뷗ꓥꗘꚸ 닄ꑀ뎹?뫼뷗...........................................................................................................................................................1 닄ꑀ론?곣ꡳ굉뒺.............................................................................................................................................1 닄ꑇ론?곣ꡳ냊뻷.............................................................................................................................................2 닄ꑔ론?곣ꡳꗘꪺ.............................................................................................................................................3 닄ꕼ론?곣ꡳꡂ왊.............................................................................................................................................4 닄ꑇ뎹?ꓥ쑭놴끑..................................................................................................................................................5 닄ꑀ론?뫴룴뱳ꝩ땯깩랧ꩰ............................................................................................................................5 닄ꑇ론?곣ꡳ걛멣냲슦.....................................................................................................................................9 닄ꑔ론?둃꒶꽓꧊...........................................................................................................................................13 닄ꕼ론?뱳ꝩ뙄ꡄ...........................................................................................................................................24 닄꒭론?늣ꭾ꽁ꑊ...........................................................................................................................................27 닄꒻론?뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗ뚡ꪺ쏶셰..............................................................................................30 닄ꑃ론?멁ꯗꪺꥷ롱뭐뿅뙱.........................................................................................................................32 닄ꑔ뎹 곣ꡳꓨꩫ...............................................................................................................................................38 닄ꑀ론?곣ꡳ걛멣뭐ꓨꩫ.............................................................................................................................38 닄ꑇ론?곣ꡳ엜볆ꪺ뻞Ꝁꮬꥷ롱뭐뿅뙱...................................................................................................40 닄ꑔ론?곣ꡳ낲뮡...........................................................................................................................................45 닄ꕼ론?냝ꣷ덝군...........................................................................................................................................46 닄꒭론?ꭈꯗ뭐껄ꯗ......................................................................................................................................50 닄꒻론?맪엧덝군...........................................................................................................................................52 닄ꑃ론?맪엧ꡂ왊...........................................................................................................................................62 닄ꑋ론?꓀꩒ꓨꩫ...........................................................................................................................................63 닄ꕼ뎹?룪껆꓀꩒...............................................................................................................................................64 닄ꑀ론?꓀꩒꒺깥...........................................................................................................................................64 닄ꑇ론?꓀꩒떲ꩇ...........................................................................................................................................64 닄꒭뎹?떲뷗뭐ꯘ쒳...........................................................................................................................................88 닄ꑀ론?곣ꡳ땯뉻...........................................................................................................................................88 닄ꑇ론?곣ꡳ떲뷗...........................................................................................................................................91 닄ꑔ론?곣ꡳ끞쑭...........................................................................................................................................94 닄ꕼ론?곣ꡳ궭꣮...........................................................................................................................................94 닄꒭론?ꯡ쓲곣ꡳꯘ쒳..................................................................................................................................95 냑ꛒꓥ쑭.................................................................................................................................................................97 뿽........................................................................................................................................................................102 뿽ꑀꅇ맪엧냝ꣷ..........................................................................................................................................102 뿽ꑇꅇ맪엧뱳ꝩ..........................................................................................................................................113 I
맏ꫭꗘꚸ 맏1- 1?곣ꡳꡂ왊....................................................................................................................................................4 맏2- 1?E. K. B. 볒ꚡ..........................................................................................................................................10 맏2- 2?HOVLAND & JANISꪺ랾덱뮡ꩁ볒ꚡ..................................................................................................12 맏2- 3?ꖭ궱둃엩뭐뫴룴둃엩ꪺꛦ빐ꕜ꿠ꓱ룻맏........................................................................................16 맏2- 4?ꕈꛦ빐ꗘ볐결냏꓀냲슦ꪺ둃엩꓀ꖬ맏............................................................................................16 ꫭ2- 1?ꑪ늳둃엩뭐꒬냊둃엩ꪺꓱ룻..............................................................................................................17 맏2- 5?ꑪ늳둃엩볒ꚡ.........................................................................................................................................19 맏2- 6?ꑈ믚뭐륱뢣꒤꒶뛇벽볒ꚡ...................................................................................................................19 맏2- 7?뙗둃엩륱뢣뫴룴둃엩볒ꚡ...................................................................................................................20 맏2- 8?뱳ꝩ띐꧊떦늤뭐뉺꧊떦늤꒧ꓱ룻.....................................................................................................25 ꫭ2- 2?ꕼ뫘쇊뙒ꛦ결.........................................................................................................................................28 ꫭ2- 3?FCB 볒ꚡ................................................................................................................................................30 맏2- 9?ROSENBERG & HOVLANDꪺ멁ꯗ랧꧀맏...........................................................................................32 맏2- 10?놡띐신늾낲뮡ꅝAFFECT TRANSFER HYPOTHESISꅑATHꅞ.........................................................34 맏2- 11?싹궫꒤꒶낲뮡ꅝDUAL MEDIATION HYPOTHESISꅑDMHꅞ.........................................................34 맏2- 12?ꗦ꒬꒤꒶낲뮡ꅝRECIPROCAL MEDIATION HYPOTHESISꅑRMHꅞ.............................................35 맏2- 13?뽗ꗟ뱶암낲뮡ꅝINDEPENDENT INFLUENCES HYPOTHESISꅑIIHꅞ.............................................35 맏3- 1?ꖻ곣ꡳ왛꧀꧊걛멣................................................................................................................................39 ꫭ3- 1?둃꒶꽓꧊ꪺ뻞Ꝁ꓆뚵ꗘ.......................................................................................................................40 ꫭ3- 2?뭻ꪾ궷껦꒧ꅵ뭻ꪾ믝ꡄꅶ뙱ꫭꭈꯗ꓀꩒떲ꩇ...............................................................................51 ꫭ3- 3?냝ꣷ냑ꛒꓥ쑭꣓랽뭐ꭥ듺꒧ꭈꯗꅂ껄ꯗ샋엧셠띊뻣..................................................................51 ꫭ3- 4?ꖻ곣ꡳ맪엧덝군뭐ꑑꑇ닕맪엧뱳ꝩ떦늤맪엧ꕎ뵘..................................................................52 ꫭ3- 5?PII뙱ꫭ꒤굞맯럓..................................................................................................................................54 맏3- 2?ꖻ곣ꡳꙕ뚵륷룕늣ꭾ꽁ꑊꯗꖭꞡ귈.................................................................................................55 ꫭ3- 6?맪엧늣ꭾꪺꥒꙗ....................................................................................................................................55 ꫭ3- 7?맪엧늣ꭾꪺ뙄ꡄ뭐쓝꧊띦끴..............................................................................................................56 ꫭ3- 8?ꑑꑇꭨ뱳ꝩ떦늤닕Ꙙ꒧볋ꖻꑈ볆.....................................................................................................60 ꫭ3- 9?볋ꖻꪺ귓ꑈ꽓뷨엜뚵닎군떲ꩇ..........................................................................................................60 ꫭ3- 10?ꖻ곣ꡳ뇄ꗎ꒧닎군ꓨꩫꑀ쓽ꫭ.......................................................................................................63 ꫭ4- 1?뙄ꡄ샋ꥷ꒧ꗦꑥ꓀꩒ꚸ볆ꫭ..............................................................................................................65 ꫭ4- 2?ꕤꓨ샋ꥷ떲ꩇ.........................................................................................................................................65 ꫭ4- 3?뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꪺPEARSON CORRELATIONꓱ룻ꫭ.............................................................65 ꫭ4- 4?ꑔ귓ꕄ굮ꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒.......................................................................66 ꫭ4- 5?꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ닕Ꙙ맯꧳뱳ꝩ멁ꯗꪺT샋ꥷ떲ꩇ.....................................................67 맏4- 1?꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ맯꧳뱳ꝩ멁ꯗꪺꖭꞡ귈ꓱ룻.............................................................68 ꫭ4- 6?꧊ꝏ뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒..................................................................69 II
ꫭ4- 7?Ꙣ꒣Ꙑ꧊ꝏꑕꅁ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꗦ꒬Ꝁꗎ 맯꧳뱳ꝩ멁ꯗꪺMANOVA샋ꥷ떲ꩇ띊뻣.........................................................................................................................................................................70 ꫭ4- 8?ꡫ꧊Ꙣ꒣Ꙑ늣ꭾ꽁ꑊꑕꅁ꒣Ꙑ둃꒶꽓꧊꒧뚡 맯꧳뱳ꝩ멁ꯗꪺT샋ꥷ떲ꩇ........................70 맏4- 2?ꡫ꧊맯꧳꒣Ꙑ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꪺ뱳ꝩ멁ꯗꖭꞡ귈ꓱ룻....................................................71 ꫭ4- 9?뇐땻ꯗ뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒.........................................................71 ꫭ4- 10?꒣Ꙑ뇐땻ꯗꅁ꒣Ꙑꪺ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꗦ꒬Ꝁꗎ 맯꧳뱳ꝩ멁ꯗꪺMANOVA샋ꥷ떲ꩇ띊셠.......................................................................................................................................................72 ꫭ4- 11?ꑪ녍뇐땻ꯗꙢ꒣Ꙑ뱳ꝩ뙄ꡄꑕꅁ꒣Ꙑ둃꒶꽓꧊ 맯꧳뱳ꝩ멁ꯗꪺT샋ꥷ떲ꩇ.........72 맏4- 3?ꑪ녍뇐땻ꯗ맯꧳꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꪺ뱳ꝩ멁ꯗꖭꞡ귈ꓱ룻..............................73 ꫭ4- 12?꙾쓖뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒................................................................73 ꫭ4- 13?Ꙣ꒣Ꙑ꙾쓖뱨ꑕꅁ늣ꭾ꽁ꑊ뭐뱳ꝩ뙄ꡄꗦ꒬Ꝁꗎ 맯꧳뱳ꝩ멁ꯗꪺMANOVA샋ꥷ떲ꩇ띊셠................................................................................................................................................................75 ꫭ4- 14?46-50랳Ꙣ꒣Ꙑ늣ꭾ꽁ꑊꑕꅁ꒣Ꙑ뱳ꝩ뙄ꡄ 맯꧳뱳ꝩ멁ꯗꪺT샋ꥷ떲ꩇ........................75 맏4- 4?46-50랳맯꧳꒣Ꙑ늣ꭾ꽁ꑊꯗ뭐뱳ꝩ뙄ꡄꪺ뱳ꝩ멁ꯗꖭꞡ귈ꓱ룻....................................76 ꫭ4- 15?ꡃꓫꕩꓤ끴꧒녯뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒..........................................76 ꫭ4- 16?ꗾ뉹룪끔뫴ꛛꥷ꿠ꑏ뭐ꑔꕄꛛ엜뚵맯뱳ꝩ멁ꯗꪺMANOVA꓀꩒............................77 ꫭ4- 17?뭻ꪾ궷껦뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒.......................................................77 ꫭ4- 18?ꑔ귓ꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒....................................................................79 ꫭ4- 19?꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ닕Ꙙ맯꧳ꭾ땐멁ꯗꪺT샋ꥷ떲ꩇ..................................................80 맏4- 5?꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ맯꧳ꭾ땐멁ꯗꪺꖭꞡ귈ꓱ룻.............................................................81 ꫭ4- 20?꧊ꝏ뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒............................................................81 ꫭ4- 21?Ꙣ꒣Ꙑ꧊ꝏꑕꅁ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꗦ꒬Ꝁꗎ 맯꧳ꭾ땐멁ꯗꪺMANOVA샋ꥷ떲ꩇ띊뻣.....................................................................................................................................................................82 ꫭ4- 22?ꡫ꧊Ꙣ꒣Ꙑ늣ꭾ꽁ꑊꯗꑕꅁ꒣Ꙑ둃꒶꽓꧊ 맯꧳ꭾ땐멁ꯗꪺT샋ꥷ떲ꩇ..........................83 맏4- 6?ꡫ꧊맯꧳꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꪺꭾ땐멁ꯗꖭꞡ귈ꓱ룻....................................................83 ꫭ4- 23?뇐땻ꯗ뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒...................................................83 ꫭ4- 24?꙾쓖뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒............................................................84 ꫭ4- 25?ꡃꓫꕩꓤ끴꧒녯뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒.....................................85 ꫭ4- 26?ꗾ뉹룪끔뫴꿠ꑏꛛꥷ뭐ꕄ굮ꛛ엜뚵맯ꭾ땐멁ꯗꪺMANOVA꓀꩒............................85 ꫭ4- 27?뭻ꪾ궷껦뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒...................................................86 ꫭ5- 1?ꑔ귓ꛛ엜뚵맯꧳뱳ꝩ껄ꩇꪺ뱶암.....................................................................................................88 ꫭ5- 2?둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ맯꧳뱳ꝩ껄ꩇꪺ샋엧떲ꩇ...........................................................................89 ꫭ5- 3?ꑺ쉚엜뚵맯꧳ꙝ엜뚵ꪺ뱶암..............................................................................................................90 II I
닄ꑀ뎹?뫼뷗 닄ꑀ론?곣ꡳ굉뒺 ꑇꑑꕀ곶료덜Ꙩ뛇벽둃꒶ꚳ뗛셼ꢬ뮴궫ꪺꙡꛬꅁꕝ걁돸꿈ꅂ싸뭸떥ꖭ궱둃꒶ꅂ뱳벽ꅂ륱뗸ꪺ곛쑾ꕘ뉻ꅁ맯꧳ꑈ귌ꪺꗍ겡ꚳ뗛랥뉠뮷ꪺ뱶암ꅁꛓ쁈뗛빜얥늳ꑈꑦꪺ뱗ꕛꅁ둃꒶ꪺ땯깩ꑝ뙖꣓뙖붴꭫ꅁꕄ굮ꚬꑊ꣓랽꣓ꛛ꧳뱳ꝩꅃ땍ꛓꅁ둎Ꙣꑇꑑꕀ곶ꖽ돌ꯡꪺꑑ꙾료ꅁ뫴믚뫴룴ꪺ녕끟ꅁ뙽ꥬ면뗛띳뛇벽둃꒶ꪺꢤꛢꅁꙐ껉ꑝꚨ결뛇닎뱳ꝩꕄꪺ띳뿯뻜ꅁꑝ뙽ꥬ삽삣뛇닎둃꒶ꪺꖫ돵뚡ꅃ뫴룴뱳ꝩꪺ땯깩Ꙣ꫱둘꙾ꚳ꒣뿹ꪺꚨ셚ꅁ껚뻚과냪뫴믚뫴룴뱳ꝩꞽꅝInternet Advertising Bureau,슲뫙IABꅞ꧳1999닄ꑔꥵ럭ꥵꪺ뫴룴뱳ꝩ샧띾썂낪륆12믵과꒸ꅁꭥꑔꥵ닖뽮셠썂결28믵과꒸ꅁ걏1998꙾ꭥꑔꥵ닖뽮셠썂ꪺ궿ꅃꛓ뻚뇀꛴ꗾ뉹뫴믚뫴룴뱳ꝩꖫ돵덗볒ꅁ2000꙾녎륆꣬ꑃꑑ믵과꒸ꅁꓱ1999꙾뱗ꕛ65%ꅁꛓꙢ꒭꙾ꯡ녎쉘ꑪꕼ궿ꅁ륆꣬꣢ꛊꑃꑑꑃ믵과꒸ꅃ과냪ꕃꓱ꽓뛇벽꒽ꕱꟳ륷듺ꅁ꣬2005꙾껉ꅁ뫴룴뱳ꝩ녎ꗾ뉹뱳ꝩꖫ돵ꪺ6%ꅃꅝꫴ뷷쁳ꅁ2000ꅞ 왛냪꒺ꅁ뫴룴꒽ꕱꪺ뫴룴뱳ꝩꚬꑊ꒵꙾ꗧꝥ뉻ꑪ싗ꚬꅁꕝ걁뾻솦쏃ꅂ꥟벯뫴꾸ꅂ뫴룴깡깸ꅝPC Home Onlineꅞꅂ꒤껉뫴룴곬ꅝ꒤껉륱ꑬ돸ꅞ떥ꕼ깡ꪾꙗ뫴룴꒽ꕱꙢ1999꙾ꪺ뫴룴뱳ꝩ샧ꚬ곒곰꽽꒻ꑤ롕꒸ꅁ뾻솦쏃냵ꛦ뎯ꖿ땍ꫭꗜꅁ1999꙾ꕸ왗뻣엩뫴룴뱳ꝩ띾냈뙱꛴군ꚨ곹ꑔ궿ꖪꕫꅁ륷군2000꙾ꗾ꙾뫴룴뱳ꝩ띾냈뙱녎ꙁꚨꑔ궿ꅃꚹꕾꅁ뾻솦쏃Ꙣ1999꙾돌ꑪꪺ돦ꑀ뫴룴뱳ꝩꕄ꒴걏곬뱴냓ꅁ꓀ꝏ걏ꞻ淪ꅂ굞꽓몸뭐IBMꅃ뾻솦쏃땯뉻1999꙾ꪺꑀꑪ꽓ꛢꙢ꧳뫴룴뱳ꝩꯈꓡ꒣ꙁꕵ걏ꕈ곬뱴냓결ꕄꅁ덜Ꙩ뛇닎뱴냓뎣뙽ꥬ뙩ꑊ뫴룴뱳ꝩꪺꖫ돵ꅁ꒣돗결맯꧳뫴룴뱳ꝩꖫ돵ꩠꑊꑀꑪ녪ꓟ뺯ꅃꅝꩌ곂ꙭꅁ2000ꅞ 뫮왛냪꒺뫴룴뱳ꝩꖫ돵ꅁꗑ룪떦라Ꙣ2000꙾2ꓫꗷ꒽ꝇꪺ뷕걤볆뻚엣ꗜꅁꕸ왗ꭥꑔꛊꑪ뱳ꝩꕄ1999꙾껉Ꙣ뫴룴뱳ꝩꪺ룪셠썂륆믵꒸띳ꕸ맴ꅁ곆ꛜ륷꛴2000꙾ꗾ꙾녎궿뱗ꛜ믵꒸띳ꕸ맴ꅁꗑꚹꕩꢣ냪꒺ꪺ뫴룴뱳ꝩꖫ돵ꚨ덴ꯗ꒧Ꟗ둘ꕇ뙗륌덜Ꙩꑈꪺ듁ꯝꅃ 1
ꛓ돦녱둃꒶ꪺꢤꯗ왛꒧ꅁ뫴룴Ꝁ결ꑀ귓띳뾳뱳ꝩ둃꒶Ꙣ꫱꙾꣓덶몥맱앓쁙ꢤꅃꕈ과냪뱳ꝩꖫ돵결꣒ꅁꙢ땵땵꒣꣬꒭꙾ꪺ껉뚡료ꅁ뫴룴ꪺ땯깩덴ꯗ걏뛇닎둃꒶ꪺꙮ둘궿ꅃ뱳ꝩ띾Robbin Zeff 뭐Brad Aronsonꅝ1998ꅞꗧꕘꅁ끷맯ꕼ귓둃꒶ꕝ걁ꚬ궵뻷ꅂ륱뗸ꅂꚳ뵵륱뗸뭐뫴룴꧒낵ꪺ뷕걤떲ꩇꅁ땯뉻곛맯꧳륱뗸녯ꫡ13꙾ꪺ껉뚡ꓨ꿠놵쒲꣬ꑀꑤ롕ꙗ껸뙏ꪺ껉뚡ꅁ뫴룴륷꛴ꕵ굮꒭꙾ꭋꑷꢬ냷ꅃ녱덯곣ꡳ볆꙲꒣쏸곝ꕘꅁ뫴룴둃꒶ꪺ땯깩덴ꯗ엥ꑈꅁ걏뛇닎둃꒶때ꩫ곛뒣ꣃ뷗ꪺꅃ 닄ꑇ론?곣ꡳ냊뻷 Jim Addisonꅝ1999ꅞꕘꅁꖼ꣓뛕ꖲꢫꙖ둃꒶뻣Ꙙꪺ쇍뛕땯깩ꅁꕌ녱꣏ꗎꪺ닟멄꓁ꑊꅁ뭻결꣏ꗎꪺ뫴룴꣏ꗎ닟멄꒴땍걏낾Ꙗꖭ궱둃꒶ꚡꪺꯤꛒꅁꙝ결덜Ꙩ꣏ꗎꙢ뫴룴ꑗ뭠뚰꣬띑굮ꪺ룪끔ꯡꅁꭋ닟멄꧊ꙡ녎룪껆Ꙍꕘꅁꕈꝑ꧳낵멋굮궫쉉ꅃ덯뫘ꖭ궱둃엩뭐뫴룴둃엩꣏ꗎ닟멄뉖싸뛗걹ꪺ뉻뙈ꅁ꣏녯ꕌ뭻결땵껉뚡꒺ꖭ궱둃꒶꒴녎ꚳꑀ깵꒧ꙡꅁ뫴룴둃꒶꒣라뮴ꛓ꧶셼ꙡ뛇닎둃꒶ꪺꙡꛬꅁꢬꑷ뫙결ꑀꑪꯂ꿙ꅁJim AddisonꙐ껉뭻결ꅁ뛇닎둃꒶꒣삳녎뫴믚뫴룴뗸결ꑀ뫘ꯂ꿙ꅁ곛ꙡꅁ삳럭ꚨꑀ뫘뻷라ꅁ뙩ꑀꡂ낵룳둃꒶ꪺ뻣Ꙙꅁꕈ뱗ꕛꖻꢭꪺ쑶ꪧ쁵뛕ꅃ 녩ꞻ랽ꅝ1999ꅞ뒣ꕘ뫴믚뫴룴ꛦ빐뭐뱳ꝩ볩걹ꕩ꿠맯뛇닎돸띾덹ꚨꪺ뷄삻뭐뱶암곣ꡳꅁ뭻결뫴룴뱳ꝩꪺ쇍뛕빕꒣ꕩ뻗ꅁ뛇닎ꖭ궱둃엩ꅝ돸꿈ꅞꙢ뱳ꝩ뙱듮ꓖꪺ쁚뛕ꑕꅁꯘ쒳삳녱뻣Ꙙꪺꢤꯗꕘ땯ꅁ꣏뫴룴뭐뛇닎둃엩Ꙙ걹ꅃ뫴룴땯뒧꣤낪룪끔뙱ꅂ뙗ꓥꖻꅝHypertextꅞ뭐낪꒬냊꧊떥꽓꧊ꅁ뭐뛇닎둃엩곛꛵ꅁ륆꣬뻣Ꙙ둃엩땯뒧뫮껄ꪺ돌꣎맒곉ꅃ 땍ꛓꅁꙢ둃꒶뻣Ꙙꪺ쇍뛕ꑕꅁꚳ쏶룳둃꒶ꪺ맪쏒곣ꡳꕉ꒧싶꙰ꅁꓗ꣤걏뛇닎둃꒶뭐뫴룴둃꒶ꪺꓱ룻뭐뻣Ꙙ삳ꗎꅁꙢ뫴룴둃엩녕끟ꪺ뉻ꕎꅁꕇꟳ꣣ꚳ곣ꡳ띎롱ꅃꖻ곣ꡳꗧꡍꥷ녱ꚹ랧꧀ꕘ땯ꅁꕄ굮녎놴끑뫴믚뫴룴뭐ꖭ궱둃꒶꒧뚡꽓꧊ꪺ꒣ꙐꅁꙢ뱳ꝩ껄ꩇꑗꕩ꿠덹ꚨꪺ깴늧결꛳ꅁꕈꡄ땯깩ꕘꙘ빁ꪺ띦끴닕Ꙙꅁ륆꣬뻣 2
Ꙙ둃엩ꪺ껄꽱ꅃ ꖻ곣ꡳ낣ꑆ쏶ꓟ둃꒶꽓꧊Ꙣ뱳ꝩ껄ꩇꑗ덹ꚨꪺ깴늧ꕾꅁꗑ꧳덜Ꙩ곣ꡳꙨ쏶ꓟ뱳ꝩ뙄ꡄ뭐꽁ꑊꅝꕝ걁늣ꭾ꽁ꑊꅂ뱳ꝩ꽁ꑊꅂ쇊뙒ꡍ떦꽁ꑊ떥ꅞꪺ띦끴맯뱳ꝩ껄ꩇ꒧뱶암ꅁ뭻결덯귓꣢엜뚵맯꧳뱳ꝩ껄ꩇꚳ엣뗛ꪺ뱶암ꅃꙝꚹꖻ곣ꡳꗧ녎뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊ꣢엜뚵ꅝꝙ삳ꗎFCB볒ꚡꅞ꿇ꑊ곣ꡳ럭꒤ꅁ셠Ꙁꚳ뛇벽둃꒶꽓꧊ꅂ뱳ꝩ뙄ꡄꅂ늣ꭾ꽁ꑊꑔ귓ꕄ굮ꛛ엜뚵ꅁꕈ놴끑맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃ 닄ꑔ론?곣ꡳꗘꪺ ꑀꅂ?꒣Ꙑ둃꒶맯꧳껸뙏ꪺ늣ꗍ꒧뱳ꝩ껄ꩇꚳ꛳ꕄ굮깴늧꙳Ꙣꅈꖻ곣ꡳ녎낵룔닓놴끑ꅃ ꑇꅂ?Ꙣ듁뇦륆꣬뱳ꝩ껄ꩇ껄꽱돌ꑪ꓆ꪺꗘ볐ꭥ뒣ꑕꅁ땯깩ꕘ뻚둃꒶꽓꧊띦끴돌꣎꒧뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗꪺ뱳ꝩ떦늤ꅃ ꑔꅂ?귓ꑈ꽓뷨엜뚵꙰꙾쓖ꅂ꧊ꝏꅂꑗ뫴꿠ꑏꅂ뇐땻ꯗꅂ꧒녯ꅂ귓ꑈ뭻ꪾ궷껦떥걏ꝟ라맯뱳ꝩ껄ꩇ덹ꚨ깴늧ꅁꖻ곣ꡳꗧ녎ꑀ꣖낵놴끑ꅃ 3
닄ꕼ론?곣ꡳꡂ왊 ꖻ곣ꡳ뻣엩곣ꡳ걹땻녎꓀결ꑃꑪꡂ왊ꅁꟇ결ꅇ곣ꡳ냝썄ꓨꙖꪺ싧뉍ꅂ뵔ꗟ곣ꡳꗘꪺꅂ놴끑곛쏶ꓥ쑭ꅂꯘꗟ곣ꡳ걛멣ꅂ곣ꡳ덝군ꅂ룪껆꓀꩒뭐룑쓀ꅂ쉫꿇곣ꡳ떲뷗떥ꅃ꣤꒤Ꙣ곣ꡳ덝군뎡꓀ꅁꕄ굮ꑵꝀ걏곣ꡳ엜뚵ꪺꥷ롱뻞Ꝁ꓆ꅂ뿯ꥷ맪엧늣ꭾ뭐맪엧륷룕ꅂꡍꥷ뱳ꝩ껄ꩇꪺ뿅뙱ꓨꚡꅁꛓꙢ룪껆꓀꩒뎡꓀ꅁ녎왛맮곣ꡳꕄ엜뚵맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅂꑺ쉚엜뚵ꪺ엣뗛꧊떥ꅁ뻣엩곣ꡳꡂ왊꙰맏1-1꧒ꗜꅃ 싧뉍곣ꡳ냝썄뭐ꓨꙖ ꯘꗟ곣ꡳ냊뻷뭐ꗘꪺ 놴끑곛쏶ꓥ쑭 결곣ꡳ엜뚵뻞 ꯘꗟ곣ꡳ걛멣Ꝁ꓆ꥷ롱 꽁ꑊ땻ꯗ뿯ꥷ맪엧 둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ곣ꡳ덝군 늣ꭾ뭐뱳ꝩ덝군ꣃꡍ ꪺ띦끴맯껸뙏멁ꯗꥷ뱳ꝩ껄ꩇ뿅뙱ꓨꚡ 걏ꝟ뱶암 룪껆꓀꩒뭐룑쓀 뙩ꛦ맪엧뭐 귓ꑈ꽓뷨엜뚵걏ꝟ맯냝ꣷ땯꧱ 뱳ꝩ껄ꩇ덹ꚨꑺ쉚 쉫꿇곣ꡳ떲ꩇ뭐 떲뷗 맏1- 1?곣ꡳꡂ왊 4
닄ꑇ뎹?ꓥ쑭놴끑 ꖻ곣ꡳ냝썄ꪺ뵴끟꣓ꛛ꧳뫴룴뱳ꝩ녕끟뭐땯깩꒧ꢳ덴ꅁ뮷뮷뙗륌뛇닎둃엩ꪺ땯깩덴ꯗꅁ뙗뙖늳ꑈꪺ띑릳ꅃꙝꚹꙢ땯깩ꕘꖻ곣ꡳ걛멣꒧ꭥꅁꓥ쑭놴끑닄ꑀ론녎ꗽ놴끑뫴룴뱳ꝩꪺ땯깩꣤쁵꿊쉉ꅁ녎뫴룴뱳ꝩꪺꖫ돵랧ꩰꝀꑀ둹굺ꅁꣃ놴ꡳ꣤맯꧳뛇닎둃엩ꪺ뷄삻땻ꯗꅃ닄ꑇ론싇ꗑ볆귓뉺뷗볒ꮬ꓄냇ꕘꖻ곣ꡳꪺ걛멣냲슦ꅆ닄ꑔ론뙽ꥬꭨꟇ꒶닐ꖻ곣ꡳꕄ굮엜뚵ꪺ곛쏶ꓥ쑭ꅁ닄ꑔ론ꗽ꒶닐둃꒶꽓꧊곛쏶곣ꡳꅂ닄ꕼ론꒶닐뱳ꝩ뙄ꡄꪺ곛쏶뉺뷗뭐곣ꡳꅂ닄꒭론꒶닐늣ꭾ꽁ꑊꪺ곛쏶뉺뷗뭐곣ꡳꅃ닄꒻론ꭨ끑뷗뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊ꣢엜뚵뚡ꪺ쏶ꭙꅁ돌ꯡ닄ꑃ론ꭨ끑뷗멁ꯗꪺ꓀쏾뭐뿅뙱ꓨꚡꅃ 닄ꑀ론?뫴룴뱳ꝩ땯깩랧ꩰ ꑀꅂ?뫴룴뱳ꝩꪺꥷ롱뭐꓀쏾 뫴룴뱳ꝩ걏꒰믲ꅈ뱂ꑀ뷧ꅝ1999ꅞ뭻결ꅇ 1. ꗸ띾뫴꾸Ꙣꙕꑪ띳뭄끑뷗냏ꅝNews GroupBBSꅞ료녩뙋곛쏶끔꺧ꅃ 2. ꗸ띾뫴꾸Ꙣ띳뭄륱ꑬ뙬ꗳꕚ땮끔꺧뱳ꝩꅃ 3. ꗸ띾뫴꾸ꪽ놵Ꙣꙕꑪ둃엩뫴꾸ꕚ땮뫴룴뱳ꝩꅁ걏ꗾ뉹룪끔뫴ꅝWWWꅞꪺ뱳ꝩꅃ 뱂ꑀ뷧ꅝ1999ꅞꙐ껉ꕘꅁ뫴룴뱳ꝩ냲ꖻꑗꕩꚳ껄륆꣬ꕼ귓뱳ꝩꛦ빐ꪺꗘ볐ꅇ 1.ꯘꗟꭾ땐ꅇ덜Ꙩ뱳ꝩꕄ뙽ꥬꛒ뱻ꭾ땐ꛦ빐ꪺꑵꝀꅁ뫴룴뱳ꝩ꿠Ꙣꯘꗟꭾ땐ꑗꚳꑑ꓀ꙮꪺ껄ꩇꅃ 2.뭠뚰ꙗ돦ꅇꙢ뫴룴ꑗ셼ꛦ뛱냝ꣷꧢꑪ볺떥겡냊ꅁ곛룻꧳뛇닎녈Ꙟ꣧ꪺꓨꚡ굮론곙꒣ꓖꑈꑏꅁꙝꚹ덺륌뫴룴룻꿠ꚨꕜ뭠뚰꣬압ꯈꪺ귓ꑈ룪껆ꅃ 3.냵ꛦ빐냢ꅇꙢ뫴룴ꑗꕩ덺륌슲돦ꪺꙷꗾ뻷꣮ꅁꭋꕩ뵵ꑗꕉ듚쇊뙒ꅁ뵵ꑗꞹꚨ빐냢ꪺ냊Ꝁꅁ뇄뵵ꑕꕉ듚꣮ꯗꅃ뫴룴뱳ꝩꕩꕈ깩뉻꒬냊꧊ꪺ꽓ꛢꅁꝬꓞ압ꯈꙢ뫴ꑗ뙩ꛦ쇊뙒ꪺ냊Ꝁꅁꚳꝑ꧳뱴냓ꪺ빐냢ꅃ 5
4.Ꝭꓞꑈ볩ꅇ뫴룴뱳ꝩꑀꓨ궱륂ꗎ뙗떲ꪺ꽓꧊ꅁꝬꓞ압ꯈ꣬뱳ꝩꕄꪺ뫴룴뱳ꝩꕄ궶ꑗꕨ왛뷠ꅁꕴꑀꓨ궱ꭨꕩꝬꓞ압ꯈ꣬뱳ꝩꕄꪺ륳냢뻚쉉뙩ꛦ냑왛뿯쇊ꅃ 껚뻚뱂ꑀ뷧ꪺ꓀쏾ꓨꩫꅁꗘꭥ뫴룴ꑗꪺ뱳ꝩꕄ굮ꚳꑗ굺ꑔ뫘ꚡꅁꖻ곣ꡳ땊쉉롭꧳ꗾ뉹룪끔뫴ꅝWWWꅞꪺ뫴룴뱳ꝩꮬ멁ꅃMorgan Stanley & Co. Inc.ꅝ1996ꅞ곣ꡳꕘꅁ뫴룴뱳ꝩꪺ쏾ꮬꑪ교ꑗꚳ뻮멘볐썄ꚡ뱳ꝩꅝbannersꅞꅂ꯶뙳ꚡ뱳ꝩꅝbuttonsꅞꅂ쏶쇤꙲뱳ꝩꅝkey wordsꅞꅂꢤ뢨뱳ꝩꅝhot cornersꅞꅂ뵵ꑕ뱳ꝩꅝ"offline" adsꅞꅂ꒺깥쏙ꝕꚡ뱳ꝩꅝsponsored contentꅞꅂꪽ놵륱ꑬ뙬ꗳꅝdirect e-mailꅞ뭐뇀벽ꩁ냈ꅝpush servicesꅞ떥ꅃ Robbin Zeff & Brad Aronsonꅝ1997ꅞꭨ슲돦쉫꿇ꕘꗘꭥꙢWWWꑗꪺ뫴룴뱳ꝩ녠ꢣꪺꚳ뻮멘볐썄ꚡ뱳ꝩꅝbannersꅞꅂ꯶뙳ꚡ뱳ꝩꅝbuttonsꅞꅂ쏙ꝕꚡ꒺ꓥ뱳ꝩꅝsponsored contentꅞꅂ뒡벽ꚡ뱳ꝩꅝinterstitialꅞ떥ꕼ뫘ꝥ뉻ꓨꚡꅁ슲돦꒶닐꙰ꑕꅇ 뻮멘볐썄ꚡ뱳ꝩ걏WWW꒤돌ꚭꕘ뉻ꪺꚬ뙏뱳ꝩ쏾ꮬꅁ덯쏾뱳ꝩꮬ멁ꓱ룻꿊ꕆꕄ냊꧊ꅁꦹꦹꙢ뫴궶ꑗꚳꥷꪺꛬ롭ꅁꙨꕈꓨꅂꓴꖭꮬ멁ꝴ냊땥덝군ꮬ멁ꅁꝬꓞꙮ꥟ꪺ껸뙏ꑗ뫴쉉뿯ꅃ뻮멘볐썄ꚡ뱳ꝩ삳ꗎꑆ뛇닎ꖭ궱뭐뱳벽둃엩꧒뇄ꗎꪺ뱳ꝩ륂Ꝁꓨꚡꅁ럓썮ꗺ뉶군뫢ꚨꖻꅁ걏ꗘꭥ결ꓮꙢWWW꒤돌녠ꢣꪺ뫴룴뱳ꝩꮬ멁ꅃ ꯶뙳ꚡ뱳ꝩ덱녠결ꕩꝋ뙏ꑕ룼덮엩ꪺ덳떲ꅁꪬ꯶뙳ꅁ꣤맪결뱳ꝩꪺꑀ뫘ꅃ덮엩뱴냓꧳뫴꾸ꑗ덝롭꯶뙳꣑꣏ꗎ쉉뿯ꅁ쉉뿯ꯡꭋ녡믢꣏ꗎ뙩ꑊ뱴냓ꪺ뫴궶ꅁ꣏ꗎꕩꙢ뱴냓궺궶ꑕ룼믝굮ꪺ덮엩ꅃ돌녠ꢣꪺ꙰뫴룴뱳벽륱ꕸ뫴꾸ꅁ녠덝롭꯶뙳뱳ꝩ꣑꣏ꗎ쏬떲ꑕ룼ꕩꚬ얥뫴룴뱳벽ꪺ덮엩ꅃ 쏙ꝕꚡ꒺ꓥ뱳ꝩ뭐뻮멘볐썄ꚡ뱳ꝩ곛룻ꅁ녡떹꣏ꗎꪺꑺ쉚룻ꑰꅁ덱녠덯뫘쏙ꝕꚡ꒺ꓥ뱳ꝩꙨꕘ뉻꧳ꕄ썄뫴꾸ꅁ꣒꙰ꑀ귓녍롧샧ꕾ곬싥ꗍꫀ롳ꪺ뫴꾸ꅁꦹꦹ뻖ꚳ쏄냓ꪺ꒺ꓥ쏙ꝕꚡ뱳ꝩꅁ쏄냓뒣꣑룓뫴꾸ꚳꗎꪺ룪끔ꅁꣃ뭳ꚨꕄ썄뫴궶뭐쏬떲ꅁꕾ곬싥ꗍꫀ롳Ꙣ쉳쓽뫴꾸껉ꕩꙢ띪둍룪끔꒧빬ꅁ곝꣬쏄냓ꪺ쏙ꝕ뱳ꝩꅁ덯 6
뫘쏙ꝕꚡ꒺ꓥ뱳ꝩ룻꒣꣣ꭉ늤꧊ꅁꣃꕂ꿠냷싪ꥷ꽓ꥷ뇚롳ꅁ뫫뵔ꛦ빐ꅃꅝMorgan Stanley & Co. Inc., 1996ꅞ 뒡벽ꚡ뱳ꝩꭨ걏ꑀ뫘룻띳ꮬ멁ꪺ뫴룴뱳ꝩꅁ꣏ꗎꙢ뫴궶뭐뫴궶꒧뚡ꟳ뒫빜얪껉ꅁ라곝꣬뱳ꝩꪺ뒡벽ꅁꚹ쏾뫴룴뱳ꝩ쏾륱뗸냊땥ꓹꅁ꣣돆Ꙩ둃엩뱶궵셮ꗺ껄ꩇꅁꣃꕂ녪꣮녎뱳ꝩ끔꺧뛇끥떹ꑗ뫴ꅁ엽꣏ꗎꙢ꒣롧띎뚡놵꣼뱳ꝩꪺ끔꺧ꅃ ꑇꅂ뫴룴뱳ꝩꪺ땯깩뭐쁵꿊쉉 껚뻚룪떦라Ꙣꅵ1999-2003꙾ꕸ왗륱ꑬ냓냈늣띾녍띾돸ꝩꉷ뫴룴뱳ꝩ뵧ꅶꪺ뷕걤땯뉻ꅁ1998꙾ꕸ왗ꭥ300ꑪ뱳ꝩꕄꅁꕵꚳꑀꚨ뒿롧꣏ꗎ륌뫴룴뱳ꝩꅁ럭꙾ꯗꪺ뫴룴뱳ꝩ셠ꚬꑊ썂ꑪ곹믵꒸띳ꕸ맴ꅃ꣬ꑆ1999꙾ꅁ꣏ꗎ뫴룴뱳ꝩꪺ300ꑪ뱳ꝩꕄꅁꓱ꣒뒣낪ꛜ3ꚨꅁ셠엩뫴룴뱳ꝩꚬꑊ셠썂륆믵꒸ꅁ룪떦라륷꛴ꅁ꣬ꑆ꒽꒸2003꙾ꅁ뫴룴뱳ꝩꪺꖫ돵녎ꚨꛜ16믵꒸띳ꕸ맴ꅃꗑ덯볋ꪺ땯깩덴ꯗ곝꣓ꅁ뫴룴뱳ꝩꪺ땯깩곛럭ꢳ덴ꅁ쇶땍뮷꒣뛇닎뱳ꝩ둃엩ꅝꖭ궱ꅂ륱뗸ꅞꪺ뱳ꝩꖫ돵뙱ꅁꚨ덴ꯗ곛럭엥ꑈꅃ 뫴룴뱳ꝩꪺ꽓ꛢ낣ꑆ꿠ꕈꙨ둃엩ꪺ냊멁땥궱ꝥ뉻꒧ꕾꅁ돌궫굮ꪺ걏뒣꣑ꑆ뙩ꑀꡂꪺ꒬냊꿠ꑏꅁ압ꯈꕩꕈ싇ꗑ럆릫쉉뿯ꅁꪽ놵뙩ꑊ빜얪늣ꭾ곛쏶끔꺧ꅁ곆ꛜ꿠뗪샀맪맒ꙡ뙩ꛦ룕ꗎꅁ엩엧늣ꭾꪺꕜ꿠ꅃ Robbin Zeff & Brad Aronsonꅝ1997ꅞ뒿뒣ꕘ뫴룴뱳ꝩꪺ둘뚵쁵쉉ꅇ 1. 뫫뵔냏륪왛늳롳ꅇ뫴룴냏륪껸뙏뇚롳ꪺ꿠ꑏ뭐꣤ꕌ둃엩ꗾ땍꒣Ꙑꅁꕌ귌ꕩꕈ꒣Ꙑ꒽ꕱꗎꓡꅁ꒣Ꙑꪺꙡ뉺냏냬ꅂ꣏ꗎ껉뚡ꅂ륱뢣ꖭꕸ떥냏륪뱳ꝩ왛늳ꅁ곆ꛜꕩꕈ싇ꗑ압ꯈ꧒뒣꣑ꪺ굉뒺룪껆ꅁ엽Ꙙ빁ꪺ뱳ꝩ빁껉ꙡꕘ뉻ꅃ 2. 끬시곶뿽ꗎꓡ삳ꅇ뱴냓ꕩꕈ뫫뵔ꪺ뗻꛴뱳ꝩ꧒샲녯ꪺ삳ꅁ꣒꙰껸뙏쉉뿯뱳ꝩꪺꚸ볆ꅁꕈ껸뙏꧒뛱뱧ꪺ귓ꑈ룪껆ꅃ 3. 뫴룴뱳ꝩꪺ뛇끥뭐듀뒫믡꣣뱵꧊ꅇ뱳ꝩ걏ꗾꓑ귔ꪺ벽ꕘꅁꝙ껉뛇끥ꅁꑝꙝꚹ뚵꽓쉉ꅁ뫴룴뱳ꝩꕩꕈ쁈껉듀뒫ꅂ꣺껸ꑀ뚵뱳ꝩ겡냊ꅃ뫴룴띾ꑝꕩꕈ쁈껉왛맮껸뙏맯뱳ꝩꪺ삳ꅁ뗸삳땻ꯗꛓ뷕뻣뱳ꝩꪺ벽ꕘꅃ 7
4. ꒬냊꧊ꅇ껸뙏ꕩꕈꪽ놵쉉뿯뱳ꝩ뙩ꑊ굱쇊돦뙩ꛦ쇊뙒ꪺ냊Ꝁꅁꪽ놵뵵ꑗ뛱ꑕ귓ꑈ룪껆ꅁ뱴냓곆ꛜꕩꕈ뒣꣑뵵ꑗ녍ꑈ뿔룟ꅁ엽꣏ꗎꙢꝎꙂꙂꪺ륱뢣꒶궱ꑗꅁ녯꣬ꑈ꧊꓆ꪺ귓ꑈꩁ냈ꅃ 땍ꛓꅁ뫴룴뱳ꝩꑝꚳ궭꣮ꅁꫴꅝ1997ꅞ뒿쉫꿇ꕘ뫴룴뱳ꝩꪺ궭꣮ꅁꕝ걁ꑆꅇ 1. 쁗뱥궭꣮ꑆꚡꅇ뫴룴둃엩꒣릳륱ꩩ둃엩라ꚳꑀ걱녪궢ꚬ곝ꚬ얥ꪺ뱳ꝩ껉뚡ꅆꑝ덜ꚳ쉉릳ꖭ궱둃엩ꅁ녎뱳ꝩꛜ꧳돸뻉꒤ꪺ걙꽓ꥷꪩ궱ꅁꑓ때ꩫꚳꙕꗾꪩꗾ궶뱳ꝩꑪ꣫꣫ꙡ걍ꑊ얪늴꒤ꅃꙝꚹꅁ뫴룴뱳ꝩ결ꑆꝬꓞ꣬얪ꪺꩠ띎ꅁ녯롧륌꽓껭ꪺ덝군ꑾꛦꅁ꒣뷗걏ꓥ껗ꪺ돐띎ꅁ걏냊땥ꪺ룵냊땥궱ꅁ쁗뱥걏뫴룴뱳ꝩꪺ덝군궭꣮ꅃ 2. 땻ꚡ뭹ꢥ궭꣮ꑆꫭ뉻ꅇꛦ빐ꑈ귻ꓑ남ꛦꙡ띑ꕘꙕ뫘뱳ꝩꪱ굁ꫡꅁ꿠ꝟ뢨맪ꅁ쇙녯곝곝땻ꚡꑈ귻꿠ꝟ끴ꙘꑾꛦꅃꙢ녍띾꓀ꑵꪺꑵꝀꓨꚡ꒧ꑕꅁꛦ빐ꑈ귻뭐뫴룴덎ꑈ귻녯ꚳꑀꙀ덱ꪺ뭹ꢥꑾꛦꅃ 3. 띳둃엩덎뭹뱶암뗻꛴ꅇ결ꑆ뙩ꛦ뱳ꝩ빐냢ꅁ뫴룴둃엩ꖲ뚷닎군ꕘꙕ뫘냑ꛒ볆꙲ꅁ뱳ꝩꕄꥍ둃엩ꑈ귻ꖲ뚷ꑆ룑덯군뫢ꙗ뗼뭐꒽ꚡꅁꑾ꿠녎ꙕ깡둃엩낵ꑀꯈ왛ꪺꓱ룻ꅃ땍ꛓꗘꭥꗎ꣓군뫢뱳ꝩ껄꽱ꪺ볆꙲늳뮡꿉꿆ꅁ뱳ꝩꕄꑝ때꧒빁녱ꅁꑝꙝꛓ뻉교덜Ꙩ뱳ꝩꕄ꒴앃쏜꒣ꭥꅃ Hawkinsꅝ1994ꅞꕴꕾꕘ뫴룴뱳ꝩꪺꑀ뚵꿊쉉ꅁ걏ꑗ굺ꖼ뒣ꪺꅃꕌ뭻결껸뙏Ꙣ뫴믚뫴룴ꪾ쏑뒶륍ꝃ뢨꿊ꕆ꣏ꗎ롧엧ꪺ놡ꩰꑕꅁꓓ륌꧳뷆싸ꪺ뫴룴뱳ꝩ덝군ꛓ꒣꧶늣ꗍꙮꪺ뱳ꝩ껄ꩇꅃ 뫴룴덎ꪺ땯깩ꓩ띳ꓫ늧ꅁ뭳Ꝁ덎곰궸뉲뙩ꅁ쇶땍ꗘꭥꚳ꣤쁵쉉뭐꿊ꖢꅁꙢ꒣쉟ꪺ멎꿁ꑕꅁ꒴ꚳꚨ뭐뙩ꡂꪺ뚡ꅃꗘꭥ냲꧳꣏ꗎꪺ쉳쓽뺹꒶궱뭐쁗뱥ꣃ때ꩫ꽵ꖿ끴Ꙙꪺ때ꥠ놡ꩰꑕꅁꖼ꣓ꯝ덮땷엩덝돆뭐뻣엩뫴룴샴맒쁗뱥뒣ꩀ꒧ꯡꅁ곛ꭈ뫴룴뱳ꝩꪺ땯깩뚡녎ꟳ뱥뱳ꅃ 8
닄ꑇ론?곣ꡳ걛멣냲슦 륌ꕨꚳ덜Ꙩ뻇왰곣뱳ꝩ끔꺧뛇벽륌땻볒ꚡꪺꯘꗟꅁꑝ뎰쓲뒣ꕘ곛쏶ꪺ뉺뷗볒ꚡꅃ녱ꚭ듁뛇벽뻇Lasswellꅝ1948ꅞ뒣ꕘ5Wꪺ뛇벽볒ꚡꅝWhoꅂsays Whatꅂin Which channelꅂto Whomꅂwith What effectsꅞ꒧ꯡꅁ쑾ꛓꕘ뉻ꑆ뱳ꝩ랾덱뮡ꩁ곛쏶뉺뷗ꅁꑄꛜ꧳뇟꫱ꑾ뒣ꕘꪺE. K. B.볒ꚡ떥떥ꅁ덯볒ꚡꑪꧨ뮡ꧺꑆ껸뙏Ꙣ둃엩끔꺧꣫뽅ꪺ썮앓ꑕꅁ놵ꚬ끔꺧ꅁ덂뉺끔꺧ꅁ꣼꣬ꕾ곉ꪺꑺ쉚ꙝ꿀ꅁꕈ교꧳늣ꗍꑆ땻ꯗ꒣ꑀꪺ뛇벽껄ꩇꅃꖻ곣ꡳ걛멣냲슦결E. K. B. 볒ꚡ뭐뱳ꝩ뮡ꩁ랾덱곛쏶뉺뷗꣢뫘뉺뷗볒ꚡꅁꕈ뵔ꗟ끔꺧ꅝ뱳ꝩꅞ덺륌둃엩ꪺ뛇벽륌땻꒤ꅁꕩ꿠ꚨꪺ뛇벽껄ꩇꅃ놵ꑕ꣓닄ꑀ뎡꓀ꗽ꒶닐E. K. B. 볒ꚡꅆ닄ꑇ뎡꓀ꙁ꒶닐뱳ꝩ뮡ꩁ랾덱곛쏶뉺뷗ꅃ ꑀꅂ?E. K. B. 볒ꚡ E. K. B. 볒ꚡ녎껸뙏ꛦ결꓀낵둘귓멣궱꣓놴끑ꅁꕝ걁녱ꕾ뎡꣫뽅ꅝ뿩ꑊ뭐ꕾ곉뱶암ꅞꅂ껸뙏꒺Ꙣꪺ룪끔덂뉺륌땻ꅂ꣬쇊뙒ꡍ떦ꪺꚨ떥ꅃ녱맏2-1꒤ꕩꕈ땯뉻ꅁ껸뙏꒺Ꙣ쇊뙒ꡍ떦ꚨꪺ륌땻꒤ꅁꖲ롧ꓨ껗뗻꛴뚥걱ꅁꚹ껉믝ꗵ뿠껸뙏맯꧳늣ꭾ룪끔ꪺ띪둍ꅂ뭻ꪾꅁ꣬멁ꯗꅂ띎Ꙗꪺꚨ떥ꅃ Ꙣ볒ꚡ꒤ꅁ꣓ꛛ꧳ꕾ뎡ꪺꛦ빐끔꺧꣫뽅녎맯껸뙏ꪺ룪끔덂뉺륌땻늣ꗍ뱶암ꅁꣃ뙩ꑀꡂ뽅땯껸뙏맯늣ꭾꪺ믝ꡄꅂ룪끔띪둍ꪺ냊뻷ꅃꙝꚹꅁꛦ빐겡냊꒤ꪺ뱳ꝩ끔꺧녎ꚨ결껸뙏뭠뚰늣ꭾ룪끔ꪺ꣓랽ꅁ뱳ꝩ끔꺧ꪺ꙰꛳덝군녎뱶암껸뙏맯꧳쇊뙒ꡍ떦ꪺꚨ뻺땻ꅁ뒫ꢥ꒧ꅁ덗릺Ꙙꥹꪺꛦ빐떦늤녪꓆ꚳꝑꪺꛦ냊뛉Ꙗꅁ엜샴맒ꙝ꿀ꅁ뎣꿠꣏ꛦ빐껄ꩇ륆꣬돌꣎꓆ꅃ E. K. B. 볒ꚡꕄ굮쓄굺ꑆ껸뙏Ꙣ뙩ꛦ쇊뙒ꡍ떦ꪺ륌땻꒤ꅁ녎꣼꣬꣓ꛛ꧳ꕾ뎡ꪺ끔꺧꣫뽅떥ꙝ꿀뱶암ꅁꙝꚹꅁꛦ빐꣫뽅뭐떦늤ꪺꚨꙢ껸뙏ꛦ결ꡍ떦륌땻꒤걏곛럭궫굮ꪺ뱶암엜볆ꅃ 9
맏2- 1 E. K. B. 볒ꚡ ꣓랽ꅇEngel, Kollat & Blackwellꅝ1990ꅞ ꑇꅂ?뱳ꝩꪺ뮡ꩁ랾덱곛쏶뉺뷗 ꅝꑀꅞChaiken뭐Petty & Cacioppoꪺ뮡ꩁ랾덱뉺뷗 뱳ꝩ꙰꛳뙩ꛦ뮡ꩁ꧊ꪺ랾덱ꥏꅈꚳ꣢귓ꕄ굮ꪺ볒ꚡꅇChaikenꅝ1980ꅞ꧒뒣ꕘꪺꑔ룴깼ꅝrouteꅞ볒ꚡꅁ뒣ꕘ꡴닎ꅝsystematicꅞꅂ뇒땯ꅝheuristicꅞꅂ놡띐ꅝaffectiveꅞꑔ뫘룴깼ꅑꕴꕾꭨ걏Petty & Cacioppoꅝ1981ꅞ꧒뒣ꕘꪺꑇ룴깼볒ꚡꅁꗧꝙELM볒ꚡꅝElaboration likelihood modelꅞꅁ뒣ꕘꕩ롧ꗑ꒤ꖡꅝcentralꅞꅂ뙧쏤ꅝperipheralꅞ꣢뫘룴깼꣓덝군뱳ꝩ꒺깥ꅃ Chaikenꅝ1980ꅞ꧒뒣ꕘꪺꑔ룴깼볒ꚡꅁ닄ꑀ뫘결꡴닎룴깼ꅁ덯쏾ꮬꪺ뱳ꝩꑪ뎣낲덝껸뙏ꕄ냊뭠뚰룪끔ꅁꣃꕂ뙩ꛦ쇊뙒ꭥꪺ뗻꛴ꅁꙝꚹ덯쏾ꮬ뱳ꝩ뮡ꩁ떦늤ꕄ굮걏뮡ꧺ늣ꭾꕜ꿠뭐맪뷨ꑗꪺꝑ꽱ꅃ닄ꑇ뫘결뇒땯룴깼ꅁ걏ꚳ얲꧳걙껸뙏덱녠ꕵ뿠걙귬ꭨ뵵꿁꣓낵ꡍꥷꅁ꽓ꝏ걏럭ꕌ귌ꡓꚳ껉뚡ꅂꩠ띎ꑏ꒣뚰꒤꿊ꕆ뗻꛴ꪺ꿠ꑏ껉ꅁ덯쏾ꮬꪺ껸뙏ꕩ뫙결걏덑냊ꮬꪺꅁꕌ귌ꕵꫡꑀ쉉껉뚡룪끔뭠뚰ꚨꖻꅁꣃꕂ꒣Ꙣꕇꡓꚳ낵ꕘ돌꣎ꪺ쇊뙒ꡍ떦ꅃ삳ꕉ덯쏾ꮬꪺ껸뙏ꅁ뱳 10
ꝩ뮡ꩁ떦늤삳ꕈ슲돦ꚳꑏꪺ끔꺧ꅂꗧ꧳ꑆ룑ꪺ늣ꭾ뵵꿁ꅁꕛ녪껸뙏맯늣ꭾꪺꙮ띐Ꙍ뙈ꅃ닄ꑔ뫘ꭨ걏놡띐덾깼ꅁChaiken뭻결껸뙏낣ꑆ꣏ꗎꑀ깍뭻ꪾ꡴닎덂뉺룪끔ꕾꅁꥼꚳꑀ깍놡띐꡴닎ꅁ뱳ꝩ굙뇄꣺띐꧊뙄ꡄ뮡ꩁꅁꗧꕩ엜껸뙏ꪺ뭻ꪾ뭐놡띐ꅃ Petty & Cacioppoꅝ1981ꅞ땯깩ꕘꪺ꣢룴깼뉺뷗ꅁꝙ꧒뿗ꪺELM볒ꚡꅝElaboration Likelihood Modelꅞꅁꑝ둎걏뇀멖ꕩ꿠꧊볒ꚡꅃ볒ꚡ꒤ꕘ꣢뫘뱳ꝩꪺ뮡ꩁ룴깼ꅁꑀ뫘걏꒤ꖡ룴깼ꅁ럭껸뙏맯늣ꭾ룻낪꽁ꑊ껉ꅁ라룻ꩠ띎뱳ꝩ꒤ꪺ늣ꭾ쓝꧊뭐ꕜ꿠떥ꝑ꽱뮡ꧺꅁꚹ껉녎ꚳꝕ꧳꣤멁ꯗꪺꚨꅑ굙껸뙏ꪺ꽁ꑊꯗ룻ꝃ껉ꅁꭨ룻꧶맯뱳ꝩ꒤뭐늣ꭾ때쏶ꪺꪫ늣ꗍꩠ띎ꅁ꣒꙰뱳ꝩꕎꢥꑈꪺ빹ꑏꅂ궵볖ꅂꛢ녭ꅂ껰꩞떥ꅁꚹ결뙧쏤룴깼ꅃ ꑀ꿫ꛓꢥꅁ굙껸뙏Ꙣ낪꽁ꑊꪺ놡ꩰꑕꅁ뱳ꝩ뮡ꩁ떦늤뇄꒤ꖡ룴깼결꣎ꅑ굙걏ꝃ꽁ꑊ껉ꅁ뱳ꝩ뮡ꩁ떦늤ꭨ뇄뙧쏤룴깼룻꣎ꅃ ꅝꑇꅞHovland & Janis꒧랾덱뮡ꩁ뉺뷗 ꙢFishbein, Martin & Ajzen, I.ꅝ1975ꅞꪺ곣ꡳ꒤뒿롧뒣ꕘHovland & Janisꅝ1957ꅞꪺ랾덱뮡ꩁ뉺뷗ꅁ뭻결굮꣏랾덱끔꺧꣣ꚳ뮡ꩁ꧊ꅁ궺ꗽ믝녯꣬ꚬ끔ꪺꩠ띎ꅝattentionꅞꅂꑆ룑ꅝcomprehensionꅞꥍ놵꣼ꅝacceptanceꅞꅁ엜ꚬ끔ꪺ싂ꚳ멁ꯗ뭐ꗟ돵ꅃꛓ뱶암랾덱뮡ꩁꪺꙝ꿀ꅁHovland녎꣤릺꓀결ꑔꑪ쏾ꅁꕄ굮꣓ꛛ꧳끔꺧꣓랽ꅝsourceꅞꅂ끔꺧ꖻꢭꪺꙝ꿀ꅝmessageꅞꚬ끔ꅝreceiverꅞꑔꙝ꿀ꅃHovland & Janis녎ꚹꑔ쏾쉫결ꛛ엜볆ꅁ뭻결ꚹꑔꙝ꿀녎맯ꚬ끔ꪺ룪끔덂뉺륌땻덹ꚨ뱶암ꅁꣃ뙩ꑀꡂ뻉교Ꙣ랾덱껄ꩇꑗꚳ꧒엜ꅁꛓꚹꝙꖻ곣ꡳ걛멣ꪺ뉺뷗냲슦ꅁꢣ맏2-2ꅃ ꙝꚹꅁ뱳ꝩ껄ꩇꪺ늣ꗍ떥Ꙑ꧳ꚹ걛멣ꪺ랾덱껄ꩇ뎡꓀ꅁꙝꚹ뱶암뱳ꝩ껄ꩇꪺ꣓랽ꅁ낣ꑆ꣓ꛛ껸뙏ꖻꢭꪺ꙰꛳룑얪ꕾꅝ꒺뎡ꑺ쉚엜볆ꅞꅁꥼꚳ꣓ꛛꟳꑗ듥ꪺꛛ엜볆ꅁꕝ걁끔꺧꣓랽ꅂ끔꺧ꖻꢭ뭐껸뙏ꖻꢭꪺ뷑Ꙩꙝ꿀ꅁꙢꖻ곣ꡳ꒤ꅁ끔꺧꣓랽뭐끔꺧ꖻꢭꪺ꒣Ꙑ띦끴ꅁ맯꧳껸뙏ꪺ랾덱껄ꩇꅝ뱳ꝩ껄ꩇꅞ녎라늣ꗍ꛳뫘깴늧ꅁꭋ걏ꖻ곣ꡳꕄ굮쏶ꓟꪺꅃ 1 1
ꛛ엜볆 ꒺뎡ꑺ쉚엜볆 랾덱껄ꩇ 끔 꺧꣓랽ꅇ 멁ꯗ엜 녍 띾꧊ꅂꕩꭈꯗꅂ뿋ꥍꑏꅂꙡꛬꅂ뫘뇚ꅂꩠ띎띎ꢣ엜 ꥶ 뇐 끔 꺧ꅇ 뭻ꪾ엜 뷗쉉ꝥ뉻ꚸ볆ꅂ돦싹궱 뙄ꡄꅂ뙄ꡄꮬ멁ꅂ뉺룑 쇴 ꝴꧺ엣ꪺ떲뷗 놡띐엜 놵 ꚬꖻꢭꅇ ꖻ ꢭꕩ뮡ꩁ땻ꯗꅂ꽁놵꣼ ꛦ결뭐띎ꑊ땻ꯗꅂ귬ꚳ왛쉉ꅂ ꢣ엜 ꛛ둌뭐ꑈ껦 맏2- 2 Hovland & Janisꪺ랾덱뮡ꩁ볒ꚡ ꣓랽ꅇFishbein & Ajzenꅝ1975ꅞ 12
닄ꑔ론?둃꒶꽓꧊ ꑀꅂ?뫴룴뱳ꝩ둃엩맯꧳ꖭ궱뱳ꝩ둃엩ꪺ뱶암 뫴룴둃엩ꪺꕘ뉻ꅁ맯꧳ꖭ궱둃엩ꛓꢥꅁꕩ꿠걏ꑀꑪꙍ뻷ꅁꑝꕩ꿠걏신뻷ꅃ껚뻚륱ꑬꕘꪩ뚰많ꅝElectronic Publishing GroupꅞꪺVincent E. Giuliano뷕걤ꕘꅁ돸꿈ꪺ걹덱뙱ꛛ1990꙾ꕈꯡ둎Ꙣ뮼듮ꅁꛓ륱ꑬ둃엩ꩁ냈ꪺꚨ뉶ꭨꙢ뱗ꕛꅃ1996꙾11ꓫꪺ닎군룪껆엣ꗜꅁꗾ뉹WWWꪩꪺ륱ꑬ돸ꚳ1441귓ꅁ꣬ꑆ1997꙾9ꓫꭨ뱗ꕛꛜ1879귓ꅁꕴ꣢뚵돸ꝩ꓀ꝏꕘ녱1960꙾꣬1990꙾뚡ꅁ돸꿈ꪺ껸뙏썂듮ꓖꑆꛊ꓀꒧ꅁꕈꙢ1967꙾껉ꅁ30랳ꕈꑗꪺ과냪ꑈꚳꛊ꓀꒧75ꡃꓑ곝돸ꅁ꣬ꑆ1994꙾껉ꅁꓖꑆꑀꕢꅃ 뫴룴둃엩꣏돸꿈떥ꖭ궱ꕘꪩꭾꪺ껸뙏뙱ꕘ뉻듮ꓖ뉻뙈ꅁ띎ꣽ뗛ꖭ궱둃엩빜얪ꑈꑦꪺ뮼듮ꅁꕈ뱳ꝩꕄꪺ덶몥걹ꖢꅃ녩ꞻ랽ꅝ1999ꅞꕘꅁ뫴믚뫴룴ꛦ빐뭐뱳ꝩꙢ덶몥쇚ꑊꚨ듁ꪺ놡ꑕꅁ꣤맯뛇닎돸띾ꪺꯂ꿙녎ꕩ꿠녱ꕈꑕ꣢귓ꓨ궱ꕘ뉻ꅃ궺ꗽ걏뛇닎돸띾ꪺ뱳ꝩꯈꓡꕩ꿠라뙽ꥬ녎뎡꓀뱳ꝩ륷뫢ꑊ뫴룴ꅁ닄ꑇꭨ걏뛇닎돸띾ꪺ뱳ꝩꕄ곆ꛜ라ꛛꛦ덝군뫴룴뱳ꝩꅃ녩ꞻ랽뭻결ꅁ뫴룴뱳ꝩꪺ뱳ꝩꕚ땮믹귈Ꙣ꧳ꑕꙃꑃ쉉ꅁ꓀ꝏ걏ꅇ 1.뫴룴둃엩ꚨ덴ꯗꢳ덴 2.둃엩왛늳몥몥신늾꣬뫴믚뫴룴ꑗ 3.뫴룴둃엩ꕩ끬시끏뿽꣏ꗎꪺ걍뭐낾ꙮ 4.뱳ꝩ뛇끥뭐듀뒫Ꟗ덴ꕂ꣣뱵꧊ 5.뫴믚뫴룴꣏ꗎ꣣ꚳꧺ뵔ꪺ귓ꑈ꽓뷨 6.ꗘ볐롳뵔ꥷꕂ꽓꧊엣뗛 7.뱳ꝩ빐냢ꕩꕈꑀꚸꞹꚨ ꚹꕾꅁ뱳ꝩꯈꓡꛛꑶꪽ놵ꕛꑊ뱳ꝩꖫ돵ꑝ걏뛇닎돸띾둃엩ꪺꑀꑪꯂ꿙ꅃꗑ꧳뫴꾸ꯘ롭ꪺ덎ꪾ쏑뙖꣓뙖깥꧶꣺녯ꅁ뱳ꝩꕄꦹꦹ맧쑀ꛛꛦ덝군뫴룴뱳ꝩ뙩ꛦ뫴룴ꛦ빐ꅁꕩ곙ꑕꑀꑪ떧ꪺ뱳ꝩꓤꕘ뙏ꗎꅁꑝꙝꛓ궰ꝃꑆ맯꧳뛇닎돸꿈뱳ꝩꪺ믝1 3
ꡄꅃꅝ녩ꞻ랽ꅁ1999ꅞ 쇶땍꙰ꚹꅁ뷑ꑪꖭ궱둃엩ꗧ꒣ꙷ꧳뉻ꪬꅁ뙽ꥬꯤ꿁뗛꙰꛳뙽돐띾닄ꑇ걋ꅃ녩궧붫ꅝ1997ꅞꕘꅁꙢ뛇닎롧샧ꚨꖻꪺ뱗ꕛ뭐뱳ꝩꚬꑊꪺ뮼듮ꑕꅁꭐꚨ덜Ꙩꖭ궱둃엩덶몥신Ꙗ뙽땯륱ꑬ돸ꅁ과냪꿃곹껉돸ꅝThe New York Timesꅞꅂ뗘몸뗳ꓩ돸ꅝThe Wall Street Journalꅞꅂ롴닼ꛨꓴ걐돸ꅝSan Jose Mercury Newsꅞꅂ꒵ꓩ과냪ꅝUSA Todayꅞꅂ겥ꟼ셆껉돸ꅝLos Angeles Timesꅞ떥둃엩뎣뉶ꗽꕛꑊ끽깥ꅁꕈ룕놴꧊ꪺꓨꚡ뙩ꑊ뫴룴ꅁ냪꒺ꭨꕈ꒤껉륱ꑬ돸뭐셰Ꙙ띳뭄뫴결뗛ꅃꙐ껉ꅁ과냪The Kelsey Group압냝뚰많뷕걤룪껆엣ꗜꅁ돸꿈뱳ꝩꚬꑊꙢ1980꙾꣬1994꙾ꝥ뉻ꑕ뙞뉻뙈ꅁꗑ럭ꫬꪺꛊ꓀꒧궰ꛜꅁ돸꿈쇶땍꒴결뱳ꝩꕚ땮ꪺ궫굮둃엩꒧ꑀꅁ꒣륌곛룻꧳뫴믚뫴룴ꪺꚨ덴ꯗꅁꙢ뱳ꝩꖫ돵ꚨ뙱ꑗ엣땍ꕘ뉻쁚뛕ꅃ ꗑꚹꕩꢣꅁ돸꿈떥뛇닎ꖭ궱둃엩Ꙣ뫴믚뫴룴ꪺꕘ뉻ꯡꅁꙨꓖ뎣꣼꣬ꑆ뱶암ꅁꓗ꣤걏샧ꚬꑗ뙽ꥬ뮼듮ꪺꙍ뻷ꅁ덜Ꙩꖭ궱둃엩띾꙰냪꒺ꪺ꒤껉ꅂ셰Ꙙ꣢ꑪ돸ꅁꚳ얲꧳뫴룴ꪺꝃꚨꖻ뭐때뮷ꖱꦡꪺ꽓꧊ꅁꕈ곝ꙮ뫴룴ꑗꪺ땯깩뚡ꅁꭋ꓀ꝏꚨꗟꑆ꒤껉륱ꑬ돸뭐셰Ꙙ띳뭄뫴ꅁꙖ뫴믚뫴룴빡썬ꅁꣃꟆ뇦꿠싇ꗑ뫴룴둃엩ꪺ뻣Ꙙ꽓꧊ꅁ궫띳뙽돐띾ꪩ맏ꪺꑀꓹꓑꅁ덯ꑝ덜걏뫴룴둃엩맯꧳뛇닎ꖭ궱둃엩돌ꑪꑝ돌뉠뮷ꪺ뱶암꒧ꑀꅃ ꑇꅂ?뫴룴둃엩뭐ꖭ궱둃엩ꪺ꽓꧊깴늧 돁Ꝋ빼멾ꅝMcLuhan, 1964ꅞ뒿롧뒣ꕘꝎ둃꒶뭐볶둃꒶ꪺ왛쉉ꅁꕌ뭻결볶둃꒶뒣꣑ꑪ뙱ꪺ룪끔ꅁ띑릳ꑏꯜ깺ꅁꑈ귌냑뭐ꪺ땻ꯗꯜ뉌ꅁ꣒꙰돸꿈ꅃ곛룻꧳Ꝏ둃꒶ꛓꢥꅁꭨꖿꙮ곛ꅁꖦ뒣꣑ꓖ뙱룪끔ꅁ맯꧳ꪫ꿊ꕆꧺ뵔ꪺ둹굺ꅁ믝ꗑꑈ땯뒧띑릳ꑏꅁꙝꚹꕌ귌냑뭐ꪺ땻ꯗꯜ뉠ꅁ꣒꙰륱뗸ꅃ돁Ꝋ빼멾ꪺ뷗쉉땹뛻ꕄ왛ꅁ녱ꚹ뷗쉉꓀꩒ꅁꗧꕩ녎뫴룴둃엩릺꓀결볶둃꒶ꪺ믢냬ꅁ뫴룴둃엩꣣ꚳꖭ궱둃엩ꪺ꽓꧊ꅁꕩ뛇뮼ꑪ뙱싗둉ꪺ룪끔ꅁꗑ꧳ꗧ꣣ꚳ싗둉둃엩ꅝrich mediaꅞꪺꝥ뉻꿠ꑏꅁꙝꚹꗧꕩ릳륱뗸둃엩뛇뮼ꧢ뙈땻ꯗ낪ꪺ룪끔꒺깥ꅁꗑꚹꗧꕩ뫙뫴룴둃엩ꗧ꣣돆Ꝏ둃꒶ꪺ꽓꧊ꅁ덯걏뫴룴둃엩뭐ꖭ궱둃엩돌ꑪꪺ깴늧꧒Ꙣꅃ 녩궧붫ꅝ1997ꅞ끷맯륱ꑬ돸뭐Ꙍ꣪ꚡ돸꿈낵ꕘꑀ땦꓀꩒ꓱ룻ꅁ뭻결뫴믚뫴룴 14
뭐Ꙩ둃엩ꪺ닕Ꙙ엽WWWꪩ륱ꑬ돸꣣ꚳꙌ꣪ꚡ돸꿈꧒ꡓꚳꪺꕜ꿠꽓ꛢꅁ덯꣢뫘둃엩낣ꑆꙢ꒺깥ꝥ뉻ꅂꪩ궱덝군ꅂ룪끔뛇끥빜얪ꓨꚡꑗ떥ꞡꚳ꒣Ꙑꪺ깴늧ꕾꅁWWWꪩ륱ꑬ돸룻ꖭ궱Ꙍ꣪돸꿈ꟳ꣣돆ꑆꙨ둃엩ꅂꟖ덴싹Ꙗ랾덱ꅂ룪끔ꪺ샋꿁ꝑꗎꅂ귓ꑈ꓆꒶궱ꅂꕈ꒺깥ꯗꑗ꒣꣼궭꣮떥쁵쉉ꅁ덯걏꣢뫘둃엩ꪺꕘꪩꭾ돌ꕄ굮ꪺ깴늧꧒Ꙣꅁ삳ꗎꙢ뱳ꝩꑗꑝꚳ쏾ꪺ깴늧ꅃ ꛓꓨ곃곂ꅝ1999ꅞꗧ녱ꛦ빐왛쉉ꪽ놵녎뫴룴둃엩뻣뉺쉫꿇결꒭뚵꽓꧊ꅇ 1. ꝙ껉꧊ꅇ룪끔땮ꑊ뫴궶ꯡꕩꕈ쁈껉귗ꟳ띳ꅁ꒣릳뛇닎둃엩믝ꫡ뙏곛럭Ꙩ껉뚡뭐뿺ꅃ 2. Ꙩ꒸꧊ꅇꗾ뉹룪끔뫴ꕩ뛇끥ꓥ꙲ꅂ셮궵ꅂ냊땥뭐뱶릳ꅁ꒺깥싗둉ꯗ낪ꅁꗧꕩ뇄뗪샀맪맒덎ꅁ뭐뛇닎둃엩꒣Ꙑꅃ 3. ꕄ놱꧊ꅇꚹꕄ놱앶ꑄ뻞꒧꧳껸뙏ꓢꑗꅁ껸뙏ꕩꕈ뿯뻜ꛛꑶ꧒믝ꪺ꒺깥ꅃ 4. ꒬냊꧊ꅇ띾ꕩꕈꙢꗾ뉹룪끔뫴꒤덝롭끑뷗냏뭐닡ꓑꯇꅁ쇙ꚳ륱ꑬ뙬ꗳꭈ뵣ꅁ껸뙏ꕩꕈꪽ놵Ꙣ꣤꒤뭐띾뙩ꛦ꒬냊뭐랾덱ꅁꚹ꒬냊꧊ꕝ걁ꑆꑈ믚뭐ꑈ뻷ꪺ꒬냊꧊ꅃ 5. ꗾ뉹꒬덱꧊ꅇ뫴룴둃엩뛇뮼ꪺ룪끔ꕩꕈꙢ땵껉뚡꒺ꚨ결ꗾ뉹왦ꗘꪺ땊쉉ꅃ LeongꅂHuang & Stannersꅝ1998ꅞ녎ꑅ뫘둃엩ꕈꕼ귓뙈궭Ꝁ냏꓀ꅁ셡뙢걏ꅵꛦ빐ꗘ볐땵듁ꅶꅁ뻮뙢걏ꅵ꒺깥ꪺ뉺꧊뭐띐꧊ꅶꅁꕌ귌땯뉻ꖭ궱둃엩낾Ꙗꅵ듁ꛦ빐ꗘ볐ꅶ뭐ꅵ뉺꧊꒺깥ꅶꅁꣃꙢꅵ돐덹ꭾ땐ꅂ늣ꭾꅂ꒽ꕱ뭻ꪾ뭐뙈ꅶꪺ뚵ꗘꑗꫭ뉻랥꣎ꅑꛓ뫴룴둃엩ꭨ낾Ꙗꅵ땵듁ꛦ빐ꗘ볐ꅶꅵ뉺꧊꒺깥ꅶꅁꙐ껉Ꙣꅵ뛇륆룪끔닓론ꅶꅂꅵ뷄냊ꮬ쇊뙒ꅶꅂꅵ꣬륆ꗘ볐ꖫ돵ꚨꖻꝃꅶ떥뚵ꗘꑗꫭ뉻룻꣎ꅃ돦둎셡뻮뙢ꛓꢥꅁ뫴룴둃엩뭐ꖭ궱둃엩ꕵꚳꙢꅵ꒺깥ꪺ뉺ꅂ띐꧊ꅶꑗꙐ쓝뉺꧊ꅁꙢꛦ빐ꗘ볐ꑗꫭ뉻ꭨ걏쇕ꕟ싡ꅁ꒣륌뫴룴둃엩Ꙣꚹ뚵녯꓀룻ꖭ궱둃엩꣓녯낪ꅁ띎ꣽ뗛쇶땍꣢뫘둃엩뎣빁Ꙙꕚ룼뉺꧊ꪺ꒺깥ꅁ룓곣ꡳ땯뉻뫴룴ꕩꕈꓱꖭ궱둃엩ꟳꅵ뉺꧊ꅶꅁꕂ뫴룴룻ꖭ궱둃엩깥꧶늣ꗍꗟ곱ꢣ뱶ꪺꛦ빐껄ꩇꅃꅝꢣ맏2-3ꅞ 1 5
