--- C

A Study on Taiwan Senior Citizens Purchasing Behavior for

Health Maintenance

A Thesis Submitted to Master Program of Management for Executives

College of Management National Chiao Tung University

in partial Fulfillment of the Requirements for the Degree of Executive Master

of Business Administration

March 2005

Hsinchu, Taiwan, Republic of China

--- C

EBM

AIO

i

A Study on Taiwan Senior Citizens Purchasing Behavior for Health Maintenance

Student: Chang, Chia-Sheng Advisor: Chen, Quang-Hua

Master Program of Management for Executives National Chiao Tung University

Abstract

Among the many factors affecting medical expenses, the population aging is the single most concurred upon by scholars examining the fiscal balance of the Taiwanese National Health Insurance. According to the estimate of population structure by Council for Economic Planning and Development and Ministry of the Interior, the older population will increase extremely high. Population aging is a necessary consequence of the population transition and that will be the new commercial chance for medical industry.

We study on the elderly nursery market to know the difference about people segregating in purchasing the care. Also, we wish to study the elements that influence the elderly nursery care purchasing behaviors. Therefore, the resources of nursery care might be efficiently used, and the service marketing will be improved as well. Through this research on Taiwan elderly citizens purchasing behavior for health maintenance, we hope there will be better understanding about the core elements for the elderly nursery care services and promoted appropriate strategies for the elderly nursery care organization and for the government authority.

In experimental research, we make use of questionnaires investigation reports from one medical center. The EBM consumer purchasing behavior model is used as a conceptual framework, and the AIO lifestyle variables are used as a basis for market segmentation. Demographic factors, product properties, and consumption reality variables are used to describe the characteristics and behavior of consumers. All data analyzed with following methods: Frequency Distribution Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, Discriminant Analysis, ANOVA Analysis, Scheffes Test and Chi-square Test.

The research result shows that the consumers could be effectively segregated by lifestyle variables. Among the three segments, demographic variables, purchase motive variable, sources of information, product properties and consumption reality variables are significant predictions of product choice. The results and recommendations of this research could help the elderly nursery care providers form their product, price, place, and promotion strategy.

