Moderator Variable (Scenario)

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Scenario No 1: Moderator as an Antecedent or Independent variable Tested in Past Studies 
Best of Service quality extended to a customer resulted to better visitor intention to visit to the same shop, nevertheless there is unexpected weak correlation and recorded an inconsistent finding for antecedent and the outcome of study.
The situation can be altered If researcher first get direct relationship. By looking on direct relationship of Service quality and Intention to revisit, a predictability of 60% is recorded.



After getting the predictability, researcher need to look in-depth to the next line of inconclusive relationship, take an example of service quality is extended by market quality and intention to revisit, when considering gender (male or female) what kind of change can be expected? What kind of findings will be?

Here researcher need to get literature of gender differences which is happening in Malaysia and other different countries in which the studies connected with gender on intention to revisit. These literatures, researcher need to bring down in thesis then only can be applied as variable. Even if researcher can’t bring male or female differences, do there any literatures to substantiate gender variation?
Researcher need to get all literatures prior concluding that if these differences exists over there, what is happening in the Malaysian context?

Justification by researcher: Based on Literature review, nobody has conducted the research by adding gender as moderator in Malaysia or such observation are not consistent in Malaysia, then only there is a gap. To get the variable into the picture, never try to put any variable into the research frame unless it is supported by a theory.

Note: Relationship of Service Quality and Intention to Revisit is coming from Expectancy Disconfirmation Theory (Oliver, 1977):


Scenario 2: Moderating variable can also be tested for purpose of new theory explanation, new theory integration, new concept integration 

Example 1:

Researcher brings into the picture a new factor. Based on Theory of Planned Behaviour (TPB), we look at Attitude, Subjective Norm and Perceive Behavioural Control, these are the 3 variables known as Independent Variables (IV) influencing Depending Variable (Intention to purchase) but the issue occurred when researcher include a variable called innovative marketing and this innovative marketing he or she add in as moderator, the above relationship of 3 IVs and 1 DVs is under a theory of TPB. Researcher introduces a new variable based on literature that indicate innovative marketing could enhance the purchase intention. Means that it can moderate the influence of Attitude, Subjective Norm and Perceived Behavioural Control.

                                                 
                                              Theory of Planned Behaviour 
                                

                                                  Diffusion of Innovation Theory
In his or her justification, researcher mentions that direct relationship (3 IVs & 1 DV) says around 30% predictability, but after introducing Innovative Marketing into the research frame, the relationship is going up (correlations), then the predictability going up to 72%.


Means that the marketer and advertiser, CEO or CMO should focus more on Innovative Marketing to enhance the business as suggestion by researcher upon completion of his or her thesis.


By incorporating new variable – Innovative Marketing, researcher need to look into different theory to support his or her research frame. Additional theory to refer is Innovation Diffusion Theory. In order to explain this frame, 2 theories are required, Innovation Diffusion Theory + Theory of Planned Behaviour. This Innovation diffusion theory comes only when a moderating variable inserted into the frame.

In the Diffusion of Innovations, Everett Rogers describes a product's innovation life cycle. In this cycle thery he distinguishes five stages in which the product may find itself with five different user groups that accept the product or idea. These determine the success of a product. Through his theiry it becomes clear how a product or idea develops among the users. Depending on the stage of the product, several adjustments take place, for exmaple much or little promotion or a high or low price 

Theoretical Frame Incorporating both TPB & Innovation Diffusion Theory

 Example 2:
Researcher field in the research gap by investigating how national culture moderate the influence of different job characteristics on job satisfactions, At the moment people study only job characteristics and job satisfactions but nobody had studied incorporating national culture
When job characteristics and job satisfactions are introduced, motivational theory are coming out. But when researcher intend to bring down national culture then culture theory will be coming into the picture, as such it can enhance the theoretical explanation. A strong theoretical support is required to justify inclusion of moderating variable

                                                        




Theoretical Frame Incorporating both Motivation Theory & Hofstede's national cultures
Hofstede's national cultures is used when discussing the types of culture and the possibility for culture clashes. Although Hofstede’s work was specifically in relation to national cultures, you can adapt this framework to discuss how and why the cultures of different organisations may differ, and why employees from different organisations may experience cultural clashes when working together.  This could be useful when considering:
·     Global businesses and employees within these communicating with each other and working together
      ·         The problems of mergers and takeovers

     ·         Difficulties entering overseas markets.

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