듁ꛦ빐ꗘ볐 ꖭ궱둃엩 ꒺깥ꪺ띐꧊ ꒺깥ꪺ뉺꧊ 뫴룴둃엩 땵듁ꛦ빐ꗘ볐 맏2- 3 ꖭ궱둃엩뭐뫴룴둃엩ꪺꛦ빐ꕜ꿠ꓱ룻맏 ꣓랽ꅇ멋뿽ꛛLeongꅂHuang & Stannersꅝ1998ꅞꅁp. 48 Hoffman & Novakꅝ1996ꅞꭨ럓ꅵ귓ꑈ꓆땻ꯗꪺ낪ꝃꅶ뭐ꅵ냊쁒멁땻ꯗꅶ녎35귓둃엩낵ꑆ릺꓀ꅁ떲ꩇ땯뉻ꅁꖭ궱둃엩Ꙣꕼ귓뙈궭꒤ꅁ걏낾Ꙗ쁒멁ꅂꭄ귓ꑈ꓆ꪺꑀ냏ꅁꛓ뫴룴둃엩ꭨ룻낾Ꙗ냊멁ꅂꭄ귓ꑈ꓆ꪺꑀ냏ꅁ뚷룉ꕒꪺ걏ꅁ뫴룴둃엩곛맯꧳ꖭ궱둃엩ꪺꭄ귓ꑈ꓆땻ꯗ굮ꝃꅝꝙ뫴룴둃엩ꪺ귓ꑈ꓆땻ꯗ룻ꖭ궱둃엩낪ꅞꅁꙐ껉ꅁ뫴룴둃엩Ꙣꕼ귓뙈궭꒤ꗧ룻낾Ꙗ귬쉉ꅁꕎꫭ뫴룴둃엩ꕩ꿠귝꣣ꅝꞹꗾ꒣꣣돆ꅞ꣢깹볐뙢ꪺ꽓꧊ꅁꢣ맏2-4ꅃ 냊멁 궱맯궱랾덱 륱뗸 뱶릳륱룜 뱳벽 륱룜 ꭄ귓ꑈ ꓆Web 뭹궵뙬ꗳ 귓ꑈ꓆ 뵵ꑗꩁ냈 륱ꑬꝇꝩ쓦 뛇꽵ꅂ뙬ꗳ 돸꿈ꅂ싸뭸 ꪽ놵뙬ꗳ뫴룴롳닕녈ꭈ 륱ꑬ뙬ꗳ ꅝmailing listꅞ 맏2- 4 ꕈꛦ빐ꗘ볐결쁒냏멁꓀ 냲슦ꪺ둃엩꓀ꖬ맏 16
꣓랽ꅇHoffman & Novakꅝ1996ꅞ ꙢꙐꑀꗷ곣ꡳ꒤ꅁHoffman & Novakꥼ꣏ꗎꑃ귓둃엩쓝꧊끷맯35귓둃엩낵ꓱ룻ꅃ떲ꩇ꙰ꑕꫭꅇ ꫭ2- 1 ꑪ늳둃엩뭐꒬냊둃엩ꪺꓱ룻 ꣓랽ꅇHoffman & Novakꅝ1996ꅞ 둃엩쏾ꝏ 쓝꧊ꑪ늳둃엩 ꒬냊둃엩 돸꿈ꅂ싸뭸ꅂꪽ놵뙬ꗳꗾ뉹룪끔뫴 ꅝDMꅞꅂꓡꕾ곝 ꑈ믚꒬냊꧊ 때 때 ꑈ뻷꒬냊꧊ 때 ꚳ 덳떲꣓랽볆ꗘ ꑀ귓 ꯜꙨ 뛇벽볒ꚡ ꑀ맯Ꙩ Ꙩ맯Ꙩ ꒺깥 ꓥ꙲ꅂ맏릳 ꓥ꙲ꅂ맏릳ꅂ셮궵ꅂ뱶릳 둃엩Ꙟ맯뫙꧊ ꚳ 때 볈껉ꪺꙐꡂ꧊ ꒣룔 ꚳ 뫮왛ꑗ굺뻇곣ꡳꅁꕩ땯뉻뫴룴둃엩ꕝꝴꑆꖭ궱뭐륱뗸둃엩ꪺ꽓꧊ꅁ룪끔뙱낪ꅁꧢ뙈꿠ꑏꗧ낪ꅝꓥ꙲ꅂ맏릳ꅂ셮궵ꅂ냊땥곒ꕩꅞꅁ돌궫굮ꪺ걏꣣돆ꑆꑈ뻷꒬냊꿠ꑏꅑꖭ궱둃엩ꕵ꿠ꕚ룼맏ꓹ뭐ꓥ꙲ꅁ둘ꕇꡓꚳꑈ뻷꒬냊ꪺ꿠ꑏꅃ ꕈ꣢뫘둃엩ꪺ뱳ꝩꝥ뉻결꣒ꅁRobbin Zeff & Brad Aronsonꅝ1997ꅞ뭻결ꖭ궱뱳ꝩ뭐뫴룴뱳ꝩ돌ꑪꪺ꒣Ꙑ덂Ꙣ꧳ꅁ껸뙏때ꩫ뙩ꑀꡂ뭐뱳ꝩꚳꅵ꒬냊ꅶ쏶ꭙꅆ뫴룴뱳ꝩꕩ꣑껸뙏쉉뿯ꅁ귚꣏껸뙏ꕩꕈ샲녯ꟳꙨꪺ룪끔ꅁ뇄꣺ꑕꑀꡂ왊ꅁꙢꙐꑀ귓뵵ꑗ땥궱쇊뙒냓ꭾꅃ ꗑꕈꑗꓥ쑭땯뉻ꅁꖻ곣ꡳ쉫꿇ꕘꅵ냊쁒멁땻ꯗꅶ뭐ꅵ꒬냊꧊ꅶ걏ꖭ궱둃엩뭐뫴룴둃엩꒧뚡꣢귓ꕄ굮ꪺ둃꒶꽓꧊깴늧ꅃ ꅵ냊쁒멁땻ꯗꅶ럓Hoffman & Novakꪺ뮡ꧺꅁꕩ녱꒺깥ꑗ꣓ꥷ롱ꅁꖭ궱둃엩ꪺ꒺깥뛈ꓥ꙲뭐맏릳ꅁꙝꚹ냊쁒멁땻ꯗ걏쓝꧳냊멁땻ꯗꝃꅂ쁒멁땻ꯗ낪ꪺ둃엩ꅆ뫴룴둃엩ꭨꗑ꧳Ꙑ껉꣣돆ꑆꓥ꙲ꅂ맏릳ꅂ셮궵ꅂ냊땥떥ꝥ뉻꿠ꑏꅁꙝꚹ냊멁땻ꯗ곛럭낪ꅁ쁒멁땻ꯗꭨꕩ낪ꕩꝃꅃ Rafaeliꅝ1986,1988ꅞ쏶꧳ꅵ꒬냊꧊ꅶꑗꭨꝀꕘꑀ땦ꥷ롱ꅁꕌ뭻결ꅵ꒬냊1 7
꧊ꅶ걏Ꙣ랾덱륌땻꒤꣣ꚳ엜냊꧊ꪺꑀ뫘꽓뷨ꅁꣃ뇄ꗎ냑뭐Ꙣ랾덱륌땻꒤ꪺꙞ삳ꅝresponsivenessꅞ맯룜ꅝconversationalityꅞ꣓ꥷ롱꒬냊꧊ꅆWilliamꅂRice & Rogersꅝ1988ꅞꭨ뭻결ꅵ꒬냊꧊ꅶ걏Ꙣ꯹쓲ꪺ뛇벽ꗦ뒫끔꺧럭꒤ꅁꗴ꛳끔꺧뭐ꭥ궱ꪺ끔꺧걏ꚳ쏶덳ꪺꅆHeeterꅝ1989ꅞ룻궫뗸둃엩ꪺ꽓뱸꣏ꗎ놡ꩰꪺ꒬냊꧊ꅁ녱뛇벽뉺뷗ꪺ왛쉉ꅁ뒣ꕘꯘ멣꒬냊꧊ꪺ꒻ꑪ멣궱ꅁ꓀ꝏ걏ꅇ ꑀꅂ?뿯뻜ꪺ뷆싸꧊ꅁꗧꝙꙀꚳꙨꓖ룪끔ꕩ뒣꣑떹냑뭐ꅃ ꑇꅂ?냑뭐띑굮샲녯룪끔ꑗ꧒ꖲ뚷ꩠꪺꓟꑏꅃ ꑔꅂ?둃엩맯냑뭐ꪺꙞ삳꿠ꑏꅃ ꕼꅂ?둃엩뫊럾뻣귓꡴닎꣏ꗎ놡ꪺ꿠ꑏꅃ ꒭ꅂ?냑뭐뱗ꕛ룪끔ꪺ깥꧶땻ꯗꅃ ꒻ꅂ?둃엩ꭐ뙩ꑈ믚뛇벽ꪺ꿠ꑏꅃ 꿕뱹럧ꅝ1998ꅞ녎꒬냊꧊꓀결꒭ꑪ뱨ꚸꅇ닄0뱨결ꞹꗾ때꒬냊ꅂ닄ꑀ뱨결꒺깥꒬냊ꅂ닄ꑇ뱨결덳떲뭐걤룟꒬냊ꅂ닄ꑔ뱨결ꫀ라꒬냊ꅂ닄ꕼ뱨ꭨ결귓ꑈ꓆꒬냊ꅁ곣ꡳ떲ꩇ땯뉻ꅁWWW꒬냊뱳ꝩ꒬냊뱨ꚸ뙖낪ꅁ껸뙏쑀띎ꑊ룪랽뙖Ꙩꅆ꒬냊뱳ꝩꅝ뒣꣑닄ꑀ뱨꒬냊ꕈꑗꅞꑝꓱ뛇닎뵵꧊뱳ꝩꅝ닄0뱨꒬냊ꅞꚳ껄ꅃ돌ꯡ곣ꡳ떲ꩇ땯뉻ꅁ꒣Ꙑꪺ쉳쓽ꛦ결ꅁ뭐꒣Ꙑꪺ늣ꭾ쏾ꮬꅁWWW꒬냊뱳ꝩ꒬냊뱨ꚸꪺ뱳ꝩ껄ꩇꗧ꒣Ꙑꅃ ꙝꚹꅁ냲꧳ꑗ굺ꪺ곣ꡳ떲ꩇꅁꖻ곣ꡳꡍꥷꕄ굮녎놴끑ꅵ냊쁒멁땻ꯗꅶ뭐ꅵꑈ뻷꒬냊꧊ꅶ꣢뫘둃꒶꽓꧊ꅁꣃ낲덝둃엩뚡녎ꙝ냊쁒멁땻ꯗ뭐ꑈ뻷꒬냊땻ꯗꪺ깴늧ꅁ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꗧꚳ꧒깴늧ꅃꖻ곣ꡳ놵ꑕ꣓녎ꗽ끑뷗볆뫘둃엩뛇벽볒ꚡꅁꕈ뙩ꑀꡂ꣣엩셁룑ꖭ궱뭐뫴룴둃엩꒧뚡뭐ꑈ꒬냊ꪺꮬ멁깴늧ꅃ ꑔꅂ?둃엩뛇벽볒ꚡ Hoffman 뭐Novakꅝ1996ꅞ뒿뒣ꕘꑔ뫘둃엩ꪺ뛇벽볒ꚡꅁꝙꑪ늳둃엩볒ꚡꅝMass Media Modelꅞꅂꑈ믚뭐륱뢣꒤꒶뛇벽볒ꚡꅝInterpersonal and Computer-mediated Communication Modelꅞꅂ뙗둃엩륱뢣뫴룴둃엩볒ꚡꅝHypermedia Computer EnvironmentsꅆHypermedia CMEsꅞꑔ뫘ꅃ꓀ꝏ룑쓀꙰ꑕꅇ 18
1. ꑪ늳둃엩볒ꚡꅇ뛇닎ꑪ늳둃엩ꪺ뛇벽륌땻걏ꑀ맯Ꙩꪺꅁ덺륌뱳벽ꅂꖭ궱Ꙍ꣪뭐륱뗸떥둃엩ꅁ뒣꣑쁒멁ꪺꓥ꙲ꅂ뱶릳ꅂ맏ꓹꅁ걏냊멁ꪺ셮궵ꅂ뱶릳뭐냊땥ꅃꙢ덯귓뛇벽볒ꚡ꒤ꅁ뛇벽ꅝ뱴냓ꅞ뭐빜얥늳ꅝ껸뙏ꅞ꒧뚡걏돦Ꙗꪺ뛇벽ꅁꗑ뱴냓덺륌둃엩뛇뮼끔꺧떹껸뙏ꅃ 껸뙏 껸뙏 뱴냓 ꒺깥 둃엩 껸뙏 껸뙏 맏2- 5 ꑪ늳둃엩볒ꚡ ꣓랽ꅇHoffman & Novakꅝ1996ꅞ 2. ꑈ믚뭐륱뢣꒤꒶뛇벽볒ꚡꅇꚹ볒ꚡ뭐뛇닎ꑪ늳둃엩볒ꚡ냟ꑀꪺ꒣Ꙑ쉉Ꙣ꧳Ꙩꑆꑈ믚랾덱꧳꣤꒤ꅃ둃엩Ꙣ뱴냓뭐껸뙏꒧뚡굴끟ꑆ싹Ꙗ랾덱ꪺ뫞륄ꅃꙐ껉ꚹ뫘꒬냊꒣궭꧳ꑀ맯ꑀꑀ맯Ꙩꅁ곆ꛜꕩ땯깩ꚨꙨ맯Ꙩꪺ꒬냊볒ꚡꅃ 껸뙏 ꒺깥 둃엩 껸뙏 ꒺깥 맏2- 6 ꑈ믚뭐륱뢣꒤꒶뛇벽볒ꚡ ꣓랽ꅇHoffman & Novakꅝ1996ꅞ 3. 뙗둃엩륱뢣뫴룴둃엩볒ꚡꅇ꧒뿗ꪺ뙗둃엩둎걏꙰꒵ꗾ뉹룪끔뫴ꪺ랧꧀ꅁ덺륌html뭹ꢥꅁ꣏ꗎꙢ쉳쓽뺹ꑗꕩꗴ띎빜얪뭐덳떲ꓥ꙲맏ꅁ1 9
덯걏ꑀ뫘꫱ꑈ뢣ꯤꛒꪺ볒ꚡꅁ걏ꑀ뫘ꭄ뚶Ꟈ꧊ꪺꅁꕩ룵아ꚡ빜얪ꪺ둃엩꒺깥ꅃ뙗둃엩륱뢣뫴룴둃엩ꕈꑀ귓냊멁뒲ꝇꅂꗾ뉹꓆ꪺ뫴룴샴맒ꅁ맯꧳껸뙏뱴냓뒣꣑꣢뫘ꕄ굮꽓ꛢꅇ뒣꣑꒬냊ꚡ쉞꣺ꪺ뙗둃엩끔꺧꒺깥ꅂꖻꢭꝙ걏뒣꣑Ꙩꑈ꒬냊ꪺ둃엩ꅃꙝꚹꅁꚹ뫘볒ꚡ뫮Ꙙꭥ꣢뫘ꪺ꽓ꛢꅁ뒣꣑ꑆꑈ뻷꒶궱뭐ꑈ귻꒬냊꧊ꅃHoffman & Novakꅝ1996ꅞ뭻결ꅁ뙗둃엩랾덱샴맒꿠엽압ꯈꚳꟳꙨꪺ꒬냊뻷라ꅁꣃꕂ덜Ꙩ뛇닎둃엩ꪺ꒣ꑇꩫꭨꗧ녎덑ꖴ꽽ꅁꛦ빐ꑈ귻녎ꚳꟳꙨ꒸ꪺ덜Ꙩꛦ빐뻷라ꅁꕝ걁늣ꭾ뭐ꛦ빐떦늤ꪺꙁ삳ꗎꅂ뛇벽꒺깥ꑗꪺ돐띳떥ꅃ 껸뙏 껸뙏 ꒺깥껸뙏 뱴냓 ꒺깥 둃엩 ꒺깥 껸뙏 뱴냓 ꒺깥 뱴냓 뱴냓 맏2- 7 뙗둃엩륱뢣뫴룴둃엩볒ꚡ ꣓랽ꅇHoffman & Novakꅝ1996ꅞ ꕼꅂ?둃꒶꽓꧊맯꧳뱳ꝩ껄ꩇꪺ맪쏒곣ꡳ ꅝꑀꅞ맪쏒곣ꡳ 둃엩ꪺ뱳ꝩ곛쏶곣ꡳ쇶땍ꚨꩇ곆Ꙩꅁ쉁ꓖꚳ곣ꡳ녍곣룳둃엩ꓱ룻뱳ꝩ껄ꩇ꒧곛쏶곣ꡳꅁꚳ꣤ꕌ쒳썄ꪺ둃엩ꓱ룻곣ꡳꅃ꣒꙰썑ꛋ셰ꅝ2000ꅞ덺륌꒣Ꙑꗴ냈뭐꒣Ꙑ둃엩ꪺ닕Ꙙꅁ꣓놴끑뫴룴둃엩꒧둃엩싗둉꧊ꅃ곣ꡳ떲ꩇ땯뉻ꅁ때뷗뇄ꗎ꛳뫘ꗴ냈ꅁ뛇닎둃엩뭐뫴룴둃엩맯ꡍ떦ꭾ뷨ꣃ때깴늧ꅁ믝굮 20
ꫡ뙏룻Ꙩꪺ랾덱껉뚡ꅃꚹꕾꅁ꒣Ꙑꪺꗴ냈Ꙣ꒣Ꙑ둃엩뚡ꗧꚳ꒣Ꙑꪺ둃엩몡띎ꯗꅁ맯뛇닎둃엩ꛓꢥꅁꣳ냓ꮬꗴ냈ꚳ룻낪ꪺ둃엩몡띎ꯗꅆ맯뫴룴둃엩ꛓꢥꅁ뒼ꑏꮬꪺꗴ냈ꚳ룻낪ꪺ둃엩몡띎ꯗꅃ ꚹꕾꅁꙢ뫴룴둃엩꽓꧊ꑗꅁꑷꚳ꒣ꓖꪺ곛쏶곣ꡳ뗛뺥곆뉠ꅁꕝ걁ꑆꅇ ꢦ뚮뱺ꅝ1996ꅞ끷맯룪끔ꝥ뉻ꓨꚡ맯뫴룴ꛦ빐뱳ꝩ껄ꩇ곣ꡳ꒤ꅁ땯뉻WWW뫴궶굙ꝥ뉻냊멁껄ꩇꕩ늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅂ쇊뙒띎쑀ꅃ맯꧳룪끔끏뻐껄ꩇꪺ뱶암룻꒣엣뗛ꅃ뙗ꓥꖻꅝHypertextꅞꪺ꣏ꗎ꽓꧊라늣ꗍ룻꣎ꪺ뮡ꩁ껄ꩇ뭐룪끔끏뻐껄ꩇꅃ Ꝥꓟꅝ1996ꅞꭨ뇽놴끑WWW꣣ꚳꙨ둃엩ꅂ뙗쏬떲뭐룪끔뛇뮼ꪺꕜ꿠ꅁ걏ꝟ꽵꿠맯빜얥늳늣ꗍ룻꣎ꪺ랾덱껄ꩇꅃ떲ꩇ땯뉻ꅁWWW둃엩ꪺ룪끔싗둉땻ꯗꅁ라뱶암빜얥늳껸뙏ꪺ룪끔끏뻐껄ꩇꅃ둃엩ꪺ룪끔싗둉ꯗ뙖낪ꅁ꒣ꑀꥷ룪끔끏뻐껄ꩇ둎ꟳꙮꅃꕴꕾꅁꕈ뙗ꓥꖻꓨꚡꝥ뉻싹궱뙄ꡄꪺ룪끔ꅁꕩ산ꝕ빜얥늳껸뙏ꞹ뻣ꪺ뉺룑룪끔ꅁꕩꕈꓞ땯룻ꙮꪺꭾ땐멁ꯗꅃ 뿠ꯘ뎣ꅝ1998ꅞꭨ꒬냊땻ꯗ낪ꝃ뭐맏ꓹꑪꑰ뙩ꛦ뫴룴뱳ꝩ끔꺧덝군ꅁ떲ꩇ땯뉻껸뙏뭻결꒬냊꧊낪ꅂ맏ꓹꑪꪺ뱳ꝩ덝군ꓱ꒬냊꧊ꝃꅂ맏ꓹꑰꪺ뱳ꝩ덝군ꟳ깥꧶엽ꑈꙢ쉳쓽끔꺧껉끧ꖢꅃ꣤뇀뷗뫴룴꣏ꗎꙢ쉳쓽뫴궶껉ꅁꯜꙨꑈ걏쓝꧳끔꺧ꕄ냊띪둍ꅝInformation seekerꅞꅁ륌Ꙩꪺ맏ꓹ뭐꒬냊꧊ꕩ꿠라뻚뫴룴뛇끥뭐빜얪껉뚡ꅆꕴꑀ귓ꙝ꿀ꕩ꿠걏뫴룴꿀빩땻ꯗ냝썄ꅁ뫴룴꣏ꗎ롧엧꒣ꢬꪺ놡ꩰꑕꅁ륌Ꙩꪺ꒬냊덝군ꛓ깥꧶ꚨ결굴뻡ꅃ ꓽ몳귵ꅝ1998ꅞ곣ꡳꭨ땯뉻ꅁ둎둃엩꽓꧊ꪺ뱳ꝩꕄ껄ꩇꛓꢥꅁ맏ꓥꣃ굚볒ꚡ뒣꣑껸뙏룻ꞹ뻣ꪺ늣ꭾ룪끔ꅁꕩꕈ뱗ꕛ껸뙏ꪺ쇊뙒띎맏ꅃꕴꕾꅁꙢ뫴궶ꑗ쁒멁맏뭐냊멁맏ꪺꝥ뉻ꑗꅁꙢ껸뙏ꪺ뱳ꝩ껄ꩇꑗꣃꖼ륆꣬엣뗛깴늧ꅃꛓ뙗쏬떲꽓꧊맯꧳뵵ꑗ쇊뙒띎맏ꪺ껄ꩇꣃ꒣엣뗛ꅃ 뾽ꟓ녪ꅝ1998ꅞ럓FCB볒ꚡ꧒냏꓀ꪺ늣ꭾ쏾ꝏꅁ둎꒣Ꙑꪺ뚡꿠ꑏꅂꡍ떦궷껦뭐쇊뙒롧엧놴끑뱳ꝩ뫴궶뗸쒱ꝥ뉻맯뱳ꝩ껄ꩇꪺ뱶암ꅁ떲ꩇ땯뉻꒣Ꙑꪺ뫴궶뗸쒱ꝥ뉻ꓨꚡꪺ뵔꿠뱶암뱳ꝩ뫴궶뮡ꩁ껄ꩇꅃ 2 1
Ꝧ꒹꒤ꅝ1999ꅞ땯뉻뫴룴꒬냊ꚡꙨ둃엩맯뱳ꝩ믹귈늣ꗍꖿꙖꪺ뱶암ꅁꙢꚹ뱳ꝩ믹귈ꪺ걏뱳ꝩ맯껸뙏ꛓꢥ뻣엩ꝥ뉻ꕘ꣓ꪺ믹귈ꅁ걏ꑀ뫘뱳ꝩꖫ돵꣺Ꙗꪺ궫굮뙱듺뻚ꅁꟳꕩꕈ럭Ꝁ껸뙏맯꧳맯뻣귓늣띾ꫭ뉻ꪺꓞꅆꛓ뛀ꭔ맅ꅝ2000ꅞꗧ땯뉻ꅁ뫴룴뱳ꝩꪺ꒬냊ꕜ꿠맯꧳뱳ꝩ껄ꩇꚳ엣뗛뱶암ꅃꕂ뫴룴뱳ꝩꪺ꒬냊ꕜ꿠뭐꒣Ꙑꪺ둃엩뱳ꝩ멁ꯗꗦ꒬Ꝁꗎꅁ맯뱳ꝩ껄ꩇꗧꚳ엣뗛ꪺ뱶암ꅃ ꑪꧨ왛꒧ꅁ쏶꧳뫴룴둃엩꽓꧊ꪺ뱳ꝩ껄ꩇ곣ꡳ곛럭Ꙩꅁ뫴룴ꑗꪺ냊쁒멁땻ꯗ뭐ꑈ뻷꒬냊꧊걏ꝟ뭐ꖭ궱둃엩꒣뫉곛Ꙑꅁ걏ꖻ곣ꡳꓞ땯ꪺ곣ꡳ냝썄꒧ꑀꅁꙝꚹꖻ곣ꡳ링룕ꪽ놵ꓱ룻ꖭ궱뭐뫴룴꣢뫘둃엩ꅁ끷맯ꑈ뻷꒬냊꧊뭐냊쁒멁땻ꯗ꣢뚵꽓뱸뙩ꛦ뻞셡ꅁ놴끑걏ꝟꙢ뫴룴둃엩뭐ꖭ궱둃엩꒧뚡ꗧꚳ꒣Ꙑꪺ뱳ꝩ껄ꩇ늣ꗍꅃ ꅝꑇꅞ꣢뫘둃꒶꽓꧊깴늧ꪺꛦ빐띎롱 Ꙣ꒣Ꙑ둃꒶꒧뚡ꅁ때뷗걏뛇닎둃엩걏뫴룴둃엩ꅁ돌ꑪꪺ깴늧Ꙣ꧳꣤냊쁒멁땻ꯗꪺ깴늧뭐ꑈ뻷꒬냊꧊ꪺꚳ때ꅃReardon & Rogersꅝ1988ꅞ뭻결꣣ꚳ낪ꯗ꒬냊꧊ꪺ띳뾳둃엩ꅁꙢ뒣꣑냊쁒멁끔꺧꣣ꚳꑪ늳뛇벽ꅂ궱맯궱랾덱ꪺ둃꒶꽓꧊ꑕꅁ맯꧳뛇벽ꛓꢥ녎ꚳꟳꙨ꒸ꪺ뻣Ꙙ뭐삳ꗎ뻷라ꅁ꣒꙰륱뗸뱳벽ꑀ꿫Ꝁ결땵듁녋뚰썮ꗺꪺ둃엩ꅁ꣏껸뙏맯늣ꭾ늣ꗍ뭻ꪾꅁꛓ결ꑆ뒣꣑ꟳ룔닓ꪺ늣ꭾ끔꺧ꅁꑓꖲ뚷덺륌ꖭ궱Ꙍ꣪둃엩ꅁꕈꝀ결듁꯹쓲썮ꗺꪺ둃꒶ꅆ꙰꒵뙗둃엩뛇벽볒ꚡ녎돐덹ꕘꟳꙨ삳ꗎꕩ꿠ꅁ낪ꯗ꒬냊꧊ꪺ띳뾳둃엩ꅁꙢ뒣꣑냊쁒멁끔꺧ꑕꅁ삳꿠Ꙑ껉땯뒧땵듁썮ꗺꪺꛦ빐ꗘꪺꅃ 맯꧳껸뙏ꛓꢥꅁWebster, Trevino & Ryanꅝ1993ꅞꕘꅁꙢ뙗둃엩CMEsꪺ뛇벽륌땻꒤ꅁ껸뙏꣏ꗎ둃엩껉녎ꩠ띎ꑏ꧱Ꙣ륱뢣뿃맵ꑗꅁꚨꅵ땊쉉꧊ꩠ띎ꑏꅶꅁ롧ꗑ껸뙏꒺Ꙣ뭐ꕾꙢꪺ냊뻷Ꝁꗎꅁ녎뒣낪껸뙏꽁ꑊꪺ땻ꯗꅁ꽁ꑊ땻ꯗ꒣Ꙑꗧ녎맯뱳ꝩ껄ꩇꚳ꧒뱶암ꅃ 뻣뉺ꕈꑗꓥ쑭ꕩ쉫꿇녯ꪾꅁꑪ뎡꓀ꪺ곣ꡳ뎣뭻결둃엩꽓꧊꒤꒬냊땻ꯗ낪ꅁ녎ꕩ뱶암뱳ꝩ껄ꩇꪺ땯ꗍꅃꕂꖭ궱둃엩뭐뫴룴둃엩ꪺ뛇벽볒ꚡꑪ곛덷 22
깸ꅁꖭ궱둃엩돦Ꙗꚡꪺ뛇벽ꮬ멁ꅁ굾늧꧳뫴룴둃엩ꪺ낪ꯗ꒬냊꧊ꅝꑈ믚뭐ꑈ뻷꒬냊꧊ꅞ볒ꚡꅁ꒣Ꙑꪺ둃꒶꽓꧊ꪺ뵔ꚳꕩ꿠뻉교꒣Ꙑ뱳ꝩ껄ꩇꪺ땯ꗍꅃꙢꖻ곣ꡳ꒤ꅁ꧒쏶ꓟꪺ둃엩꽓꧊녎싪ꥷ결ꅵꑈ뻷꒬냊꧊ꅶ뭐ꅵ냊쁒멁땻ꯗꅶꅁꖻ곣ꡳ녎곣ꡳ뵤돲ꦵꛜ룳둃엩뚡ꪺ둃꒶꽓꧊ꓱ룻ꅁꛓꚹꝙ결ꖻ곣ꡳ돌ꕄ굮놴끑ꪺ쒳썄ꅃ 2 3
닄ꕼ론?뱳ꝩ뙄ꡄ ꑀꅂ?ꥷ롱뭐꓀쏾 Kotlerꅝ1994ꅞ뭻결ꅁ뛇벽ꖲ뚷굮ꯤ꿁맯ꗘ볐빜얥늳뛇뮼ꕘ꒰믲볋ꪺ끔꺧ꅁꑾ꿠녯꣬륷듁ꪺꙞ삳ꅃꛓꙢ덝군뛇벽끔꺧꒺깥껉ꅁ뻚ꛦ빐ꪺ뙩땻ꕩ녎끔꺧뫘쏾Ꟈ꓀결ꕼ뎡꓀ꅇ뙄ꡄꅝappealsꅞꅂꕄ썄ꅝthemeꅞꅂ뉺꧀ꅝideaꅞꅂ뽗꽓빐냢ꕄ녩ꅝUSP, unique selling propositionꅞꅃ ꛓKotlerꑓ쑾쓲녎뱳ꝩ뙄ꡄ닓꓀ꚨꑔ뫘ꅁꝙ뉺꧊뙄ꡄꅝRational appealsꅞꅂ띐꧊뙄ꡄꅝEmotional appealsꅞꅂ륄뱷뙄ꡄꅝMoral appealsꅞꅃꛓ꣤꒤띐꧊뙄ꡄꑓ꽓ꝏ꓀결꺣쓟뙄ꡄꅂ꧊뙄ꡄꯕ쁱뙄ꡄꑔ뫘ꅃ Belch & Belchꅝ1998ꅞ맯꧳뱳ꝩ뙄ꡄꝀꑆꕈꑕꪺꥷ롱ꅁ뱳ꝩ뙄ꡄ걏ꗎ꣓Ꝭꓞ껸뙏ꪺꩠ띎ꑏꅁꣃ룕맏뱶암ꕌ귌맯늣ꭾꩁ냈ꪺ멁ꯗ뭐놡띐ꅃꙝꚹꅁ뱳ꝩ뙄ꡄꑝꕩꕈ럭Ꝁ걏걙뫘꿠띐냊ꑈ귌ꪺꩆꛨꅁ맯ꑈ귌뮡ꕘꕌ귌ꪺ믝굮믝ꡄꅁꣃ꣫뽅ꕌ귌ꪺ뾳뷬ꅃBelch & Belch맯뱳ꝩ뙄ꡄ낵ꕘ꣢뫘꓀쏾ꅁꕌ귌뭻결뱳ꝩ뙄ꡄꚳ꣢뫘ꅁꑀ결뉺꧊뙄ꡄꅝRational appealsꅞꅁꕴꑀ결띐꧊뙄ꡄꅝemotional appealsꅞꅃ 꾬믱ꦣꅝ1995ꅞ꽓ꝏ끷맯뉺꧊뙄ꡄ뭐띐꧊뙄ꡄ떦늤낵ꕘꓱ룻ꅁ꙰맏2-8꧒ꗜꅃꕌ뭻결ꅁ뉺꧊뙄ꡄꪺ꽓쉉Ꙣ꧳ꅵ늣ꭾ룪끔ꅶꅁ곛룻꧳띐꧊뙄ꡄꭨ걏ꅵ늣ꭾ뙈ꅶꅆꛓ뱳ꝩ껄ꩇꗧꙕꚳ꒣Ꙑꅁ뉺꧊뙄ꡄꙢ꧳ꅵ뭻ꪾꯗꅂ뉺룑ꯗꅂ뮡ꩁꯗꅶꅁ띐꧊뙄ꡄꭨꙢ꧳ꅵꓞ끟ꩠ띎ꅂ끏뻐ꯗꅂ늣ꭾ뙈ꅂ뮡ꩁꯗꅶꅃ 뫮Ꙙꕈꑗ뻇ꪺ꓀쏾ꅁꕈꑕ녎끷맯뉺꧊뙄ꡄꅂ띐꧊뙄ꡄ낵ꕘ슲돦쉫꿇ꅃ 1. 뉺꧊뙄ꡄꅇꕄ굮Ꙣ뙄ꡄ빜얥늳꧒쏶ꓟꪺꝑ꽱ꅁ맯빜얥늳ꯅ뫙늣ꭾ녎꣣돆꛳뫘쁵쉉뭐ꕜ꿠ꅁꕝ걁늣ꭾꪺꭾ뷨ꅂ롧샙꧊ꅂ믹귈ꅂ껄꿠떥ꅃ뉺꧊뙄ꡄꪺ끔꺧꒺깥녪뷕맪ꅂ뻇닟꧊뭐뮡ꩁꪺ엞뿨ꅃ 2. 띐꧊뙄ꡄꅇ뭐압ꯈ맯쇊뙒냓ꭾꩁ냈ꪺꫀ라뭐ꓟ료믝ꡄꝀ쏶셰ꅁꗸ맏ꓞ땯걙라꣫뽅껸뙏쇊뙒냊뻷꒧ꖿ궱굴궱ꪺ놡띐ꅃ꾬믱ꦣꅝ1995ꅞ맯띐꧊뙄ꡄꪺꥷ롱걏ꅁꅵꑀ뫘ꕝꝴꙢ뱳ꝩ료ꪺ꧓뿕ꅁ덺륌덯뫘꧓뿕ꕩꕈ몡ꢬ껸뙏 24
꒧ꫀ라믝ꡄꓟ뉺믝ꡄꅶꅃꖿ궱ꪺ놡띐뙄ꡄ꒤ꅁꕝ걁ꚳꯕ쁱뭐꧊떥ꓨꚡꅁꙢ굴궱ꪺ놡띐뙄ꡄ꒤ꅁꭨꕈ꺣쓟뙄ꡄ결ꕎꫭꅃ 뉺꧊떦늤 띐꧊떦늤 낪ꑊ ꝃꑊ 빁ꗎ껉뻷ꚨ듁늣ꭾ ꚨ보듁늣ꭾ 깴늧꓆늣ꭾ 때깴늧꓆늣ꭾ 꽓쉉 룪끔 뙈 냵ꛦ궷껦ꓥ꙲ 럅띸ꅂꙐ놡ꅂ ꚡꓥ껗 뭹뷕ꅂ뭹껰ꅂ궵볖ꅂ썃ꛢꅂ궷껦ꅂ띐놡 룻꣎냵ꛦꖭ궱둃엩 뱳벽둃엩ꅝꝴ둃엩 륱뗸ꅂ뱳벽륱ꕸꅞ 뱳ꝩ껄ꩇ뭻ꪾꯗꅂ뉺룑ꓞ끟ꩠ띎ꅂ끏뻐 ꯗꅂ뮡ꩁꯗ ꯗꅂ늣ꭾ뙈ꅂ뮡ꩁꯗ 맏2- 8 뱳ꝩ띐꧊떦늤뭐뉺꧊떦늤꒧ꓱ룻 ꣓랽ꅇ꾬믱ꦣꅝ1995ꅞ ꑇꅂ?뱳ꝩ뙄ꡄ맯꧳뱳ꝩ껄ꩇꪺ맪쏒곣ꡳ ꅝꑀꅞ맪쏒곣ꡳ 녩ꟓ껛ꅝ1989ꅞ곣ꡳꕘꅁꙢꅵ뉺꧊ꇏꯕ쁱뙄ꡄꅶꅂꅵ뉺꧊ꇏ꺣쓟뙄ꡄꅶꅂꅵ놡띐ꇏꯕ쁱뙄ꡄꅶꅂꅵ놡띐ꇏ꺣쓟뙄ꡄꅶꕼ뫘뙄ꡄ닕Ꙙ꒤ꅁꅵ뉺꧊+ꯕ쁱뙄ꡄꅶꪺ뱳ꝩ껄ꩇ돌꣎ꅁꙢ맯늣ꭾꪺꙌ뙈ꑗꅂ껸뙏ꪺ늣ꭾꭈ꧀ꅂ늣ꭾ뾳뷬ꅂ맯늣2 5
ꭾꪺ멁ꯗꅂꕈ쇊뙒띎맏ꑗꅁ뎣걏ꕈ뉺꧊뙄ꡄ띦끴ꯕ쁱뙄ꡄꪺ떦늤닕Ꙙꚳ돌ꙮꪺꫭ뉻ꅃ Ꟶ뮷ꅝ1996ꅞ곣ꡳꭨ땯뉻ꅁꙢ뱳ꝩ멁ꯗꑗꅁ럭뱳ꝩꕄꕩꭈꯗ낪껉ꅁ띐꧊뙄ꡄꪺꫭ뉻쁵꧳뉺꧊뙄ꡄꅆꛓꙢ뱳ꝩꕄ녩멁ꯗꑗꅁ럭뱳ꝩꕄꕩꭈꯗꝃ껉ꅁ뉺꧊뙄ꡄꪺꫭ뉻쁵꧳띐꧊뙄ꡄꅃ ꚶ뻥ꦯꅝ1997ꅞꪺ뱳ꝩ껄ꩇ곣ꡳ꒤ꅁ땯뉻ꓱ룻꧊뱳ꝩ띦끴뉺꧊뙄ꡄꚳ룻낪ꪺꓥ꙲Ꙟ뻐뉶ꅁꙐ껉ꗧꚳ룻낪ꪺ뱳ꝩ멁ꯗ늣ꗍꅃꕴꕾꅁꭄꓱ룻꧊뱳ꝩ띦끴띐꧊뙄ꡄ뭐ꝃ꽁ꑊꯗ늣ꭾꪺ떦늤닕Ꙙꅁꗧ늣ꗍ룻낪ꪺ뱳ꝩ멁ꯗꅃ뉺꧊뙄ꡄ띦끴ꝃ꽁ꑊ늣ꭾ껉ꅁꭨ룻꿠ꓞ끟쇊뙒띎쑀ꅃ ꅝꑇꅞ꒣Ꙑ뱳ꝩ뙄ꡄꪺꛦ빐띎롱 녱ꕈꑗ둘뚵ꓥ쑭쉫꿇ꕩ땯뉻ꅁ꒣Ꙑꪺ뱳ꝩ뙄ꡄꕩ꿠맯꧳뱳ꝩ껄ꩇꚳꙨꓖꪺ뱶암ꅃꓗ꣤럭뱳ꝩ뙄ꡄ띦끴꣤ꕌ엜볆ꅁ꙰늣ꭾ꽁ꑊꯗꅂꓱ룻꧊뱳ꝩꅂ뱳ꝩꕄꕩꭈꯗ떥엜뚵껉ꅁ둎ꚳꕩ꿠뱶암뱳ꝩ껄ꩇꪺ늣ꗍꅁꕂ띦끴꒣Ꙑꪺ엜뚵닕Ꙙ껉ꅁ뉺꧊띐꧊뙄ꡄꙕꚳ엣뗛ꪺꫭ뉻ꅃꙝꚹꖻ곣ꡳ녎뱳ꝩ뙄ꡄꙃ결궫굮ꪺ엜뚵꒧ꑀꅁ룕맏뻞셡뱳ꝩ뙄ꡄ엜뚵ꅁ놴끑뱳ꝩ껄ꩇ꣼꣬ꪺ뱶암ꅃ 26
닄꒭론?늣ꭾ꽁ꑊ ꑀꅂ?ꥷ롱뭐꓀쏾 Zaichkowskyꅝ1986ꅞ녎꽁ꑊ낵ꑆꕈꑕꪺꥷ롱ꅇꅵ꽁ꑊ걏귓ꑈꚳ믝ꡄꅂ믹귈왛뭐뾳뷬ꅁ맯볐ꪺꪫꪺꪾ쒱쏶꧊ꅃꅶ녱ꛦ빐왛쉉꣓곝ꅁ덯ꕩ뮡걏껸뙏맯걙ꑀ늣ꭾꩁ냈늣ꗍ뾳뷬ꪺ땻ꯗꅃMyung-Soo Leeꅝ1989ꅞ맯꽁ꑊꪺ곝ꩫ걏ꅁꅵ귓ꑈ맯ꗘ볐ꕄ엩꙳Ꙣꪾ쒱믹귈ꅁꕈꫭꗜ맯ꗘ볐ꕄ엩ꪺ뾳뷬ꅃꅶꛓꗘ볐ꕄ엩ꕩ꿠걏늣ꭾꖻꢭꅝꝙ늣ꭾ꽁ꑊꅞ쇊뙒ꡍ떦ꅝꝙꭾ땐ꡍ떦꽁ꑊꅞꅃꗑꚹ곝꣓ꅁ껸뙏꽁ꑊ걏빜얥ꑈꖻꢭ맯꧳ꗘ볐ꕄ엩ꪺꪾ쒱믹귈ꅃ 껸뙏꽁ꑊꪺ뫘쏾ꑝꙕꚳ꒣ꙐꅁPerseꅝ1990ꅞ럓껸뙏맯ꗘ볐ꕄ엩꽁ꑊꪺ륌땻ꅁ녎꽁ꑊ꓀쏾결뉺꧊꽁ꑊꅂ띐꧊꽁ꑊ꣢뫘ꅆꑝꚳ꣤ꕌ뻇럓껸뙏맯꽁ꑊ맯뙈ꪺꛦ결ꫭ뉻ꛓ낵ꪺ꓀쏾ꅁ꓀결맯뱳ꝩꪺ꽁ꑊꅝHupfer & Garder,1971ꅞꅂ맯늣ꭾꪺ꽁ꑊꅝClarke & Belk,1978ꅞꅂ맯쇊뙒ꡍ떦ꪺ꽁ꑊꅝZaichkoesky,1986ꅞ떥ꅃ 놵ꑕ꣓ꗽ꒶닐뉺꧊뭐띐꧊꽁ꑊꅁ덯걏뻚껸뙏맯ꗘ볐ꕄ엩꽁ꑊꪺ륌땻꣓냏꓀ꪺꅝPerse, 1990ꅞꅇ 1. 뉺꧊꽁ꑊꪺ걏껸뙏맯ꗘ볐ꕄ엩꽁ꑊ륌땻꒤롧륌ꑔ뚥걱ꅇꩠ띎ꅂ뉺룑뭐뵔뭻ꅂ끏뻐떥륌땻ꅃ 2. 띐꧊ꪺ꽁ꑊꭨ걏껸뙏Ꙣ꽁ꑊ륌땻꒤ꅁꪽ놵ꕈ놡띐ꫭ륆ꕘ맯ꗘ볐ꕄ엩ꪺ띐꣼ꅃ 낣ꑆ럓꽁ꑊꪺ륌땻꣓냏꓀ꅁꑝꚳ뻇꯶럓꽁ꑊꪺ맯뙈꣓냏꓀ꅁꕝ걁ꑆꅝZaichkowsky, 1985ꅞꅇ 1. 늣ꭾꪺ꽁ꑊꅇ걏껸뙏맯꧳늣ꭾꪺ궫뗸땻ꯗ껸뙏귓ꑈ뷡꒩늣ꭾ귓ꑈꕄ왛띎롱ꅆ맯늣ꭾꞹꗾꑊꪺꛛ뭻Ꙑꅁ꣬꒣깨ꑀ압ꪺ닶꒣쏶ꓟꅃ 2. 뱳ꝩ꽁ꑊꅇ빜얥ꑈ맯꧳뱳ꝩ끔꺧꧒떹꒩ꪺ쏶ꓟ땻ꯗ놵쒲뱳ꝩ껉ꪺꓟ뉺ꪬ멁ꅁ녱뚰꒤뫫꾫ꩠ띎ꅁ꣬썐뻓ꅂ뗸ꛓ꒣ꢣꅃ 3. 쇊뙒ꡍ떦꽁ꑊꅇ껸뙏맯걙ꑀꚸ쇊뙒겡냊ꪺ쏶ꩠ땻ꯗꅃꖦ뭐늣ꭾ꽁ꑊ2 7
쏶ꭙ녋꓁ꅁ꒣떥Ꙑ늣ꭾ꽁ꑊꅃ Kotlerꅝ1994ꅞ녎껸뙏ꪺ쇊뙒ꛦ결뙩ꛦ꓀쏾ꅁꛓ꣏ꗎꪺꙖ뙱ꝙ꽁ꑊ뭐ꭾ땐깴늧ꅁꖻ곣ꡳ녎귉ꗎ덯귓볒ꚡ뿯꣺맪엧늣ꭾꅃꕌ녎ꛦ결꓀결ꕈꑕꕼ쏾ꅇ ꫭ2- 2 ꕼ뫘쇊뙒ꛦ결 ꣓랽ꅇPhilip Kotlerꅝ1994ꅞ 낪꽁ꑊ ꝃ꽁ꑊ ꭾ땐뚡ꚳ궫ꑪ깴늧 뷆싸ꮬ 둍ꡄꙨ볋꓆ ꭾ땐뚡뛈띌깴늧 궰ꝃ뭻ꪾꖢ뷕ꮬ 닟멄ꮬ 녱ꑗꫭ꒤ꅁ귌ꕩꕈ녱낪ꅂꝃ꽁ꑊꪺ멣궱룑쓀껸뙏ꪺꛦ결ꅁ낪꽁ꑊꮬ멁ꪺ껸뙏깥꧶ꚨ뷆싸ꮬꅂ궰ꝃ뭻ꪾꖢ뷕ꮬꛦ결ꅁꛓꝃ꽁ꑊꪺ껸뙏ꭨꗧꚨ둍ꡄꙨ볋꓆ꅂ닟멄ꮬ쇊뙒ꛦ결ꅃꙝꚹꖻ곣ꡳ녱낪ꝃ꽁ꑊꪺ꣢쏾ꛦ결꓀ꝏ낲ꥷ껸뙏Ꙣ낪ꝃ꽁ꑊꪺ놡맒ꑕꅁ꧒뿯뻜쇊뙒ꪺ늣ꭾꗧꚳ꧒꒣Ꙑꅁ걇띦끴늣ꭾ꽁ꑊꯗꪺ뉺뷗ꅁ덝ꥷ낪꽁ꑊꛦ결ꑕ꧒쇊뙒ꪺ늣ꭾ결낪꽁ꑊꯗ늣ꭾꅁꛓꝃ꽁ꑊꯗꛦ결ꑕ꧒쇊뙒ꪺ늣ꭾ결ꝃ꽁ꑊ늣ꭾꅁꛜ꧳ꭾ땐꒧뚡걏ꝟꚳ궫ꑪ깴늧ꅁꙢꖻ곣ꡳ꒤ꭨ꒣꒩뉠ꡳ꒧ꅃ ꖻ곣ꡳꛒ뱻꣬늣ꭾꪺ쏾ꮬꅝ꽁ꑊ땻ꯗꪺ깴늧ꅞꗧꕩ꿠뭐뱳ꝩ뙄ꡄ썮ꗺꪺ둃엩뫘쏾ꙀꙐ맯뱳ꝩ껄ꩇ덹ꚨ깴늧ꅁꙝꚹ녎늣ꭾ꽁ꑊ꿇결ꖻ곣ꡳꪺꕄ굮ꛛ엜뚵꒧ꑀꅃ ꑇꅂ?늣ꭾ꽁ꑊ맯꧳뱳ꝩ껄ꩇꪺ곛쏶곣ꡳ ꅝꑀꅞ맪쏒곣ꡳ 쇩뱥꒯ꅝ1989ꅞ곣ꡳ땯뉻ꅁ낪꽁ꑊ늣ꭾꑕ꣏ꗎ싹궱뙄ꡄ뱳ꝩꪺ껄ꩇꓱꝃ꽁ꑊ늣ꭾ꣏ꗎ싹궱뙄ꡄ뱳ꝩꪺ껄ꩇꧺ엣ꅃꕂ맯꧳낪꽁ꑊ늣ꭾꛓꢥꅁ꣏ꗎ싹궱뙄ꡄ뱳ꝩ룻돦궱뙄ꡄ뱳ꝩ꿠냷엣뗛듮ꓖ맯끔꺧ꪺ믩ꅁꝃ꽁ꑊ늣ꭾ때뷗꣏ꗎ귾ꑀ뫘뙄ꡄꭨꣃ때엣뗛ꪺ깴늧ꅃ Ꟶ뮷ꅝ1996ꅞ낪꽁ꑊꙢ뱳ꝩ멁ꯗꑗꅂ뱳ꝩꕄ녩멁ꯗꛦ냊띎쑀ꑗꅁ뎣ꧺ엣쁵꧳ꝃ꽁ꑊꅃꕂ낪꽁ꑊ띦끴뉺꧊뙄ꡄ녎ꓱ띦끴띐꧊뙄ꡄꚳ룻ꙮꪺ뱳ꝩꕄ녩멁ꯗ뭐ꛦ냊띎쑀ꅃꚹꕾꅁ뱳ꝩꕄ녩멁ꯗꛦ냊띎쑀ꑗꅁꝃ꽁ꑊꑕꪺ낪 28
ꕩꭈꯗ뱳ꝩꚳ룻꣎ꪺ뱳ꝩꕄ녩멁ꯗ뭐ꛦ냊띎쑀ꅃꙢ낪꽁ꑊꯗꑕꅁ낪ꅂꝃꕩꭈꯗꪺ뱳ꝩꕄ맯꧳뱳ꝩꕄ녩멁ꯗ뭐ꛦ냊띎쑀ꭨ때엣뗛깴늧ꅃ ꚶ뻥ꦯꅝ1997ꅞ곣ꡳ땯뉻ꅁ늣ꭾ꽁ꑊꯗꪺ낪ꝃ때ꩫꙢ뱳ꝩ멁ꯗꑗ덹ꚨ엣뗛깴늧ꅁ꒣륌ꅁ땯뉻ꭄꓱ룻꧊뱳ꝩ띦끴띐꧊뙄ꡄ뭐ꝃ꽁ꑊ늣ꭾꪺ닕Ꙙꅁꕩꕈꚳ룻꣎ꪺ뱳ꝩ멁ꯗ늣ꗍꅃꓱ룻꧊뱳ꝩ뭐낪꽁ꑊꯗ늣ꭾꪺ닕Ꙙꗧ꿠늣ꗍ룻꣎ꪺꭾ땐Ꙟ뻐뉶ꅃ 뛀뷗뭹ꅝ1997ꅞꗧ곣ꡳꕘꅁ낪늣ꭾ꽁ꑊꯗꮬ멁껸뙏ꓱꝃ늣ꭾ꽁ꑊꮬ멁껸뙏꣣ꚳ룻낪ꪺ뫴룴ꛦ빐뱳ꝩ껄ꩇꅆꕂꙢWWWꪺ뫴궶뱳ꝩꑕꅁ꒣Ꙑ꽁ꑊꮬ멁뭐꒣Ꙑꪺ뭻ꪾ믝ꡄ늣ꗍꗦ꒬Ꝁꗎꅁ덹ꚨꙢ뫴룴ꛦ빐뱳ꝩ껄ꩇꑗꗧꚳ꧒깴늧ꅃ 뱂규뮫ꅝ1998ꅞ곣ꡳꭨ땯뉻ꅁ껸뙏Ꙣ꒣Ꙑ늣ꭾ꽁ꑊꯗꑕꅁꚳ뗛엣뗛꒣Ꙑꪺ뱳ꝩ껄ꩇꅁꛓ맯꧳낪꽁ꑊ늣ꭾ룻궫뗸ꚳ쓝꧊ꅁꛓ맯꧳ꝃ꽁ꑊ늣ꭾꭨꓱ룻궫뗸때쓝꧊ꅃ 덜쎣ꓥꅝ1998ꅞ곣ꡳꭨ땯뉻낪ꯗ꒬냊볐썄뱳ꝩ꿠늣ꗍ룻꣎꒧뱳ꝩ껄ꩇꅁꕂ낪늣ꭾ꽁ꑊ쉉뿯ꚹ쏾뱳ꝩ껉ꅁ룻ꝃ늣ꭾ꽁ꑊꕄ꿠녯꣬룻꣎ꪺ뱳ꝩ끏뻐껄ꩇꅃ ꅝꑇꅞ꒣Ꙑ늣ꭾ꽁ꑊꪺꛦ빐띎롱 늣ꭾ꽁ꑊꙢ뱳ꝩ껄ꩇ곣ꡳ꒤ꑆ곛럭궫굮ꪺ뱶암ꙡꛬꅃ녱ꑗ굺맪쏒곣ꡳ꒤쉫꿇ꕩ땯뉻ꅁ껸뙏맯꧳꽁ꑊ땻ꯗ꒣Ꙑꪺ늣ꭾꅁ띦끴꒣Ꙑꪺ둃엩꽓꧊꣤ꕌ엜뚵ꅁꕩ꿠뻉교꒣Ꙑ뱳ꝩ껄ꩇꪺ늣ꗍꅃꛦ빐ꑈ귻Ꙣ덝군뱳ꝩꛦ빐떦늤껉ꅁꑝ삳녎껸뙏ꓟꗘ꒤맯꧳늣ꭾꪺ꽁ꑊ땻ꯗꛒ뱻뙩ꕨꅁꑾ꿠덝군ꕘ꓁Ꙙ껸뙏굇ꑦꪺ뱳ꝩꅁ늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅃ 2 9
닄꒻론?뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗ뚡ꪺ쏶셰 ?Vaughn, Richardꅝ1980ꅞ뒿끷맯뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊ뒣ꕘ냲ꖻ꣢멣궱볒ꮬꅁꯡ꣓롧ꗑFoote, Cone & Belding뱳ꝩ꒽ꕱ귗ꖿꪺꅵFCB Grid 뱳ꝩ볒ꚡꅶꅁꕄ굮Ꙣ꧳꓀꩒뛇벽놡맒ꅁ떲ꩇ땯뉻ꅁ뇄ꗎ꣢귓궱Ꙗ꓀꩒ꕘꕼ쏾껸뙏ꛦ결ꅁꪽ멉ꑆ럭ꙡ녎뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗ꒧뚡ꪺ쏶ꭙꝀꑆ뮡ꧺꅃFCB볒ꚡ꒤셼ꕘꪺ닄ꑀ귓궱Ꙗ걏껚뻚룪끔덂뉺ꪺ꣢뫘ꢤꯗꇐ뉺꧊뭐띐꧊덂뉺ꢤꯗꅁꚹꝙ결ꖪꇾꕫ뢣뉺뷗ꅁ뉺뷗뮡ꧺ껸뙏라ꚳ뉺꧊뭐띐꧊ꪺ룪끔덂뉺꿟떸ꅁꚳ껉ꕩ꿠걏ꅝꖪ뢣ꅞ뉺꧊ꪺ뭻ꪾꮬꯤꛒꅁꚳ껉걏낾궫ꅝꕫ뢣ꅞ뗸쒱맏릳ꅂ놡띐ꚡꪺꯤꛒ꿟떸ꅃ 닄ꑇ귓궱Ꙗꭨ걏뭻결껸뙏ꪺ꽁ꑊꯗꚳ낪ꝃ꒣ꙐꅁꙢꚹ꧒뒣ꪺ꽁ꑊꯗꭨ맯꧳늣ꭾꛓꢥꅁ꧒늣ꗍꪺ쏶ꓟ땻ꯗꅁ맯걙늣ꭾ낪꽁ꑊꯗꕎꫭꑆ룓늣ꭾ맯꧳껸뙏걏궫굮ꪺꅂ쏶ꪺꅂ곃뙑ꪺꅁ꒧ꅁ굙결늣ꭾꝃ꽁ꑊꯗꅁꭨꕎꫭ룓늣ꭾ맯꧳껸뙏걏룻꒣궫굮ꪺꅂ띎롱룻꒣궫ꑪꪺꅂ룻때뷬ꪺꅃ 껚뻚ꕈꑗ꣢궱Ꙗ꧒릺꓀ꕘꪺ껸뙏ꛦ결Ꙁꚳꕼ뫘쏾ꮬꅁ꓀ꝏ걏룪끔ꮬꅝinformativeꅞꅂ놡띐ꮬꅝaffectiveꅞꅂ닟멄빩ꚨꮬꅝhabit formationꅞꅂꛛ몡ꢬꮬꅝself-satisfactionꅞꅃ룪끔ꮬꪺ껸뙏ꛦ결덱녠땯ꗍꙢ쇊뙒ꡔꢮꅂ꧐ꯎꅂ깡꣣ꅂ띳늣ꭾ껉ꅁꙝꚹ걏쓝꧳낪꽁ꑊꇐ뉺꧊ꯤꛒꮬꅃ놡띐ꮬꪺ껸뙏ꛦ결ꭨ땯ꗍꙢ쇊뙒꽝쑟ꅂ꓆ꞩꭾꅂ걹ꛦ껉ꥼ냓ꭾꅂ벯ꚫꢮ껉ꅁꚹ결낪꽁ꑊꇐ띐꧊ꯤꛒꮬꅃ닟멄빩ꚨꮬꪺ껸뙏ꛦ결ꭨ걏땯ꗍꙢ쇊뙒궹ꪫꅂ깡ꗎ싸덦껉ꅁ걏쓝꧳ꝃ꽁ꑊꇐ뉺꧊ꯤꛒꮬꅃ돌ꯡꑀ뫘ꭨ걏ꛛ몡ꢬꮬꪺ껸뙏ꛦ결ꅁ덱녠땯ꗍꙢ쇊뙒럏ꅂ끳ꅂ뽽ꩇ떥냓ꭾ껉ꅁ쓝꧳ꝃ꽁ꑊꇐ띐꧊ꯤꛒꮬꅃ ꫭ2- 3 FCB 볒ꚡ ꣓랽ꅇVaughnꅝ1980ꅞ 뉺꧊ꯤꛒ 띐꧊ꯤꛒ 낪꽁ꑊ 룪끔ꮬ 놡띐ꮬ ꝃ꽁ꑊ 닟멄빩ꚨꮬ ꛛ몡ꢬꮬ 30
Kotlerꅝ1994ꅞꕘꅁ껸뙏맯꧳뱳ꝩ꒤ꪺ끔꺧ꕩ꿠꣏ꗎ꒣Ꙑꪺ뵵꿁ꅁꕩ꿠뉺꧊ꪽ놵ꙡ얪꣺뱳ꝩꝥ뉻ꪺ끔꺧ꅁꑝꚳꕩ꿠띐꧊ꙡꕨ띐꣼뱳ꝩ뙧쏤뒣꣑ꪺ끔꺧뵵꿁ꅃ뒫ꕹ룜뮡ꅁ녱뱳ꝩꕄꪺꢤꯗ꣓곝ꅁFCB볒ꚡꪽ놵꓁ꑊ뱳ꝩ뙄ꡄꪺ왛쉉ꅁ땯뉻껸뙏룑얪뱳ꝩꪺ룪끔덂뉺꿟떸ꅁꙀꚳ뉺꧊뭐띐꧊꣢뫘뙄ꡄꅁꙁ꿇ꑊ껸뙏맯꧳늣ꭾꪺ꽁ꑊ땻ꯗꅁ떲ꩇ쉫꿇꓀꩒ꕘꕼ뫘껸뙏ꪺꛦ결ꅃꚹ볒ꮬꙢꛦ빐곣ꡳ믢냬삳ꗎ곛럭Ꙩꅁꖻ곣ꡳꭋ룕맏녱뱳ꝩ뙄ꡄ뭐껸뙏ꪺ늣ꭾ꽁ꑊ땻ꯗ꣢멣궱꓁ꑊꅁꝀ결ꖻ곣ꡳꕄ굮뉺뷗냲슦ꪺꑀ뎡ꗷꅃ 3 1
닄ꑃ론?멁ꯗꪺꥷ롱뭐뿅뙱 ꑀꅂ?멁ꯗ E. K. Strongꅝ1925ꅞꪺAIDA볒ꚡꅁꝙ결꣥ꮬꪺ껸뙏ꡍ떦륌땻ꅇꪾ뻥ꅝattentionꅞꇷ 띐뾳뷬ꅝinterestꅞꇷ 늣ꗍ뇽뇦ꅝdesireꅞꇷ ꕉ뷑ꛦ냊쇊뙒ꅝactionꅞꅃꙢ껸뙏ꛦ결볒ꚡ꒤ꅁ꣏껸뙏띐뾳뷬ꑀꪽ걏귓궫굮ꪺ샴론ꅁ덱녠덑뗸결껸뙏ꚨ쇊뙒ꡍ떦ꭥꪺ쏶쇤뎡꓀ꅃ뒫ꕹ룜뮡ꅁꑝ둎걏ꅵ멁ꯗꅶꪺꚨꅃ럭껸뙏맯늣ꭾ늣ꗍ뾳뷬ꣃ돟앷껉ꅁꑾ라늣ꗍ쇊뙒ꪺ뇽뇦뭐뷄냊ꅃ Rosenberg & Hovland뒿뒣ꕘ멁ꯗꪺ랧꧀걛멣ꅁꕌ귌뭻결굮ꑆ룑뱳ꝩ꙰꛳뱶암끔꺧놵ꚬꪺ멁ꯗꅂꭈ꧀뭐ꛦ결ꅁ둎ꖲ뚷ꗽꑆ룑멁ꯗꪺꚨ뭐엜ꪺ륌땻ꅃꕌ귌뭻결꣓ꛛ꧳ꕾꙢꪺ끔꺧꣫뽅ꅂ놡맒떥녎궺ꗽ라맯꧳멁ꯗ덹ꚨ뱶암ꅁ꒧ꯡꑾ뙩ꑀꡂ뱶암끔꺧놵ꚬꪺ뭻ꪾꅂ놡띐뭐ꛦ결ꅁꙝꚹꖻ곣ꡳꡍꥷ녎뱳ꝩ껄ꩇꥷ롱Ꙣ멁ꯗꪺ뱨궱ꅁꗑ멁ꯗ꣓뿅뙱꣼듺ꪺ뱳ꝩ껄ꩇꅃꅝ꙰맏2-9ꅞ ꣫뽅귓ꑈꅝ놡맒ꅂꫀ라냝 썄ꅂꝙ꣤ꕌ멁ꯗ맯뙈ꅞ 멁ꯗ ꛦ결 뭻ꪾ 놡띐 ꕾ엣ꛦ결뭐ꚳ쏶뭻ꪾ삳뭐ꭈꗦ띐꾫롧뭐놡 ꛦ결ꪺ뭹ꢥꫭ뉻 ꧀ꪺ뭹ꢥꫭ뉻 띐ꪺ뭹ꢥꫭ뉻 맏2- 9 Rosenberg & Hovlandꪺ멁ꯗ랧꧀맏 ꣓랽ꅇꓨ쓵ꗍꅝ1984ꅞ Kotlerꅝ1994ꅞ녎멁ꯗꥷ롱결귓ꑈ맯걙귓엩왛꧀ꅁ꙳ꚳꑀ뫘꯹ꑛ꧊ꪺ돟앷꒣돟앷ꪺ뭻ꪾ뗻믹ꅂ놡뫼띐쒱ꕈꛦ냊뛉Ꙗꅃ멁ꯗꑓꕩ꓀ꚨ맯늣ꭾꪺ멁ꯗ뭐 32
뱳ꝩ멁ꯗ떥ꅁꖻ곣ꡳ꒤ꕄ굮쏶ꓟꪺ멁ꯗꝙꕝꝴꑆ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ꣢ꅃ ꑇꅂ멁ꯗ꒤꒶볒ꚡ Lutzꅝ1985ꅞ녎뱳ꝩ멁ꯗꥷ롱결ꅵ껸뙏Ꙣ꽓ꥷ뱳ꝩ꣫뽅ꑕꅁ썮앓ꑀ걱껉뚡ꛓ늣ꗍ꯹쓲꧊ꪺ낾ꙮ끑립ꪺ뛉ꙖꅶꅃFishbein & Ajzenꅝ1980ꅞꭨ녎ꭾ땐멁ꯗꥷ롱결ꅵ껸뙏맯꧳꽓ꥷꭾ땐ꪺ꯹쓲꧊낾ꙮ끑립ꪺ뛉ꙖꅶꅃMitchell & Olsoꅝn1981ꅞꕘꅁ뱳ꝩ멁ꯗ맯꧳ꭾ땐멁ꯗ뱶암ꑏ랥ꑪꅁꭾ땐멁ꯗ꒣ꑀꥷ뛈녱맯ꭾ땐ꪺ뭻ꪾꛓ꣓ꅁꙝꚹ뱳ꝩ멁ꯗꕩꚨ결뱶암뱳ꝩ껄ꩇꪺꑀ귓꒤꒶ꢤꛢꅃLutzꅂMacKenzie ꆮ Belchꅝ1986ꅞꭋꙢ뱨꿅껄ꩇ볒ꚡꪺ뉺뷗걛멣ꑕꅁ뒣ꕘꕼ뫘쏶꧳ꭾ땐뭐뱳ꝩ뚡ꪺ멁ꯗ꒤꒶볒ꚡ낲뮡ꅁ꓀ꝏ결놡띐신늾낲뮡ꅝAffect transfer hypothesisꅞꅂ싹궫꒤꒶낲뮡ꅝDual mediation hypothesisꅞꅂꗦ꒬꒤꒶낲뮡ꅝReciprocal mediation hypothesisꅞꅂ뽗ꗟ뱶암낲뮡ꅝIndependent influences hypothesisꅞꕼ뫘낲뮡ꅃ덯ꕼ뫘낲뮡ꕄ굮ꗘꪺꙢ놴끑뱳ꝩ뭻ꪾꅂꭾ땐뭻ꪾꅂ뱳ꝩ멁ꯗꅂꭾ땐멁ꯗꅂꭾ땐ꪺ쇊뙒띎Ꙗ꒧뚡ꪺꗦ꒬쏶ꭙꅁꕈꑕ꓀ꝏꝀ슲돦ꪺ꒶닐ꅃ 1.놡띐신늾낲뮡ꅝAffect transfer hypothesisꅑATHꅞ 낣ꑆꭾ땐뭻ꪾꕈꕾꅁ뱳ꝩ멁ꯗꗧ녎맯ꭾ땐멁ꯗ덹ꚨ뱶암ꅁ덯걏ꖻ낲뮡ꪺꕄ굮궫쉉ꅁ꣤ꚸꅁ라뱶암쇊뙒띎Ꙗꪺꕵꚳꭾ땐멁ꯗꅃLutzꅂMacKenzie ꆮ Belch쇙룉ꕒ뮡ꧺꅁꕄ녩룓낲뮡꒤ꪺ뱳ꝩ멁ꯗ맯꧳ꭾ땐멁ꯗꪺ돦Ꙗꙝꩇ쏶ꭙꅁ꣤뉺뷗냲슦꣓ꛛ꧳Petty & Cacioppoꅝ1981ꅞꪺELM볒ꚡꅝElaboration likelihood modelꅞ꒤ꪺ뙧쏤룴깼ꅁꚹ뙧쏤룴깼ꭋ걏덺륌뱳ꝩꗽ뱶암껸뙏ꪺ멁ꯗꅁ땍ꯡꙁ뙩ꑀꡂ뱶암꣤맯꧳ꭾ땐ꪺ멁ꯗꅁMitchell & Olsonꅝ1981ꅞꗧꫭꗜꅁELM볒ꚡ꒤ꪺ꒤ꖡ룴깼ꅁ뙈뱸뗛ꭾ땐뭻ꪾ맯꧳ꭾ땐멁ꯗꪺꙝꩇ쏶ꭙꅑꛓ뙧쏤룴깼ꭋ뙈뱸뱳ꝩ멁ꯗ맯꧳ꭾ땐멁ꯗꪺꙝꩇ쏶ꭙꅃꢣ맏2-10ꅃ 뱳ꝩ뭻ꪾ 뱳ꝩ멁ꯗ ꭾ땐뭻ꪾ ꭾ땐멁ꯗ 쇊뙒띎쑀 3 3
맏2- 10 놡띐신늾낲뮡ꅝAffect transfer hypothesisꅑATHꅞ ꣓랽ꅇLutzꅂMacKenzie ꆮ Belchꅝ1986ꅞ 2.싹궫꒤꒶낲뮡ꅝDual mediation hypothesisꅞ ꚹ낲뮡녪뷕ꪺ걏뱳ꝩ멁ꯗ녎덺륌뱶암ꭾ땐뭻ꪾꅁ뚡놵맯ꭾ땐멁ꯗ덹ꚨ뱶암ꅃꙝꚹ뱳ꝩ멁ꯗ녎Ꙑ껉맯ꭾ땐뭻ꪾ뭐ꭾ땐멁ꯗ덹ꚨ뱶암ꅃ맯꧳ꭾ땐멁ꯗꛓꢥꅁꚳ꣢귓뱶암꣓랽ꅁꑀ귓걏꣓ꛛ꧳뱳ꝩ멁ꯗꪺꪽ놵뱶암ꅁꕴꑀ귓ꭨ걏덺륌맯ꭾ땐뭻ꪾ뚡놵뱶암ꭾ땐멁ꯗꅃꛓ꣤꒤ꗧ띎ꣽ뗛뱶암뱳ꝩ멁ꯗꪺꙝ꿀녎맯ꭾ땐멁ꯗ덹ꚨꪽ놵뚡놵ꪺ뱶암ꅃꢣ맏2-11ꅃ 뱳ꝩ뭻ꪾ 뱳ꝩ멁ꯗ ꭾ땐뭻ꪾ ꭾ땐멁ꯗ 쇊뙒띎쑀 맏2- 11 싹궫꒤꒶낲뮡ꅝDual mediation hypothesisꅑDMHꅞ ꣓랽ꅇLutzꅂMacKenzie ꆮ Belchꅝ1986ꅞ 3.ꗦ꒬꒤꒶낲뮡ꅝReciprocal mediation hypothesisꅞ Heiderꅝ1946ꅞ뒣ꕘꑆ뭻ꪾꖭ뿅뉺뷗ꅁꕌ뭻결ꑈ귌Ꙣ덂뉺귓ꑈꪺ뭻ꪾꪬ멁껉ꅁ걏Ꙣꅵꛛꑶꅶꅂꅵꕌꑈ띎ꢣꅶꅂꅵꪫ엩ꅂ랧꧀ꗳꅶꑔ뚡둍ꡄꖭ뿅ꅃ굙ꑔ걏ꖭ뿅ꪬ멁ꅁꭨꛛꑶꪺ멁ꯗ뭻ꪾ걏쎭ꥷꪺꕂꕾ꣓ꪺ뱶암ꅑ굙ꕘ뉻ꑆ꒣ꖭ뿅ꅁꭨꛛꑶ녎라늣ꗍꑀ뫘ꗸꡄꖭ뿅ꪺꓟ뉺삣ꑏꅃꛓꗦ꒬꒤꒶낲뮡ꭋ걏녱ꚹ땯깩ꛓ꣓ꅁLutzꅂMacKenzie ꆮ Belch뭻결ꅁꚹ낲뮡뭻결껸뙏Ꙑ볋Ꙣꅵꛛꑶꅶꅂꅵ뱳ꝩ멁ꯗꅶꅂꅵꭾ땐멁ꯗꅶꑔꓨ륆꣬걙뫘ꖭ뿅ꅁꣃꕂꕵꚳ꣢뫘ꕩ꿠ꅁꝙ껸뙏Ꙑ껉돟앷뱳ꝩ뭐ꭾ땐ꖻꢭꅁꗧ꣢곒꒣돟앷ꅁ덯둎걏ꗦ꒬꒤꒶낲뮡ꪺꗑ꣓ꅃ 뱳ꝩ뭻ꪾ 뱳ꝩ멁ꯗ ꭾ땐뭻ꪾ ꭾ땐멁ꯗ 쇊뙒띎쑀 34
