• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (Since 2015)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms Jessica C. Xiao
    • Abstracting/ Indexing: Engineering & Technology Library,  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, Crossref, and ProQuest.
    • E-mail: joebm@ejournal.net
JOEBM 2016 Vol.4(5): 410-417 ISSN: 2301-3567
DOI: 10.18178/joebm.2016.4.5.427

Partial Least Squares Modeling in Marketing Research: A Tailor-Made Model of Wine e-Commerce Consumers in Switzerland

Bernard Morard and Dimitri Simonin
Abstract— The purpose of this study is to present a new approach to consumer behavior analysis by generating a tailor-made consumer behavior model. The study’s area of focus is wine e-commerce on the Swiss market. As a design methodology, the authors sent an electronic survey to local wine consumers in Switzerland. They analyzed a final sample size of n = 69 by means of the PLS Assistant 3.0 software (Morard and Jeannette, 2007). The software computed the data based on a partial least squares path modeling (PLS-PM) analysis, which selected the four axes that had the highest potential to explain e-consumers’ behavior with respect to purchasing wine on the Swiss market. This approach generated an optimal consumer behavior model. The research implication of the study lies in showing how a tailor-made model can be built for a particular market. Moreover, the choice of Switzerland as the field of study creates a more multifaceted challenge. This study is original in demonstrating a different approach toward determining a specific market’s consumer behavior. The model’s tailor-made aspect comes from using a PLS-PM analysis instead of the normal structural equation modeling (SEM) analysis. The authors created the model from scratch – in other words, without using explicit models to explain the study data. With regard to the study’s practical implications, local SMEs active in wine e-commerce would benefit from the recommendations to improve their offers and develop their activities further. The study also shows marketing researchers the utility of using PLS-PM in their market research field.

Index Terms— Consumer behavior, e-commerce, optimal marketing model, partial least squares path modeling (PLS-PM), structural equation modeling (SEM), Swiss wine market.

The authors are with the Faculty of Economics & Management, University of Geneva, Geneva, Switzerland (e-mail: bernard.morard@unige.ch, dimitri.simonin@outlook.com).

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Cite: Bernard Morard and Dimitri Simonin, " Partial Least Squares Modeling in Marketing Research: A Tailor-Made Model of Wine e-Commerce Consumers in Switzerland," Journal of Economics, Business and Management vol. 4, no. 5, pp. 410-417, 2016.

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