Chapter 5 Analysis of results
5.6 Reliability and validity analysis (Sample clustering)
Before we use LISREL to validate out hypotheses, we have to validate the reliability of samples firstly. Reliability means the consistency of measurements. If the reliability of construct is high, it means these measurements under that construct are consistent to describe construct. If the reliability of construct is low, it means these measurements under that construct are not consistent to describe construct, then we have to delete one or some measurements to increase reliability to maintain the consistency. According to the standard proposed by Cronbach(1951), Cronbach`s α value should be higher than 0.7. Below tables are Cronbach`s α value of each construct with different groups and different products:
38
Table 5.13 Cronbach`s α value (Low-income, recycled paper) Construct Measurements Cronbach`s
α value
Cronbach`s α value (if item deleted) Product-related
information acquisition
Interest in product
0.8136
0.8681
Active search 0.6171
Information searching amount 0.7024
Consumer perceived value
Price comparison
0.6125
0.7172
Willingness to pay more 0.2675
Perceived worthiness 0.3558
Environment awareness
Actual environment knowledge
0.6055
0.7709
Environment concern degree 0.5194
Personal behavior 0.4239
Effect other people 0.4306
Consumer perceived risk
Perceived information risk
0.7410
0.6642
Perceived performance risk 0.6572
Perceived effectiveness 0.6459
Outside interference
Purchase experience consulting
0.6188
0.3486 Comments from relatives and friends 0.2789
Convenience of purchasing 0.7695
Green purchase
Potential purchase behavior 0.2796
Willingness of change 0.8228
39
Table 5.14 Cronbach`s α value (High-income, recycled paper) Construct Measurements Cronbach`s
α value
Cronbach`s α value (if item deleted) Product-related
information acquisition
Interest in product
0.8232
0.8559
Active search 0.6779
Information searching amount 0.7001
Consumer perceived value
Price comparison
0.6410
0.7528
Willingness to pay more 0.2756
Perceived worthiness 0.3929
Environment awareness
Actual environment knowledge
0.5399
0.7898
Environment concern degree 0.4969
Personal behavior 0.2726
Effect other people 0.3072
Consumer perceived risk
Perceived information risk
0.7363
0.6007
Perceived performance risk 0.6956
Perceived effectiveness 0.6556
Outside interference
Purchase experience consulting
0.6963
0.4200 Comments from relatives and friends 0.3364
Convenience of purchasing 0.8658
Green purchase
Potential purchase behavior 0.6516
Willingness of change 0.8665
40
Table 5.15 Cronbach`s α value (College, recycled paper) Construct Measurements Cronbach`s
α value
Cronbach`s α value (if item deleted) Product-related
information acquisition
Interest in product
0.7986
0.8381
Active search 0.6404
Information searching amount 0.6715
Consumer perceived value
Price comparison
0.6457
0.7553
Willingness to pay more 0.2888
Perceived worthiness 0.4011
Environment awareness
Actual environment knowledge
0.5866
0.8021
Environment concern degree 0.5218
Personal behavior 0.3469
Effect other people 0.3625
Consumer perceived risk
Perceived information risk
0.7304
0.5699
Perceived performance risk 0.6687
Perceived effectiveness 0.6950
Outside interference
Purchase experience consulting
0.6727
0.4038 Comments from relatives and friends 0.3637
Convenience of purchasing 0.8149
Green purchase
Potential purchase behavior 0.4888
Willingness of change 0.8808
41
Table 5.16 Cronbach`s α value (Master, recycled paper) Construct Measurements Cronbach`s
α value
Cronbach`s α value (if item deleted) Product-related
information acquisition
Interest in product
0.8324
0.8778
Active search 0.6627
Information searching amount 0.7117
Consumer perceived value
Price comparison
0.5895
0.6696
Willingness to pay more 0.1895
Perceived worthiness 0.4919
Environment awareness
Actual environment knowledge
0.5421
0.7606
Environment concern degree 0.4361
Personal behavior 0.3438
Effect other people 0.3649
Consumer perceived risk
Perceived information risk
0.7349
0.6787
Perceived performance risk 0.6415
Perceived effectiveness 0.6240
Outside interference
Purchase experience consulting
0.6336
0.3439 Comments from relatives and friends 0.3099
Convenience of purchasing 0.7934
Green purchase
Potential purchase behavior 0.5245
Willingness of change 0.8186
42
Table 5.17 Cronbach`s α value (Low-income, variable-frequency AC) Construct Measurements Cronbach`s
α value
Cronbach`s α value (if item deleted) Product-related
information acquisition
Interest in product
0.8275
0.9191
Active search 0.6595
Information searching amount 0.6677
Consumer perceived value
