安徽大学硕士学位论文产品危机事件中顾客感知风险对品牌资产的影响研究姓名：陶燕燕申请学位级别：硕士专业：企业管理指导教师：李开2010-04
햪 튪 뷼쓪살ꎬ쯦ퟅ뺭볃쮮욽ꆢ쿻럑쮮욽뗄죕틦쳡룟ꎬ쿻럑헟뗄럧쿕룐횪틢쪶뫍캬좨틢쪶폐쇋뫜듳뗄쳡룟ꎬ쿻럑헟뾪쪼풽살풽맘힢쫂맘ퟔ짭붡뾵뗄닺욷낲좫탅쾢ꎬ뛔닺욷훊솿튲쳡돶쇋룼룟뗄튪쟳ꆣ뛸폫듋춬쪱ꎬ볆쯣믺벼쫵ꆢ췸싧탅쾢뮯벼쫵뫍듳훚뒫쎽벼쫵뗄엮늪랢햹ꎬ쪹뗃웳튵탅쾢믡퓚뗚튻쪱볤쓚뒫능떽쿻럑헟뗄쫖훐ꎬ웤쪵ퟔ좻튲냼삨쿻럑헟룱췢맘힢뗄웳튵뗄뢺쏦탅쾢ꆣ헢킩웳튵뗄뢺쏦탅쾢튻떩엻슶ꎬ뻍믡틽랢쿻럑헟뗄좫쏦쿻럑뿖믅ꎬ떼훂닺욷캣믺ꆣ뛸룷랽쏦뗷닩쫽뻝풴쿔쪾ꎬ룟뇈샽뗄웳튵뚼뒦폚훐ꆢ룟캣믺ힴ첬ꆣ욷없닺쫇웳튵훘튪뗄컞탎닺ꎬ떫쫇웳튵뗄욷없닺럇뎣든죵ꎬ틲캪웳튵뗄욷없닺쫇붨솢퓚쿻럑헟뛔폚룃욷없뗄죏쪶뫍탅죎뗄믹뒡짏뗄ꎬ튻떩쿻럑헟믱좡떽쇋웳튵뗄뢺쏦탅쾢ꎬ쿻럑헟뗄욷없죏쪶뫍뛔욷없뗄탅죎뻍믡쯦횮랢짺뇤뮯ꆣ뫜뛠웳튵퓚닺욷캣믺쫂볾훐퓢쫜뻞듳쯰쪧ꎬ룼폐짵헟죧“죽승”욷없튻퇹뎹뗗쿻쪧ꎬ뺡맜폐튻킩욷없퓚뺭샺쇋닺욷캣믺쫂볾뫳쎻폐쿫“죽승”튻퇹쿻쪧ꎬ떫쫇웤컞탎닺폐쎻폐쫜떽훘뒴쓘ꎿ헫뛔헢튻컊쳢놾컄ꎬ놾컄듓쿻럑헟뗄룐횪럧쿕돶랢ꎬ살퇐뺿닺욷캣믺쫂볾뛔웳튵욷없닺뗄펰쿬ꆣ캪웳튵죧뫎풤럀뫍펦뛔닺욷캣믺쫂볾쳡돶쇋튻킩붨틩ꎬ쾣췻폐쯹웴랢뫍릱쿗ꆣ 놾컄쫗쿈뛔닺욷캣믺쫂볾ꆢ룐횪럧쿕ꆢ욷없닺벰웤횮볤뗄맘쾵뷸탐쇋퇐뺿ퟛ쫶ꎬ퓚잰죋퇐뺿뗄믹뒡짏헒떽쇋퇐뺿뗄쟐죫뗣ꎬ좻뫳폖뛔닺욷캣믺쫂볾ꆢ룐횪럧쿕뫍욷없닺뗄쿠맘룅쓮뷸탐쇋닻쫶ꆣퟮ뫳뛔닺욷캣믺쫂볾훐ꎬ맋뿍뗄룐횪럧쿕뛔웳튵욷없닺펰쿬뷸탐쇋쪵횤퇐뺿ꎬ퇐뺿뷡맻쿔쪾ꎺ룐횪럧쿕평닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕ꆢ탄샭럧쿕뫍짧믡럧쿕릹돉ꎻ욷없닺평욷없훒돏ꆢ룐횪훊솿ꆢ룐횪볛횵뫍맋뿍릺싲틢풸릹돉ꆣ닆컱럧쿕뛔욷없닺뗄죽룶캬뛈욷없훒돏ꆢ룐횪볛횵ꆢ릺싲틢풸듦퓚쿔훸뢺쏦펰쿬ꎻ릦쓜럧쿕뛔욷없닺뗄쯄룶캬뛈뻹듦퓚쿔훸뢺쏦펰쿬ꎻ낲좫럧쿕퓚웻뎵헢훐닺욷짏튲쿔뗃폈캪훘튪ꎻ뛸짧믡럧쿕뫍탄샭럧쿕뛔욷없닺룷캬뛈뗄펰쿬좴늻쫇뫜쿔훸뗄ꆣ 룹뻝쪵횤퇐뺿뗄뷡맻ꎬ놾싛컄쳡돶쇋쿠펦뗄웳튵풤럀뫍펦뛔닺욷캣믺쫂볾뗄펪쿺붨틩ꆣ놾컄붨틩붨틩웳튵펦룃붨솢붡좫훊솿맜샭믺훆ꎬ냼삨닺욷훊솿뫍럾컱 I
훊솿ꎬ틔듋살풤럀캣믺쫂볾뗄랢짺ꎻ웳튵뮹펦룃붨솢폐킧컈뚨뗄볛룱믺훆ꎬ닆컱럧쿕쫇쿻럑헟룐횪ퟮ쏷쿔뗄럧쿕횮튻ꎻ뫜뛠룐횪럧쿕뗄닺짺뚼쫇퓚탅쾢늻뛔돆뗄잰쳡쿂닺짺뗄ꎬ틲듋놾싛컄붨틩펦룃붨솢룼볓폐킧뗄탅쾢뒫능춾뺶ꎬ헢샯뗄탅쾢뒫능냼삨뛔쿻럑헟뗄ꆢ짧믡릫훚뗄뫍헾뢮랽쏦뗄ꎻퟮ뫳웳튵퓚닺욷캣믺쫂볾랢짺뫳ꎬ웳튵뿉틔춨맽쫂뫳뿘훆,훘헱뫍쳡짽웳튵뗄욷없탎쿳ꆣ 놾컄뗄뒴탂뗣쫇듓맋뿍룐횪럧쿕뗄뷇뛈첸닺욷캣믺쫂볾뛔욷없닺뗄펰쿬ꎬ헢퇹살럖컶뿉쫇쪹컒쏇쓜룼횱뷓뗄뾴떽웳튵욷없닺쫜펰쿬뗄풭틲ꎬ쫇맋뿍뗄컥훖룐횪럧쿕ꆣ퓙룹뻝쪵횤퇐뺿뗄뷡싛ꎬ쳡돶뗄펪쿺붨틩룼뻟폐헫뛔탔ꆣ놾컄닉폃맦랶퇐뺿뗄샭싛췆퇝폫쪵횤퇐뺿뗄쫽솿럖컶쿠뷡뫏뗄퇐뺿랽램ꎬ럡뢻쇋닺욷캣믺쫂볾ꆢ맋뿍룐횪럧쿕뫍욷없닺죽랽쏦뗄퇐뺿ꆣ 맘볼듊ꎺ닺욷캣믺쫂볾ꎻ맋뿍룐횪럧쿕ꎻ욷없닺 II
Abstract In recent years, with the economic and consumption level improving, consumer’s perception of risk awareness and rights have greatly increased, consumers have increasingly concerned about product safety which related to their healthꎬand they also pay more attention to product quality. At the same time, computer technology, information network technology and the rapid development of mass media technology, makes the information of the company spread to consumers rapidly. Those information include negative information of the company which consumers pay special attention to. Once these negative information being disclosed, consumers will fell panic, and it will lead to product crisis event. Lots of survey data show that a high proportion of enterprises are in Medium and high risk status. Brand equity is an important intangible asset, but the company's brand equity is very weak, as brand equity based on customers’ knowledge and trust of products, once consumers get the negative information of enterprise, consumers’ brand awareness and trust of the brand will be changed. Many enterprises in the product crisis suffered considerable damage, even worse, such as "Sanlu" brand completely disappeared, although some brands experienced product-crisis but didn’t disappeared as "Sanlu", but have these intangible assets been hit then? To solve this problem, this paper start from the consumer's perceived risk, to research the influence of products crisis on brand assets. This paper put forward to some suggestions hoping to inspire and do some contributions to prevents and respond to the product crisis. This article first elaborate literature review about product crisis, perceived risk, brand equity and the relationship between them, based on previous studies I have found a research opportunity. Then the paper interpretate the concepts of product crisis, perceived risk and brand equity. Finally, through empirical research to study the influence of products crisis on brand assets event. III
The results showed that: perceived risk include financial risk, functional risk, security risk, psychological risk and social risk; Brand equity include brand loyalty, perceived quality, perceived value and purchase intention, financial risk on the three dimensions of brand equity brand loyalty, perceived value, purchase intention significantly negative effect; performance risk on the four dimensions of brand equity, there were significant negative effects; functional risk, risk in the car that the product is especially important; and social risk and psychological risk to the dimensions of brand equity is not very significant. According to the results of empirical research, this paper puts forward the several suggestions to prevent and response enterprise crisis. This paper recommends that companies should establish and improve the quality management system, including product quality and service quality, in order to prevent crisis events. Companies should also establish effective and stable price system. Consumer’s perception of financial risk is one of the most significant risks. Perceived risk are generated most because of information asymmetry, so this paper propose that companies should make sure a more effective information dissemination. Dissemination of information, including consumers, the public and government. Innovation of this paper is the research perspective. The main point of this paper is that what really affect brand equity are five kinds of customer’s perceived risk. Then according to empirical research conclusions, this paper put forward several recommendations. In this paper use normative theory and quantitative analysis to research product crisis, customer perceived risk and brand equity. Key word: product crisis event; perceived risk; brand equity IV
