Journal of Rural Tourism Research Vol.3 No.1 p.p. 33-52
ሏড়ٖၵ᧯᧭ፖளሏრွհઔߒ A Study on Tourist’s Leisure Experience and Tourism Image ຫભख़
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५ᅗᄭ
Mei-Fen Chen ᄔ
ϠϠ
Jui-Yuan Chiu ा
ҁࣴزЬाၯ࠼ԿѠܿᑜճ݅ၰໂޗՉਓၯϐҶ໕ᡏᡍᆶਓၯཀຝǴࣴޑز ҞޑӵΠ:1.ᕕှճ݅ၰޗҶ໕ᡏᡍࢲϐᜪࠠǹ2.ၯ࠼ङඳӢનǴჹਓၯཀຝǵҶ໕ ᡏᡍϐৡ౦ǹ3.ၯ࠼ϐਓၯཀຝᆶҶ໕ᡏᡍϐ࣬ᜢ܄Ƕ ҁࣴزаୢڔፓݤՉၗᇆǴ่ࣴ݀زᡉҢঁΓङඳᡂόӕǴၯ࠼ჹਓၯཀຝԖ ᡉৡ౦ǴঁΓङඳᡂόӕǴၯ࠼ޑҶ໕ᡏᡍԖᡉৡ౦ǴਓၯཀຝᆶҶ໕ᡏᡍԖᡉ҅࣬ ᜢǴҁࣴزϐࣴزଷ߃ᕇளჴǶ٩Ᏽ่ࣴ݀زගрҁࣴࡌزǴӧՉᎍБय़ё٩ᡏᡍࠠ ᄊࡽکԖޑᡏᡍࢲǴၮҔϖεౣኳಔǴࡌᄬֹޑᡏᡍᏤӛౣǴӧᡏᡍࢲೕჄБय़Ǵ ёၮҔᡏᡍࢲीϐϖᡯǴаගٮᅈىၯ࠼ሡޑᡏᡍࢲǴӧޗᡏᕉნБय़Ǵᔈׯ ๓Ҭ೯ࡼǵග׳ٮӭኬϐՐஎᒧǴ٠ࡌޗԋҥޗᏤំှᇥ୍ܺი໗ǴЬගٮၯ࠼ ਓၯᡏᡍࢲၗૻǶ ᜢᗖӷǺҶ໕ᡏᡍǵໂޗǵਓၯཀຝ
Abstract The main purpose of this case study is to qualify the tourist’s leisure experience `and. tourism image The objects of study are the visitors to Li-Jai Lin Dao rural community, Taitung Country. There are three main purposes: 1.Understanding the type of leisure experience of Li-Jai Lin Dao. 2.To qualify the differences of the tourist’s images and leisure experiences according to differences of personal characteristics. 3.To study the relationship between the tourist’s images and their experiences. This case study is carried out using questionnaires to understand the types of resource features and experience activities of Li-Jai Lin Dao and to study the leisure experience of the tourists. The result found that differences of personal characteristics result in differences in tourism image. It is quite obvious the differences in personal characteristics cause the differences of leisure experience. According to the results of this case study, we would like to offer some suggestions. First, improving marketing by using the “Strategic Experiential Modules” to set up a model from this model we can develop the experience orientation of the tourist. We can also use the “five steps” to plan activities to better satisfy tourist demand. The environment of the whole community could be improved regarding traffic control devices and also variety of accommodations for the tourist. We suggest the organization of a service foam to provide guiding and interpretation services. Also, more information regarding available activities should be offered to the tourist. Keywords: Leisure Experience, Rural Community, Tourism Image
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ѠܿεᏢঅᄤቶୋ௲ Associate Professor, Division of Education and Continuing Education, National Taitung University. ϠϠ ѠܿεᏢҶ໕٣ᆅࣴ܌زᅺγ Master, Department of Leisure Management, National Taitung University.
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ഏփٖၵขᄐᓉଅᑪΔڍၢޘषࠉࠡچᛩቼࢬࠠໂऱᐖខ़ၴࡉኑᙩొᖦऱ ࣷ࿇ൺٖࠡၵขᄐऱᑨԺΖJenny and Eugenia(2004)ΕEdgell and Harbaugh(1993)ᎁ៶ طऱ֮֏ᕖԺΕᖵΕᇷᄭΕسኪᗑࢤΕকᙠ᧯᧭ࡉچࢤ֧ܮױሏড়Δਚ ڕ۶ຘመ墬֨ૠհψ᧯᧭ω Δലၢٖޘၵขᄐ᠏ীؑࠠޓᤁञԺऱψ᧯᧭ขᄐω(Pine & Gilmore, 1999)Δᨃড়౨٥ٵፖᏝଖ໌ທΔൕյ೯խᛧ༭ݶऱڃᖋΔٖၵขࡉ ࣚ೭ᏺףॵڍޓףᏝଖፖᤁञԺΔၞۖ໌ທড়࢘ᇨ৫Δٖ֒༼֗אၵขᄐᤁञᚌႨΔإ ਢؾছڍ࿇୶ٖၵขᄐऱၢޘषႊ൶ಘհૹᓰᠲΖ אᨠ٠مᗼऱچࣟΔؾছբڶቝਢवءΕᣂ՞ΕۃՂᑇଡၢ࿇୶ֱچڶࠠנ ۥऱٖၵขᄐհ؆ΔսڶڍषՈڕ־ڕإऱሎߪ۞شۥၲ໌ᄅऱٖၵขᄐΔء ઔߒࣟאᗼ࠲তၢܓቯࣥሐषઔߒᒤΔࠡؾছࢬ࿇୶ऱٖၵขᄐࡸ᥆နॕၸΔ ᇠष᠆ڶࠠߪء༄ऱسኪᇷᄭᔞٽ࿇୶᧭᧯אᖄٻऱٖၵขᄐΔܑਢڇψࣟᗼܓ ቯࣥሐ࿇୶࠰ᄎω֗ᑷ֨ԳՓܘԺං೯ՀΔषขᄐዬݮګዬᛧᅝاࡺچհᎁٵΔດ ዬലႚอขᄐ᠏ীཛࣚאٻ೭Ε᧯᧭ᖄٻհٖၵขᄐᝬၞΖ ੩ڼΔءઔߒቫᇢຘመᓫֱڤᛵᇞࣟᗼ࠲তၢܓቯࣥሐषࢬᤖܶऱᇷᄭۥΔ ࠀຘመം࠴ᓳᛵᇞሏড়ࠐࢬڼᛧऱٖၵ᧯᧭ᣊীࡉኙچڼऱளሏრွΔٵழՈ൶ಘ լٵሏড়ऱԳՑ᧢ႈڇளሏრွΕٖၵ᧯᧭ՂऱฆΔ່৵Δലᄎຘመ᧯᧭ฃᑓิ༼נ ሏড়່ᔞհٖၵ᧯᧭Δ༼ࠎၢޘषࠐآቤٖၵ᧯᧭೯հەΔאཚष໌ທ່Օ հய墿Ζ
