◊✲ㄽᩥ⮬ᅜ〇ရ㑅ዲ࡟࠾ࡅࡿ᝟ሗⓗᙳ㡪࡜つ⠊ⓗᙳ㡪̿㡑ᅜᾘ㈝⪅ࡢᅜ⏘㌴㑅ዲഴྥࢆ୰ᚰ࡟̿
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Preference for Domestic Products: An Empirical Study on Korean&RQVXPHUV·3UHIHUHQFHIRU'RPHVWLF&DUVᮤ

⅒ Ὀ

LEE, Kyung-Tae(ᮾὒ኱Ꮫ)(Toyo University)ᮤ᭷ ᪥

LEE, You-il(༡࣮࢜ࢫࢺࣛࣜ࢔኱Ꮫ)(University of South Australia)せ᪨⮬ᅜ〇ရࡢ㑅ዲഴྥ࡟ࡘ࠸࡚ࡣࠊࡇࢀࡲ࡛ࢥࣥࢩ࣮࣐࣮࣭࢚ࣗࢫࣀࢭࣥࢺࣜࢬ࣒ࠊ࢚ࢥ
ࣀ࣑ࢵࢡ࣭ࢼࢩࣙࢼࣜࢬ࣒ࠊࢥࣥࢩ࣮࣐࣮࣭ࣗࣃࢺࣜ࢜ࢸ࢕ࢬ࣒ࡢࡼ࠺࡞ᾘ㈝⪅ࡢෆⓗᚰ⌮ᛶྥࢆ⏝࠸࡚ゎ᫂ࢆヨࡳࡿࡇ࡜ࡀከ࠿ࡗࡓࠋࡑࢀ࡟ᑐࡋ࡚ࠊᮏ✏࡛ࡣ㡑ᅜᾘ㈝⪅ࡢᅜ⏘㌴㑅ዲഴྥࢆࢥࣥࢸࢡࢫࢺ࡟ࠊ௚⪅࠿ࡽཷࡅࡿ᝟ሗⓗᙳ㡪ཬࡧつ⠊ⓗᙳ㡪ࡀᾘ㈝⪅ࡢ⮬ᅜ〇ရ࡬ࡢ㑅ዲഴྥ࡟ࡶࡓࡽࡍຠᯝࢆ᳨ドࡋࡓࠋ㡑ᅜࢯ࡛࢘ࣝ㞟ࡵࡓ 200 ྡࡢࢹ࣮ࢱࢆศᯒ
ࡋࠊ5 ࡘࡢ௬ㄝࢆ 3 ࡘࡢᵓ㐀᪉⛬ᘧࣔࢹࣝ࡟ࡼࡗ᳨࡚ドࡋࡓࠋࡑࡢ⤖ᯝࠊ᝟ሗⓗᙳ㡪ࢆཷࡅࡸࡍ࠸ᾘ㈝⪅࡯࡝ᅜ⏘㌴ࢆዲࡴഴྥ࡟࠶ࡿࡇ࡜ࡀࢃ࠿ࡗࡓࠋ཯㠃ࠊつ⠊ⓗᙳ㡪ࡣᅜ⏘㌴
㑅ዲഴྥࢆ┤᥋つᐃࡏࡎࠊ᝟ሗⓗᙳ㡪ࢆ⤒⏤ࡋࡓ㛫᥋ⓗ࡞ᙳ㡪ࡋ࠿Ⓨ᥹ࡋ࡞࠸ࡇ࡜ࡀ᫂ࡽ
࠿࡟࡞ࡗࡓࠋࡘࡲࡾࠊ㡑ᅜᾘ㈝⪅ࡣ࿘ᅖ࠿ࡽࡢᮇᚅࡸࣉࣞࢵࢩ࣮ࣕ࡟ࡼࡗ࡚ᅜ⏘㌴ࢆ㑅ዲ411ࡍࡿࢃࡅ࡛ࡣ࡞ࡃࠊྜ⌮ⓗ࡞ពᛮỴᐃࢆୗࡍࡓࡵ࡟࿘ࡾ࠿ࡽ᝟ሗࡸ▱㆑ࢆཷᐜࡍࡿࡇ࡜ࡀ
ࢃ࠿ࡗࡓࠋ୍᪉ࠊ᝟ሗⓗᙳ㡪࡜つ⠊ⓗᙳ㡪࡜ࡢ㛵ಀ࡟ࡘ࠸࡚ࡣࠊᘚูⓗጇᙜᛶࡀᡂ❧ࡋࡘࡘࠊ஫࠸࡟᭷ព࡞ṇࡢᅉᯝ㛵ಀࢆ᭷ࡍࡿࡇ࡜ࡀุ᫂ࡋࡓࠋࡇࢀࡽࡢⓎぢࢆࡶ࡜࡟ࠊᮏ✏ࡢࡲ࡜ࡵ࡛ࡣ⌮ㄽⓗ࣭ᐇົⓗ࢖ࣥࣉࣜࢣ࣮ࢩࣙࣥࡀᥦ♧ࡉࢀࡿࠋ

Abstract,Q WKH DUHD RI LQWHUQDWLRQDO PDUNHWLQJ H[WDQW UHVHDUFK KDV H[DPLQHG FRQVXPHUV·
preference for domestic products mainly in terms of attitudinal dispositions, such as
consumer ethnocentrism, economic nationalism, consumer patriotism and the like. In
contrast, this study explores the impacts of susceptibility to interpersonal influence
consisting of susceptibility to informational influence (SII) and susceptibility to
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The interviews were conducted in Seoul, Korea, where 200 questionnaires werecompleted and then analyzed using structural equation modeling [Amos 16], in orderto test five hypotheses and three structural models.
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preference for domestic cars, whereas SNI does not. Furthermore, it is found that SII
and SNI are discriminant and at the same time exert reciprocally positive influence,
consequently revealing that SNI is completely mediated by SII in the impact on
preference for domestic cars. Based on these findings, the concluding section discusses
academic and managerial implications.

࣮࣮࢟࣡ࢻ᝟ሗⓗᙳ㡪ࠊつ⠊ⓗᙳ㡪ࠊᾘ㈝⪅㑅ዲࠊ⮬ᅜ〇ရࠊ㡑ᅜᾘ㈝⪅ࠊᅜ⏘㌴

Keywords
Informational Influence, Normative Influence, Consumer Preference, Domestic
Products, Korean Consumers, Domestic Cars

422

1㸬ࡣࡌࡵ࡟

ᅜቃࢆ㉺࠼ࡓ〇ရࡢ⛣ື࡜ᒎ㛤ࡀຍ㏿ࡍࡿ୰ࠊᅜ㝿࣐࣮ࢣࢸ࢕ࣥࢢࡢ㡿ᇦ࡛ࡣ⮬ᅜ〇ရ
࡜እᅜ〇ရ࡟ᑐࡍࡿᾘ㈝⪅ࡢ཯ᛂࢆゎ᫂ࡍࡿ࡭ࡃࡉࡲࡊࡲ࡞࢔ࣉ࣮ࣟࢳࡀヨࡳࡽࢀ࡚ࡁࡓࠋ
࡜ࡾࢃࡅ⮬ᅜ〇ရ࡟ᑐࡍࡿᾘ㈝⪅ࡢ㑅ዲ࡟ࡘ࠸࡚ࡣࠊࢥࣥࢩ࣮࣐࣮࣭࢚ࣗࢫࣀࢭࣥࢺࣜࢬ
࣒㸦e.g., Jiménez & Martín, 2010; Netemeyer et al., 1991; Shankarmahesh, 2006;
Sharma et al., 1995; Shimp & Sharma, 1987; ᮤ, 2012㸧ࠊ࢚ࢥࣀ࣑ࢵࢡ࣭ࢼࢩࣙࢼࣜࢬ
࣒㸦e.g., Akhter, 2007; Akhter et al., 2003; Baughn & Yaprak, 1996㸧ࠊࢥࣥࢩ࣮࣐࣮࣭ࣗ
ࣃࢺࣜ࢜ࢸ࢕ࢬ࣒㸦e.g., Balabanis et al., 2001; Han, 1988㸧࡞࡝ࡢ◊✲ࢆ୰ᚰ࡟┒ࢇ࡟㆟ㄽࡉࢀ࡚ࡁࡓࠋࡑࢀࡽࡢ◊✲ࡣ㐍⾜ࡍࡿࢢ࣮ࣟࣂࣝ໬ࡢ୰࡛⮬ᅜ〇ရࢆ㉡ᒍࡍࡿᾘ㈝⪅ࡢ⾜ືࢆศᯒࡋ࡚࠾ࡾࠊࡑࡢࡼ࠺࡞⾜ືࡀࡳ࠼ࡊࡿ㠀㛵⛯㞀ቨ࡟࡞ࡾᚓࡿࡇ࡜ࢆᣦ᦬ࡋ࡚
࠸ࡿ㸦e.g., Shimp & Sharma, 1987㸧ࠋࡑࡢⅬ࡛ࠊᅜ㝿ⓗ࡟〇ရࢆᒎ㛤ࡍࡿከᅜ⡠௻ᴗ࡟࡜ࡗ࡚࣮ࣟ࢝ࣝᾘ㈝⪅ࡢಖᏲⓗ࡞⮬ᅜ〇ရ㑅ዲࡣὀどࡍ࡭ࡁ⌧㇟࡜ゝ࠼ࡿ㸦ᮤ, 2012㸧ࠋࡇࡢࡼ࠺࡞ㄆ㆑ࢆඹ᭷ࡋࡘࡘࠊᮏ◊✲࡛ࡣ⮬ᅜ〇ရࡢ㑅ዲഴྥ࡟ࡘ࠸࡚ࠊ࢚ࢫࣀࢭࣥࢺ
ࣜࢬ࣒ࠊࢼࢩࣙࢼࣜࢬ࣒ࠊࣃࢺࣜ࢜ࢸ࢕ࢬ࣒ࡢࡼ࠺࡞ෆⓗᚰ⌮ᛶྥࢆ㍈࡜ࡋࡓ◊✲࡜ࡣ␗
࡞ࡿどⅬ̺ࡍ࡞ࢃࡕࠊ௚⪅㸦㞟ᅋ㸧࡟ࡼࡿᙳ㡪̺࠿ࡽᐇドศᯒࢆ⾜࠺ࠋලయⓗ࡟ࡣࠊ௚⪅࡟ࡼࡿᑐேⓗ࡞ᙳ㡪࡜ᾘ㈝⪅ࡢᅜ⏘ရ㑅ዲഴྥ࡜ࡢᅉᯝ㛵ಀࢆ᳨ドࡍࡿࠋ࡞࠾ࠊᑐேⓗ࡞ᙳ㡪ࡣࠊᚋ㏙ࡍࡿࡼ࠺࡟᝟ሗⓗᙳ㡪࡜つ⠊ⓗᙳ㡪ࡢ 2 ḟඖ࡛ᤊ࠼࡚ศᯒࢆ㐍ࡵࡿࠋཱྀࢥ࣑࣭
‽ᣐ㞟ᅋ࣭♫఍ⓗつ⠊࡞࡝௚⪅ࡢᙳ㡪ࡀᾘ㈝⪅⾜ືࢆ᭷ព࡟᪉ྥ௜ࡅᚓࡿ࡜⪃࠼ࢀࡤࠊᮏ
✏ࡢヨࡳࡣࠊ᪤Ꮡ◊✲ࡢᡂᯝ࡟ຍ࠼࡚ࠊ⮬ᅜ〇ရࡢ㑅ዲഴྥࢆ⌮ゎࡍࡿࡓࡵࡢ᪂ࡓ࡞▱ぢࢆᥦ౪ࡍࡿ࡜⪃࠼ࡽࢀࡿࠋ
ḟ⠇ࡢ2-1࡛ヲ㏙ࡍࡿࡀࠊಶேࡀ௚⪅ࡸ㞟ᅋ࠿ࡽཷࡅࡿᑐேⓗ࡞ᙳ㡪ࡣ」ᩘḟඖ࡛⌮ゎࡉࢀࡿࡇ࡜ࡀከ࠸㸦Bearden & Etzel, 1982; Bearden et al., 1989, 1990; Burnkrank &Cousineau, 1975; Cialdini et al., 1990; Deutsch & Gerard, 1955; Kelley, 1947; Park &Lessig, 1977; Shcroeder, 1996; White et al., 2009࡞࡝ࢆཧ↷㸧ࠋ」ᩘḟඖ࡟㛵ࡋ࡚ࡣ࠸ࡃ
ࡘ࠿␗࡞ࡿ⪃࠼᪉ࡀ࠶ࡿࡀࠊᮏ◊✲࡛ࡣᗈࡃཷࡅධࢀࡽࢀࡿBearden et al.㸦1989㸧ࡢ᝟ሗⓗᙳ㡪࡜つ⠊ⓗᙳ㡪࡟ὀ┠ࡍࡿࠋ᝟ሗⓗᙳ㡪࡜つ⠊ⓗᙳ㡪ࡢ㛫࡟ࡣ᪤Ꮡ◊✲࡛┦㛵㛵ಀࡀ☜ㄆࡉࢀ࡚࠸ࡿ㸦Bearden et al., 1989; Shcroeder, 1996㸧ࠋ࡜ࡇࢁࡀࠊ୧ḟඖࡢᅉᯝ㛵ಀ࡟ࡘ࠸࡚ࡣࡇࢀࡲ࡛ᐇドศᯒࡀᑡ࡞࠿ࡗࡓࠋࡑࢀࡣBearden et al.㸦1989㸧ࡢ2ḟඖ࡟㝈ࡗࡓࡇ࡜࡛ࡣ࡞࠸ࠋ௚ࡢ」ᩘḟඖࠊ౛࠼ࡤࠊ᝟ሗⓗ࣭ຌ฼ⓗ࣭⮬ᕫ⾲⌧ⓗᙳ㡪㸦e.g., Park

