1 Introduction
2 Using PLS-SEM on DCE data
2.1 Discrete choice modeling and linear probability model estimation
2.2 The use of categorical and DCE data in PLS-SEM
3 Illustration
3.1 DCE data
3.2 Using PLS-SEM to analyze DCE data in DCM
Measurement models | Structural model | ||||
---|---|---|---|---|---|
Indicators | Outer weights | Indicators | Outer weights | Relationships | Inner weights |
attr
1.1
| − 0.849 |
attr
7.1
| 1.000 | ATTR1 → CHOICE | − 0.063 |
attr
1.2
| − 0.213 |
attr
8.1
| 1.000 | ATTR2 → CHOICE | 0.134 |
attr
1.3
| 0.493 |
attr
9.1
| 1.000 | ATTR3 → CHOICE | − 0.037 |
attr
1.4
| 0.569 |
attr
10.1
| 1.000 | ATTR4 → CHOICE | − 0.086 |
attr
2.1
| − 0.710 |
attr
11.1
| 1.000 | ATTR5 → CHOICE | − 0.032 |
attr
2.2
| − 0.365 |
attr
12.1
| − 0.763 | ATTR6 → CHOICE | − 0.013 |
attr
2.3
| 0.297 |
attr
12.2
| 0.003 | ATTR7 → CHOICE | − 0.025 |
attr
2.4
| 0.779 |
attr
12.3
| − 0.100 | ATTR8 → CHOICE | − 0.006 |
attr
3.1
| 1.000 |
attr
12.4
| 0.861 | ATTR9 → CHOICE | − 0.075 |
attr
4.1
| 1.000 |
attr
13.1
| 0.454 | ATTR10 → CHOICE | − 0.148 |
attr
5.1
| 1.000 |
attr
13.2
| − 0.899 | ATTR11 → CHOICE | − 0.056 |
attr
5.2
| − 0.342 |
attr
13.3
| − 0.110 | ATTR12 → CHOICE | 0.065 |
attr
5.3
| − 0.331 |
attr
13.4
| 0.555 | ATTR13 → CHOICE | 0.032 |
attr
5.4
| − 0.326 |
attr
14.1
| 1.000 | ATTR14 → CHOICE | − 0.017 |
attr
6.1
| − 0.470 |
choice
| 1.000 | ||
attr
6.2
| − 0.510 | ||||
attr
6.3
| 0.059 | ||||
attr
6.4
| 0.921 |
Attribute | Attribute level | Conditional logit model | PLS-SEM rescaled total effects | Delta* | |
---|---|---|---|---|---|
ATTR
1
| Retailer |
attr
1.1
| 0.135 | 0.124 | 0.011 |
attr
1.2
| 0.038 | 0.031 | 0.007 | ||
attr
1.3
| − 0.092 | − 0.072 | − 0.020 | ||
attr
1.4
| − 0.082 | − 0.083 | 0.002 | ||
ATTR
2
| Staff product knowledge |
attr
2.1
| − 0.279 | − 0.219 | − 0.059 |
attr
2.2
| − 0.124 | − 0.113 | − 0.011 | ||
attr
2.3
| 0.094 | 0.092 | 0.002 | ||
attr
2.4
| 0.310 | 0.240 | 0.069 | ||
ATTR
3
| Staff professionalism |
attr
3.1
| − 0.081 | − 0.074 | − 0.008 |
attr
3.2
| 0.081 | 0.074 | 0.008 | ||
ATTR
4
| Independence of advice |
attr
4.1
| − 0.161 | − 0.173 | 0.012 |
attr
4.2
| 0.161 | 0.173 | − 0.012 | ||
ATTR
5
| Opening days |
attr
5.1
| − 0.108 | − 0.073 | − 0.035 |
attr
5.2
| 0.039 | 0.025 | 0.014 | ||
attr
5.3
| 0.013 | 0.024 | − 0.011 | ||
attr
5.4
| 0.055 | 0.024 | 0.031 | ||
ATTR
6
| Opening hours |
attr
6.1
