੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫—ز‬а‫ޔ‬ᎍ཰ࣁ‫ٯ‬
Research of the Motivation of Role Transformation
from a Consumer to a Operator
----Taking Direct Selling Industry for Example
໳म࠮
Ying-Zi Huang
‫ݢص‬
XIAO BO
ύξεᏢᆅ౛Ꮲଣ
ቶܿ࣪ቶԀѱཥෝՋၡ135ဦ
ແጓǺ510275
TELǺȐ86ȑ20-88573626
E-mail: [email protected]
ᄔा
ҁЎа‫཮ޗ‬Ј౛Ꮲ‫୏ޑ‬ᐒ౛ፕࣁ୷ᘵǴ่ӝബ཰Ꮲ౛ፕǴॷշ࣬ᜢϩ‫݋‬ǵБ
ৡϩ‫݋‬ϷӢኧϩ‫݋‬฻ϩ‫݋‬Б‫ݤ‬ჹ߈ 300 Ӝ࿶ᐕၸவ੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫ޔޑ‬
ᎍ୘‫ޑ‬ᙯඤ୏Ӣ຾ՉΑుΕ‫ޑ‬௖૸Ϸࣴ‫ز‬Ƕ่݀߄ܴჹ“࿶ᔮԏ੻”‫ޑ‬Ⴃය‫ک‬ଓ‫؃‬
ࢂ‫ف‬Յᙯඤനচ‫ۈ‬നਥҁ‫ޑ‬០୏ΚǴՠֹԋ‫ف‬ՅᙯඤϐࡕǴ“‫཮ޗ‬ԏ੻”‫ޑ‬ቹៜ൩
ம‫“ܭ‬࿶ᔮԏ੻”ǴӢԜ‫ځ‬ബ཰୏ᐒኳԄԖձ‫៝ܭ‬ᐏᙁൂബ཰୏ᐒኳࠠύ‫“ޑ‬D”ࠠബ
཰‫ޣ‬ǹӧ຾Չ‫ف‬ՅᙯඤၸำύǴ“Ѧ೽‫ڈ‬ᐟ”‫ޑ‬௢୏բҔाଯ‫“ܭ‬ϣ೽ሡ‫୏܎ޑ”؃‬ǹ
“ৎ৥ԏΕ”եǵ“௲‫ػ‬ำࡋ”ե‫ޑ‬Γ‫࣮׳‬ख़“࿶ᔮԏ੻”Ǵ٠Ъჹ“Ѧ೽‫ڈ‬ᐟ”ϸᔈம
ਗ਼ǴԶ“ৎ৥ԏΕ”ଯǵ“௲‫ػ‬ำࡋ”ଯ‫ޑ‬Γ߾‫࣮׳‬ख़“‫཮ޗ‬ԏ੻”Ъჹ“Ѧ೽‫ڈ‬ᐟ”ό
௵གǴ‫ځ‬дΓα੝ቻჹ‫ف‬Յᙯඤ୏ᐒ೿ؒԖᡉ๱‫ޑ‬ቹៜǶҁЎ‫ޑ‬ଅ᝘ӧ‫ܭ‬२ԛஒ
ബ཰Ꮲ౛ፕᔈҔ‫ޔܭ‬ᎍࣴ‫ز‬ሦୱǴ٠ᄬࡌр‫ޔ‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫ޣ‬ᙯඤ‫ޑ‬ᙁൂ୏ᐒ
ኳࠠǶ
ᜢᗖӷǺ‫ޔ‬ᎍ ੃຤‫ ޣ‬࿶ᔼ‫ف ޣ‬Յᙯϯ ୏Ӣϩ‫ف ݋‬Յᙯඤኳࠠ
205
!2007 ԃಃΜΒۛ‫ޔ‬ᎍᏢೌࣴ૸཮!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Abstract
This article take the social psychology motive theory and theory of ntrepreneurial
motivation as the foundation, probed into and analyzed the transformation motivation
of near 300 direct distributors from the consumers to the operators. The result indicated
that the economic gain is the most primal driving influence of role transforms, after but
completes the role transformation, social efficiency influence on strong in economic
efficiency, therefore its entrepreneurial motive pattern is different with “D” pioneer in
GuQiao’s(2005) simple entrepreneurial motive model. In the role switching process,
exterior stimulation impulse must be higher than internal demand drawing; The person
that have low household income and the education level attach importance to the
economic efficiency, and is intense to exterior stimulation response, but the person that
have high household income and the education level regards as important to the social
efficiency and is insensitive to exterior stimulation, other population characteristic
does not have the remarkable influence to the role transformation motive. This article
contribution will lie in starts an undertaking study the theory to apply for the first time
in the direct sale research area, and will construct the direct sale consumer the simple
motive model which will transform to the operator.
Key wordsǺDirect Selling Consumers Operators Role transformation
Motivation analysis Role transformation model
206
!!!!!!!!!!!!!!!!!!!!!!!!੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫ز‬ȋа‫ޔ‬ᎍ཰ࣁ‫!!ٯ‬
੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫—ز‬а‫ޔ‬ᎍ཰ࣁ‫ٯ‬
൘
ᆣፕ
ᒿ๱ѱ൑ᝡ‫ޑݾ‬Вᖿᐟਗ਼Ǵ౜жҾ཰ᝡ‫ޑݾ‬ขᗺςவ‫ೌמ‬ǵၗߎᙯӛѱ൑Ϸ
੃຤‫ޣ‬ǴԶ੃຤‫ޣ‬۳۳Ξࢂനό۸၈‫ޑ‬Ǵຫٰຫӭ‫ޑ‬୘ৎࣁΑ੮Ր៝࠼ёаᇥࢂ
຤ᅰЈᐒǴߦᎍǵϸճǵ‫ܜ‬ዛǵ཮঩ᓬඁ฻ӜҞᕷӭ‫ޑ‬ᅿᅿᡣճБԄᙁ‫ޔ‬ᡣ੃຤
‫ޣ‬౳޸ᙆ໶ǶՠคፕӵՖ੃຤‫ޣ‬ಖ‫ߎࢂز‬ᒲ‫ޑ‬бр‫ޣ‬ǴԶόࢂճ੻‫ޑ‬ᕇள‫ޣ‬Ǵࢂ
࿶ᔼ‫ޑޣ‬ჹҥय़ǴԶόࢂӕ࿉‫ޣ‬ǴΒ‫ޑޣ‬ଓ‫؃‬Ҟ኱‫ۈ‬ಖࢂ࣬ङᚆ‫ޑ‬ǶଷӵԖ΋ᅿ