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& Lessig, 1997; Bearden & Etzel, 1982㸧ࡸグ㏙ⓗ࣭࿨௧ⓗつ⠊㸦e.g., Cialdini et al., 1990;
White et al., 2009㸧ࢆᢅࡗࡓ◊✲࡛ࡶࠊ➹⪅ࡢ▱ࡿ㝈ࡾࠊḟඖ㛫ࡢᅉᯝ㛵ಀࡣ༑ศ࡟✲᫂ࡉࢀ࡚࠸࡞࠸ࠋࡑࡇ࡛ࠊᮏ◊✲࡛ࡣḟඖ㛫㸦᝟ሗⓗᙳ㡪࡜つ⠊ⓗᙳ㡪㸧ࡢᅉᯝ㛵ಀࢆᐇドⓗ࡟ศᯒࡍࡿࠋ
௨ୖࡢ◊✲ㄢ㢟ࢆࡶࡗ࡚ࠊᮏ✏࡛ࡣࣜࢧ࣮ࢳ࣭ࢥࣥࢸࢡࢫࢺ࡜ࡋ࡚㡑ᅜᾘ㈝⪅ࡢᅜ⏘㌴
㑅ዲഴྥ࡟╔┠ࡍࡿࠋ㏆ᖺࠊ㡑ᅜࡢ⮬ື㌴ᕷሙ࡛ࡣEUཬࡧ⡿ᅜ࡜⥾⤖ࡋࡓFTAࡢⓎຠ࡞࡝ࢆ࠺ࡅࠊ㍺ධ㌴ࡢ㌍㐍ࡀ┠❧ࡘ࡜ࡉࢀࡿ㸦ྥᒣ, 2013㸧ࠋࡋ࠿ࡋ࡞ࡀࡽࠊ㡑ᅜᕷሙ࡟࠾ࡅ
ࡿ㍺ධ㌴ࡢࢩ࢙࢔ࡣ౫↛࡜ࡋ࡚పࡃࠊ1๭࡯࡝㸦2013ᖺ᫬Ⅼ㸧࡟㐣ࡂ࡞࠸1ࠋ㡑ᅜ㍺ධ⮬ື
㌴༠఍࡟ࡼࡿ࡜ࠊ2012ᖺࡢ㍺ධ㌴㈍኎ྎᩘࡣ130,858ྎ㸦᪂つⓏ㘓ᇶ‽㸧ࢆグ㘓ࡋ࡚࠸ࡿ2ࠋࡑࡢ୰࡛ࠊ᪥ᮏ㌴7ࣈࣛࣥࢻ㸦Toyota, Lexus, Nissan, Infiniti, Honda, Subaru,
Mitsubishi㸧ࡢࢩ࢙࢔ࡣ18.27㸣࡛ࠊࢻ࢖ࢶ㌴4ࣈࣛࣥࢻ㸦BMW, Mercedes-Benz,
Volkswagen, Audi㸧ࡢࢩ࢙࢔62.71㸣࡟ẚ࡭࡚ຎࡗ࡚࠸ࡿ3ࠋ௚᪉ࠊᅜ⏘㌴ࡀᕷሙࡢ⣙9๭ࢆ༨ࡵࡿ୰ࠊ
ࠕ⌧௦⮬ື㌴ࠖ࡜ࠕ㉳ள⮬ື㌴ࠖࢆ᧦ࡍࡿࠕ⌧௦⮬ື㌴ࢢ࣮ࣝࣉࠖࡢࢩ࢙࢔ࡀ
඲యᕷሙࡢ7๭ࢆ㉸࠼࡚࠾ࡾ4ࠊ༢୍࣮ࣟ࢝ࣝ௻ᴗ࡟ࡼࡿᐻ༨≧ែࡀ⥆࠸࡚࠸ࡿࠋࡇࡢࡼ࠺
࡞ᕷሙ≧ἣࡣࠊ⮬ᅜ〇ရ㑅ዲ࡟࠾ࡅࡿ௚⪅ࡢᙳ㡪ࢆ㏣✲ࡍࡿᮏ◊✲࡟࡜ࡗ࡚᱁ዲࡢࢥࣥࢸ
ࢡࢫࢺ࡜ゝ࠼ࡿࠋࡉࡽ࡟ࠊẚ㍑ⓗຎໃ࡟࠶ࡿ᪥ᮏ㌴ࡢ࣐࣮ࢣࢱ࣮࡟࡜ࡗ࡚ࡶࠊᮏ◊✲ࡀ㡑ᅜᾘ㈝⪅ࢆࡼࡾ⌮ゎࡍࡿୖ୍࡛ຓ࡛ࡁࡿࡇ࡜ࢆᮇᚅࡍࡿࠋ
௨ୗࡢᵓᡂࡣḟࡢ㏻ࡾ࡛࠶ࡿࠋḟ⠇࡛ࡣ‽ᣐ㞟ᅋࡸ♫఍ⓗつ⠊࡞࡝௚⪅ࡢᙳ㡪࡟㛵ࡍࡿᩥ⊩ࣞࣅ࣮ࣗࢆ⾜ࡗࡓᚋࠊ㡯ࢆᨵࡵ࡚௬ㄝࢆᵓ⠏ࡍࡿࠋ➨ 3 ⠇࡛ࡣࣜࢧ࣮ࢳ࣭ࢹࢨ࢖ࣥ࡟
ࡘ࠸࡚㏙࡭ࠊ➨ 4 ⠇࡛ศᯒ࡜⤖ᯝࢆ♧ࡋ࡞ࡀࡽ௬ㄝ᳨ドࢆ⾜࠺ࠋศᯒ࡟࠶ࡓࡗ࡚ࡣࠊ3 ࡘࡢᵓ㐀᪉⛬ᘧࣔࢹࣝࢆసࡾඹศᩓᵓ㐀ศᯒࢆ⾜࠺ࠋ➨ 5 ⠇࡛ࡣࠊᮏ✏ࡢࡲ࡜ࡵ࡜ࡋ࡚⌮ㄽⓗ࣭ᐇົⓗ࢖ࣥࣉࣜࢣ࣮ࢩࣙࣥࢆᥦ♧ࡍࡿ࡜࡜ࡶ࡟ࠊᮏ✏ࡀᢪ࠼ࡿ㝈⏺࡜௒ᚋࡢᒎᮃ࡟ࡘ
࠸࡚㏙࡭ࡿࠋ

Chosunilbo (ᮅ㩭᪥ሗⱥㄒ∧), Imports Exceed 10% of Cars in Korean Market , Oct 10, 2013.
(http://english.chosun.com, 2013 ᖺ 10 ᭶ 10 ᪥࢔ࢡࢭࢫ)2 㡑ᅜ㍺ධ⮬ື㌴༠఍࣮࣒࣮࣍࣌ࢪ㸸www.kaida.co.kr㸦2013 ᖺ 11 ᭶ 1 ᪥࢔ࢡࢭࢫ㸧
3 2013 ᖺ⌧ᅾࠊMitsubishi ࡜ Subaru ࡣ㡑ᅜᕷሙ࠿ࡽ஦ᐇୖ᧔㏥ࡋ࡚࠸ࡿࠋ
㸦chosun.com, ᪥ᮏࡢࢫࣂ
࣭ࣝ୕⳻⮬ື㌴ࠊ㡑ᅜ࠿ࡽ᧔㏥, Dec 26, 2012: http://car.biz.chosun.com, 2013 ᖺ 11 ᭶ 1 ᪥࢔ࢡࢭࢫ㸧
4 Focus2move, South Korea Car Market lost 4% sales in the 2010. Hyundai Avante on Top , Jan 22,
2013. (http://www.focus2move.com, 2013 ᖺ 10 ᭶ 27 ᪥࢔ࢡࢭࢫ)1

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2㸬ඛ⾜◊✲࡜௬ㄝ

2-1㸬ᩥ⊩ࣞࣅ࣮ࣗ♫఍ᚰ⌮Ꮫ࡛ࡣ♫఍ⓗつ⠊㸦social norm㸧࡛௦⾲ࡉࢀࡿ௚⪅ࡢᙳ㡪ࡀ୰ᚰⓗ࡞ࢸ࣮࣐ࡢ
1ࡘ࡜ࡋ࡚ㄽࡌࡽࢀ࡚ࡁࡓ㸦White et al., 2009㸧ࠋ࣐࣮ࢣࢸ࢕ࣥࢢ㛵㐃㡿ᇦ࡛ࡣࠊ1950ᖺ௦࡟‽ᣐ㞟ᅋ5ࡢ◊✲ࡀᾘ㈝⪅⾜ື◊✲࡟ᑟධࡉࢀ࡚௨᮶ࠊ㛗ࡁ࡟ࢃࡓࡗ࡚㆟ㄽࡉࢀࠊ௚⪅ࡀࡉࡲࡊࡲ࡞ᙧ࡛ᾘ㈝⪅⾜ື࡟ᙳ㡪ࡍࡿࡇ࡜ࡀ♧ࡉࢀ࡚ࡁࡓ㸦ΎỈ, 1999㸧ࠋࡇࡢࡼ࠺࡟♫఍ⓗつ⠊࡞ࡽࡧ࡟‽ᣐ㞟ᅋࡢ◊✲࡛ࡣ௚⪅ࡀಶேࡢពᅗࡸ⾜ື࡟ཬࡰࡍᙳ㡪ࢆ㏣✲ࡍࡿࡀࠊࡑࢀࡽࡢ◊✲࡟ࡣ௚⪅ࡢᙳ㡪ࢆ༢୍ḟඖ࡛ᤊ࠼ࡿࡶࡢ࡜」ᩘḟඖ࡛ᤊ࠼ࡿࡶࡢࡀ࠶ࡿࠋ
⾜ືពᅗࡢ⌮ㄽ࡜ࡋ࡚ᗈࡃ▱ࡽࢀࡿ Ajzen & Fishbein㸦1980㸧ࡢ TRA㸦Theory of
Reasoned Action: ྜ⌮ⓗ⾜Ⅽ⌮ㄽ㸧ཬࡧ Ajzen㸦1991㸧ࡢ TPB㸦Theory of Planned
Behavior: ィ⏬ⓗ⾜ື⌮ㄽ㸧࡛ࡣࠊ௚⪅࡟ࡼࡿ⾜ືពᅗ࡬ࡢᙳ㡪ࢆࠕ୺ほⓗつ⠊㸦subjective
norm㸧ࠖ࡜࠸࠺༢୍ḟඖ࡛ᤊ࠼ࡿ6ࠋ୺ほⓗつ⠊ࡣࠕ࠶ࡿ⾜ືࢆྲྀࡿ࠿ྰ࠿࡟㛵㐃ࡋ࡚▱ぬࡉࢀࡿ♫఍ⓗࣉࣞࢵࢩ࣮ࣕࠖ
㸦Ajzen, 1991: 188㸧࡜ᐃ⩏ࡉࢀࡿࠋࡇࡢ TRA ࡜ TPB ࡢ▱ぢࢆ᥼⏝ࡋࡓ◊✲࡛ࡣࠊ௚⪅࠿ࡽࡢ♫఍ⓗࣉࣞࢵࢩ࣮ࣕࡀ㞟ᅋ୺⩏ⓗ࡞♫఍࡛⾜ືពᅗ࡟㔜せ࡞ᙳ㡪ࢆཬࡰࡍࡇ࡜㸦Lee & Green, 1991㸧ࡸࠊᩛᑐどࡍࡿᅜࡢ〇ရࡢ㉎㈙ពᅗ࡟ࢿ࢞
ࢸ࢕ࣈ࡞ᙳ㡪ࢆ୚࠼ࡿࡇ࡜㸦Maher & Mady, 2010㸧ࡀ♧ࡉࢀࡓࠋ࡜ࡇࢁࡀࠊ௚⪅ࡢᙳ㡪ࢆ༢୍ḟඖ࡛ᤊ࠼ࡿどⅬ࡟ࡘ࠸࡚ࡣ᠜␲ⓗ࡞ぢ᪉ࡀ࠶ࡿࠋ౛࠼ࡤࠊArmitage & Conner㸦2001㸧ࡣ࣓ࢱศᯒࢆ㏻ࡌ࡚୺ほⓗつ⠊ࡢㄝ᫂ຊࡀẚ㍑ⓗᙅ࠸ࡇ࡜ࢆ♧ࡋ࡚࠸ࡿࠋ௚ࡢ◊✲࡛ࡶ௚⪅ࡢᙳ㡪ࢆ༢୍ḟඖ࡛ᤊ࠼ࡿどⅬࡢ㝈⏺ࡀゝཬࡉࢀ࡚ࡁࡓ㸦e.g., Rhodes &Courneya, 2003; Rivis & Sheeran, 2003; White et al., 2009㸧ࠋ୍᪉࡛ࠊከࡃࡢ◊✲ࡣ௚⪅ࡢᙳ㡪ࢆ」ᩘḟඖ࡛ᤊ࠼ࡿ㸦e.g., Bearden & Etzel, 1982;
Bearden et al., 1989, 1990; Burnkrank & Cousineau, 1975; Cialdini et al., 1990;
Deutsch & Gerard, 1955; D·Rozario & Choudhury, 2000; Kelley, 1947; Netemeyer et al.,
1992; Park & Lessig, 1977; Shcroeder, 1996; White et al., 2009㸧ࠋึᮇࡢ◊✲࡛ Kelley5ΎỈ㸦1999: 46㸧ࡣࠊ‽ᣐ㞟ᅋࢆࠕಶேࡢ⾜ື࡟ᙳ㡪ࢆ୚࠼ࡿேࠎࡢ㞟ᅋࡢࡇ࡜ࠖ࡜ᐃ⩏ࡍࡿࠋࡓࡔࡋࠊ
‽ᣐ㞟ᅋࡣᙳ㡪ຊࡢ࠶ࡿࠕಶேࠖࢆྵࡵ࡚⌮ゎࡉࢀࡿሙྜࡶከ࠸ࠋ౛࠼ࡤࠊBearden & Etzel㸦1982: 184㸧ࡣࠊࠕ࠶ࡿಶேࡢ⾜ື࡟᭷ព࡞ᙳ㡪ࢆ୚࠼ࡿேࡸேⓗ㞟ᅋࠖࠊPark & Lessig㸦1977: 102㸧ࡣࠕ࠶ࡿಶேࡢホ౯ࡸ㢪ᮃࡸ⾜ື࡜᭷ព࡞㛵㐃ᛶࢆࡶࡘ࡜⪃࠼ࡽࢀࡿࠊᐇᅾࡲࡓࡣ᝿ീୖࡢಶே࠶ࡿ࠸ࡣ㞟ᅋࠖ࡜ࠊࡑࢀࡒࢀ‽ᣐ㞟ᅋࢆᐃ⩏ࡋ࡚࠸ࡿࠋᮏ✏࡛ࡶ᭷ຊ࡞ಶேཬࡧ㞟ᅋࢆໟᣓࡍࡿᴫᛕ࡜ࡋ࡚‽ᣐ㞟ᅋࢆ⌮ゎࡍࡿࠋ
6 ಶேࡢ⾜ືពᅗࢆつᐃࡍࡿせᅉ࡜ࡋ࡚ࠊTRA ࡛ࡣࠕ⾜Ⅽ࡟ᑐࡍࡿែᗘࠖ࡜ࠕ୺ほⓗつ⠊ࠖࢆྲྀࡾୖࡆࡿࡀࠊTPB ࡛ࡣ TRA ࡢ 2 せᅉ࡟ࠕ⾜ືࡢ⤫ไឤࠖࢆຍ࠼ࡓ 3 せᅉ࡛ㄝ᫂ࡋ࡚࠸ࡿࠋ

