Hiram Ting
Associate Professor, UCSI UniversityChairman, Sarawak Research SocietyVice President, MAGScholarEditor, Asian Journal of Business Research
Supervisors: Prof Dr Ernest Cyril de Run
Supervisors: Prof Dr Ernest Cyril de Run
less
InterestsView All (11)
Uploads
Papers by Hiram Ting
Partial least squares (PLS) has been introduced as a “causal-predictive” approach to structural equation modeling (SEM), designed to overcome the apparent dichotomy between explanation and prediction. However, while researchers using PLS-SEM routinely stress the predictive nature of their analyses, model evaluation assessment relies exclusively on metrics designed to assess the path model’s explanatory power. Recent research has proposed PLSpredict, a holdout sample-based procedure that generates case-level predictions on an item or a construct level. This paper offers guidelines for applying PLSpredict and explains the key choices researchers need to make using the procedure.
Design/methodology/approach
The authors discuss the need for prediction-oriented model evaluations in PLS-SEM and conceptually explain and further advance the PLSpredict method. In addition, they illustrate the PLSpredict procedure’s use with a tourism marketing model and provide recommendations on how the results should be interpreted. While the focus of the paper is on the PLSpredict procedure, the overarching aim is to encourage the routine prediction-oriented assessment in PLS-SEM analyses.
Findings
The paper advances PLSpredict and offers guidance on how to use this prediction-oriented model evaluation approach. Researchers should routinely consider the assessment of the predictive power of their PLS path models. PLSpredict is a useful and straightforward approach to evaluate the out-of-sample predictive capabilities of PLS path models that researchers can apply in their studies.
Research limitations/implications
Future research should seek to extend PLSpredict’s capabilities, for example, by developing more benchmarks for comparing PLS-SEM results and empirically contrasting the earliest antecedent and the direct antecedent approaches to predictive power assessment.
Practical implications
This paper offers clear guidelines for using PLSpredict, which researchers and practitioners should routinely apply as part of their PLS-SEM analyses.
Originality/value
This research substantiates the use of PLSpredict. It provides marketing researchers and practitioners with the knowledge they need to properly assess, report and interpret PLS-SEM results. Thereby, this research contributes to safeguarding the rigor of marketing studies using PLS-SEM.
Design/methodology/approach: The study was conducted in Sarawak, an emerging market in Malaysia and Southeast Asia. 405 respondents were sampled using purposive sampling
technique. They were grouped based on Sarawakian cohorts, rather than the cohorts from the U.S. sources. Data was collected through self-administered questionnaire and analyzed using multiple regressions and ANOVA.
Findings: The findings show that behavioural and normative beliefs partially affect attitude and subjective norm towards the use of Instagram respectively. However, both attitude and
subjective norm are significant predictors of intention to use. Additionally, the older cohort is found to rely more on opinions of significant others than the younger cohorts when considering the use of Instagram.
Originality/value: - Although Instagram is gaining great popularity in contemporary society, little has been done to investigate user behaviour towards the application by generation cohorts in the context of developing markets. The study articulates the implication of generational impact on Instagram usage, thus articulating the antecedents of usage across generation cohorts.
religiosity, cultural orientation and peer influence on buying cigarette, and the moderation effect of warning signageon cigarette packaging in the Sarawakian context. Utilizing
purposive sampling technique, self-administered questionnaire was administered. 156 usable copies were collected in a month time. Data were then analyzed using PROCESS macro in SPSS. The findings show that while peer influence has positive effect on buying behaviour, warning signage only moderates the relationship between cultural orientation and buying behaviour. As such it highlights the importance to cultivate healthy cultural values, and suggests the need to utilize warning signage on packaging in the appropriate manner so as to communicate the intended messages effectively. Implications and future studies are provided.
and Chinese. Specifically, it looks into relationship between country-of-origin (COO) image, product knowledge,
product involvement with information search and purchase intention. It further examines the difference of
perception between the Malays and Chinese with their respective ethnic identification. A total of 550
questionnaires were distributed at a Public Institution of Higher Learning. 252 copies from the Malay respondents
and 251 copies from Chinese were subsequently collected. Statistical tests of relationship and difference in SPSS
21.0 were used. The findings show that there is significant difference between COO image and product
involvement among the Malay and Chinese respondents. Besides, there is difference between COO image and
product knowledge among the Malays with strong and weak ethnic identification. As for the Chinese, the
difference between strong and weak ethnic identification is found in COO image. In addition to the magnitude of
ethnicity, this study also underscores the importance to understand customers’ product involvement due to its
effect on information search and purchase intention.
Notwithstanding the abundance of literature on entrepreneurship, factors affecting students’ entrepreneurial behaviour and why certain students are more entrepreneurial than others require continual assessment. Hence, the present study is aimed at investigating entrepreneurial intention among university students in Malaysia. Theory of planned behaviour is adopted to specifically look at the effect of behavioural factors on entrepreneurial intention. Moreover, contextual factors are incorporated into the model to articulate the impact of perceived support and barriers towards such intention. Using field data collected from 204 university students in Malaysia, this study examines the impact of behavioural factors
as well as the contextual factors on students’ entrepreneurial intention by means of multiple regression using SPSS. The findings show that behavioural factors, namely attitude, subjective norm and perceived behavioural control, have significant effect on entrepreneurial intention. It is also found that perceived positive image about entrepreneurs and perceived difficulty to get financial support have impact on their intention. This confirms the need to inculcate entrepreneurism into university students and highlights the
importance of providing them conducive surroundings to allow them to develop as entrepreneurs. It also suggests the misleading mentality among students about entrepreneurship as they might have perceived it to be about doing business with strong reliance on financial resources.
