ꆡꆡ뗚7뻭뗚2웚ꆡꆡꆡꆡꆡ맜ꆡ샭ꆡ톧ꆡ놨CꆡꆡꆡꆡꆡemꆡꆡꆡꆡꆡꆡꆡVo2010쓪2퓂ꆡꆡꆡꆡꆡꆡꆡ맋뿍2웳튵붻뮥뛔럾컱뒴탂뗄펰쿬:믹폚ퟩ횯톧쾰뗄쫓뷇헅죴폂1ꆡ쇵탂쎷1ꆡ췵몣헤1ꆡ쓴ꆡ2(1.컷낲붻춨듳톧맜샭톧풺;2.놱슽쿈뛋뿆톧벼쫵듳톧풺듳톧횪쪶뿆톧퇐뺿풺)ꆡꆡ햪튪:믹폚ퟩ횯톧쾰뗄쫓뷇,쳡돶쇋뷢쫍맋뿍폫럾컱뒴탂맘쾵뗄샭싛뿲볜,럖컶쇋맋뿍2웳튵붻뮥춨맽펰쿬ퟩ횯쿲맋뿍톧쾰뗄뚯믺뫍탐캪,뷸뛸펰쿬럾컱뒴탂벨킧뗄슷뺶ꆣ뛔짂컷ꆢ맣뚫뫍붭쯕3룶쪡럝뗄122볒럾컱웳튵뷸탐컊뻭뗷닩,쪵횤럖컶랢쿖:ꋙ맋뿍2웳튵붻뮥뗄3룶캬뛈,벴뫏ퟷ짺닺ꆢ맋뿍뷓뒥뫍럾컱뚨훆,폫ퟩ횯쿲맋뿍톧쾰횮볤쿔훸헽쿠맘;ꋚ헢훖헽쿲맘쾵쫜떽뒴탂럕캧뗷뷚펰쿬,뒴탂럕캧풽잿,풽죝틗랢믓맋뿍2웳튵붻뮥뛔폚ퟩ횯톧쾰뗄듙뷸ퟷ폃;ꋛퟩ횯쿲맋뿍톧쾰뛔럾컱뒴탂벨킧폐쿔훸뗄헽쿲펰쿬ꆣ맘볼듊:맋뿍2웳튵붻뮥;ퟩ횯톧쾰;럾컱뒴탂벨킧훐춼럖샠뫅:C93;F270ꆡ컄쿗뇪쪶싫:Aꆡ컄헂뇠뫅:16722884X(2010)0220218207Customer-FirmInteractionandServiceInnovationPerformance:APerspectiveofOrganizationalLearningfromCustomersZHANGR11uoyongꆡLIUXinmeiꆡWANGH1aizhenꆡNIEK2un(ꆯanJiaotongUniversity,Xiꆯan,China;,Nomi,Japan)Abstract:Fromanorganizationallearningperspective,thisstudyestablishesaframeworkex2plainingtherelationshipofcustomersandserviceinnovation,andanalyzesthepathofcustomer2firminteractionwhichinfluencestheserviceinnovationperformancebyinfluencingorganization’,asurveyisdevelopedin122ChineseservicefirmsfromShanxi,Guangdong,:i)thereisstrongpositiverelationshipbetweenthreedimensions(cooperativeproduction,customercontact,cus2tomizedservice)ofcustomer2firminteractionandorganizationallearning;ii)thepositiverelationshipsaremoderatedbyorganizationalinnovativeclimateandthemoreinnovativetheclimate,thestrongertheimprovementeffect;iii):customer2firminteraction;organizationallearning;serviceinnovationperformanceꆡꆡ뒴탂놻죏캪쫇웳튵좡뗃뺺헹폅쫆뗄맘볼틲뗄튻킩쳘탔,뻶뚨쇋럾컱뒴탂늻춬폚훆퓬튵쓚쯘ꆣ떫맽좥뛔뒴탂뗄퇐뺿훷튪쫇틔벼쫵뒴탂캪뗄벼쫵뒴탂,탨튪쟸뇰뛔듽\[2,3ꆣ\]퓚뚨틥탂럾컱훷쇷랽쿲,뛸뛔럾컱늿쏅훐뗄럾컱뒴탂룸폨뗄쪱,평폚럾컱짺닺뫍쿻럑뗄춬튻탔,럾컱뒴탂뗄훘쫓돌뛈풶풶늻릻ꆣ퓚럾컱튵톸쏍랢햹뗄쿖쪵닺돶쫇:럾컱룅쓮ꆢ맋뿍붻뮥ꆢ럾컱뒫뗝쾵춳뫍놳뺰쿂,럾컱뒴탂돉캪뷼10뛠쓪살캪웳튵뷧뫍벼쫵톡퓱뗈랽쏦뗄ퟛ뫏\[4ꆣ\]평듋,럾컱뒴탂퓚뫜톧쫵뷧놸쫜맘힢뗄튻룶쇬폲ꆣ듳돌뛈짏쫇ꆰ틔맋뿍캪훐탄뗄ꆱ튻쾵쇐믮뚯,웤틔췹맘폚폐탎닺욷뒴탂뗄퇐뺿돉맻쫇럱튲쒿뗄쫇춨맽뒴퓬탂럾컱살싺ퟣ맋뿍떱잰뗄뫍잱쫊폃폚럾컱뒴탂?쫇럱폐뇘튪릹붨탂뗄샭싛쳥퓚뗄탨쟳ꆣ떫헢훖탨쟳췹췹쫇튻훖컞탎뗄쳥퇩,쾵살뷢쫍럾컱튵훐돶쿖뗄뒴탂쿖쿳?헢킩컊쳢맋뿍쓑틔ힼ좷쟥컺뗘뇭듯,떼훂웳튵퓋폃뒫춳퓚뒴탂맜샭뫍럾컱맜샭퇐뺿쇬폲쓚짐캴폐춳튻뗄쫐뎡뗷퇐랽램쫕벯탂럾컱탅쾢쪱췹췹믡돶쿖뗄죏쪶\[1ꆣ\]떫톧헟쏇훁짙튻훂죏캪,럾컱쯹뻟폐욫닮,듓뛸뿉쓜듸살뒴탂뗄쪧냜,틲듋,튻킩톧쫕룥죕웚:2008205230믹뷰쿮쒿:컷낲붻춨듳톧ꆰ985릤돌ꆱ훺쿮쒿(07200701)ꆤ218ꆤ
맋뿍2웳튵붻뮥뛔럾컱뒴탂뗄펰쿬:믹폚ퟩ횯톧쾰뗄쫓뷇ꆪꆪ헅죴폂ꆡ쇵탂쎷ꆡ췵몣헤ꆡ뗈헟뾪쪼맘힢죧뫎퓚탂닺욷(럾컱)뾪랢뷗뛎훐랢뷇뛈,맋뿍캪웳튵쳡릩룼뛠뗄탅쾢,냼삨맋뿍잱믓맋뿍뗄ퟷ폃,뇈죧닉폃쇬쿈폃뮧ꆢ릤뻟쿤뗈뾪퓚탨쟳탅쾢뫍뺺헹헟뗄탅쾢뗈,헢킩탅쾢붵뗍쇋랢벼쫵\[5ꆣ\]춨맽뛔탂럾컱뾪랢(newservicede2웳튵퓚탂럾컱뾪랢훐뗄늻좷뚨탔,뛔폚뒴탂뻶닟velopment,NSD)맽돌훐맋뿍2웳튵붻뮥돌뛈뗄뗄훆뚩훁맘훘튪ꆣꋚ믹폚톧쾰뗄뷇뛈,맋뿍2웳튵쪵횤퇐뺿,랢쿖퓚럾컱룅쓮뾪랢틔벰짌튵럖컶붻뮥췘뿭쇋웳튵믱좡횪쪶뗄춨뗀,퓶볓쇋톧쾰횪뷗뛎,맋뿍닎폫뾪랢폐훺폚쳡룟웳튵럾컱뒴탂쪶뗄춾뺶뫍믺믡,듓뛸폐샻폚듙뷸ퟩ횯톧쾰ꆣ뗄돉릦싊\[6,7ꆣ\]맋뿍2웳튵붻뮥쳥쿖쇋맋뿍퓚럾컱짺닺뫍맩쓉잰죋폐맘맋뿍폫럾컱뒴탂횮볤맘쾵뗄뒫뗝맽돌훐닎폫뗄돌뛈ꆣSKAGGS뗈\[9\퓋]폃맋컄쿗,랢쿖듳뛠쫽톧헟뚼냑맋뿍쓉죫럾컱뒴탂뿍2웳튵붻뮥뗄랽램뷧뚨쇋웳튵뗄럾컱햽싔,죏쿮쒿믲탂럾컱뾪랢맽돌훐,벴맋뿍폫뒴탂킡ퟩ캪럾컱웳튵뗄햽싔뚨캻퓚맋뿍붻뮥랽쏦쳥쿖돶ꆰ릲춬뾪랢ꆱ,늢퓚헢훖쟩탎쿂뾼달맋뿍퓚럾컱튻뚨뗄닮틬뮯ꆣ헢훖웳튵햽싔횴탐뫳뗄쿖쪵뷡뒴탂훐뗄횱뷓ퟷ폃ꆣ떫뫜짙폐톧헟좥퇐뺿럾컱맻뻍쫇럾컱짺닺뫍뒫뗝훐맋뿍2웳튵횮볤뗄붻쳡릩맽돌훐맋뿍2웳튵붻뮥뛔럾컱뒴탂뗄펰쿬,뮥ꆣ뷨본SKAGGS뗈\[9\뗄]쮼슷,놾퇐뺿냑맋뿍2룼좱짙듓쿲맋뿍톧쾰뗄뷇뛈,좥췚뻲뛾헟횮볤웳튵붻뮥럖캪틔쿂3룶캬뛈:뫏ퟷ짺닺ꆢ맋뿍뷓뗄쓚퓚싟벭맘쾵ꆣ럾컱튵뗄쳘탔뻶뚨쇋럾컱짺뒥틔벰럾컱뚨훆ꆣ웤훐,뫏ퟷ짺닺랴펳쇋맋뿍퓚닺쫇튻룶럾컱쳡릩헟폫맋뿍붻뮥ퟷ폃뗄맽돌,럾컱짺닺맽돌훐뢶돶뗄얬솦쮮욽ꆣ럾컱쾵춳훐웤훐뗄맋뿍늢늻뚼쫇놻뚯뗄뷓쫜헟뫍엔맛헟,퓚럾,맋뿍뗄닎폫뛔폚웳튵췪돉럾컱맽돌늻뿉믲좱ꆣ쳘뇰뗘,뛾헟횮볤뗄탅쾢붻쇷캪웳튵쿲맋컱쏨쫶훐쒳킩뮷뷚훷뚯붻평맋뿍췪돉믲뇘탫평뿍톧쾰쳡릩쇋뿉쓜ꆣ헢튻쿖쿳틽랢죋쏇퓚샭싛맋뿍췪돉,퓚헢킩쟩뺰훐,럾컱웳튵뗄뇟뷧삩짏뗄쮼뾼:맋뿍2웳튵붻뮥쫇럱믡춨맽톧쾰뗄춾듳,맋뿍ퟷ캪ꆰ뫏ퟷ짺닺헟ꆱ,퓚쟩룐짏룼풸틢믽뺶살펰쿬럾컱뒴탂쓘?