(Consistent) PLS-SEM vs. CB-SEM in Mobile Shopping

Yıl 2023, Cilt: 10 Sayı: 2, 649 - 667, 25.10.2023

Oğuz Yıldız Alpaslan Kelleci

https://doi.org/10.17336/igusbd.1014138

Öz

This paper seeks to examine and compare the regular and consistent PLS-SEM and CB-SEM by employing the augmented TAM, which stands as a proportionately complicated model. The present paper presents the pros and cons of each method and guides researchers and academics concerning which particular method is the most appropriate to employ in their studies. The findings of this paper are twofold: (1) performing CB-SEM and consistent PLS-SEM for reflectively structured models would have more robust outputs and would be more appropriate and beneficial in lieu of executing regular PLS-SEM; (2) consistent PLS-SEM has softer provisions since it does not necessitate a two-step analysis, high sampling sizes and normal distribution requirements, thus performing consistent PLS-SEM appears more viable and practical for researchers.

Anahtar Kelimeler

CB-SEM, PLS-SEM, consistent PLS, research methodology, mobile marketing, mobile shopping

Mobil Alışveriş Düzleminde Consistent PLS-SEM ve CB-SEM Yöntemlerinin Karşılaştırılması

Öz

Araştırma, nispeten karmaşık bir model olan artırılmış Teknoloji Kabul Modelini kullanarak geleneksel ve tutarlı PLS-SEM ile CB-SEM yöntemlerini incelemeyi ve karşılaştırmayı amaçlamaktadır. Araştırmada, her yöntemin avantajları ve dezavantajları ortaya konmakta böylelikle araştırmacılara ve uzmanlara çalışmalarında hangi yöntemin kullanımının uygun olduğu konusunda rehberlik etmektedir. Çalışmanın bulguları ikiye ayrılmaktadır. ilk olarak çalışma, reflektif olarak yapılandırılmış modellerde geleneksel PLS-SEM yöntemini tercih etmek yerine CB-SEM veya consistent PLS-SEM yöntemlerini kullanmanın daha sağlam sonuçlar sağladığına işaret etmektedir. İkincisi ise CB-SEM yönteminin aksine consistent PLS-SEM yönteminin, iki aşamalı analiz, yüksek örneklem hacmi ve normal dağılım şartları gibi katı koşullar gerektirmemesi araştırmacılar için daha elverişli bir yöntem olduğunu göstermektedir.

Anahtar Kelimeler

CB-SEM, PLS-SEM, consitent PLS-SEM, araştırma metedolojisi, mobil pazarlama, mobil alışveriş

Kaynakça

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