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No salient
consumer value
condition
Similar salient
consumer value
condition
No attribute
condition
Similar attribute
condition
e
Item 1
e
Store
trustworthiness
e
Trust in
e-commerce
store
Item 2
e
Intention
to buy
Item 3
e
e
Benevolence
Item 4
e
Integrity
e
e
Competence
e
Fig. 2.3 Indirect model
Table 2.4 Estimations for the indirect model
Goodness of fit
Chi-squared (df
¼
57)
43.75
n.s
GFI
0.99
AGFI
0.98
RMSEA
0.00
AIC
103.75
Standardized coefficients
Beta
Trust in e-commerce store
No salient consumer value condition
0.09
þ
Similar salient consumer value condition
0.14
**
No attributes condition
0.01
n.s.
Similar attributes condition
0.04
n.s.
Intention to buy
Trust in e-commerce store
0.64
**
Store trustworthiness
Trust in e-commerce store
0.84
-
Benevolence
0.83
**
Integrity
0.89
**
Competence
0.81
**
Item 1
Intention to buy
0.89
-
Item 2
0.71
**
Item 3
0.89
**
Item 4
0.60
**
þ p < 0.10, ** p < 0.01
All the covariances are significant at 1 % level
See Appendix for the scale items of intention to buy
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