냪 ꗟ ꒤ ꑳ ꑪ 뻇 룪끔뫞뉺곣ꡳ꧒ 뫓ꑨ뷗ꓥ 뻉뇐뇂ꅇꩌꫢ뱺 돕ꑨ 맯뫴룴뱳ꝩ멁ꯗ꒧뷕걤곣ꡳ 곣 ꡳ ꗍꅇ뚳ꟓꓥ 벶 ꒤뗘ꗁ냪 ꑋꑑꑅ ꙾ ꑃ ꓫ
멋굮 뫴룴꣏ꗎ맯뫴룴뱳ꝩ멁ꯗ꒧뷕걤곣ꡳ 곣ꡳꗍꅇ뚳ꟓꓥ 뻉뇐뇂ꅇꩌꫢ뱺 돕ꑨ 뷗ꓥ멋굮 껸뙏맯뱳ꝩꪺ멁ꯗ라뱶암꣬껸뙏ꪺ볉앓ꅂꩠ띎뭐맯귓ꝏ뱳ꝩ꒧삳ꅁ뙩ꛓ뱶암뱳ꝩ껄ꩇꅃ륌ꕨꪺ곣ꡳꅁꙨ결뷕걤ꗁ늳맯뛇닎ꑪ늳둃엩뱳ꝩꪺ멁ꯗꅁ맯꧳뫴룴둃엩ꪺ뷕걤ꅁ냪꒺ꥼ곛럭꿊ꕆꅃꙝꚹꅁꖻ곣ꡳ녎끷맯덯귓ꕄ썄낵놴끑ꅃ ꖻ곣ꡳ뇄ꗎSchlosserꙢ1999꙾뷕걤과냪뫴룴꣏ꗎ맯뫴룴뱳ꝩ멁ꯗ꧒꣏ꗎꪺ냝ꣷꅁ롧ꭥ뻉곣ꡳꯡ귗릢ꛓꚨꅃ꧳2000꙾5ꓫ꦳6ꓫ뚡ꅁꝑꗎ뫴룴뷕걤ꩫ뷕걤냪꒺뫴룴꣏ꗎ맯뫴룴뱳ꝩ꒧멁ꯗꅁꙀꚬ꣬383ꗷꚳ껄냝ꣷꅁ롧닎군꓀꩒녎ꭥ뻉곣ꡳ꒤꒧띎ꢣ띊뻣ꯡ땯뉻ꅇ 1. ꗘꭥ냪꒺뫴룴꣏ꗎ맯뫴룴뱳ꝩ꒧뻣엩멁ꯗ낾굴궱ꅁꚳꉈꪺꑈ꒣돟앷뫴룴뱳ꝩꅁꚳꉈꪺꑈ돟앷뫴룴뱳ꝩꅁ꣤빬ꉈ꯹꒤ꗟꪺ멁ꯗꅃ 2. 뱶암맯뫴룴뱳ꝩ멁ꯗ꒧ꕄ굮ꙝ꿀결ꅵ뱳ꝩ껄ꗎ뭐ꭈꗴꅶꕈꅵ끤띐ꅶꅁꙢ귓ꝏ뚵ꗘꪺ뱶암ꑗꅁꕈ뫴룴뱳ꝩꪺ룪끔뒣꣑뱶암돌ꑪꅃ 3. 맯뫴룴뱳ꝩ꒧뻣엩멁ꯗꕩ꓀결ꅵ끑립뫴룴뱳ꝩ롳ꅶꅂꅵ돟띒뫴룴뱳ꝩ롳ꅶꕈꅵ맯뫴룴뱳ꝩ멁ꯗ꒤ꗟ롳ꅶ떥ꑔ귓뇚롳ꅃꚹꑔ귓뇚롳Ꙣ맯뫴룴뱳ꝩ멁ꯗꅂꡫꑫꓱ꣒ꅂ뇐땻ꯗꅂ뫴룴꣏ꗎ롧엧왛곝뫴룴뱳ꝩꚸ볆떥꽓꧊ꑗꚳꧺ엣꒣Ꙑꅃ
ꗘ뿽 ꗘ 뿽 닄ꑀ뎹ꅂ 뫼 뷗............................................................................................................1 닄ꑀ론ꅂ 곣ꡳ굉뒺뭐냊뻷......................................................................................1 닄ꑇ론ꅂ 곣ꡳꗘꪺ..................................................................................................2 닄ꑔ론ꅂ 곣ꡳ맯뙈뭐뵤돲......................................................................................3 닄ꕼ론ꅂ 곣ꡳꡂ왊..................................................................................................3 닄꒭론ꅂ 뷗ꓥ걛멣..................................................................................................4 닄ꑇ뎹ꅂ ꓥ쑭놴끑......................................................................................................5 닄ꑀ론ꅂ 뱳ꝩ..........................................................................................................5 닄ꑇ론ꅂ 뫴믚뫴룴뱳ꝩ........................................................................................12 닄ꑔ론ꅂ 뫴룴꣏ꗎ꽓꧊뭐뭐뫴룴뷕걤ꑵ꣣....................................................24 닄ꑔ뎹ꅂ 곣ꡳꓨꩫ....................................................................................................27 닄ꑀ론ꅂ 곣ꡳ걛멣................................................................................................27 닄ꑇ론ꅂ ꗽ뻉곣ꡳ................................................................................................29 닄ꑔ론ꅂ 냝ꣷ덝군................................................................................................36 닄ꕼ론ꅂ 룪껆ꚬ뚰................................................................................................37 닄꒭론ꅂ 룪껆꓀꩒ꓨꩫ........................................................................................37 닄ꕼ뎹ꅂ 룪껆꓀꩒....................................................................................................39 닄ꑀ론ꅂ 볋ꖻ둹굺뭐뇔굺닎군꓀꩒....................................................................39 닄ꑇ론ꅂ 맯뫴룴뱳ꝩ멁ꯗ뙱ꫭ꒧ꙝ꿀꓀꩒ꅂꭈꯗ뭐껄ꯗ꓀꩒........................48 닄ꑔ론ꅂ 뱶암뫴룴뱳ꝩ멁ꯗ꒧끪쉫꓀꩒............................................................53 닄ꕼ론ꅂ 맯뫴룴뱳ꝩ멁ꯗ꒧뚰롳꓀꩒................................................................56 닄꒭론ꅂ 맯뫴룴뱳ꝩ멁ꯗ꒧ꙕ롳닕꽓뱸꓀꩒....................................................59 닄꒻론ꅂ 뭐꣤ꕌꓥ쑭꒧ꓱ룻................................................................................65 닄꒭뎹ꅂ 떲뷗뭐ꯘ쒳................................................................................................67 닄ꑀ론ꅂ 곣ꡳ땯뉻뭐떲뷗....................................................................................67 닄ꑇ론ꅂ 맯뫴룴뱳ꝩ맪냈삳ꗎꪺꯘ쒳................................................................69 닄ꑔ론ꅂ 곣ꡳ궭꣮뭐ꯡ쓲곣ꡳꯘ쒳....................................................................70 냑ꛒꓥ쑭......................................................................................................................71 뿽ꅇꖿꚡ뷕걤꒧냝ꣷ..........................................................................................I
ꗘ뿽 맏ꗘ뿽 맏2-1. 껸뙏덂뉺룪끔볒ꚡ…………………………………………………………8 맏2-2. ꑪ늳뛇둃볒ꮬ………………………………………………………………..13 맏2-3. ꑈ믚뭐륱뢣꒤꒶뛇벽볒ꮬ…………………………………………………..14 맏2-4. 뙗둃엩륱뢣뮲ꝕ볒ꮬ………………………………………………………..14 맏3-1. 왛꧀ꮬ걛멣…………………………………………………………………..27 맏4-1. 뚰롳꓀ꝇ맏…………………………………………………………………..59
ꗘ뿽 ꫭꗘ뿽 ꫭ2-1 뱳ꝩꪺꥷ롱.......................................................................................................6 ꫭ2-2. ꑀ꿫뱳ꝩ멁ꯗ꒧멣궱....................................................................................10 ꫭ2-3 BOEHLEFELD맯꧳둃엩쓝꧊꒧꓀꩒.................................................................15 ꫭ2-4 ꗾ뉹뫴룴뱳ꝩꖫ돵덗볒ꅝ1999~2005ꅞ 돦ꛬꅇ100롕과꒸.......................18 ꫭ2-5 뫴룴뱳ꝩꪺ쏾ꮬ.............................................................................................19 ꫭ2-6 뫴룴뱳ꝩ뗻꛴껄꽱궫굮볐.........................................................................21 ꫭ2-7. 냪꒺뫴믚뫴룴꣏ꗎ꽓꧊............................................................................24 ꫭ3-1. 땊쉉롳엩ꩫ꒧슽쒶떲ꩇ................................................................................29 ꫭ3-2. 귗ꯡ꒧맯뫴룴뱳ꝩ멁ꯗ뙱ꫭ....................................................................32 ꫭ3-3 ꭥ뻉곣ꡳ꒤꣼듺맯뫴룴뱳ꝩꪺ곝ꩫ.........................................................33 ꫭ4-1 ꣢ꚸ뷕걤꒧ꑈꑦ엜뚵ꓱ룻.............................................................................40 ꫭ4-2ꅇ꣢ꚸ뷕걤Ꙣꅵ맯뫴룴뱳ꝩ꒧멁ꯗꅶ꒧ꓱ룻...............................................41 ꫭ4-3ꅇ볋ꖻꅵꑈꑦꅶ닎군룪껆ꚸ볆꓀끴셠뻣뉺ꫭ...............................................42 ꫭ4-4ꅇꅵWWW꣏ꗎ뷕걤ꅶ룪껆ꚸ볆꓀끴셠뻣뉺ꫭ.........................................44 ꫭ4-5ꅇꅵ맯뫴룴뱳ꝩ꒧멁ꯗꅶ꒧뇔굺닎군.............................................................46 ꫭ4-6 ꅵ뫴룴뱳ꝩ뭐꣤ꕌ둃엩뱳ꝩ꒧ꓱ룻ꅶ.........................................................47 ꫭ4-7. 뫴룴뱳ꝩ뭐꣤ꕌ둃엩뱳ꝩꓱ룻꒧띊셠........................................................48 ꫭ4-8. 뻣엩룑쓀ꪺ엜늧볆—신뙢ꯡꪺ볆뻚............................................................49 ꫭ4-9. 신뙢ꯡ꒧ꙝ꿀꽸끽........................................................................................50 ꫭ4-10. PEARSONꭙ볆꽸끽ꫭ....................................................................................52 ꫭ4-11. ꙝ꿀멣궱뭐ꭈꯗ셠뻣뉺ꫭ..........................................................................52 ꫭ4-12. 덶ꡂ꓀꩒끪쉫ꭙ볆ꫭ..................................................................................54 ꫭ4-13 덶ꡂ꓀꩒끪쉫ꭙ볆ꫭ...................................................................................55 ꫭ4-14 ꒣Ꙑ뚰롳볆ꪺANOVA꓀롳엣뗛꧊샋ꥷ...................................................57 ꫭ4-15 SCHEFFE꓀롳떲ꩇ.........................................................................................57 ꫭ4-16. Kꖭꞡ볆ꩫ뚰롳꓀꩒떲ꩇ...........................................................................58 ꫭ4-17. SCHEFFE Ꙩ궫ꓱ룻........................................................................................58 ꫭ4-18 ꙕ롳닕뭐ꑈꑦ엜볆꒧뽗ꗟ꧊샋ꥷꫭ...........................................................60 ꫭ4-19. WWW꣏ꗎ롧엧꓀롳...................................................................................61 ꫭ4-20. ꙕ롳닕뭐WWW꣏ꗎ뷕걤꒧뽗ꗟ꧊샋ꥷꫭ.............................................61 ꫭ4-21. ꙕ롳닕맯뫴룴뱳ꝩ멁ꯗ꒧ꓱ룻..................................................................63 ꫭ4-22. ꙕ롳닕ꅵ뫴룴뱳ꝩ뭐꣤ꕌ둃엩뱳ꝩ꒧ꓱ룻ꅶ..........................................64
닄ꑀ뎹ꅂ뫼뷗 닄ꑀ뎹ꅂ?뫼 뷗 쁈뗛뫴룴ꑈꑦꪺꯦ뱀뱗ꕛꅁ륱ꑬ냓냈ꪺ붴꭫땯깩ꅁ덜Ꙩꪺꗸ띾뙽ꥬꝑꗎ뫴룴뱳ꝩꝀ결ꭐ빐ꪺꓢ걱ꅁ곛맯ꪺ뫴룴뱳ꝩꪺ곛쏶끑뷗ꑝꯦ덴뱗ꕛꅃ땍ꛓ륌ꕨꪺ곣ꡳꑪꙨ걏쏶꧳뫴룴뱳ꝩꪺ껄ꩇꅁ룻꿊ꕆ냪꒺뫴룴꣏ꗎ맯뫴룴뱳ꝩꪺꑀ꿫멁ꯗꅃꗑ꧳껸뙏맯뱳ꝩꪺ멁ꯗ라뱶암꣬껸뙏ꪺ볉앓ꅂꩠ띎뭐맯귓ꝏ뱳ꝩ꒧삳ꅁ뙩ꛓ뱶암뱳ꝩ껄ꩇꅩLutzꅁ1985ꅪꅃꙝꚹꖻ곣ꡳ띑ꑆ룑ꗘꭥ뫴룴꣏ꗎ맯꧳뫴룴뱳ꝩꪺꑀ꿫멁ꯗꅁꣃ놴끑ꕄ굮뱶암ꪺꙝ꿀결꛳ꅁ듁뇦꿠뒣꣑떹뫴룴뱳ꝩ녱띾ꑈ귻덗릺뭐ꗸ띾ꑊ뫴룴뱳ꝩ꒧냑ꛒꅃ ꖻ뎹둎ꖻ곣ꡳ꒧굉뒺뭐냊뻷ꅂ곣ꡳꗘꪺꅂ곣ꡳ맯뙈뭐뵤돲ꅂ곣ꡳ걹땻ꖻ뷗ꓥ꒧걛멣꓀굺꙰ꑕꅇ 닄ꑀ론ꅂ곣ꡳ굉뒺뭐냊뻷 쁈뗛뫴믚뫴룴ꪺ뒶뭐땯깩ꅁꑗ뫴ꑈꑦꑷ륆꣬꒣ꕩꦿ뗸ꪺꙡꡂꅁ껚뻚Computer Industry Almanace꒽뙽ꪺ돸ꝩꕘꅁꙢ1999꙾꦳ꗾ뉹셠ꑗ뫴ꑈꑦꑷ뙗륌꣢믵꒭ꑤꑅꛊ롕ꑈꅁ륷꛴Ꙣ2002꙾꒧ꭥꅁꗾ뉹ꪺꑗ뫴ꑈꑦ녎라륆꣬4믵9ꑤ롕ꑈꅃ궱맯ꚹꑀ썥ꑪꪺꖫ돵ꅁꙕ냪걆ꦲ닶꒣ꑊ륱ꑬ냓냈ꪺ냲슦ꯘ덝ꅁꛓꗸ띾곉ꑝ꿉꿉ꪺ룳ꑊ덯귓믢냬ꅁ꣏녯륱ꑬ냓냈꙰ꭂꯡ걋떫꿫ꪺꕘ뉻ꅃꙢIDCꅝInternational Data Corporationꅞ꧒꒽ꝇꅵꗾ뉹뫴믚뫴룴뭐륱ꑬ냓냈ꪺ륷듺ꅝThe Global Market Forecast for Internet Usage and Commerceꅞꅶ꒤ꕘꅁ2000꙾꦳ꗾ뉹녎라ꚳ29%ꪺ껸뙏꧳뫴룴ꑗ꣺녯늣ꭾꩁ냈ꅁꛓꛜ2003꙾껉룓뒶뉶녎ꚨꛜ38%ꅁꕂ뻣엩ꖭꞡꗦ꧶썂결ꗼ과꒸ꅃ엣ꢣꕘ륱ꑬ냓냈랥꣣땯깩ꭥ뒺ꅃ ꗑ꧳륱ꑬ냓냈ꪺ셣멡땯깩ꅁꑝ녡냊ꑆ뫴룴뱳ꝩꪺꟖ덴ꚨꅃꕈ과냪결꣒ꅁ뻚 1
