際際滷

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悋忰惴悋惠惆 悋愕悋愕惡惘 惡悽惘惆惶惆惡惘惓惘惺悋 愕惘惡惘惺
(MOT)
悽悋惘 忰愕惆擧惠惘
拆惘悋愆 愕悋 愕惆
Powerpoint mot  dr gharahkhani Analyzing the effective factors on insurance buying intention based on moments of Truth (MOT)
愕惠 悋惺 忰惴悋惠 惆
悋惠惆  悋惠悋 慍悋 惘悋惡愀 惆惘 悋惺 忰惴
悋惘悋悧 惡悋惆 愕悋慍悋悋 擧 惘悋 悛 愆惠惘悋 擧
擧惆 惠悴惘惡 惘悋 惆惆.
3
4
惡悋惠悴惡悋惠惘悽悽惘惆愆惘擧惠Procter & Gamble惆
忰惴悋惠悋惺惘悋惡惘悋惠惶擧擯悋惆惘惘悽悽惘惆惠愕愀
愆惠惘拆愆悋惆惆悋惆惆.悋惆悛悋悋惡惆擧擯
愆惠惘忰惶惘悋擧愆擧惆慍惡悋擧擧
擧惆惠悋惠惶惡擯惘惆擧悛悋忰惶悋愕惡惡惘悋悋悋愕惠悋
悽惘.
擧忰惴悋惺惆惘惘惘忰悋愕惠擧惆惘悛愆惠惘悋慍惘
惴惘惡悋愕悋慍悋悋惘惠惡悋愀惡惘惘悋惘擧惆悋慍擧惠悽惆悋惠
悽惆惡悋慍悽惘惆擯惘惆.悋愆悋愕惘悋惡悋愕悋慍悋
惆惆擧悛悋惠悋惆愆惠惘惘悋惡惆愕惠悛惘惆悋愕惠悋悋慍惆愕惠
惆悋惆悋愕惠
5
6
7
8
9
悋惠惺悋惡忰惶悽惆悋惠悋愕惠悋愀悋惺悋惠惶忰忰擧惠惆惘
惠惺悋擧悛悋惶惘擧惆悋惆悋惡悽惘惆擧惆悋悽惘.
愆惠惘悋悋愀悋惺悋惠悋慍惘悋惆惘惡悋惘悋悋惺悽惆悋惠惡悋惆惘悋惠
擧惆惡惘惆悋愆惠悋悋惆惡惘悋悽惘惆悽悋惆惡惆惡悋惡惘悋愆惘擧惠
悋惡惡悋惆愕惺擧惆惠悋悽惘惆悋惘悋惘悋惡愆惠惘惠惡惆擧惆.
First Moment of Truth (FMOT)
惆忰惴惆惘慍愕悋慍悋忰悋惠悋悋惠惆慍悋擧悋
悋慍悋惡悋愕惠悋惆擧惆悋擧悛悋悽愆忰悋愆惆悋悽惘.
愆惘擧惠悋惡悋悋愆惘悋惆悋惘惆擧悋悋愕惠悋惆悋惘惆悋惘悋惆惘愕愀忰
惡悋悋忰惴擧惆.
Second Moment of Truth (SMOT)
忰惴愕悋惺惘悋惠悋惡惺悋悋惠悋惆愆惠惘悋悋拆悋愕悽
愕惡惠惡擧惺悋慍惡悽惆悋惠惺惘惆愆惠惘惡惺悋
惠惡愃擧惆愆惘擧惠惡惡悋悋愕惠悋惆悋慍惠惡悋惆擧悋悋悋惠愆悋惘
愆惡擧悋悛悋愆悋悽惠愆惆.惆惘悋惘忰愆惠惘惡擧惠惡愃
惠悖惆擧惆惺悋惠惡惆愆惆悋愕惠.
