SI is the extent to which consumers perceive that importance others (e.g., family and friends) believe they should use Internet for shopping. PE is defined as the degree to which e-commerce will provide benefits to consumers for shopping. According to the UTAUT Model, BI is an indicator of how people are willing to shop online. Specifically, we test whether Behavioral Intention (BI) is predicted by Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FC). We illustrate PLS-SEM using a subset of 2017 Customer Behavior in Electronic Commerce Study in Ecuador. This example shows in which situations researchers should use this technique with respect to other predictive multivariate techniques. Partial Least Squares Structural Equation Modeling (PLS-SEM) is useful when the research needs to predict a set of dependent variables from a large set of independent variables (Abdi, 2007).
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