記號變數技術檢視共同方法變異（CMV）之研究－－以臺東熱氣球嘉年華運動觀光模式為例

Using Marker Variable Technique to Examine Common Method Variance - Taitung Hot Air Balloon Festival Sports and Tourism Model as Case Study

本研究目的應用Williams, Hartman與Cavazotte（2010）記號變數（Marker variable,MV）技術檢視共同方法變異（CMV）（Common method variance）。Marker variable為潛在變項檢視共同方法變異（CMV），並以臺東熱氣球嘉年華運動觀光量表為研究工具。本研究抽樣方式採立意取樣方式進行，施測時間於2012年7月24日至7月31日於臺東鹿野高臺施放問卷。有效問卷共計232份，有效問卷率為73.33%。研究結果發現並無共同方法變異（CMV）問題。建議後續研究者可在研究設計上針對問卷的事前防範CMV。

The purpose of this study is to apply Williams, Hartman, and Cavazotte’s (2010) Marker Variable to examine. Marker Variable is the latent variable to examine common method variance, with Taitung Hot Air Balloon Festival Sports and Tourism Scale used as the research tool. Purposive sampling is used as the sampling method in this study. The subjects received questionnaires randomly, A structural questionnaire was used to collect data. This study collected 232 valid survey responses for a return rate of 73.33%. The test time was July 24-31, 2012 at Taitung Luye Plateau. Research results did not demonstrate a problem of common method variance. It is suggested that future researchers can focus on the prevention of CMV in questionnaires in research design.