Table 2.

Results of reliability and validity analyses.

The path			Factor loading	Cronbach's α	AVE	CR
PP4	<---	Perceived professionalism	0.794	0.872	0.630	0.872
PP3	<---		0.792
PP2	<---		0.754
PP1	<---		0.834
PI5	<---	Interactivity of perception	0.809	0.876	0.589	0.887
PI4	<---		0.769
PI3	<---		0.661
PI2	<---		0.801
PI1	<---		0.787
PE3	<---	Perceived entertainment	0.827	0.842	0.640	0.842
PE2	<---		0.775
PE1	<---		0.797
PPQ3	<---	Perceived product quality	0.834	0.840	0.642	0.843
PPQ2	<---		0.726
PPQ1	<---		0.838
CS1	<---	Consumer satisfaction	0.823	0.860	0.675	0.861
CS2	<---		0.758
CS3	<---		0.879
PU5	<---	Purchase intention	0.819	0.868	0.573	0.870
PU4	<---		0.684
PU3	<---		0.698
PU2	<---		0.753
PU1	<---		0.82