뗚튻헂 탷 싛 뗚튻헂 탷 싛 튻ꆢ퇐뺿놳뺰벰틢틥 (튻)퇐뺿놳뺰 뷼쓪살ꎬ쯦ퟅ맺쏱뺭볃뗄뿬쯙랢햹ꎬ죋쏇뗄짺믮쮮욽뗃떽쇋벫듳뗄룄짆ꎬ쿻럑헟뛔쫂맘ퟔ짭붡뾵뗄닺욷낲좫탅쾢쿔뗃룱췢맘힢ꎬ뛔닺욷훊솿튲쳡돶쇋룼룟뗄튪쟳ꆣ폫듋춬쪱ꎬ볆쯣믺벼쫵ꆢ췸싧탅쾢뮯벼쫵뫍듳훚뒫쎽뗄엮늪랢햹ꎬ쪹뗃웳튵탅쾢믡퓚뗚튻쪱볤쓚뒫능떽쿻럑헟뗄쫖훐ꎬ웤훐떱좻냼삨웳튵닺욷훊솿컊쳢뗄탅쾢ꎬ늢쟒헢킩탅쾢쫇쿻럑헟룼볓맘힢뗄ꆣ웳튵폐맘닺욷훊솿낲좫뗄뢺쏦탅쾢엻슶믡틽랢쿻럑헟뗄좫쏦쿻럑뿖믅ꎬ떼훂닺욷캣믺ꎬ듓뛸펰쿬쿻럑헟쿻럑탐캪뗄룄뇤ꎬ튲룸웳튵랢햹듸살쇋뻞듳뗄쳴햽ꆣ맺쓚췢뫜뛠톧헟벰웳튵볒뗄퇐뺿돉맻뇭쏷ꎬ뛔닺욷캣믺뒦샭늻떱믡룸웳튵듸살뻞듳뗄쯰쪧ꆣ Boston릫쮾2000쓪뛔쫀뷧500잿웳튵뷸탐쇋튻듎쿮뗷퇐ꎬ80ꎥ뗄웳튵샏ퟜ죏캪닺욷캣믺쫂볾퓚웳튵훐욵랱랢짺ꆣ14ꎥ뗄웳튵돐죏퓸쏦쇙퇏훘캣믺뗄쳴햽[01]ꆣ맺쓚쇣뗣뗷닩2004쓪튲뛔뺩뮦솽뗘뗄웳튵뷸탐뗷닩ꎬ뎬맽50%놻럃웳튵뒦폚훐룟뛈캣믺ힴ첬횮훐ꆣ웤훐ꎥ뒦폚훐뛈캣믺ힴ첬ꎬꎥ뒦폚룟뛈캣믺ힴ첬ꎬ뷶폐 ꎥ뗄웳튵뒦폚튻냣캣믺ힴ첬ꆣ퓚쯹폐놻럃웳튵훐ꎬꎥ뗄웳튵퓸뺭샺맽믲헽퓚쏦쇙ퟅ뗄닺욷뫍럾컱캣믺뗄삧죅ꆣ죧듋룟뇈샽뗄웳튵뒦폚훐ꆢ룟캣[02]믺ힴ첬ꎬ웳튵닺욷캣믺쫂볾뗄욵랱랢짺뻍늻ퟣ캪웦쇋ꆣ ퟜ쯹훜횪ꎬ욷없닺쫇웳튵뗄훘튪닺ꆣ떫웳튵뗄욷없닺럇뎣든죵ꎬ틲캪욷없닺쫇붨솢퓚쿻럑헟뛔폚룃욷없횪쪶뗄죏횪뫍탅죎뗄믹뒡횮짏ꎬ튻떩쿻럑헟듓췢뷧쎽쳥믱뗃폐맘웳튵뗄뢺쏦탅쾢ꎬ쿻럑헟뛔폚웳튵욷없닺횪쪶뗄죏횪뫍탅죎뻍믡쯦횮랢짺뇤뮯ꆣ웳튵뛔폚쿻럑헟쯹믱뗃뗄탅쾢훐ꎬ뻸듳뛠쫽뚼쫇웳튵놾짭컞램뿘훆뫍룄뇤뗄ꆣ쎽쳥튻떩엻슶웳튵맘폚죎뫎닺욷캣믺쫂볾뗄쿻쾢ꎬ릫쮾뗄탎쿳벰짹폾뻍믡쯦횮닺짺펰쿬ꆣ쯦ퟅ쿻럑헟뛔닺욷믲럾컱훊솿튪쟳뗄늻뛏쳡룟뫍캬좨틢쪶뗄늻뛏퓶잿ꎬ좫짧믡뫍맣듳쎽쳥뛔닺욷캣믺쫂볾폺랢맘힢ꎬ풽살풽뛠뗄릫쮾돶쿖뗄닺욷캣믺쫂볾놻벰쪱웘맢ꎬ떼훂웳튵욷없닺볛횵뗄뻞듳쯰쪧ꆣ죧 “낲 1
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 믕뢷퇴뚾쓌럛쫂볾”ꆢ“SKꋲ몬잦솿뎬뇪쫂볾”ꆢ“뿉뿚뿉샖퓚얷훞뗄틻쇏욿컛좾쫂볾”ꆢ“맢쏷얣쓌뗄믘쫕쓌쫂볾”ꆢ“좸뎲쓌럛뗢뎬뇪쫂볾”ꆢ“룟슶뷠훂납쫂볾”뫍뷼웚쿻럑헟ퟮ캪맘힢뗄“럡쳯헙믘쫂볾”뗈닺욷캣믺쫂볾욵랢ꎬ펰쿬풽살풽듳ꆣ틲듋맘폚닺욷캣믺쫂볾뗄퇐뺿풽살풽돉캪맺쓚췢펪쿺볒뫍웳튵볒퇐뺿뗄죈뗣ꆣ뛸맺쓚닺욷캣믺쫂볾훐ꎬ펰쿬ퟮ듳뗄쒪맽폚“죽승쓌럛쫂볾”ꆣ뛌뛌벸룶퓂뗄쪱볤ꎬ튻룶훐맺맺쓚ퟮ듳뗄쓌럛짺닺웳튵ꎬ튻룶솬탸쪮컥쓪닺쿺솿뗚튻뗄쏻없웳튵뻍듋퓉실ꎬ뛸“컊쳢쓌럛”룸맣듳쿻럑헟듸살뗄펰쿬훁뷱믘쿫웰살죔죃죋탄폐폠볂ꆣꆣ“죽승쓌럛쫂볾”죃컒쏇늻뷻쮼뾼ꎬ쓌럛쫂볾훐쫜펰쿬뗄웤쯻쓌럛욷없쯤좻쎻폐쿱죽승쓇퇹뎹뗗쿻쪧ꎬ떫웤컞탎뗄욷없닺폐쎻폐쫜떽훘뒴쓘ꎿ듓컄쿗럖컶살뾴맘폚닺욷캣믺쫂볾뗄퇐뺿ꎬ훷튪벯훐폚쫂볾뛔욷없훒돏뛈펰쿬퇐뺿뫍웳튵뗄펦뛔랽쪽뛔욷없닺뗄퇐뺿ꎬ틲듋쫂볾랢짺뫳쿻럑헟뗄룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿쫇튻룶뫜뫃뗄퇐뺿믺믡뗣ꆣ (뛾)퇐뺿틢틥 닺욷캣믺쫂볾횸웳튵펪쿺훐뗄닺욷캣믺쫂볾ꆣ닺욷캣믺쫂볾랢짺틔뫳ꎬ룷훖쎽쳥믡퓚뗚튻쪱볤쓚놨뗀룃쫂볾뗄캣몦탔ꎬ듓뛸떼훂쿻럑헟뛔룃닺욷뗄죏횪폫탅쓮랢짺뇤ꆣ쿻럑헟뗄럧쿕룐횪훷튪살ퟔ폚뛔닺욷뫍릫쮾탅쾢뗄닂닢ꎬ폐맘릫쮾폫닺욷뗄룷쿮뢺쏦탅쾢뇘좻퓶듳헢훖늻좷뚨탔ꎬ뇘좻쪹쿻럑헟뛔룃닺욷뗄훊솿ꆢ릦쓜ꆢ킧폃뗈닺짺룼뛠뗄뮳틉ꆣ뛔폚욷없닺ꎬ놾퇐뺿닎헕쏀맺욷없볒뾭샕(Keller)쳡돶뗄욷없닺뚨틥ꎺ “욷없닺쫇틲맋뿍뗄욷없횪쪶뛸틽웰뗄뛔룃욷[03]없펪쿺믮뚯늻춬뗄랴펦” ꆣ벴욷없닺뗄닺짺쫇믹폚쿻럑헟춷쓔훐뛔룃욷없뗄횪쪶ꆣ욷없닺쫇폐욷없횪쪶뻶뚨뗄ꎬ뛸닺욷캣믺쫂볾횱뷓펰쿬쿻럑헟뗄욷없횪쪶ꎬ벴펰쿬욷없닺ꆣ 놾컄뗄퇐뺿퓚샭싛뫍쪵볹랽쏦뷔폐틢틥ꎺ 1ꆢ샭싛틢틥 (1)듓맋뿍룐횪럧쿕뗄뷇뛈첸닺욷캣믺쫂볾뛔욷없닺뗄펰쿬ꆣ떱잰맘폚닺욷캣믺쫂볾뗄퇐뺿훷튪벯훐폚닺욷캣믺쫂볾뛔욷없훒돏뛈ꆢ쿻럑헟릺싲틢풸ꆢ쿻럑헟뾼싇벯뗄펰쿬ꎬ늻춬쿻럑좺쳥뛔닺욷캣믺쫂볾룐횪럧쿕닮틬ꎬ뫍쫂볾횮뫳웳튵뗄펦뛔랽쪽뛔욷없닺뗄펰쿬퇐뺿ꆣ뛸뛔컄쿗ퟜ뷡뿉틔랢쿖캣믺쫂볾뛔욷없닺뗄펰쿬ꎬ웤쪵뻍쫇살풴폚맋뿍뗄룐횪럧쿕ꎬ놾컄뗄퇐뺿뷇뛈룼횱뷓ꎬ룼짮죫ꎬ2
뗚튻헂 탷 싛 춬퇹튲쫇뛔떱잰퇐뺿뗄튻룶늹돤ꆣ (2)놾컄닉폃쇋샭싛럖컶뫍쪵횤퇐뺿쿠뷡뫏뗄랽램ꎬ뛔닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄룷릹돉캬뛈뗄펰쿬뷸탐쇋싛횤ꎬ쏖늹쇋떱잰맺쓚췢듋쇬폲퇐뺿뗄좱쪧ꆣ 2ꆢ쿖쪵틢틥 (1)폐샻폚웳튵헦헽듓쿻럑헟뷇뛈좥뾼싇컊쳢ꆣ맋뿍퓚릺싲탐캪닺짺횮잰믡쯑벯뫜뛠맘폚풤릺닺욷뗄헽쏦뗄뫍뢺쏦뗄탅쾢ꎬ쳘뇰쫇뢺쏦뗄탅쾢믡뛔맋뿍릺싲탐캪닺짺뫜듳펰쿬ꎬ튲뻍믡펰쿬떽욷없닺ꆣ놾컄뗄뗚튻쿖쪵틢틥뻍쫇쳡탑웳튵듓쿻럑헟뗄뷇뛈좥뾼싇컊쳢ꎬ쳥믡쯻쏇퓚릺싲믲쪹폃럾컱뗄맽돌훐뗄룐횪럧쿕ꎬ늢쟒헢훖룐횪럧쿕믡뛔욷없닺닺짺펰쿬ꎬ헢퇹닅쓜벤샸웳튵헦헽ퟶ떽듓쿻럑헟뷇뛈좥뾼싇컊쳢ꆣ (2)폐샻폚웳튵욷없닺뗄놣뮤뫍쳡룟ꆣ놾컄붫싛횤맋뿍룐횪럧쿕뛔욷없닺뗄룷룶캬뛈뗄펰쿬ꎬ웳튵죴쎻폐랢짺닺욷캣믺쫂볾ꎬ뿉틔듓헢벸룶캬뛈돶랢좥뾼싇죧뫎쳡룟욷없닺ꎻ웳튵죴랢짺닺욷캣믺쫂볾ꎬ퓲뾼싇죧뫎듓헢벸룶캬뛈좥췬뻈뫍놣뮤욷없닺ꆣ (3)폐샻폚웳튵룄짆웤펪쿺닟싔ꎬ컼틽룼뛠뗄맋뿍ꆣ듓룹놾짏뛅뻸닺욷캣믺쫂볾뗄랢짺ꎬ뻍튪쟥돾닺욷캣믺쫂볾떽뗗쫇죧뫎펰쿬웳튵뗄ꎬ헢퇹닅쓜쪹웳튵뛔횢쿂튩ꎬ룄짆웤펪쿺닟싔ꎬ헢퇹폚웳튵뫍쿻럑헟뚼폐샻ꆣ 뛾ꆢ맺쓚췢컄쿗ퟛ쫶 (튻)맋뿍룐횪럧쿕퇐뺿 룐횪럧쿕(perceived risk)룅쓮ퟮ돵쫇평맾런듳톧뗄Bauer폚1960쓪쳡돶뗄ꎬ쫇듓탄샭톧쇬폲퇓짬맽살뗄ꆣ듓19쫀볍60쓪듺웰, 룐횪럧쿕샭싛뻍틑뺭놻쫐뎡펪쿺랽쏦맣랺펦폃, 쳘뇰쫇폃살뷢쫍쒳킩쿻럑헟탐캪ꎬ듳솿뗄퇐뺿틑뺭퇩횤쇋맋뿍룐횪럧쿕믡뛔쿻럑헟뗄릺싲뻶닟닺짺펰쿬ꆣ Cox DF and Rich SJ죏캪떱쿻럑늻쓜좷뚨쯻쏇뗄릺싲탐캪쫇럱싺ퟣ쯻쏇뗄탨쟳쪱ꎬ뻍닺짺쇋룐횪럧쿕ꆣBauer(1960)뚨틥뗄룐횪럧쿕ꎬ닺짺폚맋뿍뛔릺싲뷡맻늻쓜싺ퟣ탨쟳뗄뮳틉믲릺싲뗄닺욷뫍럾컱뫳닺짺쇋늻샻뷡맻ꎬ룐횪럧쿕놻죏캪쫇[04]룶죋훷맛죏쪶쿂뗄럧쿕ꆣCunningham S M (1967) 쪵횤퇐뺿뗄뷡싛죏캪룐횪럧쿕닺짺폚ꎺ튻룶쫇뛔쿻럑뷡맻쓜럱싺ퟣ탨쟳뗄늻좷뚨ꎬ믲헟쫇쿻럑뷡맻쯹듸살뗄 3
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 [05]늻샻뫳맻ꆣPeter and Ryan(1976)퓲냑룐횪럧쿕뚨틥캪튻훖훷맛풤웚쯰쪧ꆣDerbaix(1983)죏캪룐횪럧쿕닺짺폚뛔릺싲뷡맻뫃뮵컞램풤쇏뗄늻좷뚨룐뻵ꆣMurray(1991)죏캪룐횪럧쿕쫇튻룶틔릺싲뷡맻늻좷뚨뫍쿻럑헟늻싺틢캪ퟔ뇤솿[06]뗄몯쫽ꆣStone 뫍Gronhaug(1993)붫룐횪럧쿕볲떥뚨틥캪ꎺ폫릺싲쿠맘뗄풤웚[07]쯰쪧ꆣ 뫜뛠톧헟춨맽듳솿뗄쪵횤퇐뺿횤쏷ꎬ룐횪럧쿕쫇튻룶뛠캬뛈뗄룅쓮ꆣ뛸맘폚룐횪럧쿕뗄캬뛈ꎬ훚뛠톧헟튲폐ퟅ늻춬뗄뷡싛ꎬ뻟쳥쟩뿶죧뇭1-1쯹쪾ꎺ 뇭1-1 룐횪럧쿕캬뛈 톧헟ꎨ쓪듺ꎩ 룐횪럧쿕캬뛈 Cox (1967) 닆컱럧쿕ꆢ짧믡럧쿕ꎬ탄샭럧쿕 Jacoby and Kaplan (1972) 닆컱럧쿕ꆢ탄샭럧쿕ꆢ짧믡럧쿕ꆢ벨킧럧쿕ꆢ짭쳥럧쿕 Derbaix (1983) 닆컱럧쿕ꆢ짧믡럧쿕ꆢ쪱볤럧쿕ꆢ짭쳥럧쿕Dunn, Murphy and Skelly (1986) 닆컱럧쿕ꆢ탄샭럧쿕ꆢ쪱볤럧쿕 Murray and Schlacter (1990) 닆컱럧쿕ꆢ탄샭럧쿕ꆢ짧믡럧쿕ꆢ벨킧럧쿕ꆢ짭쳥럧쿕 Stone and Gronhaug (1993) 닆컱럧쿕ꆢ탄샭럧쿕ꆢ짧믡럧쿕ꆢ쪱볤럧쿕ꆢ벨킧럧쿕ꆢ짭쳥럧쿕 Jarvenpaa and Todd (1996) 닆컱럧쿕ꆢ릦쓜럧쿕ꆢ탄샭럧쿕ꆢ룶죋럧쿕ꆢ틾쮽럧쿕 Mitra, Reiss and Capella (1999) 닆컱럧쿕ꆢ탄샭럧쿕ꆢ짧믡럧쿕ꆢ벨킧럧쿕ꆢ짭쳥럧쿕 Tan and Toe (2000) 닆컱럧쿕ꆢ틾쮽럧쿕 Featherman and Pavlou (2003) 닆컱럧쿕ꆢ릦쓜럧쿕ꆢ탄샭럧쿕ꆢ짧믡럧쿕ꆢ쪱볤럧쿕ꆢ틾쮽럧쿕 힢ꎺ쇏살풴폚컄쿗헻샭 (뛾)욷없닺퇐뺿 욷없닺룅쓮살풴폚맣룦튵ꆣBarwise(1993)쳡돶욷없닺쫇평쿻럑헟탨쟳듌4
뗚튻헂 탷 싛 벤ꆢ쿻럑헟뛔욷없탅쾢뗄쯑벯ꆢ쿻럑뚯믺ꆢ쿻럑헟쿻럑탅탄쮮욽ꆢ톡퓱닺욷뗄뇪[08]ힼ뫍쿻럑헟뛔욷없뗄샭뷢뗈틲쯘ퟩ돉ꆣ횮뫳쯦ퟅ욷없닺뗄룅쓮놻듳볒샭뷢ꎬ욷없닺뗄퇐뺿틢틥놻듳볒랢뻲ꎬ풽살풽뛠뗄맺쓚췢톧헟뫍웳튵쇬떼뾪쪼쇋뛔욷없뗄퇐뺿ꆣ 맘폚욷없닺뗄뚨틥ꎬAaker(1991)붫욷없닺뚨틥캪컥훖욷없퓰죎ꎬ헢컥훖[09]욷없퓰죎폫욷없쏻돆뫍욷없뇪횾뷴쏜쿠솬ꎬ뿉틔룸웳튵듸살뺭볃샻틦ꆣErdem [10]T(1998) 죏캪욷없닺쫇욷없볛횵뗄랴펦ꆣ쏀맺펪쿺뿆톧톧믡죏캪욷없닺닺짺폚쫇쿻럑헟ꆢ짌볒ꆢ뎧볒뗄튻쾵쇐뗄쿫램뫍탐캪ꎬ쯼쪹뗃웳튵믡믱뗃뇈쎻폐욷[11]없쪱룼뛠뗄샻죳ꎬ틔벰쿠뛔폚뺺헹헟잿뺢ꆢ돖탸벰닮틬뮯뗄폅쫆ꆣ쏀맺욷없[12]닺캯풱믡죏캪욷없닺퓚컞탎훐쳡릩룸쿻럑헟뿉틔탅삵뗄돐억ꆣ럻맺좺(1999)죏캪“욷없닺쫇튻훖맋뿍맘쾵ꎬ헢훖맋뿍맘쾵뢽폚닺욷횮짏ꎬ퓚캴살쓜릻캪웳[13]튵듸살뛮췢뺭볃쫕틦”ꆣ폚뒺쇡뫍헔욽(2003)죏캪욷없닺쫇쿻럑헟뛔폚웳튵[14]뗄펪쿺믮뚯쯹ퟷ돶뗄늻춬죏횪뫍탐캪짏뗄랴펦ꆣ 뛔욷없닺캬뛈뗄뷧뚨ꎬ뻟쳥쟩뿶죧쿂뇭ꎺ 뇭1-2 욷없닺뗄캬뛈 톧헟ꎨ쓪듺ꎩ 욷없닺캬뛈 [15]Aaker(1991) 욷없훒돏ꆢ욷없틢쪶ꆢ룐횪훊솿ꆢ욷없솪쿫ꆢ웤쯻욷없닺 Keller(1996) 욷없횪쪶ꆢ욷없랴펦 Srivastava(2000) 욷없솦솿ꆢ욷없볛횵 [16]Berry(2000) 쿻럑헟죏횪ꆢ욷없몬틥 [17]췴뢣뾡ꆢ돂뮳뎬(2007) 욷없죏횪뛈ꆢ욷없횪쏻뛈ꆢ욷없쏀폾뛈ꆢ욷없솪쿫뛈ꆢ욷없훒돏뛈 [18]췵몣훒뗈(2006) 욷없솪쿫ꆢ욷없횪쏻뛈ꆢ룐횪훊솿ꆢ룐횪볛횵 힢ꎺ쇏살풴폚컄쿗헻샭 맘폚욷없닺뗄움맀ꎬKim(1990)쳡돶ꆰ듓욷없뗄맣듳탔ꆢ욷없뗄룅삨탔ꆢ[20]욷없뗄잿쇒탔뷸탐움맀ꆣ” Feldwick(1996)죏캪ꎬ“욷없닺룹뻝늻춬뗄퇐뺿쒿 5
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 뗄훷튪폐죽훖늻춬뗄움맀랽램ꎺ믹폚닆컱뗄욷없닺움맀랽램ꆢ믹폚맋뿍뛔욷없뗄쾲낮뫍욫뫃돌뛈뗄욷없닺움맀랽램ꆢ믹폚쿻럑헟욷없솪쿫뫍욷없탅쓮뗄욷없[21] 닺움맀랽램ꆣ”Keller뫍Lehmann(2001)냑욷없닺움맀랽램럖캪죽훖ꎺꆰ듓쿻럑헟뷇뛈돶랢뗄욷없닺뗄쿻럑헟쒣쪽ꆢ듓쫐뎡뷇뛈돶랢뗄닺욷쫐뎡닺돶쒣[22]쪽ꆢ듓닆컱뷇뛈돶랢뗄뷰죚쫐뎡닺돶쒣쪽ꆱꆣ웤훐뫳솽훖쫴폚맋뿍뷇뛈뗄욷없닺움맀랽램ꆣ슬첩뫪(2002)쳡돶욷없닺움맀랽램뗄믹놾튪쯘뿉럖캪죽듳샠닆[23] 컱튪쯘ꆢ쫐뎡튪쯘뫍쿻럑헟튪쯘ꆣ(죽)닺욷캣믺쫂볾ퟛ쫶 맘폚닺욷캣믺쫂볾뗄퇐뺿ꎬ맺쓚췢뗄퇐뺿헟쏇뛔폚닺욷캣믺쫂볾뗄돆캽뛠훖뛠퇹ꆣ폐뗄횱뷓돆뢺쏦웘맢쫂볾(GeetaꆢJewel뫍Unnavaꎬ1999ꎻAhluwaliaꆢBurnkrant뫍Unnavaꎬ2000,Dwane,2004)ꎬ폐뗄톧헟돆닺욷캣믺(product-harm crisis)ꆢ욷없돳컅(brand scada1)ꆢ웳튵퓖쓑(company disaster)ꆢ웳튵퓖믶(company [24]mishap)ꆢ뢺쏦욷없웘맢쫂볾(negative brand publicity)뗈ꆣ SiomkosꎬKurzbard죏캪닺욷캣믺쫂볾(Product Crisis Event)쫇횸“얼뛻돶쿖늢[25]놻맣랺탻뒫뗄맘폚쒳룶닺욷쫇폐좱쿝믲쫇뛔쿻럑헟폐캣쿕뗄쫂볾ꆣ” [26] SmithꎬLarry쳡돶붫닺욷캣믺쫂볾럖캪솽샠ꎺ뿉뇧뷢탍뫍늻뿉뇧뷢탍ꆣ 맘폚웳튵뛔닺욷캣믺쫂볾뗄펦뛔랽쪽뗄퇐뺿ꎬ맺쓚췢뗄톧헟돖폐늻춬뗄맛뗣ꆣSiomkos뫍 Kurzbard(1994)죏캪닺욷캣믺뗄펦뛔랽쪽뿉럖캪ꎺ볡뻶럱죏ꆢ잿[27]훆헙믘ꆢ훷뚯헙믘ꆢ믽벫돐떣퓰죎ꆣ췵쿾폱ꆢ컢볍풪뫍룖쇮(2005)죏캪뿉럖캪ꎺ웳튵뫍볒뻹컞펦뛔ꎻ웳튵떥뛀펦뛔ꎻ볒떥뛀펦뛔ꎻ웳튵뫍볒쮫훘펦뛔[28]ꆣ헢샯뗄볒뻍쫇횸뛔룃쫂볾뻟폐랢퇔좨뗄좨췾죋쪿ꆣ맺쓚췢톧헟뛔폚닺욷캣믺럖샠랽쪽횮쯹틔듦퓚늻춬ꎬ쫇틲캪쯻쏇쯹퇐뺿뗄닺욷캣믺샠탍쫇늻춬뗄ꆣ 맘폚닺욷캣믺쫂볾뛔욷없닺뗄펰쿬퇐뺿ꎬAaker뫍keller퇐뺿뷡맻죏캪릫쮾뛔캣믺쫂볾뗄펦뛔랽쪽믡뛔쿻럑헟뗄탅쓮ꆢ쿻럑탐캪닺짺뫜듳뗄펰쿬ꎬ뛸헢훖탅쓮뫍쿻럑탐캪폖믡뛔웳튵뗄욷없닺닺짺뫜듳뗄펰쿬ꆣ퓚듋퇐뺿믹뒡짏ꎬNiraj Dawar뫍Madan(2000)퇩횤쇋퓚닺욷캣믺쫂볾훐ꎬ쿻럑헟뛔폚릫쮾욷없짹췻뗄웚췻[29]횵ꆢ릫쮾뛔닺욷캣믺쫂볾펦뛔랽쪽믡뛔욷없닺닺짺펰쿬ꆣ맺쓚톧헟듞뷰뮶ꆢ럻맺좺튲싛횤쇋닺욷캣믺쫂볾훐웳튵뗄펦뛔랽쪽뛔웳튵뗄욷없닺믡닺짺뗄늻[30]춬펰쿬ꆣ랽헽(2007)죏캪뿉뇧뷢탔뗄닺욷캣믺쫂볾믡뛔쿻럑헟뗄룐횪럧쿕뫍맋6
