫ໔ک੮ҺཀᜫԖ҅ӛቹៜǶॊπբᅈཀࡋܭύǴวπբᅈཀࡋჹٯɡаကᑜѱ௲ৣࣁزϐࣴ ߯ҭёૈҔܭၭϻნǴၭϻπբᅈཀࡋቚуǴ၀੮ҺཀᜫΨቚуǴᏵԜගрଷǺ H1:πբᅈཀࡋ҅ӛቹៜၭϻ੮ҺཀᜫǶ 2.3 πբࠨӝࡋ ගрǴᆅЎԿϞςࢬ܌Γ-ᕉნࠨӝࡋ(person-environment fit,ȑঁܭۈࠨӝࡋᢀᗺύϐҬϕբҔፕǴ໒ ሡᢀᗺගрΑȨঁΓ-πբȩࠨӝࡋኳԄǴஒ P-J FitٮՉԭӭԃȐLewin, 1935; Pervin, 1968ȑǶEdwardsȐ1991ȑа ၲԋǴಃΒޑӵᕮਏٯǴाޑᡍǴёа಄ӝπբޑำࡋǵπբޑӵǺ௲ػٯᜪǴಃᜪᇥܴঁΓૈΚǴٿϩԋ ǵᑫ፪ǶChuangȐ2001ȑගىǵᅈӵǺҞǵሡٯǴΓሡঁىǴёᅈ܄ǵᙍឦ܄ӵǺπբٯᜪπբ፦ǹ ȐskillsȑǵૈΚȐabilitiesȑǵ(2)ᑫ፪ȐinterestsȑǵૈמȐknowledgeȑǵޕ(рǴঁΓᆶπբଛࢂӧаΠѤᅿεᜪǺ(1 ကࣁۓᢀᗺǴஒπբࠨӝࡋޑ(Ե Edwards (1991ୖز፦Ȑjob characteristicsȑ (4)ΓȐpersonalityȑǶҁࣴ܄πբ(3) ΓଛำࡋǶঁډၲᆶঁΓሡૈמޑሡ܌ၭ٣πբܭၭϻჹ -ҭᡉҢঁΓډளزሺ(2012)ࣴޱԖ҅ӛቹៜǹڀวঁΓ-ಔᙃࠨӝࡋჹ੮Һཀᜫ่݀زࣴځ(ࡿሺ(2010 يಔᙃࠨӝࡋ҅ӛቹៜ੮ҺཀᜫǴಔᙃࠨӝࡋቹៜ੮ҺཀᜫǹӧEdwards(1991)ჴΑਡΓӧঁΓᆶπբࠨӝǵ Γᆶπঁډύวளزᑉ(2016)ࣴەഢ࣬ϕቹៜϐᜢ߯Ƕ݅ڀπբᅈཀࡋϐ໔کᡏᆣǵᐟวǵԋਏǵϷπᚆ໒ ᆶૈΚࠨӝࡋჹ੮Һύวሡ่݀زԖֹӄύϟਏ݀ǶӧҖݒѯ(2015)ࣴڀᙍᔈΚᆶ੮Һཀᜫޑբଛჹঁᡏ ҭޣԖ҅ӛᜢ߯Ǵಔᙃଛࡋଯڀ੮Һӧಔᙃܭჹޣύᡉಔᙃଛࡋଯزࣴޑ(ཀᜫԖ҅ӛቹៜǹற(2017 πբࠨӝࡋჹ੮ҺཀᜫԖ҅ӛቹៜΚǶ(2019)ޱཀᜫǹޑុ୍ܺځගଯ ॊπբࠨӝᆶ੮Һཀᜫ໔ϐᜢ߯ҭёૈҔܭၭϻნǴၭϻჹҞ୍ၭޑޕπբࠨӝࡋຫଯǴ࣬ჹޑ ଷǺز੮ҺཀᜫջຫଯǶӢԜගрҁࣴ H 2Ǻπբࠨӝࡋ҅ӛቹៜ੮ҺཀᜫǶ ᆶπۺཷך๏ࠨӝǵԾٮᆶૈΚࠨӝǵሽॶᆶሡډڙวπբӼӄགᆶᖒၗᅈཀࡋаϷπբᅈཀࡋ(2008) วπբଛࡋཇଯǴπբᅈཀࡋཇଯǶ ॊπբࠨӝ่݀زբࠨӝΟᅿπբࠨӝࡋϐቹៜǶߎૈ(2012)ࣴ πբᅈޑπբࠨӝࡋຫଯǴ࣬ჹޕޑၭϻნǴၭϻჹҞ୍ၭܭǴҭёૈҔزᆶπբᅈཀࡋࣁᜢ߯ϐࣴ ଷǺز੮ҺཀᜫǶᏵԜගрҁࣴځཀࡋຫଯǴԶගϲ H 3Ǻπբࠨӝࡋ҅ӛቹៜπբᅈཀࡋ мпр H 3aǺπբࠨӝࡋၸπբᅈཀࡋቹៜ੮ҺཀᜫǶ ਏૈךԾ 2.4 ਏૈࣁঁΓӧՉࢌՉךගрǴᇡࣁԾ܌ԃ 1977 ܭ നԐ߯җ BanduraۺਏૈȐself-efficacyȑϐཷךԾ य़ӛȐBandura et al., 1977ȑǴхࡴǺޑਏૈቹៜঁᡏՉࣁךǶԾۺߞޑԖڀ܌ࣁᏹբϐǴჹԾρ߄ԋф่݀ ਏૈёբךࡰрԾԃ 1982-1980 ܭᄊǶ٠ރᆣޑำࡋǵঁΓޑᒧǵΕոΚᆶ୲ޑቹៜঁᡏჹՉࣁ ፕޕᇡޗǴࣁۺߞޑҺ୍ۓԖкϩૈΚёჴڀࣁঁᡏჹԾρۺਏૈཷךᅿှញՉࣁǶԾޑࣁႣෳᡂ ਏૈයఈٰྍךࡰрǴቹៜԾޑ׳(ȐBandura, 1999ȑǶBandura(1977ۺਡЈཷޑȐSocial Cognitive Theoryȑύ ԖкϩڀঁΓჹԾρעԵBandura (1999)ᢀᗺǴୖزԾ߄ԋ൩ǵඹжᡍǵᆣᐟวϷαᇟᇥܺѤБय़Ƕҁٰࣴ ਏૈǶךကࣁԾۓۺߞޑҺ୍ۓΚёჴૈ ੮ҺཀᜫำࡋΨཇଯǶਥᏵॊԖᜢԾޑᇡӕࡋཇଯǴቹៜ௲ৣޑᒍ܍ਏૈᆶಔᙃךՖ٫ᑚ(2019)ว௲ৣԾ ᕉნǴӧሦୱૈၲԋҞǴޑ܄ࡷᏯڀय़ᖏπբǴԖૈΚѐׯᡂᆶय़ᖏ܌Ծρܭ࣬ᜢፕǴऩၭϻჹޑਏૈך ଷǺز٠Ъុ୲ΠѐЪᅰΚΕၭϻπբǴԶගϲ੮ҺཀᜫǶᏵԜගрҁࣴ ਏૈ҅ӛቹៜၭϻ੮ҺཀᜫךH4ǺԾ ਏૈᆶπբᅈཀࡋࣁᡉ҅࣬ᜢǴၸ໘ቫᘜϩ่݀วךύวǴԾزࣴޑπޗࡏֻ(2009)ӧჹ҇໔݅ ᆶߞЈமࡋ҅ӛቹៜπբ܄ਏૈϐፕךਏૈჹπբᅈཀࡋౢғቹៜΚǶЦ(2014) ୯ύ௲ৣғఱԾךԾ ਏૈΨૈႣෳπբᅈཀךπբᅈཀࡋཇଯǹ௲ᏢԾځ୯λ௲ৣǴޑਏૈཇଯךᅈཀࡋǶणࠬѯᏂ(2006)ว௲ᏢԾ ਏૈᆶȨ௲Ꮲךа௲ᏢԾځπբᅈཀࡋԖᡉ҅࣬ᜢǴЀکਏૈך௲ᏢԾޑࡋǶངᓆ(2010)วǴ୯λભҺ௲ৣ ਏૈаȨ௲Ꮲຑໆȩჹπբᅈཀࡋ҅ӛႣෳനεǴȨ௲ϣȩך࣬ᜢനଯǴԶ௲ᏢԾޑπբᅈཀࡋޑȩيπբҁ πբᅈཀࡋஒຫଯǴԶځਏૈຫଯǴךԾޕޑၭϻნǴၭϻჹҞ୍ၭܭǴҭёૈҔ่݀زԛϐǶॊࣴ ךਏૈёаၸϣӧπբᅈཀࡋ໔ௗቹៜ੮ҺཀᜫǴЪϣӧπբᅈཀࡋӧԾךගϲ੮ҺཀᜫǶ݅ॳӵ(2018)วԾ ଷǺزԖֹӄύϟਏ݀ǶᏵԜගрҁࣴڀਏૈᆶ੮Һཀᜫϐ໔Ǵ ਏૈ҅ӛቹៜπբᅈཀࡋךH5: Ծ ਏૈၸπբᅈཀࡋቹៜ੮ҺཀᜫךH5a: Ծ ᑼܭόᔈགǴԶոΚޑय़ჹ܌ΚǴ൩ၨԖёૈёаլܺӧಔᙃύૈޑਏૈǴ࣬ߞԾρԖπբךԾޑԖၨଯ ǴقΚࠨӝࡋԶૈ-ሡޑΓ-ಔᙃࠨӝࡋǶӧঁΓ-πբࠨӝࡋঁޑϐ໔คৡ౦ޣᆶठډΕಔᙃϐύǴӢԜёаၲ (Bandura, 1997)Ƕֆॕ(2017)ۺߞޑნΠёаճֹԋҺ୍ۓਏૈࢂᅿ࣬ߞԾρԖૈΚǴӧࢌ٤ךӢࣁԾ ၭϻნǴၭܭǴҭёૈҔ่݀زჴε௲ৣπբሽॶᢀჹঁΓ-ಔᙃࠨӝࡋԖ҅ӛᡉቹៜǶॊፕॊϷࣴ ଷǺزπբࠨӝࡋགஒຫଯǶᏵԜǴගрҁࣴځਏૈຫଯǴךԾޕޑϻჹҞ୍ၭ ਏૈ҅ӛቹៜπբࠨӝࡋךH6: Ծ
Бݤزࣴ.3 ࢎᄬزࣴ 3.1 ӵკ 3-1Ǻ
ࢎᄬკزკ 3-1 ࣴ ကᆶᑽໆБԄۓᡂᏹբࠠزࣴ 3.2 ز٩Ᏽа۳࣬ᜢᡂኧϐࣴޑϐҞزǶࣴزਏૈѤঁᡂኧٰࣴךа੮ҺཀᜫǵπբᅈཀࡋǵπբࠨӝࡋǵԾ мпс ॊǺ܌က٠ှᇥ၀ᑽໆϐБԄӵΠۓ܄ᡂኧ๏ϒᏹբزҁǴჹӚࣴکزကǴ٠ЪਥᏵၸѐ࣬ᜢࣴۓ܄๏ϒᏹբ 3.2.1 ੮Һཀᜫ :ကۓᏹբࠠ 3.2.1.1 ӛᄊࡋǴ߄рᑈཱུ҅ޑഢڀޣကࣁπբۓᢀᗺǴஒ੮Һཀᜫޑ(ԵTett& Meyer (1993)Ϸ⍌య(2018ୖزҁࣴ πբҞǴ׆ఈᝩុவ٣၀πբǶޑπբǴԶЪᇡӕޑவ٣܌բࣁǴ഻Ҟޑ 3.2.1.2 ᑽໆБԄ: ԄȨ੮҅زȨ੮Һཀᜫໆ߄ȩՉϣঅुǴጓᇙԋҁࣴޑ(ௗа੮Һཀᜫࣁᄬय़Ǵୖଜէᅼ(2015ޔҁໆ߄ ҢǶ܌ᑽໆᚒӵ߄3-1ځǶӅ 4 ᚒǴڔҺཀᜫȩୢ ߄ 3-1 ੮Һཀᜫϐᑽໆᄬय़ᆶᚒ
ᑽໆᄬय़ ᑽໆᚒ όᝩុவ٣ၭπբǶךԖҗؒ.1
ᓐǶۺޑԖགྷᚆ໒ၭπբؒך.2 ੮Һཀᜫ ᝩុவ٣ၭπբǶךӵ݀ёа.3
ӑຝຫٰຫӳޑჹၭπբךբၭπբਔ࣬КǴۈၟ໒.4
3.2.2 πբᅈཀࡋ :ကۓᏹբࠠ 3.2.2.1 ᡏགᅈཀϸᔈำࡋǶޑπբځကࣁঁΓჹۓԵKalleberg (1977)ᢀᗺǴஒπբᅈཀࡋୖزҁࣴ 3.2.2.2 ᑽໆБԄ ύځගрϐໆ߄Ǵ܌(CammannǵFichmanǵJenkins ᆶKlesh(1983)ǵֆᗱຽ(2018 ڗπբᅈཀࡋໆ߄௦زҁࣴ ځჹޣෳໆǴаຑໆ༤เޑԖ߄य़ਏࡋڀǴޑঁᙁอޑππբᅈཀࡋϐᄬय़ՉᑽໆǶჹᡏπբᅈཀࡋܭჹ Ң܌ᑽໆᚒӵ߄3-2ځᄊǴᚒҞӅी3ᚒǴރπբᅈཀࡋЈ ߄ 3-2 πբᅈཀࡋϐᑽໆᚒ
ᑽໆᄬय़ ᑽໆᚒ
ၭ٣πբǶޑך഻ངךǴقᡏԶ.1
഻வ٣ၭ٣πբǶךǴقπբᅈཀࡋ 2.ᡏԶ
ࡐᅈཀၭ٣πբǶךϐǴقᕴԶ.3
3.2.3 πբࠨӝࡋ :ကۓᏹբࠠ 3.2.3.1 ΓଛำࡋǶঁډၲᆶঁΓሡૈמޑሡ܌πբܭကࣁჹۓᢀᗺǴஒπբࠨӝࡋޑ(Ե Edwards (1991ୖزҁࣴ 3.2.3.2 ᑽໆБԄ ǵૈΚǵᆶᑫ፪ѤঁाૈמǵޕǴаزࣴޑ(πբࠨӝࡋໆ߄௦ChuangȐ2001,2005ȑǵߎૈ(2012زҁࣴ ΓჹࡽԖπբࠨӝำࡋঁޣѦӧՉࣁ߄ቻගр4ᚒෳໆୢуаঅׯǴаձ༤เޑౢғځӢǴϩձவঁΓёૈჹ Ң܌ᑽໆᚒӵ߄3-3ځՉᑽໆǶᚒҞӅीѤᚒǴ
мпт ߄ 3-3 πբࠨӝࡋϐᑽໆᚒ
ᑽໆᄬय़ ᑽໆᚒ (ၭ٣πբૈӵයֹԋǶ(ૈΚޑך .1
(ޕ)ԋǶֹޑזၭ٣πբૈඍޑך .2 πբࠨӝࡋ (дΓፋፕၭπբǶ(ᑫ፪ک഻ך .3 (ૈמ)ၭπբБݤ٠уаၮҔǶޑ၂ཥܭך .4
ਏૈךԾ 3.2.4 :ကۓᏹբࠠ 3.2.4.1 ǶۓਏૈךကࣁԾۓۺߞޑҺ୍ۓԖкϩૈΚёჴڀঁΓჹԾρעԵBandura (1999)ᢀᗺǴୖ 3.2.4.2 ᑽໆБԄ ਏૈᄬय़ϷୖԵֆᗱຽךໆ߄ύԾހගрϐอ܌(LuthansǵYoussef ᆶ Avolio(2007 ڗਏૈໆ߄௦ךԾزҁࣴ Ң܌ᑽໆᚒӵ߄3-4ځගᚒҞуаঅׯՉᑽໆǴᚒҞӅीΟᚒǴ܌(2018) ਏૈϐᑽໆୢך߄ 3-4 Ծ
ᑽໆᄬय़ ᑽໆᚒ
ǶޑၭπբБԄԖਏޑᇡࣁԾρך.1 གྷݤჹдΓࢂԖᔅշޑᇡࣁԾρךᆶдΓፕၭਔǴ.2 ਏૈךԾ
ӛဂၭϻഋॊၭ٣ബཥૻ৲Ƕૈך.3
ीڔୢ 3.3 ǴୖྣԖᜢЎаڔݩՉीୢޑӸӧ܈ჴ፦ޑ֖܌ࢎᄬύӚᡂኧ໔Ǵϣޑزॊࣴ܌٩ӈܫวڔୢ ϐᑽໆ(੮ҺཀᜫǵπۺჹຝǵӚঁᄬزෳჹຝࣁҞӧଯѱவ٣ၭϻπբࣁࣴڙϷໆ߄ٰуаीᚒǶϩࣁ ǴᕴӅѤঁໆ߄Ƕ௦ҔլΎᗺໆ߄ٰෳزᡂኧΟঁБय़ٰࣴޑਏૈ)ǵΓαीךբᅈཀࡋǵπբࠨӝࡋᆶԾ ǴϩࣁߚதόӕཀǵόӕཀǵԖᗺόӕཀǵද೯ǵԖᗺӕཀǵӕཀǵߚதӕཀǶڔ໔ीϩୢۺໆӚᄬ Бݤزࣴ 3.4 ჹຝکጄൎزࣴ 3.4.1 Ǵӆޣ༤เཀᜫࡕǴԖཀᜫ༤เځǴӧቻ၌ڔǵᆛၡୢڔǴх֖રୢޣኬҁаӧଯѱவ٣ၭ٣πբزࣴ բเǶځ٬ڔୢزࣴٮග ڔෳୢ 3.4.2 ڙሡԶӧЎӷัբঅׯуٰቚуਏࡋǴࣁᗉխ܌زໆ߄ǴࣁΑҁࣴޑ௦Ҕ܌தޣୢΏ༼ኧՏᏢڔୢ ჹᇟཀуٰـཀڔϣǴ٩ԏӣୢڔࡼٰᔠຎୢڔǴӃаෳୢڔୢޑԄ҅ܫᇤှཀࡘԶᇤၲୢᚒǴӧวޣೖ аঅׯǴаගϲྗዴࡋǶ ኬҁኧໆکБԄޑኬܜڔୢ 3.4.3 ǴᙖҗᆛၡǵԿᒃӳ϶ᔅޣྍаӧଯѱவ٣ၭ٣πբٰڔ୷ҁୢځǴڔୢܫБݤٰՉวޑኬܜаҥཀ ޣෳڙک࣮ݤǴኬҁኧໆаୢޣуа༤ቪǶኬҁኧໆϩǴਥᏵֆȐ2005ȑᏢޣԆϩ๏ଯѱவ٣ၭ٣πբ ߯ࣁ1ޣ5७Ǵനࢳޑኬҁϐኧໆሡோᡂঁኧ100ঁǴচ߾ाܭǴԶᕴኬҁኧໆόϿەࣁനٯ໔1Ǻ5ϐК ԖਏϐୢزߡёǴԶҁࣴڔԖਏୢޑᡂኧ)Ǵࡺԏӣ140ϩаޑϐǴԶҁୢԖ14(҂֖ϷΓαीٯКޑК10 ٬ҔCronbach’s ߯ኧՉᔠᡍǶၗϩ௦Hayes (2013) PROCESSी೬ᡏ܄നࡕӅԏӣ288ҽǶᔠᡍϣठڔ 5000ԛϩၗǴᡍύϟਏ݀ϷଷǶܭҔ Model 4ϷBootstrap Samplesڗ
мрй ϩᆶ่݀زࣴ.4 4.1 ௶ॊ܄ीϩ բࣁჹङඳᡂޣزࣴޑණթǴ๏ஒٰޑϩٰ߄Ң၀ၗ܄୷ҁङඳၗύаीύ௶ॊޑԏӣኬҁύ ܄:ჹຝٰᇥǴԏӣኬҁၗᡉҢزࣴޑ(ζ܈ت)ޣ288ҽύǴаӧଯѱவ٣ၭ٣πբڔኧୖଜǶ٩ԖԖਏୢ ǹԃសБय़а50ྃ՞55.2%നӭǹၭ٣ԃၗБय़8ԃа՞50.3%നӭǵ௲ػำࡋБ%28.5܄ζܭଯ%71.5܄تձБय़а :ϩ่݀ᡉҢӵ߄4-1ځय़ଯύᙍᏢᐕ՞40.3%നӭǶ ߄ 4-1! ୷ҁङඳၗԭϩКԛኧϩଛ߄ ୷ҁङඳ ϩ ኧໆ ԭϩК %71.5 206 ت ܄ձ ζ 82 28.5% 30 ྃаΠ 13 4.5% 12.8% 37 ྃ 40~(֖)30 ԃស 27.4% 79 ྃ 50~(֖)40 а 159 55.2%ྃ(֖)50 ԃ(֖)аΠ 13 4.5% 1 ԃ 47 16.3% (֖) 4~2 ၭ٣ԃၗ 4~6(֖) ԃ 51 17.7% ԃ 32 11.1% (֖) 8~6 8 ԃа 145 50.3% ୯ύ(֖аΠ) 59 20.5% ଯύᙍ 116 40.3% ௲ػำࡋ εᏢ() 100 34.7% ᅺ/റγ 13 4.5% 4.2 ߞࡋϩ ਥᏵ Cuieford (1965)ᇡࣁCronbach’s α ߯ኧεܭ0.7аࣁଯߞࡋǹϟܭ0.35~0.7ࣁύߞࡋǹऩλܭ0.35ਔǴ߾ ߄ҢࣁեߞࡋǴ߾մନǶ ኧॶࣁ0.912Ǵ͉ޑߞࡋϩᡉҢ:ᡂኧȨ੮ҺཀᜫȩᕴCronbach´sύޑ܄ᚒǴԶӚঁᚒᆶᕴ࣬ᜢޑڔ٩14ᚒୢ ᡂኧȨπբᅈཀࡋȩᕴCronbach´sύޑ͉ޑኧॶࣁ0.969ǴᡂኧȨπբࠨӝࡋȩᕴCronbach´sύޑ͉ޑኧॶࣁ0.897Ǵ ᕴޑঅ҅ύҞޑӚঁᡂኧॶӧ0.8ϐǴаϷӚᚒ໔ځኧॶࣁ0.885Ǵޑ͉ޑਏૈȩᕴCronbach´sύךᡂኧȨԾ :ёߞࡋଯǶ၁ಒၗߞࡋϩ่݀ᡉҢӵ߄4-2ɴ4-5ځǴ߄Ң܄࣬ᜢኧॶࢂ>0.5ǴϣᏱԖᓬؼϐठ ߄ 4-2 πբᅈཀࡋϐߞࡋϩ߄
мрк ߄ 4-3 πբࠨӝࡋϐߞࡋϩ߄
ਏૈϐߞࡋϩ߄ך߄ 4-4 Ծ
߄ 4-5 ੮Һཀᜫϐߞࡋϩ߄
мрл ਏૈᆶ੮ҺཀᜫѤᡂኧٰՉѳ֡ኧᆶྗৡϩǶၗኧᏵϩך٩ᏵπբᅈཀࡋǵπբࠨӝࡋǵԾ ่݀ᡉҢ߄4-6Ǻ ߄ 4 6 ᡂኧϐྗৡᆶѳ֡ኧ ᡂኧ ѳ֡ኧ ྗৡ πբᅈཀࡋ 5.6215 1.22177
πբࠨӝࡋ 5.4375 1.18388
ਏૈ 5.3484 1.18913ךԾ
੮Һཀᜫ 5.3672 1.18918
ܭჹޣೖڙаၗϩྗ௦ҔLikertΎᗺໆ߄ЁࡋǴа4ϩԋύ໔ॶǴவ4-6߄ϐѳ֡ኧύǴёа࣮р ᡂ౦Ƕ੮ҺཀᜫǵπբᅈཀࡋǵπբࠨӝࡋᆶԾޑӛǴёӧྗৡύ߄ҢрӚঁᡂኧॄ҅ޑڙᡏགۺӚঁᄬ Ƕޑຑሽࢂၨࣁ҅य़ޣǴ༤เޕᇡޑӚঁᡂኧܭ4ϩаǴ߄Ңჹܭਏૈ4ঁᡂኧϐѳ֡ኧଯך 4.3 Ӛᡂኧ໔ϐ࣬ᜢ߯ኧϩ ਏૈȩϷȨπբࠨӝࡋȩǵȨπբᅈཀࡋȩࣁύϟᡂኧǵךӧᔠෳӣԏኬҁύӅी4ᡂኧǴϩձࣁԾᡂኧȨԾ ډǴၗϩள܄ᡉޑ࣬ᜢ܄ໆϯᡂኧϐ໔ጕঁٿࣁȨ੮Һཀᜫȩࣁ٩ᡂኧǶаSPSS Pearson࣬ᜢϩٰᔠෳ :࣬ᜢ߯ኧࣣၲᡉНྗ٠Ър҅࣬ᜢǴӵ߄4-7
߄ 4-7 ᡂኧ࣬ᜢϩ߄
ਏૈ ੮Һཀᜫךπբᅈཀࡋ πբࠨӝࡋ Ծ
πբᅈཀࡋ 1 πբࠨӝࡋ 0.834** 1
ਏૈ 0.753** 0.843** 1ךԾ
੮Һཀᜫ 0.768** 0.830** 0.819** 1
ຏǺ ** p ॶλܭ 0.01 4.4 ӚᡂኧᆶΓαीᡂޑৡ౦܄ϩ ਏૈᆶπբᅈཀךǴӧѤঁᡂኧ੮ҺཀᜫǵπբࠨӝࡋǵԾۓԏӣኬҁύаൂӢηᡂ౦ኧϩϷᐱҥኬҁtᔠ Ƕ܄ৡձځۓձǵԃស4ঁᡂՉᔠ܄Γαीύၭ٣ԃၗǵ௲ػำࡋǵޑࡋᆶόӕ 4.4.1 ܄ձ࣬ჹܭӚᡂኧϐৡ౦܄ ਏૈᆶ੮ҺཀᜫѤঁᡂኧৡךձБय़ჹӧπբᅈཀࡋǵπբࠨӝࡋǵԾ܄БԄٰᕕှǴۓаᐱҥኬҁtᔠ ਏૈᆶ੮ҺཀᜫѤঁᡂኧךձӧπբᅈཀࡋǵπբࠨӝࡋǵԾ܄౦ࢂցᡉǴҗीၗϩ่݀߄4-8Ǵόӕ π܄ζܭਏૈᆶ੮ҺཀᜫࣣଯךπբᅈཀࡋǵπբࠨӝࡋǵԾޕޣၭ٣πբ܄تၲᡉৡ౦(p<0.05)Ǵҭջޕᇡ բޣǴၗϩ่݀ӵ߄4-8: ߄ 4-8 ܄ձჹܭѤᡂኧϐৡ౦܄ ζ ت ᡂኧ t ॶ ѳ֡ኧ ྗৡ ѳ֡ኧ ྗৡ
πբᅈཀࡋ 5.72 1.17 5.37 1.32 2.14*
πբࠨӝࡋ 5.57 1.13 5.19 1.26 3.12*
*ਏૈ 5.53 1.08 4.89 1.32 3.86ךԾ
੮Һཀᜫ 5.54 1.11 4.94 1.27 3.95*
ຏǺ * p<0.05
мрм 4.4.2 ԃស࣬ჹܭӚᡂኧϐৡ౦܄ ਏૈᆶπբᅈཀࡋѤঁᡂኧϐᇡךό࣬ӕԃសӧ੮ҺཀᜫǵπբࠨӝࡋǵԾۓ௦ҔൂӢηᡂ౦ኧϩٰᔠ ਏૈΟঁᡂኧpॶ<0.05Ǵך੮ҺཀᜫǵπբࠨӝࡋǵԾډࢂցၲᡉৡ౦Ǵҗीၗϩ่݀߄4-10Ǵளޕ πբᅈཀࡋpॶɧ0.05Ǵ߄Ңԃសჹπբᅈཀࡋৡ౦ܭΟঁᡂኧৡ౦ᡉǴԶჹܭό࣬ӕԃស࣬ჹޣෳڙҭջ߄Ң คᡉ܄ (pɧ0.05)Ƕ ੮Һܭৡ౦Ƕՠჹ܄คᡉ֡قԃសԶܭਏૈჹךπբࠨӝࡋȁԾܭՠ٬ҔScheffeݤٰբӭख़КၨᡉҢǴჹ Ƕၗޣၭ٣πբޑ50ྃ-(֖)40ܭ੮ҺཀᜫଯޣКၨวǴԃសࣁ 50(֖) ྃаϐၭ٣πբٿٿཀᜫٰᇥǴӧ ϩ่݀ӵ߄4-9: ߄ 4-9 ԃសჹܭѤᡂኧϐৡ౦܄
ѳ֡ኧ ᡂኧ F ॶ Scheffe Ȑ1ȑ Ȑ2ȑ Ȑ3ȑ Ȑ4ȑ
πբࠨӝࡋ 5.15 5.25 5.21 5.62 2.824* -
*ਏૈ 5.26 5.29 5.06 5.51 2.612ךԾ -
੮Һཀᜫ 5.08 5.24 5.01 5.60 4.884* 4>3
ຏǺ * pॶλܭ 0.05 ຏΒ : Ȑ1ȑ30 ྃаΠǹȐ2ȑ30(֖)-40 ྃǹȐ3ȑ40(֖)-50 ྃǹ Ȑ4ȑ50(֖)ྃа
܄Ӛᡂኧϐৡ౦ܭ௲ػำࡋ࣬ჹ 4.4.3 ਏૈᆶπբᅈཀࡋѤঁᡂኧᆶό࣬ӕך௦ҔൂӢηᡂ౦ኧϩ(ANOVA)ٰ੮ҺཀᜫǵπբࠨӝࡋǵԾ 0.05ǴԶܭπբᅈཀࡋᡂኧPॶεܭόӕ௲ػำࡋჹډ௲ػำࡋৡ౦ࢂցᡉǴҗीၗϩ่݀߄4-11Ǵள ᡉǶ܄0.05Ǵৡ౦ܭਏૈǵπբࠨӝࡋǵ੮ҺཀᜫΟᡂኧPॶ֡λךԶჹԾܭჹ ǴقਏૈԶךԾܭৡ౦Ƕჹ܄πբࠨӝࡋȁ੮Һཀᜫ֡คᡉܭ٬ҔScheffeݤٰբӭख़КၨᡉҢǴ௲ػำࡋჹ ௲ػำޕǴᔠෳ่݀ளޣၭ٣πբޑ(ଯύ(ᙍܭਏૈଯךԾܭޣၭ٣πբޑКၨวǴεᏢ()Ϸᅺ/റаٿٿ :ਏૈǶၗϩ่݀ӵ߄4-10ךࡋଯեቹៜԾ ܄Ѥᡂኧϐৡ౦ܭ߄ 4-10௲ػำࡋჹ
ѳ֡ኧ ᡂኧ F ॶ Scheffe Ȑ1ȑ Ȑ2ȑ Ȑ3ȑ Ȑ4ȑ
*ਏૈ 5.36 5.01 5.64 6.00 6.793ךԾ 2<(3,4)
πբࠨӝࡋ 5.54 5.18 5.62 5.88 3.43* -
੮Һཀᜫ 5.58 5.08 5.52 5.79 5.37* -
ຏǺ * pॶλܭ 0.05 ຏΒ:(1ȑ୯ύ(֖)аΠǹȐ2ȑଯύᙍǹȐ3ȑεᏢ()ǹȐ4ȑᅺ/റγ
мрн ܄Ӛᡂኧৡ౦ܭၭ٣ԃၗ࣬ჹ 4.4.4 ਏૈᆶπբᅈཀࡋѤঁᡂኧᆶό࣬ӕך௦ҔൂӢηᡂ౦ኧϩ(ANOVA)ٰ੮ҺཀᜫǵπբࠨӝࡋǵԾ 0.05ǴԶჹܭਏૈᡂኧPॶεךԾܭόӕၭ٣ԃၗჹډၭ٣ԃၗৡ౦ࢂցᡉǴҗीၗϩ่݀߄4-11Ǵள 0.05ᡉৡ౦Ƕܭჹπբᅈཀࡋǵπբࠨӝࡋǵ੮ҺཀᜫΟᡂኧPॶ֡λܭ ᡂኧٿ٬ҔScheffeݤٰբӭख़КၨᡉҢǴၭ٣ԃၗჹπբᅈཀࡋคᡉৡ౦ǹԶπբࠨӝࡋǵ੮Һཀᜫ Ǵᔠෳ่݀ޣၭ٣ԃၗ1ԃаΠϐၭ٣πբܭπբࠨӝࡋǵ੮ҺཀᜫଯޕޣКၨǴวԃၗ8ԃаၭ٣πբٿٿ :πբࠨӝࡋᆶ੮ҺཀᜫԖᡉቹៜǶၗϩ่݀ӵ߄4-11ܭၭ٣ԃၗӭჲჹޕள
܄Ѥᡂኧৡ౦ܭ߄ 4-11ၭ٣ԃၗჹ
ѳ֡ኧ ᡂኧ F ॶ Scheffe Ȑ1ȑ Ȑ2ȑ Ȑ3ȑ Ȑ4ȑ Ȑ5ȑ
πբᅈཀࡋ 4.90 5.47 5.40 5.41 5.86 3.52* -
πբࠨӝࡋ 4.52 5.25 5.36 5.29 5.64 3.61* 5>1
੮Һཀᜫ 4.42 5.20 5.14 5.15 5.63 5.13* 5>1 ຏǺ *߄ p ॶλܭ 0.05 ຏΒǺȐ1ȑ1 ԃ(֖)аΠǹȐ2ȑ2-4(֖)ԃǹȐ3ȑ4-6(֖)ԃȐ4ȑ6-8(֖)ԃȐ5ȑ8 ԃа
4.5 ύϟਏ݀ϐᡍ ੮ҺཀᜫቹៜࢂցᡉǴаHayes Ȑ2013ȑPROCESSी೬ܭਏૈჹךӧᔠෳπբᅈཀࡋǵπբࠨӝࡋǵԾ ᡏǴᒧModel 4аϷBootstrap Samplesܭ5000ԛуаᔠෳǶ ᡉǴӢ܄0.05Ǵβ=0.24߄рቹៜܭPॶλ܄Ǵቹៜق੮ҺཀᜫԶܭ٬ҔModel 4ՉᔠෳǴπբᅈཀࡋ࣬ჹ 0.05Ǵ͊ =0.86ܭPॶλ܄πբᅈཀࡋǴቹៜܭଷH1Ǻπբᅈཀࡋ҅ӛቹៜ੮ҺཀᜫǶπբࠨӝࡋ࣬ჹزԜЍҁࣴ ߄рቹៜ܄ҭᡉǴҗԜёޕଷH3Ǻπբࠨӝࡋ҅ӛቹៜπբᅈཀࡋᕇளЍǶπբࠨӝࡋ࣬ჹܭ੮ҺཀᜫԶ ଷH2: πբࠨӝࡋ҅ӛቹៜ੮ҺཀᜫǶӧزᡉǴӢԜЍҁࣴ܄0.05Ǵ͊=0.62߄рቹៜܭPॶλ ܄Ǵቹៜق ၀ύϟޕύϟਏ݀ᔠෳύEffect=0.21ǴBootULCI=0.33ǹBootLLCI =0.09ǴᡉҢр၀ߞᒘ໔٠҂х֖Α0ǴҗԜё ਏ݀ࢂӸӧޑǴӢԜЍଷH3aǺπբࠨӝࡋၸπբᅈཀࡋቹៜ੮ҺཀᜫǶӵϩკ4-1:
კ 4-1 πբࠨӝࡋၸπբᅈཀࡋቹៜ੮Һཀᜫ
ᡉǴӢ܄0.05Ǵ͊=0.56߄рቹៜܭPॶλ܄Ǵቹៜق੮ҺཀᜫԶܭਏૈ࣬ჹך٬ҔModel 4ՉᔠෳǴԾ 0.05Ǵ͊=0.34߄рቹܭPॶλ܄Ǵቹៜق੮ҺཀᜫԶܭਏૈ҅ӛቹៜ੮ҺཀᜫǶπբᅈཀࡋ࣬ჹךԜЍH4ǺԾ Pॶ܄ǴቹៜقπբᅈཀࡋԶܭਏૈჹךଷH1:πբᅈཀࡋ҅ӛቹៜ੮ҺཀᜫᕇளЍǶԾޕҭᡉǴҗԜё܄ៜ
мро ଷH5: πբࠨӝࡋ҅ӛቹៜ੮ҺཀᜫҭᕇளЍǶӧύϟਏ݀ᔠෳزᡉǴҁࣴ܄0.05Ǵβ=0.77߄рቹៜܭλ Ǵޑ၀ύϟਏ݀ࢂӸӧޕύEffect=0.36ǴBootULCI=0.33ǹBootLLCI=0.18ǴᡉҢр၀ߞᒘ໔٠҂х֖Α0ǴҗԜё :ਏૈၸπբᅈཀࡋቹៜ੮ҺཀᜫǶӵϩკ4-2ךӢԜЍଷH5aǺԾ
ਏૈၸπբᅈཀࡋቹៜ੮Һཀᜫךკ 4-2 Ծ วǴp่݀ޑǴᘜϩ܄ቹៜޑᡂኧٿਏૈࢂցቹៜπբࠨӝࡋǴճҔᘜϩٰᡍෳॊךࣁΑᡍԾ ਏૈ҅ӛቹៜπբࠨӝࡋᕇளЍǶךଷH6:Ծډ߯ኧࢂ0.843Ǵtॶࢂ26.527Ǵҗள͊ޑ0.05Ǵྗϯܭॶλ ۓଷ่݀ᔠ 4.6 ஒӚᡂኧଷᇥीၗϩᔠෳ่݀ӵΠ߄4-12Ǻزҁࣴ ߄ 4-12 ीၗϩᔠෳ่݀߄
5.่ፕᆶࡌ ǴаϷӧаπբᅈཀࡋࣁύϟ܄ਏૈϐ࣬ᜢך੮ҺཀᜫǵπբᅈཀࡋǵπբࠨӝࡋᆶԾܭӧޑҞزҁࣴ Ƕҁകр่ፕǵଅᆶᆅཀ఼ǵ܄ቹៜޑਏૈᆶ੮Һཀᜫϐ໔ךπբᅈཀࡋჹπբࠨӝࡋǵԾځزᡂኧΠǴ ගр่ፕᆶࡌ๏ၭϻᆶၭࡹൂՏೕჄᓬ፦่݀زǴයૈଞჹࣴڋၸำϐज़زБଞϷزޑЪගрࡌ҂ٰ ၭമΚϐୖԵǶ ፕ่زࣴ 5.1 5.1.1 Ӛᡂኧ໔ӧ୷ҁङඳၗ܌ౢғϐৡ౦܄ϩ ζғǶܭࣣଯޣෳڙғتৡ౦Ǵ܄ᡉځਏૈᡂኧǴԖך੮ҺཀᜫǵπբᅈཀࡋǵπբࠨӝࡋᆶԾܭձ܄όӕ Ƕ௲ػำࡋࣁεᏢ()Ϸᅺ/റޣෳڙၭ٣πբޑ50ྃ-(֖)40ܭϐ੮Һཀᜫଯޣෳڙԃសࣁ 50(֖) ྃаၭ٣πբ πբࠨޕޣǶၭ٣ԃၗԃၗ8ԃаၭ٣πբޣෳڙၭ٣πբޑ(ଯύ(ᙍܭਏૈଯךϐԾޣෳڙၭ٣πբޑа ਏૈϷπբךᏢᐕᆶၭ٣ԃၗӭჲჹԾޕǴᔠෳ่݀ளޣෳڙޣၭ٣ԃၗ1ԃаΠϐၭ٣πբܭӝࡋǵ੮Һཀᜫଯ ࠨӝࡋᆶ੮ҺཀᜫࣣԖቹៜ܄Ƕ
мрп 5.1.2 πբᅈཀࡋ҅ӛቹៜ੮Һཀᜫ ੮Һځவ٣ၭ୍ౢғπբᅈཀࡋቚуܭᆕӝӣԏኬҁᡉҢπբᅈཀࡋ҅ӛቹៜ੮ҺཀᜫǴΨ൩ࢂऩၭϻჹ ว࣬ӕزࣴځ(ǵӼฐᆶਜ(2016ޱӵ؇؊ह(2017)ǵ݅ॳӵ(2018)ᆶ݅లޣཀᜫǴ၀ӣԏኬҁ่݀ᆶа۳Ꮲ ޑǶ 5.1.3 πբࠨӝࡋ҅ӛቹៜ੮Һཀᜫ Ǵ܄ӛቹៜ҅ޑӸᡉ܌ϐ໔ޣٿǴπբࠨӝࡋჹቹៜ੮ҺཀᜫςၲᡉНྗǴΨᇥܴΑډᘜှύள ӵޣᆶа۳Ꮲ่݀زቹៜΚǴԜޑΨ൩ࢂऩၭϻၸჹၭ٣πբౢғπբࠨӝࡋǴჹ੮Һཀᜫஒౢғၨம Ƕޑፕ࣬಄่زࣴځ(ᑉ(2016)ǵற(2017)ᆶҖݒѯ(2015ە݅ ǵ(2019)ޱ 5.1.4 πբࠨӝࡋ҅ӛቹៜπբᅈཀࡋ Ǵҭջၭϻ܄ᡉޑ໔Ӹӧ҅ӛቹៜޣٿჴΑځၲᡉНྗǴ܄ᡉҢπբࠨӝࡋቹៜπբᅈཀࡋ่݀زࣴ ၭ٣πբයఈౢғπբᅈཀࡋǴԜࣴܭуᕕှၭ٣πբϣϷࡼբБݤǴჹ׳Ӣࣁჹၭ٣πբԖࠨӝࡋϐၸำǴ Ƕޑፕ࣬ӕ่زࣴځ(ӵ؇એҺ(2008)ǵߎૈ(2012ޣᆶӃᏢ่݀ز ύϟਏ݀ڀπբᅈཀࡋӧπբࠨӝࡋᆶ੮Һཀᜫϐ໔ 5.1.5 ᡉҢаԾᡂኧࣁπբࠨӝࡋǵ੮Һཀᜫࣁ٩ᡂኧǵπբᅈཀࡋࣁύϟᡂኧΠǴπբࠨӝࡋቹៜ੮Һ่݀زࣴ ཀᜫςၲᡉǴӧπբࠨӝࡋᡉቹៜπբᅈཀࡋǴԶπբᅈཀࡋᡉ҅ӛቹៜ੮ҺཀᜫǴӢԜπբᅈཀࡋӧ੮Һ πբࠨӝࡋჹ܈மࡋǴޑԖҽύϟਏ݀ǴᡉҢπբࠨӝࡋӢπբᅈཀࡋԶቹៜ੮Һཀᜫڀཀᜫᆶπբࠨӝࡋύ ,ӵಷᕊǵ݅ඁࡏ(2005); Kristof-Brown, Zimmerman,& JohnsonޣᡉҢᆶа۳ᏢزǴ၀ࣴ܄ௗቹៜޔԖڀ੮Һཀᜫܭ Ƕޑፕ࣬ӕ่زࣴ(2005) ਏૈ҅ӛቹៜ੮ҺཀᜫךԾ 5.1.6 ǴΨ൩ࢂၭ٣܄໔҅ӛቹៜᡉޣٿჴΑځਏૈ҅ӛჹ੮ҺཀᜫςၲᡉНྗǴךǴԾډᘜှύள ᕉნǴӧޑ܄ࡷᏯڀय़ᖏπբǴԖૈΚѐׯᡂᆶय़ᖏ܌ԾρܭਏૈࣁрวᗺࡕǴ࣬ߞԾρԖૈΚǴჹךаԾޣπբ ਏૈךҭᡉҢǴԾزሦୱૈၲԋҞǴ٠Ъុ୲ΠѐЪᅰΚΕၭϻπբǴԶගϲ੮ҺཀᜫǶၸѐࣴ Ƕޑፕ࣬ӕ่زࣴځ((2019)ǵՖ٫ᑚ(2019ފӵէᅼ(2015)ǵᄃޣᡉҢᆶа۳Ꮲزቹៜ੮ҺཀᜫǴ၀ࣴ ਏૈჹπբᅈཀࡋԖ҅ӛቹៜךԾ 5.1.7 ӛቹៜǴ҅ޑ໔ӸӧᡉޣٿၲᡉНྗǴԜ߾ᡍΑ܄ਏૈჹπբᅈཀࡋϐቹៜךǴԾډᘜှύள زਏૈቹៜπբᅈཀࡋǴԜࣴךҭᡉҢǴԾزਏૈำࡋຫଯǴၭ٣πբᅈཀࡋຫଯǶၸѐࣴךԾޣΨ൩ࢂၭ٣πբ Ƕޑፕ࣬ӕ่زࣴځ(ӵ݅ࡏֻ(2009)ǵངᓆ(2010)ǵЦ(2014ޣᆶӃᏢ่݀ ύϟਏ݀ڀਏૈᆶ੮Һཀᜫϐ໔ךπբᅈཀࡋӧԾ 5.1.8 ਏૈቹៜ੮Һཀᜫςךਏૈǵ੮Һཀᜫࣁ٩ᡂኧǵύϟᡂኧࣁբᅈཀࡋΠǴԾךᡉҢӧԾᡂኧࣁԾ่݀زࣴ ǴᡉҢрπբᅈཀࡋӧ܄ਏૈቹៜπբᅈཀࡋҭၲᡉǴπբᅈཀࡋ҅ӛቹៜ੮ҺཀᜫҭၲᡉךǴԶԾ܄ၲᡉ ܭਏૈჹךԾ܈ਏૈӢࣁπբᅈཀࡋቹៜ੮ҺཀᜫǴךԖҽύϟਏ݀Ǵ߄ҢԾڀϐ໔ޣٿਏૈך੮ҺཀᜫᆶԾ Ƕޑ࣬ӕ่݀زӵ݅ॳӵ(2018)ϐࣴޣᡉҢᆶа۳ᏢزǴԜࣴ܄ௗቹៜޔ੮ҺཀᜫԖ ਏૈ҅ӛቹៜπբࠨӝࡋךԾ 5.1.9 ǴΨ൩ࢂऩၭ٣܄ӛቹៜ҅ޑϐ໔ᡉޣٿਏૈᡉቹៜπբࠨӝࡋǴԜ߾ᡍჴΑךǴԾډᘜှύள όᔈགǴޑय़ჹ܌ΚǴၨԖёૈёаլܺӧπբύૈޑਏૈǴ࣬ߞԾρԖπբךԾޑਏૈଯǴԖၨଯךԾޣπբ ӵBandura (1997)ᆶֆॕ(2017)ϐࣴޣᡉҢᆶа۳ᏢزΓπբࠨӝࡋǶ၀ࣴঁډᑼΕπբϐύǴёܰၲܭԶոΚ Ƕޑ࣬ӕ่݀ز ፕଅᆶჴ୍ᆅཀ఼زࣴ 5.2 ፕϐଅزࣴ 5.2.1 ଯѱࡹཱུ۬ΚࠠၭΓωػǴࣁΑቚуܭ੮ҺཀᜫǶҗޑၭϻǴటӵՖٰගϲၭϻܭᆫขزҁࣴ ਏךाનǴёૈࢂπբࠨӝࡋϷԾޑၭϻΑှǴᇡࣁቹៜၭϻ੮ҺཀᜫܭၸЎϷჹزၭϻ੮ҺཀᜫǴҁࣴ ჴǴπբࠨӝࡋ҅ӛቹៜπբᅈزਏૈёૈၸπբᅈཀࡋǴԶගϲ੮ҺཀᜫǶҁࣴךԾکǴԶπբࠨӝࡋૈ мрр ਏૈ҅ךਏૈ҅ӛቹៜπբᅈཀࡋǹπբᅈཀࡋ҅ӛቹៜ੮Һཀᜫǹπբࠨӝࡋ҅ӛቹៜ੮ҺཀᜫǹԾךཀࡋǹԾ ਏૈךਏૈᙖҗπբᅈཀࡋԶቹៜ੮ҺཀᜫǴ߄ҢπբᅈཀࡋࢂύϟᡂኧǹԾךӛቹៜ੮ҺཀᜫǹπբࠨӝࡋϷԾ ҅ӛቹៜπբࠨӝࡋǶ 5.2.2 ᆅჴ୍ޑ఼ကᆶࡌ ᡉҢǺၭϻπբࠨӝࡋ҅ӛቹៜπբᅈཀࡋǹπբᅈཀࡋ҅ӛቹៜ੮ҺཀᜫǶӢԜவ٣ၭ٣πբ่݀ز)) ੮ҺཀᜫǶޑπբᅈཀࡋǴٰගଯၭϻޑуගϲၭϻ׳ჴሞᏹբݤٰЋǴޑёаၸගϲπբࠨӝࡋϐᏤӛޣ ݤǴࡌӵΠǺޑӧமϯၭ٣வΓπբࠨӝࡋ ၗޑϦ໒܌ᔈҔǴᡣࡹ۬کуॶޑၗܫǴࣁΑঀᏤჹࡹ۬໒ہ๓ҔၭၗૻҬඤѳѠǺՉࡹଣၭ.1 ΕαᆛઠǴႴԾฅΓǵიᡏᆶ٣ᐒᄬ๓Ҕ໒Бൂܭܫၗܫ໒ޑᆕӝӚԄӚၭہǴၭډࣁܰள׳ ๏҇ϐߡ୍҇ܺǶࡌၭவΓٮၗౢǵуॶᔈҔගޕബϐ܌ၗܫ໒܌٬ҔǴճҔࡹ۬کၗϒауॶ ࣬ᜢၗૻǴόٮགྷݤǴᙖҗගکሡޑࡌǴܴዴ߄ၲԾρٮǵගـၸำύǴӭӭϩ٦ၗૻǵҬඤཀޑӧவၭ БݤǴҭёቚуғౢΚϷᔮਏǴࣗԿቚу٦ሽॶǴԶගϲ੮ҺཀᜫǶکۺၭᔼޑёගϲԾρ ၗྍӝаϷѳޗၭࡹൂՏӭᒤၭᡏᡍǵ१ၭ௲ػǵၭౢᇶᏤǵሸᆫҬࢬ࣬ᜢࢲǴၸၠ.2 ޗߦԋ׳ᜐਏǴڬӦၭౢᎍ୧ǴҭёکѠࡌҥǴόёՉᎍӧӦၭౢࠔǴҭёϕᡏᡍϐ፪ πբᅈཀࡋǴቚу੮ҺཀᜫǶޑၠୱബཥӝբǴࣁၭٰཥࢲΚǶԶගϲჹၭ٣வΓښϐ໔ऍ ਏૈ҅ӛቹךਏૈ҅ӛቹៜπբᅈཀࡋǹπբᅈཀࡋ҅ӛቹៜ੮ҺཀᜫǹԶԾךᡉҢǺၭϻԾ่݀زΒ)ҁࣴ) πբᅈཀࡋǴޑуගଯၭϻ׳Ǵۈჴሞ٣୍ࡼբБԄ໒ޑਏૈךៜπբࠨӝࡋǶӢԜၭ٣வΓёаၸуமԾ ݤǴࡌӵΠǺޑਏૈך੮ҺཀᜫǶӧமϯၭ٣வΓԾޑගଯၭϻٰ ᆣևॄӛਔǴޑྍϐ(BanduraǴ1986)ǶӢԜǴऩΓٰޑਏૈךႴᓰၭϻӭୖᆶၭ٣ҬࢬࢲǺᆣࢂԾ.1 аǴ܌ቹៜǹڙਔۓ،܈ਏૈǴӧሡрຑᘐך߄ǴԶౢғ෧եԾޑΚૈךόӼགǴԶᏼЈԾک৮Їวขቾ ᄊރᆣޑຑᘐၲԋҞǶӢԜǴၭϻޑਏૈǴቚமԾߞЈǴԶр҅ዴךᄊǴமϯԾރᆣޑӛ҅ܭၭϻऩೀ ᖐᒤࢲ܌ځၭၗૻҬඤѳѠϷٮග܌аၭϻሡӭӭճҔၭࡹൂՏ܌ղᘐϷୖᆶᏢಞࢲਏ݀ǴޑਏૈךቹៜԾ מᕇளϐཥ܌હբߞЈำࡋǴᙖ҅ӛᆣᏢಞيહբᡍǴமϯҁيҁٮдၭϻϕჴ፬ᡍǴਔගځǴᙖҗ ਏૈගϲǴεεமϯπբᅈཀࡋǴԶౢғ੮ҺཀᜫǶךਏૈǴԶ೭ᅿԾךуගϲԾ׳Ǵૈ ਏૈჹךԾܭࣁࡐख़ाၗౢǴҗقਏૈǺၭϻΓωჹ୯ৎԶךԾޑၭࡹൂՏёᙖҗΠय़Бݤٰගଯၭϻၭ٣.2 (Pintrich (2003کਏૈ? ёୖଜ Linnenbrinkךၭ٣ୖᆶΕǵ୲аϷոΚౢғቹៜǴӵՖගϲၭϻၭ٣Ծޑၭϻ :ΠӈБԄڗ௦(2012)کᏢᇥᆶ҉زࣴޑ ᏢಞԖޑǺᅰᆅၭϻॺۺӛཀ҅ޑၸำύǴωૈࢂёׯᡂ٠ЪࢂёаඓඝޑػၭϻܴқӧᏢಞ(1) ၭ٣ᏢୢᆶωૈǶԶၭࡹൂՏޑৡձǴՠࢂεҽၭϻঃऩЈҒᜫᅰӄΚᏢಞǴࣣёᏢ୷ҁޑᄌޑǵԖזޑ ωૈࢂёаׯޑǴٰػၭϻܴқᏢಞၸำύۺᔮङඳ࣬౦ϐၭϻ)ྎ೯೭ᅿ҅ӛཀޗᆶၭϻ(֖ࡴωૈǵ ӛགྷݤǶ҅ޑǴ٠Ъࢂёаඓඝޑᡂ ࡰрၭϻᔈ၀ׯޑǺࡹ۬ۺਏૈཀךԾޑշၭϻ໒ଯࡋ٠Ъ҅ዴڐБԄٰޑ܄Զߚཷा܄ၮҔჴሞ(2) ݤٰҢጄǴٰᡣၭޑБԄǴၮҔޑᐒکΚǴаϷ٬ҔᡳࢎЍૈޑၰᔈӵՖቚԾρޕҽǴᡣၭϻޑ๓ ၭ٣ޑߥԖЬᏢಞᐒǴаวචঁΓޣᄖѐᡳࢎЍǴᡣၭϻᏢಞǴߡϻᏢಞᆶׯǴѿၭϻᏢಞԖ ǶۺਏૈཀךԖ҅ዴԾڀշၭϻᅌᅌวрଯࡋ٠ЪڐߏǴٰکᑫ፪ ᙁൂၭ٣Һޑ܄ၭ٣ᡏᡍǺӧၭϻᙖҗոΚԋфၲԋ፟ԖԵᡍޑЪёᙖҗոΚٰၲԋ܄๏ϒၭϻ፟ԖԵᡍ(3) ǴӢԜǴճ๏ϒޑۺਏૈཀךߦԾޑǴ٠ЪёԖਏޑࢂԖᔅշૈמၭ٣ޑΠǴόၭϻჹςᏢϐዕግ୍ ਏૈǶךၭϻٰගଯԾܭၭ٣Һ୍Ԗշޑၭϻၲԋั༾Ԗᗺᜤࡋ ᆶࡌڋज़زࣴ 5.3 ߯аπزΓচӢϐቹៜǴԶҁࣴঁޣ܈ǴࣣԖёૈӢᕉნǵნزࣴޑࢂ፦ϯޣ܈όፕࢂ௦Ҕໆϯ زǴԖᜢஒٰࡕុࣴزਏૈǵπբᅈཀࡋჹ੮ҺཀᜫቹៜǴ٠аπբᅈཀࡋբࣁύϟᡂኧϐჴࣴךբࠨӝࡋǵԾ ၸำޑزख़ᗺǴோӧࣴޑௗϪΕሡޔගрࡌǴයఈᙖҗҁϐჴวǴૈᔅշᡏ੮Һཀᜫزࣴޑ࣬ᜢ мрс ቹៜǴԶޑᕉნाޑѦӧکΚǵਔ໔ǵΓΚጔࡺǵаϷЬᢀǵ࠼ᢀᜢ߯ޑزϐύǴёૈӢࣁ߳ज़ӧࣴ Ƕڋज़ޑزԋΠӈࣴ ڋኬज़ܜ 5.3.1 Κǵޑزࣴܭज़ڙਔংǴޑჹຝǴ٠Ъၗᇆزࣁࣴޣᡏኬҁ߳ज़аӧଯѱவ٣ၭ٣πբ҆ޑز ߳ज़ǶډڙኬჹຝόεϯǴ่݀ஒӢԜԶܜኬኬҁज़ଯӚ1-20ঁኬҁǴܜਔ໔ǵΓΚϷᕉნጔࡺǴ БӛаϷࡌޑزࣴ 5.3.2 ز) ుΕቶݱဂࣴ) ԖݩǶ܌ჴр׳ਏ݀ᆶёࡋǴၨૈزෳჹຝǴёቚ㳾ࣴڙزࣁࣴޣаӧଯѱவ٣ၭ٣πբൂ (Β)ቚబόӕᡂኧ ቚڗਏૈǵπբᅈཀࡋԾᡂኧٰǴ҂ٰё௦ךቹៜ่݀ᡉҢǴҁԛൂаπբࠨӝࡋǵԾޑჹ੮Һཀᜫ 3ঁԾᡂ໔ቹៜჹКำࡋǴԶޑᡂύزӵᆣമ୍(ࡼඵǴ2018)Ǵٰ࣬ၨ੮ҺཀᜫᆶҁٯᡂǴޑబόӕ Ƕ܄уుΕ࣬ᜢᚒٰගϲྗዴ׳ᜢᖄǴૈᔅշޑᄬύӚঁᡂ໔่زჹҁ
ୖԵЎ ᅺγፕЎǶسǶύ୯ЎϯεᏢ୯ሞҾᆅᏢزЦཁඁ(2014)ǶሦᏤ॥ǵπբᐒᆶ੮Һཀᜫᜢ߯ϐࣴ .1 زϐᅺγፕЎǶ୯ҥԋфεᏢ௲ػࣴزਏૈᆶπբᅈཀࡋϐ࣬ᜢࣴךЦ(2014)Ƕ௲ৣΓ፦ǵғఱԾ .2 ܌Ƕ ᒍࣁύϟᡂǶ୯ҥᆵৣጄε܍܄ᆶૈΚࠨӝࡋჹ੮ҺཀᜫϐቹៜɡаགҖݒѯ(2015)Ƕπբᢃ൪ǵሡ .3 ᅺγፕЎǶسᔈҔᆶΓΚၗྍวᏢמᏢࣽ ᅺ܌زεᏢᔼᆅࣴמǶᐋቺࣽٯɡаଯѱࣁزԙণֻȐ҇ 100ȑǶ୯ύঋҺՉࡹᙍ୍௲ৣ੮Һཀᜫϐࣴ .4 γፕЎǶ 5. ֈ(2019)ǶಔᙃϦѳჹៈΓ੮Һཀᜫϐቹៜ-аಔᙃᇡӕᆶᙍคᘶࣁύϟǶ୯ҥѠࠄεᏢՉࡹᆅ ᅺγӧᙍፕЎǶسᏢ Ƕ୯ҥࡀܿεᏢٯɡаߎߐᑜ୯҇λᏢ௲ৣࣁزᒍᆶ੮Һཀᜫϐࣴ܍ਏૈǵಔᙃךՖ٫ዝ(2019)Ƕᚆ௲ৣԾ .6 ᅺγፕЎǶ܌ز௲ػՉࡹࣴ ǶϺЬ௲ᇶϘεᏢ௲ػሦᏤᆶวࣴز୯ᇯȐ2010ȑǶᆵчᑜୃᇻӦ୯҇ύᏢ௲ৣ੮ҺཀᜫቹៜӢનϐࣴ .7 ᅺγፕЎǶ܌ز ᅺ܌زᆅࣴޕǶ୯ҥଯৣጄεᏢΓΚᆶزπ੮Һϐࣴדற(2017)Ƕಔᙃଛᆶπբଛჹଯស୍ܺ .8 γፕЎǶ Ƕਲ༜ٯҥֹӄύᏢࣁدɡаࢌزࣴ܄ਏૈᆶπբᕮਏϐ࣬ᜢךሹृȐ2010ȑǶЬᆅሦᏤࠠᄊǵ௲ᙍπԾ .9 εᏢᅺγፕЎǶמᑜૈࣽ εᏢמǶࠄᆵࣽٯሺ(2012)ǶঁΓ-ಔᙃࠨӝࡋǵᙍউᆶѦπբᐒჹ੮Һཀᜫϐቹៜ-а S ᛰቷࣁޱ .10 ᅺγፕЎǶ܌زΓΚၗྍᆅࣴ εᏢΓמࡿሺ(2010)ǶሌՉவΓঁΓ-ಔᙃࠨӝࡋჹ੮ҺཀᜫϐቹៜɡаπբࢲΚࣁύϟᡂǶࠄᆵࣽ .11 ᅺγፕЎǶ܌زΚၗྍᆅࣴ ǶϺЬز࣬ᜢࣴޑЈၗҁǵπբᓸΚᆶ੮Һཀᜫޑ༜௲ৣঋҺЬҺٽէᅼ(2015)ǶཥчѱϦҥ୯λߕѴ .12 ᅺγፕЎǶسᆶৎᏢูٽ௲ᇶϘεᏢ Ƕ܌زϐᅺγፕЎǴ୯ҥѠчᙴᏢଣៈᏢࣴزਏૈᆶᆅԋਏ໔ϐ࣬ᜢࣴךߎᒭ(1999)ǶៈߏᆅԾ .13 Ƕ୯ҥύξεᏢΓΚၗྍᆅز؇એҺ(2008)ǶΟᅿπբࠨӝࡋჹπբӼӄགǵᖒၗᅈཀࡋϷπբᅈཀࡋቹៜࣴ .14 ᅺγፕЎǶ܌زࣴ ߚᔼسǴࠄεᏢҾᆅᏢٯɡаကᑜѱ௲ৣࣁز؇؊ह(2017)ǶπբᓸΚǵπբᅈཀࡋᆶ੮Һཀᜫϐࣴ .15 ճ٣ᆅᅺγᅺγፕЎǶ мрт ܌زǶ୯ҥύѧεᏢΓΚၗྍᆅࣴٯࡋჹ੮Һཀᜫቹៜϐ-аϣዽਡΓࣁڋችȐ2005ȑǶᐟᓰ݅ .16 ᅺγӧᙍᅺγፕЎǶ Ƕჴ፬εٯЈምᛖᅽճᐒᄬࣁيаᚈчѱ-ز੮ҺཀᜫϐࣴکਏૈǵπբᅈཀࡋךπԾزࣴ܌(ॳӵ(2018݅ .17 ᏢᅺγӧᙍᅺγፕЎǶ ғӸᆶ߄ǶሎεᏢᒌᆶπЈᏢޑᑉ(2016)Ƕଛόଛ?੮ό੮?Ԗᜢ߯:வঁᡏᙍఱᔈΚፋπە݅ .18 ᅺγӧᙍᅺγፕЎǶس زπբᏢࣴޗǶ୯ҥᆵৣጄεᏢزਏૈᆶπբᅈཀࡋϐࣴךπϐቚமૈགǵԾޗࡏֻ(2009)Ƕ҇໔݅ .19 ܌ᅺγፕЎǶ ᔈמֆᗱຽ(2018)ǶЈၗҁჹπբᅈཀࡋϷғఱᅈཀࡋϐቹៜ:ғఱལϐύϟਏ݀Ƕ୯ҥᆵৣጄεᏢࣽ .20 ᅺγፕЎǶسҔᆶΓΚၗྍวᏢ ҥεယεᏢ௲ػวدǶزਏૈᆶπբᅈཀࡋϐࣴךངᓆ(2010)Ƕ୯λભҺ௲ৣϣѦΓ፦ǵ௲ᏢԾ .21 ᅺγፕЎǶ܌زࣴ ǶࠄٯǶΓΚၗྍၗྍᆅࡼǵπբࠨӝࡋᆶ੮Һཀᜫϐᜢ߯-аࢴᇾԿᆵࠄѱᇙΓࣁ(2019)ޱ .22 ΓΚၗྍᆅᅺγϐᅺγፕЎǶسεᏢҾᆅᏢמᆵࣽ ǶЎϯزǴჹঁΓ-ಔᙃࠨӝࡋᆶঁΓ-πբࠨӝࡋቹៜϐࣴ܄ठޑձࠠᄊ܄ձᆶᙍ܄ইৎࣔ(2005)Ƕπ .23 റγፕЎǶ܌زεᏢ୯ሞҾᆅࣴ Ƕ୯ٯǺа C Ϧљπࣁزߎૈ(2012)ǶπբଛǵπբᅈཀࡋǵΓ፦ᆶঁΓቻ่ᄬБำኳࠠϐࣴ .24 εᏢᆅᏢଣᅺγፕЎǶמҥ݅ࣽ Ƕ୯ҥٯȋаύӦࣁزਏૈᆶπբᅈཀࡋϐ࣬ᜢࣴךणࠬѯᏂȐ2006ȑǶ୯λ௲ৣ௲Ꮲԋ௳ᘜӢǵ௲ᏢԾ .25 ᅺγፕЎǶ܌زࣴسѠύ௲ػεᏢᒌᆶᔈҔЈᏢ ǶᆵৣጄεᏢᅺγٯਏՉᎍϐႝ၉Չᎍࣁޔа-زȐ2010ȑǶၮҔᜪઓᆛၡࡌᄬന٫੮ҺኳԄϐࣴދഋ .26 ፕЎǶ ቹៜǶ୯ҥଯৣጄεᏢ௲ػᏢޑਏૈჹ୯λᏢғኧᏢբ߄ךǵҞΕᆶԾۓഋҏ࣓Ȑ1995ȑǶҞ .27 ᅺγፕЎǶس ᅺγፕسǶ୯ҥࡀܿ௲ػεᏢᡏػᏢزਏૈϐࣴךԾځᆶЎȐ2007ȑǶࡀܿᑜᎦៈᐒᄬԴΓҶ໕ݯᕍሡדഋ .28 ЎǶ ᅺγፕЎ୯ҥԋфεᏢǶٯഋߪᓪȐ2006ȑǶቹៜπ੮ҺཀᜫϷᚆᙍӛӢનϐɡ၈ࠔਜ۫ࣁ .29 ܌زεᏢᔼᆅࣴמǶଯलࣽٯɡаੇْࢌ۞ْ໗ࣁزᅽགᆶ੮Һཀᜫϐࣴ۩۔γאᜫדᆢ(2019)Ǵ .30 ᅺγፕЎǶ 31. ໋ൺ(2018)ǶঁΓ-πբଛᆶҾޗೢҺჹππբལᆶ੮ҺཀᜫϐቹៜǺಔᙃᇡӕϐύϟਏ݀Ƕ୯ ᅺγፕЎǶ܌زٛεᏢၗྍᆅϷ،ࣴ Ƕ୯ҥᆵੇࢩεᏢᅺγፕЎǶزႿ੮ҺϐࣴڙࢫሸȐ2016ȑǶۛស 65 ྃಭಭុ .32 ᅺγፕЎǶسጰܴ(2011)ǶៈΓঁΓ-πբࠨӝࡋᆶᚆᙍӛϐቹៜǶߏ۪εᏢᙴ୍ᆅᏢ .33 εᏢၗૻמቹៜǶ୯ҥ༇ࣽޑਏૈᆶπբᅈཀࡋჹ੮ҺཀᜫךǵԾ܄(2019)Ƕ εჴಞᏢғπբފᄃ .34 ᅺγፕЎǶسᆅ ǶεယεᏢᆅᏢଣᅺγӧᙍᅺγፕزਏૈᜢ߯ϐࣴךᄃॕ(2011)Ƕπ૽ግǵঁΓɡπբࠨӝࡋᆶԾ .35 ЎǶ ࣴ܄ᡍޑᜢ߯Ǻ่ᄬБำኳࠠޑਏૈᆶҞᇡӕǵπբᕮਏϷπբᅈཀࡋךѦਸԾہߎғ(2003)Ƕၗૻ .36 тǴ14(1)Ǵ125-147ǶۑמǶᆅࣽز 37. ླྀࢭ◔(2018)ǶሦᏤ॥ჹ੮Һཀᜫϐቹៜ-аϲᎂᐒࣁυᘋᡂኧǶύ୯ЎϯεᏢҾჴ୍ᆅኧՏᅺγӧ ᙍᅺγፕЎǶ
