ႝη୍ࣴزǴ2004ԃহۑ!ಃΒڔǴಃΒයǴ।167-188ᆛၡᔮᕉნϐᆛઠࠔจᑽໆኳԄ.៝࠼୷ᘵᢀᗺ!݅ЈችѠࣽמεᏢҾᆅسറγႾӀמೌᏢଣ୯ሞຩܰᏢسᐽ׆ѠࣽמεᏢၗૻᆅسᄔाመװኙ࣍ྨᦞ墿ᘝၦհઔߒΔઃਢمഗ࣍ኔ᧯۩ᔭᛩቼՀࢬ࿇୶נࠐऱΔࠀլ౨ݙ٤ᔞش࣍ጻሁᆖᛎᛩቼΖྥۖؾছኙ࣍ጻీྨᦞ墿ᘝၦֱ૿ऱઔߒᄕΔڂڼءઔߒലאড়ഗ៕հᨠរΔࠐ৬مጻሁᆖᛎᛩቼխऱጻీྨᦞ墿ᘝၦᑓڤΖءઔߒଈ٣ە˔˴˾˸̅ᖂृհྨᦞ墿ઌᣂ֮Δࠀၞۖ൶ጻሁᆖᛎᛩቼհྨᦞ墿ዌ૿Δא܂ᘝၦጻీྨᦞ墿հഗ៕Ζءઔߒ಼˖˻̈̅˶˻˼˿˿ፖʳ˦̇̅˴̈˵ࢬ༼נऱ۩ᔭၦ।࿇୶࿓ݧࠐጻీྨᦞ墿ၦ।հ৬ዌੌ࿓ΔࠡխץਔԱʻ˄ʼዌ࢚ࡳᆠΔʻ˅ʼ࿇୶ംႈΔʻˆʼᇷற፦ႃΔʻˇʼొ֏ྒྷၦΔʻˈʼေ۷ய৫Δʻˉʼ࿇୶ᑑᄷၸΖءઔߒࢬ࿇୶נࠐऱψጻሁᆖᛎᛩቼհጻీྨᦞ墿ᘝၦᑓڤωΔױא৵ᥛઔߒԳڇ࿇୶ጻీྨᦞ墿ઌᣂᓵழऱྒྷၦՠࠠΔࠀڶܗ࣍ሽ೭ᆖᛜृ࿇୶ࠡءߪऱψጻీྨᦞ墿ωေ۷ՠࠠΖʳᣂڗΚྨᦞ墿Εጻీྨᦞ墿ΕጻሁᆖᛎᖂΕᘝၦᑓڤʳ
168!Electronic Commerce StudiesA Model for Measuring Web Site Brand Equity From Customer-Based Perspective in the Webonomics Environment Hsin-Hui Lin Department of Business Administration National Taiwan University of Science and Technology Department of International Trade The Overseas Chinese Institute of Technology Hsipeng Lu Department of Information Management National Taiwan University of Science and Technology AbstractCurrent models for measuring brand equity are perceived as inapplicable to the Internet marketing environment as they are targeted primarily towards the traditional marketing environment. However, current literature has not addressed the measurement of website brand equity. Thus, the purpose of this study is to develop an instrument for measuring website brand equity based on customers’ perspectives. In this study, we follow the Churchill and Straub’s processes of developing measures of marketing constructs. This paper is divided into six sections, including (1) specifying domain of construct, (2) generating items, (3) collecting data, (4) purifying measure, (5) assessing validity, and (6) developing norms. The proposed model not only provides researchers with a reliable and valid instrument for developing website branding theories, but also helps practitioners assess their customer-based e-brand equity. Key Word: Brand Equity; Web Site Brand Equity; Webonomics; Measurement Model ൘ǵق૿ኙٞᄐ٤֏א֗ᇷಛઝݾऱ߰ຒ࿇୶ΔݶຒڃᚨፖԱᇞؑᏁޣਢ༼֒ٞᄐᤁञԺऱᣂΖۖጻᎾጻሁਢվٞᄐࢷ୶ሀഏᖲհ۩ᔭܓᕴΔຘመጻሁवᢝऱีᗨΔൎႨጻీྨᦞ墿հ৬مޑᣂထጻీᆖᛜհګפፖܡΔڇጻᎾጻሁՂ৬مࠀංᐖٞᄐऱྨΔլႛवټٞᄐऱႚอྨױאڇጻՂۼΔԫٞᄐޓױຘመጻሁݶຒᖫمྨݮွΔࠀ༼ࣙٞᄐᖞ᧯ݮွΖጻీຘመԫߓ٨ऱංᐖࠐሒࠩড়