닄ꑀ뎹ꅂ뫼뷗 과냪뫴룴뱳ꝩꞽ(Internet Advertising Bureau)꧒낵ꪺ뷕걤ꕘꅁ1999꙾과냪ꪺ뫴룴뱳ꝩ썂Ꙁ륆믵과꒸ꅁꓱ1998꙾ꪺ믵과꒸ꅁꚨꑆ141%ꅁꛓ1999꙾닄ꕼꥵꪺ썂17믵과꒸ꅁꟳꓱ1998꙾Ꙑ듁ꚨꑆ161%ꅩ룪끔놡돸꒤ꓟꅁ2000꙾6ꓫ21ꓩꅪꅃꛓꙢ냪꒺ꓨ궱ꅁ껚뻚룪떦라ꖫ돵놡돸꒤ꓟꪺ뇀꛴ꅁ녱1998꙾꣬1999꙾ꅁꕸ왗뫴룴뱳ꝩꖫ돵ꛜꓖꚨꑆ3궿ꅁ녱믵꒸꣬ꛜꓖ2믵8ꕡ롕꒸ꅁꛓ꒵꙾ꑝ륷꛴ꛜꓖ라ꚨ2궿ꅩ룪끔놡돸꒤ꓟꅁ2000꙾1ꓫ14ꓩꅪꅃꙝꚹꅁ꒣뷗냪꒺ꕾꞡ곝ꙮ뫴믚뫴룴뱳ꝩ띾냈라붴꭫땯깩ꅃ 땍ꛓꗑ꧳ꗾ뉹룪끔뫴ꪺ뾳끟ꅁ뛈걏땵땵둘꙾ꛓꑷꅁ뺨뫞땯깩Ꟗ덴ꅁ걏맯꧳뫴룴ꪺ곣ꡳ놴끑ꅁ꒴걏곛럭ꚳ궭ꪺꅃꩰꕂ덯둘꙾꣓ꪺ곣ꡳꑪꙨ걏뿅뙱껸뙏ꪺ뭻ꪾꥍ뫴룴뭐ꩁ냈ꪺ꣏ꗎꩰꅁ꣒꙰놴꿁껸뙏맯뵵ꑗꩁ냈뵵ꑗ쇊뙒ꪺ멁ꯗꅩMillerꅁ1996ꅆGuptaꅁ1995ꅆGVUꅁ1999ꅪꅂ Webꪺ꣏ꗎꅩGuptaꅁ1995ꅆGUVꅁ1999ꅆHammondsꅁ1997ꅆHoffman et al.ꅁ1996ꅪꥍ볐썄뱳ꝩꪺ뱳ꝩ껄ꩇꅩBriggs & Hollisꅁ1997ꅆꥐꕀ뺱ꅁꗁ87ꅆ덜ꕀꅁꗁ87ꅪ떥ꅃꓖꚳ곣ꡳꗁ늳맯뫴룴뱳ꝩ꒧멁ꯗꅁꙢ냪ꕾ덗볒룻ꑪꕂ뿅뙱꣤멣궱ꪺꅁꗘꭥꚳSchlosser떥ꑈꙢ1999꙾꧒낵ꪺ뷕걤ꅁꙢ냪꒺ꥼ꿊ꕆ덯ꓨ궱꒧끑뷗ꅃꕴꕾꅁO’Donohoe뒿ꕘ꒣Ꙑꪺ냪깡ꓥ꓆ꅁꗑ꧳ꗁ늳맯뱳ꝩꪺ멁ꯗ꒣Ꙑꅁꙝꚹ꣤멣궱ꑝ꒣뺨곛Ꙑꅃ꧒ꕈꖻ곣ꡳ낣ꑆ맯뫴룴뱳ꝩ꒧ꑀ꿫멁ꯗ덯귓쒳썄Ꝁ놴끑ꕾꅁꑝ녎ꓱ룻과냪뭐ꕸ왗맯뫴룴뱳ꝩ멁ꯗ꒧깴늧ꅃ 닄ꑇ론ꅂ곣ꡳꗘꪺ 껚뻚ꭥ궱ꪺ뇔굺ꅁꖻ곣ꡳꪺꕄ굮ꗘꪺ결뷕걤ꗘꭥ냪꒺뫴룴꣏ꗎ맯뫴룴뱳ꝩ꒧ꑀ꿫꧊뗻믹ꅁ꣤꒤ꕝ걁ꅇ 1. 뫴룴꣏ꗎ맯ꗘꭥ뫴룴뱳ꝩ돟앷ꪺ땻ꯗ 2. 뱶암뫴룴꣏ꗎ맯뫴룴뱳ꝩ멁ꯗ꒧ꙝ꿀결꛳ꅈ꣤곛맯ꪺ궫굮꧊ꑓ꙰꛳ꅈ 2
닄ꑀ뎹ꅂ뫼뷗 3. 놴끑맯꧳뫴룴뱳ꝩ꒧멁ꯗ꒧뚡걏ꝟ꙳ꚳ꒣Ꙑꪺ롳엩ꅈꕈ덯롳엩걏ꝟ꣣ꚳ뽗꽓ꪺꑈꑦ꽓뱸ꅈ 4. ꓱ룻냪꒺ꅂꕾ뫴룴꣏ꗎ맯꧳뫴룴뱳ꝩ꒧멁ꯗꚳ꛳꒣Ꙑꅈ 5. ꓱ룻ꗁ늳맯뫴룴뱳ꝩ뭐ꑀ꿫뛇닎ꑪ늳뱳ꝩꅝ륱뗸ꅂ뱳벽ꅂ싸뭸ꅂ돸꿈ꅞꙢ걙쓝꧊ꑗꅝ룪끔꧊ꅂꕩꭈꯗꅂ깔볖꧊떥ꅞ꒧ꓱ룻꓀꩒ꅃ 닄ꑔ론ꅂ곣ꡳ맯뙈뭐뵤돲 ꗑꭥ굺ꪺ곣ꡳꗘꪺꅁꖻ곣ꡳꕈ맯뫴룴뱳ꝩ꒧멁ꯗ결뷕걤ꕄ썄ꅃ곣ꡳ맯뙈ꕈꕸ왗ꙡ냏꒧뫴룴꣏ꗎ결ꕄꅁ뷕걤껉뚡결2000꙾5ꓫ꦳꣬6ꓫꗷ꒧뚡ꅃ 닄ꕼ론ꅂ곣ꡳꡂ왊 ꖻ곣ꡳ꒧곣ꡳꡂ왊꙰ꑕ꧒굺ꅇ 1. 곣ꡳ굉뒺뭐냊뻷ꓞ땯ꅇ놴꿁ꗘꭥ곛쏶곣ꡳ꒧땯깩놡ꩰꅁꓞ뻉ꕘꖻ곣ꡳ꒧곣ꡳ냊뻷ꅃ 2. 뵔ꗟ곣ꡳꗘꪺꅇ뵔ꥷꖻ곣ꡳ꒧ꗘꪺꅃ 3. 곉ꥷ곣ꡳꕄ썄뭐뵤돲ꅇ꒧ꭥ곉ꥷ꒧곣ꡳꗘꪺꅁ곉ꥷ냝썄ꪺ곣ꡳ뵤돲ꅁꕈꝑꯡ쓲곣ꡳ꒧뙩ꛦꅃ 4. ꓥ쑭놴끑ꅇ둠ꗽꭥ꒧곣ꡳꗘꪺꅁ뭠뚰곛쏶뉺뷗뭐ꓥ쑭ꅃ 5. 샀ꥷ곣ꡳ걛멣뭐ꓨꩫꅇ뻚곣ꡳꗘꪺꅁ끷맯곣ꡳ냝썄냑빜곛쏶ꓥ쑭ꅁꕈ굱ꥷꖻ곣ꡳ꒧곣ꡳ걛멣뭐ꓨꩫꅃ 6. 냝ꣷ덝군뭐뭳Ꝁꅇ뻚곣ꡳ걛멣뭐곣ꡳ냝썄ꅁ덝군냝ꣷꅃ 7. ꗽ뻉곣ꡳꅝpilot studyꅞꅇꝑꗎ땊쉉롳엩ꩫꑰ덗볒볋ꖻꅁ뙩ꛦꗽ뻉곣ꡳꅁꕘꕩ꿠땯ꗍꪺ냝썄뭐꿊쉉ꅁꕈꝀ결뙩ꅃ 3
닄ꑀ뎹ꅂ뫼뷗 8. 냝ꣷ꡴닎ꯘ롭ꅇꯘ롭냝ꣷ뷕걤꡴닎 9. 냝ꣷꭥ듺뭐귗ꅇꙢ냝ꣷ뷕걤ꭥꅁꗽꛦ듺룕냝ꣷ꡴닎ꕩ꿠땯ꗍ꒧냝썄ꅃ 10. 냝ꣷ땯꧱뭐뷕걤 11. 룪껆꓀꩒ꅇ녎꧒Ꙟꚬ꒧룪껆ꅁ뻚빁럭ꪺ룪껆꓀꩒ꓨꩫꅁ뙩ꛦꖲ굮꒧닎군꓀꩒ꅃ 12. 떲ꩇ꓀꩒뭐끑뷗ꅇ뻚룪껆꓀꩒떲ꩇ뙩ꛦ띊뻣ꅁ낵ꚨ떲뷗뭐ꯘ쒳ꅃ 닄꒭론ꅂ뷗ꓥ걛멣 ꖻ뷗ꓥꙀ꓀결꒭귓뎹론ꅁ닄ꑀ뎹결뫼뷗ꅁ뮡ꧺꖻ곣ꡳ꒧굉뒺ꅂ냊뻷ꅂꗘꪺꅂ뵤돲맯뙈ꅁꣃ랧늤꧊ꪺ꒶닐뻣ꗷ곣ꡳꅃ닄ꑇ뎹결ꓥ쑭놴끑ꅁ뮡ꧺ뭐ꖻꓥꚳ쏶ꪺꙕ뫘곣ꡳ굉뒺뻚ꅁꕈ뵔ꗟ곣ꡳ걛멣ꅂꓨꩫ뭐꒺깥ꅃ닄ꑔ뎹결곣ꡳꓨꩫꅁꙢ뮡ꧺꖻ곣ꡳ꒧곣ꡳꓨꩫ뭐룪껆뭠뚰ꪺ맯뙈뭐ꓨꚡꅂ냝ꣷꪺ덝군뭐뷕걤꒺깥룪껆꓀꩒ꓨꩫꅃ닄ꕼ뎹결룪껆꓀꩒ꅁꑄ끷맯냝ꣷ뷕걤떲ꩇ꒩ꕈ뻣뉺꓀꩒ꅁꣃ뙩ꛦ곛쏶뇀뷗ꅃ닄꒭뎹결떲뷗뭐ꯘ쒳ꅁ결ꖻ뵧곣ꡳ낵돌ꯡꪺ끑뷗ꅁꣃ맯ꖼ꣓ꪺ곣ꡳ뒣꣑ꕩ꣑곣ꡳꪺꓨꙖꅃ 4
닄ꑇ뎹ꅂꓥ쑭놴끑 닄ꑇ뎹ꅂ?ꓥ쑭놴끑 ꖻ곣ꡳꚮꙢ놴끑뫴룴꣏ꗎ맯꧳뫴룴뱳ꝩ꒧멁ꯗꣃ놴끑꣤ꕄ굮뱶암꒧ꙝ꿀ꅃꙝꚹꖻ뎹녎맯곛쏶꒧ꓥ쑭낵Ꙟ압뻣뉺ꅁꝀ결ꑆ룑굉뒺ꪾ쏑ꣃꯘꗟ곣ꡳ걛멣꒧냲슦ꅃꖻ뎹녎꓀결ꕼ귓뎡ꗷ뙩ꛦ놴끑ꅇ닄ꑀ론맯뱳ꝩꪺꥷ롱곛쏶뉺뷗Ꝁꑀ꒶닐ꅆ닄ꑇ론놴끑뫴믚뫴룴꒧둃엩꽓꧊뫴룴뱳ꝩ꒧곛쏶ꪾ쏑ꅆ닄ꑔ론ꭨꙃꕘ냪꒺뫴룴꣏ꗎ꽓꧊ꕈ꣏ꗎ뫴룴뷕걤ꪺ쁵꿊쉉ꅃ 닄ꑀ론ꅂ뱳ꝩ ꗑ꧳ꖻ곣ꡳ꽁꣬뱳ꝩ꒧믢냬ꅁꙝꚹꖻ론녎맯뱳ꝩꪺ냲슦뉺뷗ꅁ꙰ꥷ롱ꅂ껸뙏룪끔덂뉺볒ꚡ뱳ꝩ멁ꯗ꒧뫘쏾낵ꑀ뻣뉺꒶닐ꅃ ꑀꅂ뱳ꝩꪺꥷ롱 뱳ꝩꪺꥷ롱ꚳ덜Ꙩꅁ꒺깥ꑪ교곛ꅁ돌녠ꗎꪺꥷ롱결과냪ꖫ돵샧빐ꣳ라꧒뒣꣑ꪺꅇꅵ뱳ꝩ걏ꗑꑀ귓뱳ꝩꕄꅁꙢꕉ뙏ꪺ뇸ꗳꑕꅁ맯ꑀ뚵냓ꭾꅁꑀ귓왛꧀ꑀ뚵ꩁ냈ꅁ꧒뙩ꛦꪺ뛇벽겡냊ꅃꅶ ꑗ굺ꪺꥷ롱꒤쇴ꝴ뗛둘귓꽓쉉ꅩ램꒤ꅁꗁ83ꅪꅇ (ꑀ)ꅂ뱳ꝩ걏ꑀ뫘뛇벽ꑵ꣣ꅇ뱳ꝩ걏녎ꚳ쏶ꑀ뚵냓ꭾꪺꭈ꺧ꅁꗑ굴덤ꗍ늣뒣꣑덯뚵냓ꭾꪺ뻷멣ꅁ꣓ꖦ뛇뮼떹ꑀ롳껸뙏ꅃ (ꑇ)ꅂ뱳ꝩꕄ굮걏ꕉ뿺꣓뙩ꛦꭈ꺧뛇벽겡냊ꪺꅇꙝ결때믝ꕉꕘꕎ믹ꪺꅵ꒽늳ꯅ뛇ꅶꦹꦹ걏ꕩ륊ꛓ꒣ꕩꡄꪺꅃ덯뫘ꭈ꺧ꪺ뛇벽ꓨꚡ걏꒣꿠ꗑ뒣꣑냓ꭾꪺ뱳ꝩꕄ꧒놱꣮ 5
닄ꑇ뎹ꅂꓥ쑭놴끑 ꪺꅁꙝꚹ걏꒣ꕩ빡ꪺꅁ꒣꿠륷ꗽ군릺ꪺꅃꛓ뱳ꝩꭨ꒣땍ꅁ뱳ꝩꕄ걏ꕉ뙏ꗎ꣓뛇벽ꚳ쏶ꖦꪺ냓ꭾꭈ꺧ꪺꅃ꧒ꕈꖦꕩꕈꚳꗘ볐ꅂꚳ군릺ꪺ꣓놱꣮ꓤ끴뛇벽겡냊ꅃ (ꑔ)ꅂ뱳ꝩ꧒뙩ꛦꪺ뛇벽겡냊걏ꚳ뮡ꩁ꧊ꪺꅇꅵ뮡ꩁ꧊ꅶꪺ뛇벽겡냊걏ꚳꝏ꧳ꅵꭈ꺧꧊ꅶꪺ뛇벽겡냊ꅃꯡꪺꗘꪺꙢ꧳녎ꑀꭈ꺧ꗑꑀꓨ뛇뮼떹ꕴꑀꓨꅁꕵ굮ꭈ꺧뛇꣬ꑆꅁ덑맯ꓨ놵ꚬꑆꅁ둎뫢륆ꚨꑆ뛇벽ꪺꗘꪺꅃ걏ꅵ뮡ꩁ꧊ꅶ뛇벽ꭨ꒣땍ꅁ덯뫘뛇벽ꪺꗘꪺꅁ꒣ꕵ걏녎ꭈ꺧뛇뮼ꕘꕨꣃ덑놵ꚬꅁꖦꪺ돌닗ꗘꪺ걏굮엽ꭈ꺧놵ꚬꑈ놵꣼꧒뛇륆ꭈ꺧ꪺ꒺깥ꅃꙝ결뱳ꝩꕄꟆ뇦껸뙏Ꙣ곝ꑆ뱳ꝩ꒧ꯡꅁ라쒱녯ꖦ꒶닐ꪺ냓ꭾ걏ꙮꪺꅁꚳ믹귈ꪺꅁꛓꕨ쇊뙒ꖦꅁꙝꚹ뱳ꝩ걏ꑀ뚵뮡ꩁ뛇벽ꅃ (ꕼ)ꅂ뱳ꝩ꧒뙩ꛦꪺ뛇벽겡냊걏ꚳꗘ볐ꅂꚳ군릺ꕂꚳ덳쓲꧊ꪺꅇꗑ꧳뱳ꝩ걏ꑀ뫘ꅵ뮡ꩁ꧊ꅶꪺ뛇벽ꅁꛓ뮡ꩁ걏믝굮롧륌룻껉뚡ꪺ냶빩싐ꪺ쇨멖ꪺꅃ꧒ꕈ굮꣏뱳ꝩ땯뒧꣤ꕜ꿠Ꝁꗎꅁꖦꖲ뚷롧륌룻껉뚡ꅂꚳꗘ볐ꅂꚳ군릺ꪺꝀꑀ덳ꛪꪺ뛇벽겡냊ꅃꖦꖲ뚷걏꯶뎡둎꽚ꅁ덶ꡂ뙩ꛦꅁꚳ덳쓲꧊ꪺ뮡ꩁ겡냊ꅃ ꗑꕈꑗꪺꕩ곝ꕘꅁ돌덱ꭕꪺ뱳ꝩꥷ롱ꇐ뱳ꛓꝩ꒧ꅁꚳ륌꧳슲돦꓆꒧뛻ꅃ땍뱳ꝩ걏뱳ꛓꝩ꒧ꅁ꣤꒤ꪺ뫫엨Ꙣ꧳꙰꛳ꚳ껄ꪺ뱳ꛓꝩ꒧ꅃꖦ걏ꑀ꡴ꙃꚳꗘ볐ꅂꚳ군릺ꅂꚳ꡴닎ꪺꑪ늳뛇벽겡냊ꅃ 낣ꑆꭥ굺맯뱳ꝩꪺꥷ롱ꕾꅁ꒣Ꙑꪺ뻇ꅁ맯꧳뱳ꝩꪺꥷ롱ꅁ낾궫ꪺ궫쉉ꅁꑝꚳ꧒꒣Ꙑꅃꫭ2-1ꅁ녎덯ꥷ롱ꅁꕛꕈ뻣뉺ꅩ뱂볝ꟓ떥ꅁꗁ81ꅪ ꫭ2-1 뱳ꝩꪺꥷ롱 ꑕꥷ롱 뱳ꝩ 뱳ꝩ놵ꚬ 끔꺧꒺깥 뱳ꝩꗘꪺ Advertising Age 뱳ꝩꕄ ꑈꪫꅂ냓ꭾꅂꩁ냈ꅂ륂냊 뱶암빐냢ꅂ꣏ꗎ떥 American Marketing ꧺ뵔ꪺ뱳ꝩꕄ 돐띎ꅂꩁ냈ꅂ냓ꭾ Association N. H. Borden ꧺ뵔ꪺ뱳ꝩꕄ 뿯ꥷꑪ늳 냓ꭾꅂꩁ냈ꅂ돐띎 ꣏꣤쇊뙒냓ꭾꩁ냈ꅂꣃ맯돐띎ꅂꑈꅂꗦ꧶ꅂ냓볐떥늣ꗍꙮ띐 A .J. Brewster 뱳ꝩꕄ ꑀ꿫ꑪ늳 빐냢 뱳ꝩꕄ띎Ꙗꯤꛒꅂꛦ냊 6
닄ꑇ뎹ꅂꓥ쑭놴끑 C. J. Dirksen 뱳ꝩꕄ 껸뙏 냓ꭾꅂꩁ냈꒧ꭾ뷨ꅂ꽓뱸믹귈끔꺧ꇐ꣏Ꙩ볆껸뙏뭻돐띎 결ꕉꕘ걏빁럭ꪺ A. W. Frey ꧺ뵔ꪺ뱳ꝩꕄ 냓ꭾꅂꭾ땐ꅂꩁ냈ꅂ꣮ꯗꅂꥐꪾꙮ띐 돐띎 M. I. Mandel ꧺ뵔ꪺ뱳ꝩꕄ 냓ꭾꅂꩁ냈ꅂ돐띎 깩돐띎ꅂꩁ냈ꅂ냓ꭾ 룪껆꣓랽ꅇꅩ뱂볝ꟓꅁꗁ81ꅪ 뫮Ꙙꕈꑗꪺꥷ롱ꕩꪾꅁ뱳ꝩ걏ꚳ뱳ꝩꕄꕉ뙏꣓뛇벽떹ꗘ볐롳늳ꅁ뛇벽ꪺ꒺깥ꕝꝴ냓ꭾꅂꩁ냈ꅂꭾ땐뙈ꅂ꽓뱸돐띎떥ꅁ꣤ꗘꪺꙢ뮡ꩁ껸뙏ꅁ뙩ꛓ깩냓ꭾꅂꩁ냈뭐돐띎ꅃ ꑇꅂ껸뙏룪끔덂뉺볒ꚡ 껸뙏Ꙣꕄ냊놵ꚬꥍ륂ꗎ룪끔껉ꅁ라뇄ꗎꑀ뫘꣣ꚳ뿯뻜꧊ꪺꓨꚡꅁ꙰맏2-1꧒ꗜꅃꙝꚹ뇽덝군ꥍ맪걉꣣ꚳ돐띎ꪺ뱳ꝩ겡냊ꅁꖲ뚷셁룑ꣃ냑ꛒ덯귓뿯뻜볒ꚡꅝselection modelꅞꅁꗧꝙ껸뙏룪끔덂뉺볒ꚡꅝconsumer information processing modelꅞꅃ ꣤륌땻꙰ꑕꅩEngel et al.ꅁ1985ꅪꅇ (ꑀ)ꅂ볉앓ꅝExposureꅞꅇ껸뙏뭐ꕩ꿠쒲냊꣤띐ꥸꩠ띎ꪺ룪끔ꑑ꓀놵꫱ꪺꪬꩰꛓꢥꅃ끔꺧ꛜꓖ굮놵쒲꣬ꑈ귌꒭뫘띐ꥸ꒤ꪺꑀ뫘ꅁꑾ꿠냷륆꣬뛇뮼ꪺꗘꪺꅃ꣒꙰껸뙏ꑀꖴ뙽ꚬ궵뻷ꅁꝙꢭ덂꧳륱ꕸ뱳ꝩ뭐론ꗘꪺ끔꺧꒧꒤ꅃꛓ쏶놼ꚬ궵뻷ꅁꭨ걏껸뙏뿯뻜떴볉앓꧳룓룪끔꣓랽ꪺꓨꩫ꒧ꑀꅃ (ꑇ)ꅂꩠ띎ꅝAttentionꅞꅇ럭ꑈ귌뚰꒤ꕌ귌ꪺ띐ꥸꪾ쒱Ꙣ걙뫘룪끔ꑗ껉ꅁꝙ뿗ꩠ띎ꅃ꣒꙰럭껸뙏Ꙣ뙗꿅ꖫ돵쇊ꪫ껉ꅁ꙰ꩇ껸뙏Ꙗꭥꪽ뗸ꙡꢫꅁꭨ걏ꅵ볉앓ꅶꙢꢫ륄꣢껇ꪺ볐ꗜꥍꕝ룋룪끔꒧꒤ꅆ굙껸뙏쉳쓽걙ꑀ귓늣ꭾ빜얪볐엒껉ꅁꭨ룓룪끔ꑷ샲녯껸뙏ꪺꅵꩠ띎ꅶꅃ (ꑔ)ꅂ뉺룑ꅝComprehension / receptionꅞꅇ럭껸뙏라룑쓀덯귓끔꺧ꅁꣃ뷡꒩ꖦ 7
닄ꑇ뎹ꅂꓥ쑭놴끑 걙뫘띎롱껉ꅁꭋꫭꗜꑷ뉺룑ꑆ덯귓끔꺧ꅃ (ꕼ)ꅂ놵꣼ꅝYielding / acceptanceꅞꅇ끔꺧엜ꑆ껸뙏ꗘꭥꪺꭈ꧀ꅂ멁ꯗꅁ늣ꗍꑆꑀ깍띳ꪺꭈ꧀ꅂ멁ꯗꅃ (꒭)ꅂꭏ꽤ꅝRetentionꅞꅇ끔꺧신엜ꚨ껸뙏ꪺ듁끏뻐ꅃ ꣫ 뽅 볉 앓 ꩠ 띎 끏 뉺 룑 뻐 놵 ꣼ 룪껆꣓랽ꅇꅩEngel, Blackꭏw e꽤ll & Miniardꅁ1985ꅪ 맏2-1 껸뙏덂뉺룪끔볒ꚡ 룪껆꣓랽ꅇꅩEngel, Blackwell & Miniardꅁ1985ꅪ ꗑ껸뙏덂뉺룪끔볒ꚡꕩꪾꅁ럭껸뙏볉앓Ꙣ뱳ꝩꪺ샴맒꒤ꅁꝙꑷ늣ꗍ뱳ꝩ껄ꩇꅃ땍ꛓꙢ볉앓뚥걱ꅁ껸뙏ꪺ띐ꥸ믝뭐뱳ꝩ룪끔ꑑ꓀놵꫱ꅁꙝꚹꖻ곣ꡳꙢꝐꥷ뫴룴꣏ꗎ걏ꝟꚳ왛곝뫴룴뱳ꝩꅁꪺ걏뫴룴꣏ꗎꛜꓖ라ꕨ땹띌ꩠ띎ꑀꑕ뫴룴뱳ꝩꅃ ꑔꅂ맯뱳ꝩ꒧멁ꯗ 맯뱳ꝩꪺ멁ꯗꅝAttitude toward Advertisingꅞꪺ걏껸뙏맯뱳ꝩ늣ꗍ뭻Ꙑ 8
닄ꑇ뎹ꅂꓥ쑭놴끑 ꒣뭻Ꙑꪺꑀ교꧊삳ꅩMacKenzie & Lutz ,1989ꅪꅃ껚뻚Lutzꅩ1985ꅪꪺ곣ꡳ껸뙏맯뱳ꝩꪺ멁ꯗ라덺륌Ꙩ볋ꪺ뭻ꪾꥍ놡띐륌땻뱶암꣬껸뙏ꪺ볉앓ꅂꩠ띎ꥍ맯귓ꝏ뱳ꝩꪺ삳ꅁꙝꚹꗁ늳맯뱳ꝩꪺ멁ꯗꥍ뗻믹Ꙣ륌ꕨ둘ꑑ꙾꣓둎ꑀꪽ꣼꣬뷕걤놴끑ꅃ (ꑀ)ꅂꗁ늳맯뱳ꝩꪺ멁ꯗ 껸뙏맯뱳ꝩꪺ멁ꯗ라뱶암꣬뱳ꝩ껄ꩇꅁꙝꚹꗁ늳맯뱳ꝩꪺ멁ꯗꥍ뗻믹ꪺ뷕걤둎덑뭻결ꯜ궫굮ꅃꙕ냪ꗁ늳맯뱳ꝩꪺ멁ꯗꣃ꒣곛ꙐꅁꙢ과냪ꓨ궱ꅁZanoꅩt1984ꅪꙞ압녱1930꙾꣬1970꙾뚡ꪺ38귓맯뱳ꝩ멁ꯗꪺ뷕걤땯뉻덯뻣귓껉듁과냪ꗁ늳맯꧳뱳ꝩꪺ뗻믹굴궱ꪺ멁ꯗ덶몥뱗ꕛꅁꕌ뉱띑걏ꗑ꧳럭껉뱳ꝩ뙱ꪺ덶몥뱗ꕛꅂ껸뙏ꭏ앀ꕄ롱ꪺꚨꥍꗸ띾ꫀ라덤ꗴꪺ뾳끟꧒덹ꚨꪺꅃꛓꙢ돌꫱ꪺ곣ꡳ꒤ꅁ꙰Alwitt & Prabhakerꅩ1992ꅪꥍMittalꅩ1994ꅪꑝ뎣ꕘ과냪껸뙏맯뱳ꝩꪺ멁ꯗ꒴땍걏굴궱ꪺꅃ Ꙣ꣤ꕌꙡ냏ꅁ멁ꯗ둎ꕇ룻결ꖿ궱ꅁ꙰Ꙣꕛ꺳ꑪꅁCraneꅩ1991ꅪ꧒낵ꪺ뷕걤ꅁ60ꉈꪺ꣼던맯뱳ꝩꚳꅵ뉖싸ꪺ띐쒱ꅶꅝmixed feelingꅞꅁꛓ곹ꑔꚨꪺ꣼던ꚳꖿ궱ꪺ띐꣼ꅃꙢ볚걷ꓨ궱ꅁBeatsonꅩ1984ꅪ놴끑Ꙣ1980꙾ꚭ듁ꪺ곣ꡳ땯뉻Ꙣ굞냪ꅂ꺿ꯂꅂꫢ쓵ꥍ뱷냪ꪺꗁ늳맯뱳ꝩꚳ낾띒ꪺ멁ꯗꅁꙢꩫ냪ꥍ꒦돁ꗁ늳ꪺ멁ꯗꭨ곛ꅃꙢ룻ꯡ꣓ꪺ곣ꡳꅁYoungꥍRubicamꪺ볚걷룳6냪뷕걤땯뉻뙗륌3/4ꪺ꣼던돟앷뱳ꝩꅵꭄ녠Ꙩꅶꥍꅵꑀ쉉쉉ꅶꅩBonnalꅁ1990ꅪꅃ꣤꒤ꩫ냪ꅂ뱷냪ꅂ꒦돁ꥍꛨ꽚ꓺꚳ곛ꓱ뉶ꪺꑈꫭ륆ꖿ궱ꪺ멁ꯗꅁꛓꙢ롱ꑪꝑꚳ륌ꕢꪺ꣼던ꯅ뫙돟앷뱳ꝩꅁ굞냪ꗁ늳ꪺ멁ꯗ걏룻돟앷ꪺꅁꚳ84ꉈꪺꑈꫭ륆ꖿ궱ꪺ뗻믹ꅃ ꛓꙢ냪꒺ꓨ궱ꅁꓽꗛ땦ꅩꗁ냪73ꅪ꧳ꗁ냪70꙾맯ꑪꕸꕟꙡ냏ꖫꗁ낵맯뱳ꝩ돟둣ꪺ뷕걤떲ꩇ꒤ꕘꅁꚳ60ꉈꕈꑗꪺꖫꗁ맯뱳ꝩ꒣꣣ꙮ띐ꅃꛓ껚뻚램뱺곂ꅩꗁ85ꅪ꧒낵ꪺ곣ꡳꕘꚳꉈꪺꗁ늳맯뱳ꝩ꯹ꚳ돟앷ꪺ멁ꯗꅁꛓꚳꉈꪺꗁ늳꯹뉖싸꧊ꪺ멁ꯗꪺ멁ꯗꅃ엣ꗜ냪ꑈ맯뱳ꝩꪺ멁ꯗꚳ덶몥ꖿ궱ꪺ쇍뛕ꅃ 9
닄ꑇ뎹ꅂꓥ쑭놴끑 (ꑇ)ꅂ뱳ꝩ멁ꯗꪺ뿅뙱멣궱 ꕈꑗꪺ뷕걤곣ꡳꕇ엣ꗜꕘ껸뙏맯뱳ꝩꪺ멁ꯗ꙳ꚳꗙ곞ꓟ뉺ꅃ뻚Barnesꅩ1982ꅪ꧒왛맮ꪺꅁꑀ꿫낾띒ꪺ멁ꯗ꒤ꑝ라꙳Ꙣ뗛꒣돟앷ꪺꭈꗴꅃ꣒꙰ꅁBauer & Greyserꅩ1968ꅪ둎땯뉻과냪껸뙏라궫뗸뱳ꝩꪺ롧샙ꢤꛢꅁ뗻뱳ꝩꪺꫀ라껄ꩇꅃꙐ볋ꪺꅁTyleeꅩ1989ꅪꑝ뒣꣬굞냪ꑪ늳맯뱳ꝩꪺꅵ띒꯫쏶ꭙꅶꅃꕌꙢ꣼Campaign냓띾싸뭸꧒ꥥꚫꪺ뷕걤돸ꝩꕘꅁꙢ굮ꡄ꣼듺녱둹굺뱳ꝩꪺ뇸ꙃ꒤뿯ꕘ빁럭ꪺꓹ뭹뭐깥뗼ꅁꑪ뎡ꗷꪺꑈ라Ꙑ껉뿯뻜ꖿ궱ꥍ굴궱ꪺ뚵ꗘꅁꯜ쏸ꚳꑈ걏ꞹꗾꪺ맯ꞹꗾꪺ돟앷뱳ꝩꅃꗑꚹ엣ꗜꕘ뱶암맯뱳ꝩꪺ멁ꯗꚳ둘귓ꙝ꿀ꅃ Bauer & Greyserꅩ1968ꅪ궺ꗽꕈ롧뉺ꅂConsumer Reportsꪺ굱빜ꥍ뻇껕ꪺ뻇ꗍ결곣ꡳ맯뙈ꅁꗎ7귓냝썄뿅뙱뱳ꝩꪺꫀ라ꥍ롧샙껄ꩇꅃ쇶땍Ꙣ럭껉걏ꪽ쒱꧊ꪺ꓀ꩫꅁꯡ꣓Andrewsꅩ1989ꅪꕈꙝ꿀꓀꩒쏒맪ꑆꚹ꣢귓멣궱ꅃ땍ꛓPollayꥍMittalꅩ1993ꅪ뷨뫃ꚹ꣢멣궱ꕵ뒣꣑ꑆ곛럭꽕꾶ꪺ뭻ꪾꅁꙝ결ꛜꓖ둎ꦿ늤ꑆ뱳ꝩꪺ룪끔ꥍ깔볖믹귈ꅃꛓSandageꥍLeckenbyꅩ1980ꅪꭨ걏쑾쓲Bauer & GreyserꪺꓨꙖꅁ녎껸뙏ꪺ멁ꯗ냏꓀결뱳ꝩꪺꅵ꣮ꯗꅝinstitutionꅞꅶꥍꅵꑵ꣣ꅝinstrumentꅞꅶꅁꕌ귌꣏ꗎꅵ꣮ꯗꅶꕨꕎꫭ뱳ꝩꪺꗘꪺꥍ껄ꩇꅁꛓꅵꑵ꣣ꅶꕎꫭ뱳ꝩ냵ꛦꪺ쓝꧊ꅃꛓReid & Soleyꅩ1982ꅪꭨ꣏귬ꥬ걛멣ꟳ결뫫뵔ꅁꕌ귌왛맮꣬ꗁ늳맯꧳뱳ꝩꪺꑇ뫘뱨궱껄ꩇꅝ롧샙뱨궱뭐ꫀ라뱨궱ꅞ꒧ꑀ꿫꧊띎ꢣ꽁ꑊꛛꑶꪺ귓ꝏ꧊띎ꢣꑇꙢ멁ꯗꚳ엣뗛깴늧ꅁꛓꕂ귓ꝏ꧊띎ꢣꪺ멁ꯗꓱꑀ꿫꧊띎ꢣꪺ멁ꯗꟳ꣣ꚳ굴궱꧊ꅃ ꣤ꕌ꒣Ꙑꪺ곣ꡳꑝꯘ쒳뱳ꝩ멁ꯗꪺ꣤ꕌ멣궱ꅁO’Donohoeꅩ1995ꅪꙞ압덯ꓥ쑭녎꒧뻣뉺꙰ꫭ2-2ꅇ ꫭ2-2. ꑀ꿫뱳ꝩ멁ꯗ꒧멣궱 곣ꡳ 볋ꖻ 멣궱 륷듺멁ꯗ 걏ꝟ엣뗛 Sandage & Leckenbyꅝ1980ꅞ 과냪뻇ꗍ ꣮ꯗꅝInstitutionꅞ ꖼ샋걤 10
닄ꑇ뎹ꅂꓥ쑭놴끑 ꑵ꣣ꅝInstrumentꅞ ꖼ샋걤 Reid & Soleyꅝ1982ꅞ 과냪ꗁ늳 귓ꑈ꓆ꪺꅝPersonalizedꅞ ꖼ샋걤 ꑀ꿫꓆ꪺꅝGeneralizedꅞ ꖼ샋걤 Muehlingꅝ1987ꅞ 과냪뻇ꗍ ꣮ꯗ 걏ꅝꪽ놵ꅞ ꑵ꣣ 걏ꅝꪽ놵ꅞ ꕜ꿠 걏ꅝ뚡놵ꅞ 맪믚 걏ꅝ뚡놵ꅞ 늣띾 ꝟ ꣏ꗎ ꝟ Andrewꅝ1989ꅞ 과냪뻇ꗍ ꫀ라 ꖼ샋걤 롧샙 ꖼ샋걤 Alwitt & Prabhakerꅝ1992ꅞ 과냪ꚨꑈ 곛ꭈ ꙰꛳냵ꛦ 걏 걏ꝟ쑆ꑈ ꝟ 걏ꝟ둉룪끔 ꝟ 걏ꝟ곝ꓓꙨ 걏 걏ꝟꭟꗇ 걏 귓ꑈ/ꫀ라ꪺꝑ꽱ꚨꖻ 걏 ꕜ꿠 Ꟗ볖ꪺ 걏 ꪾ쏑ꪺ ꒣뉍랡 ꫀ라놵쒲/뻇닟 ꒣뉍랡 믹귈ꪺꥷ ꒣뉍랡 맯륱뗸론ꗘꪺ멁ꯗ 걏 ꑈꑦ닎군 걏 James & Koverꅝ1992ꅞ 과냪ꗁ늳 둯ꯣꅝIrritationꅞ ꒣뉍랡 뻞ꝀꅝManipulationꅞ ꒣뉍랡 Lee & Lumpkinꅝ1992ꅞ 과냪ꗁ늳 룪끔ꪺ ꖼ샋걤 굴궱ꪺꫀ라뷄삻 ꖼ샋걤 때ꗎ꧊ ꖼ샋걤 ꛦ결ꑗꪺ띎맏 ꖼ샋걤 냟ꪫꕄ롱 ꖼ샋걤 ꕩ빡 ꖼ샋걤 Ꝭꓞ ꖼ샋걤 Durvasula et al.ꅝ1993ꅞ ꒭귓냪깡ꪺ꣮ꯗꅝInstitutionꅞ 걏ꅝꪽ놵ꅞ 뻇ꗍ ꑵ꣣ꅝInstrumentꅞ 걏ꅝꪽ놵ꅞ ꕜ꿠ꅝFunctionsꅞ ꝟꅝ뚡놵ꅞ 맪믚ꅝPracticesꅞ ꝟꅝ뚡놵ꅞ 11
닄ꑇ뎹ꅂꓥ쑭놴끑 Pollay & Mittalꅝ1993ꅞ 과냪뻇ꗍꥍ귓ꑈ꣏ꗎ ꗁ늳 늣ꭾ룪끔 걏 ꫀ라ꢤꛢꥍ뱶릳 Ꙩ엜ꪺ Ꟗ볖/둲꺮 걏 ꫀ라껄ꩇ 롧샙껄ꩇ 걏 냟ꪫꕄ롱 걏 뭇뇑믹귈 Ꙩ엜ꪺ 쇀ꢥ/ꡓꚳ뒼뱺 걏 룪껆꣓랽ꅇꅩO’Donohoeꅁ1995ꅪ Ꙣ냪꒺ꓨ궱ꅁꩌꗐꅩꗁ70꙾ꅪ뒿맯ꕸꕟꙡ냏껸뙏싸뭸얪낵뷕걤ꅁ떲ꩇ땯뉻껸뙏맯꧳뱳ꝩꪺ멁ꯗꕩꕈ꓀ꚨꅇ놡돸ꕜ꿠ꅂ룪랽ꅂꗍ겡ꅂꫀ라ꅂꓟ뉺ꇐ놡띐ꅂ롧샙뭻ꪾꅂꫭ뉻ꓢ걱ꅂ믹귈왛ꅂ놡돸믝ꡄꇐꛦ냊뛉Ꙗ떥ꑅ귓멣궱ꅁꛓꙕ귓멣궱꓀볆쁈뗛ꑈꑦ닎군룪껆ꛓꚳ꧒깴늧ꅩ뽣뙩뷥ꅁꗁ78ꅪꅃ 닄ꑇ론ꅂ뫴믚뫴룴뱳ꝩ ꖻ론녎놴끑뫴믚뫴룴꒧둃엩꽓꧊ꅁ싇ꚹꑆ룑뫴룴뱳ꝩ꧒꣣ꚳ꒧쁵꿊쉉ꅁꣃ꒶닐뫴룴뱳ꝩꗘꭥꪺ땯깩ꪬꩰ곛쏶ꪾ쏑ꅃ ꑀꅂ뫴믚뫴룴꒧둃엩꽓꧊ Hoffman & Novakꅩ1996ꅪ뒣ꕘꑔ귓뛇벽볒ꮬ뮡ꧺ뫴믚뫴룴ꪺ둃엩꽓꧊ꅁꣃ싇ꗑꚹꑔ뫘볒ꮬ꣓ꥍ꣤ꕌ뛇닎둃엩ꪺꕜ꿠Ꝁ냏꓀ꅇ (ꑀ)ꅂꑪ늳뛇둃볒ꮬ ꚹ볒ꮬ꒤뛇벽둃엩걏면뱳벽ꅂꝇꝩꪺꢤꛢꅃꙢ꒺깥ꪺ꽓꧊ꥼꕩ냏꓀결 12
닄ꑇ뎹ꅂꓥ쑭놴끑 쁒멁ꅝꕝ걁ꓥ꙲ꅂ맏ꅂ맏릳ꅞꅁ뭐냊멁ꅝꕝ걁셮궵ꅂ뱶릳ꅂ냊땥ꅞ꣢뫘ꅆꣃꡓꚳ뭐압ꯈꪺ꒬냊늣ꗍꅁ땍ꛓKotlerꅩ1996ꅪꕘ둘ꕇ꧒ꚳꑪ늳둃엩ꪺꓨꚡ뎣걏ꯘꗟꙢ덯뫘볒ꮬꑗꅃ꙰맏2-2꧒ꗜꅇ ꗑ맏2-2ꕩꕈ엣ꗜꕘꅁ덺륌뱳벽ꅂꖭ궱Ꙍ꣪ꅂ륱ꑬꝩꗜꅂ륱뗸떥둃엩결둃꒶ꅁ뒣꣑쁒멁ꪺꅝꓥ꙲ꅂ뱶릳ꅂ맏ꓹꅞ냊멁ꪺꅝ셮궵ꅂꗾ냊멁뱶릳ꅂ냊땥ꅞ끔꺧꒺깥ꅃ귈녯ꩠ띎ꪺ걏ꅁꙢꚹ볒ꮬ꒤ꅁ뱴냓뭐껸뙏꒧뚡ꣃꡓꚳ꒬냊ꪺꕜ꿠꙳Ꙣꅁ뱴냓ꅝ뒣꣑ꅞꕵ꿠돦Ꙗꪺ녎뱳ꝩ끔꺧뛇끥꣬껸뙏ꅝ놵꣼ꅞꅃ 놵ꚬ 뒣꣑ 룪끔꒺깥 둃 엩 놵ꚬ 맏2-2 ꑪ늳뛇둃볒ꮬ 룪껆꣓랽ꅇHoffman & Novakꅩ1996ꅪ (ꑇ)ꅂꑈ믚뭐륱뢣꒤꒶뛇벽볒ꮬ ꚹ볒ꮬꕛꑊ꒬냊ꪺꙞ왛쉉ꅁꚨ결Ꙩ맯Ꙩꪺ뛇벽ꮬ멁ꅁ덺륌둃엩뙩ꛦꑈ믚뚡ꪺ꒬냊ꅁ꙰맏2-3꧒ꗜꅃ 맏2-3ꪺ맪뵵뭐뗪뵵ꙕꕎꫭꑆ꣢귓뽗ꗟ귓엩뚡랾덱ꪺꓨꙖꅃꚹ볒ꚡ뉖Ꙙꑆ꒬냊ꪺꙞ왛쉉ꅁ꙰Rafaeliꅩ1988ꅁp. 111ꅪ꧒ꥷ롱ꅇꅵꙢꑀ덳ꛪꪺ랾덱끔꺧꒬뒫ꪺ륌땻꒤ꅁꑀ꣓ꑀꦹꪺ끔꺧꒺깥곒뭐ꭥꚸꪺ끔꺧ꟳꚭꭥꪺ끔꺧곛쏶ꅶꅃꛓꑈ믚뭐륱뢣꒤꒶랾덱볒ꮬ뭐ꑪ늳뛇둃볒ꮬ꒣Ꙑꪺ쏶쇤ꅁꑄꙢ꧳ꑈ귻ꪺ꒬냊꧊ꪺꙝ꿀걏ꝟ꙳Ꙣꅁꛓ꧒뿗ꑈ귻ꪺ꒬냊꧊둎걏ꅇꅵ꒣뫞덺륌둃엩ꭄ둃엩샴맒ꅁꑈ뭐ꑈ꒧뚡ꪺ랾덱둎릳궱맯궱ꪺ랾덱ꑀ꿫ꅁ꙳Ꙣ꧒뿗ꪺ꒬냊꧊ꅶꅩSteuerꅁ1992ꅁp. 77-78ꅪꅃ쇶땍맏꒤ꕵꫭ뉻ꕘꑀ맯ꑀꅝone-to-oneꅞꪺ랾덱 13
닄ꑇ뎹ꅂꓥ쑭놴끑 볒ꚡꅁ덺륌륱룜라뷍ꅂ궱맯궱ꪺ뗸끔라쒳ꅂ뵵ꑗ라뷍ꅁ룓볒ꮬ녎ꕩꕈ쉘ꑪ결Ꙩ맯Ꙩꅝmany-to-manyꅞꪺ랾덱ꓨꚡꅃꛓꙢ꣣ꚳꙨ맯Ꙩꪺꕜ꿠ꑕꅁꭐ빐닕Ꙙꑗꪺꑈ귻뇀빐ꅂꑦ롏떥뱶암ꑏꅁ녎ꕩꕈꙢꚹ볒ꮬꑗ땯깩뙽꣓ꅃ 뒣꣑ 룪끔꒺깥 둃 엩 룪끔꒺깥 놵ꚬ 맏2-3 ꑈ믚뭐륱뢣꒤꒶뛇벽볒ꮬ 룪껆꣓랽ꅇHoffman & Novakꅩ1996ꅪ (ꑔ)ꅂ뙗둃엩륱뢣뮲ꝕ샴맒볒ꮬ 놵ꚬ 놵ꚬ 룪끔꒺깥 놵ꚬ 뒣꣑ 룪끔꒺깥 둃 엩 룪끔꒺깥 놵ꚬ 뒣꣑ 룪끔꒺깥 뒣꣑ 뒣꣑ 맏2-4 뙗둃엩륱뢣뮲ꝕ샴맒볒ꮬ 룪껆꣓랽ꅇHoffman & Novakꅩ1996ꅪ 14
