Table 3.
Results of the reliability and validity analysis.
| Construct | Item code | Standardization Factor loadings | Crobach’s α | AVE | CR | |
|---|---|---|---|---|---|---|
| Perceived quality symbol(PQS) | Environmental quality symbol (EQ) | PQ1 | 0.73 | 0.816 | 0.596 | 0.815 |
| PQ2 | 0.748 | |||||
| PQ3 | 0.834 | |||||
| Information quality symbol (IfQ) | PQ4 | 0.86 | 0.899 | 0.751 | 0.9 | |
| PQ5 | 0.866 | |||||
| PQ6 | 0.873 | |||||
| Interaction quality symbol (ItQ) | PQ7 | 0.77 | 0.851 | 0.659 | 0.853 | |
| PQ8 | 0.859 | |||||
| PQ9 | 0.804 | |||||
| Vlogger quality symbol (VQ) | PQ10 | 0.814 | 0.836 | 0.635 | 0.839 | |
| PQ11 | 0.752 | |||||
| PQ12 | 0.822 | |||||
| Service quality symbol (SQ) | PQ13 | 0.746 | 0.805 | 0.582 | 0.807 | |
| PQ14 | 0.777 | |||||
| PQ15 | 0.765 | |||||
|
Behavioral motivation (BM) |
BM1 | 0.804 | 0.935 | 0.712 | 0.937 | |
| BM2 | 0.853 | |||||
| BM3 | 0.867 | |||||
| BM4 | 0.897 | |||||
| BM5 | 0.849 | |||||
| BM6 | 0.787 | |||||
|
Risk perception (RP) |
PR1 | 0.786 | 0.897 | 0.686 | 0.897 | |
| PR2 | 0.842 | |||||
| PR3 | 0.861 | |||||
| PR4 | 0.823 | |||||
|
Behavioral intention (BI) |
BI1 | 0.742 | 0.852 | 0.661 | 0.854 | |
| BI2 | 0.854 | |||||
| BI3 | 0.839 | |||||