ii

EMBA

iii

i ii iii iv vii x 1

1.1. 1

1.2. 1

1.3. 1

1.4. 1

1.5. 2

1.6. 2

1.7. 3

5

2.1. 5

2.1.1 5

2.1.2 7

2.1.3 9

2.2. 10

2.2.1 10

2.2.2 10

2.2.3 13

2.3. 15

2.3.1 15

2.3.2 16

2.3.3 17

2.3.4 19

2.4. 27

2.4.1 27

2.4.2 28

2.4.3 31

iv

2.4.4 33

2.4.5 33

2.5. 34

2.5.1 34

2.5.2 37

2.5.2.1 37

2.5.2.2 37

2.5.2.3 38

2.5.2.4 38

2.5.2.5 40

2.6. 41

42

3.1 42

3.1.1 42

3.1.2 43

3.2 45

3.3 46

3.4 51

3.5 55

3.6 57

3.6.1 57

3.6.2 58

3.7 59

60

4.1 60

4.1.1 60

4.1.2 60

4.1.3 60

4.2 62

4.2.1 62

4.2.2 66

4.2.3 67

v

4.2.4 67

4.3 70

4.3.1 70

4.3.2 71

4.3.3 72

4.3.4 72

4.3.5 73

4.3.6 74

4.3.7 75

4.3.8 76

4.4 77

4.5 77

4.6 78

4.6.1 78

4.6.2 79

4.6.3 80

4.6.4 81

4.7 82

4.7.1 82

4.7.2 85

4.8 87

4.9 88

91

5.1 91

5.2 93

5.3 100

101

108

vi

2-1 7

2-2 14

2-3 15

2-4 18

2-5 19

2-6 19

2-7 27

2-8 32

2-9 AIO 33

2-10 34

2-11 37

2-12 38

2-13 38

2-14 38

2-15 40

3-1 44

3-2 45

3-3 47

3-4 48

3-5 48

3-6 48

3-7 49

3-8 50

3-9 53

3-10 53

3-11 53

3-12 53

3-13 54

3-14 54

3-15 54

3-16 54

vii

3-17 55

3-18 55

3-19 58

3-20 59

3-21 59

4-1 60

4-2 60

4-3 60

4-4 61

4-5 61

4-6 61

4-7 KMO 62

4-8 KMOBarlett 63

4-9 63

4-10 63

4-11 63

4-12 64

4-13 64

4-14 64

4-15 65

4-16 65

4-17 65

4-18 65

4-19 Wilks Lambda 66

4-20 67

4-21 67

4-22 68

4-23 68

4-24 Scheffs 69

4-25 70

4-26 70

4-27 71

viii

4-28 72

4-29 73

4-30 73

4-31 74

4-32 75

4-33 76

4-34 77

4-35 78

4-36 79

4-37 80

4-38 80

4-39 81

4-40 KMOBarlett 82

4-41 82

4-42 83

4-43 83

4-44 84

4-45 84

4-46 84

4-47 84

4-48 85

4-49 85

4-50 86

4-51 Scheffs 87

4-52 87

4-53 89

ix

1 3

2-1 5

2-2 6

2-3 2002 6

2-4 8

2-5 8

2-6 14

2-7 S->O->R 17

2-8 18

2-9 19

2-10 Nicosia 21

2-11 Howard-Sheth Model 22

2-12 Engel-Blackwell-Miniard 24

2-13 Maslow 25

2-14 Lazer 27

2-15 29

2-16 30

2-17 31

3-1 43

3-2 52

3-3 57

x

1

1.1 84 93

1

2

3

1.2

1. 2. 3.

1.3

1.4 65

1 65 7 2 1990 0.3970.351 3 15 64 14 65

1.5

4. 3.

2.

1.

65

1.6

1.

2.

3.

4.

5.

2

6.

7.

1-51

1

1.7

1. (1) (2)

2.

3

4

1. 2.

2.1

2.1.1

(WHO)657%(ageing society)14%(aged society)2000205035%(2-1)

2-1 ( 2000) 91 140 2002)

10202322

2-2

5

(2-2)

6

2-2 ( IEK )

4

52-3

, 19892023 2,383 2050 2,125

4 , 5

2-3 2002

7

2.1.2

2-1 (WHO, 2002)

2-1

(KITTZ IEK )h

20% 40% 77%

( 2-4)

20%

40% 77%

2-4 ( IEK )

2001 10.92 2025 37.38 2-52001 246 2025 1,089 21 5 (2000 )

2-5 ()

8

9

2.1.3

6

(, 2002)

quality of life(,1987)

Activities of Daily Living, ADLsInstrumental Activities of Daily Living, IADLsADLs

ADLsLiang, 1986IADLs ADLs ADLs

ADLs , 1998

ADLsIADLs

Chong, 1997

62002

10

2.2

2.2.1

2003

Aranda and Hayman-White, 2001 (, 1987)

/

Liang, 1986; Day1987; Gimmy, 1988

2003

2.2.2

(disability)(ADL)

(1995):

1950

11

1960(Aging in place)

(1998 )

Evashwick

()

;(1999;2002)

(label)

12

KTV

(Life Support Advisor)

;

13

2.2.3

Kotler

Zeithaml 1982

1992ParasuramanZeithaml and Berry1985) 1.(intangibility)

2.(inseparability)

3.(heterogeneity)

(1) (2) (3)

4.(perishable)

1964McCarthy

4P (Personnel) (Physical facilities)(Process management) 7PS

1984 2-6 A. Essential Attribute

B. Formal Attribute

C. Perceived Attribute

interaction

D. Augmented Attribute

2-2

2-6

14

15

2.3

2.3.1

Nicosia(1968)

Demby(1973)

EngelKollat & Blackwell(1973)

Pratt(1974)

Williams(1982)

Peter and Olson(1990)

Schiffman & Kanuk(1991)

Engel, Miniard & Blackwell 1993

Kotler (2000)

2-3

2-3 Nicosia 1966 Demby 1973

Engel Kollat & Blackwell

1973

16

Pratt

1974

Williams

1982

Peter & Olson

1987

Schiffman & Kanuk

1991

Engel , Miniard & Blackwel

1993

Kotler 2000

2.3.2

1

2

1 2 3

4

Walters WhetherWhatWhyWhenWhereHow Kotler O 1-Occupants

2-Objects

3-Objectives

4-Organization

5-Operation

6-Occasions

7-Outlets

2.3.3 SOR

SOR SOR

SOR SOR SStimulusOOrganismRResponse SOR SOR 2-7

2-7 S->O->R

1

17

2

2-8

18

2-8

2-4

2-4

3

Kotler 1 2

3

4 5

(Kotler 2000) 2-9

19

2-9

Kotler 2-5

2-5

EKB 2-6

2-6

2.3.4 Montgomery & Vrban (Model)

Brass

Brass 1. 2.

