Social Tie: Social Networking Analysis with Structure Equation Modelling


Social Media has become one of the most influential tools today. Advertisements, elections, natural disaster updates, and any issue happening during a particular time period have all become “hot” discussion topics among micro bloggers. These discussions have impacts on the events, policies, and the communities at large. In the social commerce environment, such discussion is bound to have impact on readers’ intention to purchase a product or services online and ultimately the sales figure.

Structural equation modeling (SEM) is a statistical technique for testing and estimating causal relations using a combination of statistical data and qualitative causal assumptions. Structural equation models (SEM) allow both confirmatory and exploratory modeling, meaning they are suited to both theory testing and theory development. Confirmatory modeling usually starts out with a hypothesis that gets represented in a causal model.

It is essential to understand the dynamics of Social Networking Sites (SNS) information sharing and the subsequent impact on intention to purchase online. With SEM, exploratory modelling will be used in the confirmatory and exploratory of this theory development.


Dr. Teh Phoey Lee
Sunway University, Malaysia

Date & Time

25 Jul 2013 (Thursday) 11:00 - 12:00


J213 (University of Macau)

Organized by

Department of Computer and Information Science


Teh Phoey Lee has a B.Sc. (Hons) degree in Remote Sensing from the University of Technology Malaysia, Malaysia, a M.Sc. (Information Technology) from University of Science Malaysia, and a PhD (Management Information Systems) from University of Putra Malaysia. She has won gold medal awards for her PhD topic from PRPI 2011. She researches, lectures and publications in information Retrieval, Information System and Mobile development. A senior lecturer in Sunway University, she brings with her 10 years of experience lecturing in University. She is now a senior lecturer in Sunway University.