NA3D0012

--

1. 2. 3.4.5. 6.

----1. 2.3. (Ennew& Binks, 1999) (Zeithaml et al., 2006)4.(1) (2)

--1.Beard and Ragheb (1980)2.Agate, Zabriskie, Agate, and Poff (2009)(Madrigal, 2003;Walker, Halpenny, &Deng, 2011)3.Riddick (1986)4.Neal, Sirgy, and Uysal (1999)Huangand Carleton (2003)(2010)5.()

--

--1. Pearson 2.(CFA)3.(SEM) 4. Podsakoff and Organ (1986) Harman --1.2.() 3.2~4 4.2012 7 100 5. 6.

--1.7 2. 1~73.4. 5

1. Csikszentmihalyi and LeFevre (1989) 182. 3.2 16

--1. Claycomb, Lengnick-Hall, and Inks (2001) 16 2. 3.

--1. Beard and Ragheb (1980) 12 2. 3.

1.(Bove et al., 2009; Riddick, 1986; Walker et al., 2011)2.

--27623183.63%

SEM

--

--

0.60.50.5t (t >1.96)

( = .40; t = 7.36, p < .001)( = .13; t = 2.21, p < .05)(= .51; t = 10.33, p < .001)(0.33)SEM (0.13)

---1. 2. 3.

---1.(in service co-creation) ()()2.(Groth, 2005)