Bir Pazarlama Araştırmaları Aracı Olarak Yapısal Eşitlik Modellemesi: YEM Kullanıcıları İçin Kritik Konular ve Sorunlu Uygulamalar Üzerine Bir Kılavuz

Abstract

Yapısal eşitlik modellemesi (YEM), sosyal bilimlerde, özellikle de pazarlama alanında son yıllarda kullanımı giderek artan çok güçlü bir çok değişkenli istatistiksel analiz tekniğidir. Bu modern analiz yönteminin yaygınlaşan kullanımının bir sonucu olarak, YEM kullanıcılarının karşılaştığı sorunlar dikkat çekmeye başlamış ve SEM literatüründe bu sorunlar kapsamlı bir şekilde irdelenmiştir. Bu makalenin amacı, daha yapılmış inceleme çalışmalarından faydalanarak SEM literatüründe tespit edilmiş sorunlar hakkında geniş kapsamlı bir tarama yapmak, farklı çalışmalarda ele alınmış çeşitli konuları bir araya getirerek araştırma kriterlerini genişletmek ve ampirik bir analiz yaparak söz konusu sorunların ne derece çözümlendiğini göstermektir. Tespit edilen sorunlu uygulamaların yanı sıra, literatürde bu uygulamalara yönelik önerilmiş olan çözüm yollarını sunması sayesinde bu çalışma, YEM kullanıcıları için temel bir kılavuz niteliği taşımaktadır.

Keywords

• Yapısal Eşitlik Modellemesi
• Kılavuz
• Yanlış uygulamalar
• Alan taraması

Structural Equation Modeling as a Marketing Research Tool: A Guideline for SEM Users About Critical Issues and Problematic Practices

Abstract

Structural equation modeling (SEM) is a very powerful multivariate statistical technique that has increasingly been used in social sciences, particularly in marketing. As a consequence of the widespread use of this contemporary analysis method, several issues that SEM users face have become a matter of concern, which are discussed thoroughly in SEM literature. This paper aims to conduct an extensive review of these issues by benefitting from the previous review works, broaden the research criteria by bringing together the issues that are separately addressed in those previous studies, and make an empirical analysis to demonstrate how well these problems are dealt with. Along with the problematic practices identified, the solutions suggested in the literature are presented. By that, this study serves as a basic guideline for SEM users.

Keywords

• Structural equation modeling
• Critical review
• Guideline
• Mispractices

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