Title: X-generation SHG women entrepreneurs behavioural practices - application on theory of planned behaviour using CB-SEM with modification indices

Authors: Ramamurthy Bedaduri; Subhendu Kumar Pradhan

Addresses: VIT Business School, VIT University, Vellore-14, Tamil Nadu, India ' VIT Business School, VIT University, Vellore-14, Tamil Nadu, India

Abstract: This study focuses on analysing the self-help group (SHG) self-employed women of Generation X in terms of marketing, services, accounting, and strategy. The major goal is to utilise planned behaviour theory in the framework of AMOS structural equation modelling to get a thorough knowledge and evaluation of these entrepreneurial behaviours. Modification indices are used to assess the model's fit, and numerous metrics are used to assure the study's validity, including Cronbach's alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), validity, and reliability. Path analysis is used to evaluate theories and look into how modification indices affect how well a model fits in AMOS. According to the research, Generation X SHG women business owners regularly participate in promotional efforts. The results emphasise the significance of understanding and supporting the commercial objectives of Generation X SHG women entrepreneurs. They also have important implications for future entrepreneurship research.

Keywords: X generation; women; entrepreneur; SHG; AMOS; measurement model; structural equation modelling; CB_SEM; modification indices; behavioural practices.

DOI: 10.1504/IJPMB.2024.141537

International Journal of Process Management and Benchmarking, 2024 Vol.18 No.2, pp.216 - 239

Received: 19 Jun 2023
Accepted: 24 Jun 2023
Published online: 23 Sep 2024 *

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