45
5

㸦1947㸧ࡣ‽ᣐ㞟ᅋࡢᶵ⬟ࢆࠕẚ㍑ⓗ㸦comparative㸧ᶵ⬟ࠖ࡜ࠕつ⠊ⓗ㸦normative㸧ᶵ⬟ࠖ࡟ศ㢮ࡋࡓࠋ๓⪅ࡣಶே࡟࡜ࡗ࡚ࢫࢸ࣮ࢱࢫホ౯ࡢẚ㍑ᇶ‽࡜ࡋ࡚ࠊᚋ⪅ࡣつ⠊ࡸ౯್ほࡢᣐࡾᡤ࡜ࡋ࡚ࠊ‽ᣐ㞟ᅋࡀࡑࢀࡒࢀᶵ⬟ࡍࡿࡇ࡜ࢆᣦࡍࠋࡲࡓࠊDeutsch & Gerard㸦1955㸧ࡣಶேࡀཷࡅࡿ♫఍ⓗ࡞ᙳ㡪ࢆࠕ᝟ሗⓗ㸦informational㸧ᙳ㡪ࠖ࡜ࠕつ⠊ⓗ㸦normative㸧ᙳ㡪ࠖ࡟㆑ูࡍࡿࠋ᝟ሗⓗᙳ㡪ࡣࡼࡾ㐺ษ࡞ุ᩿ࡸ⾜ືࢆ⾜࠺ࡓࡵ࡟⌧ᐇࡢドᣐ࡜ࡋ࡚௚⪅ࡢពぢࡸ⾜ືࢆཧ↷ࡋཷࡅධࢀࡿഴྥࡢࡇ࡜࡛࠶ࡿ㸦Deutsch & Gerard,
1955㸧ࠋࡑࢀ࡟ᑐࡋ࡚つ⠊ⓗᙳ㡪ࡣሗൾࡉࢀࡓࡾ⨩ࢆ㑊ࡅࡓࡾࡍࡿ┠ⓗ࡛ࠊ௚⪅㸦㞟ᅋ㸧ࡢつ⠊ࡸ౯್ほ࡟ᚑ࠺ࡇ࡜࡛࠶ࡿࠋࡇࢀࡣ Kelly㸦1947㸧ࡢつ⠊ⓗᶵ⬟࡜㢮ఝࡋ࡚࠾ࡾࠊಶேࡀ▱ぬࡍࡿ㸦ᚑ㡰࡬ࡢ㸧♫఍ⓗࣉࣞࢵࢩ࣮ࣕ࡜ࡋ࡚௚⪅ࡢᙳ㡪ࡀⓎ⏕ࡍࡿⅬ࡛ࠊඛ㏙ࡋࡓ୺ほⓗつ⠊࡜ࡶඹ㏻ࡍࡿࠋ
Park & Lessig㸦1977㸧ࡣ 3 ḟඖࡢศ㢮ࢆ⾜ࡗ࡚࠸ࡿࠋྠ✏࡟ᚑ࠼ࡤࠊ௚⪅࡜ࡋ࡚‽ᣐ㞟ᅋࡢᙳ㡪ࡣࠕ᝟ሗⓗ㸦informational㸧࣭ࠖࠕຌ฼ⓗ㸦utilitarian㸧࣭ࠖࠕ౯್⾲⌧ⓗ㸦value
expressive㸧ࠖࡢ 3 ࡘࡢḟඖ࡟㆑ู࡛ࡁࡿࠋ᝟ሗⓗᙳ㡪ࡣ Deutsch & Gerard㸦1955㸧ࡢᥦ♧ࡋࡓᴫᛕ࡜㢮ఝࡋࡓࡶࡢ࡛ࠊಶேࡀ⮬ศࡢ▱㆑ࡸ⬟ຊࢆ㧗ࡵࡽࢀࡿ࡜▱ぬࡋࡓሙྜ࡟ࠊ
‽ᣐ㞟ᅋ࠿ࡽ᝟ሗࢆཷࡅධࢀ࡚ෆ㒊໬㸦internalization㸧ࡍࡿࡇ࡜ࢆᣦࡍࠋ≉࡟ࠊ᝟ሗⓗᙳ㡪ࡣࠊಶேࡀ࢜ࣆࢽ࣭࣮࢜ࣥࣜࢲ࣮ࡸᑓ㛛ᐙ࠿ࡽ᝟ሗࢆᚓࡼ࠺࡜ࡋࡓࡾࠊ᭷ຊ࡞௚⪅ࡢ⾜ືࢆほᐹࡋ࡚ఱ࠿ࢆ᥎ㄽࡋࡼ࠺࡜ࡋࡓࡾࡍࡿ᫬࡟Ⓨ⏕ࡍࡿ㸦Park & Lessig, 1977㸧ࠋຌ฼ⓗᙳ㡪ࡣ Deutsch & Gerard㸦1955㸧ࡢつ⠊ⓗᙳ㡪࡟ఝ࡚࠾ࡾࠊ‽ᣐ㞟ᅋ࡟ᚑ࠸ࡑࡢᮇ
ᚅ࡟ἢࡗ࡚⾜ືࡋࡓ᪉ࡀሗൾࡉࢀࡿࠊࡶࡋࡃࡣ⨩ࢆචࢀࡿ࡜▱ぬࡋ࡚Ⓨ⏕ࡍࡿ㸦Park &Lessig, 1977 㸧ࠋ ࡋ ࡓ ࡀ ࡗ ࡚ ࠊ ຌ ฼ ⓗ ᙳ 㡪 ࡣ ᐇ ฼ ⓗ ࡞ ⌮ ⏤ ࡟ ࡼ ࡿ ‽ ᣐ 㞟 ᅋ ࡬ ࡢ ㏣ ᚑ㸦compliance㸧࡜ࡳࡿࡇ࡜ࡀ࡛ࡁࡿ㸦Bearden et al., 1989㸧ࠋ᭱ᚋ࡟ࠊ౯್⾲⌧ⓗᙳ㡪ࡣ‽ᣐ㞟ᅋ࡜ࡢ⤖ࡧࡘࡁࢆᙧᡂࡋ⮬ᕫᴫᛕࢆᙉ໬࣭ྥୖࡋࡼ࠺࡜ࡍࡿືᶵ࠿ࡽⓎ⏕ࡍࡿ㸦Park & Lessig, 1977㸧ࠋ᥮ゝࡍࢀࡤࠊ࣏ࢪࢸ࢕ࣈ࡞‽ᣐ㞟ᅋ࡜ྠ୍໬㸦identification㸧ࡋ࡚⮬ᕫ࢖࣓࣮ࢪࢆ㧗ࡵࡼ࠺࡜ࡍࡿືᶵࡀാࡁࠊࡑࡢ㞟ᅋ࡟ᚑࡗ࡚⾜ືࡍࡿࡇ࡜ࢆ⾲ࡍ
㸦Bearden et al., 1989㸧ࠋࡇࡢࡼ࠺࡞ྠ୍໬ࡢᑐ㇟࡟࡞ࡿ‽ᣐ㞟ᅋࡣࠊಶேࡀឡ╔ࢆᢪ࠸ࡓࡾࠊఝࡓ࠸࡜ᛮࡗࡓࡾࡍࡿ௚⪅ࡸ㞟ᅋ࡛࠶ࡿ㸦Bearden & Etzel, 1982; Park & Lessig,
1977㸧ࠋ
Park & Lessig㸦1977㸧ࡢ 3 ḟඖ࡟ᑐࡋ࡚ Bearden et al.㸦1989㸧ࡣᐇドศᯒࢆ⾜࠸ࠊ᝟ሗⓗᙳ㡪ࡀ௚ࡢᙳ㡪࡜ᘚูࡉࢀࡿ༙㠃ࠊຌ฼ⓗᙳ㡪࡜౯್⾲⌧ⓗᙳ㡪ࡣᘚูⓗጇᙜᛶ࡟Ḟࡅࡿࡇ࡜ࢆ♧ࡋࡓࠋࡑࡇ࡛ຌ฼ⓗᙳ㡪࡜౯್⾲⌧ⓗᙳ㡪ࢆ⤫ྜࡋ࡚ࠕつ⠊ⓗᙳ㡪

466㸦normative influence㸧ࠖ࡜ࡋࠊࠕ᝟ሗⓗᙳ㡪㸦informational influence㸧ࠖ࡜ేࡏ࡚ 2 ḟඖ໬ࡋࡓᑐேⓗᙳ㡪ࢆᥦ♧ࡋࡓ7ࠋࡑࡋ࡚୧ḟඖ࡟ᑐࡍࡿᾘ㈝⪅ࡢឤཷᛶࢆ

ࡿᑻᗘ࡜ࡋ࡚ࠕ ᑐ ே ⓗ ᙳ 㡪 ࡟ ᑐ ࡍ ࡿ ᾘ ㈝ ⪅ ࡢ ឤ ཷ ᛶ 㸦 consumer susceptibility to interpersonal
influence㸧ࠖ8ࢆ㛤ⓎࡋࡓࠋBearden ࡽࡣྠ✏࡛ࡇࡢ 2 ḟඖᑻᗘࡢಙ㢗ᛶ࡜ጇᙜᛶࢆ᳨ドࡋࠊࡑࡢᚋࡢ Bearden et al.㸦1990㸧࡛ࡉࡽ࡟ᵓᡂᴫᛕࡢጇᙜᛶࢆ☜ㄆࡋ࡚࠸ࡿࠋ
㢮⦕ࡢどⅬ࡛♫఍ⓗつ⠊࡜ࡋ࡚ࡢ௚⪅ࡢᙳ㡪ࢆ 2 ḟඖ࡛ᤊ࠼ࡿ⪃࠼᪉ࡀ࠶ࡿࠋCialdini
et al.㸦1990㸧ࡣ♫఍ⓗつ⠊ࡢᙳ㡪ࢆࠕ࿨௧ⓗつ⠊㸦injunctive norm㸧ࠖ࡜ࠕグ㏙ⓗつ⠊㸦descriptive norm㸧ࠖ࡟ศ㢮ࡍࡿࠋ࿨௧ⓗつ⠊ࡢᙳ㡪ࡣேࡀྲྀࡿ࡭ࡁ⾜ື࡟㛵ࡍࡿ௚⪅㸦㞟ᅋ㸧ࡢ⪃࠼᪉ࡀಶேࡢពᅗࡸ⾜ື࡟ᙳ㡪ࡍࡿࡇ࡜࡛࠶ࡾࠊሗൾࡢ⋓ᚓࡸ⨩ࡢᅇ㑊ࡀ㏣ᚑࡢືᶵ࡜࡞ࡿ㸦Cialdini et al., 1990; Reno et al., 1993; Rhodes & Courney, 2003; White etal., 2009㸧ࠋࡑࡢⅬ࡛࿨௧ⓗつ⠊ࡢᙳ㡪ࡣඛ㏙ࡢ୺ほⓗつ⠊ࡸつ⠊ⓗᙳ㡪࡜┦㏻ࡌࡿ࡜ࡇࢁ
ࡀከ࠸ࠋ௚᪉ࠊグ㏙ⓗつ⠊ࡢᙳ㡪ࡣ≉ᐃࡢ≧ἣ࡟࠾࠸࡚኱㒊ศࡢேࡀྲྀࡿ⾜ືࢆ⌧ᐇࡢドᣐ࡜ࡋ࡚ཷࡅṆࡵࠊࡑࢀࢆຠᯝⓗ࡛㐺ᛂᛶࡀ࠶ࡾࠊ࠿ࡘ㐺ษ࡞⾜ື࡜ࡋ࡚ཷࡅධࢀࡿࡇ࡜
ࢆព࿡ࡍࡿ㸦Cialdini et al., 1990; Reno et al., 1993; White et al., 2009㸧ࠋࡇࢀࡣ௚⪅ࡢ
⾜ືᵝᘧࢆ↓㞴࡛ຠ⋡ⓗ࡞ពᛮỴᐃࡢᡭ❧࡚࡜ࡋ࡚ཧ↷ࡍࡿࡇ࡜࡛࠶ࡾࠊ᪤㏙ࡋࡓ᝟ሗⓗᙳ㡪࡜㢮ఝࡋ࡚࠸ࡿࠋ
௨ୖࡢࡼ࠺࡟௚⪅ࡢᙳ㡪ࢆ」ᩘḟඖ࡛ᤊ࠼ࡿどᗙࡣࠊ⎔ቃ࡟㐺ษ࠿ࡘຠᯝⓗ࡟ᑐᛂࡍࡿ
┠ⓗ࡛⌧ᐇࡢドᣐ࡜ࡋ࡚௚⪅ࡸ‽ᣐ㞟ᅋࡢ▱㆑࡞࠸ࡋࡣ᝟ሗࢆཷᐜࡍࡿሙྜ࡜ࠊሗൾࡢ⋓ᚓࡸฎ⨩ࡢᅇ㑊ࠊ࡞ࡽࡧ࡟⮬ᕫ࢖࣓࣮ࢪࡢྥୖࢆ┠ⓗ࡟௚⪅࡟ᚑ࠺ሙྜࢆࠊ୺ࡓࡿᙳ㡪ࡢᒓᛶ࡜ࡋ࡚ㄆ㆑ࡋ࡚࠸ࡿ࡜ゝ࠼ࡼ࠺ࠋᮏ✏࡛ࡣ௚⪅ࡢᙳ㡪ࢆ 2 ḟඖ࡛ᤊ࠼ࡿ Bearden et al.㸦1989㸧ࡢᑻᗘࢆ⏝࠸࡚ࠊ㡑ᅜᾘ㈝⪅ࡢᑐேⓗᙳ㡪࡬ࡢឤཷᛶ࡜ᅜ⏘㌴㑅ዲഴྥ࡜ࡢ㛵㐃ࢆ㏣✲ࡍࡿࠋ᪤㏙ࡢࡼ࠺࡟Bearden ࡽࡣ௚⪅࡟ࡼࡿᑐேⓗᙳ㡪ࢆ᝟ሗⓗᙳ㡪࡜つ⠊ⓗᙳ㡪ࡢ 2 ࡘ࡟ᓧูࡍࡿࠋࡑࡢୖ
࡛ࠊᑻᗘ࡜ࡋ࡚ 4 㡯┠࡛ᐃࡉࢀࡿ᝟ሗⓗᙳ㡪࡬ࡢឤཷᛶ㸦susceptibility to informational

