냪 ꗟ ꒤ ꖡ ꑪ 뻇 룪끔뫞뉺뻇꡴ 돕ꑨ뷗ꓥ 뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳ ꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뻉뇐뇂ꅇ굓뿾녪?돕ꑨ ††?ꓽ꙳냪?돕ꑨ ?곣ꡳꗍꅇꓽ?돍?돕ꑨ ꒤뗘ꗁ냪ꑅꑑ꙾꒻ꓫ
냪ꗟ꒤ꖡꑪ뻇맏껑쁝 뫓돕ꑨ뷗ꓥ뇂앶껑 ꖻ뇂앶껑꧒뇂앶꒧뷗ꓥꗾꓥ뭐륱ꑬ색ꅁ결ꖻꑈ꧳냪ꗟ꒤ꖡꑪ뻇ꅁ벶뱧꒧뫓/돕ꑨ뻇ꛬ뷗ꓥꅃ(ꕈꑕ뷐뻜ꑀ꓄뿯) ( √ )Ꙑ띎 (ꗟꝙ뙽꧱) ( )Ꙑ띎 (ꑀ꙾ꯡ뙽꧱)ꅁ귬ꙝ걏ꅇ ( )Ꙑ띎 (ꑇ꙾ꯡ뙽꧱)ꅁ귬ꙝ걏ꅇ ( )꒣Ꙑ띎ꅁ귬ꙝ걏ꅇ 뇂뭐냪ꗟ꒤ꖡꑪ뻇맏껑쁝ꅁ냲꧳뇀냊얪뚡ꅵ룪랽Ꙁꅂ꒬둦ꙘꝀꅶ꒧뉺꧀ꅁ꧳Ꙟꫀ라뭐뻇덎곣ꡳ꒧ꗘꪺꅁ녯꒣궭ꙡ냬ꅂ껉뚡뭐ꚸ볆ꅁꕈ꿈ꖻꅂꗺ뫐ꅂ뫴룴꣤ꖦꙕ뫘ꓨꩫꚬ뿽ꅂ궫뭳ꅂ뭐땯ꛦꅁꙁ뇂앶ꕌꑈꕈꙕ뫘ꓨꩫ궫뭳뭐ꝑꗎꅃ 곣ꡳꗍ쎱ꙗ: ꓽ?돍 뷗ꓥꙗ뫙: 뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뻉뇐뇂ꥭꙗꅇ 굓뿾녪ꅂꓽ꙳냪 ꡴꧒ ꅇ 룪끔뫞뉺 ꧒ 돕ꑨ o뫓ꑨ 꽚 뻇뢹ꅇ 86443002 ꓩ듁ꅇꗁ냪 90 ꙾ 6 ꓫ 15 ꓩ 돆뗹ꅆ 1. ꖻ뇂앶껑뿋떧뛱뱧ꯡꅝ륱ꑬ색뷗ꓥꕩꗎ륱뢣ꖴ꙲ꅞꅁ뷐뱶Ꙍ룋굱꧳꿈ꖻ뷗ꓥ껑ꙗ궶꒧ꚸ궶ꅁꖼꖻ뇂앶껑ꅁ맏껑쁝녎꒣꒩엧ꚬꅃ 2. ꑗ굺Ꙑ띎뭐꒣Ꙑ띎꒧쓦ꛬ굙ꖼ꓄뿯ꅁꖻꑈꙐ띎뗸Ꙑ뇂앶ꗟꝙ뙽꧱ꅃ
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뷗ꓥ뒣굮 뫴믚뫴룴ꪺꟖ덴ꚨꅁ꣏녯뙗둃엩륱뢣둃꒶샴맒(Hypermedia Computer-Mediated Environment; HCME)ꚨ결뛇닎둃엩꙰륱뗸ꅂꖭ궱둃엩ꅂꕈ뱳벽꒧ꕾꪺ띳뾳뛇벽뫞륄ꅃꙢ뙗둃엩륱뢣둃꒶샴맒꒤ꅁ냓띾겡냊ꪺ뒶ꑝ꣏녯뵵ꑗ뱳ꝩꚨ결Ꙣ뛇닎둃엩꒧ꕾꅁꕴꑀ뫘ꚡꪺ냓띾ꯅ뛇둃엩ꅃ결륆ꯅ뛇ꗘꪺꅁꗸ띾ꕄꞡ뇽덺륌뙗둃엩륱뢣둃꒶샴맒꒤꒬냊ꚡ뭐귓ꑈ꓆ꪺ룪끔뛇뮼ꓨꚡꅁ녎ꗸ띾ꕈ냓ꭾ룪끔ꕈ돌ꚳ껄ꪺꓨꚡꅁ덺륌뵵ꑗ샴맒ꪺ룪끔뛇벽ꅁ뛇뮼떹껸뙏ꅃ Ꙣ덯볋ꪺ놡맒ꑕꅁ꙰꛳ꝑꗎ뙗둃엩륱뢣둃꒶샴맒꒤ꪺ둃엩꽓꧊륆꣬돌꣎뱳ꝩ껄ꩇꅁꭋꚨ결귈녯뉠ꑊ놴끑ꕂ덑맪냈곉꧒쏶ꓟꪺ쒳썄ꅃꖻ곣ꡳꕈ꽁ꑊ뉺뷗결냲슦ꅁ끷맯뵵ꑗ뱳ꝩꪺꕄ썄ꅁ놴끑Ꙣ뙗둃엩륱뢣둃꒶샴맒꒤ꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗꅂ뱳ꝩ놡맒ꅂ뻉ꓞ껄ꩇꅂꕈ꣤뚡ꗦ꒬Ꝁꗎ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃ 곣ꡳ떲ꩇ땯뉻ꅁꙢ뵵ꑗ뱳ꝩ놡맒꒤ꅁ껸뙏ꪺ냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꣃ꒣꣣ꚳꕄ껄ꩇꪺ뱶암쏶ꭙꅃꙢ뱳ꝩ놡맒덝군ꓨ궱ꅁ꒣Ꙑꪺ뱳ꝩ엜꓆맯꧳껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ멁ꯗꅂꙁ뭻ꅂꕈ셠엩끏뻐ꪺ뱶암ꚳ깴늧ꅃꙐ껉ꅁ꒣Ꙑꪺ끔꺧뙄ꡄꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗꭨ맯꧳뒣ꗜꭾ땐Ꙟ뻐ꪺ뱶암ꚳ깴늧ꅃ땍ꛓꅁ쏶꧳뻉ꓞ떦늤ꪺ륂ꗎ뎡ꗷꅁ뻉ꓞ껄ꩇꪺ뷕론Ꝁꗎꭨꖼ샲ꓤ꯹ꅃ 뺨뫞쏶꧳뻉ꓞ떦늤뎡ꗷꪺ뷕론껄ꩇꖼ샲ꓤ꯹ꅁ껚뻚껸뙏뫴룴쉳쓽ꛦ결ꗘꪺ꧊꒣Ꙑꅝꗘ볐뻉Ꙗꇾ롧엧꧊ꅞꛓ뙩ꛦꪺ뻞ꕈꓱ룻ꅁꭨ땯뉻럭껸뙏땊쉉뗛궫꧳룪끔ꅵ꒺깥ꅶ껉ꅁ룻꧶꣼꣬뭐뫴궶꒤뱳ꝩ곛쏶ꪺ뻉ꓞ껄ꩇ뱶암ꅆꛓ롧엧꧊쉳쓽ꪺ껸뙏녎땊쉉롭꧳ꅵ둃엩ꅶꅁ룻꧶꣼꣬뱳ꝩꝥ뉻놡맒꒤엜꓆ꕈ뙄ꡄ륂ꗎꪺ뱶암ꅃꕴꕾꅁ끷맯뻉ꓞ떦늤뭐뱳ꝩ껄ꩇ뚡ꕄ껄ꩇ쏶ꭙꪺ놴꿁꧊꓀꩒ꗧ땯뉻ꅁ뻉ꓞ떦늤ꪺ륂ꗎꚳ꣤껄ꩇꅁꙢ꣢뫘뻉ꓞ떦늤꒧뚡ꅝ뭻ꪾ꧊ꇾ놡띐꧊ꅞꭨꖼꚳ엣뗛깴늧ꅃꕈ룪껆꓀꩒떲ꩇ결냲슦ꅁꖻ곣ꡳꣃ뒣ꕘ맪냈ꑗꪺ띎뉛ꕈ맯ꯡ쓲곣ꡳꓨꙖꪺꯘ쒳ꅃ 뷗ꓥ뒣굮-1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 쏶쇤꙲ꅇ뙗둃엩륱뢣둃꒶샴맒ꅂ껸뙏꽁ꑊꅂ뱳ꝩ껄ꩇꅂ뱳ꝩ엜꓆ꅂ끔꺧뙄ꡄꅂ뻉ꓞꅂꗘ볐뻉Ꙗꅂ롧엧꧊ 뷗ꓥ뒣굮-2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 교쇂쏣 ꑑ꙾ꭥ귨뷱ꑊ꒤ꖡꑪ뻇ꪺꢺꑀ꣨ꅁ녱꣓ꡓꚳ띑륌라Ꙣ덯귓ꙡꓨꑀꯝ둎걏ꑑ꙾ꅃ녱ꑪ뻇꣬돕ꑨ꽚늦띾ꅁ꒣걏ꑀꕹꅵ굮띐쇂ꪺꑈꓓꙨꑆꅁꢺ둎띐쇂ꓑꝡꅉꅶ둎ꕩꕈ슲돦녡륌ꪺꅃ 돌궫굮ꪺꅁ굮띐쇂깡ꑈ맯꧳ꪺꕝ깥ꅁ꽓ꝏ걏Ꙣ돕ꑨ꽚ꪺꕼ꙾꒤ꅁ결ꑆ뷒띾녍껗롧녠녎깡료럭ꚨ껈쁝꿫꣓ꕨꕞꕞꅃ띐쇂ꝁ귌ꅁ엽녱ꑰ꿠Ꙣꡓꚳ삣ꑏꪺ샴맒꒤ꚨꅁ낵띑낵ꪺꅃ덯뎻ꓨ둕ꑬꅁ뭐ꝁ귌Ꙁꅃ 꿠냷룲쁈굓ꛑ깶ꕈꓽꛑ깶낵곣ꡳ걏곛럭ꦯ륂ꪺꅁ쇶땍굓ꛑ깶Ꟗ덴ꪺꯤꛒꓨꚡ녠녠엽럭뻇ꗍꪺ귌궿띐삣ꑏꅁ걏맯꧳뻇ꗍꪺ쏶ꓟ뭐럓압걏곛럭럅띸ꅃ룲Ꙣ굓ꛑ깶ꢭ쏤낵ꅁꑝꚳꦯꙡ놵쒲꣬덜Ꙩ곛Ꙑ샴맒꒤ꪺꙐ뻇꒣뒿ꚳ뻷라쒲ꪺꑈꪫꅁ덯롧엧ꅁ걏녱굓ꛑ깶ꢭꑗ녯꣬ꪺꕴꑀ뫘때룪늣ꅃ덯둘꙾ꑕ꣓ꅁꕵ꿠뮡ꓭꑆ굓ꛑ깶ꓓꙨꅃ꒣뫞ꕾ쁙라쒳Ꙩꚣꅁ뭐뻇ꗍꪺmeeting셠걏꙰듁셼ꛦꅁꝙ꣏꣬ꑔꟳꕢꑾ떲ꟴꅃ꒣뫞Ꙣ뻇띾ꑗꗍ겡ꑗꅁ굓ꛑ깶맯꧳뻇ꗍꪺꕉꕘꅁꗧ깶ꗧꪺ놡뷋ꅁꑀ뷺ꑬ쏸ꟑꅃ ꓽꛑ깶맯꧳뻇덎곣ꡳꪺ냵뗛녡떹ꑆ뻇ꗍ돌ꙮꪺ멝볋ꅃꙢ뻇닟륌땻꒤쁈껉ꪺ뇒땯뭐뒣쉉ꅁ엽뻇ꗍ귌Ꙣ낵곣ꡳꪺ륌땻꒤꣼꣬ꖿ뵔ꪺ뉯ꓞꛓ꒣교끧덾ꅃ덜Ꙩ곣ꡳꑗꪺꪾ쏑뭐왛꧀ꅁ걏롧ꗑꓽꛑ깶뒣쉉꒧ꯡꅁ뻇ꗍ귌ꑾꚳꯩ땍ꑪ꺩ꪺ띐쒱ꅃ쇶땍Ꙣꓽꛑ깶ꪺ늴꒤ꅁ귌ꗃ뮷걏꒣냷ꗎꕜꪺꑀ롳ꅁ걏ꡃꚸ쇙걏꒣립꣤럐ꙡ뻉ꅁ닓ꓟꙡꖿpaper꒤ꪺ뿹뭾ꅁ덯ꗷ굀ꓟ뭐냵뗛ꅁ엽ꑈ뉠뉠ꙡ엩라ꓽꛑ깶맯꧳뻇ꗍꪺ쏶ꓟꅃ덜Ꙩꡰꑕ곛덂ꪺ뻷라료ꅁꑝ띐쒱꣬ꓽꛑ깶맯꧳뻇ꗍꪺꕉꕘꅁꕵꚳ띐쇂ꕩꕈ깥ꅃ ꕴꕾꅁꑝ굮띐쇂ꑦ룕ꥥ귻뎢깰뉗ꛑ깶ꅂꩌꩆ뉍ꛑ깶ꅂ뎯쉅냲ꛑ깶ꅂꕈ덜덱ꙷꛑ깶ꪺ뒣쉉ꅁ녱뷗ꓥ군땥껑꣬돌ꯡꪺꑦ룕ꅁꛑ깶귌뒣꣑ꑆ덜Ꙩꯘ덝꧊ꪺ띎ꢣꅁ교쇂쏣-1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 엽뻇ꗍꪺ뷗ꓥꟳ결ꥐꦵꅃ띐쇂ꙕꛬꛑ깶꒣쏣ꢯ돒ꙡꧢ뻉ꅁꙢꖼ꣓ꪺ룴ꑗꅁ쇙ꚳ덜Ꙩ굮Ꙗꙕꛬꛑ깶뻇닟ꪺꙡꓨꅃ 쇙ꖲ뚷띐쇂Ꙑ결뫓ꑨ뷗ꓥ뻉뇐뇂ꪺꥵꦵꖭꛑ깶ꅁ띐쇂녺ꪺ릪쁹ꅁ엽ꚳꙁꑗ뱨볓ꪺꭩ껰ꅃ쇙ꚳ굓앴ꓥꛑ깶ꅁ녺뿋꓁ꪺ멁ꯗ뭐굀ꓟꅁꕈ맯꧳뻇ꗍꪺ럓압ꅁ녎ꗃ뮷끏녯ꅃꕴꕾꅁ굮띐쇂ꩌꑬ믊ꛑ깶맯꧳뻇ꗍꪺ릪쁹뭐ꖴ껰ꅁ98꙾ꪺHelsinki꒧ꛦꅁꟳ굮띐쇂녺ꪺ뒣쉉뭐ꯘ쒳ꅃꥐ둦ꓥꛑ깶ꥍ떽ꪺ멁ꯗꅁ꧔꫱ꑆꛑ깶뭐뻇ꗍ뚡ꪺ뙚싷ꅁꑝ굮띐쇂녺ꪺ릪쁹뭐럓압ꅃ 돕ꑨ뷗ꓥꪺꞹꚨꅁ꽓ꝏ굮띐쇂ꗊ귴ꅂ뱷?ꕈ굙ꑺ뻇뻇ꥦꪺ산ꚣꅁ굮꽓ꝏ띐쇂ꝁ귌ꅃ볶ꓟꪺ뱷?ꅁ룑ꡍꑆ꒣ꓖꪺ쏸썄ꅁ굮띐쇂ꝁꪺ산ꚣꅁꑾ엽꿠냷뚶ꝑ뙩ꛦ맪엧ꅃ꽓ꝏ걏ꗊ귴ꅁ굙ꡓꚳꝁꪺꑪꑏꣳꝕꅁ닄ꑇꚸ맪엧꒣라뙩ꛦ녯ꢺ믲뚶ꝑꅃꑝꟆ뇦Ꙣꖼ꣓ꅁ꿠곝꣬ꝁ륆ꚨꝁꪺ맚띑ꅉ 돕ꑨ꽚ꕼ꙾ꪺꗍ겡꒤ꅁ굮띐쇂Jeffery뭐믴몸ꛣ뒵ꪺ곛꛱ꅃJefferyꪺꣃꝀ뻔뭐Ꙑ꽦곛벦ꅁ믴몸ꛣ뒵때ꯨ때꺬ꙡꙢ맪엧꡴닎뭐ꙕ뫘몾ꑗꪺꣳꝕꅁ쇙녯덑궢ꧢ뎭덽뗳곝륱뱶ꅂ얥롈롈꧀ꅁ꣤맪ꝁꑝ걏ꑀ귓ꙮꑈꅁ뭻쏑ꝁ귌ꑝ뎣걏ꪺ뫖껰ꅃꟆ뇦ꝁ귌꣢ꛬ뎣꿠Ꙣ꒣ꑛꪺ녎꣓ꅁ륆꣬ꝁ귌ꪺ맚띑ꅁ떥뗛뭐ꝁ귌ꑀ끟뱹꾬ꅃ 뮯과ꑫꟳ걏Ꙣ교쇂쏣꒤꒣꿠멼놼ꪺꑈꪫꅃꢭ결ꛑ쇳ꪺ곣ꡳꝕ뉺귝꡴뿬ꝕ뇐귝ꙮ귝뻗뵢땐ꅁ꙰ꩇ꒣걏ꥰꪺꣳꝕꅁ덜Ꙩ놡꒣라뙩ꛦ녯꙰ꚹ뚶ꝑꅁ꒣뫞걏녍껗ꪺ몾덳떸ꅂ걏돸녢떲껗떥ꑪꑪꑰꑰꪺꅁ뎣걏ꙝ결ꚳꥰꪺꣳꝕꑾ꿠뚶ꝑ뙩ꛦꅃꑝꟆ뇦꿠Ꟗ쉉얥꣬ꥰꪺꙮ껸꺧ꅉ Ꙑ깶ꕓꛑꗖꅂꞻꅂꙵ솾뻇ꅁ쇙ꚳꡚꑴꕓꅁꑝ굮ꑀ꣖띐쇂ꝁ귌ꖭ껉ꪺ릪쁹뭐쏶ꓟꅁꝁ귌ꑝ걏ꑀ뷺ꑬꪺꙮꅃ둦굳뻇ꥮꥍ쑒곂ꥪꅁ굮띐쇂ꥰ귌ꪺ쏶ꓟꕈ맯덯귓ꅵꗖꗖꅶꪺ뻇ꪺꕝ깥뭐쏶써ꅁꚳ꙰뿋ꥮꥮ꿫ꅁ쇂쇂ꥰ귌ꅃ 교쇂쏣-2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 쇙굮띐쇂Wendyꮼꅁ귌꣢깡ꕇ둎걏ꢺ믲ꚳ뵴ꅁꑑ둘꙾꣓꣢깡ꪺ놡뷋녱꣓ꡓꚳ쉟륌ꅃ곛ꭈ덯ꗷ놡뷋라ꑀꪽ꯹쓲ꑕꕨꅁꑝ꾬녺Ꙣ띾ꪺ땯깩ꑗꑀ꙼궷뚶ꅃ 돕ꑨ꽚ꕼ꙾듁뚡ꅁ녯꣬ꯜꙨꅁꑝꖢꕨꯜꙨꅃꖢꕨꪺꅁ라ꗃ뮷끏녯ꅁꖿ꙰꧒꧓뿕ꅃ엽귌꒬곛ꖴ껰ꅁꙢ륊꣬ꝸ쏸ꪺ껉귔ꚳꟳꑪꪺꭩ껰ꝊꩁꅁꙢ륊꣬껀ꪺ껉귔ꚳ때ꓱꪺꭈꓟ꾸끟꣓ꅃ녱ꕈꭥ꣬뉻Ꙣꅁꕇ셠걏ꓭꪺꙨꅁ띑뮡Ꙣ덯료뮡ꑀꕹꅇYou complete me… 띐쇂꡴뿬쑙ꑰꥪꅂ냪띳ꅂꟹꡋꅂ뻇ꡪꅁ쇂쇂ꝁ귌ꪺꣳꝕꅃꙢ꒤ꖡꑑ꙾ꅁ꽓ꝏꖲ뚷띐쇂낪ꭡꪺꛑ쇳ꕈꛑ쇳깑ꅁ엽ꪺ뱶Ꙍꓥꗳ셠걏꿠돌껉ꙡ뮰ꕘ꣓ꅁ쇂쇂ꝁ귌ꪺ산ꚣꅃ ꑝ덜ꅁ덯ꣃ꒣걏귓떲ꟴꅁꙝ결맯ꛓꢥꅁꕴꑀ귓걄뻔ꑾꖿ굮깩뙽ꅃꟆ뇦Ꙣꖼ꣓ꪺ룴ꑗꅁ꒴꿠뭐ꝁ귌결꛱ꅃ뛈녎ꚹ뷗ꓥ쑭떹ꙕꛬꅃꡓꚳꝁ귌ꅁ녎ꡓꚳ꒵ꓩꪺꅃ ꓽ돍ꅄ꒤ꖡꑪ뻇ꅄ2001 교쇂쏣-3
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꗘ?뿽 1. 뫼뷗 1-3 . 곣ꡳ굉뒺뭐냊뻷......................................................................................1-3 . 곣ꡳꗘꪺ..................................................................................................1-6 . 곣ꡳ뵤돲..................................................................................................1-7 . 곣ꡳ뙩ꛦ땻Ꟈ..........................................................................................1-8 2. ꓥ쑭놴끑 2-1 . 륱뢣둃꒶샴맒뭐랾덱볒ꮬ......................................................................2-1 . 뱳ꝩ뭐껸뙏ꪺ룪끔덂뉺ꛦ결..............................................................2-5 . 뱳ꝩ땯ꗍ뱶암ꪺ륌땻......................................................................2-5 . 뵵ꑗ샴맒꒤껸뙏ꗘꪺ맯꧳뱳ꝩ룪끔덂뉺ꪺ뱶암......................2-9 . 뱳ꝩ놡맒(Ad Context)...........................................................................2-10 뱳ꝩꪺ궫뷆ꕘ뉻뭐엜꓆.................................................................2-12 . 뱳ꝩꪺ끔꺧뙄ꡄ............................................................................2-15 . 껸뙏꽁ꑊ............................................................................................2-17 . ꯤꛒꕩ꿠꧊볒ꚡ(Elaboration Likelihood Model; ELM)..............2-19 . 뻉ꓞ껄ꩇ................................................................................................2-22 . 뱳ꝩ껄ꩇ................................................................................................2-26 . 끏뻐껄ꩇ........................................................................................2-26 . 뱳ꝩ멁ꯗ........................................................................................2-27 . 뫴룴뱳ꝩ곛쏶ꓥ쑭................................................................................2-29 . ꑰ떲........................................................................................................2-31 3. 곣ꡳ볒ꮬ뭐곣ꡳ낲뮡 3-1 . 곣ꡳ낲뮡..................................................................................................3-3 . 꽁ꑊꪺ뱶암......................................................................................3-3 . 뱳ꝩ엜꓆떦늤ꪺ뷕론껄ꩇ..............................................................3-5 I
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 끔꺧뙄ꡄꪺ뷕론껄ꩇ......................................................................3-8 . 뻉ꓞ떦늤ꪺ뷕론껄ꩇ.....................................................................3-11 . 곣ꡳ걛멣................................................................................................3-15 4. 곣ꡳꓨꩫ 4-1 . 엜뚵뻞Ꝁ꓆..............................................................................................4-1 . ꛛ엜뚵ꥷ롱뭐뻞Ꝁ꓆......................................................................4-1 . ꙝ엜뚵ꥷ롱뭐뻞Ꝁ꓆......................................................................4-4 . 곣ꡳ덝군..................................................................................................4-6 . 맪엧덝군..........................................................................................4-6 . ꭥ듺1ꅇ뱳ꝩ냓ꭾ...........................................................................4-7 . ꭥ듺2ꅇ끔꺧뙄ꡄꕈ뻉ꓞ껄ꩇ...................................................4-8 . 맪엧뙩ꛦ땻Ꟈ.................................................................................4-11 룪껆꓀꩒ꓨꩫ.........................................................................................4-13 5. 룪껆꓀꩒ 5-1 . 볋ꖻ냲ꖻ룪껆꓀꩒..................................................................................5-1 . ꭈꯗ뭐껄ꯗ샋듺......................................................................................5-5 . ꭈꯗ..................................................................................................5-5 . 멣꧀껄ꯗ샋듺..................................................................................5-6 . 엜늧볆꓀꩒냲ꖻ낲덝ꪺ샋ꥷ..................................................................5-8 . ꧒ꚳꪺ볋ꖻ뎣걏쁈뻷ꧢ뿯ꛓ녯ꅁꛓꕂꦼꚹ뽗ꗟ..........................5-8 . ꙕꗀ엩ꝥ녠멁꓀끴..........................................................................5-9 . ꙕꗀ엩ꪺ엜늧볆뎣곛떥.................................................................5-11 . 낲뮡샋ꥷ.................................................................................................5-11 . 꽁ꑊꪺꕄ껄ꩇ뱶암........................................................................5-12 . 뱳ꝩ엜꓆떦늤ꪺ뷕론껄ꩇ............................................................5-13 . 끔꺧뙄ꡄꪺ뷕론껄ꩇ....................................................................5-15 . 뻉ꓞ떦늤ꪺ뷕론껄ꩇ....................................................................5-17 . 껸뙏ꑗ뫴ꗘꪺ맯꧳뱳ꝩ룪끔덂뉺ꪺ뱶암........................................5-18 II
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 놴꿁꧊꓀꩒ꅇ뻉ꓞ떦늤맯꧳뱳ꝩ껄ꩇꪺ뱶암....................................5-20 . ꑰ떲........................................................................................................5-22 6. 떲뷗뭐ꯘ쒳 6-1 . 곣ꡳ떲ꩇ뭐끑뷗......................................................................................6-1 . 맪냈띎뉛..................................................................................................6-3 . 곣ꡳ궭꣮..................................................................................................6-7 . ꖼ꣓곣ꡳꓨꙖ..........................................................................................6-8 냑ꛒꓥ쑭 R-1 뿽1ꅇ맪뷨꧊ꕈ룋릢꧊엜꓆뻞Ꝁ꓆ꓨꚡ -1 뿽2ꅇ뭻ꪾ꧊ꕈ놡띐꧊뻉ꓞꪺꖭ궱뱳ꝩ -5 뿽3ꅇꭥ듺꣏ꗎ꒧귓ꑈ꽁ꑊ뙱ꫭ -7 뿽4ꅇ과냪ꙷ껵ꑈ맘ꕸ왗꓀꒽ꕱ꒸껰ꚭꙷ낷녤ꗍ겡뫴( -10 뿽5ꅇ끔꺧뙄ꡄꕈ뻉ꓞ껄ꩇꭥ듺뮡ꧺꓥꗳ -11 뿽6ꅇ녠멁꧊샋ꥷQ-Q맏 -12 뿽7ꅇ롧엧꧊뭐ꗘ볐뻉Ꙗ볋ꖻ엜늧볆꓀꩒떲ꩇ -18 III
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 맏ꗘ뿽 맏1-1ꅇꖻ곣ꡳ뙩ꛦꡂ왊.........................................................................................1-8 맏2-1ꅇꖻ곣ꡳ랧꧀꧊걛멣맏.................................................................................2-1 맏2-2ꅇ뛇닎ꪺꑀ맯Ꙩꑪ늳뛇벽볒ꮬ.....................................................................2-2 맏2-3ꅇ륱뢣둃꒶샴맒꒤ꪺꑈ믚꒬냊볒ꮬ.............................................................2-2 맏2-4ꅇ뙗둃엩륱뢣둃꒶샴맒꒤ꪺ랾덱볒ꮬ.........................................................2-3 맏2-5ꅇ뱳ꝩ륂Ꝁ볒ꚡ.............................................................................................2-6 맏2-6ꅇ냊뻷ꅂ뻷라ꅂꕈ꿠ꑏꙢꭾ땐뱳ꝩ룪끔덂뉺꒤ꪺꢤꛢ.........................2-8 맏2-7ꅇꅵꯤꛒꕩ꿠꧊볒ꚡꅶ꒤꣢뫘룪끔덂뉺덾깼땯ꗍꪺ륌땻.........................2-20 맏2-8ꅇꕼ뫘뱳ꝩ멁ꯗ꒤꒶볒ꮬ...........................................................................2-28 맏3-1ꅇ뱳ꝩ엜꓆떦늤ꪺ뷕론Ꝁꗎ.........................................................................3-8 맏3-2ꅇ뱳ꝩ끔꺧뙄ꡄꪺ뷕론Ꝁꗎ........................................................................3-11 맏3-3ꅇ뻉ꓞ껄ꩇꪺ뷕론Ꝁꗎ...............................................................................3-14 맏3-4ꅇ곣ꡳ걛멣...................................................................................................3-15 맏5-1ꅇ냓ꭾ꽁ꑊ땻ꯗ뭐뱳ꝩ엜꓆꒧ꗦ꒬Ꝁꗎ맏...............................................5-14 맏5-2ꅇ냓ꭾ꽁ꑊ땻ꯗ뭐끔꺧뙄ꡄ꒧ꗦ꒬Ꝁꗎ맏...............................................5-16 IV
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭꗘ뿽 ꫭ4-1ꅇ룪끔꧊ꕈ놡띐꧊뙄ꡄ뱳ꝩ볐뭹.............................................................4-3 ꫭ4-2ꅇ끏뻐껄ꩇ뻞Ꝁ꓆ꓨꚡ.................................................................................4-4 ꫭ4-3ꅇ맪엧닕ꝏ띊뻣.............................................................................................4-7 ꫭ4-4ꅇ냓ꭾ꽁ꑊ땻ꯗꭥ듺떲ꩇ.............................................................................4-8 ꫭ4-5ꅇꖭ궱뱳ꝩ뻉ꓞꭥ듺떲ꩇ............................................................................4-11 ꫭ5-1ꅇꙕ맪엧닕ꑈ볆.............................................................................................5-1 ꫭ5-2ꅇ볋ꖻ냲ꖻ룪껆.............................................................................................5-2 ꫭ5-3ꅇ곣ꡳ멣꧀ꭈꯗ.............................................................................................5-5 ꫭ5-4ꅇ곣ꡳ멣꧀ꙝ꿀꓀꩒떲ꩇ.............................................................................5-6 ꫭ5-5ꅇ냓ꭾ꽁ꑊ땻ꯗꕈ뱳ꝩ멁ꯗ썄뚵곛쏶ꭙ볆꽸끽.....................................5-7 ꫭ5-6ꅇ냓ꭾ꽁ꑊ땻ꯗꕈ뱳ꝩ멁ꯗꅝꕛ셠꓀볆ꅞ곛쏶ꭙ볆꽸끽.....................5-8 ꫭ5-7ꅇ냓ꭾ꽁ꑊ땻ꯗꪺKolmogorov-Smirnov뭐Shapiro-Wilks샋ꥷ떲ꩇ.......5-9 ꫭ5-8ꅇ뱳ꝩ멁ꯗꪺKolmogorov-Smirnov뭐Shapiro-Wilks샋ꥷ떲ꩇ.............5-10 ꫭ5-9ꅇLevene샋ꥷ떲ꩇꅝ냓ꭾ꽁ꑊ땻ꯗꅂ뱳ꝩ멁ꯗꅞ...................................5-11 ꫭ5-10ꅇ냓ꭾ꽁ꑊ땻ꯗ맯꧳끏뻐껄ꩇꪺ돦ꙝꑬ엜늧볆꓀꩒떲ꩇ.....................5-12 ꫭ5-11ꅇ뱳ꝩ엜꓆ꪺ뷕론Ꝁꗎ엜늧볆꓀꩒떲ꩇ.................................................5-13 ꫭ5-12ꅇ냓ꭾ꽁ꑊ땻ꯗ뭐뱳ꝩ엜꓆꒧ꗦ꒬Ꝁꗎꞡ볆깴샋ꥷ떲ꩇ.....................5-15 ꫭ5-13ꅇ끔꺧뙄ꡄꪺ뷕론Ꝁꗎ엜늧볆꓀꩒떲ꩇ.................................................5-15 ꫭ5-14ꅇ냓ꭾ꽁ꑊ땻ꯗ뭐끔꺧뙄ꡄ꒧ꗦ꒬Ꝁꗎꞡ볆깴샋ꥷ떲ꩇ.....................5-16 ꫭ5-15ꅇ뻉ꓞ껄ꩇꪺ뷕론Ꝁꗎ엜늧볆꓀꩒떲ꩇ.................................................5-17 ꫭ5-16ꅇ롧엧꧊뭐ꗘ볐뻉Ꙗ볋ꖻ롳엜늧볆꓀꩒떲ꩇꓱ룻.................................5-19 ꫭ5-17ꅇ뻉ꓞ뭐뱳ꝩ껄ꩇ뚡ꕄ껄ꩇ샋ꥷ떲ꩇ.....................................................5-20 ꫭ5-18ꅇ뻉ꓞ뭐뱳ꝩ껄ꩇ뚡ꕄ껄ꩇScheffeꯡꓱ룻.......................................5-21 ꫭ5-19ꅇ곣ꡳ낲뮡샋ꥷ떲ꩇ띊뻣.........................................................................5-22 V
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳ ꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뫴믚뫴룴ꪺꟖ덴ꚨꅁ꣏녯뙗둃엩륱뢣둃꒶샴맒(Hypermedia Computer-Mediated Environment; HCME)ꚨ결뛇닎둃엩꙰륱뗸ꅂꖭ궱둃엩ꅂꕈ뱳벽꒧ꕾꪺ띳뾳뛇벽뫞륄ꅃꙢ뙗둃엩륱뢣둃꒶샴맒꒤ꅁ냓띾겡냊ꪺ뒶ꑝ꣏녯뵵ꑗ뱳ꝩꚨ결Ꙣ뛇닎둃엩꒧ꕾꅁꕴꑀ뫘ꚡꪺ냓띾ꯅ뛇둃엩ꅃ결륆ꯅ뛇ꗘꪺꅁꗸ띾ꕄꞡ뇽덺륌뙗둃엩륱뢣둃꒶샴맒꒤꒬냊ꚡ뭐귓ꑈ꓆ꪺ룪끔뛇뮼ꓨꚡꅁ녎ꗸ띾ꕈ늣ꭾ룪끔ꕈ돌ꚳ껄ꪺꓨꚡꅁ덺륌뵵ꑗ샴맒ꪺ룪끔뛇벽ꅁ뛇뮼떹껸뙏ꅃ Ꙣ덯볋ꪺ놡맒ꑕꅁ꙰꛳ꝑꗎ뙗둃엩륱뢣둃꒶샴맒꒤ꪺ둃엩꽓꧊륆꣬돌꣎뱳ꝩ껄ꩇꅁꭋꚨ결귈녯뉠ꑊ놴끑ꕂ덑맪냈곉꧒쏶ꓟꪺ쒳썄ꅃ뵵ꑗ둃엩ꕈ뛇닎둃엩꒣Ꙑ덂Ꙣ꧳ꅁꭥꙢ룪끔ꝥ뉻뭐껸뙏ꪺ룪끔덂뉺꒧뚡걏꣣ꚳ꒬냊ꕈ뱵꧊쏶ꭙꪺ(Coupey, 1994)ꅃꙝꚹꅁꙢꕄ썄꒺깥뭐뱳ꝩꪺꝥ뉻ꓨꚡꑗꅁ뵵ꑗ둃엩ꟳ깥꧶Ꙣ꣢꒧뚡ꚨ꽓ꥷꪺ덳떲쏶ꭙꅁ덺륌꙰뙗덳떲ꕈꝙ껉룪끔ꝥ뉻떥덎ꅁꕛ뉠뱳ꝩ꧒ꝥ뉻ꪺ껄ꩇ뭐Ꙍ뙈ꅃꛓꗑ꧳껸뙏Ꙣ꽵맪놡맒꒤ꪺ룪끔꣓랽ꦹꦹ꣓ꛛ꧳Ꙩ뫘둃엩ꅁ덯둃엩ꑝ롧녠꣣ꚳ꒬곛뱶암ꪺ껄ꩇꅁ꣏녯껸뙏Ꙣ둃엩꣺녯ꪺ룪끔ꚨꪺ멁ꯗꅁꕩ꿠뱶암꣤Ꙣꕴꑀ뫘둃엩놡맒꒤ꪺꝐ쉟룪끔덂뉺ꛦ결ꅁ걇ꖻ곣ꡳ녎ꗑ뻉ꓞ껄ꩇꪺ왛쉉놴끑덯볋ꪺ뉻뙈ꅃ ꕴꑀꓨ궱ꅁ껸뙏ꑝꦹꦹ꿠싇ꗑ뵵ꑗ샴맒꒤ꪺꙕ쏾ꫀ롳(communities)띪둍ꓞ삺뮴꧶ꙡ꣺녯뭐닖뽮곛쏶늣ꭾ룪끔ꅃꙢ덯볋ꪺ놡ꩰꑕꅁ껸뙏덺륌뫴룴ꫀ롳떥뫞륄ꪺ놵쒲ꅁꚨ귓ꑈ쏶꧳꽓ꥷ늣ꭾ껸뙏ꓨꚡꪺ롧엧뭐꽁ꑊꅃꙐ껉ꅁ뫴꾸Ꙣ뱳ꝩ놡맒ꪺ덝군ꅁꕝ걁뱳ꝩ궫뷆ꝥ뉻껉ꪺ엜꓆떦늤ꕈ뱳ꝩ꒺깥꧒뇄ꗎꪺ끔꺧뙄ꡄꅁꑝꚨ뱶암뱳ꝩ껄ꩇꪺꑀ뚵궫굮ꙝ꿀ꅃꙝꚹꅁꖻ곣ꡳ뇽ꕈ꽁ꑊ뉺뷗결냲슦ꅁ1-1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 끷맯뵵ꑗ뱳ꝩꪺꕄ썄ꅁ놴끑Ꙣ뙗둃엩륱뢣둃꒶샴맒꒤ꅁ껸뙏늣ꭾ꽁ꑊ땻ꯗꅂ뱳ꝩ놡맒ꅂꕈ뻉ꓞ껄ꩇ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃ 낣ꑆ껸뙏ꪺ냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꪺꪽ놵뱶암ꅁ뱳ꝩ놡맒ꪺ덝군ꕈꙝ꒣Ꙑ둃엩꧒걉꒩ꪺ뻉ꓞ껄ꩇꅁꗧ녎맯꒣Ꙑ꽁ꑊ땻ꯗꪺ껸뙏늣ꗍ꒣Ꙑꪺ뱶암ꅁꙝꚹꖻ곣ꡳ뭻결뱳ꝩ놡맒ꕈ뻉ꓞ떦늤녎걏꣢뚵궫굮ꪺ뷕론엜볆(moderating variables)ꅁ꣤뭐껸뙏냓ꭾ꽁ꑊ땻ꯗ꧒ꚨꪺꗦ꒬Ꝁꗎ녎라뱶암돌닗ꪺ뱳ꝩ껄ꩇꅃꙢ뇄ꗎꪺ곣ꡳꓨꩫꓨ궱ꅁꖻ곣ꡳ녎ꕈ맪엧ꯇ맪엧ꩫꪺꓨꚡ뙩ꛦꅁꙢꕈꗾ뉹룪끔뫴꧒ꚨꪺ뙗둃엩륱뢣둃꒶샴맒꒤ꅁ덝군ꑀ롧륌뻞(manipulated)ꪺ뱳ꝩ놡맒ꅁ놴끑Ꙣ뙗둃엩륱뢣둃꒶샴맒꒤ꅁ껸뙏ꪺ냓ꭾ꽁ꑊ땻ꯗꅂ뱳ꝩ놡맒ꅂ뭐뻉ꓞ껄ꩇ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃ Ꙣ곣ꡳ끞쑭ꓨ궱ꅁ궺ꗽꅁꗑ꧳ꙢꙨ둃엩륱뢣둃꒶샴맒꒤ꚳꝏ꧳뛇닎둃엩ꪺꪺ껸뙏뭐둃엩꒬냊볒ꚡꅝꢣ맏2-4ꅞꅁ껸뙏ꪺ꽓꧊룻륌ꕨꙢ뛇닎둃엩ꪺ뱳ꝩ샴맒꒤ꟳ결궫굮ꅃꙝꚹꅁꖻ곣ꡳ끷맯껸뙏룪끔덂뉺ꪺ궫굮꽓꧊ꅇ껸뙏꽁ꑊꅁ놴끑껸뙏꽁ꑊꕈ놵쒲ꪺ뵵ꑗ뱳ꝩ놡맒맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃꕴꑀꓨ궱ꅁꕈꗾ뉹룪끔뫴결ꕄꪺꙨ둃엩륱뢣둃꒶샴맒Ꙣ뫴믚뫴룴ꪺ뇀ꩩꝕ쑩ꑕꅁꗧꚨ결곛럭궫굮ꪺ뱳ꝩ덱룴ꅃ럭껸뙏Ꙑ껉놵쒲Ꙩ뫘둃엩ꪺ룪끔꣓랽껉ꅁ엣땍ꖲ뚷ꛒ뱻둃엩뚡룪끔뛇뮼ꪺ덳녡뱶암껄ꩇꅁꖻ곣ꡳ뇽ꓞꗎꪺ뻉ꓞ껄ꩇꝙ결꣤꒤꒧ꑀꅃ럭뱳ꝩꕄ꿠ꚳ껄ꙡ둸뒤뵵ꑗ껸뙏꽓꧊ꅁꕈ맯꧳뱳ꝩ놡맒맯껸뙏룪끔덂뉺ꛦ결ꪺ뱶암ꚳ꧒ꑆ룑ꅁ덺륌빁럭뻉ꓞ떦늤ꪺ륂ꗎꅁꞡꕩꟳꚳ껄ꙡ뛇뮼뱳ꝩ끔꺧꒩껸뙏ꅁ륆꣬륷듁ꪺ뱳ꝩ껄ꩇꅃ 둎뻇덎끞쑭ꛓꢥꅁꖻ곣ꡳ떲Ꙙꑆ룪끔곬ꅂꛦ빐ꅂꕈꫀ라ꓟ뉺뻇ꪺ왛쉉ꅁ끷맯Ꙩ둃엩륱뢣둃꒶샴맒꒤ꪺ껸뙏ꛦ결뙩ꛦ놴끑ꅃ낣녎뛇닎ꓟ뉺뻇믢냬꒤ꪺ뻉ꓞ껄ꩇ삳ꗎꛜ뵵ꑗ놡맒꒤꒧ꕾꅁꟳ듁뇦덺륌냑ꛒ뻇냬ꪺ닖뽮ꅁ맯꧳뵵ꑗ샴맒ꪺ껸뙏ꛦ결꿠뒣꣑뻣Ꙙ꧊ꪺ룑쓀왛쉉뭐삳ꗎꅃ 1-2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 1. 뫼뷗 . 곣ꡳ굉뒺뭐냊뻷 뫴믚뫴룴끟랽꧳1969꙾과냪냪ꢾ뎡ꪺARPANET군땥ꅃ땍ꛓꅁꛛ녱1991꙾NSF뙽꧱꣤냓띾꓆ꪺ궭꣮ꕈ꣓ꅁ뫴믚뫴룴ꑾꟖ덴ꙡꚨꅃꙢ뫴믚뫴룴샴맒꒤꧒땯깩ꕘꪺ륱ꑬ냓냈ꅁꑝ덶몥ꚨꖼ꣓룪끔ꫀ라꒤ꑀ뫘띳멁ꪺ냓띾ꗦ꧶ꛦ결ꅃ껚뻚IDC (International Data Corporation)ꪺ꛴군ꅁ꣬ꑆꛨ꒸2002꙾ꅁ뫴믚뫴룴ꑗꪺ롧샙ꗦ꧶녎륆꣬뙗륌꒭ꑤ믵ꪺ덗볒(IDC, 1999)ꅁꕂ뛈ꛨ볚ꑀꙡꪺ냓띾ꚬ꽱녎ꗑ1997꙾ꪺꑑ믵ꢳ덴ꚨ꣬2001꙾껉ꪺꑔꛊ믵ꅁꛓꗾ뉹룪끔뫴ꪺ꣏ꗎꑝ녎ꗑꑀꑤ꒻ꛊ롕뱗ꕛ결꒭ꑤ꒻ꛊ롕(IDC, 1998)ꅃꕴꕾꅁ껚뻚Network Wizards꒽ꕱ껉뚡맯꧳뫴믚뫴룴ꑗꕄ뻷볆ꗘꪺ닎군ꅁ귌ꑝꕩꕈ땯뉻뫴믚뫴룴ꛛ1991꙾룑낣냓띾꓆ꕈ꣓ꅁꟖ덴ꚨꪺ쇍뛕ꅝꢣISC (1999)ꅞꅃ 쁈뗛뫴믚뫴룴ꪺꟖ덴ꚨꅁ꛱쁈ꛓ꣓ꪺ걏ꑀ뫘띳냓띾샴맒ꪺꚨꅃꙢ덯볋ꪺ냓띾샴맒꒤ꅁꕝ걁ꗸ띾ꕈ껸뙏꣢뫘냓띾ꕄ엩ꪺ겡냊ꅃ굙녎덯꣢뫘냓띾ꕄ엩ꪺ냓띾겡냊닓꓀ꅁ덺륌뫴믚뫴룴뙩ꛦꪺ냓띾ꛦ결ꕩ꓀결ꗸ띾뚡(business-to-business; B-to-B)ꅂꗸ띾뭐껸뙏뚡(business-to-consumer; B-to-C)ꅂ껸뙏뭐ꗸ띾뚡(C-to-B)ꅂꕈ껸뙏뚡(C-to-C)ꕼ뫘ꅃꗸ띾뚡ꪺ륱ꑬ냓냈ꅁꕄ굮걏덺륌뫴믚뫴룴ꪺ샴맒ꅁ륆꣬ꗸ띾Ꙣ뇄쇊ꅂꗍ늣ꅂꛦ빐떥뚥걱ꪺ륂쑷뫞뉺ꅃꗸ띾뭐껸뙏뚡ꪺ냓띾ꛦ결ꅁꕄ굮덺륌뵵ꑗ쇊ꪫꪺꓨꚡ뙩ꛦꅃ껸뙏뭐ꗸ띾뚡ꪺꗦ꧶볒ꚡꅁꭨ걏덺륌뫴믚뫴룴롧샧뗪샀ꫀ롳(virtual community)ꪺꕜ꿠ꅁ덺륌꣣ꚳꙀꙐ껸뙏볐ꪺ껸뙏ꪺ뭅뚰ꅁ뒣낪껸뙏맯뱴냓ꪺ쒳믹꿠ꑏꅁ꙰ꗘꭥꕘ뉻ꪺꑀꅵꙘ쇊ꅶ뫴꾸ꅃ껸뙏뚡ꪺ냓띾ꗦ꧶ꭨ걏뒶륍꙳Ꙣ꧳귓ꑈ뚡ꪺꪫꭾ뙒뷦ꗦ뒫ꛦ결ꅁ덺륌뫴믚뫴룴ꪺꗦ꧶ꖭꕸꅁ껸뙏녯ꕈ둍ꡄꟳꑪ뵤돲ꪺ볧Ꙣ뙒ꓨ뷦ꓨꅁ륆꣬냓ꭾꗦ꧶ꪺꗘꪺꅃ Ꙣꕈ뫴믚뫴룴결냲슦ꪺꙕ뫘냓냈볒ꚡ꒤ꅁꗸ띾뭐껸뙏뚡ꪺꗦ꧶ꦹ꣓ꅁ걏꣼꣬곛럭궫뗸ꪺꑀ귓쒳썄ꅃꙢ륌ꕨ곛쏶곣ꡳ꒤ꅁꕄ굮ꕩ꓀결꣢귓ꢤꯗꅇꗑ껸뙏ꪺ1-3
