Rigdon, Edward E.; Ringle, Christian M.; Sarstedt, Marko - In: Review of marketing research : Volume 7, (pp. 255-296). 2010
Alongside structural equation modeling (SEM), the complementary technique of partial least squares (PLS) path modeling helps researchers understand relations among sets of observed variables. Like SEM, PLS began with an assumption of homogeneity – one population and one model – but has...