상이한 문화권에 대한 상호 비교를 하기 위해서는 한 국가에서 개발된 소비자 행동 모델과 타국에서 개발된 모델과의 일관성이 있는지에 대한 타당성을 우선 검증하여야한다. 이때 모델을 구성하는 척도들이 국가간 동일 현상을 측정하는데 있어서 일관성을 지니고 있는가를 검증하는 것이 필수적이며 이같은 측정의 일관성을 유지하지 못하면 연구의 결론은 미약할 수밖에 없다. 따라서 본 논문에서는 다양한 종류의 측정일관성을 살펴보고 확인요인 분석모델에 기초하여 한국과 미국간의 소비자 소매 만족도에 관한 모델을 대상으로 탐색적 분석을 시도하였고 그 결과 한국과 미국간의 소매 만족도 모델의 유사함을 발견하였다.

In order to compare the consumer behavior for the international market, we have to verify the measurement invariance of the consumer behavior model which is developed by the different country or culture. Unless the measurement invariance were verified, or maintained, it is useless to draw any findings from the research. Therefore, the purposes of this paper are to find out the several kinds of the measurement invariance as well as to do the exploratory analysis for the retail satisfaction model between Korean and American consumers with the confirmatory factor analysis. We find out that the measurement invariance of the retail satisfaction model is verified between two countries.

In order to compare the consumer behavior for the international market, we have to verify the measurement invariance of the consumer behavior model which is developed by the different country or culture. Unless the measurement invariance were verified, or maintained, it is useless to draw any findings from the research. Therefore, the purposes of this paper are to find out the several kinds of the measurement invariance as well as to do the exploratory analysis for the retail satisfaction model between Korean and American consumers with the confirmatory factor analysis. We find out that the measurement invariance of the retail satisfaction model is verified between two countries.

Measurement Invariance, Confirmatory Factor Analysis, Retail Satisfaction Factor