ٖၵ᧯᧭փොፖ᧯᧭ฃᑓิ ٖၵڶ壆ٻ૿ڍΔլਢٖၵขᄐ౨የߩԳଚऱٖၵᏁޣΔኙ࣍ψ᧯᧭ωࠐߪءᎅΔ ٍਢԫጟٖၵΔ᧭᧯ڼڂਢ᥆ٖ࣍ၵᖂᒤᡱऱᄗ࢚Ζૉൕୃᖂऱߡ৫ࠐΔ᧯᧭ᄗ࢚ܶץ ऱլႛਢࡨऱᆖᖵΔࠡխᝫڇژထፖࡎسऱփڇᜤᢀΖGhani and Deshpande (1994)Ε Holbrook and Hirschman (1982)ᎁψ᧯᧭ωਢଡԳࢤ᧯റࣹދԵऱࠃٙΔຏൄૹڶ ऱൣტრᆠΔࠡࠠ᧯რᆠ ڕPine and Gilmore (1999)ࢬࡳᆠΔܛԳଚشԫጟଡԳ֏ऱֱ ط۞( ڤᙇᖗ) ࠐ৫መԫழၴ (ၵᄈ)Δࠀൕխ᧯ᄎᖞଡመ࿓ (ࠃٙ) խנऱԫߓ٨ױ ಖᖋऱࠃٙΔڇຍଡመ࿓խᄎנ Privette (1983) ࢬᨠኘࠩऱଡԳ۞ᤚࢤࡉழၴტऱໜ ؈Δۖٵழᄎࠠ٘ޕڶᐖፖᗝ࣑ശ (2004) ࢬ༼נऱψᘣᖵࢤω Ε ψൣტࢤω Ε ψᗑࢤωΕ ψᎈ࿇ࢤω Ε ψଡԳࢤω Ε ψᒰᚈࢤω Ε ψᥛࢤω Ε ψፖࢤω Ε ψ໌ᄅࢤω Ε ψॵףᏝଖࢤω ڍႈ᧯᧭រΖڼڂΔ᧯᧭ᄎڇሏড়၄ࢨፖሏᖈ೯መ࿓ᇙΔൕᛩቼխᛧಛஒፖࠨ ᖿΔᆖ۞ݺᎁव৵Δኙଡܑࠃႈࢨᖞ᧯ขܒسឰࡉܧٺጟسፖᨠ֨णኪ (Otto & Ritchie, 1996Ιຫֽᄭ, 1988)Δլٵऱ᧯᧭೯լႛᄎᥛᐙ၄ृެࡉ۩ࠐآ 34 40
ऱࠡה೯ (Mathwick, Malhotra & Rigdon, 2001ΙVézina, 1999)ΔՈᄎࠌሏড়ࢨ၄ृൕ խᛧٺጟլٵऱ᧯᧭ (്ஏ࢘ΕࣥஶڠΔ2002)Ζ ᧯᧭ऱᣊীڶڍլٵऱ։ֱڤΔ٘ޕᐖΕᗝ࣑ശ (2004)Ε٢᧵ (2006)Գ༼ נԮጟࠉլࡳٵᆠቤ։ऱ᧯᧭ᣊীΖรԫጟਢࠉᖕԳଚऱრᣋ։೯᧯᧭ፖ೯᧯᧭ࠟ ጟΙรԲጟਢࠉᖕ᧯᧭ऱݧڻ։᧯᧭ፖ٦᧯᧭ΙรԿጟঞਢਊ᧯᧭ᐋڻ܅։ঋ ᧯᧭ፖᐉભ᧯᧭ΙรጟൕԳଚਢܡᘣ۞ᆖᖵऱֱڤ։ऴ൷᧯᧭ፖၴ൷᧯᧭Ιรնጟࠉ ᧯᧭փ୲ऱழݧᐋڻቤ։᧯᧭መװΕ᧯᧭ڇΕ᧯᧭ࠐآԿጟΙรքጟ᧭᧯אীኪቤ։ ګຨࢤ᧯᧭ፖၲ࣋ࢤ᧯᧭ΙรԮጟאፖࡉᘜԵऱ࿓৫ሶΔ։ܑୡᑗ᧯᧭Εඒߛ ᧯᧭Εሜ( ሂๅኔ) ᧯᧭Εભᖂ᧯᧭ጟΖ່৵ԫጟঞਢ Schmitt (1999) ༼ࠩ۩ᔭ ೯ խ ൄ ᄎ ࠌ شऱ ฃ ࢤ ᧯ ᧭ ᑓ ิ (SEMs: Strategic Experiential Modules) Δ ط ܛტ ࡴ (Sense)Εൣტ(Feel)Ε৸( ەThink)Ε۩೯ (Act)Εᣂᜤ (Relate) նႈٙዌګΔਢല ႚอൎᓳขפ౨ፖܓ墦ऱ۩ᔭᨠ࢚Δ᠏֏ૹီ၄ृऱ֨ᏁޣΔ٥໌ٵທڶנᏝଖ ऱྨᇷขΔࠎ༼א᥆࣍ଡԳऱભړᆖ᧭Δড়໌ທլٵհ᧯᧭ֱڤΔᅝխऱցైԾױ א٦։ࠟᣊΔรԫᣊਢਐ၄ृ֨ࠡڇࡉسՂᗑ۞ऱ᧯᧭ΔܛଡԳ᧯᧭Δץਔტࡴ (Sense)Εൣტ (Feel)Ε৸( ەThink) ᧯᧭ΙรԲᣊঞਢؘႊڶઌᣂᆢ᧯ऱյ೯թᄎขسऱ ᧯᧭ (٥ࠆ᧯᧭)Δץਔ۩೯ (Act)Εᣂᜤ(Relate) ᧯᧭Δ٢᧵ (2006)ΕSchmitt (1999)ಾ ኙ᧯᧭ฃᑓิऱնైփ୲܂ԫᎅࣔڕՀΚ (ԫ) ტࡴ (Sense) ᧯᧭Κא၄ृऱնጟტࡴ္ޣΔࠨאᖿ (Stimuli)-መ࿓(Processes)֘ᚨ (Consequences) ᑓ໌ڤທီΕᦫΕႸΕ࠺ΕᤛᤚवᤚࠨᖿΔၞ֧ۖ࿇၄ृ ၇೯ᖲΖຫભख़ (2004) ࡉᤕࡲႂ (2000) ᎁຘመီᤚΕᦫᤚΕᤛᤚΕ࠺ᤚ֗Ⴘ ᤚტࡴ۩ᔭΔ໌ױທԫጟᄅធᗑऱტൣࢨवᤚ᧯᧭Ζ (Բ) ൣტ (Feel) ᧯᧭Κ៶طᛜທਬጟ၄ൣቼΔᤛ೯၄ृփڇൣტࡉൣፃΔۖڂຑ ኙข֗ྨขړسტΖRobinette, Miniard and Engel (2001)ΕBarlow and Maul (2000) ᎁٖၵขᄐᚨ࣍ড়᧯᧭խףൣፃᏝଖ(Emotional Value)Δຘመൣტᜤࠐᏺၞ ၄ृ࢘ᇨ৫Δאං೯ขᄐةᥛګ९ΔMcKain (2002) ՈᎁขࠩބਚࠃΕ৬م ൣቼΔֺ૾Ꮭ۩ᔭฃޓڶயΖ (Կ) ৸( ەThink) ᧯᧭ΚSheth et al.(1991)ᎁ၄ृኙขࢨࣚ೭ڇवᢝࢤᏝଖՂऱᎁ वᄎຘመಳޣᄅࠃढΕᄅᆖ᧭ፖᄅवᢝऱ၄֨ኪࠐየߩ࡛֨ړΕᄅ࡛ტፖޣवᐥΔ ٵᑌچΔWilliams and Soutar (2000) ਐطנሏড়ᎁψवᢝᏝଖωਢᖞଡளሏ᧯᧭መ ࿓խ່ऱຝٝΔٖڼڂၵขᄐᄐृᚨԱᇞሏড়ऱवᢝዌΔሎ֧ࠡױشറࣹऱ ᇷᄭΔၞۖࠌ၄ृขسኙขࢨࣚ೭Ղऱ৸᧭᧯ەΖ () ۩೯ (Act) ᧯᧭Κਢਐ္壆ߪ᧯ऱኔᎾ۩೯ᆖ᧭Δቝਢ᧢ޏ၄ृऱߪ᧯೯Δ ࠡխߪ᧯ኔᔆ᧯᧭ٛᘸᔞٽऱขΕࠨᖿΕࣷࢨॺ֮۩ࠐᐙࠡኪ৫Ι९ཚ ऱسীኪࢨ۩ᑓױ᧢ޏڤऴ൷္۩ޣ೯ΕࠌߢזشԳΔࢨਢطषᄎᒤൎ֏Δ ؆ቝਢፖृፖהԳհၴऱյ೯᠏ངΔחࠎ༼אױড়ფऱࣚ೭ڤݮሒګΔᖞ ᧯ؾᑑਢᆖ۩᧯ߪط೯᧯᧭ࠐᐙ۩ࡉسীኪΔࠀᏺףፖהԳࢨՕ۞ྥհյ೯Ζ 35 41
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(ն) ᣂᜤ (Relate) ᧯᧭Κᣂᜤ۩ᔭঞਢ၌נଡԳԳΕტൣΕᎁवፖ۩೯Δᨃ၄ृፖ ለᐖऱषᄎࡉ֮֏ᛩቼขࠠسᐙԺऱյ೯ፖ᧯᧭ΔএലଡԳऱ۞ݺᎁवຘመषᄎ ֮֏ፖྨขسຑΔኙྨขسᎁٵፖូ᥆ტΔBlackwell, Miniard and Engel (2001) ਐנ၄ृऱᏁޣᎁवΕᇷಛჼ༈֗Ε၇ছေ۷ΕኔᎾ၇Ε၄ࠌشΕא ֗৵ေ۷၄ृެऱመ࿓Δᄎ࠹֮ࠩ֏ΕጟගΕषᄎၸᐋΕ୮அΕەᆢ᧯ ࡉრߠᏆऱᐙΖ
ளሏრွ൶ಘ ഏ؆ઔߒኙᨠ٠ளሏऱრွڶڍլٵऱᇞᤩፖᎅऄΔ ڕDestination Image (Walmsley and Young, 1998ΙEchtner and Ritchie, 1993)ΕTourism Image (Pike, 2002ΙReilly, 1990ΙGartner, 1989)ΕTourism Destination Image (Chon, 1990) ΔۖഏփઌᣂઔߒխٍڍڶጟᎅऄΔቝ ᨠ٠რွ (ᏥਹᑽΕ႓ີ୶Δ2001ΙঀᙘႂΔ1999Ιࠕܦख़Δ1997)Εளሏრွ (ඩഏൄΔ 2002ΙࣥࡲᔃΔ1996) Δءઔߒঞאሏড়ߡ৫ࠐ൶ಘளሏრွ (Tourism Image)Ζ ளሏრွٍጠᨠ٠რွΔ່ طڰReynolds(1965)༼נΔהᎁψԳᣊ֨৬ዌऱ ࿇୶Δԯਢൕᛩቼᖞ᧯ᇷಛխΔᙇᖗԫࠄٱွࠡഗ៕ω Δ ψᖞ᧯ᇷಛωრᘯუቝխऱრွ ֗ᆖ᧭რွΔڼڂΔள۩ছუቝխऱრွ༉ਢਐሏড়ኙᇠچڶԫጟუቝऱݮွΔຍጟᗨ ᄕݮွࠐ۞࣍ᔹᦰ᧯֖֗ԳտฯΔۖሏড়ᄎലᆖ᧭ࠩΕߠᢝࠩፖ᧯᧭መऱრွຘመಖ ᖋऱฤᇆڇٱᆰ௧ᇙ (֧۞ঀᙘႂΔ1999)Ζ۟࣍Δளሏრွאױൕլאףٻ૿ٵᎅࣔΔ ිख़ (1994) མආشԿଡᇭᤩֱڤΔรԫΔளሏߪءࠐऱრွਢਐԳଚኙψளሏωᄗ ࢚ऱუऄࡉᨠტΙรԲΔளሏ۩ᄐࢬࠐऱრွਢਐ֭ᐶளሏ೯ऱࢬ۩ڶᄐΰள۩षΕ ள塢Εٌຏαሏড়ऱऄΙ່৵ঞਢளሏؾऱࢬچࠐऱრွΔܛԳଚኙளሏچ ऱᨠტΔቝਢ Echtner and Ritchie (1991) ኙளሏრွऱऄٵڕຫිख़ (1994) ࢬ༼ऱร ԿጟᨠរΔܛሏড়ኙଅནऱवᤚ֗ᖞ᧯ٱွΔࠟृઃࠠפڶ౨ (ኔᔆऱ) ֗֨ᐛΔ Gunn (1972) ᎁளሏრွऱขسਢᆖመࡨრွ (ॺאܛளሏΕॺᄐᇷಛΔᆖה Գ᠏૪ࢨؓ૿᧯ᖄΕႚࢬᛧऱ່ॣრွ) ֗ᎈ࿇რွ (ޓאᄐࢤᇷಛࢨࠡ، ऴ൷ઌᣂᇷಛࢬᐙۖขسऱრွ) ࠟଡၸࢬګݮΖ ഗءՂΔሏড়ૉڇளሏխᛧߜړऱ᧯᧭ტ࠹ΔലᄎขسԫጟೣࢤړრွፖေᏝࢤრ ွΔլ܀ཚඨՀԫڻऱளሏ᧯᧭ΔٵழՈᄎኙᅃ֗ᛀࡳאऱளሏრွ(Goodall, 1988)(֧ ૪۞ඩഏൄΔ2002)ΖྥۖΔᐙளሏრွऱైڂቝਢࠩளሏچऱڻᑇ (ڕΚװآመΕଈڻ Εૹሏ)Εሏড়ೖఎழၴ९Εٵ۴Գᑇࡉؾऱچऱ৬ጥ (ࣥࡲᔃ, 1996ΙFakeye & Crompton, 1991)Ζڼ؆Δࠕܦख़ (1997)ᝫ।قሏড়ڣፖࡺچऱլڇٵᖞ᧯ࡉຝٝႈ ளሏრွՂ᧩ڶထฆΔۖሏড়የრ৫ፖளሏრွՕຝ։ܧ᧩ထإઌᣂΔՈٵڕඦ ႂΕࣥૉᐝΕ५ᄅႁΕૃ֮ቯ (2002) མ।قளሏრွᄎᐙளሏየრ৫Δٍၴ൷ᐙሏ ড়ऱૹሏრᣋΖመװऱઔߒխኙ࣍ளሏრွऱࠠ᧯։ᣊቝਢࣥࡲᔃ (1996) ലࠡሶګψள ሏ֧ܮԺω Ε ψளሏ೯ω Ε ψளሏࣚ೭ω Ε ψளሏवټ৫ω֗ψளሏጥωնଡዌ૿Δۖඩ 36 42
