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(297) * ** AMOS5.0 * **

(298) Dick and Basu 1994 Chaudhuri 1999 Mitchell and Boustani,1993 1987 2002 2003 金省金

(299) 1993 2002 Zaichkowsky 1985 (1) (2)(3) Biel 1992 Hagius, Poxanne and Charlotte 1993 (1)(2) (3) Bauer 1960 狀便 Cox 1967 Baird and Thomas 1985 Dowling 1986 Garretson and Clow 1999 若

(300) Featherman and Pavlou 2003 Teo and Yeong 2003 Jones and Sasser 1995 Bhote 1996 Oliver 1997 : Selnes 1993 Gronholdt, Martensen and Kristensen 2000 (1) (2) (3)(4)Heskett 2002) Dutty 2003 2004 1 6 : Keller 2001 Macdonald and Sharp 2003 Mariola and Elena 2005 1 Shimp and Bearden, 1982; Rao andmonroe, 1988Chen and He 2003

(301) 1 H5 H1 H4 H6 H2 H3 2 Samiee, 1994; Hoyer and Brown, 1990Bulletin 2003 3 Mitchell and Greatorex 1988 Dodds et al. 1991Grewal et al. 1998 Chen and He 2003 4 Dobni and Zinkhan 1990 Low 2000 5 Armstrong and Kotler 2002

(302) Baird and Thomas 1985 Mitchell and Greatorex 1988 Doolin, Dillon, Thompson and Corner 2005 6 Kim et al. 2003 Aaker 1996 Aaker 1996 Chaudhuri 1998 Griffin 2002 Griffin 2002(1) (2) (3)Likert 1-5 狀便 2008 3 16 4 16 1 500 78 422 84.4%

(303) SPSS for Windows 12.0 1 50% 50% 21-40 71.1%1 57.8% 126.8% 20001-40000 50.5% 狀 60.4%39.6% 1 ( ) (%) (%) 211 50.0 50 211 50.0 100 20 ( ) 36 8.5 8.5 21-30 192 45.5 54.0 31-40 108 25.6 79.6 41-50 63 14.9 94.5 51 23 5.5 100 8 1.9 1.9 45 10.7 12.6 113 26.8 39.3 244 57.8 97.2 12 2.8 100 101 23.9 23.9 113 26.8 50.7 109 25.8 76.5

(304) ( ) (%) (%) 金 71 16.8 93.3 14 3.3 96.6 14 3.3 100 20000 109 25.8 25.8 20001-40000 213 50.5 76.3 40001-60000 73 17.3 93.6 60001-80000 17 4.0 97.6 80001 10 2.4 100 167 39.6 39.6 255 60.4 100 1. Cronbach s 若 Cronbach s 0.7 Cronbach s 0.35 0.7 Cronbach s 若 0.35 Cronbach s 2 Cronbach s 0.846 Cronbach s 0.827 Cronbach s 0.763 Cronbach s 0.882 0.763 0.882 2 Cronbach s α 0.846 0.827 0.763 0.882

(305) 2. 若 Likert-type scale 1 2 3 4 5 1. 3 3.07 3.71 3.48 3.71 3.07 3 3.39 0.94341 3.66 0.8071 3.07 0.9963 3.33 0.9660 若 3.43 0.9111 3.71 0.9257 3.68 0.9822 3.60 0.9138 3.48 1 5 1234 5

(306) 2. 4 2.80 3.92 3.45 3.92 2.80 4 3 3.49 0.7971 3.92 0.6963 3.80 0.7716 2.80 1.0324 3.12 0.9004 3.01 0.9648 3.92 0.8219 3.55 0.9256 3.45 3. 5 2.89 3.84 3.34 3.84 2.89 5 2.89 0.7945 3.84 0.7619 3.46 0.8280 2.95 0.9782 3.55 0.8964 3.34 3

(307) 4. 6 3.27 3.70 3.50 3.70 3.27 6 3.65 0.7984 3.47 0.8897 3.70 0.7834 3.27 0.9485 3.42 0.8674 3.50 3 LSD 1. 7 F=4.634 P=0.032 F=4.426 P=0.036