닄ꑇ뎹ꅂꓥ쑭놴끑 ꚹ볒ꮬ꣣ꚳꙨ맯Ꙩꪺ끔꺧뛇벽ꕜ꿠ꅁ뒣꣑뙗둃엩ꪺ룪끔꒺깥ꅁꕈ꓀뒲ꚡꪺ륱뢣뫴룴결둃엩ꅁ뙩ꛦꑈ믚뚡ꪺ꒬냊ꅁꑝꕝ걁둃엩뚡ꪺ꒬냊ꅁ ꙰맏2-4ꅃ 맏2-4엣ꗜꕘꅁ뙗둃엩륱뢣뮲ꝕ샴맒볒ꮬꪺ꒬냊볒ꚡꅁ꒣뛈뒣꣑ꑈ믚뭐륱뢣꒤꒶랾덱볒ꮬꪺꑈ귻ꚡ꒬냊꧊ꅁꟳꕛꑗꑆꑈ뻷곉궱ꚡ꒬냊꧊ꅃꛓꙢ뭐뙗둃엩늣ꗍꑈ뻷곉궱ꚡ꒬냊꧊ꪺ륌땻꒤ꅁ껸뙏쉳쓽녎라ꪾ쒱꣬꣢귓샴맒ꪺ꙳Ꙣꅇ ꅝ1ꅞ껸뙏맪믚꧒Ꙣꪺ샴맒 ꅝ2ꅞ쉳쓽뿄ꑊꪺ뙗둃엩ꅁꕂꕩꕈꕄ냊뒣꣑끔꺧꣬뫴믚뫴룴ꅃ Boehlefeldꅩ1996ꅪ뭻결ꡃꑀ뫘둃엩ꪺ룪끔ꫭ륆ꓨꚡꣃ꒣곛Ꙑꅁ굙꿠셁룑ꙕ둃엩ꪺ쓝꧊ꅁ꒣뛈ꕩꕈ꣏랾덱ꟳꚳ껄뉶ꅁꗧ꿠산ꝕꑪ늳셁룑꙰꛳꣏ꗎ둃엩ꅁꙕ둃엩뚡ꪺ늧Ꙑꕩ녱쇴녋ꯗꅝprivacyꅞꅂ빜얥늳ꅝaudienceꅞꅂꓨꙖꅝdirectionꅞꅂ껉껄ꅝtemporalityꅞꅂ럇뵔ꯗꅝaccuracyꅞꚹ꒭ꓨ궱꣓꓀꩒ꅁ꙰ꫭ2-3ꅇ ꫭ2-3 BOEHLEFELD맯꧳둃엩쓝꧊꒧꓀꩒ 둃엩둃엩쓝꧊ 쇴녋ꯗ 왛늳 ꓨꙖ 껉껄 럇뵔ꯗ 륱뢣꒤꒶랾덱 낪ꇐꝃ 뚰꒤ꇐ뱳ꑪ 싹Ꙗ ꒣ꥷ ꝃꇐ낪 륱룜 낪ꇐꝃ 뚰꒤ꇐ뱳ꑪ 싹Ꙗ ꗟꝙ 낪 뙬녈ꭈꗳ 낪 뚰꒤ꇐ뱳ꑪ 돦Ꙗ ꦵ뿰 낪 뱳벽 ꝃ 뱳ꑪ 돦ꅂ싹Ꙗ ꗟꝙ ꝃꇐ낪 륱뗸 ꝃ 뱳ꑪ 돦Ꙗ ꗟꝙ ꝃ Ꙍ꣪ꕘꪩꭾ ꝃ 뱳ꑪ 돦Ꙗ ꦵ뿰 ꝃ 룪껆꣓랽ꅇꅩBoehlefeld ꅁ1996ꅪ 륱뢣꒤꒶뛇벽걏꫱꣓ꪺ볶띳둃엩ꅁꕄ굮걏싇ꗑ륱뢣륆ꚨꑈ쏾ꪺ랾덱ꅩ뮯뚮쑒ꅁꗁ83ꅪꅃꙝꚹ뫴믚뫴룴ꑗꙕ뚵ꩁ냈ꅝ꙰륱ꑬ뙬ꗳꅂ륱ꑬꝇꝩ쓦ꅂꗾ뉹룪끔뫴ꅞ뎣ꕩꕈ뫙결륱뢣꒤꒶랾덱ꅃ륱뢣꒤꒶랾덱Ꙑ껉뻖ꚳ륱룜ꥍ뙬녈ꭈꗳꪺ꽓꧊ꅁꖦ꒹덜꣏ꗎ뛇끥끔꺧ꅁꣃ뵔ꭏ끔꺧ꗟꝙꙞ싐ꅃ륱뢣꒤꒶랾덱꒹덜뭐뚰꒤뱳ꑪꪺ꣼늳랾덱ꅂ꒣Ꙑꪺꩁ냈뒣꣑낪ꯗꝃꯗꪺ쇴녋꧊ꅂ돦Ꙗ싹Ꙗ랾덱ꅂꗟꝙꦵ뿰Ꙟ싐ꅂꕈ낪ꝃꯗꪺ럇뵔ꯗꅃꛓ뱳벽ꅂ륱뗸ꅂ돸꿈싸뭸걏돦Ꙗ뛇벽ꪺ둃엩ꅁ꣼늳걏뱳ꑪꪺꑪ늳ꅁ쇴녋꧊룻ꝃꅂ랾덱ꪺ럇뵔꧊ꑝ룻ꝃꅃBoehlefeldꅩ1996ꅪ뙩ꑀ 15
닄ꑇ뎹ꅂꓥ쑭놴끑 ꡂꕘꅁ꣏ꗎ둃엩ꪺꗘꪺ꒣Ꙑꅁ꧒곝궫ꪺ쓝꧊ꗧꚳ꧒꒣ꙐꅃꙢ꣏ꗎ둃엩ꭥꅁ굙꿠ꑆ룑ꙕ뫘둃엩ꪺ쓝꧊ꅁ녎ꚳꝕ랾덱껄ꩇꪺ뒣ꅃ ꑇꅂ뫴믚뫴룴뱳ꝩ꒧꽓꧊ 뫴믚뫴룴ꑗ랾덱ꪺ꽓ꛢ걏Ꙩ맯Ꙩ싹Ꙗ랾덱ꅁ껸뙏ꓱꕈꦹꟳ꣣ꚳꕄ놱앶ꅁꕂꕩ싇ꗑ뫴룴샴맒ꪺ산ꝕꅁꟳꟖꟳꚳ껄ꪺ꣬ꟳꙨ룪끔ꅁ땍ꯡꙁ낵ꕘꡍ떦ꅁꖦ뒣꣑띳ꪺ냝썄룑ꡍ덾덷ꅂꣃ꣏녯껸뙏뻉Ꙗꪺꛦ빐ꚨ결띳ꪺ걄뻔ꅩHoffman & Novakꅁ1996ꅪꅃꗑ꧳뫴룴ꗽꓑꪺ둃엩꽓꧊ꪺ깴늧ꅁ덹ꚨ껸뙏Ꙣ뫴룴ꑗꪺ룪끔놵꣼ꪺꓨꚡ뭐띪둍ꛦ결늧꧳꣤ꕌ둃엩ꅃ Hawkinsꅩ1994ꅪ녎뫴궶ꑗꪺ뱳ꝩꥷ롱결ꅇꑀ뫘ꕈ륱ꑬ룪끔ꩁ냈ꪺ꣏ꗎ결랾덱맯뙈ꪺ륱ꑬ꓆뱳ꝩꅃꕌꣃꕘꑆ뫴믚뫴룴뱳ꝩꪺ쁵쉉ꥍ꿊쉉ꅃ 쁵쉉ꅇ (1) ꝙ껉꧊ꅇ뫴믚뫴룴ꪺꝙ껉꧊ꅁ꣏녯꣏ꗎꕩꕈꗟꝙ꣺녯꧒믝ꪺ룪끔ꅃ (2) 껸뙏뻉Ꙗꅇꗑ꧳뫴믚뫴룴뱳ꝩꙨꕢ걏ꗑ껸뙏ꕄ냊ꕨ낵놵쒲ꅁ꧒ꕈ뱳ꝩꪺ룪끔녎라ꥍ꣏ꗎꟳ결꺧꺧곛쏶ꅃ (3) ꚳ뱵꧊ꅇꙝ결뫴믚뫴룴ꪺ꒬냊꧊ꅁ꧒ꕈ뱳ꝩꕄꕩꕈ껚뻚껸뙏ꪺ믝ꡄ낵ꕘꗟꝙꪺ삳ꅃ (4) 뵵ꑗꗦ꧶ꅇꗑ꧳뫴믚뫴룴ꪺ꒬냊꧊뭐ꝙ껉꧊ꅁ꣏녯껸뙏ꕩꕈ뙩ꛦ뵵ꑗꗟꝙꗦ꧶ꅃ 꿊쉉ꅇ (1) ꫭ륆꣼꣬궭꣮ꅇꗑ꧳룪껆삣셙덎뭐쁗뱥ꪺ궭꣮ꅁ꣏녯뫴믚뫴룴ꑗ때ꩫꟖ덴ꪺꫭ뉻ꙕ뫘뷆싸ꪺ맏뱶릳ꅁ늣ꭾ뭐룪끔ꪺꫭ륆돆꣼궭꣮ꅃ (2) ꒣꧶뻞Ꝁꅇꗑ꧳껸뙏맯꧳뫴믚뫴룴ꪺꪾ쏑뒶륍ꝃ뢨ꅁ뻉교뫴믚뫴룴뱳ꝩꪺ껄ꩇꑪꖴꚩꅃꙢBrigishꅩ1993ꅪꪺ곣ꡳ꒤땯뉻ꅁꑪ뎡ꗷꪺ꣏ꗎ 16
닄ꑇ뎹ꅂꓥ쑭놴끑 ꓱ룻낾ꙮ꧳쉳쓽룻결슲돦ꅂꚳ뷬ꅂ꧶살ꪺ뫴믚뫴룴뱳ꝩꅃ ꛓZeff & Aronsonꅩ1997ꅪ뒣ꕘ뫴룴뱳ꝩꪺ꽓꧊ꚳꅇ (1) 뫫럇냏륪왛늳롳ꅇ뱳ꝩꕄꕩꕈ껚뻚꒣Ꙑꙡ냏ꅂ냪깡ꅂ꣏ꗎꓩ듁ꅂ륱뢣ꖭꕸꅂ쉳쓽뺹꣓냏륪껸뙏ꅁ뙩ꛓ뛇끥꒣Ꙑꪺ뱳ꝩꅃ (2) 끬시뭐곶뿽ꗎꓡ삳ꅇꝑꗎ뱳ꝩ뫞뉺덮엩ꅁ뱳ꝩ띾ꕩꕈ뫫뵔ꪺ뗻꛴뱳ꝩꪺ쉉빜뉶ꅁ뗻꛴뱳ꝩ껄ꩇꅃ (3) 뫴룴뱳ꝩꪺ뛇끥뭐듀뒫ꚳꯜꑪꪺ뱵꧊ꅇꗑ꧳뫴룴뱳ꝩ뭳Ꝁꚨꖻ룻ꝃꅁꛓꕂ뭳Ꝁ껉뚡땵ꅁꙝꚹ뱳ꝩꕄꕩꕈꯜꟖꪺꟳ뒫뱳ꝩꅁꕈꝬꓞꟳꙨꪺ껸뙏ꅃ (4) ꒬냊꧊낪ꅇ껸뙏꙰ꩇ맯늣ꭾꚳ뾳뷬ꅁꕩꕈꪽ놵쉉뿯뱳ꝩ땍ꯡꪾ륄ꟳ룔뫉ꪺ늣ꭾ룪껆ꅁ곆ꛜꕩꕈꪽ놵듺룕쇊뙒늣ꭾꅃ꙰ꩇ맯늣ꭾꚳ뫃냝ꅁꕩꕈꪽ놵녈ꯊEmail떹ꗸ띾ꅃ Ꟶꖭꅩꗁ87ꅪꑝꕘ뫴믚뫴룴뱳ꝩ꣣ꚳꑕꙃ쁵쉉ꅇ (1) ꗘ볐롳뵔ꥷꅇ쉉빜끔꺧ꝙ결맯ꚹ끔꺧ꚳ뾳뷬ꅃꕩ녎끔꺧럇뵔뮼뛇륆꣬ꗘ볐롳ꅁ꣏녯뱳ꝩ뙏ꗎ궰ꝃꅁꡃꑀ꓀뿺뎣ꗎꙢꑍꑦꑗꅃ (2) ꪽ놵뭐ꗘ볐롳꒬냊ꅇꗸ띾ꕄꕩꝑꗎ뫴믚뫴룴뱳ꝩ륆꣬Ꙩ궫ꪺꛦ빐ꗘꪺꅁꕝ걁ꭐ빐늣ꭾꅁ걏뭠뚰ꯈꓡꙗ돦ꅁꕈ돐덹냓뻷ꅃ (3) 뒣꣑ꭋꝑ꧊ꅇꪽ놵ꝑꗎ뫴룴뱳ꝩ뙩ꛦ늣ꭾ굱쇊땮끏륷곹ꅁ꣏녯볧Ꙣ껸뙏꒣ꖲ꣬륆깩쓽뉻돵ꭋꕩ륷곹왛곝늣ꭾ뮡ꧺꅃ (4) ꯅ뛇ꗸ띾뭐늣ꭾꪺ뙈ꅇꝑꗎ뱳ꝩ덳떲꣬ꗸ띾꒺뎡ꪺꗸ띾뫴꾸ꅁ엽뱳ꝩꚨ결뙩ꑊꗸ띾뫴꾸ꪺꓞ꒶ꅃ (5) ꚳ껄륂ꗎ뫴룴겡냊ꅇꓞ땯뫴ꪺ뾳뷬ꅁ덹ꚨ끑뷗룜썄ꅁ뙩ꑀꡂ륆ꚨ뱳ꝩ껄ꩇꅃꣃꕂꕩꕈ꯹쓲꒣쉟Ꝭꓞ뫴ꑗ꾸빜얪끔꺧냑ꕛ겡냊ꅃ (6) 뱳ꝩ덑빜뉶ꕩ뫫뵔뗻꛴ꅇ덯걏뛇닎둃엩때ꩫ낵꣬ꪺꙡꓨꅃ 17
닄ꑇ뎹ꅂꓥ쑭놴끑 ꑔꅂ뫴믚뫴룴뱳ꝩꖫ돵꒧뉻ꩰ뭐땯깩 껚뻚Jupiter Communications 땯ꫭꪺ돌띳뷕걤돸ꝩꕘꅁꗾ뉹뫴룴뱳ꝩꪺꖫ돵덗볒ꛜ2005꙾녎ꗑ1999꙾ꪺ43믵과꒸ꚨꛜ280믵과꒸ꅃ2000꙾ꪺ뫴룴뱳ꝩꖫ돵덗볒륷꛴륆70믵과꒸ꅁ꣤꒤덗볒돌ꑪꪺ결과냪ꖫ돵ꅁ곹ꗾ뉹ꖫ돵덗볒ꪺ75%ꅁ륆54믵과꒸ꅁ꣤ꚸꭨ꓀ꝏ결볚걷ꅂ걷ꖫ돵ꅁ꓀ꝏ결9믵과꒸ꅂ5믵과꒸ꅁꥍ과냪ꖫ돵덗볒곛룻ꚳꓑ쑛꒧ꝏꅃ낣ꑆ둘귓ꕄ굮ꖫ돵ꕾꅁ꧔ꑂ과걷ꙡ냏ꚨ둔ꯗ돌낪ꅁ낪륆68%ꅝꢣꫭ2-3ꅞꅃJupiter 륷꛴뫴룴뱳ꝩꙢ2005꙾ꕩꙢ꧒ꚳ뱳ꝩ꒤뻖ꚳ6%ꪺꚳ뉶ꅁꕄ굮걏꯴ꑗ뫴ꑈꑦꑪ둔뱗ꕛ꧒뷧ꅃ뉻ꚳꗾ뉹ꑗ뫴ꑈꑦ곹3믵ꅁ꣬ꑆ2005꙾녎ꚨꛜ8믵ꑈꑦꅁ뫴룴ꑈꑦꪺꑪ둔뱗ꕛ뙩ꛓ녡냊뫴룴뱳ꝩꪺꚨꅩ룪끔놡돸꒤ꓟꅁ2000꙾6ꓫ21ꓩꅪꅃ ꫭ2-4 ꗾ뉹뫴룴뱳ꝩꖫ돵덗볒ꅝ1999~2005ꅞ 돦ꛬꅇ100롕과꒸ 1999 2000 2001 2002 2003 2004 2005 ꕟ과 3,509 5,390 7,444 9,768 12,237 14,623 16,913 ꛨ볚 434 906 1,535 2,258 3,118 4,111 5,263 걷 225 502 880 1,375 1,922 2,556 3,324 ꧔ꑂ과걷 52 127 240 402 628 888 1,668 뽄걷/꿃ꛨ쓵 24 74 135 208 288 373 462 ꣤ꖦ 9 28 51 118 211 351 578 Ꙙ군 4,253 7,027 10,296 14,129 18,402 22,903 27,708 룪껆꣓랽ꅇJupiter Communications ꛓꙢ냪꒺ꓨ궱ꅁ껚뻚룪떦라ꖫ돵놡돸꒤ꓟꙢ1999꙾꒤뒣ꕘꪺ뇀꛴ꅁ1998꙾ꕸ왗뫴룴뱳ꝩꖫ돵덗볒결띳ꕸ맴믵꒸ꅁ꛴군1999꙾ꪺ뫴룴뱳ꝩꖫ돵삳ꕩ륆2믵1ꑤ롕꒸ꅩ룪끔놡돸꒤ꓟꅁ2000꙾1ꓫ14ꓩꅪꅃ뻚PC Home륱ꑬ돸꧳1999꙾12ꓫ31ꓩꪺ돸뻉ꅁꕸ왗ꕼꑪ뫴꾸ꅇPC home Online뫴룴깡깸ꅂ꒤껉륱ꑬ돸ꅂ뾻솦쏃뭐꥟벯꾸ꅁ룓꙾ꪺ꙾ꯗ뱳ꝩ샧ꚬ뎣낪륆6000롕ꕸ맴ꅁꕛ셠덯4ꑪ 18
닄ꑇ뎹ꅂꓥ쑭놴끑 ꪺ썂ꝙꑷ뙗륌2믵8ꑤ롕꒸ꅃ녱ꕈꑗ룪껆뇀꛴ꅁ녱1998꙾꣬1999꙾ꅁꕸ왗뫴룴뱳ꝩꖫ돵ꛜꓖꚨꑆ3궿ꅃꛓ곝ꙮ뫴룴뱳ꝩꪺ땯깩ꅁ띾ꟳ륷꛴2000꙾뫴룴뱳ꝩ샧ꚬꪺꚨꗘ볐라걏1999꙾ꪺ2궿ꕈꑗꅃꙝꚹꅁ꒣뷗냪꒺ꕾꞡ곝ꙮ뫴믚뫴룴뱳ꝩ띾냈라붴꭫땯깩ꅃ ꕼꅂ뫴믚뫴룴뱳ꝩ꒧꓀쏾 껚뻚Hoffman, Novak & Chatterjeeꅩ1995ꅪꪺ뱳ꝩ꓀쏾ꅁ녎뫴믚뫴룴뱳ꝩ꓀ꚨ꣢뫘ꅁꑀ뫘걏땐뱳ꝩꅝBanner Adꅞꅁ꩸Ꙣ뫴궶ꑗ궱ꪺꑀ뛴ꓨꪺ맏릳ꅁꣃꕩꕈ덳떲꣬걙ꑀ뫴궶ꑗꅆꕴꑀ뫘걏ꗘ볐뱳ꝩꅝTarget AdꅞꅁꗎHTMLJava Applet꧒늣ꗍꪺꑀꗷ볆ꗷ뫴궶ꅁ걏ꗸ띾궺궶ꅁ걏걙늣ꭾꪺ뵵ꑗ썯떡ꅃChatterjeeꅩ1996ꅪꑓ녎땐뱳ꝩ뗸결덑냊ꚡꪺ뱳ꝩ볉앓ꅝPassive Advertising Exposureꅞꅁꙝ결쉳쓽때ꩫ놱꣮굮꒣굮곝꣬ꅃꛓꗘ볐뱳ꝩ결ꕄ냊ꚡ뱳ꝩꅝActive Advertising Exposureꅞꅁꙝ결쉳쓽걏ꛛꑶꡍꥷ굮왛뷠걙귓뫴궶ꅃ 낣ꑆ뫴궶ꑗꪺ땐뱳ꝩꅂꗘ볐뱳ꝩ꒧ꕾꅁ쇙ꚳꝑꗎ뷼듀ꪺ왛꧀땯뒧ꚳ궭ꪺꪩꛬ뚡ꑗ궱륆꣬Ꙩ귓뱳ꝩ뷼걹ꕘ뉻ꪺ껄ꩇꅁꑝꚳ꣏ꗎ륱ꑬ뙬ꗳ꣓Ꝁ뱳ꝩ떥ꚡꅁ꒣륌꒴ꕈ땐뱳ꝩ뭐ꗘ볐뱳ꝩ결ꑪꥶꅃ ZeffꥍAronsonꅩ1997ꅪ녎뫴룴뱳ꝩꪺ쏾ꮬꝀꑆꑀ귓뻣뉺ꅁ룓ꓥ녎뫴믚뫴룴ꪺ뱳ꝩꚡ꓀결륱ꑬ뙬ꗳꥍꗾ뉹룪끔뫴꣢뫘ꅃ꣤쏾ꮬ뻣뉺꙰ꫭ2-5ꅇ ꫭ2-5 뫴룴뱳ꝩꪺ쏾ꮬ 뫴믚뫴룴뱳ꝩꪺꚡ뱳ꝩꪺ쏾ꮬ 룑 쓀 1. 뱳ꝩ쏙ꝕꚡꪺ륱ꑬ뙬ꗳ덯쏾ꮬ걏꒽ꕱ뒣꣑ꝋ뙏ꪺ륱ꑬ뙬ꗳ륱ꑬ뙬ꗳ ꅝAd-supported E-mailꅞ ꭈ뵣떹꣏ꗎꅁ뒫꣺ꕌ귌쑀띎놵ꚬ뱳ꝩꪺ뛇끥ꅃ 19
닄ꑇ뎹ꅂꓥ쑭놴끑 2. 쏙ꝕ끑뷗냏뭐띳뭄ꭈ뮼끥꒽ꕱ뻚ꗘ볐ꖫ돵쏙ꝕ꽓ꥷꪺ끑ꩁ냈ꅝSponsoring Discussion 뷗냏띳뭄ꭈꅁ덯볋뱳ꝩꕩꕈ룻ꖿ뵔List and E-mail Newslettersꅞ ꙡ쒲ꗘ볐압ꯈꅃ 3. 쏙ꝕ륱ꑬ뙬ꗳ륃삸륱ꑬ뙬ꗳ륃삸덑ꗎ꣓ꯘꗟꭾ땐ꪾꅝSponsoring E-mail Gamesꅞ 쒱ꅃ덺륌뭐꣏ꗎꪺ꯹쓲꒬냊ꯘꗟ꣏ꗎꪺꦾ룛ꯗꅃ 4. 륱ꑬ뛇돦ꅝDirect E-mailꅞ ꒽ꕱ덺륌륱ꑬ뛇돦ꪽ놵맯껸뙏ꪺ륱ꑬ뙬ꗳꭈ뵣녈땯뱳ꝩꅃ 1. ꓀쏾뱳ꝩꅝClassified Adsꅞ ꗾ뉹룪끔뫴ꑝ꿠꙰Ꙑ뛇닎돸꿈띾꿫ꅁ뒣꣑꓀쏾뱳ꝩꪺꩁ냈ꅃ 2. 볐썄뱳ꝩꅝBanner Adsꅞ 덯뫘뱳ꝩꮬ멁ꓱ룻꿊ꕆꕄ냊꧊ꅁꕵ꿠껄롭Ꙣ뫴궶ꪺꢤ뢨ꅁ덑냊ꙡ떥ꯝ꣏ꗎ꣓쉉뿯ꅃ 3. 뱳ꝩ꯶뙳ꅝButtonsꅞ 뱳ꝩ꯶뙳걏ꑰꮬꪺ볐썄뱳ꝩꅁ덱녠ꗎꙢꕩ꣑꣏ꗎꝋ뙏ꑕ룼덮엩ꪺ뫴궶덳떲ꅃ 4. 닡ꓑꯇꅝChatꅞ ꝑꗎ볶ꪺ닡ꓑꯇ뛇끥뱳ꝩ ꗾ뉹룪끔뫴 5. 뒣ꚡ뱳ꝩꅝAdvertorialꅞ 녎뱳ꝩ뭐뫴꾸ꑗꪺꫀ뷗걏꒺깥Ꝁ떲Ꙙ 6. 뇀벽덎ꅝPush 덺륌뇀벽덎ꅁ뱳ꝩꕩꕈ뛇끥ꛜ꣏ꗎTechnologyꅞ ꪺ륱뢣뫝ꅁꛓ꒣ꖲ덑냊떥ꯝ꣏ꗎ꣓왛곝 7. 뒡벽ꚡ뱳ꝩꅝInterstitialꅞ 덯뫘뱳ꝩꙢ뫴궶뭐뫴궶낵덳떲껉ꅁ라엣ꗜ뱳ꝩꪺ꒺깥 8. ꒺깥쏙ꝕꅝContent ꒺깥쏙ꝕꚡ걏뱳ꝩ띾ꕄ쏙ꝕ뫴꾸ꪺSponsorshipꅞ ꒺깥ꅁꛓ뫴꾸ꭨ뒣꣑뱳ꝩ띾ꕄ꧱롭ꗸ띾ꪺ볐뭸걏볐썄뱳ꝩ 룪껆꣓랽ꅇꅩZeffꥍAronson ꅁ1997ꅪ ꒭ꅂ뫴룴뱳ꝩ껄ꩇ꒧뿅뙱 ꗘꭥ뫴룴ꑗ뱳ꝩ껄ꩇ꒴땍꿊ꕆ뻇덎ꑗꪺ꡴닎곣ꡳꅁꕈ땯깩ꕘꑀ깍뱳결띾곉꧒뭻ꕩꪺ뱳ꝩ껄ꩇ듺뙱돦ꛬꅝEffectiveness Measurementꅞꅃꙝꚹꅁ덜Ꙩꑗ뫴ꪺ뱳ꝩ띾Ꙩꕢ뇄ꗎ싂ꚡꪺ껄ꩇ듺뙱돦ꛬꅁ걏ꛛꛦ굱ꕘꑀꖼ롧껄ꯗꅂꭈꯗ엧쏒ꪺ듺뙱돦ꛬꅁꛓ꣏띾때ꩫꚹ낵ꕘꖿ뵔ꪺꝐ쉟ꅁꕈ꣮ꥷ빁럭ꪺ뱳ꝩ겡냊ꗘ볐ꅩ램 20
닄ꑇ뎹ꅂꓥ쑭놴끑 ꦾꑴꅁꗁ86ꅪꅃ 룻ꚭꪺ뫴룴뱳ꝩ걏ꕈ쉉뿯ꅝclick throughꅞ뫴룴뱳ꝩꪺꑈ볆ꅁꝀ결룓뱳ꝩ걏ꝟꚳ껄ꪺ뻚ꅃꛓꙢ냓띾뫴꾸ꯘꗟ뱳ꝩꑝ걏ꕈ쉉뿯ꪺꑈ볆Ꝁ결ꚬ뙏ꪺ볐럇ꅃI/ProꙢ1996꙾ꪺ돸ꝩꕘꡃꑀ쉉뿯ꪺꚬ뙏ꑪ곹걏과ꅃDoubleClickꅩ1996ꅪꪺ돸ꝩꕘ4ꉈꪺ뫴룴꣏ꗎ라쉉뿯뫴꾸ꑗꪺ뫴룴뱳ꝩꅁꙢDoubleClick뫴꾸ꑗꭥ25ꉈꪺ뱳ꝩꚳ8ꉈꪺ쉉뿯뉶ꅁꚳ곆ꛜꕩꕈ륆꣬12ꉈꇣ15ꉈꅃ쉉뿯뉶닄ꑀꚸ땯ꗍ꒧ꯡ라뙽ꥬꑕ궰ꅁ럭꣏ꗎ닄ꑇꚸ닄ꑔꚸ볉앓꧳룓뱳ꝩ껉ꅁ쉉뿯뉶궰ꛜ2ꉈꅁ닄ꕼꚸ꒧ꯡ쉉뿯뉶ꕵ돑1ꉈꟳꓖꅃꕈ쉉뿯Ꝁ결뱳ꝩ껄ꩇꪺ뿅뙱ꚳ꣤꿊쉉꙳Ꙣꅁꙝ결쉉뿯ꕵ꿠녯꣬라ꕄ냊쉉뿯룓뱳ꝩꪺꑈ볆ꅁꛓꣃ꒣꿠셁룑껸뙏놵쒲뫴룴뱳ꝩ라맯ꕌꪺ뭻ꪾꅂ멁ꯗ뭐쇊뙒ꛦ결늣ꗍ꛳뫘ꪺ뱶암ꅃ 쇶땍ꗘꭥ뫴룴ꑗꪺ뱳ꝩ띾ꅁꑷ롧덶ꡂ땯깩ꕘꙕꚡꙕ볋ꪺ뱳ꝩ껄ꩇ듺뙱돦ꛬꅁ꒣륌ꙝ결ꡓꚳꑀ귓꒽ꖿꪺ뻷멣꣓굱ꥷꑀ깍띾곉뎣놵꣼ꪺ듺뙱돦ꛬꅁ꧒ꕈꗘꭥ맯꧳뱳ꝩ껄ꩇ듺뙱돦ꛬꪺꥷ롱ꅁꙕ깡뎣ꚳ꧒꒣Ꙑꅃ꣼궭꧳뉻ꚳ뫴룴뛇벽ꪺ덴ꯗꅁꕛꑗ뫴믚뫴룴Ꙩ둃엩ꪺ뛇벽꽓꧊ꖼ꿠땯뒧꣤녪ꑪꪺꕜ꿠ꅁ걇뫴룴뱳ꝩꮬ멁꒴ꓱ룻릳ꖭ궱둃엩ꪺ뱳ꝩꅁꙝꚹ뉻뚥걱ꅁ뛇닎ꖭ궱둃엩꧒녠ꗎꪺ뱳ꝩ껄ꩇ듺뙱돦ꛬꅁ쒴꙰곝륌ꪺ궶볆ꅝpage viewedꅞꅂ뱳ꝩꪩ궱ꪺꑪꑰꅝscreen spaceꅞ떥ꅁꑝ뎣ꚳ띾Ꝁ결뫴룴뱳ꝩ껄ꩇꪺ뿅뙱돦ꛬꅝꢣꫭ2-6ꅞꅃ ꫭ2-6 뫴룴뱳ꝩ뗻꛴껄꽱궫굮볐 ꒤ ꓥ 굞 ꓥ 룑 쓀 뱳ꝩ썮ꗺ Ad Impression 럭ꑀꭨ뱳ꝩꚨꕜꙡ덑뛇끥떹닅Ꙙ룪껦ꪺ던ꯈ껉ꅁꝙꞹꚨꑀꚸꅵ뱳ꝩ썮ꗺꅶꅃ 뱳ꝩ꿁빜 Ad Request ꙝ던ꯈꪺꛦ결ꛓ꣏녯뱳ꝩꩁ뺹끥ꕘ걙ꭨ뱳ꝩꪺ냊Ꝁꅃ 쉉뿯 Click/Click Through 싇ꗑꅵ쉉뿯ꅶ걙ꭨ뱳ꝩꅁ던ꯈ녎라ꙝꚹꛓ덳ꛜ뫴룴ꑗꕴꑀ귓ꙡꑗꅝ덱녠결뱳ꝩꕄꪺ뫴꾸ꅞꅃ 쉉뿯뉶 Click Through RatꅆCTR 쉉뿯뱳ꝩꪺꚸ볆낣ꕈ뱳ꝩ꿁빜ꪺꚸ볆ꅃ 신뒫 Conversion 녎덹던ꪺ삳ꗑ껸랥ꪺ빜얪신엜결ꛦ냊ꅃꅵ신뒫ꅶꕝ걁Ꝭꓞ꣏ꗎ꣬뫴꾸ꅂ뮡ꩁꕌ귌쇊 21
닄ꑇ뎹ꅂꓥ쑭놴끑 뙒늣ꭾꅂ걏뵵ꑗ뛱뱧ꫭ돦ꅃ ꡃꑤꚸ뱳ꝩ썮ꗺꚨꖻ Cost Per MilleꅆCPM 뛇뮼ꡃ1000ꚸꅵ뱳ꝩ썮ꗺꅶ꧒믝굮ꪺꚨꖻꅃ 쒲삻 Hit ꡃ럭쉳쓽뺹Ꙗꩁ뺹뒣ꕘ굮ꡄ껉꧒ꑕ룼ꪺꡃꑀꗳ룪끔ꅝꖦꕩ꿠걏ꑀ녩맏ꅂꑀꗷꓥꗳ걏ꑀ걱뱶릳색ꅞꅁ뎣뫢걏ꑀ귓ꅵ쒲삻ꅶꅃ 뫴궶썮ꗺ Page Impression 럭던ꯈ뒣ꕘ걙뵧뫴궶꿁빜ꪺ굮ꡄ껉ꅁꅝ돦뽗ꑀ귓Ꙩ귓색껗ꅞꕈ돦ꑀꓥꗳꪺ멁ꝥ뉻Ꙣ던ꯈ샧맵ꭥꪺ냊Ꝁ뫙결뫴궶썮ꗺꅃ 뫴궶꿁빜 Page Request ꙝ던ꯈꪺꛦ결ꅁꛓꗑ뫴꾸ꩁ뺹끥ꕘ걙뵧뫴궶ꛜ던ꯈ쉳쓽뺹뗸떡꒤ꪺ냊Ꝁꅃ 뫴궶빜얪 Page View ꅵ뫴궶빜얪ꅶ걏ꑀ뫘룻뫫뵔ꪺ듺뙱ꓨꚡꅁꖦꕎꫭꑀ뻣뵧뫴궶ꅝꕝꝴꑗ궱ꪺ뱳ꝩꅂ맏떥떥ꅞ덑빜얪륌Ꙩꓖꚸꅃ 걹뙱 Traffic ꗑ꧳ꅵ룪끔낪덴꒽룴ꅶꑷꚨ쇍뛕ꅁꅵ걹뙱ꅶ둎ꕎꫭ뫴룴ꑗꚳꙨꓖ룪껆ꖿ덑뛇뮼ꪺ놡ꩰꅃꙐ껉ꖦꑝꕩꕈꝀ결깥걙ꑀ귓뫴꾸꣼앷ꫯꪺ땻ꯗꅁ맯ꕾ덳뵵쁗뱥ꪺ굴룼놡ꅃ 덹던 Visit ꧒뿗ꅵ덹던ꅶ걏ꑀꙗ던ꯈꙢ걙귓뫴꾸ꑗ꯹쓲빜얪뫴궶ꪺꛦ결ꅃ덹ꚨꚸ볆ꕩꝀ결뿅뙱뫴꾸걹뙱ꪺ볐꒧ꑀꅃ 룪껆꣓랽ꅇꅩ걉ꓟ뱺ꅁꗁ88ꅪ 뫴믚뫴룴뱳ꝩꞽꅝInternet Advertising BureauꅁIABꅞ륂ꗎ맪엧덝군ꪺꓨꚡꅁꙢ12귓뫴꾸뙩ꛦ쏶꧳볐썄뱳ꝩꚳ껄꧊ꪺ곣ꡳꅁ껚뻚뫴믚뫴룴뱳ꝩꞽꪺ곣ꡳ떲ꩇ엣ꗜꅁ뫴꾸뱳ꝩꪺ껄ꩇꕩꕈꥍꖭ궱ꕈ뱳벽둃엩ꪺ껄ꩇꑀ볋ꙮꅃIABꪺ덯뚵뷕걤걏덺륌12귓뫴꾸ꅝCNNꅂCompuServeꅂESPN SportsZoneꅂExciteꅂGeocitiesꅂHotWiredꅂLooksmartꅂLycosꅂMacWorldꅂNational Geographic OnlineꅂPathfinderꅂZiff-Davisꅞ뙩ꛦꪺꅁꕈ쁈뻷ꪺꓨꚡꙢꙖ던ꯈ깩ꗜ륌꽵맪ꕈ꽓ꥷꪺ뱳ꝩ꒧ꯡꅁIAB땹ꯡꭋꕈ륱ꑬ뙬ꗳꪺꓨꚡ룟냝뫴귌맯꧳ꙕ귓뱳ꝩꪺꙌ뙈ꅃ떲ꩇ돌닗ꑀꙀꚳꑀ롕꒻ꑤꙨꑈꞹꚨꑆ냝ꣷ뷕걤ꅃ 곣ꡳ떲ꩇ엣ꗜꗾ뉹룪끔뫴꾸ꕸꑗꪺ볐썄뱳ꝩ꣣ꚳꥍ뱳벽륱뗸뱳ꝩꙐ볋ꪺ껄ꩇꅁ볐썄뱳ꝩꕩꕈ꣫뽅ꪾꙗꯗꣃ뱗ꕛꭾ땐뿋ꕛꑏꅁꛓꕂ둎뫢껸뙏ꣃ꒣꽵ꪺꕨ 22
닄ꑇ뎹ꅂꓥ쑭놴끑 ꯶ꖦꅝclickꅞꅁ껄ꩇꑝ걏ꑀ볋ꅃ쇶땍뱳ꝩ띾귌ꑀ꿫뎣맯볐썄뱳ꝩꪺꓨꚡ몥몥띐꣬ꚳ꒣ꭈꗴꅁꕄ꯹덯뚵곣ꡳꪺꑀꛬꕄ뫞꒴ꕘꅵꑈ귌라띑뺮뗸ꑀꑰ뛴땥궱뚡ꅁꣃꕄ냊왛곝ꑀꚳ뷬ꪺꪫꅃ뱳ꝩ볐썄라Ꝭꓞꕌ귌ꅁꛓ꙰ꩇ덯뱳ꝩ녡ꚳ곛덳꧊껉ꅁꑝ녎Ꙑ껉뱶암ꕌ귌ꪺ띑ꩫꅃꅶ덯귓곣ꡳ걏ꕈMillward Brown꒽ꕱ꧒뒣ꕘꪺBrand Dynamics SystemꝀ결곣ꡳꪺ뉺뷗냲슦ꅃ꣤꒤ꚳ둘뚵ꚳ뷬ꪺ떲ꩇꅇꅝ1ꅞ맪믚ꕨ꯶뱳ꝩꑈ볆ꪺꓱ뉶ꅝclick-through rateꅞꣃ꒣꿠Ꝁ결뫴룴뱳ꝩ걏ꝟꚨꕜꪺ뻚ꅁꙝ결ꚳ96ꉈꪺꑈ꒧꧒ꕈ라맯걙ꭨ뱳ꝩꚳꙌ뙈걏ꙝ결ꕌ귌뒿롧Ꙣ걙ꑀ귓ꙡꓨ곝륌ꖦꅃꅝ2ꅞ볐썄뱳ꝩꕩꕈ뱗ꕛ뱳ꝩꪺ뭻ꪾꅝadvertising awarenessꅞꅃ볐썄뱳ꝩꑝꙐ볋꿠뱗ꕛ껸뙏ꪺꭾ땐뭻ꪾꅝbrand awarenessꅞꅁꭾ땐ꪾ쒱ꅝbrand perceptionsꅞꕈ쇊뙒띎Ꙗꅝpurchase intentꅞꅃꅝ3ꅞ63ꉈꪺꑈ뭻결라Ꙣ뫴룴ꑗꕚ땮뱳ꝩꪺ꒽ꕱꓱ꣤ꕌꙐ띾ꟳ꣣ꭥ스꧊ꅃꅝ4ꅞ55ꉈꪺ꣼던맯꧳뫴룴뱳ꝩꪺ왛꧀믡꿠뭻ꙐꅃIABꪺ둃엩뗻뙱ꑵꝀꑰ닕ꣃ땯ꫭꑆꑀꗷꙗ결ꆧMetrics and Methodologyꆨꪺꓥꗳꅁ뒣꣑ꑆ냓띾뫴꾸롧샧ꑀ뭐던ꯈ곶뿽뿅뙱ꚳ쏶ꪺ뗼띊뭐왛꧀ꅃ ꒻ꅂ맯뫴룴뱳ꝩ꒧멁ꯗ ꗘꭥꓥ쑭꒤맯뫴룴뱳ꝩ멁ꯗ뷕걤꒧곣ꡳꥼ꒣Ꙩꅁ맯뫴룴뱳ꝩ멁ꯗ꒧멣궱ꑝꑪꙨ낲덝뭐ꑀ꿫뱳ꝩ곛ꙐꅃꙢ맯뫴룴뱳ꝩꪺ곛쏶ꓥ쑭꒤ꅁMehtaꥍSivadasꅩ1995ꅪꕈꙢ띳뭄롳닕꒤꒽ꝇ륌끔꺧ꪺꑈ결볋ꖻꅁ뗻꛴뫴룴꣏ꗎ맯띳뭄롳닕ꥍE-mail뱳ꝩꪺ멁ꯗꅁ떲ꩇ땯뉻껸뙏맯띳뭄롳닕ꥍE-mail뱳ꝩ꯹굴궱꒧멁ꯗꅃꛓꯡDucoffeꅩ1996ꅪꕈ과냪꿃곹ꙡ냏318ꛬ냓띾롧뉺ꑈ결맯뙈곣ꡳ뱶암껸뙏맯Web뱳ꝩ멁ꯗꪺꙝ꿀ꅁ땯뉻Web뱳ꝩ덑뭻결꣣ꚳ싗둉ꪺ룪끔뭐깔볖꧊ꅁꕌꑝ쏒ꧺ깔볖꧊ꅂ룪끔꣫뽅라뱶암꣬맯Web뱳ꝩꪺ멁ꯗꅃꗑ꧳덯꣢귓곣ꡳꪺ볋ꖻ뵤돲룻ꑰꅁꙝꚹSchlosser et al.꧳1999꙾뙩ꛦꑪ뵤돲ꪺ볋ꖻ뷕걤ꅁꕌ귌ꕈ륱뢣뮲ꝕ륱룜 23