ႝη୍ࣴز!27:!ፖֆฒኙٞᄐऱᎁवፖᎁױΖٞᄐᆖᛜሽ೭Δ༉ؘႊڇጻሁՂ໌ທྨΔᨃՂጻऱԳᎁवࠩٞᄐጻీऱژڇΖۖൎ֏ྨڇ၄ृ֨խऱࠥٱွΔ༉໌ທࠌشृऱጻీោᥦᆖ᧭ΔᨃࠌشृᎁवጻీፖฒլٵऱᏝଖΖڇጻሁխΔլᓵਢՕ۟ጻሁࢋऱྨ՛۟ଡԳ࿇۩ऱሽΔྨຟਢԫጟٱွΔԫጟፖោᥦृ൷ᤛழࢬขسऱ֨խᎁवΔڕ࣠ຍᣊᎁवਢ૿ऱΔጻሁោᥦृױ౨٦Ոլᣋრ༡ڼጻሁࢋࢨૡᔹሽΖۖྨᦞ墿ঞਢԫጟྨऱᖞ᧯Ꮭଖࢨயشʻ˙˴̅̄̈˻˴̅ʿʳ˄ˌˋˌʼΖጻሁဠᚵྨऱ৬مΔፖኔ᧯ྨਢઌᅝլٵऱΔ༼ড়ኙጻీྨᖞ᧯ᏝଖऱᎁवΔאᨃড়ኙᇠጻీขسൣڶᗑऱٌ࣐۩Δਢઌᅝଖጻీྨᆖᛜृ৸ऱᓰᠲΖʳᖕᇷᄎԫٝψጻሁढؑωऱ່ᄅᓳਐנΔቃૠڇ˅˃˃ˇڣലױඨሒࠩˆˊˋˁˊᏙցऱؑᑓΖ؆Δᖕ˖ˡ˘˧ઝݾᇷಛጻ˅˃˃˃ڇጻሁՂല˄˃˃ଡଢᙇጻీᓮጻ֖ᒵՂปᙇऱ࣠᧩قΔ່חጻ֖ଚᤚঁܓऱጻీΔאࣁᔄढᣊীऱጻీ۾᜔ދปऱ˅ˌʸ່ΔطڼױवࣁᔄढጻీآࠐؑᑨԺྤᒡΖڂڼءઔߒၞԫޡࡳאࣁᔄጻీઔߒᒤΖʳط࣍መװኙ࣍ྨᦞ墿ઌᣂհઔߒΔઃਢمഗ࣍ኔ᧯۩ᔭᛩቼՀࢬ࿇୶נࠐऱΔࠀլ౨ݙ٤ᔞش࣍ጻሁ۩ᔭऱᛩቼΔڂڼءઔߒؾऱڕՀΖʳ˄ˁ৬ዌאড়ഗ៕հጻీྨᦞ墿ᘝၦᑓڤΔ༼ࠎᖂ࿇୶ጻీྨᦞ墿ၦ।ழհەੌ࿓Ζʳ˅ˁ৬مԫࠠڶॾ৫Εய৫ऱԫଡጻీྨᦞ墿ၦ।Δ܂լٵઔߒ࣠ၴऱԫଡֺለഗ៕ʻࠏڕΚ༼ࠎ৵ᥛၞ۩ሀ֮֏ֺለઔߒʼΖʳˆˁ༼ࠎጻీᆖᛜृ࿇୶ءߪऱψጻీྨᦞ墿ωᘝၦՠࠠΔشאေ۷ࠡጻీྨᖞ᧯ᏝଖፖயشհەΖʳມǵЎǵ៝࠼୷ᘵϐࠔจޑۓကྨᦞ墿հࡳᆠץܶאψֆഗ៕ωऱತ೭૿ፖאψড়ഗ៕ωऱ۩ᔭ૿ࠟଡᐋ૿Ζאತ೭ᨠរऱྨᦞ墿Δץਔತ೭ጥऱଖᨠរፖᄎૠऱᇷขᨠរΔࠡለൎᓳ࣍ٞᄐփຝፖ؆ຝሎ܂հشΖඡ२ऱᖂृኙྨᦞ墿ऱࡳᆠբດዬൕֆऱߡ৫᠏ངګ२ڣࠐط၄ृऱߡ৫ᨠኘΔڂڼΔءઔߒലಾኙψড়ഗ៕ωհ۩ᔭᨠរࡳᆠྨᦞ墿ڕՀΖʳ˙˴̅̄̈˻˴̅ʻ˄ˌˋˌʼᎁྨᦞ墿ਢطྨټጠࢬᓿղኔ᧯ขऱॵףᏝଖΖ˗̂̌˿˸ʻ˄ˌˌ˃ʼঞطᤁञऱߡ৫ᇞᤩྨᦞ墿Δᎁྨᦞ墿ਢ९ཚދᇷ࣍৬مለᤁञृՆ֗ฆ֏ᚌႨऱ࣠Ζ˞˼̀ʻ˄ˌˌ˃ʼᎁྨ
170!Electronic Commerce Studiesᦞ墿ਢਐྨຘመದ၄ृ৸ەΕტ࠹ΕवᤚΕᜤუऱิٽΔၞۖڶᐙࣹრृ۩ऱᑨڇ౨ԺΔࠡࢬᘯऱࣹრृਢਐࣹრྨࠀᄎࠏ۩၇ΔኙژขڶࡳऱᏁޣࢨਢᄎ៶طᄅขขسᏁឩ്၇۩ऱ၄ृΖ˔˴˾˸̅ʻ˄ˌˌ˄ʼᎁྨᦞ墿ਢຑ࣍ྨΕټࡉฤᇆऱԫଡᇷขࡉ႘ऱႃٽΔױ౨ᏺףՈױ౨྇ჾᇠขࢨࣚ೭ኙֆ֗၄ृऱᏝଖΖڕྨټጠࢨฤᇆޏ᧢Δࠡࢬຑऱᇷขࢨ႘ٍױ౨࿇س᧢֏Ζᇷขࢨ႘ױូᣊྨ࢘ᇨ৫Εྨवټ৫ΕᎁवᔆΕྨᜤუΕࡉࠡהᑑΕറܓᇷขնႈΖ˕˿˴˶˾̆̇̂́ʻ˄ˌˌ˅ʼطᣂএऱᨠរנ࿇ࠐৱྨᦞ墿Δהᎁྨᦞ墿ऱ໌ທױီྨፖ၄ृٌյ܂شऱመ࿓Δۖڼመ࿓ױጠਢྨᣂএऱ৬مΖྨᣂএਢྨଡࢤऱឩՕΔྨଡࢤڇ༴૪ᚵԳ֏ऱྨΔۖྨᣂএঞૹီྨਢڕ۶౨ፖ၄ृขسᓢᚰٌ֗յ܂شΖۖຘመ၄ृፖኙྨऱኪ৫֗۩Δ֗၄ृࢬუቝऱྨਢڕ۶ऱᨠኘፖ։࣫Δലڶܗ࣍ྨऱૠፖሎ܂Ζ˞˸˿˿˸̅ʻ˄ˌˌˆʼᎁΔࡳᆠྨᦞ墿ؘႊطଡܑ၄ृऱᨠរנ࿇Δהᎁড়ഗ៕ʻ˶̈̆̇̂̀˸̅ˀ˵˴̆˸˷ʼऱྨᦞ墿ਢ၄ृኙਬԫྨհ۩ᔭய࣠ࠨᖿۖ֘ᚨ࣍ྨवᢝʻ˵̅˴́˷ʳ˾́̂̊˿˸˷˺˸ʼऱฆΔڼࡳᆠץܶԱԿଡૹऱᄗ࢚Δฆ֏ய࣠ΕྨवᢝΕ၄ृኙ۩ᔭऱ֘ᚨΖڼ؆Δ˟˴̆̆˴̅ʳ˸̇ʳ˴˿ˁʻ˄ˌˌˈʼঞᖕ˞˸˿˿˸̅ऱኙྨᦞ墿ऱࡳᆠڕՀΚ˄ˁྨᦞ墿ਐऱਢ၄ृऱᎁवΔۖլਢԫࠄࠠ᧯ऱਐᑑΙ˅ˁྨᦞ墿ਢኙྨऱᖞ᧯ᏝଖᜤუΙˆˁྨऱᖞ᧯Ꮭଖᄭ۞࣍ྨऱټጠΔۖլࠐ۞࣍ྨऱኔ᧯ຝٝΙˇˁྨᦞ墿ࠀॺኙऱΔۖਢፖᤁञृઌኙֺለΙˈˁྨᦞ墿ኙತ೭ᜎயڶإ૿ऱᐙΖʳΒǵࠔจޑᑽໆؾছྨᦞ墿ऱᘝၦֱऄױ։ತ೭૿ፖড়૿ࠟጟʻ˖̂˵˵ˀ˪˴˿˺̅˸́ʿ˸̇ʳ˴˿ˁʿʳ˄ˌˌˈˎʳ˞˸˿˿˸̅ʿʳ˄ˌˌˆˎʳˣ˴̅˾ʳ˴́˷ʳ˦̅˼́˼̉˴̆˴́ʿʳ˄ˌˌˇˎʳˣ˼̇̇˴ʳ˴́˷ʳ˞˴̇̆˴́˼̆ʿʳ˄ˌˌˈˎʳ˞̅˼̆˻́˴́ʿʳ˄ˌˌˉʼΖࠡխΔֆತ೭૿ऱྨᦞ墿᥆࣍ড়ᨠऱᘝၦʻ˖̂˵˵ˀ˪˴˿˺̅˸́ʿ˸̇ʳ˴˿ˁʿʳ˄ˌˌˈʼΖൕྨࢬࠐऱ८ᏺၦΔ壆ڕᔭഇၦ༼ࣙΕᏝ墿ሟऱנΕؑ۾ڶ༼ࠐᘝၦྨࢬࠐऱತ೭Ꮭଖʻ˙˴̅̄̈˻˴̅ʿʳ˄ˌˌ˃ʼΖط࣍˄ˌˋ˃ڣأཚࠓଅᑪᘋದΔթ֧࿇Աኔ೭ፖᖂኙྨհತ೭Ꮭଖᘝၦऱૹီʻ˙˴̅̄̈˻˴̅ʿʳ˄ˌˌ˃ʼΖࠡڻΔড়૿ऱྨᦞ墿ઌለ࣍ತ೭૿Δਢ᥆ֺ࣍ለᨠऱᘝၦֱऄΔԾױ։ψড়वᤚ૿ωፖψড়۩૿ωʻ˖̂˵˵ˀ˪˴˿˺̅˸́ʿ˸̇ʳ˴˿ˁʿʳ˄ˌˌˈʼΖءઔߒലאץܶড়वᤚ૿ፖ۩૿հψড়ഗ៕ᨠរω൶ಘၗΖʳ˞˸˿˿˸̅ʻ˄ˌˌˆʼጠψড়वᤚ૿ωၴ൷ᘝၦऄΔՈ༉ਢᘝၦྨᦞ墿ऱࠐᄭΫྨवᢝΖൕψאড়ഗ៕հྨᦞ墿ωਮዌऱᨠរࠐΔྨवᢝʻ˵̅˴́˷ʳ˾́̂̊˿˸˷˺˸ʼਢ໌ທྨᦞ墿ऱᣂΖઔߒԳؘႊ