мсй ΓΚၗྍޕՅᓸΚᆶπբᅈཀǵπբΕǵ੮Һཀᜫϐᜢᖄ-аفޑ൛Ȑ2007ȑǶΓၗ៝࠼୍ܺж߄܃ᎄ .38 ߐЬᆅЍࣁፓᡂǶύѧεᏢᅺγፕЎǶ εەǶᓉٯૐᐒߥঅ໗ࣁैޜȋа܄ࡋՉԋਏϐ࣬ᜢڋϷ༅ծىᒘᖰȐ2007ȑǶಔᙃЎϯჹπբᅈ .39 ᏢᆅᅺγӧᙍᅺγፕЎǶ מǶࠄᆵࣽزࣴ܄ᙍᓸΚǵಔᙃϦѳǵғࢲᅈཀࡋᆶ੮Һཀᜫϐᜢᖄޑ⍌య(2018)Ƕ٣ᐒᄬѦᝤ࣮ៈπ .40 ᅺγፕЎǶ܌زҾᆅࣴسεᏢҾᆅᏢ ǶܿֆεᏢᅺγፕЎǶٯᗄѱࣁޔ୯ךᖙལᓄȐ2015ȑǶٛΓπբᅈཀࡋᆶ୍ٛܺࠔ፦ϐǺа .41 εᏢΓΚמаᆣඵችࣁፓᡂǶ୯ҥᔈҔࣽ-زՅᓸΚᆶ੮Һཀᜫϐᜢ߯ࣴفᓪҥܴ(2017)ǶᙍཥᗲΓ .42 ᅺγፕЎǶسၗྍว Ƕύ୯ЎϯεᏢ୯ሞҾٯаࢌϦߐࣁ-زϷԋ൩ᐒჹ੮Һཀᜫቹៜϐࣴ܄ᑵᓉ(2014)Ƕಔᙃππբ .43 ᅺγӧᙍᅺγፕЎǶسᆅᏢ ǺаѠчѱٚ༸٣ࣁزϷ੮Һཀᜫᜢ߯ϐࣴޕՅᇡفਏૈϷॄय़ᆣυᘋπբך൨Ծפᑵऍ࣓Ȑ2010ȑǶπբ .44 ǶሎεᏢᅺγፕЎǶٯ سǶ୯ҥଯৣጄεᏢ௲ػᏢزπբሽॶᢀᆶπբᅈཀϷ੮Һཀᜫᜢ߯ϐࣴޑᚑᒸ(2008)ǶᑜѱኧᏢᇶᏤ .45 ᅺγፕЎǶ ൔزයтǵࣴ מૼࣽہ๏ϐቹៜǶՉࡹଣፁғ 96-97 ԃٮࡋჹമڋᐇ (2010)Ƕៈᖒၗ่ᄬϷᕮਏᅽճەϑખǵֆ .1 /Ծ http://www.doh.gov.tw/ufile/docڗीჄǶ2010 ԃ 10 Д 4 Вزࣴ тǴۑǶ൩ᆶമᜢ߯زϯჹ੮Һཀᜫቹៜϐࣴޗ։ǵૈȐ2012ȑǶයఈပৡǵಔᙃংǵಔᙃ܃؇ .2 Ǵಃ 2 යǴ। 208-235Ƕڔ 2 тǴಃ 120 යǴ13-15ǶۑวޗගϲǶޑਏૈךπբԾޗ؇ቼࣦȐ2007ȑǶፋ .3 4. ݅లޱǵӼฐǵਜȐ2016ȑǶπբᅈཀࡋǴៈΓ੮Һཀᜫ-аᙍኪΚࣁፓᡂኧǶ଼நᆅᏢтǴ 2Ǵ। 43-68Ƕ πբᕮਏϐᜢ߯ǶࡹεᏢൔǴ41Ǵ61-74ǶىӛᆶπբᅈڗֆᓉӓǵዐᎦྍᆶᑫ౺ (1980)ǶϣѦ .5 ಃ 1 යǴpp.123-ڔ ಷᕊǵ݅ඁࡏ(2005)ǶঁΓᆶᕉნଛჹπբᄊࡋᆶՉࣁϐቹៜǶѠᆅᏢтಃ 5 .6 148Ƕ г༵ǵഋׂ࣓(2019)Ƕଯύவၭཥਔж-ᙍఱૐӛӳ҂ٰǶၭࡹᆶၭǴಃ 325 යǴ। 108-109Ƕ .7 ϐჴϩǶ٥ϼᆅຑ܄ೢҺ߄ǵҾᖂఈᆶ୍ᕮਏᜢᖄޗɡزᕮਏࣴޗৎሸ (2000)ǶҾ .8 ಃΟයǴ367-380 ।ǶڔፕǴಃϖ ǴಃΟයǴ। 415-450ǶڔᆶಔᙃᕮਏˇඵችၗҁᢀᗺǶᆅᏢൔǴಃΜΐسৎሸ(2002)ǶΓΚၗྍᆅ .9 ࣴ܄ᡍޑᜢ߯Ǻ่ᄬБำኳࠠޑਏૈᆶҞᇡӕǵπբᕮਏϷπբᅈཀࡋךѦਸԾہߎғ(2003)Ƕၗૻ .10 тǴ14(1)Ǵ125-147ǶۑמǶᆅࣽز ၭ҇ғࢲᆶᅽճǶၭࡹᆶၭǴಃ 91 යǴ। 18-20ǶޑጰֻȐ2000ȑǶၠຫίᕜԃ .11 ࣽᏢᜪ,ಃΟΜΒය, । 20-ޗਏૈໆ߄ϐวǶଯৣεᏢൔǺ௲ػᆶךǶ୯λᏢูբЎԾ(2012)ک҉ .12 45Ƕ 13. ՉࡹଣЬीᕴೀᆛၡ 107 ԃΓΚၗྍፓी - ԃൔǶ ᆛၡၭीၗ၌ǶہՉࡹଣၭ .14 ਜᝤ ǶހБݤǶѠчѱǺੀрزֆ(2005ȑǶҾࣴ .1 ࡾᑫȐ1991ȑǶжۘᏢǶᆵчܿਜֽǶ .2
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мсо Ԍ൯ࡋࣁυᘋᡂኧשᖼວཀᜫϐቹៜ-аޣߡճຬϐߦᎍࢲჹ The Influence of Convenience Store’s Promotion on Purchase Intention -The Discount Rate As a Moderator ഋᄪБ 1 ୋ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ঙ 2ذࢫ ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ஏࡋଯǴᝡݾߚதᐟਗ਼Ƕࣁ֎Ї៝࠼ᆶගϲᎍܭ٩Ᏽᔮ2018ԃीǴѠӅԖᎩৎߡճ۫Ƕҗ ୧ໆǴຬрӚᅿӭኬϯޑߦᎍࢲǹӢԜǴߦᎍࢲԋфᆶցޔௗቹៜࣦᖝǶ Ԍ൯ࡋࣁυᘋᡂኧǴߦᎍࢲύቹៜשሽॶࣁύϟᡂኧǴаޕǴаڔၸᆛၡୢ܈ኬܜ௦ҥཀزҁࣴ ڔ400ҽǴӣԏჴሞԖਏୢڔୢܫᜢᗖӢનǴаբࣁߡճຬೕჄߦᎍࢲϐୖԵǶᕴӅวޑᖼວཀᜫޣ ໆϩǶۓܭӅ368ҽǴԖਏӣԏࣁ92%ǶSPSS 24.0ी೬ᡏ߾ᔈҔ Ԍ൯ࡋȩӧשሽॶȩ໔ௗගଯ៝࠼ϐᖼວཀᜫǹȨޕวǴߡճຬӧߦᎍࢲਔǴёᙖҗȨ่݀زࣴ ߦᎍࢲᆶޕሽॶϐ໔Ԗᡉޑυᘋਏ݀Ƕ Ԍ൯ࡋǵᖼວཀᜫשሽॶǵޕᜢᗖຒǺߦᎍࢲǵ Keywords: promotional activities, perceived value, discount rate, purchase intention
ಃകᆣፕ ङඳزࣴ 1.1 ୯Ѥεৎߡճ۫ᕴᔼ۫ৎኧςቚࣁ11,105ৎǴബᐕԃཥଯǴஏࡋӄךਥᏵᔮᔮೀी2019ԃ5Дۭ 2,401ሹϡၡԋߏᚹϲԿ2018ԃ3,217ሹϡǴόՠೱុ18ԃ҅ԋޑᔼᚐΨևϲଯᄊ༈Ǵவ2011ԃځౚಃΒଯǴ ߏइᒵǴΨԃቚ6.3%Ƕӵკ1-1ǵკ1-2܌Ң
კ 1-1 ߡճ۫ᔼᚐϷԃቚ კ 1ɡ2 Ѥεߡճຬ۫ৎ ၗٰྍ:კʏᔮीೀ ၗٰྍ:კʏᔮीೀ Ъଯஏᐟکय़ᖏВᖿႫޕ෧ຬ۫ৎኧό෧ϸቚँઇৎǴᔼᚐΨ༈ԋߏǴҗԜёܭѠΓαςᖿ ܴѠߡճຬىᔼᚐૈ༈ԋߏǴ೭౦ǴᏇᑽ۶ԜၨࠂǵЪఈӕύלᔼᕉნǴӚߡճຬคόϕ࣬ޑਗ਼ ࢂӄШࣚനࣁᐟਗ਼ᝡݾϐᕉნǶ
мсп ᐒزࣴ 1.2 Ǵՠၸەᎁᕉნᕓ৲ᡂǴߡճຬคݤКε፤ߡڬޑѠ߈ԃٰᥟᔮᕉნВᖿԋዕǴ႟୧ࣚܭҗ ೲٰඹжեሽਏ݀ǹӵϞߡճຬѱςᖿႫזǴᙖҗБߡǵ୍ܺޑೲߡճזБԄǴஒሽඤԋᅿޑᙯඤ ᡂϯǶՠाӵՖޑሡيҁޣǴࢂޣᝡݾޑǴӚৎऩགྷ՞ৢϐӦǴᐱόᘐബཥၟׯᡂǴฅԶӚຬനεک :ᐒԖΒᗺزаҁࣴ܌ᖼວཀᜫǴޣుΕΑှ׳Ǵ൩ाګߙ࿑ޑޣᕇ ǵġޕሽॶᆶߦᎍࢲჹᖼວཀᜫޑ໔ௗᜢ߯ ߦᎍԄίί ޑ ॶǹຬ ܌ຬނ࣪Ǵٗޑౢࠔሽၟߡճࢂ୯Γᒧᖼࠔനख़ाӢનǴӵૈᕇளߎᒲ ൩ࢂଌᜄࠔǴԶᜄࠔૈวචεਏᔈǴשᐒǴԶεϩߦᎍόࢂѺޑٰᚳε܌ߦᎍࢲࢂགྷҐϩѱځǴ а܌֎Ї៝࠼۳ᖼວǴډሽॶǴԶၲޕᙖ೭ߦᎍࢲᇨӢǴᡣ៝࠼ౢғޣុ֎ЇεҞӀΨόଏ॥ዊǴ ϐزߦᎍࢲࢂցёගଯ៝࠼ᖼວཀᜫࣁҁࣴޑགྷߡճຬزߎሌᅈಙǴࡺҁࣴޑߦᎍΠٰǴԖ٤Ҿᖺ ЬाᐒǶ ቹៜޑሽॶޕߦᎍࠔჹډԌ൯ࡋελࢂցυᘋשΒǵġ Ԍ൯ࡋຫשᕉǴၟߦᎍࢲΨԖ౦Ԕӕπϐ֮ǹޑᖼວཀᜫਔǴёᇥࢂ࣬ख़ाޣԌ൯ࡋӧש ϐЬाᐒΒǶزሽॶǴԶჹᖼວཀᜫౢғቹៜǴԜࣁҁࣴޕଯޑଯਔǴࢂցυᘋߦᎍࢲჹ៝࠼ ޑҞزࣴ 1.3 ǶزࣴޑᐒǴЇҙрΠӈزङඳᆶࣴزࣴޑਥᏵॊ ᖼວཀᜫǶޑ.ߡճ۫ӵՖၸߦᎍࢲٰቚу៝࠼ ᖼວཀᜫǶځගϲܭሽॶࢂցԖշޕޑΒ.៝࠼ჹߦᎍࢲ ሽॶǶޕޑԌ൯ࡋࢂցቹៜ៝࠼ჹߦᎍࢲשޑΟ.ߦᎍࢲ
ಃΒകЎ ځࢂޑӧཀ܌ᖼວཀᜫǴฅԶ៝࠼۳۳ځߦᎍࢲǴࢂցቚуޑၸЎǴ៝࠼ჹߡճຬزҁࣴ שکሽॶǵᖼວཀᜫޕǴӆଞჹߦᎍࢲǵزကϷ༼࣬ᜢࣴۓԌ൯ࡋǴϞᙖҗᙁൂϟಏߦᎍࢲשሽॶᆶޕ Ԍ൯ࡋѤঁᄬय़ٰ࣬ᜢЎǶ 2.1 ߦᎍࢲ ЋݤǴѬόՠૈޑـᐟதڈख़ाᕉϐǴߦᎍ(Promotion)ΨࢂҞቷҔٰޑߦᎍࢲࢂҾՉᎍࢲ ࣮ݤǴAmericanޑԖόӕޣߦᎍόӕᏢܭБݤǶჹޑᖼວኅఈǴΨૈӧอයϣගϲᎍ୧ᔼᚐനԖਏޣᐟว ၮځᎍǴޑΓ܈ၮҔቶܭࢌᅿՉᎍࢲǴԖձޑڗ႟୧௦کMarketing Association (1960)ᇡࣁߦᎍࢂᇙ ፦ǶEngel and Blackwel(1982)ᇥߦᎍࢂ܄อයܭឦځǴ୍ܺ܈ౢࠔޑۓᖼວࢌޣᐟڈǴڀπ܈ҔӚᅿᇨӢ Ԗ ӣ ൔ Ԅ ޑ Չ ᎍࢲǴჹε܈೯ၡԋޑᅿᇨวࢲǶߪम(1997)ᇥߦᎍࢂቷࣁΑҥջӦගϲᎍ୧ ᎍჹ܈ᐟ៝࠼ڈܭӧޑǴҞڀอයᇨӢπޑอයᇨӢǶKotlerȐ2000ȑᇥѬࢂᅿхࡴӚᅿӚኬޑڗ௦܌ߎᚐ ܈ᖼວϸᔈǶ݅ໜሺ(2015)ᇥ೭ࢂቷᙖՉᎍ೯ၡǴஒౢࠔᎍ๏ύ໔ޑਗ਼܈ౢғҥջ୍ܺ܈Ҟౢࠔۓ നԖਏБݤǶޑޣ ౢғᑫ፪ǴޣᐟڈሽॶᇨӢǴٮ٠ᙖҗග৲ૻޣޕࢂӧޑ࣮ݤǴߦᎍࢲҞޑߦᎍޣᆕᢀаӚᏢ ӵΠǺ܄ӅӕځᖼວՉࣁǴගଯᔼԏΕǶޑޣߦૈ׳य़ཇεǴЪـޣЪᎎഋӈཇӭǴౢࠔᆶ ᖼວᇨӢǴЪၸᇨӢౢғᖼວཀޑᅿᚐѦӣ㎸๏៝࠼ޑޣ܈วǵ႟୧ץᔈ๏ٮ) ߦᎍࢲЬाࢂ) ᜫǴബҥջ܄ޑᎍ୧ኧໆǶ Ƕڋය໔ज़ޑۓǴЪԖ܄Β)εϩߦᎍࢲࢂᅿอය) ǵ႟୧ǵϷᎍΟᜪǶޣჹຝǴ٩ߦᎍჹຝϐόӕǴёಒϩࣁۓΟ)ߦᎍࢲࢂԖଞჹ) ᔕѝزǴԶҁࣴޣჹຝёϩࣁᎍǵ႟୧ϷޑကǴวߦᎍࢲۓޑჹߦᎍࢲޣਥᏵॊӭᏢ ကۓΨᇥߦᎍޣǴԶόԵቾჹᎍǵᎍ୧ΓߦᎍǹԶKotlerȐ2000ȑᏢز࠼уаࣴ៝ޑჹߦᎍࢲჹຝύ ᖼວϸᔈǶޑਗ਼܈ౢғҥջ୍ܺ܈Ҟౢࠔۓᎍჹ܈ᐟ៝࠼ڈࢂӧޑǴҞڀπޑอයᇨӢܭǴឦޑࢂӭኬϯ мср 2.2 ޕሽॶ ܌ჹౢࠔځሽॶࢂ៝࠼ӧᑽໆޕᑽໆǶZeithaml (1988) ᇡࣁޑሽॶஒঁౢࠔຎࣁȨ๏ȩᆶȨளȩϐ໔ޕ ϣЈޑࡕ୍ܺ܈ౢࠔڗሽॶࢂ៝࠼ӧᕇޕਏҔຑǴMonroe(1990)Ψᇡࣁ܄ᡏޑ܌ϐࡕǴډбрᆶள ޕᇡ܌ځሽॶǴԶόࢂӢࣁ೭ౢࠔޕᇡޑനଯڗགϷԋҁᑽǹԶԙ҉҅(2010)Ψᇡࣁ៝࠼ᜫཀЍбࢂӢவжሽύᕇ ճᆶбрԋҁ࣬ϕКၨࡕளޑϣᕇள୍ܺ܈ӧၸำύǴவౢࠔޣሽॶࢂޕനଯࠔ፦Ƕ؇ػ◔(2013)ᇥޑ бޕᆶڗᕇޕǴёຎࣁ៝࠼ޑຝΨࢂӭख़ᄬय़ࢂόܰᑽໆܜࢂޕǶጰమ൫(2014)ᇡࣁڙᡏຑሽᆶགޑډ ӆᖼཀޣሽॶࢂޕޣᆶᕴᡏຑǴԶวғᕴᡏфҔǶParasuraman and Grewal(2000)߾ᇡࣁڗ௭ޑр໔ ᕭอཛྷ൨ਔ໔ǴуೲޣሽॶǴԜҽ٬ޕයఈԶ܈ᡍޑӧբ،ਔӢӃޣख़ाղᘐӢનǶޑᜫ ᖼວཀᜫΨຫଯ(Dodds and Monroe, 1985)Ƕځሽॶຫଯਔޕޣϐ،Ǵނᖼ ࡋಒᇥܴԜفᡏຑǴҔѤঁޑ܌ࡌᄬᡏǴࢂჹౢࠔਏҔޑሽॶࢂঁଯࡋፄᚇޕZeithaml(1988)ᇡࣁ ޕޑሽॶǶ ջࣁԖଯሽॶǶقԶޣࠔǴჹޑچሽש܈שӵѺٯ) ሽॶࢂեሽǺ) ൩ࢂԖሽॶǶޑǵளᅈཀޑࢂԖځډڙԜౢࠔǴགډགྷளޣౢࠔǺޑ׆ఈ܌Β) ሽॶࢂ) Զౢғܢᜢ߯ǴΒ࣬ϕޑࠔ፦໔يЍбϐԋҁǴᆶౢࠔҁ܌ࣁౢࠔޣࠔ፦Ǻޑډள܌Ο) ሽॶࢂбрሽ) ޑሽॶǶ ȨளȩᆶȨ๏ȩᑽໆԶғϐሽॶǶޑၸำύނϪǺӧᖼޑډѤ) ሽॶࢂбрࡕள) 2.3 ᖼວཀᜫ ᖼວཀᜫǶޑޣдӢનբҔǴԋځᄊࡋуޑჹࢌౢࠔޣЬᢀཀǴޑՉࣁۓཀᜫࡰঁΓவ٣ ǶSchiffman and Wisenblit (2015)ᇡࣁ៝ۺཷޑᜫཀᖼວޣǴж߄܄ౢࠔϐёૈۓMoutinho (1987)ᖼວࢌ ࠼ӧᖼວౢࠔޑΠჹౢࠔՉຑޑ่݀ջࣁᖼວཀᜫǴཀᜫຫεᖼວᐒຫεǴԜϸࢀр៝࠼ޑ҅य़ᖼວཀ ౢࠔǴࢂЈ߄ޑࢌঁሡيӝԾډᒍǶӧ୯ϣЎύǴԙඵ፣(1989) ཀᜫࢂ៝࠼ᖼວ܍ޑᜫஒԋ҅ӛ ޑᖼວǴࢂՉޑࠩǶᆝ(2016)ޣԖཀᖼວࢌౢࠔ܈୍ܺϐीฝǶ Ԍ൯ࡋש 2.4 ࡌሽǵϐޑৡຯǴୖԵ୧ሽёૈࢂቷޑჴሞሽᆶୖԵ୧ሽϐ໔ޑԌ൯ࡋȐdiscount levelȑ ࢂࡰࠔש ሽৡǶBerkowitz and WaltonȐ1980ȑޑ࣪Π܌ԌౢࠔשΑှᖼວޣԌ൯ࡋё٬ש୧ሽǴࡺޑޣᝡݾ܈୧ሽޑ ࡰǶޑౢࠔё࣪ΠӭϿߎᒲޑၲǴᖼວቶύޣԌ൯ࡋࢂӛש Ѡߡճ۫วў 2.5 ࣁȨв۫ȩǴЬाೡ፤ӚᅿৎҔࠔᆶ१ࠔڥᅿ۫ኳԄǴѠመࠄᇟᆀޑᚇ۫ࢂѠԐයനՉ Ǵߡճਔжᡂᎂᆶޣж߄ǶՠᒿޑښࢂкᅈᐚᐚΓ׳Ǵ҇ғሡى႟୧Ǵғࢲύό՞ԖৢϐӦǴΨᅈޑ ᚶᙑᚇ۫൳ЯςόൺӸӧǴᒿᚇޑΕྐ๊ნӦǴΖ႟ԃжᡠ१в۫Ǵв۫ΨᄌᄌӦޑ۫ ᖐҞᅰࢂߡճ۫Ƕ׀ӧຉᓐࡅوᅌԄ༾Ǵ۫ ӑຝǴޑჹȨᚇ۫ȩޣϐࡕǴߡճຬᄇۭᜬᙟΑ 11-7 ޑԾ҇୯ 1979 ԃҾЇऍ୯ࠄБϦљ ಞᄍǴв۫ӢԜӧѱໂᄌᄌӦނගϲǴᖿ༈ᡂϯׯᡂΑᖼޑᚇ۫ࠠᄊΨӢࣁ୯҇ғࢲНྗ ஏࡋϐനǴѠځೲǴ࣮זѨǶ೭ຬЎϯᗨྍԾ୯ѦǴՠӧѠᐕࠠᄊӭϡᄽᡂϷᖿ༈ᡂϯ ᡣӄШࣚࣁϐᡋᡦǶ׳ຬЎϯ
БݤزಃΟകࣴ ǴڀπزբࣁࣴڔଷǴ٠ՉीୢزࢎᄬǵࣴزᐒϷЎࣁፕ୷ᘵԶࡌҥࣴزҁകЬाਥᏵࣴ ϐଷǶزϩϷᘜϩٰᡍҁࣴ܄٠Ҕᇆჴၗբৡ౦ ࢎᄬزࣴ 3.1 ҢǺ܌ࢎᄬკӵკ3-1زϐࣴزҁࣴ
мсс ࢎᄬკزკ 3-1 ࣴ ଷزࣴ 3.2 ύᇥزԖᡉϐৡ౦Ƕᆢণ(2009)ࣴڀቹៜࢂޑሽॶޕޣߦᎍࢲჹޑύᇥόӕزߋऍ(2007) ࣴ மǵ݅లऍᆶΟશ(2009)ၯ༜ߦᎍБਢჹדሽॶᆶᖼວཀᜫԖᡉቹៜǶǶᗛޕޑວίଌԭࢲჹ៝࠼ ёፕߦᎍࢲዴزԖ҅ӛቹៜǶࡺᆕӝॊࣴڀሽॶޕ࠼៝ܭᡉҢߦᎍБਢჹزሽॶϐቹៜǴΨࣴޕਓ࠼ܭ :ගрزᇥݤǴҁࣴޑޣሽॶᆶᖼວཀᜫևᡉቹៜǹӢԜᆕӝаᏢޕޑޣჴჹ Ԗᡉ҅ӛቹៜڀሽॶޕH1: ߦᎍࢲᆶ ᐒஒຫεǶޑᖼວځ࣪ǴޑሽǴᇡࣁёаᕇளߎᒲޑౢࠔۓჹࢌޣύزDodds et al., (1991)ࣴ ୯ϣ݅܃։Ȑ2001ȑӧᜄࠔߦᎍࢲǴᜄࠔޑᒧǴёଛӝЬౢࠔճǴаቚуᡏߦᎍಔӝޑሽॶǴԶቚу ǶԶယ◖ǵڀߦᎍπޑᖼວཀᜫǶ᐀ߙᆶጰܿ(2005)ҭගрᜪ՟࣮ݤǴᇡࣁሽߦᎍࢂҾࣚനதҔޣ ۺᖼວཀᜫǶഋޣᙖаගଯૈ׳ύᇥၸߦᎍࢲǴӵቶᆶំǵ࠹ࢲǴزࣴ (2007) ޱۑᙁዝᆶֈ ࠔจـᖼວཀᜫǴёځቚуޣᡣ׳ᜄࠔǴӵ݀ࢂԖࠔจޑวߦᎍࢲଌрزㅹǵ৪ྷጪᆶЦΞ(2008)ࣴ ߦᎍϷߎ܄ǴჴߚߎᒲزࣴޑᖼວཀᜫǶ࣓(2014)ଞჹߡճ۫ߦᎍࢲჹᖼວཀᜫቹៜޣԖค ᇡޣزፕᗺǴҁࣴޑޣԖቹៜΚǶᆕӝॊᏢڀߦᎍࢲന܄ύаߎᒲځቹៜǴޑԖ҅ӛڀߦᎍჹᖼວཀᜫ֡܄ᒲ ࣁߦᎍࢲቹៜޣޑᖼວཀᜫǴࡺፕраΠ: H2ǺߦᎍࢲჹᖼວཀᜫԖᡉ҅ቹៜǶ ᇡࣁᖼວཀᜫࢂࡰزϐᖼວཀᜫຫଯǶChang and Wildt(1994)ࣴޣሽॶຫుǴ߾߄ҢޕZeithaml, 1988)ᇥ) ޣᖼວౢࠔޑёૈ܄ǴΨࡰрޣჹܭౢࠔޑ៝࠼ޕሽॶཇଯǴᖼວ၀ࠔޑཀᜫΨཇଯǶࠔሽᒲК ៝࠼ёаௗયޑሽᒲեਔǴ៝࠼܌วғޑޕǴᖼວཀᜫஒගϲ(Dodds, Monroe & Grewal, 1998)Ƕᖼວཀᜫ೯த ,Ψ൩ཇଯ Dodds,Monroe܄ሽॶཇεǴ៝࠼၀ࠔёૈޕǶ܄࣬ᜢޑሽॶԖࡐεޕޑࠔܭ࠼ჹ៝ک ሽॶբࣁޕሽॶ୍ܺǴԶаޕ܈ᆶЍр໔ཤଜჹࠔڗጰЎഩ(2005ȑΨᇥ៝࠼ӧᕇޣGrewal, (1991)Ƕ୯ϣᏢ & ჹౢޣǴଯࡋቹៜޕޑวၸࠔจࠔ፦Ǵࠔจӄౚϯز٩ᏵǶමကܴǵഋችृ(2008)ࣴޑᖼວǵᖼວՉࣁ :ሽॶቹៜᖼວཀᜫǴࡺፕраΠޕᇡࣁޣزᇥ ݤǴ ҁࣴޑޣ ᖼວཀᜫǶᆕӝ аᏢޑࠔ Ԗᡉ҅ӛቹៜǶڀሽॶჹᖼວཀᜫޕ:H3 ځౢࠔౢғᔮ࣪ᇨӢǴቚуډޕޣեਔǴ׳ሽКচٰ୧ሽޑDommermuth (1989)ቷрౢࠔ ሽޕޣሽॶ҅ӛቹៜᖼວཀᜫǴ߄Ңޕځޣଢ଼ೱᙹڜᖼວཀᜫǶఉᓪᆶഋࡹᣜȐ2009ȑ ځۓ،ࡘԵٰ܄܈٠ߚࢂၸߦᎍޣǴޕЎ௶ॊёаளޣдᏢځॶཇଯǴᖼວཀᜫཇமǶҗаკТϷ ࢂցᖼວࠔǴԶࢂၸࠔޑຑሽǵ୧ሽӚᅿѦӧӢનޑϯբҔǴӆࡌᄬрঁΓޕ܌ᕇளޑሽॶᆶճǴ ሽॶཇޕሽॶǴ៝࠼ޕ࠼៝ډЎፕߦᎍࢲዴჴቹៜޣωౢғᖼວཀᜫǴӢԜҗаᏢ ᏤଷزᖼວཀᜫΨගϲǴࡺҁࣴځଯǴ Ԗύϟਏ݀ڀሽॶӧߦᎍࢲჹᖼວཀᜫϐ໔ޕH4Ǻ שԌుࡋཇଯਔǴ៝࠼ᖼວཀᜫΨᒿϐගϲǴКଆեשǴزࣴޑЦΞȐ1993ȑӧߦᎍࢲჹ៝࠼ᖼວՉࣁ Ԍ൯ࡋשǴ೯தۓԌ൯ࡋԶשफ़ሽځԌᓬඁ൩ᖼວǴᔠຎࠔၟຎשሽॶǴՠΨόӄฅԖޕ֎Ї៝࠼׳Ԍ ፕрزᇥݤǴҁࣴޑޣᏢزࣴکቹៜǴӢԜᆕޑሽॶჹߦᎍࢲޕຫଯ֎Ї൩ຫεǴΨຫૈѰѓচࠔϐ υᘋਏ݀ޑሽॶϐ໔ԖᡉޕԌ൯ࡋӧߦᎍࢲᆶשH5Ǻ
мст ကۓߦᎍࢲᏹբࠠ 3.3 Ԍ൯ࡋѤঁᡂኧǴӚᡂኧשሽॶǵᖼວཀᜫᆶޕх֖ߦᎍࢲǵزଷᇥǴҁࣴزਥᏵॊᡍගрϐϐࣴ ကӵΠǶۓ܄ᏹբޑ ҢǶ܌ ကᆶᑽໆӵ߄ 3-4ۓᏹբޑϐߦᎍࢲᄬय़زҁࣴ ကᆶᑽໆୢۓᏹբࠠޑ߄ 3-4 ߦᎍࢲᄬय़ က ᑽໆୢۓᄬय़ ᏹբࠠ
Ƕךߦᎍࢲߚத֎Їޑߡճຬ .1 Εߡճ۫ךߦᎍࢲǴගଯޑߡճຬᗺիඤ .2 ᐟวޣᖼວኅ ኅఈǶ ఈǴΨૈӧอයϣ ॶǶ܌ຬނளԖךᗺիඤࢲǴᡣޑߦᎍࢲ 3. ߡճຬ ගϲᎍ୧ᔼᚐന Ƕךज़ໆߦᎍࢲǴ֎Їޑ܄ۑߡճຬ .4 БݤǶޑԖਏ ளԖሽॶǶךᜄࠔԏǴᡣޑ܄ߡճຬਔਏ .5 ᑫ፪ǶޑᖼວךߦᎍࢲԶගଯޑӢߡճຬך .6 ༼زҁࣴ ကۓሽॶᏹբࠠޕ 3.4
ሽॶޕϐزϐЎٰᑽໆǴҁࣴޣǴ٠অ҅Ծጰݒ(2014)Ꮲޣ௦Ҕ Sweeney and Soutar (2001)Ꮲزҁࣴ ҢǶ܌ ကᆶᑽໆӵ߄ 3-5ۓᏹբޑᄬय़ ကᆶᑽໆۓᏹբࠠޑሽॶᄬय़ޕ ߄ 3-5
က ᑽໆୢۓᄬय़ ᑽໆᄬय़ ᏹբࠠ ӭਔ໔ךளӧ೭ৎ۫ёа࣪ך.ᔮሽॶ ៝࠼ᇡࣁ٬Ҕ၀ౢࠔǴёૈᕇளอය 1 ߎᒲǶک ߏයԋҁ෧Ͽ܈ Ƕޑॶ܌ຬނளӧߦᎍࢲਔǴࢂך.2 ׆ఈߡճ۫ૈਔதᖐᒤߦᎍࢲǶך.3 ޕ ӑޑளӧ೭ৎ۫ૈ๏Γᆶ όӕך.ӦՏᆶЎϯၰቺӢન 4ޗаޣ ሽॶ ԖϐຝቻཀကǶ ຝǶڀ܌ሽॶ ٰᑽໆࠔޗ Ƕޑளӧߡճ۫ǴࢂϦѳูজคුך.5 фૈǵਏޑيᖼວౢࠔҁ܌ჹޣ ޑ܄ࠔ፦ठٮளӧ೭ৎ۫ૈගך.фૈሽॶ 6 ࠔ፦ᆶჴޕჴᡏᕮਏٰᑽໆǴᇡ܈Ҕ ࠔǶ ҔޑКၨ ሡाǶޑךᇡࣁ೭ᜄࠔ಄ӝך.7
ज़ໆᜄࠔǶޑᐱԖٮග܌഻ԏ۫ך.8 ޑሽॶٰԾౢࠔЇଆޑᕇள܌ޣགሽॶ ǶڙགޑᇡࣁԖ೭ᜄࠔૈٰඍ৹ך.9 ڙ഻ངག܈ག
༼زҁࣴ
мтй ကۓᖼວཀᜫᏹբࠠ 3.5
ϐᖼວཀᜫᄬزᆶཀᜫǶҁࣴ܄ᐒǵёૈޑǴࣁ៝࠼ᜫཀՉᖼວࢌౢࠔ܄ёૈޑᖼວཀᜫࢂࡰҾკᖼວԜౢࠔ ҢǶ܌ ကᆶᑽໆӵ߄ 3-6ۓᏹբޑय़
ကᆶᑽໆۓᏹբࠠޑ߄ 3-6 ᖼວཀᜫᄬय़
က ᑽໆୢۓᄬय़ ᏹբࠠ ߦᎍࢲԶᖼວǶޑӢߡճຬך .1 ԶᖼວࠔϷᇆߡճ܄ԖჴҔڀӢࣁᜄࠔך .2 ࠼གྷाᖼວ၀ ۫ᅈᚐᗺᜄࠔǶ៝ ᖼວཀᜫ ᖼວ፪ǶǶޑךᜄଌࠔቚу .3 ܄ёૈޑౢࠔ १ޑᜫཀᙚᒃܻӳ϶ᖼວߡճ۫ಔӝߦᎍך .4 ࠔǶ ༼زҁࣴ
ကۓԌ൯ࡋᏹբࠠש 3.5
ၲߦᎍࢲёޣԌ൯ࡋࢂӛשက٠অ҅ࣁȨۓޑԌ൯ࡋש௦ҔBerkowitz and Walton(1980) ჹزǴҁࣴ Ң܌ကᆶᑽໆӵ߄3-7ۓߎᒲ൯ࡋȩǶޑ࣪
ကᆶᑽໆۓᏹբࠠޑԌ൯ࡋᄬय़ש ߄ 3-7
က ᑽໆୢ ୖԵٰྍۓ ᄬय़ ᏹբࠠ
Ԍ൯ࡋӧӭϿаǴωቚשሽޑߡճ۫ & Ԍ൯ࡋ Berkowitzשሽ ᖼວཀᜫǶޑךу ᖼ WaltonޑךཇଯਔǴ (ש ɍԿϿ20%(8 (ש Ԍ൯ࡋ ɍԿϿ10%(9ש ວཀᜫ൩ཇଯ (1980) (ש ɍԿϿ40%(6 (ש ɍԿϿ30%(7 ٠уаঅ҅ Ƕ (ש ɍԿϿ50%(5
༼زҁࣴ ӣԏڔୢ 3.6 Ԗ368ڔࣁ32 ҽǴԖਏୢڔǴᑔᒧคਏୢܫჴᡏߡճຬ۫วکፓڔၸᆛၡୢ܈ኬܜ௦Ҕҥཀزҁࣴ ҽǶ
ᆶၗϩ่݀زಃѤകࣴ ԛǴֹځж߄ϐ֖ကǶ܌ॊ௶ϩǴٰӚᄬय़ϐྗৡᆶѳ֡ኧϩթǴ٠܄ଞჹᡂኧϐኬҁՉ௶ॊ ࢎᄬǶزӚଷϷࣴزၗϩБݤǴٰᡍҁࣴޑॊ௶܌ၗࡌᔞǴ٠ҔಃΟകڔԖਏୢ܌ԋ
ж߄ϐཀကǴΨᡍ܌ॊ௶ϩǴٰӚᄬय़ϐѳ֡ኧᆶྗৡϩթǴ٠܄ଞჹᡂኧϐኬҁՉ௶ॊ ࢎᄬǶزଷϷࣴزҁࣴ ӣԏ่݀ڔୢ 4.1
Ԍ൯ࡋשሽॶࣁύϟᡂኧǵаޕቹៜǴ٠аޑߦᎍࢲჹᖼ፤ཀᜫޑჹߡճຬޣЬाزҁࣴ 109ԃ1Д15ВԿܭǴܫჴᡏߡճຬ۫วکፓڔၸᆛၡୢ܈ኬܜǴ௦Ҕҥཀزࣴ܄ឦӄ࣪زࣁυᘋᡂኧǶҁࣴ ǴڔӣԏࡕǴՉᑔᔠմନคਏୢڔ400ҽǴӣ ԏ 400ҽǶୢܫӅीวڔᆶӣԏǴୢܫวޑڔ109ԃ2Д17ВՉ҅Ԅୢ ڔࣁ 32ҽǴԖਏୢڔǴᑔᒧคਏୢڔǴຎࣁคਏୢޣ༤เ܄ϣऩឦߚ҅தڔୢޑ༤ቪ܌ߞࡋǴزаխቹៜࣴ
мтк Ԗ 368ҽǶ 4.2 ኬҁ่ᄬϩ Ԗ368ҽǶڔࣁ32ҽǴԖਏୢڔǴᑔᒧคਏୢܫჴᡏߡճຬ۫วکፓڔၸᆛၡୢ܈ኬܜ௦Ҕҥཀزҁࣴ аޣೖڙύځғ՞ 41.0ʘ(N=151)Ǵζғ՞ 59.0ʘ(N=217)ǴتձБय़Ǵ܄ҢǴӧ܌ ϐኬҁၗ(N=368)Ǵҗ߄ 4-1زҁࣴ %18.2ک ǴӚ՞ 19.6%ྃ 40~31کྃ ԛࣁ41~50ځӭǶԃសቫа 21~30 ྃۚӭǴ՞33.7ʘ(N=124)Ǵۚ܄ζ നӭǴ՞ 34.0ʘޣೖڙӭǴ՞ 52.7ʘ(N=194)ǶӧДԏΕБय़Ǵа 20,000ϡаΠϐۚޣೖڙޑǹεᏢ()ำࡋϐ௲ػำࡋ ԛࣁ20,000~40,000ϡǴ՞29.9ʘ(N=110)ǶځN=125)Ǵ) 4.3 ߞࡋϩ ਥᏵNunnally(1978)ගрլໜЃᇲ߯ኧ(Cronbach's alpha)ॶεܭ 0.7 ឦଯߞࡋǴ 0.3 Կ 0.7 ϐ໔ࣁύߞࡋǴ եܭ 0.3 ߾ࣁեߞࡋǶԶӚᄬय़ϐCronbach's αॶǴߦᎍࢲ(0.876)ǵޕሽॶ(0.840)Ǵᖼວཀᜫ(0.842)ࣣεܭ 0.7Ǵ ጄൎǶڙ߄ҢӚᡂኧߞࡋၲௗ 4.4 ΓαीᡂኧᆶӚᄬय़ϐৡ౦ϩ Ԍ൯ࡋѤשሽॶǵᖼວཀᜫϷޕձǵԃសǵ௲ػำࡋǵᙍǵДԏΕ)ӧߦᎍࢲǵ܄)Γαᡂኧޑόӕ дΓαᡂኧϐৡ౦Ǵऩၲᡉৡ౦ਔǴځձ໔ϐৡ౦ǴќаൂӢηᡂ౦ኧϩ܄ϩۓǶаᐱҥኬҁtᔠ܄ৡ౦ޑᄬय़ঁ ৡ౦ǶޑǴղձஒӚಔ໔ۓӆаഓݤ(Scheffe)٣ࡕϐᔠ 4.5 ࣬ᜢϩ ጕᜢ߯Ƕ Pearson ࣬ᜢ߯ኧϟޔԖڀӚᄬय़໔ࢂցۓǴаዴڀ௦Ҕ Pearson ࣬ᜢ߯ኧϩբࣁᔠᡍπزҁࣴ ளۓᔠޑPearson ࣬ᜢ߯ኧ ޑ ᜢ߯ຫமǶਥᏵ߄ 4-1ޑჹॶຫௗ߈ 1Ǵ߾߄ҢΒঁᡂ໔๊ځϐ໔Ǵ 1+ډ 1-ܭ ሽޕ(Ԗύଯࡋ҅ӛ࣬ᜢǶ(2ڀሽॶǵᖼວཀᜫΒޕ࣬ᜢ߯ኧ֡ၲᡉНྗǹ(1)ߦᎍࢲᆶޑǴӚᄬय़໔ޕ ॶᆶᖼວཀᜫࣁύଯࡋ҅ӛ࣬ᜢǶ
߄4-1 Ӛᄬय़໔࣬ᜢϩ߄
ሽॶ ᖼວཀᜫޕ ᡂ ߦᎍࢲزࣴ
ߦᎍࢲ 1.000
ޕሽॶ 0.707** 1.000
ᖼວཀᜫ 0.742** 0.700 ** 1.000
ຏ:*ࣁ p < 0.05Ǵ**ࣁ p < 0.01Ǵ***ࣁp < 0.001 4.6 ᘜϩ
Ӣ݀ᜢ߯ՉᡍǴޑࡕǴҁ٬ҔӭϡᘜϩБݤǴଞჹӚᄬय़໔܄࣬ᜢޑӚᄬय़໔ၲᡉޕӧύள ሽॶǵᖼວཀᜫΟঁᡂኧՉӭϡᘜϩޕӢ݀ᜢ߯ࢂցӸӧǶҁϩձჹߦᎍࢲǵޑϐଷύزዴᇡҁࣴ Ƕ ǵġߦᎍࢲჹޕሽॶϐቹៜ ߦᎍࢲჹޕሽॶՉӭϡᘜϩǴ่݀ӵ߄4-2܌ҢǴӚᄬय़VIFॶࣣλܭ10Ǵ߄ҢԾᡂኧ໔คܴᡉޑӅ ԖှញΚЪଛࡋؼӳǶӢڀ߯ኧAdj-ܴଶ = 0.499Ǵ߄ҢҁӭϡᘜۓୢᚒǴp =0.000<0.05ǴࣣၲᡉྗǶղ܄ጕ Ԗᡉ҅ӛቹៜǴԋҥǶڀሽॶޕԜǴଷ H1Ǻߦᎍࢲჹ
мтл ߄ 4-2 ߦᎍࢲჹޕሽॶϐᘜϩ߄
Ծᡂኧ ߯ኧ t ॶ p ॶ (தኧ) 1.404 13.567 0.000*** ߦᎍࢲ 0.590 19.128 0.000***
Adj-ܴଶ= 0.499 ኳԄ F = 365.895 p = 0.000*** ሽॶޕ٩ᡂኧǺ.ຏǺ1 2.*ࣁ p < 0.05Ǵ**ࣁp < 0.01Ǵ***ࣁ p < 0.001
Βǵߦᎍࢲჹᖼວཀᜫϐቹៜ ߦᎍࢲჹᖼວཀᜫՉӭϡᘜϩǴ่݀ӵ߄4-3܌ҢǶӚᄬय़VIFॶࣣλܭ10Ǵ߄ҢԾᡂኧ໔คܴᡉޑӅ ԖှញΚЪଛࡋؼӳǶӢԜǴڀ߯ኧAdj-ܴଶ = 0.549Ǵ߄ҢҁӭϡᘜۓୢᚒǴp =0.000<0.05Ǵၲᡉྗǹղ܄ጕ Ԗᡉ҅ӛቹៜǴԋҥǶڀଷ H2Ǻߦᎍࢲჹᖼວཀᜫ ߄ 4-3 ߦᎍࢲჹᖼວཀᜫϐᘜϩ߄
Ծᡂኧ ߯ኧ t ॶ p ॶ
(தኧ) 0.629 4.699 0.000*** ߦᎍࢲ 0.843 21.152 0.000***
Adj-ܴଶ=0.549 ኳԄ F = 447.419 p = 0.000*** ٩ᡂኧǺᖼວཀᜫ.ຏǺ1 2.*ࣁ p < 0.05Ǵ**ࣁp < 0.01Ǵ***ࣁ p < 0.001
Οǵޕሽॶჹᖼວཀᜫϐቹៜ ޕሽॶჹᖼວཀᜫՉӭϡᘜϩǴ่݀ӵ߄4-4܌ҢǶӚᄬय़VIFॶࣣλܭ10Ǵ߄ҢԾᡂኧ໔คܴᡉޑӅ ԖှញΚЪଛࡋؼӳǶӢԜǴڀ߯ኧAdj-ܴଶ = 0.489Ǵ߄ҢҁӭϡᘜۓୢᚒǴp =0.000<0.05Ǵၲᡉྗǹղ܄ጕ Ԗᡉ҅ӛቹៜǴԋҥǶڀሽॶჹᖼວཀᜫޕଷH3Ǻ ߄ 4-4 ޕሽॶჹᖼວཀᜫϐᘜϩ߄
Ծᡂኧ ߯ኧ t ॶ p ॶ
(தኧ) 0.210 1.217 0.224
ޕሽॶ 0.954 18.751 0.000***
Adj-ܴଶ=0.489 ኳԄ F = 351.597 p = 0.000***
٩ᡂኧǺᖼວཀᜫ.ຏǺ1 2.*ࣁ p < 0.05Ǵ**ࣁ p < 0.01Ǵ***ࣁ p < 0.001
мтм 4.6 ޕሽॶϐύϟਏ݀
ᡯǴᡍΟޑගр܌(ਥᏵ Baron and Kenny (1986 ύϟᡂჹ٩ᡂኧ֡ԖᡉቹៜǴکԾᡂኧ.1 2.ԾᡂኧჹύϟᡂኧԖᡉቹៜǴ ௗਏ݀ӧуΕύϟᡂࡕǴϝޔޑቹៜΚǴऩԾᡂჹ٩ᡂޑύϟᡂΕᘜԄࡕǴफ़եԾᡂኧჹ٩ᡂ.3 ևᡉਔǴ߾ࣁϩύϟਏ݀ǴऩᙯᡂࣁόᡉਔǴ߾ࣁֹӄύϟਏ݀Ƕ ߦᎍࢲᆶᖼວཀᜫϐ໔ύϟਏ݀ᡍǴջӧᡍȨߦᎍࢲȩჹȨᖼວཀᜫȩޑቹៜำࡋࢂցӢуΕȨޕ ሽॶȩԶԖቚமޑਏ݀ǻҭջȨߦᎍࢲȩࢂցᒿȨޕሽॶȩޑቚу܈෧ϿԶჹȨᖼວཀᜫȩޑቹៜำࡋΨຫ ޕаȨߦᎍࢲȩࣁԾᡂኧǴȨزၡ৩ਏ݀კǶҁࣴޑ ෧ϿǻᘜϩǴӵ߄ 4-5 Ϸკ4-1܈ᒿቚу ޔޑȨߦᎍࢲȩჹȨᖼວཀᜫȩޕሽॶȩࣁύϟᡂኧǴȨᖼວཀᜫȩࣁ٩ᡂኧՉᘜϩǶҗ߄4-5ኳԄΒύள ௗਏ݀ࣁ0.493ǴӵȨߦᎍࢲȩၸȨޕሽॶȩჹȨᖼວཀᜫȩޑ໔ௗਏ݀ࣁ0.707*0.351=0.249Ǵӝीᕴਏ݀ࣁ Ԗύϟਏ݀ȩǴڀሽॶӧߦᎍࢲჹᖼວཀᜫϐ໔ޕଷH4ǺȨز0.742Ǵࡺዴᇡࣁ҅ӛϩύϟਏ݀ǴӢԜǴҁࣴ ᕇளԋҥǶ ߄4-5 ޕሽॶӧߦᎍࢲᆶᖼວཀᜫϐ໔ύϟਏ݀߄ ᖼວཀᜫ ޕሽॶ ኳԄ ኳԄΒ
ߦᎍࢲ 0.707*** 0.742*** 0.493*** ޕሽॶ 0.351***
Adj-R2 0.499 0.549 0.610
F 365.895 447.419 57.952
p 0.000*** 0.000*** 0.000***
ຏǺ*ࣁ p<0.05 **ࣁ p<0.01 ***߄ p<0.001
კ 4-1 ޕሽॶӧߦᎍࢲᆶᖼວཀᜫϐ໔ၡ৩ਏ݀კ
߄ 4-6 ߦᎍࢲᆶᖼວཀᜫϐ໔ύϟਏ݀ीᆉ߄
ᕴਏ݀ ޔௗਏ݀ ໔ௗਏ݀
0.742 0.493 0.249 =0.742-0.493 =0.707*0.351 ᡉ ᡉ ᡉ
мтн Ԍ൯ࡋϐυᘋਏ݀ש 4.7
Ԗυᘋਏ݀Ƕᡍϩ่݀ӵ߄4-7Ǵ߄4-7ኳԄϐR2ڀሽॶϐቹៜࢂցޕԌ൯ࡋӧߦᎍࢲჹשҁ =0.500ǴኳԄΒϐR2 =0.505ǴኳԄΒКኳԄቚуːR2=0.005Ǵpॶ=0.068λܭ0.10ǴၲᡉྗǶӢԜǴଷ υᘋਏ݀Ƕޑሽॶϐ໔ԖᡉޕԌ൯ࡋӧߦᎍࢲᆶשH5Ǻ ߄4-7 ቫભፓᘜϩ
ኳԄ ኳԄΒ ߯ኧ p ॶ ߯ኧ p ॶ (தኧ) 1.431 0.985 ߦᎍࢲ 0.589 0.000 0.726*** 0.000 Ԍ൯ࡋ -0.009 0.062 0.148 0.095ש Ԍ൯ࡋ -0.048* 0.068ש*ߦᎍࢲ R2 0.500 0.505 ː R2 0.005 F 182.639 123.657
ሽॶޕ :٩ᡂኧ ຏ:*߄ P < 0.10 Ǵ**߄ P < 0.05 Ǵ***߄ P < 0.0 Ԍ൯ࡋբࣁυᘋ߾שሽॶࢂ 0.589 ࢂԖυᘋਏ݀ǴՠӵуΕޕௗޔޑޣǴߦᎍࢲჹޕҗ߄ 4-7 ᡍள ԖϸӛፓբҔǶڀሽॶϐ໔ࢂޕߦᎍࢲჹ
ቹៜޑሽॶϐ໔ޕԌ൯ࡋӧߦᎍࢲᆶש კ 4-2
4.8 ଷჴ่݀༼
җॊჴϩ่݀ǴஒӚଷϐᡍ่݀༼ӵ߄4-8܌ҢǶ
߄4-8 ᡍଷ่݀༼߄
ଷ ᡍ่݀زࣴ Ԗᡉ҅ӛቹៜ ԋҥڀሽॶޕH1Ǻߦᎍࢲჹ Ԗᡉ҅ӛቹៜ ԋҥڀH2Ǻߦᎍࢲჹᖼວཀᜫ Ԗᡉ҅ӛቹៜ ԋҥڀሽॶჹᖼວཀᜫޕH3Ǻ Ԗύϟਏ݀ ԋҥڀሽॶӧߦᎍࢲჹᖼວཀᜫϐ໔ޕH4Ǻ υᘋਏ݀ ԋҥޑሽॶϐ໔ԖᡉޕԌ൯ࡋӧߦᎍࢲᆶשH5Ǻ ༼زҁࣴ
мто ಃϖക่ፕᆶࡌ
БԄԏၗǴӆаӚᅿीڔϐࢎᄬǴගрଷ٠аୢزǴ٠࣬ᜢЎǴࡌҥҁࣴޑᐒϷҞزਥᏵࣴ ߦᎍࢲޑᢀᗺٰໆෳࢂցӢߡճຬޑޣჹຝǴ٠வزϣаѠӚᑜѱ៝࠼ࣁࣴزБݤٰᡍǶ൩ࣴ ሽǵᆶᖼວཀᜫޕԌ൯ࡋǵשߦᎍࢲǵܭሽॶᆶᖼວཀᜫǴӕਔόӕΓαीᡂኧჹޕǴԶቹៜ ᜢ߯ኳԄǶځǴԶࡌᄬ܄ϐৡ౦
ፕ่زࣴ 5.1