influence㸸௨ᚋࠊSII ࡜␎ࡍ㸧࡜ࠊ8 㡯┠࡛ᐃࡉࢀࡿつ⠊ⓗᙳ㡪࡬ࡢឤཷᛶ㸦susceptibility

7Park & Lessign㸦1977㸧࡛ࡣ᝟ሗⓗ࣭ຌ฼ⓗ࣭⮬ᕫ⾲⌧ⓗᙳ㡪ࢆࠕ‽ᣐ㞟ᅋࡢᙳ㡪㸦reference groupinfluence㸧ࠖ࡜࿧⛠ࡍࡿࡀࠊࡑࢀࢆ 2 ḟඖ࡟ࡲ࡜ࡵࡓ Bearden et al.㸦1989㸧࡛ࡣࠕᑐேⓗᙳ㡪㸦interpersonal influence㸧ࠖ࡜࿧ࢇ࡛࠸ࡿࠋ
8 Bearden et al.㸦1989: 474㸧ࡣࠊᑐேⓗᙳ㡪࡟ᑐࡍࡿᾘ㈝⪅ࡢឤཷᛶࢆࠕ〇ရࡸࣈࣛࣥࢻࡢྲྀᚓ࡜౑⏝ࢆ㏻ࡌ࡚⮬ᕫ࢖࣓࣮ࢪࢆ᭷ຊ࡞௚⪅࡜ྠ୍໬ࡋࡓࡾྥୖࡉࡏࡼ࠺࡜ࡍࡿḧồࠊ㉎㈙ពᛮỴᐃ࡟࠾࠸࡚௚
⪅ࡢᮇᚅ࡟ἢ࠾࠺࡜ࡍࡿᚰᣢࡕࠊࡑࡋ࡚௚⪅ࢆほᐹࡋࡓࡾ௚⪅࠿ࡽ᝟ሗࢆ᥈ࡗࡓࡾࡋ࡚〇ရࡸࢧ࣮ࣅࢫ
࡟ࡘ࠸࡚ࡼࡾ▱ࢁ࠺࡜ࡍࡿഴྥࠖ࡜ᐃ⩏ࡋ࡚࠸ࡿࠋ

47
7

to normative influence㸸௨ᚋࠊSNI ࡜␎ࡍ㸧ࢆ㛤Ⓨࡋᐇドⓗ࡟᳨ドࡋ࡚࠸ࡿࠋࡑࡢᚋࠊ
ᙜヱᑻᗘࡣ㛵㐃㡿ᇦࡢ◊✲࡛ᗈࡃ᥇⏝ࡉࢀ᭷ຠᛶࡀ☜ㄆࡉࢀ࡚࠸ࡿ㸦e.g., Bearden et al.,
1990; D·Rozario & Choudhury, 2000; Huang et al., 2010; Netemeyer et al., 1992;
Schroeder, 1996㸧ࠋḟ㡯࡛ࡣࠊSII ࡜ SNIࠊࡑࡋ࡚ᅜ⏘㌴㑅ዲഴྥࡢ㛵㐃ᛶ࡟ࡘ࠸࡚௬ㄝ
ࢆᵓ⠏ࡍࡿࠋ

2-2㸬௬ㄝࡢᵓ⠏๓㡯࡛⪃ᐹࡋࡓࡼ࠺࡟ࠊ᪤Ꮡ◊✲ࡣ」ᩘḟඖࡢᑐேⓗᙳ㡪࡟ࡼࡗ࡚ಶேࡢ⾜ືពᅗࡀつᐃࡉࢀࡿࡇ࡜ࢆ♧ࡋ࡚࠸ࡿࠋ⮬ື㌴ࡢ㉎㈙ពᛮỴᐃ࡟࠾࠸࡚ࡶࠊḟࡢ⌮⏤࠿ࡽࠊᾘ㈝⪅ࡣ᝟ሗⓗཬࡧつ⠊ⓗ࡞ḟඖ࡛ᐜ᫆࡟௚⪅ࡢᙳ㡪ࢆཷࡅධࢀࡿ࡜ண᝿ࡉࢀࡿࠋ⮬ື㌴ࡣ௚⪅ࡢ┠࡟௜ࡁࡸࡍ࠸㧗࠸㢧♧ᛶࢆࡶࡘ〇ရ࡛࠶ࡿ㸦Bearden & Etzel, 1982㸧ࠋࡑࡢୖ࡟ࠊ୍⯡ⓗ࡟㧗౯࡛㛵୚ᗘࡀ㧗ࡃࠊ㉎㈙᫬࡟▱ぬࣜࢫࢡࢆឤࡌࡿࡓࡵࠊᾘ㈝⪅ࡣ᝟ሗ᥈⣴࡟㛗࠸᫬㛫ࢆ㈝ࡸࡍഴྥࡀ࠶ࡿ㸦Jiménez & Martín, 2010; Lapersonne et al., 1995㸧ࠋࡋࡓࡀࡗ࡚ࠊ
ᾘ㈝⪅ࡣ⮬ື㌴࡟ヲࡋ࠸ேࡸ᪤࡟ᡤ᭷ࡋ࡚࠸ࡿேࠊࡲࡓࡣุ᩿ࡢᣐࡾᡤ࡜ࡍࡿேࡸ㞟ᅋ࡞࡝ࠊ௚⪅࠿ࡽ㉎㈙ពᛮỴᐃ࡟ಀࢃࡿ」ᩘḟඖࡢᙳ㡪ࢆཷࡅࡸࡍ࠸ࡣࡎ࡛࠶ࡿࠋࡑࡢࡓࡵࠊ
SII ࡜ SNI ࡣ࡜ࡶ࡟ᾘ㈝⪅ࡢᅜ⏘㌴㑅ዲഴྥ࡟᭷ព࡞ᙳ㡪ࢆ୚࠼ࡿ࡜⪃࠼ࡽࢀࡿࠋࡑࡇ࡛ࠊ
ḟࡢ௬ㄝࢆ❧࡚ࡿࠋ

H1㸸SII ࡣᅜ⏘㌴㑅ዲഴྥ࡟᭷ព࡞ᙳ㡪ࢆ୚࠼ࡿࠋ
H2㸸SNI ࡣᅜ⏘㌴㑅ዲഴྥ࡟᭷ព࡞ᙳ㡪ࢆ୚࠼ࡿࠋ

ḟ࡟ࠊSII ࡜ SNI ࡢ࡝ࡕࡽࡀᾘ㈝⪅ࡢᅜ⏘㌴㑅ዲഴྥࢆࡼࡾᙉࡃつᐃࡍࡿ࠿࡟ࡘ࠸࡚௬
ㄝࢆᑟฟࡍࡿࠋBearden & Etzel㸦1982㸧ࡣ⮬ື㌴ࢆྵࡴ 16 ࡢ〇ရ࢝ࢸࢦ࣮ࣜ࡟࠾࠸࡚ࠊ
ᾘ㈝⪅ࡢ〇ရỴᐃ࡜ࣈࣛࣥࢻỴᐃ࡟‽ᣐ㞟ᅋࡀ୚࠼ࡿ᝟ሗⓗ࣭ຌ฼ⓗ࣭⮬ᕫ⾲⌧ⓗᙳ㡪ࢆศᯒࡋࡓࠋ᪤㏙ࡢࡼ࠺࡟ຌ฼ⓗ࣭⮬ᕫ⾲⌧ⓗᙳ㡪ࡣ Bearden et al.㸦1989㸧࡛つ⠊ⓗᙳ㡪࡟ໟᣓࡉࢀࡿࠋBearden & Etzel㸦1982㸧ࡢศᩓศᯒ࡛ࡣࠊ〇ရỴᐃ࡜ࣈࣛࣥࢻỴᐃࢆ㏻ࡋ࡚ࠊ⮬ື㌴㑅ᢥ࡟࠾࠸࡚᝟ሗⓗᙳ㡪ࡀ௚ࡢᙳ㡪ࡼࡾ㢧ⴭ࡟㧗࠸ᖹᆒ್ࢆ♧ࡋࡓࠋࡇࡢ⤖ᯝࡣࠊᾘ㈝⪅ࡀ⮬ື㌴ࡢ㉎㈙ពᛮỴᐃ࡟࠶ࡓࡗ࡚௚⪅࠿ࡽཷࡅࡿᙳ㡪ࡣࠊ♫఍ⓗࣉࣞࢵࢩ࣮ࣕࡢせ⣲ࡼࡾࠊྜ⌮ⓗ࡞ุ᩿ࡢࡓࡵ࡟୺せ࡞௚⪅ࢆཧ↷ࡍࡿ᝟ሗⓗ࡞せ⣲࡟ࡼࡗ࡚ᙉࡃつᐃࡉࢀࡿࡇ࡜ࢆព࿡ࡍࡿࠋ⮬ື㌴㑅ᢥ⾜ື࡟࠾ࡅࡿ᝟ሗⓗᙳ㡪ࡢᙉࡉࡣ Wu㸦2011㸧ࡢ

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◊✲࠿ࡽࡶ㢮᥎࡛ࡁࡿࠋྠ✏࡛ࡣ⮬ື㌴㉎ධ᫬ࡢពᛮỴᐃࡢ᝟ሗ※࡜ࡋ࡚཭ே࣭ᐙ᪘࣭ྠ
൉࣭➨ 3 ⪅㸦ࢥࣥࢩ࣮࣐࣮࣭࣏࣮ࣗࣞࢺࡸࢿࢵࢺ᝟ሗ㸧࡞࡝௚⪅ࡢᙳ㡪ࡀ᭷ព࡟ാࡃࡇ࡜
ࢆ☜ㄆࡋࡓୖ࡛ࠊಙ㢗ᛶ࣭Ᏻ඲ᛶ࣭㉎ධᚋࡢࢧ࣮ࣅࢫࡀ᭱ࡶ㔜せ࡞ୖ఩ 3 ࡘࡢពᛮỴᐃᡭࡀ࠿ࡾ࡛࠶ࡿࡇ࡜ࢆⓎぢࡋࡓࠋࡑࡢ཯㠃ࠊ㔜せᗘࡀ᭱ࡶప࠸ᡭࡀ࠿ࡾࡣཎ⏘ᅜ࡛࠶ࡗࡓࠋ
⮬ື㌴ࡣ㛵୚ᗘ࡜▱ぬࣜࢫࢡࡀ㧗࠸ࡓࡵࠊ㉎㈙ពᛮỴᐃ࡟࠶ࡓࡗ࡚ὀព῝࠸᝟ሗࡢ཰㞟࡜ศᯒࡀ⾜ࢃࢀࡿ࡜ࡉࢀࡿ㸦Lapersonne et al., 1995㸧ࠋࡑࡢࡓࡵࠊୖ㏙ࡋࡓ◊✲⤖ᯝ࠿ࡽぢཷࡅࡽࢀࡿࡼ࠺࡟ࠊ௚⪅࠿ࡽཷࡅࡿᙳ㡪ࡣྜ⌮ⓗពᛮỴᐃࡢุ᩿ᮦᩱ࡜࡞ࡿ᝟ሗⓗḟඖࡀ኱ࡁ࠸࡜⪃࠼ࡽࢀࡿࠋᅜ⏘㌴㑅ዲഴྥ࡟࠾࠸࡚ࡶྠᵝࡢ᥎ㄽࡀ࡛ࡁࡼ࠺ࠋࡘࡲࡾࠊ௚⪅ࡢᙳ㡪ࡣࠊ㈹㈶ࡸ⨩ࠊ⩎ᮃࡍࡿ㞟ᅋ࡜ࡢྠ୍໬࡜࠸ࡗࡓつ⠊ⓗḟඖࡼࡾࠊ㐺ษ࡞ពᛮỴᐃࢆୗࡍ࡭ࡃ௚⪅ࡢ▱㆑ࡸ⤒㦂ࢆཷᐜࡋෆ㒊໬ࡍࡿ᝟ሗⓗḟඖࡀ┠❧ࡘ࡜ண᝿ࡉࢀࡿࠋࡑࡇ࡛
ḟࡢ௬ㄝࢆ❧࡚ࡿࠋ

