Assessing reflective models in marketing research: A comparison between pls and plsc estimates
The present study aims at contributing to the growing discourse on analytical methods in marketing research by highlighting the use of Consistent Partial Least Squares (PLSc) estimation to assess reflective models used in marketing literature. Specifically, it demonstrates the significance of using...
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Universiti Malaysia Sarawak
2018
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my.utm.851852020-03-04T01:30:59Z http://eprints.utm.my/id/eprint/85185/ Assessing reflective models in marketing research: A comparison between pls and plsc estimates Cheah, Jun Hwa Memon, Mumtaz Ali Chuah, Francis Ting, Hiram Ramayah, T. HF Commerce The present study aims at contributing to the growing discourse on analytical methods in marketing research by highlighting the use of Consistent Partial Least Squares (PLSc) estimation to assess reflective models used in marketing literature. Specifically, it demonstrates the significance of using PLSc and compares it with the traditional PLS. The results show that PLSc is more robust than traditional PLS in estimating convergent validity and path coefficients, and yields better power – coefficient of determination (R2) and effect size (f2). It is also found that PLSc generates better holdout results than traditional PLS. This study complements and extends prior research on PLSc, and subsequently serves as a resource for marketing researchers who use variance-based approach in their research. Implications, guidelines and future research directions are discussed. Universiti Malaysia Sarawak 2018 Article PeerReviewed Cheah, Jun Hwa and Memon, Mumtaz Ali and Chuah, Francis and Ting, Hiram and Ramayah, T. (2018) Assessing reflective models in marketing research: A comparison between pls and plsc estimates. International Journal of Business and Society, 19 (1). pp. 139-160. ISSN 1511-6670 |
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HF Commerce Cheah, Jun Hwa Memon, Mumtaz Ali Chuah, Francis Ting, Hiram Ramayah, T. Assessing reflective models in marketing research: A comparison between pls and plsc estimates |
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The present study aims at contributing to the growing discourse on analytical methods in marketing research by highlighting the use of Consistent Partial Least Squares (PLSc) estimation to assess reflective models used in marketing literature. Specifically, it demonstrates the significance of using PLSc and compares it with the traditional PLS. The results show that PLSc is more robust than traditional PLS in estimating convergent validity and path coefficients, and yields better power – coefficient of determination (R2) and effect size (f2). It is also found that PLSc generates better holdout results than traditional PLS. This study complements and extends prior research on PLSc, and subsequently serves as a resource for marketing researchers who use variance-based approach in their research. Implications, guidelines and future research directions are discussed. |
format |
Article |
author |
Cheah, Jun Hwa Memon, Mumtaz Ali Chuah, Francis Ting, Hiram Ramayah, T. |
author_facet |
Cheah, Jun Hwa Memon, Mumtaz Ali Chuah, Francis Ting, Hiram Ramayah, T. |
author_sort |
Cheah, Jun Hwa |
title |
Assessing reflective models in marketing research: A comparison between pls and plsc estimates |
title_short |
Assessing reflective models in marketing research: A comparison between pls and plsc estimates |
title_full |
Assessing reflective models in marketing research: A comparison between pls and plsc estimates |
title_fullStr |
Assessing reflective models in marketing research: A comparison between pls and plsc estimates |
title_full_unstemmed |
Assessing reflective models in marketing research: A comparison between pls and plsc estimates |
title_sort |
assessing reflective models in marketing research: a comparison between pls and plsc estimates |
publisher |
Universiti Malaysia Sarawak |
publishDate |
2018 |
url |
http://eprints.utm.my/id/eprint/85185/ |
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1662754363484930048 |
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13.160551 |