As recommended by Gerbing and Anderson (1988), confirmatory factor
analysis was first performed. The SPSS LISREL program was used (JoÈreskog
and SoÈrbom, 1989). The results indicated an adequate fit of the model
(goodness of fit (GFI) = 0.935; root mean square residual (RMSR) = 0.04). The
t-values were all > 8. However, one of the indicators on the ``perceived value''
construct was only 0.458. In addition, the modification index for one indicator
on the ``willing to purchase'' construct was very high (19.08) on the perceived
price factor.