Information Technology Reference
In-Depth Information
Table 2.5
Estimations for the direct model
Goodness of fit
Chi-squared (df
¼
53)
36.65
n.s.
GFI
0.99
AGFI
0.99
RMSEA
0.00
AIC
104.65
Standardized coefficients
Beta
Trust in e-commerce store
No salient consumer value condition
0.09
þ
Similar salient consumer value condition
0.13
**
No attributes condition
0.01
n.s.
Similar attributes condition
0.04
n.s.
Intention to buy
No salient consumer value condition
0.01
Similar salient consumer value condition
0.07
þ
No attributes condition
0.06
þ
Similar attributes condition
0.05
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
effects on trust in e-commerce store. Trust in e-commerce store, in turn, had a
statistically significant positive effect on intention to buy.
Table
2.5
shows the goodness of fit and standardized coefficients of the direct
model (Fig.
2.4
) in which we draw direct paths from salient consumer value
similarity and attribute similarity to intention to buy. GFI, AGFI, and RMSEA all
indicated acceptable overall goodness of fit. The results of chi-squared tests indicate
no statistically significant discrepancy between the data and the model. Trust was
significantly higher in the similar salient consumer values condition compared with
the dissimilar condition as well as in the indirect model. The consistency of the
positive effect of salient consumer values similarity across two models indicates
robustness of the validity of H1. Attribute similarities did not increase trust in
e-commerce store as well as in the indirect model. Furthermore, the direct paths
from value similarity and attribute similarity did not show clear positive effects on
intention to buy from the e-commerce site. Although two of the four coefficients are
marginally significant, these effects are rather weaker than the effects on trust in
e-commerce store.
