基于结构方程模型的企业无形营销资源模拟回归统计

Simulated Regression Statistics of Enterprise Intangible Marketing Resources Based on Structural Equation Model

新经济时代的到来加剧了各大企业的竞争,相比于有形资源,无形资源更有利于提高公司竞争优势和绩效。文章采用KMO和Bartlett球形检验法判断问卷因子的分析适宜性、Cronbach’sα系数检测信度、AVE和CR检测效度。并以结构方程模型模拟无形资源在动态营销模式下与企业竞争优势的关联性,得到模拟回归结果。

The arrival of the new economic era has intensified the competition of every big enterprise. Compared with tangible resources, intangible resources are more conducive to improving the company＇s competitive advantage and performance. This paper uses the KMO and Bartlett spherical test method to determine the suitability of the questionnaire factor analysis, Cronbach＇s alpha coefficient to test reliability, and AVE and CR to test validity. And the paper also utilizes the structural equation model to simulate the relationship between the intangible resources and the competitive advantage of the enterprise in the dynamic marketing mode so as to obtain simulation regression results.