20

3. 4.

Zaltman &Wallendorf 1. 2.

3. 4. 5. 6. 7.

8.

9. 10.

Howard

1. Nicosia Model 2. Howard-Sheth Model 3. EKB Model EBM Model modify EKB

Model(comprehension)(acceptance)

Nicosia ModelHoward-Sheth Model EKB Model EBM Model

Nicosia Model () Nicosia 1966 2-10

1

2

3

4

21

2-10 Nicosia

Howard-Sheth Model Howard 1936 Sheth 1969 Howard-Sheth Model

(1) (Extensive Problem Solving) (2) (Limited ProblemSolving)(3)(Routine Problem Solving) 2-11 Howard-Sheth Model 1

2

3

4

2-11 Howard-Sheth Model

Engel-Blackwell-Miniard Model (EBM Model) 1968 Engel, Kollat and Blackwell EKB 1968-1993 1968 Kollat Miniard Engel, Blackwell and Miniard(1993) EKB EBM Nicosia Howard-Sheth Model EKB (exposure)(attention)(retention) EBM (comprehension)(acceptance)Engel, Blackwell and Miniard 1993 EBM EBM

22

23

2-12 EBM (1)(2)(3) (4)(5)EBM

1EBM

2EBM

3EBM

EBM 1

2

3

4

5

EBM

1

2 3

4

5

24

2-12 Engel-Blackwell-Miniard (1993)

EBM 1.(Input) 12

2.(Information Processing)

1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

3.(Decision Process) (problem-solving)

(1) (Motivation and Need-Recognition)

Maslow 1970(Needs Hierarchy Theory)Maslow 2-13

2-13 Maslow

Maslow

(2) (search for information)

25

26

(3) (alternative evaluation)

a.b.

(consideration set)

EBM a. b.

(4) (purchase)

a.b.c.

(5) (the outcome purchase)

(dissonance) 4. (Decision Process Variables)

EBM

2.4

1960 (Life Style)

2.4.1

Lazer, William(1963)Lazer

Lazer(1971) 2-14

2-14 Lazer

2-7 2-7

Lazer 1963

Plummer 1974

Berkoman, Gilson 1974

27

28

Engel, Kollat &

Blackwell 1984

Hawkins, Best & Coney 1986

Kotler 1997

Kotler(1997)(Activity)(Interests)(Opinion)

2.4.2 Engel, Kollat & Blackwell(1982)

Engel, Kollat and Blackwell

2-15

2-15 ( Engel,et al., Consumer Behavior, 1982 )

HawkinsBest and Coney(1986)

2-16 HawkinsBest and Coney

29

2-16 ( Hawkins Del i. et al., Consumer Behavior: Implications for Marketing Strategy)

30

2.4.3 1974 Wind & Green

(Yoram & Paul, 1974) 2-17

2-17 ( Yoram Wind & Paul E. Green, 1974 )

Wind & Green 1974

Reynolds & Darden

31

32

1. AIO

AIO

AIO

2.

Plummer(1974)(Activity)(Interest)(Opinion) 2-7

3.

2-8

Plummer, 1974

Plummer(1974) AIO

(Likert-type Scale)

33

2.4.4 Wind & Green(1974)

1. 2. AIO 3. 4. 5.

AIO 1971 Wells & Tigert AIO Reynolds &Darden(1974) AIO 2-9

2-9 AIO

(Activity)

(Interests)

(Opinion)

( Reynold F. D., 1974)

Plummer(1974)

2-7 Plummer(1974)

2.4.5

Plummer(1974) 1. 2. 3. 4.

34

5. 6. 7.

Wells(1971) 1. 2. 3. 4. 5. 6.

Wind & Green(1974) 1.

