Quality, value, satisfaction, trust, a

analysis using LISREL 8.3 for Windows was also undertaken in order to assess convergent and
discriminant validity. Results for in-store shoppers are presented in Table 3, while results for
online shoppers are presented in Table 4. Correlation matrices, means, and standard deviations
of the scale items are provided for in-store shoppers in Table 5 and online shoppers in Table 6.
--------------------------------
Table 3 about here
--------------------------------
--------------------------------
Table 4 about here
--------------------------------
--------------------------------
Table 5 about here
--------------------------------
--------------------------------
Table 6 about here
--------------------------------
Since all of the items within each dimension of retail convenience are reflective of their
appropriate definitions, Cronbach’s alpha was used in order to examine the reliability of each
dimension. As can be seen in the tables, these reliabilities were quite high, ranging from 0.7649
to 0.9722. The dimensions of online retail convenience performed particularly well, as all were
above the 0.9 level.
For in-store shoppers, five dimensions of retail convenience were hypothesized to exist,
while four dimensions of online retail convenience were hypothesized. In order to more
carefully examine the dimensionality of these constructs, principal components analysis with
varimax rotation was undertaken for each group separately. For in-store shoppers, five
components with eigenvalues greater than one were extracted from the data. Together, these five
components explain 77.9% of the total variance. For online shoppers, four components with
eigenvalues greater than one were extracted; together, they explain 84.4% of the total variance.
Thus, there is strong evidence in support of Hypothesis 1; the dimensionality of retail
265