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1(hyperlink)199819984199819985(KolterandArmstrong,1991)Laskey(1989)(Ray,1982;Nylen,1986;Shimp,1990)KolterandArmstrong(1991,pp.426-427)9Manrai(1992)Shimp(1979)(assertion)2-1Asker&Norris(1982)Aaker&NorrisAaker&Norris10hard/softsell,,,(claim)Vaughn(1980)FCB(thinking)(feeling)Gloden&Johnson(1983)Golden&JohnsonPuto&Wells(1984)(informational)(transformational)1(informational)2(transformational)Johar&Sirgy(1991)(value-expressive)(utilitarian)11Johar&Sirgy(productsymbolism(multiattributeattitudemodel(perceptualmappingPuto&WellsManrai(1992)Ross(1983)Vaughn(1983)Manrai(1992)Ross(1983)Simon(1971)(Information)(argumentorReasons)(motivationwithpsychologicalappeals)(repeat-assertion)(command)(brandFamiliarization)(symbolic-association)(imitation)(obligation)(habitstarting)Frazer(1983)(generic)(preemptive)(USP)12(brandImage)(positioning)(resonance)(affective)Laskey(1989)2-22-2uu(USP)uuuuuuuLaskey(1995)(Laskyetal,1989)Rossiter&Percy(1987)13Frazer(1983)(KolterandArmstrong,1991)StewartandFurse(1984,1985,1986)Wright(1973)Shimp(1976)(Manrai,1992)EdellandStaelin(1983)(Manrai,1992)142-3111222333444555Lindstrom(1994)(text&narration)(graphic&illustration)(stillphotographs)(charts&graphic)3D(video&animation)(soundeffects)15(music)(time)(Informationrichness)Daft&Lengel(1986)Daft&Lengel2-!:2-116(1997)Daft&LengelRichmond(1996)3DShostack(1977)Nelson(1970)Nelson(1970)Norton&Norton(1988)Darby&17Karni(1973)Liebermann&Flint-Goor(1996)2-4Laskey(1995)LaskeyJohar&Sirgy(1991)(1994)18Laskey(1995)LaskeyShimp(1976)ShimpCutlerandJavalgi(1993)Liebermann&Flint-Goor(1996)(ElaborationLikelihoodModel,ELM)ELMLiebermann&Flint-Goor2-519(Manrai,1992)Malaviya(1996)(elaborationtype)(item-specificprocessingrelationalprocessing)Sujan(1985)SujanSrull(1981)Liebermann&Flint-Goor(1996)Pallak(1983)20Petty&Cacioppo(1983)(ElaborationLikelihoodModel)Cacioppo&Petty(1982)(NeedforCognition,NFC)Shimp(1981)(communicationeffect)(saleseffect)Mitchell&Olson(1981)Mackenzie(1986)Stewart(1986)21(1997)(recognition)(recall)(Plessis,1994)(HomePage)(1995)(Laskyetal.,1989)Wright(1973)Lindstrom(1994)Daft&Lengel(1986)24(Laskey,1995)Shimp(1976)1(1983)Johar&Sirgy(1991)Shimp(1976)Laskey(1995)2(Manrai,1992)Malaviya(1996)(Malaviyaetal.,1996)Sujan(1985)3(1992)(Laskeyetal.,1995)(Malaviyaetal.,1996)42655-15-25-3NFCPetty&Cacioppo(1983)(ElaborationLikelihoodModel)Pallak(1983)Liebermann&Flint-Goor(1996)Cacioppo&Petty(1982)(NeedforCognition,NFC)(1995)KolterandArmstrong(1991)Lindstrom(1994)27EdellandStaelin(1983)Laskey(1995)Shimp(1976)Malaviya(1996)Cacioppo&Petty(1982)(NeedforCognition,NFC)Shimp(1981)(1991)(Ray,1982;Nylen,1986;Shimp,1990)(text&narration)(graphic&28illustration)(stillphotographs)(charts&graphic)(video&animation)(soundeffects)(music)(time)(1996)Laskey(1995)Nelson(1970)Norton&Norton(1988)Liebermann&Flint-Goor(1996)Malaviya(1996)MalaviyaNFCLiebermann&Flint-Goor(1996)29Cacioppo&Petty(1984)(1996)(0.813)1818(1996)(1997)(1991)Shimp(1979)Daft&Lengel(1986)(1997)Nelson(1970)Norton&Norton(1988)Liebermann&Flint-Goor(1996)Malaviya(1996)NFCNCS(NeedforCognitionScale)18Cacioppo&Petty(1982)3-23-2Mackinzie,Lutz&Belch(1986)(1996)Swinyard(1993)32(1997)Plessis(1994)(1997)12525352=2483-33-33312345678(1970)Liebermann&Flint-Goor(1996)32CD2Laskey(1995)Liebermann&Flint-Goor(1996)/3631011458B484CDCD4*313-53-5CDCDCDSportCD37SportCDCD2T3-23-23NFCT38CGINFC()()()NFC3-33-3()~8CD4536030180CD45360Photoshop4.0GIFAnimator0.69*.gif23-63-6CDCDSportCDSportCD403-73-7CDCDCDSportSportCD3252441C3-4423-4OAPentium1614Win95NetscapeGold3.0143(*.gif)(*.txt)(*.htm)44303-51234563-5145234546SPSSforWindows6.04-14-1(ReliabilityAnalysis)CronbacháNFCNFCNFCDuncan(Cronback’sá)()47tDuncan*P0.1**P0.05***P0.01CronbacháNunnally(1978)0.74-1Cronbachá1~40.68641~40.72311~40.66981~90.92461~90.92091~90.89441~200.89381~200.95111~200.93221~4-1~4-1~4-1~40.80521~40.87961~40.79101~4-1~4-1~4-4-1Likert48&21(a)(b)(c)H01-2(a)(b)(c)H01-3(a)(b)(c):4-14-2\P\0.7690.2280.1870.070*0.8880.3520.000***0.1500.1090.9360.9110.036**0.000***0.000***0.000***0.000***0.000***0.002******P0.01**P0.05*P0.14-249:1H01-1(a)H01-1(b)H01-1(c)2H01-2(a)H01-2(b)H01-2(c)3H01-3(a)H01-3(b)H01-3(c)(a)***P0.01**P0.05*P0.1&(1995)(b)*1.5708