Variables

Scale Items

Factor Loadings

Cronbach’s α, AVE, CR

Credit

Degree

CD1: Credibility of the mall I choose is relatively high.

0.859***

Cronbach’s

α = 0.865

AVE = 0.712

CR = 0.908

CD2: The reputation of the mall is high.

0.884***

CD3: Online consumers’ evaluations on the mall is positive.

0.839***

CD4: The mall has proven ability and its scale is gigantic.

0.791***

Information Quality

IQ1: The website provides consumer’s evaluation of the products as a reference.

0.828***

Cronbach’s

α = 0.877

AVE = 0.733

CR = 0.916

IQ2: It is convenient to search for products in this website.

0.856***

IQ3: There are displayed pictures and detailed product introductions in this website.

0.860***

IQ4: The website provided real-time consultation for consumers thorough instant chat tools or web chat.

0.878***

Service

Quality

SQ1: The after-sales service policy of the mall is very reasonable.

0.699***

Cronbach’s

α = 0.901

AVE = 0.629

CR = 0.922

SQ2: The delivery of the products is very efficient.

0.756***

SQ3: The mall supports various payment way.

0.723***

SQ4:The mall provide service in professional way.

0.852***

SQ5: Customer services provide timely service.

0.855***

SQ6: Website customer service make a quick response on your request.

0.832***

SQ7: This website is very reliable.

0.820***

Perceived Usefulness

PU1: The Internet enables (will enable) me to complete shopping quickly

0.759***

Cronbach’s

α = 0.710

AVE = 0.638

CR = 0.841

PU2: The Internet makes (will make) it easy to do comparison shopping.

0.775***

PU3: The Internet gives (will give) me access to useful shopping information.

0.859***

Perceived Ease

of Use

PEOU1: Learning to use the Internet for shopping was (would be) easy for me.

0.791***

Cronbach’s

α = 0.780

AVE = 0.697

CR = 0.873

PEOU2: I believe that Internet shopping is (will be) cumbersome.

0.877***

PEOU3: Using the Internet for shopping is (will be) frustrating.

0.834***

Perceived

Risks

PR1: Making online payment in this website is insecure.

0.678***

Cronbach’s

α = 0.742

AVE = 0.567

CR = 0.839

PR2: Internet retailers cannot be trusted to safeguard my privacy.

0.770***

PR3: The products in delivery may be damaged.

0.832***

PR4: I may purchase fake in this website.

0.723***

Purchasing Intent

PI1: I use (intend to use) the Internet frequently to do my shopping.

0.864***

Cronbach’s

α = 0.784

AVE = 0.710

CR = 0.880

PI2: I use (intend to use) the Internet whenever appropriate to do my shopping.

0.852***

PI3: Please indicate the probability that you will shop using the Internet in the near future. (Anchored by 1―very improbable and 7―very probable)

0.811***