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Results
In order to test Hypothesis 1, statistical procedures commonly used in scale development
were employed. Reliabilities for each dimension of retail convenience were calculated using
Cronbach’s alpha. Principal components analysis with varimax rotation was also undertaken in
order to determine if five distinct dimensions were present for in-store shoppers, and four distinct
dimensions were present for online shoppers. A more stringent confirmatory factor 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.
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Table 3 about here
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Table 4 about here
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Table 5 about here
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Table 6 about here
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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
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