2. Rudolph W.

Struse(1977) 2-10

2-10

1. 2. 3. 4. (Symbolic) 5. 6.

1. 2. 3. (Commodities) 4. 5.

( Struse, , 1977 )

2.5

2.5.1

Ellen and Warren 1987

Reaching The Senior Citizen Markets

AIO (Activity)

35

Bone 1991 Identifying Mature Segments

1994

1994

1998

()

Gollub and Javitz 1989 Six Ways to Age

(retirement housing)

1997

36

1998

1999

AIO

2000

2000

2000

2001

2001

37

2001

2004

()

2.5.2 2.6.2

2.5.2.1

2-11

2-11

1994

1998

1999

2000

2000

2000

2001

2004

2004

()

2.5.2.2

38

2-12

2-12

1998

1999

2000 2000

2004

2004

()

2.5.2.3

2-13

2-13

1999

2000 2000

2001

2004 2004

()

2.5.2.4

2-14

2-14

1998

1999

2000

2000

2000

2001 2001

2004

2004

39

40

()

2.5.2.5

2-15

2-15

2001

2004

2004

()

2. 6

Maslow

1. 2. 3. 4.

1. 2. 3.

Maslow

41

42

3.1

3.1.1

EBM EBM Nicosia(1968) Howard-Sheth Model(1969)EKB EBM EBM

Plummer(1974) AIO

Maslow

3-1

1. 2. 3. 4. 5. 6. 7. 8.

AIO

3. 4.

1. 2.

25

1. 2. 3. 4. 5.

6. 7.

1. 2. 3. 4. 5.

3-1

3.1.2

()

Kotler(2003)

(1)(2)(3)(4)(5)(6)(7)(8)

43

44

EBM

1. Maslow(1970)(1)(2)(3)(4)(5)(6)

2. (1)(2)(3) (4)(5) (6) (7) (8)

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

4. (1998)(1999)(2000)(2000)(2000)(2000)(2001)(2004) 3-1

3-1

(16) (21) (22) (23) (24)

(7)(8)(9)(10)(12)

(1) (2) (3) (4)

(19) (20) (

(11)(13) (17)(25)

45

(5) (6) (14) (15)(18)

()

(Activity)(Interests)

(Opinion) Lesser & Hughes(1986)

AIO (Likert) 12345

3-2

3-2

()

3.2

1. 1H1

2. 2 H1 2 -1H1 2 -2H1 2 -3H1 2 -4H1 2 -5H1

2 -6H1 2 -7H1 2- 8H1

46

3. 3 H1

4. 4 H1

5. 5 H1 5 -1H1 5 -2H1 5 -3H1

5 -4H1

6. 6H1

6 -1H1 6 -2H1

6 -3H1

6 -4H1

6 -5H1

6 -6H1

3.3

C

/

47

1.

3-3

(1) (2)

(1) 65-70 (2) 71~75 (3) 76~80 (4) 81~85 (5) 85

(1) (2) (3) (4)

(1) (2) (3)

(1) (2) (3) (4) (5)

(1) (2) (3) (4) (5) (6) (7) (8)

(1) (2) (3) (4) (5) (6) (7) (8)

(1) (2)

48

(3) (4) (5) (6) (7)

()

2.

2-1.

3-4

(1) (2) (3) (4) (5) (6)

()

2-2. 3-5

(1) (2) (3) (4) (5) (6) (7) (8)

()

2-3.

3-6

(1) (2) (3) (4) (5)

49

(6)

(1) (2) (3) (4) (5) (6)

(1) (2) (3) (4)

(1) (2) (3) (4) (5) (6) (7)

()

3. 3-7

(1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12) (13) (14)

50

(15) (16) () (17) (18) (19) (20) (21) (22) (23) (24) (25)

()

4.

3-8

(1) (2) (3) (4)

(5) (6) (7) (8)

(9) (10)

(11)

(12)

(13)

(14)

51

(15) (16)

(17)

(18)

(19) (20) (21)

(22)

(23)

(24) (25)

(26)

(27)

(28) (29) (30)

()

3.4

3-2 (1999)

1. C

2. C 65 604 94 8 95 1

3.