ႝη୍ࣴز!282!א൶ൺژڇ࣍၄ृ֨խऱྨवᢝΖԫጟط֨ᖂ୮ࢬ࿇୶נࠐࠠᦞऱಖᖋᑓڤϙᜤუጻሁಖᖋᑓڤϙʻ˴̆̆̂˶˼˴̇˼̉˸ʳ́˸̇̊̂̅˾ʳ˸̀̀̂̅̌ʳ̀̂˷˸˿ʼਢലಖᖋီ܂طᆏរʻ́̂˷˸̆ʼፖຑʻ˿˼́˾̆ʼࢬิګऱጻሁʻ́˸̇̊̂̅˾ʼΔᆏរז।բᚏژऱᇷಛࢨᄗ࢚Δۖຑঞז।ຍࠄᇷಛࢨᄗ࢚ၴऱᜤუൎ৫Δലڶܗ࣍൶೮၄ृփ֨ऱྨवᢝΖٚ۶ݮڤऱᇷಛ݁ױᚏژ࣍ຍଡಖᖋጻሁΔץਔՑᙰऱΕ૿ऱΕᄗ࢚ऱࢨءᔆՂઌᣂऱᇷಛΖᖕᜤუጻሁಖᖋᑓڤΔྨवᢝऱᐛױشࠟଡዌګైࠐ༴૪Κྨवټ৫ʻ˵̅˴́˷ʳ˴̊˴̅˸́˸̆̆ʼፖྨٱွʻ˵̅˴́˷ʳ˼̀˴˺˸ʼΖ۟࣍ࠡהᖂृ༼נऱᘝၦਐᑑץਔΚྨᜤუΕྨኪ৫Εྨᑵ൜৫Εྨړ৫ΕवᤚᔆΕवᤚᏝଖΕྨଡࢤΕᗑࢤΕॾٚტΕൣტࢭᘭʻ˕˿˴˶˾̆̇̂́ʿʳ˄ˌˌ˅ʿʳ˄ˌˌˈˎʳ˖̂˵˵ˀ˪˴˄˺̅˸́ʳ˸̇ʳ˴˿ˁʿʳ˄ˌˌˈˎʳ˞˸˿˿˸̅ʿʳ˄ˌˌˆˎʳ˞̅˼̆˻́˴́ʿʳ˄ˌˌˉˎʳ˟˴̆̆˸̅ʳ˸̇ʳ˴˿ˁʿʳ˄ˌˌˈˎʳˢ̊˸́ʿʳ˄ˌˌˆʼΖʳ؆Δ˞˸˿˿˸̅ʻ˄ˌˌˆʼጠψড়۩૿ωऴ൷ᘝၦऄΔऴ൷ᘝၦྨवᢝࢬ֧࿇ऱড়۩Ζࠡהᖂृ༼נऱᘝၦਐᑑץਔΚྨ࢘ᇨ৫Ε၇რᣋΕ֭בᄨᏝऱრᣋΕᏝᐘࢤΕەᐞิٽΞʻ˕˼˸˿ʿʳ˄ˌˌ˅ˎʳ˕˿˴˶˾̆̇̂́ʿʳ˄ˌˌˈˎʳ˖̂˵˵Ё˪˴˿˺̅˸́ʳ˸̇ʳ˴˿ˁʿʳ˄ˌˌˈˎʳ˗̌̆̂́ʳ˸̇ʳ˴˿ˁʿʳ˄ˌˌˉˎʳˣ˴̅˾ʳ˴́˷ʳ˦̅˼́˼̉˴̆˴́ʿʳ˄ˌˌˇʼΖʳ˔˴˾˸̅ਢ֟ᑇץܶψवᤚ૿ωፖψ۩૿ωऱᖂृΖ˔˴˾˸̅ʻ˄ˌˌ˄ʼᎁྨᦞ墿ऱิګڶնႈΔਢ໌ທᏝଖऱࠐᄭΖ։ܑਢΚʳ˄ˁྨ࢘ᇨ৫ʻ˵̅˴́˷ʳ˿̂̌˴˿̇̌ʼΚਐᅝࠡהྨऱᖑڶለࠋऱ؆ᨠΕᏝଖΔࢨঁܓࢤለࠋழΔড়սᄎᥛऱ၇ءྨΖኙٚ۶ٞᄐۖߢΔञ࠷ᄅড়ࢬᏁऱګءለ࣍ፂ៱ڶড়Δڂڼ၄ृऱྨ࢘ᇨ৫ױࠌᐗ૾܅լ֟۩ᔭګءΖ܀ྨ࢘ᇨ৫ؘႊ৬مڇڶࠌشऱᆖ᧭ՂΖʳ˅ˁྨवټ৫ʻ˵̅˴́˷ʳ˴̊˴̅˸́˸̆̆ʼΚਐኙ࣍ࡳऱขΔ၄ृኙਬԫྨऱᎁᢝࢨڃᖋΖྨवټ৫ऱૹࢤڇ࣍वټྨᄎ٨Ե၇ֱூփףאေ۷Δۖૉԫլवټऱ૽سྨঞৰ֟ᄎ၄ृࢬەᐞΖʳˆˁवᤚᔆʻ̃˸̅˶˸˼̉˸˷ʳ̄̈˴˿˼̇̌ʼΚਐፖࠡהྨઌለΔড়ኙ࣍ᇠྨขࢨࣚ೭ऱ٤૿ᔆေၦΔٍܛᖞ᧯ࢤᔆհऱᎁवΖʳˇˁྨᜤუʻ˵̅˴́˷ʳ˴̆̆̂˶˼˴̇˼̂́ʼΚٚ۶ፖྨઌᣂऱࠃढԫࠏڕΚ؆ᨠΕขܓ墿ΕץᇘΕᔭຏሁࢨݮွԫ౨ᚥܗ၄ृᇷಛࠀ࠰ܗྨࡳۯΖྨᜤუਢಖᖋխٚ۶ፖྨઌຑऱิٽΖʳˈˁࠡהറ᥆ऱྨᇷขʻ̂̇˻˸̅ʳ̃̅̂̃̅˼˸̇˴̅̌ʳ˵̅˴́˷ʳ˴̆̆˸̇̆ʼΚץਔറܓᦞΕᑑ֗ຏሁᣂএΖࠡפشڇ࣍౨ᝩ܍ᤁञृॿ፱ิ៣ऱ၄ृഗ៕֗࢘ᇨ৫Ζʳ؆Δ˔˴˾˸̅ʻ˄ˌˌˉʼྨᦞ墿ေ۷ԼΔץਔ˄ˁ࢘ᇨ৫ေ۷ΚᏝயᚨΕየრ৫Я࢘ᇨ৫Ι˅ˁवᤚᔆЯᏆᖄࢤေ۷ΚᔆᎁࡳΕᏆᖄࢤЯ࠹ᦟ०৫ΙˆˁᜤუࢤЯฆ֏ေ۷ΚᏝଖᎁवΕྨଡࢤΕٞᄐᜤუΙ
172!Electronic Commerce Studiesˇˁवټ৫ေ۷ΚྨवᤚΙˈˁؑणउေ۷Κؑ۾ڶΕؑᏝΕຏሁΖছᣊਐᑑז।၄ृኙྨऱᎁवΔᇠᎁवএᖕྨᦞ墿ऱଡ૿ٻΚྨ࢘ᇨ৫ΕवᤚᔆΕྨᜤუ֗ྨवټ৫ΖรնᣊঞਢࠟጟؑणउΔז।ࠐ۞࣍ؑۖॺ၄ृऱಛஒΖڂڼΔᖕ˔˴˾˸̅ʻ˄ˌˌˉʼࢬ༼հො።ψवᤚ૿ω֗ψ۩૿ωհྨᦞ墿Օዌ૿Δ܂ءઔߒྨᦞ墿ᘝၦዌ૿հഗ៕ΖאՀ٦ၞԫޡ൶ಘဠᚵᛩቼڶܑ࣍ኔ᧯ᛩቼհᗑࢤΔא৬مॣޡऱጻీྨᦞ墿ᘝၦዌ૿ΖʳΟǵᆛၡᔮᕉნϐࠔจࡌᄬSchwartz(1996)┄抯ℕ⊚㠿䤓⚜峭ᇷ偁恾倢䉮⸇ᇸ(webonomics)∕ⅲ嫷偁恾㣑ⅲ䤓倢䉮嫛䍉᧨┄抯⒉咖⍂倀倢䉮⸇ₜ⚛䤓ᇷ偁恾倢䉮⸇ᇸ᧨␅䍉䲽㠿䤓倢䉮尞ⓖᇬ⯦㠿⨚㏚䤓強ヲ侊倀ᇬ䲽㠿䤓櫶⸱嫛䍉ᇭ拝♊⺜㡋❐䓛㶙䥙䤓ㆉ㱚咖嫰摞⃚䪣䴅᧨䤕㢾䵚⪉㡋浣嫛敆䜿⬒ₚ㓏䤋⻤⒉∕䤓᧨力偁恾壪㝻䜿⬒咖浣䜿⬒␆㦘ₜ⚛䤓倢䉮拚⇫㲰㆞ᇭ㦏扠䪣䴅㘱岝㦘桫ⅴ䀗彊劔䍉⺝⚠䤓偁恾嫛敆巿櫛᧨⮩㠇楕₼⦷楀䱐㶙咖⸘⏷㊶巿櫛(Milne, 2000)ᇭMiyazaki and Fernandez(2001)崜䍉⦷榊⟕╨䜿⬒ₚ᧨楀䱐㶙咖⸘⏷㊶䍉㟎ㄫ㳮㱚ⅴ♙䀗彊劔⦧浣⏸⮶尐桫㉒巿櫛᧨䠅䀗彊劔択拝偁恾拁嫛律䓸㣑᧨偩ₙ榅➽⟕㉔檗ㆉ䵚偩ₙ律䓸劔䤓≰↊ᇭ♵⮥᧨䟀㡋偁䵨❐䓛榏択拝偁恾♿拁嫛ℳ㢢᧨Aaker et al.(2000)崜䍉偁恾䤓䔈㊶∎㈦䀗彊劔⦷偁䵨ₙ咖␅Ⅵⅉ䄬抩㣑᧨厌㈦Ⓙ咖崁❐䓛㦘桫䤓浣泦ᇭ㷳⮥᧨Armstrong and Hagel(1997)㇆嵎䯍刳㢾偁椪偁恾䤓㦻役ᇭ㢾㟔偁恾倢䑮劔⦷偁椪偁恾ₙ䍉␅㓏倢䑮䤓偁䵨┄抯偩ₙ䯍刳ⅴ㇆▥櫶⸱桫≑᧨䟀㷳∕㙟浧偁䵨䯍刳䤓㷲槱浣泦㎮♦᧨⺖㦒⺜ㆉ䵚㇆╱偁䵨❐䓛㦘㓏┸䥙䟀㡋偁恾䤓⇝拁⏴椫䮨᧨偁恾₥䟛₼䤓䶅䒼㍔ㇱ⺖㹣浣₥䟛₼㦃ㇱ┖䍗᧨㇆╱❐䓛䤓ㆉ䵚⃮⺖㦒㢾←㯼⦷偁恾ₙⷧ㿊䤓檔桫昄⥯侯ᇭ⥯㷳᧨䍉㙟◖偁䵨❐䓛䤓⎈⋋᧨ⅴ楀䱐㶙咖⸘⏷㊶䍉⪉䮝⃚ᇷ≰↊ᇸⅴ♙ᇷ䯍刳浣泦ᇸℵ䍉摜尐㱚槱᧨抨K⻳槱⦷⏗ⓜ䤓❐䓛㶙䥙摞嫷₼₵㦹┯ⅴ岝嵥᧨㢾㟔⍂倀❐䓛㶙䥙⃚摞嫷᧨₵ₜ厌⸛⏷拸䞷㡋偁恾䜿⬒ₚ䤓偁䵨❐䓛㶙䥙⃚嫰摞ᇭ⥯㷳᧨㦻䪣䴅劒摞偁恾䜿⬒₼❐䓛㶙䥙⃚䗷䔈㊶᧨㘱侱❐䓛㶙䥙䤓␅Ⅵ槱⚠᧨拁力⦷㷳㠿咗䜿⬒ₚ⺜偁䵨❐䓛㶙䥙䦇桫㱚槱拁嫛㠃咖≽㷲ᇭⅴₚ氥⏗摬⺜偁䵨❐䓛㶙䥙┯ⅴ⸩券᧨␅㈛⺖偁䵨❐䓛㶙䥙䤓␅Ⅵ槱⚠㠃Ⱁₚᇭ
