Applying Structural Equation Modeling in the Context of the Theory of Reasoned Action: Some Problems and Solutions

This study identifies and attempts to solve problems encountered in applications of structural equation modeling (SEM) to the theory of reasoned action. This theory is often used in social psychology and aims at explaining and predicting behavior. The few studies that test this theory with SEM have, in general, 2 methodological problems, which cast serious doubt on the validity of the conclusions. The first problem is that in most of the tests the data do not fit the model. The second problem is that part of the theory is formulated by multiplying 2 variables, which implies that the results are highly dependent on the arbitrarily chosen scale values. These problems are illustrated with a secondary analysis of survey data gathered by Burnkrant and Page (1988) and by new data presented in this study. In this article, an alternative model specification is proposed that strongly improves the fit of the data, but leaves intact the structural part of the model being tested. It is also advisable to omit 1 of the variables that forms part of the multiplicative composite.