A Journey into the Unknown; Taking the Fear Out of Structural Equation Modelling with AMOS for the First-Time User’

This paper is intended to act as a point of reference for early career researchers in Marketing (or first time users), by providing a consensus of the wide range of views and opinions on the topic, whilst highlighting and giving practical insights into the journey that the authors experienced when first using Structural Equation Modeling (SEM) with Analysis of MOment Structures (AMOS). It explains the basic principles involved and takes the reader from the initial processes of Model Building and Data Screening, through to the testing, assessment and modification of Measurement Models (CFA) and the final assessment of the Structural Model itself, in the hope that it will guide them away from the pitfalls and dangers of its misuse and misinterpretation and ensure success in their research projects.