TABLE 2.

Model measurement.

Constructs	Items	Mean	SD	Kurtosis	Skewness	Outer loading	α	rho_A	CR	AVE
Design perception (visual)	DPV-1	2.303	1.172	–0.387	0.623	0.771	0.849	0.864	0.891	0.620
	DPV-2	2.426	1.164	–0.458	0.525	0.788
	DPV-3	2.099	1.102	0.199	0.887	0.827
	DPV-4	2.204	1.118	0.005	0.791	0.833
	DPV-5	1.931	0.988	0.256	0.873	0.713
Design perception (functional)	DPF-1	2.136	1.103	–0.111	0.767	0.661	0.821	0.832	0.869	0.527
	DPF-2	2.579	1.126	–0.586	0.305	0.680
	DPF-3	2.422	1.101	–0.330	0.522	0.721
	DPF-4	2.411	1.071	–0.257	0.470	0.736
	DPF-5	2.396	1.178	–0.509	0.542	0.765
	DPF-6	2.204	1.138	–0.237	0.716	0.784
Design perception (kinesthetic)	DPK-1	1.759	1.075	1.780	1.534	0.893	0.833	0.835	0.881	0.750
	DPK-2	1.873	1.050	0.792	1.190	0.852
	DPK-3	2.022	1.132	–0.031	0.925	0.852
Experiential value	EV-1	1.996	1.070	0.041	0.881	0.771	0.950	0.949	0.947	0.573
	EV-2	2.026	0.991	0.173	0.802	0.789
	EV-3	2.036	1.016	0.014	0.765	0.789
	EV-4	2.187	1.026	–0.109	0.619	0.750
	EV-5	2.357	1.072	–0.080	0.585	0.655
	EV-6	2.308	1.106	–0.421	0.524	0.670
	EV-7	2.189	1.111	–0.254	0.697	0.713
	EV-8	2.101	1.063	–0.004	0.781	0.804
	EV-9	2.084	1.062	–0.079	0.752	0.799
	EV-10	2.196	0.990	–0.155	0.526	0.788
	EV-11	2.133	1.004	0.063	0.653	0.736
	EV-12	2.019	1.034	–0.108	0.756	0.743
	EV-13	2.088	1.038	–0.361	0.617	0.742
	EV-14	2.200	1.062	–0.128	0.645	0.728
	EV-15	2.073	1.005	–0.089	0.685	0.797
	EV-16	1.929	1.021	0.077	0.894	0.819
Consumer based brand equity	CBBE-1	2.127	0.993	–0.371	0.536	0.867	0.885	0.885	0.920	0.743
	CBBE-2	2.125	1.018	0.000	0.695	0.855
	CBBE-3	2.058	1.076	0.121	0.860	0.863
	CBBE-4	2.103	1.090	0.153	0.829	0.862

DPV, design perception visual; DPF, design perception functional; DPK, design perception kinesthetic; EV, experiential value; CBBE, consumer based brand equity; CR, composite reliability; AVE, average variance extracted;α, Cronbach’s Alpha; SD, standard deviation.