닄ꑇ뎹ꅂꓥ쑭놴끑 던뷍꡴닎ꅝcomputer-assisted telephone interviewingꅁCATIꅞ뷕걤ꗾ과맒꒺18랳ꛜ64랳ꪺꚨꑈꅁ땯뉻과냪ꗁ늳맯뫴룴뱳ꝩꪺ멁ꯗ돟앷뭐꒣돟앷ꪺꓱ꣒곛럭ꅁꚳ38ꉈꫭꗜ돟앷뫴룴뱳ꝩꅁ35ꉈꫭꗜ꒣돟앷ꅃꕌ귌녎맯뫴룴뱳ꝩ멁ꯗꪺ멣궱덺륌ꙝ꿀꓀꩒뭐뚥뱨ꚡ뚰롳꓀꩒ꅁ꓀ꚨ뱳ꝩ껄ꗎꅂ끤ꅂꭈꗴꅂ믹껦뭻ꪾ덗뵤떥꒭귓ꙝ꿀ꅃꙢ덯꒭귓ꙝ꿀럭꒤ꅁꕈ뱳ꝩ껄ꗎꪺ뱶암땻ꯗ돌ꑪꅁ꣤ꚸ결끤ꪺꙝ꿀ꅃ 닄ꑔ론ꅂ뫴룴꣏ꗎ꽓꧊뭐뭐뫴룴뷕걤ꑵ꣣ ꗑ꧳ꖻ곣ꡳ꒧뷕걤걏Ꙣ뫴룴ꑗ뙩ꛦꅁꙝꚹꖻ론둎냪꒺뫴룴꣏ꗎ꒧꽓꧊뫴룴뷕걤ꑵ꣣꒧쁵꿊쉉낵ꑀ둹굺꒶닐ꅃ ꑀꅂ냪꒺뫴룴꣏ꗎ꽓꧊ 껚뻚뾻솦쏃Ꙣ1999꙾12ꓫꙢ뫴믚뫴룴ꑗ꧒낵ꪺ닄ꕼꚸꕸ왗뫴믚뫴룴꣏ꗎ뷕걤꒤엣ꗜꡫꅂꑫꑗ뫴ꓱ꣒ꑷ룻ꦹ꙾놵꫱ꅁꙕꉈꉈꅁ꙾쓖ꭨꕄ굮결30랳ꕈꑕꅁ결ꉈꅃ뇐땻ꯗꙢꑪ녍ꕈꑗꚳꉈꅁ뻇ꗍ뇚롳곹ꕼꚨꖪꕫꅃ ꛓ룪떦라Ꙣ1999꙾12ꓫ꧳ꕸꕟ룪끔깩라돵뙩ꛦꧢ볋뷕걤ꅁ떲ꩇ엣ꗜ꣼던ꪺ뫴룴꣏ꗎ꒤ꡫ꧊62%ꅆ75%ꪺ꣏ꗎ꙾쓖Ꙣ18~39랳꒧뚡ꅆ뻇뻺결ꑪ녍ꕈꑗ낪륆72%ꅆꑗ꽚뇚57%ꅃ녎꒧뻣뉺꙰ꫭ2-7ꅃꗑꫭ2-7ꕩꪾꅁ냪꒺뫴믚뫴룴ꑈꑦ꽓뱸꒴ꕈ꙾뮴뇚롳낪뻇뻺Ꙩꅃ ꫭ2-7. 냪꒺뫴믚뫴룴꣏ꗎ꽓꧊ 뾻솦쏃ꕸ왗뫴룴꣏ꗎ뷕걤 룪떦라뫴믚뫴룴삳ꗎ뷕걤 껉뚡 1999꙾12ꓫ 1999꙾12ꓫ ꓨꩫ WWW뵵ꑗ뷕걤 ꕸꕟ룪끔라돵뷕걤 ꧊ꝏ ꡫꅇꉈ ꡫꅇ62ꉈ ꑫꅇꉈ ꑫꅇ37ꉈ ꖼꝀ떪ꅇ1ꉈ 24
닄ꑇ뎹ꅂꓥ쑭놴끑 ꙾쓖 25랳ꕈꑕꅇꉈ 30랳ꕈꑕꅇ52ꉈ 25-29ꅇꉈ 30-39ꅇ28ꉈ 30-39ꅇ19ꉈ 40-49ꅇ14ꉈ 40-49ꅇꉈ 50ꕈꑗꅇ4ꉈ 50ꕈꑗꅇꉈ ꖼ떪ꅇ2ꉈ 뇐땻ꯗ 낪꒤ꕈꑕꅇꉈ 낪꒤ꕈꑕꅇꉈ 낪꒤슾ꅇꉈ 낪꒤슾ꅇ15ꉈ ꑪ녍ꅇꉈ ꑪ녍ꅇ72ꉈ 곣ꡳ꧒ꕈꑗꅇꉈ 곣ꡳ꧒ꕈꑗꅇ10ꉈ ꖼꪾꅇ2ꉈ 슾띾 Ꙣ슾꒤ꅇꉈ Ꙣ슾꒤ꅇ57ꉈ 뻇ꗍꅇꉈ 뻇ꗍꅇ26ꉈ 깡뫞ꅇꉈ 깡뫞ꅇ2ꉈ 끨ꗰꅇꉈ 끨ꗰꅇ2ꉈ ꯝ띾ꅇꉈ ꯝ띾ꅇ6ꉈ ꣤ꕌꅇꉈ ꣤ꕌꅇ4ꉈ ꖼ떪ꅇ3ꉈ ꑇꅂ뫴룴뷕걤ꑵ꣣ (ꑀ)ꅂ뫴룴뷕걤ꪺ쏾ꮬ 램ꦾꑴꅩꗁ86ꅪ녎뫴룴ꑗꪺ뷕걤곣ꡳ꣼던ꪺ냑뭐뭐ꕄ냊땻ꯗꅁ쉫꿇ꚨ꣢ꑪ쏾ꮬꅇ 1. ꣼던ꕄ냊냑뭐ꮬ ꚹꑀ쏾ꮬ쏾뛇닎ꪺ냝ꣷ뷕걤던뷍ꩫꅁꝙ믝굮꣼던ꕄ냊꣓냑뭐ꅁꑀ꿫ꚳꑔ뫘쏾ꮬꅇꑀꅂ덺륌Web냵ꛦꪺ뵵ꑗ냝ꣷꅝWeb Questionnaireꅞꅆꑇꅂ륱ꑬ뙬뮼냝ꣷ뷕걤ꅝE-mail Questionnaireꅞꅆꑔꅂ뵵ꑗ닡ꓑꯇꅝOnline Chat Sessionꅞꅃ 2. ꣼던덑냊끴Ꙙꮬ 걏ꑀ뫘ꑑ꓀녠ꢣꪺ덑냊ꮬꛦ빐곣ꡳꓨꩫꅁꭙ덺륌Cookieꪺ뛇끥ꕈꭋ끬시ꑗ뫴ꪺ꣏ꗎꛦ결ꅁꑓ뫙결륱뢣뵵ꑗ뫊놱ꮬꅝComputer Online Monitoringꅞꅃ 25
닄ꑇ뎹ꅂꓥ쑭놴끑 (ꑇ)ꅂ뫴룴뷕걤곣ꡳꪺ쁵꿊쉉 뫴룴뷕걤ꓱ뛇닎냝ꣷ뷕걤꣣ꚳꟳꙨꪺ쁵쉉ꅁWalsh et al.ꅩ1992ꅪꓱ룻ꑆ륱ꑬ뙬뮼냝ꣷ뭐뛇닎뙬녈냝ꣷꪺꙞꚬ덴ꯗꅁ땯뉻륱ꑬ뙬뮼냝ꣷꪺꙞꚬ덴ꯗ룻뛇닎뙬녈냝ꣷꓨꚡꟖꅁꚹꕾ륱ꑬ뙬뮼냝ꣷ꒧뙽꧱ꚡ냝썄꙲볆뛱녯룻뛇닎뙬녈냝ꣷꙨꅁ덯ꫭꗜ꣼던룻쑀띎Ꙟ떪ꅃꛓWeibleꥍWallaceꅩ1998ꅪꕈ껄뉶ꥍꚨꖻꪺ왛쉉꣓ꓱ룻뙬ꗳꅂ뛇꽵ꅂ륱ꑬ뙬ꗳꥍWeb멁떥ꕼ뫘꒣Ꙑꪺ룪껆ꚬ뚰ꓨꩫꅁ떲ꩇ땯뉻뫴룴멁꒧냝ꣷꚨꖻ돌ꝃꅁꙞꚬ덴ꯗꑝ돌Ꟗꅃ 땍ꛓ쇶땍뫴룴냝ꣷ꣣ꚳꝃꚨꖻꅂꙞꚬ덴ꯗꟖ뭐뛱떪띎쑀낪떥쁵쉉ꅁ땍ꛓꗑ꧳뫴룴ꥼꖼꞹꗾ뒶ꅁꙝꚹ꣤ꕎꫭ꧊ꪺ뫃냝ꑝ둎녠꣼꣬뷨뫃ꅃꚹꕾꅁꛛ뿯뻜냑ꕛ뷕걤ꪺꑗ뫴ꅁꖻꢭꝙ뭐꒣냑ꕛ뷕걤ꚳ랥ꑪꪺ꒣Ꙑꅃꙝꚹ뫴룴뷕걤떲ꩇꪺ뇀뷗ꑝ둎꣼꣬궭꣮ꅃ 램ꦾꑴꅩꗁ86ꅪ녎뫴룴뷕걤ꪺ쁵꿊쉉뻣뉺꙰ꑕꅇ 쁵쉉 1. Ꙟꚬ덴ꯗꟖ 2. ꚨꖻ껄꽱꣎ 3. 볋ꖻ꽓뱸뚰꒤뭐꽓껭 4. 뷕걤슲돦꓆ꅁ쇴녋꧊낪ꅁꕩ뱗ꕛꙞꚬ뉶 5. ꕩꝋ낣궫싐쇤ꑊ룪껆ꪺ돂럐ꅁ뱗Ꟗ곣ꡳꝀ띾ꪺ뙩ꛦ 꿊쉉 1. 볋ꖻ꒣꣣ꚳꕎꫭ꧊ꪺꞽ궭 2. 볋ꖻꛛ뿯꧊ꪺꞽ궭 3. 륱뢣뛇벽뫞륄쁗뱥ꪺꞽ궭 26
닄ꑔ뎹ꅂ곣ꡳꓨꩫ 닄ꑔ뎹ꅂ?곣ꡳꓨꩫ ꖻ곣ꡳꪺꕄ굮ꗘꪺꙢ꧳뷕걤ꗘꭥꕸ왗뫴룴꣏ꗎ맯뫴룴뱳ꝩꪺ멁ꯗꅁꣃꓱ룻냪꒺ꅂꕾꙢ멁ꯗꑗ걏ꝟ꒣Ꙑꅃꖻ곣ꡳꪺ곣ꡳ걛멣ꥍ뙱ꫭꕄ굮걏뇄ꗎSchlosser et al.떥Ꙣ1999꙾껉곣ꡳ뫴룴꣏ꗎ맯뫴룴뱳ꝩ멁ꯗ뷕걤껉꧒ꗎꪺ걛멣뙱ꫭꅁꙁ롧ꗑꗽ뻉곣ꡳꅝpilot studyꅞꯡꅁ귗릢ꛓꚨꅃ ꖻ뎹녎끷맯ꖻ곣ꡳ곣ꡳ엜볆뭐뻞Ꝁꮬꥷ롱ꅂꗽ뻉곣ꡳꪺ륌땻떲ꩇꅂ냝ꣷ덝군룪껆ꚬ뚰ꓨꚡꅁꙢ꦳ꑕꙕ론룔닓둹굺ꅃ 닄ꑀ론ꅂ곣ꡳ걛멣 뱳ꝩ껄ꗎ 끤 ꭈꗴ 맯뫴룴뱳ꝩ꒧멁ꯗ 믹껦뭻ꪾ 덗뵤 맏3-1 왛꧀ꮬ걛멣 ꖻ곣ꡳ꒧곣ꡳ걛멣ꅁꑄ걏냑ꛒSchlosser꧒낵ꪺ곣ꡳ뷕걤ꛓ녯ꅃSchlosser뷕걤과냪뫴룴꣏ꗎ맯뫴룴뱳ꝩ꒧멁ꯗꅁ롧ꗑꙝ꿀꓀꩒ꯡꙀ녯꣬꒭귓뱶암멣궱ꅁ꓀ꝏ결뱳ꝩ껄ꗎꅝAdvertising Utilityꅞꅂ끤ꅝIndignityꅞꅂꭈꗴꅝTrustꅞꅂ믹껦뭻ꪾꅝPrice Perceptionꅞ덗뵤ꅝRegulationꅞꅃꖻ론녎ꖻ곣ꡳ꒤ꚳ쏶ꪺ궫굮ꙗ뗼ꅁꝀꑀꧺ뵔뉍랡ꪺ뻞Ꝁꮬꥷ롱ꅁꣃ맯ꖻ곣ꡳ꒧곣ꡳ엜볆낵ꑀ둹굺ꅃ 27
닄ꑔ뎹ꅂ곣ꡳꓨꩫ ꑀꅂ뻞Ꝁꮬꥷ롱 ꣏ꗎꙗ뗼 ꥷ 롱 뫴룴꣏ꗎ ꣏ꗎ륱뢣껉라덺륌modem냏냬뫴룴덳떲꣬Internetꪺ꣏ꗎ 뫴룴뱳ꝩ 껸뙏Ꙣ꣏ꗎ륱뢣덳떲꣬Internetꑗ껉ꅁ꧒곝꣬ꪺ꧒ꚳ륱ꑬ뱳ꝩꅁ덯ꕝꝴꑆWWWꅂ륱ꑬ뙬ꗳꥍBBS 떥떥ꮬ멁ꅃ ꑇꅂ곣ꡳ엜볆 ꖻ곣ꡳ꒧ꙝ엜볆결맯뫴룴뱳ꝩ꒧멁ꯗꅁꛛ엜볆결Schlosser곣ꡳ꒤꧒녯ꪺ꒭귓뱶암멣궱ꅁ녎꒧뇔굺꙰ꑕꅝ냑ꛒꫭ3-1ꅞꅇ (ꑀ)ꅂꛛ엜볆 1. 뱳ꝩ껄ꗎꅇ 뫴룴뱳ꝩꪺ믹귈껄ꩇ닅Ꙙ껸뙏믝굮ꅃꑝ둎걏뮡ꅁ뫴룴뱳ꝩ걏둉ꚳ룪끔꧊뭐깔볖꧊ꅁꕴꕾꙢ산ꝕ쇊ꪫꡍ떦ꑗꑝ걏ꚳꗎꪺꅃꚹꑀ엜볆Ꙁꚳ4썄ꅁ꓀ꝏ결ꫭ3-1꒤ꪺ썄2ꇣ썄5ꅃ 2. 끤ꅇ 뫴룴꣏ꗎ쒱녯덑뫴룴뱳ꝩꭖ끤ꅂꭟꗇ뭾뻉ꅃꙀꚳ3썄ꅁ결ꫭ3-1꒤ꪺ썄6ꛜ썄8ꅃ 3. ꭈꗴꅇ 곛ꭈ뫴룴뱳ꝩꪺ땻ꯗ덺륌뫴룴뱳ꝩ쇊뙒ꪫꭾꪺꭈꓟꅃꙀꚳ3썄ꅁ결썄9꣬썄11ꅃ 4. 믹껦뭻ꪾꅇ 껸뙏맯뫴룴뱳ꝩ뱶암믹껦믹귈꒧뭻ꪾꅃ썄ꗘ결썄12ꛜ썄14ꅃ 28
닄ꑔ뎹ꅂ곣ꡳꓨꩫ 5. 덗뵤ꅇ 맯뫴룴뱳ꝩ덗뵤ꪺ굮ꡄ뭐뭻ꪾꅃꕝꝴ썄ꗘ15ꅂ16ꅂ17ꅃ (ꑇ)ꅂꙝ엜볆 1. 맯뫴룴뱳ꝩ꒧멁ꯗꅇ 뫴룴꣏ꗎ맯뫴룴뱳ꝩ뭻Ꙑ꒣뭻Ꙑꪺ삳ꅁꗧꝙ뻣엩뗻믹ꅁ결맯뫴룴뱳ꝩ멁ꯗ뙱ꫭꪺ닄1썄ꅃꅃ 닄ꑇ론ꅂꗽ뻉곣ꡳ ꗽ뻉곣ꡳꪺꕄ굮ꗘꪺ걏Ꙣꖿꚡꪺꑪ덗볒ꪺ볋ꖻ뷕걤꒧ꭥꅁ곣ꡳꟆ뇦맯곣ꡳ쒳썄ꪺ굉뒺꣓쁳ꕨ꿟ꚳꟳꙨꪺꑆ룑ꅁꛓ꣏ꗎꓖ볆ꕎꫭ꧊볋ꖻ꧒낵ꪺ뷕걤ꅩZikmundꅁ1997ꅪꅃꙢꖻ곣ꡳ꒤ꅁꗽ뻉곣ꡳ꧒뙩ꛦꪺꓨꚡ걏ꕈ땊쉉롳엩ꩫ뙩ꛦ냝ꣷꪺ슽쒶ꅁꙁ녎냝ꣷ뙩ꛦꑰ덗볒뷕걤던뷍ꅁꕈ낵결ꟳ뙩ꑀꡂ귗ꪺ냑ꛒꅃ ꑀꅂ땊쉉롳엩ꩫ 껚뻚Blankenship & Breenꅩ1993ꅪꓥ뎹ꕘꅁ땊쉉롳엩ꩫꕄ굮ꪺꕜ꿠결덺륌롳엩꒧뚡ꪺ꒬냊꣓ꚬ뚰ꚹ롳맯ꪫꪺ띎ꢣ곝ꩫꅃꖻ곣ꡳ땊쉉롳엩ꩫꪺ냑뭐ꑈ귻결6ꛬ룪뫞꧒ꪺ곣ꡳꗍꅁ뷕걤ꓩ듁결1999꙾12ꓫ31ꓩꅁꙡ쉉결꒤ꑳꑪ뻇띳뫞뉺뻇끼ꑀ볓Ꙩ둃엩곣ꡳꯇꅁꗑꝀ뻡ꗴꕄ꯹ꑈꅁꕄ굮ꗘꪺꙢ끑뷗녎Schlosser et al.ꅩ1999ꅪ꒤ꪺ뷕걤뙱ꫭꅁ쒶ꚨ꒤ꓥ뭹ꕹꪺ빁럭꧊뭐덱멚꧊ꅃ슽쒶뭹ꕹꥍ떲ꩇ꙰ꫭ3-1꧒ꗜꅇ ꫭ3-1. 땊쉉롳엩ꩫ꒧슽쒶떲ꩇ 뻣엩멁ꯗ 1. In general, do you like or dislike advertising? 29
닄ꑔ뎹ꅂ곣ꡳꓨꩫ ꑪ엩ꛓꢥꅁ돟앷뫴룴뱳ꝩ 뱳ꝩ껄ꗎ 2. Most advertising is informative ꑪ뎡ꗷ뫴룴뱳ꝩ꧒뒣꣑ꪺ룪끔걏ꚳꗎꪺ 3. I like to look at most advertisements that I am exposed to ꑪ뎡ꗷꪺ뫴룴뱳ꝩꅁ뎣라ꕨ곝 4. How often do you use advertising to help make your purchase decisions? 롧녠ꕈ뫴룴뱳ꝩꝀ결쇊ꪫꪺ냑ꛒ 5. In general, how confident do you generally feel using information you see in ad to make a purchase decision? 맯꧳ꕈ뫴룴뱳ꝩ꣓산ꝕ쇊ꪫꅁ쒱녯ꚳꭈꓟ 끤 6. Most advertising insults my intelligence ꑪ뎡ꗷꪺ뫴룴뱳ꝩꭖ끤ꑆꪺ뒼뱺 7. How often do you feel offended by advertisements? 뫴룴뱳ꝩꪺ꒺깥녠엽쒱녯띐 8. How often have you felt misled by advertisements? 녠쒱녯덑뫴룴뱳ꝩ꒤ꪺ끔꺧꧒뭾뻉 ꭈꗴ 9. In general, I feel I can trust advertising ꑀ꿫ꛓꢥꅁ쒱녯ꕩꕈ곛ꭈ뫴룴뱳ꝩ 10. Products that I have used usually live up to the promises of quality and performance made in their advertisements ꧒쇊뙒ꪺ늣ꭾ덱녠룲뫴룴뱳ꝩ꧒ꭏ뗽ꪺꭾ뷨ꥍ셚껄곛닅Ꙙ 11. How comfortable are you about purchasing an item directly through an advertisement – for example, by using a 1-800 number? 덺륌뫴룴뱳ꝩꪽ놵쇊ꪫꅁ쒱녯ꯜ꧱ꓟ 믹껦뭻ꪾ 12. In general, advertising results in lower prices for the products I buy ꑀ꿫꣓뮡ꅁ뫴룴뱳ꝩ라엽ꫡ룻ꓖꪺ믹껦뙒꣬띑뙒ꪺ늣ꭾ 13. I usually get better value for my money in advertised brands of products than in unadvertised brands 뙒ꚳ뫴룴뱳ꝩꪺ늣ꭾꓱꡓ뱳ꝩꪺ늣ꭾꟳ엽쒱녯ꚳ믹귈 14. What effect do you think advertising has on the prices of advertised products? 뭻결뫴룴뱳ꝩ라뒣낪꣤꧒뱳ꝩ늣ꭾꪺ믹껦 덗뵤 15. I think the government should put less effort into regulating the content of advertising I see 30
닄ꑔ뎹ꅂ곣ꡳꓨꩫ 쒱녯걆ꦲ꒣뚷ꫡꓓꙨꑏ껰ꕨ덗뵤뫴룴뱳ꝩꪺ꒺깥 16. Advertising regulation should be done by the advertising industry through its member associations rather than by the government 쒱녯ꗑ뱳ꝩ곉ꛛꛦ굱ꥷ뫴룴뱳ꝩꪺ덗뵤라ꓱ엽걆ꦲ굱ꥷ빁럭 17. How do you feel about the amount of regulation which the government currently places on advertising 뭻결ꗘꭥ걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴땍꒣ꢬ ꑇꅂ냝ꣷ듺룕 (ꑀ)ꅂꗘꪺ ꗑ꧳슽쒶ꞹꪺ냝ꣷ꒴꒣ꪾ꣤걏ꝟ빁ꗎꅁ걏ꝟꙢ꽵ꖿ뛱떪껉라늣ꗍꕏꑈ때ꩫꑆ룑ꪺ뗼ꕹꅃ걇ꕈꑀꑰ롳ꚳ뫴룴꣏ꗎ롧엧ꪺꕎꫭ꧊볋ꖻ결맯뙈ꅁ룟냝슽쒶ꞹꯡ꒧냝ꣷ뙱ꫭꙢ뛱떪껉뭹ꕹ걏ꝟꚳꕏꑈ때ꩫꑆ룑꒧덂ꅁꕈ냝ꣷ믝뙩꒧ꙡꓨꅃ (ꑇ)ꅂ뷕걤ꓨꚡ 1. 냝ꣷ덝군 ꖻ냝ꣷꙀ꓀결ꑔ귓뎡ꗷꅁ닄ꑀ뎡ꗷ결귓ꑈ냲ꖻ룪껆ꅁꕝꝴꥭꙗꅂ꧊ꝏꅂ꙾쓖ꅂ꡴꧒뭐곝뫴룴뱳ꝩꚸ볆ꅃ닄ꑇ뎡ꗷ결슽쒶ꯡ꒧맯뫴룴뱳ꝩ멁ꯗ꒧뙱ꫭꅁ결ꑆ룑뷕걤맯뙈걏ꝟꧺꗕ냝뚵ꅁ걇ꡃ귓냝뚵꦳ꑕ뎣ꚳ띎ꢣ쓦엽꣤ꫭꗜ띎ꢣꅃ닄ꑔ뎡ꗷꭨ룟냝뷕걤맯뙈맯뻣귓냝ꣷꪺ곝ꩫꯘ쒳ꅃ 2. 맯뙈뷕걤ꓩ듁 ꖻ곣ꡳ냝ꣷ듺룕ꪺ뷕걤맯뙈ꕄ굮결룪뫞꡴ꑇ꙾꿅뻇ꗍꅁ뷕걤듁뚡결2000꙾1ꓫ7ꓩꛜ1ꓫ14ꓩꅃ (ꑔ)ꅂ떲ꩇ 꿷녎뷕걤ꯡꚳ냝썄ꪺ냝뚵뻣뉺꙰ꑕꅇ 1. ꚳꙨ볆ꪺꑈꫭ륆ꖼ뒿Ꙣ뫴룴ꑗ쇊ꪫ륌ꅁ걇맯ꚳ냝뚵믝ꚳ쇊ꪫ롧엧ꪺꅁꫭ 31
닄ꑔ뎹ꅂ곣ꡳꓨꩫ ꗜ때ꩫꙞ떪ꅃ꙰냝뚵5ꅂ10ꅂ12ꅂ13ꅃ 2. 뭹띎꒣뉍뉖뉣ꅁ꙰냝뚵6ꅂ11ꅃ 3. 뭹띎궫뷆ꅁ꙰냝뚵1ꥍ냝뚵3ꅃ 맯꧳쇊ꪫ롧엧ꪺ냝썄ꅁꖻ곣ꡳ녎귬ꖻ냲꧳귓ꑈ롧엧ꪺ냝ꩫ귗결냝꣼듺맯덯띎ꢣꪺ곝ꩫꅃ꣤ꕌꪺ냝썄ꅁꭨ냑ꛒ맯뱳ꝩ멁ꯗꪺ곛쏶뷕걤ꅁ궫띳귗냝ꩫꅃ귗ꞹꯡꪺ맯뫴룴뱳ꝩ멁ꯗ뙱ꫭ꙰3-2꧒ꗜꅃ ꫭ3-2. 귗ꯡ꒧맯뫴룴뱳ꝩ멁ꯗ뙱ꫭ 1. ꑪ엩ꛓꢥꅁ돟앷뫴룴뱳ꝩ 2. ꑪ뎡ꗷꪺ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩꪺ룪끔 3. ꧒곝꣬ꪺꑪꙨ볆뫴룴뱳ꝩ뎣ꕏꑈ쒱녯둲Ꟗ 4. 녠ꕈ뫴룴뱳ꝩ꒤꧒곝꣬ꪺ룪끔Ꝁ결뿯뻜ꪫꭾꪺ냑ꛒ 5. 맯꧳ꕈ뫴룴뱳ꝩꝀ결뿯뻜ꪫꭾꪺ냑ꛒꅁ쒱녯ꚳꭈꓟ 6. ꑪꙨ볆ꪺ뫴룴뱳ꝩ라엽쒱녯뒼뱺꣼꣬ꑆꭖ끤 7. 뫴룴뱳ꝩꪺ꒺깥녠ꕏ쒱녯띐 8. 녠쒱녯뫴룴뱳ꝩ라ꗸ맏뭾뻉 9. ꑀ꿫ꛓꢥꅁ쒱녯ꕩꕈ곛ꭈ뫴룴뱳ꝩ 10. 뫴룴뱳ꝩ꒤맯늣ꭾ꧒ꭏ쏒ꪺꭾ뷨뭐껄ꩇꅁ덱녠ꥍ맪믚ꑗ곛닅 11. 덺륌뫴룴뱳ꝩ꒤ꪺ륱룜ꥍꙡꝽ쇊ꪫꅁ쒱녯ꯜ꧱ꓟ 12. 뫴룴뱳ꝩ라ꭐ꣏늣ꭾ궰믹 13. ꚳ뫴룴뱳ꝩꪺ냓ꭾ라ꓱꡓ뱳ꝩꪺ냓ꭾ엽쒱녯ꚳ믹귈 14. 뫴룴뱳ꝩ라뒣낪늣ꭾꪺꚨꖻ냢믹 15. 걆ꦲ꒣뚷맯뫴룴뱳ꝩꪺ꒺깥쑙ꕛ뱦껖 16. ꗑ뱳ꝩ곉ꛛꛦ굱ꥷ뫴룴뱳ꝩꪺ덗뵤라ꓱ엽걆ꦲ뒡ꓢꙮ 17. 뭻결ꗘꭥ걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴땍꒣ꢬ ꑔꅂ맯뫴룴뱳ꝩꪺ곝ꩫ Ꙣ덯ꚸ뷕걤꒤ꅁ꣼듺낣ꑆ맯냝ꣷꪺ냝썄Ꝁꕘꯘ쒳ꕾꅁꑝ맯뫴룴뱳ꝩ뒣ꕘꕌ귌ꪺ곝ꩫꅃꚹ뎡ꗷ녎꣼듺Ꙣꙕ냝뚵꒤맯뫴룴뱳ꝩꪺ곝ꩫ뻣뉺ꣃꙃꕘꙢꫭ3-3ꅁ 32
닄ꑔ뎹ꅂ곣ꡳꓨꩫ ꕈꝀ결ꯡ쓲꒧냑ꛒꅃ ꫭ3-3 ꭥ뻉곣ꡳ꒤꣼듺맯뫴룴뱳ꝩꪺ곝ꩫ 곝ꩫ뭐뉺ꗑ 띎 ꢣ 룪끔 ꣃ꒣뇆ꖸ, ꑝ꒣Ᶎ뇦뫴룴뱳ꝩ뱶암ꑆ귬ꖻ띑굮샲녯ꪺꕄ엩룪끔 ꙝ결ꖦꕩꕈ뒣꣑ꑀ룪끔,ꑝ덜귨ꙮ걏띑굮ꪺꩆꛨ,걏띳꥟ꪺ돟앷뫴룴뱳ꝩ꒧뉺ꩆꛨ라띑ꕨ곝곝... ꗑ ꙝ결ꕩꪾ륄덜Ꙩ냓ꭾ룪끔 ꒺깥ꚳ뷬 ꙝ결쒱녯ꑪꙨ볆ꪺ뫴룴뱳ꝩ뎣뱧녯꒣뿹.ꛓꕂ꒺깥라Ꝭꓞ 뫱ꛢ믹귈왛 ꛜꓖꓱꚬ꣬ꑀ냯ꞣꭈꗳꛃ걖ꙡ뉹ꙮꙨꑆ! ꑺ쉚 ꒣걏ꯜ돟앷...ꙝ결쒱녯ꑗ뫴둎걏굮꧒믝굮ꪺꩆꛨ,ꕩ걏ꢺ귓뫴룴뱳ꝩꑀꪽ뙝ꕘ꣓,뎣굮ꑀꪽ쏶놼뱳ꝩ뗸떡,꽵걏돂럐,ꛓꕂ덳곝뎣꒣라곝ꑀ늴,둎ꪽ놵쏶놼ꑆ. ꙝ결녠녠ꚬ꣬뫴룴뱳ꝩ겵뱵,꧒ꕈ쒱녯ꚳ쉉꒣걏ꯜ돟앷... 녠녠Ꙣꑗ뫴껉라ꚳ뗸떡ꗜ뱳ꝩ룵ꕘ,띐쒱ꯜ돂럐ꅃ ꓓꙨꗆ생ꪺ뫴룴뱳ꝩꝑꗎ녪궢ꪺꓨꚡ꒶닐떹쉳쓽 끑립뫴룴뱳ꝩ꒧뉺 ꒺깥Ꝭꓞꛛꑶꪺꑾ라곝,ꛓ룵ꕘ뗸떡ꚡ뱳ꝩ걏돌꒣돟앷곝꣬ꪺ. ꗑ 덴ꯗ ꑪ뎡ꗷꪺ뫴룴뱳ꝩ뎣꒣뿹ꅁ걏귓ꑈ돌끑립"뱵룵ꯇ떡"ꚡꪺ뱳ꝩꅁꙝ결ꢺ라궰ꝃ쉳쓽뺹ꪺ덴ꯗꅃ ꙰ꩇ꒣ꕝꝴꧬ닖뫴룴덴ꯗꕈ꽽썡뻣엩뫴궶ꪺꞹ뻣꧊ꪺ룜ꅃ ꑗ뫴ꗘꪺ ꙝ결ꑗ뫴ꪺꕄ굮ꗘꪺꣃ꒣걏곝ꢺ뱳ꝩꅁꙢ믝굮ꪺ룪끔껉덑ꢺ뱳ꝩ녯ꚳ쉉럐 냲ꖻꑗ,ꑗ뫴룴꒣걏결ꑆ곝뱳ꝩꪺ. 룪끔ꟳ띳Ꟗ덴 ꚳ껉ꕩꕈ셁룑뉻Ꙣ띳늣ꭾꪺ쇍뛕ꅃ 뱳ꝩ뎣걏돌띳ꪺ룪끔,ꛓꕂ굮곝남ꑗ둎ꕩꕈ쉉뙩ꕨ,왚ꓨꭋꪺ.. 맯뫴룴뱳ꝩ룪끔ꪺ ꕩꕈꪾ륄뉻Ꙣꑪ교ꪺ쇍뛕ꅃ 곝ꩫ ꛜꓖꪾ륄ꑀ띳ꕘꪺ늣ꭾ 쒱녯뫴룴ꑗꪺꟳ띳덴ꯗꭄ녠Ꟗ.꧒ꕈꕌ귌꧒뒣꣑ꪺ룪끔삳룓뫢걏왚띳ꪺ ꑺ쉚룪끔륌Ꙩ 33
닄ꑔ뎹ꅂ곣ꡳꓨꩫ 낣ꭄ덯뱳ꝩꚳ귓ꑈ꓆,꒣땍꒣ꕩ꿠닅Ꙙꑈ쒱녯ꑪ뎡꓀걏ꚳꗎꪺ~~ ꑪ뎡ꗷ뎣걏뱯ꪫ, ꕵꚳꓖ뎡ꗷꚳꗎ, ꕩ놤ꡓꚳꑀ귓뻷멣라결뽺뿯... 굙ꖦꪺ볐썄ꚳ닅Ꙙꪺ믝굮ꪺ룜,둎라룕뗛ꕨ곝곝쉐! 셠쒱녯걏뺻쁙걏ꯅ뛇꧊ꅁ걇룪끔ꪺ뒣꣑룻ꓖꅃ 닅Ꙙ귓ꑈ믝굮 ꚳ뾳뷬ꪺꑾ곝, ꙰ꩇꑀ땯뉻ꕩ꿠ꡓ꒰믲꒺깥, 둎남ꑗ룵ꕘ..? 낣ꭄ걏ꖻꢭ굱빜ꪺ뱳ꝩ룪끔, ꝟꭨ곆ꓖꕨ곝 라ꕨ곝뫴룴뱳ꝩ꒧ ꕵꚳ랥ꓖ볆ꪺ뱳ꝩ라Ꝭꓞꕨ곝ꅃꚳ뾳뷬ꪺ걏낵녯ꯜ멽ꭇꪺ 뉺ꗑ ꕵ곝ꛛꑶꚳ뾳뷬ꪺ ꧢ볺겡냊 낣ꭄ걏ꧢ볺ꪺ 때닡 ꙝ결ꑀ뙩뫴꾸둎라곝꣬ꅁ꧒ꕈꑪ뎡ꗷ뎣라곝ꑀꑕꅃ 룪끔륌Ꙩ 덯볋라엽띐꣬information overload 꿓껉 ꑪ뎡꓀뎣꒣라곝,쒱녯ꢺ걏껶뙏껉뚡.ꙝ결굙ꚳ믝굮ꕩꕈꛛꑶꗎ띪둍ꓞ삺떥떥ꕨ둍꧒믝ꪺ. Ꙣ깡ꑗ뫴덴ꯗ멃녠녠굮왚ꑛꑾ꿠뙽뇒,ꛓꕂ륱룜뙏ꑓ뙑,꧒ꕈꑗ뫴뎣 ꒣라ꕨ곝뫴룴뱳ꝩ뫉뙱낵ꑀꖿ,ꯜꓖ라ꕨ곝뱳ꝩ꒧쏾ꪺꩆꛨ. ꒧뉺ꗑꡓꚳ뾳뷬 낣ꑆꛛꑶ띑굮둍ꪺ늣ꭾꅁ라ꛛꑶꕨ곝ꕈꕾꅁꑪ뎡꓀뱳ꝩ뎣늤륌ꅃ ꒣ꑪ라쇊뙒뫴룴ꑗꪺꩆꛨꅁ꧒ꕈ꒣ꑪ곝ꑗ궱ꪺ뱳ꝩꅃ ꚳꪺ뎣걏꒣띐뾳뷬ꪺ...꧒ꕈ꒣라ꕨ곝... 덱녠ꕵ맯ꚳ뾳뷬ꪺ뱳ꝩꑾ라ꕨ곝 ꓓ때닡ꪺ꒣라ꕨ곝 라냑ꛒꛛꑶ굱빜ꪺ뫴룴뱳ꝩ, ꭄ롧녠 라ꕈ뫴룴뱳ꝩ낵결 ꙰ꩇ걏ꑀ꿫꧊ꪺ늣ꭾ,엽ꕩꕈ녱ꑰꑰꪺ맏ꓹ꒤둎ꕩꕈꝐ쉟ꕘꩆꛨ쇊ꪫ냑ꛒꪺ뉺ꗑ ꪺꙮ썡,ꢺ둎라낵냑ꛒ ꓨꭋ맀,ꯜ깥꧶ꕩꕈ덦ꓱꑔ깡,ꛓꕂꑝꕩꕈ맮곝ꝏꑈꪺ띐쒱... 닟멄꧊ꪺꕈ멎녯꣬곝녯꣬결귬ꭨ ꒣라ꕈ뫴룴뱳ꝩ낵 맯ꚳꗎꪺ룪끔ꣃ꒣Ꙩꅁꛓꕂꖼꖲ뎣걏꽵맪ꪺꅁ꧒ꕈ꒣라ꕈ뫴룴결쇊ꪫ냑ꛒꪺ뉺ꗑ뱳ꝩꝀ결쇊ꪫꪺ냑ꛒꅃ 뫴룴쇊ꪫ늦뎺쇙꒣ꞹꗾꅁꑪ뎡꓀ꪺ늣ꭾ꒴ꖼ꿠ꕈꚹ뫘ꓨꚡ뱳ꝩꅁ꧒ꕈꕵ꿠럭Ꝁ"ꢫ남곝ꫡ"ꅁ곝곝둎ꙮꅉ Ꙣ뫴룴ꑗ쇊ꪫꡓꭈꗦ꧶ꪺꙷꗾ꧊ ꓟꪺ뉺ꗑ ꙝ결뉻Ꙣꕸ왗ꪺ뫴ꑗꗦ꧶ꙷꗾ꣮ꯗꣃ꒣ꞹ떽,띐쒱ꙮ릳ꯜ깥꧶덑쑆... 34
닄ꑔ뎹ꅂ곣ꡳꓨꩫ 덱녠뱳ꝩ쇙걏Ꙣ뇀빐ꛛꑶꪺ늣ꭾ,꧒ꕈ쒱녯산ꝕ꒣ꑪ. ꒣뛈ꩫꯟ꣮ꯗꖼ낷ꗾ,뫴룴쇊ꪫꙷꗾ꧊ꗧ돴뢷 맯뫴룴ꑗꪺ쇊ꪫꙷꗾ꧊쇙꒣걏ꯜ뉍랡 ꪫꭾ꽵맪띐 ꙝ결곝꒣꣬,꧒ꕈꛓ쒱녯ꯜ꒣꽵맪... ꕩ꿠ꡓꚳ곝꣬꽵ꖿꪺꩆꛨꝡ~~ꓱ룻ꡓꚳꙷꗾ띐 ꙝ결늴ꢣ결뻌ꝡꅉ곝꒣꣬ꪺꩆꛨꅁ떹ꑈ셠걏ꡓꙷꗾ띐ꅃ ꚳꭾ땐ꙗ셮 ꢣ꒯ꢣ뒼ꝡꅉ꙰ꩇꑦ롏꒣뿹ꪺ꒽ꕱꅁ귋걏라곛ꭈꅃ ꕵ굮ꚳ뱴땐삳룓뎣ꕩꕈ 라곛ꭈꪺ뫴룴뱳ꝩ 럭땍앯,ꛓꕂꗘꭥꚳ꿠ꑏꖴ뱳룴뱳ꝩꪺ걏ꑪ꒽ꕱ,ꖻ꣓둎ꚳꑀꥷꭈ앁ꑆ... 냲ꖻꑗ쇙걏ꚳꑀꥷꪺꕩꭈꯗꝡ...뎣걏ꚳꭾꚳ땐ꪺ뱳ꝩꑆ...굮낵낲라뱶암ꭈ앁ꝡ.. 믹귈 뫴룴뱳ꝩꑝ걏뱳ꝩꓨꚡꪺꑀ뫘,ꣃ꒣라ꕴꑈ쒱녯ꚳꕛ귈. ꒣라ꅉ늦뎺ꡃ뫘냓ꭾꪺ뱳ꝩ뫞륄뎣꒣곛Ꙑꅁ뫴룴ꕵ걏꣤꒤ꑀ뫘ꅁ꒣라ꙝꚹꛓꕛ귈ꅃ ꡓꚳ깴ꝡ,덜ꚳꪾꙗꯗꪺ깴늧,걏룲ꭾ뷨꒣ꑗ쏶ꭙ... 뫴룴뱳ꝩ맯믹껦뱶ꚨꖻ 암ꪺ곝ꩫ 뫴룴뱳ꝩꚨꖻ삳룓꒣라낪꧳ꑀ꿫뛇닎뱳ꝩꪺꚨꖻ ꕵ굮ꚳ뱳ꝩꅁ둎ꖲꥷ라Ꙩꕘꑀꚨꖻꅃ 삳룓라뱳ꝩ뙏ꗎꕛꙢ늣ꭾ믹껦ꑗꝡ.... 믹껦 곙ꑆꦱ궱ꪺ꾲,꧒ꕈꙢ믹껦ꪺ쑶ꪧꑗ라ꓱ룻쁵뛕 ꚳ껉뫴룴ꑗꪺ쇊ꪫ꿠녯꣬룻ꝃꪺ믹껦ꅃ ꑝ꒣ꑀꥷ 굮곝걏ꝟꚳ꽓믹앯~ 덗뵤꒣ꢬ 띑덯걏뉻꒵ꕸ왗뫴룴돌꿊ꕆꪺꑀ쉉! ꖿꙝ결뫴룴ꪺ때뮷ꖱꦡꅁ뛇뮼덴ꯗꕛꟖꟳꙨꅁ꧒ꕈ삳룓굮ꚳꟳꧺ뵔ꪺ꒺깥덗뵤ꅁꝟꭨꑀ껸뙏ꪺ앶꽱꣼띬ꅁ녎뻉교꒣ꕩ삱룉ꪺꯡꩇꅃ 맯뫴룴뱳ꝩ덗뵤ꪺ 쒱녯걆ꦲ삳룓굱ꑀ깍ꚳ껄ꪺꩫꕏ꣓덗뵤꣤꒺깥,ꙝ결ꚳꑰ쇙ꑬ곝ꩫꙢꯜꑰꪺ껉귔둎라ꑗ뫴ꩆ곝ꛨ곝.꙰ꩇ곝`꣬꒣룓곝ꪺ...... 굱ꥷꓨꙖꅇ 껸뙏앶꽱 쒱녯덯걏ꖲ믝ꪺꅁ덯볋껸뙏ꑾ라ꟳꚳꭏ믙ꅃ 쒱녯쇙걏믝굮ꪺ,ꕈꢾ껸뙏덑쑆뿺맀! ꛢ놡ꅂ볉ꑏ 35
