Understanding consumer online shopping behaviour from the perspective of transaction costs

Table 5.27 Multigroup SEM Results of Testing the Effect of Perceived Enjoyment on 
Perceived TCs 

 Online Purchase Behaviour 
Totally 
Free 
(TF) 
TCs 

Online Purchase 
Is Equal 
∆χ
2
χ
2
508.525 518.254 
9.729 
df 
198 199 
1 
GFI 
.951 .950 
CFI 
.964 .963 
RMSEA 
.040 .041 
 
5.9.4 Moderating Effect of Perceived Enjoyment of Online Shopping on Perceived TCs 

 Customer Loyalty 
To test the moderating effect of perceived enjoyment of online shopping on the relationship 
between perceived TCs and customer loyalty (H8b), the totally free (TF) structural model 
first estimated the identical structural model in both groups simultaneously. Next, a second 
model was tested constraining the path from perceived TCs
to customer loyalty to be equal 
in both groups. The fit results for each model are shown in Table 5.28. 

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Table 5.28 Multigroup SEM Results of Testing the Effect of Perceived Enjoyment on 
Perceived TCs 

 Customer Loyalty 
Totally 
Free 
(TF) 
TCs 

Customer Loyalty 
Is Equal 
∆χ
2
χ
2
508.525 508.679 
0.154 
df 
198 199 
1 
GFI 
.951 .951 
CFI 
.964 .964 
RMSEA 
.040 .040 
The GFI, CFI and RMSEA were unchanged. However, the 
∆χ
2
was not significant with the 
∆χ
2
value of 0.154 (
∆χ
2
< 3.841, p > .10). Given the insignificant 
∆χ
2 
value, it indicated that 
the constrained model did not hurt the fit statistics when constraining the perceived TCs 

customer loyalty to be equal between the two enjoyment groups. Therefore, the model with 
equality constraint was supported instead of the totally free (TF) model. This result 
demonstrated that the moderating effect of perceived enjoyment on the relationship between 
the perceived TCs and loyalty was not supported. Thus, H8b was rejected. The conclusion is 
that the relationship between perceived TCs and customer loyalty was the same among either 
low enjoyment perception or high enjoyment perception online shoppers.