뗚튻헂 탷 싛 [31]뿍릺싲틢풸닺짺펰쿬ꎬ탔뇰뛔룐횪럧쿕웰뗷뷚ퟷ폃ꆣ 맘폚닺욷캣믺뛔룐횪럧쿕뗄펰쿬퇐뺿ꎬJolly .&Mowen죏캪퓚닺욷캣믺쫂볾훐ꎬ릫쮾펦룃놣돖탅쾢뎩춨ꎬ릫쮾펦믽벫폫쿻럑헟뫍짧믡릫훚릵춨ꎬ얬솦죃쿻럑헟뫍릫훚쏷냗릫쮾헽퓚믽벫뒦샭캣믺ꎬ틔듋살복짙쿻럑헟뗄룐횪ꎬ늢짨램냑[32]쿻럑헟뗄룐횪뫍훒돏캬돖퓚캣믺잰쮮욽ꆣSiomkos뫍Kurzbard(1994)쪵횤퇐뺿뷡싛죏캪“릫쮾뗄짹폾ꆢ췢늿킧펦ꆢ릫쮾뗄펦뛔캣믺쫂볾뗄랽쪽믡펰쿬쿻럑헟뛔닺[33]욷뗄룐횪럧쿕뫍쿻럑헟뛔릫쮾웤쯻닺욷뗄릺싲틢풸ꆣ”퓸췺쏷ꆢ샮캵싛횤쇋맋뿍뗄룐횪쯰쪧돌뛈믡뛔욷없훒돏뛈닺짺펰쿬ꆣ 맘폚닺욷캣믺쫂볾폫맋뿍놧풹뗄퇐뺿ꎬLaufer(2002)퇩횤쇋퓚닺욷캣믺쫂볾[34]훐늻춬뗄쫐뎡쾸럖뇤솿ꎬ뛔맋뿍놧풹뗄펰쿬ꆣ 퓚닺욷캣믺쫂볾폫쿻럑헟뾼싇벯뗄퇐뺿짏ꎬ췵쿾폱뗈퇩횤쇋닺욷캣믺쫂볾벰[35]웳튵뗄펦뛔랽쪽믡뛔쿻럑헟뾼싇벯닺짺펰쿬ꆣ (쯄)맺쓚췢퇐뺿움쫶 평틔짏컄쿗ퟛ쫶뿉횪ꎬ맘폚닺욷캣믺쫂볾뗄퇐뺿훷튪벯훐폚닺욷캣믺쫂볾뗄럖샠ꆢ웳튵펦뛔랽쪽틔벰웳튵늻춬펦뛔랽쪽뛔욷없닺닺짺뫎훖펰쿬뗄ꎬ죧Aaker뫍kellerꆢNiraj Dawar뫍Madan ꎬ맺쓚톧헟듞뷰뮶ꆢ럻맺좺뚼듓웳튵펦뛔랽쪽뷇뛈좥퇐뺿닺욷캣믺쫂볾뛔웳튵욷없닺뗄펰쿬ꆣ쇭췢튻킩톧헟튲퇐뺿맽닺욷캣믺쫂볾뛔쿻럑헟뗄룐횪럧쿕뫍릺싲틢풸뗄펰쿬ꎬ벰닺욷캣믺쫂볾뛔맋뿍놧풹뫍쿻럑헟뾼싇벯뗄펰쿬ꎻ뛸맘폚룐횪럧쿕뗄퇐뺿퓲훷튪벯훐폚웤뚨틥벰뻟쳥탐튵맋뿍룐횪럧쿕뗄릹돉ꎬ룐횪럧쿕뗄펰쿬틲쯘복짙룐횪럧쿕뗄랽램뗈랽쏦ꎻ욷없닺훷튪벯훐폚웤룅쓮ꆢ릹돉캬뛈ꆢ움맀쒣탍뗈랽쏦ꆣ쯤좻맘폚닺욷캣믺쫂볾뛔욷없닺뗄펰쿬퇐뺿ꎬ틑뺭폐뫜뛠쿈샽ꎬ떫쫇틔췹퇐뺿뚼쫇듓웳튵펦뛔랽쪽뷇뛈좥퇐뺿ꎬ헢튻퇐뺿늢쎻폐헦헽쮵쏷웳튵욷없닺쫜펰쿬뗄횱뷓풭틲ꎬ캣믺쫂볾뛔욷없닺뗄펰쿬ꎬ웤쪵뻍쫇살풴폚맋뿍뗄룐횪럧쿕ꆣ춨맽웳튵펦뛔랽쪽살퇐뺿ꎬ웤쪵튲쫇춨맽늻춬뗄펦뛔랽쪽맋뿍폐ퟅ늻춬뗄룐횪럧쿕살펰쿬욷없닺뗄ꆣ틲듋놾컄춨맽맋뿍룐횪럧쿕살퇐뺿닺욷캣믺쫂볾뛔웳튵욷없닺뗄퇐뺿ꎬ룼횱뷓ꎬ룼뻟쳥ꆢ룼죝틗샭뷢ꆣ 7
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 죽ꆢ퇐뺿쮼슷뫍퇐뺿랽램 (튻)놾컄퇐뺿쮼슷죧쿂춼1-1 퇐뺿놳뺰 샭싛ퟛ쫶 닺욷캣믺 룐횪럧쿕 욷없닺 릹붨퇐뺿뿲볜 럖컶룐횪럧쿕뗄캬뛈ꇺ쳡돶퇐뺿쒣탍ꇺ쳡돶볙짨 짨볆퇐뺿컊뻭 퇐뺿랽램톡퓱 룐횪럧쿕룷룶캬뛈퓋폃spss죭볾뷸탐룐횪럧쿕뫍욷없닺릹쏦뷸 욷없닺룷룶캬탐럖컶ꎻ뛔룐횪럧쿕뛔욷없닺펰쿬뷸탐럖컶 컊뻭뗷닩폫쫽뻝쫕벯럖컶쫽뻝 뷡싛폫붨틩 춼1-1 퇐뺿쇷돌춼 (뛾)퇐뺿랽램 놾컄닉폃맦랶퇐뺿뗄샭싛췆퇝폫쪵횤퇐뺿뗄쫽솿럖컶쿠뷡뫏뗄퇐뺿랽램ꎬ내헕쿂쏦뗄싛컄뷡릹햹뾪ꆣ퓚뛔맺쓚췢쿠맘컄쿗뷸탐쇋헻샭뫍럖컶뗄믹뒡짏ꎬ쫗쿈ꎬ닉폃맦랶퇐뺿랽램뛔놾컄뗄샭싛쳥쾵뷸탐쇋싛쫶ꎬ훷튪냼삨뛔퇐뺿컊쳢뗄룷룶횪쪶뗣뗄쿠맘샭싛횪쪶뷸탐맩쓉ꎬ쫡샭ꆣ 웤듎ꎬ퓚샭싛퇐뺿뗄믹뒡짏뷸탐쪵횤퇐뺿ꎬ춨맽컊뻭뗷닩믱좡쫽뻝ꆣ쫽뻝뒦샭샻폃뫍춳볆죭볾ꎬ듓뛸뛔닺욷캣믺쫂볾훐맋뿍뗄룐횪럧8
뗚튻헂 탷 싛 쿕뛔웳튵욷없닺펰쿬뗄룷룶캬뛈뷸탐퇩횤ꆣ 쯄ꆢ퇐뺿쓚죝벰뷡릹낲업 (튻)퇐뺿쓚죝 룹뻝뛔쿠맘샭싛돉맻뫍퇐뺿쿖ힴ믘맋ꎬ늢뷡뫏떱잰퇐뺿뗄늻ퟣ뫍좱쿝ꎬ퓚쾵춳뗄컼쫕쇋맺쓚췢퇐뺿돉맻뗄믹뒡짏ꎬ놾컄닉폃쇋샭싛럖컶뫍쪵횤퇐뺿쿠뷡뫏뗄랽램뛔닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿ꎬ훷튪쒿뗄뫍쓚죝죧쿂ꎺ 1ꆢ첽뺿욷없닺캬뛈뗄릹돉ꆣ 2ꆢ싛횤닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺룷캬뛈뗄펰쿬ꆣ 3ꆢ룹뻝싛횤뷡맻캪웳튵펪쿺쪵볹쳡릩펪쿺붨틩ꆣ (뛾)싛컄뷡릹 뗚튻헂ꎬ탷싛늿럖훷튪뷩짜쇋톡쳢뗄놳뺰폫틢틥ꎬ퇐뺿ퟛ쫶틔벰뛔놾컄뗄퇐뺿쒿뗄뫍쓚죝ꆢ퇐뺿랽램뫍싛컄뗄뷡릹벰싛컄뒴탂뗣뷸탐쇋뷩짜ꆣ 뗚뛾헂ꎬ샭싛믹뒡늿럖ꎬ뛔닺욷캣믺쫂볾ꆢ룐횪럧쿕ꆢ욷없닺쿠맘샭싛뷸탐럖컶ꆣ 뗚죽헂ꎬ듓쾵춳샭싛럖컶뫍뚨탔퇐뺿뗄뷇뛈돶랢ꎬ퓚럖컶쿠맘컄쿗뗄믹뒡짏쳡돶샭싛쒣탍벰볙짨ꆣ 뗚쯄헂ꎬ캪싛횤샭싛럖컶쯹쳡돶쒣탍ꎬ뷸탐쪵횤퇐뺿뗄컊뻭뗷닩쳢쿮뗄짨볆틔벰쫽뻝뒦샭럖컶ꎬ훷튪냼삨뛔뗷닩쫽뻝훊솿뗄볬퇩ꎬ춨맽믘맩럖컶ꆢ틲ퟓ럖컶뗈싛횤샭싛볙짨쏼쳢ꆣ 뗚컥헂ꎬ뛔쪵횤뷡맻뗄ퟜ뷡뫍펦폃붨틩ꆣퟮ뫳쳖싛놾컄퇐뺿뗄늻ퟣ틔벰캴살퇐뺿뗄랽쿲ꆣ 컥ꆢ훷튪뒴탂뗣 톡쳢뗄뒴탂ꎺ떱잰맘폚닺욷캣믺쫂볾뗄퇐뺿훷튪벯훐폚닺욷캣믺쫂볾뛔욷없훒돏뛈ꆢ쿻럑헟릺싲틢풸ꆢ쿻럑헟뾼싇벯뗄펰쿬ꎬ늻춬쿻럑좺쳥뛔닺욷캣믺쫂볾룐횪럧쿕닮틬ꎬ웳튵뗄펦뛔랽쪽뛔욷없닺뗄펰쿬퇐뺿ꎬ뛸놾컄듓닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뷇뛈첸닺욷캣믺쫂볾뛔욷없닺뗄퇐뺿ꎬ룼횱뷓ꆢ룼틗샭뷢ꆣ 퇐뺿랽램뗄췪짆ꎺ놾컄닉폃쇋맦랶퇐뺿뗄샭싛췆퇝폫쪵횤퇐뺿뗄쫽솿럖컶쿠뷡뫏뗄퇐뺿랽램ꆣ 9
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 뗚뛾헂 룐횪럧쿕벰욷없닺쿠맘샭싛룅쫶 튻ꆢ맋뿍룐횪럧쿕샭싛닻쫶 (튻)룐횪럧쿕뗄룅쓮벰럖샠 룐횪럧쿕쫇평쿻럑헟뗄탐캪닺짺뗄ꆢ늻쓜쏷좷풤웚뗄뫳맻(Bauerꎬ1996)ꆣ쿻럑헟믡풤쿈맀볆닺욷캣믺쫂볾룸ퟔ벺듸살캣몦뗄뿉쓜탔ꎬ헢훖뿉쓜룅싊컞램ힼ좷에뛏ꎬ떫쫇폖믡펰쿬쿻럑헟뗄쿻럑탐캪ꆣ 놴쳘싼볲떥뗄붫룐횪럧쿕럖캪ꎺ만폐럧쿕뫍닙ퟷ럧쿕ꆣ만폐럧쿕뻍쫇떱톡퓱튻훖닺욷쪱ꎬ잱님퓚헢튻샠닺욷훐럧쿕ꆣ뛸닙ퟷ럧쿕뻍쫇듓헢튻샠닺욷훐톡퓱쒳튻욷없닺욷쪱뗄럧쿕ꆣ죧맻떱쿻럑헟퓚쿻럑횮잰쎻폐믱좡떽쿻럑탅쾢뗄뮰ꎬ만폐럧쿕뫍닙ퟷ럧쿕뻍뿉쓜춬쪱듦퓚ꎬ뇈죧쿻럑헟퓚릺싲뮤럴욷쪱듦퓚만폐럧쿕ꎬ죧맻쿻럑헟쎻폐맘폚쒳튻욷없뗄욷없횪쪶뗄뮰ꎬ닙ퟷ럧쿕튲믡듦퓚ꎬ떫쫇죧맻룃맋뿍폐ퟔ벺쫬쾤뫍쾲뮶뗄튻훖뮤럴욷욷없뗄뮰ꎬ쯽뻍뿉틔럅탄릺싲ꎬ듋쪱닙ퟷ럧쿕뻍뫜뗍ꆣJacoby뫍Kaplan죏캪룐횪럧쿕듦퓚쇹훖탎쪽ꎺ(1)릦쓜럧쿕ꎺ쿻럑헟뛔폚듲쯣릺싲뗄닺욷쓜럱싺ퟣ웤릦쓜탨쟳쯹튪돐떣뗄럧쿕ꆣ(2)짭쳥럧쿕ꎺ뛔폚듲쯣릺싲뗄닺욷퓚쪹폃훐믡늻믡룸짭쳥듸살캣몦쯹탨돐떣뗄럧쿕ꆣ(3)뷰럧쿕튲돆캪닆컱럧쿕ꎬ뛔폚듲쯣릺싲뗄닺욷믡늻믡듸살뺭볃짏뗄쯰쪧쯹탨돐떣뗄럧쿕ꎬ죧릺싲닺욷틔뫳뗄캬뮤럑ꆢ탞샭럑ꆢ붵볛뗄뿉쓜탔뗈ꆣ(4)짧믡럧쿕ꎺ쿻럑헟듲쯣톡퓱뗄욷없믡늻믡룸쿻럑헟뗄짧믡뗘캻듸살뢺쏦펰쿬쯹탨돐떣뗄럧쿕ꆣ(5)탄샭럧쿕ꎺ쿻럑헟죧맻릺싲떽뫜닮뗄닺욷믡룸웤룶죋죋룱퓬돉짋몦ꆣ(6)쪱볤럧쿕ꎺ죧맻쿻럑헟쯹릺싲뗄닺욷늻쓜싺ퟣ풤웚탨쟳뗄뮰ꎬ샋럑톰헒룃닺욷쪱볤뗄럧쿕뫍떢컳뗄쪹폃뫃닺욷쪱볤뗄럧쿕 (뛾)룐횪럧쿕뗄펰쿬틲쯘 쫗쿈ꎬ룷닺욷횮볤뗄쿠쯆돌뛈풽킡ꎬ쿻럑헟퓚톡퓱닺욷쪱뻍풽뻵뗃삧쓑ꎬ헢퇹쿻럑헟뗄룐횪럧쿕믡풽룟ꆣ틲듋쿻럑헟퓚릺싲춬훊탔닺욷뗄쪱뫲ꎬ늻믡뾼싇첫뛠뗄릺컯럧쿕ꎬ뇈죧쿻럑헟퓚릺싲퇀룠ꆢ폍ꆢ퇎뗈닺욷쪱톡퓱럇뎣톸쯙ꎬ럧쿕룐횪튲뫜킡ꆣ뛸뛔폚튻킩쿠뛔낺맳뗄닺욷ꎬ쿻럑헟퓚릺싲횮잰믡쿫냬램쇋뷢룼뛠ꎬ10
뗚뛾헂 룐횪럧쿕벰욷없닺쿠맘샭싛룅쫶 살뇜쏢톡퓱떽듭컳뗄닺욷뛸룸ퟔ벺듸살럧쿕ꆣ 쿻럑헟룐횪럧쿕폐뫜듳튻늿럖살ퟔ폚맋뿍뛔닺욷탅쾢뗄쇋뷢늻릻ꆣ듓탄샭톧뷇뛈살쮵ꎬ쿻럑헟맘폚닺욷뗄횪쪶쇋뷢뗄풽뛠ꎬ닺욷뗄죏횪뛈풽룟ꎬ쿻럑헟릺컯맽돌훐뗄탅탄뻍풽룟ꎬ쯹룐횪떽뗃럧쿕뻍풽킡ꎬ틲듋쿻럑헟뛔폚ퟔ벺훓낮뫍쫬쾤뗄욷없룐횪럧쿕뷏킡ꆣ 맽췹뗄쿻럑뺭퇩뛔쿻럑헟쒿잰뗄쿻럑톡퓱펰쿬뫜듳ꆣ잰듎릺컯뺭샺늻싺틢믡쪹쿻럑헟쿻럑탅탄붵뗍ꎬ떼훂쿻럑헟퓚듋듎쿻럑훐뗄럧쿕룐횪퓶듳ꆣ샽죧쿻럑헟퓚뺭샺쇋뛠듎복럊쪧냜뫳ꎬ뛔폚쫐뎡훐탂돶쿖뗄복럊닺욷뻍믡놾쓜돶쿖튻훖뮳틉ꆢ뗖뒥첬뛈ꎬ벴쿻럑헟럧쿕룐횪풽룟ꆣ 뛔폚릺컯뻭죫뛈뫍룐횪럧쿕뗄맘쾵ꎬ룷톧헟돖늻춬뗄틢볻ꆣ폐뗄톧헟죏캪ꎬ룐횪럧쿕펰쿬릺컯뻭죫뛈ꎬ럧쿕룐횪풽룟ꎬ쿻럑헟뗄릺컯뻭죫뛈뻍풽룟ꆣ뛸쇭튻킩톧헟죏캪ꎬ릺컯뻭죫뛈풽룟ꎬ쿻럑헟뛔닺욷횪쪶뗄쇋뷢돌뛈풽룟ꎬ웤럧쿕룐횪튲뻍풽킡ꆣ쫂쪵짏ꎬ릺컯뻭죫뛈뗄틲쯘냼삨쇋룐횪럧쿕뗄뫢솿틲쯘ꎬ솽헟쿠뮥펰쿬ꆣ쿻럑헟뗄룐횪럧쿕쯦ퟅ쪱볤뗄췆틆ꎬ릺컯뷗뛎뗄뗝뷸믡쯦횮랢짺뇤뮯ꆣ 뛾ꆢ욷없닺샭싛닻쫶 (튻)욷없닺벰웤캬뛈룅쓮 룹뻝놾컄퇐뺿쳘뗣ꎬ놾컊닎헕쏀맺욷없볒뾭샕(Keller)뛔욷없닺뗄뚨틥ꎺ “욷없닺쫇틲맋뿍뗄욷없횪쪶뛸틽웰뗄뛔룃욷없펪쿺믮뚯늻춬뗄랴펦”ꆣ벴욷없닺뗄닺짺쫇믹폚쿻럑헟춷쓔훐뛔룃욷없뗄횪쪶ꎬ뻟쳥맽돌죧춼쯹쪾ꎺ 욷없횪쪶 욷없닺 닺욷캣믺쫂볾 춼 욷없닺탎돉맽돌 뛔폚욷없닺뗄릹돉캬뛈뗄퇐뺿ꎬ폐ퟅ늻춬뗄뷡싛ꎬ뇈뷏좨췾ꆢ뗤탍ꆢ펦폃뇈뷏맣랺뗄쫇Aaker쳡돶뗄욷없닺뗄컥튪쯘ꎺ욷없죏횪뛈ꆢ욷없횪쏻뛈ꆢ욷없훒돏뛈ꆢ욷없솪쿫뫍웤쯻뛀폐뗄욷없닺ꆣ뛸싛컄룹뻝퇐뺿뗄쳘뗣뫍탨튪톡좡뗄쫇릺싲틢풸ꆢ룐횪볛횵ꆢ룐횪훊솿ꆢ욷없훒돏쯄룶튪쯘ꆣ 1ꆢ릺싲틢풸 쿻럑헟뗄릺싲뻶닟맽돌냼삨컥룶뷗뛎ꎺ좷죏탨튪ꆢ쫕벯탅쾢ꆢ움볛랽낸ꆢ릺 11
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 싲뻶닟뫍릺싲뫳뗄탐캪ꆣ뫜뛠퇐뺿쿻럑헟탐캪뗄톧헟뚼죏캪릺싲틢풸닺짺폚릺싲뻶닟뷗뛎ꆣ퓚릺싲뻵뗃뷗뛎ꎬ쿻럑헟뺭맽잰쏦벸룶뷗뛎뗄맛달ꆢힼ놸ꎬ탄샭틑뺭폐쇋ퟔ벺뗄욷없욫낮ꎬ닺짺쇋릺싲틢풸ꎬ듋쪱횻튪쎻폐틢췢쟩뿶랢짺ꎬ릺싲틢풸뻍횱뷓뻶뚨릺싲닺욷ꆣ틢풸뻍쫇튻룶죋쪵쪩쒳튻탐캪뗄뿉쓜탔ꆣ릺싲틢풸횻쫇쿻럑헟훚뛠틢풸훐뗄튻훖ꎬ쯹캽릺싲틢풸쫇횸“쿻럑헟릺싲쒳훖쳘뚨닺욷믲욷없뗄훷맛룅싊믲뿉쓜탔”ꆣ릺싲틢풸횱뷓폫릺싲탐캪쿠맘ꎬ퓚쎻폐틢풸쟩뿶랢짺뗄쟩뿶쿂ꎬ릺싲틢풸뿉틔폃살풤닢릺싲탐캪ꆣ 2ꆢ룐횪볛횵 룐횪볛횵쫇쿻럑헟룐횪떽뗄샻틦ꎨ냼삨릦쓜짏뗄뫍뺫짱짏뗄ꎩꎬ폫쯻퓚릺싲닺욷믲럾컱쪱쯹뫄럑뗄뺭볃돉놾ꆢ쪱볤돉놾ꆢ뺫솦돉놾뷸탐좨뫢뫳뛔닺욷믲럾컱뗄ퟜ쳥짏뗄움볛ꆣ듓헢튻뚨틥뿉틔뾴돶ꎬ쿻럑헟퓚훆퓬닺욷믲췆돶럾컱쪱펦룃쫇쿻럑헟뗄탨쟳캪돶랢뗣ꎬ냑쿻럑헟뗄룐횪볛횵ퟷ캪웳튵얬솦뗄랽쿲ꆣ쿻럑헟뗄룐횪볛횵쫇쿻럑헟뗄룐쫜늻쫇웳튵쯹쓜뻶뚨뗄ꆣ컒쏇헢샯쯹쮵뗄쿻럑헟쯹룐횪떽뗃샻틦훷튪냼삨ꎺ닺욷놾짭뗄릦쓜ꆢ웳튵쳡릩뗄럾컱ꆢ뫍뢽볓퓚닺욷짏뗄웤쯻튻킩폐샻틲쯘ꆣ뛸쿻럑헟돉놾횧돶냼삨믵뇒횧돶ꆢ쪱볤횧돶ꆢ뺫솦횧돶뗈뗈ꆣ쿻럑헟퓚릺싲닺욷쪱ퟜ쫇붫웤ퟜ쫕틦폫ퟜ횧돶뷸탐좨뫢ꎬ벴룐횪볛횵=ퟜ쫕틦/ퟜ횧돶ꆣ떱ퟜ쫕틦뫜룟ꎬ뛸ퟜ횧돶뫜뗍쪱ꎬ쿻럑헟뗄룐횪볛횵뻍룟ꆣ랴횮ꎬ죴쿻럑헟뻵뗃ퟜ쫕죫뫜뗍ꎬ뛸ퟜ횧돶룟쪱ꎬ웤룐횪볛횵뻍뫜뗍ꆣ쿻럑헟뛸럇웳튵쫇룐횪볛횵뗄뻶뚨헟ꎬ컒쏇웳튵튪췪좫햾퓚쿻럑헟뗄뷇뛈좥짨볆ꆢ뒴퓬ꆢ쳡릩뛔쿻럑헟폐샻뗄닺욷뫍럾컱ꎬ춬쪱튪뛔닺욷뷸탐뫏샭뗄뚨볛ꆢ쳡룟릺컯뗄뇣샻탔뫍좤캶탔ꎬ틔듋살쳡룟쿻럑헟뗄볛횵룐횪ꆣ 3ꆢ룐횪훊솿 훊솿컞틢쫇펰쿬쿻럑헟릺싲탐캪뗄튻룶훘튪틲쯘ꆣ뛔폚쿈퇩닺욷ꎬ벴릺싲잰믲릺싲쪱뻍쓜릻욾룐뻵뛔닺욷욷훊ퟶ돶듳훂에뛏뗄닺욷ꎬ닺욷놾짭뗄쓚퓚훊솿믲뿍맛훊솿릹돉쇋움볛뫍톡퓱뗄믹뒡ꆣ뛔폚뫳퇩닺욷ꎬ벴퓚릺싲쪱컞램욾뿍맛횸뇪뛔닺욷훊솿ퟶ돶에뛏뗄닺욷ꎬ쿻럑헟뿉쓜튪룼뛠뗄틀뻝닺욷횮췢뗄튻킩웤쯻쿟쯷뛔닺욷훊솿ퟶ돶에뛏ꆣ좻뛸컞싛쫇쿈퇩닺욷뮹쫇뫳퇩닺욷ꎬ쿻럑헟퓚움볛훊솿쪱쯹닉폃뗄뇪ힼ틔벰뛔룷뇪ힼ뢳폨뗄좨훘폫웳튵움볛닺욷훊솿쯹닉폃뗄뇪ힼ뫍좨훘뿉쓜늢늻튻훂ꎬ폐쪱짵훁닮뇰뫜듳ꆣ 12
뗚뛾헂 룐횪럧쿕벰욷없닺쿠맘샭싛룅쫶 쯹틔ꎬ쿻럑헟뛔닺욷훊솿뗄룐횪볈뫍닺욷놾짭쓚퓚뗄쳘탔폫욷훊쿠솪쾵ꎬ튲쫜떽뫜뛠훷맛틲쯘뗄펰쿬ꆣ컒쏇냑쿻럑헟뛔닺욷쫊펦탔뫍웤쯻릦쓜탔쫊뫏웤쪹폃쒿뗄뗄훷맛샭뷢뷐룐횪훊솿ꆣ룐횪훊솿틔닺욷쓚퓚훊솿캪믹뒡ꎬ떫폖늻폫뫳헟쿠뗈춬ꆣ솽훖닺욷뗄쓚퓚훊솿뿉틔췪좫튻퇹ꎬ떫쿻럑헟뛔쯼쏇뗄훊솿룐횪퓲뿉쓜쿠좥짵풶ꆣ샽죧컒맺뫜뛠훊솿뫜뫃뗄닺욷ꎬ횻폐퓚쪹폃쇋맺볊훸쏻욷없횮뫳ꎬ닅쓜퓚맺볊쫐뎡짏틔쫽쪮놶폚돉놾뗄볛룱돶쫛ꎬ뻍랴펦쇋헢튻쫂쪵ꆣ웳튵펦룃돤럖죏쪶떽ꎬ훊솿쫇쿻럑헟ꆢ뮷뺳뫍웳튵믮뚯ퟛ뫏ퟷ폃뗄뷡맻ꎬ떥뒿듓훆퓬맽돌믲헟짨볆맽돌죫쫖ꎬ늻냑컕쿻럑헟뗄탨쟳폫랴펦ꎬ쫇늻뿉쓜쳡릩쿻럑헟쯹죏뿉뫍뷓쫜뗄훊솿뗄ꆣ 4ꆢ욷없훒돏 욷없훒돏쫇횸쿻럑헟짮짮욫낮늢뻬솵ퟅ쒳튻욷없ꎬ뎤웚탔뗘릺싲룃욷없닺욷ꎬ늢ퟔ뻵뗘맘힢뫍캬뮤룃욷없뗄짹폾뫍쫐뎡뗘캻ꎬ쫇뛔욷없욫낮뗄탄샭랴펦ꆣ욷없훒돏쫇욷없닺훐훘튪뗄튪쯘ꎬퟔ욷없닺짺틔살ꎬ펮뗃늢놣돖욷없훒돏뗄쿻럑헟튻횱쫇짌볒믱뗃돉릦뗄튻쿮훘튪죎컱ꆣ튻냣살쮵ꎬ쿻럑헟뗄욷없훒돏뛈풽룟ꎬ쿻럑헟뛔웤훘뢴릺싲탐캪랢짺뗄듎쫽뻍풽뛠ꎬ쿻럑헟쿲웤쯻욷없뗄뿉쓜탔뻍풽킡ꆣ틲듋욷없훒돏뛈풽룟ꎬ웳튵뻍뿉틔쇴힡샏맋뿍ꎬ컼틽탂맋뿍ꎬ뗖폹뺺헹욷없릥믷뗄쓜솦뻍풽잿ꎬ쫐뎡뺺헹솦튲풽잿ꎬ쯼뻍믡돉캪웳튵뗄튻뇊닆뢻ꎬ헢튲쫇욷없훒돏쫇웳튵욷없훒돏훘튪ퟩ돉튪쯘뗄풭틲ꆣ 욷없훒돏뿉틔듓틔쿂4룶랽쏦냯훺욷없닺짺볛횵ꎺ(1)붵뗍펪쿺돉놾ꆣ쇴힡샏맋뿍뇈헹좡탂맋뿍뗄돉놾튪킡뗄뛠ꎬ폐톧헟쳡돶ꎺ컼틽튻룶탂맋뿍뗄뮨럑쫇놣돖튻룶샏맋뿍뮨럑뗄4-6놶ꆣ틲듋펵폐튻엺뛔욷없훒돏뗄맋뿍뿉틔듳듳뗄붵뗍웳튵뗄펪쿺돉놾ꆣ(2)뒴퓬쎳틗폅쫆ꆣ죧맻욷없펵폐튻듳엺훒돏맋뿍ꎬ뺭쿺짌뻍믡샖틢냑쯼쇐죫쯻쏇뗄릺믵쟥떥짏ꎬ튲믡놣횤욷없폐폅쿈뗄믵볜뿕볤ꆣ(3)컼틽탂맋뿍ꆣ튻룶뛔욷없훒돏뗄맋뿍ꎬ쯻늻뷶뷶믡ퟔ벺릺싲룃욷없닺욷ꎬ뛸쟒뮹믡뺡ퟔ벺쯹쓜쿲뇰죋믽벫뗘췆볶룃욷없ꎬ웰ퟅ냯훺웤쯻쿻럑헟쫷솢릺싲탅쾢뗄ퟷ폃ꎬ퓚맋뿍룐횪떽럧쿕쪱ꎬ헢튻ퟷ폃룱췢쏷쿔ꆣ(4)쳡릩돤ퟣ쪱볤뛔뺺헹췾킲ퟶ돶랴펦ꆣ욷없훒돏캪웳튵헹좡떽뛔뺺헹ퟶ돶랴펦뗄쪱볤ꎬ죧맻뺺헹헟뾪랢쇋튻훖ힿ풽뗄닺욷ꎬ헢뻍뇆웈웳튵뛔닺욷뷸탐룄뷸ꎬ뛸욷없훒돏뗄듦퓚뻍룸웳튵헹좡떽쇋뛔닺욷뷸탐룄솼뗄뮺돥쪱볤ꎬ틔뾪랢돶룼ힿ풽뗄닺욷랴믷뺺헹헟ꆣ 13
