Page 74 - Azerbaijan State University of Economics

Kanan Fadani: Impact Of Digital Consumption And Factors Affecting It: The Example
Of Azerbaijan

Table 4 : Factor load analysis results of research variable statements
Factor Cronbach 's p
Factors and expressions
Loads Alpha
1. Enjoyment
My online shopping is exciting. .844
My online shopping is interesting. .803 .902
I get a good feeling when I shop online. .778
My online shopping is fun. .758
The online shopping experience (process) was fascinating. .736
2. Attitude toward digital consumption
Shopping online is convenient. .776 .810
I like to buy what I need from shopping sites. .736
I appreciate online shopping. .735
3. Word of mouth
I will recommend online shopping to my friends or relatives. .796
I will recommend online shopping to anyone who asks me for .853
advice. .737
I will write a positive review about online shopping on social .708
forums on other sites.
4. Attitude towards the Internet
I have a positive attitude towards the Internet. .864 .691
I feel comfortable using the Internet. .789
The internet allows me to do things I wouldn't be able to do otherwise. .589
5. Perceived Privacy Risk
I'm concerned about online sellers sharing my personal information .848
(eg. email address) with other companies.
I worry about online sellers tracking my shopping habits and .728
purchase history. .833
I am concerned about online sellers sending me promotional .716
messages (via email, phone, etc.).
Source: Author's calculations using SPSS 25 software

AMOS SEM (Structural Equation Modeling) analysis of study variables
SEM analysis was carried out in 2 categories: clothing and food products. Table 5 and
Table 6 depict analysis results for the clothing category, while Table 7 and Table 8
show results for the food category.

Table 5: Model fit indices of SEM analysis of study variables (clothing)
Model fit indices Values Comments
CMIN /DF 4,679 Acceptable fit
GFI .829 Poor fit
CFI .837 Poor fit
RMSEA .107 Poor fit
Source: Author's calculations using AMOS software

74