Third Moment of Truth (TMOT)
惺悋惠擧惡悋惺惓悋悋惠惡悋悋悽惘惆悋惘悋愆惆忰惴惶惘悋惺
悋惆悋惘惆.悋惘慍愆惘擧惠悋惡惡悋悋惆悋悴惆惆惘惡惘愆惆
悋惆擧惠悋惆忰惴悋悴惆惆惡忰惘擧愆惘擧惠惡惆惘惡悋惘惘擧
悋慍忰惶悋惠惡悋惡悋愆惆.惡悋惴惘惠悋愆惆惶惘擧惆擯悋
愆惘惺惡惆惘悋惠悋愀悋惺悋惠惡愆惠惘惆惘惡悋惘忰惶悋惠惆惘惴惘擯惠愆惆
悋惆.悛悋愆惘惺惡惆惘悋惠惠悴惘惡悋惠惆惘惡悋惘忰惶悋惠悽惠惡
Zero Moment of Truth (ZMOT)
10
悛悋 悽惘惆 惶惆 惡惘 惓惘 惺悋
悋惆惘
惺悋惡惆
惡惘惘愕惺悋
惓惘惡惘惶惆
悽惘惆悴惆惆
愆惠惘悋愆惘擧惠
惡拆悋愕悋惘擯悋惆
(愆惺惡愆惘
惠惘悋)悋慍
惆惆擯悋惡
擯悵悋惘悋
惘悴惡惘
 惆悋愃悋
拆惘 悋愕悋惺
惡惘惘愕惠悋惓惘
擧惠悽惆悋惠
惘惠悋惘悋悽悋
惘愆惡惘惶惆
悽惘惆愆惠惘悋
愆惘擧惠惡
悋惘悋悋愕惠悋
慍悴悋
1398
1397
1397
1394
悋 惠忰
 悋忰 慍悋惆
悋愕悋 擧
惠惺惠悋惓惘
悋惺惠惡悋惘惡惘惆惡惘
惶惆悽惘惆
愆惠惘悋惡
擧悋惘悛惘
(愀悋惺惘惆:
愆惺惡愆惘惠惡惘慍)
惡悋惘惆
惡惘惘愕惺悋
惓惘惡惘惠惘悴忰
惡惘惆惶惆悽惘惆
愆惠惘(愀悋惺
惘惆愆惘擧惠悋
惡悋惘悋
愆惘愕惠悋悽惘
悛惡悋惆)
拆愆 愀悋惺悋惠(惆悋悽
)
11
Bons坦n Ponte et al
惠悖惓惘悋惺惠悋惆
悋惘慍愆悋惆惘悋擧愆惆惡惘
惶惆悽惘惆悛悋
惡愕悋惘惠:
擧拆悋惘愕悋慍
惠悖惓惘悋惠惠惷惡惘
愕悋惡悋惺惠悋惆
Lim et al
惺悋 惡惘惘愕
惘惠悋惘 惡惘 惓惘
 悛悋 悽惘惆
惶惆 悋悴 愆
悽惘惆
2019
2017
2016
2015
Lee et al
惡 惠悖惓惘
悋 擯
愆悋惘擧惠 忰惶
 惆悋 惡 惆悋
惆惘 悽惘惆 惶惆
悛悋 悽惘惆
Zarei et al
惠悖惓惘擧惠
悽惆悋惠悋惠惘惠
惡惘惘惠悋惘
悽惘惆悋惘悋:愆
惘惷悋惠擯惘愆
惶惆悽惘惆
悛悋 悽惘惆 惶惆 惡惘 惓惘 惺悋
拆愆 愀悋惺悋惠(悽悋惘悴
)
12
L旦fgren et al
惘惷悋惠愆惠惘惆惘
忰惴悋惠悋
惆悋惺
Aichner
忰惴惶惘
悋惺惆惘
愕悋惘愆愕悋慍
悋惡
2018
2015
2012
2008
Ertemel & Basci
惠悖惓惘忰惴惶惘
悋惺惡惘惠惶
惡悽惘惆惶惘
擧惆擯悋惆惘
惠惘擧
Pitman et
al
惘惠悋惘悽惘惆悋惘悋
慍悛惘悋
悴惡忰惴
惶惘悋惺
惆 悋 擯悋 惡惘悋愕悋愕 拆愆 愀悋惺悋惠
悋惺 忰惴悋惠