(308) 7 F P (n=211) (n=211) 3.53 3.61 3.44 3.58 3.28 3.37 3.41 3.57 1 * P<0.05 21 2 1.208 (0.272) 4.634 (0.032)* 1.896 (0.169) 4.426 (0.036) * 2>1 2>1 2. 20 21-30 31-40 41-50 51-60 61 8 20 (n=36) 8 21-30 (n=192) 31-40 (n=108) 41-50 (n=63) 51-60 (n=21) 61 (n=2) 3.89 3.51 3.56 3.60 3.62 3.00 3.72 3.47 3.56 3.44 3.57 3.00 3.44 3.32 3.27 3.25 3.76 3.00 3.83 3.41 3.47 3.57 3.52 3.00 F P 2.121 (0.062) 1.315 (0.257) 2.188 (0.055) * 2.203 (0.053) 1 * P <0.05 21 20 2 21-30 3 31-40 4 41-50 5 51-60 6 61

(309) 3. 9 F=2.592 P=0.036 F=2.674 P=0.032 9 F P (n=8) (n=45) (n=113) (n=244) (n=12) 1.561 3.38 3.71 3.62 3.51 3.83 (0.184) 1.453 3.25 3.56 3.62 3.46 3.58 (0.216) 2.592 3.13 3.44 3.41 3.25 3.75 (0.036)* 5 4 3 1 2.674 3.00 3.53 3.56 3.44 4.00 5 1 (0.032)* 5 4 1 * P <0.05 21 2 3 4 5 4. 10 F=3.396 P=0.003 5. 20000 20001-40000 40001-60000 60001-80000 80001-100000 100001 11 F=3.039 P=0.010

(310) (n=101) 10 (n=113) (n=109) (n=8) (n=6) (n=14) (n=71) 3.46 3.50 3.66 3.75 3.67 3.64 3.66 3.46 3.54 3.61 3.25 3.17 3.43 3.48 3.18 3.22 3.49 3.00 3.50 3.71 3.41 3.36 3.42 3.58 3.50 3.33 3.50 3.66 F (P ) 1.277 (0.267) 1.007 (0.420) 3.396 (0.003)* 1.536 (0.165) 3 1 6 1 7 1 3 2 6 2 6 4 1 * P <0.05 21 2 3 4 5 6 7 11 20001-40001- 60001-80001- 100001 40000 60000 80000 100000 (n=213) (n=73) (n=17) (n=7) (n=3) 20000 (n=109) 3.63 3.48 3.68 3.53 4.14 3.33 3.54 3.47 3.58 3.53 3.86 3.00 3.34 3.30 3.33 3.53 3.71 3.00 3.50 3.40 3.62 3.71 4.29 3.00 F P 2.213 (0.052) 1.033 (0.398) 0.914 (0.472) 3.039 (0.010)* 5>1 3>2 5>2 5>3 5>6 1 * P <0.05 21 2 3 4 5 6 20000 20001-40001 40001-60000 60001-80000 80001-100000 100001

(311) 6. 狀狀 12 狀 F=4.539 P=0.034 F=4.126 P=0.043 F=3.861 P=0.050 12 狀狀 F (n=167) (n=255) P 3.52 3.65 3.45 3.60 3.27 3.41 3.43 3.58 1 * P <0.05 21 2 3.364 (0.067) 4.539 (0.034)* 4.126 (0.043)* 3.861 (0.050) * 2>1 2>1 2>1 1. measured variable latent variable (1) measurement model (2)structural model AMOS5.0

(312) Maximum Likelihood, ML 2 χ df 3 若 Hair, Anderson and Tatham, 1998 GFI Goodness of Fit Index 0.921 AGFI Adjusted Goodness of Fit Index 0.921 1 1 Root Mean Square Error of Approximation, RMSEA 0.178 RMR Root Mean Square Residuals 0.008 SRMR Root Mean Square Residual 0.008 NFI Normed Fit Index 0.982 RFI Relative Fit Index 0.962 IFI Incremental Fit Index 0.968Comparative Fit Index, CFI 0.943 13 13 LR X2 P >0.05 X2=28.004 P=0.000 GFI GFI>0.90 0.921 <0.05 RMSEA 0.05~0.08 0.178 RMR RMR<0.05 0.008 SRMR SRMR<0.05 0.030 AGFI AGFI>0.90 0.921 NFI NFI>0.90 0.962 RFI RFI>0.90 0.900 IFI IFI>0.90 0.968 CFI CFI>0.95 0.943 2. 14 0.05

(313) 14 C.R. 0.601 15.422* -0.110-2.824* 0.491 11.341* -0.179-3.308* 0.230 5.320* -0.176-5.018* * 0.05 3. 14 1 2 3 4 5 6 15 15 1 2 3 4 5 6

(314) 1. 2. 3. 4. 1. 2.

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