應用最適化尺度法探討信念與態度間的關係

An Application of the Optimal Scaling to Investigate of the Relationship Between Beliefs and Attitudes

當應用理性行為理論做研究時，有關信念的計分採用雙極或單極，並無一定標準，本研究採用Ajzen所介紹的最適化尺度法，將一些資料重新驗證。五個研究中 有四個研究發現信念與評價均採雙極計分方式和態度的相關高於信念採單極、評價採雙極計分的方式，而最適化尺度法是三種計分方式中最好的。這個結果意味著最適化尺度法，也許可幫助我們解決信念計分上的問題，並以實用的觀點對這項發現加以討論。

There is no definite criterion as to whether the belief scale should be scored in a bipolar or unipolar fashion when application of the Fishbein-Ajzen expectancy-value model of attitude. The present study adopts the optimal scaling introduced by Ajzen to retest some data. Four of five studies obtained higher correlations with over all attitude by using the bipolar fashion than by using the unipolar fashion and the optimal scaling is the best of the three. The result implies that optimally scaling of belief can help us overcome scaling problems. The findings are discussed in terms of their practical importance.