펰쿬뗄킧맻죧뫎?벫뗘닎폫럾컱짺닺,듓뛸돶쿖룼쏜쟐뗄맋뿍2웳평듋튵붻뮥ꆣ맋뿍뷓뒥랴펳쇋맋뿍뫍럾컱짺닺뮷뷚,믹폚ퟩ횯톧쾰뗄쫓뷇,놾컄듓럾컱튵뗄쳘탔돶랢,릹붨튻룶럖컶맋뿍폫럾컱뒴탂벨뷓뒥뗄ퟝ짮돌뛈\[10ꆣ\]듓럾컱퓋ퟷ맜샭뗄뷇뛈살킧뗄뿲볜,늢춨맽뛔122볒럾컱웳튵뗄컊뻭뗷뾴,럾컱쇷돌뿉럖캪잰첨ퟷ튵뫍뫳첨ퟷ튵ꆣ잰헟퇐쫇횸폐맋뿍횱뷓닎폫뗄믮뚯,퓚헢킩뷓뒥훐맋,닉폃쪵횤럖컶뗄랽램퇩횤쫇럱듦퓚맋뿍2웳튵붻뮥ꆪꆪ톧쾰ꆪꆪ럾컱뒴탂뗄펰쿬슷뺶ꆣ퇐뿍탎돉쇋뛔럾컱훊솿뗄룐횪;뛸뫳헟퓲쫇럾컱뺿뷡싛폐훺폚룼좫쏦뗘샭뷢맋뿍뛔폚럾컱뒴탂맽돌훐맋뿍뾴늻떽뗄늿럖,뇈죧틸탐뫳첨떥뻝뗄ퟷ폃뒦샭ꆣ맋뿍뷓뒥돌뛈퓶듳,틢캶ퟅ맋뿍폫웳튵횮,뛔뒦퓚벤쇒뺺헹뮷뺳훐뗄럾컱웳튵뾪햹럾컱뒴탂믮뚯폐뷏뫃뗄웴쪾ꆣ볤돶쿖룼뛠쏦뛔쏦뗄믺믡,폐뿉쓜떼훂룼뛠뗄늻좷뚨탔ꆣ럾컱뚨훆랴펳쇋럾컱맽돌훐맋뿍탨쟳1ꆡ샭싛믹뒡폫퇐뺿볙짨뗄룶탔뮯돌뛈,벴맋뿍튪쟳웳튵쳡릩뇪ힼ뮯뗄럾1컱뮹쫇뚨훆뮯뗄럾컱ꆣ퓚뇪ힼ뮯쒣쪽쟩탎쿂,맋.1ꆡ맋뿍2웳튵붻뮥놾퇐뺿훐뗄맋뿍2웳튵붻뮥,쫇횸맋뿍퓚럾뿍2웳튵뮥뚯돌뛈뷏뗍ꆣ럾컱뚨훆붨솢퓚뛔맋뿍컱짺닺뫍뒫뗝맽돌훐폫럾컱쳡릩헟랢짺뗄붻룶탔뮯탨쟳죏횪뗄믹뒡짏,룼볓잿뗷맋뿍폫웳튵뮥ꆣ퓚훆퓬튵훐맋뿍뿉틔횻맘탄닺욷놾짭,뛸벫뮥뚯,헢훖쟩탎쿂붻뮥돌뛈뷏룟,뛔웳튵쫊펦탨짙듦퓚ꆰ맋뿍2짺닺헟붻뮥ꆱ헢퇹뗄컊쳢ꆣ떫럾컱쟳뇤뮯뗄쓜솦쳡돶쇋룼룟튪쟳\[11ꆣ\]맽돌쿔좻폫횮늻춬,맋뿍냼몬폚럾컱맽돌훐늢ퟛ짏쯹쫶,놾퇐뺿붫싛쫶맋뿍2웳튵붻뮥죧쟐쟐쪵쪵뗘룐쫜ퟅ럾컱뗄쎿튻룶뮷뷚,맋뿍뫎춨맽ퟩ횯톧쾰살펰쿬럾컱뒴탂벨킧뗄슷뺶,2웳튵붻뮥뛔폚웳튵췪돉럾컱살쮵쫴폚ퟔ좻뛸좻뗄뷒쪾맋뿍뛔폚럾컱뒴탂뗄볤뷓ퟷ폃ꆣ캪쇋횱맛믮뚯ꆣ퓚잰죋퇐뺿뗄믹뒡짏,놾퇐뺿듓웰볻,쿈룸돶퇐뺿뿲볜,볻춼1ꆣ2룶랽쏦살샭뷢뫍죏쪶맋뿍2웳튵붻뮥ꆣ듓늻샻뗄랽쏦살뾴,믹폚뢴퓓탔샭싛뫍늻좷뚨탔샭싛뗄뷇뛈,맽뛠뗄붻뮥믡퓶볓짺닺맽돌뗄뢴퓓돌뛈뫍늻좷뚨탔\[8\],듓뛸튪쟳웳튵뇘탫춶폚엠통튻쿟럾컱풱릤ꆢ룄짆럾컱컯샭짨쪩뫍맋뿍뮷뺳ꆢ쳡룟럾컱릩룸쓜솦뗈,쇭췢,뮹믡듸살럾컱퓋ퟷ맜샭훐킭춼1ꆡ퇐뺿뿲볜뗷돉놾뗄퓶볓ꆣ듓폐샻뗄랽쏦뾴:ꋙ믹폚뻶닟뗄ꆤ219ꆤ
맜샭톧놨뗚7뻭뗚2웚2010쓪2퓂ꆡ맋뿍2웳튵붻뮥뛔ퟩ횯톧쾰뗄펰쿬폫맋뿍횱뷓뷓뒥뗄ퟷ튵퓶볓,헢뛔헻룶럾컱짺ퟔ듓ퟩ횯톧쾰뗄룅쓮돶쿖횮뫳,뫜뛠톧헟닺뫍뒫뗝쾵춳뚼폐쏷쿔펰쿬ꆣ쯦ퟅ뷓뒥돌뛈뗄뻍듓늻춬뗄쫓뷇뛔웤뷸탐퇐뺿ꋙꆣ늿럖톧헟듓쳡룟,웳튵뗄럾컱쇷돌룼뛠뗘놩슶퓚맋뿍뿉횱맽돌뗄뷇뛈\[14,15\],붫ퟩ횯톧쾰샭뷢캪ퟩ횯뗄튻뷓룐횪뗄랶캧쓚,맋뿍폐뿉쓜캪짺닺맽돌힢죫룶쫤죫쫤돶맽돌,듓뛸돶쿖쇋룷훖맽돌쒣탍믲룼뛠뗄늻좷뚨탔\[11\],ퟩ횯훐뗄룶죋믲늿쏅탨튪샭싛ꆣ쇭폐튻킩퇐뺿헟퓲듓쓜솦뗄뷇뛈\[16\],죏캪뒦샭룼뛠뗄탅쾢ꆣ캪쇋놣횤짺닺킧싊뫍럾컱뒫ퟩ횯톧쾰붨솢퓚뺭퇩뗄믲죏횪뗄믹뒡짏,쫇웳뗝쾵춳뗄폐킧탔,럾컱웳튵뇘탫톧믡쯦쪱뛔럾튵횪쪶믱좡ꆢ릲쿭뫍샻폃뗄쓜솦ꆣ뛸HULT컱짺닺훐뗄벼쫵쮮욽뫍죋풱벼쓜ퟶ쿠펦뗷뗈\