H3㸸SII ࡣ SNI ࡼࡾᅜ⏘㌴㑅ዲഴྥ࡟ᙉ࠸ᙳ㡪ࢆ୚࠼ࡿࠋ

SII ࡜ SNI ࡢ㛫࡟ࡣṇࡢ┦㛵㛵ಀࡀ☜ㄆࡉࢀ࡚࠸ࡿࡀ㸦Bearden et al., 1989; Shcroeder,
1996㸧ࠊᅉᯝ㛵ಀ࡟ࡘ࠸࡚ࡣ༑ศ࡟ゎ᫂ࡉࢀ࡚࠸࡞࠸ࠋᅉᯝ㛵ಀࡀᏑᅾࡍࡿࡢ࡛࠶ࢀࡤࠊ2ḟඖࡢᙳ㡪ࡀ஫࠸࡟ཎᅉ࡜⤖ᯝ࡜࡞ࡗ࡚㐃㙐ⓗ࡟Ⓨ⏕ࡍࡿྍ⬟ᛶࡀ࠶ࡿࠋࡑࡇ࡛ࠊࡇࡇ࡛ࡣ SII ࡜ SNI ࡢ㛵㐃ᛶࡀ┦㛵ࡢ࡯࠿࡟ᅉᯝ㛵ಀࢆࡶෆໟࡍࡿࡶࡢ࠿ྰ࠿࡟ࡘ࠸࡚᥎ㄽࡍࡿࠋ
つ⠊ⓗᙳ㡪ࡣᾘ㈝⪅࡟㉎㈙ࡀチᐜࡉࢀࡿ୍ᐃࡢ⠊␪㸦౛࠼ࡤࠊ㡑ᅜேࡣࠕᅜ⏘㌴ࠖࢆ㈙࠺࡭ࡁࡔ㸧ࢆ୚࠼ࡿྍ⬟ᛶࡀ࠶ࡿࠋࡑࡢᙳ㡪ࢆཷࡅࡓᾘ㈝⪅ࡣᙜヱ⠊␪ࡢ୰࡛㐺ษ࡞㑅ᢥࢆ⾜࠺࡭ࡃ㸦౛࠼ࡤࠊከ✀ከᵝ࡞ᅜ⏘㌴ࡢ୰࡛ఱࢆ㑅ࡪ࠿㸧ࠊᑓ㛛ᐙࡢ▱㆑ࢆᚓࡓࡾ௚⪅ࡢ⾜ືࢆཧ↷ࡋࡓࡾࡋ࡚᝟ሗⓗᙳ㡪ࢆཷࡅࡿ࡜⪃࠼ࡽࢀࡿࠋࡘࡲࡾࠊຌ฼ⓗࡲࡓࡣ⮬ᕫ⾲⌧ⓗ࡞⌮⏤࡟ࡼࡿつ⠊ⓗᙳ㡪ࡢཷᐜࡣࠊ⥆࠸࡚ࡑࡢ᭷ຊ࡞௚⪅ࡀࡶࡘ▱㆑ࡸ᝟ሗࡢ᭷⏝ᛶ࡜ᙳ㡪ຊࢆ㧗ࡵࠊ᝟ሗⓗᙳ㡪ࢆᙉࡵࡿࡢ࡛ࡣ࡞࠸ࡔࢁ࠺࠿ࠋ㏫࡟ࠊ㉎㈙ពᛮỴᐃ࡟࠶ࡓࡗ࡚
௚⪅ࡢ⾜ືࢆほᐹࡋࡓࡾ᭷㆑⪅࠿ࡽࡢ᝟ሗࡸ▱㆑ࢆᚓࡓࡾࡋ࡚᝟ሗⓗᙳ㡪ࢆཷࡅࡸࡍ࠸ᾘ
㈝⪅ࡶࠊከᩘࡢ௚⪅ࡀ⾜࠺⾜ື࡟᥋ࡋࡓ㝿ࠊࡑࢀࢆ 1 ࡘࡢ♫఍ⓗ࡞つ⠊࡜ࡋ࡚▱ぬࡋᙳ㡪ࡉࢀࡿྍ⬟ᛶࡀ࠶ࡿࠋࡇࡢࡼ࠺࡞᥎ㄽ࡟ᇶ࡙ࡅࡤࠊSII ࡜ SNI ࡣ┦஫࡟᭷ព࡞ᙳ㡪ࢆ୚࠼ࡿࡢ࡛ࡣ࡞࠸࠿࡜⪃࠼ࡽࢀࡿࠋࡉࡽ࡟ࠊ᪤㏙ࡋࡓࡼ࠺࡟ SII ࡜ SNI ࡢ㛫࡟ࡣṇࡢ┦㛵㛵ಀࡀᏑᅾࡍࡿ࡜ࡉࢀࡿࡓࡵࠊࡑࡢᅉᯝ㛵ಀࡶṇࡢ᪉ྥ࡛ࡣ࡞࠸࠿࡜᥎
ḟࡢ௬ㄝࢆ❧࡚ࡿࠋ49
9ࡉࢀࡿࠋࡋࡓࡀࡗ࡚ࠊ

H4㸸SII ࡣ SNI ࡟ṇࡢᙳ㡪ࢆ୚࠼ࡿࠋ
H5㸸SNI ࡣ SII ࡟ṇࡢᙳ㡪ࢆ୚࠼ࡿࠋ

3㸬ㄪᰝࡢタィ࡜ᐇ᪋〇ရ࢝ࢸࢦ࣮ࣜ㸸୍⯡࡟ᾘ㈝⪅ࡀ⮬ື㌴ࢆ㉎ධࡍࡿ㝿࡟ࡣ㧗࠸㈝⏝࡜᝟ሗ᥈⣴᫬㛫ࢆ㈝ࡸࡍ㸦Jiménez & Martín, 2010㸧ࠋBearden & Etzel㸦1982㸧࡟ࡼࡿ࡜ࠊ⮬ື㌴ࡣ᪥ᖖ⏕άୖࡢᚲせᛶ࡟ࡼࡗ࡚ከࡃࡢேࡀᡤ᭷ࡍࡿ〇ရ࡛࠶ࡾ࡞ࡀࡽࠊ௚ேࡢ┠࡟௜ࡁࡸࡍ࠸㢧♧ᛶࡀ࠶ࡿࠋࡋࡓࡀࡗ࡚ࠊ‽ᣐ㞟ᅋࡢᙳ㡪ࡣ〇ရ⮬యࡢ㑅ᢥࡼࡾࠊࣈࣛࣥࢻ㑅ᢥ࡛㢧ⴭ࡟ࡳࡽࢀࡿ࡜࠸࠺ࠋ㡑ᅜᕷሙ࡛⌧௦⮬ື㌴ࢢ࣮ࣝࣉࡀ 7 ๭ࢆ㉸࠼ࡿࢩ࢙࢔ࢆ༨ࡵ࡚࠸ࡿ⌧≧࡟㚷ࡳࡿ࡜ࠊᮏ✏࡛ᢅ࠺㡑ᅜᾘ㈝⪅ࡢᅜ⏘㌴㑅ዲഴྥࡣᅜ⏘ࣈࣛࣥࢻࢆ㑅ࡪ࠿ྰ࠿ࡢၥ㢟࡟ࡶ㏆࠸ࠋᑻᗘ㸸᪤࡟㏙࡭ࡓࡼ࠺࡟ࠊ௚⪅࡟ࡼࡿᑐேⓗ࡞ᙳ㡪࡟ࡘ࠸࡚ࡣ Bearden et al.㸦1989㸧࡟ࡼࡗ࡚ᥦ᱌᳨࣭ドࡉࢀࡓ SII ࡜ SNI ࡢᑻᗘࢆ⏝࠸ࡿࠋ୍᪉ࠊᾘ㈝⪅ࡢᅜ⏘㌴㑅ዲഴྥࡣࠊ
Yi & Jeon㸦2003㸧࡛⏝࠸ࡽࢀࡓᾘ㈝⪅㑅ዲࡢᑻᗘࢆ᥇⏝ࡍࡿࠋ㉁ၥࡢ⾲⌧ࡣᮏ◊✲ࡢࢥࣥࢸࢡࢫࢺ࡟ྜࢃࡏ࡚㒊ศⓗ࡟ಟṇࡉࢀࡓ㸦⾲ 2 ཧ↷㸧ࠋ⩻ヂ㸸᥇⏝ࡋࡓᑻᗘࡣ⩻ヂ㸤㏫⩻ヂࡢᡭ㡰࡟ἢࡗ࡚㡑ᅜㄒ࡟ヂࡉࢀࡓࠋࡲࡎࠊཎᮏࡢⱥ
ㄒࢆ㡑ᅜㄒ࡟⩻ヂࡋࡓᚋࠊูࡢ⩻ヂ⪅ࡀࡑࢀࢆⱥㄒ࡟㏫⩻ヂࡋࡓࠋࡑࡢᚋࠊ࢜ࣜࢪࢼࣝ࡜
㏫⩻ヂࡉࢀࡓ㉁ၥ㡯┠ࡢ㛫࡟ព࿡ࡢ୍⮴ᛶ࡜஫᥮ᛶ࡟㱈㱒ࡀ࡞࠸ࡇ࡜ࢆ☜ㄆࡋࡓࠋㄪᰝ⚊㸸ḟ࠸࡛ࠊྛ㉁ၥࢆ 7 Ⅼᑻᗘ࡛ᐃࡍࡿㄪᰝ⚊ࢆసᡂࡋࠊ㡑ᅜࡢ㤳㒔ᅪ࡟ᒃఫࡍ

ࡿᕷẸ 50 ྡ࡟ᑐࡋ࡚ணഛㄪᰝࢆ⾜ࡗࡓࠋࡑࡇ࡛ᚓࡽࢀࡓᅇ⟅࡟ᇶ࡙ࡁࠊㅖ㉁ၥᩥࢆព࿡
ࡢ᫂☜ᛶ࣭㉁ၥ㡯┠ࡢ㢮ఝᛶ࣭ෆⓗᩚྜᛶࡢどⅬ࡛ྫྷ࿡ࡋࡓࠋࡑࡢ⤖ᯝࠊSNI ࡟ࡘ࠸࡚ࡣ
ᮏ᮶ࡢ 8 㡯┠ࢆ 4 㡯┠࡟ῶࡽࡋࡓᑻᗘࢆᮏㄪᰝ࡟⏝࠸ࡿࡇ࡜࡟ࡋࡓ㸦⾲ 2 ཧ↷㸧ࠋᙜヱ 4㡯┠࡛⟬ฟࡋࡓࢡࣟࣥࣂࢵࢡࡢȘࡣ 0.76 ࡛࠶ࡗࡓࠋSII ࡢ 4 㡯┠࡜ᅜ⏘㌴㑅ዲഴྥࡢ 4 㡯┠ࡣኚ᭦ࡏࡎᮏㄪᰝ࡟⏝࠸ࡿࡇ࡜࡟ࡋࡓ㸦⾲ 2 ཧ↷㸧ࠋ୧ᵓᡂᴫᛕࡢࢡࣟࣥࣂࢵࢡࡢȘࡣ๓⪅ࡀ 0.79ࠊᚋ⪅ࡀ 0.85 ࡛࠶ࡗࡓࠋ
ணഛㄪᰝࢆࡶ࡜࡟ྛ㉁ၥ㡯┠ࢆ 7 Ⅼᑻᗘ࡛

ࡿ㉁ၥ⚊ࢆసᡂࡋࡓࠋ㉁ၥ㡯┠ࡢ㡰ᗎࡣࠊࣂ࢖࢔ࢫࢆ㑊ࡅࡿࡓࡵࣛࣥࢲ࣒࡟㓄⨨ࡉࢀࡓࠋᮏㄪᰝ㸸㡑ᅜࡢࣜࢧ࣮ࢳ఍♫ࡢ༠ຊࢆᚓ࡚ࠊ㤳㒔࡛࠶ࡿࢯ࡛࢘ࣝࣛࣥࢲ࣒࡞࣮࣭ࣔࣝ࢖
ࣥࢱ࣮ࢭࣉࢺ᪉ᘧࡢㄪᰝࢆᐇ᪋ࡋࡓࠋࡑࡢ⤖ᯝࠊ200 ࡢ᭷ຠᅇ⟅ࡀᚓࡽࢀࡓࠋ⾲㸯࡟ᅇ⟅

50
10⪅ࡢࢹࣔࢢࣛࣇ࢕ࢵࢡᒓᛶࢆ♧ࡍࠋ⾲ 1㸬ᶆᮏࡢࢹࣔࢢࣛࣇ࢕ࢵࢡᒓᛶ
ᒓᛶ

༊ศ

n (%)

ᒓᛶ

༊ศ

n (%)

ᛶู

⏨

95 (47.5)ᩍ⫱㧗༞

31 (15.5)(ே)ዪ

105 (52.5)

Ỉ‽኱ᅾ

18 (9.0)኱༞

151 (75.5)

ᖺ㱋

30 ᮍ‶

49 (24.5)

ᖺ㛫

30 ᮍ‶

43 (21.5)

(ṓ)

30-39

91 (45.5)ᡤᚓ

30 ௨ୖ-50 ᮍ‶

68 (34.0)

40-49

39 (19.5)

(ⓒ୓

50-70

49 (24.5)

50 ௨ୖ

21 (10.5)

࢛࢘ࣥ)