맏2- 12 ꗦ꒬꒤꒶낲뮡ꅝReciprocal mediation hypothesisꅑRMHꅞ ꣓랽ꅇLutzꅂMacKenzie ꆮ Belchꅝ1986ꅞ 4.뽗ꗟ뱶암낲뮡ꅝIndependent influences hypothesisꅞ ꚹ낲뮡ꭨ뭻결껸뙏ꪺ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ뚡ꡓꚳꗴ꛳ꙝꩇ쏶셰ꅁꕌ귌ꙕꛛ맯쇊뙒띎Ꙗꚨ뱶암ꅃ 뱳ꝩ뭻ꪾ 뱳ꝩ멁ꯗ ꭾ땐뭻ꪾ ꭾ땐멁ꯗ 쇊뙒띎쑀 맏2- 13 뽗ꗟ뱶암낲뮡ꅝIndependent influences hypothesisꅑIIHꅞ ꣓랽ꅇLutzꅂMacKenzie ꆮ Belchꅝ1986ꅞ LutzꅂMacKenzie ꆮ Belch돌ꯡꪺ곣ꡳ떲ꩇ땯뉻ꅁ싹궫꒤꒶낲뮡곛룻꣤ꕌꑔ뫘낲뮡ꪺ룑쓀꿠ꑏ꣓ꪺ낪ꅁꑝ둎걏뮡ꅁ곣ꡳ떲ꩇꝐꥷ뱳ꝩ멁ꯗ낣ꑆ녎ꪽ놵맯ꭾ땐멁ꯗ덹ꚨ뱶암ꕾꅁꗧ녎뱶암ꭾ땐뭻ꪾꅁ녱ꛓ뚡놵맯ꭾ땐멁ꯗ덹ꚨ뱶암ꅃ 뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ뚡꙳Ꙣ뗛덜Ꙩꕩ꿠ꪺ쏶ꭙꅁꑪꧨ뎣꒣닦뱨꿅껄ꩇꪺ랧꧀ꅁ궫쉉Ꙣ꧳ꑪ뎡꓀ꪺ곣ꡳ엣ꗜ뱳ꝩ멁ꯗ라뱶암ꭾ땐멁ꯗꪺꚨꅃ맯꧳덯꣢뫘멁ꯗꪺ뿅뙱ꓨꩫꚳ꒣ꓖ뻇뙩ꛦ곣ꡳꅁꙢ뿅뙱뱳ꝩ껄ꩇ껉ꅁ꒣꿠ꦿ늤껸뙏맯ꭾ땐ꪺ멁ꯗꅁꙝ결껸뙏ꕩ꿠걏맯뱳ꝩ늣ꗍ돟ꙮꅁ맯ꭾ땐뉀때뭻ꪾꅁꙝꚹ맯꧳뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ삳Ꙑ껉뿅뙱ꅃꖻ곣ꡳ녎Ꙑ껉뿅뙱껸뙏ꪺ꣢뫘멁ꯗꅁꣃ샋엧뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ뚡ꦼꚹꪺ쏶ꭙꅃ놵ꑕ꣓ꭋ녎끷맯뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꝀ뙩ꑀꡂꪺ꒶닐ꅃ ꑔꅂ?뱳ꝩ멁ꯗ Lutzꅝ1985ꅞ뭻결ꅁ뱳ꝩ멁ꯗ걏Ꙣ꽓ꥷ썮앓놡ꩰꑕꅁ맯꽓ꥷ뱳ꝩ꣫뽅돟ꙮ뭐ꝟꪺ뛉ꙖꅃLutzꅂMacKenzie ꆮ Belchꅝ1986ꅞꪺ곣ꡳ꒤뭻결ꅁ삳꓀ꝏꕈ뭻ꪾ궱뭐놡띐궱꣓뿅뙱뱳ꝩ멁ꯗꅁꙝ결뭻ꪾꕩꕈ듺뙱껸뙏맯꧳뱳ꝩꪺꑆ룑뭐뗻믹땻ꯗꅁ놡띐궱ꭨ걏맯뱳ꝩꪺ돟ꙮ땻ꯗꅁ롧ꗑ덯꣢귓멣궱꣓뿅뙱녎ꓱꪽ놵듺ꥷ뻣엩멁3 5
ꯗ결꣎ꅃFishbein & Ajzenꅝ1975ꅞ뒿롧뒣ꕘ꧒뿗ꪺ뙏뎷뮫볒ꚡꅝFishbein modelꅞꅁ룓볒ꚡꕩ군뫢ꕘ껸뙏ꪺ뱳ꝩ멁ꯗ믹귈ꅁFishbein덝군ꑆꑀ깍꒽ꚡꅁ닄ꑀ귓ꙝ꿀걏ꭈ꧀ꅝBeliefꅞꅁꫭꗜ걙ꯈ엩꣣ꚳ꒣꣣ꚳ걙ꑀ엣뗛쓝꧊ꪺ뻷뉶ꅑ닄ꑇ귓ꙝ꿀걏놡띐뚵ꗘꅝAffective termꅞꅁꝙ맯룓ꭈ꧀ꪺ뗻귈ꅁ꒽ꚡ꙰ꑕꅇ nAo = ∑(bi)(ei) i=1 ꣤꒤Aoꅇ맯늣ꭾoꪺ멁ꯗ biꅇ룓늣ꭾꪺ닄i귓ꭈ꧀ꪺꕘ뉻뻷뉶 eiꅇ맯닄i귓ꭈ꧀ꪺ뗻귈 nꅇꭈ꧀ꪺ볆ꗘ ꕝ걁땍ꛓꚳ뻇뭻결덯볋ꪺ볆뻇뿅뙱볒ꚡꣃꭄꞹ떽ꅁꙝꚹꑓꙨꕛꕈ귗ꖿꅁꚨꑆꭾ땐멁ꯗꪺ볆뻇뿅뙱볒ꚡꅃ꒣륌꒴ꚳ덜Ꙩ뻇ꛛꛦ뙽땯멁ꯗ뿅뙱ꪺ뙱ꫭꅁ꣒꙰Muehling & Laczniakꅝ1988ꅞꙢ꣤결ꑆ끷맯뱳ꝩꪺ맯꧳ꭾ땐멁ꯗꑗ꧒덹ꚨꪺꗟꝙ뭐ꦵ뿰뱶암곣ꡳ꒤ꅁꭋ뇄ꗎꙝ꿀꓀꩒ꪺꓨꚡ끷맯뱳ꝩ멁ꯗ덝군ꕘꑃ닕깥뗼뵳ꚨ뙱ꫭꅁ뙱ꫭ덝군귝뇄뭹띎깴늧ꩫꟵ곬꽓ꑃ쉉ꓘꯗ뿅뙱ꩫꅁ땯깩ꪺꑃ닕깥뗼꓀ꝏ걏"Not attractive/Attractive"ꅂ"Bad/Good"ꅂ" Unappealing/Appealing"ꅂ"Unpleasant/pleasant"ꅂ"Dull/Dynamic"ꅂ" Depressing/Refreshing"ꅂ" Not enjoyable/Enjoyable"ꅁꡃꑀ닕깥뗼ꯪꙮ뎣걏곛맯ꪺ꣢귓깥뗼ꅁꗎꕈ뿅뙱껸뙏ꪺ뱳ꝩ멁ꯗꅁꛓꡃꑀ뚵ꙝꑬ룑쓀꿠ꑏ둘륆ꛊ꓀꒧ꑃꑑ꒭ꕈꑗꅁ뻣엩ꭈꯗꭨ륆ꅁ걇ꖻ곣ꡳ녎뇄ꗎ룓곣ꡳ꒤땯깩ꕘ꣓ꪺ뙱ꫭꝀ결뿅뙱ꪺꓨꩫꅃ ꕼꅂ?ꭾ땐멁ꯗ Bass & Talarzykꅝ1972ꅞ뒣ꕘꑀ볆뻇볒ꚡꕩ군뫢껸뙏맯ꭾ땐ꪺ멁ꯗ믹귈ꅁ볒ꚡ꙰ꑕꅇ n Ab =∑(Wi)(Bi) i=1 ꣤꒤Abꅇ맯걙ꭾ땐bꪺ멁ꯗ Wiꅇ맯쓝꧊iꪺ궫굮꧊앶볆 36
Biꅇ맯ꭾ땐i쓝꧊ꪺꭈ꧀뗻믹 nꅇ쓝꧊볆ꗘ Ajzen & Fishbeinꅝ1980ꅞꭨ녎ꭾ땐멁ꯗꥷ롱결ꅵ껸뙏맯꧳꽓ꥷꭾ땐ꪺ꯹쓲꧊낾ꙮ끑립ꪺ뛉ꙖꅶꅁMuehling & Laczniakꅝ1988ꅞꙢ꣤결ꑆ끷맯뱳ꝩꪺ맯꧳ꭾ땐멁ꯗꑗ꧒덹ꚨꪺꗟꝙ뭐ꦵ뿰뱶암곣ꡳ꒤ꅁꑝ맯ꭾ땐멁ꯗ덝군ꕘꑔ닕깥뗼ꅁꕝ걁ꑆ" Bad/Good"ꅂ" Unfavorable/Favorable"ꅂ" Negative/Positive"ꑔꅁꙐ볋뇄ꗎꪺ걏뭹띎깴늧ꩫ뭐Ꟶ곬꽓ꑃ쉉ꓘꯗ뿅뙱ꩫꅁꗎꕈ뿅뙱껸뙏ꪺꭾ땐멁ꯗꅁꖭꞡ돦뚵ꙝ꿀룑쓀꿠ꑏ낪륆ꛊ꓀꒧ꑋꑑ꒻ꕈꑗꅁ뻣엩ꭈꯗꭨ륆ꅁꖻ곣ꡳ꒤ꗧ녎뇄ꗎꚹ뙱ꫭꝀ결ꭾ땐멁ꯗꪺ뿅뙱ꓨꚡꅃ ꭾ땐멁ꯗꪺꥷ롱쇶땍걏끷맯ꭾ땐ꛓꢥꅁꑝ뚡놵띎ꣽ뗛껸뙏맯꧳룓늣ꭾꪺ뻣엩왛띐ꅁ걇ꖻ곣ꡳ꒤녎싇ꗑ뿅뙱ꭾ땐멁ꯗꅁꑆ룑껸뙏맯꧳꒣Ꙑ맪엧늣ꭾꪺ멁ꯗ깴늧결꛳ꅃ 3 7
닄ꑔ뎹 곣ꡳꓨꩫ 닄ꑀ론?곣ꡳ걛멣뭐ꓨꩫ ꑀꅂ곣ꡳ걛멣 ꖻ곣ꡳꕄ굮Ꙣ쏶ꓟꅵ둃꒶꽓꧊ꅶ맯꧳뱳ꝩ껄ꩇ늣ꗍ꒰믲볋ꪺ뱶암ꅃꖻ곣ꡳ뿯뻜ꑆꖭ궱둃꒶뭐뫴믚뫴룴Ꝁ결ꕄ굮곣ꡳꪺꓱ룻맯뙈ꅁꣃꕛꑊFCB볒ꚡꪺ랧꧀ꅁ녎ꖻ곣ꡳꪺ뉺뷗멣꧀ꯘꗟꙢꅵ뱳ꝩ뙄ꡄꅶ뭐ꅵ늣ꭾ꽁ꑊꯗꅶꕩ꿠라뱶암뱳ꝩ껄ꩇꪺ냲슦ꑗꅃ슲ꢥ꒧ꅁꖻ곣ꡳꪺꕄ굮ꙝ엜뚵결ꅵ둃꒶꽓꧊ꅶꅝꖭ궱둃꒶뭐뫴믚뫴룴ꪺ깴늧ꅞꅂꅵ뱳ꝩ뙄ꡄꅶꅝ뉺꧊뙄ꡄ뭐띐꧊뙄ꡄꅞꅂꅵ늣ꭾ꽁ꑊꯗꅶꅝ낪꽁ꑊꯗ뭐ꝃ꽁ꑊꯗꅞꑔꅁꛓꕄ굮ꙝ엜뚵결뱳ꝩ껄ꩇꅁꖻ곣ꡳ녎뗛궫Ꙣ왛맮뱳ꝩ껄ꩇ꒤ꪺ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꅁꙝꚹꕄ굮녎뿅뙱껸뙏ꪺꅵ뱳ꝩ멁ꯗꅶ뭐ꅵꭾ땐멁ꯗꅶꅃ 껚뻚ꓥ쑭땯뉻ꅁ껚뻚Hovland & Janisꅝ1957ꅞ꧒뒣ꕘꪺ랾덱뮡ꩁ볒ꚡ꒤ꅝꢣ맏2-2ꅞꅁ뭻결랾덱뮡ꩁꪺ륌땻꒤ꅁ끔꺧놵ꚬꖻꢭꑝ걏뱶암랾덱뮡ꩁ껄ꩇ곛럭궫굮ꪺ뱶암ꙝ꿀ꅃꙝꚹꖻ곣ꡳ낲덝끔꺧놵ꚬꪺ귓ꑈ꽓뷨녎ꚳꕩ꿠맯꧳맪엧ꕄ굮껄ꩇ덹ꚨꑺ쉚ꅁꙝꛓ늣ꗍ꧒뿗ꪺꑺ쉚껄ꩇꅃꙝꚹꅁꖻ곣ꡳ녎ꑀ꿫꧊ꪺꅵꑈꑦ닎군엜뚵ꅶꅁꕝ걁꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗ꧒녯떥ꅁ뭐껸뙏ꪺꅵꗾ뉹룪끔뫴꿠ꑏꛛꥷꅶꅂꅵ뭻ꪾ궷껦ꅶꑀ꣖Ꝁ샋엧ꅁꖻ곣ꡳ녎ꚹ귓ꑈ꽓뷨엜뚵덝ꥷ결ꖻ곣ꡳꪺꑺ쉚엜뚵ꅁ띦끴ꕄ굮ꙝ엜뚵낵왛맮ꅁ샋엧걏ꝟ맯꧳맪엧ꕄ굮껄ꩇ늣ꗍꑺ쉚껄ꩇꅃ 38
뱳ꝩ뙄ꡄ? 4귓ꑈ꽓뷨엜뚵?뉺꧊뙄ꡄ? 44꧊ꝏ?4뇐땻ꯗ?띐꧊뙄ꡄ 4꙾쓖?4ꡃꓫꕩꓤ끴꧒녯? 4ꗾ뉹룪끔뫴꿠ꑏꛛꥷ? 둃꒶꽓꧊4뭻ꪾ궷껦? 4뫴룴냊멁둃엩 4뫴룴쁒멁둃엩뱳ꝩ껄ꩇ? 4ꖭ궱둃엩4뱳ꝩ멁ꯗ? 4ꭾ땐멁ꯗ? 늣ꭾ꽁ꑊꯗ? 4낪꽁ꑊ늣ꭾ? 4ꝃ꽁ꑊ늣ꭾ? 맏3- 1 ꖻ곣ꡳ왛꧀꧊걛멣 ꣓랽ꅇꖻ곣ꡳ ꑇꅂ곣ꡳꓨꩫ 냲꧳ꖻ곣ꡳ걛멣쏶ꓟꪺ걏ꑔ귓ꛛ엜뚵맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅁꙝꚹꖲ뚷맪믚듺뙱껸뙏맯꧳뱳ꝩ쉳쓽꒧ꯡꪺ띐꣼ꅁ걇ꖻ곣ꡳꡍꥷ뇄ꗎ꒺뎡껄ꯗꅝinternal validityꅞ룻낪ꪺ맪엧ꯇ맪엧ꩫꅝlaboratory experimentationꅞꅃ 쇶땍맪엧ꯇ맪엧ꩫꙢ꒺Ꙣ껄ꯗꑗꚳ꒣뿹ꪺꫭ뉻ꅁꗑ꧳맪엧놡맒륌ꯗꑈꑵ꓆ꅁ꣼듺볋ꖻ볆ꗘ꒣ꢬ꿊ꕆꕎꫭ꧊떥ꙝ꿀ꅁ궰ꝃꑆ맪엧ꪺꕾ뎡껄ꯗꅃ꒣륌맪엧ꯇ맪엧ꩫꪺ쁵쉉Ꙣ꧳ꅁꕩꕈꚳ껄뻞놱맪엧엜뚵ꅁꣃꕂ뫫뵔ꙡ놴꿁엜볆꒧뚡ꪺꙝꩇ쏶ꭙꅁ꣏녯꒺뎡껄ꯗꪺꫭ뉻룻꣎ꅁ맯꧳ꖻ곣ꡳ걛멣ꛓꢥꅁ삳걏룻Ꙙ빁ꪺ곣ꡳꓨꩫꅃ 3 9
닄ꑇ론?곣ꡳ엜볆ꪺ뻞Ꝁꮬꥷ롱뭐뿅뙱 ꖻ곣ꡳꪺꑔ귓ꛛ엜뚵ꚳ둃꒶꽓꧊ꅂ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗꅃ둃꒶꽓꧊쇶땍ꕄ굮Ꙣꓱ룻ꖭ궱둃꒶뭐뫴믚뫴룴ꅁꖻ곣ꡳ꣢뫘꒣Ꙑ둃꒶꒣Ꙑ꽓꧊냏꓀ꕘꑔ쏾ꮬꅁꙝꚹꕄ굮ꕝ걁ꑆꖭ궱둃꒶ꅂ뫴룴냊멁둃엩ꅝꝴ냊땥껄ꩇꅞꅂ뫴룴쁒멁둃엩ꅝ꒣ꝴ냊땥껄ꩇꅞꑔꅆ뱳ꝩ뙄ꡄꭨ닓꓀결ꑇꅁꕄ굮왛맮뉺꧊뙄ꡄ뭐띐꧊뙄ꡄꪺ깴늧ꅆ늣ꭾ꽁ꑊꯗꭨ돦꿂꓀결낪꽁ꑊꯗ뭐ꝃ꽁ꑊꯗ꣢ꅃꑺ쉚엜뚵ꭨꕄ굮녱껸뙏귓ꑈ꽓뷨꣓닓꓀ꅁ낣ꑆꑈꑦ닎군엜뚵ꪺ냲ꖻ뚵ꗘ꙾쓖ꅂ꧊ꝏꅂ뇐땻ꯗꅂꡃꓫꕩꓤ끴꧒녯ꕾꅁꥼ뿅뙱껸뙏귓ꑈꪺꗾ뉹룪끔뫴꿠ꑏꛛꥷ뭐뭻ꪾ궷껦ꅁꕈ왛맮걏ꝟ맯뱳ꝩ껄ꩇꚨꑺ쉚ꅃ ꑀꅂ?ꛛ엜뚵ꪺ뻞Ꝁꮬꥷ롱 1. 둃꒶꽓꧊ ꖻ곣ꡳ뿯뻜ꖭ궱둃꒶뭐뫴믚뫴룴Ꝁ결ꓱ룻ꪺ둃꒶ꅁ껚뻚ꖻ곣ꡳꓥ쑭놴끑ꪺ꓀꩒ꅁ녎뫴믚뫴룴뭐ꖭ궱둃꒶ꪺꕄ굮꽓꧊뻞Ꝁ꙰ꑕꅇ ꫭ3- 1 둃꒶꽓꧊ꪺ뻞Ꝁ꓆뚵ꗘ ꣓랽ꅇꖻ곣ꡳ 둃꒶ 꽓꧊ꖭ궱둃꒶ 뫴룴냊멁둃엩 뫴룴쁒멁둃엩 냊쁒멁땻ꯗ ꓥ꙲ ꚳ ꚳ ꚳ 맏릳 ꚳ ꚳ ꚳ 냊땥 때 ꚳ 때 셮궵 때 때 때 ꑈ뻷꒬냊꧊ 때 ꚳ ꚳ ꗑꫭ3-1녯ꪾꅁꖻ곣ꡳ녎ꖭ궱둃꒶뭐뫴믚뫴룴ꪺ둃꒶꽓꧊깴늧곉ꥷ결ꅵ냊쁒멁땻ꯗꅶ뭐ꅵꑈ뻷꒬냊꧊ꅶ꣢ꑪ뚵ꅁꙢ냊쁒멁땻ꯗꑗ곒꿠엣ꗜꓥ꙲ꅂ맏릳ꅁꙢ냊땥ꝥ뉻ꑗꅁꖭ궱둃꒶때ꩫ뿬꣬ꅁꛓ뫴믚뫴룴ꕩꕈꝥ뉻ꅁꙢꖻ맪엧꒤ 40
결ꛒ뙱냊땥껄ꩇꕩ꿠맯뱳ꝩ뙄ꡄꚨꑺ쉚ꅁ걇ꕴ덝군ꕘꑀ닕ꡓꚳ냊땥껄ꩇꪺ뫴룴뱳ꝩꅁꗧꝙ뫴룴냊멁둃엩ꚳ냊땥껄ꩇꅁ뫴룴쁒멁둃엩꒣ꕘ뉻냊땥껄ꩇꅃ냲꧳덯볋ꪺꙷ뇆ꅁꖻ곣ꡳꕄ굮녎녱ꚹꑔ쏾둃꒶꒤꣢꣢ꓱ룻Ꙣ뱳ꝩ껄ꩇꑗꪺ깴늧ꅃ 쇶땍뫴믚뫴룴둃꒶Ꙣ셮궵ꪺꝥ뉻ꑗ뉀때ꝸ쏸ꅁꗑ꧳ꖻ곣ꡳ압궵볖ꕩ꿠녎맯맪엧뱳ꝩꪺ뱳ꝩ뙄ꡄ꒺깥ꚨꑺ쉚ꅁ걇꒩ꕈ놱꣮결꒣벽꧱ꅃꚹꕾꅁꑈ뻷꒬냊꧊ꑝ걏꣢뫘둃꒶뚡랥ꑪꪺ깴늧쉉ꅁꖭ궱둃꒶때ꩫ뒣꣑빜얥ꑈ꒬냊ꅁ뫴믚뫴룴ꕩ싇ꗑ땻ꚡ덝군ꅁ엽빜얥ꑈꕩ덺륌럆릫뭐꒺깥뙩ꛦ꒬냊ꅃ ꖻ곣ꡳ녎ꅵꑈ뻷꒬냊꧊ꅶꪺ뻞Ꝁꮬꥷ롱슲돦ꥷ롱결ꅵ럆릫ꕩꙢ뿃맵ꑗ쉉뿯뙩ꑊ닄ꑇ궶뱳ꝩ꒺깥ꪺꝥ뉻ꅁꙢ뱳ꝩ궺궶ꑗꙷ뇆ꕩ쉉뿯뙩ꑊ닄ꑇ궶ꪺ덳떲떹꣏ꗎꅃꅶ 2. 뱳ꝩ뙄ꡄ 껚뻚ꓥ쑭놴끑쉫꿇녯ꪾꅁ쏶꧳뱳ꝩ뙄ꡄꪺ꓀쏾ꕄ굮ꕝ걁ꑆ뉺꧊뙄ꡄꅂ띐꧊뙄ꡄ꣢ꅁꟳ룔닓뷑꙰녎꺣쓟뙄ꡄ녱띐꧊뙄ꡄ꒤뽗ꗟꛓꕘꅁꗧꚳ륄뱷뙄ꡄ떥떥ꅃꙢꖻ곣ꡳ꒤ꅁꭨ녎뱳ꝩ뙄ꡄ꓀ꚨꅵ뉺꧊뙄ꡄꅶ뭐ꅵ띐꧊뙄ꡄꅶ꣢ꑪ꓀쏾ꅃ맯꧳뉺꧊뙄ꡄꪺ뻞Ꝁꮬꥷ롱결ꅵ뱳ꝩꪺꓥ꙲뭐뱶릳끔꺧낾Ꙗ녪뷕늣ꭾꖻꢭꪺ믹귈ꅂꕜ꿠ꝑ꽱ꅶꅃ띐꧊뙄ꡄꪺ뻞Ꝁꮬꥷ롱ꭨ결ꅵꕄ굮Ꙣ뱳ꝩꓥ꙲뭐뱶릳ꑗ뛬덹ꕘ걙뫘껰꩞뭐띎맒ꅁꗸ맏띐냊껸뙏ꅶꅃ Ꙣꖻ곣ꡳꖿꚡ냝ꣷ꒤ꅁꗧ녎덝군꣢귓썄ꗘꝀ결뻞셡썄뚵ꅝmanipulation checkꅞꅁꕈ샋ꥷ꣼듺맯꧳룓뱳ꝩꪺ뙄ꡄ뭻ꪾꅁ닄ꑀ귓썄ꗘ룟냝꣼듺걏ꝟꙐ띎룓ꭨ뱳ꝩ결뉺꧊뙄ꡄꅁ닄ꑇ귓썄ꗘꭨ룟냝꣼듺걏ꝟꙐ띎Ꙑꭨ뱳ꝩ결띐꧊뙄ꡄꅁ뻞Ꝁꓨꚡ걏녎꣼듺ꪺ꣢뚵썄ꗘ녯꓀곛듮ꅁ떲ꩇ결굴ꕎꫭ뗛꣼듺뭻ꪾꪺ뱳ꝩ뙄ꡄ결띐꧊뙄ꡄꅁ곛듮떲ꩇ결ꖿꅁꭨꕎꫭ룓꣼듺뭻ꪾ룓뱳ꝩ결뉺꧊뙄ꡄꅃ 3. 늣ꭾ꽁ꑊꯗ Zaichkowskyꅝ1986ꅞ녎꽁ꑊ낵ꑆꕈꑕꪺꥷ롱ꅇꅵ꽁ꑊ걏귓ꑈꚳ믝ꡄꅂ4 1
믹귈왛뭐뾳뷬ꅁ맯볐ꪺꪫꪺꪾ쒱쏶꧊ꅃꅶꑓ뮡ꅁꅵ껸뙏맯꧳늣ꭾꪺ궫뗸땻ꯗ껸뙏귓ꑈ뷡꒩늣ꭾ귓ꑈꕄ왛띎롱ꅆ맯늣ꭾꞹꗾꑊꪺꛛ뭻Ꙑꅁ꣬꒣깨ꑀ압ꪺ멺꒣쏶ꓟꅃꅶꖻ곣ꡳꕄ굮녎늣ꭾ꽁ꑊꯗ꓀결낪ꝃ꣢뫘ꅁ낪늣ꭾ꽁ꑊꯗꪺ뻞Ꝁꮬꥷ롱ꝙꅵ꒣뷗Ꙣ쇊뙒ꭥ쇊뙒ꛦ결땯ꗍ꒧ꯡꅁ껸뙏맯꧳늣ꭾꚳ낪ꯗꪺꛛ뭻Ꙑ쏶ꓟꅃꅶꛓꝃ늣ꭾ꽁ꑊꯗꭨ결ꅵ꒣뷗Ꙣ쇊뙒ꭥ쇊뙒ꛦ결땯ꗍ꒧ꯡꅁ껸뙏맯꧳늣ꭾꚳꝃꯗꪺꛛ뭻Ꙑ쏶ꓟꅁ곆ꛜ꣬멺꒣쏶ꓟꪺꙡꡂꅃꅶ Ꙣꖻ곣ꡳ꒤ꅁ결ꑆ걄뿯낪ꝃ꽁ꑊꯗ늣ꭾꝀ결맪엧늣ꭾꪺꕎꫭꅁꙢꖿꚡ맪엧꒧ꭥꗽꛦ셼뿬ꑆꑀꚸ륷룕ꅁ뇄ꗎꑆZaichkowskꅝy1994ꅞꪺPII뙱ꫭꅝPersonal Involvement InventoryꅞꝀ결늣ꭾ꽁ꑊꯗꪺ뿅뙱썄뚵ꅃZaichkowsky꧳1994꙾궫띳녎PII뙱ꫭ뙩ꛦꙝ꿀꓀꩒샋엧ꅁ룕맏뽀셙ꚹ셣뷆ꪺ20뚵썄ꗘꅁ떲ꩇ뫫슲녯ꕘꑑ귓뚵ꗘꅁ걏결귗굱ꯡꪺPII뙱ꫭꅁ롧ꗑ꒤ꑳꑪ뻇뛇벽뫞뉺곣ꡳ꧒15ꛬ곣ꡳꗍ냑뭐륷룕떲ꩇꅁ샋엧ꖻ뎡ꗷ냝ꣷꭈꯗ결ꅃꖻ곣ꡳ꒤낪ꝃ꽁ꑊꯗ늣ꭾꪺ꓀쏾볐럇ꅁ걏녎냑ꕛ륷룕ꪺ꽁ꑊ꓀볆꒩ꕈ뇆Ꟈꅁ럓꽁ꑊꮬ멁ꪺ뉺뷗꒤뚡귈2ꅁ녎맪엧늣ꭾ꓀결낪ꝃ꣢쏾ꅁꖻ곣ꡳ녎뻚ꚹ뙱ꫭ뿯ꕘ꣣ꕎꫭ꧊ꪺ맪엧늣ꭾꅃ ꑇꅂ?삳엜뚵ꪺ뻞Ꝁꮬꥷ롱 1. 뱳ꝩ멁ꯗ Lutzꅝ1985ꅞ녎뱳ꝩ멁ꯗꥷ롱결ꅵ껸뙏Ꙣ꽓ꥷ뱳ꝩ꣫뽅ꑕꅁ썮앓ꑀ걱껉뚡ꛓ늣ꗍ꯹쓲꧊ꪺ낾ꙮ끑립ꪺ뛉ꙖꅶꅃꙝꚹꙢꖻ곣ꡳ꒤ꅁ녎꯶럓ꚹꥷ롱뙩ꛦ뻞ꝀꅁꣃꙐ껉뇄ꗎMuehling & Laczniakꅝ1988ꅞ끷맯뱳ꝩ멁ꯗ땯깩ꕘꪺꑃ닕깥뗼뙱ꫭꅁꖻ곣ꡳ녎뱳ꝩ멁ꯗ뻞Ꝁ결ꕈ룓ꑃ닕깥뗼Ꝁ결뿅뙱뚵ꗘꅃ 2. ꭾ땐멁ꯗ 1 ꚹꭈꯗ귈결Cronbach’s ꍜ귈ꅁ껚뻚뛀ꭔ굞뭐ꩌ빟ꦥꅝ1994ꅞꑪ꧳ꑷ륆낪ꯗꕩꭈ땻ꯗꅃ 2 ꖻ꽁ꑊ뙱ꫭ뇄ꟵꝊ꽓꒭쉉ꓘꯗꩫꅁꙀꑑ썄ꅁꡃ썄곒ꕈ꒭ꓘꯗꅝ-2ꅂ-1ꅂ0ꅂ1ꅂ2ꅞꝀ결뿅뙱ꅁ꽁ꑊꮬ멁ꪺ뉺뷗꒤뚡귈ꝙ결0꓀ꅃꖭꞡ귈ꝃ꧳0꓀ꪺ늣ꭾ쉫결ꝃ꽁ꑊ롳ꅁ낪꧳0꓀ꭨ쉫결낪꽁ꑊ롳늣ꭾꅃ 42
Ajzen & Fishbeinꅝ1980ꅞ녎ꭾ땐멁ꯗꥷ롱결ꅵ껸뙏맯꧳꽓ꥷꭾ땐ꪺ꯹쓲꧊낾ꙮ끑립ꪺ뛉Ꙗꅶꅃꖻ곣ꡳ껚뻚ꑗ굺ꓥ쑭곉ꥷꕘꭾ땐멁ꯗꪺꥷ롱ꅁꣃ꣏ꗎMuehling & Laczniakꅝ1988ꅞ끷맯ꭾ땐멁ꯗ땯깩ꕘꪺꑔ닕깥뗼뙱ꫭꅁ뿅뙱껸뙏ꪺꭾ땐멁ꯗꅃ ꑔꅂ?ꑺ쉚엜뚵ꅝ귓ꑈ꽓뷨엜뚵ꅞꪺ뻞Ꝁꮬꥷ롱 1. ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꡃꓫꕩꓤ끴꧒녯 ꖻ곣ꡳ낲덝ꚳ녎맯뱳ꝩ껄ꩇꚨꑺ쉚ꅃꛓꙢꖻ곣ꡳ녱ꑀ꿫ꑈꑦ닎군엜뚵꒤뿯ꥷꕈꑕꕼ귓멣궱ꅁꕝ걁ꑆꅵ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꕩꓤ끴꧒녯ꅶꕼꅁ녎꓀ꝏ녱ꚹꕼ귓멣궱왛맮맯뱳ꝩ껄ꩇꪺ뱶암ꅃ 껚뻚NUA Internet surveysꅝ2000ꅞ뷕걤돸뻉ꕘꅁ꧊ꝏꙢ뫴룴꣏ꗎꛦ결ꑗ꒴ꚳ꧒깴늧ꅁ뻣엩ꛓ뷗ꅁꡫ꧊Ꙣ뫴룴ꑗ낱꽤ꪺ껉뚡룻ꑫ꧊ꑛꅁꑫ꧊ꑈꑦ꣏ꗎ뫴룴ꪺꓱ꣒ꑷ덶몥끬ꑗꡫ꧊꣏ꗎꑈꑦꓱ꣒ꅁꛓ뷕걤꒴땯뉻ꡫ꧊낾띒룪끔싗둉ꪺ띳뭄뫴꾸ꅁꛓꑫ꧊낾ꙮ낷녤뭐ꗍ겡껉ꥼꪺ뫴꾸ꅃꚳ얲꧳ꚹꅁꖻ곣ꡳ녎꧊ꝏ덝ꥷ결궫굮ꪺꑺ쉚엜뚵ꅁꣃ낲덝Ꙣ꧊ꝏ꒧뚡맯꧳둃꒶꣏ꗎꑗꪺ깴늧ꅁ맯꧳꒣Ꙑ둃꒶꽓꧊ꪺ뱳ꝩ녎ꚳ꒣Ꙑꪺ껄ꩇꚨꅁꓗ꣤걏뫴룴뱳ꝩꪺ껄ꩇꕩ꿠녎ꙝꑗ뫴ꛦ결ꪺ꒣Ꙑꛓꚳꑺ쉚땯ꗍꅃ ꗦ덱뎡닎군덂ꅝ1998ꅞꗧ꒽ꖬꑀꗷꕸ왗ꙡ냏ꗁ늳꣏ꗎ뫴믚뫴룴ꪬꩰ뷕걤돸ꝩꅁ돸ꝩ꒤ꕘꅁ낣ꑆ꧊ꝏ꒧ꕾꅁ뱶암ꗁ늳ꑗ뫴ꪺꙝ꿀쇙ꕝ걁ꑆ꙾쓖ꅂ뇐땻ꯗꅂꛦ띾떥엜뚵ꅃꙝꚹꅁꖻ곣ꡳꗧ녎꙾쓖ꅂ뇐땻ꯗ꣢엜뚵ꛒ뱻Ꝁ결ꖻ곣ꡳ꒤뫴룴뱳ꝩ껄ꩇꪺꑺ쉚엜뚵ꅁꕴꙁ꿇ꑊ꧒녯ꪺ엜뚵ꅁ낲덝Ꙣ꒣Ꙑꪺ꧒녯꒧ꑕꅁ껸뙏ꗧꚳꕩ꿠늣ꗍ꒣Ꙑꪺ뱳ꝩ껄ꩇꅃ 2. ꗾ뉹룪끔뫴꿠ꑏꛛꥷ Hoffman & Novakꅝ1996ꅞꕘꅁ껸뙏Ꙣ뙗둃엩랾덱ꪺ륌땻꒤ꅁ귓ꑈ맯꧳뙗둃엩샴맒ꛛꭈ땻ꯗꅝperceived self-efficacyꅞ녎라뱶암꣤Ꙣ뙗둃엩샴맒꒤띐꣼꣬ꪺ끔꺧뭐꒬냊ꪺ땻ꯗꅃꑀ꿫ꛓꢥꅁ꣏ꗎ뙗둃엩꿠ꑏꪺꛛꭈ뙖ꝃꅁ뙖쏸녱뙗둃엩ꪺ랾덱륌땻꒤녯꣬몡ꢬꅃ꽕롱꣓뮡ꅁ껸뙏뙖깠꧈ꑗ뫴ꅁ맯4 3
꧳뽗ꛛꑗ뫴띪둍룪끔ꪺꛛꭈ꿠ꑏ꒣냷ꅁ덱녠룻쏸ꚳꙮꪺ꒬냊껄ꩇ늣ꗍꅃ ꙝꚹꅁꖻ곣ꡳꛒ뱻꣬껸뙏귓ꑈꪺꑗ뫴꿠ꑏꗧꕩ꿠ꑺ쉚왛곝뱳ꝩ껉ꪺ띐꣼ꅃCompeau & Higginsꅝ1995ꅞ삳ꗎBanduraꅝ1977ꅁ1982ꅞꪺꫀ라뭻ꪾ뉺뷗ꅝsocial cognitive theoryꅞ땯깩ꕘꑀ깍ꅵ륱뢣꿠ꑏꛛꥷꅶꅝcomputer self-efficacyꅞ뙱ꫭꅁꙀꚳꑑ귓냝썄ꅁꕄ굮Ꙣ듺뙱껸뙏맯꧳띳덮엩ꪺ꣏ꗎ꒧귓ꑈꭈꓟ땻ꯗꅁꖻ곣ꡳ뷕뻣룓뙱ꫭ결ꅵꗾ뉹룪끔뫴꿠ꑏꛛꥷꅶ뙱ꫭꅁ싇ꚹ뿅뙱껸뙏ꪺꗾ뉹룪끔뫴쉳쓽멛꣏ꗎ꿠ꑏꅁꗧꝙ껸뙏맯꧳쉳쓽뭐꣏ꗎꗾ뉹룪끔뫴껉귓ꑈꪺꭈꓟ땻ꯗꅃ ꖻ곣ꡳ녎덺륌ꖻ냝ꣷ녎꣼듺꓀결낪꒤ꝃꭈꓟ땻ꯗꪺꗾ뉹룪끔뫴꿠ꑏꛛꥷꑔ롳ꅁ꓀쏾ꓨꚡꗽ녎꧒ꚳ꣼듺ꪺꖭꞡ녯꓀Ꟈ뇆ꙃꅁ꣺꣤뉺뷗귈3꓀뭐7꓀Ꝁ결꓀쏾볐럇ꅁꑚꖭꞡ녯꓀ꑰ꧳떥꧳3꓀ꪺ릺ꑊꝃꯗꛛꥷ롳ꅆ뙗륌3꓀ꅂ꒣꣬7꓀ꪺ뗸결꒤ꯗꛛꥷ롳ꅆꑪ꧳떥꧳7꓀ꭨꑀꯟ쉫결낪ꯗꛛꥷ롳ꅃ 3. 뭻ꪾ궷껦 결압꣼듺맪엧껉ꪺꓟ뉺ꪬ멁ꕩ꿠라맯뱳ꝩ룑얪늣ꗍꑺ쉚ꅁꖻ곣ꡳꗧ녎ꚹ때ꩫ놱꣮ꪺ뎡꓀덝ꥷ결ꑺ쉚엜뚵ꅁꣃ녎끷맯ꡃꑀꛬ꣼룕뙩ꛦ귓ꑈ뭻ꪾ궷껦뷕걤ꅁ껚뻚Epstein, S., Pacini, R. & Denes-Raj, V.ꅝ1996ꅞꕈꅵ뭻ꪾꚡꉷ롧엧ꚡꛛ뉺뷗ꅶꅝCognitive-experiential self theoryꅁ슲뫙CESTꅞ결냲슦ꅁꣃ덝군ꕘꑀ깍뙱ꫭꅁꗎꕈꙐ껉뿅뙱껸뙏ꪺ뭻ꪾ믝ꡄ뭐ꪽ쒱궷껦ꅁCESTꕄ굮걏ꑈ귌Ꙣ덂뉺룪끔껉라둠ꅵ뭻ꪾꉷ롧엧ꅶ꣢뫘꡴닎ꅁ뭻ꪾ꡴닎걏Ꙣ띎쏑뱨ꚸꪺꅂꚳ띎맏ꪺꅂ꓀꩒ꪺꅂꑦ뭹ꫭ륆ꪺꅑ곛룻꧳롧엧꡴닎ꭨ결볧띎쏑ꪺꅂꛛ땯ꪺꅂ셰띑ꪺꅂꭄꑦ뭹ꪺꅂ놡띐ꪺꅃEpstein et. Al.ꅝ1996ꅞꙢ곣ꡳ꒤땯뉻껸뙏ꕩ꿠Ꙑ껉꣣ꚳ뉺꧊ꅝ뭻ꪾ믝ꡄꅞ뭐롧엧ꅝꪽ쒱ꅞꯤꛒꪺ꣢뫘궷껦ꅁ땻ꯗꙕꚳ깴ꝏꅃ덝군ꕘꪺ뙱ꫭ꒤ꭥ꒭썄ꝙ결뿅뙱ꅵ뭻ꪾ믝ꡄꅶ뎡꓀ꅁꯡ꒭썄ꭨ뿅뙱껸뙏ꅵꪽ쒱ꅶꯤꛒꪺ땻ꯗꅃ ꅵ뭻ꪾ궷껦ꅶ뻞Ꝁꓨꚡ녎ꓱ룻꣼듺ꅵ뭻ꪾ믝ꡄꅶ뎡꓀ꪺꖭꞡ녯꓀뭐ꅵꪽ 44
쒱ꅶ뎡꓀ꪺꖭꞡ녯꓀ꅁ쑾ꛓ녎꣼듺냏꓀결ꑔ뫘뭻ꪾ궷껦ꅁꑀ쏾결ꅵ뭻ꪾ믝ꡄꅶ녯꓀낪꧳ꅵꪽ쒱ꅶ뎡꓀ꪺ뉺꧊ꯤꛒꅁꑀ쏾ꭨ결ꅵꪽ쒱ꅶꖭꞡ녯꓀낪꧳ꅵ뭻ꪾ믝ꡄꅶꮬꪺ띐꧊ꯤꛒꅁ굙ꅵꪽ쒱ꅶꖭꞡ녯꓀떥꧳ꅵ뭻ꪾ믝ꡄꅶꪺꖭꞡ녯꓀ꅁꭨ결뭻ꪾ궷껦꒣ꧺꪺ꣼듺ꅃ 닄ꑔ론?곣ꡳ낲뮡 ꖻ곣ꡳꪺ곣ꡳ낲뮡녎뇄ꡃ닕뗪때뭐맯ꗟ낲덝ꪺ덝군ꅁ결ꑆ슲돦ꗜ띎ꅁ뛈뎯굺ꙕ닕ꪺ뗪때낲덝뎡꓀ꅃꗑ꧳ꖻ곣ꡳ걛멣ꙝ엜뚵ꕄ굮ꚳ꣢ꑪ뎡꓀ꅁꝙ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꅁꖻ곣ꡳ쏶ꓟꛛ엜뚵맯꧳ꙝ엜뚵덹ꚨꪺ뱶암결꛳ꅁꙝꚹꖻ곣ꡳ낲덝녎뻚ꚹ꓀ꚨ꣢귓뎡ꗷꅁꕝ걁ꑆ뱳ꝩ멁ꯗ뎡꓀뭐ꭾ땐멁ꯗ뎡꓀ꅃ꓀굺꙰ꑕꅇ ꑀꅂ?뱳ꝩ멁ꯗ뎡꓀ꅇ H01-1ꅇ꒣Ꙑꪺ둃꒶꽓꧊맯꧳뱳ꝩ멁ꯗꡓꚳ엣뗛뱶암ꅃ H01-2ꅇ꒣Ꙑꪺ뱳ꝩ뙄ꡄ맯꧳뱳ꝩ멁ꯗꡓꚳ엣뗛뱶암ꅃ H01-3ꅇ꒣Ꙑꪺ늣ꭾ꽁ꑊ맯꧳뱳ꝩ멁ꯗꡓꚳ엣뗛뱶암ꅃ ꑇꅂ?ꭾ땐멁ꯗ뎡꓀ H02-1ꅇ꒣Ꙑꪺ둃꒶꽓꧊맯꧳ꭾ땐멁ꯗꡓꚳ엣뗛뱶암ꅃ H02-2ꅇ꒣Ꙑꪺ뱳ꝩ뙄ꡄ맯꧳ꭾ땐멁ꯗꡓꚳ엣뗛뱶암ꅃ H02-3ꅇ꒣Ꙑꪺ늣ꭾ꽁ꑊ맯꧳ꭾ땐멁ꯗꡓꚳ엣뗛뱶암ꅃ 4 5
닄ꕼ론?냝ꣷ덝군 ꖻ곣ꡳ맪엧냝ꣷ꓀결ꕼꑪ뎡꓀ꅝ뷐냑ꢣ뿽ꑀꅞꅁ닄ꑀ뎡ꗷ녎ꗽ듺뙱꣼듺ꪺꗾ뉹룪끔뫴꿠ꑏꛛꥷꅆ닄ꑇ뎡꓀ꭨ뷕걤귓ꑈ꽓뷨엜뚵꒤ꪺ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꡃꓫꕩꓤ끴꧒녯떥귓ꑈ냲ꖻ룪껆ꅆ닄ꑔ뎡꓀ꙁ뙩ꛦ꣼듺ꪺ뭻ꪾ궷껦듺뙱ꅆ돌ꯡꑀ뎡ꗷꭨ결뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꪺ뿅뙱ꅁꣃ꛵ꕈ뱳ꝩ뙄ꡄꪺ뻞셡썄뚵ꅁꕈ듺ꥷ껸뙏맯꧳뱳ꝩꪺ뙄ꡄ뭻ꪾꅃꕈꑕꭋꟇ꒶닐ꅇ 닄ꑀ뎡ꗷꅇ귓ꑈ꽓뷨엜뚵ꅝꗾ뉹룪끔뫴꿠ꑏꛛꥷꅞ ꖻ곣ꡳꛒ뙱꣬껸뙏귓ꑈꪺꑗ뫴꿠ꑏꗧꕩ꿠뱶암왛곝뱳ꝩ껉ꪺ띐꣼ꅃCompeau & Higginsꅝ1995ꅞ삳ꗎBanduraꅝ1977ꅁ1982ꅞꪺꫀ라뭻ꪾ뉺뷗ꅝsocial cognitive theoryꅞ땯깩ꕘꑀ깍ꅵ륱뢣꿠ꑏꛛꥷꅶꅝcomputer self-efficacyꅞ뙱ꫭꅁꙀꚳꑑ귓썄뚵ꅁꕄ굮Ꙣ듺뙱껸뙏맯꧳띳덮엩ꪺ꣏ꗎ꒧귓ꑈꭈꓟ땻ꯗꅁꙢꖻ곣ꡳ꒤ꭨ링룕꒩ꕈ귗굱결ꅵꗾ뉹룪끔뫴꿠ꑏꛛꥷꅶ뙱ꫭꅁ싇ꚹ뿅뙱껸뙏ꪺꗾ뉹룪끔뫴쉳쓽멛꣏ꗎ꿠ꑏꅁꗧꝙ껸뙏맯꧳쉳쓽뭐꣏ꗎꗾ뉹룪끔뫴껉귓ꑈꪺꭈꓟ땻ꯗꅃꕈꑕꭋ결ꅵꗾ뉹룪끔뫴꿠ꑏꛛꥷꅶꪺꑑ귓썄ꗘꅁ뇄ꗎꟵꝊ꽓ꅝLikertꅞꑃ쉉ꓘꯗꩫ덝군ꅁꡃ뚵냝썄ꪺ썄띎곒ꕎꫭꑆ꒣Ꙑꪺ꣏ꗎ꿠ꑏ녪깺ꯗꅁꖻ곣ꡳ녎ꑑ뚵썄ꗘꗑ깺ꛜ녪Ꟈ뇆ꙃꅁꕈꝋ덹ꚨ뛱떪ꪺꝸ쉚ꅃ꓀ꙃ꙰ꑕꅇ ꅝ1ꅞ?꙰ꩇꙢꑀ뙽ꥬ껉ꚳꑈꕩꕈ뇐꣏ꗎ덯귓뫴꾸ꅁ둎꿠쉳쓽꣏ꗎꖦꅃ ꅝ2ꅞ?꙰ꩇꙢ덽뫴꾸껉륊꣬ꑆ냝썄ꅁꚳꑈ꿠냷산ꚣꅁ둎꿠쉳쓽꣏ꗎꖦꅃ ꅝ3ꅞ?꙰ꩇꙢ귨뙽ꥬꪺ껉귔ꅁꚳꑈ슲늤ꗜ뵤륌뫴꾸ꪺ꣏ꗎꓨꚡ떹곝ꅁ둎꿠ꛛꛦ쉳쓽뭐꣏ꗎꖦꅃ ꅝ4ꅞ?꙰ꩇ뒿롧얪륌쏶꧳덯귓뫴꾸ꪺ꒶닐뭐꣏ꗎ뮡ꧺꅁ둎꿠ꛛꛦ쉳쓽꣏ꗎꖦꅃ ꅝ5ꅞ?꙰ꩇ뫴꾸ꑗꚳ룑뮡ꪺꕜ꿠뮲ꝕ쉳쓽ꪺꑵ꣣ꅁ둎꿠ꛛꛦ쉳쓽뭐꣏ꗎꖦꅃ ꅝ6ꅞ?맯꧳ꡓꕨ륌ꪺ뫴꾸ꅁꕵ굮곝륌ꝏꑈ쉳쓽뭐꣏ꗎꅁ둎꿠ꛛꛦ쉳쓽꣏ꗎ 46
ꖦꅃ ꅝ7ꅞ?꙰ꩇꚳꯜꕒ룎ꪺ껉뚡ꙮ엽ꕨ놴꿁덯뫴꾸ꅁ둎꿠ꛛꛦ쉳쓽꣏ꗎꖦꅃ ꅝ8ꅞ?ꝙ꣏ꢭ쏤ꡓꚳꑈ뇐ꅁ쇙걏ꪾ륄룓꙰꛳쉳쓽꣏ꗎ덯귓뫴꾸꣬굮ꪺꩆꛨꅃ ꅝ9ꅞ?꙰ꩇꕈꭥꚳ냑왛륌쏾뫴꾸ꪺ롧엧ꅁ둎꿠ꛛꛦ쉳쓽뭐꣏ꗎ덯귓띳뫴꾸ꅃ ꅝ10ꅞ꙰ꩇ녱꣓ꡓꚳꑗ륌덯귓뫴꾸ꅁ쇙걏ꕩꕈꛛꑶ쉳쓽꣏ꗎꖦꅃ 닄ꑇ뎡ꗷꅇ귓ꑈ꽓뷨엜뚵ꅝ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꡃꓫꕩꓤ끴꧒녯ꅞ ꖻ곣ꡳ낲덝ꑈꑦ닎군엜뚵녎맯뱳ꝩ껄ꩇꚨꑺ쉚ꅃꛓꙢꖻ곣ꡳ녎ꑈꑦ닎군엜뚵곉ꥷꕘꕈꑕꕼ귓멣궱ꅁꕝ걁ꑆꅵ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꕩꓤ끴꧒녯ꅶꕼꅁ녎꓀ꝏ녱ꚹꕼ귓멣궱왛맮맯뱳ꝩ껄ꩇꪺ뱶암ꅃ ꑀꅂ꧊ꝏ뎡꓀슲돦꓀ꚨꡫ꧊뭐ꑫ꧊ꅁꙀ꣢귓뿯뚵ꅁ걏결ꙗꗘꓘꯗꅃ ꑇꅂ꙾쓖뎡꓀녎꣼던꙾쓖ꕈ꒭꙾Ꝁ결뚡뙚ꅁ꓀낵15ꇐ20랳ꅂ21ꇐ25랳ꅂ26ꇐ30랳ꅂ31ꇐ35랳ꅂ36ꇐ40랳ꅂ41ꇐ45랳ꅂ46ꇐ50랳ꅂ51랳ꕈꑗ떥ꅁꙀ꓀ꚨꑋ귓냏뚡ꅁ걏결ꓱ뉶ꓘꯗꅃ ꑔꅂ뇐땻ꯗ뎡꓀ꭨ꓀ꚨꑰ뻇ꅝꝴꕈꑕꅞꅂ냪ꫬ꒤ꅂ낪꒤슾ꅂꑪ녍ꅂ곣ꡳ꧒떥꒭냏뚡ꅁ걏결뚶Ꟈꓘꯗꅃ ꕼꅂꡃ귓ꓫꕩꓤ끴꧒녯ꭨꕈ꒭ꑤ꒸결ꑀ뚡뙚ꅁꕝ걁ꑆ5000꒸ꕈꑕꅂ5001ꇐ1000꒸ꅂ10001ꇐ15000꒸ꅂ15001ꇐ20000꒸ꅂ20000꒸ꕈꑗꅁꙀ꒭귓냏뚡ꅁ걏결ꓱ뉶ꓘꯗꅃ 닄ꑔ뎡꓀ꅇ귓ꑈ꽓뷨엜뚵ꅝ뭻ꪾ궷껦ꅞ 결압껸뙏맪엧껉ꪺꓟ뉺ꪬ멁ꕩ꿠라맯뱳ꝩ룑얪늣ꗍꑺ쉚ꅁꖻ곣ꡳ녎ꚹ때ꩫ놱꣮ꪺ뎡꓀덝ꥷ결ꑺ쉚엜뚵ꅁꣃ녎끷맯ꡃꑀꛬ꣼룕뙩ꛦ귓ꑈ뭻ꪾ궷껦뷕걤ꅁ껚뻚Epstein et. Alꅝ.1996ꅞꕈꅵ뭻ꪾꚡꉷ롧엧ꚡꛛ뉺뷗ꅶꅝCognitive-experiential 4 7
self theoryꅁ슲뫙CESTꅞ결냲슦ꅁꣃ덝군ꕘꑀ깍뙱ꫭꅁꗎꕈꙐ껉뿅뙱껸뙏ꪺ뭻ꪾ믝ꡄ뭐ꪽ쒱궷껦ꅃEpstein et. Al.Ꙣ곣ꡳ꒤땯뉻껸뙏ꕩ꿠Ꙑ껉꣣ꚳ뉺꧊ꅝ뭻ꪾ믝ꡄꅞ뭐띐꧊ꅝ롧엧ꅞꯤꛒꪺ꣢뫘궷껦ꅁ땻ꯗꙕꚳ깴ꝏꅃ덝군ꕘꪺ뙱ꫭ꒤ꭥ꒭썄ꝙ결뿅뙱ꅵ뭻ꪾ믝ꡄꅶ뎡꓀ꅁꯡ꒭썄ꭨ뿅뙱껸뙏ꅵꪽ쒱ꅶꯤꛒꪺ땻ꯗꅁꣃ뇄ꗎꟵꝊ꽓ꑃ쉉ꓘꯗꩫ뿅뙱ꅃꖻ곣ꡳ녎ꚹ뙱ꫭ슽쒶ꚨ꒤ꓥ녎썄띎ꖿꙖ땹Ꝁ뷕뻣꒧ꯡꅝ뛈뷕뻣닄꒭썄ꅁ결Ꙗ덝군ꅞꅁ떲ꩇ꙰ꑕꅇ ꆷꅵ뭻ꪾ믝ꡄꅶ뎡꓀ꅇ ꅝ1ꅞ?돟앷낵ꯜꙨꯤꛒꅃ ꅝ2ꅞ?꒣라끫쇗믝굮Ꝁ뉠ꯗꯤꛒꪺꪬꩰꅃ ꅝ3ꅞ?뭐ꢺ꒣ꓓ믝굮ꯤꛒꪺ놡ꓱ룻끟꣓ꅁ맧쑀Ꝁ라걄뻔ꯤꛒ꿠ꑏꪺ놡ꅃ ꅝ4ꅞ?돟앷뷆싸ꪺ냝썄ꅁ돓륌꧳슲돦ꪺ냝썄ꅃ ꅝ5ꅞ?꒣돟앷ꫡꓓꪺ껉뚡룲ꓟꑏꕨꯤꛒ걙ꗳꅃ ꆷꅵꪽ쒱ꅶ뎡꓀ꅇ ꅝ6ꅞ?곛ꭈ맯ꑈꪺꪽ쒱Ꙍ뙈ꅃ ꅝ7ꅞ?ꞹꗾ곛ꭈꪺ륷띐ꅃ ꅝ8ꅞ?맯ꑈꪺ닄ꑀꙌ뙈덱녠뎣걏맯ꪺꅃ ꅝ9ꅞ?덱녠라곛ꭈꪺꪽ쒱ꅁ꣓ꡍꥷ걏ꝟ굮ꭈꗴ걙귓ꑈꅃ ꅝ10ꅞ꿠맮쒱ꕘ걙귓ꑈ걏낵맯쇙걏낵뿹ꅁ뮡꒣ꑗ꣓결꒰믲ꅃ 닄ꕼ뎡꓀ꅇ뱳ꝩ멁ꯗꅂꭾ땐멁ꯗ뭐뱳ꝩ뙄ꡄ ꑀꅂ뱳ꝩ멁ꯗ Lutzꅝ1985ꅞ녎뱳ꝩ멁ꯗꥷ롱결ꅵ껸뙏Ꙣ꽓ꥷ뱳ꝩ꣫뽅ꑕꅁ썮앓ꑀ걱껉뚡ꛓ늣ꗍ꯹쓲꧊ꪺ낾ꙮ끑립ꪺ뛉ꙖꅶꅃꙝꚹꙢꖻ곣ꡳ꒤ꅁ녎꯶럓ꚹꥷ롱뙩ꛦ뻞ꝀꅁꣃꙐ껉뇄ꗎMuehling & Laczniakꅝ1988ꅞ끷맯뱳ꝩ멁ꯗ땯깩ꕘꪺꑃ닕깥뗼뙱ꫭꅁ뙱ꫭ덝군귝뇄뭹띎깴늧ꩫꟵꝊ꽓뙱ꫭꚡꅁꑃ닕깥뗼꓀ꝏ걏"Not 48
attractive/Attractive"ꅂ"Bad/Good"ꅂ"Unappealing/Appealing"ꅂ" Unpleasant/pleasant"ꅂ"Dull/Dynamic"ꅂ"Depressing/Refreshing"ꅂ"Not enjoyable/Enjoyable"ꅁꖻ곣ꡳ녎뇄ꗎꚹꑃ닕맯ꗟꪺ깥뗼뿅뙱뱳ꝩ멁ꯗꅁꣃ녎꣤슽쒶ꚨ꒤ꓥ꣏ꗎꅁ쒶결ꅵ꒣ꝬꓞꑈꪺꇾꝬꓞꑈꪺꅶꅂꅵ깴ꪺꇾꙮꪺꅶꅂꅵ꒣ꕏꑈꓟ냊ꪺꇾꕏꑈꓟ냊ꪺꅶꅂꅵ꒣ꕏꑈ둲꺮ꪺꇾꕏꑈ둲꺮ꪺꅶꅂꅵꝢꪺꇾꗍ냊ꪺꅶꅂꅵꡉ둥ꪺꇾꛕꗘꑀ띳ꪺꅶꅂꅵ꒣ꙮꪱꪺꇾꙮꪱꪺꅶꅃ ꑇꅂꭾ땐멁ꯗ Fishbein & Ajzenꅝ1980ꅞꭨ녎ꭾ땐멁ꯗꥷ롱결ꅵ껸뙏맯꧳꽓ꥷꭾ땐ꪺ꯹쓲꧊낾ꙮ끑립ꪺ뛉Ꙗꅶꅃꖻ곣ꡳꗧ껚뻚ꑗ굺ꓥ쑭곉ꥷꕘꭾ땐멁ꯗꪺꥷ롱ꅁꣃ럓Muehling & Laczniakꅝ1988ꅞ끷맯ꭾ땐멁ꯗ땯깩ꕘꪺꑔ닕깥뗼뙱ꫭꅁꕝ걁" Bad/Good"ꅂ" Unfavorable/Favorable"ꅂ" Negative/Positive"ꑔꅁꖻ곣ꡳ녎뇄ꗎꚹꑔ닕맯ꗟꪺ깥뗼뿅뙱껸뙏ꪺꭾ땐멁ꯗꅁꣃ녎꣤슽쒶ꚨ꒤ꓥꅁ꓀ꝏ결ꅵ깴ꪺꇾꙮꪺꅶꅂꅵ꒣ꕏꑈ돟띒ꪺꇾꕏꑈ돟띒ꪺꅶꅂꅵ굴궱ꪺꇾꖿ궱ꪺꅶꅃ ꑔꅂ뱳ꝩ뙄ꡄ ꖻ뎡꓀썄ꗘ결ꛛꛦ뻞Ꝁ덝군ꅁ걏결뻞셡썄뚵ꅝmanipulation checkꅞꅁꝀ결뮲ꝕ샋ꥷꪺꗎ덾ꅃꖻ곣ꡳꪺ맪엧뱳ꝩ뙄ꡄ곒ꑷꗽ뻞Ꝁ덝ꥷꅁ꒴믝뷕걤꣼듺걏ꝟ꽵뵔띐ꪾꅁꙝꚹ끷맯맪엧ꛛ엜뚵꒤ꪺ뉺꧊뙄ꡄ뭐띐꧊뙄ꡄꅁꙕ덝군ꑆꑀ귓뇔굺썄뚵ꅁ꓀ꝏꕈꟵꝊ꽓꒭쉉ꓘꯗꩫꪺꚡꅁ뷐꣼듺꓄뿯귓ꑈꪺꙐ띎ꯗꅃ썄뚵꙰ꑕꅇ 녺뭻결녺귨귨쉳쓽륌ꪺ뱳ꝩ뙄ꡄ걏ꅇ 1. 뉺꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ둹굺늣ꭾꪺꕜ꿠ꅂ닕ꚨꚨ꓀ꅂꭾ뷨떥 2. 띐꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ뛇뮼ꕘꑀ뫘껰꩞ꅂ놡뫼ꅂ뭐띐쒱 4 9
닄꒭론?ꭈꯗ뭐껄ꯗ ꖻ냝ꣷ덝군ꞹꚨ꒧ꯡꅁ뙩ꛦ륌ꑀꚸꭥ듺ꅁꕈ샋엧냝ꣷꪺꭈꯗ뭐껄ꯗꅆꙐ껉ꅁꙢꖿꚡ맪엧떲ꟴ꒧ꯡꅁꑓ궫뷆샋엧ꑆ꣤ꭈꯗ뭐껄ꯗꅁꕈ곛꒬냑럓ꅁ꙰ꫭ3-3꧒ꗜꅃ 뛀ꭔ굞뭐ꩌ빟ꦥꅝ1994ꅞꕘꅁꭈꯗ귈Ꙣꛜ꒧뚡뫢걏낪ꯗꭈꯗ귈ꅆ램냪볏ꅝ1989ꅞꗧꕘꅁ듺엧ꪺ껄볐쏶셰껄ꯗ꒧낪ꝃꅁ뭐듺엧꣤껄볐ꪺꭈꯗꚳ쏶ꅃ램냪볏뭻결껄ꯗꭙ볆ꪺ돌낪궭결ꭈꯗꭙ볆ꪺꖭꓨ껚ꅁꚹꑓꕩ뫙Ꝁꭈꯗ볆꒺Ꙣ껄ꯗ볆ꅁꖻ곣ꡳ녎뻚ꑗ굺볐럇뙩ꛦ냝ꣷ샋엧ꅃ ꗑ꧳냝ꣷ꒤ꅵꑈꑦ닎군엜뚵ꅶꅝ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꡃꓫꕩꓤ끴꧒녯ꅞ꒧썄뚵ꣃꭄ꯶럓꽓ꥷ멣궱덝군ꅁꅵ뱳ꝩ뙄ꡄꅶꪺ뻞Ꝁ샋엧썄ꮬꭨ걏ꛛꛦ덝ꥷꪺ슲돦뻞셡썄뚵ꅁ냑ꛒ믹귈룻낪ꅁꙝꚹ꣢뎡꓀ꪺ썄ꗘ꒣꒩군뫢꣤ꭈꯗ뭐껄ꯗꅃꛜ꧳꣤ꕌ뎡꓀ꪺ냝ꣷ썄ꗘ녎럓냝ꣷ꒺깥ꪺ꒣Ꙑ멣궱뭐뵳뇆뚶Ꟈꅁ꓀ꝏ돸ꝩꖻ곣ꡳ꒧ꭈ껄ꯗ떲ꩇ꙰ꑕꅇ ꅝꑀꅞꗾ뉹룪끔뫴꿠ꑏꛛꥷ ꭥ듺꒧ꯡ롧샋ꥷ땯뉻ꅁꗾ뉹룪끔뫴꿠ꑏꛛꥷ뎡꓀ꪺ냝ꣷ샋엧ꭈꯗCronbach’s ꍜ귈륆ꅁ륆꣬ꯜꕩꭈꓴ럇ꅁꛓ꒺Ꙣ껄ꯗ볆ꭨ낪륆ꅆꛓꖿꚡ맪엧ꯡꅁ궫띳샋엧ꭈꯗ뭐껄ꯗꭨ꓀ꝏ결뭐ꅃ ꅝꑇꅞ뭻ꪾ궷껦 뭻ꪾ궷껦ꪺ냝ꣷꕩ꓀ꚨ꣢뎡꓀ꅁꭥ꒭썄ꕎꫭꪺ걏ꅵ뭻ꪾ믝ꡄꅶ멣궱ꅁꯡ꒭썄ꭨ결ꅵꪽ쒱ꅶ멣궱ꅃ롧ꭥ듺떲ꩇ땯뉻ꅁꅵ뭻ꪾ믝ꡄꅶ뎡꓀ꪺCronbach’s ꍜ귈결걏ꅁꅵꪽ쒱ꅶ뎡꓀ꭨ결ꅁ꒺Ꙣ껄ꯗ볆꓀ꝏ결뭐ꅃꕩ땯뉻ꅵ뭻ꪾ믝ꡄꅶ뎡꓀ꪺꭈꯗ귈ꅝCronbach’s ꍜ귈ꅞ늤ꝃꅁ롧덶썄샋엧ꯡ땯뉻ꅁ닄ꑔ썄결덹ꚨꭈꯗ륌ꝃꪺ썄뚵ꅝ낣ꕨ닄ꑔ썄ꯡꅁ뭻ꪾ믝ꡄꪺ썄뚵ꭈꯗ귈ꗑ귬꣓ꪺ뒣낪결ꅁꢣꫭ3-2ꅞꅁꖻ곣ꡳꡍꥷ궫띳뷕뻣닄ꑔ썄뇔굺ꓨꚡꅁ녎귬꣓ꪺꅵ맧쑀낵라걄뻔ꯤꛒ꿠ꑏꪺꅁꑝ꒣쑀낵꒣ꓓ믝굮ꯤꛒꪺ놡ꅶꅁ귗결ꅵ뭐ꢺ꒣ꓓ믝굮ꯤꛒꪺ놡ꓱ룻끟꣓ꅁ맧쑀Ꝁ라걄뻔ꯤꛒ꿠ꑏꪺ놡ꅶꅁ귗ꯡ 50
Ꙣꖿꚡ맪엧꒤꒧ꭈꯗ귈뒣ꛜꅁ걇뵔ꥷ룓썄뚵때쎪때믝Ꝓ낣꒧ꅃ ꖿꚡ맪엧꒧ꯡꅁ뭻ꪾ궷껦뎡꓀ꪺ뭻ꪾ믝ꡄ냝ꣷꭈꯗ뭐껄ꯗ결뭐ꅁ륆낪ꯗꕩꭈꓴ럇ꅆꪽ쒱뎡꓀냝ꣷꪺꭈꯗ뭐껄ꯗꭨ결뭐ꅁꗧ곒륆낪ꯗꓴ럇ꅃ ꫭ3- 2?뭻ꪾ궷껦꒧ꅵ뭻ꪾ믝ꡄꅶ뙱ꫭꭈꯗ꓀꩒떲ꩇ ꣓랽ꅇꖻ곣ꡳ Scale Mean if Item Scale Variance if Corrected Item- Alpha if item deleted item deleted Total Correlation deleted REI_1 .3407 .3047 REI_2 .4451 .1771 REI_4 .3186 .2764 REI_5 .1028 .4520 REI_3 .5435 Reliability Coefficients N of Cases = N of Items = 5 Alpha (Cronbach’s ꍜ) = .4188 ꅝꑔꅞ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ 롧ꭥ듺샋ꥷ떲ꩇ땯뉻ꅁꡃꑀꭨ맪엧뱳ꝩꪺ뱳ꝩ멁ꯗ냝ꣷCronbach’s ꍜ귈곒륆ꕈꑗꅁ뱳ꝩ멁ꯗ뙱ꫭꪺ꒺Ꙣ껄ꯗ볆ꕩꗑꭈꯗ귈뇀뫢녯ꕘ곹결ꅁ륆ꕩ놵꣼볐럇ꅃꙝꚹꖻ곣ꡳ샀뇄ꗎꚹ꒤ꓥ뙱ꫭꝀ결ꖿꚡ냝ꣷꪺ뿅뙱썄ꗘꅃ맪엧ꯡ궫띳샋엧ꭈꯗ뭐껄ꯗ땯뉻ꅁꭈꯗ뭐껄ꯗ귈륆뭐ꅁꑷ륆낪ꯗꓴ럇ꅃ ꭾ땐멁ꯗ뎡꓀롧ꭥ듺샋ꥷ땯뉻ꅁꡃꑀꭨ맪엧뱳ꝩꪺꭾ땐멁ꯗ냝ꣷCronbach’s ꍜ귈곒륆ꕈꑗꅁ꒺Ꙣ껄ꯗ볆ꭨ륆ꅁ걇ꖻ곣ꡳ샀뇄ꗎꚹ꒤ꓥ뙱ꫭꝀ결ꖿꚡ냝ꣷꪺ뿅뙱썄ꗘꅆ맪엧ꯡ궫띳샋엧ꭈꯗ뭐껄ꯗ땯뉻ꅁꭈꯗ뭐껄ꯗ귈결뭐ꅁꗧ륆낪ꯗꓴ럇ꅃ ꫭ3- 3?냝ꣷ냑ꛒꓥ쑭꣓랽뭐ꭥ듺꒧ꭈꯗꅂ껄ꯗ샋엧셠띊뻣 ꣓랽ꅇꖻ곣ꡳ 냝ꣷ뿅뙱엜뚵 ꓥ쑭냑ꛒ꣓랽 ꭥ듺ꭈꯗꇾ맪엧ꭈꯗꇾ맪엧ꭥ듺껄ꯗ 껄ꯗ ꛛ엜뚵 늣ꭾ꽁ꑊꯗ Zaichkowskyꅝ1996ꅞ ꇾ 뱳ꝩ뙄ꡄ Kotlerꅝ1994ꅞꅂ꾬믱ꦣ꒣꒩뿅뙱* ꒣꒩뿅뙱* ꅝ1995ꅞꅂBelch & Belch5 1
