Table 4 The information of the measurement model
Latent variable | Observed variable | Factor loading | Cronbach's alpha | CR | AVE |
|---|---|---|---|---|---|
Subjective norm (SN) | SN1 | 0.896 | 0.926 | 0.948 | 0.819 |
SN2 | 0.936 | ||||
SN3 | 0.919 | ||||
SN4 | 0.867 | ||||
Attitude toward the behavior (AB) | AB1 | 0.851 | 0.877 | 0.915 | 0.730 |
AB2 | 0.882 | ||||
AB3 | 0.843 | ||||
AB4 | 0.841 | ||||
Perceived behavioral control (PBC) | PBC1 | 0.888 | 0.878 | 0.916 | 0.732 |
PBC2 | 0.858 | ||||
PBC3 | 0.836 | ||||
PBC4 | 0.839 | ||||
Intention(I) | I1 | 0.913 | 0.935 | 0.954 | 0.838 |
I2 | 0.929 | ||||
I3 | 0.917 | ||||
I4 | 0.902 | ||||
Behavior (B) | B1 | 0.911 | 0.890 | 0.931 | 0.818 |
B2 | 0.900 | ||||
B3 | 0.902 | ||||
Heritage awareness (HA) | HA1 | 0.915 | 0.908 | 0.936 | 0.784 |
HA2 | 0.892 | ||||
HA3 | 0.907 | ||||
HA4 | 0.825 | ||||
Cultural attachment (CA) | CA1 | 0.908 | 0.883 | 0.928 | 0.810 |
CA2 | 0.896 | ||||
CA3 | 0.897 | ||||
Perceived usefulness (PU) | PU1 | 0.882 | 0.936 | 0.949 | 0.757 |
PU2 | 0.859 | ||||
PU3 | 0.898 | ||||
PU4 | 0.888 | ||||
PU5 | 0.873 | ||||
PU6 | 0.817 | ||||
Perceived quality (PQ) | PQ1 | 0.892 | 0.843 | 0.905 | 0.761 |
PQ2 | 0.881 | ||||
PQ3 | 0.844 |
