Table 2.

Reliability and validity analysis.

Constructs	Items	Factor loading	Cronbach's α	CR	AVE
Advertisement believability (AB)	AB1	0.836	0.919	0.909	0.715
	AB2	0.832
	AB3	0.852
	AB4	0.861
Environmental value (EnV)	EnV1	0.787	0.884	0.901	0.694
		EnV2				0.871
		EnV3				0.818
		EnV4				0.854
Emotional value (EmV)	EmV1	0.765	0.788	0.839	0.565
		EmV2				0.729
		EmV3				0.755
		EmV4				0.758
Purchase intention (PI)	PI1	0.832	0.878	0.893	0.676
		PI2				0.840
		PI3				0.810
		PI4				0.807