ႝη୍ࣴز!284!()ᆛઠࠔจ˔˴˾˸̅ʻ˄ˌˌ˄ʼᎁྨᦞ墿ਢψຑ࣍ྨΕټࡉฤᇆऱԫଡᇷขࡉ႘ऱႃٽΔױ౨ᏺףՈױ౨྇ჾᇠขࢨࣚ೭ኙֆ֗၄ृऱᏝଖωΖڇጻᎾጻሁᛩቼխΔጻీऱټڗ༉ਢྨऱټጠΔࠏڕΔࣁᔄጻీխऱ˸ˀ˵˴̌ΕᎩؘΔਢԫଡጻీټጠٍԫଡྨټጠΖڂڼψྨᦞ墿ωڇጻᎾጻሁᛩቼՀܛψጻీྨᦞ墿ωΖٍܛጻీྨᦞ墿ਢψຑ࣍ጻీྨፖጻీᑑऱԫႈᇷขࡉ႘ऱႃٽΔױ౨ᏺףࢨ྇ჾࠡขࢨࣚ೭ኙᇠጻీࢨ၄ृऱᏝଖωΖʳ(Β)ᆛઠࠔจߞҺڇᇷಛجᛒऱழזΔޢᑌᇷறຟڶՂՏጟլٵऱࠐᄭΔڶࠉᘸਬጟױॾٚऱྨ܂ཕᐝীזԳΔթ౨߰ຒԱᇞటઌΖڼ؆Δ˖˴̅̃˸́̇˸̅ʻ˅˃˃˃ʼᎁؚጻీྨऄঞհԫਢ৬م࠱။ऱॾᥩΖٍܛ၄ृऱՑᅾਢጻీګפऱᣂΔૉਢጻీ౨ᤢড়ॾٚΔՑᅾঁ౨৬مΖʳڇᒵՂढڂైհઌᣂ֮խΔՕڍᑇᖂृൎᓳڜ٤ࢤਢ၄ृᙇᖗՂጻढऱڂైհԫΙ˦̃˴̅ʳ˴́˷ʳ˕̈̆̆˺˴́˺ʻ˄ˌˌˉʼਐנΔګפऱጻሁሽٌؘ࣐ᏁঅೳټࢤΕڜ٤ࢤΕٌ࣐ګء܅ԿՕٙΖ˛̂˹˹̀˴́ʳ˴́˷ʳˡ̂̉˴˾ʻ˄ˌˌˉʼٍམ।قΚڜ٤ࢤਢᐙጻሁढऱڂైհԫΖ˙̅˴̀˸ʳ˴́˷ʳ˚̅˴˷̌ʻ˄ˌˌˈʼڇጻሁՂၞ۩ၲ࣋ڤം࠴ᓳΔٍ࣠࿇ᐙࠌشृආ۩ጻሁढऱڂైץਔΚॾشᇆڇጻሁႚᙁऱڜ٤ംᠲΕٌ࣐ኙွΖˠ˼̌˴̍˴˾˼ʳ˴́˷ʳ˙˸̅́˴́˷˸̍ʻ˅˃˃˄ʼᎁ၄ृᇷಛऱڜ٤ᚏژፖႚᎠፂᢀឆߏᦞऱૹޡᨏΖˠ̂˿˿˴ʳ˴́˷ʳ˟˼˾˸̅ʻ˅˃˃˄ʼࡳᆠψڜ٤ࢤωঅᎽᇷಛࢨߓอ܍࣍ॺᦞृऱԵॿΖʳ˞˼˸˿̌ʻ˄ˌˌˊʼऱᓳٍ᧩قΔ၄ृլᣋڇᒵՂढऱڂհԫ୭ࢢڇጻᎾ़ၴխ؈װឆߏᦞΖˠ˼̌˴̍˴˾˼ʳ˴́˷ʳ˙˸̅́˴́˷˸̍ʻ˅˃˃˄ʼᎁ၄ृڇᄐٌ࣐መ࿓խᇷಛऱឆߏᦞΔլᓵൕऄ৳ፖሐᐚऱᨠរઃ၄ृऱૹᦞ墿Ζˠ̂˿˿˴ʳ˴́˷ʳ˟˼˾˸̅ʻ˅˃˃˄ʼࡳᆠψឆߏᦞωড়ፖሽ೭ጻీٌ࣐ࠐཚၴΔᇠጻీ౨ജ࠷ଡԳհॾٚΔࠀኙࠡࢬნႃऱٺᣊᇷಛհঅᥨ౨ԺΖʳڼ؆Δˠ̂˿˿˴ʳ˴́˷ʳ˟˼˾˸̅ʻ˅˃˃˄ʼ༼נڜ٤ࢤፖឆߏᦞઃॾٚऱૹዌ࢚Δൎ௺ᐙထऱሽ೭ߓอհګפΖڇᖙ܂ՂΔጻీྨऱॾٚ৫ױאຘመᘝၦ၄ृኙ࣍ᇠጻీऱڜ٤ࢤΕױᔾࢤΕឆߏᦞঅᥨംႈऱᎁٵ࿓৫ࠐᛧΖʳ
174!Electronic Commerce Studies(Ο)ᆛઠࠔจޗဂᡏᡍ˦˶˻̊˴̅̇̍ʻ˄ˌˌˌʼᎁΔط࣍ጻᎾጻሁࠠໂ৫յ೯ࢤऱᐙΔႚอٻ᧯៶طլឰᐾ࣋ࢬขسᣠࣚ၄ृऱֱڤലլ٦ᔞش࣍ጻᎾጻሁΔٍܛ৬مጻీྨऱᣂຟਢڇ࣍໌ທፖড়ၴऱյ೯ᣂএΔط࣍၄ृᖑڶᇷಛ൷گऱ൳ᦞΔലኙ࣍ᐗႚᎠऱಛஒڶለऱᑑᄷΖڂڼᐗႨؘૹᄅ৸ەྨऱ৬مֱڤΔאᇞެ၄ृऱംᠲ࠷זመװᣠࣚڤऱ۩ᔭֱڤΖڼ؆Δʳ˙̂̅̅˸̆̇˸̅ઔߒֆऱ˝˼̀ʳˡ˴˼˿ঞലຍጟףԵյ೯ڤࣚ೭ऱऄጠհ᧯᧭۩ᔭʻ˸̋̃˸̅˼˸́̇˼˴˿ʳ̀˴̅˾˸̇˼́˺ʼΔᎁ౨ᖄ֧၄ृኙྨऄऱਢ᧯᧭ΔۖॺطᐖܫࢬขسऱवᤚΖʳྥΔۖ˦˶˻̀˼̇̇ʻ˄ˌˌˌʼ༼נऱ᧯᧭۩ᔭʻ˸̋̃˸̅˼˸́̇˼˴˿ʳ̀˴̅˾˸̇˼́˺ʼലݙᖞ༴૪᧯᧭ࢬො።ऱ૿ٻΔࠡு֨ᨠ࢚հԫਢሎشฃ᧯᧭ᑓิʻ˦˘ˠ̆ʼΫץܶტࡴ᧯᧭Εൣტ᧯᧭Ε৸ە᧯᧭Ε۩೯᧯᧭Εא֗ᣂᜤ᧯᧭Δፖড়ᄮຏΔၞۖܮ֧ড়Δࡳᆠ༴૪ڕՀΚʳ˄ˁტࡴʻ̆˸́̆˸ʼ᧯᧭Ϋ໌ທवᤚ᧯᧭ऱტᤚΔץਔီᤚΕᦫᤚΕᤛᤚΕ࠺ᤚΕፖႸᤚΖʳ˅ˁൣტʻ˹˸˸˿ʼ᧯᧭Ϋൣტ۩ᔭ္ޣড়փڇऱტൣፖൣፃΔؾᑑਢ໌ທൣტ᧯᧭Δࠡᒤطፖྨᄵࡉإ૿֨ൣऱຑΕࠩᦟᑗፖᧀ႙ऱൎ௺ൣፃΖʳˆˁ৸ەʻ̇˻˼́˾ʼ᧯᧭Ϋ৸ە۩ᔭ္ޣऱਢཕԺΔؾᑑਢشψ໌რωऱֱڤࠌড়໌ທᎁवΕፖᇞެംᠲऱ᧯᧭Ζ৸ە္ޣᆖط᧫࡛Ε֧ದᘋᔊΕਗದড়܂ႃխፖ։ཋऱ৸ەΖʳˇˁ۩೯ʻ˴˶̇ʼ᧯᧭Ϋ۩೯۩ᔭऱؾᑑਢᐙߪ᧯ऱڶݮ᧯᧭Εسীኪፖյ೯Δ៶ڼ᠆༄ড়ऱسΔᄎขسড়۞࿇ࢤऱ۩Ζʳˈˁᣂᜤʻ̅˸˿˴̇˸ʼ᧯᧭Ϋᣂᜤ۩ᔭץܶტࡴΕൣტΕ৸ەΕፖ۩೯۩ᔭᐋ૿Ζᣂᜤ۩ᔭ၌။ଡԳԳΕߏԳൣტΔڂۖףՂψଡԳ᧯᧭ωΔۖᨃଡԳፖუ۞ݺΕהԳΕࢨਢ֮֏ขسᣂᜤΖᣂᜤ೯ऱ္ޣ۞ݺޏທऱଡԳྐඨΔؾऱਢܑԳขسړტΔᨃԳࡉԫଡለᐖऑऱषᄎߓอขسᣂᜤΔڂڼ৬مൎۖڶԺऱྨᣂএፖྨषᆢΖʳڂڼΔ˔˴˾˸̅ʳ˸̇ʳ˴˿ˁʻ˅˃˃˃ʼᎁ໌ທנإ૿ऱᆖ᧭Δጻీؘႊ୲࣐ࠌشΔࠀྤᓵਢ༼ࠎᇷಛΕୡᑗΕٌ࣐ᏝଖΔጻీؘႊ౨༼ࠎߩജᨃ၄ृທऱطΖਚᆖط༼ࠎٺႈᏝଖΔ༼၄ृፖጻీऱإ૿᧯᧭ტ࠹Δലᄎኙ৬مൎႨጻీྨڶࢬܗ墿ΖʳڇဠᚵխΔ˔̅̀̆̇̅̂́˺ʳ˴́˷ʳ˛˴˺˸˿˜˜˜ʳʻ˄ˌˌˊʼ༼נषᆢਢጻᎾጻሁऱءᔆհԫΖጻᎾጻሁऱ࿇ሒΔࠌՕฒᆖطጻሁ༉౨ڇጻሁխઌյᄮຏΕٌੌΔຍࠄԳڇጻሁऱխڂڶထઌٵऱᘋᔊࢨહནΔڇጻሁխᆢႃࠐಘᓵ٥ٵऱᇩᠲΔݮګڍဠᚵषᆢʻ̉˼̅̇̈˴˿ʳ˶̂̀̀̈́˼̇̌ʼΖࠀ
ႝη୍ࣴز!286!ᎁጻሁՂ່༄ᤁञԺऱᄐীኪലᄎਢࢬᘯऱဠᚵषᆢΖጻీಾኙဠᚵؑऱ۩ᔭฃՈؘႊૹᄅەၦषᆢګڇ൷ᤛषᆢழᄎषᆢࢬᐙΔۖຍࠄᐙץܶषᆢᄎհၴऱյ೯ൣტΕषᆢءߪኙࠡፖګऱᖿᚐΕषᆢ༼ࠎऱᇷಛփ୲ऱ᠆༄࿓৫Εषᆢআၞࠡګ৸ەऱֱڤΖʳڂڼءઔߒᎁ౨ᖄ֧၄ृኙྨऄऱਢ᧯᧭ΔڇጻሁՂ৬مྨ່ૹऱਢ໌ທ၄ृោᥦᆖ᧭ऱྨΙࠀൎᓳषᆢਢጻᎾጻሁऱءᔆΔڂڼڇጻీោᥦ߲᧤ழՈؘႊەၦ၄ृڇ൷ᤛषᆢګழᄎषᆢࢬᐙΔڂڼءઔߒലጻీྨ᧯᧭ፖጻీषᆢࠟՕᨠ࢚ნᖞګψጻీྨषᆢ᧯᧭ωΖءઔߒലא˦˶˻̀˼̇̇ʻ˄ˌˌˌʼ༼נऱ᧯᧭૿ٻΔץਔტࡴ᧯᧭Εൣტ᧯᧭Ε৸ە᧯᧭Ε۩೯᧯᧭Εא֗ᣂᜤ᧯᧭܂ᘝၦഗ៕Ζʳਚطᇠີ֮൶ಘհ࣠Δءઔߒല಼˔˴˾˸̅ʻ˄ˌˌ˄ʼࢬ༼נհՕྨᦞ墿ዌ૿܂ഗ៕Δࠀەၦဠᚵᛩቼխྨᦞ墿հ৬ዌΔၞ۩ᚨڶऱᓳᖞଥإΔ༼נψवᤚጻీྨᔆዌ૿ωΕψጻీྨ࢘ᇨ৫ዌ૿ωΕψጻీྨवټ৫ዌ૿ωΕψጻీྨᜤუዌ૿ωΕψጻీྨॾٚዌ૿ωא֗ψጻీྨषᆢ᧯᧭ዌ૿ωքႈᓵࢤዌ૿Δࠐ܂࿇୶ጻీྨᦞ墿ၦ।ംႈհഗ៕Ζʳୖǵᆛઠࠔจໆ߄ࡌᄬኳԄءઔߒᠲψጻሁᆖᛎᛩቼհጻీྨᦞ墿ᘝၦᑓڤˀড়ഗ៕ᨠរωΔءઔߒؾऱΔೈԱൕ֮խەᘝၦྨᦞ墿ԫ֏ྒྷၦዌ૿א؆ΔࡸᏁኙጻሁᛩቼխྨᦞ墿ڇဠᚵհᗑࢤףאូნᖞΔၞԫޡಾኙጻీྨᦞ墿ऱၦ।ੌ࿓ፖֱऄΔ༼נԫψጻሁᆖᛎᛩቼհጻీྨᦞ墿ᘝၦᑓڤωΖᣂ࣍ጻీྨᦞ墿ၦ।৬ዌհᖞ᧯ੌ࿓ΔءઔߒូԱၦ।࿇୶ֱऄᓵऱઌᣂ֮ʻࠏڕΚ˖˻̈̅˶˻˼˿˿ʿʳ˄ˌˊˌˎʳ˦̇̅˴̈˵ʿʳ˄ˌˋˌʼΔ༼נڕቹ˄ࢬقऱψড়ഗ៕հጻీྨᦞ墿ၦ।৬ዌᑓڤωΔᇠቹխࠀ༴૪ԱٺଡၸࢬආشհઔߒՠࠠፖอૠֱऄΖאՀലດޡᎅࣔޢଡၸࢬؘႊၞ۩ऱาຝੌ࿓Δࠀᇞᤩޢଡઔߒՠࠠፖփ୲Δ܂৵ᥛઔߒԳፖሽ೭ᆖᛜृڶயေ۷ࠡጻీྨᦞ墿հᘝၦՠࠠΖʳ