ꅝ1998ꅞ ꑺ쉚엜뚵 ꗾ뉹룪끔뫴꿠ꑏCompeau & Higginsꅝ1995ꅞ ꇾꇾ ꛛꥷ ꑈꑦ닎군엜뚵 ꛛꛦ덝군 ꒣꒩뿅뙱 ꒣꒩뿅뙱 뭻ꪾ궷껦 Epstein et. Al.ꅝ1996ꅞ ꇷ뭻ꪾ믝ꡄ ꇾ ꇾ ꇷꪽ쒱 ꇾ ꇾ ꙝ엜뚵 뱳ꝩ멁ꯗ Muehling & Laczniakꅝ1988ꅞ ꇾ ꇾ ꭾ땐멁ꯗ Muehling & Laczniakꅝ1988ꅞ ꇾ ꇾ *ꛛ엜뚵뱳ꝩ뙄ꡄꕄ굮ꗑ맪엧놱꣮ꅁ꒴덝ꥷ꣢ꑬ썄ꅁꝀ결뻞셡썄뚵ꅁꕈ샋엧껸뙏ꪺ뙄ꡄ뭻ꪾꅁꭈꯗ뭐껄ꯗꡍꥷ꒣꒩ꕈ뿅뙱ꅃ 닄꒻론?맪엧덝군 ꑀꅂ?맪엧덝군 램냪볏ꅝ1989ꅞꕘꅵ맪엧덝군ꑄ걏곣ꡳ결ꑆ룑떪꣤곣ꡳꓨ궱ꪺ뫃냝ꅁ뮡ꧺ꙰꛳놱꣮ꙕ뫘엜늧꣓랽ꪺꑀ뫘굮ꪺ군릺ꅂ걛멣ꅂꥍ떦늤ꅃ꣤ꕄ굮ꗘꪺꙢꚳ군릺ꪺ뮡ꧺꕌꗎ꣓뻞셡ꙕ뫘엜늧꣓랽ꪺꅵ냲ꖻ볒ꚡꅶꅝParadigmꅞ결꛳ꅁꕈꭋ녎꣓ꕩꕈ닓ꓟ뻞셡엜ꛛ엜뚵ꅁꣃ왛맮ꚹ뚵엜맯엜뚵꧒땯ꗍꪺ뱶암ꅃꅶꖻ곣ꡳꕄ굮걏왛맮ꑔ귓ꛛ엜뚵맯꧳뱳ꝩ껄ꩇꅝꝙꙝ엜뚵ꅞꪺ뱶암ꅁ뇄ꗎꑔꙝꑬ맪엧덝군ꅝFactorial Experimental Designꅞꅃ ꖻ맪엧Ꙁꚳꑔ귓ꛛ엜뚵ꅁ꓀ꝏ걏둃꒶꽓꧊ꅂ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗꅃ 둃꒶꽓꧊ꯘ멣결ꑔ귓뱨ꚸꅁꝙꖭ궱둃꒶ꅂ뫴룴냊멁둃엩 닕뭐뭐뫴룴쁒멁둃엩ꅁꖭ궱둃꒶뭐뫴믚뫴룴녎뻞셡Ꙣ꣤ꑈ뻷꒬냊꧊뭐냊땥ꅝꝙ냊쁒멁땻ꯗꑗꪺ깴늧ꅞꪺꚳ때ꅁꛓ뫴룴냊멁둃엩뭐뫴룴쁒멁둃엩ꪺ깴늧ꕄ굮Ꙣ꧳냊땥ꪺꚳ때ꛓꑷꅁꕈꭋ듺뙱냊땥ꝥ뉻맯꧳뱳ꝩ멁ꯗꑗꪺ꽵ꖿ깴늧ꅃ ꫭ3- 4?ꖻ곣ꡳ맪엧덝군뭐ꑑꑇ닕맪엧뱳ꝩ떦늤맪엧ꕎ뵘 ꣓랽ꅇꖻ곣ꡳ 52
둃꒶꽓꧊ ꖭ궱둃엩 뫴룴냊멁둃엩 뫴룴쁒멁둃엩 늣ꭾ꽁ꑊꯗ 뱳ꝩ뙄ꡄ낪꽁ꑊ ꝃ꽁ꑊ 낪꽁ꑊ ꝃ꽁ꑊ 낪꽁ꑊ ꝃ꽁ꑊ 뉺꧊뙄ꡄ b3 d3 b1 d1 b2 d2 띐꧊뙄ꡄ a3 c3 a1 c1 a2 c2 뗹1ꅇaꅂbꅂcꅂd꓀ꝏꕎꫭ4뫘늣ꭾꭾ땐ꅁꕩ냑ꢣꫭ3-6ꅃ 뗹2ꅇ1ꅂ2ꅂ3꓀ꝏꕎꫭ3뫘둃꒶꽓꧊ꅃ ꚹꕾꅁꕴ띦끴뱳ꝩ뙄ꡄꅝ뉺꧊뙄ꡄ뭐띐꧊뙄ꡄꅞ뭐늣ꭾ꽁ꑊꯗꅝ낪뭐ꝃ꽁ꑊꯗꅞꅁ셠Ꙁꚨꑑꑇ닕뱳ꝩ떦늤닕Ꙙꅁ꙰ꫭ3-4꧒ꗜꅃ낣ꑆ둃꒶꽓꧊꒧ꕾꅁ뱳ꝩ뙄ꡄꑄꗑ맪엧놱꣮ꅆ늣ꭾ꽁ꑊꯗꭨ녎ꗽ륷룕Ꝁ뷕걤ꅁ늣ꭾ꽁ꑊꗽ륷뿯볆뫘늣ꭾꅁꣃ쇜뷐륷룕ꑈ귻뙩ꛦ늣ꭾ꽁ꑊꯗ뷕걤ꅁ돌ꯡ걄뿯ꕘ륷덝ꑈ귻뭻결꽁ꑊꯗ돌ꝃ뭐돌낪ꪺ늣ꭾꝀ결늣ꭾ낪ꝃ꽁ꑊꯗ꒧ꕎꫭꅁꕈꭋꝀ결맪엧늣ꭾꅃ 뱳ꝩ뙄ꡄꭨ녎ꗑ맪엧ꛛꛦ뻞셡ꅁꣃꙢꖿꚡ맪엧꒤뷐꣼듺왛곝맪엧뱳ꝩꯡꅁ뿅뙱귓ꑈꪺ뙄ꡄ뭻ꪾ땻ꯗꅁꕈ샋엧걏ꝟ뭐맪엧꧒뻞셡ꪺ곛닅ꅝmanipulation checkꅞꅃ ꖻ곣ꡳ녎뻚ꚹꑑꑇ닕뱳ꝩ떦늤덝군ꕘ맪엧뱳ꝩꅁꣃ쁈뻷쇜뷐꣼던왛곝ꅁꕈ듺뙱꣼듺왛곝꒧ꯡꪺ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꅁꡃꑀꛬ꣼듺곒라녱aꅂbꅂcꅂd롳뱳ꝩ꒤ꙕ쁈뻷뿯뻜ꑀꭨ뱳ꝩ뙩ꛦ왛곝ꅃ ꑇꅂ?맪엧꡴닎뭳Ꝁ ꅝꑀꅞ맪엧늣ꭾ뿯ꥷ Brookerꅝ1981ꅞꕘꅁ뿯뻜맪엧늣ꭾꚳꑔ뚵ꕄ굮ꛒ뱻ꪺ귬ꭨꅁ궺ꗽ돌ꙮ걏띳늣ꭾꅂ껸뙏ꡓꚳ녪꽐ꭾ땐낾ꙮꪺ늣ꭾꅑ닄ꑇꭨ걏룓늣ꭾ맯꧳뱳ꝩ뙄ꡄ때낾ꙮꅑ닄ꑔꭨ돌ꙮ꣏ꗎ뽗꽓ꪺꅝuniqueꅞ껸뙏꒣보노ꪺ늣ꭾꅃ ꖻ곣ꡳ녎뿯뻜껸뙏낪ꝃ꽁ꑊꯗꪺ늣ꭾꙕꑀ뫘Ꝁ결ꕎꫭꅁ냲꧳ꖻ곣ꡳꪺ볋ꖻ맯뙈ꕄ굮꣓ꛛ꧳ꑪ뻇ꗍꕈꑗꪺ껸뙏ꅁꙝꚹꅁꗽ뿯뻜ꑆ꒭뫘ꑪ뻇ꗍꕈ5 3
ꑗꪺ뇚롳Ꙣꓩ녠ꗍ겡료ꕩ꿠꽁라띐뾳뷬ꪺ냓ꭾꅁꕝ걁ꑆꑔꧺꩶꅂꓢ뻷뢹ꅂꭏ쁉ꅂꡔꢮꅂ뫻ꕌꥒ떥ꅃ 놵ꑕ꣓ꅁꖻ곣ꡳꗽꛦ셼뿬ꑆꑀꚸ륷룕ꅁꣃ뇄ꗎꑆZaichkowskyꪺPII뙱ꫭꅝPersonal Involvement InventoryꅞꝀ결늣ꭾ꽁ꑊꯗꪺ뿅뙱썄뚵ꅁꙀꚳꑑ닕깥뗼ꅁꕈ뭹띎깴늧ꩫ덝군ꅁꖻ곣ꡳ녎굞ꓥ썄뚵신쒶ꚨ꒤ꓥꅁ신쒶ꭥꯡ맯럓꙰ꫭ3-5ꅇ ꫭ3- 5 PII뙱ꫭ꒤굞맯럓 ꣓랽ꅇꖻ곣ꡳ 굞ꓥ귬ꓥ ꒤쒶 1. importantꇾunimportant 궫굮ꪺꇾ꒣궫굮ꪺ 2. interestingꇾboring ꚳ뷬ꪺꇾ때닡ꪺ 3. relevantꇾirrelevant 쏶ꪺꇾ꒣쏶ꪺ 4. excitingꇾunexciting ꕏꑈ뾳뻄ꪺꇾ꒣ꕏꑈ뾳뻄ꪺ 5. means a lot to meꇾmeans nothing 맯띎롱궫ꑪꪺꇾ맯뉀때띎롱ꪺ 6. appealingꇾunappealing Ꝭꓞꪺꇾ꒣Ꝭꓞꪺ 7. fascinatingꇾmundane ꯜ겯ꗘꪺꇾꯜ녥ꭕꪺ 8. valuableꇾworthless ꯜ곃뙑ꪺꇾꡓꚳ믹귈ꪺ 9. involvingꇾuninvolving ꯜꙢ띎ꭾ땐ꪺꇾ꒣Ꙣ띎ꭾ땐ꪺ 10. neededꇾnot needed ꖲ굮ꪺꇾ꒣ꖲ굮ꪺ ꖻ곣ꡳ끷맯꒭뫘륷뿯늣ꭾꕈꑗ굺뙱ꫭ뙩ꛦ륷룕ꅁꙢꕩ놵꣼ꪺꭈꯗ뭐껄ꯗꑕꅁ녯꣬륷룕맯꧳꒭뚵늣ꭾꪺ꽁ꑊ땻ꯗ귈ꅁ럓늣ꭾ꽁ꑊꯗꪺ뉺뷗꒤뚡귈ꅝ뉺뷗꒤뚡귈=0ꅞꝀ결냏꓀볐럇ꅁ떲ꩇ땯뉻늣ꭾ꽁ꑊ땻ꯗ돌낪결ꡔꢮꅁ돌ꝃ결ꑔꧺꩶꅁꕂ돌낪ꖭꞡ꓀볆ꡔꢮꑪ꧳뉺뷗꒤뚡귈ꅁꑔꧺꩶꭨ결냟ꑀꝃ꧳뉺뷗꒤뚡귈ꪺ늣ꭾꅃ꒭뚵늣ꭾ럓낪ꝃ뚶Ꟈ결결ꡔꢮꅝꅞꅂꓢ뻷뢹ꅝꅞꅂꭏ쁉ꅝꅞꅂ뫻ꕌꥒꅝꅞꅂꑔꧺꩶꅝꅞꅁ꙰맏3-2꧒ꗜꅃ 54
㈮?㈮〵?ㄮ?ㄮ㐶?ㄮ㈶??늣ꭾ꽁ꑊ땻ꯗ〮?〮〸?ⴰ⸳㐹㤷?ⴰ⸵ꡔꢮꓢ뻷뢹ꭏ쁉뫻ꕌꥒꑔꧺꩶ맏3- 2 ꖻ곣ꡳꙕ뚵륷룕늣ꭾ꽁ꑊꯗꖭꞡ귈 ꣓랽ꅇꖻ곣ꡳ ꖻ맪엧걏걇ꪽ놵뿯꣺ꭥꯡ꣢뫝ꪺ꣢늣ꭾꝀ결낪ꝃ꽁ꑊꯗꪺꕎꫭꅁꝙꡔꢮ결낪꽁ꑊ땻ꯗ늣ꭾꕎꫭꅑꑔꧺꩶ결ꝃ꽁ꑊ땻ꯗ늣ꭾꕎꫭꅃ ꅝꑇꅞ맪엧늣ꭾꪺꭾ땐뭐쓝꧊ 결ꑆ압껸뙏ꕩ꿠맯꧳뉻ꚳꭾ땐ꑷꚳ걊ꚨꪺꭾ땐뭻ꪾ뭐멁ꯗꅁꖻ맪엧ꡍꥷ궫띳덝ꥷ띳ꪺꭾ땐ꙗ뫙ꅂ뙈뭐쓝꧊ꅃꙢꛒ뙱꣼듺Ꙣ꒣Ꙑ뱳ꝩ뙄ꡄ뱳ꝩꑕꅁ굙뇄ꗎ곛Ꙑꭾ땐늣ꭾꅁ꣤꧒늣ꗍ꒧ꭾ땐멁ꯗꅝ꣒꙰ꫭ3-4ꪺa롳뱳ꝩ뭐b롳뱳ꝩꅂc롳뭐d뱳ꝩ떥떥ꅞꅁꦼꚹ라ꚳ곛꒬ꑺ쉚ꪺ껄ꩇꅁꖻ맪엧ꡍꥷ뷡꒩ꡔꢮ꣢뫘띳ꪺꭾ땐ꙗ뫙ꅇꅵVEDAX2000ꅶ뭐ꅵꮰꖫꑪꪱ깡ꅶꅁ꓀ꝏꝀ결뉺꧊뙄ꡄ뭐띐꧊뙄ꡄꪺꡔꢮꭾ땐ꙗ뫙ꅃꝃ꽁ꑊ늣ꭾꑔꧺꩶꗧꚳ꣢귓꒣Ꙑꪺꭾ땐ꙗ뫙ꅁꙢ뉺꧊뙄ꡄ껉ꥒꙗ결ꅵTasty & Healthyꑔꧺꩶꅶꅁ띐꧊뙄ꡄ껉ꥒꙗ결ꅵ뚧ꗺꑔꧺꩶꅶꅃ ꫭ3- 6 맪엧늣ꭾꪺꥒꙗ ꣓랽ꅇꖻ곣ꡳ 낪꽁ꑊ늣ꭾꅝꡔꢮꅞ ꝃ꽁ꑊ늣ꭾꅝꑔꧺꩶꅞ 뉺꧊뙄ꡄ VEDAX2000ꅝaꅞ Tasty & Healthyꑔꧺꩶꅝcꅞ 띐꧊뙄ꡄ ꮰꖫꑪꪱ깡ꅝbꅞ 뚧ꗺꑔꧺꩶꅝdꅞ 뗹1ꅇaꅂbꅂcꅂd결맪엧뱳ꝩꕎ뵘ꪺꑀ뎡ꗷꅁ뷐냑ꢣꫭ3-4ꅃ Ꙣ늣ꭾ쓝꧊ꓨ궱ꅁ냲꧳낪ꝃ꽁ꑊꯗ뭐뱳ꝩ뙄ꡄꪺ꒣Ꙑꅁꖻ곣ꡳꡍꥷ녎늣ꭾ뉺꧊뭐띐꧊뙄ꡄꪺ꒣Ꙑꅁ낣ꑆꙢꭾ땐ꑗꚳ꧒냏ꝏꕾꅁ쓝꧊ꑗꕩ꿠ꗧꙕꚳ꒣Ꙑꅁ결ꡄ끔꺧꒺깥뻞Ꝁꑗ슲볤끟ꢣꅁꡃꑀꭨ뱳ꝩ쓄굺ꑀ뫘늣ꭾ쓝꧊ꝙꕩꅃ5 5
ꖻ곣ꡳꕄ굮뷡꒩ꪺ늣ꭾ쓝꧊뻣뉺꙰ꑕꅇ ꫭ3- 7 맪엧늣ꭾꪺ뙄ꡄ뭐쓝꧊띦끴 ꣓랽ꅇꖻ곣ꡳ 뉺꧊뙄ꡄ 띐꧊뙄ꡄ ꡔꢮ ꕄ굮껄꿠 ꕛ믹귈뭐ꕾ왛 ꑔꧺꩶ ꕄ굮샧빩ꚨ꓀ 늣ꭾ믹귈뭐ꭾ뷨 ꅝꑔꅞ맪엧뱳ꝩꪺ뭳Ꝁ 1. 뱳ꝩꓥ껗덝군ꉷ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗꪺ뻞셡 ꗑ꧳ꖻ맪엧ꗘꪺꙢ꧳ꓱ룻꒣Ꙑ둃꒶Ꙣ뱳ꝩ뙄ꡄꅂ늣ꭾ꽁ꑊꑗꪺ뱳ꝩ껄ꩇꅁꙝꚹ덝군ꕘ뫴룴뱳ꝩꅝWeb adꅞ뭐ꖭ궱뱳ꝩꅝPrint adꅞ꣢뫘ꅁ결ꡄꚳ곛Ꙑꪺꓱ룻냲슦ꅁꡃꑀꭨ뫴룴뱳ꝩ뎣ꚳꑀꭨꓥ껗꒺깥ꞹꗾ곛Ꙑꅝ꫱ꕇ곛Ꙑꅞꪺꖭ궱뱳ꝩ곛꒬맯삳ꅁꙢꚹ믝굮꽓ꝏ뗹ꧺꪺ걏ꅁꖻ곣ꡳ꒤ꪺ뫴룴뱳ꝩꗾ덝ꥷ결ꗾ뫴궶뱳ꝩꅁꣃꭄꓱ룻뻮둔뱳ꝩꅝbannerꅞ뭐ꖭ궱뱳ꝩꪺꓱ룻ꅃ ꖻ곣ꡳ맪엧늣ꭾꙀꚳꕼ뫘ꅁꙝ끴Ꙙ꒣Ꙑ뱳ꝩ떦늤ꅝꑑꑇ닕뚡ꙝꑬ덝군ꅞꅁ걇Ꙁ믝맪엧뱳ꝩꑑꑇꭨꅁꓥ껗꒣ꙝ둃꒶꽓꧊ꛓꚳ깴늧ꅁꙝꚹꓥ껗덝군뛈믝끴Ꙙ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗꙕ꣢ꙝꑬꅁꝙ2 × 2Ꙁꕼ닕ꪺꓥ껗꒺깥ꝙꕩꅁꓥ껗꒧ꓥ꙲뎡꓀럓뱳ꝩ벽꧱뚶Ꟈꅝꗑꑗꛜꑕꅞ뻣뉺꙰ꑕꅇ ꅝ1ꅞ?뉺꧊뙄ꡄꉷ낪꽁ꑊ늣ꭾ ꗾ띳뷕껕ꅁ남ꑏꅂꑏꟳꗽ뙩ꪺ띳 돌ꑰ끪신ꕢ깼꒽ꓘ 낪껄꿠ꛛ냊엜덴뵣ꅁ뵔맪뛇륆냊ꑏ 귝꣣뗎빁꧊뭐뻞셡꧊ꪺ쑡ꙑ꡴닎ꅁ귝압ꙕ뫘곰땯룴ꩰ 띳ꕀ곶ꢮ뫘ꅂ띳곬ꅁ덯둎걏띳ꗍꕎꪺVEDAX2000 2000꙾ꑔꓫ꦳뙽ꥬꝋ뙏룕빲맪걉꒤ 56
뷐ꪽ놵ꩶꖻ꒽ꕱꗾ곙빐냢쉉겢룟 ꅝ룔닓늣ꭾ뮡ꧺꅞ VEDAX2000ꪺ띳 ꅝ2ꅞ?띐꧊뙄ꡄꉷ낪꽁ꑊ늣ꭾ 띑ꢮꅝDESIREꅞꅇmy workꅂmy lifeꅂmy family ꗍ겡꒤ꡉ뻽ꕘ늳ꪺ뵵뇸 룲뗛ꝁꅁꙢꗴ꛳ꕩꕈꕨꪺꙡꓨ 뭐궷ꥍ껰곛꛱ꅁꥍ껼걶결 슲볤걹멚ꪺ뵵뇸뭐ꛛ땍샴맒믝ꡄ곛꒬뷷걍 맪ꗎ결랧꧀ꪺ덝군왛 덂덂ꝥ뉻ꗍ겡ꪺ뒼뱺 ꪺꮰꖫꑪꪱ깡ꅉ ꅝ3ꅞ?뉺꧊뙄ꡄꉷꝃ꽁ꑊ늣ꭾ ꣓ꛛ꿂ꖿ뱷냪ꪺꓵ뭌ꛗ Ꞩ뗛닓뵯과ꣽꪺ쉃뎽싦 5 7
궻늢ꓑ땍ꪺꗍ쉁붭뗦 쇙ꚳꩫ냪ꗾ돁뭐ꗕꑧꕱꪺ띦끴 ꝁ쇙Ꙣ떥꒰믲ꅈꅉ ꗷ뙱돌Ꙩꅇ꒻ꓹ쓑ꕝ 볶뙱돌ꝃꅇꕵꚳ320ꑪꕤ 샧빩돌싗둉ꅇ쉃뎽ꕛꓵ뭌ꪺ쉁과듾ꣽ Tasty & Healthyꑔꧺꩶ~ ꅝ4ꅞ?띐꧊뙄ꡄꉷꝃ꽁ꑊ늣ꭾ 얥ꢣ뚧ꗺ뭐껰ꪺ맯룜 걋ꓑꪺ늽꣥ꖿ굮깩뙽 ꭲꑕꑀꑦ 뚧ꗺꑔꧺꩶ ꝁ둎쁼꣬ꑆ걋ꓑꪺ껰꺧 Ꙣ걋ꓑ땤뿴ꪺ뚧ꗺꑔꧺꩶ ꕒ몡낷녤ꅂ띳쉁뭐겡ꑏꅉ ꝁ뭄륌뚧ꗺꪺ띳쉁껰꺧뛜ꅈ 둎릳ꫬ걋ꪺꗐ뎥뙭뚡료ꅁ 뚧ꗺ앸몡ꑪꙡ껉ꛛ땍뒲땯ꪺ궻ꣽꅁ ꭲꑀꑦ뚧ꗺꑔꧺꩶꝡꅉ 궼뗛걋ꗺꪺ꿍뭈ꅁ곛ꭈꑪꛛ땍ꪺ과ꣽ녎ꚨ결ꚹꗍ돌과ꙮꪺꙞ뻐ꅉ 2. 둃꒶꽓꧊ꪺ뻞셡 ꖻ곣ꡳ녎곛Ꙑꪺꓥ껗뿯뻜Ꙣꖭ궱둃꒶뭐뫴룴ꑗꝥ뉻ꅁꛛ땍ꝥ뉻ꕘꪺꚡꗧꑪ늧꣤뷬ꅃꙢꖭ궱ꑗ슲돦녎뱳ꝩꓥ껗ꪺꓥ꙲뎡꓀뭐맏ꓹ곛꒬곯뒡ꙷ롭ꅁ뭐뫴믚뫴룴ꪺꕄ굮깴늧결꿊ꕆꑈ뻷꒬냊꧊뭐냊땥ꅃ 곛ꙡꅁ뫴믚뫴룴뱳ꝩꭨ곒ꝴꚳꑈ뻷꒬냊꧊ꅁꙝꚹꖻ곣ꡳ녎ꙕꭨ뱳 58
ꝩꓥ껗럓ꭥꯡ뚶Ꟈꅁ녎뎡꓀ꓥ꙲뭐맏ꓹ롭꧳뱳ꝩ뫴궶ꪺ닄ꑇ뱨ꅁꣃꙢ닄ꑀ뱨덝롭뙗쏬떲꣑꣼듺쉉뿯ꅃꗑ꧳ꛒ뙱뫴룴뱳ꝩꕩ꿠ꙝ냊땥ꪺꚳ때맯꧳뱳ꝩ멁ꯗꗧꚳ꒣Ꙑꪺ뱶암ꅁꙝꚹ뫴룴뱳ꝩꕴ뭳Ꝁꑆꑀ닕꿊ꕆ냊땥ꪺꪩꖻꅁ뭐ꚳ냊땥ꪺꪩꖻ곛꒬맯럓ꅃ냲ꖻꑗꙐꑀ늣ꭾꭾ땐ꑕꪺ뱳ꝩꅁ꒣뷗둃꒶꽓꧊결꛳뫘ꅁ꒺깥뭐셠룪끔뙱ꑗ뎣걏ꑪ교곛Ꙑ뭐곛떥ꪺꅃ 셠꒧ꅁ뫴룴뱳ꝩꙀꚳ꣢닕ꅝꝙ뫴룴냊멁둃엩ꅂ뫴룴쁒멁둃엩꣢닕ꅁ냑럓ꖻ뎹닄ꑇ론ꅞꅁꦼꚹ뚡ꪺ깴늧뛈Ꙣ꧳냊땥ꪺꚳ때ꅑꛓ꣢닕뫴룴뱳ꝩ뭐ꑀ닕ꖭ궱뱳ꝩ돌ꑪꪺ깴늧Ꙣ꧳ꑈ뻷꒬냊꧊ꪺꚳ때ꅃ 3. 뱳ꝩ덝군삳ꗎ덎 ꖻ곣ꡳꖭ궱맪엧뱳ꝩꅝPrint adꅞ뇄ꗎꪺ걏쎸맏덮엩ꪩꖻ쎸뭳ꅑ뫴룴뱳ꝩ뎡꓀ꭨ뇄ꗎꑆFlashꅂꅂ뭐Frontpage98떥덮엩뭳Ꝁꞹꚨꅃ맪엧뇄ꗎ꒧뱳ꝩ뷐ꢣ뿽ꑇꅃ 4. 맪엧뙩ꛦ꧒Ꝁꪺꛒ뙱 뫴룴맪엧뱳ꝩ색껗롭꧳뛇벽뫞뉺곣ꡳ꧒ꩁ뺹꒺ꅁꣃꕩ덳ꑗ뫴ꪽ놵쉳쓽ꅁꖻ곣ꡳ맪엧결압꣼듺꣏ꗎ꒣Ꙑꪺꑗ뫴ꓨꚡꅁꕩ꿠뻉교뫴룴뱳ꝩ왛곝덴ꯗ꒣ꑀ교ꅁ걇덗ꥷ꣼듺ꖲ뚷곒꣏ꗎ껕뛩녍뵵뫴룴ꗸ띾녍뵵뫴룴ꅝT1ꕈꑗꅞꑗ뫴ꅃꚹꕾꅁꖻ곣ꡳ맪엧덗ꥷ꣼듺ꑀ뉶뇄ꗎInternet 쉳쓽뺹ꑗ뫴왛곝맪엧뱳ꝩꅁ륱뢣끴돆믝녭ꛢ륱뢣엣ꗜ뺹14Ꙕꕈꑗꅁ뗸떡95ꕈꑗꪺꝀ띾샴맒ꅃ ꑔꅂ?ꧢ볋 ꖻ맪엧뇄꣺ꪺ걏맪엧덝군꒤ꪺꞹꗾ쁈뻷꓆덝군ꅁ꧒뿗ꅵꞹꗾ쁈뻷꓆덝군ꅶꅝcomplete randomized designꅞ걏꣏ꗎ꙰뛃볆ꫭꪺꓨꩫꅁ녎꣼룕쁈뻷꓀겣ꅁꕈ놵꣼맪엧ꙕ닕삳놵꣼ꪺ맪엧덂뉺ꅃꙝꚹꅁ귬ꭨꑗ결놵꣼맪엧덂뉺꒧ꭥꅁꙕ닕Ꙣꙕꓨ궱ꕩ뮡ꞹꗾ곛떥ꪺꑀ뫘맪엧덝군ꅃ ꖻ곣ꡳ쇜뷐ꟓ쑀냑뭐맪엧Ꙁꚳ128ꛬꅁꙞꚬꑆ128ꗷ냝ꣷꅁ볋ꖻ꣓랽ꕝ걁5 9
꒤ꑳꑪ뻇ꑪ뻇뎡ꅂ곣ꡳ꧒ꅂꙢ슾뙩귗뻇꓀꽚뻇ꗍꅁꚨꕜꑪ뻇ꑪ뻇뎡뭐Ꙣ슾ꑈ귻ꅁꕴꕾꕝ걁뎡꓀ꫀ라ꑈꑨ떥ꅁ귧낣쑙궫멼뛱떥때껄냝ꣷꙀ5ꗷꅁ녯ꕘꚳ껄냝ꣷꙀ123ꗷꅁꚳ껄냝ꣷꓱ꣒Ꙟꚬ냝ꣷꪺ%ꅃ ꫭ3- 8 ꑑꑇꭨ뱳ꝩ떦늤닕Ꙙ꒧볋ꖻꑈ볆 ꣓랽ꅇꖻ곣ꡳ ꖭ궱둃꒶ 뫴룴냊멁둃엩 뫴룴쁒멁둃엩 낪꽁ꑊ ꝃ꽁ꑊ 낪꽁ꑊ ꝃ꽁ꑊ 낪꽁ꑊ ꝃ꽁ꑊ 뉺꧊뙄ꡄ 35 36 46 45 42 43 띐꧊뙄ꡄ 31 38 52 48 40 36 Ꙣꚳ껄볋ꖻ꒧꒤ꅁꖻ곣ꡳꗧ럓귓ꑈ꽓뷨엜뚵꒩ꕈ꓀닕ꅁꕈ룪뙩ꑀꡂꝀ결맯뱳ꝩ껄ꩇ걏ꝟ덹ꚨꑺ쉚껄ꩇꪺ냑ꛒꅃꚳ껄볋ꖻ꽓뱸뻣뉺꙰ꑕꅇ ꫭ3- 9 볋ꖻꪺ귓ꑈ꽓뷨엜뚵닎군떲ꩇ ꣓랽ꅇꖻ곣ꡳ 귓ꑈ꽓뷨엜뚵 볋ꖻ귓볆 ꛊ꓀ꓱ ꧊ꝏ ꡫ꧊ 86 ꑫ꧊ 37 셠ꥍ 123 뇐땻ꯗ ꑪ녍 109 곣ꡳ꧒ 14 셠ꥍ 123 ꡃꓫꕩꓤ끴꧒녯 5000꒸ꕈꑕ 13 5001-10000꒸ 27 10001-15000꒸ 19 15001-20000꒸ 12 20000꒸ꕈꑗ 52 셠ꥍ 123 ꙾쓖 15-20랳 1 21-25랳 14 26-30랳 30 31-35랳 30 36-40랳 16 60
41-45랳 18 46-50랳 11 51랳ꕈꑗ 3 셠ꥍ 123 ꗾ뉹룪끔뫴꿠ꑏꛛꥷ ꝃꛛꭈ꿠ꑏ 31 ꒤ꯗꛛꭈ꿠ꑏ 64 52 낪ꯗꛛꭈ꿠ꑏ 28 셠ꥍ 123 뭻ꪾ궷껦 뭻ꪾ궷껦꒣ꧺ 11 띐꧊ 37 뉺꧊ 75 셠ꥍ 123 6 1
닄ꑃ론?맪엧ꡂ왊 ꖻ곣ꡳ맪엧ꓩ듁굱꧳4ꓫ25ꓩꛜ5ꓫ3ꓩ뚡ꅁ결듁Ꙁꑋꓑꅃ냝ꣷꙀ럇돆130ꗷꅁ맪믚냑뭐맪엧ꑈ볆결128ꛬꅁ냑뭐맪엧ꪺ꣼듺ꣃ교쏘ꢮ남뙏띳ꕸ맴100꒸ꅃ 결뱗뙩볋ꖻ뭠뚰ꪺ껄뉶ꅁꖻ맪엧셼뿬ꑆꑔꚸ뚰엩ꑗ뻷뻞Ꝁꪺ맪엧ꯇ맪엧ꅁꡃꚸ볋ꖻꑈ볆곹결30ꛬꕈꑗꅁꑈ볆룻Ꙩꅁ걇ꕴꕾ쇜뷐뛇벽뫞뉺곣ꡳ꧒곣ꡳꗍꑔꛬꅁ롧륌ꭥ뮡ꧺ뭐끖뵭ꅁ결ꚹꑔꚸꑈ볆룻Ꙩꪺ맪엧뻡ꗴꝕ뉺ꪺꑵꝀꅁꕈꭏ믙맪엧걹땻ꪺ뚶ꝑ뭐때ꑺ쉚ꅃ Ꙣ뙩ꛦ맪엧ꪺ륌땻꒤ꅁꗽ쇜뷐꣼듺뛱떪냝ꣷꪺꭥꑔ뎡ꗷꅁꕝ걁닄ꑀ뎡ꗷꪺꗾ뉹룪끔뫴꿠ꑏꛛꥷꅁ닄ꑇ뎡ꗷ결귓ꑈ꽓뷨엜뚵꒧꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗ뭐ꡃꓫꕩꓤ끴꧒녯ꅁ닄ꑔ뎡꓀ꪺ뭻ꪾ궷껦ꅃ ꣼듺뙩ꑊ닄ꕼ뎡꓀뛱떪꒧ꭥꅁꖲ뚷ꗽ왛곝륌맪엧뱳ꝩꅁꡃ곝ꞹꑀꭨꑾ꿠뛱떪ꑀ뎡ꗷꪺ썄ꗘꅁꡃꑈꙀ왛곝ꕼꭨ맪엧뱳ꝩꝙꕩꅃꗑ꧳ꗾ뎡Ꙁꚳꑑꑇꭨ맪엧뱳ꝩꅁꖻ맪엧륷ꗽ녎ꡃꗷ냝ꣷ롧뛃볆ꫭ쁈뻷꓀끴ꅁ륷ꗽꙢꡃꑀꗷ냝ꣷꑗꪺꑑꑇ닕맪엧뱳ꝩꕎ뵘꒤냩뿯ꑆꕼꭨ3ꅝ냑럓ꫭ3-4ꅞꅁꕼꭨ뱳ꝩ곒결꒣Ꙑ늣ꭾꭾ땐ꪺ맪엧뱳ꝩꅝ놱꣮ꑆ늣ꭾ꽁ꑊꯗꅞꅁ뛈ꚳꪺ깴늧Ꙣ꧳둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꑗꪺ꒣ꙐꅁꕈꝀ결룓꣼듺뛱륆냝ꣷ껉꧒믝왛곝ꪺ맪엧뱳ꝩꅃ ꣼듺Ꙣ왛뷠뱳ꝩꣃ뛱떪냝ꣷꪺꙐ껉ꅁ맪엧뭐ꝕ뉺녎쑙녋놱꣮맪엧놡맒ꅁ쇗ꝋ땯ꗍ꣼듺ꦼꚹꗦ뷍뛃뛱떥뉻뙈ꅁꛓꡃꛬ꣼듺ꖭꞡ왛곝ꑀꭨ맪엧뱳ꝩꪺ껉뚡곹놱꣮결30곭ꛜꑀ꓀쓁꒧뚡ꅃ 3 ꡃꑀꛬ꣼듺꧒왛곝ꪺꕼꭨ맪엧뱳ꝩꖲꥷꕝ걁ꕼ뫘늣ꭾꪺ뱳ꝩꅁꚹ맪엧놱꣮ꑄꛒ뙱Ꙑꑀꛬ꣼듺ꕩ꿠곝ꑆꙐꑀꭾ땐꒣Ꙑ둃꒶꽓꧊ꪺ뱳ꝩ껉라땯ꗍ끏뻐ꑺ쉚껄ꩇꅃ 62
닄ꑋ론?꓀꩒ꓨꩫ ꖻ곣ꡳ뇄ꗎt샋ꥷꅂ엜늧볆꓀꩒ꅝANOVAꅞꅂꙨ엜뙱엜늧볆꓀꩒ꅝMANOVAꅞ떥닎군ꓨꩫꝀ샋ꥷꅁꕈ샋듺꒣Ꙑꪺꛛ엜뚵닕Ꙙ걏ꝟꗦ꒬Ꝁꗎꛓ맯꧳ꙝ엜뚵ꅝ뱳ꝩ껄ꩇꅞꚳ엣뗛뱶암ꅁꛓꝙ꣏ꚳꅁꑓ걏꛳뫘떦늤ꫭ뉻돌ꙮꅃꚹꕾꅁ귓ꑈ꽓뷨엜뚵걏ꝟ녎맯뱳ꝩ껄ꩇꚨꑺ쉚ꅁꑝ걏ꖻ곣ꡳ꧒뇽왛맮ꪺꅃ 슲ꢥ꒧ꅁꖻ곣ꡳ럓곣ꡳ걛멣녎꓀ꚨ둘귓뎡꓀ꅁ꓀ꝏ걏ꅇ 닄ꑀ뎡ꗷꅇ샋엧뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ꣢귓ꙝ엜뚵꒧뚡ꪺ쏶ꭙꅃ 닄ꑇ뎡ꗷꅇ뱳ꝩ뙄ꡄꅂ둃꒶꽓꧊ꅂ늣ꭾ꽁ꑊꯗꑔꛛ엜뚵꒧뚡맯꧳뱳ꝩ멁ꯗꚳ때엣뗛뱶암뭐ꗦ꒬Ꝁꗎꅑ귓ꑈ꽓뷨엜뚵걏ꝟ맯뱳ꝩ멁ꯗ멣ꚨꑺ쉚껄ꩇꅃ 닄ꑔ뎡ꗷꅇ뱳ꝩ뙄ꡄꅂ둃꒶꽓꧊ꅂ늣ꭾ꽁ꑊꯗꑔꛛ엜뚵꒧뚡맯꧳ꭾ땐멁ꯗꚳ때엣뗛뱶암뭐ꗦ꒬Ꝁꗎꅑ귓ꑈ꽓뷨엜뚵걏ꝟ맯ꭾ땐멁ꯗ멣ꚨꑺ쉚껄ꩇꅃ ꖻ곣ꡳ뇄ꗎꝀ결꓀꩒ꑵ꣣ꅁ뇄ꗎꪺ닎군ꓨꩫ뻣뉺꙰ꫭ3-10ꅇ ꫭ3- 10 ꖻ곣ꡳ뇄ꗎ꒧닎군ꓨꩫꑀ쓽ꫭ ꣓랽ꅇꖻ곣ꡳ ꓀꩒뚵ꗘ 닎군ꓨꩫ 1.뱳ꝩ뙄ꡄꪺ뻞Ꝁ샋ꥷꕤꓨ샋ꥷ ꅝmanipulation checkꅞ 2.샋엧뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꪺ쏶ꭙ 곛쏶꓀꩒ꅝPearson correlationꅞ 3.ꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺ뱶암 엜늧볆꓀꩒ꅝANOVAꅞꅂꙨ엜뙱엜늧볆꓀꩒ꅝMANOVAꅞꅂt샋ꥷ 4.ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺ뱶암 엜늧볆꓀꩒ꅝANOVAꅞꅂꙨ엜뙱엜늧볆꓀꩒ꅝMANOVAꅞꅂt샋ꥷ 5.귓ꑈ꽓뷨엜뚵맯꧳뱳ꝩ뭐ꭾ땐멁엜늧볆꓀꩒ꅝANOVAꅞꅂꙨ엜뙱엜늧볆꓀ꯗ걏ꝟꚨꑺ쉚껄ꩇ ꩒ꅝMANOVAꅞꅂt샋ꥷ 6 3
닄ꕼ뎹?룪껆꓀꩒ 닄ꑀ론?꓀꩒꒺깥 Ꙣꖻ곣ꡳ꒤ꅁ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ결ꕄ굮듺뙱꣼듺ꪺ꣢뚵볐ꅁꝙ결ꖻ곣ꡳꪺꙝ엜뚵ꅃꙢ룪껆꓀꩒ꪺ뎡꓀ꝙ껚뻚ꙝ엜뚵꓀ꚨꑔ귓뎡꓀ꅁ닄ꑀ뎡꓀쏶ꓟ꣢귓ꙝ엜뚵꒧뚡ꪺ쏶ꭙꅁꝙ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꪺ쏶ꭙꅑ닄ꑇ뎡꓀쏶ꓟꑔ귓ꛛ엜뚵뭐귓ꑈ꽓뷨엜뚵맯꧳뱳ꝩ멁ꯗꪺ뱶암ꅑ돌ꯡꑀ뎡꓀ꭨ쏶ꓟꑔ귓ꛛ엜뚵뭐귓ꑈ꽓뷨엜뚵맯꧳ꭾ땐멁ꯗꪺ뱶암ꅃꑔ뎡꓀뻣뉺꙰ꑕꅇ 닄ꑀ뎡꓀ꅇ샋엧뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ꒧뚡ꪺ쏶ꭙꅃ 닄ꑇ뎡꓀ꅇ뱳ꝩ뙄ꡄꅂ둃꒶꽓꧊ꅂ늣ꭾ꽁ꑊꯗ맯꧳뱳ꝩ멁ꯗꚳ때엣뗛뱶암뭐ꗦ꒬Ꝁꗎꅑ귓ꑈ꽓뷨엜뚵걏ꝟ멣ꚨꑺ쉚껄ꩇꅃ 닄ꑔ뎡꓀ꅇ뱳ꝩ뙄ꡄꅂ둃꒶꽓꧊ꅂ늣ꭾ꽁ꑊꯗ맯꧳ꭾ땐멁ꯗꚳ때엣뗛뱶암뭐ꗦ꒬Ꝁꗎꅑ귓ꑈ꽓뷨엜뚵걏ꝟ멣ꚨꑺ쉚껄ꩇꅃ 낣ꑆꚹꑔ뎡꓀ꕾꅁꖻ곣ꡳꥼ믝샋ꥷ꣼듺ꪺ뱳ꝩ뙄ꡄ뭻ꪾ걏ꝟ뭐맪엧뱳ꝩ곛닅ꅁꚹ뎡ꗷꗧ꧳꓀꩒꒤ꑀ꣖꒩ꕈ샋ꥷꅃꚹꕾꅁBabbieꅝ1998ꅞꕘꅁꙢ곣ꡳ돸ꝩ꒤녠ꗎꪺꑔ귓엣뗛ꓴ럇결ꅇꅁꅁꅃꙝꚹꅁꖻ곣ꡳ꒤ꪺ엣뗛ꓴ럇녎뇄ꗎBabbie뒣ꕘꪺꑔ뱨ꚸꅁ엣뗛ꓴ럇뭐볐끏뢹꓀ꝏ걏ꅇ*** ꫭꗜPꇕꅁ** ꫭꗜ ≤ Pꇕꅁ* ꫭꗜ ≤ Pꇕꅃ 닄ꑇ론?꓀꩒떲ꩇ ꑀꅂ?뱳ꝩ뙄ꡄꪺ뻞Ꝁ샋ꥷ 뱳ꝩ뙄ꡄꪺ뻞Ꝁ샋ꥷ냝ꣷ덝군ꪺꓨꚡꑄ끷맯ꡃꑀꭨ뱳ꝩ덝군ꕘ꣢썄ꅁ닄ꑀ썄룟냝뉺꧊뙄ꡄꙐ띎땻ꯗꅁ닄ꑇ썄ꭨ룟냝띐꧊뙄ꡄꙐ띎땻ꯗꅁ뻞Ꝁꓨꚡ결꣢썄녯꓀곛듮ꅁ녯꓀결ꖿꅁꫭꗜ룓꣼듺룻Ꙑ띎룓ꭨ뱳ꝩ결뉺꧊뙄ꡄꅁ꒧ꅁꭨ결띐꧊뙄ꡄꅃꖻ뎡꓀ꪺ샋엧ꓨꚡ결군뫢꧒ꚳ꣼듺ꪺ녯꓀ꅁꣃ꯶럓녯꓀궫띳뵳뵘결ꙗꗘ 64
ꓘꯗꅁꙀꚳꑔ닕ꅁ꓀ꝏ결뉺꧊ꅂ띐꧊ꅂ뭻ꪾ꒣ꧺꅝꝙ때ꩫꝐ쉟ꅞꑔ닕ꅃꖻ곣ꡳꓱ룻꣼듺꧒뭻ꪾ꣬ꪺ뱳ꝩ뙄ꡄ걏ꝟꝙ결맪엧꧒놱꣮ꪺ뙄ꡄꅁꚹ뎡ꗷ녎꣏ꗎꕤꓨ샋ꥷ뙩ꛦꗦꑥ꓀꩒ꅃ ꫭ4- 1 뙄ꡄ샋ꥷ꒧ꗦꑥ꓀꩒ꚸ볆ꫭ 뱳ꝩ뙄ꡄ * 뱳ꝩ뙄ꡄ꓀닕 Crosstabulation뱳ꝩ뙄ꡄ꓀닕때ꩫꝐ쉟띐꧊뙄ꡄ뉺꧊뙄ꡄTotal뱳ꝩ뉺꧊뙄ꡄCount뙄ꡄ7723147247Expected 띐꧊뙄ꡄCount8214320245Expected ꫭ4- 2 ꕤꓨ샋ꥷ떲ꩇ ꕤꓨ귈ꛛꗑꯗP귈Pearson ***N of Valid Cases492a. 0 cells (.0%) have expected count less than 5. Theminimum expected count is . 녱ꕤꓨ샋ꥷ떲ꩇ꒤ꕩ땯뉻ꅁP귈결ꇕꅁ걇떲ꩇ결엣뗛ꪺꅁꝙ꣼듺맯꧳꣢뫘뱳ꝩ뙄ꡄꪺ뭻ꪾꚳ엣뗛ꪺ깴늧ꅁ녱ꫭ4-1꒤ꕩ땯뉻ꅁ곹ꚳꛊ꓀꒧ꅝ147/247ꅞꪺ꣼듺뭻Ꙑ뉺꧊뙄ꡄꪺ뻞Ꝁ걏ꖿ뵔ꪺꅑꛓꚳꛊ꓀꒧ꅝ143/245ꅞꪺ꣼듺ꭨ뭻Ꙑ띐꧊뙄ꡄꪺ뻞Ꝁ걏ꖿ뵔ꪺꅃ ꑇꅂ?뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꪺ쏶ꭙ ꫭ4- 3?뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꪺPearson Correlationꓱ룻ꫭ 6 5
Correlations뱳ꝩ멁ꯗꭾ땐멁ꯗꖭꞡ귈ꖭꞡ귈뱳ꝩ멁ꯗꖭꞡ귈Pearson **Sig. (2-tailed)..000N492492ꭾ땐멁ꯗꖭꞡ귈Pearson **. (2-tailed).**. Correlation is significant at the level (2-tailed). 녱ꫭ4-3꒤ꕩ땯뉻ꅁ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꚳ엣뗛ꖿ곛쏶ꅁ곛쏶ꭙ볆귈륆ꅁ땯뉻뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꦼꚹ꒧뚡ꪺ낪ꯗ곛쏶쏶ꭙꅁ뒫ꢥ꒧ꅁ꣢귓ꙝ엜뚵ꕩ꿠녎Ꙑ맯ꛛ엜뚵ꚳ쏾ꪺꫭ뉻ꅁꕩ륷듺ꕘꛛ엜뚵맯꧳뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ녎ꚳꑀ교꧊ꪺ뱶암ꅃꖻ곣ꡳ꒴녎꓀ꝏ꓀꩒ꛛ엜뚵맯꧳꣢귓ꙝ엜뚵ꪺ뱶암ꅁꕈ엧쏒꣢ꙝ엜뚵걏ꝟ꽵ꚳ곛ꪺ떲ꩇꅃ ꑔꅂ?뱳ꝩ멁ꯗ뎡꓀ ꚹ뎡ꗷꕄ굮걏놴끑ꕄ굮ꛛ엜뚵뭐ꑺ쉚엜뚵맯꧳뱳ꝩ멁ꯗꪺ뱶암ꅃ궺ꗽ끷맯ꗾ뎡ꪺꫬꡂ룪껆뙩ꛦ군뫢뭐뻣뉺ꅁꣃ껚뻚곣ꡳ낲뮡Ꟈ뙩ꛦ닎군꓀꩒ꅃ ꫭ4- 4 ꑔ귓ꕄ굮ꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒ Dependent Variable: 뱳ꝩ멁ꯗꖭꞡ귈SourceꖭꓨꥍꛛꗑꯗꞡꓨF귈P귈Corrected 뱳ꝩ뙄ꡄ.둃꒶꽓꧊**늣ꭾ꽁ꑊ뱳ꝩ뙄ꡄ * 둃꒶꽓꧊*뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ둃꒶꽓꧊ * 늣ꭾ꽁ꑊ뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * P<ꅑ** P< 녱ꫭ4-4꒤궺ꗽꕩ땯뉻ꅁꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺ뱶암걏엣뗛ꪺꅁ귗ꖿꯡ볒ꮬ 66
꒧P귈륆ꇕꅁꝙꙢꖻ곣ꡳ걛멣꒤ꅁꑔ귓ꛛ엜뚵뱶암뱳ꝩ멁ꯗꪺ쏶ꭙ걏ꕩꕈ뵔ꗟꪺꅃ 1.ꛛ엜뚵ꪺꕄ껄ꩇ ꚳ쏶ꛛ엜뚵ꪺ곣ꡳ낲뮡Ꙁꚳꑔ뚵ꅁ꓀ꙃ꙰ꑕꅇ H01-1ꅇ꒣Ꙑꪺ둃꒶꽓꧊맯꧳뱳ꝩ멁ꯗꡓꚳ엣뗛뱶암ꅃ H01-2ꅇ꒣Ꙑꪺ뱳ꝩ뙄ꡄ맯꧳뱳ꝩ멁ꯗꡓꚳ엣뗛뱶암ꅃ H01-3ꅇ꒣Ꙑꪺ늣ꭾ꽁ꑊ맯꧳뱳ꝩ멁ꯗꡓꚳ엣뗛뱶암ꅃ 뇄ꗎꑆꙨ엜뙱엜늧볆꓀꩒ꅝMANOVAꅞꯡ땯뉻ꅁ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊ맯꧳뱳ꝩ멁ꯗ걏ꡓꚳ엣뗛뱶암ꪺꅁP귈꓀ꝏ결뭐ꅁ곒ꑪ꧳ꅃ둃꒶꽓꧊맯꧳뱳ꝩ멁ꯗꭨꚳ엣뗛꧊ꪺ뱶암ꅁF귈결ꅁP귈=ꇕꅃꙝꚹꫭ4-4ꪺ떲ꩇꢬꕈ뇀슽H01-1ꪺ뗪때낲덝ꅁ때ꩫ뇀슽H01-2ꅂH01-3ꪺ뗪때낲덝ꅃꅝ떲ꩇꢣꫭ4-4ꅞ 2.ꛛ엜뚵뚡ꪺꗦ꒬Ꝁꗎ Ꙣꫭ4-4꒤ꥼ땯뉻ꅁꑔ귓ꛛ엜뚵ꗦ꒬ꝀꗎꪺF귈결ꅁP귈륆ꇖꅁꝙ둃꒶꽓꧊ꅂ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗ맯꧳뱳ꝩ멁ꯗ걏ꡓꚳꗦ꒬Ꝁꗎꪺꅃ ꛓ꣢꣢ꛛ엜뚵뚡뛈ꚳ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꗦ꒬Ꝁꗎ맯꧳뱳ꝩ멁ꯗꪺ뱶암륆엣뗛ꓴ럇ꅁP귈결ꇕꅁꕂF귈결ꅁꗑ꧳둃꒶꽓꧊ꪺꕄ껄ꩇ샋ꥷ땯뉻F귈결ꅁ걇뇀뷗둃꒶꽓꧊맯꧳뱳ꝩ멁ꯗꪺꕄ껄ꩇꚳꑀꑪ뎡꓀꣓ꛛ꧳뭐뱳ꝩ뙄ꡄꪺꗦ꒬Ꝁꗎ꧒뻉교ꅁꙝꚹ녎뙩ꑀꡂ끑뷗둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ꒧뚡ꪺꗦ꒬Ꝁꗎꅁ맯꧳뱳ꝩ멁ꯗꪺ뱶암ꅃ ꖻ곣ꡳ뇄ꗎꑆt샋ꥷ꓀꩒ꅁ닎군꓀꩒떲ꩇ룔ꢣ맏4-1뭐ꫭ4-5ꅃ ꫭ4- 5 ꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ닕Ꙙ맯꧳뱳ꝩ멁ꯗꪺt샋ꥷ떲ꩇ 둃꒶꽓꧊ 뱳ꝩ뙄ꡄ 뱳ꝩ멁ꯗꖭꞡ귈 볋ꖻ볆 뫴룴냊멁둃엩뉺꧊뙄ꡄ 91 띐꧊뙄ꡄ b c 100 뫴룴쁒멁둃엩뉺꧊뙄ꡄ 85 띐꧊뙄ꡄ 76 6 7
ꖭ궱둃엩뉺꧊뙄ꡄ 71 띐꧊뙄ꡄ 69 aꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡깴늧륆엣뗛ꓴ럇ꅁt귈결ꅁP귈결ꇕꅃ bꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡깴늧륆엣뗛ꓴ럇ꅁt귈결ꅁP귈결ꇕꅃ cꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡깴늧륆엣뗛ꓴ럇ꅁt귈결ꅁP귈결ꇕꅃ ꅝ, n=100ꅞ 뱳 ꝩ 멁 ꯗ ꖭ ꞡꅝ, n=91ꅞꅝ, n=71ꅞꅝ귈, n=85ꅞ 뱳ꝩ뙄ꡄ ꅝ, n=69ꅞ 뉺꧊뙄ꡄ ꅝ, n=76ꅞ띐꧊뙄ꡄ 뫴룴냊멁둃엩뫴룴쁒멁둃엩ꖭ궱둃엩 둃꒶꽓꧊ 맏4- 1 ꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ맯꧳뱳ꝩ멁ꯗꪺꖭꞡ귈ꓱ룻 ꖻ곣ꡳ땯뉻럭둃꒶꽓꧊결뫴룴냊멁둃엩껉ꅁ꒣Ꙑ뱳ꝩ뙄ꡄ꒧뚡뙩ꛦone-way ANOVA샋엧땯뉻ꅁF귈결ꅁP귈결ꅁ륆엣뗛ꓴ럇ꅁ뮡ꧺꑆ꒣Ꙑ뱳ꝩ뙄ꡄ꒧뚡ꚳ엣뗛깴늧ꅃꕂ뙩ꑀꡂ뙩ꛦt샋ꥷꯡ땯뉻ꅁ띐꧊뙄ꡄ뭐뉺꧊뙄ꡄꚳ엣뗛깴늧ꅁꕂ띐꧊뙄ꡄꅝ뱳ꝩ멁ꯗꖭꞡ귈결ꅞ쁵꧳뉺꧊뙄ꡄꅝ뱳ꝩ멁ꯗꖭꞡ귈결ꅞꅁt귈결ꅁP귈결ꇕꅁ륆엣뗛ꓴ럇ꅃ뒫ꢥ꒧ꅁ럭둃꒶꽓꧊결꣣돆냊땥껄ꩇ뭐ꑈ뻷꒬냊꧊껉ꅁ꣏ꗎ띐꧊뙄ꡄ라ꓱ뉺꧊뙄ꡄ꣓ꪺꙘ빁ꅃ ꕴꑀꓨ궱ꅁꖻ곣ꡳꗧ땯뉻Ꙑ볋ꕵꚳ럭띐꧊뙄ꡄ껉ꅁ꒣Ꙑ둃꒶꽓꧊꒧뚡ꦼꚹꑾꚳ엣뗛깴늧ꪺ뉻뙈ꅝone-way ANOVA샋엧땯뉻F귈결ꅁP귈ꇕꅞꅁ꣤꒤ꑓꕈ뫴룴냊멁둃엩ꪺꫭ뉻돌ꙮꅁꧺ엣쁵꧳뫴룴쁒멁둃엩뭐ꖭ궱둃엩ꅁꛜ꧳뫴룴쁒멁둃엩뭐ꖭ궱둃엩꒧뚡ꭨ때엣뗛깴늧ꅃ슲ꢥ꒧ꅁ때뷗늣ꭾ꽁ꑊꯗ결꛳ꅁ띐꧊뙄ꡄ뭐뫴룴냊멁둃엩ꪺ뱳ꝩ떦늤띦끴녎ꚳꝕ꧳껸뙏ꚨ룻꣎ꪺ뱳ꝩ멁ꯗꅃ 3.ꑺ쉚엜뚵ꪺ껄ꩇ샋ꥷ 68
ꅝ1ꅞ꧊ꝏ ꫭ4- 6 ꧊ꝏ뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 23 .020 Intercept 1 .000 ꧊ꝏ .242 1 .242 .129 .720 뱳ꝩ뙄ꡄ -02 1 -02 .043 .835 둃꒶꽓꧊ 2 .010 늣ꭾ꽁ꑊ 1 .262 ꧊ꝏ * 뱳ꝩ뙄ꡄ -02 1 -02 .030 .863 ꧊ꝏ * 둃꒶꽓꧊ 2 .758 .469 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .055 ꧊ꝏ * 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ .848 2 .424 .226 .798 ꧊ꝏ * 늣ꭾ꽁ꑊ .993 1 .993 .530 .467 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ .864 1 .864 .461 .498 ꧊ꝏ * 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ .279 1 .279 .149 .700 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ .717 2 .359 .191 .826 ꧊ꝏ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .023* 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ .115 2 -02 .031 .970 ꧊ꝏ * 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .103 Error 468 Total 492 Corrected Total 491 * P< 녱ꫭ4-6꒤ꕩ땯뉻ꅁ꧊ꝏ뭐둃꒶꽓꧊ꅂ늣ꭾ꽁ꑊꚳꗦ꒬Ꝁꗎꅁ맯뱳ꝩ멁ꯗꚳ엣뗛ꪺ깴늧ꅃꢬꕈ뮡ꧺ꧊ꝏ맯꧳뱳ꝩ멁ꯗꚳꑺ쉚껄ꩇꅁꖻ곣ꡳ놱꣮ꑆ꧊ꝏꚹ엜뚵ꯡꅁ땯뉻Ꙣ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꯗꑕꅁꚳ꽓ꝏ엣뗛ꪺꗦ꒬Ꝁꗎꅃ ꙝꚹ녎뙩ꑀꡂ샋엧꣢귓꧊ꝏ꒧뚡ꅁ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꪺ엜늧볆꓀꩒ꅁ떲ꩇ땯뉻럭뇸ꗳ궭ꥷ결ꡫ꧊껉ꅁ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꗦ꒬ꝀꗎꪺP귈결ꇕꅁ륆엣뗛껄ꩇꅝꢣꫭ4-6ꅞꅑꛓꑫ꧊맯꧳궱맯꒣Ꙑ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꪺ뱳ꝩ떦늤닕Ꙙ껉ꅁꭨꖼꚳꗴ꛳엣뗛ꪺ뱳ꝩ멁ꯗ깴늧ꅁꗧꝙ럭꣼듺결ꑫ꧊껉ꅁ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꣃꡓꚳ맯꧳뱳ꝩ멁ꯗꚳꗴ꛳엣뗛ꪺꗦ꒬Ꝁꗎꅝꢣꫭ4-7ꅁ럭꧊ꝏ결ꑫ꧊껉ꅁP귈=ꇖꅞꅃ ꡫ꧊Ꙣ늣ꭾ낪꽁ꑊꑕꅁ뙩ꛦ둃꒶꽓꧊ꪺone-way ANOVA꓀꩒ꅁ땯뉻F귈결ꅁP귈결ꇕꅁ륆엣뗛ꓴ럇ꅁꙝꚹꙁ뙩ꑀꡂ꣏ꗎt샋ꥷ땯뉻ꅁꡫ꧊Ꙣ늣6 9