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꢤꯗꛓꢥꅁꕄ굮걏놴끑껸뙏뵵ꑗ쇊ꪫꛦ결ꪺ곛쏶곣ꡳꅝ꙰Richmond, 1996; Liang and Huang, 1998ꅞꅁꛓ둎ꗸ띾ꢤꯗꛓꢥꅁꭨ걏뭐뫴룴뱳ꝩ곛쏶쒳썄ꅝ꙰Ducoffe, 1996; Briggs and Hollis, 1997; Singh and Dalal, 1999ꅞ쇊ꪫ샴맒ꪺ덝군ꅝ꙰Lohse and Spiller, 1998ꅞꅃ뫴룴뱳ꝩꪺ꙳Ꙣꅁꭙꗸ띾듁뇦덺륌껸뙏ꪺ쉳쓽쉉뿯(Click)냊Ꝁꅁ륆꣬꣫뽅껸뙏ꪺꙌ뙈ꅁ뙩ꑀꡂꝬꓞ껸뙏뙩ꛦ껸뙏륆꣬꣤ꖦꯅ뛇ꗘꪺꅃ ꗑ뫴룴뱳ꝩꪺ왛쉉ꛓꢥꅁ뵵ꑗ둃엩ꪺ꽓꧊걏ꝟ라뱶암껸뙏왛곝뱳ꝩ껉ꪺ룪끔덂뉺ꛦ결ꅁ걏ꖻ곣ꡳ뇽놴끑ꪺꕄ썄꒧ꑀꅃHoffman and Novak (1996)녎덯볋ꪺ샴맒뫙결ꅵ뙗둃엩륱뢣둃꒶샴맒ꅶ(Hypermedia Computer-Mediated Environment; HCME)ꅁꣃ녎꒧ꥷ롱결ꅇꅵꑀ귓냊멁ꪺ꓀뒲뫴룴ꅁꕩ꿠꣣ꚳꗾ뉹꧊ꪺ덗볒ꅁ꣣ꚳꕩ꙳꣺뫴룴ꪺ덮땷엩ꅁꣃ꣏압ꯈꗸ띾녯ꕈ(1)ꕈ꒬냊ꪺꓨꚡ꙳꣺뙗둃엩꒺깥(hypermedia content)ꅁꕈ(2)덺륌둃엩뙩ꛦ랾덱ꅶ(p. 53)ꅃHoffman and Novak (1996)ꕘꅁꙢ덯볋ꪺ샴맒꒤ꅁꭥꗧꕎꫭꑆ뻷뺹꒬냊(machine interactivity)ꅁꛓꯡꭨꕎꫭꑆ귓ꑈ꒬냊(person interactivity)ꅃ 뙗둃엩륱뢣둃꒶샴맒꒤뫴룴뱳ꝩ맯귓ꑈꪺ뱶암ꅁ삳ꕩ쉫쏾꧳뻷뺹꒬냊ꪺ뵤쎥ꅃ둎꒬냊꒺깥ꛓꢥꅁꕩꗑ뫴룴뱳ꝩꝥ뉻ꪺ뻷꣮ꕛꕈꯤꛒꅁꗧꝙ덺륌뱳ꝩ놡맒ꪺ덝군ꕈ륆꣬Ꝭꓞ껸뙏ꕛ뉠꣤Ꙍ뙈ꪺꗘꪺꅃꛓꙢ귓ꑈ꒬냊ꓨ궱ꅁꭨ믝ꛒ뱻껸뙏귓ꑈ맯꧳냓ꭾꪺ꽁ꑊꅃ꽁ꑊ땻ꯗꪺ낪ꝃ녎뱶암껸뙏룪끔덂뉺ꓨꚡꅁ꙰맯꧳꽓ꥷ쏾ꮬꪺ뱳ꝩ덝군뭐ꝥ뉻ꓨꚡꅁꕈ꽓ꥷ뙄ꡄꪺ뱳ꝩ볐뭹라ꫭ뉻ꕘ룻낪ꪺ뾳뷬뭐놵꣼ꯗꅃꕴꑀꓨ궱ꅁ껸뙏Ꙣ덂뉺뱳ꝩ룪끔껉ꅁ때ꕩ쇗ꝋꙡ라꣼꣬ꗽꭥꪺ걊ꚳꙌ뙈꧒ꓞ뻉ꅁꛓ덯볋ꪺ걊ꚳꙌ뙈ꕩ꿠꣓ꛛ꧳Ꙣ꣤ꖦ둃엩뫞륄ꪺ놵쒲ꅃ껸뙏ꪺ룪끔꣓랽걊꒣궭꧳돦ꑀ뫞륄ꅁꛛꚳꖲ굮놴끑Ꙣ덯볋ꪺ놡맒ꑕꅁ꒣Ꙑ둃엩뚡룪끔꣓랽맯꧳껸뙏덂뉺뱳ꝩ룪끔ꕈ뱳ꝩ껄ꩇꪺ뱶암ꅁ륌ꕨ쏶꧳뱳ꝩ놡맒ꪺ곛쏶곣ꡳ꒤ꅁꙢ덯귓쒳썄ꑗꣃꖼꚳꓓꙨ뗛뺥ꅃ 1-4
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 쏶꧳뱳ꝩ놡맒맯귓ꑈ땯ꗍ뱶암ꪺ륌땻ꅁꑀꓨ궱낣ꑆꛒ뱻ꭥ걱꧒굺ꪺ귓ꑈ꽁ꑊ땻ꯗ뱶암ꅁꕴꑀꓨ궱ꗧꕩꓞꗎꓟ뉺뻇믢냬꒤뻉ꓞ껄ꩇ(priming effects)ꪺ왛쉉ꕛꕈ룑쓀ꅃ뻉ꓞ껄ꩇ띎귓ꑈꙢ룪끔덂뉺ꛦ결ꑗꅁ라꣼꣬ꕾꙢ꣫뽅(stimuli)ꕈ교꧳뱶암꣤룪끔덂뉺ꪺ낾ꙮ쁵ꗽꚸꟇꅁ뙩ꑀꡂ뱶암꣤ꡍ떦Ꝑ쉟ꛦ결ꅃ뻉ꓞ껄ꩇꪺ뱶암껄ꩇꚭꗽ덑삳ꗎ꧳ꓟ뉺뻇ꅝ꙰Jones and Panitch (1971); Higgins et al. (1977); Scrull and Wyer (1980); Sherman et al. (1978); Snyder and Swann (1978); Herr et al. (1983); Herr (1986)ꅞꅁ꣤ꯡꗧ덑ꓞꗎꛜꛦ빐믢냬ꪺ곛쏶곣ꡳꅝ꙰Herr (1989); Meyers-Levy (1989); Yi (1990a; 1990b; 1993); Shrum et al. (1998); Mandel and Johnson (1999)ꅞꅃ 뻉ꓞ껄ꩇꪺ왛쉉ꕘꙢꕾ곉꣫뽅꒧ꑕꅁ귓ꑈꪺꯡ쓲룪끔덂뉺ꛦ결ꅁ뛉Ꙗ꧳Ꙣ룓꣫뽅ꪺ곛쏶쓝꧊ꑗꝥ뉻ꕘ룻ꑪꪺ앶궫(Mandel and Johnson, 1999)ꅃꗑ꧳ꗾ뉹룪끔뫴걏ꗘꭥ뙗둃엩륱뢣둃꒶샴맒꒤ꑀ뚵돌뒶륍ꪺ삳ꗎ(Hoffman and Novak, 1996)ꅁ덜Ꙩꗸ띾롧샧ꞡ뿯뻜Ꙣ덯볋ꪺ뵵ꑗ샴맒꒤ꝥ뉻냓ꭾꕈ껸뙏룪끔ꅁ덺륌뵵ꑗ뱳ꝩꪺꓨꚡ륆꣬ꯅ뛇껄ꩇꅃ엣땍ꅁꙢ뙗둃엩륱뢣둃꒶샴맒꒤ꅁ둃엩ꪺꢤꛢꑷ뙖꣓뙖궫굮ꅃꙐ껉ꅁꗑ꧳꣤꒤꒶꧳룪끔뛇끥ꕈ놵ꚬ뚡ꪺꙡꛬꅁ덺륌덯볋ꪺ둃엩맯꧳룪끔놵ꚬꅝ덱녠걏ꑀ꿫껸뙏ꅞꛓꢥꅁ녎라뱶암꣤ꯡ쓲ꪺ룪끔덂뉺ꛦ결ꅃꛓꙢꛒ뱻뱳ꝩ놡맒맯껸뙏ꪺ뱶암껉ꅁ낣ꑀ꿫뱳ꝩ놡맒덝군ꙝ꿀꙰궫뷆떦늤뭐끔꺧뙄ꡄ꒧ꕾꅁꗧ꒣꿠ꦿ뗸ꑆ껸뙏Ꙣ꽵맪놡맒꒤놵쒲꒣Ꙑ룪끔꣓랽꧒늣ꗍꪺ뱶암ꅃ 뺨뫞륌ꕨꙢꛦ빐곛쏶믢냬꒤ꑷꚳ곛럭Ꙩꪺ뻇놴끑뱳ꝩ곛쏶쒳썄ꅁꗑ꧳뫴룴뱳ꝩ걏Ꙣꑀ뫘띳뾳둃엩꒤뙩ꛦꅁꕂꙢ덯볋ꪺ샴맒꒤뫴룴뱳ꝩ뭐뛇닎둃엩뱳ꝩ뚡꣣ꚳ곛럭ꪺ깴늧ꅝ꙰Ꙣ뵵ꑗ샴맒꒤ꪺ룪끔ꝥ뉻ꅂꕈ껸뙏ꪺ뱳ꝩ쉳쓽ꓨꚡ떥ꅞꅁꙝꚹ뫴룴뱳ꝩ꙰꛳Ꙣ뵵ꑗ샴맒꒤땯ꗍ껄ꩇꅁꚨ결귈녯뉠ꑊ놴끑ꪺ쒳썄ꅃꛜ꧳꙰꛳왛맮뱳ꝩ걏ꝟ땯ꗍ륷듁껄ꩇꅁꗑ꧳때ꩫꪽ놵왛맮껸뙏ꪺ맪믚쇊ꪫꛦ결ꅁꙝꚹ뱳ꝩ걏ꝟ맯껸뙏늣ꗍ룻뉠ꪺꙌ뙈ꅁꣃꙝꛓꝬꓞ꣤껸뙏ꪺ벤뇦낾ꙮꅁꚨ결뿅뙱뱳1-5
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꝩ껄ꩇꪺꓨꩫ꒧ꑀꅃ1뺨뫞ꖼꖲꞹꗾꯈ왛ꅁ맪ꑗ덯볋ꪺ뿅뙱ꓨꩫꗧꕎꫭꑆ뱳ꝩ꧒ꝥ뉻ꪺꕴꑀ뫘껄ꩇꅃ륌ꕨ뵵ꑗ샴맒ꪺ곛쏶곣ꡳꗧꗑ쇊ꪫ뛉Ꙗꅂ몡띎ꯗꅂ끏뻐껄ꩇ떥ꓟ뉺뱨궱ꪺ멣꧀Ꝁ결뿅뙱뱳ꝩ껄ꩇꪺꙝ엜볆ꅝ꙰ꢦ뚮뱺ꅁ1996ꅆꝤꓟꅁ1997ꅆ뎯ꧺ볽ꅁ1998ꅆ뎯ꮺꝄꅁ1998ꅆ램껑ꚨꅁ1998ꅆ꛳걐볼ꅁ1999ꅞꅃ ꖻ곣ꡳꝙ뇽덺륌껸뙏꽁ꑊꪺ왛쉉ꅁ놴끑Ꙣ뙗둃엩륱뢣둃꒶샴맒ꪺ뱳ꝩ놡맒꒤꙰꛳늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅈ낣ꑆꛒ뱻껸뙏ꖻꢭ맯냓ꭾ꽁ꑊ땻ꯗꪺ낪ꝃ걏ꝟ맯뱳ꝩ껄ꩇ꣣ꚳ뱶암ꅁꙢ꒣Ꙑ뱳ꝩ놡맒ꕈ뻉ꓞ껄ꩇꪺ뱶암ꑕꅁ걏ꝟꑓ라늣ꗍ꒣Ꙑꪺ뱶암쏶ꭙꗧ귈녯ꯤꛒꅃꙢꭥ궱ꪺ뵧둔꒤ꑷ롧뮡ꧺꅁꗑ꧳뙗둃엩륱뢣둃꒶샴맒뭐뛇닎둃엩Ꙣ뱳ꝩꝥ뉻ꕈ껸뙏룪끔덂뉺ꑗꪺ깴늧ꅁꚳꖲ굮끷맯뙗둃엩륱뢣둃꒶샴맒꒤ꪺ뱳ꝩ껄ꩇ뙩ꛦ놴끑ꅃ끷맯덯쒳썄ꅁ꒣뛈ꚳꝕ꧳ꑆ룑뙗둃엩륱뢣둃꒶샴맒꒤뱳ꝩꝥ뉻ꪺ껄ꩇꅁꗧꚳꝕ꧳맪냈곉ꪺ뫴꾸롧샧뱳ꝩꕄꑆ룑꙰꛳덝군ꟳꚳ껄ꪺ뱳ꝩ떦늤ꕈꝬꓞ뫴꾸쉳쓽ꅁ륆꣬ꯅ뛇ꗘꪺꅃ . 곣ꡳꗘꪺ ꖻ곣ꡳꕄ굮ꣃ녎ꕈ꽁ꑊ뉺뷗결냲슦ꅁ놴끑Ꙣ껸뙏맯꧳늣ꭾ꣣ꚳ꒣Ꙑꪺ꽁ꑊ땻ꯗꑕꅁ뫴룴뱳ꝩ꧒늣ꗍꪺ뱶암ꅃꖻ곣ꡳ녎ꕄ굮곣ꡳ냝썄ꥷ롱결ꅵꙢ뙗둃엩륱뢣둃꒶샴맒꒤꙰꛳뱗뙩뱳ꝩ껄ꩇꅈꅶꙐ껉ꅁ듁뇦덺륌ꖻ곣ꡳꪺ뙩ꛦꅁ륆꣬ꕈꑕꗘꪺꅇ 1. 놴끑Ꙣ뵵ꑗ뱳ꝩ샴맒꒤ꅁ껸뙏ꪺ냓ꭾ꽁ꑊ땻ꯗ맯꧳껸뙏덂뉺뱳ꝩ룪끔ꛦ결ꪺ뱶암ꅆ 2. 놴끑Ꙣ뵵ꑗ뱳ꝩ샴맒꒤ꅁ꒣Ꙑ둃엩룪끔꣓랽뭐놵쒲맯꧳껸뙏꧒ꚨꪺ뻉ꓞ껄ꩇ걏ꝟ뱶암뵵ꑗ샴맒ꪺ뱳ꝩ껄ꩇꅑ 1 Richmond (1996)뒿ꕈꑀ볒샀ꪺ놡맒놴끑껸뙏ꪺ뵵ꑗ쇊ꪫꛦ결ꅁ꒴뭐맪믚놡맒ꚳ꧒깴늧ꅁ쑙껦ꛓꢥꣃꭄ꽵맪ꪺ뵵ꑗ쇊ꪫꛦ결ꅃ꣤곣ꡳꭙꗽꝩꪾ껸뙏ꅵ낲덝Ꙣ깡꒤뙩ꛦꅁ꣏ꗎꛛꚳꪺ뿺ꅁꕂ썂Ꙣ륷뫢꒧꒺ꅶꅁꣃꗑ곣ꡳ떹꒩ꑀ닕ꭈꗎꕤ뢹뵘ꪺꓨꚡ볒샀뙩ꛦꅃ 1-6
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 3. ꛒ뱻Ꙣ뵵ꑗ뱳ꝩ샴맒꒤꧒뇄ꗎꪺ뱳ꝩ놡맒ꝥ뉻떦늤ꅝ뱳ꝩ엜꓆ꕈ끔꺧뙄ꡄꅞꅁ놴끑꣤뭐껸뙏꽁ꑊ땻ꯗ꧒ꚨꪺ꒬냊쏶ꭙ맯뱳ꝩ껄ꩇꪺ뱶암ꅆ 4. 끷맯꒣Ꙑ둃엩뚡뱶암ꪺ뱳ꝩ껄ꩇ뙩ꑀꡂ놴끑ꅁ꽓ꝏ걏뛇닎뱳ꝩ둃엩ꕈ뵵ꑗ둃엩꒧뚡ꪺ쏶ꭙꅃ . 곣ꡳ뵤돲 ꖻ곣ꡳꕈꗾ뉹룪끔뫴꒤ꪺ뱳ꝩꝥ뉻결곣ꡳꕄ썄ꅃꙢ뱳ꝩ쏾ꮬꓨ궱ꅁꖻ곣ꡳ뿯뻜ꗾ뉹룪끔뫴꒤돌녠ꢣꪺ뱳ꝩꚡꅁꝙ뻮둔뱳ꝩ(banner ads)결곣ꡳ맯뙈ꅃꙢ뱳ꝩ냓ꭾꪺ뿯뻜ꓨ궱ꅁꖻ곣ꡳ녎덺륌귓ꑈ꽁ꑊ뙱ꫭ(Personal Involvement Inventory; PII)(Zaichkowsky, 1985; 1994)ꪺꭥ듺ꅁ뿯뻜꒤꧊ꅝꗧꝙꑀ꿫ꑈ라ꚳ룻ꖭꞡꪺ낪ꝃ꽁ꑊ꓀ꖬ땻ꯗꅞꪺ냓ꭾꝀ결뻮둔뱳ꝩ꒤ꪺ뱳ꝩ냓ꭾꅃ 쏶꧳뱳ꝩ놡맒꒤ꪺ끔꺧뙄ꡄꅁꖻ곣ꡳꗧ덺륌ꭥ듺ꪺ뙩ꛦꅁ뿯뻜빁럭ꪺ덝군ꓨꚡꅁ꓀결룪끔꧊ꇾ놡띐꧊ꪺ끔꺧뙄ꡄꅃ Ꙣ뻉ꓞ껄ꩇꪺ덝군ꓨ궱ꅁꗑ꧳ꖻ곣ꡳꗘꪺ뇽놴끑껸뙏Ꙣ꒣Ꙑ둃엩뚡놵ꚬ룪끔꧒ꚨꪺ뻉ꓞ껄ꩇꅁꙝꚹ낣ꑆꗾ뉹룪끔뫴ꪺ뱳ꝩ샴맒ꅁꖻ곣ꡳꗧ녎덺륌ꖭ궱뱳ꝩꝀ결껸뙏꧳뛇닎둃엩꒤ꪺ뱳ꝩ놡맒ꅃꗧꝙ녎뛇닎둃엩ꪺꖭ궱뱳ꝩ덝군결뻉ꓞ껄ꩇꪺ꣓랽ꅃ 뺨뫞ꖻ곣ꡳꭙꕈꑀ꿫꧊ꪺ뵵ꑗ뱳ꝩ결곣ꡳꕄ썄ꅁꙢ룪껆뭠뚰ꓨ궱ꅁꭨꕈ꣣ꗾ뉹룪끔뫴쉳쓽롧엧ꅝ뉠뉌꒣ꧫꅞꪺꑪ뻇뎡곣ꡳ꧒뻇ꗍ결맯뙈ꅁ덺륌쑙싔ꪺ곣ꡳ덝군뙩ꛦ룪껆뭠뚰ꕈ룪껆꓀꩒ꅃ 1-7
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 곣ꡳ뙩ꛦ땻Ꟈ 맏1-1뮡ꧺꪺ걏ꖻ곣ꡳ뙩ꛦ땻Ꟈ뭐ꡂ왊ꅃ궺ꗽꅁ덺륌곛쏶굉뒺ꕈꓥ쑭룪껆ꪺ뭠뚰ꅁ뵔ꥷꖻ곣ꡳ꒧곣ꡳꓨꙖꅁꣃꧺ뵔ꙡ굱ꕘ곣ꡳ냝썄ꅃ놵뗛ꅁ덺륌곛쏶ꓥ쑭ꪺ뻣뉺ꕈ뉺뷗냲슦ꪺ뉺룑ꅁ덶ꡂ뇀뻉ꖻ곣ꡳ꒧곣ꡳ낲뮡ꕈ곣ꡳ걛멣ꅃꙢ맪믚뙩ꛦ맪엧꒧ꭥꅁꣃ덺륌ꭥ듺ꪺ뙩ꛦꕈ뿯뻜뱳ꝩ냓ꭾꅂ뵔ꥷ빁럭ꪺ뱳ꝩ궫뷆곭볆ꅂꕈ덝군뻉ꓞ껄ꩇꅂ뱳ꝩ엜꓆뭐끔꺧뙄ꡄꅃ Ꙣ꣺녯ꭥ듺룪껆꒧ꯡꅁ녎뙩ꛦ맪엧꡴닎덝군ꅁꣃ덺륌맪뱸룪껆ꪺ뭠뚰ꅁ끷맯ꖻ곣ꡳ꧒뒣ꕘ꒧곣ꡳ낲뮡뙩ꛦ샋엧ꅃ돌ꯡꅁ껚뻚룪껆꓀꩒ꪺ떲ꩇꅁ뒣ꕘꖻ곣ꡳ떲뷗ꕈꯘ쒳ꅃ ꓥ쑭ꅂ굉뒺룪껆뭠뚰뭐둍곣ꡳꡳꓨꓨꙖꙖ뵔ꥷ곣ꡳ냝썄ꯘꗟꗟ곣곣ꡳꡳ걛걛멣낲뮡멣뭐곣ꡳ낲뮡ꭥ듺꡴닎뭳Ꝁ냓ꭾ꽁ꑊꭥ듺맪엧ꭥ듺끔꺧뙄ꡄꕈ뻉뻉ꓞꓞ껄껄ꩇꩇꭥꭥ듺듺맪엧꡴닎뭳Ꝁ맪엧뭐룪껆껆뭠뭠뚰뚰룪껆꓀꩒뭐낲뮡뮡샋샋듺듺떲뷗뭐ꯘ쒳 맏1-1ꅇꖻ곣ꡳ뙩ꛦꡂ왊 ꖻꓥ꓀결꒻뎡ꗷꅃꙢ닄1뎹뫼뷗꒤ꅁ녎쓄굺ꖻ곣ꡳꕄ굮꒧곣ꡳ냊뻷ꕈ곣ꡳ굉뒺ꅁꙐ껉ꣃ뮡ꧺꖻ곣ꡳ꒧곣ꡳꗘꪺꕈ뵤돲ꅃ닄2뎹ꓥ쑭놴끑꒤ꅁ끷맯ꖻ곣ꡳ꒧곣ꡳꕄ썄Ꝑꥷ빁럭ꪺ뉺뷗냲슦ꅁꣃ뭠뚰뻣뉺륌ꕨ뻇ꪺ곛쏶곣ꡳꚨꩇꅁꙐ껉뮲ꕈ빁럭ꪺ뮡ꧺ뭐띊뻣ꅁꕘꗑ륌ꕨꓥ쑭꧒녯ꪾꪺ뇒땯ꅁꕈ꙰꛳뭐ꖻ곣ꡳ꒧띑ꩫ1-8
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 떲Ꙙꅃ닄3뎹결곣ꡳ낲뮡뭐곣ꡳ걛멣ꅁ껚뻚꽁ꑊ뉺뷗ꪺ왛쉉ꅁ덶ꡂ뇀뻉ꕘꖻ곣ꡳ꒧곣ꡳ낲뮡ꅁꣃ껚뻚곣ꡳ낲뮡ꕈ곣ꡳ볒ꮬꅁ뻚ꚹ뙩ꛦꯡ쓲ꪺ맪엧덝군ꅂ룪껆뭠뚰ꅂꕈ룪껆꓀꩒ꅃ닄4뎹곣ꡳꓨꩫ녎뮡ꧺꖻ곣ꡳꕄ굮꒧곣ꡳ덝군ꕈ뇄ꗎꪺ곣ꡳꓨꩫꅁꣃ뮡ꧺ룪껆꣓랽ꕈ뭠뚰륌땻ꅃ닄5뎹룪껆꓀꩒ꅁ껚뻚곣ꡳꓨꩫ꧒둹굺꒧룪껆뭠뚰ꓨꚡꅁꖻ뎹끷맯뭠뚰ꛓ녯꒧룪껆뙩ꛦ꓀꩒ꅁꣃ덺륌닎군ꪺ낲뮡샋ꥷꅁ맯ꖻ곣ꡳ꒧곣ꡳ낲뮡뙩ꛦ엧쏒ꅃ닄6뎹결떲뷗ꅁ둎룪껆꓀꩒떲ꩇꅁ뒣ꕘꖻ곣ꡳ꒧떲뷗ꅁꣃ끑뷗ꖻ곣ꡳꙢ맪냈ꕈ뉺뷗ꑗꪺ띎뉛ꅁꙐ껉뮡ꧺꖻ곣ꡳ꒧곣ꡳ궭꣮ꕈꯡ쓲곣ꡳꪺꯘ쒳ꓨꙖꅃ 1-9
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 2. ꓥ쑭놴끑 ꖻ뎹뙩ꛦ곛쏶ꓥ쑭놴끑ꅃꙢ론꒤ꅁꕄ굮놴끑륱뢣둃꒶샴맒ꕈ꒣Ꙑ뛇벽샴맒꒤랾덱볒ꮬꪺ꽓꧊ꅁ론끑뷗뱳ꝩꕈ껸뙏룪끔덂뉺ꛦ결ꅃ론ꕄ굮끷맯뱳ꝩ놡맒꒤뱳ꝩꝥ뉻떦늤ꪺ륂ꗎ뙩ꛦ끑뷗ꅁꕝ걁뱳ꝩꪺ궫뷆ꕘ뉻뭐엜꓆ꅂꕈ뱳ꝩ꒤꧒뇄ꗎꪺ끔꺧뙄ꡄꅃ론녎뮡ꧺ껸뙏궫굮꽓꧊ꅇ꽁ꑊ땻ꯗꅁ꣤맯꧳껸뙏룪끔덂뉺ꛦ결ꪺ뱶암ꅃ론놴끑뻉ꓞ껄ꩇꪺ왛쉉ꅁ론ꭨ끑뷗뱳ꝩ껄ꩇꅁꕝꝴ끏뻐껄ꩇꅂꕈ뱳ꝩ멁ꯗꅃꙢ론꒤ꅁ끷맯꫱꙾꣓뭐뫴룴뱳ꝩ곛쏶ꪺꓥ쑭뙩ꛦ뻣뉺ꅃ뻣엩ꛓꢥꅁꖻ곣ꡳ꒧랧꧀꧊걛멣꙰맏2-1꧒ꗜꅃ 뱳ꝩ놡맒ꅇꅀꅀ뱳ꝩ엜꓆ꅄ끔꺧뙄ꡄ냓ꭾ꽁ꑊ땻ꯗ뱳ꝩ껄ꩇ뻉ꅀꓞ 맏2-1ꅇꖻ곣ꡳ랧꧀꧊걛멣맏 . 륱뢣둃꒶샴맒뭐랾덱볒ꮬ 맪ꑗꅁ륱뢣둃꒶샴맒꒣궭꧳Ꙣ뫴믚뫴룴샴맒꧒ꚨꪺ랾덱ꓨꚡꅃ륱뢣둃꒶샴맒ꕩ꿠ꪺꚡꗧꕝ걁꙰륱ꑬꝇꝩ쓦ꅂ륱ꑬ라쒳꡴닎ꅂꕈ냓띾ꪺ뵵ꑗꩁ냈떥(Hoffman and Novak, 1996)ꅃꗑ꧳ꗘꭥ돌녠ꢣꪺ뵵ꑗ뱳ꝩ둃엩결ꕈ뙗둃엩ꓨꚡꝥ뉻ꪺꗾ뉹룪끔뫴ꅁꙝꚹꖻ곣ꡳ꧒끷맯ꪺ륱뢣둃꒶샴맒ꚡꅁꭙ끷맯Hoffman and Novak (1996)꧒놴끑꒧뙗둃엩륱뢣둃꒶샴맒ꛓꢥꅃ ꙢHoffman and Novak (1996)꧒뒣ꕘ꒧뙗둃엩륱ꑬ둃꒶샴맒꒤ꅁꝙꕈ뫴믚뫴룴ꪺꗾ뉹룪끔뫴샴맒결ꕄ굮ꖭꕸꅃꙐ껉ꅁHoffman and Novak (1996)녎덯볋ꪺ샴2-1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 맒ꥷ롱결ꑀ귓ꕩ꣣ꚳꗾ뉹덗볒ꪺ냊멁꓀뒲ꚡ뫴룴ꅁꕝꝴ결꙳꣺룓뫴룴꧒믝ꪺꙕ뚵덮땷엩ꅁ꣏녯귓ꑈꗸ띾녯ꕈ(1)뒣꣑ꣃꕈ꒬냊ꪺꓨꚡ꙳꣺뙗둃엩꒺깥ꅝ뻷뺹꒬냊ꅞꅆꕈ(2)덺륌둃엩뙩ꛦ랾덱ꅝꑈ믚꒬냊ꅞꅃ Hoffman and Novak (1996)ꟳ뙩ꑀꡂꓱ룻ꑆꙢ뙗둃엩륱ꑬ둃꒶샴맒꒤ꪺ둃엩뛇벽ꓨꚡ뭐뛇닎둃엩ꪺ꒣ꙐꅃꙢ뛇닎ꪺꑪ늳뛇벽둃엩꒤ꅁ맪ꑗ걏ꑀ맯Ꙩꪺ뛇벽륌땻ꅁ꙰맏2-2꧒ꗜꅃ 껸뙏뒣꣑꒺깥둃엩껸뙏껸뙏 맏2-2ꅇ뛇닎ꪺꑀ맯Ꙩꑪ늳뛇벽볒ꮬ 룪껆꣓랽ꅇ(Hoffman and Novak, 1996) Ꙣ맏2-2ꪺ뛇닎ꑪ늳뛇벽볒ꮬ꒤ꅁ룪끔뒣꣑ꕈ놵ꚬꅝꑀ꿫껸뙏ꅞ꒧뚡ꣃꡓꚳ꒬냊쏶ꭙ꙳Ꙣꅁ룪끔놵ꚬ뛈덑냊ꙡ놵ꚬ룪끔ꅃꛓꙢꑀ꿫륱뢣둃꒶샴맒꒤ꅁ덺륌둃엩ꕩ륆꣬ꑈ믚꒬냊랾덱ꪺꗘꪺꅁ꙰맏2-3꧒ꗜꅃ 껸뙏꒺깥둃엩꒺깥껸뙏 맏2-3ꅇ륱뢣둃꒶샴맒꒤ꪺꑈ믚꒬냊볒ꮬ 룪껆꣓랽ꅇ(Hoffman and Novak, 1996) 2-2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Hoffman and Novak (1996)ꕘꅁ덺륌뗸끔라쒳뵵ꑗ닡ꓑꯇ떥덎ꅁ맏2-2ꪺ랾덱볒ꚡꗧꕩꦵ결Ꙩꑈꪺ꒬냊랾덱볒ꚡꅁ덺륌륱뢣둃꒶샴맒ꪺꭐꚨꅁ륆꣬ꑈ믚랾덱껉꒬냊ꪺ믝ꡄꅃꛓ끷맯뙗둃엩륱뢣둃꒶샴맒꒤ꪺ랾덱ꓨꚡꅁHoffman and Novak (1996)ꕈ맏2-4ꪺ볒ꚡꫭꗜꅇ 뒣꣑뒣꣑꒺깥껸뙏꒺깥둃엩꒺깥뒣꣑꒺깥껸뙏껸뙏 맏2-4ꅇ뙗둃엩륱뢣둃꒶샴맒꒤ꪺ랾덱볒ꮬ 룪껆꣓랽ꅇ(Hoffman and Novak, 1996) Hoffman and Novak (1996)ꕘꅁꙢ뙗둃엩륱뢣둃꒶샴맒ꪺꙨ맯Ꙩ랾덱볒ꚡ꒤ꅁꅵ꒺깥ꅶꝙ결뙗둃엩ꅁꛓꅵ둃엩ꅶꖻꢭꝙ결꓀뒲ꚡꪺ륱뢣뫴룴ꅃꙐ껉ꅁ맏2-3뭐2-4꣢뫘랾덱볒ꚡꪺ깴ꝏꙢ꧳ꅁꯡꪺ꒬냊볒ꚡꗧꕩ땯ꗍ꧳귓ꑈ뭐둃엩뚡ꅝꝙ뻷뺹꒬냊ꅞꅁꛓꭄ뛈덺륌둃엩뙩ꛦꑈ믚꒬냊ꅃ 뙗둃엩륱뢣둃꒶샴맒맯꧳껸뙏ꛦ결ꪺ뱶암ꅁꕩ꓀결꣢ꓨ궱놴끑ꅁ꓀ꝏ걏꣼꣬둃엩뱶암ꅂꕈ껸뙏ꖻꢭ꧒ꓞ땯ꅃꭥ꙰뫴룴쇊ꪫ냓돵Ꙣ룪끔ꝥ뉻ꓨꚡꅂ뫴룴냲슦ꯘ덝ꪺ쁗뱥ꅝ뻉교압ꯈ떥ꯝ껉뚡ꅞꅂ뫴룴뱳ꝩꪺ덝군뭐ꝥ뉻떥ꅃꯡꭨ뭐껸뙏ꖻꢭ룪끔덂뉺꿠ꑏꚳ쏶ꅁ꙰귓ꑈ꽁ꑊ땻ꯗꅂ늣ꭾ낾ꙮꅂ꒺뎡ꅝ껸뙏ꖻꢭꅞ뭐ꕾ뎡ꅝ꙰쉳쓽뺹ꪺ껑엒ꅞ끏뻐껄ꩇ떥떥ꅃ덯꣢ꓨ궱ꪺ뱶암꣓랽ꅁꗧꝙHoffman and Novak (1996)꧒ꕘꪺ뻷뺹꒬냊뭐귓ꑈ꒬냊꣢뫘볒ꚡꅁ꓀ꝏꕎꫭ샴맒꧒ꕛ뷑2-3
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 껸뙏ꛦ결ꪺ뱶암ꅁ꙰덺륌ꗾ뉹룪끔뫴Ꝁ결ꑀ뫘뮡ꩁ(persuasion)ꑵ꣣ꅁꝬꓞ압ꯈꑗ뫴ꅁꗑ꧳껸뙏ꖻꢭ꽓꧊ꅝ꙰늣ꭾ꽁ꑊꅞꅁꙝꚹꫭ뉻ꕘ꒣Ꙑꪺ쉳쓽룪끔덂뉺ꛦ결ꅃ ꙝꚹꅁꙢ뙗둃엩ꪺ륱뢣둃꒶샴맒꒤ꅁ껸뙏ꪺ룪끔덂뉺ꛦ결ꅁꑀꓨ궱꣓ꛛ꧳덺륌둃엩놵ꚬ룪끔뒣꣑꧒뒣꣑ꪺꙕ뫘끔꺧ꅁꕴꑀꓨ궱ꖻꢭꑝ덺륌뙗둃엩ꪺ룪끔ꝥ뉻ꓨꚡꅁ뭐룪끔꣓랽ꕈ둃엩늣ꗍ꒬냊ꅃ둎ꖻ곣ꡳ꧒끷맯ꪺ뵵ꑗ뱳ꝩꛓꢥꅁ껸뙏뭐룪끔꣓랽ꕈ둃엩꧒늣ꗍꪺ꒬냊ꅁ뭐뵵ꑗ뱳ꝩꝥ뉻ꓨꚡ맯꣤늣ꗍꪺ뱶암ꚳ쏶ꅃ땍ꛓꅁꗑ꧳꒣Ꙑ껸뙏꣣ꚳ덂뉺룪끔ꪺ꒣Ꙑ꽓꧊낾ꙮꅁꙝꚹꙢ덯볋ꪺ샴맒꒤ꅁ껸뙏꧒늣ꗍꪺ룪끔덂뉺떲ꩇꅝ꒬냊떲ꩇꅞꗧꖼꖲ곛Ꙑꅃꙝꚹꅁ뱳ꝩ냓엣땍ꖲ뚷끷맯껸뙏꽓꧊뙩ꛦ뱵꧊ꪺ뱳ꝩ떦늤ꅁꛓ꧒뿗ꪺ뱵꧊꣓랽ꅁꭨ걏껸뙏룪끔덂뉺ꪺ꽓꧊ꛓꢥꅃ쏶꧳껸뙏ꪺ룪끔덂뉺꽓꧊ꅁꖻ곣ꡳꕈ껸뙏ꪺ늣ꭾ꽁ꑊ땻ꯗ결ꕄꅁ곛쏶ꓥ쑭Ꙣꯡ궱ꪺꑰ론꒤녎라뙩ꛦ끑뷗ꅃ 낣ꑆHoffman and Novak (1996)ꪺ랾덱볒ꮬꅁ둎둃엩ꢤꯗꛓꢥꅁꙢ뛇벽ꪺ믢냬ꑷꚳ덜Ꙩ뉺뷗뻇뮡둎둃엩ꪺ꽓꧊뙩ꛦ놴끑ꅃDaft and Wiginton (1979)ꕘ둃엩Ꙣ룪끔싗둉꧊ꑗꪺ깴늧ꭙ꣓ꛛ꧳(1)ꗟꝙꙞꪺ꿠ꑏꅆ(2)꣏ꗎꪺ뵵꿁뭐뫞륄ꅆ(3)귓ꑈ꓆땻ꯗꅆꕈ(4)뭹ꢥꙨ볋꧊(Daft and Lengel, 1986)떥ꕼ뚵꽓꧊ꪺ깴늧ꅃ껚뻚덯볋ꪺ왛쉉ꅁDaft and Lengel (1986)ꕘꅁ궱맯궱랾덱라걏룪끔싗둉땻ꯗ돌낪ꅁꛓ볆꙲ꓥꗳ(numeric documents)ꭨ걏싗둉꧊돌ꝃꪺ둃엩ꅃ 맪ꑗꅁ굙녎ꗾ뉹룪끔뫴ꪺ꽓꧊꿇ꑊꛒ뙱ꅁꗑ꧳ꗾ뉹룪끔뫴Ꙣꕼ뫘꽓꧊ꑗ뎣꣣돆ꑀꥷ땻ꯗꪺꫭ뉻ꅁꗘꭥ꒴때ꩫꞹꗾ꣺ꕎ꙰궱맯궱랾덱껉싹ꓨꪺꫭ놡뭐늴꾫떥ꅵꑈ쏾꽓ꚳꅶꪺ랾덱ꓨꚡꅁꙝꚹꗾ뉹룪끔뫴삳늤ꝃ꧳궱맯궱랾덱ꅁ꒴낪꧳꣤ꖦ뛇닎둃엩꙰륱룜ꅂꓥꗳ떥ꅃ땍ꛓꅁꗑ꧳ꗾ뉹룪끔뫴ꭙ냲꧳뙗둃엩ꪺ꽓꧊꧒멣ꯘꛓꚨꅁꙝꚹ꣤맯꧳껸뙏룪끔덂뉺ꛦ결ꪺ뱶암ꅁ꒴뭐뛇닎ꪺ랾덱둃엩ꚳ꧒깴늧ꅃꖻ곣ꡳꝙ뇽ꕈꗾ뉹룪끔뫴결냲슦ꅁ놴끑Ꙣ뙗둃엩륱뢣둃꒶샴맒꒤ꅁ뵵ꑗ뱳ꝩ맯꧳껸뙏룪끔덂뉺ꛦ결꒧뱶암뙩ꛦ놴끑ꅃ 2-4
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 뱳ꝩ뭐껸뙏ꪺ룪끔덂뉺ꛦ결 뱳ꝩꅝꖻ곣ꡳ끷맯ꑀ꿫꧊냓띾뱳ꝩꛓꢥꅞꪺꗘꪺꙢ덺륌끔꺧ꪺꝥ뉻ꕈ뭐껸뙏ꪺ놵쒲ꅁ뒣낪껸뙏맯꧳룓뚵늣ꭾꩁ냈ꪺ놵꣼땻ꯗꅁ뙩ꑀꡂꓞ땯껸뙏Ꙣ룓뚵늣ꭾꩁ냈ꑗꪺ껸뙏ꅃ꣒꙰ꅁ둎뱳ꝩ맯ꭾ땐ꪺ뱶암ꛓꢥꅁMela et al. (1997)ꕘ뱳ꝩꕩ궰ꝃ껸뙏맯꽓ꥷꭾ땐ꪺ믹껦뇓띐ꯗꅁꣃ궰ꝃ귬ꖻꭄꦾ룛ꯈꓡꪺꓱ꣒ꅃꗧꝙꅁꗸ띾덺륌뱳ꝩꪺ륂Ꝁꅁ녎ꕩꓞ땯ꭾ땐껄삳ꅝ꙰ꙗ땐뙈ꅞꅁ뒣낪껸뙏맯꽓ꥷꭾ땐ꪺ껸뙏ꅝꝙ꣏ꙗ땐늣ꭾꪺ믹껦땹낪ꅞꅁꝬꓞ귬ꗽꭄ룓늣ꭾꭾ땐껸뙏ꯈꓡ뙩ꛦ껸뙏ꅃZanot (1984)ꗧꕘꅁ껸뙏라낾ꙮ꧳뿯뻜ꚳꝕ꣤ꡍ떦ꚨꪺ뱳ꝩꅃꗑ껸뙏룪끔덂뉺ꪺ왛쉉ꛓꢥꅁꗑ꧳뱳ꝩ꣣돆꒣Ꙑ룪끔꧊ꪺ뱶암ꅁꗧ꣏녯뱳ꝩ룪끔ꚨ결뱶암껸뙏맯꧳뱳ꝩꭾ땐Ꙟ삳ꪺꑀ뚵궫굮ꙝ꿀(Abernethy and Franke, 1996)ꅁ뱳ꝩ꧒ꝥ뉻ꪺ룪끔꽓꧊ꅁ맯꧳껸뙏녎늣ꗍ꒣Ꙑꪺ껄ꩇꅃꖻ론끷맯껸뙏ꪺ뱳ꝩ룪끔덂뉺ꛦ결곛쏶쒳썄ꅁ뙩ꛦ곛쏶ꓥ쑭ꪺ뻣뉺뭐Ꙟ압ꅃ . 뱳ꝩ땯ꗍ뱶암ꪺ륌땻 둎뱳ꝩ맯껸뙏땯ꗍ뱶암ꪺ륌땻ꛓꢥꅁ돌ꚭ걏ꗑ뚥뱨ꚡꪺ왛꧀ꕛꕈ룑쓀(Lavidge and Steiner, 1961)ꅃꙢ덯볋뚥뱨ꚡꪺ랧꧀꒤ꅁ뱳ꝩ맯꧳껸뙏ꪺ뱶암ꅁꭙ롧ꗑE. St. Elmo Lewis꧳1898꙾꧒뒣ꕘ꒧AIDA땻Ꟈꅁꗧꝙꩠ띎(attention)→뾳뷬(interest)→듷뇦(desire)→ꛦ냊(action)ꪺ륌땻(Strong, 1925)ꅃ 둎뱳ꝩ맯꧳껸뙏땯ꗍ껄ꩇꪺ륌땻ꛓꢥꅁ굙볈꒣끑뷗ꛦ결뱨궱ꅁ꿂뫩둎륌땻궱ꛓꢥꅁꭨ뱳ꝩꗧꕩ뗸결ꅵꝩꪾꅶ(inform)뭐ꅵ뮡ꩁꅶ(persuade)ꪺ륌땻(Singh and Dalal, 1999; Vakratsas and Ambler, 1999)ꅃꝩꪾꭙ결ꑆ꣏껸뙏ꪾ쒱꣬룓뚵늣ꭾꩁ냈ꪺ꙳Ꙣꅁ뙩ꛓ덺륌뮡ꩁꪺ껄ꩇꅁ꣏껸뙏맯룓뚵늣ꭾꩁ냈늣ꗍꖿꙖ멁ꯗꅁ꣫뽅꣤놵꣼ꯗ껸뙏ꅃ 2-5
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Vakratsas and Ambler (1999)ꕘꅁ굙녎뱳ꝩ뗸결뒣낪빐냢뙱ꪺ덾깼ꅁꭨ뱳ꝩ궺ꗽꖲ뚷ꗽꚳꝩꪾ껄ꩇꅁꙁ땯ꗍ뮡ꩁ껄ꩇꅃSingh and Dalal (1999)놴끑뫴꾸ꪺ궺궶Ꝁ결ꑀ뫘뱳ꝩ둃꒶껉ꗧꕘꅁ뱳ꝩꪺ꣢귓냲ꖻꕜ꿠걏ꝩꪾ뭐뮡ꩁꅃ꣤꒤ꅁꝩꪾꪺꗘꪺ걏뮡ꩁ껸뙏ꅁ맯뱳ꝩꕄꕈ늣ꭾꚳꖿ궱Ꙍ뙈ꅁꙝꛓ뿯뻜뱳ꝩꪺꭾ땐ꅃꙢSingh and Dalal (1999)ꪺ왛쉉꒤ꅁꝩꪾ걏ꑀ뚵ꑵ꣣ꅁꛓ뮡ꩁꑾ걏돌닗ꗘꪺꅁꗧꝙ뱳ꝩ궺ꗽ엽껸뙏ꪾ쒱꣬뱳ꝩ볐ꪺꪺ꙳Ꙣꅁ놵뗛덺륌뱳ꝩ꒤끔꺧ꪺꫭ뉻ꅁ룕맏Ꝭꓞ껸뙏ꅃ Vakratsas and Ambler (1999)Ꙣ놴끑뱳ꝩ땯ꗍ껄ꩇꪺ륌땻껉ꅁ뒣ꕘ꙰맏2-5ꪺ뱳ꝩ륂Ꝁ볒ꚡꅃꙢ룓볒ꚡ꒤ꅁꛛꚳ쑶ꪧ꧊ꭾ땐ꪺ뱳ꝩꝥ뉻덑뗸결맯꧳껸뙏ꪺ뿩ꑊꅁꛓ둃엩뇆땻ꅂ끔꺧꒺깥ꅂꕈ끔꺧ꪺ궫뷆ꭨ덑뗸결룓뿩ꑊꪺ닕ꚨ꒸ꗳꅁꣃ녎싇ꗑ덯닕ꚨ꒸ꗳ꧒ꚨꪺ뱳ꝩ떦늤ꕨ쒲땯껸뙏ꪺꙞ삳ꅃ 뱳ꝩ뿩ꑊꅇ끔꺧꒺깥ꅂ둃엩뇆땻ꅂ궫뷆륌쉯ꅇ냊뻷ꅂ꿠ꑏꅝ꽁ꑊꅞ껸뙏뭻ꪾ놡띐롧엧껸뙏ꛦ결ꅇ뿯뻜ꅂ껸뙏ꅂꦾ룛ꯗꅂ닟멄떥 맏2-5ꅇ뱳ꝩ륂Ꝁ볒ꚡ 룪껆꣓랽ꅇ(Vakratsas and Ambler, 1999) Ꙣ뱳ꝩ뿩ꑊꕈ뱳ꝩ껄ꩇ꒧뚡ꅁ꙳ꙢVakratsas and Ambler (1999)뫙꒧결ꅵ꒤꒶껄ꩇꅶ(intermediate effects)ꪺ뱨ꚸꅃ룓뱨ꚸꭙ껸뙏Ꙣ놵쒲꣬뱳ꝩ꒧ꯡꅁ2-6
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Ꙣꛦ결ꫭ뉻덑뱶암꒧ꭥꅁꚳ띎쏑때띎쏑ꙡꚨ꒧ꓟ뒼삳ꅁꕝ걁ꪾ쒱(awareness)ꅂ끏뻐ꅂꭾ땐멁ꯗ떥ꅃ꣤꒤ꅁꅵ뭻ꪾꅶ(cognition)ꕎꫭꑆ귓ꑈꙢꯤꛒꓨ궱ꪺꙞ삳ꅁꛓꅵ놡띐ꅶ(affect)ꭨꕎꫭꙢ띐쒱멣궱ꪺꙞ삳ꅁ꣢걏ꕄ굮ꪺ꣢뫘뱳ꝩ꒤꒶껄ꩇꅃ Ꙣ롧륌뱳ꝩ뿩ꑊꕈ꒤꒶껄ꩇꪺꫭ뉻꒧ꯡꅁ껸뙏ꪺ쇊뙒ꕈ늣ꭾ꣏ꗎꅁꭨꕎꫭꑆ뱳ꝩ돌닗ꕈꙢ껸뙏ꛦ결궱ꑗꪺ뱶암ꅃꛓ껸뙏쏶꧳늣ꭾ쇊뙒ꕈ꣏ꗎꪺ끏뻐ꅁꭨ라ꚨ결ꛦ결궱ꪺꙞꅁꚨꑀ뫘롧엧ꅁꗧꝙ맏2-5꒤ꪺ닄ꑔ뫘ꕄ굮꒤꒶껄ꩇꅃ ꕴꕾꅁ쏶꧳귓ꑈ맯꧳뱳ꝩ룪끔ꪺꙞ삳ꅁꑝ라꣼꣬덂뉺룪끔꒧냊뻷ꕈ꿠ꑏꪺ뱶암ꅃꗑ꧳덯뱶암ꙝ꿀ꪺ꙳Ꙣꅁ귓ꑈ녎뷕뻣엜맯꧳뱳ꝩ룪끔ꪺꙞ삳ꅁꙝꚹꅁVakratsas and Ambler (1999)뭻결덯ꙝ꿀ꚳ꙰륌쉯ꪺ뻷꣮ꅁ라뽺뿯껸뙏꧒놵ꚬ꣬ꪺ뱳ꝩ뿩ꑊꅃꙐ볋ꙡꅁꙢPetty et al. (1983)Petty and Cacioppo (1984)꒧ꅵꯤꛒꕩ꿠꧊볒ꚡꅶ(Elaboration likelihood model; ELM)꒤꒧껸뙏꽁ꑊꅁꕈMacInnis et al. (1986)뭐MacInnis and Jaworski (1989)뱳ꝩ룪끔덂뉺볒ꚡ꒤꒧냊뻷ꅂ꿠ꑏꅂ뻷라떥ꅁꞡꕩ덑뗸결뱶암껸뙏룪끔덂뉺ꛦ결ꪺ궫굮뷕론뱶암ꙝ꿀ꅃ 뻇꙰MacInnis and Jaworski (1989)ꗑ냊뻷(motivation)ꪺ왛쉉놴끑껸뙏맯꧳뱳ꝩ꒤ꭾ땐룪끔ꪺ덂뉺ꅃMacInnis and Jaworski (1989)ꕘꅁ껸뙏냲꧳맯꽓ꥷ냓ꭾꪺ믝ꡄꅁꙝꛓꓞ땯ꛛ뱳ꝩ꒤덂뉺ꭾ땐룪끔ꪺ냊뻷ꅃꛓꙢ꒣Ꙑ냊뻷뱶암꒧ꑕꅁ껸뙏덂뉺룪끔껉ꪺꩠ띎ꑏ(attention)ꕈ덂뉺깥뙱(processing capacity)ꑝ녎꣼꣬뱶암ꅃ Ꙑ껉ꅁꙢ룪끔덂뉺ꪺ륌땻꒤ꅁ껸뙏ꪺ꿠ꑏ(ability)ꕈ뻷라(opportunity)ꅁ뎣녎맯꧳냊뻷ꕈ룪끔덂뉺ꪺꩠ띎ꑏ뭐덂뉺깥뙱뚡ꪺ쏶ꭙ꣣ꚳ뷕론뱶암ꅃ꿠ꑏ띎껸뙏덂뉺뱳ꝩ꒤ꭾ땐룪끔ꪺ덎(skill)ꕈ보뵭ꯗ(proficiency)ꅆ뻷라띎Ꙣ껸뙏놵쒲뱳ꝩꪺ륌땻꒤ꅁ샴맒ꙝ꿀걏ꝟꚳꝑ꧳껸뙏ꪺ룪끔덂뉺ꅁ꙰궵볖떥ꕩ꿠꓀뒲껸뙏덂뉺ꭾ땐룪끔껉ꩠ띎ꑏꪺꙝ꿀ꅃ 2-7
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 MacInnis et al. (1991)ꭨꟳ뙩ꑀꡂꕘꅁ뺨뫞냊뻷ꅂ뻷라ꅂꕈ꿠ꑏ(MOA)Ꙣ껸뙏놵쒲뱳ꝩꭥꭋꑷ꙳Ꙣꅁ꣤땻ꯗ꒴ꕩ꿠ꙝ뱳ꝩ덝군떦늤ꛓ뱗뙩뒣낪ꅃꚹ덂꧒꒧뱳ꝩ덝군떦늤ꕝꝴ룪끔덂뉺ꗘ볐ꅂ냵ꛦ떦늤ꅂꕈ꽓껭ꪺ뱳ꝩ띴ꗜ(ad cues)ꅁꚹ왛쉉뭐Petty and Cacioppo (1986a)꧒뒣ꕘ꒧꣢뫘뱳ꝩ냵ꛦ띴ꗜ(executional cues)곛ꥉ삳ꅃPetty and Cacioppo (1986a)ꕘꅁ뱳ꝩ냵ꛦ띴ꗜꚳ꣢뫘ꢤꛢꅁꑀ걏결ꑆ끴Ꙙ(match)껸뙏ꪺ룪끔덂뉺뱨ꚸꅁ닄ꑇꭨ걏뽮랥ꙡ뱗뙩(enhance)껸뙏ꛛ뱳ꝩ꒤덂뉺룪끔ꪺ냊뻷ꅂ뻷라ꅂꕈ꿠ꑏ(MacInnis et al., 1991)ꅃ ꙢMacInnis et al. (1991)꧒뒣ꕘꪺ걛멣꒤ꅁꙢ놵쒲뱳ꝩ꒧ꭥꅁ껸뙏꣣ꚳꑀꥷ땻ꯗꪺ냊뻷ꅂ뻷라ꅂꕈ꿠ꑏꅁꙢ롧륌꒣Ꙑ뱳ꝩ덝군떦늤ꑕꪺ뱳ꝩ놵쒲꒧ꯡꅁ라늣ꗍꕴꑀ뫘땻ꯗꪺ냊뻷ꅂ뻷라ꅂꕈ꿠ꑏꅃꙢ놵쒲ꭥ(pre-exposure)ꪺ뿅뙱ꅁꭙ꣼꣬껸뙏꽓꧊ꕈ럭껉놡ꩰ꧒뱶암ꅁꙢ놵쒲ꯡ(post-exposure)ꪺ뿅뙱ꅁꭨ걏ꕛꑗ뱳ꝩ냵ꛦ띴ꗜ꒧ꯡꪺ뱶암ꅃMacInnis et al. (1991)꧒뒣ꕘꪺ걛멣꙰맏2-6꧒ꗜꅁ뮡ꧺ냊뻷ꅂ뻷라ꅂꕈ꿠ꑏꙢꭾ땐뱳ꝩ룪끔덂뉺꒤ꪺꢤꛢꅃ 놵쒲ꭥ땻ꯗ뱳ꝩ덝군떦늤뭐덂뉺곛쏶ꪺ겡냊랾덱떲ꩇ덂뉺덂뉺ꭾ땐멁ꯗ냊뻷냊뻷•쎭ꥷꯗ•Accessibility•녪ꯗ덂뉺룪끔덂뉺뱳ꝩ냵ꛦ떦늤덂뉺ꭾ땐뻷라ꗘ볐뭐뻷라룪끔덂뉺띴ꗜ땻ꯗꭾ땐뻇닟뭐끏뻐덂뉺덂뉺•ꭾ땐ꙗ뫙꿠ꑏ꿠ꑏ•늣ꭾ뙄ꡄ 맏2-6ꅇ냊뻷ꅂ뻷라ꅂꕈ꿠ꑏꙢꭾ땐뱳ꝩ룪끔덂뉺꒤ꪺꢤꛢ 룪껆꣓랽ꅇ(MacInnis et al., 1991) 2-8
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 뵵ꑗ샴맒꒤껸뙏ꗘꪺ맯꧳뱳ꝩ룪끔덂뉺ꪺ뱶암 ꭥ굺뻇꙰MacInnis and Jaworski (1989)맯꧳껸뙏냊뻷ꪺ끑뷗ꅁꕘ럭껸뙏맯꧳맯꽓ꥷ냓ꭾ꣣ꚳ걙뫘믝ꡄ껉ꅁ녎ꓞ땯ꛛ뱳ꝩ꒤덂뉺ꭾ땐룪끔ꪺ냊뻷ꅃꙐ껉ꅁꙢ꒣Ꙑ냊뻷뱶암꒧ꑕꅁ껸뙏덂뉺룪끔껉ꪺꩠ띎ꑏꕈ덂뉺깥뙱ꑝꚳ꧒깴늧ꅃꙢ뵵ꑗ샴맒꒤ꅁꗑ꧳뙗둃엩륱뢣둃꒶샴맒ꖻꢭꪺ꽓꧊ꅁ껸뙏Ꙣ꣤꒤ꪺꛦ결ꗧꕩ꓀결꣢쏾ꅁ꓀ꝏ결ꅵꗘ볐뻉Ꙗꅶ(goal-directed)ꕈꅵ롧엧꧊ꅶ(experiential)(Hoffman and Novak, 1996)ꅃꭥ띎뿗껸뙏Ꙣ뵵ꑗ놡맒꒤꣣ꚳ꽓ꥷꗘꪺꙡ쉳쓽ꅁ꙰결띪둍꽓ꥷ룪끔ꅆꯡꭨ껸뙏꒣꣣꽓껭ꗘꪺꅁ뛈걏Ꙣ뵵ꑗ놡맒꒤ꕈ뚢덽(surfing)ꪺꓨꚡ뙩ꛦ쉳쓽ꅃ Ꙣ놴끑룪끔꣓랽ꪺ뗸쒱ꝥ뉻쓝꧊맯꧳껸뙏룪끔띪둍ꛦ결ꪺ뱶암껉ꅁJaniszewski (1998)ꗧꕘꗘ볐뻉Ꙗꪺ룪끔띪둍ꛦ결ꕈ놴꿁꧊띪둍ꛦ결(exploratory search behavior)ꪺ깴늧ꅃꭥ땯ꗍ꧳껸뙏Ꙣ꣣ꚳ냊뻷ꪺ놡ꩰꑕꅁꕈ쁸꙳꧳끏뻐꒤뭐뉻ꚳꗴ냈곛쏶ꪺꓨꚡ뙩ꛦ룪끔띪둍ꅁꯡꭨ껸뙏꿊ꕆꚳ껄뉶띪둍룪끔ꪺ냊뻷롧엧껉ꪺ룪끔띪둍ꛦ결ꅁ꙰쉳쓽냓ꭾꗘ뿽껉ꅃ ꕈꗾ뉹룪끔뫴ꪺ뵵ꑗ샴맒결꣒ꅁ럭껸뙏뙩ꛦ뫴궶쉳쓽껉ꅁꗘ볐뻉Ꙗꪺ껸뙏결띪둍꽓ꥷ룪끔ꅁ녎라꓀끴룻Ꙩꪺꩠ띎ꑏ꧳뫴궶꧒뒣꣑ꪺ꒺깥ꅁꛓ롧엧꧊쉳쓽ꪺ껸뙏ꭨꙝ뇄꒣꣣꽓ꥷꗘ볐ꪺ뚢덽ꚡ쉳쓽ꅁꙝꚹ곛룻꧳ꗘ볐뻉Ꙗꪺ껸뙏룻꒣꧶녎땊쉉ꩠ꧳뫴궶ꑗꪺ꽓ꥷꗘ볐ꪫꗳꅃ Hoffman and Novak (1996)ꕘꗘ볐뻉Ꙗꕈ롧엧꧊ꪺ룪끔덂뉺ꛦ결꓀ꝏ꣣ꚳꑵ꣣꧊(instrumental)ꕈ믶ꚡ꓆(ritualized)ꪺ꽓꧊ꅃ껚뻚Rubin and Perse (1987)꧒ꕘꅁ꣣ꚳꑵ꣣꧊꧊뷨ꪺꗘ볐뻉Ꙗꛦ결ꭙ꣣ꚳ꽓ꥷ띎맏뭐뿯뻜꧊ꅁꕂ결ꚳ띎맏ꙡ(purposive)놵쒲꽓ꥷ꒺깥ꅃ곛맯ꙡꅁ믶ꚡ꓆꽓꧊ꭨ걏녎땊쉉롭꧳둃엩ꛓꭄ꽓ꥷ꒺깥ꅁꙢꖴ땯껉뚡ꅂ닟멄ꅂꗰ뚢깔볖떥냊뻷뱶암ꑕꅁꣃ꒣꣣ꚳ꽓ꥷ띎맏뿯뻜꧊ꅃ 2-9
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Rubin and Perse (1987)ꪺ뮡ꧺꕘꑆꙢ뵵ꑗ놡맒꒤ꗘ볐뻉Ꙗ뭐롧엧꧊ꛦ결ꪺ깴늧ꅃꗘ볐뻉Ꙗꛦ결ꗑ꧳ꗸ맏끷맯꽓ꥷ룪끔뙩ꛦ덂뉺ꅁꙝꚹ귓ꑈꙢ륌땻꒤녎땊쉉뗛궫꧳ꅵ꒺깥ꅶ뎡ꗷꅁ롧엧꧊ꛦ결ꭨꗑ꧳뛈ꗑꖴ땯껉뚡떥냊뻷ꪺꓞ땯ꅁꙢꖼ맯꽓ꥷ꒺깥꣣ꚳ뿯뻜꧊ꪺ놡ꩰꑕꅁ땊쉉ꭨ걏Ꙣꅵ둃엩ꅶꑗꅃ녎ꚹ왛쉉맯삳ꛜꗾ뉹룪끔뫴ꪺ뵵ꑗ놡맒꒤ꅁꅵ꒺깥ꅶꭨ뫴궶꒺깥뱳ꝩ꧒뒣꣑ꪺ룪끔ꅁꛓꅵ둃엩ꅶꭨꗾ뉹룪끔뫴ꖻꢭ꒬냊꧊ꪺ둃엩꽓꧊ꅁꕈꙨ둃엩ꪺ룪끔ꝥ뉻ꓨꚡꅃꛓꙢ꣢뫘꒣Ꙑ룪끔쉳쓽ꛦ결ꪺ껄ꩇꓨ궱ꅁBiehal and Chakravarti (1983)ꭨꕘꅁꗑꗘ볐뻉Ꙗ쉳쓽ꛦ결꧒꣺녯ꪺ룪끔ꅁ라룻롧엧꧊ꛦ결꧒꣺녯룪끔ꚳ룻낪ꪺ끏뻐껄ꩇꅝꝙmemory accessibilityꅞꅃ ꗑꕈꑗ끑뷗ꕩꕈꯤꛒꙢ뙗둃엩륱뢣둃꒶샴맒꙰ꗾ뉹룪끔뫴꒤ꅁ럭껸뙏쉳쓽ꗘꪺ꒣Ꙑꅝꗘ볐뻉Ꙗ롧엧꧊ꅞ껉ꅁ맯꧳룪끔ꪺ덂뉺ꕈ땊쉉ꞡ라ꚳ꧒깴늧ꅃꗘ볐뻉Ꙗꪺ껸뙏냲꧳꽓ꥷ냊뻷ꪺꓞ땯ꅁ뭻ꪾ룪랽Ꙩꩠ꧳뫴궶꧒ꝥ뉻ꪺ룪끔ꅁ꙰ꗸ맏덺륌뫴궶ꛦ놡ꫭ뫴궶뱳ꝩ꣺녯믝굮ꪺ륱뢣륳ꗳꛦ놡룪끔ꅆꛓ롧엧꧊껸뙏ꭨ걏Ꙣ때꽓ꥷ냊뻷ꪺ놡ꩰꑕꅁ롧ꗑ둃엩ꪺ룪끔ꝥ뉻꒬냊륆꣬ꖴ땯껉뚡깔볖ꪺꗘꪺꅃꙢ덯볋ꪺ놡ꩰꑕꅁ꣢쏾껸뙏Ꙣ뙗둃엩둃꒶샴맒꒤ꪺ룪끔덂뉺ꛦ결ꅝ꙰맯꧳뱳ꝩ룪끔ꪺ삳ꅞ엣땍라ꚳ꧒깴늧ꅃ땍ꛓꅁꗑ꧳륌ꕨꪺ곛쏶ꓥ쑭ꣃꖼ끷맯ꚹ쒳썄뙩ꛦ놴끑ꅁ걇ꖻ곣ꡳ꧳ꯡ쓲맪엧덝군꒤녎링룕ꓱ룻꣢쏾껸뙏맯꧳뫴룴뱳ꝩ삳ꪺ깴늧ꅁꕈ놴꿁꧊ꪺ왛쉉끷맯ꚹ쒳썄뒣꣑ꫬꡂꪺ꓀꩒떲ꩇꅃ . 뱳ꝩ놡맒(Ad Context) 덺륌뱳ꝩ놡맒뱶암껸뙏멁ꯗꅁꭙ롧ꗑ뫙결ꅵ놡띐신늾ꅶ(affect transfer)ꪺ륌땻륆ꚨ(Erevelles, 1998)ꅃ놡띐신늾걏ꗑ꧳껸뙏꣼뱳ꝩ놡맒뱶암ꅁꙝꚹꓞ땯맯꧳뱳ꝩ늣ꭾꪺꖿꙖ멁ꯗꅁ꙰Yi (1990a; 1990b)ꪺ곣ꡳ떲ꩇꕘ굙뱳ꝩ놡맒꿠꣏껸뙏늣ꗍꖿꙖꪺ놡띐ꅁꭨ껸뙏ꗧꕩ꿠Ꝁꕘ룻ꖿ궱ꪺꭾ땐뗻믹ꕈ쇊뙒띎쑀ꅃ 2-10
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뱳ꝩ놡맒ꕴꑀ뚵뱶암걏덺륌꒣Ꙑꪺ썮ꗺ쁗뉶ꅁꝬꓞ껸뙏ꪺꩠ띎ꅃSingh and Cole (1993)ꓱ룻꒣Ꙑꯗ륱뗸뱳ꝩꪺ껄ꩇ땯뉻ꅇ둎껄ꩇꛓꢥꅁ15곭ꪺ룪끔꧊뱳ꝩ뭐30곭ꪺ룪끔꧊뱳ꝩ곛럭ꅁꛓ맯꧳놡띐꧊ꪺ뱳ꝩꅁꭨ걏30곭ꪺꪩꖻ쁵꧳15곭ꪺꪩꖻꅃSingh and Cole (1993)ꕘ륌ꕨ곣ꡳ꧒ꗇꪺꑀ뚵뿹뭾걏뛈ꓱ룻륱뗸뱳ꝩ껉뚡땵맯꧳껸뙏ꪺ뱶암ꅁ껉뚡땵ꪺ껄ꩇ맪ꑗ뭐끔꺧뙄ꡄꚳ쏶ꅃ꣤곣ꡳ떲ꩇꗧ엣ꗜꕘꅁ껉뚡껄ꩇ뛈맯꧳놡띐꧊뙄ꡄꪺ뱳ꝩꚳ뱶암ꅁ맯꧳룪끔꧊뙄ꡄꪺ뱳ꝩꭨ때뱶암ꅃ 녎덯볋ꪺ왛쉉신늾ꛜ뵵ꑗꪺ샴맒ꅁ뱳ꝩ썮ꗺ쁗뉶맯꧳껸뙏ꪺ뱶암ꕩ꿠꣓ꛛ꧳꣢뫘낵ꩫꅃꑀ걏ꙢꙐꑀ귓뫴꾸꒤ꅁ엽껸뙏Ꙣ꒣Ꙑ뫴궶ꞡ놵쒲꣬Ꙑ볋ꪺ뱳ꝩꅆꑇ걏덺륌JavaScriptꪺ덎꣏녯뱳ꝩꥷꕘ뉻Ꙣ쉳쓽뺹뗸떡ꪺ꽓ꥷꛬ롭ꅁꭨ꒣뷗껸뙏쉳쓽뫴궶껉뗸떡꙰꛳놲냊ꅁꞡꕩꢣ꣬룓ꭨ뱳ꝩꅝꙢ닄ꑀ뫘ꓨꩫ꒤뱳ꝩꕵ궭ꥷꙢ뫴궶꽓ꥷꛬ롭ꅁ걇ꕩ꿠쁈뗛껸뙏놲냊뗸떡ꛓ닦싷뗸뵵ꅞꅃꛓ뵵ꑗ뱳ꝩꪺ썮ꗺꓨꚡꕈ썮ꗺ쁗뉶맯꧳껸뙏걏ꝟ꣣ꚳ꙰뛇닎둃엩ꑗꪺ뱶암ꅁ삳걏귈녯놴끑ꅁꕂ꣣ꚳ맪냈띎뉛ꪺ쒳썄ꅃ 맪ꑗꅁꑗ굺꧒뒣꣬ꪺ썮ꗺ쁗뉶ꅁ뛈걏뻣엩뱳ꝩ놡맒꒤ꪺꑀ뚵뱶암껸뙏맯꧳뱳ꝩ룪끔놵ꚬꪺꙝ꿀ꅃ륌ꕨ곛쏶뻇Ꙣ뱳ꝩ놡맒ꪺ곣ꡳꓨ궱ꅁꕝ걁Yi (1990a; 1990b; 1993)놴끑꣣뻉ꓞ껄ꩇꪺ뱳ꝩ놡맒맯꧳껸뙏왛뷠뱳ꝩ꒧ꯡꪺ뭻ꪾꕈ놡띐뱶암ꅆNorris and Colman (1992)ꕘ뱳ꝩ껄ꩇꗑ꧳뻣엩놡맒ꅝ꙰륱뗸론ꗘ싸뭸ꓥ뎹ꅞꪺ꒣Ꙑꅁꝙ꣏녎곛Ꙑꪺ끔꺧ꝥ뉻떹곛Ꙑꪺ껸뙏ꅁꗧ라늣ꗍ꒣Ꙑꪺ껄ꩇꅃGoldberg and Gorn (1987)ꪺ곣ꡳ떲ꩇꕘ륱뗸론ꗘꖻꢭ꧊뷨ꅝꟖ볖ꇾ둤뛋ꅞꕈ뱳ꝩ뚡ꪺꗦ꒬Ꝁꗎ맯왛늳Ꙟ뻐껄ꩇ꧒늣ꗍꪺ뱶암ꅁꕈꙢ껸뙏왛뷠론ꗘꯡꪺ띐쒱녎라ꦵꛜ맯꧳뒡벷뱳ꝩꪺ뗻꛴ꅁꗧ엣ꗜꕘ껸뙏왛뷠뱳ꝩꪺ뻣엩놡맒맯꧳뱳ꝩ껄ꩇ녎늣ꗍꑀꥷ땻ꯗꪺ뱶암ꅃ Coulter and Punj (1999)녎뱳ꝩ놡맒ꪺ뱶암꣓랽꓀결꣢쏾ꅁ꓀ꝏ걏ꅵ꣫뽅놡맒ꅶ(stimulus context)ꕈꅵ왛뷠놡맒ꅶ(viewing context)ꅃꭥꝙ꙰ꑗ걱꧒둹굺ꅁ꣓2-11
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꛛ꧳ꅵꕝꝴꅶ(surrounding)뱳ꝩꪺ론ꗘꓥ뎹꒺깥ꅁꯡꭨ껸뙏띐꣼뭐뗻꛴뱳ꝩ룪끔껉ꪺ놡맒ꅁꕝ걁꙰둃엩쏾ꝏꅂ볋ꖻꙢ놵꣼맪엧껉꧒녯꣬ꪺꗜꅂꕈ껸뙏놵꣼뱳ꝩ꣫뽅껉ꪺ돵Ꙙꅝ꙰뷦돵ꅞ떥ꅃ Coulter and Punj (1999)ꕘꅁꗑ꧳Ꙣ껸뙏쉳쓽뱳ꝩꪺ럭껉ꅁ꣫뽅놡맒맪ꑗꣃ꒣꙳Ꙣ(Present)ꅁꙝꚹ꣤뱶암곛맯ꛓꢥꗧ라룻왛뷠놡맒땵볈ꅃꛓ왛뷠놡맒ꪺ뱶암ꅁꗑ꧳Ꙣ껸뙏쉳쓽론ꗘ뱳ꝩ껉ꞡ라땯ꗍꝀꗎꅁꙝꚹ꣤궫굮꧊ꗧ룻낪ꅃꖻ곣ꡳ꧒뇽끷맯ꪺ뱳ꝩ놡맒ꅁꝙ꧒뿗ꅵ왛뷠놡맒ꅶꛓꢥꅃꗧꝙꅁ덺륌껸뙏Ꙣ쉳쓽뱳ꝩ껉꧒놵쒲ꪺ끔꺧ꝥ뉻ꅁ놴끑맯꧳껸뙏뱳ꝩ멁ꯗꪺ뱶암ꅃꖻ곣ꡳꙢ왛뷠놡맒꒤ꅁꕄ굮땊쉉뗛궫꧳뱳ꝩꝥ뉻ꪺꓨꚡꅁ꓀ꝏ걏뱳ꝩ궫뷆ꕘ뉻껉ꅁ뱳ꝩ맪뷨꒺깥ꪺ엜꓆(variation)ꅁꕈ뱳ꝩ꒺깥꧒ꝥ뉻ꪺ끔꺧뙄ꡄꅃꙢ뭐론꒤ꅁ녎꓀ꝏ끷맯덯꣢뚵왛뷠놡맒ꪺꙝ꿀뙩ꛦꓥ쑭뻣뉺ꅃ 뱳ꝩꪺ궫뷆ꕘ뉻뭐엜꓆ Ꙣ뱳ꝩꪺ뙩ꛦꑗꅁ덺륌뱳ꝩ궫뷆ꕘ뉻ꕈ뒣낪썮ꗺ뉶걏ꑀ뚵녠ꗎ떦늤ꅃ뱳ꝩꪺ궫뷆덑뗸결뱳ꝩ떹꒩껸뙏룪끔뿩ꑊꪺ꒸ꗳ꒧ꑀꅝꢣ맏2-5ꅞꅁ녎뙩ꑀꡂ쒲땯껸뙏ꪺꙞ삳(Vakratsas and Ambler, 1999)ꅃRethans et al. (1986)ꕘꅁ뱳ꝩ궫뷆ꕘ뉻ꪺ껄ꩇꙢ꧳쁈뗛뱳ꝩ궫뷆ꕘ뉻ꪺ쁗뉶뱗ꕛꅁ껸뙏ꪺꙞ뻐꿠ꑏꑝ쁈꒧뱗녪ꅃSingh and Rothschild (1983)ꭨꕘ냓띾뱳ꝩꪺ궫뷆껄ꩇꚳꝕ꧳껸뙏맯꧳룪끔ꪺ뻇닟ꅃ 낣ꑆ뱳ꝩ룪끔ꪺꙞ뻐ꕈ뻇닟ꅁHawkins and Hoch (1992)ꕘ뱳ꝩ궫뷆ꚳꝕ꧳껸뙏맯꧳뱳ꝩ끔꺧띐꣼ꪺꭈꗴꯗꅃBerger and Mitchell (1989)ꪺ곣ꡳꭨꕘꅁ껸뙏롧궫뷆놵쒲뱳ꝩ꧒ꚨꪺ멁ꯗꅁ라뭐ꙝ꣣ꚳ맪믚늣ꭾ꣏ꗎ롧엧ꛓꚨꪺ멁ꯗꚳ곛덂ꅃꗧꝙꅁ곛룻꧳돦ꚸꪺ뱳ꝩ놵쒲ꅁ궫뷆꧊뱳ꝩ꧒ꚨꪺ멁ꯗꙢ껸뙏끏뻐꒤룻꧶덑쉞꣺ꅁ껸뙏꣣ꚳ룻녪꽐ꪺꭈꓟꅁꕂ맯꧳ꯡ쓲ꛦ결라ꚳ룻럇뵔ꪺ륷듺꧊ꅃ 2-12
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뱳ꝩ궫뷆ꕘ뉻ꪺꗘꪺꕄ굮Ꙣ꧳ꕛ뉠껸뙏맯꧳뱳ꝩꖻꢭꭾ땐ꪺꙌ뙈ꅃSingh and Cole (1993)ꕘꅁ쁈뗛뱳ꝩ궫뷆꧊뒣낪ꅁ뱳ꝩꖻꢭ륌꧳슲땵ꪺ궭꣮ꑝ녯꣬룑낣ꅃꗧꝙꅁꙝ궫뷆ꛓꚨꪺ룻껉뚡놵쒲꣏껸뙏녯ꕈꚳ룻Ꙩ뻷라ꯤꛒꑆ룑뱳ꝩꪺ끔꺧꒺깥ꅁꙝꚹ꣏녯뱳ꝩꪺ뮡ꩁ껄ꩇ뒣낪(Rethans et al., 1986)ꅃ 뺨뫞뱳ꝩꪺ궫뷆ꚳꝕ꧳ꕛ녪껸뙏맯꧳뱳ꝩ룪끔ꪺꯤꛒꕈꙞ뻐ꅁ뱳ꝩ궫뷆꧊ꪺꖿꙖ껄ꩇꣃ꒣걏뵵꧊ꚨꪺ쏶ꭙꅃ맪ꑗꅁ럭궫뷆땻ꯗ뙗륌꽓ꥷ셻곉귈껉ꅁ룓ꖿꙖ껄ꩇ녎라덶몥끉끨ꅃꗧꝙꅁ뱳ꝩ궫뷆꧊ꕈ껸뙏맯꧳뱳ꝩꪺ띐꣼ꭙꝥ뉻ꑀ ∩ ꮬꪺ쏶ꭙ(Calder and Sternthal, 1980; Kirmani, 1997)ꅃRethans et al. (1986)ꪺ곣ꡳ떲ꩇ땯뉻ꅁ럭륱뗸뱳ꝩꪺ궫뷆ꚸ볆뱗ꕛ껉ꅁ왛늳띐꣼ꪺ립럐ꗧ쁈꒧뒣낪ꅁꚨꭥ굺꒧ ∩ ꮬꚱ뵵ꅃKirmani (1997)쏶꧳껸뙏꧒띐꣼늣ꭾꭾ뷨ꪺ곣ꡳꗧ땯뉻ꅁ뱳ꝩ궫뷆꧊뒣낪ꛓ꣏녯껸뙏ꪺ뱳ꝩ멁ꯗ궰ꝃꅃ ∩ ꮬꚱ뵵ꪺꚨꙝꅁ삳걏ꗑ꧳껸뙏꒣쉟ꙡ궫뷆놵꣼곛Ꙑ룪끔ꛓ띐꣬립럐때닡ꅃ굙꿠Ꙣ궫뷆ꪺ뱳ꝩꝥ뉻꒤ꅁꕛꑊꑀꅵ엜꓆ꅶꅁ녎ꕩ쇗ꝋ륌ꚭ꣬륆셻곉쉉ꅁꙝꛓ꣏녯뱳ꝩ껄ꩇ궰ꝃꅝ곆ꛜ신결굴Ꙗꅞꅃ뉻꒵륱뗸뱳ꝩ뭳ꝀꙨ귓ꪩꖻ궫뷆벽꧱ꅁ늣ꭾꙐ껉ꗑꙨꛬꕎꢥꑈ뙩ꛦꯅ뛇ꅁ뎣걏냲꧳뱳ꝩ궫뷆꧊ꕈꅵ엜꓆ꅶꪺ띦끴떦늤ꅃ Burnkrant and Unnava (1987)ꕈꅵ뵳뵘엜꓆낲뮡ꅶ(Encoding Variability Hypothesis)결냲슦ꅁ끷맯뱳ꝩꪺ엜꓆꧊뙩ꛦ곣ꡳꅃꅵ뵳뵘엜꓆낲뮡ꅶꕘ럭귓ꑈ궱셻궫뷆꧊ꪺ룪끔ꝥ뉻껉ꅁ굙ꡃꚸꪺ궫뷆곒걏ꕈ꒣Ꙑꓨꚡꝥ뉻(encode)ꅁꭨ귓ꑈꯡ쓲쉞꣺룓뚵룪끔ꪺ뻷뉶라룻낪ꅃBurnkrant and Unnava (1987)ꪺ곣ꡳ떲ꩇꓤ꯹ꑆꅵ뵳뵘엜꓆낲뮡ꅶꪺ왛쉉ꅁꗧꝙ럭껸뙏맯꧳뱳ꝩꪺ놵쒲ꓨꚡꚳ꧒엜꓆ꅁ맯꧳ꭾ땐ꪺꙞ뻐꿠ꑏꑝ라룻낪ꅃ Schumann et al. (1990)끷맯륌ꕨꓥ쑭꒤꿊ꕆ쏶꧳뱳ꝩꪺ엜꓆떦늤ꅁꕈ꽁ꑊ왛쉉결냲슦ꅁ녎뱳ꝩ꒺깥ꪺ엜꓆떦늤꓀결ꅵ맪뷨꧊엜꓆ꅶ(substantive variation)ꕈꅵ룋릢꧊엜꓆ꅶ(cosmetic variation)꣢뫘ꅁ놴끑맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃ맪뷨꧊엜꓆2-13
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 떦늤띎Ꙣ꒣Ꙑꪺ뱳ꝩꝥ뉻꒤ꅁ끷맯곛쏶늣ꭾ쓝꧊ꪺꝥ뉻뮡ꧺꪺ맪뷨꒺깥ꕛꕈ엜꓆ꅁꛓ룋릢꧊엜꓆떦늤ꭨ엜꓆뛈끷맯뱳ꝩ꒤ꭄꕄ썄뎡ꗷꅁ꙰ꕎꢥꑈꅂ꙲ꅂꪩ궱ꙷ뇆ꅂ썃ꛢ떥ꅝ끔꺧꒺깥ꣃꖼ엜ꅞꅃSchumann et al. (1990)ꪺ곣ꡳ떲ꩇ뭐ꅵꯤꛒꕩ꿠꧊볒ꚡꅶ왛쉉ꑀ교ꅁꗧꝙ럭껸뙏덂뉺뱳ꝩ룪끔ꪺ냊뻷룻ꝃ껉ꅁ룋릢꧊엜꓆ꪺ떦늤맯꧳껸뙏멁ꯗꚳ룻ꑪꪺ뱶암ꅁ럭껸뙏냊뻷녪꽐껉ꅁ맪뷨꧊엜꓆ꪺ떦늤ꭨ라ꚳ룻ꑪꪺ뱶암ꅃ Burnkrant and Unnava (1987)ꕘꅵ뵳뵘엜꓆낲뮡ꅶꪺ곛쏶곣ꡳ꓀결꣢쏾ꅇꑀ결ꅵ놡맒엜꓆ꅶ(contextual variability)ꅁꑀ결ꅵ뭹띎엜꓆ꅶ(semantic variability)ꅁ꓀ꝏꕎꫭꙢ뱳ꝩꝥ뉻놡맒ꕈ끔꺧꒺깥ꖻꢭꪺ엜꓆ꅃ덯꣢뚵곣ꡳꓨꙖ뭐ꑗ굺Schumann et al. (1990)ꪺ꣢뫘뱳ꝩ엜꓆떦늤ꚳ곛꒧덂ꅁꞡ걏Ꙣ뱳ꝩꝥ뉻껉ꅁ뭐껸뙏덺륌궫뷆꧊꒬냊ꪺ꣢뫘ꓨꚡꅃ Haugtvedt et al. (1994)ꪺ곣ꡳ뙩ꑀꡂꕘꅁꓱ룻뱳ꝩ궫뷆ꕈꭄ궫뷆ꪺ놡ꩰꅁ껸뙏맯꧳궫뷆꧊ꪺ뱳ꝩ라ꚳ룻ꖿ궱ꪺ멁ꯗꅁꕂ맯꧳덯볋ꪺ멁ꯗ라ꚳ룻녪꽐ꪺꭈꓟꅃꙐ껉ꅁꙢ궱맯궫뷆ꕂ엜꓆ꪺ뱳ꝩ껉ꅁ놵쒲ꅵ맪뷨꧊엜꓆ꅶꪺ껸뙏라ꭏꚳ룻Ꙩꪺ늣ꭾ쓝꧊곛쏶룪끔ꅁꕂ맯꧳늣ꭾ라ꓱꙢꅵ룋릢꧊엜꓆ꅶꅵ때엜꓆ꅶꪺ놡ꩰꑕꚳ룻결ꖿ궱ꪺ띑ꩫꅃHaugtvedt et al. (1994)ꣃꕘꅁꛜꓖꙢꑀ뙧ꪺ껉뚡ꯗ꒺ꅁ궫뷆꧊ꪺ뱳ꝩ떦늤라ꚳ룻ꭄ궫뷆꧊떦늤꯹ꑛꪺ뱳ꝩ껄ꩇꅃꙐ껉ꅁ뺨뫞꒣Ꙑꪺ궫뷆떦늤ꞡꚨ땻ꯗ곛꫱ꪺ멁ꯗꅂ맯멁ꯗꪺꛛꭈ(confidence)ꅂꕈ멁ꯗꪺ꯹ꑛ꧊ꅁ놵쒲ꅵ맪뷨꧊엜꓆ꅶꪺ볋ꖻꙢ궱맯꣣ꚳ궱띎롱ꪺ뙄ꡄ껉ꅁꭨ엣ꗜꕘ룻녪ꪺ꿠ꑏ(resistance)ꅃ . 뱳ꝩꪺ끔꺧뙄ꡄ 끔꺧뙄ꡄꕄ굮Ꙣ뱳ꝩ꒺깥꒤꧒뇄ꗎꪺꕄ굮땊쉉ꅁ꧒ꚳꪺ뱳ꝩꞡꕩ덑ꥷꛬ꧳꣢뫝꓀ꝏꕎꫭ룪끔꧊(informational)ꕈ놡띐꧊(emotional)ꪺꑀ뇸ꗺ쏐녡ꑗ(Singh 2-14