176!Electronic Commerce StudiesࣴزࢬำࣴزБݤᆶπڀࣴزϣᄬۺሦୱࣚۓЎࣴزᄬۺཷۺϯۓက2/ᄬۺۓကᘜયᄬۺϐᄬय़܈य़ӛวୢӝЎᇆ൨،ۓໆ߄Ԅᡍፓ،ۓᒧᜪձ3/วୢख़ा٣ҹמೌуΕਏࡋຑୢขᗺဂᡏ،ۓܜኬБݤ،ۓኬҁೕኳ4/ၗᇆՉܜኬߞࡋᆶୢϩBMQIB!߯ኧ5/પϯෳໆմନόؼୢᆶᘜયᄬय़܄Ӣનϩዴߥᄬۺਏࡋᔠᡍໆ߄ޑୢࢂցࣁటෳϣਏࡋᄬۺޑж߄܄ኬҁ6/ຑਏࡋਏᜢᖄਏࡋᔠᡍໆ߄ϩኧᆶѦӧਏϐԏᔙձਏࡋ໔ޑ࣬ᜢำࡋᔠᡍໆ߄ё҅ෳໆрځ܌టᑽໆᄬۺ܈፦ϐำࡋύՏኧ7/วྗԭϩՏኧวෳໆຑྗྗৡኬҁϩኧϐीϩଛѳ֡ኧ///კ2!!៝࠼୷ᘵϐᆛઠࠔจໆ߄ࡌᄬኳԄǵᄬۺۓက࿇୶ጻీྨᦞ墿ྒྷၦՠࠠऱรԫޡᨏؘႊၞ۩ዌ࢚ࡳᆠऱՠ܂Ζຍਢᓵ࿇୶ՀऱขढΔ،ਢഗ࣍Գᣊऱᨠኘۖवऱࢼွᄗ࢚Δ܀থլ౨Գᣊऴ൷ᨠኘࢨၴ൷ᨠኘۖྒྷၦנࠐΔࠏڕΚೣߠΕཕΕषᄎچۯΕጟගࣴီΔא֗ءઔߒ༼֗ऱྨᦞ墿Εጻీྨᦞ墿ΖਢਚΔዌ࢚ਢԫጟࢼွऱᄗ࢚ΔਢԳᣊ໌ທנࠐऱټဲΔط࣍ઝᖂऱ࿇୶ࠀլ౨ڇڶ壄ᒔྒྷၦՠࠠऱൣቼՀၞ۩Δڂڼ࿇୶ዌ࢚ऱྒྷၦՠࠠਢषᄎፖጥઝᖂ࿇୶ऱഗءޡᨏΖʳ࿇୶ዌ࢚ऱྒྷၦՠࠠଈ٣ؘႊኙᇠዌ࢚ၞ۩ᄗ࢚֏ʻ˶̂́˶˸̃̇̈˴˿˼̍˴̇˼̂́ʼऱޡᨏΔ˕˴˵˵˼˸ʻ˄ˌˌˋʼᎁᄗ࢚֏መ࿓ऱ່ึ࣠ਢԫิڇݺଚ֨խऱࡳਐᑑΖਢਚΔڇ࿇୶ጻీྨᦞ墿ၦ।ऱᄗ࢚֏ၸঞؘႊኙጻీྨᦞ墿ၞ۩ࢼွࢤࡳᆠΔࠀൕ֮൶ಘխូנྒྷၦጻీྨᦞ墿ऱٺጟዌ૿ʻ˗˼̀˸́̆˼̂́ʼ֗૿ٻʻ˙˴˶˸̇̆ʼʳʻ˖˻̈̅˶˻˼˿˿ʿʳ˄ˌˊˌʼΔءઔߒൕ֮խូנऱጻీྨᦞ墿ᄗ࢚ࢤዌ૿Δץਔψጻీྨ࢘ᇨ৫ዌ૿ωΕψጻీྨवټ৫ዌ૿ωΕψवᤚጻీྨᔆዌ૿ωΕψጻీྨᜤუዌ૿ωΕψጻీྨॾٚዌ૿ωא֗ψጻీྨषᆢ᧯᧭ዌ૿ωΔڇᒔࡳዌ૿৵Δঞؘႊၞԫޡ࿇୶נߩאז।ٺዌ૿ऱਐᑑፖംႈΖʳ
ႝη୍ࣴز!288!ΒǵୢวڇຍଡၸխΔၦ।࿇୶ृؘႊಾኙޢଡጻీྨᦞ墿ዌ૿ၞ۩ംႈ࿇୶ऱՠ܂Ζڼၸൄشऱઔߒݾץਔ֮፦༈ʻ˟˼̇˸̅˴̇̈̅˸ʳ˦˸˴̅˶˻ʼΕᆖ᧭ᓳʻ˘̋̃˸̅˼˸́˶˸ʳ˦̈̅̉˸̌ʼΕૹࠃٙݾʻ˖̅˼̇˼˶˴˿ʳ˜́˶˼˷˸́̇ʳ˧˸˶˻́˼̄̈˸ʼΕא֗ྡྷរᆢ᧯ʻ˙̂˶̈̆ʳ˚̅̂̈̃ʼֱऄʻ˖˻̈̅˶˻˼˿˿ʿʳ˄ˌˊˌʼΖڇ࿇୶ംႈၸױא։ګՀ٨༓ଡޡᨏࠐၞ۩Κʳଈ٣ױא಼ءઔߒ֮൶ಘូנψवᤚጻీྨᔆዌ૿ωΕψጻీྨ࢘ᇨ৫ዌ૿ωΕψጻీྨवټ৫ዌ૿ωΕΕψጻీྨᜤუዌ૿ωΕψጻీྨॾٚዌ૿ωא֗ψጻీྨषᆢ᧯᧭ዌ૿ωքଡᓵࢤዌ૿Δࠐ܂࿇୶ጻీྨᦞ墿ၦ।ംႈհഗ៕Δࠀە֮ެࡳၦ।ڤፖڍ֟ᙇႈΖʳڇॣޡऱംႈิٽ࿇୶נࠐհ৵Δຘመᆖ᧭ᓳऄࠐᇖൎ٣ছऱംႈิٽΖءઔߒڜඈፖڍۯڶᆖ᧭ऱኔ೭֗ᖂറ୮ၞ۩ᓫΔᓫऱኙွץਔΚጻీᆖᛜᄐृΕ۩ᔭઔߒԳΕՕᖂඒࢨઔߒᖲዌհറ୮Δᓮࠡ༼נጻీྨᦞ墿ٺዌ૿հૹംႈΔᓫհ৵ല಼ᖂृറ୮հრߠΔۖኙॣޡऱംႈิٽၞ۩ଥإΔຍലױאࠌॣޡऱംႈ࿇୶ޓࠠڶփ୲ய৫ʻ˶̂́̇˸́̇ʳ̉˴˿˼˷˼̇̌ʼፖ।૿ய৫ʻ˹˴˶˸ʳ̉˴˿˼˷˼̇̌ʼΖʳሎشૹࠃٙݾፖྡྷរᆢ᧯ࠐᒔঅംႈૠऱݙᖞࢤΔૹࠃٙݾਢૠൣቼΔࠐᨃڶᆖ᧭ऱ၄ृಘᓵױ౨ขسհუऄࢨ۩ʻ˙˿˴́˴˺˴́ʿʳ˄ˌˈˇʼΔٍܛؘႊאԫጟࠠኘԺऱֱڤΔല၄ृژڇ࣍֨խऱྨवᢝܧנࠐΖءઔߒආشࠠڶᇷጻሁढᆖ᧭ऱˋۯ၄ृࢬิګऱྡྷរᆢ᧯ʻ˹̂˶̈̆ʳ˺̅̂̈̃ʼࠐ֧࿇ၲ࣋ࢤऱಘᓵʻ˖˴˿˷˸̅ʿʳ˄ˌˊˊʼΔᓮࠡ༼נψࣁᔄጻీऱୌࠄᔆᄎ༼ࣙڇ܃֨խऱᏝଖΔୌࠄڂైᄎᨃ܃ขس૿ေᏝωΔۖಘᓵऱመ࿓ലղאᙕଃژᢞΔ൷ထࠉᖕᙕଃऱփ୲ࠐ։࣫ڼˋԳऱூࠀნᖞנ༓ՕᣊംႈΔאڼംႈิٽፖ٣ছଥإ৵ऱംႈิٽֺኙΔشאᛀ᧭ംႈऱݙᖞࢤፖփ୲ய৫Ζʳ৬مၦ।ዌ࢚ய৫Δၦ।ംႈೈጻీྨᦞ墿ംႈ؆Δٍױەᐞലய৫ေ۷ംႈΔࠏڕലᖞ᧯ጻీྨᦞ墿ംႈΔףאԵΖࠀᙅ༛ࠌش壄ᒔऱشΔᝩ܍ᇬംᠨૹംᠲʻ˷̂̈˵˿˸ˀ˵˴̅̅˸˿˸˷ʳ̄̈˸̆̇˼̂́ʼঞΖʳڂڼΔءઔߒࢬઔᚵॣޡऱംႈխΔˇΕˈΕˉΕˌΕ˅ˇΕ˅ˈΕ˅ˉΕ˅ˊΕˆ˄Εˆ˅Εˆˇᠲە˟˴̆̆˴̅ʳ˸̇ʳ˴˿ˁʳʻ˄ˌˌˈʼΙംႈ˅Ε˄˃Ε˄ˆΕ˄ˇΕ˄ˋΕ˄ˌΕ˅ˇΕ˅ˉە˔˴˾˸̅ʻ˄ˌˌˉʼΙʳംႈ˄ΕˊΕ˄˄Ε˄˅Ε˄ˈΕ˄ˉΕ˄ˊΕ˅˃Ε˅˄Ε˅˅Ε˅ˆە˪˴̆˻˵̈̅́ʳ˴́˷ʳˣ˿˴́˾ʻ˅˃˃˅ʼԳ֮ΖࠀٽՂ૪ᆖ᧭ᓳΕૹࠃٙݾΕא֗ྡྷរᆢ᧯ऄଥإॣޡऱऱംႈΔ٥࿇୶נˆˆᠲംႈΔࠀሎشՂ૪ֱऄૠנψጻీྨषᆢ᧯᧭ωऱˇᠲംႈΔ٦ף