Price comparison
0.7021
0.7698
Willingness to pay more 0.4711
Perceived worthiness 0.4445
Environment awareness
Actual environment knowledge
0.6005
0.7709
Environment concern degree 0.5194
Personal behavior 0.4239
Effect other people 0.4306
Consumer perceived risk
Perceived information risk
0.8002
0.7338
Perceived performance risk 0.7082
Perceived effectiveness 0.7395
Outside interference
Purchase experience consulting
0.7617
0.5496 Comments from relatives and friends 0.5976
Convenience of purchasing 0.8485
Green purchase
Potential purchase behavior 0.5137
Willingness of change 0.8941
43
Table 5.18 Cronbach`s α value (High-income, variable-frequency AC) Construct Measurements Cronbach`s
α value
Cronbach`s α value (if item deleted) Product-related
information acquisition
Interest in product
0.8729
0.9076
Active search 0.7669
Information searching amount 0.7824
Consumer perceived value
Price comparison
0.7031
0.7925
Willingness to pay more 0.4182
Perceived worthiness 0.4152
Environment awareness
Actual environment knowledge
0.5399
0.7898
Environment concern degree 0.4969
Personal behavior 0.2726
Effect other people 0.3072
Consumer perceived risk
Perceived information risk
0.8289
0.7794
Perceived performance risk 0.7081
Perceived effectiveness 0.8014
Outside interference
Purchase experience consulting
0.6878
0.6122 Comments from relatives and friends 0.5636
Convenience of purchasing 0.8733
Green purchase
Willingness of change 0.5625
Potential purchase behavior 0.8083
44
Table 5.19 Cronbach`s α value (College, variable-frequency AC) Construct Measurements Cronbach`s
α value
Cronbach`s α value (if item deleted) Product-related
information acquisition
Interest in product
0.8797
0.9211
Active search 0.7706
Information searching amount 0.7889
Consumer perceived value
Price comparison
0.7148
0.8095
Willingness to pay more 0.4397
Perceived worthiness 0.4488
Environment awareness
Actual environment knowledge
0.5866
0.8021
Environment concern degree 0.5218
Personal behavior 0.3469
Effect other people 0.3625
Consumer perceived risk
Perceived information risk
0.8242
0.7794
Perceived performance risk 0.7347
Perceived effectiveness 0.7586
Outside interference
Purchase experience consulting
0.7739
0.5884 Comments from relatives and friends 0.5803
Convenience of purchasing 0.8551
Green purchase
Potential purchase behavior 0.5746
Willingness of change 0.8417
45
Table 5.20 Cronbach`s α value (Master, variable-frequency AC) Construct Measurements Cronbach`s
α value
Cronbach`s α value (if item deleted) Product-related
information acquisition
Interest in product
0.8166
0.9174
Active search 0.6396
Information searching amount 0.6354
Consumer perceived value
Price comparison
0.6017
0.7008
Willingness to pay more 0.2481
Perceived worthiness 0.3649
Environment awareness
Actual environment knowledge
0.5421
0.7606
Environment concern degree 0.4361
Personal behavior 0.3438
Effect other people 0.3649
Consumer perceived risk
Perceived information risk
0.7557
0.6690
Perceived performance risk 0.5583
Perceived effectiveness 0.7789
Outside interference
Purchase experience consulting
0.7559
0.5713 Comments from relatives and friends 0.5368
Convenience of purchasing 0.8612
Green purchase
Potential purchase behavior 0.5430
Willingness of change 0.9022
46
From above tables, we can see some constructs are not higher than 0.7, so we have to do adjustment. We will delete some measurements to raise the Cronbach`s α value above 0.7. Below tables are adjusted Cronbach`s α value of each construct with different groups and different products:
Table 5.21 Adjusted Cronbach`s α value (Low-income, recycled paper) Construct Cronbach`s
α value Measurements adjustment Product-related information
acquisition 0.8136 None
Consumer perceived value 0.7172 Delete “price comparison”
Environment awareness 0.7709 Delete “environment knowledge”
Consumer perceived risk 0.7410 None
Outside interference 0.7695 Delete “convenience of purchasing
Green purchase attitude 0.8141 None
Green purchase intention 0.8228 Delete “potential purchase behavior”
Table 5.22 Adjusted Cronbach`s α value (High-income, recycled paper) Construct Cronbach`s
α value Measurements adjustment Product-related information
acquisition 0.8232 None
Consumer perceived value 0.7528 Delete “price comparison”
Environment awareness 0.7898 Delete “environment knowledge”
Consumer perceived risk 0.7363 None
Outside interference 0.8658 Delete convenience of purchasing”
Green purchase attitude 0.8793 None
Green purchase intention 0.7842 None
47
Table 5.23 Adjusted Cronbach`s α value (College, recycled paper) Construct Cronbach`s
α value Measurements adjustment Product-related information
