A Review of the Use of PLS-SEM in Neuromarketing Research
Revisión del uso del PLS-SEM en las investigaciones sobre neuromarketing
DOI:
https://doi.org/10.33732/ixc/13/02AreviePalabras clave:
análisis de resultados, métodos de investigación empírica, modelos de ecuaciones estructurales, neuromarketing, PLS-SEM, revisiónResumen
Una parte importante en las investigaciones en neuromarketing es la metodología utilizada para el análisis estadístico con el fin de comprender, explicar y predecir el comportamiento de los consumidores. Esta investigación analiza el uso del método PLS-SEM en este ámbito. Un total de 20 artículos, que emplearon al menos una técnica de neuromarketing y realizaron análisis PLS-SEM, se encontraron en las principales bases de datos (i.e., WOS, Scopus y otros). Se observa que a menudo no se utiliza enfoque adecuado para el muestreo y el tratamiento de muestras pequeñas. También se encuentran problemas con la aplicación apropiada de los procedimientos comunes de análisis PLS-SEM para la evaluación de los modelos externo e interno, así como con la aplicación de métodos avanzados. Los futuros estudios deberían evaluar la idoneidad de utilizar un enfoque PLS-SEM, según el objetivo de investigación que apoye dicho método, las condiciones que apoyen su uso y sus limitaciones. Se proporcionan directrices a los investigadores sobre cuándo el PLS-SEM es una herramienta de investigación apropiada en neuromarketing, qué herramientas analíticas deben utilizar y cómo validar y comunicar los resultados.
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