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Effect of Brand Difference on Multichannel Apparel Shopping Behaviors in a Multichannel Environment

The current study aimed at investigating the effect of brand difference on the path parameters in the Structural Equation Model for a multichannel retailing context proposed in the literature. This study examined three apparel retail brands’ structural or path invariance in a multichannel retailing context using multiple-group SEM. The model fit comparison in the multiple-brand invariance test showed that the Chi-square test for difference in the model fit was statistically significant. These results indicated that the path parameters in the Structural Equation Model across the three brands tested were not invariant, and they were significantly different across the three brands. Multiple-group causal models were successfully applied to assess apparel retail brands’ structural invariance. As a result, it was revealed that the developed Structural Equation Model needs to be applied to each brand separately.