13
惆

擧惠
悋惘惠惡悋愀
悋惡惠
悋愀悋
惶惘 惠悴惘惡
擧惆
拆悋愕悽擯
愕惆惆
愆惆 悋惆惘悋擧
愕惠
愆惆 悋惆惘悋擧
愆惘擧惠 愆惘惠
惶惆悽惘惆
悛悋
惡
Zero
Moment of
Truth
First Moment
of Truth
And
Second
Moment of
Truth
Third
Moment of
Truth
惶惘 惆悋愆
擧惆
悋 擧悋悋
惠慍惺
悋惆惘悋擧 惘愕擧
愆惆
H1
H2
H3
H4
H5
H6
H7
H8
H9
H1
0
14
1
2
3
悋慍惘愆擧悋慍拆惘愕愆悋
悋愕惠悋惆愆惆
悴悋惺悛悋惘悋拆愆惘悋悋愕悋惠惆
惆悋愆悴悋惆悋愆擯悋悛慍悋惆悋愕悋悋忰惆
惠惘悋惘擧慍惠愆擧惆惆.150
拆惘愕愆悋惡惘悋悋愀悋惺惘惆
悋愕惠悋惆惘悋惘擯惘惠
惡惘悋惠悴慍惠忰惆悋惆悋悋慍惠擧擧
惆愕悋慍惺悋惆悋惠愕悋悽惠悋惘(PLS-SEM)
悋愕惠悋惆愆惆悋愕惠擧惡惺悋擧惘愆
悋愕惡惆惘惘愆惆愕悋慍悛悋惘惡悋愆惆.
15
慍,34.7
惘惆,65.3
0
10
20
30
40
50
60
26-30愕悋 31-35愕悋 36-40愕悋 40惡悋悋 惡 愕悋
12.7
18
54
15.3
0
10
20
30
40
50
惠愕愀 慍悋惆 慍悋惆 悽
10
43.3 46.7
16
惠悋悴
悋愀悋惺悋惠
悴惺惠
愆悋悽惠
0
2
4
6
8
10
12
14
16
18
愕惘惺  悛愕悋
悋愕惠
惆 惡惘惘愕
惆惘愕惠 悋惠悽悋惡
惡惆 惠惘 悋惘慍悋 擧 悋慍悋愆惠
惡 悽惘惆 惆惘
擧悋愃悵 忰悵
惡悋慍
惠惆惆 悋惆悛惘
惡
悛 拆愆惠惡悋悋
15.3
11.3
16.7
12
18
12
14.7
0
5
10
15
20
25
30
35
40
愕慍 悛惠愆 惡 忰悋惆惓 惡 惆惘悋 惡 惓悋 愆悽惶 惡惓 惺惘 惡 愕悋惘惠 惡
10
15.3
5.3
12
21.3
36
17
惠悋悴
悋愀悋惺悋惠
悴惺惠
愆悋悽惠
悋 惆悋惆 惠忰  惠悴慍
惠悋悴 
18
惺悋惆悋惠 惆
愕悋悽惠悋惘
惆惘 拆愆
惠悽 忰悋惠
悋愕惠悋惆悋惘惆
19
惆惺悋惆悋惠
愕悋悽惠悋惘
惆惘 拆愆
悋惺惆悋惆 忰悋惠
惺悋惆悋惘
20
悋 愕悋慍
悛悋擧惘惡悋悽
0.7<
拆悋悋
惠惘擧惡
0.7<
AVE
0.5<
悋惆惘悋擧 愕惆惆
愆惆
0.7240.8230.612
愆惆 悋惆惘悋擧 愕惠0.8790.9240.803
愆惘擧惠 愆惘惠0.9170.9460.853
悋愀悋 悋惡惠0.8890.9320.820
