SPSS

1.

Sharma Subhash, Richard M. Durand; Oded Gur-Arie(1981). Identification and analysis of moderator
variables. JMR, Journal of Marketing Research. 18(3), 291-299.

2.

Baron M. Reuben and David A. Kenny(1986). The Moderator-Mediator Variable Distinction in Social
Psychological Research: Conceptual, Strategic, and Statistical Considerations Journal of Personality and
Social Psychology. 51(6), 1173-1182.

3.

Kenny D. A. & C. M. Judd (1984). Estimating the nonlinear and interactive effects of latent variables.
Psychological Bulletin. 96(1), 201~210.

4.

Aiken S. Leona, Stephen G. West (1991). Multiple Regression: Testing and Interpreting Interactions.
Newberry Park, CA: Sage.

5.

Schumacker E. Randall, George A. Marcoulides (1998). Interaction and Nonlinear Effects in Structural
Equation Modeling. Lawrence Erlbaum Associates.

6.

Cohen Jacob, Patricia Cohen, Stephen G. West, Leona S. Aiken(2003). Applied Multiple
Regression/Correlation Analysis for the Behavioral Sciences. Hillsdale NJ: Erlbaum.

7.

Chin W.W., Marcolin, B., Newsted P.R.. A Partial Least Squares Latent Variable Modeling Approach for
Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and Voice Mail
Emotion/Adoption Study. Proceedings of the Seventeenth International Conference on Information Systems,
1996: 21-41.

8.

Jaccard J., R. Turrisi, and C. Wan (1990). Interaction Effects in Multiple Regression. Newberry Park, CA:
Sage

9.

Jonsson Fan Yang. (1998). Modeling interaction and nonlinear effects: a step-by-step LISREL example. In
R. E. Schumacker & G. A. Marcoulides (Eds.), Interaction and nonlinear effects in structural equation
modeling (pp. 17-42). Mahwah, NJ: Lawrence Erlbaum Associates, Inc.

(moderator)

(suppressor)(distorter)

1.
2.

(Moderator)

(Mediator)
(Intervening variable)

(Mediator)

10


(Ajzen and Fishbein, Theory of Plan Behavior, TPB)
Normative Beliefs
&
Motivation to
Comply

Subjective
Norm

Behavioral Beliefs
&
Outcome
Evaluation

Attitude
Toward the

Control Beliefs
&
Perceived
Facilitation

Perceived
Behavioral
Control

Behavior

Behavior
Intention

Actual
Behavior

11


CTO

CPO

ITC

Market
Performance

Market
Orientation

Financial
Performance

Competitive
Environment

MT

CI

TT
12

M=aX----------1

Y=cX-----------2

Y=bM+cX------3

123
b3c
2c

c
0

13

MP= aMO--------------1

FP= cMO---------------2

FP= bMP+cMO------3

a
Market
Orientation

MP

ac3b
cc

c
0

Market
Performance

b
Financial
Performance

c
14

a,b
X

c
M
a
X

b
c

c
Y

Sobel

YX

15

Sobel (1986)
Sobel

z = ab / SEab
SEab = a SE a + b SE
2

2
b

ab
SEaSEbab
=0.05z>1.96
16


AmosSEMa

bc
MOFP
MP

Market
Performance

a
Market
Orientation

b
c

Financial
Performance
17

18

Case1
XM

Y
2-way

ANOVAXM

Technical
Turbulence

Market
Orientation

Financial
Performance
19

Case1(cont.)

20

Case2

XM
Y

()

r1r2
Zr1r2

(tLevene F )

21

Case2
:

()

(Baron, 1986)

z=

(b1 b2 )
2
b1

se

+ seb 2

22

Case3

XMY

Xdummy variables

Y=X+M+XM ()

SPSSYXM
XMR2
M
F( k2 k1 , N k2 1)

( R22 R12 ) / (k2 k1 )

=
(1 R22 ) / ( N k2 1)
23

Case4

XMY

1.

Mcase2

2.

case3

3.

b1 (ps: TTMO
mean centre)
Technical
Turbulence
Market
Orientation

MOTT

Financial
Performance

b1
24

(M)

(X)

(ANOVA)

Dummy
Y=aX+bM+cXM+e

r1
r2Z

XM
1.YXM
R12
(XM2
)
2.YXMXM
R22R22R12
M
25

(Amos17.0)

26

1.

2.

27


Amos

AmosManage

Models
B1=B2
Technical
Turbulence

Market
Orientation

B1=B2

Financial
Performance

28


(Kenny & Judd, 1984)
e1
e2

e3
e4
e5
e6
e7
e8

1
1
1
1

a1
Antecedent

a2

err

B1

m1

y10
y11

Moderator

Consequence

B2

m2

B3

a1m 1

y12
y13

1
1
1
1

e10
e11
e12
e13

a1m 2
A*M
a2m 1
a2m 2

1
29


SPSS

Amos
Technical
Turbulence
Financial
Performance

Market
Orientation
TTMO

B3

30

()
e8
e7
e6

1
ITOAVG

1
CPOAVG

e11
e10
e9

1
CTOAVG

1
1
1

e14
e13
e12
e15
e16
e17
e18
e19
e20

1
1
1
1
1
1
1
1
1

TT3
1

TT2

FP1

e5

TT1

1
FP2

cc

e1

e2

1
FP3

cb

e3

ca

B3

FP4

e4

bc

bb
ba
ac
ab
aa

31

()

e8
e7
e6

1
ITOAVG
CPOAVG

e11
e10
e9

1
CTOAVG

1
1
1

FP1
e5

1
1

FP2

TT3

e2

1
FP3

TT2

e3

1
FP4

TT1

e1

e4

32


1.

B3
()

2.

R2R2
R2 (F)

( R22 R12 ) / (k2 k1 )

F=
2
(1 R2 ) / ( N k2 1)

3.

AMOSB3=0

33


XM

XM
XM

SEM

34

Factor Score Weight

(Jonsson, Fan Yang, 1998)
1.

CFA
e3
e2
e1
e7
e6
e5
e4
e10
e9
e8

1
1
1

1
1
1
1

1
1
1

TT3
TT2

TT

TT1
FP 4
FP 3
FP 2

FP
1

FP 1
CTO
CP O

MO

ITC
35

Factor score weight

(Jonsson, Fan Yang, 1998)
2.

36

Factor score weight

(Jonsson, Fan Yang, 1998)
3.

()
power test
chi-square=13.817

chi-square=2.335

dgree of freedom=3

dgree of freedom=2
TTmc

TTmc

E1

E1

.06

-.05

.07

-.05
.05
.11

MOmc

FPmc

.02
.12

MOmc

.20

FPmc

.00

TTMOmc

TTMOmc
37


Partial Least Square regression (PLS)

38

Partial least square (PLS)

39

40


(M)

(M)

1.

1.

XY

1. XY

2.

2.

2.

3.

3.

XY

3. XY

4.

4.

Y =aM +bM +cXM +e1

4. M

=aX +e2

5.

5.

X,MY,M
X

5. Y

=cX +bM +e3

6.

6.

YX
()

6. MXY

X
Y
41


(M)

(M)

7.

MXY

7.

MXY
(
)

7.

MXY

8.

8.

8.

ab

9.

9.

^c

9.

^a ^b

10.

10. c

11.

11. 11.

c
(t);
(F)

10. ab

Sobel

42

43

SPSS & Amos

44

Thank You

http://www.sinter.com.tw/SPSS
45