Table 3.

The measurement model with mean values.

Factors		Loadings		Mean		Average variance extracted	Composite reliability		Cronbach α
Perceived usefulness						0.623	0.868		.798
	PU1	0.710		3.69
	PU2	0.806		3.73
	PU3	0.774		3.89
	PU4	0.859		3.70
Perceived ease of use						0.546	0.780		.580
	PEOU1	0.631		4.05
	PEOU3	0.695		3.28
	PEOU4	0.870		3.59
Price-value						0.634	0.772		.450
	PV1	0.905		3.12
	PV2	0.669	3.05
Perceived risk					0.762			0.865		.688
	PR3	0.884	2.84
	PR5	0.861	3.03
Trust					0.762			0.906		.884
	T1	0.852	3.33
	T2	0.854	3.22
	T3	0.912	3.36
Behavioral intention					0.535			0.820		.708
	BI1	0.678	3.40
	BI2	0.633	2.55
	BI3	0.752	3.53
	BI4	0.846	3.28