ϩᎍБԄૈ୼ஒ੃຤‫ޣ‬வҾ཰‫”࠼៝“ޑ‬೭ঁჹҥय़ᙯᡂࣁҾ཰‫ޑ‬ӕ࿉‫ޣ‬Ǵջ࿶ᔼ
‫܈ޣ‬ճ੻ϩ٦‫ޣ‬ǴѬஒ཮‫׳‬уԖਏӦᙹ‫࠼៝ۓ‬Ƕ٣ჴ΢‫ޔ‬ᎍ҅ࢂ೭ኬ΋ᅿϩᎍБ
ԄǶ‫ޔ‬ᎍϦљ‫࣬ۓڋ‬ᔈ‫ޑ‬ዛᓰ‫ࡋڋ‬Ǵ٬੃຤‫ޣ‬ό໻ૈ୼೯ၸ੃຤ᕇճǴᗋёа೯
ၸϟಏдΓ੃຤ԋࣁ੃຤࿶ᔼ‫ޣ‬Ǵჴ౜੃຤ǵᎍ୧ᚈख़ᕇճǴࣗԿёаॷշ‫ޔ‬ᎍ
ග‫ޑٮ‬ѳᆵࡌҥଆ΋ঁ‫ڀ‬Ԗ҉Φճ੻ϩ٦៾‫ޑ‬ᎍ୧੃຤ᆛၡȐ໳म࠮Ǵ2007ȑ
Ǵа
ჴ౜ԾρঁΓബ཰ϐ౛གྷǶΨ҅Ӣࣁ‫ޔ‬ᎍ‫ޑ‬೭΋ᓬ༈Ǵ٬ளຫٰຫӭ‫ޑ‬Ҿ཰ᒧ᏷
‫ޔ‬ᎍբࣁ‫ځ‬ՉᎍኳԄǶᏵШࣚ‫ޔ‬ᎍ‫཮ڐ‬ᖄ࿉‫ޑ‬όֹӄ಍ीǴ2006 ԃӄౚ‫ޔ‬ᎍՉ཰
ᕴᔼ཰ᚐௗ߈ 1100 ሹऍϡǴ‫ޔ‬ᎍவ཰Γ঩߈ 6200 ࿤ΓȐWFDSAȑǶ
ᗨฅ‫ޔ‬ᎍ‫ډ܌‬ϐೀคόЇଆ‫ޑ཮ޗ‬ቶ‫ݱ‬ᜢ‫ݙ‬Ǵՠჹ‫ޔܭ‬ᎍ‫ޑ‬Ꮲೌࣴ‫ز‬Ǵࠅߚ
த೦ЮǴЀ‫ࢂځ‬ᆶ‫ޔ‬ᎍՉࣁԖᜢ‫୏ޑ‬Ӣࣴ‫ࢂ׳ز‬ჳჳค൳Ƕऍ୯Ꮲ‫ ޣ‬Wotruba ฻
Ȑ1992ȑࣴ‫ز‬Α‫ޔ‬ᎍ୘уΕ୏ᐒᆶπբԋ݀ϐ໔‫ޑ‬ᜢ߯Ǵᆵ᡼Ꮲ‫ޣ‬ഋளว฻Ȑ2000ȑ
ӧჹ‫ޔ‬ᎍ୘‫ޑ‬ᚆᙍচӢ຾Չ௖૸ਔǴΨჹдॺ྽߃‫ޑ‬уΕ୏Ӣ຾ՉΑϩ‫݋‬Ƕҗ‫ܭ‬
уΕ‫ޔ‬ᎍ‫ޑ‬Γ٠ߚ΋໒‫ۈ‬೿ࢂ࿶ᔼ‫ޣ‬Ǵ‫܈‬ᆀࣁ٣཰ࠠ‫ޔ‬ᎍ୘Ȑഋளว฻Ǵ2003ȑǴ
ε೽ϩΓуΕ‫ޔ‬ᎍѝࢂࣁΑૈҔᓬඁ‫ޑ‬ሽ਱ᖼວౢࠔǴ٠όୖᆶᎍ୧Ǵࢂൂપ‫ޑ‬
੃຤‫ޣ‬ǴΨᆀࣁ੃຤ࠠ‫ޔ‬ᎍ୘Ƕ೭٤ൂપ‫੃ޑ‬຤‫ޣ‬ӧ٬Ҕၸ΋ࢤਔ໔‫ޑ‬ౢࠔϐࡕǴ
ΞԖ΋೽ϩ཮ᙯᡂԋ࿶ᔼ‫ޣ‬Ƕ཰ࣚ‫ޑ‬࿶ᡍϷ٣ჴ߄ܴǴ೭೽ϩ࿶ᐕၸ‫ف‬Յᙯඤ‫ޑ‬
࿶ᔼ‫ޣ‬Ǵ࣬ჹԶ‫ق‬ғౢΚ‫׳‬மǴᛙ‫׳܄ۓ‬ଯǶӢԜ௖૸Ϸࣴ‫ޔز‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ
‫ޣ‬ᙯඤ‫୏ޑ‬ӢǴό໻ёаࣁ‫ޔ‬ᎍҾ཰‫׳ۓڋ‬уԖᝡ‫ݾ‬Κǵ‫׳‬уֹ๓‫ޔޑ‬ᎍ‫ࡋڋ‬Ϸ
ᆅ౛฼ౣǴа֎Ї‫׳‬ӭ‫੃ޑ‬຤‫ޣ‬ᙯᡂࣁ࿶ᔼ‫ޣ‬ග‫ࣽٮ‬Ꮲ‫ޑ‬٩ᏵǴΨࣁ‫ޔ‬ᎍ࿶ᔼ‫ޣ‬
҅ዴӦ໒৖‫ޔ‬ᎍ཰୍ග‫ٮ‬Ϫჴ‫ޑ‬ᔅշǶ
207
!2007 ԃಃΜΒۛ‫ޔ‬ᎍᏢೌࣴ૸཮!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
ມ
΋
࣬ᜢ౛ፕϷЎ᝘
‫ޔ‬ᎍϷ‫ځ‬੝ᗺ
‫ޔ‬ᎍࢂ΋ᅿؒԖ‫ۓڰ‬ᎍ୧ӦᗺǴЬाࢂ೸ၸᎍ୧Γ঩‫ޔ܈‬Ȑ࿶ȑᎍ୘ᆶ࠼Њ
य़ჹय़ٰᎍ୧੃຤‫܄‬ౢࠔᆶ୍ܺ‫ޑ‬ՉᎍБԄȐBakerǴ1984ǹBarnowe, J.Ǵ1992ǹ
ClementeǴ1992ǹHartǴ1992ǹPetersonǴ1996ǹBrodieǴ2000)ǶਥᏵШࣚ‫ޔ‬ᎍ‫ڐ‬
཮‫ۓޑ‬ကǴ‫ޔ‬ᎍࢂࡰӧ‫ۓڰ‬ᎍ୧۫ᎎаѦ‫ޑ‬ӦБȐ‫ٯ‬ӵঁΓՐ‫܌‬ǵπբӦᗺ‫ځ܈‬
д൑‫܌‬ȑᐱҥ‫ޑ‬ᎍ୧Γ঩аय़ჹय़‫ޑ‬БԄǴ೯ၸᖱှ‫ک‬ҢጄБԄஒౢࠔ‫ޔ୍ܺک‬
ௗϟಏ๏੃຤‫܌ޣ‬຾Չ‫੃ޑ‬຤ࠔᎍ୧ՉࣁȐWFDSAȑǶ೭٤ᎍ୧Γ঩೯த೏ᆀࣁ
‫ޔ‬ᎍ୘Ȑdirect sellersȑ
Ƕ
‫ޔ‬ᎍϩࣁൂቫԛ‫ޔ‬ᎍϷӭቫԛ‫ޔ‬ᎍǴЬाࢂीၿБԄ‫ޑ‬όӕǴ߻‫ޣ‬ѝࡪྣ‫ޔ‬
ᎍ୘ҁΓ‫ޑ‬ᎍ୧Ȑхࡴ੃຤ȑϷ୍ܺ཰ᕮीᆉൔၿǹԶࡕ‫߾ޣ‬வ‫ঁٿ‬Бय़ᕇளൔ
ၿǺ΋ࢂٰԾΪ‫ޔ‬ᎍ୘ҁΓ‫ޑ‬ᎍ୧Ȑхࡴ੃຤ȑϷ୍ܺ཰ᕮǴќ΋Бय़ٰԾ‫ܭ‬д
‫܌‬ϟಏ‫܈‬௢ᙚ‫ޔޑ‬ᎍ୘‫ޑ‬ᎍ୧Ϸ୍ܺ཰ᕮȐWFDSAȑǶഋளว฻Ȑ2000ȑᆕӝΑ
Ꮲ‫ޣ‬ǵ཰ࣚϷ‫࣬ޑࣚࡓݤ‬ᜢ‫ۓ‬ကϐࡕᇡࣁǴ‫ޔ‬ᎍϦљ೸ၸ೚ӭቫ‫ޔޑ‬ᎍΓ঩ٰᎍ
୧୘ࠔ‫܈‬ග‫୍ܺٮ‬Ǵ‫؂‬΋ঁ‫ޔ‬ᎍ୘ନΑёஒ୘ࠔᎍ୧рѐаᖺ‫ڗ‬ճዎѦǴᗋёԾ
ρ‫ܕ‬༅ǵ૽ግ΋٤ཥ‫ޔޑ‬ᎍ୘ࡌҥᎍ୧ᆛၡǴӆ೸ၸԜᎍ୧ᆛၡٰᎍ୧Ϧљౢࠔ
аᕇ‫ڗ‬ৡᚐճዎǴԶ‫؂‬΋ঁཥ຾‫ޔޑ‬ᎍ୘ҭёൻԜኳԄࡌҥଆԾρ‫ޑ‬ᎍ୧ᆛၡǴ
٩ԜБԄՉᎍ‫ޣ‬Ǵջࣁӭቫԛ‫ޔ‬ᎍǶ
ӭቫԛ‫ޔ‬ᎍ‫ޑ‬ᗲܴ੝ቻӧ‫ޔܭ‬ᎍ୘ΟՏ΋ᡏ‫فޑ‬ՅфૈǴдॺࡽࢂ੃຤‫ޣ‬Ǵ
Ξࢂᎍ୧‫܈ޣ‬࿶ᔼ‫ޣ‬Ǵ‫ࢂ׳‬࿶ᔼᆅ౛‫ޣ‬Ȑഋளว฻Ǵ2000ȑ
Ƕҁࣴ‫ز‬ᇡࣁӧֹԋ‫ف‬
Յᙯᡂ‫ޑ‬ၸำύǴԖബ཰‫ޑ‬ϡનӧ㚊य़Ƕ
Β
୏ᐒ౛ፕ
“୏ᐒ”Ξᆀ“୏Ӣ”Ǵ‫܌‬ᒏ୏ᐒ౛ፕȐtheory of motivationȑ
ǴࢂЈ౛Ꮲৎჹ୏ᐒ
΋ཷ‫܌ۺ‬բ‫ޑ‬౛ፕ‫܄‬ᆶ‫س‬಍‫ޑ‬ှញȐቅ‫߆ד‬Ǵ2005ǹ஭ངঙǴ2001ȑǶ
ΓҁЬကЈ౛Ꮲৎଭථࢶ୲࡭ϸჹ΋ϪΓᜪ୏ᐒ೿ёаҔগღǵ០Κ‫ک‬மϯ
ٰှញ‫ޑ‬ᢀᗺǶдᇡࣁΓԖ 5 ᅿ୷ҁ‫ޑ‬ሡाǴࡪ‫ځ‬ᅈ‫ޑى‬Ӄࡕ٩ԛ௨ӈԋϖঁቫ
ԛǶଭථࢶᇡࣁǴΓ‫๊ޑ‬ε೽ϩਔ໔‫ک‬ᆒΚ೿Ҕ‫ܭ‬ԑӧჴ౜ന୷ҁ‫ޑ‬ՠΞۘ҂ᅈ
‫ޑى‬ሡा΢Ǵ྽೭٤ሡा‫܈‬ӭ‫܈‬Ͽளаჴ౜ࡕǴΓωૈຫٰຫ‫ݙ‬ཀ‫׳ډ‬ଯቫԛ‫ޑ‬
ሡाǶӧ೭٤ሡाύǴ߻ѤᅿࢂલѨ‫܄‬ሡाǴѬॺჹғ౛‫ک‬Ј౛‫଼ޑ‬நࢂࡐख़ा
‫ޑ‬ǴѸ໪ள‫ډ‬΋‫ۓ‬ำࡋ‫ޑ‬ᅈ‫ى‬Ǵՠ΋ѿள‫ډ‬ᅈ‫ى‬ਔǴҗԜԶౢғ‫୏ޑ‬ᐒ൩Ѩ੃ѨǶ
നࡕ΋ᅿሡाջԾ‫ך‬ჴ౜‫ޑ‬ሡाǴѬࢂԋߏሡाǴࡐϿள‫ֹډ‬ӄ‫ޑ‬ᅈ‫ى‬ǶԶჹ΋
208
!!!!!!!!!!!!!!!!!!!!!!!!੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫ز‬ȋа‫ޔ‬ᎍ཰ࣁ‫!!ٯ‬
ঁ҅த଼ந‫ޑ‬ΓٰᇥǴӢલѨ‫܄‬ሡाςள‫࣬ډ‬྽‫ޑ‬ᅈ‫ى‬Ǵ‫܌‬адॺ‫ޑ‬Չࣁࢂҗό
ӕᜪࠠ‫ޑ‬ԋߏሡा‫܌‬،‫ޑۓ‬ǶԜջଭථࢶ‫ޑ‬ሡ‫؃‬ቫԛፕǴΨࢂ୏ᐒ౛ፕ‫୷ޑ‬ᘵǶ
ᘜӢፕȐattribution theoryȑࢂ༫Ӧճ‫཮ޗ‬Ј౛ᏢৎੇቺȐFritz Heiderȑӧ 1958
ԃ࠹Ꮴ‫ޑ‬΋ᅿ౛ፕǶдӧࣴ‫ز‬Γ‫ޕޑ‬᝺ਔǴჹ“ࢌΓࣁϙሶ཮Ԗٗኬ‫ޑ‬Չࣁǻ”ϐ
ᜪ‫ޑ‬ୢᚒ೯ၸᘜӢԶள‫ډ‬ӝ౛‫ޑ‬ှញǶ‫ ډ‬70 ԃж໒‫ࡕۈ‬ǴྕયȐWeenerȑᘉε
ΑচٰᘜӢፕ‫ޑ‬ᢀ‫ۺ‬Ǵࡌҥ΋঺வঁᡏԾ‫ޑي‬ҥ൑ှញԾρ‫ޑ‬Չࣁ‫ޑ‬Ծ‫ך‬ᘜӢ౛
ፕȐself-attribution theoryȑǶ ࡪྣྕય‫ޑ‬Ծ‫ך‬ᘜӢፕ‫ޑ‬ှញǴ‫؂‬྽΋ঁΓೀ౛ၸ
΋ԛ‫ڈ‬ᐟ٣ҹϐࡕǴдஒਥᏵԾρ‫܌‬ᡏ཮‫ޑډ‬ԋ௳࿶ᡍǴୖྣԾρ‫܌‬ᕕှ‫ޑ‬΋ϪǴ
