다차원개념 측정척도의 측정모형의 구분 및 알파의 강건성 검토: 시장지향성의 척도인 MKTOR과 MARKOR의 실증분석 = Do We Need to Apply Different Reliability Coefficients to Multidimensional Construct Scales of Different Measurement Properties?

국문 초록 (Abstract)

신뢰도가 낮은 척도를 사용하여 구성개념을 측정하면 구성개념들 사이의 관계계수가 실제보다 작게 추정된다. 이 문제를 해결하는 방법은 도구변수를 사용하는 것인데, 적절한 도구변수를 찾아내기가 쉽지 않다. 신뢰도를 추정할 수 있다면 그 값을 활용하여 구조계수 추정치의 감쇠를 조정할 수 있다. 구조계수 추정치를 신뢰도 추정치의 제곱근으로 나누어서 조정한다. 척도의 신뢰도 추정에는 일반적으로 크론바하 알파를 활용한다. 척도의 구성항목들이 tau-equivalent model을 따르지 않으면, 알파는 신뢰도를 실제보다 작게 추정한다. 따라서 감쇠효과를 조정한 구조계수 추정치는 실제보다 커진다. 척도 구성항목들이 따르는 측정모형을 정확하게 파악해서 적절한 신뢰도 추정계수를 적용해야 한다.
마케팅 분야에서 이론적 차원구조 및 측정척도의 측정모형 특성에 대한 논란이 가장 심각한 개념 가운데 하나가 시장지향성이다. 개념을 구성하는 하위차원의 숫자, 반영형 척도인지 또는 형성형 척도인지의 여부, 각 구성차원 및 개념 전체를 측정하는 항목들이 만족시키는 측정모형 등에 대한 합의가 이루어지지 않았다. 이 연구는 이들 논란에 대한 해답을 실증적으로 판단할 수 있는 절차와 기준을 제시한다. 이 연구에서 제시한 절차를 적용한 결과, 시장지향성의 대표적 척도인 MKTOR와 MARKOR의 하위구성차원의 측정항목들은 단일차원성을 확보하지 못한 것으로 나타났다. 확인적 요인분석의 결과만을 고려한다면, MKTOR은 congeneric model, 그리고 MARKOR은 common factor model을 따르는 것으로 판단하였다. 탐색적 요인분석 결과까지 종합해서 판단하면 두 척도는 모두 일반요인을 포함하는 다차원항목 모형에 부합한다.
알파 적용의 조건인 tau-equivalent model의 가정에서 더 크게 벗어난 MARKOR의 경우에도, 알파와 가장 큰 신뢰도 추정치를 제공하는 오메가를 적용하여 감쇠효과를 조정한 값의 비율 차이가 2.4%에 불과했다. 구성개념 전체적으로 하나의 일반요인을 2차요인으로 반영하고, 하위구성차원별로는 tau-equvalent model을 따르는 척도를 개발하려고 최선을 다했다면, 그 MDC 척도의 신뢰도는 알파로써 측정해도 좋다고 결론지을 수 있다.

다국어 초록 (Multilingual Abstract)

It is well known that scales of low reliability cause attenuation in structural coefficient estimation. To prevent the attenuation, we usually apply a two-stage estimation procedure with instrumental variables. If we can estimate reliability of a scale, it becomes easier to correct the attenuation by dividing the structural coefficient estimates with the square root of the reliability estimate. Cronbach’s alpha is the most popularly used reliability estimate. If a scale does not follow the tau-equivalent measurement model, however, Cronbach’s alpha produces a smaller estimate than the true reliability and results in a larger adjusted estimate than the true structural coefficient. Therefore, it is important to check the measurement properties of a scale and to apply the most proper reliability coefficient.
‘Market Orientation’ is one of the most controversial marketing constructs with respect to the measurement properties of its scales. There is no consensus in terms of their dimensionality, underlying measurement model, and/or reflective versus formative nature. This study provides a procedure and criteria that may be applied to empirically judge the controversies.
By applying the procedure and criteria to the two most frequently used market orientation scales, MKTOR and MARKOR, we found out that both of them failed to satisfy the unidimensionality of their items. MARKOR seems to follow the common factor model, while MKTOR may be said to obey the congeneric model. If we estimate the reliability of MARKOR with Cronbach’s alpha instead of omega, which is known to be the most appropriate for the scale of the common factor model and always to give the bigger reliability estimate than alpha, the attenuation correction effect differs just about 2.4 percent. We safely support the use of Cronbach’s alpha as the reliability coefficient as far as researchers do their best in developing reflective measures of the Likert type.

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