ीǵΓαᡂኧϐϩǵӚᡂኧϐቹៜ่݀ΟᗺٰՉፕǶ܄٩Ᏽകीϩ่݀Ǵϩձவ௶ॊ ǵ௶ॊ܄ीϐϩ ԛϩձࣁ41~50ྃǴ՞ 19.6%ځ՞59.0%ǹԃសቫа21~30ྃۚӭǴ՞33.7%Ǵ܄՞41.0%Ǵζ܄تӧኬҁၗϐύǴ کԛࣁᅺγ(֖)а՞ 28.3%ځӭǴ՞52.7%Ǵۚޣೖڙޑ40ྃǴ՞18.2%Ƕӧ௲ػำࡋБय़ǴаεᏢ()ำࡋ~31ک д26.4%ǴैϦ௲՞13.9%നࡕǶځکԛࣁπ՞29.1%ځଯύᙍ(֖)аΠ՞19.0%ǶᙍБय़аᏢғ՞30.7%നӭǴ 60,000ϡ՞21.2%Ǵനࡕࢂ60,001ϡа՞~40,001کԛ20,001~40,000ϡ՞29.9%ځДԏΕа20,000ϡаΠ՞34.0%Ǵ ӭǴԃសቫεࣁԃᇸဂۚӭǶۚޣ܄εࢂԋԃζޣೖڙزҁࣴޕ14.9%Ƕॊၗள ΒǵΓαᡂኧϐϩ ()܄ձ ǴᇡࣁࢂλܿՋΨ܄ғКၨتȩǴڙགޑǴӧȨᜄࠔૈٰඍ৹ޕѤঁᄬय़ϐৡ౦ϩளزҁࣴܭჹޣೖڙ൩ ǶڙགޑǴ൩ᆉόલᜄࠔϝฅૈٰඍ৹܄ჴሞሽॶǴՠζғᄒฅόӕКၨགؒ׳όલ (Β)ԃសቫ ӵࣔ੧ѪૡߦᎍǴ21~40ٯ֎ЇΚȩޑज़ໆࠔߦᎍ܄ۑȨܭǴჹޕѤঁᄬय़ϐৡ౦ϩளزҁࣴܭჹޣೖڙ൩ ྃК51ྃаǴКၨ֎ЇǴӢԃᇸΠ഻ཥᗲགǵዊࢬԖՖόёǴόႽԃߏޣԖ଼நǵሽԵໆǶӕኬ21~30 ࠔܭॶǶԿ܌ຬނѐᖼວǴΨளࡐ׳൩ەຬǴՖݩԖߦᎍࢲᏺߡډǵ31~40ྃၨؒᒲՠࣁკБߡǴѳВྃ ٯ܄Ǵԃសቫ51ྃа߾ᇡࣁࠔ፦όठޑۓ፦གࢂᛙ܈όᆅࢂࠔ፦ٮග܌ᇡࣁߡճຬޣ፦Бय़Ǵԃសቫ31~40ྃ Ǵ߫ᆀ߫Ξε࿙ǴाຬວଌەӛǴाБߡሽΨाߡڗԃសቫ51ྃаCPॶၨଯࢂරሽޣӵૡယೈǵ፺Ƕӆ Ǵௗ߈ε፤ሽࢂόёૈǴࡺࡐϿԿߡճຬǶשѺ4ǵ5܈ Ο)௲ػำࡋ) Ԍ൯ࡋ֡คשሽॶǵᖼວཀᜫǵޕǴ௲ػำࡋόӕჹߦᎍࢲǵޕѤঁᄬय़ϐৡ౦ϩளزҁࣴܭჹޣೖڙ൩ ᡉৡ౦Ƕ (Ѥ)ᙍόӕ ܌ωວǴ܄໒ᎍԖႣᆉǴჹሽ௵གନߚߡճۓڰǴैϦ௲ᖒၗޕѤঁᄬय़ϐৡ౦ϩளزҁࣴܭჹޣೖڙ൩ Ǵᜄࠔ൩܄ࠔ፦ठٮຬΨόࢂૈග္ޕॶǴӧᇡ܌ຬނࢂނόளӧߡճຬᖼ׳ሡࠔǴ܌ىаคݤԛᖼ ࣁ೭ᜄࠔӭбрߎᒲǶԶᏢғࢂ՜ЋǵѺπѝाБߡᖼளջёǴሽКၨؒཷޑǴॶόॶ܄ᆉ഻ΨԵቾჴҔ ՏηǹǹπΓγௗࣚޑۓሡाǴӧЈύ൩Ԗيᜄࠔ൩ག಄ӝҁޑॶǴၶ഻܌ຬނԜࢂډа܌ۺ ॶǴਔ܌ຬނᜄଌࠔǴӭӭϿϿቚуᖼວ፪ǴΨளӧԜࢂޑࠔǴԖխ܄ठٮၨӭᇡࣁߡճຬૈග ໔൩ࢂߎᒲǴᒲӆᖺ൩ԖΑǶ ϖ)ঁΓѳ֡ДԏΕ) ΓǴԖૈΚॄᏼԜޑӭǴДԏΕ 20,000 аΠǵ20,001~40,000 ەߡճຬ۫ᗨՠߎᚐλǴӵԖሽሽ൩ߡ ޑࠔǴ40,001~60,000 ϡىሽᓬඁࠔΨߡວǴࡺёԛᖼډᅿλߎᚐǴၨკߡճǴКၨόӧЯሽǴ࣮ ΓǴӢᒲόࢂୢᚒǴߡճຬࠔޑԌ൯ࡋӭᗺǴԶДԏΕ 6 аשΓӢৎᔮॄᏼၨख़Ǵ׆ఈߡճຬ ሡࠔǶ܌ىаѐε፤Ǵԛᖼ܌ϿໆϿΞǴ ᄬय़ϐቹៜᜢ߯زΟǵӚࣴ мтп ()ߦᎍࢲჹޕሽॶϐቹៜ ਥᏵଷᡍ่݀วǴߦᎍࢲ҅ӛቹៜޕሽॶǴߦᎍࢲϐԛᄬय़ȨߦᎍࢲߚதԖ֎ЇΚȩȩǵ ሽॶǴޕᜄࠔԏளԖሽॶȩǴ֡Ԗ҅ӛቹៜޑ܄ȨᗺߦᎍࢲගଯΕ۫ኅఈϷᖼວᑫ፪ȩǵȨਔਏ ሽॶǶޕޑޣфૈӧǴԖ҅ӛගܹځε഻ངԖڙ߄Ңߦᎍࢲቶ (Β)ߦᎍࢲჹᖼວཀᜫϐቹៜ ᗺիඤ֡ૈ֎Ї៝࠼ǴౢғᖼວኅఈΨගଯᖼວ܈ज़ໆޑ܄ۑਥᏵଷᡍ่݀วǴߦᎍࢲόᆅࢂ ܌ຬނԖሽॶय़ǴԶӧᡍߦᎍࢲԛᄬय़ϩǴନΑȨᗺիඤࢲǴளԖځԖག׳ᜄࠔԏޑ܄፪ǵਔਏ ᖼວཀᜫǶޑᎩ֡Ԗ҅ӛቹៜᖼວཀᜫǴ߄Ңߡճຬߦᎍࢲёߦ٬៝࠼ቚமᖼວኅఈаගܹ៝࠼ځॶȩѦǴ (Ο)ޕሽॶჹᖼວཀᜫϐቹៜ ਥᏵଷᡍ่݀วǴޕሽॶ҅ӛቹៜᖼວཀᜫǴ߄ҢޣӧᖼວਔӧЯȨԏᐱԖज़ໆᜄࠔȩǵȨᜄ ࠔȩǴޑ܄ॶȩǵȨࠔ፦ठ܌ຬނߎᒲȩϷȨᜄࠔ಄ӝሡाȩǵȨࡐکȩǵȨ࣪ӭਔ໔ڙࠔٰඍ৹ག ᖼޣයࡑǴаගϲޑޣǴӧߦᎍ໘ࢤࢂց಄ӝᖼວሡޑޣаߡճຬӧೕჄϷᎍ୧ǴᔈΑှቶݱ܌ ວཀᜫǶ (Ѥ)ύϟᡂኧޕሽॶϐቹៜ ਥᏵଷᡍ่݀วǴߦᎍࢲၸޕሽॶёቚу៝࠼ᖼວཀᜫ໔ௗਏ݀ࢂ 0.249Ǵ߄Ңޕሽॶӧߦᎍ ሽॶȩ໔ௗගଯޕߡճຬӧߦᎍࢲਔǴёᙖҗȨޕԖύϟਏ݀ᕇளԋҥǶёԜёڀࢲჹᖼວཀᜫϐቹៜ ៝࠼ϐᖼວཀᜫǶ Ԍ൯ࡋυᘋϐቹៜש(ϖ) ሽޕޑޣυᘋਏ݀Ǵߦᎍࢲჹޑሽॶϐ໔ԖᡉޕԌ൯ࡋӧߦᎍࢲᆶשਥᏵଷᡍ่݀วǴ ԖϸӛፓբҔǴཀڀሽॶࢂ-0.048 ࢂޕԌ൯ࡋբࣁυᘋǴ߾ߦᎍࢲჹשԖᡉਏ݀ǴՠӵуΕڀ ॶࢂ 0.589 שԌ൯ࡋѝाԖשǴ࣬ϸӦޑำࡋࢂեޑሽॶޕځΓǴ߾ቹៜޑȩωᜫཀᖼວ(ש Ԍ൯ࡋȨԿϿ 50%(5שࡰሽ ǶޑሽॶࢂଯޕځଯᑫӦǴىЈ൩ࡐᅈשԌόϩӭჲǴջ٬ѝԖǵΒ 5.2 ᆅཀ఼ᆶࡌ Ǵவޣᔈٮޑፓғࢲ୍ܺڅڅᙯᡂǴਔਔޑғࢲБԄޣߡճຬόӆѝࢂࠔວ፤ǴԶࢂൎᙅ ǴаӭኬߦᎍࢲБԄǴගϲ៝࠼ᖼӳܻ϶ǴόᘐࢰჸેΨݙ៝࠼ӭϡሡޑӳᎃۚǴϯࣁ٩ᒘޑБߡ ሽॶёቚу៝࠼ᖼວޕޑௗਏ݀ࢂ 0.493ǴԶၸගϲ៝࠼ޔޑჴߦᎍࢲቹៜ៝࠼ᖼວཀᜫزວཀᜫǶҁࣴ ཀᜫ໔ௗਏ݀ࢂ 0.249ǶջӧՉߦᎍࢲਔӵૈঋ៝៝࠼ޑޕሽॶǴ߾ёӆගଯ 50.5% (0.249/0.493) ޑ៝࠼ ᖼວӢનǴ៝࠼۳ޑԌ൯ࡋుభୢᚒத៝࠼բࣁຑሽߦᎍࢲשǹԶሽ܄ሽॶϐख़ाޕޕᖼວཀᜫǴҗԜё ࠼៝%81.3 ىԌ൯ࡋӵૈԖ 30%ѰѓǴջёεऊᅈשǴߦᎍޕᡍளزǴҭӵҁࣴۓԌ൯ࡋుభԶའᘍόשځ۳Ӣ аΠፕॊᆶࡌǴයૈԖշٮගزᖼວཀᜫǶӢԜቹៜ៝࠼ᖼວཀᜫϐӢનǴҁࣴځᜫගܹ׳යࡑǴ៝࠼Ψޑ ܭᆅჴ୍ϐୖԵǶ ǵ௦Ҕৡ౦ՉᎍౣǴගϲ៝࠼ޑᖼວཀᜫ ճ ୷ ѱ ε Ǵ ע ሡ Ǵ ܌ᔈుΕΑှ៝࠼ВதғࢲޣଯǴ୍ܺεӕλ౦Ǵࡌ܄ຬࠔӕ፦ ! ! ᆶӭኬϯ୍ܺޑ܄ӭബཥߦᎍǵৡ౦׳ٮബཀǴόѝ֎࿊Ψૈ֎ߎǴගޑ܄ၟ၉ᚒ܄ӧՉᎍЋݤǴуΕচബ ॶǴ܌ຬނᜄࠔё৾ၟ፪ǴᖼວਔΨள܄ਔਏޑज़ໆࠔߦᎍǴϷխᗺիඤ܄ۑӵԃᇸΓന഻ངٯࠔǴ Ԍ൯שԖৎीॄᏼၨख़Ǵ׆ఈӧৎࠔёଯᗺځሡࠔǹԶԏΕัଯᗺ 4~5 ǴӢ܌ىа׆ఈԛૈວ܌ ֎ЇΨૈගଯ៝࠼Ε۫ᆶᖼວᑫ፪ǴԶගډᔈ௦ৡ౦ՉᎍౣǴᙖԜၲޣа܌Ǵሡ܌ࡋǴ೭٤ࢂ៝࠼ ϲ៝࠼ޑᖼວཀᜫǶ ᖼວཀᜫޑԌ൯ࡋǴቚу៝࠼שΒǵճҔሽ ǴՠۓԌ൯ࡋుభԶའᘍόשځᖼວӢનǴ៝࠼۳۳ӢޑԌ൯ࡋుభୢᚒத៝࠼բࣁຑሽߦᎍࢲשሽ ёௗځԌ൯ࡋᇨӢӭჲǴຫௗ߈שਔǴόᆅڙࠔሽΞۘёௗځـࣁЬǴջ٬ؒߦᎍࢲ܄ߡճຬࢂаߡճ ޕځԌ൯ࡋຫեשཀځፓਏ݀ࣁ- 0.048ǴޑԌ൯ࡋӧߦᎍࢲჹᖼວཀᜫϐቹៜਏ݀שޕϐሽǴᡍளڙ мтр ᖼځሽॶຫଯǴҭቚуޕԖύϟਏ݀Ǵཀࡰڀሽॶӧߦᎍࢲჹᖼວཀᜫϐ໔ޕޕሽॶ൩ຫଯǹΨᡍள ᖼວཀᜫǶᆕӝځයࡑǴ៝࠼ᜫගܹޑ࠼៝%81.3 ىԌ൯ࡋӵૈԖ 30%ѰѓǴջёεऊᅈשວཀᜫǹΞჴߦᎍ аࡌ܌ਏ݀ǴޑሽॶຫଯǴҭቚуߦᎍࢲჹᖼວཀᜫޕሽॶ൩ຫଯǴޕځԌ൯ࡋຫեשǴޕॊ่ፕள ᖼວཀᜫǶޑԌ൯ࡋٰቚሽ៝࠼שᔈճҔሽޣ ΟǵଛӝߦᎍࢲՉᎍǴቚу៝࠼ޑᖼວཀᜫ ᒧނഩ๎൞ᡏຼൔ)ǴࣁӢᔈ៝࠼ᖼ.2019.2.19)ޑՉࣁࢂӧჴШ္ֹࣚԋނਥᏵ୯Ѧനཥፓ88.1%႟୧ᖼ ! ! ۑᜄࠔǵቚу܄යрߦᎍБਢǴଛӝᗺիඤǵᅈᚐଌᜄࠔǵਔਏۓाό׳ගଯǴߡճຬޑᆶӭϡϯ୍ܺ ǴाόᘐബཥǴཥߦޣԌ൯ࡋǴ֡ૈቹៜ៝࠼ᖼວཀᜫǴࡺࡌߡ ճ ຬ ࣬ᜢשሽޑ࠼നӧཀ៝ޣ܈ज़ໆࠔǴ܄ ճǴΨቚуᖼວڗᐟວᚺ࠼ྍǴගଯΕ۫Ǵᡣ៝࠼Ԗӭख़ᒧவύڈٰ಄ӝ៝࠼ሡډᎍౣБਢаၲ ፪ԶගଯᖼວཀᜫǶ Ѥǵуம៝࠼ޑޕሽॶǴቚу៝࠼ޑᖼວཀᜫ ࡌߡճຬ࣬ᜢزቚуԶቹៜᖼວཀᜫǶӢԜҁࣴޑሽॶޕߦᎍࢲૈၸܭၸჴ่݀วǴ៝࠼ჹ ၰԃᇸ៝ޕǴाᆶӭኬϯࠔǴଞჹόӕဂሡ୍ܺޑ܄ӭബཥߦᎍǵৡ౦׳ٮǴӧՉᎍᔼౣǴᔈගޣ ࠔǴΨձᜢݙࢬՉ഻ىӭߎᒲᆶਔ໔ǵࣰԛૈᖼ׳ࢂӭᖐᒤߦᎍࢲаߡ࣪ޑࢂϙሶǴдॺाޑ࠼ဂा ӑຝǴᗋԖ഻ᓳᗲǵၟޑᕉǴ๏៝࠼ᆶόӕޑᘍǴ׆ఈѬૈ่ӝቼԋࣁՉᎍթֽޑຬ۫ϣ ᐒǴԶԃសၨଯဂǴၨԵໆ଼நޑคज़ޣΨ๏ڙགޑᜄࠔǴӢࣁѬ๏៝࠼ඍ৹ЈޑჴҔۓ॥Ǵՠό ᡣ៝࠼གޕǴᔈӭуம៝࠼ϐ࠼೭ӚБय़ϐሡ៝ىाᅈޣа܌ᜢݙࡋၨଯǴࡺࠔ፦ၨӧཀǶޑӢનǴჹ१ ຬނሡࠔᗋԖᜄࠔё৾Ǵջё࣪ਔ໔ᆶߎᒲΞߚத܌ىǴЪԛёۓӧԜόࢂᆶόӕǵࠔ፦ᛙډڙ ޣሽॶΨஒᒿϐගܹǴԶቚமᖼວཀᜫǴޕሽॶਔǴ៝࠼ϐىᅈډϷགॶǴԜਔΠ៝࠼ஒౢғ಄ӝሡ܌ Չᎍ݀Ƕޑଯ׳ډΨၲ
ୖԵЎ ǵύύЎЎ ǶޗހǴч٧ৣጄεᏢрڂԙඵ፣Ȑ1989ȑǶЈᏢεຒ .1 γै (1990)ǶᆅᏢǴѠчѱǺܿਜֽǶ .2 ߪमȐ1997ȑǶȠՉᎍᏢȡǴѠчǺੀਜֽ .3 ᅺγፕЎǶ܌زȡǴ୯ҥᆵεᏢᏢࣴزᆶࠔจჹߦᎍਏ݀ቹៜϐࣴ܄։Ȑ2002ȑǶȠᜄࠔ-Ьౢࠔճठ܃݅ .4 ȡǴٯɡаεѠчӦ 3C ೱᙹৎႝࣁزሽॶᆶ۫ຝჹᖼວཀᜫቹៜϐࣴޕȐ2004ȑǶȠሽߦᎍǵᇡޱഋࡏ .5 ᅺγፕЎǶ܌زεᏢᆅࣽᏢࣴ Ϻ 600 ঁག / ླྀᅦճ : ᅦճ(2005)ǶѠ 7-ELEVEN ബཥՉᎍᏢླྀ .6 ǴಃΜѤۛύ҇୯ቶᄤϦӅᜢٯǴаѠчѱλᏢғࣁزՉࣁࣴޣ䉺ᮚᥰ(2006)Ƕߡճ۫ᜄࠔߦᎍϐ .7 ߯୯ሞᏢೌᆶჴ୍ࣴዺፕЎǶ (2007)Ƕߡճ۫Ȭಃ n ҹࠔߦᎍȭߦᎍБԄჹΓࣁᖼວኅఈϐቹៜǴ ୯ҥύξεᏢᅺγፕЎǶڂЦ .8 ǶᔼᆅፕᘀǴ5(1)Ǵ1-11Ƕزሽॶᆶᖼວཀᜫᜢ߯ ࣴޕଢ଼ೱᙹϐᡏᡍՉᎍǵڜఉᓪǵഋࡹᣜȐ2009ȑǶ .9 Ǵ୯ҥٯаۙԽМೱᙹᛰ֩۫ࣁ-زሽॶǵᖼວཀᜫᆶ۸၈ࡋቹៜϐࣴޕޣԙ҉҅(2010)ǶߦᎍБԄჹ .10 ᅺγፕЎǶ܌زύξεᏢҾᆅࣴ аࡀܿ-زሽॶǵၯᏨᡏᡍቹៜᅈཀࡋᆶ۸၈ࡋϐࣴޕᙦྷǵΙហǵЦඁǵΪϹ(2014)Ƕ୍ܺࠔ፦ǵ݅ .11 ǶѠၭᏢൔǴ15(2)Ǵ164-194ǶٯݮξҶ໕ၭࣁ Ǵ୯ҥԋфεᏢٯࣁޗቹៜ-аӄᖄᆶऍ༹ޑሽॶჹᖼວཀᜫޕෞΪ♬(2012)Ƕаߦᎍࢲࣁυᘋᡂኧ .12 ᅺγፕЎǶ܌زҾᆅࣴ ᅺγፕسǴࠄεᏢၗૻᆅٯа݅Ӧࣁ-زጰݒ(2014)Ƕ ӄৎߡճ۫ᅈᚐᗺᜄࠔϐߦᎍਏ݀ࣴ.13 ЎǶ мтс ሽॶࣁύϟӢનǴਲޕɡаزᙍᏢਠᒧਠჴࣴמሽॶᆶ۸၈ࡋჹޕጰమ൫Ȑ2014ȑǶࠔจຝǵ .14 ༜ബཥᏢൔǴಃΟΜѤයǴ209-235।Ƕ ǶШཥεᏢᅺγፕЎǴѠчزᖼວཀᜫቹៜϐࣴޣࠔจຝᆶࠔจߞҺჹޗഋᓉ(2014)ǶѱᘕਓՉ .15 ѱǶ ሽॶᆶࠔจᜢ߯Ƕޕ ॥ ᓀ ǴޕࠔจዕࡋǴ:قֆҥǵ݅ևࢅǵ݅◖ฑ (2015)ǶԾԖࠔจϐӜΓж .16 Ꮲൔ,15(1),85-116زᆅࣴ
ᜄࠔߦᎍుࡋǵᜄࠔᆶЬౢࠔଛჹᖼວཀᜫϐቹៜǶ୯ҥύξεᏢނЈ္֢:ႝຎᖼډഩ൛(2015)Ƕଌᘶଌ .17
ᅺγፕЎǴଯѱǶ܌زՉᎍኞᆅࣴ
18. ݅ໜሺ(2015)ǶߦᎍᆅᆒፕǶѠчѱǺϖࠄკਜрހިҽԖज़ϦљǶ εᏢππำᆶמǶ୯ҥଯᔈҔࣽٯᆛઠࣁނаѠᖼ-زѳѠՉᎍౣኳԄϐࣴނᆝ(2016)Ƕᆛၡᖼ .19 ᅺγӧᙍᅺγፕЎǴଯѱǶسᆅ ᅺγፕЎǴ܌زᄃల൛(2016)ǶȨຠ߈գЈȩ—ຠკՉᎍჹࠔจᆶᖼວཀᜫϐቹៜǴ୯ҥύξεᏢՉᎍኞᆅࣴ .20 ଯѱǶ ǴܿֆεᏢᏢଣٯሽॶᆶᖼວཀᜫϐቹៜ-аВҁണѭථࣁޕޑޣऍ࣓(2018)ǶCD ᜄࠔߦᎍࠠԄჹ .21 ᅺγӧᙍᅺγፕЎǶسҾᆅᏢ ᅺγፕЎǶسεᏢҾᆅמǴଯलࣽزጰਁ፵(2018)Ƕӄৎߡճ۫ᅈᚐᗺᜄࠔϐߦᎍਏ݀ϐࣴ .22
मЎЎ 2/ Ajzen, I., & Fishbein, M. (1973). Attitudinal and normative variables as predictors of specific sehaviors. Journal of Personality and Social Psychology, 27 (1), 41-57 3/ Bagozzi & Burnkrant (1979). Attitude organization and the attitude-behavior relationship. Journal of Personality and Social Psychology, 37 (6), 913-929. 4/ Blackwell, R. D., Miniard, P.W., & Engel, J. F. (2001), Consumer Behavior,(9th Edition), Publisher: Ohio, Mike Roche. 5/ Campbell, L., & Diamond, W. D.,(1990), Franmin and sales promotions: The characteristics of a good deal, The Journal of Consumer Marketing, 7(4), 25-31. 6/ Chang, T. Z., & Wildt, A. R. Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27, 1994. 7/ DoddsS, W.B., & Monroe, K.B. (1985) The effect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12(1), 85- 90. 8/ Dommermuth, W. P., (1989). Promotion: Analysis, Creativity and Strategy (2nd ed.), Boston, Mass: PWS-Kent Publishing Company 9/ Engel, J.F., Kollat, D., & Blackwell, R.D. (1982). Consumer Behavior (4th ed.). ILǺChicago Dryden Press, 678. :/ Grewal, D., & Parasuraman, A. (2000). The impact of technology on the quality value loyalty chain: A research agenda. Journal of Academy of Marketing Science, 28(1), 168-174. 21/ Gross, B.L., Newman, B.I., & Sheth, J.N. (1991). Consumption Values and Market ChoicesǺTheory and Applications. CincinnatiǺSouthwestern Publishing. 22/ Keller, K. L., & Kotler, P. (2016). Marketing Management (Global Edition). LondonǺPearson Education Limited. 23/ Kotler, P. (2000), Marketing Management: Analysis, Planning Implementation Control (10th ed.), New Jesey: Prentice-Hall.
мтт 24/ Parasuraman, A. & Grewal, D. (2000), The impact of technology on the quality-value-loyalty chain: A research agenda, Academy of Marketing Science Journal, Greenvale, Winter, 28(1), 168-174. 25/ Monroe, K. B.(1990). Pricing: Making Profitable Decisions. (2nd ed.) New York: McGraw-Hill International Editions. 26/ Moutinho, L. (1987). Consumer behaviour in tourism. European Journal of Marketing, 21(10), 5-9 27/ Petrick, J. F. & Backman. S. J. (2002), An examination of the determinants of golf travelers’ satisfaction. Journal of Travel Research, 40(3), 252-258 28/ Schiffman, L. G., & Kanuk, L. L. Consumer Behavior.(7th ed.). NY: Prentice Hall, 2000. 29/ Schultz, D. E., & Robinson, W. A. (1993). Sales Promotion Management, Chicago: Crain Books, Inc. 2:/ Sheth, J. N., Newman, B. I. & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. 31/ Shimp, T. A. (1993). Rromotion Management and Marketing, NY: Dryden Press. 32/ Slater, S. F., & Narver, J. C. Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, 28(1), 120-127, 2000. 33/ Stum, D. & Thiry, A. (1991). Building Customer Loyalty. Training and Development Journal, April, Vol. 45, pp 34-36. 34/ Sweeney, J. C. & Soutar, G. N. (2001). Consumer Perceived Value: The Development of a multiple item Scale. Journal of Retailing, Vol. 77, pp 203-220. 35/ Sweeney, J. C., Soutar, G. N. & Johnson, L.W. (1997). Retail service quality and perceived value: A comparison of two models. Journal of Retailing and Consumer Services, Vol. 4, No.1, pp.39-48. 36/ Wilkie, W.L. (1994). Consumer Behavior, 3rd ed., New York: John Wiley and Sons Inc., pp.380-381.. 37/ Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (3), 2-22.
нйй ɡаബཥՉࣁࣁύϟᡂኧزϐࣴ܄ϣՉᎍᆶπբᕮਏᜢᖄ The Relationship between Internal Marketing and Job Performance ɡThe Mediation Effects of Innovative Behavior 1 ृۑቅ շ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] මഓឮ 2 ғزࣴ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ௗቹៜҾᔼᕮਏǴԶӚεҾΨᅌख़ຎΓΚၗౢǴޔᒿӄౚᝡݾᕉნᆶΓωѦࢬǴҾϐΓΚၗౢஒ ǶుΕှ܄ᜢᖄޑЬाϣՉᎍǵബཥՉࣁᆶπբᕮਏزΓωǶӢԜǴҁࣴذයఈճҔӚᅿБݤ֎ЇЪ੮Րᓬ πբᕮਏǶځബཥՉࣁǴԶቹៜޑҾϐϣՉᎍǴࢂցၸπ زࣁ197ҽǶҁࣴڔ226ҽǴԖਏୢڔ300ҽǴӣԏୢڔୢܫჹຝǴᕴӅวزҾπࣁЬाࣴޑаѠزҁࣴ วϣՉᎍǵബཥՉࣁჹπբᕮਏԖᡉ҅ӛቹៜǹബཥՉ่݀زଷၸSPSS2.0ी೬ᡏБݤՉᔠᡍǶࣴ ࡌǶޑᆅჴ୍ٮՉ٠ග่݀زԖύϟਏ݀ǹനࡕଞჹҁࣴڀࣁჹϣՉᎍᆶπբᕮਏ໔ ᜢᗖຒǺϣՉᎍǵബཥՉࣁǵπբᕮਏ Keywords: internal marketingǵinnovative behaviorǵjob performance
1. ᆣፕ ङඳزࣴ 1.1
ᙯᡂٰό໔ᘐޑᡂϯǴҾሡِೲޑᒿӄౚ୯ሞϯวǴϞӭϦљय़ᖏᐟਗ਼ᝡݾᕉნǴࣁΑӢᔈᕉნ ᝡݾΚǶόѝࢂҾѦᝡݾᐟਗ਼ǴҾϣΨӕኬӦᝡݾǴπགྷӧ೭ᝡݾᐟਗ਼ᕉნύӸࢲΠٰǴठيගϲԾޑ ࣦճૈޑௗቹៜҾޔΓΚၗౢϷബཥૈΚஒځᜢᗖߡࢂππբᕮਏϷബཥૈΚǶҾନΑᔼᕇճϐѦǴޑയ Γω٠Ъ੮ՐΓωǶҾӧΓΚၗྍౣεӭගঀஒπຎҾϣޑذᓬډᔼᕮਏǴԶҾ׆ఈ֎ЇکΚ Ԗ៝࠼ཀǴߡૈࣁ៝࠼ගڀځǴ٬ۺӳᎍ୧๏πǴᡣπѺவЈۭᇡӕҾޑǴၸౣஒҾޣޑ πբόѝૈ੮ՐΓωΨૈࣁҾٰ҅ӛԋߏǶܭǴᡣπ୍ܺޑӳ׳ٮ ᐒزࣴ 1.2
ࣁख़ा(Chowdhary, Lama, & Yadav, 2011)ǶHaiderᆶAkbar(2017)ᇡࣁϣ׳ϣՉᎍౣКᏱԖѦՉᎍౣ ૈޑǴቚуബཥᆶᏢಞוᜢᗖӢનǶπჹπբߥԖޑǴΨࢂಔᙃബཥۺཥཷޑՉᎍόࢂΓΚၗྍჴ፬ Ƕ܄ᜢᖄޑᐒࣁᕕှϣՉᎍᆶബཥՉࣁزΚǴߡૈගϲπբਏᆶಔᙃᝡݾΚǶࡺҁࣴ Drucker, 1985)ǶWalumbwaΓ(2009)ᇡࣁᏢ)ሡޑᅪୢਔߦ٬Ծρౢғബཥ܈ୢᚒޑπբډπၶ ᐒΒటബزԾЬᏢಞཀᜫჹᕮਏԿᜢख़ाǶӢԜǴҁࣴޑᙍೢǴӢԜπځಞᐟวπཛྷཥၗૻаቬՉ ཥՉࣁᆶπբᕮਏޑᜢᖄ܄Ƕ ޑҞزࣴ 1.3
ᘜયӵΠ൳ǺޑҞزҁࣴ ǵϣՉᎍჹπբᕮਏޑቹៜ ΒǵϣՉᎍჹബཥՉࣁޑቹៜ ΟǵബཥՉࣁჹπբᕮਏޑቹៜ ѤǵബཥՉࣁӧϣՉᎍᆶπբᕮਏϐ໔ޑύϟਏ݀
нйк 2. Ў 2.1 ϣՉᎍ
ကۓǵϣՉᎍ ҾϣՉᎍ࣬ᜢϐޑӈسπຎࣁϣ៝࠼Ǵ٠ӛπᎍϦљǴගрעGronroos(1981)ᇡࣁϣՉᎍࢂ ᄽՉᎍתϕਔࢂޣǴҾϐᙍӧᆶۺཷޑౣБݤǶGummesson(1992)ᇡࣁϣՉᎍࢂᅿঋᙍՉᎍΓ ௲ػวޑᆅণᏢǴၸӝޑ܄ǶBerryᆶParasurman(1991)ࡰрϣՉᎍࣁᅿౣۺՅǴ࠹ಔᙃفޑΓ ᙍЪჹࡑπӵ៝࠼Ƕذᓬޑࡋٰ੮Րಔᙃϣڋᐟᓰዛ፞ޑΚǴӕਔ٠Ҕӭኬૈޑа಄ӝᙍനલЮ ΒǵϣՉᎍᑽໆᄬय़ Ѝǵϣྎ೯ǵΓ٣ᆅϷჹѦྎޣ௲ػ૽ግǵᆅޑGeorgeᆶGronroos(1989)ᇡࣁϣՉᎍύх֖Απ ԖΟᄬय़ᜫඳǵวϷዛᓰǶAhmedځπբᕮਏǶForemanᆶMoney(1995)߄ҢޑගϲπܭԖշ׳а܌೯ӢનǴ ࡋǵڋπ௲ػ૽ግᆶวǵࡌҥಔᙃЎϯǵሦᏤᝢǵዛᓰٮӢનࣁගޑԖڀ܌ᆶRafiq(2003)ᇡࣁϣՉᎍ πᆶΓᅩᒧǴၸ೭٤ӢનаၲԋϦљҞǶ زΟǵϣՉᎍ࣬ᜢࣴ ೢҺᆶϣՉޗቹៜǴ่݀ᡉҢҾޑᚆᙍӛکᒍ܍ϣՉᎍჹಔᙃکೢҺޗҾزKim et al.(2016)ࣴ Ǵ่݀زѱᏤӛჹᕮਏϐቹៜɡᓓϐჴࣴکᒍԋ҅࣬ᜢǶSalehzadeh et al.(2017) ϣՉᎍ܍ᎍჹಔᙃ Ԗᡉ҅ӛቹៜǶParkᆶTran(2018)ϣՉᎍǵπ៝࠼ᏤӛՉڀᕮਏܭᡉҢᓓϐϣՉᎍϷѱᏤӛჹ ᎍ୧ޑᎍ୧Չࣁǵᜢ߯ᎍ୧Չࣁޑᎍ୧Չࣁǵ៝࠼Ꮴӛ܄ᡉҢϣՉᎍᆶᔈ่݀زǴࣴز࠼Չࣁӣᔈϐࣴ៝کࣁ ᕮਏԖᡉޑᜢᖄǶ 2.2 ബཥՉࣁ
ကۓǵബཥՉࣁ ޑБԄǴၮҔӧҾϣޑϒағౢǵᏤΕϷᔈҔۺബཥགྷݤᆶཷޑWestᆶFarr(1989)ᇡࣁബཥՉࣁࢂஒёՉ ᔈکബբǵЇޑကബཥՉࣁࣁஒཥགྷݤԖཀკۓ(πբǶJanssen(2000ޑԖਏ׳ΓπբՉύǴ٬ঁޑҺቫԛ բҔǶޑಔᙃԖ܈ಔᙃύǴࣁΑჹᕮਏǵიᡏ܈ՅǵიᡏفπբܭҔ ΒǵബཥՉࣁᑽໆᄬय़ ϷᄬགྷǶௗঁᡏ൨ޕǵᇡڻୢᚒౢғӳޑډၶ܌Kanter(1988)ᇡࣁൂঁᡏബཥϩԋΟ໘ࢤǴ२Ӄࢂჹ ޑǶനࡕஒ೭ബཥޑǵёүਏޑډচࠠǴԶࢂёௗޑᙯϯԋബཥۺǴᡣബཥཷޣЍජᆶЍ٠Ҿკ่࿉Ѝ פပჴ٠ቶࣁдΓᔈҔǶKleysenᆶStreet(2001)߄ҢၮҔϖᄬय़ᑽໆᙍബཥՉࣁૈΚǴ٩ׇԖᐒ൨ǵ൨ۺཷ ǵගঀǵᔈҔز܄ബཥᐒǵԋ زΟǵബཥՉࣁ࣬ᜢࣴ Ǵز༾ᢀቫय़ࣴޑ໔ௗکௗޔɡаፓزബཥπբՉࣁϐࣴکϩ٦ޕޑᙴᕍߥ଼ύزRadaelli et al.(2014)ࣴ ΓബཥՉࣁɡЈ္ঁکϩ٦ՉࣁᆶബཥՉࣁԋ҅࣬ᜢǶLiu et al.(2019)ಔᙃബཥংޕޑᡉҢπ่݀ ᡉҢಔᙃബཥংၸЈ፟ቹៜബཥՉࣁǶ่݀زፓਏ݀ǴࣴޑЈ፟کԖ܌ 2.3 πբᕮਏ
ကۓǵπբᕮਏ ՉࣁǴЪΨᔅշҾޑԶ߄рٰۓයఈᆶೕޑՅف၀ᙍՏډCampbell(1990)ᇡࣁπբᕮਏࢂҾϐᙍࣁΑၲ ՉޑԖᆶҾҞԖᜢ܌ҞǶBormanᆶMotowidlo(1993)߄ҢπբᕮਏࢂঁΓӧπբය໔ޑۓڋ܌ֹԋԃࡋ ଯեՉ٣ࡕຑ᠘ϷᔠᡍǶBrouthers(2002)ᇡࣁπբᕮਏࢂπঁΓࢌޑࣁǴԶԜՉࣁ٩ྣᙍჹҾϐଅࡋ ࡋǶၲԋࡋǴϸࢀрঁᡏπբҺ୍ჴำࡋǴΨࢂჴπբሡޑҽϣπբҞځਔ໔ϣჹۓ Βǵπբᕮਏᑽໆᄬय़ Һ୍ᆒ೯ǶBorman ᆶۓҺ୍ᆒ೯ᆶߚπբۓεᜪࠠǴхࡴπբٿCampbell(1990) ஒᕮਏϩࣁ Motowidlo(1993)߾ਥᏵCampbell(1990)ޑϩᜪǴख़ཥஒπբᕮਏϩࣁҺ୍ᕮਏᆶે๎ᕮਏΒᜪǶLee et al.(1999) Οᄬय़х֖ਏǵਏૈᆶࠔ፦Ƕޑπբᕮਏޑ нйл زΟǵπբᕮਏ࣬ᜢࣴ Ǵ่݀ᡉҢሌՉЬزࣴ܄ሌՉՉπբᓸΚǵΓ፦ǵЬᆅሦᏤࠠᄊǵᆶπբᕮਏϐቹៜ(2014)݄ذ πբᕮਏϐቹៜɡаπܭΓ፦ჹޑ୍ΓزᆅϐሦᏤࠠᄊቹៜππբᓸΚᆶπբᕮਏǶԓѳ(2018)ࣴ բሽॶᢀࣁύϟᡂǴ่݀ᡉҢΓ፦ၸπբሽॶᢀቹៜπբᕮਏǶ
Бݤزࣴ .3 ࢎᄬزࣴ 3.1
πբᕮਏϐቹៜǴܭࢎᄬǶЬाࢂϣՉᎍǵബཥՉࣁჹزϷ࣬ᜢЎගрԜࣴޑਥᏵᐒᆶҞزҁࣴ ҢǶ܌ύϟᡂኧǶӵკ1ޑ٠аബཥՉࣁբࣁϣՉᎍᆶπբᕮਏϐ໔
ࢎᄬკزკ1 ࣴ ଷزࣴ 3.2
ଷǴᇥܴӵΠǺزϐࣴزǴࡌҥҁࣴ܄ࢂϣՉᎍǵബཥՉࣁᆶπբᕮਏ۶Ԝ໔ϐᜢᖄޑҞزࣴ ǵϣՉᎍᆶπբᕮਏϐᜢ߯ ܮගϲǶޑᙍӧπբᕮਏځϣՉᎍՉࡋቚуǴᡣޑଢ଼ೱᙹ۫ڜวǴࢌزᚑ٥ࣦ(2009)ჴࣴ ᕮਏ߄ǶޑᒍϷቚуπ܍ಔᙃޑϣՉᎍૈቚуπޑวǴӧѠӦϖࢃભਓᓔزΓ(2013)ϐࣴ ගрଷزቹៜǶӢԜǴҁࣴޑԖᡉЪ҅ӛڀπբᕮਏܭࡰрǴӧᓓϐϣՉᎍჹزSalehzadeh et al.(2017)ࣴ H1ӵΠǺ H1ǺϣՉᎍჹπբᕮਏԖ҅ӛቹៜ ΒǵϣՉᎍᆶബཥՉࣁϐᜢ߯ วǴӧԜӦϐᙴৣϣزፓǶࣴزਲ༜ӦӚεઓѦࣽᆶମࣽᙴғᏢೌࣴکᙦ(2014)аεѠч ႟ҹߐϣǴًؓޑϣڶࡰрǴӧЃ୷ථزǶHaiderᆶAkbar(2017)่ࣴ݀ޑௗቹៜബཥՉࣁޔำࡋڙགޑՉᎍ ගрଷH2ӵΠǺزബཥπբՉࣁǶӢԜǴҁࣴޑӭ׳ಔᙃϣՉᎍჴ፬ຫӭǴಔᙃԋрځ H2ǺϣՉᎍჹബཥՉࣁԖ҅ӛቹៜ ΟǵബཥՉࣁᆶπբᕮਏϐᜢ߯ ჴҾຫҔЈჹࡑπǴπΨزǴࣴزϩ٦ߦബཥՉࣁϐࣴޕᙔϺᆶቅੀؼ(2017)πၸ ۫ޑᡉҢǴӧࠄᗬزǵཥᄬགྷԶᡣπբᕮਏගϲǶKimᆶKoo(2017)ࣴނຫҔЈӦπբ٠ᐟวπௗཥ٣ ᇡӕፕࣁ୷ᘵΠวǴπբγၸബཥՉࣁٰޗബཥՉࣁቹៜǶస(2018)аډڙϐπբᕮਏᡉӦ ගрଷH3ӵΠǺزቹៜππբᕮਏǶӢԜǴҁࣴ H3ǺബཥՉࣁჹπբᕮਏԖ҅ӛቹៜ Ԗύϟਏ݀ڀѤǵബཥՉࣁӧϣՉᎍჹπբᕮਏϐ໔ ำࡋቹៜബཥՉࣁǶЦڙགޑମࣽᙴৣჹϣՉᎍکઓѦࣽޑᡉҢεѠчᆶਲ༜Ӧزᙦ(2014)ϐࣴ нйм ਏૈᆶϣѦΓ፦ࣣךჹຝǴ่݀߄ҢബཥՉࣁቹៜπբᕮਏǴЪԾزऎૠ(2015)аࠄ୍ܺϐπࣁࣴ ໔ቹៜޣϐϣՉᎍǵЈࠨऊϷঁΓπբᕮਏΟچԖυᘋਏ݀ǶЦຐน(2011)ڀჹബཥՉࣁᆶπբᕮਏ ᜢ߯ǶӢԜǴޑჴϣՉᎍቹៜЈࠨऊᆶπբᕮਏǴЪᙖҗЈࠨऊቹៜϣՉᎍᆶπբᕮਏϐ໔زǴࣴ܄ ගрଷH4ӵΠǺزҁࣴ Ԗύϟਏ݀ڀH4ǺബཥՉࣁӧϣՉᎍᆶπբᕮਏϐ໔ ଷ༼زϖǵࣴ ҢǶ܌Ԗଷ༼Ǵӵ߄1܌ޑஒՉᡍزᆕӝॊҁࣴ ଷ༼߄ز߄1 ࣴ H1ǺϣՉᎍჹπբᕮਏԖ҅ӛቹៜ H2ǺϣՉᎍჹബཥՉࣁԖ҅ӛቹៜ H3ǺബཥՉࣁჹπբᕮਏԖ҅ӛቹៜ Ԗύϟਏ݀ڀH4ǺബཥՉࣁӧϣՉᎍᆶπբᕮਏϐ໔ ڀကϷᑽໆπۓᏹբࠠ 3.3
ڔፓᇆ߃ભၗǴӚᡂኧϩձԖϣՉᎍǵബཥՉࣁᆶπբᕮਏǴ٠ᇥܴӚᡂӧୢڔճҔୢزҁࣴ ϐᑽໆБԄǶ ကᆶᑽໆۓǵϣՉᎍϐᏹբࠠ ௲ޑᢀᗺǴӝޑကࣁȨಔᙃճҔՉᎍۓ܄ᏹբޑǴஒϣՉᎍزࣴޑ(ԵBerryᆶParasuraman(1991ୖزҁࣴ ޑޣᙍЪჹࡑπӵذᓬޑࡋٰ੮Րಔᙃϣڋᐟᓰዛ፞ޑΚǴӕਔ٠Ҕӭኬૈޑػวа಄ӝᙍനલЮ ϣՉᎍໆ߄ǴϩࣁΟᄬय़ǺᜫඳǵวᆶዛᓰǶӅ15ᚒǶޑ(௦Ҕഋࠧ(2018ڔᆅȩǶୢ܄ᅿᆅণᏢϷౣ ٬ҔLikertϖᗺЁࡋໆ߄բᑽໆ(1=ߚதόӕཀǴ2=όӕཀǴ3=ද೯Ǵ4=ӕཀ5=ߚதӕཀ)Ǵϩኧຫଯж߄ᇡӕำࡋ ຫଯǶӵ߄2܌ҢǺ ߄2 ϣՉᎍໆ߄ ᡂኧ ᑽໆୢ ᜫඳޑπঁܴዴё࣬ߞٮಔᙃૈග.1 ᜫ 2.ಔᙃޑᜫඳёаܴዴޑၲ๏π ඳ ߄ޑಔᙃૈᡣπԖؼӳ.3
วຎࣁᅿၗǴԶόࢂԋҁޕᆶૈמޑಔᙃஒπ.4 ၸำޑวӧಔᙃύࢂᅿុޕᆶૈמޑπ.5 ಔᙃ௲ᏤπȨࣁϙሶᔈ၀೭٣ȩԶόѝࢂȨᔈ၀ӵՖ೭٣ȩ.6 ॺό૽ግǴΨ௲ػπךӧಔᙃύǴ.7 ว ୍ܺޑϪٮ૽ǴаගޑπࣣԖޑ 8.ಔᙃύ όӕሡޑӣᔈπޑ܄ಔᙃૈԖቸ.9 πբǴ٠วಔᙃౣޑཛྷၗૻǴᙖаׯ๓дॺيಔᙃவπ 10 ܄ख़ाޑՅف୍ܺޑಔᙃӛπၲдॺ.11 12.ಔᙃߚதख़ຎᆶπ໔ޑྎ೯ ࡋૈႴᓰπӅӕπբڋዛᓰکᕮਏຑໆޑಔᙃ.13 ଅٰՉᕮਏຑᆶዛᓰޑዛ 14.ಔᙃ٩Ᏽπჹᜫඳ ᓰ ӣൔޑەոΚԶᕇளӝځπஒӢޑᓬ፦୍ܺٮӧಔᙃύǴග.15
(ၗٰྍǺഋࠧ(2018
нйн ကᆶᑽໆۓΒǵബཥՉࣁϐᏹբࠠ ޑޑ٠ԖҞೌמޑ܄ബཀکޑཥפကࣁȨπ൨ۓԵJanssen(2000)ϷKimᆶKoo(2017)ஒബཥՉࣁୖزҁࣴ ബཥՉࣁໆ߄ǶԜໆ߄ޑ(௦ҔᄃౣᲹ(2018ڔಔᙃύȩǶୢ܈πբҺ୍ǵი໗ډࢬำکགྷݤǵౢࠔޑᔈҔཥ܈௦Ҕ ѝԖঁᄬय़ǴୢӅԖ6ᚒǶ٬ҔLikertϖᗺЁࡋໆ߄բᑽໆ(1=ߚதόӕཀǴ2=όӕཀǴ3=ද೯Ǵ4=ӕཀ5=ߚத ӕཀ)Ǵϩኧຫଯж߄ᇡӕำࡋຫଯǶӵ߄3܌ҢǺ ߄3 ബཥՉࣁໆ߄ ᡂኧ ᑽໆୢ ཥགྷݤޑౢࠔܭаϷჹೌמǵࢬำǵמཥ഻ࣽ൨ך.1 གྷݤޑౢғԖബཀךബ 2.ӧπբύ ཥགྷݤޑךቶکӛձΓ࠹ך.ཥ 3 ၗߎٰྍޑഢڀሡ܌ዴߥჴࡼཥགྷݤਔکפ൨ך.Չ 4 ௨ำکीฝޑрुڋךࣁ 5.ࣁΑՉཥགྷݤǴ ޑࢂബཥךǴقаπբ߄Զ.6 (ၗٰྍǺᄃౣᲹ(2018 ကᆶᑽໆۓΟǵπբᕮਏϐᏹբࠠ ಔᙃډ໔ϣࣁΑၲۓကࣁȨπӧࢌۓԵCampbell(1990)ǵBormanᆶMotowidlo(1993)ஒπբᕮਏୖزҁࣴ ௦Ҕጰ٫զڔၲԋࡋຑ᠘ϷᔠᡍȩǶୢޑՉࣁǴಔᙃё٩ᏵπჹҞޑ߄рٰ܌ҞǴکයఈޑՅف፟ϒ၀ ᄬय़ǺҺ୍ᕮਏϷે๎ᕮਏǴᕴीԖ10ᚒୢǶ٬ҔLikertϖᗺЁࡋໆ߄բঁٿπբᕮਏໆ߄Ǵϩࣁޑጓᇙ(2018) ᑽໆ(1=ߚதόӕཀǴ2=όӕཀǴ3=ද೯Ǵ4=ӕཀ5=ߚதӕཀ)Ǵϩኧຫଯж߄ᇡӕำࡋຫଯǶӵ߄4܌ҢǺ ߄4 πբᕮਏໆ߄ ᡂኧ ᑽໆୢ ҞޑϦљा܈Ьᆅډπբ߄ਔதૈၲޑך.1
πբਏଯޑך.Һ 2 ୍ ࡋޑೢπբॄ܌๓ೕჄᆶӼ௨Ծρִૈך.ᕮ 3 ೀޑಒЪૈϪޑݙཀπբך.ਏ 4 ᙍೢޑᅰ๓πբૈך.5 ᆶӕ٣ӝբค໔٠ᕇளߞᒘૈך.6
๏ϒЍᆶႴᓰךୢᚒਔǴډӕ٣ၶ.7 ે ๎ Һ୍ޑշӕ٣ֹԋᆶԾρคᜢڐᑈཱུך.ᕮ 8 πբҺ୍ޑ܄ԖࡷᏯڀᏼ٠ௗΠ܍Ьך.ਏ 9 ඹϦљགྷ٠Ьᔅշӕ٣ך.10
(ၗٰྍǺጰ٫զ(2018 ܫวڔჹຝᆶୢزࣴ 3.4
ჹຝزǵࣴ ෳჹຝǶڙբࣁޣଞჹҞѠϐҾӧᙍزҁࣴ
ኬБݤܜΒǵ วғǶGorsuch(1983)ࡌޑБԄǴаᗉխคਏኬҁޑᚒѸ༤ीаڔǴӧୢڔ௦Ҕરҁᆶᆛၡୢزҁࣴ Ҟঁኧࣁ40(όх֖Γαीᡂڔୢزҁࣴܭ100ঁǶҗܭ5७ǴЪᕴኬҁኧाεޑኬҁೕኳελനӳࣁᚒኧ ǶڔႣीӅวр200ҽୢزаҁࣴ܌)Ǵ ܫวڔΟǵෳୢ ϐӃჴࡼෳำׇǴаᕕှࢂցԖڔԄୢ҅ܫࢂӧวܭࣁΑᗉխวғୢᇟཀόమǵόӝୢݤຝǴ ӣԏኧ30ҽǶڔϒԖӧҾϐΓǴᕴीԖਏୢܫวڔሡाঅ҅ϐୢǶෳୢ Ѥǵෳߞࡋϩ
нйо ϐ໔ࣁύߞࡋǴ߾͉ 0.7 ک 0.35 ܭեߞࡋǴ͉ॶϟܭឦ 0.35 ܭCuieford(1965)ගр Cronbach's ͉ॶե ٩ྣ Cronbach's ͉ॶࣁ 0.910ǵബཥՉࣁࣁ 0.710ǵπբᕮਏࣁ 0.870Ǵ ޑϣՉᎍزଯߞࡋǶҁࣴܭаឦ 0.7 ܭॶଯ ߞࡋǶޑۓԖڀڔ0.7Ǵ಄ӝଯߞࡋྗǴ߄Ңҁୢ ܭࣣε 4. ၗϩ ӣԏᆶኬҁ่ᄬϩڔୢ 4.1
ӣԏ่݀ڔǵୢ Ӆी197ڔӅी29ҽǴᡏԖਏୢڔӅीӣԏ226ҽǴคਏୢڔኬϐჹຝǶୢܜزࣁҁࣴޣаҾӧᙍزҁࣴ ӣԏࣁ87ʘǶڔҽǴԖਏୢ Βǵኬҁ่ᄬϩ ՞59.9ʘ(N=118)ǶԃសБय़Ǵ܄՞40.1ʘ(N=79)Ǵζ܄تձБय़܄ҢǴӧ܌ኬҁၗ(N=197)Ǵҗ߄5زҁࣴ ځа41~50ྃۚӭ՞31.0%(N=61)Ǵ31~40ྃ՞നϿࣁ20.8ʘ(N=41)Ƕ௲ػำࡋБय़аεᏢำࡋۚӭ՞44.2ʘ(N=87)Ǵ ԛࣁଯύᙍ՞21.3ʘ(N=42ȑǴଯύᙍаΠ՞നϿࣁ1.5ʘ(N=3)ǶӧҺᙍ୍Бय़ЬᆅΓ՞28.9ʘ(N=57)ǴߚЬᆅ ԛࣁ1~҂ᅈ3ԃ՞17.8ʘ(N=35)Ǵ5~҂ᅈ7ځΓ՞71.1ʘ(N=140)Ƕ୍ܺԃၗБय़а10ԃаۚӭ՞45.7ʘ(N=90)Ǵ ԛࣁ55001ϡа՞25.4ʘځԃ՞നϿࣁ6.1ʘ(N=12)ǶҞπբДᖒБय़а25001~35000ϡۚӭ՞27.9ʘ(N=55)Ǵ ԛࣁ୍ܺ՞15.7ʘځN=50)Ǵ25000ϡаΠ՞നϿࣁ7.1%(N=14)ǶౢБय़аᇙۚӭ՞23.4ʘ(N=46)Ǵ) (N=31)Ǵа೯ૻ՞നϿ2% (N=4)Ƕ ߄5 ኬҁ่ᄬԛኧ߄ Ҟ ᜪձ ԛኧ ԭϩК ಕᑈԭϩК 40.1 40.1 79 ܄ت ܄ձ ζ܄ 118 59.9 100 ᕴी 197 100 ! 21~30 ྃ 44 22.3 22.3 31~40 ྃ 41 20.8 43.1 ԃស 41~50 ྃ 61 31 74.1 Ȑ֖ȑа 51 25.9 100ྃ 50 ᕴी 197 100 ! ଯύᙍаΠ 3 1.5 1.5 ଯύᙍ 42 21.3 22.8 ࣽ 25 12.7 35.5 ௲ػำࡋ εᏢ 87 44.2 79.7 Ȑ֖ȑа 40 20.3 100܌زࣴ ᕴी 197 100 ! ЬᆅΓ 57 28.9 28.9 Һᙍ୍ ߚЬᆅΓ 140 71.1 100 ᕴी 197 100 ! ҂ᅈ 1 ԃ 16 8.1 8.1 1ɴ҂ᅈ 3 ԃ 35 17.8 25.9 3ɴ҂ᅈ 5 ԃ 22 11.2 37.1 ୍ܺԃၗ 5ɴ҂ᅈ 7 ԃ 12 6.1 43.1 7ɴ҂ᅈ 10 ԃ 22 11.2 54.3 ԃȐ֖ȑа 90 45.7 100 10
нйп ߄5 ኬҁ่ᄬԛኧ߄(ុ) ᕴी 197 100 ! 25000 аΠ 14 7.1 7.1 25001~35000 ϡ 55 27.9 35 35001~45000 ϡ 45 22.8 57.9 ҞπբДᖒ 45001~55000 ϡ 33 16.8 74.6 55001 ϡа 50 25.4 100 ᕴी 197 100 ! ߎᑼߥᓀ 20 10.2 10.2 ᏢೌൂՏ 13 6.6 16.8 ႝηၗૻ 7 3.6 20.3 ᇙኬ 46 23.4 43.7 ᇙ 11 5.6 49.2מଯࣽ ᙴᕍ 10 5.1 54.3 ౢ ೯ૻ 4 2 56.3 ࢬ೯႟୧ 9 4.6 60.9 ϦৎൂՏ 29 14.7 75.6 ୍ܺ 31 15.7 91.4 д 17 8.6 100ځ ᕴी 197 100 ! 4.2 ߞࡋϩ аǶҁࣴ 0.7 ډ߾ሡၲྗۓБݤǴ Cronbach's ͉ॶຫଯ߾ж߄ߞࡋຫଯǴղۓਥᏵ Cuieford(1965)ගрᔠ аǴ 0.7 ܭCronbach's ͉ॶǺϣՉᎍࣁ 0.950ǵബཥՉࣁࣁ 0.875ǵπբᕮਏࣁ 0.903Ǵࣣε ޑӚᡂኧڔԄୢ҅ز а௦ߞǶىߞࡋǴޑۓԖڔ߄Ңҁ҅Ԅୢ 4.3 ௶ॊ܄ी Ҟǵޑനᅈཀ܈നख़ຎځӚୢՉѳ֡ኧϩǶޑҁаϣՉᎍǵബཥՉࣁǵπբᕮਏΟεᡂኧ നόख़ຎ܈നόᅈཀϐҞǶ ǵϣՉᎍ ॺό૽ግǴΨ௲ػπȩϐѳךΒঁୢǴаȨӧಔᙃύǴޑǴයఈനଯޕӧϣՉᎍБय़Ǵҗ߄ 6 ள ၸำȩϐѳ֡ኧ 3.89 ԛϐǴ߄Ңಔᙃຫख़ຎޑวӧಔᙃύࢂᅿុޕᆶૈמޑኧ 3.91 ࣁനଯǴȨπ֡ ΒঁୢǴԖȨಔޑҾࢂᜫཀख़ຎ૽ግวीฝǶයఈॶനեډڙวǴᙍᕕှϷགޕ௲ػ૽ግϷޑπ πঁܴዴёٮπբǴ٠วಔᙃౣȩϐѳ֡ኧ 3.49ǵȨಔᙃૈගޑཛྷၗૻǴᙖаׯ๓дॺيᙃவπ ᜫඳǶޑΑόܴዴٮౣϷගޑύаׯ๓ಔᙃـཀޑᜫඳȩϐѳ֡ኧ 3.49Ǵ߄ҢಔᙃၨϿவπٗཛྷӣ㎸ޑ࣬ߞ ߄ 6 ϣՉᎍ௶ॊ܄ीϩ߄ ᡂ ୢ ѳ֡ኧ ྗৡ ௨ׇ ᜫඳ 3.49 0.940 10ޑπঁܴዴё࣬ߞٮಔᙃૈග.1
