News: Forschung


15.06.2020 -

Prof. Dr. Marko Sarstedt will act as co-speaker at the International Forum “Current Advances in Partial least Squares Structural Equation Modeling & Methodological Matters.” Download the flyer here.

Date: 25 June 2020 (Thursday)

Time: 9:00 PM – 11:00 PM (German time)

Registration: (Make sure you adhere to the terms and conditions)

Platform: GotoWebinar hosted by Emerald Publishing and Sarawak Research Society

Admission: A confirmation email to join the Webinar from Emerald Publishing will be sent to you in 3 days after registration

Fee: There is no registration fee. Donation (optional) to support COVID-19 relief is welcome. Please upload the Donation Proof on the registration form or email to us (

Targets: Students, researchers, academics and practitioners who aspire to know and learn about PLS-SEM

Certificate of Attendance : E-certificate will be given by Emerald Publishing after the forum

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New paper published in Journal of Business Research

11.06.2020 -

We are happy to announce the first paper of Frauke Kühn together with her co-authors Marcel Lichters and Nina Krey ‘The touchy issue of produce: Need for touch in online grocery retailing‘. In two studies, consumers rate their perception of produce offered in an online shop. Results demonstrate that high-NFT consumers express higher quality concerns and lower affective response to online offered produce. This negative influence of NFT is stronger if consumers use indirect compared to direct touch interfaces. Further, NFT influences WTP difference between offline and online offered produce. A third study proposes a solution through online videos as visual design features. Displaying haptic evaluations of high-touch diagnostic produce by other consumers successfully negates NFT’s adverse influences.
Check out the paper at:

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New paper published in European Business Review

10.06.2020 -

We are happy to announce the publication of Mandy Pick's first paper ‘Psychological Ownership in Social Media Influencer Marketing‘.

In an online study she examines: first, the impact of consumers’ perceived influencer credibility (IC), using the source credibility model in respect of purchase intention, attitude towards advertising and product; second, the impact of the organizational behavior concept psychological ownership (PO) on consumer behavior by showing that the concept has significant positive effects on attitude towards the product and purchase intention like in prior research; third, the perceived connection and relationship between the influencer and consumer to understand the relations. Her results show that perceived IC serves as a significant criterion, determining purchase intention, attitude towards advertising and product, while contributing an instrument for transferring convincing messages, which increase the perceived connection to the influencer and the PO feeling for a product and, thus, influence consumer behavior positively. Theories on source credibility and a connection to the PO concept allowed to develop a framework to assess the importance of IC and its influence on consumers’ perception of the products that influencers advertise to better understand the interactions in the influencer marketing context.

Check out the paper at:

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New paper published in Decision Sciences

25.05.2020 -

We are happy to announce the publication of our newest article titled “Prediction: Coveted, Yet Forsaken? Introducing a Cross‐Validated Predictive Ability Test in Partial Least Squares Path Modeling” in Decision Sciences. Authored by Benjamin Liengaard (Aarhus University), Pratyush N. Sharma (University of Alabama), G. Tomas M. Hult (Michigan State University), Morten B. Jensen (Aarhus University), Marko Sarstedt (OVGU), Joseph F. Hair (University of South Alabama), and Christian M. Ringle (Hamburg University of Technology), the paper introduces the cross‐validated predictive ability test (CVPAT) to conduct a pairwise comparison of predictive power of competing models in partial least squares structural equation modeling. Monte Carlo simulation studies substantiate its performance and an example using the well‐known American Customer Satisfaction Index model substantiates CVPAT’s practical utility. Check out the paper at:

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New paper published in Journal of Business Research

01.04.2020 -

We are happy to announce the publication of our newest article “Model selection uncertainty and multimodel inference in partial least squares structural equation modeling (PLS-SEM)” in Journal of Business Research. Authored by Nicholas Danks (National Tsing Hua University, Taiwan), Pratyush N. Sharma (University of Delaware, USA) and Marko Sarstedt (OVGU), we examine the efficacy of Akaike weights for model selection tasks in partial least squares structural equation modeling (PLS-SEM). We find that Akaike weights derived from BIC and GM are well suited for separating incorrectly specified from correctly specified models, and that Akaike weights based on AIC are useful for creating model-averaged predictions under conditions of model selection uncertainty.

You can download the article free of charge until May 14, 2020 at

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