???OEM???

1
??????????????

• ??????
• ??? ???
• 100?9?30?

2
????

• ???????
• ???????
• ?????
• ?????
• ??

3
???????

• ????????
• ???OEM???
• ?????????????????
• ??????????????(????)
• ?????????(Mediator model vs. Moderator model)
• ??
• ?????????(TPB TSR)
• ????????????
• ??????????
• ????,????,????,?????,?????,???!
• ??????
• ????????????????,????????,????????!

4
?????

• ?????????????????????
• ???????????????????
• ??????????????????
• ????????????????????????????
• ????????????????????
• ???????????????????
• ????????????????????

5

• ?????
• ????
• 1.????????(1997)?????????????
• 2. Martin, D. W. (2004). Doing Psychology
  Experiments.

6
???

• ??????
• ???????
• ???????
• ?????
• ??????
• ?????
• ?????

7
??????

• ??????????,???????????????????????
• ??1
• ??????????,???????????
• ??2
• ???????,????????????
• ??3
• ??????????????,????????
• (????Patrick Haggard?????)

8
??????

• ???( IV)?????????????????????????
• ?????(irrelevant IV)?????????????????
• ?????(potential IV)??????????????,???????????????
  ???????,??????????????????????,???????????????????
  ?

9
???(dependent variables DV)

• ??????????,?????????????(??????)?
• ??????????????????????????????
• ????????????
• ??????????,???(???)???(???)??????,????????????

10
?????(between-subjects design)

• ?????????????,??????????
• ??????????(random-groups design)??????,
  ???????????????????
• ????(random assignment)?????????????,?????????????
  ?????(equivalent groups)?

11
?????(between-subjects design) (Cont.)

• ????????????????????????,?????????????????,?????
  ?????,?????(???????????)????????????????,??????,??
  ?????????????

12
?????(between-subjects design) (Cont.)

• ??????????????????(matched-groups
  design),??????????????????,????????,??????????????
  ???????????????????????????????,????????????????,?
  ?,????????????????????????????,???????????????,???
  ?????????,????????????????,???????????????,???????
  ?????????,?????????????

13
??????(within-subjects design)

• ????????,???????,??????????????
• ?????????,??????????????????,??,????????,?????????
  ??????????????????????,????????????,?????????????
  ????

14
??????(within-subjects design) (Cont.)

• ???????????????A?B,????A??,???B???????????B??,???A
  ??????????????????????(progressive
  error),?????????????????,????????(complete
  design)????????(incomplete design)??????????????

15
??????(within-subjects design) (Cont.)

• ??????????????,?????????????,?????????????????,???
  ????????????????,???????????,??????????,??????????
  ????????,?????????????

16
?????(natural-groups design)

• ????????????????,?????????,??,??????????????????,?
  ????????????????????,????????????,??????
• ??,???????????????????????????????????????????????
  ?,?????????????????????,??????????????,??????????!
  ??,??????????????????????????????????????(????????
  ????)??,???????????????????????,??????????

17
????(mixed design)

• ?????????????????,???????????????,????????????????
  ???,????????????
• ????,??????????????,???????????????????,??????????
  ?

18

• ?????

19
???????????????????????????????

• ??????????????????????????,??20
  ????,???????,????????????????
• ??0.25 ???(SD)???????????????,??0.25
  ???(SD)???????????????,???????????????????????????
  
• ????????????????,??????????????????

20
???

• ????????????????????????????????,?????????????????
  ?,??2 (????????? vs. ?????) 3(????? vs. ? vs.
  ?)????????????????????????,???????????????????,???
  ??????????????????????????????,????????????????,??
  ????????????????????????????,????????????

21

• ????(????)??????????????,??????????????????(??????
  ?????????)?????????????????,?????????????????,????
  ????????,??????????????????,????????????,?????????
  ????????????????,?????????,?????????????(DM)?

22

• ????(???)???????????????,?????????????????????????
  ?
• ????????????,??????????
• ?????????????????,??????????????100???,???0???????
  ???????,?100????????????????(Chernve, 2001)?

?
?
23
???

• ?????????????????????????????????,??2 (????? vs.
  ?) 2 (????? vs. ?)??????????????????????????????
  ???????????

24
??

• ??? (2010)??????????????????????????,??????,15(3),
  239-266?
• ???,???,??? (2005)?????????????????,????,2(2),171-
  192?

25
??????????

• Han, H., Hsu, L. T., Sheu, C. (2010).
  Application of the Theory of Planned Behavior to
  green hotel choice Testing the effect of
  environmental friendly activities. Tourism
  Management, 31(3).
• Lundberg, C., Gudmundson, A., Andersson, T. D.
  (2009). Herzberg's Two-Factor Theory of work
  motivation tested empirically on seasonal workers
  in hospitality and tourism. Tourism Management,
  30(6).
• Chiang, C. F. Jang, S. C. (2008). An expectancy
  theory model for hotel employee motivation.
  International Journal of Hospitality Management,
  27(2)
• Buonocore, F. (2010). Contingent work in the
  hospitality industry A mediating model of
  organizational attitudes. Tourism Management,
  31(3), 378-385.
• Johnson, J. G. Raab, M. (2003). Take the first
  option-generation and resulting choices.
  Organizational Behavior and Human Decision
  Processes, 91, 215-229.
• Fasolo, B., McClelland, G. H., Todd, P. M.
  (2007). Escaping the tyranny of choice when
  fewer attributes make choice easier. Marketing
  Theory, 7, 13-26.
• Chiou, W., Yang, C., Wan, C. (In press). Ironic
  Effects of Dietary Supplementation Illusory
  Invulnerability Created by Taking Dietary
  Supplements Licenses Health-risk Behaviors.
  Psychological science.
• Chiou, W., Chao, Y. (2011). Genuineness
  matters Using cheaper, generic products induces
  detrimental self-evaluations. Journal of
  Experimental Social Psychology, 47(3), 672-675

26
??

• ?????????
• ????????,????????
• ?????????
• ????,????
• ?????
• ???????