[17\퓲]붫ퟩ횯톧쾰뾴ퟷ튻훖풴ꆣ늻쓑뾴돶,뫳헻\[18ꆣ\]살ퟔ맋뿍뗄늻좷뚨탔웈쪹웳튵튪쓜릻랢2훖쫓뷇뗄퇐뺿뻹쫇듓ퟩ횯톧쾰퓚ퟩ횯훐쯹웰쿖뮷뺳뗄뇤뮯,쪶뇰헢킩뇤뮯룸웳튵듸살뗄믺ퟷ폃뗄뷇뛈살햹뾪뗄ꆣ폶뫍쳴햽,쳡돶펦뛔랽낸늢ퟶ돶쏷훇뗄톡퓱믲놾퇐뺿훘뗣뾼달럾컱튵쟩뺰쿂,맋뿍2웳튵뻶닟,늢퓚쪵쪩훐늻뛏랴삡ꆢ룄뷸뫍뗷헻랽낸,붻뮥뛔ퟩ횯톧쾰뗄펰쿬,틲듋,닉폃HUBER\[15\]붫뫃뗄뺭퇩뫍ퟶ램듓뻖늿믲킡랶캧뒫능떽룼맣뗄맛뗣쇬폲뫍랶캧뷸탐릲쿭,헢킩뚼쳥쿖쇋튻룶ퟩ횯,쟣쿲폚듓맽돌뗄뷇뛈살뚨틥ퟩ횯톧쾰,죏캪ퟩ횯톧쾰쫇랢햹탂횪쪶뗄맽돌룄뇤믲훘탂짨볆ퟔ짭틔쫊펦늻뛏뇤뮯뗄뮷뺳뗄,헢킩탂횪쪶폐뿉쓜믡펰쿬ퟩ횯탐캪ꆣ퓚헢튻맽돌훐,ퟩ횯쓜솦\[19ꆣ\]춬쪱,맋뿍뷓뒥돌뛈쳡룟뫳,ퟷ캪뒴탂돉풱돤떱쇋톧쾰듺샭죋뗄뷇즫,붫룶죋횪쪶헟뗄럾컱웳튵뿉틔뺭평룼뿭뗄쟾뗀,믱좡룼뛠뮯캪ퟩ횯뗄횪쪶\[17ꆣ\]캪쇋펦뛔럾컱짺닺맽돌훐폐볛횵뗄횪쪶뫍탅쾢,냼삨맋뿍ꆰ폃훐톧ꆱ쿖뎡뺭뎣돶쿖뗄맋뿍틽훂뗄늻좷뚨탔,웳튵룷횰쓜탎돉뗄횪쪶ꆢ맋뿍놧풹럾컱벼쫵뗄좱쿝ꆢ럾컱맜늿쏅벰풱릤룼죝틗틢쪶떽톧쾰뗄볛횵늢닺짺톧샭뗄뗍킧뗈ꆣ춨맽헢튻맽돌훐뗄ꆰ룉훐톧ꆱ,횪쪶쾰틢풸퓚룶쳥쪵볹탐뚯뗄믹뒡짏늻뛏믽샛,듓룶쳥닣,듓뛸쯑쯷ꆢ믱좡뫍샻폃럾컱맽돌훐틾몬뗄횪쪶ꆣ쏦떽ퟩ횯닣쏦,톧쾰믮뚯뚼폐쯹퓶잿ꆣ평듋,쳡돶죧쿂볙짨:(1)뫏ퟷ짺닺폫ퟩ횯톧쾰ꆡ떱맋뿍틔뫏ퟷ짺닺헟뗄짭럝돶쿖퓚럾컱짺닺맽돌훐쪱,뿉붫볙짨1bꆡ맋뿍2웳튵붻뮥쟩뺰쿂,맋뿍뷓뒥웤뾴ퟷ웳튵뗄튻훖춶죫튪쯘,맋뿍돉캪웳튵뗄돌뛈풽룟,풽폐샻폚듙뷸ퟩ횯쿲맋뿍톧쾰ꆣꆰ늿럖풱릤ꆱ,맋뿍뗄뷇즫랢짺쇋늿럖뇤뮯\[8ꆣ\]퓚(3)럾컱뚨훆폫ퟩ횯톧쾰ꆡ퓚럾컱뺭볃놳맋뿍뺰쿂,맋뿍뗄죕틦뛠퇹뮯뫍룶탔뮯뗄탨쟳늻뛏2웳튵붻뮥맽돌훐,맋뿍쓜솦,벴맋뿍쯹펵폐뗄횪쪶뫍벼쓜ꆢ톧쾰뫍쫔퇩뗄폻췻틔벰쯻쏇펿쿖,틲듋,쳡릩뚨훆뮯뗄럾컱뿉틔듸살룼룟뗄닎폫뛔뮰뗄쓜솦\[5\],뿉틔캪ퟩ횯쯹샻폃ꆣ맋뿍닎맋뿍싺틢뛈ꆣ뚨훆뮯놻죏캪쫇닮틬뮯햽싔뗄튻폫뫏ퟷ짺닺뗄돌뛈풽룟,풽쟣쿲폚죏캪ퟔ벺뗄훖뺺헹쫖뛎,헢훖햽싔쪹뗃맋뿍폐쇋룼뛠뗄톡얬솦붫믡뛔럾컱훊솿ꆢퟔ짭볛횵틔벰싺틢뛈폐퓱,벴뷓쫜뇪ힼ뮯뗄럾컱뮹쫇쳡돶뚨훆뮯뗄튪쯹릱쿗쟳ꆣ평폚럾컱뗄짺닺ꆢ릺싲ꆢ쿻럑튻냣랢짺퓚춬,폈웤퓚쓜캪ퟔ벺듸살룼듳샻틦쪱룼쫇죧듋ꆣ뇈죧,뮼헟퓚훎쇆맽돌훐닎폫믡헯,죏캪튻맽돌,죧맻맋뿍퓚릺싲늢쿻럑럾컱뗄맽돌훐쿲튽짺쳡릩횢ힴ탅쾢풽뛠,풽폐샻폚튽짺ퟶ돶돶쿖탨쟳짏뗄뇤뮯,뇘좻튪쟳웳튵뗄잰첨풱릤벰쪱ퟶ돶톸쯙쿬펦\[19\]ힼ좷뗄헯뛏,탨튪풱릤뻟폐뷏뛠뗄쇩,틲듋,뮼헟믡뺡솿뗘엤뫏튽짺췪돉럾컱짺닺맽돌ꆣ평듋,믽벫닎폫뫏ퟷ짺닺틽랢맋믮탔뫍뷏잿뗄에뛏솦,닅쓜싺ퟣ맋뿍뗄룶탔뮯뿍ퟔ짭뷇즫뗄퇝뇤,떼훂쇋맋뿍쟩룐짏뗄믽벫탨쟳ꆣ춨맽쪵볹뺭퇩뗄늻뛏믽샛,웳튵뗄뚴달솦닎폫뫍에뛏쓜솦뗃떽쳡룟,듓뛸폐헫뛔탔뗘뛔살ퟔ,듙뷸쇋맋뿍쓜솦뗄랢믓,뛸쟒맋뿍룼샖폚붫쯻쏇뗄횪쪶폫럾컱쳡릩헟럖쿭맋뿍뗄뇤뮯닉좡탐뚯ꆣ쇭췢,평폚럾컱닺욷놾짭,폐샻폚웳튵춨맽뛠훖쫖뛎뫍톧쾰쟾뗀믱좡맋뿍횪쪶ꆣ평듋쫇튻훖맽돌,웤잱퓚탨쟳룼쫇튻훖캴퓸쳥퇩맽,쳡돶죧쿂볙짨뗄맽돌,룃샠맋뿍횪쪶쿠뛔폚폐탎닺욷횪쪶룼:볙짨캪쒣뫽,맋뿍뫜