ჹԾρ‫ޑ‬Չࣁ่݀ǴගрૈΚǵոΚǵπբᜤࡋǵၮ਻ǵ‫ي‬Ј‫ݩރ‬ǵձΓϸᔈϤ
Бय़‫ޑ‬ᘜӢှញǶ
Ο
ബ཰୏ᐒ౛ፕϷኳࠠཷॊ
Knight ‫ޑ‬ᒧ᏷౛ፕ‫ ک‬Schumpeter ‫ޑ‬ज़‫ڋ‬౛ፕࢂࣴ‫ز‬ബ཰୏Ӣ‫ڀޑ‬Ԗж߄‫܄‬
‫ٿޑ‬ε࿶‫ڂ‬౛ፕǶKnight ‫ޑ‬ᒧ᏷౛ፕᇡࣁԾ໤൩཰ё࣮բࢂٗ٤‫ڀ‬Ԗࢌ٤ᐱ੝ૈ
Κ٠ཀ᛽‫ډ‬Ծρ‫ڀ‬Ԗ೭٤ૈΚ‫ޑ‬ΓౢғΑࡌҥдॺԾρҾ཰‫୏ޑ‬ᐒǹSchumpeter
‫ޑ‬ज़‫ڋ‬౛ፕᇡࣁԾ໤൩཰ࢂٗ٤‫ډڙ‬໺಍πၗ൩཰ज़‫ޑڋ‬Γჹ่ᄬ‫܄‬ज़‫଺ڋ‬р‫ޑ‬
΋ᅿϸᔈǶԖᜢബ཰୏ᐒࣴ‫ز‬ε೽ϩ௦Ҕ‫୷ޑ‬ҁ౛ፕਣࢎࢂǴᆶπၗ൩཰‫ޣ‬΋ኬǴ
Ծ໤൩཰‫ޑ‬Չࣁࢂ౛‫ޑ܄‬ǴԶЪΓॺ،‫ۓ‬ᏱԖԾρ‫ޑ‬Ҿ཰΋૓όࢂౢғ‫୏ঁൂܭ‬
ᐒӢኧǴ۳۳ࢂӭᅿӢનբҔ‫่݀ޑ‬Ƕ೭٤୏ᐒӢનхࡴΑ࿶ᔮӢનǵ่ᄬӢનǵ
ߚߎᒲӢનǵᐒ཮Ӣન฻฻Ȑ৤ࢶ੝լ฻Ǵ2006ȑǶ
Raphael AmitȐ1994ȑ‫زࣴޑ‬ஒബ཰‫୏ޑ‬ᐒᘜࣁ“௢”‫ޑ”܎“ک‬ӢનǶ‫܌‬ᒏ௢‫ޑ‬
Ӣન۳۳ࢂᆶ྽߻όճ‫׎‬༈ԖᜢԶౢғሡाᡂϯ‫୏ޑ‬ᐒǴ٠‫ډڙ‬Α΋٤ߚബ཰‫ޣ‬
੝ቻ‫ޑ‬Ӣન‫ޑ‬௢୏Զவ٣ബ཰‫ޑ‬ՉࣁǶԶ܎‫ޑ‬Ӣન߾ࢂ‫ע‬ཥ‫׎ޑ‬༈࣮բࢂ֎ЇΓ
‫کޑ‬ᑈཱུ‫୏ޑ‬ᐒǴҗ‫ܭ‬ബ཰‫ޣ‬Ծ‫ঁޑي‬Γ੝፦‫ک‬୘཰ᐒ཮ҁ‫֎ޑي‬ЇԶౢғ‫ޑ‬ബ
཰ՉࣁǶΨ൩ࢂᇥǴ௢ࢂ΋ᅿॄय़ϸᔈǴԶ܎ࢂ΋ᅿЬ୏ᜫఈǶӵԖࣴ‫ز‬ᇡࣁǴ
஁ζ‫و‬΢ബ཰ϐၡ‫ࠠڂޑ‬ኳԄࢂπբ΢‫ޑ‬਋‫کש‬ѱ൑ᐒ཮‫่ޑ‬ӝ‫่݀ޑ‬Ƕ
ബ཰‫وޣ‬ӛബ཰‫ڀޑ‬ᡏচӢԖࡐӭᅿǴΨࡐፄᚇǴӧബ཰߃යЀ‫ځ‬ӵԜǶ៝
ᐏ฻Ȑ2005ȑ٩Ᏽଭථࢶ‫ޑ‬ሡा౛ፕஒബ཰୏ᐒᘜયࣁ࿶ᔮ‫୏܄཮ޗک܄‬ᐒǴ٠
ॷշ΋ঁബ཰‫ޑ‬ᙁൂ୏ᐒኳࠠȐ‫ـ‬კ 1ȑᘜય‫ک‬ϩ‫݋‬ബ཰‫ޑ‬࿶ᔮ‫୏܄཮ޗک܄‬ᐒ
аϷΒ‫࣬ޑޣ‬ϕᜢ߯Ƕ
209
!2007 ԃಃΜΒۛ‫ޔ‬ᎍᏢೌࣴ૸཮!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
კ 1 ᙁൂ‫ޑ‬ബ཰୏ᐒኳࠠȐ៝ᐏ฻Ǵ2005ȑ
‫ځ‬ύǴAж߄ബ཰‫ޣ‬પᆐ‫ޑ‬ჴ౜࿶ᔮ‫୏܄‬ᐒԶ຾Չ‫ޑ‬ബ཰Ǵ‫ݮ‬๱ᐉື࿶ᔮ‫୏܄‬
ᐒΞவ୷ҁғӸࠠӛว৖‫ׯ‬๓ࠠ୏ᐒว৖ǹEж߄ബ཰‫ޣ‬р‫ܭ‬પᆐ‫ޑ‬ჹ‫܄཮ޗ‬ሽॶ
Ҟ኱‫ޑ‬ଓ‫؃‬Ǵ‫ݮ‬๱ᕵືബ཰‫୏܄཮ޗ‬ᐒஒவൂ΋ঁᡏ‫୏܄཮ޗ‬ᐒӛፄᚇ‫୏܄཮ޗ‬
ᐒว৖ǹCж߄ബ཰‫ޣ‬ჹ‫ܭ‬࿶ᔮ‫ޑ܄‬ଓ‫ک؃‬ჴ౜‫܄཮ޗ‬ሽॶҞ኱ଓ‫ࢂ؃‬ӕ฻ख़ा
‫ޑ‬ǹBж߄ബ཰‫ޣ‬ӧ࿶ၸ΋ঁਔයаࡕǴബ཰୏ᐒ೴ᅌୃӛଓ‫؃‬࿶ᔮ‫܄‬ሽॶҞ኱‫ޑ‬
ჴ౜ǹDж߄ബ཰‫ޣ‬ӧബ཰࿶ၸ΋ঁਔයаࡕǴബ཰୏ᐒ೴ᅌୃӛ‫ܭ‬Ьाଓ‫؃‬ჴ౜
‫܄཮ޗ‬ሽॶҞ኱Ƕ
Ѥ
‫ޔ‬ᎍ୘уΕ୏Ӣࣴ‫ز‬
ჹ‫ޔ‬ᎍ୘уΕ୏Ӣ‫زࣴޑ‬നԐ‫ܭـ‬ऍ୯ǴWotruba ฻Ȑ1992ȑа Mary Kay
CosmeticsǵSalasmasterǵTupperwareǵUnited Consumers Club ฻Ѥৎऍ୯‫ޔ‬ᎍϦ
љ‫ޔޑ‬ᎍ୘ࣁࣴ‫ނز‬ҹǴ௦‫ڗ‬೯ૻБԄ‫ڗ‬ኬǴᕇ‫ڗ‬Ԗਏኬҁ 491 ҽǴҔϖঁ୏ᐒ
ኳԄϷ 26 ໨πբ੝‫زࣴ܄‬дॺуΕ‫ޔ‬ᎍ‫୏ޑ‬ᐒǴ٠௦‫ڗ‬Ύϩໆ߄ᑽໆ‫؂‬΋໨πբ
੝‫܄‬ჹуΕ‫ޔ‬ᎍϦљ‫ޑ‬ख़ा‫܄‬Ƕ่݀߄ܴǴߎᒲ۳۳٠ߚࢂΓॺуΕ‫ޔ‬ᎍ‫ޑ‬Ьा
চӢǴჹ‫ঁܭ‬ΓอයҞ኱‫ޑ‬ଓ‫؃‬ǵ໒ബ٣཰‫ޑ‬໢Јǵჹౢࠔ‫ޑ‬഻ངǵᓬඁ‫ޑ‬ᖼ‫ނ‬
‫ש‬ԌϷគ‫ڗ‬дΓ‫ޑ‬ᢌ፞฻চӢǴ۳۳ωࢂᗦᙒӧୖуङࡕ‫୏ޑ‬ᐒǴ٠ࡌ᝼‫ޔ‬ᎍϦ
љӧ‫ܕ‬༅ཥ٣཰უՔਔǴᔈӭ๱ख़ӧ‫ޔ‬ᎍ٣཰‫܄཮ޗޑ‬ӣൔȐӵᄪ៉ǵᢌ፞ȑ
ǵԾ
‫ך‬ᅈ‫ى‬Ȑӵԋ൩གȑǵᆶԾЬ‫܄‬Ȑቸ‫܄‬πਔȑǴԶϿமፓߎᒲᆶ଄൤Бय़‫ޑ‬ӣውǶ
ഋளว฻Ȑ2000ȑӧჹ‫ޔ‬ᎍ୘ᚆᙍচӢ‫زࣴޑ‬ύǴᒧ᏷ Wotruba ฻‫ޑ‬ϖεኳ
ಔ‫ ޑ‬26 ໨Ӣኧύ‫ ޑ‬25 ໨բࣁϩ‫݋‬ᡂኧǴ௦Ҕ Likert ໆ߄ෳໆΑᚆᙍ‫ޣ‬྽߃уΕ
‫ޔ‬ᎍ‫୏ޑ‬ᐒǴ٠٩ख़ाำࡋӈр‫߻ޑ‬Ο໨୏ᐒࣁǺ“ёаቚуԏΕ”ǵ“πբਔ໔Ԗ
ቸ‫܄‬ǵёԾҗЍଛਔ໔”ǵ“ёխ຤ୖу૽ግፐำගϲԾ‫ૈך‬Κ”Ƕ
210
!!!!!!!!!!!!!!!!!!!!!!!!੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫ز‬ȋа‫ޔ‬ᎍ཰ࣁ‫!!ٯ‬
Ο
΋
ࣴ‫ز‬೛ीᆶϩ‫݋‬Б‫ݤ‬
ࣴ‫ز‬ኳࠠ
җ‫ޔܭ‬ᎍ཰੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ୏Ӣϩ‫ؒ݋‬Ԗԋࠠ‫ޑ‬ኳࠠ‫ک‬౛ፕёа
ॷ᠙Ǵ‫܌‬а฽‫่ޣ‬ӝ୏ᐒ౛ፕ‫ک‬ബ཰୏ᐒኳࠠǴᄬ೷р࣬ᔈ‫ޑ‬ϩ‫݋‬ኳࠠǺ
1
ਥᏵሡा୏ᐒ౛ፕё‫ޕ‬Ǵന୷ҁ‫୏ޑ‬ӢࢂٰԾ‫ܭ‬යఈ೏ᅈ‫ى‬ǴԶයఈ೏
ᅈ‫߻ޑى‬ගࢂᕇளԏ੻Ǵ೯ၸᕇளԏ੻ٰᅈ‫ى‬Ծ‫ي‬යఈǶᙁൂ߄ҢࣁȐ‫ـ‬კ 2ȑǺ
ԏ੻!
ᅈ‫!ى‬
යఈ!
ᅈ‫!ࡋى‬
୏ᐒ‫ޑ‬ౢғ!
კ 2 ୏ᐒౢғኳࠠ
2
ਥᏵബ཰୏ᐒ“Ѧ௢ϣ܎”౛ፕǴ฽‫ޣ‬ղᘐӧ‫ޔ‬ᎍ཰੃຤‫ޣ‬ӛ࿶ᔼ‫فޑޣ‬
Յᙯᡂ‫ޑ‬ၸำύǴ“Ѧ௢Κ”ቹៜӢન‫“ک‬ϣ܎Κ”ቹៜӢનࢂӕਔౢғբҔ‫ޑ‬ǹӆ
ਥᏵᙁൂബ཰‫کࠠ཮ޗ‬࿶ᔮࠠኳࠠղᘐǴ‫ޔ‬ᎍ཰੃຤‫ޣ‬ӛ࿶ᔼ‫فޑޣ‬Յᙯᡂၸำ
ύǴ“࿶ᔮ”០୏‫”཮ޗ“ک‬០୏ΨࢂӕਔౢғբҔȐӵკ 3ȑǶ
ᜪࠠ!
ٰྍ!
‫཮ޗ‬០୏!
Ѧ೽௢୏!
୏!ᐒ!
࿶ᔮ០୏!
ϣ೽܎୏!
კ 3 ୏ᐒ‫ྍٰޑ‬Ϸᜪࠠ
211
!2007 ԃಃΜΒۛ‫ޔ‬ᎍᏢೌࣴ૸཮!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
4
ӧᆕӝΑ୏ᐒ౛ፕ‫ک‬ബ཰୏ᐒኳࠠ‫ޑ‬੝ᗺ‫୷ޑ‬ᘵ΢Ǵ่ӝ΢ॊ‫ޑ‬൳ঁኳࠠा
ᗺǴ߃‫؁‬೛ीΑ‫ޔ‬ᎍ཰੃຤‫ޣ‬ӛ࿶ᔼ‫فޑޣ‬Յᙯᡂ୏ӢኳࠠȐӵკ 4ȑǺ
‫ف‬Յᙯᡂ!
੃຤‫فޣ‬Յ!
࿶ᔼ‫فޣ‬Յ!
!
I9!
!
Ⴃයᅈ‫!ى‬
I3b0I3c!
ག‫ޕ‬ᅈ‫ى‬
I6b0I6c!
!
I4b!
!
Ⴃය‫཮ޗ‬ԏ੻!
Ⴃයԏ੻!
I7!
Ȑϣ೽ȑ!
܎!
ག‫཮ޗޕ‬ԏ੻!
I8!
ག‫ޕ‬ԏ੻
I4c!
Ⴃය࿶ᔮԏ੻!
I2b0I2c!
ȐѦ೽ȑ!
ག‫ޕ‬࿶ᔮԏ੻!
I5b0I5c!
௢!
Ѧࣚ‫ڈ‬ᐟ
!
