Measurement properties
To explore the data, preliminary analysis involved the use of
exploratory factor analysis to evaluate the extent to which
items loaded on the expected factor. Following this
exploratory analysis, all of the constructs studied were
formed using confirmatory factor analysis (CFA) utilizing
LISREL 8.0. To evaluate the robustness of the measures
employed, factors were generated for each of the 15 central
constructs. As theorized, in the case of purchase intentions,
trust of a web site, and each of the nine e-servicescape
components, factors emerged as predicted as all items loaded
positively and statistically significantly onto single (respective)
factors