178!Electronic Commerce StudiesՂˆᠲە˪˴̆˻˵̈̅́ʳ˴́˷ʳˣ˿˴́˾հயᑑംႈΔ٥ˇ˃ᠲΔ܂ড়ഗ៕հጻీྨᦞ墿ၦ।հॣࡨംႈΔൕॺൄլٵრΕլٵრΕլ֜ٵრΕཏຏΕڶរٵრΕٵრΕॺൄٵრԮଡ֡৫Δၞ۩Հԫޡᨏऱᇷற፦ႃՠ܂ΖʳΟǵၗᇆᇷற፦ႃၸؘႊၞ۩ࢼᑌऱՠ܂Δࠡრᆠਢ۞ئ᧯փᙇᖗຝٝցైᑌءΔࠀᎁൕᑌءױאवئ᧯ऱᐛΖࢼᑌՠ܂ڶԲΚԫࢼᑌኙွհᙇᖗΔԫᑌءᑓऱެࡳΖءઔߒঞאམᆖ࣍ࣁᔄጻీၞ۩ٌ࣐հড়܂ءઔߒհࢼᑌኙွΔڇጥ֗षᄎઝᖂऱઔߒխΔࠌشᙟᖲࢼᑌֱऄʻ̃̅̂˵˴˵˼˿˼̇̌ʳ̆˴̀̃˿˼́˺ʼֺॺᙟᖲࢼᑌֱऄʻ́̂́ˀ̃̅̂˵˴˵˼˿˼̇̌ʳ̆˴̀̃˿˼́˺ʼ壄ᒔऱڍΔྥۖΔڇڍઔߒൣቼᆖൄࠌᙟᖲࢼᑌֱऄ᧢լױ౨լᔞٽΔڇຍጟൣउՀΔॺᙟᖲࢼᑌᆖൄਢ່ᔞٽऱֱڤʻ˕˴˵˵˼˸ʳ˄ˌˌˋʼΖʳೈԱࢼᑌֱऄ؆ΔᑌءᑓՕ՛ٍᄎᐙྒྷၦ࣠հᄷᒔ৫ʻ̃̅˸˶˼̆˼̂́ʼΖԫۖߢΔᑌءყՕΔᄷᒔ৫ყΰᄘഏᑐԳΔ˄ˌˋˆαΔ˖̂̅̀̅˸̌ʻ˄ˌˋˋʼ༼נԼଡംႈհॣࡨڂై։࣫Δᑌءᑇ˅˃˃ਢᔞᅝऱΖਢਚΔءઔߒڇૠംႈհ৵Δױࠉ˖̂̅̀̅˸̌ʻ˄ˌˋˋʼհ৬ᤜެࡳڶயᑌءᑇ۟֟˅˃˃ΖʳڂڼەၦࢼᑌհإᒔࢤΕ壄ᄷࢤΕᆖᛎࢤፖױ۩ࢤհ৵Δެࡳ࣍၉ሽᆰ୶ᥦཚၴˌ˄ڣ˄˅ִၞ۩ം࠴፦ႃΔൕף୶ᥦऱاฒխࢼ࠷ᑌءΔ٥ڃگ˅ˈˉٝΔࠡխڶயം࠴˅˃ˊٝΔڶயം࠴ڃگˋ˃ˁˌʸΖʳѤǵપϯෳໆ()ߞࡋᆶୢϩ˖̅̂́˵˴˶˻ϗ̆ʳDএᑇܛਢഗ࣍ᏆࢼᑌᑓڤΔشאૠጩംႈၴհփຝԫીࢤʻ˼́̇˸̅́˴˿ʳ˶̂́̆˼̆̇˸́˶̌ʼऱֱऄΖਢਚΔආشڼএᑇࠐૠጩၦ।հॾ৫ʻ̅˸˿˼˴˵˼˿˼̇̌ʼΔط࣍Dএᑇਢࢬڶױ౨ऱމתॾ৫հؓ݁Δڂڼࠀլႊ٦۩ૠጩމתॾ৫ʻ̆̃˿˼̇ˀ˻˴˿˹ʳ̅˸˿˼˴˵˼˿˼̇̌ʼΖڕ࣠Dএᑇ՛࣍˃ˁˈΔঞ٦ၞ۩ംႈ։࣫ʻ˼̇˸̀ʳ˴́˴˿̌̆˼̆ʼΔڼֱऄਢૠጩޢଡംႈፖ᜔։ऱઌᣂএᑇΔࠀലএᑇଖ՛࣍˃ˁˇऱംႈऴ൷ܔೈΖڼ؆Δૉዌ࢚ၴژڶڍଡ૿ٻࢨዌ૿ழΔঞႊ٦ಾኙٺዌ૿։ܑૠጩDএᑇΔംႈፖ᜔։ऱઌᣂএᑇૠጩՈᚨࠉᖕޢଡዌ૿փऱംႈ։ᑇፖዌ૿᜔։ࠐၞ۩ʻˡ̈́́˴˿˿̌ʿʳ˄ˌˊˋʼΖʳءઔߒˆˊᠲհॣࡨംႈૠጩᖞ᧯հDএᑇ˃ˁˌˇΔ٦ಾኙᓵऱքଡዌ૿ૠጩנհDএᑇ։ܑਢ˃ˁˊˈΕ˃ˁˉˋΕ˃ˁˊˆΕ˃ˁˋˊΕ˃ˁˋ˅Ε˃ˁˉˇΔ
ႝη୍ࣴز!28:!ࠀኙٺዌ૿ၞ۩ംႈ։࣫ΔࠡխΔംႈ˄ˉΕംႈ˅˃Εംႈ˅˅Εംႈ˅ˉፖംႈˆˊٺᠲٺ۞ፖࠡዌ૿᜔։ʻଵೈᇠംႈʼհଥإ৵ઌᣂএᑇ։ܑ˃ˁˆ˃ˉΕ˃ˁ˅˅ˇΕ˃ˁˆ˃ˌΕ˃ˁ˃ˌˋΕ˃ˁ˅ˌˋ܅࣍˃ˁˇΔڂڼലࠡܔೈΔࠀૹᄅૠጩψवᤚጻీྨᔆዌ૿ωΕψጻీྨ࢘ᇨ৫ዌ૿ωΕψጻీྨवᤚዌ૿ωΕψጻీྨᜤუዌ૿ωΕψጻీྨॾٚዌ૿ωא֗ψጻీྨषᆢ᧯᧭ዌ૿ωٺዌ૿հDএᑇ։ܑ˃ˁˊˈΕ˃ˁˊ˃Ε˃ˁˊˌΕ˃ˁˋˌΕ˃ˁˋ˅ፖ˃ˁˊ˄ઌለ࣍รԫڻૠጩհDএᑇڶࠄհ༼֒Ζʳʳ(Β)܄ӢનϩϷߞࡋϩψ൶ࢤڂై։࣫ωʻ˸̋̃˿̂̅˴̇̂̅̌ʳ˹˴˶̇̂̅ʳ˴́˴˿̌̆˼̆ʼਢشאެࡳԫଡዌ࢚ਢط༓ଡዌ૿ࢬݮګΔྥۖڕ࣠ڂై։࣫ਢڇॾ৫ፖംႈ։࣫հছၞ۩Δঞৰڶױ౨ᄎขسֺᄗ࢚ࢤዌ૿ᝫڍऱዌ૿Δຍਢڂױ౨ڶࡑ݃ംႈʻ˺˴̅˵˴˺˸ʳ˼̇˸̀̆ʼհژڇΔۖຍࠄംႈڂڶ٥ٵऱு֨ᄗ࢚Δڂڼ۞ګԫଡዌ૿ʻ˖˻̈̅˶˻˼˿˿ʿʳ˄ˌˊˌʼΖڂڼΔءઔߒբ࣍Ղԫᆏၞ۩ॾ৫։࣫ፖംႈ։࣫ΔৱܔೈլႊऱംႈΔࠀขسየრऱDଖհ৵Δ٦ၞ۩ڂై։࣫Δشא᧭ᢞൕᓵ֮ូנऱᄗ࢚ࢤዌ૿ፖ൶ࢤڂై։࣫ࢬנऱኔᢞࢤዌ૿ਢܡฤٽΖʳءઔߒආشऱψ൶ࢤڂై։࣫ωਢܓشψګ։ڂై։࣫ωʻ̃̅˼́˶˼̃˴˿ʳ˶̂̀̃̂́˸́̇̆ʳ˹˴˶̇̂̅ʳ˴́˴˿̌̆˼̆ʼψ֗᧢ฆᑇ່Օऴٌ᠏ၗऄωʻ̉˴̅˼̀˴̋ʼࠐኙᇷறၞ۩ԫዌ૿˂گっய৫։࣫ʻ̈́˼˷˼̀˸́̆˼̂́˴˿˼̇̌˂˶̂́̉˸̅˺˸́̇ʳ̉˴˿˼˷˼̇̌ʼʳʻˡ̈́́˴˿˿̌ʿʳ˄ˌˊˋʼΔࠀאψᜤٽڂై։࣫ωʻ˽̂˼́̇ʳ˹˴˶̇̂̅ʳ˴́˴˿̌̆˼̆ʼࠐᛀᢞܑய৫ʻˣ̅˼˶˸ʳ˴́˷ʳˠ̈˸˿˿˸̅ʳ˄ˌˋˉʼΖଈ٣࠷נᐛଖՕ࣍ԫऱڂైΔࠀאޢଡംႈڇԫዌ૿ऱڂై๛݁Օ࣍˃ˁˈΔঞ।قࠠڶگっய৫ʻ˶̂́̉˸̅˺˸́̇ʳ̉˴˿˼˷˼̇̌ʼ֗ԫዌ૿ࢤʻ̈́˼˷˼̀˸́̆˼̂́˴˿˼̇̌ʼΔۖޢଡംႈࠀڶٵழڇڍଡዌ૿ၴࠠڶऱڂై๛Δٍܛڶሀڂై๛ʻ˶̅̂̆̆ˀ˿̂˴˷˼́˺ʼऱွΔঞ।قࠠڶܑய৫ʻ˷˼̆˶̅˼̀˼́˴́̇ʳ̉˴˿˼˷˼̇̌ʼΖ܀ڕ࣠ڂై։࣫ࢬូנऱዌ૿ፖᄗ࢚Ղऱᄗ࢚ڶլฤٽհൣउழΔঞܔೈຝ։ംႈΰڕڂై๛ଖ܅ृࢨڶሀڂై๛ृαΔࠀૹᄅૠጩࠡDଖΔૉױנחԳየრऱDଖΔ౨ᒔঅॣޡऱگっய৫ፖܑய৫ழΔঞၞԵՀԫଡઔߒၸΔૉڂై։࣫נऱᄅዌ૿Dଖৰ܅ΔঞؘႊૹڃࠩรԫΕዌ࢚ࡳᆠא֗รԲΕംႈ࿇୶ऱઔߒၸΖʳءઔߒၞ۩รԫڻڂై։࣫Δଈ٣ဇ࠷נԶଡڂైΔࠀܔೈڂై๛܅࣍˃ˁˈऱംႈΔ։ܑਢംႈ˅Εംႈˈ֗ംႈˉࠀܔೈࠠڶሀڂై๛հംႈംႈ˅ˋΔא֗ലڶԫംႈհڂైംႈܔೈΔࠉڼᣊංΔᆖط֘ዝጩ࣍รڻڂై։࣫ᛧऱ࣠Δ٥ᛧ˅ˇᠲംႈΔˉଡڂైΖޢଡംႈڇԫዌ૿ऱڂై๛݁Օ࣍˃ˁˈΔڶሀڂై๛ऱംႈΔڂڼၦ।ࠠگっய৫ፖܑய৫Δڇٺଡዌ૿ຟױאขسחԳየრऱDଖΔᖞ᧯ۖߢDଖڇ˃ˁˊ˅אՂΖءઔߒڇᆖመొ֏ྒྷ