닄ꑔ뎹ꅂ곣ꡳꓨꩫ 쇙걏녯덗뵤~~ ꒣땍녠녠Ꙣ덽뫴꾸껉 둎라곝꣬때남쇉Ꝋꪺꛢ놡뱳ꝩ 쒱녯쇙걏ꚳ믝굮ꝡ!꒣땍ꓓ뛃ꑆ냕!꙰ꩇ뻣귓뫴룴ꑗ뎣걏ꑀ냯ꛢ놡ꪺꯧ믲뿬....꧒ꕈ쒱녯삳룓굮ꚳꖲ굮ꕨ덗ꥷꑀꑕ냕! ꒣덗뵤꒣ꛦ!멪.롔쏄.ꛢ놡...녎돨ꓢꕩ녯 맯꧳ꛢ놡볉ꑏꪺ뱳ꝩ쇙걏굮ꚳꑀꥷ땻ꯗꪺ뫞꣮ꅃ ꗑꕈꑗꪺꫭ꒤ꕩꪾꅁ뫴룴뱳ꝩ덑돟앷ꪺ귬ꙝ결ꖦꪺ룪끔꧊ꅂ깔볖꧊닅Ꙙ샴ꭏ왛꧀ꅃ꣣ꚳꑺ쉚꧊ꪺ룵ꕘꚡ뱳ꝩ라덹ꚨ뫴룴덳뵵덴ꯗ궰ꝃꪺ뱳ꝩꅁ걏덹ꚨ뫴룴뱳ꝩ덑끑립ꪺ귬ꙝꅁꕴꕾꑗ뫴ꪺꗘꪺ라뱶암꣏ꗎꦿ늤뫴룴뱳ꝩꅃ맯꧳뫴룴뱳ꝩꝥ뉻ꪺ룪끔ꅁꑪꙨ볆ꪺꙐ뻇뭻결뫴룴뱳ꝩꪺ룪끔ꟳ띳Ꟗ덴ꅁꑺ쉚ꪺ룪끔륌Ꙩꅁ믝굮귓ꑈ꓆뽺뿯륌ꅃ닅Ꙙ귓ꑈ믝ꡄꪺ뫴룴뱳ꝩꑝ걏돌라덑ꩠ띎냑ꛒꪺ뱳ꝩꅆꛓ라덑곛ꭈꪺ뱳ꝩꅁ덱녠걏꣣ꚳꭾ땐ꪾꙗꯗꪺ꒽ꕱꅃꙢ뫴룴쇊ꪫꓨ궱ꅁꙷꗾ꧊ꩫꯟ꣮ꯗꖼ낷ꗾꪺ뱾뱻ꥍ맯ꪫꭾꪺ꽵맪띐ꅁ걏덹ꚨ덜Ꙩꑈ쇗ꝋꙢ뫴룴쇊ꪫꪺꕄꙝꅃꙢ뫴룴뱳ꝩ맯믹껦ꪺ뱶암ꑗꅁ꣼듺ꫭꗜ뫴룴뱳ꝩꣃ꒣라뱶암냓ꭾꪺ믹귈ꅁ쇶땍라뒣낪냓ꭾꪺꚨꖻꅁ삳ꓱ꣤ꕌ뱳ꝩꓖꅁꕴꕾꅁꙢ냓ꭾ믹껦ꑗꅁ뒶덱뭻결ꓱꖫ궱ꑗꝃꅃ돌ꯡꙢ뫴룴뱳ꝩꪺ덗뵤ꓨ궱ꅁꙨ볆ꑈ뎣뭻결덗뵤꒣ꢬꅁ삳룓Ꙣ껸뙏앶꽱ꛢ놡ꅂ볉ꑏ떥ꓨ궱Ꙩꕛ덗뵤ꅃ 닄ꑔ론ꅂ냝ꣷ덝군 ꖻ곣ꡳ꒧냝ꣷ꒺깥Ꙁ꓀결꒭귓뎡ꗷꅁꙕ뎡ꗷ꒺깥둹굺꙰ꑕꅇ 1. 닄ꑀ뎡ꗷ결꣏ꗎ뷕걤ꅇ뷕걤꣏ꗎꑗ뫴뫴쓖ꅂꑗ뫴쁗뉶ꅂꑗ뫴ꕄ굮겡냊ꅂ뫴룴뱳ꝩꪺ롧엧ꅂ돟앷뭐끑립ꪺ뫴룴뱳ꝩꚡ뫴룴쇊ꪫ롧엧ꅃ 2. 닄ꑇ뎡ꗷ결맯뫴룴뱳ꝩ꒧멁ꯗ뙱ꫭꅇꕄ굮꣏ꗎSchlosser, et al.Ꙣ1999꙾뷕걤뫴룴뱳ꝩ멁ꯗ껉꧒ꗎꪺ뙱ꫭꅁꙁ롧ꗽ뻉곣ꡳꯡ귗ꛓꚨꅁ뙱ꫭꚡ결Likert꒭쉉ꚡ뙱ꫭꅃ 3. 닄ꑔ뎡ꗷ결뫴룴뱳ꝩ뭐꣤ꕌ뱳ꝩ꒧ꓱ룻ꅇ덯뎡ꗷꙢꓱ룻뫴룴뱳ꝩ뭐륱뗸ꅂ뱳 36
닄ꑔ뎹ꅂ곣ꡳꓨꩫ 벽ꅂ싸뭸돸꿈뱳ꝩꙢ룪끔싗둉꧊ꅂ깔볖꧊ꅂ둯끤꧊ꅂꭈꗴ돟앷땻ꯗꪺꙨ맨뭐깴늧ꅁꑝ걏Likert꒭쉉뙱ꫭꅃ 4. 닄ꕼ뎡ꗷ결뙽꧱썄ꅇ룟냝뫴룴꣏ꗎ맯뫴룴뱳ꝩ땯깩ꭥ뒺꒧곝ꩫ뭐덑뫴룴뱳ꝩꝬꓞ띐ꪺꕄ굮ꙝ꿀ꅃ 5. 닄꒭뎡ꗷ결귓ꑈ냲ꖻ룪껆 닄ꕼ론ꅂ룪껆ꚬ뚰 Ꙣꖻ냝ꣷ덝군ꞹꚨꯡꅁꖻ곣ꡳ녎냝ꣷ덝군ꚨꑀ귓냝ꣷ뷕걤꡴닎ꅝ뫴Ᵹꅇ 2000ꕛꑗIIS멣ꚨ뫴꾸ꩁ뺹ꅁꛓ룪껆ꪺ덂뉺ꑄ덺륌Access 2000뙩ꛦ쁸꙳ꪺꑵꝀꅃ Ꙣꖿꚡ땯꧱냝ꣷ꒧ꭥꅁꗽ덺륌꒤ꑳꑪ뻇룪끔뫞뉺곣ꡳ꧒뫓ꑨ꽚ꪺ뻇ꗍꙢ꒣Ꙑ쉳쓽뺹ꅂ꒣Ꙑ껉걱ꅁꙐ껉Ꙩꑈꑗ뫴ꪺꓨꚡꑕ뙩ꛦ꡴닎듺룕ꅁꗎꕈ뵔ꥷ뫴룴냝ꣷꙢ꒣Ꙑ쉳쓽뺹ꑕꪺꫭ뉻ꓨꚡ꡴닎ꪺ쎭ꥷꯗꅃ ꖻ곣ꡳ꒧뷕걤맯뙈결ꕸ왗ꙡ냏ꪺ뫴룴꣏ꗎꅁ냝ꣷ뫴Ᵹꪺꯅ뛇ꓨꚡ결Ꙣ꒤ꖿꑪ뻇GAISꓞ삺궺궶꣤ꕌ띪둍ꓞ삺땮끏ꅁꑝ덺륌ꙕꑪ뻇BBS꾸뙩ꛦꯅ뛇ꅃ냝ꣷ뷕걤듁뚡결2000/5/21ꇣ2000/5/312000/6/20ꇣ2000/6/27ꅁꭥ걱껉듁ꪺꕄ굮볋ꖻꑈꑦ꣓ꛛGAISꓞ삺ꅁꯡ걱껉듁ꪺꕄ굮볋ꖻꭨ꣓ꛛBBS꾸ꑗꅃꚳ껄볋ꖻꑈ볆ꭨ꓀ꝏ결283ꑈ80ꑈꅃ 닄꒭론ꅂ룪껆꓀꩒ꓨꩫ ꖻ곣ꡳꕈ SPSS 10 for Windows 덮엩Ꝁ결룪껆꓀꩒ꑵ꣣ꅁꗎ꧳엧쏒곣ꡳ걛멣뭐곣ꡳ엜볆뚡ꪺ쏶ꭙꅁꣃꟆ뇦싇ꚹ땯쒱쇴싃Ꙣ볆꙲굉ꯡ쑟뙑ꪺ룪끔ꅃ ꧒ꗎꪺ룪껆꓀꩒ꓨꩫꚳꅇꑀꅂ뇔굺닎군ꅇ맯꧳ꑈꑦ엜뚵ꅂ뫴룴꣏ꗎ뷕걤엜뚵ꅂ 37
닄ꑔ뎹ꅂ곣ꡳꓨꩫ 맯뫴룴뱳ꝩ멁ꯗ엜뚵뫴룴뱳ꝩ뭐꣤ꕌ뱳ꝩ꒧ꓱ룻ꅁ뙩ꛦꚸ볆꓀끴ꅂꛊ꓀ꓱꅂꖭꞡ볆ꗦꑥ꓀꩒ꅃꑇꅂꙝ꿀꓀꩒ꅇ맯뫴룴뱳ꝩ꒧멁ꯗ뙱ꫭꅁꕈꙝ꿀꓀꩒녎뙱ꫭ셙듮ꚨ볆귓띎롱ꧺ뵔ꪺꙝ꿀멣궱ꅃꑔꅂ껄ꯗ뭐ꭈꯗ끑뷗ꅇ맯ꙝ꿀꓀꩒꧒녯ꪺ멣궱ꅁꭨ군뫢꣤Cronbach ꍜꭙ볆귈ꅁ샋엧ꙝ꿀꒺ꙕ뚵ꗘꪺꑀ교꧊ꅃꕼꅂ뷆끪쉫꓀꩒ꅇ녎맯뫴룴뱳ꝩ멁ꯗ뙱ꫭ꒤ꙕ엜뚵ꗎꙝ꿀꓀꩒꧒녯ꪺꙝ꿀엜뚵ꅁ꓀ꝏꕈ뷆끪쉫닎군ꩫ뙩ꛦ맯뫴룴뱳ꝩ멁ꯗ뱶암ꪺ곛맯궫굮꧊꓀꩒ꅃ꒭ꅂ뚰롳꓀꩒ꅇ녎뱶암맯뫴룴뱳ꝩ멁ꯗꪺ돌궫굮뱶암ꙝ꿀ꅁꕈꑇ뚥걱뚰롳ꩫꕘꚳ띎롱ꪺ뇚롳ꅃ꒻ꅂꕤꓨ뽗ꗟ꧊샋ꥷꅇꕘ꓀롳ꯡ꧒녯ꪺ롳닕ꅁ꣤Ꙣꑈꑦ엜뚵ꅂWWW꣏ꗎ롧엧ꅂ곝뱳ꝩꚸ볆쇊ꪫ롧엧ꑗ걏ꝟꚳ꣤꽓ꚳ꽓꧊ꅃ 38
닄ꕼ뎹ꅂ룪껆꓀꩒ 닄ꕼ뎹ꅂ?룪껆꓀꩒ ꖻ뎹녎끷맯냝ꣷ뷕걤ꯡ꒧떲ꩇꕛꕈ꓀꩒ꅁꕈ닎군ꓨꩫ뙩ꛦ뇔굺닎군ꅂꙝ꿀꓀꩒ꅂꭈ껄ꯗ꓀꩒ꅂ끪쉫꓀꩒ꅂ뚰롳꓀꩒ꅂꕤꓨ샋ꥷꅁꕈꙕꖭꞡ볆ꪺT샋ꥷ뭐엜늧볆꓀꩒ꅁꕈꝀ결ꖻ곣ꡳ떲뷗꒧냑ꛒꅃ 닄ꑀ론ꅂ볋ꖻ둹굺뭐뇔굺닎군꓀꩒ ꖻ론녎맯ꖻ곣ꡳ볋ꖻꪺꑈꑦ닎군룪껆냝ꣷ꒤ꙕ냝뚵ꪺ뷕걤Ꝁ닎군둹굺ꅃꙢ둹굺꒧ꭥꅁꗽ둎꣢ꚸ뷕걤낵ꓱ룻ꅁ낵결ꖻ곣ꡳꕾ뎡껄ꯗꪺ냑ꛒꅁ꒧ꯡꙁ뙩ꛦ볋ꖻ뇔굺닎군ꪺ둹굺ꅃ ꑀꅂꕾ뎡껄ꯗ샋엧 ꗑ꧳ꖻ곣ꡳ뷕걤듁뚡ꚳ꣢ꚸꅁ뷕걤듁뚡꓀ꝏ결2000/5/21ꇣ2000/5/312000/6/20ꇣ2000/6/27ꅁꯅ뛇ꓨꚡ닄ꑀꚸ결Ꙣ꒤ꖿꑪ뻇GAISꓞ삺궺궶꣤ꕌ띪둍ꓞ삺땮끏ꅁ닄ꑇꚸꭨ걏ꙢꙕBBS꾸ꯅ뛇ꅃ걇ꗽ둎꣢ꚸ뷕걤ꪺꑈꑦ떲멣Ꝁꑀꓱ룻ꅁꣃꓱ룻꣢ꚸ뷕걤맯뫴룴뱳ꝩ멁ꯗꑗꪺ곛늧ꅁꕈꝀ결ꖻ곣ꡳꕾ뎡껄ꯗꑗꪺ냑ꛒꅃ (ꑀ)ꅂꑈꑦ엜뚵뭐뫴룴꣏ꗎ롧엧꒧ꓱ룻 궺ꗽ맯덯꣢ꚸ뷕걤ꪺꑈꑦ엜뚵낵ꓱ룻ꅁ낣ꑆꓱ룻꣢ꚸ뷕걤ꪺ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗ슾띾ꅁꑝꓱ룻꣤놵쒲뫴룴껉뚡ꡃꓑꑗ뫴껉뚡ꅂ곝뫴룴뱳ꝩꪺꖭꞡꚸ볆륌ꕨꑀ꙾꣓ꪺ껸뙏ꚸ볆ꅃ꒧ꯡꣃꗎꕤꓨ뽗ꗟ꧊샋ꥷꅁ꣢걏ꝟꚳ엣뗛깴늧ꅃ ꓱ룻떲ꩇ꙰ꫭ4-1ꅁꚹ꣢ꚸ뷕걤ꪺꑈꑦ엜뚵때뷗Ꙣ꧊ꝏꅂ꙾쓖ꅂ뻇뻺슾띾곒ꚳ엣뗛깴늧ꅁꙢ꣏ꗎ뫴룴롧엧ꅂꡃꓫ곝뫴룴뱳ꝩꪺꚸ볆륌ꕨꑀ꙾Ꙣ뫴룴ꪺ 39
닄ꕼ뎹ꅂ룪껆꓀꩒ 껸뙏ꚸ볆ꣃ때엣뗛ꪺ깴ꝏꅃ엣ꗜ꣢쇶Ꙣꑈꑦ떲멣ꑗꚳꧺ엣꒣ꙐꅁꙢ뫴룴꣏ꗎ롧엧ꅂ곝뫴룴뱳ꝩꚸ볆껸뙏롧엧걏ꡓꚳ깴늧ꅃ ꫭ4-1 ꣢ꚸ뷕걤꒧ꑈꑦ엜뚵ꓱ룻 엜닄 ꑀ ꚸ 닄 ꑇ ꚸ 뚵 뿯 뚵 ꑈ볆 ꛊ꓀ꓱ ꑈ볆 ꛊ꓀ꓱꕤꓨ귈 P귈 ꧊ꝏꡫ 159 % 58 % ꑫ 124 % 22 % 20랳ꕈꑕ 43 % 36 % ꙾쓖20 ~30랳 198 % 41 % 30 ~ 40랳 30 % 2 % 40랳ꕈꑗ 12 % 1 % 낪꒤(슾)ꕈꑕ 23 % 16 % 뻇뻺 ꑪ뻇(녍) 180 % 47 % 곣ꡳ꧒(ꝴ)ꕈꑗ 79 % 17 % 뻇ꗍ 158 % 66 % 슾띾 Ꙣ슾 120 % 13 % 깡뫞/ꯝ띾/끨ꗰ 5 % 1 % ꖼ몡1꙾ 19 % 2 % 1 ~ 2꙾ 27 % 13 % 놵쒲뫴룴껉2 ~ 3꙾ 45 % 10 % 뚡 3 ~ 4꙾ 52 % 14 % 4 ~ 5꙾ 32 % 17 % 5꙾ꕈꑗ 108 % 24 % ꑰ껉ꕈꑕ 13 % 4 % ~ ꑰ껉 48 % 9 % ~ ꑰ껉 40 % 6 % ꡃꓑꑗ뫴껉 ~ ꑰ껉 31 % 9 % 뚡 ~ ꑰ껉 38 % 14 % ~ ꑰ껉 36 % 12 % ~ ꑰ껉 9 % 8 % ꑰ껉ꕈꑗ 68 % 18 % 녱ꖼꩠ띎륌 26 % 6 % ꑀ귓ꓫ꒣꣬ꑀꚸ 31 % 9 % ꡃꓫ곝뫴룴ꑪ곹ꑀ귓ꓫꑀꚸ 15 % 3 % 뱳ꝩꪺꖭꞡꑀ귓ꓫ2ꅂ3ꚸ 21 % 8 % ꚸ볆 곹ꑀ뙧ꑀꚸ 37 % 9 % ꑀ걐듁꒺라ꚳ둘ꚸ 81 % 20 % 둘ꕇꡃꓑ 72 % 25 % ꡓꚳ 177 % 51 % 1ꚸ 37 % 7 % 륌ꕨꑀ꙾꒤2ꚸ 20 % 7 % ꪺ껸뙏ꚸ볆3ꚸ 16 % 4 % 4ꚸ 5 % 4 % 5ꚸ 10 % 4 % 5ꚸꕈꑗ 16 % 3 % 셠 군 283 100% 80 100% 40
닄ꕼ뎹ꅂ룪껆꓀꩒ (ꑇ)ꅂ맯뫴룴뱳ꝩ멁ꯗ꒧ꓱ룻 ꚹ뎡ꗷꓱ룻꣢ꚸ뷕걤볋ꖻ맯뫴룴뱳ꝩ멁ꯗꑗ걏ꝟꚳꧺ엣깴늧ꅁ낣ꑆꓱ룻꣢맯뫴룴뱳ꝩꪺ뻣엩멁ꯗꚳ때꒣Ꙑꅁꣃꓱ룻꣤ꕌꙕ냝뚵ꪺ깴늧ꅃꓱ룻꒧떲ꩇ꙰ꫭ4-2꧒ꗜꅁ엣ꗜ꣢Ꙣ맯뫴룴뱳ꝩꪺ뻣엩멁ꯗꑗꣃ때깴늧ꅃꙢ꣤ꙕ엜뚵ꑗꅁ썄뚵8ꥍ11ꪺP귈ꑰ꧳ꅁ엣ꗜ꣢Ꙣ맯뫴룴뱳ꝩꪺ뭾뻉덺륌뫴룴뱳ꝩꪺ륱룜ꙡꝽ쇊ꪫꚳꧺ엣깴늧ꅃ ꫭ4-2ꅇ꣢ꚸ뷕걤Ꙣꅵ맯뫴룴뱳ꝩ꒧멁ꯗꅶ꒧ꓱ룻 냝닄ꑀꚸ 닄ꑇꚸ 뚵 ꖭꞡ볆 볐럇깴 ꖭꞡ볆 볐럇깴t 귈 P귈 1.ꑪ엩ꛓꢥꅁ돟앷뫴룴뱳ꝩ 2.ꑪ뎡ꗷꪺ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩꪺ룪끔 3.꧒곝꣬ꪺꑪꙨ볆뫴룴뱳ꝩ뎣ꕏꑈ쒱녯둲Ꟗ 4.녠ꕈ뫴룴뱳ꝩ꒤꧒곝꣬ꪺ룪끔Ꝁ결뿯뻜ꪫꭾꪺ냑ꛒ 5.맯꧳ꕈ뫴룴뱳ꝩꝀ결뿯뻜ꪫꭾꪺ냑ꛒꅁ쒱녯ꚳꭈꓟ 6.ꑪꙨ볆ꪺ뫴룴뱳ꝩ라엽쒱녯뒼뱺꣼꣬ꑆꭖ끤 7.뫴룴뱳ꝩꪺ꒺깥녠ꕏ쒱녯띐 8.녠쒱녯뫴룴뱳ꝩ라ꗸ맏뭾뻉 9.ꑀ꿫ꛓꢥꅁ쒱녯ꕩꕈ곛ꭈ뫴룴뱳ꝩ 10.뫴룴뱳ꝩ꒤맯늣ꭾ꧒ꭏ쏒ꪺꭾ뷨뭐껄ꩇꅁ덱녠ꥍ맪믚ꑗ 곛닅 11.덺륌뫴룴뱳ꝩ꒤ꪺ륱룜ꥍꙡꝽ쇊ꪫꅁ쒱녯ꯜ꧱ꓟ 12.뫴룴뱳ꝩ라ꭐ꣏늣ꭾ궰믹 13.ꚳ뫴룴뱳ꝩꪺ냓ꭾ라ꓱꡓ뱳ꝩꪺ냓ꭾ엽쒱녯ꚳ믹귈 14.뫴룴뱳ꝩ라뒣낪늣ꭾꪺꚨꖻ냢믹 15.걆ꦲ꒣뚷맯뫴룴뱳ꝩꪺ꒺깥쑙ꕛ뱦껖 16.ꗑ뱳ꝩ곉ꛛꛦ굱ꥷ뫴룴뱳ꝩꪺ덗뵤라ꓱ엽걆ꦲ뒡ꓢꙮ 17.뭻결ꗘꭥ걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴땍꒣ꢬ ꗑꕈꑗꪺꓱ룻뇔굺ꕩꪾꅁꚹ꣢ꚸ뷕걤ꪺ볋ꖻꑈꑦ떲멣쇶땍꒣Ꙑꅃꗑ꧳꣢Ꙣ뫴룴꣏ꗎ롧엧ꅂ뫴룴뱳ꝩ빜쓽ꚸ볆ꅂ륌ꕨꑀ꙾ꪺ뫴룴껸뙏ꚸ볆맯뫴룴뱳ꝩ 41
닄ꕼ뎹ꅂ룪껆꓀꩒ ꒧뻣엩멁ꯗꣃ때ꧺ엣ꪺ꒣Ꙑꅁ꧒ꕈꖻ곣ꡳ녎Ꙙ꣖꣢ꚸꪺ뷕걤볋ꖻꅁ낵닎군꓀꩒뭐끑뷗ꅃ ꑇꅂꑈꑦ닎군룪껆 ꖻ곣ꡳ뷕걤ꪺ볋ꖻ셠ꑈ볆Ꙣꚩ낣때껄볋ꖻꯡ결363ꑈꅁꑈꑦ닎군룪껆뻣뉺ꯡ꙰ꫭ4-3꧒ꗜꅇ ꫭ4-3ꅇ볋ꖻꅵꑈꑦꅶ닎군룪껆ꚸ볆꓀끴셠뻣뉺ꫭ ꑈꑦ엜뚵 뿯 뚵 볋ꖻ볆 ꛊ꓀ꓱ ꧊ꝏꡫ 217 % ꑫ 146 % 20랳ꕈꑕ 79 % ꙾쓖20 ~30랳 239 % 30 ~ 40랳 32 % 40랳ꕈꑗ 13 % 냪꒤ꕈꑕ 13 % 뻇뻺낪꒤(슾) 26 % ꑪ뻇(녍) 227 % 곣ꡳ꧒(ꝴ)ꕈꑗ 96 % 뻇ꗍ 224 % 슾띾 Ꙣ슾 133 % 깡뫞/ꯝ띾/끨ꗰ 6 % 2,5000ꕈꑕ 18 % ꖭꞡꚬꑊ2,5001~3,5000 28 % 3,5001~4,5000 45 % 4,5001~5,5000 26 % 5,5000ꕈꑗ 10 % 뗹ꅇꖻꫭ녎뎡ꗷꧢ볋볋ꖻ볆꒣ꢬꙘ꣖ ꗑꫭ4-3ꕩꪾꅁꖻ곣ꡳ볋ꖻꪺꡫꑫꓱ뉶꓀ꝏ결ꉈꥍꉈꅁ뭐뾻솦쏃Ꙣ1999꙾뷕걤ꪺꡫꑫꓱ뉶ꉈ뭐ꉈꥍ룪떦라Find 놡돸꒤ꓟ꒧2000꙾뫴믚뫴룴삳ꗎ뷕걤꒤ꡫꑫꓱ뉶ꉈꥍꉈ곛ꓱ룻ꅁ꒶꧳꣢꒤뚡ꅃꙢ꙾쓖ꓨ궱ꅁꖻ곣ꡳ꒧볋ꖻꑪ뎣꒶꧳20ꇣ30랳꒤뚡ꅁꓱ꣒결ꉈꅃ뭐뾻솦쏃ꪺꉈꥍ룪떦라ꪺ47ꉈꕈꑕ곛ꓱ룻ꅁ엣ꗜꓱ꣒낾낪ꅁ덯ꕩ꿠걏ꙢBBSꑗꯅ뛇ꅁ덹ꚨ뻇ꗍꓱ꣒낾낪꧒덹ꚨꪺꅃ 42
닄ꕼ뎹ꅂ룪껆꓀꩒ 왛맮ꖻ곣ꡳ볋ꖻꪺ뻇뻺땯뉻ꅁ놵꣼ꖻ뷕걤ꪺ뻇뻺ꕈꑪ녍땻ꯗꑪꙨ볆ꅁꉈꅃ뭐뾻솦쏃ꪺꉈꥍ룪떦라ꪺꉈ곛ꓱꅁꓱ뉶늤결낾ꝃꅃ곣ꡳ꧒ꕈꑗꪺꓱ꣒결ꉈꅁ뭐뾻솦쏃ꥍ룪떦라ꪺꉈꖪꕫ곛ꓱꅁꭨ룻결낾낪ꅃꖻ곣ꡳ놵꣼뷕걤ꪺ볋ꖻꅁꕈ뻇ꗍꙨꅁꓱ꣒결ꉈꅃꓱ뾻솦쏃ꪺꉈ뭐룪떦라ꪺ26ꉈ곛ꓱ룻ꅁꧺ엣ꪺꙨꕘ덜Ꙩꅁ뇀꛴꣤귬ꙝꅁꕩ꿠걏Ꙣꙕ껕ꪺBBSꑗꯅ뛇ꅁ덹ꚨꑗ뫴뛱냝ꣷꪺ뻇ꗍꑈꑦꙨꅃꛓꖻ곣ꡳ볋ꖻꪺꖭꞡꚬꑊꅁꙢꚩ낣뻇ꗍꅂ깡뫞ꅂꯝ띾ꥍ끨ꗰꑈꑦꪺ뇚롳꒧ꯡꅁꕈꖭꞡꚬꑊ3롕5ꕡ꣬4롕5ꕡꪺꑈꑪꙨ볆ꅁ결ꉈꖪꕫꅃ ꑔꅂWWW뫴룴꣏ꗎ멁ꯗ뷕걤 덯뎡ꗷꪺ썄ꗘꕝ걁ꅵ놵쒲뫴룴껉뚡ꅶꅂꅵꡃꓑꑗ뫴ꪺꖭꞡ껉뚡ꅶꅂꅵꑗ뫴ꪺ돌ꕄ굮겡냊ꅶꅂꅵꙨꑛ곝ꑀꚸ뫴룴뱳ꝩꅶꅂꅵ라꣼꛳뫘뫴룴뱳ꝩꚡꝬꓞꅶꅂꅵ꛳뫘뫴룴뱳ꝩꚡ라쒱녯끑립ꅶꅵ륌ꕨꑀ꙾꒤ꪺ껸뙏ꚸ볆ꅶꅃ Ꙣꖻ곣ꡳ꒤ꅝꢣꫭ4-4ꅞꅁ볋ꖻ놵쒲뫴룴ꪺ껉뚡ꕈ5꙾ꕈꑗꙨꅁꉈꅃꛓꡃꓑꖭꞡꑗ뫴껉뚡Ꙣ5ꑰ껉ꕈꑗꙨ볆ꅁꓱ꣒결ꉈꅁ엣ꗜ꣓냝ꣷ뛱떪ꑪꙨ볆ꚳ낪ꯗꪺ뫴룴꣏ꗎ롧엧ꅃꙢꅵꑗ뫴ꕄ굮겡냊ꅶꓨ궱ꅁ돌ꕄ굮ꪺ결쉳쓽/걤룟룪끔ꕈꚬ땯Emailꅁ꓀ꝏ결ꉈꥍꉈꅃꅵꙨꑛ곝ꑀꚸ뫴룴뱳ꝩꅶꅁꚳꕢ볆ꖪꕫꪺꑈꑀ뙧꒺라ꩠ띎둘ꚸꅁ엣ꗜꙨ볆ꪺꑈꚳꩠ띎뫴룴뱳ꝩꅃꙢꅵ뱳ꝩꚡꅶꓨ궱ꅁ냊땥ꚡ뱳ꝩꚳ7ꚨꪺ꣼듺라꣼꣬Ꝭꓞꅁꛓ룵ꕘ뗸떡ꚡꪺ뱳ꝩ돌꣼끑립ꅁꓱ뉶낪륆ꉈꅃꛓꙢꅵ뫴룴껸뙏ꅶꓨ궱ꅁꖼꑗ뫴쇊ꪫ륌ꪺ꣼던꒴Ꙩ볆ꅁꓱ꣒결ꉈꅃ 43
닄ꕼ뎹ꅂ룪껆꓀꩒ ꫭ4-4ꅇꅵWWW꣏ꗎ뷕걤ꅶ룪껆ꚸ볆꓀끴셠뻣뉺ꫭ ꑈꑦ엜뚵 뿯 뚵 볋ꖻ볆 ꛊ꓀ꓱ ꖼ몡1꙾ 21 % 1 ~ 2꙾ 40 % 놵쒲뫴룴껉뚡2 ~ 3꙾ 55 % 3 ~ 4꙾ 66 % 4 ~ 5꙾ 49 % 5꙾ꕈꑗ 132 % ꑰ껉ꕈꑕ 17 % ~ ꑰ껉 57 % ~ ꑰ껉 46 % ꡃꓑꑗ뫴껉뚡 ~ ꑰ껉 40 % ~ ꑰ껉 52 % ~ ꑰ껉 48 % ~ ꑰ껉 17 % ꑰ껉ꕈꑗ 86 % 쉳쓽ꇾ걤룟룪끔 346 % ꚬ땯Email 328 % ꚬ곝띳뭄 158 % 뵵ꑗ뻇닟 97 % ꑗ뫴ꕄ굮겡냊 닡ꓑꅂꗦ 97 % ꅝ뷆뿯ꅞ ꪱ뵵ꑗ륃삸 43 % ꑵꝀ믝굮 113 % 뫴룴쇊ꪫ 30 % ꑕ룼덮엩 175 % ꣤ꕌ 43 % 녱ꖼꩠ띎륌 32 % ꑀ귓ꓫ꒣꣬ꑀꚸ 40 % ꡃꓫ곝뫴룴뱳ꝩꪺꑪ곹ꑀ귓ꓫꑀꚸ 18 % ꖭꞡꚸ볆ꑀ귓ꓫ2ꅂ3ꚸ 29 % 곹ꑀ뙧ꑀꚸ 46 % ꑀ걐듁꒺라ꚳ둘ꚸ 101 % 둘ꕇꡃꓑ 97 % 뻮둔ꚡ뱳ꝩ 129 % ꓥ꙲ꚡ뱳ꝩ 41 % 라꣼꛳뫘뱳ꝩꚡ냊땥ꚡ뱳ꝩ 267 % Ꝭꓞꅝ뷆뿯ꅞ룵ꕘ뗸떡ꚡ뱳ꝩ 38 % 뒡벷ꚡ뱳ꝩ 24 % 뙬ꗳꚡ뱳ꝩ 53 % ꣤ꕌ 12 % 뻮둔ꚡ뱳ꝩ 26 % ꓥ꙲ꚡ뱳ꝩ 43 % ꛳뫘뱳ꝩꚡ라쒱냊땥ꚡ뱳ꝩ 23 % 녯끑립ꅝ뷆뿯ꅞ룵ꕘ뗸떡ꚡ뱳ꝩ 274 % 뒡벷ꚡ뱳ꝩ 162 % 뙬ꗳꚡ뱳ꝩ 152 % ꣤ꕌ 5 % 륌ꕨꑀ꙾꒤ꪺ껸뙏ꡓꚳ 228 % ꚸ볆 1ꚸ 44 % 2ꚸ 27 % 44
닄ꕼ뎹ꅂ룪껆꓀꩒ 3ꚸ 20 % 4ꚸ 9 % 5ꚸ 14 % 5ꚸꕈꑗ 19 % ꕼꅂ맯뫴룴뱳ꝩ꒧멁ꯗ 덯ꑀ뎡ꗷꙢ듺뙱꣼던맯뫴룴뱳ꝩꪺ멁ꯗ곝ꩫꅁ닄ꑀ썄결맯뫴룴뱳ꝩꪺ뻣엩멁ꯗꅁ꣤빬16썄ꭨꕝꝴꑆ맯뫴룴뱳ꝩꪺ껄ꗎꅂꭈꗴꅂ끤ꅂ믹껦뭐덗뵤ꓨ궱ꪺ곝ꩫ뭐멁ꯗꅃꗑꫭ4-5ꕩ곝ꕘꅁ꣼듺맯뫴룴뱳ꝩꪺ멁ꯗ걏쇍꧳굴궱ꪺꅁꚳꉈꪺꑈ꒣돟앷뫴룴뱳ꝩꅁꉈ돟앷뫴룴뱳ꝩꅁ꣤빬ꉈꪺꑈ멁ꯗ걏꒤ꗟꪺꅃꙢ룪끔ꓨ궱ꅁꚳꕢ볆ꪺꑈꅝꉈꅞꙐ띎뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩꪺ룪끔ꅁꑝꚳꉈꪺꑈ꒣Ꙑ띎덯귓뮡ꩫꅃꙢ깔볖꧊ꑗꅁꚳꑀꕢꖪꕫꪺꑈ꒣Ꙑ띎뫴룴뱳ꝩꕏꑈ둲ꟖꅃꙢ뿯뻜ꪫꭾꪺ냑ꛒꑗꅁꚳꑀꕢꪺꑈ꒣ꕈ뫴룴뱳ꝩ꧒곝꣬ꪺꝀ결쇊ꪫꪺ냑ꛒꅁ엣ꗜꑪꙨ볆ꑈ맯뫴룴뱳ꝩ꧒곝꣬ꪺ룪끔꒴꒣꣣ꭈꓟꅃꙢꅵ끤ꅶꓨ궱ꅁ쒱녯라꣼꣬ꭖ끤ꪺꑈꣃ꒣Ꙩꅁ맯꒺깥ꪺ띐땻ꯗꅁꑪꙨꪺꑈꣃ때띎ꢣꅁꛓ쒱녯라꣼꣬뫴룴뱳ꝩ뭾뻉ꪺꅁꭨꚳꉈꪺꓱ꣒ꅃꙢꅵꭈꗴꅶꓨ궱ꅁꙨ볆ꪺꑈ꒣곛ꭈ뫴룴뱳ꝩꅁ맯꣤꧒ꭏ쏒ꪺꭾ뷨ꥍ껄ꩇꅁꚳꉈ꒣곛ꭈꥍ맪믚ꑗ곛닅ꅁꛓ맯꧳덺륌뫴룴뱳ꝩ꒤ꪺ륱룜ꥍꛭꝽ쇊ꪫꅁꚳ낪륆ꉈꓱ꣒ꪺꑈ쒱녯꒣꧱ꓟꅃꙢꅵ믹껦ꅶꓨ궱ꅁ쒱녯뫴룴뱳ꝩ라ꭐ꣏늣ꭾ궰믹라뒣낪늣ꭾꚨꖻꪺ곝ꩫꪺꑈꅁꖿ궱뎣ꚳꅁꣃ때엣뗛낾Ꙗ걙ꑀꓨꅃꙢ믹귈ꑗꅁꑪꙨꪺꑈ꒣라쒱녯ꚳ뫴룴뱳ꝩ륌ꪺ냓ꭾ둎ꓱ룻ꚳ믹귈ꅃꛓꙢꅵ덗뵤ꅶꓨ궱ꅁꚳ8ꚨꖪꕫꪺ꣼듺쒱녯걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴꒣ꢬꅁꕂ믝맯뫴룴뱳ꝩꪺ꒺깥쑙ꕛ뱦껖ꅁꛜ꧳ꗑ뱳ꝩ곉ꛛꛦ굱ꥷ덗뵤ꗑ걆ꦲ꣓굱ꥷꣃ때꧒뿗ꅃ 45
닄ꕼ뎹ꅂ룪껆꓀꩒ ꫭ4-5ꅇꅵ맯뫴룴뱳ꝩ꒧멁ꯗꅶ꒧뇔굺닎군 냝꒣Ꙑ띎 때띎ꢣ Ꙑ띎 뚵 ꑈ볆 ꛊ꓀ꓱ ꑈ볆 ꛊ꓀ꓱ ꑈ볆 ꛊ꓀ꓱꖭꞡ볆 1.ꑪ엩ꛓꢥꅁ돟앷뫴룴뱳ꝩ 140 % 126 % 97 % ** 2.ꑪ뎡ꗷꪺ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩꪺ룪끔 119 % 67 % 177 % * 3.꧒곝꣬ꪺꑪꙨ볆뫴룴뱳ꝩ뎣ꕏꑈ쒱녯둲Ꟗ 183 % 105 % 75 % ** 4.녠ꕈ뫴룴뱳ꝩ꒤꧒곝꣬ꪺ룪끔Ꝁ결뿯뻜ꪫꭾꪺ냑ꛒ 178 % 92 % 93 % ** 5.맯꧳ꕈ뫴룴뱳ꝩꝀ결뿯뻜ꪫꭾꪺ냑ꛒꅁ쒱녯ꚳꭈꓟ 213 % 98 % 52 % ** 6.ꑪꙨ볆ꪺ뫴룴뱳ꝩ라엽쒱녯뒼뱺꣼꣬ꑆꭖ끤 150 % 145 % 68 % ** 7.뫴룴뱳ꝩꪺ꒺깥녠ꕏ쒱녯띐 126 % 149 % 88 % 8.녠쒱녯뫴룴뱳ꝩ라ꗸ맏뭾뻉 93 % 123 % 147 % ** 9.ꑀ꿫ꛓꢥꅁ쒱녯ꕩꕈ곛ꭈ뫴룴뱳ꝩ 173 % 125 % 65 % ** 10.뫴룴뱳ꝩ꒤맯늣ꭾ꧒ꭏ쏒ꪺꭾ뷨뭐껄ꩇꅁ덱녠ꥍ맪믚ꑗ곛닅169 % 162 % 32 % ** 11.덺륌뫴룴뱳ꝩ꒤ꪺ륱룜ꥍꙡꝽ쇊ꪫꅁ쒱녯ꯜ꧱ꓟ 254 % 80 % 29 % ** 12.뫴룴뱳ꝩ라ꭐ꣏늣ꭾ궰믹 112 % 92 % 159 % 13.ꚳ뫴룴뱳ꝩꪺ냓ꭾ라ꓱꡓ뱳ꝩꪺ냓ꭾ엽쒱녯ꚳ믹귈 141 % 125 % 97 % ** 14.뫴룴뱳ꝩ라뒣낪늣ꭾꪺꚨꖻ냢믹 143 % 102 % 118 % 15.걆ꦲ꒣뚷맯뫴룴뱳ꝩꪺ꒺깥쑙ꕛ뱦껖 300 % 35 % 28 % ** 16.ꗑ뱳ꝩ곉ꛛꛦ굱ꥷ뫴룴뱳ꝩꪺ덗뵤라ꓱ엽걆ꦲ뒡ꓢꙮ 123 % 80 % 160 % 17.뭻결ꗘꭥ걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴땍꒣ꢬ 19 % 46 % 298 % ** 뗹1ꅇꙕ엜뚵ꪺꖭꞡ볆뭐꒤뚡귈3낵t샋ꥷ 뗹2ꅇ* Pꇕ ** Pꇕ ꒭ꅂ뫴룴뱳ꝩ뭐꣤ꕌ둃엩뱳ꝩ꒧ꓱ룻 ꚹ뎡ꗷꪺ냝ꣷꭨ걏엽꣼듺ꓱ룻뫴룴뱳ꝩ뭐꣤ꕌ둃엩뱳ꝩꙢ뒣꣑룪끔ꥍ놡돸ꅂ앷볖ꥍ깔볖꧊ꅂ꒺깥ꪺ둯끤꧊ꅂ꒺깥ꪺꕩꭈꯗꝬꓞ꧊ꑗꪺ곝ꩫꅃ (ꑀ)ꅂ뫴룴뱳ꝩꓱ륱뗸뱳ꝩ ꗑꫭ4-6ꕩꪾꙢ뒣꣑룪끔ꑗꅁ뫴룴뱳ꝩꥍ륱뗸뱳ꝩꣃ때엣뗛깴늧ꅃꙢ앷볖깔볖꧊ꑗꅁ뫴룴뱳ꝩ엣뗛ꓖ꧳륱뗸뱳ꝩꅃ둎꒺깥ꪺ둯ꑈ땻ꯗꓨ궱ꅁ뫴룴뱳ꝩꭨ낪꧳륱뗸뱳ꝩꅃꙢꕩꭈꯗꑗꅁ뫴룴뱳ꝩꭨ룻깴ꅃꙢꝬꓞ꧊ꓨ궱ꅁ뫴룴뱳ꝩꑝ룻륱뗸뱳ꝩ깴ꅃ 46