კ 4 ‫ޔ‬ᎍ཰੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ୏Ӣኳࠠ
Ԝኳࠠх֖Α੃຤‫کޣ‬࿶ᔼ‫ٿޣ‬ε‫ف‬ՅǴኳࠠύႣයᅈ‫کى‬Ⴃයԏ੻ж߄๱
྽‫ف‬Յᙯඤ߻Ȑ੃຤‫ޣ‬ȑჹԏ੻‫ک‬ᅈ‫ޑى‬යఈǹག‫ޕ‬ᅈ‫کى‬ག‫ޕ‬ԏ੻ж߄๱‫ف‬Յ
ᙯඤࡕȐ࿶ᔼ‫ޣ‬ȑჹԏ੻‫ک‬ᅈ‫ޑى‬ག‫ޕ‬ǹ่ӝ࿶ᔮࠠ‫ࠠ཮ޗ‬ബ཰౛ፕǴ‫ע‬ԏ੻ϩ
ԋ“‫཮ޗ‬ԏ੻”‫“ک‬࿶ᔮԏ੻”‫ঁٿ‬ᆢࡋǹԶӧ᏾ঁ‫ف‬ՅᙯඤၸำύǴѦࣚ‫ڈ‬ᐟբࣁ
“௢”‫ޑ‬ӢનǴԶ࣬ჹᔈ‫ޑ‬Ⴃයᆶག‫ޑޕ‬ԏ੻‫ک‬ᅈ‫߾ى‬ຎࣁ“܎”‫ޑ‬ӢનǶ
Ԝኳࠠхࡴ 7 ঁ่ᄬᡂኧǺѦࣚ‫ڈ‬ᐟǵႣය࿶ᔮԏ੻ǵႣය‫཮ޗ‬ԏ੻ǵག‫ޕ‬
࿶ᔮԏ੻ǵག‫཮ޗޕ‬ԏ੻ǵႣයᅈ‫ى‬Ϸག‫ޕ‬ᅈ‫ى‬Ǵ೭٤่ᄬᡂኧϐ໔‫׎‬ԋ 13 ঁЬ
ा‫ޑ‬Ӣ݀ᜢ߯Ƕ
Β
ࣴ‫ز‬ଷ೛
ਥᏵ੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯඤ‫୏ޑ‬Ӣኳࠠύ่ᄬᡂኧϐ໔‫ޑ‬Ӣ݀ᜢ߯ගр
Α 13 ঁ࣬ᜢଷ೛Ǻ
H1aǺѦࣚ‫ڈ‬ᐟᆶႣය࿶ᔮԏ੻ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H1bǺѦࣚ‫ڈ‬ᐟᆶႣය‫཮ޗ‬ԏ੻ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H2aǺႣය࿶ᔮԏ੻ᆶႣයᅈ‫ى‬ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H2bǺႣය‫཮ޗ‬ԏ੻ᆶႣයᅈ‫ى‬ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H3aǺႣය࿶ᔮԏ੻ᆶག‫ޕ‬࿶ᔮԏ੻ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
212
!!!!!!!!!!!!!!!!!!!!!!!!੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫ز‬ȋа‫ޔ‬ᎍ཰ࣁ‫!!ٯ‬
H3bǺႣය‫཮ޗ‬ԏ੻ᆶག‫཮ޗޕ‬ԏ੻ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H4aǺѦࣚ‫ڈ‬ᐟᆶག‫ޕ‬࿶ᔮԏ੻ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H4bǺѦࣚ‫ڈ‬ᐟᆶག‫཮ޗޕ‬ԏ੻ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H5aǺག‫ޕ‬࿶ᔮԏ੻ᆶག‫ޕ‬ᅈ‫ى‬ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H5bǺག‫཮ޗޕ‬ԏ੻ᆶག‫ޕ‬ᅈ‫ى‬ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H6ǺѦࣚ‫ڈ‬ᐟᆶႣයᅈ‫ى‬ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H7ǺѦࣚ‫ڈ‬ᐟᆶག‫ޕ‬ᅈ‫ى‬ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
H8ǺႣයᅈ‫ى‬ᆶག‫ޕ‬ᅈ‫ى‬ϐ໔ևᡉ๱࣬ᜢᜢ߯Ƕ
Ο
่ᄬᡂኧ‫ޑ‬ෳໆ
ӧ‫ޔ‬ᎍ཰੃຤‫ޣ‬ӛ࿶ᔼ‫فޑޣ‬Յᙯᡂ୏ӢኳࠠύǴ‫่ঁ؂‬ᄬᡂኧ೿೯ၸ΋ঁ
‫܈‬ӭঁᢀෳᡂኧٰෳໆǴୖԵम୯ǵᆵ᡼‫ޑ‬уΕ‫ޔ‬ᎍ୘୏Ӣࣴ‫کز‬ബ཰୏Ӣࣴ‫ز‬
‫࣬ޑ‬ᜢࣴ‫่݀ز‬Ǵჹ่ᄬᡂኧ‫ޑ‬ෳໆ଺рӵΠ೛ीǶ
1 Ѧࣚ‫ڈ‬ᐟхࡴ“Ϧљ‫ڈ‬ᐟ”ǵ“ౢࠔ‫ڈ‬ᐟ”Ϸ“‫ޔ‬ᎍ঩‫ڈ‬ᐟ”ǴϩձҔᡂኧ“Ϧљ
‫ޕ‬ӜࡋଯǵϦљዛߎ‫֎ࡐࡋڋ‬ЇϷϦљԖ஑཰‫૽୻ޑ‬ᡏ‫”ڋ‬ǵ“ౢࠔࠔ፦ࡐӳǵౢ
ࠔሽ਱ӝ፾Ϸౢࠔᅿᜪၨӭ”ǵ“‫ޔ‬ᎍ঩ᇥܺΚࡐமǵ‫ޔ‬ᎍ঩ࡐԋфགྷਏүϷ‫ޔ‬ᎍ
঩ᜫཀᔅշ‫”ך‬຾Չෳໆǹ
2 Ⴃය࿶ᔮԏ੻Ϸག‫ޕ‬࿶ᔮԏ੻ǺҔᡂኧ“ቚуԏΕ”ǵ“ϿҬิ”ǵ“ᖺᒲ৒
ܰ”ǵ“ԾҗЍଛਔ໔”ǵ“ଏр॥ᓀλ”ǵ“ؒԖ཰ᕮा‫”؃‬Ϸ“൨‫ډפ‬΋ҽᙍ཰”຾Չ
ෳໆǹ
3 Ⴃය‫཮ޗ‬ԏ੻Ϸག‫཮ޗޕ‬ԏ੻ǺҔᡂኧ“ಔࡌԾρი໗”ǵ“ᐟวԾρ‫ޑ‬ወ
ૈ”ǵ“ჴ౜ബ཰‫ޑ‬ფགྷ”ǵ“‫׳ک‬ӭ‫ޑ‬ΓҬ۳”ǵ“ள‫཮ޗډ‬൧ख़”ǵ“‫ׯ‬ᡂ౜Ԗғࢲ”
Ϸ“଺ࡷᏯ‫܄‬πբ”຾Չෳໆǹ
4 Ⴃයᅈ‫ى‬Ǻ“Ⴃයᅈ‫”ࡋى‬
5 ག‫ޕ‬ᅈ‫ى‬Ǻ“ག‫ޕ‬ᅈ‫”ࡋى‬
Ѥ
ୢ‫ڔ‬೛ीϷኬҁඔॊ
ӧୢ‫ڔ‬೛ीϐ߻Ǵ฽‫ޣ‬ჹΒΜΒӜٰԾቶܿ࣪ϖ০ࠤѱ‫ޑ‬ӧၸѐΟԃϣҗൂ
પ٬Ҕ‫ޔ‬ᎍౢࠔ 3 ঁДа΢‫੃ޑ‬຤‫ޣ‬ᙯᡂԋ‫ޔ‬ᎍ୘‫ޣ‬຾ՉΑుΕೖፋǴҗԜ߃‫؁‬
ዴ‫ۓ‬Αୢ‫ڔ‬ፓࢗ‫ޑ‬Ьा໨ҞǶୢ‫؁߃ڔ‬೛ीϐࡕ຾ՉΑႣෳ၂ǴਥᏵෳ၂‫่݀ޑ‬
ჹୢ௔຾ՉΑ΋‫ۓ‬ፓ᏾Ƕ
၀ୢ‫ڔ‬Ьाҗ‫ٿ‬೽ϩᄬԋǴಃ΋೽ϩࢂ࣬ᜢᡂኧ‫ޑ‬ෳໆǴ‫܌‬Ԗᚒ໨௦Ҕ 10
ϩໆ߄຾ՉࡋໆǴ1 ࣁനեϩǴ10 ࣁനଯϩǹ٬Ҕ 10 ϩໆ߄‫ޑ‬Ҟ‫ࣁࢂޑ‬Α෧ե៝
213
!2007 ԃಃΜΒۛ‫ޔ‬ᎍᏢೌࣴ૸཮!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
࠼ӧፓࢗύ៝ϷϦљ‫׎‬ຝ‫ک‬Ծ‫ך‬Ј౛སҢ‫ޑ‬ቹៜԶୃӛѺଯϩǶಃΒ೽ϩࢂ‫ڙ‬ೖ
‫ঁޑޣ‬ΓၗૻǶ
ҁࣴ‫ز‬а୯ϣೕኳၨε‫ޑ‬Οৎ‫ޔ‬ᎍϦљၸѐΟԃϣҗൂપ٬Ҕ‫ޔ‬ᎍౢࠔ 3 ঁ
Да΢‫੃ޑ‬຤‫ޣ‬ᙯᡂԋ࿶ᔼ‫ޔޑޣ‬ᎍ୘ࣁፓࢗჹຝǴ೯ၸΟৎϦљӧቶܿ࣪ 5 ঁ
ࠤѱ‫ޔޑ‬ᎍ୘ი໗ॄೢΓ‫ڐޑ‬շǴᒧ‫ڗ‬БߡኬҁǴаແ஌ୢ‫ޑڔ‬БԄว‫ܫ‬ୢ‫ ڔ‬300
ҽǴჴሞӣԏୢ‫ ڔ‬280 ҽǴӣᔈ౗ࣁ 93.33ʘǴ‫ځ‬ύԖਏୢ‫ ڔ‬275 ҽǴԖਏ౗ࣁ
98.21ʘǶ
Οৎ‫ޔ‬ᎍϦљ‫ڙޑ‬ೖ‫ޣ‬ϩձࣁ 60ǵ126 Ϸ 89 Γǹ‫ځ‬ύζ‫܄‬э 74.91ʘǴ‫܄ت‬
э 25.09ʘǹԃសа 26ɡ35 ྃࣁനӭǴэ 54.55ʘǴ‫ځ‬ԛࣁ 36ɡ45 ྃǴэ 33.82
