176 Managing Multichannel Integration, Designing Perceived Affordances, and Developing Customer Relationship in the Online and Offline Retailing are greater than 0.80 and all Average Variance Extracted (AVE) estimates are greater than 0.60 (Fornell and Larcker, 1981). As the evidence of convergent validity, all the items have significant loadings on their corresponding constructs (Anderson and Gerbing, 1988). We confirm discriminant validity between all constructs according to Fornell and Larcker (1981) recommendations. We also compare the constrained model with the unconstrained one in which the correlation between the two constructs is fixed to one. These results provide strong indication of discriminant validity. We then conduct Harman’s one-factor test to determine the extent of CMV. The unrotated factor analysis for pooled data indicates that the first factor accounted for merely 31.67% of the variance. Based on Harman’s one-factor test, CMV is not considered significant (Podsakoff, MacKenzie, Lee, and Podsakoff, 2003). Table 1 shows descriptive statistics and correlations matrix for the constructs. Appendix provides the overview of item descriptions, factor loadings, AVE, and reliability tests. Table 1 Descriptive Statistics and Correlations Variables Mean SD 1 2 3 4 5 6 7 8 1. Multichannel integration 3.01 0.73 0.45* 0.49* 0.51* 0.38* 0.45* 0.24* 0.24* 2. Perceived affordances 3.08 0.65 0.33* 0.46* 0.35* 0.37* 0.19* 0.09 3. Economic value 3.07 0.70 0.26* 0.52* 0.49* 0.31* 0.19* 4. Relational value 2.99 0.71 0.50* 0.56* 0.44* 0.24* 5. Online satisfaction 3.12 0.78 0.65* 0.49* 0.28* 6. Offline satisfaction 3.05 0.78 0.45* 0.49* 7. Online loyalty 2.91 0.76 0.39* 8. Offline loyalty 2.94 0.71 Note: * p < 0.05 4. Results 4.1 SEMAnalysis We test the hypothesized relationships in the model through SEM. The standardized path coefficients of the structural model as estimated by LISREL 8.52 are given in Table 2. The fit of the model is suitable (chi-square (482) = 1624.588, CFI = 0.95; GFI =
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