Quality, value, satisfaction, trust, a

H6). It involves performing a multi-group analysis with each sub-sample of the moderating
variables (gender and shopping orientation). Two models are compared: one model in which the
parameters are allowed to vary freely across groups (general model) and another model in which
parameters are constrained to be equal across groups (restricted model). If there is a significant
difference between the groups, the general model should fit better (χ²) than the restricted model. It is
necessary to calculate the difference between the χ² of the general model and the χ² of the restricted
model (dχ²). A significant dχ² suggest that the relationships are different between the groups and is
consistent with moderation.
Research results
Confirmatory factor analysis (CFA) was conducted on all measures: online shopping values
and consumer satisfaction with the electronic catalog visit. Two items had high modification indices
and were dropped from the analysis. Another CFA was conducted. Fit indices are correct for each
scenario: χ²=42.4. RMSEA=0.049, RMR=0.078, GFI=0.972, AGFI=0.947, TLI=0.985, CFI=0.990
for the “shopping as recreation” scenario and χ²=38.5, RMSEA=0.043, RMR=0.109, GFI=0.974,
AGFI=0.950, TLI=0.988, CFI=0.992 for the “shopping as work” scenario. Correlations between
constructs were examined to test discriminant validity. Some variables such as satisfaction and
online shopping hedonic value are highly correlated in the “shopping as recreation” condition (see
table 1).
Table 1 – Correlation between variables in the “shopping as recreation” scenario
Satisfaction Hedonic value Utilitarian value
Satisfaction 1 0.828 0.660
Hedonic value 0.828 1 0.454
Utilitarian value 0.660 0.454 1
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