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 and Dalal, 1999)ꅃ룪끔꧊ꕈ놡띐꧊ꪺ뱳ꝩ뙄ꡄꅁ꣤ꗘꪺ꓀ꝏ걏덺륌뱳ꝩꪺ꒺깥Ꝭꓞ껸뙏맯꧳늣ꭾ쓝꧊ꅂ냢ꯡꩁ냈ꅂ믹껦ꅂ쑶ꪧ꧊늣ꭾꪺꓱ룻ꅁ싇ꗑ뱳ꝩꪺ꽓꧊ꓞ땯껸뙏놡뫼ꑗꪺ삳ꅁ꙰싇ꗑ뱳ꝩꪺ셮ꗺ껄ꩇꝬꓞ껸뙏ꅂ덺륌뱳ꝩꕎꢥꑈ덹ꚨ껸뙏맯꧳늣ꭾꪺ뭻Ꙑ떥ꅃ 맯껸뙏ꛓꢥꅁ럭껸뙏놵쒲꣬끔꺧껉ꅁ덱녠라맯꧳룓끔꺧ꪺ뉺꧊(rational)놡띐꧊땻ꯗ낵ꕘ뇀뷗(Zeitlin and Westwood, 1986)ꅃVaughn (1980; 1986)ꗑꯤꛒ꧊ꕈ놡띐꧊늣ꭾꪺ왛쉉ꅁ놴끑맯꒣Ꙑ꽁ꑊ껸뙏늣ꭾ뱳ꝩ떦늤ꪺ륂ꗎꅃJohar and Sirgy (1991)ꭨꕘꅁ뱳ꝩꪺ뙄ꡄ삳뭐늣ꭾꖻꢭ꽓꧊ꑀ교ꅃꕴꕾꅁLiebermann and Flint-Goor (1996)ꗧꕘꅁ뱳ꝩ끔꺧뙄ꡄꪺ뿯뻜ꅁ삳뱳ꝩ꧒ꕎꫭꕄ엩ꪺ꽓꧊ꡍꥷꅁꗧꝙ뱳ꝩ끔꺧뙄ꡄꕈ늣ꭾ꽓꧊꒧뚡ꅁ꣣ꚳ빁끴(matching)쏶ꭙꪺ꙳Ꙣꅃ 뺨뫞껚뻚륌ꕨ뻇쏶꧳뱳ꝩ뙄ꡄꪺ곛쏶곣ꡳꅁ녎뱳ꝩ뙄ꡄ꓀결룪끔꧊ꅝ뉺꧊ꅞ놡띐꧊꣢쏾ꅁ굙뇽놴끑뱳ꝩ뙄ꡄ맯꧳껸뙏ꪺ뱶암ꅁꭨ뚷ꙁꛒ뱻껸뙏ꪺ룪끔덂뉺꽓꧊꙰늣ꭾ꽁ꑊꅁꙝ결Ꙣ껸뙏꽁ꑊ땻ꯗ꒣Ꙑꪺ놡ꩰꑕꅁ맯꧳끔꺧덂뉺ꓨꚡꗧ꒣곛Ꙑꅃ 맯꧳뱳ꝩ끔꺧뙄ꡄꅁ뻇꙰Petty et al. (1983)ꕈPetty and Cacioppo (1984)ꗑ껸뙏맯꧳늣ꭾ꽁ꑊ땻ꯗꪺ낪ꝃꅁꕘꙢ룪끔덂뉺멁ꑗꪺ깴늧ꅃꕴꕾꅁꗧꚳ뻇껚뻚늣ꭾ꽓꧊ꪺ깴늧ꅁꕘ삳띦끴꒣Ꙑ끔꺧뙄ꡄꪺ뱳ꝩꅁ꙰Johar and Sirgy (1991)녎뱳ꝩ뙄ꡄ꓀결믹귈ꫭ뉻(value-expressive)ꕈ껄ꗎ꧊(utilitarian)꣢뫘ꅁ꓀ꝏ빁ꗎ꧳믹귈ꫭ뉻ꕈ껄ꗎ꧊ꪺ늣ꭾꅃJohar and Sirgyꕘꅁ맯믹귈ꫭ뉻ꪺ늣ꭾꛓꢥꅁ뱳ꝩꭙ덺륌깴늧꓆ꅂꗍ겡멁ꅂ땽ꓖ꧊ꅂ귓ꑈ꽁ꑊ떥ꙝ꿀뱶암ꅁꚨꛛꑀ교꧊(self-congruity)ꅁ뱶암뱳ꝩ뮡ꩁ껄ꩇꅆꛓꕜ꿠꧊뱳ꝩꪺ껄ꩇꭙ덺륌ꕜ꿠ꑀ교꧊(functional congruity)꧒뱶암ꅃ2ꙝꚹꅁ맯꧳꒣Ꙑ꧊뷨ꪺ늣ꭾꛓꢥꅁ뱳ꝩꪺ꒺깥뙄ꡄ삳늣ꭾ꽓꧊꒣Ꙑꅁ끴Ꙙ뇄꣺꒣Ꙑꪺ뙄ꡄ꒺깥ꅁꓨ꿠땯뒧껄ꩇꅃ 2 Johar and Sirgy (1991)꧒뒣ꕘꪺꅵ믹귈ꫭ뉻ꅶꕈꅵ껄ꗎ꧊ꅶ꣢뫘뱳ꝩ뙄ꡄꅁꖻ뷨ꑗ뭐놡띐꧊ꕈ룪끔꧊뙄ꡄ쏾ꅁꗧꕩ덑뗸결ꅵꯤꛒꕩ꿠꧊볒ꚡꅶ꒤ꪺꚸ굮ꕈꕄ굮뵵꿁ꪺ룪끔덂뉺덾깼ꅃ 2-15
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 MacInnis and Jaworski (1989)Ꙣ놴끑껸뙏ꪺ뱳ꝩ룪끔덂뉺ꛦ결껉ꕘꅁ껸뙏ꪺ꣢뫘믝ꡄꅇ껄ꗎ꧊ꕈ믹귈ꫭ뉻꧊믝ꡄꅁꕩ꿠꣼꣬뱳ꝩꙝ꿀꧒ꓞ땯ꅃꗧꝙꅁ꒣Ꙑ뱳ꝩꕄ덺륌껄ꗎ꧊믹귈ꫭ뉻꧊뱳ꝩ뙄ꡄꪺ륂ꗎꅁꕩ꿠ꓞ땯껸뙏맯삳ꪺ믝ꡄ뫘쏾ꅃRossiter and Percy (1985)ꗧꕘꅁ꣣ꚳ껄ꗎ뙄ꡄꪺ뱳ꝩꅁ라ꓞ끟껸뙏쏶꧳룓ꭾ땐ꪺ껄ꗎ믝ꡄꅁꣃ엣ꗜ룓ꭾ땐ꪺꑵ꣣꧊ꅁꕩ룑ꡍ쇗ꝋꕜ꿠꧊ꪺ냝썄ꅃ곛맯ꙡꅁ믹귈ꫭ뉻꧊ꪺ뙄ꡄꅁ라뭐ꭾ땐뭐껸뙏ꖿ궱뻉Ꙗꪺ믝ꡄꚨ덳떲ꅁ꙰ꑀ롧엧닅뢹꧊ꪺ몡ꢬꅃ ꚹ덂꧒꒧껄ꗎ꧊믹귈ꫭ뉻꧊ꪺ뱳ꝩ뙄ꡄꅁꙢ띎뉛ꑗ뭐ꓥ쑭꒤꒧룪끔꧊ꕈ놡띐꧊뙄ꡄ곛Ꙑꅁꞡ꓀ꝏꕎꫭꙢ뱳ꝩ끔꺧꒤ꅁ꧒녪뷕ꪺ걏ꕜ꿠꧊ꪺ맪뷨꽓뱸ꅁ걏덺륌놡띐ꪺꓞ땯Ꝭꓞ껸뙏ꅃMacInnis and Jaworski (1989)ꪺ왛쉉ꅁ뭻결껸뙏맯꧳뱳ꝩ꒤ꭾ땐룪끔ꪺ덂뉺라꣼꣤믝ꡄ꧒뱶암ꅁꛓ껸뙏꧒놵쒲ꪺ뱳ꝩ뙄ꡄꅁꭨꓞ땯ꑆ껸뙏꒣Ꙑ쏾ꮬꪺ믝ꡄꅃꙢ꒣Ꙑ쏾ꮬ믝ꡄꪺꪺ뱶암ꑕꅁ껸뙏돌닗ꪺ룪끔덂뉺떲ꩇꅝꭾ땐멁ꯗꅞꅁꑝ녎ꚳ꧒꒣Ꙑꅃ Cutler and Javalgi (1993)땯뉻Ꙣꖭ궱뱳ꝩ둃엩꒤ꅁ놡띐꧊뱳ꝩ룻녠덑삳ꗎ꧳ꩁ냈ꅝ곛맯꧳늣ꭾꅞꅃLiebermann and Flint-Goor (1996)끷맯1991꙾뚡ꕈꛢꙃꖭ궱둃엩뱳ꝩ뙩ꛦ꒺깥꓀꩒떲ꩇꗧꕘꅁ곛맯꧳롧엧늣ꭾ(experience goods)ꕈ롧엧ꩁ냈(experience services)ꅁꕈ놡띐꧊결ꕄ굮뙄ꡄꪺ뱳ꝩꅁ룻빁Ꙙ덑삳ꗎ꧳띪둍늣ꭾ(search goods)ꕈꭈꗴꩁ냈(credence services)ꅃTurley and Kelley (1997)ꓱ룻ꗸ띾ꖫ돵ꕈ귓ꑈ껸뙏ꖫ돵ꪺ뱳ꝩ꒺깥ꗧꕘꅁꗑ꧳ꑀ꿫ꗸ띾ꪺ뇄쇊ꡍ떦곛맯꧳귓ꑈ껸뙏라뉺꧊덜ꙨꅁꙝꚹꙢ뱳ꝩ꒺깥ꪺ놡띐꧊뙄ꡄꑗꅁ꣢ꗧꚳ엣뗛깴늧ꅝ%뭐%ꅞꅃ뻇ꪺ곣ꡳ떲ꩇꕄ굮껸뙏룪끔덂뉺꽓꧊ꅁꕈ늣ꭾ꽓꧊ꕘ뱳ꝩ뙄ꡄꪺ삳ꗎꅃꚹ떲ꩇ맯꧳뱳ꝩꪺ삳ꗎꛓꢥꚳ꣤궫굮꧊ꅁꙝ결맯꧳꒣Ꙑ늣ꭾꕈ껸뙏믝ꡄꅁ뱳ꝩꙢ끔꺧뙄ꡄꑗ삳꣣ꚳ꽓ꥷꫭ뉻ꅁꓨ꿠륆꣬뱳ꝩ꧒듁뇦ꪺꝩꪾꕈ뮡ꩁ껄ꩇꅃ 2-16
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 껸뙏꽁ꑊ Zaichkowsky (1985)녎꽁ꑊꪺ멣꧀ꥷ롱결ꅵ귓ꑈ냲꧳꒺Ꙣ믝ꡄ(inherent needs)ꅂ믹귈ꅂꕈ뾳뷬꧒띐꣼꣬쏶꧳꽓ꥷꪫꗳꪺ곛쏶꧊ꅶꅃ둎낪꽁ꑊꪺ껸뙏ꛓꢥꅁꦹꦹ꣣ꚳ룻녪꽐ꪺ띎쑀뙩ꛦ룪끔띪둍ꅁ덱녠꣣ꚳ룻녪꽐ꪺ멁ꯗ(Laurent and Kapferer, 1985; Zaichowsky, 1985; Barki and Hartwick, 1989)ꅃꙢZaichkowskyꪺꥷ롱꒤ꅁꅵꪫꗳꅶ(object)ꕩ덑듀ꕎ결늣ꭾꅂ쒳썄ꅂ뱳ꝩ떥ꕄ썄ꅁꛓ녍귓ꑈꙢ룓ꕄ썄ꑗꪺ꽁ꑊ땻ꯗꅁꛓꖻ곣ꡳ꧒ꪺ꽁ꑊꭙ끷맯껸뙏맯꧳꽓ꥷ뱳ꝩ냓ꭾꪺ꽁ꑊ땻ꯗ낪ꝃꛓꢥꅃ ꒣Ꙑꪺ꽁ꑊ땻ꯗ라ꓞ땯껸뙏꒣Ꙑꪺ룪끔덂뉺ꓨꚡ(Holbrook and Hirschman, 1982; Park and Young, 1983; Park and Young, 1986; Celuch and Slama, 1993; Lee et al, 1999)ꅃ끷맯뱳ꝩ룪끔ꅁHunt (1976)ꕘꅁ끔꺧꒤ꪺ룪끔뙱Ꙩ맨걏ꝟꚳ띎롱ꖲ뚷뗸룪끔ꪺꭾ뷨ꕈꚳꗎ꧊ꛓꥷꅁꛓ룪끔ꪺꚳꗎ꧊ꑓ때ꕩ쇗ꝋꙡꙝ귓ꑈꛓ늧ꅃꚹ왛쉉엣ꗜꑆ껸뙏귓ꑈꪺꕄ왛롧엧ꕈ꒣Ꙑꪾ쏑ꅂ꽁ꑊ땻ꯗꅂ뭐믝ꡄꪬ멁ꪺ뱶암(Abernethy and Franke, 1996)ꅃꙝꚹꅁꙢ껸뙏꣣ꚳ꒣Ꙑ꽁ꑊ땻ꯗꪺ놡ꩰꑕꅁ뱳ꝩꪺꙕ뚵꽓꧊뙄ꡄ맯꧳껸뙏꧒늣ꗍꪺ뱶암ꑝ꒣Ꙑꅃ Celsi and Olson (1988)녎귓ꑈ꧒띐쒱ꪺ곛쏶꧊(perceived personal relevance)뗸결꽁ꑊꪺ냲ꖻ꽓꧊ꅁꗧꝙ귓ꑈꪺ꽁ꑊ땻ꯗ라꣼꣤꧒띐꣼ꪺ곛쏶꧊꧒뱶암ꅃCelsi and Olson (1988)꧒ꥷ롱꒧귓ꑈ곛쏶꧊ꭙ껸뙏쒱녯뭐ꖻꢭ곛쏶ꅁꚳꝕ꧳륆꣬귓ꑈꗘ볐뭐믹귈ꅁꣃ녎덯뫘ꕄ왛ꪺ뻣엩띐쒱뫙결ꅵ띐쒱꽁ꑊꅶ(felt involvement)ꅃ띐쒱꽁ꑊꙢ꽓ꥷ껉뚡ꕈ놡맒ꑕ덑뽅끟ꪺꑀ뫘띐쒱ꅁꣃ녎라뱶암껸뙏뙩ꛦ룪끔덂뉺ꪺꩠ띎ꑏꕈ뉺룑륌땻ꅃ 띐쒱꽁ꑊꑀ쏣ꅁ뛈ꢣ꧳Celsi and Olson (1988)ꪺ곣ꡳꅁꑪꙨ볆뻇녎꽁ꑊ꓀결꣢쏾ꅁ놡ꩰ꽁ꑊ(situational involvement)걏귓ꑈ꣼꣬꽓ꥷ껉놡맒ꪺ뱶암ꅁꙝꛓ덑ꓞ땯ꪺ뾳뷬띐꣼ꑗꪺ곛쏶꧊ꅃꙝꚹꅁꕩ덑뗸결꣓ꛛ꧳ꕾ곉ꪺ뱶암꣓랽ꅃ땍2-17
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꛓꅁ껸뙏Ꙣ껉뚡ꪺ꣏ꗎ롧엧ꅁꙝꖻꢭꪾ쏑굉뒺ꅁꑝ라맯꽓ꥷ맯뙈ꅝ늣ꭾꩁ냈ꅞ늣ꗍꑀꥷ땻ꯗꪺꑆ룑꽁ꑊ땻ꯗꅁ덯볋ꪺ꽁ꑊ덑뫙결귓ꑈ꽁ꑊ(personal involvement)(Zaichkowsky. 1985)꒺Ꙣ귓ꑈ곛쏶꧊(intrinsic sources of personal relevance)(Celsi and Olson, 1988)ꅃ끷맯ꕾꙢꕈ꒺Ꙣꪺ꽁ꑊ꣓랽ꅁCelsi and Olson (1988)ꕘꗑ꧳꒺Ꙣꪺ꽁ꑊ걏귓ꑈ듁ꪾ쏑뭐롧엧닖뽮ꛓꚨꅁ쁸꙳Ꙣ듁끏뻐꒤ꕂ곛맯룻쎭ꥷꅁꙢꑀ꿫맪엧ꯇꪺ샴맒꒤꒣꧶뻞ꅁ걇ꑪ뎡꓀뻇뛈꿠끷맯ꕾꙢ꽁ꑊ뙩ꛦ맪엧뻞ꅃ 꽁ꑊ걏뱶암껸뙏룪끔덂뉺ꪺꑀ뚵궫굮엜볆ꅃꓱ룻꒺Ꙣ뭐ꕾꙢ꣓랽ꪺ꽁ꑊꚨꅁꭨꕩ땯뉻꣢Ꙣ껸뙏룪끔덂뉺ꛦ결ꑗꪺ뱶암궫쉉꒣ꙐꅃꕾꙢ꽁ꑊ꣓랽ꕄ굮걏듁뇦덺륌룪끔ꝥ뉻샴맒ꅝ꙰뱳ꝩꝥ뉻뷦돵꽓뷦라ꅞꅁꝬꓞ껸뙏Ꙣ럭껉놡맒ꑕꪺ뾳뷬뭐ꩠ띎ꅃ땍ꛓꅁꗑ꧳ꕾꙢ꽁ꑊꪺ땵볈꧊ꅁꙝꚹ껄ꩇꕩ꿠쁈꽓ꥷ놡맒ꛓ엜ꅁ곆ꛜꕩ꿠ꙝ꣤ꕌ놡맒ꟳ꣣Ꝭꓞꑏꛓ꣏껸뙏ꩠ띎ꑏ덑신늾(Celsi and Olson, 1988)ꅃ곛ꙡꅁꗑ꧳꒺Ꙣ꽁ꑊ걏껸뙏듁ꪾ쏑뭐롧엧ꪺ닖뽮ꅁ꣤껄ꩇ곛맯ꛓꢥ라룻쎭ꥷꕂ꯹ꑛꅃꙝꚹꅁ굙껸뙏맯꧳꽓ꥷ늣ꭾꑷ꣣ꚳꑀꥷꪺ꽁ꑊ뭐ꑆ룑ꅁꭨ라ꙝꑷ꣣ꚳꪺ꽁ꑊ땻ꯗꓞ뻉꣤뙩ꛦꯡ쓲룪끔덂뉺ꛦ결ꅃ 덺륌맯꧳껸뙏꽁ꑊ땻ꯗꅝꖻ곣ꡳ끷맯늣ꭾ꽁ꑊꅞꪺꑆ룑ꅁ녎ꚳꝕ꧳뱳ꝩꕄ끷맯꒣Ꙑ쏾ꮬꪺ압ꯈꅁ뒣꣑꒣Ꙑ쏾ꮬꪺ뱳ꝩꩁ냈ꅃ꣒꙰ꅁ꽓ꝏ곰ꕘ늣ꭾꪺ쁵꧊꿠ꅁ녪뷕룓늣ꭾ꧒ꕎꫭꪺꢭ꓀ꙡꛬꅂ깡깸믹귈떥ꅃꛓꙢ뵵ꑗꪺ뱳ꝩ샴맒꒤ꅁꗑ꧳ꟳ깥꧶꣺녯껸뙏ꪺ쉳쓽낾ꙮ떥귓ꑈ룪끔ꅁꙝꚹ맯껸뙏뒣꣑귓ꑈ꓆ꪺ뱳ꝩ룪끔ꩁ냈룻꒧꣤ꖦ뛇벽둃엩ꛓꢥ삳ꟳ결깥꧶ꕂꚳ껄ꩇꅃ . ꯤꛒꕩ꿠꧊볒ꚡ(Elaboration Likelihood Model; ELM) 둎껸뙏꽁ꑊ땻ꯗ맯꣤룪끔덂뉺ꓨꚡꪺ뱶암ꛓꢥꅁ룻녠덑ꓞꗎꪺ걏ꅵꯤꛒꕩ꿠꧊볒ꚡꅶ(Petty et al., 1983; Petty and Cacioppo, 1984)ꅃꙢꅵꯤꛒꕩ꿠꧊볒ꚡꅶ2-18
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꒤ꅁꅵꯤꛒꅶ(elaborate)띎뿗귓ꑈ맯꧳쒳썄곛쏶(issue-relevant)룪끔ꕊ닓ꯤ뙱ꪺ땻ꯗꅁꛓ귓ꑈ껚뻚냊뻷(motivation)ꕈ꿠ꑏ(ability)ꪺ꒣Ꙑꅁꭨ라ꚳ꒣Ꙑꪺ룪끔덂뉺ꓨꚡ(Petty and Cacioppo, 1986a)ꅃ껚뻚귓ꑈ맯꧳놵ꚬ룪끔꧒뙩ꛦꅵꯤꛒꅶ땻ꯗꪺ꒣Ꙑꅁꅵꯤꛒꕩ꿠꧊볒ꚡꅶ뭻결ꚨ꙰ꗺ쏐녡ꪺ깴늧ꅁꑀ뫝결맯꧳쒳썄곛쏶룪끔ꞹꗾ꒣ꕛꕈꯤꛒꅁꕴꑀ뫝ꭨ결맯꧳쒳썄꒤꧒ꚳ뷗쉉(argument)ꕊ닓ꯤꛒꣃ녎꒧뻣Ꙙ뙩귓ꑈꪺ멁ꯗ뫵굮(attitude schema)꒤ꅃꅵꯤꛒꗺ쏐ꅶ(elaboration continuum)ꣃ덑뙩ꑀꡂ슲꓆결꣢귓랥뫝ꅁ꓀ꝏꕎꫭ꒤ꖡ룴깼(central route)ꕈꥐ쏤룴깼(peripheral route)ꪺ룪끔덂뉺ꓨꚡ(Petty and Cacioppo, 1986a)ꅃ꒤ꖡ룴깼땯ꗍ꧳귓ꑈꙐ껉꣣ꚳ룻낪ꪺ꿠ꑏꕈ냊뻷끷맯쒳썄곛쏶룪끔뙩ꛦꕊ닓ꯤꛒ뭐ꓱ룻껉ꅁꛓꥐ쏤룴깼ꭨ땯ꗍ꧳냊뻷ꕈ꿠ꑏ곛맯룻깺ꅁꙝꚹ멁ꯗꕄ굮ꗑ놡맒꒤ꪺ놡띐꧊뵵꿁ꡍꥷꅁꛓꭄ쏶꧳끔꺧뷗쉉ꪺꯤꛒꅃ ꙝꚹꅁꅵꯤꛒꕩ꿠꧊볒ꚡꅶꕘꙢ꒣Ꙑꯤꛒꕩ꿠꧊ꪺ놡ꩰꑕꅁ귓ꑈ맯꧳룪끔덂뉺ꪺ깴늧ꅃ럭ꯤꛒꕩ꿠꧊낪껉ꅁ띎뿗귓ꑈ녎ꑊ룻Ꙩꪺ뭻ꪾ룪랽(cognitive resources)ꅁꣃꕈ귓ꑈꑷ꣣ꚳꪺꪾ쏑롧엧결냲슦ꅁ뙩ꛦ끔꺧ꪺꯤꛒ뭐뗻꛴ꅆꛓꙢꯤꛒꕩ꿠꧊ꝃ껉ꅁ귓ꑈ녎꒣라뙩ꛦ뭻ꪾ꧊겡냊(cognitive activities)ꅁ뛈덺륌슲돦ꪺ놡띐꧊뵵꿁ꡍ떦덗ꭨꕛꕈꙞ삳ꅃ둎귓ꑈ냊뻷ꕈ꿠ꑏꪺ꒣ꙐꅁꙢꑀ귓뮡ꩁ놡맒꒤ꅁ귓ꑈ룪끔덂뉺ꪺ륌땻꙰맏2-7꧒ꗜꅇ 2-19
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뮡ꩁꚡ랾덱ꥐ쏤멁ꯗꪺ신엜멁ꯗ곛맯룻땵볈ꅁ꧶꣼뱶암ꅁꕂ때ꩫꖿ뵔륷듺ꛦ결덂뉺냊뻷ꅈ귓ꑈ곛쏶꧊ꅂ뭻ꪾ믝ꡄꅂ귓ꑈ덤ꗴ떥ꝟ걏걏ꥐ쏤뵵꿁걏ꝟ꙳Ꙣꅈ덂뉺꿠ꑏꅈꖿ궱굴궱놡띐ꅂ꣣Ꝭꓞꑏꪺ녍깡꣓랽ꅂ꓀ꓟꅂ궫뷆ꅂꗽꭥꪾ쏑ꅂꝟ뷗쉉볆뙱떥끔꺧뉺룑ꯗ떥걏ꝟ뭻ꪾ덂뉺ꪺꖻ뷨ꫬꥬ멁ꯗꅂ뷗쉉ꭾ뷨떥ꗑ쏙ꚨ띑ꩫꗑ꒣쏙ꚨ띑ꩫ꣢곒ꭄꕄ뻉ꕄ뻉꒤꧊띑ꩫꕄ뻉ꭏ꽤꯬둟ꫬꥬ멁ꯗ뭻ꪾ떲멣엜띳ꪺ뭻ꪾ걏ꝟ덑뇄ꗎꣃ쁸꙳꧳끏뻐꒤ꅈ꒣ꙐꪺꙞ삳걏ꝟ룻ꗽꭥꟳꕙ엣ꅈꝟ걏걏ꅝ쏙ꚨꅞꅝ꒣쏙ꚨꅞ꒤ꖡꖿ궱ꪺ꒤ꖡ굴궱ꪺ멁ꯗ엜멁ꯗ엜멁ꯗ곛맯룻꯹ꑛꅁ꣣ꧨ꧊?牥獩獴慮琩ꅁꕂ룻꿠륷듺ꛦ결 맏2-7ꅇꅵꯤꛒꕩ꿠꧊볒ꚡꅶ꒤꣢뫘룪끔덂뉺덾깼땯ꗍꪺ륌땻 룪껆꣓랽ꅇ(Petty, 1977; Petty and Cacioppo, 1981a, 1986b) ꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉ꅁꗧ덑ꗎꕈꗑ껸뙏ꖻꢭ꽁ꑊ땻ꯗꪺ깴늧룑쓀꒣Ꙑꪺ룪끔덂뉺ꓨꚡꅃ껚뻚ꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉ꅁ럭껸뙏꽁ꑊ땻ꯗ낪껉ꅁ라뛉Ꙗ꧳뇄ꗎ꒤ꖡ룴깼ꪺ룪끔덂뉺볒ꚡꅁꗧꝙ껚뻚룪끔ꪺ꒺깥ꅁ롧륌뱦띖ꪺ뇀뉺뭐ꯤꛒꛓ낵ꕘꡍ떦ꅃ땍ꛓꅁ럭껸뙏꽁ꑊ땻ꯗꝃ껉ꅁ녎라뛉Ꙗ꧳껚뻚늣ꭾꩁ냈ꪺꥐ쏤쓝꧊ꅁ꙰썃ꛢꅂꗦ꧶샴맒ꅂꭾ땐Ꙍ뙈ꅂ늣ꭾꕎꢥꑈ떥뵵꿁뙩ꛦ룪끔덂뉺ꅃ꙰Singh and Dalal (1999)놴끑뫴꾸궺궶ꖻꢭꝀ결ꑀ뫘뱳ꝩꅁꕘꑀ꿫쉳쓽Ꙣ왛곝뱳ꝩ껉ꅁꕩ꿠ꙝ결맯뱳ꝩ늣ꭾ꿊ꕆ뾳뷬ꅂ때ꢬ냷껉뚡덂뉺룓끔꺧ꅂ룓끔꺧ꙝ륌꧳덎꧊뷆싸ꕈ교껸뙏쏸ꕈ뉺룑ꅁ걇뇄꣺ꥐ쏤룴뵵ꕈꅵ띐쒱ꪺꅶ(sensory)덂뉺ꓨꚡꅁꙝꛓ룻꧶꣼꣬뮡ꩁ껄ꩇꪺ뱶암ꅃ곛ꙡꅁ뗛궫끔꺧룪끔꒺깥ꪺ꒤ꖡ룴2-20
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 깼덂뉺ꅁꭨ룻꧶ꦿ늤꙰ꙗꑈ굉껑떥ꥐ쏤뵵꿁ꅁꛓꩠ띎늣ꭾꪺꙕ뚵쓝꧊뭐맪뷨꧊꿠ꅃ ꗑꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉ꅁ룑쓀ꑆꙢ껸뙏꣣꒣Ꙑ땻ꯗ꽁ꑊ땻ꯗꪺ놡ꩰꑕꅁꕩ꿠뇄ꗎꪺ꒣Ꙑ룪끔덂뉺덾깼ꅃ꣒꙰ꅁPetty et al. (1983)ꕈ싸뭸뱳ꝩ뙩ꛦ곣ꡳꅁ땯뉻맯낪꽁ꑊꪺ볋ꖻꛓꢥꅁ뱳ꝩ꒤뷗쉉ꪺ녪깺맯꣤멁ꯗꚳ룻녪ꪺ뱶암ꅝ곛룻꧳ꝃ꽁ꑊꪺ볋ꖻꅞꅆꛓ맯ꝃ꽁ꑊꪺ볋ꖻꛓꢥꅁꭨ걏뱳ꝩ꒤ꪺ늣ꭾꕎꢥꑈ라ꚳ룻녪ꪺ뱶암ꅃ뱳ꝩ꒤뷗쉉륂ꗎꕈ늣ꭾꕎꢥꑈꅁꝙ꓀ꝏꕎꫭꑆ꒤ꖡ뵵꿁ꕈꥐ쏤뵵꿁꣢뫘꣓랽ꅁ맯꧳꒣Ꙑ쏾ꮬꪺ껸뙏라ꚳ꒣Ꙑꪺ껄ꩇꅃ Park and Young (1986)ꕈ륱뗸뱳ꝩꪺ굉뒺궵볖결꣒뙩ꛦ곣ꡳꅁ땯뉻궵볖맯꧳ꝃ꽁ꑊ볋ꖻꪺꭾ땐멁ꯗꚳꭐ뙩ꪺ껄ꩇ(facilitating effects)ꅁ맯꧳뭻ꪾ꽁ꑊ룻낪ꪺ볋ꖻꭨ라꣏꣤꓀ꓟ(distracting)ꅁꛓꚳꑺ쉚ꪺ껄ꩇꅃꙢ륌ꕨꪺꓥ쑭꒤ꅁ뻇ꗧꕘ맏ꓹ(Miniard et al., 1991; Mitchell, 1986)ꅂ꣓랽ꪺ녍띾꧊(Ratneshwar and Chaiken, 1991; Yalch and Elmore-Yalch, 1984)ꅂꕈꕎꢥꑈꪾꙗꯗ(Petty et al., 1983)떥ꞡ걏뱶암껸뙏뇄ꗎ꒣Ꙑ룪끔덂뉺덾깼ꪺꙝ꿀ꅃ ꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉ꅁꕘꑆ귓ꑈꙢ궱맯Ꙑ볋ꪺ룪끔껉ꅁ라ꙝ귓ꑈꙝ꿀ꅁꙝꛓ꣏녯룪끔덂뉺륌땻떲ꩇꚳ꧒깴늧ꅃꕈꚹ왛쉉맯삳ꛜ맏2-1ꛜ맏2-3ꪺꑔ뫘뛇벽볒ꮬꅁ엣ꗜ럭껸뙏궱맯둃엩꧒뛇벽ꪺ뮡ꩁ룪끔ꅝ꙰뱳ꝩꅞ껉ꅁ맯꧳룪끔ꪺ놵ꚬꕈ덂뉺녎ꕩ꿠ꙝ꣤룪끔덂뉺꽓꧊ꪺ깴늧ꅁꛓ꣏녯뮡ꩁ룪끔ꪺ뛇벽늣ꗍ꒣Ꙑ껄ꩇꅃꚹ뉻뙈ꕩꗑꅵꯤꛒꕩ꿠꧊볒ꚡꅶꕛꕈ룑쓀ꅁꗧ엣ꗜ럭뱳ꝩꕄꙢ덝군냵ꛦ뱳ꝩ떦늤껉ꅁꖲ뚷맯ꗘ볐롳늳ꚳ꧒ꑆ룑냏꓀ꅁꓨ꿠꣏뱳ꝩ룪끔ꪺ뛇벽륆꣬륷듁껄ꩇꅃ 2-21
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 뻉ꓞ껄ꩇ 뻉ꓞ껄ꩇꪺ곣ꡳꅁꚭꗽ덑삳ꗎ꧳뭻ꪾꕈꫀ라ꓟ뉺뻇ꪺ믢냬꒤ꅁꕘ귓ꑈꙢ낵Ꝑ쉟껉ꅁ라ꙝ꧒Ꙣ뭻ꪾ놡맒(cognitive context)ꪺ꒣Ꙑꅁꛓ낵ꕘ꒣ꙐꪺꝐ쉟(Herr, 1989)ꅃꗧꝙꅁ롧륌걙뚵꽓ꥷ쏾ꮬ(category)ꪺ꣫뽅(prime)꒧ꯡꅁ귓ꑈꙢꯡ쓲꧒ꝥ뉻ꪺ곛쏶ꗳ꒤ꅁ뛉Ꙗ꧳뇄ꗎ뭐ꗽꭥ꣫뽅곛쏶ꪺ쓝꧊뙩ꛦ뗻꛴(Higgins et al., 1977; Scrull and Wyer, 1980)ꅃ 뻉ꓞ껄ꩇꪺ뱶암ꅁꭙꗑ꧳귓ꑈꙢ놵꣼걙뚵뻉ꓞ꣫뽅꒧ꯡꅁ뒣낪ꑆ룓뚵꣫뽅쓝꧊Ꙣ귓ꑈ뙩ꛦꡍ떦ꛦ결껉덑쉞꣺ꪺ뻷뉶(Scrull and Wyer, 1980; Yi, 1990a; Yi, 1990b)ꅃ뻉ꓞ껄ꩇꪺ뱶암ꕩ꿠Ꙣꡍ떦ꕈꕾꙢꛦ결ꫭ뉻ꑗ(Herr, 1986; 1989)ꅃHerr (1896)ꝙꕘꅁ귓ꑈꝙ꣏꣼땵볈ꪺ뻉ꓞ꣫뽅ꅁ꧒ꚨꪺꝐ쉟ꅁ꒴라ꚳ꯹쓲ꪺ껄ꩇꅁꚨ결뱶암꣤ꯡ쓲ꛦ결ꪺꙝ꿀ꅃꗧꝙꅁ덺륌뻉ꓞ껄ꩇꪺ꣫뽅ꅁ꒣뛈뱶암귓ꑈ뭻ꪾ뱨ꚸꪺꝐ쉟ꅁꗧ녎뙩ꑀꡂ뱶암귓ꑈꫭ뉻꧳ꕾꪺꛦ결ꅁ꙰뭐ꕌꑈꙘꝀ쑶ꪧꅃHerr (1989)뙩ꑀꡂꕘꅁ뻉ꓞ껄ꩇꪺ띎롱ꅁꕩ덑뗸결뒣낪ꗴ꛳뭻ꪾ왛꧀(cognitive concepts)덑꣏ꗎꪺ뻷뉶ꅁ꙰걙뫘꣫뽅쏾ꮬꅂꡍ떦덗ꭨꅂꑷ쁸꙳ꪺ룪끔떥ꅃHerr (1989)ꣃꕘꅁ뻉ꓞ껄ꩇꙢ(1)룪끔ꑷ쁸꙳꧳귓ꑈ끏뻐꒤ꅆ(2)맯귓ꑈꛓꢥꅁꡓꚳ꣣Ꙑ볋덑쉞꣺뻷라ꪺ쑶ꪧ왛꧀꙳Ꙣꅆꕈ(3)룓왛꧀ꖲ뚷뭐뉻ꚳꪺ뭻ꪾꑵꝀ곛쏶떥ꑔ뚵뇸ꗳꑕꅁ라ꚳ룻엣뗛ꪺ껄ꩇꅃ 쏶꧳뻉ꓞ껄ꩇ땯ꗍꪺ륌땻ꅁHiggins and King (1981)ꕈHiggins et al. (1985)뒣ꕘꑆꅵ꿠뙱껦ꅶ(energy cell)왛쉉ꕛꕈ룑쓀ꅃꙢꚹ왛쉉꒤ꅁꗑ꧳꽓ꥷꪺꅵ껦ꅶ(cell)덑뇒냊ꅁ곛쏶쏾ꮬ쓝꧊ꪺ꿠뙱ꛦ냊볧꿠(action potential)ꑝ녎쁈꒧뱗ꕛꅃ놵ꑕ꣓ꅁ꧒ꚳ띳ꪺ꣫뽅뎣녎덑꣣ꚳ돌낪ꛦ냊볧꿠ꪺ껦ꕛꕈꅵ뵳뵘ꅶ(encode)ꅃꗧꝙꅁ끷맯꽓ꥷ쏾ꮬ쓝꧊ꕛꕈ꣫뽅ꅁꕵ굮룓쓝꧊뭐띳뙩룪끔꣣ꚳ곛깥꧊ꅁꭨ룓쓝꧊덑삳ꗎ꣬띳뙩룪끔덂뉺ꪺ뻷뉶녎라뒣(Herr, 1986)ꅃ 2-22
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꕴꕾꅁWyer and Scrull (1980a; 1980b)ꭨꕈꅵ쁸꙳뵣ꅶ(storage bin)ꪺ왛쉉룑쓀뻉ꓞ껄ꩇꪺꚨꅃ돌꫱ꑀꚸ덑꣫뽅ꪺ쏾ꮬ쓝꧊녎덑롭꧳쁸꙳뵣ꪺ돌ꑗ뱨ꅁ럭귓ꑈ덂뉺띳뙩룪끔껉ꅁ쁸꙳뵣ꑗ뱨ꪺ뵵꿁녎ꗽ덑꣺ꕘ삳ꗎꅃ 맪ꑗꅁ꒣뷗Higgins and King (1981)ꕈHiggins et al. (1985)꧒뒣ꕘꪺ꿠뙱껦ꅁ걏Wyer and Scrull (1980a; 1980b)ꪺ쁸꙳뵣왛쉉ꅁ꣢냲ꖻ왛꧀ꞡꙢ꧳ꅁꙢꦼꚹ곛깥ꪺ놡ꩰꑕꅁꗽꭥ꧒걉꒩꣫뽅ꅝ뇒냊ꅞꪺ쓝꧊쏾ꮬꅁ녎라ꚨ결ꯡ쓲룪끔덂뉺ꛦ결ꪺ냲슦ꅁꗧꝙ띳뙩ꯝ덂뉺ꪺ룪끔녎덑ꕈ뭐룓쓝꧊곛쏶ꪺꓨꚡꕛꕈ덂뉺ꅁ꙰귓ꑈ꧒낵ꕘꪺꡍ떦낾ꙮꅁ맯꧳ꪫꪺ뗻믹떥ꅃ꣒꙰ꅁHiggins et al. (1977)맯꣼룕꓀ꝏ놵쒲ꖿ궱ꕈ굴궱ꪺ깥뭹ꕹꅁ놵뗛Ꙣ닄ꑇꚸ맪엧꒤ꅁꕈ듺엧빜얪뉺룑꿠ꑏꪺꓨꚡꅁ왛맮꣼룕맯걙볐ꪺ귓ꑈꪺꙌ뙈둹굺ꅃ꣤곣ꡳ떲ꩇ땯뉻ꅁꙢꗽꭥ놵쒲ꖿ궱깥뭹ꕹꪺ볋ꖻ꒤ꅁ룻깥꧶ꝥ뉻ꕘꖿ궱ꪺꙌ뙈ꅁꛓ놵쒲굴궱깥뭹ꕹꪺ볋ꖻ꒤ꅁꭨ뛉Ꙗ꧳늣ꗍ굴궱Ꙍ뙈ꅃ 뻉ꓞ껄ꩇꪺ땯ꗍꅁ낣ꑆꗑ꧳꽓ꥷ룪끔꒺깥꧒떹꒩ꪺ뱶암꒧ꕾꅁꗧꕩ꿠꣓ꛛ꧳룪끔ꝥ뉻ꪺꓨꚡꅃHolbrook and Moore (1981)ꕘꅁꝙ꣏떹꒩곛Ꙑꪺ늣ꭾ쓝꧊ꅁꗑ꧳ꕈ맏(pictorial)ꑦ뭹(verbal)ꓨꚡꝥ뉻늣ꭾ룪끔ꪺ깴늧ꅁ껸뙏맯꧳늣ꭾ쓝꧊ꗧꫭ뉻ꕘ꒣Ꙑꪺ뗻믹ꅃMandel and Johnson (1999)ꭨꕈꗾ뉹룪끔뫴꒤꒣Ꙑꪺ뫴궶굉뒺ꅝ꓀ꝏꕈ싅ꓑꗕ뚳ꕈ뿺맴결ꕄ썄ꅞꅁ땯뉻껸뙏Ꙣ늣ꭾ쓝꧊뗻꛴ꪺ낾ꙮꑗꅁ라ꙝ쉳쓽뫴궶굉뒺꒣Ꙑꛓꚳ꧒깴늧ꅃ 뻉ꓞ껄ꩇ낣ꑆ맯꧳귓ꑈꡍ떦ꓨ궱ꚳ꧒뱶암ꅁꗧꕩ꿠뱶암ꛦ결궱ꪺꫭ뉻ꅃ껚뻚뻉ꓞ껄ꩇꪺ왛쉉ꅁ굙ꗽꭥ맯껸뙏떹꒩쏶꧳꽓ꥷ쓝꧊ꪺ꣫뽅ꅁꭨ꣤ꯡ쓲ꛦ결ꫭ뉻녎꣼룓뚵쓝꧊꧒뱶암ꅃ꣒꙰ꅁJones and Panitch (1971)ꕈHerr (1986)ꞡꕈ쇉ꞽ(game)ꪺ놡맒ꅁ덺륌맪엧뻞ꅁ꣏냑뭐맯꧳맯ꓢꚨ떽별띎ꪺꙌ뙈ꅁꙁ왛맮Ꙣ쇉ꞽ뙩ꛦ륌땻꒤ꅁ냑뭐꧒ꫭ뉻ꕘꪺ쑶ꪧꙘꝀꛦ결ꅃ꣤곣ꡳ떲ꩇ엣ꗜꅇ곛맯꧳떽ꪺ놡ꩰꅁꙢ꣣ꚳ별띎ꪺꙌ뙈ꑕꅁ냑뭐룻뛉Ꙗ꧳ꫭ뉻ꕘ쑶ꪧꪺꛦ결ꅃ 2-23
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 끷맯뻉ꓞ껄ꩇꪺ땯ꗍꅁHerr et al. (1983)ꕈHerr (1986; 1989)ꟳ뙩ꑀꡂꕘꙐ꓆(assimilation)ꕈ맯ꓱ(contrast)껄ꩇꪺ뉻뙈ꅃꙐ꓆ꕈ맯ꓱ뉻뙈ꕄ굮ꗽꭥ꧒걉꒩꣫뽅ꪺ쓝꧊쏾ꮬ(primed category)ꅁꕈꯡ쓲꧒떹꒩ꯝ뗻꛴ꪺ꣫뽅(stimuli)꒧뚡ꪺ쏶ꭙꛓꢥꅃ껚뻚Herr et al. (1983)ꅁ맯ꑀ귓ꥼꯝ뗻꛴ꕂ룻볒뵫ꪺ꣫뽅(ambiguous stimuli)ꛓꢥꅁ굙ꗽꭥ꧒떹꒩ꪺ쓝꧊쏾ꮬ녪ꯗ결꒤떥(moderate)ꅁꭨ라땯ꗍꙐ꓆뉻뙈ꅁꗧꝙ맯룓꣫뽅ꪺ뗻꛴녎라꣼ꗽꭥ꧒걉꒩꒧쓝꧊쏾ꮬꪺ뱶암ꅃ땍ꛓꅁ굙ꗽꭥ떹꒩랥뫝(extreme)ꪺ쓝꧊녪ꯗꅁꭨ맯꧳ꯡ쓲ꙁ걉꒩꒧꣫뽅ꪺ뗻꛴ꅁꛓ라ꝥ뉻곛ꪺꓨꙖꅁꗧꝙ땯ꗍ맯ꓱ뉻뙈ꅃ꣒꙰ꅁHerr et al. (1983)Ꙣ쏶꧳냊ꪫꑪꑰ둹굺ꪺ맪엧꒤땯뉻ꅁ굙꣼룕ꗽꭥ놵쒲ꪺ냊ꪫꑪꑰ둹굺걏ꅵ랥ꑰꅶꪺ쏾ꮬꅁ꣤Ꙣ닄ꑇꚸ맪엧꒤맯꧳ꖼꪾ냊ꪫꪺ엩ꮬ둹굺ꅁꛓ라ꑪ꧳ꗽꭥ놵쒲ꅵ랥ꑪꅶ쏾꧊냊ꪫꪺ꣼룕ꅃHerr et al. (1983)끷맯냊ꪫ득볉꧊(ferocity)ꪺ맪엧떲ꩇꗧ엣ꗜꕘꙐ꓆ꕈ맯ꓱ껄ꩇꪺ꙳Ꙣꅃ Herr et al. (1983)ꪺ곣ꡳ떲ꩇ엣ꗜꕘ뻉ꓞ껄ꩇꙢ삳ꗎꑗꪺ궭꣮(Herr, 1989)ꅁꑝꗑ꧳Herr et al. (1983)걏냟ꑀ끷맯쓝꧊쏾ꮬꪺ랥뫝꧊ꕛꕈ뻞놱ꪺ곣ꡳ(Herr, 1986)ꅁ꣤왛쉉꒴ꚳꯝꯡ쓲곣ꡳ뙩ꑀꡂ엧쏒ꅃ Herr (1989)ꕘꅁ꒣뷗맯꧳ꡍ떦ꛦ결궱ꪺ뱶암ꅁ뻉ꓞ껄ꩇꪺꕄ굮꽓꧊ꭙꙢ꧳꣤덑냊ꪺ꧊뷨(passive nature)ꅃꚹ덑냊꽓꧊띎ꅁꙢ놵쒲꣬ꯡ쓲ꪺ꣫뽅껉ꅁ귓ꑈꖼꖲ라꽓띎ꙡ(consciously)녎꒧뭐ꗽꭥ꧒롧뻺ꪺ쓝꧊쏾ꮬ곛ꓱ룻ꅁ곆ꛜꕩ꿠ꣃꖼ맮쒱꣬룓쓝꧊쏾ꮬꑷ꙳Ꙣꪺ맪ꅁꛓꙢꭄ꽓띎ꪺ놡ꩰꑕꅁ귓ꑈꛛ땍ꛓ땍ꙡꕈ룓쓝꧊쏾ꮬꝀ결ꓱ룻ꪺ냲슦ꅃ꣤엣ꗜꪺ떲ꩇ걏ꅁ귓ꑈꦹꦹꙝ결ꖼ맮쒱꣬룓쓝꧊쏾ꮬ뱶암ꑏꪺ꙳Ꙣꅁꙝꛓꣃꖼꫭ뉻ꓟ멁ꅁꙢꯡ쓲ꡍ떦ꛦ결ꑗ꣼꣬뱶암뉯ꓞꅃ ꗑ뻉ꓞ껄ꩇꪺ왛쉉끑뷗귓ꑈꛦ결ꪺ땯ꗍꅁ뭐꣤왛쉉ꚳ꧒꒣Ꙑꅃ꙰Simon (1957)ꕈꅵ띖ꯤꛦ냊뉺뷗ꅶ(Theory of Reasoned Action; TRA)(Fishbein and Ajzen, 1975; Ajzen and Fishbein, 1980)꒤ꅵ뉺꧊ꑈꅶꪺ왛쉉꒣Ꙑꅃ꙰Ajzen and Fishbein (1980)2-24
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꕘꅵ띖ꯤꛦ냊뉺뷗ꅶꪺ냲ꖻ낲덝결ꅵꑈ걏뉺꧊ꪺꅁꕂ라꡴닎꧊ꙡ꣏ꗎ꧒샲꣺ꪺ룪끔ꅶꅃꙐ껉ꅁꅵꛦ냊꣼꣬띎ꟓꪺ놱꣮(volitional control)ꅶꅃꗧꝙꅁ귓ꑈ라ꗽꛒ뱻꧒뇄꣺ꛦ냊ꪺ뱶암ꅁꛓ덺륌ꛦ냊띎맏ꪺꚨꅁꡍꥷ걙뚵ꛦ결ꪺ땯ꗍ뭐ꝟꅃ 땍ꛓꅁꙢ뻉ꓞ껄ꩇꪺ왛쉉꒤ꅁꛦ결ꪺ땯ꗍꖼꖲ걏귓ꑈ롧륌뉺꧊Ꝑ쉟ꪺ떲ꩇꅃHerr (1989)뭐Yi (1990b)ꞡꕘꅁ뻉ꓞ껄ꩇ꣏녯걙쓝꧊ꚨ룻낪ꪺ덑쉞꣺뻷뉶ꅁ귓ꑈꙢꡍ떦ꛦ결ꑗꖼꖲ라띎쏑꣬덯볋ꪺ뱶암ꅃꗧꝙꅁ뻉ꓞ껄ꩇꕩ꿠Ꙣ귓ꑈꣃꖼ띎쏑꣤꙳Ꙣꪺ놡ꩰꑕꅁ뱶암ꅝꝙ뻉ꓞꅞꑆ귓ꑈꪺꡍ떦Ꝑ쉟ꛦ결ꫭ뉻ꅃ 맪ꑗꅁ덯볋ꪺ왛쉉꒣ꫭꗜ뻉ꓞ껄ꩇ뭐뉺꧊ꛦ결왛쉉뚡ꚳ뷄곰꒧덂ꅁ꣢삳걏꒬룉ꪺ랧꧀ꅃꗧꝙꅁ덺륌뉺꧊ꛦ결ꪺ왛쉉ꅁ귓ꑈꝐ쉟ꣃꡍꥷ걏ꝟꅵ뙩ꛦꅶ걙뚵ꛦ결ꅝ꙰ꙝ믝ꡄ돟ꙮꛓꡍꥷ쇊뙒냓ꭾꅞꅁꛦ결꧒ꫭ뉻ꕘꪺ떲ꩇꕩ꿠ꙝꥐ쏤놡맒ꪺ뻉ꓞꛓ꣼뱶암ꅁ꙰껸뙏ꙝ뷦돵ꝇ롭ꅂ굉뒺궵볖떥ꙝ꿀ꛓ뱶암맯꧳냓ꭾ뿯뻜떹꒩냓ꭾ쓝꧊ꪺ곛맯앶궫ꅃꗧꝙꅁ뻉ꓞ쇶걏ꖼ덑귓ꑈ꧒띎쏑꣬ꪺ겡냊ꅁꗧꕩ늣ꗍ뱶암껄ꩇꅃ꣒꙰ꅁ맯꧳뱳ꝩ놡맒ꛓꢥꅁꚳꕩ꿠덺륌뱳ꝩ놡맒꧒ꚨ꒧뻉ꓞ껄ꩇꅁ뱶암꽓ꥷ냓ꭾ쓝꧊Ꙣ껸뙏ꡍ떦Ꝑ쉟륌땻꒤ꪺꅵ덑쉞꣺뻷뉶ꅶꅁ뙩ꛓ뱶암껸뙏맯꧳룓뱳ꝩ냓ꭾꪺ뗻꛴(Yi, 1990b)ꅃ ꙝꚹꅁ둎뱳ꝩꕄꪺ왛쉉ꛓꢥꅁ뻉ꓞ껄ꩇ삳걏ꑀ뚵귈녯뉠ꯤꪺ떦늤ꅃ덺륌꒣Ꙑ뱳ꝩ놡맒ꪺ덝군ꅁ뱳ꝩꕄꕩꕈ싇ꗑ뻉ꓞ껄ꩇ뱶암껸뙏Ꙣ뙩ꛦ뱳ꝩ뗻꛴냓ꭾ뿯뻜껉ꪺ곛맯앶궫ꅁ뙩ꛓ륆꣬뱳ꝩꯅ뛇뭐Ꝭꓞ껸뙏ꪺꗘꪺꅃHerr (1989)뭐Yi (1990a; 1990b; 1993)ꪺ곣ꡳ떲ꩇꝙꕘ떲Ꙙ뻉ꓞ껄ꩇꕈ뱳ꝩ놡맒ꪺ뻞ꅁ맯꧳껸뙏덂뉺뱳ꝩ냓ꭾ룪끔껉ꪺ뱶암ꅃ 2-25
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 뱳ꝩ껄ꩇ . 끏뻐껄ꩇ Ꙣ뱳ꝩ껄ꩇꪺ뿅뙱ꑗꅁ륌ꕨꛦ빐곛쏶곣ꡳ낣ꑆ뱳ꝩ멁ꯗꅂꭾ땐멁ꯗꅂ뮡ꩁ껄ꩇ떥뿅뙱ꓨꚡꕾꅁ뭐껸뙏끏뻐껄ꩇꚳ쏶ꪺꙞ뻐(recall)ꕈꙁ뭻(recognition)ꗧ걏곣ꡳ곛럭쏶ꓟꪺ뱳ꝩ껄ꩇ볐(du Plessis, 1994)ꅃꙞ뻐뭐ꙁ뭻ꕎꫭꑆ뱳ꝩꝥ뉻걏ꝟꝬꓞ껸뙏ꩠ띎ꅁ뱳ꝩ굙꿠꣏껸뙏꽤ꑕ룻뉠ꪺꙌ뙈ꅁꭨ럭껸뙏뙩ꛦ껸뙏껉ꅁ룓냓ꭾꙢ껸뙏ꪺꅵꛒ뱻뚰Ꙙꅶ(consideration set)꒤덑걄뿯ꕘꪺ뻷뉶ꑝ삳곛맯룻ꑪꅃStapel (1998)끷맯싸뭸뭐돸꿈ꪺ뱳ꝩꕘꅁꙞ뻐뭐ꙁ뭻뚡꣣ꚳ녪꽐ꪺ곛쏶꧊ꅃꙐ껉ꅁꙁ뭻땻ꯗꪺ낪ꝃꕎꫭ껸뙏걏ꝟꩠ띎꣬뱳ꝩꪺ꙳ꙢꅁꛓꙞ뻐ꭨꕎꫭ뱳ꝩ걏ꝟꢬ냷Ꝭꓞ껸뙏뾳뷬ꅁ꣏껸뙏맪믚곝ꢣꣃ빜얪뱳ꝩ냓뇽뛇륆ꪺ끔꺧ꅃ 맪ꑗꅁ껸뙏롧녠궱셻Ꙣ궱맯덜Ꙩ뿯뻜껉ꅁꖲ뚷ꗑ끏뻐꒤낵ꕘ뗻쉟ꪺ놡ꩰ(Lynch and Scrull, 1982; Lynch et al., 1988)ꅁLynch and Scrull (1982)ꣃꕈꙢ쁜왕쉉쁜결꣒ꅁ뮡ꧺꕈ끏뻐결냲슦ꪺꡍ떦놡맒ꅃ굙꙰뻇꧒굺ꅁꙢ껸뙏ꪺꡍ떦놡맒꒤끏뻐ꑆ궫굮ꢤꛢꅁꭨ뱳ꝩ걏ꝟ꿠냷ꕛ녪껸뙏쏶꧳뱳ꝩ냓ꭾꩁ냈ꪺ끏뻐ꅁꭨ삳ꕩ뗸결룓뱳ꝩ겡냊ꚳ껄뭐ꝟꪺ뗻뙱볐ꅃ Leong et al. (1996)ꓱ룻ꕈ맏(picture-based)ꕈꓥ꙲(text-based)결ꕄꪺꖭ궱뱳ꝩꅁ녯꣬뭐륌ꕨ곛쏶맪뱸곣ꡳ떲ꩇꑀ교ꪺ떲뷗ꅁꗧꝙ굙뱳ꝩꙐ껉ꕈ맏뭐ꓥ꙲ꪺꓨꚡꝥ뉻ꅁ껸뙏맯꧳ꭾ땐Ꙟ뻐ꪺ꿠ꑏ라룻뛈ꚳꓥ꙲ꪺ뱳ꝩ결꣎ꅃ낣ꚹ꒧ꕾꅁ쏶꧳껸뙏맯꧳뱳ꝩꪺꙞ뻐ꅁꗧ덑삳ꗎꙢ쏶꧳ꭾ땐뗻꛴(Keller, 1987)ꅂ뱳ꝩ엜꓆떦늤(Schumann et al., 1990)ꅂꕈ싸뭸뱳ꝩꪺ놡맒껄ꩇ(Norris and Colman, 1992)떥곣ꡳ꒤ꅃ ꗑ꧳ꭾ땐Ꙣ껸뙏ꓟ꒤Ꙍ뙈뉠ꯗꪺ녪깺걏뱶암껸뙏쇊뙒ꡍ떦ꪺ궫굮ꙝ꿀(Leong et al., 1996)ꅁꙝꚹ둎뱳ꝩꛦ빐떦늤ꛓꢥꅁ꙰꛳Ꝭꓞ껸뙏ꩠ띎ꅁꣃ뙩ꑀꡂ2-26
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 녪꓆뱳ꝩꙢ껸뙏ꓟ꒤ꪺꖿ궱Ꙍ뙈ꅁ걏뱳ꝩꕄ띑굮ꚳ껄뛇뮼뱳ꝩ끔꺧껉ꖲ뚷ꛒ뙱ꪺꙝ꿀ꅃ 쏶꧳ꙁ뭻ꕈꙞ뻐ꪺ뿅뙱뭐Ꙣ뱳ꝩ곛쏶곣ꡳ꒤ꪺ띎롱ꅁDubow (1994)ꅂGibson (1994)ꅂꕈStapel (1998)뒣꣑ꑆ쏶꧳뱳ꝩ곣ꡳ믢냬꒤꒣Ꙑ뻇ꪺ왛쉉ꅁꕈ뱳ꝩ믢냬곣ꡳ꒤ꕈ뮡ꩁ껄ꩇꝀ결뱳ꝩ껄ꩇꪺ끑뷗ꅃꙢ뻞Ꝁ꓆뿅뙱ꓨ궱ꅁNorris and Colman (1992)꓀ꝏꕈꙨ귓냝뚵뿅뙱ꙁ뭻ꕈꙞ뻐ꅁꣃ녎군뫢ꪺꙁ뭻꓀볆(total recognition score)뭐Ꙟ뻐꓀볆(total recall score)ꙁ꒩ꕈꕛ셠ꅁꕈ군뫢ꙕ맪엧볋ꖻꪺ뻣엩뱳ꝩ끏뻐꓀볆(global memory score)ꅃNorris and Colman (1992)ꪺ뻞Ꝁ꓆뿅뙱ꓨꩫꅁꑝ걏곛쏶ꓥ쑭꒤룻결뫫닓ꪺ군뫢ꓨꚡꅃ . 뱳ꝩ멁ꯗ 껸뙏꣼뱳ꝩ꧒ꓞ땯ꪺ멁ꯗꅝ맪ꑗꕝ걁꣢ꓨ궱ꅁ꓀ꝏ끷맯뱳ꝩꖻꢭꕈꭾ땐(Shimp, 1981)ꅞꕩ꓀결꣢ꓨ궱ꅁ꓀ꝏ걏ꅵ뭻ꪾꅶ(cognition)ꕈꅵ놡띐ꅶ(affect)ꅃ뭻ꪾ뭐놡띐ꗧ꓀ꝏꕎꫭꑆꅵꯤꛒꅶ(thinking)ꕈꅵ띐쒱ꅶ(feeling)ꪺ멣궱(Vakratsas and Ambler, 1999)ꅃAbelson et al. (1982)ꕘꅁ꣢뚡ꪺ깴ꝏꙢ꧳ꅁ뭻ꪾꕎꫭ귓ꑈ맯꧳ꕾ곉꣫뽅ꪺ뗻꛴ꅁꛓ놡띐ꭨ삳ꕘ귓ꑈ꒺Ꙣꪺ띐쒱ꅃ 끷맯뱳ꝩ뱶암껸뙏쇊ꪫ띎맏ꪺ륌땻ꅁLutz et al. (1983)뒣ꕘꑆꕼ뫘ꕈ뱳ꝩ멁ꯗ결꒤꒶ꪺ볒ꮬꅁ꙰맏2-8꧒ꗜꅃꙢꕼ뫘볒ꮬ꒤ꅁ뻇ꪺ곣ꡳ떲ꩇꓤ꯹ꑆꅵ싹궫꒤꒶낲뮡ꅶꪺ왛쉉(Lutz et al., 1983; MacKenzie et al., 1986; Homer, 1990; Miniard et al., 1990; Brown and Stayman, 1992)ꅃ 2-27
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 놡띐신늾낲뮡싹궫꒤꒶낲뮡?䅦晥捴⁔牡湳晥爠䡹灯瑨敳楳??䑵慬⁍敤楡瑩潮⁈祰潴桥獩猩뱳ꝩ뭻ꪾ뱳ꝩ멁ꯗ뱳ꝩ뭻ꪾ뱳ꝩ멁ꯗꭾ땐뭻ꪾꭾ땐멁ꯗ쇊뙒띎맏ꭾ땐뭻ꪾꭾ땐멁ꯗ쇊뙒띎맏곛꒬꒤꒶낲뮡뽗ꗟ뱶암낲뮡?剥捩灲潣慬⁍敤楡瑩潮⁈祰潴桥獩猩?䥮摥灥湤敮?⁉湦汵敮捥?⁈祰潴桥獩猩뱳ꝩ뭻ꪾ뱳ꝩ멁ꯗ뱳ꝩ뭻ꪾ뱳ꝩ멁ꯗꭾ땐뭻ꪾꭾ땐멁ꯗ쇊뙒띎맏ꭾ땐뭻ꪾꭾ땐멁ꯗ쇊뙒띎맏 맏2-8ꅇꕼ뫘뱳ꝩ멁ꯗ꒤꒶볒ꮬ 룪껆꣓랽ꅇ(MacKenzie et al., 1986) Ꙣꑗ굺ꕼ뫘볒ꮬ꒤ꅁ뺨뫞꣣ꚳ꒣Ꙑꪺꙝꩇ뱶암쏶ꭙꅁ냲ꖻꑗ뱳ꝩ맯껸뙏ꪺ뱶암ꞡ덑뗸결덺륌뭻ꪾ→멁ꯗ→띎맏ꪺ뚥뱨ꚡ뱶암(MacKenzie et al., 1986)ꅁ꙰뱳ꝩ뭻ꪾ뱶암뱳ꝩ멁ꯗꅁꭾ땐뭻ꪾ뱶암ꭾ땐멁ꯗꅁꕂ돌닗녎뱶암껸뙏ꪺ쇊뙒띎맏ꅃꙐ껉ꅁ뱳ꝩ멁ꯗꞡ덑뗸결뱶암껸뙏쇊뙒띎맏ꪺ꒤꒶엜볆ꅃ ꣤꒤ꅁ꣼꣬뻇곣ꡳ떲ꩇ꧒ꓤ꯹꒧ꅵ싹궫꒤꒶낲뮡ꅶ엣ꗜꪺ띎뉛걏ꅇ맯껸뙏ꛓꢥꅁ껸뙏맯꧳끔꺧꣓랽ꅝ뱳ꝩꅞꪺ띐쒱ꅁ녎라ꚨ쏶꧳끔꺧꣓랽ꪺ멁ꯗꅝ뱳ꝩ멁ꯗꅞꅁ뙩ꛓ뱶암쏶꧳끔꺧꒺깥ꅝ뱳ꝩꭾ땐ꅞꪺ뭻ꪾ뭐놡띐삳(MacKenzie et al., 1986)ꅃꕈꚹ왛쉉ꦵꅁ뱳ꝩ뻣엩ꝥ뉻ꓨꚡ녎라걏뱶암껸뙏맯꧳뱳ꝩ꒺깥ꅝ늣ꭾꩁ냈ꅞ놵꣼뭐ꝟ뗻믹낪ꝃꪺ궫굮ꙝ꿀ꅃꙝꚹꅁ덺륌뱳ꝩꝥ뉻ꓨꚡꪺ덝군ꅁ굙꿠Ꝭꓞ껸뙏ꚨꖿ궱ꪺ뱳ꝩ멁ꯗꅁ맯꧳뱳ꝩꗘꪺꛓꢥꅁ녎라ꚳꖿꙖꪺ껄ꩇꅃꛜ꧳꙰꛳덺륌뱳ꝩꝥ뉻ꓨꚡ륆꣬덯볋ꪺꗘꪺꅁꖻ곣ꡳꝙ뇽ꕈ껸뙏꽁ꑊꕈ뻉ꓞ껄ꩇ결냲슦ꅁ뭻결ꖲ뚷Ꙑ껉ꛒ뙱껸뙏귓ꑈꙢ룪끔덂뉺ꪺ꽓꧊ꅝ껸뙏꽁ꑊꅞꅁꕈ덺륌뱳ꝩꝥ뉻놡맒ꪺ뻞ꅝ뻉ꓞ껄ꩇꅞꅁꕈ륆꣬륷듁껄ꩇꅃ 2-28
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꕴꑀꓨ궱ꅁꙢ껸뙏놵꣼뱳ꝩ꣫뽅꒧ꯡꅁ꣤꧒늣ꗍꪺ뭻ꪾꕈ멁ꯗ엣ꗜꪺ띎롱걏ꅁ뱳ꝩ맯꧳껸뙏ꪺ꣫뽅꒣뛈뛈꣓ꛛ꧳뱳ꝩ볐ꪺꪫꪺ꽓뱸ꅝ꙰ꡔꢮ꧊꿠ꅂꙌꫭ뻷ꙃꙌ덴ꯗ뭐껄ꩇꅞꅁꗧꕩ꿠꣓ꛛ꧳뱳ꝩꖻꢭ떹꒩껸뙏ꪺ띐쒱ꅁ꙰늣ꭾꕎꢥꑈꅂ뱳ꝩ꒺깥ꪺꯕ쁱꧊ꅝ꙰Scott et al., 1990ꅞꅂꕈ뻣엩뱳ꝩꝥ뉻ꪺ놡맒떥ꅃꗧꝙꅁ껸뙏Ꙣ룪끔덂뉺ꑗꅁ늣ꭾ걏ꝟꙘ꧳믝ꡄꅂ꧊꿠걏ꝟ몡띎ꖼꖲ걏껸뙏쏶ꓟꪺ냟ꑀꙝ꿀ꅁꗧꕩ꿠ꗑ꧳뱳ꝩ꧒떹꒩껸뙏ꪺ띐쒱ꛓ뱶암꣤쇊뙒ꡍ떦ꅃꗧꝙꅁ껸뙏뱳ꝩꭾ땐멁ꯗꪺꚨꅁꖼꖲꞹꗾ껚뻚늣ꭾꭾ땐쓝꧊ꪺ꽓꧊꧒ꡍꥷꅁꙢ껸뙏놵쒲뱳ꝩ껉꧒덑ꓞ땯ꪺ놡띐ꗧ걏ꕩ꿠뱶암껸뙏멁ꯗꪺ궫굮ꙝ꿀(Batra and Ray, 1986; Brown and Stayman, 1992; Smith, 1993)ꅃ . 뫴룴뱳ꝩ곛쏶ꓥ쑭 뫴믚뫴룴ꗑ돌ꫬ면뙩ꢴ꒵ꅁ꣤궫굮꧊뭐삳ꗎꑷ덑뭻Ꙑꅁ곛쏶ꪺ돕뫓ꑨ뷗ꓥꗧꙢꚨ꒤ꅃꢦ뚮뱺(1996)놴끑룪끔ꝥ뉻ꓨꚡ맯뱳ꝩ껄ꩇ꒧뱶암ꅁ룪끔ꝥ뉻ꓨꚡꕝ걁굉뒺궵볖쏾ꮬꅂ룪끔굴룼ꚡꅂꕈ맏ꓹꝥ뉻멁떥ꅃ꣤곣ꡳ떲ꩇ땯뉻Ꙣꗾ뉹룪끔뫴ꪺ샴맒꒤ꅁ굉뒺궵볖ꪺ꣏ꗎꅂ냊멁ꪺ맏ꓹꝥ뉻ꅂꕈ뙗ꓥ꙲(hypertext)ꪺ꣏ꗎꞡ라늣ꗍ룻꣎ꪺ뱳ꝩꛦ빐껄ꩇꅃ뛀쓉몽(2000)놴끑Ꙣ뵵ꑗꝥ뉻뱳ꝩ껉ꅁ꒺깥뫴꾸멁뭐뱳ꝩꝥ뉻ꓨꚡ맯뱳ꝩ껄ꩇꪺ뱶암ꅁ꣤떲ꩇ땯뉻꣢뚡ꗦ꒬Ꝁꗎ맯꧳껸뙏쇊뙒띎쑀ꚳ엣뗛뱶암ꅃ Ꙣꗾ뉹룪끔뫴샴맒꒤ꪺ뱳ꝩ덝군쒳썄ꓨ궱ꅁ램껑ꚨ(1998)뙩ꛦ뱳ꝩ꒺깥맯뱳ꝩ껄ꩇ뱶암ꪺ곣ꡳꅃ덺륌맪엧ꯇ맪엧ꩫꪺ뙩ꛦꅁ램껑ꚨ(1998)ꪺ곣ꡳ떲ꩇꕘꅁ럭뵵ꑗ뱳ꝩꪺꭾ땐결껸뙏꧒보노껉ꅁ뱳ꝩ껄ꩇ라룻꣎ꅃꙐ껉ꅁ뱳ꝩ끔꺧ꪺ싗둉땻ꯗꕈ궫뷆ꚸ볆맯꧳뱳ꝩ껄ꩇꞡꚳꖿꙖ뱶암ꅃ땍ꛓꅁꙢ램껑ꚨ(1998)ꪺ곣ꡳ꒤ꅁ뱳ꝩ궫뷆ꚸ볆뭐뱳ꝩ멁ꯗ꒧뚡ꣃꖼꕘ뉻론꧒굺꒧ ∩ ꮬ쏶ꭙꅃ 2-29
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꕴꕾꅁ뎯ꙗ볽(1998)ꪺ곣ꡳꕘ뱳ꝩ볆뙱ꅂ뱳ꝩ뭐꒺깥곛쏶꧊ꅂꕈ뱳ꝩꪩꛬ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃ꣤곣ꡳꕘ뱳ꝩ볆뙱ꪺ뱗ꕛ녎덹ꚨ껸뙏끏뻐ꕈꙞ뻐껄ꩇꪺ궰ꝃꅁꕂ굙뱳ꝩ뭐뫴궶꒺깥곛쏶꧊ꝃꅁꭨ라ꚳ룻꣎ꪺ뱳ꝩ껄ꩇꅃ쏶꧳뱳ꝩꪩꛬꓨ궱ꅁ꣤곣ꡳꭨꖼ땯뉻뱳ꝩꪩꛬ맯꧳뱳ꝩ껄ꩇꪺ뱶암쏶ꭙꅃ쏶꧳ꚹ쉉ꅁ슲ꧺ귵(1999)ꭨꕘꖪꑕꓨꪩꛬꪺ뫴룴뱳ꝩ꣣ꚳ룻낪ꪺꩠꗘ뉶ꅃ 녩굙꧉(2000)ꭨꕈ쑶ꪧ꧊뱳ꝩꑺ쉚땻ꯗꅂ뱳ꝩ뭐꒺깥ꪺ곛쏶꧊ꅂꕈ뱳ꝩ끔꺧싗둉땻ꯗ둹굺뫴룴뱳ꝩ꧒꙳Ꙣꪺ샴맒ꅁ놴끑껸뙏놵ꚬ볐썄뱳ꝩ끔꺧껉ꪺ덂뉺ꮬ멁뱳ꝩ껄ꩇꅃ꣤곣ꡳ낣ꑆ끔꺧싗둉땻ꯗ뎡ꗷ꙰ꑀ꿫ꑪ늳꧒륷듁ꅁꗧꝙ럭끔꺧뙖싗둉껉ꅁ뱳ꝩ껄ꩇ뙖꣎꒧ꕾꅁ룻꽓ꝏꪺ걏Ꙣ쑶ꪧ꧊뱳ꝩꪺꑺ쉚땻ꯗꕈ뱳ꝩ뭐꒺깥곛쏶꧊ꓨ궱ꅁ땯뉻럭쑶ꪧ꧊뱳ꝩꑺ쉚땻ꯗ뙖낪ꅁ뱳ꝩ뭐뫴궶꒺깥곛쏶꧊뙖ꝃ껉ꅁꭨ뱳ꝩ껄ꩇ뙖ꙮꅃ Ꝥ뷷(1999)ꕈ꒺깥꓀꩒ꩫ꓀꩒135귓뫴꾸꒤뱳ꝩ꒺깥땯뉻ꅁꙢ뫴룴뱳ꝩꪺ덝군ꑗꅁ띾곉ꗘꭥ꒴ꕈꅵꭾ땐뙈뻉Ꙗꅶꪺ뱳ꝩꙨꅁꣃꕈꅵꭾ땐뙄ꡄꅶ결ꕄꅃꕴꕾꅁ뱳ꝩ뙄ꡄꕄ썄뭐뫴꾸쏾ꮬ뚡ꣃ때ꧺ엣ꪺ쏶ꭙꅃꗑꕈꑗ뻣뉺ꕩꕈ땯뉻뎯ꙗ볽(1998)ꅂꝤ뷷(1999)ꅂꕈ녩굙꧉(2000)Ꙣ쏶꧳뱳ꝩ뭐뫴궶꒺깥곛쏶꧊꣣ꚳ곛쏾ꪺ곣ꡳ땯뉻ꅁꚹ놴꿁꧊ꚨꩇ귈녯ꯡ쓲곣ꡳ뙩ꑀꡂ놴끑ꅃ꣒꙰ꅁ륌ꕨ뱳ꝩ뻇곣ꡳꗑꓟ놡ꑀ교볒ꚡ(Mood Congruency model)ꕈꑀ교껄ꩇ볒ꚡ(Consistency Effect model)놴끑론ꗘ뭐뱳ꝩ뚡ꕄ썄곛쏶꧊맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃꭥꪺ왛쉉결왛늳맯꧳뱳ꝩꪺ뗻꛴녎라뭐꣤ꓟ놡ꑀ교(Goldberg and Gorn, 1987; Kamins et al., 1991)ꅁꙝꚹꗑ론ꗘ꧒늣ꗍꪺꖿꙖꓟ놡녎신늾ꛜ뱳ꝩ왛뷠놡맒꒤(Goldberg and Gorn, 1987)ꅃꯡꭨꕘꝙ꣏껸뙏Ꙣ굴궱ꪺꓟ놡ꪬ멁ꑕꅁ맯꧳뱳ꝩꪺ뗻꛴ꖼꖲ결굴궱(Kamins et al., 1991)ꅁꓟ놡ꪬ멁ꕈꕾ곉꣫뽅ꅝꚹ덂뱳ꝩꅞꪺꑀ교꧊ꛓꕩ꿠꣏녯껸뙏맯꧳뱳ꝩ늣ꗍꖿꙖꪺ뗻꛴ꅃ꣢뫘왛쉉Ꙣ뵵ꑗ샴맒꒤맯꧳뱳ꝩ뭐뫴궶ꕄ썄곛쏶꧊ꪺ룑쓀꿠ꑏ귈녯곣ꡳ뙩ꑀꡂ놴끑ꅃ 2-30
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뎯곕ꚼ(2000)ꭨ걏끷맯뵵ꑗ뱳ꝩꪺ녪궢꧊뙩ꛦ곣ꡳꅁꕘ놴끑꒣Ꙑ녪궢멁ꪺ뱳ꝩ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅁꣃꕘ녪궢꧊ꝃꪺ뱳ꝩ라늣ꗍ룻낪ꪺ뱳ꝩ멁ꯗꅁꕂ뻮둔뱳ꝩ꒴걏ꙕ쏾ꮬ뱳ꝩ꒤돌꣎ꅁꛓ녪궢꧊낪ꪺ뒡벽ꚡ뱳ꝩꭨ걏돌Ꙉꅃ꣤곣ꡳ떲ꩇꣃꕘꙢ뱳ꝩꝥ뉻ꑗꪺ띦끴떦늤ꅁꝙꕈꝃ녪궢꧊띦끴낪녪궢꧊뱳ꝩ궫뷆ꚸ볆껉ꅁ덺륌뱳ꝩ녪ꯗꪺ뫮Ꙙꅁꕩ늣ꗍ룻ꙮꪺ뱳ꝩ껄ꩇꅃ 꿕뱹럧(1999)ꕈ녩꩙낶(2000)ꭨ걏끷맯ꗾ뉹룪끔뫴샴맒꒤ꪺ꒬냊ꚡ뱳ꝩ뙩ꛦ곣ꡳꅁ놴끑꒬냊땻ꯗ뭐뱳ꝩ꒬냊믹귈맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃ ꗑꕈꑗ끑뷗ꕩꕈ곝ꕘꅁ곛쏶뫴룴뱳ꝩꪺ곣ꡳ덶몥Ꙩ꒸꓆ꅁꙢꙕ뱨궱ꞡꚳ곣ꡳ쒲ꅃ뫴룴뱳ꝩ곣ꡳꪺ믹귈ꑀꓨ궱ꕩ뗸결뛇닎ꛦ빐뱳ꝩ뻇곣ꡳꙢ뵵ꑗ둃엩ꪺꦵꅁꕴꑀꓨ궱ꑝ뒣꣑맪냈띾곉ꚳ믹귈ꪺ냑ꛒꅁ꙰맯꧳뱳ꝩ덝군ꅂ뱳ꝩ겡냊떦늤ꅂꕈ군믹볒ꚡꯘꗟ떥ꓨ궱ꅁꞡꚳ꣤궫굮꧊꙳Ꙣꅃ땍ꛓꅁꗘꭥ꧒ꢣ곣ꡳꑪꙨ꒴쓝놴꿁꧊곣ꡳꅁꕂ룻ꓖꢣ곛쏶곣ꡳꚨꩇꪺ닖뽮ꅁꚹꭙꯡ쓲곣ꡳ뚷뽮랥Ꝗꑏ꒧덂ꅃ . ꑰ떲 ꙢHoffman and Novak (1996)꧒뒣ꕘꪺꑔ뫘랾덱볒ꮬ꒤ꅝꢣ론ꅁ맏2-2ꛜ2-4ꅞꅁꓱ룻ꑆ뛇닎둃엩ꅂ륱뢣둃꒶ꅂꕈ뙗둃엩륱뢣둃꒶떥ꑔ뫘뛇벽ꓨꚡꙢ껸뙏뭐둃엩뚡ꕈ껸뙏ꦼꚹ뚡ꪺ꒬냊쏶ꭙꅃꕈ덯볋ꪺ왛쉉Ꙟ압륌ꕨꛦ빐믢냬꒤ꪺ뱳ꝩ곛쏶곣ꡳꅁꕩꕈꯤꛒꙢ꒣Ꙑꪺ뱳ꝩ룪끔놵ꚬ샴맒꒤ꅁ맯꧳껸뙏룪끔덂뉺ꛦ결ꪺ뱶암ꅃ 땍ꛓꅁ뙩ꑀꡂꯤꛒꑔ뫘볒ꮬꪺ꽓꧊ꅁꕩꕈ땯뉻ꑔꙐ껉꣣ꚳꅵꮫꪽꅶꕈꅵꖭꛦꅶꪺ곛깥쏶ꭙꅃꚹ덂ꮫꪽꪺ곛깥쏶ꭙ띎Ꙣ룪끔뛇벽ꪺ꒬냊ꕈ꙰둃엩룪끔싗둉ꯗ떥꽓꧊ꑗꅁ꒣Ꙑ볒ꚡ쇶꣣ꚳ꒣Ꙑꪺ꽓꧊ꅁꞡ꣣ꚳ꒬룉ꪺ쏶ꭙꅁꣃ꒣꒬ꖸꅃ꣒꙰ꅁ뛇닎ꑀ맯Ꙩꪺ뛇벽볒ꚡꅁꕩ꿠Ꙣꯡ꣢볒ꚡ꒤덑ꅵ볒샀ꅶꕘ뉻ꅁ뙗둃엩2-31