acquisition 0.7986 None
Consumer perceived value 0.7553 Delete “price comparison”
Environment awareness 0.8021 Delete “environment knowledge”
Consumer perceived risk 0.7304 None
Outside interference 0.8149 Delete “convenience of purchasing”
Green purchase attitude 0.8150 None
Green purchase intention 0.7239 None
Table 5.24 Adjusted Cronbach`s α value (Master, recycled paper) Construct Cronbach`s
α value Measurements adjustment Product-related information
acquisition 0.8324 None
Consumer perceived value 0.6696 Delete “price comparison”
Environment awareness 0.7606 Delete “environment knowledge”
Consumer perceived risk 0.7349 None
Outside interference 0.7934 Delete “convenience of purchasing”
Green purchase attitude 0.8620 None
Green purchase intention 0.7190 None
48
Table 5.25 Adjusted Cronbach`s α value (Low-income, variable-frequency AC) Construct Cronbach`s
α value Measurements adjustment Product-related information
acquisition 0.8275 None
Consumer perceived value 0.7021 None
Environment awareness 0.7709 Delete “environment knowledge”
Consumer perceived risk 0.8002 None
Outside interference 0.7617 None
Green purchase attitude 0.7995 None
Green purchase intention 0.7322 None
Table 5.26 Adjusted Cronbach`s α value (High-income, variable-frequency AC) Construct Cronbach`s
α value Measurements adjustment Product-related information
acquisition 0.8729 None
Consumer perceived value 0.7031 None
Environment awareness 0.7898 Delete “environment knowledge”
Consumer perceived risk 0.8289 None
Outside interference 0.8733 Delete “convenience of purchasing”
Green purchase attitude 0.8834 None
Green purchase intention 0.8033 Delete “potential purchase behavior”
49
Table 5.27 Adjusted Cronbach`s α value (College, variable-frequency AC) Construct Cronbach`s
α value Measurements adjustment Product-related information
acquisition 0.8797 None
Consumer perceived value 0.7148 None
Environment awareness 0.8021 Delete “environment knowledge”
Consumer perceived risk 0.8242 None
Outside interference 0.7739 None
Green purchase attitude 0.8667 None
Green purchase intention 0.7429 None
Table 5.28 Adjusted Cronbach`s α value (Master, variable-frequency AC) Construct Cronbach`s
α value Measurements adjustment Product-related information
acquisition 0.8116 None
Consumer perceived value 0.7008 Delete “price comparison”
Environment awareness 0.7606 Delete “environment knowledge”
Consumer perceived risk 0.7557 None
Outside interference 0.7559 None
Green purchase attitude 0.7765 None
Green purchase intention 0.7344 None
50
After we adjust measurements, we further calculate composite reliability to check reliability again. Diamantopoulos and Siguaw (2000), Bagozzi and Yi (1998) proposed composite reliability of latent variables should be over 0.6. We integrate Cronbach`s α value, factor loading and composite reliability in following tables:
Table 5.29 Composite reliability (Low-income, recycled paper)
Construct Measurement
Interest in product
0.8136
0.59
0.8315
Active search 0.93
Information searching amount 0.82 Consumer
perceived value
Willingness to pay more
0.7172
0.69
0.7325
Perceived worthiness 0.81
Environment awareness
Environment concern degree
0.7709
0.62
0.7930
Personal behavior 0.90
Effect other people 0.72
Consumer perceived risk
Perceived information risk
0.7410
0.71
0.7455
Perceived performance risk 0.71
Perceived effectiveness 0.69
Outside interference
Purchase experience consulting
0.7695
0.94
0.7971 Comments from relatives and
friends 0.67
Support degree 0.92
Green
Willingness of change 0.81
51
Table 5.30 Composite reliability (High-income, recycled paper)
Construct Measurement
Interest in product
0.8232
0.65
0.8350
Active search 0.84
Information searching amount 0.88 Consumer
perceived value
Willingness to pay more
0.7528
0.63
0.7975
Perceived worthiness 0.97
Environment awareness
Environment concern degree
0.7898
0.64
0.8177
Personal behavior 0.91
Effect other people 0.76
Consumer perceived risk
Perceived information risk
0.7363
0.73
0.7303
Perceived performance risk 0.69
Perceived effectiveness 0.67
Outside interference
Purchase experience consulting
0.8658
0.88
0.8694 Comments from relatives and
friends 0.87
Support degree 0.94
Green
Willingness of change 0.82
Potential purchase behavior 0.54
52
Table 5.31 Composite reliability (College, recycled paper)
Construct Measurement
Interest in product
0.7986
0.61
0.8125
Active search 0.83
Information searching amount 0.85 Consumer
perceived value
Willingness to pay more
0.7553
0.71
0.7667
Perceived worthiness 0.86
Environment awareness
Environment concern degree
0.8021
0.63
0.8302
Personal behavior 0.95
