Structural Model Analysis Thirumaran Over the past 5 years, Dr. Thirumaran’s research focus has been on Singapore,

discriminant validity low cross-loadings on the unintended constructs and square root of the AVE is larger than the correlations between constructs are examined Urbach and Ahlemann 2010 . Items of respective factors that had a loading of below 0.7 were excluded from the analysis. Tables 4.2 and 4.3 show the fi nal assess- ment results of the refl ective measurement model.

4.5 Structural Model Analysis

To assess the structural model, we examined R 2 values around 0.670 are strong, 0.333 moderate and 0.190 weak, effect size f 2 , values around 0.02 are small, 0.15 medium and 0.35 large and path coeffi cient in terms of sign, magnitude and signifi - cance. Figure 4.1 shows the results of the analysis: The path coeffi cient between adventure and interior was signifi cant β = 0.29, p 0.01, f 2 = 0.12. The path coeffi cient between social and interior was signifi cant β = 0.28, p 0.01, f 2 = 0.11. The path coeffi cient between social and socfac was signifi cant β = 0.28, p 0.01, f 2 = 0.10. The path coeffi cient between idea and socfac was signifi cant β = 0.18, p 0.01, f 2 = 0.05. The path coeffi cient between interior and service was signifi cant β = 0.31, p 0.01, f 2 = 0.11. The path coeffi cient between socfac and service was insignifi cant β = − 0.10, p = 0.15, f 2 = 0.02. Table 4.2 CR, AVE and correlations of refl ective constructs Construct CR AVE Adventure Idea Social Interior Socfac Service Satisfact Repatron Adventure 0.9 0.643 0.802 0.453 0.451 0.37 0.301 0.207 0.272 0.271 Idea 0.919 0.791 0.453 0.889 0.383 0.248 0.271 0.123 0.155 0.314 Social 0.87 0.691 0.451 0.383 0.831 0.368 0.335 0.231 0.298 0.249 Interior 0.922 0.702 0.37 0.248 0.368 0.838 0.688 0.354 0.512 0.4 Socfac 0.833 0.714 0.301 0.271 0.335 0.688 0.845 0.158 0.341 0.31 Service 0.885 0.721 0.207 0.123 0.231 0.354 0.158 0.849 0.66 0.419 Satisfact 0.887 0.663 0.272 0.155 0.298 0.512 0.341 0.66 0.814 0.513 Repatron 0.867 0.765 0.271 0.314 0.249 0.4 0.31 0.419 0.513 0.875 Note 1: Construct names to be confi rmed Note 2: CR: composite reliability. Internal consistency reliability is satisfactory when composite reliability is above 0.7 Note 3: AVE: average variance extracted. Convergent validity is considered satisfactory when the AVE is above 0.5 Note 4: Square roots of average variances extracted AVE are shown on diagonal. Correlations between constructs are shown on off-diagonal. Discriminant validity is satisfactory when square root of the AVE is larger than the correlations between constructs T. Budisantoso et al. balitrulyyahoo.com The path coeffi cient between service and satisfact was signifi cant β = 0.66, p 0.01, f 2 = 0.44. The path coeffi cient between satisfact and repatron was signifi cant β = 0.51, p 0.01, f 2 = 0.27. The constructs adventure and social explained about 23 of the variance of interior. The constructs social and idea explained about 15 of the variance of socfac. The constructs socfac and interior explained about 10 of the variance of service. The construct service explained about 44 of the variance of satisfact. The construct satisfact explained about 26 of the variance of repatron. Table 4.3 Factor loadings and cross-loadings of refl ective constructs Note 1: Construct names to be confi rmed Note 2: All item loadings are signifi cant at 0.01 level. Indicator reliability is considered satisfac- tory when item loadings are 0.7, signifi cant at 0.05 level Note 3: Discriminant validity is considered satisfactory when items exhibit high loadings on the intended constructs 0.5 and low cross-loadings on the unintended constructs Construct Items Adventu Idea Social Interio Socfac service Satisfact Repatro Sadvsho 0.732 -0.101 0.079 -0.086 0.066 -0.046 -0.025 0.054 Sadvsho 0.849 -0.024 0.005 -0.06 0.033 0.038 -0.039 0.078 Sadvsho 0.808 0.076 -0.022 -0.039 -0.034 0.066 -0.139 -0.001 Sgrtsho 0.81 0.01 -0.016 0.057 -0.001 -0.061 0.203 -0.149 Sgrtsho 0.806 0.03 -0.04 0.124 -0.059 -0.004 0.019 Sidshop -0.003 0.926 -0.054 -0.029 0.006 0.01 0.01 -0.06 Sidshop 0.034 0.936 0.002 -0.051 -0.001 -0.029 0.034 -0.043 Sidshop -0.036 0.8 0.061 0.093 -0.006 0.022 -0.051 0.12 Ssoshop 0.046 -0.076 0.804 -0.009 -0.11 0.107 -0.193 0.157 Ssoshop -0.079 0.008 0.884 -0.084 0.035 -0.071 0.076 0.012 Ssoshop 0.042 0.067 0.803 0.101 0.072 -0.03 0.109 -0.171 Design9 -0.054 0.015 -0.028 0.841 -0.065 0.081 -0.101 0.076 Ambient 0.012 0.03 0.908 0.032 -0.002 -0.028 0.056 Design8 -0.07 0.05 0.088 0.848 0.128 0.059 -0.143 -0.024 Ambient 0.024 -0.085 -0.101 0.777 -0.246 0.041 0.046 -0.116 Social2 0.093 -0.02 0.034 0.81 0.133 -0.183 0.243 -0.006 Social1 0.117 -0.129 -0.088 -0.066 0.845 -0.04 0.17 0.109 Design2 -0.117 0.129 0.088 0.066 0.845 0.04 -0.17 -0.109 InSerQu -0.074 0.004 0.042 0.197 -0.05 0.895 0.093 -0.048 InSerQu -0.057 0.068 -0.015 0.009 -0.004 0.877 -0.061 -0.015 InSerQu 0.151 -0.082 -0.033 -0.24 0.062 0.769 -0.04 0.072 Satisfact Satisfact Satisfact Satisfact 0.067 -0.021 0.043 0.06 0.082 -0.05 0.805 0.068 -0.032 0.048 0.03 -0.186 0.04 0.148 0.832 -0.182 0.043 -0.037 -0.038 -0.004 0.047 -0.205 0.786 0.085 -0.074 0.007 -0.035 0.132 -0.163 0.094 0.833 0.036 Repint2 0.005 0.072 -0.025 0.111 -0.088 -0.139 0.155 0.875 Repint3 -0.005 -0.072 0.025 -0.111 0.088 0.139 -0.155 0.875 balitrulyyahoo.com

4.6 Conclusion