70 ௨ୖ

40 (20.0)ᮍ፧

105 (52.5)

᪤፧

95 (47.5)⤖፧4㸬ศᯒ࡜⤖ᯝᮏ⠇࡛ࡣḟࡢᡭ㡰࡛ศᯒࢆ㐍ࡵࡿࠋ4-1 ࡛ࡣ SNI ࡜ SII ࡟ࢹࣔࢢࣛࣇ࢕ࢵࢡᒓᛶ࡟ࡼࡿ
┦㐪ࡀ࠶ࡿ࠿ࢆ᳨ウࡍࡿࠋ4-2 ࡜ 4-3 ࡛ࡣ௬ㄝ᳨ド࡟ྥࡅ࡚ᵓ㐀᪉⛬ᘧࣔࢹࣜࣥࢢࢆ⾜࠺ࠋ
4-2 ࡛ࡣ࣓ࢪ࣮࣓ࣕࣥࢺ࣭ࣔࢹࣝࡢศᯒࢆ㏻ࡌ࡚ᵓᡂᴫᛕࡢಙ㢗ᛶ࡜ጇᙜᛶࢆ☜ㄆࡍࡿࠋࡑࡢୖ࡛ 4-3 ࡛ࡣࠊ3 ࡘࡢᵓ㐀ࣔࢹࣝࢆᵓ⠏ࡋࠊSNI࣭SII࣭ᅜ⏘㌴㑅ዲഴྥ㛫ࡢᅉᯝ㛵ಀࢆ᳨ドࡍࡿࠋ

4-1㸬ࢹࣔࢢࣛࣇ࢕ࢵࢡᒓᛶࡢศᯒ
⾲ 1 ࡟♧ࡋࡓྛᒓᛶ࡟ࡼࡿ SNI ࡜ SII ࡢᕪ␗ࢆㄪ࡭ࡿ࡭ࡃᖹᆒ್ࡢᕪࢆ᳨ᐃࡋࡓࠋศᯒ
᪉ἲ࡜ࡋ࡚ࠊࠕᛶูࠖ࡜ࠕ⤖፧ࠖ࡟ࡘ࠸࡚ࡣᑐᛂࡢ࡞࠸ t ᳨ᐃࠊࠕᖺ㱋࣭ࠖࠕᩍ⫱Ỉ‽࣭ࠖࠕᡤᚓࠖ࡟ࡘ࠸࡚ࡣ SNI ࡜ SII ࢆᚑᒓኚᩘ࡜ࡍࡿከኚ㔞ศᩓศᯒࢆ⾜ࡗࡓࠋศᯒࡢ⤖ᯝࠊ᭷ព࡞ᕪ␗ࡀࡳࡽࢀࡓࡢࡣ SII ࡟࠾ࡅࡿࠕᛶูࠖࡢᕪࡢࡳ࡛࠶ࡗࡓࠋᛶู
࡟ࡼࡿ t ᳨ᐃࡢ⤖ᯝࢆヲࡋࡃ♧ࡍ࡜ࠊSNI ࡀ t(198)=0.11, n.s.ࠊSII ࡀ t(198)=-2.60, p<0.1
࡛ࠊSII ࡛⏨ዪ㛫ࡢ᭷ពᕪࡀ☜ㄆࡉࢀࡓࠋSII ࡟࠾ࡅࡿᖹᆒ್㸦ᶆ‽೫ᕪ㸧ࡣࠊ⏨ᛶ
5.321(0.899)࣭ዪᛶ 5.642(0.863)࡛࠶ࡾࠊዪᛶࡀ᝟ሗⓗᙳ㡪࡟ẚ㍑ⓗᩄឤ࡞ഴྥ࡟࠶ࡿࡇ

5111࡜ࡀࢃ࠿ࡗࡓࠋࡑࡢ௚ࡢࢹࣔࢢࣛࣇ࢕ࢵࢡኚᩘ࡛ࡣࠊ࡝ࢀࡶ᭷ព࡞ᕪࡀࡳࡽࢀ࡞࠿ࡗࡓࠋ

4-2㸬ᵓᡂᴫᛕࡢಙ㢗ᛶ࡜ጇᙜᛶ
ࡲࡎࠊSNIࠊSIIࠊᅜ⏘㌴㑅ዲഴྥࡢ඲㡯┠ࢆ⥙⨶ࡋ᥈⣴ⓗᅉᏊศᯒࢆ⾜ࡗࡓࠋ୺ᅉᏊἲ࣭
ࣂ࣐ࣜࢵࢡࢫἲ࡟ࡼࡿᅉᏊศᯒ࡟࠿ࡅࡓ࡜ࡇࢁࠊண᝿㏻ࡾ 3 ࡘࡢᅉᏊࡀᢳฟࡉࢀࡓࠋ3 ᅉᏊࡢᅉᏊᐤ୚⋡ࡣ 55.45㸣࡛࠶ࡗࡓࠋ
ḟ࡟ࠊAMOS 16 ࢆ⏝࠸࡚᭱ᑬἲ࡟ࡼࡿ☜ㄆⓗᅉᏊศᯒࢆᐇ᪋ࡋࡓࠋࣔࢹࣝࡢ㐺ྜᗘࡣࠊǘ2 ࡜ df (degrees of freedom)ࠊǘ2/dfࠊCFI (Comparative Fit Index)ࠊRMSEA (Root Mean
Square Error of Approximation)᳨࡛ウࡋࡓࠋࡲࡎࠊǘ2㸦df㸧ࡣ 100.45㸦51㸧࡜ 0.1㸣Ỉ‽࡛᭷ព࡛࠶ࡗࡓࠋࡓࡔࡋࠊǘ2 ࡣᶆᮏᩘ࡟ᙳ㡪ࡉࢀࡸࡍ࠸≉ᛶࢆࡶࡘࡓࡵࠊከࡃࡢሙྜࠊ
᭷ព࡞ሙྜ࡛ࡶ௚ࡢᣦᶆࢆࡶࡗ࡚㐺ྜᗘࢆุ᩿ࡍࡿ㸦Hair et al., 2010 ཧ↷㸧ࠋࡑࡇ࡛ ǘ2/dfࡢ್ࢆࡳࡓ࡜ࡇࢁࠊ1.97 ࡛኱ኚⰋ࠸㐺ྜࢆ♧ࡋࡓࠋᅉࡳ࡟ࠊǘ2/df ࡟ࡼࡿ㐺ྜᗘุ᩿ᇶ‽ࡣࠊ2.0 ᮍ‶࡛኱ኚⰋࡃ㸦Hair et al., 2010; Hoelter, 1983㸧ࠊ2.0 ࠿ࡽ 5.0 ࡲ࡛࡞ࡽࡤチᐜ⠊ᅖ࡜ࡉࢀࡿ㸦Hair et al., 2010㸧ࠋࡲࡓࠊCFI ࡣ 0.95ࠊRMSEA ࡣ 0.070 ࡛ࠊⰋዲ࡞ᙜ࡚
ࡣࡲࡾࡢᇶ‽࡜ࡉࢀࡿ CFI㸼0.90 ࡞ࡽࡧ࡟ RMSEA㸺0.080㸦Hair et al., 2010㸧ࢆࡑࢀࡒࢀ඘ࡓࡋ࡚࠸ࡓࠋࡇࢀࡽࡢᣦᶆ࠿ࡽࣔࢹࣝ㐺ྜᗘࡣⰋዲ࡜ุ᩿ࡉࢀࡓࠋ
ᶆ‽໬᥎ᐃ್ࡣ 0.56㹼0.93 ࡢ⠊ᅖ࡛඲࡚ࡢ㡯┠ࡀ 0.1%Ỉ‽࡛᭷ព࡛࠶ࡾ㸦⾲ 2 ཧ↷㸧ࠊ཰᮰ጇᙜᛶࡢ࣑ࢽ࣐࣒ᇶ‽࡜ࡉࢀࡿ 0.5㸦Campbell & Fiske, 1959; Hair et al., 2010㸧ࢆඃ࡟㉸࠼࡚࠸ࡓࠋ
ᵓᡂᴫᛕࡢಙ㢗ᛶࡣࢡࣟࣥࣂࢵࢡࡢȘ᳨࡛ウࡋࡓࠋࡑࡢ⤖ᯝࠊSNI ࡀ 0.75ࠊSII ࡀ 0.74ࠊᅜ⏘㌴㑅ዲഴྥࡀ 0.91 ࡜ࠊ࡝ࢀࡶ㧗࠸ෆⓗᩚྜᛶࢆ♧ࡋࡓ㸦⾲ 3 ཧ↷㸧ࠋᵓᡂᴫᛕ㛫ࡢᘚูⓗጇᙜᛶࡣ 2 ࡘࡢ᪉ἲ᳨࡛ウࡋࡓࠋ➨ 1 ࡟ࠊᵓᡂᴫᛕ㛫ࡢ┦㛵ࢆ㸯࡟ᅛᐃࡋࡓไ⣙ࣔࢹࣝ࡜ไ⣙ࢆ⨨࠿࡞࠸ࣔࢹࣝ㛫࡛ ǘ2 ᕪࡢ᳨ᐃ㸦ǘ2 difference test㸧ࢆ⾜࠸ࠊᘚูᛶࢆ☜ㄆࡋࡓίAnderson & Gerbing, 1998; Bagozzi, 1981㸧ࠋࡲࡎࠊSNI ࡜ SII ࡢ㛫࡛ࡣࠊไ⣙ࣔࢹࣝ㸦ǘ2=74.15, df=20, p<.001㸧࡟ᑐࡋ࡚ࠊไ⣙ࢆゎ࠸ࡓ᫬࡟ࣔࢹࣝࡢ ǘ2 ್
㸦ǘ2=57.93, df=19, p<.001㸧ࡀ᭷ព࡟ᨵၿࡉࢀࡓ㸦Ʀǘ2 ƦGI p<.001㸧ࠋSNI ࡜ᅜ⏘㌴㑅ዲഴྥࡢ㛫࡛ࡶไ⣙ࣔࢹࣝ㸦ǘ2=61.92, df=20, p<.001㸧࡟ẚ࡭ࠊ㠀ไ⣙ࣔࢹࣝ㸦ǘ2=25.66, df=19, p=.140㸧ࡢ ǘ2 ್ࡀ᭷ព࡟Ⰻዲ࡛࠶ࡗࡓ㸦Ʀǘ2=36.36ƦGI  p<.001㸧ࠋࡉࡽ࡟ SII ࡜ᅜ⏘㌴㑅ዲഴྥࡢ㛫࡛ࡶࠊไ⣙ࣔࢹࣝ㸦ǘ2=79.18, df=20, p<.001㸧࡜㠀ไ⣙ࣔࢹࣝ㸦ǘ2=26.47, df=19, p=.118㸧࡜࡛ࡣࠊǘ2 ್࡟᭷ព࡞ᕪࡀࡳࡽࢀࡓ㸦Ʀǘ2=52.71ƦGI 

52
12

p<.001㸧ࠋ➨ 2 ࡟ࠊAnderson & Gerbing㸦1998㸧࡟ᚑࡗ࡚ᵓᡂᴫᛕ㛫ࡢ┦㛵ಀᩘࡢ 99㸣ಙ㢗༊㛫ࢆ᥎ᐃࡋࠊ᏶඲┦㛵ࢆ⾲ࡍs1.0 ࡀྵࡲࢀ࡚࠸ࡿ࠿ࢆ᳨ウࡋࡓࠋࡑࡢ⤖ᯝࠊ࡝ࡢಙ㢗༊㛫࡟ࡶs1.0 ࡣྵࡲࢀࡎኚᩘ㛫ࡢᘚูᛶࡀㄆࡵࡽࢀࡓࠋ௨ୖ࠿ࡽ 3 ࡘࡢᵓᡂᴫᛕ㛫࡛ᘚูⓗጇᙜᛶࡀ☜ㄆࡉࢀࡓࠋ
ᵓᡂᴫᛕࡢಙ㢗ᛶ࡜ጇᙜᛶࡀ☜ㄆࡉࢀࡓࡢ࡛ࠊḟ㡯࡟♧ࡍ㏻ࡾࠊᵓ㐀᪉⛬ᘧࣔࢹࣝࡢศ
ᯒ࡟㐍ࢇࡔࠋ

⾲ 2㸬☜ㄆⓗᅉᏊศᯒࡢ⤖ᯝ࡜グ㏙⤫ィ
ᶆ‽໬

ᖹᆒ

᥎ᐃ್

(ᶆ‽೫ᕪ)

ᵓᡂᴫᛕ࡜㉁ၥ㡯┠

SNI㸦Bearden et al.㸦1989㸧ࡼࡾ㸧

4.23 (1.19)

It is important that others like the products and brands I buy.

.78

4.18 (1.69).69

3.67 (1.49).64

3.83 (1.77).56

5.22 (1.14)

I achieve a sense of belonging by purchasing the same products
and brands that others purchase.
If I want to be like someone, I often try to buy the same brands
that they buy.
When buying products, I generally purchase those brands that I
think others will approve of.
SII㸦Bearden et al.㸦1989㸧ࡼࡾ㸧

5.49 (0.89)

I often consult other people to help choose the best alternative.74

5.48 (1.08).64

5.18 (1.39).62

5.74 (1.14).62

5.58 (1.13)

available from a product class.
I frequently gather information from friends or family about aproduct before I buy.
If I have little experience with a product, I often ask my friends
about the product.
To make sure I buy the right product or brand, I often observe
what others are buying and using.
4.51 (1.47)

ᅜ⏘㌴㑅ዲഴྥ㸦Yi & Jeon㸦2003㸧ࡼࡾ㸧
.93

I like Korean cars more than foreign cars.

53
13

4.47 (1.67)

I have a strong preference for Korean cars.

.87

4.25 (1.62).81

5.02 (1.82).78

4.28 (1.49)

I give prior consideration to Korean cars when I have a need fora product of this type.
I would recommend Korean cars to others.

