INSTRUCTIONS ON HOW TO ANALYZE REGULATING VARIABLES IN CB SEM MODEL USING AMOS
♠ To better understand moderating variables, you can refer to Moderation page 361, book number 2 on the topic of statistical analysis published by Oxford University in 2013. Authors Marsh, H. W., Hau, K. T. , Wen, Z., Nagengast, B., and Morin gave details about the impact of moderator variables in the causal model. For example, to determine whether the cause-and-effect relationship between Brand Loyalty and Repeat Purchase Intention is influenced by Gender? And specifically how does it affect this relationship? Gender now acts as a moderating variable that directly affects the linear relationship between Brand Loyalty and Repeat Purchase Intention.
♠ To evaluate the moderator variable we need to go through the INT variable, INT variable = Gioi_tinh*LY. Consider the influence of INT and conclude about moderating variables. Specifically:
INT = Interation (Interaction)
The research model is as follows:
Including the moderator variable INT (INT = LY*Gender) into the research model, remember to include the Gender variable as well.
The moderator variable analysis model is as follows:
The results of P-value analysis show that INT does not have a significant influence on RI (Repeat Purchase Intention). Therefore, it is concluded that Gender does not influence the cause and effect relationship between LY and RI.
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