ʘǴ18-25 ྃ‫ ک‬46-55 ྃԃសࢤϩձࣁ 10.55%‫ ک‬1.09%ǹৎ৥ДԏΕࣁ 4000ɡ8000
ϡǵ8000ɡ12000 ϡϷ 12000-16000 ϡ‫ڙޑ‬ೖ‫܌ޣ‬э‫ޑ‬К‫ٯ‬ϩձࣁ 30.91ʘǵ25.82
ʘϷ 20.36ʘǹவ‫ڙ‬ೖ‫ޑޣ‬ᙍ཰ٰ࣮Ǵӧࡹ۬ᐒᜢ/٣཰ൂՏ‫ک‬Ҿ཰ᆅ౛πբ‫ޑ‬К
‫ٯ‬നεǴϩձэ 28.73ʘ‫ ک‬28.00ʘǹԖ 30.55ʘϷ 31.64ʘ‫ڙޑ‬ೖ‫ڀޣ‬Ԗε஑‫܈‬ҁ
ࣽᏢᐕǹ‫ڙ‬ೖ‫ޣ‬ύ 88.36ʘ‫ޑ‬ឦ‫ܭ‬ςஆǶ
ϖ
ϩ‫݋‬Б‫ݤ‬
ҁࣴ‫ز‬ၮҔඔॊ‫܄‬಍ीǵБৡϩ‫݋‬ǵЬԋϩϩ‫݋‬ǵӢኧϩ‫݋‬฻಍ीϩ‫݋‬Б‫ݤ‬Ǵ
٠ॷշ SPSS12.0 ಍ी೬ᡏǴჹ‫܌‬ளၗ਑຾Չϩ‫݋‬Ƕ
စ
΋
ϩ‫่݀݋‬Ϸኳࠠᔠᡍ
ਏࡋ‫ࡋߞک‬ᔠᡍ
ҁࣴ‫ز‬ໆ߄‫ޑ‬೛ीࢂୖྣ߻Γ‫زࣴޑ‬ԋ݀Ǵ٠่ӝബ཰୏ᐒኳࠠуаঅ‫ׯ‬Զ
ԋǴӢԜ‫ڀ‬Ԗၨଯ‫ޑ‬ϣ৒ਏࡋǶࣁᔠᡍໆ߄‫่ޑ‬ᄬਏࡋǴჹѦࣚ‫ڈ‬ᐟύ‫ޑ‬Οಔᢀ
ჸᡂኧаϷႣයᆶག‫ޑޕ‬࿶ᔮԏ੻‫཮ޗک‬ԏ੻ᡂኧ຾ՉΑЬӢኧϩ‫݋‬Ƕ‫ڗܜ‬Αϖ
ঁЬाӢኧǴ੝ቻਥ֡ε‫ ܭ‬1Ǵှញᕴᡂ౦‫ ޑ‬73.934ʘǶவ҅Ҭ௽ᙯࡕ‫ޑ‬Ӣኧॄ
಻ંତёа࣮рǴ೭ϖঁӢኧϩձჹᔈ࿶ᔮԏ੻ǵ‫཮ޗ‬ԏ੻ǵѦࣚ‫ڈ‬ᐟȐϦљ‫ڈ‬
ᐟǵౢࠔ‫ڈ‬ᐟǵ‫ޔ‬ᎍ঩‫ڈ‬ᐟȑ೭Οঁ่ᄬᡂኧǶନ“ؒԖ཰ᕮा‫”؃‬ǵ“‫ׯ‬ᡂ౜Ԗғ
ࢲ”‫ঁٿ‬ᢀෳᡂኧаѦǴ‫ځ‬дӚᢀෳᡂኧ֡ࡐӳӦԏᔙ‫ܭ‬ӚԾ‫่ޑ‬ᄬᡂኧǶӢኧϩ
‫ࡐ่݀ޑ݋‬ӳӦ᛾ܴᕕ่ᄬᡂኧ‫ޑ‬Ԗਏ‫܄‬Ƕ
ӧਏࡋᔠᡍ‫୷ޑ‬ᘵ΢Ǵஒ“ؒԖ཰ᕮा‫ׯ“ک”؃‬ᡂ౜Ԗғࢲ”մନࡕ຾Չߞࡋ
ᔠᡍǴа Cronbach's Alpha ߯ኧբࣁᑽໆ኱ྗǴӚ่ᄬᡂኧෳໆߞࡋ‫ޑ‬
ӧ 0.72ɡ0.88 ϐ໔Ǵᇥܴෳໆ‫ڀ‬Ԗၨଯ‫ޑ‬ϣӧ΋ठ‫܄‬Ƕ
214
ᔠᡍॶ
!!!!!!!!!!!!!!!!!!!!!!!!੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫ز‬ȋа‫ޔ‬ᎍ཰ࣁ‫!!ٯ‬
Β
่ᄬᡂኧ‫ॶڗޑ‬Ϸᡂ౦ϩ‫݋‬
Ӛ่ᄬᡂኧ‫ޑ‬ѳ֡‫ॶڗ‬Ϸ኱ྗৡीᆉ่݀ӈ‫ ߄ܭ‬1Ƕ่݀߄ܴǴคፕࢂ‫ڙ‬ೖ
‫ޑޣ‬ག‫ޕ‬ᅈ‫ࡋى‬Ǵག‫ޕ‬࿶ᔮԏ੻Ǵᗋࢂག‫཮ޗޕ‬ԏ੻೿ଯ‫فܭ‬Յᙯඤ߻࣬ᔈ‫ޑ‬Ⴃ
යॶǴᇥܴ‫ڙ‬ೖ‫ޣ‬ӧֹԋ‫ف‬ՅᙯᡂϐࡕǴคፕࢂ࿶ᔮਏ੻΢Ǵᗋࢂ‫཮ޗ‬ਏ੻΢Ǵ
೿Ԗၨӳ‫ޑ‬ԏᛘǴКၨԶ‫཮ޗق‬ԏ੻Бय़‫ޑ‬ԏᛘाଯ‫ܭ‬࿶ᔮԏ੻Бय़‫ޑ‬ԏᛘǶό
ၸჹ‫཮ޗܭ‬ਏ੻Զ‫ق‬ǴคፕࢂႣයளϩᗋࢂག‫ޕ‬ளϩǴ኱ྗৡ೿КၨεǴᇥܴ‫ڙ‬
ೖ‫ޣ‬ჹ‫཮ޗ‬ਏ੻‫ޑ‬Ⴃය‫ک‬ག‫ޕ‬΢೿Ӹӧၨε‫ޑ‬ϩ‫ݔ‬Ƕ
߄ 1 ่ᄬᡂኧ‫کॶ֡ޑ‬኱ྗৡ
่ᄬᡂኧ
֡ॶ
኱ྗৡ
ག‫ޕ‬ᅈ‫ࡋى‬
Ⴃයᅈ‫ࡋى‬
ག‫ޕ‬࿶ᔮԏ੻
ག‫཮ޗޕ‬ԏ੻
Ⴃය࿶ᔮԏ੻
Ⴃය‫཮ޗ‬ԏ੻
Ѧࣚ‫ڈ‬ᐟ
7.8602
7.4269
7.6589
7.1862
7.5698
6.8401
8.3673
2.0546
1.2561
1.5625
2.3654
1.2614
2.6984
1.0326
Ѧ೽௢୏Ӣન“Ѧ೽‫ڈ‬ᐟ”‫ޑ‬ѳ֡‫ॶڗ‬ӧ 7 ঁ่ᄬᡂኧύࢂനଯ‫ޑ‬ǴԶ኱ྗৡ
ࠅࢂനե‫ޑ‬ǴᇥܴѦ೽௢୏‫ޑ‬Κໆӧ‫ޔ‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫ޣ‬ᙯᡂ‫ޑ‬ၸำύाၨ΋ठ
Ӧଯ‫ܭ‬ϣ೽܎୏‫୏ޑ‬ΚǶ
Ο
่ᄬᡂኧϐ໔‫࣬ޑ‬ᜢϩ‫݋‬
ਥᏵ‫ޔ‬ᎍ཰੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ୏Ӣኳࠠ‫୷ޑ‬ҁ่ᄬ‫ک‬ଷ೛Ǵ฽‫ޣ‬೯ၸ
࣬ᜢϩ‫่زٰࣴ݋‬ᄬᡂኧϐ໔‫ޑ‬ᜢ߯Ƕϩ‫่݀ޑ݋‬ᡉҢǴଷ೛ύ‫ ޑ‬13 ঁᜢ߯ӄ೽
ள‫ډ‬᛾ჴǴ࣬ᜢ߯ኧ‫ޑ‬ᡉ๱‫܄‬Нѳ֡ၲ‫ ډ‬0.05Ȑ‫ـ‬კ 4ȑǶ
ჹ“Ⴃයᅈ‫”ࡋى‬ቹៜനε‫“ࢂޑ‬Ⴃය࿶ᔮԏ੻”Ǵջ‫ޔ‬ᎍ୘ӧ‫ف‬Յᙯᡂ߻Ǵ‫ځ‬
୏ӢЬाҗႣය࿶ᔮԏ੻ЬᏤǴՠ“Ѧࣚ‫ڈ‬ᐟ”‫࣬ޑ‬ᜢ߯ኧΨၲ‫ډ‬Α 0.623ǴᇥܴѦ
ࣚ‫ڈ‬ᐟ‫ޑ‬ቹៜჹႣයᅈ‫ى‬Ψଆ๱࣬྽ε‫ޑ‬բҔǶ
ჹ“ག‫ޕ‬ᅈ‫”ࡋى‬ቹៜനε‫“ࢂޑ‬Ѧࣚ‫ڈ‬ᐟ”Ǵ‫ځ‬ԛࢂ“ག‫཮ޗޕ‬ԏ੻”Ƕᇥܴ‫ޔ‬
ᎍ୘‫ف‬ՅᙯᡂࡕǴ٩ฅ཮‫ډڙ‬Ѧࣚ‫ڈ‬ᐟКၨε‫ޑ‬ቹៜǴёૈҗ‫ܭ‬ჹ࿶ᔮԏ੻‫ޑ‬Ⴃ
ය҂ૈࡐӳӦჴ౜Ǵߺ১Α࿶ᔮਏ੻ჹག‫ޕ‬ᅈ‫ޑࡋى‬ቹៜǴ٬ளჹ‫཮ޗ‬ԏ੻‫ޑ‬ག
‫ޕ‬ԋࣁག‫ޕ‬ᅈཀ‫ޑ‬ख़ाቹៜӢનǶ
215
!2007 ԃಃΜΒۛ‫ޔ‬ᎍᏢೌࣴ૸཮!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
வኳࠠ 4 ᗋёа࣮рǴନΑ“Ⴃය‫཮ޗ‬ԏ੻”ϐѦǴ“Ѧࣚ‫ڈ‬ᐟ”ჹ“Ⴃය࿶ᔮԏ
੻”ǵ“ག‫ޕ‬࿶ᔮԏ੻”ǵ“ག‫཮ޗޕ‬ԏ੻”ǵ“Ⴃයᅈ‫”ࡋى‬Ϸ“ག‫ޕ‬ᅈ‫”ࡋى‬೿߄౜р
ଯࡋ‫࣬ޑ‬ᜢǴ٠Ъჹ‫“ܭ‬ག‫ޕ‬ᅈ‫”ࡋى‬Զ‫ق‬Ǵ“Ѧࣚ‫ڈ‬ᐟ”‫࣬ޑ‬ᜢ‫܄‬നଯǶᇥܴӧ‫ޔ‬
ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫ޣ‬ᙯᡂ‫ޑ‬᏾ঁၸำύǴѦࣚ‫ڈ‬ᐟ೿ଆ๱ख़ा‫ޑ‬բҔǴӵ݀όૈԖ
ਏӦ຾ՉѦࣚ‫ڈ‬ᐟǴൂ᎞ϣ೽܎୏Κࢂό‫ى‬аֹԋ‫ف‬Յᙯඤ‫ޑ‬ǴᗋԖёૈ཮Ꮴठ
җ‫ܭ‬ϣ೽܎୏ό‫ى‬Ǵ੃຤‫ޣ‬ύ೼ଏр‫ف‬Յᙯᡂ‫ޑ‬௃‫ݩ‬Ƕ
‫ف‬Յᙯᡂ!
੃຤‫فޣ‬Յ!
࿶ᔼ‫فޣ‬Յ!
!
1/546
!
Ⴃයᅈ‫!ى‬
bǺ1/742!
ག‫ޕ‬ᅈ‫!ى‬
bǺ1/547!
!
1/467!
!
cǺ1/524!
Ⴃය‫཮ޗ‬ԏ੻
Ⴃයԏ੻!
1/734
Ȑϣ೽ȑ!
܎!
cǺ1/632!
ག‫཮ޗޕ‬ԏ੻!
1/723
ག‫ޕ‬ԏ੻!
1/679!
Ⴃය࿶ᔮԏ੻
ག‫ޕ‬࿶ᔮԏ੻!
bǺ1/779!
ȐѦ೽ȑ!
bǺ1/59:!
cǺ1/437!
௢!
Ѧࣚ‫ڈ‬ᐟ!
!
cǺ1/476!