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 륱뢣둃꒶샴맒꒤ꑈ뭐둃엩뚡ꪺ뻷뺹꒬냊쏶ꭙꅁꭄ뛇닎륱뢣둃꒶샴맒꧒꿠ꭐꚨꅃ뺨뫞꣣ꚳ덯볋ꪺꅵꙖꭥ곛깥꧊ꅶꅁꦼꚹꣃ꒣꣣ꚳ꒬ꖸꪺ꣺ꕎ쏶ꭙꅃ ꖭꛦꪺ곛깥쏶ꭙꭨ맯껸뙏ꛓꢥꅁꗍ겡꒤ꕩ꿠Ꙑ껉놵쒲Ꙩ뫘둃엩ꪺ뛇벽볒ꚡꅁ꙰ꖭ궱륱뗸둃엩ꅁꕈ뵵ꑗꪺ뱳ꝩ룪끔뛇벽샴맒ꅃ룪끔ꪺ뛇벽ꅁꗑ꧳덯둃엩Ꙑ껉꙳Ꙣ꧳껸뙏ꗍ겡샴맒꒤ꅁꙝꚹꕩ꿠Ꙣ덯뛇벽둃꒶뚡걹덱ꅃ꣒꙰ꅁꙢ륱ꑬꝇꝩ쓦꒤ꓞ끟볶꽐끑뷗ꪺ룜썄ꅁꕩ꿠ꚨ결띳뭄싸뭸꒤ꪺ녍썄돸뻉ꕄ썄ꅆꛓ롧륌띳뭄돸뻉ꪺꗳꅁꑝꦹꦹꙢ뫴룴샴맒꒤ꚨ결뫴꾸ꪺ끑뷗ꕄ썄ꅁ곆ꛜꚨ뵵ꑗ샴맒꒤뗪샀ꫀ롳ꪺ뺮뭅ꑏ뙱ꅃ ꗑ꧳꒣Ꙑ둃엩뚡꣣ꚳꑗ굺ꪺ꽓꧊ꅁꙝꚹꑀ귓궫굮ꪺ냝썄ꭋ걏ꅁ럭룪끔Ꙣ꒣Ꙑ둃엩뚡뛇벽떹껸뙏껉ꅁ둃엩뚡ꪺ뛇벽껄ꩇ걏ꝟ뱶암껸뙏맯꧳룪끔ꪺ덂뉺뭐Ꝑ쉟ꅈ꣒꙰ꅁꙢ뫴룴ꪺ륱ꑬꝇꝩ쓦륱ꑬ뙬ꗳ꒤ꅁ롧녠라걹뛇ꑀꑰ륄껸꺧ꅁꛓ덯ꑰ륄껸꺧Ꙣꖼ롧걤쏒ꪺꪬꩰꑕꅁꑝꦹꦹꚨ결뱶암껸뙏쇊뙒ꡍ떦ꪺ쏶쇤ꙝ꿀ꅃ 맪ꑗꅁ럭둃엩뚡꣣ꚳꑀꥷ땻ꯗꪺ덳떲ꕈ뱶암쏶ꭙ껉ꅁ쏶꧳뱳ꝩ떦늤ꪺ맪걉ꅁ꙰꛳녎뱳ꝩ껄ꩇꯘꗟꙢ덯볋ꪺ쏶ꭙꑗꅁ삳걏ꑀ뚵귈녯놴끑ꪺ쒳썄ꅃꙝꚹꅁ뫮Ꙙꓥ쑭꒤쏶꧳뱳ꝩ놡맒맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅁꕈ귉ꗎ뻉ꓞ껄ꩇꪺ왛쉉ꅁꖻ곣ꡳ뇽놴끑껸뙏Ꙣ둃엩뚡놵ꚬ룪끔껉ꅁ꣼꣬둃엩뱶암ꪺ뻉ꓞ껄ꩇ맯꣤뱳ꝩ룪끔덂뉺ꛦ결ꪺ뱶암ꅃ꣒꙰ꅁ껸뙏ꕩ꿠Ꙣ뛇닎둃엩꒤녯꣬꽓ꥷꙌ뙈ꅁꛓ덯볋ꪺꙌ뙈ꑝ뱶암ꑆ껸뙏Ꙣ뵵ꑗ둃엩맯꧳뱳ꝩ냓ꭾ룪끔ꪺꝐ쉟ꅃ륌ꕨꪺ뱳ꝩ뻉ꓞ껄ꩇ곛쏶곣ꡳꅁꥼꖼ끷맯덯볋ꪺ왛쉉뙩ꛦ곛쏶놴끑ꅃ ꕴꑀꓨ궱ꅁ뱶암껸뙏룪끔덂뉺ꛦ결ꪺꑀ뚵궫굮ꙝ꿀ꭋ걏꣤꽁ꑊ땻ꯗꪺ낪ꝃ(Holbrook and Hirschman, 1982; Park and Young, 1983; Park and Young, 1986; Celuch and Slama, 1993; Lee et al, 1999)ꅃꗧꝙꅁꙢ껸뙏꣣ꚳ꒣Ꙑ꽁ꑊ땻ꯗꪺ놡ꩰꑕꅁ꧒ꫭ뉻ꕘ꣓ꪺ룪끔덂뉺ꓨꚡ녎꒣곛ꙐꅃPetty et al. (1983)Petty and Cacioppo (1984)꧒뒣ꕘꪺꅵꯤꛒꕩ꿠꧊볒ꚡꅶ왛쉉ꅁꭨ결꽁ꑊ땻ꯗ깴늧ꪺ껄ꩇ뒣ꕘꑆ뮡ꧺꅃꙝꚹꅁꖻ곣ꡳ녎ꛒ뱻꣣ꚳ꒣Ꙑ꽁ꑊ땻ꯗꪺ껸뙏Ꙣ꣼꣬뱳ꝩ놡맒꒤뱳2-32
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꝩ엜꓆ꅂ끔꺧뙄ꡄꅂꕈ뻉ꓞ껄ꩇꪺ뱶암ꅁꣃ녎ꛒ뱻꒣Ꙑ꽁ꑊ땻ꯗꪺ껸뙏ꅁꙢ궱맯뭻ꪾ꧊ꕈ놡띐꧊ꪺ룪끔꣓랽껉ꅁ꧒ꫭ뉻ꕘꪺ룪끔덂뉺ꛦ결ꕈ돌닗ꪺ뱳ꝩ껄ꩇꅃ 덺륌맯꧳껸뙏꽓꧊ꅝ꽁ꑊ땻ꯗꅞꪺꑆ룑ꅁ뱳ꝩꕄ녎ꕩ껚뻚껸뙏ꪺ귓ꝏ꽓꧊덝군꒣Ꙑꅝ귓ꑈ꓆ꅞꪺ뱳ꝩꝥ뉻떦늤ꅁꛓꭄ꙰Ꙣ뛇닎륱뗸ꖭ궱둃엩꒤ꅁ뛈꿠끷맯ꑪꙨ볆껸뙏ꪺ믝ꡄ덝군덱뵌꧊ꪺ뱳ꝩ떦늤ꅃ덺륌뙗둃엩륱뢣둃꒶샴맒꒤껸뙏ꅂ룪끔ꅂꕈ둃엩뚡ꪺ꒬냊쏶ꭙꅁ뒣꣑끷맯껸뙏꽓꧊ꪺ뱳ꝩꝥ뉻ꓨꚡꅁ녎ꕩ륆꣬돌꣎ꪺ뱳ꝩ껄ꩇꅁꛓ덯ꑝ뛈Ꙣ뙗둃엩륱뢣둃꒶샴맒꒤ꓨ녯ꕈ륆ꚨꅃ 2-33
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 3. 곣ꡳ볒ꮬ뭐곣ꡳ낲뮡 ꖻ곣ꡳꕄ굮걏놴끑Ꙣ뵵ꑗ뱳ꝩꪺ샴맒꒤ꅁꙢ꒣Ꙑ뱳ꝩ놡맒ꪺ덝군ꑕꅁ껸뙏ꪺ뱳ꝩ냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃ럭껸뙏Ꙣ뵵ꑗꪺ샴맒꒤놵쒲꣬뱳ꝩ룪끔껉ꅁ꒣뷗뱳ꝩ걏ꕈ뻮둔ꓨꚡꅂ뱵ꕘꚡ뗸떡(pop-up windows)ꅂ걏ꕈꥷ꽂냊ꛬ롭ꪺꓨꚡ(watermark ads)ꝥ뉻ꅁ둎껸뙏맯꧳뱳ꝩ룪끔ꪺ놵쒲ꕈ뱳ꝩ껄ꩇꛓꢥꅁ녎꣼꣬껸뙏맯꧳뱳ꝩ룪끔덂뉺ꪺ냊뻷(MacInnis and Jaworski, 1989; MacInnis et al., 1991)꣤맯꧳냓ꭾꪺ꽁ꑊ땻ꯗ꧒뱶암ꅃꙢ껸뙏꣣ꚳ걙뫘땻ꯗꩠ띎ꕈ뉺룑ꪺꭥ뒣낲덝ꑕ(Cacioppo and Petty, 1989)ꅁꅵꯤꛒꕩ꿠꧊볒ꚡꅶ걏녠덑ꗎ꧳룑쓀귓ꑈ룪끔덂뉺ꛦ결ꪺ뉺뷗ꅁꗧ녠덑삳ꗎ꧳껸뙏ꛦ결ꪺ뱳ꝩ랾덱ꑗꅃ 낣ꑆ껸뙏ꖻꢭ쏶꧳뱳ꝩ냓ꭾꪺ꽁ꑊ땻ꯗ낪ꝃꅁꝥ뉻뱳ꝩ룪끔ꪺ놡맒Ꙣ뱳ꝩ껄ꩇꪺ놴끑꒤ꗧ면ꑆ궫굮ꢤꛢꅝ꙰Goldberg and Gorn, 1987; Schumann et al., 1990; Haugtvedt et al., 1994; Stafford and Day, 1995; 슲ꧺ귵ꅁ1999; 뾽ꟓ녪ꅁ1999ꅞꅃ둎뱳ꝩ놡맒ꛓꢥꅁ덺륌뱳ꝩ놡맒꒤뱳ꝩꝥ뉻떦늤ꪺ덝군ꅁꕩꕈꅵ떦늤꧊ꅶꙡ엽껸뙏녍ꩠꙢ늣ꭾ꽓ꥷ쓝꧊ꕜ꿠ꅁ덺륌꽓ꥷꝥ뉻ꓨꚡꪺ덝군ꅁ뛇륆꒺ꝴꪺ뱳ꝩ끔꺧ꅃꕈ뱳ꝩ엜꓆ꛓꢥꅁ꣤ꗘꪺꙢ덺륌뱳ꝩ궫뷆륆꣬ꕛ뉠껸뙏끏뻐ꪺꗘꪺ(Rethans et al., 1986)ꅁꗧꝙ덺륌궫뷆ꝥ뉻껉띦끴ꪺ엜꓆껄ꩇꅁꕩꕈ쇗ꝋ껸뙏ꙝ궫뷆놵쒲곛Ꙑ룪끔띐꣬립럐ꅁꙝꛓ궰ꝃ뱳ꝩꪺ뮡ꩁ껄ꩇꅁ곆ꛜ꣏뱳ꝩ맯꧳껸뙏늣ꗍ굴궱Ꙍ뙈ꅃ ꕴꕾꅁ뱳ꝩꪺ끔꺧뙄ꡄꭙ덺륌꒣Ꙑꪺ뙄ꡄꓨꚡꅁꝬꓞ껸뙏Ꙣ뭐뱳ꝩ놵쒲껉녎땊쉉뗛궫꧳냓ꭾ꽓꧊ꪺ뗻ꓱꅁ덺륌꙰띎쏑멁ꪺ뱳ꝩꓞ땯껸뙏놡띐ꑗꪺ삳ꅁꙝꛓꕛ뉠맯꧳뱳ꝩꪺꙌ뙈ꅃꙢꓥ쑭놴끑ꑀ론꒤뒣ꅁ끷맯꒣Ꙑꪺ늣ꭾ꽓꧊ꅁ륂ꗎ꒣Ꙑꪺ뙄ꡄ떦늤ꕩꕈ뒣낪뱳ꝩꪺ껄ꩇꅃꙐ껉ꅁꙢ껸뙏맯꧳늣ꭾ꽁ꑊ땻ꯗ꒣Ꙑꪺ놡ꩰꑕꅁꗑ꧳룪끔덂뉺ꓨꚡꪺ깴늧ꅁ끔꺧뙄ꡄ떦늤ꑝ녎맯꧳껸뙏늣ꗍ꒣Ꙑꪺ뱶암(Petty and Cacioppo, 1984; Singh and Dalal, 1999)ꅃꙝꚹꅁ엣땍럭뱳ꝩꕄꙢ3-1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뱳ꝩ놡맒ꪺ덝군ꑗꅁ끷맯꣣ꚳ꒣Ꙑ룪끔덂뉺꽓꧊ꪺ껸뙏ꅁ굙뇄ꗎ꒣Ꙑꪺ뙄ꡄ떦늤ꅁ껸뙏돌닗룪끔덂뉺떲ꩇꅝ뱳ꝩ껄ꩇꅞ녎라ꚳ꧒깴늧ꅃ굙꿠놴ꡳꕘ끔꺧뙄ꡄ떦늤뭐껸뙏룪끔덂뉺꽓꧊꒧뚡ꪺ쏶ꭙꅁ녎ꚳꝕ꧳뱳ꝩꕄ덝군ꕈ뇀ꕘꟳꚳ껄ꪺ뱳ꝩ겡냊ꅁꟳ뙩ꑀꡂꑝ삳ꚳꕩ꿠뇀ꕘ끷맯귓ꑈ꓆ꪺ뱳ꝩ떦늤ꅃ Ꙣ뱳ꝩ놡맒꒤ꕴꑀ뚵뱶암껸뙏뱳ꝩ룪끔덂뉺ꪺ걏둃엩ꪺ뻉ꓞ껄ꩇꅃ뻉ꓞ껄ꩇꭙꗑ꧳껸뙏Ꙣꓩ녠ꗍ겡꒤룪끔ꪺ꣓랽늳ꙨꅁꙝꚹꙢ놵쒲뵵ꑗ뱳ꝩ껉ꅁ맪ꑗꕩ꿠꣼꣤ꖦ둃엩꒤뭐룓뱳ꝩ곛쏶룪끔꧒늣ꗍ꽓ꥷꙌ뙈ꪺ뱶암ꅁ덹ꚨꚹ껉맯뱳ꝩ꒣Ꙑꪺ띐꣼ꅃꗧꝙꅁ껸뙏Ꙣ쉳쓽뵵ꑗ뱳ꝩ껉ꅁꗽꭥꙢ꣤ꖦ놡맒꒤ꪺ놵쒲ꅝ꙰덺륌륱뗸ꖭ궱둃엩ꅞꅁꕩ덑뗸결걉꒩꣫뽅ꪺ쓝꧊쏾ꮬꅝꢣꓥ쑭놴끑닄론ꅞꅁꣃ녎라뱶암껸뙏맯꧳ꯡ쓲띳뙩룪끔ꅝ뵵ꑗ샴맒ꪺ뱳ꝩ쉳쓽ꅞꪺ룪끔덂뉺ꅃ덯볋ꪺ뱶암쏶ꭙ맪ꑗ맯뵵ꑗ뱳ꝩꛓꢥꅁꗧꕩ덑뗸결ꑀ뫘ꅵ둃엩띦끴떦늤ꅶꪺ뻷라ꅁ덺륌꒣Ꙑ둃엩ꑗ뱳ꝩ떦늤ꪺ덝군뭐띦끴ꅁ녎ꕩ녪꓆뱳ꝩꕄ뇽걉꒩껸뙏ꪺ뮡ꩁ껄ꩇꙌ뙈ꅃ 땍ꛓꅁ끷맯꒣Ꙑ쏾ꮬꪺ껸뙏ꅁ뇽덺륌둃엩꧒걉꒩ꪺ뻉ꓞ껄ꩇꑝ삳ꚳ꧒깴늧ꅁꕈ끴Ꙙ껸뙏ꪺ룪끔덂뉺꽓꧊ꅃ꣒꙰ꅁ굙껸뙏뛉Ꙗ꧳ꅵꯤꛒꕩ꿠꧊볒ꚡꅶ꒤ꥐ쏤룴뵵ꪺ덂뉺ꓨꚡꅁꭨꙢ뻉ꓞ떦늤ꪺ덝군ꑗꅁ굙꿠ꕛ녪껸뙏쏶꧳띐꧊뱨궱ꪺ뙄ꡄꅁ삳라녯꣬룻ꙮꪺ뱳ꝩ껄ꩇꅃꗧꝙꅁ끷맯껸뙏ꖻꢭ룪끔덂뉺ꛦ결꽓꧊맯꧳꧒놵ꚬ뱳ꝩ룪끔ꪺ뱶암ꅁ뻉ꓞ떦늤ꪺ덝군삳라ꚨ꒣Ꙑ땻ꯗꪺ뱳ꝩ껄ꩇꅃ덯볋ꪺ왛쉉맯꧳뱳ꝩꕄ곣ꡳꚳꑀꥷ땻ꯗꪺ궫굮꧊ꅁꑀꓨ궱맯꧳껸뙏룪끔덂뉺ꛦ결ꚳꟳ뙩ꑀꡂꪺ놴끑뭐ꑆ룑ꅁꕴꑀꓨ궱ꑝꣳꝕꙢ맪냈ꑗꟳꚳ껄ꙡ뙩ꛦ뱳ꝩ겡냊ꕈꯅ뛇떦늤ꪺ덗릺뭐덝군ꅃ Ꙣꖻ곣ꡳ꒤ꅁ맯꧳껸뙏룪끔덂뉺꽓꧊녎ꕈ껸뙏맯꧳뱳ꝩ냓ꭾꪺ꽁ꑊ땻ꯗꕛꕈ둹굺ꅁꣃꕈꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉룑쓀껸뙏ꪺ꽁ꑊ꽓꧊맯꧳뱳ꝩ룪끔덂뉺ꪺ뱶암ꅃ껚뻚ꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉ꅁ뱳ꝩ룪끔ꕈ껸뙏꽁ꑊ꒧뚡걏ꚳ걙뫘빁끴쏶ꭙ꙳Ꙣꪺꅃ끷맯껸뙏꽓꧊ꕈ돟ꙮ뒣꣑귓꧊꓆ꪺ뱳ꝩ떦늤ꅁ걏Ꙣ3-2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뙗둃엩륱뢣둃꒶샴맒꒤ꑾ녯ꕈ맪뉻ꅁꑝ걏덯뫘띳뾳뵵ꑗ둃엩ꪺ꽓꧊ꅃꙢꑕ궱ꪺ뵧둔꒤ꅁ녎ꕈ륌ꕨꓥ쑭꒤ꪺ뉺뷗왛쉉ꕈ곣ꡳ떲ꩇ결냲슦ꅁ뇀뻉ꖻ곣ꡳꕄ굮ꪺ곣ꡳ낲뮡ꅃ . 곣ꡳ낲뮡 ꖻ론꒤녎뮡ꧺꖻ곣ꡳ꒧곣ꡳ낲뮡ꅁꙀ꓀결ꕼꑰ론ꅃ론뮡ꧺ꽁ꑊ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃꛜ론ꭨꗑ꽁ꑊ뉺뷗꒤ꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ냲슦ꅁ꓀ꝏ뮡ꧺ뱳ꝩ엜꓆떦늤ꅂ끔꺧뙄ꡄ떦늤ꅂꕈ뻉ꓞ껄ꩇ맯꧳껸뙏냓ꭾ꽁ꑊ뭐뱳ꝩ껄ꩇ뚡쏶ꭙꪺ뷕론뱶암ꅃ . 꽁ꑊꪺ뱶암 꽁ꑊ걏ꑀ뚵뭐귓ꑈ냊뻷ꚳ쏶ꪺ멣꧀ꅁ꣼귓ꑈ믹귈ꕈ믝ꡄ꧒뱶암(Zaichkowsky, 1994)ꅃ뺨뫞덑삳ꗎꙢ꒣Ꙑꪺ믢냬꒤ꅁꑀ꿫ꛓꢥꅁ낪꽁ꑊ땻ꯗꕎꫭꑆ룻낪ꪺ귓ꑈ곛쏶꧊(Greenwald and Leavitt, 1984)ꅃꙢZaichkowsky (1985)ꪺ곣ꡳ꒤ꅁꭋ녎꽁ꑊꥷ롱결ꅵ귓ꑈ냲꧳꒺Ꙣ믝ꡄꅂ믹귈ꅂꕈ뾳뷬ꅁ맯꧳꽓ꥷꪫꗳ꧒띐꣼ꪺ곛쏶꧊ꅶ(p. 342)ꅃ둎꽁ꑊꪺ랧꧀ꛓꢥꅁ꽁ꑊꪺ땻ꯗꕎꫭꑆ귓ꑈ맯꧳꽓ꥷ쒳썄ꅂꗳꅂꪫꭾ꧒띐꣼ꪺ곛쏶꧊궫굮꧊ꅁꙝꚹ럭끷맯꽓ꥷ끔꺧룪끔띐꣼ꪺ곛쏶꧊궫굮꧊곛맯룻낪껉ꅁ귓ꑈ녎라ꑊ룻Ꙩꪺꩠ띎ꑏꅁꕈ룻뉠ꑊꙡ덂뉺룪끔꒺깥(Greenwald and Leavitt, 1984; Park and Young, 1986)ꅃ 껚뻚뻇맯꧳꽁ꑊꪺ왛쉉ꅁꕈ냓ꭾ뱳ꝩꛓꢥꅁ럭껸뙏맯꧳룓냓ꭾ꣣ꚳ룻낪ꪺ꽁ꑊ땻ꯗꅁꕎꫭ껸뙏냲꧳ꖻꢭꪺ믝ꡄ믹귈믝굮ꅁ맯꧳룓냓ꭾꪺ곛쏶룪끔라ꚳ룻ꑪꪺ덂뉺깥뙱ꅁꙐ껉ꅵ띐꣼ꪺ곛쏶꧊ꅶꗧ라룻낪ꅃꙝꚹꅁ맯꧳곛Ꙑ끔꺧ꪺ놵ꚬꅁ낪냓ꭾ꽁ꑊꪺ껸뙏삳라ꩠ룻Ꙩꪺꩠ띎ꑏ뭐룪끔덂뉺꿠ꑏ꧳끔꺧덂뉺ꅃKrugman (1965; 1967)ꭋꕘꅁ쁈뗛귓ꑈ꽁ꑊ땻ꯗꪺ꒣Ꙑꅁ껸뙏Ꙣ꣤쇊뙒ꡍ떦3-3
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 걹땻맯꧳랾덱ꪺ덂뉺ꪺ뱳꩸땻ꯗ(extensiveness)뎣녎ꫭ뉻ꕘ곛럭땻ꯗꪺ깴늧ꅃꭥ꙰뙩ꛦ꒣Ꙑꭾ땐ꓱ룻껉꧒ꛒ뱻ꪺ쓝꧊볆ꗘꅂ뿯뻜륌땻ꪺ땵ꅂꕈ륆꣬돌ꑪꑀꥷ땻ꯗ꒧몡띎ꯗꪺ띎쑀ꅆꯡꭨ꙰룪끔띪둍ꪺ땻ꯗꅂ맯꧳뱳ꝩꪺ놵꣼ꯗꅂꕈꙢ놵쒲룪끔듁뚡꧒늣ꗍ뭻ꪾ삳ꪺ볆뙱ꕈ멁ꅃLaurent and Kapferer (1985)ꗧ끷맯꽁ꑊꪺ꽓꧊ꕘꅁ낪꽁ꑊꪺ껸뙏삳라ꫭ뉻ꕘꕄ냊뽮랥ꪺ띪둍ꅂ뱳꩸뿯뻜ꪺ륌땻ꅂꕈꕄ냊ꪺ룪끔덂뉺떥ꛦ결ꅃ꒧ꅁ맯꧳ꝃ꽁ꑊꪺ껸뙏ꛓꢥꅁ룻꒣라ꫭ뉻ꕘ덯쏾ꛦ결꽓뱸ꅃ ꙝꚹꅁ껚뻚뻇맯꧳꽁ꑊꪺ룑쓀ꅁꙢ뱳ꝩ쉳쓽놡맒꒤ꅁ럭껸뙏꣣ꚳ룻낪ꪺ꽁ꑊ땻ꯗ껉ꅁ삳라ꩠ곛맯룻Ꙩꪺ룪랽꧳뱳ꝩ룪끔ꪺ덂뉺ꅃ땍ꛓꅁ맯꧳ꝃ꽁ꑊꪺ껸뙏ꛓꢥꅁꙢ궱맯뱳ꝩ꧒ꝥ뉻ꪺ뱳ꝩ룪끔껉ꅁꗑ꧳ꝃ꽁ꑊꪺ꽓꧊ꅁꙝꚹꩠ꧳뱳ꝩꕈ냓ꭾ룪끔ꪺꩠ띎ꑏ라곛맯룻ꓖꅁꙝꛓ꣏녯끔꺧뉺룑꣼궭ꅁꗧꝙ꒣ꕈ뉠ꑊꪺꓨꚡ뙩ꛦ룪끔덂뉺ꅃꙢꚹꅵ꽂꩸ꅶ(superficial)ꪺ룪끔덂뉺ꓨꚡꑕꅁ껸뙏ꙝ놵쒲룪끔꧒ꫭ뉻ꕘꪺ뭻ꪾ삳ꑝ라곛맯룻ꝃꅁꗧꝙ꣏뱳ꝩ룪끔뭐덑뇒땯꒧ꯤꛒ꿠ꑏ뚡ꪺ덳떲쏶ꭙ엣녯룻결띌깺(Park and Young, 1986)ꅃ Craik and Lockhart (1972)ꕘꅁ끏뻐ꪺꚨ걏ꗑ꧳끷맯놵쒲꣬ꪺ꣫뽅꯹쓲꓀꩒ꛓ늣ꗍꪺ떲ꩇꅃꙐ껉ꅁ덂뉺뙖뉠ꑊꅁ꧒ꚨꪺ끏뻐Ꙍ뙈뭐ꭏ꽤껉뚡ꑝ녎뙖꯹ꑛꅃLeong et al. (1996)ꗧꕘꅁꓱ룻ꕈ뭹띎결ꕄꕈꕈ띐쒱결ꕄꪺ뱳ꝩꅁꭥ라ꙝ껸뙏ꑊꑆ룻Ꙩ룪랽뙩ꛦ덂뉺ꅂ뉺룑ꅂꕈꯤꛒꅁꙝꛓ늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅁꗧꝙ라ꚳ룻녪ꪺ끏뻐ꅃꗧꝙꅁ럭꽁ꑊ덑뗸결ꅵ귓ꑈ냲꧳꒺Ꙣ믝ꡄꅂ믹귈ꅂꕈ뾳뷬ꅁ맯꧳꽓ꥷꪫꗳ꧒띐꣼ꪺ곛쏶꧊ꅶ껉ꅁ낪꽁ꑊꝙꕎꫭꑆ귓ꑈꙢ놵ꚬ꣬ꕾ곉룪끔ꪺ꣫뽅껉ꅁ냲꧳귓ꑈ맯꧳룓뚵꣫뽅ꅝ뱳ꝩ룪끔ꪺ뿩ꑊꅞ룻낪ꪺ믝ꡄꅂ뾳뷬ꅂ궫굮꧊ꅁꙝꚹ라곛맯ꑊ룻Ꙩ룪랽뙩ꛦ룪끔ꪺ덂뉺ꅁ뙩ꛦꕝ걁룪끔띪둍ꅂꓱ룻ꅂꯤꛒ떥뭻ꪾ륌땻ꅃꗑ꧳ꑊꑆ룻Ꙩ룪랽뙩ꛦ뱳ꝩ룪끔ꪺ덂뉺ꕈ꓀꩒ꅁꙝꚹ곛룻꧳ꝃ꽁ꑊꅁ낪꽁ꑊꪺ껸뙏맯꧳룓뚵뱳ꝩ삳라ꚳ룻뉠ꪺꙌ뙈ꅁꣃꫭ뉻꧳맯룓뚵뱳ꝩꪺ끏뻐껄ꩇꑗꅃ 3-4
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꙝꚹꅁ둎뵵ꑗ샴맒ꪺ뱳ꝩ쉳쓽ꛦ결ꛓꢥꅁ럭맯꧳꽓ꥷ냓ꭾ꣣ꚳ낪꽁ꑊ땻ꯗꪺ껸뙏꧳뫴궶뚡쉳쓽껉ꅁ쏶꧳뱳ꝩ냓ꭾꪺ놵쒲ꅁꗑ꧳뱳ꝩ냓ꭾ맯룓껸뙏ꛓꢥ꣣ꚳ룻낪ꪺ궫굮곛쏶꧊ꅁꙝꚹꙢ쉳쓽ꪺ륌땻꒤ꅁ맯꧳룓뚵뱳ꝩ삳라ꩠ룻Ꙩꩠ띎ꑏ뙩ꛦ뱳ꝩ룪끔ꪺ쉞꣺ꕈꯤꛒꅃꚹ껉ꅁ곛룻꧳ꝃ꽁ꑊꪺ껸뙏ꅁ낪꽁ꑊꪺ껸뙏맯꧳놵ꚬꪺ뫴룴뱳ꝩ룪끔녎라늣ꗍ룻뉠ꪺ끏뻐껄ꩇꅃꗧꝙꅁꗑ꧳ꖻꢭ맯꧳뱳ꝩ냓ꭾꪺ낪꽁ꑊ꽓꧊ꅁ꣏껸뙏맯꧳곰엣ꪺ샴맒꣫뽅ꅝꗧꝙ뵵ꑗ샴맒꒤ꪺ뫴궶뱳ꝩꅞ늣ꗍ룻Ꙩꪺ뉺룑뭐ꯤꛒ(Celsi and Olson, 1988)ꅁ뻉교껸뙏쏶꧳ꅵ뭻ꪾ꣬뱳ꝩꪺ꙳Ꙣꅶꕈꅵ맯뱳ꝩ룪끔꒺깥ꪺ끏뻐ꅶꪺꙌ뙈ꗧ녎룻뉠ꅃ 껚뻚ꑗ굺왛쉉ꕈ끑뷗ꅁꖻ곣ꡳ뒣ꕘ낲뮡ꑀꅇ ꅩ낲뮡ꑀꅪꙢ꒣Ꙑꪺ냓ꭾ꽁ꑊ땻ꯗꑕꅁ낪꽁ꑊ껸뙏맯뱳ꝩꪺ끏뻐껄ꩇꅁ라룻ꝃ꽁ꑊꪺ껸뙏결꣎ꅃ . 뱳ꝩ엜꓆떦늤ꪺ뷕론껄ꩇ Vakratsas and Ambler (1999)녎궫뷆꧊뗸결뱳ꝩ맯껸뙏꧒늣ꗍꪺꑀ뫘뿩ꑊꅝꢣ맏2-5ꅞꅁ덺륌껸뙏맯꧳뱳ꝩ룪끔ꪺ덂뉺ꅁꓞ땯껸뙏ꪺꙞ삳ꅃ끷맯뱳ꝩ궫뷆꧊ꪺ껄ꩇꅁRethans et al. (1986)ꕘ럭륱뗸벽꧱ꪺ냓띾뱳ꝩ궫뷆ꕘ뉻껉ꅁ껸뙏맯꧳룓뱳ꝩꪺꙞ뻐껄ꩇꑝ라쁈꒧뱗ꕛꅃSingh and Rothschild (1983)ꗧꕘꅁ뻇닟껄ꩇ라쁈뗛뱳ꝩ궫뷆ꛓ뒣낪ꅃ 뺨뫞뱳ꝩ궫뷆라녡떹껸뙏룻꣎ꪺꙞ뻐껄ꩇꕈ맯꧳뱳ꝩ룪끔ꪺꙌ뙈ꅁ뻇ꗧꕘ뱳ꝩꪺ궫뷆ꕘ뉻Ꙣ뙗륌ꑀꥷ땻ꯗ꒧ꯡꅁꛓꕩ꿠꣏녯귬ꖻꪺꖿꙖ껄ꩇ궰ꝃꅁ곆ꛜ꣏녯껸뙏맯뱳ꝩꪺ멁ꯗ덶몥둣꓆(Calder and Sternthal, 1980; Rethans et al., 1986; Kirmani, 1997)ꅃ결쇗ꝋ궫뷆꧊덹ꚨ ∩ ꮬꪺ꿓띬껄ꩇ(wearout effects)ꅁꙢ뱳ꝩ궫뷆ꝥ뉻껉ꕛꑊ엜꓆ꅁꕩ궰ꝃ껸뙏ꙝ궫뷆놵꣼곛Ꙑ뱳ꝩ룪끔ꛓ늣ꗍꪺ립3-5
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 럐(McCullough, 1974; Gorn and Goldberg, 1980; Burnkrant and Unnava , 1987; Schumann et al., 1990)ꅃ ꛓꙢ뱳ꝩ엜꓆떦늤ꪺ뇄ꗎꑗꅁꗑ꧳뱳ꝩ떦늤ꖻꢭꕩ꿠뱶암껸뙏꧒띐꣼꣬ꅵ뭐늣ꭾ곛쏶룪끔ꅶꪺꙨ맨ꅁꙢ궫뷆놵ꚬ뱳ꝩꪺ륌땻꒤뮤꣏껸뙏녎땊쉉뗛궫Ꙣ뱳ꝩꪺ꽓ꥷ뎡ꗷ(Haugtvedt et al., 1994)ꅁꙝꚹ껚뻚껸뙏ꪺ꽓꧊낾ꙮꅁ꒣Ꙑꪺ뱳ꝩ엜꓆떦늤녎라늣ꗍ꒣Ꙑꪺ뱳ꝩ껄ꩇꅃ꣒꙰ꅁHaugtvedt et al. (1994)ꝙꕘꅁ껸뙏Ꙣ꒣Ꙑ땻ꯗꪺ냊뻷ꑕꅁ뛉Ꙗ꧳ꕈ꒣Ꙑꢤꯗꛛ뱳ꝩ꒤ꚨ쏶꧳룓뱳ꝩ냓ꭾꪺ뗻믹Ꝑ쉟ꅃꙝꚹꅁ끷맯꒣Ꙑꪺ껸뙏ꅁ덺륌뱳ꝩ엜꓆떦늤ꪺ륂ꗎ녎ꕩꚳ껄ꙡ륆꣬뛇뮼뱳ꝩ끔꺧ꪺ껄ꩇꅁꣃꕛ뉠껸뙏맯꧳뱳ꝩ냓ꭾꪺꖿ궱Ꙍ뙈ꅃ ꗧꝙꅁ끷맯껸뙏꽓꧊ꪺ깴늧ꅁ굙꿠뒣꣑빁끴ꪺꪺ뱳ꝩ엜꓆떦늤ꅁꑀꓨ궱꒣뛈ꕩ덺륌궫뷆ꕈ엜꓆ꪺ뱳ꝩ룪끔륆꣬ꕛ뉠Ꙍ뙈ꪺꗘꪺꅁꕴꑀꓨ궱ꑝꗑ꧳덯볋ꪺ엜꓆떦늤결껸뙏꧒놵꣼뭐앷ꫯꅝ뗸꣤맯룓뱳ꝩ냓ꭾꪺ뱳ꝩ룪끔덂뉺닟꧊ꛓꥷꅞꅁꙝꚹ삳ꕩ륆꣬룻꣎ꪺ뱳ꝩ껄ꩇꅃ꣒꙰ꅁSchumann et al. (1990)ꕘ륌ꕨ쏶꧳뱳ꝩ궫뷆꧊ꕩꕛ녪뮡ꩁ껄ꩇꪺ곣ꡳꅁ뎡ꗷ걏ꗑ꧳껸뙏맯꧳뱳ꝩ냓ꭾ맪뷨꒺깥ꪺ덂뉺룻Ꙩꅁꛓ뎡ꗷꭨ걏ꗑ꧳껸뙏맯꧳뱳ꝩꖿ궱뵵꿁ꅝ꙰꣣Ꝭꓞꑏꪺ냓ꭾꕎꢥꑈꅞ놵쒲룻Ꙩ꧒뻉교ꅁ엣ꗜ꒣Ꙑ쏾ꮬꪺ뱳ꝩ떦늤맯꧳꒣Ꙑ껸뙏늣ꗍꪺ껄ꩇꗧ꒣Ꙑꅃ 쏶꧳뱳ꝩ궫뷆ꕘ뉻ꪺ엜꓆떦늤ꅁSchumann et al. (1990)녎꒧꓀결ꅵ맪뷨꧊엜꓆ꅶꕈꅵ룋릢꧊엜꓆ꅶ꣢뫘떦늤ꅃ꙰ꓥ쑭놴끑론꧒굺ꅁ룋릢꧊엜꓆떦늤띎Ꙣ꒣Ꙑꪺ뱳ꝩꝥ뉻꒤ꅁ끷맯ꕎꢥꑈꅂꪩ궱ꝥ뉻ꓨꚡꅂꕈꙌ꣪멁떥ꓨ궱ꪺ엜꓆ꅁꣃꖼ엜뱳ꝩ끔꺧꒺깥ꅃ껚뻚Schumann et al. (1990)ꪺ왛쉉ꅁ룋릢꧊엜꓆ꪺ썄ꟷꣃ꒣ꕎꫭ냓ꭾꖻꢭ쓝꧊ꅁꕂ맯꧳뗻꛴냓ꭾ쁵Ꙉꛓꢥꑝꭄꖲ믝ꅃ곛맯ꙡꅁ맪뷨꧊엜꓆떦늤ꭨꙢ꒣Ꙑꪺ뱳ꝩꝥ뉻꒤ꅁ끷맯뱳ꝩ끔꺧꒺깥ꕛꕈ엜꓆ꅁ엜꓆꒺깥ꣃ꒣ꕝ걁룋릢꧊ꪺ쓝꧊ꅃ Petty et al. (1983)ꕈPetty and Cacioppo (1984)ꪺꅵꯤꛒꕩ꿠꧊볒ꚡꅶꕘꅁ둎뱳ꝩꝥ뉻ꓨꚡꛓꢥꅁ덺륌꒣Ꙑꪺ륌땻덾깼ꞡꕩꚨꖿ궱ꪺ뱳ꝩ뮡ꩁ껄ꩇꅃ껚3-6
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뻚ꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉ꅁ꒤ꖡ뵵꿁ꪺ륂ꗎ꣏껸뙏맯꧳냓ꭾ쓝꧊ꚳ룻뉠ꪺꯤꛒ뇀뉺ꅆꥐ쏤뵵꿁ꪺ륂ꗎꭨ꣏껸뙏녎뱳ꝩ꧒뒣꣑ꪺ띐쒱뵵꿁뭐ꛛꢭꪺ멁ꯗ떲Ꙙꅁꙝꛓꚨꖿ궱ꪺ뮡ꩁ껄ꩇꅁꛓ꒤ꖡꥐ쏤뵵꿁빁ꗎꪺ놡ꩰꅁꭨ뗸껸뙏맯꧳룓뱳ꝩ냓ꭾꪺ꽁ꑊ땻ꯗ낪ꝃꛓꥷꅇ낪꽁ꑊ끴Ꙙ꒤ꖡ뵵꿁ꪺ뒣꣑ꅁꕈꝃ꽁ꑊ끴Ꙙꥐ쏤뵵꿁ꪺ뒣꣑ꅁꞡ라꣏뱳ꝩ늣ꗍꖿ궱ꪺ껄ꩇꅃ 맪ꑗꅁꕈꅵꯤꛒꕩ꿠꧊볒ꚡꅶ왛쉉결냲슦ꅁ맪뷨꧊ꕈ룋릢꧊ꪺ엜꓆꓀ꝏꝙ꙰꒤ꖡꕈꥐ쏤뵵꿁ꅁ쁈뗛껸뙏맯꧳냓ꭾ꽁ꑊ땻ꯗ낪ꝃ덂뉺룪끔ꪺ냊뻷녪깺ꅁꛓ라ꚳ꒣Ꙑꪺ껄ꩇꅃ럭껸뙏맯꧳꽓ꥷ냓ꭾ쓝꧳낪꽁ꑊ뇚롳ꅁ엣ꗜ룓껸뙏꣣ꚳ룻낪ꪺ냊뻷ꕂ꣣ꚳ꿠ꑏꯤꛒ뱳ꝩ꒤ꪺ냓ꭾ곛쏶끔꺧ꅁꚹ껉굙떹꒩맪뷨꧊ꪺ뱳ꝩ엜꓆ꝥ뉻ꅁ껸뙏녎라덺륌맯꧳늣ꭾ쁵Ꙉꪺꯤꛒꅁꚨ쇊뙒ꡍ떦ꅃ맯꧳ꝃ꽁ꑊ뇚롳ꪺ껸뙏ꛓꢥꅁꗑ꧳꣤냊뻷맯꧳뱳ꝩ냓ꭾꖻꢭꪺꯤꛒꝐ쉟꿠ꑏ뭐띎쑀룻ꝃꅁꙝꚹ꣤쇊뙒ꡍ떦룻꧶꣼꣬뱳ꝩꝥ뉻놡맒ꪺ뱶암ꅁ꙰늣ꭾꕎꢥꑈ(Petty et al., 1983; Singh and Dalal, 1999)굉뒺궵볖(Park and Young, 1986)떥ꅃ ꗧꝙꅁ굙끷맯껸뙏뱳ꝩ룪끔덂뉺꽓꧊ꕛꕈ덝군뱳ꝩꝥ뉻떦늤ꅁ녎ꕩ륷듁ꙝ뱳ꝩꝥ뉻뭐껸뙏룪끔덂뉺꽓꧊ꪺ빁끴ꅁꙝꛓꝥ뉻ꕘ룻꣎ꪺ뱳ꝩ껄ꩇ(Schumann et al., 1990; Haugtvedt et al., 1994)ꅃ끷맯꣣ꚳ낪냓ꭾ꽁ꑊ땻ꯗꪺ껸뙏떹꒩맪뷨꧊엜꓆ꅝ꒤ꖡ룴깼ꅞꪺ뱳ꝩꝥ뉻ꓨꚡꅁꕈ끷맯ꝃ냓ꭾ꽁ꑊ땻ꯗꪺ껸뙏떹꒩룋릢꧊엜꓆ꅝꥐ쏤룴깼ꅞꪺ뱳ꝩꝥ뉻ꓨꚡꅁꞡ라ꙝ룓ꭨ뱳ꝩ꧒뒣꣑ꪺ룪끔몡ꢬꑆ껸뙏룪끔덂뉺ꪺ믝ꡄꅁ꣏녯뱳ꝩ맯껸뙏ꛓꢥ꣣ꚳ룻뉠ꪺ끏뻐껄ꩇꅁꕈ늣ꗍ룻꣎ꪺ뱳ꝩ멁ꯗꅝ꙰Schumann et al., 1990ꅞꅃ 뱳ꝩ엜꓆Ꙣ뵵ꑗ샴맒꒤ꪺ삳ꗎꅁ녠ꢣꪺꑀ뫘떦늤ꭋ걏덺륌뻮둔뱳ꝩꪺꝥ뉻ꓨꚡꅁꕈ궫뷆냊땥ꪺꓨꚡꝥ뉻ꅃꙝꚹꅁ냲꧳ꑗ굺끑뷗ꅁꙢ뵵ꑗ뱳ꝩ샴맒꒤덺륌뱳ꝩ엜꓆떦늤ꪺ륂ꗎꅁ삳ꕩ맯꧳꒣Ꙑ꽓꧊껸뙏늣ꗍ꒣Ꙑꪺ뱳ꝩ껄ꩇꅁꙝꚹꖻ곣ꡳ뒣ꕘ낲뮡ꑇꅇ 3-7
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ낲뮡ꑇꅪꙢ꒣Ꙑꪺ뱳ꝩ엜꓆떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꪺ뱶암라ꚳ깴늧ꅇ (1) 둎맪뷨꧊엜꓆ꪺ뱳ꝩꛓꢥꅁ맯낪꽁ꑊ껸뙏ꪺ뱳ꝩ껄ꩇ라룻낪ꅆ (2) 둎룋릢꧊엜꓆ꪺ뱳ꝩꛓꢥꅁ맯ꝃ꽁ꑊ껸뙏ꪺ뱳ꝩ껄ꩇ라룻낪ꅃ ꕈ맏ꫭꗜ뱳ꝩ엜꓆떦늤맯껸뙏꽁ꑊ땻ꯗꕈ뱳ꝩ껄ꩇ뚡쏶ꭙꪺ뷕론뱶암ꅁꭨꕩꗑ맏3-1ꪺ쏶ꭙ꧒ꗜꅃ맏꒤ꪺꅵ+ꅶ뢹ꫭꗜ껸뙏꽁ꑊ땻ꯗꙢ꽓ꥷ뱳ꝩ엜꓆떦늤ꑕꅁ맯꧳뱳ꝩ껄ꩇꪺ뱶암결ꖿꙖꪺ뒣ꅁꅵ?ꅶ뢹ꭨꫭ뱳ꝩ엜꓆떦늤ꣃ때꽓ꥷꪺ뷕론뱶암ꅃ 뱳ꝩ엜꓆ 맪뷨꧊ 룋릢꧊ 꽁낪 + ? ꑊ ꝃ ? + 맏3-1ꅇ뱳ꝩ엜꓆떦늤ꪺ뷕론Ꝁꗎ . 끔꺧뙄ꡄꪺ뷕론껄ꩇ 뱳ꝩ끔꺧띎롧ꗑ뱳ꝩ놵쒲뛇뮼꒩껸뙏ꪺ룪끔ꅁ꙰쏶꧳늣ꭾꪺ둹굺ꅂ쏶꧳뱳ꝩ겡냊ꪺ뮡ꧺꅂꕈ뱳ꝩꓥ껗ꪺ벶뱧떥ꅁꞡꕩ뗸결결뱳ꝩ끔꺧ꪺꝥ뉻ꅃSingh and Dalal (1999)놴끑ꕈꗾ뉹룪끔뫴궺궶Ꝁ결ꑀ뫘뱳ꝩ둃꒶껉ꕘꅁ뱳ꝩ꒤ꕝꝴꪺ끔꺧녎뱶암껸뙏맯꧳룓뱳ꝩ꧒뇀쉟늣ꗍꪺꭈ꧀(inferred belief)ꅁ꣤꒤꒧ꑀꑝ돌녠ꢣꪺꭋ걏껸뙏맯꧳끔꺧뙄ꡄꪺ띐꣼ꅃ맪ꑗꅁ꙰Singh and Dalal (1999)꧒ꕘꅁ꧒ꚳꪺ뱳ꝩꞡꕩꙝ꣤끔꺧뙄ꡄꪺ꒣Ꙑꅁꛓ덑뗸결ꛬ꧳꣢뫝꓀ꝏ결ꅵ룪끔꧊ꕄ뻉ꅶ(predominately informational)ꕈꅵ놡띐꧊ꕄ뻉ꅶ(predominately emotional)ꪺꑀ뇸3-8
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꗺ쏐녡ꑗꅃ덺륌녪뷕룪끔꧊놡띐꧊ꪺ뱳ꝩ뙄ꡄꅁ뱳ꝩ녎ꕩ륆꣬ꝩꪾ뮡ꩁ껄ꩇꅁ꣏껸뙏맯꧳뱳ꝩꖻꢭꅂ뱳ꝩ냓ꭾꅁ뱳ꝩ뱴냓늣ꗍ룻뉠ꪺꙌ뙈ꅁ륆꣬뱳ꝩꗘꪺꅃꗧꝙꅁ껚뻚Singh and Dalal (1999)ꪺ왛쉉ꅁ뱳ꝩꙢ덝군껉녎ꗘꪺ꒣Ꙑ덑꓀ꝏ떹꒩Ꙣ룪끔꧊ꕈ놡띐꧊ꓨ궱꒣Ꙑꪺ앶궫ꓱ꣒ꅃ 룪끔꧊ꪺ뙄ꡄ녪뷕뱳ꝩ끔꺧꧒뒣꣑ꪺ룪끔꒺깥ꅁꕝꝴ곛쏶닓론ꅂ맪ꕈ볆뻚ꅃ곛맯ꙡꅁ놡띐꧊뙄ꡄꭨ룕맏녎냓ꭾꪺ쇊뙒ꕈ꣏ꗎꡍ떦뭐볧Ꙣ쇊뙒ꪺꓟ뉺믝ꡄꚨ덳떲(Liebermann and Flint-Goor, 1996)ꅃ끷맯룪끔꧊놡띐꧊ꪺ뱳ꝩ뙄ꡄꛓꢥꅁ꣢뚡꒣ꑀꥷꚳ쁵Ꙉꓱ룻ꪺ쏶ꭙꅁꝥ뉻ꕘꪺ뱳ꝩ껄ꩇꑝꚳ꧒깴늧ꅃ꣢뫘뙄ꡄ떦늤ꪺ껄ꩇꅁꚳ껉ꗧ뚷뗸맪믚Ꙣ뱳ꝩ놡맒꒤ꪺ띦끴ꛓꥷꅁ꙰맯뱳ꝩ띦끴론ꗘꪺꛒ뙱(Goldberg and Gorn, 1987)ꅂ뱳ꝩ냓ꭾ쏾ꮬ(Cutler and Javalgi, 1993; Stafford and Day, 1995; Liebermann and Fling-Goor, 1996)ꅂ껸뙏뇚롳껸뙏꽓꧊ꪺꛒ뙱떥ꅃ땍ꛓꅁ둎돦ꑀ냓ꭾꛓꢥꅁ룪끔꧊놡띐꧊ꪺ끔꺧떦늤삳ꕩ덑뗸결꣢뫘꒣Ꙑꪺ끔꺧뛇뮼ꓨꚡ덾깼ꅃJohar and Sirgy (1991)ꕈꅵꛛ뷕ꥍꅶ(self-congruity)ꕈꅵꕜ꿠뷕ꥍꅶ(functional congruity)뮡ꧺ꣢뫘끔꺧뙄ꡄ땯ꗍ껄ꩇꪺ덾깼ꅁꭥ결늣ꭾꪺ믹귈ꫭ뉻쓝꧊뭐꣏ꗎꙌ뙈끴Ꙙꅁꯡꭨ결껄ꗎ꧊쓝꧊뭐늣ꭾꕜ꿠쓝꧊ꪺ끴Ꙙꅁ꓀ꝏ뮡ꧺꑆ뱳ꝩꪺ꒣Ꙑ끔꺧뙄ꡄ땯ꗍ돌꣎뱳ꝩ껄ꩇꪺ덾깼ꅃ 룪끔꧊ꕈ놡띐꧊ꪺ뱳ꝩ뙄ꡄꭙ덺륌꣢뫘꒣Ꙑꪺ끔꺧떦늤ꅁ맯꧳껸뙏Ꙣ룪끔덂뉺껉ꪺ꒣Ꙑ덾깼ꕛꕈ꣫뽅ꅃ끷맯꒣Ꙑ끔꺧뙄ꡄ떦늤꧒늣ꗍꪺ뱳ꝩ껄ꩇꅁꗑ꧳껸뙏귓ꑈꙢ룪끔덂뉺ꛦ결ꑗꪺ꽓꧊ꕈ깴늧ꅝ꙰쇊뙒ꗘꪺꅂ맯꧳늣ꭾꪺꑆ룑ꅂ륌ꕨ꣏ꗎ롧엧ꅞꅁꙝꚹ맯꧳룪끔놵ꚬꕈ덂뉺ꑗ라ꚳ꒣Ꙑꪺ놵꣼땻ꯗꅁꛓ껸뙏놵꣼땻ꯗꪺ깴늧ꑝ녎뱶암뱳ꝩ륷듁ꪺ껸ꩇꅃ 쏶꧳끔꺧뙄ꡄꕈ껸뙏룪끔덂뉺ꪺ꽓꧊ꅁ껸뙏맯꧳뱳ꝩ냓ꭾ꽁ꑊ땻ꯗꪺ깴늧ꛓꚳ꧒꒣Ꙑꅃ껚뻚ꅵꯤꛒꕩ꿠꧊볒ꚡꅶ(Petty et al., 1983; Petty and Cacioppo, 1984)ꪺ왛쉉ꅁ낪꽁ꑊꪺ껸뙏꣣ꚳ룻낪ꪺꅵꯤꛒꕩ꿠꧊ꅶ(elaboration likelihood)ꅁꗧꝙꙢ룪끔덂뉺ꑗ뛉Ꙗ꧳뇄ꗎ꒤ꖡ룴깼ꪺ뵵꿁ꅁ라끷맯끔꺧ꖻꢭ뙩ꛦ곛쏶룪끔ꪺ3-9
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 띪둍ꅂꓱ맯ꅂꕈ꓀꩒ꅁꗧꝙꑊ곛맯룻Ꙩ뭻ꪾ룪랽(cognitive resources)뙩ꛦ끔꺧룪끔ꪺ덂뉺ꅃ곛맯ꙡꅁ맯ꝃ꽁ꑊꪺ껸뙏ꛓꢥꅁ꣤덂뉺뱳ꝩ룪끔ꪺ냊뻷뭐꿠ꑏ룻ꝃꅁꙝꚹꙢ덂뉺룪끔ꪺ륌땻꒤ꑊ뭻ꪾ룪랽룻ꝃꅝ덑ꗎ꧳꣤ꕌꗎ덾(Liebermann and Flint-Goor, 1996)ꅞꅁꚹ껉맯꧳뱳ꝩ룪끔ꪺ덂뉺ꦹꦹ덺륌ꕎꢥꑈ(Petty et al., 1983; Schumann et al., 1990)ꅂ뱳ꝩꪺꪩ궱ꅂ꙲뭐썃ꛢ(Schumann et al., 1990)ꅂ뱳ꝩ꒤ꕝꝴꪺ맏ꓹ(Miniard et al., 1991)ꅂꕈ맏ꓹꪺꝬꓞꑏ(Miniard et al., 1992)떥ꥐ쏤꧊뵵꿁뙩ꛦꅃ ꙝꚹꅁ둎뱳ꝩ룪끔뒣꣑ꕈ껸뙏룪끔덂뉺꒧뚡ꪺ쏶ꭙꛓꢥꅁ끷맯맯꧳뱳ꝩ냓ꭾ꣣ꚳ룻낪꽁ꑊ땻ꯗꪺ껸뙏ꅁ룪끔꧊ꪺ끔꺧뙄ꡄꗑ꧳끔꺧꒤꣣ꚳ껸뙏뙩ꛦ룪끔덂뉺꧒믝ꪺ냓ꭾ꧊꿠ꅂ믹껦ꅂ냓ꭾ둹굺ꅂ볆뻚ꅂ냓ꭾ뗻ꓱ떥룪끔ꅁꙝꚹ룻꿠몡ꢬ낪꽁ꑊ껸뙏맯꧳뱳ꝩ룪끔ꪺ믝ꡄꅃꙢꚹ놡ꩰꑕꅁ곛룻꧳놡띐꧊ꪺ뱳ꝩꅁꚹ껉낪꽁ꑊ껸뙏삳라늣ꗍ룻꣎ꪺ뱳ꝩ멁ꯗꅃꕴꑀꓨ궱ꅁꗑ꧳룪끔꧊뱳ꝩ뒣꣑ꑆ룻Ꙩ룪끔꣑껸뙏ꯤꛒ뭐뇀뉺ꅁꙢ룪끔덂뉺륌땻꒤뭐낪꽁ꑊ껸뙏늣ꗍꪺ꒬냊삳룻놡띐꧊껸뙏결Ꙩꅁꙝꚹꕩ륷듁껸뙏맯꧳뱳ꝩꪺ끏뻐껄ꩇꗧ라룻꣎ꅃ 곛맯ꙡꅁ굙껸뙏맯꧳냓ꭾ꽁ꑊ땻ꯗ룻ꝃꅁꚹ껉껸뙏라뛉Ꙗ꧳덺륌ꥐ쏤룴뵵ꪺ뱳ꝩ놡맒ꅂꕎꢥꑈꅂꪩ궱덝군ꅂ귓ꑈ낾ꙮ떥ꙝ꿀뙩ꛦ룪끔덂뉺ꅃꚹ껉ꅁ룪끔꧊뱳ꝩ맯꧳껸뙏ꛓꢥꣃ때ꩫ늣ꗍ룻꣎ꪺꝬꓞꑏꅁꛓ롧륌꽓띎덝군ꪺ놡띐꧊뱳ꝩ라뭐껸뙏늣ꗍꙀ믯ꅁꝬꓞ껸뙏ꩠ띎꣤꒤뒣꣑ꪺꙕ뫘ꥐ쏤꧊뵵꿁ꅃꙝꚹꅁ맯ꝃ꽁ꑊ껸뙏ꛓꢥꅁ놡띐꧊뱳ꝩ삳라룻룪끔꧊뱳ꝩ꿠늣ꗍ룻꣎ꪺ뱳ꝩ멁ꯗꕈ끏뻐껄ꩇꅃ껚뻚ꕈꑗ뷗쉉ꅁꖻ곣ꡳ뒣ꕘ낲뮡ꑔꅇ ꅩ낲뮡ꑔꅪꙢ꒣Ꙑꪺ끔꺧뙄ꡄ떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꪺ뱶암라ꚳ깴늧ꅇ (1) 둎룪끔꧊뙄ꡄꪺ뱳ꝩꛓꢥꅁ맯낪꽁ꑊ껸뙏ꪺ뱳ꝩ껄ꩇ라룻낪ꅆ 3-10
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 (2) 둎놡띐꧊뙄ꡄꪺ뱳ꝩꛓꢥꅁ맯ꝃ꽁ꑊ껸뙏ꪺ뱳ꝩ껄ꩇ라룻낪ꅃ ꕈ맏ꫭꗜ뱳ꝩꪺ끔꺧뙄ꡄ떦늤맯껸뙏꽁ꑊ땻ꯗꕈ뱳ꝩ껄ꩇ뚡쏶ꭙꪺ뷕론Ꝁꗎꅁ꙰맏3-2꧒ꗜꅃ맏꒤ꅁꖪꑗ뭐ꕫꑕꪺꅵ+ꅶ뢹ꫭꗜ껸뙏꽁ꑊ땻ꯗꙢ꽓ꥷꪺ끔꺧뙄ꡄ떦늤ꑕꅁ맯꧳뱳ꝩ껄ꩇꪺ뱶암결ꖿꙖꪺ뒣ꅁꛓꕫꑗ뭐ꖪꑕꪺꅵ?ꅶ뢹ꭨꫭ끔꺧뙄ꡄ때꽓ꥷ뷕론껄ꩇꅃ 끔꺧뙄ꡄ 룪끔꧊ 놡띐꧊ 꽁낪 + ? ꑊ ꝃ ? + 맏3-2ꅇ뱳ꝩ끔꺧뙄ꡄꪺ뷕론Ꝁꗎ . 뻉ꓞ떦늤ꪺ뷕론껄ꩇ 뻉ꓞ껄ꩇ륌ꕨ룻녠덑삳ꗎꙢꓟ뉺뻇믢냬ꪺ곛쏶곣ꡳꅝ꙰Sherman et al., 1978; Herr et al., 1983; Herr, 1986ꅞꅁ놴끑ꕾꙢ꣫뽅맯꧳귓ꑈꛦ결ꡍ떦ꑗꪺ뱶암ꅃ덺륌뻉ꓞ껄ꩇꪺ륂ꗎꅁ녎꣏귓ꑈ꧳ꖼ꽓ꝏ띎쏑꣬ꪺ놡ꩰꑕꅁꡍ떦ꫭ뉻꧳ꕾꪺꛦ결꣼꣬ꗽꭥ덑걉꒩ꪺ뻉ꓞ꣫뽅ꅵ뉯ꓞꅶꅁꙝꛓ꣏꣤Ꙣ꽓ꥷꗳ쓝꧊ꑗ엣뉻ꕘ룻ꑪꪺ앶궫ꅝ낾ꙮꅞꅃ꣒꙰ꅁ굙Ꙣ뙩ꛦꅵ삳ꝟ뙽꧱ꡰꑈ뻖ꚳ멪ꩋꅶꪺꗁ띎뷕걤꒧ꭥꅁ떹꒩꣼듺볆ꭨ쏶꧳뫫꾫꽦녷꯹멪ꛜ껕뛩놽깧뻉교뻇떣때뙤뛋ꑠꪺ돸뻉ꅁ녎ꕩ꿠꣏녯맯ꡰꑈ뻖ꚳ멪ꩋꪺꗁ늳ꓱ꣒뒣낪ꅁꚹꝙ걏뻉ꓞ떦늤ꪺ륂ꗎꅃ맪ꑗꅁꙢ뱳ꝩꑗ뻉ꓞ껄ꩇꗧ걏ꑀ뚵녠덑삳ꗎꪺ떦늤ꅁ륌ꕨꛦ빐믢냬ꪺ곣ꡳ룻ꓖ끷맯뻉ꓞ껄ꩇ꧳뱳ꝩꑗꪺ삳ꗎ뙩ꛦ놴끑ꅝ꣒ꕾ꙰Meyers-Levy, 1989; Yi, 1990a; Yi, 1990b; Yi, 1993ꅞꅃ냲꧳뻉ꓞ껄ꩇꪺ꧊뷨ꅁꙢ뱳ꝩꑗ삳ꗎ뻉ꓞ떦늤ꪺꗘꪺꝙ걏듁뇦귓ꑈꙢ3-11
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅵꖼ꽓ꝏ띎쏑꣬ꅶ(unconsciously)ꪺ놡ꩰꑕꅁ뚶ꝑꙡ놵ꚬ뱳ꝩ꧒뇽뛇뮼ꪺ끔꺧ꅁꣃ뙩ꑀꡂ듁뇦맯꧳룓끔꺧ꪺ놵꣼녎뱶암껸뙏ꯡ쓲ꪺ쇊뙒ꡍ떦낾ꙮꅃ 쏶꧳뻉ꓞ껄ꩇꪺ륂ꗎꅁ맪ꑗ껚뻚뱳ꝩ놡맒ꪺ깴늧ꅁꑝ라ꚳ꒣Ꙑꪺ껄ꩇꅃꅵ뭻ꪾ꧊뻉ꓞꅶ(cognitive priming)ꭙꙢ뱳ꝩ놡맒꒤덺륌끷맯꽓ꥷ냓ꭾ쓝꧊ꪺ꣫뽅(prime)ꅁ뒣낪껸뙏맯꧳덯쓝꧊ꪺ쉞꣺꿠ꑏ(accessibility)ꅁꙝꛓ륆꣬뱶암껸뙏냓ꭾꭾ땐뗻믹ꪺꗘꪺꅆꅵ놡띐꧊뻉ꓞꅶ(affective priming)ꭨ걏덺륌ꓞ땯껸뙏ꖿ궱굴궱ꪺ놡띐삳ꅁ꣏껸뙏녎덯볋ꪺ놡뫼신늾ꛜ맯꧳뱳ꝩꕈ냓ꭾꪺ멁ꯗ(Yi, 1990a)ꅃ뺨뫞Ꙑ볋걏끷맯냓ꭾ뙩ꛦ뱳ꝩꅁ뭻ꪾ꧊뻉ꓞꕈ놡띐꧊뻉ꓞꭙ꣢뫘꒣Ꙑꗘꪺꪺ떦늤ꅁ꓀ꝏ끷맯껸뙏Ꙣ놵쒲뱳ꝩ껉꧒ꩠ궫ꪺ꒣Ꙑ꽓꧊뙩ꛦ뻉ꓞ껄ꩇꪺꓞ땯ꅃ뭻ꪾ꧊뻉ꓞꕄ굮끷맯냓ꭾꕜ꿠뭐끴돆떥ꚳꝕ꧳껸뙏ꯤꛒ냓ꭾ쁵Ꙉꪺ쓝꧊뙩ꛦ뻉ꓞꅁꛓ놡띐꧊뻉ꓞꭨ걏끷맯뻣엩뱳ꝩ떹꒩껸뙏ꪺ띐쒱뙩ꛦ뻉ꓞꅃ 땍ꛓꅁꙢ뱳ꝩ놡맒꒤삳ꗎ뻉ꓞ떦늤ꅁꣃ꒣ꕎꫭꖲ땍땯ꗍ륷듁ꪺ뱶암껄ꩇꅁ뻉ꓞ껄ꩇ땯ꗍꝀꗎ덑ꦿ늤ꅁ뚷뗸뱳ꝩ끔꺧놵ꚬꪺ꽓꧊ꛓꥷ(Yi, 1993)ꅃ둎꣢뫘뻉ꓞ껄ꩇꛓꢥꅁ뭻ꪾ꧊ꕈ놡띐꧊뻉ꓞꙢ떦늤ꪺ덝군ꑗꅁꭙ끷맯냓ꭾꖻꢭ뱳ꝩꝥ뉻ꓨꚡꕛꕈ꣫뽅ꅁꙝꚹꙢ냵ꛦꑗ굙꿠꓀ꝏ끷맯뗛궫냓ꭾ꧊꿠쓝꧊ꪺ껸뙏ꅝ뭻ꪾ꧊뻉ꓞꅞꅂꕈ뗛궫뱳ꝩ뻣엩띐쒱뭐ꪩ궱덝군띐쒱ꪺ껸뙏ꅝ놡띐꧊뻉ꓞꅞ꒩ꕈ뻉ꓞ껄ꩇꪺ꣫뽅ꅁ삳라ꗑ꧳뻉ꓞ껄ꩇ뭐껸뙏ꪺ뱳ꝩ룪끔놵ꚬ낾ꙮꑀ교ꅁꛓ늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅃ ꑗ굺꣢뫘쏾ꮬꪺ껸뙏ꅁ맪ꑗꗧꕩꗑꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉ꕛꕈ룑쓀ꅃ꙰ꭥ꧒굺ꅁꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉ꕘ껸뙏맯꧳뱳ꝩ룪끔ꪺ덂뉺ꭙ꣼꣤맯꧳룓뱳ꝩ냓ꭾꪺ꽁ꑊ땻ꯗ꧒뱶암ꅃ럭껸뙏꣣ꚳ룻낪ꪺ꽁ꑊ땻ꯗ껉ꅁꕎꫭ룓냓ꭾ맯껸뙏ꛓꢥꚳ룻낪ꪺ곛쏶꧊궫굮꧊(Greenwald and Leavitt, 1984)ꅁꚹ껉껸뙏녎라ꑊ룻Ꙩ룪랽뙩ꛦ룻뉠뱨ꚸꪺ끔꺧꒺깥덂뉺뭐뭻ꪾ륌땻ꅁꕝ걁맯꧳냓ꭾ꧊꿠ꪺꓱ룻뭐Ꝑ쉟ꅃꗧꝙꅁꚹ껉껸뙏라덺륌꧒놵ꚬ꣬냲꧳륌ꕨ꣏ꗎ롧엧ꅁꕂ뭐냓ꭾ믹귈쁵쉉ꪽ놵곛쏶ꪺ룪끔뙩ꛦ뉠ꑊꯤꛒꕈꝐ쉟ꅃ맯뱳ꝩ냓ꭾ꣣낪꽁ꑊꪺ3-12
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 껸뙏녎덺륌ꑗ굺ꅵꯤꛒꕩ꿠꧊볒ꚡꅶ꒤ꖡ룴깼ꪺ룪끔덂뉺ꓨꚡꅁ뙩ꛓꚨ맯꧳룓냓ꭾꭾ땐ꪺ멁ꯗ(Park and Young, 1986)ꅃ 곛맯ꙡꅁ맯ꝃ냓ꭾ꽁ꑊꪺ껸뙏ꛓꢥꅁ꿊ꕆ맯꧳냓ꭾ맪뷨쓝꧊ꯤꛒꝐ쉟ꪺ냊뻷ꕈ꿠ꑏꅁꙢ놵쒲뱳ꝩ껉멁ꯗꪺꚨꭨ걏덺륌꙰ꭥ굺맯꧳뱳ꝩꪩ궱ꅂꕎꢥꑈ떥ꭄ냓ꭾ맪뷨쓝꧊ꪺꅵ띐쒱ꅶꛓꚨꅁꗧꝙ꙰Petty and Cacioppo (1986a)꧒ꕘꅁ껸뙏ꪺ냲슦놡띐ꪬ멁(primative affective states)덑뽅땯ꅃ뺨뫞롧ꗑꅵꯤꛒꕩ꿠꧊볒ꚡꅶ꒤ꥐ쏤룴깼뵵꿁ꪺ뱶암ꅁ껸뙏Ꙑ볋라ꚨ쏶꧳뱳ꝩꪺ멁ꯗꅁ뭐꒤ꖡ룴뵵ꪺ룪끔덂뉺ꓨꚡ걏꣢뫘꒣Ꙑ덾깼ꅁꙝ꽁ꑊ땻ꯗꛓꡍꥷ껸뙏맯꧳뱳ꝩ룪끔덂뉺쏾ꮬꅃ ꙝꚹꅁ둎뻉ꓞ껄ꩇꪺ륂ꗎ뭐껸뙏룪끔덂뉺꽓꧊ꛓꢥꅁ뭻ꪾ꧊뻉ꓞꗑ꧳끷맯냓ꭾꕄ굮쓝꧊뙩ꛦ꣫뽅ꅁꙝꚹꗧ뱗ꕛꑆ덯쓝꧊Ꙣ껸뙏ꯡ쓲룪끔덂뉺륌땻꒤ꪺ덑쉞꣺뻷뉶(Scrull and Wyer, 1980; Yi, 1990a; Yi, 1990b)ꅁꝙ꙰Higgins and King (1981)ꕈHiggins et al. (1985)꧒뒣ꕘꪺ꿠뙱껦ꅁ걏Wyer and Scrull (1980a; 1980b)ꪺ쁸꙳뵣왛쉉ꅃ끷맯꧳낪꽁ꑊꪺ껸뙏ꛓꢥꅁꗑ꧳덯꣣룻낪쉞꣺뻷뉶ꪺ쓝꧊ꖿꖩ결꣤뱳ꝩ룪끔덂뉺꽓꧊꧒믝ꅁꙝꚹꙢꚨ뱳ꝩ멁ꯗꕈ쏶꧳뱳ꝩ끔꺧ꪺ끏뻐껉ꅁ룻꧶뭐ꗽꭥꪺ뻉ꓞ꣫뽅늣ꗍ곛깥꧊ꅁꗧꝙꙝ뻉ꓞ떦늤ꛓ늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅃ곛맯ꙡꅁ맯ꝃ꽁ꑊ껸뙏ꛓꢥꅁꗑ꧳꣤뱳ꝩ룪끔덂뉺낾Ꙗ뱳ꝩꪺꥐ쏤쓝꧊ꅁꙝꚹꗽꭥ덑걉꒩ꪺ뻉ꓞ꣫뽅꯹쓲신늾ꛜ뱳ꝩ룪끔덂뉺ꪺ뻷뉶룻ꝃꅁꗧꝙꚹ껉룻꒣꧶덺륌뻉ꓞ껄ꩇꪺ륂ꗎ뱶암뱳ꝩ껄ꩇꅃ ꕴꑀꓨ궱ꅁ굙껸뙏ꗽ덑걉꒩놡띐꧊뻉ꓞꅁ꣓ꛛ꧳뱳ꝩꥐ쏤쓝꧊ꪺ뻉ꓞ꣫뽅녎롧ꗑ놡띐신늾(Erevelles, 1998, Yi, 1990a)ꪺ륌땻ꅁ뱶암ꝃ꽁ꑊ껸뙏맯꧳뱳ꝩ룪끔ꪺ덂뉺ꅃꗧꝙꅁ맯ꝃ꽁ꑊ껸뙏ꛓꢥꅁꙢ뻉ꓞ꣫뽅뚥걱꒤ꪺ놡뫼녎덑신늾ꛜ뱳ꝩ놡맒꒤ꅁꕂꗑ꧳꣢뫘놡맒ꑕꪺ곛깥꧊ꅁ룻꧶뽅끟ꝃ꽁ꑊ껸뙏맯꧳뱳ꝩ꒤ꥐ쏤쓝꧊ꪺꩠ띎ꑏꅁꙝꛓ뱗뙩껸뙏쏶꧳룓뱳ꝩꪺ뱳ꝩ멁ꯗꕈ룻꣎ꪺ끏뻐껄ꩇꅃ맯낪꽁ꑊ껸뙏ꛓꢥꅁꗑ꧳뻉ꓞ꣫뽅뚥걱ꪺꥐ쏤쓝꧊뻉ꓞꣃꭄ꣤Ꙣ뱳ꝩ놡맒3-13
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꒤룪끔덂뉺꧒ꖲ뚷ꅁꙝꚹ맯낪꽁ꑊ껸뙏ꛓꢥꅁ룻꒣꧶덺륌놡띐꧊뻉ꓞ뱗뙩뱳ꝩ껄ꩇꅃ 껚뻚ꕈꑗ쏶꧳뻉ꓞ껄ꩇꕈꅵꯤꛒꕩ꿠꧊볒ꚡꅶ꒤껸뙏꽁ꑊ땻ꯗꪺ끑뷗ꅁꖻ곣ꡳꙝꛓ뒣ꕘ곣ꡳ낲뮡ꕼꅇ ꅩ낲뮡ꕼꅪꙢ꒣Ꙑꪺ뻉ꓞ떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꪺ뱶암라ꚳ깴늧ꅇ (1) Ꙣ뭻ꪾ꧊뻉ꓞꑕꅁ맯낪꽁ꑊ껸뙏ꪺ뱳ꝩ껄ꩇ라룻낪ꅆ (2) Ꙣ놡띐꧊뻉ꓞꑕꅁ맯ꝃ꽁ꑊ껸뙏ꪺ뱳ꝩ껄ꩇ라룻낪ꅃ ꕈ맏ꫭꗜ뱳ꝩ꧒뇄ꗎꪺ뻉ꓞ떦늤맯꧳껸뙏꽁ꑊ땻ꯗꕈ뱳ꝩ껄ꩇ뚡쏶ꭙꪺ뷕론Ꝁꗎꅁ꙰맏3-3꧒ꗜꅃꙢ맏3-3꒤ꅁꅵ+ꅶ뢹ꫭꗜ껸뙏꽁ꑊ땻ꯗꙢ꽓ꥷꪺ뻉ꓞ떦늤꣫뽅ꑕꅁ맯꧳뱳ꝩ껄ꩇꪺ뱶암결ꖿꙖꪺ뒣ꅁꛓꅵ?ꅶ뢹ꭨꫭ껸뙏ꪺ냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꖼꖲ결ꖿꙖ뒣굴Ꙗ궰ꝃꅁꗧꝙꚹ껉뻉ꓞ떦늤때꽓ꥷꪺ뷕론뱶암ꅃ 뻉ꓞ떦늤 뭻ꪾ꧊ 놡띐꧊ 꽁낪 + ? ꑊ ꝃ ? + 맏3-3ꅇ뻉ꓞ껄ꩇꪺ뷕론Ꝁꗎ . 곣ꡳ걛멣 ꖻ곣ꡳꕄ굮ꕈ뻉ꓞ껄ꩇꕈ꽁ꑊ왛쉉결냲슦ꅁ놴끑럭껸뙏꣼꣬뵵ꑗ샴맒꒤꒣Ꙑ둃엩꽓꧊뱶암ꑕꅁ꧒늣ꗍꪺ룪끔덂뉺ꛦ결깴늧ꅃꙐ껉ꅁꣃꛒ뱻꒣Ꙑ뱳ꝩꝥ뉻떦늤ꅝ뱳ꝩ엜꓆ꕈ끔꺧뙄ꡄꅞꕈ뻉ꓞ껄ꩇꪺ륂ꗎꅁ맯꧳껸뙏뱳ꝩ룪끔덂뉺3-14
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 껉ꪺ뱶암ꅃ껚뻚론꧒뇀뷗ꪺꕼ뚵곣ꡳ낲뮡ꅁꖻ곣ꡳꕄ굮멣꧀뚡ꪺ쏶ꭙꕩꗑ꙰맏3-4꧒ꗜꪺ곣ꡳ걛멣ꫭꗜꅇ 뱳ꝩ엜꓆끔꺧뙄ꡄ냓ꭾ꽁ꑊ땻ꯗ뱳ꝩ껄ꩇ뻉ꅀꓞ 맏3-4ꅇ곣ꡳ걛멣 Ꙣ맏3-4ꪺ걛멣꒤ꅁꚳꑔ뚵뷕론엜볆ꅁ꓀ꝏ걏뻉ꓞꅂ뱳ꝩ엜꓆ꅂꕈ끔꺧뙄ꡄꅃ뻉ꓞ띎떹꒩껸뙏룪끔꧊놡띐꧊뻉ꓞ껄ꩇꪺ꣫뽅ꅃ뱳ꝩ엜꓆ꕈ끔꺧뙄ꡄꞡ결뱳ꝩꝥ뉻떦늤ꪺ륂ꗎꅁꭥ꓀결맪뷨꧊ꕈ룋릢꧊엜꓆ꅁꯡꭨ꓀결룪끔꧊ꕈ놡띐꧊뙄ꡄꅃ 낣ꑆ껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꪺꕄ껄ꩇ뱶암꒧ꕾꅁ냲꧳ꅵꯤꛒꕩ꿠꧊볒ꚡꅶꪺ왛쉉ꅁꑗ굺ꑔ뚵뷕론엜볆ꗧ녎뭐껸뙏꽁ꑊ땻ꯗ늣ꗍ꒬냊ꅁ맯껸뙏냓ꭾ꽁ꑊꕈ뱳ꝩ껄ꩇ꒧뚡ꪺ쏶ꭙ늣ꗍ뷕론뱶암ꅃ룔닓ꪺ멣꧀뻞Ꝁ꓆뮡ꧺꕈ곣ꡳꓨꩫꕈ곣ꡳ덝군ꅁ녎Ꙣ닄4뎹꒤뮡ꧺꅃ3-15
