I know this is a very very rudimentary question (forgive me). However the more I read the more I get confused.
In my model, I use PMT theory to guide my study. PMT studies which studied risk found that risk influences intentions.
And a recent study found that image mediates risk and intentions (a study not guided by PMT)
However in my study (guided by PMT) I propose testing two direct relationships: risk --> image and image --> intentions.
(1) Am I conducting theory testing or theory development?
If anyone could oblige me, I would great appreciate (2) an explanation on the difference between theory development and theory testing.
Thanks so much!
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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