E-Lifestyle Conceptualization: Measurement Model Validation Using Variance Based Structural Equation Modeling (SEM-PLS)

The purpose of this paper is to examine the epistemic nature of e-lifestyle conceptualization and to asses a proposed second-order formative-formative model for consumer e-lifestyle. Through a two-step approach of formative-formative model using partial least square analysis, the four constructs of consumer e-lifestyle was assessed and validated. The empirical results reveal the absence of multicollinearity while nomological, and discriminant validity were affirmed. This study has confirmed the e-lifestyle model as formative first-order and second-order hierarchical latent construct which was previously operationalized by means of reflective dimensions. This investigation merely represents a starting point in e-lifestyle conceptualization using SEM-PLS. To improve the validity and generalization of the scale proposed in the study, further cross-cultural validation through a greater population is recommended. Beyond validating e-lifestyle model as a second-order construct, this study is able to provide ample opportunity for marketers to know more about the weight and importance of each dimension of e-lifestyle. This research contributes to current consumer behavior literature on what factors affect consumer e-lifestyle that pave a way for marketers to have a better understanding toward their consumer e-lifestyle and hence execute related marketing strategies.