쓑ퟶ돶쟥컺뗄쏨쫶뫍ힼ좷뗄랴1aꆡ맋뿍2웳튵붻뮥쟩뺰쿂,뫏ퟷ짺닺폐샻폚듙뷸ퟩ횯쿲맋뿍톧쾰ꆣ삡,틲듋,뒫춳뗄쫐뎡뗷퇐랽램퓚믱좡맋뿍잱퓚탨쟳탅쾢쪱췹췹솦늻듓탄\[20,21ꆣ\]좻뛸,맋뿍퓚닎(2)맋뿍뷓뒥폫ퟩ횯톧쾰ꆡ퓚럾컱짺닺쾵춳훐,맋뿍췹췹룹뻝쪵볊뷓뒥떽뗄잰첨ퟷ튵뫍폫럾컱짺닺맽돌훐쳡돶뗄룶탔뮯탨쟳,쫇맋뿍룐횪떽뗄럾컱훊솿뛔헻룶럾컱짺닺ퟶ돶움볛ꆣꋙ튻냣뛸퇔ퟩ횯톧쾰뗄퇐뺿컄쿗쫽솿훚뛠,헢샯늻뷸탐쿪쾸ퟜ뷡,,잰첨ퟷ튵뗄퓶볓,틢캶ퟅ럾컱쇷돌훐ퟛ쫶탔컄헂쟫닎볻컄쿗\[12,13ꆣ\]ꆤ220ꆤ
맋뿍2웳튵붻뮥뛔럾컱뒴탂뗄펰쿬:믹폚ퟩ횯톧쾰뗄쫓뷇ꆪꆪ헅죴폂ꆡ쇵탂쎷ꆡ췵몣헤ꆡ뗈횪쪶뗄튻훖췢퓚뮯뇭쿖,폐훺폚복짙횪쪶뗄쒣쳡릩뇈뺺헹헟룼룟훊솿뗄닺욷믲럾컱ꆣ퓚탂뺭뫽탔,듙돉틾탔횪쪶쿲쿔탔횪쪶뗄뮯뫍횪쪶볃쪱듺,횪쪶놻죏캪쫇웳튵ퟮ뻟햽싔볛횵뗄뗄틆ꆣ평듋,쳡돶죧쿂볙짨:풴,탭뛠톧헟횸돶뒴탂맽돌훐캨튻훘튪뗄풴볙짨1cꆡ맋뿍2웳튵붻뮥쟩뺰쿂,럾컱뚨훆뻍쫇횪쪶ꆣ퓚맋뿍2웳튵붻뮥맽돌훐,ퟩ횯톧쾰폐샻폚듙뷸ퟩ횯쿲맋뿍톧쾰ꆣ폐훺폚퓶잿웳튵뗄횪쪶믹뒡,뷸뛸듓3룶랽쏦ꆡ뒴탂럕캧뗄뗷뷚ퟷ폃듙뷸럾컱웳튵뗄럾컱뒴탂:ꋙ춨맽듓맋뿍쓇샯뺡맜훮뛠컄쿗틑뺭횤쪵뒴탂럕캧뛔ퟩ횯톧벰쪱믱뗃맘폚럾컱좱쿝뫍짌컱쒣쪽뗈횪쪶,폐쾰탐캪폐ퟅ횱뷓뗄듙뷸ퟷ폃\[22\],떫뒴탂럕캧뛔샻폚쳡룟럾컱짺닺뫍뒫뗝뗄킧싊,듓뛸붵뗍돉폚ퟩ횯톧쾰뗄볤뷓펰쿬짐캴틽웰ퟣ릻뗄훘쫓ꆣ놾,쳡룟ퟩ횯뗄닆컱벨킧;ꋚ퓶잿쇋웳튵뾪랢탂뒴탂탍뗄ퟩ횯럕캧틢캶ퟅퟩ횯쓚뎫떼믽벫뗄뒴럾컱뗄틢풸뫍쪵쿖탂뗄뒴탂ퟩ뫏뗄쓜솦,쯵뛌탂릹쮼뫍릵춨,늢쟒ퟩ횯쳡릩쿠펦뗄풴틔횧쇋탂럾컱뗄뾪랢훜웚,틔쿠뛔폚뺺헹뛔쫖룼뿬돖뒴탂탔뗄쿫램뢶훮쪵쪩\[23ꆣ\]퓚뒴탂럕캧뷏룟뗄쯙뛈뾪랢돶탂럾컱,폐훺폚놣돖뫍쳡짽쫐뎡뗄쟩뿶쿂,튻랽쏦,퓚럾컱짺닺뫍뒫뗝맽돌훐,뺺헹뗘캻,뾪췘탂뗄쫐뎡믺믡\[27\];ꋛ춨맽믱좡폐튻쿟럾컱풱릤쫜뒴탂럕캧뗄좾,췹췹뎢쫔폃맘맋뿍떱잰뫍잱퓚탨쟳뗄횪쪶,웳튵쓜릻ힼ좷늻춬뗄랽램뷢뻶럾컱맽돌훐춬퇹뗄컊쳢ꆣ맋뿍뗘룄뷸믲뾪랢돶ꆰ쫊쿺뛔슷ꆱ뗄럾컱,쇴힡맋뿍쫇쯻쏇뒴탂쮼쿫뗄훷튪살풴,죧맻튪ힷ쟳뒴탂늢쳡룟맋뿍룐횪뗄럾컱훊솿,늢폐훺폚웳튵컼탔뗄쿫램,쯻쏇쫆뇘믡룼볓맘힢폐볛횵뗄맋뿍틽탂뗄뿍뮧\[28,29ꆣ\]평듋,쳡돶죧쿂볙짨:횪쪶,뮻퇔횮,헢킩풱릤믡훷뚯뗘듓맋뿍2웳튵볙짨3ꆡ퓚럾컱붻뮥맽돌훐뗄ퟩ횯톧쾰폐붻뮥맽돌훐믱좡횪쪶,늢퓚쓚늿릲쿭붻쇷,폐틢샻폚럾컱뒴탂벨킧뗄쳡룟ꆣ쪶뗘뾪햹톧쾰믮뚯;쇭튻랽쏦,맜샭죋풱춨맽맄샸풱릤뗄뒴퓬솦ꆢ붱샸ꆰ맋뿍떼쿲ꆱ뗄뒴탂,듙쪹2ꆡ퇐뺿짨볆ퟩ횯쓚뗄룷룶늿럖(풱릤ꆢ릤ퟷ췅뛓ꆢ횰쓜늿쏅)ꆡ퇹놾룼폐뚯솦좥맘힢맋뿍횪쪶,틲듋,맋뿍2웳튵붻퓚2006쓪8ꆫ10퓂,쯦믺톡퓱쇋짂컷ꆢ맣뚫뮥룼죝틗랢믓뛔ퟩ횯톧쾰뗄듙뷸ퟷ폃ꆣ랴횮,퓚뫍붭쯕3룶쪡럝뗄231볒럾컱웳튵뷸탐컊뻭뗷뒴탂럕캧뷏뗍뗄쟩뿶쿂,ퟩ횯췹췹좱랦뚯솦좥닩,믘쫕143럝,웤훐폐킧컊뻭122럝,폐킧컊뻭릹쮼탂뒴틢,늢쟒늻쓜쳡릩쿠펦뗄뒴탂횧돖\[24\],싊캪%ꆣ폐킧컊뻭몭룇쇋7룶럾컱늿쏅:튽뛔췢뷧듌벤(뇈죧맋뿍틽훂뗄늻좷뚨탔ꆢ탨쟳뇤쇆(33)ꆢ싃폎(21)ꆢ뷰죚(18)ꆢ랿뗘닺(17)ꆢ컯쇷뮯쟷쫆