Preliminary results
To test the model with LISREL, the two experimental variables were treated as
dummy variables. The results indicated a barely adequate fit (GFI = 0.857;
RMSR = 0.10). The primary problem was that the effect of country !
perceived acceptability of other costs was both small (0.080) and insignificant
(t-value = 0.949). The effect of the perceived acceptability of other costs !
perceived value was also small (0.140) and insignificant (t-value = 0.001). In
addition, the direction of the effect of country ! perceived acceptability of
other costs was opposite to what was hypothesized: other costs were less
acceptable to Indians than to Americans. Hence, H4 and H8 were not
supported. A comparison of nested models with and without the construct of
other costs indicated that the model was not significantly better when the
construct was included: chi-square difference: (2 = 219.42 (df = 115)) ± (2 =
218.24 (df = 113)) = (2 = 1.18 (df = 2); p > 0.10). The model was therefore
revised by removing the construct of perceived acceptability.