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This paper investigates the effects of different levels of invariance analysis on Three Dimensional (3D) Product Authenticity Model (3DPAM) constructs in the e-retailing context. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. The authors empirically investigate the invariance across the subgroups to validate the results of their 3DPAM. They concluded that the 3D product authenticity model construct was invariant for the authors' sample across different gender, level of education and study backgrounds.
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