닄ꕼ뎹ꅂ룪껆꓀꩒ (ꑇ)ꅂ뫴룴뱳ꝩꓱ뱳벽뱳ꝩ 뫴룴뱳ꝩꥍ뱳벽뱳ꝩ곛ꓱꅁꙢ룪끔꧊ꥍ깔볖꧊ꑗ엣뗛룻ꙨꅃꙢ꒺깥ꪺ둯ꑈ땻ꯗꑗꑝ룻ꙨꅃꙢ꒺깥ꪺꕩꭈꯗꥍꝬꓞ꧊ꑗꅁ꣢ꣃ때엣뗛깴늧ꅃ (ꑔ)ꅂ뫴룴뱳ꝩꓱ싸뭸뱳ꝩ 뫴룴뱳ꝩꓱ싸뭸뱳ꝩꅁꙢ룪끔놡돸ꑗ때엣뗛깴늧ꅃꙢ앷볖꧊ꑗ뫴룴뱳ꝩꭨ룻ꙨꅃꙢ둯ꑈ땻ꯗꑗꅁ뫴룴뱳ꝩꓱ싸뭸뱳ꝩꙨꅃꙢ꒺깥ꪺꕩꭈꯗꑗꅁ뫴룴뱳ꝩꓱ룻ꓖꅃꛓ꣢ꙢꝬꓞ꧊ꑗꣃ때엣뗛깴늧ꅃ (ꕼ)ꅂ뫴룴뱳ꝩꓱ돸꿈뱳ꝩ 뫴룴뱳ꝩꙢ뒣꣑룪끔꧊ꅂ깔볖꧊Ꝭꓞ꧊ꑗ곒ꓱ돸꿈뱳ꝩꙮꅃ둎꒺깥ꪺ둯ꑈ땻ꯗꑗ뫴룴뱳ꝩꑝꓱ돸꿈뱳ꝩꙨꅃꕴꕾꅁꙢ꒺깥ꪺꕩꭈꯗꑗꅁꑝ걏룻깴ꪺꅃ ꫭ4-6 ꅵ뫴룴뱳ꝩ뭐꣤ꕌ둃엩뱳ꝩ꒧ꓱ룻ꅶ 뫴룴뱳ꝩꓱ륱뗸뱳ꝩꓖ ꑪ교곛Ꙑ Ꙩ ꑈ볆 ꛊ꓀ꓱ ꑈ볆 ꛊ꓀ꓱ ꑈ볆 ꛊ꓀ꓱꖭꞡ볆 Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ 132 % 75 % 156 % Ꙣ앷볖깔볖꧊ꓨ궱 211 % 74 % 78 % ** 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ 66 % 116 % 181 % ** Ꙣ꒺깥ꪺꕩꭈꯗꑗ 167 % 157 % 39 % ** ꙢꝬꓞꑈ빜얥ꓨ궱 216 % 86 % 61 % ** 뫴룴뱳ꝩꓱ뱳벽뱳ꝩ Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ 65 % 77 % 221 % ** Ꙣ앷볖깔볖꧊ꓨ궱 85 % 84 % 194 % ** 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ 104 % 129 % 130 % * Ꙣ꒺깥ꪺꕩꭈꯗꑗ 92 % 185 % 86 % ꙢꝬꓞꑈ빜얥ꓨ궱 116 % 98 % 149 % 뫴룴뱳ꝩꓱ싸뭸뱳ꝩ Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ 104 % 137 % 122 % Ꙣ앷볖깔볖꧊ꓨ궱 81 % 126 % 156 % ** 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ 64 % 149 % 150 % ** Ꙣ꒺깥ꪺꕩꭈꯗꑗ 117 % 200 % 46 % ** ꙢꝬꓞꑈ빜얥ꓨ궱 109 % 148 % 106 % 뫴룴뱳ꝩꓱ돸꿈뱳ꝩ Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ 87 % 116 % 160 % ** 47
닄ꕼ뎹ꅂ룪껆꓀꩒ Ꙣ앷볖깔볖꧊ꓨ궱 69 % 116 % 178 % ** 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ 73 % 154 % 136 % ** Ꙣ꒺깥ꪺꕩꭈꯗꑗ 107 % 187 % 69 % ** ꙢꝬꓞꑈ빜얥ꓨ궱 87 % 120 % 156 % ** 뗹1ꅇꙕ엜뚵ꪺꖭꞡ볆뭐꒤뚡귈3낵t샋ꥷ 뗹2ꅇ* Pꇕ ** Pꇕ 녎ꕈꑗ떲ꩇ띊셠꙰ꫭ4-7ꅁꗑꫭ꒤ꕩꪾ뫴룴뱳ꝩꙢ뒣꣑룪끔ꥍ놡돸ꑗꥍ륱뗸뭐싸뭸깴꒣Ꙩꅁꓱ뱳벽ꥍ돸꿈뱳ꝩꙨꅃꙢ앷볖깔볖꧊ꓨ궱ꅁ낣ꑆꓱ륱뗸뱳ꝩꓖꕾꅁꓱ꣤ꕌ둃엩뱳ꝩ꣓ꪺꙨꅃꙢ꒺깥ꪺ둯ꑈ땻ꯗꑗꅁ뫴룴뱳ꝩ걏돌깴ꪺꅁꓱ꣤ꕌ둃엩뎣꣓ꪺꙨꅃꙢ꒺깥ꕩꭈꯗꑗꅁ낣ꑆꥍ뱳벽뱳ꝩ깴꒣Ꙩꕾꅁꓱ꣤ꕌ둃엩뱳ꝩꓖꅃꛓꙢꝬꓞꑈ빜얥ꓨ궱ꅁꭨꓱ륱뗸뱳ꝩꓖꅁꓱ돸꿈뱳ꝩꙨꅁ꣤ꕌ깴꒣Ꙩꅃ ꫭ4-7. 뫴룴뱳ꝩ뭐꣤ꕌ둃엩뱳ꝩꓱ룻꒧띊셠 ꓱ룻멣궱뫴룴뱳ꝩꓱ 륱뗸뱳ꝩ 뱳벽뱳ꝩ 싸뭸뱳ꝩ 돸꿈뱳ꝩ Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ 깴꒣Ꙩ Ꙩ 깴꒣Ꙩ Ꙩ Ꙣ앷볖깔볖꧊ꓨ궱 ꓖ Ꙩ Ꙩ Ꙩ 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ Ꙩ Ꙩ Ꙩ Ꙩ Ꙣ꒺깥ꪺꕩꭈꯗꑗ ꓖ 깴꒣Ꙩ ꓖ ꓖ ꙢꝬꓞꑈ빜얥ꓨ궱 ꓖ 깴꒣Ꙩ 깴꒣Ꙩ Ꙩ 닄ꑇ론ꅂ맯뫴룴뱳ꝩ멁ꯗ뙱ꫭ꒧ꙝ꿀꓀꩒ꅂꭈꯗ뭐껄ꯗ꓀꩒ ꙝ꿀꓀꩒ꪺꗘꪺꙢ꧳ꡄ녯뙱ꫭꪺꅵꯘ멣껄ꯗꅶꅝconstruct validityꅞꅩꝤꧺ뚩ꅁꗁ89ꅪꅁꖦꕩꕈ셙듮뙱ꫭꪺ멣궱ꅁꕈ룻ꓖꪺ뫻볆ꅝnumber of dimensionsꅁꝙ멣궱ꪺ볆ꗘꅞ꣓ꫭꗜ귬ꗽꪺ룪껆떲멣ꅁꛓꑓ꿠ꭏ꙳ꛭ귬ꚳ룪껆떲멣꧒뒣꣑ꪺꑪ뎡룪끔ꅩ뛀ꭔ굞ꅁꗁ87ꅪꅃꙢꖻ론꒤녎끷맯닄ꑇ뎡ꗷꪺ냝ꣷꅵ맯뫴룴뱳ꝩ꒧멁ꯗꅶ뙩ꛦꙝ꿀꓀꩒ꅁꡄ녯ꚹ뙱ꫭ꒧ꙝ꿀멣궱ꅁꕈꝑ꧳ꯡ쓲ꪺ룪껆꓀꩒ꅁꣃ샋ꥷꙕꙝ꿀뚡꒧ꭈꅂ껄ꯗꅃ 48
닄ꕼ뎹ꅂ룪껆꓀꩒ ꑀꅂ맯뫴룴뱳ꝩ멁ꯗ뙱ꫭ꒧ꙝ꿀꓀꩒ ꖻ곣ꡳ꧒뇄ꗎꪺ맯뫴룴뱳ꝩ멁ꯗꪺ뙱ꫭꕄ굮걏Schloser, et alꅩ.1999ꅪ뷕걤뫴룴뱳ꝩꑀ꿫멁ꯗ껉꧒꣏ꗎꪺ뙱ꫭꅁꙁ롧ꗑꭥ듺귗ꛓꚨꅃꚹꗷ뙱ꫭ걏ꗑ17뚵멁ꯗ삳뚵ꗘ꧒닕ꚨꅁ닄1썄결맯뫴룴뱳ꝩꪺ뻣엩멁ꯗꅁ꣤빬16썄ꅁSchloser녎꣤쉫꿇결뱳ꝩ껄ꗎꅂ끤ꅂꭈꗴꅂ믹껦뭻ꪾ덗뵤떥꒭귓멣궱ꅃ결샋엧ꚹꗷ멁ꯗ삳뙱ꫭ삳ꗎꙢꖻ곣ꡳꪺ빁꓁꧊ꅁ걇뙩ꛦꙝ꿀꓀꩒엧쏒덯꣤빬16귓멁ꯗ삳뚵ꗘ뭐ꖻ곣ꡳꪺ끴Ꙙꯗꅃ Ꙣ뙩ꛦꙝ꿀꓀꩒꒧ꭥꅁ궺ꗽꕈKOMꅝKaiser-Meyer-OlkinꅞBartlett’s뉹ꛒ엧ꅝBartlett Test of Sphericityꅞ샋ꥷ걏ꝟ빁Ꙙ뙩ꛦꙝ꿀꓀꩒ꅃ굙KOM귈띕ꑪ껉ꅁꫭꗜ엜뚵뚡ꪺꙀꙐꙝ꿀띕Ꙩꅁ띕빁Ꙙ뙩ꛦꙝ꿀꓀꩒ꅁ껚뻚Kaiserꅩ1974ꅪ왛쉉ꅁKOM꙰ꩇ귈ꑰ꧳껉ꅁ룻꒣ꥹ뙩ꛦꙝ꿀꓀꩒ꅁꖻ곣ꡳꪺKOM귈결ꅁꫭꗜ빁Ꙙ뙩ꛦꙝ꿀꓀꩒ꅃꚹꕾꅁBartlett’s뉹ꛒ엧ꪺꍱ2귈결ꅁ샋ꥷ떲ꩇ엣뗛ꅝP=ꅞꅁꕎꫭꗀ롳엩ꪺ곛쏶꽸끽뚡ꚳꙀꙐꪺꙝ꿀꙳Ꙣꅁ빁Ꙙ뙩ꛦꙝ꿀꓀꩒ꅃꙢꙝ꿀꓀꩒ꪺꓨꩫ뿯뻜ꑗꅁꖻ곣ꡳ뇄ꕄꚨꗷ꓀꩒ꩫꧢ꣺ꙀꙐꙝ꿀ꅁꣃꕈKaiserꩫꝀ결뿯뻜ꙝ꿀ꪺ볐럇ꅁꝙ꣺꽓뱸귈ꅝEigenvalueꅞꑪ꧳1ꪺꙝ꿀ꅃ결뒣낪ꙝ꿀꽸끽ꪺ룑쓀꿠ꑏꅁꖻ곣ꡳꕈꪽꗦ신뙢ꅝorthogonal rotationꅞꪺ엜늧볆돌ꑪꩫꅝVarimaxꅞ뙩ꛦꙝ꿀ꪺ신뙢ꅁꛓꙕꙝ꿀꧒ꕝꝴꪺ썄뚵ꅁꕈ꣤신뙢ꯡꪺꙝ꿀굴닼뙱ꅝFactor Loadingꅞ꒧떴맯귈결뿯뻜ꪺ볐럇ꅃꕴꕾꅁ냝뚵14뭐17결궱ꪺ냝썄ꅁ걇ꗽ꒩ꕈꙖ궫띳군꓀ꅃ ꫭ4-8. 뻣엩룑쓀ꪺ엜늧볆—신뙢ꯡꪺ볆뻚 Initial Eigenvalues Rotation Sums of Squared Loadings (ꖼ신뙢ꪺ꽓뱸귈) (꽓뱸귈ꑪ꧳1) ꙝ꿀 꽓뱸귈 룑쓀뙱ꅝ%ꅞ 닖뽮룑쓀뙱ꅝ%ꅞ꽓뱸귈 룑쓀뙱ꅝ%ꅞ 닖뽮룑쓀뙱ꅝ%ꅞ1 2 3 4 49
닄ꕼ뎹ꅂ룪껆꓀꩒ 5 6 .960 7 .712 8 .665 9 .630 10 .560 11 .500 12 .427 13 .410 14 .373 15 .335 16 .314 ꗑꫭ4-8녯ꪾ꽓뱸귈ꑪ꧳1ꪺꙝ꿀멣궱ꚳ5귓ꅁ닖뽮룑쓀뙱륆ꉈꅃ뙩ꛦ신뙢ꯡꪺꙝ꿀꽸끽꙰ꫭ4-9ꅃ ꫭ4-9. 신뙢ꯡ꒧ꙝ꿀꽸끽 썄뚵ꙝ꿀굴닼뙱ꅝLoadingꅞ ꙝ꿀1 ꙝ꿀2 ꙝ꿀3 ꙝ꿀4 ꙝ꿀5 5 .800 .133 -02 -02 10 .718 -02 .231 .122 4 .712 .189 11 .690 -02 -02 .320 .114 9 .665 .114 -02 -02 2 .574 .229 -02 3 .513 .214 -03 7 .805 -02 -02 -02 8 .781 -02 -02 6 .771 -02 -02 16 -02 .758 .275 13 .339 -02 .656 .203 15 .114 -02 .319 .739 -02 17 -02 .703 -02 12 -02 -02 .295 -02 .811 14 -03 -02 .729 뙩ꛦꙝ꿀꓀꩒ꯡꅁꙀ뗑꣺ꕘ5귓ꙝ꿀ꅁ꒧ꯡ냑ꛒꙕꙝ꿀ꪺꙝ꿀굴닼뙱꒧ꯡꅁ뿯꣺굴닼뙱돌ꑪꪺꙝ꿀ꅁꕈ멣궱꒺ꪺꙝ꿀꒺깥Ꝁ결ꥒꙗꪺ뻚ꅁ꓀ꝏꥒꙗ꙰ꑕꅇ (ꑀ)ꅂꙝ꿀1ꅇ껄ꗎ뭐ꭈꗴ ꕝꝴ꒧썄뚵결ꅵ2.ꑪ뎡ꗷꪺ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩꪺ룪끔ꅶꅂꅵ3.꧒곝꣬ꪺꑪꙨ볆뫴룴뱳ꝩ뎣ꕏꑈ쒱녯둲Ꟗꅶꅂꅵ4.녠ꕈ뫴룴뱳ꝩ꒤꧒곝꣬ꪺ룪끔Ꝁ결뿯뻜ꪫꭾꪺ냑ꛒꅶꅂꅵ5.맯꧳ꕈ뫴룴뱳ꝩꝀ결뿯뻜ꪫꭾꪺ냑ꛒꅁ쒱녯ꚳꭈꓟꅶꅂꅵ9.ꑀ꿫ꛓꢥꅁ쒱녯ꕩꕈ곛ꭈ뫴룴뱳ꝩꅶꅂꅵ10. 뫴룴뱳ꝩ꒤맯늣ꭾ꧒ꭏ쏒ꪺꭾ뷨뭐껄 50
닄ꕼ뎹ꅂ룪껆꓀꩒ ꩇꅁ덱녠ꥍ맪믚ꑗ곛닅ꅶꅵ11. 덺륌뫴룴뱳ꝩ꒤ꪺ륱룜ꥍꙡꝽ쇊ꪫꅁ쒱녯ꯜ꧱ꓟꅶꅃ덯썄뚵뭐뫴룴뱳ꝩꪺ룪끔ꅂ깔볖믹귈ꕈ맯뫴룴뱳ꝩꪺꭈꗴ땻ꯗꚳ쏶ꅃ (ꑇ)ꅂꙝ꿀2ꅇ끤 ꙝ꿀2ꕝ걁썄뚵ꅵ6.ꑪꙨ볆ꪺ뫴룴뱳ꝩ라엽쒱녯뒼뱺꣼꣬ꑆꭖ끤ꅶꅂꅵ7.뫴룴뱳ꝩꪺ꒺깥녠ꕏ쒱녯띐ꅶꅵ8. 녠쒱녯뫴룴뱳ꝩ라ꗸ맏뭾뻉ꅶꅃ덯둘뚵ꥍ귓ꑈꪺ끤띐곛쏶ꅃ (ꑔ)ꅂꙝ꿀3ꅇꛛꯟ뭐믹귈 ꕝꝴꅵ13. ꚳ뫴룴뱳ꝩꪺ냓ꭾ라ꓱꡓ뱳ꝩꪺ냓ꭾ엽쒱녯ꚳ믹귈ꅶꅵ16. ꗑ뱳ꝩ곉ꛛꛦ굱ꥷ뫴룴뱳ꝩꪺ덗뵤라ꓱ엽걆ꦲ뒡ꓢꙮꅶꅃ덯꣢썄ꥍ맯뱳ꝩ띾녍띾ꪺꭈꗴꚳ뱳ꝩ냓ꭾ꒧믹귈ꚳ쏶ꅃ (ꕼ)ꅂꙝ꿀4ꅇ덗뵤 ꚹꑀꙝ꿀ꕝꝴꅵ15. 걆ꦲ꒣뚷맯뫴룴뱳ꝩꪺ꒺깥쑙ꕛ뱦껖ꅶꅵ17. 뭻결ꗘꭥ걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴땍꒣ꢬꅶꅃ쓝꧳맯뫴룴뱳ꝩꩫ덗꒺깥뭐볆뙱ꪺ곝ꩫꅃ (꒭)ꅂꙝ꿀5ꅇ믹껦 ꙝ꿀5결ꅵ12. 뫴룴뱳ꝩ라ꭐ꣏늣ꭾ궰믹ꅶꅵ14. 뫴룴뱳ꝩ라뒣낪늣ꭾꪺꚨꖻ냢믹ꅶꅃ껸뙏맯뫴룴뱳ꝩ맯믹껦ꅂꚨꖻ뱶암ꪺ곝ꩫꅃ ꑇꅂPearsonꭙ볆꽸끽뭐ꭈꅂ껄ꯗ꓀꩒ ꗑꫭ4-10ꙕ뚵ꪺPearson곛쏶꽸끽ꕩ곝ꕘ곛Ꙑꪺ멣궱ꑕꅁ꣤멣궱꒺뎡ꙕ냝뚵꒧뚡ꪺ곛쏶ꭙ볆낪ꅁꛓ멣궱ꕾꙕ냝뚵뚡ꪺ곛쏶ꭙ볆ꝃꅁ엣ꗜꙝ꿀멣궱꣣ꚳꙮꪺꚬ샄껄ꯗ뭐땯뒲껄ꯗꅃ 51
닄ꕼ뎹ꅂ룪껆꓀꩒ ꫭ4-10. PEARSONꭙ볆꽸끽ꫭ 썄뚵1 2 3 4 5 9 10 11 6 7 8 13 16 15 17 12 14 1껄ꗎ뭐ꭈꗴ .566*** .525***.517*** .422***.552***.470*** .406***.490***.474***.626*** .526***.461***.432***.436***.502*** .360***.327***.343***.332***.479***.544*** .261***.224***.232***.298***.443***.381*** 끤 .519*** *********************** ************************.548***ꛛꯟ뭐믹귈 8 ***********************.535***.549*** .289***.289***.257***.320***.299***.254***.236***.215**** .160**.114*.168**.138**.215***.176**.178**.151*******덗 뵤 15 ***.**.226****** *****믹 껦 12 .209***.196***.124*.**.118*.*****. .************* ꅇPꇕ **ꅇPꇕ ***ꅇPꇕ ꫭ4-11ꙃꕘꙕꙝ꿀멣궱꒧Cronbach ꍜꭙ볆귈ꅁꗑꫭ꒤ꕩꪾꅵ껄ꗎ뭐ꭈꗴꅶꥍꅵ끤ꅶ멣궱ꪺCronbach ꍜ룻낪ꅁ꣢멣궱ꪺꍜ귈뎣Ꙣ70ꉈꕈꑗꅃꛓ꣤ꕌꑔ귓멣궱ꅁꅵꛛꯟ뭐믹귈ꅶꅂꅵ덗뵤ꅶꅵ믹껦ꅶꪺCronbach ꍜ귈룻ꝃꅁ곹Ꙣ45ꉈꖪꕫꅃꗑ꧳Cronbach ꍜꭙ볆Ꙣ뿅뙱닕ꚨ뙱ꫭ썄뚵ꪺ꒺Ꙣꑀ교꧊땻ꯗ꙰꛳ꅁꗧꝙ걏ꝟ듺뙱돦ꑀ랧꧀ꅁꙝꚹꕩꪾꭥꑇ멣궱ꪺꕩ빡꧊룻꣎ꅁꯡꑔ귓멣궱룻깴ꅃꕴꕾꅁꯡꑔ귓멣궱꒺ꪺ썄뚵룻ꓖꅁꑝ걏뻉교Cronbach ꍜꭙ볆귈룻ꝃꪺ귬ꙝ꒧ꑀꅃ ꫭ4-11. ꙝ꿀멣궱뭐ꭈꯗ셠뻣뉺ꫭ ꙝ꿀멣궱 ꙝ꿀멣궱꧒ꝴ꒧엜뚵ꙗ뫙 ꙝ꿀굴닼뙱 껄ꗎ뭐ꭈꗴ2. ꑪ뎡ꗷꪺ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩꪺ룪끔 3. ꧒곝꣬ꪺꑪꙨ볆뫴룴뱳ꝩ뎣ꕏꑈ쒱녯둲Ꟗ 52
닄ꕼ뎹ꅂ룪껆꓀꩒ 4. 녠ꕈ뫴룴뱳ꝩ꒤꧒곝꣬ꪺ룪끔Ꝁ결뿯뻜ꪫꭾꪺ냑ꛒ 5. 맯꧳ꕈ뫴룴뱳ꝩꝀ결뿯뻜ꪫꭾꪺ냑ꛒꅁ쒱녯ꚳꭈꓟ 9. ꑀ꿫ꛓꢥꅁ쒱녯ꕩꕈ곛ꭈ뫴룴뱳ꝩ 10. 뫴룴뱳ꝩ꒤맯늣ꭾ꧒ꭏ쏒ꪺꭾ뷨뭐껄ꩇꅁ덱녠ꥍ맪믚ꑗ 곛닅 11. 덺륌뫴룴뱳ꝩ꒤ꪺ륱룜ꥍꙡꝽ쇊ꪫꅁ쒱녯ꯜ꧱ꓟ 꽓뱸귈ꅇ 룑쓀엜늧뙱ꅇ% 닖뽮엜늧뙱ꅇ% Cronbach áꅇ 6. ꑪꙨ볆ꪺ뫴룴뱳ꝩ라엽쒱녯뒼뱺꣼꣬ꑆꭖ끤 끤 7. 뫴룴뱳ꝩꪺ꒺깥녠ꕏ쒱녯띐 8. 녠쒱녯뫴룴뱳ꝩ라ꗸ맏뭾뻉 꽓뱸귈ꅇ 룑쓀엜늧뙱ꅇ% 닖뽮엜늧뙱ꅇ% Cronbach áꅇ ꛛꯟ뭐믹귈13. ꚳ뫴룴뱳ꝩꪺ냓ꭾ라ꓱꡓ뱳ꝩꪺ냓ꭾ엽쒱녯ꚳ믹귈 16. ꗑ뱳ꝩ곉ꛛꛦ굱ꥷ뫴룴뱳ꝩꪺ덗뵤라ꓱ엽걆ꦲ뒡ꓢꙮ 꽓뱸귈ꅇ 룑쓀엜늧뙱ꅇ% 닖뽮엜늧뙱ꅇ% Cronbach áꅇ 덗뵤15. 걆ꦲ꒣뚷맯뫴룴뱳ꝩꪺ꒺깥쑙ꕛ뱦껖 17. 뭻결ꗘꭥ걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴땍꒣ꢬ 꽓뱸귈ꅇ 룑쓀엜늧뙱ꅇ% 닖뽮엜늧뙱ꅇ% Cronbach áꅇ 믹껦12. 뫴룴뱳ꝩ라ꭐ꣏늣ꭾ궰믹 14. 뫴룴뱳ꝩ라뒣낪늣ꭾꪺꚨꖻ냢믹 꽓뱸귈ꅇ 룑쓀엜늧뙱ꅇ% 닖뽮엜늧뙱ꅇ% Cronbach áꅇ 닄ꑔ론ꅂ뱶암뫴룴뱳ꝩ멁ꯗ꒧끪쉫꓀꩒ 결ꑆ룑뱶암뫴룴뱳ꝩ멁ꯗꙕꙝ꿀꒧곛맯궫굮꧊ꅁꖻ론꓀ꝏ맯ꙕ냝뚵ꙝ꿀꓀꩒ꯡ꧒녯꒧멣궱뙩ꛦꙨ꒸끪쉫꓀꩒ꅃꣃ꓀ꕈ덶ꡂ끪쉫ꩫꅝstepwiseꅞ뙩ꛦꓱ룻꓀꩒ꅃ ꑀꅂꙕ냝뚵맯뫴룴뱳ꝩ멁ꯗ꒧뱶암 덯ꑀ뎡ꗷ걏ꕈ뫴룴뱳ꝩ멁ꯗ뙱ꫭ낣닄1썄ꕾꪺ꣤빬16썄결륷듺엜볆ꅁꛓꕈ닄1썄맯뫴룴뱳ꝩꪺ멁ꯗ결럇ꭨ엜볆뙩ꛦ덶ꡂꙨ꒸끪쉫꓀꩒ꅁ떲ꩇ꙰ꫭ4-12ꅃ 53
닄ꕼ뎹ꅂ룪껆꓀꩒ ꫭ4-12. 덶ꡂ꓀꩒끪쉫ꭙ볆ꫭ ꖼ볐럇꓆끪쉫ꭙ볆 볐럇꓆끪쉫ꭙ볆쏶ꭙꡍꥷꭙ볆 뱗ꕛ룑쓀뙱 B귈볆R 볐럇깴P귈Ꙩ꒸곛 Beta R2 ꍇR2 녠볆뚵 .805 .316 .011 X2 .272 .044 .293 .000 .566 .320 .320 X9 .284 .053 .242 .000 .640 .409 .090 X7 .047 .000 .672 .451 .042 X3 .200 .050 .194 .000 .688 .473 .022 X17 .110 .045 .094 .014 .694 .482 .009 ꗑꕈꑗꪺꫭꕩꪾꅁꙀꚳ5썄뙩ꑊ끪쉫볒ꮬ꒤ꅁ꓀ꝏ걏닄2썄ꅵ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩ룪끔ꅶꅂ닄3썄ꅵ뫴룴뱳ꝩꕏꑈ쒱녯둲Ꟗꅶꅂ닄7썄ꅵ맯뫴룴뱳ꝩꪺ꒺깥쒱녯띐ꅶꅂ닄9썄ꅵꕩꕈ곛ꭈ뫴룴뱳ꝩꅶꥍ닄17썄ꅵ걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴꒣ꢬꅶꅃ덯5썄맯뫴룴뱳ꝩꑀ꿫멁ꯗꪺ룑쓀뙱륆ꉈꅃ꣤볐럇꓆끪쉫ꓨ땻ꚡ꙰ꑕꅇ 맯뫴룴뱳ꝩꪺ멁ꯗꇗꆯX2ꇏꆯX9ꇐꆯX7ꇏꆯX3 ꇏꆯX17 ꣤꒤ X2ꫭꅵ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩ룪끔ꅶ X3ꫭꅵ뫴룴뱳ꝩꕏꑈ쒱녯둲Ꟗꅶ X7ꫭꅵ맯뫴룴뱳ꝩꪺ꒺깥띐ꅶ X9ꫭꅵꕩꕈ곛ꭈ뫴룴뱳ꝩꅶ X17ꫭꅵ뫴룴뱳ꝩ덗뵤ꪺ볆뙱ꅶ ꗑ끪쉫ꓨ땻ꚡꕩꪾꅁꅵ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩ룪끔ꅶꪺ뱶암땻ꯗ돌ꑪꅁ볐럇꓆ꭙ볆귈결ꅃ꣤ꚸ결ꅵꕩꕈ곛ꭈ뫴룴뱳ꝩꅶꅁ볐럇꓆ꭙ볆귈결ꅃꛓꅵ맯뫴룴뱳ꝩꪺ꒺깥띐ꅶ걏늣ꗍ굴궱멁ꯗꪺꕄ굮ꙝ꿀ꅁ볐럇꓆ꭙ귈결ꅃꕴꕾꅁꅵ뫴룴뱳ꝩꕏꑈ쒱녯둲Ꟗꅶꭙ볆귈결ꅁ결ꖿ궱뱶암ꅃꚹꕼ뚵ꪺ룑쓀뙱결ꉈꅁP귈곒ꑰ꧳ꅃꛓX17ꅵ뫴룴뱳ꝩ덗뵤ꪺ볆뙱ꅶꅁꗑ꧳꣤룑쓀꿠ꑏ꒣1ꉈꕂ꣤P귈ꑪ꧳ꅁ굙ꕈ샋ꥷꅁꭨ꒣엣뗛ꅁꙝꚹꕩ귧낣꒧ꅃ 54
닄ꕼ뎹ꅂ룪껆꓀꩒ ꑇꅂꙝ꿀멣궱맯뫴룴뱳ꝩ멁ꯗ꒧뱶암 ꚹꑀ뎡ꗷꭨ걏뻚ꙝ꿀꓀꩒꧒녯꣬ꪺ5귓ꙝ꿀멣궱ꪺꙝ꿀꓀볆결륷듺엜볆ꅁꛓꕈ닄1썄맯뫴룴뱳ꝩꑀ꿫멁ꯗ결럇ꭨ엜볆ꅁ뙩ꛦ덶ꡂꙨ꒸끪쉫꓀꩒ꅃ떲ꩇ띊셠꙰ꫭ4-13ꅃ ꫭ4-13 덶ꡂ꓀꩒끪쉫ꭙ볆ꫭ ꖼ볐럇꓆끪쉫ꭙ볆 볐럇꓆끪쉫ꭙ볆Ꙩ꒸곛쏶ꭙꡍꥷꭙ볆뱗ꕛ룑쓀뙱 볆R R2 ꍇR2 B귈 볐럇깴P귈 Beta 녠볆뚵 .040 .000 껄ꗎ뭐ꭈꗴ .492 .040 .480 .000 .480 .230 .230 끤 .040 .000 .618 .381 .151 ꛛꯟ뭐믹귈 .211 .040 .205 .000 .651 .423 .042 덗뵤 .040 .000 .673 .453 .030 믹껦 .040 .079 .042 .678 .460 .006 ꗑꫭ4-13ꕩꪾꅁ5귓ꙝ꿀멣궱곒뙩ꑊ끪쉫볒ꮬ꒤ꅁ룑쓀꿠ꑏꙀ륆ꉈꅃ꣤볐럇꓆끪쉫ꓨ땻ꚡ꙰ꑕꅇ 맯뫴룴뱳ꝩ멁ꯗꇗꆯ껄ꗎ뭐ꭈꗴꇐꆯ끤 ꇏꆯꛛꯟ뭐믹귈ꇐꆯ덗뵤ꇏꆯ믹껦 ꗑ끪쉫ꓨ땻ꚡꕩꪾꅁ껄ꗎ뭐ꭈꗴ멣궱ꪺ뱶암땻ꯗ돌ꑪꕂ결ꖿ궱뱶암ꅁ끪쉫ꭙ볆귈결ꅁ룑쓀꿠ꑏ결23ꉈꅃꛓ끤멣궱ꪺ뱶암땻ꯗ결꣤ꚸꅁꭙ볆귈결ꅁ결굴궱뱶암ꅁ룑쓀뱗ꕛ뙱결ꉈꅃ ꗑ꧳ꚹ꣢멣궱맯뫴룴뱳ꝩꑀ꿫멁ꯗꪺ룑쓀꿠ꑏ결ꉈꅁꫭꗜꚹ꣢멣궱꣣ꚳ곛맯ꪺ궫굮꧊ꅃ꣤ꕌꑔ귓멣궱R2ꪺ뱗ꕛ룑쓀뙱ꣃ꒣낪ꅁ걇ꑕ론뚰롳꓀꩒ꪺ꓀롳걏ꕈ껄ꗎ뭐ꭈꗴꙝ꿀ꕈ끤ꙝ꿀ꚹ꣢멣궱낵결꓀롳ꪺ엜뚵ꅃ 55