4. Roscoe(1975) (1) (2)

(3)

(4)

Roscoe(1975) 30 300

52

53

5. 94 8 95 1 796 604 604

3-9 94/08 94/09 94/10 94/11 94/12 95/01

138 131 154 161 116 96 796

91 109 117 114 89 84 604

()

6. 604 469 77.65% 47 422 69.87%

3-10 C 94/08 94/09 94/10 94/11 94/12 95/01

91 109 117 114 89 84 604

74 89 81 94 64 67 469

81.32% 81.65% 69.23% 82.46% 71.91% 79.76% 77.65%

7 11 6 8 11 4 47

67 78 75 86 53 63 422

73.62% 71.56% 64.10% 75.44% 59.55% 75.00% 69.87%

()

3-11 214 50.7% 208 49.3% 422 100.00%

()

3-12

65-70 103 24.4%

54

71-75 90 21.3% 76-80 92 21.8% 81-85 92 21.8%

85 45 10.7% 422 100.00%

()

3-13 241 57.1% 85 20.1% 91 21.6% 5 1.2%

422 100.00% ()

3-14

111 26.3% 210 49.8%

101 23.9% 422 100.00%

()

3-15

65 15.4% 73 17.3% 119 28.2% 72 17.1%

93 22.0% 422 100.00%

()

3-16 63 14.9% 19 4.5%

7 1.7% 8 1.9%

74 17.5% 88 20.9%

148 35.1% 15 3.6% 422 100.00%

55

()

3-17 36 8.5% 79 18.7% 182 43.1% 77 18.2% 31 7.3%

4 0.9% 13 3.1% 422 100.00%

()

3-18

108 25.6% 121 28.7% 61 15.9% 73 17.3% 8 1.9% 7 1.7%

38 9.0% 422 100.00%

()

3.5

67 422 SPSS

SPSS10.07C

2001 1. (Frequency Distribution)

2. KMO Bartlett

422

56

3. (Factor Analysis)

4. Cronbach

5. (Cluster Analysis)

(Non-hierarchical) K-Means

6. (Discriminant Analysis)

Wilks Lambda

7. (Chi-square)

5 5%(1)(2)(3)(4)

8. (One-Way ANOVA Analysis)

9. (Scheffe)

3-3

AIO

N

KMO Bartlett

KMO

Bartlett

3-3

3.6

3.6.1 (Validity)

(American Psychological Association, 1974)(content validity)(criterion-relation validity)(construct validity) 1.(content validity)

57

58

2.(criterion-relation validity) (predictive)(concurrent validity)

3.(construct validity)

Lesser and Hughes(1986)

3.6.2 (reliability)(consistency)(stability)

1988

3-19

3-19

Kuder-Richardson Cronbach Alpha

(, 1998)

L. J. Cronbach Cronbach Cronbach 0.8

59

0.8 0.5 0.35 Guielford Cronbach 0.7 0.7 0.35 0.35 Cronbach 3-21 3-22 0.7

3-20 Cronbach 4911262728 0.8604 1920212223 0.8815 1012131418 0.8339 3530 0.9017 678 0.9056 151617 0.8872 242529 0.7995 12 0.7809

0.7276

()

3-21 Cronbach 1621222324 0.8931 7891012 0.8557 1234 0.8850 1920 0.8529 11131725 0.7780 56141518 0.7296

0.7706

()

3.7

C

EBM

60

422SPSS

4.1

4.1.1 4-1

4-1 (%) 202 47.9 47 11.1 52 12.3 86 20.4 35 8.3 422 100

()

4.1.2 4-2

4-2 (%) 143 33.9 165 39.1 () 20 4.7 10 2.4 () 29 6.9 30 7.1 25 5.9 422 100

()

4.1.3 1. 4-3 4-3 (%) () 172 40.8 () 76 18

61

() 62 14.7 () 40 9.5 () 31 7.3 41 9.7 422 100

()

2. 4-4 4-4 (%) () 119 28.2 () 172 40.8 () 102 24.2 () 15 3.6 () 10 2.4 4 0.9 422 100 ()

3. 4-5 4-5 (%) 129 30.6 135 32 158 37.4 422 100

()

4. 4-6 4-6 (%) 171 40.5 152 30.6 38 9.0 36 8.5 4 0.9 16 3.8 5 1.2 422 100

()

