## 5 Empirical Analysis and Results
### The Measurement Model  
Assessment of the measurement model or what is alternatively called the outer model determines individual item reliability, internal consistency reliability, content validity, convergent validity, and discriminant validity [57]. The measurement model was assessed by examining the outer loadings of each construct item. According to the latter, the rule of thumb retains items with loadings below 0.40; out of 52 items, 19 were deleted because their loadings were below this threshold of 0.40. The remaining 34 items had loadings between 0.71 and 0.99. Internal consistency (reliability) refers to the extent to which all components are measured by a similar concept [58]. On the other hand, composite reliability coefficient and Cronbach's Alpha coefficient are the most frequently used to estimate the internal consistency reliability of items in marketing research [55]. The composite reliability coefficient was chosen to ascertain the internal consistency of measures adopted in this study. Composite reliability takes into account that indicators have different loadings; it can be explained in the same way as Cronbach's Alpha, that is, no matter which particular reliability coefficient is used, an internal consistency reliability value above 0.70 is regarded as satisfactory, whereas a value below 0.60 indicates a lack of reliability. However, in this study the explanation of the internal consistence reliability using the composite reliability coefficient was based on the rule of thumb provided by [59]. Table 1 illustrates the composite reliability, the coefficients of the latent constructs. The measurement model was assessed by examining the outer loadings of each construct item [57]. According to the latter, the rule of thumb retains items with loadings below 0.40; and 0.70, out of 52 items, 19 were deleted because their loading was below this threshold of 0.40. The remaining 34 items had loadings between 0.705 and 0.989 (see Table 1). Internal consistency reliability refers to the extent to which all components are measured by a particular (similar concept [60]. Composite reliability coefficient and [PERSON]'s alpha coefficient are the most frequently used to estimate the internal consistency reliability of items in marketing research [52]. The composite reliability coefficient was chosen to ascertain the internal consistency reliability of measures adopted in the present study. The composite reliability coefficient was used as it provides a better estimate of reliability bias. [PERSON]'s alpha coefficient assumes that all items contribute equally to its construct without considering the actual contribution of individual loadings [43] that may over--or underestimate the reliability scale. Nevertheless, the [PERSON]'s Alpha as a whole for all items was above the 0.7, which is considered as good reliability as it is above [58] recommended value. Composite reliability takes into account that indicators have different loadings; it can be explained in the same way as [PERSON]'s alpha, that is, no matter which particular reliability coefficient is used, an internal consistency reliability value above 0.70 is regarded as satisfactory, whereas a value below 0.60 indicates a lack of reliability. However, in this study the explanation of the internal consistence reliability using the composite reliability coefficient was based on the rule of thumb provided by [61]. Furthermore, as recently suggested by [62] composite reliability coefficient should be at least 0.70 or more. Table 3 illustrates the composite reliability and coefficients of the latent constructs. The convergent validity was also examined in the measurement model [60], which refers to the extent to which items truly represent the intended latent construct and correlate with other measures of the same latent construct [62]. The indicators were evaluated using the Average Variance Extracted (AVE) as suggested by [61].