Emperical Study SPSS results

1. SPSS Data Analysis
Step 1: Cronbach-alpha for Reliability analysis
Sample size N= 120
DEPENDENT VARIABLE
Customerer Delight
Five questions were asked about the Customer delight construct and the Cronbach Alpha was calculated
as .844.
INDEPENDENT VARIABLES
1. Price

2. Four questions were asked about the price
construct. We have reverse scored the last item
(PRICE_REV4). The Cronbach Alpha was
calculated as .768.
2. Emotional Appeal
There were three questions asked in this
construct. We have reverse scored the first two
questions (REV_EA1, REV_EA2) to align
them in favour of the dependent variable. The
Cronbach Alpha was calculated as .820.
3. Technological affinity
Here, the Cronbach alpha results are fine.
4. Retention capability

3. There were three questions asked in this
construct. We have reverse scored the second
question (REV_EA2) to align it in favour of
the dependent variable. The Cronbach Alpha
was calculated as .833.
5. User friendliness
There were four questions asked in this
construct. We have reverse scored the fourth
question (UF_REV4) to align it in favour of
the dependent variable. The Cronbach Alpha
was calculated as .770.
6. Design and features
There were three questions asked in this
construct. The Cronbach Alpha was
calculated as .889.
The Cronbach alpha for each individual construct of dependent and independent variable is greater than
0.60 which suggests that the collected data is reliable and consistent. Thus, we can perform further
analysis on this data.

4. Each construct comprised of 4-5 items so a composite average score was calculated for all dependent
and independent variables constructs. These average values were used in calculating the correlation
among variables.