Comparative Assessment of Structural Equation Modeling and Multiple Regression Research Methodologies: E-commerce Context

Keywords

structural equation modeling (SEM), nultiple regression, tourism research, online commitment, e-commerce research

Abstract

Structural equation modeling (SEM) is a powerful statistical technique that establishes measurement models and structural models. On the other hand, multiple regression (MR) is considered a sophisticated and well-developed modeling approach to data analysis with a history of more than 100 years. This paper empirically compares SEM and MR by testing a model of commitment in a B-to-C e-commerce travel context, shedding light on applications of these two popular methods in tourism research. The findings indicate that only two significant relationships are justified by MR. In comparison, SEM results reveal more statistically significant relationships after the “best-fitting” measurement model with model D being the “best-fitting” model. The findings support some key empirical limitations of MR as a widely used statistical technique in the tourism research.

Publication Date

4-11-2009

Original Citation

Nusair, K. & Hua, N. (2010). Comparative Assessment of Structural Equation Modeling and Multiple Regression Research Methodologies: E-commerce Context. Tourism Management. 31(3), 314-324.

Number of Pages

314-324

Document Type

Paper

Language

English

Source Title

Tourism Management

Volume

31

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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