Table 3.

Results of reliability and convergent validity tests.

Variables		Items	Cronbach’s α	Factor loading	AVE	CR
Product features	Uniqueness	UQ1	0.882	0.852	0.714	0.882
		UQ2		0.828
		UQ3		0.854
	Innovativeness	IV1	0.922	0.862	0.748	0.922
		IV2		0.866
		IV3		0.874
		IV4		0.857
Cost-effectiveness		CE1	0.882	0.836	0.725	0.888
		CE2		0.856
		CE3		0.845
Multi-channel integration	Service construct transparency	TRA1	0.883	0.865	0.754	0.902
		TRA2		0.852
		TRA3		0.822
	Channel choice freedom	BRE1	0.892	0.856	0.734	0.892
		BRE2		0.862
		BRE3		0.852
	Content consistency	CON1	0.885	0.829	0.722	0.886
		CON2		0.874
		CON3		0.845
	Process consistency	PRO1	0.866	0.824	0.682	0.866
		PRO2		0.824
		PRO3		0.830
Social media marketing	Informativeness	IM1	0.902	0.847	0.698	0.903
		IM2		0.847
		IM3		0.827
		IM4		0.821
	Relevance	RV1	0.885	0.837	0.721	0.886
		RV2		0.836
		RV3		0.874
	Interactivity	IA1	0.882	0.846	0.712	0.881
		IA2		0.836
		IA3		0.850
Perceived functional value		PFV1	0.842	0.821	0.641	0.842
		PFV2		0.821
		PFV3		0.758
Perceived emotional value		PAV1	0.901	0.840	0.694	0.901
		PAV2		0.836
		PAV3		0.829
		PAV4		0.828
Consumer loyalty		CL1	0.879	0.843	0.707	0.879
		CL2		0.832
		CL3		0.848