Table 4 Results of confirmatory factor analysis.
Construct | Indicator | Standard loadinga | Cronbach’s α | CR | AVE |
|---|---|---|---|---|---|
Credibility | CRE1 | 0.784 | 0.787 | 0.803 | 0.509 |
CRE2 | 0.597 | ||||
CRE3 | 0.805 | ||||
CRE4 | 0.645 | ||||
Consistency | CON1 | 0.731 | 0.840 | 0.851 | 0.592 |
CON2 | 0.841 | ||||
CON3 | 0.870 | ||||
CON4 | 0.607 | ||||
Completeness | COM1 | 0.824 | 0.839 | 0.848 | 0.586 |
COM2 | 0.803 | ||||
COM3 | 0.834 | ||||
COM4 | 0.571 | ||||
Clarity | CLA1 | 0.740 | 0.767 | 0.779 | 0.542 |
CLA2 | 0.808 | ||||
CLA3 | 0.653 | ||||
Likability | LIK1 | 0.776 | 0.871 | 0.872 | 0.631 |
LIK2 | 0.796 | ||||
LIK3 | 0.809 | ||||
LIK4 | 0.796 | ||||
Empathy | EMP1 | 0.783 | 0.749 | 0.751 | 0.504 |
EMP2 | 0.703 | ||||
EMP3 | 0.635 | ||||
Similarity | SIM1 | 0.749 | 0.870 | 0.872 | 0.631 |
SIM2 | 0.851 | ||||
SIM3 | 0.778 | ||||
SIM4 | 0.795 | ||||
Willingness to use | WTU1 | 0.658 | 0.748 | 0.801 | 0.502 |
WTU2 | 0.757 | ||||
WTU3 | 0.686 | ||||
WTU4 | 0.728 | ||||
Shared value creation | CSV1 | 0.595 | 0.876 | 0.879 | 0.476 |
CSV2 | 0.647 | ||||
CSV3 | 0.683 | ||||
CSV4 | 0.693 | ||||
CSV5 | 0.760 | ||||
CSV6 | 0.707 | ||||
CSV7 | 0.767 | ||||
CSV8 | 0.652 | ||||
Purchase intention on short video platforms | PI1 | 0.936 | 0.971 | 0.971 | 0.917 |
PI2 | 0.960 | ||||
PI3 | 0.977 |