ഏൄ (2002) ࠉࠡઔߒऱளሏچૠࠡრွցైΔቝਢٌຏࣚ೭Ε۰മΕள塢ԳΕནរΕ چᑑԵՑΕན֏چΖ
ܓቯࣥሐၢޘषٖၵขᄐᇷᄭᄗ૪ ܓቯࣥሐषஆᆵ࣍۫ؑࣟতֱ՞ᣞΔહଘխ؇՞౧Δ૿࠲ࣟٻতᄻޱᗨؓ ፖᐖខऱ֜ؓΔچႨࡺᜯՀΔױถ֜ؓΕؑࣟནΕॡᙰ՞Εفᙰ՞Εຟᥞ՞Ε ભልष֗խ؇՞౧ᐋٌᦤ՞ᨶದٗհནીΔٍױถጸΕᥞᚡΔࠠړߜڶऱནᨠᛩ ቼᇷᄭΖڼ؆Δઠࣟᗼ࠲তၢՕ֣ք՞ऱܓቯࣥሐ٤অఎ᠆༄ऱسኪᛩቼΔᖕ ᓳ᧩ܓقቯࣥሐषൕ௧ࢸ৫ 50 ֆ֡ࠩ 1500 ֆ֡Δೈልᕼچ؆Δष؆ࣥઌ۞ྥ ݙᖞΔױᎅਢԫ೯ཬढऱ֚ഘΔլႛਢࣥ೭ݝֆܫԼມس೯ढૹཨஒچհԫΔ ᝫਢ 15 ጟאՂऱᘛ־Ε14 ጟאՂᖫဢΕ50 塒ጟ຺ᣊऱཨஒچΔٵழᝫᤖܶཬسڍ ढᖫጟΕᥞक़ࡉᘑᣊΔࣥሐࠟலᝫࠉᖕچႨ৫ጟཬᤩ૫ΕමΕޕΕक़Ε᥎क़Εޖ ᖫཬढΔ᧩ྥਢԫ೯ཬढسኪᇷᄭ᠆༄ऱΖ֏֮ڇᇷᄭֱ૿Δܓ࣍ۯቯࣥषᒤ ᡱփऱڶޘڜᄅفᕴழ࠲זত֮֏֗ࣟຝᢃెຯ֮֏ऱ৬ᗰᙊܿΔۖܓڇቯࣥሐऎຜ ઃ࠲ߠױতගऱ֮֏ۥΔڕԵ՞ছผਈ՞ᨋհفᙰښᥨ壀Ёࢆ( ߓܓpalisi)ΕՕ֣ք ຝᆵ壀ᇩᢄΕ۔྾षছ֮֏ᙊܿΕ՛ۏႼΕ࠲তග៊ԳٖஒՠᐇΕሒࢮଆᥬΔᝫڶ ܓቯࣥሐ࠲তගࢬᜰᙄհผࠢ೯ࡉܓኄຝᆵࠉᄣழࡱᆏᜰᙄႚอผᏚΖؾছࡺאا ࠲তගΔપ᜔۾ԳՑऱ 57%ΔࠡהঞਢዧԳΔؾছਢڍאගᆢࡉᘫᆢࡺऱणउዌګष ۥΖ ܓቯࣥሐषڇ२૿ࠐڣᜯልᄐ၉࣐۞ڣॹࡉ֏طԳՑ؆ฝልޘ࿇୶ܺቼՀΔႊ༳ ༽षٺጟᇷᄭאԺسૹޣΔ࣍ਢڇषᑷ֨ԳՓ֗ܓቯࣥሐ࿇୶࠰ᄎऱ֧ᖄՀΔא ᄅਚၢषᛜທૠഗ៕Δআၞषֱچشܓᇷข೯षႚอขᄐ᠏ী᧭᧯א ၗհٖၵขᄐΔࠀၲ࿇ࣟګسኪளሏٖၵ᧯᧭հૹᖕរΔؾছषٖၵขᄐ࿇୶ለ ࠠۥऱᖕរسؓ֜ڶኪልΕՕ֣քᢐཬشढႼΕॳं࠸࠸ظႼΕሒໞര࠼Ⴜ ΰቹ 1α Δࠡچۯᆜፖ࿇୶ၗ։૪ڕՀΚ (ԫ) ֜ؓسኪልΚ၏ᠦܓቯࣥሐપ 5 ֆߺΖልאঅߛ۞ྥسኪ࿇୶ᠲΔࠡխאᘛ ־অߛऱၗհԫΔؾছልࡳڶཚᘛس־ኪ᧯᧭ᖄᥦᇞᎅࡉᨠኘ᧯᧭೯Δ ڼ؆ΔࡸڶቤᖫগᐋᨠኘΕම DIY ٖၵ᧯᧭೯Ζ (Բ) Օ֣քᢐཬشढႼΚ၏ᠦܓቯࣥሐપ 5.1 ֆߺΔ چ۾3 ֆຸ՞ࣥႼΔࠡխ 1 ֆຸ ጟཬسᖲᓋ࣠ࡉݼᛮ塄سᢐ౻ 100 ڍጟΔႼچۯᆜࡺᜯՀΔਢࣲᓾ࡙ؑࣟན ່ࠋچរհԫΖႼ່ࠠז।ࢤऱ᧯᧭೯ਢسᖲભଇΔཬאढႼ۞ա்ጟհڶᖲ ᓋ࣠Δᨃሏড়۞۩෪ྦΔۖ౨ᨃԵႼش塊ሏড়܍၄᧯᧭ልขආኴᑗᔊΔٵழ༼ ࠎ՛ֵৢاമ᧯᧭Ζ (Կ) ॳं࠸࠸ظႼΚ၏ᠦܓቯࣥሐપ 4.3 ֆߺΖᇠႼऱۥ༉ਢࠠݮᨠ ኘΔࠎ༼אױᖂسၞ۩ீ؆ඒᖂ᧯᧭ΔࠀڇإૠشܓᅝࢬچขऱڶᖲଇޗΔא 37 43
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༼ࠎሏড়ආኴ֗ભଇ᧯᧭೯Ζ () ሒໞര࠼ႼΚ၏ᠦܓቯࣥሐપ 4.5 ֆߺΔچۯᆜױถ՞Εक़᜕ࣟߣΕ ֜ؓጸֲ࡙֗ؑࣟլٵནીΖႼאءጟཬᤩ૫Δڇႚอልᄐዬ ଲሿհࡱΔດޡലᤩ૫Ⴜ᠏ጟ࠼ΔႼڶஅႼ࠼ஆΔ༼ࠎ۞ข࠼֗࠲ত ගႚอભଇΖ
კ 1 ࣴزୱკ ၗٰྍǺճ݅ၰၗૻᆛ(http://www.treehome.org.tw/e-treehome.htm)
ઔߒૠ ছ૪এբԱᇞܓቯࣥሐषٖၵขᄐᇷᄭΕٖၵขᄐ࿇୶उፖ᧯᧭೯Δ൷ထᖕ ઌᣂ֮൶ಘࡉ৫ᓫۖૠءઔߒᓳം࠴।Δ៶אᛵᇞ۟ܓቯࣥሐषሏড়հٖၵ ᧯᧭ᣊܑፖளሏრွΔᓫփ୲ԯࠉᖕઔߒؾऱ֗ৱംᠲΔࠀ֮ەխषٖၵข ᄐհ࿇୶ፖ᧯᧭հઌᣂᤜᠲΔᒳࡳתዌڤᓫՕጼॣᒚΔᆖᖂृറ୮ଥאإᒔمᓫՕ ጼΔ؆Աᝩ܍ઔߒृऱೣࡉᏺףઔߒऱॾ৫ፖய৫Δലᓫᇷற៤ᐊګດڗᒚΔ٦ ᓮഏփറ୮ᖂृᐉီଥءإઔߒՕጼΔאᏺءףઔߒհய৫Ζڇኔਜ৫ᓫऱኙွঞᙇ ࠷ࣟᗼ࠲তၢܓቯࣥሐ࿇୶࠰ᄎΕ֜ؓسኪልΕՕ֣քཬढႼΕॳं࠸࠸ظႼΕ ܓቯ࿇୶࠰ᄎ۞ྥխ֨ᆖᛜृΖ٦ലᆖመᨠኘࡉᓫ৵ࢬ፦ႃऱᇷறאףᖞΕូΔ ࣠܂৬ዌءઔߒം࠴ऱഗ៕ΔᆖቃᇢΕଥإ࿓ݧΔ່৵ڤإګݮം࠴Δփ୲։ ګԿຝ։ΖรԫΔሏড়ଡԳહན᧢ႈፖளሏࢤΔࠡխψሏড়ᖞ᧯የრ৫ωፖψሏড়٦ሏ რᣋωࠟᠲආ܌ޕشּ֡ၦ।ྒྷၦΙรԲຝ։ਢளሏრွംႈΔᇠຝ։ᆖګٝైڂ ։࣫ऄဇ࠷נψᔆრွω Ε ψࣚ೭რွω Ε ψਜრွωԿଡዌ૿Δٺᠲႈආ܌ޕشּ 38 44
֡ၦ।ྒྷၦΙรԿຝ։ঞਢሏড়ٖၵ᧯᧭ംႈΔᇠຝ։ ەSchmitt (1999) ࢬ༼נऱ᧯ ᧭ฃᑓิૠנტࡴΕൣტΕ৸ەΕ۩೯Εᣂᜤնጟ᧯᧭ऱംႈΔٍආ܌ޕشּ ֡ၦ।ྒྷၦΔᖕം࠴ૠፖઔߒؾऱΔءઔߒ༼נհઔߒਮዌڕቹ 2Ζ
ளሏრွ ଡԳહན᧢ ഗءԳՑ᧢ ႈ
ٖၵ᧯᧭ კ 2 ࣴࢎزᄬკ
ءઔߒ༼נԿଡڕՀΚ ԫΚଡԳહན᧢ႈፖளሏࢤլٵΔኙளሏრွ᧩ڶထฆΖ ԲΚଡԳહན᧢ႈፖளሏࢤլٵΔሏড়ऱٖၵ᧯᧭᧩ڶထฆΖ ԿΚளሏრွፖٖၵ᧯᧭᧩ڶထઌᣂࢤΖ ۟࣍ം࠴ԫીࢤආ شCronbach's Į ଖՕ࣍ 0.70 ᑑᄷΔᆖطቃᇢ࣠όٖၵ᧯᧭ၦ।ύ 0.863Ε όளሏრွၦ।ύ 0.878Δق᧩ܛᇠം࠴ױආشΖڤإ࿇࣋ം࠴ऱᒤא၏ᠦ ܓቯࣥሐપ 5 ֆߺؐ׳ऱ֜ؓسኪልΕՕ֣քᢐཬشढႼΕॳं࠸࠸ظႼΕሒໞ ര࠼Ⴜհࠩሏড়Δ࿇࣋ழၴ 2008 ڣ2 ִ~3 ִࡌޢֲࡉॺֲࠟᣊழၴΔ ᜔٥࿇נം࠴ 300 ٝΔڬೈྤயം࠴ 8 ٝΔࢬࠩऱڶயᑌءᑇ 292 ٝΔڶய 97.3%Ζ ം࠴ᇷற፦ႃګݙ৵ΔᆖᒳᒘΰcodingαࠀאଡԳሽᆰԵ৵ၞ۩ᇷறऱ࿆ᙕΔሎش อૠᇘຌ᧯ΰspss12.0αࠐ֗։࣫ᇷறΔࠉ᧢ٺႈऱྒྷၦ֡৫ࠌشऱอૠֱऄڕՀΚ ΰԫαॾ৫։࣫( Reliability Analysis )Κءઔߒ אCronbach's Į এᑇܒឰऱࠉᖕࠐ ᛀྒྷᘝၦം࠴ᠲؾၴհԫીࢤΕࡳࢤΔࠡխၦ।ආڍشႈംᠲאףᘝၦΔ٥ڶ ٖၵ᧯᧭ΕளሏრွΖ ΰԲα༴૪ࢤอૠ։࣫( Descriptive Statistics Analysis )Κຘመ༴૪ࢤอૠ։࣫Δא១ ऱڻᑇ։Εؓ݁ᑇፖۍ։ֺ։࣫࣠Δޡॣאᛵᇞሏড়ऱԳՑอૠ᧢ᑇΕள ሏࢤፖየრ৫Εሏড়٦ሏრᣋᑌء։܉ऱൣउΖ ΰԿαᗑمᑌ ءt ᛀࡳΰIndependent-Samples Testα Κᛀࡳሏড়ࢤܑኙሏড়ٖၵ᧯᧭հ ฆࢤΖ ΰαڂ᧢ฆᑇ։࣫ΰOne-way ANOVAαΚԱᇞլٵሏড়ԳՑ᧢ႈΕளሏࢤኙ ሏড়ளሏრွٖ֗ၵ᧯᧭հฆࢤΖᅝڂ᧢ฆᑇ։࣫࣠Δሒࠩ᧩ထऱֽᄷ ழΰ ܛP ଖЉ0.05αΔ٦ၞԫޡሎࠃش৵ֺለऄᛀࡳΔאᛀࡳٺᆢิհၴऱฆ 39 45
33-52 2009
ൣݮΖ ΰնαઌᣂ։࣫ΰCorrelations Analysisα ΚԱᇞளሏრွፖٖၵ᧯᧭ऱઌᣂࢤΖ ΰքαڍցಱូΰMultiple Regressionα ΚԱᇞளሏრွፖٖၵ᧯᧭ऱᣂএ֗ᐙֱٻፖ ࿓৫Δࠀࠉڼኙٖၵ᧯᧭ቃྒྷΖ
࣠։࣫ (ԫ) ሏড়ഗءᇷறፖளሏࢤ ءઔߒ᜔٥࿇ נ300 ٝം࠴Δڬೈ 8 ٝྤயം࠴Δࢬࠩऱڶயᑌءᑇ 292 ٝΔڶ ய 97.3%Δሏড়ഗءԳՑ᧢ႈፖளሏࢤ։࣫ڕ। 1 ࢬقΖ ഗءᇷற ࢤܑ ߊ Ֆ ڣ 20ᄣאՀ 21-30ᄣ 31-40ᄣ 41-50ᄣ 51-60ᄣ 61ᄣאՂ ദৗ բദ آദ ࠡה ඒߛ࿓৫ ഏ՛אՀ ഏխ խ റઝ Օᖂ ઔߒࢬ ᄐ ۞ᛜࠃᄐ ࠹ႄृ റᖂس ಯٖ୮ጥ ࠡה ࡺ۰چ ࣟᗼؑ ࠡהᗼؑ