⾲ 3㸬┦㛵ಀᩘ࡜ಙ㢗ᛶSNIᅜ⏘㌴㑅ዲഴྥ

SII

SNI

1.00

SII

0.430

1.00

ᅜ⏘㌴㑅ዲഴྥ

-0.0020.128

ࢡࣟࣥࣂࢵࢡࡢ ǂ

n

0.75

4

0.74

4

0.91

4

1.00

4-3㸬ᵓ㐀ࣔࢹࣝࡢศᯒ
ᅗ㸯࡟♧ࡍ 3 ࡘࡢᵓ㐀᪉⛬ᘧࣔࢹࣝ࠿ࡽ SNI ࡜ SII ࡀ㡑ᅜᾘ㈝⪅ࡢᅜ⏘㌴㑅ዲഴྥ࡟୚
࠼ࡿᙳ㡪ࢆศᯒࡋࡓࠋࣔࢹࣝ㸯࡛ࡣ SNI ࡜ SII ࡜ࡢ┦㛵㛵ಀࢆタᐃࡋ࡚࠸ࡿ༙㠃ࠊࣔࢹࣝ2 ࡜ 3 ࡛ࡣ SNI ࡜ SII ࡜ࡢᅉᯝ㛵ಀࢆタᐃࡋ࡚࠸ࡿࠋࣔࢹࣝ 2 ࡛ࡣ SNIЍSII ࡢࣃࢫࢆᥥࡁ SII ࡟ᑐࡍࡿ SNI ࡢᙳ㡪ࢆ᝿ᐃࡍࡿࡇ࡜࡛ࠊSNI ࡢᚑᒓኚᩘ࡬ࡢ┤᥋ᙳ㡪ࡔࡅ࡛࡞ࡃࠊ
SII ࢆ፹௓ኚᩘ࡜ࡋࡓ㛫᥋ⓗ࡞ᙳ㡪ࡶ᳨ウࡍࡿࠋ㏫࡟ࣔࢹࣝ 3 ࡛ࡣࠊSIIЍSNI ࡢࣃࢫࢆᥥ
࠸࡚ SNI ࡟ᑐࡍࡿ SII ࡢᙳ㡪ࢆ᳨ウࡍࡿ࡜࡜ࡶ࡟ࠊSNI ࢆ፹௓ኚᩘ࡜ࡋ࡚ᢅࡗ࡚࠸ࡿࠋ

ᅗ 1㸬3 ࡘࡢᵓ㐀ࣔࢹࣝ
䝰䝕䝹䠍

SNI

䝰䝕䝹䠎

SNI

SNI

ᅜ⏘㌴
㑅ዲഴྥ

SII

䝰䝕䝹䠏

ᅜ⏘㌴
㑅ዲഴྥ

SII

ᅜ⏘㌴
㑅ዲഴྥ

SII

๓㡯ࡢ࣓ࢪ࣮࣓ࣕࣥࢺ࣭ࣔࢹࣝ࡜ྠᵝ࡟ AMOS 16 ࢆ⏝࠸ࠊඹศᩓᵓ㐀ศᯒࢆ⾜ࡗࡓࠋ⾲ 4 ࡣࡑࡢ⤖ᯝࢆࡲ࡜ࡵࡓࡶࡢ࡛࠶ࡿࠋ

5414⾲ 4㸬ᵓ㐀ࣔࢹࣝࡢศᯒ⤖ᯝ
Model

⊂❧ኚᩘ

ࣔࢹࣝ㸯

SNI Ѝ
Ѝ

SII
㐺ྜᗘ
ࣔࢹࣝ 2

ࣔࢹࣝ 3

㐺ྜᗘ

ᶆ‽໬ಀᩘ

ᶆ‽ㄗᕪ

᳨ᐃ⤫ィ㔞

ᅜ⏘㌴㑅ዲഴྥ

-0.0980.088-0.978ᅜ⏘㌴㑅ዲഴྥ

0.205

0.172

1.978*

ǘ2(51)=100.45, p<.001ǘ2/df=1.970, CFI=0.95, RMSEA=0.070
SNI Ѝ

SII

0.471

0.055

4.548***SNI Ѝᅜ⏘㌴㑅ዲഴྥ

-0.0980.088-0.978Ѝᅜ⏘㌴㑅ዲഴྥ

0.205

0.172

1.978*

SII
㐺ྜᗘ

ᚑᒓኚᩘ

ǘ2(51)=100.45, pǘ2/df=1.970, CFI=0.95, RMSEA=0.070
SNI Ѝᅜ⏘㌴㑅ዲഴྥ

-0.0980.088-0.978

SII

Ѝ

SNI

0.471

0.193

4.597***

SIIЍᅜ⏘㌴㑅ዲഴྥ

0.205

0.172

1.978*

ǘ2(51)=100.45, pǘ2/df=1.970, CFI=0.95, RMSEA=0.070

ὀ: ***p<.001, **p<.01, *p<.05

ࡲࡎࠊ3 ࡘࡢᵓ㐀ࣔࢹࣝ㛫࡛㐺ྜᗘ࡟ᕪ␗ࡣ࡞ࡃࠊ࡝ࢀࡶⰋዲ࡞್ࢆ♧ࡋࡓࠋ
SII ࡜ SNI ࡀᅜ⏘㌴㑅ዲഴྥ࡟୚࠼ࡿᙳ㡪ࢆࡳࡿ࡜ࠊ3 ࡘࡢࣔࢹࣝࢆ㏻ࡋ࡚ SII ࡔࡅࡀ᭷ព࡞ᙳ㡪ࢆ୚࠼ࡿࡇ࡜ࡀุ᫂ࡋࡓ㸦 b = 0.21, t = 1.98, p <.05㸧ࠋࡍ࡞ࢃࡕࠊSII ࡀᅜ⏘㌴
㑅ዲഴྥࢆ┤᥋つᐃࡍࡿࡢ࡟ᑐࡋ࡚ࠊSNI ࡣ SII ࢆ⤒⏤ࡋ࡚㛫᥋ⓗ࡞ᙳ㡪ࢆ୚࠼ࡿࡔࡅ࡛
࠶ࡗࡓࠋࡑࡇ࡛ࠊSII ࡢ᭷ពᛶࢆ௬ᐃࡋࡓ H1 ࡣᨭᣢࡉࢀࡓࡀࠊSNI ࡢ᭷ពᛶࢆ௬ᐃࡋࡓ
H2 ࡣᲠ༷ࡉࢀࡓࠋࡉࡽ࡟ࠊSNI ࡀ᭷ព࡞ᙳ㡪ࢆ୚࠼࡞࠿ࡗࡓࡇ࡜࠿ࡽࠊSII ࡀ SNI ࡼࡾᅜ⏘㌴㑅ዲഴྥ࡟ᙉ࠸ᙳ㡪ࢆ୚࠼ࡿࡇ࡜ࡀุ᫂ࡋࠊH3 ࡀᨭᣢࡉࢀࡓࠋ
୍᪉ࠊSNI ࡜ SII 㛫࡛ᅉᯝ㛵ಀࢆ᝿ᐃࡋࡓࣔࢹࣝ 2 ࡜ࣔࢹࣝ 3 ࡛ࡣࠊSNI ࡜ SII ࡀ஫࠸࡟ 0.1㸣Ỉ‽࡛ṇࡢᙳ㡪ࢆ୚࠼ྜ࠺ࡇ࡜ࡀࢃ࠿ࡗࡓ㸦SNIЍSII㸸b = 0.47, t = 4.55, p <.001;
SIIЍSNI㸸b = 0.47, t = 4.60, p <.001㸧ࠋࡋࡓࡀࡗ࡚ࠊH4 ࡜ H5 ࡀ࡜ࡶ࡟ᨭᣢࡉࢀࡿ⤖ᯝ࡜࡞ࡗࡓࠋ௬ㄝ᳨ドࡢ⤖ᯝࢆࡲ࡜ࡵࡿ࡜ࠊH1ࠊH3ࠊH4ࠊH5 ࡣᨭᣢࡉࢀࡓࡶࡢࡢࠊH2 ࡣண᝿࡟཯
ࡋ࡚Რ༷ࡉࢀࡿࡇ࡜࡟࡞ࡗࡓࠋ

5515

5㸬࠾ࢃࡾ࡟

ᮏ✏࡛ࡣࠊ㡑ᅜᾘ㈝⪅ࢆᑐ㇟࡟ᑐேⓗᙳ㡪ࡀᅜ⏘㌴㑅ዲഴྥ࡟ཬࡰࡍᙳ㡪ࢆ᳨ウࡋࡓࠋ
5 ࡘࡢ௬ㄝࢆ❧࡚ 3 ࡘࡢᵓ㐀᪉⛬ᘧࣔࢹ࡛ࣝᐇドศᯒࢆ⾜ࡗࡓ⤖ᯝࠊ࠸ࡃࡘ࠿᭷ព⩏࡞Ⓨぢࡀᚓࡽࢀࡓࠋලయⓗ࡟ࡣࠊ㡑ᅜᾘ㈝⪅ࡢᅜ⏘㌴㑅ዲഴྥ࡟ࡣ SII ࡀ᭷ព࡟ᙳ㡪ࡋ࡚࠸ࡓࠋ
཯㠃ࠊSNI ࡣᅜ⏘㌴㑅ዲഴྥࢆ┤᥋つᐃࡏࡎࠊSII ࢆ㏻ࡋࡓ㛫᥋ⓗ࡞ᙳ㡪ࡋ࠿Ⓨ᥹ࡋ࡞࠿ࡗࡓࠋࡘࡲࡾࠊᾘ㈝⪅ࡣ࿘ᅖ࠿ࡽࡢᮇᚅࡸࣉࣞࢵࢩ࣮ࣕ࡟ࡼࡗ࡚ᅜ⏘㌴ࢆ㑅ዲࡍࡿࢃࡅ࡛
ࡣ࡞ࡃࠊⰋ࠸ពᛮỴᐃࢆୗࡍࡓࡵ࡟࿘ࡾ࠿ࡽ᝟ሗࡸ▱㆑ࢆཷᐜࡍࡿࡇ࡜ࡀࢃ࠿ࡗࡓࠋྠ᫬࡟ SII ࡀ SNI ࡢᅜ⏘㌴㑅ዲഴྥ࡬ࡢᙳ㡪࡟࠾࠸࡚፹௓ኚᩘࡢᙺ๭ࢆᯝࡓࡍࡇ࡜ࡶ᫂ࡽ࠿࡟
࡞ࡗࡓࠋ୍᪉ࠊSNI ࡜ SII ࡢ㛵ಀ࡟ࡘ࠸࡚ࡣࠊ୧ኚᩘࡀᘚูⓗጇᙜᛶࢆಖᣢࡋ࡞ࡀࡽࠊ஫
࠸࡟᭷ព࡞ᅉᯝ㛵ಀࢆࡶࡘࡇ࡜ࡀࢃ࠿ࡗࡓࠋ
ᮏ⠇࡛ࡣࡇࢀࡽࡢⓎぢࢆྫྷ࿡ࡋࠊ⌮ㄽⓗ࣭ᐇົⓗ࡞࢖ࣥࣉࣜࢣ࣮ࢩࣙࣥࢆᥦ♧ࡍࡿࠋࡑࡢᚋࠊᮏ✏ࡀᢪ࠼ࡿ㝈⏺࡜௒ᚋࡢㄢ㢟࡟ࡘ࠸࡚㏙࡭ࡿࠋ

5-1㸬⌮ㄽⓗ࢖ࣥࣉࣜࢣ࣮ࢩࣙࣥ
➨ 1 ࡟ࠊᾘ㈝⪅ࡀእᅜ〇ရࢆᚷ㑊ࡋ⮬ᅜ〇ရࢆᨭᣢࡍࡿഴྥ࡟ࡘ࠸࡚ࡣࠊࡇࢀࡲ࡛ࢥࣥ
ࢩ࣮࣐࣮࣭࢚ࣗࢫࣀࢭࣥࢺࣜࢬ࣒㸦e.g., Jiménez & Martín, 2010; Netemeyer et al., 1991;
Shankarmahesh, 2006; Sharma et al., 1995; Shimp & Sharma, 1987; ᮤ, 2012㸧ࠊ࢚ࢥࣀ࣑ࢵࢡ࣭ࢼࢩࣙࢼࣜࢬ࣒㸦e.g., Akhter, 2007; Akhter et al., 2003; Baughn & Yaprak,
1996㸧ࠊࢥࣥࢩ࣮࣐࣮࣭ࣗࣃࢺࣜ࢜ࢸ࢕ࢬ࣒㸦e.g., Balabanis et al., 2001; Han, 1988㸧ࡢࡼ࠺࡞ᴫᛕࢆ⏝࠸࡚ㄝ᫂ࡉࢀ࡚ࡁࡓࠋࡑࢀ࡟ᑐࡋ࡚ࠊᮏ◊✲࡛ࡣ௚⪅࠿ࡽཷࡅࡿᑐேⓗ࡞ᙳ㡪ࡀࡑࡢḟඖ࡟ࡼࡗ࡚␗࡞ࡿᙧ࡛ᾘ㈝⪅ࡢ⮬ᅜ〇ရ㑅ዲഴྥ࡟ᙳ㡪ࡍࡿࡇ࡜ࢆᐇドࡋ࡚࠸ࡿࠋࡉࡲࡊࡲ࡞ᅜࡢ〇ရ࡜ࣈࣛࣥࢻࡀᅜቃࢆ㉺࠼࡚⛣ືࡍࡿ௒᪥ࠊࡇࡢⓎぢࡣ⮬ᅜ〇ရ࡟ᑐࡍࡿᾘ㈝⪅཯ᛂࢆࡼࡾ⢭⦓࡟ㄝ࣭᫂⌮ゎࡍࡿࡓࡵࡢࠊࡶ࠺ 1 ࡘࡢᡭࡀ࠿ࡾࢆᥦ౪ࡋ࡚
࠸ࡿࠋ➨ 2 ࡟ࠊୖグࡢ 1 ࡘ┠࡜㛵㐃ࡋ࡚ࠊᮏ◊✲ࡣᑐேⓗ࡞ᙳ㡪ࡢ 2 ࡘࡢḟඖࡀᾘ㈝⪅ࡢᅜ⏘ရ㑅ዲഴྥ࡟␗࡞ࡿຠᯝࢆࡶࡓࡽࡍࡇ࡜ࢆ᫂ࡽ࠿࡟ࡋࡓࠋ࡜ࡾࢃࡅࠊ᝟ሗⓗ࡞ḟඖ㸦SII㸧
ࡢຠᯝࡀᾘ㈝⪅㑅ዲ࡟᭷ព࡟ാࡃࡇ࡜ࢆ❧ドࡋࡓࠋࡑࢀ࡟ᑐࡋ࡚ࠊつ⠊ⓗ࡞ḟඖ㸦SNI㸧
ࡣ᭷ពᛶࢆⓎ᥹ࡏࡎࠊSII ࡢᙳ㡪ຊࡀࡼࡾᙉ࠸ࡇ࡜ࡀุ᫂ࡋࡓࠋࡇࡢⓎぢࡣ⮬ᅜ〇ရ㑅ዲ࡟ാࡃ௚⪅ࡢᙳ㡪ࡀࠊ㸦࡜ࡾࢃࡅ㡑ᅜࡢሙྜ㸧࿘ᅖ࠿ࡽឤࡌྲྀࡿ♫఍ⓗࣉࣞࢵࢩ࣮ࣕࡸつ⠊56
16࠿ࡽ㉳ࡇࡿࡢ࡛ࡣ࡞ࡃࠊ௚⪅ࢆཧ↷ࡋ࡚▱㆑ࡸ⬟ຊࢆ㧗ࡵࠊⰋ࠸ពᛮỴᐃࡸ≧ἣᑐᛂ࡟ά
࠿ࡏࡼ࠺࡜ࡍࡿᛮ࠸࠿ࡽ㉳ࡇࡿࡇ࡜ࢆ♧၀ࡋ࡚࠸ࡿࠋࡇࡢⅬࡣᅜ㝿〇ရᒎ㛤࡟࠾ࡅࡿ♧၀࡜ࡋ࡚ࠊ᭷ຠ࡞ᑐேⓗᙳ㡪ࡢḟඖ࡟㛵ࡍࡿ▱ぢࢆ୚࠼ࡿࡶࡢ࡛࠶ࡿࠋ
➨ 3 ࡟ࠊ௚⪅࡟ࡼࡿ」ᩘḟඖࡢᙳ㡪ࠊࡍ࡞ࢃࡕ SII ࡜ SNI ࡢ㛫࡟ṇࡢᅉᯝ㛵ಀࡀᏑᅾࡍ
ࡿࡇ࡜ࡀࢃ࠿ࡗࡓࠋ᪤Ꮡ◊✲ࡀ୧ḟඖࡢ┦㛵㛵ಀࢆ♧ࡋ࡞ࡀࡽࡶ㸦Bearden et al., 1989;
Shcroeder, 1996㸧ᅉᯝ㛵ಀ࡟ࡘ࠸࡚ࡣศᯒⓗ࡞㆟ㄽ࡟Ḟࡅ࡚࠸ࡓࡇ࡜ࢆ㚷ࡳࢀࡤࠊᮏ◊✲ࡣ཮᪉ྥࡢṇࡢᅉᯝ㛵ಀࢆ❧ドࡋ࡚࠸ࡿⅬ࡛᪂ࡓ࡞▱ぢࢆຍ࠼࡚࠸ࡿࠋࡇࡢⓎぢ࡟ᇶ࡙࠸࡚ゝ࠼ࡤࠊᾘ㈝⪅ࡣ᝟ሗⓗࡶࡋࡃࡣつ⠊ⓗ࡞ືᅉ࠿ࡽ௚⪅ࡢᙳ㡪ࢆཷࡅධࢀࡿࡀࠊ㑅ዲᗘࡢᙧᡂ࡟ࡣࠊSII ࡀ┤᥋ⓗ࡟ࡶ㸦SNI ࢆ⤒⏤ࡋ࡚㸧㛫᥋ⓗ࡟ࡶస⏝ࡍࡿࡢ࡟ᑐࡋ࡚ࠊSNI
ࡣ SII ࢆ፹௓࡜ࡋࡓ㝈ᐃⓗ࡞ᙳ㡪ࡋ࠿୚࠼࡞࠸ࡇ࡜ࡀࢃ࠿ࡿࠋ

5-2㸬ᐇົⓗ࢖ࣥࣉࣜࢣ࣮ࢩࣙࣥ
ᮏ◊✲ࡣ᭷ຠ࡟ാࡃᑐேⓗᙳ㡪ࡢḟඖࢆ≉ᐃࡋ࡚࠸ࡿⅬ࡛ࠊ࣐࣮ࢣࢱ࣮࡟ᐇົⓗ࡞♧၀ࢆᥦ౪ࡍࡿࠋ࡜ࡾࢃࡅࠊᅜ⏘㌴㑅ዲഴྥ࡟࠾ࡅࡿ௚⪅ࡢᙳ㡪ࡀ᝟ሗⓗ࡞せ⣲ࢆⰍ⃰ࡃᖏࡧࡿ࡜࠸࠺஦ᐇࡣࠊ㡑ᅜᕷሙ࡛㍺ධ㌴ࢆᒎ㛤ࡍࡿ௻ᴗ࡟࡜ࡗ࡚ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥᡓ␎ࡢ᭷
⏝࡞➃⥴࡟࡞ࡾᚓࡿࠋ㡑ᅜᾘ㈝⪅ࡀෆ㞟ᅋ㸦in-group㸧ࡢつ⠊ⓗ࡞せᅉ㸦౛࠼ࡤࠊ㡑ᅜேࡣᅜ⏘㌴ࢆ㈙࠺࡭ࡁࡔ࡜࠸ࡗࡓ♫఍ⓗ࡞ᮇᚅࡸᅽຊ㸧࡛ࡣ࡞ࡃࠊྜ⌮ⓗ࡞ุ᩿࡜ຠ⋡ⓗ࡞≧ἣᑐᛂ㸦౛࠼ࡤࠊ㈼࠸㈙࠸≀ࢆࡋ࡚ࡼࡾ⮬ศ࡟ྜࡗࡓ㌴ࢆಖ᭷ࡋࡓ࠸㸧ࡢࡓࡵ௚⪅ࡢᙳ㡪ࢆཷࡅධࢀࡿ࡜ࡍࢀࡤࠊࡑࢀࡣ௚⪅ࡢ⾜ືࡸ▱㆑ࢆุ᩿ᮦᩱࡢ୍㒊࡜ࡋ࡚౑࠺ࢃࡅ࡛࠶
ࡗ࡚ࠊࡑࢀࡽࢆఱࡽ࠿ࡢࣉࣞࢵࢩ࣮ࣕ࡜ࡋ࡚▱ぬࡋ㏣ᚑࡍࡿࢃࡅ࡛ࡣ࡞࠸ࠋ௬࡟ᚋ⪅࡛࠶ࢀࡤࠊ〇ရࡢᛶ⬟ࡸရ㉁ࡸࢧ࣮ࣅࢫࡀᐈほⓗ࡟㧗࠸ሙྜ࡛ࡶࠊࡑࢀࡽࡼࡾ㞟ᅋⓗ᝟⥴ࡢࡼ࠺࡞つ⠊ⓗ࡞せᅉࡀಶேࡢពᛮỴᐃࢆᙉࡃつᐃࡍࡿ࡛࠶ࢁ࠺ࠋࡋ࠿ࡋࠊᮏ◊✲ࡣࡑ࠺࡛ࡣ
࡞࠸ࡇ࡜ࢆᐇドࡋ࡚࠸ࡿࠋࡇࡢࡇ࡜ࡣ㍺ධ㌴ࡀᐇ㝿࡟㧗࠸౯್ࢆ⏕ࡳฟࡋࠊࡑࢀࡀṇࡋ࠸᝟ሗࡸ▱㆑࡜ࡋ࡚࣓ࢹ࢕࢔ࡸཱྀࢥ࣑࡞࡝࡛ே࠿ࡽே࡬ఏࢃࢀࡤࠊ୍⯡ᾘ㈝⪅ࡀ㍺ධ㌴ࢆ๓
ྥࡁ࡟᳨ウࡍࡿྍ⬟ᛶࡀ㧗࠸ࡇ࡜ࢆ♧၀ࡍࡿࠋࡋࡓࡀࡗ࡚ࠊ㍺ධ㌴ࢆᒎ㛤ࡍࡿ࣐࣮ࢣࢱ࣮
ࡣࠊᑓ㛛ᐙࡸ࢜ࣆࢽ࣭࣮࢜ࣥࣜࢲ࣮ࢆ⤒⏤ࡋ࡚ពᛮỴᐃࡢุ᩿ᮦᩱ࡟࡞ࡾᚓࡿ᭷┈࡞▱㆑ࡸ᝟ሗࢆᗈࡵࡿࡇ࡜࡛ࠊࡼࡾ㧗࠸ࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥຠᯝࡀᮇᚅ࡛ࡁࡿ࡜⪃࠼ࡽࢀࡿࠋ
㡑ᅜ࡟㍺ฟࡉࢀࡿ᪥ᮏ㌴࡟ࡘ࠸࡚ࡣࠊḟࡢࡇ࡜ࡶゝ࠼ࡼ࠺ࠋᮤ㸦2011㸧ࡣࠊ㡑ᅜᾘ㈝⪅ࢆᑐ㇟࡟࢔ࢽࣔࢩࢸ࢕ࠊ࣐ࢸࣜ࢔ࣜࢬ࣒ࠊࢠࣝࢺࡢ㛵ಀࢆศᯒࡋࠊ࣐ࢸࣜ࢔ࣜࢬ࣒ᚿྥࡀ
ᙉ࠸࡯࡝᪥ᮏ〇ရ࡟ᑐࡍࡿホ౯ࡀ㧗ࡲࡿഴྥࢆⓎぢࡋࡓࠋࡲࡓࠊࡑࡢഴྥࡣ࢔ࢽࣔࢩࢸ࢕

57
17

ࡸࢠࣝࢺࡢࡼ࠺࡞ឤ᝟࡜ࡣ⊂❧ⓗ࡟స⏝ࡋ࡚࠸ࡓࠋࡑࡢ▱ぢ࡟↷ࡽࡏࡤࠊ᪥ᮏ㌴ࡀᐈほⓗ࡟㧗࠸౽┈ࢆ᭷ࡍࡿ࡜ࡍࢀࡤࠊᙳ㡪ຊࡢ࠶ࡿ௚⪅ࢆ⤒⏤ࡋࡓ᝟ሗ࣭▱㆑࣭⤒㦂ࡢࢥ࣑ࣗࢽ
ࢣ࣮ࢩࣙࣥࡣࠊ≀㉁ⓗ࡞ᡂຌࡸᖾࡏࢆ㏣ồࡍࡿ࣐ࢸࣜ࢔ࣜࢬ࣒ᛶྥࡢᾘ㈝⪅࡟ࡼࡾຠᯝࢆ
Ⓨ᥹ࡍࡿ࡜ண᝿ࡉࢀࡿࠋ

5-3㸬㝈⏺࡜ᒎᮃ➨ 1 ࡟ࠊ᝟ሗⓗᙳ㡪࡜つ⠊ⓗᙳ㡪࡟㛵ࡍࡿᮏ✏ࡢ▱ぢࡣ㡑ᅜᾘ㈝⪅ࡢᅜ⏘㌴㑅ዲഴྥࢆࢥࣥࢸࢡࢫࢺ࡟ぢฟࡉࢀࡓࡶࡢ࡛࠶ࡾࠊᚲࡎࡋࡶ௚ᅜ࡛ࡶྠᵝࡢ཯ᛂࡀࡳࡽࢀࡿ࡜ࡣ㝈ࡽ࡞࠸ࠋࡑࢀᨾࠊ▱ぢࡢ୍⯡໬ࡢࡓࡵ࡟ࡣㄪᰝᑐ㇟ࡢ㐺ษᛶࢆ᳨ウࡋࡘࡘࠊከᵝ࡞ࣜࢧ࣮ࢳ࣭
ࢥࣥࢸࢡࢫࢺࢆ௨࡚㏣✲ࡋ࡚࠸ࡃᚲせࡀ࠶ࡿࠋ➨ 2 ࡟ࠊᮏ✏࡛ྲྀࡾୖࡆࡓ⮬ື㌴ࡣࠊ㢧♧ᛶ࣭㛵୚ᗘ࣭▱ぬࣜࢫࢡࡢ㧗࠸〇ရ࢝ࢸࢦࣜ
࣮࡛࠶ࡿࠋ␗࡞ࡿ≉ᛶࢆࡶࡘ〇ရ࢝ࢸࢦ࣮࡛ࣜ࠶ࢀࡤࠊ᝟ሗⓗᙳ㡪࡜つ⠊ⓗᙳ㡪ࡢാࡁ࡟ఱࡽ࠿ࡢኚ໬ࡀࡳࡽࢀࡿྍ⬟ᛶࡀ࠶ࡿࠋࡋࡓࡀࡗ࡚ࠊᚋ⥆◊✲࡛ࡣ␗㉁ࡢ〇ရ࢝ࢸࢦ࣮ࣜ
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Centre for Asian Business㸧ࡢ◊✲ຓᡂ࡟ࡼࡿᡂᯝࡢ୍㒊࡛࠶ࡿࠋ࡞࠾ࠊᮏ✏ࡢᢞ✏࡟࠶
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