Measurement model: basic data
| Latent variable | Items | Loading λ | CR | AVE |
|---|---|---|---|---|
| Subject (SU) | SU1: computer and website knowledge | 0.710 | 0.762 | 0.517 |
| SU2: the website fits in with my lifestyle | 0.708 | |||
| SU3: be accustomed to buying online on the site | 0.739 | |||
| Design (DE) | DE1: make the website interactive and allow participation | 0.724 | 0.797 | 0.567 |
| DE2: security and reliability of website | 0.756 | |||
| DE3: website is quick and easy to use | 0.778 | |||
| Reputation and image (RI) | RI1: perceived reputation of the firm | 0.820 | 0.813 | 0.685 |
| RI2: image I have of the firm and website | 0.835 | |||
| Information (IN) | IN1: information from other people about the website | 0.709 | 0.772 | 0.632 |
| IN2: information received by other means | 0.872 | |||
| Firm (FI) | FI1: on the website I receive more than I give | 0.806 | 0.848 | 0.651 |
| FI2: the firm provides a good service through the website | 0.764 | |||
| FI3: the firm complies effectively as promised on the site | 0.849 | |||
| Product (PR) | PR1: offers and promotions on certain products | 0.710 | 0.815 | 0.596 |
| PR2: real and tangible character of products | 0.831 | |||
| PR3: variety and availability of products | 0.770 | |||
| Satisfaction(SA) | SA1: my expectations have been met | 0.945 | 0.946 | 0.898 |
| SA2: I have perceived and felt satisfaction | 0.950 | |||
| Loyalty (LO) | LO1: I would recommend the site to other people | 0.944 | 0.931 | 0.872 |
| LO2: I would repeat the purchase on the same site | 0.923 |
| Latent variable | Items | Loading | CR | AVE |
|---|---|---|---|---|
| Subject (SU) | SU1: computer and website knowledge | 0.710 | 0.762 | 0.517 |
| SU2: the website fits in with my lifestyle | 0.708 | |||
| SU3: be accustomed to buying online on the site | 0.739 | |||
| Design (DE) | DE1: make the website interactive and allow participation | 0.724 | 0.797 | 0.567 |
| DE2: security and reliability of website | 0.756 | |||
| DE3: website is quick and easy to use | 0.778 | |||
| Reputation and image (RI) | RI1: perceived reputation of the firm | 0.820 | 0.813 | 0.685 |
| RI2: image I have of the firm and website | 0.835 | |||
| Information (IN) | IN1: information from other people about the website | 0.709 | 0.772 | 0.632 |
| IN2: information received by other means | 0.872 | |||
| Firm (FI) | FI1: on the website I receive more than I give | 0.806 | 0.848 | 0.651 |
| FI2: the firm provides a good service through the website | 0.764 | |||
| FI3: the firm complies effectively as promised on the site | 0.849 | |||
| Product (PR) | PR1: offers and promotions on certain products | 0.710 | 0.815 | 0.596 |
| PR2: real and tangible character of products | 0.831 | |||
| PR3: variety and availability of products | 0.770 | |||
| Satisfaction(SA) | SA1: my expectations have been met | 0.945 | 0.946 | 0.898 |
| SA2: I have perceived and felt satisfaction | 0.950 | |||
| Loyalty (LO) | LO1: I would recommend the site to other people | 0.944 | 0.931 | 0.872 |
| LO2: I would repeat the purchase on the same site | 0.923 |
Source: Fuente: own elaboration