悋惘惠惡悋愀 擧惠0.8070.8610.676
擧惆 惶惘 惠悴惘惡0.7330.8080.589
拆悋愕悽擯0.8900.9320.822
擧惆 惶惘 惆悋愆0.8750.8600.678
惠慍惺 悋 擧悋悋0.8270.8960.742
愆惆 悋惆惘悋擧 惘愕擧0.8830.9110.720
悽惘惆 惶惆0.8530.9110.772
惠悴惘惡

惶惘
擧惆

惆悋愆
惶惘
擧惆

惘愕擧
悋惆惘悋
擧
愆惆
愕
惠
悋惆惘悋
擧
愆惆
愕惆
惆
悋惆惘悋擧
愆惆
愆惘惠
愆惘擧惠
悋惡
惠
悋愀
悋
惶惆
悽惘惆
惡
拆悋愕悽擯

擧悋悋
悋
惠慍惺
擧惠
悋惘惠惡悋
愀
惶惘 惠悴惘惡
擧惆
惶惘 惆悋愆
擧惆
0.186
悋惆惘悋擧 惘愕擧
愆惆
0.080 0.119
悋惆惘悋擧 愕惠
愆惆
0.154 0.089 0.354
愕惆惆
愆惆 悋惆惘悋擧
0.104 0.116 0.092 0.149
愆惘擧惠 愆惘惠 0.142 0.054 0.038 0.060 0.189 21
Validation
惠悋悴
悛慍
惘惷悋惠
22
惆惘悋拆愆悋惓惘愕惠愃惘愕惠悋惆惘悋擧愆惆愕惆惆悋惆惘悋擧
愆惆愆惘惠愆惘擧惠惘悋惡惺悋愕惺悋惘悴惠愆悋惆悋惆
惠悖惓惘惘忰惶惘悋惺惡惘悽惘惆悛悋惡惘惘愕愆惆.悋惠悋愆悋
惆惆愕惆惆悋惆惘悋擧愆惆惡悋惷惘惡愕惘(0.159)愕惠悋愕惠悋惆
悋惆惘悋擧愆惆惡悋惷惘惡愕惘(0.234)愆惘惠愆惘擧惠惡悋惷惘惡愕惘
(0.180)惡愆惠惘惠悖惓惘惘悋惡惘悽惘惆悛悋惆悋惘惆擧惡悋悋惠悋
Lim擧悋惘悋(2016)Rehman擧悋惘悋(2019)HaNguyen
(2019)Wei擧悋惘悋(2018)Zhao擧悋惘悋(2018)KimPark
(2013)Mohamad擧悋惘悋(2014)悽悋惆悋惘惆.
惡忰惓
悋惆惘悋擧 惘愕擧
愆惆
惠悋悴悋拆愆愆悋
惆悋惆擧惘愕擧惠悖惓惘
悋惡惠悴惆惘悋惆悋
悽惘惆悛悋惶惘擧惆
惆悋惘惆.悋慍悴惺悋擧
惠悋惆惡惘惘愕擧悋惆惘悋擧
愆惆愆惠惘悋惠悖惓惘
惡擯悵悋惘惆愆悋惺惆惠悋悋
惶惘擧惆愕惡惠惡
悋惘慍悋惡擧惠忰惶
惺惆惠悋愕愆悽惶惡悋
惶惘 惆悋愆
擧悋悋  擧惆
惠慍惺 悋
惆悋愆惶惘擧惆擯悋愕惡惠惡
擧悋悋悋惠慍惺惠悋惆惡惘
悋慍悋愆悽惘惆悋悛悋惠悖惓惘
慍悋惆惡擯悵悋惘惆.擧悋悋悋惠慍惺
惠悋惆惡惺悋擧惘悋
惆惘惠惆惆惘忰惴惶惘悋惺惆惘
惡愆惘擧惠悋惡惡悋愆惆惠悋悋
愆惘擧惠悋惡惠悋惆惡悋悋愕惠悋惆悋慍
悋擧悋悋悋惡悋慍惘悋悴惺
愆惠惘悋惡愆惘擧惠悋惡惡惘
惘悛悋惠悖惓惘惡擯悵悋惘惆.
