Table 2 The results of CFA Variables...

Table 2

The results of CFA

Variables	St.values	t-values	Error
Price sensitivity (PS); alpha: 0.82	AVE: 0.49; CR: 0.86
I Buy as much as possible sale/discounted prices	0.61	14.27	0.62
Supermarkets with the lowest prices are usually my choice	0.70	16.77	0.52
I am willing to put in extra effort to find lower prices	0.80	20.35	0.36
I usually go and check the products and their prices in several supermarkets before buying	0.76	18.89	0.42
Price is more important than the supermarket brand	0.62	14.44	0.62
Perception of cheapness (PC); alpha: 0.85	AVE: 0.67; CR:0.86
The price of this supermarket is very low	0.85	22.63	0.27
This is a cheap supermarket	0.90	24.53	0.18
The price of this supermarket is lower compared to other supermarkets	0.69	17.04	0.52
Perception of expensiveness (PE); alpha: 0.90	AVE: 0.83; CR: 0.91
The price of this supermarket is very high	0.87	22.11	0.24
The price of this supermarket is expensive	0.96	24.61	0.11
Positive emotion (POE); alpha: 0.94	AVE: 0.75; CR: 0.90
The price of this supermarket makes me feel happy	0.82	22.04	0.32
I am very satisfied with the price of supermarket	0.92	25.98	0.16
I like the price of this supermarket	0.85	23.11	0.28
Negative emotion (NEE); alpha: 0.93	AVE: 0.66; CR: 0.96
The price of this supermarket makes me feel sad	0.75	19.68	0.43
I feel depressed when I think about the price of supermarket	0.74	19.11	0.46
I feel sad when I think about the price of supermarket	0.85	23.63	0.28
I feel angry when I think about the price of this supermarket	0.84	23.23	0.29
I am afraid to pay too much for the price of this supermarket	0.74	19.32	0.45
The price of this supermarket makes me feel unhappy	0.89	25.34	0.21
The price of this supermarket makes me angry	0.86	24.32	0.25
Purchase intention (PI); alpha: 0.88	AVE: 0.64; CR: 0.88
I plan to do most of my future shopping in this supermarket	0.77	19.86	0.40
If I go shopping today, I will go to this supermarket again	0.87	23.76	0.24
I do most of my shopping in this supermarket	0.74	18.87	0.45
When I go shopping, I consider this supermarket first	0.82	21.56	0.33

Variables	St.values	t-values	Error
Price sensitivity (PS); alpha: 0.82	AVE: 0.49; CR: 0.86
I Buy as much as possible sale/discounted prices	0.61	14.27	0.62
Supermarkets with the lowest prices are usually my choice	0.70	16.77	0.52
I am willing to put in extra effort to find lower prices	0.80	20.35	0.36
I usually go and check the products and their prices in several supermarkets before buying	0.76	18.89	0.42
Price is more important than the supermarket brand	0.62	14.44	0.62
Perception of cheapness (PC); alpha: 0.85	AVE: 0.67; CR:0.86
The price of this supermarket is very low	0.85	22.63	0.27
This is a cheap supermarket	0.90	24.53	0.18
The price of this supermarket is lower compared to other supermarkets	0.69	17.04	0.52
Perception of expensiveness (PE); alpha: 0.90	AVE: 0.83; CR: 0.91
The price of this supermarket is very high	0.87	22.11	0.24
The price of this supermarket is expensive	0.96	24.61	0.11
Positive emotion (POE); alpha: 0.94	AVE: 0.75; CR: 0.90
The price of this supermarket makes me feel happy	0.82	22.04	0.32
I am very satisfied with the price of supermarket	0.92	25.98	0.16
I like the price of this supermarket	0.85	23.11	0.28
Negative emotion (NEE); alpha: 0.93	AVE: 0.66; CR: 0.96
The price of this supermarket makes me feel sad	0.75	19.68	0.43
I feel depressed when I think about the price of supermarket	0.74	19.11	0.46
I feel sad when I think about the price of supermarket	0.85	23.63	0.28
I feel angry when I think about the price of this supermarket	0.84	23.23	0.29
I am afraid to pay too much for the price of this supermarket	0.74	19.32	0.45
The price of this supermarket makes me feel unhappy	0.89	25.34	0.21
The price of this supermarket makes me angry	0.86	24.32	0.25
Purchase intention (PI); alpha: 0.88	AVE: 0.64; CR: 0.88
I plan to do most of my future shopping in this supermarket	0.77	19.86	0.40
If I go shopping today, I will go to this supermarket again	0.87	23.76	0.24
I do most of my shopping in this supermarket	0.74	18.87	0.45
When I go shopping, I consider this supermarket first	0.82	21.56	0.33

Note(s): χ²: 608.05; df: 237; p < 0.0001; χ²/df: 2.56 < 3; RMSEA: 0.055; RMR: 0.067; SRMR: 0.047; CFI: 0.98: NFI: 0.96 and NNFI: 0.97

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