共同方法變異：古典測量理論下的檢測與控制

Common Method Variance: Its Test and Control under the Classic Theory of Measurement

葉日武(Ryh-Wu Yeh)；林榮春(Jung-Chuen Lin)

共同方法變異 ； 古典測量理論 ； 品質－滿意－忠誠鏈 ； Common Method Variance ； Classic Theory of Measurement ； Quality-Satisfaction-Loyalty Chain

顧客滿意學刊

10卷1期（2014 / 03 / 01）

65 - 92

繁體中文

共同方法變異（Common Method Variance；CMV）是可能足以影響研究結果的誤差來源之一。雖然學界目前已經發展出許多適當的方法，可以用來檢測和控制CMV可能的影響，但不少研究者仍然偏好使用問題重重的Harman單因素檢測法。本文根據古典測量理論，討論CMV對測量結果的可能影響，指出為何Harman單因素檢測法是根本不應該使用的錯誤方法，並說明學術研究上普遍接納且具備理論基礎的另一種處理程序。再者，本研究也針對行銷理論中相當重要的品質－滿意－忠誠鏈，使用兩個樣本來進行資料分析，藉由實證範例具體說明這種比較合宜的處理方式，同時也顯示CMV確實可能導致研究結論失真的事實。最後，本研究呼籲國內的研究工作者盡可能採用這種方式來檢測和控制CMV，從而提升研究產出的嚴謹度或效度。

Common method variance (CMV) is notorious for its possibility in confounding research results. Although there are many plausible approaches to test and control this confounding effect, many researchers prefer the problematic Harman single factor test. Using the classic theory of measurement, this article elaborates the nature and importance of CMV, explains why the Harman single factor test is problematic, and provides a theoretically sound alternative to test and control the confounding effect of CMV. Also, this research uses a two-sample survey data basing on the renowned quality-satisfaction-loyalty chain in marketing to demonstrate this alternative procedure and the possible confounding effect empirically. Finally, this research urges researchers to adopt this theoretically sound procedure and improve the rigor or validity of our academic outputs.

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