同儕認同與傳媒接觸頻率對大學生選擇知名品牌運動 ... - Mail - 東吳大學

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Mitchell Olson1981Mackenzie et al,1986aAfterTransfer Hypothesis11

Dual Mediation HypothesiscReciprocal Mediation HypothesisdIndependent Influences Hypothesis12

Fornell et al1985 habit destructionhabit formationconditionedstimulusCSRothschild and Gaidis1981 shapingbrand inertia Assael, 1987 1990Das, 199213

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600 269 3-1 6002 87 39 600*39/269=86.992 71 32 600*32/269=71.383 107 48 600*48/269=107.063 114 51 600*51/269=113.751 42 19 600*19/269=42.38 1 45 20 600*20/269=44.611 38 17 600*17/269=37.92 2 54 24 600*24/269=53.531 42 19 600*19/269=42.383-1 2 87 2 71 3 107 3 114 117

42 1 45 1 38 2 54 1 -118

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2930 31 1~43~12 242530 31 2425 1~4 3031 1~4 4~16 22

23262728 23 1~4 262728 1~4 4~16 323335 36 32 33 1~3 4~6 7~9 10 1~5 35 36 1~5 4~20 343739 40 1~4 4~16 394041 394041 1~4 3~12 23

1interval 11 2interval 8 3-3 * *3-5 *24

爲 1Levene F =370 =29

4-T 2Levene F p=.00024-T 330

4- 431

4- 532

4-6 4-33

4- 12 1 1 2 2 35

4- 4-16 F F=11.847 ***p=.000.001Y=0.114 1 + 2.025 1 1 t=4.364***p=.000.001 2 2 t =-.134p=.894YR square=.044 4.4%0.114 4636

4- r .416 .328 .833 P .000r .8r .413 r .328 4-74-7 37

4- Y =0.05032X 1 + 0.102 X 2 +0.827X 1 X 1 X 2 X 2 YR square 4- 4- 38

Y=0.09005X 1 +0.120X 2 +1.321X 1 X 1 X 2 X 2 YR square 4- 4-20 39

4- 4-2140

R square 4-4-22 R square41

4-42

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1 43 39 2 3 4 5 6 600*39/269=86.9987 7 8 B 449 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 2930 31 32 33 34 35 50

1 2 B 353 4 32 600*32/2695 6 B 36=71.387 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 26 27 28 29 30 31 32 1 2 D 36 483 4 5 600*48/269=107.061 6 07 7 8 359 10 11 12 51

13 36 14 15 52

16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 53

1 2 51 3 4 5 6 600*51/269=113.751 7 8 14 9 10 11 12 13 14 15 16 38 38 38 54

17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 3233 34 35 36 37 38 39 4041 42 43 44 45 46 47 48 49 50 51 1 42 2 19 3 55

4 600*19/2695 =42.38 6 7 8 9 10 11 12 13 14 15 16 17 18 19 1 2 45 203 4 600*20/26956

600*20/269=44.6145 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 1 172 3 4600*17/269=37.9238 5 6 7 8 9 1011 12 13 14 15 16 17 38 1 2 24 3 4 27 57

5 6 600*24/269 7 8 =53.5354 9 1011 12 13 14 15 16 17 18 19 20 21 22 23 2427 1 2 19 3 4 5 6 600*19/269=42.38 7 8 9 10 11 12 13 14 15 1617 18 1942 58

爲 63