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Complex modeling in marketing using component based SEM

Conference Paper


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Abstract


  • Structural equation modeling (SEM) is an important tool for marketing researchers to estimate a network

    of causal relationships linking two or more complex concepts. The PLS approach to SEM, also known as

    component based SEM, is becoming more prominent in estimating complex models due to its soft

    modeling assumptions. This study elucidates the use of component based SEM in estimating a complex

    higher order model with a small sample size. The utility of the approach is illustrated empirically by

    estimating a third-order, reflective, hierarchical service quality model in the context of mHealth. The

    findings of the study confirm the conceptual and methodological advances of component based SEM to

    establish rigor in complex modeling.

Publication Date


  • 2011

Citation


  • Akter, S. & Hani, U. (2011). Complex modeling in marketing using component based SEM. Australian and New Zealand Marketing Academy Conference (ANZMAC2011) (pp. 1-9). Perth, Western Australia: ANZMA.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3950&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2891

Start Page


  • 1

End Page


  • 9

Place Of Publication


  • http://anzmac2011.com.au/

Abstract


  • Structural equation modeling (SEM) is an important tool for marketing researchers to estimate a network

    of causal relationships linking two or more complex concepts. The PLS approach to SEM, also known as

    component based SEM, is becoming more prominent in estimating complex models due to its soft

    modeling assumptions. This study elucidates the use of component based SEM in estimating a complex

    higher order model with a small sample size. The utility of the approach is illustrated empirically by

    estimating a third-order, reflective, hierarchical service quality model in the context of mHealth. The

    findings of the study confirm the conceptual and methodological advances of component based SEM to

    establish rigor in complex modeling.

Publication Date


  • 2011

Citation


  • Akter, S. & Hani, U. (2011). Complex modeling in marketing using component based SEM. Australian and New Zealand Marketing Academy Conference (ANZMAC2011) (pp. 1-9). Perth, Western Australia: ANZMA.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3950&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2891

Start Page


  • 1

End Page


  • 9

Place Of Publication


  • http://anzmac2011.com.au/