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Seminar 8: Structural Equation Modelling using Smart PLS

Researchers are facing an explosion of data. Structural Equation Modelling (SEM) is one of the most useful statistical analysis techniques for modelling and understanding human behaviour. SEM combines factor analysis and regression to test models of human behaviour. SEM examines relationships among measured variables and latent variables and between latent variables. SmartPLS is a form of SEM that is more flexible and easier to apply compared to previous methods.

The course will cover the following:

  • Introduction to Structural Equation Modelling using SmartPLS.
  • When to use Structural Equation Modelling and when to avoid using it.
  • An example of research applying SmartPLS effectively.


Alex Zarifis
Department of Management and MIS, School of Business

Dr Alex Zarifis has taught and carried out research at several universities including the University of Cambridge and the University of Manchester. He obtained his PhD from the University of Manchester. His research interests are in e-business, particularly trust and information privacy. He researches consumer trust in the sharing economy, artificial intelligence, virtual worlds, Fintech and blockchain. His research has featured in journals such as Computers in Human Behavior, Internet Research and Information Technology & People. He has also been editor for several journals including Electronic Markets: The International Journal on Networked Business.

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