I tested my conceptual model accross two product categories (soft drinks and fruit juices), and I want to conduct a multigroup analysis between soft drinks model and fruit juices model to see if there is significant differences between the relationships.
How do I do this using smartpls?
Is it the same way as we do when we conduct multigroup analysis between male and female; younger and older consumers?
I am looking forward to receiving your reply,
PLS is broadly applied in modern business research. This forum is the right place for discussions on the use of PLS in the fields of Marketing, Strategic Management, Information Technology etc.
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