amj Australasian Marketing Journal - ANZMAC

Table 2:
Partial least squares results for the theoretical model
For the latent variables, the bootstrap critical ratios (cr) (Chin,
1998a,b) were acceptable (greater than 1.96) for all variables
with the exception of age-self-monitoring, gender-materialism
and self-monitoring-involvement. As such, hypothesised
paths, 1a ,2b ,2c, 4a, 4b, 4d, and 4e (except for functional
dimension) are supported and hypotheses , 1b, 2a and 4c are
rejected.
In the case of fashion clothing involvement, several of indices
are supportive of the hypothesized relationships (Falk and
Miller, 1992; Fornell and Cha, 1994). The loadings are all
above .077, the bootstrap critical ratios are acceptable (i.e.,
greater than 1.96) for those relationships supported.
Therefore, the majority of the hypothesised relationships are
supported. However, there were no significant relationships
with the age-self-monitoring, gender-materialism and selfmonitoring-involvement.
The formative measurement model was used for the motives
Model
Fashion Clothing Involvement
Equation Predicted variables Predictor variables Hypothesis Path Variance a
R 2
Critical
due to path ratio b
1 Self-monitoring Gender H1a .091 .008 .009 1.964
Age H1b .024 .001 .532
2 Materialism Gender H2a -.021 .000 .070 -0.419
Age H2b -.259 .066 -6.065
Self-monitoring H2c .109 .010 2.224
3 Motives Self-monitoring H3a .143 .040 .263 3.396
Materialism H3b .498 .265 13.690
4 Fashion clothing
Involvement
Gender H4a -.225 .109 .700 -8.894
Age H4b .077 .066 2.984
Self-monitoring H4c .031 .020 1.238
Materialism H4d .127 .247 4.122
Motives H4e .692 .642 25.655
AVA (Average Variance Accounted) .692
a These are only interpreted if the R 2 is greater than 0.10.
b Bootstrap estimate divided by bootstrap standard error.
and the manifest variables were assumed to be multiple causes
of the latent variable (motives), and the weights rather than
the loadings are used in evaluating the relationships. The
weights are image .58 (cr 12.51), pleasure .48 (cr 9.61) and
function -.03 (cr — 0.81).
The basis for the evaluation of the full theoretical framework
(Figure 1) is shown in Table 2. The average proportion of
variance accounted (AVA) for the endogenous variables was
.69 and the individual R2 were greater than the recommended
.10 (Falk and Miller, 1992) for the predicted variables fashion
clothing involvement (fashion clothing product involvement
and fashion clothing purchase decision involvement). As all
of these R2 estimates were larger than the recommended
levels it is appropriate and informative to examine the significance
of the paths associated with these variables.
A reasonable criterion for evaluating the significance of the
individual paths is the absolute value of the product of the
Australasian Marketing Journal 9 (1), 2001 55