ଡᑇ 132 160 9 70 88 86 32 7
180 111 1
6 8 51 89 111 27
42 175 43 31 1
220 72
߄ 1 ୷ҁၗᆶਓၯ܄ ۍ։ֺ(%) ளሏࢤ ளሏᇷಛࠐᄭ 45.2 ளሏནរႚ 54.8 ሽီᐖᐾ ጻᎾጻሁ 3.1 ᘣ֖տฯ 24 ີᠧளሏᤄ 30.1 ࠡீ(ה؆ඒᖂ) 29.5 ளሏڻᑇ 11 รԫڻ 2.4 รԲڻ รԿڻ 61.6 รڻ 38 รնאڻՂ 0.3 ቃૠೖఎழၴ ֚ת 2.1 ԫ֚ 2.7 Բ֚ԫ࡙ 17.5 Կ֚Բ࡙ 30.5 ޢԳؓ݁क़၄ 38 क़၄ 9.2 1~500ց 501~1000ց 14.4 1001~1500ց 59.9 1500ցאՂ 14.7 ٵ۴ 10.6 ᗑ۞ 0.3 ୮Գ ᘣ൯֖ࣛ 75.3 ٵᖂΕஃ९ 24.7 ࠃٵ ளሏቸ᧯ ࠡה ٌຏՠࠠ ᖲ߫ ۞߫ش ᆬᔏ߫ ߫ (՛֣ՓΕૠ࿓߫)
40 46
ଡᑇ
ۍ։ֺ(%)
21 7 22 158 60 24
7.2 2.4 7.5 54.1 20.5 8.2
166 62 22 11 31
56.8 21.2 7.5 3.8 10.6
144 94 52 2
49.3 32.2 17.8 0.7
81 54 92 54 11
27.7 18.5 31.5 18.5 3.8
10 117 55 68 24 11 7
3.4 40.1 18.8 23.3 8.2 3.8 2.4
31 232 1 28
10.6 90.1 0.3 9.6
ࢤֱܑ૿ΔՖࢤ ۾54.8% (160 Գ)Ι אڣ31~40 ᄣ( ڍ່۾30.1%)Δፖ 41~50 ᄣऱ 29.5%ઌף٥۾٤᧯પքګΙ࠹ृ ڶ61.6%բദΙඒߛ࿓৫אՕᖂฅᄐृ(38%) ່ڍΔ ࠡڻറઝฅᄐृ (30.5%)Δࠟृઌףપ᜔۾ᑌءપԮࠏֺګΙᄐ࠹אႄृ (ࢨ࠹ᜲृ) ່( ڍ59.9%)Ι࠹ሏড়ࡺא۰ࣟڇᗼؑ 75.3%່ڍΖ۟࣍ளሏࢤ٥ڶԶႈΔଈ٣ ڇᛧ࠷ளሏᇷಛࠐᄭֱ૿Δ א54.1%طᘣ֖տฯ່ڍΙளሏڻᑇ։࣫ՂΔ ڶ56.8 %ऱሏ ড়ਢรԫܓࠩࠐڻቯࣥሐषளሏΙՕીՂאೖఎृ֚ת່( ڍ49.3%)Ι ڶ77.7%ऱሏ ড় (ޢԳ) ؓ݁क़၄ ڇ1000 ցאՀΙٵ۴ֱ૿Δאፖ୮Գٵሏृ່( ڍ40.1%)Δࠡڻ ፖٵᖂΕஃ९ٵሏ (23.3%)Ιٌຏՠࠠࠌ૿ֱشΔሒ 90.1%ऱ࠹ृ߫ش۞אছࠐ چڼ່ڍΖ ႈؾ ᖞ᧯ የრ৫ ႈؾ ٦ሏრᣋ
߄ 2 ၯ࠼ᡏᅈཀࡋᆶӆၯཀᜫϩ የ რ լየრ ॺൄլየრ 216 33 28 2 (74.0%) (11.3%) (9.6%) (0.7%) ॺൄᣋრ ᣋრ լᣋრ ॺൄլᣋრ 82 178 14 2 (28.1%) (61.0%) (4.8%) (0.7%)
ॺൄየრ
ؓ݁ଖ
ᑑᄷ
2.87
0.789
ؓ݁ଖ
ᑑᄷ
3.05
0.922
ளሏࢤխٍܶץᖞ᧯የრ৫ፖ٦ሏრᣋऱᓳΔࠡ։࣫࣠ڕ। 2 ࢬقΖڇᖞ᧯ የრ৫ֱ૿Δאየრ (74.0%) ፖॺൄየრ (11.3%) ່ڍፖڍڻΔؓ݁ଖ 2.87 ։Δ᧩ ߠܓቯࣥሐष࿇୶ཏሙᛧሏড়ᎁٵΙૹሏრᣋֱ૿Δᣋრृሒ 61%Δॺൄᣋრृ 28.1%Δؓ݁ଖ 3.05 ։Δ२࠹ګृຟᣋრ٦ࠐܓቯࣥሐषٖၵ᧯᧭Ζ (Բ) ளሏრွტ࠹ ႈؾ
߄ 3 ਓၯཀຝ୷ҁϩ ؓ݁ଖ ᑑᄷ
ขრွ ۰മਜᙇᖗᖲᄎڍ ࠩءषٌຏঁܓ ሏᖈڜ٤ਜߜړ ᅝچ塊堬֧ܮԳ षளሏᇷಛ᠆༄࠷࣐ ᧯᧭೯گ၄ٽ ᔆრွ ࣥሐᓾནחԳ༭ங ᖞ᧯ࣷחԳ֨ൣ࣋ᠾ षᛩቼ堚ᑥ. ֆ٥ਜݙ ᅝ֖اࡺچΕᘣ֊Εᑗ࣍ܗԳ ࣚ೭რွ ᖄᥦᇞᎅس೯ڶᔊ ᧯᧭೯ቤ໌ڶრ ᅝچልขڶۥ ڶଡࢤ֏հધ࢚ΔᨃԳఎ࢚
რွ૿᜔݁ؓٻଖ
2.20 2.35 2.55 2.55 2.62 2.44
0.96 0.85 0.92 1.18 0.93 1.22
2.45
3.46 3.34 2.87 2.57 3.08
0.59 0.75 0.76 0.92 0.81
3.06
3.02 2.93 2.65 2.42
0.84 0.95 1.08 1.09
2.76
ࠐளড়ऱளሏრွ։࣫࣠ڕ। 3 ࢬقΖڇขრွዌ૿խΔאψषளሏᇷಛ ᠆༄࠷࣐ωؓ݁ଖ 2.62 ։່ΔઌለհՀΔ۰മᙇᖗ (2.20 ։) ֱ૿ؓ݁։ᑇለ܅Ζ ᔆრွዌ૿ঞאψࣥሐᓾནחԳ༭ஙωؓ݁ଖ 3.46 ։່Δࠡڻψᖞ᧯ࣷחԳ ֨ൣ࣋ᠾω(3.34 ։)Ε ψᅝ֖اࡺچΕᘣ֊Εᑗ࣍ܗԳω(3.08 ։) ᠲႈΔ᧩ྥሒࠩॺ 41 47
33-52 2009
ൄٵრፖٵრհၴΔլመψֆ٥ਜݙω(2.57 ։) ঞᇠዌ૿ؓ݁ଖ່܅ऱႈؾΖࣚ೭ რွዌ૿խΔאψᖄᥦᇞᎅس೯ڶᔊωؓ݁ଖ 3.02 ։່Δઌኙψڶଡࢤ֏հધ࢚Δ ᨃԳఎ࢚ωؓ݁ଖ (2.42 ։)ೣ܅Ζڶࢬאႈؾऱ։ֺ࣫࣠ለΔሏড়ܓڇቯࣥሐषளሏ რွխΔאψࣥሐᓾནחԳ༭ஙω Ε ψᖞ᧯ࣷחԳ֨ൣ࣋ᠾω Ε ψᅝ֖اࡺچΕᘣ֊Εᑗ ࣍ܗԳω Ε ψᖄᥦᇞᎅس೯ڶᔊωؓ݁ଖઃሒࠩ 3 ։אՂΔრᘯထሏড়ኙ࣍ຍ༓ႈڶထॺൄ ٵრፖٵრ࿓৫հၴऱტ࠹Δ؆ψ۰മਜᙇᖗᖲᄎڍω Ε ψࠩءषٌຏঁܓω Ε ψڶଡ ࢤ֏հધ࢚ΔᨃԳఎ࢚ωႈؾઌኙ܅։ΖૉאளሏრွԿଡዌ૿ֺለۖߢΔψᔆრ ွω(3.06 ։) ሏড়ტ࠹࿓৫່ऱዌ૿Δࠡڻψࣚ೭რွω(2.76 ։) ዌ૿Δ່৵א ψขრွω(2.45 ։) ዌ૿ტ࠹࿓৫່ृ܅Ζ ႈؾ
߄ 4 ၯ࠼Γαीᡂჹਓၯཀຝৡ౦܄ϩ ขრွ ᔆრွ
ࣚ೭რွ
ࢤܑ
ߊ Ֆ tଖ ࡺ۰چ ࣟᗼؑ ࠡהᗼؑ tଖ ڣ 20ᄣאՀa 21-30ᄣb 31-40ᄣc 41-50ᄣd 51-60ᄣe 61ᄣאՂf Fଖ ࠃ৵ᛀࡳ ദৗ բദ آദ ࠡה Fଖ ඒߛ࿓৫ ഏ՛אՀa ഏխb խc റઝd Օᖂe ઔߒࢬf Fଖ ࠃ৵ᛀࡳ ᄐ ۞ᛜࠃᄐ ࠹ႄृ റᖂس ಯٖ୮ጥ ࠡה Fଖ *PЉ0.05 **PЉ0.01 ***PЉ0.001
14.30 15.06 -1.56
14.93 15.64 -2.25*
10.88 11.16 -0.78
14.77 14.56 -0.37
15.24 15.57 -0.89
11.02 11.07 -0.11
16.89 14.50 15.17 14.72 13.56 13.57 1.32
15.67 15.84 15.81 14.83 14.00 15.71 ** 3.36 b, cЇd, e
14.61 14.90 13.00 0.25
15.11 15.66 16.00 1.43
18.67 15.00 13.29 14.53 15.10 15.44 * 2.69
17.50 14.38 13.96 15.62 15.67 15.30 *** 4.33 d, eЇc
14.83 14.37 15.67 15.26 12.00 1.10
14.17 15.26 16.42 15.68 17.00 ** 4.07
42 48
12.44 11.56 11.60 10.78 9.19 8.43 *** 5.14 b, cЇe
10.66 11.65 11.00 3.63*
15.00 8.76 9.49 10.83 11.66 11.85 *** 7.56 aЇb, c, dΙ e, fЇc
11.57 10.61 12.23 10.90 15.00 * 3.30
