Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Table 2 
Means, Standard deviations and reliabilities for factors in Model B (N = 198) 
Factors Number 
of 
variables 
Mean SD 
Reliability 
(Cronbach’s 
α
) 
Sales environment 
7 
32.96 
6.29 
.94 
Driving benefit 
4 
25.38 
2.50 
.87 
Shopping convenience 
3 
17.50 
2.75 
.81 
Accessibility 4 
24.20 
3.07 
.87 
Utility 3 
17.61 2.53 
.70 
Incentive 3 
16.97 
2.82 
.79 
Brand trust 
2 
11.03 
2.84 
.84 
Note:
Cronbach’s 
α
provides an estimate of the inter-item reliability or consistency. 
 
 
Scale Reliability

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2007 Annual International CHRIE Conference & Exposition 
192
Reliability can reflect the internal consistency of the indicators measuring a given latent variable. Means, 
standard deviations and reliabilities are presented in Table 2. Standardized coefficient alpha based on the second 
half split sample (CFA) are as follows: .87, Sales Environment; .75, Driving Benefit; .86 Shopping Convenience; 
.73, Accessibility; .70, Utility; .74, Incentive; and .80, Brand Trust. A scale (or factor) should have a Cronbach’s 
alpha of .7 or higher to be judged reliable measures (Nunnally, 1978). All scales demonstrate generally good 
reliability, the
same as those of EFA model.