How to measure use behavior ? reflective or formative?
Posted: Fri May 20, 2016 6:13 am
Hi everyone!
By convention single item measures are reflective in PLS path model. what about use behavior measured with a single item usage frequency . Should i measure it formatively or reflectively? I am using UTAUT model and use behavior as one of the DV.
Thanks in advance.
By convention single item measures are reflective in PLS path model. what about use behavior measured with a single item usage frequency . Should i measure it formatively or reflectively? I am using UTAUT model and use behavior as one of the DV.
Thanks in advance.