ꭾ낪꽁ꑊꑕꅁ돌낾ꙮ뫴룴냊멁둃엩ꪺ뱳ꝩꫭ뉻ꅁ뱳ꝩ멁ꯗꖭꞡ귈결ꅁꕂ꣤꒤ꑓꕈ뫴룴냊멁둃엩뭐뫴룴쁒멁둃엩ꚳ엣뗛깴늧ꅁt귈결ꅁP귈결ꇕꅃꛓꡫ꧊Ꙣ늣ꭾꝃ꽁ꑊ껉ꅁone-way ANOVA떲ꩇ땯뉻P귈결ꇖꅁ걇둃꒶꽓꧊맯꧳뱳ꝩ멁ꯗꣃꡓꚳ엣뗛깴늧ꅃ Ꙑ볋Ꙣ뫴룴쁒멁둃엩ꪺ놡ꩰꑕꅁ꒣Ꙑ늣ꭾ꽁ꑊ꒧뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP귈결ꇕꅁꕂꝃ늣ꭾ꽁ꑊꪺꫭ뉻쁵꧳낪늣ꭾ꽁ꑊꪺꫭ뉻ꅁꝙꡫ꧊맯꧳뫴룴쁒멁둃엩띦끴ꝃ꽁ꑊꯗꪺ늣ꭾ껉ꅁ라ꚳ룻꣎ꪺ뱳ꝩ멁ꯗꫭ뉻ꅃ ꫭ4- 7 Ꙣ꒣Ꙑ꧊ꝏꑕꅁ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꗦ꒬Ꝁꗎ 맯꧳뱳ꝩ멁ꯗꪺMANOVA샋ꥷ떲ꩇ띊뻣 ꧊ꝏ ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 ꡫ꧊ꇾ둃꒶꽓꧊뭐늣ꭾ꽁ꑊ 2 * ꑫ꧊ꇾ둃꒶꽓꧊뭐늣ꭾ꽁ꑊ 2 * P귈ꇕꅁꫭꗜꙢꡫ꧊뇸ꗳꑕꅁ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꚳꗦ꒬Ꝁꗎꕂ맯꧳뱳ꝩ멁ꯗꚳ엣뗛깴늧ꅃ ꫭ4- 8 ꡫ꧊Ꙣ꒣Ꙑ늣ꭾ꽁ꑊꑕꅁ꒣Ꙑ둃꒶꽓꧊꒧뚡 맯꧳뱳ꝩ멁ꯗꪺt샋ꥷ떲ꩇ 둃꒶꽓꧊ 늣ꭾ꽁ꑊ 뱳ꝩ멁ꯗꖭꞡ귈 볋ꖻ볆 뫴룴냊멁둃엩낪꽁ꑊ * a 68 ꝃ꽁ꑊ 63 ꡫ꧊낪꽁ꑊ ab 53 뫴룴쁒멁둃엩 ꝃ꽁ꑊ 56 ꖭ궱둃엩낪꽁ꑊ 51 ꝃ꽁ꑊ 53 * ꫭꗜ뫴룴냊멁둃엩ꫭ뉻돌꣎ꅁ뱳ꝩ멁ꯗ귈=ꅁ볋ꖻ볆ꚳ68ꛬꅃ aꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP귈결ꇕꅃ b ꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP귈=ꇕꅃ 70
ꅝ,n=68ꅞ 뱳 ꝩꅝ,n=56ꅞ 멁ꅝ,n=63ꅝ,n=51ꅞ ꯗ ꖭꅝ,n=53ꅞ ꞡ늣ꭾ꽁ꑊ ꅝ낪꽁ꑊ귈,n=53ꅞꝃ꽁ꑊ 뫴룴냊멁둃엩뫴룴쁒멁둃엩ꖭ궱둃엩 둃꒶꽓꧊맏4- 2 ꡫ꧊맯꧳꒣Ꙑ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꪺ뱳ꝩ멁ꯗꖭꞡ귈ꓱ룻 ꅝ2ꅞ뇐땻ꯗ ꫭ4- 9 뇐땻ꯗ뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 22 .039 Intercept 1 .000 뇐땻ꯗ -02 1 -02 .026 .871 뱳ꝩ뙄ꡄ -03 1 -03 .002 .962 둃꒶꽓꧊ 2 .091 늣ꭾ꽁ꑊ 1 .925 .337 뇐땻ꯗ * 뱳ꝩ뙄ꡄ .248 1 .248 .131 .717 뇐땻ꯗ * 둃꒶꽓꧊ .689 2 .344 .182 .833 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .052 뇐땻ꯗ * 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .024* 뇐땻ꯗ * 늣ꭾ꽁ꑊ 1 .051 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ 1 .282 뇐땻ꯗ * 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ 1 .053 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .186 뇐땻ꯗ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .321 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .245 뇐땻ꯗ * 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ .992 1 .992 .526 .469 Error 469 Total 492 Corrected Total 491 * P< 뇐땻ꯗ맯꧳뱳ꝩ멁ꯗ걏ꝟ멣ꚨꑺ쉚껄ꩇꕩ녱ꫭ4-9꒤곝ꕘꅁ뇐땻ꯗ뭐뱳7 1
ꝩ뙄ꡄꅂ둃꒶꽓꧊ꚳꗦ꒬Ꝁꗎꅁ맯꧳뱳ꝩ멁ꯗꚳ엣뗛깴늧ꅁP귈결ꇕꅃ ꗑ꧳ꖻ곣ꡳꧢ볋떲ꩇ땯뉻꣼듺ꗾ결ꑪ녍뭐곣ꡳ꧒ꪺ뇐땻ꯗꅁꙝꚹꚹ뎡ꗷꕩꕈꪽ놵꓀ꚨꑪ녍뭐곣ꡳ꧒땻ꯗ꣢멣궱꣓왛맮ꅃ뙩ꑀꡂ꓀꩒ꯡ땯뉻ꅁꑪ녍뇐땻ꯗꪺ꣼듺ꅁ맯꧳둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꚳ꽓ꥷꪺ낾ꙮꅁꙢ뇐땻ꯗ결ꑪ녍ꪺ궭꣮뇸ꗳꑕꅁ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꚳ엣뗛ꪺꗦ꒬ꝀꗎꅁP귈결ꇕꅁ륆엣뗛ꓴ럇ꅆꛓ뇐땻ꯗ결곣ꡳ꧒ꪺ뇸ꗳꑕꅁ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꭨ때ꗴ꛳엣뗛ꪺꗦ꒬Ꝁꗎ땯ꗍꅝꢣꫭ4-10ꅁP귈=ꇖꅞꅃ ꙝꚹꙁ뙩ꑀꡂ꣏ꗎt샋ꥷꓱ룻ꅁ땯뉻Ꙣꑪ녍뇐땻ꯗꑕꅁ뉺꧊뙄ꡄ뭐둃꒶꽓꧊ꪺ띦끴ꅁ맯꧳뱳ꝩ멁ꯗꣃ때ꗴ꛳엣뗛ꪺꫭ뉻ꅃꛓ띐꧊뙄ꡄ뭐둃꒶꽓꧊ꪺ띦끴ꅁ맯꧳뱳ꝩ멁ꯗꭨꚳ엣뗛ꪺ깴늧ꅁP귈결ꇕꅁ륆엣뗛ꓴ럇ꅃꙝꚹ뙩ꑀꡂꕈt샋ꥷ꓀꩒Ꙣ띐꧊뙄ꡄꑕꅁ꒣Ꙑ둃꒶꽓꧊꒧뚡ꪺ깴늧ꅁ떲ꩇ땯뉻뫴룴냊멁둃엩뭐ꕴꕾ꣢뫘둃꒶꽓꧊ꅝꝙ뫴룴쁒멁둃엩뭐ꖭ궱둃엩ꅞꚳ엣뗛ꪺ깴늧ꅁ뫴룴냊멁둃엩ꅝ꣣냊땥껄ꩇ뭐ꑈ뻷꒬냊꧊ꅞ맯꧳뱳ꝩ멁ꯗꭨ굮ꓱ꣤ꕌ꣢뫘둃꒶꽓꧊꣓ꪺꚳ뱶암ꑏꅃꅝꢣꫭ4-11ꅞ 셠ꛓꢥ꒧ꅁꖻ뎡꓀땯뉻ꑪ녍뇐땻ꯗ맯꧳띐꧊뙄ꡄ뭐뫴룴냊멁둃엩Ꝁ띦끴ꪺ떲ꩇꅁ늣ꗍ꽓ꝏꙮꪺ뱳ꝩ멁ꯗꫭ뉻ꅁꛓ덯귓떲ꩇ뭐뻣엩볋ꖻꪺꫭ뉻꒣뿑ꛓꙘꅁ뇀뷗귬ꙝꕩ꿠Ꙣ꧳ꑪ녍뇐땻ꯗꪺꓱ꣒녎꫱뻣엩볋ꖻ볆ꪺꑅꚨꅁꙝꚹꑾ늣ꗍ뭐뻣엩ꫭ뉻덯볋쏾ꪺ떲ꩇꅃ ꫭ4- 10 ꒣Ꙑ뇐땻ꯗꅁ꒣Ꙑꪺ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꗦ꒬Ꝁꗎ 맯꧳뱳ꝩ멁ꯗꪺMANOVA샋ꥷ떲ꩇ띊셠 뇐땻ꯗ ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 ꑪ녍ꇾ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ 2 * 곣ꡳ꧒ꇾ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ 2 * P귈ꇕꅁꫭꗜꙢꑪ녍뇐땻ꯗ뇸ꗳꑕꅁ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꚳꗦ꒬Ꝁꗎꕂ맯꧳뱳ꝩ멁ꯗꚳ엣뗛깴늧ꅃ ꫭ4- 11 ꑪ녍뇐땻ꯗꙢ꒣Ꙑ뱳ꝩ뙄ꡄꑕꅁ꒣Ꙑ둃꒶꽓꧊ 맯꧳뱳ꝩ멁ꯗꪺt샋ꥷ떲ꩇ 72
둃꒶꽓꧊ 뱳ꝩ뙄ꡄ 뱳ꝩ멁ꯗꖭꞡ귈 볋ꖻ볆 뫴룴냊멁둃엩뉺꧊뙄ꡄ 82 띐꧊뙄ꡄ * a bc 89 ꑪ녍 뫴룴쁒멁둃엩뉺꧊뙄ꡄ 76 띐꧊뙄ꡄ 65 ꖭ궱둃엩뉺꧊뙄ꡄ 60 띐꧊뙄ꡄ 64 *ꫭꗜ뫴룴냊멁둃엩띦끴띐꧊뙄ꡄꫭ뉻돌꣎ꅁ뱳ꝩ멁ꯗ귈=ꅁ볋ꖻ볆결89ꛬꅃ a ꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕꒧뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP귈=ꇕꅃ b ꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕꒧뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP귈=ꇕꅃ c ꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕꒧뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP귈=ꇕꅃ ꅝ,n=89ꅞ 뱳 ꝩ 멁 ꯗꖭꅝ,n=60ꅞ ꞡꅝ,n=82ꅞ ꅝ,n=76ꅞ귈ꅝ,n=64ꅞ 뱳ꝩ뙄ꡄ ꅝ,n=65ꅞ뉺꧊뙄ꡄ 띐꧊뙄ꡄ뫴룴냊멁둃엩뫴룴쁒멁둃엩ꖭ궱둃엩 둃꒶꽓꧊맏4- 3 ꑪ녍뇐땻ꯗ맯꧳꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꪺ뱳ꝩ멁ꯗꖭꞡ귈ꓱ룻 ꅝ3ꅞ꙾쓖 ꫭ4- 12 ꙾쓖뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 84 .231 Intercept 1 .000 둃꒶꽓꧊ 2 .132 늣ꭾ꽁ꑊ 1 .753 .386 ꙾쓖 7 .800 .587 뱳ꝩ뙄ꡄ .217 1 .217 .114 .736 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .629 .533 7 3
둃꒶꽓꧊ * ꙾쓖 12 .914 .481 .925 늣ꭾ꽁ꑊ *꙾쓖 7 .115 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꙾쓖 11 .688 .751 둃꒶꽓꧊ * 뱳ꝩ뙄ꡄ 2 .131 늣ꭾ꽁ꑊ * 뱳ꝩ뙄ꡄ .410 1 .410 .216 .642 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * 뱳ꝩ뙄ꡄ .577 2 .288 .152 .859 ꙾쓖 * 뱳ꝩ뙄ꡄ 7 .986 .441 둃꒶꽓꧊ *꙾쓖 * 뱳ꝩ뙄ꡄ 12 .934 .492 .920 늣ꭾ꽁ꑊ * ꙾쓖 * 뱳ꝩ뙄ꡄ 6 .036* 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꙾쓖 * 뱳ꝩ뙄ꡄ 10 .298 Error 407 Total 492 Corrected Total 491 * P< Ꙣ뙩ꛦMANOVA꓀꩒꒧ꭥꅁꖻ곣ꡳꙢ꒣Ꙑ꙾쓖볋ꖻ닕ꚨꅝꢣꫭ3-9ꅞ꒤ꅁ땯뉻5ꛜ20랳ꪺ볋ꖻꕵꚳꑀꛬꅁ51랳ꕈꑗꭨ뛈ꚳꑔꛬꅁ결쇗ꝋꕩ꿠꣏닎군떲ꩇ늣ꗍ낾깴ꅁꖻ곣ꡳ녎ꚹ꣢닕꓀ꝏ꣖ꑊ21ꛜ25랳뭐46ꛜ50랳꣢닕꒧꒤ꅁ꣏꙾쓖꓀닕녱귬꣓ꪺꑋ닕듮ꓖ결꒻닕ꅃ MANOVA떲ꩇ땯뉻ꅁꙢ놱꣮ꑆ꙾쓖엜뚵꒧ꑕꅁ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꚳ엣뗛ꪺꗦ꒬ꝀꗎꅁP귈=ꇕꅁ륆엣뗛ꓴ럇ꅁꝙ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꗦ꒬Ꝁꗎ맯꧳뱳ꝩ멁ꯗꚳ엣뗛뱶암ꅃ 뙩ꑀꡂ샋엧ꯡ땯뉻ꅁ뛈46-50랳ꪺ꣼듺ꅁ꣤뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꚳ엣뗛ꪺꗦ꒬Ꝁꗎꅁ뻉교뱳ꝩ멁ꯗꚳ엣뗛뱶암ꅝꢣꫭ4-13ꅞꅃ땍ꛓꅁꙁ뙩ꑀꡂ샋엧땯뉻ꅁ46-50랳ꪺ꣼듺Ꙣ늣ꭾꝃ꽁ꑊꯗꑕꅁ꒣Ꙑ둃꒶꽓꧊맯꧳뱳ꝩ멁ꯗꣃ때엣뗛깴늧ꅁP귈=ꇖꅃ Ꙣ늣ꭾ낪꽁ꑊꑕꅁꙐ결46-50랳ꪺ꣼듺ꅁ뉺꧊뙄ꡄ뭐띐꧊뙄ꡄ꒧뚡ꚳ엣뗛깴늧ꅁP귈=ꇕꅁꛓ꣤꒤ꑓꕈ뉺꧊뙄ꡄꅝ뱳ꝩ멁ꯗ귈결ꅞꫭ뉻녯ꓱ띐꧊뙄ꡄꅝ뱳ꝩ멁ꯗ귈결ꅞꙮꅆꚹꕾꅁꥼ땯뉻Ꙣ띐꧊뙄ꡄ꒧ꑕꅁ꒣Ꙑ늣ꭾ꽁ꑊꯗꗧꚳ엣뗛깴늧ꅁt샋ꥷ떲ꩇt귈결ꅁP귈=ꇕꅁ땯뉻ꝃ꽁ꑊꯗ늣ꭾꅝ뱳ꝩ멁ꯗ귈결ꅞꪺꫭ뉻ꓱ낪꽁ꑊꯗ늣ꭾꅝ뱳ꝩ멁ꯗ귈결ꅞ꣓녯ꙮꅁ꙰ꫭ4-14꧒ꗜꅃ 74
ꫭ4- 13 Ꙣ꒣Ꙑ꙾쓖뱨ꑕꅁ늣ꭾ꽁ꑊ뭐뱳ꝩ뙄ꡄꗦ꒬Ꝁꗎ 맯꧳뱳ꝩ멁ꯗꪺMANOVA샋ꥷ떲ꩇ띊셠 ꙾쓖 ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 21-25랳 1 26-30랳 1 31-35랳 늣ꭾ꽁ꑊ뭐뱳ꝩ뙄ꡄ 1 36-40랳 1 41-45랳 1 46-50랳 1 * * P귈ꇕꅁꫭꗜꙢ46-50랳꒧ꑕꅁ늣ꭾ꽁ꑊ뭐뱳ꝩ뙄ꡄꚳꗦ꒬Ꝁꗎꕂ맯꧳뱳ꝩ멁ꯗꚳ엣뗛깴늧ꅃ ꫭ4- 14 46-50랳Ꙣ꒣Ꙑ늣ꭾ꽁ꑊꑕꅁ꒣Ꙑ뱳ꝩ뙄ꡄ 맯꧳뱳ꝩ멁ꯗꪺt샋ꥷ떲ꩇ 늣ꭾ꽁ꑊ 뱳ꝩ뙄ꡄ 뱳ꝩ멁ꯗꖭꞡ귈 볋ꖻ볆 낪꽁ꑊ뉺꧊뙄ꡄa 14 46-50랳 띐꧊뙄ꡄ 14 ꝃ꽁ꑊ뉺꧊뙄ꡄ 14 띐꧊뙄ꡄ *b 14 * ꫭꗜꙢꝃ늣ꭾ꽁ꑊꯗ뭐띐꧊뙄ꡄꑕꅁ뱳ꝩ멁ꯗꫭ뉻돌ꙮꅁ뱳ꝩ멁ꯗ귈결ꅁ볋ꖻ볆ꚳ14ꛬꅃ aꫭꗜꙢ늣ꭾ낪꽁ꑊꯗꑕꅁ꒣Ꙑ뙄ꡄ꒧뚡맯꧳뱳ꝩ멁ꯗꚳ엣뗛깴늧ꅁt귈결ꅁP귈=ꇕꅃ bꫭꗜꙢ띐꧊뙄ꡄ꒧ꑕꅁ꒣Ꙑ늣ꭾ꽁ꑊꯗ꒧뚡맯꧳뱳ꝩ멁ꯗꚳ엣뗛깴늧ꅁt귈결ꅁP귈=ꇕꅃ 7 5
ꅝ,n=14ꅞꅝ,n=14ꅞ 뱳 ꝩ 멁ꅝ,n=14ꅞ ꯗ ꖭ ꞡ늣ꭾ꽁ꑊ 귈낪꽁ꑊꅝ,n=14ꅞ ꝃ꽁ꑊ 뉺꧊뙄ꡄ띐꧊뙄ꡄ뱳ꝩ뙄ꡄ 맏4- 4 46-50랳맯꧳꒣Ꙑ늣ꭾ꽁ꑊꯗ뭐뱳ꝩ뙄ꡄꪺ뱳ꝩ멁ꯗꖭꞡ귈ꓱ룻 ꅝ4ꅞꡃꓫꕩꓤ끴꧒녯 ꫭ4- 15 ꡃꓫꕩꓤ끴꧒녯뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 59 .459 Intercept 1 .000 ꧒녯 4 .760 .393 .813 뱳ꝩ뙄ꡄ 1 .605 .437 둃꒶꽓꧊ 2 .025 늣ꭾ꽁ꑊ 1 .101 ꧒녯 * 뱳ꝩ뙄ꡄ 4 .749 .559 ꧒녯 * 둃꒶꽓꧊ 8 .617 .763 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .229 ꧒녯 * 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 8 .837 .570 ꧒녯 * 늣ꭾ꽁ꑊ 4 .569 .685 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ .529 1 .529 .274 .601 ꧒녯 * 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ 4 .667 .615 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .079 ꧒녯 * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 8 .639 .745 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .973 .379 ꧒녯 * 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 8 .310 Error 428 Total 488 Corrected Total 487 ꗑMANOVA샋엧떲ꩇ땯뉻ꅁꡃꓫꕩꓤ끴꧒녯맯꧳뱳ꝩ멁ꯗꣃ때ꗴ꛳ꪺꑺ쉚 76
껄ꩇꅃ ꅝ5ꅞꗾ뉹룪끔뫴꿠ꑏꛛꥷ ꗑꫭ4-16꒤ꕩꕈ곝ꕘꅁꗾ뉹룪끔뫴꿠ꑏꛛꥷ맯꧳뱳ꝩ멁ꯗꣃ때엣뗛ꪺꗦ꒬Ꝁꗎꅃ ꫭ4- 16 ꗾ뉹룪끔뫴ꛛꥷ꿠ꑏ뭐ꑔꕄꛛ엜뚵맯뱳ꝩ멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 35 .011 Intercept 1 .000 뱳ꝩ뙄ꡄ .578 1 .578 .312 .577 둃꒶꽓꧊ 2 .057 늣ꭾ꽁ꑊ 1 .632 .427 ꗾ뉹룪끔뫴ꛛꭈ꿠ꑏ 2 .122 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .339 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ 1 .627 .429 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ -02 2 -02 .019 .981 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .039 뱳ꝩ뙄ꡄ *ꗾ뉹룪끔뫴ꛛꭈ꿠ꑏ 2 .101 둃꒶꽓꧊ * ꗾ뉹룪끔뫴ꛛꭈ꿠ꑏ 4 .130 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * ꗾ뉹룪끔뫴ꛛꭈ꿠ꑏ 4 .774 .418 .796 늣ꭾ꽁ꑊ *ꗾ뉹룪끔뫴ꛛꭈ꿠ꑏ 2 .303 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ * ꗾ뉹룪끔뫴ꛛꭈ꿠ꑏ.532 2 .266 .144 .866 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꗾ뉹룪끔뫴ꛛꭈ꿠ꑏ 4 .852 .493 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ*ꗾ뉹룪끔뫴ꛛꭈ꿠ꑏ 4 .104 Error 456 Total 492 Corrected Total 491 ꅝ6ꅞ뭻ꪾ궷껦 ꫭ4- 17 뭻ꪾ궷껦뭐ꑔꕄꛛ엜뚵맯꧳뱳ꝩ멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 35 .104 Intercept 1 뱳ꝩ뙄ꡄ 1 .546 .460 둃꒶꽓꧊ 2 .192 늣ꭾ꽁ꑊ .691 1 .691 .364 .546 뭻ꪾ궷껦 2 .842 .432 7 7
뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .020 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ .214 1 .214 .113 .737 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .573 .302 .739 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .651 .522 뱳ꝩ뙄ꡄ * 뭻ꪾ궷껦 2 .723 .486 둃꒶꽓꧊ *뭻ꪾ궷껦 4 .709 .586 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 뭻ꪾ궷껦 4 .094 늣ꭾ꽁ꑊ *뭻ꪾ궷껦 .696 2 .348 .184 .832 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ * 뭻ꪾ궷껦 2 .205 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * 뭻ꪾ궷껦 4 .305 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * 뭻ꪾ궷껦 4 .794 .529 Error 456 Total 492 Corrected Total 491 녱ꫭ4-17꒤ꗧꕩ땯뉻ꅁ뭻ꪾ궷껦맯꧳뱳ꝩ멁ꯗꣃ때ꗴ꛳엣뗛ꗦ꒬Ꝁꗎꅁꝙ뭻ꪾ궷껦맯꧳뱳ꝩ멁ꯗꣃ때멣ꚨꑺ쉚껄ꩇꅃꅃ 78
ꕼꅂ?ꭾ땐멁ꯗ ꚹ뎡ꗷꕄ굮걏놴끑ꑔ귓ꕄ굮ꛛ엜뚵뭐ꑺ쉚엜뚵맯꧳ꭾ땐멁ꯗꪺ뱶암ꅁ궺ꗽ끷맯ꑔ귓ꛛ엜뚵맯꧳ꭾ땐멁ꯗ뙩ꛦ엜늧볆꓀꩒ꅃ ꫭ4- 18 ꑔ귓ꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒ Dependent Variable: ꭾ땐멁ꯗꖭꞡ귈SourceꖭꓨꥍꛛꗑꯗꞡꓨF귈P귈Corrected 늣ꭾ꽁ꑊ둃꒶꽓꧊*뱳ꝩ뙄ꡄ늣ꭾ꽁ꑊ * 둃꒶꽓꧊늣ꭾ꽁ꑊ * 뱳ꝩ뙄ꡄ둃꒶꽓꧊ * 뱳ꝩ뙄ꡄ*늣ꭾ꽁ꑊ * 둃꒶꽓꧊ * 뱳ꝩ뙄ꡄ 녱ꫭ4-18꒤ꕩ땯뉻ꅁꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺ뱶암걏엣뗛ꪺꅁ 귗ꖿꯡ볒ꮬP귈륆ꇕꅁꙝꚹꖻ곣ꡳ걛멣꒤ꅁꑔ귓ꛛ엜뚵뱶암ꭾ땐멁ꯗ엜뚵ꪺ쏶ꭙ걏ꕩꕈ뵔ꗟꪺꅃ 1.ꛛ엜뚵ꪺꕄ껄ꩇ H02-1ꅇ꒣Ꙑꪺ둃꒶꽓꧊맯꧳ꭾ땐멁ꯗꡓꚳ엣뗛뱶암ꅃ H02-2ꅇ꒣Ꙑꪺ뱳ꝩ뙄ꡄ맯꧳ꭾ땐멁ꯗꡓꚳ엣뗛뱶암ꅃ H02-3ꅇ꒣Ꙑꪺ늣ꭾ꽁ꑊ맯꧳ꭾ땐멁ꯗꡓꚳ엣뗛뱶암ꅃ 녱ꫭ4-18꒤ꕩ땯뉻ꅁꑔꛛ엜뚵꒤꒧둃꒶꽓꧊ꅝP귈=ꇕꅞꅁ륆엣뗛ꓴ럇ꅁ띎ꣽ뗛둃꒶꽓꧊ꅂ늣ꭾ꽁ꑊꯗ꣢ꛛ엜뚵ꅁ맯꧳ꭾ땐멁ꯗ곒ꚳ엣뗛ꪺ뱶암ꅁ걇떴낲덝H02-1ꅁ때ꩫ떴낲덝H02-2뭐H02-2ꅁꝙ뱳ꝩ뙄ꡄꙢꭾ땐멁ꯗ뚡ꣃꖼ덹ꚨ엣뗛ꪺ뱶암ꅃ 2.ꛛ엜뚵꒧뚡ꪺꗦ꒬Ꝁꗎ 7 9
녱ꫭ4-18꒤땯뉻ꅁ둃꒶꽓꧊ꅂ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꑔ엜뚵ꗦ꒬Ꝁꗎꯡ꒧P귈결ꇖꅁꖼ륆엣뗛ꓴ럇ꅁ걇ꑔꛛ엜뚵꒧뚡ꣃ때엣뗛ꗦ꒬Ꝁꗎꅃ 녱ꫭ4-18꒤ꗧ땯뉻ꅁ냟ꑀ꣢꣢엜뚵늣ꗍꗦ꒬Ꝁꗎ맯ꭾ땐멁ꯗ덹ꚨ뱶암ꪺ걏둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꅁꗦ꒬Ꝁꗎ떲ꩇP귈결ꇕꅁ륆꣬엣뗛ꓴ럇ꅁꝙ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ뚡ꗦ꒬Ꝁꗎꪺ떲ꩇ맯꧳ꭾ땐멁ꯗꚳ엣뗛뱶암ꅃꕂꙢꫭ4-18ꪺMANOVAꫭ꒤ꅁ땯뉻둃꒶꽓꧊맯꧳뱳ꝩ멁ꯗꪺF귈결ꅁꛓ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꗦ꒬ꝀꗎꪺF귈결ꅁꙝꚹꕩ뇀뷗둃꒶꽓꧊맯꧳ꭾ땐멁ꯗꪺ뱶암ꅁꑪ뎡꓀꣓ꛛ꧳둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꗦ꒬Ꝁꗎꪺ떲ꩇꅃ걏걇ꑑ꓀귈녯뙩ꑀꡂ샋엧둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ뚡ꪺ꒣Ꙑ띦끴ꅁ맯꧳ꭾ땐멁ꯗꪺ뱶암ꅃ ꫭ4- 19 ꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ닕Ꙙ맯꧳ꭾ땐멁ꯗꪺt샋ꥷ떲ꩇ 둃꒶꽓꧊ 뱳ꝩ뙄ꡄ 뱳ꝩ멁ꯗꖭꞡ귈 볋ꖻ볆 뫴룴냊멁둃엩뉺꧊뙄ꡄ * 91 띐꧊뙄ꡄ *a b 100 뫴룴쁒멁둃엩뉺꧊뙄ꡄ 85 띐꧊뙄ꡄ a 76 ꖭ궱둃엩뉺꧊뙄ꡄ 71 띐꧊뙄ꡄ b 69 *ꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡깴늧둘ꕇ륆엣뗛ꓴ럇ꅁt귈결ꅁP귈결ꅃ aꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡깴늧륆엣뗛ꓴ럇ꅁt귈결ꅁP귈결ꇕꅃ bꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡깴늧륆엣뗛ꓴ럇ꅁt귈결ꅁP귈결ꇕꅃ ꅝ, n=100ꅞ ꭾꅝ, n=85ꅞ 땐ꅝ, n=91ꅞꅝ, n=71ꅞ 멁ꯗꅝ, n=69ꅞ ꖭ뱳ꝩ뙄ꡄ ꞡ귈ꅝ, n=76ꅞ뉺꧊뙄ꡄ 띐꧊뙄ꡄ뫴룴냊멁둃엩뫴룴쁒멁둃엩ꖭ궱둃엩 둃꒶8꽓0 ꧊
맏4- 5 ꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ맯꧳ꭾ땐멁ꯗꪺꖭꞡ귈ꓱ룻 ꖻ곣ꡳ땯뉻Ꙑ결뫴룴냊멁둃엩ꪺ놡ꩰꑕꅁ때뷗뙄ꡄ결뉺꧊걏띐꧊ꅁ맯꧳ꭾ땐멁ꯗꪺ뱶암ꅵ둘ꕇꅶ륆엣뗛ꓴ럇ꅁt샋ꥷ떲ꩇt귈결ꅁP귈결ꅁꖻ곣ꡳꝐꥷ꣤삳륆엣뗛ꓴ럇ꅁ걇꣢뫘뙄ꡄꙢ뫴룴냊멁둃엩ꑕꚳ엣뗛깴늧ꅁꕂ띐꧊뙄ꡄꅝ뱳ꝩ멁ꯗ귈결ꅞꪺꫭ뉻쁵꧳뉺꧊뙄ꡄꅝ뱳ꝩ멁ꯗ귈결ꅞꅁꝙ꣣돆냊멁껄ꩇ뭐ꑈ뻷꒬냊꧊ꪺ뫴룴둃엩ꅁ띦끴띐꧊뙄ꡄꪺ뱳ꝩ덝군껉ꅁ꿠ꕏ껸뙏늣ꗍ룻ꙮꪺꭾ땐멁ꯗꅃ ꚹꕾꅁꥼ땯뉻Ꙣ뉺꧊뙄ꡄ꒧ꑕꅁ꒣Ꙑ둃꒶꽓꧊꒧뚡맯꧳ꭾ땐멁ꯗꡓꚳ엣뗛깴늧ꅃꙢ띐꧊뙄ꡄꑕꅁ뫴룴냊멁둃엩ꅝ꣣냊땥껄ꩇ뭐ꑈ뻷꒬냊꧊ꅞ맯꧳ꭾ땐멁ꯗꭨ굮ꓱ꣤ꕌ꣢뫘둃꒶꽓꧊꣓ꪺꚳ뱶암ꑏꅃ 3.ꑺ쉚엜뚵ꪺ껄ꩇ샋ꥷ ꅝ1ꅞ꧊ꝏ ꫭ4- 20 ꧊ꝏ뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 23 .005 Intercept 1 .000 뱳ꝩ뙄ꡄ -02 1 -02 .012 .914 둃꒶꽓꧊ 2 .064 늣ꭾ꽁ꑊ 1 .040 ꧊ꝏ 1 .269 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .183 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ .796 1 .796 .472 .492 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ .500 2 .250 .148 .862 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .808 .446 뱳ꝩ뙄ꡄ * ꧊ꝏ 1 .638 .425 둃꒶꽓꧊ * ꧊ꝏ 2 .815 .484 .617 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * ꧊ꝏ 2 .291 늣ꭾ꽁ꑊ * ꧊ꝏ 1 .264 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ * ꧊ꝏ -02 1 -02 .055 .815 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꧊ꝏ 2 .025* 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ* ꧊ꝏ 2 .967 .381 Error 468 Total 492 Corrected Total 491 * P< 8 1
