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| Author: | Nusair, K. Hua, N. |
| Title: | Comparative assessment of structural equation modeling and multiple regression research methodologies: e-commerce context |
| Journal: | Tourism Management
2010 : JUN, VOL. 31:3, p. 314-324 |
| Index terms: | tourism research commitment electronic commerce multiple regression analysis models |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | This paper empirically compares Structural Equation Modeling (SEM) and multiple regression (MR)by testing a model of commitment in a B-to-C e-commerce travel context, elucidating applications of these two popular methods in tourism research. Based on the findings, it is indicated that only two significant relationships are justified by MR. In comparison, SEM results uncover more statistically significant relationships after the "best-fitting" measurement model with model D being the "best-fitting" model. There is found support for some empirical limitations of MR etc. |
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