factor analyses were also conducted for each country (see Table I). Both results
were adequate (GFI (USA) = 0.931; GFI (India) = 0.914) and all factor loadings
were > 0.5. The criteria for convergent validity were, therefore, satisfied and
the scales were accepted as being unidimensional.
As also recommended by Gerbing and Anderson (1988), the reliability of the
scales was assessed only after the unidimensionality had been established.
Following the recommendation of Parameswaran and Yaprak (1987), the
Cronbach alpha coefficients for both Indians and Americans were analyzed (see
Table II). The results indicated that the constructs were reasonably reliable for
both groups, although ``perceived value'' had alphas less than 0.7, indicating
potential instability.