კ 4 ่ᄬᡂኧϐ໔‫࣬ޑ‬ᜢ߯ኧ
Ѥ
่ᄬᡂኧᆶᢀෳᡂኧ‫ޑ‬ᜢ߯
ӧҁࣴ‫ز‬ύǴ‫؂‬΋ঁ่ᄬᡂኧ೿ࢂவ΋ঁ‫ޣ܈‬ऩυ࣬ᜢᢀෳᡂኧύ‫ޑڗܜ‬Ь
ԋϩǴӢԜ฽‫ޣ‬೯ၸӢኧளϩ߯ኧંତȐ‫ ߄ـ‬2ȑٰԵ่ࢗᄬᡂኧᆶᢀෳᡂኧϐ
໔‫ޑ‬ᜢ߯Ƕ
வ߄ 2 ёа࣮рǴჹ“Ⴃය࿶ᔮԏ੻”ଅ᝘ၨε‫ޑ‬ᢀෳᡂኧࢂ“ቚуԏΕ”ǵ“ᖺ
ᒲ৒ܰ”‫“ک‬ଏр॥ᓀλ”ǴԶ“൨‫ډפ‬΋ҽᙍ཰നե”ǶҗԜё‫ـ‬Ǵӧ੃຤‫ޣ‬ӛ࿶ᔼ
‫فޣ‬Յᙯᡂ߻ϣ೽܎୏ΚЬाᡏ౜ӧᐟว‫ځ‬ቚуԏΕ‫ޑ‬టఈ‫ک‬ᇥܴଏр॥ᓀλ‫ޑ‬
Бय़ǴԶόࢂӢࣁሡा΋ҽᙍ཰ωᒧ᏷வ٣‫ޔ‬ᎍ୘΢Ƕӧ“Ⴃය‫཮ޗ‬ԏ੻”Бय़Ǵ“ჴ
౜ബ཰‫ޑ‬ფགྷ”ǵ“ಔࡌԾρ‫ޑ‬ი໗”Ϸ“‫׳ک‬ӭ‫ޑ‬ΓҬ۳”ࢂ߻Οঁଅ᝘ၨε‫ޑ‬ᢀჸ
ᡂኧǶҗԜᇥܴǴჴ౜ബ཰ფགྷӧ‫ޔ‬ᎍ୘‫ޑ‬ЈҞύ՞Ԗࡐख़‫ޑ‬ӦՏǴӕਔΨࡐ‫׆‬
ఈ೯ၸಔࡌԾρ‫ޑ‬ი໗ԋࣁი໗‫ޑ‬ሦᏤ‫ޣ‬Ǵ٠Ъӧ‫཮ޗ‬΢ᕇளΓሞҬ۳‫ޑ‬ԋфǹ
Զ‫ڙ‬ೖ‫ޣ‬ᇡࣁவ٣‫ޔ‬ᎍ٠όૈࡐӳӦ“ள‫཮ޗډ‬൧ख़”Ǵ҅ࢂҞ߻ύ୯‫ޔ‬ᎍ཰‫ޑ‬ნ
ၶǴό‫ࡷ଺“ע‬Ꮿ‫܄‬πբ”բࣁख़ा‫཮ޗޑ‬ԏ੻ǴΨࡐ಄ӝύ୯୯҇දၹ‫ޑ‬ሽॶᢀǶ
216
!!!!!!!!!!!!!!!!!!!!!!!!੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫ز‬ȋа‫ޔ‬ᎍ཰ࣁ‫!!ٯ‬
߄ 2 Ⴃය࿶ᔮȐ‫཮ޗ‬ȑԏ੻Ϸག‫ޕ‬࿶ᔮȐ‫཮ޗ‬ȑԏ੻Ӣኧளϩ߯ኧ
Ⴃයԏ੻
ᢀෳᡂኧ
࿶ᔮ
ག‫ޕ‬ԏ੻
‫཮ޗ‬
࿶ᔮ
ቚуԏΕ
0.623
0.627
ϿҬิ
0.325
0.525
ᖺᒲ৒ܰ
0.573
0.373
ԾҗЍଛਔ໔
0.303
0.603
ଏр॥ᓀλ
0.408
0.408
൨‫ډפ‬΋ҽᙍ཰
0.289
0.319
‫཮ޗ‬
ಔࡌԾρი໗
0.602
0.632
ᐟวԾρ‫ޑ‬ወૈ
0.387
0.287
ჴ౜ബ཰‫ޑ‬ფགྷ
0.709
0.509
‫׳ک‬ӭ‫ޑ‬ΓҬ۳
0.565
0.768
ள‫཮ޗډ‬൧ख़
0.268
0.368
଺ࡷᏯ‫܄‬πբ
0.319
0.219
ჹ“ག‫ޕ‬࿶ᔮԏ੻”ଅ᝘ၨε‫ޑ‬ᢀෳᡂኧϩձࢂ“ቚуԏΕ”ǵ“ԾҗЍଛਔ໔”
‫“ک‬ϿҬิ”Ǵᆶ“Ⴃය࿶ᔮԏ੻”࣬К‫܌‬όӕ‫ࢂޑ‬Ǵ੃຤‫ޣ‬ӧ‫ف‬Յᙯᡂࡕ᝺ளᖺᒲ
٠ؒԖႣයٗሶ৒ܰǶ٣ჴΨ‫ޑ‬ዴӵԜǴࡐӭΓӧவ٣‫ޔ‬ᎍϐ߻ჹ‫ޔ‬ᎍ٠όᕕှǴ
ஒ‫ޔ‬ᎍགྷႽࣁ“΋‫ڹ‬ኪ൤”‫ޑ‬ᐒ཮ǴѝԖ‫ځي׫‬ύਔǴω‫ޕ‬ၰ‫ޔ‬ᎍΨຝ‫ځ‬дՉ཰΋
ኬǴԖ΋ϩહસǴωԖ΋ϩԏᛘǴ‫܌‬όӕ‫ࢂޑ‬ϙሶਔংહǴӵՖહࢂёаԾρЍ
ଛ‫ޑ‬ǶԶჹ“ག‫཮ޗޕ‬ԏ੻”ଅ᝘നε‫ޑ‬ᢀෳᡂኧϩձࢂ“‫׳ک‬ӭ‫ޑ‬ΓҬ۳”ǵ“ಔࡌ
Ծρ‫ޑ‬ი໗”ǴϷ“ჴ౜ബ཰‫ޑ‬ფགྷ”ǴᆶႣය‫཮ޗ‬ԏ੻࣬КǴ੃຤‫ޣ‬ӧ‫ف‬Յᙯᡂࡕ
ᡂள‫׳‬у౛‫ک܄‬ჴሞǴҬࡐӭܻ϶аᘉ৖Ծρ‫ޑ‬Γሞᜢ߯Ǵಔࡌი໗аගϲԾρ
‫ޑ‬ᆅ౛ϷሦᏤૈΚǴ೿ࢂჴ౜ബ཰ფགྷ‫ؼޑ‬ӳ໒ᆄǶ
ϖ
Ѧࣚ‫ڈ‬ᐟᆶ‫ځ‬ᢀෳᡂኧϐ໔‫ޑ‬ᜢ߯
Ѧࣚ‫ڈ‬ᐟӧӚᢀෳᡂኧ΢‫ޑ‬Ӣኧளϩӵკ 5 ‫܌‬ҢǶவύёа࣮рǴӧ੃຤‫ޣ‬
ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫ޑ‬ၸำύǴ‫ޔ‬ᎍ঩‫ڈޑ‬ᐟቹៜࢂനε‫ޑ‬Ǵ‫ځ‬ԛࢂౢࠔ‫ڈ‬ᐟǴௗ
๱ࢂϦљ‫ڈ‬ᐟǶుࡋೖፋύӭኧ೏ೖ‫߄ޣ‬ҢǴӧௗ᝻ౢࠔ‫ډ‬ԋࣁ࿶ᎍ୘‫ޑ‬᏾ঁၸ
ำύǴ‫ޔ‬ᎍ঩೿๏ϒࡐம‫ޑ‬ቹៜǴࣗԿ཮வ‫ޔ‬ᎍ঩‫ޑ‬ન፦ѐ௢ᘐౢࠔ‫ࠔޑ‬፦‫ک‬Ϧ
љ‫៉ߞޑ‬Ƕ“‫ޔ‬ᎍ঩ᇥܺΚࡐம”ǵ“Ϧљዛߎ‫֎ࡐࡋڋ‬Ї”Ϸ“ౢࠔࠔ፦ࡐӳ”ࢂѦ
ࣚ‫ڈ‬ᐟΟঁനख़ा‫ޑ‬ਡЈᡂኧǶ
၀่݀๏ϒ‫ޔ‬ᎍ཰‫௴ޑ‬ҢࢂǴा٬΋Ӝ੃຤‫ޣ‬ԋфᙯᡂԋ΋Ӝ࿶ᔼ‫ޣ‬Ǵ‫ځ‬Ѧ
ࣚ‫ڈ‬ᐟЬाٰྍΟঁБय़Ǵ΋ࢂाԖᇥܺૈΚம‫ޔޑ‬ᎍ঩‫ޑ‬ൻൻ๓ᇨǴΒࢂϦљ
ዛߎ‫֎୼ىࡋڋ‬ЇǴΟࢂϦљౢࠔࠔ፦΢४Ƕ
217
!2007 ԃಃΜΒۛ‫ޔ‬ᎍᏢೌࣴ૸཮!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
‫ޔ‬ᎍ঩ᇥܺ
Κࡐம
0.832
‫ޔ‬ᎍ঩ࡐԋ
0.781
фགྷਏү!
‫ޔ‬ᎍ঩!
0.716
‫ޔ‬ᎍ঩‫ڈ‬ᐟ
ᜫཀᔅշ‫!ך‬
0.775
Ϧљዛߎ‫ڋ‬
ౢࠔࠔ፦!
Ѧ!ࣚ!
ࡋࡐ֎Ї
ࡐӳ!
‫!ڈ‬ᐟ!
0.635
0.554
0.772
0.826
Ϧљ‫ڈ‬ᐟ!
0.726
ౢࠔ‫ڈ‬ᐟ!
0.682
0.709
0.712
Ϧљ!
ϦљԖ஑཰
ౢࠔሽ਱!
ౢࠔᅿᜪ!
‫ޕ‬Ӝࡋଯ
‫૽୻ޑ‬ᡏ‫ڋ‬
ӝ፾
ၨӭ!
