共同方法變異：統計對策之文獻回顧與實證例釋

Common Method Variance: A Literature Review and the Empirical Illustration of Statistical Remedies

葉日武(Ryh-Wu Yeh)

共同方法變異 ； 統計對策 ； 品質－價值－滿意－忠誠架構 ； Common Method Variance (CMV) ； Statistical Remedies ； Quality-Value-Satisfaction-Loyalty Framework

顧客滿意學刊

11卷1期（2015 / 03 / 01）

105 - 132

繁體中文

雖然共同方法變異(Common Method Variance; CMV)對調查研究結果的潛在影響受到普遍的重視，但研究實務上仍然普遍忽視統計對策的角色，經常認為只要事先考慮程序對策，或者以某種不適當的統計對策(例如傳統的Harman單因素檢測法)來處理就已經足夠。本文根據古典測量理論，討論對CMV檢測與控制的基本原理，說明五種統計處理程序之內涵與優缺點，並採用行銷文獻中相當重要的品質—價值—滿意—忠誠架構，以智慧型手機的實際調查資料作為範例來展示操作流程。整體而言，本文的重點不在於建構與驗證新理論，而是希望藉此讓CMV統計對策在國內更形普及，進而讓研究產出更形嚴謹。

Although the potential impact of common method variance (CMV) on the results of survey research has been generally recognized, the appropriate adoption of statistical remedies has been usually neglected in research practice. Some inappropriate procedures are abounding, such as presenting procedural remedies only or adopting the problematic Harman single factor test. Basing on the classical test theory, this article elaborates the principles behind the statistical test and control of CMV, explains the procedures, advantages, and disadvantages of five statistical test and control techniques, and uses a smartphone attitude survey basing on the quality-value-satisfaction-loyalty framework in marketing to demonstrate the procedures empirically. Overall, this article aims to facilitate the adoption of CMV statistical remedies in research practice, and hence contribute to the improvement of the rigor of our research outputs.

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