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 4. 곣ꡳꓨꩫ ꖻ뎹녎뮡ꧺꖻ곣ꡳ꧒뇄ꗎ꒧곣ꡳꓨꩫꕈ곣ꡳ덝군ꅃ론뮡ꧺꖻ곣ꡳꙕ엜뚵ꥷ롱ꕈ뻞Ꝁ꓆ꓨꚡꅁ론뮡ꧺ곣ꡳ덝군ꓨꩫꅁꕝ걁맪엧덝군ꅂꭥ듺ꅂꕈ맪엧뙩ꛦ땻Ꟈꅃ . 엜뚵뻞Ꝁ꓆ . ꛛ엜뚵ꥷ롱뭐뻞Ꝁ꓆ • 껸뙏냓ꭾ꽁ꑊ땻ꯗ ꖻ곣ꡳ꒧ꛛ엜뚵ꕝ걁껸뙏냓ꭾ꽁ꑊ땻ꯗꅂ뱳ꝩ엜꓆ꅂ끔꺧뙄ꡄꅂꕈ뻉ꓞꅃ꣤꒤ꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ덑ꥷ롱결ꅵ귓ꑈ냲꧳꒺Ꙣ믝ꡄꅂ믹귈ꅂꕈ뾳뷬꧒띐꣼꣬쏶꧳꽓ꥷꪫꗳꪺ곛쏶꧊ꅶ(Zaichkowsky, 1985)ꅃꙢꖻ곣ꡳ꒤ꅁꅵ꽓ꥷꪫꗳꅶꭙ껸뙏꧒놵쒲꒧뱳ꝩ냓ꭾꛓꢥꅃZaichkowsky (1994)껚뻚Zaichkowsky (1985)꧒땯깩ꕘꪺ귓ꑈ꽁ꑊ뙱ꫭ(Personal Involvement Inventory; PII)뙩ꑀꡂ땯깩ꕘꑀ슲꓆ꪺꪩꖻꅃꖻ곣ꡳꝙ뇄슲꓆ꯡꪺ귓ꑈ꽁ꑊ뙱ꫭ뿅뙱껸뙏쏶꧳냓ꭾꪺ꽁ꑊ땻ꯗꅃ 귓ꑈ꽁ꑊ뙱ꫭ결ꑀ뭐놡맒때쏶(context-free)ꅁꕂꕩ덑삳ꗎ꧳뿅뙱쏶꧳냓ꭾꅂ뱳ꝩꅂꕈ쇊뙒ꡍ떦꽁ꑊ땻ꯗ(Zaichkowsky, 1985; 1994)ꪺ뙱ꫭꅃꢦ뚮뱺(1996)꧳놴끑룪끔ꝥ뉻ꓨꚡ맯뫴룴뱳ꝩꛦ빐뱳ꝩ껄ꩇ껉ꅁ뒿뙩ꛦ귓ꑈ꽁ꑊ뙱ꫭꪺ꒤ꓥ꓆ꅃꖻ곣ꡳꙢ뙩ꛦ껸뙏냓ꭾ꽁ꑊ땻ꯗꪺ뿅뙱껉ꅁꝙ뇄ꗎ룓꒤ꓥ꓆뙱ꫭꅁ꣤꒤ꑀ썄뚵ꅇꅭinvolving-uninvolvingꅮꅁ귬꒤ꓥ꓆뙱ꫭ슽쒶결ꅭꕏꑈ낪ꯗ쏶꓁ꪺ-꒣믝굮쏶꓁ꪺꅮꅁ롧꣢ꛬ룪뫞꡴뇐뇂샋뗸ꯡꅁꙝ뭐귬띎꒣닅ꅁ걇결ꅭꛛꢭ곛쏶ꪺ-ꭄꛛꢭ곛쏶ꪺꅮꅁ꣤빬썄뚵ꭨꖼꟳ냊ꅃ 4-1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 • 뱳ꝩ엜꓆ 쏶꧳뱳ꝩ엜꓆ꅁꖻ곣ꡳ꓀결ꅵ맪뷨꧊엜꓆ꅶ(substantive variation)ꕈꅵ룋릢꧊엜꓆ꅶ(cosmetic variation)꣢뫘엜꓆떦늤ꅃꖻ곣ꡳ뇄Schumann et al. (1990)ꪺꥷ롱ꅇ맪뷨꧊엜꓆띎Ꙣ꒣Ꙑꪺ뱳ꝩꝥ뉻꒤ꅁ끷맯곛쏶늣ꭾ쓝꧊ꪺꝥ뉻뱳ꝩ끔꺧ꪺ맪뷨꒺깥ꕛꕈ엜꓆ꅆꛓ룋릢꧊엜꓆떦늤ꭨ끷맯뱳ꝩ꒤ꭄ끔꺧꒺깥뎡ꗷꅁ꙰ꕎꢥꑈꅂ꙲ꅂꪩ궱ꙷ뇆ꅂ썃ꛢ떥뙩ꛦ엜꓆ꅁ끔꺧꒺깥ꖻꢭꣃꖼ엜ꅃ Ꙣꖻ곣ꡳ꒤ꅁ뱳ꝩ엜꓆ꭙꙢꙐꑀ귓뵵ꑗ뻮둔뱳ꝩ꒤ꅁꗑ냊멁GIF맏색ꕈꅵ슽궶ꅶꪺꓨꚡꝥ뉻ꅃ맪뷨꧊엜꓆ꪺ뻞Ꝁ꓆ꓨꚡꅁ걏Ꙣ뻮둔뱳ꝩꕈ궫뷆ꪺꓨꚡꝥ뉻껉ꅁ뛈뒣꣑둹굺늣ꭾꕜ꿠쓝꧊ꪺ뱳ꝩ볐뭹엜꓆ꅁ뱳ꝩꖻꢭꪺꝥ뉻ꓨꚡꅝꪩ궱ꅂ꙲ꅂꛢ꡴ꅂ맏색굉뒺떥ꅞꣃꖼ엜ꅃ룋릢꧊엜꓆ꭨ걏Ꙣ뻮둔뱳ꝩꪺꡃꑀ궶꒤뒣꣑곛Ꙑ뱳ꝩ끔꺧ꅁꡃꑀ궶꧒뇄ꗎꪺ뱳ꝩ뵳뇆ꓨꚡꅂ꙲ꅂ썃ꛢ떥룋릢꧊꒺깥ꞡꕛꕈ엜꓆ꅃ뱳ꝩ엜꓆꧒뇄ꗎꪺ맪뷨꧊ꕈ룋릢꧊엜꓆꒺깥ꅁ뷐ꢣ뿽1ꅃ • 끔꺧뙄ꡄ 끔꺧뙄ꡄ띎뱳ꝩ꒤꧒ꕝꝴ꒧뱳ꝩ볐뭹뗛궫ꪺ땊쉉ꅃ둎ꑀ꿫뱳ꝩꛓꢥꅁ꣤뱳ꝩ끔꺧뙄ꡄꞡꕩ꓀결ꅵ룪끔꧊ꅶ(informational)ꕈꅵ놡띐꧊ꅶ(emotional)꣢쏾(Singh and Dalal, 1999)ꅃꖻ곣ꡳꝙ녎끔꺧뙄ꡄ뻞Ꝁ꓆ꚨꅵ룪끔꧊뙄ꡄꅶꕈꅵ놡띐꧊뙄ꡄꅶꅁꭥ띎뿗뱳ꝩ룪끔꒤뒣꣑뭐뱳ꝩ냓ꭾ곛쏶ꪺꯈ왛닓론ꅂ맪ꅂ볆뻚ꅁ꣏껸뙏녯ꕈ뻚ꚹꯤꛒꓱ룻꒣Ꙑ냓ꭾ쁵Ꙉ(Laskey et al., 1989; Stafford and Day, 1995; Liebermann and Flint-Goor, 1996)ꅁ꙰뒣꣑냓ꭾ쓝꧊뭐쁵쉉ꅂ믹껦ꅂꭏ쏒듁ꅂꕈ뭐꣤ꕌ냓ꭾꪺꓱ룻떥(Singh and Dalal, 1999)ꅆꯡꭨ뱳ꝩ끔꺧꒤ꕝꝴ룻Ꙩꕄ왛ꪺ쓝꧊ꅁꕈ듁Ꝭꓞ껸뙏Ꙣꓟ뉺ꑗ늣ꗍꖿ궱ꪺ띐쒱(Stafford and Day, 1995; Liebermann and Flint-Goor, 1996; Singh and Dalal, 1999)ꅁ꙰깡깸꧐ꢮꪺ뱳ꝩ녪뷕4-2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 깡깸ꚨ귻럅쓉ꪺ띐쒱ꅁ덺륌꙲ꅂ썃ꛢꅂꪩ궱ꅂꕎꢥꑈ떥떦늤뱶암껸뙏ꓟ뉺뱨궱ꪺꪬ멁ꅃ 쏶꧳끔꺧뙄ꡄꅁ걏ꕈ롧ꭥ듺걄뿯ꕘꪺ룪끔꧊ꕈ놡띐꧊볐뭹ꅁ뙩ꛦ끔꺧뙄ꡄꪺ뻞Ꝁ꓆ꅃ꣢뫘뙄ꡄꙀ꒻ꭨ뱳ꝩ볐뭹꙰ꫭ4-1꧒ꗜꅇ ꫭ4-1ꅇ룪끔꧊ꕈ놡띐꧊뙄ꡄ뱳ꝩ볐뭹 룪끔꧊뙄ꡄ • 볆ꛬ끔뢹덂뉺뺹ꅂꟹꓱ궵암룑뵘ꅂUSB놱꣮뺹ꅂꑁꓓ뫴룴놱꣮뺹ꅁ 띑룕룕띳ꑀꕎ륱뗸륃볖뺹뛜ꅈ • 4귓띮뇬냰ꅁ3귓끏뻐엩뒡병ꅁ56K볆뻚뻷꒶궱 • 뇄ꗎ뭐XboxꙐ꿅MCPX냊땥뒹ꓹꅁꕩꙐ껉덂뉺낪뚥셮ꗺ껄ꩇꣃꓤ뒩뱥쁗ꑗ뫴 놡띐꧊뙄ꡄ • 녱5랳꣬50랳뎣때ꩫꪺꝬꓞꑏ • 앷볖뭐맚띑ꪺ앗깢 • 뉏멶뫉교ꪺ과덎돵뒺ꅁꓞ땯꒺ꓟ돌뉠ꪺ띐냊ꅋ • 뻉ꓞ 뻉ꓞꭙꗽ떹꒩꽓ꥷ쏾ꮬꪺ꣫뽅ꅁ꣏귓ꑈꙢꖼ띎쏑꣬룓꣫뽅땯ꗍ뱶암ꪺ놡ꩰꑕꅁ꧳ꯡ쓲곛쏶ꗳ꒤뛉Ꙗꕈ뭐룓꣫뽅쓝꧊곛깥ꪺꓨꚡ뙩ꛦ(Higgins et al., 1977; Scrull and Wyer, 1980; Herr 1989)ꅃꖻ곣ꡳ녎뻉ꓞ껄ꩇ꓀결ꅵ뭻ꪾ꧊뻉ꓞꅶ(cognitive priming)ꕈꅵ놡띐꧊뻉ꓞꅶ(affective priming)꣢뫘떦늤ꅁ뭻ꪾ꧊뻉ꓞꙢ뱳ꝩ놡맒꒤끷맯냓ꭾꪺ맪뷨쓝꧊뙩ꛦ뻉ꓞꪺ꣫뽅ꅝ꙰냓ꭾ꧊꿠믹껦떥ꙝ꿀ꅞꅁꕈꓞ뻉껸뙏맯꧳냓ꭾ뭐뱳ꝩ룪끔ꪺ뗻꛴ꅆ놡띐꧊뻉ꓞꭨ덺륌뱳ꝩ놡맒ꓞ땯껸뙏ꖿ궱굴궱ꪺ놡띐삳ꅁꣃ녎덯볋ꪺ놡뫼삳신늾ꛜ맯꧳뱳ꝩꪺ멁ꯗ(Yi, 1990a)ꅃ 4-3
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 쏶꧳뻉ꓞ껄ꩇꪺ뻞Ꝁ꓆ꓨꚡꅁꭙꙢ맪엧뙩ꛦꭥꅁꗽꝩꪾ맪엧뷐ꡄꣳꝕ뙩ꛦꕴꑀ뚵뭐ꖭ궱뱳ꝩꚳ쏶ꪺ냝ꣷ뷕걤ꅁꣃꕈ꣢뫘롧ꭥ듺ꯡ꓀ꝏꕎꫭ뭻ꪾ꧊ꕈ놡띐꧊ꪺꖭ궱뱳ꝩꝀ결뻉ꓞ꣓랽ꅁ꣢뫘ꖭ궱뱳ꝩ뷐ꢣ뿽2ꅃ ꕴꕾꅁꖻ곣ꡳꗧꛒ뱻뻉ꓞ껄ꩇ꙳Ꙣ뭐ꝟꪺꓱ룻ꅁꙝꚹꗧ덝군ꑀ닕볋ꖻ결ꖼ롧뻉ꓞ껄ꩇ뱶암ꅁꝀ결냲슦볒ꮬ(baseline model)ꅁ뙩ꛦꓱ룻ꅃ . ꙝ엜뚵ꥷ롱뭐뻞Ꝁ꓆ ꖻ곣ꡳ꒧ꙝ엜뚵결뱳ꝩ껄ꩇꅁꕝ걁ꅵ끏뻐껄ꩇꅶꅁꕈ껸뙏ꪺꅵ뱳ꝩ멁ꯗꅶꅃ끏뻐껄ꩇ껸뙏Ꙣ쉳쓽륌뵵ꑗ뱳ꝩ꒧ꯡꅁ맯꧳꧒쉳쓽뱳ꝩꪺ끏뻐땻ꯗꅃ쏶꧳끏뻐껄ꩇꪺ뻞Ꝁ꓆뿅뙱ꓨꚡꅁ냑ꛒSchumann et al. (1990)ꕈNorris and Colman (1992)ꪺ뿅뙱ꓨꩫꅁ뮡ꧺ꙰ꑕꅇ ꫭ4-2ꅇ끏뻐껄ꩇ뻞Ꝁ꓆ꓨꚡ 뿅뙱ꓨꚡ 뮡†?ꧺ 떹꓀ꓨꚡ 2꓀ꅇ볋ꖻ꿠ꖿ뵔Ꙟ뻐늣ꭾꕈꭾ땐 ꛛꗑꙞ뻐 ꗑ볋ꖻ끏뻐뱧ꑕ꧒끏녯ꪺ꧒ꚳ1꓀ꅇ볋ꖻ뛈꿠Ꙟ뻐늣ꭾꭾ(Free recall) ꭾ땐ꙗ뫙ꅂ냓ꭾ쏾ꮬꅂꕈ뱳ꝩꅃ땐꣤꒤꒧ꑀ 0꓀ꅇ볋ꖻ때ꩫꖿ뵔Ꙟ뻐늣ꭾꭾ땐 냓ꭾ쏾ꝏꙁ뭻 ꗑ볋ꖻꛛ볆뫘냓ꭾꙃꫭ꒤ꅁ걄뿯ꕘ 뿯뻜ꖿ뵔ꭨ떹1꓀ꅁ꒣ꖿ뵔떹(Recognition of 뒿ꕘ뉻Ꙣ뱳ꝩ꒤ꪺ냓ꭾꅃ 0꓀ꅃ product types) 뒣ꗜꭾ땐Ꙟ뻐 ꙃꕘ뱳ꝩ냓ꭾꅁꣃꗑ볋ꖻꙞ뻐냓ꭾ (Cued recall of 맯삳ꪺꭾ땐ꅃꖿ뵔땻ꯗ떹꒩10꓀ꅃ brand names) ꭾ땐ꙗ뫙ꙁ뭻 맯뱳ꝩ냓ꭾꕈ쁈뻷뚶Ꟈꙃꕘ볆뫘 뿯뻜ꖿ뵔ꭨ떹1꓀ꅁ꒣ꖿ뵔떹(Recognition ꭾ땐ꅁꣃꗑ볋ꖻ걄뿯ꕘꖿ뵔ꅃ 0꓀ꅃ of brand names) 뱳ꝩꙁ뭻 녎뱳ꝩꕈ쁈뻷뚶Ꟈ뒡ꑊ꣤ꕌ쏾 (Recognition of 냓ꭾꪺ뱳ꝩ꒤ꅁꗑ볋ꖻ걄뿯ꕘ뒿쉳뿯뻜ꖿ뵔ꭨ떹1꓀ꅁ꒣ꖿ뵔떹advertisements) 쓽륌ꪺ뱳ꝩꅃ0꓀ꅃ 4-4
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Norris and Colman (1992)ꕘꅁꑗ굺엜뚵ꪺ뿅뙱ꖲ뚷ꫭ꒤ꪺ뚶ꟇꅁꙐ껉볋ꖻꙢ뛱떪냝ꣷ껉꒣ꕩ슽Ꙟꭥ궶ꅁꙝꯡ궱ꪺ궶궱ꕩ꿠뒣꣑ꑆꙞ떪ꭥ궶엜뚵꧒믝ꪺ뵵꿁ꅁ결쇗ꝋ볋ꖻ뛱떪냝ꣷ꣼꣬ꛃ걖걇낵ꚹ궭꣮ꅃꕴꕾꅁꙢNorris and Colman (1992)ꪺ곣ꡳ꒤ꣃꖼ꣏ꗎ뛱ꕒ뱳ꝩ(filler ads)ꅁꛓꙢꖻ곣ꡳ꒤결쇗ꝋ볋ꖻ뉱듺곣ꡳ뙩ꛦꗘꪺꅁ걇뛱ꕒ뱳ꝩꪺ꣏ꗎ결ꖲ믝ꅃꙝꚹꅁꙢ꣏ꗎ꙰ꫭ4-2ꪺ뿅뙱ꓨꚡ껉ꅁ냝ꣷ꒤ꕛꑊ쏶꧳뛱ꕒ뱳ꝩꪺ뿅뙱ꅁ꒣ꙃꑊ룪껆꓀꩒ꅃ 쏶꧳꓀볆ꪺ군뫢ꅁ녎ꛛꗑꙞ뻐ꕈ뒣ꗜꭾ땐Ꙟ뻐ꕛ셠녯뻣엩Ꙟ뻐꓀볆(total recall score)ꅆ냓ꭾ쏾ꝏꙁ뭻ꅂꭾ땐ꙗ뫙ꙁ뭻ꅂꕈ뱳ꝩꙁ뭻ꕛ셠녯뻣엩ꙁ뭻꓀볆(total recognition score)ꅃ삳엜뚵ꅵꙁ뭻뭐Ꙟ뻐ꅶꪺ뿅뙱ꭨꗑ뻣엩Ꙟ뻐ꕈ뻣엩ꙁ뭻꓀볆ꕛ셠꒧셠엩끏뻐꓀볆(global memory score)ꕎꫭ(Norris and Colman, 1992)ꅃ ꕴꕾꅁꗑ꧳뱳ꝩ멁ꯗ녎뱶암ꭾ땐멁ꯗꕈ쇊뙒띎맏ꅁꙝꚹ뱳ꝩ멁ꯗꗧ걏뱳ꝩ껄ꩇ뿅뙱ꪺꑀ뚵궫굮볐(Lutz et al., 1983; MacKenzie et al., 1986; Homer, 1990; Miniard et al., 1990; Brown and Stayman, 1992; Stafford and Day, 1995)ꅃ쏶꧳뱳ꝩ멁ꯗꪺ뿅뙱ꅁꖻ곣ꡳꭨ뇄Yi (1990a)ꕈCoulter and Punj (1999)ꪺ뻞Ꝁ꓆ꓨꚡꅁ꓀ꝏꕈ꒭쉉Likertꓘꯗꪺ뭹띎깴늧썄ꗘꅇꅭꙮꪺ-썡ꪺꅮ(good-bad)ꅂꅭꚳ뷬ꪺ-때뷬ꪺꅮ(interesting-uninteresting)ꅂꅭ돟앷-꒣돟앷ꅮ(like-dislike)ꅂꅭ둯ꑈꪺ-꒣라둯ꑈꪺꅮ(irritating-not irritating)ꅂꕈꅭꕩ놵꣼ꪺ-꒣ꕩ놵꣼ꪺꅮ(favorable-unfavorable)뙩ꛦ뿅뙱ꅁꕈꕛ셠녯꓀Ꝁ결볋ꖻꪺ뱳ꝩ멁ꯗ꓀볆ꅃ꣤꒤ꅁꅭ둯ꑈꪺ-꒣라둯ꑈꪺꅮ결Ꙗ썄ꅃ귬ꓥꪺ슽쒶ꭙ롧뭐꣢ꛬ룪뫞꡴뇐뇂ꕈꕼꛬ룪뫞꡴돕ꑨ꽚뻇ꗍꙀꙐ끑뷗뵔ꥷꅃ . 곣ꡳ덝군 ꖻ론뮡ꧺꖻ곣ꡳ꒧맪엧덝군ꅂꭥ듺ꅂꕈ맪엧뙩ꛦ땻Ꟈꅃ쏶꧳ꭥ듺뎡ꗷꅁꖻ곣ꡳꙀ꓀ꑇ뚥걱뙩ꛦꅁ닄ꑀ뚥걱ꭥ듺덺륌ꑀ꿫껸뙏맯꧳볆뫘냓ꭾ꽁ꑊ땻ꯗꪺ뷕4-5
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 걤ꅁ뿯뻜빁럭ꪺ뱳ꝩ냓ꭾꅃ닄ꑇ뚥걱ꭥ듺ꗘꪺꙢ녯ꪾ뫴궶꒤뻮둔뱳ꝩ엜꓆ꪺ빁럭뚡륪곭볆ꅁꕈ끷맯끔꺧뙄ꡄ뭐뻉ꓞ껄ꩇꪺ뻞Ꝁ꓆뭐뺯뙱뙩ꛦꭥ듺ꅁꕈ뵔ꥷꙢ맪엧꡴닎꒤ꚳꙮꪺ덝군ꅃ . 맪엧덝군 ꖻ곣ꡳ뻞놱ꪺ엜뚵결뱳ꝩ엜꓆ꅂ끔꺧뙄ꡄꅂꕈ뻉ꓞ껄ꩇꑔ뚵ꅃ꙰론꧒뮡ꧺꅁ뱳ꝩ엜꓆꓀결ꅵ맪뷨꧊엜꓆ꅶꕈꅵ룋릢꧊엜꓆ꅶ꣢뫘ꅆ끔꺧뙄ꡄ꓀결ꅵ룪끔꧊뙄ꡄꅶꕈꅵ놡띐꧊뙄ꡄꅶꅆ뻉ꓞ껄ꩇꭨ꓀결ꅵ뭻ꪾ꧊뻉ꓞꅶ뭐ꅵ놡띐꧊뻉ꓞꅶ꣢쏾ꅃ ꙢꚹꙨꙝꑬ맪엧덝군ꑕꅁꙀꕝ걁2ꅝ맪뷨꧊엜꓆ꇾ룋릢꧊엜꓆ꅞ× 2ꅝ룪끔꧊뙄ꡄꇾ놡띐꧊뙄ꡄꅞ× 3ꅝ때뻉ꓞꇾ뭻ꪾ꧊뻉ꓞꇾ놡띐꧊뻉ꓞꅞ= 12귓맪엧닕ꅃꡃ귓맪엧닕륷군뛒10ꙗ볋ꖻꅁꙝꚹꙀꚳ120ꙗ꣼듺볋ꖻꅃꫭ4-3결꧒ꚳ맪엧닕ꝏ띊뻣ꅃ ꫭ4-3ꅇ맪엧닕ꝏ띊뻣 닕ꝏ 뱳ꝩ엜꓆ 끔꺧뙄ꡄ 뻉†ꓞ 1 때 2 룪끔꧊뙄ꡄ 뭻ꪾ꧊뻉ꓞ 3 맪뷨꧊엜꓆놡띐꧊뻉ꓞ 4 때 5 놡띐꧊뙄ꡄ 뭻ꪾ꧊뻉ꓞ 6 놡띐꧊뻉ꓞ 7 때 8 룪끔꧊뙄ꡄ 뭻ꪾ꧊뻉ꓞ 9 룋릢꧊엜꓆놡띐꧊뻉ꓞ 10 때 11 놡띐꧊뙄ꡄ 뭻ꪾ꧊뻉ꓞ 12 놡띐꧊뻉ꓞ 4-6
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . ꭥ듺1ꅇ뱳ꝩ냓ꭾ 닄ꑀ뚥걱ꭥ듺ꪺꗘꪺꙢꡍꥷꯡ쓲맪엧꒤꧒뇄ꗎꪺ뱳ꝩ냓ꭾ쏾ꮬꅃ결쇗ꝋ볋ꖻ롳ꕩ꿠맯꽓ꥷ냓ꭾ낾Ꙗ낪꽁ꑊꝃ꽁ꑊꪺ낾깴ꅁꙢ닄ꑀ뚥걱ꭥ듺꒤녎덺륌귓ꑈ꽁ꑊ뙱ꫭ뿯ꕘ깥꧶냏ꝏꕘ껸뙏낪ꅂꝃ꽁ꑊ땻ꯗꪺ꒤꧊냓ꭾꅃꙢ귓ꑈ꽁ꑊ뙱ꫭ꒤ꅁꙀꙃꕘ(1)ꫡꟴꅂ(2)껈륃ꛊ곬ꅂ(3)륱뢣돢ꕺꅂ(4)늴쏨ꅂ(5)귬ꑬ떧ꅂ(6)륱뢣륃삸ꅂꕈ(7)륱뗸륃볖뺹떥ꑃ뫘냓ꭾꅁꣃ꓀ꝏ끷맯42ꛬ꒤ꖡꑪ뻇ꩫꓥ꡴ꑀ꙾꿅뻇ꗍꅁꕈ65ꛬ꒤귬ꑪ뻇룪뫞꡴ꑇ꙾꿅뻇ꗍ뙩ꛦ냓ꭾ꽁ꑊꪺꭥ듺ꅃ뿯뻜꒤귬ꑪ뻇뻇ꗍ뙩ꛦꭥ듺ꪺꗘꪺꅁ걏ꕩꕈꙢꖼ꣓맪믚뙩ꛦ맪엧껉ꅁ궰ꝃ볋ꖻ뛒꣓랽ꪺ궫뷆꧊ꅃ 결쇗ꝋ꣼듺볋ꖻ뉱듺냝ꣷ뛱떪ꗘꪺꅁ곣ꡳꙢ뛱떪냝ꣷ꒧ꭥꪺ뮡ꧺ꒤ꅁ뛈ꝩꪾ걏쏶꧳뱳ꝩ냓ꭾꪺꑀ꿫꧊뷕걤ꅁꗘꪺꙢꑆ룑껸뙏맯꧳꧒ꙃ냓ꭾꪺꙌ뙈ꅃ꣤꒤ꅁ꒤ꖡꑪ뻇ꩫꓥ꡴ꙝ결곣ꡳ뇂뷒꽚꿅ꅁꙝꚹ냝ꣷ꒣ꗑ곣ꡳ꣣ꙗꅁꛓꕈ룪뫞꡴돕ꑨ꽚ꕴꑀꛬ곣ꡳꗍꪺꙗ롱뙩ꛦꅁꕈ쇗ꝋ꣼듺볋ꖻꙝ뇂뷒깶ꗍꪺ쏶ꭙ뱶암냝ꣷ뛱떪ꅃꕴꕾꅁꗑ꧳ꩫꓥ꡴뻇ꗍ결ꖼ꣓맪엧볋ꖻ뛒ꪺꕩ꿠꣓랽꒧ꑀꅁ결쇗ꝋ꣤궫뷆냑뭐ꭥ듺ꕈ맪엧ꅁ곣ꡳꙢ냝ꣷ닄ꑀ궶ꕈ뷕걤뻇ꗍ맯꧳ꑗ뷒ꕄ썄ꑆ룑땻ꯗꅁꕈ룪뷕뻣ꖼ꣓뇂뷒ꓨꚡꪺꙗ롱ꅁ굮ꡄ뛱뱧뻇뢹ꅂꥭꙗꅂꕈ쏶꧳ꑗ뷒ꕄ썄보노땻ꯗꪺ뷕걤냝ꣷꅃ꣺녯ꪺ뻇뢹뭐ꥭꙗ녎덑끏뿽ꅁꖼ꣓Ꙣ맪엧뛒볋ꖻ껉녎꒩ꕈ귧낣ꅁ꒣ꙃꑊ룪껆꓀꩒ꅃ3냓ꭾ꽁ꑊ땻ꯗꭥ듺ꪺ떲ꩇ꙰ꫭ4-4꧒ꗜꅃ ꫭ4-4ꅇ냓ꭾ꽁ꑊ땻ꯗꭥ듺떲ꩇ ꫡꟴ 껈륃ꛊ곬 륱뢣돢ꕺ 늴쏨 귬ꑬ떧 륱뢣륃삸 륱뗸륃볖뺹?ꝃ꽁ꑊ 31 23 13 22 27 37 㐵?낪꽁ꑊ 76 84 94 85 80 70 㘲? 3 Ꙣ맪엧볋ꖻ뛒뚥걱ꅁꭥ듺볋ꖻꕩ꿠ꙝ꒣ꪾ놡ꛓ굮ꡄ냑뭐맪엧ꅃ결쇗ꝋꪽ놵떴꣤냑뭐ꕩ꿠덹ꚨ꿉ꛓ뱶암볋ꖻ뛒ꪺ뙩ꛦꅁꭥ듺볋ꖻ녎덑꒹덜냑뭐맪엧ꅃꗑ꧳Ꙣꭥ듺뚥걱ꑷ꣺녯꣤뻇뢹뭐ꥭꙗꅁꙝꚹꕩ롧륌ꓱ맯ꯡ녎꣤룪껆귧낣ꅁ꒣ꙃꑊ룪껆꓀꩒ꅃ 4-7
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꗑꫭ4-4엣ꗜꅁ둎낪ꅂꝃ꽁ꑊꪺ볋ꖻꑈ볆ꓱ꣒ꛓꢥꅁ륱뗸륃볖뺹걏ꑃ뚵냓ꭾ꒤꓀ꖬ룻ꖭꞡꅁ걇ꖻ곣ꡳ녎뿯꣺륱뗸륃볖뺹결맪엧냓ꭾꅃꖻ뚥걱ꭥ듺꧒꣏ꗎꪺ귓ꑈ꽁ꑊ뙱ꫭ뷐냑ꢣ뿽3ꅃ . ꭥ듺2ꅇ끔꺧뙄ꡄꕈ뻉ꓞ껄ꩇ ꖻ론끷맯닄ꑇ뚥걱꧒뙩ꛦꪺ끔꺧뙄ꡄꕈ뻉ꓞ껄ꩇꭥ듺뙩ꛦ뮡ꧺꅃ쏶꧳뱳ꝩ엜꓆ꪺ덝군ꅁꭨ걏껚뻚ꥷ롱ꅝꢣ론ꅞꕛꕈ덝군ꅁꣃ녎엜꓆뚡륪껉뚡덝ꥷ결곭ꅁ걇ꖼ뙩ꛦꭥ듺ꅃꖻ뚥걱Ꙁ뛒34ꙗ볋ꖻꅁ볋ꖻ꣓랽결꒤ꖡꑪ뻇룪뫞꡴곣ꡳꗍꅃ끔꺧뙄ꡄꕈ뻉ꓞ껄ꩇꪺꭥ듺뙩ꛦꓨꚡꅁ뮡ꧺ꙰ꑕꅇ • 끔꺧뙄ꡄ 끔꺧뙄ꡄꪺꭥ듺뙩ꛦ땻Ꟈ뭐뱳ꝩ엜꓆쏾ꅁ꣼듺볋ꖻꙐ볋덑ꗽ떹꒩룪끔꧊ꕈ놡띐꧊뙄ꡄ뱳ꝩ볐뭹ꪺꥷ롱뭐뮡ꧺꅝꢣ뿽5ꅩ뮡ꧺꑀꅪꅞꅁꭥ듺볋ꖻꣃꭄ샋뗸맪믚ꪺ뻮둔뱳ꝩꅁ뛈떹꒩ꓥ꙲꧊뇔굺ꅃ곣ꡳ롧뭐ꑀꛬ룪뫞꡴뇐뇂ꅂꑇꛬ룪뫞꡴돕ꑨ꽚뻇ꗍꅂꑇꛬ룪뫞꡴뫓ꑨ꽚뻇ꗍꅂꕈꑀꛬꗸ뫞꡴뫓ꑨ꽚뻇ꗍꙀꙐ끑뷗ꯡꅁ꓀ꝏꙃꕘꑑꭨ룪끔꧊ꕈꑑꭨ놡띐꧊뙄ꡄꪺ뱳ꝩ볐뭹ꅁꣃꕈ꒧뙩ꛦ끔꺧뙄ꡄꪺꭥ듺ꅃ Ꙣ끔꺧뙄ꡄꪺ냝ꣷ맯삳ꡃꑀꭨ뱳ꝩ볐뭹ꞡꚳꑀ썄냝뚵ꅁꙀꑇꑑ썄ꅁꭥ듺볋ꖻꭨ껚뻚ꡃꑀꭨ뱳ꝩ볐뭹ꪺ뻣엩띐쒱ꅁꙞ떪ꑕꙃ냝썄ꅇ 뷐껚뻚뮡ꧺꓥꗳꪺꅩ뮡ꧺꑀꅪꅁ뗻꛴ꑕ궱꧒ꙃꪺ볆ꭨ뱳ꝩ볐뭹뭐덯꣢뚵ꥷ롱ꪺ닅Ꙙ땻ꯗꅁꣃꙢ빁럭ꪺ땻ꯗꑗ쉉뿯ꅇ ꅝ뱳ꝩ볐뭹ꅞ 룪끔꧊뙄ꡄ?ꆼꆼꆼꆼꆼꆼꆼ?놡띐꧊뙄ꡄ 4-8
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 쏶꧳냝뚵뚶Ꟈꪺꙷ뇆ꅁ결쇗ꝋ볋ꖻ덳쓲뛱떪Ꙑꑀ쏾뱳ꝩ볐뭹ꪺ냝뚵라덹ꚨ볋ꖻ놡뫼ꑗꪺ낾깴ꅁꙝꚹ룪끔꧊ꕈ놡띐꧊뙄ꡄꪺ뱳ꝩ볐뭹덑ꗦ뿹ꙷ뇆ꅁꗽꕈ쁈뻷ꪺꓨꚡ뇆ꙃ뚶Ꟈꅃꑗ굺냝뚵ꭙ뇄Likertꑃꓘꯗ뙩ꛦ뿅뙱ꅁ꓀ꝏ떹꒩7꓀ꅝ룪끔꧊ꅞꛜ1꓀ꅝ놡띐꧊ꅞꅃꕴꕾꅁꡃꭨ볐뭹ꣃ덑룟냝ꅵ녺쒱녯덯귓볐뭹뭐륱뗸륃볖뺹곛쏶땻ꯗ꙰꛳ꅈꅶꅁ곛쏶꧊낪ꝃꗑ5ꛜ1꓀군꓀ꅃ ꡃꭨ볐뭹ꪺ군꓀ꓨꚡ결룪끔꧊ꕈ놡띐꧊뙄ꡄꪺ꓀볆뭐곛쏶꧊꓀볆곛궼ꅁꕈ꧒녯꒧ꕛ앶꓀볆뙩ꛦꓱ룻ꅃꕛ앶군꓀ꪺꗘꪺ걏결ꑆ뿯꣺뭐룪끔꧊ꕈ놡띐꧊뙄ꡄ곛닅ꅁꙐ껉뭐륱뗸륃볖곛쏶꧊낪ꪺ뱳ꝩ볐뭹ꅃ 룪끔꧊ꕈ놡띐꧊꣢쏾뙄ꡄꙕꚳꑑꭨ뱳ꝩ볐뭹ꅁ끷맯꣢쏾뙄ꡄꙕꑑꭨ볐뭹꓀ꝏ군뫢꓀볆ꅝ녎꧒ꚳ볋ꖻ맯룓볐뭹ꪺ뗻꓀ꕛ셠ꅞꅁꕈ낪ꝃ꓀ꕙ엣꣢쏾뙄ꡄꪺ깴늧꧊ꅁ룪끔꧊뙄ꡄꭏ꽤녯꓀돌낪ꪺꑔꭨ볐뭹ꅁ놡띐꧊뙄ꡄꭨꭏ꽤녯꓀돌ꝃꪺꑔꭨ볐뭹ꅃ걄뿯ꕘꪺ룪끔꧊ꕈ놡띐꧊ꙕꑔꭨ뱳ꝩ볐뭹뻣뉺꧳닄론ꫭ1ꅁ녎ꗎ꧳맪엧꡴닎뻮둔뱳ꝩ꒤ꪺ뱳ꝩ볐뭹덝군ꅃ • 뻉ꓞ껄ꩇ ꖻ곣ꡳꭙ놴끑뛇닎둃엩맯꧳뵵ꑗ둃엩ꪺ뻉ꓞ껄ꩇꅁ쏶꧳뛇닎둃엩ꪺ뎡ꗷꭙꕈꖭ궱뱳ꝩꪺꓨꚡ뙩ꛦꅃ결뵔ꭏꖭ궱뱳ꝩꪺ덝군꿠륆꣬뭻ꪾ꧊ꕈ놡띐꧊ꪺ뻉ꓞ껄ꩇꅁ곣ꡳꗽ뭳Ꝁꕼꭨꖭ궱뱳ꝩꅁ녪뷕뭻ꪾ꧊ꕈ놡띐꧊뻉ꓞ껄ꩇꪺꙕ꣢ꭨꅁꣃꕈ꒧뙩ꛦ뻉ꓞ껄ꩇꪺꭥ듺ꅃ ꖭ궱뱳ꝩꭙꕈ닄ꑀ뚥걱ꭥ듺꧒ꡍꥷꪺ륱뗸륃볖뺹결ꕄ썄ꅃꙢ뙩ꛦꖭ궱뱳ꝩꪺ덝군껉ꅁ뭻ꪾ꧊뻉ꓞ뱳ꝩ녪뷕뱳ꝩ냓ꭾꪺ꧊꿠꙰덴ꯗꅂ쉘ꕒ꧊ꅂ믹껦떥ꕩ꣑껸뙏ꯤꛒ뭐ꓱ룻ꪺ쓝꧊ꅁ놡띐꧊뻉ꓞ뱳ꝩꭨ녪뷕뱳ꝩ꧒꿠ꓞ땯껸뙏놡뫼ꑗꪺ삳ꅁꙝꚹ룻녪뷕뱳ꝩꪺ덝군ꖩꅁ꙰맏띦끴ꅂꪩ궱덝군떥ꅃ 4-9
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꭥ듺볋ꖻ낣ꕼꭨꖭ궱뱳ꝩ꒧ꕾꅁꣃ덑떹꒩쏶꧳뭻ꪾ꧊뻉ꓞꕈ놡띐꧊뻉ꓞꪺꥷ롱ꕈ뮡ꧺꅝꢣ뿽5ꅩ뮡ꧺꑇꅪꅞꅃꭥ듺볋ꖻ쉳쓽꧒떹꒩ꪺꕼꭨ뱳ꝩꅁꣃ껚뻚뱳ꝩ떹꒩꣤ꪺ뻣엩띐쒱ꅁ뗻꛴ꙕꭨ뱳ꝩ꧒꿠ꓞ땯뭻ꪾ꧊뻉ꓞꕈ놡띐꧊뻉ꓞꪺ땻ꯗꅃꭥ듺볋ꖻ맯꧳ꡃꑀꭨ뱳ꝩꅁꞡ덑굮ꡄꙞ떪ꑕꙃ냝썄ꅇ 뷐껚뻚뮡ꧺꓥꗳꪺꅩ뮡ꧺꑇꅪꅁ뗻꛴녺꧒ꓢ꒤꧒꺳꣬ꪺꕼꭨꖭ궱뱳ꝩ룻꿠뒣꣑귾ꑀ뫘뻉ꓞ껄ꩇꅁꣃꙢ빁럭ꪺ땻ꯗꑗ쉉뿯ꅇ 뭻ꪾ꧊뻉ꓞ?ꆼꆼꆼꆼꆼꆼꆼ?놡띐꧊뻉ꓞ 덝군ꪺꕼꭨꖭ궱뱳ꝩ꒤ꅁ녪뷕뭻ꪾ꧊ꕈ놡띐꧊뻉ꓞꪺꙕꚳꑇꭨꅁ결쇗ꝋ꣼듺볋ꖻ덳쓲Ꙟ떪Ꙑꑀ쏾뱳ꝩ껉ꅁ꣼꣬놡뫼덳쓲꧊ꪺ뱶암ꅁꙝꚹ꣢쏾뻉ꓞ껄ꩇꪺ냝뚵ꗦ뿹ꕘ뉻ꅁ뵳뢹돦볆결귬ꗽ덝군ꪺ놡띐꧊ꖭ궱뱳ꝩꅁ싹볆결뭻ꪾ꧊ꖭ궱뱳ꝩꅃ Ꙣ군꓀ꓨ궱ꅁꑗ굺ꑃꓘꯗLikertꪺ냝뚵ꕈ7꓀ꅝ뭻ꪾ꧊뻉ꓞꅞꛜ1꓀ꅝ놡띐꧊뻉ꓞꅞ군꓀ꅁꣃ걄뿯ꕘꕼꭨ뱳ꝩ꒤ꪺ돌낪꓀뭐돌ꝃ꓀ꅝꙐ볋ꕈ꧒ꚳ볋ꖻ맯룓ꭨ뱳ꝩꪺ떹꓀ꕛ셠ꅞꅁ녎ꗎ꧳맪엧뚥걱꒤꓀ꝏꕎꫭ뭻ꪾ꧊ꕈ놡띐꧊ꪺ뻉ꓞ꣓랽ꅃꕼꭨ뱳ꝩꪺ꓀볆꙰ꫭ4-5꧒ꗜꅃ ꫭ4-5ꅇꖭ궱뱳ꝩ뻉ꓞꭥ듺떲ꩇ 뱳ꝩ뵳뢹 ??2 3 ??꓀볆 㔹?206 73 ㈱?? . 맪엧뙩ꛦ땻Ꟈ 결쇗ꝋꙢ맪엧륌땻꒤쏶꧳냓ꭾ꽁ꑊ땻ꯗꪺ뿅뙱ꕩ꿠맯꧳볋ꖻ덹ꚨꑺ쉚꧊ꪺ뻉ꓞ껄ꩇꅁ뙩ꛓ뱶암ꯡ쓲맪엧뙩ꛦꪺ쑙싔꧊ꅁ볋ꖻ덑굮ꡄꗽꑗ뫴돸ꙗꕈ걄뿯뇽4-10
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 냑ꕛꪺ껉걱ꅃꙢ돸ꙗ륌땻꒤ꅁ볋ꖻꝙ믝뛱뱧ꑀꗷ쏶꧳륱뗸륃볖뺹ꕈ꣤ꕌ꣢볋냓ꭾꅝ껈륃룪끔ꅂ뫴룴ꫡꦱꅞꪺ꽁ꑊ냝ꣷꅃꙐ껉ꅁ볋ꖻ돸ꙗ뚶Ꟈꝙ결닕ꝏ꓀끴ꪺ뻚ꅁ꣤뚶Ꟈꚸ꓀끴ꛜ닄1ꛜ닄12닕ꅃ ꖻ곣ꡳ볋ꖻ뛒ꓨꚡꕄ굮ꭙ롧ꗑ뛒땻Ꟈꯡꅁꗑ볋ꖻꛛꛦ돸ꙗꅁ볋ꖻꣃ뚷Ꙣꖿꚡ냑뭐맪엧꒧ꭥꗽꑗ뫴뛱뱧돸ꙗ룪껆ꕈ꽁ꑊ뙱ꫭꅃꚹ꣢뚥걱돸ꙗ뭐맪엧땻Ꟈꪺꗘꪺꭙ듁뇦덺륌껉뚡ꪺ냏륪ꅁ듮ꝃ꽁ꑊ뿅뙱ꕩ꿠맯꧳맪엧뙩ꛦ껉ꪺ뻉ꓞꅁꙝꚹ뇄ꭥ뿅뙱ꪺꓨꚡ뙩ꛦꅃ볋ꖻꪺ꓀닕ꝙ껚뻚ꙕꑈ돸ꙗꪺ뚶ꟇꅁꟇ겣ꛜ곣ꡳ덝군ꪺ1ꛜ12닕ꅝꚹ뎡ꗷ볋ꖻꣃ꒣ꪾ놡ꅞꅃ 결륆꣬뻉ꓞ껄ꩇꪺ뱶암ꅁ맪엧뙩ꛦ땻Ꟈ꓀결ꑇ귓뚥걱ꅃꙢ닄ꑀ뚥걱꒤ꅁ맪엧볋ꖻ덑ꓞ뻉뙩ꑊ맪엧돵꧒ꅁꣃ덑ꝩꪾꗑ꧳ꭥꑀꛬ볋ꖻꥼꖼꞹꚨ맪엧ꅝꗑꕴꑀꛬ뻉귻낲꣏ꗎ꡴닎ꅞꅁꙝꚹ뷐꣤땹ꯝ볆꓀쓁ꅃ꧳볋ꖻ떥ꯝꑀꛜꑇ꓀쓁꒧ꯡꅁ뻉ꝩꪾꕴꚳꑀ뭐뱳ꝩ곛쏶ꪺ곣ꡳꅁ뷐ꡄ볋ꖻꙐ띎Ꙣ떥ꯝꪺ껉뚡꒺ꗽꣳꝕ뛱떪룓곣ꡳꪺ냝ꣷꅃ Ꙣ꣺녯볋ꖻꪺꙐ띎ꯡꅁ뻉귻ꗽ떹꒩볋ꖻꑀꭨꖭ궱뱳ꝩꅝꗽꑷꧢ엒ꡍꥷ볋ꖻ뻉ꓞ껄ꩇ닕ꝏꅞꅁ뮡ꧺ뷐볋ꖻ맯룓ꭨ뱳ꝩ덝군뒣꣑띎ꢣꅃ결ꕛ녪뻉ꓞ껄ꩇꅁ뻉귻ꣃ녎뷐볋ꖻ뛱뱧ꑀꗷ냝ꣷꅃ룓냝ꣷ끷맯꒣Ꙑ뻉ꓞ껄ꩇꪺ닕ꝏꚳ꣢귓ꪩꖻꅇ뒣꣑꒩뭻ꪾ꧊뻉ꓞ껄ꩇ닕ꝏꪺ냝ꣷ녎뗛궫냓ꭾ쓝꧊ꪺꯤꛒꅁ꣒꙰룟냝뱳ꝩ꧒뒣꣑꒧룪끔걏ꝟꚳꝕ꣤ꑆ룑냓ꭾ꧊꿠ꅂ뱳ꝩ걏ꝟ뒣꣑ꢬ냷룪끔꣏꣤뙩ꛦ쏾늣ꭾꪺꓱ룻떥ꅃ맯꧳놡띐꧊뻉ꓞꪺ볋ꖻꭨ룟냝꣤맯꧳뱳ꝩꪺ뻣엩띐쒱ꅁ꣒꙰뱳ꝩ걏ꝟ꿠꣏꣤띐꣼꣬륱뗸륃볖뺹ꪺ깔볖껄ꩇꅂ뱳ꝩꪩ궱ꛢ녭ꙷ뇆걏ꝟꯪ럭떥ꅃ볋ꖻ뛱떪ꞹ냝ꣷꯡꅁ뻉귻ꚬ뚰냝ꣷꅁ낲ꭥꑀꛬ꡴닎꣏ꗎꪺ뻉귻ꣃ빁껉떲ꟴꅁ놵뗛ꗑ냝ꣷ뻉귻ꓞ뻉볋ꖻ뙩ꑊ뭐꣏ꗎ맪엧꡴닎ꅃ 결꣏꣼듺볋ꖻ닅Ꙙꅵꯤꛒꕩ꿠꧊볒ꚡꅶ꒤껸뙏꣣ꚳ걙뫘땻ꯗꩠ띎ꕈ뉺룑ꪺꭥ뒣낲덝(Cacioppo and Petty, 1989)ꅁ볋ꖻ녎덑ꝩꪾꝙ녎뙩ꛦꪺ곣ꡳ걏ꑀ뚵뭐뫴4-11
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 꾸덝군ꚳ쏶ꪺ뗻꛴ꅁꙝꚹ듁뇦볋ꖻ맯꧳꧒왛뷠뫴꾸ꪺ꒺깥ꅂ뱳ꝩꙷ뇆ꅂꪩ궱덝군떥ꙕꓨ궱ꞡꕊ닓왛맮ꅁꣃ꧳돌ꯡ뒣꣑띎ꢣꅃ 볋ꖻꙀ녎쉳쓽4궶뫴궶ꅁꙢ띦끴ꪺ뫴궶ꕄ썄ꓨ궱ꅁ결쇗ꝋꑺ쉚ꅁ뿯뻜뭐ꫭ4-3꒤냓ꭾꞡ때쏶ꪺ낷녤룪끔Ꝁ결뫴궶꒺깥ꕄ썄ꅃ뫴궶꒺깥ꪺ꣓랽결신룼ꛛ과냪ꙷ껵ꑈ맘ꕸ왗꓀꒽ꕱ꒸껰ꚭꙷ낷녤ꗍ겡뫴( ꡃ궶뫴궶ꣃ띦끴ꑀ뻮둔뱳ꝩꅁ뻮둔뱳ꝩ꒤꧒꣏ꗎꪺ끔꺧뙄ꡄꕈ엜꓆떦늤뗸볋ꖻꗽꧢ엒ꡍꥷ꒧닕ꝏꛓꥷꅃ결쇗ꝋ뫴궶꒤뛈ꕘ뉻륱뗸륃볖뺹뱳ꝩ녎꣏볋ꖻ늣ꗍꙮ꥟꣤ꕌ놡뫼삳ꅁ뫴궶꒤낣륱뗸륃볖뺹꒧ꕾꣃ녎꣏ꗎꑔꭨ뛱ꕒ뱳ꝩꅁ뛱ꕒ뱳ꝩꕄ썄꓀ꝏ결뫴룴ꫡꦱꅂꙀꙐ냲ꅂꕈ껈륃룪끔ꅃ 볋ꖻ꧳쉳쓽ꞹ뫴궶꒧ꯡꅁ뙩ꛦ냝ꣷ뛱떪ꅃ냝ꣷ꒤낣ꕝ걁ꖻ곣ꡳ삳엜뚵뿅뙱ꅝꢣꖻ뎹론ꅞ꒧ꕾꅁꣃ녎ꕝ걁쏶꧳뛱ꕒ뱳ꝩꅂ뫴궶덝군ꅂ뫴궶꒺깥떥냝뚵ꅁꣃ꒣ꙃꑊꯡ쓲룪껆꓀꩒ꅃ볋ꖻ뛱떪ꞹ냝ꣷ꒧ꯡꅁ녎ꗑ뻉귻ꫭꗜ쇂띎ꅁꣃ뒣꣑볋ꖻ냑ꕛ맪엧꒧ꑰ슧ꭾꅁꛜꚹ룓볋ꖻꪺ맪엧떲ꟴꅃ 쏶꧳맪엧ꪺ뙩ꛦꅁꖻ곣ꡳ꓀ꝏ꧳냪ꗟ꒤ꖡꑪ뻇ꕈ덎뻇끼뙩ꛦ볋ꖻ뛒ꅁꙀ뛒녯243ꙗ볋ꖻꅃ꙰ꓥ쑭놴끑론꧒ꕘꅁ냲꧳껸뙏ꑗ뫴겡냊ꦹꦹ뻚ꗘꪺ꒣Ꙑꛓꕩ꓀결꙰띪둍꽓ꥷ룪끔ꪺꅵꗘ볐뻉ꙖꅶꕈꙢ뫴ꑗ뚢덽ꪺꅵ롧엧꧊ꅶ꣢쏾ꛦ결ꅁꖻ곣ꡳ녎243ꙗ볋ꖻ꓀결꣢롳ꅁ닄ꑀ롳덝군결ꅵ롧엧꧊ꅶꪺ볋ꖻꅁꗧꝙꙢ맪엧뙩ꛦ껉뛈뒣ꗜ볋ꖻꖭ녠닟멄쉳쓽뫴궶ꅃ닄ꑇ롳ꭨ덝군결ꅵꗘ볐뻉Ꙗꅶꪺ볋ꖻꅁ낣뫴궶쉳쓽꒧ꕾꅁꣃ꽓ꝏ뒣ꗜ뚷ꩠ띎뫴궶꒤ꪺ뱳ꝩꅁꕈꓞ땯꣤맯꧳뱳ꝩ룪끔덂뉺ꪺ냊뻷ꅁ싇ꕈꓱ룻꣢롳볋ꖻꙢ뵵ꑗ뱳ꝩ룪끔덂뉺껉ꪺ깴늧ꅃ 4-12
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Ꙣ낲뮡샋ꥷ뎡ꗷꅁ뺨뫞맯꧳쉳쓽ꛦ결꣣ꚳ꽓껭ꗘꪺ뭐ꝟꪺ꓀쏾ꚳ꣤ꖲ굮꧊ꅁꗑ꧳ꅵꑗ뫴ꗘꪺꅶꣃꭄꖻ곣ꡳ걛멣꒤ꪺꑀ귓뻞ꙝ꿀ꅁꙝꚹꖻ곣ꡳ녎꒣Ꙑ꓀쏾쏾ꮬ쉳쓽ꪺꓱ룻롭꧳론꒤ꅁꙢ곣ꡳ낲뮡샋ꥷ뎡ꗷ꒴ꕈ243ꙗ볋ꖻ뙩ꛦ뻣엩꓀꩒ꅃ 룪껆꓀꩒ꓨꩫ Ꙣ꣏ꗎꪺ곣ꡳꓨꩫꓨ궱ꅁꖻ곣ꡳꕈCronbach’s α뙩ꛦ꽁ꑊ뙱ꫭꪺꭈꯗ샋듺ꅃ꣢롳엩뚡ꖭꞡ볆깴늧ꪺ엣뗛꧊샋ꥷ뇄돦ꙝꑬ엜늧볆꓀꩒(one-way ANOVA)뙩ꛦꅁ멣꧀뚡ꪺꗦ꒬Ꝁꗎ쏶ꭙꭨꕈꑇꙝꑬ엜늧볆꓀꩒(two-way ANOVA)뙩ꛦꅃꙢꞡ볆깴샋ꥷꓨ궱ꅁ굙ꚳ꣢귓ꙝ볆ꓴ럇ꅁꭨ뇄뽗ꗟ볋ꖻt샋ꥷꅁꚳ꣢귓ꕈꑗꪺꙝ볆ꓴ럇껉ꭨ뇄ScheffeꙨ궫ꓱ룻ꩫ샋ꥷ꒧ꅃ4-13
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 5. 룪껆꓀꩒ ꖻ뎹Ꙣ꒺깥ꙷ뇆ꑗꅁ론결볋ꖻ냲ꖻ룪껆꓀꩒ꅁ뮡ꧺ맪엧볋ꖻꪺ냲ꖻ룪껆ꕈ굉뒺ꅃ론결ꭈꯗ뭐껄ꯗ샋듺ꅁꕈCronbach’s α샋듺ꖻ곣ꡳ꧒꣏ꗎꪺ곣ꡳ멣꧀걏ꝟ꣣ꚳꕩ놵꣼ꪺꭈꯗ귈ꅁꣃ샋듺곛쏶멣꧀걏ꝟ꣣ꚳꕩ놵꣼ꪺ멣꧀껄ꯗꅃ론끷맯룪껆걏ꝟ닅Ꙙ엜늧볆꓀꩒ꪺ냲ꖻ낲덝뙩ꛦ샋엧ꅁꙢ뵔ꥷꙕ뚵낲덝ꞡ닅Ꙙꪺ뇸ꗳꑕꅁ론끷맯닄3뎹꧒뒣ꕘꪺ곣ꡳ낲뮡뙩ꛦ샋듺ꅁ론ꭨ끷맯ꗘ볐뻉Ꙗꕈ롧엧꧊껸뙏ꪺ뱳ꝩ껄ꩇ뙩ꛦꓱ룻ꅃ론결뻉ꓞ떦늤맯꧳뱳ꝩ껄ꩇ뱶암ꪺ놴꿁꧊꓀꩒ꅁ론꒤ꭨ띊뻣ꑆꖻ뎹ꪺ룪껆꓀꩒떲ꩇꅃ . 볋ꖻ냲ꖻ룪껆꓀꩒ ꖻ론녎끷맯243ꙗ볋ꖻꪺ냲ꖻ룪껆뙩ꛦ꓀꩒ꅁꕈ뒣꣑쏶꧳볋ꖻ굉뒺룪껆ꪺꑆ룑ꅃ243ꙗ볋ꖻ덑ꖭꞡ꓀끴ꛜ12귓맪엧닕꒤ꅁꙕ닕ꑈ볆꙰ꫭ5-1꧒ꗜꅃ ꫭ5-1ꅇꙕ맪엧닕ꑈ볆 닕ꝏ 뱳ꝩ엜꓆ 끔꺧뙄ꡄ 뻉†ꓞ ꑈ볆 1 때 21 2 룪끔꧊뙄ꡄ 뭻ꪾ꧊뻉ꓞ 21 3 맪뷨꧊엜꓆놡띐꧊뻉ꓞ 20 4 때 20 5 놡띐꧊뙄ꡄ 뭻ꪾ꧊뻉ꓞ 20 6 놡띐꧊뻉ꓞ 21 7 때 20 8 룪끔꧊뙄ꡄ 뭻ꪾ꧊뻉ꓞ 20 9 룋릢꧊엜꓆놡띐꧊뻉ꓞ 20 10 때 20 11 놡띐꧊뙄ꡄ 뭻ꪾ꧊뻉ꓞ 20 12 놡띐꧊뻉ꓞ 20 5-1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 쏶꧳243ꙗ볋ꖻꪺ냲ꖻ룪껆ꅁ띊뻣꧳ꫭ5-2ꅃ ꫭ5-2ꅇ볋ꖻ냲ꖻ룪껆 볋ꖻ꽓꧊ ꑈ볆 ꛊ꓀ꓱ(%) 닖뽮ꛊ꓀ꓱ(%) ꧊ꝏꡫ 123 ꑫ 120 18랳 15 19랳 60 20랳 50 21랳 19 22랳 14 23랳 15 24랳 19 ꙾쓖 25랳 22 26랳 6 27랳 10 28랳 2 29랳 6 30랳 3 31랳 1 32랳 1 ꓖ꧳6귓ꓫ 2 6ꛜ12귓ꓫ 12 뫴믚뫴룴 ꣏ꗎ롧엧1ꛜ3꙾ 80 4ꛜ6꙾ 131 7꙾ꕈꑗ 18 ꡃꓑ9ꚸꕈꑗ 78 ꡃꓑ5ꛜ8ꚸ 54 ꡃꓑ1ꛜ4ꚸ 81 WWW쉳쓽뺹 ꣏ꗎ쁗뉶ꡃ뙧볆ꚸ 29 ꡃ뙧1ꚸ 1 ꡃꓫ1ꚸ 0 둘ꕇ꒣ꗎ 0 0ꛜ1ꑰ껉 6 2ꛜ4ꑰ껉 71 ꖭꞡꡃ뙧5ꛜ6ꑰ껉 40 ꫡꙢWWWꑗ 7ꛜ9ꑰ껉 27 ꪺ껉뚡 10ꛜ20ꑰ껉 45 21ꛜ40ꑰ껉 24 뙗륌40ꑰ껉 30 5-2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-2ꅇ볋ꖻ냲ꖻ룪껆ꅝ쓲ꅞ 볋ꖻ꽓꧊ ꑈ볆 ꛊ꓀ꓱ(%) 닖뽮ꛊ꓀ꓱ(%) ꕢ꙾ꕈꑕ 73 ꕢ꙾ꛜꑀ꙾ 19 ꣏ꗎ륱뗸륃볖뺹 ꪺ롧엧ꑀ꙾ꛜ꣢꙾ 22 ꣢꙾ꛜꑔ꙾ 26 ꑔ꙾ꕈꑗ 103 맯륱뗸륃볖뺹 낪꽁ꑊ 122 ꪺ냓ꭾ꽁ꑊ땻ꯗ ꝃ꽁ꑊ 121 ꅩ꧊ꝏꅪ Ꙣ꧒ꚳ볋ꖻ꒤ꅁꡫ꧊뭐ꑫ꧊ꪺꓱ꣒ꑪ교곛떥ꅁ꓀ꝏ결123ꙗꕈ120ꙗꅁꙕ곹ꑀꕢꪺꓱ꣒ꅁ꓀ꖬꖭꞡꅃ ꅩ꙾쓖ꅪ Ꙣ볋ꖻꪺ꙾쓖뱨꓀ꖬꓨ궱ꅁꖻ곣ꡳꙢ꒤ꖡꑪ뻇ꕈ덎뻇끼뛒ꛛ쑀볋ꖻꅁ볋ꖻ꣓랽ꕝ걁뻇ꗍꕈ뻇껕꒤ꪺ귻ꑵꅃꗑ꧳뻇ꗍ볋ꖻꑪꙨ볆ꅁꙝꚹ볋ꖻ꙾쓖ꕄ굮뚰꒤꧳19ꕈ20랳ꅁꙀ%ꅃ26랳ꕈꑗ볋ꖻꭨ%ꅁ꣤꒤30랳ꕈꑗ볋ꖻꙀꚳ5ꙗꅁ꧒ꚳ볋ꖻꑈ볆ꪺ%ꅁꓱ꣒곛맯룻ꓖꅃ ꅩ뫴믚뫴룴꣏ꗎ롧엧ꅪ Ꙣꗾ뎡243ꙗ볋ꖻ꒤ꅁ뙗륌ꕢ볆ꪺ볋ꖻ꣣ꚳ4ꛜ6꙾ꪺ뫴믚뫴룴꣏ꗎ롧엧ꅁ꣤ꚸ결1ꛜ3꙾ꪺ꣏ꗎ롧엧ꅃꕈ맪엧볋ꖻ맯꧳뫴믚뫴룴ꪺ꣏ꗎ롧엧왛꒧ꅁ볋ꖻ삳맯꧳뫴믚뫴룴ꩁ냈ꚳ곛럭ꪺ롧엧ꅁꙝꚹ맯꧳ꗾ뉹룪끔뫴ꪺ쉳쓽ꗧ삳곛럭보노ꅝꚹ뚵맪ꗑ볋ꖻꪺWWW쉳쓽뺹꣏ꗎ쁗뉶ꗧꕩ녯ꪾꅞꅃ ꫭ5-2엣ꗜꅁ볋ꖻ꣣7꙾ꕈꑗ뫴믚뫴룴꣏ꗎ롧엧Ꙁꚳ18ꙗꅁ롧뉠ꑊ꓀꩒떲ꩇꅁ룓18ꙗ볋ꖻꖼꖲꞡ결꙾곶룻ꅃ꓀꩒떲ꩇ엣ꗜꅁ18ꙗ볋ꖻ꒤돌ꑰ결19랳ꅁ돌결31랳ꅁꛓ꓀ꖬ꧳25ꛜ27랳뚡Ꙁꚳ13ꛬꅃ 5-3
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩWWW쉳쓽뺹꣏ꗎ쁗뉶ꅪ 맪엧볋ꖻ낣꣣ꚳ곛럭껉뚡ꪺ뫴믚뫴룴꣏ꗎ롧엧꒧ꕾꅁꙢꗾ뉹룪끔뫴쉳쓽뺹꣏ꗎ쁗뉶ꓨ궱ꅁꗧ엣ꗜꕘ룻낪ꪺ쇍뛕ꅃꫭ5-2ꪺ볆뻚엣ꗜꅁ꫱ꑅꚨ(%)ꪺ볋ꖻ닟멄꧳ꡃꓩ꣏ꗎ볆ꚸꗾ뉹룪끔뫴쉳쓽뺹ꅃꗑ룓볆뻚ꗧꕩ곝ꕘꅁ뻣엩ꛓꢥꖻ곣ꡳꪺ맪엧볋ꖻ삳쓝꧳ꗾ뉹룪끔뫴ꪺ낪ꯗ꣏ꗎ뇚롳(heavy users)ꅃꚹ뉻뙈낣ꕩ엣ꗜ맪엧볋ꖻ맯꧳ꗾ뉹룪끔뫴꣏ꗎꪺ보노땻ꯗ꒧ꕾꅁꕄ굮귬ꙝꭙꗑ꧳ꗘꭥꑗ뫴샴맒땯륆ꅁꕈ뻇껕샴맒꒤껕뛩뫴룴꣏ꗎꪺꭋꝑ꧊꧒교ꅃ ꅩꖭꞡꡃ뙧ꫡꙢWWWꑗꪺ껉뚡ꅪ ꕈ맪엧볋ꖻꖭꞡꡃ뙧ꫡꙢꗾ뉹룪끔뫴ꑗꪺ껉뚡ꛓꢥꅁ돌Ꙩ결ꡃ뙧2ꛜ4ꑰ껉(%)ꅁ꣤ꚸ결ꡃ뙧10ꛜ20ꑰ껉(%)ꅃꗑꫭ5-2룪껆엣ꗜꅁꙢꡃ뙧ꫡ꧳ꗾ뉹룪끔뫴ꪺ껉뚡ꑗꅁꚳꙨꛜꡃ뙧뙗륌40ꑰ껉ꅁꗧꚳꡃ뙧ꓖ꧳1ꑰ껉ꅃ뺨뫞ꕈꗾ뉹룪끔뫴쉳쓽뺹꣏ꗎ쁗뉶ꛓꢥꅁ볋ꖻꝥ뉻ꕘ낪ꯗ꣏ꗎ뇚롳ꪺ쇍뛕ꅁ둎ꖭꞡꡃ뙧ꫡ꧳ꗾ뉹룪끔뫴ꪺ껉뚡ꛓꢥꅁꣃꖼꝥ뉻ꕘꓓ륌낾싷ꪺ멁ꅁ꓀ꖬꥼ쓝ꖭꞡꅃ ꗑꕈꑗ뫴믚뫴룴꣏ꗎ롧엧ꅂWWW쉳쓽뺹꣏ꗎ쁗뉶ꅂꖭꞡꡃ뙧ꫡꙢWWWꑗꪺ껉뚡떥ꑔ뚵냲ꖻ룪껆꓀꩒엣ꗜꅁꖻ곣ꡳ뛒ꪺ볋ꖻ맯꧳뫴믚뫴룴ꕈꗾ뉹룪끔뫴ꞡꚳ곛럭땻ꯗꪺ꣏ꗎ롧엧ꅁꣃꭄꗍꓢꅃꙝꚹꅁ둎볋ꖻ룪껆꧒엣ꗜꅁꖻ곣ꡳ꧒뛒볋ꖻ꒣뛈녎걏뫴룴뱳ꝩꪺꕄ굮ꗘ볐뇚롳ꅁ꣤ꑗ뫴롧엧ꑝ삳맯꧳뵵ꑗ샴맒ꪺ뱳ꝩꚳ곛럭땻ꯗꪺ놵쒲ꅁ걇ꗧ빁Ꙙꖻ곣ꡳꪺ놡맒꧒믝ꅃ ꅩ꣏ꗎ륱뗸륃볖뺹ꪺ롧엧ꅪ 둎볋ꖻ꣏ꗎ륱뗸륃볖뺹ꪺ롧엧ꛓꢥꅁꗑꫭ꒤ꕩꕈ곝ꕘ볋ꖻ꣏ꗎ륱뗸륃볖뺹ꪺ롧엧ꗑꕢ꙾ꛜꑔ꙾ꕈꑗ꒣떥ꅁ꣤꒤ꑔ꙾ꕈꑗꭋꚳ103ꑈ(%)ꅃꗑꫭ꒤ꛊ꓀ꓱꕩꕈ녯ꪾꅁ꣏ꗎ륱뗸륃볖뺹롧엧낪꧳꣢꙾뭐ꝃ꧳꣢꙾ꅁꙕ곹셠볋ꖻ볆ꪺꑀꕢꅃ 5-4
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ맯륱뗸륃볖뺹ꪺ냓ꭾ꽁ꑊ땻ꯗꅪ 둎볋ꖻ맯꧳륱뗸륃볖뺹ꪺ냓ꭾ꽁ꑊ땻ꯗꓨ궱ꅁ낪꽁ꑊ뭐ꝃ꽁ꑊꪺ볋ꖻꙕ곹50%ꅁ엣ꗜꙢ243ꙗ볋ꖻ꒤ꪺ냓ꭾ꽁ꑊ땻ꯗ꓀ꖬꖭꞡꅃꙐ껉ꅁ243ꙗ볋ꖻ맯꧳륱뗸륃볖뺹꽁ꑊ땻ꯗꪺꖭꞡ귈결ꅃ ꕈ볋ꖻ맯꧳륱뗸륃볖뺹꣏ꗎ롧엧ꛓꢥꅁ꣤맯꧳륱뗸륃볖뺹삳ꚳ곛럭보노땻ꯗꅃꙐ껉ꅁꗑ볋ꖻ맯꧳륱뗸륃볖뺹ꪺ냓ꭾ꽁ꑊ땻ꯗ꓀ꖬ왛꒧ꅁ낣낪ꝃ꽁ꑊ땻ꯗ꓀ꖬꖭꞡ꒧ꕾꅁ243ꙗ볋ꖻꪺ꽁ꑊ꓀볆ꖭꞡ귈결ꅁꗧ곛럭놵꫱꧒꣏ꗎ꽁ꑊ뙱ꫭꪺ꒤쉉ꅝ30꓀ꅞꅁ닅Ꙙꖻ곣ꡳꗽꭥꪺ듁뇦ꅁꝙ볋ꖻ꒣ꛜ꧳낾Ꙗ낪ꝃ꽁ꑊꗴꑀꓨꛓꚨ뛉뇗ꅃ . ꭈꯗ뭐껄ꯗ샋듺 . ꭈꯗ ꖻ론뮡ꧺꙢꖻ곣ꡳ꧒꣏ꗎꪺ곛쏶멣꧀뿅뙱꒧ꭈꯗ샋듺ꅃꫭ5-3띊뻣냓ꭾ꽁ꑊ땻ꯗꕈ뱳ꝩ멁ꯗ꣢뚵멣꧀ꪺꭈꯗ귈(Cronbach’s α)ꅃꫭ꒤룪껆엣ꗜꅁꖻ곣ꡳ꧒뇄ꗎ뙱ꫭ쏶꧳껸뙏냓ꭾ꽁ꑊ땻ꯗ꣤뱳ꝩ멁ꯗꞡ낪꧳ꕈꑗꅁ륆Nunnally (1978)꧒ꯘ쒳ꪺꓴ럇ꅁ엣ꗜꖻ곣ꡳ꧒뇄ꗎꪺ냓ꭾ꽁ꑊ땻ꯗꕈ뱳ꝩ멁ꯗ꣢뚵멣꧀ꞡ꣣ꚳꕩ놵꣼ꪺꭈꯗꓴ럇ꅃ ꫭ5-3ꅇ곣ꡳ멣꧀ꭈꯗ 곣ꡳ멣꧀ 썄뚵볆ꗘ Cronbach’s α 냓ꭾ꽁ꑊ땻ꯗ 10썄 뱳ꝩ멁ꯗ 5썄 5-5
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 멣꧀껄ꯗ샋듺 Ꙣ맪뱸곣ꡳ꒤ꪺ멣꧀껄ꯗ뿅뙱ꅁ돌ꕄ굮ꝙ결ꚬ샄껄ꯗ(convergent validity)ꕈꝐꝏ껄ꯗ(discriminant validity)ꪺ샋듺ꅁꖻ곣ꡳ녎ꕈ놴꿁꧊ꙝ꿀꓀꩒ꕈ썄뚵뚡ꪺ곛쏶꽸끽샋듺뿅뙱ꑵ꣣ꪺ멣꧀껄ꯗꅃꙢ뙩ꛦꙝ꿀꓀꩒껉ꅁ뇄VARIMAXꪺꖿꗦ신뙢ꓨꚡꅁ쏶꧳ꙝ볆귓볆ꪺ뿯뻜ꭨꕈ꽓뱸귈(eigenvalue)ꑪ꧳1결Ꝑ쉟뻚ꅃ ꙝ꿀꓀꩒떲ꩇ뻣뉺꧳ꫭ5-4ꅃꙝ꿀꓀꩒떲ꩇ엣ꗜꅁ꽓뱸귈ꑪ꧳1Ꙁꚳ꣢귓ꙝ꿀ꅁꕂ쉞꣺ꕘꪺ꣢귓ꙝ꿀닖뽮룑쓀엜늧뙱륆%ꅃꫭ5-4꒤닄ꑀ쓦ꪺ볐뢹ꫭ뿅뙱ꪺ썄뚵ꅁINV1ꛜINV10뿅뙱볋ꖻ맯꧳륱뗸륃볖뺹ꪺ냓ꭾ꽁ꑊ땻ꯗꅁAAD1ꛜAAD5뿅뙱뱳ꝩ멁ꯗꅃꗑ썄뚵ꕈꙕꙝ꿀꒧뚡ꪺ맯삳쏶ꭙꕩꕈ땯뉻ꅁꙕ썄뚵꧒ꚨꪺꙝ꿀꓀꩒떲ꩇꞡꚬ샄꧳룓썄뚵꧒뇽뿅뙱ꪺ멣꧀ꑕꅁꕂ뉍랡ꙡꚨ륷듁ꪺ냓ꭾ꽁ꑊ땻ꯗ뭐뱳ꝩ멁ꯗ꣢뚵ꙝ꿀ꅁ엣ꗜꖻ곣ꡳꪺ뿅뙱꣣ꚳꕩ놵꣼ꪺꚬ샄ꕈꝐꝏ껄ꯗꅃ ꫭ5-4ꅇ곣ꡳ멣꧀ꙝ꿀꓀꩒떲ꩇ ꙝ꿀ꑀ ꙝ꿀ꑇ ꅝ냓ꭾ꽁ꑊ땻ꯗꅞ ꅝ뱳ꝩ멁ꯗꅞ INV1 INV2 INV3 INV4 INV5 INV6 INV7 INV8 INV9 INV10 AAD1 AAD2 AAD3 AAD4 AAD5 꽓뱸귈 룑쓀엜늧뙱(%) 닖뽮룑쓀엜늧뙱(%) 5-6
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-5결ꑗ굺썄뚵ꪺ곛쏶ꭙ볆꽸끽ꅃꗑꫭ5-5ꪺ곛쏶ꭙ볆꽸끽엣ꗜꅁꙢ냓ꭾ꽁ꑊ땻ꯗꕈ뱳ꝩ멁ꯗ꣢뚵ꙝ꿀ꪺꪺ뿅뙱썄뚵뚡ꅁꙐꙝ꿀썄뚵ꪺ곛쏶ꭙ볆ꞡ륆엣뗛ꓴ럇(p<)ꅁꕂ꧒ꚳꙐꙝ꿀꒺썄뚵ꪺ곛쏶ꭙ볆ꞡꑪ꧳꒣Ꙑꙝ꿀뚡썄뚵ꪺ곛쏶ꭙ볆ꅁ엣ꗜꖻ곣ꡳꙢ냓ꭾ꽁ꑊ땻ꯗꕈ뱳ꝩ멁ꯗ꣢뚵ꙝ꿀ꪺ뿅뙱ꑗꞡ륆꣬ꕩ놵꣼ꪺꚬ샄껄ꯗꕈꝐꝏ껄ꯗ(Farhoomand and Drury, 1996)ꅃ ꫭ5-5ꅇ냓ꭾ꽁ꑊ땻ꯗꕈ뱳ꝩ멁ꯗ썄뚵곛쏶ꭙ볆꽸끽 INV1 INV2 INV3 INV4 INV5 INV6 INV7 INV8 INV9 INV10 AAD1 AAD2 AAD3 AAD4 AAD5 INV2 *** INV3 *** *** INV4 *** *** *** INV5 *** *** *** *** INV6 *** *** *** *** *** INV7 *** *** *** *** *** *** INV8 *** *** *** *** *** *** *** INV9 *** *** *** *** *** *** *** *** INV10 *** *** *** *** *** *** *** *** *** AAD1 ** *** ** ** *** ** AAD2 *** *** *** ** *** *** ** ** *** AAD3 *** *** *** *** *** *** *** *** AAD4 *** *** ** *** *** *** *** ** ** *** *** *** AAD5 *** *** ** *** *** ** *** *** *** *** ꖭꞡ볆 볐럇깴 (*: p<; **: p<; ***: p<, N=243) Ꙣꯡ쓲ꪺ룪껆꓀꩒꒤ꅁ맯꧳륱뗸륃볖뺹ꪺ냓ꭾ꽁ꑊ땻ꯗꅂ껸뙏ꪺ뱳ꝩ멁ꯗꞡ걏뇄ꕛ셠꓀볆뙩ꛦ꓀꩒ꅝꢣ론엜뚵뻞Ꝁ꓆ꅞꅁꫭ5-6ꭨ결썄뚵ꕛ셠ꯡꪺꙝ꿀뚡곛쏶ꭙ볆꽸끽ꅃ꣤꒤ꅁ냓ꭾ꽁ꑊ땻ꯗꪺꖭꞡ귈결ꅁ랥놵꫱꽁ꑊ뙱ꫭꪺ꒤쉉30꓀ꅁ엣ꗜꙢ쏶꧳륱뗸륃볖뺹ꪺ냓ꭾ꽁ꑊ땻ꯗꓨ궱ꅁꖻ곣ꡳ볋ꖻꣃꖼꝥ뉻낾낪낾ꝃꪺ뛉Ꙗꅃ 5-7
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-6ꅇ냓ꭾ꽁ꑊ땻ꯗꕈ뱳ꝩ멁ꯗꅝꕛ셠꓀볆ꅞ곛쏶ꭙ볆꽸끽 냓ꭾ꽁ꑊ땻ꯗ 뱳ꝩ멁ꯗ 뱳ꝩ멁ꯗ *** ꖭꞡ볆 볐럇깴 (*: p<; **: p<; ***: p<, N=243) . 엜늧볆꓀꩒냲ꖻ낲덝ꪺ샋ꥷ Ꙣ뙩ꛦ엜늧볆꓀꩒껉ꅁꚳꑔ뚵냲ꖻ낲덝ꅝ뛀ꭔ굞ꅁ1995ꅞꅇ • ꧒ꚳꪺ볋ꖻ뎣걏쁈뻷ꧢ뿯ꛓ녯ꅁꛓꕂꦼꚹ뽗ꗟ • ꙕꗀ엩ꝥ녠멁꓀끴 • ꙕꗀ엩ꪺ엜늧볆뎣곛떥 결뵔ꭏꖻ곣ꡳ뭠뚰꧒녯룪껆닅Ꙙꑗ굺ꑔ뚵낲덝ꅁꖻ론끷맯ꙕ낲덝뙩ꛦ샋엧ꅃ . ꧒ꚳꪺ볋ꖻ뎣걏쁈뻷ꧢ뿯ꛓ녯ꅁꛓꕂꦼꚹ뽗ꗟ ꖻ곣ꡳ볋ꖻ뛒ꓨꚡꕄ굮ꭙ롧ꗑ뛒땻Ꟈꯡꅁꗑ볋ꖻꛛꛦ돸ꙗꅁ볋ꖻꣃ뚷Ꙣꖿꚡ냑뭐맪엧꒧ꭥꗽꑗ뫴뛱뱧돸ꙗ룪껆ꕈ꽁ꑊ뙱ꫭꅃꚹ꣢뚥걱돸ꙗ뭐맪엧땻Ꟈꪺꗘꪺꭙ듁뇦덺륌껉뚡ꪺ냏륪ꅁ듮ꝃ꽁ꑊ뿅뙱ꕩ꿠맯꧳맪엧뙩ꛦ껉ꪺ뻉ꓞꅁꙝꚹ뇄ꭥ뿅뙱ꪺꓨꚡ뙩ꛦꅃ볋ꖻꪺ꓀닕ꝙ껚뻚ꙕꑈ돸ꙗꪺ뚶ꟇꅁꟇ겣ꛜ곣ꡳ덝군ꪺ1ꛜ12닕ꅝꚹ뎡ꗷ볋ꖻꣃ꒣ꪾ놡ꅞꅃ ꗑ꧳볋ꖻꑗ뫴돸ꙗ껉뚡ꣃ때ꥷ뚶Ꟈꅁꙝꚹ돸ꙗꗽꯡ뚶Ꟈ겣맪엧닕삳꣣ꚳ쁈뻷ꪺ껄ꩇꅃꕴꑀꓨ궱ꅁ맪엧Ꙣ뙩ꛦ껉ꅁ뻉귻뺨뙱ꙷ뇆꒣Ꙑ뻉ꓞ닕ꝏꅝ때ꅂ뭻ꪾ꧊ꅂ놡띐꧊ꅞ볋ꖻꪺ깹ꛬꚳ꧒냏륪ꅁꕈ쇗ꝋ볋ꖻ맯꧳걏ꝟ뚷왛뷠ꖭ궱뱳ꝩꅝꚳ뻉ꓞ때뻉ꓞꅞꅁ결꛳왛뷠꒣Ꙑ뱳ꝩꅝ뭻ꪾ꧊뭐놡띐꧊뻉ꓞꅞ띐꣬뫃둢ꅃꗧꝙꅁ5-8
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뻉귻Ꙣ맪엧뙩ꛦ뺨뙱꣏볋ꖻ맯꧳꒣Ꙑ뻉ꓞꪺ쏾ꮬ때ꩫ맮쒱ꅁꑝ굮ꡄ볋ꖻꙢ냑뭐맪엧륌땻꒤꒣ꕩ꒬곛끑뷗ꅁꕈꝋ꒬곛뱶암ꅃ 냲꧳ꕈꑗꪺ덝군ꓨꚡꅁꖻ곣ꡳ덝군삳닅Ꙙ엜늧볆꓀꩒맯꧳쁈뻷꧊ꕈ뽗ꗟ꧊ꪺ굮ꡄꅃ . ꙕꗀ엩ꝥ녠멁꓀끴 녠멁꧊샋ꥷꕩꗑ맏ꗜꅁꗑKolmogorov-Smirnov뭐Shapiro-Wilks떥닎군귈ꪺ샋ꥷ떲ꩇꕛꕈꝐ쉟ꅃHair et al. (1995)ꣃꕘꅁꗑ꧳엣뗛꧊샋ꥷꙢꑰ볋ꖻꅝꑰ꧳30ꅞ껉룻때ꗎ덂ꅁꕂꙢꑪ볋ꖻ껉ꅝꑪ꧳1000ꅞ룻결뇓띐ꅁ걇ꯘ쒳곣ꡳꙐ껉샋뗸맏ꗜꕈ엣뗛꧊샋ꥷꪺ떲ꩇꅁ싇ꕈꝐ쉟볋ꖻ룪껆걏ꝟ닅Ꙙ녠멁꧊ꅃꙝꚹꅁꖻ곣ꡳ녎ꕈQ-Q맏(Q-Q plot)ꅁ끴ꙘKolmogorov-Smirnov뭐Shapiro-Wilksꪺ엣뗛꧊샋ꥷ떲ꩇꅁꝐ쉟볋ꖻ룪껆걏ꝟ닅Ꙙ녠멁꧊ꪺ굮ꡄꅃ • 냓ꭾ꽁ꑊ땻ꯗ ꫭ5-7결ꙕ닕볋ꖻ냓ꭾ꽁ꑊ땻ꯗꪺKolmogorov-Smirnov뭐Shapiro-Wilks샋ꥷ떲ꩇꅃꗑꫭ꒤ꕩꕈ땯뉻ꅁꙕ닕Kolmogorov-Smirnov뭐Shapiro-Wilksꪺ샋ꥷ떲ꩇꞡꖼ륆닎군ꑗꪺ엣뗛땻ꯗꅝꕈp<Ꝑ쉟ꅞꅃ ꫭ5-7ꅇ냓ꭾ꽁ꑊ땻ꯗꪺKolmogorov-Smirnov뭐Shapiro-Wilks샋ꥷ떲ꩇ 닕ꝏKolmogorov-Smirnov Shapiro-Wilks 닎군귈 df p 닎군귈 df p 1 21 21 2 21 21 3 20 20 4 20 20 5 20 20 6 21 21 7 20 20 8 20 20 5-9
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-7ꅇ냓ꭾ꽁ꑊ땻ꯗꪺKolmogorov-Smirnov뭐Shapiro-Wilks샋ꥷ떲ꩇꅝ쓲ꅞ 닕ꝏKolmogorov-Smirnov Shapiro-Wilks 닎군귈 df p 닎군귈 df p 9 20 20 10 20 20 11 20 20 12 20 20 낣ꑗ굺샋ꥷ떲ꩇ꒧ꕾꅁ냓ꭾ꽁ꑊ땻ꯗꙕ닕ꪺQ-Q맏ꅝꢣ뿽6ꅞꗧꞡꑪ교ꝥ뉻뵵꧊ꪺ떲ꩇꅁ엣ꗜ둎냓ꭾ꽁ꑊ땻ꯗꛓꢥꅁ삳ꕩ닅Ꙙ엜늧볆꓀꩒쏶꧳녠멁꧊ꪺ낲덝ꅃ • 뱳ꝩ멁ꯗ ꫭ5-8ꪺ룪껆엣ꗜꅁ낣닄8닕룪껆ꪺShapiro-Wilks귈꒧ꕾꅁ꣤빬ꙕ닕룪껆ꞡꖼ륆닎군엣뗛꧊ꅃ ꫭ5-8ꅇ뱳ꝩ멁ꯗꪺKolmogorov-Smirnov뭐Shapiro-Wilks샋ꥷ떲ꩇ 닕ꝏKolmogorov-Smirnov Shapiro-Wilks 닎군귈 df p 닎군귈 df p 1 21 21 2 21 21 3 20 20 4 20 20 5 20 20 6 21 21 7 20 20 8 20 20 9 20 20 10 20 20 11 20 20 12 20 20 5-10
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 땍ꛓꅁ롧샋뗸뱳ꝩ멁ꯗꙕ닕ꪺQ-Q맏ꅝꢣ뿽6ꅞꅁꕩꕈ땯뉻12귓맪엧닕ꪺ룪껆ꑪ교ꝥ뉻뵵꧊ꪺ떲ꩇꅁꙝꚹ둎뱳ꝩ멁ꯗꪺꪺ뿅뙱ꛓꢥꅁꗧ삳닅Ꙙ엜늧볆꓀꩒쏶꧳녠멁꧊ꪺ낲덝ꅃ . ꙕꗀ엩ꪺ엜늧볆뎣곛떥 쏶꧳엜늧볆곛떥ꪺ샋ꥷꅁꖻ곣ꡳꕈLevene샋ꥷ뙩ꛦ꒧ꅃꫭ5-9뻣뉺쏶꧳냓ꭾ꽁ꑊ땻ꯗꕈ뱳ꝩ멁ꯗꪺLevene샋ꥷ떲ꩇꅃ ꫭ5-9ꅇLevene샋ꥷ떲ꩇꅝ냓ꭾ꽁ꑊ땻ꯗꅂ뱳ꝩ멁ꯗꅞ Levene닎군귈 df1 df2 p 냓ꭾ꽁ꑊ땻ꯗ 11 231 뱳ꝩ멁ꯗ 11 231 껚뻚Levene샋ꥷ떲ꩇꕘꅁꗑ꧳샋ꥷ떲ꩇꞡꖼ륆엣뗛ꓴ럇ꅁꙝꚹ때ꩫ떴ꙕ닕엜늧볆곛떥ꪺ뗪때낲뮡2(H0: σ1 = σ22 = σ2223 = … = σ11 = σ12)ꅁꚹ떲ꩇ엣ꗜꙕ닕룪껆ꗧ닅Ꙙ엜늧볆곛떥ꪺ낲덝ꅃ . 낲뮡샋ꥷ ꖻ론Ꙁ꓀ꕼ뎡ꗷꅁ꓀ꝏ끷맯닄3뎹꧒뒣ꕘꪺꕼ뚵곣ꡳ낲뮡뙩ꛦ샋듺ꅃꕈꑕꙕ론꒤ꅁ녎껚뻚ꖻ곣ꡳ꧒뒣ꕘꪺ곣ꡳ낲뮡ꅁꕈ엜늧볆꓀꩒뙩ꛦ샋엧ꅃ 5-11
