Table 2.

The results of the measurement model and descriptive analysis.

Constructs/items*	Factor Loading	Cronbach's Alpha	AVE	CR	Mean	SD
Informative value		0.907	0.728	0.930
IV1	0.873				3.878	0.889
IV2	0.860				3.732	0.856
IV3	0.794				3.805	1.087
IV4	0.906				3.854	0.952
IV5	0.831				3.659	1.027
Entertainment value		0.902	0.718	0.927
EV1	0.796				4.049	1.058
EV2	0.876				3.927	0.973
EV3	0.922				3.878	0.889
EV4	0.833				3.805	0.968
EV5	0.802				3.951	0.987
Expertise		0.932	0.831	0.951
E1	0.886				3.976	0.841
E2	0.928				3.756	1.054
E3	0.937				3.366	1.184
E4	0.894				3.756	0.957
Trustworthiness		0.887	0.753	0.923
T1	0.931				3.39	1.187
T2	0.910				3.463	1.106
T3	0.921				3.537	0.94
Attractiveness		0.849	0.691	0.899
A1	0.846				3.951	0.882
A2	0.846				4.024	0.897
A3	0.748				3.854	0.926
A4	0.880				3.537	1.014
Similarity		0.857	0.775	0.912
S1	0.922				3.634	1.099
S2	0.846				3.366	1.321
S3	0.872				3.512	1.039
Video attitude		0.923	0.767	0.943
VA1	0.903				4.146	0.843
VA2	0.903				4.22	0.841
VA3	0.947				4.195	0.803
VA4	0.784				4.293	0.672
VA5	0.833				4.122	0.889
Brand attitude		0.863	0.646	0.900
FA2	0.858				3.976	0.749
FA3	0.764				3.951	0.697
FA4	0.865				4.000	0.733
FA5	0.854				3.951	0.661
Social shopping intention		0.727	0.643	0.843
SS1	0.853				4.415	0.662
SS2	0.846				3.976	1.000
Social sharing intention		0.927	0.873	0.954
SI1	0.904				4.195	0.917
SI2	0.941				4.122	0.942
SI3	0.957				4.268	0.938

Note: *: Appendix A; AVE: Average Variance Extracted; CR: Composite Reliability; SD: Standard deviation.