ሏড়ഗ᧢ءႈኙளሏრွฆࢤΔڕ। 4 ։࣫࣠ࢬقΖଈ٣Δࢬڶሏড়ഗ᧢ءႈڇ ψขრွωՂઃྤ᧩ထฆΙڇψᔆრွωዌ૿խΔאψࢤܑω Ε ψڣω Ε ψඒߛ࿓৫ωΕ ψᄐω᧢ႈࢬڶฆΔψᔆრွωՂՈ᧩ڶထฆΔࠡխՖࢤᔆრွऱტ࠹᧩ထ ࣍ߊࢤ (t ଖ=-2.25)Δڣᐋ 21-30 ᄣፖ 31~40 ᄣऱሏড়ֺ 41~50 ᄣፖ 51~60 ᄣऱሏ ড়ڶለ᧩ထऱᔆრွტ࠹ (F ଖ=3.36)Δ؆ᖂᖵറઝፖՕᖂऱሏড়ֺխᖂᖵऱ ሏড়ࠠໂለ᧩ထऱᔆრუტ࠹ (F ଖ=4.33)Ι۟࣍ψࣚ೭რွωዌ૿խΔᅝψڣω Ε ψඒ ߛ࿓৫ω᧢ႈփิܑࢬڶլٵழΔ ψࣚ೭რွωऱტ࠹ٍڶฆΔܑਢ 21-30 ᄣፖ 31~40 ᄣڣᐋऱሏড়ᄎֺ 51~60 ᄣऱሏড়᧩ڶထऱψࣚ೭რွωტ࠹ (F ଖ=5.14)Δඒߛ࿓৫ ঞਢאഏ՛ฅᄐृֺഏխΕխ֗റઝฅᄐृڶለऱψࣚ೭რွω(F ଖ=7.56)Ζ១ߢ հΔ۟ܓቯࣥሐषளሏऱሏড়ψڣω Ε ψദৗणउω Ε ψඒߛ࿓৫ω֗ψᄐωႈڇؾ ளሏრွՂ᧩ڶထฆΖ ளሏࢤኙளሏრွฆࢤ։࣫ᇡาڕ। 5 ࢬقΖڇψขრွωխΔ ψೖఎழၴωΕ ψޢԳक़၄ω Ε ψٵ۴ωࡉψٌຏՠࠠωଡ᧢ႈխऱิܑլٵΔࠡψขრٻωტ࠹ ࿓৫᧩ڶထฆΔຍଡ᧢ႈᆖࠃ৵ᛀࡳऱ࣠࿇Δఎழၴԫ֚֗Բ֚ԫ࡙ऱሏড়ֺ ೖఎ᧩ڶृ֚תထለऱტ࠹ (F ଖ=6.84)ΔޢԳक़၄ؓ݁ ڇ501~1000 ցፖ 1001~1500 ց ઌለ࣍क़၄ृ᧩ڶထለऱψขრွωტ࠹ (F ଖ=10.44)Δٵ۴ऱຝ։ೈԱᗑ۞ ࡉࠃٵڶຩ۴ऱሏড়հ؆Δࠡ塒ᣊऱٵ۴ᣊীऱტ࠹࿓৫ઃ᧩ထ࣍ψࠡהωᣊীऱٵ ۴Δۖڶ୮ԳΕளሏቸ᧯ຩ۴ऱሏড়ტ࠹࿓৫ٍ᧩ထ࣍ᗑ۞ऱளሏृ (F ଖ=5.80)Ζ ႈؾ ᇷಛࠐᄭ ནរႚ ሽီᐖᐾ ጻᎾጻሁ ᘣ֖տฯ ີᠧ ࠡה Fଖ ளሏڻᑇ รԫڻ รԲڻ รԿڻ รڻ รնאڻՂ Fଖ ೖఎழၴ ֚תa ԫ֚b Բ֚ԫ࡙c Կ֚Բ࡙d Fଖ ࠃ৵ᛀࡳ
߄ 5 ਓၯ܄ჹਓၯཀຝৡ౦܄ϩ ขრွ ᔆრွ
ࣚ೭რွ
14.48 16.14 14.64 14.85 15.07 12.79 1.31
14.71 15.86 15.41 15.17 15.75 15.54 0.69
11.33 10.86 10.82 10.84 11.75 10.50 0.98
14.44 15.55 15.32 16.36 13.52 1.98
15.33 15.68 15.73 15.45 14.26 1.60
11.11 11.50 10.86 11.36 9.68 1.96
13.69 15.37 16.40 13.50 *** 6.84 b, cЇa
15.08 15.43 15.90 12.50 1.95
10.53 11.67 11.31 10.50 * 2.84 bЇa
43 49
33-52 2009 ߄ 5 ਓၯ܄ჹਓၯཀຝৡ౦܄ϩȐុȑ ޢԳक़၄ क़၄a 1~500ցb 501~1000ցc 1001~1500ցd 1500ցאՂe Fଖ ࠃ৵ᛀࡳ ٵ۴ ᗑ۞a ୮Գb ᘣ൯֖ࣛc ٵᖂΕஃ९d ࠃٵe ளሏቸ᧯f ࠡהg Fଖ ࠃ৵ᛀࡳ
12.53 14.43 15.96 16.20 14.55 *** 10.44 c, dЇa
14.54 15.68 15.62 15.89 14.00 ** 3.54
13.50 15.34 15.07 16.03 15.04 17.64 10.00 *** 8.63 b, d, eЇgΙ fЇa, g
10.40 14.86 15.33 14.97 14.04 17.64 8.58 *** 5.80 c, fЇa, gΙ b, dЇg
ٌຏՠࠠ ᖲ߫ ۞߫ش ᆬᔏ߫ ߫ Fଖ *PЉ0.05 **PЉ0.01 ***PЉ0.001
14.29 15.27 19.00 16.75 ** 4.90
12.10 14.86 7.00 16.68 *** 7.78
10.01 11.09 11.67 11.85 8.91 *** 5.85 c, dЇa
8.20 10.91 11.02 12.09 9.83 13.55 7.29 *** 7.12 c, fЇa, g
10.23 10.92 7.00 13.04 *** 5.59
۟࣍ψᔆრွωዌ૿ᇙΔႛڶٵ۴᧢ႈᆖመࠃ৵ᛀࡳ᧩ڶထฆΔᅝխೈԱᗑ ۞ࡉڶᘣ൯֖ࣛຩٵऱሏড়հ؆Δࠡ塒ࠡ塒ᣊऱٵ۴ᣊীऱψᔆრွωტ࠹ઃ᧩ထ ࣍ψࠡהωᣊীऱٵ۴Δۖፖளሏቸ᧯ٵሏृψᔆრွωტ࠹ٍ᧩ထ࣍ᗑ۞ऱளሏ ृ (F ଖ=8.63)Ι່৵Δڇψࣚ೭რွωዌ૿խΔڶೖఎழၴΕޢԳक़၄Εٵ۴Կ ଡ᧢ႈᆖመࠃ৵ᛀࡳܑิࢬڶऱฆΔೖఎԫ֚ृऱψࣚ೭რွωტ࠹᧩ထ࣍ೖఎ֚ת ृ (F ଖ=2.84)ΔޢԳक़၄ ڇ501~1000 ցፖ 1001~1500 ցऱሏড়ֺक़၄ृ᧩ڶထለऱ ψࣚ೭რွωტ࠹ (F ଖ=5.85)Δٵ۴խڶאψٵᖂΕஃ९ωຩࡉٵፖளሏቸ᧯ृ ტ࠹᧩ထ࣍ᗑ۞ࡉࠡٵה۴۴ᙟऱሏড় (F ଖ=7.12)Ζ (Կ) ٖၵ᧯᧭ᣊী ࠐளড়ऱٖၵ᧯᧭ᓳ։࣫ڕ। 6 ࢬقΖڇტࡴ᧯᧭խΔאψܓቯࣥሐױᨠᓾ ࡙ࣟؑནωऱؓ݁ଖ 3.44 ։່Δࠉݧψܓቯࣥሐ۞ྥଅནᚌભω ΰ3.43 ։α Ε ψܓቯ ࣥሐسڶኪ᧯᧭ (ࠏڕ: ᓾᘛΕᓾဢΕᓾ຺Εᨠኘ೯ढ) ڍጟ೯ω(3.38 ։)ΔԿႈઃሒ ࠩॺൄٵრፖٵრհၴΖڇൣტ᧯᧭խΔאψܓቯࣥሐ᧯᧭೯ (ڕᖫগᐋᨠኘ᧯᧭) ࠠ ໌ڶრωऱؓ݁ଖ 3.12 ։່Δઌለאψܓቯࣥሐױቫࠠᅝچۥऱભଇωؓ݁ଖ ່( ܅2.96 ։)Ζ
44 50
ႈؾ
߄ 6 ၯ࠼Ҷ໕ᡏᡍ୷ҁϩ ؓ݁ଖ ᑑᄷ
ტࡴ᧯᧭ ۞ྥଅནᚌભ ڍڶጟسኪ᧯᧭೯ ױᨠᓾ࡙ؑࣟན ൣტ᧯᧭ ױᚓᅝچۥભଇ ᧯᧭೯ࠠ໌ڶრ ۩࿓᠆༄壄 ৸᧭᧯ە ᖂسኪঅߛᨠ࢚ ֧࿇ኙٖၵልᄐᘋᔊ ֧࿇ኙسኪளሏᄅ৸ە ۩೯᧯᧭ ڶආኴ᧯᧭೯ DIY೯س೯ڶᔊ ֧࿇ݺኙسኪ࡛֨ړ ᣂᜤ᧯᧭ ᧭᧯ױ۰֏֮ا ᔞٽ࿇୶ࠠඒߛࢤհ᧯᧭೯ ᨃݺኙၢޘषڶլٵᎁᢝ
᧯᧭૿᜔݁ؓٻଖ
3.43 3.38 3.44
0.62 0.59 0.69
3.42
2.96 3.12 3.10
0.84 0.90 0.86
3.06
3.27 3.20 3.30
0.88 0.82 0.68
3.26
2.77 3.07 3.23
1.00 0.91 0.85
3.09
2.79 3.44 3.21
0.79 0.70 0.88
3.15
۟࣍৸᧭᧯ەխΔאψຘመຍڻளሏΔ֧࿇ݺኙسኪளሏᄅऱ৸ڕ( ەԳፖՕ۞ྥऱ ᣂএਢৰയ֊ऱ)ωؓ݁ଖ 3.30 ։່ΔࠉݧψຘመຍڻளሏΔݺᖂسڍኪঅ ߛᨠ࢚ω(3.27 ։)Ε ψຘመຍڻளሏΔ֧࿇ݺኙٖၵልᄐऱᘋᔊω(3.20 ։)ΔԿႈ࣍ 3 ։Δ ।قሒࠩॺൄٵრፖٵრհၴΖ۩೯᧯᧭ঞאψຘመຍڻளሏΔ֧࿇ݺኙسኪڕ( ࡛֨ړ ᘛ־Εسظኪ)ωؓ݁ଖ 3.23 ։່Ζ່৵ऱᣂᜤ᧯᧭אψܓቯࣥሐᔞٽ࿇୶ࠠ ඒߛࢤऱ᧯᧭೯ωؓ݁ଖ 3.44 ։່ΔࠡڻψຘመຍڻளሏΔᨃݺኙၢޘषڶ լٵऱᎁᢝωΔؓ݁ଖ 3.21 ։Ζ ڶࢬאᠲႈઌለದࠐΔאψܓቯࣥሐױᨠᓾ࡙ؑࣟནωࡉψܓቯࣥሐᔞٽ࿇୶ࠠඒ ߛࢤऱ᧯᧭೯ωࠟृᖞ᧯ؓ݁ଖ (3.44 ։) ່։Δ່܅ঞψܓቯࣥሐڶආኴ᧯᧭ ೯ωΔؓ݁ଖ 2.77 ։Ζૉਢאᖞ᧯૿ֺٻለΔψტࡴ᧯᧭ωዌ૿ᖞ᧯ؓ݁ଖ 3.42 ։ ່Δࠉڻψ৸᧭᧯ەω(3.26 ։)Ε ψᣂᜤ᧯᧭ω(3.15 ։)Ε ψ۩೯᧯᧭ω(3.09 ։)Δۖא ψൣტ᧯᧭ω૿݁ؓٻଖ (3.06 ։) ່܅Ζ
45 51
33-52 2009 ߄ 7 Γαीᡂᆶၯ࠼Ҷ໕ᡏᡍৡ౦܄ϩ ტࡴ᧯᧭ ൣტ᧯᧭ ৸᧭᧯ە ۩೯᧯᧭
ႈؾ ࢤܑ ߊ Ֆ tଖ
*PЉ0.05
9.05 9.28 -1.02
9.67 9.87 -0.92
9.02 9.38 -1.15
