It can be said that only 8.9% of REPUT’s effect on LOYAL can be explained via the SATIS mediator. Mediation analysis results are presented in Figure 96. Once the significance of the indirect effect is established, the strength of the mediator can be examined through the use of total effect 103 and variance account for (VAF). This 2-step procedure is performed twice first for testing the hypothesis six (H 6) and then subsequently for hypothesis seven (H 7). This is accomplished by following the Preacher and Hayes (2008) procedure 97, which involves the use of bootstrapping in a 2-step procedure: (i) the significance of direct effect is first checked 98 using bootstrapping without the presence of the mediator SATIS in the model 99, and (ii) the significance of indirect effect” 9 and associated T-Values- are then checked using the path coefficients when the mediator SATIS is included in the model 192. To gain a better understanding of the role of SATIS in our model, its potential mediating effect on the linkage between REPUT and LOYAL (see Figure 92), and those between PRICE and LOYAL (see Figure 93) are examined in Susan’s research. The relationships among constructs in PLS-SEM can be complex and not always straightforward. ![]() Customer Satisfaction (SATIS) as a Mediator
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