ϣ 2.ಔᙃޑᜫඳёаܴዴޑၲ๏π 3.61 0.853 6 ߄ޑ ಔᙃૈᡣπԖؼӳ Չ 3. 3.64 0.818 5 วຎࣁᅿၗǴԶόࢂԋҁ 3.59 0.919 7ޕᆶૈמޑᎍ 4.ಔᙃஒπ ၸำ 3.89 0.768 2ޑวӧಔᙃύࢂᅿុޕᆶૈמޑπ.5
нйр ߄ 6 ϣՉᎍ௶ॊ܄ीϩ߄(ុ) ಔᙃ௲ᏤπȨࣁϙሶᔈ၀೭٣ȩԶόѝࢂȨᔈ၀ӵՖ.6 3.76 0.914 3 ೭٣ȩ ॺό૽ግǴΨ௲ػπ 3.91 0.832 1ךӧಔᙃύǴ.7 3 0.910 3.76 ୍ܺޑϪٮ૽ǴаගޑπࣣԖޑಔᙃύ.8 9 0.884 3.50 όӕሡޑӣᔈπޑ܄ಔᙃૈԖቸ.9 ϣ πբǴ٠วಔᙃޑཛྷၗૻǴᙖаׯ๓дॺي 10.ಔᙃவπ 3.49 0.935 10 Չ ౣ ᎍ 4 0.853 3.69 ܄ख़ाޑՅف୍ܺޑಔᙃӛπၲдॺ.11 12.ಔᙃߚதख़ຎᆶπ໔ྎ೯ 3.61 0.934 6 ࡋૈႴᓰπӅӕπբ 3.64 0.972 5ڋዛᓰکᕮਏຑໆޑಔᙃ.13 ଅٰՉᕮਏຑᆶዛᓰ 3.51 0.972 8ޑಔᙃ٩Ᏽπჹᜫඳ.14 ӣൔ 3.59 0.984 7ޑەոΚԶᕇளӝځπஒӢޑᓬؼ୍ܺٮӧಔᙃύǴග.15 ΒǵബཥՉࣁ གྷݤȩϐѳ֡ኧ 3.75ޑౢғԖബཀךΒঁୢǴаȨӧπբύޑǴයఈനଯޕӧബཥՉࣁБय़Ǵҗ߄ 7 ள ௨ำȩϐѳ֡ኧ 3.68 ԛϐǴ߄ҢπεӭӧπբύόᘐکीฝޑрुڋךࣁനଯǴȨࣁΑՉཥགྷݤǴ ךȩϐѳ֡ኧ 3.44ǵȨޑࢂബཥךǴقΒঁୢԖȨаπբ߄ԶޑБݤ٠ࣁԜೕჄǶයఈॶനեޑϷౢғཥ൨ޑ ׳ཥБݤᡣπբၗߎٰྍȩϐѳ֡ኧ 3.48Ǵ߄Ңᗨฅπӧπբਔ൨ޑഢڀሡ܌ዴߥჴࡼཥགྷݤਔکפ൨ ǶޑࢂКၨؒਏ܈ޑགྷݤѐዴߥࢂցёՉǴӢԜཥགྷݤεӭࢂόёՉޑճǴՠπόӢࣁཥ ߄ 7 ബཥՉࣁ௶ॊ܄ीϩ߄ ᡂ ୢ ѳ֡ኧ ྗৡ ௨ׇ གྷݤ 3.75 0.740 1ޑౢғԖബཀךӧπբύ.1
ཥགྷݤ 3.67 0.705 3ޑךቶکӛձΓ࠹ך.ബ 2 ၗߎٰྍޑഢڀሡ܌ዴߥჴࡼཥགྷݤਔکפ൨ך ཥ Չ 3. 3.48 0.799 4 ௨ำ 3.68 0.726 2کीฝޑрुڋךࣁ 4.ࣁΑՉཥགྷݤǴ 5 0.804 3.44 ޑࢂബཥךǴقаπբ߄Զ.5 Οǵπբᕮਏ ᙍೢȩϐѳ֡ኧ 4.23 ࣁനଯǴȨޑ๓ᅰπբૈךΒঁୢǴаȨޑǴයఈനଯޕӧπբᕮਏБय़Ǵҗ߄ 8 ள πբϷᔅշޑ๏ϒЍᆶႴᓰȩϐѳ֡ኧ 4.15 ԛϐǴ߄ҢπӧπբਔӳԾρҽϣךୢᚒਔǴډӕ٣ၶ ךπբҺ୍ȩϐѳ֡ኧ 3.72ǵȨޑ܄ԖࡷᏯڀᏼ٠ௗΠ܍ЬךΒঁୢԖȨޑӕ٣Ƕයఈॶനեޑୢᚒਔډၶ ᏼཥπ܍πբၨόԖᑈཱུЬޑҺ୍ȩϐѳ֡ኧ 3.96ǴᡉҢπѝӳҽϣޑշӕ٣ֹԋᆶԾρคᜢڐᑈཱུ բޑՉࣁǶ ߄ 8 πբᕮਏ௶ॊ܄ीϩ߄ ᡂ ୢ ѳ֡ኧ ྗৡ ௨ׇ Ҟ 4.02 0.610 5ޑϦљा܈Ьᆅډπբ߄ਔதૈၲޑך.1 πբਏଯ 3.99 0.685 6ޑך.2
ࡋ 4.07 0.563 4ޑೢπբॄ܌๓ೕჄᆶӼ௨Ծρִૈך.π 3 բ ೀ 4.10 0.619 3ޑಒЪૈϪޑݙཀπբך.ᕮ 4 ᙍೢ 4.23 0.559 1ޑ๓ᅰπբૈך.ਏ 5 ᆶӕ٣ӝբค໔٠ᕇளߞᒘ 4.07 0.607 4ૈך.6 ๏ϒЍᆶႴᓰ 4.15 0.601 2ךୢᚒਔǴډӕ٣ၶ.7
нйс ߄ 8 πբᕮਏ௶ॊ܄ीϩ߄(ុ) Һ୍ 3.96 0.691 8ޑշӕ٣ֹԋᆶԾρคᜢڐᑈཱུך.8 πբҺ୍ 3.72 0.768 9ޑ܄ԖࡷᏯڀᏼ٠ௗΠ܍Ьך.9 3.97 0.706 7 ඹϦљགྷ٠Ьᔅշӕ٣ך.10 4.4 ৡ౦܄ϩ ޑձǵԃសǵ௲ػำࡋǵҺᙍ୍ǵ୍ܺԃၗǵҞπբДᖒǵౢ)ჹӚᡂኧ܄)ҁόӕΓαीᡂኧ ৡ౦ǴаൂӢηᡂ౦ኧϩԃសǵ௲ػำࡋǵ୍ܺԃၗǵҞޑձᆶҺᙍ୍໔܄ϩۓǶаᐱҥኬҁ t ᔠ܄ৡ౦ πբДᖒǵౢǶ ǵόӕ܄ձჹӚᡂኧϐৡ౦܄ϩ ബཥՉ܄تύځǴ܄ζܭଯ܄تϩ္Ԗᡉৡ౦ǴബཥՉࣁ܄ৡ౦ޑձόӕӧബཥՉࣁ܄Ǵޕவ߄ 9 ёள ܭғ࣬ၨتޕձόӕӧϣՉᎍᆶπբᕮਏࣣคᡉৡ౦Ƕவϩёள܄ѳ֡ॶ 3.545ǹ܄ζܭࣁѳ֡ॶ 3.797 ଯ ζғКၨख़ຎᆶӧЯബཥՉࣁૈΚǶ ߄ۓձჹӚᡂኧϐৡ౦ᔠ܄߄ 9 όӕ ٣ࡕКၨ ձ ѳ֡ॶ ྗৡ t ॶ p ॶ܄ ᡂኧ 0.728 3.686 ت ϣՉᎍ 0.659 0.511 ! ζ 3.62 0.668 0.534 3.797 ت ɧζت **ബཥՉࣁ 3.001 0.003 ζ 3.545 0.606 0.519 4.085 ت πբᕮਏ 1.43 0.154 ! ζ 3.987 0.433 ຏǺ*ࣁ pɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001 ΒǵόӕԃសჹӚᡂኧϐৡ౦܄ϩ வ߄ 10 ёளޕǴԃសόӕӧϣՉᎍǵബཥՉࣁπբᕮਏࣣคᡉৡ౦Ƕ ߄ۓ߄ 10 όӕԃសჹӚᡂኧϐৡ౦ᔠ ٣ࡕКၨ ᡂኧ ԃស ѳ֡ॶ ྗৡ F ॶ p ॶ 21-30 ྃ(1) 3.626 0.558 ϣ 31-40 ྃ(2) 3.524 0.691 0.705 0.55 Չᎍ 41-50 ྃ(3) 3.678 0.737 Ȑ֖ȑа(4) 3.725 0.743ྃ 51 21-30 ྃ(1) 3.549 0.619 ബཥ 31-40 ྃ(2) 3.679 0.611 0.667 0.573 Չࣁ 41-50 ྃ(3) 3.708 0.483 Ȑ֖ȑа(4) 3.631 0.665ྃ 51 21-30 ྃ(1) 4.027 0.456 πբ 31-40 ྃ(2) 3.949 0.441 0.505 0.679 ᕮਏ 41-50 ྃ(3) 4.059 0.462 Ȑ֖ȑа(4) 4.049 0.52ྃ 51 ຏǺ*ࣁ pɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001 ϩ܄Οǵόӕ௲ػำࡋჹӚᡂኧϐৡ౦ Ǵ௲ػำࡋόӕӧϣՉᎍǵബཥՉࣁπբᕮਏࣣคᡉৡ౦Ƕޕவ߄ 11 ёள
нйт ߄ۓ߄ 11 όӕ௲ػำࡋჹӚᡂኧϐৡ౦ᔠ ٣ࡕКၨ ᡂኧ ௲ػำࡋ ѳ֡ॶ ྗৡ F ॶ p ॶ ଯύᙍаΠ(1) 3.778 0.567 ଯύᙍ(2) 3.729 0.622 ϣ ࣽ(3) 3.48 0.931 0.602 0.662 ! Չᎍ εᏢ(4) 3.67 0.68 Ȑ֖ȑа(5) 3.598 0.64܌زࣴ ଯύᙍаΠ(1) 3.611 0.255 ଯύᙍ(2) 3.552 0.595 ബཥ ࣽ(3) 3.573 0.684 0.726 0.575 ! Չࣁ εᏢ(4) 3.723 0.583 Ȑ֖ȑа(5) 3.638 0.562܌زࣴ ଯύᙍаΠ(1) 4.167 0.379 ଯύᙍ(2) 3.995 0.397 πբ ࣽ(3) 4.064 0.465 1.026 0.395 ! ᕮਏ εᏢ(4) 4.085 0.462 Ȑ֖ȑа(5) 3.918 0.551܌زࣴ ຏǺ*ࣁ pɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001 ѤǵόӕҺᙍ୍ჹӚᡂኧϐৡ౦܄ϩ வ߄ 12 ёளޕǴҺᙍ୍όӕӧബཥՉࣁޑৡ౦܄ϩ္Ԗᡉৡ౦ǶബཥՉࣁЬᆅΓଯܭߚЬᆅΓǴ όӕӧϣՉᎍᆶπբᕮਏࣣคᡉৡ౦Ƕޑѳ֡ॶ 3.590ǹҺᙍ୍܄ζܭύЬᆅΓബཥՉࣁѳ֡ॶ 3.784 ଯځ வԜϩёளޕЬᆅΓ࣬ၨܭߚЬᆅΓКၨख़ຎᆶӧЯബཥՉࣁૈΚǶ ߄ۓ߄ 12 όӕҺᙍ୍ჹӚᡂኧϐৡ౦ᔠ ٣ࡕКၨ ᡂኧ Һᙍ୍ ѳ֡ॶ ྗৡ t ॶ p ॶ ЬᆅΓ 3.758 0.602 ϣՉᎍ 1.448 0.149 ! ߚЬᆅΓ 3.601 0.722 ЬᆅΓ 3.784 0.534 ബཥՉࣁ 2.102 0.037* ЬᆅΓɧߚЬᆅΓ ߚЬᆅΓ 3.590 0.604 ЬᆅΓ 4.049 0.473 πբᕮਏ 0.432 0.666 ! ߚЬᆅΓ 4.017 0.471 ຏǺ*ࣁ pɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001 ϖǵόӕ୍ܺԃၗჹӚᡂኧϐৡ౦܄ϩ வ߄ 13 ёளޕǴ୍ܺԃၗόӕӧϣՉᎍǵബཥՉࣁᆶπբᕮਏࣣคᡉৡ౦Ƕ ߄ۓ߄ 13 όӕ୍ܺԃၗჹӚᡂኧϐৡ౦ᔠ
٣ࡕКၨ ᡂኧ ୍ܺԃၗ ѳ֡ॶ ྗৡ F ॶ p ॶ
҂ᅈ 1 ԃ(1) 3.60 0.577 1~҂ᅈ 3 ԃ(2) 3.495 0.775 ϣ 3~҂ᅈ 5 ԃ(3) 3.561 0.835 1.23 0.297 ! Չᎍ 5~҂ᅈ 7 ԃ(4) 3.622 0.539 7~҂ᅈ 10 ԃ(5) 3.5 0.685
нкй (ុ)߄ۓ߄ 13 όӕ୍ܺԃၗჹӚᡂኧϐৡ౦ᔠ ԃȐ֖ȑа(6) 3.773 0.651 10 ҂ᅈ 1 ԃ(1) 3.49 0.473 1~҂ᅈ 3 ԃ(2) 3.619 0.732 ബཥ 3~҂ᅈ 5 ԃ(3) 3.576 0.648 0.678 0.641 ! Չࣁ 5~҂ᅈ 7 ԃ(4) 3.667 0.823 7~҂ᅈ 10 ԃ(5) 3.561 0.618 ԃȐ֖ȑа(6) 3.72 0.488 10 ҂ᅈ 1 ԃ(1) 3.781 0.394 1~҂ᅈ 3 ԃ(2) 4.034 0.543 πբ 3~҂ᅈ 5 ԃ(3) 4.045 0.43 1.065 0.381 ! ᕮਏ 5~҂ᅈ 7 ԃ(4) 4.083 0.517 7~҂ᅈ 10 ԃ(5) 3.986 0.505 ԃȐ֖ȑа(6) 4.064 0.446 10 ຏǺ*ࣁ pɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001 ϤǵόӕҞπբДᖒჹӚᡂኧϐৡ౦܄ϩ வ߄ 14 ёளޕДᖒόӕӧϣՉᎍޑৡ౦܄ϩ္Ԗᡉৡ౦ǴϣՉᎍϐ 55001 ϡаଯܭ 25001~35000 ϩ܄ৡ౦ޑϡѳ֡ॶ 3.470ǶДᖒόӕӧബཥՉࣁ 35000~25001 ܭύ 55001 ϡаϣՉᎍѳ֡ॶ 3.901 ଯځϡǴ ܭύ 55001 ϡаബཥՉࣁѳ֡ॶ 3.847 ଯځϡǴ 35000~25001 ܭ္Ԗᡉৡ౦ǴബཥՉࣁϐ 55001 ϡаଯ ДܭΓ࣬ၨޑДᖒ 55001 ϡаޕϡѳ֡ॶ 3.452ǹДᖒόӕӧπբᕮਏคᡉৡ౦ǶவԜϩёள 35000~25001 ᖒ 25001~35000 ϡޑΓКၨख़ຎᆶӧЯҾޑϣՉᎍᆶബཥՉࣁૈΚǶ ߄ۓ߄ 14 όӕҞπբДᖒჹӚᡂኧϐৡ౦ᔠ ٣ࡕКၨ ᡂኧ ҞπբДᖒ ѳ֡ॶ ྗৡ F ॶ p ॶ 25000 ϡаΠ(1) 3.467 0.811 25001~35000 ϡ(2) 3.470 0.705 ϣ 35001~45000 ϡ(3) 3.585 0.63 3.121 0.016* (5)ɧ(2) Չᎍ 45001~45000 ϡ(4) 3.713 0.719 55001 ϡа(5) 3.901 0.617 25000 ϡаΠ(1) 3.655 0.575 25001~35000 ϡ(2) 3.452 0.589 ബཥ 35001~45000 ϡ(3) 3.685 0.518 3.153 0.015* (5)ɧ(2) Չࣁ 45001~45000 ϡ(4) 3.611 0.688 55001 ϡа(5) 3.847 0.534 25000 ϡаΠ(1) 4.036 0.427 25001~35000 ϡ(2) 3.895 0.416 πբ 35001~45000 ϡ(3) 4.096 0.462 2.125 0.079 ! ᕮਏ 45001~45000 ϡ(4) 3.982 0.56 55001 ϡа(5) 4.136 0.461 ຏǺ*ࣁ pɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001
нкк ΎǵόӕౢჹӚᡂኧϐৡ౦܄ϩ வ߄ 15 ёளޕǴౢόӕӧϣՉᎍǵബཥՉࣁπբᕮਏࣣคᡉৡ౦Ƕ ߄ۓ߄ 15 όӕౢჹӚᡂኧϐৡ౦ᔠ ٣ࡕКၨ ᡂኧ ౢ ѳ֡ॶ ྗৡ F ॶ p ॶ
ߎᑼߥᓀ(1) 3.95 0.554 ᏢೌൂՏ(2) 3.815 0.436 ႝηၗૻ(3) 3.305 0.824 ᇙ(4) 3.322 0.87 ᇙ(5) 3.867 0.441מଯࣽ ϣՉᎍ ᙴᕍ(6) 3.507 0.617 2.617 0.005* - ೯ૻ(7) 4.35 0.731 ࢬ೯႟୧(8) 3.519 0.515 ϦৎൂՏ(9) 3.648 0.524 ୍ܺ(10) 3.778 0.709 д(11) 3.776 0.503ځ ߎᑼߥᓀ(1) 3.692 0.6 ᏢೌൂՏ(2) 4.077 0.406 ႝηၗૻ(3) 3.595 0.652 ᇙ(4) 3.489 0.632 ᇙ(5) 3.879 0.538מଯࣽ ബཥՉࣁ ᙴᕍ(6) 3.8 0.597 1.592 0.112 ! ೯ૻ(7) 3.708 0.479 ࢬ೯႟୧(8) 3.722 0.741 ϦৎൂՏ(9) 3.477 0.582 ୍ܺ(10) 3.683 0.54 д(11) 3.637 0.504ځ ߎᑼߥᓀ(1) 3.955 0.521 ᏢೌൂՏ(2) 4.162 0.36 ႝηၗૻ(3) 3.957 0.658 ᇙ(4) 4.05 0.556 ᇙ(5) 3.982 0.433מଯࣽ πբᕮਏ ᙴᕍ(6) 4.21 0.451 1.375 0.194 ! ೯ૻ(7) 4.625 0.378 ࢬ೯႟୧(8) 4.011 0.326 ϦৎൂՏ(9) 3.862 0.32 ୍ܺ(10) 4.042 0.454 д(11) 4.012 0.444ځ ຏǺ*ࣁ pɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001
нкл 4.5 ࣬ᜢϩ
ǴӚᡂኧ໔ϐ࣬ᜢ߯ኧ֡ၲᡉНྗǶϣՉᎍჹബཥՉࣁǵϣޕёளۓᔠޑPearson࣬ᜢ߯ኧޑਥᏵ߄16 ՉᎍჹπբᕮਏǵബཥՉࣁჹπբᕮਏࣁᡉύࡋ҅ӛ࣬ᜢȐ0.3ɦ| r |ɦ0.7ȑǶӢԜǴёᝩុՉᘜϩǶ
߄16 ϣՉᎍǵബཥՉࣁǵπբᕮਏϐ࣬ᜢϩ߄Ƕ ᄬय़ ϣՉᎍ ബཥՉࣁ πբᕮਏ ϣՉᎍ 1 ബཥՉࣁ 0.450** 1 πբᕮਏ 0.415** 0.467** 1 ຏǺ*ࣁ pɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001 4.6 ᘜϩ
ǵϣՉᎍჹπբᕮਏϐቹៜ ϣՉᎍᆶπբᕮਏϐᘜϩύǴϩ่݀ӵ߄17܌ҢǶϣՉᎍ҂ྗϯᘜ߯ኧॶࣁ0.282Ǵpॶ=0.000Ǵ ำࡋຫଯǴ߾ڙჹϣՉᎍϐགޣᡉНྗ(pɦ0.001)Ǵ߄ҢϣՉᎍᡉ҅ӛቹៜπբᕮਏǶ೭Ψж߄ӧᙍډၲ ଷH1ᕇளЍǶزԖှញΚǶࡺᡍҁࣴڀF=40.544Ǵp<0.001Ǵ߄ҢԜኳԄۓπբᕮਏຫӳǶኳԄᔠ ߄17 ϣՉᎍჹπբᕮਏϐᘜϩ߄ ᡂኧ ߯ኧ tॶ pॶ VIF (தኧ) 2.997 18.222 0.000 ϣՉᎍ 0.282 6.367 0.000 1.000 ኳԄ ፓࡕRѳБ=0.168 F=40.544 p=0.000
٩ᡂኧǺπբᕮਏ 2.*ࣁpɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001.1 ΒǵϣՉᎍჹബཥՉࣁϐቹៜ ϣՉᎍᆶബཥՉࣁϐᘜϩύǴϩ่݀ӵ߄18܌ҢǶϣՉᎍ҂ྗϯᘜ߯ኧॶࣁ0.384Ǵpॶ=0.000Ǵ ำࡋຫଯǴ߾ቚуബཥڙჹϣՉᎍϐགޣᡉНྗǴ߄ҢϣՉᎍᡉ҅ӛቹៜബཥՉࣁǶ೭Ψж߄ӧᙍډၲ ଷH2ᕇளЍǶزԖှញΚǶࡺᡍҁࣴڀF=49.566Ǵp<0.001Ǵ߄ҢԜኳԄۓՉࣁૈΚǶኳԄᔠ ߄18 ϣՉᎍჹബཥՉࣁϐᘜϩ߄ ᡂኧ ߯ኧ tॶ pॶ VIF (தኧ) 2.246 11.099 0.000 ϣՉᎍ 0.384 7.040 0.000 1.000 ኳԄ ፓࡕRѳБ=0.199 F=49.566 p=0.000
٩ᡂኧǺബཥՉࣁ 2.*ࣁpɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001.1 ΟǵബཥՉࣁჹπբᕮਏϐቹៜ ബཥՉࣁᆶπբᕮਏϐᘜϩύǴϩ่݀ӵ߄19܌ҢǶബཥՉࣁ҂ྗϯᘜ߯ኧॶࣁ0.373Ǵpॶ=0.000Ǵ ჹബཥՉࣁຫӭǴ߾πբᕮਏޣᡉНྗ(pɦ0.001)Ǵ߄ҢബཥՉࣁᡉ҅ӛቹៜπբᕮਏǶ೭Ψж߄ӧᙍډၲ ଷH3ᕇளЍǶزԖှញΚǶࡺᡍҁࣴڀF=54.504Ǵp<0.001Ǵ߄ҢԜኳԄۓຫӳǶኳԄᔠ ߄19 ബཥՉࣁჹπբᕮਏϐᘜϩ߄ ᡂኧ ߯ኧ tॶ pॶ VIF (தኧ) 2.667 14.301 0.000 ϣՉᎍ 0.373 7.383 0.000 1.000 ኳԄ ፓࡕRѳБ=0.214 F=54.504 p=0.000
٩ᡂኧǺπբᕮਏ 2.*ࣁpɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001.1
нкм 4.7 ύϟਏ݀ϐᡍ
ௗਏ݀ࣁ0.256ǴϣՉᎍബཥՉࣁԿޔǴϣՉᎍჹπբᕮਏϐޕҢǶவ߄20ё܌ϩ่݀ӵ߄20زҁࣴ ଷزԖϩύϟਏ݀ǶӢԜǴҁࣴڀπբᕮਏϐၡ৩໔ௗਏ݀ॶࣁ0.159ǶࡺബཥՉࣁჹϣՉᎍᆶπբᕮਏϐ໔ H4ᕇளЍǶ Ԗύϟኳࠠڀ߄ 20 ബཥՉࣁჹϣՉᎍᆶπբᕮਏϐ໔
πբᕮਏ ബཥՉࣁ ኳࠠ ኳࠠΒ Ծᡂ ϣՉᎍ 0.450*** 0.415*** 0.256*** ύϟᡂ ബཥՉࣁ 0.352***
Adj-R2 0.199 0.168 0.263 F 49.566*** 40.544*** 36.038*** p 0.000 0.000 0.000 ٩ᡂኧǺπբᕮਏ 2. *ࣁ pɦ0.05 **ࣁ pɦ0.01 ***ࣁ pɦ0.001.ຏǺ1 ଷᡍ่݀زࣴ 4.8 ҢǶ܌ ଷϐᡍ่݀༼Ǵӵ߄ 21زӚࣴزҁࣴ
ଷ่݀༼߄ز߄ 21 ࣴ ଷ ᡍ่݀زࣴ H1ǺϣՉᎍჹπբᕮਏԖ҅ӛቹៜ ԋҥ H2ǺϣՉᎍჹബཥՉࣁԖ҅ӛቹៜ ԋҥ H3ǺബཥՉࣁჹπբᕮਏԖ҅ӛቹៜ ԋҥ Ԗύϟਏ݀ ԋҥڀH4ǺബཥՉࣁӧϣՉᎍᆶπբᕮਏϐ໔
5. ่ፕϷࡌ ፕ่زࣴ 5.1 ǵϣՉᎍჹബཥՉࣁᆶπբᕮਏԖ҅ӛቹៜ ໔Ӹӧᡉ҅ӛቹៜǶࣴޣٿᡍΑځǴޑǴϣՉᎍჹബཥՉࣁԖᡉ҅ӛቹៜࢂԋҥޕҗᘜϩёள ϣՉᎍჹޕӵ Haider ᆶ Akbar(2017)ϐ่ፕ࣬಄ǴଯࡋϣՉᎍቚуঁᡏബཥՉࣁǶΨёளޣᆶӃᏢ่݀ز ӵ Salehzadeh etޣᆶӃᏢ่݀ز໔Ӹӧᡉ҅ӛቹៜǶࣴޣٿᡍΑځǴޑπբᕮਏԖᡉ҅ӛቹៜࢂԋҥ ፕ࣬಄ǴଯࡋϣՉᎍගଯπբᕮਏǶ่ځ(al.(2017 ΒǵബཥՉࣁჹπբᕮਏԖ҅ӛቹៜ ໔Ӹӧᡉ҅ӛቹៜǶࣴޣٿᡍΑځǴޑǴബཥՉࣁჹπբᕮਏԖᡉ҅ӛቹៜࢂԋҥޕҗᘜϩёள ΚቚуගଯπբᕮਏǶૈޑፕ࣬಄ǴബཥՉࣁ่ځ(ӵᙔϺᆶቅੀؼ(2017ޣᆶӃᏢ่݀ز ΟǵബཥՉࣁϐύϟਏ݀ ӛቹៜǴ߄ҢҾӧՉΓ٣ᆅ҅ޑǴϣՉᎍၸബཥՉࣁჹπբᕮਏౢғᡉޕҗᘜϩё ሡޑӼ௨ǴҾό໔ᘐӦଞჹπޑࡋִ๓ڋ૽ግᆶวǵᐟᓰዛ፞ǵྎ೯ޑౣೕჄीਔǴᔈ၀ाख़ຎᙍՏ ှ،БݤֹٰԋπբϣǴ߾πޑᆶճҔཥפᄬགྷǴӧ൨ޑ૽ीฝߦঁᡏࡘԵᆶᏢಞౢғബཀޑٮග уؼӳᆶ۶Ԝϕ׳ϕޑၸำǴӕ٣໔ޑдӕϘϩ٦Ǵၸϩ٦ځբਏߡᒿϐගଯǶӧౢғཥᄬགྷਔঁᡏᆶ πբҺ୍Ƕޑ܄ԖࡷᏯڀᏼ܍ǴԶᑈཱུޑ࣬ႴᓰᏢಞԋߏǴΨࣁΑჴཥঁᄬགྷࢂёՉ
нкн ፕଅᆶᆅཀ఼زࣴ 5.2 ǵፕଅ ᒍǵπբᅈ܍࣬ᜢЎБӛεӭуΕಔᙃޑ܄ϣՉᎍᆶπբᕮਏ໔ቹៜܭਥᏵၸ۳࣬ᜢЎёᕕှᜢ زǴۘคᆶҁࣴ܄ཀǵᚆᙍӛᡂኧǴวલϿуΕബཥՉࣁࣁύϟᡂኧٰϣՉᎍᆶπբᕮਏϐ໔ቹៜ Ǵёᔆံа۳ϣՉᎍჹ܄ჴബཥՉࣁύϟᡂኧቹៜϣՉᎍჹπբᕮਏϐቹៜ่݀زᡂኧǴҁࣴޑ࣬ӕ લαǶزπբᕮਏቹៜϐࣴ Βǵᆅཀ఼ ǴԖਏගϲππբᕮਏۺȐȑуமϣՉᎍϐ ࠼Ꮴ៝ٮᡉҢϣՉᎍ҅ӛቹៜπբᕮਏǴӢԜӚՉᔈ၀ပჴϣՉᎍǴᡣπวԾϣЈග่݀زҁࣴ ӛࣁගǴᑈཱུՉϣՉᎍϐϣྎ೯ǵዛᓰౣǴቚ۶Ԝ໔ΑှǴගଯπჹҾϐᇡӕᆶࡌҥӅǴճ аගϲππբᕮਏǶሡىൔၿᐟᓰπǴБૈԖਏᅈޑᆒઓቫय़܈፦ނҔ ࡋаගϲബཥՉࣁڋȐΒȑׯ๓૽ Ǵૈמځ௲ػ૽ግǴπߡᇡࣁϦљᜫཀбрၗྍаᎦޑϦљଞჹঁΓ๏ϒӝډڙऩૈᡣπག ബཥᕉნǴа٬πճޑྎ೯ܫπӭԛ၂Ъ໒ٮബཥགྷݤǴЪගޑӭ׳ቚуܭԖշޕᆶཥૈמޑډ๓ҔᏢಞ ǴᡣҾᔉளπനલϷሡـπբᕮਏǴЪࣁΑගଯബཥՉࣁǴᆅቫᔈਔӦୖԵπཀډၲٰۺཷޑҔബཥ ೕჄǶޑന࡞ٮΚǴωૈගૈޑЮ ᆶࡌڋज़زࣴ 5.3
ڋኬज़ܜǵ ჹຝࣁӧҞӧѠ൩ϐӧزǴࣴܫБԄวޑڔᆛၡୢڗεӭ௦ڔኬݤٰՉፓǴୢܜ௦Ҕҥཀزҁࣴ ޣдӦǴ߾ԖࡑࡕុᏢځࢂ܈ፕёցፕԿ୯ϣ่زኬϐୃᇤǴࣴڗϐፓǶӢԜǴёૈԋڔՉୢޣᙍ Ƕزᝩុࣴ ڋज़زΒǵᐉᘐय़ࣴ ࢌਔᗺϐຝǴԶคݤӄय़ᕕှπਔ໔ৡ౦ΠϐᡂܭǴ௦Ҕᢀჸڋਔ໔Ϸచҹϐज़ډڙزҁࣴ ឦ܌ᆶيᡂኧᒿԾޑزፕᆶᡍ٩ᏵǴฅԶҁࣴޑᐉᘐय़ܭၗឦزፓݤǴԜፓБݤϐࣴڔϯϐୢ ࣴ܄ᆶ࠼ᢀ܄ज़ǴΨલЮၨӄय़ڙ܌ፕԖܭ่݀زࡕុϐՉࣁᡂϯǴ٬ளࣴځᡂϯϷޑҾᕉნᡂᎂౢғόӕ Ƕ܄Ӛᡂኧ໔ϐᜢᖄزБԄᇆၗǴаز ჹຝϐࡌزΟǵࣴ ӵǺ൞ᡏኞǵ᛬ٯдౢᜪձǴځኬҁٰྍࡌёᚐѦቚуܭჹຝࣁѠҾπǴჹزࣴޑزҁࣴ ΓǴ٠ՉЎϯϐКၨϩǴаᘉεࣴޑБӛǶќѦᗋёଞჹӧѠϐόӕ୯ᝤزཥᑫౢᜪձࡕុࣴ܈ीೌ ჴҔሽॶǶڀ׳่݀زጄൎǴ٬ࣴز БݤزдࣴځѤǵᔈҔ ుࡋቫय़ǴճҔӚόٰزࣴ܄ᚒϐቶࡋᢀᗺǶӢԜǴࡌёયΕ፦ډ௦ҔໆϯБԄѝૈ၂კၲزҁࣴ ǶೀნϷঁΓሡޑዴᕕှቹៜππբᕮਏᆶϣՉᎍϐᜢᗖӢનᆶय़ᖏܴ׳ӕౢϐπՉుΕೖፋǴٰ дᡂϐᔈҔځϖǵ ёаុ௦Ҕόӕᡂޣزύϟਏ݀ǴࡌࡕុϐࣴޑࢂаബཥՉࣁբࣁϣՉᎍჹπբᕮਏϐ໔زҁࣴܭҗ ЍǶԜѦǴᗋёӆϣՉޗᒍǵ፟ሦᏤǵ܍ӵǺᜢ߯ٯυᘋਏ݀Ǵ܈ύϟޑдځࢂցӸӧځኧٰ ӢᡂϷ่݀ᡂǶޑӴځᡂኧࢂցᗋԖঁٿᎍᆶπբᕮਏ೭
нко 6.ୖԵЎ ύЎϩ ᅺγӧᙍ܌زεᏢଯ໘ᔼᆅࣴמǶ୯ҥଯࣽزࣴ܄Цຐน(2011)ǶϣϣՉᎍǵЈࠨऊᆶπբᕮਏᜢ߯ .1 ᅺγፕЎǶ εᏢബཥמਏૈᆶϣѦΓ፦ϐυᘋਏ݀ǶᇻܿࣽךԾ─زЦऎૠ(2015)ǶബബཥՉࣁᆶπբᕮਏᜢ߯ϐࣴ .2 ᅺγፕЎǶ܌زीᆶബᆅࣴ ᅺسπբᕮਏϐቹៜɡаπբሽॶᢀࣁύϟᡂǶԢεᏢҾᆅܭΓ፦ჹޑԓѳ(2018)Ƕ୍Γ .3 γӧᙍᅺγፕЎǶ ਲ༜ӦࣁکȋаεѠчزϣՉᎍǵബཥՉࣁϷ៝࠼Ꮴӛϐࣴޑମࣽᙴৣکᙦ(2014)ǶઓѦࣽ .4 ҾᔼᅺγӧᙍǶسǶԢεᏢᆅࣽᏢᏢٯ Չࣁϐቹៜȋаπբᢃ൪ࣁύϟᡂǶ୯ҥమεᏢΓΚၗྍᆶኧقϣՉᎍჹπࡌמഋࠧ(2018)Ƕࣽ .5 ᅺγፕЎǶ܌زࣴמՏᏢಞࣽ εᏢҾᆅמϐፓਏ݀Ƕ୯ҥᆵࣽ܄స(2018)ǶππբγǵബཥՉࣁᆶπբᕮਏϐᜢ߯Ǻ҅ӛག .6 ᅺγፕЎǶس εᏢଯ໘מǶࠄѠࣽزࣴ܄ǶሌሌՉՉπբᓸΚǵΓ፦ǵЬᆅሦᏤࠠᄊǵᆶπբᕮਏϐቹៜ(2014)݄ذ .7 ЬᆅҾᆅᅺγᅺγፕЎǶ ܌زჹಔᙃബཥᕮਏᆶঁΓബཥՉࣁϐቹៜǶ୯ҥҬ೯εᏢᔼᆅࣴځӢϷޑ܄ᄃౣᲹ(2018)Ƕნᚈϡ .8 ᅺγፕЎǶ ϐቹៜ—аЈࢬࣁύϟᡂǶىᆶϣࠠΓჹπբᕮਏᆶғఱᅈ܄ౢπำৣπբמጰ٫զ(2018)Ƕଯଯࣽ .9 ᅺγፕЎǶ܌ز୯ҥကεᏢᇶᏤᆶᒌᏢࣴ Ǵಃ 2 යǴڔ ǶύᆅวຑፕයтǴಃ 6زϩ٦ߦബཥՉࣁϐࣴޕᙔϺᆶቅੀؼ(2017)Ƕπၸ .10 । 1-14Ƕ ǶԢٯଢ଼ೱᙹ۫ࣁڜаࢌ-زᆶπբᕮਏቹᘂϐࣴىπբᅈޑᚑ٥ࣦ(2009)ǶϣϣՉᎍᆶπբሽॶᢀჹπ .11 ᅺγፕЎǶ܌زεᏢᆅࣽᏢࣴ मЎϩ 1. Berry, L. L., & Parasuraman, A. (1991). Marketing services: Competing through quality. New York: The Free Press. 2. Borman, W. C., & Motowidlo, S. M. (1993). Expanding the criterion domain to include elements of contextual performance. Personnel Selection in Organizations; San Francisco: Jossey-Bass, 71. 3. Brouthers, K. D. (2002). Institutional, cultural and transaction cost influences on entry mode choice and performance. Journal of international business studies, 33(2), 203-221. 4. Campbell, J. P. (1990). Modeling the performance prediction problem in industrial and organizational psychology. 5. Chowdhary, N., Lama, R., & Yadav, M. P. (2011). Evaluation of Social Awareness Campaign for Good Behaviour towards Tourist. IITTM. Gwalior: MoT, Govt. of India. 6. Cuieford, J. P. (1965). Fundamental Statistics in Psychology and Education, 4th (Ed), NY McGraw Hill. Day, RL (1977). Toward a Process. 7. Drucker, P. F. (1985). The practice of innovation. Innovation and Entrepreneurship Practice and Principles, Harper & Row, New York, 19-33. 8. Foreman, S. K., & Money, A. H. (1995). Internal marketing: concepts, measurement and application. Journal of marketing management, 11(8), 755-768. 9. George, W. R., & Gronroos, C. (1989). Developing customer-conscious employees at every level: internal marketing. Handbook of services marketing, 29-37.
нкп 10. Gorsuch, R. L. (1983). Factor Analysis. Hillsdale, NJ: Erlbaum. 11. Grönroos, C. (1981). Internal marketing–an integral part of marketing theory. Marketing of services, 236, 238. 12. Gummesson, E. (1992). Using internal marketing to develop a new culture—The case of Ericsson quality. Journal of Business & Industrial Marketing, 2(3), 23-28. 13. Haider, M. H., & Akbar, A. (2017). Internal Marketing and Employee's Innovative Work Behavior: The Mediating Role of Job Embeddedness. Bulletin of Education and Research, 39(1), 291-313. 14. Janssen, O. (2000). Job demands, perceptions of effort®reward fairness and innovative work behaviour. Journal of Occupational and organizational psychology, 73(3), 287-302. 15. Kanter, R. M. (1988). Three tiers for innovation research. Communication Research, 15(5), 509-523. 16. Kim, J. S., Song, H. J., & Lee, C. K. (2016). Effects of corporate social responsibility and internal marketing on organizational commitment and turnover intentions. International Journal of Hospitality Management, 55, 25-32. 17. Kim, M. S., & Koo, D. W. (2017). Linking LMX, engagement, innovative behavior, and job performance in hotel employees. International Journal of Contemporary Hospitality Management, 29(12), 3044-3062. 18. Kleysen, R. F., & Street, C. T. (2001). Toward a multi-dimensional measure of individual innovative behavior. Journal of intellectual Capital, 2(3), 284-296. 19. Lee, Y. D., Lain, J. W., & Chen, C. Y. (1999). A study on the measurement of productivity for white-collar employees-A case of electronic industry in Taiwan. The Chinese Military Academy Journal, 14(1), 345-361. 20. Liu, F., Chow, I. H. S., Zhang, J. C., & Huang, M. (2019). Organizational innovation climate and individual innovative behavior: exploring the moderating effects of psychological ownership and psychological empowerment. Review of Managerial Science, 13(4), 771-789. 21. Park, J. H., & Tran, T. B. H. (2018). Internal marketing, employee customer®oriented behaviors, and customer behavioral responses. Psychology & Marketing, 35(6), 412-426. 22. Radaelli, G., Lettieri, E., Mura, M., & Spiller, N. (2014). Knowledge sharing and innovative work behaviour in healthcare: A micro®level investigation of direct and indirect effects. Creativity and Innovation Management, 23(4), 400-414. 23. Salehzadeh, R., Khazaei Pool, J., Tabaeeian, R. A., Amani, M., & Mortazavi, M. (2017). The impact of internal marketing and market orientation on performance: an empirical study in restaurant industry. Measuring Business Excellence, 21(4), 273-290. 24. Walumbwa, F. O., Cropanzano, R., & Hartnell, C. A. (2009). Organizational justice, voluntary learning behavior, and job performance: A test of the mediating effects of identification and leader®member exchange. Journal of Organizational Behavior, 30(8), 1103-1126. 25. West, M. A., & Farr, J. L. (1989). Innovation at work: Psychological perspectives. Social behaviour.
