Antecedents to purchase intention in virtual market space in India: an empirical investigation

Figures & data

Table 1. Descriptive statistics of the respondents characteristics (N = 410)

Characteristics		Sample
Gender	Male	42
	Female	168
Age	18–22	96
	23–27	87
	28–32	27
Domain of Specialization	Technology	63
	Management	109
	Health Sciences	22
	Hospitality Management	16

Source: Authors own

Table 2. Reliability and convergent validity: validations of the measurements

Constructs	Item	Factor Loading	Indicator Reliability	Construct Reliability	Construct Validity
Apparel fit (AP)
AP1—The apparel will fit right	AP1—	0.831	0.691	0.90	0.71
AP2-The apparel will look good on me	AP2	0.814	0.663
AP3-The apparel will match my style	AP3	0.861	0.741
AP4-These clothes will make the right impression	AP4	0.871	0.758
Body Esteem (BE)
BE1-I feel satisfied with the way my body looks right now	BE1	0.872	0.761	0.93	0.81
BE2-I feel good about myself	BE2	0.921	0.848
BE3-I am pleased with my appearance right now	BE3	0.914	0.836
Hedonic Value(HV)
HV1-During the navigation process, I feel the excitement of the hunt	HV1	0.851	0.724	0.88	0.70
HV2-Compared to other things I could have done, the time spent shopping online at this website was truly enjoyable	HV2	0.836	0.700
HV3-I enjoyed this online shopping trip for its own sake, not just for the apparel items I could purchase	HV3	0.839	0.704
Model Self Congruency (MSC)
MSC1-The model I used to try on clothes is consistent with how I see myself	MSC1-	0.919	0.845	0.91	0.79
MSC2-The model I used to try on clothes reflects who I am	MSC2	0.892	0.795
MSC3-The model I used to try on clothes is a mirror image of me	MSC3-	0.857	0.734
Purchase Intentions (PI)
PI 1 -If it were possible, I could imagine buying apparel from this website	PI 1	0.942	0.887	0.94	0.86
PI 2 -The next time I buy apparel, I will take this website into consideration	PI 2	0.931	0.867
PI 3 -If it is possible to buy products on it, I would be very interested in buying apparel on this website	PI 3	0.910	0.827
Stay on the website (SOW)
SO 1-I would like to stay at this online store as long as possible	SO 1	0.808	0.653	0.90	0.75
SO 2-I enjoyed spending time at this online store	SO 2	0.906	0.821
SO 3-I would probably spend more time shopping on this retailer’s Web site than I planned	SO 3	0.894	0.800
Utilitarian Value(UV)
UV1- If I want to buy apparel on the Web, I could accomplish just what I might need on this Web site	UV1	0.860	0.739	0.90	0.76
UV 2-Shopping on this website would make my life easier	UV 2	0.894	0.800
UV 3-If I wanted to buy apparel on the Web, the information and services on this website would be what I would look for	UV 3	0.875	0.765

Source: Author’s own

Figure 1. Structural model of antecedents of virtual try-on

Table 3. Validation of Measurements: Discriminant Validity

	AP	BE	HV_	MSC	PI	SO	UV
AP	0.845
BE	0.512	0.903
HV	0.528	0.438	0.842
MSC	0.444	0.395	0.506	0.890
PI	0.609	0.453	0.692	0.474	0.928
SOW	0.551	0.391	0.747	0.375	0.632	0.871
UV	0.644	0.409	0.690	0.492	0.677	0.703	0.876

Source: Author’s own.

Note: N = 410. Values that have been highlighted in bold are the square root of the average variance extracted. Apparel fit (AP), BE (Body esteem), HV (Hedonic Value), MSC (Model Self Congruency), PI (Purchase Intention), SOW (Stay on Website),Utilitarian Value(UV)

Table 4. Hypothesis testing

Relation	Path	t-value	p-value	Bias Corrected
AP -> PI	0.193	2.546	0.011	(0.041,0.335)*
BE -> PI	0.069	1.130	0.259	(−0.058,0.184)
HV_ -> PI	0.310	3.991	0.000	(0.164,0.463)*
UV -> PI	0.215	2.774	0.0049	(0.066,0.369)*
MSC -> PI	0.064	1.135	0.256	(−0.041,0.184)
SOW -> PI	0.092	1.174	0.241	(−0.065,0.243)

Source: Author’s own, *Hypothesis supported