7.4 Research Method
7.4.1 The Survey
In Perth, Australia, 288 shoppers were recruited randomly to serve as subjects. The store environments chosen for the study are supermarkets, specialty stores and
department stores. The number of respondents was equally distributed between types of stores. The data was collected in two shifts over 30 days at each store. The
two shifts were a morning shift from 10.00 a.m. to midday and an afternoon shift from 3.00 to 5.00 p.m. It was expected that the different times and days would
provide different types of shoppers: household shoppers, professionals and stu- dents. The data was collected by approaching potential respondents as they fi nished
shopping in the store. This study used measurement instruments developed by other researchers. The main consideration in borrowing an existing measurement is that it
has been established to measure particular concepts. Partial least square PLS is utilised to analyse the data.
7.4.2 Exploratory Factor Analysis EFA
The factor analysis on the OSL measurement produces two factors. The fi rst factor represents the respondent’s novelty-seeking behaviour. In contrast, the items that
load most heavily on the second factor refl ect a routine response. According to the concept of OSL, as defi ned by Steenkamp and Baumgartner
2002 , the fi rst factor
more closely represents the concept of OSL. Therefore, only this factor is employed for further analysis. This factor is labelled OSL.
Factor analysis of the perception of store atmosphere measurements produces six factors. This fi nding is inconsistent with what the measurements intend to measure.
However, the measurement results in six factors, i.e. interior design, store attractive- ness, social factors, store space, aisle merchandise and crowding. These different
factors may be a result of the changing store environment over the existing period. The perception of merchandise quality and service quality measurements has loaded
on the same factor. This factor is labelled store quality.
The factor analysis of store patronage satisfaction has produced two factors. The fi rst factor has most of the satisfaction concept measurements, while the second
factor only comprises one measurement. Therefore, the study concentrates on the fi rst factor. This factor is labelled store patronage satisfaction. All measurements of
repatronage intention load heavily on the same factor. As a result, this factor is labelled repatronage intention.
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7.4.3 Confi rmatory Factor Analysis CFA
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