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 꽁ꑊꪺꕄ껄ꩇ뱶암 꽁ꑊꪺꕄ껄ꩇ뱶암ꭙ맯삳곣ꡳ낲뮡ꑀꅁ놴끑럭껸뙏꣣ꚳ꒣Ꙑ땻ꯗꪺ냓ꭾ꽁ꑊ땻ꯗ껉ꅁ걏ꝟ맯꣤왛뷠뵵ꑗ뱳ꝩꪺ끏뻐땻ꯗꚳ뱶암ꅃꫭ5-10결냓ꭾ꽁ꑊ땻ꯗ맯꧳끏뻐껄ꩇꪺ돦ꙝꑬ엜늧볆꓀꩒떲ꩇꅃ ꫭ5-10ꅇ냓ꭾ꽁ꑊ땻ꯗ맯꧳끏뻐껄ꩇꪺ돦ꙝꑬ엜늧볆꓀꩒떲ꩇ Sum of Squares df Mean Square F p ꛛꗑꙞ뻐 닕뚡엜늧 1 닕꒺엜늧 241 셠ꥍ 242 뒣ꗜꭾ땐Ꙟ뻐 닕뚡엜늧 1 닕꒺엜늧 241 셠ꥍ 242 뻣엩Ꙟ뻐 닕뚡엜늧 1 닕꒺엜늧 241 셠ꥍ 242 ꙁ뭻 닕뚡엜늧 1 닕꒺엜늧 241 셠ꥍ 242 셠엩끏뻐 닕뚡엜늧 1 닕꒺엜늧 241 셠ꥍ 242 (*: p<; **: p<; ***: p<) ꫭ5-10ꪺ엜늧볆꓀꩒떲ꩇ엣ꗜꅁ낲뮡ꑀ쏶꧳껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳끏뻐껄ꩇꪺ뱶암ꣃꖼ꣼꣬ꓤ꯹ꅃ뺨뫞낲뮡ꑀꭙ껚뻚뛇닎ꛦ빐믢냬꒤껸뙏꽁ꑊ땻ꯗꪺ왛쉉뇀뻉ꛓ녯ꅁꗑꫭ꒤ꪺ떲ꩇ엣ꗜꅁ엣땍덯볋ꪺ뷗쉉ꣃꖼ녯꣬쏒맪ꅃꚹ뉻뙈귈녯뙩ꑀꡂ놴끑ꅁꗧꝙꙢ뵵ꑗ놡맒꒤ꅁ껸뙏ꙝꛛꢭ믝ꡄꅂ믹귈ꅂ뾳뷬ꛓ맯룓냓ꭾ꣬ꪺ곛쏶꧊(Zaichkowsky, 1985)Ꙣ뵵ꑗ샴맒꒤ꣃ때ꩫꝬꓞ껸뙏맯곛쏶냓ꭾꪺ뱳ꝩꑊ룻Ꙩꩠ띎ꑏꕈ늣ꗍ룻ꙮꪺ끏뻐껄ꩇꅃ 맪ꑗꅁꚹ뉻뙈삳뭐뵵ꑗ뱳ꝩꝥ뉻ꪺꓨꚡꚳ쏶ꅃꗘꭥ뵵ꑗ뱳ꝩꝥ뉻ꪺꓨꚡꑪꙨ녎꒧롭꧳뫴궶ꥷꢤ뢨ꅁꑀ꿫쉳쓽ꦹꦹꗑ꧳ꕄ굮ꗘꪺꙢ쉳쓽뫴궶ꅁꙝꛓꛛ냊5-12
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꦿ늤뱳ꝩꪺ꒺깥ꅁ덹ꚨ뵵ꑗ뱳ꝩ껄ꩇ꒣맼ꅃ땍ꛓꅁ굙쉳쓽ꗘꪺꙢ덺륌뫴궶뭠뚰꽓ꥷ룪끔ꅁꭨ삳라ꗑ꧳ꑗ뫴ꅵꗘꪺꅶꪺ꒣Ꙑꅁꛓꗧ녎뱳ꝩ꒺깥뗸결룪끔ꪺꕩ꿠꣓랽꒧ꑀꅃꙢꚹ놡ꩰꑕꅁ삳라꙰ꙐBiehal and Chakravarti (1983)끷맯ꗘ볐뻉Ꙗꕈ롧엧꧊꣢뫘룪끔쉳쓽ꛦ결맯꧳끏뻐껄ꩇꪺ뱶암꧒ꕘꅁꗑ꧳껸뙏ꪺꗘ볐뻉Ꙗ쉳쓽ꛦ결맯꧳뵵ꑗ뱳ꝩ꒺깥ꩠ띎ꑏ룻뉠ꅁꙝꚹꕩ꿠ꚨ룻꣎ꪺ끏뻐껄ꩇꅃ쏶꧳ꚹ뷗쉉ꅁꖻ곣ꡳ녎꧳론꒤ꙁ뙩ꛦ놴끑ꅃ . 뱳ꝩ엜꓆떦늤ꪺ뷕론껄ꩇ ꫭ5-11ꭙꕈ꣢뫘뱳ꝩ엜꓆ꅝ맪뷨꧊ꇾ룋릢꧊ꅞ결뷕론엜볆ꅁ샋ꥷ꣤걏ꝟ뭐볋ꖻ맯꧳륱뗸륃볖뺹ꪺ냓ꭾ꽁ꑊ땻ꯗ땯ꗍꗦ꒬Ꝁꗎꅁ뱶암뱳ꝩ멁ꯗꕈ끏뻐껄ꩇꅃꗧꝙꅁ끷맯낲뮡ꑇꅵꙢ꒣Ꙑꪺ뱳ꝩ엜꓆떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꪺ뱶암라ꚳ깴늧ꅶꪺ뮡ꩫ뙩ꛦ샋ꥷꅃ ꫭ5-11ꅇ뱳ꝩ엜꓆ꪺ뷕론Ꝁꗎ엜늧볆꓀꩒떲ꩇ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 *** 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 * ꛛꗑꙞ뻐 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 뻣엩Ꙟ뻐 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 ꙁ뭻 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 ** 셠엩끏뻐 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 * (*: p<; **: p<; ***: p<) 5-13
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-11ꪺ떲ꩇ엣ꗜꅁ둎ꅵ뱳ꝩ멁ꯗꅶꛓꢥꅁ뱳ꝩ엜꓆떦늤ꪺ뷕론껄ꩇ꣼꣬ꓤ꯹(p=)ꅃ둎끏뻐껄ꩇꛓꢥꅁꭨ걏맯ꅵꙁ뭻ꅶ(p=)ꕈꅵ셠엩끏뻐ꅶ(p=)ꛓꢥ륆꣬닎군ꑗꪺ엣뗛꧊ꅃꙝꚹꅁ낲뮡ꑇ쏶꧳뱳ꝩ엜꓆ꪺ뷕론껄ꩇ꣼꣬뎡ꗷꓤ꯹ꅁꗧꝙ럭Ꙣ꒣Ꙑꪺ뱳ꝩ엜꓆떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗꪺ낪ꝃꅁ라뱶암뵵ꑗ뱳ꝩ꧒늣ꗍꪺ껄ꩇꅁ낪ꇾꝃ꽁ꑊꪺ껸뙏Ꙣ꓀ꝏ궱맯맪뷨꧊ꇾ룋릢꧊엜꓆ꪺ뱳ꝩ껉ꅁ라늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅃꚹ덂뱳ꝩ껄ꩇꕝꝴ껸뙏ꪺ뱳ꝩ멁ꯗꕈ껸뙏맯꧳뱳ꝩꪺ끏뻐ꅁꛓ끏뻐ꭙꕝꝴꅵꙁ뭻ꅶꪺꚨꗷꙢ꒺ꅁ4ꝙ맯꧳늣ꭾ쏾ꮬꅂꭾ땐ꅂꕈ뱳ꝩꪺꙁ뭻땻ꯗꅃ 맏5-1(a)ꛜ(c)꓀ꝏ결냓ꭾ꽁ꑊ땻ꯗꅝ륱뗸륃볖뺹ꅞ뭐뱳ꝩ엜꓆꒧ꗦ꒬Ꝁꗎ맯꧳뱳ꝩ멁ꯗꅂꙁ뭻ꅂꕈ셠엩끏뻐ꪺꗦ꒬Ꝁꗎ맏ꅁꛓꫭ5-12결ꞡ볆깴샋ꥷꪺ떲ꩇꅃ 맪뷨꧊엜꓆맪뷨꧊엜꓆룋릢꧊엜꓆룋릢꧊엜꓆ꝃ꽁ꑊ낪꽁ꑊꝃ꽁ꑊ낪꽁ꑊ (a) (b) 맪뷨꧊엜꓆룋릢꧊엜꓆ꝃ꽁ꑊ낪꽁ꑊ (c) 맏5-1ꅇ냓ꭾ꽁ꑊ땻ꯗ뭐뱳ꝩ엜꓆꒧ꗦ꒬Ꝁꗎ맏 4 ꗑꅵ셠엩끏뻐ꅶꪺ뻞Ꝁ꓆ꓨꚡꗧꕩ곝ꕘꅇ셠엩끏뻐결ꅵ뻣엩Ꙟ뻐ꅶꕈꅵꙁ뭻ꅶ꓀볆꒧셠ꥍꅃ 5-14 뱳ꝩ멁ꯗ셠엩끏뻐ꙁ뭻
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-12ꅇ냓ꭾ꽁ꑊ땻ꯗ뭐뱳ꝩ엜꓆꒧ꗦ꒬Ꝁꗎꞡ볆깴샋ꥷ떲ꩇ ꅝ뱳ꝩ멁ꯗꅞ 맪뷨꧊엜꓆ 룋릢꧊엜꓆ ꞡ볆깴샋ꥷp귈 낪꽁ꑊ ꝃ꽁ꑊ ꞡ볆깴샋ꥷp귈 *** ꅝꙁ뭻ꅞ 맪뷨꧊엜꓆ 룋릢꧊엜꓆ ꞡ볆깴샋ꥷp귈 낪꽁ꑊ ꝃ꽁ꑊ * ꞡ볆깴샋ꥷp귈 ** ꅝ셠엩끏뻐ꅞ 맪뷨꧊엜꓆ 룋릢꧊엜꓆ ꞡ볆깴샋ꥷp귈 낪꽁ꑊ ꝃ꽁ꑊ * ꞡ볆깴샋ꥷp귈 (*: p<; **: p<; ***: p<) . 끔꺧뙄ꡄꪺ뷕론껄ꩇ ꖻ곣ꡳ낲뮡ꑔ결ꅵꙢ꒣Ꙑꪺ끔꺧뙄ꡄ떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꪺ뱶암라ꚳ깴늧ꅶꅁꙐ껉ꕘ룪끔꧊뙄ꡄ맯꧳낪꽁ꑊ껸뙏ꅁꕈ놡띐꧊뙄ꡄ맯꧳ꝃ꽁ꑊ껸뙏녎라늣ꗍ룻낪ꪺ뱳ꝩ껄ꩇꅃꖻ론ꝙ뇽끷맯낲뮡ꑔ뙩ꛦ샋ꥷꅃꙢ끔꺧뙄ꡄꪺ뷕론껄ꩇꓨ궱ꅁꗑꫭ5-13ꕩꕈ곝ꕘꅁ뛈ꅵ뒣ꗜꭾ땐Ꙟ뻐ꅶ륆닎군엣뗛꧊(p=)ꅃ ꫭ5-13ꅇ끔꺧뙄ꡄꪺ뷕론Ꝁꗎ엜늧볆꓀꩒떲ꩇ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 *** 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ꛛꗑꙞ뻐 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 *** 5-15
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-13ꅇ끔꺧뙄ꡄꪺ뷕론Ꝁꗎ엜늧볆꓀꩒떲ꩇꅝ쓲ꅞ Sum of Squares df Mean Square F p 뻣엩Ꙟ뻐 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ꙁ뭻 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 셠엩끏뻐 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 (*: p<; **: p<; ***: p<) ꣤꒤ꅁꅵꛛꗑꙞ뻐ꅶ쇶ꖼ륆엣뗛ꓴ럇ꅁ꣤p귈결ꅁ뛈늤ꑪ꧳ꑀ꿫놵꣼ꪺꓴ럇ꅃ뻣엩ꛓꢥꅁꫭ5-13ꪺ샋ꥷ떲ꩇ엣ꗜꖻ곣ꡳ낲뮡ꑔ꣼꣬뎡ꗷꓤ꯹ꅁꝙ뛈Ꙣ뒣ꗜꭾ땐Ꙟ뻐뎡ꗷ꣼꣬ꓤ꯹ꅃ맏5-2결냓ꭾ꽁ꑊ땻ꯗ뭐끔꺧뙄ꡄ꒧ꗦ꒬Ꝁꗎ맏ꅁꫭ5-14ꭨ결ꞡ볆깴샋ꥷ떲ꩇꅃ 룪끔꧊뙄ꡄ놡띐꧊뙄ꡄꝃ꽁ꑊ낪꽁ꑊ 맏5-2ꅇ냓ꭾ꽁ꑊ땻ꯗ뭐끔꺧뙄ꡄ꒧ꗦ꒬Ꝁꗎ맏 ꫭ5-14ꅇ냓ꭾ꽁ꑊ땻ꯗ뭐끔꺧뙄ꡄ꒧ꗦ꒬Ꝁꗎꞡ볆깴샋ꥷ떲ꩇ ꅝ뒣ꗜꭾ땐Ꙟ뻐ꅞ 룪끔꧊뙄ꡄ 놡띐꧊뙄ꡄ ꞡ볆깴샋ꥷp귈 낪꽁ꑊ ** ꝃ꽁ꑊ *** ꞡ볆깴샋ꥷp귈 *** * (*: p<; **: p<; ***: p<) 5-16 뒣ꗜꭾ땐Ꙟ뻐
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 뻉ꓞ떦늤ꪺ뷕론껄ꩇ ꖻ론끷맯낲뮡ꕼꅁꗧꝙ뻉ꓞ떦늤맯꧳꽁ꑊ땻ꯗꕈ뱳ꝩ껄ꩇ뚡쏶ꭙꪺ뷕론뱶암뙩ꛦ샋ꥷꅃ ꫭ5-15ꅇ뻉ꓞ껄ꩇꪺ뷕론Ꝁꗎ엜늧볆꓀꩒떲ꩇ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 * 뻉ꓞ껄ꩇ 1 ** 꽁ꑊ×뻉ꓞ껄ꩇ 1 ꛛꗑꙞ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 뻣엩Ꙟ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 ꙁ뭻 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 셠엩끏뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 (*: p<; **: p<; ***: p<) ꫭ5-15ꪺ샋ꥷ떲ꩇꣃꖼꓤ꯹낲뮡ꕼꅁꗧꝙꅵꙢ꒣Ꙑꪺ뻉ꓞ떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꪺ뱶암라ꚳ깴늧ꅶꪺ뮡ꩫꣃꖼ녯꣬ꓤ꯹ꅃ땍ꛓꅁ뙩ꑀꡂ샋뗸ꫭ5-14ꕩꕈ땯뉻ꅁ뺨뫞꽁ꑊ땻ꯗꕈ뻉ꓞ껄ꩇꪺꗦ꒬Ꝁꗎꞡꖼ꣼꣬ꓤ꯹ꅁ뻉ꓞ껄ꩇ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꞡ륆엣뗛ꓴ럇ꅁ엣ꢣ뻉ꓞ껄ꩇꪺ뻞맯꧳뱳ꝩ멁ꯗꕈ끏뻐껄ꩇ꒴꣣ꚳꑀꥷ땻ꯗꪺ뱶암ꅁ론녎끷맯ꚹ쒳썄뙩ꑀꡂ뙩ꛦ놴꿁꧊꓀꩒ꅃ 5-17
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 껸뙏ꑗ뫴ꗘꪺ맯꧳뱳ꝩ룪끔덂뉺ꪺ뱶암 ꙰ꓥ쑭놴끑론꧒ꕘꅁꑗ뫴ꗎꓡ꣤ꑗ뫴ꗘꪺ꒣Ꙑꛓꕩ꓀결ꅵ롧엧꧊ꅶꕈꅵꗘ볐뻉Ꙗꅶ꣢쏾(Hoffman and Novak, 1996)ꅃꭥ띎뿗때꽓껭ꗘꪺꅁꙢ꒣Ꙑ뫴궶뫴꾸뚡ꕈ뚢덽(surfing)ꪺꓨꚡ쉳쓽ꅁꛓꯡꭨ꣣꽓껭ꗘꪺꅁ꙰띪둍륱뢣륳ꗳ돸믹녍ꩠ띪둍꽓ꥷꕄ썄룪끔ꪺ쉳쓽ꛦ결ꅃ Ꙣ볋ꖻ볆ꢬ냷ꪺꚳꝑ뇸ꗳꑕꅁꖻ곣ꡳꙢ맪엧뙩ꛦ껉ꅁ꽓띎녎볋ꖻ꓀결꣢롳ꅁꣃ꓀ꝏ떹꒩꒣Ꙑ뒣ꗜꅁꕈꓞ땯볋ꖻ맯꧳뫴궶꒤뻮둔뱳ꝩ룪끔덂뉺ꪺ냊뻷ꅃ닄ꑀ롳볋ꖻ덝군결ꅵ롧엧꧊ꅶꪺ쉳쓽ꅁꣃꖼ꽓띎뒣뿴꣤ꩠ띎뱳ꝩꅁ뷐꣤ꖭ녠닟멄쉳쓽뫴궶ꅃ닄ꑇ롳볋ꖻꭨ덝군결ꅵꗘ볐뻉Ꙗꅶꪺ쉳쓽ꅁ뒣뿴꣤Ꙣ쉳쓽뫴궶꒧ꕾꅁꣃ믝ꩠ띎뫴궶꒤ꪺ뱳ꝩꅃ 끷맯꣢롳볋ꖻꅁꖻ곣ꡳ꓀ꝏ끷맯ꕼ뚵곣ꡳ낲뮡뙩ꛦ샋ꥷꅁ땯뉻뻉ꓞ껄ꩇꙢ꣢롳볋ꖻ뚡ꚳ꒣Ꙑ뱶암ꅁꣃꚨꑀ귓ꚳ뷬ꪺ뉻뙈ꅃ론ꪺ떲ꩇꕘꅁꕈꗾ뎡243ꙗ볋ꖻ뙩ꛦ샋ꥷ껉ꅁ뻉ꓞ껄ꩇꪺ뷕론Ꝁꗎꣃꖼ꣼꣬ꓤ꯹ꅃ땍ꛓꅁ굙꓀ꝏ꓀꩒꣢롳볋ꖻꅝ롧엧꧊ꇾꗘ볐뻉Ꙗꅞ맯꧳곣ꡳ낲뮡ꪺꓤ꯹땻ꯗꅁꭨꕩ땯뉻Ꙣꗘ볐뻉Ꙗ롳ꪺ볋ꖻ꒤ꅁ뻉ꓞ떦늤ꪺ뱶암녯꣬뎡ꗷ땻ꯗꪺꓤ꯹ꅁꛓ뱳ꝩ엜꓆ꕈ끔꺧뙄ꡄꪺ껄ꩇꭨ꫱ꕇ껸ꖢꅃ 5-18
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-16ꅇ롧엧꧊뭐ꗘ볐뻉Ꙗ볋ꖻ롳엜늧볆꓀꩒떲ꩇꓱ룻 뱳ꝩ멁ꯗ ꛛꗑꙞ뻐뒣ꗜꭾ땐 Ꙟ뻐뻣엩Ꙟ뻐 ꙁ뭻 셠엩끏뻐 꽁ꑊ 꽁ꑊ×뱳ꝩ엜꓆ * ** ** 꽁ꑊ×끔꺧뙄ꡄ ** *** ** ** ** 롧엧꧊ 꽁ꑊ×뻉ꓞ ꅝ때ꇾꚳꅞ ꅝ때ꇾ뭻ꇾ놡ꅞ ꅝ뭻ꇾ놡ꅞ 꽁ꑊ 꽁ꑊ×뱳ꝩ엜꓆ 꽁ꑊ×끔꺧뙄ꡄ ** ꗘ볐뻉Ꙗ 꽁ꑊ×뻉ꓞ ꅝ때ꇾꚳꅞ ꅝ때ꇾ뭻ꇾ놡ꅞ * ꅝ뭻ꇾ놡ꅞ * * (*: p<; **: p<; ***: p<) ꅩ뗹ꅪ결론곙뚡ꕈ뱗ꕛꫭ껦ꪺꕩ얪꧊ꅁ낣꽁ꑊ결ꕄ껄ꩇ꒧ꕾꅁꖻꫭ뛈ꙃꕘ꒬냊쏶ꭙ꒧엣뗛꧊샋ꥷ떲ꩇꅁꖼꙃꕘꫭꖼ륆엣뗛ꓴ럇ꅃ룔닓샋ꥷ볆뻚ꙃ꧳뿽7ꅃ ꫭ5-16ꪺ뻉ꓞ꓀결ꑔ뫘놡뙩ꛦ샋ꥷꅁ꓀ꝏ걏(1)ꚳ때뻉ꓞꅆ(2)때뻉ꓞꅂ뭻ꪾ꧊뻉ꓞꅂ놡띐꧊뻉ꓞꅆꕈ(3)뛈ꓱ룻뭻ꪾ꧊뻉ꓞꅂ놡띐꧊뻉ꓞꪺ껄ꩇꅃꗑꫭ5-16ꪺ떲ꩇꕩꕈ곝ꕘꅁ둎롧엧꧊ꪺ볋ꖻ롳ꛓꢥꅁ뻉ꓞ떦늤ꣃꖼ땯ꗍꝀꗎꅁ뱳ꝩ껄ꩇꪺ땯ꗍꭙꕄ굮덺륌꽁ꑊ땻ꯗ뭐뱳ꝩ엜꓆ꅂ끔꺧뙄ꡄꪺ꒬냊쏶ꭙ뱶암ꛓ땯ꗍꅃ땍ꛓꅁ끷맯ꗘ볐뻉Ꙗ볋ꖻꪺ룪껆꓀꩒떲ꩇꭨ엣ꗜꅁ럭쉳쓽꣣ꚳ걙뫘ꗘꪺꅝ꙰띪둍꽓ꥷꕄ썄룪끔ꅞ껉ꅁꗑ꧳ꚹ껉맯꧳뱳ꝩꩠꩠ띎ꑏ룻Ꙩꅁꙝꚹ뻉ꓞ껄ꩇ땯ꗍ뱶암ꅁ꣤뭐냓ꭾ꽁ꑊ땻ꯗꪺꗦ꒬Ꝁꗎ뱶암볋ꖻ맯꧳뱳ꝩꪺ끏뻐껄ꩇꅃ ꣤꒤ꅁ럭뻉ꓞ껄ꩇꙢꗘ볐뻉Ꙗꪺ뫴궶쉳쓽놡ꩰꑕ땯ꗍ껄ꩇ껉ꅁꑀ귓ꚳ뷬ꪺ뉻뙈ꭋ걏ꗽꭥ뱳ꝩ엜꓆ꅂ끔꺧뙄ꡄ뭐냓ꭾ꽁ꑊ땻ꯗꪺꗦ꒬Ꝁꗎꚹ껉ꖼ륆엣뗛ꓴ럇ꅝ낣꽁ꑊ뭐끔꺧뙄ꡄꗦ꒬Ꝁꗎ맯꧳뒣ꗜꭾ땐Ꙟ뻐ꪺ뱶암꒧ꕾꅁp=ꅞꅃ귬ꗽꪺꗦ꒬Ꝁꗎ껄ꩇꙝ뻉ꓞ껄ꩇꪺ땯ꗍꛓ덑삣꣮ꅁꗧꝙꚹ껉뻉ꓞ떦늤ꪺ륂ꗎ늣ꗍ삣꣮꧊(overwhelming)ꪺ껄ꩇꅁ껸뙏꣼꣬ꕾ곉꣫뽅ꛓꙢꓟ뉺뱨궱땯ꗍꪺ뻉ꓞ껄ꩇꅁ5-19
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꣤궫굮꧊룻꒧뱳ꝩ엜꓆끔꺧뙄ꡄ륂ꗎꪺ뱶암ꟳ결궫굮ꅃꚹ왛쉉뭐Rubin and Perse (1987)ꪺ왛쉉ꑀ교ꅁꗧꝙꗘ볐뻉Ꙗꪺ껸뙏땊쉉롭꧳룪끔ꪺꅵ꒺깥ꅶꅁꙝꚹ룻꧶꣼꣬뭐뫴궶꒤뱳ꝩ곛쏶ꪺ뻉ꓞ껄ꩇ뱶암ꅆꛓ롧엧꧊쉳쓽ꪺ껸뙏녎땊쉉롭꧳ꅵ둃엩ꅶꅁ걇룻꧶꣼꣬뱳ꝩꝥ뉻놡맒꒤엜꓆ꕈ뙄ꡄ륂ꗎꪺ뱶암ꅃ . 놴꿁꧊꓀꩒ꅇ뻉ꓞ떦늤맯꧳뱳ꝩ껄ꩇꪺ뱶암 론ꭙ끷ꕈꖻ곣ꡳ맪엧뙩ꛦ꧒녯룪껆ꅁ끷맯닄3뎹꧒뒣ꕘ꒧ꕼ뚵곣ꡳ낲뮡뙩ꛦ샋ꥷꅁꖻ론ꭨ끷맯뻉ꓞ떦늤맯꧳뱳ꝩ껄ꩇꪺ뱶암떥꣢뚵쒳썄뙩ꛦ놴끑ꅁ뒣꣑놴꿁꧊ꪺ룪껆꓀꩒떲ꩇꅃ ꙰론꧒굺ꅁꖻ곣ꡳ꧳맪엧덝군껉ꅁ덝군뎡ꗷ볋ꖻ결ꖼ롧뻉ꓞ껄ꩇ꣫뽅ꅁꕈꝀ결냲슦볒ꮬ뭐뻉ꓞ떦늤ꪺ륂ꗎ뙩ꛦꓱ룻ꅃ뎡ꗷꓱ룻ꑷ꧳ꑗ론뙩ꛦꅁꖻ론녎ꓱ룻ꚳ때걉꒩뻉ꓞ꣫뽅ꪺ놡ꩰꑕꅁ걏ꝟ맯뱳ꝩ껄ꩇꚳ꧒뱶암ꅃꫭ5-17결뻉ꓞ맯꧳뱳ꝩ껄ꩇ뚡ꕄ껄ꩇꪺ돦ꙝꑬ엜늧볆꓀꩒샋ꥷ떲ꩇꅃ ꫭ5-17ꅇ뻉ꓞ뭐뱳ꝩ껄ꩇ뚡ꕄ껄ꩇ샋ꥷ떲ꩇ Sum of Squares df Mean Squares F p 뱳ꝩ멁ꯗ 닕뚡엜늧 2 *** 닕꒺엜늧 240 셠ꥍ 242 ꛛꗑꙞ뻐 닕뚡엜늧 2 ** 닕꒺엜늧 240 셠ꥍ 242 뒣ꗜꭾ땐 닕뚡엜늧 2 *** Ꙟ뻐 닕꒺엜늧 240 셠ꥍ 242 뻣엩Ꙟ뻐 닕뚡엜늧 2 *** 닕꒺엜늧 240 셠ꥍ 242 ꙁ뭻 닕뚡엜늧 2 *** 닕꒺엜늧 240 셠ꥍ 242 5-20
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-17ꅇ뻉ꓞ뭐뱳ꝩ껄ꩇ뚡ꕄ껄ꩇ샋ꥷ떲ꩇꅝ쓲ꅞ Sum of Squares df Mean Squares F p 셠엩끏뻐 닕뚡엜늧 2 *** 닕꒺엜늧 240 셠ꥍ 242 (*: p<; **: p<; ***: p<) ꫭ5-18ꭨ걏ꕈScheffeꩫ뙩ꛦꙕ닕뚡ꯡꓱ룻ꅁꕩ곝ꕘ덑걉ꕈ뻉ꓞ꣫뽅ꪺ볋ꖻꙢꙕꙝ엜뚵ꑗꅁꑀ꿫ꞡ낪꧳때뻉ꓞ꣫뽅닕ꝏꪺ쇍뛕ꅃꚹ뉻뙈엣ꗜ뻉ꓞ떦늤ꪺ륂ꗎꚳ꣤껄ꩇꅁꙢ꣢뫘뻉ꓞ떦늤꒧뚡ꅝ뭻ꪾ꧊ꇾ놡띐꧊ꅞꭨꖼꚳ엣뗛깴늧ꅃ ꫭ5-18ꅇ뻉ꓞ뭐뱳ꝩ껄ꩇ뚡ꕄ껄ꩇScheffeꯡꓱ룻 ꙝ엜뚵cheffe 뻉ꓞ떦늤 ꖭꞡ볆S ꯡ샋ꥷ 뱳ꝩ멁ꯗ 때 뭻>때 뭻ꪾ꧊ 놡띐꧊ ꛛꗑꙞ뻐 때 뭻>때 뭻ꪾ꧊ 놡띐꧊ 뒣ꗜꭾ땐 때 뭻>때 Ꙟ뻐 뭻ꪾ꧊ 놡>때 놡띐꧊ 뻣엩Ꙟ뻐 때 뭻>때 뭻ꪾ꧊ 놡띐꧊ ꙁ뭻 때 뭻>때 뭻ꪾ꧊ 놡>때 놡띐꧊ 셠엩끏뻐 때 뭻>때 뭻ꪾ꧊ 놡>때 놡띐꧊ . ꑰ떲 ꖻ론껚뻚닎군샋ꥷ떲ꩇꅁ녎ꕼ뚵곣ꡳ낲뮡꣼꣬ꓤ꯹뭐ꝟ뙩ꛦ띊뻣ꅁꢣꫭ5-19ꅃ 5-21
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꫭ5-19ꅇ곣ꡳ낲뮡샋ꥷ떲ꩇ띊뻣 곣ꡳ낲뮡 샋ꥷ떲ꩇ 뱳ꝩ멁ꯗ 끏뻐껄ꩇ • Ꙣ꒣Ꙑꪺ냓ꭾ꽁ꑊ땻ꯗꑕꅁ낪꽁ꑊ껸뙏맯뱳ꝩ ꖼ꣼ꓤ꯹ ꪺ끏뻐껄ꩇꅁ라룻ꝃ꽁ꑊꪺ껸뙏결꣎ꅃ • Ꙣ꒣Ꙑꪺ뱳ꝩ엜꓆떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ ꓤ꯹ 뎡ꗷꓤ꯹ 맯꧳뱳ꝩ껄ꩇꪺ뱶암라ꚳ깴늧ꅃ • Ꙣ꒣Ꙑꪺ끔꺧뙄ꡄ떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ ꖼ꣼ꓤ꯹ 뎡ꗷꓤ꯹ 맯꧳뱳ꝩ껄ꩇꪺ뱶암라ꚳ깴늧ꅃ • Ꙣ꒣Ꙑꪺ뻉ꓞ떦늤ꑕꅁ껸뙏냓ꭾ꽁ꑊ땻ꯗ맯꧳ ꖼ꣼ꓤ꯹ ꖼ꣼ꓤ꯹ 뱳ꝩ껄ꩇꪺ뱶암라ꚳ깴늧ꅃ 낣ꑆ뭐ꙕ뚵낲뮡ꚳ쏶ꪺ샋ꥷ꒧ꕾꅁ룪껆꓀꩒떲ꩇꗧ엣ꗜꕘ껸뙏ꑗ뫴ꗘꪺꅝ롧엧꧊뭐ꗘ볐뻉Ꙗꅞꪺ꒣Ꙑꅁ녎꣏녯뱳ꝩ놡맒ꅝ뱳ꝩ엜꓆뭐끔꺧뙄ꡄꅞꕈ뻉ꓞ껄ꩇ뚡땯ꗍꪺ껉뻷ꚳ꧒깴늧ꅃ럭껸뙏ꕄ굮결롧엧꧊쉳쓽ꅁꗧꝙ때꽓껭ꗘꪺ껉ꅁꚹ껉뱳ꝩ엜꓆뭐끔꺧뙄ꡄꪺ껄ꩇ라ꑪ꧳뻉ꓞ떦늤ꪺ륂ꗎꅁ럭껸뙏결ꗘ볐뻉Ꙗꚡꪺ쉳쓽껉ꅁꭨꖿꙮ곛ꅃ ꕴꕾꅁ롧ꗑ놴꿁꧊룪껆꓀꩒ꗧ땯뉻ꅁ뻉ꓞ떦늤ꪺ륂ꗎꗧ맯꧳뱳ꝩ껄ꩇꅁꕝ걁뱳ꝩ멁ꯗꕈ끏뻐껄ꩇꚳ엣뗛뱶암ꅃ뺨뫞룪껆꓀꩒떲ꩇꣃꖼ땯뉻뭻ꪾ꧊뻉ꓞ뭐놡띐꧊뻉ꓞ뚡ꪺ깴늧ꅁ뻉ꓞ떦늤륂ꗎ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꭨ녯꣬ꓤ꯹ꅃ5-22
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 6. 떲뷗뭐ꯘ쒳 ꖻ뎹녎껚뻚ꭥ굺끑뷗ꕈ꓀꩒떲ꩇꅁ뒣ꕘꖻ곣ꡳ꒧떲뷗뭐ꯘ쒳ꅃ론결곣ꡳ떲ꩇꪺ띊셠뭐끑뷗ꅁ론뮡ꧺꖻ곣ꡳꙢ맪냈ꑗꪺ띎뉛뭐ꯘ쒳ꅃ론ꭨ뮡ꧺꖻ곣ꡳ꒧곣ꡳ궭꣮ꅁ론결ꯘ쒳ꪺꖼ꣓ꕩ꿠곣ꡳꓨꙖꅃ . 곣ꡳ떲ꩇ뭐끑뷗 ꖻ곣ꡳꕄ썄결뙗둃엩륱뢣둃꒶샴맒꒤ꪺ뱳ꝩ껄ꩇꅁ놴끑Ꙣ뱳ꝩ놡맒ꙝ꿀ꅝ뱳ꝩ엜꓆뭐끔꺧뙄ꡄꅞ뭐뻉ꓞ떦늤ꪺ뻞ꑕꅁ꣢뭐껸뙏냓ꭾ꽁ꑊ땻ꯗꚨꗦ꒬Ꝁꗎ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅃ 덺륌맪엧ꯇ샴맒ꪺ덝군뭐뻞ꅁꖻ곣ꡳꙀ뛒243ꙗ볋ꖻ뙩ꛦ맪엧ꅃꙢ곣ꡳ낲뮡ꪺ샋엧ꓨ궱ꅁ맪뱸룪껆꓀꩒떲ꩇ엣ꗜꅁꙢ뵵ꑗ뱳ꝩ놡맒꒤ꅁ껸뙏ꪺ냓ꭾ꽁ꑊ땻ꯗ맯꧳뱳ꝩ껄ꩇꣃ꒣꣣ꚳꕄ껄ꩇꪺ뱶암쏶ꭙꅃꙢ뱳ꝩ놡맒덝군ꓨ궱ꅁ뱳ꝩ엜꓆ꕈ끔꺧뙄ꡄꪺ뻞떲ꩇꭨ엣ꗜ맯꧳뎡ꗷ뱳ꝩ엜꓆뿅뙱엜볆꣣뷕론쏶ꭙꅁꛓ뻉ꓞ껄ꩇꪺ뷕론껄ꩇꭨꖼ샲ꓤ꯹ꅁꖻ곣ꡳ낲뮡샋ꥷ떲ꩇꪺ띊뻣ꅁ뻣뉺꧳ꫭ5-19ꅃ ꖻ곣ꡳꪺ룪껆꓀꩒떲ꩇ엣ꗜꅁꙢ꽁ꑊ맯꧳끏뻐껄ꩇꪺꕄ껄ꩇ뱶암ꓨ궱ꅁꣃꖼꓤ꯹낲뮡ꑀ꧒ꕘꅁ럭껸뙏꣣ꚳ룻낪ꪺ냓ꭾ꽁ꑊ땻ꯗ껉ꅁꙢ뙗둃엩륱뢣둃꒶샴맒꒤맯꧳뵵ꑗ뱳ꝩꪺ끏뻐껄ꩇ라룻꣎ꪺ뷗쉉ꅃ덯볋ꪺ떲ꩇꅁ엣ꗜꙢ뵵ꑗ샴맒꒤껸뙏덂뉺뱳ꝩ룪끔ꪺꓨꚡ뭐뛇닎둃엩꒤ꚳ꧒깴늧ꅁꕈ교꧳돦꿂ꕈ뛇닎둃엩샴맒결냲슦ꪺ꽁ꑊ뉺뷗때ꩫꙢꚹ놡맒꒤ꚨ결ꚳ껄ꪺ룑쓀ꑏ뙱ꅃ ꗧꝙꅁ녎ꚹ떲ꩇ맯삳ꛜ론꒤꧒끑뷗ꪺ꒣Ꙑ둃엩뛇벽볒ꮬꅁꭨꕩ뙩ꑀꡂꯤꛒ럭껸뙏덂꧳꒣Ꙑ둃엩샴맒ꅝ맯삳꒣Ꙑ뛇벽볒ꚡꅞ껉ꅁ꣤룪끔덂뉺ꛦ결꧒늣ꗍꪺ엜ꅃꙢ뙗둃엩륱뢣둃꒶샴맒꒤ꅁ껸뙏뭐룪끔꣓랽꒧뚡꣣ꚳ싹Ꙗꪺ꒬냊쏶ꭙꅁ띎뿗껸뙏ꣃꭄ덑냊ꙡ뻡ꗴ룪끔놵ꚬꢤꛢꅃ꒬냊꧊땻ꯗ꣏껸뙏꣣ꚳ뿯뻜6-1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꧊놵ꚬꅁ곆ꛜꛛꛦ덝군룪끔뛇끥ꚡꪺꕩ꿠꧊ꅃꑀ꿫ꑈꙢ빜얪뫴꾸꒺뫴궶꒺깥껉ꅁꦹꦹꛛ냊늤륌뱳ꝩ꒺깥ꛓ녍ꩠ꧳뫴궶ꕄ썄ꭋ걏Ꙣ덯볋ꪺ샴맒꒤맯꧳룪끔뿯뻜꧊놵ꚬꪺ떲ꩇꅃ ꕴꕾꅁꖻ곣ꡳꪺ룪껆꓀꩒떲ꩇꗧ땯뉻ꑆ뱳ꝩ놡맒ꙝ꿀꒤뷕론껄ꩇꪺ꙳Ꙣꅃ궺ꗽꅁ뱳ꝩ엜꓆떦늤뷕론냓ꭾ꽁ꑊ땻ꯗ뭐뱳ꝩ멁ꯗꅂꙁ뭻꒧뚡ꪺ뱶암쏶ꭙꅃ꣤ꚸꅁ끔꺧뙄ꡄ떦늤ꪺ륂ꗎꅁ뷕론ꑆ냓ꭾ꽁ꑊ땻ꯗ뭐뒣ꗜꭾ땐Ꙟ뻐꒧뚡ꪺ쏶ꭙꅃꗧꝙꅁꙢ뱳ꝩ놡맒ꪺ덝군ꑕꅁꯤꛒꕩ꿠꧊볒ꚡ왛쉉꧒ꕘ꒣Ꙑ꽁ꑊ땻ꯗ껸뙏ꪺ룪끔덂뉺꽓꧊꣼꣬뎡ꗷꪺꓤ꯹ꅃ맯꣣ꚳ꒣Ꙑ냓ꭾ꽁ꑊ땻ꯗꪺ껸뙏ꛓꢥꅁ굙떹꒩빁Ꙙ꣤룪끔덂뉺꽓꧊ꪺ뱳ꝩ놡맒덝군떦늤ꅁ삳ꚳꝕ꧳륆꣬뱳ꝩ꧒뇽뛇뮼ꪺ껄ꩇꅁ꙰꣏껸뙏맯꧳뱳ꝩ늣ꗍ룻ꖿꙖꪺ뱳ꝩ멁ꯗꅁꕛ뉠껸뙏맯꧳뱳ꝩ냓ꭾ뭐ꭾ땐ꪺꙌ뙈ꅃ Hoffman and Novak (1996)녎ꅵ뫴룴쉳쓽ꛦ결ꅶ(network navigation)ꥷ롱결Ꙣ뙗둃엩륱뢣둃꒶샴맒꒤ꛛꓞ뻉(self-directed)ꪺ늾냊륌땻ꅃHoffman and Novak (1996)ꣃꕘꅁ덯뫘ꭄ뵵꧊(nonlinear)ꪺ띪둍ꕈ쉞꣺륌땻뒣꣑껸뙏꒣꣼궭꣮ꪺ뿯뻜ꛛꗑ뭐놱꣮꿠ꑏꅁꖿꙮ뭐뛇닎둃엩꙰륱뗸ꖭ궱둃엩꧒뒣꣑꣼궭꣮ꪺ쉳쓽뿯뻜(restrictive navigation options)곛맯럓ꅃ ꛒ뱻껸뙏Ꙣ뵵ꑗ샴맒꒤쉳쓽ꛦ결ꪺ깴늧ꅁꖻ곣ꡳꗧ껚뻚론맯꧳껸뙏ꑗ뫴ꗘꪺꅝꗘ볐뻉Ꙗꇾ롧엧꧊ꅞꪺ끑뷗ꅁ룕맏ꗑꑗ뫴ꗘꪺꕛꕈꓱ룻ꅃꙝꚹꅁꖻ곣ꡳ껚뻚껸뙏ꑗ뫴ꗘꪺꪺ꒣Ꙑꅁ녎볋ꖻ꓀결ꅵ롧엧꧊ꅶꕈꅵꗘ볐뻉Ꙗꅶ뙩ꛦꓱ룻ꅁ곣ꡳ떲ꩇ땯뉻뛇닎뱳ꝩ놡맒덝군꧒꣏ꗎꪺ뱳ꝩ엜꓆ꕈ끔꺧뙄ꡄ떥떦늤맯꧳롧엧꧊ꪺ볋ꖻ룻결ꚳ껄ꅁ뻉ꓞ떦늤ꭨ걏끷맯ꗘ볐뻉Ꙗꪺ볋ꖻ껉ꓨꕩ땯뒧Ꝁꗎꅁꚳꝕ꧳껸뙏ꪺ끏뻐껄ꩇꅃ 굙맯Herr (1989)꧒뒣ꕘ뻉ꓞ껄ꩇ땯ꗍꪺꑔ뚵뇸ꗳꕛꕈꯤꛒꅁꭨꕩ맯ꚹ뉻뙈뒣ꕘ룑쓀ꅃHerr (1989)꧒ꪺꑔ뚵뇸ꗳ결ꅇ(1)룪끔ꑷ쁸꙳꧳귓ꑈ끏뻐꒤ꅆ(2)맯귓ꑈꛓꢥꅁꡓꚳ꣣Ꙑ볋덑쉞꣺뻷라ꪺ쑶ꪧ왛꧀꙳Ꙣꅆꕈ(3)룓왛꧀ꖲ뚷뭐뉻ꚳꪺ뭻6-2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꪾꑵꝀ곛쏶ꅃꧺ엣ꙡꅁ럭껸뙏결ꗘ볐뻉Ꙗ껉ꅁꙢ뭻ꪾ뱨ꚸꑗꑷ륷결꽓ꥷꗘꪺꪺ룪끔덂뉺낵럇돆ꅁꙝꚹꙢ뫴궶쉳쓽껉녎라ꛛ꧒ꚳꕩ꿠ꪺ룪끔꣓랽둍ꡄ룪끔ꅝꕝꝴ뫴궶꒺깥뭐뱳ꝩꅞꅃ껚뻚ꑗ굺낲덝ꅁꙢ덯볋ꪺ놡ꩰꑕꅁꗘ볐뻉Ꙗꛛ땍룻롧엧꧊ꪺ껸뙏꧶꣼꣬뻉ꓞ껄ꩇꪺ뱶암ꅃꙐ껉ꅁꙢ꣫뽅쓝꧊뭐띳뙩룪끔곛깥ꪺ놡ꩰꑕꅁ룓쓝꧊덑삳ꗎ꣬띳뙩룪끔덂뉺ꪺ뻷라덑뒣(Herr, 1986)ꅁꗧ꣏녯Ꙣꖻ곣ꡳꗘ볐뻉Ꙗꪺ볋ꖻ롳꒤ꅁ뻉ꓞ껄ꩇꪺ뷕론Ꝁꗎ꣼꣬ꓤ꯹ꅃ Ꙣ뻉ꓞ떦늤륂ꗎ맯꧳뱳ꝩ껄ꩇꪺ뱶암ꓨ궱ꅁ뺨뫞륌ꕨꓥ쑭ꣃꖼꕘ뻉ꓞ떦늤맯꧳뱳ꝩ껄ꩇꪺ뱶암ꅁꕈ교꧳ꖻ곣ꡳꣃꖼ끷맯꣢뚡ꕄ껄ꩇꪺ뱶암쏶ꭙ뇀뻉낲뮡ꅁꗑ놴꿁꧊룪껆꓀꩒떲ꩇ엣ꗜꅁ뻉ꓞ떦늤ꪺ륂ꗎ맯꧳뱳ꝩ멁ꯗꕈ끏뻐껄ꩇꚳ엣뗛뱶암ꅃꙐ껉ꅁ덑걉ꕈ뻉ꓞ꣫뽅ꪺ볋ꖻꅁꙢ뱳ꝩ껄ꩇꪺꙕ뚵뿅뙱ꑗꅁꞡ낪ꅝ쁵ꅞ꧳ꖼ꣼뻉ꓞ꣫뽅ꅃ뺨뫞꣢뫘뻉ꓞ떦늤ꅝ뭻ꪾ꧊ꇾ놡띐꧊ꅞ꒧뚡ꣃꖼꝥ뉻ꕘꧺ엣깴뙚ꅁꚳꇾ때뻉ꓞ꒧뚡ꪺꓱ룻ꅁꑷ뒣꣑귈녯냑ꛒꪺ떲ꩇꅁ맯꧳맪냈곉ꪺ뫴꾸롧샧뭐뙗둃엩륱뢣둃꒶샴맒꒤ꪺ뵵ꑗ뱳ꝩꛦ빐ꅁ삳ꚳ귈녯냑ꛒꪺ믹귈ꅃ . 맪냈띎뉛 뫴믚뫴룴ꚨ결뛇닎둃엩꒧ꕾꕴꑀ귓궫굮룪끔뫞륄걏ꓰ녥롭뫃ꪺꅃ멉ꛜ2001꙾ꑔꓫ꦳결ꓮꅁꕸ왗ꙡ냏10ꛜ60랳ꑈꑦ곹ꚳ1,600롕ꑈꅝ꒺걆뎡닎군덂ꅁ2001ꅞꅁꛓ럭껉ꕸ왗ꙡ냏ꑗ뫴ꑈꑦꭋ륆674롕ꑈꅝꟵ뚮뗓ꅁ2001ꅞꅁ곹꣤꒤ꪺꕼꚨꅃ궱맯꙰ꚹ뱳ꑪꪺ볧Ꙣ냓뻷ꅁꗸ띾ꕄ꙰꛳륆꣬돌꣎뱳ꝩ껄ꩇꅁ뵔걏귈녯ꯤꛒꪺ냝썄ꅃ 곛룻꧳뛇닎둃엩ꅁ뙗둃엩륱뢣샴맒ꪺ꽓꧊꣏녯뫴믚뫴룴둃엩꒣ꙁ돦뽗걏룪끔뛇벽꣓랽ꅁ꧒ꚨꪺ걏뵵ꑗꪺ꒬냊ꫀ롳ꅃꙢ덯볋ꪺ샴맒꒤ꅁ뱳ꝩ룪끔ꪺ뛇뮼꙰꛳륆꣬껄ꩇꅁ낣ꑆ륌ꕨꕈ뛇닎둃엩결ꕄꪺꛦ빐뭐뱳ꝩ곣ꡳ꧒뒣꣑ꪺ왛쉉꒧ꕾꅁ뱳ꝩꕄꟳ삳ꛒ뱻껸뙏꽓꧊Ꙣ륌땻꒤면ꪺꢤꛢꅃꙝꚹꅁꕈꖻ곣ꡳ떲ꩇ결냲슦ꅁ뒣ꕘ볆뚵맪냈ꑗꪺꯘ쒳ꅇ 6-3
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 • 뻉ꓞ떦늤ꪺ륂ꗎ 뻉ꓞ떦늤ꪺꗘꪺ뇽꣏껸뙏ꪺ룪끔덂뉺ꛦ결Ꙣ귓ꑈꅵꖼ띎쏑꣬ꅶꪺ놡ꩰꑕꅁ롧ꗑ꽓ꥷ꣫뽅ꪺ뱶암ꅁ꣏꣤ꯡ쓲ꪺꡍ떦ꛦ결꣼꣬ꅵ뉯ꓞꅶꅃꙢ뛇닎둃엩꒤ꪺ뻉ꓞ껄ꩇꑷꚳ뻇뙩ꛦ곣ꡳꅁ꙰Herr (1989)ꅂYi (1990a)ꅂYi (1990b)ꅂYi (1993)떥ꅁꣃꞡꕘꑆ뻉ꓞ떦늤ꪺ삳ꗎ뭐껄ꩇꅃ땍ꛓꅁ뻉ꓞ떦늤Ꙣ뵵ꑗ샴맒꒤ꪺ삳ꗎꅁꗘꭥꥼ쓝ꓖꢣꅁ뻇덎ꑗꪺ곣ꡳ꙰Mandel and Johnson (1999)덺륌뫴궶굉뒺ꕄ썄뙩ꛦ뻉ꓞ껄ꩇꪺ맪뉻ꅁꕈꅵꓞ뻉ꅶ껸뙏맯꧳늣ꭾ쓝꧊뗻꛴ꪺ앶궫ꅃ 뺨뫞ꖻ곣ꡳꣃꖼ꿠ꕘ꒣Ꙑ쏾ꮬ뻉ꓞ떦늤ꅝ뭻ꪾ꧊ꇾ놡띐꧊ꅞ맯꧳뱳ꝩ껄ꩇꪺ깴늧ꅁ뻉ꓞ떦늤륂ꗎꪺ껄ꩇꑷ녯꣬ꓤ꯹ꅃ맪ꑗꅁ뻉ꓞ껄ꩇꗧꕩ뗸결ꕈꕴꑀ뫘ꚡ뱗ꕛ뱳ꝩ뭐껸뙏놵쒲(exposure)ꪺ뻷라ꅁ뺨뫞껸뙏ꖼꖲ꿠띐꣼꣬덯볋ꪺ깴늧ꅃ땍ꛓꅁ돌닗뱳ꝩ껄ꩇꪺ뱗뙩ꅁ걏뻉ꓞ껄ꩇ륂ꗎꪺ믹귈꧒Ꙣꅃ ꙝꚹꅁ둎맪냈ꑗꛓꢥꅁ뻉ꓞ떦늤ꪺ륂ꗎ삳걏뱳ꝩꕄꕩ뉠ꑊꯤꛒꅁꕈ뱗뙩꣤뱳ꝩ껄ꩇꪺꕩ꿠낵ꩫꅃ뵵ꑗ끑뷗냏ꅂ뵵ꑗ륃삸ꅝ꙰꯷맏뉱솼ꅞꅂ띦끴뱳ꝩꪺ뫴궶ꕄ썄뭐꒺깥ꅂ룪끔ꝥ뉻ꓨꚡꅝ맏ꅂꛢ뷕ꅂꓥ꙲떥ꅞ떥ꅁꞡ걏ꕩ룪ꗎ꣓ꓞ땯뻉ꓞ껄ꩇꪺ꒸꿀ꅃ꣒꙰ꅁꖮ꣠낷녤궹ꭾꪺ뵵ꑗ뱳ꝩꕩ덺륌곛쏶싥뻇돸뻉ꪺ뒣꣑ꅁ5ꓞ뻉껸뙏꽓ꝏꩠ띎ꅝ뭐룓궹ꭾ꧒뉋ꕛ샧빩꿀ꚳ쏶ꪺꅞꖮ꣠ꕩ꿠꽥꽦ꅆꡔꢮ뱳ꝩꕩ덺륌궭껉덱쏶ꪺ뵵ꑗ륃삸ꅁ끷맯룓ꢮꮬ녪뷕ꪺ덴ꯗ꧊꿠뙩ꛦ뻉ꓞꅃ덺륌뵵ꑗ샴맒꒤뻉ꓞ떦늤ꪺ덝군ꅁ끴Ꙙ뱳ꝩꝥ뉻ꅁ삳꿠땯뒧룻귬ꗽ돦꿂뒣꣑뱳ꝩ룪끔ꟳ꣎ꪺ뱳ꝩ껄ꩇꅃ 5 뱳ꝩꖻꢭ뒣꣑ꅂ끴Ꙙꪺ뫴궶ꕄ썄ꅂ덺륌뙗덳떲ꪺꓨꚡꞡ걏ꕩꛦꓨꩫꅃ 6-4
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 • 뵵ꑗ뱳ꝩ놡맒ꪺ덝군 뱳ꝩꪺꗘꪺꙢ뛇뮼뭐냓ꭾꩁ냈ꚳ쏶ꪺ룪끔떹껸뙏ꅁꣃ듁뇦덺륌뱳ꝩ룪끔뛇벽ꕈ륆꣬Ꝭꓞ껸뙏ꪺꗘꪺꅃꙢ뱳ꝩ끔꺧ꪺ덝군ꑗꅁ결륆꣬Ꝭꓞ껸뙏ꪺꗘꪺꅁ꒣Ꙑ늣ꭾꦹꦹ뇄ꗎ꒣Ꙑꪺ끔꺧뙄ꡄ떦늤ꅃ꣒꙰ꅁꙐ볋ꕈꡔꢮ뱳ꝩꛓꢥꅁꑀ꿫깡깸꧐ꢮ라녪뷕뗎빁꧊ꅂꕈ깡깸ꚨ귻ꙀꙐꕘ륃ꪺ럅쓉띐쒱ꅃ땍ꛓꅁ덦ꢮ냓ꗎꢮ뱳ꝩ꧒녪뷕ꪺꦹꦹ걏ꢮꑬꪺ룼궫뙱ꅂꑪꑏꅂꕈ롧샙맪둦ꪺꢮ믹ꅃ꣢뫘뱳ꝩ떹꒩껸뙏ꪺ띐쒱ꅁꭥ룻낾Ꙗꅵ띐꧊ꅶꪺ뙄ꡄꅁꛓꯡꭨ뗛궫ꅵ뉺꧊ꅶ뭐ꅵ룪끔꧊ꅶꪺ꧊꿠ꓱ룻ꅃ끷맯꒣Ꙑ껸뙏뇚롳ꕈ빐냢냓ꭾꅁ꓀ꝏ뇄ꗎ띐꧊뉺꧊ꪺꕄ썄뙄ꡄꅁꦹꦹ걏뱳ꝩꕄ결륆꣬돌꣎뱳ꝩ껄ꩇ꧒뚷ꛒ뙱ꪺ떦늤ꅃ 둎뵵ꑗ놡맒ꛓꢥꅁ뱳ꝩ끔꺧ꪺ덝군꒴ꚳ덯볋ꪺ껄ꩇꅃꖻ곣ꡳ떲ꩇꕘ뱳ꝩ끔꺧덝군맯꧳뒣ꗜꭾ땐Ꙟ뻐ꚳ뱶암ꅁꗧꝙ럭껸뙏Ꙣ궱맯룓쏾ꮬꪺ뱳ꝩ냓ꭾ껉ꅁꦹꦹ꿠Ꙟ뻐끟ꗽꭥ뱳ꝩꪺꭾ땐ꅃ꽓ꝏ걏끷맯ꗘ볐뻉Ꙗꪺ껸뙏ꅁ끔꺧뙄ꡄ맯꧳껸뙏끏뻐껄ꩇꪺ뱶암ꟳ결ꧺ엣ꅃ ꕴꑀꓨ궱ꅁꗑ꧳뉻ꚳ덎ꪺ뮲ꝕꅁꙢ뵵ꑗ놡맒꒤ꟳ꧶뭳Ꝁꕘ뱳ꝩ엜꓆ꪺ껄ꩇꅃꕈ뛇닎싸뭸결꣒ꅁ굙ꖲ뚷ꝥ뉻ꕘ뱳ꝩ엜꓆ꪺ껄ꩇꅁꦹꦹꖲ뚷덺륌뵧둔ꪺ뱗ꕛꅁꕈ덳쓲뱀ꪺꓨꚡ덳쓲ꝥ뉻ꅁꑝꙝꚹꖲ뚷ꕉꕘ룻낪ꪺ뱳ꝩꚨꖻꅃ땍ꛓꅁꙢ뵵ꑗ놡맒꒤ꚳꙨ뚵덎ꕩꣳꝕ뱳ꝩꕄ륆꣬ꚹꗘꪺꅃ꣒꙰ꅁ돌덑뱳결삳ꗎꪺ냊멁GIF맏색ꅁ덺륌JavaꅂJavaScriptꅂVBScriptꅂFlash떥덎ꅁꞡꕩ뮴꧶ꙡ륆꣬뱳ꝩ엜꓆ꪺ덝군ꗘꪺꅃ뵵ꑗ놡맒꧒뒣꣑ꪺꭋꝑ꧊ꟳꚳꝕ꧳뱳ꝩꕄ덝군ꕘ룻ꚳꝑꪺ뱳ꝩ엜꓆ꝥ뉻ꅁ끴Ꙙꭥ굺뱳ꝩ끔꺧뙄ꡄꪺ뿯뻜ꅁ뱳ꝩꕄꞡꕩ땯뒧뵵ꑗ뱳ꝩꪺ껄ꩇꅃ꣒꙰ꅁ륱뢣륃삸뱳ꝩꕈFlash뭳Ꝁ냊땥ꪺꓨꚡꝥ뉻ꅁꕈ륆꣬Ꝭꓞ껸뙏ꕈ뱳ꝩ엜꓆ꪺꗘꪺꅁ덺륌꒣Ꙑ뻮둔뱳ꝩ볐뭹ꪺ덝군ꅁ륆꣬룪끔꧊놡띐꧊ꪺ뱳ꝩ뙄ꡄꅁꞡ걏ꕩ꿠ꪺ낵ꩫꅃ 6-5
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 • 껸뙏꽓꧊ꪺ둸뒤 ꙰Ꙑ닄5뎹꧒ꕘꅁꙢ뵵ꑗ놡맒꒤ꪺ껸뙏뱳ꝩ룪끔덂뉺ꛦ결꒣돦꣼뛇닎ꛦ빐믢냬꒤꧒뷍뷗ꪺ뱳ꝩ놡맒ꙝ꿀꧒뱶암ꅁ껸뙏ꖻꢭ꽓꧊ꗧ면ꑆ곛럭궫굮ꪺꢤꛢꅃꕈ뉻꒵ꛓꢥꅁ덺륌뫴믚뫴룴ꪺ꽓꧊꣺녯껸뙏귓ꑈ룪껆ꅝ꙰쉳쓽끏뿽(log)쇊뙒끏뿽ꅞꕈ뙩ꛦꑀ맯ꑀꛦ빐ꑀꪽ걏뵵ꑗ뫴꾸롧샧뱳ꝩꕄꝖꑏꪺꗘ볐ꅃ땍ꛓꅁ뇽덺륌뗹ꕕ룪껆ꅂ껸뙏쉳쓽끏뿽ꅂ뻺ꚸ껸뙏끏뿽떥ꓨꚡ둸뒤껸뙏꽓꧊ꅁ녯꣬ꪺ껄ꩇꦹꦹ꣼꣬궭꣮ꅃ꣒꙰ꅁ껸뙏ꕩ꿠꧳뗹ꕕ껉쇴싃꣤꽵맪룪껆ꅂ덺륌쉳쓽뺹덝ꥷ꣏녯쉳쓽끏뿽때ꩫ뙩ꛦꅂ6껸뙏ꣃꭄ롧녠꧊ꙡ껸뙏떥ꅃ ꕈ꙰ꚹ낪ꚨꖻꕂ꣣ꭉꗇ쇴ꡰ앶뫃뱻ꖼꖲꢣꕜ껄ꪺ떦늤뙩ꛦ뱳ꝩꛦ빐ꅁ맯뱳ꝩꕄꛓꢥꖼꖲ닅Ꙙꚨꖻ껄꽱ꅃ맪ꑗꅁ뱳ꝩꕄ굙꿠맯뱳ꝩ뇀ꕘꪺ뵵ꑗ놡맒ꅝ꙰꽓ꥷ뫴꾸ꅞꚳ꧒ꑆ룑ꅁꛛꕩ끷맯룓놡맒ꑕ볧Ꙣ껸뙏ꪺ꽓꧊덝군ꕘꚳ껄ꪺ뱳ꝩ떦늤ꅃꕈꑀ꿫녍띾꧊뫴꾸ꛓꢥꅁꑪꙨ볆쉳쓽삳쓝꣣ꚳ꽓ꥷꗘꪺꅝ뇽꣺녯띪둍꽓ꥷ룪끔ꅞꅁꚹ껉껸뙏Ꙣ꽓꧊ꑗ룻꧶꣼꣬뻉ꓞ껄ꩇꪺ뱶암ꅆꛓꖼ꣣꽓ꥷꕄ썄ꪺ뫴꾸ꅝ꙰뵵ꑗ쇊ꪫ뫴꾸ꅞꅁ껸뙏룻꧶꣼꣬ꪺ뱶암꣓랽ꭨ결뱳ꝩ덝군ꑗꪺ엜꓆떦늤ꕈ뇄꣺ꪺ끔꺧뙄ꡄꅃ둸뒤ꚹ뚵꽓꧊ꅁ뱳ꝩꕄꓨ꿠ꟳ뙩ꑀꡂ륆꣬ꑀ맯ꑀꛦ빐ꪺꗘ볐ꅃ ꗧꝙꅁꖻ곣ꡳꯘ쒳Ꙣ껸뙏꽓꧊ꪺ둸뒤ꑗꗧ삳ꛒ뱻껸뙏쉳쓽ꗘꪺ(goal-dependent)ꅁꛓꭄ돦꿂ꙡꅵ귓ꑈ꽓꧊ꅶ꣮ꥷꥷꪺ뱳ꝩ떦늤(person-dependent)ꅃꙝ껉ꙝꙡ뙩ꛦ뷕뻣ꪺ낵ꩫꅁ녎ꟳ꣣뱵꧊뭐껄ꩇꅃ꣒꙰ꅁ둎Ꙑꑀ뱳ꝩꛓꢥꅁ굙녎꒧롭꧳ꡔꢮ뫴꾸꒤ꅁꗑ꧳ꚹ껉껸뙏쉳쓽뫴궶ꗘꪺꑪꙨ결띪둍뭐ꡔꢮ곛쏶ꪺ룪끔돸뻉ꅁ걇쓝ꅵꗘ볐뻉Ꙗꅶꪺ쉳쓽ꓨꚡꅁꙝꚹ굙꿠덺륌ꭥꓥ꧒ꯘ쒳뻉ꓞ떦늤ꪺ륂ꗎꅁ삳꿠늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅃ곛맯ꙡꅁ굙뱳ꝩ롭꧳뵵ꑗ쇊ꪫ뫴꾸ꑊꑦ뫴꾸꒤ꅁꚹ껉룻Ꙩ껸뙏쓝꧳ꅵ롧엧꧊ꅶ쉳쓽ꅁꙝꚹꙢ뱳ꝩꝥ뉻ꑗ륂ꗎ뱳ꝩ엜꓆ꅂ끔꺧뙄ꡄ떥떦늤ꭨꕩ늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅃ 6-6
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . 곣ꡳ궭꣮ ꖻ곣ꡳ뇄맪엧ꯇ맪엧ꩫ뙩ꛦꅁ맪엧ꯇ맪엧ꩫꪺ냲ꖻ뫫꾫ꭋ걏덺륌맯꧳곛쏶엜뚵ꪺ뻞ꅁ끑꣤뚡ꪺ꒬냊뱶암쏶ꭙꅁꛓꙢ륌땻꒤결쇗ꝋ꣼꣬꒣ꖲ굮ꪺꑺ쉚ꅁꙝꚹꖲ뚷맯꧳늳Ꙩꭄ맪엧ꙝ꿀뙩ꛦ뻞놱ꅃ뿭둠ꚹ뫫꾫ꅁꖻ곣ꡳ덺륌ꭥ듺ꪺ뙩ꛦꕈꙢ맪엧륌땻꒤ꪺ쑙싔꧊ꕈꡄ쇗ꝋꭄ맪엧ꙝ꿀뱶암맪엧륌땻ꅃ땍ꛓꅁꙢꑏꡄ쑙싔꧊ꪺ놡ꩰꑕꅁ꒴ꚳ볆뚵곣ꡳ궭꣮ꅁꖲ뚷Ꙣꚹꕘꅇ • 뵵ꑗ뱳ꝩ멁ꪺ뿯뻜 Ꙣ맪엧룪랽ꚳ궭ꪺ놡ꩰꑕꅁꖻ곣ꡳꕈ뻮둔뱳ꝩ결곣ꡳ맯뙈ꅃ맪ꑗꅁ꒣Ꙑꚡꪺ뵵ꑗ뱳ꝩꅁꗧꕎꫭꑆ꒣Ꙑꪺ꣫뽅ꕈ뱶암ꅃꙢ곣ꡳ룪랽ꪺ궭꣮ꑕꅁꖻ곣ꡳꣃꖼ꿠끷맯ꗘꭥ뵵ꑗ샴맒꒤꧒ꢣꪺꙕ뫘뱳ꝩꚡ뙩ꛦ뷍끑ꅁꙝꚹꑀ꿫꓆ꪺ뵤돲ꕄ굮궭꣮꧳뻮둔뱳ꝩꅃ • 뻉ꓞ떦늤ꪺ뺯뙱 Ꙣ뻉ꓞ껄ꩇꪺ덝군ꑗꅁꖻ곣ꡳꭙ덝군ꕈꖭ궱뱳ꝩ빜얪Ꝁ결뻉ꓞ꣫뽅ꪺ꣓랽ꅃ뺨뫞ꗽ덺륌ꭥ듺걄뿯ꕘ꓀ꝏꕎꫭ뭻ꪾ꧊ꕈ놡띐꧊뻉ꓞꪺ꣢ꭨꖭ궱뱳ꝩꅁꗑ꧳Ꙣꅵ뺯뙱ꅶꑗ때ꩫ뙱듺ꅁꙝꚹ맪엧떲ꩇꕩ꿠꣼꣬뺯뙱녪깺ꪺ뱶암ꅃ땍ꛓꅁꙢ맪엧ꯇ샴맒꒤꣼꣬놱꣮ꪺ놡ꩰꑕꅝ볋ꖻꞡ놵꣼곛Ꙑꪺ뻉ꓞ꣫뽅ꅞꅁ뻣엩ꛓꢥꅁ룓뚵뱶암삳곛맯룻ꑰꅁꝙ맪엧떲ꩇꕩꙢ곛Ꙑꪺ뺯뙱ꓴ럇ꑕ뙩ꛦ놴끑ꅃ 6 ꣒꙰ꅇ쏶뎬쉳쓽뺹쁸꙳cookiesꪺꕜ꿠ꅃ 6-7
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 • 볋ꖻꛛ뿯뻜(self-selection)ꪺ뱶암 ꖻ곣ꡳ꣓ꛛ꧳꒤ꖡꑪ뻇ꪺ볋ꖻꭙ덺륌ꗽ뛒ꛓ녯ꅝ140ꙗꅞꅁ덎뻇끼ꭨ걏덺륌뇂뷒뇐깶ꣳꝕ꣺녯볋ꖻꅝ103ꙗꅞꅃ뺨뫞Ꙣꙕ맪엧닕ꪺ꓀끴ꑗꕈ돸ꙗ껉뚡ꕛꕈ꓀끴ꕈ륆꣬ꙕ닕볋ꖻ쁈뻷꓀끴ꪺ덝군ꅁ덺륌뛒꣺녯ꪺ볋ꖻꅁ뻣엩ꛓꢥ꒴꣣ꚳꛛ뿯뻜ꪺ뱶암ꅁꙢꚹ삳꽓ꝏꕘꅃ . ꖼ꣓곣ꡳꓨꙖ ꕈꖻ곣ꡳ결냲슦ꅁꙢꚹ뒣꣑볆귓ꕩ꿠ꦵꪺ곣ꡳꓨꙖꅁ꣑ꯡ쓲곣ꡳ냑ꛒꅇ • 뵵ꑗ뻉ꓞ(online priming)ꪺ덝군뭐뻉ꓞ떦늤뚡ꪺꓱ룻 ꖻ곣ꡳꭙꕈꖭ궱뱳ꝩꝀ결뻉ꓞ껄ꩇꪺ꣓랽ꅁꯡ쓲곣ꡳꕩꯤꛒ꙰꛳Ꙣ뙗둃엩륱뢣둃꒶샴맒ꪺ뵵ꑗ놡맒꒤ꅁ덝군ꕘꚳ껄ꪺ뵵ꑗ뻉ꓞ떦늤ꅁ꣏뱳ꝩꕄ녯ꕈꙢ껸뙏꧳뵵ꑗ쉳쓽껉ꅁ덺륌뵵ꑗ뻉ꓞ떦늤땯뒧룻꣎ꪺ뱳ꝩ껄ꩇꅃꕩ꿠ꪺꓨꩫ꙰뵵ꑗꫀ롳ꪺ롧샧ꅂ끑뷗냏ꪺ덝ꗟꅂꙢ뱳ꝩ겡냊꒤ꕛꑊ륃삸ꅝ꙰뙩ꛦ뱳ꝩ냓ꭾꪺ꯷맏둍쑟ꅞꚨꗷ떥ꅁꞡ걏ꕩ꿠ꗎ꣓덝군뵵ꑗ뻉ꓞ떦늤ꪺ낵ꩫꅃ ꕴꑀ궱ꅁ뻉ꓞ떦늤꒧뚡ꪺꓱ룻ꗧ걏귈녯놴끑ꪺ쒳썄ꅃꙢ륌ꕨ뭐뻉ꓞ껄ꩇ곛쏶ꪺ곣ꡳ꒤ꅁ꒣뷗걏ꓟ뉺뻇ꛦ빐믢냬ꅁꞡꖼ꽁꒣Ꙑ뻉ꓞꓨꚡꪺꓱ룻ꅁ둎뱳ꝩ덝군ꛓꢥꅁꚹ쒳썄ꚳ꣤궫굮꧊ꅃ뺨뫞ꖻ곣ꡳꣃꖼ꿠ꧺ엣ꕘ뭻ꪾ꧊ꕈ놡띐꧊뻉ꓞꪺ깴늧ꅁꯡ쓲곣ꡳ삳ꕩ뉠ꑊ놴끑Ꙣ꒣Ꙑ놡맒ꅝ꙰ꖻ곣ꡳ꓀결롧엧꧊뭐ꗘ볐뻉Ꙗꅞꑕꅁ꒣Ꙑ뻉ꓞ꣫뽅ꪺ낵ꩫ걏ꝟꚳ꧒꒣Ꙑꅁꕈ꛳ꕩꙢ꽓ꥷ놡맒ꑕ늣ꗍ룻꣎ꪺ뱳ꝩ껄ꩇꅁ맯뱳ꝩ겡냊ꪺ덝군뭐냵ꛦ맪삳ꚳ냑ꛒ믹귈ꅃ 6-8
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 • 냓ꭾ쏾ꮬꪺ뱶암 ꯹ꑛ꧊냓ꭾꅝ꙰ꡔꢮ돃꣣륱뺹ꅞꑀ꿫ꞡꕝꝴ돌Ꙩ뱳ꝩ룪끔ꅁꛓꭄ꯹ꑛ꧊냓ꭾꅝ꙰궹ꪫꅂ뚼껆ꅂ럏꿳떥ꅞ뱳ꝩ꧒ꝴ룪끔ꭨ곛맯룻ꓖ(Engel et al., 1995; Abernethy and Franke, 1996)ꅃꗧꝙꅁ꒣Ꙑ냓ꭾꪺ뱳ꝩꚳꙢ덝군ꑗꭋ라ꚳ꧒깴늧ꅃꖻ곣ꡳ쏶ꓟꪺ쒳썄결뵵ꑗ샴맒꒤ꪺ뱳ꝩ껄ꩇꅁꣃꖼꛒ뙱냓ꭾ쏾ꮬꪺ뱶암ꅁ꒣Ꙑ냓ꭾ꓀쏾Ꙣꖻ곣ꡳ꒤ꕩ꿠꣣ꚳ뷕론뱶암ꅃ ꦵꛓꢥꅁ껸뙏궱맯꒣Ꙑ쏾ꮬ냓ꭾꪺ뱳ꝩ껉ꅁꝙꕩ꿠ꙝ냓ꭾ쏾ꮬꛓꚳ꒣Ꙑꪺ룪끔덂뉺ꓨꚡꅃ꣒꙰ꅁꓱ룻ꡔꢮ뭐ꑀ꿫ꗁꗍꗎꭾꪺ뱳ꝩꅁ럭껸뙏궱맯ꡔꢮ뱳ꝩ껉ꅁꗑ꧳냓ꭾꖻꢭ꽓꧊ꅁꙝꚹ룪끔띪둍ꪺꓱ궫곛맯룻녪ꅆ궱맯ꑀ꿫ꗁꗍꗎꭾ껉ꅁ꣤ꓩ녠ꗍ겡ꭋꑷꝩꪾ꣤Ꝑ쉟뻚뭐꣏ꗎ롧엧ꅁꙝꚹ룪끔띪둍ꓱ궫곛맯라룻ꝃꅃ궱맯뱳ꝩꪺ꣢뫘꒣Ꙑ멁ꯗꅁꭋ라꣏녯뻣엩뱳ꝩꝥ뉻Ꙣ덝군ꑗꖲ뚷ꚳ꧒깴늧ꅁ꙰ꖻ곣ꡳ꧒ꕘꙢ롧엧꧊뭐ꗘ볐뻉Ꙗ껸뙏뇚롳꒤ꅁ뱳ꝩ놡맒ꅝ뱳ꝩ엜꓆ꅂ끔꺧뙄ꡄꅞ뭐뻉ꓞ껄ꩇ곛맯뱶암ꑏꪺ낪ꝃꅃ • 뱳ꝩ껄ꩇꪺ뻞Ꝁ꓆ ꖻ곣ꡳꙢ뱳ꝩ껄ꩇꪺ뻞Ꝁ꓆ꭙꕈ뱳ꝩ멁ꯗꕈ끏뻐껄ꩇꕛꕈ뿅뙱ꅁꯘ쒳ꯡ쓲곣ꡳꗧꕩ끷맯꣤ꖦꓨꚡ뙩ꛦ뱳ꝩ껄ꩇꪺ뻞Ꝁ꓆ꅁ꙰쇊뙒띎쑀ꅁ싂ꗎꓡ걏ꝟ쑀띎신뒫냓ꭾꭾ땐ꅝꭾ땐ꦾ룛ꯗꪺ뱶암ꅞ떥ꅃ뎡ꗷ뻞Ꝁ꓆ꓨꚡ쇶ꖼꖲ꣣ꚳ뻇덎ꑗꪺ쑙싔꧊ꅁ둎맪냈곉ꛓꢥꅁ녎걏ꚳ띎롱ꪺ뱳ꝩ껄ꩇ볐ꅃ • ꣤ꖦ뱳ꝩꚡꪺ곣ꡳ ꖻ곣ꡳꭙꕈ돌녠ꢣꪺ뻮둔뱳ꝩ결곣ꡳ맯뙈ꅁꗘꭥꙢ뵵ꑗ샴맒꒤꧒삳ꗎꪺ뱳ꝩꚡꣃ꒣궭꧳뻮둔뱳ꝩꅁꗧꚳ꣤ꖦꚡ꙰룵ꕘꚡ뗸떡(pop-up windows)ꅂ꽂ꓴꙌ뱳ꝩ(watermark ads)ꅂ꒬냊ꚡ뱳ꝩ떥ꅃ끷맯꒣Ꙑ뱳ꝩ쏾ꮬꅁ뱳ꝩ놡맒ꕈ빁럭6-9
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꪺ뻉ꓞ떦늤ꪺ덝군걏ꝟꚳ꧒꒣Ꙑꅈ꣒꙰ꅁ뻮둔뱳ꝩꕩ덺륌뭐뫴궶ꕄ썄ꪺ띦끴륆꣬뻉ꓞꪺꗘꪺꅁꛓ꒬냊ꚡ뱳ꝩꭨꕩ덺륌뵵ꑗ륃삸ꅝ꙰꯷맏ꅂ뉱솼ꅂ둍쑟ꅞꪺ륌땻꒤륆뻉뻉ꓞꪺꗘꪺꅁꕂ꣢뫘뱳ꝩꙢ뻣엩놡맒ꪺ덝군ꑗꑓꙝꝥ뉻뚡ꪺ깴늧ꛓꚳ꧒꒣Ꙑꅃ끷맯꒣Ꙑ뵵ꑗ뱳ꝩꪺꚡꅁ곣ꡳꕩ끷맯꣤뚡ꪺ깴늧뙩ꛦ뙩ꑀꡂ놴끑ꅃ6-10