Partial least squares (PLS) has been introduced as a “causal-predictive” approach to structural equation modeling (SEM), designed to overcome the apparent dichotomy between explanation and prediction. However, while researchers using PLS-SEM routinely stress the predictive nature of their analyses, model evaluation assessment relies exclusively on metrics designed to assess the path model’s explanatory power. Recent research has proposed PLSpredict, a holdout sample-based procedure that generates case-level predictions on an item or a construct level. This paper offers guidelines for applying PLSpredict and explains the key choices researchers need to make using the procedure.
Design/methodology/approach
The authors discuss the need for prediction-oriented model evaluations in PLS-SEM and conceptually explain and further advance the PLSpredict method. In addition, they illustrate the PLSpredict procedure’s use with a tourism marketing model and provide recommendations on how the results should be interpreted. While the focus of the paper is on the PLSpredict procedure, the overarching aim is to encourage the routine prediction-oriented assessment in PLS-SEM analyses.
Findings
The paper advances PLSpredict and offers guidance on how to use this prediction-oriented model evaluation approach. Researchers should routinely consider the assessment of the predictive power of their PLS path models. PLSpredict is a useful and straightforward approach to evaluate the out-of-sample predictive capabilities of PLS path models that researchers can apply in their studies.
Research limitations/implications
Future research should seek to extend PLSpredict’s capabilities, for example, by developing more benchmarks for comparing PLS-SEM results and empirically contrasting the earliest antecedent and the direct antecedent approaches to predictive power assessment.
Practical implications
This paper offers clear guidelines for using PLSpredict, which researchers and practitioners should routinely apply as part of their PLS-SEM analyses.
Originality/value
This research substantiates the use of PLSpredict. It provides marketing researchers and practitioners with the knowledge they need to properly assess, report and interpret PLS-SEM results. Thereby, this research contributes to safeguarding the rigor of marketing studies using PLS-SEM.
Design/methodology/approach: The study was conducted in Sarawak, an emerging market in Malaysia and Southeast Asia. 405 respondents were sampled using purposive sampling
technique. They were grouped based on Sarawakian cohorts, rather than the cohorts from the U.S. sources. Data was collected through self-administered questionnaire and analyzed using multiple regressions and ANOVA.
Findings: The findings show that behavioural and normative beliefs partially affect attitude and subjective norm towards the use of Instagram respectively. However, both attitude and
subjective norm are significant predictors of intention to use. Additionally, the older cohort is found to rely more on opinions of significant others than the younger cohorts when considering the use of Instagram.
Originality/value: - Although Instagram is gaining great popularity in contemporary society, little has been done to investigate user behaviour towards the application by generation cohorts in the context of developing markets. The study articulates the implication of generational impact on Instagram usage, thus articulating the antecedents of usage across generation cohorts.
religiosity, cultural orientation and peer influence on buying cigarette, and the moderation effect of warning signageon cigarette packaging in the Sarawakian context. Utilizing
purposive sampling technique, self-administered questionnaire was administered. 156 usable copies were collected in a month time. Data were then analyzed using PROCESS macro in SPSS. The findings show that while peer influence has positive effect on buying behaviour, warning signage only moderates the relationship between cultural orientation and buying behaviour. As such it highlights the importance to cultivate healthy cultural values, and suggests the need to utilize warning signage on packaging in the appropriate manner so as to communicate the intended messages effectively. Implications and future studies are provided.
and Chinese. Specifically, it looks into relationship between country-of-origin (COO) image, product knowledge,
product involvement with information search and purchase intention. It further examines the difference of
perception between the Malays and Chinese with their respective ethnic identification. A total of 550
questionnaires were distributed at a Public Institution of Higher Learning. 252 copies from the Malay respondents
and 251 copies from Chinese were subsequently collected. Statistical tests of relationship and difference in SPSS
21.0 were used. The findings show that there is significant difference between COO image and product
involvement among the Malay and Chinese respondents. Besides, there is difference between COO image and
product knowledge among the Malays with strong and weak ethnic identification. As for the Chinese, the
difference between strong and weak ethnic identification is found in COO image. In addition to the magnitude of
ethnicity, this study also underscores the importance to understand customers’ product involvement due to its
effect on information search and purchase intention.
Notwithstanding the abundance of literature on entrepreneurship, factors affecting students’ entrepreneurial behaviour and why certain students are more entrepreneurial than others require continual assessment. Hence, the present study is aimed at investigating entrepreneurial intention among university students in Malaysia. Theory of planned behaviour is adopted to specifically look at the effect of behavioural factors on entrepreneurial intention. Moreover, contextual factors are incorporated into the model to articulate the impact of perceived support and barriers towards such intention. Using field data collected from 204 university students in Malaysia, this study examines the impact of behavioural factors
as well as the contextual factors on students’ entrepreneurial intention by means of multiple regression using SPSS. The findings show that behavioural factors, namely attitude, subjective norm and perceived behavioural control, have significant effect on entrepreneurial intention. It is also found that perceived positive image about entrepreneurs and perceived difficulty to get financial support have impact on their intention. This confirms the need to inculcate entrepreneurism into university students and highlights the
importance of providing them conducive surroundings to allow them to develop as entrepreneurs. It also suggests the misleading mentality among students about entrepreneurship as they might have perceived it to be about doing business with strong reliance on financial resources.