Multiple Comparison and Cross-Validation in Structural Equation Models
- Youjae Yi, Kent Nassen
- Developments in Marketing Science
Over the last decade, structural equation models have been used by many marketing researchers (e.g., Fornell 1987). Nevertheless, relatively few studies have addressed the question of how structural equation models should be evaluated (cf. Bagozzi 1981; Fornell and Larcker 1981). Furthermore, many of these studies have focused mainly on the statistical problems with current modeling procedures (Bagozzi and Yi 1988). The purpose of this paper is to investigate the issues in evaluating structural equation models from a different perspective based on the principles of scientific inferences.