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 (뛾)욷없닺뗄쳘뗣 1ꆢ욷없닺쫇컞탎닺 욷없닺뿍맛듦퓚ꎬ떫쯻폫폐탎뗄믺웷뗈쪵컯늻튻퇹ꎬ욷없닺쫴폚컞탎닺ꆣ닺뻍쫇맩쫴쯹폐헟ꎬ뿉틔평쯹폐헟횧엤ꎬ늢쟒뿉틔룸쯹폐헟듸살샻죳뗄폐킧풴ꆣ떫쫇웹뷱캪횹죔쎻폐좷쟐뗄맘폚컞탎닺뗄뚨틥ꎬ틲듋컒쏇횻쓜듓컞탎닺뗄쳘뗣살쇋뷢컞탎닺ꎺ튻ꆢ컞탎닺뾴늻볻쏾늻ퟅꆣ뛾ꆢ쯤좻컞탎닺뾴늻볻쏾늻ퟅꎬ떫쫇좴뫜훘튪ꎬ쯼춨맽폐탎쪵컯살쪵쿖볛횵ꆣ죽ꆢ컞탎닺뗄볛횵늢늻쫇튻돉늻뇤뗄ꆣ쯄ꆢ컞탎닺폫탅쾢ꆢ횪쪶펵폐뫜뛠쿠쯆뗄쳘뗣ꆣ쯦ퟅ욷없닺뗄퇐뺿풽살짮죫뫍맣랺ꎬ풽살풽뛠뗄웳튵볒쇋뷢떽쇋욷없닺뗄훘튪탔ꎬ욷없닺튲풽살풽놻훘쫓웰살ꆣ늢쟒퓚웳튵탂붨ꆢ훘ퟩꆢ헻뫏ꆢ닺뫋쯣뗈튻쾵쇐믮뚯훐ꎬ욷없닺뗄뇤뮯틑뺭풽살풽돉캪맘힢뗄훘뗣ꆣ떫쫇욷없닺ퟷ캪튻훖컞탎닺ꎬ폫쯹폐뗄컞탎닺튻퇹ꎬ웤볛횵뫜쓑냑컕뫍뿘훆ꎬ뛔폚욷없닺뗄맜샭ꎬ쫇쒿잰웳튵맜샭뗄튻룶훘쓑뗣ꆣ컒맺쒿잰뗄욷없닺맜샭쮮욽쿠뛔실뫳ꎬ웤훷튪풭틲쫇뛔폚욷없닺쎻폐췪좫훘쫓웰살ꎬ폐뗄쪱뫲욷없퓚웳튵훐늢쎻폐췪좫쳥쿖쯼뗄볛횵뫍훘튪탔ꆣ 2ꆢ욷없닺퓚샻폃훐퓶횵 뛔폚폐탎닺ꎬ쿱믺웷짨놸ꆢ뎧랿ꆢ풭닄쇏뗈ꎬ춶뫍쪹폃쯼쏇믡듦퓚췪좫늻춬뗄뷡맻ꎬ뛔웤춶믡쪹닺퓶볓ꎬ뛸뛔폐탎닺뗄쪹폃믡쪹웤틲캪쯰뫄ꆢ헛뻉뛸붥붥복짙ꆣ떫쫇뛔폚욷없닺ꎬ좴폖췹췹쫇쇭췢튻믘쫂ꎬ뛔욷없닺뗄춶뫍쪹폃폐쪱뷴뷴붻횯퓚튻웰ꎬ쓑틔쟸럖ꎬ폐쪱뫲뛔폚욷없닺뗄쪹폃늢늻믡쪹뗃욷없닺볛횵복짙ꎬ쿠랴죧맻쪹폃뫍맜샭뗃떱ꎬ욷없닺믡퓶횵ꆣ 3ꆢ욷없닺볛횵쓑틔ힼ좷볆쯣 욷없닺움맀늢늻쿱폐탎닺쓇쎴뿍맛뫍볲떥ꎬ컞탎닺뗄움맀탨튪뫜뛠횸뇪뫍틲쯘ꎬ뛔쯻쏇뷸탐ퟛ뫏뗄움맀ꆣ쫗쿈평폚욷없닺쫇평뢴퓓뗄쓔솦샍뚯뒴퓬돶살뗄ꎬ틲듋컒쏇뫜쓑뛔웤뷸탐닢솿볆쯣ꎬ뻍쯣쫇뿉틔닢솿뫍볆쯣ꎬ웤뷡맻튲늻튻뚨ힼ좷ꆣ웤듎평잰쏦뗄컄쿗ퟛ쫶뿉틔뾴돶ꎬ욷없닺평맋뿍훒돏ꆢ룐횪볛횵ꆢ룐횪훊솿뗈캬뛈릹돉ꎬ헢킩캬뛈놾짭쿠뮥붻횯ꆢ쿠뮥펰쿬ꆢ폐뗄캬뛈횮볤듦퓚붻닦릲탔ꎬ헢퇹튲볓짮쇋욷없닺볛횵움맀뗄쓑뛈ꆣퟮ뫳욷없닺쫇늻뛏뇤뮯ퟅ뗄ꎬ욷없닺뻶뚨폚쿻럑헟뗄욷없횪쪶ꎬ뛸쿻럑헟뗄첬뛈뫍죏횪쫇늻뛏뇤뮯ퟅ뗄ꎬ틲14
뗚뛾헂 룐횪럧쿕벰욷없닺쿠맘샭싛룅쫶 듋뛔폚늻뛏뇤뮯ퟅ뗄욷없닺ꎬ뛔웤볛횵뗄ힼ좷움맀쫇쓑틔듯떽뗄ꆣ 4ꆢ욷없닺뻟폐늨뚯탔 놾컄죏캪욷없닺평맋뿍훒돏ꆢ룐횪훊솿ꆢ룐횪볛횵ꆢ릺싲틢풸쯄룶캬뛈릹돉ꆣ뛸뛔폚맋뿍훒돏ꆢ릺싲틢풸뗄탎돉늢늻쫇튻뎯튻쾦뗄쫂쟩ꎬ튻룶욷없듓붨솢떽놻쿻럑헟죏쪶떽탎돉욷없훒돏ꆢ탨튪웳튵뢶돶뫍춶죫뻞듳뗄죋솦ꆢ컯솦ꆢ닆솦ꆢ탄솦ꆣ늢쟒뻍쯣룃욷없뗄쫐뎡뗘캻틑뺭컈뚨ꆢ튲탎돉쇋튻엺훒돏맋뿍ꎬ웳튵튲늻쓜럅쯉욷없맜샭ꎬ짔폐쪧컳ꎬ붫믡퓬돉욷없훒돏뗄웆뮵ꎬ욷없닺뗄복짙ꎬ룼폐퇏훘뗄믡떼훂욷없뗄뎹뗗쿻쪧ꎬ죧ꆰ죽승쓌럛ꆱꎬ솬탸컥쓪쿺솿뗚튻ꎬ평폚맜샭짏뗄쫨뫶퓚뛌뛌벸룶퓂뗄쫂볾뻍쿺짹쓤벣ꆣ틲듋욷없닺늢늻쫇뫣뚨늻뇤뗄ꎬ짔폐뻶닟짏뗄쪧컳ꎬ맜샭짏뗄쪧횰ꎬ짵훁웳튵훐튻룶뫜킡뗄듭컳뚼믡떼훂욷없닺뗄복횵ꆣ욷없닺뗄복횵뿉쓜쫇뛠랽쏦뗄ꎬ뿉쓜쫇쯦ퟅ닺욷짺쏼훜웚뗄퇝뷸ꎬ욷없닺믡ퟔ좻뗄샏뮯ꎬ쮥췋ꎬ헢쫇웳튵죧맻늻쓜헽좷뗄ퟶ돶뻶닟ꎬ욷없닺붫믡돖탸복횵ꎬ횱훁쿻쪧ꆣ쇭췢튻훖풭틲뿉쓜믡쫇놾컄쯹퇐뺿뗄닺욷캣믺쫂볾떼훂욷없닺뗄복횵ꎬ헢훖쟩뿶쿂룼탨튪웳튵닉좡톸쯙ꆢ폐킧뗘듫쪩ꎬ횻튪듫쪩뫏샭폐킧ꎬ욷없닺늻떫늻믡복횵ꎬ뮹폐짽횵뗄뿉쓜ꆣ 5ꆢ욷없닺쫇뫢솿웳튵펪쿺믮뚯뗄횸뇪 퓚욷없닺룅쓮퇐뺿훐컒쏇횸돶ꎬ쿻럑헟뗄욷없죏횪뻶뚨웳튵욷없닺ꆣ틲듋웳튵뗄죎뫎튻쿮펪쿺믮뚯ꎬ쫐뎡뗷닩ꆢ닺욷뚨캻ꆢ듙쿺ꆢ톡퓱쏷탇듺퇔뗈죎뫎튻쿮믮뚯뚼뿉쓜믡뛔쿻럑헟룐횪닺짺펰쿬ꎬ듓뛸펰쿬웳튵뗄욷없닺ꆣ죧맻웳튵닉좡뗄펪쿺듫쪩쫇잡떱뗄ꎬ쫇럻뫏쿻럑헟뗄웚췻뫍탨쟳뗄ꎬ쓇쎴쿻럑헟뗄룐횪뻍믡뛔욷없닺닺짺뫃뗄펰쿬ꎬ벰욷없닺뻍믡퓶횵ꎬ랴횮욷없닺뻍믡복횵ꆣ듓쇭튻랽쏦살쮵ꎬ욷없닺볛횵뗄뇤뮯ꎬ뿉틔랴펳돶웳튵펪쿺믮뚯뗄폐킧탔뫍뫏샭탔ꎬ쫇뫢솿웳튵펪쿺믮뚯뗄폐킧횸뇪ꆣ 죽ꆢ닺욷캣믺쫂볾 (튻)닺욷캣믺쫂볾뗄룅쓮 SiomkosꎬKurzbard뛔닺욷캣믺뗄뷢쫍쫇웳튵훐얼랢뗄ꎬ떫쫇뻟폐맣랺펰쿬[35]뗄ꎬ맘폚웳튵훐닺욷돶쿖훊솿믲낲좫캣믺뗄쫂볾ꆣ쯤좻뫜뛠톧헟뛔닺욷캣믺쫂볾뚨틥뷸탐퇐뺿ꎬ떫뛔폚닺욷캣믺쫂볾폫웤샠쯆룅쓮뷸탐쟸뇰뗄퇐뺿좴뫜짙ꆣ퓬돉쇋늻짙뗄톧헟샭늻쟥닺욷캣믺ꆢ닺욷퓰죎뫍닺욷헙믘뗄닮뇰ꆣ틲듋놾컄퓚뛔맺 15
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 쓚췢컄쿗뷸탐퇐뺿럖컶횮뫳뛔닺욷캣믺ꆢ닺욷퓰죎폫닺욷헙믘죽룶룅쓮뷸탐쇋쿪쾸뛔뇈ꎬ쳡돶죽헟횮볤듦퓚쿠쯆횮뒦폫쏷쿔닮뇰ꆣ 1ꆢ닺욷캣믺(Product Crisis)폫닺욷퓰죎(Product Liability) 닺욷퓰죎쫇닺욷뗄싴볒(냼삨쇣쫛짌ꆢ훐볤짌ꆢ짺닺짌)뛔돶쫛짌욷뫳룸쿻럑[36]헟듸살뢺쏦펰쿬쯹탨떣떱뗄퓰죎ꆣퟮ퓧맘폚닺욷퓰죎뗄퇐뺿웰풴폚램싉쇬폲ꎬ퓚쏱램뫍뫏춬램훐ꆣ뫜뛠짦벰떽쿻럑헟뫍닺욷ꆢ쫐뎡뗄램싉낸볾틽웰쇋램싉뷧톧헟뗄퇐뺿ꆣ뛸평폚쿻럑헟ꆢ닺욷ꆢ쫐뎡폖쫇펪쿺쇬폲뗄훘튪풪쯘ꎬ틲듋닺욷캣믺훰붥튲돉캪펪쿺쇬폲뗄맘힢뗣벰퇐뺿랽쿲ꆣ닺욷캣믺뷶뷶쫇펪쿺쇬폲뗄컊쳢ꎬ뛸닺욷퓰죎볈쫇펪쿺쇬폲튲쫇램싉쇬폲뗄퇐뺿컊쳢ꆣ솽헟횮볤뗄릲춬뗣뫍늻춬뗣튲뫜죝틗럖뇦ꆣ 쫗쿈솽헟뗄펰쿬랶캧늻춬ꎬ닺욷캣믺뗄펰쿬랶캧뫜맣ꎬ횻튪쫇쪹폃닺욷뗄쿻럑헟뚼믡쫜떽펰쿬ꎬ짵훁믡캣벰떽헻룶짧믡죋좺ꆣ뛸닺욷퓰죎뗄펪쿺랶캧뷏킡ꎬ횻짦벰쿠맘쿻럑헟ꆣ죧2008쓪죽승쓌럛쫂볾ꎬ죽승펤폗뛹쓌럛틲죽뻛쟨낷몬솿뎬뇪퓬돉펤폗뛹쏚쓲쾵춳뷡쪯ꆣ죽승쫂볾뗄펰쿬쏦럇뎣맣ꎬ짦벰떽듳솿펤폗뛹쿻럑헟ꎬ늢쟒헻룶쫂볾퓚좫짧믡퓬돉벫웤뛱쇓뗄펰쿬ꆣ틲듋죽승쫂볾볈쫇닺욷캣믺쫂볾폖쫇닺욷퓰죎쫂볾ꆣ샽죧폐캻뿕뗷쿻럑헟컞틢ힲ떽뿕뗷췢믺ꎬ춷늿쫜짋ꎬ횮뫳쿻럑헟웰쯟뿕뗷짺닺짌쎻폐룸쿻럑헟뿉쓜퓬돉틢췢뗄뺯룦ꎬ퓚룃쫂볾훐ꎬ횻폐룶뇰쿻럑헟쫜떽짋몦ꎬ뿕뗷짺닺짌펦뢺닺욷퓰죎ꆣ 웤듎듓램싉뷇뛈살쮵ꎬ닺욷퓰죎믡짦벰떽램싉퓰죎뫍램싉쯟쯏ꎬ죧죽승쓌럛뫍뿕뗷짺닺짌놻웰쯟뚼쫇뗤탍뗄닺욷퓰죎쫂볾ꆣ뛸닺욷캣믺퓲늻튻뚨믡잣짦램싉퓰죎ꎬ죧2004쓪뻞쓜룆뺭볬닢몬폐짙솿뗄쮫퇵쮮ꎬ뛸쿻럑헟폐뗃떽쿻쾢ꎺ쮫퇵쮮짣죫맽솿믡훂납ꆣ틲듋뻞쓜룆컊쳢튻웘맢ꎬ뻞쓜룆뗄쿺쫛쫜떽뫜듳펰쿬ꆣ뛸뺭볬닢뻞쓜룆훐쮫퇵쮮뗄몬솿쫂쪵짏쎻폐뎬뇪ꎬ늢쟒쿠맘좨췾늿쏅튲돆짙솿뗄쮫퇵쮮늻믡뛔짭쳥퓬돉짋몦ꆣ틲듋뻞쓜룆늢쎻폐캥랴램싉뫍쫜떽쿻럑헟뗄웰쯟ꆣ쯹틔쮵뻞쓜룆퓢폶닺욷캣믺ꎬ웤짹폾쫜떽펰쿬ꎬ떫늻탨튪뢺램싉퓰죎ꆣ 2ꆢ닺욷캣믺(Product Crisis)폫닺욷헙믘(Product Recall) 쯹캽닺욷헙믘ꎬ쫇횸뛔폚닺욷틑뺭돶쫛뫳돶쿖훊솿믲낲좫컊쳢ꎬ웳튵닉좡릫[37]뾪믲쏘쏜믘쫕뗄튻훖펪쿺쫖뛎ꆣퟔ1972쓪쏀맺헾뢮캪쇋놣뮤쿻럑헟뗄뫏램좨틦ꎬ돉솢쇋“쿻럑욷낲좫캯풱믡”횮뫳ꎬ룷맺헾뢮뚼쿠볌돉솢쇋놣뮤쿻럑헟좨틦뗄16
뗚뛾헂 룐횪럧쿕벰욷없닺쿠맘샭싛룅쫶 ퟩ횯ꎬ죧쿻럑헟킭믡뗈ꆣ평폚헾뢮믺릹뗄뷩죫ꎬ닺욷헙믘놻럖캪솽훖샠탍ꎺ훷뚯헙믘ꎬ웳튵랢쿖닺욷컊쳢뫳ꎬ훷뚯헙믘컊쳢닺욷뗄튻훖ퟔ랢탐캪ꎻ잿훆헙믘ꎬ퓚헾뢮뻶닟쿂ꎬ잿훆탔헙믘웳튵컊쳢닺욷ꆣ뛔틔췹뗄컄쿗퇐뺿랢쿖ꎬ닺욷캣믺폫닺욷헙믘뗄쟸뇰퓚폚떼훂닺욷헙믘뗄쫂볾튻뚨쫇닺욷캣믺ꎬ떫쫇닺욷캣믺늢늻튻뚨믡떼훂닺욷헙믘ꆣ샽죧ꎬ2009쿂냫쓪ꎬ럡쳯웻뎵놻횸짨볆듦퓚좱쿝ꎬ뺭볬퇩럡쳯웻뎵좷쪵듦퓚훊솿컊쳢ꎬ2009쿂냫쓪훁2010쓪쓪돵냫쓪쓚럡쳯웻뎵틲폍쏅첤냥틾뮼뫍훆뚯쾵춳컊쳢퓚좫쟲랶캧헙믘뎬맽850췲솾웻뎵ꆣ2005쓪폐쎽쳥놨뗀룟슶뷠퇀룠훐몬폐훂납컯훊죽싈짺ꎬ쿻쾢뒫뾪뫳ꎬ룟슶뷠톸쯙ퟶ돶랴펦ꎬ퇻쟫쿠맘믺릹뫍볒뛔룟슶뷠퇀룠뷸탐볬닢ꎬ뷡맻쿔쪾룟슶뷠훐늢늻몬죽싈짺ꎬ틲듋룃쫂볾쎻폐떼훂룟슶뷠뗄닺욷헙믘쫂볾ꆣퟛ짏닺욷헙믘쫇닺욷캣믺뿉쓜떼훂뗄뫳맻횮튻ꎬ쫇릫쮾뫍헾뢮펦뛔닺욷캣믺뗄듫쪩ꆣ (뛾)닺욷캣믺쫂볾닺짺뗄풭틲 1ꆢ웳튵쓚늿뗄풭틲 웳튵쓚늿풭틲듭컳쫇웳튵쓚늿돉풱퓬돉뗄뛔욷없탎쿳ꆢ욷없볛횵뗄쯰몦ꎬ냼삨듭컳뻶닟ꆢ뗍쮮욽맜샭ꆢ짺닺탔듭컳ꆢ맣룦릫맘탔듭컳뗈ꆣ 듭컳뻶닟쫇평웳튵ퟮ룟닣ퟶ돶뗄ꎬ쫇튻훖ퟮ뿉엂뗄듭컳ꎬ튲쫇ퟮ훂쏼뗄ꆣ튻떩뻶닟닣ퟶ돶듭컳에뛏ꎬ퓲헻룶릫쮾ꎬ듓짏훁쿂뚼퓚뷸탐듭컳탐뚯ꎬ뗈떽랢쿖듭컳쿫튪췬믘ꎬ퓲탨튪뢶돶쫽쪮ꆢ쫽냙놶죋솦ꆢ컯솦ꆢ닆솦ꆣ뻶닟탔듭컳냼삨뫜뛠훖ꎬ죧톡퓱듭컳뗄뺭펪닺욷ꆢ닺욷뗄쫐뎡뚨캻듭컳ꆢ볛룱훆뚨듭컳ꆢ듺퇔죋톡퓱뗄듭컳뗈뗈ꆣ뗍쮮욽맜샭냼삨ퟩ횯믺릹짨훃듦퓚컊쳢ꆢ풱릤뛔웳튵컄뮯늻쓜죏춬ꆢ웳튵맦헂늻퇏룱뗈컊쳢ꆣ뮹폐튻훖쓚늿듭컳쫇닺욷훊솿ꆢ쫽솿ꆢ벼쫵럾컱뗈짺닺탔풭틲퓬돉뗄놻돆캪짺닺탔듭컳ꆣ떫쫇폐쪱ꎬ짺닺탔듭컳늢늻쫇맊틢뛸캪뗄ꎬ뛸쫇ퟩ횯컞탄뗄ꎬ평폚뫶쫓믲쟡쫓짺닺맽돌훐뗄쒳킩랽쏦퓬돉뗄ꆣퟮ뫳튻룶튲쫇ퟮ뎣볻뗄듭컳쫇맣룦릫맘탔듭컳ꆣ헢샯ퟮ믹놾뗄듭컳쫇훘쓚쟡췢ꎬ뫶쫓릫맘뗄듭컳ꆣ뫶쫓릫맘ꎬ헢쫇컒맺릫쮾퓚볆뮮뺭볃쿂탎돉뗄튻훖듭컳쮼쿫ꎬ뺡맜헢킩쓪쯦ퟅ쫐뎡뺭볃뗄훰늽짮뮯뛸폐쯹룄짆ꎬ듳뛠ퟩ횯뛠짨솢쇋릫맘늿ꎬ떫쫇헢훖쮼뎱퓚죋쏇탄훐뮹폐튻뚨펰쿬ꎬ퓬돉ퟩ횯믺릹탩짨뗄쿖쿳ꆣ 죎뫎캣믺ퟮ훕뚼탨튪춨맽릫맘뗄랽램살뷢뻶ꎬ떫쫇ꎬ캣믺릫맘늢늻뗈폚컒쏇헢샯쮵뗄릫맘탍듭컳ꆣ캣믺릫맘쫇횸캣믺랢짺뫳ꎬ춨맽릫맘뗄쫖뛎퓚릫훚탄쒿훐 17
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 믖뢴믲훘붨웳튵탎쿳ꆣ릫맘탍쪧컳쫇쪧냜뗄릫맘ꎬ탨튪탂뗄릫맘믮뚯뷸탐뻀헽뫍쏖늹ꆣ 2ꆢ웳튵췢늿풭틲 웳튵췢늿뗄풭틲폐훷튪냼삨ꎺ춬탐튵뺺헹헟뗄탮틢짋몦ꎬ쿠맘릫훚ꆢ쎽쳥뗄컳뷢ꆢퟩ횯췢늿룷훖쫆솦폐틢컞틢뗄짋몦ꆣ폐틢짋몦뗄쒿뗄뻍쫇탮틢튪죃웳튵쫜떽훘뒴ꎬ짹폾뫍욷없닺퓢쫜듲믷ꎬ쪼ퟷ?헟튻냣쫇뺺헹뛔쫖ꎬ튲폐뿉쓜쫇튻킩릫훚믲룶죋캪쇋룶죋믲쒳킩쒿뗄뛸맊틢쿝몦ꆣ럇뛱틢뗄짋몦쫇횸캣믺랢짺뗄풭틲쫇튻킩놾늻쿠맘뗄쫂쟩뫍죋ꎬ평폚쟉뫏뫍늻뺭틢룸웳튵듸살쇋짋몦ꆣ럇뛱틢탔짋몦쫇컞탄맽쪧퓬돉뗄ꎬ죧쎽쳥평폚쪱볤뷴헅ꆢ횪쪶뗄좱랦믲늻뢺퓰죎퓬돉뗄ꎻ폐뿉쓜쫇쿠맘헾뢮늿쏅뗄쪧컳퓬돉뗄ꎻ럇뛱틢탔짋몦튲폐뿉쓜쫇폫욷없쿠맘뗄룶죋뗄튻킩컊쳢떼훂뗄ꎬ죧듺퇔죋믲웳튵룟닣뗄뢺쏦탂컅쫇룸웳튵뗄욷없듸살럇뛱틢탔캣믺뗄ퟮ뎣볻뗄튻훖ꆣ뮹폐튻훖ퟩ횯췢늿뗄풭틲쫇평뫪맛풭틲퓬돉뗄ꎬ웳튵뗄헾훎뮷뺳ꆢ벼쫵뮷뺳ꆢ죋컄뮷뺳ꆢ램싉뮷뺳뗄룄뇤ꎬ헢킩룄뇤폫랢짺늻쫇헫뛔쒳룶욷없뗄믲쒳킩욷없뗄ꎬ뛸쫇믡퓬돉좫짧믡뗄뇤뚯믲짋몦ꎬ쫴폚짧믡놳뺰뗄뇤뮯ꆣ 3ꆢퟔ좻풭틲 틔짏솽훖풭틲뚼쫇폐죋캪틲쯘퓬돉뗄ꎬ뮹폐튻훖풭틲쫇죋솦쯹컞램뾹뻜뗄ꎬ헢샯돆횮캪ퟔ좻풭틲ꆣ ퟔ좻풭틲쫇횸평폚럇죋캪뗄평폚ퟔ좻뮷뺳뗄뇤뮯룸욷없퓬돉캣믺뗄ퟜ돆ꆣ죧뗘헰ꆢ룉몵ꆢ믰퓖ꆢ뫩쮮뗈ퟔ좻퓖몦룸웳튵듸살뗄캣몦ꆣ튲쫇횸웈폚웤쯻ퟔ좻맦싉뗄럇죋솦쯹쓜뿘훆뗄풭틲퓬돉뗄퓖몦ꎬ죧쇬떼헟춻좻쯀췶ꆢ맺볊뺭볃탎쫆뗄뇤뮯ꎬ벼쫵뛏랢햹뷸늽뗈ꆣ ꎨ죽ꎩ닺욷캣믺쫂볾럖샠벰펦뛔랽쪽 짏쫶퓚컄쿗ퟛ쫶훐뿉횪ꎬ맺쓚췢톧헟맘폚닺욷캣믺쫂볾뗄펦뛔랽쪽럖샠쏷쿔늻춬ꎬ웤풭틲쫇쯻쏇퇐뺿뗄닺욷캣믺쫂볾뗄샠탍늻춬ꎬ틲듋퓚퇐뺿닺욷캣믺쫂볾펦뛔랽쪽럖샠횮잰ꎬ뛔닺욷캣믺쫂볾뗄럖샠뷸탐쮵쏷럇뎣뇘튪ꆣ 퓚닺욷캣믺쫂볾퇐뺿훐ꎬ폐톧헟듓쫇럱캥랴램싉뷇뛈붫닺욷캣믺럖캪솽샠ꎺ(1)뿉뇧뷢탍ꎬ뺭맽좨췾죋쪿믲믺릹퇩횤ꎬ닺욷쎻폐훊솿믲웤쯻컊쳢뗄쫂볾ꆣ죧짏쏦쳡떽뗄“뻞쓜룆짦쿓훂납”쫂볾ꆣ(2)늻뿉뇧뷢ꎬ릫쮾뗄닺욷좷쪵듦퓚컊쳢ꎬ닺욷쏦쇙놻헙믘ꎬ웳튵쏦쇙놻뿘룦뗄쫂볾ꆣ죧“죽승쓌럛쫂볾”ꆣ 18
뗚뛾헂 룐횪럧쿕벰욷없닺쿠맘샭싛룅쫶 듓컄쿗ퟛ쫶훐ꎬ뿉틔뾴돶맺쓚췢톧헟맘폚닺욷캣믺쫂볾뗄펦뛔랽쪽럖샠쏷쿔늻춬ꆣ맺췢퇐뺿헟뚼죏캪닺욷캣믺뗄펦뛔랽쪽폐ꎺ볡뻶럱죏ꆢ잿훆헙믘ꆢ훷뚯헙믘ꆢ믽벫돐떣퓰죎ꆣ뛸맺쓚톧헟붫닺욷캣믺럖캪웳튵뫍볒뻹컞펦뛔ꆢ웳튵떥뛀펦뛔ꆢ볒떥뛀펦뛔ꆢ웳튵뫍볒릲춬펦뛔쯄훖샠탍ꆣ맺쓚췢톧헟횮쯹틔퓚헢룶컊쳢짏듦퓚늻춬뷡싛ꎬ웤풭틲퓚폚쯻쏇퇐뺿뗄쫇늻춬샠탍뗄쫂볾ꆣ맺췢톧헟뗄럖샠믹폚ꆰ늻뿉뇧뷢탍ꆱ닺욷캣믺쫂볾ꎬ맺쓚톧헟뗄럖샠퓲믹폚ꆰ뿉뇧뷢탍ꆱ닺욷캣믺쫂볾ꆣ 19
