並列タイトル等REC Scale for Measuring the Rationality and Emotionality of Consumer Buying Attitudes : Definitive construction and validation study of the scale
一般注記消費者購買態度の「合理性」と「情緒性」の測定尺度として，REC scaleの2次元性の確認と12項目の下位尺度の妥当性に関して検討が重ねられて来たが，その確定的構成を意図し，主婦対象の全国的規模の調査で得た1559人のデータが分析された。年代別7，就業状況別4，地域別6の各セグメントにおける主成分分析の結果は，それぞれで尺度の2次元構造と各下位項目の妥当性を一貫して示し，さらに，同じく「情緒性」と「合理性」の測定尺度であるERC scaleとの構造的関連がきわめて強いことが確認された。各次元の特性値は各6項目の評定値の単純和によって算出されるが，その相互独立性も明確であった。REC scaleの標準化をふまえて，その実際的利用の方法が考察され，①購買態度関連分析の共通枠組，②商品購買態度分析の共通尺度，③消費者ライフスタイルの特性分析，への発展的利用の可能性が強調された。
REC Scale has been examined the structure and validity through several factoranalytical studies since its first presentation by the present writer. As the product of successive refinement, a new form of the scale composed of 12 items was proposed. To confirm the internal sturucture and validity of this scale, data were collected by interview toward 1559 housewives in a national survey. Subjects were divided into 7 age, 4 job and 6 regional groups, and in each of these groups two dimensions of attitudes were obtained by the method of principal component analysis. Results demonstrated the consistency in both of sturucture of the scale and validity of its items. Another scale called ERC scale, to measure the emotionality and rationality, was developed and its two-dimensional structure was also confirmed. The high inter-relationship of REC scale to ERC scale was proved by the methods of principal component analysis and regression analysis. These results indicatded that the proposed format could be regarded as the definitive REC scale. Implications for analyzing consumer attitudes were discussed.
連携機関・データベース国立情報学研究所 : 学術機関リポジトリデータベース（IRDB）（機関リポジトリ）