How to interpret moderation results
Posted: Wed Jan 02, 2019 8:01 pm
Hi everyone,
I have a model with the following variables:
- Independent Variable: Transparency
- Mediators: Trust & Reputation
- Moderators: Awareness
- Dependent Variables: Purchase intention & Brand attitude
Following the literature of Hair et al. (2016) I have assessed my model with the advice proposed and everything fits accordingly. However, I am not sure how to interpret some aspects of moderation in my model. When looking for R squared and the path coefficients with its p-values, should I also look at the relationship between ''awareness-->reputation'' for example? Or solely at ''Moderating effect 1--> reputation'' for example?
In other words, should I ignore ''awareness-->corresponding variable'' in the table or not? In my mind it's not logical to look at that because I am only interested in the moderated effect I created in SMARTPLS.
I have attached a screenshot of my model.
Thank you in advance.
I have a model with the following variables:
- Independent Variable: Transparency
- Mediators: Trust & Reputation
- Moderators: Awareness
- Dependent Variables: Purchase intention & Brand attitude
Following the literature of Hair et al. (2016) I have assessed my model with the advice proposed and everything fits accordingly. However, I am not sure how to interpret some aspects of moderation in my model. When looking for R squared and the path coefficients with its p-values, should I also look at the relationship between ''awareness-->reputation'' for example? Or solely at ''Moderating effect 1--> reputation'' for example?
In other words, should I ignore ''awareness-->corresponding variable'' in the table or not? In my mind it's not logical to look at that because I am only interested in the moderated effect I created in SMARTPLS.
I have attached a screenshot of my model.
Thank you in advance.