კ 5 Ѧࣚ‫ڈ‬ᐟӧӚᢀෳᡂኧ΢‫ޑ‬Ӣኧளϩ
Ϥ
Γα಍ी੝ቻჹᡂኧ‫ޑ‬ቹៜ
аΓα಍ी੝ቻȐхࡴ‫܄‬ձǵԃសǵৎ৥ДԏΕǵᙍ཰ǵ௲‫ػ‬ำࡋǵஆ࠷‫ރ‬
‫ݩ‬ȑࣁӢનǴа่ᄬᡂኧࣁӢᡂኧ຾ՉӭϡБৡϩ‫݋‬Ƕ่݀߄ܴǴৎ৥ДԏΕჹ
Ⴃය࿶ᔮԏ੻ǵག‫ޕ‬ᅈ‫ࡋى‬ౢғΑᡉ๱ቹៜǹ௲‫ػ‬ำࡋჹѦࣚ‫ڈ‬ᐟǵག‫཮ޗޕ‬ԏ
੻ౢғΑᡉ๱ቹៜȐ‫ ߄ـ‬3ȑǴԶ‫ځ‬дӢન߾ؒԖౢғᡉ๱ቹៜǶ
߄ 3 ৎ৥ДԏΕϷ௲‫ػ‬ำࡋᆶ่ᄬᡂኧБৡϩ‫߄݋‬Ȑ೽ϩȑ
Їኧ
Ӣᡂኧ
ѳБ‫ک‬
֡Б‫ک‬
Fॶ
ᡉ๱‫܄‬Нྗ
ৎ৥ДԏΕ
Ⴃය࿶ᔮԏ੻
53.96
7.32
4.03
.028
ག‫ޕ‬ᅈ‫ࡋى‬
44.19
6.08
5.77
.009
Ѧࣚ‫ڈ‬ᐟ
46.75
6.38
4.23
.010
ག‫཮ޗޕ‬ԏ੻
60.19
7.08
3.77
.037
௲‫ػ‬ำࡋ
຾΋‫ޑ؁‬ϩ‫ܴ߄݋‬Ǵৎ৥ԏΕၨե‫ޔޑ‬ᎍ୘ჹ࿶ᔮԏ੻‫ޑ‬Ⴃයѳ֡ॶၨଯǴ
Ѐ‫ࢂځ‬ჹ“ቚуԏΕ”ǵ“ჴ౜ബ཰‫ޑ‬ფགྷ”߄౜рၨமਗ਼‫ޑ‬ᜫఈǹৎ৥ԏΕၨଯ‫ޑ‬
ᙯඤ‫ޑޣ‬ѳ֡ག‫ޕ‬ᅈ‫߾ࡋى‬ၨଯǴᇥܴଯԏΕ੃຤‫فޣ‬Յᙯඤࡕ‫ޑ‬ᅈ‫୷ࡋى‬ҁၲ
218
!!!!!!!!!!!!!!!!!!!!!!!!੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫ز‬ȋа‫ޔ‬ᎍ཰ࣁ‫!!ٯ‬
‫ډ‬ႣයǶ௲‫ػ‬ำࡋၨե‫ޔޑ‬ᎍ୘ჹ“Ѧࣚ‫ڈ‬ᐟ”ǴЀ‫ࢂځ‬ౢࠔ‫ޔک‬ᎍ঩‫ڈ‬ᐟ‫ޑ‬ϸᔈ
֡ॶၨଯǴᇥܴ೭೽ϩΓКၨ৒ܰ‫ڙ‬Ѧࣚ‫ڈ‬ᐟ‫ޑ‬ቹៜ‫“ک‬௢୏”ǹԶ௲‫ػ‬ำࡋၨଯ
‫੃ޑ‬຤‫ޣ‬ჹѦࣚ‫ڈ‬ᐟ‫ޑ‬ϸᔈ֡ॶ࣬ჹၨλǴ߄ܴ௲‫ػ‬ำࡋຫଯǴԾ‫ך‬ϩᒣΚ཮ຫ
மǴ‫ڙ‬Ѧࣚ‫ڈ‬ᐟ‫ޑ‬ቹៜ཮ຫ১ǴԶ‫࣮׳‬ख़‫ࢂޑ‬ёа“ԾҗЍଛਔ໔”ǹӧག‫཮ޗޕ‬
ԏ੻Бय़‫ޑ‬ѳ֡ளϩǴ௲‫ػ‬ำࡋଯ‫ޑ‬ᙯඤ‫ޣ‬ाଯ‫ܭ‬௲‫ػ‬ำࡋե‫ޑ‬ᙯඤ‫ޣ‬ǹԶӧག
‫ޕ‬࿶ᔮԏ੻Бय़Ǵ௲‫ػ‬ำࡋ‫ޑ‬ቹៜΨࢂᡉ๱‫ޑ‬Ƕᆕӝа΢ϩ‫݋‬฽‫ޣ‬ᇡࣁǴӧ‫ޔ‬ᎍ
੃຤‫ޣ‬ӛ࿶ᔼ‫ޣ‬ᙯඤ‫ޑ‬ၸำύǴᙯඤ‫ޑޣ‬ৎ৥ԏΕНྗ،‫ۓ‬Α‫ځ‬ჹࡑ“࿶ᔮԏ੻”
‫཮ޗ“ک‬ԏ੻”‫ޑ‬ᄊࡋǴᆶ“࿶ᔮ‫”཮ޗک‬ᆢࡋև࣬ᜢᜢ߯ǴԶ௲‫ػ‬ำࡋ߾،‫ۓ‬ΑѦ
೽ቹៜ‫ک‬ϣ೽ቹៜ‫ޑ‬Ԗਏ‫܄‬Ǵᆶ“Ѧ௢‫ک‬ϣ܎”ᆢࡋև࣬ᜢᜢ߯Ƕ
Ҵ
΋
ࣴ‫่ز‬ፕᆶ૸ፕ
“࿶ᔮᆶ‫୏ޑ”཮ޗ‬Ӣϩ‫݋‬
ӧ‫ޔ‬ᎍ཰ύǴ྽΋Ӝ੃຤‫ޣ‬ӛ΋Ӝ࿶ᔼ‫فޣ‬Յᙯᡂ߻Ǵ࿶ᔮӢન‫ޑ‬០୏բҔ
ε‫཮ޗܭ‬ӢનǴ࿶ᔮԏ੻ჹႣයᅈ‫ޑࡋى‬ቹៜȐቹៜ߯ኧࣁ 0.631ȑε‫ܭ‬ჹག‫ޕ‬ᅈ
‫ޑࡋى‬ቹៜȐቹៜ߯ኧࣁ 0.536ȑǹё‫੃ـ‬຤‫ޣ‬ჹ࿶ᔮԏ੻‫ޑ‬Ⴃයࢂ‫ف‬Յᙯඤനচ
‫ۈ‬നਥҁ‫ޑ‬០୏ΚǶᆵ᡼Ꮲ‫่݀زࣴޑޣ‬Ψ߄ܴ“ቚуԏΕ”ࢂᏤठуΕ‫ޔ‬ᎍ‫ޑ‬२
ा୏ӢȐഋளว฻Ǵ2003ȑ
Ƕ྽੃຤‫ޣ‬ᙯᡂࣁ࿶ᔼ‫ޣ‬ϐࡕǴ‫཮ޗ‬Ӣન໒‫ۈ‬วචբҔǴ
ག ‫ ޕ‬࿶ ᔮ ԏ ੻ ‫ ޑ‬ቚ ൯ Ȑ 7.5698ĺ7.6589 ȑ ե ‫ ܭ‬ག ‫ ཮ ޗ ޕ‬ԏ ੻ ‫ ޑ‬ቚ ൯
Ȑ6.8401ĺ7.1862ȑ
Ǵག‫ޑޕ‬࿶ᔮԏ੻ᆶ‫཮ޗ‬ԏ੻‫ޑ‬ৡຯܴᡉᕭλȐ‫ـ‬კ 6ȑ
Ǵӕਔ
ག‫཮ޗޕ‬ԏ੻ᆶག‫ޕ‬ᅈ‫ޑࡋى‬ቹៜ߯ኧΨၲ‫ ډ‬0.521 ‫ޑ‬НྗǴКག‫ޕ‬࿶ᔮԏ੻ᆶ
ག‫ޕ‬ᅈ‫ޔޑࡋى‬ௗቹៜ߯ኧ 0.436 ाଯȐ‫ـ‬კ 7ȑǶа΢ϩ‫݋‬ԖΚӦ᛾ܴᕕӧ‫ف‬Յ
ᙯᡂၸำύǴ‫཮ޗ‬ԏ੻ჹႣයᅈ‫ى‬ᡂࣁག‫ޕ‬ᅈ‫ޑى‬ଅ᝘ӧቚமǴԶ࿶ᔮԏ੻‫ޑ‬ଅ
᝘ӧ෧১Ƕՠҗ‫ܭ‬Γॺჹ࿶ᔮਏ੻‫ޑ‬ႣයϷག‫ޕ‬ၨࣁ΋ठȐ኱ྗৡࣁ 1.3 Ϸ 1.5ȑ
Ǵ
Զ‫཮ޗ‬ਏ੻‫ޑ‬ႣයϷག‫ޕ‬೿Ӹӧၨε‫ޑ‬ৡ౦Ȑ኱ྗৡ֡ε‫ ܭ‬2ȑ
Ǵٗ٤‫࣮׳‬ख़࿶ᔮ
ਏ੻Զࠅჹ࿶ᔮਏ੻ག‫ޕ‬ό౛གྷ‫੃ޑ‬຤‫ޣ‬Ԗёૈ཮วғ‫ف‬Յ଍ᙯǴӆࡋԋࣁൂપ
‫੃ޑ‬຤‫ޣ‬Ƕ
219
!2007 ԃಃΜΒۛ‫ޔ‬ᎍᏢೌࣴ૸཮!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
֡ॶ!
ቹ!
ៜ!
‫!س‬
࿶ᔮԏ੻!
ኧ!
࿶ᔮ!
‫཮ޗ‬ԏ੻!
‫!཮ޗ‬
Ⴃයԏ੻!
Ⴃයᅈ‫!ࡋى‬
ག‫ޕ‬ԏ੻!
ག‫ޕ‬ᅈ‫!ࡋى‬
კ 7!࿶ᔮࠠ‫فࠠ཮ޗک‬Յᙯᡂ୏ᐒ໼ӛҢཀკ! კ 8!࿶ᔮ‫཮ޗک‬ԏ੻ჹႣය‫ک‬ག‫ޕ‬ᅈ‫ޑࡋى‬ቹៜ!
ਥᏵᙁൂബ཰୏ᐒኳࠠǴ‫ޔ‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫ޑ‬ၸำύǴ‫ف‬Յᙯᡂ
୏ᐒӧᙯᡂ߻໼ӛ‫ܭ‬࿶ᔮࠠᏤӛǴԶᙯᡂࡕ߾ࢂ‫ࠠ཮ޗ‬Ꮴӛ‫ޑ‬բҔ཮‫׳‬ம΋٤Ƕ
ࡪྣᙁൂബ཰୏ᐒኳࠠ‫ޑ‬ϩࠠኳԄჄϩǴ‫ޔ‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յ‫ޑ‬ᙯᡂ୏ᐒК
ၨௗ߈“D ࠠ”ബ཰‫ޑޣ‬੝ቻǴջж߄ബ཰‫ޣ‬ӧബ཰࿶ၸ΋ঁਔයаࡕǴബ཰୏ᐒ
೴ᅌୃӛ‫ܭ‬Ьाଓ‫؃‬ჴ౜‫܄཮ޗ‬ሽॶҞ኱Ȑ‫ـ‬კ 1ȑǶՠ߻य़‫่݀زࣴޑ‬Ξ߄ܴǴ
‫ޔ‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫ޑ‬চ୏Κ‫ୃ׳‬ख़‫ܭ‬࿶ᔮǴ٠όֹӄ֍ӝ“D ࠠ”ബ཰
‫ޣ‬ǴӢԜ฽‫ޣ‬ӧ៝ᐏ‫ޑ‬ᙁൂബ཰୏ᐒኳࠠ‫୷ޑ‬ᘵ΢Ǵ่ӝ‫ޔ‬ᎍ཰‫ޑ‬੝ᗺǴᄬࡌр
ᙁൂ‫ޔޑ‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬ᐒኳࠠȐ‫ـ‬კ 8ȑǶ
‫!܄཮ޗ‬
࿶ᔮ‫!܄‬
კ 8 ᙁൂ‫ޔ‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ୏ᐒኳࠠ
வკ 8 ёа࣮рǴ‫ف‬Յᙯᡂ୏ᐒӧᙯᡂ߻ܴᡉӦ໼ӛ‫ܭ‬࿶ᔮࠠᏤӛǴԶᙯᡂ
ࡕᗨฅ࿶ᔮࠠᗋࢂଯ‫ࠠ཮ޗܭ‬Ǵՠς࿶Ԗ೴‫ୃ؁‬ӛ‫ࠠ཮ޗ‬Ꮴӛ‫ޑ‬໼ӛ‫܄‬Ǵٗሶ೯
ၸஒ‫ٿ‬చόӕ௹౗‫ޔޑ‬ጕ‫ک‬ύ໔ჹᆀ‫ޑ‬຀ጕȐ࿶ᔮࠠ‫ࠠ཮ޗک‬໼ӛ࡭ѳጕȑ࣬К
ၨǴ߾ёа࠼ᢀӦ৖౜ӧ‫ف‬Յᙯඤ߻ࡕ‫ঁٿ‬όӕ໘ࢤ‫ޔ‬ᎍ୘ჹ࿶ᔮ‫܄‬Ϸ‫ޑ܄཮ޗ‬
໼ӛ‫܄‬ᡂϯǶ
220
!!!!!!!!!!!!!!!!!!!!!!!!੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫ز‬ȋа‫ޔ‬ᎍ཰ࣁ‫!!ٯ‬
Β
“Ѧ௢ᆶϣ܎”‫୏ޑ‬Ӣϩ‫݋‬
ӧ‫ޔ‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫ޑ‬᏾ঁၸำύǴ“Ѧ௢”‫ޑ‬Κໆε‫“ܭ‬ϣ܎”‫ޑ‬
ΚໆǶவӚ่ᄬᡂኧ‫ޑ‬ளϩȐ‫ ߄ـ‬1ȑёа࣮рǴѦࣚ‫ڈ‬ᐟ‫ޑ‬ѳ֡ॶനଯȐ8.3673ȑ
Ǵ
‫ځ‬Ꭹϣ೽୏Ӣ‫ॶ֡ޑ‬ϟ‫ ܭ‬6.8-7.6 ϐ໔ǶѦࣚ‫ڈ‬ᐟჹႣයᆶག‫ޑޕ‬ᅈ‫ࡋى‬ቹៜ߯ኧ
֡К‫ځ‬дѤঁ่ᄬᡂኧ೿ाεǴᇥܴѦࣚ‫ڈ‬ᐟᆶႣය‫ک‬ག‫ޑޕ‬ᅈ‫ࡋى‬ᜢ߯೿ࡐஏ
ϪǴևКၨଯ‫࣬ޑ‬ᜢᜢ߯ǶᕴϐǴӧ‫ޔ‬ᎍ੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬ՅᙯᡂၸำύǴѦࣚ
‫ڈ‬ᐟଆ๱ᜢᗖ‫ޑ܄‬բҔǶ‫ޔ‬ᎍ཰ाགྷ֎Ї‫׳‬ӭ‫੃ޑ‬຤‫ޣ‬ԋࣁ࿶ᔼ‫ޣ‬Ǵ΋Бय़ा୻
૽‫׳‬ӭрՅ‫ޑ‬࿶ᔼࠠ‫ޔ‬ᎍ୘ȐѦࣚ‫ڈ‬ᐟӢኧளϩ߯ኧ 0.775ȑǴќ΋Бय़Ҿ཰ाԖ
‫֎୼ىۓڋ‬Ї‫ޑ‬ዛߎ‫ࡋڋ‬ȐѦࣚ‫ڈ‬ᐟӢኧளϩ߯ኧ 0.635ȑǶ
Ο
ৎ৥ԏΕϷ௲‫ػ‬ำࡋჹ‫ف‬Յᙯඤ୏ᐒ‫ޑ‬ቹៜ
ԏ!