닄ꕼ뎹ꅂ룪껆꓀꩒ 닄ꕼ론ꅂ맯뫴룴뱳ꝩ멁ꯗ꒧뚰롳꓀꩒ 뚰롳꓀꩒ꪺꗘꪺꙢ꧳녎룪껆꓀ꚨ둘귓곛늧꧊돌ꑪꪺ롳닕ꅁꛓ롳닕꒺ꪺ곛땻ꯗ돌낪ꅃꙝꚹ결ꑆ룑맯뫴룴뱳ꝩꑀ꿫멁ꯗ걏ꝟꕩ냏꓀ꚨ꒣Ꙑꪺ롳닕ꅁꖻ론뿯꣺맯뫴룴뱳ꝩꑀ꿫멁ꯗ뱶암돌ꑪꪺ꣢귓멣궱ꅇ껄ꗎ뭐ꭈꗴ멣궱ꥍ끤멣궱결꓀롳ꪺ엜뚵ꅁ뙩ꛦ뚰롳꓀꩒ꅃ ꖻ곣ꡳ꧒뇄ꗎꪺ뚰롳꓀꩒ꓨꩫ결PunjꆮStewatꅩ1983ꅪꯘ쒳ꪺꑇ뚥걱뚰롳꓀꩒ꩫꅃ땻Ꟈꚳꑇꅁ닄ꑀ뚥걱ꗽꝑꗎꑗ굺ꪺ꣢귓멣궱Ꝁ결뿅뙱뚵ꗘꅁ뙩ꛦꅵ뚥뱨ꚡ뚰롳꓀꩒ꩫꅶ(Hierarchical Cluster Analysis)ꅁꝑꗎ볚둘ꢽ녯뙚싷ꖭꓨꩫ(Squared Euclidean Distance)군뫢ꙕ귓왛맮귈ꪺ곛꧊ꅁꙁꕈ뗘뱷ꩫ(Ward’s Method)뙩ꛦ뚰롳꓀꩒ꅁ뿯뻜빁럭ꪺ뚰롳볆ꗘꥍ끟ꥬ쉉ꅃ닄ꑇ뚥걱ꭨ륂ꗎꅵKꖭꞡ볆ꩫꅶ(K-means Methods)ꅁꕈ닄ꑀ뚥걱뿯ꕘꪺ뚰롳볆ꗘꥍ끟ꥬ쉉Ꝁ결뚰롳꓀꩒ꪺ꒤ꓟꅁꙁ맯귬ꥬ룪껆뙩ꛦ꓀롳ꅃ ꑀꅂ닄ꑀ뚥걱 Ꙣ닄ꑀ뚥걱꒤ꅁ궺ꗽꕈ뗘뱷ꩫ녎뚰롳볆ꗘ꓀결2ꛜ4롳ꅁ꒧ꯡꕈANOVA꓀꩒ScheffeꙨ궫ꓱ룻꣓ꙕ롳Ꙣꙕ멣궱멁ꯗꑗꪺ깴늧ꅁꕈꕘ룻빁럭ꪺ꓀롳볆ꅃꗑꫭ4-14ꪺANOVA꓀꩒ꕩ땯뉻ꡃ귓롳닕뎣륆엣뗛ꓴ럇ꅝP귈 = ꅞꅁ왛맮Scheffe꓀롳떲ꩇꅝꫭ4-15ꅞꅁ럭꓀롳롳닕결ꕼ롳껉ꅁ쇶땍Ꙣꭈꗴ뭐껄ꗎꪺ멣궱ꑗꕩ냏꓀결ꕼ닕ꅁ꒣륌Ꙣ맯뫴룴뱳ꝩ꒧멁ꯗꑗꕵꚳꑔ닕깴늧륆엣뗛ꓴ럇ꅁꛓꙢ꓀ꚨꑔ롳껉ꅁ멁ꯗꥍ끤멣궱ꪺ닕꒺ꖭꞡ볆곒륆꣬엣뗛ꓴ럇ꅃꙝꚹ녎뚰롳볆ꗘ꓀결ꑔ롳ꅃ 56
닄ꕼ뎹ꅂ룪껆꓀꩒ ꫭ4-14 ꒣Ꙑ뚰롳볆ꪺANOVA꓀롳엣뗛꧊샋ꥷ 뚰롳볆ꗘ 엜볆 ꑇ롳 ꑔ롳 ꕼ롳 멁ꯗ .000 .000 .000 ꭈꗴ뭐껄ꗎ .000 .000 .000 끤 .000 .000 .000 ꫭ4-15 SCHEFFE꓀롳떲ꩇ ꑇ롳 ꑔ롳 ꕼ롳 ScheffeScheffeScheffe엜볆 롳닕ꝏ ꓀롳 롳닕ꝏ ꓀롳 롳닕ꝏ ꓀롳 2 A 2 A 4 B 멁ꯗ2 A 3 B 3 C 1 B 1 C 1 C 2 A 2 A 3 B 3 B ꭈꗴ뭐껄ꗎ2 A 1 C 1 B 1 B 4 D 3 A 1 A 1 A 2 B 2 B 끤1 A 2 B 3 C 4 C 뗹ꅇScheffe꓀롳꒤ꪺ굞ꓥ꙲ꗀ굙곛Ꙑꅁꕎꫭ닕뚡깴늧ꖼ륆엣뗛ꓴ럇 ꑇꅂ닄ꑇ뚥걱 Ꙣꡍꥷ뚰롳볆ꗘꯡꅁ놵뗛ꕈKꖭꞡ볆ꩫ녎귬ꥬ룪껆꓀롳ꅁ녯꣬ꑔ귓롳닕ꅃꗑꫭ4-16꓀꩒떲ꩇꥍꫭ4-17 ScheffeꙨ궫ꓱ룻ꕩꪾ롳닕1맯뫴룴뱳ꝩ꒧ꑀ꿫멁ꯗ결굴궱ꅁ꣤껄ꗎ뭐ꭈꗴ멣궱ꪺ꓀볆룻ꝃꅁ끤멣궱ꪺ꓀볆룻낪ꅃ롳닕2꣤맯멁ꯗꭨ결ꖿ궱ꅁ껄ꗎ뭐ꭈꗴ멣궱ꪺ꓀볆룻낪ꅁ끤멣궱ꪺ꓀볆꒤ꅃꛓ롳닕3꣤맯뫴룴뱳ꝩ꒧ꑀ꿫멁ꯗꭨ룻결꒤ꗟꅁ꣤껄ꗎ뭐ꭈꗴ멣궱끤멣궱ꪺ꓀볆뎣룻ꝃꅃꑔ롳ꪺ꓀ꝇꪬꩰ꙰맏4-1꧒ꗜꅃ 57
닄ꕼ뎹ꅂ룪껆꓀꩒ ꫭ4-16. Kꖭꞡ볆ꩫ뚰롳꓀꩒떲ꩇ 엜롳닕 볆 엣뗛ꓴ럇 1 2 3 멁ꯗ .000 (.9025) (.8253) (.9310) 껄ꗎ뭐ꭈꗴ .000 (.7073) (.6482) (.6645) 끤.8572 .000 (.5938) (.8103) (.6156) ꑈ볆 140 99 124 뗹ꅇꫭ꒺ꪺ볆꙲결ꙕ멣궱ꙝ볆꓀볆ꪺꖭꞡ볆ꅁ걁ꦷ꒺ꪺ볆꙲ꭨ결볐럇깴 ꫭ4-17. SCHEFFE Ꙩ궫ꓱ룻 엜볆 ꓀롳(I) ꓀롳(J) ꞡ볆깴 (I-J) 볐럇뭾 P귈. 1 * * 멁2 * ꯗ * 3 * * 1 * 껄ꗎ뭐ꭈꗴ2 * * 3 * 1 * * 끤2 * * 3 * * 뗹ꅇ* Pꇕ ꗑ맏4-1ꪺ꓀ꝇꪬꩰꫭ4-16꒤ꑔ롳Ꙣ멁ꯗꙕ멣궱ꪺꖭꞡ볆ꕩ곝ꕘꚹꑔ롳꣣ꚳꙕꛛꪺ꽓꧊ꅁ결꣏ꯡ쓲ꪺ꓀꩒룑쓀ꓨꭋꅁ걇떹꒩ꙕ롳닕ꙗ뫙ꅁꥒꙗ꙰ꑕꅇ 롳닕1ꅇ끑립뫴룴뱳ꝩ롳ꅁꚹ롳닕맯뫴룴뱳ꝩꪺ멁ꯗ룻굴궱ꅁ꣤뫴룴뱳ꝩꪺ껄ꗎ뭐ꭈꗴ룻ꝃꅁ끤띐룻낪ꅃ?롳닕?ꅇ돟띒뫴룴뱳ꝩ롳ꅁꚹ롳닕맯뫴룴뱳ꝩꪺ멁ꯗ룻ꖿ궱ꅁ맯뫴룴뱳ꝩꪺ껄ꗎ뭐ꭈꗴ룻낪ꅁ끤띐ꭨ룻꒤ꗟꅃ? 58
닄ꕼ뎹ꅂ룪껆꓀꩒ 롳닕?ꅇ뫴룴뱳ꝩ멁ꯗ꒤ꗟ롳ꅁꚹ롳닕꒣낾띒ꑝ꒣끑립뫴룴뱳ꝩꅁꕌ귌맯뫴룴뱳ꝩꪺ껄ꗎ뭐ꭈꗴ띐ꥍ끑립뫴룴뱳ꝩ롳ꑀ볋ꝃꅁ꣤맯뫴룴뱳ꝩꪺ끤띐ꑝ룻ꝃꅃ 뚰롳꓀ꝇ맏43210꓀롳_3-1 3-2 2-3 1-4-3-2-10123끤?맏4-1 뚰롳꓀ꝇ맏 ?닄꒭론ꅂ맯뫴룴뱳ꝩ멁ꯗ꒧ꙕ롳닕꽓뱸꓀꩒ Ꙣꕈ뚰롳꓀꩒녎롳닕꣢멣궱꓀결ꑔ롳꒧ꯡꅁ결ꑆ룑ꚹꑔ귓롳닕꧒꣣ꚳꪺ꽓꧊ꅁ걇꓀ꝏ둎ꑈꑦ꽓뱸ꅂWWW꣏ꗎ뷕걤낵ꕤꓨ뽗ꗟ꧊샋ꥷ샋ꥷꅁ맯뫴룴뱳ꝩ꒧멁ꯗ뫴룴뱳ꝩ뭐꣤ꕌ뱳ꝩ꒧ꓱ룻ꅁꭨꗎ엜늧볆꓀꩒Ꝁ샋ꥷꅃ 59껄ꗎ뭐ꭈꗴ
닄ꕼ뎹ꅂ룪껆꓀꩒ ꑀꅂꑈꑦ꽓뱸 Ꙣ맯뚰롳꓀꩒ꯡꪺꑔ귓롳닕뭐ꙕꑈꑦ엜뚵Ꝁꕤꓨ뽗ꗟ꧊샋ꥷꯡꅝ떲ꩇ꙰ꫭ4-18ꅞꅁ땯뉻ꚹꑔ귓롳닕Ꙣ꧊ꝏ뭐뇐땻ꯗꑗꝥ뉻엣뗛ꪺ깴늧ꅃꙢ꧊ꝏꓨ궱ꅁ롳닕1ꅵ끑립뫴룴뱳ꝩ롳ꅶꪺꡫ꧊ꓱ꣒룻낪ꅁꛓ롳닕3ꅵ맯뫴룴뱳ꝩ멁ꯗ꒤ꗟ롳ꅶꪺꡫꅂꑫꓱ꣒곛럭ꅃꙢ뇐땻ꯗꓨ궱ꅁ롳닕1Ꙣ곣ꡳ꧒ꕈꑗꪺꓱ꣒ꧺ엣룻낪ꅁꑪ뻇녍곬ꪺꓱ꣒룻ꓖꅃꛓ롳닕2롳닕3ꭨꙢ곣ꡳ꧒ꕈꑗꪺꓱ꣒룻ꓖꅁꑪ뻇녍곬ꪺꓱ꣒룻Ꙩꅃ ꫭ4-18 ꙕ롳닕뭐ꑈꑦ엜볆꒧뽗ꗟ꧊샋ꥷꫭ ꑈꑦ엜볆롳 닕 뿯ꓨ귈 뚵 셠?군ꕤ 1 2 3 ꅝP귈ꅞ ꧊ꝏꡫ 94 (%) 61 (%) 62 (%) 217 (%) * ꑫ 46 (%) 38 (%) 62 (%) 146 (%) ꅝꅞ 20랳ꕈꑕ 30 (%) 26 (%) 23 (%) 79 (%) ꙾쓖20 ~30랳 96 (%) 63 (%) 80 (%) 239 (%) ꅝꅞ 30 ~ 40랳 11 (%) 7 (%) 14 (%) 32 (%) 40랳ꕈꑗ 3 (%) 3 (%) 7 (%) 13 (%) 낪꒤(슾) ꕈꑕ 12 (%) 11 (%) 16 (%) 39 (%) * 뇐땻ꯗ ꑪ뻇(녍) 78 (%) 65 (%) 84 (%) 227 (%) ꅝꅞ 곣ꡳ꧒(ꝴ)ꕈꑗ 50 (%) 22 (%) 24 (%) 96 (%) 뻇ꗍ 89 (%) 61 (%) 74 (%) 224 (%) 슾띾 Ꙣ슾 48 (%) 36 (%) 49 (%) 133 (%) ꅝꅞ 깡뫞/ꯝ띾/끨ꗰ 3 (%) 2 (%) 1 (.8%) 6 (%) 셠군 140 (%) 99 (%) 124 (%) 363 (%) 뗹ꅇ* Pꇕ ** Pꇕ *** Pꇕ ꑇꅂWWW뫴룴꣏ꗎ뷕걤 ꚹ뎡ꗷꓱ룻ꑔ귓롳닕ꙢWWW꣏ꗎ롧엧ꅂ뫴룴뱳ꝩ왛곝ꚸ볆쇊ꪫꚸ볆ꑗ걏ꝟꚳ깴늧ꅃꙢꓱ룻꒧ꭥꅁꗽꗎ뚰롳꓀꩒ꪺ꣢뚥걱ꩫ녎WWW꣏ꗎ롧엧꓀결ꝃ꣏ꗎ롧엧뭐낪꣏ꗎ롧엧롳ꅁꚹꑇ롳걏ꕈ놵쒲뫴룴껉뚡뭐ꡃꓑꑗ뫴껉뚡결꓀롳엜볆꣓꓀롳ꅁ꓀롳ꯡ꒧떲ꩇ꙰ꫭ4-19ꅃ 60
닄ꕼ뎹ꅂ룪껆꓀꩒ ꫭ4-19. WWW꣏ꗎ롧엧꓀롳 ꓀롳엜볆 롳닕 ꑈ볆 ꖭꞡ볆 볐럇깴 놵쒲뫴룴껉뚡ꅝ꙾ꅞꝃ롧엧 210 낪롧엧 153 ꡃꓑꑗ뫴껉뚡ꅝꑰ껉ꅞꝃ롧엧 210 .9329 낪롧엧 153 ꓀롳ꯡ맯뫴룴뱳ꝩ멁ꯗꪺ3귓롳닕낵뽗ꗟ꧊샋ꥷꅁ떲ꩇ꙰ꫭ4-20꧒ꗜꅃꗑꫭ꒤ꕩꪾ3귓롳닕ꙢWWW꣏ꗎ롧엧왛곝뫴룴뱳ꝩꚸ볆ꑗꚳ깴늧ꅃ롳닕1ꥍ롳닕ꙢWWW꣏ꗎ롧엧낪ꪺꑈ룻Ꙩꅁꛓ롳닕3ꭨꕈWWW꣏ꗎ롧엧ꝃꪺꑈꙨ볆ꅃꙢ왛곝뫴룴뱳ꝩꚸ볆ꑗꅁ롳닕1녱ꖼꩠ띎륌뫴룴뱳ꝩꥍꑀ귓ꓫ곝꒣꣬ꑀꚸꪺꓱ꣒ꧺ엣룻Ꙩꅁꛓ롳닕2녱ꖼꩠ띎륌뫴룴뱳ꝩ꒧ꓱ꣒돌ꑰꕂꡃꓑꩠ띎뫴룴뱳ꝩꪺꓱ꣒돌낪 ꫭ4-20. ꙕ롳닕뭐WWW꣏ꗎ뷕걤꒧뽗ꗟ꧊샋ꥷꫭ ꑈꑦ엜볆롳 닕 뿯 뚵 셠?군ꕤꓨ귈 1 2 3 ꅝP귈ꅞ WWW꣏ꗎꝃ롧엧 73 (%) 50 (%) 87 (%) 210 (%) * 롧엧 낪롧엧 67 (%) 49 (%) 37 (%) 153 (%) ꅝꅞ 녱ꖼꩠ띎륌 17 (%) 2 (%) 13 (%) 32 (%) * ꑀ귓ꓫ꒣꣬ꑀꚸ 23 (%) 5 (%) 12 (%) 40 (%) ꅝꅞ 왛곝뫴룴뱳ꑪ곹ꑀ귓ꓫꑀꚸ 5 (%) 7 (%) 6 (%) 18 (%) ꝩꚸ볆ꑀ귓ꓫ2ꅂ3ꚸ 11 (%) 6 (%) 12 (%) 29 (%) 곹ꑀ뙧ꑀꚸ 17 (%) 15 (%) 14 (%) 46 (%) ꑀ걐듁꒺라ꚳ둘ꚸ35 (%) 29 (%) 37 (%) 101 (%) 둘ꕇꡃꓑ 32 (%) 35 (%) 30 (%) 97 (%) ꡓꚳ 81 (%) 61 (%) 86 (%) 228 (%) 1ꚸ 15 (%) 11 (%) 18 (%) 44 (%) ꅝꅞ 뫴룴껸뙏ꚸ2ꚸ 9 (%) 9 (%) 9 (%) 27 (%) 볆3ꚸ 14 (%) 4 (%) 2 (%) 20 (%) 4ꚸ 4 (%) 2 (%) 3 (%) 9 (%) 5ꚸ 5 (%) 7 (%) 2 (%) 14 (%) 5ꚸꕈꑗ 10 (%) 5 (%) 4 (%) 19 (%) 셠군 140 (%) 99 (%) 124 (%) 363 (%) ꗑꕈꑗꙕ롳닕Ꙣꑈꑦ엜뚵ꅂWWW꣏ꗎ뷕걤ꪺ꓀꩒ꓱ룻ꕩꪾꅁ롳닕1ꅵ끑립뫴룴뱳ꝩ롳ꅶ꣤뻇뻺Ꙣ곣ꡳ꧒ꕈꑗ꒧ꓱ꣒룻꣤ꕌ꣢롳닕낪ꅁ꧊ꝏꑗꡫꗍꓱ꣒ꓱ롳 61
닄ꕼ뎹ꅂ룪껆꓀꩒ 닕3낪ꅁ뫴룴꣏ꗎ롧엧ꑝꓱ롳닕3낪ꅁ맯뫴룴뱳ꝩꓱ룻꒣라ꕨ곝ꪺꑈꑝꓱ꣤ꕌ꣢롳닕Ꙩꅃ롳닕2ꅵ돟앷뫴룴뱳ꝩ롳ꅶꅁ맯뫴룴뱳ꝩꑝꓱ룻라ꕨꩠ띎ꅁꡃꓑ라ꕨꩠ띎ꪺꑈꓱ꣤ꕌ꣢롳닕낪ꅁ덯롳ꪺ뫴룴꣏ꗎ롧엧ꑝ룻낪ꅁꡫꗍꓱ꣒ꑝꓱ롳닕3Ꙩꅃ롳닕3ꅵ뫴룴뱳ꝩ멁ꯗ꒤ꗟ롳ꅶꅁꚹ롳ꡫꅂꑫꓱ꣒곛럭ꅁ뫴룴꣏ꗎ롧엧룻꣤ꕌ꣢롳닕ꝃꅃ ꑔꅂꙕ롳닕맯뫴룴뱳ꝩ꒧멁ꯗ ꚹ뎡ꗷ걏ꕈꚹꑔ귓롳닕결꓀닕엜볆ꅁ맯뫴룴뱳ꝩ멁ꯗ뙱ꫭꪺ17귓냝뚵낵ANOVA꓀꩒ꅁ굙ꚳ엣뗛깴늧ꙁ뙩ꛦScheffeꙨ궫ꓱ룻ꅃꫭ4-21꒤ꙃꕘꙕ롳닕Ꙣꙕ냝뚵꒧ꖭꞡ볆ꅁꡃ뚵ꖭꞡ곒뭐꒤뚡귈3낵샋ꥷꅁꕈꑆ룑ꙕ롳닕맯뫴룴뱳ꝩꪺ곝ꩫꅃ ꗑꫭ꒤ꕩꪾꅁ롳닕1맯뫴룴뱳ꝩ꒧멁ꯗ결굴궱ꪺꅁꕌ귌꒣뭻결뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩ룪끔ꅁꑝ꒣쒱녯곝꣬뫴룴뱳ꝩ라둲Ꟗꅁ꒣ꕈ뫴룴뱳ꝩꑗꪺ룪끔Ꝁ결냑ꛒꅁ맯뫴룴뱳ꝩ꒧끤띐ꑝ룻꣤ꕌ롳닕낪ꅁ꒣곛ꭈ뫴룴뱳ꝩꅁꑝ꒣쒱녯ꚳ뫴룴뱳ꝩꪺ냓ꭾ믹귈룻낪ꅃꙢ믹껦뭐ꚨꖻꑗꅁ꒣라쒱녯뫴룴뱳ꝩ라ꚳ뱶암ꅃ맯뷖꣓꣮ꥷ덗뵤ꣃ때띎ꢣꅁ맯곛쏶ꩫ덗녪꽐뭻결꒣ꢬꅃ 롳닕2맯뫴룴뱳ꝩꪺ멁ꯗ결ꖿ궱ꪺꅁꕌ귌ꥍ롳닕1곛ꅁ뭻결뫴룴뱳ꝩ꒤뒣꣑ꑆ덜Ꙩ룪끔ꅁ곝뫴룴뱳ꝩꪺ롧엧걏둲Ꟗꪺꅁꑝ녠ꕈ뫴룴뱳ꝩ꒧룪끔낵결쇊ꪫ껉ꪺ냑ꛒꅁ뫴룴뱳ꝩ꒧끤띐ꑝ룻ꝃꅁ곛ꭈ뫴룴뱳ꝩ꧒ꭏ쏒ꪺꭾ뷨ꅁꑝ쒱녯ꚳ뱳ꝩ륌ꪺ냓ꭾ믹귈룻낪ꅃꙢ믹껦뭐ꚨꖻꑗꅁꥍ꣤ꕌ롳닕ꑀ볋ꅁ뭻결꒣라ꚳ뱶암ꅃꙐ볋ꪺꅁ맯뷖꣓굱ꥷ덗뵤ꑝ때띎ꢣꅁ맯곛쏶ꩫ덗ꑝ뭻결꒣ꢬꅃ 롳닕3맯뫴룴뱳ꝩꪺ멁ꯗ걏꒤ꗟꪺꅁꕌ귌ꑝ뭻결뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩꪺ룪끔ꅁ꒣뭻결곝뫴룴뱳ꝩ걏둲Ꟗꪺꅁꑝ꒣ꕈꙢ뫴룴뱳ꝩ꒤꧒곝ꪺ룪끔Ꝁ결쇊ꪫ껉ꪺ냑ꛒꅁ맯뫴룴뱳ꝩ꒧끤띐ꑝ룻ꝃꅃꕌ귌ꑝ꒣곛ꭈ뫴룴뱳ꝩꅁ맯뱳ꝩ꒤꧒ꭏ쏒ꪺꭾ뷨ꥍ껄ꩇꅁꥍ롳닕1ꑀ볋꒣ꭈꗴꅃꥍ꣤ꕌ꣢롳닕ꑀ볋ꅁ뭻결뫴룴뱳ꝩ꒣라뱶 62
닄ꕼ뎹ꅂ룪껆꓀꩒ 암늣ꭾ믹껦ꅁ뭻결꣤ꚨꖻ룻ꝃꅃꕴꕾꑝꙐ볋ꪺ뭻결삳맯뫴룴뱳ꝩ꒧꒺깥쑙ꕛ뱦껖ꅁ맯뷖꣓굱ꥷ덗뵤ꣃ꒣띎ꢣꅁꑝ뭻결ꗘꭥꪺ곛쏶ꩫ덗꒣ꢬꅃ ꫭ4-21. ꙕ롳닕맯뫴룴뱳ꝩ멁ꯗ꒧ꓱ룻 냝ꖭꞡ볆 뚵 롳닕Scheffeꓱ룻 1 롳닕2 롳닕3 1.ꑪ엩ꛓꢥꅁ돟앷뫴룴뱳ꝩ ** ** 2ꇖ3ꇖ1 2.ꑪ뎡ꗷꪺ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩꪺ룪끔 ** ** ** 2ꇖ3ꇖ1 3.꧒곝꣬ꪺꑪꙨ볆뫴룴뱳ꝩ뎣ꕏꑈ쒱녯둲Ꟗ ** ** ** 2ꇖ3ꇖ1 4.녠ꕈ뫴룴뱳ꝩ꒤꧒곝꣬ꪺ룪끔Ꝁ결뿯뻜ꪫꭾꪺ냑ꛒ ** ** ** 2ꇖ1ꇗ3 5.맯꧳ꕈ뫴룴뱳ꝩꝀ결뿯뻜ꪫꭾꪺ냑ꛒꅁ쒱녯ꚳꭈꓟ ** ** ** 2ꇖ1ꇗ3 6.ꑪꙨ볆ꪺ뫴룴뱳ꝩ라엽쒱녯뒼뱺꣼꣬ꑆꭖ끤 ** ** ** 1ꇖ2ꇖ3 7.뫴룴뱳ꝩꪺ꒺깥녠ꕏ쒱녯띐 ** ** ** 1ꇖ2ꇖ3 8.녠쒱녯뫴룴뱳ꝩ라ꗸ맏뭾뻉 ** ** 3ꇖ2ꇖ1 9.ꑀ꿫ꛓꢥꅁ쒱녯ꕩꕈ곛ꭈ뫴룴뱳ꝩ ** ** ** 2ꇖ3ꇖ1 10.뫴룴뱳ꝩ꒤맯늣ꭾ꧒ꭏ쏒ꪺꭾ뷨뭐껄ꩇꅁ덱녠ꥍ맪믚ꑗ곛닅** ** ** 2ꇖ1ꇗ3 11.덺륌뫴룴뱳ꝩ꒤ꪺ륱룜ꥍꙡꝽ쇊ꪫꅁ쒱녯ꯜ꧱ꓟ ** ** 2ꇖ1ꇗ3 12.뫴룴뱳ꝩ라ꭐ꣏늣ꭾ궰믹 1ꇗ2ꇗ3 13.ꚳ뫴룴뱳ꝩꪺ냓ꭾ라ꓱꡓ뱳ꝩꪺ냓ꭾ엽쒱녯ꚳ믹귈 ** * ** 2ꇖ1ꇗ2 14.뫴룴뱳ꝩ라뒣낪늣ꭾꪺꚨꖻ냢믹 ** 1ꇖꇗ2ꇖꇗ3 15.걆ꦲ꒣뚷맯뫴룴뱳ꝩꪺ꒺깥쑙ꕛ뱦껖 ** ** ** 2ꇖꇗ1ꇖꇗ3 16.ꗑ뱳ꝩ곉ꛛꛦ굱ꥷ뫴룴뱳ꝩꪺ덗뵤라ꓱ엽걆ꦲ뒡ꓢꙮ 1ꇗ2ꇗ3 17.뭻결ꗘꭥ걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴땍꒣ꢬ ** ** ** 1ꇖꇗ2ꇖꇗ3 뗹1ꅇꙕ롳닕ꖭꞡ볆뭐꒤뚡귈3Ꝁt샋ꥷꅁ* Pꇕ ** Pꇕ 뗹2ꅇScheffeꙨ궫ꓱ룻꒤ꅁꇖꫭ롳닕뚡ꚳꧺ엣깴늧ꅁꇖꇗꫭ꣢롳뚡때ꧺ엣깴늧ꅁ뭐ꕴꑀ롳닕ꚳꧺ엣깴늧ꅁ꣒1>=2>=3 ꫭ롳닕뭐롳닕3꒧뚡ꚳꧺ엣깴늧ꅁ롳닕2뭐꣤ꕌ롳닕꒧깴늧꒣ꧺ엣 ꕼꅂꙕ롳닕맯뫴룴뱳ꝩ뭐꣤ꕌ뱳ꝩꓱ룻꒧곝ꩫ ꚹ뎡ꗷꑝꙐ볋ꪺꕈꑔ귓롳닕결꓀닕엜볆ꅁ맯뫴룴뱳ꝩ뭐꣤ꕌ뱳ꝩꓱ룻꒧곝ꩫ낵ANOVA꓀꩒ꅁꙃꕘꙕ닕꒧ꖭꞡ볆ꅁ뙩ꛦScheffeꙨ궫ꓱ룻ꥍꙕꖭꞡ볆뭐꒤뚡귈3낵t샋ꥷꅃ 63
닄ꕼ뎹ꅂ룪껆꓀꩒ ꫭ4-22. ꙕ롳닕ꅵ뫴룴뱳ꝩ뭐꣤ꕌ둃엩뱳ꝩ꒧ꓱ룻ꅶ 뫴룴뱳ꝩꓱ륱뗸뱳ꝩ ꖭꞡ볆 롳닕1 롳닕2 롳닕Scheffe샋ꥷ 3 Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ ** 2ꇖꇗ3ꇖꇗ1 Ꙣ앷볖깔볖꧊ꓨ궱 ** ** 2ꇖ3ꇗ1 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ ** ** 1ꇖ2ꇗ3 Ꙣ꒺깥ꪺꕩꭈꯗꑗ ** ** 2ꇖ3ꇗ1 ꙢꝬꓞꑈ빜얥ꓨ궱 ** ** 2ꇖ3ꇗ1 뫴룴뱳ꝩꓱ뱳벽뱳ꝩ Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ * ** ** 2ꇖꇗ3ꇖꇗ1 Ꙣ앷볖깔볖꧊ꓨ궱 ** ** 2ꇖꇗ3ꇖꇗ1 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ ** * 1ꇖ3ꇗ2 Ꙣ꒺깥ꪺꕩꭈꯗꑗ ** ** 2ꇖ3ꇖ1 ꙢꝬꓞꑈ빜얥ꓨ궱 * ** 2ꇗ3ꇖ1 뫴룴뱳ꝩꓱ싸뭸뱳ꝩ Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ ** 2ꇖꇗ3ꇖꇗ1 Ꙣ앷볖깔볖꧊ꓨ궱 ** * 2ꇖꇗ3ꇖꇗ1 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ ** ** 1ꇖꇗ3ꇖꇗ2 Ꙣ꒺깥ꪺꕩꭈꯗꑗ ** ** 2ꇖꇗ3ꇖꇗ1 ꙢꝬꓞꑈ빜얥ꓨ궱 ** * 2ꇖꇗ3ꇖꇗ1 뫴룴뱳ꝩꓱ돸꿈뱳ꝩ Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ ** ** 2ꇖꇗ3ꇖꇗ1 Ꙣ앷볖깔볖꧊ꓨ궱 ** ** 2ꇖꇗ3ꇖꇗ1 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ ** 1ꇖ2ꇗ3 Ꙣ꒺깥ꪺꕩꭈꯗꑗ ** * 2ꇖ3ꇗ1 ꙢꝬꓞꑈ빜얥ꓨ궱 ** 2ꇖ3ꇗ1 뗹1ꅇꙕ롳닕ꖭꞡ볆뭐꒤뚡귈3Ꝁt샋ꥷꅁ* Pꇕ ** Pꇕ 뗹2ꅇScheffeꙨ궫ꓱ룻꒤ꅁꇖꫭ롳닕뚡ꚳꧺ엣깴늧ꅁꇖꇗꫭ꣢롳뚡때ꧺ엣깴늧ꅁ뭐ꕴꑀ롳닕ꚳꧺ엣깴늧 ꗑꫭ4-22꒤ꕩ땯뉻ꅁ롳닕1ꅵ끑립뫴룴뱳ꝩ롳ꅶ뭻결때뷗Ꙣ꒺깥ꪺ둯ꑈ땻ꯗꅂꕩꭈꯗꝬꓞꑈ빜얥ꑗꅁ뫴룴뱳ꝩ곒ꓱ꣤ꕌ둃엩뱳ꝩ깴ꅃ꒣륌ꅁꙢ뫴룴뱳ꝩꪺ앷볖깔볖ꓨ궱ꅁ낣ꑆꓱ륱뗸뱳ꝩ깴꒧ꕾꅁ뭐꣤ꕌ둃엩ꣃ때Ꙩꑪ깴늧ꅃꛓꙢ뫴룴뱳ꝩ뒣꣑룪끔ꪺꕜ꿠ꑗꅁꕌ귌뭻결뫴룴뱳ꝩ쇙ꓱ뱳벽뱳ꝩ꣎ꅃ 롳닕2ꅵ돟띒뫴룴뱳ꝩ롳ꅶꅁꕌ귌곛럭뭻Ꙑ뫴룴뱳ꝩ뒣꣑룪끔ꪺꕜ꿠뭐깔볖ꪺ껄ꩇꅁ뭻결뫴룴뱳ꝩ라Ꝭꓞꑈ빜얥ꅃ꒣륌Ꙣ뫴룴뱳ꝩ꒺깥ꪺ둯ꑈ땻ꯗꕩꭈꯗ 64
닄ꕼ뎹ꅂ룪껆꓀꩒ ꑗꅁꣃꖼ뭻결ꓱ룻ꙮꅃ ꛓ롳닕3ꅵ맯뫴룴뱳ꝩ멁ꯗ꒤ꗟ롳ꅶꅁꚹ롳맯뫴룴뱳ꝩꪺ멁ꯗ꒶꧳ꑗ굺꣢롳꒧뚡ꅃꕌ귌뭻결뫴룴뱳ꝩꙢ뒣꣑룪끔ꑗꅁꓱ뱳벽ꥍ돸꿈뱳ꝩ꣓ꪺꙮꅃꙢ앷볖깔볖꧊ꓨ궱ꅁꕵꓱ륱뗸뱳ꝩ깴ꅁꓱ꣤ꕌ둃엩뱳ꝩꙮꅃ뭻결뫴룴뱳ꝩꪺꕩꭈꯗ룻깴ꅁꙢꓱ룻Ꝭꓞꑈ빜얥ꑗꅁ륱뗸뱳ꝩꓱ룻ꙮꅃ 닄꒻론ꅂ뭐꣤ꕌꓥ쑭꒧ꓱ룻 껚뻚Schlosserꪺ뷕걤ꕘꅁ과냪뫴룴꣏ꗎ맯뫴룴뱳ꝩꪺ멁ꯗꚳ38ꉈ돟앷뫴룴뱳ꝩꅁ28ꉈ꯹꒤ꗟ멁ꯗꅁꛓꚳ35ꉈ꒣돟앷뫴룴뱳ꝩꅃ꣤뱶암뫴룴뱳ꝩ꒧멣궱결뱳ꝩ껄ꗎꅂ끤ꅂꭈꗴꅂ믹껦뭻ꪾ덗뵤ꅃ뱶암멁ꯗ돌Ꙩꪺ꣢귓멣궱꓀ꝏ결뱳ꝩ껄ꗎ뭐끤ꅁ룑쓀뙱꓀ꝏ결43ꉈ뭐2ꉈꅃꙢꙕꝏ뚵ꗘ꒤ꅁ뱶암땻ꯗ돌ꑪꪺ결뱳ꝩ룪끔ꪺ뒣꣑ꅝ볐럇꓆ꭙ볆결.23ꅞꅂ깔볖꧊ꅝ볐럇꓆ꭙ볆결.38ꅞ산ꝕ쇊ꪫꡍ떦ꅝ볐럇꓆ꭙ볆결.22ꅞꅁꚹꑔ뫘ꪺ닖뽮룑쓀뙱결42ꉈꅃ 뭐꒧곛룻ꅁꖻ곣ꡳ뷕걤꒧뫴룴꣏ꗎ맯뫴룴뱳ꝩ꒧멁ꯗꚳꉈ돟앷뫴룴뱳ꝩꅁꉈ꯹꒤ꗟ멁ꯗꅁꛓꚳꉈꪺꑈ꒣돟앷뫴룴뱳ꝩꅁ엣ꗜ냪꒺뫴룴꣏ꗎ맯뫴룴뱳ꝩ꒧멁ꯗꚳ쉉낾Ꙗ굴궱ꅃꖻ곣ꡳ맯뫴룴뱳ꝩ멁ꯗ꒧뱶암멣궱결뱳ꝩ껄ꗎ뭐ꭈꗴꅂ끤ꅂꛛꯟ뭐믹귈ꅂ믹껦뭐덗뵤ꅃ돌궫굮ꪺ뱶암멣궱결뱳ꝩ껄ꗎ뭐ꭈꗴꕈ끤ꅁ뱗ꕛ룑쓀뙱꓀ꝏ결23ꉈ뭐ꉈꅃꙢꙕꝏ뚵ꗘ꒤ꅁꭨꕈ뒣꣑덜Ꙩ룪끔꣣ꚳ엣뗛ꪺ뱶암ꅁ뱗ꕛ룑쓀뙱결㌲ꉈꅁ볐럇꓆ꭙ볆결⸲㤲ꅃ꣤ꚸ결뫴룴뱳ꝩꪺ깔볖꧊ꅂ맯꒺깥ꪺ띐ꭈꗴ띐덯ꑔ뚵ꅁꚹꑔ뚵ꪺ셠Ꙙꪺ뱗ꕛ룑쓀뙱결ㄵ⸲ꉈꅃ ꗑꕈꑗꪺ꣢걱뇔굺ꕩ곝ꕘꅁ냪꒺뫴룴꣏ꗎ맯뫴룴뱳ꝩꓱ과냪뫴룴꣏ꗎꪺ멁ꯗ쇙낾굴궱ꑀ쉉ꅃꛓ꣢뚡ꪺ멣궱ꑝ꒣뫉곛Ꙑꅁ꒣륌ꯜ쏾ꅁ룪끔뒣꣑ꥍ깔볖 65