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 뗚죽헂 퇐뺿볙짨폫컊뻭짨볆 튻ꆢ퇐뺿쒣탍벰퇐뺿볙짨뗄쳡돶 닺욷캣믺쫂볾횸웳튵펪쿺훐뗄닺욷캣믺쫂볾ꎬ닺욷캣믺쫂볾랢짺틔뫳ꎬ쿻럑헟춨뎣믡뷓쫕떽맘폚릫쮾뫍닺욷뗄룷훖뢺쏦탅쾢ꎬ뇘좻떼훂쿻럑헟뛔룃닺욷뗄죏횪폫탅쓮랢짺뇤ꆣ쿻럑헟뗄럧쿕룐횪훷튪살ퟔ폚뛔쿻럑뛔쿳쿠맘뗄룷훖탅쾢뿉뾿탔뗄늻좷뚨탔죏횪ꎬ폐맘릫쮾폫닺욷뗄룷쿮뢺쏦탅쾢뇘좻퓶듳헢훖늻좷뚨탔ꎬ뇘좻쪹쿻럑헟뛔룃닺욷뗄훊솿ꆢ릦쓜ꆢ킧폃뗈닺짺룼뛠뗄뮳틉ꆣ 뛔폚욷없닺ꎬ놾퇐뺿닎헕쏀맺욷없볒뾭샕(Keller)쳡돶뗄욷없닺뚨틥ꎺ 욷없닺쫇쿻럑헟틀뻝룷ퟔ뛔욷없횪쪶뗄샭뷢뛸뛔웳튵펪쿺믮뚯ퟶ돶뗄랴펦ꆣ벴욷없닺뗄닺짺믹폚쿻럑헟뗄욷없죏쪶ꆣ욷없닺쫇폐욷없횪쪶뻶뚨뗄ꎬ뛸닺욷캣믺쫂볾횱뷓펰쿬쿻럑헟뗄욷없횪쪶ꎬ벴펰쿬욷없닺ꆣ 룐횪럧쿕틑뺭놻맣랺폃살뷢쫍쿻럑헟뗄쿻럑탐캪ꎬ뛔폚룐횪럧쿕뗄퇐뺿ꎬ룐횪럧쿕뗄캬뛈쫇퇐뺿뗄믹놾ꎬ듓컄쿗ퟛ쫶훐틑뺭뿉틔뾴돶뫜뛠톧헟뛔룐횪럧쿕뗄캬뛈퇐뺿뷡싛늢늻췪좫튻훂ꎬ풭틲쫇퓚늻춬뗄쟩뺰쿂룐횪럧쿕뗄캬뛈뿉틔듦퓚닮틬ꆣ뛔룐횪럧쿕뗄닢솿뗄Stone뫍Groundhog(1993)횸돶닆컱ꆢ릦쓜ꆢ짭쳥ꆢ탄샭ꆢ짧믡ꆢ쪱볤쇹캬뛈뛔룐횪럧쿕뗄뷢쫍쓜솦듯%ꆣ캪놣횤놾컄퇐뺿뗄쪱킧탔ꎬ벰컊뻭듰낸뗄헦쪵탔벰뿉뾿탔ꎬ놾컄톡퓱죕잰펰쿬ퟮ맣뗄“럡쳯웻뎵믘쫕쏅”쫂볾ퟷ캪뗷닩퇐뺿뛔쿳ꎬ헫뛔웻뎵탐튵뗄쳘쫢탔ꎬ놾컄죏캪퓚닺욷캣믺쫂볾훐톡폃웤훐뗄닆컱ꆢ릦쓜ꆢ짭쳥ꆢ탄샭ꆢ짧믡헢컥룶캬뛈뷸탐닢솿뇈뷏뫏쫊ꆣ쫗쿈ꎬ퓚쿻럑헟탐캪톧퇐뺿죏캪닆컱횧돶쫇펰쿬쿻럑헟릺싲탐캪뗄훘튪틲쯘횮튻ꎬ쫇쿻럑헟ퟮ쏴룐뗄틲쯘횮튻ꎬ퓙볓짏웻뎵쫴폚뇈뷏낺맳뗄쿻럑욷ꎬ튻떩돶쿖닺욷캣믺쫂볾ꎬ믡룸쿻럑헟듸살뫜듳뗄뺭볃쯰쪧ꎬ틲듋쿻럑헟퓚닺욷캣믺쪵볹훐뛔닆컱럧쿕뗄룐횪믡룱췢쏷쿔ꎻ쿻럑헟릺싲짌욷뗄쒿뗄뻍쫇캪쇋싺ퟣ탨쟳ꎬ릺싲웻뎵뻍쫇캪쇋싺ퟣ돶탐뇣샻탨쟳ꎬ쯹틔쿻럑헟퓚닺욷짋몦쫂볾훐뛔폚릦쓜럧쿕뗄룐횪튲쫇쿔훸뗄ꎻ낲좫럧쿕퓚웻뎵헢훖닺욷짏쏦쿔뗃폈캪쏷쿔ꎬ틲캪웻뎵튻떩돶쿖훊솿컊쳢ꎬ뻍뿉쓜믡룸쿻럑헟믡듸살훂쏼짋몦ꎻ웻뎵퓚싺ퟣ죋쏇돶탐탨쟳뗄춬쪱ꎬ튲쫇20
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 쿻럑헟짭럝ꆢ뗘캻뗄쿳헷ꎬ죧맻쿻럑헟릺싲뗄닺욷돶쿖컊쳢ꎬ쿻럑헟믡죏캪헢붫횱뷓펰쿬떽웤룶죋탎쿳ꎬ벰쿻럑헟뗄짧믡뫍탄샭럧쿕ꆣ웤훐ꎬ닺욷캣믺쫂볾훐맋뿍룐횪뗄릦쓜럧쿕쫇횸쿻럑헟퓚닺욷캣믺쫂볾훐뛔폚닺욷탔쓜쫇럱싺ퟣ탨쟳뗄튻훖풤닢ꆣ낲좫럧쿕쫇횸쿻럑헟뛔닺욷퓚쪹폃맽돌훐뿉쓜뛔쿻럑헟믲쯻죋퓬돉뗄짭쳥짏뗄짋몦뗄풤닢ꆣ닆컱럧쿕쫇횸쿻럑헟뛔폚톡퓱룃욷없뿉쓜퓬돉뗄뺭볃짏뗄쯰쪧뗄풤웚ꎬ죧릺싲닺욷틔뫳뗄캬뮤럑ꆢ탞샭럑ꆢ붵볛뗄뿉쓜탔뗈ꆣ짧믡럧쿕쫇횸쿻럑헟릺싲룃욷없뿉쓜뛔쿻럑헟룶죋뗄짧믡뗘캻뫍볛횵듸살뗄럧쿕ꆣ탄샭럧쿕쫇횸쿻럑헟풤닢헢훖뷏닮뗄닺욷뿉쓜믡뛔쿻럑헟뗄룶죋죋룱퓬돉짋몦ꆣ틲듋놾싛컄쳡돶볙짨ꎺ H1ꎺ퓚닺욷캣믺쫂볾훐ꎬ맋뿍룐횪럧쿕훷튪평닆컱ꆢ릦쓜ꆢ짭쳥ꆢ탄샭ꆢ짧믡헢컥룶캬뛈릹돉ꆣ 욷없닺뗄캬뛈훷튪닎헕듯컖뫍욤싥쳘뛔욷없닺뗄룅쓮ꎬ웤훐ꎬ맋뿍룐횪훊솿쫇쿻럑헟뛔욷없닺욷헻쳥뇭쿖뗄훷맛에뛏ꎬ룐횪볛횵쫇쿻럑헟퓚훷맛짏죏캪릺싲욷없뗄헻쳥킧폃ꎬ뛾헟뚼펰쿬ퟅ쿻럑헟뗄릺싲뻶닟뫍훘뢴릺싲뗄뿉쓜탔(Farquharꎬ1989)ꆣAsseal(1992)죏캪ꎬ욷없훒돏듺뇭쇋뛔쳘뚨욷없뗄욫뫃첬뛈ꎬ헢훖첬뛈떼훂쇋컈뚨튻훂뗄릺싲탐캪ꆣ릺싲틢풸쫇횸쿻럑헟틢춼릺싲룃닺욷믲췆볶웤쟗엳뫃폑릺싲듋닺욷뗄뿉쓜탔ꆣ럻맺좺퓚퇐뺿닺욷캣믺쫂볾뛔욷없닺펰쿬쪱쪹폃쪱튲죏캪헢쯄룶캬뛈튲뷏럻뫏컒맺쿻럑헟뗄욷없움볛쳘뗣ꆣ틲듋ꎬ뷡뫏컒맺쿻럑헟욷없움볛뗄쳘뗣ꎬ놾퇐뺿듓욷없훒돏ꆢ릺싲틢풸ꆢ룐횪훊솿ꆢ룐횪볛횵쯄룶랽쏦뛔웳튵욷없닺뷸탐닢솿ꆣ틲듋놾컄쳡돶볙짨ꎺ H2ꎺ퓚닺욷캣믺쫂볾훐ꎬ맋뿍룐횪럧쿕훷튪듓맋뿍뗄욷없훒돏ꆢ룐횪훊솿ꆢ룐횪볛횵뫍릺싲틢풸쯄룶캬뛈펰쿬욷없닺ꆣ 룹뻝짏쫶럖컶ꎬ릹붨돶놾컄뗄퇐뺿쒣탍죧쿂ꎨ볻춼3-1ꎩꎺ 21
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 닆컱럧쿕 욷없훒돏 닺웳욷맋 릦쓜럧쿕 튵캣뿍 룐횪훊솿 욷믺룐 낲좫럧쿕 없쫂횪 룐횪볛횵 볾럧 짧믡럧쿕 닺 쿕 릺싲틢풸 탄샭럧쿕 춼 3-1 퇐뺿쒣탍춼 캪튻늽퇩횤퓚닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄뻟쳥펰쿬ꎬ놾컄쳡돶죧쿂볙짨ꆣ 쫗쿈ꎬNiraj(1998)퇐뺿횸돶웳튵퓚닺욷캣믺훐뗄쯹ퟶ돶뗄뻶닟뛔웳튵욷없닺믡폐뫜듳펰쿬ꎬ훷튪펰쿬욷없죏횪뫍욷없훒돏ꆣNiraj&Madan(2000)볬퇩쇋웳튵뛔닺욷캣믺쫂볾뗄룷훖쿬펦뛔욷없닺뗄펰쿬ꎬ늢쟒틔쿻럑헟뛔웳튵펦뛔랽쪽뗄웚췻캪뗷뷚뇤솿ꆣ췵쿾폱ꆢ룖쇮ꆢ컢볍풪(2008)퓲죏캪횻튪닺욷캣믺쫂볾랢짺쇋ꎬ웳튵늻맜닉좡뫎훖듫쪩ꎬ웳튵뗄욷없훒돏뛈뚼믡쫜떽펰쿬ꆣ헢뇭쏷닺욷캣믺붵뗍욷없훒돏뛈,듓뛸펰쿬욷없닺ꆣ H3: 쿻럑헟뛔닺욷캣믺쫂볾뗄룐횪럧쿕폫욷없훒돏뢺쿠맘ꆣ H3aꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄릦쓜럧쿕폫욷없훒돏뢺쿠맘ꆣ H3bꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄낲좫럧쿕폫욷없훒돏뢺쿠맘ꆣ H3cꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄닆컱럧쿕폫욷없훒돏뢺쿠맘ꆣ H3dꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄짧믡럧쿕폫욷없훒돏뢺쿠맘ꆣ H3eꎻ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄탄샭럧쿕폫욷없훒돏뢺쿠맘ꆣ Siomkos&Kurzbard(1994)퇐뺿뷡싛죏캪냩쯦ퟅ닺욷캣믺쫂볾뗄랢짺ꎬ쿻럑헟믡뗃떽룷훖맘폚닺욷뗄뢺쏦쿻쾢,듋쪱쿻럑헟뗄룐횪럧쿕뻍믡쳡룟ꎬ룐횪럧쿕22
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 뗄쳡룟붫믡룸맋뿍뗄릺싲틢풸듸살펰쿬ꆣFolkes&Kotsos(1986)춬퇹튲횸돶닺욷캣믺쫂볾뗄랢짺ꎬ쪹뗃쿻럑헟뛔닺욷닺짺뮳틉ꎬ쪹뗃쿻럑헟뛔욷없첬뛈랢짺룄뇤ꎬ듓뛸펰쿬쿻럑헟뗄릺싲틢풸 ꆣ틲듋놾컄쳡돶볙짨ꎺ H4: 쿻럑헟뛔닺욷캣믺쫂볾뗄룐횪럧쿕폫릺싲틢풸뢺쿠맘ꆣ H4aꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄릦쓜럧쿕폫릺싲틢풸뢺쿠맘ꆣ H4bꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄낲좫럧쿕폫릺싲틢풸뢺쿠맘ꆣ H4cꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄닆컱럧쿕폫릺싲틢풸뢺쿠맘ꆣ H4dꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄짧믡럧쿕폫릺싲틢풸뢺쿠맘ꆣ H4eꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄탄샭럧쿕폫릺싲틢풸뢺쿠맘ꆣ 틔짏쯹폐톧헟뗄퇐뺿뚼죏캪ꎬ퓚닺욷캣믺쫂볾웳튵맘폚욷없뫍닺욷뗄뢺쏦쿻럑놻쿻럑헟뷓쫕떽ꎬ쿻럑헟믡쫜떽뢺쏦쿻쾢뗄펰쿬ꎬ닺짺룐횪럧쿕ꎬ룐횪럧쿕횱뷓펰쿬떽쿻럑헟뗄욷없죏횪ꎬ듓뛸펰쿬떽쿻럑헟룐횪훊솿ꎬ뷸튻늽펰쿬쿻럑헟뗄릺싲탐캪ꎬퟮ훕펰쿬욷없닺ꆣ틲듋놾컄쳡돶틔쿂볙짨ꎺ H5: 쿻럑헟뛔닺욷캣믺쫂볾뗄룐횪럧쿕폫룐횪훊솿뢺쿠맘ꆣ H5aꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄릦쓜럧쿕폫룐횪훊솿뢺쿠맘ꆣ H5bꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄낲좫럧쿕폫룐횪훊솿뢺쿠맘ꆣ 풬돐퓋(2008)퓚웤쮶쪿싛컄훐춨맽쪵횤퇐뺿뗃돶뷡싛ꎺ쿻럑헟뛔폚짺쿊쪳욷뗄닆컱ꆢ낲좫ꆢ쪱볤럧쿕폫맋뿍뗄룐횪볛횵듦퓚쿔훸뢺쏦펰쿬ꆣ춬퇹뛔폚웻뎵헢훖닺욷ꎬ쿻럑헟뛔닆컱뫍낲좫럧쿕룐횪뇈뷏쏷쿔ꎬ뛸평폚웻뎵닺욷뗄쳘쫢탔ꎬ쿻럑헟뛔폚웻뎵닺욷뗄릦쓜뫍짧믡럧쿕뗄룐횪튲쫇뇈뷏쏷쿔뗄ꆣ뛸평룐횪볛횵뗄뚨틥뿉횪ꎬ룐횪볛횵폫닆컱ꆢ릦쓜ꆢ낲좫틔벰닺욷뢽볓쫴탔짧믡럧쿕듦퓚쿔훸맘쾵ꆣ틲듋놾컄쳡돶튻쿂볙짨ꎺ H6ꎺ쿻럑헟뛔닺욷캣믺쫂볾뗄룐횪럧쿕폫룐횪볛횵뢺쿠맘ꆣ H6aꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄릦쓜럧쿕폫룐횪볛횵뢺쿠맘ꆣ H6bꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄낲좫럧쿕폫룐횪볛횵뢺쿠맘ꆣ H6cꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄닆컱럧쿕폫룐횪볛횵뢺쿠맘ꆣ H6dꎺ쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄짧믡럧쿕폫룐횪볛횵뢺쿠맘ꆣ 뛾ꆢ닢솿솿뇭뗄짨볆 캪쇋퇩횤놾컄쯹ퟶ뗄샭싛볙짨ꎬ쇋뷢쿻럑헟퓚닺욷캣믺쫂볾훐쯹룐횪떽뗄룷 23
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 훖럧쿕뛔욷없닺룷룶캬뛈뗄펰쿬ꎬ뫜폐뇘튪닉좡맦쒣탔뗄컊뻭뗷닩ꎬ쫕벯튻쫖쫐뎡쫽뻝ꆣ놾싛컄컊뻭퓚뺭맽컄쿗퇐뺿맽뫳좷뚨솿뇭평룐횪럧쿕솿뇭뫍욷없닺솿뇭솽룶늿럖ퟩ돉ꎬ헢솽늿럖뗄쒿뗄훷튪쫇캪쇋믱좡쿻럑헟맘폚퓚닺욷캣믺쫂볾훐뗄룷훖룐횪럧쿕ꎬ벰룷훖룐횪럧쿕뛔욷없닺룷캬뛈뗄펰쿬ꆣ퓚컊쿮뗄뫢솿돟뛈짏ꎬ닉폃샮뿋쳘(Likert)웟뗣솿뇭탎쪽ꎬ뻟쳥ퟶ램쫇붫컊뻭움럖뗈벶뮮럖캪웟뗈ꎺ럇뎣춬틢ꆢ춬틢ꆢ폐뗣춬틢ꆢ훐솢ꆢ폐뗣늻춬틢ꆢ늻춬틢ꆢ벫늻춬틢ꎬ춬쪱뢳폨쎿튻룶움럖뗈벶쿠펦뗄럖횵ꎬ뻟쳥ꎺ1-벫늻춬틢ꎬ2-늻춬틢ꎬ3-폐뗣늻춬틢ꎬ4-훐솢ꎬ5-폐뗣춬틢ꎬ6-춬틢ꎬ7-럇뎣춬틢ꆣ춳볆헢웟훖쟩뿶쯹햼뗄냙럖뇈ꎬ뿉틔좷뚨룷쿮횸뇪쿠펦뗄맋뿍움볛뛈ꆣ (튻)룐횪럧쿕닢솿솿뇭짨볆 캪쇋좷놣솿뇭뗄탅뛈뫍킧뛈쮮욽ꎬ놾퇐뺿뷨훺쇋맺쓚췢탭뛠톧헟뗄솿뇭ꎬ퓚ퟜ뷡톧헟퇐뺿뗄믹뒡짏짨볆돶놾퇐뺿닺욷캣믺쫂볾훐맋뿍룐횪럧쿕캬뛈뗄컊뻭솿뇭돵룥ꆣ놾싛컄룐횪럧쿕뗄캬뛈훷튪냼삨ꎺ닆컱럧쿕ꆢ릦쓜럧쿕ꆢ짭쳥럧쿕ꆢ탄샭럧쿕ꆢ짧믡럧쿕ꆣ솿뇭쓚죝죧쿂뇭2 솿뇭 솿뇭쳢쿮 훷튪컄쿗 닆컱1ꆢ릺싲럡쳯웻뎵믡뮨럑컒뫜뛠믽탮ꎬ틲듋컒믡Stoneꎬ 럧쿕 뮨뫜뎤쪱볤살ퟶ돶뻶뚨ꆣ Gronhaug(1993) Murrayꎬ 2ꆢ죧맻릺싲럡쳯웻뎵뫳랢쿖늻뫃ꎬ훘탂릺싲탂뎵뗄럑폃믡뫜룟ꆣSchlacter(1990) 3ꆢ릺싲럡쳯웻뎵뫳ꎬ컒믡떣탄쯼맽뛎쪱볤믡붵볛뛸죃컒뫳믚쿖퓚싲첫퓧ꆣ 4ꆢ죧맻럡쳯웻뎵싲뗃늻뫃ꎬ뛔컒살쮵쫇튻듳뺭볃쯰쪧ꆣ 릦쓜5ꆢ릺싲럡쳯웻뎵ꎬ컒믡떣탄쪹폃쯼늻쓜듯떽웚Stoneꎬ 럧쿕 췻킧맻ꆣ Gronhaug(1993) 6ꆢ럡쳯웻뎵뗄닺욷쳘탔뻶뚨쇋쯼쓜싺ퟣ컒뗄쪹폃튪쟳ꆣ 7ꆢ죧맻쪹폃쯹싲뗄럡쳯웻뎵듯늻떽컒뗄웚췻ꎬ컒믡룐떽뫜쪧췻 24
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 8ꆢ릺싲럡쳯웻뎵쪱ꎬ컒폐킩떣탄쯼늻뫃폃ꆣ 짺샭9ꆢ릺싲럡쳯웻뎵ꎬ컒믡떣탄싲뗃늻뫃뛸펰쿬낲Stoneꎬ 럧쿕 좫ꆣ Gronhaug(1993) 10ꆢ죧맻쯹싲럡쳯웻뎵훊솿늻뫃ꎬ컒쪹폃쯼믡듸살뫜듳뗄낲좫췾킲ꆣ 11ꆢ럡쳯웻뎵폫낲좫쾢쾢쿠맘ꎬ컒뇘탫짷훘톡퓱ꆣ짧믡12ꆢ죧맻럡쳯웻뎵싲뗃늻뫃믡폐쯰컒뗄탎쿳ꆣ Stoneꎬ 럧쿕 Gronhaug(1993) 13ꆢ죧맻컒릺싲뗄럡쳯웻뎵훊솿뫜닮ꎬ뇰죋믡틲듋쟆늻웰컒ꆣMurrayꎬ Schlacter(1990) 14ꆢ컒쪹폃럡쳯웻뎵쪱믡떣탄뇰죋틲듋뛸뛔컒폐쪲쎴늻뫃뗄뾴램ꆣ 15ꆢ럡쳯웻뎵룺룶죋탎쿳쿠맘ꎬ싲뗃늻뫃믡쫇퇏훘뗄듭컳ꆣ 탄샭16ꆢ릺싲럡쳯웻뎵ꎬ컒믡뻵뗃탄샯늻쫦럾ꆣ Stoneꎬ 럧쿕 Gronhaug(1993) 17ꆢ릺싲럡쳯웻뎵ꎬ컒믡늻평ퟔ훷뗄룐떽떣폇ꆣ 18ꆢ릺싲릺싲럡쳯웻뎵ꎬ컒튪돐쫜늻뇘튪뗄톹솦ꆣ뇭3-1 룐횪럧쿕솿뇭 (뛾)욷없닺닢솿솿뇭짨볆 놾컄욷없닺뗄캬뛈닎헕듯컖뫍욤싥쳘뛔욷없닺뗄룅쓮뮯ꎬ늢뷡뫏컒맺쿻럑헟욷없움볛뗄쳘뗣ꎬ닉폃럻맺좺퓚퇐뺿닺욷캣믺쫂볾뛔욷없닺펰쿬쪱쪹폃뗄솿뇭ꆣ 25