9.29 9.56 -1.37
10.24 10.26 -0.12
9.18 9.18 0.01
9.79 9.75 0.17
9.19 9.31 -0.37
9.40 9.57 ** -0.63
10.67 10.33 10.39 10.22 9.62 10.29 1.75
10.56 9.14 9.41 9.09 8.41 9.43 * 2.35 1>5
9.56 9.89 10.16 9.51 9.13 10.57 * 2.40
10.22 9.24 9.61 9.08 8.06 9.57 ** 3.34 3>5
10.22 9.63 9.57 9.47 8.25 10.00 *** 4.14 2, 3, 4>5
10.22 10.30 10.00 0.13
9.06 9.38 8.00 1.14
9.67 10.00 8.00 1.64
9.08 9.43 9.00 0.99
9.33 9.63 8.00 1.45
11.00 10.13 9.80 10.49 10.13 10.59 2.58*
11.5 7.50 8.71 9.16 9.28 9.70 *** 4.33 1Ї2, 3
10.67 8.50 9.04 9.71 10.10 10.30 *** 4.20 5Ї3
11.67 7.25 8.67 9.06 9.45 9.85 *** 5.13 1Ї2, 3
10.67 7.88 9.02 9.45 9.58 9.81 ** 3.11
9.90 9.63 10.35 9.61 12.00 1.89
9.10 9.09 9.93 9.06 11.00 1.75
9.98 10.47 ** -3.12
ࡺ۰چ ࣟᗼؑ ࠡהᗼؑ tଖ ڣ 20ᄣאՀ1 21-30ᄣ2 31-40ᄣ3 41-50ᄣ4 51-60ᄣ5 61ᄣאՂ6 Fଖ ࠃ৵ֺለ ദৗ բദ آദ ࠡה Fଖ ඒߛ࿓৫ ഏ՛אՀ1 ഏխ2 խ3 റઝ4 Օᖂ5 ઔߒࢬ6 Fଖ ࠃ৵ֺለ ᄐ ۞ᛜࠃᄐ ࠹ႄृ റᖂس ಯٖ୮ጥ ࠡה Fଖ
ᣂᜤ᧯᧭
10.02 10.29 10.44 9.97 12.00 1.28
9.07 9.03 10.05 8.90 10.00 2.77
9.83 9.26 9.91 9.29 9.00 1.98
**PЉ0.01 ***PЉ0.001
ሏড়ഗ᧢ءႈኙሏড়᧯᧭ฆࢤ։࣫Δڕ। 7 ࢬقΖڇψტࡴ᧯᧭ωխΔՖࢤऱტ ࠹࿓৫᧩ထ࣍ߊࢤ (t ଖ= -3.12)Ι ψᣂᜤ᧯᧭ωዌ૿ᇙΔࠐ۞ࠡהᗼؑऱሏড়ֺࣟᗼؑ ऱሏড়᧩ڶထለऱტ࠹࿓৫ (t ଖ= -0.63)ΙྥۖΔࡉڣඒߛ࿓৫ૉࢬڶլٵΔڇψൣ ტ᧯᧭ω Ε ψ৸᧭᧯ەω Ε ψ۩೯᧯᧭ωፖψᣂᜤ᧯᧭ωխ᧩ڶထฆΔ܀ਢᆖࠃ৵ᛀࡳհ৵ ࿇Δ ڇڣ20 ᄣאՀऱሏড়ઌለ 51-60 ᄣሏড়᧩ڶထለऱψൣტ᧯᧭ωტ࠹ (F ଖ= 2.35)Δ31~40 ᄣֺ 51~60 ᄣڶለ᧩ထऱψ۩೯᧯᧭ωტ࠹(F ଖ= 3.34)Δ؆Δ20 ᄣאՀΕ 31~40 ᄣࡉ 41~50 ᄣऱሏড়ઃֺ 51~60 ᄣڶለ᧩ထऱψᣂᜤ᧯᧭ωტ࠹(F ଖ= 4.14)Δ۟࣍ ඒߛ࿓৫ഏ՛אՀऱሏড়ઌለഏխ֗խሏড়᧩ڶထለऱψൣტ᧯᧭ω(F ଖ= 4.33) 46 52
ፖψ۩೯᧯᧭ωტ࠹ (F ଖ= 5.13)ΔۖՕᖂᖂᖵऱሏড়ֺխᖂᖵऱሏড়᧩ڶထለ ऱψ৸᧭᧯ەωტ࠹(F ଖ= 4.20)Ζ ႈؾ ᇷಛࠐᄭ ནរႚ1 ሽီᐖᐾ2 ጻᎾጻሁ3 ᘣ֖տฯ4 ີᠧ5 ࠡה6 Fଖ ࠃ৵ֺለ ளሏڻᑇ รԫڻ1 รԲڻ2 รԿڻ3 รڻ4 รնאڻՂ5 Fଖ ೖఎழၴ ֚ת1 ԫ֚2 Բ֚ԫ࡙3 Կ֚Բ࡙4 Fଖ ޢԳक़၄ क़၄1 1~500ց2 501~1000ց3 1001~1500ց4 1500ցאՂ5 Fଖ ࠃ৵ֺለ ٵ۴ ᗑ۞1 ୮Գ2 ᘣ൯֖ࣛ3 ٵᖂΕஃ९4 ࠃٵ5 ளሏቸ᧯6 ࠡה7 Fଖ
߄ 8 ਓၯ܄ᆶၯ࠼Ҷ໕ᡏᡍৡ౦܄ϩ ტࡴ᧯᧭ ൣტ᧯᧭ ৸᧭᧯ە ۩೯᧯᧭ 9.71 9.57 10.91 10.32 10.08 10.21 2.33* 3Ї1, 2, 5
9.33 8.57 8.86 9.11 9.57 8.96 0.88
9.76 9.86 9.73 9.68 10.02 9.92 0.34
9.14 8.57 9.18 9.16 9.65 8.75 0.94
9.38 9.86 8.86 9.42 9.87 8.92 1.83
10.13 10.31 10.32 10.55 10.58 0.92
8.98 9.37 9.73 9.82 9.23 1.37
9.70 10.11 9.64 8.91 9.97 1.38
9.16 9.39 9.64 9.09 8.90 0.55
9.44 9.58 9.68 9.91 8.81 1.51
10.17 10.38 10.23 10.00 0.50
9.06 9.24 9.40 8.50 0.54
9.61 9.85 10.13 9.50 1.16
9.05 9.36 9.44 8.50 0.76
9.47 9.46 9.35 8.50 0.27
10.22 10.28 10.20 10.48 9.55 1.17
8.74 9.11 9.39 9.65 8.64 * 2.44 3, 4Ї1
9.47 9.67 9.92 10.24 9.18 2.01
8.70 9.15 9.35 10.06 8.09 *** 4.64 4Ї1
9.09 9.37 9.68 9.61 9.45 1.52
8.00 9.86 9.71 10.25 9.13 11.27 6.86 *** 8.40 2, 3Ї7Ι 4, 6Ї1, 7
7.50 9.36 9.11 9.62 8.63 10.09 6.86 4.15***
7.80 9.50 9.24 9.79 9.29 10.91 7.00 *** 6.69 2Ї7Ι 4, 6Ї1, 7
9.00 9.79 11.00 10.50 3.67*
8.52 9.22 4.00 10.11 *** 5.30
8.61 9.43 9.00 10.43 *** 5.89
9.40 10.43 10.11 10.46 9.88 10.18 8.86 ** 2.94
ࠃ৵ֺለ ٌຏՠࠠ ᖲ߫ ۞߫ش ᆬᔏ߫ ߫ Fଖ *
ᣂᜤ᧯᧭
9.61 10.34 6.00 10.29 *** 6.13
7.20 9.33 9.15 9.59 8.50 10.55 5.86 *** 8.540 3Ї7Ι 2, 4, 6Ї1, 7
8.55 9.14 8.00 10.21 ** 4.14
PЉ0.05 **PЉ0.01 ***PЉ0.001
47 53
33-52 2009
ᣂ࣍ሏড়ளሏࢤլٵΔሏড়ऱٖၵ᧯᧭ฆࢤ։࣫Δڕ। 8 ࢬقΖளሏᇷಛࠐᄭ᧢ ႈᆖመࠃ৵ᛀࡳ࿇ΔຘመψጻᎾጻሁω࠷ளሏᇷಛऱሏড়ઌለൕψளሏནរႚωΕ ψሽီᐖᐾω֗ψີᠧω࠷ᇷಛऱሏড়ڶለ᧩ထऱψტࡴ᧯᧭ωტ࠹ΙޢԳक़၄ ऱլڇٵψൣტ᧯᧭ωፖψ۩೯᧯᧭ωՂ᧩ڶထฆΔࠡխक़၄ ڇ501~1500 ցऱሏড়ֺ क़၄ृ᧩ڶထለऱψൣტ᧯᧭ωტ࠹Δक़၄ 1001~1500 ցऱሏড়ઌለक़၄ृڶለ ऱψ۩೯᧯᧭ωტ࠹Ιளሏٵ۴լڇٵնଡ᧯᧭૿ٻՂ᧩ڶထฆΔ܀ᆖመࠃ৵ᛀ ࡳ࿇ΔೈԱࠃٵڶຩ۴հ؆Δࠡ塒ጟᣊীऱளሏٵ۴ઃֺψࠡהωᣊীऱளሏٵ۴ڶ ᧩ထለऱψൣტ᧯᧭ωტ࠹Δ؆Δڶ୮ԳΕٵᖂஃ९ࢨளሏቸ᧯۴ᙟऱሏড়ઌለ࣍ψࠡ הωᣊীऱٵ۴ઃڶለ᧩ထऱψ৸᧭᧯ەω֗ψᣂᜤ᧯᧭ωტ࠹Ζ (Կ) ளሏრွࡉٖၵ᧯᧭հઌᣂࢤፖಱូ։࣫ ளሏრွࡉٖၵ᧯᧭ऱઌᣂࢤᆖؼطዿཤᗨઌᣂᛀྒྷऱ࣠࿇Δૉٺאଡளሏრ ွۖߢΔขრွ (0.587)Εᔆრွ (0.600αࠟृઃፖൣტ᧯᧭ऱઌᣂࢤ່Δۖࣚ೭ რွፖൣტ᧯᧭Εᣂᜤ᧯᧭ऱઌᣂࢤ່Δࠟृઃሒࠩ 0.699Ζ༉ᖞ᧯ۖߢΔளሏრွऱ ψขრွω Ε ψᔆრွω Ε ψࣚ೭რွωԿଡዌ૿ࡉٖၵ᧯᧭ऱψტࡴ᧯᧭ω Ε ψൣტ᧯᧭ω Ε ψ৸᧭᧯ەω Ε ψ۩೯᧯᧭ω Ε ψᣂᜤ᧯᧭ωնଡዌ૿Δࠟࠟิܑऱ᧢ႈհၴઃ᧩ڶထإઌᣂ (। 9)Δ।ق౨ၞԫޡආشಱូ։࣫൶ಘளሏრွኙٖၵ᧯᧭հᐙ࿓৫Ζ ߄ 9 ਓၯཀຝکҶ໕ᡏᡍϐ࣬ᜢϩ ٖၵ᧯᧭
