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FAC-SEM is a special type of multigroup analysis where the groups are structured as a factorial design. The aim of FAC-SEM is to assess how the path model parameters vary as a function of the dimensions of the underlying factorial design. As such, FAC-SEM offers researchers a unique opportunity to further understand their experimental data. This paper explains how the FAC-SEM methodology can be used in a PLS path modeling context and demonstrates the procedure using empirical data from a customer value measurement study.

FAC-SEM using PLS-SEM: an empirical illustration in a customer value measurement context