нкр -ӆᖼཀᜫϐቹៜܭሽॶჹޕϷ܄ǵфૈठ܄ຝठךԾ ٯаёόёዕԋआૡࣁ The Effects of Self-image Consistency, Functional Consistency and Perceived Value on the Repurchase Intention - Taking KEBUKE as an Example શ៩ী ¹ ୋ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ഋ᐀ࢋ ² ғزᅺγӧᙍ ࣴسεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ࢂ܄Ϸфૈठ܄ຝठךԾޑޣჹຝǴزࣁࣴޣޑаȨёόёዕԋआૡЋའȩزҁࣴ Ԗύϟਏ݀ǶڀሽॶբࣁύϟᡂኧǴࢂցޕа၀ౢࠔϐӆᖼཀᜫǴ٠ܭցᡉቹៜჹ ךሽॶ҅ӛቹៜӆᖼཀᜫǹ(2)Ծޕ (ϩॊӵΠǺ(1่݀زӅ150ҽǴճҔᘜϩǴࣴڔӅԏӣԖਏୢزҁࣴ ሽॶቹៜӆޕၸ܄ຝठךሽॶǹ(4) Ծޕӛቹៜ҅܄ຝठךӛቹៜӆᖼཀᜫ ǹ(3) Ծ҅܄ຝठ ᖼཀᜫǹ(5) фૈठ܄҅ӛቹៜӆᖼཀᜫ ǹ(6) фૈठ܄҅ӛቹៜޕሽॶ ǹ (7) фૈठ܄ၸޕሽॶቹ ගр࣬ᜢࡌǶ่݀زύϟਏ݀Ƕ٠ਥᏵࣴڀϐ໔܄ǵфૈठ܄ຝठךሽॶӧԾޕៜӆᖼཀᜫǴ ሽॶǵӆᖼཀᜫޕǵ܄ǵфૈठ܄ຝठךᜢᗖӷǺԾ
1.ᆣፕ ङඳزࣴ 1.1 ഻ӳόᘐϯǴӚৎӕΨӧϕ࣬КၨΠഋрཥǴٰᔈҞόޑޣவѠѦԄ۫݅ҥǴՠϝុᒿ ԃǴٿᝡݾᖿ༈ǶᆵЋའӜཇٰཇεǴਥᏵीǴЋའѱ1ԃᏱԖίሹϐᐒȐធሺǴ2013ȑǶ߈ޑ߾ଏ ୯ሞفӵǺሹё୯ሞȐCoCoёȑςӧӄౚᏱԖίৎϐߐѱǴϤٯӛ୯ሞϯǴوӚৎࠔจόу࿉ኧӭǴҭᅌܭҗ ᘗᘔ , HapplemonȑӧӄౚӚӦΨςԖ350ϩזд୯ৎթᗺǴૢϺӦიȐځȐВрૡϼȑςӧܿࠄ٥թᗺǴႣीុ۳ ϦѲၗϩวǺ܌ȐធሺǴ2013ȑǶ ਥᏵᔮीೀ(2019)ౢᔮी۫ ബޑᔼᏵᗺǴΨόᘐޑଢ଼۫ڜ໒ೱᙹЋའϷೱᙹޑݾӃཟࡕޣೱᙹу࿉ᔼᚐჺബ٫ᕮǴߦ٬ӭ .1 ߡճޑගϲुᖼϷбී׳දϷϯǴޑձीǶԶ߈ԃǴՉးᆶႝη୍ѦଌѳѠޑаϷး⩰ښࠔαޑཥ ԃԋߏ8.9%Ǵ962ሹϡǴѳ֡ډዳ㈈วǴᔼᕴவ2005ԃаٰុᚹϲǴԿ2018ԃၲޑଢ଼ڜǴᆶ܄ ቚуΑ4.8%ǴႣीԃёఈँઇ1,000ሹϡǶ׳ᔼᕴᚐޑ2019ԃ1ДԿ4Д ኧёၲ22,482ৎǴК2008۫ޑೲǴ2019ԃ3Дۭזଢ଼۫۫ڜ୯ᆶךԜѦǴਥᏵࡹᔼճ٣ৎኧीǺ .2 ᘉ۫⬏ύǺޑೲזLOUISA COFFEE߾ࢂޑଢ଼፤ڜԃۭቚуΑ9,076ৎǶ۫ኧҞനӭࣁమЈᅽӄǴԖ930ৎϐӭǹԶ ۫ޑीǴ2019ԃ4ДۭǴӜӈΜεޑኧ۫ޑૻזǴΨਥᏵࢬ೯ޑ۫ᘉ۫य़ޑᢀჸӜӈΜε ၉ǴLOUISA COFFEEၨ2017ԃޑࢃЃլǶᆶ2017ԃۭКၨޑ50൫Ԗऊ550ৎǴಃΟӜࢂ460ৎ۫ޑऊ3,900ৎǴ௨ӜಃΒ ೲǶזǴ۫Ψࢂၨࣁ%56.9܈Ǵ߾ቚуΑ66ৎޱޑቚ37.6%ǴН݀ૡᆪӜ܈ቚу120ৎۭ ࡂચߎόᘐගଯǴᔼय़ᖏΑӭ֚ᜤǴԶ܊ნǴ೭൳ԃӢࣁᖒၗၟ֚ޑᔼϝሡय़ᖏӭᔼޑՠЋའ .3 य़ᖏϐ֚ნǴ௨Ӝಃ܌у࿉ߎǴᝡݾΞᐟਗ਼ǴਥᏵፓᡉҢǴ 2018ԃ۫ޑଢ଼۫ΕߐᘖΨຫٰຫଯǴܳڜᆶ ᝡݾᐟਗ਼ȩȐэ52.7%ȑǵಃΟࣁȨᔼၮԋҁϲȩȐэޑࢂȨΓࢬଯȩȐэ54.6%ȑǵಃΒࢂȨӕϐ໔ 52.7%ȑǴᔈݤӢᔈǶ ٰࣣཟღ೭༧ѱǶޣѦԄ۫ޑࢂԾബࠔจ܈سѱǴ֎ЇӚԄӚኬόᆅࢂೱᙹᡏޑѦԄౢӵԜହε (ฅӦଏрѱǶԶReichheld (1993ޣдӢનǴᏤठӭԾՉബځ܈ᔼό๓ܭѱόЮԖӭԾബࠔจǴՠதҗ нкс Ƕளཥ៝࠼ǴӢԜǴҾӵՖࡌҥᝡݾᓬ༈Ǵගϲ៝࠼ӆᖼཀᜫǴॶளڗܭԋҁᇻեޑࡰрߥ੮Ԗ៝࠼ ᐒزࣴ 1.2 ࡐӭǴ೭٤ӢᡂኧхࡴǴࠔจຝ(ԙচᅤǴ2019)ǵΓሞߞҺ(ᄃᅸ࣓Ǵ2019)ǵزࣴޑၸѐȨӆᖼཀᜫȩቹៜϐӢ ٍࠧǴ2019)ǵ୍ܺࠔ፦(ഋࡹǴ2018)ǵҾғԋϣ݅)܄ԖҔޕೢҺ(ऍችǴ2019)ǵޗૠǴ2019)ǵҾۏሽ(ᔎޕ ਏૈ(ЦలǴ2017)ǵᔮሽॶ(මৎ Ǵ2017)ǵӃᡍ(ယࡹᑣǴ2016)ǵך(ጰҲනǴ2019)ǵᅈཀࡋ(ഋች࣓Ǵ2017)ǵԾ ᡏᡍՉᎍ(Цల࣓Ǵ2014)ǵᙯඤԋҁ(ླྀᑯǴ2013)ǵᇡകᇡޕ(මੇࢃǴ2013)ǵޕ॥ᓀ(ᗛऍ࣓Ǵ2013)ǵᕉნᄊࡋ( ख़ाޑЖલ٤ቹៜӆᖼཀᜫزǴ2011)ǴฅԶॊࣴکߎளǴ2012)ǵೱᙹຝ (ܴᄡǴ2012)ǵౢࠔബཥ (ܿ Ϸф܄ຝठךाનǴёૈࢂԾޑᇡࣁቹៜ៝࠼ӆᖼཀᜫزཀᜫǴ٠όܴዴǴҁࣴޑӣᖼޑӢᡂኧǴӵՖԖਏගଯ៝࠼ ሽॶǴԶගϲӆᖼཀᜫǶޕޑёૈၸ៝࠼܄Ϸфૈठ܄ຝठךǴԶԾ܄ठૈ ҅ӛቹៜ៝࠼ߥ੮ǶฅԶǴ܄ቹៜǶӵഋએғ(2014)วǴфૈठޑჹӆᖼཀᜫ܄ΨፕΑфૈठޣၸѐǴ٤Ꮲ ޑሽॶቹៜख़ཥᖼວࠔޕ೯ၸ܄วфૈठزǴӵߎள(2012)ࣴޑёૈࢂ໔ௗ܄ቹៜޑჹӆᖼཀᜫ܄фૈठ ཀᜫǴ߄ܴ࠼Њགޕޑфૈठ܄ёૈ೯ၸޕሽॶჹᖼວࠔޑཀᜫౢғቹៜǶԶAaker(1996) ᇡࣁޕሽॶࢂޣ ࠔจୖᆶǴޑᏤठ܌གྷයఈठǴךфૈຝᆶԾځޕࢌࠔจܭჹޣᇡࣁǺزᇡёǴӢԜҁࣴޑࠔจሽॶܭჹ ཀᜫǶޑሽॶǴԶቚуӣᖼޕёගϲ܄ຝठךᇡёǴᗦ֖ԾޑࠔจሽॶܭჹܭёૈٰԾ ࠔจ܈ࠔ፦ޑᖼວౢࠔਔǴஒԵቾౢࠔޣቹៜǶӵRogers(1965)ࡰрޑӆᖼཀᜫܭჹ܄ຝठךၸѐΨԾޣᏢ ޑޣཀᜫਔǴᒿޑӧᖼວౢࠔޣ࣬಄ǶӵSirgy (1982)วǴۺཷךԾޑΓঁޣ఼ཀǴᆶޑж߄܌ຝךԾޑ ǶᆕӝаፕᗺǴҁࣴޑ߾ёૈࢂ໔ௗ܄ቹៜޑຝठჹӆᖼཀᜫךຝຫठਔԶቚଯǶฅԶǴԾޑຝᆶౢࠔךԾ ሽॶቹៜӆᖼཀᜫǻޕၸ܈ௗޔ܄ຝठךǴԾقԶޣటჹز ሽॶࣁύϟᡂኧǴޕаቹៜǴ٠ޑሽॶჹӆᖼཀᜫޕᆶ܄ຝठךǵԾ܄టфૈठزਥᏵॊǴҁࣴ ஒගрࡌ๏ೱᙹу࿉زჹӆᖼཀᜫ໔ϐᜢ߯ࢂցӸӧύϟਏ݀Ƕ٩Ᏽ่ፕǴҁࣴ܄ǵфૈठ܄ຝठךԾٰ ޣୖԵǶ ޑҞزࣴ 1.3 ᜢ߯ࢂցӸӧύϟޑᆶӆᖼཀᜫϐ໔܄ຝठךǵԾ܄ӧфૈठځሽॶࣁύϟᡂኧǴٰޕаزҁࣴ ӵΠǺޑϐҞزϐϩǴаᕇள่ፕǶᆕӝॊǴҁࣴزբҔǶၸ࣬ᜢЎϷՉჴӦၗԏࣁჴࣴ ቹៜǶޑӆᖼཀᜫܭሽॶჹޕϷ܄ᆶфૈठ܄ຝठךԾ.1 ᆶӆᖼཀᜫϐ໔ᜢ߯Ǵౢғύϟਏ݀Ƕ܄ǵфૈठ܄ຝठךሽॶࢂցӧԾޕ.2
2.Ў 2.1 ӆᖼཀᜫ ჹҾౢғӳځёૈӧ߃ԛՉᖼວՉࣁਔǴӢࣁࢌӢનǴ٬ޣӆԛᖼວϐՉࣁύࣁӢ݀ᜢ߯Ǵ߯ࡰޣ යޑԶᒧόӆՉ(Folks,1988)Ƕӆᖼཀᜫࢂ࠼Њ۔ҭёૈჹࢌҾౢғॄय़ϐགޣགԶᒧӆԛᖼວǴϸϐ ǶDaugherty(1998) and୍ܺ܈ౢࠔޑᔈٮۓдΓᙚځౢࠔǴ٠ᜫཀӛޑᔈғౢٮۓӵѺᆉஒٰᖼວٯఈǴ Selnes(1993)ᇡࣁǴ࠼Њӆᖼཀკࢂࡰ࠼Њவന߃ᖼວౢࠔ܈୍ܺޑϦљӣᖼޑཀკǴջ࠼ЊޑЈ܍ᒍǴӆԛ࣬ӕޑ ౢࠔ܈୍ܺǶ ᒍǴฅࡕό܍ԖҺՖ୍ؒܺ܈ࡕǴჹౢࠔ୍ܺ܈ཀკࢂǴ࠼Њ٬ҔౢࠔޑࡰрǴӆᖼزࣴޑ (ԜѦǴCronin and Morris (1989 ၸำǶޑ୍ܺ܈ளόӆԛᒡΕໆǴٗሶ೭ঁջᆀࣁӆᖼཀᜫǶ Ψёа೭ኬှញǴӆᖼཀᜫࢂࡰ࠼Њᜫཀӆԛᖼວౢࠔ ࢂӧಃԛϐࡕǴ៝࠼ϝฅԖޑҞޑႣයᖼວՉࣁǶ Cronin and Taylor (1992) ࡰрǴӆᖼޑёᢀჸک೭ࢂᅿᙁൂǴ࠼ᢀ ޑՉࣁ(Francken,1983)ǶӣᖼޑᅈཀࡋǴฅࡕࢂགྷӆԛᖼວޑᖼວࡕޑ୍ܺ܈གྷݤǶӆᖼࢂࡰ៝࠼ჹౢࠔޑӆԛکӀ៝ ᅿ़ғՉࣁǴΨஒҗ࠼ЊϟಏǴޑཀᜫǶ೭Ψࢂ࠼Њ۸၈ࡋޑ୍ܺ܈ஒٰᖼວౢࠔځཀკёຎࣁϦљᆶ࠼Њᖄᛠਔा ख़ፄᖼວǴ೭Ψж߄Α۸၈ࡋǶޑࠔจۓஒӆᖼཀკှញࣁჹԋࣁα(Jones and Sasser,1995)ǶOliver(1999)܈Ϧ໒ᙚ ཀޑᖼວӛаϷӛдΓᙚ܈ޑǴдॺ܄ёૈޑӧ۫ύᖼວౢࠔޣCollier and Bienstock (2006) ᇡࣁǴᜅշཀӛࢂ ᜫǶ нкт ٯЬाԵቾӢનǴޑय़ჹಔඹжࠔจਔǴሽ೯தࢂᒧౢࠔޣа܌ౢғ۸၈ࡋǴ܄ආک܄ᄍޑޣӢࣁ ޑ۸၈ࡋࢂӆᖼཀᜫ୍ܺ܈ीჄӸӧख़εৡ౦ਔǴёૈวғࠔจᙯඤǹ ӢԜǴHeskett et al. (1994) ᇡࣁǺࠔจ܈ӵǴࠔจ дՉࣁǶځϦᙚک՜αۯᅿࡋໆǶ Jones and Sasser (1995) ᇡࣁǴӧ៝࠼ᅈཀϐࡕǴӣᖼѝࢂ୷ҁՉࣁǴԜѦᗋ ሽॶቹៜȐचഩണ,2003ȑǶޕޑౢࠔ܈୍ܺڙӆᖼཀᜫЬाޑ࠼Њ ᅈཀਔǴ߾ౢғख़ᙟډགޕޑ୍ܺ܈ჹౢࠔޣමԖၸᖼວՉࣁǴޣՉࣁǴҭࢂࡰޑ۸၈ࡋ़ғޣ ޣӜࣁȨӆᖼཀᜫȩǴڮကۓрঁᐱҥӅӕӢનǴஒԜӢનڗᖼວՉࣁǶKolter(1999)ԖᜢЎύஒϖঁᑽໆᡂ ǶOliverǴڙᅈཀࡋᔈࣁ҅य़གޑচӃᖼວځǴჹޣޑᖼວ،ǴࡺᜫཀӆᖼբޑӧځႣයቹៜޑჹ҂ٰሽ ཀᜫΨቚଯǶޑཀᜫаϷख़ፄᖼວޑགჹࠔӆᖼکᑈཱུຑሽޑჹࠔจޣӛЈΚቚуǴޑჹࠔจޣวǴ(1997) ᒍǴж܍ЈޑཀკǴջ࠼Њჹ୍ܺޑϦљ္ٗӆԛᖼວۈচޑ୍ܺ܈ཀᜫࢂ࠼ЊவᖼວౢࠔޑSelnes(1993)ᇡࣁǴӣᖼ ޑ࠼ЊǴாޑቚу5ʘԋҁǶReichheld and Sasser (1990) ࡰрǴޑ֎Їཥ࠼ЊܭԋҁஒᇻեޑᝩុࡰрǴߥ੮Ԗ࠼ЊޣᏢ Ǵऩૈ٬៝࠼ᜫཀΠൂӆѐـϖ७Ƕ җԜёޑԋҁεऊࢂߥ੮Ԗ࠼Њԋҁޑճዎ൩ёаቚу25ʘԿ85ʘǴᕇளཥ࠼Њ ӆᖼޑကࣁǺ࠼ЊۓᢀᗺǴӆᖼཀᜫޑ(Selnes (1993 ޣ௦ҔᏢزफ़եԋҁǶᆕӝॊǴ ҁࣴکǴёаӕਔԖਏӦගଯճ ཀӛࢂࡰவന߃ᖼວౢࠔ܈୍ܺޑҾӣᖼޑཀӛǴջ࠼Њჹӆԛ࣬ӕౢࠔ܈୍ܺޑЈ܍ᒍǶ 2.2 ޕሽॶ ሽॶΏᕇளਏҔȐacquisitionޕҬܰਏҔፕ (Thaler,1985ȑǶThalerࡰрܭനԐྍԾۺཷޑሽॶȐPerceived Valueȑޕ utilityȑᆶҬܰਏҔȐtransaction utilityȑ܌ಔӝԶԋǶҬܰਏҔ߾ࡰޣୖԵჾбрᆶჴሞჾбрޑКၨ่݀Ȑఉᓪǵ ကࣁǺۓޑሽॶޕճǶZeithmal (1988) ᇡࣁ៝࠼ޑǴ2011ȑǶԶᕇளਏҔࢂவЍбౢࠔሽࡕᕇளٷഋࡹѳǴ2009ǹቅऍ ܌ᒏޑޕሽॶёຎࣁ៝࠼ჹࡌҥӧޕǴௗԏ(received)ᆶ๏ϒбр(given)ӧౢࠔ(܈୍ܺ)ਏҔޑᡏຑǶ471/5000 ሽॶǶ܄ຝቻځԖڀຝቻǴ٠࣬ߞ၀ࠔޑᖼວౢࠔਔǴஒౢࠔຎࣁЬᢀޣPostmanȐ1948ȑࡰрǴکBruner ಄ဦֹٰ๓ԾρǶ ӢԜǴޑՅ࣬ᜢفǴдॺஒ೯ၸᖼວᆶޑကࢂόֹۓךԋፕǴӵ݀ΓॺᇡࣁԾֹךਥᏵ಄ဦԾ ჹࠔޣሽॶࢂޕȐHirschman and HolbrookǴ1982ȑǶ Aaker(1996) ᇡࣁۺཷךౢࠔٰቚமԾޑԖຝቻཀကڀஒᖼວޣ ЍбሽǴ٬کӵ୍ܺ፦ໆٯӭၸำǴޑՉࣁޣຝ٠ЪᜤаᑽໆǶ ่ӝܜሽॶߚதޕᇡёǶ ՠࢂǴޑจሽॶ ܈࣬ߞౢࠔޣښቹៜǴ೭ཀޑԖᑈཱུڀԋҁޑЍбޣሽॶǶ ж߄ޑ୍ܺ܈ሽॶளᕇளౢࠔޑбр܌ᇡࣁޣ ຑ(Zeithaml,1988)Ƕޑ܄ჹЍрᆶᕇளрᡏޣሽॶਔǴдॺஒቚуᖼວཀᜫǴޕޑԖࡐଯڀ୍ܺ ޑϐ໔ᑽໆѬډຑǴ٠ӧбрᆶளޑдԵໆӢનբ ᡏځ܈٩Ᏽౢࠔሽǵࠔ፦ޣሽॶࢂޕࡰр(2013)ذෞҦ ሽॶޕǴ٠ЪڙགޑޣڋሽॶǴҾคݤޕᇡޑЬᢀղᘐޣሽॶࢂҗޕډሽॶǶEid and El-Gogary (2015)ග ԋҥǴҾᗨฅคݤӄฅඓǴࠅ܌ᢀᗺޣሽॶࢂҗޕࡰр(2015)ۇϷόӕғࢲБԄԶౢғׯᡂǴഋы܄Ӣࣁόӕ ကϷགྷݤǴҁۓࠔจຝගрϐܭჹޣᆕӝӭՏᏢزሽॶǶҁࣴޕޑԖ҅ӛ٠Ъၨଯڀჹౢࠔޣёҗόӕय़ӛᡣ ΨቹៜჹڙЈύགޑޣᑽໆନΑౢࠔфૈаѦǴޑౢࠔሽॶܭჹޣࡌҥǴ܌ޕᇡޣሽॶࢂҗޕᇡࣁزࣴ ౢࠔޑޕϸᔈǶ ᑽǴޑຑǴջ“ൔၿ”ᆶ“ϸ㎸”ϐ໔ޑਏҔޑٮౢࠔග܈ሽॶȐPerceived Valueȑёຎࣁ࠼Њჹ୍ܺޕ (Zeithaml (1988 ୍ܺ/ౢࠔޑགྷाךကёϩࣁѤᜪǺ(1)ሽࢂեሽǵ(2)ሽॶࢂۓځሽॶǴޕᒏ܌ᡏຑࣁޑཞѨکԏޕԶ࠼Њჹག БݤǴޕࡋᑽໆΑགفޑǶFredericks and SalterȐ1995ȑவ࠼Њޑࠔ፦(4)ሽॶࢂбрԶᕇளޑډள܌ሽޑሽॶࢂбрޕ(3) ബཥǶکǴϩࣁаΠϖᜪǺౢࠔ፦ໆǴ୍ܺ፦ໆǴሽǴຝޑᡏᡍԶౢғޣޑдॺܭሽॶࢂ୷ޕޑ٠ᇡࣁ࠼Њ ໔ϐᑽޣ឴࣊Βޑճᆶбрޑٰ܌୍ܺ܈ჹࠔޣሽॶΏޕᇡࣁޣကϐǴԖᏢۓሽॶޕӧ ሽॶޕኬǴٗޑȐKotler,1999ǹ݅ဃǵ։ӵǴ2006ǹྷጪǵߎ㲽Ǵ2009ǹഋǴ2010ȑǶ҅ӵKotlerȐ1999ȑࡰр ޕᆶޑ୍ܺ܈ჹౢࠔޣሽॶΏޕԋҁϐৡǶ݅ဃǵ։ӵȐ2006ȑҭࡰрޕ࠼Њགޑᕴکሽॶޕ࠼Њགޑࢂᕴ ໔ϐޣٰϐճᆶбрϐ឴࣊Β܌ሽॶΏ៝࠼ჹࠔޕඤԋ݀Ƕྷጪǵߎ㲽Ȑ2009ȑӕኬࡰрܢԋҁϐޕճ໔ ᑽǶഋȐ2010ȑҭࡰрޕሽॶࣁޣவࠔύᕇளճᆶбржሽ໔܌ϐᑽǶ ឴ޑሽޕࠔ፦ǵޕѦǴЬाҗ܄ଯ໘ឦޑд࣬ᜢځϷ܄ǵѦឦ܄ϣឦޑሽॶхࡴᡉޕZeithaml (1988)ᇡࣁ ǴMonroe and Krishnan (1985)ᇡࣁۓ،܌឴࣊ޕکࠔ፦ޕޑౢࠔܭჹޣډڙଯեޑሽॶޕౢғᆕӝቹៜǶځ࣊ჹ ჹܭᕇளࠔޑਏᆶбрޑሽǴࢂᑽໆޕ឴࣊ᆶޕࠔ፦ޑࡰǴޣᑽໆளѨϐࡕǴߡౢғЬᢀޑޕሽ нлй (҅ӛቹៜӆᖼཀᜫǶBolton and Drew(1991ޕǴԶԜޕޑሽॶౢғ҅ӛޑ឴࣊Ǵ߾ჹࠔޕܭࠔ፦εޕǴऩڙॶག ౢғ࣬ӕۓ࠼ό៝ޑჹόӕ୍ܺޑ឴࣊ϷሽॶǴӢԜ࣬ӕޕޑيϷୃӳࣁ୷ྗǴຑҁ܄ঁޑᇡࣁ៝࠼ӃаԾρ ޑޕሽॶǶԶගрߎᒲሽॶǵਔ໔ሽॶаϷᡏΚᆶᆒઓሽॶޑޕሽॶᄬय़ǶParasuraman and Grewal (2000) ஒޕሽॶཷ ձှញӵΠǶঁځϯࣁѤεᄬय़Ǵۺ ǵᕇளሽॶǺவЍбౢࠔሽࡕᕇளޑճǶ ΒǵҬܰሽॶǺ៝࠼ၲԋᖼວҬܰࡕౢғޑඍ৹གǶ ӚᅿਏҔǶޑࡕౢғ୍ܺ܈Οǵ٬ҔሽॶǺ٬Ҕౢࠔ ഭᎩճǶޑಖЗࡕ୍ܺ܈״่ڮѤǵ ഭᎩሽॶǺҬܰࡕǵ٬Ҕტ Ьाख़ӧ٬ҔሽॶаϷഭᎩሽॶǶޣǴᖼວၸำύЬाሽॶࣁᕇளሽॶᆶҬܰሽॶǴԶᖼວၸำࡕޕύёزࣴځ ᡉቹៜǶ ZeithamlȐ1988ȑҭวౢࠔޑሽॶჹӆᖼཀᜫԖᑈཱུޕੀȐ2015ȑჴջวǴکԋȐ2009ȑ ౢࠔԖਏکำࡋڙǴௗޕགޑሽॶࢂჹ࠼ЊޕᇡࣁزሽॶቹៜӆᖼཀᜫǶӢԜҁࣴޕޑஒቹៜ࠼Њ܄Ѧឦکϣޑ ගраΠଷǺزӣᖼཀᜫǶࡺҁࣴޑޣሽॶຫଯਔǴ൩ຫܰቚуޑᇡࣁ၀ౢࠔᖼວޣᕴᡏຑǴޑ܄ H1Ǻޕሽॶ҅ӛቹៜӆᖼཀᜫ ܄ຝठךԾ 2.3 ཥૻډࢂҔٰᆶႣෳΓӧௗԏޑፕ(Congruity Theory)ǴҞ܄ठޑගр܌(Osgood and Tennenboum (1955 ޑ࣬౦ޣ܈ёૈԖ࣬ӕނΓǵ٣ᆶޑᅿፕǶΓჹຼᎁޑǴԶਔፓচԖᄊࡋ܄ࡕǴࣁߥϣૻ৲ठ৲ A Б ޣૻ৲Ǵޑ(Ǵՠӵ݀ᄊࡋჹຝ(A Б)ύวрԖᜢќБ(B БޑᄊࡋǴ೭٤ᄊࡋϐ໔ࢂϕόυੋԶᐱҥӸӧ ᄊࡋǴऩᄊࡋޑϐ໔൩ౢғΑᖄ่ǶଷǴᚈБჹࢌࠔจԖӚԾޣٿBБࣁૻ৲ჹຝǴޣࣁૻ৲ٰྍǴࡕ ǹӧԜݩזǹऩᚈБᄊࡋࣁϸӛᜢ߯ǴᚈБ߾ౢғҟ࣯ǵЈᓸΚᆶόඍזඍډӕࣁ҅ӛᜢ߯ǴᚈБ߾ག ᄊࡋǴёૈߦ٬চᄊࡋวޑፓڐΚǴ០٬ϣፓ೭όޑᒋǴߡவϣౢғׯᡂکޑЈډΠǴࣁΑၲ Οܭ،ڗᙯᡂޑǶ೭ᅿᄊࡋډᙯᡂ٣Γ٠όܰཀޑǴՠࢂᄊࡋޣۓࢂցޣ܈ǴΞޣࡕۓࢂޭ܈ғׯᡂǴ ፦Ǵ܄ຑᘐޑ܄ۺຑሽᄊࡋǶ(3)ૻ৲ٰྍჹཷޑ܄ۺᄊࡋǶ(2)ঁΓჹૻ৲ٰྍཷޑᅿᡂኧӢનǺ(1)ঁΓჹૻ৲ٰྍ ፕᗋёаၮҔ܄Бठٗޑϸӛύ܈Կ҅ӛרம১ำࡋǴஒᄊࡋޑᙯᡂᆄ࣮೭Οᅿᡂኧϐ໔ޑ٣Γᄊࡋ ᄊࡋǶ(3)ޑᑈཱུຑሽǶ(2)ଷԾρόࢂ҅௨ѾޑБݤԖΟᅿǺ(1)फ़եᙚΓޑᆙǴ٬Ҕޕᇡޣӧନ ନࡽԖޑཱུຑሽǶ Ǵё٬Ҕ୷ኳፕ(schema theory)уаᇥܴǴStayman, Alden, and Smith܄Γຝठقӧࠔจຝᆶቶж วزᏫύǶࣴܭ୷ҁࢎᄬǴЪόᘐಕᑈ٠ᓯӸޑނကࣁΓॺҔٰೀѦࣚၗૻᆶӚᅿ٣ۓஒ୷ኳፕ (1992) གǹԶૻ৲ᆶ୷ኳόठޑ٠ϯԋຑሽǴౢғ҅य़৲Ԝૻڙௗޣૻ৲ᆶ୷ኳठਔǴܭΓॺჹ ύࡰрزFiske and Taylor, 1991; Hastie, 1981)ǶԜѦ Mandler (1982)Ψӧࣴ) בόԾளஒૻ৲๏ᒪޣਔǴ ຑޑௗౢғॄय़ޔޣ܈ਔ໔ٰှǴޑၗૻሡाၨߏޑຑሽǴӧय़ჹόठޑౢғ҅य़ޣၗૻ٬ޑ܄ठ ሽǶ ӆᖼޑޣຝຫ࣬՟ǴךԾޑޣຝठᆶޑፕᇡࣁǴౢࠔ܄ຝठךԾޑSirgyȐ1982ȑගр ܄ठךԾޑޣىࢌ٤ቻᆶࠔจቻ࣬ठਔǴдॺஒᅈޑᇡࣁдॺޣວཀᜫ൩ຫԖёૈቚуǶ ჴሞфૈǴԶࢂᓬӃԵځࠔਔǴдॺԖਔόԵቾޑᖼວ࣬ӕᜪࠠޣࡌǴޣȐAakerǴ1999ȑǶ ٤Ꮲ ޣ಄ӝ׳ࠔจຝޑ٠Ъӵ݀ౢࠔ ౢࠔȐGardner and LevyǴ1955ȑǶޑයఈޣىሽॶёаᅈ܄ຝቻځቾ ຝᆶࠔจຝך٩ߕག(Malär, Krohmer et al., 2011)ǶঁΓёаၸԾޑԜࠔจܭຫܰౢғჹޣຝǴ߾ޑ ౢࠔ(Branghan and Hildebrand,2011ǹJamal andޑཇଯǴЪཇளٗࢂགྷ܄ຝᆶࠔจठךǴԾך߄ၲԾ Goode,2001)Ƕ ϐຝȩǴᆶȨޣటሀ๏܌Ǵ߯ࡰӧၸำύǴȨࠔ܄ຝठךᒏԾ܌ကۓ (Sirgy et al.(1997 ךѦࣚᕉნϷԾڙՉࣁޣЬᢀᡏᡍำࡋǶ܄ठޣٿౢғϐ܌ޣself-concept)ȩҬࢬࡕǴ) ۺཷךԾޣ ࠔจԋࢌ٤಄ဦཀကϐೱޣ܈ဂǵࠔޗᆶᕉნǵޣೕጄǴΨӢԜ܌ำࡋ܄࣬՟܈܄ຝКၨϐठ ཇଯਔǴஒჹࡕ܄ຝᆶࢌጇဦϐѦࣚᕉნ಄ဦཀကೱ่ठךԾڙགޣJamal and Al-Marri, 2007)Ƕ)่ нлк ୃޣࣣࡰрǴزࣴޑ (ӵǴGardner and Levy (1955) аϷLevy (1959ٯՉࣁౢғቹៜǶ܈߄ϐᄊࡋ܌ޣុ ౢࠔǶޑठۺཷךԾޣӳౢࠔຝᆶ ԾځຝȩᆶȨޑటሀ๏д܌ளȨࠔޣวǴӧၸำύǴ܌زࣴޑ (Malär et al.(2011 ޣӵӕᏢ ԾρচҁޣǴЪ၀ӜڙགޑӵǹҾຝևр࡚Ϧӳကٯ) ำࡋཇଯਔ܄ठޑޣٿself-concept)ȩ) ۺཷך Չࣁౢғ҅ӛቹៜǴࡺԾ܈ᄊࡋޑట߄܌ޣठำࡋཱུଯ)ǴஒჹࡕុޣٿǴӢԶ܄ޑ࡚Ϧӳကܭ൩ឦ ගраΠଷǺزჹӆᖼཀᜫԖᡉ҅ӛϐቹៜ(છֵ, 2016)ǶᏵԜǴҁࣴ܄ठך ӛቹៜӆᖼཀᜫ҅܄ຝठךH2ǺԾ ࣬՟ำࡋǶ Kassarjian(1971)Ϸޑࠔจຝϐ໔ޣ܈ᆶౢࠔۺཷךԾޣࢂࡰ܄ठޑຝךSirgyȐ1982ȑวǴԾ ךሽॶǴӢԜǴԾ܄ຝቻޑჴҔሽॶǴԶЪᗋӢࣁౢࠔύх֖ޑٮᖼວౢࠔόࢂӢࣁдॺගޣวزSirgy(1982ȑࣴ ܄ᇡࣁ٬ҔᆶԾρޣࠔจǶ ޑຝ࣬಄ځቻǴӢࣁΓॺத ᖼວᆶ܄ঁޑޣک܄தҔٰೱௗࠔจঁ܄ठޑ ȐSirgyǴ1982ǹ BelkǴ1988ȑǶ Grubb andڙགޑёа߄ၲԾρ܄ࠔจǴԜࠔจঁޑ܄Ԗᆶයఈ࣬ӕঁڀ܈ࠔจޑ࣬՟ ”ፕڙ-ᡏ-಄ဦঁ“ޑᄬࡌۺཷךԾܭ୷ځଷǴޑ܄ගрΑຝठдΓϕቹៜǴڙGrathwohlȐ1967ȑ วǴ ԋߏǶ २ӃǴӵ݀ךᅿБԄߦԾٿቹៜǴԖޑ٬ҔᖼວՉࣁޣჹۺߞޣǶۺཷךԾޑکኳࠠࢂࡰჹࠔจ ԋߏٰԾঁΓךԾޑǴٗሶ೭ஒ٬дॺԋࣁঁΓǶ ಃΒঁচӢࢂǴӵ݀ঁΓۺཷךԾޑౢࠔ಄ӝԾρޑᇡࣁԾρᖼວޣ ޑԖϦᇡёڀ಄ဦǴӢࣁȨࠔȩޗޑࠔܭ،ڗᗋࢂزಖۺཷךԾޑၸำǴٗቹៜঁΓޑϣӧϯکǴϣيԾޑ ϸᔈǶޑޣ಄ဦஒ௴วޑကǴϦᇡё֖ ׯ๓ǶޑۺཷךԾӕਔǴᗋஒଓޑۺཷךਡЈϩǶ ӢԜǴঁᡏӧᆢԾޑࢂঁΓۺཷךவय़ёа࣮рǴԾ ቹៜǴԶౢғޑᅿΚໆٿ೭ډڙՉࣁޣޑޣᅿΚໆ٠ӸǴՠӧࢌ٤ݩΠǴँฅวғፂँਔǴٿSirgy(1986)Ǵ೭ ޣǴӢԜۺཷޑךቚமԾکကǴᆢៈۓၸำύౢғޑ٬Ҕౢࠔکёаӧᖼວޣܭਏ݀ǶԜѦǴҗۺཷךԾޑठ ךԾޑКၨдॺޣቹៜǶSirgyȐ1982ȑΨ࣬ߞޑౢࠔᜪձډڙǴՠࢂୃӳำࡋۺཷךౢࠔຝ಄ӝԾځ഻׳ ᄊࡋǴکՉࣁޑஒჹౢࠔౢғ҅य़ᑈཱུޣౢࠔຝߥठਔǴکۺཷךǶ Ծ܄࣬՟ޑࠔจ/ౢࠔຝϐ໔کຝ ຝǶךԾޑ٬Ҕ೭٤ࠔจ/ౢࠔٰቚமдॺ܈࣬՟ࡋଯਔǴᒧճҔᖼວޑຝᆶࠔจ/ౢࠔຝךӢԾޣΨගрऩ ᢀᗺȐLandon, 1974ǹSirgy, 1980ȑǴёᙖҗޑᔈٮ܈ࠔจǵౢࠔޑຝठךୃӳຝᆶԾޣගрΑޣΨԖόϿᏢ ᖼວཀᜫǶ܈Չ،ޑޣଯեǴႣෳрޑຝᆶࠔจຝ࣬՟ำࡋޣ ӝკႽϐ഻ӳำࡋٰ܈࣬՟ޑ፟ϒ܌ȑǴёаၸΓॺჹঁࠔจۺཷךԾ܈ᇡӕȐךԾޑSirgyȐ1982ȑᇡࣁঁΓ ᆶۺཷךԾޑޣ୷ҁኳԄǴ೭ՉࣁኳԄஒೱ่ךԾޑۓཀຝࡕǴ௴วޑሀрޑౢࠔڙΨၸགޣϸࢀǴ ǵޕᇡޑǺ() ঁΓჹԾρـကၨࣁதۓךΟεԾޑᘜયز࣬՟ǶSirgyȐ1982ȑᆕӝࣴ܈ຝᅌठךǴԶᆶԾ܄ࠔឦ Ȑideal selfȑǶךΓǺགྷԾޑຝǵ׆ఈԾρԋࣁ࡛ኬޑ׆ఈၲԋ܌Ȑactual selfȑǶ(Β)ঁΓךΓǺჴԾޑᇡࣁԾρࢂ࡛ኬ Ȑsocial selfȑǶךԾޗΓǺޑࢂ࡛ኬך࣮ݤǵளձΓᇡࣁޑيΟ)дΓჹԾρҁ) (٩ߕำࡋǴԶAaker(1996ޑࠔจ܄҅ӛቹៜག܄ຝठך߾วԾزࣴޑ(Malär, Krohmer, Hoyer and Nyffenegger (2011 ޑΓঁޣౢࠔࠔ፦ᆶ܈ཀကޑຝቻ܌ᇡӕ၀ౢࠔࠔจຝޣᇡёǴӢԜǴޑࠔจሽॶܭჹޣሽॶࢂޕᇡࣁ ځޕࢌࠔจܭჹޣᇡࣁǺزᖼວՉࣁ(RogersǴ1965ȑǶӢԜҁࣴڗሽॶԶ௦ޕ࣬ᜪ՟ਔǴஒёගϲۺཷךԾ ஒёၸ܄ຝठךሽॶǴӢԜǴԾޕᇡёԶౢғࠔจ٩ߕԶගϲޑࠔจሽॶܭຝठǴஒёૈӢࣁჹךຝᆶԾ ޕሽॶǴගϲӆᖼཀᜫǶᆕӝॊǴගрଷࣁǺ ሽॶǶޕӛቹៜ҅܄ຝठךH3ǺԾ ሽॶቹៜӆᖼཀᜫǶޕၸ܄ຝठךH3aǺԾ 2.4 фૈठ܄ ߄ޑӅำࡋǴ٠ஒԜᆶঁΓޑࢂঁΓᆶдΓϷಔᙃ໔ӧࢌቫय़زࣴޑ܄ࡰрठزVancouver and Schmitt (1991)ࣴ ܄ᆶߚठ܄ӵठٯԖӜຒǴޑԖӭόӕ܄ৡ౦ܭҭࡰрᜢزКၨǶHeckler and Childers (1992)ࣴޑೱ่ (congruity/incongruity) ǵႣය܄ᆶߚႣය܄(expected/unexpected) ǵठ܄ᆶৡ౦܄(consistent/discrepant) ǵठ܄ᆶৡձ܄ ԖठڀၗૻѸޑև܌߄Ңǹკϟय़ሡठǵൂપǺᆛઠ่݀زӅӕࣴ(2009)ޣconsistency/distinctiveness)ǶᛣݓᏢ) ڀ׳ฝय़࣮ଆٰঁय़ጓ௨ϷЎӷҢǴᡣހচ߾Ǵхࡴ܄షౄǶฝय़ीᔈ၀ᒥՉठޑޕౢғᇡޣǴаᗉխ٬Ҕ܄ нлл ࣁߡճǶ׳ӧ٬ҔޣǴᡣ٬Ҕ܄ԖӅ೯ ำ܄ᕮਏ)໔ϐठ)ۺߞޣޑ܄ࠔจਏҔឦܭགྷ)ᆶᜢ)܄Եឦୖޣကࣁۓ܄ठޑJohar and Sirgy (1989)ஒфૈ ჹౢޣӝำࡋ(Sirgy, Johar, Samli and Claiborne , 1991)ǶӢԜǴޑሡךфૈᆶԾޑٮග܌ౢࠔډޕޣࡋǶҭջ ޣቻ(Kressmann et al., 2006)Ƕౢࠔቻ಄ӝޑԖӕኬڀයࡑǴᖼວਔҭԵໆౢࠔࢂցޑ܄Ԗࢌᅿགྷڀ܄ჴҔޑࠔ ճᜪձޑނᘶکճᜪձޑջຓჴৎஒЬౢࠔز։(2002)ࣴ܃ӆᖼཀᜫǴ݅ޑޣஒගϲ܄යࡑਔǴфૈठ фૈک܄ຝठךߦᎍಔӝǶChon and Olsen (1991) วԾޑфૈόठݩΠܭߦᎍಔӝᎍ୧ໆाଯޑ܄ठਔǴфૈठ ՉࣁǶߎளޑޣቹៜ܄ठךԾک܄ቹៜᅈཀࡋǶSirgy, Johar, Samli and ClaiborneȐ1991ȑჴфૈठ܄ठ ཀᜫǶӢޑቹៜӆᖼࠔ܄фૈठޑډޕཀᜫǴᡉҢ࠼Њགޑၸᅈཀࡋቹៜӣᖼࠔ܄วǴфૈठزࣴ (2012) ᆶ܄ᇡࣁౢࠔឦزཀᜫǶࡺҁࣴޑᅈཀࡋǴаගଯӣᖼࠔޣਔǴᗋѸගଯ܄фૈठޑޕᇡޣԜǴӧቚம ӆᖼཀᜫǴࡺගраΠଷǺޑޣำࡋཇଯǴஒගଯ܄ၲԋठۺߞޣᆶ܄ࠔจਏҔឦ H4 Ǻфૈठ܄҅ӛቹៜӆᖼཀᜫǶ ,҅ӛቹៜӆᖼཀᜫ(୷ཀ܄ӢǶӢԜǴфૈठޑࢂ៝࠼ᄊࡋ܄фૈठک܄ठךวǴԾزျᙦ(2012)ࣴ݅ ख़ाቹៜӢޑՉࣁ،ޣሽॶࢂޕሽॶԶቹៜӆᖼཀᜫǴӢࣁޕሽॶǴ٠ၸޕҭቹៜ܄Ǵՠфૈठ(2007 ሽॶǴςԋࣁගϲޑޕޣٮග܄фૈठޑન(Gounaris et al., 2007; Turel et al., 2010; Ivanauskienė et al., 2012)ǴҾ ᕴᡏຑޑ܄ჹౢࠔфૈठޣбрϐΠǴޕکᕇளޕКၨܭሽॶࢂࣁ୷ޕᜢᗖӢનǶޑཀᜫᆶᡏຑޣ ࢂޑሽॶࡰޕޑᑽ(trade-off) ( Zeithaml, 1988)ǹDodds et al. (1991)ᇡࣁǴວৎޑሽϐ໔کကࢂࠔ፦ۓሽॶޑـǴᇡࣁനத ޕሽॶࣁᡏ៝࠼ޕᑽǹKotler(1999)ᇡࣁޑ឴࣊ϐ໔ډڙག܌ᆶдॺӧЍбሽਔ܄фૈठޑдॺӧౢࠔύᕇள ሽॶᆶᡏ៝࠼ޕԋҁ໔фૈठ܄ϐৡ౦ǹSlater and Narver (2000)Ьᆶౢࠔфૈठ܄܈୍ܺфૈठ܄࣬ᜢޑ៝ ᖼວՉࣁਔǴϣܭޣ؇ػ◔(2013)ࡰрޣሽॶǹ୯ϣᏢޕޑයԋҁਔǴ൩ബࡌ៝࠼ຼڮғޑ࠼ճຬၸౢࠔჹ៝࠼ ሽޕӛቹៜࠔจᄊࡋԶගϲ҅܄ᡉҢфૈठ่݀زຑሽǶᔎ։(2016)ࣴޑճᆶбрԋҁޑᕇள܌ЈКၨࠔϷ୍ܺ ॶǴԶ҅ӛቹៜᖼວཀᜫǶ җܭфૈठ܄ёаගଯޣϐޕሽॶǴԶޕሽॶࢂޣჹܭࠔจሽॶޑᇡё(Aaker, 1996)Ǵޕሽॶࢂჹ࠼Њ གྷයఈठǴԶౢғӳགǵךфૈຝᆶځޕࢌࠔจܭჹޣᕴᡏຑǴӢԜǴޑ܄ౢࠔԖਏکำࡋڙǴௗޕགޑ ᇡࣁ၀ޣሽॶཇଯǴޕޑཇଯޣᇡёǴж߄၀ౢࠔ๏ϒޑ၀ࠔจሽॶܭᗦ֖ჹ܌ᅈཀࡋϷ٩ߕᆶߞҺਔǴ ᇡࣁǺزӣᖼཀᜫԶගϲӆᖼཀᜫǶǴӢԜҁࣴޑޣሽॶຫଯਔǴ൩ຫܰቚуޑౢࠔᖼວ H5Ǻфૈठ܄҅ӛቹៜޕሽॶǶ H5aǺфૈठ܄ၸޕሽॶቹៜӆᖼཀᜫǶ
Бݤزࣴ .3 ࢎᄬزࣴ 3.1 ךሽॶࣁύϟǴԾޕӛቹៜǴ٠а҅ޑሽॶჹӆᖼཀᜫޕᆶ܄ǵфૈठ܄Ьाӧቹៜຝठزҁࣴ ύϟਏ݀Ǵау࿉ೱᙹౢڀሽॶჹӆᖼཀᜫޕၸ܄ύϟਏ݀ǴаϷфૈठڀሽॶჹӆᖼཀᜫޕၸ܄ຝठ ᡉҢǺ܌ǶӚᡂኧ໔ϐᜢ߯Ǵӵკ3-1ٯࣁ
нлм H2
܄ຝठךԾ H1(H3a,H5a) H3(H3a) ޕሽॶ ӆᖼཀᜫ
фૈठ܄ H5(H5a)
H4
ࢎᄬკزკ3-1ࣴ ကᆶᑽໆБԄۓᡂᏹբࠠزࣴ 3.2 ޑҭਥᏵၸѐ࣬ᜢޑϐҞزǶҁࣴ܄ᆶфૈठ܄ຝठךሽॶǵӆᖼཀᜫǵԾޕх֖ϐᡂኧԖǺزҁࣴ ᑽໆБԄϩձᇥܴӵΠǺځက٠ჹۓ܄Ǵ๏ϒӚᡂኧᏹբزࣴ 3.2.1 ӆᖼཀᜫ :ကۓ)ᏹբࠠ) ҾᖼວϐཀკǶޑ୍ܺ܈ကࣁ៝࠼ӆࡋӛচᖼວౢࠔۓᢀᗺǴஒӆᖼཀᜫޑ(ԵSelnes(1993ୖزҁࣴ (Β)ᑽໆБԄ: ӆᖼཀᜫǴᚒҞӅीޑёόёዕԋआૡ୍ܺၸࡕܭჹޣԵचԾҥ(2010)ᆶഋࡹ(2018)ϐᑽໆᚒǴаຑໆ༤เୖزҁࣴ ҢǶ܌ᑽໆᚒӵ߄3-1ځΟᚒǴ ᆶୢۺ߄3-1ӆᖼཀᜫϐᑽໆᄬ ᑽໆᚒ ۺᑽໆᄬ
҂ٰϝӆᒧёόёዕԋआૡǶ .1
ᡍǶޑཥাઝਜ୍ܺޑךཀӛдΓ҅य़࠹ϩ٦ך.ӆᖼཀᜫ 2 ϝᒧёόёዕԋआૡǶךѬᒧǴځӧ࣬ӕచҹΠǴջ٬Ԗ .3
3.2.2 ޕሽॶ :ကۓ)ᏹբࠠ) Ǵௗԏ(received)ᆶޕሽॶёຎࣁ៝࠼ჹࡌҥӧޕޑᒏ܌ကࣁǺۓޑሽॶޕԵZeithmal(1988)ᢀᗺ,ஒ៝࠼ୖزҁࣴ ๏ϒбр(given)ӧౢࠔ(܈୍ܺ)ਏҔޑᡏຑǶ (Β)ᑽໆБԄ ёόёዕԋआૡ୍ܺၸܭჹޣሽॶϐᑽໆୢуаঅ҅Ǵаຑໆ༤เޕޑጓᇙ܌(Եᛥ٥(2013)ယࡹᑣ(2016ୖزҁࣴ ҢǶ܌ᑽໆᚒӵ߄3-2ځᄊǴᚒҞӅीΟᚒǴރሽॶЈޕࡕϐ ᆶୢۺሽॶϐᑽໆᄬޕ߄3-2 ᆶୢۺሽॶϐᑽໆᄬޕ߄3-2 ᑽໆᚒ ۺᑽໆᄬ
1. .ёόёዕԋआૡޑᓓᗺᆶ܌брޑҔࢂॶளޑǶ
ǶޑҔࢂॶளޑЍб܌ךᕉნ߄ᆶޑሽॶ 2. ёόёዕԋआૡޕ
Ƕޑॶ܌ຬނᖼᓓᡍࢂޑள೭ԛך .3
нлн ܄ຝठךԾ 3.2.3 :ကۓ)ᏹբࠠ) ךԾޣӳౢࠔຝᆶୃޣကࣁǴۓ܄ຝठךᢀᗺǴஒԾޑ(ԵGardner and Levy (1955) аϷLevy(1959ୖزҁࣴ ౢࠔǶޑठۺཷ (Β)ᑽໆБԄ ܭჹޣՉᇟཀঅ҅ԶԋǴаຑໆ༤เ܄ϐزϐᑽໆᚒǴ٠٩ྣҁࣴزᎅॕဖ(2014)ֺྷЎ(2017)ࣴޣ௦ҔᏢزҁࣴ ᑽໆᚒӵ߄ځǴᚒҞӅीϖᚒǴ܄ࢂցठۺཷךࡘԵǴࡘԵ၀۫ৎຝᆶԾޑךᆶёόёዕԋआૡ୍ܺၸำՉԾୖ 3-3܌ҢǶ ᆶୢۺϐᑽໆᄬ܄ຝठך߄3-3Ծ ᑽໆᚒ ۺᑽໆᄬ
ӵՖ࣮ࡑԾς࣬ठǶךຝᆶޑёόёዕԋआૡ .1
ࢂፔǶךຝϸࢀΑޑёόёዕԋआૡ .2 ຝךԾ ৎǶ۫ޑΓӀ៝ёόёዕԋआૡ೭ኬޑ࣬՟ךᆶ .3 ठ܄ ߚத࣬ႽǶךΓᆶޑѐёόёዕԋ.4
ຝǶޑךຝϸࢀрޑёόёዕԋआૡ۫.5
3.2.4 фૈठ܄ :ကۓ)ᏹբࠠ) ࣬಄ำࡋǶޑයࡑ܌ޣک܄фૈឦޑࣁౢࠔ܄фૈठޑ௦ҔSirgy and Su (2000)ගрزҁࣴ (Β)ᑽໆБԄ ёόёዕԋआૡфܭჹޣวϐᑽໆୢуаঅ҅Ǵаຑໆ༤เ܌ໆ߄ޑ(Ryu et al. (2008)ᆶ݅ျᙦ(2013ޣ௦ҔᏢزҁࣴ Ң܌ᑽໆᚒӵ߄3-4ځำࡋǴᚒҞӅीΖᚒǴޕޑ܄ឦૈ ᆶୢۺϐᑽໆᄬ܄߄3-4фૈठ ᑽໆᚒ ۺᑽໆᄬ
1.ёόёዕԋआૡࠔࢂӭኬϯޑǶ
2.ёόёዕԋआૡ୍ܺΓޑ߄ࢂޑǶ
ёόёዕԋआૡ࠻ϣीးᐲ,ࢂᡣΓགݗؼӳǶ.3
4.ёόёዕԋआૡሽӝǶ фૈठ܄ 5.ёόёዕԋआૡࡑࠔޑਔ໔ࡐอǶ
6.ёόёዕԋआૡࡐӳസǶ
7.ёόёዕԋआૡπբᕉნዅፁғǶ
ёόёዕԋआૡӦՏؼӳǶ.8
ीڔୢ 3.3 Ӛز࠼ǶಃΒҽࣁҁࣴ៝ޑෳჹຝࣁёόёዕԋआૡڙЬाϩԋΟঁҽٰीǴಃҽᑔᒧڔୢزҁࣴ ǴಃΟҽࢂΓαीᡂኧǶӅीѤঁໆ߄(܄ᆶфૈठ܄ຝठךሽॶǵԾޕϐᑽໆ(ӆᖼཀᜫǵۺᄬঁ ϐीϩǴϩձࢂߚதόӕཀǵόӕཀǵԖᗺόӕཀǵද೯ǵԖᗺӕཀǵӕཀǵۺаլΎᗺໆ߄ໆෳӚᄬڔҁୢ ߚதӕཀǶ Бݤزࣴ 3.4 ጄൎᆶჹຝزࣴ 1. 3.4 ܭϐཀᜫǴჹڔ༤เୢځǴӃ၌ୢܫวڔϷᆛၡୢڔჹຝǴхࡴરҁୢز࠼ࣁࣴ៝ޑаёόёዕԋआૡزҁࣴ
нло բเǶځ๏ڔҁୢٮǴගޣԖཀᜫ ෳڔୢ 3.4.2 ǶՠࣁᗉխୢϐሡزЎӷౣբঅႬа಄ӝҁࣴܭத٬Ҕϐໆ߄Ǵ٠ޣ௦Ҕϐໆ߄߯ԾӃᏢ܌زҁࣴ Չᇟཀϐঅ҅Ƕـ௦ՉෳǴ٠٩ӣᙟϐཀܫԄว҅ڔୢܭୢᚒǴޑϣԖᇟཀڔ ኬБݤϷኬҁኧܜ 3.4.2 ࠼Ǵനಖӣԏ150៝ޑ๏ёόёዕԋआૡܫวڔБԄٰՉǴЬाٰྍаરҁୢޑኬܜаߡճܫวڔୢزҁࣴ ǶڔҽԖਏୢ
ϩᆶ่݀زࣴ .4 ڔीϩȩǴ௶ॊኬҁϩթ่ᄬǹಃΒࢂȨਏࡋᆶߞࡋϩȩǴϩୢ܄ԜകӅϩϤλǴಃࣁȨ௶ॊ ϩȩǴᔠෳό܄ǹಃѤࣁȨৡ౦܄ᜢೱޑǹಃΟ߾ࢂȨ࣬ᜢϩȩǴᔠෳᡂኧϐ໔܄ۓᆶᛙ܄Ԗठڀࢂց ӕΓαीᡂᆶӚঁᡂኧ໔ޑৡ౦܄ǹಃϖࣁȨύϟਏ݀ϐᡍȩǹಃϤஒᕴ่ᘜયวޑϩ่݀Ƕ 4.1 ௶ॊ܄ीϩ Кޑ՞܌Ȑ58.7%ȑ܄ǴኬҁύζقձԶ܄ύǴаڔҢǺӧ 150ҽԖਏୢ܌ ஒ௶ॊीϩ่݀ӵΠ߄ 4-1 Ǵ εᏢ() ՞Ȑ60.0%ȑനقǴа 21(֖)-30ྃ՞Ȑ39.3%ȑനӭǹа௲ػำࡋԶقȐ41.3%ȑǹ൩ԃសԶ܄تܭଯ Ǵԃၗ8ԃа՞Ȑ66.7%ȑനӭǶقӭǹаπբԃၗԶ 4.2 ߞࡋϩ 0.35ਔǴࣁեߞܭ0.7ࣁύߞࡋǹλ~0.35ܭ0.7аࣁଯߞࡋǹϟܭ٩Ᏽ Cuieford (1965)ᇡࣁCronbach’s α ߯ኧε ࡋǴ߾ѸմନǶ ᕴޑߞࡋϩ่݀ǴȨӆᖼཀᜫȩᡂኧځItem-to Total CorrelationǴޑᚒӅԖ19ᚒǴଞჹӚᚒڔୢزҁࣴ Cronbach´s αॶࣁ0.868ǹȨޕሽॶȩᡂኧޑᕴCronbach´s αॶࣁ0.870ǹȨфૈठ܄ȩޑᕴCronbach´s αॶࣁ 0.8аǴϷӚᚒȨঅ ܭᕴCronbach´s αॶࣁ0.923ǹǶӚᡂኧॶᡉҢߞࡋࣣεޑȩᡂኧ܄ຝठך0.876ǹȨԾ Ң܌ߞࡋϩӵ߄4-2ɴ4-5ځǶ܄ϣठޑ0.5ǴࣁଯߞࡋǴԖؼӳ ܭҞᕴ࣬ᜢȩॶࣣεޑ҅ ߄4-2ӆᖼཀᜫϐߞࡋϩ߄ ᑽໆ অ҅ޑҞ Ҟմନਔޑ ᚒڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ ҂ٰϝӆᒧёόёዕԋआૡǶ .1 0.667 0.884 ӆ ᒧޑಃঁᖼວךᖼ 2. ёόёዕԋआૡࢂ 0.778 0.785 ཀ Ƕ ךѬᒧǴځᜫ 3. ӧӕచҹΠǴջ٬Ԗ 0.809 0.755 ᗋᒧёόёዕԋआૡǶ Cronbach’s α ॶ 0.868 ߄ 4-3 ޕሽॶϐߞࡋϩ߄ ᑽໆ অ҅ޑҞ Ҟմନਔޑ ᚒڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ 1. ёόёዕԋआૡޑᓓᗺᆶ܌брޑ 0.833 0.869 ҔࢂॶளޑǶ ޕ Ѝ܌ךᕉნ߄ᆶޑёόёዕԋआૡ .2 0.835 0.869 ሽ бޑҔࢂॶளޑǶ ॶ܌ຬނᖼᓓᡍࢂޑள೭ԛך .ॶ 3 0.810 0.888
Cronbach’s α ॶ 0.913
нлп ߄ 4-4 фૈठ܄ϐߞࡋϩ߄
ᑽໆ অ҅ޑҞ Ҟմନਔޑ ᚒڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ
1. ёόёዕԋआૡՅࢂӭኬϯޑǶ 0.632 0.857
2. ёόёዕԋआૡ୍ܺΓޑ߄ࢂ 0.645 0.860 ޑǶ 3. ёόёዕԋआૡ࠻ϣीးᐲ,ࢂᡣΓག 0.694 0.855 ݗؼӳǶ ф ૈ 4. ёόёዕԋआૡሽӝǶ 0.672 0.856 ठ 5. ёόёዕԋआૡࡑࠔޑਔ໔ࡐอǶ 0.636 0.861 ܄ 6. ёόёዕԋआૡࡐӳസ 0.675 0.856
7. ёόёዕԋआૡπբᕉნዅፁғǶ 0.738 0.850
ёόёዕԋआૡӦՏؼӳǶ 0.576 0.869 .8
Cronbach’s α ॶ 0.876
ϐߞࡋϩ߄܄ຝठך߄ 4-5 Ծ
ᑽໆ অ҅ޑҞ Ҟմନਔޑ ᚒڔୢ ᕴ࣬ᜢ Cronbach’s α ॶ ۺᄬ ӵՖ࣮ࡑךຝᆶޑёόёዕԋआૡ .1 0.769 0.911 Ծς࣬ठǶ Ծ ࢂךຝϸࢀΑޑёόёዕԋआૡ .2 0.912 0.763 ך ፔǶ ΓӀ៝ёόёዕԋआૡޑ࣬՟ךᆶ .3 ຝ 0.843 0.897 ৎǶ۫ޑ೭ኬ ߚத࣬ךΓᆶޑѐёόёዕԋ .4 ठ 0.816 0.902 ႽǶ ܄ ךຝϸࢀрޑёόёዕԋआૡ۫ .5 0.807 0.904 ຝǶޑ Cronbach’s α ॶ 0.923 ѤᡂኧٰՉѳ֡ኧᆶྗৡϩǶ܄ຝठךᆶԾ܄ሽॶǵфૈठޕ٩Ᏽӆᖼཀᜫǵ ߄ 4-6 Ӛᡂኧѳ֡ኧᆶྗৡ
ᡂኧ ѳ֡ኧ ྗৡ
ӆᖼཀᜫ 5.00 1.57
ޕሽॶ 5.24 1.50
фૈठ܄ 5.46 1.17
1.60 4.75 ܄ຝठךԾ
ݩǶҁރӚᡂኧϐᡂ౦ځӛǴӧྗৡύ҅ޣ܈ࢂࣁॄӛڙϐᡏགۺჹӚᄬޣೖڙவ߄4-6ϐѳ֡ኧё࣮р ຝךᆶԾ܄ሽॶǵфૈठޕᡂኧӆᖼཀᜫǵزаLikerΎᗺໆ߄ЁࡋࣁྗǴ4ϩբࣁύ໔ॶǴҁࣴزࣴ ຑሽǶޑࢂ๏ϒၨࣁ҅य़ޕᇡޑჹӚঁᡂኧޣෳڙ4ϩǴջܭѳኧ֡ε܄ठ
нлр 4.3 Ӛᡂኧ໔ϐ࣬ᜢ߯ኧϩ ሽॶȩޕȩǵᆶύϟᡂኧࣁȨ܄ຝठךȩϷȨԾ܄٩ᡂኧࣁȨӆᖼཀᜫȩǴԾᡂኧࣁȨфૈठޑزҁࣴ ܌ำࡋࢂցᡉǴϩ่݀ӵ߄4-7ޑ࣬ᜢ܄ໆϯᡂኧ໔ጕঁٿӅीѤᡂኧǶ٠аSPSS Pearson࣬ᜢϩٰᔠᡍ ҢǶ
߄ 4-7 Ӛᡂኧ࣬ᜢϩ߄
܄ຝठךԾ ܄ሽॶ фૈठޕ ӆᖼཀᜫ ӆᖼཀᜫ 0.754** 0.757** 0.766** 1 ޕሽॶ 0.730** 0.793** 1 фૈठ܄ 0.708** 1 1 ܄ຝठךԾ p<0.01ຏǺ ** 4.4 ӚᡂኧᆶΓαीᡂޑৡ౦܄ϩ 4.4.1 όӕ܄ձჹӚᡂኧϐৡ౦܄ϩ ሽॶǵӆᖼཀᜫᡂኧǴࢂցၲᡉৡ౦Ƕޕǵ܄ǵфૈठ܄ຝठךձӧԾ܄Ǵаᕕှۓ௦ҔTᔠ Ƕޣෳڙ܄ζܭեޕޑӧӆᖼཀᜫޣෳڙ܄تձѝԖӧӆᖼཀᜫၲᡉৡ౦Ǵջ܄ҢǴ܌߄4-9
߄ 4-9 ܄ձჹӚᡂኧϐৡ౦ϩ߄ ζ ت ᡂኧ tॶ ѳ֡ኧ ྗৡ ѳ֡ኧ ྗৡ
ӆᖼཀᜫ 5.3733 1.23849 5.5130 1.12060 -.720 ຏ1Ǻ *߄p<0.05 4.4.2 όӕԃសჹӚᡂኧϐৡ౦܄ϩ ሽॶǵӆᖼཀᜫᡂኧ໔ǴࢂցԖޕǵ܄ǵфૈठ܄ຝठך௦ҔൂӢηᡂ౦ኧϩǴаᕕှԃសӧԾ ၲᡉৡ౦(p<0.05)ǶаScheffeݤբӭख़КၨวǴޕӆᖼཀᜫϐᇡܭҢǴόӕԃសѝԖჹ܌ᡉৡ౦Ƕҗ߄4-10 όӕԃសჹܭӆᖼཀᜫคᡉৡ౦Ƕ ߄ 4-10 ԃសჹӚᡂኧϐৡ౦ϩ߄ ѳ֡ኧ ᡂኧ Fॶ Scheffe Ȑ1ȑ Ȑ2ȑ Ȑ3ȑ Ȑ4ȑ
ӆᖼཀᜫ 5.4211 4.9040 4.4667 4.5185 2.783* -
ຏ1Ǻ *߄p<0.05 2ǺȐ1ȑ20ྃаΠ(֖20ྃ)ǹȐ2ȑ21(֖)-30ྃǹȐ3ȑ31(֖)-40ྃȐ4ȑ41(֖)ྃа ϩ܄όӕ௲ػำࡋჹӚᡂኧϐৡ౦ 4.4.3 ሽॶǵӆᖼཀᜫޕǵ܄ǵфૈठ܄ຝठךӧԾځǴ௦ҔൂӢηᡂ౦ኧϩǴаᕕှق൩௲ػำࡋԶ ޑ௲ػНѳϐ໔Ӹӧᡉৡ౦Ƕ٬ҔScheffeޑѤঁᡂኧࢂցԖᡉৡ౦ǶၸᔠෳࡕวȐpɦ0.05ȑǴ߄ܴόӕ ᡂໆБय़ၲᡉৡزдࣴځکӆᖼཀᜫکሽॶޕǴ܄ຝठך௲ػНѳӧԾޑБݤՉӭख़КၨǴวόӕ Ƕޣෳڙᅺറγܭ่݀֡ଯޕჹᆶॊᡂኧޣෳڙޑ౦Ǵҭջࢂଯύᙍ
нлс ߄ 4- 12௲ػำࡋჹӚᡂኧϐৡ౦ϩ߄ ѳ֡ኧ ᡂኧ Fॶ Scheffe Ȑ2ȑ Ȑ3ȑ Ȑ4ȑ 4<2 5.264 4.2108 4.7756 5.5478 ܄ຝठךԾ ޕሽॶ 5.8406 5.2593 4.8018 20.923 2>4
ӆᖼཀᜫ 5.7101 5.0407 4.4775 25.378 2>4 ຏ1Ǻ *߄p<0.05 ຏ2 :(1) ୯ύ(֖)аΠ (2)ଯύᙍ (3) εᏢ() (4) ᅺ/റγ 4.5 ύϟਏ݀ϐᡍ ௦ҔHayes Ȑ2013ȑPROCESSी೬ᡏՉၗϩ٠ᒧModel 4 ϷBootstrapزࣁΑᡍӚঁଷǴҁࣴ Ƕ܄5000ԛǴՉᔠᡍӚԾᡂჹ٩ᡂϐቹៜܭSamples ଷزǴЍҁࣴޕևᡉНྗȐβ=0.48Ǵp<0.05ȑǴҗԜள܄ӆᖼཀᜫϐቹៜܭሽॶჹޕҢ܌ӵკ4-1 ሽॶϐቹៜևᡉНྗȐβ=0.68Ǵp<0.05ȑǴҗԜޕܭჹ܄ຝठךሽॶ҅ӛቹៜӆᖼཀᜫǶԾޕH1Ǻ ӆᖼཀᜫ໔ၲᡉНܭჹ܄ຝठךԖ҅ӛቹៜǶԾڀሽॶޕჹ܄ຝठךଷH3ǺԾزǴЍҁࣴޕள ۓჹӆᖼཀᜫԖ҅ӛቹៜǶᙖҗύϟਏ݀ᔠ܄ຝठךଷH2ǺԾزȐβ=0.41ǹp<0.05ȑǴӢԜЍҁࣴྗ ךӸӧǴЍH3aǺԾޑ0Ǵж߄ύϟਏ݀ډȐ0.33ǴBootLLCI =0.22ǹBootULCI=0.45ȑǴԜߞᒘ໔ऩ҂х֖ ຝठ܄ၸޕሽॶቹៜӆᖼཀᜫǶ
