Table 3.

Initial measurement questions and sources for the moderating variable-creative opportunity.

Dimension	No.	Measurement issues	Source scale
Perceived cost	PC1	I think it would take too much of my time to be involved in the creation of virtual idols	Leung and Bai (2013)
	PC2	I think it would take too much of my energy to be involved in the creation of a virtual idol
	PC3	I think it would cost me too much money to be involved in the creation of a virtual idol
Community atmosphere	CA1	Official/platform/community incentives will motivate me to get involved in virtual idol creation	Fan and Zhang (2015)
	CA2	Official/platform/community incentives will motivate me to participate in virtual idol creation
	CA3	The success of others in the official/platform/community has motivated me to get involved in the creation of virtual idols