녱ꫭ4-20ꕩꕈ곝ꕘꅁ꧊ꝏ뭐둃꒶꽓꧊ꅂ늣ꭾ꽁ꑊꚳꗦ꒬Ꝁꗎꅁꣃ맯ꭾ땐멁ꯗꚨ엣뗛뱶암ꅝP=ꇕꅞꅁ녎뙩ꑀꡂꝀ샋엧ꅃ 롧ꗑ둃꒶꽓꧊뭐늣ꭾ꽁ꑊ꣢ꙝꑬMANOVA꓀꩒ꯡ땯뉻ꅁꑫ꧊Ꙣ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꑗꣃ때엣뗛ꪺꗦ꒬ꝀꗎꅝP귈결ꇖꅞꅁ귋걏ꡫ꧊ꚳ엣뗛ꪺꫭ뉻ꅝP귈결ꇕꅞꅃ ꡫ꧊Ꙣ늣ꭾꝃ꽁ꑊꪺ놡ꩰꑕꅁ뙩ꑀꡂ꣏ꗎone-way ANOVAꯡ땯뉻ꅁ꒣Ꙑ둃꒶꽓꧊뚡맯꧳ꭾ땐멁ꯗꚳ엣뗛ꪺꗦ꒬ꝀꗎꅁF귈결ꅁP귈결ꇕꅁꕂꙢ뫴룴냊멁둃엩뭐ꖭ궱둃엩꒧뚡ꚳ엣뗛ꪺ깴늧ꅁt샋ꥷꯡt귈결ꅁP귈결ꇕꅁ뫴룴쁒멁둃엩뭐ꖭ궱둃엩뚡ꗧꚳ엣뗛깴늧ꅁt샋ꥷꯡt귈결ꅁP귈결ꇕꅁ룔닓떲ꩇ뻣뉺꙰ꫭ4-22ꅃ ꕴꕾꅁꡫ꧊Ꙣ늣ꭾ낪꽁ꑊ놡ꩰꑕꅁ땯뉻꒣Ꙑ둃꒶꽓꧊꒧뚡ꗧꚳ엣뗛ꪺ깴늧ꅃF귈결ꅁP귈결ꇕꅁ꣣ꚳ엣뗛깴늧ꅁꓗ꣤걏뫴룴냊멁둃엩뭐뫴룴쁒멁둃엩ꅁ롧t샋ꥷ떲ꩇt귈결ꅁP귈결ꇕꅁ꣣ꚳ엣뗛깴늧ꅃ ꡫ꧊껸뙏럭궱맯둃꒶꽓꧊결뫴룴쁒멁둃엩껉ꅁ꒣Ꙑ늣ꭾ꽁ꑊ뚡ꗧ땯뉻ꚳ엣뗛깴늧ꅁt샋ꥷ떲ꩇt귈결ꅁP귈결ꇕꅁꫭꗜ꣢뫘늣ꭾ꽁ꑊꚳ엣뗛깴늧ꅁꕂꝃ꽁ꑊ늣ꭾꫭ뉻ꓱ낪꽁ꑊ늣ꭾ굮ꚳ룻꣎ꪺꭾ땐멁ꯗꅃ ꫭ4- 21 Ꙣ꒣Ꙑ꧊ꝏꑕꅁ둃꒶꽓꧊뭐늣ꭾ꽁ꑊꗦ꒬Ꝁꗎ 맯꧳ꭾ땐멁ꯗꪺMANOVA샋ꥷ떲ꩇ띊뻣 ꧊ꝏ ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 ꡫ꧊ꇾ둃꒶꽓꧊뭐늣ꭾ꽁ꑊ 2 ** ꑫ꧊ꇾ둃꒶꽓꧊뭐늣ꭾ꽁ꑊ 2 **ꫭꗜP귈ꇕꅁꝙꡫ꧊꣼듺꒤ꅁ둃꒶꽓꧊뭐늣ꭾ꽁ꑊ땯ꗍꗦ꒬Ꝁꗎ맯꧳ꭾ땐멁ꯗ늣ꗍ엣뗛ꪺꗦ꒬Ꝁꗎꅃ 82
ꫭ4- 22 ꡫ꧊Ꙣ꒣Ꙑ늣ꭾ꽁ꑊꯗꑕꅁ꒣Ꙑ둃꒶꽓꧊ 맯꧳ꭾ땐멁ꯗꪺt샋ꥷ떲ꩇ 둃꒶꽓꧊ 늣ꭾ꽁ꑊ ꭾ땐멁ꯗꖭꞡ귈 볋ꖻ볆 뫴룴냊멁둃엩낪꽁ꑊc ** 68 ꝃ꽁ꑊ *a 63 ꡫ꧊낪꽁ꑊ 뫴룴쁒멁둃엩 53 ꝃ꽁ꑊ 56 ꖭ궱둃엩낪꽁ꑊ 51 ꝃ꽁ꑊ 53 *Ꙣ늣ꭾꝃ꽁ꑊꑕꅁ뫴룴냊멁둃엩ꫭ뉻돌꣎ꅁꭾ땐멁ꯗꖭꞡ귈결ꅁ볋ꖻ볆결63ꛬꅃ a ꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP=ꇕꅃ b ꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP=ꇕꅃ ** Ꙣ늣ꭾ낪꽁ꑊꑕꅁ뫴룴냊멁둃엩ꫭ뉻돌꣎ꅁꭾ땐멁ꯗꖭꞡ귈결ꅁ볋ꖻ볆결68ꛬꅃ c ꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP=ꇕꅃ d ꫭꗜt샋ꥷ떲ꩇ땯뉻꣢닕뚡ꚳ엣뗛깴늧ꅁt귈결ꅁP=ꇕꅃ ꅝ,n=63ꅞꅝ,n=56ꅞ ꅝ,n=68ꅞꭾ 땐ꅝ,n=51ꅞ 멁 ꯗ ꖭꅝ,n=53ꅞ ꞡ늣ꭾ꽁ꑊ귈 낪꽁ꑊꅝ,n=53ꅞ ꝃ꽁ꑊ뫴룴냊멁둃엩뫴룴쁒멁둃엩ꖭ궱둃엩둃꒶꽓 ꧊맏4- 6 ꡫ꧊맯꧳꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꪺꭾ땐멁ꯗꖭꞡ귈ꓱ룻 ꅝ2ꅞ뇐땻ꯗ ꫭ4- 23 뇐땻ꯗ뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 22 .060 Intercept 1 .000 뇐땻ꯗ -03 1 -03 .004 .952 뱳ꝩ뙄ꡄ -02 1 -02 .041 .839 8 3
둃꒶꽓꧊ 2 .144 늣ꭾ꽁ꑊ .102 1 .102 .059 .808 뇐땻ꯗ * 뱳ꝩ뙄ꡄ .377 1 .377 .219 .640 뇐땻ꯗ * 둃꒶꽓꧊ 2 .617 .540 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .092 뇐땻ꯗ * 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .918 .400 뇐땻ꯗ * 늣ꭾ꽁ꑊ 1 .090 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ .827 1 .827 .480 .489 뇐땻ꯗ * 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ 1 .122 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .148 뇐땻ꯗ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .829 .437 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .046 뇐땻ꯗ * 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ.343 1 .343 .199 .655 Error 469 Total 492 Corrected Total 491 녱ꫭ4-23ꕩ땯뉻ꅁ뇐땻ꯗ뭐ꑔꕄ굮ꛛ엜뚵꒧뚡ꣃ때엣뗛ꪺꗦ꒬Ꝁꗎ쏶ꭙꅁꝙ뇐땻ꯗ맯꧳ꭾ땐멁ꯗꣃ때엣뗛ꪺꑺ쉚껄ꩇꅃ ꅝ3ꅞ꙾쓖 ꫭ4- 24 ꙾쓖뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 71 .026 Intercept 1 .000 뱳ꝩ뙄ꡄ -04 1 -04 .000 .991 둃꒶꽓꧊ 2 .066 늣ꭾ꽁ꑊ 1 .076 ꙾쓖 5 .197 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .090 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ 1 .276 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .241 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .271 뱳ꝩ뙄ꡄ * ꙾쓖 5 .981 .429 둃꒶꽓꧊ * ꙾쓖 10 .975 .584 .827 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * ꙾쓖 10 .956 .481 늣ꭾ꽁ꑊ * ꙾쓖 5 .120 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ * ꙾쓖 5 .255 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꙾쓖 10 .268 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꙾쓖 10 .329 Error 420 Total 492 84
Corrected Total 491 롧MANOVA꓀꩒떲ꩇ땯뉻ꅁ꙾쓖뭐ꑔꕄ굮ꛛ엜뚵ꣃ때ꗴ꛳엣뗛ꪺꗦ꒬Ꝁꗎꅁꝙ꙾쓖맯꧳ꭾ땐멁ꯗꑗꣃ때멣ꚨꑺ쉚껄ꩇꅃ ꅝ4ꅞꡃꓫꕩꓤ끴꧒녯 ꫭ4- 25 ꡃꓫꕩꓤ끴꧒녯뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 59 .068 Intercept 1 .000 뱳ꝩ뙄ꡄ -02 1 -02 .030 .862 둃꒶꽓꧊ 2 .044 늣ꭾ꽁ꑊ 1 .076 ꧒녯 4 .793 .466 .761 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .126 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ .756 1 .756 .444 .506 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .118 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .191 뱳ꝩ뙄ꡄ * ꧒녯 4 .907 .460 둃꒶꽓꧊ * ꧒녯 8 .769 .631 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * ꧒녯 8 .263 늣ꭾ꽁ꑊ * ꧒녯 4 .592 .348 .845 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ * ꧒녯 4 .985 .416 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꧒녯 8 .239 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꧒녯 8 .074 Error 428 Total 488 Corrected Total 487 ꗑꫭ4-25꧒ꗜꅁꡃꓫꕩꓤ끴꧒녯ꣃ때뭐ꑔꕄ굮ꛛ엜뚵ꚳꗴ꛳엣뗛ꪺꗦ꒬Ꝁꗎꅁꝙꕩꓤ끴꧒녯맯꧳ꭾ땐멁ꯗ때엣뗛ꑺ쉚껄ꩇꅃ ꅝ5ꅞꗾ뉹룪끔뫴꿠ꑏꛛꥷ ꫭ4- 26 ꗾ뉹룪끔뫴꿠ꑏꛛꥷ뭐ꕄ굮ꛛ엜뚵맯ꭾ땐멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 35 .084 Intercept 1 .000 뱳ꝩ뙄ꡄ 1 .306 둃꒶꽓꧊ 2 .033 늣ꭾ꽁ꑊ 1 .287 ꗾ뉹룪끔뫴꿠ꑏꛛꥷ 2 .305 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .255 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ .142 1 .142 .083 .774 8 5
둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .833 .435 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .026 뱳ꝩ뙄ꡄ * ꗾ뉹룪끔뫴꿠ꑏꛛꥷ 2 .207 둃꒶꽓꧊ *ꗾ뉹룪끔뫴꿠ꑏꛛꥷ 4 .592 .668 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * ꗾ뉹룪끔뫴꿠ꑏꛛꥷ 4 .975 .567 .687 늣ꭾ꽁ꑊ *ꗾ뉹룪끔뫴꿠ꑏꛛꥷ 2 .748 .474 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ * ꗾ뉹룪끔뫴꿠ꑏꛛꥷ.670 2 .335 .195 .823 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꗾ뉹룪끔뫴꿠ꑏꛛꥷ 4 .570 .331 .857 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * ꗾ뉹룪끔뫴꿠ꑏꛛꥷ 4 .216 Error 456 Total 492 Corrected Total 491 ꗑꫭ4-26꧒ꗜꅁꗾ뉹룪끔뫴꿠ꑏꛛꥷ뭐ꑔꕄ굮ꛛ엜뚵ꣃ때ꗴ꛳엣뗛ꪺꗦ꒬Ꝁꗎꅁꝙ맯꧳ꭾ땐멁ꯗꣃ때ꗴ꛳ꑺ쉚껄ꩇꅃ ꅝ6ꅞ뭻ꪾ궷껦 ꫭ4- 27 뭻ꪾ궷껦뭐ꑔꕄ굮ꛛ엜뚵맯꧳ꭾ땐멁ꯗꪺMANOVA꓀꩒ Source ꖭꓨꥍ ꛛꗑꯗ ꞡꓨ F귈 P귈 Corrected Model 35 .298 Intercept 1 .000 뱳ꝩ뙄ꡄ .101 1 .101 .058 .810 둃꒶꽓꧊ 2 .305 늣ꭾ꽁ꑊ .429 1 .429 .245 .621 뭻ꪾ궷껦 2 .925 .529 .589 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ 2 .131 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ -02 1 -02 .025 .874 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .168 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ 2 .825 .439 뱳ꝩ뙄ꡄ *뭻ꪾ궷껦 .170 2 -02 .049 .953 둃꒶꽓꧊ *뭻ꪾ궷껦 4 .485 .278 .892 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 뭻ꪾ궷껦 4 .477 .273 .895 늣ꭾ꽁ꑊ *뭻ꪾ궷껦 2 .788 .451 .638 뱳ꝩ뙄ꡄ * 늣ꭾ꽁ꑊ * 뭻ꪾ궷껦 2 .297 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * 뭻ꪾ궷껦 4 .378 뱳ꝩ뙄ꡄ * 둃꒶꽓꧊ * 늣ꭾ꽁ꑊ * 뭻ꪾ궷껦 4 .756 .432 .785 Error 456 Total 492 Corrected Total 491 86
ꗑꫭ4-27꧒ꗜꅁ뭻ꪾ궷껦엜뚵ꣃ때뭐ꑔꕄ굮ꛛ엜뚵ꚳꗴ꛳엣뗛ꪺꗦ꒬Ꝁꗎꅁꝙ뭻ꪾ궷껦맯꧳ꭾ땐멁ꯗ때엣뗛ꑺ쉚껄ꩇꅃ 8 7
닄꒭뎹 떲뷗뭐ꯘ쒳 ꖻ곣ꡳꕈ맪쏒ꪺꓨꚡꅁ룕맏ꑆ룑둃꒶꽓꧊ꅂ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꯗ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃꙐ껉ꅁꣃ녎꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꡃꓫꕩꓤ끴꧒녯ꅂꗾ뉹룪끔뫴꿠ꑏꛛꥷꅂ뭻ꪾ궷껦떥ꛒ뱻결ꑺ쉚엜뚵ꅁ덯ꑺ쉚엜뚵ꕩ꿠ꗧ맯꧳뱳ꝩ껄ꩇꚨꑺ쉚ꅃꕈꑕ녎ꖻ곣ꡳꕄ굮땯뉻낵ꑀ뮡ꧺ뭐룑쓀ꅁꣃ뒣ꕘ곣ꡳ끞쑭ꅂ곣ꡳꑗꪺ궭꣮ꅁꕈꖼ꣓ꪺꯡ쓲곣ꡳꯘ쒳ꅃ 닄ꑀ론 곣ꡳ땯뉻 ꖻ곣ꡳ녎뱳ꝩ껄ꩇ꓀ꚨ꣢귓ꙝ엜뚵꣓놴끑ꅁꝙꅵ뱳ꝩ멁ꯗꅶ뭐ꅵꭾ땐멁ꯗꅶꅃꙢ룪껆꓀꩒껉땯뉻ꅁ꣢귓ꙝ엜뚵꒧뚡ꝥ뉻낪ꯗ곛쏶ꪺ쏶ꭙꅁꕂ꣢귓ꙝ엜뚵꣼ꛛ엜뚵뭐ꑺ쉚엜뚵ꪺ뱶암둘ꕇ걏ꑀ교ꪺꅁꕈꑕꭋ룔닓뮡ꧺꖻ곣ꡳꪺ땯뉻ꅇ ꑀꅂꛛ엜뚵맯꧳뱳ꝩ껄ꩇꪺ뱶암 ꫭ5- 1 ꑔ귓ꛛ엜뚵맯꧳뱳ꝩ껄ꩇꪺ뱶암 ꙝ엜뚵ꛛ엜뚵뱳ꝩ껄ꩇ 둃꒶꽓꧊ * 뱳ꝩ뙄ꡄ 늣ꭾ꽁ꑊ 둃꒶꽓꧊×뱳ꝩ뙄ꡄ×늣ꭾ꽁ꑊ 둃꒶꽓꧊×뱳ꝩ뙄ꡄ * 둃꒶꽓꧊×늣ꭾ꽁ꑊ 뱳ꝩ뙄ꡄ×늣ꭾ꽁ꑊ * ꫭꗜP귈ꇕꅁ륆엣뗛ꓴ럇ꅃ ꖻ곣ꡳ둎ꑔ귓ꛛ엜뚵꒤ꅁ땯뉻ꑆꕈꑕꪺ맪쏒떲ꩇꅇ 1. Ꙣꑔ귓ꛛ엜뚵꒤ꅁꕵꚳ둃꒶꽓꧊맯꧳뱳ꝩ껄ꩇ늣ꗍ뱶암ꅁꗧꝙ꒣Ꙑꪺ둃꒶꽓꧊꒧뚡맯꧳뱳ꝩ껄ꩇꪺ뱶암걏ꚳ엣뗛깴늧ꪺꅃꛜ꧳뱳ꝩ뙄ꡄꅂ늣ꭾ꽁ꑊꯗ맯꧳뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꭨ뎣ꡓꚳ엣뗛ꪺ뱶암ꅃ 2. Ꙣꑔ귓ꛛ엜뚵꒧뚡ꅁꕵꚳ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ땯ꗍꗦ꒬Ꝁꗎꅁ맯꧳뱳 88
ꝩ껄ꩇ늣ꗍ엣뗛ꪺ뱶암ꅁꗧꝙ꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꪺ띦끴ꅁꙢꖻ곣ꡳ꒤땯뉻맯꧳뱳ꝩ껄ꩇꚳ엣뗛ꪺ뱶암ꅆꛜ꧳둃꒶꽓꧊뭐늣ꭾ꽁ꑊꅂ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꭨ뎣ꡓꚳꗦ꒬Ꝁꗎꅁ맯꧳뱳ꝩ껄ꩇꣃ때엣뗛ꪺ뱶암ꅃ 3. 둃꒶꽓꧊ꅂ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊ꒧뚡ꣃ때엣뗛ꪺꗦ꒬Ꝁꗎꅁ맯꧳뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꣃ때엣뗛뱶암ꅁꚹ띎ꣽ뗛ꣃꡓꚳ꽓ꥷꪺ둃꒶꽓꧊ꅂ뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꪺ띦끴닕Ꙙꅁ꿠냷맯꧳뱳ꝩ껄ꩇ늣ꗍ꽓ꝏ엣뗛ꪺ뱶암ꅃ ꑇꅂꙕ귓ꛛ엜볆꒧뚡ꪺꗦ꒬껄ꩇꅘ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꪺꗦ꒬껄ꩇ ꫭ5- 2 둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ맯꧳뱳ꝩ껄ꩇꪺ샋엧떲ꩇ ꙝ엜뚵둃꒶꽓꧊ . 뱳ꝩ뙄ꡄ뱳ꝩ껄ꩇ Ꙣ뫴룴냊멁둃엩ꑕꅁ뉺꧊뙄ꡄ . 띐꧊뙄ꡄ * Ꙣ뫴룴쁒멁둃엩ꑕꅁ뉺꧊뙄ꡄ . 띐꧊뙄ꡄ Ꙣꖭ궱둃엩ꑕꅁ뉺꧊뙄ꡄ . 띐꧊뙄ꡄ Ꙣ뉺꧊뙄ꡄꑕꅁ꒣Ꙑ둃꒶꽓꧊꒧뚡 Ꙣ띐꧊뙄ꡄꑕꅁ꒣Ꙑ둃꒶꽓꧊꒧뚡 * * ꫭꗜP귈ꇕꅁ륆엣뗛ꓴ럇ꅃ ꗑ꧳ꖻ곣ꡳ땯뉻둃꒶꽓꧊뭐뱳ꝩ뙄ꡄ꒧뚡맯꧳뱳ꝩ껄ꩇꚳ엣뗛ꪺꗦ꒬Ꝁꗎꅁꙝꚹꖻ곣ꡳ뙩ꑀꡂ샋엧ꑆ꒣Ꙑ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꪺ띦끴꒤ꅁ맯꧳뱳ꝩ껄ꩇꪺꫭ뉻ꅃ떲ꩇ땯뉻ꅇ 1. 뫴룴냊멁둃엩ꅝꝴ냊땥껄ꩇ뭐ꑈ뻷꒬냊꧊ꅞ뭐띐꧊뙄ꡄꪺ띦끴ꅁ돌꿠ꝕ꧳ꙮꪺ뱳ꝩ껄ꩇꪺꚨꅁ꣤꒤ꓗꕈ뱳ꝩ멁ꯗꪺ엜돌결엣뗛ꅃ 2. 뫴룴쁒멁둃엩ꅝ꒣ꝴ냊땥껄ꩇꅂꝴꑈ뻷꒬냊꧊ꅞ꒣뷗뭐뉺꧊띐꧊뙄ꡄ띦끴ꅁ뎣때ꩫ늣ꗍ룻ꙮꪺ뱳ꝩ껄ꩇꅃ 3. ꖭ궱둃엩ꅝ꒣ꝴ냊땥껄ꩇ뭐ꑈ뻷꒬냊꧊ꅞ꒣뷗뭐뉺꧊띐꧊뙄ꡄ띦끴ꅁꗧ때ꩫ늣ꗍ룻ꙮꪺ뱳ꝩ껄ꩇꅃ 4. ꒣뷗뉺꧊뙄ꡄ띦끴ꪺ둃꒶꽓꧊걏귾ꑀ뫘ꅁ뎣때ꩫ늣ꗍ룻ꙮꪺ뱳ꝩ껄ꩇꅃ ꑔꅂꑺ쉚엜뚵맯꧳뱳ꝩ껄ꩇꪺ뱶암 8 9
ꫭ5- 3 ꑺ쉚엜뚵맯꧳ꙝ엜뚵ꪺ뱶암 ꙝ엜뚵 ꑺ쉚엜뚵뱳ꝩ멁ꯗ ꭾ땐멁ꯗ ꧊ꝏ * * 뇐땻ꯗ * ꙾쓖 * ꡃꓫꕩꓤ끴꧒녯 ꗾ뉹룪끔뫴꿠ꑏꛛꥷ 뭻ꪾ궷껦 * ꫭꗜP귈ꇕꅁ륆엣뗛ꓴ럇ꅃ ꗑ꧳ꖻ곣ꡳ땯뉻뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ맯꧳ꑺ쉚엜뚵ꪺꫭ뉻룻ꚳꕘꑊꅁꙝꚹꖻꑰ론녎꓀ꝏ꒶닐ꑺ쉚엜뚵맯꧳꣢귓ꙝ엜뚵ꪺ뱶암떲ꩇꅁ룔ꙃ꙰ꑕꅇ 1. ꧊ꝏ맯꧳뱳ꝩ껄ꩇꚳ엣뗛ꪺꑺ쉚껄ꩇꅇꡫ꧊맯꧳뫴룴냊멁둃엩뭐늣ꭾ낪꽁ꑊꯗꪺ뱳ꝩ떦늤띦끴ꚳ뗛돌ꙮꪺ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꅆꛓ맯꧳뫴룴쁒멁둃엩띦끴늣ꭾꝃ꽁ꑊꯗ껉ꅁꗧꚳ꒣뿹ꪺ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ늣ꗍꅃ 2. 뇐땻ꯗ맯꧳뱳ꝩ멁ꯗꚳ엣뗛ꪺꑺ쉚껄ꩇꅇ땯뉻ꑪ녍땻ꯗꪺ꣼듺맯꧳뱳ꝩ뙄ꡄ뭐둃꒶꽓꧊ꚳ꽓ꥷꪺ낾ꙮꅁꙝꛓ뻉교룻꣎ꪺ뱳ꝩ멁ꯗꕘ뉻ꅃꖻ곣ꡳ땯뉻ꑪ녍땻ꯗꪺ꣼듺ꅁ맯꧳뫴룴냊멁둃엩띦끴띐꧊뙄ꡄꪺ뱳ꝩ멁ꯗ꽓ꝏꙮꅃ 3. ꙾쓖맯꧳뱳ꝩ멁ꯗꚳ엣뗛ꪺꑺ쉚껄ꩇꅇ땯뉻46-50랳ꅝ볋ꖻ꒤꙾쓖돌낪뱨ꅞ맯꧳늣ꭾ꽁ꑊ뭐뱳ꝩ뙄ꡄꚳ꽓ꥷꪺ낾ꙮꅁ덯롳46-50랳ꪺ꣼듺ꅁꙢꝃ늣ꭾ꽁ꑊꯗꑕꅁ뇄ꗎ띐꧊뙄ꡄꪺ뱳ꝩꅆꕈꙢ낪늣ꭾ꽁ꑊꑕꅁ뇄ꗎ뉺꧊뙄ꡄꅁ곒ꚳ꽓ꝏꙮꪺ뱳ꝩ멁ꯗꫭ뉻ꅃ 4. ꡃꓫꕩꓤ끴꧒녯맯꧳뱳ꝩ껄ꩇꣃꡓꚳ덹ꚨꑺ쉚ꅇ때뷗ꡃꓫꕩꓤ끴꧒녯걏Ꙩꓖꅁ뎣꒣라맯꧳뱳ꝩ껄ꩇ덹ꚨ뱶암ꅃ 5. ꗾ뉹룪끔뫴꿠ꑏꛛꥷꗧꡓꚳ맯뱳ꝩ껄ꩇ늣ꗍꗴ꛳ꪺꑺ쉚껄ꩇꅇꙢꖻ곣ꡳ꒤ꗑ꧳볋ꖻꑪꙨ결ꑪ녍뭐곣ꡳ꧒땻ꯗꪺ꣼듺ꅁꙝꚹꗧꕩ뫙ꝀꙢꑪ녍뭐곣ꡳ꧒꒣Ꙑꪺ뇐땻ꯗ뚡ꅁ맯꧳뱳ꝩ껄ꩇꣃꡓꚳ엣뗛ꪺ깴늧ꅃ 6. 뭻ꪾ궷껦ꗧꡓꚳ맯꧳뱳ꝩ껄ꩇ덹ꚨꑺ쉚껄ꩇꅇ때뷗껸뙏걏ꅵ뭻ꪾ믝ꡄꮬꅶ 90
걏ꅵꪽ쒱ꮬꅶꅁ쇙걏ꅵ뭻ꪾ꒣ꧺꮬꅶꅁ뎣꒣라맯뱳ꝩ껄ꩇ덹ꚨ엣뗛깴늧ꅃ 닄ꑇ론?곣ꡳ떲뷗 ꑀꅂ?ꅵ냊땥껄ꩇꅶꑪ둔ꭐ뙩뱳ꝩ껄ꩇꅁꅵꑈ뻷꒬냊꧊ꅶ맯꧳뱳ꝩ껄ꩇ때ꝕ꽱 ꢦ뚮뱺ꅝ1995ꅞ곣ꡳ땯뉻ꅁ냊땥껄ꩇ맯꧳뱳ꝩ뭻ꪾꅂ뱳ꝩ멁ꯗꅂꭾ땐뭻ꪾꅂꭾ땐멁ꯗꅁꑄꛜ꧳띎쑀뭐냊멁껄ꩇ곝ꩫꅝ냊멁낾ꙮ땻ꯗ뭐냊멁ꪾ쒱껄ꩇꅞ곒ꚳ뱶암ꅁꙝꚹ뇀뷗Ꙣ쉳쓽WWW쇊ꪫ놡맒꒤ꅁꕈꅵ냊땥껄ꩇꅶ꣓뮲ꝕWWW뱳ꝩ룪끔ꪺꝥ뉻ꕩ뱗녪껸뙏맯뻣엩ꛦ빐뱳ꝩ껄ꩇ룻꣎ꪺ곝ꩫꅁ꙯뭻결빁럭ꪺ륂ꗎꅵ냊땥껄ꩇꅶ녎ꚳꝕ꧳뒣ꩀ뱳ꝩ뻣엩뙈뭐껄ꩇꅃ Ꝧ꒹꒤ꅝ1999ꅞꗧ땯뉻ꅁ꒬냊꧊뭐깔볖꧊맯뱳ꝩ믹귈ꪺ뵔ꚳꖿꙖꪺ뱶암ꅁꗧꝙ뫴룴뱳ꝩꪺ꒬냊꧊뭐깔볖꧊띕ꑪꅁ뱳ꝩ믹귈띕낪ꅃ ꖻ곣ꡳꙢ룳둃엩ꪺꓱ룻곣ꡳ륌땻꒤ꅁ뿯뻜ꑆꅵ냊쁒멁땻ꯗꅶ뭐ꅵꑈ뻷꒬냊꧊ꅶꝀ결둃꒶꽓꧊엜뚵ꪺ뻞ꝀꓨꚡꅁꙢꖻ곣ꡳ꒤냏꓀ꪺꑔ쏾둃꒶ꑕꅘ뫴룴냊멁둃엩ꅂ뫴룴쁒멁둃엩ꅂꖭ궱둃엩ꅁ땯뉻꒣Ꙑꪺ둃꒶꽓꧊ꪺ뵔맯꧳뱳ꝩ껄ꩇꚳ엣뗛ꪺ깴늧ꅃꓗ꣤걏뫴룴냊멁둃엩ꅁ꣤ꝴ걁ꑆ냊땥껄ꩇ뭐낪ꯗꪺꑈ뻷꒬냊꧊ꅁꖻ곣ꡳꪺ꣼듺뒶륍뎣곛럭꿠샲녯꒣뿹ꪺ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꅁ뫴믚뫴룴둃엩굙땯뒧꣤낪ꯗꪺ냊땥껄ꩇꪺꕜ꿠ꅁ삳꿠늣ꗍ꒣뿹ꪺ뱳ꝩ껄ꩇꅁ꽓ꝏ꿠꣏껸뙏늣ꗍ룻꣎ꪺ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꅃ 꽓ꝏ귈녯ꩠ띎ꪺ걏ꅁ뫴룴냊멁둃엩뭐뫴룴쁒멁둃엩ꅝ꒣ꝴ냊땥껄ꩇꅂꝴꚳꑈ뻷꒬냊꧊ꅞ꒧뚡맯꧳뱳ꝩ껄ꩇꚳ엣뗛ꪺ깴늧ꅁꗑ꧳꣢뫘둃꒶꽓꧊꒧뚡돌ꑪꪺ깴ꝏꙢ꧳냊땥ꪺꚳ때ꅁꙝꚹꖻ곣ꡳ땯뉻냊땥ꚳ때걏덹ꚨ뱳ꝩ껄ꩇ깴늧ꪺꕄ굮꣓랽ꅁꚳꙷ뇆냊땥엣땍ꓱꡓꚳꙷ뇆냊땥꣓ꪺ꧶뻉교뱳ꝩ껄ꩇꅃ Ꙣ뫴룴쁒멁둃엩ꅝ꒣ꝴ냊땥껄ꩇꅂꝴꚳꑈ뻷꒬냊꧊ꅞ뭐ꖭ궱둃엩ꅝ꒣ꝴ냊땥껄ꩇ뭐ꑈ뻷꒬냊꧊ꅞ꒧뚡맯꧳뱳ꝩ껄ꩇꭨ때엣뗛깴늧ꅁꚹ꣢뫘둃엩ꪺꕄ굮깴ꝏꙢ꧳ꑈ뻷꒬냊꧊ꪺꚳ때ꅁꙝꚹꖻ곣ꡳ땯뉻꒣뷗ꑈ뻷꒬냊꧊ꚳ때ꅁ뱳ꝩ껄ꩇ뎣꒣라ꚳ엣뗛ꪺ깴늧ꅃ덯뚵곣ꡳ땯뉻뭐ꭥꑈ곣ꡳ떲ꩇ꒣닅ꅁ뇀뷗덯ꕩ꿠걏ꙝ결ꖻ곣ꡳꓱ9 1
룻ꪺ걏룳둃엩꒧뚡ꑈ뻷꒬냊꧊ꪺꚳ때ꅁ뭐ꭥꑈ곣ꡳ뛈Ꙣ뫴룴둃엩ꑗ뙩ꛦꑈ뻷꒬냊꧊ꪺ뻞셡ꅁ꣢곣ꡳꓱ룻냲슦꒣Ꙑ꧒뻉교ꅃ ꑇꅂ?뱳ꝩ뙄ꡄ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꚳ궭 Ꙣꖻ곣ꡳ꒤땯뉻뱳ꝩ뙄ꡄ맯꧳뱳ꝩ껄ꩇꣃꡓꚳ엣뗛ꪺ뱶암ꅁ뉺꧊뙄ꡄ뭐띐꧊뙄ꡄ맯꧳뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ곒ꡓꚳ엣뗛ꪺ깴늧ꅃ 쇶땍꾬믱ꦣꅝ1995ꅞꕘꅁ뱳ꝩ띐꧊뙄ꡄ낣ꑆꕩ엽뱳ꝩꟳ꒭녭쑽꿉꣣ꚳ과띐ꕾꅁꟳ꿠녡꣓ꖿ궱꧊꒧껸뙏삳ꅁꭐꚨꖿ궱ꪺ뱳ꝩ껄ꩇꅃ꣤ꕌ곛쏶ꪺ맪쏒곣ꡳ떲ꩇ엣ꗜꅁ뱳ꝩ뙄ꡄꣃ꒣라맯꧳뱳ꝩ껄ꩇ덹ꚨꪽ놵ꪺ뱶암ꅁ꒣륌뙄ꡄ꒺깥ꦹꦹ뭐꣤ꕌ엜뚵ꗦ꒬Ꝁꗎꅁꓨ맯뱳ꝩ껄ꩇ덹ꚨ뱶암ꅃ꣒꙰Ꟶ뮷ꅝ1996ꅞ곣ꡳ땯뉻ꅁꙢ뱳ꝩꕄꕩꭈꯗ낪ꪺ놡ꩰꑕꅁ띐꧊뙄ꡄꪺ띦끴룻뉺꧊뙄ꡄꚳ룻꣎ꪺ뱳ꝩ멁ꯗ늣ꗍꅃ ꚳ얲꧳ꚹꅁꖻ곣ꡳ쇶땍땯뉻ꑆ뱳ꝩ뙄ꡄꣃꡓꚳꪽ놵맯뱳ꝩ껄ꩇ덹ꚨ뱶암ꅁꙢ뫴룴냊땥둃엩ꪺ띦끴ꑕꅁ띐꧊뙄ꡄ룻뉺꧊뙄ꡄꚳ룻꣎ꪺ뱳ꝩ껄ꩇ땯ꗍꅁꙝꚹꖻ곣ꡳ뭻결뱳ꝩ뙄ꡄ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꚳ궭ꅃ ꑔꅂ?꽓ꥷ둃꒶꽓꧊뭐뱳ꝩ뙄ꡄꪺ띦끴ꕩꚳ껄ꭐ뙩뱳ꝩ껄ꩇ ꖻ곣ꡳ땯뉻뫴룴둃엩굙꿠땯뒧ꕘ냊땥ꪺ껄ꩇ뭐왛늳꒬냊ꪺ꿠ꑏꅁꙁꕛꑗ띐꧊뙄ꡄꅝꛓꭄ뉺꧊뙄ꡄꅞꪺ덝군ꅁ꿠늣ꗍ룻꣎ꪺ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꅃ 럭ꖻ곣ꡳ궭꣮ꑆ뱳ꝩ뙄ꡄ결띐꧊뙄ꡄ껉ꅁ땯뉻뫴룴둃엩굙ꝴꚳ냊땥뭐ꑈ뻷꒬냊ꕜ꿠ꅁꓱ끟ꖭ궱둃엩걏꒣ꝴ냊땥껄ꩇꪺ뫴룴둃엩꣓ꪺꚳ뱳ꝩ껄ꩇꅁꝙꙢ띐꧊뙄ꡄꪺ궭꣮뇸ꗳꑕꅁ띦끴ꚳ냊땥뭐ꑈ뻷꒬냊ꪺ뫴룴둃엩꿠Ꙑ껉륆꣬룻꣎ꪺ뱳ꝩ뭐ꭾ땐멁ꯗꅃ ꙝꚹꅁ쉫꿇떲ꩇ결Ꙣꚳ냊땥껄ꩇ뭐ꑈ뻷꒬냊꧊ꪺ뫴룴둃엩ꑗꅁ굙뇄꣺ꑆ띐꧊뙄ꡄꪺ뱳ꝩ덝군ꅁ삳꿠녡꣓룻꣎ꪺ뱳ꝩ멁ꯗꅁ맯꧳ꭾ땐멁ꯗꙢ걙뫘땻ꯗꑗꛓꢥꅁꗧꚳꖿ궱뒣ꩀꪺ산ꝕꅃ ꕼꅂ?늣ꭾ꽁ꑊ때ꩫꚳ껄ꭐ뙩뱳ꝩ껄ꩇ ꖻ곣ꡳꪺ떲ꩇ땯뉻꒣Ꙑꪺ늣ꭾ꽁ꑊ맯꧳뱳ꝩ껄ꩇꣃ때엣뗛ꪺ뱶암ꅁꝙ때뷗늣 92
ꭾ낪꽁ꑊꯗ걏늣ꭾꝃ꽁ꑊꯗ맯꧳뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗꪺꚨ곒때엣뗛ꪺ깴늧꙳ꙢꅁꙐ껉ꅁ늣ꭾ꽁ꑊꗧꡓꚳ뭐뱳ꝩ뙄ꡄꅂ둃꒶꽓꧊떥땯ꗍꗦ꒬Ꝁꗎꅁꙝꚹ맯꧳뱳ꝩ껄ꩇꡓꚳ엣뗛ꪺ뱶암ꅃ Petty & Capicoppoꅝ1981ꅞ녱껸뙏ꛦ결꣓ꛒ뱻늣ꭾ꽁ꑊꯗꪺ뱶암ꅁ뭻결껸뙏ꓟ꒤맯꧳늣ꭾꪺ뭻ꪾ결낪ꚨꖻ낪ꯗꡍ떦궷쁉껉ꅁꭋꚨꅵ늣ꭾ낪ꯗ꽁ꑊꅶꅁ꒧ꭨ결ꅵ늣ꭾꝃ꽁ꑊꯗꅶꅃꚹ꣢뫘껸뙏ꓟꗘ꒤꧒ꚨꪺ늣ꭾ꽁ꑊꯗꅁ맯꧳껸뙏ꛦ결ꑗꗧꚳ뱶암ꅁ껸뙏ꪺꡍ떦ꛦ결녎쁈꒣Ꙑꪺ늣ꭾ꽁ꑊꛓꚳ꧒꒣Ꙑꅃ 쇶땍ꖻ곣ꡳꪺ땯뉻뭻결늣ꭾ꽁ꑊꯗꖼ맯뱳ꝩ껄ꩇꚳꗴ꛳엣뗛뱶암ꅁ뭐ꭥꑈ뻇ꪺ곣ꡳ뇀뷗ꯪꯪ곛ꅃꖻ곣ꡳ떲ꩇꣃ꒣띎ꣽ늣ꭾ꽁ꑊꯗ꒣라뭐꣤ꕌꖻ맪엧ꥼꖼꛒ뱻ꪺꛛ엜뚵늣ꗍꗦ꒬껄ꩇꅁ걇꒴ꚳꯝꯡ쓲곣ꡳ샋엧꒧ꅃ ꒭ꅂ?꧊ꝏꅂ뇐땻ꯗ뭐꙾쓖곒녡꣓ꑆ땻ꯗ꒣ꑀꪺꑺ쉚껄ꩇ ꖻ곣ꡳ꒤ꛒ뱻ꑆ둘뚵귓ꑈ꽓뷨엜뚵Ꝁ결ꑺ쉚껄ꩇꪺꕩ꿠꣓랽ꅃ땯뉻ꚳ냊땥껄ꩇ뭐ꑈ뻷꒬냊꧊ꪺ뫴룴뱳ꝩ돌꿠Ꝭꓞꡫ꧊껸뙏ꪺꩠ띎ꅁꓞ땯ꖿ궱ꪺ뱳ꝩ껄ꩇꅃꙢꖻ곣ꡳ꒤ꅁ꧊ꝏ걏ꑀ귓라ꑺ쉚뱳ꝩ껄ꩇꪺ엜뚵ꅁꖻ곣ꡳ뇀뷗ꚹꕩ꿠걏ꗑ꧳ꡫꅂꑫ꣢꧊Ꙣ둃꒶꽓꧊ꑗꪺ낾ꙮ꒣Ꙑꅁ걏맯꧳뫴믚뫴룴꣏ꗎꪺ보노땻ꯗ뭐ꛛꭈ꿠ꑏꚳ깴늧꧒뻉교ꅃ ꚹꕾꅁꖻ곣ꡳꥼ땯뉻뇐땻ꯗ꒤ꪺꑪ녍땻ꯗꅁ맯꧳띐꧊ꪺ뱳ꝩ뙄ꡄ룻꿠늣ꗍꖿ궱ꪺ뱳ꝩ멁ꯗꅁꓗ꣤걏럭띐꧊뙄ꡄ뭐뫴룴둃엩ꅝꝴꚳ냊땥껄ꩇ뭐ꑈ뻷꒬냊꧊ꅞ낵띦끴뭳Ꝁꕘꪺ뱳ꝩ꽓ꝏ꿠샲녯ꑪ녍땻ꯗ꣼듺ꪺꭃ럽ꅃꖻ곣ꡳ뇀뷗ꚹꕩ꿠걏ꗑ꧳꒣Ꙑ뇐땻ꯗꪺ껸뙏ꅁ맯꧳뱳ꝩ끔꺧놵ꚬ껉ꚳ꒣Ꙑꪺ덂뉺ꓨꚡ꧒뻉교ꅃ ꕴꕾꑀ뚵ꚳ뷬ꪺ땯뉻걏ꅁ꒣Ꙑ꙾쓖뱨꒧뚡ꅁ맯꧳뱳ꝩ멁ꯗꗧꚳ엣뗛ꪺ깴늧ꅃꓗ꣤걏꙾쓖뱨돌낪ꪺꑀ롳ꑈꅝ46-50랳ꅞꅁ궱맯늣ꭾ낪꽁ꑊꪺ냓ꭾ뱳ꝩ껉ꅁ꽓ꝏ돟앷꣏ꗎ뉺꧊뙄ꡄ뭳Ꝁꪺ뱳ꝩꪩꖻꅆꛓ궱맯늣ꭾꝃ꽁ꑊꪺ냓ꭾ뱳ꝩ껉ꅁꭨ낾ꙮ띐꧊뙄ꡄꪺ띦끴ꅃꖻ곣ꡳ뇀뷗룓롳꙾쓖뱨ꪺ껸뙏ꅁ맯꧳뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꚳ꽓ꥷꪺ낾ꙮꅁꕩ꿠걏빜얪뱳ꝩꪺ롧엧룻결싗둉꧒뻉교ꅃ 9 3
닄ꑔ론?곣ꡳ끞쑭 ꑀꅂ뻇덎ꑗ Lanier & Bioccaꅝ1992ꅞꕘꅁ뙗둃엩랾덱샴맒꒣뛈엜ꑆ뉻ꚳ뛇닎둃엩ꪺ뛇벽볒ꚡ뭐멄ꗎ닅뵘ꅁ뙗둃엩ꖻꢭꟳ걏덜Ꙩ띳덎ꪺ돐띎꣓랽ꅁꙝꚹ뙗둃엩뭐뛇닎둃엩ꪺ랾덱샴맒ꕩ꿠Ꙣ뱳ꝩ껄ꩇꑗꗧꚳ꧒깴늧ꅃꖻ곣ꡳ땯뉻Ꙣ낪냊멁땻ꯗ뭐낪ꑈ뻷꒬냊꧊ꪺ둃꒶꽓꧊ꑕꅁ굙띦끴띐꧊뙄ꡄꪺ뱳ꝩ덝군ꅁ녎뻉Ꙗꟳ꣎ꪺ뱳ꝩ껄ꩇ땯ꗍꅃꖻ곣ꡳ뙽ꥬ링룕뙩ꑊ룳둃엩뱳ꝩ떦늤곣ꡳꪺ믢냬ꅁ삳ꗎꑆFCB볒ꚡꙢꖭ궱둃엩뭐뫴룴둃엩ꪺꓱ룻곣ꡳ꒤ꅁꣃ꓄냇ꕘꑀ귓ꓱ룻ꞹ뻣ꪺ뱳ꝩ떦늤끴깍떦늤ꅁꙐ껉ꅁꖻ곣ꡳꟆ뺬꿠Ꝁ결ꖼ꣓꣤ꕌ룳둃엩곣ꡳꪺ냑ꛒ냲슦ꅃ ꑇꅂ맪냈ꑗ 뫴룴ꛦ빐결ꗘꭥꑀꑪ쇍뛕ꅁꙝꚹꑆ룑뫴룴뱳ꝩ뭐ꖭ궱둃엩꒧뚡뱳ꝩ껄ꩇꪺ깴늧ꅁ엣녯ꟳꚳ꣤ꖲ굮ꅃꙢ뫴룴삳ꗎ꧳ꛦ빐믢냬ꪺ걹ꛦ쇍뛕ꑕꅁꖻ곣ꡳ궺ꯗꓱ룻ꑆꖭ궱둃엩뭐뫴믚뫴룴ꪺꫬꡂ떲ꩇꅁ땯뉻ꕩ꣏ꛦ빐ꑈ귻Ꙣ뙩ꛦꛦ빐떦늤ꪺ덝군껉ꅁ삳ꟳ꿠ꑆ룑꒣Ꙑ둃엩꒧뚡뱳ꝩ껄ꩇꪺ깴늧ꅁꕈ귝압꒣Ꙑ둃엩ꪺ륂ꗎꓨꚡꅁꕈ뱳ꝩ꒺깥ꪺ덝군떦늤ꅁꕈ뾲ꛦ빐껄ꩇꪺꟳ낪맒곉ꅃ 닄ꕼ론?곣ꡳ궭꣮ ꖻ곣ꡳ냲꧳둘뚵곣ꡳ궭꣮ꅁꙝꚹ맪엧떲ꩇꕩ꿠꒴ꖼ뫉ꞹ떽ꅃꙀꚳꕈꑕ둘뚵궭꣮ꅇ 1.맪엧뱳ꝩꑗꪺ궭꣮ꅇꖻ곣ꡳꛛꛦ덝군ꪺ맪엧뱳ꝩꅁꗑ꧳믝꣏ꖭ궱뱳ꝩ뭐뫴룴뱳ꝩꚳꓱ룻냲슦ꅁ뫴룴뱳ꝩꪺꮬꚡ곙늤ꑆꑀ꿫녠ꢣꪺ뻮둔뱳ꝩꅝbannerꅞ뎡ꗷꅁꛓꪽ놵덝군뱳ꝩꕄ궶ꅁꙝꚹ꣼듺왛곝꣬ꪺ뫴룴뱳ꝩ꒣Ꙑ꧳ꑀ꿫Ꙣꗾ뉹룪끔뫴ꑗ녠ꢣꪺ뱳ꝩꮬꚡꅃ 2.맪엧ꯇ맪엧ꩫꪺꕾ뎡껄ꯗ룻ꝃꅇꖻ곣ꡳ뇄꣺ꑆ맪엧ꯇ맪엧ꩫꅁꙢ뛒꣼듺껉결ꑆꭋꝑ끟ꢣꅁꙨꙢ껕뛩둍볋ꖻ맯뙈ꅁ쇶땍륍꒣Ꙑ꙾쓖뱨ꅁꗑ꧳ꣃꭄ쁈뻷ꧢ볋ꅁꙁꕛꑗ맪엧껉놱꣮ꑆ꣼듺왛곝뱳ꝩꪺ뚶Ꟈ뭐껉뚡ꅁ꒣ 94
Ꙑ꧳ꑀ꿫뉻맪놡맒ꅁꕾ뎡껄ꯗ룻ꝃꅁꙝꖻ곣ꡳ떲ꩇꙢ쏾뇀껉ꖲ뚷땹ꕛꩠ띎ꅃ 3.곣ꡳ엜볆룻ꓖꅇꖻ곣ꡳꙢꙝ엜뚵ꑗ뛈뿯뻜ꑆ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ낵결뿅뙱뱳ꝩ껄ꩇꪺ볐ꅁ쇶땍ꚳ뻇뭻결멁ꯗꢬꕈꥷ롱결뱳ꝩ껄ꩇꪺ볐엜뚵ꅁ꣼듺맯꧳뱳ꝩꪺ뭻ꪾ땻ꯗꅂ쇊뙒띎Ꙗ떥ꅁꙢꖻ곣ꡳ꒤ꣃꖼ룔닓놴끑ꅁ걇꒴땍귈녯ꕛꕈ뿅뙱ꅃ 4.맪엧뱳ꝩ꿊ꕆ궵볖ꅇ결ꑆ슲꓆곣ꡳ엜뚵뭐맪엧덗볒ꅁꖻ곣ꡳꣃꖼ녎궵볖ꙃ결맪엧엜뚵꒧ꑀꅁ껚뻚덜Ꙩ곣ꡳ엣ꗜꅁ궵볖걏뱳ꝩ껄ꩇ랥ꑪꪺ뛊꓆ꙝ꿀ꅁꙝꚹꖻ곣ꡳ맪엧뱳ꝩꪺ뱳ꝩ껄ꩇ삳꒣굙띦끴궵볖껉꣓녯ꚳ껄ꩇꅃ 5.뛈ꓱ룻ꖭ궱둃엩뭐뫴룴둃엩ꅇꗑ꧳룳둃엩ꪺꓱ룻ꪧ쒳룻ꑪꅁ룻꿊ꕆꓱ룻냲슦ꅁꙝꚹ뛈뿯뻜ꑆꖭ궱뭐뫴룴꣢뫘둃엩Ꝁꓱ룻ꅁ뭐ꖭ궱둃엩곛룻ꅁ륱뗸뱳ꝩꕇꟳ꿠뭐뫴룴뱳ꝩ곛별ꅁꙝ결꣢ꪺ냊땥껄ꩇ뎣곛럭낪ꅁ뱳ꝩ껄ꩇ녅낪녅ꝃꅁꪧ쒳뚡땓ꑪꅁꟳ꣣곣ꡳ믹귈ꅃ 6.ꖻ곣ꡳ꒤맪엧ꗎ쁗뱥낪꧳ꑀ꿫뫴룴덴ꯗꅁ뭐맪믚ꪬꩰ꒣닅ꅇꗑ꧳ꖻ곣ꡳ꣏ꗎ껕뛩뻇덎뫴룴맪걉뫴룴뱳ꝩꪺ벽꧱ꅁ냊땥껄ꩇꪺꝥ뉻룻결ꖿ녠ꅁꕩ꿠늤Ꟗ꧳ꑀ꿫ꗁ늳꣏ꗎ벷놵ꑗ뫴ꪺ덴ꯗꅁꙝꚹ룻꒣닅뉻맪ꪬꩰꅁꖻ곣ꡳ떲ꩇꙢ쏾뇀ꗧ믝굮ꩠ띎ꅃ 닄꒭론?ꯡ쓲곣ꡳꯘ쒳 냲꧳ꖻ곣ꡳ꣼덜Ꙩ궭꣮ꅁꙝꚹ뒣ꕘꕈꑕ둘뚵곣ꡳꯘ쒳ꅁ꣑ꯡ쓲곣ꡳ냑ꛒꅇ 1.ꕛꑊ꣤ꕌꪺ곣ꡳ엜볆ꅇꗑ꧳ꖻ곣ꡳ땯뉻뱳ꝩ뙄ꡄ뭐늣ꭾ꽁ꑊꣃ꒣걏ꕄ굮뱶암뱳ꝩ껄ꩇꪺꙝ꿀ꅁꙝꚹꯘ쒳ꯡ쓲곣ꡳ궫띳샋끑귈녯곣ꡳꪺ엜뚵ꅁꑝ덜라ꚳꟳꙨꪺ곣ꡳ땯뉻ꅃ 2.꣤ꕌ룳둃엩ꓱ룻ꪺ곣ꡳꅇꯘ쒳낣ꑆꓱ룻ꖭ궱둃엩뭐뫴룴둃엩ꕾꅁꥼꕩ뙩ꛦ륱뗸뱳ꝩ뭐뫴룴뱳ꝩꪺ뱳ꝩ떦늤곣ꡳꅃ 3.뉖Ꙙꚡ뙄ꡄꪺꕩ꿠ꅇꗘꭥꖫ궱ꑗ뱳ꝩꑪꙨ뇄꣺뉺꧊뭐띐꧊뙄ꡄ뉖Ꙙ덝군ꪺꓨꚡꅁꙝꚹꯘ쒳ꯡ쓲곣ꡳꕩ녎뉖Ꙙꚡ뙄ꡄꛒ뱻결ꑀꕄ굮왛맮엜뚵ꅃ 9 5
