1. Social Media Marketing Research 社會媒體行銷研究 1 1002SMMR09 TMIXM1A Thu 7,8 (14:10-16:00) L511 Confirmatory Factor Analysis Min-Yuh Day 戴敏育 Assistant Professor 專任助理教授 Dept. of Information Management, Tamkang University Dept. of Information ManagementTamkang University 淡江大學 淡江大學 資訊管理學系 資訊管理學系 http://mail. tku.edu.tw/myday/ 2012-05-10

2. 週次 日期 內容（ Subject/Topics ） 1 101/02/16 Course Orientation of Social Media Marketing Research 2 101/02/23 Social Media: Facebook, Youtube, Blog, Microblog 3 101/03/01 Social Media Marketing 4 101/03/08 Marketing Research 5 101/03/15 Marketing Theories 6 101/03/22 Measuring the Construct 7 101/03/29 Measurement and Scaling 8 101/04/05 教學行政觀摩日 (--No Class--) 9 101/04/12 Paper Reading and Discussion 課程大綱 ( Syllabus) 2

3. 週次 日期 內容（ Subject/Topics ） 10 101/04/19 Midterm Presentation 11 101/04/26 Exploratory Factor Analysis 12 101/05/03 Paper Reading and Discussion 13 101/05/10 Confirmatory Factor Analysis 14 101/05/17 Paper Reading and Discussion 15 101/05/24 Communicating the Research Results 16 101/05/31 Paper Reading and Discussion 17 101/06/07 Term Project Presentation 1 18 101/06/14 Term Project Presentation 2 課程大綱 ( Syllabus) 3

4. Outline Confirmatory Factor Analysis (CFA) – Structured Equation Modeling (SEM) Covariance based SEM – LISREL Partial-least-squares (PLS) based SEM – PLS 4

5. Types of Factor Analysis Exploratory Factor Analysis (EFA) – is used to discover the factor structure of a construct and examine its reliability. It is data driven. Confirmatory Factor Analysis (CFA) – is used to confirm the fit of the hypothesized factor structure to the observed (sample) data. It is theory driven. 5 Source: Hair et al. (2009), Multivariate Data Analysis, 7th Edition, Prentice Hall

6. Structural Equation Modeling (SEM) Structural Equation Modeling (SEM) techniques such as LISREL and Partial Least Squares (PLS) are second generation data analysis techniques 6 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

7. Data Analysis Techniques Second generation data analysis techniques – SEM PLS, LISREL – statistical conclusion validity First generation statistical tools – Regression models: linear regression, LOGIT, ANOVA, and MANOVA 7 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

8. The TAM Model 8 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

9. Structured Equation Modeling (SEM) Structural model – the assumed causation among a set of dependent and independent constructs Measurement model – loadings of observed items (measurements) on their expected latent variables (constructs). 9 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

10. Structured Equation Modeling (SEM) The combined analysis of the measurement and the structural model enables: – measurement errors of the observed variables to be analyzed as an integral part of the model – factor analysis to be combined in one operation with the hypotheses testing SEM – factor analysis and hypotheses are tested in the same analysis 10 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

11. Use of Structural Equation Modeling Tools 1994-1997 11 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

12. SEM models in the IT literature Partial-least-squares-based SEM – PLS Covariance-based SEM – LISREL 12 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

13. Comparative Analysis between Techniques 13 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

14. Capabilities by Research Approach 14 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

15. TAM Model and Hypothesis 15 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

16. TAM Causal Path Findings via Linear Regression Analysis 16 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

17. Factor Analysis and Reliabilities for Example Dataset 17 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

18. TAM Standardized Causal Path Findings via LISREL Analysis 18 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

19. Standardized Loadings and Reliabilities in LISREL Analysis 19 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

20. TAM Causal Path Findings via PLS Analysis 20 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

21. Loadings in PLS Analysis 21 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

22. AVE and Correlation Among Constructs in PLS Analysis 22 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

23. Generic Theoretical Network with Constructs and Measures 23 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

24. Number Of Covariance-based SEM Articles Reporting SEM Statistics in IS Research 24 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

25. Number of PLS Studies Reporting PLS Statistics in IS Research (Rows in gray should receive special attention when reporting results) 25 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

26. 26 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

27. 27 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

28. 28 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

29. The holistic analysis that SEM is capable of performing is carried out via one of two distinct statistical techniques: 1. covariance analysis – employed in LISREL, EQS and AMOS 2. partial least squares – employed in PLS and PLS-Graph 29 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

30. Comparative Analysis Based on Statistics Provided by SEM 30 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

31. Comparative Analysis Based on Capabilities 31 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

32. Comparative Analysis Based on Capabilities 32 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

33. Heuristics for Statistical Conclusion Validity (Part 1) 33 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

34. Heuristics for Statistical Conclusion Validity (Part 2) 34 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

35. 35 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

36. 36 Source: Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000)

37. Gefen, David and Straub, Detmar (2005) "A Practical Guide To Factorial Validity Using PLS-Graph: Tutorial And Annotated Example," Communications of the Association for Information Systems: Vol. 16, Article 5. Available at: http://aisel.aisnet.org/cais/vol16/iss1/5 37 Source: Gefen, David and Straub, Detmar (2005)

38. PLS-Graph Model 38 Source: Gefen, David and Straub, Detmar (2005)

39. Extracting PLS-Graph Model 39 Source: Gefen, David and Straub, Detmar (2005)

40. Displaying the PLS-Graph Model 40 Source: Gefen, David and Straub, Detmar (2005)

41. PCA with a Varimax Rotation of the Same Data 41 Source: Gefen, David and Straub, Detmar (2005)

42. Correlations in the lst file as compared with the Square Root of the AVE 42 Source: Gefen, David and Straub, Detmar (2005)

43. Summary Confirmatory Factor Analysis (CFA) & Structured Equation Modeling (SEM) Covariance based SEM – LISREL Partial-least-squares (PLS) based SEM – PLS 43

44. References Joseph F. Hair, William C. Black, Barry J. Babin, Rolph E. Anderson (2009), Multivariate Data Analysis, 7th Edition, Prentice Hall Gefen, David; Straub, Detmar; and Boudreau, Marie-Claude (2000) "Structural Equation Modeling and Regression: Guidelines for Research Practice," Communications of the Association for Information Systems: Vol. 4, Article 7. Available at: http://aisel.aisnet.org/cais/vol4/iss1/7 Straub, Detmar; Boudreau, Marie-Claude; and Gefen, David (2004) "Validation Guidelines for IS Positivist Research," Communications of the Association for Information Systems: Vol. 13, Article 24. Available at: http://aisel.aisnet.org/cais/vol13/iss1/24 Gefen, David and Straub, Detmar (2005) "A Practical Guide To Factorial Validity Using PLS-Graph: Tutorial And Annotated Example," Communications of the Association for Information Systems: Vol. 16, Article 5. Available at: http://aisel.aisnet.org/cais/vol16/iss1/5 44