Data analysis
The testing of the hypotheses in this study adopted a structural equation modeling (SEM) designed to simultaneously examine the structural relationships among the proposed constructs. Following Anderson and Gerbing's (1988) two‐step approach, this study checked the measurement model first and structural model consequently using AMOS 18. Also, the SEM analysis was based on the maximum likelihood method (Byrne, 1998; Mueller, 1996) as an estimation method for model evaluation and procedures. Olsson et al. (2000) stated that under the conditions of misspecification, the maximum likelihood method could represent more realistic indexes of overall fit and less biased parameter values for paths, as compared to other approaches such as generalized least square. If the sample size is too big (e.g. 400 to 500), the maximum likelihood method becomes too sensitive. Consequently, any difference can be easily detected (Hair et al., 1998). However, 300 samples for the final data analysis in this study were suitable for the maximum likelihood method since it is satisfactory for the minimum sample size of 150