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***

  1. Significant at T-statistics > 1.96: ***p < 0.001; *p < 0.05.