A Theory-of-Planned-Behavior Perspective on B2C E-Commerce Page: 97
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TABLE 2: FACTOR STRUCTURE OF SHOPPING ORIENTATION*
Factor 1 IFactor 2 IFactor 3 IFactor 4 IFactor 5
Local shoppers
'*Local stores just do not meet my shopping needs. 0.788
'*Local prices are out of line with other towns. 0.736
Local merchants offer a good variety of merchandise. 0.735
Local stores offer you good quality for the price. 0.655
'*Local stores are never open when you want to shop. 0.612
Shopping locally is an enjoyable experience. 0.543
*I shop outside my local retail area before looking to see 0.534
what is offered at local stores.
shop at local stores because the convenience outweighs the 0.492
)ther advantages of shopping outside the community.
Technology
*I don't like to shop at home through mail I/ phone I Internet. 0.795
Ordering though mail I phone I Internet at home is more 0.760
convenient than going to the store.
By shopping from home through mail I phone I Internet, I save 0.746
a lot of time.
*ln-home shopping via though mail I phone I Internet costs 0.649
oo much for what you get.
*I like to handle my own financial affairs without using any 0.644
electronic machines.
*Computer technology is an invasion of my privacy. 0.548
Local patronage
shop at local stores to support the local merchants and 0.828
business districts.
shop at local stores because it is important to help my 0.827
community.
am loyal to my local shopping area. 0.576
Time concern
always seem to be in a hurry. 0.784
never seem to have enough time to do things I want to. 0.773
*I have plenty of free time. 0.720
Homebody
am a homebody, someone who likes to stay home. 0.787
mostly stay home. 0.769
think I have an affluent lifestyle. 0.594
o variance explained 10.48 9.49 6.52 6.09 5.44
Alpha score 0.82 0.82 0.83 0.76 0.65
Factor mean 2.44 3.22 2.68 2.61 3.00
Factor S.D. 4.3 5.52 2.30 2.74 2.41
Extraction Method: Principal Component Analysis; Rotation Method: Varimax with Kaiser Normalization
*Reverse-coded;* 1 =strongly agree, 5=strongly disagreeREVIEW OF BUSINESS RESEARCH, Volume 10, Number 3, 2010
97
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Ganesh, Gopala & Barat, Somjit. A Theory-of-Planned-Behavior Perspective on B2C E-Commerce, article, 2010; [Tula, Russia]. (https://digital.library.unt.edu/ark:/67531/metadc38884/m1/6/: accessed April 19, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; crediting UNT College of Business.