௲!
Ε!
‫!ػ‬
Н!
ำ!
ѳ!
ࡋ!
҅К‫࣬ٯ‬ᜢ!
࿶ᔮ០୏!
‫཮ޗ‬០୏!
ϸК‫࣬ٯ‬ᜢ!
ϣ܎ቹៜ!
Ѧ௢ቹៜ!
კ੃຤‫ޑޣ‬ৎ৥ДԏΕჹ‫ځ‬࿶ᔮԏ੻‫ޑ‬ႣයϷག‫ޕ‬ᅈ‫ࡋى‬Ӹӧᡉ๱‫ޑ‬ቹៜǴ
:!ԏΕНྗᆶȸ࿶ᔮ‫཮ޗ‬០୏ȹ‫࣬ޑ‬ᜢᜢ߯! კკ
6.8
21௲‫ػ‬ำࡋᆶȸϣ܎Ѧ௢ቹៜȹ‫࣬ޑ‬ᜢᜢ߯!
௲‫ػ‬ำࡋᆶȸϣ܎Ѧ௢ȹቹៜ‫࣬ޑ‬ᜢᜢ߯!
੃຤‫ޑޣ‬ৎ৥ДԏΕჹ‫ځ‬࿶ᔮԏ੻‫ޑ‬ႣයϷག‫ޕ‬ᅈ‫ࡋى‬Ӹӧᡉ๱‫ޑ‬ቹៜǴ‫ڀ‬
ᡏ߄౜ӧჹ“ቚуԏΕ”ǵ“ϿҬิ”ǵ“ჴ౜ബ཰ფགྷ”Ϸ“ౢࠔሽ਱ӝ፾”฻Бय़Ԗ
ᡉ๱ቹៜǹ௲‫ػ‬ำࡋჹ“ౢࠔ‫ڈ‬ᐟ”ǵ“‫ޔ‬ᎍ঩‫ڈ‬ᐟ”฻Ѧࣚ‫ڈ‬ᐟϷ“ԾҗЍଛਔ໔”ǵ
“‫׳ک‬ӭ‫ޑ‬ΓҬ۳”฻ག‫཮ޗޕ‬ԏ੻ቹៜᡉ๱ǴԶჹ‫ځ‬дᡂኧ߾ؒԖᡉ๱ቹៜǶᆕ
ӝٰ࣮൩ࢂԏΕНྗຫଯǴ‫཮ޗڙ‬០୏ຫӭǴ‫ڙ‬࿶ᔮ០୏ຫϿȐ‫ـ‬კ 9ȑ
ǹ௲‫ػ‬ำ
ࡋຫଯǴ‫ڙ‬Ѧ௢ቹៜຫλǴ‫ڙ‬ϣ܎ቹៜຫεȐ‫ـ‬კ 10ȑǶ
Ѥ
ࡌ᝼
ӳ‫ޑ‬ዛᓰߎ‫ޔࢂࡋڋ‬ᎍҾ཰ғӸ‫ک‬ว৖‫ޑ‬ਡЈᝡ‫ݾ‬ΚǴӢԜჹ‫ޔ‬ᎍҾ཰ቫय़
ٰᇥǴ२Ӄࢂ‫֎୼ىۓڋ‬Ї‫ޑ‬ዛᓰߎ‫ࡋڋ‬Ǵ೭ό໻ࢂ΋໨ࡐख़ा‫ޑ‬Ѧ௢ӢનǴԶ
ЪӕਔΨϪӝΑ࿶ᔮϣӢǹӆࢂ೯ၸᓬ‫ޔذ‬ᎍ঩‫ޑ‬኱‫׽‬ኳԄуம੃຤‫ޣ‬௲‫ػ‬Ǵᡣ
੃຤‫ޣ‬ӧႣයᅈ‫ࡋى‬΢ள‫ڈ୼ىډ‬ᐟԶᙯᡂԋ࿶ᔼ‫ޣ‬Ƕ
բࣁ࿶ᔼ‫ޔޑޣ‬ᎍ୘Ǵ‫ঁځ‬Γ‫ޑ‬ᆕӝન፦ჹ੃຤‫ޣ‬ౢғ‫ޑ‬ቹៜ࣬྽εǴдॺ
221
!2007 ԃಃΜΒۛ‫ޔ‬ᎍᏢೌࣴ૸཮!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
ό໻཮ஒѬᆶϦљ‫៉ߞޑ‬Ϸౢࠔ‫ࠔޑ‬፦ᖄᛠӧ΋ଆǴԶЪӧ΋‫ۓ‬ำࡋ΢཮ԋࣁд
ॺᙯᡂࣁ࿶ᔼ‫୏ޑޣ‬ΚǹќѦǴӧᇥܺ੃຤‫ޣ‬຾Չ‫ف‬ՅᙯᡂਔǴ΋‫ۓ‬ाӢΓԶ౦Ǵ
ჹ‫ܭ‬ԏΕНྗၨե‫ޣ‬ёӭவ࿶ᔮБय़០୏ǴԏΕНྗଯ‫ޣ‬ᔈவ‫཮ޗ‬Бय़០୏ǹ௲
‫ػ‬ำࡋե‫ޣ‬ё೯ၸౢࠔਏ݀ϷϦљჴΚ‫ޑ‬৖Ң຾ՉѦ೽௢୏ቹៜǴԶჹ௲‫ػ‬ำࡋ
ଯ‫ޣ‬ё೯ၸᐟว‫ځ‬ϣЈ‫ޑ‬ሡ‫ک؃‬ჴ౜ሽॶ‫ޑ‬టఈ຾Չϣ೽܎୏Бё‫ڗ‬ளၨӳਏ
݀Ƕ
ϖ
ࣴ‫ֽز‬ज़‫܄‬
ҁࣴ‫ز‬೛ीύؒԖԵቾ‫ډ‬хࡴѱ൑‫ݩރ‬ǵࡹ฼ङඳ฻Ѧ೽ᕉნाનჹ‫ޔ‬ᎍ੃
຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯඤ‫ޑ‬ቹៜǴΨؒԖஒόӕᅿᜪ‫ޔޑ‬ᎍౢࠔ‫ک‬όӕ‫ޔ‬ᎍϦљբ
ჹКࣴ‫ز‬ǹҁࣴ‫ֽޑز‬ज़‫܄‬ᗋӧ‫ܜܭ‬ኬБ‫ཷߚࣁݤ‬౗‫ܜ‬ኬǴ٠Ъፓࢗ‫ނޑ‬ҹ໻ज़
‫ܭ‬ϖঁࠤѱ‫ޑ‬Οৎၨ‫ޕ‬Ӝ‫ޔޑ‬ᎍϦљ‫ޔޑ‬ᎍ࿶ᔼ‫ޣ‬ǴؒԖхࡴՏ‫ځܭ‬дӦ୔Ǵೕ
ኳၨλ‫ޔޑ‬ᎍҾ཰ǶќѦǴӧ่ᄬᡂኧ‫ޑ‬ෳໆБय़Ψ஥Ԗ΋‫ޑۓ‬Ьᢀ‫܄‬Ǵёૈ཮
ቹៜ่ᄬᡂኧෳໆ‫ޑ‬ӄय़‫ک‬ᆒዴ‫܄‬Ƕ
222
!!!!!!!!!!!!!!!!!!!!!!!!੃຤‫ޣ‬ӛ࿶ᔼ‫فޣ‬Յᙯᡂ‫୏ޑ‬Ӣࣴ‫ز‬ȋа‫ޔ‬ᎍ཰ࣁ‫!!ٯ‬
ୖԵЎ᝘
Ș1șBaker, Michael J. (1984), MacMillan Dictionary of Marketing & Advertising, New York:
Nichols Publishing Company.
Ș2șBarnowe, J. Thad and McNabb David E. (1992) “Consumer responses to direct selling love,
hate---buy?”, Journal of Marketing Channels, Vol. 2 (2), pp.25-40.
Ș3șClemente, Mark N. (1992)ǴThe Marketing Glossary, New York: American Management
Association.
Ș4șBrodieǴStewart ǴJohn Stanworth and Thomas Wotruba. Comparisons of Salespeople in
Multilevel vs. Single Level Direct Selling Organizations, Journal of Personal Selling & Sales
ManagementǴ2000. Volume XXII-No.2(spring)Ǵ67-75.
Ș5șEnisǴBen M. Direct selling channels: an appraisal of key strategic issuesǴJournal of
Marketing Channels,1992. Vol.2(2)Ǵpp3-23.
Ș6șHart, Norman A. and John Stapleton, (1992). The Marketing Dictionary, 4th ed., Oxford,
England: Buterworth Heinemann.
Ș7șPeterson, Robert A. and Wortruba, Thomas R.. (1996) “What is direct selling?-- definition,
perspectives, and research agenda”, Journal of Personal Selling & Sales Management, Vol.16(4),
pp.1-16.
Ș8șRaphael Amit. Academic Spin-off Processes and Types of Ventures in Regions outside
high
Tech Clusters :The case of Bemgium,1994
Ș9șWotruba, Thomas R. & Pradeep K. Tyagi, Motivation to Become a Direct Salesperson Its
Relationship with Work Outcomes, Direct Selling Channels, 1992. 41-45.
Ș10șഋளวǴថ‫ޱ‬ᆗǴ‫׵‬։࣓.‫ޔ‬ᎍᚆᙍচӢϐ௖૸-аҘϦљᚆᙍ‫ޔ‬ᎍ୘ࣁ‫ٯ‬.ಃϖۛ
‫ޔ‬ᎍᏢೌࣴ૸཮ፕЎ໣Ǵ2000.17-47.
Ș11șഋளวǴЦࡿ໢.‫ޔ‬ᎍౢ཰៝࠼ᅈཀࡋᆶ៝࠼۸၈ࡋᜢ߯ϐࣴ‫ز‬.ಃΖۛ‫ޔ‬ᎍᏢೌࣴ
཮ፕЎ໣Ǵ2003. 225-254.
Ș12șഋளวǴࡼ҅໢Ǵ৊‫҇ݯ‬Ȑ2000ȑǴ໺ᎍ୘ዛߎ‫ࡋڋ‬ϐ௖૸ — ଞჹऍ୯ǵВҁǵ
ҁβϦљКၨǴಃϖۛ‫ޔ‬ᎍᏢೌԃ཮ፕЎ໣
Ș13șቅ‫߆ד‬.ᆅ౛ࣽᏢ౛ፕӧࡘགྷ௲‫ػ‬ύ‫ޑ‬ᔈҔ.ӝ‫ޥ‬π཰εᏢр‫ޗހ‬Ǵ2005.4.
Ș14ș஭ངঙ.౜ж௲‫ػ‬Ј౛Ꮲ.ӼᔇΓ҇р‫ޗހ‬,2001.6.
Ș15ș৤ࢶ੝լȐऍȑǴᓅ‫ד‬૥ȐऍȑǴ஭‫੻ے‬᝿. ബ཰ᏢǺ౛ፕǵࢬำᆶჴ፬Ȑಃ 6
‫ހ‬ȑ——π୘ᆅ౛ᓬ‫ذ‬௲‫׷‬᝿ᘀ·ᆅ౛Ꮲ‫س‬ӈ.మ๮εᏢр‫ޗހ‬Ǵ2006.10.
Ș16ș៝ᐏǴఉܿǴᇳ଻.ബ཰୏ᐒ౛ፕኳࠠ‫ޑ‬ᄬࡌᆶϩ‫݋‬.ࣽ‫מ‬຾‫؁‬ᆶჹ฼Ǵ2005Ǵ12
Дт.93-94.
Ș17ș໳म࠮. ӭቫԛ‫ޔ‬ᎍᆛၡ‫ޑ‬Ծಔᙃ੝ቻϩ‫݋‬.‫س‬಍ࣽᏢᏢൔ,2007, V15Ȑ3ȑ
Ǵ93-97.
Ș18șhttp://www.wfdsa.org/
223