닄ꕼ뎹ꅂ룪껆꓀꩒ ꧊맯껸뙏ꪺ뫴룴뱳ꝩ멁ꯗꙐ볋꣣ꚳ엣뗛ꪺ뱶암ꅃ 66
닄꒭뎹ꅂ떲뷗뭐ꯘ쒳 닄꒭뎹ꅂ?떲뷗뭐ꯘ쒳 ꖻ곣ꡳꕄ굮ꗘꪺ결뷕걤뫴룴꣏ꗎ맯뫴룴뱳ꝩ꒧멁ꯗꅁꕄ굮뇄ꗎSchlosser맯뱳ꝩ멁ꯗ꒧냝ꣷꅁ슽쒶ꯡ롧ꗽ뻉듺룕꣮ꥷ꒤ꓥ냝ꣷꅁꙢ뫴룴ꑗ꒽뙽뷐뫴룴꣏ꗎꛛꗑ뛱떪ꅁ롧ꗑ닎군꓀꩒ꥍ끑뷗ꅁꖻ뎹녎띊뻣곣ꡳ떲ꩇꅁ뻣뉺꧳ꑕꅃꟆ뇦꿠떹꒩뫴룴뱳ꝩ띾ꑀ냑ꛒꅃ돌ꯡꭨ뮡ꧺꖻ곣ꡳꪺ궭꣮꿊ꖢꅁꣃ뒣꣑ꯡ쓲곣ꡳꯘ쒳ꅃ 닄ꑀ론ꅂ곣ꡳ땯뉻뭐떲뷗 (ꑀ)ꅂꗘꭥ냪꒺뫴룴꣏ꗎ맯뫴룴뱳ꝩ꒧뻣엩멁ꯗ낾굴궱 롧ꗑꖻ곣ꡳ룪껆꓀꩒ꯡ꒧떲ꩇ땯뉻ꅁ냪꒺뫴룴꣏ꗎ맯뫴룴뱳ꝩ꒧멁ꯗꚳꉈ돟앷뫴룴뱳ꝩꅁꉈ꯹꒤ꗟ멁ꯗꅁꛓꚳꉈ꒣돟앷뫴룴뱳ꝩꅃ뻣엩ꛓꢥꅁ뫴룴꣏ꗎꪺ멁ꯗ걏낾굴궱ꪺꅃ쇶ꚳꉈꪺꑈꙐ띎뫴룴뱳ꝩ뒣꣑덜Ꙩ룪끔ꅁꑝꚳꕢ볆ꪺꑈ꒣쒱녯곝꣬뫴룴뱳ꝩꕏꑈ쒱녯둲Ꟗꅁꑝ꒣라ꕈ뫴룴뱳ꝩꝀ결쇊ꪫ껉ꪺ냑ꛒꅃꙢꅵ끤ꅶꓨ궱ꅁ쒱녯라꣼꣬ꭖ끤ꪺꑈꣃ꒣Ꙩꅁ맯꒺깥ꪺ띐땻ꯗꅁꑪꙨꪺꑈꣃ때띎ꢣꅁꛓ쒱녯라꣼꣬뫴룴뱳ꝩ뭾뻉ꪺꅁꭨꚳ㐰⸵ꉈꪺꓱ꣒ꅃꙢꅵꭈꗴꅶꓨ궱ꅁꙨ볆ꪺꑈ꒣곛ꭈ뫴룴뱳ꝩꅁ맯꣤꧒ꭏ쏒ꪺꭾ뷨ꥍ껄ꩇꅁꚳ㐶⸶ꉈ꒣곛ꭈꥍ맪믚ꑗ곛닅ꅁꛓ맯꧳덺륌뫴룴뱳ꝩ꒤ꪺ륱룜ꥍꛭꝽ쇊ꪫꅁꚳ낪륆㜰⸰ꉈꓱ꣒ꪺꑈ쒱녯꒣꧱ꓟꅃꙢꅵ믹껦ꅶꓨ궱ꅁ쒱녯뫴룴뱳ꝩ라ꭐ꣏늣ꭾ궰믹라뒣낪늣ꭾꚨꖻꪺ곝ꩫꪺꑈꅁꖿ궱뎣ꚳꅁꣃ때엣뗛낾Ꙗ걙ꑀꓨꅃꙢ믹귈ꑗꅁꑪꙨꪺꑈ꒣라쒱녯ꚳ뫴룴뱳ꝩ륌ꪺ냓ꭾ둎ꓱ룻ꚳ믹귈ꅃꛓꙢꅵ덗뵤ꅶꓨ궱ꅁꚳ?ꚨꖪꕫꪺ꣼듺쒱녯걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴꒣ꢬꅁꕂ믝맯뫴룴뱳ꝩꪺ꒺깥쑙ꕛ뱦껖ꅁꛜ꧳ꗑ뱳ꝩ곉ꛛꛦ굱 67
닄꒭뎹ꅂ떲뷗뭐ꯘ쒳 ꥷ덗뵤ꗑ걆ꦲ꣓굱ꥷꣃ때꧒뿗ꅃ?ꕴꕾꅁꙢ뭐꣤ꕌ둃엩ꪺꓱ룻ꑗꅁꖭꞡ뭻결뫴룴뱳ꝩ꒺깥ꪺ둯ꑈ땻ꯗꓱ꣤ꕌ둃엩ꪺꙨꅃꙢ룪끔뒣꣑ꓨ궱ꅁ뫴룴뱳ꝩ뭐륱뗸뱳ꝩ싸뭸뱳ꝩ깴꒣Ꙩꅁꓱ뱳벽뭐돸꿈뱳ꝩꙨꅃꙢ깔볖ꓨ궱ꅁ뫴룴뱳ꝩꓱ륱뗸뱳ꝩ깴ꅁꓱ꣤ꕌ둃엩ꙮꅃꙢ꒺깥ꪺꕩꭈꯗꑗꅁ뫴룴뱳ꝩꓱ꣤ꕌ둃엩뱳ꝩ깴ꅁꕵꚳ뭐뱳벽뱳ꝩ곛ꅃ돌ꯡꙢꝬꓞ땻ꯗꑗꅁ뫴룴뱳ꝩꓱ륱뗸뱳ꝩ깴ꅁ뭐뱳벽싸뭸뱳ꝩ깴꒣Ꙩꅁꓱ돸꿈뱳ꝩꙮꅃ (ꑇ)ꅂ뱶암맯뫴룴뱳ꝩ멁ꯗ꒧ꕄ굮ꙝ꿀결뱳ꝩ껄ꗎ뭐ꭈꗴꕈ끤띐 뱶암맯뫴룴뱳ꝩ멁ꯗꪺ돌궫굮꣢귓멣궱결뱳ꝩ껄ꗎ뭐ꭈꗴꕈ끤띐ꅁ뱳ꝩ껄ꗎ뭐ꭈꗴ멣궱ꪺ뱶암땻ꯗ돌ꑪꅁ맯뫴룴뱳ꝩ멁ꯗ결ꖿ궱ꪺ뱶암ꅃ꣤ꕝꝴꑆ뱳ꝩꪺ룪끔뒣꣑ꅂ깔볖꧊ꅂ쇊ꪫ냑ꛒ믹귈ꕈ맯뫴룴뱳ꝩ꒧ꭈꗴꅃꛓ끤띐ꕝꝴ맯뫴룴뱳ꝩꪺ띐ꅂ뭾뻉ꪺ땻ꯗ꣼ꭖ끤ꪺ띐쒱ꅁ맯뫴룴뱳ꝩꪺ멁ꯗ결굴궱ꪺ뱶암ꅃ Ꙣ귓ꝏ뚵ꗘ맯뫴룴뱳ꝩ멁ꯗꪺ뱶암ꓨ궱ꅁꭨꕈ뫴룴뱳ꝩꪺ룪끔뒣꣑뱶암돌ꑪꅁ꣤ꚸ결깔볖꧊ꅂ맯꒺깥ꪺ띐맯뫴룴뱳ꝩꪺ곛ꭈꅁ꣤꒤ꅵ맯꒺깥ꪺ띐ꅶ맯뫴룴뱳ꝩꪺ멁ꯗ뱶암결굴궱ꪺꅁ꣤빬곒결ꖿ궱ꪺ뱶암ꅃ (ꑔ)ꅂ맯뫴룴뱳ꝩ꒧뻣엩멁ꯗꕩ꓀결ꅵ끑립뫴룴뱳ꝩ롳ꅶꅂꅵ돟띒뫴룴뱳ꝩ롳ꅶꕈꅵ맯뫴룴뱳ꝩ멁ꯗ꒤ꗟ롳ꅶ떥ꑔ귓뇚롳 ꚹꑔ롳ꪺ꓀쏾걏롧뚰롳꓀꩒ꛓ녯꒧ꅁ꣤꽓꧊맯뫴룴뱳ꝩꪺ곝ꩫ꙰ꑕꅇ 1. 끑립뫴룴뱳ꝩ롳ꅇ ꚹ롳ꪺ뫴룴뱳ꝩ껄ꗎ뭐ꭈꗴ룻ꝃꅁ끤띐룻낪ꅁ맯뫴룴뱳ꝩ꒧멁ꯗ결굴궱ꅁꡫ꧊ꓱ꣒룻낪ꅁ쓝낪뫴룴꣏ꗎ롧엧롳ꅁ뻇뻺Ꙣ곣ꡳ꧒ꕈꑗꪺꓱ꣒ꓱ꣤ꕌ꣢롳낪ꅁꖭ껉꒣Ꙣꩠ띎뫴룴뱳ꝩꪺꑈꑝꓱ룻Ꙩꅃ 68
닄꒭뎹ꅂ떲뷗뭐ꯘ쒳 ꚹ롳뭻결뫴룴뱳ꝩꙢ뒣꣑룪끔뭐놡돸ꑗꓱ뱳벽꣓ꪺꙮꅁ뭐꣤ꕌ둃엩ꭨ깴꒣ꙨꅃꙢ앷볖깔볖꧊ꓨ궱ꅁꓱ륱뗸뱳ꝩ깴ꅃꙢ꒺깥ꪺ둯ꑈ땻ꯗꑗꅁꭨꓱ꣤ꕌꕼ귓둃엩ꙨꅃꙢ꒺깥ꪺꕩꭈꯗꑗꅁꑝ걏룻꣤ꕌ둃엩깴ꅃꛓꙢꝬꓞꑈ빜얥ꓨ궱ꅁꑝ걏ꓱ룻깴ꅁꕵꚳꥍ돸꿈깴꒣Ꙩꅃ 2. 돟띒뫴룴뱳ꝩ롳ꅇ ꚹ롳ꪺ뱳ꝩ껄ꗎ뭐ꭈꗴ룻낪ꅁ꣤끤띐룻ꝃꅁ맯뫴룴뱳ꝩ꒧멁ꯗ결ꖿ궱ꅁꡫ꧊ꓱ꣒룻낪ꅁꖭ껉녠라ꩠ띎뫴룴뱳ꝩꪺꑈꓱ꣤ꕌ꣢롳Ꙩꅃ ꚹ롳뭻결뫴룴뱳ꝩꙢ뒣꣑룪끔뭐놡돸ꑗꅁ룻꣤ꕌ둃엩뱳ꝩ꣎ꅃꙢ앷볖깔볖꧊ꓨ궱ꅁꭨꥍ륱뗸뱳ꝩ깴꒣ꙨꅃꙢ꒺깥ꪺ둯ꑈ땻ꯗꑗꅁ뫴룴뱳ꝩꓱ륱뗸뱳ꝩꙨꅁꓱ뱳벽뱳ꝩꓖꅃꙢ꒺깥ꪺꕩꭈꯗꑗꅁꓱ뱳벽뱳ꝩꙮꅁ뭐꣤ꕌ둃엩뱳ꝩꭨ깴꒣ꙨꅃꛓꙢꝬꓞꑈ빜얥ꓨ궱ꅁꥍ륱뗸깴꒣Ꙩꅁꓱ꣤ꕌ둃엩뱳ꝩꙮꅃ 3. 맯뱳ꝩ멁ꯗ꒤ꗟ롳ꅇ ꚹ롳ꪺ뱳ꝩ껄ꗎ뭐ꭈꗴ끤띐뎣룻ꝃꅁ맯뫴룴뱳ꝩ꒧멁ꯗ결뉖싸ꅁꡫꅂꑫ꧊ꓱ꣒곛럭ꅁ쓝ꝃ뫴룴꣏ꗎ롧엧롳ꅃ ꚹ롳뭻결Ꙣ뒣꣑룪끔뭐놡돸ꑗ뫴룴뱳ꝩꓱ뱳벽돸꿈꣓ꪺꙮꅁ뭐꣤ꕌ둃엩ꭨ깴꒣ꙨꅃꙢ앷볖깔볖꧊ꓨ궱ꅁꓱ륱뗸뱳ꝩ깴ꅁꓱ꣤ꕌ뱳ꝩꙮꅃꙢ꒺깥ꪺ둯ꑈ땻ꯗꑗꅁꕵꚳꓱ싸뭸뱳ꝩ꣓ꪺꙨꅃꙢ꒺깥ꪺꕩꭈꯗꑗꅁꥍ돸꿈뱳ꝩ깴꒣Ꙩꅁ룻꣤ꕌ둃엩깴ꅃꛓꙢꝬꓞꑈ빜얥ꓨ궱ꅁꭨꓱ륱뗸깴ꅁ꣤ꕌꭨ깴꒣Ꙩꅃ 닄ꑇ론ꅂ맯뫴룴뱳ꝩ맪냈삳ꗎꪺꯘ쒳 ꖻ론뫮Ꙙꭥ굺꒧곣ꡳ떲ꩇꕈꭥ뻉곣ꡳ꒤ꪺ띎ꢣꅁ뒣ꕘꕈꑕ둘쉉ꯘ쒳ꅇ 69
닄꒭뎹ꅂ떲뷗뭐ꯘ쒳 1. 뫴룴뱳ꝩꪺ룪끔뒣꣑걏뱶암맯뫴룴뱳ꝩ멁ꯗ돌궫굮ꪺꙝ꿀ꅁꗑ꧳뫴룴뱳ꝩꪺ뙱ꓓꙨꅁꕂ녠녠꒣닅Ꙙ뫴룴꣏ꗎꪺ믝굮ꅁꙝꚹ삳뗛궫Ꙣ귓ꑈ꓆ꪺ뱳ꝩꅁ엽꣏ꗎ걄뿯ꛛꑶ띑곝ꪺ뱳ꝩ쏾ꮬꅁ륌쉯놼꒣ꖲ굮ꪺ뱳ꝩ룪끔ꅃ 2. 룵ꕘꚡꪺ뗸떡뱳ꝩꅁꗑ꧳라ꧬ멃뫴룴덳뵵덴ꯗꅁ녪궢꣏ꗎ왛곝ꅁ꣏녯깥꧶엽꣏ꗎ쒱녯둯끤ꅃꗑ꧳ꑪꙨ볆ꪺꑈ곒끑립ꚹ쏾ꮬ뱳ꝩꅁꑪꙨꙢ맏껗ꑕ룼ꞹꚨꭥ둎녎꣤쏶뎬ꅁꙝꚹꚹ쏾ꮬꪺ뱳ꝩ껄ꩇꑝ둎ꑪꖴꚩꅃ 3. ꗘꭥ냪꒺뫴룴꣏ꗎ맯뫴룴뱳ꝩꪺ곛쏶ꩫ덗ꅁ꒴뭻결곛럭꒣ꢬꅁꓗ꣤Ꙣ껸뙏ꭏ앀ꅂ뫴룴ꛢ놡ꅂ볉ꑏꪺꢾ뵤ꑗ삳Ꙩꕛ덗뵤ꅃ 4. ꗘꭥ뫴룴꣏ꗎ맯뫴룴쇊ꪫ꒴곛럭꒣꧱ꓟꅁꕄ굮ꪺ귬ꙝ꣓ꛛ꧳뫴룴ꙷꗾꑗꪺ뫃뱻ꅃ굙꿠껸낣껸뙏맯덯ꓨ궱ꪺ뫃뱻ꅁ럭꿠ꚳ껄ꪺ뒣낪뱳ꝩ껄ꩇꅃ 닄ꑔ론ꅂ곣ꡳ궭꣮뭐ꯡ쓲곣ꡳꯘ쒳 ꖻ곣ꡳ돌ꑪꪺ궭꣮Ꙣ꧳꣏ꗎ뫴룴뷕걤ꩫ꣓뙩ꛦ뷕걤ꅁꗑ꧳뫴룴뷕걤ꩫꖻꢭ꧒꣣ꚳꪺ볋ꖻꕎꫭ꧊꿊뎴ꅁ꣏녯ꖻ곣ꡳ꒧뇀뷗꣼꣬궭꣮ꅃ꙰ꩇ꿠ꕈ꣤ꕌ룪껆ꚬ뚰ꓨꚡꙐꡂ뷕걤ꅁꙁꝀꓱ룻꓀꩒ꅁꕩ꿠녯ꕈ늣ꗍ룻꣎ꪺ껄ꩇꅃ ꚹꕾꅁSchlosser꒧냝ꣷꗑ꒭귓멣궱닕ꚨꅁꖻ곣ꡳ꣏ꗎ놴꿁꧊ꙝ꿀꓀꩒ꅝExploratory Factor Analysisꅞꯡ녯꣬5귓ꙝ꿀ꥍ귬멣궱꒣Ꙑꅁꗑ꧳귬뷗ꓥꣃꡓꚳꝀꙝ꿀꓀꩒ꕈ뵔뭻멣궱꒧껄ꯗꅁ때ꩫ녯ꕈꓱ룻멣궱ꇐ엜볆뚡꒧쎭ꥷ땻ꯗꅁꯡ쓲곣ꡳ낣ꑆꕩꕈ꛵ꕈ꣤ꕌ룪껆ꓨꚡꅝ꙰뙬녈냝ꣷe-mailꅞꅁꙁꕛꝀ뵔ꥷ꧊ꙝ꿀꓀꩒ꅝConfirmatory Factor Analysisꅞꕈ듺룕Schlosser꒧멣궱ꭈꅂ껄ꯗꅃ 70
냑ꛒꓥ쑭 냑ꛒꓥ쑭 ꒤ꓥ뎡ꗷ ꓽꗛ땦ꅩꗁ73ꅪꅁꅵ륱뗸뱳ꝩ꒧곣ꡳꅶꅁ띳뭄뻇곣ꡳꅁ닄24듁ꅁ12ꓫꅁ161-208궶ꅃ Ꝥꧺ뚩ꅩꗁ89ꅪꅁꅵSPSS닎군삳ꗎ맪냈ꅶꅁ꩑녞껑ꞽꅃ Ꟶꖭꅩꗁ87ꅪꅁꅵ꥟앝꾸슲꒶ꅶꅁ꥟앝꾸꒧꒺뎡룪껆 ꥐꟓ뺱ꅩꗁ87ꅪꅁꅵ뫴룴볐썄뱳ꝩ껄ꩇ뿅뙱뭐ꛦ결뱶암볒ꚡ꒧놴끑ꅶꅁ냪ꗟ뭏왗곬ꑪ뻇뫞뉺덎곣ꡳ꧒ꗸ띾뫞뉺뻇땻ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 걉ꓟ뱺ꅩꗁ88ꅪꅁꅵ뱳ꝩꕄ뙒꣬꒰믲ꅈ뫴룴둃엩ꪺ군뙏끧ꯤꅶꅁ뱳ꝩ싸뭸ꅁ1ꓫꅃ 덜ꕀꅩꗁ87ꅪꅁꅵ뫴룴뱳ꝩ껄ꩇ꒧곣ꡳ-맯꒣Ꙑ꣏ꗎ쏾ꮬ뭐꒣Ꙑ뫴꾸쏾ꮬ꒧놴끑ꅶꅁ냪ꗟꕸ왗곬ꑪ뻇뫞뉺곣ꡳ꧒룪끔뫞뉺뻇땻ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 뛀ꭔ굞ꅩꗁ87ꅪꅁꅵꙨ엜뙱꓀꩒ꅶꅁ꒤냪롧샙곣ꡳ꧒ꕘꪩꅃ 램꒤ꅩꗁ83ꅪꅁꅵ뱳ꝩꪺꓟ뉺귬뉺ꅶꅁ뮷걹ꕘꪩ꒽ꕱ 램ꦾꑴꅩꗁ86ꅪꅁꅵ꙰꛳듺뙱뫴룴뱳ꝩꪺ껄ꩇꅶꅁ1997륱ꑬ냓냈꽓ꕚꅁ룪끔뭐륱뢣싸뭸ꅁ3ꓫꅃ 램ꦾꑴꅩꗁ86ꅪꅁꅵ뫴믚뫴룴껉ꕎꑕꪺꛦ빐곣ꡳꅶꅁ룪끔뭐륱뢣싸뭸ꅁ9ꓫꅁ궶64-68ꅃ 램뱺곂ꅩꗁ85ꅪꅁꅵꗁ늳맯륱뗸뱳ꝩ꒧멁ꯗꅶꅁ냪ꗟꗦ덱ꑪ뻇뫞뉺곬뻇곣ꡳ꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 뮯뚮쑒ꅩꗁ83ꅪꅁꅵ륱뢣놡맒ꪺꑈ믚랾덱뭐ꅹꑈ뻷ꅺ꒬냊ꪺ뱦ꯤꅶꅁ닄ꕼꦡ륱뗸륱뱶뿽뱶냪믚뻇덎라쒳뷗ꓥ뚰ꅁ궶109-131ꅃ 뱂볝ꟓ떥ꅩꗁ81ꅪꅁꅵ뱳ꝩ뻇ꅶꅁ냪ꗟ꒤ꑪ뻇ꗎ껑ꅃ 뽣뙩뷥ꅩꗁ78ꅪꅁꅵ뭏왗걆냓싸뭸얪꒧ꗍ겡ꮬ멁뭐뱳ꝩ멁ꯗ곣ꡳꅶꅁ냪ꗟꕸ왗ꑪ뻇냓뻇곣ꡳ꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 굞ꓥ뎡ꗷ Alwitt, L. & Prabhaker, P. R. (1992), “Functional and belief dimensions of attitudes to television advertising: implications for copytesting,” Journal of Advertising Research, September-October, -42. Andrews, J. C. (1989), “The dimensionality of beliefs toward advertising in general,” Journal of Advertising, (18:1), -35. Banes, M. (1982), “Public attitudes to advertising,” Journal of Advertising, 1, 71
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뿽 뿽ꅇꖿꚡ뷕걤꒧냝ꣷ 맯뫴룴뱳ꝩ꒧뗻믹 뷕걤냝ꣷ †덯걏ꑀꗷ녺맯뫴룴뱳ꝩ곝ꩫꥍ띐쒱ꪺ냝ꣷ뷕걤ꅃꙢ덯ꗷ냝ꣷ꒤ꅁꅵ뫴룴뱳ꝩꅶ꩸ꑀ꓁녺꣏ꗎ륱뢣껉ꅁꙢInternetꑗ곝꣬ꪺ꧒ꚳ륱ꑬ뱳ꝩꅁ덯ꕝꝴꑆWWWꅂ륱ꑬ뙬ꗳꥍBBS 떥떥ꮬ멁ꅃ 닄ꑀ뎡ꗷꅇꋥꋥꋥ꣏ꗎ뷕걤 ꑀꅂ뷐냝녺놵쒲뫴믚뫴룴ꚳꙨꑛꑆꅈ nmlkjꖼ몡1꙾ nmlkj1꙾ꕈꑗ~ꖼ몡2꙾ nmlkj2꙾ꕈꑗ~ꖼ몡3꙾ nmlkj3꙾ꕈꑗ~ꖼ몡4꙾ nmlkj4꙾ꕈꑗ~ꖼ몡5꙾ nmlkj5꙾ꕈꑗ ꑇꅂ녺ꡃꓑꖭꞡ곹ꫡꙨꓖ껉뚡ꑗ뫴믚뫴룴ꅈ nmlkjꕢꑰ껉ꕈꑕ nmlkjꕢꑰ껉ꇣꊰꑰ껉 nmlkjꊰꑰ껉ꇣꊰ귓ꕢꑰ껉 nmlkjꊰ귓ꕢꑰ껉ꇣꊱꑰ껉 nmlkjꊱꑰ껉ꇣꊲꑰ껉 nmlkjꊲꑰ껉ꇣꊳꑰ껉 nmlkjꊳꑰ껉ꇣꊴꑰ껉 nmlkjꊴꑰ껉ꕈꑗ ? ꑔꅂ녺ꑗ뫴ꕄ굮ꪺ겡냊결꛳ꅈꅝꕩ뷆뿯ꅞ gfedc쉳쓽ꇾ걤룟룪끔 gfedcꚬ땯Email gfedcꚬ곝띳뭄 gfedc뵵ꑗ뻇닟 gfedc닡ꓑꅂꗦ gfedcꪱ뵵ꑗ륃삸 gfedcꑵꝀ믝굮 gfedc뫴룴쇊ꪫ gfedcꑕ룼덮엩 gfedc꣤ꕌ ꕼꅂ녺ꖭꞡꙨꑛ라ꕨꩠ띎ꑀꑕ뫴룴뱳ꝩꅈꅝꛜꓖ라ꕨ땹띌ꩠ뗸ꑀꑕꅁ꒣ꑀꥷ굮ꕨ쉉뿯ꅞ nmlkj녱ꖼꩠ띎륌 nmlkjꑀ귓ꓫ꒣꣬ꑀꚸ nmlkjꑪ곹ꑀ귓ꓫꑀꚸ nmlkjꑀ귓ꓫ2ꅂ3ꚸ nmlkj곹ꑀ뙧ꑀꚸ nmlkjꑀ걐듁꒺라ꚳ둘ꚸ nmlkj둘ꕇꡃꓑ ꒭ꅂ꛳뫘뫴룴뱳ꝩꚡ꿠냷Ꝭꓞ녺ꅈꅝꕩ뷆뿯ꅞ gfedc뻮둔ꚡ뱳ꝩ gfedcꓥ꙲ꚡ뱳ꝩ gfedc냊땥뱳ꝩꚡ gfedc룵ꕘ뗸떡ꚡ뱳ꝩ gfedc뒡벷ꚡ뱳ꝩ gfedc뙬ꗳꚡ뱳ꝩ gfedc꣤ꕌꅝ뷐뛱뱧ꅞ ꒻ꅂ꛳뫘뫴룴뱳ꝩꚡ라엽녺띐꣬끑립ꅈꅝꕩ뷆뿯ꅞ gfedc뻮둔ꚡ뱳ꝩ gfedcꓥ꙲ꚡ뱳ꝩ gfedc냊땥뱳ꝩꚡ gfedc룵ꕘ뗸떡ꚡ뱳ꝩ gfedc뒡벷ꚡ뱳ꝩ gfedc뙬ꗳꚡ뱳ꝩ gfedc꣤ꕌꅝ뷐뛱뱧ꅞ ꑃꅂ륌ꕨꑀ꙾꒤녺뒿덺륌뫴룴껸뙏Ꙩꓖꚸꅈ I
뿽 닄ꑇ뎡꓀ꅇ맯뫴룴뱳ꝩ꒧ꑀ꿫멁ꯗ †ꕈꑕꙕ썄걏띑굮셁룑녺맯뫴룴뱳ꝩꪺ곝ꩫꅁꡃꑀ썄ꣃ때볐럇떪껗ꅁ뷐녺둎귓ꑈꪺ롧엧띐쒱ꅁ쉉뿯빁럭ꪺ떪껗ꅃ ꭄ 녠 ꒣ 때ꭄ Ꙑ 녠 ? ꒣ Ꙑ 띎 Ꙑ 띎 ꢣ띎 Ꙑ 띎띎 1. ꑪ엩ꛓꢥꅁ돟앷뫴룴뱳ꝩ nmlkj nmlkj nmlkj nmlkj nmlkj 2. ꑪ뎡ꗷꪺ뫴룴뱳ꝩ뒣꣑ꑆ덜Ꙩꪺ룪끔 nmlkj nmlkj nmlkj nmlkj nmlkj 3. ꧒곝꣬ꪺꑪꙨ볆뫴룴뱳ꝩ뎣ꕏꑈ쒱녯둲Ꟗ nmlkj nmlkj nmlkj nmlkj nmlkj 4. 녠ꕈ뫴룴뱳ꝩ꒤꧒곝꣬ꪺ룪끔Ꝁ결뿯뻜ꪫꭾꪺ냑ꛒ nmlkj nmlkj nmlkj nmlkj nmlkj 5. 맯꧳ꕈ뫴룴뱳ꝩꝀ결뿯뻜ꪫꭾꪺ냑ꛒꅁ쒱녯ꚳꭈꓟ nmlkj nmlkj nmlkj nmlkj nmlkj 6. ꑪꙨ볆ꪺ뫴룴뱳ꝩ라엽쒱녯뒼뱺꣼꣬ꑆꭖ끤 nmlkj nmlkj nmlkj nmlkj nmlkj 7. 뫴룴뱳ꝩꪺ꒺깥녠ꕏ쒱녯띐 nmlkj nmlkj nmlkj nmlkj nmlkj 8. 녠쒱녯뫴룴뱳ꝩ라ꗸ맏뭾뻉 nmlkj nmlkj nmlkj nmlkj nmlkj ꭄ 녠 ꒣ 때ꭄ Ꙑ 녠? ꒣ Ꙑ 띎 ꙐꙐ 띎 ꢣ띎 띎띎 9. ꑀ꿫ꛓꢥꅁ쒱녯ꕩꕈ곛ꭈ뫴룴뱳ꝩ nmlkj nmlkj nmlkj nmlkj nmlkj 10. 뫴룴뱳ꝩ꒤맯늣ꭾ꧒ꭏ쏒ꪺꭾ뷨뭐껄ꩇꅁ덱녠ꥍ맪믚ꑗnmlkj nmlkj nmlkj nmlkj nmlkj 곛닅 11. 덺륌뫴룴뱳ꝩ꒤ꪺ륱룜ꥍꙡꝽ쇊ꪫꅁ쒱녯ꯜ꧱ꓟ nmlkj nmlkj nmlkj nmlkj nmlkj 12. 뫴룴뱳ꝩ라ꭐ꣏늣ꭾ궰믹 nmlkj nmlkj nmlkj nmlkj nmlkj 13. ꚳ뫴룴뱳ꝩꪺ냓ꭾ라ꓱꡓ뱳ꝩꪺ냓ꭾ엽쒱녯ꚳ믹귈 nmlkj nmlkj nmlkj nmlkj nmlkj 14. 뫴룴뱳ꝩ라뒣낪늣ꭾꪺꚨꖻ냢믹 nmlkj nmlkj nmlkj nmlkj nmlkj 15. 걆ꦲ꒣뚷맯뫴룴뱳ꝩꪺ꒺깥쑙ꕛ뱦껖 nmlkj nmlkj nmlkj nmlkj nmlkj 16. ꗑ뱳ꝩ곉ꛛꛦ굱ꥷ뫴룴뱳ꝩꪺ덗뵤라ꓱ엽걆ꦲ뒡ꓢꙮ nmlkj nmlkj nmlkj nmlkj nmlkj 17. 뭻결ꗘꭥ걆ꦲ맯뫴룴뱳ꝩꪺꩫ덗꒴땍꒣ꢬ nmlkj nmlkj nmlkj nmlkj nmlkj ? II
뿽 닄ꑔ뎡꓀ꅇ뫴룴뱳ꝩ뭐꣤ꕌ뱳ꝩ꒧ꓱ룻 †뷐Ꙣꑕꙃꙕ썄꒤ꅁ둎녺ꪺ띐쒱ꅁ꓄뿯뫴룴뱳ꝩ뭐ꕴꑀ쏾뱳ꝩ꒧ꓱ룻떲ꩇꅃ ꓖ ꓖ ꑪ Ꙩ Ꙩ ? ? 교 ? ? . 뫴룴뱳ꝩꓱ륱뗸뱳ꝩꅇ ꯜ ꑀ ? ꑀ ꯜ ? ? 곛 ? ? Ꙩ 쉉 Ꙑ 쉉 Ꙩ 1. Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 2. Ꙣ앷볖깔볖꧊ꓨ궱 nmlkj nmlkj nmlkj nmlkj nmlkj 3. 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 4. Ꙣ꒺깥ꪺꕩꭈꯗꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 5. ꙢꝬꓞꑈ빜얥ꓨ궱 nmlkj nmlkj nmlkj nmlkj nmlkj ꓖ ꓖ ꑪ Ꙩ Ꙩ ? ? 교 ? ? . 뫴룴뱳ꝩꓱ뱳벽뱳ꝩꅇ ꯜ ꑀ ? ꑀ ꯜ ? ? 곛 ? ? Ꙩ 쉉 Ꙑ 쉉 Ꙩ 1. Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 2. Ꙣ앷볖깔볖꧊ꓨ궱 nmlkj nmlkj nmlkj nmlkj nmlkj 3. 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 4. Ꙣ꒺깥ꪺꕩꭈꯗꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 5. ꙢꝬꓞꑈ빜얥ꓨ궱 nmlkj nmlkj nmlkj nmlkj nmlkj ꓖ ꓖ ꑪ Ꙩ Ꙩ ? ? 교 ? ? . 뫴룴뱳ꝩꓱ싸뭸뱳ꝩꅇ ꯜ ꑀ ? ꑀ ꯜ ? ? 곛 ? ? Ꙩ 쉉 Ꙑ 쉉 Ꙩ 1. Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 2. Ꙣ앷볖깔볖꧊ꓨ궱 nmlkj nmlkj nmlkj nmlkj nmlkj 3. 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 4. Ꙣ꒺깥ꪺꕩꭈꯗꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 5. ꙢꝬꓞꑈ빜얥ꓨ궱 nmlkj nmlkj nmlkj nmlkj nmlkj ꓖ ꓖ ꑪ Ꙩ Ꙩ ? ? 교 ? ? . 뫴룴뱳ꝩꓱ돸꿈뱳ꝩꅇ ꯜ ꑀ ? ꑀ ꯜ ? ? 곛 ? ? Ꙩ 쉉 Ꙑ 쉉 Ꙩ 1. Ꙣ뒣꣑룪끔ꥍ놡돸ꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 2. Ꙣ앷볖깔볖꧊ꓨ궱 nmlkj nmlkj nmlkj nmlkj nmlkj 3. 둎꒺깥ꪺ둯ꑈ땻ꯗꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 4. Ꙣ꒺깥ꪺꕩꭈꯗꑗ nmlkj nmlkj nmlkj nmlkj nmlkj 5. ꙢꝬꓞꑈ빜얥ꓨ궱 nmlkj nmlkj nmlkj nmlkj nmlkj III
뿽 ? 닄ꕼ뎡ꗷꅇ곝ꩫ뭐ꯘ쒳 †뷐녺둎꦳ꑕꪺ냝썄ꅁ땯ꫭ녺ꪺ곝ꩫꥍꢣ룑ꅁ쇂쇂ꅉꅉ ꆷ냝썄ꅇ뷐냝녺뫴룴뱳ꝩꪺ땯깩ꭥ뒺꙰꛳ꅈꗘꭥꪺ뫴룴뱳ꝩ꿠냷Ꝭꓞ녺ꪺꩠ띎뛜ꅈ 녺쒱녯돌ꕄ굮ꪺꙝ꿀결꛳ꅈ †† ? 닄꒭뎡ꗷꅇ귓ꑈ냲ꖻ룪껆 †뷐뇐녺ꑀ귓ꑈ냲ꖻ룪껆ꅁ덯룪껆ꕵ걏Ꝁ결닎군꓀꩒꒧ꗎꅁ떴꒣맯ꕾ꒽뙽ꅁ뷐ꙷꓟ뛱떪ꅁ쇂쇂녺ꪺꙘꝀꅃ 녺ꪺ꧊ꝏ††?nmlkjꡫ††nmlkjꑫ 녺ꪺ꙾쓖††?뷐뿯뻜 녺ꪺ뇐땻ꯗ†?뷐뿯뻜 녺ꗘꭥ슾띾††뷐뿯뻜 녺ꡃꓫꖭꞡꚬꑊ†뷐뿯뻜 녺ꪺE-MailꙡꝽ †ꅝ꒤볺덱ꪾꗎꅁ뷐냈ꖲ뛱뱧ꅞ †쇂쇂녺ꪺ냑뭐ꅁ뷐ꙁꚸ뵔ꥷꑷ뛱떪ꞹ뻣ꅁꣃ꾬녺ꦯ륂꒤볺ꅉ 뛱ꞹ끥ꕘ궫띳뛱뱧 IV
