Cheah, Jun Hwa and Memon, Mumtaz Ali and Chuah, Francis and Ting, Hiram and T, Ramayah (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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Abstract

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 (f 2). 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.

Item Type:	Article
Uncontrolled Keywords:	Consistent Partial Least Squares; Traditional PLS; Path Modeling; SEM; Marketing
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Othman Yeop Abdullah Graduate School of Business
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	12 Feb 2019 02:48
Last Modified:	12 Feb 2019 02:48
URI:	https://repo.uum.edu.my/id/eprint/25560

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