Quality, value, satisfaction, trust, a

convenience is different for the two different types of shopping formats. Evidence of
discriminant validity is provided by the fact that these items did not want to load on other
components with which they were not supposed to be associated. Further, evidence of
convergent validity is provided by the high loadings of each item on their respective component.
A more rigorous examination of the validity of these scales was conducted with
confirmatory factor analysis using LISREL 8.3 for Windows. As can be seen in Tables 3 and 4,
the statistically significant λ x parameter estimates provide evidence of convergent validity.
Additionally, the majority of the squared multiple correlations (SMCs), defined as the percentage
of variance in each item that is explained by the latent construct of interest, are above 50%,
indicating that each item performed well in capturing its construct of interest.
Modification indices associated with λ x and Θ δ reveal some problems with discriminant
validity. Specifically, there were seven modification indices in the λ x matrix for in-store
shoppers, indicating that items search2, help3, possess1, and possess2 wanted to be associated
with other dimensions of convenience. Additionally, there were 13 modification indices in Θ δ
that indicate some error terms wanted to correlate. These changes were not incorporated in the
model, as theoretically it does not make sense to do so. These problematic modification indices
explain the poor overall fit: chi-square=498.08, 198 df, p=0.00; RMSEA=0.08; RMR=0.06;
GFI=0.85.
Problematic modification indices also surfaced in the measurement model for online
shoppers. Three items (access2, possess2, and possess4) wanted to be associated with other
constructs, while 6 error terms wanted to correlate. Again, these changes were not implemented,
resulting in poor overall model fit: chi-square=206.34, 97 df, p=0.00; RMSEA=0.13;
RMR=0.09; GFI=0.71. The overall fit does substantially improve if paths are freed as suggested
by the modification indices. Therefore, confirmatory factor analysis results are mixed; there is
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