CAUSAL MODELING OF WEB-ADVERTISING EFFECTS BY IMPROVING SEM BASED ON DEMATEL TECHNIQUE

Pao-Lien Wei (), Jen-Hung Huang, Gwo-Hshiung Tzeng () and Shwu-Ing Wu ()
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Pao-Lien Wei: Department of Management Science, National Chiao Tung University, 1001, Ta-Hsueh Road, Hsinchu 300, Taiwan
Jen-Hung Huang: Department of Management Science, National Chiao Tung University, 1001, Ta-Hsueh Road, Hsinchu 300, Taiwan
Gwo-Hshiung Tzeng: Institute of Project Management, Kainan University, No. 1, Kainan Road, Luchu, Taoyuan 338, Taiwan;
Shwu-Ing Wu: Department of Business Administration, National Chin-Yi University of Technology, 35, Lane 215, Section 1, Chungshan Road, Taiping, Taichung, Taiwan

International Journal of Information Technology & Decision Making (IJITDM), 2010, vol. 09, issue 05, 799-829

Abstract: Causal analysis greatly affects the efficiency of decision-making. Scholars usually adopt structural equation modeling (SEM) to establish a causal model recently. However, statistical data allow researchers to modify the model frequently to arrive at good model fitness, and SEM is often misapplied when the data are merely fitted to an SEM and the theory is then extended from the analytical result based on presumed hypotheses. This paper proposed SEM modified by DEMATEL technique, taking causal model of Web-advertising effects for example. Having revealed that the new model is the one that conforms to actual data and is better than initial model, the results confirm that the DEMATEL technique can be an efficient, complementary, and confident approach for reprioritization of the amended modes in a SEM model. In addition, the most important factor affecting the Web-advertising effects may be found via the modified model, which benefits the manager for making strategic marketing plans.

Keywords: Web-advertising effects; structural equation modeling (SEM); DEMATEL; multiple criteria decision making (MCDM); network relation map (NRM) (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (9)

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DOI: 10.1142/S0219622010004032

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