ტࡴ᧯᧭
ൣტ᧯᧭
৸᧭᧯ە
۩೯᧯᧭
ᣂᜤ᧯᧭
ขრွ
0.275***
0.587***
0.574***
0.528***
0.507***
ᔆრွ
0.403***
0.600***
0.533***
0.512***
0.455***
ࣚ೭რွ
0.311***
0.699***
0.574***
0.683***
0.699***
ளሏრွ
*
PЉ0.05 **PЉ0.01 ***PЉ0.001
൷ထΔڇளሏრွፖٖၵ᧯᧭ٻ૿ٺऱಱូ։࣫ (। 10)ᅝխΔᔆრွ֗ࣚ೭ რွࠟႈኙტࡴ᧯᧭ऱቃྒྷԺሒࠩ᧩ထֽᄷΔᇞᤩၦ։ܑ 16.0%Ε17.0%Ιࣚ೭რွΕ ᔆრွ֗ขრွኙൣტ᧯᧭ࠠڶቃྒྷԺΔᇞᤩၦࠉݧ 48.7%Ε55.9%Ε56.5%Δቃྒྷ Ժຟሒࠩ᧩ထֽᄷΙขრွΕᔆრွ֗ࣚ೭რွኙ৸᧭᧯ەऱᇞᤩၦ։ܑ 32.8%Ε 39.4%Ε43.0%ΔԿႈऱࣚ೭რွቃྒྷԺ݁ሒࠩ᧩ထֽᄷΙኙ۩೯᧯᧭ࠠڶቃྒྷԺऱ᧢ႈਢ ࣚ೭რွࡉᔆრွΔࠟႈ݁ሒࠩ᧩ထֽᄷΔᇞᤩၦ։ܑ 46.5%Ε49.5%Ι۟࣍ኙᣂᜤ ᧯᧭ቃྒྷԺڶሒࠩ᧩ထֽᄷऱ᧢ႈࣚ೭რွࡉᔆრွࠟႈΔᇞᤩၦࠉݧਢ 48.7%Ε 49.6%Ζ່৵Δ༉ଡܑளሏრွኙᖞ᧯ٖၵ᧯᧭ऱಱូ։࣫ቃྒྷխ࿇Δࣚ೭რွኙᖞ᧯ ऱٖၵ᧯᧭ᇞᤩၦ 53.8%Δȕ ଖ 0.506Ιᔆრွऱຝ։ኙᖞ᧯ٖၵ᧯᧭ऱᇞᤩၦ 60.5%Δȕ ଖ 0.275Ιขრွኙᖞ᧯ٖஒ᧯᧭ऱᇞᤩၦ 61.2%Δȕ ଖ 0.126Δ࣠᧩ قሏড়ऱࣚ೭რွΕᔆრွΕขრွԿृଡܑઃኙᖞ᧯ٖၵ᧯᧭ტ࠹࿓৫᧩ڶထऱᐙ ԺΖ 48 54
ᑓڤ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
۞᧢ႈ ᔆრွ ࣚ೭რွ ࣚ೭რွ ᔆრွ ขრွ ขრွ ᔆრွ ࣚ೭რွ ࣚ೭რွ ᔆრွ ࣚ೭რွ ᔆრွ ࣚ೭რွ ᔆრွ ขრွ
ࠉ᧢ႈ ტࡴ᧯᧭ ტࡴ᧯᧭ ൣტ᧯᧭ ൣტ᧯᧭ ൣტ᧯᧭ ৸᧭᧯ە ৸᧭᧯ە ৸᧭᧯ە ۩೯᧯᧭ ۩೯᧯᧭ ᣂᜤ᧯᧭ ᣂᜤ᧯᧭ ٖၵ᧯᧭ ٖၵ᧯᧭ ٖၵ᧯᧭
R 0.403 0.420 0.699 0.750 0.755 0.574 0.631 0.661 0.683 0.706 0.699 0.706 0.734 0.780 0.785
߄ 10 ᘜϩ Adj R2 R2 0.163 0.160 0.176 0.170 0.488 0.487 0.562 0.559 0.569 0.565 0.330 0.328 0.398 0.394 0.436 0.430 0.467 0.465 0.498 0.495 0.489 0.487 0.499 0.496 0.539 0.538 0.608 0.605 0.616 0.612
Fଖ 56.39 30.89 276.70 185.48 126.95 142.86 95.46 74.31 253.78 143.47 277.60 143.94 339.24 50.72 6.01
bଖ 0.204 0.061 0.434 0.226 0.055 0.247 0.207 0.159 0.457 0.159 0.387 0.074 1.207 0.743 0.220
ȕଖ 0.403 0.136 0.699 0.320 0.120 0.574 0.311 0.271 0.683 0.209 0.699 0.118 0.506 0.275 0.126
tଖ 7.51 *** 2.16 * 16.6 *** 6.98 *** 2.21 * 12.00 *** 5.70 *** 4.44 *** 15.93 *** 4.26 *** 16.66 *** 2.40 * 10.02 *** 6.06 *** 2.45 *
PЉ0.05 **PЉ0.01 ***PЉ0.001
*
ᓵፖ৬ᤜ (ԫ)ᓵ ᖕছ૪ऱᇷற։࣫࣠Δءઔߒ༼אנՀᓵΚ ԫΕᖕ֮ᇷற֗ᄐृᓫ࣠Δܓቯࣥሐषࠠڶઌᅝ᠆༄հٖၵᇷᄭΔץਔΰԫα ೯ཬढسኪᇷᄭΰԲαནᨠᛩቼᇷᄭΰԿαᙊ֮ܿ֏ᇷᄭΰαຝᆵԳ֮ᇷᄭΰնαልޘ ᇷᄭΰքα塄سભଇᇷᄭΖᇨءڕઔߒছ૪Δ᠆༄ڍᑌऱٖၵᇷᄭΔإਢ܂வ֒ψٖ ၵขᄐωऱഗ៕ΔܓቯࣥሐषբࠠໂڼයٙΔૉ౨ړړቤࠀଫسኪঅߛΔܓቯࣥሐ षലګױࣟسኪளሏٖၵ᧯᧭հૹᖕរΖ ԲΕषٖၵขᄐհ᧯᧭೯Δطᓫփ୲֗ሏড়ം࠴ូवΔؾছܓቯࣥሐष ᧯᧭೯ڶΰԫαආኴ᧯᧭ΰԲαᓾဢΕᓾᘛΕظسኪ᧯᧭ΰԿαᖫগᐋᨠኘ᧯᧭ΰα මΕමᔩ DIY ᧯᧭ΰնαભଇ᧯᧭ΰքα۰᧭᧯֏֮اΰԮαاമ᧯᧭ڍጟ ᧯᧭೯Ζૉ౨ᖞٽຍࠄբڶհ᧯᧭೯Δࠀەሏড়հᏁޣၲ࿇ࠠ໌ڶრհ᧯᧭೯ࢨ ޏၞ᧯᧭೯փොΔࠀ೯ࡳᠲΕᘜԵધ࢚Δઌॾؘ౨ᨃሏড়հٖၵ᧯᧭ఎՀᣄ אᗣᄰհٱွΖ ԿΕᆖኔᢞ։࣫वΔ۟ܓቯࣥሐषሏनհሏড়હནైڂլٵΔڇԳՑ᧢ႈֱ૿Δ ڂψڣωΕψඒߛ࿓৫ω Ε ψᄐω Ε֗ψࡺ۰چωႈؾլٵΔሏড়հٖၵ᧯᧭ტ࠹࿓৫ ܧ᧩ထฆΖڇளሏࢤֱ૿Δڇψᇷಛࠐᄭω Ε ψޢԳक़၄ω Ε ψٵ۴ω֗ψٌຏՠ ࠠωႈؾլٵΔሏড়հٖၵ᧯᧭ტ࠹࿓৫ٍܧ᧩ထฆΖ᧩قሏড়ٖၵ᧯᧭հტ࠹࿓ ৫ΔೈԱԳՑ᧢ႈլڶۖٵฆ؆Δሏড়հளሏࢤΔٍᄎᐙሏড়հٖၵ᧯᧭ტ࠹࿓৫Ζ Ε۟ܓቯࣥሐषளሏհሏড়હནైڂլٵΔڇԳՑ᧢ႈֱ૿Δڂψڣω Ε ψദৗ 49 55
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णउω Ε ψඒߛ࿓৫ω֗ψᄐωႈؾլٵΔሏড়ኙளሏრွܧ᧩ထฆΖڇளሏࢤ ֱ૿Δڇψೖఎழၴω Ε ψޢԳक़၄ω Ε ψٵ۴ω֗ψٌຏՠࠠωႈؾլٵΔሏড়ኙள ሏრွٍܧ᧩ထฆΖ᧩قሏড়ኙளሏհრွΔೈԱԳՑ᧢ႈլڶۖٵฆ؆Δሏড়հ ளሏࢤΔٍᄎᐙሏড়ኙளሏრွհტ࠹࿓৫Ζ նΕᆖኔᢞ։࣫वΔሏড়հளሏრွፖٖၵ᧯᧭ܧإઌᣂΔٍܛሏড়ኙளሏრွ ။૿إΔሏড়ऱٖၵტ࠹࿓৫။Ζڼڂषᚨൎ֏ሏড়ኙषհψขრွω Ε ψᔆრ ွω֗ψࣚ೭რွωհݮ૿إွΔ֒༼אሏড়ऱٖၵ᧯᧭ტ࠹࿓৫Δၞۖআࠌࠡտฯᘣ֖ ࢨ٦৫ૹሏܓቯࣥሐषհრᣋΖ (Բ)৬ᤜ ຘመءઔߒՂ૪ऱᖞ᧯ᓳ࣠Δ༼ܓנቯࣥሐၢޘष۩ڇࠐآᔭፖ᧯᧭೯ቤ Ղऱࠠ᧯৬ᤜΔٵழٍࠎ༼ױઌۿऱၢٖޘၵขᄐ࿇୶षەΖଈ٣Δ۩ڇᔭױሎش նՕฃᑓิ৬ዌݙנᖞऱ᧯᧭ᖄٻฃΔאሒࠩၲࢷ၄ؑፖ༼֒ةᥛᤁञԺհؾ ᑑΔץਔΚ 1.៶طቹ֮ΕۥΕଃயΕ࠺Εᔆޗڍᑌ֏ऱ᧯᧭տΔ୶נԫીࢤऱᠲଅ Δאၞ۩ტࡴ᧯᧭Δ֧ܮሏড়ऱؾ٠Ζ 2.ױሎشਚࠃΕᤁΕᙇࢸΕ֏֮ٽᆏᐜ೯ֱڤΔאၞ۩ൣტ᧯᧭Δ֧࿇ሏড় ऱൣტΔᏺၞሏড়ऱፖტ֗࢘ᇨ৫Ζ 3.ױჸسኪᇞᎅΔղሏড়౨ജ֘ਠسኪ࢚ࡉขᄐۥऱᇷಛΔאၞ۩৸᧭᧯ەΔ আၞሏড়ൕᄅऱᨠរࠐტ࠹᧯᧭ऱᏝଖΖ 4.֧ױᖄࢨቔᚐሏড়᧢ޏ९ཚऱளሏࢤΔ᧯᧭լٵऱ೯ΕسীኪࢨԳᎾյ೯ֱ ڤΔאၞ۩۩೯᧯᧭Δᐙሏড়ኙ᧯᧭ऱ֘ᚨΖ 5.ױಾኙࡳቸ᧯Δ༼נፖ֮ࠡ֏Ꮭଖઌฤऱ္ޣΔࠀআၞቸ᧯ګၴऱٌੌᄮຏΔ אၞ۩ᣂᜤ᧯᧭Δ࠷אሏড়ኙ᧯᧭ऱ৫ᎁٵΖ ؆Δ᧭᧯ڇ೯ቤֱ૿ױሎ᧭᧯ش೯ૠնޡᨏΔૠנ౨የߩሏড়Ꮑޣऱ᧯ ᧭೯ΔץਔאՀնႈΚ 1.ףൎᠲፖᇷᄭࡉؾᑑؑऱᜤࢤΔ֒༼אሏড়ፖ৫Ζ 2.ૹီᒵऱᔮຫאႿທݙᖞऱٱွΔࠌᠲګࠠ᧯ऱ᧯᧭Ζ 3.ຘመრߠڃ墅ֱڤΔൕሏড়ऱߡ৫৸ەΔװאೈ૿ᒵΖ 4.אۥᇷᄭైޗΔ༼ࠎሏড়೯֫໌܂ધ࢚Δᏺ᧯᧭ऱᏝଖΖ 5.ലᇷᄭ᠏֏᠆ޓ༄ऱტࡴ೯Δࠌሏড়ีᗨڍޓऱტᤚࡉಖᖋΖ ࠡהऱຝ։༉ਢᝫޏषᖞ᧯ᛩቼΔܑףൎψࠩषٌຏհঁࢤܓω֗ψ۰മ ਜᙇᖗω Δࠠ᧯৬ᤜቝਢᏺףᝩ߫ሐΕ֘٠ᢴאፂሏড়հڜ٤Ε༼ࠎڍᑌ֏۰മᙇᖗΖ
