目　录 

第1章　统计分析简介与数量方法的基础 ··············································1

1.1 统计分析简介 ··············································································1

1.2 理论 ··························································································2

1.3 量表简介 ··················································································12

1.4 抽样 ························································································16

1.5 统计分析的基础统计学 ································································17

1.6 常用的统计分析（多变量分析或称为数量方法） ································29

第2章　SPSS的基本操作 ·······························································34

2.1 SPSS简介 ················································································34

2.2 SPSS软件的菜单介绍 ··································································36

2.3 数据的输入 ···············································································40

2.4 数据分析与输出结果 ···································································45

2.5 实用范例 ··················································································50

第3章　量表的编制、信度和效度 ······················································64

3.1 量表的编制 ···············································································64

3.2 量表的信度和效度 ······································································69

3.3 量表发展实例 ············································································69

3.4 探索性和验证性研究的信度和效度 ·················································70

3.5 探索性因素分析和验证性因素分析的比较 ·········································77

3.6 研究作业 ··················································································78

第4章　检视数据与描述性统计 ·························································79

4.1 检视数据 ··················································································79

4.2 描述性统计分析 ········································································105

第5章　相关分析 ·········································································114

5.1 相关分析 ·················································································114

5.2 积差相关系数 ···········································································115

5.3 相关系数 ··············································································119

5.4 点二系列相关 ···········································································123

5.5 斯皮尔曼等级相关 ·····································································126

5.6 偏相关 ····················································································128

5.7 部分相关 ·················································································132

第6章　卡方检验 ·········································································138

6.1 卡方检验 ·················································································138

6.2 适配度检验 ··············································································138

6.3 独立性检验 ··············································································142

6.4 同质性检验 ··············································································148

第7章　平均值比较(t检验)··························································155

7.1 平均值比较（各种t检验的应用）·················································155

7.2 平均值分析 ··············································································155

7.3 单一样本t检验 ·········································································159

7.4 独立样本t检验 ·········································································163

7.5 成对样本t检验 ·········································································165

第8章　因子分析 ·········································································171

8.1 因子分析 ·················································································171

8.2 因子分析的基本统计假设 ····························································172

8.3 因子分析的检验 ········································································172

8.4 选取因子的数量 ········································································172

8.5 因子的转轴和命名成为构面 ·························································173

8.6 样本的大小和因子分析的验证 ······················································175

8.7 因子分析在研究上的重要应用 ······················································175

8.8 研究范例 ·················································································176

第9章　回归分析 ·········································································186

9.1 回归分析 ·················································································186

9.2 回归分析的基本统计假设 ····························································186

9.3 找出最佳的回归模型 ··································································187

9.4 检验回归模型的统计显著性 ·························································188

9.5 共线性问题 ··············································································189

9.6 验证结果 ·················································································189

9.7 研究范例 ·················································································190

第10章　判别分析与逻辑回归 ························································208

10.1 判别分析 ···············································································208

10.2 逻辑回归 ···············································································217

第11章　单变量方差分析 ·······························································225

11.1 单变量方差分析简介 ·································································225

11.2 单因素方差分析的设计 ······························································225

11.3 方差分析的基本假设条件 ···························································226

11.4 单变量方差分析 ····································································226

11.5 单变量方差分析范例 ·································································229

11.6 单因素方差分析范例 ·································································235

11.7 重复测量 ···············································································240

11.8 单变量协方差分析——控制变量 ··················································245

11.9 单变量协方差分析——前后测设计 ···············································251

第12章　变量方差分析 ·································································257

12.1 多变量方差分析 ·······································································257

12.2 多变量方差分析的基本假设 ························································257

12.3 多变量方差分析和判别分析的比较 ···············································257

12.4 多变量方差分析与单变量方差分析的比较 ······································258

12.5 样本大小的考虑 ·······································································258

12.6 多变量方差的检验 ····································································258

12.7 双因子交互作用下的处理方式 ·····················································259

12.8 多变量方差分析范例：双因子交互作用显著 ···································262

12.9 多变量方差分析范例：双因子交互作用不显著 ································286

第13章　典型相关 ·······································································301

13.1 典型相关 ···············································································301

13.2 典型相关分析的基本假设 ···························································301

13.3 典型函数的估计 ·······································································302

13.4 典型函数的选择 ·······································································302

13.5 冗余指数 ···············································································302

13.6 解释典型变量 ·········································································303

13.7 验证结果 ···············································································303

13.8 典型相关与其他多变量计数的比较和应用 ······································303

13.9 典型相关的范例 ·······································································304

第14章　联合分析、多维标度方法和聚类分析 ····································315

14.1 联合分析 ···············································································315

14.2 多维标度方法 ·········································································319

14.3 聚类分析 ···············································································326

第15章　结构方程模型之偏最小二乘法 ·············································336

15.1 结构方程模型 ·········································································336

15.2 偏最小二乘法 ·········································································342

15.3 结构方程模型 ·········································································344

15.4 偏最小二乘法的结构方程模型 ·····················································346

15.5 协方差形式结构方程模型和方差形式结构方程模型的比较·················349

15.6 当代结构方程模型研究（论文）需要呈现的内容·····························352

第16章　SmartPLS统计分析软件介绍 ·············································353

16.1 SmartPLS统计分析软件的基本介绍··············································353

16.2 将Excel（.xls）转成csv文件（.csv） ···········································354

16.3 基本功能介绍 ·········································································356

16.4 基本功能实际操作 ····································································361

第17章　偏最小二乘结构方程模型的学习范例 ····································377

17.1 一因三果的模型 ·······································································377

17.2 三因一果的模型 ·······································································388

17.3 单一间接路径的模型 ·································································399

17.4 多重间接路径的模型 ·································································409

17.5　多重直接和间接路径的模型 ························································424

第18章　结构方程模型的反映性模型实例 ··········································436

18.1 PLS-SEM结构方程模型的各种标准 ··············································436

18.2 PLS-SEM 研究（论文）需要展示的内容 ········································441

18.3 PLS-SEM实例——量表的设计与问卷的回收 ··································443

18.4 结构方程模型之反映性模型范例 ··················································445

第19章　结构方程模型之形成性模型 ················································459

19.1 反映性与形成性模型的比较 ························································459

19.2 反映性和形成性的模型设定错误 ··················································461

19.3 反映性和形成性模型的判断 ························································462

19.4 反映性和形成性模型的范例 ························································463

19.5 方差形式结构方程模型研究（论文）需要呈现的内容·······················468

19.6 形成性构面测量模型的评估标准 ··················································469

19.7 结构方程模型之形成性模型实例 ··················································471

19.8　阶层式潜在变量模型 ·································································488

第20章　交互作用、中介和调节（干扰） ··········································492

20.1 交互作用 ···············································································492

20.2 中介效果的验证 ·······································································497

20.3 调节（干扰）效果的验证 ···························································514

20.4 写作参考范例 ·········································································554

第21章　SmartPLS 3进阶应用介绍 ·················································561

21.1 一致性的偏最小二乘法 ······························································561

21.2 重要性与绩效的矩阵分析（Importance-performance Matrix Analysis，

 IPMA） ··························································································570

21.3 多组分析 ···············································································572

21.4 异质性 ··················································································580

21.5 偏最小二乘验证性四元体分析 ·····················································594

第22章　被中介的调节（中介式调节）和被调节的中介（调节式中介）

 分析 ·············································································597

第23章　研究流程、论文结构与在期刊上发表的建议 ···························612

23.1 研究流程 ···············································································612

23.2 论文结构 ···············································································612

23.3 研究在期刊上发表的建议 ···························································615