In many domains (marketing, social sciences, etc.) the variables of interest are often not directly observable. Complex causal relationships between such latent variables may be modeled by means of Structural Equation Models (SEM). Two different methodologies exist for the estimation of such models: SEM-ML (Maximum Likelihood Approach to Structural Equation Models), also known as LISREL (Linear...

The paper objective is to apply Technology Acceptance Model (TAM)-based usage and attitude variables for the predictive user segmentation of Moodle-based e-learning system in a university. The study explores the path models with latent variables estimated by partial least squares method (SmartPLS and plspm library of the R package were used for the parameter estimation) and uses the mixture mod...

Virtual worlds are emerging as a promising new channel for electronic marketing and brand-related activities. However, like Second Life. This paper examines the spectrum of perceptions of consumers of four major real-life brands (Armani, Dell, Mercedes and Hublot) that have established operations in Second Life. A survey was conducted using an avatar survey bot (n=1,039). Using the FIMIX-PLS pr...

The recent availability of software tools for nonlinear path analyses, such as WarpPLS, enables e-collaboration researchers to take nonlinearity into consideration when estimating coefficients of association among linked variables. Nonlinear path analyses can be applied to models with or without latent variables, and provide advantages over data segmentation analyses, including those employing ...

The study focus on the role of self-expressive branding, brand love, trust and commitment loyalty. It also identifies strength mediating effect variable between love trust. Also measures data is gathered by using a structured questionnaire sample size 101 respondents in cross-sectional study. Statistical analysis has been done through SMART PLS 3.0 software. In part, algorithms, bootstrapping, ...

rural and nature tourism has experienced high growth over the past 20 years. one of the primary challenges facing rural tourism management is to establish a profitable and environmentally sustainable industry. moreover, sustainable tourism is a complex concept and it requires that nature and tourism activity should be studied from an integrated point of view. in this paper, we analyze how the e...

This research presents a model that integrates trust, online risks and benefits, brand awareness/associations, perceived quality and explains how they impact on brand equity and brand loyalty in the context of internet banking. The research model estimation uses the PLS approach and applies FIMIX-PLS to segment the sample. The research findings show that the main difference characterizing the t...

Previous research has found that organizations that align their operational marketing and technological capabilities with changing market conditions eventually achieve evolutionary fitness in terms of organizational survival and firm growth. Dynamic capabilities comprise the processes of opportunity identification and reconfiguring of operational capabilities which are required to align operati...

Collaboration technologies are heavily used in organizations enabling employees to communicate, cooperate, and collaborate with each other. There exist much research investigating why different people are using different kinds of collaboration technologies, but some of the research results on technology acceptance are contradictious. A reason for these inconsistent results may be unobserved het...