4.ꟳꙨꪺ귓ꑈ꽓뷨엜뚵ꅇꖻ곣ꡳ뛈놴끑꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꡃꓫꕩꓤ끴꧒녯ꅂꗾ뉹룪끔뫴꿠ꑏꛛꥷꅂ뭻ꪾ궷껦떥뚵ꗘꅁꖼꛒ뱻ꪺ엜뚵ꥼꚳ덜Ꙩꅁ꣒꙰뇐굉뒺ꅂ맯끔꺧꽁ꑊꪺ땻ꯗ떥떥ꅃ 96
냑ꛒꓥ쑭 ꒤ꓥ뎡꓀ ꓨ곃곂ꅝ1999ꅞꅁ뫴룴ꛦ빐롧샧떦늤꒧꓀꩒ꅁ뒺ꓥ덎뻇끼뻇돸ꅇ9ꅇ3ꅁpp. 19-24 ꓨ쓵ꗍꅝ1984ꅞꅁ뛇벽귬뉺ꅁꕸꕟꅇꑔꗁ껑ꞽ ꓽ몳귵ꅝ1998ꅞ,ꗾ뉹룪끔뫴꒧둃엩꽓꧊맯뵵ꑗ쇊뙒띎맏ꪺ뱶암ꇐ껸뙏꽁ꑊꮬ멁뭐ꪾ쒱궷쁉ꑺ쉚껄ꩇ꒧놴끑ꅁ꒸뒼ꑪ뻇뫞뉺곣ꡳ꧒뫓ꑨ뷗ꓥ ꗦ덱뎡닎군덂ꅝ1998ꅞꅁꗁ늳꣏ꗎ뫴믚뫴룴ꪬꩰ뷕걤돸ꝩꅁp. 26 ꚶ뻥ꦯꅝ1997ꅞꅁ뉺꧊띐꧊뙄ꡄꓨꚡꙢ꒣Ꙑ늣ꭾ꽁ꑊ땻ꯗꑕꪺꓱ룻뱳ꝩ껄ꩇꅁꗦ덱ꑪ뻇뫞뉺곬뻇곣ꡳ꧒뫓ꑨ뷗ꓥ Ꝥꓟꅝ1996ꅞ,둃엩꽓꧊맯뮡ꩁ껄ꩇ꒧뱶암ꇐWWW둃엩꒧맪엧ꯇ곣ꡳꅁ꒤ꖡꑪ뻇룪끔뫞뉺뻇꡴뫓ꑨ뷗ꓥ Ꝥ꺦곂ꅝ2000ꅞꅁ룪떦라륷꛴ꉷ2000꙾ꕸ왗뫴룴뱳ꝩꖫ돵녎ꚨ궿볆ꕈꑗꚨꅁPC Home륱뢣돸ꅁ Ꝧ꒹꒤ꅝ1999ꅞꅁ꒬냊ꚡꙨ둃엩ꪺ꽓꧊맯꧳뱳ꝩ믹귈ꅂ뱳ꝩ멁ꯗꅂꭾ땐멁ꯗꕈ쇊뙒띎쑀ꪺ뱶암ꅁꚨꕜꑪ뻇ꗸ띾뫞뉺곣ꡳ꧒뫓ꑨ뷗ꓥ Ꟶ뮷ꅝ1996ꅞꅁ끔꺧꽁ꑊꅂ뱳ꝩꕄꕩꭈꯗꅂ뱳ꝩ뙄ꡄꓨꚡ뭐뱳ꝩ랾덱껄ꩇ쏶ꭙ꒧곣ꡳꅁꗦ덱ꑪ뻇뫞뉺곬뻇곣ꡳ꧒뫓ꑨ뷗ꓥ Ꟶ과뗘떥쒶ꅝ1998ꅞꅁEarl Babbie뗛ꅁꫀ라곬뻇곣ꡳꓨꩫꑕꕕꅁꕸꕟꅇ껉굞ꕘꪩꫀꅁ p. 668 ꢦ뚮뱺ꅝ1995ꅞꅁ룪끔ꝥ뉻ꓨꚡ맯뫴룴ꛦ빐뱳ꝩ껄ꩇ꒧곣ꡳꇐꕈ맪엧ꩫ놴끑WWW뫴룴쇊ꪫ놡맒ꅁ꒤ꖡꑪ뻇룪끔뫞뉺뻇꡴뫓ꑨ뷗ꓥ ꥐ첰ꝑ쒶ꅝ1998ꅞꅁRobbin ZeffꅂBrad Aronson뗛ꅝ1997ꅞꅁ뱳ꝩanytime--뫴믚뫴룴뱳ꝩꅁꕸꕟꅇꥍ뫓ꕘꪩꫀ ꩌ곂ꙭꅝ2000/1/4ꅞꅁ뫴룴뱳ꝩꖫ돵ꕨ꙾궿뱗ꅁꑵ냓껉돸ꅁ룪끔곬ꪩ ꫴ뷷쁳ꅝ2000/6/23ꅞꅁ뫴룴ꑈꑦ뽅뱗뱳ꝩ붴꭫땯깩ꅁꑵ냓껉돸ꅁ냪믚띳뭄ꪩ ꫴꅝ1997ꅞꅁꪾꑶꪾꦼ뷍뫴룴뱳ꝩꪺ궭꣮ꅁ뱳ꝩ싸뭸ꅇ79 꾬믱ꦣꅝ1995ꅞꅁꅵ뱳ꝩ띐꧊뙄ꡄ떦늤ꅶ꒧떦늤꓀꩒ꅁ뱳ꝩ뻇곣ꡳꅇ5 꾬믱ꦣꅝ1998ꅞꅁ뱳ꝩ떦늤꒧놴곣-꡴닎ꯘ멣왛쉉ꅁ뱳ꝩ뻇곣ꡳꅇ10 꿕뱹럧ꅝ1998ꅞꅁWWW꒬냊뱳ꝩ껄ꩇ꒧곣ꡳꅁ걆ꩶꑪ뻇ꗸ띾뫞뉺곣ꡳ꧒돕ꑨ뷗ꓥ 녩ꞻ랽ꅝ1999ꅞꅁ뫴믚뫴룴ꛦ빐뭐뱳ꝩ볩걹ꕈ뛇닎돸띾꧒꣼뷄삻뭐꣤ꙝ삳떦늤ꅁ1999닄ꑀꦡ뛇벽뭐곬곣끑라뷗ꓥꅁꗦ덱ꑪ뻇뛇벽곣ꡳ꧒ 녩ꟓ껛ꅝ1989ꅞꅁ뱳ꝩ뙄ꡄꓨꚡ맯껸뙏멁ꯗ뱶암꒧곣ꡳꅁ꒤귬ꑪ뻇ꗸ띾뫞뉺곣ꡳ꧒뫓ꑨ뷗ꓥ 녩궧붫ꅝ1997ꅞꅁ륱ꑬ돸땯깩뭐꣏ꗎ꒧놴끑ꅁꑪ뻇맏껑쁝ꅇ1-4 9 7
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뿽 뿽ꑀꅇ맪엧냝ꣷ 1.ꭥ듺냝ꣷꅇ늣ꭾ꽁ꑊꯗꪺ뷕걤 뿋띒ꪺ꣼던ꅇ 녺ꙮꅁ걏꒤ꑳꑪ뻇뛇벽뫞뉺곣ꡳ꧒ꪺ뻇ꗍꅁ쇂쇂녺ꛊꚣ꒧꒤ꧢꭥ꣓놵꣼ꖻꑈꪺ냝ꣷ뷕걤ꅃꖻ맪엧ꪺ덝군ꗘꪺꙢ꧳ꑆ룑껸뙏맯꧳늣ꭾ꽁ꑊꪺ곝ꩫꅁꕈ꣑Ꝁ벶뱧뫓ꑨ뷗ꓥ껉ꪺ꓀꩒뭐냑ꛒꅁ뷐녺굀ꓟ뛱뱧ꅃ ꖻ냝ꣷꪺ떲ꩇ뛈꣑Ꝁ뻇덎곣ꡳꗎ덾ꅁ뷐녺ꙷꓟꝀ떪ꅁꙁꑀꚸ쇂쇂녺ꅉ 띱꾬 롕꙰띎 냪ꗟ꒤ꑳꑪ뻇뛇벽뫞뉺곣ꡳ꧒ †††††††††뻉뇐뇂ꅇ뇧ꥷ볪 돕ꑨ †††††††††곣 ꡳ ꗍꅇꑂ랽ꞻ †††††††띱ꑗ 1.ꑧꕱ쓑ꕝ 궫굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꚳ뷬ꪺ * 쏶ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣쏶ꪺ ꕏꑈ뾳뻄ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꕏꑈ뾳뻄ꪺ 맯뉀때띎롱ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 맯띎롱궫ꑪꪺ * Ꝭꓞꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꝭꓞꪺ ꯜ겯ꗘꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ녥ꭕꪺ ꡓꚳ믹귈ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ곃뙑ꪺ * ꯜꙢ띎ꭾ땐ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꙣ띎ꭾ땐ꪺ ꖲ굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꖲ굮ꪺ 2. ꓢ뻷뢹 궫굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꚳ뷬ꪺ * 쏶ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣쏶ꪺ ꕏꑈ뾳뻄ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꕏꑈ뾳뻄ꪺ 맯뉀때띎롱ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 맯띎롱궫ꑪꪺ * Ꝭꓞꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꝭꓞꪺ ꯜ겯ꗘꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ녥ꭕꪺ 102
ꡓꚳ믹귈ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ곃뙑ꪺ * ꯜꙢ띎ꭾ땐ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꙣ띎ꭾ땐ꪺꅝuninvolvingꅞ ꖲ굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꖲ굮ꪺ 3. ꡔꢮ 궫굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꚳ뷬ꪺ * 쏶ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣쏶ꪺ ꕏꑈ뾳뻄ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꕏꑈ뾳뻄ꪺ 맯뉀때띎롱ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 맯띎롱궫ꑪꪺ * Ꝭꓞꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꝭꓞꪺ ꯜ겯ꗘꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ녥ꭕꪺ ꡓꚳ믹귈ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ곃뙑ꪺ * ꯜꙢ띎ꭾ땐ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꙣ띎ꭾ땐ꪺꅝuninvolvingꅞ ꖲ굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꖲ굮ꪺ 4. 뫻ꕌꥒ 궫굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꚳ뷬ꪺ * 쏶ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣쏶ꪺ ꕏꑈ뾳뻄ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꕏꑈ뾳뻄ꪺ 맯뉀때띎롱ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 맯띎롱궫ꑪꪺ * Ꝭꓞꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꝭꓞꪺ ꯜ겯ꗘꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ녥ꭕꪺ ꡓꚳ믹귈ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ곃뙑ꪺ * ꯜꙢ띎ꭾ땐ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꙣ띎ꭾ땐ꪺꅝuninvolvingꅞ ꖲ굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꖲ굮ꪺ 5. ꑈ맘ꭏ쁉 궫굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꚳ뷬ꪺ * 쏶ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣쏶ꪺ ꕏꑈ뾳뻄ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꕏꑈ뾳뻄ꪺ 맯뉀때띎롱ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 맯띎롱궫ꑪꪺ * Ꝭꓞꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꝭꓞꪺ ꯜ겯ꗘꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ녥ꭕꪺ ꡓꚳ믹귈ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꯜ곃뙑ꪺ * ꯜꙢ띎ꭾ땐ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣Ꙣ띎ꭾ땐ꪺꅝuninvolvingꅞ ꖲ굮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꒣ꖲ굮ꪺ 닄ꑇ뎡꓀ꅇ귓ꑈ냲ꖻ룪껆 10 3
1.꧊†ꝏꅇꆼꡫ†ꆼꑫ 2.뻇쑹ꢭ꓀ꅇꆼꑀ꿫ꗍꅝfull-time studentꅞ?ꆼꙢ슾ꗍ? 3.꙾†꿅ꅇꆼꑀ꙾꿅?ꆼꑇ꙾꿅? 4.녺ꡃ귓ꓫꕩꓤ끴ꪺꗍ겡뙏ꅝꝴ륳ꗎꅞꑪ곹걏ꅇ 5000꒸ꕈꑕ?ꆼ5001-10000꒸?ꆼ10001-15000꒸?ꆼ15001-20000꒸ ꆼ20001꒸ꕈꑗ 104
2.ꖿꚡ맪엧냝ꣷ 뿋띒ꪺ꣼던ꅇ 녺ꙮꅁ걏꒤ꑳꑪ뻇뛇벽뫞뉺곣ꡳ꧒ꪺ뻇ꗍꅁ쇂쇂녺ꛊꚣ꒧꒤ꧢꭥ꣓놵꣼ꖻꑈꪺ맪엧뭐냝ꣷ뷕걤ꅃꖻ맪엧ꪺ덝군ꗘꪺꙢ꧳ꑆ룑껸뙏맯꧳뱳ꝩꪺ곝ꩫꅁ꣑벶뱧뫓ꑨ뷗ꓥ껉ꪺ꓀꩒뭐냑ꛒꅃ ꖻ냝ꣷꙀ꓀결ꕼ귓뎡꓀ꅁ떲ꩇ뛈꣑Ꝁ뻇덎곣ꡳꗎ덾ꅁ뷐녺ꙷꓟꝀ떪ꅉ 띱꾬 롕꙰띎 냪ꗟ꒤ꑳꑪ뻇뛇벽뫞뉺곣ꡳ꧒ †††††††? 뻉뇐뇂ꅇ뇧ꥷ볪 돕ꑨ †††††††? 곣 ꡳ ꗍꅇꑂ랽ꞻ 띱ꑗ 닄ꑀ뎡꓀ 녺걏ꝟꙢꙕ뫘놡ꩰꑕ꯴던뫴꾸ꅈꚳ껉귔걏결ꑆ꽓ꥷꪺ믝굮ꅁꚳ껉귔ꭨ뉀때꽓ꥷꗘꪺꅃꖻ뎡꓀ꪺ냝썄룕맏끷맯녺Ꙣꗾ뉹룪끔뫴ꑗ쉳쓽뫴꾸ꪺ귓ꑈ롧엧뙩ꛦ뷕걤ꅁ뷐ꗽ끷맯ꡃ귓놡ꩰ뿯ꅵ걏ꅶꅵꝟꅶꅃ꙰ꩇꞹꗾꡓꚳꭈꓟꅁ뷐ꪽ놵냩뿯ꅵꝟꅶꅆ꙰ꩇ떪껗결걏ꅁ뷐ꗽ냩뿯ꅵ걏ꅶ꒧ꯡꅁꙁ녱1~10꒤뿯ꕘꑀ귓볆꙲꣓ꕎꫭꛛꭈꪺ땻ꯗꅁꙢ쓦꒤ꖴ냩ꝙꕩꅃ ꣒꙰ꅇ ꚳꑀ쉉ꭈꓟꚳ꒤ꯗꭈꓟꚳ낪ꯗꭈꓟ 1.꙰ꩇꙢꑀ뙽ꥬ껉ꚳꑈꕩꕈ뇐꣏ꗎ 걏 1 2 3 4 5 6 7 8 9 10 덯귓뫴꾸ꅁ둎꿠쉳쓽꣏ꗎꖦꅃ ꝟ 2.꙰ꩇꙢ덽뫴꾸껉륊꣬ꑆ냝썄ꅁꚳꑈ 걏 1 2 3 4 5 6 7 8 9 10 꿠냷산ꚣꅁ둎꿠쉳쓽꣏ꗎꖦꅃ ꝟ ꚳꑀ쉉ꭈꓟꚳ꒤ꯗꭈꓟꚳ낪ꯗꭈꓟ 1. ꙰ꩇꙢꑀ뙽ꥬ껉ꚳꑈꕩꕈ뇐꣏ꗎ 걏 1 2 3 4 5 6 7 8 9 10 덯귓뫴꾸ꅁ둎꿠쉳쓽꣏ꗎꖦꅃ ꝟ 2. ꙰ꩇꙢ덽뫴꾸껉륊꣬ꑆ냝썄ꅁꚳꑈ 걏 1 2 3 4 5 6 7 8 9 10 꿠냷산ꚣꅁ둎꿠쉳쓽꣏ꗎꖦꅃ ꝟ 10 5
3.꙰ꩇꙢ귨뙽ꥬꪺ껉귔ꅁꚳꑈ슲늤ꗜ 걏 1 2 3 4 5 6 7 8 9 10 뵤륌뫴꾸ꪺ꣏ꗎꓨꚡ떹곝ꅁ둎 ꝟ 꿠ꛛꛦ쉳쓽뭐꣏ꗎꖦꅃ 4.꙰ꩇ뒿롧얪륌쏶꧳덯귓뫴꾸ꪺ꒶ 걏 1 2 3 4 5 6 7 8 9 10 닐뭐꣏ꗎ뮡ꧺꅁ둎꿠ꛛꛦ쉳쓽 ꝟ ꣏ꗎꖦꅃ 5.꙰ꩇ뫴꾸ꑗꚳ룑뮡ꪺꕜ꿠뮲ꝕ쉳 걏 1 2 3 4 5 6 7 8 9 10 쓽ꪺꑵ꣣ꅁ둎꿠ꛛꛦ쉳쓽뭐꣏ꗎ ꝟ ꖦꅃ 6.맯꧳ꡓꕨ륌ꪺ뫴꾸ꅁꕵ굮곝륌ꝏꑈ 걏 1 2 3 4 5 6 7 8 9 10 쉳쓽뭐꣏ꗎꅁ둎꿠ꛛꛦ쉳쓽꣏ ꝟ ꗎꖦꅃ 7.꙰ꩇꚳꯜꕒ룎ꪺ껉뚡ꙮ엽ꕨ놴꿁 걏 1 2 3 4 5 6 7 8 9 10 덯뫴꾸ꅁ둎꿠ꛛꛦ쉳쓽꣏ꗎ ꝟ ꖦꅃ 8.ꝙ꣏ꢭ쏤ꡓꚳꑈ뇐ꅁ쇙걏ꪾ 걏 1 2 3 4 5 6 7 8 9 10 륄룓꙰꛳쉳쓽꣏ꗎ덯귓뫴꾸꣬ ꝟ 굮ꪺꩆꛨꅃ 9.꙰ꩇꕈꭥꚳ냑왛륌쏾뫴꾸ꪺ롧 걏 1 2 3 4 5 6 7 8 9 10 엧ꅁ둎꿠ꛛꛦ쉳쓽뭐꣏ꗎ덯귓띳 ꝟ 뫴꾸ꅃ 10. ꙰ꩇ녱꣓ꡓꚳꑗ륌덯귓뫴꾸ꅁ 걏 1 2 3 4 5 6 7 8 9 10 쇙걏ꕩꕈꛛꑶ쉳쓽꣏ꗎꖦꅃ ꝟ 닄ꑇ뎡꓀ 귓ꑈ냲ꖻ룪껆 1. ꧊†ꝏꅇꆼꡫ†ꆼꑫ 2. ꙾ 쓖ꅇꆼ15-20랳 ꆼ21-25랳 ꆼ26-30랳 ꆼ31-35랳 ꆼ36-40랳 ꆼ41-45랳 ꆼ46-50랳 ꆼ51랳ꕈꑗ 3. 뇐땻ꯗꅇꆼꑰ뻇ꅝꝴꕈꑕꅞ ꆼ냪ꅂꫬ꒤ ꆼ낪꒤슾 ꆼꑪ녍 ꆼ곣ꡳ꧒ 4. 녺ꡃ귓ꓫꕩꓤ끴ꪺ륳ꗎꑪ곹걏ꅇ 106
ꆼ5000꒸ꕈꑕ?ꆼ5001-10000꒸?ꆼ10001-15000꒸?ꆼ15001-20000꒸ ꆼ20001꒸ꕈꑗ ꭄ녠꒣뒶ꭄ녠 Ꙑ띎덱Ꙑ띎닄ꑔ뎡꓀?뭻ꪾ궷껦 ꅝ1ꅞ돟앷낵ꯜꙨꯤꛒ…………………………….…..ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꅝ2ꅞ꒣라끫쇗믝굮Ꝁ뉠ꯗꯤꛒꪺꪬꩰ……..…….....ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꅝ3ꅞ돟앷뷆싸ꪺ냝썄ꅁ돓륌꧳슲돦ꪺ냝썄….……..ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꅝ4ꅞ뭐ꢺ꒣ꓓ믝굮ꯤꛒꪺ놡ꓱ룻끟꣓ꅁ맧쑀Ꝁ라걄뻔ꯤꛒ꿠ꑏꪺ놡……………………………………….……..ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꅝ5ꅞ꒣돟앷ꫡꓓꪺ껉뚡룲ꓟꑏꕨꯤꛒ걙ꗳꅃ…………………………………………..……..ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꅝ6ꅞ곛ꭈ맯ꑈꪺꪽ쒱Ꙍ뙈………………….……..ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꅝ7ꅞꞹꗾ곛ꭈꪺ륷띐………………………….…..ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꅝ8ꅞ맯ꑈꪺ닄ꑀꙌ뙈덱녠뎣걏맯ꪺ………….……..ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꅝ9ꅞ덱녠라곛ꭈꪺꪽ쒱ꅁ꣓ꡍꥷ걏ꝟ굮ꭈꗴ걙귓ꑈ……………………………………………..…….ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꅝ10ꅞ?꿠맮쒱ꕘ걙귓ꑈ걏낵맯쇙걏낵뿹ꅁ뮡꒣ꑗ꣓결꒰믲…………….……………………………………..ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 놵ꑕ꣓뷐ꗽ놵꣼맪엧ꗜ곝륌맪엧뱳ꝩꯡꅁꙁ뙩ꑊ닄ꕼ뎡꓀냝ꣷꅁ쇂쇂ꅉ 닄ꕼ뎡꓀ꅇ뱳ꝩ멁ꯗ뭐ꭾ땐멁ꯗ ꖻ뎡꓀ꚳꕼ닕뱳ꝩ뭐ꭾ땐멁ꯗ냝ꣷꅁ뷐놵꣼맪엧ꗜꅁꡃ곝ꞹꑀꭨꖭ궱뫴룴뱳ꝩꯡꅁ뛱뱧ꑀ닕뱳ꝩ뭐ꭾ땐멁ꯗ냝ꣷꅁꚹ쏾뇀ꅁꙀ뛱ꞹꕼ닕냝ꣷ결ꓮꅁ쇂쇂ꅃ 뗹ꅇꖭ궱뱳ꝩ녎ꗑ맪엧ꪽ놵깩ꗜ떹녺왛곝ꅁ뫴룴뱳ꝩꭨ뷐놵꣼맪엧ꙷ뇆륱뢣왛뷠ꅃ ꅝꑀꅞ닄ꑀꭨ뱳ꝩa1/a2/a3?b1/b2/b3?c1/c2/c3?d1/d2/d3 10 7 ?
ꆷ 뱳ꝩ멁ꯗ 냝†썄ꅇ녺맯귨귨쉳쓽륌ꪺ뱳ꝩ늣ꗍꪺ멁ꯗ띑ꩫ걏꒰믲ꥏꅈ 뛱떪ꓨꚡꅇ덯귓뎡ꗷꕝꝴꑃ닕깥뗼ꅁꡃꑀ닕깥뗼뎣ꚳꑃ귓ꓘꯗꅁ떪껗ꡓꚳ떴맯ꪺ맯뭐뿹ꅁ뷐뻌녺ꕄ왛꓄뿯ꝙꕩꅃ 곝ꞹꑆ덯귓뱳ꝩꅁ쒱녯ꅇ 1. ꒣Ꝭꓞꑈꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ Ꝭꓞꑈꪺ 2. 깴ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪺ 3. Ꝣꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꗍ냊ꪺ 4. ꒣ꕏꑈꓟ냊ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈꓟ냊ꪺ 5. ꒣ꕏꑈ둲꺮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈ둲꺮ꪺ 6. ꛕꗘꑀ띳ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꡉ둥ꪺ * 7. ꒣ꙮꪱꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪱꪺ ꆷ ꭾ땐멁ꯗ 냝†썄ꅇ녺맯귨귨쉳쓽륌ꪺ늣ꭾꭾ땐늣ꗍꪺ멁ꯗ띑ꩫ걏꒰믲ꥏꅈ 뛱떪ꓨꚡꅇ덯귓뎡ꗷꕝꝴꑔ닕깥뗼ꅁꡃꑀ닕깥뗼뎣ꚳꑃ귓ꓘꯗꅁ떪껗ꡓꚳ떴맯ꪺ맯뭐뿹ꅁ뷐뻌녺ꕄ왛꣓꓄뿯ꝙꕩꅃ 덯ꭨ뱳ꝩ꒤ꪺ늣ꭾꭾ땐떹ꪺ띐쒱걏ꅇ 1. 깴ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪺ 2. ꖿ궱ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 굴궱ꪺ * 3. ꒣ꕏꑈ돟띒ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈ돟띒ꪺ ꭄ녠꒣뒶Ꙑ띎ꭄ녠ꆷ?뱳ꝩ뙄ꡄ 덱Ꙑ띎냝†썄ꅇꝁ쒱녯덯ꑀꭨ뱳ꝩꪺ뙄ꡄ꒺깥ꕄ굮걏꒰믲ꅈ 1.뉺꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ둹굺늣ꭾꪺꕜ꿠ꅂ닕ꚨꚨ꓀ꅂꭾ뷨떥.……ꆼ ꆼ ꆼ ꆼ ꆼ 108 ?
2.띐꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ뛇뮼ꑀ뫘껰꩞ꅂ놡뫼ꅂ뭐띐쒱……….……ꆼ ꆼ ꆼ ꆼ ꆼ ꅝꑇꅞ닄ꑇꭨ뱳ꝩa1/a2/a3?b1/b2/b3?c1/c2/c3?d1/d2/d3 ꆷ 뱳ꝩ멁ꯗ 냝†썄ꅇ녺맯귨귨쉳쓽륌ꪺ뱳ꝩ늣ꗍꪺ멁ꯗ띑ꩫ걏꒰믲ꥏꅈ 뛱떪ꓨꚡꅇ덯귓뎡ꗷꕝꝴꑃ닕깥뗼ꅁꡃꑀ닕깥뗼뎣ꚳꑃ귓ꓘꯗꅁ떪껗ꡓꚳ떴맯ꪺ맯뭐뿹ꅁ뷐뻌녺ꕄ왛꣓꓄뿯ꝙꕩꅃ 곝ꞹꑆ덯귓뱳ꝩꅁ쒱녯ꅇ 1. ꒣Ꝭꓞꑈꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ Ꝭꓞꑈꪺ 2. 깴ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪺ 3. Ꝣꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꗍ냊ꪺ 4. ꒣ꕏꑈꓟ냊ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈꓟ냊ꪺ 5. ꒣ꕏꑈ둲꺮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈ둲꺮ꪺ 6. ꛕꗘꑀ띳ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꡉ둥ꪺ * 7. ꒣ꙮꪱꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪱꪺ ꆷ ꭾ땐멁ꯗ 냝†썄ꅇ녺맯귨귨쉳쓽륌ꪺ늣ꭾꭾ땐늣ꗍꪺ멁ꯗ띑ꩫ걏꒰믲ꥏꅈ 뛱떪ꓨꚡꅇ덯귓뎡ꗷꕝꝴꑔ닕깥뗼ꅁꡃꑀ닕깥뗼뎣ꚳꑃ귓ꓘꯗꅁ떪껗ꡓꚳ떴맯ꪺ맯뭐뿹ꅁ뷐뻌녺ꕄ왛꣓꓄뿯ꝙꕩꅃ 덯ꭨ뱳ꝩ꒤ꪺ늣ꭾꭾ땐떹ꪺ띐쒱걏ꅇ 1. 깴ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪺ 2. ꖿ궱ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 굴궱ꪺ * 3. ꒣ꕏꑈ돟띒ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈ돟띒ꪺ 10 9
ꭄ녠꒣뒶Ꙑ띎ꭄ녠ꆷ?뱳ꝩ뙄ꡄ 덱Ꙑ띎냝†썄ꅇꝁ쒱녯덯ꑀꭨ뱳ꝩꪺ뙄ꡄ꒺깥ꕄ굮걏꒰믲ꅈ 1.뉺꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ둹굺늣ꭾꪺꕜ꿠ꅂ닕ꚨꚨ꓀ꅂꭾ뷨떥.……ꆼ ꆼ ꆼ ꆼ ꆼ 2.띐꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ뛇뮼ꑀ뫘껰꩞ꅂ놡뫼ꅂ뭐띐쒱………….…ꆼ ꆼ ꆼ ꆼ ꆼ ꅝꑔꅞ닄ꑔꭨ뱳ꝩa1/a2/a3?b1/b2/b3?c1/c2/c3?d1/d2/d3 ꆷ 뱳ꝩ멁ꯗ 냝†썄ꅇ녺맯귨귨쉳쓽륌ꪺ뱳ꝩ늣ꗍꪺ멁ꯗ띑ꩫ걏꒰믲ꥏꅈ 뛱떪ꓨꚡꅇ덯귓뎡ꗷꕝꝴꑃ닕깥뗼ꅁꡃꑀ닕깥뗼뎣ꚳꑃ귓ꓘꯗꅁ떪껗ꡓꚳ떴맯ꪺ맯뭐뿹ꅁ뷐뻌녺ꕄ왛꣓꓄뿯ꝙꕩꅃ 곝ꞹꑆ덯귓뱳ꝩꅁ쒱녯ꅇ 1. ꒣Ꝭꓞꑈꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ Ꝭꓞꑈꪺ 2. 깴ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪺ 3. Ꝣꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꗍ냊ꪺ 4. ꒣ꕏꑈꓟ냊ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈꓟ냊ꪺ 5. ꒣ꕏꑈ둲꺮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈ둲꺮ꪺ 6. ꛕꗘꑀ띳ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꡉ둥ꪺ * 7. ꒣ꙮꪱꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪱꪺ ꆷ ꭾ땐멁ꯗ 냝†썄ꅇ녺맯귨귨쉳쓽륌ꪺ늣ꭾꭾ땐늣ꗍꪺ멁ꯗ띑ꩫ걏꒰믲ꥏꅈ 뛱떪ꓨꚡꅇ덯귓뎡ꗷꕝꝴꑔ닕깥뗼ꅁꡃꑀ닕깥뗼뎣ꚳꑃ귓ꓘꯗꅁ떪껗ꡓꚳ떴맯ꪺ맯뭐뿹ꅁ뷐뻌녺ꕄ왛꣓꓄뿯ꝙꕩꅃ 110 ?
덯ꭨ뱳ꝩ꒤ꪺ늣ꭾꭾ땐떹ꪺ띐쒱걏ꅇ 1. 깴ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪺ 2. ꖿ궱ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 굴궱ꪺ * 3. ꒣ꕏꑈ돟띒ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈ돟띒ꪺ ꭄ녠꒣Ꙑ뒶띎ꭄ녠ꆷ?뱳ꝩ뙄ꡄ 덱Ꙑ띎냝†썄ꅇꝁ쒱녯덯ꑀꭨ뱳ꝩꪺ뙄ꡄ꒺깥ꕄ굮걏꒰믲ꅈ 1.뉺꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ둹굺늣ꭾꪺꕜ꿠ꅂ닕ꚨꚨ꓀ꅂꭾ뷨떥.……ꆼ ꆼ ꆼ ꆼ ꆼ 2.띐꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ뛇뮼ꑀ뫘껰꩞ꅂ놡뫼ꅂ뭐띐쒱……….……ꆼ ꆼ ꆼ ꆼ ꆼ ꅝꕼꅞ닄ꕼꭨ뱳ꝩa1/a2/a3?b1/b2/b3?c1/c2/c3?d1/d2/d3 ꆷ 뱳ꝩ멁ꯗ 냝†썄ꅇ녺맯귨귨쉳쓽륌ꪺ뱳ꝩ늣ꗍꪺ멁ꯗ띑ꩫ걏꒰믲ꥏꅈ 뛱떪ꓨꚡꅇ덯귓뎡ꗷꕝꝴꑃ닕깥뗼ꅁꡃꑀ닕깥뗼뎣ꚳꑃ귓ꓘꯗꅁ떪껗ꡓꚳ떴맯ꪺ맯뭐뿹ꅁ뷐뻌녺ꕄ왛꣓꓄뿯ꝙꕩꅃ 곝ꞹꑆ덯귓뱳ꝩꅁ쒱녯ꅇ 1. ꒣Ꝭꓞꑈꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ Ꝭꓞꑈꪺ 2. 깴ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪺ 3. Ꝣꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꗍ냊ꪺ 4. ꒣ꕏꑈꓟ냊ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈꓟ냊ꪺ 5. ꒣ꕏꑈ둲꺮ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈ둲꺮ꪺ 6. ꛕꗘꑀ띳ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꡉ둥ꪺ * 7. ꒣ꙮꪱꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪱꪺ 11 1 ?
ꆷ ꭾ땐멁ꯗ 냝†썄ꅇ녺맯귨귨쉳쓽륌ꪺ늣ꭾꭾ땐늣ꗍꪺ멁ꯗ띑ꩫ걏꒰믲ꥏꅈ 뛱떪ꓨꚡꅇ덯귓뎡ꗷꕝꝴꑔ닕깥뗼ꅁꡃꑀ닕깥뗼뎣ꚳꑃ귓ꓘꯗꅁ떪껗ꡓꚳ떴맯ꪺ맯뭐뿹ꅁ뷐뻌녺ꕄ왛꣓꓄뿯ꝙꕩꅃ 덯ꭨ뱳ꝩ꒤ꪺ늣ꭾꭾ땐떹ꪺ띐쒱걏ꅇ 1. 깴ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꙮꪺ 2. ꖿ궱ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ 굴궱ꪺ * 3. ꒣ꕏꑈ돟띒ꪺ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꆼ ꕏꑈ돟띒ꪺ ꭄ녠꒣뒶Ꙑ띎ꭄ녠ꆷ?뱳ꝩ뙄ꡄ 덱Ꙑ띎냝†썄ꅇꝁ쒱녯덯ꑀꭨ뱳ꝩꪺ뙄ꡄ꒺깥ꕄ굮걏꒰믲ꅈ 3.뉺꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ둹굺늣ꭾꪺꕜ꿠ꅂ닕ꚨꚨ꓀ꅂꭾ뷨떥.……ꆼ ꆼ ꆼ ꆼ ꆼ 4.띐꧊ꪺꅇ뱳ꝩ꒤ꕄ굮Ꙣ뛇뮼ꕘꑀ뫘껰꩞ꅂ놡뫼ꅂ뭐띐쒱…….……ꆼ ꆼ ꆼ ꆼ ꆼ ꖻ냝ꣷ꣬ꚹ떲ꟴꅁ뷐냈ꖲꙁꝀꑀꚸ샋걤ꅁ뵔ꥷ꧒ꚳ냝썄뎣ꑷ뛱뱧ꞹ늦ꅃ 쇂쇂녺ꪺ뛱떪ꅉ 112 ?
뿽ꑇꅇ맪엧뱳ꝩ 뿋띒ꪺ꣼던ꅇ 녺ꙮꅁ 놵ꑕ꣓굮뷐녺뛱뱧ꖻ냝ꣷꪺ닄ꕼ뎡꓀ꅁ덯ꑝ걏ꖻ냝ꣷꪺ돌ꯡꑀ뎡ꗷꅃꙁꚸ띐쇂녺ꪺ굀ꓟ뛱뱧ꅉ 닄ꕼ뎡꓀녎쇜뷐녺ꣳꝕ왛뷠ꕼꭨ뱳ꝩꅁ맪엧ꪺꓨꚡ굮뷐녺ꑀ궱곝뱳ꝩꑀ궱뛱뱧ꖻ냝ꣷꅃ ꖻ맪엧뱳ꝩ셠Ꙁꚳꑔ뫘쏾ꮬꅁꙢꡃꑀ뫘쏾ꮬ꒤곒ꚳꕼꭨ뱳ꝩꅃꅝ룔ꢣ꙰궶꦳ꅞ ꒣륌ꅁ뷐녺꽤띎ꪺ걏ꅁꡃꑀꛬ꣼던셠Ꙁ뛈믝왛뷠ꕼꭨ뱳ꝩꝙꕩꅃ ꙝꚹꅁ맪엧륌땻꒤뷐녺꓅ꛛꛦꗴ띎쉉뿯ꅁ쇂쇂녺ꪺ끴Ꙙꅃ ꣃ뷐꽤띎냝ꣷꑗꪺ볐ꗜꅁ뿯뻜믝굮왛뷠ꪺ뱳ꝩ쉉뿯뙩ꑊꝙꕩꅃ 놵ꑕ꣓ꅁ둎뷐녺놵꣼맪엧ꪺ뻉ꅁ뙽ꥬ뙩ꛦꖻ맪엧ꅃ 뷐ꩠ띎ꅁꖻ맪엧꒤ꪺ꧒ꚳ뫴룴뱳ꝩ뎣ꕩꕈ꣏ꗎ럆릫ꗴ띎쉉뿯ꅁ뙩ꑊ닄ꑇ뱨뫴궶ꅁ 뷐꣼던쁈띎듺룕ꅃ 띱꾬 롕꙰띎 ꒤ꑳꑪ뻇뛇벽뫞뉺곣ꡳ꧒ 뻉뇐뇂?뇧ꥷ볪돕ꑨ 곣ꡳꗍ†ꑂ랽ꞻ†?띱ꑗ 닄ꑀ쏾ꮬꅇ a1뱳ꝩ?b1뱳ꝩ?c1뱳ꝩ?d1뱳ꝩ 닄ꑇ쏾ꮬꅇ a2뱳ꝩ?b2뱳ꝩ?c2뱳ꝩ?d2뱳ꝩ 닄ꑔ쏾ꮬꅇ a3ꅂb3ꅂc3ꅂd3뱳ꝩ결ꖭ궱뱳ꝩꪩꖻꅁ굙녺녎왛뷠ꪺ뱳ꝩ쏾ꮬ쓝꧳ꚹ쏾ꮬꅁ 뷐굀ꓟ떥귔맪엧깩ꗜ떹녺왛뷠ꅁ쇂쇂녺ꪺ끴Ꙙꅉ 11 3
