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E87081
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社會期許偏誤的探討與防治:以物質主義為例
Social Desirability Bias and the Validity of Questionnaire: The Case of Materialism
1.徐達光
1.Ta-kuang Hsu
1.輔仁大學生活應用科學系
1.Department of Child and Family Studies,Fu Jen Catholic University
001,002,003,004
1.輔仁大學生活應用科學系
1.Department of Child and Family Studies,Fu Jen Catholic University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1997-08-01
A.14 計畫執行期間(訖):1998-07-31
A.16 收到日期:1998-11-27
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輔仁大學之大學生

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C.2 聯絡日期:1999-01-13
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1.輔仁大學生活應用科學系
1.Department of Child and Family Studies,Fu Jen Catholic University
1
C.7 資料公開日期:2000-08-01
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008
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1.物質主義
2.社會期望偏誤
1.Materialism
2.Questionnaire Design
3.Social-desirability Bias
社會期望偏誤是指在量表是指在量表施測時,應答者為了給大眾一個良好印象,傾向於以符合社會文化價值規範標準的不實意願,來代替真正意願進行答題的心理傾 向。在社會科學的領域中,社會期望偏誤一直是複雜且爭論的議題,也一直為許多消費者行為研究者所忽視的一個重要變項。事實上,社會期望偏誤常常混淆研究的 變項,對研究主題的衝擊影響甚鉅。 台灣經濟發展的奇蹟舉世共賭,台灣的生活也慢慢朝向購買物質象徵意義產品邁進。但因傳統禮俗教育及規範,均鼓勵中國人生活必需樸實節儉,使物質主義的測 量,常有社會期望偏誤的情形發生。 本研究以物質主義為檢定社會期望偏誤的工具。文中首先回顧過去文獻,討論社會期待偏誤的相關概念,並設計三個研究來了解社會期望偏誤情形。在研究一的問卷 中,將加入本土化物質主義,自尊,及衝動性量表,表中也加入兩套防弊題目,檢測物質主義與自尊及衝動性變項之間的相關中,被社會期望偏誤污染的程度,另外 兩組防弊工具的有效性也將加以比較。研究二以匿名性(是或否)及題目發問法(直接法與間接法),來了解何種方法在防弊上最為有效。研究三將廣徵博引專家學 者對降低社會期望反應的作法。結論將綜合上述的結果,系統的匯整出有效的防治方法,提供後續相關領域學者參考。

Social desirability bias (S.D.B.) is the tendency of individuals to make themselves look good according to current societal norms when answering researcher\'s questions. In the social research area, S.D.B. has been a complex and controversial issue, typically viewed as a contaminating response bias. Meanwhile, most researchers have neglected S.D.B. could have a detrimental impact on research conclusions. It is worthwhile to further explore. The growing of economics in country results in the development of consumer culture. During the past 40 years, Taiwan has been ranked a high-develop economic country. People pursuit worldly possessions growing rapidly. However, the traditional Chinese culture treated materialism as negative characteristic, people in self-report questionnaire regarding materialism tend to dissimulate the true value and induce social desirability bias. This article utilized materialism survey to test S.D.B. In this proposal, the conceptual, measurement, and statistical analysis issue related to S.D.B. are discussed. Three surveys are then presented to explore the effect of S.D.B. by testing materialism value. Study I will be measure the extent of S.D.B. contamination in materialism concept with C-M S.D.B. Scale & Paulhus BIDR Scale. Study II is going to compared the interaction of anonymity status and the effect of asking question (direct vs. indirect) to understand the validity in reducing S.D.B. Study III will collect the opinions & methods in terms of reducing S.D.B. from the experts in social science areas. Finally, the discussion will be reviewed and the suggestions will be systematically presenting for the researchers as further reference.

D.16 完成檢誤日期:1999-07-28
D.17 預定釋出日期:0000-00-00
D.18 初次釋出日期:2000-08-01
D.19_1 最新版釋出日期:2000-08-01
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10.6141/TW-SRDA-E87081-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E87081
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