(0.68*) ޕሽॶ (0.48*) H3(H3a) H1(H3a)
H2 ܄ຝठךԾ ӆᖼཀᜫ (0.41*/.33*)
ύϟϩȑޑሽॶޕቹៜȐModel4ޑሽॶჹӆᖼཀᜫޕၸ܄ຝठךკ4-1 Ծ ଷH4ǺزǴЍҁࣴޕևᡉНྗȐβ=0.54Ǵp<0.05ȑǴҗԜள܄ჹӆᖼཀᜫϐቹៜ܄ӵკ4-2Ǵфૈठ ଷH4ǺфزӆᖼཀᜫԖ҅ӛቹៜȐβ=0.54Ǵp<0.05ȑǴҁࣴܭሽॶჹޕჹӆᖼཀᜫԖ҅ӛቹៜǶ܄фૈठ زሽॶၲᡉНྗȐβ=1.02ǹp<0.05ȑǴӢԜЍҁࣴޕܭჹ܄Ԗ҅ӛቹៜǶфૈठڀჹӧᖼཀᜫ܄ठૈ Ȑ0.47ǴBootLLCI =0.29ǹBootULCI=0.67ȑǴۓቹៜǶᙖҗύϟਏ݀ᔠޑԖ҅ӛڀሽॶޕჹ܄ଷH5Ǻфૈठ ሽॶቹៜӆᖼཀᜫǶޕၸ܄ӸӧǴЍH5aǺфૈठޑ0Ǵж߄ύϟਏ݀ډԜߞᒘ໔ऩ҂х֖
(1.02*)) ޕሽॶ (0.47*) H5(H5a) H1(H5a)
фૈठ܄ H4ġ ӆᖼཀᜫ (0.54*/.47*)
კ4-2 фૈठ܄ჹӆᖼཀᜫޑቹៜȐModel 4ޕሽॶޑύϟϩȑ ۓଷ่݀ᔠ 4.6 ҢǺ܌ஒӚᡂኧଷᇥϐᔠᡍ่݀༼ӵΠ߄4-8زҁࣴ
нлт ଷᔠᡍ่݀༼߄ز߄4-8ࣴ ଷϣ ่݀
H1 ޕሽॶ҅ӛቹៜӆᖼཀᜫ Ѝ Ԗ҅ӛڀჹӆᖼཀᜫ܄ຝठךԾ H2 Ѝ ቹៜ Ԗ҅ӛڀሽॶޕჹ܄ຝठךԾ H3 Ѝ ቹៜ ሽॶቹៜӆޕၸ܄ຝठךԾ H3a Ѝ ᖼཀᜫ Ԗ҅ӛቹៜ Ѝڀჹӆᖼཀᜫ܄H4 фૈठ
Ԗ҅ӛቹៜ Ѝڀሽॶޕჹ܄H5 фૈठ фૈठ܄ၸޕሽॶቹៜӆᖼཀ H5a Ѝ ᜫ
5.่ፕᆶࡌ ଷᇥǵЎǵၗϩزࣁ୷ᘵǴ่ӝಃകԿಃѤകϐࣴޑҞزගрϐፕࢎᄬᆶࣴ܌زҁകύஒаҁࣴ ޣǴයૈჹڋၸำϐज़زБӛϷࣴزࣴޑϐ่ፕǵଅᆶᆅཀ఼ǵЪගр҂ٰࡌزᆶ่݀Ǵ༼ࣴ ޑᔼБय़Ԗ܌ଅǶ ፕ่زࣴ 5.1 5.1.1 ୷ҁၗჹӚᡂኧ໔ϐৡ౦܄ϩ Ƕόӕԃសޣෳڙ܄ζܭեޕޑӧӆᖼཀᜫޣෳڙ܄تձѝԖӧӆᖼཀᜫၲᡉৡ౦Ǵջ܄วزҁࣴ ຝठךӆᖼཀᜫคᡉৡ౦Ƕόӕ௲ػำࡋӧԾܭၲᡉৡ౦(p<0.05)ǶόӕԃសჹޕӆᖼཀᜫϐᇡܭѝԖჹ Ƕޣෳڙᅺറγܭ่݀֡ଯޕჹᆶॊᡂኧޣෳڙޑሽॶǵӆᖼཀᜫၲᡉৡ౦Ǵҭջࢂଯύᙍޕǵ܄ 5.1.2 ޕሽॶჹӆᖼཀᜫԖ҅ӛቹៜ Ƕޑፕ࣬಄่زࣴځࢩȐ2009ȑ܍ӵޣᆶӃᏢ่݀زሽॶᡉ҅ӛቹៜӆᖼཀᜫǴԜࣴޕวزҁࣴ ჹӆᖼཀᜫԖ҅ӛቹៜ܄ຝठךԾ 5.1.3 ፕ࣬಄Ƕ่زӵછֵ(2016)ࣴޣᆶӃᏢ่݀زᡉ҅ӛቹៜӆᖼཀᜫǴԜࣴ܄ຝठךวԾزҁࣴ ሽॶԖ҅ӛቹៜޕჹ܄ຝठךԾ 5.1.4 ,ӵMalärޣᆶӃᏢ่݀زၲᡉНྗǴԜࣴ܄ሽॶϐቹៜޕჹ܄ຝठךǴԾޕҗᘜϩύள ޑፕ࣬߈่زࣴځ(Krohmer, Hoyer and Nyffenegger (2011)ǵ Aaker(1996 ύϟਏ݀ڀᆶӆᖼཀᜫύ܄ຝठךሽॶӧԾޕ 5.1.5 ሽॶԶޕၸ܄ຝठךҽύϟਏ݀ǴջԾڀᆶӆᖼཀᜫύ܄ຝठךሽॶӧԾޕύวزҁࣴ ӵMalär, Krohmer, Hoyer andޣᆶӃᏢ่݀زௗቹៜӆᖼཀᜫǴԜࣴޔ܄ຝठךԾ܈ӆᖼཀᜫԖቹៜǴܭჹ Ƕޑፕ࣬߈่زࣴځࢩȐ2009ȑ܍Nyffenegger (2011)ǵ Aaker(1996)Ϸ 5.1.6 фૈठ܄ჹӆᖼཀᜫԖ҅ӛቹៜ ӛቹៜǴΨ൩҅ޑ໔ӸӧᡉޣٿᡍΑځၲᡉНྗǴ܄ሽॶϐቹៜޕჹ܄Ǵфૈठޕҗᘜϩύள ᙚሀ҅य़αᆶдΓǶၸѐࣴܭຠЈ୍ܺࡕǴڙࣁрวᗺࡕǴ៝࠼ག܄ࢂவΓ୍ܺафૈठ Ƕޑፕ࣬಄่زࣴځ(ӵߥܱ(2015ޣᆶӃᏢ่݀زቹៜӆᖼཀᜫǴԜࣴ܄ҭᡉҢǴфૈठز 5.1.7фૈठ܄ჹޕሽॶԖ҅ӛቹៜ ӛቹៜǴΨ൩҅ޑ໔ӸӧᡉޣٿᡍΑځၲᡉНྗǴ܄ሽॶϐቹៜޕჹ܄Ǵфૈठޕҗᘜϩύள ሽॶǴԜޕቹៜ܄ҭᡉҢǴфૈठزሽॶຫଯǶၸѐࣴޕޣำࡋຫଯǴ܄ࢂவΓфૈठ Ƕޑፕ࣬಄่زࣴځ(ӵDay (1994ޣᆶӃᏢ่݀زࣴ
нмй ύϟਏ݀ڀᆶӆᖼཀᜫύ܄ሽॶӧфૈठޕ 5.1.8 ӆᖼܭሽॶԶჹޕၸ܄ҽύϟਏ݀Ǵջфૈठڀᆶӆᖼཀᜫύ܄ሽॶӧфૈठޕύวزҁࣴ ่زࣴޑӵDay (1994)Ϸੀ(2015)ว߄ޣᆶӃᏢ่݀زௗቹៜӆᖼཀᜫǴԜࣴޔ܄фૈठ܈ཀᜫԖቹៜǴ ፕ࣬಄Ƕ ቹៜޑԖ҅ӛ܄ຝठךჹԾ܄фૈठ 5.1.9 ӛቹៜǴ҅ޑ໔ӸӧᡉޣٿᡍΑځၲᡉНྗǴ܄ϐቹៜ܄ຝठךჹԾ܄Ǵфૈठޕҗᘜϩύள ӵBowen et al.(1994)ᆶޣᆶӃᏢ่݀زǴԜࣴ܄ຝठךǴஒ֎ЇԾ܄Ψ൩ࢂऩவΓ௦фૈठ Ƕޑፕ࣬಄่زࣴځ (Zhang and Doll (2001 ፕଅᆶჴ୍ᆅཀ఼زࣴ .5.2 ፕଅزࣴ 5.2.1 ࡐӭǴ೭٤ӢᡂኧхࡴǴࠔจຝ(ԙচᅤǴ2019ȑǵΓሞߞҺ(ᄃزࣴޑၸѐȨӆᖼཀᜫȩቹៜϐӢ ೢҺ(ऍችǴ2019ȑǵ୍ܺࠔ፦(ഋࡹǴ2018ȑǵᅈཀࡋޗૠǴ2019ȑǵҾۏሽ(ᔎޕᅸ࣓Ǵ2019ȑǵ ॥ᓀޕਏૈ(ЦలǴ2017ȑǵӃᡍ(ယࡹᑣǴ2016ȑǵᡏᡍՉᎍ(Цల࣓2Ǵ014ȑǵךഋች࣓Ǵ2017ȑǵԾ) Ǵ2011ȑǵೱᙹຝ(ܴᄡǴ2012ȑǵᔮሽॶ(මৎ Ǵ2017ȑǴǴฅԶکᗛऍ࣓Ǵ2013ȑǵౢࠔബཥ(ܿ) ёૈၸ܄Ϸфૈຝठ܄ຝठךᇡࣁԾزख़ाӢᡂኧǴҁࣴޑЖલ٤ቹៜӆᖼཀᜫزॊࣴ Ϸфૈ܄ຝठךቹៜӆᖼཀᜫǴԾ܄Ϸфૈຝठ܄ຝठךჴǴԾزሽॶቹៜӆᖼཀᜫǶҁࣴޕ ሽॶቹៜӆᖼཀᜫǶޕၸ܄ຝठ 5.2.2 ᆅჴ୍ϐཀ఼ᆶࡌ ӵΠǺޣݤǴࡌޑ܄ຝठךሽॶቹៜӆᖼཀᜫǶӧமϯԾޕ܄ຝठךวǺԾزҁࣴ ǴགྷݤϷሡޑຫٰຫଯΨԖԾρाޑჹऍޣᓐǴуϞܩཀޣၗૻวၲǴܭගϲྎ೯ૈΚǺҗ.1 གྷکሡޑࡌǴୖᆶ،Ǵܴዴ߄ၲԾρٮϩ٦ၗૻǵගޣၸำǴᔈႴᓰᔼޑࡌவΓӧ୍ܺ ࣬ᜢၗૻǴёගϲғౢΚǴගϲᔮਏǴٮݤᡣவΓкϩΑှǶவΓၨᜫཀୖᆶǴග ࣗԿቚу٦ሽॶǶ ࠔ୍ܺޑӳ׳٠ᕇளሡىǴᡣவΓୖᆶǴᅈ୍ܺޑ࠼ᇙϯٮᄊࡋ٠ऐЈྎ೯ǴගޑрॄೢҺ.2 ፦ǴԶගϲჹவΓޑޕሽॶǴቚуߞҺགᆶᅈཀࡋౢғӆᖼཀᜫǶҗԜёޕǴޣჹܭ уЬѐΑှӚঁ׳ቹៜΚΨ൩ຫεǴ٠ЪޑሽॶගଯਔǴӧαޕځவΓϐ୍ܺຫΑှǴჹ ཀკϷӆᖼཀᜫǶځ࣬ᜢၗૻǴനࡕΨஒගϲޑவΓ фૈǴΨӕਔᒧΑک፦ໆޑᖼວౢࠔǴόѝࢂᒧΑౢࠔޣ֎ЇΚǴڀ׳ࠔจޑගϲࠔจຝǺԖࡺ٣.3 ബࡌǴीǴ۫य़ຝी֡ࢂख़ाǶԜѦǴҾޑቶᇟکۺӜǵҾЎϯڮຝǴӢԜࠔจޑౢࠔ ೢҺ٠бፏՉǴගϲӳӑຝǶޗഢڀሡा ຝठךӛቹៜԾ҅܄ሽॶ҅ӛቹៜӆᖼཀᜫǹфૈठޕሽॶǹޕӛቹៜ҅܄วǺфૈठزҁࣴ ሽॶǴٰமϯޕޑჴ୍ݤЋǴԶගϲவΓޑ܄ӢԜவΓёаၸуமфૈठ ܄ ݤǴࡌவΓӵΠǺޑαᙚǶӧமϯᏤӛޑ࠼ჹவΓ៝ ኬډவΓǴளޑ࠼ЊǴૈӧόӕޑՏٰำࡋǺᡣޑ܄ගϲவΓфૈठ.1 ޣշڐഢᒿᐒᔈᡂૈΚǴڀा׳ǴሡޑޣىᅈૈמഢڀࣁவΓǴନΑᔈيǶ୍ܺޑ ᆣǴΥ٣аȨ៝࠼ճޑ഻ӳǴਔӼኟ៝࠼ᆙޑၰ៝࠼Јύന٫ޕᢀჸૈΚǴޑݩǴᗋԖ௵᎒ރೀँว ΓǴ೭ኬග୍ܺޑኬډڙবৎ۫ᖼວࠔǴૈགډҥǴᡣ࠼ЊόፕޑሽॶᢀǴઠӧ៝࠼ޑᓬӃȩ ϲфૈठ܄ޑำࡋǴ๊ჹԖճޕሽॶޑගϲǴԶౢғӆᖼཀᜫǶ ޑၨӳٮߏයᜢ߯Ǵӧᡏ୍ܺၸำύǴа៝࠼ճࣁᏤӛૈගޑᆶ៝࠼ଆှ،ୢᚒǺᆶ៝࠼ࣁΑᆢؼӳ.2 Ǵᡣޣ๏ᔼـཀ܈ၗૻٮϣǴଞჹୢᚒǴᜫཀЬගޑࠔ፦Ƕӕਔᡣ៝࠼ΑှவΓ୍୍ܺܺ Ԗԋ൩གǴ׳ӼЈ׳ޣᆶவΓၲԋӅǴ٬ޑԖਏ׳வΓୖᆶ،ӅӕፕǴ൩ૈ ᝡݾΚǶޑαᙚǴගϲԾρޑ҂ٰܭԶჹவΓౢғߞᒘϷӛЈΚǴԖշ нмк ע Ǵ೭ঁᜢьޑߞ៉๊ჹࢂനख़ाکǴՉౢࠔࣴวബཥǴ፦ໆගϲౢࠔфૈǺճҔѱፓǴᕕှ៝࠼ሡ .3 ඝӳǴӃճ୷ѺӳਥҁǴόૈ࡚Ǽ ᆶࡌڋज़زࣴ 5.2.3 زᕉნӢનቹៜǴԶёૈԋаΠࣴޑਔ໔ǵΓΚӢનϷѦӧزЬ࠼ᢀచҹǵࣴܭၸำύǴӢ߳ज़زӧࣴ ϐ߳ज़Ƕ ज़ڙኬܜǵ ჹຝǴزࣁࣴ(܄ζ܈܄ت)ၸவΓ୍ܺၸڙමޣኬҁ҆ᡏѝज़ࣁёόёዕԋआૡϐޑزҁࣴ ǴኬޣኬჹຝࣁёόёዕԋआૡϐܜӦጔᜢ߯ǴکΚނғϐਔ໔ǵΓΚǵزࣴܭज़ڙӕਔӧၗᇆਔǴ Ƕڋज़܌ҁόදϷϯǴ่݀ӢԜஒԖ БӛϷࡌزΒǵࣴ ԵǶୖޣز҂ٰࡕុࣴٮගрΠӈ൳ᗺаزᚒǴࡺҁࣴޑቹៜӆᖼཀᜫሦୱύۘԖӭॶள ز)ుΕቶݱဂࣴ) ڙෳჹຝԖԃၗڙǴऩ(܄ζ܈܄ت)ЪவΓ୍ܺၸޣෳჹຝࣁёόёዕԋआૡϐڙϐزࣴ ԖཀᜫငፎǴΨ൩ࢂ҂ٰёૈ៝࠼Ǵፓ܈Ƕਔ໔ϢҭёଞჹջஒڔϷคਏୢىज़Ǵܰԋኬҁ҆ᡏϩኧό ϸᔈჴݩǶ܄ӄय़׳ᆶёߞࡋǴၨૈ่݀زϷཀᜫǴٰගϲࣴགྷݤǵሡځ дᡂځΒ)ቚу) 3ঁԾᡂኧ໔ჹӆᖼཀޑࢎᄬύزᆶҁࣴځԾᡂኧǴӵ୍ܺࠔ፦(ዝ2015)ǴٰКၨޑஒٰᔈёа၂όӕ ᕕှǶޑుΕ׳ܭᜢ߯ԖշޑࢎᄬύӚᡂኧϐ໔زᜫϐቹៜำࡋǴ࣬ߞჹҁࣴ
6.ୖԵЎ ǵύЎϩ ቹៜǶ୯ҥύξεᏢҾᆅޑჹਓၯᅈཀࡋᆶ۸၈ࡋ܄ठ܄ǵфૈឦ܄ຝठך୷ཀ Ȑ2007ȑǴԾ .1 ǴᅺγፕЎǴଯѱǶ܌زࣴسᏢ Ƕ୯ҥٯሽॶϷ୍ܺࠔ፦ࣁύϟᡂኧ٠аፄӝԄᓓࣁޕЦల࣓Ȑ2014ȑǴቹៜӆᖼཀᜫϐӢન-а .2 ᅺγӧᙍᅺγፕЎǴଯѱǶ܌زεᏢଯ໘ᔼᆅࣴמଯᔈҔࣽ ᅺγӧᙍسεᏢҾᆅמЦలȐ2017ȑǴቹៜԖᐒ१ࠔ႟୧ӆᖼཀᜫϐӢનǶ୯ҥଯᔈҔࣽ .3 ᅺγፕЎǴଯѱǶ ᏢଣЬᒤǴ2011ᢀೌמႫᓓϐᒧᆶ៝࠼ᅈཀϐቹៜǶቺᓄډђߎमȐ2011ȑǴ୍ܺௗᆶ៝࠼ୖᆶჹӞ .4 ӀᓓਓҶ໕҉ុวᆶബཥ௲ػ୯ሞᏢೌࣴǶ ᅺ֖)܌زǶШཥεᏢၗૻኞᏢࣴزሽॶჹӆᖼཀᜫቹៜϐࣴޕԙচᅤȐ2019ȑǴඵችЋᒮࠔจຝǵ .5 )ᅺγፕЎǴᆵчѱǶ ϐ଼ހǺीჄՉࣁፕϐᔈҔǶ҂рزǵࠔจᄊࡋᆶᖼວՉࣁቹៜϐࣴ܄ठךᔎ։ (2016) ǴၮࠔԾ .6 ᅺγӧᙍᅺγፕЎǴਲ༜ѱǶسεᏢ୯ሞҾᔼמՉࣽ (܌)سεᏢଯសᄤ଼நྣៈᆅמૠȐ2019ȑǴቹៜ҇ჹߥ଼१ࠔӆᖼཀᜫ࣬ᜢӢનϐǶߏ۪ࣽۏᔎ .7 ᅺγፕЎǴਲ༜ᑜǶ ақើМᢀӀ ~زሽॶ, ៝࠼ᅈཀࡋϷ۸၈ࡋᜢ߯ϐࣴޕ ,։ӵǵഋ߲զȐ2009ȑǴᢀӀ֎ЇΚ, ୍ܺࠔ፦ .8 ࠼ᅈཀᏢтǶ៝ .ٯπቷࣁ Ƕநჱεٯӆᖼཀᜫϐቹៜ—аຬࣁޣೢҺǵҾຝϷ୍ܺࠔ፦ჹޗऍችȐ2019ȑǴҾ .9 ᅺγፕЎǴѠࠄѱǶ܌زᏢҾᆅࣴ ܌زεᏢଯ໘ᔼᆅࣴמǴ୯ҥଯᔈҔࣽٯଢ଼۫ࣁڜֺྷЎ(2017) Ǵቹៜ៝࠼۸၈ࡋϐӢન-аೱᙹ .10 ᅺγӧᙍǴᅺγፕЎǴଯѱǶ БݤǶѠч : ੀਜֽǶزֆȐ2005ȑǴҾࣴ .11 нмл ᆛઠфૈीϩǶੇࢩҶ໕ᆅᏢт Ǵ 2ޣᛣݓǵ ՖᎿܴǵ ॕǵ ؇ܴಹϷ҉ӄ ( 2009 )Ǵႝߞ .12 ය 74 – 89Ƕ ǴᅺγፕЎǶ܌زǶѠεᏢᏢࣴزᆶࠔจჹߦᎍਏ݀ቹៜϐࣴ܄։(2002)Ǵᜄࠔ-Ьౢࠔճठ܃݅ .13 ǶᇶϘᆅǶٯаቶЬࣁ─زሽॶϐࣴޕޑޣշǵ࢙ษȐ2005ȑǴᜢ߯ำቹៜՉᎍ୍ܺ٬Ҕ݅ .14 ѦიးੇޗɡаਓՉزሽॶǵ៝࠼ᅈཀࡋᆶ៝࠼۸၈ࡋᜢ߯ϐࣴޕဃǴ։ӵ( 2006 )Ǵࠔจຝǵ݅ .15 Ǵ6(1)Ǵ63-81ǶزǴਓၯᆅࣴٯਓၯࣁ ࣴسǶ୯ҥѠчεᏢҾᆅᏢٯаЦࠔФ௨ᓓࣁ-زჹ៝࠼ᄊࡋቹៜϐࣴ܄ຝठךျᙦ(2012) ǴԾ݅ .16 ǴᅺγፕЎǶ܌ز ᅺγسεᏢҾᆅמǶ୯ҥଯࣽٯٍࠧȐ2019ȑǴቹៜҾӆᖼཀᜫӢનϐ-аύ।៝࠼ࣁ݅ .17 ፕЎǴଯѱǶ ځᆶᅈཀࡋჹӆᖼཀᜫϐቹៜ-αᆶ܄ϐᄍޣ܄ζނǻᆛၡᖼ܄ᄍܭಖٰԾۈचԾҥ(2010)Ǵ .18 ǶᅺγፕЎǶسд۫ৎ֎ЇΚϐፓਏ݀Ƕ୯ҥଯεᏢၗૻᆅᏢ ᆶՐஎཀᜫϐᜢ߯Ǻࠔจٰྍ୯ӳགࡋϐፓਏ݀܄ठךǵࠔจԾ܄છֵ( 2016 )Ǵ୯ሞᢀӀਓᓔࠔจঁ .19 (҂рހϐᅺγፕЎ)Ƕύ୯ЎϯεᏢǴᆵчѱǶ Ƕ҂ٯɡаѠࠄӦࣁ܄ሽॶǵ៝࠼ᅈཀࡋᆶᙚཀᜫϐᜢᖄޕࢩȐ2009ȑǴ୍ܺࠔ፦ǵ܍ .20 εᏢǴѠࠄѱǶמϐᅺγፕЎǴࠄѠࣽހр Ƕ୯ҥଯᔈҔࣽٯՅ-аࢌৎೱᙹѴ௲ᐒᄬࣁفޑܴᄡȐ2012ȑǴቹៜӆᖼཀᜫϐӢનϷᙯඤԋҁ .21 ᅺγӧᙍǶᅺγፕЎǴଯѱǶ܌زεᏢଯ໘ᔼᆅࣴמ Ƕ୯ҥଯᔈٯౢᓔࣁނමੇࢃȐ2013ȑǴቹៜၭౢࠔӆᖼཀᜫϐӢન-аੋΕࣁυᘋᡂኧϷаଯ .22 ޕᅺγӧᙍᅺγፕЎǴଯѱǶᇡകᇡ܌زεᏢଯ໘ᔼᆅࣴמҔࣽ මৎ Ȑ2017ȑǴቹៜӅӕғౢமࡋϐӢϷࡕ݀ᡂኧɡ аᔮሽॶϷ٦ሽॶࣁυᘋᡂኧǶ୯ҥଯ .23 ᅺγፕЎǴଯѱǶسεᏢҾᆅמᔈҔࣽ ᅺγӧᙍسεᏢҾᆅמǶ୯ҥଯᔈҔࣽٯ༜ࣁٽӢન-аѴޑഋࡹȐ2018ȑǴቹៜӆᖼཀᜫ .24 ᅺγፕЎǴଯѱǶ ᅺγӧᙍᅺγፕЎǴسεᏢҾᆅמഋች࣓Ȑ2017ȑǴቹៜન१ӆᖼཀᜫϐӢનǶ୯ҥଯᔈҔࣽ .25 Ƕӭ୯ᝤҾᆅຑፕǴ9(1)Ǵ91-108Ƕز࠼ߥ੮ϐύϟਏ݀ࣴ៝کᒍჹ៝࠼Ꮴӛ܍ߥܱ(2015) ག ሽॶࣁύϟᡂኧǶჴ፬εᏢҾޕаࠔจຝᆶ-زǴӅബሽॶᡏᡍჹᖼວཀᜫቹៜਏ݀ϐࣴ(2015)ۇഋы .26 ᅺγፕЎǴѠчѱǶހ҂рسᆅᏢ Ƕරٯаᢀ፞ύᙍᖻ٣ౚࣁ-زሽॶᆶᖼວཀᜫϐࣴޕᜐࠔڬഋȐ2010ȑǴౚ໗ᇡӕǵ .27 ᅺγፕЎǴᆵύǶسεᏢҶ໕٣ᆅמࣽ ୍ࠠܺޑɡаহኀѭཥ३ᄴ៓݈ᐨز࠼Ꮴӛǵ៝࠼ୖᆶǵ៝࠼ߥ੮ᜢ߯ϐࣴ៝ޑഋએғ( 2014 )ǴȨ୍ܺΓ .28 ȩǴ୯ҥကεᏢǴᅺγፕЎǶٯᄊࣁ εᏢǴଯמᅺγፕЎ)Ƕ୯ҥଯᔈҔࣽހ҂р)ٯ༜ࣁٽӢન―аѴޑഋࡹ(2018)Ǵቹៜӆᖼཀᜫ .29 ѱǶ Ǵಃڔሽॶᆶᖼວཀᜫᜢ߯ǴᔼᆅፕᘀǴಃϖޕଢ଼ೱᙹϐᡏᡍՉᎍǵڜఉᓪǵഋࡹѳ(2009)Ǵ .30 යǴ1-11 ।Ƕ εמǶ୯ҥ݅ࣽٯሽॶᆶ۸၈ࡋϐᜢ߯-аεӕᙵݨߎᡨᓔࣁޕǴᢀӀπቷ୍ܺࠔ፦ǵ(2013)ذෞҦ .31 ᅺγፕЎǴЏϤѱǶހ҂р܌زᏢҶ໕ၮࣴ ՅǶ୯ҥଯᔈҔࣽفޑӃᡍ -زࣴ܄ሽॶᆶӆᖼཀᜫϐᜢᖄޕယࡹᑣȐ2016ȑǴݗǵ҅ӛᆣǵ .32 ᅺγӧᙍᅺγፕЎǴଯѱǶسεᏢҾᆅמ Ƕ୯ҥଯٯᑯȐ2013ȑǴቹៜӆᖼཀᜫӢનϐ-аᙯඤԋҁࣁυᘋᡂኧ٠аѠર௦ᖼΓࣁླྀ .33 ᅺγӧᙍᅺγፕЎǴଯѱǶسεᏢҾᆅמᔈҔࣽ нмм ᅺγހ҂р) ٯɡаѤख़ྛྕࢨਓᓔࣁزሽॶǵᅈཀࡋᆶख़ၯཀᜫϐ࣬ᜢࣴޕǴ୍ܺࠔ፦ǵ(2011) ٷቅऍ .34 εᏢǴଯѱǶמፕЎ)Ƕ୯ҥଯᔈҔࣽ аД࣭ػШࣚ༜─زሽॶᆶՉࣁཀӛᜢ߯ϐࣴޕ ,ጰЎഩ (2005)ǴЬᚒၯ༜୍ܺࠔ፦, ៝࠼ᅈཀ .35 εᏢǴѠύѱǶמǶරࣽٯࣁ ᅺγፕЎǴଯسεᏢҾᆅמጰҲනȐ2019ȑǴҔЊϷҾғԋϣӵՖቹៜӆᖼཀᜫǻǶ୯ҥଯࣽ .36 ѱǶ Ƕ୯ҥଯٯࣁυᘋᡂኧ٠аλӞ۫ࣁ܄Ȑ2011ȑǴቹៜ۫ӆᖼཀᜫϐӢન-аౢࠔബཥکܿ .37 ᅺγӧᙍᅺγፕЎǴଯѱǶ܌زεᏢଯ໘ᔼᆅࣴמᔈҔࣽ Ƕ୯ҥଯٯߎளȐ2012ȑǴቹៜᆘՅࠔӆᖼཀᜫϐӢન-аᕉნᄊࡋࣁυᘋᡂኧϷӆғᅹણպࣁ .38 ᅺγӧᙍᅺγፕЎǴଯѱǶ܌زεᏢଯ໘ᔼᆅࣴמᔈҔࣽ Ƕ҂܌زࣴسǴ୯ҥကεᏢ௲ػᏢزធሺ ( 2013 )Ǵ୯λ௲ৣಔᙃЍǵЈၗҁᆶπբΕᜢ߯ϐࣴ .39 рހϐᅺγፕЎǶ ǴεယεᏢǶزሽॶϷҶ໕ਏჹᙚཀᜫቹៜϐࣴޕΕำࡋǵੋޣЋၰୖᆶޜੀ (2015)Ǵ .40 41. ᄃᅸ࣓Ȑ2019ȑǴऍৣᙍૈჹޣӆᖼཀᜫϐቹៜ-а៝࠼ᅈཀࡋǵΓሞߞҺ㵝ύϟᡂǶ୯ҥᆵύࣽ ᅺγᅺγፕЎǴѠύѱǶسεᏢҾᆅמ ϐᅺγፕЎǴހυᘋਏ݀Ƕ҂рޑ܄ຝᆶౢࠔᡉۺჹࠔจ٩ߕϐቹៜ:ࠔจཷ܄ठךᎅॕဖ(2014)ǴԾ .42 ܿੇεᏢǴѠύѱǶ Ƕٯ॥ᓀᆶੋΕࣁυᘋᡂኧϷаࢌᙴଣϐᙴᏢऍ៝࠼ࣁޕᗛऍ࣓Ȑ2013ȑǴቹៜӆᖼཀᜫӢનϐ-а .43 ᅺγӧᙍǶᅺγፕЎǴଯѱǶسεᏢҾᆅמ୯ҥଯᔈҔࣽ εᏢמǶ୯ҥଯᔈҔࣽٯᖴ۸ࡹȐ2011ȑǴቹៜӆᖼཀᜫӢનϐ-аੋΕࣁυᘋᡂኧ٠аᗦ᜔ࣁ .44 ᅺγӧᙍᅺγፕЎǴଯѱǶسҾᆅ ଯᓓਓᏢଣᓓ .زሽॶᆶՉࣁཀკᜢ߯ϐࣴޕ ,܄ᛥ٥ (2013)ǴੀԄᓓౢࠔࠔ፦, ჴᡏᕉნ, ౦୯ჴ .45 .ᏢՏፕЎ, 1-166܌زᆅࣴ ǶᖄεᏢൔǴٯሽॶǵᅈཀࡋᆶ۸၈ࡋϐ-аӼᒃࣁޕሽॶǵ୍ܺࠔ፦ǵޕྷጪǵߎ㲽 (2009)Ǵ .46 Ǵಃ2යǴ।283-306Ƕڔಃ6 47. ਥᏵᔮीೀ(2019)ౢᔮी܌ϦѲ ΒǵमЎϩ 1. 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нмп ՅفޑဂཀޗਏૈϷᔕךӆᖼཀᜫϐቹៜ-Ծܭғԋϣჹ The impact of generated content on repurchase intention – the role of self-efficacy and sense of virtual community. Цࢅ 1 ௲ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected] ৪ℱ⣀ 2 ғزࣴ سεᏢ Ҿᆅמ୯ҥଯࣽ [email protected]
ᄔ ा ӵՖځдՉࣁǴՠၨϿځ۸၈ࡋϷࠔจޑҾϷҔЊғԋϣӵՖቹៜ៝࠼ჹࠔจزၸѐԖϩࣴ (ЬाଞჹҾғԋϣ(FGC)ϷҔЊғԋϣ(UGCزᖼວՉࣁǶҁࣴޣဂཀٰቹៜޗਏૈϷᔕךၸԾ ӆᖼཀᜫౢғϐቹៜǶܭဂཀჹޗਏૈϷᔕךၸԾځᡂኧ ჹຝǴӣزࣁࣴޣޑFacebookણํ।ࡪᢌޑፓݤԏၗǴаଓᙫࢌࠔจϤঁДаڔ௦Ҕୢزҁࣴ ਏૈךϩॊӵΠǺ(1) UGCϷFGCၸԾ่݀زӅ260ҽǴ٠аIBM SPSSǵAmos 24.0ՉၗϩǶࣴڔԏԖਏୢ Ҿٮஒගр࣬ᜢࡌаزǴҁ่ࣴ݀زဂཀቹៜӆᖼཀᜫǶਥᏵࣴޗቹៜӆᖼཀᜫǹ(2) UGCϷFGCၸᔕ բࣁୖԵǶ ဂཀǴӆᖼཀᜫǶޗਏૈǴᔕךᜢᗖຒǺҾғԋϣǴҔЊғԋϣǴԾ Keywords: Firm-Generated ContentǵUser-Generated ContentǵSelf-EfficacyǵSense of Virtual Communityǵ Repurchase Intention
1.ᆣፕ ङඳϷᐒزࣴ 1.1 ,Չࣁ (Schivinski & DabrowskiޣޑѸΑှጕޣҔЊόᘐԋߏǴᆅޑဂ൞ᡏޗکᒿ٬Ҕᆛሞᆛၡ ǴᑈཱུӦ࣬ϕҬࢬǵബаϷҬඤӚᅿၗૻޣϣബޑǴҔЊૈԋࣁࢲ៌ڀဂ൞ᡏࢂᅿӄౚᆛ๎πޗǶ(2016 ѳѠ(Li & Bernoff, 2011)Ǵҭࢂࠔจ࠹ޑд៝࠼ёаϕځঁᆶٮGarnyte & de Avila, 2009)ǴӕਔΨࣁ៝࠼ග) ЬाቻԖUGCϷҾғԋϣ(firm-generatedޑဂ൞ᡏՉᎍޗډύගزᆅၰǶZahoor and Qureshi (2017)ࣴޑ ቹៜ(Goh, Heng & Lin, 2013)ǶฅԶǴUGCϷޑUGCϷFGCډڙᖼວ،۳۳ܰޑޣcontent, FGC)ǴӢԜ FGCჹܭՉࣁޑቹៜӵՖǻ ۔ځၗૻҬࢬǴၸޑကࣁҗϦљബҺՖԄۓԖࡐӭǴFGCزࣴޑဂғԋϣჹՉࣁޗၸѐ Daiya & Roy, 2016; Kumar et al., 2016; Laroche, Habibi & Richard, 2013)ǶUGCࡰߚΓ)ௗӅ٦ޔဂ൞ᡏ।य़ޗБ วǴزᆫᆶቹៜΚ(Poster, 2006)Ƕᑵችน(2019)ࣴޑҺՖϣǴΨࢂҔЊӧᆛ๎ଅޑᆛၡډബ٠܌ ᜢᗖӢનϐǴεҽInstagram ҔЊᏰߏ٬ҔᜢᗖӷՉऍޑຎऍགࢂቹៜ،ޑТྣ܈InstagramკႽ Ȩ।य़ȩޑཛྷ൨ᒧǹӕਔวInstagramޑځӭჲቹៜޑຠЎኧໆϷѺьԛኧޑډ१ၗૻཛྷ൨ǴԶཛྷ൨ ғԋϣૈᡣޣΕαǶน(2019)ࡰрѝाᆶࠔจ࣬ᜢ٬Ҕޑᓓᆶऍ१ޕϷȨܻ϶ຠЎȩࢂวϷᇡ҂ ਔǴдॺϩ٦ཀᜫϷᖼວཀკΨຫଯǶڙགޑԖёޣ ቹៜǴؒԖUGCޑЍрϷҬΰᖼວޑFGCჹ៝࠼زӸӧલαǴӵKumar et al. (2016)ЬाࣴزฅԶၸѐࣴ ύϟᡂޑࠔจܭቹៜǴᏤΕΑϖঁᜢޑUGCᆶFGCჹᖼວཀკزቹៜǶSchivinski and Dabrowski (2013, 2016)ࣴޑ ဂཀቹៜЈ፟ǶਥᏵЎǴޗਏૈᆶךวǴInstagramၸԾزኧǶԶRiquelme, Rios and Al-Thufery (2018)ࣴ ဂགǶӢԜǴҁޗਏૈගϲǴЪቚமᔕךԾޑᖼວࠔځၗૻ٬ٮǴUGCϷFGC֡ёૈගقԶޣ൩ࢌࠔจFBᘤំ ᖼວՉࣁǶޣਏૈǴٰቹៜךဂཀᆶԾޗဂϣջUGCᆶFGCǴҭёૈၸᔕޗᇡࣁࢌࠔจزࣴ нмр ޑਏૈࢂࡰঁΓղᘐՉҺ୍ೱՍࡕុךਏૈٰቹៜӆᖼཀᜫǴԾךUGCᆶFGCၸԾزࣴޣၸѐԖᏢ .Κղᘐ(Bandura, 1986)ǶRiquelme et alૈޑၲԋҺ୍ૈמΚǴԶࢂၮҔ೭٤ૈೌמޑᏱԖ܌ՉૈΚǴ٠όࢂԾρ ਏך٬ҔᆶԾޑቹៜǴԶวInstagramޑҬϕᐒޗکΓᐕঁޑٮҬ൞ᡏගޗډڙਏૈёૈךࡰрԾ(2018) ҬޗޑਏૈԖᡉᜢ߯ǶϦљғԋךԾޑਏૈǶԶLeung(2009)ჴUGCჹЈ፟ύךԖ҅࣬ᜢ٠ЪႣෳԾૈ Ҭ൞ᡏύϦљޗډڙSchivinski & Dabrowski, 2016)ǶMenon(2018)ว)ڀԖਏՉᎍπޑ൞ᡏёаԋࣁࠔจຝԋ ࠼(customer technology savviness)Ǵ೭ኬ៝ޑངӳמቹៜϐཥࣽޑ(ϣ(firm generated content in social mediaޑౢғ ਏૈǶӢԜǴךǴԶගϲԾޕޑΓԖҔޑמᗦ֖FGCёቚу഻ӳࣽزᖼວཀკǶԜࣴޑ࠼ගϲጕౢࠔ៝ޑ ךԾޑޕၗૻᇆǴቚу೭ঁࠔจޑёૈᙖҗUGCϷFGCޣǴдགྷाᖼວࢌࠔจࠔਔǴقԶޣ൩ ਏૈٰቹៜӆᖼཀᜫǻךటUGCϷFGCࢂցၸԾزਏૈǴԶቹៜᖼວཀᜫǶӢԜҁࣴ ကࣁԋགԾρۓဂཀޗဂཀٰቹៜӆᖼཀᜫǴBlanchard(2007)ஒᔕޗUGCϷFGCΨёૈၸᔕ (дԋౢғೱ่ǶDaugherty, Eastin and Bright (2008ځԖᘜឦགǴ٠གྷाၸϕᆶڀဂޗܭҽηǴჹޑဂޗࢂ ޗ٬ҔᆶޑဂཀǶRiquelme et al. (2018) ჴInstagramޗډڙᚶᅪ٠གךԾޑ෧ϿдॺޣܭǴUGCԖշډග ᡉҢǴа่݀زԖᘜឦགǶSicilia and Palazôn (2008)ࣴڀ໔ௗӦቹៜԋکௗޔ٬ҔΨޑဂཀ҅࣬ᜢǴInstagram ǴόقԶޣޑǶӢԜǴ൩ᖼວࢌࠔจޑဂཀࢂԿᜢख़ाޗޑബࢌࠔจܭᆛǴჹ۔วٰـཀکϣޑ ဂཀԶቹៜӆᖼཀᜫǶӢޗᇡӕགǴԶගϲᔕޑဂޗܭຑሽᆶϕ֡ԖշޣϣǴޑUGCϷFGCܭᆅჹ ဂཀٰቹៜӆᖼཀᜫǻޗటUGCϷFGCࢂցၸᔕزԜҁࣴ ՅǴفဂཀϐύϟޗਏૈᆶᔕךǴ٠Ծ܄ቹៜޑӆᖼཀᜫܭाUGCᆶFGCჹزᆕӝॊǴҁࣴ ࡌ๏ҾϷࠔจቷୖԵǶٮஒග่݀زаϷଞჹࣴ ޑҞزࣴ 1.2 ύϟޑزဂཀࣁҁࣴޗਏૈϷᔕךӆᖼཀᜫϐቹៜǶନԜϐѦǴஒԾܭဂғԋϣჹޗЬाزҁࣴ ӵΠǺޑҞزϐࣴزᐒǴҁࣴزॊࣴܭϩǶ୷ޑزᡂኧǴՉჴࣴ ᜢ߯ϐύϟਏ݀ǶޑਏૈӧUGCᆶӆᖼཀᜫ໔ךԾۓǵ ᔠ ᜢ߯ϐύϟਏ݀ǶޑਏૈӧFGCᆶӆᖼཀᜫ໔ךԾۓΒǵ ᔠ ᜢ߯ϐύϟਏ݀ǶޑဂཀӧUGCᆶӆᖼཀᜫ໔ޗᔕۓΟǵ ᔠ ᜢ߯ϐύϟਏ݀ǶޑဂཀӧFGCᆶӆᖼཀᜫ໔ޗᔕۓѤǵ ᔠ
2.Ў 2.1 ӆᖼཀᜫ (Repurchase Intention ӆᖼཀᜫǴCardozo (1965)ᇡࣁ៝࠼ჹ୍ܺ܈ౢࠔᅈཀਔǴቚуӆԛᖼວޑཀᜫ(Repurchase intention)Ъᝩ ᡍǴᜫཀӆԛᖼວӕޑݩϐࡕǴਥᏵၸѐޑيӀ៝ǶHellier et al. (2003)ࡰрӆᖼວཀᜫ൩ࢂǴ៝࠼ӧԵໆԾុ Ԗ୍ܺ܈ౢࠔޑཀკǶTsiros and Mittal (2000) ߾ᇡࣁӆᖼཀᜫࢂ៝࠼ჹࢌ໔Ҿޑ୍ܺک࣬ӕౢࠔޑ໔Ҿ ǴࣁՉࣁ୍ܺ܈ౢࠔޑᖼວ၀Ҿ܄ౢࠔǴ٠Ъԋངӳ٠ߏයख़ፄЪុޑౢғགǴӢԶӆԛᖼວӕࠔจ ཀკύޑঁᄬय़Ƕ ሡޑ࠼៝ىԖᅈ୍ܺ܈࣬ᅈཀǴ೭ཀᒏࠔډࢂ୍ܺགޣ܈ӆᖼཀᜫࢂࡰ៝࠼ᖼວౢࠔࡕǴჹԜࠔ ݩΠǴޑՉࣁځՉᎍΓ၂კׯᡂޑдࠔจځ܈ቹៜޑՉࣁ(Francken, 1983)ǶόፕӧᕉნޑǴԶԖӆԛᖼວ ᒍ(Oliver, 1999)ǶCollier and܍ޑᅿుࡋޑᖼວՉࣁ܄ౢࠔՉख़ፄ܈୍ܺޑӕࠔจޑӳୃ܌ӧ҂ٰϝჹ ཀკǵޑǵӆԛᖼວ܄ёૈޑԖஒаӛдΓᙚڀёૈӛǴᗋाޑကӆᖼཀᜫόൂѝࢂᖼວౢࠔۓ(Bienstock(2006 ӆӀ៝ཀᜫբࣁᑽໆޑࡰǶ Ƕ܄ёૈޑᖼວޑǴౢғӆԛ୍ܺ܈ౢࠔޑࠔจϷ࣬ӕޑዕ܌ԾρܭჹޣကӆᖼཀᜫࣁۓزӢԜҁࣴ (ਏૈ (Self-EfficacyךԾ 2.2 ӭӢનቹډڙՉࣁޑሦୱǶBandura (1977)ᇡࣁΓᜪޑࣽᏢаϷЈᏢޗܭനӃྍԾۺਏૈԜཷךԾ (Ьा୷ᘵǶBandura (1986ޑਏૈ(Self-Efficacy)Ǵ߾ࢂЇวΓᜪՉՉךEfficacy Belief)ΨᆀࣁԾ)ۺύਏૈߞځៜǴ нмс ਏૈх֖ঁΓךᐒѐՉࢌҹҺ୍ǶԾ܈ࢂঁΓղᘐࢂցԖૈΚޑ٬ҔղᘐૈΚǴࡰޑਏૈ߯ࡰঁΓךࡰрԾ ࢂցૈၮҔ၀ૈΚόӕǴ܈ΚǴ೭ᆶচҁ൩ᏱԖૈڋၮҔޑၗྍૈΚаϷՉࣁၸำύޑޕΚǵᇡૈޑჴᐒ ਏૈࢂ࣬ߞԾρёаӧࢌঁૈΚጄൎϣֹԋךΚၮҔำࡋǴΨ൩ࢂԾૈޑԶࢂж߄ԾߞЈำࡋቹៜӧԋ൩ნ္ ࣬ᜢҺ୍ϐՉࣁǶ Ǵ٠ЪۺߞکޕޑΚૈךݩΠǴჹࡑҺ୍ϐԾޑයज़ϣޑۓကࡰঁΓѸԋфӦှ،ӧۓਏૈךԾ ቹៜдॺԾρܭᆣϸᔈ(Bandura, 1982)ǶঁΓ୲ոΚѐՉҺ୍аठޑࢌᅿݩΠԖ࡛ኬܭيႣයԾρ (ߞЈำࡋ(Spreitzer, 1995)Ƕਥ Ᏽ Bandura (1982ޑԾρှ،ԜҺ୍ૈΚܭԋфำࡋ(Bandura & Locke, 2003)ǴΨࢂჹޑ ύزਔ໔ߏࡋǶBandura(1982)Ψӧࣴޑ୲کࢲаϷᅰӭϿΚޑॺᒧவ٣ךղᘐቹៜޑਏૈך࣮ݤǴԾޑ (ᆣǹ(3ޑǹ(2) ቹៜࢲਔ܄୲ޑᒧǴаϷჹԜҺ୍ޑΓॺჹҺ୍ۓԖаΠѤᗺфૈǺ(1)ղڀਏૈךࡰрԾ ਏૈࢂࡰࢂךᄊࡋǶᆕӝаЎǴԾޑՉࣁ߄ǹ(4) ቹៜΓॺӧय़ჹ֚ᜤਔޑԾρςಞளکᏢಞޑቹៜཥՉࣁ ਏૈቹៜঁΓךԋ٠ှ،ୢᚒǶԾֹۺπբҺ୍ਔǴঁΓࢂցԖૈΚѐय़ჹୢᚒаϷ୲ߞ܈Γӧय़ჹғࢲ٣ҹঁ ךကԾۓа Bandura(1977)ϐزำࡋǶԶҁࣴޑნਔૈ୲ֹԋډոΚำࡋǴΨૈቹៜঁΓၶޑჴሞбрՉ ਏૈҭᒿךǶԜѦǴԾۺᅿঁΓߞޑՉࣁϐૈΚ܈፟ϒҺ୍ڙѐԋф߄يҁځঁΓჹܭਏૈයఈࢂᜢ ᄌᄌಕᑈԶԋǶۺᡍᆶߞޑਏૈࢂҗঁΓၸѐԋߏךᡂϯ(Bandura, 1997)ǴԾ܌ԋߏаϷᐕԶԖޑঁᡏ Yi and Gong (2008)ࡰрǺਥᏵᄟёૈ܄ኳࠠELM(elaboration-likelihood model)ǴঁΓޑНѳགޕૈΚࡐ ਏૈᆶךቹៜ(Rodgers, Negash ȿSuk, 2005)ǶӢࣁԾޑε׳Ԗёૈ٬ҔǴӢԜᄊࡋჹՉࣁౢғΑ׳ଯǴύЈၡጕ ύѧၡጕԶቹៜӆᖼཀᜫǶPappasوਏૈਔǴךԾޑԖၨଯڀаёႣය៝࠼܌ΚஏϪ࣬ᜢ(Bandura, 1986)Ǵૈ ௗቹៜǶޔਏૈჹᖼວཀᜫԖךԾޕet al. (2014)ჴག ගрଷӵΠǺزӢԜǴҁࣴ ቹៜǶޑӆᖼཀᜫԖ҅ӛܭਏૈჹךH1ǺԾ 2.3 ᔕޗဂཀ (Sense of Virtual Community, SOVC) ဂԋаϷᑼΕიᡏǴޗдځԖᘜឦགǴ٠ᜢЈڀဂԋޗဂཀࣁȨ၀ޗကۓ(McMillan and Chavis (1986 ȩǶRheingold (1993)ࢂԐΓሡঁىᒍǵი่ӝբٰᅈ܍ԋϐ໔ૈϕ࣬ϩ٦ǵ۶ԜߞҺǴ٠ၸ๏ϒޑдځᆶ ୖޑဂǴӧᆛၡុޑኧໆىচӢǴࢂᙖҗޑаԋ܌ဂϐޗϐǴдᇡࣁᔕޣᏢزࣴޑဂޗᔕزයࣴ ᆛሞᆛၡύǴ٠ߚܭԖаΠΟᗺՅǺ(1)วғڀဂޗᆛၡǶ٠ᇡࣁᔕޑᆶǵҬࢬǵྎ೯ᆶᔼǴаวΓሞᜢ߯ ࣬ೀϐࡕǴӧᆛၡޑԋǴӧၸࢤਔ໔ޑဂޗǹ(3)ᔕۓ،ԋޑဂޗЬᚒǴҗᔕޑፕ܌(ǹ(2ޗჴ ԋޑဂޗύჴǴᔕزဂϐࣴޗMSN ᔕ زΓሞᜢ߯ǶԜѦǴBlanchard and Markus(2004)ࣴޑࡌҥଆԾρ ǵޕဂཀϩࣁϤεᄬय़ǴϩձࣁᇡޗဂཀǶӢԜஒᔕޗၸำύǴ۶ԜౢғᇡӕགǴԶౢғᔕޑӧૻ৲Ҭඤ дԋځᆶډڙдԋǴ٬ԋགځࣁԋૈᇡрϷᇡޕ٩ߕǶᇡޑᇡӕǵᜢ߯ǵЍජǵೢҺက୍ǴаϷག дԋၸགϐҬࢬǴځဂύᆶޗᇡӕǴ٠ӧךഋॊǴౢғԾךဂύϐԾޗགೱ่Ƕᇡӕࣁԋၸӧޑ໔ ጕྎ೯БԄǶЍޑΠۭدว۳۳ၸޑ٬ளԋ໔۶ԜౢғᇡӕགǶᜢ߯ࣁԋϐ໔۶Ԝว϶ፉǴ೭٤ᜢ߯ ޗǴӕਔǴΨࢂ၀ޣဂሦᏤޗЍǶೢҺက୍ࣁޑජࣁԋ໔۶ԜၸၗૻϐҬࢬǴᙖԜࡌҥΑԋ۶Ԝག ၸϕ࣬ҬࢬౢғགǴޑ٩ߕࣁԋϐ໔ޑೢҺက୍Ƕགޑε׳ޣᆶወНޣဂୖᆶޗдځਡЈǴᏱԖКޑဂύ ٩ߕᅌᅌቚуǶޑဂޗ٬ԋჹ (όӕ࣮ݤǴKoh, Kim and Kim(2003)௦ҔΑ McMillan and Chavis (1986ޚဂཀޗჹᔕޣฅԶǴΨԖ୯ѦᏢ ԃҗ 1975 ܭᄬय़ǴќѦቚуȨ؈ȩᄬय़Ǵ؈(Immersion)ଆྍঁٿȨᜢ߯ȩᆶȨቹៜΚȩޑဂཀύޗ ՉࣁǶӅΟঁᄬय़ٰᑽໆᔕޑՉࣁǵԾᜫޑ᠅ᆶܰ܄ဂᏱԖӜޗࢂᔕޑගрǴࡰ܌ޣCsikszentmihalyi Ꮲ ޗᘜឦགǶ(2)ቹៜΚǺԋቹៜޑډڙག܌ဂύޗᔕޑឦ܌ځကǴ(1)ᜢ߯ǺԋӧۓځဂཀǴϩձ၁ॊޗ ဂཀޗஒᔕزကǴҁࣴۓϐޣࢬೳǶᆕӝॊᏢޑဂύ٠҂ளਔ໔ޗдԋǶ(3)؈Ǻԋӧᔕځޑဂύ ӅӕགྷޑᘜឦགǴ۶ԜၸӚᅿБԄٰՉϕǴ٠ࡌҥଆԋϐ໔ޑډڙག܌ဂԋޗကࣁȨӧᔕᕉნύǴۓ ȩǶሡىᅈ܈ҞډǴ٠ԖૈΚёӅӕၲሡ܈ݤǵҞ & ϕ࣬ЍǴ٠ၸᇡӕᆶߞҺౢғ(Blanchardޑဂԋϐ໔ǴᙖҗЈޗဂཀࣁޗᛄᎢ(2017)ᇡࣁᔕ݅ нмт Markus, 2004)ǴԶᖼວཀᜫ߾ࢂޣѺᆉᖼວ၀ౢࠔޑᅿЈރᄊ(Miller, Galanter & Pribram, 1960)ǶཀջǴό ܈ဂౢғჴሞЍՉࣁǴޗځܭჹۈҽǴࣣࢂவЈቫय़ౢғᇡӕǴБω໒يޣࢂ܈ဂԋޗࣁޣፕࠔจЍ ჹࠔจౢғჴሞՉࣁǶ ဂཀ҅ӛቹៜޗςჴǴᔕز߈ԃٰǴTsai, Cheng and Chen (2011)Ϸ Cheng, Tsai, Cheng and Chen (2012)ࣴ ᆶᖼວཀᜫᏱԖ҅ӛቹៜ(ഋࡌЎǵֆಏᄪǵէୖܭဂཀჹޗᔕޑޣᆶᆛၡიᡏᖼວϐཀკǹણํ।٬Ҕୖ ଷӵΠǺزᯧ╻ᆶᆗǴ2015)ǶӢԜǴҁࣴ H2ǺᔕޗဂཀჹܭӆᖼཀᜫԖ҅ӛޑቹៜǶ 2.4 ҔЊғԋϣ (User Generated Content, UGC) ബ٠ϩޣ٬ҔޑΓγബǴԶࢂҗεޑϣ٠ߚҗбޑҔЊғԋϣࢂӧᆛሞᆛၡѳѠวѲ Gross, 2009)ǶҔЊғԋϣ(UGC)ǴΨ) ޣǴԶёૈΨӕਔࢂғౢޣDaugherty et al., 2008)ǴҔЊόӆѝࢂ)٦ ᆛډബ٠܌ғԋ൞ᡏ(CGM)ǴࢂࡰҗߚΓޣ܈(ғԋϣ(CGCޣᆀࣁҔЊബϣ(UCC)ǵ ޑբኳԄаϷၗૻڐᆫᆶቹៜΚ(Poster, 2006)ǴѬ҅ӧख़༟ጕҬࢬǵޑҺՖϣǴΨࢂҔЊӧᆛ๎ଅޑၡ ӚᅿԄ߄ၲǴхࡴЎӷǵᖂॣǵკႽቹТڗวǴUGCёа௦کрޑѳѠکೌמБԄǶᒿཥکԋǵኞ ဂᆛၡǵ༾റǵᆢ୷ԭࣽǵቹТϩ٦ᆛઠ(Hua & Wang, 2014)Ƕޗхࡴډဂ൞ᡏѳѠςวޗǴԶӵϞ Chevalier & Mayzlin, 2006; He et al., 2016)Ǵ)܄ۓόዴޑ൨ၗૻаफ़եౢࠔפ࠼೯தӧᖼວவጕϣύ៝ ౢࠔᡏᡍ(Algesheimer, Dholakia & Herrmann, 2005)Ǵ೭٤ޑд៝࠼ϩ٦дॺځᆶڙགکـཀځӕਔΨதၸ߄ၲ ཛྷǴޑ࣬ᜢނεຑሽ(Clemons, Gao & Hitt, 2006; Liu, 2006)Ƕ៝࠼٩ᒘUGCаՉᆶᖼޑϣёаှញࣁౢࠔ ຑፕޑӵӕ٣ᙚǵຑሽǵຑፕǵ഻ӳ(Jin, 2012; Nadeem et al., 2015)Ƕၸ೭٤ѳѠǴҔЊёаቪΠ٬Ҕౢࠔٯ ࣬ᜢၗૻǴаϷٗ٤ࠔจёૈӢࣁቶႣᆉԖޑдҔЊԖᜢౢࠔځٮǴдॺගޣٮǴբࣁ৲ගޣѐቹៜወӧ дځᡍǴаᔅշکᢀᗺޑ၈ჴຑǵϩ٦ঁΓޑલᗺکၗૻǶUGCதхࡴჹౢࠔᓬᗺޑှញ܈ज़ԶคݤమཱගϷ дځᙚǴѐᔅշޑаϷёߞޑǴ٠ၸёှفຎޣҔЊࢂ٬Ҕޑ፦ໆǴԜѦǴኗቪຑፕޑղᘐౢࠔޣ բрᖼວ،(Lee, Park & Han, 2008)Ƕޣ ჴࢂወځޣǴՠ೭٤٬ҔޣΓࢂЬബޑٯǴѝԖࡐλКޣᢀ࣮ޑѝࢂޣ٬ҔޑᗨฅεϩѳѠ ೯தځᅿαǴޑޣౢࠔຑፕࢂٰԾޑғԋޣVan Dijck, 2009)ǶWang and Chien (2012)߄Ң٬Ҕ)ޣޑӧ ჴᡍϩ٦ǴޑޣғԋϣǴӢࣁѬॺࢂޣǴΓॺ࣬ߞ٬Ҕـཀޑჹౢࠔکх֖ౢࠔૻ৲аϷঁΓ٬Ҕᡏᡍ ғԋϣ೯தхޣय़ૻ৲Ǵ٬Ҕ҅ޑΑౢࠔ៛ܖёߞࡋǴӢࣁቶѝޑ৲ቶǹΓॺਔதᚶᅪቶૻޑԶόࢂϦљ ޑΓࣁߚӜΓقғԋϣǴӧж܈ғԋϣКଆቶޣ٬Ҕޑय़ຑሽǶӢԜ೭ᜪࠠॄکय़ຑሽ҅ޑౢࠔ֖ ҞӀWang, Sun & Peng (2013)Ƕޑޣ֎Їወӧૈ׳ܰౢғёߞࡋ(Kamins, 1990)ǴΨޣݩΠǴ ਏૈǴ٠ཀךԾޑᡏᡍǴӢԶࡌᄬдॺޑᐒکૈמᕇள໒วޣRiquelme et al. (2018)ࡰрInstagramϢୖᆶ ޗډڙਏૈёаךᎦΑᅿඓඝགǶӢԜԾ܄วЎǴζޑҞ;ၸдॺޑдॺёаၸ೭ঁ൞ϟჴԖሽॶډ ٬ҔޑቹៜǴձࢂInstagramǶӢԜǴRiquelme et al. (2018)วInstagramޑҬϕᐒޗکΓᐕঁޑٮҬ൞ᡏග ΨวزਏૈԖᡉᜢ߯ǴࣴךਏૈǶLeung (2009)ჴUGCჹЈ፟ύϐԾךਏૈԖ҅࣬ᜢ٠ЪႣෳԾךᆶԾ ૈޕགکਏૈךдॺ偠ϒΑଯԾډཇӭǴдॺ൩ຫૈཀޑىrecognition needs)ᅈ)ሡޕᇡޣᆛၡ٬Ҕ ΚǶ ཀ(Bruhn, Schoenmuellerޣຑፕёૈቹៜکᢀ࣮ޑҬ൞ᡏᆛઠх֖ҔЊғԋޗCham et al. (2016)วǺ ᗦ֖UGCёૈز࣮ݤ(Gensler et al., 2013)ǶॊࣴޑдॺჹԜࠔจຝک(Schäfer, 2012; De Bruyn & Lilien, 2008 & ਏךԾܭਏૈǴΨҗךղᘐΚǴԶቹៜԾޑჹࢌࠔจޣගϲܭᢀགǴԶ೭٤ᢀགԖշޑჹࠔจޣቹៜ ଷӵΠǺزӆᖼཀᜫமϯǶӢԜҁࣴޑჹࢌࠔจޣගϲǴૈ ቹៜǶޑਏૈԖ҅ӛךԾܭH3ǺUGCჹ ቹៜǶޑӆᖼཀᜫԖ҅ӛܭਏૈჹךH3aǺUGCၸԾ ϣᆶᆣᡣޑဂਔૈஒགྷ߄ၲޗቹៜǴӧ٬ҔޑᖏགޗဂύޗډڙวǺ᎙᠋่݀زᎄཥᑉ(2018)ࣴ ԖᡉቹៜǴԶڀဂཀࣣޗဂཀǶቅ㗄(2015)วǺΓሞ֎ЇΚჹᔕޗԋΑှǴӢԶ٬ԋౢғᔕ ннй ഢֹӄڀဂୖᆶՉࣁϐ໔ǴޗکဂཀӧයఈճǴΓሞ֎ЇΚޗԖᡉቹៜǹᔕڀဂୖᆶՉࣁޗဂཀჹޗᔕ ဂሽॶޗဂӛϷޗᖏགǵΓሞ֎ЇΚǵঁΓޗӢનǴόᆅࢂޑဂཀޗᗦ֖Ǻቹៜᔕزύϟਏ݀Ƕॊࣴ ᇡࣁزᐒǴӢԜҁࣴ܈ሡޑॊىғԋϣёаᅈޑޣ٬ҔܭᆶᐒԖᜢǴҗሡޑޣǴ೭٤Ӣનၟ٬Ҕ ဂཀஒౢғ҅ӛቹៜǶޗғԋϣჹᔕޣ٬Ҕ ܭཀǴԜཀٰԾޑဂޗബமਗ਼ϩ٦ܭǺՉᎍΓᔈݙډChristodoulides, Jevons,and Bonhomme (2012)ග ϐ໔ޣکဂཀǴߦόࢂࠔจޗޑUGCǶԜѦǴՉᎍΓᔈ၀ࡌҥൎᙅдॺࠔจޑᏱៈࠔจ܌ᇡӕޣ (ٛᑇфૈ(ego-defensive functionךǺԾډᜢ߯ǶDaugherty et al. (2008)ගޑдॺԾρϐ໔ޣࢂǴޑᜢ߯Ǵՠख़ाޑ ډڙᚶᅪ٠གךԾޑ෧ϿдॺޣܭബࡌUGCԖշ܌Ѧ࠶ુǴӧ೭ᅿཀကکϣόӼӄགڙёߥៈԾρխ ໔ௗӦቹៜԋکௗޔ٬ҔΨޑဂཀ҅࣬ᜢǴInstagramޗ٬ҔᆶޑဂཀǶRiquelme et al. (2018) ჴInstagramޗ ᇡࣁ൩ගزǴҁࣴزॊࣴܭဂཀǶ୷ޗૻ৲҅ӛቹៜᔕޑဂޗԖᘜឦགǶTonteri et al.(2011)ว᎙᠐ڀ ဂӅᆶᏉᆫǴޗޑεৎჹࢌࠔจܭᐟᕏϷΑှԖշޑғԋϣޣޑǴၸҔЊ۶Ԝϐ໔قဂཀԶޗϲᔕ ࡌҥଷӵΠǺزᘜឦགǴ೭ᅿᘜឦགၸӆᖼཀᜫமϯǶӢԜҁࣴޑဂཀޗϐǴUGCԖշගϲᔕقඤ H4ǺUGCჹܭᔕޗဂཀԖ҅ӛޑቹៜǶ H4aǺUGCၸᔕޗဂཀჹܭӆᖼཀᜫԖ҅ӛޑቹៜǶ 2.3 Ҿғԋϣ (Firm Generated Content, FGC) ;ௗӅ٦Ǵ၀ၸำᆀࣁȹFGCȹ(Daiya & Roy, 2016ޔဂ൞ᡏ।य़ޗБ۔ځၗૻҬࢬǴၸޑҗϦљബҺՖԄ Ӝࡋ(Akar & Topçu, 2011)Ƕ೭ঁޕᆛҢౢࠔǴ٠යఈගϲࠔจܭKumar et al., 2016; Laroche et al., 2013)ǶFGCҔ ޑ໔ޣࢂ܈໔ޣཥځྎ೯ᆅၰǴᗋёૈౢғࠔจᆶޑԄѺ໒ࠔจᆶཥᑫѱϐ໔ޑࢂаཥ࠼ЊޑၸำҞ ჹ၉Ьᚒ(Ceballos, Crespo & Coustê, 2016; Gensler et al., 2013)ǶԶFGCᆶUGC໔ޑόӕࣁǴόᆅࢂࠔจж܈Չ ྎ೯БԄǴӢԜຬрΑޑௗҗҔЊബޔྎ೯БԄǴ(Bruhn et al., 2012)ǹԶUGCࢂޑΠڋᎍΓǴFGCࢂࠔจ ᆅၰԶޑၗૻڗၸቚуᕇޣکǴߦ٬Ҿೌמጄൎ(Schivinski & Dabrowski, 2016)Ƕ߈ԃٰڋޑࠔจ ;ྎ೯ғᄊϷၸำ(Gensler et al., 2013ޑ໔ޣӭΚ(Osei-Frimpong et al., 2016)ǴӕਔΨׯᡂΑҾᆶ׳፟ϒ Hudson et al., 2016; Labrecque, 2014)ǶKumar et al. (2016)ᇡࣁFGCёၸޗဂ൞ᡏϕᔅշҾᆶ៝࠼ࡌҥჹ ޑᜢ߯ǴӢԜǴၸᆶޣޑޔௗϕගଯϦљߞ៉ϷߞҺ(Lee, Hwang & Lee, 2006)Ƕ ࠼ቹៜϦљጕౢ៝ޑ࠼Ǵ೭ኬ៝ޑངӳמቹៜϐཥࣽޑϣޑҬ൞ᡏύϦљౢғޗډڙMenon (2018)ว ਏૈǶךǴԶගϲԾޕޑΓԖҔޑמᗦ֖FGCёቚу഻ӳࣽزᖼວཀკǶԜࣴޑࠔ Schivinski and Dabrowski , 2016)ǶBashir, Ayub,and)ڀԖਏՉᎍπޑҬ൞ᡏёаԋࣁࠔจຝԋޗޑϦљғԋ ޗΨวϦљౢғΑزՉࣁ(Kumar et al., 2016)ǶၸѐࣴکϣΨᡉቹៜ៝࠼ᄊࡋޑJalees (2017)ჴϦљബ ,ࠔ፦Ԗ҅ӛቹៜ(Schivinski and DabrowskiޕӜࡋ/ᖄགྷǵࠔจ۸၈ࡋǵགޕҬ൞ᡏኞჹࠔจၗౢǵࠔจᄊࡋǵࠔจ ᖼວޑჹࠔจޣගϲܭΑှǴ೭٤Ԗշک࣮ݤޑჹࠔจޣᗦ֖FGCׯᡂϷቹៜزǶॊࣴ(2013.2016 ࡌҥଷӵΠǺزᖼວཀᜫǶӢԜǴҁࣴډਏૈǴԶቹៜךǴջቚуԾޕΚᇡૈ ቹៜǶޑਏૈԖ҅ӛךԾܭH5ǺFGCჹ ቹៜǶޑӆᖼཀᜫԖ҅ӛܭਏૈჹךH5aǺFGCၸԾ ಷܵᓉ(2019)วǺঁΓޗဂӛჹܭᔕޗဂཀϐᇡӕԖ҅ӛᡉቹៜǹޗဂሽॶჹܭᔕޗဂཀԖ ဂӛϷයఈճǴ೭٤ӢޗဂሽॶǵঁΓޗဂཀϐӢનǴόᆅࢂޗᗦ֖ቹៜᔕزϩ҅ӛᡉቹៜǶॊࣴ ᇡࣁFGCჹزᐒǴӢԜҁࣴ܈ሡޑॊىғԋϣёаᅈޑҾܭᆶᐒԖᜢǴΨҗሡޑޣનၟ٬Ҕ ᔕޗဂཀౢғቹៜǶ ΑٮΓॺගޑဂ׆ఈᕇளࠔจճޗဂࣁٗ٤ၸӧጕޗᔕޑวǺёαёزSicilia and Palazôn (2008)ࣴ ӛ(connecting the brand site and the social aptitude of community)ǴୖᆶޗဂޗکፐำǶೱ่ࠔจᆛઠޑӭԖҔ ബࢌࠔܭᆛǴჹ۔วٰـཀکϣޑᡉҢǴаزࣴٯMcWilliam, 2000)Ƕ၀ਢ)ڀՉᎍπޑஒёаബཥޣ ᗦ֖زဂཀǶॊࣴޗૻ৲҅ӛቹៜᔕޑဂޗǶTonteri et al. (2011)ว᎙᠐ޑဂཀࢂԿᜢख़ाޗޑจ ࡌҥଷӵΠǺزᖼວཀᜫǶӢԜǴҁࣴډဂཀϐԋǴԶቹៜޗᔕޑჹࢌࠔจޣFGCߦ ннк H6ǺFGCჹܭᔕޗဂཀԖ҅ӛޑቹៜǶ H6aǺFGCၸᔕޗဂཀჹܭӆᖼཀᜫԖ҅ӛޑቹៜǶ