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 냑ꛒꓥ쑭 ꒺걆뎡닎군덂(2001)ꅁꅵ꒺걆닎군ꓫ돸ꅶꅁ< (Accessed May 31, 2001). ꛳걐볼(1999)ꅁ뫴룴뛇뿩덴ꯗ뭐둃엩닕Ꙙꡍꥷꓨꚡ맯뫴룴뱳ꝩ껄ꩇ꒧뱶암ꅁ냪ꗟ꒤ꖿꑪ뻇룪끔뫞뉺곣ꡳ꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ Ꝥꓟ(1997)ꅁ둃엩꽓꧊맯뮡ꩁ껄ꩇ꒧뱶암ꇐWWW둃엩꒧맪엧ꯇ곣ꡳꅁ냪ꗟ꒤ꖡꑪ뻇룪끔뫞뉺꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ Ꝥ뷷(1999)ꅁ뫴꾸뱳ꝩ꒺깥꓀꩒꒧곣ꡳꅁ냪ꗟꕸ왗뻇냓뻇곣ꡳ꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ Ꟶ뚮뗓(2001)ꅁꅵ뫴믚뫴룴ꗎꓡ볆뷕걤닎군ꅶꅁ롧샙뎡덎덂ꥥ끕곬녍군땥ꅁ< (Accessed May 31, 2001). ꢦ뚮뱺(1996)ꅁ룪끔ꝥ뉻ꓨꚡ맯뫴룴ꛦ빐뱳ꝩ껄ꩇ꒧곣ꡳꇐꕈ맪엧ꩫ놴끑WWW뫴룴쇊ꪫ놡맒ꅁ냪ꗟ꒤ꖡꑪ뻇룪끔뫞뉺꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 꿕뱹럧(1999)ꅁWWW꒬냊뱳ꝩ껄ꩇ꒧곣ꡳꅁ냪ꗟ걆ꩶꑪ뻇ꗸ띾뫞뉺뻇꡴돕ꑨ뷗ꓥꅃ 녩꩙낶(2000)ꅁ뫴룴꒬냊뱳ꝩ껄ꩇ꒧곣ꡳꅁꑪ띾ꑪ뻇ꑵ띾쏶ꭙ곣ꡳ꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 녩굙꧉(2000)ꅁ뫴궶ꪺ뱳ꝩ샴맒맯뱳ꝩ껄ꩇ꒧뱶암ꅁꩆꝤꑪ뻇ꗸ띾뫞뉺뻇꡴ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 뎯ꧺ볽(1998)ꅁ뫴꾸뱳ꝩꝥ뉻ꓨꚡ맯뱳ꝩ껄ꩇ꒧뱶암ꅁ냪ꗟ꒤ꖡꑪ뻇룪끔뫞뉺꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 뎯곕ꚼ(2000)ꅁ녪궢꧊뫴룴뱳ꝩꪺ껄ꩇ곣ꡳꅁ냪ꗟ꒤ꖡꑪ뻇ꗸ띾뫞뉺곣ꡳ꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 뛀ꭔ굞(1995)ꅁꙨ엜뙱꓀꩒ꅁ꒤뗘롧샙ꗸ띾곣ꡳ꧒ꅃ 뛀쓉몽(2000)ꅁ꒺깥뫴꾸ꮬ멁뭐뻮둔뱳ꝩꫭ뉻ꓨꚡ맯뱳ꝩ껄ꩇ꒧뱶암ꅁ냪ꗟ걆ꩶꑪ뻇룪끔뫞뉺뻇꡴ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 램껑ꚨ(1998)ꅁꗾ뉹룪끔뫴뱳ꝩ꒺깥맯뱳ꝩ껄ꩇ뱶암꒧놴끑ꇐ뫴룴싸뭸꒧맪엧ꯇ곣ꡳꅁ냪ꗟ꒤ꖡꑪ뻇룪끔뫞뉺꧒ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ 슲ꧺ귵(1999)ꅁ뫴룴뱳ꝩ꒧ꪩ궱ꛬ롭뭐ꩠꗘ뉶쏶ꭙ곣ꡳꅁ냪ꗟꕸ왗곬ꑪ뻇ꖼꕘꪩ뫓ꑨ뷗ꓥꅃ R-1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Abernethy, . and . Franke (1996), “The Information Content of Advertising: A Meta-Analysis,” Journal of Advertising, XXV(2), Summer, pp. 1-17. Ajzen, I. and M. Fishbein (1980), Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ: Prentice-Hall Inc. Barki, H. and J. Hartwick (1989), “Rethinking the Concept of User Involvement,” MIS Quarterly, 13(1), March, pp. 53-63. Batra, R. and . Ray (1986), “Affective Responses Mediating Acceptance of Advertising,” Journal of Consumer Research, 13(2), pp. 234-249. Berger, . and . Mitchell (1989), “The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Relationship,” Journal of Consumer Research, 16, December, pp. 269-279. Biehal, G. and D. Chakravarti (1983), “Information Accessibility as a Moderator of Consumer Choice,” Journal of Consumer Research, 10, June, pp. 1-14. Briggs, R. and N. Hollis (1997), “Advertising on the Web: Is There Response before Click-Through?” Journal of Advertising Research, March/April, pp. 33-45. Brown, . and . Stayman (1992), “Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis,” Journal of Consumer Research, 19, June, pp. 34-51. Burnkrant, . and . Unnava (1987), “Effects of Variation in Message Execution on the Learning of Repeated Brand Information,” Advances in Consumer Research, 14, pp. 173-176. Cacioppo, . and . Petty (1989), “The Elaboration Likelihood Model: The Role of Affect and Affect-Laden Information Processing in Persuasion,” in P. Cafferata and . Tybout (Eds.), Cognitive and Affective Responses to Advertising, Lexington, MA: Lexington Books, pp. 69-89. Calder, . and B. Sternthal (1980), “Television Commercial Wearout: An Information Processing View,” Journal of Marketing Research, XVII, May, pp. 173-186. Celsi, . and . Olson (1988), “The Role of Involvement in Attention and Comprehension Processes,” Journal of Consumer Research, 15, September, pp. 210-224. Celuch, . and M. Slama (1993), “Program Content and Advertising Effectiveness: A Test of the Congruity Hypothesis for Cognitive and Affective Sources of Involvement,” Psychology and Marketing, 10(4), pp. 285-299. R-2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Coupey, E. (1994), “Restructuring: Constructive Processing of Information Displays in Consumer Choice,” Journal of Consumer Research, 21, June, pp. 83-99. Coutler, . and G. Punj (1999), “Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand,” Journal of Business Research, 45, pp. 47-58. Craik, . and . Lockhart (1972), “Levels of Processing: A Framework for Memory Research,” Journal of Verbal Learning and Verbal Behavior, 11(6), pp. 671-684. [Cited from Leong et al. (1996).] Cutler, B. and . Javalgi (1993), “Analysis of Print Ad Features: Services versus Products,” Journal of Advertising Research, March/April, pp. 62-69. Daft, . and J. Wiginton (1979), “Language and Organization,” Academy of Management Review, 4(2), pp. 179-191. Daft, . and . Lengel (1986), “Organizational Information Requirements, Media Richness and Structural Design,” Management Science, 32(5), pp. 554-571. du Plessis, E. (1994), “Recall versus Recognition,” Journal of Advertising Research, May/June, pp. 75-91. Dubow, . (1994), “Point of View: Recall Revisited: Recall Redux,” Journal of Advertising Research, May/June, pp. 92-99. Ducoffe, . (1996), “Advertising Value and Advertising on the Web,” Journal of Advertising Research, September/October, pp. 21-35. Eighmey, J. (1997),“Profiling User Responses to Commercial Web Sites,” Journal of Advertising Research, May/June, pp. 21-35. Engel, ., . Blackwell, and . Miniard (1995), Consumer Behavior, Fort Worth, TX: Dryden Press. Erevelles, S (1998), “The Role of Affect in Marketing,” Journal of Business Research, 42, pp. 199-215. Farhoomand, . and . Drury (1996), “Factors Influencing Electronic Data Interchange Success,” DATA BASE Advances, 27(1), Winter, pp. 45-57. Fishbein, M. and I. Ajzen (1975), Belief, Attitude, Intention, and Behavior, Reading, MA: Addison-Wesley. Gibson, . (1994), “Recall Revisited: Recall ReduxSome Reactions,” Journal of Advertising Research, May/June, pp. 107-108. R-3
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Goldberg, . and . Gorn (1987), “Happy and Sad TV Programs: How They Affect Reactions to Commercials,” Journal of Consumer Research, 14, December, pp. 387-403. Gorn, . and . Goldberg (1980), “Children’s Response to Repetitive Television Commercials,” Journal of Consumer Research, 6, March, pp. 421-424. Greenwald, . and C. Leavitt (1984), “Audience Involvement in Advertising: Four Levels,” Journal of Consumer Research, 11, June, pp. 581-592. Hair , ., Jr., . Anderson, . Tatham, and . Black (1995), Multivariate Data Analysis with Readings, Englewood Cliffs, NJ: Prentice-Hall. Haugtvedt, ., . Schumann, . Schneier, and . Warren (1994), “Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength,” Journal of Consumer Research, 21, June, pp. 176-189. Hawkins, . and . Hoch (1992), “Low-Involvement Learning: Memory without Evaluation,” Journal of Consumer Research, 19, September, pp. 212-225. Herr, . (1986), “Consequences of Priming: Judgment and Behavior,” Journal of Personality and Social Psychology, 51, pp. 1106-1115. Herr, . (1989), “Priming Price: Prior Knowledge and Context Effects,” Journal of Consumer Research, 16, June, pp. 67-75. Herr, ., . Sherman, and . Fazio (1983), “On the Consequences of Priming: Assimilation and Contrast Effects,” Journal of Experimental Social Psychology, 19, pp. 323-340. Higgins, . and . King (1981), “Accessibility of Social Constructs: Information-Processing Consequences of Individual and Contextual Variability,” in N. Cantor and . Kihlstrom (Eds.), Personality, Cognition, and Social Interaction, Hillsdale, NJ: Erlbaum, pp. 69-121. Higgins, ., . Bargh, and W. Lombardi (1985), “Nature of Priming Effects on Categorization,” Journal of Experimental Psychology: Learning, Memory, and Cognition, 11, pp. 58-69. Higgins, ., . Rholes, and . Jones (1977), “Category Accessibility and Impression Formation,” Journal of Experimental Social Psychology, 13, pp. 141-154. Hoffman, . and . Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60, July, pp. 50-68. R-4
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Holbrook, . and . Hirschman (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9(2), pp. 132-140. Holbrook, . and . Moore (1981), “Feature Interactions in Consumer Judgments of Verbal Versus Pictorial Presentations,” Journal of Consumer Research, 8, June, pp. 103-113. Homer, . (1990), “The Mediating Role of Attitude toward the Ad: Some Additional Evidence,” Journal of Marketing Research, 27, February, pp. 78-86. Hunt, . (1976), “Informational vs. Persuasive Advertising: An Appraisal,” Journal of Advertising, 5, Summer, pp. 5-8. IDC (1998), “Internet Commerce Revenues in Western Europe to Reach $30 Billion by 2001,” < (Accessed January 7, 1999). IDC (1999), “Internet Marketplace: An IDC Continuous Information Service 1999,” < (Accessed January 7, 1999). ISC (Internet Software Consortium) (1999), “Internet Domain Survey, July 1999,” < >, (Accessed December 15, 1999). Janiszewski, C. (1998), “The Influence of Display Characteristics on Visual Exploratory Search Behavior,” Journal of Consumer Research, 25, December, pp. 290-301. Johar, . and J. Sirgy (1991), “Value-Expressive Versus Utilitarian Advertising Appeals: When And Why to Use Which Appeal,” Journal of Advertising, XX(3), pp. 23-33. Jones, . and D. Panitch (1971), “The Self-Fulfilling Prophecy and Interpersonal Attraction,” Journal of Experimental Social Psychology, 7, pp. 356-366. Kamins, ., . Marks, and D. Skinner (1991), “Television Commercial Evaluation in the Context of Program Induced Mood: Congruency versus Consistency Effects,” Journal of Advertising, XX(2), pp. 1-14. Keller, . (1987), “Memory in Advertising: The Effect of Advertising Memory Cues on Brand Evaluations,” Journal of Consumer Research, 14, December, pp. 316-333. R-5
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Kirmani, A. (1997), “Advertising Repetition as a Signal of Quality: If It’s Advertised So Much, Something Must Be Wrong,” Journal of Advertising, XXVI(3), pp. 77-86. Krugman, . (1965), “The Impact of Television Advertising: Learning without Involvement,” Public Opinion Quarterly, 29, Fall, pp. 349-356. [Cited from Laurent and Kapferer (1985).] Krugman, . (1967), “The Measurement of Advertising Involvement,” Public Opinion Quarterly, 30, Winter, pp. 583-596. [Cited from Laurent and Kapferer (1985).] Laskey, ., E. Day, and . Crask (1989), “Typology of Message Strategies for Television Commercials,” Journal of Advertising, 18(1), pp. 36-41. Laurent, G. and J. Kapferer (1985). “Measuring Consumer Involvement Profiles,” Journal of Marketing Research, 22, February, pp. 41-53. Lavidge, . and . Steiner (1961), “A Model for Predictive Measurement of Advertising Effectiveness,” Journal of Marketing, 25, October, pp. 59-62. Leclerc, F., . Schmitt, and L. Dubé (1995), “Waiting Time and Decision Making: Is Time Like Money?” Journal of Consumer Research, 22, June, pp. 110-119. Lee, H., . Herr, . Kardes, and C. Kim (1999), “Motivated Search: Effects of Choice Accountability, Issue Involvement, and Prior Knowledge on Information Acquisition and Use,” Journal of Business Research, 45, pp. 75-88. Leong, ., . Ang, and . Tham (1996), “Increasing Brand Name Recall in Print Advertising among Asian Consumers,” Journal of Advertising, XXV(2), pp. 65-81. Liang, . and . Huang (1998), “Am Empirical Study on Consumer Acceptance of Products in Electronic Markets: A Transaction Cost Model,” Decision Support Systems, 24, pp. 29-43. Liebermann, Y. and A. Flint-Goor (1996), “Message Strategy by Product-Class Type: A Matching Model,” International Journal of Research in Marketing, 13, pp. 237-249. Lohse, . and P. Spiller (1998), “Electronic Shopping,” Communications of the ACM, 41(7), pp. 81-87. Lutz, ., . MacKenzie, and . Belch (1983), “Attitude toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences,” Advances in Consumer Research, 10, pp. 532-539. R-6
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Lynch, ., Jr. and . Srull (1982), “Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods,” Journal of Consumer Research, 9, June, pp. 18-37. Lynch, ., Jr., H. Marmorstein, and . Weigold (1988), “Choices from Sets Including Remembered Brands: Use of Recalled Attributes and Prior Overall Evaluations,” Journal of Consumer Research, 15, September, pp. 169-184. MacInnis, . and . Jaworski (1989), “Information Processing from Advertisements: Toward an Integrative Framework,” Journal of Marketing, 53, October, pp. 1-23. MacInnis, ., C. Moorman, and . Jaworski (1991), “Enhancing and Measuring Consumers’ Motivation, Opportunity, and Ability to Process Brand Information From Ads,” Journal of Marketing, 55. October, pp. 32-53. MacKenzie, ., . Lutz, and . Belch (1986), “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, XXIII, May, pp. 130-143. Mandel, N. and . Johnson (1999), “Constructing Preferences Online: Can Web Pages Change What You Want?” < (Accessed January 9, 2000). McClung, ., . Park, and . Sauer (1985), “Viewer Processing of Commercial Messages: Context and Involvement,” Advances in Consumer Research, 12, pp. 351-355. McCullough, . and . Ostrom (1974), “Repetition of Highly Similar Messages and Attitude Change,” Journal of Applied Psychology, 59, June, pp. 395-397. Mela, ., S. Gupta, and . Lehmann (1997), “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing Research, 34, May, pp. 248-261. Meyers-Levy, J. (1989), “Priming Effects on Judgments: A Hemispheric Interpretation,” Journal of Consumer Research, 16, June, pp. 76-86. Miniard, ., D. Sirdeshmukh, and . Innis (1992), “Peripheral Persuasion and Brand Choice,” Journal of Consumer Research, 19, September, pp. 226-239. Miniard, ., S. Bhatla, and . Rose (1990), “On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis,” Journal of Marketing Research, 27, August, pp. 290-303. R-7
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Miniard, ., S. Bhatla, . Lord, . Dickson, and . Unnava (1991), “Picture-Based Persuasion Processes and the Moderating Role of Involvement,” Journal of Consumer Research, 18, June, pp. 92-107. Mitchell, . (1986), “The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement,” Journal of Consumer Research, 13, June, pp. 12-24. Murphy, ., . Cunningham, and . Wilcox (1979), “The Impact of Program Environment on Recall of Humorous Television Commercials,” Journal of Advertising, 8(2), pp. 17-21. Norris, . and . Colman (1992), “Context Effects on Recall and Recognition of Magazine Advertisements,” Journal of Advertising, XXI (3), pp. 37-46. Nunnally, J. (1978), Psychometric Theory, New York: McGraw-Hill. Park, . and . Young (1983), “Types and Levels of Involvement and Brand Attitude Formation,” Advances in Consumer Research, 10, pp. 320-324. Park, . and . Young (1986), “Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation,” Journal of Marketing Research, 23(1), pp. 11-24. Petty, . (1977), A Cognitive Response Analysis of the Temporal Persistence of Attitude Changes Induced by Persuasive Communications, Unpublished doctoral dissertation, Ohio State University, Columbus, OH. [Cited from Petty and Cacioppo (1986a).] Petty, . and . Cacioppo (1981), Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, IA: . Brown Co. Publishers. Petty, . and . Cacioppo (1984). “The Effects of Involvement on Response to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion,” Journal of Personality and Social Psychology, 46, January, pp. 69-81. Petty, . and . Cacioppo (1986a), Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York: Springer-Verlag. Petty, . and . Cacioppo (1986b), The Elaboration Likelihood Model of Persuasion, in L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 19, New York: Academic Press. Petty, ., . Cacioppo, and D. Schumann (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, 10, September, pp. 135-146. R-8
