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

7.4.3 Confi rmatory Factor Analysis CFA

Measurement Model To assess the refl ective measurement model, we examined internal consistency reliability composite reliability 0.7, indicator reliability item loading 0.7, signifi cant at 0.05 level, convergent validity average variance extracted AVE 0.5 and discriminant validity low cross loadings on the unin- tended constructs and square root of the AVE are larger than the correlations between constructs Urbach and Ahlemann 2010 . Tables 7.1 and 7.2 show the fi nal assess- ment results of the refl ective measurement model that were satisfactory. Of the six factors of store atmosphere, only interior design and social factors prove to have signifi cant relationships with store quality. Thus, the other four factors were excluded from the analysis. Also, items of respective factors that had a loading of below 0.7 were excluded from the analysis.

7.5 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 7.1 shows the results of the analysis: The path coeffi cient between OSL and social factors was signifi cant β = 0.164, p 0.05, f 2 = 0.027; the path coeffi cient between OSL and interior design was signifi cant β = 0.16, p 0.01, f 2 = 0.025; the path coeffi cient between social factor and store quality was signifi - cant β = 0.169, p 0.01, f 2 = 0.07; the path coeffi cient between interior design and store quality was signifi cant β = 0.461, p 0.01, f 2 = 0.253; the path coeffi cient Construct CR AVE OSL Interior Socfac Storequa Satis Repatron OSL 0.912 0.775 0.88 Interior 0.864 0.613 0.147 0.783 Socfac 0.945 0.896 0.155 0.536 0.946 Storequa 0.895 0.631 0.254 0.545 0.41 0.795 Satis 0.911 0.72 0.133 0.59 0.35 0.612 0.848 Repatron 0.938 0.835 0.142 0.485 0.269 0.513 0.643 0.914 Note 1: OSL optimum stimulation level, Interior interior design, Socfac social factors, Storequa store quality, Satis store patronage satisfaction, Repatron repatronage intention 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 Table 7.1 CR, AVE and correlations of refl ective constructs balitrulyyahoo.com B=0.164 p0.05 B=0.16 p0.01 OSL Socfac Interior Storequa Satis Repatron B=0.169 p0.01 B=0.461 p0.01 B=0.613 p0.01 B=0.651 p0.01 R 2 =0.42 R 2 =0.38 R 2 =0.32 R 2 =0.03 R 2 =0.01 Fig. 7.1 Results of PLS analysis Items Construct OSL Interior Socfac Storequa Satis Repatron OSL4 0.889 -0.068 0.052 -0.033 0.092 0.002 OSL5 0.889 -0.067 0.077 0.117 -0.166 0.006 OSL6 0.863 0.139 -0.133 -0.087 0.076 -0.009 Design9 -0.064 0.767 -0.144 0.021 0.056 -0.031 Ambient1 -0.035 0.838 0.235 0.094 0.051 Ambient2 0.092 0.744 -0.043 -0.053 -0.026 -0.003 Design6 0.013 0.78 -0.069 -0.07 -0.085 0.033 Social1 0.031 -0.087 0.946 -0.029 -0.013 0.056 Social2 -0.031 0.087 0.946 0.029 0.013 -0.056 ProdQua1 0.132 -0.028 -0.047 0.812 -0.25 0.143 ProdQua2 0.051 0.05 -0.182 0.771 -0.251 0.041 InSerQu3 0.039 0.043 -0.052 0.809 0.108 -0.036 InSerQu4 -0.091 0.025 0.143 0.832 0.149 0.023 InSerQu5 -0.138 -0.095 0.136 0.745 0.247 -0.186 Satisfa1 -0.004 -0.115 0.115 0.011 0.883 0.022 Satisfa2 -0.062 0.161 -0.137 0.053 0.853 -0.089 Satisfa3 0.1 -0.038 -0.043 -0.142 0.83 0.163 Satisfa4 -0.032 -0.005 0.062 0.076 0.826 -0.095 Repint1 0.081 0.005 0.046 -0.023 0.009 0.917 Repint2 -0.004 -0.048 -0.03 0.074 -0.086 0.918 Repint3 -0.078 0.043 -0.016 -0.052 0.077 0.906 Note 1: OSL optimum stimulation level, Interior interior design, Socfac social factors, Storequa store quality, Satis store patronage satisfaction, Repatron repatronage intention Note 2: All item loadings are signifi cant at 0.01 level. Indicator reliability is considered satisfactory 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 Table 7.2 Factor loadings and cross loadings of refl ective constructs balitrulyyahoo.com between store quality and store patronage satisfaction was signifi cant β = 0.613, p 0.01, f 2 = 0.375; and the path coeffi cient between store patronage satisfaction and repatronage intention was signifi cant β = 0.651, p 0.01, f 2 = 0.424. The construct OSL explained about 1 of the variance of interior design and 3 of social factor, respectively. The constructs social factor and interior design explained about 32 of the variance of store quality. The construct store quality explained about 38 of the variance of store patronage satisfaction. The construct store patronage satisfaction explained about 42 of the variance of repatronage intention.

7.6 Conclusion and Future Trends