Table 6 Results of convergent validity test for all variables.
From: A study on the causes of viewers’ non-continuous following intention in tourism live streaming
Variable | Dimension | Standardized factor loading | AVE | CR |
|---|---|---|---|---|
Transactional psychological contract breach (TPCB) | TPCB1 | 0.732 | 0.571 | 0.842 |
TPCB2 | 0.761 | |||
TPCB3 | 0.757 | |||
TPCB4 | 0.774 | |||
Relational psychological contract breach (RPCB) | RPCB1 | 0.767 | 0.584 | 0.849 |
RPCB2 | 0.761 | |||
RPCB3 | 0.786 | |||
RPCB4 | 0.743 | |||
Customer complaining behavior (CCB) | CCB1 | 0.739 | 0.589 | 0.811 |
CCB2 | 0.751 | |||
CCB3 | 0.811 | |||
Perceived controllability (PC) | PC1 | 0.787 | 0.612 | 0.825 |
PC2 | 0.709 | |||
PC3 | 0.845 | |||
Viewer-live streamer social distance (VLSD) | VLSD1 | 0.806 | 0.657 | 0.885 |
VLSD2 | 0.811 | |||
VLSD3 | 0.827 | |||
VLSD4 | 0.799 | |||
Alternative attractiveness (AA) | AA1 | 0.769 | 0.616 | 0.828 |
AA2 | 0.771 | |||
AA3 | 0.810 | |||
Non-continuous following intention (NCFI) | NCFI1 | 0.763 | 0.569 | 0.798 |
NCFI2 | 0.767 | |||
NCFI3 | 0.729 |