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 솿뇭 솿뇭쳢쿠 훷튪컄쿗 19ꆢ컒죏캪ퟔ벺뛔럡쳯웻뎵뇈뷏훒돏ꆣ 욷없훒돏 뗚 20ꆢ떱릺싲웻뎵쪱ꎬ럡쳯붫쫇컒뗄튻톡퓱ꆣ 21ꆢ횻튪쓜싲떽럡쳯웻뎵ꎬ컒뻍늻믡 릺싲웤쯻욷없웻뎵ꆣ 22ꆢ컒뫜쿫펵폐럡쳯웻뎵ꆣ KellerꆢAaker뫍Yoo릺싲틢풸 23ꆢ컒뫜폐뿉쓜릺싲럡쳯웻뎵ꆣ 뗈잰죋뾪랢뫍쪹폃뗄 24ꆢ컒뫜뿉쓜믡췆볶럡쳯웻뎵 솿뇭 25ꆢ컒죏캪럡쳯웻뎵뗄닺욷훊솿럇뎣룐횪훊솿 뫃ꆣ 26ꆢ컒뻵뗃럡쳯웻뎵뗄닺욷탔쓜럇뎣뿉뾿 27ꆢ컒죏캪럡쳯웻뎵뗄훊솿횵뗃뎤웚탅삵ꆣ 28ꆢ컒뻵뗃릺싲럡쳯웻뎵컯폐쯹횵ꆣ 룐횪볛횵 29ꆢ듓릺싲쯹뮨럑뗄쪱볤ꆢ릺싲뗄뇣샻탔틔벰볛룱뗈뾼싇ꎬ릺싲럡쳯웻뎵뇈뷏뫏쫊ꆣ 30ꆢ컒뻵뗃뮨럑퓚럡쳯뎵짏뗄잮횵뗃ꆣ뇭3-2 욷없닺솿뇭 죽ꆢ쫽뻝쫕벯ꆢ럖컶랽램 놾퇐뺿뗄퇐뺿쒿뗄쫇춨맽쪵횤랽램퇩횤닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬ꆣ떫믹폚쪱볤폫돉놾쿞훆뗄뾼싇ꎬ놾싛컄뗄컊뻭뷶퓚뫏럊쫐쓚랢럅ꎬ뗷닩뛔쿳뷶캪퓚뫏럊쫐쫐쏱ꆣ떫쫇퓚컊뻭랢럅맽돌훐ꎬ뛔쿳뗄톡퓱짏뿭랺ꎬ폐뺭볃뿭풣웳튵룟맜ꆢ훐닣맜샭헟ꎬ폐웳튵뗄웕춨풱릤ꎬ폐톧짺ꎬ폐쓐폐얮ꎬ폐샏폐짙ꎬ틲듋뿉틔놣횤컊뻭뷡맻뗄듺뇭탔뫜잿ꆣ잰닢늿럖ꎬ폫2010쓪2퓂19죕훁226
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 퓂25죕볤랢럅ꎬ믘쫕릲40럝ꎬ폐킧35럝ꆣ돵닢뗄쒿뗄퓚폚뫍놻닢뛔쿳뷸탐릵춨살뗷닩컊뻭훐컊쳢쫇럱쓜췪좫놻쿻럑헟뷓쫜ꆢ컊뻭뗄컊쳢쫇럱퇔볲틢뗈ꎬ죃놻닢헟쳡돶틢볻ꆣ돵닢컊뻭믘쫕뫳ꎬ룹뻝돵닢뛔쿳뗄랴삡ꎬ뛔컊뻭뗄컊쳢뷸탐쇋늿럖탞룄뫳ꎬ탎돉쇋ퟮ훕뗄컊뻭ꎬ볻뢽슼 쪵닢늿럖퓲ퟔ2010쓪3퓂1죕훁2010쓪3퓂7죕ꎬ퓚뫏럊뗘쟸릲랢럅컊뻭350럝ꎬ믘쫕335럝ꎬ웤훐폐킧컊뻭330럝ꆣ 놾컄훷튪닉폃ꎬ쫕벯뫳뗄쫽뻝뷸탐틔쿂럖컶ꎺ (튻)탅뛈뫍킧뛈럖컶ꎺ닉폃Cronbach AlphaꎬAlpha듳폚쪱뿉뾿뛈뫜뫃ꎬ퓚횮볤뿉뾿뛈튻냣ꎬ뿉틔뷓쫜ꆣ듋훖럖컶훷튪붫폃폚뗷닩컊뻭헽쪽탎돉횮잰ꎬ틔쳡룟컊뻭뗄탅뛈뫍킧뛈ꆣ (뛾)틲ퟓ럖컶ꎺ퓚쿠뮥맘솪뗄튻ퟩ뷏뛠뗄룐횪럧쿕뇤솿훐쳡좡릫릲틲ퟓꎬ틔훘탂ퟩ뫏돉쫽쒿뷏짙뗄ꆢ쿠뮥컞맘뗄벸룶훷튪틲ퟓꎬ듓뛸듯떽붵캬쒿뗄ꆣ퓚ퟷ틲ퟓ럖컶쪱ꎬ춨맽뇤솿횮볤뗄쿠맘쾵쫽ꆢKMO횵뫍냍쳘샻쳘쟲쳥볬퇩살좷뚨틲ퟓꆣ (죽)쿠맘탔럖컶ꎺ폃살럖컶룐횪럧쿕뗄캬뛈뫍욷없닺룷캬뛈횮볤뗄뷴쏜솪쾵돌뛈ꎬ뎣폃Pearson횵살닢솿ꎬPearson횵풽듳뇭쪾쿠맘탔풽잿ꆣ 27
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 튻ꆢ퇹놾춳볆쫽뻝쏨쫶 (튻)뗷닩뛔쿳뗄죋뿚춳볆뇤솿쏨쫶 놾컄훷튪쫇퇐뺿맋뿍퓚닺욷캣믺쫂볾훐뗄룐횪럧쿕ꎬ틔벰헢훖룐횪럧쿕룸웳튵욷없닺쯹듸살뗄펰쿬ꆣ틲듋퓚톡퓱뗷닩뛔쿳쫇늢쎻폐뿌틢톰헒폐뎵튻ퟥꎬ뛸쫇톡퓱웕춨쿻럑헟ꎬ볙짨쯻쏇ힼ놸싲뎵ꎬ“럡쳯웻뎵헙믘”믡룸쯻쏇듸살쪲쎴퇹뗄럧쿕룐횪ꎬ뛸헢훖룐횪폖믡룸럡쳯욷없닺듸살퓵쎴퇹뗄펰쿬ꆣ 놾싛컄뗄컊뻭믘쫕3퓂7죕췪뇏ꎬ릲랢럅350럝ꎬ믘쫕335럝ꎬ웤훐폐킧컊뻭330럝ꎬ컊뻭믘쫕싊%ꎬ폐킧싊%ꆣ믘쫕뫳ꎬ뛔컊뻭쳞돽뗄뇪ힼ폐솽룶ꎺ튻쫇쳞돽컊뻭쳮듰좱슩첫뛠헟ꎻ뛾쫇볬닩쫜닢헟쫇럱죏헦뗄쳮킴컊뻭ꆣ컊뻭랢럅맽돌훐ꎬ뛔쿳뗄톡퓱짏뿭랺ꎬ폐뺭볃뿭풣웳튵룟맜ꆢ훐닣맜샭헟ꎬ폐웳튵뗄웕춨풱릤ꎬ폐톧짺ꎬ늻춬쓪쇤ꆢ늻춬짭럝ꆢ늻춬탔뇰뗈좺쳥닉ꎬ틲듋컊뻭뷡맻듺뇭탔뫜잿ꆣ 1ꆢ퇹놾쫽뻝쏨쫶탔춳볆럖컶 뛔폚ퟔ뇤솿룐횪럧쿕뗄컥룶뇤솿ꎺ닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕ꆢ짧믡럧쿕ꆢ탄샯럧쿕뗄뛈솿횸뇪뷸탐뻹횵볆쯣ꎬ살쇋뷢맋뿍퓚닺욷캣믺쫂볾훐뗄룷훖럧쿕뗄룐횪돌뛈ꆣ 뇭 ퟔ뇤솿룐횪럧쿕쏨쫶탔춳볆 틲뇤솿 닢솿컊쿮쫽쒿 ퟮ킡횵 ퟮ듳횵 욽뻹횵 뇪ힼ닮 닆컱럧쿕 4 1 7 릦쓜럧쿕 4 1 7 낲좫럧쿕 3 1 7 짧믡럧쿕 4 1 7 탄샭럧쿕 3 1 7 평짏뇭뿉횪ꎬ맋뿍뛔럡쳯쫂볾뗄럧쿕룐횪돌뛈듦퓚닮틬ꎬ내헕죏횪돌뛈듓듳떽킡뗄쮳탲틀듎쫇닆컱럧쿕ꆢ낲좫럧쿕ꆢ릦쓜럧쿕ꆢ탄샭럧쿕뫍짧믡럧쿕ꆣ쮵쏷쿻럑헟퓚닺욷짋몦쫂볾훐쯹룐쫜떽뗃닆컱럧쿕쫇ퟮ짮뿌뗄ꆣ 28
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 뛸펦뇤솿욷없닺뗄쯄룶캬뛈ꎺ욷없훒돏ꆢ룐횪볛횵ꆢ룐횪훊솿ꆢ릺싲틢풸뗄뛈솿횸뇪춬퇹튲뷸탐뻹횵볆쯣ꎬ폃살쇋뷢맋뿍뗄룐횪럧쿕뛔욷없닺쮼캬뛈럖뇰뗄펰쿬돌뛈ꆣ 뇭 틲뇤솿쏨쫶탔춳볆 틲뇤솿 닢솿컊쿮쫽쒿 ퟮ킡횵 ퟮ듳횵 욽뻹횵 뇪ힼ닮 욷없훒돏 3 1 7 룐횪볛횵 3 1 7 룐횪훊솿 3 1 7 릺싲틢풸 3 1 7 평짏뇭뿉횪ꎬ맋뿍퓚닺욷짋몦쫂볾훐뛔욷없닺뗄룷룶캬뛈뗄죏횪돌뛈튲쫇듦퓚닮틬뗄ꆣ ퟛ짏뛔ퟔ뇤솿뫍틲뇤솿뗄쏨쫶탔춳볆럖컶뿉볻퇹놾쫽뻝랶캧뷏맣ꎬ뇪ힼ닮쟩뿶튲랴펳퇹놾쫽뻝뗄샫즢쟩뿶뇈뷏쫊훐ꎬ쫽뻝듦퓚닮틬ꎬ쮵쏷늻춬뗄쿻럑헟뛔헢킩펰쿬틲쯘뗄룐횪튲쫇듦퓚닮틬뗄ꎬ튲쫇럻뫏쫂쪵쟩뿶뗄ꆣ 뛾ꆢ탅뛈폫킧뛈럖컶 (튻)탅뛈럖컶 탅뛈ꎨReliabilityꎩ벴뿉뾿탔믲튻훂탔ꎬퟷ캪튻룶쫽샭뇤솿쯼횻쫜쯦믺컳닮뗄펰쿬ꎬ쯦믺컳닮풽듳ꎬ탅뛈풽뗍ꎬ쯦믺컳닮풽킡ꎬ탅뛈풽룟ꆣ틲듋탅뛈튲뿉뾴ퟷ쫇닢쫔뷡맻쫜쯦믺컳닮펰쿬뗄돌뛈ꎬ쾵춳컳닮늻믡펰쿬탅뛈ꆣ 탅뛈횸뇪뛠틔쿠맘쾵쫽뇭쪾ꎬ쯼폃폚뫢솿뛔춬튻뛔쿳닉폃춬퇹뗄랽램훘뢴닢솿쪱쯹뗃뷡맻뗄튻훂탔돌뛈ꆣ튻냣죏캪ꎬ탅뛈횸뇪럖캪컈뚨쾵쫽ꆢ뗈횵쾵쫽ꆢ쓚퓚튻훂탔쾵쫽뫍움럖헟튻훂탔쾵쫽헢쯄샠ꎬ쯼쏇럖뇰폃폚뫢솿솿뇭뇤솿뗄뿧쪱볤튻훂탔ꆢ뿧탎쪽튻훂탔ꆢ뿧쿮쒿튻훂탔틔벰뿧움럖훷쳥뗄튻훂탔ꎬ튻냣퓚톧쫵퇐뺿훐ퟮ볻떽뗄쫇잰죽헟ꆣ폫횮쿠뛔펦ꎬ탅뛈럖컶뗄랽램튲훘닢탅뛈램ꆢ뢴놾탅뛈램ꆢ닰냫탅뛈램뫍Cronbach’s α탅뛈쾵쫽램헢쯄훖ꎬ웤훐폃훘닢탅뛈램닢돶뗄ꆰ훘닢탅뛈ꆱ쫴폚컈뚨쾵쫽ꎬ뢴놾탅뛈램닢돶뗄ꆰ뢴놾탅뛈ꆱ쫴폚뗈횵쾵쫽ꎬ뛸ꆰ닰냫탅뛈ꆱ뫍ꆰCronbach’s α탅뛈ꆱ뚼쫴폚쓚퓚튻훂탔쾵쫽ꆣ쒿잰톧쫵퇐뺿쪹폃ퟮ뛠쫇Cronbach’s α탅뛈쾵쫽ꎬ듋랽램쳘뇰쫊폃폚뛔짦벰떽뗷닩뛔쿳첬뛈ꆢ맛뗣뫍 29
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 훷맛움볛뗄쳢쿮솿뇭ꎨ컊뻭ꎩ뷸탐탅뛈볬퇩ꆣ튻냣살쮵ꎬCronbach’s α쫇뷩폚1뫍0횮볤뗄쫽ꎬCronbach’s α풽듳ꎬ퓲뇤솿뗄룷룶쳢쿮횮볤뗄쿠맘탔뻍풽듳ꎬ춬쪱쓚늿튻훂탔뻍풽룟ꎬ샭싛뷧맘폚Cronbach’s α횵뗄뇤뮯랶캧벰웤뛔펦뗄뿉뷓쫜돌뛈뗄튻냣릲쪶뿉맩쓉볻뇭ꎺ 뇭 룐횪럧쿕솿뇭탅뛈럖컶 뇤솿 Cronbach’sa쾵쫽 닆컱럧쿕 릦쓜럧쿕 낲좫럧쿕 탄샭럧쿕 짧믡럧쿕 욷없훒돏 룐횪볛횵 룐횪훊솿 릺싲틢풸 (뛾)킧뛈럖컶 킧뛈ꎨValidityꎩ벴폐킧탔믲헽좷탔ꎬ쯼쫇횸닢솿릤뻟믲쫖뛎쓜릻ힼ좷닢돶쯹탨닢솿뗄쫂컯뗄돌뛈ꆣ킧뛈뿉틔럖캪쓚죝킧뛈ꆢ킧뇪킧뛈뫍릹붨킧뛈ꆣ놾퇐뺿훷튪듓쓚죝킧뛈뫍릹붨킧뛈살럖컶쯹톡솿뇭뗄킧뛈ꆣ 쓚죝킧뛈폖돆뇭쏦킧뛈믲싟벭킧뛈ꎬ쯼쫇횸쯹짨볆뗄쳢쿮쓜럱듺뇭쯹튪닢솿뗄쓚죝믲훷쳢ꎬ웤폐킧돌뛈훷튪좡뻶폚닢솿쳢쿮닺짺뗄쪵볊놳뺰ꆣ뇤솿닢솿뗄쓚죝킧뛈움볛ꎬ춨뎣춨맽컄쿗럖컶뫍럃첸랽램뛔닢솿쳢쿮뗄듺뇭탔뫍ퟛ뫏탔뷸탐움맀ꆣ놾컄뛔닺욷캣믺쫂볾훐뗄룐횪럧쿕뫍욷없닺뗄뫢솿컊쿮ꎬ뻹폐튻뚨뗄샭싛믹뒡ꎬ퓙룹뻝쪵볊뗄닺욷캣믺쫂볾놳뺰탞룄뛸돉ꆣ평듋짺돉뗄닢솿쳢쿮ꎬ뺭맽폫떼쪦벰뛠캻퇐뺿짺춬톧뗄짮죫첽쳖ꎬ탞룄뛸뗃ꆣ틲듋죏캪컊뻭쳢쿮뻟폐뫜뫃뗄쓚죝킧뛈ꆣ 놾퇐뺿닉폃첽쯷탔틲ퟓ럖컶랽램살퇩횤뷡릹킧뛈ꆣ틲ퟓ럖컶쫇듓뛠룶쪵닢뗄풭뇤솿훐쳡좡돶뷏짙쫽뗄ꆢ뮥늻쿠맘뗄ꆢ돩쿳뗄ퟛ뫏횸뇪ꎬ벴ꆰ틲ퟓꆱꎬ쎿룶뇤30
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 솿뿉폃헢킩쳡좡돶뗄릫릲틲ퟓ뗄쿟탔ퟩ뫏뇭쪾ꎬ룹뻝룷룶틲ퟓ뛔풭뇤솿뗄펰쿬듳킡ꎬ틠뿉붫풭뇤솿뮮럖캪뗈춬폚틲ퟓ쫽쒿뗄샠쫽ꆣ헢튻벼쫵퓚솿뇭뗄릹붨킧뛈움볛훐뗃떽쇋맣랺펦폃ꆣ퓚틲ퟓ럖컶뗄뷡맻훐ꎬ폃폚움볛뷡릹킧뛈뗄훷튪횸뇪폐샛믽릱쿗싊ꆢ릲춬뛈뫍틲ퟓ뢺뫉ꆣ샛믽릱쿗싊랴펳릫틲ퟓ뛔솿뇭뗄샛믽폐킧돌뛈ꎬ릲춬뛈랴펳평릫틲ퟓ뷢쫍풭뇤솿뗄폐킧돌뛈ꎬ틲ퟓ뢺뫉랴펳풭뇤솿폫쒳룶릫틲ퟓ뗄쿠맘돌뛈ꆣ (1974)죏캪ꎬ퓚뷸탐틲ퟓ럖컶뗄탅뛈볬퇩쪱ꎬ탨튪뷸탐KMO볬퇩ꆣ놾퇐뺿뗄틲ퟓ럖컶랽램닉폃ퟮ듳“훷돉럖틲쯘럖컶”ꎬ늢룹뻝Kaiser뗄붨틩ꎬ틲쯘뗄쳘헷횵탨듳폚1ꎬ룷뇤솿뗄틲쯘뢺뫉솿탨듳폚ꎬ틔뇣헒돶닺욷캣믺쫂볾훐맋뿍뗄룐횪럧쿕뗄캬뛈틔벰펰쿬웳튵욷없닺뗄룷캬뛈ꆣ퓙춨맽ퟮ듳랽닮헽붻탽램ꎬ뷢쫍릲춬틲쯘ꆣ 1ꆢ룐횪럧쿕 쫗쿈뛔맋뿍룐횪럧쿕룷룶쳢쿮뷸탐쇋퇹놾돤럖탔볬퇩ꎬ뷡맻죧쿂ꎺ 뇭 맋뿍룐횪럧쿕KMO닢뛈뷡맻뫍냍쳘샻쳘쟲뛈볬퇩뷡맻 KMO퇹놾닢뛈 뷼쯆뾨랽럖엤 냍쳘샻쳘쟲쳥볬ퟔ평뛈 df 176 퇩 쿔훸탔룅싊Sig KMO쾵쫽캪 ꎬ퇹놾럖늼뗄쟲탎Bartleet뾨랽볬퇩횵캪 ꎬ듯떽쿔훸탔쮮욽ꎬ뇭쏷뿉틔뛔쫽뻝뷸탐틲ퟓ럖컶ꆣ 뇭4-5 룐횪럧쿕틲ퟓ럖컶 틲ퟓ 틲ퟓ쳢쿮 릲춬뛈 쏼쏻1 2 3 4 5 1 .832 .786 2 .846 .809 닆컱3 럧쿕.786 .745 4 .801 .834 5 .854 .765 낲좫 31
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 6 .821 .721 럧쿕7 .823 .719 8 .798 .817 9 .798 .671 릦쓜10 .804 .801 럧쿕11 .698 .749 12 .687 .698 13 .745 .765 짧믡14 럧쿕 .689 .714 15 .732 .697 16 .698 .765 탄샭17 .768 .745 럧쿕18 .655 .712 쳘헷횵 샛볆랽닮뷢 쫍냙럖뇈(%) 4 6 1 0 죧뇭4-4뿉횪ꎬ룷쳢쿮뗄릲춬뛈뻹듳폚ꎬ쮵쏷쳢쿮짨볆킧뛈뷏뫃ꎬ뫏샭폐킧ꆣ룐횪럧쿕룹뻝틲ퟓ쳘헷횵듳폚1ꎬ?좡돶쇋컥샠틲쯘ꆣ틲쯘튻닆컱럧쿕ꎬ웤Cronbach’s α횵캪ꎬ탅뛈뫜뫃ꆣ틲쯘뛾릦쓜럧쿕ꎬ웤Cronbach’s α횵캪ꎬ뻟폐뫜뫃탅뛈ꆣ틲쯘죽낲좫럧쿕ꎬ웤Cronbach’s α횵캪ꎬ탅뛈뫜뫃ꆣ틲쯘쯄짧믡럧쿕ꎬ웤Cronbach’s α횵캪ꎬ뻟폐뷏뫃탅뛈ꆣ틲쯘컥탄샭럧쿕ꎬ웤Cronbach’s α횵캪ꎬ뻟폐뷏뫃탅뛈ꆣ 평듋뿉볻ꎬ룐횪럧쿕틲ퟓ럖컶뗄뷡맻폫놾컄풤짨뗄룐횪럧쿕틲쯘컥룶캬뛈쿠럻ꎬ쮵쏷놾컄뗄퇐뺿볙짨뫍뗷닩컊뻭짨볆쫇뿆톧뫏샭뗄ꎬ쟒뗷퇐쫽뻝폐킧ꎬ쓜헦쪵뗘랴펦쿻럑헟퓚닺욷캣믺쫂볾훐뛔럧쿕뗄룐횪쟩뿶ꆣ볙짨H1놻퇩횤ꆣ 2ꆢ욷없닺 욷없닺뗄솿뇭ꎬ솿뇭뗄짨볆쫇룹뻝잰죋뗄퇐뺿돉맻ퟜ뷡탞룄뛸돉뗄ꎬ틲듋32
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 탨튪뛔욷없닺뗄룷룶캬뛈뷸탐틲ퟓ럖컶ꎬ뷸탐뷡릹킧뛈볬퇩ꆣ틔업돽룷룶ퟔ뇤솿횮볤듦퓚뷏잿쿠맘맘쾵뗄쟩탎ꎬ헒돶뺫볲뗄ꆢ폐틢틥뗄맘볼뇤솿살랴펳뻟쳥뗄컊쳢ꆣ쫗쿈뛔욷없닺뗄룷룶쳢쿮뷸탐쇋퇹놾돤럖탔볬퇩ꎬ뷡맻죧쿂ꎺ 뇭 KMO퇹놾닢뛈뷡맻뫍냍쳘샻쳘쟲뛈볬퇩뷡맻 KMO퇹놾닢뛈 뷼쯆뾨랽럖엤 냍쳘샻쳘쟲쳥볬퇩 ퟔ평뛈 df 쿔훸탔룅싊Sig KMO쾵쫽캪ꎬ퇹놾럖늼뗄쟲탎Bartleet뾨랽볬퇩횵캪 ꎬ듯떽쿔훸탔쮮욽ꎬ뇭쏷뿉틔뛔쫽뻝뷸탐틲ퟓ럖컶ꆣ 퓚쫊틋ퟶ틲ퟓ럖컶뗄믹뒡짏닉폃훷돉럖램뫍랽닮ퟮ듳탽램뗃떽탽뫳뗄틲ퟓ퓘뫉뻘헳죧뇭 뇭4. 7탽뫳뗄욷없닺틲ퟓ뢺퓘횵뇭 틲ퟓ 쳢쿮 릲춬뛈 틲ퟓ쏼쏻 1 2 3 4 19 .718 .806 20 .698 .725 욷없훒돏 21 .729 .824 22 .796 .828 23 .802 .657 룐횪훊솿 24 .782 .723 25 .820 .738 26 .802 .704 룐횪럧쿕 27 .791 .826 28 .895 .832 29 .813 .765 릺싲틢풸 30 .791 .787 33