62

4.2

4.2.1

KMO (Kaiser-Meyer-Olkin Measure of Sampling Adequacy)Barlett (Barlett Test of Sphericity)KMOKMO0.6(Tabachinick & Fidell, 1996)KMO0.5(Kaiser, 1974),4-7

4-7 KMO KMO < 0.5 Unacceptable 0.5 KMO < 0.6 Miserable 0.6 KMO < 0.7 Mediocre 0.7 KMO < 0.8 Middling 0.8 KMO < 0.9 Meritorious 0.9 KMO Marvelous

()

(Principal Components Analysis)

(Varimax Method)(Orthogonal Rotation)

Zaltman & Burger (1975)10.340%Joseph, Rolph & Ronald (1987)0.30.40.5Overall & Klett (1972)0.35Rothman(1989)0.3

0.5

KMO=0.849Kaiser(1974)(meritorious)Barlett0.0004-8

63

4-8 KMOBarlett KMO KMO 0.849 Barlett 0.000*

( *=0.05)

10.570.450%0.69244-9

4-9 (%) (%) Cronbach 5.343 16.190 16.190 3.792 11.490 27.680 3.193 9.674 37.355 2.946 8.927 46.282 1.635 4.956 51.238 1.423 4.314 55.551 1.290 3.909 59.461 0.942 2.855 62.316

0.7276

()

1. 4-100.6

4-10 Cronbach 0.8604 28 0.886 4 0.797 9 0.759 26 0.743 27 0.678 11 0.670

()

2. 4-110.7

4-11 Cronbach 0.8604

64

21 0.846 20 0.829 22 0.784 23 0.781 19 0.750

()

3. 4-120.7

4-12 Cronbach 0.8339 10 0.816 14 0.782 12 0.767 13 0.727 18 0.709

()

4. 4-130.8

4-13 Cronbach 0.8604 3 0.925 30 0.881 5 0.875

()

5. 4-140.8

4-14 Cronbach 0.8604 6 0.815

65

7 0.781 8 0.675

()

6. 4-150.8

4-15 Cronbach 0.8872 16 0.927 15 0.879 17 0.872

()

7. 4-160.8

4-16 Cronbach 0.7995 29 0.827 24 0.778 25 0.777

()

8. 4-170.8

4-17 Cronbach 0.7809 1 0.888 2 0.862

()

4-18 4911262728

66

1920212223 1012131418 3530 678 151617 242529 12

()

4.2.2

(Hierarchical Methods)(Nono-Hierarchical Methods)K-Means(200)K-Means(Icicel Plots)(Dendrograms)(2003)4.2.1K-Means

Everitt(1980)

(Linkage Methods)Afifi(1990)Ward(1963)F

Ward(1963)20(Minimun Variance Method)

Wilks Lambda4-19Wilks Lambda0.1170.6094-20

4-19 Wilks Lambda Wilks Lambda 0.609 0.117 0.072 0.046 0.031 0.017 0.013

67

()

spss4-20

4-20

242 57.35% 142 33.65% 38 9.00% 422 100.00%

()

4.2.3

(Fishers Method)(Mahalanobis D2 Method)Fishers Method(2000)

(Classification Matrix)(Confusion Matrix)(Hit Ratio)R2

4-2197.37%98.59%97.11%97.63%

4-21

2

(0.826%) 5 (2.07%)

235 (97.11%)

242 (100.00%)

2 (1.40%)

140 (98.59%)

1 (0.70%)

142 (100.00%)

37

(97.37%) 0 (0.00%)

1 (2.63%)

38 (100.00%)

(37+140+235)/422=97.63% ()

4.2.4 1H0:

1H01H1

68

1H1

4-22P0.0000.05

4-23

4-22 P Wilks Lambda 0.100 958.512 7 0.000* =0.05 *P

69

2.

3.