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Ratneshwar, S. and S. Chaiken (1991), “Comprehension’s Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of Source Cues,” Journal of Consumer Research, 18, June, pp. 52-62. Rethans, ., . Swasy, and . Marks (1986), “Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model,” Journal of Marketing Research, XXIII, February, pp. 56-61. Richmond, A. (1996), “Enticing Online Shoppers to Buy-A Human Behavior Study,” Computer Networks and ISDN Systems, 28, pp. 1469-1480. Rossiter, J. and L. Percy (1985), “Advertising Communication Models,” Advances in Consumer Research, 12, pp. 510-524. Rubin, . and . Perse (1987), “Audience Activity and Television News Gratifications,” Communication Research, 14(1), pp. 58-84. Schumann, ., . Petty, and . Clemons (1990), “Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses,” Journal of Consumer Research, 17, September, pp. 192-202. Scott, C., . Klein, and J. Bryant (1990), “Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observation,” Journal of Consumer Research, 16(4), pp. 498-501. Scrull, . and . Wyer (1980), “Category Accessibility and Social Perception: Some Implications for the Study of Person Memory and Interpersonal Judgments,” Journal of Personality and Social Psychology, 38, pp. 841-856. Seamon, ., N. Brody, and . Kauff (1983), “Affective Discrimination of Stimuli That are Not Recognized,” Journal of Experimental Psychology: Learning, Memory, and Cognition, 9(3), pp. 544-555. Sherman, ., K. Ahlm, and L. Berman (1978), “Contrast Effects and Their Relationship to Subsequent Behavior,” Journal of Experimental Social Psychology, 14, pp. 340-350. Shimp, T. (1981), “Attitude Toward the Ad as a Mediator of Consumer Brand Choice,” Journal of Advertising, 10, Summer, pp. 9-15. Shrum, ., . Wyer, Jr., and . O’Guinn (1998), “The Effects of Television Consumption on Social Perceptions: The Use of Priming Procedures to Investigate Psychological Processes,” Journal of Consumer Research, 24, March, pp. 447-458. R-9
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Simon, . (1957), Models of Man, New York: John Wiley & Sons. Singh, . and . Cole (1993), “The Effects of Length, Content, and Repetition on Television Commercial Effectiveness,” Journal of Marketing Research, 30, February, pp. 91-104. Singh, . and . Rothschild (1983), “Recognition as a Measure of Learning from Television Commercials,” Journal of Marketing Research, XX, August, pp. 235-248. Singh, . and . Dalal (1999), “Web Home Pages as Advertisements,” Communications of the ACM, 42(8), pp. 91-98. Smith, . (1993), “Integrating Information from Advertising and Trial: Processes and Effects on Consumer Response to Product Information,” Journal of Marketing Research, 30(2), pp. 204-219. Snyder, M. and . Swann (1978), “Behavioral Confirmation in Social Interaction: From Social Perception to Social Reality,” Journal of Experimental Psychology, 14, pp. 148-162. Stafford, . and E. Day (1995), “Retail Services Advertising: The Effects of Appeal, Medium, and Service,” Journal of Advertising Research, XXIV(1), pp. 57-71. Stapel, J. (1998), “Recall and Recognition: A Very Close Relationship,” Journal of Advertising Research, July/August, pp. 41-45. Strong, ., Jr. (1925), “Theories of Selling,” Journal of Applied Psychology, 9, February, pp. 75-86. Turley, . and . Kelley (1997), “A Comparison of Advertising Content: Business to Business versus Consumer Services,” Journal of Advertising, XXVI(4), pp. 39-48. Vakratsas, D. and T. Ambler (1999), “How Advertising Works: What Do We Really Know?” Journal of Marketing, 63, January, pp. 26-43. Vaughn, R. (1980), “How Advertising Works: A Planning Model,” Journal of Advertising Research, 20(5), pp. 27-33. Vaughn, R. (1986), “How Advertising Works: A Planning Model Revisited,” Journal of Advertising Research, 26(1), pp. 57-63. Wyer, . and . Scrull (1980a), “Category Accessibility: Some Theoretical and Empirical Issues Concerning the Processing of Social Stimulus Information,” in R-10
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 . Higgins, . Hermann, and . Zanna (Eds.), Social Cognition: The Ontario Symposium, Hillsdale, NJ: Erlbaum. Wyer, . and . Scrull (1980b), “The Processing of Social Stimulus Information: A Conceptual Integration,” in R. Hastie, T. Ostrom, E. Ebbeson, R. Wyer, D. Hamilton, and D. Carlston (Eds.), Cognitive Bases of Impression Formation and Person Memory, Hillsdale, NJ: Erlbaum. Yalch, . and R. Elmore-Yalch (1984), “The Effect of Numbers on the Route to Persuasion,” Journal of Consumer Research, 11, June, pp. 522-527. Yi, Y. (1990a), “Cognitive and Affective Priming Effects of the Context for Print Advertisements,” Journal of Advertising, 19(2), pp. 40-48. Yi, Y. (1990b), “The Effects of Contextual Priming in Print Advertisements,” Journal of Consumer Research, 17, September, pp. 215-222. Yi, Y. (1993), “Contextual Priming Effects in Print Advertisements: The Moderating Role of Prior Knowledge,” Journal of Advertising, XXII (1), pp. 1-10. Zaichkowsky, . (1985). “Measuring the Involvement Construct,” Journal of Consumer Research, 12, December, pp. 341-352. Zaichkowsky, . (1994), “The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising,” Journal of Advertising, XXIII(4), pp. 59-70. Zanot E. (1984), “Public Attitudes toward Advertising: The American Experience,” International Journal of Advertising, 3(1), pp. 3-15. Zeitlin, . and . Westwood (1986), “Measuring Emotional Response,” Journal of Advertising Research, 26(5), pp. -11
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뿽1ꅇ맪뷨꧊ꕈ룋릢꧊엜꓆뻞Ꝁ꓆ꓨꚡ Ꙣ덝군ꖻ곣ꡳ뻮둔뱳ꝩꪺ냊멁GIF껉ꅁꞡꕈ7귓궶께(frame)결돦ꛬꅁꣃ껚뻚맪뷨꧊룋릢꧊엜꓆ꪺꥷ롱ꅁ뙩ꛦ맏색덝군ꅃ닄ꑀ귓궶께결ꭾ땐ꙗ뫙ꅁ꣤빬6귓궶께ꭨ결맏색덝군뎡ꗷꅃ둎맪뷨꧊엜꓆ꪺ맏색ꛓꢥꅁ쇶ꙝ뛈ꚳꑔ귓볐뭹ꕂ굉뒺꒣엜ꅁ꣏녯맪믚ꑗꕵꚳ3귓궶께엜꓆ꅁꗑ꧳덝군ꕘꪺGIF맏색ꭙ꒣쉟ꙡ궫뷆벽꧱ꅁ걇뭐6귓궶께껉ꪺ껄ꩇ곛Ꙑꅁꢣꕈꑕ맏꣒ꅃ ꅩ맪뷨꧊엜꓆ꇏ룪끔꧊뙄ꡄꅪ -1
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ맪뷨꧊엜꓆ꇏ놡띐꧊뙄ꡄꅪ -2
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ룋릢꧊엜꓆ꇏ룪끔꧊뙄ꡄꅪ -3
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ룋릢꧊엜꓆ꇏ놡띐꧊뙄ꡄꅪ -4
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뿽2ꅇ뭻ꪾ꧊ꕈ놡띐꧊뻉ꓞꪺꖭ궱뱳ꝩ ꅩ뭻ꪾ꧊ꅪ -5
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ놡띐꧊ꅪ -6
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뿽3ꅇꭥ듺꣏ꗎ꒧귓ꑈ꽁ꑊ뙱ꫭ Ꙑ뻇녺ꙮꅇ 덯걏ꑀꗷꚳ쏶꧳늣ꭾꪺ뷕걤냝ꣷꅁꕄ굮ꗘꪺꙢꑆ룑귓ꑈ맯꧳ꕈꑕꙕ뚵늣ꭾꪺꑆ룑땻ꯗꕈ뾳뷬ꅃꙢꑕ궱ꪺ냝뚵꒤ꅁꡃꑀ귓늣ꭾ뎣ꚳ곛쏶ꪺꑑ귓냝썄ꅁ꓀ꝏꗑꑀ닕맯ꗟꪺ깥뗼닕ꚨꅃ뷐껚뻚녺맯꧳룓늣ꭾꪺꑀ꿫Ꙍ뙈ꅁꙢ빁럭ꪺꓘꯗꑗꖴ꓄ꅃ꣒꙰ꅁ꙰ꩇ녺뭻결ꅩꫡꟴꅪ맯녺꣓뮡걏ꭄ녠궫굮ꪺꅁ뷐Ꙣ돌빡꫱ꪺꓨ껦ꑗꖴ꓄ꅝ궫굮ꪺ oooo ꒣궫굮ꪺꅞꅃ 띐쇂녺맯꧳ꖻ곣ꡳꪺꣳꝕꅁ꾬녺ꢭ엩낷녤ꅁ롕꙰띎ꅉ ꒤ꖡꑪ뻇룪뫞꧒ ꆳꆳꆳ ?꧊ꝏꅇꆼꡫ ꆼꑫ ??맯ꛓꢥꅁꅩꫡꟴꅪ걏ꅇ 궫굮ꪺ ꆼꆼꆼꆼꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼꆼꆼꆼꆼ ꓞ끟뾳뷬ꪺ ꚳ쏶ꪺ ꆼꆼꆼꆼꆼ ꒣곛ꑺꪺ ꕏꑈ뾳뻄ꪺ ꆼꆼꆼꆼꆼ ꖭ뉈때ꣽꪺ ꒣ꕎꫭ꒰믲ꪺ ꆼꆼꆼꆼꆼ 띎롱궫ꑪꪺ Ꝭꓞꑈꪺ ꆼꆼꆼꆼꆼ ꒣Ꝭꓞꑈꪺ ꕏꑈ뗛끧ꪺ ꆼꆼꆼꆼꆼ 뒶덱ꪺ ꡓꚳ믹귈ꪺ ꆼꆼꆼꆼꆼ ꚳ믹귈ꪺ ꛛꢭ곛쏶ꪺ ꆼꆼꆼꆼꆼ ꭄꛛꢭ곛쏶ꪺ ꡓꚳꖲ굮ꪺ ꆼꆼꆼꆼꆼ ꚳꖲ굮ꪺ ??맯ꛓꢥꅁꅩ껈륃ꛊ곬ꅪ걏ꅇ 궫굮ꪺ ꆼꆼꆼꆼꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼꆼꆼꆼꆼ ꓞ끟뾳뷬ꪺ ꚳ쏶ꪺ ꆼꆼꆼꆼꆼ ꒣곛ꑺꪺ ꕏꑈ뾳뻄ꪺ ꆼꆼꆼꆼꆼ ꖭ뉈때ꣽꪺ ꒣ꕎꫭ꒰믲ꪺ ꆼꆼꆼꆼꆼ 띎롱궫ꑪꪺ Ꝭꓞꑈꪺ ꆼꆼꆼꆼꆼ ꒣Ꝭꓞꑈꪺ ꕏꑈ뗛끧ꪺ ꆼꆼꆼꆼꆼ 뒶덱ꪺ ꡓꚳ믹귈ꪺ ꆼꆼꆼꆼꆼ ꚳ믹귈ꪺ ꛛꢭ곛쏶ꪺ ꆼꆼꆼꆼꆼ ꭄꛛꢭ곛쏶ꪺ ꡓꚳꖲ굮ꪺ ꆼꆼꆼꆼꆼ ꚳꖲ굮ꪺ ꇣ뷐슽ꑕ궶쑾쓲Ꝁ떪ꇣ -7
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ??맯ꛓꢥꅁꅩ륱뢣돢ꕺꅪ걏ꅇ 궫굮ꪺ ꆼꆼꆼꆼꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼꆼꆼꆼꆼ ꓞ끟뾳뷬ꪺ ꚳ쏶ꪺ ꆼꆼꆼꆼꆼ ꒣곛ꑺꪺ ꕏꑈ뾳뻄ꪺ ꆼꆼꆼꆼꆼ ꖭ뉈때ꣽꪺ ꒣ꕎꫭ꒰믲ꪺ ꆼꆼꆼꆼꆼ 띎롱궫ꑪꪺ Ꝭꓞꑈꪺ ꆼꆼꆼꆼꆼ ꒣Ꝭꓞꑈꪺ ꕏꑈ뗛끧ꪺ ꆼꆼꆼꆼꆼ 뒶덱ꪺ ꡓꚳ믹귈ꪺ ꆼꆼꆼꆼꆼ ꚳ믹귈ꪺ ꛛꢭ곛쏶ꪺ ꆼꆼꆼꆼꆼ ꭄꛛꢭ곛쏶ꪺ ꡓꚳꖲ굮ꪺ ꆼꆼꆼꆼꆼ ꚳꖲ굮ꪺ ??맯ꛓꢥꅁꅩ늴쏨ꅪ걏ꅇ 궫굮ꪺ ꆼꆼꆼꆼꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼꆼꆼꆼꆼ ꓞ끟뾳뷬ꪺ ꚳ쏶ꪺ ꆼꆼꆼꆼꆼ ꒣곛ꑺꪺ ꕏꑈ뾳뻄ꪺ ꆼꆼꆼꆼꆼ ꖭ뉈때ꣽꪺ ꒣ꕎꫭ꒰믲ꪺ ꆼꆼꆼꆼꆼ 띎롱궫ꑪꪺ Ꝭꓞꑈꪺ ꆼꆼꆼꆼꆼ ꒣Ꝭꓞꑈꪺ ꕏꑈ뗛끧ꪺ ꆼꆼꆼꆼꆼ 뒶덱ꪺ ꡓꚳ믹귈ꪺ ꆼꆼꆼꆼꆼ ꚳ믹귈ꪺ ꛛꢭ곛쏶ꪺ ꆼꆼꆼꆼꆼ ꭄꛛꢭ곛쏶ꪺ ꡓꚳꖲ굮ꪺ ꆼꆼꆼꆼꆼ ꚳꖲ굮ꪺ ??맯ꛓꢥꅁꅩ귬ꑬ떧ꅪ걏ꅇ 궫굮ꪺ ꆼꆼꆼꆼꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼꆼꆼꆼꆼ ꓞ끟뾳뷬ꪺ ꚳ쏶ꪺ ꆼꆼꆼꆼꆼ ꒣곛ꑺꪺ ꕏꑈ뾳뻄ꪺ ꆼꆼꆼꆼꆼ ꖭ뉈때ꣽꪺ ꒣ꕎꫭ꒰믲ꪺ ꆼꆼꆼꆼꆼ 띎롱궫ꑪꪺ Ꝭꓞꑈꪺ ꆼꆼꆼꆼꆼ ꒣Ꝭꓞꑈꪺ ꕏꑈ뗛끧ꪺ ꆼꆼꆼꆼꆼ 뒶덱ꪺ ꡓꚳ믹귈ꪺ ꆼꆼꆼꆼꆼ ꚳ믹귈ꪺ ꛛꢭ곛쏶ꪺ ꆼꆼꆼꆼꆼ ꭄꛛꢭ곛쏶ꪺ ꡓꚳꖲ굮ꪺ ꆼꆼꆼꆼꆼ ꚳꖲ굮ꪺ ꇣ뷐슽ꑕ궶쑾쓲Ꝁ떪ꇣ -8
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ??맯ꛓꢥꅁꅩ륱뢣륃삸ꅪ걏ꅇ 궫굮ꪺ ꆼꆼꆼꆼꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼꆼꆼꆼꆼ ꓞ끟뾳뷬ꪺ ꚳ쏶ꪺ ꆼꆼꆼꆼꆼ ꒣곛ꑺꪺ ꕏꑈ뾳뻄ꪺ ꆼꆼꆼꆼꆼ ꖭ뉈때ꣽꪺ ꒣ꕎꫭ꒰믲ꪺ ꆼꆼꆼꆼꆼ 띎롱궫ꑪꪺ Ꝭꓞꑈꪺ ꆼꆼꆼꆼꆼ ꒣Ꝭꓞꑈꪺ ꕏꑈ뗛끧ꪺ ꆼꆼꆼꆼꆼ 뒶덱ꪺ ꡓꚳ믹귈ꪺ ꆼꆼꆼꆼꆼ ꚳ믹귈ꪺ ꛛꢭ곛쏶ꪺ ꆼꆼꆼꆼꆼ ꭄꛛꢭ곛쏶ꪺ ꡓꚳꖲ굮ꪺ ꆼꆼꆼꆼꆼ ꚳꖲ굮ꪺ ??맯ꛓꢥꅁꅩ륱뗸륃볖뺹ꅪ걏ꅇ 궫굮ꪺ ꆼꆼꆼꆼꆼ ꒣궫굮ꪺ 때닡ꪺ ꆼꆼꆼꆼꆼ ꓞ끟뾳뷬ꪺ ꚳ쏶ꪺ ꆼꆼꆼꆼꆼ ꒣곛ꑺꪺ ꕏꑈ뾳뻄ꪺ ꆼꆼꆼꆼꆼ ꖭ뉈때ꣽꪺ ꒣ꕎꫭ꒰믲ꪺ ꆼꆼꆼꆼꆼ 띎롱궫ꑪꪺ Ꝭꓞꑈꪺ ꆼꆼꆼꆼꆼ ꒣Ꝭꓞꑈꪺ ꕏꑈ뗛끧ꪺ ꆼꆼꆼꆼꆼ 뒶덱ꪺ ꡓꚳ믹귈ꪺ ꆼꆼꆼꆼꆼ ꚳ믹귈ꪺ ꛛꢭ곛쏶ꪺ ꆼꆼꆼꆼꆼ ꭄꛛꢭ곛쏶ꪺ ꡓꚳꖲ굮ꪺ ꆼꆼꆼꆼꆼ ꚳꖲ굮ꪺ -9
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뿽4ꅇ과냪ꙷ껵ꑈ맘ꕸ왗꓀꒽ꕱ꒸껰ꚭꙷ낷녤ꗍ겡뫴( -10
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뿽5ꅇ끔꺧뙄ꡄꕈ뻉ꓞ껄ꩇꭥ듺뮡ꧺꓥꗳ 녺ꙮꅃ궺ꗽꅁꭄ녠띐쇂녺냑뭐덯귓곣ꡳꅃꙢ륌땻꒤ꅁ녺ꕵ믝럓땥궱ꗜ뻞Ꝁ둎ꕩꕈꑆꅃꙢ뛱떪냝ꣷ껉ꅁꡓꚳ맯뿹ꪺ떪껗ꅁ뷐럓녺ꪺ꽵맪띐꣼뛱뱧ꝙꕩꅃꑕ궱걏ꑀ녺Ꙣ뛱뱧냝ꣷ껉ꕩ꿠ꗎ꣬ꪺ룪끔ꅝ뷐뿃맵ꗜꅞꅁ뒣꣑떹녺쁈껉냑빜ꅃ굙Ꙣ륌땻꒤ꚳꗴ꛳냝썄ꅁ뷐Ꙗ곣ꡳꑈ귻삳룟냝ꅁ쇂쇂ꅉ ꅩ뮡ꧺꑀꅪ 낣ꑆ맏썃ꛢ꒧ꕾꅁ뱳ꝩꗧ덺륌ꑀꓥ꙲볐뭹ꪺ뒣꣑ꅁꕈꝬꓞ껸뙏맯꧳뱳ꝩ냓ꭾꪺꩠ띎ꅁ덯볐뭹ꝙ결뱳ꝩ뙄ꡄꅃ뱳ꝩ꧒뇄ꗎꪺ뙄ꡄꕩꕈ꓀결꣢쏾ꅝ뱳ꝩꕩ꿠귝꣣꣢뫘뙄ꡄꅁ라ꚳ땻ꯗꑗꪺ깴늧ꅞꅇ 뱳ꝩ룪끔꒤뒣꣑뭐뱳ꝩ냓ꭾ곛쏶ꪺꅵꯈ왛ꅶ닓론ꅂ맪ꅂ룪끔꧊뙄ꡄ볆뻚ꅁ꣏껸뙏녯ꕈ뻚ꚹꯤꛒꓱ룻꒣Ꙑ냓ꭾ쁵Ꙉꅃꕩ꿠ꪺ 낵ꩫ꙰꙰뒣꣑냓ꭾ쓝꧊뭐쁵쉉ꅂ믹껦ꅂꭏ쏒듁ꅂꕈ뭐꣤ꕌ냓ꭾꪺꓱ룻떥ꅃ 뱳ꝩ끔꺧꒤ꕝꝴ룻Ꙩꅵꕄ왛ꅶꪺ쓝꧊ꅁꕈ듁Ꝭꓞ껸뙏Ꙣꓟ놡띐꧊뙄ꡄ뉺ꑗ늣ꗍꖿ궱ꪺ띐쒱ꅁ꙰깡깸꧐ꢮꪺ뱳ꝩ녪뷕깡깸ꚨ귻럅쓉 ꪺ띐쒱ꅁ덺륌꙲ꅂ썃ꛢꅂꪩ궱ꅂꕎꢥꑈ떥떦늤뱶암껸뙏ꓟ뉺뱨궱ꪺ띐쒱ꅃ ꅩ뮡ꧺꑇꅪ ꅵ뻉ꓞꅶ걏뱳ꝩꕄꙢ덝군뱳ꝩ껉뇄ꗎꪺ떦늤꒧ꑀꅃ뻉ꓞ떦늤ꪺꗘꪺꅁ걏Ꙣ껸뙏ꖼ꽓띎ꩠ띎ꪺ놡ꩰꑕꅁ꣏뱳ꝩ꒺깥맯껸뙏늣ꗍ걙뫘땻ꯗꪺ뱶암ꅃ껚뻚뻉ꓞ떦늤낵ꩫꪺ꒣Ꙑꅁꕩꕈ꓀결꣢뫘ꅝ꙰뙄ꡄꑀ볋ꅁꗧꕩ꿠ꚳ땻ꯗꑗꪺ깴늧ꅞꅇ 뭻ꪾ꧊뻉ꓞꙢ뱳ꝩ놡맒꒤끷맯냓ꭾꪺ맪뷨쓝꧊ꅝ꙰냓ꭾ꧊뭻ꪾ꧊뻉ꓞ 꿠믹껦떥맪믚룪끔ꅞ떹꒩껸뙏꣫뽅ꅁꕈꓞ뻉껸뙏맯꧳냓ꭾ룪끔뙩ꛦꯤꛒ뭐뗻꛴ꅃ 놡띐꧊뻉ꓞꭨ덺륌뱳ꝩ놡맒ꪺ덝군ꓞ땯껸뙏ꖿ궱굴놡띐꧊뻉ꓞ궱ꪺ놡뫼삳ꅃ뱳ꝩ놡맒ꪺ덝군ꕩ꿠덺륌썃ꛢꅂ놡띐꧊볐뭹 떥ꓨꚡ륆ꚨꅁꕄ굮걏덺륌뱶암껸뙏ꪺ띐쒱놡뫼ꕈ땯ꗍ껄ꩇꅃ -11
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뿽6ꅇ녠멁꧊샋ꥷQ-Q맏 ꅩ냓ꭾ꽁ꑊ땻ꯗ(INV)ꅪ Normal Q-Q Plot of INVNormal Q-Q Plot of INVFor TEAM= 1For TEAM= ValueObserved Value Normal Q-Q Plot of INVNormal Q-Q Plot of INVFor TEAM= 3For TEAM= ValueObserved Value Normal Q-Q Plot of INVNormal Q-Q Plot of INVFor TEAM= 5For TEAM= ValueObserved Value -12 Expected NormalExpected NormalExpected NormalExpected NormalExpected NormalExpected Normal
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Normal Q-Q Plot of INVNormal Q-Q Plot of INVFor TEAM= 7For TEAM= ValueObserved Value Normal Q-Q Plot of INVNormal Q-Q Plot of INVFor TEAM= 9For TEAM= ValueObserved Value Normal Q-Q Plot of INVNormal Q-Q Plot of INVFor TEAM= 11For TEAM= ValueObserved Value -13 Expected NormalExpected NormalExpected NormalExpected NormalExpected NormalExpected Normal
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ뱳ꝩ멁ꯗ(AAD)ꅪ Normal Q-Q Plot of AADNormal Q-Q Plot of AADFor TEAM= 1For TEAM= ValueObserved Value Normal Q-Q Plot of AADNormal Q-Q Plot of AADFor TEAM= 3For TEAM= ValueObserved Value Normal Q-Q Plot of AADNormal Q-Q Plot of AADFor TEAM= 5For TEAM= ValueObserved Value -14 Expected NormalExpected NormalExpected NormalExpected NormalExpected NormalExpected Normal
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Normal Q-Q Plot of AADNormal Q-Q Plot of AADFor TEAM= 7For TEAM= ValueObserved Value Normal Q-Q Plot of AADNormal Q-Q Plot of AADFor TEAM= 9For TEAM= ValueObserved Value Normal Q-Q Plot of AADNormal Q-Q Plot of AADFor TEAM= 11For TEAM= ValueObserved Value -15 Expected NormalExpected NormalExpected NormalExpected NormalExpected NormalExpected Normal
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ쇊뙒띎쑀(PUR)ꅪ Normal Q-Q Plot of PURCHASENormal Q-Q Plot of PURCHASEFor TEAM= 1For TEAM= ValueObserved Value Normal Q-Q Plot of PURCHASENormal Q-Q Plot of PURCHASEFor TEAM= 3For TEAM= ValueObserved Value Normal Q-Q Plot of PURCHASENormal Q-Q Plot of PURCHASEFor TEAM= 5For TEAM= ValueObserved Value -16 Expected NormalExpected NormalExpected NormalExpected NormalExpected NormalExpected Normal
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 Normal Q-Q Plot of PURCHASENormal Q-Q Plot of PURCHASEFor TEAM= 7For TEAM= ValueObserved Value Normal Q-Q Plot of PURCHASENormal Q-Q Plot of PURCHASEFor TEAM= 9For TEAM= ValueObserved Value Normal Q-Q Plot of PURCHASENormal Q-Q Plot of PURCHASEFor TEAM= 11For TEAM= ValueObserved Value -17 Expected NormalExpected NormalExpected NormalExpected NormalExpected NormalExpected Normal
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 뿽7ꅇ롧엧꧊뭐ꗘ볐뻉Ꙗ볋ꖻ엜늧볆꓀꩒떲ꩇ7 ꅩ롧엧꧊ꇾ꽁ꑊꪺꕄ껄ꩇ뱶암ꅪ Sum of Squares df Mean Square F p ꛛꗑꙞ뻐 닕뚡엜늧 1 닕꒺엜늧 120 셠ꥍ 121 뒣ꗜꭾ땐Ꙟ뻐 닕뚡엜늧 1 닕꒺엜늧 120 셠ꥍ 121 뻣엩Ꙟ뻐 닕뚡엜늧 1 닕꒺엜늧 120 셠ꥍ 121 ꙁ뭻 닕뚡엜늧 1 닕꒺엜늧 120 셠ꥍ 121 셠엩끏뻐 닕뚡엜늧 1 닕꒺엜늧 120 셠ꥍ 121 ꅩ롧엧꧊ꇾ뱳ꝩ엜꓆떦늤ꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 * ꛛꗑꙞ뻐 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 뻣엩Ꙟ뻐 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 ꙁ뭻 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 ** 셠엩끏뻐 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 ** 7 ꫭ꒤엣뗛꧊닅뢹뮡ꧺꅇ*: p<; **: p<; ***: p<ꅃ -18
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ롧엧꧊ꇾ끔꺧뙄ꡄꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ꛛꗑꙞ뻐 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ** 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 *** 뻣엩Ꙟ뻐 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ** ꙁ뭻 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ** 셠엩끏뻐 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ** ꅩ롧엧꧊ꇾ뻉ꓞ떦늤ꅝ때ꇾꚳꅞꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 ꛛꗑꙞ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 * 꽁ꑊ×뻉ꓞ껄ꩇ 1 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뻉ꓞ껄ꩇ 1 ** 꽁ꑊ×뻉ꓞ껄ꩇ 1 뻣엩Ꙟ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 ** 꽁ꑊ×뻉ꓞ껄ꩇ 1 ꙁ뭻 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 *** 꽁ꑊ×뻉ꓞ껄ꩇ 1 셠엩끏뻐 꽁ꑊ 뻉ꓞ껄ꩇ 1 1 *** 꽁ꑊ×뻉ꓞ껄ꩇ 1 -19
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩ롧엧꧊ꇾ뻉ꓞ떦늤ꅝ때ꇾ뭻ꇾ놡ꅞꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 뻉ꓞ껄ꩇ 2 꽁ꑊ×뻉ꓞ껄ꩇ 2 ꛛꗑꙞ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 2 꽁ꑊ×뻉ꓞ껄ꩇ 2 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뻉ꓞ껄ꩇ 2 * 꽁ꑊ×뻉ꓞ껄ꩇ 2 뻣엩Ꙟ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 2 * 꽁ꑊ×뻉ꓞ껄ꩇ 2 ꙁ뭻 꽁ꑊ 1 뻉ꓞ껄ꩇ 2 ** 꽁ꑊ×뻉ꓞ껄ꩇ 2 셠엩끏뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 2 ** 꽁ꑊ×뻉ꓞ껄ꩇ 2 ꅩ롧엧꧊ꇾ뻉ꓞ떦늤ꅝ뭻ꇾ놡ꅞꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 ꛛꗑꙞ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 뻣엩Ꙟ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 ꙁ뭻 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 셠엩끏뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 -20
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩꗘ볐뻉Ꙗꇾ꽁ꑊꪺꕄ껄ꩇ뱶암ꅪ Sum of Squares df Mean Square F p ꛛꗑꙞ뻐 닕뚡엜늧 1 닕꒺엜늧 119 셠ꥍ 120 뒣ꗜꭾ땐Ꙟ뻐 닕뚡엜늧 1 닕꒺엜늧 119 셠ꥍ 120 뻣엩Ꙟ뻐 닕뚡엜늧 1 닕꒺엜늧 119 셠ꥍ 120 ꙁ뭻 닕뚡엜늧 1 닕꒺엜늧 119 셠ꥍ 120 셠엩끏뻐 닕뚡엜늧 1 닕꒺엜늧 119 셠ꥍ 120 ꅩꗘ볐뻉Ꙗꇾ뱳ꝩ엜꓆떦늤ꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 *** 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 ꛛꗑꙞ뻐 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 뻣엩Ꙟ뻐 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 ꙁ뭻 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 셠엩끏뻐 꽁ꑊ 1 뱳ꝩ엜꓆ 1 꽁ꑊ×뱳ꝩ엜꓆ 1 -21
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩꗘ볐뻉Ꙗꇾ끔꺧뙄ꡄꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 *** 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ꛛꗑꙞ뻐 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ** 뻣엩Ꙟ뻐 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ꙁ뭻 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 셠엩끏뻐 꽁ꑊ 1 끔꺧뙄ꡄ 1 꽁ꑊ×끔꺧뙄ꡄ 1 ꅩꗘ볐뻉Ꙗꇾ뻉ꓞ떦늤ꅝ때ꇾꚳꅞꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 *** 뻉ꓞ껄ꩇ 1 *** 꽁ꑊ×뻉ꓞ껄ꩇ 1 ꛛꗑꙞ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 ** 꽁ꑊ×뻉ꓞ껄ꩇ 1 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뻉ꓞ껄ꩇ 1 ** 꽁ꑊ×뻉ꓞ껄ꩇ 1 뻣엩Ꙟ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 ** 꽁ꑊ×뻉ꓞ껄ꩇ 1 ꙁ뭻 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 *** 꽁ꑊ×뻉ꓞ껄ꩇ 1 셠엩끏뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 *** 꽁ꑊ×뻉ꓞ껄ꩇ 1 -22
뙗둃엩륱뢣둃꒶샴맒꒤껸뙏꽁ꑊ뭐뱳ꝩ껄ꩇ곣ꡳꅘ뱳ꝩ놡맒뭐뻉ꓞ떦늤ꪺ뷕론뱶암 ꅩꗘ볐뻉Ꙗꇾ뻉ꓞ떦늤ꅝ때ꇾ뭻ꇾ놡ꅞꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 *** 뻉ꓞ껄ꩇ 2 *** 꽁ꑊ×뻉ꓞ껄ꩇ 2 ꛛꗑꙞ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 2 * 꽁ꑊ×뻉ꓞ껄ꩇ 2 * 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뻉ꓞ껄ꩇ 2 ** 꽁ꑊ×뻉ꓞ껄ꩇ 2 뻣엩Ꙟ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 2 ** 꽁ꑊ×뻉ꓞ껄ꩇ 2 ꙁ뭻 꽁ꑊ 1 뻉ꓞ껄ꩇ 2 *** 꽁ꑊ×뻉ꓞ껄ꩇ 2 셠엩끏뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 2 *** 꽁ꑊ×뻉ꓞ껄ꩇ 2 ꅩꗘ볐뻉Ꙗꇾ뻉ꓞ떦늤ꅝ뭻ꇾ놡ꅞꪺ뷕론껄ꩇꅪ Sum of Squares df Mean Square F p 뱳ꝩ멁ꯗ 꽁ꑊ 1 ** 뻉ꓞ껄ꩇ 1 ** 꽁ꑊ×뻉ꓞ껄ꩇ 1 ꛛꗑꙞ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 * 뒣ꗜꭾ땐 꽁ꑊ 1 Ꙟ뻐 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 뻣엩Ꙟ뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 * ꙁ뭻 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 셠엩끏뻐 꽁ꑊ 1 뻉ꓞ껄ꩇ 1 꽁ꑊ×뻉ꓞ껄ꩇ 1 -23