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 쳘헷횵 샛볆랽닮뷢쫍 냙럖뇈9 (%) 평럖컶뷡맻뿉횪ꎬ볙짨퇐뺿쒣탍훐ꎬ닺욷짋몦쫂볾훐맋뿍룐횪럧쿕뛔욷없닺펰쿬뗄볙짨럻뫏쿻럑헟쪵볊룐횪뗄쟩뿶ꎬ늢쟒솿뇭뗄짨볆쓜릻폐킧뗄뫢솿룷룶펰쿬뇤솿ꆣ룷룶뇤솿틲ퟓ뗄쪵볊샛볆랽닮뷢쫍냙럖뇈뻹뎬맽60%,쮵쏷닢솿룷룶펰쿬틲쯘뗄솿뇭컊쿮뗄뿉뾿탔솼뫃ꎬ퇐뺿뗄ힼ좷탔쳡룟ꆣ 룹뻝틲ퟓ럖컶뷡맻ꎬ놾퇐뺿닺욷짋몦쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄쯄룶틲쯘폐펰쿬ꎬ럖뇰쫇욷없훒돏ꆢ룐횪볛횵ꆢ룐횪럧쿕ꆢ릺싲틢풸ꆣ헢쯄룶펰쿬틲쯘쫇퓚볙짨쒣탍훐룹뻝쪵볊뗄럡쳯헙믘쫂볾쟩뿶쳡돶뗄ꎬ춨맽뛔쿻럑헟뗄컊뻭뗷닩ꎬ뷸튻늽횤쪵쇋헢쯄룶펰쿬틲쯘뗄쪵볊듦퓚뫍뿉룐횪탔ꆣ볙짨H2놻퇩횤ꎬ캪뷸튻늽퇩횤볙짨쳡릩쇋뿉뾿뗄놣헏ꆣ 죽ꆢ쿠맘럖컶뫍믘맩럖컶 쿠맘럖컶쫇튻훖뎣볻뗄폃폚퇐뺿뇤솿횮볤솪쾵뷴쏜돌뛈뗄춳볆랽램ꎬ쏨쫶뗄뚨솿횸뇪쫇쿠맘쾵쫽ꆣ뎣폃욤뛻톷(Pearson)쿠맘쾵쫽살뛈솿뇤솿횮볤뗄쿟탔쿠맘돌뛈ꎬPearson횵풽듳뇭쪾쿠맘탔풽잿ꆣ 놾싛컄볙짨퓚닺욷짋몦쫂볾훐맋뿍룐횪럧쿕뗄컥룶캬뛈믡뛔웳튵욷없닺뗄쯄룶캬뛈닺짺펰쿬ꎬ틲듋탨튪붫룐횪럧쿕뗄컥룶캬뛈뫍욷없닺뗄쯄룶캬뛈뷸탐쿠맘탔럖컶ꎬ뷸뛸퇩횤놾퇐뺿쳡돶뗄쒣탍틔벰볙짨ꎬ뷸탐쿠맘럖컶쪱쫇폃쎿룶쳢쿮뗄욽뻹횵뷸탐춳볆럖컶뗄ꆣ (튻)맋뿍룐횪럧쿕폫욷없닺뗄쿠맘탔럖컶 춨맽쿠맘탔럖컶뗃돶맋뿍룐횪럧쿕뗄컥룶캬뛈폫욷없닺뗄쯄룶캬뛈뗄쿠맘탔죧쿂춼 34
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 뇭 룐횪럧쿕폫욷없닺쿠맘럖컶 욷없닺 룐횪럧쿕 욷없훒돏 룐횪훊솿 룐횪볛횵 릺싲틢풸 닆컱럧쿕 ** ** ** 릦쓜럧쿕 ** ** ** ** 낲좫럧쿕 ** ** ** ** 탄샭럧쿕 ** ** 짧믡럧쿕 **뇭쪾퓚쿔훸쮮욽캪쪱(쮫닠)ꎬ쿠맘쿔훸. 평짏뇭쿔쪾뷡맻뿉횪ꎬ룐횪럧쿕뗄컥룶캬뛈뚼폫욷없훒돏폐뢺쿠맘탔ꎬ쳘뇰쫇웤훐닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕ꆢ뫍탄샭럧쿕뫍욷없훒돏쿔훸뢺쿠맘ꆣ평폚릺싲웻뎵뛔폚웕춨쿻럑헟살쮵쫇튻뇊늻킡뗄뺭볃횧돶ꎬ튻떩쿻럑헟쳽떽쒳킩맘폚“럡쳯웻뎵”뗄뢺쏦쿻쾢ꎬ뫜뿬뻍믡룐쫜떽닆컱랽쏦뗄쯰쪧ꎬ뛸헢훖룐횪럧쿕풽듳뛔욷없훒돏뗄펰쿬뻍풽듳ꆣ뛸웻뎵ퟷ캪붻춨릤뻟ꎬ퓚붻춨쫂맊욵랢뗄떱뷱ꎬ죋쏇뛔붻춨릤뻟뗄낲좫룱췢맘힢ꎬ뛸“럡쳯헙믘”뗄훐탄컊쳢쫇낲좫컊쳢ꎬ틲듋맋뿍뛔웻뎵뗄낲좫럧쿕룱췢쏴룐ꎬ틲듋ꎬ낲좫럧쿕뛔욷없훒돏ꆢ룐횪훊솿ꆢ룐횪볛횵ꆢ릺싲틢풸뚼쿔훸뢺쿠맘ꆣ 춬퇹웕춨쿻럑헟뛔폚뮨듳뇊잮릺싲뗄웻뎵ꎬ뛔웤릦쓜튪쟳튲쫇뫜룟뗄ꎬ튻떩웻뎵돶쿖뢺쏦탅쾢ꎬ쿻럑헟뫜뿬뻍믡떣탄쯹릺싲뗄웻뎵늻쓜싺ퟣ쯻쏇풤웚뗄탨쟳ꎬ헢퇹뻍믡뛔욷없훒돏ꆢ룐횪훊솿ꆢ룐횪볛횵ꆢ릺싲틢풸닺짺뫜쿔훸뗄뢺쏦펰쿬ꆣ 쇭췢짧믡럧쿕뫍탄샭럧쿕뛔욷없닺튲듦퓚뢺쿠맘탔ꎬ떫쫇늢늻쫇쿔훸뢺쿠맘ꎬ쮵쏷쿖퓚웕춨쿻럑헟뛔폚웻뎵쫇럱쳥쿖룶죋짭럝늻쫇뫜퓚틢ꎬ뮹폐튻룶풭틲뿉쓜쫇웕춨쿻럑헟릺싲웻뎵횻쫇캪쇋싺ퟣ돶탐뇣샻탨쟳ꎬ틲듋닺욷짋몦쫂볾랢짺뫳쿻럑헟뛔폚짧믡럧쿕뫍탄샭럧쿕뗄룐횪늢늻쫇뫜잿쇒ꎬ뛔욷없닺뗄펰쿬튲늻쫇뫜쿔훸ꆣ 35
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 (뛾)믘맩럖컶 춨맽짏쏦뗄쿠맘탔볬퇩뿉틔뾴돶퓚닺욷짋몦쫂볾훐룐횪럧쿕룷캬뛈뫍욷없닺룷캬뛈횮볤듦퓚쿠맘탔ꆣ쿂쏦컒쏇퓙뷸탐믘맩럖컶살볬퇩룷캻뛈횮볤쫇럱듦퓚틲맻맘쾵ꆣ쿟탔믘맩볙짨틲뇤솿뫍ퟔ뇤솿횮볤캪쿟탔맘쾵ꎬ폃튻뚨뗄쿟탔믘맩쒣탍살쓢뫏틲뇤솿뫍ퟔ뇤솿횮볤뗄쫽뻝ꎬ늢춨맽좷뚨쒣탍닎쫽살뗃떽랽돌ꆣ 뛠풪쿟탔믘맩뗄믘맩쒣탍캪ꎺ Υ=b +bX+bX+...+bX 01i12i2nin쒣탍훐룷룶쾵쫽폫뎣쫽쿮춨뎣샻폃ퟮ킡뛾돋램살쟳뗃ꎬ뗃떽튻룶믘맩쾵쫽ꆣ좻뫳뛔믘맩쾵쫽뷸탐볬퇩ꆣ 1ꆢ욷없훒돏뗄믘맩럖컶 쿠맘탔럖컶훐틑뺭퇩횤닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕ꆢ짧믡럧쿕ꆢ탄샭럧쿕뫍욷없훒돏듦퓚쿠맘탔ꎬ캪쇋쏷좷욷없훒돏뗄훷튪펰쿬틲쯘ꎬ벴쓄킩틲쯘폫욷없훒돏듦퓚틲맻맘쾵ꎬ룷캬뛈뫍욷없훒돏뷸탐믘맩럖컶ꎬ뷡맻죧쿂뇭ꎺ 뇭 욷없훒돏뗄믘맩럖컶 쒣탍 럇뇪ힼ뮯믘맩쾵쫽뇪ힼ뮯믘 쿔훸탔룅뛠훘릲쿟탔쫽뻝맩쾵쫽 t횵 싊 쾵쫽 죝죌랽닮엲헍Beta Sig. B 뛈 틲ퟓVIF뎣쫽쿮 닆컱럧쿕 .834 릦쓜럧쿕 .883 낲좫럧쿕 -945 .859 탄샭럧쿕 .734 짧믡럧쿕 .723 2R(뗷헻뫳).706F .000 뛔욷없훒돏뗄믘맩럖컶뷡맻훐ꎬ죝죌뛈뻹뒦퓚뷏룟뗄쮮욽ꎬVIF횵ퟮ듳닅ꎬ풶풶킡폚10ꎬ맊뛸뿉에뚨컥룶ퟔ뇤솿횮볤늻듦퓚뷼쯆뗄쿟탔맘쾵ꎬ벴늻듦퓚뛠훘릲쿟탔컊쳢ꆣ뿉볻ퟔ뇤솿닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕ꆢ짧믡럧쿕ꆢ36
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 2탄샭럧쿕뷸죫쇋믘맩랽돌ꆣ뗷헻뫳뗄R캪ꎬ쮵쏷믘맩랽돌쓜뷢쫍뇤틬닮뗄%ꆣ늢쟒쯄룶틀듎뷸죫믘맩랽돌뗄뇤솿뗄럇뇪뮯쾵쫽럖뇰쫇ꆢꆢꆢꆢꎬ쯼쏇뚼퓚뗄쮮욽짏뛔욷없훒돏듦퓚쿔훸펰쿬ꆣ 듓뛸뗃돶욷없훒돏뗄믘맩랽돌ꎺ 욷없훒돏=*닆컱럧쿕*릦쓜럧쿕*낲좫럧쿕*탄샭럧쿕*짧믡럧쿕ꆣ 틔짏뷡맻뿉틔퇩횤ퟔ뇤솿닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕ꆢ짧믡럧쿕ꆢ탄샭럧쿕뛔욷없훒돏듦퓚쿔훸뢺쏦펰쿬ꎬH3aꆢH3bꆢH3cꆢH3dꆢH3e돉솢ꆣ 2ꆢ룐횪훊솿뗄믘맩럖컶 퓚쿠맘탔럖컶훐뗃돶릦쓜럧쿕ꆢ낲좫럧쿕뫍룐횪훊솿듦퓚쿔훸쿠맘탔ꎬ쿖뛔웤뷸탐믘맩럖컶ꎬ뷡맻죧쿂ꎺ 뇭 룐횪훊솿뗄믘맩럖컶 쒣탍 럇뇪ힼ뮯믘맩쾵쫽뇪ힼ뮯믘 쿔훸탔룅뛠훘릲쿟탔쫽뻝맩쾵쫽 t횵 싊 쾵쫽 죝죌랽닮엲헍Beta Sig. B 뛈 틲ퟓVIF뎣쫽쿮 릦쓜럧쿕 .783 낲좫럧쿕 .809 2R(뗷헻뫳).698F .000 뛔폚ퟮ훕뷸죫믘맩랽돌뗄릦쓜럧쿕뫍낲좫럧쿕솽룶틲쯘ꎬ죝죌뛈뻹뒦폚뷏룟뗄쮮욽ꎬ쟒VIF횵풶킡폚10ꎬ맊뛸뿉에뚨솽룶ퟔ뇤솿횮볤늻듦퓚뷼쯆뗄쿟탔맘2쾵ꎬ벴늻듦퓚뛠훘릲쿟탔컊쳢ꆣ뗷헻뫳뗄R캪ꎬ쮵쏷믘맩랽돌쓜뷢쫍뇤틬닮뗄%ꎬ늢쟒솽헟퓚뗄쮮욽짏뛔룐횪훊솿듦퓚쿔훸뗄뢺쿲펰쿬ꎬ럇뇪ힼ뮯믘맩쾵쫽캪럖뇰캪뫍ꎬ틲듋룐횪훊솿뗄믘맩랽돌쫇ꎺ 룐횪훊솿=*릦쓜럧쿕*낲좫럧쿕ꆣ 룃뷡맻뿉틔횤쪵릦쓜럧쿕뫍낲좫럧쿕뛔룐횪훊솿듦퓚쿔훸뗄뢺쏦펰쿬ꎬ볙짨 H5aꎬH5b돉솢ꆣ 37
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 3ꆢ룐횪볛횵뗄믘맩럖컶 퓚쿠맘탔럖컶훐뗃돶닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕ꆢ탄샭럧쿕뫍룐횪볛횵듦퓚쿔훸쿠맘탔ꎬ쿖뛔웤뷸탐믘맩럖컶ꎬ뷡맻죧쿂ꎺ 뇭 룐횪볛횵뗄믘맩럖컶 쒣탍 럇뇪ힼ뮯믘맩쾵쫽뇪ힼ뮯믘 쿔훸탔룅뛠훘릲쿟탔쫽뻝맩쾵쫽 t횵 싊 쾵쫽 죝죌랽닮엲헍Beta Sig. B 뛈 틲ퟓVIF뎣쫽쿮 닆컱럧쿕 .934 릦쓜럧쿕 .873 낲좫럧쿕 .846 짧믡럧쿕 .783 2R(뗷헻뫳).649F .000 뛔룐횪훊솿뗄믘맩럖컶뷡맻훐ꎬ죝죌뛈뻹뒦퓚뷏룟뗄쮮욽ꎬVIF횵풶풶킡폚10ꎬ맊뛸뿉에뚨쯄룶ퟔ뇤솿횮볤늻듦퓚뷼쯆뗄쿟탔맘쾵ꎬ벴늻듦퓚뛠훘릲쿟탔컊쳢ꆣ뿉볻ퟔ뇤솿닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕ꆢ짧믡럧쿕뷸죫쇋믘맩랽돌ꆣ뗷2헻뫳뗄R캪ꎬ쮵쏷믘맩랽돌쓜뷢쫍뇤틬닮뗄%ꆣ늢쟒쯄룶틀듎뷸죫믘맩랽돌뗄뇤솿뗄럇뇪뮯쾵쫽럖뇰쫇ꆢꆢꆢꎬ쯼쏇뚼퓚뗄쮮욽짏뛔룐횪볛횵듦퓚쿔훸펰쿬ꆣ 듓뛸뗃돶룐횪볛횵뗄믘맩랽돌ꎺ 룐횪볛횵=*닆컱럧쿕*릦쓜럧쿕*낲좫럧쿕*짧믡럧쿕ꆣ 틔짏뷡맻뿉틔횤쪵닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕ꆢ짧믡럧쿕뛔룐횪볛횵듦퓚쿔훸뗄뢺쏦펰쿬ꎬ볙짨H6aꆢH6bꆢH6cꆢH6d돉솢ꆣ 4ꆢ릺싲틢풸뗄믘맩럖컶 퓚쿠맘탔럖컶훐뗃돶닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕뫍릺싲틢풸듦퓚쿔훸쿠맘탔ꎬ쿖뛔웤뷸탐믘맩럖컶ꎬ뷡맻죧쿂ꎺ 38
뗚쯄헂 쫽뻝헻샭ꆢ럖컶벰볙짨퇩횤 뇭 릺싲틢풸뗄믘맩럖컶 쒣탍 럇뇪ힼ뮯믘맩쾵쫽뇪ힼ뮯믘 쿔훸탔룅뛠훘릲쿟탔쫽뻝맩쾵쫽 t횵 싊 쾵쫽 죝죌랽닮엲헍Beta Sig. B 뛈 틲ퟓVIF뎣쫽쿮 닆컱럧쿕 .809 릦쓜럧쿕 .845 낲좫럧쿕 .832 2R(뗷헻뫳).712F .000 뛔릺싲틢풸뗄믘맩럖컶뷡맻훐ꎬ죝죌뛈뻹뒦퓚뷏룟뗄쮮욽ꎬVIF횵풶풶킡폚10ꎬ맊뛸뿉에뚨죽룶ퟔ뇤솿횮볤늻듦퓚뷼쯆뗄쿟탔맘쾵ꎬ벴늻듦퓚뛠훘릲쿟탔컊2쳢ꆣ뿉볻ퟔ뇤솿닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕뷸죫쇋믘맩랽돌ꆣ뗷헻뫳뗄R캪ꎬ쮵쏷믘맩랽돌쓜뷢쫍뇤틬닮뗄%ꆣ늢쟒죽룶틀듎뷸죫믘맩랽돌뗄뇤솿뗄럇뇪뮯쾵쫽럖뇰쫇ꆢꆢꎬ쯼쏇뚼퓚뗄쮮욽짏뛔릺싲틢풸듦퓚쿔훸펰쿬ꆣ 듓뛸뗃돶릺싲틢풸뗄믘맩랽돌ꎺ 릺싲틢풸=*닆컱럧쿕*릦쓜럧쿕*낲좫럧쿕 틔짏뷡맻뿉틔횤쪵닆컱럧쿕ꆢ릦쓜럧쿕ꆢ낲좫럧쿕뛔릺싲틢풸듦퓚쿔훸뗄뢺쏦펰쿬ꎬ볙짨돉솢ꆣH4aꆢH4bꆢH4c뗃떽퇩횤ꆣ짧믡럧쿕뫍탄샭럧쿕뛔릺싲틢풸듦퓚뢺쏦펰쿬ꎬ떫쫇펰쿬늢늻쿔훸ꆣ 39
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 뗚컥헂 퇐뺿뷡싛ꆢ볛횵벰햹췻 튻ꆢ퇐뺿뷡싛 룹뻝짏쫶룷룶뇤솿횮볤맘쾵뗄럖컶뷡맻ꎬ퇩횤놾퇐뺿뗄좫늿볙짨ꆣ붫퇐뺿뷡싛ퟜ뷡죧쿂ꎺ 뇭5-1 쪵횤럖컶뷡맻뛔볙짨뗄퇩횤쟩뿶 볙짨볬퇩뷡볙짨쓚죝 뇪뫅 맻 욷없닺훷튪평욷없훒돏ꆢ룐횪볛횵ꆢ룐횪훊솿ꆢ릺싲틢풸쯄룶H1 돉솢 캬뛈릹돉ꆣ H2 룐횪럧쿕훷튪평닆컱ꆢ릦쓜ꆢ짭쳥ꆢ탄샭ꆢ짧믡헢컥룶캬뛈릹돉 돉솢 H3a 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄릦쓜럧쿕폫욷없훒돏뢺쿠맘 돉솢 H3b 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄낲좫럧쿕폫욷없훒돏뢺쿠맘 돉솢 H3c 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄닆컱럧쿕폫욷없훒돏뢺쿠맘 돉솢 H3d 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄짧믡럧쿕폫욷없훒돏뢺쿠맘 돉솢 H3e 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄탄샭럧쿕폫욷없훒돏뢺쿠맘 돉솢 H4a 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄릦쓜럧쿕폫릺싲틢풸뢺쿠맘 돉솢 H4b 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄낲좫럧쿕폫릺싲틢풸뢺쿠맘 돉솢 H4c 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄닆컱럧쿕폫릺싲틢풸뢺쿠맘 돉솢 H4d 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄짧믡럧쿕폫릺싲틢풸뢺쿠맘 늻쿔훸 H4e 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄탄샭럧쿕폫릺싲틢풸뢺쿠맘 늻쿔훸 40
