3.3 Analysis and Results
Partial Least Squares (PLS-Graph 3.0, Chin, 2001) approach is used to measure the scales inclusive of Structural
Equation Modelling (SEM) and structural parameters.
3.4 Measurement Validity and Reliability
In parallel with Kleijnen, Ruyter and Wetzels’s (2007) studies, the reflective measurement model is used for all
variables in this study. To evaluate psychometric properties of measurement tools a null model is used.
Composite Reliability (CR) and Average Variance Extracted (AVE) are used for measurement of reliability. It
seen for all measurements is above the threshold value 0.70 of PLS based CR value and AVE value exceed the