Table 1 Results of Confirmatory Factor Analysis

construct	items	st. estimate	S.E.	C.R.	AVE	CR	Cronbach's a
value congruence	value congruence1	0.853			0.666	0.908	0.912
	value congruence2	0.883	0.062	16.462
	value congruence3	0.835	0.062	15.094
	value congruence4	0.691	0.073	11.326
	value congruence5	0.804	0.073	14.209
customer oriented selling behavior	customer oriented1	0.699			0.606	0.860	0.855
	customer oriented2	0.754	0.132	10.053
	customer oriented3	0.861	0.121	11.178
	customer oriented4	0.792	0.114	10.669
adaptive selling behavior	adaptive1	0.686			0.548	0.858	0.863
	adaptive2	0.743	0.106	11.443
	adaptive3	0.702	0.134	9.095
	adaptive4	0.821	0.135	10.326
	adaptive5	0.747	0.128	9.591
opportunistic behavior	opportunistic1	0.82			0.680	0.914	0.919
	opportunistic2	0.87	0.067	15.024
	opportunistic3	0.878	0.073	15.221
	opportunistic4	0.789	0.077	13.099
	opportunistic5	0.761	0.078	12.447
sales performance	sales performance1	0.765			0.619	0.867	0.865
	sales performance2	0.815	0.094	12.034
	sales performance3	0.782	0.095	11.515
	sales performance4	0.785	0.102	11.562

model fit: χ²=377.396 df=217, Q=1.739, RMR=0.035, RMSEA=0.059, GFI=0.875, TLI=0.941, CFI=0.949