| − 0.004 | 0.015 | − 0.019 |
attr
6.2
| 0.027 | 0.016 | 0.012 | ||
attr
6.3
| − 0.016 | − 0.002 | − 0.015 | ||
attr
6.4
| − 0.006 | − 0.029 | 0.022 | ||
ATTR
7
| Store presentation |
attr
7.1
| − 0.055 | − 0.049 | − 0.006 |
attr
7.2
| 0.055 | 0.049 | 0.006 | ||
ATTR
8
| Store branding |
attr
8.1
| − 0.025 | − 0.013 | − 0.012 |
attr
8.2
| 0.025 | 0.013 | 0.012 | ||
ATTR
9
| Product range |
attr
9.1
| − 0.141 | − 0.150 | 0.009 |
attr
9.2
| 0.141 | 0.150 | − 0.009 | ||
ATTR
10
| Stock availability |
attr
10.1
| − 0.257 | − 0.297 | 0.039 |
attr
10.2
| 0.257 | 0.297 | − 0.039 | ||
ATTR
11
| On farm delivery |
attr
11.1
| − 0.105 | − 0.112 | 0.007 |
attr
11.2
| 0.105 | 0.112 | − 0.007 | ||
ATTR
12
| Professional advisory service |
attr
12.1
| − 0.155 | − 0.114 | − 0.041 |
attr
12.2
| 0.009 | 0.000 | 0.008 | ||
attr
12.3
| − 0.031 | − 0.015 | − 0.016 | ||
attr
12.4
| 0.177 | 0.129 | 0.048 | ||
ATTR
13
| Payment terms |
attr
13.1
| 0.027 | 0.034 | − 0.007 |
attr
13.2
| − 0.077 | − 0.067 | − 0.010 | ||
attr
13.3
| − 0.016 | − 0.008 | − 0.008 | ||
attr
13.4
| 0.067 | 0.042 | 0.026 | ||
ATTR
14
| Late payment fee |
attr
14.1
| − 0.042 | − 0.034 | − 0.009 |
attr
14.2
| 0.042 | 0.034 | 0.009 | ||
Absolute average delta | 0.019 |
3.3 Results Comparison and Discussion
Attribute | Description | Importance weights | Delta 1* | Delta 2** | ||
---|---|---|---|---|---|---|
Conditional logit model (%) | PLS-SEM rescaled total effects (%) | PLS-SEM inner model (%) | ||||
ATTR1 | Retailer | 7.02 | 6.40 | 7.98 | 0.62 | − 0.96 |
ATTR2 | Staff product knowledge | 18.22 | 14.20 | 16.98 | 4.02 | 1.24 |
ATTR3 | Staff professionalism | 5.01 | 4.58 | 4.69 | 0.43 | 0.32 |
ATTR4 | Independence of advice | 9.96 | 10.71 | 10.90 | − 0.74 | − 0.94 |
ATTR5 | Opening days | 5.04 | 3.03 | 4.06 | 2.01 | 0.98 |
ATTR6 | Opening hours | 1.33 | 1.39 | 1.65 | − 0.06 | − 0.32 |
ATTR7 | Store presentation | 3.40 | 3.03 | 3.17 | 0.37 | 0.23 |
ATTR8 | Store branding | 1.55 | 0.80 | 0.76 | 0.74 | 0.79 |
ATTR9 | Product range | 8.73 | 9.28 | 9.51 | − 0.56 | − 0.78 |
ATTR10 | Stock availability | 15.90 | 18.38 | 18.76 | − 2.48 | − 2.86 |
ATTR11 | On farm delivery | 6.50 | 6.93 | 7.10 | − 0.43 | − 0.60 |
ATTR12 | Professional advisory service | 10.27 | 7.52 | 8.24 | 2.75 | 2.03 |
ATTR13 | Payment terms | 4.46 | 3.37 | 4.06 | 1.08 | 0.40 |
ATTR14 | Late payment fee | 2.60 | 2.10 | 2.15 | 0.50 | 0.45 |