Table 4.
Confirmation factor analysis results.
| Constructs and Items | Estimate |
|---|---|
| Trust (Cronbach's Alpha = 0.862) | |
| TR5 | 0.805 |
| TR1 | 0.772 |
| TR4 | 0.787 |
| TR2 | 0.687 |
| TR3 | 0.689 |
| Serendipity Information (Cronbach's Alpha = 0.851) | |
| SI4 | 0.770 |
| SI5 | 0.721 |
| SI1 | 0.730 |
| SI2 | 0.696 |
| SI3 | 0.743 |
| Shopping Lifestyle (Cronbach's Alpha = 0.855) | |
| SL4 | 0.755 |
| SL3 | 0.753 |
| SL1 | 0.803 |
| SL2 | 0.778 |
| Scarcity (Cronbach's Alpha = 0.858) | |
| SC2 | 0.818 |
| SC1 | 0.769 |
| SC3 | 0.767 |
| SC4 | 0.750 |
| Product Presentation (Cronbach's Alpha = 0.824) | |
| PP2 | 0.759 |
| PP1 | 0.758 |
| PP3 | 0.716 |
| PP4 | 0.704 |
| Hedonic Motivation (Cronbach's Alpha = 0.786) | |
| HM1 | 0.716 |
| HM2 | 0.778 |
| HM3 | 0.737 |
| Online Impulse Buying (Cronbach's Alpha = 0.776) | |
| OIB2 | 0.684 |
| OIB3 | 0.749 |
| OIB1 | 0.767 |