)뗈랴펦늻릻쏴룐ꆣ헢퇹,ퟩ횯뻍컞램퓋쫤(16)ꆢ톯(13)뫍뗧탅(4)ꆣ퓚듳맦쒣뗷닩힡늢돤럖샻폃맋뿍쳡릩뗄톧쾰믺믡,횪쪶뗄믽횮잰,쫂쿈퓚컷낲톡퓱쇋3볒럾컱웳튵뷸탐풤샛훷튪쫇춨맽놻뚯뗄톧쾰믲헟컞틢쪶뗄ꆰ룉훐뗷퇐,룹뻝풤쫔헟쳡릩뗄틢볻,컊뻭뺭맽2듎탞톧ꆱ살뷸탐뗄ꆣ맋뿍2웳튵붻뮥늻쓜쏷쿔뗘듙뷸룄뫍췪짆뫳헽쪽랢럅,랢럅뛔쿳뛠캪웳튵쓚훐ퟩ횯톧쾰뗄쳡룟,틲듋,뒴탂럕캧뗄쳡룟,폐샻룟닣맜샭죋풱(웤훐풼1ö3캪CEO믲COO,웤폠폚퓶잿맋뿍2웳튵붻뮥뛔ퟩ횯톧쾰뗄듙뷸ퟷ폃ꆣ풼2ö3캪늿쏅뺭샭)ꆣ캪뇜쏢캴믘쫕컊뻭욫닮뗄평듋,쳡돶죧쿂볙짨:컊쳢,놾퇐뺿뛔믘쫕뗄122럝폐킧컊뻭폫믘쫕볙짨2ꆡ뒴탂럕캧믡뗷뷚(a)뫏ퟷ짺닺;(b)뗄21럝컞킧컊뻭벰캴믘쫕뗄88럝컊뻭퓚웳튵맋뿍뷓뒥;(c)럾컱뚨훆폫ퟩ횯톧쾰횮볤뗄헽쿲맦쒣ꆢ쯹폐좨샠탍뗈랽쏦ퟶ쇋뇈뷏,랢쿖2샠퇹맘쾵,벴죴뒴탂럕캧쳡룟,퓲룼죝틗랢믓맋뿍2놾늢컞쿔훸닮틬ꆣ웳튵붻뮥뛔폚ퟩ횯톧쾰뗄듙뷸ퟷ폃ꆣꆡ뇤솿닢솿ꆡퟩ횯톧쾰뛔럾컱뒴탂벨킧뗄펰쿬캪쇋좷놣닢솿릤뻟뗄킧뛈벰탅뛈,퓚맋뿍2뒴탂ퟷ캪캬돖뺺헹폅쫆뗄살풴,틀뾿폚ퟩ웳튵붻뮥ꆢퟩ횯톧쾰ꆢ뒴탂럕캧벰뒴탂벨킧뗈룅횯훐룶쳥뫍벯쳥뗄횪쪶ꆢ뺭퇩뫍벼쓜ꆣSTA2쓮뗄닙ퟷ탔뚨틥벰뫢솿랽램짏,놾퇐뺿훷튪닉TA\[25\]랢쿖,ퟩ횯톧쾰뿉떼훂뒴탂,폈웤쫇퓚횪폃맺쓚췢쿖폐컄쿗틑쪹폃맽뗄솿뇭,퓙룹뻝퇐쪶쏜벯뗄닺튵훐,룶죋폫ퟩ횯뗄톧쾰틽떼뒴탂,뺿쒿뗄쫊떱뗷헻,ퟷ캪쫕벯쪵횤쫽뻝뗄릤뻟ꆣ컊뷸뛸돉캪ퟩ횯훐캨튻뿉돖뻃뺺헹폅쫆뗄살풴ꆣ뻭쿈듓펢폯랭틫돉몺폯,좻뫳퓙듓몺폯랭틫믘믹폚풴뗄웳튵샭싛죏캪,웳튵쫇룷훖풴뗄떽펢폯늢폫풭컊뻭솿뇭뷸탐뛔뇈,틔움맀컊뻭벯뫏,웳튵쳘폐뗄쓑틔놻쒣럂뗄풴쫇횧독웤훐폃듊뗄잡떱탔,늢볓틔탞헽ꆣ뺺헹폅쫆뗄훷튪살풴\[26\],헢킩풴폐훺폚웳튵맋뿍2웳튵붻뮥솿뇭룄뇠ퟔSKAGGS뗈\[9\]ꆤ221ꆤ
맜샭톧놨뗚7뻭뗚2웚2010쓪2퓂쳡돶뗄맋뿍폫럾컱맽돌붻뮥뗄닢솿쳢쿮,룃솿(b=,p<),틲듋,볙짨1aꆫ1c뫍볙뇭냼삨뫏ퟷ짺닺ꆢ맋뿍뷓뒥뫍럾컱뚨훆3룶캬짨3뗃떽쇋퇩횤ꆣ뛈,쓚늿튻훂탔쾵쫽(CronbachΑ)럖뇰캪ꆢ뇭1ꆡ맋뿍2웳튵붻뮥ꆢퟩ횯톧쾰폫럾컱뒴탂벨킧펰쿬뫍ꆣퟩ횯톧쾰솿뇭햪ퟔHULT뗈\[17\]뫍킧맻뗄뛠풪믘맩럖컶BAKER뗈\[30\]뗄솿뇭,톡좡틲ퟓ퓘뫉듳폚뇤솿ꆡꆡꆡ쒣탍1쒣탍2뗄쳢쿮,뗃떽11쿮,럖캪3룶캬뛈:ퟔ랢톧쾰뎣쫽쿮ꆡꆡ탐튵ꆡ()ꆢ뾪럅톧쾰()뫍톧쾰벼쟉(),틀맦쒣ꆡ듎냼삨ꆡ룶ꆢ4룶뫍3룶쳢쿮ꆣ뒴탂럕캧솿뇭룄뿘훆뇤솿쯹폐좨샠탍ꆡꆡ뇠ퟔSCOTT뗈\[22\뗄]솿뇭뺺헹잿뛈ꆡꆡ,듓웤훐톡퓱쇋7룶쳢쿮,늻럖캬뛈,쓚늿튻훂탔쾵쫽캪헾뢮룉풤돌뛈ꆡꆣ럾컱뒴뫏ퟷ짺닺ꆡꆪ탂벨킧솿뇭닉폃COOPER\[31\]뗄솿뇭,럖캪4룶ퟔ뇤솿맋뿍뷓뒥ꆡꆪ캬뛈럾컱뚨훆ꆡꆪ:닆컱벨킧()ꆢ맋뿍맘쾵()ꆢ뺺헹뗘캻()뫍쫐뎡뾪췘()ꆣ좫늿컊뻭닉폃ퟩ횯톧쾰ꆪꆡ횵샮뿋쳘쪽7벶솿뇭,1뇭쪾ꆰ췪좫늻럻뫏ꆱ,7뇭R2ꆡꆡ쪾ꆰ췪좫럻뫏ꆱꆣAdj2R2ꆡꆡ캪쇋뿘훆웤쯻뇤솿뛔ퟩ횯톧쾰뫍럾컱뒴탂힢:ꋙN=122,(쿂춬)ꆣ쿔훸탔쮮욽:3p<;33뇭쪾p<벨킧듸살뗄펰쿬,퓚잰죋퇐뺿뗄믹뒡짏;333뇭쪾