愕悋惘 惡惘惘愕
悋 
拆愕悋慍惡惘惘愕惠悖惓惘
惘擧悋慍擯悋悋
忰惴悋惠悋惺惡惘惶惆
悽惘惆悛悋惆惘
悋惆悋愕
惆悋愆惶惘擧惆
擧悋悋悋惠慍惺
惘愕擧悋惆惘悋擧愆惆悴惠
惡惘惘愕惆惘惴惘擯惘惠
愆惆.
23
拆愆忰悋惷惘惡惘悋愕悋愕惆忰惴悋惠悋惺惡悋
悋愕惠悋惆悋慍惴惘悋惠惆悋愆悴悋悋愕悋惠惆
惆悋愆擯悋擧惠悴惘惡悽惘惆悛悋惆悋愆惠悋惆
悋悴悋擯惘惠惠悋悋惠愕惡惘悋忰惠愃惘悋惠
惆惘惘悛惆惠惶擯惘惘悋惘惆惡惘惘愕惘悋惘
惆.
忰惴惶惘悋惺惆惘惘悛惆悽惘惆悛悋惡悋慍惡
惠悋惡悽愆悋惘惆惡惘惘愕惆悋惘悋惡愆惠惘惠悋惓惘惆惘
惠惶悽惘惆惶惘擧惆悋愕惠.
惠惶惡愆惘擧惠悋惡:惠惆拆悋愆忰惠
悴惆惆惘愆惡擧悋悋悴惠悋惺
忰愀悋惠惘惠惘悋悋悋惘惠惡悋愀悴惆惆惘悋惡愀惘
惆悋悧悋惘悋惆惆擧擧悋惘惡惘拆愕悋慍惘悋惘擯惘惠惆惘
惺惘惷悋忰惠悋慍悴惠忰惆惘惡悋惘忰惶悋惠惠愕愀
惶惘擧惆擯悋悋慍愀惘惠惘悋悴愕惠悴悋
悛悋拆愕惠悋惘愕悋悋悋悴惠悋惺...惡悋慍
惘悋悴惺惡忰惶悋惠拆惆惆悋惡悋ZMOT惘悋惡
悴惆悛惘惆.
悋拆愆擧悋慍悋拆愆悋惆惘惡悋惘惆忰惴悋惠
悋惺(MOT)惆惘悋惘悋惡悋愆惆擧惠愕愀忰悋
悋悴悋愆惆悋愕惠.拆愕悋慍惡惘惘愕惠悋悴惡惆愕惠悛惆惆惘
悋拆愆忰惴惶惘悋惺惡惺悋惠惘
惘忰惆惘惡悽愆悋悽惘惆悛悋悴惠惠惶擯惘
愆悋悽惠愆惆
24
惠悴
擯惘
惆悋惘悋悧愆惆惆惘悋拆愆惠悋惆惡悋
愕悋惘惠愃惘悋惘惠惡愀惡悋惆忰惴悋惠悋惺(惴惘
惡悋慍惘悋悋惡惆悋惡惆悋)擯愕惠惘愆悋惡惆.惡悋
惠惘惠惡惠悋惡愆惡愆惠惘惆惘惡悋惘惘悛惆惠惶
擯惘悽惘惆惶惘擧惆擯悋惆惘忰愀悋惘惠惡悋愀悛悋
擧愕惡擧惘惆.
惆忰惴悋惠悋惺惘悋惆惘惘悋惡愀惡悋悋惠惡惘惆惶惆
惠愃惘惡惘惆悋惆悋惘愆惠惘惷惺悋惠惆惘惠悋慍
悴愆擧悋惠愆惠惘愀悋惺惆.
25
拆愆悋惆
悋 惆忰惴悋惠悋惺惘悋惆惘慍惡悋慍惆擯惡
愀惘悽悋惶惠悋惘惆惡惘惘愕惘悋惘惆悋惆.
9
26

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