RELIABILITY TEST

In this section, the reliability of research constructs was also tested. Reliability refers to the consistency of a measure, whereas internal consistency is that the individual items of a scale should be measuring the same construct and be highly interrelated. The most commonly ways of testing internal consistency are computing Cronbach’s alpha and item-to-total correlation. When the item-to-total correlation is above 0.4 and the reliability coefficient alpha value is above 0.7, the items demonstrate high internal consistency and hence reliability of each dimension (Nunnally and Bernstein, 1994). This study adopted the total sample (n=3132) to test if the measure scales are reliable.

Table 4.7 shows the internal consistency for all research constructs. All items within a factor or a construct have a high coefficient of item-to-total correlation

(0.421 – 0.873), and this suggests a high degree of internal consistency for each dimension. Furthermore, the Cronbach’s alpha value of each construct is high (0.787 – 0.926), which confirms the consistency of the measurement variables.

Table 4.7 Results of Reliability Tests

Items! Description!

Item-to-Total Correlation!

Cronbach's alpha!

E-Service Quality – Ease of Use!

ESQ1! I can find the books what I need by using search engine

easily. 0.665

ESQ2! The site records all the books I have ever browsed, and

it allows me to browse them again conveniently. 0.639 ESQ3! The hyperlinks make it convenient to browse the books

that interest me. 0.723

ESQ6! The site is simple to use.! 0.621

0.953

E-Service Quality – Privacy

ESQ7! There are special measures for protecting information

about my on-line transaction.! 0.65

ESQ9! Advertisements will not be mailed to me without my

permission 0.578

ESQ10! The site has passed a security review and has the secure

symbols. 0.731

0.802

E-Service Quality – Design

ESQ11! The site is attractively designed and is visually

pleasing. 0.752

ESQ12! The display of objectives and graphics is appealed. 0.777 ESQ14! The text and graphics are clear and easy to understand.! 0.679

0.86

E-Service Quality – Information

ESQ15! The information about books is accurate. 0.729 ESQ16! The site provides information about new books. 0.779 ESQ17! The site provides information about best-selling books. 0.761 ESQ18! The information about books is sufficient. 0.705 ESQ19! The site will send an e-mail or message to me to

confirm my book order. 0.637

ESQ21! The site provides complete illustrations for returning

and changing books.! 0.693

0.894

E-Service Quality – Functionality

ESQ22! The site loads its pages quickly. 0.668

ESQ23! It provides the functions for interaction. 0.711 ESQ24! It gives me numerous options of merchandise other

than books. 0.634

ESQ25! It provides numerous premiums, like bonuses and

e-coupon. 0.581

ESQ27! It gives me numerous options for delivery.! 0.613

0.837

Items! Description!

Logistics Service Quality – Information Quality!

LSQ1! The e-map interface lets me choose a pick-up point

conveniently. 0.837

LSQ2! It gives me numerous options to choose the pick-up

point. 0.866

LSQ3! The information of convenience stores on the e-map is

accurate. 0.829

LSQ4! After my books arrived at the convenience store, it will

send a message to remind me to pick up the books. 0.53

0889

Logistics Service Quality – Timeliness

LSQ6! Time between ordering books and receiving books is

short. 0.745

LSQ7! Books arrive on the date promised. 0.745

0.851

Logistics Service Quality – Order Condition

LSQ8! It reliably delivers my books to the convenience store I

chose. 0.733

LSQ9! When I pick-up the books I ordered, the bar code

information is accurate and can be read. 0.744 LSQ11! The books I received are undamaged.! 0.57

0.817

Logistics Service Quality – Personnel Contact Quality

LSQ12! When I pick up, the convenience store staff can quickly

find the books I ordered. 0.771

LSQ13! When I pick up, the convenience store staff have good

manners. 0.814

LSQ15! When there is a problem with delivery, the convenience

store staff can immediately tell me what to do. ! 0.724

0.879

Perceived Sacrifice

SAC1! I think the prices charged for ordering books from this

on-line bookstore are reasonable. 0.611

SAC2! I think ordering books in this on-line bookstore does

not take much time. 0.751

SAC3! I think ordering books in this on-line bookstore is easy. 0.726

0.832

Service Value!

VAL1! I think that the service provided by this on-line bookstore compared to the price I had to pay is acceptable.

0.775 VAL2! I think that it is more worthwhile to use this on-line

bookstore than others. 0.792

VAL3! Compared to the price, I think the service provided by

this on-line bookstore is very valuable. 0.828

0.898

Customer Satisfaction!

SAT1! In general, the service from this on-line bookstore

conformed to my expectations. 0.85

SAT2! In general, I am satisfied with the service that this

on-line bookstore provided. 0.873

SAT3! Shopping on this on-line bookstore is a wise decision. 0.826

0.926

Items! Description!

SC1! I am used to choosing the same on-line bookstore to

order books. 0.421

SC2! I feel troublesome about some procedures for joining a

new on-line bookstore to order books. 0.56 SC3! If I choose another on-line bookstore, the pick-up place

is not convenient for me. 0.605

SC4! If I choose another on-line bookstore, I will lose some

premiums. 0.553

SC5! If I choose another on-line bookstore, I need to spend

some effort to know the service well. 0.685

0.787

Customer Loyalty

LOY1! I will recommend this on-line bookstore to my friends. 0.775 LOY2! If I want to buy books, I will choose this on-line

bookstore first. 0.803

LOY3! I am willing to do other business in this on-line

bookstore. 0.687

LOY4! Compare to other line bookstores, I prefer this

on-line bookstore. 0.775

0.89