180!Electronic Commerce Studiesၦհ৵Δࠠڶॾ৫Εگᚹய৫Εאܑ֗ய৫ऱၦ।ኔᢞូנऱዌ૿ፖᄗ࢚ࢤዌ૿ฤٽΖ؆Δᆖط൶ࢤڂై։࣫࣠ࢬᛧհዌ૿֗ംႈΔૠጩࠡଥإ৵ംႈፖ᜔։հઌᣂএᑇΔઃڇ˃ˁˇˉאՂΔ।Ζ˄ʳϖǵਏࡋϩ()ϣਏࡋփ୲ய৫ऱഗءছ༼ਢၦ।ऱംႈᚨਢྒྷዌ࢚ऱז।ࢤᑌءΔփ୲ய৫հ܅ီംႈ࠷ᑌհז।ࢤ࿓৫ۖࡳΔࠡਢࠉᘸറ୮ኙ࠷ᑌᔞ֊࿓৫ऱઔܒۖࡳΖڕ࣠റ୮ေᦸᎁၦ।ംႈኙ࣍ྒྷၦऱዌ࢚ڶৰऱז।ࢤΔঞၦ।ऱփ୲ய৫ܛΔ֘հঞ܅Ζྥۖڼጟփ୲ய৫ᛀ᧭ᣄ܍ᄎڶᨠܒឰऱګ։Δլ࣐ࠩటإऱড়ᨠΔຍਢփ୲ய৫ᛀ᧭ՂऱԫՕംᠲΖԱᇞެᨠေᦸՂऱլߩΔၦ।࿇୶ृױආشψၦ।ေࡳऄωࠐ᧭ᢞփ୲ய৫ΔܛᝮᓮࠟԳאՂऱറ୮ኙ࣍ޢଡംႈփ୲ऱٵრፖܡၞ۩ေ։Δྥ৵٦אอૠֱऄࠐ։࣫ေࡳ࣠Δࠏڕૠጩψٵრۍ։ֺωਐᑑΔڕ࣠ٵრۍ։ֺऱ։ᑇৰΔܛז।ၦ।ऱփ୲ய৫Ζʳءઔߒᝮᓮքۯറ୮ΔԿۯᇷಛጥ໑ՓΙԿۯٞᄐጥ໑Փኙ˅ˇᠲംႈփ୲ऱٵრፖܡၞ۩ေ։Δอૠ࣠ຍ˅ˇᠲംႈΔઃᛧ۟֟ۯאՂറ୮ٵრΔܛˉˉˁˊʸאՂٵრۍ։ֺΖʳ
ႝη୍ࣴز!292!߄1܄Ӣનϩ่݀аϷঅ҅ࡕୢᆶᕴϩ࣬ᜢ߯ኧ߄অ҅ࡕୢচۈᆶᕴϩୢୢඔॊӢનӜᆀୢϐ࣬ᜢ߯ኧޕᆛઠࠔจPQ1ୢ11 Yᆛઠࢂёޑ.53ࠔ፦PQ2ୢ1ᆛઠૈගٮଯࠔ፦ޑ୍ܺ.55PQ3ୢ8 Yᆛઠૈගٮ಄ӝךሡाޑၗૻ.48PQ4ୢ3ᆛઠڀԖᛙۓޑฝय़ᡉҢ.59PQ5ୢ4 Yᆛઠගٮ϶๓ޑޑᏹբБԄ.52PQ6ୢ7Yᆛઠфૈߚதֹ.47ᆛઠࠔจ۸၈ࡋLO1 ୢ15ךࢂYᆛઠޑ۸ჴ៝࠼.47LO2 ୢ12ךሡाܡ፤୍ܺਔǴךᓬӃԵቾYᆛઠ.48LO3 ୢ14ךᙚYᆛઠ๏ځдܻ϶.42LO4 ୢ13ӵ݀Ԗᐒךϝฅ٬ҔYᆛઠ܌ගٮޑܡ፤୍ܺ.49AW1 ୢ17ᆛઠࠔจޕӜࡋךჹYᆛઠࡐዕ.51AW2 ୢ19ךޕၰYᆛઠ܌ගٮޑϣᆶфૈ.54AW3 ୢ18ӧ܌Ԗܡ፤ᆛઠύǴךၨܰགྷډYᆛઠ.52AS1ୢ25 ᆛઠࠔจᖄགྷYᆛઠࢂ܌ڬޕޑ.47AS2ୢ21ךૈࡐזޑӣགྷଆYᆛઠޑ٤Յ.48AS3ୢ23 Yᆛઠзךӑຝుڅ.59 AS4ୢ24 Yᆛઠޑ॥಄ӝךޑঁΓ፦.46TR1 ୢ32ᆛઠࠔจߞҺךளYᆛઠόුᜱޣ.48TR2 ୢ29 Yᆛઠჹܭ៝࠼ᗦدၗගٮӼӄޑߥៈ.49TR3 ୢ31ᆛઠࢂॶளߞᒘޑ.67TR4 ୢ30YᆛઠගٮӼӄޑጕҬܰᕉნ.53EXP1 ୢ33 ᆛઠࠔจᡏᡍᆛઠӧག۔ᡏᡍࢂзΓޑ.62 EXP2 ୢ34 ٬ҔYᆛઠзΓԖඍ৹ޑག.58EXP3 ୢ36٬ҔYᆛઠёаᙦךޑғࢲᡍ.66
182!Electronic Commerce Studies(Β)ਏᜢᖄਏࡋயᑑᣂᜤய৫ਢਐၦ।։ᑇፖ؆ڇயᑑհၴऱઌᣂ࿓৫ΖԫۖߢΔயᑑᣂᜤய৫ʻ˶̅˼̇˸̅˼̂́ˀ̅˸˿˴̇˸˷ʳ̉˴˿˼˷˼̇̌ʼਢऴ൷ૠጩၦ।։ᑇፖயᑑ։ᑇऱઌᣂএᑇࠐ।قΖࢬᘯயᑑʻ˶̅˼̇˸̅˼̂́ʼਢਐז।ࢬྒྷၦዌ࢚ऱԫጟ؆ڇᑑᄷΔࠏڕΚྒྷၦψ֮౨Ժၦ।ωऱயᑑᣂᜤய৫ழΔױאܓشψᖂسڇீ֮ګᜎωயᑑΔ٦ૠጩ֮౨Ժၦ।։ᑇፖᖂسڇீ֮ګᜎऱઌᣂএᑇΔૉএᑇყΔঞၦ।ऱயᑑய৫༉ყΖயᑑய৫ױ։ٵழய৫ʻ˶̂́˶̈̅̅˸́̇ʳ̉˴˿˼˷˼̇̌ʼࡉቃྒྷய৫ʻ̃̅˸˷˼˶̇˼̉˸ʳ̉˴˿˼˷˼̇̌ΔʼԲृઃ।قၦ।։ᑇፖயᑑၴऱᣂএΔࠡഄԫऱฆਢڇψྒྷ᧭ၞ۩ωࡉψயᑑ፦ႃωழၴڶࢬլٵΖˠ˼̇˶˻˸˿˿ʻ˄ˌˋˈʼᎁٵழய৫ፖቃྒྷய৫ԫਢץܶ࣍ዌ࢚ய৫ʻ˶̂́̆̇̅̈˶̇ʳ̉˴˿˼˷˼̇̌ʼխԫࠓەၦΔਢਚயᑑᣂᜤய৫ٍਢ᥆࣍᧭ᢞዌ࢚ய৫ऱֱऄհԫΖʳٵழய৫ਢਐྒྷ᧭ၞ۩ࡉயᑑᇷற፦ႃऱழၴՕપਢڇٵԫଡழၴរΙቃྒྷய৫ਢਐྒྷၦ٣ၞ۩Δᆖመԫழၴ৵Δ٦ၞ۩யᑑᇷறऱ፦ႃΖط࣍ءઔߒਢ৬ዌጻీྨᦞ墿ၦ।Δ၄ृਬଡழរऱवᤚࢨኪ৫ࢨ۩Δࠡױ౨ᄎᙟழၴऱޏ᧢ۖ࿇س᧢֏Δڂڼጻీྨᦞ墿ၦ।ࠀլᔞٽၞ۩ቃྒྷய৫ऱᛀ᧭Δႛႊಾኙၦ।ऱψٵழய৫ωၞ۩᧭ᢞՠ܂ΔءઔߒףԵԿଡംႈ։ܑਢψܛࠌࠡהጻీፖˬጻీࠠڶઌٵऱࢤΔݺսྥለೣړˬጻీωˎψڕ࣠ࠡהጻీፖˬጻీڶฆΔᙇᖗˬጻీսਢࣔཕऱހᖗωˎψڕ࣠ࠡהጻీፖˬጻీԫᑌړΔݺսྥለೣړˬጻీωΔٵழய৫հயᑑΔࠀ࣍ᇷற։࣫ழലயᑑംႈᗑمנࠐૠጩயᑑ։ᑇΔ٦ૠጩ˅ˇᠲጻీྨᦞ墿ၦ।᜔ᑇΔ່৵ૠጩயᑑ։ᑇፖၦ।᜔։ऱઌᣂএᑇ˃ˁˋˊˋΔࠠ᧩ထઌᣂʻ̃ˏ˃ˁ˃˃˃ʳʼΔਚᇠٝၦ।ࠠڶயᑑய৫Ζʳ(Ο)ԏᔙϷձਏࡋءઔߒሎشઌᣂএᑇֱऄʻ˗̂˿˿ʳ˴́˷ʳ˧̂̅˾̍˴˷˸˻ʳ˄ˌˋˋˎʳˣ˴˿̉˼˴ʳ˄ˌˌˉʼေ۷˅ˇᠲംႈհگᚹய৫ፖܑய৫Ζૉٺዌ૿ࠟࠟംႈၴհઌᣂএᑇ᧩ထՕ࣍ሿΔঞࠠڶگᚹய৫Δڕቹ˄Δٺዌ૿ࠟࠟംႈհ່՛ઌᣂএᑇ։ܑਢΚवᤚጻీྨᔆː˃ˁˇ˅Εጻీྨ࢘ᇨ৫ዌ૿ː˃ˁˇ˄Εጻీྨवᤚዌ૿ːˁ˃ˈˋΕጻీྨᜤუዌ૿ːˁ˃ˈ˅Εጻీྨॾٚዌ૿ː˃ˁˈ˄Εጻీྨषᆢ᧯᧭ዌ૿ː˃ˁˈˈΔઌᣂএᑇઃ᧩ထՕ࣍ሿʻ̃ˏˁ˃˃˃ʼΔઃگᚹ࣍ԫዌ૿Δਚࠠڶگᚹய৫Ζ؆Δאٺዌ૿փࠟࠟംႈհ່՛ઌᣂএᑇଖፖࠡהዌ૿ၴհઌᣂএᑇଖઌለΔૉዌ૿փ່՛ઌᣂএᑇଖՕ࣍ዌ૿ၴઌᣂএᑇଖתᑇאՂܛࠠڶܑய৫ʻ˖˴̀̃˵˸˿˿ʳ˴́˷ʳ˙˼̆˾˸ʿ˄ˌˈˌʼΔॵᙕ˄ױवΔႛڶˈଡዌ૿ၴઌᣂএᑇଖՕ࣍ዌ૿փ່՛ઌᣂএᑇଖΖʳ