Бݤزࣴ.3 ࢎᄬزࣴ 3.1 ӆᖼཀᜫࢂցܭԾᡂኧჹޣٿΑှUGCϷFGCܭӧޑҞځӆᖼཀᜫϐቹៜǴܭЬाUGCϷFGCჹزҁࣴ ύϟᡂኧǶޑӆᖼཀᜫϐቹៜܭဂཀբࣁUGCϷFGCჹޗᔕکਏૈךԖӸӧᡉਏ݀Ǵ٠ஒԾ ҢǺ܌ࢎᄬკǴӵკ3-1زࣴ
ࢎᄬკزკ3-1 ࣴ ကᆶᑽໆۓ܄ᡂϐᏹբزࣴ 3.2 ޑဂཀǵUGCϷFGCǴаΠஒ၁ಒᇥܴӚঁᡂኧวޗਏૈǵᔕךᡂኧх֖ǺӆᖼཀᜫǵԾޑزҁጇࣴ ကϷᑽໆǶۓ܄ᏹբ ǵӆᖼཀᜫ ӛ(Hellier etޑ୍ܺ/வӕৎϦљϸᙟᖼວౢࠔۓ،ᕉნΠǴکރޑд/ӴډӆᖼཀᜫࢂࡰঁΓӕਔԵቾ ځᑽໆӆᖼཀᜫǴزගрϐࣴ܌(ᑽໆୢୖԵHellier et al. (2003)ǵՖ੍ᇬ(2017)аϷጰҲන(2019زal., 2003)Ƕҁࣴ ᑽໆᚒӵ߄3-1܌ҢǴӅी5ᚒǶ ߄ 3- 1! ӆᖼཀᜫϐᑽໆᚒ ᡂኧ ᑽໆୢ ౢࠔǶޑᜫཀӆԛᖼວࢌࠔจך.1 ᙚৎΓܻ϶ᖼວǶךǴाޑךౢࠔ಄ӝޑٮග܌ࢌࠔจ.2 ቹៜԶᙯඤǶڙΨόךдࠔจځӆᖼཀᜫ 3.ձΓᙚ ಃᒧǶޑᖼວਔךౢࠔࢂޑࢌࠔจ.4 ϝཀᖼວǶךሽගଯΑǴޑջ٬ࢌࠔจ.5 ਏૈךΒǵԾ ΚǴԶࢂ೭ঁΓૈೌמޑᏱԖ܌ՉૈΚǴமፓ٠ߚঁΓޑਏૈࢂࡰঁΓղᘐՉҺ୍ೱՍࡕុךԾ ךᑽໆԾزගрϐࣴ܌ (ԵSingh and Srivastava (2018ୖزΚղᘐ(Bandura, 1986)ǶҁࣴૈޑၲԋҺ୍ૈמၮҔ೭٤ ᑽໆୢǴӅी3ᚒǴӵ߄3-2ǶޑЬᚒՉঅׯԶԋаΠزਏૈǴӆଞჹҁࣴ ਏૈϐᑽໆᚒך߄ 3- 2! Ծ ᡂኧ ᑽໆୢ ᆛઠǶނࢌࠔจᖼډפဂၸೱ่ޗԖૈΚӧךளך.1 ૻ৲ǶޑࢌࠔจౢࠔܭԖᜢפဂ൨ޗࡐᇸԾӧӦӧך.ਏૈ 2ךԾ ဂૻ৲ٰᖼວࢌࠔจࠔǶޗԖૈΚճҔךளך.3 Οǵᔕޗဂཀ дԋౢғೱ่ځԖᘜឦགǴ٠གྷाၸϕᆶڀဂޗܭҽηǴჹޑဂޗဂཀࣁԋགԾρࢂޗᔕ
ннл ЬᚒՉঅׯԶԋزဂཀǴӆଞჹҁࣴޗᑽໆزගрϐࣴ܌(ԵRiquelme et al. (2018ୖزBlanchard, 2007)Ƕҁࣴ) аΠޑᑽໆୢǴӅी6ᚒǴӵ߄3-3Ƕ ߄ 3- 3! ᔕޗဂཀϐᑽໆᚒ ᡂኧ ᑽໆୢ ӣᙟǶޑޣ᠐ډဂύวթკТǴ٠׆ఈளޗ೯தӧࢌࠔจך.1 ဂᆶдΓϕǶޗ೯தၸࢌࠔจך.2 ဂཀǶޗౢғךဂύวЎᡣޗӧࢌࠔจ.3 ᔕޗဂཀ дΓߥᖄᛠǶځёаᆶךа܌ဂύวЎǴޗӧࢌࠔจךӢࣁ.4 ԏᕇࡐӭǶךдΓϕਔǴځဂᆶޗၸࢌࠔจ.5 ࣮ݤǶޑՉࣁکᢀᗺޑךჹޣᢀ࣮ޑဂޗӧཀࢌࠔจך.6 ѤǵҔЊғԋϣ ᆫᆶቹៜΚ(Poster, 2006)ǶҁࣴޑҺՖϣǴΨࢂҔЊӧᆛ๎ଅޑᆛၡډബ٠܌UGCࣁߚΓ ޑԵҗTsiros, Mittal, & Ross (2004)ǵMägi (2003)ǵSchivinski and Dabrowski (2013) аϷጰҲන(2019)ҔЊബୖز ҢǴӅ܌ᑽໆᚒӵ߄3-4ځUGCᑽໆϐໆ߄Ǵޑගр܌ဂ൞ᡏྎ೯(User-generated social media communication)Ǵޗ ी4ᚒǶ ߄ 3- 4! UGCϐᑽໆᚒ ᡂኧ ᑽໆୢ ᅈཀǶډࢌࠔจϐϣགܭဂᆛઠౢғᜢޗдҔЊӧځჹך.1 ႣයǶޑךډНྗၲޑࢌࠔจϣܭဂᆛઠౢғᜢޗдҔЊӧځ.2 ҔЊғԋϣ Ԗ֎ЇΚǶڀࢌࠔจϐϣ࣬ܭဂᆛઠౢғᜢޗдҔЊӧځ.3 ࢌࠔจϐϣև࣬ӳǶܭဂᆛઠౢғᜢޗдҔЊӧځдࠔจ࣬КǴځᆶ.4 ϖǵҾғԋϣ Daiya & Roy, 2016; Kumar)ௗӅ٦ޔဂ൞ᡏ।य़ޗБ۔ځၗૻҬࢬǴၸޑကࣁҗϦљബҺՖԄۓFGC ԵTsiros et al. (2004)ǵMägi (2003)ǵSchivinski and Dabrowski (2013)аϷୖزet al., 2016; Laroche et al., 2013)Ƕҁࣴ ᑽໆᚒځගрᑽໆFGCϐໆ߄Ǵ܌ဂ൞ᡏྎ೯(Firm-created social media communication)ǴޗޑጰҲන(2019)Ҿബ ӵ߄3-5܌ҢǴӅी4ᚒǶ ߄ 3- 5! FGCϐᑽໆᚒ ᡂኧ ᑽໆୢ ᅈཀǶډဂᆛઠኞགޗޑჹࢌࠔจך.1 ႣයǶޑךډНྗၲޑဂᆛઠኞޗޑࢌࠔจ.2 Ҿғԋϣ Ԗ֎ЇΚǶڀဂᆛઠኞ࣬ޗޑࢌࠔจ.3 ဂᆛઠኞՉள࣬ӳǶޗޑдϦљ࣬КǴࢌࠔจځᆶ.4
ीڔୢ 3.3 ޑFacebookણํ।ࡪᢌޑෳჹຝࣁଓᙫࢌࠔจϤঁДаڙीЬाϩԋΟঁҽǴಃҽᇥܴڔୢ ᑽໆǹಃΟҽࣁޑଞჹԖࡪᢌЪനதᘤំϐࢌࠔจFacebookણํ।ӣเୢᚒǶಃΒҽࣁӚᡂኧޣෳڙǴ٠ፎޣ ीϩǶޑаLikert Ύᗺໆ߄ٰໆෳӚᡂኧزΓαीᡂኧǶҁࣴ Бݤزࣴ 3.4 ϐჹຝزࣴ 3.4.1 ǶޣޑFacebookણํ।ࡪᢌޑϐჴჹຝࣁଓᙫࢌࠔจϤঁДаزҁࣴ
ннм ෳڔୢ 3.4.2 ǶࣁΑᗉխᚒϣԖϐሡزЎӷౣբঅႬа಄ӝҁࣴܭǴ٠ޣୢΏԾӭՏᏢڔ٬Ҕϐୢزҁࣴ ϣᔠෳǴӅڔБԄჴሞჹୢޑෳڔཀࡘԶౢғᇤเǴӢԜ௦Չୢޑᇤှట߄ၲޣೖڙݩǴᏤठޑᇟཀόమ Չᇟཀঅ҅ǴаගଯਏࡋǶـཀޑӣᙟ܌Ǵ٠٩Ᏽڔҽୢ 5 ܫว ኬБݤϷኬҁኧܜ 3.4.3 നಖӣԏԖز༤เǶҁࣴޣෳڙ๏ٰܫวڔᆛၡୢکǴջၸરҁܫวڔБԄٰՉୢޑኬܜаߡճزҁࣴ ࣁ260ҽǶڔਏୢ ϩᆶ่݀زࣴ.4 4.1 ௶ॊ܄ीϩ ӧޣزϩթ่݀Ǵբࣁࡕុࣴޑኬҁύ୷ҁङඳၗزԭϩКԛኧϩଛٰᡉҢҁࣴޑी܄ԜЬाа௶ॊ Ǵقǹ൩ԃសԶ(%39.2)܄تܭКଯޑ՞܌(%60.8)܄ǴζقձԶ܄ύǴаڔङඳᡂϐୖԵǶӧ 260 ҽԖਏୢ Ǵقനӭ(56.2%)ǹ൩ѳ֡ДԏΕԶٯ՞К܌Ꮲᐕ߾аࣽ/εᏢޣೖڙǴقനӭ(54.2%)ǹа௲ػำࡋԶྃ 30~21 ࢂ1-3(֖)ԃ(45.0%)ǴԛाޑኬҁᡉҢДԏΕ 20,001~ 40,000 ϡࣁനӭ(40.0%)ǹᆶࠔจϕਔ໔നӭޑኬܜزҁࣴ ߾ࢂ3-5(֖)ԃ(20.8%)Ƕ 4.2 ߞࡋᆶਏࡋϩ ࣮ёٰ܄ำࡋǶவ߄ 4-3~ 4-7ϐϣठڙ0.35ɦαɦ0.7 ࣁёௗ ܭHair et al. (1998)ᇡࣁ αɧ0.7 ࣁଯߞࡋǹϟ วǴҾғԋϣᡂኧޑᕴ α ߯ኧࣁ 0.92ǹҔЊғԋϣᡂኧޑᕴ α ߯ኧࣁ 0.91ǹᔕޗဂཀᡂኧޑᕴ α ࣬܄ᕴ α ߯ኧࣁ 0.86Ƕࡺҁໆ߄ϐϣठޑᕴ α ߯ኧࣁ 0.80ǹӆᖼཀᜫᡂኧޑਏૈᡂኧך߯ኧࣁ 0.95ǹԾ 0.5Ƕ ܭҞᕴ࣬ᜢȩࣣεޑؼӳǴЪӚᚒϐȨঅ҅ ߄ 4- 3! Ҿғԋϣϐߞࡋϩ߄
অ҅ޑ Ҟմନਔޑ ᚒ ѳ֡ኧ ྗৡ Ҟᕴ࣬ᜢ Cronbach's Alphaॶ ᅈཀǶ 0.80 0.90 5.53 0.98ډဂᆛઠኞགޗޑჹࢌࠔจך ႣޑךډНྗၲޑဂᆛઠኞޗޑࢌࠔจ 0.83 0.89 5.53 1.10 යǶ Ԗ֎ЇΚǶ 0.84 0.88 5.60 1.09ڀဂᆛઠኞ࣬ޗޑࢌࠔจ ဂᆛઠኞޗޑдϦљ࣬КǴࢌࠔจځᆶ 0.78 0.90 5.53 1.12 Չள࣬ӳǶ Ҿғԋϣϐߞࡋ߯ኧαɨ0.92
߄ 4- 4! ҔЊғԋϣϐߞࡋϩ߄
অ҅ޑ Ҟմନਔޑ ᚒ ѳ֡ኧ ྗৡ Ҟᕴ࣬ᜢ Cronbach's Alphaॶ ࢌࠔจܭဂᆛઠౢғᜢޗдҔЊӧځჹך 0.82 0.89 5.44 1.05 ᅈཀǶډϐϣག ࢌࠔจϣܭဂᆛઠౢғᜢޗдҔЊӧځ 0.82 0.88 5.32 1.11 ႣයǶޑךډНྗၲޑ ࢌࠔจϐϣܭဂᆛઠౢғᜢޗдҔЊӧځ 0.84 0.88 5.38 1.15 Ԗ֎ЇΚǶڀ࣬ ဂᆛઠౢޗдҔЊӧځдࠔจ࣬КǴځᆶ 0.75 0.91 5.29 1.17 ғᜢܭࢌࠔจϐϣև࣬ӳǶ ҔЊғԋϣϐߞࡋ߯ኧαɨ0.91
ннн ߄ 4- 5! ᔕޗဂཀϐߞࡋϩ߄
অ҅ޑ Ҟմନਔޑ ᚒ ѳ֡ኧ ྗৡ Ҟᕴ࣬ᜢ Cronbach's Alphaॶ ဂύวթკТǴ٠׆ఈளޗ೯தӧࢌࠔจך 0.78 0.95 4.41 1.86 ӣᙟǶޑޣ᠐ډ ဂᆶдΓϕǶ 0.87 0.94 4.15 1.95ޗ೯தၸࢌࠔจך ဂཀǶ 0.87 0.94 4.50 1.73ޗౢғךဂύวЎᡣޗӧࢌࠔจ ёаᆶךа܌ဂύวЎǴޗӧࢌࠔจךӢࣁ 0.91 0.93 4.28 1.89 дΓߥᖄᛠǶځ ԏᕇࡐךдΓϕਔǴځဂᆶޗၸࢌࠔจ 0.84 0.94 4.46 1.79 ӭǶ Չکᢀᗺޑךჹޣᢀ࣮ޑဂޗӧཀࢌࠔจך 0.81 0.95 4.31 1.84 ࣮ݤǶޑࣁ ᔕޗဂཀϐߞࡋ߯ኧαɨ0.95
ਏૈϐߞࡋϩ߄ך߄ 4-6! Ծ
অ҅ޑ Ҟմନਔޑ ᚒ ѳ֡ኧ ྗৡ Ҟᕴ࣬ᜢ Cronbach's Alphaॶ ԖૈΚᖼວࢌࠔจࠔǶ 0.60 0.76 5.73 1.06ךளך ࢌࠔډפဂၸೱ่ޗԖૈΚӧךளך 0.68 0.69 5.66 1.13 จᖼނᆛઠǶ ࢌࠔจౢܭԖᜢפဂ൨ޗࡐᇸԾӧӦӧך 0.65 0.72 5.71 1.02 ࠔޑૻ৲Ƕ ਏૈϐߞࡋ߯ኧαɨ0.80ךԾ
߄ 4- 7! ӆᖼཀᜫϐߞࡋϩ߄
অ҅ޑ Ҟմନਔޑ ᚒ ѳ֡ኧ ྗৡ Ҟᕴ࣬ᜢ Cronbach's Alphaॶ ౢࠔǶ 0.61 0.84 5.78 1.05ޑᜫཀӆԛᖼວࢌࠔจך ךǴाޑךౢࠔ಄ӝޑٮග܌ࢌࠔจ 0.70 0.82 5.57 1.14 ᙚৎΓܻ϶ᖼວǶ ቹៜԶᙯඤǶ 0.65 0.83 4.93 1.28ڙΨόךдࠔจځձΓᙚ ಃᒧǶ 0.74 0.81 5.31 1.18ޑᖼວਔךౢࠔࢂޑࢌࠔจ ϝཀᖼວǶ 0.68 0.83 4.73 1.50ךሽගଯΑǴޑջ٬ࢌࠔจ ӆᖼཀᜫϐߞࡋ߯ኧαɨ0.86
߄ 4- 8! Ӛᡂኧໆ߄ϐϣठ܄߯ኧ
ᡂኧӜᆀ Cronbach's α ॶ ᚒኧ
Ҿғԋϣ 0.92 4 ҔЊғԋϣ 0.91 4 ᔕޗဂཀ 0.95 6 ਏૈ 0.80 3ךԾ ӆᖼཀᜫ 0.86 5
нно Ⴃෳϐࠔ܌ճҔ၀ෳᡍႣෳϐЈ፦ำࡋǴջෳᡍϩኧᆶෳໆޣزࣴډਏࡋ(Validity)ࢂࡰҽෳᡍૈෳໆ ᑽໆኳࠠۺӢનϩ(CFA)ٰՉӚᄬ܄аᡍزਏࡋҽǴҁࣴۺǶӧᑽໆᄬ܄ዴ҅ޑำࡋΞᆀෳᡍ܄ठޑ፦ Ԗձਏࡋ(Discriminant validity)ᆶԏᔙਏࡋ(Convergent validity)ǶCFAϐᡏࡰхڀࢂցځǴᔠᡍۓӝࡋᔠޑ 548.307Ǵ df=199Ǵ͞^2jdf=2.755Ǵ GFI=0.842ǴAGFI=0.800ǴRMR=0.107ǴCFI=0.927Ǵॊࡰ֡ၲྗ=2^֖͞ (Cole, 1987ǹBansal & Voyer, 2000ǹHair et al., 2006)Ƕ БԄԖΒǴϩձࣁӚᡂኧϐᑽໆޑǶෳໆϩԏᔙਏࡋۺձᄬঁܭᚒࢂցԏᔙۓࢂࣁΑᔠޑԏᔙਏࡋҞ 0.50ǴਥᏵFornell and Larcker (1981) ࡌಔܭᡂ౦ໆ(AVE)ाεڗѳ֡܈0.50ܭӢનॄໆ ͓ ॶሡεځᚒǴ ϐ࣬ᜢ߯ۺдᄬځᆶځܭձਏࡋϐෳໆЬाࢂAV E ໒ਥဦࡕϐኧॶεޑۺᄬঁ0.60ǶՉܭӝߞࡋ(CR)ाε 0.8Ǵֹࣣӄ಄ӝܭ܈ܭࣣ಄ӝॊྗǴӢԜձਏࡋ٫Ƕಔӝߞࡋ(CR)ॶࣣεۺᄬঁޕኧǴவ߄ 4-9 ёள ڀ0.5ǴܭࣣεۺྗǶ߄ 4-9 ᡉҢǴӚᄬय़ࡰӢનॄໆ(͓)ࣣࣁᡉЪࣣӧ0.5аǹӧ AVE ॶБय़ǴӚᄬ ԏᔙਏࡋǶ ߄ 4- 9! ߞਏࡋϩໆ߄ C.R. Composite √ ᚒ ဦ Ӣનॄໆ( λ ) AVE ۺ !ᄬ ( = t ) Reliability ɡ 0.92 0.74 0.86 Ҿ FGC1 0.84 ғ ԋ FGC2 0.88 17.96* ϣ FGC3 0.89 18.31* FGC4 0.83 16.52* ɡ 0.92 0.73 0.86 Ҕ Њ UGC1 0.87 ғ ԋ UGC2 0.88 19.56* ϣ UGC3 0.88 19.51* UGC4 0.79 15.88* ɡ 0.95 0.76 0.87 SOVC1 0.79 ᔕ SOVC2 0.90 17.22* ޗ ဂ SOVC3 0.90 17.29* ཀ SOVC4 0.94 18.47* SOVC5 0.88 16.64* SOVC6 0.83 15.32* ɡ 0.80 0.57 0.75 Ծ SE1 0.73 ך ਏ ૈ SE2 0.75 10.72* SE3 0.78 11.02* ɡ 0.86 0.55 0.74 RP1 0.76 ӆ ᖼ RP2 0.76 12.35* ཀ ᜫ RP3 0.68 10.93* RP4 0.79 12.84* RP5 0.73 11.68* ຏǺ*ࣁp < 0.05
ннп 4.3 ࣬ᜢϩ ᜢ߯மࡋǶޑᡂ໔ٿۓᜢᖄǴ٠٬Ҕ Pearson ࣬ᜢϩݤᔠޑᡍԜϖঁᡂኧ໔۶ԜܭӧޑԜЬाҞ ǴӚᡂኧϐ࣬ᜢ߯ኧ֡ޕҢǴவ߄ 4-10 ύёள܌ ӵΠ߄ 4-10่݀ځՉ࣬ᜢϩǴۺஒଞჹӚᡂϐᄬزҁࣴ ၲᡉ҅ӛ࣬ᜢǶ ߄4- 10! Ӛᡂኧϐ࣬ᜢϩ߄
(1) (2) (3) (4) (5) (1) Ҿғԋϣ 0.86 (2) ҔЊғԋϣ 0.80** 0.86 (3) ᔕޗဂཀ 0.51** 0.55** 0.87 ਏૈ 0.50** 0.42** 0.29** 0.75ךԾ (4) (5) ӆᖼཀᜫ 0.66** 0.60** 0.60** 0.61** 0.74 ຏ1Ǻ**. p< 0.01 ጕኧॶж߄ AVE ໒ਥဦǶفຏ2Ǻჹ 4.4 ৡ౦܄ϩ ளǵᆶࠔจϕਔ໔)ǴҾғԋϣǵ܌Дձǵԃសǵ௲ػำࡋǵঁΓ܄)Γαीᡂޑҁஒόӕ independent)ۓаᐱҥኬҁ t ᔠزǶҁࣴ܄ৡ౦ޑਏૈϷӆᖼཀᜫϖঁᡂኧךဂཀǵԾޗҔЊғԋϣǵᔕ Ƕۓsample t test)ϷൂӢηᡂ౦ኧϩ(one-way ANOVA)Չᔠ 4.4.1 όӕ܄ձჹӚᡂኧϐৡ౦܄ϩ ਏૈϷӆᖼཀᜫࣣคৡךҾғԋϣǵҔЊғԋϣǵԾܭձჹ܄ࡕวǴόӕۓၸᐱҥኬҁ t ᔠزҁࣴ ڙғϐتဂཀԖᡉৡ౦Ǵޗᔕܭձჹ܄ৡ౦(p<0.05)Ǵόӕ܄ဂཀၲᡉޗ౦ǴӢԜόӈр߄ǶԶᔕ ࣁ҅य़Ƕ׳ຑሽځǴޣೖڙζғϐܭ࣬ၨޣೖ ߄4- 11! όӕ܄ձჹӚᡂኧϐৡ౦ϩ߄ ѳ֡ॶ Ҟ tॶ ܄ζ ܄ت
ᔕޗဂཀ 4.78 4.07 3.534* ຏ: pॶɦ 0.05* 4.4.2 όӕԃសჹӚᡂኧϐৡ౦܄ϩ ԃសޑৡ౦܄ϩ௦ൂӢηᡂ౦ኧϩǴаΑှϖঁᡂኧࢂցӸӧৡ౦Ƕҗ߄ 4-12 ёޕǴᔕޗဂཀϷӆ ᖼཀᜫޑ p ॶࣣλܭ 0.05 ၲᡉНྗǴջόӕޑԃសჹܭᔕޗဂཀϷӆᖼཀᜫԖᡉৡ౦Ƕ ޣೖڙޑԃស21~30ྃܭ࣬ၨޣೖڙޑǴԃស31~40ྃقဂཀԶޗа Scheffe ݤՉ٣ࡕКၨёวǴჹᔕ у҅य़Ƕ׳ຑሽޣೖڙޑԃស20ྃ(֖)аΠܭ࣬ၨޣೖڙޑǴԃស31~40ྃقࣁ҅य़ǶჹӆᖼཀᜫԶ׳ຑሽ ߄ 4- 12! όӕԃសჹӚᡂኧϐৡ౦ϩ߄ ѳ!!!!֡!!!!ኧ ᡂ ኧ Fॶ Scheffe (1) (2) (3) (4) (5) ᔕޗဂཀ 3.46 4.07 4.88 4.44 5.08 4.382* (2) < (3) ӆᖼཀᜫ 4.42 5.18 5.50 5.27 5.53 3.219* (1) < (3) ຏǺ*ࣁp < 0.05ǹ (1)20ྃ(֖)аΠǹ(2)21~30ྃǹ(3)31~40ྃǹ(4)41~50ྃǹ(5)51ྃ(֖)а ϩ܄όӕ௲ػำࡋჹӚᡂኧϐৡ౦ 4.4.3 ࡕวǴόӕ௲ػۓᔠزϩ௦ൂӢηᡂ౦ኧϩǴаΑှϖঁᡂኧࢂցӸӧৡ౦Ƕҁࣴ܄ৡ౦ޑ௲ػำࡋ ਏૈϷӆᖼཀᜫϖঁᡂኧࣣคᡉৡ౦(pɧ0.05)ǴךဂཀǵԾޗҾғԋϣǵҔЊғԋϣǵᔕܭำࡋჹ ӢԜόӈр߄Ƕ ннр ϩ܄ৡ౦ޑளჹӚᡂኧ܌ДόӕঁΓ 4.4.4 ဂޗǴᔕޕϩ௦ൂӢηᡂ౦ኧϩǴаΑှϖঁᡂኧࢂցӸӧৡ౦Ƕҗ߄ 4-13 ё܄ৡ౦ޑள܌ДΓঁ ဂཀϷӆᖼཀᜫԖᡉৡ౦Ƕޗᔕܭளჹ܌ДၲᡉНྗǴջόӕঁΓ 0.05 ܭp ॶࣣλ ޑཀϷӆᖼཀᜫ Γঁܭ࣬ၨޣೖڙޑள40,001~60,000ϡ܌ДǴঁΓقဂཀԶޗа Scheffe ݤՉ٣ࡕКၨёวǴჹᔕ ள܌ДǴঁΓقࣁ҅य़ǶჹӆᖼཀᜫԶ׳ຑሽޣೖڙޑޣೖڙޑள20,000ϡ(֖)аΠϷ20,001~40,000ϡ܌Д ࣁ҅य़Ƕ׳ຑሽޣೖڙޑள20,000ϡ(֖)аΠ܌ДΓঁܭ࣬ၨޣೖڙޑ60,000ϡ~40,001 ளჹӚᡂኧϐৡ౦ϩ߄܌Д߄ 4- 13! όӕঁΓ ѳ!!!!֡!!!!ኧ ᡂ ኧ Fॶ Scheffe (1) (2) (3) (4) (5) ᔕޗဂཀ 4.02 4.09 4.91 5.18 4.26 4.366* (1,2) < (3) ӆᖼཀᜫ 5.01 5.14 5.58 5.73 5.47 4.419* (1) < (3) (ຏǺ*ࣁp < 0.05ǹ (1) 20,000ϡ(֖)аΠǹ(2) 20,001~40,000ϡǹ(3) 40,001~60,000ϡǹ(4) 60,001~80,000ϡǹ(5 80,001ϡ(֖)а 4.4.5 όӕࠔจϕਔ໔ჹӚᡂኧޑৡ౦܄ϩ ᆶࠔจޑϕਔ໔ޑৡ౦܄ϩ௦ൂӢηᡂ౦ኧϩǴаΑှϖঁᡂኧࢂցӸӧৡ౦Ƕҗ߄ 4-14 ёޕǴҾ Ҿܭࠔจϕਔ໔ჹޑၲᡉНྗǴջόӕ 0.05 ܭp ॶࣣλ ޑਏૈϷӆᖼཀᜫךဂཀǵԾޗғԋϣǵᔕ ਏૈϷӆᖼཀᜫԖᡉৡ౦ǶךဂཀǵԾޗғԋϣǵᔕ ࣬КǴ٠คᡉৡٿٿǴόӕࠔจϕਔ໔ဂಔՉقа Scheffe ݤՉ٣ࡕКၨёวǴჹҾғԋϣԶ (֖)ࠔจϕਔ໔1ԃ(֖)аΠϷ1-3ܭ࣬ၨޣೖڙޑǴࠔจϕਔ໔7ԃаقਏૈԶךဂཀϷԾޗ౦Ƕჹᔕ ࠔจϕܭ࣬ၨޣೖڙޑǴࠔจϕਔ໔3-5(֖)ԃϷ5-7(֖)ԃϷ7ԃаقࣁ҅य़ǶჹӆᖼཀᜫԶ׳ຑሽޣೖڙޑԃ ࣁ҅य़Ƕ׳ຑሽޣೖڙޑਔ໔1ԃ(֖)аΠ ߄ 4- 14! όӕࠔจϕਔ໔ჹӚᡂኧϐৡ౦ϩ߄ ѳ!!!!֡!!!!ኧ ᡂኧ Fॶ Scheffe (1) (2) (3) (4) (5) Ҿғԋϣ 5.10 5.59 5.57 5.78 5.84 3.348* - ᔕޗဂཀ 3.78 4.05 4.78 4.99 5.17 5.896* (1,2) < (5) (ਏૈ 5.17 5.79 5.73 5.80 6.00 4.846* (1,2) < (5ךԾ ӆᖼཀᜫ 4.74 5.20 5.46 5.58 5.71 5.845* (1) < (3,4,5) ຏǺ*ࣁ p < 0.05ǹ (1) 1ԃ(֖)аΠǹ(2) 1-3(֖)ԃǹ(3) 3-5(֖)ԃǹ(4) 5-7(֖)ԃǹ(5) 7 ԃа 4.5 ύϟਏ݀ϐᡍ ௦ҔHayes (2013) PROCESSी೬ᡏՉزϐଷǴҁࣴزǴаᡍҁࣴ܄٩ᡂϐቹៜܭࣁΑှӚԾᡂჹ 5000ԛǴՉᔠᡍǶܭၗϩБݤ٠ᒧModel 4 ϷBootstrap Samples ևᡉНྗ(β=0.48Ǵp<0.05)ǴҗԜ܄ӆᖼཀᜫϐቹៜܭਏૈჹךǴԾقճҔModel 4ՉᔠᡍǴ൩ӚଷԶ ਏૈϐቹៜևᡉНྗךԾܭӆᖼཀᜫԖᡉቹៜǶҔЊғԋϣჹܭਏૈჹךଷH1ǴԾزǴЍҁࣴޕள 0.19Ǵ)ۓਏૈ҅ӛቹៜǶᙖҗύϟਏ݀ᔠךԾܭଷH3ǹҔЊғԋϣჹزǴЍҁࣴޕβ=0.38Ǵp<0.05)ǴҗԜள) ӸӧǴЍଷH3aǺҔޑჴύϟਏ݀ز0ǴӢԜҁࣴډߞᒘ໔҂х֖ܭBootLLCI =0.12ǹBootULCI=0.27)Ǵҗ ਏૈቹៜӆᖼཀᜫǶךЊғԋϣၸԾ
ннс ਏૈቹៜӆᖼཀᜫךკ4-1 ҔЊғԋϣၸԾ ճҔModel 4ՉᔠᡍǴᔕޗဂཀჹܭӆᖼཀᜫϐቹៜ܄ևᡉНྗ(͊=0.23Ǵp<0.05)ǴҗԜளޕǴЍ ͊)ဂཀϐቹៜևᡉНྗޗᔕܭӆᖼཀᜫԖᡉቹៜǶҔЊғԋϣჹܭဂཀჹޗଷH2Ǵᔕزҁࣴ 0.21Ǵ)ۓဂཀ҅ӛቹៜǶᙖҗύϟਏ݀ᔠޗᔕܭଷH4ǹҔЊғԋϣჹزǴЍҁࣴޕ0.91Ǵp<0.05)ǴҗԜள= ӸӧǴЍଷH4aǺҔޑჴύϟਏ݀ز0ǴӢԜҁࣴډߞᒘ໔҂х֖ܭBootLLCI =0.14ǹBootULCI=0.29)Ǵҗ ЊғԋϣၸᔕޗဂཀቹៜӆᖼཀᜫǶ
კ4-2 ҔЊғԋϣၸᔕޗဂཀቹៜӆᖼཀᜫ ևᡉНྗ(͊=0.41Ǵp<0.05)Ǵҗ܄ӆᖼཀᜫϐቹៜܭਏૈჹךǴԾقճҔModel 4ՉᔠᡍǴ൩ӚଷԶ ਏૈϐቹៜևᡉНךԾܭӆᖼཀᜫԖᡉቹៜǶҾғԋϣჹܭਏૈჹךଷH1ǴԾزǴЍҁࣴޕԜள ۓਏૈ҅ӛቹៜǶᙖҗύϟਏ݀ᔠךԾܭଷH5ǹҾғԋϣჹزǴЍҁࣴޕ0.47Ǵp<0.05)ǴҗԜள=͊)ྗ ӸӧǴЍଷޑჴύϟਏ݀ز0ǴӢԜҁࣴډߞᒘ໔҂х֖ܭ0.19ǴBootLLCI =0.13ǹBootULCI=0.28)Ǵҗ) ਏૈቹៜӆᖼཀᜫǶךH5aǺҾғԋϣၸԾ
ਏૈቹៜӆᖼཀᜫךკ4-3 ҾғԋϣၸԾ ճҔModel 4ՉᔠᡍǴᔕޗဂཀჹܭӆᖼཀᜫϐቹៜ܄ևᡉНྗ(͊=0.21Ǵp<0.05)ǴҗԜளޕǴЍ ဂཀϐቹៜևᡉНྗޗᔕܭӆᖼཀᜫԖᡉቹៜǶҾғԋϣჹܭဂཀჹޗଷH2Ǵᔕزҁࣴ ဂཀ҅ӛቹៜǶᙖҗύϟਏ݀ᔠޗᔕܭଷH6ǹҾғԋϣჹزǴЍҁࣴޕ0.86Ǵp<0.05)ǴҗԜள=͊) ӸӧǴЍଷޑჴύϟਏ݀ز0ǴӢԜҁࣴډߞᒘ໔҂х֖ܭ0.18ǴBootLLCI =0.12ǹBootULCI=0.25)Ǵҗ)ۓ H6aǺҾғԋϣၸᔕޗဂཀቹៜӆᖼཀᜫǶ
კ4-4 Ҿғԋϣၸᔕޗဂཀቹៜӆᖼཀᜫ ่݀ۓଷᔠ 4.6 ၸPROCESSϩॊӚᄬय़ࡕǴஒЬၡ৩ਏ݀ǵύϟਏ݀ᘜયܭҁǴଷᡍ่݀༼ӵΠ߄4-15Ƕ
ннт ଷᡍ่݀༼߄ز߄ 4- 15! ࣴ
่݀ۓଷϣ ᔠزଷ ࣴ
ӆᖼཀᜫԖᡉ҅ӛቹៜǶ ԋҥܭਏૈჹךH1 Ծ
H2 ᔕޗဂཀჹܭӆᖼཀᜫԖᡉ҅ӛቹៜǶ ԋҥ
ਏૈԖᡉ҅ӛቹៜǶ ԋҥךԾܭH3 UGCჹ
ӆᖼཀᜫԖᡉ҅ӛቹៜǶ ԋҥܭਏૈჹךH3a UGCၸԾ
H4 UGCჹܭᔕޗဂཀԖᡉ҅ӛቹៜǶ ԋҥ
H4a UGCၸᔕޗဂཀჹܭӆᖼཀᜫԖᡉ҅ӛቹៜǶ ԋҥ
ਏૈԖᡉ҅ӛቹៜǶ ԋҥךԾܭH5 FGCჹ
ӆᖼཀᜫԖᡉ҅ӛቹៜǶ ԋҥܭਏૈჹךH5a FGCၸԾ
H6 FGCჹܭᔕޗဂཀԖᡉ҅ӛቹៜǶ ԋҥ
H6a FGCၸᔕޗဂཀჹܭӆᖼཀᜫԖᡉ҅ӛቹៜǶ ԋҥ
5. ่ፕᆶࡌ ፕ่زࣴ 5.1 ፕӵΠǺقፕԶ่ز൩ҁࣴ 5.1.1 ୷ҁၗჹܭόӕၗޑৡ౦ϩ ࣁ҅य़Ƕ׳ຑሽځǴޣೖڙζғϐܭ࣬ၨޣೖڙғϐتဂཀԖᡉৡ౦Ǵޗᔕܭձჹ܄όӕ .1 ԃܭ࣬ၨޣೖڙޑǴԃស31~40ྃقဂཀԶޗဂཀϷӆᖼཀᜫԖᡉৡ౦Ƕჹᔕޗᔕܭόӕԃសჹ .2 ຑሽޣೖڙޑԃស20ྃ(֖)аΠܭ࣬ၨޣೖڙޑǴԃស31~40ྃقࣁ҅य़ǶჹӆᖼཀᜫԶ׳ຑሽޣೖڙޑស21~30ྃ ࣁ҅य़Ƕ׳ ள܌ДǴঁΓقဂཀԶޗဂཀϷӆᖼཀᜫԖᡉৡ౦Ƕჹᔕޗᔕܭளჹ܌ДόӕঁΓ .3 ࣁ҅׳ຑሽޣೖڙޑޣೖڙޑள20,000ϡ(֖)аΠϷ20,001~40,000ϡ܌ДΓঁܭ࣬ၨޣೖڙޑ60,000ϡ~40,001 ຑሽޣೖڙޑள20,000ϡ(֖)аΠ܌ДΓঁܭ࣬ၨޣೖڙޑள40,001~60,000ϡ܌ДǴঁΓقय़ǶჹӆᖼཀᜫԶ ࣁ҅य़Ƕ׳ ਏૈϷӆᖼཀᜫԖᡉৡ౦ǶҾғԋϣԶךဂཀǵԾޗҾғԋϣǵᔕܭόӕࠔจϕਔ໔ჹ .4 Ǵࠔจϕਔ໔7ԃقਏૈԶךဂཀϷԾޗ࣬КǴ٠คᡉৡ౦ǶԶჹᔕٿٿǴόӕࠔจϕਔ໔ဂಔՉق Ǵࠔจϕਔ໔قࣁ҅य़ǶჹӆᖼཀᜫԶ׳ຑሽޣೖڙޑࠔจϕਔ໔1ԃ(֖)аΠϷ1-3(֖)ԃܭ࣬ၨޣೖڙޑа ࣁ҅य़Ƕ׳ຑሽޣೖڙޑࠔจϕਔ໔1ԃ(֖)аΠܭ࣬ၨޣೖڙޑԃϷ5-7(֖)ԃϷ7ԃа(֖)3-5 ဂཀቹៜӆᖼཀᜫޗਏૈǵᔕךҔЊғԋϣၸԾ 5.1.2 ਏૈቹៜӆᖼཀᜫךҔЊғԋϣၸԾ .1 ǴҭջҔЊғԋϣޑۓύϟਏ݀ࢂዴޑਏૈӧҔЊғԋϣᆶӆᖼཀᜫ໔ךၸၡ৩ϩวǴԾزҁࣴ ޑزύϟቹៜǶ೭ᆶӃࣴޑਏૈךԾډڙቹៜǴޑӆᖼཀᜫܭਏૈٰቹៜӆᖼཀᜫǴ߄ҢҔЊғԋϣჹךၸԾ (ਏૈǹԶLeung (2009ךਏૈԖ҅࣬ᜢ٠ЪႣෳԾך٬ҔᆶԾޑཀ఼࣬՟ǴRiquelme et al. (2018)วInstagram่݀ ຑፕёૈکᢀ࣮ޑҬ൞ᡏᆛઠх֖ҔЊғԋޗ(ਏૈԖᡉᜢ߯ǶCham et al. (2016ךჴUGCჹЈ፟ύϐԾ ਏךԾޕჴགزࣴځኳࠠǴۺཷޑගр܌ (࣮ݤǴΨӵPappas et al. (2014ޑдॺჹԜࠔจຝکཀޣቹៜ ૈ҅ӛቹៜᖼວཀᜫǶ 2. ҔЊғԋϣၸᔕޗဂཀቹៜӆᖼཀᜫ ǴҭջҔЊғԋϣޑۓύϟਏ݀ࢂዴޑဂཀӧҔЊғԋϣᆶӆᖼཀᜫ໔ޗၸၡ৩ϩวǴᔕزҁࣴ ύϟቹៜǶӵޑဂཀޗᔕډڙቹៜǴޑӆᖼཀᜫܭဂཀٰቹៜӆᖼཀᜫǴ߄ҢҔЊғԋϣჹޗၸᔕ ной کௗޔ٬ҔΨޑဂཀ҅࣬ᜢǴInstagramޗ٬ҔᆶޑჴInstagramزࣴځኳࠠǴۺཷޑගр܌(Riquelme et al. (2018 ဂཀ҅ӛቹៜୖᆶᆛၡޗჴᔕزࣴځኳࠠǴۺཷޑගр܌ (ԖᘜឦགЪCheng et al. (2012ڀ໔ௗӦቹៜԋ იᡏᖼວϐཀკǶ ဂཀቹៜӆᖼཀᜫޗਏૈǵᔕךҾғԋϣၸԾ 5.1.3 ਏૈቹៜӆᖼཀᜫךҾғԋϣၸԾ .1 ǴҭջҾғԋϣޑۓύϟਏ݀ࢂዴޑਏૈӧҾғԋϣᆶӆᖼཀᜫ໔ךၸၡ৩ϩวǴԾزҁࣴ ύϟቹៜǶԜ่݀ᆶӃޑਏૈךԾډڙቹៜǴޑӆᖼཀᜫܭਏૈٰቹៜӆᖼཀᜫǴ߾߄ҢҾғԋϣჹךၸԾ Չࣁ(Kumar et al., 2016)Ъکϣᡉቹៜ៝࠼ᄊࡋޑཀ఼࣬՟ǴBashir et al. (2017)ჴϦљബ่݀ޑزࣴ ᖼޑ࠼ቹៜϦљጕౢࠔ៝ޑ࠼Ǵ೭ኬ៝ޑངӳמቹៜϐཥࣽޑҬ൞ᡏύϦљౢғϣޗډڙMenon (2018)ว ວཀკǶ 2. Ҿғԋϣၸᔕޗဂཀቹៜӆᖼཀᜫ ǴҭջҾғԋϣޑۓύϟਏ݀ࢂዴޑဂཀӧҾғԋϣᆶӆᖼཀᜫ໔ޗၸၡ৩ϩวǴᔕزҁࣴ ύϟቹៜǶޑဂཀޗᔕډڙӆᖼཀᜫϐቹៜǴܭဂཀԶቹៜӆᖼཀᜫǴ߾߄ҢҾғԋϣჹޗၸᔕ (ဂཀаϷಷܵᓉ(2019ޗૻ৲҅ӛቹៜᔕޑဂޗჴ᎙᠐زࣴځኳࠠǴۺཷޑගр܌ (ӵTonteri et al. (2011 ဂཀԖϩ҅ӛᡉቹޗᔕܭဂሽॶჹޗဂཀϐᇡӕԖ҅ӛᡉቹៜǹޗᔕܭဂӛჹޗჴঁΓزࣴ ဂཀ҅ӛቹៜୖᆶᆛၡიᡏᖼວϐཀკ࣬߈ǶޗჴᔕزࣴځኳࠠǴۺཷޑගр܌ (ៜǶΨᆶCheng et al. (2012 ଅᆶᆅཀ఼زࣴ 5.2 ፕϐଅزࣴ 5.2.1 ဂᆛઠ(MangoldޗǴаϷހᆛઠǴᆛၡፕޑ୍ܺ܈ຑሽౢࠔޣဂ൞ᡏ఼ᇂጄൎቶݱǴӵጕፕᏝǵޗ ᖼޑޣЬाቻԖUGCϷFGCǴӢԜޑဂ൞ᡏՉᎍޗډύගزFaulds, 2009)ǶZahoor and Qureshi (2017)ࣴ & ቹៜӵՖǻޑՉࣁܭቹៜ(Goh et al., 2013)ǶฅԶǴUGCϷFGCჹډڙວ،۳۳ܰ ቹޑቹៜǴؒԖUGCޑЍрϷҬΰᖼວޑFGCჹ៝࠼زӸӧલαǴӵKumar et al. (2016)Ьाࣴزၸѐࣴ ቹៜǴᏤΕΑϖঁύϟᡂኧǴϩձࢂǺࠔจޑUGCᆶFGCჹᖼວཀკزៜǶSchivinski and Dabrowski (2013, 2016)ࣴ วǺInstagramၸԾزࠔ፦ǶԶRiquelme et al., (2018)ࣴޕӜࡋ/ᖄགྷǵࠔจ۸၈ࡋǵགޕၗౢǵࠔจᄊࡋǵࠔจ ਏૈǴٰቹៜךဂཀᆶԾޗဂϣҭёૈၸᔕޗᇡࣁࢌࠔจزဂཀቹៜЈ፟ǴӢԜҁࣴޗਏૈᆶך ޣᖼວՉࣁǶ ਏૈϷךဂཀǴќѦԾޗਏૈϷᔕךቹៜԾޑჴǴҾғԋϣǵҔЊғԋϣԖ҅ӛ่݀زၸҁࣴ Ԗύڀᜢ߯ޑဂཀӧҾϷҔЊғԋϣᆶӆᖼཀᜫ໔ޗਏૈϷᔕךቹៜӆᖼཀᜫǴԾޑဂཀԖ҅ӛޗᔕ ϟਏ݀Ƕ 5.2.2 ᆅჴ୍ϐଅ 5.2.2.1 ගϲҾғԋϣ ဂޗਏૈϷӆᖼཀᜫǶ߈ԃٰǴךဂཀǵԾޗගଯ៝࠼ᔕܭᡉҢҾғԋϣၨӳਔǴԖշ่݀زҁࣴ ϕǴࡌҥؼӳᜢ߯Ǵаቚу៝࠼ჹϦޣဂ൞ᡏᆶޗǴϦљՉᎍΓᔈᙖҗӭ٬Ҕڀπޑલ܈൞ᡏࢂεόё ЬᜫཀᖼວࠔจౢࠔǴԶόࢂ٩ᒘޣؼӳᜢ߯Ǵᡣޑ໔ࡌҥޣᔼᆶޑဂޗߞҺᆶ۸၈Ƕၸޑљࠔจ ӵǺٯБԄǴޑݙཀޣဂᖐᒤࢲΨࢂᅿ֎ЇޗϣϷӧᔕޑ܄ߦᎍࢲǶќѦǴวթԖ፪ЪԖୖᆶޑߏය ਏૈԶቚуӆᖼཀᜫǶךဂཀϷԾޗᔕޑᡏᡍࢲǴёаගϲ៝࠼܈уКᖻୖޣϕλၯᔍǵᡣ ᜢ߯Ǵ٠མଛޑޣЎਢǴၸЎӷ߈ᆶޑ܄ǴՉᎍΓᔈਔ٬ҔԖྕࡋϷགقဂཀԶޗ൩ػᔕ ҔЈǴԶჹࠔจӑຝుޑᜢངϷՉᎍΓډڙဂ္གޗӧᔕޣ࣮ݤǴᡣ܈ਸВᆶਔ٣ᚒၲᜢЈ Ьวթૻ৲Ǵ٠ႴᓰεৎୖᆶǴޑᅿբݤǺǵਔٿǴԶගϲᖼວཀᜫᆶࠔจ۸၈ࡋǶќѦǴҾᗋёаԖڅ ࡪᢌǴҾёаᒤঁλࢲǴکقϕ࣬੮ޑБਢǶΒǵႴᓰԋ໔ޑགྷाҾߦᎍ܈Ӝǵхးᒧ౻ᒧڮӵౢࠔ ဂཀǴԶගଯӆᖼޗࡪᢌኧࣁຑК٩ᏵǶ೭٤Бݤёаቚуᔕޑ࣮ݤǴԋ໔܈ගޑӳ׳ԋԖޑձ ཀᜫǶ нок ᒧǴӵᖼວਔᔈԵቾޑӵՖр҅ዴޣǴҾёаᙖҗวթ௲ᏢЎകǴҔ࠼ᢀҥ௲ᏤᘤំقਏૈԶך൩Ծ ཀᜫǶޑӆԛᖼວډਏૈǴΨၲךᏢಞԶගଯԾ܈ᒃЋᇙբޣᡯǴΨёаᡣ٬Ҕޑዴ҅܈ব٤Ӣન 5.2.2.2 ගϲҔЊғԋϣ ਏૈϷӆᖼཀᜫǴ៝࠼ୖуҾךဂཀǵԾޗගଯ៝࠼ᔕܭᡉҢҔЊғԋϣၨӳਔǴշ่݀زҁࣴ ӭΓ׳ဂѳѠϩ٦ᡣޗ܈϶ǴགྷाᆶܻޑჴᡏࢲࡕബҔЊғԋϣǴ៝࠼ளࢲࢂॶளᙚޑᒤ܌ ܌ޣFacebookǵInstagram ѳѠǴҾёаஒ٬Ҕ ܈৲Бૻ۔य़ຑሽόᆅࢂၸ҅ޑჹϦљޣၰǶԜਔǴ٬Ҕޕ ӵǺрٯဂཀǶҾҭёӧౢࠔՉᡂϯǴޗਏૈϷᔕךဂѳѠ໔ϩ٦ǴԶගϲԾޗૻ৲ӧӚঁޑวթ ݤёޑཥౢࠔрǴ೭ኬޑჹౢࠔౢғཥᗲག٠යࡑΠԛޣǴᡣۓය໔ज़܈ӈᖄӜౢࠔǵ࠼ᇙϯౢࠔس ᜢݙࡋගϲԶޑౢࠔ܈ࣀᝬǴӢԶ٬εჹࠔจ܈ဂ൞ᡏϩ٦ޗډӧ٬ҔϦљౢࠔਔǴวթЎകޣаЇଆ ᖼວǶ ዛࢲǵܜӵǺวթᡍϩ٦ёୖᆶٯᖐᒤ࣬ᜢࢲǴ܈ဂཀǴࡌՉᎍΓёीλၯᔍޗӵՖගϲᔕ ဂϕޗதᆶࠔจޣϷϩ٦Ǵقဂࢲǵ੮ޗਔதୖᆶޣԌᓬඁࢲǴႴᓰש܈ཥౢࠔ၂Ҕڗёᕇق੮ ᆶҾ໔Ԗؼӳ٠ߏޣၰࠔจૻ৲ǴԶගଯҾᚼӀǴᡣޕӭΓ׳ǴᡣޣਔǴҾ၀๏ϒዛᓰǶၸ ਔ໔ϣӣᙟ៝זਔǴಃጕΓᔈӧനـගрཀޣǴـගрϐཀ܌ޣᜢ߯ǶନԜϐѦǴҾᔈख़ຎޑය ဂཀԶගϲᖼޗख़ຎǴ٠ჹࠔจϐӑຝૈׯᡂǴॊբݤஒёගϲᔕޑ൧ख़ϷҾډڙ࠼Ǵ٬៝࠼ૈག ວཀᜫǶ ග܌࠼ว߄ҁԛЈளǴᡣ៝࠼ӣ៝೭ԛҾ៝ޑуࢲୖ܈ǴӵॊёаႴᓰԖ٬ҔౢࠔقਏૈԶך൩ගϲԾ ᆶǶୖکਏૈගϲ٠ᝩុᖼວךԾܭᡏᇥܴǴԖշڀຑሽϷགགྷӵՖǴၸᡍϩ٦٠ޑࢲᡏᡍਔ܈ౢࠔޑٮ ڋज़زࣴ 5.3 ᇤৡޕЬᢀᇡޑޣෳڙόӕ 5.3.1 ᚒϐှԋᇤৡǴڔόӕৡ౦ǴԶჹୢޕளϷᇡ܌ДԃइǵঁΓځਔǴёૈӢࣁڔӧ༤เୢޣෳڙ Զ೭٤ᇤৡόӈΕፕጄൎϣǶ ीޑᚒڔୢ 5.3.2 ԵЎϐᇟཀǴӢԜёૈୖۈǴᚒၸᙌࡕёૈคݤֹ߄ၲচޣᚒीࣣୖԵ୯ѦᏢڔϐୢزҁࣴ ᇤৡǶޑคݤֹӄှᚒϐཀǴԶԖᑽໆޣෳڙԋ ڋज़ޑኬीܜࢲ 5.3.3 ǶܫวڔიՉୢޗڔୢޑဂޗᎁᒃܻӳ϶Ϸڬܭਔ໔ǵΓΚԵໆǴѝܭज़ڙӧԏၗၸำύǴӢزҁࣴ Ƕ܄ۓдጄൎᗋӸӧόዴځࢂցૈᜪԿ่݀زӢԜǴҁࣴ ᆶࡌزࡕុࣴ 5.4 ύϟᡂኧޑдځуΕ 5.4.1 ӵᔕٯύϟᡂኧՉǴޑдځёа၂уΕޣزဂཀբࣁύϟᡂኧǴ҂ٰࣴޗਏૈϷᔕךаԾزҁࣴ ύϟਏ݀ࢂցӸӧǴаځࢎᄬز(Γሞ)ϕ(Sokolova & Kefi, 2020)ǵЈ፟(Leung , 2009)Ǵ٠٬Ҕҁࣴޗ ుΕϐှǶ׳ᜢ߯ԖޑࢎᄬύӚᡂኧϐ໔زჹҁࣴ ኬҁጄൎزᘉεࣴ 5.3.2 วڔიՉୢޗڔୢޑဂޗᎁᒃܻӳ϶Ϸڬܭਔ໔ǵΓΚԵໆǴࡺѝܭज़ڙӧԏၗၸำύǴӢزҁࣴ Ƕ܄ж߄ڀ׳่݀زεጄൎٰՉᡍǴ٬ࣴ׳дځё၂ஒኬҁᘉԿزǶӢԜǴ҂ٰϐࣴܫ
6. ୖԵЎ 6.1 ύЎϩ εᏢՉᎍᆶמՖ੍ᇬ(2017)Ǵࠔจຝǵ୍ܺࠔ፦ǵሽߦᎍǵ៝࠼ᅈཀᆶӆᖼཀᜫᜢ߯ϐǶ୯ҥଯಃࣽ ᅺγᅺγፕЎǴଯѱǶسࢬ೯ᆅ
нол εמǶቺܴࣽزဂཀቹៜϐࣴޗဂୖᆶჹᔕޗဂᇡӕϷޗဂԋϐࠔจᇡӕǵޗᛄᎢ(2017)Ǵጕࠔจ݅ ᅺγፕЎǴѠчѱǶسᏢՉᎍᆅ ᅺسεᏢၗૻᆅמဂሽॶࣁᡂኧǶࠄᆵࣽޗဂӛᆶޗဂཀᆶᖼວཀკϐᜢ߯ -аޗಷܵᓉ(2019)Ǵᔕ γፕЎǴѠࠄѱǶ ፕᆶىഋࡌЎǵֆಏᄪǵէᯧ╻ǵᆗ(2015)ǴFacebook ણํ।ჹᆛၡុ٬ҔՉࣁཀკϐቹៜ: а٬Ҕᆶᅈ ޗቹៜᢀᗺ. රᆅຑፕ, 14(S), 19-38. ᅺγፕЎǴཥ܌زǶ୯ҥҬ೯εᏢᔼᆅࣴزғԋϣჹཀკՉࣁቹៜϐࣴޣ٬Ҕޑน(2019)Ǵࠔจ࣬ᜢ ԮѱǶ ဂཀֹӄύϟਏ݀ǶሎޗဂୖᆶՉࣁϐቹៜ:ঋፕᔕޗဂཀᆶޗΓሞ֎ЇΚჹᔕکቅ㗄(2015)Ǵයఈճ ᅺγᅺγፕЎǴѠчѱǶسεᏢҾᆅᏢ ᅺγፕЎǴଯѱǶسεᏢҾᆅמጰҲන(2019)ǴҔЊϷҾғԋϣӵՖቹៜӆᖼཀᜫǻǶ୯ҥଯࣽ ǶሎεᏢཥ൞ᡏᄤزϐࣴ܄ဂᆛઠុ٬ҔϷϩ٦ཀᜫቹៜޗဂཀჹᔍቃޗᖏགᆶᔕޗᎄཥᑉ(2018)Ǵ ᅺγᅺγፕЎǴѠчѱǶسኞᆅᏢ ᓓౢബཥᅺγᅺγፕЎǴسᑵችน(2019)Ǵа AISAS ኳԄ Instagram ऍ१،Ƕჴ፬εᏢᓓᆅᏢ ѠчѱǶ 6.2 मЎϩ Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35-67. Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34. Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191. Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37(2), 122. Bandura, A. (1986). Social foundations of thought and action. Englewood Cliffs, NJ, . Bandura, A. (1997). Self-efficacy: The exercise of control. Macmillan. Bandura, A., & Locke, E. A. (2003). Negative self-efficacy and goal effects revisited. Journal of Applied Psychology, 88(1), 87. Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177. Bashir, M. A., Ayub, N., & Jalees, T. (2017). The impact of the firm generated contents and the user generated contents through social media on brand equity elements. Pakistan Business Review, 19(3), 744-760. Blanchard, A. L. (2007). Developing a sense of virtual community measure. CyberPsychology & Behavior, 10(6), 827-830. Blanchard, A. L., & Markus, M. L. (2004). The experienced" sense" of a virtual community: characteristics and processes. ACM Sigmis Database: the Database for Advances in Information Systems, 35(1), 64-79. Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790. Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249. Ceballos, M., Crespo, Á. G., & Cousté, N. L. (2016). Impact of firm-created content on user-generated content: using a new social media monitoring tool to explore Twitter. In Rediscovering the Essentiality of Marketing (pp. 303-306). Springer, Cham. Cham, T. H., Lim, Y. M., Aik, N. C., & Tay, A. G. M. (2016). Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 412- 431. Cheng, S. Y., Tsai, M. T., Cheng, N. C., & Chen, K. S. (2012). Predicting intention to purchase on group buying website in Taiwan: Virtual community, critical mass and risk. Online Information Review, 36(5), 698-712.
