Table 5. Reliability and validity of measurement model.

Variable	Item	Item reliability (Cronbach's α value)	Factor loading	Composite reliability	Average variance extracted	Item-total correlation
Perceived usefulness	PU1	0.9099	0.800	0.923	0.801	0.4998
	PU2	0.9075	0.932			0.6396
	PU3	0.9070	0.946			0.6647
Perceived ease of use	EOU1	0.9073	0.852	0.905	0.760	0.6209
	EOU2	0.9079	0.833			0.5937
	EOU3	0.9067	0.928			0.6409
Behavioral intention	BI1	0.9085	0.908	0.932	0.821	0.5670
	BI2	0.9098	0.907			0.5058
	BI3	0.9094	0.903			0.5237
Internet self-efficacy	N1	0.9124	0.813	0.843	0.641	0.3660
	N2	0.9114	0.833			0.4237
	N3	0.9136	0.928			0.3068
Perceived quality of online community sites	Q1	0.9096	0.868	0.882	0.715	0.5136
	Q2	0.9095	0.805			0.5191
	Q3	0.9091	0.862			0.5406
Perceived technology affordances	F1	0.9100	0.778	0.885	0.608	0.5039
	F2	0.9102	0.801			0.4930
	F3	0.9094	0.680			0.5219
	F4	0.9065	0.876			0.6811
	F5	0.9081	0.750			0.5966
Perceived privacy protection	P1	0.9103	0.897	0.944	0.849	0.5005
	P2	0.9076	0.949			0.6054
	P3	0.9088	0.917			0.5542