Table 2 Factor loading and indicator reliability.
From: Does it matter how I stream? Comparative analysis of livestreaming marketing formats on Amazon Live
Latent variable | Indicators | Loadings | Indicator reliability (i.e., loadings2) | T statistics (|O/STDEV|) | ||||||
|---|---|---|---|---|---|---|---|---|---|---|
case 1 | case 2 | case 3 | case 1 | case 2 | case 3 | case 1 | case 2 | case 3 | ||
SC | sc1 | 0.864 | 0.792 | 0.785 | 0.746 | 0.627 | 0.616 | 24.970*** | 12.580*** | 13.740*** |
sc2 | 0.777 | 0.779 | 0.787 | 0.604 | 0.607 | 0.619 | 16.909*** | 9.217*** | 16.947*** | |
sc3 | 0.778 | 0.844 | 0.819 | 0.605 | 0.712 | 0.671 | 17.794*** | 3.828*** | 6.969*** | |
sc4 | 0.775 | 0.853 | 0.845 | 0.601 | 0.728 | 0.714 | 20.236*** | 13.162*** | 6.440*** | |
sc5 | 0.857 | 0.793 | 0.795 | 0.734 | 0.629 | 0.632 | 35.210*** | 2.431* | 9.991*** | |
SE | se1 | 0.864 | 0.813 | 0.782 | 0.746 | 0.661 | 0.612 | 40.569*** | 6.274*** | 17.200*** |
se2 | 0.843 | 0.825 | 0.881 | 0.711 | 0.681 | 0.776 | 38.192*** | 14.696*** | 7.699*** | |
se3 | 0.937 | 0.797 | 0.792 | 0.878 | 0.635 | 0.627 | 32.754*** | 7.372*** | 24.889*** | |
se4 | 0.792 | 0.789 | 0.853 | 0.627 | 0.623 | 0.728 | 32.380*** | 12.889*** | 11.623*** | |
se5 | 0.878 | 0.812 | 0.855 | 0.771 | 0.659 | 0.731 | 39.268*** | 7.406*** | 19.436*** | |
CE | ce1 | 0.850 | 0.817 | 0.797 | 0.723 | 0.667 | 0.635 | 38.123*** | 5.825*** | 6.275*** |
ce2 | 0.795 | 0.776 | 0.876 | 0.632 | 0.602 | 0.767 | 26.134*** | 18.290*** | 11.521*** | |
ce3 | 0.866 | 0.790 | 0.856 | 0.750 | 0.624 | 0.733 | 43.966*** | 19.494*** | 16.857*** | |
ce4 | 0.822 | 0.780 | 0.857 | 0.676 | 0.608 | 0.734 | 23.995*** | 8.015*** | 19.824*** | |
ce5 | 0.880 | 0.790 | 0.849 | 0.774 | 0.624 | 0.721 | 41.492*** | 5.076*** | 14.847*** | |