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ноп ਏ݀ޑཀკނဂ୍ᖼޗགߞҺӧکߞҺޕᇡ Exploring the effect of cognitive and affective trust on purchase intention with social commerce ݅ᓉሺ 1 ୋ௲ س୯ҥࡀܿεᏢ ୯ሞຩܰᏢ [email protected] ࢫ੦ཁ 2 Ꮲғ س୯ҥࡀܿεᏢ ୯ሞຩܰᏢ [email protected] Ϙ 3 ғزᅺγ ࣴس୯ҥࡀܿεᏢ ୯ሞຩܰᏢ [email protected]
ᄔ ा ဂᆛઠՉᖼວ،ǶҁޗӅӕബϣǴԶ០ວৎ ӧکဂᆛઠϕޗډදၹ٬Ҕ֎ЇҔЊޑဂᆛઠޗ ޕǵ܄ԖҔޕޑဂ୍ޗᖏགᢀᗺǴޗکሽॶᢀᗺޕགߞҺǴவکߞҺޕஒߞҺϩှࣁᇡزࣴ ෳჹຝڙբҔǶޑཀკނဂ୍ᖼޗགߞҺჹکߞҺޕቹៜǴаϷᇡޑགߞҺکߞҺޕᖏགჹᇡޗک܄፪ ဂ୍Ԗޗёჹ่݀زǴа PLSϩՉଷᡍǶࣴޣޑኞᖼວౢࠔᡍޔဂᆛઠޗࣁന߈ΟঁДϣԖᢀ࣮ ཀ఼ǶکՉᎍౣޑԖٮගޣزࣴکޣޑᑫ፪ ᜢᗖӷǺޗဂ୍ǵޕԖҔ܄ǵޕ፪܄ǵޗᖏགǵᇡޕߞҺǵགߞҺ Keywords: social commerce, perceived usefulness, perceived enjoyment, social presence, cognitive trust, affective trust
1.ᆣፕ ဂ൞ᡏޗҬᆶಞᄍǶΓॺόѝӧޗޑВதғࢲᆶᆛၡᔈҔᅌஏόёϩǴᆛၡΨᅌׯ ᡂΑ҇ޑ҇ ဂ൞ޗӧۈຑፕǴҔЊ໒کკТቹႽǴ֎ЇҔЊॺᢀ࣮ǵଓᙫǵϩ٦کၗૻޑٮဂ൞ᡏගޗҬࢲǴҔЊӧޗவ٣ ဂ୍Ȑ social commerceȑǶޗޑᒏ܌ᡏவ٣ҬܰࢲǴᑫଆ วወΚǶਥᏵიݤکᜢݙޑډڙ ဂ୍ޗ࣬ᜢൔǴᡉҢޑဂ୍ወΚޗکဂ൞ᡏ٬Ҕޗ൳ঁ୯ϣѦᆶ ᆛၡ୍ܺᔈҔޑȨ2018ԃѠᆛၡ٬ҔൔȩȐѠᆛၡၗૻύЈǴ҇108ȑǴ୯Γ٬ҔޑΓѠᆛၡၗૻύЈวѲ ӵǺ FacebookǵInstagramǵTwitterȑٯဂ൞ᡏȐޗӵǺ YoutubeǵYahoo TVǵEttodayቹТȑǵٯύǴϣ൞ᡏȐ Ǵࢂᆛၡ୍ܺ%64.2ک٬Ҕ٩ԛࣁ 88.5%ǵ80.6%ޑȑނ፤ǵ momoᖼܡӵǺѠຩᆛǵ Yahooٯႝη୍Ȑک ΟӜǶޑᔈҔ٬Ҕ ᖼວᡫག (PwC, 2019)ǶፓൔࡰрΓॺӧጕٮဂᆛઠගޗፓ่݀ࡰрǴΓॺ٩ᒘـࢰޣ2018ԃӄౚ ԛࢂঁձ႟୧ᆛઠȐ 34%ȑǴځဂᆛઠȐ 37%ȑǴޗྍȐ നӭፄᒧΟȑٰԾٰޑᖼວགྷाཛྷ൨ᖼວᡫགനЬा ဂᆛޗӧۈཇӭૻ৲Ǵ٠໒ډҬࢲǵௗޗҬᆛઠଶ੮ཇΦǵவ٣ཇӭޗಃΟࢂКሽᆛઠȐ 32%ȑǶΓॺӧ ӣៜǶޑдҔЊځӭ׳ډဂ൞ᡏΨ൩ёаளޗઠཛྷ൨ౢࠔ୍ܺၗૻǴ ፤ৎёکဂ൞ᡏǴҔЊޗǴၸೌמဂ୍٬Ҕ Web 2.0ޗᡂᡏǴޑႝη୍ᄽᡂԶٰޑဂ୍ࢂவჹޗ ুکҬϕǵၗૻҬࢬޗҬ൞ᡏǴޗΓ፤ৎᎫঁکа۶ԜϕӦՉႝη୍ࢲ (Liang & Turban, 2011)Ƕࠔจ ᔼԏǶکᡏᡍϕǴಕᑈΓࢬໆǴബཥ୍ܺ 2016ԃԋߏ235%Ǵ2016ډဂ୍ѱೕኳவ2012ԃޗीȐᛥϐࣦǴ 2016ȑǴӄౚޑਥᏵGenerator Research ࠔจϕǴ 19%ޑဂᆛઠᆶԾρന഻ངޗTotal Retail Global SurveyวǴӧ 2016ޑ454ሹऍϡǶPwC ډԃीၲ ᖼວᡍޑဂ൞ᡏޗ߄ҢԖӧޣೖڙޑԛǴ 16%ځӭౢࠔǶ׳ᇡࣁεӭኧݩᡣԾρᖼວޣೖڙޑ
нор תဂ൞ᡏӧᖼວ،ύޗဂ୍ൔᇡࣁǴޗ2018ԃޑWongkitrungrueng & Assarult, 2019)ǶGlobal Web IndexวѲ) ဂ୍ޗԃសဂࢂޑ34ྃډύ16ྃځᖼວᗺ(Global Web Index, 2019)ǶޑЬाޣՅǴՠᗋ҂ԋࣁጕᖼວفᄽख़ा ဂ൞ᡏཛྷ൨ౢࠔၗૻǴ24%Կ25%ࡪᢌຠЎቹៜᖼວ،Ƕ߈ԃޗЬाወΚ࠼ЊǴ೭٤ԃសဂԖ46%Կ49%ၸޑ ;ຑፕౢࠔ୍ܺߞ৲(Liang, Ho, Li & Turban, 2011܈ǵϩ٦ڗဂ൞ᡏᕇޗӧܭဂ൞ᡏ٬Ҕໆ࡚ቃቚуǴΓॺӛޗٰ ޑزᚒǴӢԜᑫଆҁࣴޑவΓࢂख़ाکΓزࣴܭচӢჹޑဂ୍ޗYu, Jung, Kim & Jung, 2018)ǶΑှߦ ᐒǶ ӼӄᅪቾǴ٬ளߞҺࢂቹៜጕҬܰޑڋϕǵჹౢࠔࠔ፦аϷбීᐒޑႝη୍ҬܰᚈБલЮय़ჹय़ܭҗ ᖏགȐsocial presenceȑёаޗޑဂ൞ᡏϕٰޗᜢᗖӢન(Gefen, 2000; Pavlou & Gefen, 2004; Li, 2017)Ƕޑ Ҭᜢޗဂ൞ᡏჴΑޗᑫଆǴޑဂ୍ޗߞҺ(Hajli, 2015)Ƕᒿޑဂ୍፤ৎޗǴගଯჹ܄ۓόዴޑޣނ෧Ͽᖼ Јೱ่(Gefen & Straub, 2004)ǴޑдΓځဂ൞ᡏᆶޗᖏགࢂҔЊӧޗႝη୍(Laudon & Traver, 2016)Ƕک߯ ిکႝη୍ᆛઠǴӵFacebookکဂ୍ޗ߄(Li, 2017)Ƕ߈ٰޑᖏགޗဂ൞ᡏᆶдΓϕջࢂᅿޗҔЊӧ ࡋǴջਔӣᔈفόӕޑ٬ҔǴᡉҢౢࠔکኞёаҢౢࠔӵՖౢғޔኞȐlive streamingȑᎍ୧ࠔǶޔҔ௴ۈᝊ໒ ᄬय़Ǵޑόӕሦୱঁٿགکޕ࠼ЊୢᚒǴᒿᐒᔈᡂǴႴᓰ࠼Њᖼວ(Lu, Xia, Heo, & Wigdor, 2018)ǶߞҺхࡴᇡ ߞҺࢂঁΓᢀჸޕགߞҺȐaffective trustȑǶᇡکߞҺȐcognitive trustȑޕBenbasat (2006)ஒߞҺϩࣁᇡکKomiak ᒧ(Schelling, 1960)ǹޑۓ،܌ճᆉीޑǵԖཀ܄ǴਥᏵޔ҅کӵૈΚٯǴ܄ϣӧឦޑჹБᆶߞҺԖᜢډ གೱ่ޑΓሞᜢ߯ࡌҥܭག(Chua, Ingram & Morris, 2008)ǵ୷کགܭှǴԶࢂྍکགߞҺ٠ߚਥᏵ ,ߞҺǴၨϿੋϷགߞҺ(Wang, QiuޕߞҺӭኧᆫขӧᇡޑሦୱፕسRempel, Holmes & Zanna, 1985)Ƕӧၗૻ) ဂ൞ᡏޗቹៜǴۘόమཱޑགߞҺჹՉࣁཀკکߞҺޕဂ୍ϩձᔠຎᇡޗKim & Benbasat, 2016)ǴၨϿЎӧ ቹៜǶޑགߞҺౢғόӕکߞҺޕᖏགࢂցჹᇡޗޑނኞᖼޔ ኳԄǴᔠᡍቹៜಔᙃϣπჹཥڙௗמࣽޑ܄Ҕܰک܄՜ᆫขԖҔۯ(VenkateshǵMorrisǵDavisᆶDavis (2003 ,ᔈҔǴVenkateshޑמ٬ҔཀკǶࡕٰԵቾόӕࣽמቹៜቹៜࣽޗکӢનǴࡰрᕮਏයఈޑڙ௦Ҕᆶௗמࣽ Βޑ܄፪ک܄ӢનǶჴҔޑڙௗמࣽ܄ሽǴቹៜঁΓჹکThong & Xu (2012)ӆуΕ٦ᐒǵಞᄍ ޗޑҬϕޗख़ाӢન(Wang, Qiu, Kim & Benbasat, 2016)ǶӢԜǴӧமፓޑמϩሽॶኳԄதҔٰᔠຎቹៜኧՏࣽ ܄፪ޕک܄ԖҔޕΒϩሽॶӢηǴᔠຎ܄፪ޕک܄ԖҔޕޑמΨуΕቹៜኧՏࣽزဂ൞ᡏύǴҁࣴ ჹᇡޕߞҺǵགߞҺаϷޗဂ୍ᖼວཀკޑቹៜǶ & ဂᆛઠᖼວࠔ୍ܺ(LiangޗӅബϣǴԶ០ҔЊӧکဂᆛઠϕޗډදၹ٬Ҕ֎ЇҔЊޑဂᆛઠޗ ޕགߞҺǴவکߞҺޕፕǴҁीฝஒߞҺϩှࣁᇡޑॊܭTurban, 2011; Li, 2017; Kim & Srivastava, 2007)Ƕ୷ :ୢᚒزࣴঁٿᖏགᢀᗺǴΠӈޗکሽॶᢀᗺ ቹៜǶޑགߞҺکߞҺޕᇡޑဂ୍ύޗᖏགჹޗک܄፪ޕǵ܄ԖҔޕ.1 բҔǶޑཀკނဂ୍ᖼޗགߞҺჹکߞҺޕᇡ.2
2.Ўᆶวଷ ᖼວཀკނဂԏޗགߞҺаϷکߞҺޕᇡޑဂ୍ޗᖏགǵޗሽॶǵޕဂ୍ǵޗаΠ٩ׇፕ ࢎᄬǶزࣴکଷزǴ٠ගрࣴۺཷ 2.1 ޗဂ୍ ፤ৎёکဂ൞ᡏǴҔЊޗǴၸೌמဂ୍٬ҔWeb 2.0ޗᡂᡏǴޑႝη୍ᄽᡂԶٰޑဂ୍ࢂவჹޗ ीΟঁᢀᗺǴКၨႝکೌמа۶ԜϕӦՉႝη୍ࢲ(Liang & Turban, 2011)ǶBaghdadi (2016)வǵ ޑϕǴၸҔЊ໔ޑǴமፓҔЊ໔ೌמဂ୍٬ҔWeb2.0ޗႝη୍Ǵޑܭৡ౦Ƕ࣬ၨޑဂ୍ޗکη୍ ଓᙫǴՉکӵࡪᢌǵϩ٦ٯȐextendȑǵૻဦȐsignalȑаϷϩ٦Ǵុۯӵೱ่ȐlinkȑǵᠸȐtagȑǵٯϕǴ ጕҬܰǶ ဂޗЎǴஒ57ጇޑЎӣ៝ǴаᜢᗖӷᇆऩυᏢೌၗޑဂ୍ޗBenyoucef (2016)ՉԖᜢکZhang ύᔈҔനӭځ߄1ȑǴـҬ࣬ᜢፕȐޗՉࣁаϷޣሽॶǵکᐒǵճޣፕϩࣁΟᜪǺޑ୍ЎᔈҔ нос ፕڙௗמࣽکՉࣁፕȐϖጇȑ܄کፕᢀᗺȐΖጇȑǵᐒፕȐΎጇȑǵीฝՉࣁޑፕ٩ԛࣁЎϯ࣬ᜢޑ ႝηαՉࣁӢЎϯԶ౦Ƕک٬ҔǵୖᆶǵߞҺޑဂᆛઠޗࡰрҔЊӧزӵࣴٯȐϖጇȑǶ ܄፪ޕک܄ԖҔޕሽॶȐperceived valueȑǺޕޑဂ୍ޗ 2.2 брکᜢ߯ȑکҬޗӵᔮǵٯճȐޑډሽॶຎࣁ៝࠼ளޕကǶᅿࢂஒۓۺཷޑሽॶԖΟᅿЬाޕ ,ӵShethٯǴۺᄬޑሽॶຎࣁӭय़ӛޕעကࢂۓߏ(trade-off)ǶќᅿޑոΚȑϐ໔کӵሽǵਔ໔ٯжሽȐ ሽॶᄬय़ǶSheth(1991)ගрሽॶፕ(theory ofޕޑ(Soutar (2001کGross (1991)ǵSweenyکNewman ნکሽॶޕሽॶǵགሽॶǵޗՉࣁǺфૈሽॶǵޑޣconsumption values)ǴЬԖϖᅿሽॶቹៜ ,٦ሽॶ(e.g., Kesari & Atulkar, 2016; Childers, CarrکሽॶϩࣁჴҔሽॶޕޑሽॶǶନԜϐѦǴΨԖЎஒӭᄬय़ Peck, & Carson, 2001)Ƕ ࠼ᇙϯǴ܈ӵБߡǵᒧǵ࣪ٯOliver, 1997)Ǵ)ޑҞډ࠼ᙖҗౢࠔၲ៝ޣ܈ჴҔሽॶࢂౢࠔ୍ܺჹ៝࠼ԖҔ ܄ԖҔޕޑ္ (ኳԄ(technology acceptance model, TAMڙௗמࣽޣ܈фૈሽॶޑ(Sheth et al. (1991ܭ࣬ ޣࡰрزperceived enjoyment)Ƕࣴ)܄፪ޕԖᜢǴΞᆀࣁڙᆶ٦ুکȐperceived usefulnessȑǶ٦ሽॶࢂ ٦ሽॶ(Childers et al., 2001)ǶکёᕇளჴҔሽॶނவጕᖼ ޗဂ୍ЎࡰрޕԖҔ܄ёගଯޕ፪܄(Xiang, Zheng, Lee & Zhao, 2016)ǶऩҔЊӧޗဂᆛઠёаள གᜢ߯ǶޑགǴԋ҅ӛޑဂ୍ౢғඍ৹ޗၗૻှ،ୢᚒǴӢԜჹޑԖҔډ H1Ǻޗဂ୍ҔЊޑޕԖҔ܄ගଯޕ፪܄Ƕ
2.3 ޗᖏགȐsocial presenceȑ ᒃஏགǶޑϕᜢٰ߯ޑဂ୍ύޗᖏགඔॊޗуΕزՅǴӢԜҁࣴفޑᄽख़ाתဂ୍ޗҬϕӧޗ ޗࡋٰ࣮ǴفޑRice & Case, 1983)ǴவЈᏢ)ڙཪགྕޑډޕ܌ҬޗᖏགࢂҔٰᑽໆΓॺၸ൞ᡏՉޗ ᖏགᑽໆጕޗᒃ߈ག(Short, Williams & Christie, 1976)ǶӃႝη୍ЎӭаکᒃஏޑЈܭᖏག࣬ ዕࡋǴҭکϕǴёቚуᒃ߈གޑဂᆛઠޗΚ(Lu, Fan & Zhou, 2016)ǶҔЊӧૈޑ܄Ҭޗཪᆶྕ܄ྎ೯ሀΓ Ǵౢғඍ৹ག(Xiang et al., 2016; Ye, Ying, Zhou & Wang, 2019)ǶሡޑགىᖏགǴᅈޗջ H2Ǻޗဂ୍ҔЊޑޗᖏགቚуޕ፪܄Ƕ གߞҺȐaffective trustȑکߞҺȐcognitive trustȑޕᇡ 2.4 ߞҺȐtrustȑࢂҬܰޑख़ाᚒǴҗܭጕҬܰύວৎᆶ፤ৎਔޜϩᚆаϷલЮय़ჹय़ޑϕǴҬܰჹЋޑ ,Gefen)܄ۓόዴޑӭ׳৮ឨǴ٬ளጕҬܰКҬܰӸӧޑаϷჹᐒЬက܄ۓόዴޑౢࠔࠔ፦کϩي Karahanna & Straub, 2003)Ƕ ޑ០Չࣁکख़ाӢનޑԖਏᜢ߯ۓ،ߞЈǴΨࢂޑၸѐՉࣁǴჹдΓ҂ٰՉ҅य़යࡑޑߞҺࢂਥᏵдΓ ӵGefenٯᢀᗺ(Komiak & Benbasat, 2006)ǴޑࢂЬࢬۺߞޑᏤӛޕߞҺբಔᇡעख़ाᐒ(Gefen, 2000)Ƕ Benbasat (2006)ЬֹӄکǶKomiakۺߞҺߞޑ܄ёႣෳک၈ߞǵૈΚǵϘཁޑޣߞҺڙϯࣁჹۺஒߞҺཷ(2003) ڙԋϩǴΨ҂ޑޕቹៜჹߞҺ،ΨౢғቹៜǴӢԜߞҺόѝԖᇡޗکΚǴགૈޕᇡޑᢀᗺଯΓॺޑ܄ གߞҺǶکߞҺޕᢀᗺǴஒߞҺϩࣁᇡޑ(Benbasat (2006کଓᒿKomiakزӢનǶҁࣴޑགډ ᏱԖॶள٩ᒘޣߞڙຑǴჹ܄ᅿޑȐtrusteeȑޣߞڙȐtrustorȑჹޣߞҺȐcognitive trustȑǴࢂߞҺޕᇡ ᅿ: ჹٿߞҺϩࣁޕBenbasat (2006)ஒᇡ کႣය(Komiak & Benbasat, 2006)ǶKomiak܄ޑȑޔ҅کӵૈΚٯ፦Ȑ ૈޑߞҺȐcognitive trust in integrityȑǶҭջߞҺдΓޕᇡޑޔჹ҅ک(ߞҺ(cognitive trust in competenceޕᇡޑΚૈ ѯǶڗόᐒکΚаϷߞҺдΓૈ࠼ᢀ၈ჴ ѯǶགߞҺࢂמҬޗکᆣԋϩޑޣߞڙགԄߞҺȐaffect-based trustȑٰԾ܈གߞҺȐaffective trustȑ ӼӄགǴӢԜکᜢϪǴவԶჹუՔౢғߞЈکᜢᚶޑᆣೱ่ǴӢࣁუՔ߄ޑᅿΓሞᜢ߯ޑ໔ޣߞڙکޣߞҺ ຑ(Wang, Qiu, Kim & Benbasat, 2016)Ƕޑ܄ᜢ߯Զߚޑϕඁܭߞᒘࢂ୷ޑޣߞڙჹ ቹៜޕำׇǴΨԖΓЬᇡޕᇡکޕᜢ߯Ǵ࣮ݤ٠όठǶԖΓЬགόԖޑޕᇡکЎჹག ۺԐය໘ࢤǶҗࢂঁΓਥᏵၗૻԋߞޑߞҺቹៜགߞҺǴձࢂӧᜢ߯ԋޕࡰрᇡزࣴޑӭ׳གǴՠ & ߞҺቹៜགߞҺ(e.g., Kanawattanachai & Yoo, 2002; KomiakޕΨᡉҢᇡزǴᝩԶౢғགǶӃࣴޕࡌҥᇡ нот Benbasat, 2006)ǶӢԜගрӵΠଷ: H3Ǻޗဂ୍ҔЊޑᇡޕߞҺගଯགߞҺǶ ߞҺک܄፪ޕǵ܄ԖҔޕ 2.5 ᗨฅԖЎࡰрߞҺቹៜჹౢࠔ୍ܺޑሽॶղᘐ(e.g., Wang, Qiu, Kim & Benbasat, 2016; Cai, Malhotra & Alpert, 2015)ǴՠࢂΨԖόϿЎᇡࣁሽॶቹៜߞҺ(e.g., Harris & Goode, 2004; Singh & Sirdeshmukh, 2000; Ye et al., 2019; Karjaluoto, Jayawardhena, Leppäniemi & Pihlström, 2012; Harris & Goode, 2004; Amin, Rezaei & Abolghasemi, ,ࡌҥߞҺ(Morgan & Hunt, 1994)ǶSanchez-Garcia, Moliner-Tenaܭᜢ߯Ԗշޑᢀᗺٰ࣮ǴؼӳޑǶவᜢ߯Չᎍ(2014 ሽॶωૈԋޕޑԖ҅य़ނϩǴჹᖼޑሽॶΨࢂᜢ߯ޕޑނCallarisa-Fiol & Rodriguez-Artola (2007)ᇡࣁᖼ य़ሽॶຑගଯ҅ޑSirdeshmukh (2000)ᇡࣁᖼວϐࡕჹౢࠔکߞҺǶSinghޑࡌҥᚈБܭວ፤ᜢ߯ǴԖշޑؼӳ ߞҺᜢ߯Ƕ ᕕှǴԖکޕޑαǴफ़եҔЊཛྷ൨ԋҁǴቚуҔЊჹౢࠔ୍ܺکၗૻޑԖᜢౢࠔ୍ܺٮဂᆛઠҔЊගޗ کඍ৹ޑϕډဂᆛઠӢϩ٦གޗߞҺǶќБय़ǴΓॺӧޕᇡޑёගଯҔЊ܄ԖҔޕᒧ،ǴӢԜܭշ ፪(Ye et al., 2019)Ǵ೭ᅿϕඁޑΓሞᜢ߯ቚуҔЊӼӄᆶޑགߞҺǶӢԜǴගрΠӈଷ: H4Ǻޗဂ୍ҔЊޑޕԖҔ܄ගଯᇡޕߞҺǶ H5Ǻޗဂ୍ҔЊޑޕ፪܄ගଯགߞҺǶ ΓሞϕǴޑϕ൩ႽጕΠޑдҔЊځ܈ဂᆛઠҔЊᆶᆛઠޗӃ،చҹ(Blau, 1964)ǴޑΓሞϕࢂࡌҥߞҺ Γॺӧᆛၡϕౢғᜪ՟य़ჹय़ޗҬޑགᡏᡍǴΨ൩ࢂޗᖏགǶӃႝη୍Ўӭаޗᖏགᑽໆጕ ྎ೯ሀΓ܄ྕཪᆶޗҬ܄ޑૈΚ(Lu, Fan & Zhou, 2016)ǶᖼނᕉნቚуޗҬᔈҔำԄǴᒿϐౢғޑޗᖏགǴ ղᘐ(Lu, Fan & Zhou, 2016)ǶޑϘཁکޔૻဦȐsignalȑቹៜວБჹ፤БૈΚǵ҅ޑӼӄǴαሀ׳ډᡣΓག ߞޑቚуጕ،ܭуᄣӦϩ٦ၗૻǴԖշ׳ޣགǴᡣึ֚ޑᖼວࠔکӧᒧޣᖏགёа෧Ͽޗ ,.ᖏགԖճԋጕߞҺ(e.g., Li, 2017; Lu et alޗЎςፕޑဂ୍ޗҺག(Huang, Lee & Kim, 2014)ǶӃ ڙᖏགᡣΓགޗޑဂ୍ύޗགߞҺǴЬکߞҺޕஒߞҺϩࣁᇡزHwang, Lee & Kim, 2014)Ǵҁࣴ ;2016 ॥ᓀǴک܄ۓόዴޑዕǴफ़եҬܰکᇡޑՉࣁکᖏགቚу۶Ԝၸѐᄊࡋޗཪᆶᒃ߈ǴቚуགߞҺǹྕډ ߞҺǶޕղᘐǴගଯᇡޑޔ҅کቚуວБჹ፤БૈΚ H6Ǻޗဂ୍ҔЊޑޗᖏགගଯᇡޕߞҺǶ H7Ǻޗဂ୍ҔЊޑޗᖏགගଯགߞҺǶ ཀკނဂ୍ᖼޗکߞҺ 2.6 ډՉளڗжᡂኧǴՉࣁཀკࢂΓॺགྷा௦ޑჴՉࣁᜤаᑽໆǴࢂҔՉࣁཀკբࣁჴՉࣁܭҗ ٬ҔزဂႣෳჴՉࣁ(Zhang, Lu, Gupta & Zhao, 2014)ǶӢԜҁࣴޗཀᜫ(Baabdullah, 2018)ǴёаԖਏޑႣය่݀ ޗဂ୍ᖼނཀკǴΨ൩ࢂ៝࠼ᜫཀӧޗဂ୍ᖼວౢࠔ୍ܺޑཀკǴբࣁӢᡂኧǶ ΨࡰрߞҺჹጕᖼ่݀زՅ(Aljifri, Pons,& Collins, 2003)Ǵӭࣴفޑᄽख़ाתߞҺӧႝη୍௦Ҕၸำύ ວཀკԖᡉਏ݀(e.g., Gefen, 2000; Xu-Priour, Truong & Klink, 2014 ; Gefen & Straub, 2004; Pavlou, 2003)Ƕҗܭጕ ,ӭ॥ᓀǴߞҺёаफ़եҬܰ॥ᓀ(Hajli, Lin, Featherman & Wang, 2014)Ǵ෧Ͽซᒕ(Pavlou׳ҬܰКҬܰӸӧ 2003)ǴගଯጕҬܰޑཀკǶӕᜪǴߞҺჹޗဂ୍ᖼނཀკΨౢғϲޑਏ݀Ƕ H8Ǻޗဂ୍ҔЊޑᇡޕߞҺගଯޗဂ୍ཀკǶ H9Ǻޗဂ୍ҔЊޑགߞҺගଯޗဂ୍ཀკǶ
нпй ࢎᄬ၁კ 1Ƕزଷᆶࣴزࣴ
ࢎᄬزკ 1 ࣴ
ᡯБݤϷزࣴ.3 3.1 ၗᇆ ༤เޣޑኞᖼວౢࠔ୍ܺޔဂ൞ᡏInstagramᢀ࣮ޗኬǴᗎፎමӧၸѐΟঁДϣӧܜట௦Ҕߡճزҁࣴ ዛࠔቚу༤เᐒǶٮගڔ༤เǴҁୢڔǶࣁΑගଯୢڔୢ
3.2 ᑽໆ ᑽໆᚒᆶୖԵЎٰྍǶޑۺᄬٮ߄1ග
ၗϩБݤ 3.3 ीБݤхࡴǺޑSmartPLS 3.0ϩၗǶ٬Ҕک௦ҔSPSS೬ᡏزҁࣴ (1)௶ॊ܄ीϩǺ ྗکѳ֡ኧޑᚒۺᄬٮဂ൞ᡏ٬ҔՉࣁǹගޗکΓαीᡂޑԭϩКඔॊኬҁၗکԛኧޑी܄а௶ॊ ৡǶ (2)ߞࡋᆶਏࡋϩǺ ਏࡋȐvalidityȑϩǶکߞࡋȐreliabilityȑޑӢનϩȐconfirmatory factor analysis, CFAȑՉෳໆኳԄ܄аᡍ (3)่ᄬБำኳԄǺ ᡉޑႡݤȐbootstrappingȑຑၡ৩߯ኧܘޑኬܜᄬБำኳԄीၡ৩ୖኧǴҔ 5000 ԛख़ፄ่ޑаୃനλѳБ ଷǶزǴᡍࣴ܄
нпк ᑽໆᚒϷЎٰྍޑۺ߄ 1 ᄬ ᚒ Ўٰྍ ۺᄬ ౢࠔၗૻޑԖࠔ፦ٮኞගޔޑဂᆛઠޗ ౢࠔޑӝډວךܭኞԖշޔޑဂᆛઠޗ (ᖼౢ Ye et al. (2019ुکౢࠔၗૻٮኞёаԖਏӦගޔޑဂᆛઠޗ ܄ԖҔޕ ࠔ ᖼౢࠔुکཛྷ൨ౢࠔၗૻܭኞԖշޔޑဂᆛઠޗ ኞࡐԖ፪ޔޑဂᆛઠޗளך ܄ኞࡐԖুޔޑဂᆛઠޗளך ޕ፪܄ Ye et al. (2019) ኞޔޑဂᆛઠޗ࣮ڙࡐ٦ך ኞளࡐ໒Јޔޑဂᆛઠޗ࣮ך ΓॺԖჴሞௗኬکኞள൩Ⴝޔဂᆛઠ࣮ޗӧ ӧޗဂᆛઠ࣮ޔኞளࡐԖঁΓՅ ޗᖏག Ye et al. (2019) ӧޗဂᆛઠ࣮ޔኞளԖᆶΓϕޑག ӧޗဂᆛઠ࣮ޔኞளԖΓ܄ྕཪޑག ຑౢࠔٮኞёගޔޑဂᆛઠޗ ᇡ ჹૈΚޑᇡޕߞҺ Komiak & Benbasat (2006) ޕౢࠔޑࡐӳٮኞёගޔޑဂᆛઠޗ ޕ ౢࠔᙚޑ࠼ᢀډኞё࣮ޔޑဂᆛઠޗ ߞ (ౢࠔᙚ Komiak & Benbasat (2006ޑ၈ߞډኞё࣮ޔޑဂᆛઠޗ ߞҺޕᇡޑჹ၈ߞ Һ ޑኞࢂԖ၈ߞޔޑဂᆛઠޗᇡࣁך ኞວܿՋԖߥምޔޑဂᆛઠޗள٩ᒘך (ኞວܿՋࡐӼЈ Komiak & Benbasat (2006ޔޑဂᆛઠޗள٩ᒘך གߞҺ ኞວܿՋޔޑဂᆛઠޗᜫཀ٩ᒘך ဂ୍ᆛઠᖼວౢࠔޗԵቾӧ೭ঁך (ဂ୍ᆛઠᖼວౢࠔ Li (2017ޗёૈӧ೭ঁך ཀკނဂ୍ᖼޗ ဂ୍ᆛઠᖼວౢࠔޗᜫཀӧ೭ঁך
нпл 4.ၗϩ 4.1 ኬҁ௶ॊ܄ीϩ ՞ӭኧȐ77.0%ȑǴ܄ኬҁ่ᄬύǴζޣෳڙኞǴޔමᢀ࣮InstagramޣෳڙӅԖ443ΓǴ200Տޣෳڙޑڔ༤ቪୢ ளӧ15,000܌Д௲ػำࡋǴԃសЬाύӧ20-24ྃǴ՞К65%ǹѳ֡ޑЬाᏢғȐ91.0%ȑǴԖ90%ࢂεଣਠа ϡаΠޣ՞75%Ƕኬҁၗඔॊ၁ӵ߄2܌ҢǶ ୷ҁၗඔॊޣෳڙ ߄ 2 ᜪձ Ҟ ԛኧ % ᜪձ Ҟ ԛኧ % 27.0 54 ྃ 19-15 23.0 46 ت ܄ձ ζ 154 77.0 20-24 ྃ 130 65.0 Ꮲғ 182 91.0 25-29 ྃ 11 5.5 Ծҗ 1 0.5 ԃស 30-34 ྃ 2 1.0 ୍ܺ 10 5.0 35-39 ྃ 1 0.5 ᙍ ߎᑼ 1 0.5 40-44 ྃ 1 0.5 ᇙ 2 1.0 50-54 ྃ 1 0.5 Ϧ௲ 2 1.0 15,000 ϡаΠ 150 75.0 д 2 1.0 15,001-30,000 ϡ 37 18.5ځ Дѳ֡ ଯύ/ᙍ 20 10.0 30,001-45,000 ϡ 9 4.5 ள܌ ௲ػ εଣਠ 151 75.5 45,001-60,000 ϡ 2 1.0 ำࡋ а 29 14.5 75,001-100,000 ϡ 2 1.0܈܌زࣴ ԛԖ21.0%ځϺ1-2λਔᘤំInstagramਔ໔Ȑ22.5%ȑǴޣෳڙՉࣁǶӭኧޑኞޔᢀ࣮Instagramޣෳڙ߄3ࢂ ԛԖ21.0%ࢂځኞਔ໔Ьाӧ0.5λਔаΠȐ69.0%ȑǴޔϺᘤំInstagramਔ໔ऊ0.5-1λਔǹᢀ࣮Instagramޣෳڙ ന߈ঁДᖼວߎᚐӧ300ϡаΠǶޣෳڙޑӧന߈ঁДϣ٠คᖼວՉࣁǴ12.5%ޣෳڙޑ0.5-1.0λਔǹ58% ߄ 3 ᢀ࣮ Instagram Չࣁ ኞਔ໔ ന߈ঁДᖼວߎᚐޔ Ϻᢀ࣮ Instagram Ϻᘤំ Instagram ਔ໔
ϩ ԛኧ % ϩ ԛኧ % ϩ ԛኧ %
0.5 λਔаΠ 27 13.5 0.5 λਔаΠ 138 69.0 ค 116 58.0 0.5-1 λਔ 42 21.0 0.5-1 λਔ 42 21.0 1-300 ϡ 25 12.5 1-2 λਔ 45 22.5 1-2 λਔ 14 7.0 301-500 ϡ 19 9.5 2-3 λਔ 35 17.5 2-3 λਔ 4 2.0 501-800 ϡ 7 3.5 3-4 λਔ 16 8.0 3-4 λਔ 1 0.5 801 Կ 1,000 ϡ 16 8.0 4-5 λਔ 19 9.5 4-5 λਔ 1 0.5 1,001-1,500 ϡ 4 2.0 5-6 λਔ 3 1.5 1,501-2,000 ϡ 8 4.0 6 λਔа 13 6.5 2,001-3,000 ϡ 2 1.0 3,001-5,000 ϡ 2 1.0 ϡ(֖)а 1 0.5 5,001 ԛࢂࠔȐ17.5%ȑǴӆځࠔࢂܺးȐ37.5%ȑǴޑኞᓎၰЬाᖼວޔӧޣෳڙՉࣁǶޑኞޔӧޣෳڙ߄4ࢂ ኞޔӧᢀ࣮ޣෳڙኞᓎၰᖼວࠔȐ35.0%ȑǶ߄7ࢂޔ٠҂ӧޣෳڙޑኞޔࢂߥᎦऍ֩Ȑ12.5%ȑǴΨԖࡐӭᢀٰ࣮ ଽᅟՉಠϺǵ42%ޣෳڙޑϕǴ48%ޑኞᓎၰՉӚᅿԄޔόමӧޣෳڙޑϕՉࣁǶӭኧޑӚᅿԄޑਔ ϕǶޑኞதՉӚᅿԄޔӧޣෳڙޑ%5ܭՉϩ٦ǴϿޣෳڙޑǵ25%ނଽᅟᖼޣෳڙޑ
нпм ߄ 4 ӧޔኞޑՉࣁ මᖼວࠔ ԛኧ % මᖼວࠔ ԛኧ % း 75 37.5 ߥᎦǵ ߥᎦऍ֩ 25 12.5ܺ Պǵ Ⴌࠔ 35 17.5 ऍ֩ǵ ঁΓమዅҔࠔ 8 4.0 ଛҹǵ хх 16 8.0 మዅ ३Н 8 4.0 ᜐ 15 7.5ڬႬࠔ Ꭰη 9 4.5 ၯᔍ Ћᒮ 5 2.5 ᡏػၮҶ໕Ҕࠔ 7 3.5 ৎۚ 4.5 9 ڀވ ႟१ 11 5.5 Ҕࠔ ғᗲ 3 1.5 ᛬ࠔ 6 3.0 १ނ ዕ१ 1 0.5 ৎۚҔࠔ 1 0.5 ค 70 35.0 0.5 1 ނд१ځ
4.2 ߞࡋᆶਏࡋϩ ຑໆǴٰ܄ᡉکӢનॄໆޑձᚒߞࡋȐindividual item reliabilityȑǴၸᄬय़ჹෳໆᚒঁޑෳໆኳԄ ԖᚒϐӢનॄ܌ᄬय़ΠǴزǶਥᏵ߄Ǵҁࣴڙ0.6ҭёаௗ܈Chin (1998)ࡌǴӢનॄໆᔈ၀ӧ0.7аǴ0.5 ቹៜǶޑᄬय़ΨԖᡉܭှញૈΚǴෳໆᚒჹޑۓԖڀ0.7Ǵж߄ෳໆᚒܭໆࣣε
ܭᄬय़Cronbach’s α߯ኧӧ0.87Կ0.95ϐ໔ǴଯޑԖ܌ಔӝߞࡋᑽໆᄬय़ߞࡋǶک௦ҔCronbach’s α߯ኧزҁࣴ ෳໆޑ0.7Ǵ߄ҢӚᄬय़ܭǹಔӝߞࡋӧ0.91Կ0.97ϐ໔Ǵࣣε܄Ԗёڀ0.7Ǵ߄ҢӚᄬय़ޑࡌ܌(Nunnally (1978 Hair, Black, Babin, & Anderson, 2010)Ƕ)܄Ԗϣठڀᚒ
Larcker (1981)ࡌکFornellܭ0.72Կ091ϐ໔Ǵεܭᡂ౦Ȑaverage variance extracted, AVEȑϟڗϐѳ֡ۺӚᄬ ࣬ᜢ߯ኧǴ಄ޑ໔ۺдᄬځᆶۺ၀ᄬܭAVE ѳБਥࣣεۺԏᔙਏࡋǶᄬޑԖؼӳڀෳໆኳԄޕྗॶ0.5Ǵёޑ ҢǶ܌ձਏࡋǶ၁ಒၗӵ߄5ᆶ߄6ޑഢؼӳڀ໔ࣣۺᄬٿղձྗǴᡉҢҺޑ(ӝFornell and Larcker (1981
нпн AVE ک߄ 5 ᚒ௶ॊीӢનॄǵߞࡋ ’ᚒ ѳ֡ኧ ྗৡ Ӣનॄ Cronbach ۺᄬ ಔӝߞࡋ AVE s UF1 4.64 1.21 0.81 ޕ UF2 4.30 1.47 0.88 0.88 0.92 0.74 ԖҔ܄ UF3 4.34 1.47 0.86 UF4 4.17 1.52 0.88 EJ1 4.79 1.50 0.89 ޕ EJ2 5.08 1.45 0.88 0.93 0.95 0.82 ፪܄ EJ3 4.51 1.53 0.93 EJ4 4.55 1.51 0.92 SP1 4.28 1.64 0.84 ޗ SP2 4.87 1.44 0.82 0.87 0.91 0.72 ᖏག SP3 4.69 1.45 0.89 SP4 4.24 1.50 0.85 CT1 3.94 1.34 0.85 CT2 4.18 1.40 0.90 ᇡޕߞҺ IT1 4.01 1.50 0.85 0.92 0.94 0.76 IT2 4.08 1.40 0.90 IT3 3.80 1.37 0.87 AT1 3.62 1.55 0.94 གߞҺ AT2 3.45 1.41 0.95 0.93 0.96 0.88 AT3 3.50 1.47 0.92 PI1 3.57 1.63 0.92 ޗဂ୍ PI2 3.65 1.69 0.96 0.95 0.97 0.91 ᖼނཀკ PI3 3.58 1.66 0.97
AVE ѳБਥ ک߄ 6 ᄬय़࣬ᜢંତ ޕԖҔ܄ ޕ፪܄ ޗᖏག ᇡޕߞҺ གߞҺ ᖼނཀკ ޕԖҔ܄ 0.86 ޕ፪܄ 0.53 0.90 ޗᖏག 0.44 0.74 0.85 ᇡޕߞҺ 0.73 0.57 0.62 0.87 གߞҺ 0.69 0.51 0.56 0.85 0.94 ᖼނཀკ 0.60 0.46 0.41 0.64 0.79 0.95 ጕࢂ AVE ѳБਥǶفჹ
нпо ଷᡍکᄬኳԄϩ่ 4.3 ΚǴૈޑҢǶR²ॶж߄Ѧғᡂኧှញϣғᡂኧᡂ౦ໆ܌ଷᇥᡍǴ่݀ӵკ2زа่ᄬБำኳԄՉࣴزҁࣴ ှញૈΚǶޑϣғᡂኧှញᡂ౦ໆԖؼӳܭᄬय़ϐѦғᡂኧჹز0.58Ǵж߄ࣴ~0.33ܭਥᏵკ2ǴϣғᡂኧϐR2ϟ
კ 2 PLS ϩ่݀ ***P<0.01; **p<0.05; *p<0.10 ᜢࡋ(predictive relevance)Ǵၸ BlindfoldingБݤǴӧୖኧױႣෳޑQ2ٰຑኳԄޑ௦ҔStone-Geisserزҁࣴ ԖႣෳૈΚ(Chin, 1998)Ǵڀ0ж߄ኳԄܭᡂኧჹኳԄՉຑǴऩQ2ኧॶεޑд੮ӸځीၸำύǴմନϩၗǴճҔ ႣෳૈΚǶޑ0.49Կ0.59ϐ໔Ǵж߄่ᄬኳԄԖόᒱܭኳࠠύϐQ2ϟزਥᏵკ2Ǵҁࣴ ߞޕᖏགჹགߞҺǵᇡޗک܄፪ޕଷǴPLS-SEM ϩǴ่݀ᡉҢǴନΑزࡌҥΐঁࣴزҁࣴ ीୖኧࣣၲीᡉНޑᎩϤঁၡ৩ځH8҂ᕇЍȑǴکीୖኧ҂ၲᡉȐH5ǵH7ޑဂ୍ᖼວཀკޗҺჹ ߄7ύǴϩॊܭଷᇥᡍ่݀༼کଷࣣᕇЍǶаΠஒ่ᄬኳԄϐၡ৩߯ኧزǴH1ԿH4ǴH8ԿH9Ϥঁࣴྗ ӵࡕǺ ଷ่݀ک߄7 ่ᄬኳԄᡍ ଷ ၡ৩ ၡ৩߯ኧ t ॶ p ॶ ่݀ H1 ޕԖҔ܄ Æ ޕ፪܄ 0.26 4.66 0.00 Ѝ H2 ޗᖏག Æ ޕ፪܄ 0.63 11.96 0.00 Ѝ H3 ᇡޕߞҺ Æ གߞҺ 0.81 19.47 0.00 Ѝ H4 ޕԖҔ܄ Æ ᇡޕߞҺ 0.57 11.24 0.00 Ѝ H5 ޕ፪܄ Æ གߞҺ 0.01 0.27 0.79 ҂ᕇЍ H6 ޗᖏག Æ ᇡޕߞҺ 0.37 7.44 0.00 Ѝ H7 ޗᖏག Æ གߞҺ 0.05 0.79 0.43 ҂ᕇЍ H8 ᇡޕߞҺ Æ ޗဂ୍ᖼວཀკ -0.11 1.35 0.18 ҂ᕇЍ H9 གߞҺ Æ ޗဂ୍ᖼວཀკ 0.89 11.98 0.00 Ѝ
нпп ᖏགȐၡ৩߯ኧ=0.63Ǵt=11.96ǴޗکȐၡ৩߯ኧ=0.26Ǵt=4.66Ǵp<0.01ȑ܄ԖҔޕᇥǴٰ܄፪ޕவ ᖏགǴගϲޗک܄ԖҔޕޑၨଯำࡋډኞགޔऩჹޣෳڙӛቹៜǴᡉҢ҅ޑԖᡉ܄፪ޕp<0.01ȑჹ H2ǶکǴЍH1܄፪ޕ ᖏགȐၡ৩߯ኧ=0.37Ǵt=7.44ǴޗکȐၡ৩߯ኧ=0.57Ǵt=11.24Ǵp<0.01ȑ܄ԖҔޕߞҺٰᇥǴޕவᇡ ᖏགǴԖޗک܄ԖҔޕޑၨଯډڙኞਔǴऩགޔᢀ࣮ޣෳڙӛቹៜǴᡉҢ҅ޑߞҺԖᡉޕp<0.01ȑჹᇡ H6ǶکߞҺǴЍH4ޕᇡޑၨଯ ߞޕH7҂ᕇЍǴՠᇡکᖏགჹགߞҺ҂ၲीᡉНྗǴӢԜH5ޗک܄፪ޕவགߞҺٰᇥǴ ߞҺޕᇡޑኞਔǴၨଯޔᢀ࣮ޣෳڙӛਏ݀Ȑၡ৩߯ኧ=0.81Ǵt=19.47Ǵp<0.01ȑǴᡉҢ҅ޑҺჹགߞҺԖᡉ ගϲགߞҺǴЍH3Ƕ ဂޗဂ୍ᖼວཀკ҂ၲीᡉНྗǴH8҂ᕇЍǹགߞҺჹޗߞҺჹޕဂ୍ᖼວཀკٰᇥǴᇡޗჹ ᖼວཀკǴH9ᕇޑဂ୍ޗགߞҺёаගϲޑଯ׳ኞਔǴޔᢀ࣮ޣෳڙᡉቹៜǴᡉҢޑ୍ᖼວཀკԖ҅ӛ ளЍǶ ޕᖏགёၸᇡޗᕴਏ݀Ƕᗨฅଷ7҂ᕇЍǴՠࢂکௗਏ݀ǵ໔ௗਏ݀ޔޑനࡕǴ߄8և่ᄬኳԄ ߞҺёޕύϟӢηǶᜪ՟ӦǴЬᇡޑགߞҺکᖏགޗߞҺࢂޕ໔ௗਏ݀ǴᇡޑߞҺǴԋᡉޕᇡډߞҺ ቚуޗဂ୍ᖼວཀკޑଷ8ᗨฅ҂ᕇЍǴՠࢂᇡޕߞҺၸགߞҺǴёගଯޗဂ୍ޑᖼວཀკǴԖᡉ ύϟӢηǶޑဂ୍ᖼວཀკޗکߞҺޕ໔ௗਏ݀ǴགߞҺࢂᇡޑ ᕴਏ݀کௗਏ݀ǵ໔ௗਏ݀ޔ ߄8 ޔௗਏ݀ ໔ௗਏ݀ ᕴਏ݀ ၡ৩ ਏ݀ ၡ৩ ਏ݀
ޕԖҔ܄Æޕ፪܄ 0.257*** — — 0.257***
ޗᖏགÆޕ፪܄ 0.631*** — — 0.631*** ᇡޕߞҺÆགߞҺ 0.808*** — — 0.808*** ޕ፪܄ÆགߞҺ 0.013 — — 0.013 ޗᖏགÆᇡޕߞҺÆགߞ 0.300*** Һ ޗᖏགÆགߞҺ 0.049 0.357*** ޗᖏགÆޕ፪܄Æག 0.008 ߞҺ ޕԖҔ܄ÆᇡޕߞҺ 0.568*** — — 0.568*** ޗᖏགÆᇡޕߞҺ 0.371*** — — 0.371*** ᇡޕߞҺÆགߞҺÆޗဂ୍ ᇡޕߞҺÆޗဂ୍ᖼວཀკ -0.113 0.717*** 0.603*** ᖼວཀკ གߞҺÆޗဂ୍ᖼວཀკ 0.887*** — — 0.887***
5.่ፕᆶࡌ ፕ่زࣴ 5.1 ЬǺӵ݀ёаޑ(ᔈXiang, Zheng, Lee & Zhao (2016ڥǴ܄፪ޕӛቹៜ҅܄ԖҔޕᡉҢǴ่݀زҁࣴ ,Ye, YingکǴ܄፪ޕᖏགёගଯޗᡉҢ่݀زགᖄ่Ƕҁࣴޑඍ৹Ǵౢғ҅ӛډགޣԖਏှ،ୢᚒǴ٬Ҕ ख़ाޑނΨࢂጕᖼুکҬޗϐѦǴჴҔሡޑނᖼىၸᆛၡᅈޣठǶ่݀زࣴޑ(Zhou & Wang (2019 य़ӛ(Ye, Ying, Zhou & Wang, 2019)Ǵޗᖏགёаமϯޕ፪܄Ƕ ᇡޑኞౢғޔᢀ࣮ޣෳڙᡉҢǴ่݀زགߞҺǶࣴکߞҺޕᇡޑኞౢғޔဂ൞ᡏޗᢀ࣮ޣෳڙزҁࣴ ठǶ่݀زࣴޑ(ߞҺёаගଯགߞҺǴᆶZur, Leckie & Webster (2012ޕ
нпр ǹ่݀زࣴޑ (ᔈYe, Ying, Zhou & Wang (2019ڥቹៜǴޑჹགߞҺ҂Ԗᡉ܄፪ޕᡉҢ่݀زՠࢂҁࣴ ჹߞҺؒ܄፪ޕа܌ǴޑǴՠࢂགߞҺࢂΓሞ໔ϕౢғڙགޑΓঁܭࢂ୷܄፪ޕYe et al. (2019)ᇡࣁ ձǶޑགߞҺکߞҺޕ٠҂ፕᇡ(ਏ݀ǶόၸYe et al. (2019ޑௗޔԖ Ь٠όठǴޑ(Ye al. (2019ک (ቹៜǴԜ่݀ᆶMa, Lee & Kim (2014ޑᖏགჹགߞҺΨ҂Ԗᡉޗ ޗচӢӵΠǺ२ӃǴޑቹៜǶෳёૈޑᖏགჹߞҺԖ҅ӛޗޑဂҔЊޗᡉҢزࣴޑ (Ma, Lee & Kim (2014 ᖏޗᡉҢ่݀زགߞҺǴࣴکߞҺޕஒߞҺϩࣁᇡزਏ݀ǶҁࣴޑߞҺԖόӕޑᖏགჹёૈჹόӕቫय़ གёቚуᇡޕߞҺǴՠ҂ૈޔௗቹៜགߞҺǹޗᖏགၸᇡޕߞҺǴԶගϲགߞҺǴᇡޕߞҺࢂޗᖏ ϕჹߞޑᖏགǴόӕჹຝ໔ޗޑϕԋޑ٠҂ϩόӕჹຝ໔زԛǴҁࣴځύϟӢηǶޑགߞҺکག کޣᖏགǵޗޑ໔ϕޣᖏགಒϩࣁޗӵJiang, Rashid & Wang (2019)ஒٯҺёૈԖόӕਏ݀Ǵ ,ᄊ(Ha, JohnރЈޑុಕᑈکᖏགǶಃΟǴߞҺࢂᄊޗޑࠔ໔ϕکޣᖏགаϷޗޑৎ໔ϕ ᄽϯǴၠޑӝཥၗૻǴុۺߞکᄊǵᄊࡋރޑJohn & Chung, 2016)ǴਥᏵၗૻӝፕ(Anderson, 1991)Ǵᙑ ޑុಕᑈډ٠҂௦ҔၠයၗǴӢԜ҂ૈزቹៜǶҁࣴޑᖏགჹߞҺޗ܈ϕޗډයᢀჸКၨૈ࣮ ޗᖏགჹߞҺޑቹៜǶ ߞҺࢂጕᖼނޑᜢᗖӢનǴӧޗဂ୍ύǴߞҺჹޗဂ୍ޑᖼວཀკԖᡉޑ҅ӛቹៜ(Hajli, Sims, Zadeh, ,ӛቹៜᄊࡋǴԶቹៜՉࣁཀკ(Fishbein & Ajzen҅ۺՉࣁፕȐtheory of reasoned actionȑᇡࣁߞ܄Richard, 2017)Ƕ ߞҺჹགߞҺޕϯࣁᄊࡋǴЬᇡۺǴஒགߞҺཷۺϯࣁߞۺߞҺཷޕǶKomiak & Benbasat (2006)ஒᇡ(1975 ӛය҅ޑՉࣁکࢂჹ҂ٰཀკۺЬᇡࣁߞҺߞޑԖ҅ӛቹៜǴаϷགߞҺჹ௦ҔཀკԖ҅ӛቹៜǶՠΨԖќѦ ჴܭ(Komiak & Benbasat, 2006)Ƕ࣬ၨޕޑ১ૄکǵ॥ᓀۓफ़եόዴۺࡑ(Becerra & Korgaonkar, 2011)ǴߞҺߞ ߞᒘǵঁΓᗦޑ፤БکӵჹౢࠔǵࠔจٯǴۺߞҺߞޑىаाԖ܌Γሞᜢ߯ௗǴޑၨϿჴނᡏ႟୧Ǵጕᖼ Ǵ܄১ૄ܈ǵ॥ᓀ܄ۓόዴޕ(e.g., Johnson, 2007ǹMukherjee & Nath, 2007)ωૈլܺޕޑᆛၡӼӄᆢៈکد ਏ݀ǴՠࢂᇡޑᡉҢགߞҺԖගଯᖼວཀკ่݀زགߞҺǴࣴکߞҺޕཀკǶҁीฝஒߞҺಒϩࣁᇡނߦวᖼ চӢёૈࢂޑߞҺ҂ૈගଯᖼວཀკޕᢀᗺǶᇡޑ(ᔈKomiak & Benbasat (2006ڥߞҺჹᖼວཀკ҂ԖᡉቹៜǴޕ གߞޑဂ൞ᡏύࡌҥޗߞҺȑ҂ૈкϩඓඝǴՠࢂޕȐᇡޔ҅کΚૈޑߞᒘǵ፤Бޑࠔจ܈ౢࠔܭဂԋჹޗ ԖߥምǴӢԶᜫཀᖼວౢࠔǶکဂԋளёޗҺ٬ 5.2 ፕᔈҔᆶᡍ ԖҔޕߞҺӧޕቹៜǴаϷᇡޑߞҺޕᖏགჹᇡޗک܄ԖҔޕޑဂ൞ᡏᕉნΠޗፕЍӧ่زҁࣴ Ǵ܄ख़ाޑ፦ǴаϷགߞҺ܄ΒᆢޑΠߞҺނኞᖼޔဂ൞ᡏޗӧۓύϟਏ݀ǹޭޑᖏགᆶགߞҺ໔ޗک܄ ᡉቹៜǶޑཀკނύϟӢηаϷჹᖼޑཀკ໔ނᖼکߞҺޕᄽᇡתགߞҺ 5.3 ᆅཀ఼ ܭᖏགԖշޗޑဂ൞ᡏᕉნύޗǶ܄ख़ाޑނኞᖼޔဂ൞ᡏύޗགߞҺӧکߞҺޕЍᇡ่݀زҁࣴ ᖏޗک܄ԖҔޕᡏᡍӢનύǴѝԖޑኞᓎၰޔਏ݀ǶޑߞҺΨԖᡉޕჹᇡ܄ԖҔޕߞҺǴՠࢂޕࡌҥᇡ ቹៜǶޑᡉکௗޔගϲਏ݀ǴჹགߞҺ҂ૈౢғޑߞҺԖᡉޕགჹᇡ ޑཀკǴཀᒏགނᖼکߞҺޕཀკǴύϟᇡނཀკǴགߞҺᡉගଯᖼނௗගଯᖼޔߞҺᗨฅ҂ૈޕᇡ ᏼኁǴᜫཀᖼວౢࠔǶکىόޑဂ൞ᡏԋჹౢࠔှޗߞᒘёаլܺکЍ ᖏགޗک܄ԖҔޕᡏᡍၸำाமፓޑኞޔཀკǴӧނᖼޑኞޔဂ൞ᡏޗᗦ֖ Ǵགྷाගଯ่݀ززҁࣴ ගϲ᎙᠋ޑᇡޕߞҺǴᝩԶගଯགߞҺǴቚуᖼວཀკǶ ᆶࡌڋज़زࣴ 5.4 КၨόӕЎϯޣ܈ኬҁǴޑ܄ж߄ڀ׳ё௦Ҕزှ،Ƕ२ӃǴ҂ٰࣴزࣴҁीฝϝԖऩυ߳ज़Ǵሡा ЎϯՉǴٗሶёૈԖόޑӧόӕޣ܈ኬҁޑӭኧࢂᏢғǴӵ݀ଞჹ҆ᡏޣෳڙزᜢ߯Ƕҁࣴޑ໔ۺΠᄬ ёૈόኬǶ҂่݀ޑဂ൞ᡏ᎙᠋ᔠຎޗдځک᎙᠋Ǵޑኞޔࢂᢀ࣮InstagramޣෳڙޑزԛǴҁࣴځኬ่݀Ƕ ࡌҥሡޑӢࡕ݀ࢂցԋҥǶಃΟǴߞҺޑགߞҺکߞҺޕᇡޑࢎᄬزဂ൞ᡏᕉნΠᔠຎҁࣴޗёӧόӕزٰࣴ ਏ݀Ƕޑਔ໔ࡼуکӢࡕ݀ޑགߞҺکߞҺޕਔ໔ᔠຎቹៜᇡޑߏ׳ǴҔزाਔ໔ಕᑈǶ҂ٰёа௦Չၠයࣴ нпс 6.ୖԵЎ იݤΓѠᆛၡၗૻύЈȐ҇ 107 ԃ 12 ДȑǴ2018 ԃѠᆛၡൔǴ49-80[01] [02]ᛥࣦϐ (҇ 105 ԃ 3 Д)Ǵޗဂ୍ȨᡂȩБำԄǴϺΠᚇᇞǴ594Ǵ44-51Ƕ [03]Aljifri, H. 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