p<;3333뇭쪾p<(쮫캲볬퇩),,톡퓱쇋쿂춬ꆣꋚ퓚쒣탍1훐,틲뇤솿캪ퟩ횯톧쾰;퓚쒣탍2훐,틲뇤솿캪틔쿂5룶뿘훆뇤솿:웳튵맦쒣ꆢ쯹뒦탐튵ꆢ쯹폐럾컱뒴탂벨킧ꆣ좨샠탍ꆢ쫐뎡뺺헹잿뛈틔벰헾뢮룉풤돌뛈ꆣ웤훐,웳튵맦쒣닉폃웳튵좫횰풱릤뗄죋쫽ꆡꆡ닉폃닣듎믘맩랽램살퇩횤볙짨2aꆫ2cꆣ뗚1,늢뛔쫽뻝ퟶ뛔쫽뮯뒦샭,웤폠4룶ퟷ캪탩쓢뇤솿뷸탐늽쿈죃뿘훆뇤솿뷸죫믘맩랽돌,뗚2늽볓죫ퟔ춳볆ꆣ뇤솿(뫏ퟷ짺닺ꆢ맋뿍뷓뒥ꆢ럾컱뚨훆ꆢ뒴탂럕캧),뗚3늽볓죫ퟔ뇤솿폫뗷뷚뇤솿뗄돋믽쿮3ꆡ퇐뺿뷡맻(뫏ퟷ짺닺ꇁ뒴탂럕캧ꆢ맋뿍뷓뒥ꇁ뒴탂럕캧ꆢ닉폃럾컱뚨훆ꇁ뒴탂럕캧),닣듎믘맩럖컶뷡맻볻뇭춳볆럖컶죭볾,샻폃뛠풪믘맩뫍닣듎믘맩럖컶뛔퇐뺿볙짨뷸탐퇩횤ꆣ뇭2ꆣ뿉틔뾴돶,뒴탂럕캧뗷뷚뫏ퟷ짺닺폫ퟩ횯톧1훐쇐돶쇋볙짨1aꆫ1c뫍볙짨3뗄퇩횤뷡맻ꆣ뷡쾰횮볤뗄헽쿲맘쾵(b=,p<),뛸쟒튲맻뇭쏷뗷뷚럾컱뚨훆폫ퟩ횯톧쾰횮볤뗄맘쾵(b=,,럾컱붻뮥맽돌훐뗄뫏ퟷ짺닺ꆢ맋뿍뷓뒥ꆢ럾컱뚨훆럖뇰뛔ퟩ횯톧쾰폐ퟅ쿔훸뗄헽쿲p<),볙짨2a뫍볙짨2c춨맽퇩횤ꆣ떫쫇뒴탂펰쿬ퟷ폃럕캧뛔맋뿍뷓뒥폫ퟩ횯톧쾰횮볤뗄맘쾵늢컞쿔(p<)ꆣ춬쪱,헽죧쳡돶뗄볙짨,ퟩ횯톧쾰뛔럾컱뒴탂벨킧튲폐ퟅ쿔훸뗄듙뷸ퟷ폃훸뗄뗷뷚ퟷ폃,틲듋,볙짨2b캴춨맽퇩횤ꆣ뇭2ꆡ뒴탂럕캧뛔맋뿍2웳튵붻뮥뫍ퟩ횯톧쾰횮볤맘쾵뗷뷚ퟷ폃뗄닣듎믘맩럖컶뇤솿쒣탍3쒣탍4쒣탍5뷘뻠ꆡꆡꆡ탐튵ꆡꆡꆡ맦쒣ꆡꆡꆡ뿘훆뇤솿쯹폐좨샠탍ꆡꆡ뺺헹잿뛈ꆡꆡꆡ헾뢮룉풤돌뛈뫏ퟷ짺닺ꆪꆡꆡꆡꆡퟔ뇤솿맋뿍뷓뒥ꆪꆡꆡꆡꆡ럾컱뚨훆ꆪꆡꆡꆡꆡ뒴탂럕캧ꆪꆡꆡꆡꆡ뫏ퟷ짺닺ꇁ뒴탂럕캧ꆪꆡꆡꆪꆡꆡꆡ돋믽쿮맋뿍뷓뒥ꇁ뒴탂럕캧ꆪꆡꆡꆪꆡꆡꆡ럾컱뚨훆ꇁ뒴탂럕캧ꆪꆡꆡꆪꆡꆡꆡ횵ꆡꆡꆡꆡꆡꆡ뇤뮯횵ꆡꆪꆡꆡꆡ힢:틲뇤솿캪ퟩ횯톧쾰ꆣꆤ222ꆤ
맋뿍2웳튵붻뮥뛔럾컱뒴탂뗄펰쿬:믹폚ퟩ횯톧쾰뗄쫓뷇ꆪꆪ헅죴폂ꆡ쇵탂쎷ꆡ췵몣헤ꆡ뗈럾컱뒴탂벨킧,헢뛔폚웳튵뾪햹럾컱뒴탂폐뷏4ꆡ쳖싛뫃뗄웴쪾ퟷ폃ꆣ맜샭닣펦듓2룶랽쏦ퟅ쫖살룄놾퇐뺿첽쳖쇋맋뿍2웳튵붻뮥뛔ퟩ횯톧쾰짆ퟩ횯톧쾰뗄ힴ뿶:ꋙ쫷솢ꆰ쿲맋뿍톧쾰ꆱ뗄맛뗄펰쿬,틔벰쫇럱믡춨맽ퟩ횯톧쾰듙뷸웳튵럾쓮,춨맽럾컱쇷돌짨볆,죃맋뿍룼뛠뗘닎폫럾컱컱뒴탂벨킧뗄샭싛컊쳢ꆣ뷡맻뇭쏷,맋뿍2웳튵맽돌,훷뚯뒴퓬쿲맋뿍톧쾰뗄믺믡;ꋚ쯜퓬솼뫃붻뮥뛔ퟩ횯톧쾰폐ퟅ헽쿲뗄듙뷸ퟷ폃,뛸쟒헢뗄ퟩ횯뒴탂럕캧,맄샸풱릤쟳탂,붫풱릤톧쾰탐훖듙뷸ퟷ폃뿉쓜믡쫜떽ퟩ횯뒴탂럕캧뗄뗷뷚,캪쓉죫뾼움쳥쾵,뚽듙웳튵짏쿂틢쪶떽톧쾰뗄ퟩ횯톧쾰쓜릻듸살뷏룟뗄럾컱뒴탂벨킧ꆣ뺡맜볛횵,틔뾪럅뗄탄훇,믽벫냑컕쿲맋뿍톧쾰뗄믺틔췹맘폚ퟩ횯톧쾰뫍뒴탂벨킧뗄퇐뺿컄쿗뫜믡ꆣ뛠,떫뫜짙폐톧헟듓럾컱짺닺맽돌뗄뷇뛈살뾼달맋뿍2웳튵맘쾵뛔ퟩ횯톧쾰틔벰뒴탂벨킧뗄5ꆡ뷡폯펰쿬,틲듋,놾퇐뺿뷡싛뛔틑폐퇐뺿컄쿗폐쯹췘놾퇐뺿듓럾컱튵뗄쳘탔돶랢,믹폚ퟩ횯톧햹ꆣ쾰뗄쫓뷇,쳡돶쇋맋뿍2웳튵붻뮥뫍럾컱뒴탂벨럾컱웳튵폫훆퓬튵뗄쿔훸닮틬횮튻뻍퓚킧횮볤맘쾵뗄퇐뺿뿲볜,늢춨맽뛔짂컷ꆢ맣뚫뫍폚:맋뿍냼몬폚럾컱짺닺맽돌늢폫웳튵랢짺늻붭쯕3룶쪡럝뗄122볒럾컱웳튵뗄컊뻭뗷닩뛔춬돌뛈뗄붻뮥,헢튲쫇럾컱짺닺뫍뒫뗝뗄뇘탨,쯹쳡돶뗄퇐뺿볙짨뷸탐퇩횤ꆣ쪵횤퇐뺿뗄뷡싛맋뿍웰떽ꆰ뫏ퟷ짺닺헟ꆱ뗄ퟷ폃ꆣ듓맋뿍뷇즫뫍뿉맩쓉캪틔쿂2뗣:ꋙ맋뿍2웳튵붻뮥쟩뺰쿂,맋뿍쓜솦뗄뷇뛈살뾴,죧맻맋뿍퓚럾컱맽돌훐뫏ퟷ짺닺폐샻폚맋뿍뷇즫뗄뇤틔벰맋뿍쓜솦뮨럑뷏뛠뗄얬솦,쯻쏇냧퇝뗄뷇즫랢짺쇋뇤뮯,뗄돤럖랢믓,듓뛸듙뷸쇋ퟩ횯톧쾰;맋뿍뷓뒥뫍돉캪웳튵뗄ꆰ늿럖ꆱ풱릤ꆣ헢훖뮯삭뷼쇋맋뿍럾컱뚨훆믡퓶볓럾컱짺닺맽돌뗄늻좷뚨탔,살폫웳튵횮볤뗄짧믡뻠샫,쿠뮥횮볤닺짺쇋폑틪ퟔ맋뿍뗄톹솦돉캪ퟩ횯톧쾰뗄뚯솦ꆣ춬쪱,3룶믲탅죎\[32\],맋뿍룼풸틢폫웳튵릲쿭ퟔ벺뗄횪쪶ꆢ캬뛈췘뿭쇋웳튵쿲맋뿍톧쾰뗄춨뗀,폐샻폚ퟩ벼쓜틔벰쳥퇩뗈,헢퇹,맋뿍쓜솦뗃떽쇋룼뫃뗄횯톧쾰ힴ뿶룄짆ꆣ쇭췢,뒴탂럕캧믡뗷뷚맋뿍2랢믓,캪웳튵쳡릩쇋룼뛠뗄톧쾰믺믡,듓뛸듙뷸웳튵붻뮥뫍ퟩ횯톧쾰횮볤뗄헽쿲맘쾵ꆣꋚ춨맽쇋ퟩ횯톧쾰ꆣ럖컶ퟩ횯톧쾰폫뒴탂벨킧횮볤뗄맘쾵,뷒쪾쇋퓚럾컱맽돌훐,맋뿍뷓뒥돌뛈믲럾컱뚨훆맋뿍2웳튵붻뮥춨맽펰쿬ퟩ횯톧쾰뗄쳡룟ꆢ뷸뛸돌뛈쳡룟,룸웳튵듸살룼뛠뗄늻좷뚨탔ꆣ럾컱풱릤캪쇋펦뛔늻좷뚨탔,췹췹탨튪뒦샭룼뛠뗄탅뛔럾컱뒴탂벨킧폐헽쿲뗄듙뷸ퟷ폃,헢튻랢쿖쾢폐훺폚죋쏇룼짮죫뗘샭뷢맋뿍뛔웳튵럾컱뒴탂,믡룼볓맘힢맋뿍쿠맘뗄횪쪶ꆣ튻떩쯻쏇룺늻짏맋뿍뇤뮯뗄늽랥,뻍뿉쓜쪧좥릤ퟷꆣ춬퇹뗄듙뷸ퟷ폃ꆣ,튻룶웳튵죧맻룺늻짏맋뿍뗄뇤뮯,튲믡놻쳔청돶닎뾼컄쿗쫐뎡ꆣ맋뿍듸살뗄톹솦째춸떽룶죋닣쏦뫍ퟩ횯\[1\]?샗,컢맳짺.럾컱뒴탂퇐뺿랽램ퟛ쫶[J\].뿆퇐맜닣쏦,죃웳튵죏쪶떽쿲맋뿍톧쾰뗄볛횵,듓뛸쟽샭,2004,25(3):19ꆫ23.뚯ퟅ룶쳥öퟩ횯좥훷뚯톧쾰,헢튲퇩횤쇋\[2\]GALLOUJF,뗈\[33\]뗄랢쿖,벴췢뷧톹솦믡듸살vices[J\].ResearchPolicy,1997,26(4ö5):537ꆫ556.룼룟뗄톧쾰뚯솦ꆣ춬쪱,맋뿍퓚럾컱맽돌훐뒫뗝\[3\]?샗,컢맳짺.럾컱뒴탂:퇐뺿쿖ힴꆢ룅쓮뷧뚨벰쳘헷뗄탨쟳탅쾢쏨쫶[,붵뗍쇋맋뿍횪쪶뗄쒬믡탔(tacit2J\].뿆퇐맜샭,2005,26(2):1ꆫ\[4\]JOHNEA,:ss),폐훺폚횪쪶듓맋뿍쿲웳튵틆,틲듋,맋뿍뷓뒥뫍럾컱뚨훆뚼믡듙쪹ퟩ횯쿲맋뿍톧쾰ꆣAReviewoftheLiteratureandAnnotatedBibliogra2춬쪱phy[J\].EuropeanJournalofMarketing,1998,32(3ö,놾퇐뺿튲랢쿖,뒴탂럕캧ퟷ캪ퟩ횯쓚뛔뒴퓬탔믮뚯횧돖믲늻횧돖뗄튻훖ힴ첬뫍쟩뺰4):184ꆫ251.,믡헽쿲뗷뷚짏쫶뫏ퟷ짺닺뫍럾컱뚨훆뛔ퟩ횯톧쾰\[5\][J\].듙뷸ퟷ폃,뛸헢훖뗷뷚ퟷ폃뛔폚맋뿍뷓뒥폫ퟩJournalofProductInnovationManagement,2001,18(3):247ꆫ257.횯톧쾰횮볤뗄맘쾵늢늻쿔훸,뿉쓜뗄풭틲쫇,맋\[6\]뿍뷓뒥돌뛈룼뛠뗘좡뻶폚럾컱ퟷ튵쇷돌짨볆ꆣvolvementinNewServiceDevelopment[J\].Journal놾퇐뺿뮹랢쿖,ퟩ횯톧쾰쓜릻쿔훸뗘듙뷸oftheAcademyofMarketingScience,2002,30(3):ꆤ223ꆤ
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