(involvement)Zaichowsky, 1985BeardenNetmeyerMobley199319761.

1.

-Zaichkowsky (1994)(Personal Involvement Inventory,PII)Laurent and Kapferer (1993)CIP

: 1.

SheriffCantril1947Ego Involvement2.2.1

Zaichkowky (1985)ApslerSears (1968)

2.2.2

Bowen and Chaffe (1974)

Tyebjee (1979)

Lastovicka and Gardner (1979) Vaughn (1980; 1986)Traylor and Joseph (1984)Laurent and Kapferer (1985)

Zaichkowsky (1985)

(1)(2)(3)

McQuarrie and Munson (1987) Bloch, Sherrell, and Ridgway (1986) Higie and Feick (1989) Jain and Srinivasan (1990) McQuarrie and Munson (1992) Zaichkowsky (1994) (2000)

3105050210()20010300

11237.3%18862.7%30~39155(51.7)20~2986(28.7)40-4944(14.7)50-598(2.7)197(2.3)(22474.7)(4013.3)(3612)113(37.7)71(23.7)26(8.7)25(8.3)3(1)60(20)

Cronbach Cronbach F1V1.672**.924.316*.947 V2 .518**.483**V3.545**.315*V4.541**.444**V6.744**.432**V9.510**.187V10.459**.246V11.628**.291*V12.619**.346*V13.740**.328*V15.508**.285*

Cronbach Cronbach F2V14.562**.919.446**.918V7.362**.206V17.210.298*V18-.003.184V19.441**.517**V20.496**.575**V21.709**.597**V22.647**.546**V23.580**.495**V24.450**.664**V25.466**.621**V26.447**.554**

Cronbach Cronbach F3V5.436**.780.551**.857V8.442**.369**V16.388**.285*V27.217.648**V28 () .121.489**V29().178.483**V30.241.503**V31().362**.512**V32.390**.225**0.01 ()*0.05 ():Zaichkowsky(1985,1994)PII:(2008): &(2000): (2005): McQuarrie&Munson (1987)

CFACFA 2 (DF)1391(206) 733(179) P P > 0.05P=0.000P=0.000.900.7190.851RFI>.900.6840.852IFI>.900.7500.883TLI>.900.7810.862CFI>.900.7490.883PGFI>.500.5370.625PNFI>.500.6410.726PCFI>.500.6680.752

CR 0.7FL 0.71AVE 0.5

Kline (2005)0.850.5 0.710.75

AVECronbachs V1.82.90.64.893V2.84V3.88V4.76V6.68V23.70.89.67.883V24.91V25.97V26.65V14.72.84.57.893V22.84V19.68V20.76

CFA()AGFI0.8940.92.402.0

CR 0.7FL 0.71AVE 0.5

CFA2 (DF)139(58) P P > 0.05P=0.000.900.950RFI>.900.933IFI>.900.970TLI>.900.960CFI>.900.970PGFI>.500.594PNFI>.500.706PCFI>.500.721

0.750.870.660.760.97

112001130.730.830.750.590.68 AGFI0.8710.9

2 (DF) 157(96) P P > 0.05P=0.000.900.928RFI>.900.910IFI>.900.971TLI>.900.963CFI>.900.970PGFI>.500.642PNFI>.500.742PCFI>.500.776

(X)(Y)0.38(R)0.15

3069%PIIPII

5.1

5.1

(WHO) :

5.2

30

5.2

THANKS FOR YOUR ATTENTION

Q & A