ႝη୍ࣴز!294!ϤǵวྗᆖطՂ૪ޡᨏױψጻሁᆖᛎᛩቼհጻీྨᦞ墿ᘝၦᑓڤωΔۖءઔߒψጻሁᆖᛎᛩቼհጻీྨᦞ墿ᘝၦၦ।ωਢڇྒྷၦ၄ृኙጻీྨऱᎁवტ࠹࿓৫հՕ՛ΕႉݧፖֱٻΔࠡࢬૠጩנࠐհଡܑࡨ։ᑇΔࠀྤऄז।࠹ྒྷृڇਬԫኪ৫Ղऱტ࠹࿓৫ଖΔࠏڕਬ࠹ྒྷृኙਬጻీྨᦞ墿։ᑇ˄˃˃։ΔૉאԫհᑇଖۖߢΔڼ։ᑇࠀլࠠრᆠΔႊࡉࠡהᑇଖֺለΔࡨࠠەრᆠΖᇞެڼംᠲΔڇၦ।ૠऱ່৵ၸΔؘႊ৬مԫଡᑑᄷʻˡ̂̅̀ʼΔאࠎ࠹ྒྷृᘝၦᑇଖࢬז।ऱრᆠΖءઔߒಾኙၦ।࿇୶መ࿓խհࢼᑌ࣠Δૠጩנᑌءྒྷၦ։ᑇհխۯᑇː˄˄˄Εؓ݁ଖː˄˃ˋΕ່Օଖː˄ˇ˄Ε່՛ଖːˊ˄Εᑑᄷːˌˁ˄ˇˈፖۍ։ۯᑇʻઃ࠷ᖞᑇʼڕՀ।˅อૠᑇᖕΔא܂৵ᥛආشᇠၦ।ྒྷၦհ։ᑇေ۷ەΖڼ؆Δψᑑᄷωʻˡ̂̅̀ʼᔆߜ٭ᄎ࠹ψᑌءଡᑇω֗ψᑌءז।ࢤωհᐙΔᑌءყՕΔঞᑑᄷലޓࡳΔۖᑌءז।ࢤყழΔࢬ৬مऱᑑᄷՈޓࠠڶז।ࢤʻ˖˻̈̅˶˻˼˿˿ʿʳ˄ˌˊˌʼΖʳ߄3!ԭϩՏኧ߄!ԭϩՏኧ(Percentile) ϩኧ(Value) ಃ10ԭϩՏኧ76ಃ20ԭϩՏኧ88ಃ30ԭϩՏኧ97ಃ40ԭϩՏኧ105ಃ50ԭϩՏኧ111 ಃ60ԭϩՏኧ119 ಃ70ԭϩՏኧ125ಃ80ԭϩՏኧ131ಃ90ԭϩՏኧ139စǵ่ፕᆶࡌ!ط࣍ሽ೭ፖጻሁ۩ᔭऱݶຒ࿇୶ΔൎႨጻీྨᦞ墿հ৬مޑᣂထጻీᆖᛜհګפፖܡΔૉࠉᖕˋ˃˂˅˃ऄঞࠐංᓵΔඈټছ༓ټऱጻీലᄕڶױ౨۾ᖕ२ˋ˃ʸऱ᜔ؑଖΔ؆ΔጻሁྨױီԫጟᗑᔭഇរࡉࡳۯΔૉ౨ലհႿທګࠡהጻీլױ࠷זऱچۯΔലڶܗ࣍ࠡڇጻሁխᛧܓΖڂڼΔءઔߒ༼ࠎԫଡڶயऱጻీྨᦞ墿ྒྷၦՠࠠΔאঁԱᇞᇠጻీྨڇ၄ृ֨խհေᏝΖေᏝყΔყױᏺၞড়ኙᇷಛፖ၇ެհॾٚ֗የრ৫Ιࠀࠌٞᄐऱ۩ᔭૠቤޓࠠய࣠Δআၞٞᄐྨۼ֗ྨ࢘ᇨ৫Δڂڼຘመګפऱጻీྨ৬مലױאڶயچ༼֒ٞᄐհᤁञᚌႨΔኙ࣍ኔ೭ፖᖂࠐᎅຟਢԼ։ؘ૰֊հՠ܂Ζءઔߒ಼Աψྨᦞ墿ωΕψጻሁᆖᛎᛩቼωΕψ᧯᧭ᆖᛎωᏆऱઌᣂ֮խΔូנॣޡऱጻీྨᦞ墿ᘝၦዌ૿Δץਔψጻీྨ࢘ᇨ৫ωΕψጻీྨवټ৫ωΕψवᤚጻీྨᔆωΕψጻీྨᜤუωΕψጻీྨॾٚωא֗ψጻీ
184!Electronic Commerce Studiesྨषᆢ᧯᧭ωዌ૿Δࠀ࿇୶ԫଡאড়ഗ៕հጻీྨᦞ墿ၦ।৬ዌᑓڤΔڼᑓڤലڶܗ࣍ሽ೭ᄐृ࿇୶ءߪऱψጻీྨᦞ墿ωྒྷၦՠࠠΔޓױא৵ᥛઔߒृڇ࿇୶ጻీྨᦞ墿ၦ।ழհەੌ࿓Ζ৵ᥛઔߒृױאሎشءઔߒࢬ༼נऱψጻీྨᦞ墿ᘝၦዌ૿ω֗ψጻీྨᦞ墿ᘝၦᑓڤωΔࠐၞԫޡ࿇୶ԫ֏ऱΔאড়ഗ៕ऱጻీྨᦞ墿ၦ।Δڼԫࡳऱၦ।ኙ࣍إڇ൶ಘጻీྨᦞ墿ऱઔߒԳۖߢΔ༼ࠎԱԫଡڶயऱጻీྨᦞ墿ྒྷၦՠࠠΔۖຍإਢڇጻሁᆖᛎழז৬ዌൎႨྨፖٞᄐ࿇୶ጻሁ۩ᔭࢬؘႊၞ۩ऱૹՠ܂Ζྥۖءઔߒս૿ᜯૉեૻࠫΔױ܂৵ᥛઔߒၞԫޡ൶ಘΚʳ˄ˁڼԫၦ।࿇୶հመ࿓ਢאᑌءΔ৵ᥛઔߒृױၞԫޡሀഏ୮֮֏࿇୶ၦ।Δֺለլٵഏ୮چڇጻీྨᦞ墿ዌ૿൶ಘऱྡྷរਢܡڶࢬլٵΔڇᘝၦጻీྨᦞ墿հംႈՂਢܡڶࢬฆΖʳ˅ˁءઔߒၞ۩ॾ৫։࣫ਢא˖̅̂́˵˴˶˻ϗ̆ʳD܂ᘝၦՠࠠΔ৵ᥛઔߒױቫᇢլٵॾ৫։࣫ऄڕ٦ྒྷॾ৫Δၞ۩ኙᅃֺለΖʳˆˁᣂ࣍ய৫ᘝၦֱऄΔ৵ᥛઔߒृױၞԫޡ൶ಘऄய৫Δࠏڕጻీྨᦞ墿ڇᓵ֮Ղፖؑ۾ڶڶᣂΔૉጻీྨᦞ墿ၦ।᜔։ყؑ۾ڶٍყΔۖؑ۾ڶܛԫጟऄய৫Ζʳˇˁءઔߒၦ।հૠאࣁᔄጻీࠏၞ۩ംႈૠፖᓳΔۖၦ।հૠᚨױᔞشڇլٵऱጻీᣊীΔא༈ޣڼԫᘝၦՠࠠऱԫ֏ΔڂڼΔ৵ᥛઔߒᚨၞԫޡ൶ಘ֗፦ႃլٵጻీᣊীհᑌءΔאᒔঅၦ।ऱຏشࢤΕԫࢤΖʳˈˁ৵ᥛઔߒױ٦፦ႃԫิᄅऱᑌءᇷறၞ۩ၦ।٦᧭ᢞՠ܂Ζٍܛආش᧭ᢞࢤڂై։ֱ࣫ऄΔᛀ᧭ၦ।ਢܡױటإྒྷၦנࠡࢬᘝၦհዌ࢚ࢨᔆΔޓၞԫޡൎ֏ءၦ।հᣤ᠃৫ΖʳୖԵЎ㯙⦚㲭ᇬ㠖⾖ᇬ⛂勿影ᇬ㧝ℵ⦡偷(1983)᧨䯍㦒♙嫛䍉䱠⸇䪣䴅㽤ₙₚ␙᧨㨀噾㦇⻏ᇭAaker, .,Managing Brand Equity, New York: The Free Press, 1991. Aaker, ., Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press, 1993. Aaker, ., Building Strong Brands, New York: The Free Press, 1996. Aaker, . and Joachimsthaler, E., Brand Leadership, New York: The Free Press, 2000. Armstrong, A and Hagel III, J, Net Gain: Expanding Markets Through Virtual Communities, Simon and Schuster Inc, 1997.
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