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֧֮ش ٘ޕᐖΕᗝ࣑ശΰ2004α Ζഗ ഗ៕ٖၵᖂΖࠇקΚषᄎઝᖂ֮נठषΖ ࣥࡲᔃΰ1996)Ζֲ ֲִᑧଅནளሏრွ֗ီᤚནᨠցైհઔߒΖխΚࣟ௧Օᖂནᨠᖂ ઔߒࢬጚՓᓵ֮Ζ ٢᧵ΰ2006α Ζٖ ٖၵልᄐЁ᧯᧭ऱᨠរΖקΚဎૻڶݝֆΖ ளሏრွΕளሏየრ৫ፖૹሏრᣋհᣂএઔ ඦႂΕࣥૉᐝΕ५ᄅႁΕૃ֮ቯΰ2002α Ζள ߒΔ2002 ᨠ٠ٖၵዄ塊ளขᄐةᥛᆖᛜᖂઔಘᄎ҈ΖႂؑΖ ඩഏൄΰ2002α Ζሏ ሏড়ኙଅནሏᖈᎁवრွհઔߒЁאၺࣔ՞ഏ୮ֆႼࠏΖקΚ ஃᒤՕᖂچᖂߓ໑Փᓵ֮Ζ ຫֽᄭΰ1988α Ζሏড়ሏᖈᏁޣፖሏᖈ᧯᧭հઔಘΖ֪ ֪؆ሏᖈઔߒΔ1ΰ3α Δ25-51Ζ ຫભख़ΰ2004α Ζߨ ߨၢޘΚ֪؆ልᄐ᧯᧭ඒᖂፖڣԫᓰ࿓ૠΔልᄐᇷᄭᘜԵڣ ԫᓰ࿓ऱૹࢤΖؑקΚልࡡᄎΖ ᨠ٠֨ᖂΖקΚնতנठषΖ ිख़ΰ1994α Ζᨠ ᤕࡲႂΰ2000α ΖტࢤࣉᙰΔၞԵՕ᧯᧭ழזΖ ૠᠧΔ93Δ5-8Ζ Barlow, J. & Maul, D. (2000). Emotional Value: Creating Strong Bonds With Your Customers. San Francisco: Barrett-Koehler. Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2001). Consumer behavior. Harcourt College Publishers, Florida: Orlando. Echtner, C.M. & Ritchie, J.R.B. (1991). The meaning and measurement of destination image. The journal of tourism studies, 2(2), 2-12. Edgell & Harbaugh (1993). Tourism assessment and project development. D.C.: The George Washington University Washington. Fakeye, P. C. & Crompton, J. L. (1991). Image difference between prospective, first-time and repeat visitors to the Lower Rio Grande Valley. Journal of travel research, 30(2), 10-16. Ghani, J. A. & Deshpande S. P. (1994). Task characteristics and the experience of optimal flow in human-computer interaction. The journal of psychology, 128(4), 381-391. Gunn, C. A. (1972). Vacationscape: designing tourist regions. Austin: A University of Texas. Holbrook,M.B. & Hirschman E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings and fun. Journal of consumer research, 9(2), 132-140. 51 57
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Jenny, B. & Eugenia, W. (2004). Tourism routes as a tool for the economic development of rural areas-vibrant hope or impossible dream?. Tourism management, 25, 71-79. Mathwick, C., Malhotra, N. & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment. Journal of retailing, 77(1), 39-56. McKain, S. (2002). All business is show business. Tenn: Rutledge Hill Press. Nashville. Otto, J. E. & Ritchie J. R. B. (1996). The service experience in tourism. Tourism management 17(3), 165-174. Pine, B. J. and Gilmore, J. H. (1999). The experience economy: work is theatre and every business a stage. Boston: HBS Press. Privette, G. (1983). Peak experience, peak performance, and flow: a comparative analysis of positive human experiences. Journal of personality and social psychology, 45(6), 1361-1368. Robinette, S., Brand, C. & Lenz V. (2001). Emotion marketing: the hallmark way of winning customers for life. New York: McGraw-Hill. Schmitt, B. H. (1999). Experiential marketing: how to get customers to sense, feel, think, act and relate to your company and brands. New York : The Free Press. Vézina, R. (1999). Pour comprendre et analyser l’expérience du consommateur. Gestion, 24(2), 59-65. Williams, P. & Soutar, G. N. (2000). Dimensions of customer value and the tourism experience: an exploratory study. Queensland: ANZMAC, pp. 1415-1421.
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