뗚컥헂 퇐뺿뷡싛ꆢ볛횵벰햹췻 H5a 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄릦쓜럧쿕폫룐횪훊솿뢺쿠맘 돉솢 H5b 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄낲좫럧쿕폫룐횪훊솿뢺쿠맘 돉솢 H6a 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄릦쓜럧쿕폫룐횪볛횵뢺쿠맘 돉솢 H6b 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄낲좫럧쿕폫룐횪볛횵뢺쿠맘 돉솢 H6c 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄닆컱럧쿕폫룐횪볛횵뢺쿠맘 돉솢 H6d 쿻럑헟뛔닺욷캣믺쫂볾뿉쓜퓬돉뗄짧믡럧쿕폫룐횪볛횵뢺쿠맘 돉솢 춨맽틔짏퇐뺿뷡싛뿉뾴돶ꎬ닆컱럧쿕뛔욷없닺뗄죽룶캬뛈욷없훒돏ꆢ룐횪볛횵ꆢ릺싲틢풸듦퓚쿔훸뢺쏦펰쿬ꎬ튻냣쿻럑헟뛔폚닆컱횧돶뻍쫇럇뎣맘힢뗄ꎬ솽췢볓짏웻뎵쫴폚뇈뷏낺맳쿻럑욷ꎬ쿻럑헟뛔폚“럡쳯헙믘”쫂볾닆컱럧쿕뗄룐횪룱췢쏷쿔ꆣ릦쓜럧쿕뛔욷없닺뗄쯄룶캬뛈뻹듦퓚쿔훸뢺쏦펰쿬ꎬ틲캪컒뗷닩뗄뛔쿳뚼쫇웕춨쿻럑헟ꎬ죧맻쯻쏇릺싲웻뎵뗄뮰ꎬ훷튪쒿뗄뻍쫇캪쇋싺ퟣ붻춨뇣샻탨쟳ꎬ쯹틔ퟔ좻뛔웻뎵뗄릦쓜럧쿕룱췢맘힢ꎬ튻떩랢짺“럡쳯헙믘”쫂볾ꎬ쿻럑헟뗄릦쓜럧쿕뗄룐횪튲쫇럇쿔훸뗄ꎬퟔ좻뻍믡뛔욷없훒돏뛈ꆢ룐횪훊솿ꆢ룐횪볛횵뫍릺싲틢풸닺짺펰쿬ꆣ낲좫럧쿕퓚웻뎵헢룶쳘쫢닺욷짭짏쿔뗃폈캪쏷쿔ꎬ틲캪튻떩웻뎵돶쿖낲좫컊쳢ꎬ뛔쿻럑헟뗄펰쿬쫇훂쏼탔뗄ꎬ틲듋쿻럑헟퓚“럡쳯헙믘”쫂볾훐룐횪떽뗄낲좫럧쿕럇뎣쿔훸ꎬ뛔욷없닺뗄펰쿬튲쫇뫜쿔훸뗄ꆣ퇐뺿뷡맻쿔쪾짧믡럧쿕뫍탄샭럧쿕뛔폚욷없닺뗄펰쿬좴늻쫇뫜쿔훸뗄ꎬ헢튲쫇럻뫏뎣샭뗄ꎬ틲캪컒쯹톡퓱뗄뛔쿳뚼쫇웕춨뗄쿻럑헟ꎬ웻뎵뛔폚쯻쏇살쮵횻쫇붻춨릤뻟ꎬ늢늻쫇쯻쏇폃살쳥퇩짧믡뗘캻뗄쿳헷컯욷ꎬ튲뿉쓜튲쫇놾싛컄뗄뻖쿞횮튻ꎬ죧맻뗷닩뛔쿳훐몬폐룟떵웻뎵뗄쿻럑헟ꎬ쓇쎴뷡싛뿉쓜뻍믡늻튻퇹쇋ꆣ 뛾ꆢ믹폚퇐뺿뷡싛뗄죴룉붨틩 (튻)붡좫훊솿맜샭믺훆 “럡쳯헙믘”쫂볾뗄횱뷓풭틲뻍쫇럡쳯뎵돶쿖쇋훊솿낲좫컊쳢ꎬ쿻럑헟뛔폚럡쳯웻뎵뗄럧쿕룐횪ꎬ닆컱ꆢ릦쓜ꆢ낲좫ꆢ짧믡ꆢ탄샭뚼쫇풴폚훊솿낲좫컊쳢ꎬ쯹캽ퟷ캪튻룶웳튵ퟮ훘튪튲쫇ퟮ룹놾뗄뻍쫇놣횤닺욷뗄훊솿뫍낲좫ꆣ뛸웻뎵탐튵듸폐ퟔ벺뗄쳘쫢탔ꎬ뛔폚웻뎵헢훖닺욷ꎬ웤훊솿맜샭냼삨솽랽쏦뗄쓚죝ꎺ(1)닺욷훊솿ꎬ헢뻍튪쟳컒쏇웳튵쟥돾뗘쇋뷢닺욷캣믺뿉쓜랢짺뗄맘볼뗣ꎬ쿱웻뎵헢훖벼 41
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 쫵몬솿쿠뛔뇈뷏룟뗄닺욷ꎬ뻍튪듓웻뎵뗄쇣늿볾뗄훊솿맜샭웰ꎬ퇏룱쳴톡쇣늿볾뗄릩펦짌ꆣ뛔폚짺닺뮷뷚퇏룱뿘훆ꎬ좷놣쎿볾닺욷뗄낲좫ꎬ춨맽쫂잰뿘훆퇏룱뛅뻸닺욷짋몦쫂볾뗄랢짺ꆣ닺욷훊솿뗄짨볆훷튪듓닺욷뗄낲좫탔ꆢ쓍폃탔ꆢ탂펱탔ꆢ벸룶랽쏦얬솦ꎬ떱좻닺욷뗄훊솿짨볆뮹뇭쿳퓚쪡ꆢ뇣ꆢ뿬ꆢ룟ꆢ뗈훮뛠랽쏦ꆣ튻룶뫃뗄닺욷훊솿놣횤쳥쾵튻냣냼삨닉폃탂벼쫵ꎬ퇏룱훊솿볠뚽ꎬ쳡룟횰릤뗄퓰죎룐뗈랽쏦ꆣ(2)럾컱훊솿ꆣ웳튵튪쿫쫷솢욷없탎쿳ꎬ놣돖욷없뗄뺺헹솦ꎬ뻍뇘탫퓚훘쫓닺욷훊솿뗄춬쪱ꎬퟱ톭럾컱훁짏뗄뺭펪샭쓮ꎬ잿뮯럾컱훊솿ꆣ럾컱훊솿쫇닺욷훊솿뗄퇓짬ꎬ뛔폚웻뎵헢훖닺욷쿔뗃룱췢훘튪ꎬ퓚쯹폐욷없뗄웻뎵뚼쓜싺ퟣ쿻럑헟릦쓜탨쟳ꎬ낲좫뚼폐놣헏뗄잰쳡쿂ꎬ쿻럑헟쯹맘힢뗄뻍쫇웳튵쯹쓜쳡릩뗄럾컱ꎬ죧ퟮ믹놾뗄캬탞럾컱ꆢ쇣엤볾럾컱ꆢ벰쪱뗄볬탞럾컱ꆢ웻뎵ퟢ쇞럾컱뗈뗈ꆣ뫜뛠욷없퓚닺욷훊솿컈벙컈듲뗄춬쪱ꎬ럾컱랴뛸쫇쯻쏇욷없뺺헹솦짏짽뗄직맢뗣ꆣ (뛾)붨솢폐킧컈뚨뗄볛룱믺훆 퓚쫐뎡뺭볃훐ꎬ볛룱쫇튻룶쪮럖쏴룐뗄튪쯘ꎬ쫇쿻럑헟ퟮ맘탄뗄닺욷튪쯘횮튻ꎬ쯼횱뷓펰쿬웳튵뗄뺺헹뻙듫ꆢ닺욷뗄쿺쫛솿벰샻죳ꎬ짦벰짺닺헟ꆢ뺭펪헟ꆢ쿻럑헟뗈룷랽쏦뗄샻틦ꆣ튻냣살쮵ꎬ떱웳튵짺닺튻훖탂닺욷ꎬ믲닉좡탂뗄럖쿺쟾뗀쪱ꎬ뚼탨튪룸웤닺욷믲럾컱훆뚨쿠펦뗄볛룱ꆣ춬쪱캪쇋폐킧뗘뾪햹쫐뎡펪쿺믮뚯ꎬ듙뷸쿺쫛쫕죫뗄퓶볓뫍샻죳뗄쳡룟ꎬ탨튪뛔틑뺭훆뚨뗄볛룱뷸탐뗷헻ꆣ떫쫇떱튻룶웳튵퓚웤닺욷퓚쫐뎡훐햼폐럝뛮뒦폚컈뚨ힴ첬뗄쪱뫲ꎬ웳튵펦룃쪵쪩컈뚨뗄볛룱닟싔ꆣ컈뚨뗄볛룱춨뎣쫇믱뗃튻뚨뗄쒿뇪쫕틦뗄뇘튪쳵볾ꎬ퓚쫐뎡릩쟳폫볛룱뺭뎣랢짺늨뚯뗄탐튵샯ꎬ컈뚨뗄볛룱춨뎣쫇컈뚨쫐뎡뗄훘튪쫖뛎ꆣ볛룱튻떩좷뚨틔뫳돽쇋뇘튪쟩뿶쿂ꎬ늻쓜뺭뎣탔뗄뗷헻ꎬ럱퓲쿻럑헟믡틲캪몦엂릺싲횮뫳닺욷붵볛뛸늻룒릺싲ꆣ (죽)붨솢폐킧뗄탅쾢뒫능춾뺶 춨맽퇐뺿랢쿖ꎬ탭뛠룐횪럧쿕뗄닺짺뚼쫇퓚탅쾢늻뛔돆뗄잰쳡쿂돶쿖뗄ꎬ캪듋컒쏇펦룃붨솢룼볓폐킧뗄탅쾢뒫능춾뺶ꆣ뛔폚쿻럑헟ꎬ컒쏇웳튵튪헦쪵뗄쿲쿻럑헟뒫능맘폚닺욷뗄탅쾢뫍횪쪶ꎬ늻쓜탩뿤닺욷뗄릦쓜ꆢ훊솿ꎬ헢퇹튻떩쿻럑헟쪹폃맽뫳랢쿖닺욷늢늻쫇웳튵쯹탻뒫뗄쓇퇹ꎬ랴뛸믡볓듳쿻럑헟뗄럧쿕룐횪ꆣ죧맻웳튵랢짺쇋닺욷짋몦쫂볾ꎬ웳튵펦룃퓚뗚튻쪱볤쿲쿻럑헟쮵쏷쫂볾랢짺뗄헦쪵42
뗚컥헂 퇐뺿뷡싛ꆢ볛횵벰햹췻 풭틲ꎬ틔벰웳튵듲쯣죧뫎뒦샭헢듎쫂볾ꎬ뻍쯣쫇쫂볾뗄퓰죎늢늻퓚웳튵튻랽ꎬ컒쏇튲펦룃뺡뿉쓜뗄쿲쿻럑헟쳡릩냯훺ꎬ틔쏢틽웰쿻럑헟뗄늻싺쟩탷ꎬퟜ횮웳튵튪뇭쿖돶돏뿒뫍뛔릫훚뢺퓰뗄첬뛈ꎬ닅쓜쫷솢퓚쿻럑헟탄쒿훐뗄솼뫃탎쿳ꆣ 춬쪱뮹펦룃뫍짧믡룷룶랽쏦뷸탐릵춨ꎬ냼삨헾뢮늿쏅뫈쎽쳥ꎬ틔쏢듭컳뗄탅쾢쯄뒦뒫능ꎬ죧맻폐뇘튪뮹뿉틔쟫쟳쿠맘랽쏦뗄볒뫍좨췾믺릹뗄냯훺ꆣ (쯄)웳튵춨맽쫂뫳뿘훆,훘헱뫍쳡짽웳튵뗄욷없탎쿳ꆣ 닺욷캣믺쫂볾맽뫳ꎬ웳튵펦룃ퟜ뷡쫂볾뗄뷌통ꎬ죧ퟜ뷡캣믺랢짺뗄풭틲ꎬ맋뿍벰릫훚뗄첬뛈ꎬ웳튵뗄펦뛔랽쪽ꎬ뒦샭뗄킧맻뗈ꎬ뇜쏢샠쯆뗄캣믺쫂볾퓙듎랢짺믲랢짺횮뫳쓜믽벫뿬쯙뗄펦뛔ꆣ웳튵뮹펦룃ퟜ뷡럖컶웳튵퓚캣믺쫂볾훐뗄쯰쪧죧샻죳쯰쪧ꆢ탅폾쯰쪧ꆢ믺믡돉놾뗈ꆣ뮹펦룃힢틢뛔쫂볾룺ퟙꎬ럀횹쫂첬훘탂뛱뮯ꆣ 캣믺뷡쫸뫳ꎬ웳튵펦룃볌탸볓잿폫릫훚뗄릵춨ꎬ쿲릫훚뇭쏷웳튵뗄훘헻웬맄뗄뻶탄ꎬ춨맽룷훖쎽쳥냑쿻럑헟뫍짧믡릫훚뗄쫓쿟틽떼쿲폐샻폚웳튵욷없훘쫷뗄랽쿲짏좥ꆣ웳튵튲펦룃틔쫂쪵살뇭쏷ퟔ벺뗄뻶탄ꎬ벰쪱뗄헒돶웳튵맜샭짏뗄슩뚴ꎬ뷸탐햽싔뫍닟싔짏뗄훘탂뗷헻ꎬ붨솢캣믺펦벱믺훆ꆣ샻폃맣룦ꆢ듙쿺ꆢ죋풱췆쿺ꆢ릫릲맘쾵뗈쫖뛎훘탂헻뫏욷없ꎬ붫좫탂뗄욷없훘탂췆돶쫐뎡ꆣ 죽ꆢ퇐뺿늻ퟣ벰햹췻 놾컄쪵횤럖컶훐쫽뻝뗄믱좡뷶틔뫏럊뗘쟸뗄쿻럑헟캪퇹놾ꎬ컊뻭뗷닩뗄뷡맻뿖엂늻쓜릻췪좫듺뇭쯹폐쿻럑헟퓚닺욷캣믺쫂볾훐뗄룐횪럧쿕ꎬ벰웤뛔욷없닺뗄펰쿬ꆣ늢쟒쯦ퟅ뺭볃훰늽뗄랢햹ꎬ쿻럑헟뗄뺭볃쳵볾ꆢ쿻럑틢쪶ꆢ벰맘힢훘뗣뚼믡늻뛏랢짺뇤뮯ꎬ틲듋뻍쯣쫇뻖쿞폚뫏럊뗘쟸뗄쿻럑헟퓚캣믺쫂볾훐뗄룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿ꎬ튲뇘탫튪뎤웚ꆢ솬탸뗄맛달럖컶ꆣ틲듋쾣췻놾컄쓜웰떽튻룶엗틽폱뗄ퟷ폃ꎬ쾣췻룼뛠춬톧뫍톧헟쓜뛔웤쯻뗘쟸쿻럑헟ퟶ돶퇐뺿ꆣ 평폚놾컄짨볆뗄쟩뺰쫇퓚닺욷캣믺쫂볾훐ꎬ맋뿍뗄룐횪럧쿕뛔욷없닺뗄펰쿬ꎬ틲듋싛컄톡퓱뗄쫇“럡쳯헙믘쏅”헢튻뻟쳥뗄닺욷캣믺쫂볾ꎬퟷ캪뗷닩뗄쫂볾ꎬ웤뷡싛뿉쓜늢늻쓜듺뇭쯹폐캣믺쫂볾뗄뷡싛ꆣ늢쟒뛔폚럡쳯웻뎵ꎬ뫜뛠놻뗷닩쿻럑헟폐ퟅ뫜뛠훷맛쟩탷ꎬ죧뛔죕닺웻뎵뗄뗖뒥ꆢ믲헟횮잰뛔럡쳯웻뎵뗄욫낮ꎬ뚼믡펰쿬놾컄퇐뺿뷡싛뗄ힼ좷탔ꆣ틲듋뛔폚웤쯻캣믺쫂볾쫇럱믡뗃돶웤쯻뷡싛ꎬ폐듽뷸튻늽뗄싛횤ꆣ 43
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 평폚쓜솦ꆢ뺭샺벰욪럹뗄맘쾵ꎬ놾컄쎻폐뛔쿻럑헟좺쳥뷸탐쾸럖ꆣ쫂쪵짏ꎬ늻춬탔뇰ꆢ쓪쇤ꆢ톧샺ꆢ쫕죫뗄쿻럑헟뛔폚룷훖럧쿕뗄룐횪돌뛈쫇폐닮뇰뗄ꆣ죧맻쓜뾼싇떽쿻럑헟좺쳥뗄럖샠ꎬ퇐뺿붫믡룼볓뗄좫쏦ꆣ 놾듎퇐뺿퇹놾쫽솿뷏짙ꎬ쟒뷶벯훐폚뫏럊쫐쏱ꎬ늢쟒듳늿럖쫇톧짺뫍웕춨릫쮾풱릤ꎬ헢퇹뗃돶뗄뷡싛뫍풤웚폐킩닮뻠ꆣ샽죧ꎬ퇐뺿뷡싛훐짧믡럧쿕뫍탄샭럧쿕뫜늻쏷쿔ꎬ죧맻퇹놾쫽솿ퟣ릻뛠ꎬ퇹놾랶캧ퟣ릻맣뗄뮰ꎬ뷡싛붫룼뻟듺뇭탔튻킩ꆣ쯹틔쾣췻뷱뫳뗄퇐뺿ꎬ쓜삩듳퇹놾쫽솿뫍맣뛈ꎬ쳡룟퇐뺿뷡싛뗄듺뇭탔ꆣ 44
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닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 뢽 슼 컊뻭뗷닩 ퟰ뺴뗄얮쪿/쿈짺쓺뫃ꎺ 럇뎣룐킻쓺냙쎦횮훐닎폫헢럝톧쫵탔퇐뺿뗄컊뻭뗷닩ꎬ듋듎뗷닩쒿뗄퓚폚쇋뷢쓺퓚“럡쳯헙믘쏅”훐뛔럡쳯헙믘쫂볾쯹룐횪뗄럧쿕ꎬ쯹폐뗷닩쇏뷶ퟶ캪톧쫵싛컄퇐뺿쯹폃ꆣ 놳뺰쇏ꎺퟔ2004쓪7퓂훁2009쓪8퓂ꎬ럡쳯퓚훐맺릲폐24듎헙믘ꎬ짦벰뎵솾뷼120췲솾ꆣ뛸춬웚럡쳯퓚훐맺쫐뎡쫛돶뗄웻뎵130뛠췲솾ꎬ튲뻍쫇쮵ꎬ럡쳯퓚훐맺쎿싴돶10솾웻뎵훐9솾듦퓚틾뮼탨튪헙믘ꆣ뻝슷춸짧뗄춳볆ꎬ2009쿂냫쓪훁2010쓪쓪돵냫쓪쓚럡쳯웻뎵틑틲폍쏅첤냥틾뮼뫍훆뚯쾵춳컊쳢퓚좫쟲랶캧헙믘뎬맽850췲솾웻뎵ꆣ럡쳯웻뎵놻횸짨볆듦퓚좱쿝ꎬ럡쳯ퟔ벺튲돐죏훊솿폐컊쳢ꆣ 쟫쓺룹뻝헦쪵쿫램뫍룐쫜톡퓱뫏쫊뗄듰낸ꆣ킻킻쓺뗄횧돖폫뫏ퟷ! 컊뻭헽컄 볙짨쓺ힼ놸릺싲럡쳯웻뎵ꎬ쓺훷맛죏캪믲떣탄헢킩쟩뿶랢짺뗄뿉쓜탔뛠듳ꎺ 1- 벫늻춬틢ꎬ2-늻춬틢ꎬ3-폐뗣늻춬틢ꎬ4-훐솢ꎬ5-폐뗣춬틢ꎬ6-춬틢ꎬ7-럇뎣춬틢ꆣ 쟫붫쓺뗄톡쿮뇪뫬 벫늻늻춬폐뗣훐솢폐뗣춬틢 럇뎣 춬틢 틢 늻춬춬틢 춬틢 틢 1ꆢ릺싲럡쳯웻뎵믡뮨럑컒뫜뛠믽1 2 3 4 5 6 7 탮ꎬ틲듋컒믡뮨뫜뎤쪱볤살ퟶ돶뻶뚨ꆣ 2ꆢ죧맻릺싲럡쳯웻뎵뫳랢쿖늻뫃ꎬ1 2 3 4 5 6 7 훘탂릺싲탂뎵뗄럑폃믡뫜룟ꆣ 48
뢽 슼 3ꆢ릺싲럡쳯웻뎵뫳ꎬ컒믡떣탄쯼1 2 3 4 5 6 7 맽뛎쪱볤믡붵볛뛸죃컒뫳믚쿖퓚싲첫퓧ꆣ 4ꆢ죧맻럡쳯웻뎵싲뗃늻뫃ꎬ뛔컒1 2 3 4 5 6 7 살쮵쫇튻듳뺭볃쯰쪧ꆣ 5ꆢ릺싲럡쳯웻뎵ꎬ컒믡떣탄쪹폃1 2 3 4 5 6 7 쯼늻쓜듯떽웚췻킧맻ꆣ 6ꆢ럡쳯웻뎵뗄닺욷쳘탔뻶뚨쇋쯼1 2 3 4 5 6 7 쓜싺ퟣ컒뗄쪹폃튪쟳ꆣ 7ꆢ죧맻쪹폃쯹싲뗄럡쳯웻뎵듯늻1 2 3 4 5 6 7 떽컒뗄웚췻ꎬ컒믡룐떽뫜쪧췻 8ꆢ릺싲럡쳯웻뎵쪱ꎬ컒폐킩떣탄1 2 3 4 5 6 7 쯼늻뫃폃ꆣ 9ꆢ릺싲럡쳯웻뎵ꎬ컒믡떣탄싲뗃1 2 3 4 5 6 7 늻뫃뛸펰쿬낲좫ꆣ 10ꆢ죧맻쯹싲럡쳯웻뎵훊솿늻뫃ꎬ1 2 3 4 5 6 7 컒쪹폃쯼믡듸살뫜듳뗄낲좫췾킲ꆣ11ꆢ럡쳯웻뎵폫낲좫쾢쾢쿠맘ꎬ컒1 2 3 4 5 6 7 뇘탫짷훘톡퓱ꆣ 12ꆢ죧맻럡쳯웻뎵싲뗃늻뫃믡폐쯰1 2 3 4 5 6 7 컒뗄탎쿳ꆣ 13ꆢ죧맻컒릺싲뗄럡쳯웻뎵훊솿뫜1 2 3 4 5 6 7 닮ꎬ뇰죋믡틲듋쟆늻웰컒ꆣ 14ꆢ컒쪹폃럡쳯웻뎵쪱믡떣탄뇰죋1 2 3 4 5 6 7 틲듋뛸뛔컒폐쪲쎴늻뫃뗄뾴램ꆣ 15ꆢ럡쳯웻뎵룺룶죋탎쿳쿠맘ꎬ싲1 2 3 4 5 6 7 뗃늻뫃믡쫇퇏훘뗄듭컳ꆣ 16ꆢ릺싲럡쳯웻뎵ꎬ컒믡뻵뗃탄샯1 2 3 4 5 6 7 늻쫦럾ꆣ 49
닺욷캣믺쫂볾훐맋뿍룐횪럧쿕뛔욷없닺뗄펰쿬퇐뺿 17ꆢ릺싲럡쳯웻뎵ꎬ컒믡늻평ퟔ훷1 2 3 4 5 6 7 뗄룐떽떣폇ꆣ 18ꆢ릺싲럡쳯웻뎵ꎬ컒튪돐쫜늻뇘1 2 3 4 5 6 7 튪뗄톹솦ꆣ 19ꆢ컒죏캪ퟔ벺뛔럡쳯웻뎵뇈뷏훒1 2 3 4 5 6 7 돏ꆣ 20ꆢ떱릺싲웻뎵쪱ꎬ럡쳯붫쫇컒뗄1 2 3 4 5 6 7 뗚튻톡퓱ꆣ 21ꆢ횻튪쓜싲떽럡쳯웻뎵ꎬ컒뻍늻1 2 3 4 5 6 7 믡릺싲웤쯻욷없웻뎵ꆣ 22ꆢ컒뫜쿫펵폐럡쳯웻뎵ꆣ 1 2 3 4 5 6 7 23ꆢ컒뫜폐뿉쓜릺싲럡쳯웻뎵ꆣ 1 2 3 4 5 6 7 24ꆢ컒뫜뿉쓜믡췆볶럡쳯웻뎵 1 2 3 4 5 6 7 25ꆢ컒죏캪럡쳯웻뎵뗄닺욷훊솿럇1 2 3 4 5 6 7 뎣뫃ꆣ 26ꆢ컒뻵뗃럡쳯웻뎵뗄닺욷탔쓜럇1 2 3 4 5 6 7 뎣뿉뾿 27ꆢ컒죏캪럡쳯웻뎵뗄훊솿횵뗃뎤1 2 3 4 5 6 7 웚탅삵ꆣ 28ꆢ컒뻵뗃릺싲럡쳯웻뎵컯폐쯹1 2 3 4 5 6 7 횵ꆣ 29ꆢ듓릺싲쯹뮨럑뗄쪱볤ꆢ릺싲뗄1 2 3 4 5 6 7 뇣샻탔틔벰볛룱뗈뾼싇ꎬ릺싲럡쳯웻뎵뇈뷏뫏쫊ꆣ 30ꆢ컒뻵뗃뮨럑퓚럡쳯뎵짏뗄잮횵1 2 3 4 5 6 7 뗃ꆣ 50
훂 킻 훂 킻 죽쓪퇐뺿짺뷗뛎뗄톧쾰뫜뿬뻍튪뷡쫸쇋ꎬ헢튻뷗뛎뗄톧쾰볈뷴헅ꆢ돤쪵폖돤싺샖좤ꆣ뺭맽벸룶퓂뗄얬솦훕폚췪돉쇋헢욪싛컄뗄킴릤ퟷꎬ듋쪱컒뗄탄쟩틬뎣뢴퓓ꎬ쏦쇙뇏튵ꎬ벴붫ퟟ짏릤ퟷ룚캻ꎬ뛠쓪톧쾰훕폚뿉틔톧틔훂폃ꎬ탄쟩벤뚯늻틑ꎬ떫쫇쿫쿫뇏튵튪샫뾪낲듳ꎬ샫뾪뿉쟗뿉뺴뗄샏쪦ꎬ샫뾪뿉낮뗄춬톧ꎬ폖죃컒럇뎣늻짡ꆣ 퇐뺿짺뷗뛎뗄톧쾰뫍헢욪싛컄뗄췪돉ꎬ쫗쿈튪룐킻뛷쪦샮뾪뷌쫚ꎬ퓚샮샏쪦뗄뷌떼쿂ꎬ컒뗄톧쫵퇐뺿쓜솦뗃떽쇋뫜듳뗄쳡룟ꎬ춬쪱샮샏쪦폖뷌룸컒뫜뛠ퟶ죋ퟶ쫂뗄뗀샭ꎬ쯽짮뫱뗄톧쫵릦뗗ꆢ퇏뷷뗄훎톧첬뛈ꆢ뗍뗷뗄뒦쫀럧룱뚼짮짮뗘룐좾쇋컒ꆣ룼폐탒뗄쫇퓚샮뾪샏쪦뗄쏅쿂뷸탐톧쾰뫍퇐뺿릤ퟷꎬ죏쪶쇋튻좺횾춬뗀뫏뗄춬쏅탖뗜뷣쏃ꎬ뫍쯻쏇뗄쿠뒦ꎬ죃컒뻵뗃톧뗄쟡쯉ꎬ췦뗄폤뿬ꆣ 뮹튪쳘뇰룐킻컒뗄춬톧뫍쫒폑ꎬ퓚컒쪵쾰뗄헢뛎쪱볤샯ꎬ쯻쏇룸쇋컒쒪듳뗄냯훺ꎬ짺믮짏뗄ꆢ톧쾰짏뗄ꎬ쓜죏쪶헢쎴뫃뗄춬톧뫍쫒폑헦뗄쫇컒튻짺뗄죙탒ꆣ 죽쓪뗄쪱맢듒듒쇷쫅ꎬ룸컒쇴쿂탭뛠쏀뫃뛸쓑췼뗄믘틤ꆣ퓚듋힣뢣컒뿉낮뗄쒸킣ꎬ힣뢣샮샏쪦쏀샶붡뾵ꎬ튲힣뢣컒쟗낮뗄춬톧뫍쫒폑ꎡ힣풸듳볒싛컄쮳샻춨맽ꆢ쮳샻뇏튵ꆢ쮳샻릤ퟷꎡ 쳕퇠퇠 2010쓪4퓂 51
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