(Scheffe Test)4-244-24

4-24 Scheffs 0.000* 0.010* 0.928 0.008* 0.319 0.504 0.000* 0.000* 0.000* 0.193 0.022* 0.000* 0.000* 0.000* 0.000* 0.001* 0.000* 0.003* 0.000* 0.248 0.000* 0.829 0.016* 0.002* =0.05 *P

70

4-25

242

142

38

4.3 2H1

(Pearson X2)

4.3.1 2-1H0:

2-1H0

2-1H1

(Pearson X2)=0.052-1H04-26

4-26 ()

()

129 (53.3%)

72 (50.7%)

13 (34.2%)

214 (50.7%)

113 (46.7%)

70 (49.3%)

25 (65.7%)

208 (49.3%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=1=4.791P>0.052-1H0

71

()

1.42250.7% 49.3%

2.5 3.3%46.7%50.7%49.3%34.2%65.7%

4.3.2 2-2H0:

2-2H0

2-2H1

(Pearson X2)=0.052-2H04-27

4-27 ()

()

65-70 75 (31.0%)

28 (19.7%)

3 (7.9%)

105 (24.9%)

71-75 70 (29.8%)

20 (14.1%)

2 (5.3%)

91 (21.6%)

76-80 50 (20.7%)

33 (23.2%)

9 (23.7%)

92 (21.8%)

81-85 41 (16.9%)

32 (22.5%)

14 (36.8)

89 (21.1%)

85 6 (13.3%)

29 (64.4%)

10 (26.3%)

45 (10.7%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=4=86.47P=0.000

72

4.3.3 2-3H0:

2-3H0

2-3H1

(Pearson X2)=0.052-2H0

4-28

4-28 ()

()

120 (49.6%)

87 (61.3%)

34 (98.5%)

241 (57.1%)

() 43 (17.8%)

42 (29.6%)

0 (0.0%)

85 (20.1%)

() 78 (32.2%)

9 (6.3%)

4 (10.5%)

91 (21.6%)

1 (0.4%)

4 (2.8%)

0 (0.0)

89 (1.2%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=3=59.447P=0.000

73

4-29 ()

()

54 (22.3%)

45 (31.7%)

12 (31.6%)

111 (26.3%)

45 (18.6%)

54 (38.0%)

2 (5.3%)

101 (23.9%)

143 (59.1%)

43 (30.3%)

24 (63.2%)

210 (49.8%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=2=40.067P=0.000

74

27 (11.2%)

45 (31.7%)

3 (7.9%)

75 (17.8%)

43 (17.8%)

30 (21.1%)

20 (52.6%)

93 (22.0%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=4=105.326P=0.000

75

92 (38.0%)

25 (17.6%)

31 (81.6%)

148 (35.1%)

7 (2.9%)

1 (0.7%)

0 (0.0%)

8 (1.8%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=7=105.140P=0.000

76

1.42243.1%18.7%18.2%0.9%

2.

86.8%

4.3.8 2-8H0:

2-8H0

2-8H1

(Pearson X2)=0.052-8H0

4-33

4-33 ()

()

() 45 (18.6%)

17 (12.0%)

5 (13.2%)

67 (15.9%)

() 30 (12.4%)

70 (49.3%)

8 (21.1%)

108 (25.6%)

() 73 (30.2%)

37 (26.1%)

11 (28.9%)

121 (28.7%)

() 47 (19.4%)

14 (8.5%)

12 (36.8%)

73 (17.3%)

() 6 (2.5%)

2 (1.4%)

0 (0.0%)

8 (1.9%)

() 3 (1.2%)

4 (2.8%)

0 (0.0%)

7 (1.7%)

38 (15.7%)

0 (0.0%)

0 (0.0%)

38 (9.0%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=6=105.140P=0.000

77

26.1%()36.8%()28.9%

4.4 3H0:

3H0

3H1

(Pearson X2)=0.053H04-34

4-34 ()

()

90 (37.2%)

94 (66.2%)

18 (47.4%)

202 (47.9%)

17 (7.0%)

22 (15.5%)

8 (21.1%)

47 (11.1%)

43 (17.8%)

1 (0.7%)

8 (21.1%)

52 (12.3%)

60 (24.8%)

22 (15.5%)

4 (10.5%)

86 (20.4%)

32 (13.2%)

3 (2.1%)

0 (0.0%)

35 (8.3%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=4=71.482P=0.000

78

4-35

4-35 ()

()

99 (40.9%)

31 (21.8%)

13 (34.2%)

143 (33.9%)

73 (30.2%)

77 (54.2%)

15 (39.5%)

165 (39.1%)

() 15 (6.2%)

3 (2.1%)

