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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Artificial Neural Networks and Structural Equation Modeling: Marketing and Consumer Research Applications

Artificial Neural Networks and Structural Equation Modeling: Marketing and Consumer Research Applications

Hassan, Azizul
Alnoor, Alhamzah
Wah, Khaw Khai

Hardcover

Investing & FinanceMarketingGeneral Mathematics

ISBN10: 9811965080
ISBN13: 9789811965081
Publisher: Springer Nature
Published: Nov 20 2022
Pages: 341
Weight: 1.47
Height: 0.81 Width: 6.14 Depth: 9.21
Language: English

This book goes into a detailed investigation of adapting artificial neural network (ANN) and structural equation modeling (SEM) techniques in marketing and consumer research. The aim of using a dual-stage SEM and ANN approach is to obtain linear and non-compensated relationships because the ANN method captures non-compensated relationships based on the black box technology of artificial intelligence. Hence, the ANN approach validates the results of the SEM method. In addition, such the novel emerging approach increases the validity of the prediction by determining the importance of the variables. Consequently, the number of studies using SEM-ANN has increased, but the different types of study cases that show customization of different processes in ANNs method combination with SEM are still unknown, and this aspect will be affecting to the generation results. Thus, there is a need for further investigation in marketing and consumer research. This book bridges the significant gap in this research area.

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