Validating the Cultural Value Scale (CVSCALE): A Case Study of Thailand

The aim of this paper is to validate Cultural Values Scale (CVSCALE) in Thailand. The CVSCALE is a scale that has been purposed by Yoo, Donthu, and Lenartowicz (forthcoming) to capture Hofstede’s (1991) five cultural dimensions at the individual level. It had been developed as an extension of Hofstede (1991) cultural values scale that had initially aimed to measure cultural values at the country level (Sondergaard, 1994). The CVSCALE consists of 26-items that assesses the cultural values in consistence with Hofstede’s (1980, 1991) renowned five-dimensional typology of culture namely, Power distance, Uncertainty avoidance, Individualism Masculinity, and the Confucian dynamism. The reliability of the CVSCALE was tested using Cronbach’s and the validity of the scale was tested using Exploratory Factor Analysis (EFA) as well as Confirmatory Factor Analysis (CFA). The results of the test showed that the CVSCALE and its items had exhibited appropriate reliability (i.e., high internal consistency) and validity (i.e., face, convergent, and discriminant) to use in Thailand for the purpose of cultural value assessment of the respondents at the individual level