Effect other people 0.76
Consumer perceived risk
Perceived information risk
0.7304
0.82
0.7431
Perceived performance risk 0.68
Perceived effectiveness 0.59
Outside interference
Purchase experience consulting
0.8149
0.89
0.8254 Comments from relatives and
friends 0.78
Support degree 0.94
Green
Willingness of change 0.85
Potential purchase behavior 0.38
53
Table 5.32 Composite reliability (Master, recycled paper)
Construct Measurement
Interest in product
0.8324
0.63
0.8447
Active search 0.90
Information searching amount 0.86 Consumer
perceived value
Willingness to pay more
0.6696
0.67
0.6835
Perceived worthiness 0.77
Environment awareness
Environment concern degree
0.7606
0.64
0.7806
Personal behavior 0.84
Effect other people 0.72
Consumer perceived risk
Perceived information risk
0.7349
0.64
0.7362
Perceived performance risk 0.71
Perceived effectiveness 0.73
Outside interference
Purchase experience consulting
0.7934
0.84
0.7986 Comments from relatives and
friends 0.79
Support degree 0.92
Green
Willingness of change 0.81
Potential purchase behavior 0.46
54
Table 5.33 Composite reliability (Low-income, variable-frequency AC)
Construct Measurement
Interest in product
0.8275
0.55
0.8521
Active search 0.91
Information searching amount 0.94
Consumer
Willingness to pay more 0.72
Perceived worthiness 0.87
Environment awareness
Environment concern degree
0.7709
0.61
0.7940
Personal behavior 0.90
Effect other people 0.72
Consumer perceived risk
Perceived information risk
0.8002
0.75
0.7998
Perceived performance risk 0.78
Perceived effectiveness 0.74
Outside interference
Purchase experience consulting
0.7617
0.90
0.7836 Comments from relatives and
friends 0.80
Convenience of purchasing 0.47
Green
Support degree 0.90
Green
Willingness of change 0.87
Potential purchase behavior 0.41
55
Table 5.34 Composite reliability (High-income, variable-frequency AC)
Construct Measurement
Interest in product
0.8729
0.71
0.8832
Active search 0.93
Information searching amount 0.88
Consumer
Willingness to pay more 0.76
Perceived worthiness 0.85
Environment awareness
Environment concern degree
0.7898
0.63
0.8214
Personal behavior 0.95
Effect other people 0.73
Consumer perceived risk
Perceived information risk
0.8289
0.77
0.8313
Perceived performance risk 0.87
Perceived effectiveness 0.72
Outside interference
Purchase experience consulting
0.8733
0.89
0.8441 Comments from relatives and
friends 0.82
Support degree 0.92
Green
Willingness of change 0.83
56
Table 5.35 Composite reliability (College, variable-frequency AC)
Construct Measurement
Interest in product
0.8797
0.71
0.8904
Active search 0.93
Information searching amount 0.91
Consumer
Willingness to pay more 0.78
Perceived worthiness 0.87
Environment awareness
Environment concern degree
0.8021
0.61
0.7950
Personal behavior 0.98
Effect other people 0.74
Consumer perceived risk
Perceived information risk
0.8242
0.76
0.8264
Perceived performance risk 0.82
Perceived effectiveness 0.77
Outside interference
Purchase experience consulting
0.7739
0.86
0.7826 Comments from relatives and
friends 0.84
Convenience of purchasing 0.48
Green
Support degree 0.90
Green
Willingness of change 0.84
Potential purchase behavior 0.54
57
Table 5.36 Composite reliability (Master, variable-frequency AC)
Construct Measurement
Interest in product
0.8166
0.53
0.8450
Active search 0.92
Information searching amount 0.92 Consumer
perceived value
Willingness to pay more
0.7008
0.79
0.7088
Perceived worthiness 0.69
Environment awareness
Environment concern degree
0.7606
0.64
0.7806
Personal behavior 0.84
Effect other people 0.72
Consumer perceived risk
Perceived information risk
0.7557
0.80
0.7679
Perceived performance risk 0.80
Perceived effectiveness 0.56
Outside interference
Purchase experience consulting
0.7559
0.90
0.7893 Comments from relatives and
friends 0.82
Convenience of purchasing 0.47
Green
Support degree 0.87
Green
Willingness of change 0.86
Potential purchase behavior 0.45
58
According to above tables, we can see the composite reliability of each construct with different groups and different products are all over 0.6 and most value of composite reliability are between 0.7 and 0.9. Kline (1998) proposed the value of composite reliability above 0.9 is excellent; the value of composite reliability around 0.8 is very good; the value of composite reliability around 0.7 is moderate and the value of composite reliability above 0.5 is the acceptable limit. The most composite reliability`s value listed above are between 0.7 and 0.9, so we can claim those samples are high reliability level. And we most factor loadings are higher than 0.5, so we can claim we have good validity too.