Hair, Joseph F.
[VerfasserIn]
;
Ringle, Christian M.
[Sonstige Person, Familie und Körperschaft];
Sarstedt, Marko
[Sonstige Person, Familie und Körperschaft]
The Use of Partial Least Squares (PLS) to Address Marketing Management Topics
Anmerkungen:
In: Journal of Marketing Theory and Practice, Volume 19, Issue 2, pp. 135-138, Spring 2011
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments March 15, 2011 erstellt
Beschreibung:
The articles included in this special issue address PLS-SEM path modeling's strengths and limitations. In our introductory article, we provide an overview of the PLS-SEM path modeling approach directed at colleagues unfamiliar with the approach and who need to understand when PLS-SEM is the most appropriate method to address a particular research question. We then explain how to evaluate the results when PLS-SEM is applied. To facilitate future PLS-SEM applications, we provide rules of thumb on choosing PLS-SEM rather than CB-SEM, model specification, data characteristics, and model evaluation throughout the paper. The rules of thumb will be a convenient single source of guidelines for experienced PLS-SEM path modelers and an excellent overview of important considerations for those with limited knowledge of SEM procedures