2 (5.3%)

20 (4.7%)

7 (2.9%)

1 (0.7%)

2 (5.3%)

10 (2.4%)

() 20 (8.3%)

9 (6.3%)

0 (0.0%)

29 (6.9%)

16 (6.6%)

9 (6.3%)

5 (13.2%)

30 (7.1%)

12 (5.0%)

12 (8.5%)

1 (2.6%)

25 (5.9%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=6=105.140P=0.000

79

4-36

4-36 ()

()

26 (10.4%)

27 (19.6%)

9 (23.7%)

62 (14.7%)

39 (16.2%)

36 (25.2%)

1 (2.6%)

76 (18.0%)

122 (50.6%)

39 (27.3%)

11 (29.8%)

172 (40.8%)

20 (8.3%)

16 (11.2%)

4 (10.5%)

40 (9.5%)

11 (4.6%)

12 (8.4%)

8 (21.1%)

31 (7.3%)

24 (10.0%)

12 (8.4%)

5 (13.2%)

41 (9.7%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=5=44.469P=0.000

80

4-37 ()

()

66 (27.4%)

50 (35.0%)

3 (7.9%)

119 (28.2%)

107 (44.4%)

43 (30.1%)

22 (57.9%)

172 (40.8%)

50 (20.3%)

40 (28.7%)

12 (31.6%)

102 (24.2%)

11 (4.6%)

4 (2.8%)

0 (0.0%)

15 (3.6%)

6 (2.5%)

4 (2.8%)

0 (0.0%)

10 (2.4%)

2 (0.8%)

1 (0.7%)

1 (2.8)

4 (0.9%)

()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=5=23.557P=0.009

81

(59.1%) (30.3%) (55.3%) (49.8%) ()

242 (57.3%)

142 (33.7%)

38 (9.0%)

422 (100%)

=2=70.588P=0.000

82

1.42240.5%36.0%9.0%0.9%

2.49.0%29.0%51.0%23.1%52.6%23.7%

4.7 6H0: 6H1

6H1

25

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KMO=0.780Kaiser(1974)(Middling)25Barlett0.000254-40

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10.569.472%0.72764-41

4-41 (%) (%) Cronbach 4.631 29.926 29.926 3.792 13.211 43.137 3.193 9.674 51.814 2.946 8.927 58.982

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1.635 4.956 65.019 1.423 4.314 69.472

()

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()

2. 4-43 0.5

4-43 Cronbach 0.7904 10 0.692 12 0.682 7 0.677 8 0.626 9 0.589

()

3. 4-44 0.6

84

4-44 Cronbach 0.8884 2 0.863 1 0.811 3 0.773 4 0.658

()

4. 4-450.8

4-45 Cronbach 0.8924 19 0.925 20 ( 0.899

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5. 4-46 0.5

4-46 Cronbach 0.7904 25 0.692 11 0.672 13 0.617 17 0.526

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6. 4-47 0.4

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4-48 1621222324 7891012 1234 1920 11131725 56141518

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4.7.2 6H0:

6H06H1

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4-50

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86

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0.105 0.047 0.207 4.579 0.011* 0.316 0.047 -0.249 16.905 0.014* 0.126 -0.048 0.065 17.472 0.001* 0.012 -0.183 -0.324 13.801 0.017* -0.175 0.183 0.127 15.721 0.006* -0.331 0.884 0.334 9.727 0.008* =0.05 * P

87

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4-51

4-51 Scheffs 0.858 0.038* 0.048* 0.004* 0.019* 0.014* 0.002* 0.000* 0.068 0.193 0.022* 0.080 0.000* 0.054* 0.000* 0.001* 0.088 0.003* =0.05 *P

88

2-5H1

P

89

4-53

4-53

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242 (57.3%)

142 (33.7%)

38 (9.0%)

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98.5%

1-2

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86.8%

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1. Kotler, Philip2000 2.

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2002 7. 1997 8. 1995 9.

1998 10. 2003 11. 2003 12. 2002 13. 1999

14. 91 140

2002 7 15. 93 140

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199720. 61P. 57-67

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1992 25.

2002 26.

2001 27.

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26 377~417 1994 48.

1991 49. 1998 50. 1981 51.

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2003

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54. 1986 55. 1996

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